CHAPTER 1 INTRODUCTION
1.1 INTRODUCTION: Meaning of Consumer Buying bea!iour: Consu Consume merr buy buying ing behavi behaviour our is the the sum total total of a consu consume mer's r's atti attitud tudes, es, prefe preferen rences ces,, intentio intentions, ns, and decision decisionss regardin regarding g the consumer consumer's 's behaviou behaviourr in the marketp marketplace lace when when purchasing a product or service. The study of consumer behaviour draws upon upo n social science disciplines of anthropology, psychology, sociology, and economics. Abou" Pe#siCo
PepsiCo products are enjoyed by consumers one billion times a day in more than 2 countries and territories around the world. PepsiCo generated more than !"" billion in net revenue in 2#$, driven by a complementary complementary food and beverage portfolio portfolio that includes %rito& ay, (atorade, Pepsi&Cola, )uaker and Tropicana. PepsiCo*s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than !# billion each in estimated esti mated annual retail sales. +t the heart of PepsiCo is Performance with Purpose our goal to deliver top&tier financial performance while creating sustainable growth and shareholder value. n practice, Performance Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats- finding innovative ways to minimie our impact on the environment and reduce our operating costs- providing a safe and inclusive workplace for our employees globally globally-- and respecti respecting, ng, supp support orting ing and investi investing ng in the local local communi communitie tiess where where we operate. $ea%ersi# "roug Performan&e 'i" Pur#ose:
PepsiCo entered ndia in #/0/ and in a short period, has grown into one of the largest 1C food and beverage businesses in the country. PepsiCo*s growth in ndia has been guided by 3Performance 3Performance with Purpose4, its goal to deliver top&tier financial performance performance while creating sustainable growth and shareholder value. n practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats- finding innovative innov ative ways to minimie our impact on the environment and lower our costs through energy and water conservation, as well as reduced use of packaging material- providing a safe and
1.1 INTRODUCTION: Meaning of Consumer Buying bea!iour: Consu Consume merr buy buying ing behavi behaviour our is the the sum total total of a consu consume mer's r's atti attitud tudes, es, prefe preferen rences ces,, intentio intentions, ns, and decision decisionss regardin regarding g the consumer consumer's 's behaviou behaviourr in the marketp marketplace lace when when purchasing a product or service. The study of consumer behaviour draws upon upo n social science disciplines of anthropology, psychology, sociology, and economics. Abou" Pe#siCo
PepsiCo products are enjoyed by consumers one billion times a day in more than 2 countries and territories around the world. PepsiCo generated more than !"" billion in net revenue in 2#$, driven by a complementary complementary food and beverage portfolio portfolio that includes %rito& ay, (atorade, Pepsi&Cola, )uaker and Tropicana. PepsiCo*s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than !# billion each in estimated esti mated annual retail sales. +t the heart of PepsiCo is Performance with Purpose our goal to deliver top&tier financial performance while creating sustainable growth and shareholder value. n practice, Performance Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats- finding innovative ways to minimie our impact on the environment and reduce our operating costs- providing a safe and inclusive workplace for our employees globally globally-- and respecti respecting, ng, supp support orting ing and investi investing ng in the local local communi communitie tiess where where we operate. $ea%ersi# "roug Performan&e 'i" Pur#ose:
PepsiCo entered ndia in #/0/ and in a short period, has grown into one of the largest 1C food and beverage businesses in the country. PepsiCo*s growth in ndia has been guided by 3Performance 3Performance with Purpose4, its goal to deliver top&tier financial performance performance while creating sustainable growth and shareholder value. n practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats- finding innovative innov ative ways to minimie our impact on the environment and lower our costs through energy and water conservation, as well as reduced use of packaging material- providing a safe and
inclusive workplace for our employees globally- and respecting, supporting and investing in the local communities where we operate. $arge in!es"or in In%ia 'i" s"rong bran%s:
Pepsi PepsiCo Co has has been been consis consiste tentl ntly y invest investing ing in ndia, ndia, in the areas areas of produc productt innova innovati tion, on, increasing manufacturing capacity, ramping up market infrastructure, strengthening supply chain and e5panding company*s agriculture programme. The company has built an e5pansive beverage and snack snac k food business supported by 67 beverage plants and a nd 6 food plants. pla nts. n two decades, the company has been able to organically grow eight brands each of which generate 8s. # crores or more in estimated annual retail sales and are household names, trusted across the country.
