ON

“CUSTOMERS SATISFACTION OVER SOFT DRINKS MFD

BY COCA COLA PVT.LTD.”

SUBMITTED BY:
SAJAL SAXENA
BBA 3RD (6THSEM)
ROLL NO: 1705465071045

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY

 DECLARATION

This is to certify that I have completed the Project Report on “CUSTOMERS SATISFACTION
OVER SOFT DRINKS MFD BY COCA COLA PVT. LTD.” in partial fulfillment of the
requirement for the award of degree of Bachelor Of Business Administration at Aligarh college
of Engineering and Technology, Aligarh. This is an original piece of work and I have not
submitted it earlier elsewhere.

Sajal Saxena
BBA
Acet,Aligarh
 ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher as well as our HOD who
gave me the golden opportunity to do this wonderful project report on “CUSTOMERS
SATISFACTION OVER SOFT DRINKS MFD BY COCA COLA PVT. LTD.” which also
helped me in doing a lot of Research and I came to know about so many new things I am
really thankful to them.

Secondly I would also like to thank my parents and friends who helped me a lot in finalizing this
project within the limited time frame.

~SAJAL SAXENA

BBA 3rd Year[6thSEM]

 PREFACE

In summer the consumption of soft drinks is more due to hot weather in thus time chilled weather is
needed everywhere and everybody irrespective of age differences. In the market people not need only
water, but they want same taste too. Here comes the need of the soft drinks: it become the essential part
of the market as people like it in additional to the bottles. Now day’s packages of the soft drinks i.e.
Tin cans. Pet packs of i.e. Litters canisters and dispensers are introduced to enhance the impact in sales.

The main objective of this report is to supplement theoretical knowledge with exposure to practical
Operator of an organization or industry. The report is based on the customer satisfaction over the coca
cola soft drinks.

We undergo the research and conduct the survey and ask the questions to the consumers which usually
prefer the soft drinks through the questionnaires.The questions are asked to the candidates help us to
know more about the satisfaction level of the customers of coca cola.

To get know about the perception of consumers help the organization to do much better and make
diversification in the product as the expectation of the consumer.
This report is based on true perception of the consumers and fully elaborates the level of customer
satisfaction over the soft drinks manufactured by the Coca Cola.
 CONTENT

CHAPTER-1

PAGE NUMBER (1-9)

❖ INTRODUCTION
❖ NEED OF THE STUDY
❖ OBJECTIVE OF THE STUDY
❖ SCOPE OF THE STUDY
❖ RESEARCH METHODOLOGY
❖ LIMITATION OF THE STUDY

CHAPTER-2

PAGE NUMBER (10-34)

❖ INDUSTRIAL PROFILE
❖ ORGANIZATIONAL PROFILE
➢ COCA COLA PVT.LTD.
➢ MISSION
➢ VISSION
➢ VALUES
➢ FIVE FORCE ANALYSIS
➢ BUSINESS STRATEGY

CHAPTER-3

PAGE NUMBER (35-41)

❖ THEORTICAL ASPECT OF THE STUDY
 CHAPTER-4

PAGE NUMBER (42-52)

❖ DATA ANALYSIS AND INTERPRETATION

CHAPTER-5

PAGE NUMBER (53-56)

❖ FINDINGS
❖ SUGGESTIONS
❖ CONCLUSION

ANNEXURE

PAGE NUMBER (57-61)

❖ QUESTIONNAIRES
❖ BIBLIOGRAPHY
 CHAPTER:1

❖ INTRODUCTION

❖ NEED OF THE STUDY

❖ OBJECTIVE OF THE STUDY
❖ SCOPE OF THE STUDY
❖ RESEARCH METHODOLOGY
❖ LIMITATIONS OF THE STUDY

1
 INTRODUCTION

The project was carried for the Completion of Bachelor in Business Management from the
Aligarh College Of Engineering and Technology.

The aim behind this project was to get an exposure to the working environment in an organization.
It was a great opportunity to relate concepts learned by me to the practical application in the
organization.
This project not only helped me in interacting with highly experienced managers but also made me to
improve practical knowledge.
Considering this type of perishable products like soft-drinks.

I wanted to learn about :

• Whether the consumer of this product use it or not?

• What features do they look for?
• What benefit do they seek?
• How likely they like to consume such products?

The answers for these questions can be found through consumer research and can provide
manufactures with important inputs for the products in terms of:

• Scheduling
• Design
• Modifications
• Promotional activities

2
 NEED FOR THE STUDY

With the economic liberalization in India a number of global companies have been coming
forward to invest in India and tapping perhaps and world's biggest growing market. As the
floodgates have been opened up for Multinational Companies, the global giant Coca-Cola also
decided to make an entry into the Indian market. In India, the per capita consumption of soft
drinks is at rock bottom level even less than our neighboring countries Pakistan and
Bangladesh, where it is four times as much.

The last summer was particularly sweltering one, with temperatures hitting the high 40's in
some places yet; bottles were disappearing from shelves faster than they could be replaced. In
the peak season, they found themselves short of capacity and having to turn around their
trucks faster and faster to slake the Great-Indian Thirst.

With growth rates zooming into the double digits, bottlers have been propelled into expanding
capacities. With their big-time plans, the multinationals have changed the face of this
business, long dominated by small-time businessmen. If demand continues to increase
annually at an average of 20 percent, then volumes could reach one billion cases within ten
years.

These arc ambitious targets and to reach them the cola makers will have to build capacity,
infrastructure, make their bottlers more available and more affordable. There are 5, 00,000
retailers stocking soft drinks in India. Also, soft drinks which retail at anywhere between
Rs.9.00 and Rs.12.00 are expensive when measured against purchasing power.
As they concoct their strategies, keeping an eye on each other all the time, ultimately there's
only one guy they have to watch out for, who will determine their fortunes: the consumer. The
real race to quench his thirst has just begun

3
 OBJECTIVE OF THE PROJECT

➢ The main objective of this project is to study and understand customer’s satisfaction
level on soft drinks by Coca-Cola.
➢ To study about the customers perception with regard Coca-Cola

➢ To understand the Promotional Strategies

4
 SCOPE OF THE STUDY

In this competitive modern age where different qualities and types of goods exist; branding is
given special importance in the business world not only giving separate identity but also easy
recognition to the product and so also creates a special brand preference

Customer satisfaction covers all the areas of importance to consumers which in-turn helps the
company in preparing strategies for a well-built and improved Customer satisfaction for the
product of the company. The subject is studied for the improvement of the product in view of
the limitations of the study, which will help me in acquiring a better insight and understanding
the trivial aspects of the Customer satisfaction.

5
 RESEARCH METHODOLOGY

Data will be collected from a sample of size 50 and distributed over different areas by using

❖ SIMPLE RANDOM SAMPLING.

