Customer Perception Towards Branded Carbonated Drinks

STUDY OF CUSTOMER BEHAVIOR AND ATTITUDE TOWARDS BRANDED change DRINKS Submitted by Hari Baboo CHAPTER 1 INTRODUCTION Bever while Industry in India A Brief Insight In India, beverages form an all in all- weighty(a) part of the lives of masses. It is an intentness, in which the players constantly innovate, in order to come up with better products to influence forward more consumers and satisfy the existing consumers. FIGURE 1 BEVERAGE INDUSTRY IN INDIA The beverage industry is vast and there various ways of segmenting it, so as to cater the right product to the right person.The different ways of segmenting it atomic number 18 as follows * Alcoholic, non-alcoholic and sports beverages * Natural and Synthetic beverages * In-home consumption and out of home on premises consumption. * be on wise segmentation i. e. beverages for kids, for adults and for senior citizens * Segmentation based on the amount of consumption i. e. high levels of consumption and low levels of consumption. If the behavioral patterns of consumers in India argon closely noniced, it could be feted that consumers perceive beverages in twain different ways i. e. everages ar a luxury and that beverages bring in to be consumed occasionally. These devil perceptions argon the biggest challenges faced by the beverage industry. In order to leverage the beverage industry, it is important to address this issue so as to encourage regular(a) consumption as well as and to make the industry more affordable. Four strong strategic elements to increase consumption of the products of the beverage industry in India argon * The quality and the consistency of beverages needs to be enhanced so that consumers are satisfied and they enjoy consuming beverages. The credibility and trust needs to be built so that there is a very strong and safe feeling that the consumers have while consuming the beverages. * Consumer education is a must to bring out benefits of beverage consumption whether in terms of heal th, taste perception, relaxation, stimulation, refreshment, well- universe or prestige relevant to the category. * Communication should be relevant and trendy so that consumers are able to find an appeal to go out, grease ones palms and consume. The beverage securities industry has still to achieve greater penetration and also a wider spread of distribution.It is important to get a line at the entire beverage market, as a big opportunity, for send and sales growth in turn to add up to the boilersuit growth of the food and beverage industry in the economy. The Carbonated Drinks Industry In India A Perspective The Rs. 17000 crore market of change plights industry in India looked real bad just after the Pesticide contr everyplacesy last year. But slightly cool promotions and quick reactions by cola companies have handled the crisis satisfactorily.The controversy has thought the industry few lesson or so and in the process consumer and the economy also benefited. Colas, contrib uting more than 50 per cent to fizzy draw sales, saw a huge slide after the pesticide controversy, but are believed to be making a come back. Thanks to increased publicizing spends which is over 20 per cent higher than last year. There is both(prenominal) good news on the non-cola segment. The lime and lemon segments with pocks analogous sprite and 7up have registered a 30 to 40 per cent growth, although on a smaller base. Nevertheless, the battle between two cola giants, Coke & Pepsi, did not go any(prenominal) slow. Rather it has become fiercer. They are now fighting each other even at the local level. That too the trend is as old as start of this millennium. The present scenario of the carbonate bedevils market is behaving the way it has all to do with a duopoly situation. A duopoly is a competitive situation where there are two competitors, normally of roughly extend to size. Although in all(prenominal) place they have local competitors and there is a huge unorganized flavoured water market.Yet again, packaged water is also a competitor to the cola brands