23193484 Coke and Pepsi

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    A PROJECT ON

    A STUDY ON CONSUMER PREFERENCES FOR

    COCA COLASUBMITTED TOWARDS

    FULFILLMENT

    OF

    POST GRADUATE DIPLOMA IN

    BUSINESS MANAGEMENT

    (Approved by AICTE, Govt. of India)

    (Equivalent to MBA)

    ACADEMIC SESSION2007-2009

    Under the Guidance of: Submitted By:Dr. Sadia Samar Ali siddharth

    (Associate Professor) ROL.NO.-07149

    INSTITUTE OF MANAGEMENT STUDIES

    C-238 BULANDSHAHR ROAD

    LAL QUAN, PB-57

    GHAZIABAD 201009

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    ACKNOWLEDGEMENTS

    I am highly indebted to my project mentor Dr.Sadia Samar Ali for her continuoussupport, supervision motivation and guidance through out the tenure of my project inspite of her hectic schedule who truly remained driving spirit in my project and herexperience gave me the light in handling research project and helped me in clarifying theabstruse concepts, requiring knowledge and perception, handling critical situations and inunderstanding the objective of my work.

    I would also like to express my heartiest thanks to all the respondents who took time foranswering my questions.

    Saumil Gupta

    2

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    TO WHOMSOEVER IT MAY CONCERN

    This is to certify that Mr. Saumil Gupta student of PGDBM (2007-2009)

    I.M.S Ghaziabad has done his live summer training project under my

    guidance and supervision from 20th April2008 to 20th 2008.

    He has completed the project titledA STUDY ON CONSUME PREFERENCESFOR COCA COLA towards the fulfillment of PGDBM under mysupervision.

    During his project he was found to be very sincere and attentive to small

    details whatsoever told to him.

    I wish him luck and success in future.

    Under the guidance of:

    Dr.Saida Samar Ali

    (Associate Professor)

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    PREFACE

    Market provides a key to gain actual success only to those brands which match best tothe current environment i.e." imperative" which can be delivered what are the peopleneeds and they are ready to buy at the right time without any delay. It is perfectly true

    but this also depends on availability of good quality products and excellent taste andservices which further attract and add a golden opportunity for huge sales.

    This also depends on the good planning approach and provide ample opportunity plussufficient amount of products for sales in the coming next financial year.

    This survey report introduces study of consumers preferences for COCA COLA. Aftergoing through a detail analysis of market behavior and future prospect, t may also provide an opportunity to COCA COLA to frame a good future plan to satisfymaximum needs of the customers and established its guiding role in the market of Delhi,Ghaziabad, city in particular and through out the country as a whole. The study report

    will also provide an opportunity to delineate its market potential business areas, products& services are to be offered by the company to the customers.

    This study report also provides the various factors affecting the services. MarketingDivision of COCA COLA has to keep in mind various factors specially while preparinga plan for marketing its product or services. Detail description along with analysis ofsurveyed data is being presented in this report

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    TABLE OF CONTENTS

    PREFACE........................................................................................4

    CHAPTER 1:- INRODUCTION

    1.1 EXECUTIVE SUMMARY ..7

    1.2 LITERATURE REVIEW..8

    1.3 ABSTRACT..10

    1.4 COMPANY PROFILE..11

    1.5 PRODUCT PROFILE14

    1.6 OBJECTIVE OF STUDY .18

    1.7 RESEARCH METHODOLOGY...19

    CHAPTER 2:- DATA ANALYSIS AND INTERPRETATION

    2.1 ANALYSIS 20

    2.2 FINDINGS..38

    2.3 SUGGESTION...392.4CONCLUSION...40

    2.5 LIMITATION 41

    2.6 BIBLIOGRAPHY42

    2.7 ANNEXURE...43

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    LIST OF TABLES AND FIGURES

    TABLES PAGE NO.