1. Demographic Segmentation

2. Use-Related Segmentation

1. Demographic Segmentation

Demographic segmentation refers to division of the market into groups based on variables such
as age, gender family size, income, occupation, education, religion, race and nationality. This
division is done in order to make marketing easier and avoid wastage of resources
2. Use-Related Segmentation

Use-related segmentation is defined as a popular and effective form of segmentation that

categorized consumers in terms of product, service, or brand-usage characteristics, such as
usage rate, awareness status, and degree of brand loyalty.

❖ ANALYSIS

1. Data Analysis is done both qualitatively and quantitatively.

2. The analysis is presented pictographically using bar graph

❖ SAMPLING

Selection of Sample:

Sampling allows us to concentrate our attention upon relatively small number of people and
hence devote more energy to ensure that the information collected from them is accurate.

6
 Population:

People from the Aligarh city

Sampling Size:

50 Respondents only.

Sample Method:
Simple Random Sampling.

❖ RESEARCH DESIGN

The research design had a main phase.

❖ SURVEY

A field of applied statistics, survey methodology studies the sampling of individual

units from a population and the associated survey data collection techniques, such as questionnaire
construction and methods for improving the number and accuracy of

responses to surveys. For the survey purpose I selected a part of the Mathura city.

❖ DATA COLLECTION METHODS:

➢ Primary data : Personal interactions, survey

➢ Secondary data : Internet, Books and Media sources( newspapers and magazines)

❖ MEASURMENT TECHNIQUES

This project is analyzed by taking in consideration the various data which is been collected
during the study. I was very important to analysis the data and representing these data
graphically and chronologically i.e. the data which is collected is analyzed with the help of:

7
 Bar graphs

 Percentage tables

Bar graphs:

A bar chart or bar graph is a chart with rectangular bars with lengths proportional to the
values that they represent. The bars can be plotted vertically or horizontally.

Percentage:
A percentage is a number or ratio expressed as a fraction of 100. It is often denoted using the

percent sign, "%", or the abbreviation "pct

8
 LIMITATIONS OF THE STUDY

❖ The study is conducted within the confines of the city

❖ The study made use of both the primary and secondary sources of information but more
stress was laid up on secondary data source.
❖ Due to lack of time and finances, the sample size is confined to 50 only.

❖ Study is confined to consumers mostly belonging to age group between 20-25 years

9
 CHAPTER-2

❖ INDUSTRIAL PROFILE
❖ ORGANIZATIONAL PROFILE
➢ COCA-COLA PVT LTD
➢ MISSION
➢ VISSION
➢ VALUES
➢ FIVE FORCE ANALYSIS
➢ BUSINESS STRATEGIES

10
 INDUSTRIAL PROFILE

A soft drink (also called soda, pop, coke,

soda pop, fizzy drink, tonic, seltzer, mineral,
sparkling water, lolly water or carbonated
beverage) is a beverage that typically contains
water (often, but not always, carbonated
water), usually a sweetener and usually a
flavoring agent. The sweetener may be sugar,
high-fructose corn syrup, fruit juice, sugar
substitutes (in the case of diet drinks) or some
combination of these. Soft drinks may also
contain caffeine, colorings, preservatives and
other ingredients

Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts
of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the
total volume if the drink is to be considered non-alcoholic. Fruit juice, tea and other such non-
alcoholic beverages are technically soft drinks by this definition but are not generally referred
to as such.

Soft drinks may be served chilled or at room temperature, and some, such as Dr. Pepper, can
be served warm.

The first marketed soft drinks in the Western world appeared in the 17th century. They were
made of water and lemon juice sweetened with honey. In 1676, the Compagnie des
Limonadiers of Paris was granted a monopoly for the sale of lemonade soft drinks. Vendors
carried tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty
Parisians.

The entry of carbonated soil drink into the Indian soil is relatively new. The credit for
introducing branded soil drink goes to pure drinks private Ltd, Delhi. Later this company
became the franchised bottler of Coca-Cola Export Corporation. Accordingly, in 1950 Coca -
Cola made its first debut in the Indian market.

11
This is the story about the origin of soft drinks in India. After Coca-Cola, Pepsi entered into
the market. The exit of Pepsi made coke the undisputed leader in the soft drinks market. This
company too was forced to leave India due to its non-compliance with the rules and
regulations of the Government in 1977. The exit of coke becomes a boom to national
manufactures and all the players started increasing their business. Among the many national
players like pure drinks Me Dowels, Modem foods, Spencer's and parley, Parle emerged as
the leader in the Indian soft drink market. It is believed that by the end of 1989. Parle
captured more than 75% of the national soft drink market.

In 1990, Pepsi reentered India and started making more noise in the market. All the same, it
grabbed considerable market share from parley. Besides this, Coke also reentered India after
16 years of exile, fearing that, it cannot cling to its market leadership. Parle sold itself to
Coca-Cola for $40 Million November, 1993.

By buying over local competition the two American Cola giant share cleared up the arena
and are packing all their power behind building the Indian franchise of their global girdling
brands. If Pepsi invests Rs. 300 core, Coke will be investing more than that and vice versa.
The total investment is of a size and scale that the Rs. 3048 cork soft drink businesses have
never seen before.

Both players see enormous potential in this country. Where swigging a carbonated beverage
is still considered as treat virtually a luxury. Consequently by world standards India's per
capita consumption of three servings is rock bottom less even than over neighbors Pakistan
and Bangladesh. Where is four times as much so, the cola giants feel that per caps can only
go up and up. As incomes improve so do life styles a pattern they have seen in many of the
195 countries they sell their universal products.

This report is highly focused on providing insights about the Carbonated Soft Drinks in
India where the market consists of cola products and non-cola products of which the cola
segment constitutes 62%, non-cola segment is bagged with 30% and Energy Drinks
Segment is 8% which has been growing at a CAGR of 29% from 2009. Furthermore the
urban areas report a dramatically high consumption of aerated drinks as compared to rural
areas, where Delhi is on the top of the list for Carbonated Soft Drink consumption. The
report reveals the market share and size of the top players in the Industry being Coke and
Pepsi with a combined Market share of 95%.

12
 The research further reveals that the Western region accounts for 32% of the Carbonated
Soft drink Industry in India, in spite of a never ending rivalry, between the major players.
Porter’s five force model has been effectively used to understand the competition situation
prevailing in the Industry coupled with PEST analysis to understand the macro economic
conditions of the Industry.

MARKET SEGMENT OF FOOD INDUSTRIES

Food Industries Shares

Fruits, Vegetables, Meat, Fish, Oil 40%

Dairy Products 5%

Grain Mill Products 10%

Soft drinks 12%

Beverages 20%
Fruit beverages 5%

Others 3%

Others 25%

TOTAL 100%

13
MARKET SHARE OF VARIOUS FOOD PROCESSING INDUSTRIES

Market Segment
Fruits, Vegetables, Meat, Fish, Oil
Dairy Products
25%

40%
Grain Mill Products

20% Beverages

10%
Others
5%

MARKET SHARE OF DIFFERENT BEVERAGES

Share
others
15%

fruit
beverages Soft drinks
25% 60%

14
 ORGANIZATION PROFILE

COCA – COLA Pvt. Ltd

Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early
growth was impressive, but it was only when a strong bottling system developed that Coca-
Cola became the world-famous brand it is today.

