pepsi co question
TRANSCRIPT
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Chapter 1.
INTRODUCTION
1.1 Introduction
PEPSICO is a world leader in convenient snacks, foods and beverages,
with revenues of more than $39 billion and over 1, 85,000 employees.
The company consists of PepsiCo Americas Foods (PAF), PepsiCo
Americas Beverages (PAB) and PepsiCo International (PI).
PAF includes Frito-Lay North America, Quaker Foods North America and
all Latin America food and snack business, including Sybarites and
Games businesses in Mexico. PAB includes PepsiCo Beverages North
America and all Latin American beverage businesses. PI includes all
PepsiCo businesses in the United Kingdom, Europe, Asia, Middle East
and Africa PepsiCo brands are available in nearly 200 countries and
generate scales at the retail level of more than $98 billion.
Some of PepsiCo's brand names are more than 100-years-old, but the
corporation is relatively young. PepsiCo was founded in 1965 through the
merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and
PepsiCo merged with The Quaker Oats Company, including Gatorade, in
2001.
PepsiCo offers product choices to meet a broad variety of needs and
preference -- from fun-for-you items to product choices that contribute to
healthier lifestyles.
PepsiCos mission is To be the world's premier consumer product
company focused on convenient foods and beverages. We seek to
produce healthy financial rewards to investors as we provide opportunities
for growth and enrichment to our employees, our business partners and
the communities in which we operate. And in everything we do, we strive
for honesty, fairness and integrity.
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1.2 PEPSICO HISTORY
1.2.1 ORIGIN
Pepsi was first made in New Bern, North Carolina the United States in theearly 1890s by pharmacist Caleb Bradham In 1898, "Brad's drink" was
changed to "Pepsi-Cola" and later trademarked on June 16, 1903. There
are several theories on the origin of the word Pepsi.
The word Pepsi comes from the Greek word Pepsi, which is a medical
term, describing the food dissolving process within one's stomach. It is
also a medical term, that describes a problem with one's stomach to
dissolve foods properly.
Another theory is that Caleb Bradham and his customers simply thought
the name sounded goods or the fact that the drink had some kind of "pep"
in it because it was a carbonated drink, they gave it the name Pepsi.
1.2.2 RISE IN POPULARITY
During the Great Depression, Pepsi gained popularity following the
introduction in 1929 of a 12-ounce bottle. Initially priced at 10 cents, sales
were slow, but when the price was slashed to five cents, sales increased
substantially. With a radio advertising campaign featuring the jingle
Pepsi-cola hits the spot / Twelve full ounces, that's a lot / Twice as much
for a nickel, too / Pepsi-Cola is the drink for you," Pepsi encouraged
price-watching consumers to switch, obliquely referring to the Coca-Cola
standard of six ounces a bottle for the price of five cents (a nickel), instead
of the 12 ounces Pepsi sold at the same price. Coming at a time of
economic crisis, the campaign succeeded in boosting Pepsi's status. In
1936 alone 500,000,000 bottles of Pepsi were consumed. From 1936 to
1938, Pepsi-Cola's profits doubled.
Pepsi's success under Guth came while the Loft Candy business was
faltering. Since he had initially used Loft's finances and facilities to
establish the new Pepsi success, the near-bankrupt Loft Company sued
Guth for possession of the Pepsi-Cola company. A long legal battle, Guth
v. Loft, then ensued, with the case reaching the Delaware Supreme Court
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and ultimately ending in a loss for Guth. Loft now owned Pepsi, and the
two companies did a merger, then immediately spun off the Loft
Companys.
1.2.3 NICHE MARKETING
1940s advertisement specifically targeting African Americans.
Walter Mack was named the new President of Pepsi-Cola and guided the
company through the 1940s. Mack, who supported progressive causes,
noticed that the company's strategy of using advertising for a general
audience either ignored African Americans or used ethnic stereotypes in
portraying blacks. He realized African Americans were an untapped niche
market and that Pepsi stood to gain market share by targeting its
advertising directly towards them. To this end, he hired Hennan Smith,
advertising executive "from the Negro newspaper field" to lead an all-
black sales team, which had to be cut due to the onset of World War II. In
1947, Mack resumed his efforts, hiring Edward F. Boyd to lead a twelve-
man team. They came up with advertising portraying black Americans in
a positive light, such as one with a smiling mother holding a six pack of
Pepsi while her son (a young Ron Brown, who grew up to be Secretary of
Commerce) reaches up for one. Another ad campaign, titled "Leaders in
Their Fields", profiled twenty prominent African Americans such as
Nobel Peace Prize winner Ralph Bunche and photographer Gordon Parks.
Boyd also led a sales team composed entirely of African Americans
around the country to promote Pepsi. Racial segregation and Jim Crow
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laws were still in place throughout much of the U.S., so Boyd's team faced
a great deal of discrimination as a result, from insults by Pepsi co-workers
to threats by Ku Klux Klan. On the other hand, they were able to use
racism as a selling point, attacking Coke's reluctance to hire blacks and
support by the chairman of Coke to segregationist Governor of Georgia
Herman Talmadge. As a result, Pepsi's market share as compared to
Coke's shot up dramatically. After the sales team visited Chicago, Pepsi's
share in the city overtook that of Coke for the first time
1.3 PEPSICO MARKETING
A large advertisement made to resemble a Pepsi cup at the theme
park, Nickelodeon Universe inside the Mall of America.
The first of many new designs of Pepsi cans which were released in
2007
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In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where
PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-
Cola. During these blind taste tests the majority of participants picked
Pepsi as the better tasting of the two soft drinks. PepsiCo took great
advantage of the campaign with television commercials reporting the test
results to the public.
In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing
strategy. By 2002, the strategy was cited by Promo Magazine as one of
16 "Ageless Wonders" that helped redefine promotion marketing.
In 2007, PepsiCo redesigned their cans for the fourteenth time, and for
the first time, included more than thirty different backgrounds on
each can, introducing a new background every three weeks.
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1.4 PEPSICO LEADERSHIP
Together we are all building on the platform of human,
environmental and talent sustainability while continuing to deliver
great results.
Indra K. Nooyi,
Chairman and CEO
Michale D. White,
Chief Executive Officer,
PepsiCo International
And Vice Chairman, PepsiCo
1.5 PEPSICO VALUES
The values of PepsiCo is reflects from its aspiration. PepsiCo express
its values in the form of commitment.
1.5.1 PEPSICO COMMITMENT
Sustained Growth Empowered People
Responsibility & Trust
Sustained Growth is fundamental to motivating and measuring our
success. Our quest for sustained growth stimulates innovation, places a
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value on results, and helps us understand whether todays actions will
contribute to our future. It is about growth of people and company
performance. It prioritizes making a difference and getting things done.
Responsibility and Trust form the foundation for healthy growth. Its
about earning the confidence that other people place in us as individuals
and as a company. Our responsibility means we take personal and
corporate ownership for all we do, to be good stewards of the resources
entrusted to us. We build trust between others and ourselves by walking
the talk and being committed to succeeding together.
1.5.2 PEPSICO GUIDING PRINCIPLES
Care for customers, consumers and the world we live in.
Sell only products we can be proud of.
Speak with truth and candour.
Balance short term and long term.
Win with diversity and inclusion.
Respect others and succeed together.
Care for customers, consumers and the world we live in
We are driven by an intense, competitive spirit in the marketplace, but we
direct this spirit toward solutions that achieve a win for each of our
constituents as well as a win for the corporation. Our success depends on a
thorough understanding of our customers, consumers and communities.
Caring means going the extra mile. Essentially, this is a spirit of growing
rather than taking.
Sell only products we can be proud of
The test of our standards is that we must be able to personally endorse our
products without reservation and consume them ourselves. This principle
extends to every part of the business, from the purchasing of ingredients
to the point where our products reach the consumers hands.
