consumer-behaviour.pdf

Consumer Behaviour

CHAPTER - I

INTRODUCTION

PART - A : ABOUT INDUSTRY

BRIEF HISTORY :

As the 21st century is fast approaching, marketing is becoming

more attractive at the company, state, national and international levels. In

the early days there was no difference between ‘selling’ and ‘marketing’.

But today the difference between these two terms has been clearly made.

Many organizations have involved in developing marketing activities to

satisfy the needs and wants of a group of customers. With the

development of new markets and new avenues of selling, a wide variety

of consumer and producer goods has been designed and developed and

for many the ‘marketing’ has become good profession. The developing

nations are giving much importance for marketing to develop their

internal and external markets.

Water is one of the important substances for human body. Due

to increasing pollution the environment water which we take is

polluted and for many years various techniques were used to control

GOVERNMENT FIRST GRADE COLLEGE, KGF 1

Consumer Behaviour

the contamination in water. At one time boiling was considered as a

safe method to kill germs and viruses.

There is always a danger for contamination during subsequent

cooling, storage and handling of water and boiling is a fine

consuming process. Then ceramic candles were used for filtration

and these remove invisible dirt particles. They filter bacteria and do

not destroy them. Then comes chemical treatment, which involves

injection of chlorine, mining chemicals, etc. chloric needs with

mixing chemicals etc.

Chlorine reacts with organic matter in water to form a

compound; scientific findings proved that it would produce cancer.

After a watch of all these happenings many companies’ eyes

fall on these areas to produce products which would give a pure

drinking water free from bacteria and viruses.

The market for water servicing gadgets has been shaped by

technological studies in level of safety, cost of convenience – the

three basic parameters used to bait the consumer.


Consumer Behaviour

At one time, the urban housewife saw the age old ceramic

candle stick water filter as her only option. First, the liquid had to be

boiled to kill bacteria, and then filtered through the cylindrical tower

to eliminate suspended particles.

In the mid 80’s resin technology had arrived. Products based

on this care primarily in two forms, one – tap attachments, such as ion

exchangers, zero B, which could filter water straight out of the spout

(benefit : greater convenience), and two – resin based cylinders, such

as singers Aquarius (launched early this year) and zero B’s

equivalent. In advancement over their candle stick rivals, resin

products offered to kill bacteria and thus turn boiling redundant.

Towards the late 1980s, ultra-violet (UV) purifiers entered the

arena, led by the Eureka Forbes’ Aquaguard. Though it needed

electricity, this product was more than just a filter. In addition to

basic filtration, it used light rays to inactivate germs. The UV

purifiers eliminated the burden of changing resin cartridges and could

be attached to a tap or water cooler for an almost continues water

flow.


Consumer Behaviour

Backed by heavy advertising and Eureka Forbes’ legendary

direct selling strength, Aquaguard stored into both offices and up

market homes across the country. Today Aquaguard is priced at Rs.

5,290, about twice as high as the most effective cylindrical task

filters.

About Bottling :

One of their great strengths is our ability to conduct business on

a worldwide scale while maintaining a local approach. At the heart of

this approach is their bottling system.

Before any one of their nearly 300 brands is consumed by

anybody around the world, it has to be produced, packaged and

distributed. Since they reach six billion consumers in nearly 200

countries, their bottling system has to be the best.

Their bottling partners are local companies - some

independently owned, some partially owned by The Coca-Cola

Company - so they are rooted in their communities, thinking and

acting locally. They are employers, purchasers of local goods and

services, good neighbors, and, of course, producers of the world's


Consumer Behaviour

most popular beverages. It's a big job, and sometimes it's done quite

creatively. In Indonesia, for instance, boats transport Coca-Cola® and

our other brands between the many hundreds of islands that make up

that nation.

In the Amazon, where the main road is often the river itself,

water-borne distribution is also common. In some of the higher

elevations of the Andes, Coca-Cola is sometimes transported by four-

legged power. Across much of Africa, bottlers deliver to thousands of

family-run kiosks and home-based stores on which local economies

depend.

History of Bottling :

Coca-Cola® originated as a soda fountain beverage in 1886

selling for five cents a glass. Early growth was impressive, but it was

only when a strong bottling system developed that Coca-Cola became

the world-famous brand it is today.

1894 … A modest start for a bold idea :

In 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


Consumer Behaviour

common glass bottle called a Hutchinson. Biedenharn sent a case to

As a 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.

1899 … The first bottling agreement :

Two young attorneys from Chattanooga, Tennessee believed

they could build a business around bottling Coca-Cola. In a meeting

with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained

exclusive rights to bottle Coca-Cola across most of the United States -

for the sum of one dollar. A third Chattanooga lawyer, John T.

Lupton, soon joined their venture.

1900-1909 … Rapid growth :

The three pioneer bottlers divided the country into territories

and sold bottling rights to local entrepreneurs. Their efforts were

boosted by major progress in bottling technology, which improved

efficiency and product quality. By 1909, nearly 400 Coca-Cola

bottling plants were operating, most of them family-owned

businesses. Some were open only during hot-weather months when

demand was high.


Consumer Behaviour

1916 … Birth of the Contour Bottle :

Bottlers worried that Coca-Cola's straight-sided bottle was

easily confused with imitators. A group representing the Company

and bottlers asked glass manufacturers to offer ideas for a distinctive

bottle. A design from the Root Glass Company of Terre Haute,

Indiana won enthusiastic approval. The Contour Bottle became one of

the few packages ever granted trademark status by the U.S. Patent

Office. Today, it's one of the most recognized icons in the world -

even in the dark!

1920s … Bottling overtakes fountain sales :

As the 1920s dawned, more than 1,000 Coca-Cola bottlers were

operating in the U.S their ideas and zeal fueled steady growth. Six-

bottle cartons were a huge hit starting in 1923. A few years later,

open-top metal coolers became the forerunners of automated vending

machines. By the end of the 1920s, bottle sales of Coca-Cola

exceeded fountain sales.

1920s and '30s … International expansion :

Led by Robert W. Woodruff, chief executive officer and

chairman of the Board, the Company began a major push to establish


Consumer Behaviour

bottling operations outside the U.S. Plants were opened in France,

Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. By

the time World War II began, Coca-Cola was being bottled in 44

countries.

1940s … Post-war growth :

During the war, 64 bottling plants were set up around the world

to supply the troops. This followed an urgent request for bottling

equipment and materials from General Eisenhower's base in North

Africa. Many of these war-time plants were later converted to

civilian use, permanently enlarging the bottling system and

accelerating the growth of the Company's worldwide business.

1950s … Packaging innovations :

For the first time, consumers had choices of Coca-Cola package

size and type of the traditional 6.5ounce Contour Bottle, or larger

servings including 10, 12 and 26ounce versions. Cans were also

introduced, becoming generally available in 1960.

1960s … New brands introduced :

Sprite®, Fanta®, 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


Consumer Behaviour

Powerade® and Fruitopia® in the 1990s. Today scores of other

brands are offered to meet consumer preferences in local markets

around the world.

1970s and '80s … Consolidation to serve customers :

As technology led to a global economy, retail customers of The

Coca-Cola Company merged and evolved into international mega-

chains. Such customers required a new approach. In response, many

small and medium-size bottlers consolidated to better serve giant

international customers. The Company encouraged and invested in a

number of bottler consolidations to assure that its largest bottling

partners would have capacity to lead the system in working with

global retailers.

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. As the century closed, more than $1.5 billion was committed

to new bottling facilities in Africa.


