1.1.

History of Beverage Industry

Drinking has been a large part of socialising throughout the centuries. In Ancient
Greece, a social gathering for the purpose of drinking was known as a symposium, where
watered down wine would be drunk. The purpose of these gatherings could be anything
from serious discussions to direct indulgence. In Ancient Rome, a similar concept of
a convivium took place regularly.

Many early societies considered alcohol a gift from the gods, leading to the creation
of gods such as Dionysus. Other religions forbid, discourage, or restrict the drinking of
alcoholic drinks for various reasons. In some regions with a dominant religion the
production, sale, and consumption of alcoholic drinks is forbidden to everybody, regardless
of religion.

Toasting is a method of honouring a person or wishing good will by taking a drink.

Another tradition is that of the loving cup, at weddings or other celebrations such as sports
victories a group will share a drink in a large receptacle, shared by everyone until empty.

In East Africa and Yemen, coffee was used in native religious ceremonies. As these
ceremonies conflicted with the beliefs of the Christian church, the Ethiopian
Church banned the secular consumption of coffee until the reign of Emperor Menelik
II. The drink was also banned in Ottoman Turkey during the 17th century for political
reasons and was associated with rebellious political activities in Europe.

A drink (or beverage) is a liquid intended for human consumption. In addition to

their basic function of satisfying thirst, drinks play important roles in human culture.
Common types of drinks include plain drinking water, milk, coffee, tea, hot
chocolate, juice and soft drinks. In addition, alcoholic drinks such as wine, beer,
and liquor, which contain the drug ethanol, have been part of human culture for more than
8,000 years.

Non-alcoholic drinks often signify drinks that would normally contain alcohol, such
as beer and wine, but are made with less than .5 percent alcohol by volume. The category
includes drinks that have undergone an alcohol removal process such as non-alcoholic
beers and de-alcoholised wines

1.2. Overview
1.2.1 Non-alcoholic drinks:

A non-alcoholic drink is one that contains little or no alcohol. This category

includes low-alcohol beer, non-alcoholic wine, and apple cider if they contain less than
0.5% alcohol by volume. The term "soft drink" specifies the absence of alcohol in contrast
to "hard drink" and "drink". The term "drink" is theoretically neutral, but often is used in a
way that suggests alcoholic content.

Drinks such as soda pop, sparkling water, iced tea, lemonade, root beer, fruit

punch, milk, hot chocolate,  tea,  coffee, milkshakes, and tap water and energy drinks are
all soft drinks.

1.2.2 Water

Water is the world's most consumed drink; however, 97% of water on Earth is non-
drinkable salt water. Fresh water is found in rivers, lakes, wetlands, groundwater, and
frozen glaciers. Less than 1% of the Earth's fresh water supplies are accessible through
surface water and underground sources which are cost effective to retrieve.

In western cultures, water is often drunk cold. In the Chinese culture, it is typically
drunk hot.

1.2.3 Milk

Regarded as one of the "original" drinks, milk is the primary source of nutrition for
babies. In many cultures of the world, especially the Western world, humans continue to
consume dairy milk beyond infancy, using the milk of other animals
(especially cattle, goats and sheep) as a drink. Plant milk, a general term for any milk-like
product that is derived from a plant source, also has a long history of consumption in
various countries and cultures. The most popular varieties internationally are soy
milk, almond milk, rice milk and coconut milk.

1.2.4 Soft drinks

Carbonated drinks refer to drinks which have carbon dioxide dissolved into them.
This can happen naturally through fermenting and in natural water spas or artificially by
the dissolution of carbon dioxide under pressure. The first commercially available
artificially carbonated drink is believed to have been produced by Thomas Henry in the
late 1770s.Cola, orange, various roots, ginger, and lemon/lime are commonly used to
create non-alcoholic carbonated drinks; sugars and preservatives may be added later.

The most consumed carbonated soft drinks are produced by three major global
brands: Coca-Cola, PepsiCo and the Dr Pepper Snapple Group.
1.2.5 Juice and juice drinks

Fruit juice is a natural product that contains few or no additives. Citrus products such
as orange juice and tangerine juice are familiar breakfast drinks, while grapefruit juice,
pineapple, apple, grape, lime, and lemon juice are also common. Coconut water is a highly
nutritious and refreshing juice. Many kinds of berries are crushed; their juices are mixed
with water and sometimes sweetened. Raspberry, blackberry and currants are popular
juices drinks but the percentage of water also determines their nutritive value. Grape juice
allowed to ferment produces wine.

Fruits are highly perishable so the ability to extract juices and store them was of
significant value. Some fruits are highly acidic and mixing them with water and sugars or
honey was often necessary to make them palatable. Early storage of fruit juices was
labour-intensive, requiring the crushing of the fruits and the mixing of the resulting pure
juices with sugars before bottling

Vegetable juices are usually served warm or cold. Different types of vegetables can
be used to make vegetable juice such as carrots, tomatoes, cucumbers, celery and many
more. Some vegetable juices are mixed with some fruit juice to make the vegetable juice
taste better. Many popular vegetable juices, particularly ones with high tomato content, are
high in sodium, and therefore consumption of them for health must be carefully
considered. Some vegetable juices provide the same health benefits as whole vegetables in
terms of reducing risks of cardiovascular disease and cancer.

1.2.6 Sleep drinks

A sleep beverage, nightcap or relaxation drink are considered consumable liquids

taken shortly before bedtime to induce sleep. They are often formulated to help reduce
stress, alleviate anxiety, improve focus, and promote better overall sleep. For example, a
small alcoholic drink or a cup of warm milk can supposedly promote a good night's sleep.
These consumable sleep supplements are an anomaly or antithesis of energy drinks and
have found a niche in the beverage industry. Originally, a nightcap was understood to be
an alcoholic liquid with purpose of warming the drinker up and helping them sleep. That
changed in 1930, when the non-alcoholic drink, Oval tine, was advertised as "the world's
best 'night-cap' to ensure sound, natural sleep." An ingredient of Oval
tine is magnesium which helps to induce relaxation. Likewise, warm milk is often
recommended as a nightcap for inducing sleep, because it contains
both tryptophan and calcium. Then, the flavour of the warm milk was improved by adding
a small amount of liqueur which may promote sleep as well.
Alternatively, honey or vanilla can improve the flavour too.

Today, however, most sleep beverages, nightcaps and relaxation drinks are generally

non-alcoholic beverages containing calming ingredients normally found in nature. They
are considered functional beverages which serve to relax a person. Unlike other calming
beverages, such as tea, warm milk or milk with honey; sleep drinks almost universally
contain more than one active ingredient. Melatonin is a common ingredient found in
relaxation drinks which also carries some negative connotations due to the controversial
effects from long term use. Sleep beverages, nightcaps, and relaxation drinks have been
known to contain other natural ingredients and are usually free of caffeine and alcohol but
some have claimed to contain marijuana. Sleep beverages, nightcaps and relaxation
drinks started to reappear in Japan at the beginning of the 21st century and then began to
make their way to the US. One major brand was called Drank, a reference to an illicit
concoction made out of cold medication. Others had names like Purple Stuff and Lean,
which also hinted at vaguely narcotic effects. These brands were marketed towards a
partying crowd, yet never managed to break into the mainstream. In the US, the Food &
Drug Administration also moved in, shutting down brands for false health claims.

1.2.7Alcoholic drinks

A drink is considered "alcoholic" if it contains ethanol, commonly known

as alcohol (although in chemistry the definition of "alcohol" includes many other
compounds). Beer has been a part of human culture for 8,000 years.

In many countries, imbibing alcoholic drinks in a local bar or pub is a cultural tradition.

