revised survey

A STUDY OF CONSUMER BEHAVIOUR TOWARDS PEPSI & COCA COLA

MCOM(II) BANKING & FINANCE

CHAPTER 1

INTRODUCTION

NARSEE MONJEE COLLEGE OF COMMERCE &ECONOMICS 1

1.1 INTRODUCTION:

Meaning of Consumer Buying behaviour:

Consumer buying behaviour is the sum total of a consumer's attitudes, preferences,

intentions, and decisions regarding the consumer's behaviour in the marketplace when

purchasing a product or service. The study of consumer behaviour draws upon social science

disciplines of anthropology, psychology, sociology, and economics.

About PepsiCo

PepsiCo products are enjoyed by consumers one billion times a day in more than 200

countries and territories around the world. PepsiCo generated more than $66 billion in net

revenue in 2014, driven by a complementary food and beverage portfolio that includes Frito-

Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a

wide range of enjoyable foods and beverages, including 22 brands that generate more than $1

billion each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose our goal to deliver top-tier financial

performance while creating sustainable growth and shareholder value. In practice,

Performance with Purpose means providing a wide range of foods and beverages from treats

to healthy eats; finding innovative ways to minimize our impact on the environment and

reduce our operating costs; providing a safe and inclusive workplace for our employees

globally; and respecting, supporting and investing in the local communities where we

operate.

Leadership through Performance with Purpose:

PepsiCo entered India in 1989 and in a short period, has grown into one of the largest MNC

food and beverage businesses in the country. PepsiCo’s growth in India has been guided by

“Performance with Purpose”, its goal to deliver top-tier financial performance while creating

sustainable growth and shareholder value. In practice, Performance with Purpose means

providing a wide range of foods and beverages from treats to healthy eats; finding innovative

ways to minimize 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.

Large investor in India with strong brands:

PepsiCo has been consistently investing in India, in the areas of product innovation,

increasing manufacturing capacity, ramping up market infrastructure, strengthening supply

chain and expanding company’s agriculture programme. The company has built an expansive

beverage and snack food business supported by 37 beverage plants and 3 food plants. In two

decades, the company has been able to organically grow eight brands each of which generate

Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted

across the country.

A growing portfolio of enjoyable and wholesome snacks and beverages:

PepsiCo India’s diverse portfolio reflects its commitment to nourish consumers with a diverse

range of fun and healthier products and includes iconic brands like Pepsi, Lay’s, Kurkure,

Tropicana, Gatorade and Quaker. In addition to the recently launched Lay’s Maxx, 7UP

Revive and Tropicana Slice Alphonso, the portfolio includes several healthier treats like

Quaker Oats, Tropicana juices, rehydrator Gatorade, Tata Water plus, Quaker flavoured oats

and Quaker NutriUpma and Quaker NutriPoha breakfast range with the power of wholegrain.

Model partnership with over 24,000 farmers:

PepsiCo India has pioneered and established a model of partnership with farmers and now

works with over 24,000 happy farmers across nine states. More than 45 percent of these are

small and marginal farmers with a land holding of one acre or less. PepsiCo provides 360-

degree support to the farmer through assured buy back of their produce at pre-agreed prices,

quality seeds, extension services, disease control packages, bank loans, weather insurance,

and the latest technological practices. The association with PepsiCo India has not only raised

the incomes of small and marginal farmers, but also their social standing.

Global leader in water conservation:

In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to

achieve ‘Positive Water Balance’ in the beverage world, and has been Water Positive since

then. Through 2013, 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 CII National award for water management, Water

Digest award for water practices and Golden Peacock award for water conservation amongst

others.

Care for the environment:

PepsiCo India is now focused on reducing its carbon footprint. More than 40 per cent of its

energy is today generated from renewable sources such as bio mass and rice husk boilers and

wind turbines. Initiatives 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 NGO Exnora and local municipalities has also been working on a unique

waste collection and treatment program called ‘Waste-to-Wealth’. The award winning

programme has positively impacted more than 5, 00,000 people.

Exemplary employment practices:

PepsiCo India provides direct and indirect employment to almost 2, 00,000 people. The

company believes in providing employment and growth opportunities to local talent. Its

‘College of Leadership’, ensures early identification of talent, and employees’ focused

development through critical experiences. PepsiCo firmly believes that encouraging diversity

means encouraging policies and systems that respect people’s special needs. Not 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 experiences and a robust leadership development model.