and in this category neither of the two cola companies are market leaders. However, as far as the carbonated drinks are concerned there are only two brands, Coke and Pepsi. Therefore, we can safely say that this condition does qualify to be a near duopoly situation and thusly there is such intense competition. Unless, the two parties in a duopoly collaborate with each other, which is certainly not the case in the cola market cosmopolitan or in India, this battle is not going to slow d take even a bit Rather, it would grow stronger with every passing day.In a situation like this it is very interesting to observe marketing strategies in general and Product & Pricing strategies in specific of the players, merely because the action of matchless player is bound to invite similar reaction from the other. As if, the third law of Newton, that ? every action has an equal and opposite reaction? , can t fit better in any other situation In a duopoly like situation, as far as cola industry in India is concerned, it can be said that it is foolish to cut costs unless, one of the two parties has a more lower cost base. But that is not the case in India.In fact, both the companies, Coke and Pepsi, invest heavily in advertising and in distribution through their franchise as well as their own systems. However, a great deal of attention is paid by both companies to cost, particularly in the development of a tightly effective supply orbit system in which economies are squeezed out and, wherever possible both overheads and working capital are controlled. Therefore, it is extremely difficult to for both the parties to play with the prices. Rather, it is waiter-productive exercise, as when prices are reduced in a particular area by one of the cola brands, the second must follow.If we look into the history of pricing of these two particular players of the carbonated drinks industry, we wi ll see that the first major initiative in the price front took place some years ago when the brand Coca-Cola came back to India. At that point of time colas were help oneselfable only in two hundred ml nursing bottles. Coca-Cola, in its come back trail, broke the tradition by launching Cola in the 300 ml size bottles but at the same price as Pepsi, which was then in a two hundred ml bottle. With this strategy, Coke expected to gain advantage in the market especially in India, which is traditionally a highly price new market.However, Pepsi, as being a fierce competitor was prepared for it and soon launched its colas in the 300 ml sizes. Thereby, in India, it was the 300 ml bottle which became the prototype in most parts of the calculationry, making the price a parity issue between the two brands. Then, a few years ago, one liter and 1. 5 litre non-returnable deary bottles at a discount in comparison to, a 300 ml returnable glass bottle, the traditional promotion in this pr oduct category, was launched by Pepsi. It was a successful move resulting in significant increase in the consumption level especially amongst the loyal consumers in the urban areas.And part of the rule of the game, Coke followed Pepsi in the above move in order to reduce the cost per glass to the consumer. Then came the days of a 500 ml non-returnable PET bottle which was advertised almost totally on the cost of the consumer per 100 ml of cola Nevertheless, the great advantage that the PET bottles provided is that they have increased home consumption level which was not of much significance compared to out of home consumption till then. And in very young times the Coke did a u-turn that is price cuts. The latest move of reducing price to the consumer is the very opposite of what has been happening to-date.It has now re-launched a 200 ml bottle at a unit price of approximately 2/3rd of the 300 ml price, thus making retail purchase look cheaper. This strategy was meant to fight consu mption pattern of smaller towns and rural areas where two state share a 300 ml bottle. Importantly, by making the bottle smaller it has only reduced unit price without affecting the trade margin. It has been reported