THE INDIAN HIGH SCHOOL, DUBAI

MARKETING PROJECT

BUYING MOTIVES

Date: 12th October 2014

TEACHER: MRS.RENNET.JAMES

NAME:VRIDDHI.SHARMA

GRADE 11 COM-D

THE INDIAN HIGH SCHOOL,DUBAI

BONAFIDE CERTIFICATE

Certified that this assignment ‘’Buying Motives’’ is the

bonafide work of ‘’Vriddhi.Sharma’’ who carried out the

assignment under my supervision.

Signature

Date: 12th October 2014

THE INDIAN HIGH SCHOOL, DUBAI

ACKNOWLEDGEMENT CERTIFICATE

In order to accomplish this assignment, I would like to

thank my marketing teacher, Mrs.Rennet.James for

guiding me throughout the assignment. I’m grateful to

them for giving this opportunity. It was fun and

informative doing this. I would like to thank all of them

who helped me in doing this project and who helped me in

bringing this assignment a successful one.

Thank you

METHODOLOGY

The methodology used in this product is personal collection of

data. I conducted a personal interview with all the customers of

the product line cold drinks. Ten questions were asked to each

person and each question was straightforward. All the questions

were aligned in an orderly manner. The wording was easy to

understand. All the questions in the survey are structured

questions. Personal method of interviewing people is thus, the

most reliable but an expensive and time consuming form of

conducting a survey.

TABLE OF CONTENT

1. BUYING MOTIVES MEANING AND DEFINITION. TYPES. STAGES. REASONS FOR BUYING. HOW CONSUMERS BUY? WHY CONSUMERS BUY?

2. CONSUMER BEHAVIOR MEANING AND DEFINITION 3 ESSENTIAL QUESTIONS FACTORS TYPES OF CONSUMER BEHAVIOR

3. BLACK BOX MODEL

4. PRODUCT TYPE: SOFT DRINKS COCA COLA PEPSI SPRITE MIRINDA

5. QUESTIONNAIRE SAMPLE

6. ANALYSIS 7. CONCLUSION

8. BIBLOGRAPHY

BUYING MOTIVES

MEANING AND DEFINITION

A buying motive is the reason why the customer purchases the goods. So,

motive refers to thought, urge, feeling, emotion and drive which make the

buyer to react in the form of a decision. Motivation explains the behavior of

why they are going to buy the goods. They buy the goods due to several

motives such as economic, social, psychological, etc. For example: In winter

seasons we are motivated to purchase the woolen clothes to protect from

the cold. Likewise, we are motivated to purchase the fans in summer

season to get relief from the hot. Knowledge of buying motives of the

customers is important for the producers and suppliers. The needs and

desires of customers and their buying behavior should be properly

discussed. This will help to take proper step for drawing the attention and

sale of goods. So, buying motive is concerned with the reasons that impulse

the buyer to take the decision for the action. It motivates or induces the

customers that may be affected due to several reasons such as pride,

fashion, fear, safety, love, affection, comfort, convenience and economy.

After analyzing and evaluating it, the producers as well as suppliers can

effort to develop the product and advertisement creativity.

PARTICIPANTS IN BUYING MOTIVES

There are the following different roles that persons can play in a buying decision:

1. Initiator: The initiator is a person who first suggests or thinks of the idea of buying the particular product. For example, publisher of a book initiates the professor to ask the students of his class to purchase the book. Here publisher is the initiator, the first person to initiate the buying process.

2. Influencer: Influencer is a person who explicitly or implicitly has some influence on the final buying decision of others. Students are influenced by the advice of the professor while taking a decision to purchase a book. Here professor is the influencer.

3. Decider: The decider is a person who ultimately determines any part or whole of the buying decision, i.e., whether to buy, what to buy, how to buy, when to buy or where to buy. Children are the deciders for buying the toys, house lady for kitchen provisions, and head of the family for durable or luxury items.

4. Buyer: The buyer is the person who actually purchase. Buyer may be the decider or he may be some other person. Children (deciders) are the deciders for purchasing the toys, but purchases are made by the parents.

5. User: User is the person who actually uses or consumes the services or products.

The marketer's task is to study the buying process and its main participants and their role in the buying process. He should initiate all of them to make the purchases of his product at different stages and through different strategies.