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Speak with truth and candour
We speak up, telling the whole picture, not just what is convenient to
achieving individual goals. In addition to being clear, honest and accurate,
we take responsibility to ensure our communications are understood.
Balance short term and long term
We make decisions that hold both short-term and long-term risks and
benefits in balance over time. Without this balance, we cannot achieve the
goal of sustainable growth.
Win with diversity and inclusion
We leverage a work environment that embraces people with diverse
backgrounds, traits and different ways of thinking. This leads to
innovation, the ability to identify new market opportunities, all of which
helps develop new products and drives our ability to sustain our
commitments to growth through empowered people.
Respect others and succeed together
This company is built on individual excellence and personal
accountability, but no one can achieve our goals by acting alone. We need
great people who also have the capability of working together, whether in
structured teams or informal collaboration. Mutual success is absolutely
dependent on treating everyone who touches the business with respect,
inside and outside the company. A spirit of fun, our respect for others and
the value we put on teamwork make us a company people enjoy being
part of, and this enables us to deliver world-class performance.
1.5.3 PEPSICO SUSTINABILITY VISION
PepsiCos responsibility is to continually improve all aspects of the
world in which we operate environment, social, economic creating
a better tomorrow than today.
Tomorrow > Today
1) Corporate Sustainability
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2) Human Sustainability
3) Environmental Sustainability
4) Talent Sustainability
1) Corporate Sustainability
Profile (Business, Products, Customers, Operations)
Vision, Mission, Values and Guiding Principles
Risk Management
Governance
External Characters (Membership and Partnership)
Constituencies (Stake Holders)
Economic Performance
2) Human Sustainability
Product Responsibility
Smart Spots
Portfolio Transformation
Nutrition Timeline
Health and Wellness Partnerships
Product Labelling
Food Safety
Consumer and Customer Relations
Consumer Privacy
Advertising
3) Environmental Sustainability -
PepsiCo Commitment
Environmental Sustainability Timeline
Environmental Management
Environmental Monitoring
Capital Expenditure Filter
Environmental Policy
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Education and Awareness
Water
Energy
Packaging and Waste
Agriculture
4) Talent Sustainability -
Diversity and Inclusion
Benefits
Health and Safety
Training
Human Rights
Talent Honour
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1.7 PEPSICO PRODUCTS
SLICE
PEPSI
MIRINDA
MOUNTAN DEW
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7UP
TROPICANA
PEPSI DIET
GATORODE
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TROPICANA TWISTER ACQAFINA WATER
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1.7 ADVERRTISING STATERTGIES
1.7.1 PEPSICO ADVERTISING
Advertising is a common means used by many organizations or
companies all over the world to make their products or services well know
and are easier to be sold. Every year many hundreds of advertisements are
published through out the mass media such as on billboards, on signs, on
radios, ration in newspapers, on television and internet, which are the
main instruments, that we use and see everyday. Although, there are not
many successful products and not everyone remembers them but PEPSI
advertisings are different because most of their customers are repeat
consumers. Therefore, this report will discuss the advertising strategies of
PEPSI and how it stands as one of the leaders of the cola beverage
industry.
For several years the main consumers of PEPSI were teenagers and
young adults. Most of its advertisings used teenager presenters or
superstars who were hero of young people. Nowadays PEPSI wants to
gain more market share so it is extending its market by produce many
rang of product to suite every groups of consumer such as tea, coffee,
water, energy drink and sport drink. They also present many kind of taste
of its products that make customers have more choice. Pepsi pick people
from these groups for present its product such ... MS Dhoni, Sachin
Tendulkar, ShahRukh Khan, Spice Girls, Ricky Martin, Shakira, Robbie
Williams, Britney Spear, and David Backham.
1.7.2 COMPARATIVE APPROACH IN MESSAGE STRATEGY
Comparative advertising refers to the practice of either directly or
indirectly naming one or more competitors in an ad and usually making a
comparison on one or more specific product or service attributes. Such
other party is usually his competitor and is often the market leader in the
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particular trade. The comparison is made with a view towards increasing
the sales of the advertiser. This is typically done by either suggesting that
the advertiser's product is of the same or a superior quality to that of the
compared product or by denigrating the quality of the compared product
In a typical comparative advertising, the advertiser claims superiority over
a leading competitor, based on how superior the advertised brand is on an
important attribute. For example, in the Pepsi challenge, Pepsi
highlights its superiority over Coke by stating that more people
preferred Pepsi over Coke in a recent taste test.
1.7.3 THE EFFECTS OF MUSIC IN ADVERTISING
Commercials typically contain both product specified information and
background features such as pleasant music, attractive colours, and
humour. It is said that the impact of product information in a commercial
on beliefs and attitudes would typically be interpreted within an
information-processing framework.
1.7.4 LAGUAGE OF MEDIA
Advertising does not merely sell up products, it sells us lifestyles?
Todays advertising has a lot of different strategies to try and get a
consumer to buy their product. Over the last twenty to thirty years the art
of advertising has been dramatically changed. After the introduction of
television the face of advertising had its first major change. The
companies had the ability to show people how their product could
change some ones life and make people feel better about themselves.
When you take a look at the television in todays lifestyle you usually see
young, fit attractive people doing things that you want to do. E.g. use or
consume the product they are advertising.
1.8.5 DIRECT RESPONSE ADVERTISING
The Internet will become the primary direct response medium. Internet is
such a cost effective means of communicating with customers. In the
recent years, many advertisers have seen opportunities to advertise on the
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Internet. But there are still arguments from both sides that whether or not
it will become the primary direct response medium in the future. Direct
response advertising seeks to achieve an action-oriented objective such as
requesting a free catalogue or brochure offered in a television commercial,
or magazine or newspaper ad.
Direct response advertising can use any medium for example, magazines,
newspapers, radio, television, direct mail, the Internet, or even posters.
1.7.6 WOMENS IN ADVERTISING
In these days, feminism is an important influence in the way the media
portrays images of women. It has been affected by feminists who tried to
change the image of womens. Womens past traditional roles in
television advertisements or magazine advertisements compared to their
roles today have been influenced by feminists. Thus the focus of this
essay is on the contribution of women in magazine advertising as an
important subject for feminists in the area of media studies. Media is a
very important communication tool in society. In other words, mass media
has an important effect on every type of audience.
1.7.7 PSYCHOLOGY IN ADVERTIESMENT
Advertisement is used to sell everything from health care to automobiles
to household products. There are many ways to advertise and many
methods used to the consumer to buy. Behavioural insight and
advertising methods based in psychology are used to attract attention.
Products and services sold in advertisements are not necessarily sold
by the merit of the product but through psychological conditioning.
Five major tactics to sell a product are. Fear, Fun and Pleasure,
Vanity and Egotism. Fear is utilized a consumer into buying a product or
using a service. Fun and pleasure lures a consumer into believing that an
enjoyable association is with the product. Vanity and egotism play on the
belief that a consumer sees themselves as something spectacular to sell a
product. Persuasion based on authority uses a figure that is seen as
knowledgeable about a product or the product is used in a situation in
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which it is used for a specific purpose for a specific person. Finally,
heuristics is a mental shortcut used to make a decision.
Fun and pleasure uses a more indirect approach to a consumer. It is not
uncommon to see stereotypically beautiful people using an expensive
sports car or SUV to go on dates, be with their friends, or just driving
around town. Who is to know whether or not an advertisement will be
popular or will even sell the product to the consumer? The human mind is
wildly unpredictable and what is popular now will be old news by next
week. One simply sees people having fun in association with the product.
