A Study On Consumer Behavior Toward Soft Drinks

A STUDY ON
CONSUMER
BEHAVIOR
TOWARD SOFT
DRINKS
Presented by:
Jagannath Baranwal
Shreekanth Dangi
Kamal Dev Singh
CONTENT
Introduction
Research Methodology
Data analysis
Conclusion
Questionnaire
INTRODUCTION
The major constituent of our body is fluid, it is an essential

requirement that need to be fulfilled. in modern life there
are different kind of soft drinks are available in market
such as carbonated drinks, milk product, juice and fruit
drinks.
Now days these drinks have been part of the life of all of
us, we all are well aware of these words.
Taste the thunder

Ye Dil mange more
Yeh hai youngisthan meri jaan
Do the DEW
Amul taste of India
Today soft drink not only reduce the thirst but also has
become style and fashion. The interest of survey is to know
what people like most about soft drinks and what attracts
them toward these products.
3
OBJECTIVE
1.
To understand consumer perception

toward soft drinks.
2.
To understand purchase behavior of

consumer.
3.
To understand relationship between

demography of population and purchase
behavior.
4.
To understand what people prefer most

towards soft drinks.
5
RESEARCH QUESTIONS
1.
What are the factors attracting people

towards soft drinks?
2.
What are the factors influencing peoples

choice?
3.
What people looks for in these products?
4.
What is the preference of people?
5.
What are the criteria for selection?
METHODOLOGY
Research design: Descriptive type
Sampling design:
Type of population: Infinite
Sampling unit: geographical sample unit
(Manipal)
Parameter of interest: Most popular soft
drinks among people. criteria of selection
of selection of soft drinks by people.
Sampling: : Convenient sampling (non
probability)
7
SAMPLING
sample size of 170 consumer was

A
selected from Manipal.
where, e = 0.1
Z = 1.96 at 95% confidence level; =
4/6
S.D= Range of population

6
DATA
Type: Primary
Data collecting instrument:

Questionnaire.
Scaling technique: Rating scale.
LIMITATION OF THE
STUDY:
1.
Responses may vary as some of people did

not want to come with real answer.
2.
Small sample size.
3.
Personal bias of respondents limit the scope

of study.
4.
Survey is conducted only in Manipal hence

results may not be generalized.
10
DATA ANALYSIS
11
FREQUENCY TABLE
Gender of consumer
Valid
Male
Valid
Cumulative
Percent
Percent
65.9
65.9
Frequency
112
Percent
65.9
58
34.1
34.1
170
100.0
100.0
Female
Total
Gender of consumer
female
34.1%
male
65.9%
100.0
Inference:- The study

was performed on 170
people which were
randomly selected in
that major portion is
covered by the male
that is 65.9% and
female with 34.1%.
12
FREQUENCY TABLE
Consumers occupation
Frequency
Valid
Percent
Professional
23
13.5
13.5
13.5
Businessman
22
12.9
12.9
26.5
23
90
12
170
13.5
52.9
7.1
100.0
13.5
52.9
7.1
100.0
40.0
92.9
100.0
service
student
other
Total
Consumer's occupation
other
7.1%
Valid Percent
Cumulative
Percent
professional
13.5%
bussinessman
12.9%
student
service
52.9%
13.5%
Inference: - Out of 170

people surveyed the
major portion is covered
by the student 52.9%
and followed by
professional and service
person with 13.5% and
businessman with 12.9%
and other was found to
13
be 7.1%
FREQUENCY TABLE
Valid
Consumers age group

15-20
20-25
25-30
30-40
40-50
Total
Frequency
78
57
12
11
12
170
Percent
45.9
33.5
7.1
6.5
7.1
100.0
Consumer's age group

40-50
7.1%
30-40
6.5%
25-30
7.1%
15-20
45.9%
20-25
33.5%
Cumulative
Percent
45.9
79.4
86.5
92.9
100.0
Valid Percent
45.9
33.5
7.1
6.5
7.1
100.0
Inference: - The 170

people surveyed and
there age was found
to be 15-20 years
with 45.9%,20-25
years with 33.5%, 2530 years and 40-50
years with 7.1% and
30-40 years with
14
KIND OF SOFT DRINK

PREFERRED BY CONSUMER
Frequency
Valid
carbonated(pepsi
coke etc)
non carbonated
Percent
85
50.0
50.0
50.0
43
25.3
25.3
75.3
milk products
14
8.2
8.2
83.5
energy drinks
5.3
5.3
88.8
19
11.2
11.2
100.0
170
100.0
100.0
fruit juice
Total
Kind of soft drink preferred by consumer

fruit juice
11.2%
energy drinks
5.3%
milk products
8.2%
carbonated(pepsi cok
50.0%
non carbonated
25.3%
Cumulative
Percent
Valid Percent
Inference: - Out of 170

people the kind of soft
drink preferred by the
people are carbonated
(50%), non-carbonated
(25.3%), fruit juice
(11.2%), milk products
(8.2%)and energy
drinks (5.3%).
15
WHY PEOPLE PREFER SOFT DRINK

