A PROJECT ON

“A STUDY ON CONSUMER PREFERENCES FOR

COCA COLA”

SUBMITTED TOWARDS

FULFILLMENT

OF
BACHELOR OF BUSINESS ADMINISTRATION

(Approved by AICTE, Govt. of India)

ACADEMIC SESSION
2007-2009

Under the Guidance of: Submitted By:

Mr.Sk Shamim Ferdows prabha kapoor
Faculty College roll no.-BB/07/28
management institute of durgapur University roll no.-071672050083
Registration no.-071672050201083

MANAGEMENT INSTITUTE OF DURGAPUR

RAJBANDH , DURGAPUR
 CONTENTS

SL. DESCRIPTION
NO.
01 PREFACE
02 ABSTRACT
03 INTRODUCTION
04 COMPANY PROFILE
05 MARKETING STRATEGY
06 LITERATURE SURVEY
07 OBJECTIVE
08 SURVEY METHODOLOGY
09 FIELD EXPERIENCE
10 FINDINGS & ANALYSIS
11 SURVEY OUT PUT
12 CONCLUSION
13 SUGGESTIONS & RECOMMENDATIONS
14 LIMITATIONS
15 BIBLIOGRAPHY
16 QUESTIONNAIRE
 PREFACE

Project Work on any topic/subject is an attempt to

provide the student a practical Input and Exposure to the
Real World situation in which he/she has to work in
future.

My Project on Cold Drinks (Coca Cola Products) was an

attempt in this regard. The project work provided to me
was a survey titled “to conduct a field survey on the
product of cold drinks to find out which one is preferred
more by the people as compared to other product"

My choice for this project is "Product of Coca Cola

according to Public Preference" from which it was to find
out the Sales, Availability of the product etc. across
various outlets in the nearby cities.

The extract of the work is presented in this report under

various heading as Introduction, Company's Profile,
Project Introduction, Methodology, Data Analysis,
Suggestions & Conclusions.

This report provides me a chance to study and analyse

the practical aspects of the topic "to conduct a field
survey on the product of cold drinks to find out which
one is preferred more by the people as compared to other
product ". It enhanced my knowledge in the field of
marketing. This project also gave me the chance to
improve logical thinking and interacting patterns.

While working on the project, we came to know about

the latest marketing strategies and trends prevailing in
the market. The way of selling and distribution network
of Coca Cola was different.
 ABSTRACT

Preference tests were performed for varieties of cola drinks, orange juices and using
three response protocols: the traditional paired preference test with the "no preference"
option, a 9-point hedonic scale and a 6-point hybrid hedonic/purchase intent scale. The
different stimuli to be assessed were presented in pairs, but putatively identical stimuli
were also presented as a "placebo" pair. Performance on the placebo pair with identical
stimuli provided a measure of the hidden demand characteristics of the test protocol.
The presentation of the different pairs provided a measure of preference accompanied
by such hidden demand effects. Comparison between the two allowed a better measure
of preference per se. The order of presentation of the identical and different pairs did
show occasional slight evidence of contrast effects. For the placebo "identical" pairs, a
majority of consumers reported false preferences. Liking questions with the hedonic and
hybrid scales elicited fewer false preferences than preference questions with the paired
preference protocol. Yet, the effects tended to be slight. The 6-point hedonic/purchase
intent scale exhibited the fewest false preferences in the placebo condition, and this was
because of its fewer categories rather than any cognitive strategy change elicited by its
different labels.

“consumer awareness and consumption pattern of food products”

This paper aims to investigate the degree of brand awareness of various food products
in relation to background and education of the household, the consumption pattern of
various food products consumed by respondents in the light of their areas, income levels
and education. a sample of200 respondents comprising 100 form rural area and 100 from
urban area were taken. Data are analyzed with the help of mean.SD,co –efficient of
variance-test and f-test.

The finding of this study reveals that there is low degree of brand awareness in rural
areas, whereas there is a moderate degree of brand awareness in urban India. The highly
educated rural and urban respondents have high degree of brand awareness for many
food products, and the less educated rural and urban respondents have low degree of
brand awareness for many food products.
 INTRODUCTION

This report attempts to study the marketing mix keeping in mind the current
market situation. Besides, this report also studies the customer feedback about
the COCA COLA. Thus it can be said that there are two broad goals of the
research i.e. ‘TO STUDY THE CONSUMERS PREFERENCE FOR COCA
COLA’ as a whole and other to CREATE A TOP OF MIND AWARENESS OF
COCA COLA. The research work was done through the collection of primary
data and secondary data by a common questionnaire through the market survey
technique.
Thus; based on our research, we have made some conclusions and suggestions to
make the performance of COCA COLA amongst all players better.
 COMPANY PROFILE
History of Coca Cola

On may 8, 1886, Atlanta druggist Dr. John Smith Pemberton (former confederate
officer) invented "Coca Cola" syrup. It was mixed in a 30 gal. Brass kettle hung
over a backyard fire. It was marketed as a "brain and nerve tonic" in drug stores.
Sales averaged nine drinks per day.

