A Study on Consumers' Preference Towards Soft Drink Products
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Transcript of A Study on Consumers' Preference Towards Soft Drink Products
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A STUDY ON CONSUMERS’ PREFERENCES TOWARDS SOFT DRINK PRODUCTS
By,T.M.SANTHOSH
(MB14B43)
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INDUSTRY PROFILE
• In 1767 Joseph Priestley invented carbonated water in England
• Soft drinks players in India: Coca Cola, Parle Agro and Pepsico
• Soft drinks has become world’s leading beverage sector and is expected to lead the market value of $5.9 billion by the end of 2015
• Global consumption of soft drinks is rising by 7% a year, well ahead of all other beverage categories
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COMPANY PROFILE• Coca Cola was founded in 1886 and in India it entered
in the year 1993• In India its head quarters in Haryana• CEO of Coca Cola: Atul Singh (India)• It has 7,000 Indian distributors and more than 1.7
million retailers• Coca Cola in India directly employs over 25,000
people on contract• Coca Cola has a market share of 60% in CSD
(Carbonated Soft Drinks) and 35% in Fruit drinks• Coca Cola has a worldwide market share of 48.3%
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PRODUCT PORTFOLIO
• Coca Cola• Diet Coke• Fanta• Sprite• Thums Up• Limca• Minute maid pulpy orange• Minute maid mixed fruit• Maaza
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RESEARCH OBJECTIVES
• To identify the consumers’ preferences for soft drinks products, brands and the major influence in their purchase
• To identify the customer’s buying pattern related to Coca Cola products
• To determine the consumers’ perception on the taste, price, advertisements and celebrity endorsements related to Coca Cola and its sub-brands
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RESEARCH METHODLOGY
Research Design: Descriptive research Research Method: Survey method Research Instrument: Structured questionnaireSample size: 150 Sample area: ChennaiSampling method: Non-Probability Convenience
SamplingStatistical package: SSPSAnalytical tool: Percentage analysis, Mean
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REASON FOR SHOPPING
Monthly purchase Weekly purchase Daily purchase0%
10%
20%
30%
40%
50%
60%
47% 48%
5%
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NATURE OF PURCHASE
89%
11%
Planned purchase
Impulse purchase
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USE OF SOFT DRINKS
89%
11%
Family use
Paties
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CONSUMPTION OF SOFT DRINKS
106100 Cola drinks
Mango drinks
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INFLUENCE ON PURCHASE
Brand Taste Offer0%
10%
20%
30%
40%
50%
60%
8.70%
52.70%
38.60%
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BRAND PREFERENCE- COLA DRINKS
Coca Cola Thumsup 7up Pepsi0
0.5
1
1.5
2
2.5
3
3.5
4 3.73
1.13
1.88
3.28
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BRAND PREFERENCE- MANGO DRINKS
Maaza Slice Frooti Maa Mangola0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
54.4 4.53
3.01
2.01
1.05
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PERCEPTION OF TASTE- COCA COLA
56.70%
43.30%
Very good
Good
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PERCEPTION OF TASTE- FANTA
Very good Good Neutral0%
10%
20%
30%
40%
50%
60%
43%
56%
1%
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PERCEPTION OF TASTE- SPRITE
Very good Good Neutral0%
10%
20%
30%
40%
50%
60%
70%
18%
68%
14%
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PERCEPTION OF TASTE- THUMSUP
Very good
Good
Neutral
Bad
0% 10% 20% 30% 40% 50% 60% 70%
1.30%
30.70%
66.00%
2.00%
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PERCEPTION OF TASTE- LIMCA
Very good Good Neutral Bad0%
10%
20%
30%
40%
50%
60%
70%
80%
2%
22%
71%
5%
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PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE
Very good Good Neutral Bad0%
10%
20%
30%
40%
50%
60%
3%
10%
30%
57%
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PERCEPTION OF TASTE- MINUTE MAID MIXED FRUIT
Good
Neutral
Bad
Very bad
0% 10% 20% 30% 40% 50% 60% 70%
2.70%
13.30%
70.00%
14.00%
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PERCEPTION OF TASTE- MAAZA
85.30%
13.30%
1.30%
Very good
Good
Neutral
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PERCEPTION OF TASTE- COMAPRSION OF ALL BRANDS
Coca Cola
Fanta
Sprite
Thumsup
Limca
Minute maid pulpy orange
Minute maid mixed fruit
Maaza
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
4.55
4.41
4.043.3
3.182.55
2.06
4.84
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BUYING PATTERN
Festivals Parties Offers No specific reason
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1.30%10.70%
86.00%
2.00%
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QUANTITY PURCHASED
Below 5litres
5-10litres
11-15litres
0% 10% 20% 30% 40% 50% 60% 70%
69.40%
29.30%
1.30%
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PLACE OF PURCHASE
94%
6%
Super markets
Retail shops
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INFLUENCE ON THE PURCHASE OF COCA COLA PRODUCTS
Coca C
olaFan
taSpri
te
Thumsup
Limca
Minute
maid pu
lpy or
ange
Minute
maid m
aixed
fruit
Maaza
0
2000
4000
6000
8000