Advertisement can be fun, witty, amusing, or full of information, or dark,
sombre, and depressing, it is all about selling the product to as many
people, in as wide of a market as possible. Persuasion is only a small part
of the picture. These mental shortcuts which facilitate decision-making are
called heuristics. There are three types of heuristics used: length
implies strength, balance theory, and consensus implies correctness.
Newport has had a successful long running campaign called Alive with
Pleasure. Teenagers seem to be much more critical and do research
to decide what products to purchas.
1.8 MANUFACTURING PROCESS OF PEPSICO PRODUCTS
1.8.1 HOW TO MAKE PEPSI
Pop! Fizz. Ah-h! It happens millions of times a day, every day. That
feeling of thirst hits, someone opens a Pepsi and the magic begins.
Cold Effervescent. Delicious. Each time, every time. Of course, that's
what you expect from a great product like Pepsi-Cola. Or from Diet
Pepsi, Mountain Dew or any of our other popular soft drinks and
other beverages.
The system starts with the finest ingredients available kola nuts, vanilla
beans, flavour oils, citrus, sweeteners and the purest waters can distil.
Then add the best technology and all muster to blend ingredients.
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And during the 100-plus years PepsiCo have been making soft drinks,
PepsiCo also created its own exacting production and quality standards,
monitored with constant testing to guarantee quality and consistency in his
products.
Finally, PepsiCo have our own local distribution system. It's designed to
make sure that the Pepsi you open at home is as fresh and delicious as it
was when we sealed it at PepsiCo plant. And it serves every city, town
and village.
1.8.2 MANUFACTURING PROCESSES
Flavor concentrates are shipped from special Pepsi-Cola manufacturing
plants in heavy-duty, air-tight containers. Liquid sweeteners are
transported in special tanker trucks. All ingredients and food products are
stored in clean, sanitary areas, and items requiring refrigeration are kept in
temperature-controlled areas.
The bottles and cans that will eventually be filled with Pepsi are
manufactured elsewhere, and shipped to Pepsi plants wrapped and sealed
for protection. Labels, cartons, caps, the carbon dioxide used to carbonate
soft drinks and other supplies are also produced for Pepsi by other
companies. On arrival, everything is subject to careful inspection to make
certain all of the ingredients and materials meet high Pepsi standards.
Special equipment is used to uncase and depletive incoming shipments of
bottles and cans. Cans are by far the most popular package with
consumers because they're lightweight and easy to store. Though bulky,
the cartons and pallets on which the empty packages arrive are also
relatively light in weight, so it's easy for the machines to automatically
remove the cans from their shipping containers at high speed. The
machines then transfer the individual packages to a conveyor belt.
Once on the belt, cans are part of an enclosed, controlled environment that
keeps them sanitary and helps ensure quality throughout the filling
process. They travel rapidly through a printer that applies a production
code to each can. Then they're automatically turned upside down, and
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rinsed thoroughly with filtered water before proceeding directly to the
filler.
Water is a key ingredient in all soft drinks. Pepsi-Cola takes special care
to purify the water it uses a procedure that involves careful treatment,
filtration and purification. Pepsi standards are precise and closely
monitored at every step of the process. The result of this kind of
painstaking attention to detail is that the water used in Pepsi-Cola and all
of our beverages is among the purest available anywhere.
Pepsi-Cola flavour concentrate is carefully combined with sweeteners and
other ingredients in large stainless steel mixing tanks. Quality control
audits performed by specially trained technicians are a critical part of the
manufacturing sequence for each batch, and are typical of the attention to
detail that's necessary if the highest possible quality standards are to be
maintained. Cleanliness is also vital, so all internal and external surfaces
of the production system, including syrup lines, proportioning, cooling
and carbonating equipment, are meticulously sanitized.
In the last step of the manufacturing process, as the now-rinsed cans reach
the filler, they're reinserted, immediately filled and the lid is applied at
an average speed of 1,200 cans per minute. The filler is where the syrups
from the mixing tanks are combined with the purified water from the
filtration process. The liquid is then carbonated. This carbonation process
gives soft drinks the special sparkle fizzy bubbles that adds to their
quality of refreshment.
All Pepsi cans and bottles are imprinted with a freshness date, which is a
date code that tells you your soft drink is fresh. A final quality check
(QC) ensures that the package is properly filled, sealed and labelled.
As products leave the manufacturing line, they're combined into a variety
of packages six- or 12-packs, 24- or 30-can cases or cases of individual
two-litter bottles. The finished packages are stacked on shipping pallets
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and moved to temporary holding areas or to a central warehouse for
shipping.
The storage is purely temporary, since freshness is an important part of
delivering the best possible product to consumers. Some of products will
be quickly transported by large trucks to outlying districts and towns.
Most, however, are loaded into Pepsi-Cola delivery trucks you see calling
on food stores in your own neighbourhood. Other trucks deliver Pepsi-
Cola syrup to restaurants and fountains. To make sure there's always
enough Pepsi for everyone who wants one, trucks are on the road every
single day. Many individual stores actually receive deliveries several
times per week a big reason why the Pepsi products you buy and use are
always fresh and great tasting.
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Chapter 2.
CONSUMER PURCHASING BEHAVIOUR
MEANING, MODEL, SCOPE & IMPORTANANCE TO STUDY
CONSUMER PURCHASING BEHEVIOUR
2.1 Meaning of Consumer Purchasing Behavior
The term consumer purchasing behaviour refers to the behaviour that
consumers display in searching, purchasing, using, evaluating, and
disposing of products and services that they expect will satisfy their
needs.
The study of consumer purchasing behaviour is a study of individual
makes decision to spend their available resources (time, money, efforts)
on consumption related items.
2.2 Model Of Consumer Behaviour
In this model of consumer behaviour managers have to relay on this seven
Os framework for consumer research to answer the following key
questions about any market.
1) Why constitutes the market? Occupants
2) What does the market buy? Objects
3) Why does the market buy? Objectives
4) Who participate in the buying? Organization
5) Who does the market buy? Operations
6) When does the market buy? Occasion7) Where does the market buy? Outlets
2.3 Scope Of Consumer Behaviour
The field of consumer behavior holds great to everyone as consumer as
marketers & as scholar of human behavior. As consumer are benefits from
insight into our own consumption related decision. For e.g. what we buy,hwy we buy & how we buy. The potential influence, which persuades to
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buy. The study of consumer behavior enables us to become better that are
wiser consumer. As marketer and future marketer are important for us to
recognize why & how the individual make their consumption decision so
that we can make better strategy marketing decision. If the marketers
understands consumer behavior they are able to predict how consumer are
likely to react various informational & environmental quest & enable to
shape their marketing strategy accordingly.
Most products eventually end up in private households even though they
Will pass through a number of steps on their way from producer to end
user. Producers and traders form vertical chains or networks, called value
Chains, at the end of which is the consumer.
The information of those practicing marketing, specially in the creative
field of product development and brand promotion, require more
qualitative, dynamic knowledge about the consumer than is income, age
and family status information. In the new understanding of concept of
marketing, marketer would like to know how the consumer in the first
place arrive at this decision, the input that underlie and impinge upon it,
his post, transaction feelings, etc., so that the total marketing efforts can
be directed at generating consumer satisfaction in a more real sense. There
in lies the rational for the study of consumer behaviour.
2.4 Importance of consumer behavior
Consumer behavior is the study of what they buy? Why they buy? When
they buy? Where they buy it? How often they buy it? & How often they
use it? The answer of these questions can be found through consumer
research and provide product manufacturers with important input for
product scheduling, design modification and promotional strategy.
Understanding consumer Behavior is not only important for the producer
but for all the other Actors in the chain. The value that the consumer puts
on the goods or Services limits what everyone else can get from the value
chain we can see that understanding consumer behaviour is a vital aspect
of Marketing. Marketers need to understand the role of involvement and
Habit, information processing and the concept of life values in consumer
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Behavior as well as cultural determinants. By studying consumer
behaviour we try to understand & gain insight into:
Consumer decision making processes
What we buy, how we buy, and why we buy
Enables us to become better consumers and marketers
We try to gain a better understanding of consumer related behavior and
why individuals act in consumer related ways.