Frank M. Robinson, Pemberton's bookkeeper, was the person who suggested the
name "coca cola", which was chosen because both words actually named two
ingredients found in the syrup. Robinson also thought that two "Cs" would look
well in advertising. The first year's gross sales were $ 50.00 and advertising costs
were $ 73.96.

The original formula included extracts of the African kola nut and coca leaves
both strong stimulants. "Coca Cola" was one of thousands of exotic patent
medicines sold in the 1800s that actually contained traces of cocaine. Coca Cola
was first sold for 5 cent a glass as a soda fountain drink at Jacob's Pharmacy in
Atlanta Georgia.

In 1988, as Griggs Candler bought the company from Dr. Pemberton. Later that
same year, Dr. Pemberton died. By 1914, Candler had acquired a fortune of
some $ 50 million. Baseball hall of Famer TyCobb, a Georgia natice was another
early investor in the company.

In 1894, Joseph A Biedenharn owner of the Biedenharn Candy Company in

vicksvurg, Mississippi, first bottled "Coca Cola".

By 1903 the use of cocaine was controversial and "coca cola" decided to use
only "spent coca leaves". It also stopped advertising "coca cola" as a cure for
headaches and other ills.

In 1929 after his death, Griggs Candler's family sold "coca cola" to a group of
businessmen led by Ernest Woodruff for $ 25 million. Woodruff was appointed
President of "Coca Cola" on April, 1923 and stayed on the job until 1955.

The name was extended to a new US Soft Drink, Minute Maid Orange.
Coke Brands in Indian Origin

COCA COLA

Developed in a brass pot in 1886, Coca Cola is the most recognized and admired
trademark around the globe. Not to mention the best selling soft drink in the
world.

SPRITE

In 1961, a citrus-flavoured drink made its US debut, using "Sprite Boy" as

inspiration for its name. This elf with silver hair and a big smile was used in
1940s advertising for Coca Cola. Sprite is now the fastest growing major soft
drink in the US and the world's most popular lemon-lime soft drink.

FANTA

The name "Fanta" was first registered as a trademark in Germany in 1941, when
it was used for a few years for a soft drink created from available materials and
flavors. The name was then revived in 1955 in Naples, Italy, when it was used
for the "Fanta" orange drink we know today. It is now the trademark name for a
line of flavoured drinks sold around the world.

DIET COKE

The extension of the Coca Cola name began in 1982 with the introduction of diet
Coke (also called Coca Cola light in some countries). Diet coke quickly became
the number – one selling low-calorie soft drink in the world.

VANILA

It is an Ice Cream in taste. Launched in 2004.

LIMCA
This is thirst-quenching beverage features a fresh and light lemon-lime taste and
a lighthearted attitude. The Limca brand was introduced in 1971 and acquired by
the Coca Cola Company in 1993.

MAAZA

Maaza, launched in 1984 and acquired by the Coca Cola Company in 1993, is a
non-carbonated mango soft drink with a rich, juicy natural mango taste.

THUMS UP

In 1993, The Coca Cola Company acquired this brand, which was originally
introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian
Cola.

KINLEY WATER

This is thirst-quenching beverage features fresh water with the saturated oxygen
level.

VISION:

 The long-term vision Coca Cola in India is to provide exceptional strategic

lea to the Coca Cola in India.
 Through Coca Cola system resulting in consumer & customer preference
and loyalty through Coca Cola is commitment to them and in a lightly
profitable Coca Cola corporate branded beverage system.

MISSION:

The mission of Coca Cola in India is –

 Increase in shareholder's value over time.

 To achieve the above by working with business partners to deliver
satisfaction and value to customers and consumers through world wide
system of superior brand and services thus increasing the brand equity.
  To achieve the mission the company seeks the contribution from each of
the given areas.
 People working in the company.
 Commitment of the company
 Goals & objectives of the company
 Environmental policy
 Internal control
 Policy & producers.

Hindustan Coca Cola Beverages Pvt. Ltd.

In the network of the Coca Cola System, Coca Cola has either of the two bottling
operation done for the company:

1. COBO (Company Owned & Operated Bottling Operation)

2. FOBO (Franchise Owned & Operated Bottling Operation)

After 1993, when coca cola re-enters Indian market, done a lot of changes in the
existing system of the soft drink market prevailing in India, by acquiring the
major brands and the bottling operations from Parle. After this company founded
some of it's own bottling operation in India.

