A STUDY OF CUSTOMER SATISFACTION TOWARDS SOFT DRINK

8/19/2019 A STUDY OF CUSTOMER SATISFACTION TOWARDS SOFT DRINK

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Project Report

On

“A COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARDS THE SOFT

DRINK WITH SPECIAL REFERENCE TO PEPSI AND COCA-COLA”

Submitted In Partial Fulfillment Of The Requirement

Of Bachelor Of Business Administration

Submitted By:

Internal G!"e ame of the student !e"ha A"ar#al

ame: !r$ a%een Sirohi &R O$:'()*+('+,'- .esi"nation: Batch: (''-/('+(

Submitted To:Banarsidas 0handi#ala Institute of Professional Studies1 .#ar2a1 e# .elhi

3Affiliated to 4uru 4obind Sin"h Indraprastha 5ni%ersity6

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ACKNOWLEDEMENT

It is indeed a "reat pleasure and pri%ile"e for us to present “CONSUMER PERCEPTION

TOWARDS PEPSI AND COKE$S %EVERAGES” !n DELHI !n &ear '(#')7e ta2e immense pleasure in than2in" to Mr) NAVEEN SIROHI for "i%in" us an opportunity to

do this project and for their %aluable su""estion and "uidance$

7e also #ish to than2 library madam for allo#in" us to use the library and for helpin" colletin" boo2s and ma"a8ines$ 7e also e9tend our than2s to all those #ho directly or indirectly in%ol%ed in

our project completion$At last #e #ould li2e to than2s once a"ain to our faculty #hose sincere support has enable us at

each and e%ery step and his e9perience al#ays "i%e us the ri"ht direction to achie%e our "oal$

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CERTIFICATE

This is to certify that the project #or2 done on“A COMPARATIVE STUDY OF CUSTOMER

SATISFACTION TOWARDS THE SOFT DRINK WITH SPECIAL REFERENCE TO PEPSI

AND COCA-COLA” Submitted to 4uru 4o%ind Sin"h Indraprastha 5ni%ersity1 .elhi by !e"ha

A"ar#al in partial fulfillment of the requirement for the a#ard of de"ree of Bachelor Of BusinessAdministration1 is a bonafide #or2 carried out by himher under my super%ision and "uidance$ This

#or2 has not been submitted any#here else for any other de"reediploma$ The ori"inal #or2 #as

carried durin" ////////to /////

.ate: ame of the "uide !r$ a%een Sirohi

.esi"nation:

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TA%LE OF CONTENTS

A0;O7&05TI?& S5!!AR@$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

ITRO.50TIO OF P&PSI$$$$$$$$$$$$$$$$$$$$*

ITRO.50TIO OF 0O0A0O


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E,et!.e S//ar&

!ar2et pro%ides a 2ey to "ain actual success only to those brands #hich match best to the current

en%ironment i$e$G imperati%eG #hich can be deli%ered #hat are the people needs and they are readyto buy at the ri"ht time #ithout any delay$ It is perfectly true but this also depends on a%ailability of

"ood quality products and e9cellent taste and ser%ices #hich further attract and add a "olden

opportunity for hu"e sales$

This also depends on the "ood plannin" approach and pro%ide ample opportunity plus sufficient

amount of products for sales in the comin" ne9t financial year$

This sur%ey report introduces comparati%e study of consumerHs preferences for 0O0A 0O


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#) INTRODUCTION

Pe12! #as founded in e# @or2 in +-*$ It is Producin" on/alcoholic be%era"e and Food

processin" items$ Pe12! is a carbonated be%era"e that is produced and manufactured by Pepsi0o$ Itis sold in retail stores1 restaurants cinemas and from %endin" machines$ The drin2 #as first made in

the +)-'s by pharmacist 0aleb Bradham in e# Bern1 orth 0arolina$ The brand #as trademar2ed

on Dune +*1 +-'=$ Pepsi arri%ed on the mar2et in India in +-))$Pepsi0o "ained entry to India in+-)) by creatin" a joint %enture #ith the Punjab "o%ernment/o#ned Punjab A"ro Industrial