that Pepsi has been cutting the price of its 300 ml bottle in some places, until an inventory of 200 ml bottles was built, as an answer to the Cokes strike.However, this act of Pepsi might boomerang as there is a strong hazard of having some negative effect on the supply chain and other inventory cost in the long run. Competitive Arena The soft drink market all over the world has been witnessing a neck to neck battle between the two major players, Coca-Cola and Pepsi since the very beginning. The thirst quenchers are attempt hard to have the major chunk of the pie of carbonated soft drink 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 sce ne in most of the soft drink markets in the world and enjoying leadership in terms of market share. But the Coca-Cola people are finding it hard to keep away Pepsi, which has been narrowing the gaps regularly. The two are posing threats to each other in every nook and corner of the world. While Coca-Cola has been earning most of its bread and butter through beverage sales, Pepsi has a multi products portfolio with some portion from the same business. Aims/ObjectiveIn this query we are making an attempt to study which carbonated drink is pickred by consumers somewhat Manipal, and do they take into account factors such as price, brand, taste etc while purchasing a carbonated drink. * Consumer perception towards Carbonated drinks. * To understand buying behavior of consumers. * To recommend for future course of action. CHAPTER 2RESEARCH shape Research Design Descriptive research- also known as statistical research, describes info and characteristics about the universe. Descriptive research answers the questions who, what, where, when and how.COLLECTION 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 articles, magazines, newspaper research reports and internet. 3. sampling Stratified sampling technique will be considered. A sample size of 200 consumers will be selected from Manipal to study. The process of pigeonholinging members of the population into comparatively homogeneous subgroups before sampling. Proportionate allocation uses a sampling fraction in each of the strata that is proportional to that of the total population.If the population consists of 60% in the potent stratum and 40% in the fe male stratum, then the relative size of the two samples (three males, two feminines) should reflect this proportion. SAMPLE SIZE This refers to the number of element to be selected from the universe to contribute a sample. The sample sh ould be optimum i. e. it should fulfill all the requirement of efficiency, respectiveness, reliability and flexibility pertaining to the research conducted. It is generally denoted by n. It can be cypher using the formula- n = z / e? in case of Infinite population.Where, n=sample size ?= well-worn deviation e=error Many a times, the standard deviation of population is not known and sample is not yet taken, rough approximate of the population will given by, Range of Population Distribution 6 Here range is the difference between highest and lowest score. In this case, range = 5-1 =4 Therefore standard deviation, For 95% confidence level, from normal distribution circuit card, z=1. 96 Error, e=0. 1 Substituting these values in the above equivalence , we get, n= (1. 96 0. 67? )/(0. 1? ) Sample size, n=172. 44 Taking sample size as 200.Random sampling is undertaken for selecting sample from the population SAMPLING ERROR In any study involving the sampling process, there would norma lly be a certain amount of inaccuracy in the data poised. This inaccuracy is termed as Sampling Error. In other words, sampling errors are those errors which arise on account of sampling. Limitations of the Study 1. Some of the respondents refused to fill the questionnaires. 2. The responses may vary as some people did not want to come up with real answers. 3. The people were busy in their own work so they might not have given actual responses. . Limitation of time. 5. The survey is conducted only in few areas of Manipal hence the results may vary in other parts of the cities. 