In year 1997, company did a major investment of $700 million in India by

purchasing other bottling operations, all around India and introduces new
technology in them. These bottling plants are called Company Owned and
Operated Bottling Operation. Company has full ownership and operational
right for these type of operations. The other type of bottling operation for the
company are called Franchise Owned and Operated Bottling Operation, to
these, the company has given the right to produce the product for the company
and to supply with in the territory assigned by the company. Company has no
ownership or operational right/control over these.

In India Company have 26 COBO and 14 FOBO operations for the production
and control of the whole operation in India. These are divided in to various zones
that are given in the marketing mix section of this report.

Hindustan Coca Cola Beverages Pvt. Ltd. First established plant is Hathras in
India, second largest plant is Dasna. The largest one is in Bangalore. Hathras
plant has 3 RGB filling lines. The RGB line operating at mechanical efficiency
of 90%. Company does not have the facility for filling Maaza (RGB and Tetra
Pack) a Mango flavour drink of Coca Cola, pet bottling water plant.
 Marketing Strategy:
As millions of rural Indians reach for a cold soft drink in the hottest summer in
years, Coca Cola India seems to have discovered the consumers who could
rescue its dismal sales record. Coca Cola India totally misjudged rural India,
home to two-thirds of the country's 1 billion population, when it re-entered the
country a decade ago.

Yet as the country side emerges as the fastest growing source of demand for
consumer products, the local arm of the soft drinks giant seems to have learnt its
lesion.

The company's new strategy of smaller bottles, price cuts and advertising that
straddles cities and villages pushed turnover last year up by a quarter to nearly
Rs. 5000 crore. And Tums Up, a local branch that Coca Cola bought and then
ran down, is also recovering spectacularly. the success of Thums Up, whose
market share is now roughly equal to that of marker leader Pepsi as 23 percent, is
an embarrassment for Coca Cola, which is in third place with 16.5 percent (from
12 percent three years ago) in India's Rs. 8000 crore soft drinks market. Coca
Cola returned to India after being kicked out by the government in the mid
1970s. It paid a high price for the then market leader, Thumps Up, and tried to
kill it off in the mistaken belief that this would pave the way for Coca Cola's rise.
Extravagance, unoptimistic and naïve reading of the market and mismanagement
of its new bottling assets led Coca Cola to write down Rs. 2000 crore of its
Indian assets in 2000. The greatest indignity is that India is one of the few
markets where Pepsi has outsmarted Coca Cola.

It is also gathered – "Coca Cola came in blazing but mishandled itself and
Thums Up", says Chairman of Business Consultant AT Kearney India. Coca
Cola's Indian management, now stable after recent flurry of departures,
persuaded that US parent to persist with India and won $100 m to fix problems
such as poor distribution. Its Atlanta headquarters was won over because of
India's potential. India's per capita consumption of carbonated drinks is less than
half the level in Pakistan and about 8 percent of China's.

Coca Cola's Operations Chief argued that closing the gap would only come by
chasing the rural consumer. He also says that Coca Cola had to address the 75
percent (that lives in rural areas) and not just the 25 percent (in cities) and that
meant using small-pack innovations. The only consumer goods companies that
make it in India are those that sell micro-sized products as low prices.
Coca Cola's 200 ml bottle (down from 300 ml) sells for cost of almost half of a
conventional sized bottle. To achieve a return on this "low margin, high volume"
strategy, Coca Cola had to shrink its ballooning costs, while raising output in a
market growing at just 8-9 percent per year. Coca Cola added 30 assembly lines,
including five plants; cut costly staff; revamped transport; shrunk bottles and
made them lighter and packed in smaller crates to increase a truck's carrying
capacity; added distributors and expanded the number of outlets in towns and
villages by a fifth to about 1 m. Coca Cola's aim was to "look in" retailers in
villages of at least 1000 people connected to usable roads. One method was to
help those with no savings or access to formal credit to buy their costliest asset, a
fridge. The company negotiated big discounts from fridge producers, placing an
order equivalent to two months' output of the domestic fridge industry. Discounts
were passed on to the retailers, cutting the average purchase price by Rs. 3000
more than three months' wages in a village.

Finally, Coca Cola dumped a global advertising campaign that was irrelevant to
the Indian market and adopted one featuring Bollywood Stars. As per Marketing
Consultant Mr. Alok Jain, ""The campaign is finally speaking to the right
market". The adverts also loudly proclaimed the low price benchmark, meaning
retailers could not overcharge.

The company's focus on "Think Local - Act Local" philosophy and according to
the management; will be to encourage higher consumption of non-alcoholic
beverages and the Coca Cola brands in every country. This will be achieved
through an intense focus on consumers, communities, customers, the Coca Cola
system and Coca Cola people. The consumer focus strategy involves using
innovative and tailored marketing programs based on local consumer insights to
enable the company to keep growing. "We want to ensure that we have a tailored
non-alcoholic beverage portfolio in every community that touches consumers in
locally relevant ways." States the annual report of the company. It gives the
example of the company's innovative marketing strategy in India, which
leveraged on the Diwali Festival and the entrenched family values in the Indian
society to connect to the Indian consumer at a personal level.

