A STUDY on CONSUMER BEHAVIOR TOWARD SOFT DRINKS

A STUDY ON CONSUMER BEHAVIOR TOWARD SOFT DRINKSDone By Anand KumarXI-B1ContentIntroductionResearch MethodologyData analysisConclusionQuestionnaire2introductionThe major constituent of our body is fluid, it is an essential requirement that need to be fulfilled. in modern life there are different kind of soft drinks are available in market such as carbonated drinks, milk product, juice and fruit drinks.

Now days these drinks have been part of the life of all of us, we all are well aware of these words.Taste the thunderYe Dil mange moreYeh hai youngisthan meri jaanDo the DEWAmul taste of India

Today soft drink not only reduce the thirst but also has become style and fashion. The interest of survey is to know what people like most about soft drinks and what attracts them toward these products.34

objectiveTo understand consumer perception toward soft drinks.

To understand purchase behavior of consumer.

To understand relationship between demography of population and purchase behavior.

To understand what people prefer most towards soft drinks.5Research QuestionsWhat are the factors attracting people towards soft drinks?

What are the factors influencing peoples choice?

What people looks for in these products?

What is the preference of people?

What are the criteria for selection? 6MethodologyResearch design: Descriptive type

Sampling design:Type of population: InfiniteSampling unit: geographical sample unit (Manipal)Parameter of interest: Most popular soft drinks among people. criteria of selection of selection of soft drinks by people.Sampling: : Convenient sampling (non probability)7sampling8dataType: Primary

Data collecting instrument: Questionnaire.

Scaling technique: Rating scale.

9Limitation of the study: Responses may vary as some of people did not want to come with real answer.

Small sample size.

Personal bias of respondents limit the scope of study.

Survey is conducted only in Manipal hence results may not be generalized. 10Data analysis11 Frequency tableGender of consumer

12FrequencyPercentValid PercentCumulative PercentValidMale11265.965.965.9Female5834.134.1100.0Total170100.0100.0

Inference:- The study was performed on 170 people which were randomly selected in that major portion is covered by the male that is 65.9% and female with 34.1%.Frequency tableConsumers occupation 13 FrequencyPercentValid PercentCumulative PercentValidProfessional2313.513.513.5Businessman2212.912.926.5service2313.513.540.0student9052.952.992.9other127.17.1100.0Total170100.0100.0

Inference: - Out of 170 people surveyed the major portion is covered by the student 52.9% and followed by professional and service person with 13.5% and businessman with 12.9% and other was found to be 7.1%Frequency tableConsumers age group14 FrequencyPercentValid PercentCumulative PercentValid15-207845.945.945.920-255733.533.579.425-30127.17.186.530-40116.56.592.940-50127.17.1100.0Total170100.0100.0

Inference: - The 170 people surveyed and there age was found to be 15-20 years with 45.9%,20-25 years with 33.5%, 25-30 years and 40-50 years with 7.1% and 30-40 years with 6.5%. Kind of soft drink preferred by consumer 15 FrequencyPercentValid PercentCumulative PercentValidcarbonated(pepsi coke etc)8550.050.050.0non carbonated4325.325.375.3milk products148.28.283.5energy drinks95.35.388.8fruit juice1911.211.2100.0Total170100.0100.0

Inference: - Out of 170 people the kind of soft drink preferred by the people are carbonated (50%), non-carbonated (25.3%), fruit juice (11.2%), milk products (8.2%)and energy drinks (5.3%). Why people prefer soft drink16 FrequencyPercentValid PercentCumulative PercentValidThirst9052.952.952.9Energy116.56.559.4Style3420.020.079.4passion2313.513.592.9Other127.17.1100.0Total170100.0100.0

Inference: - 52.9% people purchase soft drink because they are thirsty, 20.0% purchase for style, 13.5% purchase for passion, 6.5% purchase for energy and 7.1% purchase for other purpose. Consumers buying reason17 FrequencyPercentValid PercentCumulative PercentValidbrand name7946.546.546.5taste and flavour4627.127.173.5easy availability2313.513.587.1price116.56.593.5brand ambassador116.56.5100.0Total170100.0100.0

Inference: - Consumers buying reason for soft drink, major people i.e. 46.5% on brand name, 27.1% on taste and flavor, 13.5% for easy availability, 6.5% on price, 6.5% on brand ambassador.Package preferred by consumer18 FrequencyPercentValid PercentCumulative PercentValidplastic bottle4425.925.925.9glass bottle3520.620.646.5metal cane6940.640.687.1tetra pack2212.912.9100.0Total170100.0100.0