10000
12000
TastePriceAdvertisementBrand nameCircle of friends
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SATISFICATION ON THE PRICE- COCA COLA
Highly satisfied
Satisfied
Neutral
0% 10% 20% 30% 40% 50% 60%
56.70%
41.30%
2.00%
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SATISFICATION ON THE PRICE- FANTA
Highly satisfied Satisfied Neutral0%
10%
20%
30%
40%
50%
60%
44.00%
53.30%
2.70%
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SATISFICATION ON THE PRICE- SPRITE
Highly satisfied
Satisfied
Neutral
0% 10% 20% 30% 40% 50% 60% 70% 80%
14.00%
68.70%
17.30%
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SATISFICATION ON THE PRICE- THUMSUP
Highly satisfied
Satisfied
Dissatisfied
0% 10% 20% 30% 40% 50% 60% 70%
32.70%
63.30%
4.00%
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SATISFICATION ON THE PRICE- LIMCA
Highly satisfied Satisfied Neutral Dissatisfied0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1.30%
14.70%
80.00%
4.00%
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SATISFICATION ON THE PRICE- MINUTE MAID PULPY ORANGE
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
0% 5% 10% 15% 20% 25% 30% 35% 40%
15%
28%
19%
36%
1%
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SATISFICATION ON THE PRICE- MINUTE MAID MIXED FRUIT
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied0%
5%
10%
15%
20%
25%
30%
35%
40%
4.70%7.30%
30.00%
38.00%
20.00%
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SATISFICATION ON THE PRICE- MAAZA
80.70%
19.30%
Highly satisfied
Satisfied
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SATISFICATION ON THE PRICE- A COMPARSION
Coca Cola
Fanta
Sprite
Thumsup
Limca
Minute maid pulpy orange
Minute maid mixed fruit
Maaza
0 1 2 3 4 5 64.54
4.4
3.96
4.24
3.12
3.2
2.38
4.8
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OPINION ON COCA COLA ADVERTISEMENT
Very good
Good
Neutral
0% 10% 20% 30% 40% 50% 60% 70%
36.00%
61.30%
2.70%
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ATTRACTIVE COLA DRINKS ADVERTISEMENT
Coca Cola Sprite 7up Pepsi0%
10%
20%
30%
40%
50%
60%
70%
80% 75.30%
1.30% 2.00%
21.30%
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ATTRACTIVE FRUIT DRINKS ADVERTISEMENT
Minute maid pulpy orange
Maaza
Slice
Frooti
0% 10% 20% 30% 40% 50% 60% 70% 80%
1.30%
21.30%
76.00%
1.30%
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INFLUENCE OF ADVERTISEMENT ON PURCHASE
70.70%
29.30%YesNo
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CELEBRITIES ENDORSEMENT LIKED MOST- AAMIRKHAN
Like most
Like
Neutral
Dislike
0% 10% 20% 30% 40% 50% 60%
34.70%
54.70%
9.30%
1.30%
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CELEBRITIES ENDORSEMENT LIKED MOST- VIJAY
Like most
Like
Neutral
Dislike
Dislike most
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
36.00%
46.70%
14.70%
1.30%
1.30%
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CELEBRITIES ENDORSEMENT LIKED MOST- KATRINA KAIF
Like most Like Neutral Dislike0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
10.00%
40.60%44.70%
4.70%
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CELEBRITIES ENDORSEMENT LIKED MOST- SALMAN KHAN
Like most Like Neutral Dislike0%
10%
20%
30%
40%
50%
60%
6.00%
30.70%
53.30%
10.00%
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CELEBRITIES ENDORSEMENT LIKED MOST- KAREENA KAPOOR
Like most
Like
Neutral
Dislike
0% 10% 20% 30% 40% 50% 60%
13%
30%
49%
8%
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CELEBRITIES ENDORSEMENT- A COMPARSION
Aamirkhan
Vijay
Katrina Kaif
Salman khan
Kareena kapoor
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
4.22
4.14
3.56
3.32
3.46
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RESPONDENTS BASED ON GENDER
76.70%
23.30%
Male
Female
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RESPONDENTS BASED ON AGE
15-20years 21-25years 26-30years 31-40years 40years & above
0%
5%
10%
15%
20%
25%
30%
35%
4%
30%
24%
33%
9%
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RESPONDENTS BASED ON OCCUPATION
Professional Businessman Student House wife0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
13.30%
41.30%
28.70%
16.70%
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RESPONDENTS BASED ON INCOME
Below 5000
5001-15000
15001-30000
30001-45000
Above 45000
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
38.70%
5.30%
44.00%
9.30%
2.70%
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SUGGESTIONS
• The company must concentrate on their products (Limca & Sprite) because they not selling in the market compared to Coca Cola & Maaza
• Majority of the consumers are not satisfied with the taste of other Coca cola products (except Coca Cola & Maaza), so they must improve the taste of other products
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• Most of the consumers said that Coca Cola products are not available in retail shops, so the company must make the availability of products retail shops
• Awareness of Minute maid pulpy orange and Minute maid mixed fruit is less. Company should increase its promotion
• Taste of Minute maid mixed fruit should be improved
• As per the respondents opinion the advertisement of Coca Cola are not so attractive as the tough its competitor. So they should improve upon their advertisement
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THANK YOU