Consumer Behaviour

21st Century … Think local, act local :

The Coca-Cola bottling system grew up with roots deeply

planted in local communities. This heritage serves the Company well

today as consumers 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

Introduction to Cool drinks :

Basically cool drinks business is a two way business, because when

a consumer buys a soap or a cigarette that ends the marketing story, but

cool drinks have to be collected back i.e., bottles. Cool drinks, being a

seasonal product sell shortly, just six months in a year. If a brand is weak

on a certain day, the effect on sales of that particular brand will be shown

within next 24 hours.

The summertime marketing mania :

Every year when summer comes with vengeance, marketers of

summer products go berserk. This year, the presence of multinational

biggies added to the action. Not to be outdone by Pepsi’s strategy can

mania, arch-rival coca-cola, which is promoting its orange drink Fanta,


Consumer Behaviour

staged a number of road shows in Mumbai. The Fanta road shows

involved an entourage of music-blasting vehicles stopping at select sites

in Mumbai and inviting youngsters to have fun with cool rapping and

‘dancing’ along with a professional dance troupe. In March, in Chennai, it

tied up with the RPG group to launch the Canada Dry hunt. Participants

had cars and were given pagers on which clues would be sent.

Much of the summer marketing craze is restricted to marketers of

so-called summer products-soft (cool) drinks, ice-creams and other

beverages. Yet others got a rub-off on their sales. Pepsi, for instance, tide

up with leading ice-cream parlours, departmental stores and restaurants

where customers were offered free cans if they spent more than a

specified amount on purchases. Says a Pepsi official; “The idea was to

generate fun and excitement around Pepsi cans at the right places.”

Not surprisingly, most summer marketers keep their focus sharply

on youngsters while planning events. Their prime target is the 13-25 age

group, which is dominated by students who have long summer vacations-

holidays when well – heeled urban kids like to hang out at their favorite

ice-cream parlour, music shopper pizza joint. Pepsi flagged off its ‘Cool

Cool Summer’ with rip-off ad in a leading newspaper. The coupon got


Consumer Behaviour

customers a can for Rs.7, instead of Rs.15, and the youngsters came in

droves-Pepsi says it redeemed over 100,000 coupons in Mumbai alone.

Rival Coca-Cola, which is focusing on Fanta this summer, calls it

programme ‘the Electric Fanta Vacation’ and kicked it off with a Fanta

Film Festival in Mumbai. It wants to support the’ green generation’ and

have a pledge to grow more trees and save the earth.

In fact, good intentions are part of ‘summer marketers’ briefs this

year. Schweppes launched a scheme where it encouraged people to

donate an orange for orphanages around Chennai and get a bottle of crush

free. In the capital, it encouraged people to exercise their franchise. But

cut through the clutter and the message is clear, summer may be the

cruelest season, but it is good time to push your brand.

Break up of cost per bottle :

Typically a bottle costs between Rs.3.5 to Rs.4 and its life is

estimated at between 30 and 40 refills. The velocity with which the bottle

circulates is often the key to profits. In other words, on an investment of

Rs.3.50 to 4 in the packing, a bottle can register sales of any where

between Rs.24 to Rs.26 a years.


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Though the perception of the average consumer as hefty price paid

for little value, the break-up of costs shows otherwise; sugar – 15 Ps, cost

of bottle – 10 Ps, chemical and water – 10Ps concentrates – 20 Ps,

manufacturing expenses and depreciation – 10 Ps, transport – 10 Ps,

Excise duty, sales tax and other tax – 90 Ps. This adds up to 162 Ps and

against this the net realization per bottle is in the region of Rs.1.80 per

bottle. The surplus left is not considered adequate enough to provide for a

reasonable return of investment, modernization of facilities and

expansion.

A note on history of cool drinks :

Basically there are four types of bottled cool drinks which are

Cola, Lemon based, Orange based and Clear Drinks. The history of cool

drinks can be traced way back to the 1970’s. Coke was the first bottle

cool drink in India. It was very popular till it left in 1977 when the Janata

Government came to power in India. Just after coke left, the Parle’s

came into the market and bottled their product in the same plant. Parle

products are Thums Up, Gold Spot, Limca, Maaza and Citra.


Consumer Behaviour

Subsequently Campa Cola was introduced in 1987 to the market

with Torino, the former being bottled by the Khoday’s the close

competitor to Parle’s being the Pepsi Foods Ltd., of Delhi which came to

the market in 1990. Their products are Lehar Pepsi, Lehar 7up, Lehar

Miranda, Lehar Slica and Soda.

The other leading bottled cool drinks through not aerated is Bejois

being the product of Jagadale’s which is strong competitor to the parle’s

product Maaza (non aerated).

GROWTH AND PROSPECTS :

The Indian cool (soft) drinks market :

Winters are an unlikely time for cola wars. But the tom-terms

appear to have been hauled out early this season, as both Coca-cola India

and Pepsi Foods India launched high decibel promotions aimed at

increasing the visibility of their respective brands. Pepsi’s pesky punch

line however is the least of Coca-cola’s woes. For, two years after it

returned to the country and bought up Parle’s business, including the

Thums Up, Gold Spot and Citra brands for Rs. 150 Crores the

Company’s overall market share has dropped from 60% to 56%. Coca-

cola loss ads proved to be Pepsi’s gain, whose brands improved from


Consumer Behaviour

30% to 41% in the same period. Coca-cola problems don’t end there. In

the cola segment, which constitutes more than half the total soft drinks

market-Pepsi has dislodged Thums up from the top spot and now has a

40% market share. The former Parle brands still retain 30%, but flagship

coke comes in a poor third, with only a 20% market share.

Other former Parle brands have also taken a beating. Cloudy lime

drink Limca which commanded a 20% market share of total soft drinks

market in 1993, has seen its market share drop to 16% today. And Gold

Spot, though still the leader in the orange segment has lost mot of it fizz,

with a mere 4.5% share of the soft drinks market, compared to around 9%

in 1993.

According to study connected by a major Delhi-based advertising

agency, Coca-cola spent Rs 26.99 crore on television spots in the first

nine months of 1995. Of this, a whopping 81% was allocated to cake

alone. Pepsi mean while spent a piffling Rs 6.68 crores on television ads

during this period. On the country’s best marketing companies, Pepsi

ranked 7th while coca-cola came in 13th position. All this may well have

contributed to the change of guard at the helm of Coca-cola in July 95.


Consumer Behaviour

Besides such promos, coca-cola is understood to have finalized

plans to launch the real thing in cans. Priced at around Rs 15, the 330 ml

cans are slated to hit the market by middle of the year.

The multinational is also negotiating with some of its international

bottlers to invest in bottling and marketing operations in India.

Rival Pepsi isn’t setting idle either. It has already set aside nearly

Rs 8 crore for its advertising programme in the run-up to the during the

world cup. While that’s only a fraction of Coca-cola’s budget, a Pepsi

spokesman contends that “Large had spends do not necessarily mean a

successful strategy”. Certainly the success of its latest “nothing official”

campaign clearly proves that assertion.

While both Coke and Pepsi slugged it out for larger shares of soft

drinks market, the good news is that the market itself is growing pretty

steadily. Per capita annual consumption of soft drinks has risen to 3.5

servings today, as against 3 servings in 1993 when coke was re-launched.

At that time, the industry as a whole sold 120 million cases a year- a

figure that grew to 140 cases by the end of 1995.