1.2.8 Beer

Beer is an alcoholic drink Produced by the

saccharification of starch and fermentation of the resulting sugar. The starch and
saccharification enzymes are often derived from malted cereal grains; most
commonly malted barley and malted wheat. Most beer is also flavoured with hops,
which add bitterness and act as a natural preservative, though other flavourings such as
herbs or fruit may occasionally be included. The preparation of beer is called brewing.
Beer is the world's most widely consumed alcoholic drink, and is the third-most popular
drink overall, after water and tea. It is said to have been discovered by
goddess Ninkasi around 5300 BCE, when she accidentally discovered yeast after leaving
grain in jars that were later rained upon and left for several days. Women have been the
chief creators of beer throughout history due to its association with domesticity and it,
throughout much of history, being brewed in the home for family consumption. Only in
recent history have men began to dabble in the field. It is thought by some to be the oldest
fermented drink.

Some of humanity's earliest known writings refer to the production and distribution
of beer: the Code of Hammurabi included laws regulating beer and beer parlours, and "The
Hymn to Ninkasi", a prayer to the Mesopotamian goddess of beer, served as both a prayer
and as a method of remembering the recipe for beer in a culture with few literate
people. Today, the brewing industry is a global business, consisting of several
dominant multinational companies and many thousands of smaller producers ranging
from brewpubs to regional breweries.

1.2.9 Cider

Cider is a fermented alcoholic drink made from fruit juice, most commonly and

traditionally apple juice, but also the juice of peaches, pears ("Perry" cider) or other fruit.
Cider may be made from any variety of apples, but certain cultivars grown solely for use in
cider are known as cider apples. The United Kingdom has the highest per capita
consumption of cider, as well as the largest cider-producing companies in the world, As of
2006, the U.K. produces 600 million litres of cider each year (130 million imperial
gallons).

1.2.10 Wine

Wine is an alcoholic drink made from fermented grapes or other fruits. The natural

chemical balance of grapes lets them ferment without the addition
of sugars, acids, enzymes, water, or other nutrients.Yeast consumes the sugars in the
grapes and converts them into alcohol and carbon dioxide. Different varieties of grapes and
strains of yeasts produce different styles of wine. The well-known variations result from
the very complex interactions between the biochemical development of the fruit, reactions
involved in fermentation, terroir and subsequent appellation, along with human
intervention in the overall process. The final product may contain tens of thousands of
chemical compounds in amounts varying from a few percent to a few parts per billion.

Wines made from produce besides grapes are usually named after the product from
which they are produced (for example, rice wine, pomegranate wine, apple
wine and elderberry wine) and are generically called fruit wine. The term "wine" can also
refer to starch-fermented or fortified drinks having higher alcohol content, such as barley
wine, huangjiu, or sake.

Wine has a rich history dating back thousands of years, with the earliest production
so far discovered having occurred c. 6000 BC in Georgia. It had reached the Balkans by c. 
4500 BC and was consumed and celebrated in ancient Greece and Rome.

From its earliest appearance in written records, wine has also played an important
role in religion. Red wine was closely associated with blood by the ancient Egyptians,
who, according to Plutarch, avoided its free consumption as late as the 7th-century
BC Satie dynasty, "thinking it to be the blood of those who had once battled against the
gods”. The Greek cult and mysteries of Dionysus, carried on by the Romans in
their Bacchanalia, were the origins of western theatre. Judaism incorporates it in
the Kiddush and Christianity in its Eucharist, while alcohol consumption was forbidden
in Islam.

1.2.11 Spirits

Spirits are distilled beverages that contain no added sugar and have at least

20% alcohols by volume (ABV). Popular spirits
include borovička, brandy, gin, rum, slivovitz, tequila, vodka, and whisky. Brandy is a
spirit created by distilling wine, whilst vodka may be distilled from any starch- or sugar-
rich plant matter; most vodka today is produced from grains such
as sorghum, corn, rye or wheat.

Hot drinks
1.2.12 Coffee

Coffee is a brewed drink prepared from the roasted seeds of several species of

an evergreen shrub of the genus Coffee. The two most common sources of coffee beans are
the highly regarded Coffee, and the "Robusta" form of the hardier Coffee. Coffee plants
are cultivated in more than 70 countries. Once ripe, coffee "berries" are picked, processed,
and dried to yield the seeds inside. The seeds are then roasted to varying degrees,
depending on the desired flavour, before being ground and brewed to create coffee.

Coffee is slightly acidic (pH 5.0–5.1) and can have a stimulating effect on humans

because of its caffeine content. It is one of the most popular drinks in the world. It can be
prepared and presented in a variety of ways. The effect of coffee on human health has been
a subject of many studies; however, results have varied in terms of coffee's relative benefit.

Coffee cultivation first took place in southern Arabia; the earliest credible evidence of
coffee-drinking appears in the middle of the 15th century in the Sufi shrines of Yemen.

1.2.13 hot chocolate

Hot chocolate, also known as drinking chocolate or cocoa is a heated drink

consisting of shaved chocolate, melted chocolate or cocoa powder, heated milk or water,
and usually a sweetener. Hot chocolate may be topped with whipped cream. Hot chocolate
made with melted chocolate is sometimes called drinking chocolate, characterized by less
sweetness and a thicker consistency.

The first chocolate drink is believed to have been created by the Mayans around

2,500-3,000 years ago, and a cocoa drink was an essential part of Aztec culture by 1400
AD, by which they referred to as xocōlātl. The drink became popular in Europe after being
introduced from Mexico in the New World and has undergone multiple changes since then.
Until the 19th century, hot chocolate was even used medicinally to treat ailments such as
liver and stomach diseases.

Hot chocolate is consumed throughout the world and comes in multiple variations,
including the spiced chocolate para mesa of Latin America, the very thick cioccolata
calda served in Italy and chocolate a la taza served in Spain, and the thinner hot cocoa
consumed in the United States. Powdered hot chocolate mixes, which can be added to
boiling water or hot milk to make the drink at home, are sold at grocery stores and online.

1.2.14 Tea

Tea, the second most consumed drink in the world, is produced from infusing dried
leaves of the camellia sinensis shrub, in boiling water. There are many ways in which tea is
prepared for consumption: lemon or milk and sugar are among the most common additives
worldwide. Other additions include butter and salt in Bhutan, Nepal, and Tibet; bubble
tea in Taiwan; fresh ginger in Indonesia, Malaysia and Singapore; mint in North Africa
and Senegal; cardamom in Central Asia; rum to make Jagertee in Central Europe; and
coffee to make yuanyang in Hong Kong. Tea is also served differently from country to
country: in China and Japan tiny cups are used to serve tea; in Thailand and the United
States tea is often served cold (as "iced tea") or with a lot of sweetener; Indians boil tea
with milk and a blend of spices as Masala chai; tea is brewed with a samovar in
Iran, Kashmir, Russia and Turkey; and in the Australian Outback it is traditionally brewed
in a billycan. Tea leaves can be processed in different ways resulting in a drink which
 appears and tastes different. Chinese yellow and green tea is steamed, roasted and dried;
Oolong tea is semi-oxidised and appears green-black and black teas are fully oxidised.

Around the world, people refer to other herbal infusions as "teas"; it is also argued
that these were popular long before the Camellia sinensis shrub was used for tea
making. Leaves, flowers, roots or bark can be used to make a herbal infusion and can be
bought fresh, dried or powdered.

