A STUDY ON CONSUMER BUYING BEHAVIOR OF PEPSI

COLA WITH REFERENCE TO CHENNAI CITY

Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. 

It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups.

It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

INTRODUCTION

7UPAlivaAquafinaCheetosDuke’sGatoradeKurkureLay’s

LeharMirindaTropicanaNimboozPepsiQuker oatsSliceTropicanaUncle chipps

PEPSI PRODUCTS IN INDIA

The overall purpose of this research is to gain deeper understanding of diff erent factors which are significantly related to the soft drink buying behavior of consumers in Chennai city.

Information which can be benefit soft drink companies to understand consumers and their preference to gain success in the domestic market.

PROBLEM STATEMENT

To know the consumer buying behavior of Pepsico products.

To know the consumption pattern of Pepsico products.To identify the consumer preference of Pepsico

products.To identify the factors aff ecting buying behavior of

Pepsico products.

OBJECTIVE OF THE STUDY

The research is based on the sample size and was limited to Chennai region only it may or may not be the true representative of the entire population. So it can be generalized over large population.

The time period for research was limited only, so it was not possible to do any statistical test on the collected data.

LIMITATION OF THE STUDY

Method of research: Description research was used.

Tools used for data collection: A questionnaire was structured together the primary

Information.Sources of data collection:

The data has been collected from both primary and secondary methods have been used.

RESEARCH METHODOLOGY

Primary data: It was collected by surveying the Pepsico consumers and

randomly to the customers going to retailers.Secondary data:

General library research source like marketing book. Advertising journals like magazines and newspaper. Internet: Pepsico website, wiki

Structured questionnaire: Structured questionnaire is a printed list of questions to

be filled by the respondents.

RESEARCH METHODOLOGY

Tools and techniques: The first hand information was collected by interviewing

the Distributor regarding the Percentage analysis, correlation analysis, reliability

analysis, chi square and weighted average.Sampling design:

Sample unit: Pepsi cola customers Sample size: 300 respondents Sampling technique: Simple Random sampling

RESEARCH METHODOLOGY

The result shows that most of the respondents are males (164 respondents), many of the respondents falls between 31-40 years, 41-50 years old. 213 respondents are having school level educational qualifications and 138 respondents are earning less than 10000 rupees every month. In the many of them are students and private employees.

Television and radios are the top promotional tools. Many respondents know the Pepsico product through these promotional tools only. 56 respondents prefer Tropicana products, 212 respondents prefer Pepsi cola and 32 respondents prefer Gatorades.

FINDINGS

Above results shows that 71 respondents are taking Pepsi products every day, 94 respondents taking twice in a week, 119 respondents taking weekly once, 11 respondents taking monthly and 146 respondents are purchasing Pepsi products for their family, 61 respondents purchasing for their children, 20 respondents are purchasing Pepsi products for social occasions and 73 respondents purchasing for their own purpose.

Only 98 respondents are purchasing Pepsi products in restaurants, 149 respondents are purchasing Pepsi products in grocery shops and only 53 respondents are purchasing Pepsi products in Retail outlets and 112 respondents feels that opinion about PepsiCo products is excellent, 82 respondents feels that pepsico products are good, 49 respondents feels that Pepsico products are fair and 57 respondents feels it was poor.

FINDINGS

Correlation analysis shows that all the buying behavior factors are having strong and positive relation with one another.

Reliability test shows that Cronbach's alpha is 0.838, which indicates a high level of internal consistency for scale with this specific sample.

Chi square test results shows that there is an association between monthly income of the respondents and opinion about the product.

Descriptive statistics results shows that quality of the product is the top ranked factors that influence the buying behavior of the PepsiCo products and Taste of the product is the second ranked buying behavior factor Advertisement of the product is the third ranked factor, preferred by the family members is the fourth ranked variable. Product appearance and Freshness is the last ranked factors.

FINDINGS

Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer.

The company should make hindrance free arrangement for its customers/retailers to make any feedback or suggestions as and when they feel.

The company should focus to bring some more flavors and variety of schemes rather then bring second and repeat same old one.

It is always better to be fi rst than being better. The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make perfect anticipated eff orts to meet the same.

The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the whole market as a whole.

SUGGESTIONS

The company should be always in a position to receive continuous feedback and suggestions from its customers/ consumers as well as from the market and try to solve it without any delay to establish its own good credibility.

The visibility of any product plays an important role in making the customer, aware about it and is vital for the growth and development of any product.

For their advertisement they can also introduce a brand ambassador, because most of the consumers remember advertisement because of their brand ambassador.

A strong watch should be kept on distributors also, because in some cases they are found to be cheating the retailers and aff ecting the goodwill of the brand.

Promotional activities like scratch-card off ers, gift off ers including toys, sports items, household items, etc. can help capture the attention of greater number of consumers and lead to brisk increase in sales, though temporarily.

SUGGESTIONS

Reasons are increased buying behavior towards the branded product like Pepsi.

Increased trade, commerce and export have also created additional demand for various types of soft drink product Pepsi is one of them.

On top of that, the life style of the Indian people particularly the middle class and elite in the urban areas have been changing very fast and improving, which has resulted in greater movements and greater use of branded product in the country.

So Pepsi make our culture to a new change.

CONCLUSION