2.5 Consumer Purchasing Behavior
A well-developed and tested model of consumer behavior is known as the
stimulus-response model, which is summarized in the diagram below:
Fig. 2.5 (a)
In the above model, marketing and other stimuli enter the customers
black box and produce certain responses. Marketing management must
try to work out what goes on the in the mind of the customer the black
box. The Buyers characteristics influence how he or she perceives the
stimuli; the decision-making process determines what buying behavior is
undertaken. Characteristics that affect customer behavior the first stage of
understanding buyer behavior is to focus on the factors that determine the
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buyer characteristics in the black box. These can be summarized as
follows:
Fig. 2.5 (b)
2 . 6 B u y e r b e h a v i o r f o r n e w p r o d u c t s
Research suggests that customers go through five stages in the process of
adopting a new product or service: these are summarized below:
(1) Awareness - the customer becomes aware of the new product, but
lacks information about it.
(2) Interest - the customer seeks information about the new product.
(3) Evaluation - the customer considers whether trying the new product
makes sense.
(4) Trial - the customer tries the new product on a limited or small scale
to assess the value of the product.
(5) Adoption - the customer decides to make full and/or regular use of thenew product.
Research also suggests that customers can be divided into groups
according to the speed with which they adopt new products. The
innovators (those who adopt new products first) are usually relatively
young, lively, intelligent, socially and geographically mobile. They are
often of a high socioeconomic group (ABs). Conversely, the
laggards (those who adopt last, if at all) tend to be older, less intelligent,
less well off and lower on the socioeconomic scale. It follows from the
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above model that when a business launches a new product or service, the
customers who buy first are likely to be significantly different from those
who buy the product much later.
There are mainly four factors which influence consumer
purchasing behaviour these are as fallows.
CULTURAL FACTORS SOCIAL FACTORS
PSYCHOLOGICAL FACTORS PERSONAL FACTOR
2.7 Cultural Factors
Cultural factor contains culture, sub-culture & social class.
CULTURE SUB-CULTURE SOCIAL CLASSS
2.7.1 Culture
The accumulation of values, knowledge, beliefs, customs, objects &
concepts that a society uses to cope with its environment. Culture is the
most basic cause of a persons wants & behaviour. It is learned from
family, society, school, pears, and colleagues and includes basic values, perceptions, wants & behaviours. Culture has a significant impact on
customer behaviour. It is the most basic cause of a persons wants and
behaviour. Growing up, children learn basic values, perception and wants
from the family and other important groups. Marketing are always trying
to spot cultural shifts which might point to new products that might be
wanted by customers or to increased demand. For example, the cultural
shift towards greater concern about communication facilities has created
opportunities servicing customers who wish to buy
Low deposit while getting phones connection.
Internet Connection.
Value added services.
Easy connection with low documentation
Similarly the increased desire for leisure time has resulted in increased
demand for convenience products and services such as direct marketing
service businesses as telephone banking and insurance.
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2.7.2 Subculture
Groups of individuals who have similar value & behaviour patterns
within the group but differ from those in other groups. Each culture
contains sub-cultures groups of people with share values. Sub-cultures
can include nationalities, religions, racial groups, or groups of people
sharing the same geographical location. Sometimes a sub-culture will
create a substantial and distinctive market segment of its own. For
example, the youth culture or club culture has quite distinct values
and buying characteristics from the much older gray generation
2.7.3 Social Class
Differences in social class can create customer groups. In fact, the official
six social classes in the INDIA are widely used to profile and predict
different customer behaviour. In the INDIA socioeconomic classification
scheme, social class is not just determined by income. It is measured as a
combination of occupation, income, education, wealth and other variables.
Relatively homogeneous, enduring divisions in a society, hierarchically
ordered with members sharing similar values, interests & behaviors. A
customers buying behaviour is also influenced by social Class, such as
the groups to which the customer belongs and social status.
2.8 Social Factors
Consumer wants, learning, motives etc. are influenced by Person's
family, reference groups, Roles & Status. Social factors contents
fallowing three sub factors
Reference Group Family Roles & Status
2.8.1 REFERENCE GROUP
Individual identifies with the group to the extent that he takes on
many of the values, attitudes or behaviors of the group members.
Families, friends, sororities, civic and professional organizations. Any
group that has a positive or negative influence on a persons attitude and
behavior. In a group, several individuals may interact to influence the
purchase decision. The degree to which a reference group will affect a
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purchase decision depends on an individuals susceptibility to reference
group influence and the strength of his/her involvement with the group.
The typical roles in such a group decision can be summarized as follows:
a) Initiator: -The person who first suggests or thinks of the idea of buying
a particular product or service
b) Influencer: -A person whose view or advice influences the buying
decision
c) Decider: -The individual with the power and/or financial authority to
make the ultimate choice regarding which product to buy
d) Buyer: -The person who concludes the transaction
e) User: -The person (or persons) who actually use the product or service.
2.8.2 FAMILY
The family unit is usually considered to be the most important buying
organization in society. It has been researched extensively. Marketers are
particularly interested in the roles and relative influence of the husband,
wife and children on the purchase of a large variety of products and
services. There is evidence that the traditional husband-wife buying roles
are changing. Almost everywhere in the world, the wife is traditionally the
main buyer for the family, especially in the areas of food, household
products and clothing. However, with increasing numbers of women in
full-time work and many men becoming home workers (or
telecommuting) the traditional roles are reversing.
The challenge for a marketer is to understand how this might affect
demand for products and services and how the promotional mix needs to
be changed to attract male rather than female buyers. Family is the most
basic group a person belongs to. Marketers must understand-
o That many family decisions are made by the family unit
o Consumer behaviour starts in the family unit
o Family roles and preferences are the model for children's future
family Can reject/alter/etc.
o Family buying decisions are a mixture of family interactions andindividual decision making
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o Family acts an interpreter of social and cultural values for the
individual.
Roles & Status
People have many roles. Things one should do based on the expectations
of you from your position within a group. Wife, mother, employer/
employee. Individuals role are continuing to change therefore marketers
must continue to update information.
2.9 Psychological Factors
Psychological factors contents fallowing three sub factors
Motivation Perception Learning Beliefs Attitude
2.9.1 MotivationA motive is an internal energizing force that orients a person's activities
toward satisfying a need or achieving a goal. Actions are effected by a set
of motives, not just one. If marketers can identify motives then they can
better develop a marketing mix.
Need to determine what level of the hierarchy the consumers are at to
determine what motivates their purchases.
2.9.2 Perception
The process by which an individual selects, organizes, & interprets
inputs to create a meaningful picture of the world.
1. Information input: Are the sensations received through the sense organs.
2. Perception: Is the process of selecting, organizing, & interpreting
information input to produce meaning.
3. Selective Attention: The process of selecting some inputs to attend to
while ignoring others.
4. Selective Distortion: Is an individuals changing or twisting of
information when it is inconsistent with personal feelings or beliefs.
5. Selective Retention: Is remembering information that supports personal
feelings & beliefs & forgetting inputs that do not.
2.9.3 Learning
Changes in an individuals behaviour arising from experience.
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Beliefs
Descriptive thought that a person holds about something.
2.9.4 Attitudes
Enduring favorable or unfavorable cognitive evaluations, emotional
feelings & action tendencies. Attitudes are anchored in behavior. There
are two ways to change attitudes:
1) Directly through awareness and perception
2) Indirectly through learning and the feedback loop.