TECHNIQUES OF MOTIVATIONAL RESEARCH

The following techniques are mainly employed for consumer behavior research or motivation research: 1. Experience and knowledge technique: Under this technique, buyers behavior is estimated on the basis of experience and knowledge gained by the marketing executives because of their close association with the customers. Through experience, they come to know what are the main buying motives for their products and why? 2. Traditional or questionnaire technique: A questionnaire is prepared by the marketer with the help of psychologists under this technique. The questionnaires so prepared, are sent to the selected consumers for their return to the company after they are duly filled in. The completed questionnaires received by the company are analyzed and results are extracted about the buyers' motives and behavior. 3. Depth Interview Technique: It is the method of probing the unconscious mind. It is time consuming technique and requires considerable patience. Under this technique, no direct question is asked by the interviewer but the interviewer talks with the consumer in free atmosphere so that the interviewee may express their views intensively. It is possible for the skilled interviewer to go deep and uncover information buried below the conscious mind. 4. Projective technique: The projective technique provides the subject with a stimulus situation that gives him an opportunity to impose upon it his own private needs and his particular perception and interpretation.

STAGES OF BUYING MOTIVES

Generally, the purchaser passes through five distinct stages in taking a decision for purchasing a particular commodity. These stages are: (i) need arousal, (ii) information search, (iii) evaluation behavior, (iv) purchase decision, and (v) post purchase feelings.

(i) Need arousal: The buying process starts with need arousal. A need can be activated through internal or external stimuli. A need can also be aroused by an external stimulus such as sight of a new thing in a shop while purchasing other things.

There is two-fold significance of need arousal stage to a marketing man. 1. First the marketer must identify the drive that might actually or potentially

connect to the product class or brand and make the buyer feel that the product can satisfy the drive, he feels, and 2. It also helps recognize that the need levels for the product fluctuate over time and are triggered by different cues. The marketer can arrange cues to conform better to the natural rhythms and timing of need arousal.

(ii) Information search: After need arousal, the consumer tries to solve it and gathers the sources and information about the product. Depending upon the intensity of need, it produces two states of individual. The first state is called heightened attention when the consumer becomes more receptive to the information regarding the item he needs. If a consumer needs to purchase a television, he will pay mere attention to TV ads and the remarks made by friends and associates about TVs.

If need is more intense, the individual enters a state of active information search and he tries to collect more information about the product, its key attributes, qualities of various brands and about the outlets where they are available. There are four consumer information sources. (i) Personal sources (family, friends, neighbors etc.) (ii) Commercial sources (advertisements, salesmen, dealers). (iii) Public sources (mass media, consumer-rating organizations). (iv) Experiential sources (handling, examining, using the product). Identifying the information sources and their respective roles and importance calls for interviewing consumers about the sources of information and can use the findings to plan its advertisements.

(iii) Evaluation behavior: Having collected the information, the consumer clarify and evaluate the alternatives. There is, unfortunately no simple and single evaluation process used by all consumers or even by one consumer in all buying situations. The most current process of evaluation is to judge the product largely on a conscious and rational basis. Various considerations form the part of judgment such as product attributes, importance, weights,

brand image, utility function for each attribute, and attitude etc. After evaluation of various alternatives, he takes the decision to buy.

(iv) Purchase decision: Evaluation behavior leads the consumer to form a ranked set of preferences. Normally a consumer buys the article, he or she likes most but there are three more important consideration for taking the buying decision: (a) attitude of other such as of wife, relatives, and friends, (b) anticipated situational factors as expected family income, expected total cost of the product and the expected benefits of the product; (c) unanticipated situational factors as looks or manner of the salesman or the way business is carried on.

The marketer must consider these factors and should try to provoke the feeling of risk in the consumer and attempt to provide information and support that will help him.

(v) Post purchase feelings: After buying and trying the product, the consumer will feel some level of satisfaction or dissatisfaction and level of satisfaction depends very much on the expectation and the product's perceived performance. If the product matches up to his expectations, the consumer is satisfied; if it exceeds, he is highly satisfied; and if it falls short of expectations, he is dissatisfied.