Retailing:
In India, there are over 5 million retail outlets dispersed all over the country. The
retailing industry provides employment to over 18 mn. people. 1 out of every 25
families in India is engaged in the business of retailing. Ownership and
management are predominantly family controlled. However, in sharp contrast to
developed countries, unit average size of a retail outlet in India is very small.

Organised retailing, however, has been a recent phenomenon and is relatively

undeveloped. There are no large super market chains/shopping malls. Consumers
are unwilling to pay a premium for convenience shopping as their counterparts in
the western countries do. While small chain stores called Apna Bazars and
Sahakari Bhandaars, which offer products at reasonable prices, have been fairly
popular, Department Stores and Food Stores are slowly gaining popularity. A
large number of corporate have recently ventured into retailing.

The retail outlet in India can be broadly categorized as follows:

 Grocery Stores
 General purpose stores
 Food Stores
 Pan Bidi Shops
 Chemist/Drug Stores
 Cold Chains

The relative share of grocers dropped from over 50% in the early 90's to 35% in
the late 90's. Chemist outlets on the other hand, have been expanding their
product range to include high margin FMCG products from shampoos to
ketchup. Panwallas are also emerging as full fledged consumer product outlets.
 LITERATURE REVIEW
1-A study of factors responsible for brand preference in fmcg sector”
The purpose of this paper is the study of factors responsible for brand preference in fmcg
products, increasing competition, more due to globalization, is motivating many companies to
base their strategies almost entirely on building brands. Brand preference means to compare
the different brands and opt for the most preferred brand. This brand preference is influenced
by various factors.
According to this study many factors were find out for preferring a brand like
Brand persona
Brand constancy
Brand loftiness
Brand value.
In the identification of factors affecting the brand preference, it was concluded that brand
persona is the most effective factor that affects the brand preference. This brand persona deals
with the personality aspects or the external attributes of brand, thus it can be said that
consumer prefer any brand by looking at the external attributes of a brand.

-journal of ims vol 5 no.1, jan-june 2008

2-Colour and flavour rule consumer preferences: Study

The intensity of colour and the flavour are the key drivers behind consumer
acceptance of beverages, says a new study involving DANONE. But
packaging and labelling are not as important for winning over
consumers, according to findings published in the journal Food Quality
and Preference, The study involved consumers at different stages of
development and highlights the importance of adopting a “sensory
marketing approach,” said the researchers from French research
organisation Adriant, the University of Rennes 1, DANONE R&D, and
Institute Paul Bocuse.
“Companies need to continuously innovate to maintain market leadership,” wrote the
researchers. “When the market is overloaded the challenge consists in creating innovative
products able to attract and satisfy consumers.” “This experiment showed the feasibility of the
proposed multi-sensory design method based on mixed qualitative and quantitative
approaches.” The study also demonstrates the importance of flavour and colour selection for
new products.
The global flavours market was been valued at some US$18bn in 2006 (Business Insights).
Meanwhile, the value of the international colourings market was estimated at around $1.15bn
in 2007 (€731m), up 2.5 per cent from $1.07bn (680m) in 2004, according to Leatherhead
Food International (LFI). Natural colours now make up 31 per cent of the colourings market,
compared with 40 per cent for synthetics, according to LFI.
Bombarding the senses
By choosing to formulate a new beverage, the researchers noted that the new product would
need to be differentiated by improving the sensory characteristics.
Stephen Daniells, (2008) opines that Four factors were identified for the formulation: four
colour intensities), three flavourings, two label types (soft versus hard), and two pack sizes
(standard versus oversize). By using both quantitative (hedonic testing) and qualitative (focus
groups) approaches, the researchers found that “the main factors which drive consumer
preference for this concept are colour intensity and flavouring”. Indeed, colour intensity
accounted for 43 per cent and flavour 32 per cent of the consumers’ overall liking. “Pack size
and label type are taken into account by the consumer to a lesser extend,” they added. “This
methodology of a qualitative screening associated to a conjoint analysis on relevant sensory
attributes has shown good performances to fit consumers’ expectation: it has now to be
reproduced, as every brand, concept and product is a unique combination designed for a
specific consumer group,” concluded the researchers

Source: Stephen Daniells, 07-Oct-2008, Food Quality and Preference, Volume 19, Issue 8,
Pages 719-726

3- Taste or health: A study on consumer acceptance of cola drinks

Beverly J. Tepper and Amy C. 15 September 1998 is in opinion that this study examined the
relative contributions of taste and health considerations on consumer liking and purchase
intent of cola drinks. Eight types of commercial cola drinks were evaluated by 305 adult
consumers who also completed a brief questionnaire on food habits. Data were analyzed using
factor analysis. Results revealed that purchase intent of cola drinks was strongly related to
degree of liking and to several key sensory attributes including saltiness, drinks flavor and
greasiness. These variables emerged as the first factor in the analysis, suggesting that
consumers perceive these characteristics as being most important in their choice of cola
drinks. Factor 2 described a health dimension and was related to respondents' attitudes toward
fat in the diet. Factor 3 comprised two remaining sensory attributes (color and crunchiness),
which apparently were of minor importance to the respondents. These data suggest that in
spite of current concern about reducing dietary fat, health remains secondary to taste in the
selection of cola drinks for consumers in this population.