1.3-Indian Scenario
Packaged Non-Alcoholic Beverages Market In India

1.3.1 Market Outlook

India non- alcoholic beverage industry has witnessed major growth over the past few years.
Growing middle-class population, rapid urbanization and rising disposable income are
some of the key factors strengthening this growth.  Moreover, with a population of 1.3
billion India is one of the largest consumer markets across the globe. It is also
demographically one of the youngest with around 50% of its population underneath the age
of 25 and around 65% below the age of 35.

The majority of fast food consumption in India is driven by people between the ages of 18
and 40.These demographic stats are expected to drive the market growth over the forecast
period at a rapid pace. Additionally, rising consciousness about heart- and weight-related
health issues, especially among young adults, has significantly pushed the consumption of
packaged fruit drinks and growing at a faster pace as compared to carbonated drinks.
 Goldstein Research analysis the forecast of India packaged non-alcoholic beverages market
to grow at a CAGR of 16.2% during the forecast period 2016-2024. Further, the market is
anticipated to reach USD 20.4 billion by the end of the forecast period as more people are
trading up to packaged drinks.

Market Segmentation
By Product Type
 Fruit Juices
 Carbonated Drinks
 Functional Drinks
 Packaged Drinking Water
 Ethnic Drinks
 Dairy-Based Drinks

By Packaging Type
 Bottle
 Can
 Pouch
 Carton
 Other (Bulk, Glass etc.)

By Distribution Channel
 Offline Distribution Channel
 Online Distribution Channel

By Geography
 Tier- I Cities
 Tier- II Cities
 Tier- III Cities
1.3.2 Product & Region with Major Market Share
Based on product type, fruit juices accounted for the largest market share accounted for the
largest market share of 25.3% in 2016, while packaged drinking water showed the fastest
growth in terms of consumption in last few years and like to grow at a faster pace over the
forecast period.

Geographically, Tier-I cities accounted for the highest revenue share in India packaged
non-alcoholic beverages market with around 55% market share. Tier-II and Tier-III cities
are likely to be the most opportunistic regions owing to growing demand for fruit juices in
tier-II cities and significant growing consumption of carbonated drinks in Tier-III cities of
India.

1.3.3 Key Findings in India Packaged Non-Alcoholic Beverages Market

Increasing Foreign Investments by Multinational Companies Likely to

Create Growth Opportunities

According to our India packaged non-alcoholic beverages market study on the basis of
extensive primary and secondary research, “increasing foreign investments and
collaboration in India in the food and beverage industry indicate a massive upsurge in the
food and beverages products being offered by global multinational companies as well as
the domestic companies. Within this attractive Indian food and beverage industry, there are
immense opportunities for existing as well as new industry players.

1.3.4 Urbanization With Changing Lifestyles Anticipated to have Positive Impact on

Consumption of Non-packaged Beverages 

According to the report, major driver in India packaged non-alcoholic beverages market is
rising urbanization with changing lifestyles. Rapid urbanization is leading to a variation in
lifestyles and food habits of consumers, who are shifting from traditional food to changing
and adjusting urban food habits. Further, urbanization also leading to an increase in the
nuclear families, growth in the percentage of working women, less time available for
preparing meals and beverages at home and resulting in growing consumption of food at
eating joints, outlets, restaurants etc. This leads to increase in consumption of the on-the-go
beverages as consumers look for beverages that can be made quick and trusted for quality
and health.

1.3.5 Intense Competition From Unorganized Market Players- Market Challenge

Further, the report states that one challenge in India packaged non-alcoholic beverages
market is intense competition from unorganized market players. 2016 witnessed the
emergence of numerous small and regional beverage companies such as Manpasand
Beverages and Hector Beverages. All of these domestic companies are fighting for
significant market presence with global giants such as Coca-Cola India and PepsiCo India,
among other major multinational players. There is a transformation of un-organized to
organized sectors but the industry still need to cover quite a distance.

1.3.6 Covered in this India Packaged Non-Alcoholic Beverages Market Report

The report covers the present ground scenario and the future growth prospects of the India
packaged non-alcoholic beverages market for 2016-2024 along with the total revenue of
beverage industry in every region. We calculated the market size and revenue share on the
basis of revenue generated per segment and region. The revenue forecast is given on the
basis of the number of market players and current growth rate of the market.

India Packaged Non-Alcoholic Beverages Market Outlook 2016-2024, has been prepared
based on an in-depth market analysis from industry experts. The report covers the
competitive landscape and current position of major players in the India packaged non-
alcoholic beverages market. The report also includes Porter's five force model, SWOT
analysis, company profiling, business strategies of market players and their business
models. The market report also recognizes value chain analysis to understand the cost
differentiation to provide a competitive advantage to the existing and new entry players.

1.3.7 Key Players Included in the Report:

 Dabur India,
 PepsiCo India,
 Coca-Cola India,
 ITC Limited,
 Surya Food and Agro Ltd.,
 Nestle India Ltd.,
 Amul,
  Manpasand Beverages,
 Hector Beverages,
 The Gatorade Company Inc.,
 Red Bull GmbH,
  Parle Agr

1.4. Major Player

World Top Beverages Companies List by Market Cap as on

Nov-07-2019

1) NESTLE AG
a. Rank in Business Sector: 1
b . W o r l d R a n k (N o v - 2 0 1 9 ) :   1 3
c . M a r k e t C a p (N o v - 0 7 - 2 0 1 9 ) :   3 1 2 . 1 8 B i l l i o n U S D
d. Head Quarters: Switzerland

2 ) C OC A C O L A C O M P A N Y

a. Rank in Business Sector: 2

b . W o r l d R a n k (N o v - 2 0 1 9 ) :   3 3
c . M a r k e t C a p (N o v - 0 7 - 2 0 1 9 ) :   2 2 4 . 0 4 B i l l i o n U S D
d. Head Quarters: USA
3) KWEICHOW MOUTAI

a. Rank in Business Sector: 3

b . W o r l d R a n k (N o v - 2 0 1 9 ) :   3 5
c . M a r k e t C a p (N o v - 0 7 - 2 0 1 9 ) :   2 1 0 . 7 0 B i l l i o n U S D
d. Head Quarters: China

4) PEPSICO INC

a. Rank in Business Sector: 4

b . W o r l d R a n k (N o v - 2 0 1 9 ) :   4 3
c . M a r k e t C a p (N o v - 0 7 - 2 0 1 9 ) :   1 8 5 . 9 1 B i l l i o n U S D
d. Head Quarters: USA

5) ANHEUSER-BUSCH INBEV SA
a. Rank in Business Sector: 5
b . W o r l d R a n k (N o v - 2 0 1 9 ) :   5 2
c . M a r k e t C a p (N o v - 0 7 - 2 0 1 9 ) :   1 5 3 . 2 7 B i l l i o n U S D
d. Head Quarters: Belgium

6) ST A RB U C KS C OPR OR A T I ON
a. Ra nk in B us ine s s Se c tor:   6
b. World R a nk (N ov- 2019):  107
c . M a r k e t C a p (N o v - 0 7 - 2 0 1 9 ) :   9 7 . 0 8 B i l l i o n U S D
d. Head Quarters: USA

7) DIAGEO PLC
a. Rank in Business Sector: 7
b . W o r l d R a n k (N o v - 2 0 1 9 ) :   1 1 4
c . M a r k e t C a p (N o v - 0 7 - 2 0 1 9 ) :   9 3 . 2 7 B i l l i o n U S D
d. Head Quarters: UK

8 ) WU L I A N G Y E Y I BI N
a. Rank in Business Sector: 8
b . W o r l d R a n k (N o v - 2 0 1 9 ) :   1 4 9
c . M a r k e t C a p (N o v - 0 7 - 2 0 1 9 ) :   7 2 . 4 0 B i l l i o n U S D
d. Head Quarters: China