1894 … a modest start for a bold idea

In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called
Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola
to sell, using a common glass bottle called a Hutchinson.
Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him
but took no action. One of his nephews already had urged that Coca-Cola be bottled, but
Candler focused on fountain sales.

1899 … The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they could build a business
around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B.
Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States --
for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their
venture.

1916 … Birth of the Contour Bottle

Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators. A
group representing the Company and bottlers asked glass manufacturers to offer ideas for a
distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won
enthusiastic approval. The Contour Bottle became one of the few packages ever granted
trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the
world - even in the dark!

15
1920s … Bottling overtakes fountain sales
As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their
ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit starting in 1923. A few
years later, open-top metal coolers became the forerunners of automated vending machines.
By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales.

1920s and '30s … International

expansion

Led by Robert W. Woodruff, chief

executive officer and chairman of the
Board, the Company began a major push to
establish bottling operations outside the
U.S. Plants were opened in France,
Guatemala, Honduras, Mexico, Belgium,
Italy and South Africa. By the time World
War II began, Coca-Cola was being bottled
in 44 countries.

1950s … Packaging innovations

For the first time, consumers had choices of

Coca-Cola package size and type-the
traditional 6.5 ounce Contour Bottle, or
larger servings including 10-, 12- and 26-
ounce versions. Cans were also introduced,
becoming generally available in 1960.

16
1960s … New brands introduced

Sprite®, Fanta®, Fresca® and TAB® joined brand Coca-Cola in the 1960s. Mr. Pibb® and
Mello Yello® were added in the 1970s. The 1980s brought diet Coke® and Cherry Coke®,
followed by POWERaDE® and Fruitopia® in the 1990s. Today scores of other brands are
offered to meet consumer preferences in local markets around the world.

1990s … New and growing markets

Political and economic changes opened vast markets that were closed or underdeveloped for
decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in
Eastern Europe. As the century closed, more than $1.5 billion was committed to new bottling
facilities in Africa.

21st Century …

The Coca-Cola bottling system grew up with roots deeply planted in local communities. This
heritage serves the Company well today as consumers seek brands that honor local identity
and the distinctiveness of local markets. As was true a century ago, strong locally based
relationships between Coca-Cola bottlers, customers and communities are the foundation on
which the entire business grows.

At the core of our business in India, as in the rest of the world is our production and
distribution network, which we call the “Coca-Cola system”. Globally, the Coca-Cola system
includes our Company and more than 300 bottling partners. The Coca-Cola Company
manufactures and sells concentrate and beverage bases. Our authorized bottlers combine our
concentrate or beverage bases as the case may be with sweetener (depending on the product),
water or carbonated water to produce finished beverages. These finished beverages are
packaged in authorized containers bearing our trademarks -- such as cans, refillable glass
bottles, non-refillable PET bottles and tetra packs -- and are then sold to wholesalers or
retailers. In India, additionally, the Company also sells certain powdered beverage mixes such
as Vitingo.

17
Our beverages reach our ultimate consumers through our customers: the grocers, small
retailers, hypermarkets, restaurants, convenience stores and millions of other businesses that
are the final points of distribution in the Coca-Cola system. What truly defines the Coca-Cola
system, and indeed what makes it unique among businesses, is our ability to create value for
our customers and consumers.

In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola
Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and
beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely,
Hindustan Coca-Cola Beverages Pvt Ltd; thirteen licensed bottling partners of The Coca-Cola
Company, who are authorized to prepare, package, sell and distribute beverages under certain
specified trademarks of The Coca-Cola Company; and an extensive distribution system
comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells
concentrate and beverage bases to authorized bottlers who use these to produce our portfolio
of beverages. These authorized bottlers independently develop local markets and distribute
beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses.
In turn, these customers make our beverages available to consumers across India.

LOGO OF COCA-COLA LTD

18
 Key People:
Founder: Asa Griggs Candler
President and CEO: Muhtar Kent
Headquarters: Midtown Atlanta, Georgia

Key People INDIA

Deputy President and CEO: Atul Singh, Pacific Group
Deputy Business Unit President: Venkatesh Kini, India & South West Asia
Headquarters: Gurgaon, Haryana

COKE PRODUCTS IN INDIA:

❖ Coca-Cola ❖ GEORGIA Gold

❖ Diet Coke ❖ Minute Maid
❖ Thums Up ➢ Pulpy Orange
❖ Sprite ➢ Nimbu Fresh
❖ Fanta ➢ Guava
❖ Limca ➢ Apple
❖ Maaza ➢ Mango
❖ Burn ➢ Mixed Fruit
❖ Kinley Water ➢ 100% Grape Juice
❖ Kinley Soda ➢ 100% Apple Juice
❖ Schweppes ➢ 100% Orange Juice

19
OUT OF WHICH:

❖ Coca-Cola, Maaza, Kinley water, Sprite, Minute Maid, GEORGIA Goldand Kinley
sodaare Coca-Cola products
❖ Thums up, Limca, Fanta are the products of Parle which are purchased by the Coca-
Cola Co.
❖ Schweppes was launched in India in 1999 after the international takeover of the
brand from Cadbury Schweppes.

PROFITABLE BRANDS ARE:

• 300ml - Maaza, Coke, Sprite

• 600 ml - all brands

• 2 liters – All brands

EVOLUTION IN COCA-COLA BOTTLES OVER THE YEARS

20
ATUL SINGH, CEO AND PRESIDENT, COCA-COLA INDIA WITH
VARIOUS COCA-COLA PRODUCTS.

VARIOUS PRODUCTS OF COCA-COLA

21
 VISION

Our vision serves as the framework for our Road map and guides every aspect of our
business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can

Be
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and

satisfy people’s desires and needs

Partners: Nurture a winning network of customers and suppliers, together we create

mutual, enduring value

Planet: Be a responsible citizen that makes a difference by helping build and

support sustainable communities

Profit: Maximize long-term return to share owners while being mindful of our

overall responsibilities
Productivity: Be a highly effective, lean and fast-moving organization

22
 MISSION

Our Road map starts with our mission, which is enduring. It declares our purpose as a
Company and serves as the standard against which we weigh our actions and decisions.

❖ To refresh the world...

❖ To inspire moments of optimism and happiness...

❖ To create value and make a difference

23
 VALUES

They are guided by shared values that they will live by as a company and as individuals.