2.10 Personal Factor
Unique to a particular person. Factors like Age, Life Cycle Stage,
Occupation, and Economic situation, Lifestyle etc. Everyone has its own
like and dislike. The purchasing nature of consumer is change as per
his/her age, occupation, economic situation and life style. So above are the
factors that influence the purchasing behavior of a consumer.
2.11 Consumer Decision Making Process
Research suggests that customers go through a five-stage decision-making
process in any purchase. This is summarized in the diagram below:
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Fig. 2.11
This model is important for analyzing consumer decision-making process.
It forces the marketer to consider the whole buying process rather than
just the purchase decision (when it may be too late for a business to
influence the choice!). The model implies that customers pass through all
stages in every purchase. However, in more routine purchases, customers
often skip or reverse some of the stages. For example, a student buying a
favorite hamburger would recognize the need (hunger) and go right to the
purchase decision, skipping information search and evaluation. However,
the model is very useful when it comes to understanding any purchase that
requires some thought and deliberation.
2.12 NEED RECOGNITION
The buying process starts with need recognition. At this stage, the buyer
recognizes a problem or need or responds to a marketing stimulus. An
aroused customer then needs to decide how much information (if any) isrequired. If the need is strong and there is a product or service that meets
the need close to hand, then a purchase decision is likely to be made there
and then. If not, then the process of information search begins.
2.13 INFORMATION SEARCH
Personal sources: family, friends, neighbors etc.
Commercial sources: advertising; salespeople; retailers; dealers;
packaging; point-of-sale displays.
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Public sources: newspapers, radio, television, consumer organizations;
specialist magazines.
Experiential sources: handling, examining, and using the product.
The usefulness and influence of these sources of information will vary by
product and by customer. Research suggests that customers value and
respect personal sources more than commercial sources (the influence of
word of mouth). The challenges for the marketing team is to identify
which information sources are most influential in their target markets.
2.14 EVALUATION OF ALTERNATIVES
In the evaluation stage, the customer must choose between the alternative
brands, products and services.
An important determinant of the extent of evaluation is whether the
customer feels involved in the product. By involvement, we mean the
degree of perceived relevance and personal importance that accompanies
the choice.
2.15 PURCHASE
Where a purchase is highly involving, the customer is likely to carry out
extensive evaluation.
High-involvement purchases include those involving high expenditure or
personal risk for example buying a house, a car or making investments.
Low involvement purchases (e.g. buying a soft drink, choosing some
breakfast cereals in the supermarket) have very simple evaluation
processes.
2.16 POST-PURCHASE EVALUATION
The final stage is the post-purchase evaluation of the decision. It is
common for customers to experience concerns after making a purchase
decision. This arises from a concept that is known as cognitive
dissonance. The customer, having bought a product, may feel that an
alternative would have been preferable. In these circumstances that
customer will not repurchase immediately, but is likely to switch brands
next time.
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To manage the post-purchase stage, it is the job of the marketing team to
persuade the potential customer that the product will satisfy his or her
needs. Then after having made a purchase, the customer should be
encouraged that he or she has made the right decision.
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Chapter 3.
RESEARCH METHODOLOGY
3.1 RESEARCH AIM
The prime aim of present study is To study the customer preferences
towards PepsiCo products in Akola Dist.
3.2 RESEARCH OBJECTIVE
The objectives of present study are as follow.
1) To find consumers buying motives towards PepsiCo products.
2) To know the consumer perception about PepsiCo products.
3) To know the consumer awareness about PepsiCo products.
4) To know the distribution strategy of PepsiCo products.
3.3 RESEARCH HYPOTHESIS
1) Customers are happy because of the reasonable price and good quality ofPepsiCo products.
2) Customers are satisfied with PepsiCo products.
3) Customers are more aware about soft drinks.
4) PepsiCo is having a very good distribution strategy.
5)
3.4 REGION UNDER STUDY
- Akola District
-
3.5 COMPANY UNDER STUDY
- PepsiCo India Holdings pvt. Ltd
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3.5 MARKETING RESEARCH PROCESSES
Research refers to the systematic method consisting of enunciating th
problem, formulating a hypothesis, collecting the facts or data, analysis
the facts and reaching certain conclusions either in the form ofsolutions(s) towards the concerned problem or in certain generalizations
for some theoretical formulation. The various steps involved in the
Research process are:
Fig. 3.5
3.6 DETERMINE RESEARCH DESIGN
A Research design is simply the framework or plan to study used as a
guide in collecting and analyzing the data. It is the blue print for any
research. It is possible to built a house without a detailed blueprint, the
final product will more than likely be somewhat different from what wasoriginally envisioned by the buyer or user. In the similar manner the
research findings are also likely to differ widely from what was desired by
the consumer. These research findings are interesting, but they do not
solve the basic problem of the customer.
There are three types of research designs namely;
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1) Exploratory
2) Descriptive
3) Causative
3.7 Exploratory Research: -
Exploratory research is conducted when the researches does not no how
and why a certain phenomenon occurs. It concerns with discovering the
general nature of problem and the variables that relate to it. It is
characterized by a high degree of flexibility and it tends to rely on
secondary data, convenience or judgment sample, small-scale survey or
simple experiments, case analysis and subjective evaluation of the results.
Four groups, interviewing key customer groups, expert and even search
for printed and publish information on some common techniques.
Present research work is of an exploratory in nature, to assess the
consumer preferences towards Home loan schemes in Kola city The Bank
presently has various schemes .so here an exploratory research design was
selected to study the problem.
3.8 DATA COLLECTION METHOD
PRIMARY DATA:-
Primary data for the said research work is collected through sample of
existing through questionnaire techniques in Akola region.
SECONDARY DATA:-
The source of secondary data for the said research work is Business
magazines & periodicals, newspapers, business circulars, Corporate
Websites over Internet and published research etc. secondary data is also
collected through Bank
3.9 DATA COLLECTION FORM & QUESTIONNAIRE DESIGN
To collect the relevant data for a research data will be collected in the
form of questionnaire designing. Designing the questionnaire is not easy
job it will be formulated in carefully means which type of information to
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be collected, type of questions, question wording, sequencing and layout
and presenting these all of things are designing in well manner.
The questionnaire was prepared using very simple and non-technical
words. To serve the wholehearted co-operation without wasting must
time of respondents, the questionnaire was short and to the point. The
questionnaire design procedure follows following steps. The said
questionnaire is attached in the appendix section.
questionnaire design procedure follows following steps. The said
questionnaire is attached in the appendix section.
2.7
Fig 3.9
To fulfill the research objective and characteristics of consumers at market place survey method was selected. In this consumer survey method,
questionnaire was designed keeping research objective, consumer
response habit, language &other related factors. Questionnaire was
objective oriented as well as perception oriented and was easy & less time
consuming. Some questions were open ended & some were dichotomous
type. In it three & five point scale technique was used. By using this
scaling technique analysis could be easily done. (Sample questionnaire is
attached in the Appendix)
Specify what
information will be
Determinewording of each
Determine
se uence of each
Prepared for final
data collection
Determine type of the
uestionnaire and
Determine
forms &
Determine
concent of
Determine physical
characteristics of
Re-examine step 1-7 by
testin uestionnaire
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3.10 SAMPLE DESIGN & SELECTION
A sample design is a definite plan for obtaining a sample from the
sampling frame. It refers to the technique or the procedure, the researcher
would adopt in selecting some sampling units form which inferences
about the population is drawn. Sampling design involves following steps.
Fig. 3.10
Define The Population: For the said research work, the population is all
the existing customer in the Akola region.
Sampling Methods: stratified sampling
Sample size: 100
. The sample size selected for consumer survey is of 100 in AKOLARegion. It also distributed in a following
Identifying the sampling frame
Specify the sampling unit.
Specify the sampling method.
Determine the sample size.
Specify the sampling plan.