A gro'ing #or"fo(io of en)oyab(e an% 'o(esome sna&*s an% be!erages:
PepsiCo ndia*s diverse portfolio reflects its commitment to nourish consumers with a diverse range of fun and healthier products and includes iconic brands like Pepsi, ay*s, 9urkure, Tropicana, (atorade and )uaker. n addition to the recently launched ay*s 1a55, 7:P 8evive and Tropicana ;lice +lphonso, the portfolio includes several healthier treats like )uaker
Mo%e( #ar"nersi# 'i" o!er +,- farmers:
PepsiCo ndia has pioneered and established a model of partnership with farmers and now works with over 2$, happy farmers across nine states. 1ore than $> percent of these are small and marginal farmers with a land holding of one acre or less. PepsiCo provides 6"& degree support to the farmer through assured buy back of their produce at pre&agreed prices, ?uality seeds, e5tension services, disease control packages, bank loans, weather insurance, and the latest technological technological practices. The association association with PepsiCo ndia has not only raised the incomes of small and marginal farmers, but also their social standing.
/(oba( (ea%er in 'a"er &onser!a"ion:
n 2/, PepsiCo ndia achieved a significant milestone, by becoming the first business to achieve @Positive =ater Aalance* in the beverage world, and has been =ater Positive since then. Through 2#6, the company saved more that it consumed in its manufacturing operations. The company made this possible through innovative irrigation practices like direct seeding, community water recharging initiatives, and by reducing the consumption of water in its manufacturing facilities. PepsiCo is lauded for its efforts for water conservation and has received numerous awards such as C ational award for water management, =ater Bigest award for water practices and (olden Peacock award for water conservation amongst others.
Care for "e en!ironmen":
PepsiCo ndia is now focused on reducing its carbon footprint. 1ore than $ per cent of its energy is today generated from renewable sources such as bio mass and rice husk boilers and wind turbines. nitiatives such as reduction in use of chemicals, eco&friendly packaging initiatives and efficient waste management help reduce load on the environment. PepsiCo in partnership with the (< 5nora and local municipalities has also been working on a uni?ue waste collection and treatment program called @=aste&to&=ealth*. The award winning programme has positively impacted more than >, , people.
E0em#(ary em#(oymen" #ra&"i&es:
PepsiCo ndia provides direct and indirect employment to almost 2, , people. The company believes in providing employment and growth opportunities to local talent. ts @College of eadership*, ensures early identification of talent, and employees* focused
development through critical e5periences. PepsiCo firmly believes that encouraging diversity means encouraging policies and systems that respect people*s special needs. ot only does PepsiCo have a vibrant and diverse workforce, it takes the utmost care to make dynamic business leaders of its employees and foster their career and personal growth through differentiated e5periences and a robust leadership development model.
Abou" Co&aCo(a: Coca&Cola, the product that has given the world its best&known taste was born in +tlanta, (eorgia, on 1ay 0, #00". Coca&Cola Company is the world*s leading manufacturer, marketer and distributor of non&alcoholic beverage concentrates and syrups, used to produce nearly $ beverage brands. t sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Company*s beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not& ready&to&drink powder products. n addition to this, it also produces and markets sports drinks, tea and coffee. The Coca& Cola Company began building its global network in the #/2s. ow operating in more than 2 countries and producing nearly $ brands, the Coca& Cola system has successfully applied a simple formula on a global scaleD 3Provide a moment of refreshment for a small amount of money& a billion times a day.4 The Coca&Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. 1ore than anything, that system is dedicated to people working long and hard to sell the products manufactured by the Company. This uni?ue worldwide system has made The Coca&Cola Company the world*s premier soft&drink enterprise. %rom Aoston to Aeijing, from 1ontreal to 1oscow, Coca&Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. %or more than ##> years, Coca&Cola has created a special moment of pleasure for hundreds of millions of people every day. The Company aims at increasing shareowner value over time. t accomplishes this by working with its business partners to deliver satisfaction and value to consumers through a worldwide system of superior brands and services, thus increasing brand e?uity on a global
basis. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately controlled environment, to meet business goals and objectives. The associates of this Company jointly take responsibility to ensure compliance with the framework of policies and protect the Company*s assets and resources whilst limiting business risks.