❖ Leadership: "The courage to shape a better future"

❖ Passion: "Committed in heart and mind"

❖ Integrity: "Be real"

❖ Accountability: "If it is to be, it’s up to me"

❖ Collaboration: "Leverage collective genius"

❖ Innovation: "Seek, imagine, create, delight"

❖ Quality: "What we do, we do well"

24
 FIVE FORCES ANALYSIS

Michael Porter has explained the competition in an industry using an economic structure that is
shaped by five basic competitive factors that include, new entrants to the industry, the bargaining
power of the customers and the suppliers, the threat of substitute products and the rivalry amongst
existing firms.

a) Competition from rival sellers (Moderate to High)

There is a very hostile competition in the beverage industry, in this case the main rivals are Pepsi
Cola and Coca cola. Both these companies have the highest shares in the soft drinks market, the
cost of switching between them is very low. Additionally, Coca cola has Dr Pepper and RC cola
as their rivals as well.

b) Threat from potential new entrants (Low to Moderate)

There is quite low possibility for the threat of new entrants to the beverage industry, as company
such as Coca cola has different distribution deals and special licensing deal with fast food chains
like Mc Donalds (Gelles, 2014). Additionally, they have brand dominance in the market.

c) Competition from producers of substitute products (Low to Moderate)

The main substitutes of Coca cola are the Caffeine products like Nescafe and Lipton iced tea as
well as fruit juices. There is a high number of substitutes for Coca cola and the switching
Competition from rival sellers Moderate to High Threat from potential new entrants Low to
Moderate Buyer bargaining power Low to Moderate Competition from producers of substitute
products Low to Moderate Supplier bargaining power Low to Moderate Page | 10 cost are low
for the customers, in addition, the substitutes are of good quality so the threat from substitutes is
moderate.

d) Supplier bargaining power

Coca cola rely on ethical standard while choosing their supplier, they consider it as an important
base for their growth. They ensure that their suppliers and bottling partners are matching the
standards as per the law. Additionally, the suppliers are being assessed as per the Supplier
Guiding Principles and they are being trained well ethically. They have high number of suppliers
which reduces their power from moderate to low.

25
 e) Customer bargaining power (Low to Moderate)
Large retailers, like Wal-Mart and Coca cola, have bargaining power because of the large order
quantity, but the bargaining power is reduced because of the consumer brand loyalty. Whereas
customers have low bargaining power as they buy in low quantities which doesn’t affect the
bargaining power.

Threat from potential new entrants

Low to Moderate

Supplier bargaining power Competition from rival sellers Buyer bargaining

power Low to Moderate Moderate to High Lowto Moderate

Competition from producers of

substitute products
Low to Moderate

26
 BUSINESS STRATEGY

❖ Broad differentiation

The Coca Cola Company follows a broad differentiation strategy. The company has
superior quality beverage products, packaging, high brand image and recognition, the Coca
Cola System, beregaes' taste, strong marketing capabilities, strong brand loyalty, and a
strong global reach (Vrontis & Sharp, 2003). In terms of beverages’ quality, the company is
considered one of the three top largest beverage companies in the world and this implies
that the company’s beverages’ quality appeals to many consumers around the world
(Delventhal, 2018). In terms of packaging, the company created the contoured Coca Cola
bottle, which is considered as an asset that none of Coca Cola Company’s rivals thought
about (Vrontis & Sharp, 2003). In terms of brand recognition, the Coca Cola Company’s
logo is recognized my many individuals in many countries around the globe. Moreover, the
Coca Cola System differentiates the company from its competitors because the company
has a strong value chain system that has a global presence. In terms of marketing
capabilities, the company differentiates itself from its rivals through its strong marketing
initiatives that reach many individuals around the globe. In terms of global reach; the
company’s beverages are present in more than 200 countries around the globe, customers
and consumers recognize the company’s brands and the brands appeals to many
consumers’ taste. By using this strategy, the company can charge a premium for its
beverages. Finally, in terms of brand loyalty, there are many loyal customers and
consumers for the Coca Cola brands around the globe.
❖ Corporate strategy
Coca cola are going towards Diversification, it involves creating a new customer base to
expand the market potential. They have created a joint venture with Nestle and introduced a
brand named ''Nestea'' and they acquired Costa coffee which is considered as vertical
forward integration as they will be able to sell their drinks to the customers directly (in
Costa coffee shops).Coca Cola and Nestle In 2001, they formed a joint venture with Nestle
company and called it Nestea. Nestea offered ready to drink iced tea. Unfortunately, they
had to end this joint venture in 2017 due to fierce competition from Lipton iced tea (Joint
venture of Unilever and Pepsi Co.) (Nestle, 2017).
27
 Coca cola and Costa Another example of their diversification is the acquisition of Costa
coffee (Coca-cola, 2019). One of the main reasons to acquire Costa is that it introduces
them to a new customer base and increases their knowledge in the coffee supply chain, it
gives them the advantage to enter a new fast growing segment and they will have new
revenue opportunities (Treffis Team, 2018).

❖ Value chain
Coca Cola Company has 250 bottling partners in the whole globe, which make up the
Coca Cola system. The Coca Cola system creates value for its customers and consumers.
The Coca Cola Company creates the demand while its bottling partners meet the demand
(Coca Cola Hellenic Bottling Company, Relationship with The Coca-Cola Company,
2019). Furthermore, the company has a global reach with a local focus due to the Coca
Cola system’s strength. The company is not the owner of all the bottling partners, and it
doesn’t control all of them. Moreover, some of the company’s customers are movie
theaters, restaurants, grocery stores, convenience stores, amusement parks, and many
others. The company created the Bottling Investment Group “BIG”, which consists of the
company owned bottling operations. It was created in order to ensure that their bottling
operations receive sufficient investments and expertise in order to ensure their long-term
success. BIG can benefit from the Coca Cola Company’s investments, resources, and
leadership, in order to drive the long-term growth in critical markets (Coca Cola Company,
The Coca-Cola System, 2019).

❖ Primary activities

Inbound logistics: The Coca Cola Company sources the beverage ingredients therefore
they are the ones who are responsible for obtaining the raw materials for its beverages
(Coca Cola Hellenic Bottling Company, Relationship with The Coca-Cola Company,
2019). Coca Cola Company’s suppliers provide the company with ingredients, machinery,
goods and services, and packaging. The company’s suppliers have to follow the Supplier
Guiding Principles “SGPs” of Coca Cola Company.
The SGPs reflect Coca Cola Company’s values. Also the SGPs are a part of all the supplier
agreements. Furthermore, suppliers are offered training in areas where they need to
improve their operations (Coca Cola Company, About Our Suppliers, 2019). Moreover, the
priority ingredients that Coca Cola Company source are beet sugar, cane sugar, tea, coffee,
high frusctose corn syrup, grapes, oranges, lemons, mangos, apples, palm oil, soy, and
28
pulp. The company sources these ingredients from their farm suppliers. Their farm
suppliers must meet the standards which are called the Sustainable Agriculture Guiding
Principles “SAGP”. The compny wants to source its key ingredients from sustainable
suppliers. Coffee and tea are the most sustainably sourced ingredients “almost 100%
sustainably sourced” while lemons and beet sugar were 51-75% sustainably
sourced (The Coca Cola Company, 2017 Agriculture Update: More Sustainably Sourcing
and Sharing Opportunities with Farmers, 2018).