9 ) A M B EV S . A
a. Rank in Business Sector: 9
b . W o r l d R a n k (N o v - 2 0 1 9 ) :   1 8 0
c . M a r k e t C a p (N o v - 0 7 - 2 0 1 9 ) :   6 5 . 1 2 B i l l i o n U S D
d. Head Quarters: Brazil

10) DANONE
a. Rank in Business Sector: 10
b . W o r l d R a n k (N o v - 2 0 1 9 ) :   2 3 3
c . M a r k e t C a p (N o v - 0 7 - 2 0 1 9 ) :   5 2 . 7 9 B i l l i o n U S D
d. Head Quarters: Switzerland
1.5. HISTORY of Pepsi Company Pepsi

1.5.1 Origins

The soft drink Pepsi was developed by Caleb Bradham, a pharmacist and businessman
from Duplin County, North Carolina. He coined the name "Pepsi-Cola" in 1898 while
marketing the drink from his pharmacy in New Bern, North Carolina. 1903. The Company
was incorporated in Delaware in 1919. Bradham’s company experienced years of success
leading up World War I. However, sugar rationing during the war and a volatile sugar
market in the war's aftermath damaged the company's financial health to such a degree that
in 1923, bradham declared bankruptcy and returned to running pharmacies in North
Carolina.

On June 8, 1923 the company trademark and secret recipe were purchased by Craven
Holding Corporation. In 1931, Roy Megargel, a Wall Street broker, purchased the Pepsi
trademark, business, and goodwill from Craven Holding in association with Charles Guth.
Guth was also the president of Loft, Incorporated, a leading candy manufacturer based in
Long Island City, New York. Loft ran a network with 115 stores across the Mid Atlantic at
the time of Guth's acquisition. Guth used Loft's labs and chemists to reformulate the Pepsi
syrup recipe, and he used his position as president of the company to replace Coca-Cola
with Pepsi Cola at Loft's shops and restaurants. Guth also used Loft resources to promote
Pepsi, and moved the soda company to a location close by Loft's own facilities in New
York City.

In 1935, the shareholders of Loft sued Guth for his 91% stake of Pepsi-Cola Company in
the landmark case Guth v. Loft Inc. Loft won the suit and on May 29, 1941 formally
absorbed Pepsi into Loft, which was then re-branded as Pepsi-Cola Company that same
year. Loft restaurants and candy stores were spun off at this time.

In the early 1960s, Pepsi-Cola's product lines expanded with the creation of Diet Pepsi and
purchase of Mountain Dew. In 1965, the Pepsi-Cola Company merged with Frito-Lay, Inc.
to become PepsiCo, Inc. At the time of its foundation, PepsiCo was incorporated in the
state of Delaware and headquartered in Manhattan, New York. The company's
headquarters were relocated to the present location of Purchase, New York in 1970, and in
1986 PepsiCo was reincorporated in the state of North Carolina. After 39 years trading on
 the New York Stock Exchange, PepsiCo moved its shares to Nasdaq on December 20,
2017.

(1) Abstract (2017): In the highly competitive environment, companies must protect the long-
term interest of the customers to enhance their profitability by means of long-lasting
relationships with the customers. This study examines the factors influencing on buying soft
drink products with special reference to Coco Cola brand in Chittoor district of Rayalaseema
region, Andhra Pradesh. The opinion has been collected from 224 customers of coco brand and
study is confined to five brands of Coco Colo brands such as Coco-Cola, Thumps up, Limca,
Sprite and Maaza. It is to observe that most of the respondents are 36-45 age group and
majority of the respondents are between Rs. 20001 to 30000 income group. Majorityof the
respondents are influenced with taste, quality and friends‟ circle and these three are most
significant factors towards buying of soft drinks in Chittoor district of Rayalaseema Region,
Andhra Pradesh. Keywords: Behaviour, Brand, Buying, Factors, Influence, Soft drinks etc.
Volume – 02, Issue – 12, December – 2017, PP – 93-98

Dr. G. Somasekhar1, Mr. T. Kishore Kumar2 1(Assistant Professor, MITS School of

Business, MITS, Madanapalle, Andhra Pradesh) 2(Assistant Professor, Department of
Management Studies, ITM College, Kerala, India)

(2) Abstract (2016): The beverages sector in India has undergone significant transformation in
the past 10 years. The carbonated and non carbonated drinks industry in India is to grow near
about 45 per cent annually and would triple or four times in size by 2014. Customer preferences
are more complex and even more important for retailers today than in past. The primary purpose
of this paper is to find out which company is leading the market. This study is conducted
between two global beverage companies’ Coca cola and PepsiCo. This research is done to
identify the various factors that influence the consumer preference towards these drinks. This
intercept survey would be conducted in Vijayawada and Guntur. To accommodate this purpose
survey method has been used. The data has been collected from people of all age groups. The
consumer preferences were identified by a structure questionnaire. Today’s market scenario is
quite different from traditional one. People have become more educated and always look for
quality products. Their taste and preference’s keep changing from time to time. This research is
mainly targeted to the objective where we can have the idea that what are those factors a
customer or a consumer looks before purchase of a carbonated beverage, and if we will have a
clear picture regarding the need of the customers then we can bring changes or add new features
to the product to satisfy their needs. The study will help the retailers and manufacturers of soft
drinks to understand the underlying consumer preferences factors and which factor mostly like
by the customers and help them to craft their marketing strategies. Profiling customers by their
choice of preferences provide more meaningful ways to identify and understand various
customer segments and marketing strategies
Article History: Received 08 th February, 2016 Received in revised form 23rd March, 2016
Accepted 14 th April, 2016 Published online 31st May, 2016

(3) Kassem, Wee, Modeste & Johnston (2003): - Reported that in a study conducted in Los
Angeles involving 707 female teenagers aged 13-18 years, a high rate of soft drink
consumption was noticed. Nearly 96.3% reported consuming soft drinks.

(4) Sayegh, Dini, Holt & Bedi (2002): - Found that snacking was quite high among
kindergarten children in Amman, Jordan. Among the snacks, soft drinks were popular since
more than 50% of the children consumed carbonated drinks regularly. Among the children who
consumed carbonated drinks regularly, 60.7% were boys. Sweetened fruit juices were the next
popularly consumed drink.

(5)Donnelly (1998'):.
Said intensity of colour and the flavours are the key drivers behindconsumer acceptance of soft 
drinks. "put packaging and labelling are not as important for winning over consumers according 
to findings published in the journal Food quality and reference.

(6) William R. George (1999):
The purpose of study of factorsresponsible for brand preference in the soft drink industry. ncr
easing competition due toglobali!ation has motivated many companies to base their strategies al
most entirely on building brands. "rand preference refers to the comparison of different brands a
nd the choicethat the consumer makes to select his most preferred brand. This brand preference i
sinfluenced by various factors.

(7) Rajasekaran, (1991) in his study entitled, “Consumer behaviour - A study conducted with
reference to soft drinks” sponsored by Madurai soft drinks Pvt. Ltd., Madurai, revealed the
buying pattern of soft drinks by the consumer and the factors influencing his preference. The
study revealed that the middle income group provided the most promissory market. What the
group really expected was refreshment and social value
(8) Murugesan, (1990) in his dissertation, “A study of consumer behaviour towards soft drinks
in Madurai City” revealed that the 76.35 per cent of the consumer bought soft drinks only
because they were satisfied with the quality. Only meager 2.65 percent of the consumer bought
them because of cheaper price. Beside 51.72 per cent of the consumer changed their brands
occasionally and 48.28 per cent changed their preference frequently.