About Coca-Cola:Coca-Cola, the product that has given the world its best-known taste was born in Atlanta,

Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer

and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly

400 beverage brands. It 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. In addition to this, it also produces and markets sports

drinks, tea and coffee. The Coca- Cola Company began building its global network in the

1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-

Cola system has successfully applied a simple formula on a global scale: “Provide a moment

of refreshment for a small amount of money- a billion times a day.”

The Coca-Cola Company and its network of bottlers comprise the most sophisticated and

pervasive production and distribution system in the world. More than anything, that system is

dedicated to people working long and hard to sell the products manufactured by the

Company. This unique worldwide system has made The Coca-Cola Company the world’s

premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola,

more than any other consumer product, has brought pleasure to thirsty consumers around the

globe. For more than 115 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. It 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 equity 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.

CONSUMER PREFERENCES:

The consumer market amounts to a total of 6.3 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. Moreover, 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,

consequently consumers do not truly know what affects their purchases as “ninety-

fivepercent of the thought, emotion, and learning [that drive our purchases] occur in

theunconscious 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.

CULTURAL FACTORS:

Culture is “the set of basic values, perceptions, wants and behaviors learned by a member of

society from family and other important institutions”, and is the primary reasonbehind a

person’s wants and behavior. Although different societal groups have their ownculture that

affects consumers’ buying behavior, the extent to which it influences thebehavior might vary

from country to country. Each cultural group can be divided into groupsconsisting of people

with common life experiences and situations, also known as subcultures, such as nationality,

racial groups, religion, and geographical areas. Thethird cultural factor is social class, which

is constituted upon among other variables:occupation, income, education, and wealth.

SOCIAL FACTORS:

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 extent. Some 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 “serve as direct (face-

to-face) or indirect points of comparison or reference in forming aperson’s attitudes or

beliefs”. However, 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. Finally, a wife, husband or a child have strong influences on

a consumer and thus the family is the most vital consumer buying organization in society.

PERSONAL FACTORS:

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. Moreover, depending on a person’s occupation and financial situation, as

well as the stage in life a person is in, his/her demands for products shift. A person’s lifestyle

forms his/her world and the way he/she decides to act, thus a person’s activities, interests,

andopinions constitute their lifestyle, as well as affecting the choice of products.

Moreover, all people are individual; hence have a unique personality of different

characteristics, which is often portrayed with traits, such as self-confidence, dominance,

sociability, autonomy, defensiveness, adaptability, and aggressiveness.

PSYCHOLOGICAL FACTORS:

Four objects constitute this group of factors, namely motivation, perception, learning, and

beliefs & attitudes. When a person is motivated, he/she acts accordingly and the actions taken

are affected by the person’s perception of the situation. Perception is the individual selection,

organization and interpretation of the information which flows through people’s senses, and

consequently a meaningful picture of the world is formed. When people experience new

things, changes take place in their behavior, i.e. they learn new things when they take action.

As a result, beliefs and attitudes are acquired and hence affect the buying behavior.

CHAPTER 2

RESEACH METHODOLOGY

A. RESEARCH METHODOLOGY:

Methodology is the systematic analysis of the methods applied to a field of study. It

comprises the theoretical analysis of the body of methods and principles associated with the

branch of knowledge.

A methodology does not set out to provide solutions. Therefore, it is not the same thing

methods. Instead, it offers the theoretical base for understanding which method, set of

methods or so called “best practices” can be applied to specific case.

Merriam-Webster dictionary provide two definition on research methodology are as follow:

1.”the analysis of the principles of methods, rule, and postulates employed by a

discipline”

2.”the systematic study of, methods that are, can be, or have been applied within a

discipline”

FEATURES OF RESEACH METHODOLOGY:

Systematic process

Purpose of research methodology

Reliance on empirical evidence

Commitment to objectivity

Verifiability

Ethical neutrality

Development of principles and theories

Multipurpose activity

Use of induction and deduction methods

B. TYPE OF THE RESEARCH:The research activity can be classified into different categories.Some of the main types of

research are as follow:

1. Basic research

2. Applied research

3. Descriptive research

4. Analytical research

5. Empirical research

6. qualitative research

7. quantitative research

8. other types of research

I have used descriptive research in this project the term descriptive research refers to provides

data about the population or universe being studied. But its only describe the “who, what,

when, where and how” of a situation. It does not describe what caused a particular situation.