    TABLE1 21

    TABLE2.... 23

    TABLE3....24

    TABLE4.. .25

    TABLE5....26

    TABLE6....27

    TABLE7....28

    TABLE8....29

    TABLE9....30

    TABLE10..30

    TABLE11..32

    TABLE12..32

    TABLE13..34

    TABLE14..34

    TABLE15..37

    TABLE16..37

    FIGURES

    FIGURE1.. 21

    FIGURE2..22

    FIGURE3..23

    FIGURE4..24

    FIGURE5..25

    FIGURE6. 26

    FIGURE7. 27

    FIGURE8..28

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    1. EXECUTIVE SUMMARY

    The objective of the project is to know the consumers preferences for Cola Drinks, tostudy the Market Potential of COCA COLA and The report contains a brief introductionof Coca Cola. The company COCA COLA has interests in various sectors and theyprovide consistent quality products to meet our costumers requirement worldwide.

    This report clearly mentions objective of the study and the research methodology utilized.both primary data and secondary data. The data collection method used is structured nondisguised questionnaire in which the types of questions used are open ended, multiplechoice and close ended.

    The report contains a detailed view of the tasks, which have been undertaken to analyzethe market of COCA COLA. Various sets of questionnaire have been prepared to knowthe PREFERENCES of consumers about the COCA COLA. Some of the research areasare Delhi, Ghaziabad. This project reveals one of the important findings like more andmore displays of the window hiring and can be given to the retail outlets as it has beensaid that JItna Dikhega Utna Bikega. To increase its consumption, more schemes likeSeasonal Schemes and other schemes can be given to the consumers.A detailed survey of the consumers was carried to find out their preferences for COCACOLA. The details of the methodology are stated below.

    Areas are Delhi, Ghaziabad research design: Exploratory and descriptive. Sources ofinformation are primary and secondary data. Data collection method structured nondesigned questionnaire.

    Types of questions used open ended, multiple choice and close ended. Sampling methodis random sampling.

    In this study I found that most of the consumers prefer PEPSI as their 1 st preference andthen COCA COLA.

    LITERATURE REVIEW:

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    1-A study of factors responsible for brand preference in fmcg sector The purpose of this paper is the study of factors responsible for brand preference infmcg products, increasing competition, more due to globalization, is motivating manycompanies to base their strategies almost entirely on building brands. Brand preference

    means to compare the different brands and opt for the most preferred brand. This brandpreference is influenced by various factors.According to this study many factors were find out for preferring a brand likeBrand persona

    Brand constancyBrand loftinessBrand value.In the identification of factors affecting the brand preference, it was concluded that brandpersona is the most effective factor that affects the brand preference. This brand personadeals with the personality aspects or the external attributes of brand, thus it can be saidthat consumer prefer any brand by looking at the external attributes of a brand.

    -journal of ims vol 5 no.1, jan-june 2008

    2-Colour and flavour rule consumer preferences: Study

    The intensity of colour and the flavour are the key drivers behind consumeracceptance of beverages, says a new study involving DANONE. But

    packaging and labelling are not as important for winning overconsumers, according to findings published in the journal FoodQuality and Preference, The study involved consumers at differentstages of development and highlights the importance of adopting asensory marketing approach, said the researchers from Frenchresearch organisation Adriant, the University of Rennes 1,DANONE R&D, and Institute Paul Bocuse.

    Companies need to continuously innovate to maintain market leadership, wrote theresearchers. When the market is overloaded the challenge consists in creating innovativeproducts able to attract and satisfy consumers. This experiment showed the feasibilityof the proposed multi-sensory design method based on mixed qualitative and quantitativeapproaches. The study also demonstrates the importance offlavourand colourselectionfor new products.

    The global flavours market was been valued at some US$18bn in 2006 (BusinessInsights). Meanwhile, the value of the international colourings market was estimated ataround $1.15bn in 2007 (731m), up 2.5 per cent from $1.07bn (680m) in 2004,according to Leatherhead Food International (LFI). Naturalcolours now make up 31 percent of the colourings market, compared with 40 per cent for synthetics, according toLFI.

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    http://www.foodnavigator.com/content/search?SearchText=flavourhttp://www.foodnavigator.com/content/search?SearchText=colourhttp://www.foodnavigator.com/content/search?SearchText=colourhttp://www.foodnavigator.com/content/search?SearchText=flavour
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    Bombarding the senses

    By choosing to formulate a new beverage, the researchers noted that the new productwould need to be differentiated by improving the sensory characteristics.

    Four factors were identified for the formulation: four colour intensities), three

    flavourings, two label types (soft versus hard), and two pack sizes (standard versusoversize). By using both quantitative (hedonic testing) and qualitative (focus groups)approaches, the researchers