Source-Beverly J. Tepper and Amy C. 15 September 1998,Trail Journal of Food Science

and Technology,
 OBJECTIVE

Any Project Work to be carried out in any organization or in any fieldwork in the
market has certain pre-decided and specified objective, which is to be attained.
The whole survey or fieldwork is designed in accordance with that objective.
The whole survey is broken down in two various parts, which individually
contribute to that project’s objective. The objective laid down helps to solve the
problems that exist in the organization. This problem provides the foundation for
the project and the projective.

The various things that are to be done in any survey, the various components of
the problem and the project objective provide the base for deciding the scope of
the project. The scope of the project varies from project to project, the scope are
the limit with in which the person carrying out the project has to work. It
provides the person various things that are to be done. Under project it is
basically the subdivision of the project objective. The project provided me by the
institution is titled as :

"To conduct a field survey on the product of cold drinks to find out which
one is preferred more by the people as compared to other product”

By this survey, we, the survey team, collected data from the market in the nearby
vicinity, particularly sales of the cold drinks of Indian Coca Cola products in a
fortnight in almost all the end-user points. Public opinion and choices of
products in majority (i.e. people like the most) by the people were also taken into
account.
 SURVEY METHODOLOGY
Operational Setup:

The success of any survey depends upon resources, quality and timing and
integrity of the surveyor who compiles the primary data. So it is a very important
task and it has manage with all the available resources which make an impact on
the quality of survey.

Approach:

The approach behind a surveyor the project varies with the purpose of the survey.
Under this report, “quantitative” approach is used which is concerned with the
objective assessment of the availability and display that is clearly visible and can
be easily quantified. No subjective assessment is involved in this report.

Place/Survey Area:

The survey was conducted at 15 outlets in Durgapur Steel City which covered the
places Rajbandh, Muchipara, Durgapur Railway Station & Bus Stand, Bhiringi
More, Gandhi More & City Centre.

Data Collection:

The two sources for data collection are documentary or secondary and field or
primary is used. As I have to collect information, which is fickle in nature, the
availability and display of the product changes even each and everyday, therefore,
I have obtained public opinion from the end-users of all the outlets of the city.

I have covered Durgapur city and collected different public opinion which was
great for a company product like Coca Cola during the season like Summer.
 FIELD EXPERIENCE
The success of any survey depends upon the quality and integrity of the surveyor
who collect the basic data by expressing the subject under the study and on the
respondents who provides the required data. The accuracy of the data collected
solely depends upon the cooperation and truthfulness of the person who is being
interviewed.

Keeping this in mind I have tried my best to collect the reliable data. During the
process I came across a variety of experiences some interesting and some bitter
one's.

After knowing the utility of the survey some of the respondents filled up the
questionnaire sincerely whereas some of the other were not interested in it.
However, most of the respondents were friendly and cooperative and willingly
filled up the questionnaire & provided data with utmost sincerity and to the best
of their knowledge.

Barring few exceptions, I had a pleasant time with respondents and I hope that
the respondents did not feel the interview insipid and boring.

MADHULIKA SOURABH
BBA(H)
 ANALYSIS AND FINDINGS

1. GENDER OF THE CONSUMER

m a le
49% 51%
fe m a le

Fig.:1

Table:1 Distribution of male and female

Cumulati
Freque Valid
Percent ve
ncy Percent
Percent
Male 406 51.0 51.0 51.0
Source: Female 394 49.0 49.0 100.0
primary Total 800 100.0 100.0
data
collection

Out of 800 consumers, 51% are males and only 49% are females.
2. AGE GROUP OF THE CONSUMER

3%
13%

34% BELOW 15
16-25

22% 26-35
36-45
46 & ABOVE

28%

Fig2
MAXIMUM numbers of people surveyed are BELOW 15 YEARS

3. OCCUPATION OF THE CONSUMER

Table: 2 Occupation wise distribution

Freque Valid Cumulative

ncy Percent Percent Percent
Professional 100 13.0 13.0 18.0
Businessman 75 9.0 9.0 22.0
Service 210 26.0 26.0 48.0
Student 390 49.0 49.0 97.0
Any other 25 3.0 3.0 100.0
Total 800 100.0 100.0 100.0
Source: primary data collection
 3% 13%

9% P ROFE S S IONA L
B US INE S S M A N
S E RV ICE M A N
49%
S TUDE NTS

26% A NY OTHE R

Fig. 3

OUT OF 800 PEOPLE 13%are professionals, 9%are businessman, 26%are

serviceman, and 49% are students.