6. modal valuest sample size. 7. And like any other research the limitation of personal bias of respondents limits the scope of the study. 8. The findings are based on the survey conducted in the month of feb the results may vary in other months. CHAPTER 3. DATA REPRESENTATION AND ANALYSIS 3. 1 DEMOGRAPHIC FACTOR Gender of respondents frequence table GENDER Frequency share Valid percentage Cumulative Pe rcent Valid male 106 53. 53. 0 53. 0 female 94 47. 0 47. 0 100. 0 inwardness 200 100. 0 100. 0 Inference The above pie chart depicts the distribution of the total sample that we had undertaken in our study. We observe here that most of the respondents are male than female. Male respondents are 106 out of 200 respondents whereas females are 94 out of 200. epoch of respondents Frequency table AGE Frequency Percent Valid Percent Cumulative Percent Valid 0-15 68 34. 0 34. 0 34. 0 16-25 56 28. 0 28. 0 62. 0 26-35 44 22. 0 22. 0 84. 0 36-45 26 13. 13. 0 97. 0 46-70 6 3. 0 3. 0 100. 0 sum of money 200 100. 0 100. 0 As per respondents, age group of 0-15 people with the frequency of 68 out of 200, 16-25 group people are around 56 , 26-35 are 44 people , 36-45 are 26 people respectively. 3. 2 PROFESSIONAL FACTOR Frequency table WORK Frequency Percent Valid Percent Cumulative Percent Valid pro 26 13 13 13 businessman 18 9 9 22 service 52 26 26 48 learner 98 49 49 97 others 6 3 3 100 Total 200 100 100 InferenceAs per respondents the student respondent are 98 out of200while service people were around 52 out of 200 ,professional people are around 26 ,businessman people are around 18 whereas 6 of them are in others category. 3. 3 CARBONATED DRINKS Frequency table COLA Frequency Percent Valid Percent Cumulative Percent Valid coca cola 36 18. 0 18. 0 18. 0 pepsi 34 17. 0 17. 0 35. 0 thumbs up 52 26. 0 26. 0 61. 0 7up 24 12. 0 12. 0 73. 0 sprite 22 11. 0 11. 0 84. 0 mazza 16 8. 0 8. 0 92. 0 fanta 16 8. 0 8. 0 100. 0 Total 200 100. 0 100. 0 As per respondents, 52 people out of 200 likes thumbs up, while people loves to drink coca cola , pepsi, 7up, mazza, fanta 36,34,24,22,16,16 respectively Gender vs. age GENDER * AGE rag tabulation AGE Total 0-15 16-25 26-35 36-45 46-70 GENDER male play 34 30 25 14 3 106 evaluate enumeration 36. 04 29. 68 23. 32 13. 78 3. 18 106 female believe 34 26 19 12 3 94 evaluate Count 31. 96 26. 32 20. 68 12. 22 2. 82 94 Total Count 68 56 44 26 6 200 expect Count 68 56 44 26 6 200 From the respondents, in the age group of 0-15 have 34 males and females respondent respectively. While 16-25 age group have 30 males and 26 females respondent respectively. While 26-35 age group have 30 males and 26 females respondent respectively. Because they are major consumers of branded carbonated drinkers Gender vs. Occupation GENDER * WORK Cross tabulation WORK Total professional businessman service student others GENDER male Count 20 12 23 47 4 106 Expected Count 13. 78 9. 54 27. 56 51. 94 3. 8 106 female Count 6 6 29 51 2 94 Expected Count 12. 22 8. 46 24. 44 46. 06 2. 82 94 Total Count 26 18 52 98 6 200 Expected Count 26 18 52 98 6 200 As per respondents, male generally who respondent are majorly students and in female also major respondent were student only. While service people are only 23 as male and 29 as female respondent , professional count is 20 in male and 6 at female. In businessman category 12 are male respondent while 6 of them are female. Gender vs. favor branded carbonated drinks GENDER * COLA Cross tabulation COLA Total coca cola pepsi thumbs up 7up sprite mazza fanta GENDER Male Count 21 22 31 12 8 5 7 106 Expected Count 19. 08 18. 02 27. 56 12. 72 11. 66 8. 48 8. 48 106 female Count 15 12 21 12 14 11 9 94 Expected Count 16. 92 15. 98 24. 44 11. 28 10. 34 7. 52 7. 