Coke Project

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A

PROJECT REPORT

On

A Study of Consumer Attitude towards COCA COLA

Submitted to:Ujjal Sandhu

(Lect. Dept of Management)

Submitted by:

Disha SoniGuneet SinghVikrant

Jubin Bisht

of Masters of Business Administration

(2 nd semester)

DR. I.T. GROUP OF INSTITUTESChandigarh-Patiala Highway, Jalalpur (Banur), Near Chandigarh

Affiliated to Punjab Technical University, Jalandhar.

2010-2012



CERTIFICATE

Certified that this project report “A STUDY OF CONSUMER ATTITUDE TOWARDS COCA

COLA” is the original work of DISHA SONI, GUNEET SINGH, VIKRANT, and JUBIN BISHT

who carried out the project work under my supervision as a part of Assignment of Research

Methodology.

_______________________

Ms. Ujjal Sandhu(Lect. Dept of Management)



DECLARATION

We hereby declare that the project entitled “A STUDY OF CONSUMER ATTITUDE

TOWARDS COCA COLA” submitted for the Assignment of Research Methodology is our

original work and the project has not formed the basis for the award of any degree, associateship,

fellowship or any other similar titles.

Signature of the Student:

_____________________ Name 1 _____________________ Name 2 _____________________ Name 3 _____________________ Name 4

Place:Date:



ACKNOWLEDGEMENTS

We take immense pleasure in thanking Prof. P.P. Arya , Managing Director , and

Dr. Bhatnagar , our beloved Principal for having permitted us to carry out this project work.

We wish to express our deep sense of gratitude to our Subject Instructor , Ms. Ujjal Sandhu ,

Lecturer , Dr. I.T. Group of Institutes for her able guidance and useful suggestions, which

helped us in completing the project work, in time.

Finally, yet importantly, I would like to express my heartfelt thanks to my beloved parents for their

blessings, my friends/classmates for their help and wishes for the successful completion of this

project.

Name of Students-:

DISHA SONI

GUNEET SINGH

VIKRANT

JUBIN BISHT





CHAPTER-1

INTRODUCTION:

In India, beverages form an important part of the lives of people. It is an industry, in

which the players constantly innovate, in order to come up with better products to gain

more consumers and satisfy the existing consumers. Coca-Cola, the product that has

given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886.

Coca- Cola Company is the world‘s leading manufacturer, marketer and

distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly

400 beverage brands.The Coca-Cola Company began building its global network in the

1920s. Now operating in more than 200 countries and producing nearly 400 brands, the

Coca-Cola system has successfully applied a simple formula on a global scale: ―

Provide a moment of refreshment for a small amount of money- a billion times

a day. This research helps to know the attitude level, opinion, perception and awareness of the

consumers towards Coca Cola.

CONSUMER:-

Consumer refers to that person which purchases goods for their own use. Different person purchase goods but in real that person is called consumer which consumed goods finally.For example: a whole seller purchase goods from manufacturer and sell it to the retailer, andretailer sell it to the ultimate user which is called consumer.

Consumer Attitude :-Consumers are individuals with likes and dislikes. When the preponderance of people in a

particular group feel one way or another about a product, service, entity, person, place or thing, itis said to be a generalized consumer attitude that could affect the marketing of that person, productor entity in positive or negative ways. Marketers strive to influence consumer attitudes, andunderstanding the prevailing attitude is the first step to changing it if needed.

About Coca Cola :-Coca-Cola® originated as a soda fountain beverage in 1886 selling for five cents aglass. Early growth was impressive, but it was only when a strong bottling systemdeveloped that Coca-Cola became the world-famous brand it is today. Coca-cola hasbeen penetrating the market through its wide product range with a determination tochange consumption pattern of soft drink in India.



History:-

1894– A modest start for a Bold IdeaIn a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage

called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began

bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson.

Biedenharn sent a case to Asa Griggs Candler, who owned the Company.

Candler thanked him but took no action. One of his nephews already had urged that

Coca-Cola be bottled, but Candler focused on fountain sales.