4. NUMBER OF PEOPLE PURCHASE COLD DRINKS

Table: 3

Frequenc Valid Cumulative

Percent
y Percent Percent
Yes 774 97.0 97.0 97.0
No 26 3.0 3.0 100.0
Total 800 100.0 100.0
Source: primary data collection
 3%

yes
no

97%

Fig.4

Out of 800 respondents, 97% of consumers buy COLD DRINKS and only 3%of
them do not buy

5. COLD DRINKS PEOPLE BUY

Table: 4

Frequency Percent Valid Percent Cumulative Percent

COKE
151 18.8 18.8 18.8
PEPSI
142 17.75 17.75 36.55
7 UP
96 12 12 48.55
SPRITE
89 11.12 11.12 59.67
FANTA
69 8.6 8.6 68.27
MAZZA
67 8.3 8.3 76.57

THUMSUP 186 23.2 23.23 100.0

Total
800 100.0 100.0

Source: primary data collection

 19%
23%
COKE
PEPSI
7 UP
SPRITE
8% 18% FANTA
MAZZA
9% THUMSUP

11% 12%

Fig. 5

19% respondents prefer COKE, 18% prefer PEPSI, 12% 7UP, 11 % of them
preferSPRITE, 9%FANTA, 8% prefer MAZZA, and 23% prefer THUMSUP.

6. REASON TO PURCHASE COALA DRINKS

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Brand name 160 20.0 20.0 20.0
Taste 204 25.0 25.0 45.0
Brand
88 8.0 8.0 53.0
ambassador
packaging 158 10.0 10.0 63.0
Easy
66 16.0 16.0 79.0
avialability
Price 124 20.0 20.0 99.0
Any other 8 1.0 1.0 100.0
Total 800 100.0 100.0
Table 5
Source: primary data collection
 TASTE

8% 1% BRAND NAME
25%
11%
PACKAGING

PRICE
15%
BRAND
20% AMBASSADOR
EASY
20% AVIALABILITY
ANY OTHER

Fig. 6

25%people purchase COLD DRINKS because of TASTE, 20% people purchase

COLD DRINKS because of BRAND NAME, 20% people purchase COLD
DRINKS because of PACKAGING, 15% people purchase COLD DRINKS
because of PRICE , 11% people purchase COLD DRINKS because of BRAND
AMBASSADOR 8%people purchase COLD DRINKS because of EASY
AVILABILITY 1%people purchase COLD DRINKS because of ANY OTHER
REASON

7. PEOPLE HAVE SEEN THE ADVERTISEMENT OF COLD DRINKS

Table 6
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 782 98.0 98.0 98.0
No 18 2.0 2.0 100.0
Total 100 100.0 100.0

Source: primary data collection

 2%

yes
no

98%

Fig. 7

Out of 800 consumers 98% have seen the ADVERTISEMENT and only 2%
have not seen the ADVERTISEMENT of any cola drinks

8. ADVERTISEMENT PEOPLE REMEMBER THE MOST

Table 7

Frequency Percent Valid Percent Cumulative Percent

Valid COKE
189 27.0 27.0 27.0
PEPSI
188 28.0 28.0 55.0
7 UP
84 16.0 16.0 71.0
SPRITE
48 21.0 21.0 92.0
FANTA
32 4.0 4.0 96.0
MAZZA
78 3.0 3.0 99.0

Total THUMSUP 181 1.0 1.0 100

Total 800 100 100

Source:primary data collection

 23% 23%
COKE
PEPSI
7 UP
SPRITE
10% FANTA
MAZZA
4% 23% THUMSUP
6%
11%

Fig. 8

23% people remember the advertisement of COKE

23% people remember the advertisement of.PEPSI
11% people remember the advertisement of 7UP
6% people remember the advertisement of SPRITE
4% people remember the advertisement of FANTA
10%people remember the advertisement of MAZZA
23%people remember the advertisement of.THUMSUP

9. REASON TO REMEMBER THE ADVERTISEMENT

Table: 8
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Creativity 194 24.0 24.0 24.0
Brand
196 25.0 25.0 49.0
ambassador
Idea of
delivering 90 11.0 11.0 60.0
message
Frequency
204 25.0 25.0 85.0
of add
Logical
116 15.0 15.0 100.0
reason
Total 100 100.0

Source: primary data collection

 CREATIVITY

15% BRAND
24% AMBASSADOR

IDEA OF
DELIVERING THE
25% MESSAGE
FREQUENCY OF
25% ADD
11%
LOGICAL
REASON

Fig. 9

24% people remember the advertisement because of CREATIVITY.