CON2UMER PRE3ERENCE2:
The consumer market amounts to a total of ".6 billion people, and thus there is great demand for an enormous variety of goods and services, especially as consumers differ from one another in that of age, gender, income, education level, and tastes. 1oreover, the relationships between different consumers, as well as their contact with other elements of the world surroundings, affect their choice of products, services, and companies. The reason why consumers buy what they do is often deeply rooted in their minds, conse?uently consumers do not truly know what affects their purchases as 3ninety&five percent of the thought, emotion, and learning Ethat drive our purchasesF occur in the unconscious mind& that is without our awareness. Consumers* purchase process is affected by a number of different factors, some of which marketers cannot control, such as cultural, social, personal, and psychological factors.
CU$TURA$ 3ACTOR2:
Culture is 3the set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions4, and is the primary reason behind a
person*s wants and behavior. +lthough different societal groups have their own culture that affects consumers* buying behavior, the e5tent to which it influences the behavior might vary from country to country. ach cultural group can be divided into groups consisting of people with common life e5periences and situations, also known as subcultures, such as nationality, racial groups, religion, and geographical areas. The third cultural factor is social class, which is constituted upon among other variablesD occupation, income, education, and wealth.
2OCIA$ 3ACTOR2:
The second classification of factors affecting consumer behavior is social grouping, which is composed of small groups, social roles and status, and family that affect all individuals to some e5tent. ;ome of these groups have a direct influence on a person, i.e. membership groups, groups that a person can belong to, and reference groups which 3serve as direct Gface& to&faceH or indirect points of comparison or reference in forming a person*s attitudes or beliefs4. Iowever, some people are affected by groups in which they do not belong to- these reference groups include aspirational groups, groups that a person desires to belong to and a fan*s admiration for an idol, etc. %inally, a wife, husband or a child have strong influences on a consumer and thus the family is the most vital consumer buying organiation in society.
PER2ONA$ 3ACTOR2:
Consumers* personal characteristics, like for instance age and life&cycle stage, occupation, economic situation, lifestyle, as well as personality and self&concept influence consumers* buying behavior. 1oreover, depending on a person*s occupation and financial situation, as well as the stage in life a person is in, hisJher demands for products shift. + person*s lifestyle forms hisJher world and the way heJshe decides to act, thus a person*s activities, interests, and opinions constitute their lifestyle, as well as affecting the choice of products. 1oreover, all people are individual- hence have a uni?ue personality of different characteristics, which is often portrayed with traits, such as self&confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness.
P24CHO$O/ICA$ 3ACTOR2:
%our objects constitute this group of factors, namely motivation, perception, learning, and beliefs K attitudes. =hen a person is motivated, heJshe acts accordingly and the actions taken
are affected by the person*s perception of the situation. Perception is the individual selection, organiation and interpretation of the information which flows through people*s senses, and conse?uently a meaningful picture of the world is formed. =hen people e5perience new things, changes take place in their behavior, i.e. they learn new things when they take action. +s a result, beliefs and attitudes are ac?uired and hence affect the buying behavior.
CHAPTER + RE2EACH METHODO$O/4
A. RE2EARCH METHODO$O/4:
1ethodology is the systematic analysis of the methods applied to a field of study. t comprises the theoretical analysis of the body of methods and principles associated with the branch of knowledge. + methodology does not set out to provide solutions. Therefore, it is not the same thing methods. nstead, it offers the theoretical base for understanding which method, set of methods or so called 3best practices4 can be applied to specific case.
1erriam&=ebster dictionary provide two definition on research methodology are as followD
1.5"e ana(ysis of "e #rin&i#(es of me"o%s- ru(e- an% #os"u(a"es em#(oye% by a %is&i#(ine5
+.5"e sys"ema"i& s"u%y of- me"o%s "a" are- &an be- or a!e been a##(ie% 'i"in a %is&i#(ine5
3EATURE2 O3 RE2EACH METHODO$O/4: • • • • • • • • •
;ystematic process Purpose of research methodology 8eliance on empirical evidence Commitment to objectivity Lerifiability thical neutrality Bevelopment of principles and theories 1ultipurpose activity :se of induction and deduction methods
B. T4PE O3 THE RE2EARCH: The research activity can be classified into different categories. ;ome of the main types of research are as followD
#. 2. 6. $. >. ". 7. 0.
Aasic research +pplied research Bescriptive research +nalytical research mpirical research ?ualitative research ?uantitative research other types of research
have used descriptive research in this project the term descriptive research refers to provides data about the population or universe being studied. Aut its only describe the 3who, what, when, where and how4 of a situation. t does not describe what caused a particular situation. The two most commonly types of descriptive research methods include observation method and survey method. am using survey method in this project.