Consumer Behaviour

Interestingly, even though soft drinks may have effectively turned

into a two-player industry with brands belonging to Coca-cola and Pepsi

accounting for a whooping 97% of the market, there are new comers

thirsting for a larger piece of the action. For instance, Cadbury

Schweppes, whose crush orange drink was confined to Delhi and

Mumbai until now, is hoping to expand its operation nationwide by

summer. Though figures and strategies are being kept tightly under

wraps, one thing is clear: it will certainly add more fizz to the country

already frothing soft drinks market.


Consumer Behaviour

PART – B : ABOUT SUBJECT

MEANING AND DEFINITIONS :

MARKETING :

Marketing is so basic that it cannot be considered as a separate

function. It is whole business seen from the point of view of its final

result that is from the customers point of view business success is not

determined by the producer but by the customer.

The above statement by Ducker clearly puts fourth the importance

and insensibility of marketing in the overall functioning of the

organization normally, marketing can be identified as the business

function that identifies unfilled need and wants, defines and measures

their magnitude, determine which target markets the organization can best

serve, decide as appropriate product, services and programs to serve these

markets and calls upon every one in the organization to. “Think and

serve the customer”.


Consumer Behaviour

Marketing is no longer “the art of selling what you make, but what

to make” it has been rightly said that while great devices have been made

in the marketing department.

To achieve the desired objectives in marketing a set of marketing

tool are utilized by marketers, marketing mix is the set of marketing tools

that the firm uses to pursue its marketing objectives in the target markets.

Marketing mix consists of everything the form can do to influence the

demand for its product the many possibilities can be collected in to group

of variables known as 4’p’ s as proposed by M.C. Carty ‘product, price,

place and promotion’.

CONSUMER BEHAVIOUR

Introduction :

Every marketing activity revolves around the customer. He is the

focal point. In the early stages of economics evaluation, the customer had

to accept what producer had produced. But today the consumer dictates

terms to the manufacture to manufacture the products he wants.

Consumers purchase a commodity dictated by their mental and

economics forces. Mental forces create desires and wants and the

consumers feel that products offered by manufacturers can satisfy that


Consumer Behaviour

want. Hence, he has to choose between the wants and select the products

according to the priority of consumption.

To understand marketing, one must understand buyer behavior, for

marketing success or failure depends on target consumers individual and

group reaction expressed in the form of buying patterns. Therefore, in

order to undertake the marketing program among different segments, the

marketing management must find out as to, who influences the buying

decision? Who makes the buying decision? Who makes the actual

purchase? And who ultimately use the product? It may be stated that in

the process of buying different individuals may be influence the demand

for its product, the many possibilities can be collected into group of

variables know as the 4 ‘P’ as proposed by M.C.Carty. “Product, price,

place and promotion”.

Involved or only one number may do all the four tasks, of the user

of the product may be influence, decider, and the purchaser.

Meaning :

Consumer behavior is the process “where by individual decide

what, when, where, how and form whom to purchase goods and

services”.


Consumer Behaviour

Buyer behavior is defined as “All psychological, social and

physical behavior of potential customers as they become aware of

evaluate purchase consume and tell other about products and services

each element is important.”

1. Buyer behavior involves both individual (Psychological) process

and group (Social) processes;

2. Buyer behavior is reflected from awareness right through post-

purchase;

3. Buyer behavior includes communication, purchasing and

consumption behavior.

4. Consumer behavior basically social in nature. Hence, social

environment plays an important role in shaping buyer behavior.

Thus, the chief characteristics of buyer behavior are:

1. It consists of the Mental and Physical activities which consumers

undertake to acquire goods and services and obtain satisfaction

from them.

2. It includes both observable physical activities, such as walking

through the market to examine merchandise, and making a


Consumer Behaviour

purchase and mental activities such as forming attitudes, perceiving

advertising materials, and learning to prefer particular brands.

3. Consumer behavior is very complex and dynamic too- constantly

changing therefore, management needs to adjust with the change,

and otherwise market may be lost.

4. The individual specific behavior in the market place is affected by

internal factors sue as needs, motives, perception and attitudes, as

well as by external or environmental influences such as the family,

social groups, culture, economic and business influences.

To achieve a better understanding of the consumer behavior, study

of those disciplines, which may provide some explanation as to “why

people behave as they do”, is required, such disciplines are economics,

sociology, psychology and anthropology.

Determinants of consumer behaviour :

Buying behavior is a process; potential customers are subjected to

various stimuli. The customer is regarded as a block box as we cannot

see what is going on his mind. He responds to the stimuli or inputs and

may purchase some product or service of interest to the marketing


Consumer Behaviour

management. The model of buyer is a stimulus – response model.

Response may be decision to purchase or not to purchase.

Under the systems view of buyer behavior, we have

1. Inputs,

2. Processing

3. Outputs

4. Feed-back loop

The objective of the process is of course expected satisfaction or

service.

Inputs include buyer power, marketing mix and other factors.

Buying power is the ability to participate in the exchange activity.

Marketing mix is the marketing effort in product, price, promotion and

distribution appeals. Promotion appeals are through advertising reference

groups, and sales-promotion.

Output are buyer’s attitudes, opinions, feelings, and preferences as

affected by buying process and buyer’s actions such as patronage brand

or store loyalty positive or negative influences upon other? Potential

buyer purchasing responses are: choice of product, brand, dealer,

quantities etc.,


Consumer Behaviour

Buying motive :

A motive is a derive or an urge for which an individual seeks

satisfaction through the purchase of the product. It can be classified in to

four:

1. Emotional product motives

2. Rational product motives

3. Patronage emotional motives

4. Patronage rational motives

External influences on consumer behaviour :

External or inter – personal influences on buyer behavior are:

1. Family

2. Reference group,

3. Social class; and

4. Culture.

1. Family :

Most consumers belong to family group. The family can exert

considerable influence in shaping the pattern of consumption and

indicating the decision-making roles. Personal values, attitudes and

buying habits have been shaped by family influences you can notice the


Consumer Behaviour

brand used by a new housewife in kitchen are similar to those favored by

her mother. The members of the family play different roles such as

influence, decider, purchaser and user in the buying process, the

housewife may act as a mediator of products that satisfy wants and

desires of the children.

2. Reference group :

The concept of reference group is borrowed from sociology and

psychology, buyer behavior is influenced by the small groups to which

the buyer belongs. Reference groups are the social, economic or

professional groups and buyer uses to evaluate his or here opinions and

belies, buyers can get advice or guidance in his or here own thoughts and

actions from such small groups. Reference group is useful self-

evaluation and attitude formation.

3. Social class :

Sociology points out the relationship between social class and

consumption patterns. As a predicator of consumption patterns,

marketing management is familiar with social classes consumer’s buying

behavior is determined by the social class to which they belong or to

which they aspire rather than by their income alone. Broadly speaking,

we have three distinct social classes; upper middle, and lower classes,


Consumer Behaviour

consumer belonging to middle, usually stress rationality, exhibit greater

sense of choice making, whereas consumers of lower class have

essentially non-rational purchased and show limited sense of choice

making.

4. Culture :

Culture represents an overall all social heritages, a distinctive form

of environmental adaptation by a whole society of people. It includes a

set of learned belief, values, attitudes, morale, customs, habits and forms

of behavior that are shared by a society and transmitted from generation

to generation within that society. Culture influence is a for shaping both

patterns of consumption and patterns for decision making from infancy.