(9) Singh (1989): -. In his book “Marketing and consumer behaviour” stated that consumer
behaviour had always a scope for research studies, because the attitudes and perceptions of
consumer were changing with the passage of time. Such type of consumer research would
enable the manufacturers, distributors and dealers to formulate effective sales and advertising
strategies. The marketing plans must be based on identifying and anticipating the consumer
needs and their changing desire and aspirations. The manufacturers endeavours should attract
the public by offering what they liked the most, but also should have their patronage by meeting
their satisfaction on a continuous basis.

10)Abstract :- Since consumers are the most important factor for business continuation, the
understanding of consumer behavior is one of key elements in preparing marketing strategy.
Consumer behavior is the study of what to buy, how to buy, where to buy, and when to buy in
what quantity. Apart from the decision of to buy and not to buy, there is also a decision
regarding which source to buy. Consumer behavior is also the study of factors that affect the
behavior both internal and external such as, self-concept, social and cultural background, age,
family, attitudes, personality and social class. In this study, an attempt is made to investigate the
consumer preference on buying behaviour towards soft drinks. For this purpose, 300 sample
respondents are selected from selected municipal corporations in Andhra Pradesh base on
purposive sampling and collect data is analysed with the help of correlation and regression
analysis. The results reveal that 54.56% of the observed variability in buying behaviour can be
explained by the differences in both the independent variables namely product, price, place,
promotion and remaining 45.5% of the variance in behaviour related to other variables
Keywords: Consumer Behavior, Consumer Preference, Place, Price, Product and
Promotion

G. Mallaiah Research Scholar, Department of Commerce and Management, S V

University Tirupathi, Chittoor Dist., Andhra Pradesh, India Email:
malleshgm94@gmail.com

Dr.DV Ramana Professor, Department of Commerce and Management, S V University

Tirupathi, Chittoor Dist., Andhra Pradesh, India Email: dvrdhuli@yahoo.co.in

3.1.1 An Overview

Consumer behaviour is comparatively a new field of study which evolved just after the
Second World War. The seller’s market has disappeared and buyers market has come up.
This led to paradigm shift of the manufacturer‘s attention from product to consumer and
specially focused on the consumer behaviour. The evaluation of marketing concept from
mere selling concept to consumer- oriented marketing has resulted in buyer behaviour
becoming an independent discipline. The growth of consumerism and consumer legislation
emphasizes the importance that is given to the consumer. Consumer behaviour is a study of
how individuals make decision to spend their available resources (time, money and effort)
or consumption related aspects (What they buy? When they buy?, How they buy? etc.).

The heterogeneity among people makes understanding consumer behaviour a challenging

task to marketers. Hence marketers felt the need to obtain an in- depth knowledge of
consumers buying behaviour. Finally this knowledge acted as an imperative tool in the
hands of marketers to forecast the future buying behavior of customers and devise four
marketing strategies in order to create long term customer relationship.
3.1.2 Consumer Behaviour

It is broadly the study of individuals, or organisations and the processes consumers use to
search, select, use and dispose of products, services, experience, or ideas to satisfy needs
and its impact on the consumer and society.

3.1.3 Need for Study of Consumer Behavior

The study of consumer behaviour helps everybody as all are consumers. It is essential for
marketers to understand consumers to survive and succeed in this competitive marketing
environment. The following reasons highlight the importance of studying consumer
behaviour as a discipline.

3.1.4 Importance in day to day life

The purpose of studying a discipline is to help oneself to better appreciate its contributions.
The reason to study consumer behaviour is because of the role it plays in the lives of
humans. Most of the free time is spent in the market place, shopping or engaging in other
activities. The extra time is usually passed in knowing and thinking about products and
services, discussing with friends about them, and watching advertisements related to them.
The usage of them significantly reveals our life styles. All these reasons suggest the need
for study. However, the purpose may be to attend immediate and tangible reasons.

3.1.5 CONSUMER DECISION MAKING PROCESS

The most important environment in which firms operate is their customer environment
because the basic belief of marketing oriented company – that the customer is the centre
around which the business revolves. Therefore, marketing people need to understand the
processes that their customers go through when making decision.

The consumer decision making process involves series of related and sequential stages of
activities. The process begins with the discovery and recognition of an unsatisfied need or
want. It becomes a drive. Consumer begins search for information. This search gives rise
to various alternatives and finally the purchase decision is made. Then buyer evaluates the
post purchase behavior to know the level of satisfaction. The process is explained below
with the help of diagram.

3.1.6 STEPS IN DECISION MAKING PROCESS

Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post-Purchase Behaviour

3.1.7 Need Recognition

When a person has an unsatisfied need, the buying process begins to satisfy the needs. The
need may be activated by internal or external factors. The intensity of the want will
indicate the speed with which a person will move to fulfill the want. On the basis of need
and its urgency, forms the order of priority. Marketers should provide required information
of selling points.

3.1.8 Information Search

Identified needs can be satisfied only when desired product is known and also easily
available. Different products are available in the market, but consumer must know which
product or brand gives him maximum satisfaction. And the person has to search out for
relevant information of the product, brand or location. Consumers can use many sources
e.g., neighbors, friends and family. Marketers also provide relevant information through
advertisements, retailers, dealers, packaging and sales promotion, and window displaying.
Mass media like news papers, radio, and television provide information. Now a days
internet has become an important and reliable source of information. Marketers are
expected to provide latest, reliable and adequate information.
3.1.9 Evaluation of Alternatives

This is a critical stage in the process of buying. Following are important elements in the
process of alternatives evaluation

a)A product is viewed as a bundle of attributes. These attributes or features are used for
evaluating products or brands. For example, in washing machine consumer considers price,
capacity, technology, quality, model and size. b)Factors like company, brand image,
country, distribution network and after- sales service also become critical in evaluation.

c)Marketers should understand the importance of these factors to consumers of these factor
to consumers while manufacturing and marketing their products.

3.1.10 Purchase Decision

Outcome of the evaluation develops likes and dislikes about alternative products or brands
in consumers. This attitude towards the brand influences a decision as to buy or not to buy.
Thus the prospective buyer heads towards final selection. In addition to all the above
factors, situational factors like finance options, dealer terms, falling prices etc., are also
considered.

3.1.11 Post- Purchase Behaviour

This behaviour of consumer is more important as for as marketer is concerned. Consumer

gets brand preference only when that brand lives up to his expectation. This brand
preference naturally repeats sales of marketer. A satisfied buyer is a silent advertisement.
But, if the used brand does not yield desired satisfaction, negative feeling will occur and
that will lead to the formation of negative attitude towards brand. This phenomenon is
called cognitive dissonance. Marketers try to use this phenomenon to attract user of other
brands to their brands. Different promotional-mix elements can help marketers to retain his
customers as well as to attract new customers.
3.1.12 LEVELS OF CONSUMER DECISION MAKING

The consumer decision making process is complex with varying

degree. All purchase decisions do not require extensive effort. On
continuum of effort ranging from very high to very low, it can be
distinguished into three specific levels of consumer decision making:
1) Extensive Problem Solving ( EPS ) 2) Limited Problem solving ( LPS )

3) Routine Problem Solving (RPS )

1. Extensive Problem Solving ( EPS ) : When consumers buy a new

or unfamiliar product it usually involves the need to obtain
substantial information and a long time to choose. They must form
the concept of a new product category and determine the criteria to
be used in choosing the product or brand.

2. Limited Problem Solving (LPS) : Sometimes consumers are

familiar with both product category and various brands in that
category, but they have not fully established brand preferences. They
search for additional information helped them to discriminate among
various brands.