The Key SGPs are listed as follows:

• Freedom of association and collective bargaining
• Prohibit child labor
• Prohibit forced labor and abuse of labor
• Eliminate discrimination
• Work hours and wages
• Provide a safe and healthy workplace
• Protect the environment
• Business integrity
• Grievance procedure and remedy
• Management systems for ensuring lawful compliance and respect for all human rights
(Coca Cola Company, Supplier Guiding Principles, 2019). Operations: The Coca Cola
Company manufactures the concentrates, syrups, and drinks and then it sells them to its
bottling partners. Thus, its bottling partners will use these concentrates, syrups, and drinks
in order to manufacture the beverages (Coca Cola Hellenic Bottling Company,
Relationship with The Coca-Cola Company, 2019). Distribution/Outbound logistics: The
bottling partners of the Coca Cola Company are the ones, which are responsible for
packaging, distributing, and merchandising the final branded beverages to the customers
(Coca Cola Hellenic Bottling Company, Relationship with The Coca-Cola Company,
2019). Then the customers will sell the beverages to the Coca Cola Company consumers
(Coca Cola Hellenic Bottling Company, Relationship with The Coca-Cola Company,
2019). One of the Page | 21 largest bottlers of the Coca Cola Company is the Coca Cola
Hellenic Bottling Company. They sell more than two billion unit cases annually, and they
operate in 28 countries. The Coca Cola Hellenic Bottling Company bottles the following
beverages: Coca Cola, Coca Cola Light, Fanta, and Sprite (Coca Cola Hellenic Bottling
Company, Coca-Cola HBC at a glance, 2019). Sales and marketing: The Coca Cola
Company creates the demand for its beverages through consumer marketing initiatives, and
29
 brand development (Coca Cola Hellenic Bottling Company, Relationship with The Coca-
Cola Company, 2019). Service: The Coca Cola Company only owns the bottling facilities
of North America while the company’s partners own other global bottling facilities.
Therefore, we can say that Coca Cola Company is only responsible for the aftersales
services of its North American bottling facilities.

❖ Support activities

Research and development: The company has six research and development centers
around the globe. These centers are linked to external technology assessment and
acquisition hubs; these hubs connect the company with technology startups, entrepreneurs,
university researchers, and partners. Furthermore, the company believes that it must get
closer to its consumers and be aware of what is happening in the world. Nancy Quan “who
was the global research and development officer at the time, and is currently the global
chief technical officer” said that the magic happens when things are connected internally
and externally.
The research and development team are responsible for fueling innovation across
beverages’ products, packaging, ingredients, and equipment. Moreover, each of the
research and development centers work closely with the regional coke marketing teams in
order to focus on certain areas of innovation, and address locally relevant needs (Moye,
Rethinking R&D: How Coke Uses Its Global Scale to Take Innovations Further, Faster,
2013).

❖ Technology
The External Technology Assessment and Acquisition “ETA” program at Coca Cola
Company believes that the company needs to connect and collaborate with the external
technologies and innovation in order to foster its internal innovations. By doing this, the
company would be able to maintain its competitive advantage in the market, and the
company will be able to provide its consumers with products that match their chaining
needs. The process for searching for technologies that suit Coca Cola Company starts by
examining the challenges that the company is facing. Then these challenges will be taken to
external parties such as technology companies, research institutes, and universities in order
to benefit from the minds that do not work for the company. Furthermore, the ETA team
searches for any technology that would add value to the company, in terms of new
delivering technologies, new beverage processing technology, new ingredients, and new
30
 packaging material. Some of the technologies that ETA team created were as follows:
lumens Nano sensing technology and Merlin augmented reality technology (Tannert,
2014). The company advanced their Coca Cola Freestyle technology, which is a
microchipped refillable cup initiative that seeks to lower the packaging footprint in order to
protect the environment (The Coca Cola Company, 2017 Annual Review, 2017). The
company is investing in the future through investing in future technologies. The company
wants its products to reach to customers within a click’s reach. They want to digitize their
business. Also the company is considering digital marketing as one of its strategic areas
(The Coca Cola Company, Digitizing the Enterprise — Increasing Creative Engagements
and Modernizations in a Click and Swipe World, 2018).

❖ Human resource management

The Coca Cola Company had 62,600 employees in the year of 2018 (Statista, 2019). The
company employs a human rights policy, which includes the following:
• Respect for Human Rights
• Community and Stakeholder Engagement
• Diversity and Inclusion
• Freedom of Association and Collective Bargaining
• Safe and Healthy Workplace
• Workplace Security
• Forced Labor and Human Trafficking
• Child Labor
• Work Hours, Wages and Benefits
• Land Rights and Water Resources
• Healthy Lifestyles
• Guidance and Reporting for Employees (The Coca Cola Company, Human Rights Policy,
2019).

❖ CSR strategy

Coca cola are highly involved in Corporate Social Responsibility, they have a commitment
to create sustainable community. Sustainability is the highlight of Coca cola’s CSR
strategy, and it has led to a listing at the Dow Jones Sustainability Index, CDP and
FTSE4Good (Coca Cola - Hellinic Bottling Company, 2019).
31
• Actions to protect and sustain the environment
The company has been working with the World Wildlife Fund (WWF) in a bid to generate
a positive sustainability image globally. Some of the goals it has set as a result of this
collaboration include augmenting its water efficiency by at least 25%, protect freshwater
lakes, minimize their greenhouse gas emissions by 25%, and start using plant material for
their bottles. Others are sourcing ingredients sustainably, replenishing all the water they use
in operations, and recovering most of the bottles and cans dispersed in developed markets
(Coca cola, 2017).

• Actions to participate in the community service

Coca Cola has several community service initiatives across the board. One of them is in
India, and its primary objective is to enhance educational progression. Dubbed the "Support
my School Project,' the company and other collaborators have turned a dilapidated school
in an Indian town into a model institution with high retention rates and attendance (Ray,
2012). Another initiative is the women empowerment program whose main aim is to
“enable the economic empowerment of five million female entrepreneurs by 2020” in a
program called “5by20” (Coca cola, 2017). Furthermore, they give 1% of their income to
various programs and initiatives; in 2014 they gave 1.3% or $126 million of their income to
healthy living initiatives, women empowerment, education and other humanitarian causes
(Coca-cola, 2019).

• Actions to enhance employee well-being

These include nutrition choice where healthy food options are available for all, gym
facilities and health trackers to encourage sports, social facilities such a video gaming
locations, common work

32
 ORGANIZATION PROFILE OF BUSINESS IN MATHURA

Mathura is a historic city in Mathura District in UP state. As the city lies in the rain shadow
region of the Western Ghats, it receives little rain from the southwest monsoon. Temperatures
remain high from the months of March to mid-June, with highest temperature recorded at 44.9
°C (110 °F).

