Download - Objectives of the study
OBJECTIVES OF THE STUDY
Following are the objectives of the study:
1. To know the most effective media of advertisement
2. To find out the reasons for liking the advertisement of cold drinks.
3. To find out the most popular slogan of advertisement regarding cold
drinks.
Research Methodology
Research is voyage from known to unknown
Research is a procedure of logical and systematic application of the
fundamentals of science to the general and overall questions of a study and
scientific technique which provide precise tools, specific procedure and
technical rather than philosophical means for getting and ordering the data
prior to their logical analysis and manipulation. Different type of research
designs is available depending upon the nature of research project, availability
of able manpower and circumstances.
Methodology
1. Research Design: The research design is the blueprint for
the fulfillment of objectives and answering questions. It is a
master plan specifying the method and procedures for collecting
and analyzing needed information.
o Descriptive Research is used in this study as the main aim
is to describe characteristics of the phenomenon or a
situation.
2. Data Collection Methods: The source of data includes primary
and secondary data sources.
Primary Sources: Primary data has been collected directly from
sample respondents through questionnaire and with the help of
interview.
Secondary Sources: Secondary data has been collected from
standard textbooks, Newspapers, Magazines & Internet.
3. Research Instrument: Research instrument used for the
primary data collection is Questionnaire.
4. Sample Design: Sample design is definite plan determine
before any data is actually obtaining for a sample from a given
population. The researcher must decide the way of selecting a
sample. Samples can be either probability samples or non-
probability samples.
Sampling Technique: Convenience
Sample Size: 50 Respondents.
Area of Study: Yamuna Nagar.
MARKET PROFILE
(Coca Cola)
Brands of Coca- Cola
i) Coca Cola
ii) Thums-up
iii) Limca
iv) Fanta
v) Maaza
vi) Maaza Tetra
vii) Sprite
Flavours of the brand :
i) Cola
ii) Lemon
iii) Soda
iv) Orange
v) Mango
vi) Clear Lemon
Size of the Coca Cola cold drinks available in market
i) 200 ml Bottles (RGB Glasses)
ii) 300 ml Bottles (RGB Glasses)
iii) 500 ml Bottles (RGB Glasses)
iv) 1 Litre (PVC Bottles)
v) 1.5 Litre (PVC Bottles)
vi) 2 Litre (PVC Bottles)
Sales of Coca Cola Cold drinks
Coca Cola
Cold drinks
Weekly
(in carets)
Monthly
(in carets)
Yearly
(in carets)Coca Cola 520 1840 22400
Fanta 250 1030 12900
Thums-up 350 1350 18500
Limca 380 1210 16300
Maaza Tetra 80 380 6200
Sprite 70 280 5000
Maaza 120 690 10000
(Primary data)
There is more consumption of Coca Cola and has 70% market share in the
Yamunanagar city and Coca Cola is having maximum consumption and after
that Thumps-up and after it Limca cold drink in the market and all the products
has good sale but less than these.
Brands of Pepsi
i) Pepsi Cola
ii) Mirinda Lemon
iii) Mirinda Orange
iv) Pepsi Soda
v) Pepsi Apple
Flavours of the brand :
i) Cola
ii) Lemon
iii) Orange
iv) Soda
v) Apple
Size of the Pepsi cold drinks available in market
vi) 200 ml Bottles (RGB Glasses)
vii) 300 ml Bottles (RGB Glasses)
viii) 500 ml Bottles (500 pt. Bottles)
ix) 1 Litre (PVC Bottles)
x) 1.5 Litre (PVC Bottles)
xi) 2 Litre (PVC Bottles)
Sales of Pepsi Cold drinks
Pepsi
Cold drinks
Weekly
(in carets)
Monthly
(in carets)
Yearly
(in carets)
Pepsi 430 1750 21600
Mirinda Lemon 390 1180 15400
Mirinda Orange 245 1000 13600
Pepsi Soda 126 470 6000
Pepsi Apple 120 400 5000
(Primary Data)
The consumption of Pepsi cola, after this sale of Mirinda Lemon is there
and after it Mirinda Orange is there and the market share is less of Pepsi in
comparison of Coca Cola.