3. Routine Problem Solving ( RPS ) : When consumers have

already purchased a product or brand , they require little or no
information to choose the product. Consumers involve in habitual
and automatic purchases.
 4.1 Research design:-

 Descriptive research aims to accurately and systematically describe a

population situation or phenomenon...
 Descriptive research design can use a wide variety of quantitative and
qualitative methods to investigate one or more variables.
 Descriptive research design is use based on identify variable of study.

4.2 problem statement:

(Topic describe)

4.3 Need and importance of study (3 to 4 lines)

1. we find need of pepsi soft drink in market

2. we find all the types of objective need by consumer in pepsi soft
drink
3. we proposed that consumer behaviour studies plays an
important role in deciding marketing segments and marketing
strategies.

4.4 research objective:

1. to study the consumer behaviour of towards Pepsi soft drink in

Palanpur and harij city

2. To know about the brand preference regarding Pepsi soft drink.

3. To know the factors that influence decision regarding selection of pepsi

soft drink.

4. To understand source of information that make male and female aware

of pepsi soft drink.
 5. To suggest different ways in which the promotion can be made more
effective.

6. to find out the buying behaviour and consumption pattern of pepsi soft
drink.

4.5 hypotheses:-

1. . H0 : there is no significance difference between Gender and buying

decision.

2. H0 : there is no significance difference between age and preference for

pepsi soft drink

4.6 data collection

4.6.1 Primary data

 Observation,
 survey
 questionnaire

4.7 sample size

City Number
of
sample
selected
Palanpur 20
Harij 20

❑
N= ❑
❑
 4.8 Sampling method

 We use convenience non probability sampling method for the research.

4.9 Research instrument

 We prepare structured and non disguised questionnaire for collecting the data
from respondents.

4.10 Tools and method of data analysis:

 frequency
 cross tabulation
 Annova

4.11 limitation of the study

 time factor:

o our research project done from February 1st 2020 to 31st march 2020

 resource :

o our research project 40 respondents selected which cannot describe the whole
population

 Geographical constrain:

o Here we selected only Palanpur and harij only city for our research project.
 Table 5 General Profile Of Respondents

S Nu
r mb
. Profile of respondents ers %
N
o 40
S
r.
N Gen 6
o der Male 24 0
Femal 4
1 e 16 0
below 1
16 4 0
1
7
16 to .
20 7 5
4
7
2 Age 21 to .
30 19 5
1
7
31 to .
40 7 5
7
ABOV .
E 41 3 5
Busine 1
ssman 4 0
5
Occu 7
3 patio Studen .
n t 23 5
Servic 2
e 8 0
Profes 1 2
 .
sion 5
House 1
Wife 4 0
Below 1
SSC 6 5
1
2
.
SSC 5 5
1
Educ
4 HSC 6 5
ation
4
7
Gradu .
ate 19 5
Post
Gradu 1
ate 4 0
Palanp 5
City ur 20 0
5
5
  Harij 20 0
5.1 data analysis and interpretation:-

 GENDER FREQUENCY DISTRIBUTION:-

 Table 5.1.1 Gender Frequency

Frequency Percent Valid Percent Cumulative

Percent

1=male 24 60.0 60.0 60.0

Valid 2=female 16 40.0 40.0 100.0

Total 40 100.0 100.0

 graph 5.1.2 Gender Frequency

 Interpretation: - from above table 5.1 and graph shows that male respondents are
more than the female respondents. There is 60% of male respondents and, 40% of
female respondents that shows that consumption of pepsi in male are more than
female.

 AGE FREQUENCY DISTRIBUTION

 Table 5.3 Gender Frequency

Frequency Percent Valid Percent Cumulative Percent

1=below 16 4 10.0 10.0 10.0

2=16 to 20 7 17.5 17.5 27.5

3=21 to 30 19 47.5 47.5 75.0

Valid
4= 31 to 40 7 17.5 17.5 92.5

5=ABOVE 41 3 7.5 7.5 100.0

Total 40 100.0 100.0

 graph 5.4 age Frequency:-

Interpretation: from above table 5.3 and graph,5.4 shows that group of age 21 to
30 is more than other age group that is 47% that means young age people buy more
pepsi soft drink.
 OCCUPATION FREQUENCY DISTRIBUTION

 5.5 Occupation Frequency

Frequency Percent Valid Cumulative

Percent Percent

1=Businessman 4 10.0 10.0 10.0

V2=Student 23 57.5 57.5 67.5

a3=Service 8 20.0 20.0 87.5

l
i 4=Profession 1 2.5 2.5 90.0

d6=House Wife 4 10.0 10.0 100.0

Total 40 100.0 100.0

 graph 5.6 Gender Frequency:-

Interpretation: the above table 5.5 and graph 5.6 shows that the student’s
respondents are more than any other that is 57.5% and lowest respondents in the
profession that is only 1%.`so students consume more pepsi than others.

 EDUCATION FREQUENCY DISTRIBUTION

 5.7 Education FREQUENCY:-

Frequency Percent Valid Percent Cumulative

Percent

1=Below SSC 6 15.0 15.0 15.0

V2=SSC 5 12.5 12.5 27.5

a3=HSC 6 15.0 15.0 42.5

l
i 4=Graduate 19 47.5 47.5 90.0

d5=Post Graduate 4 10.0 10.0 100.0

Total 40 100.0 100.0

 graph 5.8 Gender Frequency:-

 Interpretation :- above table 5.4 shows that graduate respondents are more than any
others. That is 47.5% and respondent who is post graduate is only 10%.

 CITY FREQUENCY DISTRIBUTION

 5.9 CITY FREQUENCY

Frequency Percent Valid Percent Cumulative

Percent

1=Palanpur 20 50.0 50.0 50.0

Valid 2=Harij 20 50.0 50.0 100.0

Total 40 100.0 100.0

 graph 5.10 Gender Frequency

 Interpretation: - the above table 5.5 and graph shows that there 50% respondents
are from Palanpur and there is 50% respondents are from harij.

 Have You Consumed Pepsi?

 5.11 Have You Consumed Pepsi?

Frequency Percent Valid Percent Cumulative

Percent

Valid 1=Yes 40 100.0 100.0 100.0

 graph 5.12 Gender Frequency

 Interpretation:- above table 5.6 and graph shows that 100% respondents are
consume pepsi soft drink.

 Q.7 Which products item do you like most? (rank 1 to 5)

 5.13 Pepsi

Frequency Percent Valid Percent Cumulative

Percent

Valid 1=Highly Preferable 20 50.0 50.0 50.0

2=Preferable 5 12.5 12.5 62.5

 3=none 3 7.5 7.5 70.0

4=Lower Preferable 4 10.0 10.0 80.0

5=Highly lower preferable 8 20.0 20.0 100.0

Total 40 100.0 100.0

 graph 5.14 ;-

Interpretation:- above table 5.13 and graph 5.14 shows that preference of pepsi is
highest that is 50%.

 Q.7.2

 5.15 7Up
 Frequency Percent Valid Percent Cumulative
Percent

1=Highly Preferable 3 7.5 7.5 7.5

2=Preferable 13 32.5 32.5 40.0

3=none 7 17.5 17.5 57.5

Valid
4=Lower Preferable 12 30.0 30.0 87.5

5=Highly lower preferable 5 12.5 12.5 100.0

Total 40 100.0 100.0

 5.16 graph

interpretation:- above table and graph shows that people prefer 7 up as their 2 nd
choice of soft drink that is lower than other brands

 Q.7.3

 5.17 Mountain Dew

 Frequency Percent Valid Percent Cumulative
Percent

1=Highly Preferable 1 2.5 2.5 2.5

2=Preferable 3 7.5 7.5 10.0

3=none 17 42.5 42.5 52.5

Valid
4=Lower Preferable 7 17.5 17.5 70.0

5=Highly lower preferable 12 30.0 30.0 100.0

Total 40 100.0 100.0

 5.18 graph mountaion dew

interpretation:- above table and graph shows that people prefer mountain due as
their 2nd choice of soft drink that is lower than other 7 up.

