A Study On Customer Satisfaction Towards Coca-Cola With Special Preference To Dharmapuri District

International Seminar on “Recent Trends in Marketing Technology”
A Study on Customer Satisfaction

towards Coca-Cola with Special
Preference to Dharmapuri District
OPEN ACCESS Dr.K.Srinivasan.M.Com.,M.Phil.,Ph.D.,
Vice Principal and Assistant Professor in Commerce
Morappur Kongu College of Arts and Science
Volume : 6
Morappur, Dharmapuri (Dt)
Special Issue : 1
Introduction
A research design is a master plan for the conduct of formula
Month : September
investigation. Once the formula investigation is decided the research
must form lance the formal plan of investigation. In modern days the
Year: 2018
cool drinks is become common drinks in life. In today’s world there
is increasing demand for Coca-Cola cool drinks. As the demand for
ISSN: 2320-4168
Coca-Cola cool drinks is past servicing the gap between supply and
demand is widening thus the market potential for Coca-Cola cool
Impact Factor: 4.118
drinks is enormous and fast growing.
Customers are the blood of every business. Technological
Citation:
advancement had made the customers more selective. So, it becomes
SrinivasanK. “A Study
essentials to maintain the quality of the product. Customer retention
on Customer Satisfaction
is possible only through customers satisfaction.
towards Coca-Cola with
This study helps in evolution of customers satisfaction towards
Special Preference to
Coca-Cola cool drinks.
Dharmapuri District.”
Shanlax International
Marketing
Journal of Commerce,
Marketing as a functional area of management is becoming
vol. 6, no. S1, 2018,
increasingly important as compared to other fields, viz-a-viz,
pp. 8–11.
production, finance, personnel and research and development.
All decisions modern business organizations revives around the
marketing information. In modern business organizations, finance,
DOI:
personnel, production and research and development may be the door
https://doi.org/10.5281/
to success but marketing is the key, which turns the lock. Consider
zenodo.1419374 any business decisions, we find that the critical input, needed for this
purpose is the marketing information.
Definition of Concepts
Customer Satisfaction
Satisfaction is a person’s feelings of pleasure or disappointment
resulting from comparing a product’s perceived performance (or)
outcome in relation to his or her expectations.

8 MORAPPUR KONGU COLLEGE OF ARTS AND SCIENCE, Morappur
Customer centered firm seeks to create high customer satisfaction that is not its ultimate goal.
If the company increases customer satisfaction by lowering its price or increasing its services, the
result may be lower profits. The company might be able to increase its profitability by means other
than increased satisfaction (for example, by improving manufacturing processes or investing more
in R & D). Also the company has many stake holders, including employees, dealers, suppliers, and
stockholders, spending more to increase customer satisfaction might divert funds from increasing
the satisfaction of other “partners”.
Ultimately, the company must operate on the philosophy that it is trying to deliver a high level of
customer satisfaction subject to delivering acceptable levels of satisfaction to the other stakeholders,
given its total resources
Objective of the Study

• To study on analysis of customer satisfaction awareness of Coca-Cola cool drinks.
• To ascertain the customers satisfaction towards soft-drinks.
• To structure the customer profile for Coca-Cola cool drinks.
• To identify the degree of customers satisfaction with Coca-Cola cool drinks.
• This is to find out which brand was a great demand in the market.
Statement of the Problem

This study focus on the various aspects which have an influence on the customer before they
decide to purchase the various types of Coca-Cola cool drinks.Namely, coca-cola, Thumbs up,
Pepsi. Present survey is conducted to find out the level of customer satisfaction of Coca-Cola cool
drinks available in market.
The first step in research is formulating or defining the research problem. It is rightly said
that “A problem well defined is half solved”. Coca-Cola cool drinks industry in India has grown
considerably in recent years. This has resulted in the entry. Of many multinational brands and
consequently the competition has become cut throat.
The study was done to know the customer satisfaction towards Coca-Cola cool drinks
considering quality, taste, margin, supply and distribution.
Need for the Study

• To measure the level of customer satisfaction towards Coca-Cola cool drinks.
• To know the customer preference towards Coca-Cola cool drinks.
• To know the customer opinion towards Coca-Cola cool drinks.
• To get knowledge of the present ongoing in consumer behavior.
Scope of the Study

• The study confined to Dharmapuri town. The study in based on primary data and secondary
data, collected from responses of Customers.
• It brings out customer attitude and satisfaction towards Coca-Cola cool drinks.
Research Methodology
A Research methodology is purely and simply basic framework or plan for the study that
guides the collection of data analysis of the data. In consumer surveys, we adapted this descriptive
research for collecting and analysis of the data. It is the systematic way to solve problems. It may
be understand as a science of studying how research is done scientifically.