TABLE 4.1
RESPONDENT'S CLASSIFICATION ACCORDING TO AGE
Age (in years) No. of respondents Percentage
11-20 22 44
21-40 25 50
41-60 3 6
Total 50 100
Table 4.1 shows that 44% of the respondents are in the age group of 11-20, 50% are in the age group of 21-40 and 6% are in the age group of 41-60.
TABLE 4.2
RESPONDENT'S CLASSIFICATION ACCORDING TO SEX
Sex No. of respondents Percentage
Male 30 60
Female 20 40
Total 50 100
Table 4.2 shows that 60% of the respondents are males and 40% of
them are females
TABLE 4.3
RESPONDENT'S CLASSIFICATION ACCORDING TO EDUCATIONAL
QUALIFICATION
Qualification No. of respondents Percentage
Illiterate - -
Below Matric - -
Matric 5 10
Graduate 29 58
Post graduate 16 32
Total 50 100
Table 4.3 reveals that out of 50 respondents 5 are matriculate and 29 are Graduate and rest of them 16 are post graduate. TABLE 4.4
DRINKING OF COLD DRINK
Do you take cold drinks No. of respondents Percentage
Yes 50 100
No - -
Total 50 100
Table 4.4 reveals that all the respondents are drinking cold drinks.
TABLE 4.5
FREQUENCY OF TAKING COLD DRINKS
HOW FREQUENTLY
YOU DRINK
No. of respondents Percentage
Once a day 15 30
Twice a day 2 4
More than twice 1 2
Not regular drunker 32 64
Total 50 100
Table 4.5 reveals that 30% of the respondents drink it once a day, 4%
twice a day, 2% more than twice and 32% drink it no regularly.
TABLE 4.6
NAME OF THE COLD DRINKS AVAILABLE IN MARKET
Name of cold drinks No. of respondents Percentage
Coca cola - -
Pepsi - -
Fanta - -
Limca - -
Mirinda - -
Thums-up - -
Canada dry - -
Maaza - -
Dew - -
All of above 50 100
Total 50 100
Table 4.6 reveals that all of the respondents are of the view that all the
above mentioned cold drinks are available in the market.
TABLE 4.7
PREFERENCE OF COLD DRINK
Which cold drink you
like most
No. of respondents Percentage
Coca cola 12 24
Pepsi 12 24
Fanta 1 2
Limca 7 14
Mirinda 1 2
Thums-up 10 20
Canada dry 4 8
Maaza 3 6
Dew - -
Total 50 100
Table 4.7 indicate that out of 50 respondents 12 like Coca cola, 12 like
Pepsi, 7 like Limca, 1 like Fanta, 1 like Mirinda, 10 like Thums-up, 4 like
Canada dry and 3 like Maaza.
TABLE 4.8
FLAVOURS OF COLD DRINKS
Flavours No. of respondents Percentage
Cola 30 60
Lemon 7 14
Orange 7 14
Mango 2 4
Others 4 8
Total 50 100
Table 4.8 shows that out of 60% of the respondents like the cola flavour of cold drink, 14% like the Lemon flavour and same percentage of respondents like the orange flavour of cold drink.
TABLE 4.9
ADVERTISEMENT OF COLD DRINK
Do you think
advertisement of cold
drink is required
No. of respondents Percentage
Yes 48 96
No 2 4
Total 50 100
Table 4.9 indicate that 96% of the respondents are of the view that they
have been the advertisement of the cold drink they like most while 4% shows
that they don’t have seen the advertisement they like most .
TABLE 4.10
MEDIA OF ADVERTISEMENT
THROUGH WHICH
MEDIA YOU HAVE
SEEN IT?
No. of respondents Percentage
TV 46 92
Newspaper 2 4
Magazine 1 2
Other 1 2
Total 50 100
Table 4.10 reveals that 92% of the respondents are of opinion that they have seen the advertisement on TV while 4% are of the opinion that they have seen the advertisement through newspaper.
TABLE 4.11
NO. OF ADVERTISEMENT
How many
advertisements you
seen are of the most
likely cold drink by you
No. of respondents Percentage
1 11 22
2 14 28
3 11 22
4 14 28
Total 50 100
Table 4.11 shows that out of the 50 respondents 11 are of view that there is 1 type of advertisement and other says that there are more than one type.