 Q.7.3
  5.19Thums Up

Frequency Percent Valid Percent Cumulative

Percent

1=Highly Preferable 7 17.5 17.5 17.5

2=Preferable 10 25.0 25.0 42.5

3=none 3 7.5 7.5 50.0

Valid
4=Lower Preferable 12 30.0 30.0 80.0

5=Highly lower preferable 8 20.0 20.0 100.0

Total 40 100.0 100.0

 5.20 graph thums up

interpretation:- above table and graph shows that people prefer thumbs up less than
other brands.
 Q.7.4

 5.21 Slice

Frequency Percent Valid Percent Cumulative

Percent

1=Highly Preferable 9 22.5 22.5 22.5

2=Preferable 9 22.5 22.5 45.0

3=none 10 25.0 25.0 70.0

Valid
4=Lower Preferable 5 12.5 12.5 82.5

5=Highly lower preferable 7 17.5 17.5 100.0

Total 40 100.0 100.0

 5.22 graph slice

interpretation:- above table and graph shows that people prefer slice as their 3rd
choice.
 Q.8How Often Do you use cold drinks within a month?

 5.23 How Often Do you use cold drinks within a month?

Frequency Percent Valid Percent Cumulative

Percent

1=1 to 3 times 19 47.5 47.5 47.5

2= 4 to 7 times 17 42.5 42.5 90.0

Valid 3= 8 to 11 times 3 7.5 7.5 97.5

4= 12 to above times 1 2.5 2.5 100.0

Total 40 100.0 100.0

 5.23 graph

Interpretation: - above table and graph shows that most of people drink pepsi 1 to 3
times in month and very people drink pepsi more than 4 times.
 Q.9Why do you select pepsi product?

 5.24 Why do you select pepsi product?

Frequency Percent Valid Percent Cumulative

Percent

1=low price 5 12.5 12.5 12.5

2=good quality / test 28 70.0 70.0 82.5

Valid 3=convenient quantity 5 12.5 12.5 95.0

4=convenient availability 2 5.0 5.0 100.0

Total 40 100.0 100.0

 5.24 graph
 Interpretation: - above table and graph shows that 70% respondents select pepsi
because of good quality and test.

 Q.10 When do you drink cold drink?

 5.25 When do you drink cold drink?

Frequency Percent Valid Percent Cumulative

Percent

2=at noon 6 15.0 15.0 15.0

3=at evening 25 62.5 62.5 77.5

Valid
4=at midnight 9 22.5 22.5 100.0

Total 40 100.0 100.0

 5.26 graph
 interpretation:- from above table and graph shows that most of people
drink pepsi cold drink at evening and very less people drink cold drink
at midnight

Q.11 Which advertising Media have dominance on such effect?

Q.11.1

5.27 T.V

Frequency Percent Valid Percent Cumulative

Percent

Valid 1=Highly Preferable 29 72.5 72.5 72.5

2=Preferable 10 25.0 25.0 97.5

 3=none 1 2.5 2.5 100.0

Total 40 100.0 100.0

 5.28 graph

Interpretation:- above table and graph shows that people think that t.v
have high impact of advertising .

Q.11.2 F.M.RADIO

5.29 F.M.RADIO

Frequency Percent Valid Percent Cumulative

Percent

Valid 1=Highly Preferable 1 2.5 2.5 2.5

 2=Preferable 3 7.5 7.5 10.0

3=none 9 22.5 22.5 32.5

4=Lower Preferable 26 65.0 65.0 97.5

5.00 1 2.5 2.5 100.0

Total 40 100.0 100.0

 5.30 graph

INTERPRETATION:
The above graph and table shows that F.M. RADIO is a lower preferable compare
to the t.v. .

Q.11.3NEWSPAPER
 5.31 NEWSPAPER

Frequency Percent Valid Percent Cumulative

Percent

1=Highly Preferable 1 2.5 2.5 2.5

2=Prefarable 7 17.5 17.5 20.0

Valid 3=none 22 55.0 55.0 75.0

4=Lower Preferable 10 25.0 25.0 100.0

Total 40 100.0 100.0

 5.32 graph

The above table and graph shows that newspaper is lower preferable compare to
the t.v. .

Q.11.4HOARDING/WALLPAPER
 5.33 HOARDING/WALLPAPER

Frequency Percent Valid Percent Cumulative

Percent

1=Highly Preferable 9 22.5 22.5 22.5

2=Prefarable 20 50.0 50.0 72.5

Valid 3=none 7 17.5 17.5 90.0

4=Lower Preferable 4 10.0 10.0 100.0

Total 40 100.0 100.0

 5.34 graph mountaion dew

interpretation:- The above graph and table shows that F.M. RADIO is a lower
preferable compare to the t.v and
 Q.12Promotional schemes affect most in your buying decision?

5.35 Promotional schemes affect most in your bung decision?

Frequency Percent Valid Percent Cumulative

Percent

1= X %Quantity Extra 15 37.5 37.5 37.5

2= X items free with

12 30.0 30.0 67.5
purchase of pepsi bottle

3= Rs X discount on popular
Valid 10 25.0 25.0 92.5
music concert

4=Submission of special
3 7.5 7.5 100.0
wrapper

Total 40 100.0 100.0

 5.36 graph

Interpretation:- above table and graph shows that x% quantity extra scheme
affect most in buying decision .
 Q.13 where do you most likely to drink cold drinks?

5.37 where do you most likely to drink cold drinks?

Frequency Percent Valid Percent Cumulative

Percent

1=In any retail shop 2 5.0 5.0 5.0

2=in restaurant and bar 9 22.5 22.5 27.5

3=At Home 9 22.5 22.5 50.0

Valid
4=On the street side 3 7.5 7.5 57.5

5=Any where 17 42.5 42.5 100.0

Total 40 100.0 100.0

 5.38 graph
 Interpretation: - above table and graphs shows that most of people likely to drink
cold drink. at anywhere .less people prefer to drink it on street as well.

Q.14From Where Do you usually Buy?

5.39 From Where Do you usually Buy?

Frequency Percent Valid Percent Cumulative

Percent

1=Grocery shop 18 45.0 45.0 45.0

2=From Departmental Store 21 52.5 52.5 97.5

Valid 3=Through Home delivery

1 2.5 2.5 100.0
jobbers

Total 40 100.0 100.0

 5.40 graph
 Interpretation: - above table and graph shows that most of people buy pepsi from
the departmental stores that is 52.5%.

Q.15 What is your view on Pepsi as a brand?