1900 -1909 … Rapid growth

The three pioneer bottlers divided the country into territories and sold bottlingrights to local entrepreneurs. Their efforts were boosted by major progress inbottling technology, which improved efficiency and product quality. By 1909, nearly 400Coca- Cola bottling plants were operating, most of them family-owned businesses.Some were open only during hot-weather months when demand was high.

1950s … Packaging innovationsFor the first time, consumers had choices of Coca-Cola package size and type -- the

traditional 6.5-ounce contour bottle, or larger servings including 10-, 12- and 26-ounce

versions. Cans were also introduced, becoming generally available in 1960.

1960s … New brands introducedFollowing Fanta® in the 1950s, Sprite®, Minute Maid®, Fresca® and TaB® joined

brand Coca- Cola in the 1960s. Mr. Pibb® and Mello Yello® were added in the 1970s.

The 1980s brought diet Coke® and Cherry Coke®, followed by POWERADE® andDASANI® in the 1990s. Today hundreds of other brands are offered to meet consumer

preferences in local markets around the world.

1990s … New and growing markets



Political and economic changes opened vast markets that were closed or

underdeveloped for decades. After the fall of the Berlin Wall, the Company invested

heavily to build plants in Eastern Europe. And as the century closed, more than $1.5

billion was committed to new bottling facilities in Africa.21st Century…. & Still Going StrongThe Coca-Cola bottling system grew up with roots deeply planted in local communities.

This heritage serves the Company well today as people seek brands that honor local

identity and the distinctiveness of local markets. As was true a century ago, strong

locally based relationships between Coca-Cola bottlers, customers and communities

are the foundation on which the entire business grows.

Coc a Cola Globalization Strategies :- The coca-cola company is global player and approximately 70 % of its volume

and 80 % of its profit come from outside the United States of America. Although it was

perceived as a standardized brand across the world, coca-cola had been quietly fine

turning its international marketing strategies to suit the needs of individual national

markets. Only the brand coca-cola, Sprite and Fanta were marketed globally. In

Latin America and Europe, where heavy consumer‘s preferred existed for

lemon lime and orange soda.

Coke had developed a wide range of formulations and flavors to cater the needs of

different countries. In ei Salvador and Venezuela, a version of Fanta called Fanta

kolita a cream soda type of drink became extremely popular. Similarly, in Indonesia

coke had been selling pineapple and banana Limca, Maaza and Thums up in 1993

Brands of Coca Cola :-

Coca-Cola Zero® has been one of the most successful product launches inCoca Cola‘s history. In 2007, Coca Cola‘s sold nearly 450 million casesglobally.Put into perspective, that's roughly the same size as Coca Cola‘s total businessin



the Philippines, one of our top 15 markets. As of September 2008, Coca-ColaZerois available in more than 100 countries.

Energy Drinks :-For those with a high- intensity approach to life, Coca Cola’s brands of

Energy Drinks contain ingredients such as ginseng extract, guarana extract, caffeineand B vitamins.

Juices/Juice Drinks :-We bring innovation to the goodness of juice in Coca Cola‘s more than 20 juiceand juice drink brands, offering both adults and children nutritious, refreshing

and flavorful beverages.

Soft Drinks :-Coca Cola‘s dozens of soft drink brands provide flavor and refreshment in avariety of choices. From the original Coca-Cola to most recent introductions, soft drinksfrom The Coca-Cola Company are both icons and innovators in the beverage industry.

Sp o rts Drinks :-Carbohydrates, fluids, and electrolytes team together in Coca Cola‘s SportsDrinks, providing rapid hydration and terrific taste for fitness-seekers at any

level.

Tea and Coffee :- Bottled and canned teas and coffees provide consumers' favorite drinks in convenienttake-anywhere packaging, satisfying both traditional tea drinkers and today's growingcoffee culture. Water :-Smooth and essential, our Waters and Water Beverages offer hydration in itspurest form

Other Drinks :-Coca Cola‘s brands also include milk products, soup, and more so you can choosea Coca Cola Company product anytime, anywhere for nutrition, refreshment or otherneeds



Board of directors:-

Present Board of DirectorsName Occupation Birth Death Known for

Herbert A. Allen, Jr. Businessc. 1940

Allen & Company, Inc.Ronald W. Allen Business c. 1942 CEO of Delta Airlines, 1987-97

Barry Diller Business 2-Feb-1942 CEO of USA Interactive Corp.