TYPES OF BUYING MOTIVES

Buying motive is the urge or motive to satisfy a desire or need that makes people

buy goods or services. Behind every purchase there is a buying motive.It refers to

the thoughts, feelings, emotions and instincts, which arouse in the buyers a

desire to buy an article. A buyer does not buy because s/he has been persuaded

by the salesman, but s/he buys for the aroused desire in him or her. Motives

should be distinguished from instincts. A motive is simply a reason for carrying

out a particular behavior and not an automatic response to a stimulus, whereas

instincts are pre-programmed responses, which are inborn in the individual and

involuntary. Thus hunger is an instinct whereas desire to purchase pizza is a

buying motive. According to Prof. D. J. Duncan, “Buying Motives are those

influences or considerations which provide the impulse to buy, induce action and

determine choice in the purchase of goods and services.” Buying motives are can

be divided by the following way:

Product Buying Motives:

Product buying motives refer to those influences and reasons, which prompt (i.e.

induce) a buyer to choose a particular product in preference to other products.

They include the physical attraction of the product (i.e. the design, shape,

dimension, size, colour, package, performance, price etc. of the product) or the

psychological attraction of the product (i.e. the enhancement of the social

prestige or status of the purchaser through its possession), desire to remove or

reduce the danger or damage to life or body of the possessor, etc. In short, they

refer to all those characteristics of a product, which induce a buyer to buy it in

preference to other products. Product buying motives may be sub-divided into

two groups, viz., (1) emotional product buying motives and (2) rational product

buying motives.

A. Promotional Product Buying Motives: When a buyer decides to purchase a

product without thinking over the matter logically and carefully (i.e., without

much reasoning), she is said to have been influenced by emotional product

buying motives.

B. Rational Product Buying Motives: When a buyer decides to buy a certain thing

after careful consideration (i.e. after thinking over the matter consciously and

logically), s/he is said to have been influenced by rational product buying

motives. Patronage Buying Motives: Patronage buying motives refer to those

considerations or reasons, which prompt a buyer to buy the product wanted by

him from a particular shop in preference to other shops. In other words, they are

those considerations or reasons, which make a buyer, patronize a particular shop

in preference to other shops while buying a product. Patronage buying motives

also may be sub-divided into two groups viz. a) Emotional patronage buying

motives and b) Rational patronage buying motives.

A. Emotional Patronage Buying Motives: When a buyer patronizes a shop (i.e.

purchases the things required by him from a particular shop) without applying his

mind or without reasoning, he is said to have been influenced by emotional

patronage buying motives.

B. Rational Patronage Buying Motives: When a buyer patronizes a shop after

careful consideration (i.e. after much logical reasoning and careful thinking) he is

said to have been influenced by rational patronage buying motives.

Characteristics of Buying Motives: There is a process by which individual decides whether, what, when from whom, where & how much to buy. It comprises of mental and physical activities of a consumer. Individual behavior is also influenced by internal and external factors. There is drastic change in the attitude and behavior of consumer.

WHY DO CONSUMERS BUY ?

People have six motives for buying any product or service :

DESIRE FOR GAIN: Most of our prospects are going to have this as their primary

motive whether they measure the financial gain directly or indirectly.if investing

in advertising, as noted, then the expectations is to generate more prospects

and, ultimately, profitable new customers. If buying a new truck for a fleet a

motive for gain may be the increased fuel effiency of the truck to a reduced

operating cost , lower maintainence cost or greater hauling capacity that allows

for productivity in use. On a personal level an investment in real state, mutual

funds or other forms of direct payback for personal gain or business profit can be

a dominant reason as a buying motive. FEAR OF LOSS: While buying insurance is an obvious example of spending to

avoid a loss, there are other examples. In business, a prospect who feels they are

losing their market share or losing out on new opportunities may be motivated

by fear of loss. This can lead to spending to better compete. For example, a

company may open a new distribution center or increase training for customer

service or staff to defend market share. COMFORT AND CONVIENCE : A few examples of personal comfort and

convinience in business would be having a comfortable office chair or a reserved

parking space by the front door of the office. At the organisational level, the

convinience of dealing with your can be seen as having you being a responsive

representative. As the prospect works with your company, though, the view can

expand to include dealing with other parts of your company with whom the

client interacts: delivery, billing, your assistant or any employee of the company. SECURITY AND PROTECTION: Smoke alarms or a security fence are good