5.41 What is your view on Pepsi as a brand?

Frequency Percent Valid Percent Cumulative

Percent

Valid 1=Very Good 10 25.0 25.0 25.0

2=Good 21 52.5 52.5 77.5

3=Neutral 9 22.5 22.5 100.0

 Total 40 100.0 100.0

 5.42 graph

interpretation:- above table and graph shows that people like pepsi soft drink that
52.5% people rate pepsi as good brand

 5.2 Cross tabulation analysis:-

5.2.1 Gender * age Cross tabulation

Age Total

1=below 16 2=16 to 20 3=21 to 30 4= 31 to 40 5=ABOVE 41

Gender 1=male Count 3 6 11 2 2 24

% of Total 7.5% 15.0% 27.5% 5.0% 5.0% 60.0%

 Count 1 1 8 5 1 16
2=female
% of Total 2.5% 2.5% 20.0% 12.5% 2.5% 40.0%

Count 4 7 19 7 3 40
Total
% of Total 10.0% 17.5% 47.5% 17.5% 7.5% 100.0%

Interpretation: above gender and age cross tabulation represent,

 27.5% male in the age group 21 to 30 years.
 20% female in 21 to 30 years age group.
 5% male in the both 31 to 40 years and above 41 years.
 2.5% female in age group below 16 years, 16 to 20years and above 41 years

5.2.2 City * Gender Cross tabulation

Gender Total

1=male 2=female

Count 15 5 20
1=Palanpur
% of Total 37.5% 12.5% 50.0%
City
Count 9 11 20
2=Harij
% of Total 22.5% 27.5% 50.0%

Count 24 16 40
Total
% of Total 60.0% 40.0% 100.0%

Interpretation: above city and gender cross tabulation represent,

 37.5% male and 12.5% female from Palanpur city.
 22.5% male and 27.5% female from harij city.
5.2.3 City * age Cross tabulation

Age Total

1=below 16 2=16 to 20 3=21 to 30 4= 31 to 40 5=ABOVE 41

 Count 1 5 11 2 1
1=Palanpur
% of Total 2.5% 12.5% 27.5% 5.0% 2.5% 50.0
City
Count 3 2 8 5 2
2=Harij
% of Total 7.5% 5.0% 20.0% 12.5% 5.0% 50.0

Count 4 7 19 7 3
Total
% of Total 10.0% 17.5% 47.5% 17.5% 7.5% 100.0

Interpretation: above city and age cross tabulation represents,

 50% respondents from harij and 50% respondents from Palanpur.
 27.5% respondent belongs to 21 to 30 age group from Palanpur city
 20% respondent belongs to 21 to 30 age group from harij city.

5.2.4 age * Education Cross tabulation

Education Total

1=Below SSC 2=SSC 3=HSC 4=Graduate 5=Post

Graduate

Count 4 0 0 0 0 4
1=below 16
% of Total 10.0% 0.0% 0.0% 0.0% 0.0% 10.0%

Count 1 3 3 0 0 7
2=16 to 20
% of Total 2.5% 7.5% 7.5% 0.0% 0.0% 17.5%

Count 0 1 1 15 2 19
age 3=21 to 30
% of Total 0.0% 2.5% 2.5% 37.5% 5.0% 47.5%

Count 1 0 2 2 2 7
4= 31 to 40
% of Total 2.5% 0.0% 5.0% 5.0% 5.0% 17.5%

Count 0 1 0 2 0 3
5=ABOVE 41
% of Total 0.0% 2.5% 0.0% 5.0% 0.0% 7.5%
 Count 6 5 6 19 4 40
Total
% of Total 15.0% 12.5% 15.0% 47.5% 10.0% 100.0%

Interpretation: above education and age cross tabulation represent.

 10% respondents from the below 16 age.
 From age group 16 to 20, there is equal respondents , 7.5% from both SSC and HSC.
 From the age group 21 to 30, 37.5% respondents are graduate.
 From 31 to 40 age group, 5% respondents are HSC pass , graduate and post
graduate.
 Above 41 age group,5% respondents are graduate.

5.2.5 City * Education Cross tabulation

Education Total

1=Below SSC 2=SSC 3=HSC 4=Graduate 5=Post Graduate

Count 2 1 6 11 0 20
1=Palanpur
% of Total 5.0% 2.5% 15.0% 27.5% 0.0% 50.0%
City
Count 4 4 0 8 4 20
2=Harij
% of Total 10.0% 10.0% 0.0% 20.0% 10.0% 50.0%

Count 6 5 6 19 4 40
Total
% of Total 15.0% 12.5% 15.0% 47.5% 10.0% 100.0%

Interpretation: - above education and city cross tabulation represent.

 From Palanpur, 27.5% respondents are graduate.
  Only 2.5% respondents are SSC pass.
 From harij city 10% respondents below SSC and SSC pass.
 Only 20% respondents are graduate and 10% respondents are post graduate.

5.3 Hypotheses testing:-

5.3.1 age * Pepsi Cross tabulation

Pepsi Total

1=Highly 2=Preferable 3=none 4=Lower 5=Highly lower

Preferable Preferable prefarable

Age Count 2 1 0 1 0 4
1=below 16
% of Total 5.0% 2.5% 0.0% 2.5% 0.0% 10.0%

Count 4 1 0 1 1 7
2=16 to 20
% of Total 10.0% 2.5% 0.0% 2.5% 2.5% 17.5%

3=21 to 30 Count 13 2 1 2 1 19
 % of Total 32.5% 5.0% 2.5% 5.0% 2.5% 47.5%

Count 0 1 2 0 4 7
4= 31 to 40
% of Total 0.0% 2.5% 5.0% 0.0% 10.0% 17.5%

Count 1 0 0 0 2 3
5=ABOVE 41
% of Total 2.5% 0.0% 0.0% 0.0% 5.0% 7.5%

Count 20 5 3 4 8 40
Total
% of Total 50.0% 12.5% 7.5% 10.0% 20.0% 100.0%

Interpretation: - preference of pepsi and age cross tabulation represent ,

 5% people from below 16 year highly prefer pepsi soft drink.
 10% people highly prefer pepsi soft drink from age group between 16 to 20 years.
 age group 31 to 40 years and above 41 year ,they don’t prefer highly pepsi soft
drink.

H0: there is no significance difference between age and preference for

pepsi soft drink

H1:: there is a significance difference between age and preference for

pepsi soft drink

5.3.2 Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 24.425a 16 .081

Likelihood Ratio 26.910 16 .042

Linear-by-Linear Association 4.982 1 .026

N of Valid Cases 40
 a. 24 cells (96.0%) have expected count less than 5. The minimum expected count is .23.

Interpretation:- ABOVE table Pearson Chi-Square represent P value 0.081 which is

more than 0.05 significance level so h0 is accepted. So, there is significance
difference between age and preference for pepsi soft drink

2)
. 5.3.3 Gender * Promotional schemes affect most in your buying decision? Crosstabulation

Promotional schemes affect most in your bung decision? Total

1= X %Quantity 2= X items free 3= Rs X discount 4=Submission of

Extra with purchase of on popular music special wrapper
pepsi bottle concert

Gender Count 11 6 5 2 24
1=male
% of Total 27.5% 15.0% 12.5% 5.0% 60.0%

2=female Count 4 6 5 1 16
 % of Total 10.0% 15.0% 12.5% 2.5% 40.0%

Count 15 12 10 3 40
Total
% of Total 37.5% 30.0% 25.0% 7.5% 100.0%

Interpretation: - above 5.3.3. gender and promotional schemes affection in buying

decision cross tabulation represent,
 27.5% male respondent affect by x% quantity extra in buying decision
 5% male respondents affect by submission of special wrapper in buying
decision.
 15% respondents female affect by X items free with purchase of pepsi bottle
 2.5% female respondents affect by submission of special wrapper in buying
decision.

H0: there is no significance difference between Gender and buying decision.

H1: there is no significance difference between Gender and buying decision.

5.3.4 Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 2.083a 3 .555

Likelihood Ratio 2.126 3 .547

Linear-by-Linear Association .743 1 .389

N of Valid Cases 40

a. 4 cells (50.0%) have expected count less than 5. The minimum

expected count is 1.20.
 Interpretation: - above table Pearson Chi-Square represent P value 0.555 which is
more than 0.05 significance level so h0 is accepted. So, there is significance
difference between age and preference for pepsi soft drink

so, there is a significance difference between gender and promotional scheme.

 Findings:-