Research Design
Research design is the plan, conceived. So, As to obtain answer to research questions and to
control variance. The researcher has use descriptive research design in the project.
Sampling
An integral component of a research design is the sampling plan. Specifically, it addresses three
questions:
How to select them?,
How many to survey?,
Whom to survey?.
Field of Studies
Field of studies has been restricted to the Dharmapuri district only. The research was made
in Dharmapuri district. The route’s are Bharathipuram, Old Dharmapuri, Indur, Kadathur,
Mathikonpalayam, Ilakkiyampatti, Senthil Nagar, Gandhi Nagar, Kumarasamy pettai, and other
outside areas of Dharmapuri District.
Methods of data collection or sources of data.
All marketing researches can top sources of data for investigation.
Internal Sources
Internal sources are the companies own records, registers, document etc.
External Sources
All other sources of information are external sources of data. Another was of classifying the
sources of information.
1. Primary data
2. Secondary
Primary Data
Primary data is collected by the researcher specially to meet the objectives of the correct project,
information is obtained from on given sources, consumer, dealers, salesman’s, original sales
records etc. primary data can be gathered slowly at a high cost but it offers manner gather accuracy
and reliability.
Secondary Data
On relates to a past period this data are collected from various sources and used in addition to
primary data The various sources are news papers, magazines, company website, journals etc.
Sampling Plan
The sample consisted of 100 customers. The simple random sampling method was adopted.
Area of research was Dharmapuri
Data Collection Instruments

After collecting the entire filled questionnaire the collection of data was transferred to set
objectives ware then classified and the findings new read after which the processed data. The
research would wildly speak of its findings implications as well as aid in arriving at the conclusion.
All the work done is under the assumption that the data collected from the respondents was accurate.
Questionnaire includes both general information and specific information and framed according
to the objectives set in the required order.
Limitation of the Study

• This research is strictly confined to the Dharmapuri District alone, thus the result drawn in
confined to the city limits.
• Some respondents didn’t give much attention in answering the personal interview.
• The no of sample size is 100 respondents
• Some of the respondents not co-operate because they have no time, they are busy with their
work.
• The study is targeted to the population of student, employees, professionals and businessmen.
Conclusion
In short, the surveys carried out on the consumer behavior, with special reference to the purchase,
preference and satisfaction of packaged cool drinks and beverages lead to the following conclusion.
The consumers get information about the different features available in these instant mixes
through different sources of information viz.., advertisement, friends, colleagues, dealers, etc…and
them they verify which of the available brands could satisfy their expectations.
Besides the economy and the general consumers prefer additional features, such as hygiene,
better taste, more nutritious, more advertisements, various discount methods, good packing, date
of manufacturing and last date of usage.
All the consumers are not equal in preparing the special features in the cool drinks. Most of the
consumers of this cool drink are moderate in their choice.
References
Gupta, S.P., Statistical Methods, Sultan Chand & Sons, Twenty Ninth Edition
Kothari, C.R. (1989). Research Methodology – Methods and Techniques, New Delhi:
Wiley
Eastern Ltd.,
Philip Kotler. (2000). Marketing management, Prentice – Hall, Inc.
Tripathi.P.C. (2002). Research Methodology – In social sciences, New Delhi: Sultan
Chand and sons.
Philip Kotler (2003). Marketing Management 11th Editions.
Philip Kotler (1989). Principles of marketing 3RD editions.
Www. Coca-cola company.com
(Wholgast EH 1958PP).
(Sciffman Lean Knue 1987).
Davide landan and albert s bell bitta.
John C.mowen 1987.
Russel W.belk 1998.
Bettam Samlon R.
Assel Herry 1981.
Thorndike Edwardl.I

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International Seminar on “Recent Trends in Marketing Technology”

A Study on Customer Satisfaction

Objective of the Study

Statement of the Problem

Need for the Study

Scope of the Study

9 MORAPPUR KONGU COLLEGE OF ARTS AND SCIENCE, Morappur

Data Collection Instruments

Limitation of the Study

11 MORAPPUR KONGU COLLEGE OF ARTS AND SCIENCE, Morappur

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