0orporation 3PAI06 and ?oltaHs India


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C5a-C5la is a carbonated soft drin2 sold in stores1 restaurants and %endin" machines #orld#ide$The 0oca/0ola 0ompany in Atlanta1 4eor"ia produces it$ It #as incorporated in +))*$ The 0oca/0ola 0ompany claims that it is sold in o%er ('' countries$

The 5S soft/drin2 "iant1 0oca/0ola1 reentered India in the +--'s after abandonin" its businesses in

the late +-,'s in the #a2e of Forei"n &9chan"e Re"ulation Act of +-,=$ The Act1 meant toKIndianiteK forei"n companies1 made it mandatory for forei"n companies to dilute their shareholdin"s

to E' per cent$ Instead of dilutin" its shareholdin"s to the required limit prescribed by the Act1 0oca/

0ola opted to discontinue its operations in India$

0oca/0ola is a leadin" player in the Indian be%era"e mar2et #ith an appro9imate *' per cent sharein the carbonated soft drin2s se"ment$

The 5S soft/drin2 "iant1 0oca/0ola1 reentered India in the +--'s after abandonin" its businesses in

the late +-,'s in the #a2e of Forei"n &9chan"e Re"ulation Act of +-,=$ The Act1 meant toKIndiani8eK forei"n companies1 made it mandatory for forei"n companies to dilute their

shareholdin"s to E' per cent$ Instead of dilutin" its shareholdin"s to the required limit prescribed by

the Act1 0oca/0ola opted to discontinue its operations in India$

L535 "e2!3n

The famous 0oca/0ola lo"o #as created by Dohn PembertonKs boo22eeper1 Fran2 !ason Robinson1

in +))$ It #as Robinson #ho came up #ith the name1 and he also chose the lo"oHs distincti%ecursi%e script$ The typeface used1 2no#n as Spenserian script1 #as de%eloped in the mid +-th

century and #as the dominant form of formal hand#ritin" in the 5nited States

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NEED FOR THE STUDY

In the present scenario the competitions bet#een the soft drin2s increased %ery hi"h$ The companies

are stru""lin" a lot to 2eep up their mar2et share in the industry and to impro%e the sales of their

products i$e$ the turno%er of the company$ For this the company has to 2no# their position in themar2et and the opinion and the loyalty of the customers and the retailers #hen compared to their

competitor$ Because of this reason the comparati%e analysis is %ery important and useful to the0ompany$

By the use of comparati%e analysis the companies can understand the position of the company andthe stren"th of the company in the mar2et$ Throu"h the comparati%e analysis #e can understand that

#hat strate"ies the competitors are usin" for the increase their sales %olume$ From the study #e can

"ather the information re"ardin" the opinion of the retailers on the companies comparati%ely and

this #ill help to plans for the future to increase the performance of the company and to "ain theloyalty of the retailers #hen compared to the competitors$

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O%8ECTIVES OF THE STUDY

To study the o%er%ie# of Pepsi and coca cola 0ompany$

To 2no# and compare the merchandisin" of Pepsi and 0o2e in retail outlets$

To identify the retailers opinion to#ards Pepsi products #hen compared to co2e products$

To offer some findin" and su""estions to the company for the impro%ement of its performance$

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PRODUCT PROFILE

Fla%our In"redients Pac2 Product 0ompany

0ola 0ola Fla%our

carbonated #ater su"ar

(''!l$

=''!l$''!l$

+


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CHANGING OF LOGOS DESIGN OVER PERIOD OF TIME

From the abo%e picture #e can obser%e that from ori"in itself Pepsi 0ompany has been chan"in" its


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because of this reason Pepsi became the lar"est food based products producer in the #orld$ 0o2e