C. OB6ECTI7E O3 THE RE2EARCH: The target of this research is to identify and discuss the two global companies, Coca Cola and Pepsi Cola, which succeed to be the most known soft drinks companies in the world. +nd also to know the consumer behaviour towards Pepsi and coca cola.
D. H4POTHE2I2: The formulation of hypothesis is an important step in the formulation of research problem. The hypothesis is a tentative proposition formulated to determine its validity. The hypothesis may prove to be correct or incorrect. n any event, it lead to an empirical test. =hatever the outcome, the hypothesis is a ?uestion put in such a way that an answer of some kind can be forthcoming.
+ccording to me Pepsi is more popular brand then the coca cola and many people prefer Pepsi more than the coca cola.
E. DATA 2OURCE2:
There are two methods for collection of data #. primary data 2. secondary data The primary data are those, which are collected afresh and for the first time, and therefore it happens to be original in character.
The secondary data are those which have already been collected by someone else and which have been passed through the statical process
+nd have used the both the methods to collect the data majority of the data is collected from primary source. ;econdary data collected from coca cola and Pepsi official websites.
3. 2AMP$E 2I8E: ;ampling sie refers to a part of the universe is selected for obtaining information. Therefore, sampling offers several advantages to the researcher. The sample for this study consisted of 6 respondents. The selected respondents in the age group of 2>&>> years belonged to varied employment, gender and income groups. Convenient sampling techni?ue was applied in selecting respondents as sample.
/. $IMITATION O3 2TUD4:
Bue to the time constraint and the limitation in the number of people who conduct the field sampling, this research study is limiting field sampling to three locations only.
H. RE7IE9 O3 $ITERATURE:
B(a""berg- Pea&o&*- an% 2en 1;<=- 1;<>?:
Bescribe #" purchasing strategy segments based on three purchase dimensionsD brand loyalty Gsingle brand, single brand shifting, many brandsH, type of brand preferred Gnational, both national and private labelH, and price sensitivity Gpurchase at regular price, purchase at deal priceH.
@re""er-@a%e*o!a e" a( +1?:
Country of the origin of food and consumer preference in segment of university student*s consumers prefer the attributes like freshness, flavor and also the price. Consumer prefers fruit juices because of their flavor and freshness.
/u#"a gu#"a +>?:
%ruit drinksD how healthy and safe discussed that fruit drinks are popularly used in most urban households today markets are flooded with a large variety of juices e.g.- mango, apple, guava, litchi. The main reason for increased consumption is changing lifestyles K rising level of health consciousness among consumers and parents. They believe that these drinks provide superior nutrition because of their status K high beverage cost.
/u#"a #aru( +?:
;tudied the coke K Pepsi*s rural drive to push sales soft drink giants Coca&Cola K Pepsi have signed on thousands of new retailers in a drive into rural ndia that has pushed up sales steeply. Coca&Cola has made its beverages available in $, additional villages in the last 6 years.
6yo"i * arun ++?:
;tudies the Coca&Cola ndia*s marketing plan for the summer peak sales season is vested with a rural thrust K rides on the back of its newly launched 2&ml bottle, priced between 8s. > to 8s " across the country. =hile the soft drinks sales showed flat growth last year, sales in that year are up by 0M for the company.
CHAPTER ANA$42E2 AND INTERPRETATION
#. Bo you drink cola&soft drinksN
O#"ion O; o
Number of res#on%en" 27 6
of res#onses / #
10%
yes no
90%
In"er#re"a"ion:
+fter analysis concluded that majority of the people that means /M of the respondent are drinking carbonate drinks in their daily life remaining #M of the respondent are not drinking carbonate drinks.
2. Iow many glasses do you drink per weekN
O#"ion # #&6 $&" 7&/ Q #
Number of res#on%en" " #$ / #
of res#onses 2 $7 6 6
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% ≤1
1-3
4-6
7-9
≥ 10
In"er#re"a"ion: +fter the analysis conclude that majority of the respondent drink 6&> glasses of carbonate drinks in a week. +nd 6M of the respondent drinks $&" glasses of carbonate drinks in a week, 2M respondent drinks once in a week, only 6M of the respondent drinks 7&/ glasses, and M in # glasses. 6. =hat cola&brand do you drink the mostN
O#"ion Coca cola Pepsi
Number of res#on%en" 0 #/ 6
of res#onses 27 "6 #
other; 10% coca cola; 27%
pepsi; 63%
coca cola
pepsi
other
In"er#re"a"ion:
+fter analysis find that majority of the respondent prefer Pepsi as a brand mostly for drinking cola that means "6M and 27M of the respondent prefer coca cola and remaining #M of them prefer other brand for drinking cola.
