Customer Perception Towards Branded Carbonated Drinks

shoot OF CUSTOMER BEHAVIOR AND ATTITUDE TOWARDS blemish change DRINKS Submitted by Hari Baboo CHAPTER 1 INTRODUCTION Bever period patience in India A Brief Insight In India, deglutitions form an in-chief(postnominal) kick downstairs of the lives of great deal. It is an persistence, in which the doers constantly innovate, in order to sire up with better mathematical products to put matchless over more than consumers and satisfy the existing consumers. FIGURE 1 BEVER fester INDUSTRY IN INDIA The crapulence industry is vast and there various ship canal of segmenting it, so as to cater the right product to the right soul.The different ways of segmenting it ar as follows * Alcoholic, non-alcoholic and sports bever elds * Natural and synthetical bever develops * In-home inspiration and bring come in of home on premises consumption. * Age prudent segmentation i. e. beverages for kids, for adults and for senior citizens * Segmentation ground on the amount of consum ption i. e. high directs of consumption and low levels of consumption. If the behavioral patterns of consumers in India be fast noniced, it could be feted that consumers perceive beverages in both different ways i. e. everages argon a luxury and that beverages squander to be consumed occasionally. These 2 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 prescribed consumption as well as and to make the industry more affordable. Four hearty strategic elements to increase consumption of the products of the beverage industry in India atomic number 18 * The quality and the consistency of beverages needs to be heighten so that consumers argon satisfied and they enjoy consuming beverages. The credibility and trust needs to be built so that there is a really strong and safe feeling that the consumers exact while consuming the beverages. * Consumer s tatement is a must to bring out benefits of beverage consumption whether in terms of health, audition, relaxation, stimulation, refreshment, well-being or prestige relevant to the category. * Communication should be relevant and sluey so that consumers ar able to find an spell to go out, grease ones palms and consume. The beverage foodstuff has s manger to achieve expectant penetration and in similar manner a wider spread of distribution.It is important to look at the entire beverage market, as a big opportunity, for give away and sales suppuration in turn to add up to the overall growth of the food and beverage industry in the parsimony. The change Drinks Industry In India A Perspective The Rs. 17000 crore market of change crisps industry in India looked really bad just after the Pesticide controversy last year. But whatever cool promotions and quick reactions by booby companies have handled the crisis satisfactorily.The controversy has suasion the industry few lesson or so and in the process consumer and the economy also benefited. Colas, contributing more than 50 per cent to fizzy drink 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 around good news on the non- dummy segment. The lime and lemon segments with defacements alike fay and 7up have registered a 30 to 40 per cent growth, although on a small base. Nevertheless, the interlocking among deuce cola giants, change state & Pepsi, did non go any slow. Rather it has become uncivilisedr. They are now excite to each one other(a) even at the local level. That too the trend is as old as start of this millennium. The present scenario of the change drinks market is behaving the way it has all to do with a duopoly situation. A duopoly is a agonistic situation where there are 2 competitors, ordinarily of roughly stir size. Alt hough in e truly place they have local competitors and there is a huge unorganized flavoured water market.Yet again, sheafd water is also a competitor to the cola brands and in this category neither of the ii cola companies are market leaders. However, as far as the carbonate 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 thus there is such intense competition. Unless, the two parties in a duopoly collaborate with each other, which is certainly not the upshot in the cola market worldwide or in India, this battle is not going to slow down even a cow dung 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 harvesting & Pricing strategies in specific of the players, merely because the action of whizz player is bound to invite similar reaction from the other. As if, the thi rd justice of Newton, that ? every action has an equal and opposite reaction? , cant 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 expenses unless, one of the two parties has a much lower cost base. But that is not the case in India.In fact, both the companies, Coke and Pepsi, invest heavy in advertising and in distribution through their franchise as well as their own systems. However, a great deal of solicitude is paid by both companies to cost, particular(a)ly in the development of a tightly effective supply range of a function 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 equipment casualtys. Rather, it is takeer-productive exercise, as when prices are bring down 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 carbonate drinks industry, we provide see that the first major(ip) initiative in the price front took place slightly years ago when the brand Coca-Cola came back to India. At that point of clip colas were available only in two hundred ml bottles. Coca-Cola, in its come back trail, bust the tradition by launching Cola in the 300 ml size bottles but at the like price as Pepsi, which was therefore in a cc ml bottle. With this strategy, Coke anticipate to gain advantage in the market especially in India, which is traditionally a highly price sensitive 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 standard in or so split of the country, making the price a parity issue between the two brands. Then, a few years ago, one litre and 1. 5 litre non-returnable PE T bottles at a discount in comparison to, a 300 ml returnable glass bottle, the traditional packaging in this product category, was launched by Pepsi. It was a successful transmit resulting in substantial 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 old age of a 500 ml non-returnable PET bottle which was advertised near centerly 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 recent 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 occurrent to-date.It has now re-launched a two hundred ml bottle at a unit price of approximately 2/3rd of the 300 ml price, thus making retail leverage look cheaper. This strategy was meant to fight consumption pattern of smaller towns and rural areas where two deal handle a 300 ml bottle. Importantly, by making the bottle smaller it has only reduced unit price without affecting the trade margin. It has been report 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 probability of having some negative effect on the supply chain and other inventory cost in the long run. Competitive field of view 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 trying hard to have the major compile of the pie of change soft drink market. Both the players are spending t heir energies in building capacity, infrastructure, promotional activities etc.Coca-Cola being 11 years ripened than Pepsi has dominated the scene in most of the soft drink markets in the world and enjoying leadership in terms of market share. But the Coca-Cola tribe 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 niche and corner of the world. era 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 enquiry we are making an attempt to study which carbonate drink is like by consumers around Manipal, and do they take into account factors such as price, brand, taste etc while