Consumer Behaviour

CHAPTER - II

RESEARCH DESIGN

TITLE OF THE STUDY :

“CONSUMER BEHAVIOUR TOWARDS COCA-COLA

DRINKS, A CASE STUDY CONDUCTED AT KOLAR DISTRICT”.

STATEMENT OF THE PROBLEM :

Cool drinks, being a seasonal summer product are sold strongly

from February to August in a year. The problem being to find out brand

preference and awareness among cool drinks available in the market the

study also includes to analyze the reason why a particular brand will be

preferred by consumers and which advertisements is more effective in

selling a particular brand of cool drinks.

Purpose of the study :

The study helps in the Coca-cola drinks to appreciate factors

leading to consumer satisfaction the study helps to under stand the

consumer attitude towards Coca-cola drinks.


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The study also helps Coca-cola drinks to obtain suggestions

regarding product improvement and service.

OBJECTIVES OF THE STUDY :

1. To determine the brand awareness of cool drinks among the

consumers.

2. To determine the brand preference of cool drinks among the

consumers.

3. To understand the consumers attitudes with respect to cool drinks.

4. To determine the effectiveness of advertisements in increasing

demand of cool drinks.

5. To provide suggestions when ever found necessary.

Definitions of concepts used in the study :

a) Market :

It is the aggregate demand of the potential buyers for a

product or services. It is on area for potential exchanges.

b) Brand :

A brand is name, term, symbol or design or a combination of

them which is intended to identify the goods of services of one sellers

or group of sellers and to differentiate them from those of competitors.


Consumer Behaviour

c) Cool Drink :

Sweet carbonated beverage, containing added flavour,

permitted colour, permitted preservatives but contain no fruit juice.

d) Social Class :

The division of members of a society into a Hierarchy of distinct

status classes so those members of each class have relative the same

status and the members of all other classes have either more or less

status.

e) Reference Groups :

“Any person or group that serves as a point of comparison or

reference group for an individual for informing either general or

specific values, attitudes or behaviour”.

SCOPE OF THE STUDY :

This study covers the level of satisfaction relating to the taste,

quality of the products, satisfaction regarding promotional strategies of

cool drinks. The overall consumer’s opinion survey on cool drinks and is

restricted to Kolar District only. The study is done to analyze the opinion

of consumer towards the cool drinks. They survey was conducted from.


Consumer Behaviour

REVIEW OF LITRATURE :

Title of the study.

Background of the study.

Chapter scheme.

Research design.

Analysis & interpretation of data.

Findings.

Recommendations.

Certificates.

Bibliography.

HYPOTHESIS :

1. Primary data : Observation method

2. Secondary data: Catalogs, Magazines, Journals, Past records of

company.

OPERATIONAL DEFINITIONS OF CONCEPTS :

• Marketing

• Consumer behaviour


Consumer Behaviour

SAMPLING :

100 respondents outlets, located in different areas of Kolar District,

were visited the distributors was interview. Personally and the researchers

field the questionnaire. The distributor them selves filled some

questionnaires approximately 30 minutes were spent in filling one

questionnaire.

The fieldwork lasted for a period of three weeks.

METHODOLOGY :

The Methodology used in this study convenience sampling. The

questionnaire consists of number of questions written in a definite order

on a form. The questionnaire is given to the respondents who are

expected to read, understand and write down in the space meant for the

purpose in the questionnaire itself. In this study questionnaire are

presented with exactly the same wording and in the same order to all the

respondents. The study is random sampling where each and every item in

the population has an equal chance of includes in the sample. The survey

includes all kinds of age groups, professions, social classes etc., but

according to the primary survey the more respondents are of 16-25 years.

The survey conducted was for 60 members, but the number of

respondents are 50 only. The remaining forms are rejected because of


Consumer Behaviour

irrelevant answer. In this 28 belong to the age group of 16-25 years, 18

in the age group of 26-35 years, and 4 in the age group of 35 years and

above.

TYPES OF RESEARCH PLUS TOOLS FOR DATA COLLECTION :

The tools used for the primary data collection is purely

questionnaires. The secondary data is collected from books and

BUSINESS WORLD MAGAZINES.

Survey :

In this survey questionnaire forms were distributed to all kinds of

people of different age group, of different professions major residential

areas of Kolar District immediately the questionnaire forms were

collected from the respondents.

Sources of data :

Data was collected based on two sources.

Primary data

Secondary data

PLAN OF ANALYSIS :

The data is collected through questionnaires with regard to the

perception of respondents. The responders were analyzed quantitatively

tabulating the responds of each factor under questionnaire system.


Consumer Behaviour

REFERENCE PERIOD :

The reference period of this study was 30 days i.e., 1 month.

CHAPTER SCHEME :

Chapter : 1

Introduction: It clearly shows the brief History and the Background

Study of the Company.

Chapter : 2

Research Design : It clearly specifies the need for the development of

their own Brands of the company.

Chapter : 3

Company Profile : It shows the detailed information of the company and

its Business Operations.

Chapter : 4

Data Analysis and Interpretation : It defines the survey conducted with

Graphical Representation of Company Products.


Consumer Behaviour

Chapter : 5

Summary of Findings and Conclusions :

Here, it finds the problems of the company & Justifies it.

Chapter : 6

Recommendations and Suggestions : It helps to take out some unwanted

information’s by giving suggestions.

Appendices and Annexure : It’s a copy of Questionnaire; It particularly

represents the Merits and Demerits about the product.

Bibliography : It is the reference made from internets, web sites and the

text books etc...


Consumer Behaviour

CHAPTER - III

COMPANY PROFILE

INCEPTION :

Coca-Cola® originated as a soda fountain beverage in 1886

selling for five cents a glass. Early growth was impressive, but it was

only when a strong bottling system developed that Coca-Cola became

the world-famous brand it is today.

1894 … A modest start for a bold idea

1899 … The first bottling agreement

1900-1909 … Rapid growth

1916 … Birth of the Contour Bottle

1920s … Bottling overtakes fountain sales

1920s and '30s … International expansion

1940s … Post-war growth

1950s … Packaging innovations

1960s … New brands introduced

1970s and '80s … Consolidation to serve customers

1990s … New and growing markets

21st Century … Think local, act local


Consumer Behaviour

Changes brought about by the company :

THUMS UP: BRINGING BACK THE THUNDER, the thunder is

ready to rumble again, lurking around in the shadows for some time now,

the popular India cola, Thums up is ready to hit the spotlight. Two-and-

a-half years after the US multinational bought all parle brands from

Ramesh Chauhan, Thums up’s new owner Coca-Cola is once again

pushing the almost forgotten cola through a sparking a new ad campaign

and a slightly altered slug-line. It shows a bungee jumper plunging off a

click a pick up a Thumps up bottles from a truck passion below, and the

old line, “Taste the Thunder”, has been replaced by a slightly different

yet equally catchy line.

“I WANT MY THUNDER”


Consumer Behaviour

SERVICE PROFILE OF COCA-COLA COMPANY :

Coca-cola :

For the Coca-Cola BRINDAVAN BEVARAGES, 44/1, Bellary

Road, Hebbal, Bangalore – 24. Are the present bottlers in Bangalore? It

was started in 1986. They are authorised bottles for Coca-Cola, THUMS

UP, LIMCA, GOLDSPOT, CITRA and BISLERI SODA. They

approximately occupy 35% of market share with the investment of Rs. 7

Crores with approximate annual turn over of Rs. 10 Crores.