Valid
Thirst
Energy
Style
passion
Other
Total
Frequency
90
11
34
23
12
170
Percent
52.9
6.5
20.0
13.5
7.1
100.0
Why people prefer soft drink

other
7.1%
passion
13.5%
thirst
style
20.0%
energy
6.5%
52.9%
Cumulative
Percent
52.9
59.4
79.4
92.9
100.0
Valid Percent
52.9
6.5
20.0
13.5
7.1
100.0
Inference: - 52.9%
people purchase soft
drink because they
are thirsty, 20.0%
purchase for style,
13.5% purchase for
passion, 6.5%
purchase for energy
and 7.1% purchase
for other purpose.
16
CONSUMERS BUYING
REASON
Valid
brand name
taste and flavour
Frequency
79
46
Percent
46.5
27.1
Valid Percent
46.5
27.1
23
11
11
170
13.5
6.5
6.5
100.0
13.5
6.5
6.5
100.0
easy availability
price
brand ambassador
Total
Consumer's buying reason

brand ambassador
6.5%
price
6.5%
easy availability
13.5%
brand name
46.5%
taste and flavour

27.1%
Cumulative
Percent
46.5
73.5
87.1
93.5
100.0
Inference: Consumers buying

reason for soft drink,
major people i.e.
46.5% on brand
name, 27.1% on taste
and flavor, 13.5% for
easy availability,
6.5% on price, 6.5%
on brand ambassador.
17
PACKAGE PREFERRED BY CONSUMER

Frequency
Valid
plastic
bottle
glass bottle
metal cane
tetra pack
Total
Percent
44
25.9
25.9
25.9
35
69
22
170
20.6
40.6
12.9
100.0
20.6
40.6
12.9
100.0
46.5
87.1
100.0
Package preferred by consumer

tetra pack
12.9%
plastic bottle
25.9%
metal cane
40.6%
Valid Percent
Cumulative
Percent
glass bottle
20.6%
Inference: - The most

convenient package
preferred by
consumer is metal
cane (40.6%),and
followed by glass
bottle (20.6%),
plastic bottle
(25.9%), and tetra
pack (12.9%).
18
REASON TO ATTRACT TOWARDS

ADVERTISEMENT
Valid
creativity slogan
Frequency
Percent
Valid Percent
Cumulative
Percent
20
11.8
11.8
11.8
100
58.8
58.8
70.6
34
20.0
20.0
90.6
frequency of add
1.2
1.2
91.8
logical reasoning
14
8.2
8.2
100.0
170
100.0
100.0
brand ambassador
idea of advertising the
message
Total
Reason to attract towards advertisement

logical reasoning
8.2%
frequency of add
1.2%
idea of advertising
20.0%
creativity slogan
11.8%
brand ambassador
58.8%
Inference: Reason to
attract consumer
towards advertisement
is as brand ambassador
58.8%,idea of
advertising
20%,creativity
11.8%,logical reasoning
8.2% and frequency
of
19
TIME OF CONSUMPTION
Valid
morning
afternoon
evening
night
no specific time
8.8
26.5
11.8
8.2
Valid Percent
8.8
26.5
11.8
8.2
Cumulative
Percent
8.8
35.3
47.1
55.3
76
44.7
44.7
100.0
170
100.0
100.0
Frequency
15
45
20
14
Total
Percent
Time of consumption
morning
8.8%
no specific time
44.7%
afternoon
26.5%
evening
night
8.2%
11.8%
Inference: - The view

of consumer on the
consumption of the
soft drink on the
basis of time is as
follow , No specific
time 44.7%, evening
11.8%, afternoon
26.5%, morning
8.8%, night 8.2%.
20
GENDER OF CONSUMER'S* KIND OF

SOFT DRINK PREFERRED BY CONSUMER
if yes what
Gender
Male
female
Total
Count
Expected
Count
Count
Expected
Count
Count
Expected
Count
carbonated(
non
pepsi coke
carbonate
etc)
d
70
7
milk
products
14
energy
drinks
6
fruit
juice
15
Total
112
56.0
28.3
9.2
5.9
12.5
112.0
15
36
58
29.0
14.7
4.8
3.1
6.5
58.0
85
43
14
19
170
85.0
43.0
14.0
9.0
19.0
170.0
Most of the male prefer carbonated drink while female prefer

non-carbonated drink.
Null hypothesis: Gender of consumers and Kind of soft drink

preferred by them are independent.
Alternative hypothesis: Gender of consumers and Kind of soft

drink preferred by them are dependent.
21
CHI-SQUARE TESTS
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
66.024(a)
69.775
.039
4
4
Asymp. Sig. (2sided)