Select the sample.
Define the Population
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3.11 LIMITATIONS OF PRESENT STUDY
The present study has following limitations.
1. It was somewhat difficult to get the questionnaires completely filled and
signed by the residential/commercial customer that time they were busyand could not give sufficient time and original information even though
they have the information that was required for research.
2. Consumers do cooperate if not much busy with their patients.
3. Some of the respondents left some questions unanswered and as such it
was little' difficult to draw and generalize conclusion from them.
4. The finding entirely depends upon the willingness of the respondent.
5. respondents It was not possible for the researcher to cover al the due to
the time and cost consideration.
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Chapter 4.
GEOGROPHICAL REGION OF PROJECT
4.1 INTRODUCTION
What constitutes Akola district at present was originally a part of the
Nizams dominion assigned in 1853 to the East India Company in
liquidation of the large debt due on account of arrears of pay on the
Hyderabad contingent and as a security for future payment of that force.
At that time Berar was divided into two districts, South and North. In
1857 Berar was reconstituted into two districts, West Berar with
headquarters at Akola and East Berar with headquarters at Amravati. In
1903,the treaties of assignment were superseded by an agreement under
which the Nizam leased Berar to the Government of India for an annual
rent of 25 lakhs of rupees in perpetuity.
The administration of Berar was transferred from Hyderabad to the then
Chief Commissioner of Central Provinces. In 1864, when the district of
Buldhana was constituted, a part of the west Berar district was transferredto Buldhana district. In 1875, again when the Washim district was created
some parts were transferred and the district and tahsil boundaries were
completely overhauled in 1905. Murtizapur tahsil was transferred from
Amravati t Akola district and Khamgaon and Jalgaon tahsils were
transferred from Akola to Buldhana district. The Washim district was
broken and two tahsils of Washim and Mangrulpir were included in the
newly constituted Akola district. There were no major changes in the
boundaries of the district between 1911 and 1955. In 1956, with the
Reorganisation of the States, the district was transferred from Madhya
Pradesh to the then Bombay State and in 1960 it became a part of the
State of Maharashtra.
On First July 1998, Akola district was divided to form two new
districts Akola and Washim. Akola district now consists of Akola,
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Balapur, Patur, Barshitakli, Murtizjapur, Akot and Telhara taluka. The
district headquarter is Akola.
Akola city is located in north-central Maharashtra state, western India, on
the Morna River. An important road and rail junction in the Purna River
valley, it is a commercial centre trading chiefly in cotton. There are also
textile and vegetable-oil industries. Akola is an important educational
center with several colleges affiliated with the University of Amravati.
4.2 AKOLA DISTRICT MAP
Fig. 4.2
4.3 LOCATION
The district of Akola lies in the western parts of the Nagpur Division of
Maharashtra State and is surrounded by Amravati district in the north and
north-east, yeotmal in the south-east, Washim in the south and Buldhana
in the west.
The district lies between 1951 and 2116 latitude and 7638 and
7744 longitude.
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4.4GEOGROPHY
The two main rivers of the district are the Purna and the Penganga, the
other less important rivers being the tributaries of these two rivers. They
are the Katepurna, Shahanur, Morna,Mun,Nand, Man and Uma, whichare the tributaries of the Purna, and the Adan, the Arna and the Pus which
are the tributaries of the Penganga.
4.5 CLIMATE
The climate of this district is characterized by a hot summer and general
dryness throughout the year except during the south-west monsoon
season. The year may be divided into four seasons. The period from
about the middle of November to the end of February constitutes the
winter season. The summer season extends from March to June. This is
followed by the south-west monsoon season which extends up to the end
of September. October and November constitute the post-monsoon
season.
4.6 TEMPRATURE
There is a meteorological observatory in the district at Akola, and the
data from this observatory may be taken as representative of the
meteorological conditions obtained in the district in general. Temperature
rises rapidly after February till May which is the hottest month of the
year. In May, the mean daily maximum temperature at Akola is 42.4 C
and the mean daily minimum temperature is 27.5C. The heat in the
summer season is intense during the day and the nights are comparatively
tolerable. During the period from April to June, on individual days, the
day temperature rises up to about 46 or 47C. With the arrival of the
south-west monsoon in the district by about mid-June there is an
appreciable drop in the day temperature and the weather becomes
pleasant. After the withdrawal of the monsoon the day temperature
increases gradually and a secondary maximum in day temperature is
reached in October. However, night temperature decreases progressively
after September. Both day and night temperature decreases rapidly from
October till December, which is the coldest month in the year.
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The mean daily maximum temperature during this month is 29.3 C and
the mean daily minimum temperature is 11.9 C. In the rear of the
western disturbances, which move across north India in the winter
months, cold waves affect the district at times and night temperaturesmay go down to about 2 to 4 .
4.7 DIVISIONS
The district of Akola comprise of talukas namely Akot, Telhara, Akola,
Balapur, Patur, Barshitakli and Murtajapur.
4.8 TRANSPORT
Important railway stations with their codes are Paras, Gaigaon, Akola
Junction(AK), Murtijapur Junction (MZR) and are under Bhusawal-
Badnera Section of Bhusawal Division of Central Railway.
The other stations under meter gauge are Hiwarkhed(), Adgaon
Buzurg(ABZ) , Akot(AKOT), Patsul(PTZ), Ugwe (UGWE), Akola
Junction , Shivani Shivpur(SVW), Barshitakli(BSQ), Lohogad(LHD),
Amna Vadi(AMW),Jaulka(JUK) are under Purna - Khandwa Section of
South Central Railway.
The stations under narrow gauge are Lakhpuri, Murtajapur Junction,
Karanja under two Narrow Gauge Branch lines viz Murtajapur-Achalpur
and Murtajapur-Yavatmal of Bhusawal Division of Central Railway.
4.9 ECONOMY
Cotton and Jawar are the predominant crops grown in the district.
Oil and Dal mills are also rampant. The economy is mostly agriculture
based. Nowadays, soyabean crop is an important crop as major soyabean
plants have come up in the area.
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Chapter 5.
ANALYSIS AND DATA INTERPRETATION
TABLE NO. 5.1
Analysis of Age Group of Respondents
Sr.
No.
Age Group No. Of
Respondent
Percantage
1 5yrs 15 yrs 08 8%
2 16yrs -25yrs 76 76%
3 26yrs -40yrs 14 14%
4 41yrs Onward 2 2%
Graph No. 5.1
Interpretation- Out of 100 respondent 76% of respondent belong to age
group of 16yrs-25yrs and another 14% belong to age group of 26yrs-
40yrs while rest 8% and 2% belong to age group of 5yrs-15yrs and
41yrs-onward respectively.
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TABLE NO. 5.2
Analysis of Respondents according to Gender
Sr.No. Gender No. Of
Respondents
Percentage
1 Male 84 84%
2 Female 16 16%
Graph No. 5.2
Interpretation Out of 100 respondent 84% respondent are male and
16% female.
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TABLE NO. 5.3
Analysis of Respondents according to Monthly Income
Sr.
No.
Income Group
(Rs.)
No. Of
Respondents
% of
Respondents
1 5000 -10000 26 26%
2 11000-15000 7 7%
3 16000-20000 21 21%
4 21000-Onward 10 10%
5 None 38 38%
Graph No. 5.3
Interpretation Out of 100 respondent 38% of respondent belong no
Income group and another 26% belong to income group of 5000-10000
and 21% belong to income group 16000-20000 while rest 10% & 7%
belong to income group 21000-onward and 11000-15000 respectively.
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TABLE NO. 5.4
Analysis of Respondents according to Occupation
Sr.
No.