examples of purchasing for security. In business, keep in mind security in

choosing the source of a source of a purchase is important. There is, of course,

the old famous saying in technology that no purchasing agent ever got fired for

choosing to buy from IBM. Because of previous experience, recommendation by

others or brand reputation, your product or service needs to ideally, be

established as the superior overall value for purchase. At least , as sales guru

Brain Tracy notes in his training, you need to be viewed as the safest and best

choice or the least risk decision. Fear of criticism by others for choosing you can

be seen as an unsafe choice. In the early years of USA Today, where I worked

earlier in my earlier career, the company had to battle the ‘McPaper’ tag that

kept prospective advertisers from spending their market budgets with us. We

had to battle the perception that the content was not credible and, thus, not

creating a quality readership. Even though the research validated the

demographic characteristics of the readers, there was still the perception that

greater editorial creditability was needed before certain clients would work with

us a greater share of their budgets. It may have seemed fair from our

prospective, but it was a reality to the prospect and it had to be overcome.

Fortunately that view became virtually nonexistent and USA Today is now a well-

established news and information source. PRIDE AND OWNERSHIP: The pride factor may be overt or subtle. I had a former

boss who was compelled to tell everyone about his Mercedes, corvette and boat.

He was a bit extreme but he got personal satisfaction in talking about his

possessions. For others pride may be very internal through a sense of

accomplishment. SATISFACTION OF EMOTION: This can be in any ways. Using the example of

advertising again, you may not naturally associate advertising with satisfaction of

emotion. Still, many businesses see themselves as up and comers, market

leaders or innovators (ex: Apple). Advertising reinforces their market position to

the broader public. Think about the premium paid by a company to be an

Olympic sponsor. The total value of association cannot be measured in just

dollars and cents. Advertising is also used to support the morale of staff by

validating the quality of their employer. Sponsorship of a Little League team

shows a commitment to community by a business.

CONSUMER BEHAVIOR

Consumer Behavior is the study of individuals, groups, or organizations and the processes

they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy

needs and the impacts that these processes have on the consumer and society.[1] It blends

elements from psychology, sociology, social anthropology, marketing and economics. It

attempts to understand the decision-making processes of buyers, both individually and in

groups such as how emotions affect buying behavior. It studies characteristics of individual

consumers such as demographics and behavioral variables in an attempt to understand

people's wants. It also tries to assess influences on the consumer from groups such as

family, friends, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the customer playing

the three distinct roles of user, payer and buyer. Research has shown that consumer

behavior is difficult to predict, even for experts in the field.[2] Relationship marketing is an

influential asset for customer behavior analysis as it has a keen interest in the re-discovery of

the true meaning of marketing through the re-affirmation of the importance of the customer or

buyer. A greater importance is also placed on consumer retention, customer relationship

management, personalization, customization and one-to-one marketing. Social functions can

be categorized into social choice and welfare functions.

The 3 Essential Questions About Consumers

1. Do they buy what their friends and family buy?

2. Have they had personal experience with the product?

3. How does society feel about the product?

QUESTION #1 Do they buy what their friends and family buy?

The mostly likely answer is yes. In the battle between nature and nurture, nurture is the

most likely to win when it comes to consumer behavior. I know of entire families that

will only buy Ford trucks, or only send their children to one College. Once a product is

proven to solve the consumer’s problem, then the consumer will become an huge

advocate for that product. Friends are also a huge influence on product purchases. High

school “cliques” are segmented by behavior but also by image.

One group of friends might wear expensive clothing while another group may only wear

dark clothing. One group might only play Nintendo games while another is addicted to

XBOX games. Individuals with similar tastes tend to congregate and influence each

other’s spending habits and product choice. Successful products are designed to target

one group at a time.

QUESTION #2 Have they had personal experience with the product?

This is where customer service and product quality are the most influential. If a

consumer has had a bad experience with a product, that product is likely tainted for life.

They will move on to a competitor. A company has one chance at a first impression, and

if they get it wrong or the product doesn’t solve a problem, the product will fail.

This is especially true in the service industry. If a car mechanic fails to fix a car, then

consumers will not come back. If a restaurant gives everyone food poisoning for a night,

those patrons will not be coming back. Make sure your product is ready, provides value,

and solves a problem for its target market.

QUESTION #3 How does society feel about the product?