0ompany is confined to the soft drin2 production only$ As 0o2e 0ompany has not chan"ed its


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C5/1ar!25n 5; t


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+-=) M The Best Friend Thirst &%er had

+-=- M !a2e Tra%el more Pleasant+-E' M Brin" in @our Thirst and 4o A#ay

7ithout it$

+-E+ M 0ompletely Refreshin"+-E( M Refreshment that 0anHt be

.uplicated$+-E= M The only thin2 li2e 0oca/0ola is

0oca/0ola itself$ ItHs the real thin"$

+-EE M Co# About A 0o2e

+-E M Passport to Refreshment+-E, M 0o2e 2no#s no season

+-E- M 0oca/0ola$ Alon" the hi"h#ay to

Any#here$

+-+ M 4ood food and 0oca/0ola just aturally "o to"ether$

+-E M For people on the "o

+-* M Feel the difference+-, M Si"n of a 4ood Taste

+-) M The cold1 0risp taste of 0o2e

+-- M be really refreshed listen to 0onnieFrancis

+-*' M Rela9 #ith 0o2e

+-*+ M 0o2e and food/Refreshin" ne# feel$

+-*( M 0oca/0ola Refreshes you best$+-* M Somethin" more than a soft drin2

+-** M 0o2eAfter 0o2eAfter 0o2e

+-,' M itHs the real thin" listen to the

0arpenters+-,+ M IHd li2e to buy the #orld a 0o2e

+-,* M 0o2e Adds life+-,- M Ca%e a 0o2e and Smile

+-)E M Dust for the taste of it 3.iet 0o2e6

+-) M 7eH%e "ot a taste for you 3ne# 0o2e6

+-)* M 0atch the 7a%e 3e# 0o2e6

+-), M @ou canHt beet the real thin"

+-)- M 0anHt beat the feelin"+--' M 0anHt beat the real thin"

+--= M Al#ays 0oca/0ola(''+ / Thanda !atalab 0oca/0ola(''= M 0oca/0oal &njoy

7hen #e compare the total slo"ans of the t#o companies #e can first understand that 0o2e

0ompany frequently chan"ed its Slo"ans1 some times trice and trice a year$ But in case of Pepsi

0ompany is not chan"in" its slo"ans frequently$ The slo"ans of Pepsi are not realistic and thecompany is e9a""eratin" the features of the drin2s and the company$ 0o2e 0ompany prepared its

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slo"ans in a realistic #ay and #hich is nearer to the features of the drin2s and the company$ o#

Pepsi 0ompany is not usin" any slo"ans for its drin2s$ 0o2e 0ompany also not usin" the slo"ans

that much frequently because the present day customers are ta2in" care of the features of the product1 taste of the products and pac2in" of the products not the slo"ans of the 0ompany$

The 0ola 7ars

O.er a Centr& 5; C5la Sl53an2@ C5//er!al2@ %ln"er2@ an" C512

ThereKs little doubt that the most spirited and intense competition in the be%era"e #orld is bet#een

0oca/0ola and Pepsi$ These t#o American companies lon" a"o too2 their battle #orld#ide1 and

althou"h there are other colas in the mar2et1 these "iants occupy this hi"h/sta2es arena bythemsel%es$ The impact of 0o2e and Pepsi on popular culture is indisputable1 and I ha%e obser%ed in

my time mana"in" this #eb site that America has not become jaded about the cola #ars$ Thememorabilia1 the jin"les1 the tri%ia / all still popular$ So I am offerin" this pa"e in an attempt to

assua"e a #ee bit of the 0o2e and Pepsi thirst that is thri%in" on our planet$

IT A


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In +-E*1 inflation forced Pepsi to increase prices$ And in +-'1 Pepsi offered a lar"er (*/ounce

bottle to court the youn" American house#ife$

In the +-*'Ks1 the cola ad #ars mo%ed to tele%ision$ 0oca/0ola employed a host of celebrity sin"ersto promote the product1 includin" C5nn!e Fran!2 @ T5/ 85ne2@ T