Inference: - The most convenient package preferred by consumer is metal cane (40.6%),and followed by glass bottle (20.6%), plastic bottle (25.9%), and tetra pack (12.9%). Reason to attract towards advertisement19 FrequencyPercentValid PercentCumulative PercentValidcreativity slogan2011.811.811.8brand ambassador10058.858.870.6idea of advertising the message3420.020.090.6frequency of add21.21.291.8logical reasoning148.28.2100.0Total170100.0100.0

Inference: Reason to attract consumer towards advertisement is as brand ambassador 58.8%,idea of advertising 20%,creativity 11.8%,logical reasoning 8.2% and frequency of add 1.2%.Time of consumption20 FrequencyPercentValid PercentCumulative PercentValidmorning158.88.88.8afternoon4526.526.535.3evening2011.811.847.1night148.28.255.3no specific time7644.744.7100.0Total170100.0100.0

Gender of consumer's* Kind of soft drink preferred by consumer21 if yes whatTotalcarbonated(pepsi coke etc)non carbonatedmilk productsenergy drinksfruit juiceGenderMaleCount70714615112Expected Count56.028.39.25.912.5112.0femaleCount153603458Expected Count29.014.74.83.16.558.0TotalCount854314919170Expected Count85.043.014.09.019.0170.0Most of the male prefer carbonated drink while female prefer non-carbonated drink. Null hypothesis: Gender of consumers and Kind of soft drink preferred by them are independent. Alternative hypothesis: Gender of consumers and Kind of soft drink preferred by them are dependent. Chi-Square Tests22 ValuedfAsymp. Sig. (2-sided)Pearson Chi-Square66.024(a)4.000Likelihood Ratio69.7754.000Linear-by-Linear Association.0391.844N of Valid Cases170 a 2 cells (20.0%) have expected count less than 5. The minimum expected count is 3.07.Inference:- We reject the null hypothesis since significance level is less than .05 and accept the alternative hypothesis that gender of consumers and kind of soft drink preferred by them are dependent.

Most of the male prefer carbonated drink while female prefer non-carbonated drink.23 Consumer's occupation * Kind of soft drink preferred by consumer24

Most of the consumer prefer the carbonated drink. Null hypothesis: Consumer occupation and kind of the soft drink preferred by them are independent. Alternative hypothesis : Consumer occupation and kind of the soft drink preferred by them are dependent.

Inference: We reject the null hypothesis since significance level is less than .05 and accept the alternative hypothesis that consumer occupation and kind of soft drink preferred by them are dependent.25

Most of the students prefer carbonated drink, and the service man prefer the milk products.26 Consumer's age group * Kind of soft drink preferred by consumer27

The age limit from 15-20 and 20-25 prefers carbonated drinks. Null hypothesis: Consumer age group and kind of soft drink preferred by them is independent. Alternative hypothesis: Consumer age group and kind of soft drink preferred by them is dependent.

Inference: We reject the null hypothesis since significance level is less than .05 and accept the alternative hypothesis that consumer age group and kind of soft drink preferred by them are dependent.28

The consumer with the age limit between 15-25 preferred carbonated drinks.29 Conclusion Youngsters prefers carbonated drinks whereas most of older and service people prefers juice and milk products.Brand name plays major role in selection of product followed by taste and flavor.Most of the consumer were found in age group 15-20 years with 45.9%,20-25 years with 33.5%, 25-30 years and 40-50 years with 7.1% and 30-40 years with 6.5%.30Conclusion The kind of soft drink preferred by the people are carbonated(50%), non carbonated(25.3%), fruit juice (11.2%), milk products (8.2%)and energy drinks (5.3%).52.9% people purchase soft drink because they are thirsty, 20.0% purchase for style, 13.5% purchase for passion, 6.5% purchase for energy and 7.1% purchase for other purpose. Reason to attract consumer towards advertisement is as brand ambassador 58.8%,idea of advertising 20%,creativity 11.8%,logical reasoning 8.2% and frequency of add 1.2%.31 Conclusion The view of consumer on the consumption of the soft drink on the basis of time is as follow , No specific time 44.7%, evening 11.8%, afternoon 26.5%, morning 8.8%, night 8.2%.We came to conclusion that visibility affect the sales in a very special way and in term of advertisement the brand ambassador, creativity, Idea of sending message is most attracting feature.In todays scenario customer is the King, he has got various choice around him, they prefer their taste and price.32