Even if a consumer’s family and friends feel okay about a product, doesn’t mean the rest

of society will. A great example of this is cigarettes. Since about 1960, there has been

multiple campaigns against tobacco use and its health effects. As such, there has been

a massive decline in smoking. Consumers can respond in 3 ways to a society-wide

campaign against their product. They can either adopt the message (which most people

have in regards to tobacco), or they can reject it. The rejection of a product creates a

societal “taboo” that heavily influences a consumer’s decision to buy. The final response

is an alteration of the original product. If tobacco is frowned upon by society as a whole,

then why not try electronic cigarettes instead? The consumer can keep ingesting

nicotine, without the negative impact on their self-image.

FACTORS INFLUENCING CONSUMER BEHAVIOR

I. Cultural factors: Cultural factors are coming from the different components related to culture

or cultural environment from which the consumer belongs.

Sub-cultures : A society is composed of several sub-cultures in which people can identify.

Subcultures are groups of people who share the same values based on a common experience or

a similar lifestyle in general.

Social classes: Social classes are defined as groups more or less homogenous and ranked against

each other according to a form of social hierarchy. Even if it’s very large groups, we usually find

similar values, lifestyles, interests and behaviors in individuals belonging to the same social class.

Cultural trends: Cultural trends or “Bandwagon effect” are defined as trends widely followed by

people and which are amplified by their mere popularity and by conformity or compliance with

social pressure. The more people follow a trend, the more others will want to follow it.

II. Social factors: Social factors are among the factors influencing consumer behavior

significantly. They fall into three categories: reference groups, family and social roles and status.

Reference groups and membership groups: The membership groups of an individual are social

groups to which he belongs and which will influence him. The membership groups are usually

related to its social origin, age, place of residence, work, hobbies, leisure, etc. The influence level

may vary depending on individuals and groups. But is generally observed common consumption

trends among the members of a same group.

Family: The family is maybe the most influencing factor for an individual. It forms an

environment of socialization in which an individual will evolve, shape his personality, acquire

values. But also develop attitudes and opinions on various subjects such as politics, society,

social relations or himself and his desires.

Social roles and status: The position of an individual within his family, his work, his country club,

his group of friends, etc.. – All this can be defined in terms of role and social status. A social role

is a set of attitudes and activities that an individual is supposed to have and do according to his

profession and his position at work, his position in the family, his gender, etc.. – and

expectations of the people around him. Social status meanwhile reflects the rank and the

importance of this role in society or in social groups. Some are more valued than others.

III. Personal factors: Decisions and buying behavior are obviously also influenced by the

characteristics of each consumer.

IV. Psychological factors: Among the factors factors influencing consumer behavior,

psychological factors can be divided into 4 categories: motivation, perception, learning as well

as beliefs and attitudes.

Many factors influencing consumer behavior: As we have just seen, many factors, specificities

and characteristics influence the individual in what he is and the consumer in his decision

making process, shopping habits, purchasing behavior, the brands he buys or the retailers he

goes. Purchase decision is the result of each and every one of these factors. An individual and a

consumer is led by his culture, his subculture, his social class, his membership groups, his family,

his personality, his psychological factors, etc.. And is influenced by cultural trends as well as his

social and societal environment. By identifying and understanding the factors that influence

their customers, brands have the opportunity to develop a strategy, a marketing message

(Unique Value Proposition) and advertising campaigns more efficient and more in line with the

needs and ways of thinking of their target consumers. A real asset to better meet the needs of

its customers and increase sales.

TYPES OF CONSUMER BEHAVIOR

Impulse Purchases When a consumer stands at the checkout and notices lip moisturizer, magazines and gum, and adds one of the items to his cart of groceries, it's often referred to as an impulse purchase. The consumer makes a purchase with little to no thought or planning involved. In most instances this happens with low-priced items.

Routine Purchases There are items consumers are used to purchasing every day, once a week or monthly. These can range from a morning cup of coffee from a nearby convenience store, to milk, eggs and cheese from the supermarket. Customers spend very little time deciding whether or not to purchase these items and don't typically need to read reviews or consult with friends for their opinions before they make routine purchases.

Limited Decision Making When customers engage in purchases that require limited decision making, they may seek advice or a suggestion from a friend. For example, if a young professional is preparing for an interview and wants to get her hair colored the week before, she might solicit advice from friends to find out which salon does good hair coloring work. As she shops for a suit for the interview, she might also ask for suggestions on which store to go to and which brand of suit is the best. The consumer may research a few options, but the search is not as thorough, or as time consuming, as with a higher priced item.