52 94 Total Count 36 34 52 24 22 16 16 200 Expected Count 36 34 52 24 22 16 16 200 As per respondent male person like thumbs up are around 31 persons while 21 and 22 people like coca cola and Pepsi respectively.In7up category 12 male respondent and in sprite, mazza, fanta 8,5,7 respectively are there. And in female person like thumbs up are around 21 persons while 15 and 12 people like coca cola and Pepsi respectively. In7up category 12 female respondent and in sprite, mazza, fanta 14,11,9 respectively are there. Gender vs. Effect of advertisement GENDER * ATTRACT Cross tabulation ATTRACT Total creativity Effect of brand ambassador idea frequency logical GENDER male Count 29 25 14 28 10 106 Expected Count 25. 4 26. 5 11. 66 26. 5 15. 9 106 female Count 19 25 8 22 20 94 Expected Count 22. 56 23. 5 10. 34 23. 5 14. 1 94 Total Count 48 50 22 50 30 200 Expected Count 48 50 22 50 30 200 As per respondents, advertisement is mode of marketing where frequency of ads, creativity and effect of brand ambassador for male respondent are 28,29and 25 respectively. While in female has effect of brand ambassador, frequency of ads and logic of ads are 25, 22 and 19 respectively. Age vs. Preferred branded carbonated drinksAGE * COLA Cross tabulation COLA Total coca cola Pepsi thumbs up 7up sprite mazza fanta AGE 0-15 Count 13 12 15 13 5 5 5 68 Expected Count 12. 24 11. 56 17. 68 8. 16 7. 48 5. 44 5. 44 68 16-25 Count 8 11 9 8 7 7 6 56 Expected Count 10. 08 9. 52 14. 56 6. 72 6. 16 4. 48 4. 48 56 26-35 Count 11 7 15 2 5 1 3 44 Expected Count 7. 92 7. 48 11. 44 5. 28 4. 84 3. 52 3. 52 44 36-45 Count 4 3 12 0 4 2 1 26 Expected Count 4. 8 4. 42 6. 76 3. 12 2. 86 2. 08 2. 08 26 46-70 Count 0 1 1 1 1 1 1 6 Expected Count 1. 08 1. 02 1. 56 0. 72 0. 66 0. 48 0. 48 6 Total Count 36 34 52 24 22 16 16 200 Expected Count 36 34 52 24 22 16 16 200 As per respondents, 0-15 age group does show that much of variation and as same at other age groups. While the age group of 16-25 show much variation than 46-70 age group people. Age vs. Reason of purchase AGE * LIKE Cross tabulation LIKE Total brand name taste easy avail packaging price Effect of brand ambassador others AGE 0-15 Count 16 16 9 10 11 6 0 68 Expected Count 13. 6 17 10. 88 6. 8 13. 6 5. 44 0. 68 68 16-25 Count 9 14 9 4 15 3 2 56 Expected Count 11. 2 14 8. 96 5. 6 11. 2 4. 48 0. 56 56 26-35 Count 10 8 11 2 10 3 0 44 Expected Count 8. 8 11 7. 04 4 . 4 8. 8 3. 52 0. 44 44 36-45 Count 5 8 2 4 4 3 0 26 Expected Count 5. 2 6. 5 4. 16 2. 6 5. 2 2. 08 0. 26 26 46-70 Count 0 4 1 0 0 1 0 6 Expected Count 1. 2 1. 5 0. 96 0. 6 1. 2 0. 48 0. 06 6 Total Count 40 50 32 20 40 16 2 200 Expected Count 40 50 32 20 40 16 2 200 As per respondent, 0-15 age groups reasons for purchases of branded carbonated drinks are basically on brand name and taste. While age group 16-25 group people think price and brand name is the important factor in pick of drink. former(a) age group thinks taste as one of the factor and as well as brand name, prices are important factor. Null hypothesis ho Is taste dependent on the plectrum of branded carbonated drinks?The results are as shown below with the help of table and graphical representation. COLA * TASTE Cross tabulation TASTE Total very important important not important not at all important COLA coca cola Count 5 19 7 5 36 Expected Count 8. 1 17. 6 7. 7 2. 5 36. 0 Pepsi Count 15 8 9 2 34 Exp ected Count 7. 7 16. 7 7. 3 2. 4 34. 0 thumbs up Count 5 33 10 4 52 Expected Count 11. 7 25. 5 11. 2 3. 6 52. 0 7up Count 9 8 6 1 24 Expected Count 5. 4 11. 8 5. 2 1. 7 24. 0 Sprite Count 5 13 4 0 22 Expected Count 5. 0 10. 8 4. 7 1. 5 22. 0 Mazza Count 3 8 5 0 16 Expected Count 3. 6 7. 8 3. 4 1. 1 16. 0 Fanta Count 3 9 2 2 16 Expected Count 3. 6 7. 8 3. 4 1. 1 16. 0 Total Count 45 98 43 14 200 Expected Count 45. 0 98. 0 43. 0 14. 0 200. 0 We can observe here that the respondents takes as taste as important in excerption of carbonated drinks. As taste is one of factor which influence in the selection of carbonated drinks Chi-Square Test Value df Asymp. Sig. (2-sided) Pearson Chi-Square 31. 655(a) 18 . 024Likelihood Ratio 33. 984 18 . 013 N of Valid Cases 200 a 13 cells (46. 4%) have expected count less than 5. The minimum expected count is 1. 12. INTERPRETATION Since the calculated value 0. 024 is less than 0. 