25% people remember the advertisement because of BRAND AMBASSADOR
11% people remember the advertisement because of THEIR IDEA OF
DELIVERING THE MESSAGE.
25%people remember the advertisement because of FREQUENCY OF
ADD.15% people remember the adverisement because of LOGICAL REASON.

SURVEY OUTPUT
 TEST ANALYSIS

1. CHI-SQUARE TEST
Table: 9

Observed N Expected N Residual

COKE
151 114.3 105.7
PEPSI
142 114.3 -101.3
7 UP
96 114.3 -26.3
SPRITE
89 114.3 75.7
FANTA
69 114.3 63.7
MAZZA
67 114.3 -84.3

THUMSUP 186 114.3 -110.3

Total
800

Source: primary data collection

Test Statistics

Connections
Chi-Square(a) 447.260
Df 6
Asymp. Sig. .000
a 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 114.3.

HO-there is no significance difference between the preferences of consumers regarding the

COLD DRINKS?H1-there is a significance difference between the preferences of consumers
regarding the COLD DRINKS?
IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS
REJECTED.
THAT means consumers preferences for Drinks are different.

151 RESPONDENTS buy COKE, 142 buys PEPSI, 96 7UP, 89 consumers prefer SPRITE, 69
prefer FANTA chips, 67 prefer MAZZA, and only 186 of them prefer THUMSUP
ADVERTISEMENT PEOPLE REMEMBER THE MOST

2. CHI-SQUARE TEST

ADVERTISEMENT
Table: 10

Observed N Expected N Residual

COKE
189 133.3 -45.3
PEPSI
188 133.3 -67.3
7 UP
84 133.3 30.7
SPRITE
48 133.3 -9.3
FANTA
32 133.3 75.7
MAZZA
78 133.3 15.7

THUMSUP 181
Total

Source: primary data collection

Test Statistics

Connections
Chi-Square(a) 101.905
Df 5
Asymp. Sig. .000
a 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 133.3.
HO-there is no significance difference between the advertisements

H1-there is a significance difference between the advertisements

IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS

REJECTED.
THAT means consumers remember different different advertisements.
189 people remember the advertisement of COKE, 188 people remember the advertisement of
PEPSI, 84 people remember the advertisement of7UP,48 people remember the advertisement
ofSPRITE,32 people remember the advertisement of MAZZA, AND 181 people remember
the advertisement of THUMSUP.

REASON TO PURCHASE A COLD DRINK.

3. FRIEDMAN TEST
Ranks
Table: 11

Mean Rank
Packaging
5.11

Brand
6.00

Taste
6.90

Easy availability
2.00

Ambassador
3.00

Price
3.99

Other
1.01

Sources: primary data collection

Test Statistics(a)
N
800

Chi-Square
4718.549
 Df
6

Asymp. Sig.
.000

a Friedman Test

H0- there is no significance difference between all the factors.

H1-there is a significance difference between all the factors.

IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS REJECTED.

THAT means consumers prefer any mobile connection on the basis of certain factors.

In this case as
The mean rank of taste IS 6.90 MEANS most of the consumers purchase drinks because the
taste.

AND the mean rank for EASY AVAILABILITY is 2.00 (AFTER ANY OTHER FACTOR)
THAT means CONSUMERS don’t care about EASY AVAILABILITY while purchasing
COLD DRINKS
 REASON TO REMEMBER THE ADVERTISEMENT

4. Friedman Test
Ranks
Table: 12

Mean Rank
Creativity
3.91

Brand ambassador
4.23

Idea of message
1.10

Frequency of add
4.62

Logical reason
2.43

a Friedman Test

Test Statistics(a)

N
800

Chi-Square
4626.647

Df
6

Asymp. Sig.
.003
H0- there is no significance difference between all the factors TO REMEMBER THE
ADVERTISEMENT.
H1-there is a significance difference between all the factors TO REMEMBER THE
ADVERTISEMENT

IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS REJECTED.THAT

means consumers remember the advertisement of any COLA DRINK because of some
factors, In this case as

the mean rank of FREQUENCY OF THE ADVERTISEMENT IS 4.62 MEANS most of the
consumers remember the advertisement because the frequency of the add,

AND the mean rank for idea of delivering the message is 1.10 THAT means CONSUMERS
don’t care about the idea of delivering the message.
 CONCLUSION
From this project titled “to conduct a field survey on the product of cold
drinks to find out which one is preferred
more by the people as compared to other product" I have learnt a lot about
real practical work being done in the market. I have also watched and learnt the
practical applicability of the various things that we have studied theoretically.

I observed on the basis of survey in Durgapur Steel City that Coca Cola lay
emphasis on merchandising in order to become the No. 1 brand in soft drink
products.