Extensive Decision Making Purchases for high priced electronics, such as a television, computer or camera, or major purchases such as a home or car require consumers to use extensive decision making. Consumers spend substantial amounts of time researching a high number of potential options before they buy. They speak with trusted friends, family, colleagues and sales professionals, and read reviews and ratings online and in consumer magazines. The decision making process lasts longer, as the consumer is investing a substantial amount of money.

BLACK BOX MODEL

The black box model shows the interaction of stimuli, consumer characteristics, decision

process and consumer responses.[3] It can be distinguished between

interpersonal stimuli (between people) or intrapersonal stimuli (within people).[4] The

black box model is related to the black box theory of behaviorism, where the focus is

not set on the processes inside a consumer, but the relation between the stimuli and

the response of the consumer. The marketing stimuli are planned and processed by the

companies, whereas the environmental stimulus is given by social factors, based on the

economical, political and cultural circumstances of a society. The buyer's black box

contains the buyer characteristics and the decision process, which determines the

buyer's response.

Environmental factors Buyer's black box

Buyer's

response Marketing

Stimuli

Environmental

Stimuli

Buyer

Characteristics Decision Process

Product

Price

Place

Promotion

Economic

Technological

Political

Cultural

Demographic

Natural

Attitudes

Motivation

Perceptions

Personality

Lifestyle

Knowledge

Problem

recognition

Information

search

Alternative

evaluation

Purchase decision

Post-purchase

behaviour

Product

choice

Brand choice

Dealer choice

Purchase

timing

Purchase

amount

The black box model considers the buyer's response as a result of a

conscious, rational decision process, in which it is assumed that the buyer has

recognized the problem. However, in reality many decisions are not made in awareness

of a determined problem by the consumer.

PRODUCT TYPE

SOFT DRINKS

A grouping of similar kinds of manufactured goods or services. A product type might be

used by the marketing team of a business to structure its overall marketing strategy and

direct it toward optimally interested consumers.

WHAT ARE SOFT DRINKS?

A soft drink (also called soda, pop, coke,[1] soda pop, fizzy drink, seltzer, mineral,[2] lolly

water[3] or carbonated beverage) is a beverage that typically contains carbonated water,

a sweetener and a flavoring. The sweetener may be sugar, high-fructose corn syrup, fruit juice, sugar

substitutes (in the case of diet drinks) or some combination of these. Soft drinks may also

contain caffeine, colorings, preservatives and other ingredients.

Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts

of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the total

volume[4][5] if the drink is to be considered non-alcoholic.[6] Fruit juice, tea and other such non-

alcoholic beverages are technically soft drinks by this definition but are not generally referred to as

such.

MY PRODUCTS

COCA COLA

Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending

machines throughout the world.[1] It is produced by The Coca-Cola

Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered

trademark of The Coca-Cola Company in the United States since March 27, 1944).

Originally intended as a patent medicine when it was invented in the late 19th century

by John Pemberton, Coca-Cola was bought out by businessman As a Griggs Candler,

whose marketing tactics led Coke to its dominance of the world soft-drink market

throughout the 20th century. The company produces concentrate, which is then sold to

licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially

exclusive contracts with the company, produce finished product in cans and bottles

from the concentrate in combination with filtered water and sweeteners. The bottlers

then sell, distribute and merchandise Coca-Cola to retail stores and vending machines.

The Coca-Cola Company also sells concentrate for soda fountains to major restaurants

and food service distributors. The Coca-Cola Company has, on occasion, introduced

other cola drinks under the Coke brand name. The most common of these is Diet Coke,

with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola

Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special versions with lemon, lime or

coffee. In 2013, Coke products could be found in over 200 countries worldwide, with

consumers downing more than 1.8 billion company beverage servings each day.

PEPSI

Pepsi (stylized in lowercase as pepsi, formerly stylized in uppercase

as PEPSI) is a carbonated soft drink that is produced and manufactured

by PepsiCo. Created and developed in 1893 and introduced as Brad's Drink,

it was renamed as Pepsi-Cola on August 28, 1898, then to Pepsi in 1961,

and in select areas of North America, "Pepsi-Cola Made with Real Sugar" as

of 2014.