They were the market leaders before PEPSI came in (i.e. May 90)

and are trying to get back to no.1 position. This company is the only

distributor to various districts of Karnataka and has 4 depots situated in

different zones of Bangalore City and because of this they are incurring

very high transportation cost.

A new strategy adopted by them is the Consumer research

programmes. They had come with early home packs of bottles and offer

home delivery facility at dealers rate for as small an order as 6 bottles.

However this strategy was a total failure.

ORGANISATION AL CHART


General Manager

Personnel Manager

Sales Manager Finance Manager

Plant

Area Sales Manager

Sales Executives

Route Agents

Consumer Behaviour

BRINDAVAN BEVERAGES PRIVATE LIMITED

FLOW SHEET DIAGRAM SHOWING MANUFACTURE OF

SOFTDRINKS


BOTTLES RETURN

FROMTHE MARKET PRE INSPECTED

BOTTLINGWATER

TREATMENTSYRUP

PREPARATION

RAW MATERIALS TREATMENT WITH

CHEMICALS CONVERTED INTO TREATED WATER

SUGAR + WATER +

CHEMICALS WILL BE

HEATED WITH STEAM

UNCASER SAND FILTER CONVERTED INTO SUGAR

CARBON PURIFIER

BOTTLE WASHER HOT SUGAR SYRUP WILL

BE PASSED THROUGH HEAT EXCHANGER TO

COOLWASHED BOTTLE

INSPECTION

FILLING OF BOTTLE WITH

BEVERAGE

MIXING OF WATER,

SYRUP, COZ FORMING

CORBONATED BEVERAGES

COOLED SUGAR SYRUP WILL BE MIXED INGREDIENTS

ESSENCES CONVERTED

READY SYRUPSEALING

FINISHED PRODUCT INSPECTION

PACKING OF FINISHED

PRODUCTIN WOODEN SHELLS

FINISHED PRODUCT STORED IN THE BONED WEAR HOUSE READY

SALE

Consumer Behaviour


Consumer Behaviour

Some of the modern of publicity :

1. ADVERTISEMENTS ON Television, Radio, FM etc.,

2. Advertisements on News Papers, Magazines

3. Display the products in the shop

4. Good incentives for displaying and selling the product

5. Attractive packing(bottles)

The advertisement caption of the company is

a. “Thanda Mathalab Coo-Ka- Coo-la

b. The Coca-Cola tune for the Thumps UP Ads.

A few changes brought by the company are

(1) Introduction of Coca-cola in Cans in cans (may 96)

(2) They have come up with 1 ltr bottles of Coca-cola and Miranda.

(3) Working with an increased budget.

(4) Foreign glamour’s and big budget advertisements.

Chennai, Kerala, Hyderabad and Bangalore. It is being so

successful in very short time because of its challenging marketing

strategy.


Consumer Behaviour

OUR VALUES TOWARDS SERVICE PROFILE:

Customer Satisfaction :

We are dedicated to building a relationship with our customers

where we become partners in fulfilling their mission. We strive to

understand our customers needs and to deliver products and services that

fulfill and exceed all their requirements.

Commitment to Total Quality :

We are committed to continuous improvement of all our activities.

We will supply products and services that conform to highest standards of

design, manufacture, reliability, maintainability and fitness for use as

desired by our customers.

Cost and Time Consciousness :

We believe that our success depends on our ability to continually

reduce the cost and shorten the delivery period of our products and

services. We will achieve this by eliminating waste in all activities and

continuously improving all processes in every area of our work.


Consumer Behaviour

Innovation and Creativity :

We believe in striving for improvement in every activity involved

in our business by pursuing and encouraging risk-taking, experimentation

and learning at all levels within the company with a view to achieving

excellence and competitiveness.

Trust and Team Spirit :

We believe in achieving harmony in work life through mutual trust,

transparency, co-operation, and a sense of belonging. We will strive for

building empowered teams to work towards achieving organizational

goals.

Respect for the Individual :

We value our people. We will treat each other with dignity and

respect and strive for individual growth and realization of everyone's full

potential.

Integrity :

We believe in a commitment to be honest, trustworthy, and fair in

all our dealings. We commit to be loyal and devoted to our organization.

We will practice self-discipline and own responsibility for our actions.


Consumer Behaviour

We will comply with all requirements so as to ensure that our

organization is always worthy of trust.

Market Share :

COKE is also one of the best Brands in the field of soft drinks

Products, they are New and it has become one of the Popular Brand in

soft drinks Products, they have achieved the Greater Scope in Marketing

Share.

PEPSI’s :

The Pepsi Foods Ltd., which is the principal company introduced

to market its products in May 1990. Its products are LEHAR PEPSI,

LEHAR 7UP, LEHAR MIRANDA, LEHAR SLICE, LEHAR TEAM

and SODA. There bottling plants in south being


Consumer Behaviour

CHAPTER - IV

DATA ANALYSIS AND INTERPRETATION

The questionnaires were collected from all respondents and

tabulations were based on the primary data present in the forms. The

tables of each question are prepared and analyses based on the questions

prepared in the questionnaire. Graphical respondents like LINE

DIAGRAMS, BAR DIAGRAMS ARE USED in the interpretation of the

data.

ANALYSIS AND INTREPRETATION :

Analysis of consumer behaviour towards Coca-cola soft drinks in

Kolar District.

This chapter mainly deals with the analysis of data relating to

consumer behaviour towards Coca-Cola cool drinks. This includes the

study of awareness of branding attribute they look for purchasing

frequency of purchasing satisfaction of branding etc.,

Hear the data collected from respondents were checked processed

tabulated analysed using percentage and inference is drawn.


Consumer Behaviour

CONSUMER STUDY OF COCO-COLA :

TABLE NO. 1

Table showing the age group of the respondents.

Age Factor No. of respondents No. of respondents inpercentage (%)

5-10 11 11%11-15 13 13%16-20 36 36%21-25 17 17%

26 & above 23 23%Total 100 100%

ANALYSIS :

The above table shows that out of the 100 respondents who have

respondent to this questionnaire, it is found that :

a. 11% of the respondents lie between the 5-10 age group.

b. 13% of the respondents lie between the 11-15 age group.

c. 36% of the respondents lie between the 16-20 age group.

d. 17% of the respondents lie between the 21-25 age group.

e. 23% of the respondents lie under the group of 26 yrs and

above.


Consumer Behaviour

GRAPH NO. 1

Graph showing the age group of the respondents.


11%13%

36%

17%

23%

0%

5%

10%

15%

20%

25%

30%

35%

40%

10-May 15-Nov 16-20 21-25 26 & above

Age factors

No

. of

Res

po

nd

ents

Consumer Behaviour

TABLE NO. 2

Table showing the sex of the respondents

Age Factor No. of respondents No. of respondents inpercentage (%)

Males 40 40%

Females 60 60%

Total 100 100%

ANALYSIS :

The above table shows that among the 100 respondents 40% were

male & the rest of them i.e. 60% were females.


Consumer Behaviour

GRAPH NO. 2

Graph showing the sex of the respondents


40%

60%

Males

Females

Consumer Behaviour

TABLE NO. 3

Table showing the income category of the respondents

Age No. of respondents Percentage (%)

Less than 5000 14 14%

5000-1000 46 46%

1000 & above 40 40%

Total 100 100%

ANALYSIS :

From the above table we can say that people of all income levels

have respondent to this questionnaire.

14% of the respondents belong to the less than 5000 income

category.

46% of the respondents belong to the 5000-10000 income category

and

40% of the respondents belong to the 1000 & above and above

income category.