Occupation No. Of
Respondents
% of
Respondent
1 Student 56 56%
2 Other 4 4%
3 Businessman 14 14%
4 Employee 26 26%
Graph No. 5.4
Interpretation Out of 100 respondent 56% are Student, 26% are
Employee, 14% are Businessman and rest 4% are belong to others.
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TABLE NO. 5.5
Analysis of Respondents according to Buying Motives for
Soft drink.
Sr.
No.
Reasons No. Of
Respondent
% of
Respondents
1 Thrust 10 10%
2 Refreshment 12 12%
3 Complementary 53 53%
4 Enjoyment 25 25%
Graph No. 5.5
Intrepretation Out of 100 respondent 53% respondents are purchase
soft drink for Complementory another 25% for enjoyment while rest 12%
and 10% purchase for refreshment and Thrust.
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TABLE NO. 5.6
Analysis of Respondents according to preferences to
various type of soft drink.
Sr.
No.
Category of
soft drink
No. Of
Respondents
% of
Respondent
1 Strong soda added 32 32%
2 Light soda added 18 18%
3 Medium soda added 22 22%
4 Flavour added 28 28%
Graph No. 5.6
Interpretation Out of 100 respondent 32% of respondent like strong
soda added soft drink another 28% of respondent like flavour added soft
drink while remaining 18% and 22% of respondent like medium soda
added soft drink and Light soda added soft drink respectively.
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TABLE NO. 5.7
Analysis of Respondents according to buying motives while
Buying soft drink.
Sr.
No.
Factor No. Of
Respondents
% of
Respondent
1 Price 10 10%
2 Quality 64 64%
3 Availability 16 16%
4 Advertisement 10 10%
Graph No. 5.7
Interpretation The above analysis shows that 64% respondent
considering quality factor while buying soft drinks another 16%
respondent considering availability and rest 10% both considering price
and advertisement.
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TABLE NO. 5.8
Analysis of Respondents according to Knowledge about all
PepsiCo products
Sr. No. Factors No. Of
Respondents
% of Respondent
1 Yes 65 65%
2 No 35 35%
Table No. 5.8
Intrepratation Out of 100 respondent 65% of respondent knows about
all PepsiCo products and remaining 35% of respondent dont know about
all PepsiCo products.
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Table 5.9
Analysis of Respondents according to Purchase
Preferences to PepsiCo Products
Sr.
No.
Factor No. Of Respondents % of
Respondents
1 Yes 82 82%
2 No 18 18%
Table No. 5.9
Intrepratation The above analysis shows that 82% respondent give
purchase preference to PepsiCo products and remaining 18% respondent
give other soft drink brands.
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TABLE NO. 5.10
Analysis of Respondents according to preference to
different companies soft drink Brands.
Sr. No. Soft drink
Brands
No. Of
Respondents
% of
Respondent
1 PepsiCo 62 60.78%
2 Parle 12 11.76%
3 Coca-Cola 17 16.66%
4 Local Brands 11 10.78%
Table No. 5.10
Intrepretation The analysis shows that out of 102 respondent 60.78%
respondent use PepsiCo producrs another 16.66% respondent use Coca-
Cola products and while remaining 11.76% & 10.78% respondents used
Parle and Local Brands product respectively.
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TABLE 5.11
Analysis of Competitiveness of PepsiCo products
Sr. No. Factor No. Of Respondents % of
Respondent
1 Yes 78 78%
2 No 22 22%
Table No. 5.11
Intrepretation The analysis shows that 78% of respondent considered
PepsiCo products are compitative one and remaining not much confidentabout PepsiCo products.
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Table No. 5.12
Analysis of Competitors of PepsiCo
Sr. No. Soft Drink
brands
No. Of
Respondents
% of
Respondent
1 Coca Cola 77 77%
2 Local Brand 06 6%
3 Parle 13 13%
4 Macca-Cola 04 4%
Table No. 5.12
Intrepretation The analysis shows that 77% of respondent Considered
as Coca-Cola is strongest compititor of PepsiCo another 13% respondent
considered as Parle is strongest compititor while remaining 6% and 4%
respondents considered Local brand and Macca Cola is strongest
compititor respectively.
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TABLE NO. 5.13
Analysis of Respondents according to rating given by them
to PepsiCo Products as per their attributes.
Sr. No. Attributes No. Of Respondents % of
respondent
1 Taste 65 65%
2 Wide Range 12 12%
3 Availability 07 7%
4 Packaging 07 7%
5 Price 09 9%
Table No. 13
Intrepretation The above analysis shows that 65% respondents Prefer
taste of PepsiCo products and remaining 21%, 9%, 7% & 7%
respondents prefers wide range of Pepsico product, Price of Pepsico
products, Packaging of PepsiCo products and availability of PepsiCo
products respectively.
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TABLE NO. 5.14
Analysis of Respondents givens preferences to different
PepsiCo products.
Sr. No. PepsiCo Products No. Of
Respondents
% of
Respondent
1 Pepsi 46 20.62%
2 Mirinda 39 17.48%
3 Tropicana 25 11.21%
4 7 UP 18 8.07%
5 Slice 26 11.65%
6 Pepsi Diet 26 11.65%
7 Mountain Dew 17 7.62%
8 Tropicana Twister 18 8.07%
9 Gatorade Soft drink 4 1.79%
10 Duck 4 1.79%
Table No. 5.14
Intrepretation The analysis shows that 20.68% respondents prefer
Pepsi, 17.48 respondent prefer Mirinda, 11.21 respondents prefer
Trppicana, 8.07% respondents both prefer 7UP and Tropicana Twister,
11.65 respondents both prefer Slice and Pepsi Diet, 7.62% respondent
respondents prefer Mountain Dew and remaining 1.79% respondent both
prefer Gatrod soft drink and duck respectively.
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TABLE NO. 5.15
Analysis of Respondents according to factors which attract
them to buy PepsiCo Products.
Sr. No. Factor No. Of
Respondent
% of
Respondent
1 Taste 65 65%
2 Price 11 11%
3 Packaging 05 5%
4 Advertisement 14 14%
5 Availability 05 5%
Table No. 5.15
Intrepretation The analysis shows that 65% respondents attrected to
buy PepsiCo products by Taste other 14% respondents attrected to buyby
Advertisement, 11% of respondents attrected to buy PepsiCo products by
Price and remaining 5% both attrected to buy PepsiCo Products by
Packaging and Availability respectively.
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TABLE NO. 5.16
Analysis of Respondents according to various factors
considered while Buying PepsiCo Products.
Sr.
No.
Factors No. Of
Respondents
% of
Respondent
1 High Quality 32 30.18%
2 Unique Taste 48 45.28%
3 Availability 10 9.43%
4 Reasonable Price 09 8.49%
5 Packaging 07 6.60%
Table No 5.16
INTREPRETATION The analysis shows that 45.28% respondents
like PepsiCo products because of Unique taste other 30.18% respondent
like PepsiCo products because High Quality and remaining 10%, 9% and
7% respondents like PepsiCo products because of availibility,
Reasonable price and Packaging.
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TABLE NO. 5.17
Analysis of Influences who Motivates Respondents to
purchase PepsiCo Products.
Sr.
No
Factors No. Of
Respondent
% of
respondent
1 Friends 33 33%
2 Our Self 45 45%
3 Social Influence 09 9%
4 Family Members 13 13%
5 Brand Ambassadors 09 9%
Table No. 5.17
Intrepretation The analysis shows that 45% respondents motivate to
purchase PepsiCo products by Our-self, 33% respondents motivates to
purchase PepsiCo products by Friends and remaining 13% and 9% both
respondents motitate to purchase PepsiCo products by family members,
Brand ambassadors and Social influance respectively.
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TABLE 5.18
Analysis of Respondents according to Seasonal Buying
Behaviour.
