A STUDY ON CONSUMERS’ PREFERENCES TOWARDS SOFT DRINK PRODUCTS

By,T.M.SANTHOSH

(MB14B43)

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

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%

PRODUCT PORTFOLIO

• Coca Cola• Diet Coke• Fanta• Sprite• Thums Up• Limca• Minute maid pulpy orange• Minute maid mixed fruit• Maaza

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

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

REASON FOR SHOPPING

Monthly purchase Weekly purchase Daily purchase0%

10%

20%

30%

40%

50%

60%

47% 48%

5%

NATURE OF PURCHASE

89%

11%

Planned purchase

Impulse purchase

USE OF SOFT DRINKS

89%

11%

Family use

Paties

CONSUMPTION OF SOFT DRINKS

106100 Cola drinks

Mango drinks

INFLUENCE ON PURCHASE

Brand Taste Offer0%

10%

20%

30%

40%

50%

60%

8.70%

52.70%

38.60%

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

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

PERCEPTION OF TASTE- COCA COLA

56.70%

43.30%

Very good

Good

PERCEPTION OF TASTE- FANTA

Very good Good Neutral0%

10%

20%

30%

40%

50%

60%

43%

56%

1%

PERCEPTION OF TASTE- SPRITE

Very good Good Neutral0%

10%

20%

30%

40%

50%

60%

70%

18%

68%

14%

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%

PERCEPTION OF TASTE- LIMCA

Very good Good Neutral Bad0%

10%

20%

30%

40%

50%

60%

70%

80%

2%

22%

71%

5%

PERCEPTION OF TASTE- MINUTE MAID PULPY ORANGE

Very good Good Neutral Bad0%

10%

20%

30%

40%

50%

60%

3%

10%

30%

57%

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%

PERCEPTION OF TASTE- MAAZA

85.30%

13.30%

1.30%

Very good

Good

Neutral

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

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%

QUANTITY PURCHASED

Below 5litres

5-10litres

11-15litres

0% 10% 20% 30% 40% 50% 60% 70%

69.40%

29.30%

1.30%

PLACE OF PURCHASE

94%

6%

Super markets

Retail shops

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

SATISFICATION ON THE PRICE- COCA COLA

Highly satisfied

Satisfied

Neutral

0% 10% 20% 30% 40% 50% 60%

56.70%

41.30%

2.00%

SATISFICATION ON THE PRICE- FANTA

Highly satisfied Satisfied Neutral0%

10%

20%

30%

40%

50%

60%

44.00%

53.30%

2.70%

SATISFICATION ON THE PRICE- SPRITE

Highly satisfied

Satisfied

Neutral

0% 10% 20% 30% 40% 50% 60% 70% 80%

14.00%

68.70%

17.30%

SATISFICATION ON THE PRICE- THUMSUP

Highly satisfied

Satisfied

Dissatisfied

0% 10% 20% 30% 40% 50% 60% 70%

32.70%

63.30%

4.00%

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%

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%

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%

SATISFICATION ON THE PRICE- MAAZA

80.70%

19.30%

Highly satisfied

Satisfied

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

OPINION ON COCA COLA ADVERTISEMENT

Very good

Good

Neutral

0% 10% 20% 30% 40% 50% 60% 70%

36.00%

61.30%

2.70%

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%

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%

INFLUENCE OF ADVERTISEMENT ON PURCHASE

70.70%

29.30%YesNo

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%

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%

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%

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%

CELEBRITIES ENDORSEMENT LIKED MOST- KAREENA KAPOOR

Like most

Like

Neutral

Dislike

0% 10% 20% 30% 40% 50% 60%

13%

30%

49%

8%

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

RESPONDENTS BASED ON GENDER

76.70%

23.30%

Male

Female

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%

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%

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%

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

  

• 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

THANK YOU