Professional Documents
Culture Documents
1 Tto 5
1 Tto 5
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.
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.
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
1.2. Overview
1.2.1 Non-alcoholic 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.
2
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.
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.
3
1.2.6 Sleep drinks
4
1.2.7Alcoholic drinks
1.2.8 Beer
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.
5
1.2.9 Cider
1.2.10 Wine
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
6
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
Hot drinks
1.2.12 Coffee
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.
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.
8
1.3-Indian Scenario
Packaged Non-Alcoholic Beverages Market In India
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.
Market Segmentation
By Product Type
Fruit Juices
Carbonated Drinks
Functional Drinks
Packaged Drinking Water
Ethnic Drinks
Dairy-Based Drinks
9
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
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.
10
1.3.3 Key Findings in India Packaged Non-Alcoholic Beverages Market
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.
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.
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.
11
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.
12
1.4. Major Player
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
3) KWEICHOW MOUTAI
13
4) PEPSICO INC
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
14
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
15
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
16
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.
17
(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
18
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
19
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
20
3.1 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.).
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.
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.
21
3.2.2 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.
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.
22
3.2.3 STEPS IN DECISION MAKING PROCESS
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-Purchase Behaviour
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.
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.
23
3.2.6 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.
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.
24
3.3 LEVELS OF CONSUMER DECISION MAKING
25
4.1 Research design:-
almost everyone likes soft drink like pepsi, but main problem we have
faced is that not every age group drinking pepsi soft drink so the
reviews or suggestion and their statement is given by the youngsters
age group .
26
4. To understand source of information that make male and female aware
of pepsi soft drink.
6. to find out the buying behaviour and consumption pattern of pepsi soft
drink.
4.5 hypotheses:-
Observation,
survey
questionnaire
City Number
of
sample
selected
Palanpur 20
Harij 20
27
4.8 Sampling method
We prepare structured and non disguised questionnaire for collecting the data
from respondents.
frequency
cross tabulation
Annova
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.
28
Table 5.1 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
7
Studen .
Occu t 23 5
3 patio
Servic 2
n
e 8 0
2
Profes .
sion 1 5
House 4 1
29
Wife 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
30
Interpretation: - from above table 5.2.1 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.
31
Interpretation: from above table 5.2.3 and graph,5.2.4 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
32
Interpretation: the above table 5.2.5 and graph 5.2.6 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.
33
Interpretation :- above table 5.2.4 shows that graduate respondents are more than
any others. That is 47.5% and respondent who is post graduate is only 10%.
34
Interpretation: - the above table 5.2.5 and graph shows that there 50% respondents
are from Palanpur and there is 50% respondents are from harij.
35
Interpretation:- above table 5.2.6 and graph shows that 100% respondents are
consume pepsi soft drink.
5.2.13 Pepsi
36
graph 5.2.14 ;-
Interpretation:- above table 5.2.13 and graph 5.2.14 shows that preference of
pepsi is highest that is 50%.
Q.7.2
5.2.15 7Up
37
5.2.16 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
38
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
5.2.19Thums Up
39
5.2.20 graph thums up
interpretation:- above table and graph shows that people prefer thumbs up less than
other brands.
Q.7.4
5.2.21 Slice
40
5=Highly lower preferable 7 17.5 17.5 100.0
interpretation:- above table and graph shows that people prefer slice as their 3rd
choice.
41
5.2.23 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.
42
Total 40 100.0 100.0
5.2.24 graph
Interpretation: - above table and graph shows that 70% respondents select pepsi
because of good quality and test.
43
5.2.26 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.11.1
5.2.27 T.V
44
2=Preferable 10 25.0 25.0 97.5
5.2.28 graph
Interpretation:- above table and graph shows that people think that t.v have high
impact of advertising .
Q.11.2 F.M.RADIO
5.2.29 F.M.RADIO
45
1=Highly Preferable 1 2.5 2.5 2.5
5.2.30 graph
int
erpretation : The above graph and table shows that F.M. RADIO is a lower
preferable compare to the t v.
Q.11.3NEWSPAPER
5.2.31 NEWSPAPER
46
2=Prefarable 7 17.5 17.5 20.0
5.2.32 graph
interpretation: The above table and graph shows that newspaper is lower
preferable compare to the tv.
Q.11.4 HOARDING/WALLPAPER
5.2.33 HOARDING/WALLPAPER
47
3=none 7 17.5 17.5 90.0
interpretation:- The above graph and table shows that F.M. RADIO is a lower
preferable compare to the t.v and
48
2= X items free with purchase
12 30.0 30.0 67.5
of pepsi bottle
3= Rs X discount on popular
10 25.0 25.0 92.5
music concert
4=Submission of special
3 7.5 7.5 100.0
wrapper
5.2.36 graph
Interpretation:- above table and graph shows that x% quantity extra scheme
affect most in buying decision .