.000
.000
.844
df
170
a 2 cells (20.0%) have expected count less than 5. The minimum

expected count is 3.07.
Inference:- We reject the null hypothesis since

significance level is less than .05 and accept the
alternative hypothesis that gender of consumers
and kind of soft drink preferred by them are
dependent.
22
80
60
if y es w hat
40
e etc)
non carbonated
Count
20
milk products
energy drinks
fruit juice
male
female
gender
Most of the male prefer carbonated drink while

female prefer non-carbonated drink.
23
CONSUMER'S OCCUPATION * KIND OF

SOFT DRINK PREFERRED BY
CONSUMER
Most of the consumer prefer the carbonated drink.
Null hypothesis: Consumer occupation and kind of the soft drink

preferred by them are independent.
Alternative hypothesis : Consumer occupation and kind of the soft

drink preferred by them are dependent.
24
Inference: We reject the null hypothesis since

alternative hypothesis that consumer occupation
dependent.
25
60
50
40
if yes w hat
30
e etc)
non carbonated
20
Count
milk products
10
energy drinks
fruit juice
professional
bussinessman
service
other
student
occupation
Most of the students prefer carbonated drink,

and the service man prefer the milk products.
26
CONSUMER'S AGE GROUP * KIND OF

SOFT DRINK PREFERRED BY
CONSUMER
The age limit from 15-20 and 20-25 prefers carbonated drinks.
Null hypothesis: Consumer age group and kind of soft drink

preferred by them is independent.
Alternative hypothesis: Consumer age group and kind of soft

drink preferred by them is dependent.
27
Inference: We reject the null hypothesis since

alternative hypothesis that consumer age group
dependent.
28
The consumer with the age limit between 15-25

preferred carbonated drinks.
29
CONCLUSION
1.
2.
3.
Youngsters prefers carbonated drinks

whereas most of older and service people
prefers juice and milk products.
Brand name plays major role in selection
of product followed by taste and flavor.
Most of the consumer were found in age
group 15-20 years with 45.9%,20-25
years with 33.5%, 25-30 years and 40-50
years with 7.1% and 30-40 years with
6.5%.
30
CONCLUSION
4.
5.
6.
The kind of soft drink preferred by the people

are carbonated(50%), non
carbonated(25.3%), fruit juice (11.2%), milk
products (8.2%)and energy drinks (5.3%).
52.9% people purchase soft drink because
they are thirsty, 20.0% purchase for style,
13.5% purchase for passion, 6.5% purchase
for energy and 7.1% purchase for other
purpose.
Reason to attract consumer towards
advertisement is as brand ambassador
58.8%,idea of advertising 20%,creativity
11.8%,logical reasoning 8.2% and frequency
of add 1.2%.
31
CONCLUSION
7.
8.
9.
The view of consumer on the

consumption of the soft drink on the
basis of time is as follow , No specific
time 44.7%, evening 11.8%, afternoon
26.5%, morning 8.8%, night 8.2%.
We came to conclusion that visibility
affect the sales in a very special way
and in term of advertisement the brand
ambassador, creativity, Idea of sending
message is most attracting feature.
In todays scenario customer is the King,
he has got various choice around him, they
prefer their taste and price.
32
Thank you
33

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A STUDY ON

The major constituent of our body is fluid, it is an essential

Taste the thunder

To understand consumer perception

To understand purchase behavior of

To understand relationship between

To understand what people prefer most

What are the factors attracting people

What are the factors influencing peoples

What people looks for in these products?

What is the preference of people?

What are the criteria for selection?

Research design: Descriptive type

sample size of 170 consumer was

S.D= Range of population

Data collecting instrument:

Scaling technique: Rating scale.

Responses may vary as some of people did

Small sample size.

Personal bias of respondents limit the scope

Survey is conducted only in Manipal hence

Inference:- The study

Inference: - Out of 170

Consumers age group

Consumer's age group

Inference: - The 170

KIND OF SOFT DRINK

Kind of soft drink preferred by consumer

Inference: - Out of 170

WHY PEOPLE PREFER SOFT DRINK

Why people prefer soft drink

Consumer's buying reason

taste and flavour

Inference: Consumers buying

PACKAGE PREFERRED BY CONSUMER

Package preferred by consumer

Inference: - The most

REASON TO ATTRACT TOWARDS

Reason to attract towards advertisement

Inference: - The view

GENDER OF CONSUMER'S* KIND OF

Most of the male prefer carbonated drink while female prefer

Null hypothesis: Gender of consumers and Kind of soft drink

Alternative hypothesis: Gender of consumers and Kind of soft

Asymp. Sig. (2sided)

a 2 cells (20.0%) have expected count less than 5. The minimum

Inference:- We reject the null hypothesis since

Most of the male prefer carbonated drink while

CONSUMER'S OCCUPATION * KIND OF

Most of the consumer prefer the carbonated drink.

Null hypothesis: Consumer occupation and kind of the soft drink

Alternative hypothesis : Consumer occupation and kind of the soft

Inference: We reject the null hypothesis since

Most of the students prefer carbonated drink,

CONSUMER'S AGE GROUP * KIND OF

Null hypothesis: Consumer age group and kind of soft drink

Alternative hypothesis: Consumer age group and kind of soft

Inference: We reject the null hypothesis since