Alexis Herman Government 16-Jul-1947 US Secretary of Labor, 1997-2001

E. Neville Isdell Business 8-Jun-1943 CEO of Coca Cola, 2004-08

Muhtar Kent Business c. 1952 CEO of Coca-Cola

Donald R. Keough Business 4-Sep-1926 Chairman of Allen & Company

Donald F. McHenry Diplomat 13-Oct-1936 US Ambassador to the UN, 1979-81

Sam Nunn Politician 8-Sep-1938 US Senator from Georgia, 1972-97

James D. Robinson III Business 19-Nov-1935 CEO of American Express, 1977-93

Peter Ueberroth Baseball 2-Sep-1937 Commissioner of Baseball, 1984-89James B. Williams Business 21-Mar-1933 CEO of SunTrust Banks, 1991

Past Board of Directors

Name Occupation Birth Death Known for

Cathleen Black Business26-Apr-

1944 New York City Schools Chancellor, 2010-

11

Howard G. Buffett Relative 16-Dec-1954

Son of Warren Buffett

Warren Buffett Business30-Aug-

1930 Billionaire in Omaha

Anne Cox Chambers Business 1-Dec-1919 Billionaire, former US Ambassador toBelgium

Douglas N. Daft Business 1943 CEO of Coca Cola, 2000-04

Charles W. Duncan, Jr. Government 9-Sep-1926 US Secretary of Energy, 1979-81

Roberto C. Goizueta Business18-Nov-

193118-Oct-

1997 CEO of Coca-Cola, 1981-97

M. Douglas Ivester Business26-Mar-

1947 CEO of Coca Cola, 1997-2000

Maria ElenaLagomasino Business c. 1950 CEO of JP Morgan Private Bank, 2001-05

James T. Laney Educator 24-Dec-

1927 President of Emory University, 1977-93

Robert L. Nardelli Business17-May-

1948 CEO of Chrysler

J. Pedro Reinhard Business ? CFO of Dow Chemical, 1995-2005

http://www.nndb.com/company/371/000058197/

http://www.nndb.com/people/076/000127692/































































George W. Woodruff Business27-Aug-

18954-Feb-1987 Continental Gin Company

Robert W. Woodruff Business 6-Dec-1889 7-Mar-1985 President of Coca-Cola, 1923-54

Competitors :-The soft drink market all over the world has been witnessing a neck to neck battlebetween the two major players, Coca-Cola and Pepsi since the very beginning. Thethirst quenchers are trying hard to have the major chunk of the pie of carbonated softdrink market. Both the players are spending their energies in building capacity,infrastructure, promotional activities etc.

Coca-Cola being 11 years older than Pepsi has dominated the scenein most of the soft

drink markets in the world and enjoying leadership in terms of market share. But theCoca-Cola people are finding it hard to keep away Pepsi, which has been narrowing thegaps regularly. The two are posing threats to each other in every nook and corner of theworld. While Coca-Cola has been earning most of its bread and butter throughbeverage sales, Pepsi has a multi products portfolio with some portion from the samebusiness.

The two warriors are face to face once again here in India with differentstrategies and tactics to attack the rival. Coca-cola is focusing upon the joint ventureswith the existing bottlers {FOBO } franchise owned bottling operations to enhance itscontrol on manufacturing and marketing of its products range and attain the qualitystandards of its class.







CHAPTER:-2

Review of literature :-

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 in

FMCG products, increasing competition, more due to globalization, is motivating manycompanies to base their strategies almost entirely on building brands. Brand preferencemeans 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 werefind out for preferring a brand like:

Brand personaBrand constancyBrand loftinessBrand value.

In the identification of factors affecting the brand preference, it was concluded thatbrand persona is the most effective factor that affects the brand preference. This brand



persona deals with the personality aspects or the external attributes of brand, thus it canbe said that consumer prefer any brand by looking at the external attributes of a brand.