Coca Cola adopt a good customer relationship management, it's focus on the
segment of the product because each segment is affected by different sets of
factors which hamper or enhance sales. Each segment had its own pros & cons.
So we have to understand the various segment of soft drink products that which
flavour is existing more in the market, such as Tums Up strong brand of coke
which is more popular in young generation. I also observe about fate dealer, sub
dealer, monopoly counter and its marketing strategy, such as fate dealer has
influence to wrong direction of the market. They supply product at high margin
with low scheme.

As we know till now since the concept of brand loyalty of soft drink industry is
not in that shape in which it is in countries, so company should take some steps
to have a good rapport the retailers why to supply them regularly and provide
them with other monetary benefit.
 SUGGESTIONS
&
RECOMMENDATIONS
Doing a survey on consumers market provided a lot of insight into the dynamics
of the market place and with it valuable insights were also gained into the psyche
of consumer and owners.

S U P P L Y:

The demand of Thums Up & Maaza far exceed the supply especially in case of
200 ml and pet bottles. Few shop owner's claimed that many a times no supply is
made for 3 days and some times even more.

Sometimes the delivery vans of Coca Cola starts late from the distribution point
and that of rivals reach early so eateries, which generally serve soft drinks in the
glass, buy the soft drinks from the delivery van which arrives first.

Salesman at the delivery van to be inconsistent on certain meters likes the

concept of broken bottles. When dealing with the shop and the eatery owners
some salesman do exchange bottles while some do not?

All flavours and all size of bottles are kindly available in the market.

COMPANY REPRESENTATION:

Owners confirmed that Company representatives DON'T COME WHEN

CALLED REPEATEDLY.
The Company must ensure that the representatives do visit an outlet at least
one in 3 days to listen and to attained to complained, if any.

SALES PUSH BY EAT & DRINK OUTLET:

The Company easily influenced many eatery owners, which provide them with
better facilities. There was a tendency to push the product of the Company which
ever offered them better scheme or benefits.
 LIMITATIONS

The area of study is limited to the Market Survey of Right Execution for Coca
Cola aspects of the system, while the marketing has other crucial areas too
which were left uncharted.

The study is limited to Eastern Region of Coca Cola which is a Multinational

Company, so the area plays as a constraint in the study.

The time period allotted for the study was only of one month, which may
provide a deceptive picture in
comparison of the study based on long run.

The study was based on both primary and secondary data but the relevance of the
secondary data may not be justified.

The success of any survey depends upon the quality and integrity of the surveyor
who collect the basic data by expressing the subject under the study and on the
respondents who provides the data required by filling up the questionnaire. The
accuracy of the data collected solely depends upon the cooperation and
truthfulness of the person who is being interviewed.

Interaction skills as well as the behaviour of the respondents also played as a

constraints during the research.
 BIBLIOGRAPHY

01 COMPANY PROFILE
Web Site: www.coca-cola.com

02 METHODOLOGY
Research Methodology Methods & Techniques,
C R Kothari

03 MARKETING & BRANDING

Marketing Management,
Kotler Philip

04 MERCHANDISING
Web Site: www.ask-jeeves.com, www.distributing-
company.com

05 MARKETING STRATEGY
Internaltional Marketing Management
R L Vershney & B Bhattacharya
06 Source-Davis Woman’s

Journal of Food Science and Technology, July 31, 2007

07 Journal of ims vol 3 no.1, jan-june 2007

 QUESTIONNAIRE

1.NAME: ………………………………..
GENDER- MALE FEMALE
ADDRESS ……………………………

OCCUPATION
PROFESSIONAL
BUSINESSMAN
SERVICE
STUDENT
ANY OTHER

2. AGE : 15-20 21-35

36-45 46-55
55 AND ABOVE

3. DO you drink coca cola?

Yes No

4. Which cola drink do you prefer most?

COKE
PEPSI
7UP
SPRITE
FANTA
MAZA
THUMSUP

5. About Cola drink what do you like the most?(PLEASE RATE THEM
from 1-6)
BRAND NAME TASTE
EASY AVAILABILITY
PACKAGING
PRICE BRAND AMBASSADOR
ANY OTHER (PLEASE SPECIFY)

6. Have you seen any advertisement of ANY Cola drinks?

Yes No

7. Advertisement of which Cola drinks do you remembers the most?

COKE
PEPSI

7 UP

SPRITE

FANTA

MAZZA

THUMSUP

8. What attracted you in the advertisement?( PLEASE RATE THEM from

1-3)

CREATIVITY
BRAND AMBASSADOR
IDEA OF DELIVERING THE MESSAGE
FREQUENCY OF ADD
LOGICAL REASON

9. Have you decided to purchase any connection after watching the

advertisement?

Yes No

ANY SUGGESTIONS:::::::::::::
…………………………………………………………………………
……………………………………

STUDY ON- CONSUMER PREFERENCES FOR coke