The two most commonly types of descriptive research methods include observation method

and survey method. I am using survey method in this project.

C. OBJECTIVE OF THE RESEARCH:The target of this research is to identify and discussthe two global companies, Coca Cola and

Pepsi Cola, which succeed to be the most known soft drinks companies in the world. And

also to know the consumer behaviour towards Pepsi and coca cola.

D.HYPOTHESIS: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. In any event, it lead to an empirical test. Whatever the

outcome, the hypothesis is a question put in such a way that an answer of some kind can be

forthcoming.

According to me Pepsi is more popular brand then the coca cola and many people prefer

Pepsi more than the coca cola.

E. DATA SOURCES:

There are two methods for collection of data

1. 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

And I have used the both the methods to collect the data majority of the data is collected from

primary source. Secondary data collected from coca cola and Pepsi official websites.

F. SAMPLE SIZE:Sampling size 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 30 respondents. The selected respondents in the age

group of 25-55 years belonged to varied employment, gender and income groups. Convenient

sampling technique was applied in selecting respondents as sample.

G. LIMITATION OF STUDY:

Due to the time constraint and the limitation in the number of people whoconduct the field

sampling, this research study is limiting field sampling to three locations only.

H. REVIEW OF LITERATURE:

Blattberg, Peacock, and Sen (1976, 1978):

Describe 16 purchasing strategy segments based on three purchase dimensions: brand loyalty

(single brand, single brand shifting, many brands), type of brand preferred (national, both

national and private label), and price sensitivity (purchase at regular price, purchase at deal

price).

Kretter,Kadekova et al (2010):

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.

Gupta &gupta (2008):

Fruit drinks: 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 & rising level

of health consciousness among consumers and parents. They believe that these drinks provide

superior nutrition because of their status & high beverage cost.

Gupta parul (2003):

Studied the coke & Pepsi’s rural drive to push sales soft drink giants Coca-Cola& Pepsi have

signed on thousands of new retailers in a drive into rural India that has pushed up sales

steeply. Coca-Cola has made its beverages available in 40,000 additional villages in the last 3

years.

Jyoti k arun (2002):

Studies the Coca-Cola India’s marketing plan for the summer peak sales season is vested with

a rural thrust & rides on the back of its newly launched 200-ml bottle, priced between Rs. 5 to

Rs 6 across the country. While the soft drinks sales showed flat growth last year, sales in that

year are up by 80% for the company.

CHAPTER 3

ANALYSIS AND INTERPRETATION

1. Do you drink cola-soft drinks?

Option Number of respondent % of responses

YES 27 90

No 3 10

Interpretation:

After analysis I concluded that majority of the people that means 90% of the respondent are

drinking carbonate drinks in their daily life remaining 10% of the respondent are not drinking

carbonate drinks.

2. How many glasses do you drink per week?

≤ 1 6 20

1-3 14 47

4-6 9 30

7-9 1 3

≥ 10 0 0

≤ 1 1-3 4-6 7-9 ≥ 100%

Interpretation:

After the analysis I conclude that majority of the respondent drink 3-5 glasses of

carbonate drinks in a week. And 30% of the respondent drinks 4-6 glasses of carbonate

drinks in a week, 20% respondent drinks once in a week, only 3% of the respondent

drinks 7-9 glasses, and 0% in 10 glasses.

3. What cola-brand do you drink the most?

Coca cola 8 27

Pepsi 19 63

Other 3 10

coca cola27%

pepsi63%

other10%

coca cola pepsi other

Interpretation:

After analysis I find that majority of the respondent prefer Pepsi as a brand mostly for

drinking cola that means 63% and 27% of the respondent prefer coca cola and remaining

10% of them prefer other brand for drinking cola.