Journal of IMS, Vol 5 no.1, Jan-June 2008

2. “ Consumer awareness and consumption pattern of food products” This paper aims to investigate the degree of brand awareness of various food

products in relation to background and education of the household, the consumptionpattern of various food products consumed by respondents in the light of their areas,income levels and education. a sample of200 respondents comprising 100 form ruralarea and 100 from urban area were taken. Data are analyzed with the help of mean.SD, co –efficient of variance-test and f-test. The finding of this study reveals that there islow degree of brand awareness in rural areas, whereas there is a moderate degree ofbrand awareness in urban India. The highly educated rural and urban respondents have

high degree of brand awareness for many food products, and the less educated ruraland urban respondents have low degree of brand awareness for many food products.

Journal of IMS Vol 3 no.1, Jan-June 2007

3. Colour and flavour rule consumer preferences: StudyThe intensity of colour and the flavour are the key drivers behind consumer

acceptance of beverages, says a new study involving DANONE. But packaging andlabelling are not as important for winning over consumers, according to findingspublished in the journal Food Quality and Preference, The study involved consumers at

different stages of development and highlights the importance of adopting a sensory― marketing approach, said the researchers from French research organisationAdriant, 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― showedthe feasibility of the proposed multi-sensory design method based on mixed qualitative and

quantitativeapproaches. The study also demonstrates the importance of fla vo ur and colo ur selection fornew products.

The global flavours market was been valued at some US$18bn in 2006(BusinessInsights). Meanwhile, the value of the international colourings market wasestimated at



around $1.15bn in 2007 (€731m), up 2.5 per cent from $1.07bn (680m) in2004, according toLeatherhead Food International (LFI). Natural colours now make up 31 per centof thecolourings market, compared with 40 per cent for synthetics, according to LFI

4. Bombarding the senses: StudyBy choosing to formulate a new beverage, the researchers noted that the new productwould need to be differentiated by improving the sensory characteristics. Four factorswere identified for the formulation: four colour intensities), three flavourings, two labeltypes (soft versus hard), and two pack sizes (standard versus oversize). By using bothquantitative (hedonic testing) and qualitative (focus groups) approaches, theresearchers found that t― he main factors which drive consumer preference for thisconcept are colour intensity and flavouring . Indeed, colour intensity accounted

for 43 per cent and flavour 32 per cent of the consumers‘ overall liking. Pack― size and label type are taken into acc ount by the consumer to a lesser extend, they added. This methodology of a qualitative screening associated to a― conjointanalysis on relevant sensory attributes has shown good performances to fitconsumers‘ expectation: it has now to be reproduced, as every brand, conceptand product is a unique combination designed for a specific consumer group, concluded the researchersSource: Food Quality and PreferenceVolume 19, Issue 8, Pages 719-726By Stephen Daniells, 07-Oct-2008

5. Taste or health: A study on consumer acceptance of cola drinksThis study examined the relative contributions of taste and health considerations onconsumer liking and purchase intent of cola drinks. Eight types of commercial coladrinks were evaluated by 305 adult consumers who also completed a briefquestionnaire on food habits. Data were analyzed using factor analysis. Resultsrevealed that purchase intent of cola drinks was strongly related to degree of liking andto several key sensory attributes including saltiness, drinks flavor and greasiness.These variables emerged as the first factor in the analysis, suggesting that consumersperceive these characteristics as being most important in their choice of cola drinks.Factor 2 described a health dimension and was related to respondents' attitudes towardfat in the diet. Factor 3 comprised two remaining sensory attributes (color and crunchiness),

which apparently were of minor importance to the respondents. These data suggest that in spite of





Research Methodology:-The system of collecting data for research projects is known as research methodology. The data

may be collected for either theoretical or practical research.Research methodology is not only a research method but it also considers the logic behind the

method we use in the context of our research study and explain why we are using a particular method or technique and why we are not using others, so that the research results are capable of

being evaluated either by research himself or by others. .For example: Management Research.

3.1 Objective of study:-

• To know the buying behavior of consumers toward Coca Cola .

• To study the consumers preferences for Coca Cola.

• To know which brand’s advertisement mostly people have seen.