SPRITE

Sprite is a colorless, lemon-lime flavored, caffeine-free soft drink, created

by the Coca-Cola Company. It was developed in West Germany in 1959

as Fanta Klare Zitrone ("Clear Lemon Fanta") and introduced in the United

States as Sprite in 1961. This was Coke's response to the popularity of 7 Up.

It comes in a primarily silver, green, and blue can or a green translucent

bottle with a primarily green and blue label.

MIRINDA

Mirinda is a brand of soft drink originally created in Spain, with global distribution. The

word Mirinda means "admirable" or "wonderful" in Esperanto. It is available in fruit

varieties

including orange, citrus, grapefruit, apple, strawberry, raspberry, pineapple, pomegrana

te, banana,passionfruit, lemon, hibiscus, guarana, tangerine, watermelon[1] and grape fl

avors as well as tamarind. A "citrus" flavor is also available in certain areas of the Middle

East. It is part of a beverage area often referred to as the flavor segment, comprising

carbonated and non-carbonated fruit-flavored beverages. The orange flavor of Mirinda

now represents the majority of Mirinda sales worldwide following a major repositioning

of the brand towards that flavor in the early 1990s. Mirinda has been owned

by PepsiCo since 1970 [2] and is primarily commercialized outside North America. It

competes with Coca-Cola's Fanta and Dr Pepper's Orange Crush or Sunkist (soft

drink) brands, with flavor brands localized to individual countries. As with most soft

drinks, Mirinda is available in multiple formulations of flavor, carbonation and

sweetener depending on the taste of individual markets.

THE INDIAN HIGH SCHOOL, DUBAI

QUESTIONNAIRE SAMPLE

NAME: AGE:

Q.1: Do you drink soft drinks?

Yes

No

Q.2: In a typical week, how many soft drinks do you drink per week?

Less than once per week

1-3 times per week

3-6 times per week

6-9 times per week

More than 9 times

Q.3: Which of the following soft drinks would you prefer?

Coca cola

Pepsi

Sprite

Miranda

Others _______________

Q.4: Coca cola is a drink consumed by all age groups.

Strongly disagree

Disagree

Neither disagree or agree

Agree

Strongly agree

Q.5: How much the taglines given below connect itself with Coca cola. (rate on the scale

1-5, 1 being the lowest and 5 being the highest)

Thanda matlab Coca cola

1___ 2____ 3____ 4____ 5_____

Open Happiness

1___ 2___ 3____ 4____ 5____

Q.6: To me the taste of Coca cola is

Extremely important

Very important

Somewhat important

Not very important

Not at all important

Q.7: The way Coca Cola Company advertises its products is

Excellent : Poor

Modern : Old fashioned

Q.8: If Coca cola keeps a buy 2 get 1 free offer, would you buy the drink?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy

Q.9: Based on your personal preference, please rank the following carbonated

beverages according to taste. (Place 1 next to the brand that has the best taste then,

place 2 next to the brand with the second best taste, and so forth. Remember, no two

brands can have the same rating).

Coca Cola ______

Pepsi ______

Sprite ______

Miranda _______

Q.10: How do you feel about Coca Cola’s product range?

Excellent

Good

Satisfactory

Below satisfactory

Poor

_______________________________________________________________________

ANALYSIS

QUESTION 1: PEOPLE DRINKING SOFT DRINKS:-

YES 21

NO 9

70%

30%

YES NO

QUESTION 2: SOFT DRINKS DRANK BY PEOPLE IN A WEEK.

LESS THAN ONCE PER WEEK 18

1-3 TIMES PER WEEK 8

3-6 TIMES PER WEEK 0

6-9 TIMES PER WEEK 3

MORE THAN 9 TIMES PER WEEK 1

60%27%

0%

10%3%

LESS THAN ONCE PER WEEK 1-3 TIMES PER WEEK

3-6 TIMES PER WEEK 6-9 TIMES PER WEEK

MORE THAN 9 TIMES PER WEEK

QUESTION 3: SOFT DRINKS THAT THEY PREFER.

COCA COLA 12

PEPSI 3

SPRITE 4

MIRANDA 1

OTHERS 10

40%

10%13%3%

34%

COCA COLA PEPSI SPRITE MIRANDA OTHERS

QUESTION 4: COCA COLA IS A DRINK CONSUMED BY ALL AGE GROUPS.