49
Frequency Percent Valid Percent Cumulative
Percent
5.2.38 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.
50
Frequency Percent Valid Percent Cumulative
Percent
5.2.40 graph
Interpretation: - above table and graph shows that most of people buy pepsi from
the departmental stores that is 52.5%.
51
Frequency Percent Valid Percent Cumulative
Percent
5.2.42 graph
interpretation:- above table and graph shows that people like pepsi soft drink that
52.5% people rate pepsi as good brand
5.3 Cross tabulation analysis:-
Age Total
52
1=below 16 2=16 to 20 3=21 to 30 4= 31 to 40 5=ABOVE 41
Count 3 6 11 2 2 24
1=male
% of Total 7.5% 15.0% 27.5% 5.0% 5.0% 60.0%
Gender
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%
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%
Age Total
53
Count 1 5 11 2 1 20
1=Palanpur
% of Total 2.5% 12.5% 27.5% 5.0% 2.5% 50.0%
City
Count 3 2 8 5 2 20
2=Harij
% of Total 7.5% 5.0% 20.0% 12.5% 5.0% 50.0%
Count 4 7 19 7 3 40
Total
% of Total 10.0% 17.5% 47.5% 17.5% 7.5% 100.0%
Education Total
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%
54
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.
Education Total
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%
55
5.4 Hypotheses testing:-
Pepsi Total
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%
Count 13 2 1 2 1 19
3=21 to 30
% of Total 32.5% 5.0% 2.5% 5.0% 2.5% 47.5%
4= 31 to 40 Count 0 1 2 0 4 7
56
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%
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
57
2)
. 5.4.3 Gender * Promotional schemes affect most in your buying decision? Crosstabulation
Count 11 6 5 2 24
1=male
% of Total 27.5% 15.0% 12.5% 5.0% 60.0%
Gender
Count 4 6 5 1 16
2=female
% 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%
58
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.
N of Valid Cases 40
a. 4 cells (50.0%) have expected count less than 5. The minimum expected
count is 1.20.
59
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
Findings:-
o from this research , we found that ,the users of pepsi in the various
categories like age group, gender and education.
o 60% male respondents and 40% female respondents are consuming pepsi.
o 47.5% respondents age is between 21-30 and only 7.5 respondents age is
above 41
o 47.5% graduate and only 10% post graduate people consuming pepsi.
60
Suggestions:-
o it is quite easy if they also make packaging like small quantity pouch
61
o the soft drinks may be suffering from kidney failures, obesity,
Diabetes, teeth and bone damage and reproduction 277 problems etc.
Hence, suggested to keep these health problems in their mind at the
time of production of soft drinks.
References:-
https://en.wikipedia.org/wiki/Pepsi
https://en.wikipedia.org/wiki/Drink
https://shodhganga.inflibnet.ac.in/bitstream/10603/61133/8/08
_chapter%203.pdf
https://www.value.today/world-top-companies/beverages
https://en.wikipedia.org/wiki/PepsiCo
https://www.goldsteinresearch.com/report/india-packaged-non-
alcoholic-beverages-market-size-analysis
http://www.ijlera.com/papers/v2-i12/13.201712602.pdf
http://www.journalcra.com/article/comparative-study-consumer-
perception-towards-carbonated-beverage-industrywith-respect-coca
https://pubmed.ncbi.nlm.nih.gov/12828230/
62
https://www.researchgate.net/publication/11216234_Food_and_drin
k_consumption_sociodemographic_factors_and_dental_caries_in_4
https://www.slideshare.net/AnoopMishra33/07-chapter-2-59046498
https://sg.inflibnet.ac.in/bitstream/10603/132655/8/08_chapter2.pdf
QUESTIONNAIRE
Dhaval Desai
Nikunj Pankhaniya
Manisha Thakkar
Reshma Rabari
63
Demographic Profile of Respondents
64
Graduate [ ]
SSC [ ] HSC [ ]
Yes [ ] No [ ]
3. How often do you use cold drinks within a week? (Please tick any one)
8 to 3 times [ ] 4 to 7 times [ ]
8 to 11 times [ ] 12 to above times [ ]
At morning [ ] At noon [ ]
At Evening [ ] At midnight [ ]
6. Which advertising Media have dominance on such effect? Please rank them
from higher to lower i.e.1, 2, 3… 5)
65
T.V. [ ] F.M./Radio [ ]
Press [ ] Hoarding Board/Wall Paper [ ]
X% quantity extra [ ]
X items free with purchase of Pepsi bottle [ ]
Rs X discount on popular music concert [ ]
Submission of special wrapper [ ]
Any where [ ]
Ans:___________________________________________________________
_______________________________________________________________
_______________________________________________________________
______________________
66
67