• To know, how many people are purchasing it?

• To know the reason to buy cola drinks.

• To know why was the advertisement being noticed by the consumer?

• To know the view of consumer whether they think it as a quality brandor not.

3.2 Source of data:-

1 .Primary data: based on questionnaire, will be distributed among consumers& direct interview

will be taken, to collect the data.2. Secondary data: collected from organization, articles, magazines, books &newspaper research

reports.

3.3 Research Design:-

Research Design:- Descriptive research- also known as statistical research,describes data andcharacteristics about the population. Descriptive research answers thequestions who, what, where, whenand how.



3.4 Sampling technique:-

We use convenient technique in project.

3.5 Sample size:-

For this study 50 members has been taken.

3.6 Area of sample:-

Dr.It group of institute of management and technology, Jalalpur (Bannur).

3.6 Tool for data collection & Analysis:-

Questionnaire & SPSS.

CHAPTER- 4

1. Do you drink coca cola?

Yes No

Options Respondents In %age

YES 49 98%

NO 1 2%



Table 4.1

The above table clearly shows that highest number of people are in favour of drinking Coca Cola.Only 2% peole are not in favour of drinking Coca Cola .

2. Which coca cola drink do you prefer most?

Coke Fanta7up Maaza

Options Respondents %ageCOKE 29 58%FANTA 4 8%7up 6 12%MAAZA 11 22%





Table 4.3

The above table clearly shows that large number of people prefer Coca Cola than that of Pepsi.Only 10% people would like to consume Pepsi and rest 90% stick to have Coca Cola.

4.About coca cola drink what do you like most?Brand name Taste

Packaging Price

Options Respondents %age

Brand Name 8 16%

Taste 39 78%

Packaging 2 4%

Price 1 2%





Table 4.5

More than half %age of persons consume Coke 2-3 times in a week. Only 8% persons consume

Coke 6-7 times while 36% persons consume 4-5 times and 56% persons consumes Coke 2-3 times

in a week .

6. Do you think coke is easily available?Yes No


YES 50 100% NO 0 0%



Table 4.6

All the persons believes that Coke is very easily available.

7. Do you think coke is better than others?Yes No


YES 41 82% NO 9 18%



Table 4.7

A large majority of persons believes that Coke is better than others. 82% of persons believes Cokeis better than others while rest 18% persons feels opposite.

8. If there is any increase in price of coca cola thenwould you switch to the other brand?

Yes No


YES 25 50% NO 25 50%



Table 4.8

Exactly half number of persons believes that they would have switch onto another brand if there isan increase in price of Coke and also its vice-versa.

9. At what price would you like to purchase?Rs-15Rs-25Rs-55


Rs. 12 37 74%

Rs. 25 9 18%

Rs.55 4 8%



Table 4.9

Majority of persons will consume Coke at Rs.12 than at Rs.22 or Rs.55. 74% persons will consumeCoke at Rs. 12, 18% persons will consume Coke at Rs. 22 while remaining 8% persons consumesCoke at Rs. 55.

10. Do you purchase coke after watching advertisement?Yes No


YES 31 62%

NO 19 38%



Table 4.10

62% persons purchase Coke after watching advertisement and rest 38% persons refuse this

statement.

11. Which promotional offers attract you most?Price offer Free gifts Any other


Price Offer 22 44%

Free Gifts 14 28%

Any Other 14 28%



Table 4.11

44% persons thinks that price offer attracts them most for purchasing Coke while an equavallent

%age of persons thinks that free gifts and other offers attracts them to buy Coke.

12.Are you satisfied with the coca cola cold drink?Yes No


YES 47 94% NO 3 6%



Table 4.12

Majority of persons are satisfied with the services or quality of Coke. 94% persons are

satisfied with Coca Cola while remaining 6% persons are remained unsatisfied.

CHAPTER 5

Finding:-From the project we find that all most all the people are in favor of drinking coca cola.



Cock is the most preferred cold drink among its various other flavors.

Large numbers of people will consume coca cola then that of Pepsi.

Taste would be the most important factor because of which people like coca

Cola.

All the people believe that cock is easily available in the market.

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