4. Which brand do you prefer?

Coca cola 7 23

Pepsi 18 60

neither 5 17

coca cola pepsi neither

Interpretation:

After analysis I conclude that many of the respondent prefer Pepsi as a best brand and

reaming 23% of respondent prefer coca cola as a brand and 17% of the respondent prefer

both as a brand. From the above table and graph we can see that Pepsi is the most preferring

brand for carbonate drinks.

5. What is your view on Coca-Cola as a brand?

Very good 4 13

Good 19 63

neither 4 14

bad 3 10

Very bad 0 0

very good good neither bad very bad

Interpretation:

After analysis I conclude that majority of the respondent that means 63% of them feel coca

cola brand as good and 10% of them feel coca cola as brand is bad.

6. What is your view on Pepsi as a brand?

Very good 4 13

Good 21 63

neither 4 14

bad 1 10

Very bad 0 0

Interpretation:

From the above table and graph we can see that 70% of the respondent feel that Pepsi as a

good brand and 13% of the feel neither good nor bad and 13% of them feel it’s a very good as

a brand.

7. Do you know what Coca-Cola advertises?

YES 8 27

No 22 73

yes no

Interpretation:

After analysis I conclude that 73% of the respondent are not aware about the coca cola

advertisement and remaining 27% of the respondent are aware about coca cola advertisement.

It indicate that majority of them are not aware about the coca cola advertisement that means

the company have to improve their advertising.

8. Do you know what Pepsi advertises?

YES 22 73

No 8 27

yes no

Interpretation:

From the above table and graph we can see that 73% of the respondent are aware about the

Pepsi advertisement and remaining 27% of them are not. It indicates that the advertisement of

the Pepsi is more popular than the coca cola advertisement.

9. How much influence does the advertisement have on your choice of cola-product?

Very much 1 3

A lot 7 23

Neither 4 13

Little 11 37

Very little 7 24

very much a lot neither little very little

Interpretation:After analysis I conclude that 375 of the respondent feel that advertisement about the cola

product affect them little and 23% of them feel it affect them a lot.

10. What do you think about the fact that companies use celebrities in their advertising

campaigns?

Very good 4 14

God 22 73

Neither 3 10

Bad 0 0

Very bad 1 3

Interpretation:

From the above table and graph we can see that majority of the respondent 735 are think

good about the companies using celebrities in their advertisement and 145 of them feel it very

11. How does this affect your view of the brand?

Positively 26 87

negatively 4 13

positively

negatively

Interpretation:

After analysis I conclude that 87% of the respondent are feeling positively about celebrities in

the advertisement of the cola brand and remaining 13% of them are feeling negatively about

the same.

12. Would an advertisement with your idol affect your choice of cola-product?

Positively 20 67

negatively 10 33

positively

negatively

Interpretation:

From the above graph and table we can see that advertisement with the idol affect 67% of the

respondent and 33% of the respondent feel it does not affect the choice of cola brand.

13. Which logo do you prefer?

Interpretation:

After analysis I conclude that 60% of the respondent prefer Pepsi logo and 40% of them

prefer coca cola logo.

14. Which slogan appeals to you the most?

Thandamatlab coca cola 13 43

Oh yes abhi 17 57

thanda matlab coca cola oh yes abhi

Interpretation:

From the above table and graph we can see that clearly slogan of Pepsi appeal the customer

most than the coca cola slogan.

15. Do you know what Coca-Cola sponsors?

Yes 30 100

no 0 0

yes no

Interpretation:

After analysis I conclude that 100% of the respondent are not aware about what the coca cola

company sponsors.

16. Do you know what Pepsi sponsors?

Yes 4 13

no 26 87

yes no

Interpretation:

After analysis I conclude that 87% of the respondent are not aware about what the Pepsi

company sponsors and the remaining 13% of them aware about the same.

CHAPTER 4

SUMMARY, FINDING, RECOMMENDATION

A. SUMMARY:

The soft drinks and beverages can be said to be as old as a civilization of man. Soft drinks are

known as refresher and man need to refresh himself in the time of his thirst, fatigue and

dullness.

The conventional Indian soft drink pattern includes lemon juice, butter milk, lassi etc. with

entry of British India got westernized and synthetic soft drinks which were part of the

dominant life style of the western world came floating to India.

Research is done through personal survey with questionnaire 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 expect some more improved advertisement so that it

can compete more with Pepsi.