In this hot region there is a huge demand for cold drinks especially during summers where the
water availability is very less. So Mr. GOPAL KRISHNA AGARWAL decided to open a small
retail outlet named “RADHIKA SWEETS”. This outlet was opened 30 years ago. This outlet
had both cold drinks and a verity of sweets and it is located at mothi circle of Mathura city
which is also a main pass by and commercial area.

Profile of firm in
Mathura
Name of the Firm: RADHIKA SWEETS
Founder: Gopal Krishna Agarwal
Year of establishment: 1982
Location of the firm: Radhika Sweets
H.R.G complex site,
Mothi Circle, Mathura
583101(UP, India)
Total members in the firm: 3 members
Contact number: Mob: 9880982632
8884547576
Specializes in: Cold drinks of Coca-Cola brand
Verity of sweets and wafers

33
HEALTH EFFECTS AND CRITICISMS

The consumption of sugar-sweetened soft drinks is associated with obesity, type 2 diabetes,
dental caries, and low nutrient levels. Experimental studies tend to support a causal role for
sugar-sweetened soft drinks in these ailments, though this is challenged by other
researchers. "Sugar-sweetened" includes drinks that use high-fructose corn syrup, as well as
those using sucrose.

Many soft drinks contain ingredients that are themselves sources of concern: caffeine is
linked to anxiety and sleep disruption when consumed in excess, and some critics question
the health effects of added sugars and artificial sweeteners. Sodium benzoate has been
investigated by researchers at University of Sheffield as a possible cause of DNA damage
and hyperactivity. Other substances have negative health effects, but are present in such
small quantities that they are unlikely to pose any substantial health risk provided that the
beverages are consumed only in moderation.

In 1998, the Center for Science in the Public Interest published a report titled Liquid Candy:
How Soft Drinks are Harming Americans' Health. The report examined statistics relating to
the increase in soft drink consumption and claimed that consumption is "likely contributing
to health problems." It also criticized marketing efforts by soft drink companies.

Coca-Cola was India's leading soft drink until 1977 when it left India after a new
government ordered the company to turn over its secret formula for Coca-Cola and dilute its
stake in its Indian unit as required by the Foreign Exchange Regulation Act (FERA). In
1993, the company (along with PepsiCo) returned after the introduction of India's
Liberalization policy

In India, there exists widespread concern over how Coca-Cola is produced. In particular, it
is feared that the water used to produce Coke may contain unhealthy levels of pesticides and
other harmful chemicals. It has also been alleged that due to the amount of water required to
produce Coca-Cola, aquifers are drying up and forcing farmers to relocate

34
CHAPTER-3

❖ THEORETICAL ASPECTS OF THE STUDY

35
 THEORETICAL ASPECTS OF THE STUDY:

CUSTOMERS – REALLY IMPORTANT!!

➢ C - CARE FOR THE CUSTOMER

➢ U - UNDERSTAND THE CUSTOMER

➢ S - STUDY THE CUSTOMER

➢ T - TRUST THE CUSTOMER

➢ O- OBLIGE THE CUSTOMER

➢ M- MEET THE CUSTOMER

➢ E - EVALUATE THE CUSTOMER

➢ R - RESPOND TO THE CUSTOMER

➢ S - SELL AND WIN THE CUSTOMER

WHO IS A CUSTOMER?

❖ A customer is the most important person in a business.

❖ A customer is someone who brings his expectations to the

organization, and it is their job to fulfill i t.
❖ A customer is the life blood of any business

❖ A customer is a person who does a favor to the company by calling on

them, but they do not do so by serving in return.
❖ A customer is not dependent on the organization; the organization is
dependent on him.
❖ A customer deserves courtesy and attention.

❖ A customer is not someone to argue or match wi ts with.

36
CUSTOMER SATISFACTION:

“Customer satisfaction, a businessterm, is a measure of how products and services supplied

by a company meet or surpass customer expectation.” But that seems off when you look at
the separate definitions of the two words that comprise the term.

CONSUMER BEHAVIOR:

Consumer behavior is defined as activities undertake when obtaining, consuming, and

disposing of products and services. Simply stated, consumer behavior has traditionally been
thought of as the study of "Why people buy". With the premise that it becomes easier to
develop strategies to influence consumers once a marketer knows why people buy certain
products or brands.

CONSUMER BEHAVIOR or CUSTOMER SATISFACTION also can be defined as a

field of study, focusing on consumer activities. As the study of consumer behavior has
evolved, so has its scope. Historically, the study of consumer behavior focused on buyer
behavior or "Why people buy". More recently, researchers and practitioners have focused
on Consumption analysis, why and how people consume in addition to why and how
they buy. Analysis of consumption behavior represents a broader conceptual
framework than buyer behavior does because it includes issues that arise after the purchase
process occurs.

There are several activities included in the definition of consumer behavior - obtaining,
consuming, and disposing.

Obtaining: It refers to the activities leading up to and including the Purchase or receipt of a
product.
Consuming: It refers to how, where, when and under what circumstances consumers use
products.
Disposing: It includes how consumers get rid of products and packaging.
Slav on Consumer Behaviour

37
 Need of Customer Satisfaction

Customer satisfaction is a marketing term that measures how products or services supplied by
a company meet or surpass a customer’s expectation.

Customer satisfaction is important because it provides marketers and business owners with a
metric that they can use to manage and improve their businesses.

In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their businesses.

Here are the top six reasons why customer satisfaction is so important:

1. It’s a leading indicator of consumer repurchase intentions and loyalty

2. It’s a point of differentiation
3. It reduces customer churn
4. It increases customer lifetime value
5. It reduces negative word of mouth
6. It’s cheaper to retain customers than acquire new ones

1. it’s a leading indicator of consumer repurchase intentions and loyalty

Customer satisfaction is the best indicator of how likely a customer will make a purchase in
the future. Asking customers to rate their satisfaction on a scale of 1-10 is a good way to see if
they will become repeat customers or even advocates.

Any customers that give you a rating of 7 and above, can be considered satisfied, and you can
safely expect them to come back and make repeat purchases. Customers who give you a rating
of 9 or 10 are your potential customer advocates who you can leverage to become evangelists
for your company.

Scores of 6 and below are warning signs that a customer is unhappy and at risk of leaving.
These customers need to be put on a customer watch list and followed up so you can
determine why their satisfaction is low.

See how satisfaction provides so much insight into your customers?

That’s why it’s one of the leading metrics businesses use to measure consumer repurchase and
customer loyalty.

38
2. it’s a point of differentiation

In a competitive marketplace where businesses compete for customers; customer satisfaction

is seen as a key differentiator. Businesses who succeed in these cut-throat environments are
the ones that make customer satisfaction a key element of their business strategy.

Picture two businesses that offer the exact same product. What will make you choose one over
the other?

If you had a recommendation for one business would that sway your opinion? Probably. So
how does that recommendation originally start? More than likely it’s on the back of a good
customer experience. Companies who offer amazing customer experiences create
environments where satisfaction is high and customer advocates are plenty.