05, we reject the null hypothesis and conclude maxim that the taste is dependent on the selection of carbonated drinks. Null hypothesis ho Are carbonated drinks only popular among the youth? AGE * COLA Cross tabulation Count COLA Total coca cola pepsi thumbs up 7up sprite mazza fanta AGE 0-15 13 12 15 13 5 5 5 68 16-25 8 11 9 8 7 7 6 56 26-35 11 7 15 2 5 1 3 44 36-45 4 3 12 0 4 2 1 26 46-70 0 1 1 1 1 1 1 6 Total 36 34 52 24 22 16 16 200 As per respondents, age group 0-15 are 68 respondent where they like coca cola, Pepsi, thumbs up,7up 13,12,15,13 respectively. Age group 16-25 are 56 respondent where they like coca cola, Pepsi, thumbs up,7up 8,11,9,8 respectively. Age group 26-35 are 44 respondent where they like coca cola, Pepsi, thumbs up,7up 11,7,15,2 respectively. We can observe here that the respondents age factor affect importantly in selection of carbonated drinks.As taste is one of factor which influence in the selection of carbonated drinks Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 27. 016(a) 2 4 . 304 Likelihood Ratio 31. 222 24 . 147 N of Valid Cases 200 a 18 cells (51. 4%) have expected count less than 5. The minimum expected count is . 48 . INTERPRETATION Since the calculated value 0. 304 is higher than 0. 05, we accept the null hypothesis and conclude saying that the age is mutually beneficial on the selection of carbonated drinks. So, carbonated drinks are popular among the youth.Null hypothesis HO Is advertisement a major factor in the selection of the brand of carbonated drinks? COLA * LIKE Cross tabulation Count LIKE Total brand name taste easy avail packaging price Effect of brand ambassador others COLA coca cola 11 7 4 3 9 1 1 36 pepsi 7 10 3 3 8 3 0 34 thumbs up 10 11 9 4 13 5 0 52 7up 5 9 5 3 1 1 0 24 sprite 1 6 6 4 2 2 1 22 mazza 3 4 4 2 2 1 0 16 fanta 3 3 1 1 5 3 0 16Total 40 50 32 20 40 16 2 200 We can observe here that the respondents advertisement affects importantly in selection of carbonated drinks. As advertisement is one of factor which influence in the selection of carbonated drinks Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 32. 104(a) 36 . 654 Likelihood Ratio 33. 992 36 . 564 N of Valid Cases 200 a 34 cells (69. 4%) have expected count less than 5. The minimum expected count is . 16. INTERPRETATION Since the calculated value 0. 654 is higher than 0. 5, we accept the null hypothesis and conclude saying that the advertisements are interdependent on the selection of carbonated drinks. So, advertisement affects in the selection of branded carbonated drinks. Null hypothesis HO Does occupation has a role in selecting the Carbonated drink? WORK * COLA Cross tabulation Count COLA Total coca cola pepsi thumbs up 7up sprite mazza fanta WORK passkey 5 4 7 2 3 2 3 26 Businessman 6 12 0 0 0 0 0 18 Service 11 8 14 14 4 1 0 52 Student 14 9 30 7 14 12 12 98 Others 0 1 1 1 1 1 1 6 Total 36 34 52 24 22 16 16 200 As per respondent, 30 student selec t thumbs up as their favorite drink , in businessman category nobody likes other drink rather than coke and pepsi. While in other occupation doesnt have any definite favorite drinks. Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 73. 241(a) 24 . 000 Likelihood Ratio 77. 160 24 . 000 N of Valid Cases 200 a 22 cells (62. 9%) have expected count less than 5. The minimum expected count is . 48.INTERPRETATION Since the calculated value 0. 000 is lower than 0. 05, we reject the null hypothesis and conclude saying that the occupation are dependent on the selection of carbonated drinks. So, occupation does not affect in the selection of branded carbonated drinks. CHAPTER 4 FINDINGS AND result Findings 1. Maximum number of people surveyed is below 15 years because they are major consumers. 2. Out of 200 people 13%are professionals, 9% are businessman, 26% are serviceman, and 49% are students. 3. Out of 200 respondents, 97% of consumers buy cold drinks and only 3% of t hem do not buy. 4. 9% respondents like coke, 18% prefer Pepsi, 12% 7up, 11 % of them prefer Sprite, 9% Fanta, and 23% prefer Thumbs-up. 5. 