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CONTROVERSY ON PRESENCE OF PESTICIDES

In (''= and a"ain in (''*1 the 0entre for Science and &n%ironment 30S&61 a non/"o%ernmental

or"ani8ation in e# .elhi1 claimed that soda drin2s produced by manufacturers in India1 includin"

both Pepsi and 0oca/0ola1 had dan"erously hi"h le%els of pesticides in their drin2s$ Both Pepsi0o

and The 0oca/0ola 0ompany maintain that their drin2s are safe for consumption and ha%e published ne#spaper ad%ertisements that say pesticide le%els in their products are less than those in

other foods such as tea1 fruit and dairy products

PEPSI$S MARKETING STRATEGIES

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PepsiHs approach is radically different from that of 0o2eJ Pepsi has "one in for concentration se"mentation$ Pepsi has tar"eted the youth se"ment instead of tryin" to be somethin"

to all se"ments$

Pepsi has since be"innin" stro%e to achie%e its international position as Qa drin2 for the ne#"enerationH in India$ Celped by CTAHs forceful %isuals and creati%e1 Pepsi has been successful in

positionin" itself for the youn"er "eneration$SELLING PROCESS

Pepsi has a %ery #ell mana"ed sellin" system$ It ta2es as lot of care to ensure that the

products 3Pepsi bottles6 are a%ailable to the consumers$

Pepsi soft drin2s are produced in our plant in different S;5s 3Stoc2 2eepin" units6 anddistributed to our distributor and they further supply to the retailer$ Sahibabad 34B6 has been

di%ided around +E routes #hich are called direct routes$ For e%ery route there is a Routs A"ent$

Route A"ent mo%es #ith the company o#ned truc2 and ensure that ma9imum shops are co%ered

each day1 so that re"ular supply of Pepsi soft drin2s is made$

Routs a"ents ta2e the order from the shop2eepers and then #ith the help of loaders they "i%e the

required number of crates to the retailer or shop2eeper then mo%e to ne9t$Our plants also ha%e some a"ency in each rout$ They supply in the areas #here PepsiHs

truc2s are not able to reach$ These areas are called indirect/routes$

MARKETING STATEGIES OF COCA- COLA

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a PRODUCT

0o2e #as launched in India in A"ra1 October (E1 in K-=K1 soon after its traditional allIndian launch of its 0ola$ At the spar2in" ne# bottlin" plants at Cathra near A"ra$ 0o2e #as bac2

#ith a ban" after its e9it in +-,,$ 0o2e #as plannin" to launch in ne9t summer the oran"e drin21

Fanta/#ith the clear lemon drin21 sprite1 follo#in" later in the year$

0o2eKs product line includes1 0oca/0ola1 Thumps 5p1 Fanta1 !aa8a1 Sprite1 0lub Soda1 ,/up1


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It must be remembered that soft drin2s purchases are an Gimpulse buy lo# in%ol%ement

productsG #hich ma2es promotion and ad%ertisin" an important mar2etin" tool$ The ( arch ri%als

ha%e spent a lot on ad%ertisin" and on promotional acti%ities$

A5r"!n3 t5 Pal St5Bart1 Ad%ertisin" encoura"es customers to reco"ni8e the quality the

company offers$ Price promotions often produce short/term sales increases$

0oca 0ola has entered ne# mar2ets and also de%elopin" mar2et economics 3li2e India6 #ith much/

needed jobs$

STRAT&4I&S A.OPT&.