Consumer Behaviour

GRAPH NO. 3

Graph showing the income category of the respondents


14%

46%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

No

. of

Res

po

nd

ents

Less than 5000 5000-1000 1000 & above

Age

Consumer Behaviour

TABLE NO. 4

Table showing the consumers of Cool drinks

Sex Yes No

Males 40 -

Females 60 -

Total 100 -

ANALYSIS :

From the above table we can say that among the 100 respondents it

was found that all the 100% were consumers of drinks.


Consumer Behaviour

GRAPH NO. 4

Graph showing the consumers of Cool drinks


40

60

0 0

0

10

20

30

40

50

60

No

. of

Res

po

nd

ents

Yes No

Sex

Males

Females

Consumer Behaviour

TABLE NO. 5

Table showing the type of Cool drinks consumed

Sex Accreted % Cool Drinks % Both %

Males 16 16% 14 14% 10 10%

Females 24 24% 9 9% 27 27%

Total 40 40%

23 23%

37 37%

ANALYSIS :

The above table shows that among the males :

16% of the male preferred accreted cool drinks 14% of them

preferred Cool drink & the rest 10% of them preferred both.

Among the females;

24% of the females preferred accreted cool drinks 9% of the

preferred Cool drink and the rest 27% preferred both (accreted so well as

Cool drinks)


Consumer Behaviour

GRAPH NO. 5

Graph showing the type of Cool drinks consumed


16%

24%

14%

9%10%

27%

0%

5%

10%

15%

20%

25%

30%

No

. o

f R

esp

on

den

ts

Accreted Cool Drinks Both

Cool drinks consumed

Males

Females

Consumer Behaviour

TABLE NO. 6

Table showing the reasons for consuming accreted drinks

Sex ThirstQuenching

Taste Fizz Status All

Males 13 13% 1

1

11% 5 5% 1 1% 2 2%

Females 24 24% 2

0

20% 1

6

16% 4 4% 4 4%

ANALYSIS :

The above table shows that : -

Among the males:

13% prefer accreted drinks for thirst-quenching purpose.

11% prefer accreted drinks for the taste.

5% prefer accreted drinks from the fizz.

1% prefer due to the status & the rest.

2% prefer accreted drinks for all the above reasons.

Among the females:

24% prefer accreted drinks for thirst-quenching purpose.

20% prefer accreted drinks for the taste.

16% prefer accreted drinks from the fizz,

4% consumer accreted drinks for their status & the rest.

2% consumer for all the above reasons.


Consumer Behaviour

GRAPH NO. 6

Graph showing the reasons for consuming accreted drinks


13%11%

5%

1%2%

24%

20%

16%

4% 4%

0%

5%

10%

15%

20%

25%

30%

Thirsting Taste Fizz Status All

Consuming accreted drinks

No

. of

Re

sp

on

de

nts

Males

Females

Consumer Behaviour

TABLE NO. 7

Table showing the reasons for consuming Cool Drinks.

Sex ThirstQuenching

HealthDrink

TasteDrink

Others

Males 8 8% 8 8% 12

50% 2 0.8%

Females 19 19% 22

22% 28

78% - -

Total 27 27% 30

30%

40

48%

2 2%

ANALYSIS:

The table above shows that :

Among the males:

8% prefer Cool Drinks for thirst quenching purpose.

8% prefer this drink as they believe it to be health drink.

12% prefer it for the taste.

2% prefer for other reasons.

Among the females:

19% prefer the drinks for thirst quenching purpose.

22% prefer the drink for health reasons.

28% prefer it for the taste.


Consumer Behaviour

GRAPH NO. 7

Graph showing the reasons for consuming Cool Drinks.


12%

12%

75%

1%

Thirsting

Health drink

Taste drink

Others

Consumer Behaviour

TABLE NO. 8

Table showing the awareness of Coca-Cola Cool drinks

Awareness No. of respondents Percentage (%)Yes 86 86%

No 14 14%Total 100 100%

ANALYSIS :

The above table shows that :

• 86% of the respondents were aware of the Coca-Cola Cool drinks

and

• 14% of the respondents were not aware of the Coca-Cola Cool

drink.


Consumer Behaviour

GRAPH NO. 8

Graph showing the awareness of Coca-Cola Cool drinks


86%

14%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

No

. o

f R

esp

on

den

ts

Yes No

Awareness

Consumer Behaviour

TABLE NO. 9

Table showing the no. of respondents who have tasted Coca-Cola

Sex Yes Percentage

(%)

No Percentage

(%)Males 35 35% 5 5%

Females 43 43% 17 17%

Total 78 78% 22 22%

ANALYSIS:


Among the males :

35% have tasted the Coca-Cola Soft drinks &

5% have not tasted the drink.

Among the females :

43% have tasted the Cool Drink &

17% have not tasted it.


Consumer Behaviour

GRAPH NO. 9

Graph showing the no. of respondents who have tasted Coca-Cola


35%

43%

5%

17%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

No

. of

Re

sp

on

de

nts

Yes No

Factors

Males

Females

Consumer Behaviour

TABLE NO. 10

Table showing the source of awareness of Coca-Cola

Source No. of respondentsPercentage

(%)Advertisement 25 2.9

Bill boards 6 0.69

Friends 20 23

At purchase pts 40 47

Others 5 0.6

Total 86 100%

ANALYSIS:

The above table shows that media through which the consumers

came to know about Coca-Cola about :

29% came to know about Coca-Cola through advertisement

0.69% got to know through the bill boards

23% got to know through friends

47% got to know at purchase points & the rest

0.6% got to know through other reasons.


Consumer Behaviour

GRAPH NO. 10

Graph showing the source of awareness of Coca-Cola


2.90.69

23

47

0.60

5

10

15

20

25

30

35

40

45

50

No

. o

f R

esp

on

den

ts

Advertisement Friends Others

Sources

Consumer Behaviour

TABLE NO. 11

Table showing the awareness that Coca-Cola is a soft drink

Sex YesPercentage

(%)No.

Percentage

(%)Males 34 34% 6 6%

Females 52 52% 8 8%Total 86 86% 14 14%

ANALYSIS :


Among the males :

34% were aware that Coca-Cola was a soft drink

6% were not aware that Coca-Cola was soft drink.

Among the females :

52% were aware that Coca-Cola is a soft drink

8% were not aware that Coca-Cola is soft drink.


Consumer Behaviour

GRAPH NO. 11

Graph showing the awareness that Coca-Cola is a soft drink


34%

6%

52%

8%

0%

10%

20%

30%

40%

50%

60%

Yes No.

Awareness

No

. of

Res

po

nd

ents

Males

Females

Consumer Behaviour

TABLE NO. 12

Table showing the awareness of the respondents who are aware that

Coca-Cola is a Cool drink.

Factors No. ofRespondents

Respondents inPercentage (%)

Yes 9 64%

No 5 36%

Total 14 100%

ANALYSIS :

The above table shows that among the 14 respondents who were

not aware that Coca-Cola is a soft drink.

64% would prefer Coca-Cola after they got to know that Coca-

Cola was soft drink.

36% have not changed their mid about the product.


Consumer Behaviour

GRAPH NO. 12

Graph showing the awareness of the respondents who are aware that

Coca-Cola is a Cool drink.


64%

36%

Yes

No

Consumer Behaviour

TABLE NO. 13

Table showing the awareness of the quantity of the Coca-Cola Soft

drinks

Factors No. ofRespondents

Respondents inPercentage (%)

Yes 52 52%No 48 48%

Total 100 100%

ANALYSIS :

The above table shows that 52% of the respondents were aware the

quality of Coca-Cola drink 48% were not aware about the quality did not

bother to check the quality.