25% people purchase cold drinks because of taste, 20% people purchase cold drinks because of brand name, 20% people purchase cold drinks because of packaging, 15% people purchase cold drinks because of price, 11% people purchase cold drinks because of brand ambassador, 8% people purchase cold drinks because of easy availability & 1% people purchase cold drinks because of any other reason. 6. Out of 200 consumers 98% have seen the advertisement and only 2% have not seen the advertisement of any brands. 7. 3% people call up the advertisement of coke, 23% people remember the advertisement of Pepsi, 1% people remember the advertisement of 7up, 6% people remember the advertisement of sprite, 4% people remember the advertisement of Fanta, and 23% people remember the advertisement of Thumbs-up. 8. 24% people remember the advertisement because of creat ivity, 25% people remember the advertisement because of brand ambassador, 11% people remember the advertisement because of their idea of delivering the message, 25% people remember the advertisement because of frequency of ads, and 15% people remember the advertisement because of logical reason.Conclusion From the analysis of the data collected and from the experiences we have reached the following conclusions * COKE is most popular amongst its users mainly because of its TASTE, BRAND NAME. Thus it should focus on good taste so that it can fetch the major part of the market. But most of the consumers prefer THUMSUP as their 1st preference, then COKE. * We come to the conclusion that visibility affects the sales of project in a very special way. And in terms of the advertisements lays is lacking behind mostly consumers remember the advertisement because of the frequency of add and brand ambassadors, creativity. After acquiring a new customer, there is lot of importance of its retent ion also. This can be done only by providing extra flavors and good taste. * In todays scenario, customer is the king because he has got various choices around him. If you are not capable of providing him the desired result he will definitely switch over to the other provider. Therefore to survive in this cutthroat competition, you need to be the best. Customer is no more loyal in todays scenario, so you need to be always on your toes.We feel that there is cut-throat competition between COKE,PEPSI,THUMSUP so to be on top of mind of the customers they need to do something outstanding every time. CHAPTER 5ANNEXURE QUESTIONNAIRE Dear Sir/Madam, This questionnaire has been prepared with a view to make a STUDY OF CUSTOMER BEHAVIOR AND ATTITUDE TOWARDS BRANDED CARBONATED DRINKS . The information will be strictly used for educational purpose only by the students of Manipal Institute of Management (Manipal University) . we would be grateful if you could spare some time in filling up this qu estionnaire. ) NAME 2) AGE a)0-15 b) 15-20 c) 21-35 d) 36-45 e) 46-70 3) Gender M F 4) Occupation Professional Businessman Service Student Other 5) Do you drink soft drinks Yes No 6) If yes which soft drink Brand Coke Pepsi 7) If No why so?. 8) Which carbonated drink do you prefer most Coke Pepsi 7Up passel Dew Thumbs Up Sprite Fanta 9) Which package do u prefer most Pet Bottle Glass Bottle 10) somewhat Carbonated drink what do you like the most Brand name Taste Easy availability Packaging PriceBrand ambassador all other 11) What is the importance of taste in a carbonated drink? (Please rate them from 1- 4) 1=Very Important 2=Important 3=Not important 4=Not at all important 12) Have you seen any advertisements of carbonated drinks Yes NO 13) Advertisement of which carbonated drinks do you remember the most Coke Pepsi 7Up Thumbs Up Sprite Mountain dew Fanta 14) What attracted you in the advertisement? (PLEASE RATE THEM from 1-4) CreativityBrand ambassador Idea of delivering t he message Frequency of add Logical reason 15) What is your opinion of the brand? minute Good Fair Poor 16) What is your monthly consumption? 17) Any suggestions? ____________________________________________________________ __ CHAPTER 6 BIBILOGRAPHY (i) Research methodology by C. R. Kotari (ii) Websites www. cocacola. com www. pepsi. com www. wikipedia. com (iii) Doing Quantitative Research in Education with SPSS by Daniel Muijs.