TABLE 4.12
SLOGAN OF COLD DRINK
Slogan of cold drink
which you like
No. of respondents Percentage
Taste the thunder 12 24
Yara Da tashan 14 28
Yeh dil mange more 16 32
Jo chahe ho jaye, coca
cola enjoy
8 16
Total 50 100
Table 4.12 shows that out of 50 respondents 12 like the slogan 'taste the thunder' ,14 like 'Yara da tashan', 16 like 'yeh dil mange more' and 8 like the slogan 'Jo chahe ho jaye coca cola enjoy'.
TABLE 4.13
REASON FOR LIKING THE ADVERTISEMENT
Why you like
advertisement
No. of respondents Percentage
Its theme and making is
appealable
30 60
It has film stars 7 14
Because of good music 7 14
Other reasons 6 12
Total 50 100
Table 4.13 shows that majority of the respondents like the advertisement due to its theme while majority of the respondents like the advertisement due to its film stars and good music.
TABLE 4.14
EFFECT OF ADVERTISEMENT ON CONSUMPTION OF COLD DRINK
Do you think ads. Effect
the consumption of cold
drink
No. of respondents Percentage
Yes 23 46
No 17 354
Cann't say 10 20
Total 50 100
Table 4.14 shows that 46% of the respondents are of the view that advertisement forced them to consume product more 34% of them has view that advertisement don’t force them to consume the product while 20% of them cannot say anything about it.
TABLE 4.15
BEST MEDIA OF ADVERTISEMENT
Which Media Presently
Is More Effectively
No. of respondents Percentage
TV 50 100
Newspaper - -
Magazine - -
Others - -
Total 50 100
Table 4.15 reveals that 100% of the respondents are of the view that
presently the TV is most effective media of advertisement.
TABLE 4.16
NECESSITY OF ADVERTISEMENT
DO YOU THINK THE
ADVERTISEMENT IS
NECESSARY FOR
COLD DRINKS?
No. of respondents Percentage
Necessary 14 28
Very necessary 34 68
Can’t say 2 4
Total 50 100
Table 4.16 shows that highest number of respondents are of the view that advertisement is very necessary for cold drinks while few respondents are of the view that advertisement is necessary. TABLE 4.17
EFFECTIVENESS OF EXPENDITURE INCURRED ON
ADVERTISEMENT
Does expenditure
should be incurred on
advertisement
No. of respondents Percentage
Yes 43 86
No 2 4
Can’t say 5 10
Total 50 100
Table 4.17 shows that 86% of the respondents are of the view that the
expenditure incurred on advertisement is effective in adding the profit while
4% denied the same and 10% did not reply.
TABLE 4.18
REASONS FOR DIFFERENCE OF ADVERTISEMENT EFFECTIVENESS
WHICH REASON YOU
FIND FOR THE
DIFFERENCE OF
ADVERTISEMENT
EFFECTIVENESS
No. of respondents Percentage
Education 20 40
Liking 10 20
Standard of Living 10 20
Level of Development 10 20
Total 50 100
Table 4.18 shows that 40% of the respondents say education is one of
the main reason of Advertisement effectiveness while equal % of the
respondents are in the favour of likings, standars of living and level of
development
TABLE 4.19
ADD EFFECTIVENESS AND IMPROVEMENT IN ADVERTISEMENT
WILL THE STUDY OF
EFFECTIVENESS
WOULD CONTRIBUTE
TO IMPROVEMENT OF
PRESENT
ADVERTISEMENT
No. of respondents Percentage
Yes 45 90
No 1 2
Cannot say 4 10
Total 50 100
Table 4.19 shows that the majority of the respondents are of the view that the study of effectiveness contributes the improvement in present advertisement. TABLE 4.20
NECESSITY OF ADVERTISEMENT EFFECTIVENESS
IS ADVERTISEMENT
EFFECTIVENESS IS
NECESSARY FOR
COMPANY?
No. of respondents Percentage
Yes 48 96
No 1 2
Can’t say 1 2
Total 50 100
Table 4.20 reveals that majority of the respondents say that the advertisement effectiveness is necessary while same did not replied. TABLE 4.21
USERS OF ADVERTISEMENT EFFECTIVENESS
THE USE STUDY OF
EFFECTIVENESS IS
FOR WHOM?
No. of respondents Percentage
For company 34 68
For employees 1 2
For customers 15 30
None of these - -
Total 50 100
Table 4.21 indicates that 68% of the respondents are of the view that the study of effectiveness is meant for company while 30% say that it is meant for customers.