Consumer Behaviour

GRAPH NO. 13

Graph showing the awareness of the quantity of the Coca-Cola Soft

drinks


52%

48%

46%

47%

48%

49%

50%

51%

52%

No

. o

f R

esp

on

den

ts

Yes No

Factors

Consumer Behaviour

TABLE NO. 14

Table showing the behavior of the respondents regarding quantity.

Sex Yes Percentage

(%)

No Percentage

(%)Males 13 13% 26 26%

Females 7 7% 40 40%

Total 20 20% 66 66%

ANALYSIS :

The above table shows :

Among the males :

13% of them have stopped consuming the product because of the

quantity.

26% of them have not bothered about the quantity.

Among the females :

71% of them stopped consuming the product because of the

quantity 40% of them have not bothered about the quantity.


Consumer Behaviour

GRAPH NO. 14

Graph showing the behavior of the respondents regarding quantity.


13%

26%

7%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Yes No

Factors

No

. o

f R

esp

on

den

ts

Males

Females

Consumer Behaviour

TABLE NO. 15

Table showing the availability of the Coca-Cola Soft drink.

Factors No. respondents Percentage

(%)Yes 46 54%No 40 46%

Total 86 100%

ANALYSIS :

The above table deals with the availability of the Coca-Cola Cool

Drink :

About 54% of the respondents have said that there was no problem

with the availability of the Cool Drink.

46% of the respondent have said that the drink was not easily

available at retail out lest.


Consumer Behaviour

GRAPH No. 15

Graph showing the availability of the Coca-Cola Soft drink.


54%

46%

42%

44%

46%

48%

50%

52%

54%

No

. o

f R

es

po

nd

en

ts

Yes No

Factors

Consumer Behaviour

TABLE NO. 16

Table showing the different flavors preferred by the respondents.

Factors

Pep

si

Per

cen

tage

7UP

Per

cen

tage

Mir

and

a

Per

cen

tage

Sli

ce

Per

cen

tage

Fro

oti

Per

cen

tage

Oth

ers

Per

cen

tage

Males 6 6% 2 2% 15 15% 6 6% 12 12% 2 2%Female 16 16% 9 9% 38 38% 17 17% 17 17% 9 9%Total 22 22% 11 11% 53 53% 23 23% 29 29% 11 11%

ANALYSIS :

The above table shows that among the males:

Among the males :

2% prefer 7up 15% prefer Miranda 12% prefer Frooti and the rest 2% prefer other drinks

Among the females :

16% prefer Pepsi

9% prefer 7 up 38% prefer Miranda 17% prefer Slice 17% prefer Frooti and the rest

9% prefer others.


Consumer Behaviour

GRAPH NO. 16

Graph showing the different flavors preferred by the respondents.


6%

16%

2%

9%

15%

38%

6%

17%

12%

17%

2%

9%

0%

5%

10%

15%

20%

25%

30%

35%

40%

No

. of

Re

sp

on

de

nts

Pepsi 7UP Miranda Slice Frooti Others

Factors

Males

Female

Consumer Behaviour

TABLE NO. 17

Table showing the positioning the product.

Factors No. of respondents Percentage

(%)Yes 20 20%

No 30 30%

Total 40 40%

ANALYSIS :

The above table shows the position of the drink :

20% of the respondents have positioned this drink as a health

drink

30% of them have positioned it as a soft drink

40% of them have positioned it as both

10% have not been able to position it at all


Consumer Behaviour

GRAPH NO. 17

Graph showing the positioning the product.


40%

60%

Yes

No

Consumer Behaviour

TABLE NO. 18

Table showing the time for consumption.

Time No. of Respondents Percentage (%)Fore Noon 20 20%After Noon 40 40%

Evening 40 40%Total 100 100%

ANALYSIS :

Above table shows that out of 100 respondents, 20 % are the

forenoon consumers, 40% of them prefer in the Afternoon & remaining

40% prefer in the Evening Time.

Majority of the consumers are Afternoon & Evening time

consumers.


Consumer Behaviour

GRAPH NO. 18

Graph showing the time for consumption.


20%

40% 40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

No

. o

f R

esp

on

den

ts

Fore Noon After Noon Evening

Time

Consumer Behaviour

TABLE NO. 19

Table showing respondents desirable places for consumption

Places No. of Respondents Percentage (%)Restaurant 30 30%

Cinema Hall 12 12%College Canteen 30 30%

Parlours 12 12%At home 12 12%

In the Office 04 04%Total 100 100%

ANALYSIS :

Above table showing Out of 100 respondents 30 prefer Restaurant

type place, 12 prefer Cinema Hall, 30 prefer College Canteen, 12 prefer

Parlours, 6 are at Home and 4 in office.

Majority of the respondents are restaurant, College Canteen.


Consumer Behaviour

GRAPH NO. 19

Graph showing respondents desirable places for consumption


30%

12%

30%

12% 12%

4%

0%

5%

10%

15%

20%

25%

30%

No

. o

f R

esp

on

den

ts

Restaurant CollegeCanteen

At home

Places

Consumer Behaviour

TABLE NO. 20

Table showing the different Medias through which consumer gain

knowledge about specific brands.

Medias No. of Respondents Percentage (%)TV 56 56%

Radio 04 04%News Paper 08 08%Magazines 08 08%

Friends 20 20%Others 04 04%Total 100 100%

ANALYSIS :

Above table depicts that out of 100 respondents 56% of them gain

knowledge through TV’s, 4% of the respondents through Radios, 8%

through News Papers, 8% of them through Magazines, 20% of the

respondents through Friends and 4% of them through others.

Majority of the respondent gain Knowledge through TV’s &

Friends.


Consumer Behaviour

GRAPH NO. 20

Graph showing the different Medias through which consumer gain

knowledge about specific brands.


56%

4%

8% 8%

20%

0%

10%

20%

30%

40%

50%

60%

TV Radio News Paper Magazines Friends

Medias

No

. o

f R

es

po

nd

en

ts

Consumer Behaviour

TABLE NO. 21

Table showing the respondents classification based on the try out of

new Brands available in the Market.

New Brands No. of Respondents Percentage (%)Yes 52 52%No 48 48%

Total 100 100%

ANALYSIS :

In the above table, out of 100 respondents 52% prefer trying out

New Brands, 48% are not interested to prefer New Brands available in

the Market.

Majority of the Respondents like to try New Brands.


Consumer Behaviour

GRAPH NO. 21

Graph showing the respondents classification based on the try out of

new Brands available in the Market.


52%48% Yes

No

Consumer Behaviour

TABLE NO. 22

Table showing the respondents using the favorite alternative brand

Alternative Brand No. of Respondents Percentage (%)Yes 72 72%No 28 28%

Total 100 100%

ANALYSIS :

The above table shows that out of 100 % of the respondents, 72%

of them prefer Alternative Brand whereas 28% of the respondents do not

prefer any alternative brands.

Majority of the Respondents prefer to go for an Alternative Brand.


Consumer Behaviour

GRAPH NO. 22

Graph showing the respondents using the favorite alternative brand


72%

28%

0%

10%

20%

30%

40%

50%

60%

70%

80%

No

. o

f R

es

po

ne

nts

Yes No

Alternative brand

Consumer Behaviour

CHAPTER - V

SUMMARY OF FINDINGS & CONCLUSION

• Majority of the respondents are males.