B. FINDING:

Majority of the consumers prefer Pepsidue to its Brand Image, Taste &

Quality.

Most of the consumers of a Coca-Cola brand are not sosatisfied and

consumers of Pepsi are satisfied with theoffers provided by the company.

From the survey it has been observed thatadvertisements have shown a greater

impact onpurchase decision.

Pepsi has got a greater market share compared tothe coca cola because of its

product line & product range.

From the survey I observe that 100% of the respondent are not aware about

what the coca cola sponsor.

My 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 consistencyand should introduce new models

according to thechanging needs in the market.

Both companies should concentrate on consumer offers to retain the existing

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

expectations of consumers.

The companies should come up with timely and updated advertisements, which

include sponsorships to different social responsibility campaigns

To influence the consumers buying behavior, both the companies should maintain good quality, availability and create awareness; brand image towards their products in the mind set of consumers,

ANNEXURE

BIBLIOGRAPHY:

http://www.pepsicoindia.co.in/media/fact-sheet.html

http://groovyganges.org/2007/07/history-of-coca-cola-in-india/

http://www.businessdictionary.com/definition/research-methodology.html

www.cocacolaindian.com

NARSEE MONJEE COLLEGE OF COMMERCE & ECONOMICS

NAME: ____________________________________________________________

AGE: _______________ MOBILE NO: ___________________________________

1. Are you able to communicate freely with your supervisor

Yes No

2. Do you have friendly relationship with your colleagues in this unit

YES NO

3. Does the organization pay adequate attention towards women employees and their

problems

YES NO Neither

4. In this job, do you have freedom to try out new work method?

YES NO

5. Are you doing shift duty in your unit? Especially late evening or Night

Yes No

6. Do you face any problem while working in shift duty ?

Yes No

If yes, please tick.

a) Transport Yes No

b) Safety Yes No

c) Family/Children Yes No

d) Any other Yes No

7. Have you ever heard of any women in your work place that experienced sexual

harassment ?

YES NO

8. Do you have adequate job security in your unit

YES ` NO

9. Have you received any safety training regarding the equipment and materials you use

YES NO

10. Does/did your workplace have well established, written safety values – sometimes

called beliefs and principles? “Written” means readily available in a document, posted

on the bulletin board, etc

YES NO

11. To what extent are/were the safety rules of your workplace obeyed?

EVERYTIME SOMETIMES NOT AT ALL

12. Do you have grievance redressal system for employees in your unit

YES NO

13. In this organization are superiors receptive to suggestions of women subordinates?

`` YES NO

14. Do you believe that Human Resource is an extremely important resource and they

have to be treated humanely

YES NO

15. Have you received first aid service in your job?

YES NO

1.Click to Continue

2.Click to Continue

3.Click to Continue

4.Click to Continue

5.Click to Continue

6.Click to Continue

7.Click to Continue

8.Click to Continue

9.Click to Continue

10.Click on User ID field

11.Type preethyk for simulation

12.Click on Password field

13.Type ***** for simulation

14.Click on Right Arrow to login

15.Click on Service

16.Click on CRN field

17.Type 6112480 for simulation

18.Click on Go

19.Click on New

20.Click on CRN Type drop down

21.Select NI for simulation

22.Click on CRN field

23.Type 6112480 for simulation

24.Click on Product Type field

25.Click on Product Type drop down

26.Click on Retail Liabilities for simulation

27.Click on SR Nature field

28.Click on SR Nature drop down

29.Click on Request for simulation

30.Click on SR Group field

31.Click on SR Group drop down

32.Click on HOMEBANKING for simulation

33.Click on SR Type field

34.Click on SR Type drop down

35.Click on Home Banking Registration for simulation

36.Click on Summary

37.Input Summary - As per Customer Request

38.Click on NI FA small box to select Account No

39.Click on NI Account - 06322000000483 for simulation

40.Click on OK

41.Selection of CPC and RPC department is categorized as Region wise

42.Click on Assigned To Deptsmall box

43.Type CPC in Starting with field

44.Click on Go

45.Click on Assigned To SubDeptsmall box

46.Click on CPC Mumbai - AMUfor simulation

47.Click on OK

48.Click on Edit

49.Click on Save Record and provide SR No to customer

50.You can view De-registration process related

revised survey

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