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RESEARCH SYNOPSIS

On

A COMPARATIVE STUDY OF CUSTOMER SATISFACTION BY SOFT DRINKS

(A CASE STUDY ON PEPSI AND COCA COLA.)

A dissertation Report submitted to

Malwa institute of science and technology Indore

Supervised By: - Submitted by:-

Shantanu Verma Sandeep jaiswal

Faculty MBA IV Sem

MIST Operation management and marketing

Indore (M.P) Roll No. 09155376


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ACKNOWLEDGEMENT

Gratitude is the hardest of all emotions to express. There is no word capable

of conveying all that one feels until we reach the world where thoughts can be

adequately expressed in words ,Thank you will have to do.

It is a great pleasure for me to put on records my appreciation and gratitude

towards Sandeep jaiswal(Student,MIST) for his valuable support and suggestions

for the improvement and editing of this project report.

I would also like to thank to Mr Shantanu verma(Facultyof MIST) for his

guidance and moral support in my academic persuasion and providing insight to

this topic.

Last but not least; I would like to thank all my friends for their valuable

support during the project directly and indirectly.

Sandeep Jaiswal


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Table of contents

Acknowledgement.

Table of contents.

Preface.

Introduction.

Objectives.

Review literature Rationale.

Research methodology.

Analysis and interpretation of Data.

Suggestion and Conclusion.

Bibliography.


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PREFACE

Soft drink includes all types of non alcoholic

carbonate flavored or otherwise sweetened beverages. Soft drinks are mostly

packaged in 200 ml, 300 ml, 500 ml, 1000 ml, 1500 ml, and 2000 ml and comes in

a variety of flavors. It also comes in glass as well as in plastic bottles.5ince so

many changes and transformations are undergoing ever changing consumer

demands, Govt. Policies and innovative packaging. Then industries are much

emphasizing advertising to increase its sales.

With the introduction of fruit pulp based soft drinks, packaged in cardboard

cartoons known as "TERRAPACK" has been introduced in the market. The bottled

soft drink market has undergone a marginal decreases in demand After 1994 the

eminent re-entry of coca-cola in Indian soft drink Industry it is heading for two

giants war to capture the market. It has introduced various sharp and efficient tools

say tour packages, prizes gift other avenues to enhance social status and satisfying

personal egos also.


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INTRODUCTION

Market provides a key to gain actualsuccess only to those brands which match best to the current

environment i.e." imperative" which can be delivered what are the

people needs and they are ready to buy at the right time without any

delay. It is perfectly true but this also depends on availability of good

quality products and excellent taste and services which further attract

and add a golden opportunity for huge sales.

This also depends on the good planning approach and provide ample

opportunity plus sufficient amount of products for sales in the comingnext financial year.

This survey report introduces study of consumers preferences for

COCA COLA. After going through a detail analysis of market behavior

and future prospect, t may also provide an opportunity to COCA COLA

to frame a good future plan to satisfy maximum needs of the customers

and established its guiding role in the market of Delhi, Ghaziabad, city

in particular and throughout the country as a whole. The study report

will also provide an opportunity to delineate its market potential

business areas, products & services are to be offered by the company to

the customers.

This study report also provides the various factors affecting the services.

Marketing Division of COCA COLA has to keep in mind various factors

specially while preparing a plan for marketing its product or services.

Detail description along with analysis of surveyed data is being

presented in this report


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OBJECTIVES

1. To study of perception of product/brand.

2. Study on buying decision.

3. Study on performance on sales.

4. Study on purchase criteria.

5. Study on customer behavior.

6. To study the preference of soft drinks by consumer.

7. To study the company adopts the marketing strategies to satisfy the

customer.


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REVIEW LITERATURE

1-A study of factors responsible for brand preference infmcg sector

The purpose of this paper is the study of factors responsiblefor brand preference in fmcg products, increasing competition, more due to globalization, is

motivating many companies to base their strategies almost entirely on building brands. Brand

preference means to compare the different brands and opt for the most preferred brand. This brand

preference is influenced by various factors.

According to this study many factors were find out for preferring a brand like

Brand persona

Brand constancy

Brand loftiness

Brand value.

In the identification of factors affecting the brand preference, it was concluded that brandpersona 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 can be said that consumer prefer

any brand by looking at the external attributes of a brand.