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B@ 0O0A 0O


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REASEARCH METHODOLOGY

7e ha%e done De2r!1t!.e re2ear


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SOURCE OF COLLECTION OF DATA

All the useful data #hich #ere require for this research has been collected throu"h Primary andsecondary date$

Pr!/ar& "ata collected throu"h e2t!5nna!re

Se5n"ar& "ata collected throu"h Internet1 !a"a8ines and e#spaper

ASSUMPTIONS

It is assumed that the chosen sample is the representation of #hole population$

It is assumed that information pro%ided by the samples is accurate and best of their 2no#led"e$

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DATA COLLECTION AND ANALYSIS

REPRESENTATION OF DATA THROUGH CHART

RATIO OF !A


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PROFILE OF RESPONDENT

Total respondent were 36

Pr5;!le N/Ber

Student +,

Ser%ice men )

Couse#ife (

Professional =

Businessman E

Ot


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REASON %EHIND CHOOSING THE PRODUCT

Total respondent 36

Pre;erene2 N5 5; Re215n"ent

Taste ()

Ad%ertisements E

Schemes &asy a%ailability E

People


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EFFECT OF ADVERTISMENT

Total respondent 36

In;lene 5; A".ert!2e/ent2 N5 5; Re215n"ent

@es +E

N5 ((

*( respondent said that Ad%ertisements Influence their buyin" decision1

7hile =) said that it doesnHt influence them for buyin"

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%RAND LOYALTY

If the desired %ariety of be%era"e is not a%ailable at particular shop1 ho# does consumer respond

Total respondent 36

Re215n" N5 5; Re215n"ent

Ta2e another %ariety ++?isit ne9t shop +*

Su""est to ha%e same %ariety *

P52t15ne "e!2!5n =

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PRESENCE OF PESTICIDES

Total respondent 36


Fully disa"ree +

A"ree to some e9tent +-

Fll& a3ree (

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CONSUMPTION OF %EVERAGRS

Co# often people consume be%era"es

Total respondent 36


Once a #ee2 -T#ice a #ee2 +'

!ore than t#ice a #ee2 Once in t#o #ee2 (

W


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SATISFACTION LEVEL WITH PEPSI COMPANY SERVICE S11l&?

S)N5 Mar:et H!3


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SATISFACTION LEVEL OF COCA COLA COMPANY$S SERVICE S11l&?

S)N5 Mar:et H!3


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INTERPRETATION

On the basis research the facts #hich ha%e come out:/

5nder the brand name of co2e Thumps up is mar2et leader #ith () mar2et share and Fanta is

second lar"est #ith (= mar2et share$

The population bet#een +(/ =' year prefer the cola products1 #hile population abo%e to ' and

belo# +( prefer soft drin2s1 and population prefer both in Tricity$

Only =) population only influenced by ad%ertisement1 rest *( population belies that

Ad%ertisements are not much effecti%e$

E population are loyal to #ords there product$

E population beliefs there cold drin2 ha%e pesticide up to some e9tent$ Instead of that they areusin" cold drin2s$

,, of population is bein" influenced by taste only1 #hile +' population by Ad%ertisements only$

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FINDINGS AND CONCLUSION

As it #as +st research Project of our life1 so it "a%e us lot of e9perience #hich #ill be %ery helpful inour life

On the basis of that research #e find that in case of be%era"es people are much influenced by taste

rather than Ad%ertisements and other thin"s$

#e come to 2no# that @oun" "eneration is the bi""est consumer of cold drin2s than any other$

By this research #e analy8e that male prefer cola din2s1 #hile female prefer soft drin2s$

Frequency of consume to cold drin2s is hi"her of male than female$

By combinin" all the be%era"e %erities #e come to 2no# that Thumps up is the mar2et leader #ith

+E total mar2et share #hile Pepsi is the second hi"hest mar2et leader #ith += mar2et share$

If the Buyin" decision of consumer is rated / +st preference #ill "o to Taste1 (nd #ill "o to Brand1=rd preference #ill "o to schemes1 Eth preference #ill "o to Price1

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SUGGESTION AND RECOMMENDATION