$. =hich brand do you preferN
O#"ion Coca cola Pepsi neither
Number of res#on%en" 7 #0 >
of res#onses 26 " #7
coca cola
pepsi
neither
17% 23%
60%
In"er#re"a"ion:
+fter analysis conclude that many of the respondent prefer Pepsi as a best brand and reaming 26M of respondent prefer coca cola as a brand and #7M of the respondent prefer both as a brand. %rom the above table and graph we can see that Pepsi is the most preferring brand for carbonate drinks.
>. =hat is your view on Coca&Cola as a brandN O#"ion Lery good (ood neither bad Lery bad
Number of res#on%en" $ #/ $ 6
of res#onses #6 "6 #$ #
very good
good
neither
10%
ad
very ad
13%
14%
63%
In"er#re"a"ion:
+fter analysis conclude that majority of the respondent that means "6M of them feel coca cola brand as good and #M of them feel coca cola as brand is bad.
". =hat is your view on Pepsi as a brandN
O#"ion Lery good (ood neither bad Lery bad
Number of res#on%en" $ 2# $ #
of res#onses #6 "6 #$ #
very good
good
neither
4%
ad
very ad
13%
13%
70%
In"er#re"a"ion:
%rom the above table and graph we can see that 7M of the respondent feel that Pepsi as a good brand and #6M of the feel neither good nor bad and #6M of them feel it*s a very good as a brand.
7. Bo you know what Coca&Cola advertisesN
O#"ion O; o
Number of res#on%en" 0 22
of res#onses 27 76
27%
73%
yes
no
In"er#re"a"ion:
+fter analysis conclude that 76M of the respondent are not aware about the coca cola advertisement and remaining 27M of the respondent are aware about coca cola advertisement. t indicate that majority of them are not aware about the coca cola advertisement that means the company have to improve their advertising.
0. Bo you know what Pepsi advertisesN O#"ion O; o
Number of res#on%en" 22 0
of res#onses 76 27
27%
73%
yes
no
In"er#re"a"ion:
%rom the above table and graph we can see that 76M of the respondent are aware about the Pepsi advertisement and remaining 27M of them are not. t indicates that the advertisement of the Pepsi is more popular than the coca cola advertisement.
/. Iow much influence does the advertisement have on your choice of cola&productN
O#"ion Lery much + lot either ittle Lery little
Number of res#on%en" # 7 $ ## 7
of res#onses 6 26 #6 67 2$
very !"ch
a lot
neither
little
very little
3% 24% 23%
13%
37%
In"er#re"a"ion: +fter analysis conclude that 67> of the respondent feel that advertisement about the cola product affect them little and 26M of them feel it affect them a lot.
#. =hat do you think about the fact that companies use celebrities in their advertising campaignsN
O#"ion Lery good (od either Aad Lery bad
Number of res#on%en" $ 22 6 #
of res#onses #$ 76 # 6
very good
good
neither
ad
very ad
3% 14%
10%
73%
In"er#re"a"ion:
%rom the above table and graph we can see that majority of the respondent 76> are think good about the companies using celebrities in their advertisement and #$> of them feel it very good. ##. Iow does this affect your view of the brandN
O#"ion Positively negatively
Number of res#on%en" 2" $
of res#onses 07 #6
negatively
positively
In"er#re"a"ion:
+fter analysis conclude that 07M of the respondent are feeling positively about celebrities in the advertisement of the cola brand and remaining #6M of them are feeling negatively about the same.
#2. =ould an advertisement with your idol affect your choice of cola&productN
O#"ion Positively negatively
Number of res#on%en" 2 #
of res#onses "7 66
negatively
positively
In"er#re"a"ion: %rom the above graph and table we can see that advertisement with the idol affect "7M of the respondent and 66M of the respondent feel it does not affect the choice of cola brand.
#6. =hich logo do you preferN
O#"ion
Number of res#on%en" #0
of res#onses "
#2
$
40%
60%
In"er#re"a"ion:
+fter analysis conclude that "M of the respondent prefer Pepsi logo and $M of them prefer coca cola logo.
#$. =hich slogan appeals to you the mostN
O#"ion Thanda matlab coca
Number of res#on%en" #6
of res#onses $6
cola
#7
>7
40%
60%
thanda !atla coca cola
oh yes ahi
In"er#re"a"ion: %rom the above table and graph we can see that clearly slogan of Pepsi appeal the customer most than the coca cola slogan.