This is an example of where customer satisfaction goes full circle. Not only can customer
satisfaction help you keep a finger on the pulse of your existing customers, it can also act as a
point of differentiation for new customers.

3. It reduces customer churn

An Accenture global customer satisfaction report (2008) found that price is not the main
reason for customer churn; it is actually due to the overall poor quality of customer service.

Customer satisfaction is the metric you can use to reduce customer churn. By measuring and
tracking customer satisfaction you can put new processes in place to increase the overall
quality of your customer service.

I recommend you put an emphasis on exceeding customer expectations and ‘wowing’

customers at every opportunity. Do that for six months, than measure customer satisfaction
again. See whether your new initiatives have had a positive or negative impact on satisfaction.

4. It increases customer lifetime value

A study by InfoQuest found that a ‘totally satisfied customer’ contributes 2.6 times more
revenue than a ‘somewhat satisfied customer’. Furthermore, a ‘totally satisfied customer’
contributes 14 times more revenue than a ‘somewhat dissatisfied customer’.

Satisfaction plays a significant role in how much revenue a customer generates for your
business.

Successful businesses understand the importance of customer lifetime value (CLV). If you
increase CLV, you increase the returns on your marketing dollar.
39
For example, you might have a cost per acquisition of $500 dollars and a CLV of $750. That’s
a 50% ROI from the marketing efforts. Now imagine if CLV was $1,000. That’s a 100% ROI!

Customer lifetime value is a beneficiary of high customer satisfaction and good customer
retention. What are you doing to keep customers coming back and spending more?

5. It reduces negative word of mouth

McKinsey found that an unhappy customer tells between 9-15 people about their experience.
In fact, 13% of unhappy customers tell over 20 people about their experience.

That’s a lot of negative word of mouth.

How much will that affect your business and its reputation in your industry?

Customer satisfaction is tightly linked to revenue and repeat purchases. What often gets
forgotten is how customer satisfaction negatively impacts your business. It’s one thing to lose
a customer because they were unhappy. It’s another thing completely to lose 20 customers
because of some bad word of mouth.

To eliminate bad word of mouth you need to measure customer satisfaction on an ongoing
basis. Tracking changes in satisfaction will help you identify if customers are actually happy
with your product or service.

6. it’s cheaper to retain customers than acquire new ones

This is probably the most publicized customer satisfaction statistic out there. It costs six to
seven times more to acquire new customers than it does to retain existing customers.

If that stat does not strike accord with you then there’s not much else I can do to demonstrate
why customer satisfaction is important.

Customers cost a lot of money to acquire. You and your marketing team spend thousands of
dollars getting the attention of prospects, nurturing them into leads and closing them into
sales.

Why is it that you then spend little or no money on customer retention?

Imagine if you allocated one sixth of your marketing budget towards customer retention. How
do you think that will help you with improving customer satisfaction and retaining customers?

40
 Here are some customer retention strategies to get you thinking:

• Use blogs to educate customers

• Use email to send special promotions
• Use customer satisfaction surveys to listen
• Delight customers by offering personalized experiences
• Measure satisfaction to see how happy your customers really are

Lee Resource Inc. found that for every customer complaint there are 26 other unhappy
customers who have remained silent.

That is an alarming statistic. Most companies think they are the best and they have no
unhappy customers. The reality is, 96% of unhappy customers don’t complain. In fact,
1Financial Training Services found that most simply just leave and never come back.

What are you doing to measure customer satisfaction and identify unhappy customers?

Customer satisfaction plays an important role within your business. Not only is it the leading
indicator to measure customer loyalty, identify unhappy customers, reduce churn and increase
revenue; it is also a key point of differentiation that helps you to attract new customers in
competitive business environments.

41
 CHAPTER- 4

❖ DATA ANALYSIS AND INTERPRETATION

(ANALYSIS WITH GRAPHS AND CHART)

42
Q 1: A question was asked to the customers whether they consume soft drinks or not and the
following are the results.

ATTRIBUTES No. OF RESPONDENTS % OF RESPONDENTS

Yes 45 90%
No 05 10%
Total 50 100%

The above table depicts that 90% of the customers consume soft drinks.

GRAPH SHOWING THE PERCENTAGE OF THE NATURE OF CONSUMPTION.

100
90
80
70
60
50
40 No of respondents
30 % of respondents
20
10
0

Yes No

INTERPRETATIONS:
The survey was conducted on 50 respondents wherein I found that about 90% of the
surveyed consumers consumed soft drinks and only about 10% did not.

43
Q.2 A question was asked to the consumers to know how often they consume.

ATTRIBUTES No. OF RESPONDENTS % OF RESPONDENTS

Daily 35 70%
Twice in a week 9 18%
Once in a week 5 10%
Once in a month 1 2%
Total 50 100%

The above table depicts that 9% of the consumers consume soft drink twice in a week and the
major percentage of consumers consume soft drink daily.

GRAPH SHOWING THE SOFT DRINKS CONSUMPTION HABIT OF THE PEOPLE

80

70

60

50

40
no. of respondents
% of respondents
30

20

10

0
daily twice a week once a week once a month
yly nmmmonmonthmonth

INTERPRETATION:
The survey was conducted on 50 respondents wherein I came to know that more than 50%
i.e. about 70% of the surveyed people consumed soft drinks daily.

44
 Q.3 A question was asked to the consumers that about their favorite soft drink and the
following are the results.

ATTRIBUTES No. OF RESPONDENTS % OF RESPONDENTS

Coca- Cola 14 28%
Thumbs Up 16 32%
Sprite 7 14%
7 up 7 14%
Dew 4 08%
Others 2 04%
Total 50 100%

The above table depicts that 32% of the Consumers consume Thumbs Up, 14% of the
Consumers consume Sprite, and 28% of Consumers consume Coca-Cola.

GRAPH SHOWING PERCENTAGE OF HOW FAVORITE A PARTICULAR

SOFT DRINK OF THE SURVEYED CONSUMER IS.

35

30

25

20
No. of respondents
15
% of respondents

10

0
coca-cola thumbs up sprite 7 up dew others

INTERPRETATION:
The survey was conducted on 50 respondents wherein I learn about how favorite a particular
soft drink is. Here thumbs up took the lead by 32% and Coca-Cola by 28%.

45
Q.4 A question was asked to the Consumers whether the product price is Affordable or not and
the following are the results.

ATTRIBUTES No. OF RESPONDENTS % OF RESPONDENTS

Affordable 38 76%
Costly 06 12%
Lesser 03 06%
Can't say 03 06%
Total 50 100%

The above table depicts that 76% of respondents can afford, 12% of respondents feel the
product is costly, and 6% of the respondents feel the product is less costly than it should be.
6% of the respondents cannot say about the product price.

GRAPH SHOWING THE PERCENTAGE OF AFFORDABILITY OF SOFT DRINKS.