Thou"h the co2e is enjoyin" about E of the total mar2et share and it is mar2et leader in Indian

be%era"e industry$ 7hile #ith the E* mar2et share Pepsi is on the second step$

If #e are analy8in" properly then #e find Pepsi is small product portfolio than co2e1 #hich is

responsible for its second position$

Pepsi should increase its product portfolio to capture the 0o2eHs mar2et share$0ompanies should focus on the taste of the product because ,, population is influenced by taste

only$

@oun" "eneration is the potential consumer so companies should more focus on them$As #e find that E' population consumes (''ml cold drin2s$ 7hich comes in "lass bottles1 these

bottles are bein" retuned bac2 for refillin" to companies 7hich is incurred a"ain cost of re/

transportation$ If company start to supply ('' ml cold drin2s in pet bottles 3plastid bottles6 it #ill be

"ood for company because E' of population is usin" only (''ml$

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LIMITATIONS

It #as our +st research project so due to curiosity #e put our #hole heart on this project$ But still

there are certain limitations #hile doin" the research #or2$ Some of the limitations are as follo#s$

One of the bi""est limitations #ith this project #or2 is the t!/e ;at5r) As #e did our project inTricity #hich is not #ell 2no#n to us So it become difficult to conduct sur%ey in Tricity$

The 2a/1le 2!e of E' respondents is too small to find out the consumer perception$ Because #e

both #ere co%erin" Pepsi 0o2e both$

There mi"ht ha%e been tendencies amon" the respondents to amplifyin" or filter their responses

under the testin"$

In some cases1 the respondent #as not "i%in" us the proper reply$ Ceshe mi"ht thin2 that this isonly #asta"e of time or this mi"ht create some problem etc$ And as a result heshe has "i%en some

fa2e ans#ers and fills the questionnaire %ery casually$

The area of study is limited and confined to certain limitation$

It is possible that some potential source mi"ht ha%e remained untapped$

Since the result has been dra#n on the basis of the information pro%ided by the respondents

therefore there is a chance of error$

The questioners #ere in &n"lish so many people #ere a%oidin" fillin" the questioners

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CONCLUSION

After the completion of project #e ha%e seen the different aspects of this Pr5>et) Also #e ha%e

"ained some ne# e9perience about the consumer research$ 7hile sur%eyin" #e ha%e met a lar"e

number people1 #ith different perceptions1 #ith different nature1 and as a result of this #e ha%e

learnt a lot of thin"s li2e ho# to tal2 #ith the different people #ith different beha%ior$ 7e ha%e benefited a lot and this #ill definitely help us a lot in the future$

Also the outcome that came out from this research #or2 is that !n Tr!!t& 5:e !2 t

Bet=een #'- *( &ear 1re;er 5la "r!n:2 an" re2t 1e51le =


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%I%LIOGRAPHY

Internet?===)1e12!)5/

===)3553le)5/

===)=!:!1!"!a)5/

===)1e12!enter@5/

===)a3en&;a2)5/

===)!n"!a!n;5l!ne)5/

===)1e12!5=5rl")5/

%55:2?

Ma3a!ne2

Re2ear< 1a1er2

Re2ear< Met


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e2t!5nna!re

.ear sir madam1

7e are the student of 4ian Dyoti institute of mana"ement and technolo"y !ohali conductin" a

mar2et research on 0omparati%e study of customer satisfaction to#ard soft drin2s #ith special

reference to Pepsi and coca/cola$ 7e request you to fill this questionnaire and #e #ill collect thisdata only for education purpose

+$ A!&: $$

($4&.&R / !A


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-$ Co# many times in a #ee2 you ta2e cold drin2

a6 Once b6 thrice c6 T#ice d6 more than = times

+'$ 7hich quantity of your cold drin2 you often purchase

a6 (''ml b6 =''ml c6 ''ml

++$ 7hich fla%or do you "enerally prefer

a6

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A STUDY OF CUSTOMER SATISFACTION TOWARDS SOFT DRINK

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