Sr. No. Factor No. Of
Respondent
% of
Respondent
1 Yes 68 68%
2 No 32 32%
Table No. 5.18
Intrepretation The analysis shows that 68% respondent purchase
Pepsico products in perticular Season or festival and remaining 32%
respondentts purchase PepsiCo products in any season or period.
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TABLE NO. 5.19
Analysis of Price Competitiveness of PepsiCo Products.
Sr. No. Factor No. Of
Respondents
% of
Respondent
1 Yes 81 81%
2 No 19 19%
Table No. 5.19
Intrepretation The analysis shows that the 81% respondents
considered as price of PepsiCo products are compitative one and
remaining 19% respondent are not confident about pricing strategy of
Pepsico products.
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TABLE NO. 5.20
Analysis of Availability of PepsiCo Products
Sr. No. Factor No. Of
Respondents
% of
Respondent
1 Yes 86 86%
2 No 14 14%
Table No. 5.20
Intrepretation The analysis shows that 86% says the PepsiCo products
are easily available and according to 14% respondent PepsiCo products
are not easily available.
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TABLE NO. 5.21
Analysis of Respondents Opinion about PepsiCo Retail
Shops in Akola District.
Sr.
No.
Quantity of Retail
Shops
No. Of
Respondents
% of
Respondent
1 Large in No. 45 45%
2 Medium in No. 38 38%
3 Small in No. 13 13%
4 Rarely Found 04 4%
Table No. 5.21
Intrepretation The analysis shows 45% respondent considered the
quentity of Pepsico retail shops is Large in no. Other 38% respondent
considered it is Medium in no. and remaining 13% & 4% respondent
considered it is Small in no. and rerely found.
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Chapter 6.
CONCLUSIONS AND SUGGESITIONS
6.1 Conclusions on the basis of questioner.
1) The most of respondents are found in age group between 16yrs-25yrs
and minimum respondents are found in 41yrs-onward.
2) Male respondents are found more interest to buy soft drinks than female
respondents.
3) More than 1/3 rd respondent have non income. Most of the respondent in
between 5000-10000 and 16000-20000 income group.
4) The student respondents are found in large numbers, followed byEmployee and others are few.
5) Maximum respondent generally purchase soft drink for Complementary,
than second Enjoyment and very few for thrust and refreshment.
6) Most of the respondents like Strong soda added soft drinks and flavours
added also remaining types are in near about same proportion.
7) Most of the respondents gives importance to Quality of soft drinks and
remaining respondents are give importance other factors in sameproportion.
8) Most of the respondents are know about all PepsiCo products.
9) Maximum respondents gives purchase preferences to PepsiCo products.
10) Most of the respondents are use PepsiCo products then remaining are use
other brands in same proportion.
11) Maximum respondents considered PepsiCo products are competitive.
12) Coca-cola is the strongest competitor of PepsiCo.
13) Most of the respondent prefer unique taste of PepsiCo products rather
than other attributes.
14) Most of the respondents gives preference to Pepsi, than followed by
Mirinda, then Slice & Pepsi Diet, then Tropicana and so on.
15) While buying PepsiCo products maximum respondents attracts taste of
the product.
16) Most of the respondents like PepsiCo because of its Unique Taste and
High quality.
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17) Respondents motivates to purchase PepsiCo by our self, followed by
Friends and other influences affects very few.
18) Maximum respondents purchase PepsiCo products in particular season
or festival.19) Most of respondents considered price of PepsiCo products are
competitive.
20) PepsiCo products are easily available, few respondents are considered it
is not easily available.
21) In Akola dist. Most area PepsiCo retail shops are available in large no.
and some area it is in medium in nos. In few are it is small in nos or
rarely found.
6.2 SUMMRIZED CONCLUSIONS
1) Most of the customer purchase PepsiCo products for complementary and
enjoyment and few customers are purchase for refreshment and thirst.
2) According to customers PepsiCo products are competitive one.
Customers prefers PepsiCo product because of High quality and Uniquetaste and pricing of PepsiCo products is Competitive one means it is in
reasonable prices.
3) The customers are more aware about soft drinks. Customers are prefer
specific type of soft drink. The customer focus on different factor while
buying soft drinks, most of the customers have information about all
PepsiCo products and while purchasing soft drinks the customer gives
important to attributes of soft drinks.
4) According to wholesaler and retailer distribution strategy of PepsiCo is
very good. Most of the times Company used decentralised distribution
strategy and Company is prompt in its services.
5) As per research PepsiCo is Market Leader in soft drink industries in
Akola Dist.
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6.2 SUGGESSIONS
1) PepsiCo should make Bottle be clean and attractive. Variety of flavoursshould be developed.
2) For best services PepsiCo should require increase the number of
wholesaler and retailer.
3) For gain more market shear various fruit flavours & taste should be
added in the range of PepsiCo products.
4) PepsiCo should make a stock of products in small shops.
5) By doing market survey prepare the master forecast for the quality
improvement & productivity.
6) PepsiCo sales will also increasing, if they made better and better
improver in there services and maintain it.
7) PepsiCo should make arrangement the products are available any time,
any where and in different range.
8) PepsiCo should concentrate improvement on quality and taste as the
controversies raised in the yester years.
9) For gaining more market share PepsiCo should be require to launch ice
cream products in different verities.
10) PepsiCo should increases competition from Coca-Cola.
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Chapter 7.
BIBLIOGRAPHY
1) Murty TVS, Research Methodology, Latest Edition, S.S.G.M.C.E.
Publication, Shegaon, 2003
2) Kotler Philip & Koshey , Marketing Management, 13th
Edition, Tata
Magrahill Publication, New Delhi, 2003
3) Schiffman and Kanuk, Consumer Behaviour, Revised Edition,
London, 2001.
4) http/:www.maharashtrastate.com/akoladist/info
5) http/:www.pepsico.com/pepsicoinfo/
6) http/:www.pepsicoindia.com/pepsicoinfo
7) http/:www.wikkipidiaencyclopedia.com/pepsico/info
8) PepsiCo Detailer, PepsiCo India Pvt. Ltd., New Delhi, year 2007
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QUESTIONNAIRE
Dear Respondent,
I, Mr. Sachin S. Bhatkar student of Department of Business
Administration & Research, S.S.G.M.C.E., Shegaon is going to conduct aresearch study on To study the customer preferences towards PepsiCo
products in Akola district. It is a part of my academic curriculum.
So kindly fill up the following questionnaire & co-operate with me for
the completion of my project.
1) Name of respondent
2) Age
a) 5yrs 15 yrs [ ] c) 26Yrs 40 Yrs [ ]
b) 16 Yrs 25 Yrs [ ] d) 41 Yrs Onward [ ]
3) Gender
a) Male [ ] b) Female [ ]
4) Monthly income
a) 5k 1ok [ ] c) 10k 15k [ ]
b) 15k 20k [ ] d) 20k onward [ ]
5) Occupation
a) Student [ ] c) Business man [ ]
b) Other [ ] d) Employee [ ]
6) Generally, you purchase soft drink for.
a) Thrust [ ] c) Refreshment [ ]
b) Complimentary [ ] d) Enjoyment [ ]
7) Which soft drink do you like most?
a) Strong soda added [ ] c) Medium soda added [ ]
b) Light soda added [ ] d) Flavour added [ ]
8) Which of the following factor you will consider while buying soft drink?
a) Price [ ] c) Availability [ ]
b) Quality [ ] d) Advertisement [ ]
e) Any other (Please specify )
9) Do you know about the all PepsiCo products?
a) Yes [ ] b) No [ ]
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10) Do you purchase PepsiCo products?
a) Yes [ ] b) No [ ]
11) Which company Products (Soft drinks) do you use?
a) PepsiCo [ ] c) Coca-Cola [ ] b) Parle [ ] d) Local Products [ ]
12) Do you find PepsiCo product competitive one?