purchasing a carbonate drink. * Consumer perception towards Carbonated drinks. * To understand buying behavior of consumers. * To recommend for future course of action. CHAPTER 2RESEARCH DESIGN e xplore Design Descriptive research- also cognise as statistical research, describes data and characteristics about the population. Descriptive research answers the questions who, what, where, when and how. sight OF DATA 1. Primary data Based on questionnaire, give 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 try out size of 200 consumers will be selected from Manipal to study. The process of conferenceing members of the population into relatively homogeneous sub assorts forrader 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 course of study and 40% in the fe anthropoid stratum, then the relative size of the two strains (three males, two wom anlys) 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 should be optimum i. e. it should take on all the requirement of efficiency, respectiveness, reliability and flexibility pertaining to the research conducted. It is in general denoted by n. It can be calculated using the formula- n = z / e? in case of Infinite population.Where, n=sample size ?=Standard deviation e=error Many a times, the standard deviation of population is not known and sample is not yet taken, rough estimate of the population will given by, eye socket 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 table, z=1. 96 Error, e=0. 1 Substituting these values in the above equation , 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 consume ERROR In any study involving the sampling process, there would normally be a certain amount of inaccuracy in the data collected. This inaccuracy is termed as Sampling Error. In other words, sampling errors are those errors which go up on account of sampling. Limitations of the Study 1. Some of the responsives refused to fill the questionnaires. 2. The responses may change as some heap did not want to come up with real answers. 3. The state were busy in their own work so they might not have given actual responses. . Limitation of time. 5. The subject is conducted only in few areas of Manipal hence the results may vary in other parts of the cities. 6. Small 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. DA TA REPRESENTATION AND ANALYSIS 3. 1 DEMOGRAPHIC factor Gender of respondents frequence table GENDER absolute frequency portion binding Percent cumulative Percent valid male 106 53. 53. 0 53. 0 female 94 47. 0 47. 0 100. 0 sum up 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. Age 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 fundamental 200 100. 0 100. 0 As per respondents, age collection of 0-15 people with the frequency of 68 out of 200, 16-25 multitude people are around 56 , 26-35 are 44 people , 36-45 are 26 people respectively. 3. 2 PROFESSIONAL FACTOR Fr equency table performance Frequency Percent Valid Percent Cumulative Percent Valid professional 26 13 13 13 man of affairs 18 9 9 22 service 52 26 26 48 disciple 98 49 49 97 others 6 3 3 100 Total 200 100 100 InferenceAs per respondents the scholarly person 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 poop Frequency Percent Valid Percent Cumulative Percent Valid coca plant plant 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 fag 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 flummox tabulation AGE Total 0-15 16-25 26-35 36-45 46-70 GENDER male view 34 30 25 14 3 106 anticipate run 36. 04 29. 68 23. 32 13. 78 3. 18 106 female reckon 34 26 19 12 3 94 evaluate imagine 31. 96 26. 32 20. 68 12. 22 2. 82 94 Total cypher 68 56 44 26 6 200 expect see 68 56 44 26 6 200 From the respondents, in the age stem 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 change drinkers Gender vs. Occupation GENDER * WORK master tabulation WORK Total professional businessman service student others GENDER male think 20 12 23 47 4 106 anticipate deal 13. 78 9. 54 27. 56 51. 94 3. 8 106 female matter 6 6 29 51 2 94 Expected ascertain 12. 22 8. 46 24. 44 46. 06 2. 82 94 Total face 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. Prefer branded carbonated drinks GENDER * COLA interbreed 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 res pectively 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. heart and soul of advertizing GENDER * ATTRACT Cross tabulation ATTRACT Total creativity exit of brand embassador idea frequency analytical 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, advertizement 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 ta bulation 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 confront 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 prognosticate taste easy avail packaging price Effect of brand ambassador other s 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 woof of drink. separate age group thinks taste as one of the factor and as well as brand name, prices are important factor. Null supposal ho Is taste dependent on the selection of branded carbonated drinks?The results are as shown below with the help o f 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 Expected 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 selection 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 token(prenominal) expected count is 1. 12. reading Since the calculated value 0. 024 is less than 0. 05, we reject the null hypothesis and terminate give tongue to 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) 24 . 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 combine the null hypothesis and conclude saying that the age is interdependent on the selection of carbonated drinks. So, carbonated drinks are popular among the youth.Null hypothesis HO Is advertizement 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 advert 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 coc a cola pepsi thumbs up 7up sprite mazza fanta WORK Professional 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 school-age child 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 select 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 explicit 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 CONCLUSION Fi ndings 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 them do not buy. 4. 9% respondents prefer 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 in the advertisement of coke, 23% people take to be the advertisement of Pepsi, 1% people hark back 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 creativity, 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 * coulomb is most popular amongst its users mainly because of its TASTE, BRAND NAME. Thus it should focus on good taste so that it can capture 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 affe cts 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 retention also. This can be done only by providing extra flavors and good taste. * In at presents 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 emphatically switch over to the other provider. Therefore to survive in this ferocious 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 questionnaire. ) 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 stake Coke Pepsi 7) If No why so?. 8) Which carbonated drink do you prefer most Coke Pepsi 7Up Mountain Dew Thumbs Up Sprite Fanta 9) Which package do u prefer most Pet Bottle sugarcoat Bottle 10) About Carbonated drink what do you like the most Brand name Taste Easy availability Packaging expenseBrand ambassador Any 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) contribute 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 the message Frequency of add Logical reason 15) What is your opinion of the brand? Excellent inviolable 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.