STRONGLY DISAGREE 3

DISAGREE 3

NEITHER DISAGREE NOR AGREE 7

AGREE 14

STRONGLY AGREE 3

10%

10%

23%47%

10%

STRONGLY DISAGREE DISAGREE

NEITHER DISAGREE NOR AGREE AGREE

STRONGLY AGREE

QUESTION 5: TAGLINE WITH WHICH PEOPLE CONNECT MORE WITH.

THANDA MATLAB COCA COLA

1 3

2 3

3 11

4 6

5 7

OPEN HAPPINESS

1 4

2 4

3 10

4 3

5 9

7%

13%

20%

27%

33%

THANDA MATLAB COCA COLA

1 2 3 4 5

7%

13%

20%

27%

33%

OPEN HAPPINESS

1 2 3 4 5

QUESTION 6: THE IMPORTANCE OF TASTE OF COCA COLA FOR THE CUSTOMERS.

EXTREMELY IMPORTANT 2

VERY IMPORTANT 5

SOMEWHAT IMPORTANT 6

NOT VERY IMPORTANT 9

NOT AT ALL IMPORTANT 8

6%

17%

20%

30%

27%

EXTREMELY IMPORTANT VERY IMPORTANT

SOMEWHAT IMPORTANT NOT VERY IMPORTANT

NOT AT ALL IMPORTANT

QUESTION 7: THE WAY COCA COLA ADVERTISES ITS PRODUCTS.

EXCELLENT 27

POOR 3

MORDERN 29

OLD FASHIONED 1

45%

5%

48%

2%

EXCELLENT POOR MORDERN OLD FASHIONED

QUESTION 8: WHEN COCA COLA KEEPS OFFERS THE AMOUNT OF PEOPLE WHO WILL

BUY.

DEFINITELY BUY 8

PROBABLY BUY 8

NOT SURE 7

PROBABLY NOT BUY 2

DEFINITELY NOT BUY 5

27%

27%23%

6%

17%

DEFINITELY BUY PROBABLY BUY NOT SURE

PROBABLY NOT BUY DEFINITELY NOT BUY

QUESTION 9: CUSTOMERS RANKING ACCORDING TO THEIR PREFERANCES.

COCA COLA 1

PEPSI 3

SPRITE 2

MIRINDA 4

10%

30%

20%

40%

COCA COLA PEPSI SPRITE MIRINDA

QUESTION 10: CUSTOMERS OPINION ABOUT COCA COLA’S PRODUCT RANGE.

EXCELLENT 5

GOOD 10

SATISFACTORY 11

BELOW SATISFACTORY 2

POOR 2

17%

33%36%

7%7%

EXCELLENT GOOD SATISFACTORY BELOW SATISFACTORY POOR

CONCLUSION:

Different customers have different expectations from the product.

According to my analysis :

70% of the people consume cold drinks.

60% of the people have cold drinks less than once per week.

40% of the people consume Coca Cola drink.

47% of the people think that Coca Cola as a soft drink is

consumed by all age groups.

Half of the respondents feel they can connect the tagline

‘THANDA MATLAB COCA COLA’ with the brand Coca Cola and

half of them feel more connected with ‘OPEN HAPPINESS’.

For 30% of the people the taste of the Coca Cola is not very

important because most of them don’t consume soft drinks

and the others think that all soft drinks taste the same so it

doesn’t matter at all.

45% of the people think Coca Cola Company’s way of

advertising its products is excellent than poor and 48% think its

modern than old fashioned.

54% of the people will buy Coca Cola products if there is any

offer by the Company.

33% of the people think the product range is good and 36% of

the people think its product range is satisfactory.

Most of the people who prefer cold drinks are teenagers or people

who mostly work and have work outside. The people who don’t

prefer soft drinks are housewives and are aware about the

consequences of drinking soft drinks.

People basically buy soft drinks for their self satisfaction.

BIBLOGRAPHY

www.google.com

www.wikipedia.com

www.youtube.com

www.businessdictionary.com

www.smallbusiness.chron.com

www.knowthis.com

www.theconsumerfactor.com

www.consumerbuyingbehavior.net

www.businesscasestudies.co.uk

www.forbes.com

www.slideshare.net

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