• Majority of the respondents are in the age group of 16 to 25 years.

• Majority of the respondents are students.

• Majority of the respondents belong to Middle Class.

• Majority of the respondents are interested in consuming Cool

Drinks.

• Majority of the respondents are having fresh fruit Juice and Soft

drink.

• Majority of the respondents would like to go for a alternate brand.

• Majority of the respondents would choose Frooti as their

alternative brand.

• Majority of the respondents would like to go for new Brand.

• Majority of the respondents prefer soft drink in the Afternoon.

• Majority of the respondent prefer to have soft drinks in Restaurant,

College Canteen.

• Majority of the respondents prefer soft drinks advertisement

through the TV Media..


Consumer Behaviour

• Majority of the respondents are impressed by COKE Ads in the

TV.

• Majority of the respondents are students and private employees

(Males).

• Majority of the respondents are males and are preferring artificially

flavored cool drinks.

• Majority of the respondents are Pepsi and Fanta and are middle

class consumers.

• Majority of the respondents would like to have soft drink in the

after noon and are middle class consumers.

• Majority of the respondents are males and prefer TV media for

advertisement of cool Drinks.


Consumer Behaviour

CHAPTER - VI

RECOMMENDATIONS AND SUGGESTIONS

It can be concluded that overall response of the consumers towards

Coca-Cola drinks is satisfactory. Consumers are satisfied with the

company’s aerated drinks and its other Brands. Cool drinks are largely

preferred by the Youth’s who are in the age group of 16-25 years.

Though the consumers are satisfied with the company’s cool drinks and

its other brands, most of them prefer natural type of Fruit drinks.

Even though the company has introduced some new flavors, most

of the respondents still prefer different flavored cool drinks. So the

company should concentrate on introducing a new varieties / Flavour of

cool drinks. Though, Coca-Cola has entered the cool drinks market

recently, it is able to capture a part of the consumer market for its cool

drinks, still a major part of the market is available to cover. From the

analysis it can be concluded that most of respondents prefer bottled cool

drinks then cans.


Consumer Behaviour

SUGGESTIONS :

1. As was seen that Pepsi is most favorite brand which

determines that there is more brand loyalties in cool drinks so the

company should improve their market strategies to improve the

customer’s loyalty towards coca cola brand.

2. Market for bottled cool drinks is more rather then cans.

Hence it can be concluded that only bottled soft drinks can be

expanded.

3. The new brand with out aggressive promotional tools can

not work out in the market.

4. TV being the most popular media of mass

communications. Can be used as the most powerful tool for

promoting cool drinks. The advertisements to repeat them to create

an ever lasting impression common person, or sports persons in TV

advertisements should only be chosen as reference.

5. The company should focus on fruit drinks which are good

for health and give new reasons as to while it is better than accreted

drinks in order to attract consumers.


Consumer Behaviour

6. Point of purchase of cool drinks should be improved by

displaying attractive and striking advertisement to attract

consumers.

7. The advertisement should be improved, so as to catch the

eyes of the customer who view the ad to taste the cool drink.

8. Company should introduce many, new, other, flavoured,

fast moving cool drinks to extend these brands as well as the

product.

9. To increase sales of cool drinks the company should

introduce many complimentary like sticker, tattoos and other free

small gifts to children’s, gifts to adult etc.,

10. As the company’s major competitor is PEPSI, the company

should compete with PEPSI’s market.

11. It is welcome for the company to go for healthy

competition.

12. If the company gives attention in changing the caption

once in a while it will be better.


Consumer Behaviour

13. It is welcome for the company to increase its sponsorship

so as to increase the sales and to inspire the people towards its

brands.

APPENDICES AND ANNEXURE

QUESTIONNNARIE :

“A STUDY OF CONSUMERS BEHAVIOUR TOWARDS

COCA-COLA SOFT DRINKS”.

Dear Sir/Madam,

I, ANANDA. P. the management student of Government First

Grade College. K.G.F. conducting a study on consumer behavior towards

Coca-Cola soft drinks. I will be grateful to you, if you would kindly

spare some time to answer my queries, your answers would be kept

confidential.

Thanking you,

ANANDA. P.

1. Name of the Respondent

:______________________________


Consumer Behaviour

2. Address :

______________________________

______________________________

3. Gender :

a) Male [ ] b) Female [ ]

4. Age :

a) 5-10 years [ ] b) 11-15 years [ ]

c) 16-20 years [ ] d) 21-25 years [ ]

e) 26 years and above [ ]

5. Income Category :

a) Less than 5000 [ ] b) 5000-10000 [ ]

c) 10000 and above [ ]

6. Occupation :

a) Student [ ] b) Professional [ ]

c) Govt. Employee [ ] d) Private Employee [ ]

7. Do you drink Soft drink :

a) Yes [ ] b) No [ ]

8. What kind of Cool Drinks you prefer :


Consumer Behaviour

a) Thirst Quenching [ ] b) Health Drink [ ]

c) Taste Drink [ ] d) Others [ ]

9. How do you choose a cool drinks :

a) Aerated [ ] b) Non- Aerated [ ]

10. Are you aware of Coca Cola?

a) Yes [ ] b) No [ ]

11. Have you Tasted Coca Cola.

a) Yes [ ] b) No [ ]

12. What are the source of Awareness of Coca Cola :

a) Advertisement [ ] b) Bill Boards [ ]

c) Friends [ ] d) At Purchase points [ ]

e) Others [ ]

13. Are you aware of Quantity of Coca Cola.

a) Yes [ ] b) No [ ]

14. Which soft Drinks have you heard of :

a) Pepsi [ ] b) 7 UP [ ]

c) Miranda [ ] d) Slice [ ]


Consumer Behaviour

e) Frooti [ ] f) Others [ ]

15. What time of the day would you prefer to have cool drinks?

a) Fore Noon [ ] b) After Noon [ ]

c) Evening [ ]

16. Where would you like to have it:-

a) Restaurant [ ] b) Cinema Hall [ ]

c) College Canteen [ ] d) Parlor [ ]

e) At Home [ ] f) In the Office [ ]

17. In which media you have come to know about this specific

Brand.

a) TV [ ] b) Radio [ ]

c) News Paper [ ] d) Magazines [ ]

e) Friends [ ] f) Others [ ]

18. If your favorite Brand is not available would you like to go

for an alternate Brand?

a) Yes [ ] b) No [ ]


Consumer Behaviour

19. Which alternative Brand would you buy

__________________

20. Would you like to try out a new Brand in Market

a) Yes [ ] b) No [ ]


Consumer Behaviour

BIBLOGRAPHY

Text books :

1. J.C GANDHI, MARKETING- A MANAGERIAL

INTRODUCTION NES DELHI: TATA MC GRAW-HILL

PUBLISH CO. LTD 1993.

2. PHILIP KOTLER, MARKETING MANAGEMENT

9TH EDITION, New Delhi: PERTICE HALL OF INDIA 1997.

3. WILLIAN STATION AND CHARLES ETZEL ANS BRUCE

J.W ALTER, FUNDAMENTALS OF MARKETING,

USA: MC GRAW HILL CO 1994

4. “CONSUMER BEHAVIOUR” by Suja.R.Nair

5. “CONSUMER BEHAVIOUR” by Schiffman and Kanuk

Websites :

1. www.cococola.com

2. www.india.coke.com


http://www.india.coke.com/

http://www.cococola.com/

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