#>. Bo you know what Coca&Cola sponsorsN
O#"ion Oes no
Number of res#on%en" 6
of res#onses #
100%
yes
no
In"er#re"a"ion:
+fter analysis conclude that #M of the respondent are not aware about what the coca cola company sponsors.
#". Bo you know what Pepsi sponsorsN
O#"ion Oes no
Number of res#on%en" $ 2"
of res#onses #6 07
13%
#7%
yes
no
In"er#re"a"ion:
+fter analysis conclude that 07M of the respondent are not aware about what the Pepsi company sponsors and the remaining #6M of them aware about the same.
CHAPTER , 2UMMAR4- 3INDIN/- RECOMMENDATION
A. 2UMMAR4:
The soft drinks and beverages can be said to be as old as a civiliation of man. ;oft drinks are known as refresher and man need to refresh himself in the time of his thirst, fatigue and dullness.
The conventional ndian soft drink pattern includes lemon juice, butter milk, lassi etc. with entry of Aritish ndia got westernied and synthetic soft drinks which were part of the dominant life style of the western world came floating to ndia.
8esearch is done through personal survey with ?uestionnaire for customers and found that Pepsi has good market potential as compared to coca cola and consumer prefer this brand because of taste and refreshing and they e5pect some more improved advertisement so that it can compete more with Pepsi.
B. 3INDIN/: 1ajority of the consumers prefer Pepsi due to its Arand mage, Taste K
)uality. 1ost of the consumers of a Coca&Cola brand are not so satisfied and
consumers of Pepsi are satisfied with the offers provided by the company.
%rom the survey it has been observed that advertisements have shown a
greater impact on purchase decision. Pepsi has got a greater market share compared to the coca cola because of its
product line K product range.
%rom the survey observe that #M of the respondent are not aware about
what the coca cola sponsor. 1y hypothesis is proven because majority of the respondent prefer Pepsi then
coca cola and the advertisement of Pepsi is more attractive to the customer.
C. RECOMMENDATION:
The Pepsi Company should maintain its consistency and should introduce new models
according to the changing needs in the market. Aoth companies should concentrate on consumer offers to retain the e5isting
consumers as well as to attract the new customers.
The companies have to pay a greater attention on its distribution activities to satisfy
the needs of all types of consumers. The companies should redesign the packing models of the products to meet the
e5pectations of consumers.
The companies should come up with timely and updated advertisements, which
include sponsorships to different social responsibility campaigns
$o in"ence the cons"!ers "ying ehavior& oth the co!panies sho"ld !aintain good '"ality& availaility and create a(areness; rand i!age to(ards their prod"cts in the !ind set o) cons"!ers&
ANNEURE
BIB$IO/RAPH4: •
httpDJJwww.pepsicoindia.co.inJmediaJfact&sheet.html
•
httpDJJgroovyganges.orgJ27J7Jhistory&of&coca&cola&in&indiaJ
•
httpDJJwww.businessdictionary.comJdefinitionJresearch&methodology.html
•
www.cocacolaindian.com
NAME: A/E: MOBI$E NO:
#. Bo you drink cola&soft drinksN Oes
o
2. Iow many glasses do you drink per weekN
#
#&6
$&"
7&/
Q #
6. =hat cola&brand do you drink the mostN Coca&Cola
Pepsi
$. =hich brand do you preferN Coca&Cola
Pepsi
either
>. =hat is your view on Coca&Cola as a brandN Lery good
(ood
either
Aad
Lery bad
Aad
Lery bad
". =hat is your view on Pepsi as a brandN Lery good
(ood
either
7. Bo you know what Coca&Cola advertisesN Oes
o
0. Bo you know what Pepsi advertisesN
Oes
o
/. Iow much influence does the advertisement have on your choice of cola&productN Lery much
+ lot
either
ittle
Lery little
#. =hat do you think about the fact that companies use celebrities in their advertising campaignsN Lery good
(ood
either
Aad
Lery bad
##. Iow does this affect your view of the brandN Positively
egatively
#2. =ould an advertisement with your idol affect your choice of cola&productN Positively
egatively
#6. =hich logo do you preferN
#$. =hich slogan appeals to you the mostN Thanda matalab Coca&ColaS
#>. Bo you know what Coca&Cola sponsorsN OesD RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
o
#". Bo you know what Pepsi sponsorsN OesD RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
o