2-Colour and flavour rule consumer preferences: StudyThe intensity of colour and the flavor are the

key drivers behind consumer acceptance of beverages, says a new study involvingDANONE. But packaging and labeling are not as important for winning over consumers,

according to findings published in the journal Food Quality and Preference, The studyinvolved consumers at different stages of development and highlights the importance ofadopting a sensory marketing approach, said the researchers from French research

organization Adrian, the University of Rennes 1, DANONE R&D, and Institute PaulBocuse.

Companies need to continuously innovate to maintain market leadership, wrote the researchers.

When the market is overloaded the challenge consists in creating innovative products able to attract

and satisfy consumers. This experiment showed the feasibility of the proposed multi-sensory

design method based on mixed qualitative and quantitative approaches. The study also

demonstrates the importance of flavor and colour selection for new products.

The global flavors market was been valued at some US$18bn in 2006 (Business Insights).Meanwhile, the value of the international colorings market was estimated at around $1.15bn in 2007

(731m), up 2.5 per cent from $1.07bn (680m) in 2004, according to Leatherhead Food International

(LFI). Natural colours now make up 31 per cent of the colorings market, compared with 40 per cent

for synthetics, according to LFI.


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Bombarding the sense.By choosing to formulate a new beverage, the researchers

noted that the new product

would need to be differentiated by improving the sensory characteristics.Four factors were identified for the formulation: four colour intensities), three flavourings, two label

types (soft versus hard), and two pack sizes (standard versus oversize). By using both quantitative

(hedonic testing) and qualitative (focus groups) approaches, the researchers found that the main

factors which drive consumer preference for this concept 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 account by the consumer to a lesser extend, they added.

This methodology of a qualitative screening associated to a conjoint analysis on relevant sensory

attributes has shown good performances to fit consumers expectation: it has now to be reproduced,

as every brand, concept and product is a unique combination designed for a specific consumer

group, concluded the researchers

3- Taste or health: A study on consumer acceptance ofcola drinks

This study examined the relative contributions of taste and health

considerations on consumer liking and purchase intent of cola drinks. Eight types of commercial cola

drinks were evaluated by 305 adult consumers who also completed a brief questionnaire on food

habits. Data were analyzed using factor analysis. Results revealed that purchase intent of cola

drinks was strongly related to degree of liking and to several key sensory attributes including

saltiness, drinks flavor and greasiness. These variables emerged as the first factor in the analysis,

suggesting that consumers perceive these characteristics as being most important in their choice of

cola drinks. Factor 2 described a health dimension and was related to respondents' attitudes toward

fat 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 current

concern about reducing dietary fat, health remains secondary to taste in the selection of cola drinks

for consumers in this population.

4.PAIRED PREFERENCE TESTS USING PLACEBO PAIRS AND

DIFFERENT RESPONSE OPTIONS FOR Cola Drinks.

RATIONAL

To determine the factor influence the consumer decision while buying soft drink and the factorwhich increase their buying desire.


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RESEARCH METODOLOGY

SAMPLE PLAN

1. CONVENIENCE SAMPLING TECHNIQUE:-

Convenience sampling is used in exploratory research where theresearcher is interested in getting an inexpensive approximation of the the truth .as the name

implies the sample is selected because they are convenience.

2. SELECTION OF SAMPLE SIZE:-

For the study a sample size of 80 has been taken into consideration.

3. SOURCE OF DATA COLLECTION:-

Research will be an two source1. Primary date

2. Secondary data

PRIMARY DATA

Questionnaire, primary data was collected by preparing questionnaire and the people.Where randomly being requested of filed them.

SECONDERY DATA

Secondary data will consist of different literature like books which are published,

articles, internet and website.


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ANALYSIS AND INTERPRETATION OF DATA:-

Analysis and interpretation of

data will be based on actual research work in second

phase of Major research Project.


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SUGGESTIONS AND CONCLUSION:-

This is also based on actual

research work in second phase of Major research Project.


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BIBLIOGRAPHY:-

Name of the books used for the reference and their authors.

1). Kotler, Philip, Marketing Management, Delhi, Pearson Education Pvt. Ltd., 2004

2). Kothari, C.R., Research Methodology, New Delhi, Wishwa Prakashan Pvt. Ltd., 2003

Websites Referred

http://www.coca-cola.comhttp://www.pepsicoindia.com

Search Engine -http://www.google.com
http://www.pepsico.com/http://www.pepsicoindia.com/http://www.google.com/http://www.pepsico.com/http://www.pepsicoindia.com/http://www.google.com/

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