8
0

7
0

6
0

5 No. of
respondents
0
3 % of respondents
40
0
20

10

0
affordabl costl lesse can't
e y r say

INTERPRETATION:
The survey was conducted on 50 respondents wherein I came to know that the soda products
were very much affordable.

46
 Q.5 A question was asked to the Consumers about his reasons for preferring the drink and
following are the results.

ATTRIBUTES No. OF RESPONDENTS % OF RESPONDENT!

Taste 20 40%
Quenching thirst 07 14%
Strong 13 26%
Gas Content 08 16%
Others 02 04%
Total 50 100%

The above table depicts that 40% of the Consumers consume the product preferring the
Taste, 14% of the consumers consume the product to quench the thirst and 16% of the
consumers consume the product for its gas content.

GRAPH SHOWING THE PERCENTAGE OF PREFERENCE OF THE DRINK.

45

40

35

30

25

20 No. of respondents
% of respondents
15

10

0
taste quenching strong gas content others
EEE thirst
XSC
EEE
Ee
INTERPRETATION:
The Survey was conducted on 50 respondents wherein by looking into the above given data I
can say that 40% of the surveyed respondents drink soft drinks for the taste.

47
 Q.6 A question was asked to the consumers about the role of flavor in the Product promotion
and following are the results.

ATTRIBUTES No. OF RESPONDEINTS % OF RESPONDENT

Very Efficient 30 60%
Efficient 11 22%
Neither Efficient 04 8%

Nor Inefficient
Inefficient 05 10%

Total 50 100%

The above table depicts that 53% of the consumers feel the flavor is efficient, 35% of the
consumers feel the flavor is very efficient, 7% of the consumers feel the flavor is neither
efficient nor inefficient, 5% of the consumers feel the flavor is inefficient.

GRAPH SHOWING THE PERCENTAGE OF HOW THE ROLE OF FLAVOR IN

THE PRODUCT PROMOTION IS EFFECTIVE.

70

60

50

40

30 No. of respondents

% of respodents
20 %% of respondents
of respondents
10

0
very efficient efficient nither efficient in efficient
nor in efficient

INTERPRETATION:
The Survey was conducted on 50 respondents wherein I came to know that flavor played most
important role in the product promotion.

48
 Q.7 A question was asked to the Consumers about their opinion on packaging of the product
and the following are the results.

ATTRIBUTES No. OF RESPONDENTS % OF RESPONDENTS

Very Good 15 30%
Good 35 70%
Neither Good Nor Bad 00 00%
Bad 00 00%

Total 50 100%

80

70

60

50

40
No. of respondents
30 % of respondents

20

10

0
very good good nither good nor bad
bad

GRAPH SHOWING PERCENTAGE OF THE CONSUMER’S OPINION ON

PACKAGING OF THE PRODUCT.

INTERPRETATION:

The Survey was conducted on 50 respondents wherein I came to know that there are no
negative remarks towards the packaging of the products.

49
 Q.8 A question was asked to the consumers about the impact on Product Promotion and
following are the results.

ATTRIBUTES No. OF RESPONDENTS % OF RESPONDENTS

Very Effective 20 40%
Effective 25 50%
Neither Effective Nor 03 06%

Ineffective
Ineffective 02 04%
Total 50 100%

GRAPH SHOWING THE PERCENTAGE OF EFFECTIVE THE PRODUCT

PROMOTION IS.

60

50

40

30 No. of respondents
% of respondents
20

10

0
very effective effective nither effective ineffective
nor ineffective

INTERPRETATION:

The Survey was conducted on 50 respondents wherein I came to know about the
effectiveness of the product promotion. Here about 50% of the surveyed consumer said it as
effective and 40% said it was very effective.

50
 Q.9A question was asked to the consumers about the product availability and the following
are the results.

ATTRIBUTES No. OF RESPONDENTS % OF RESPONDENTS

Within the reach 43 86%
So far 5 10%
Difficult to get 2 04%
Total 50 100%

GRAPH SHOWING THE PERCENTAGE OF HOW EASILY THE

PRODUCTS ARE AVAILABLE.

100
90

80
70

60

50 No. of respondents
40 % of respondents

30
20
10

0
within the reach so far difficult to get

INTERPRETATION:

The Survey was conducted on 50 respondents wherein 95% of the surveyed respondents
said that the product was within their area of reach.

51
 Q 10. A question was asked to the consumers about the media, which shows impact on
product promotion, and the following are the results.

ATTRIBUTES No. OF RESPONDENTS % OF RESPONDENT

T.V 30 60%
News Paper 05 10%
Hoarding 07 14%
Internet 08 16%
Total 50 100%

GRAPH SHOWING THE PERCENTAGE LEVEL OF THE MEDIA THROUGH

WHICH THE CONSUMERS CAME TO KNOWABOUT THE PRODUCT.

70

60

50

40
No of respondents
30
% of respondents

20

10

0
t.v news paper boardings internet

INTERPRETATION:

The Survey was conducted on 50 respondents wherein I learned that televisions are the most
effective media of promotion.

52
CHAPTER-5
❖ FINDINGS
❖ SUGGESTIONS
❖ CONCLUSION

53
 FINDINGS

The study undertaken has highlighted certain facts. They are

❖ The important factors that influence the purchase decisions of a soft

drink are the taste and flavor.
❖ Besides the factors mentioned above the other important factors that
Influence the purchase decisions were found to be advertising and
Price.
❖ Sales promotion program taken up by the company is also popular
among the respondents. The product is very much popular for its easy availability

54
 SUGGESTIONS

Suggestions have been made based on certain factors as highlighted by the study.

❖ Efficient Promotional activities pertaining to consumers are to

be taken up.
❖ Company should improve the quality of packaging.

❖ Introduction of a new flavor is suggested to make the product

promotion more efficient.
❖ It is suggested that the company should increase the usage of
Internet for further Promotional activities.

55
 CONCLUSION

As I studied in previously given assignments it was quoted that “customer is king” it is been
achieved by the company with the help of different plans, features, market coverage etc.

This treatment of customer has to be continued and different plans in the future have to be
introduced by the company to achieve its vision. To survive in this competitive era company
has to come up with many innovative taste and flavor.

The study shows a good customer satisfaction towards the different soft drinks of the
company is best in price level, taste, packaging and so on.

They should also see that they won’t compromise with the environment and health of the
living creatures.

56
ANNEXURE

❖ QUESTIONNAIRES
❖ BIBLIOGRAPHY

57
 QUESTIONNAIRES

Name…………………………………Age………………………………Sex………………
E-mail address………………………………………………Mob………………………….

Q.1 Whether you consume soft drinks or not?

a) Yes
b) No

Q.2 How often will you consume soft drinks ?

a) Daily
b) Twice in a week
c) Once in a week
d) Once in a month

Q.3 What is your favorite soft drinks?

a) Coca Cola
b) 7up
c) Thumbs up
d) Dew
e) Sprite
f) Others

Q.4 Whether the product price is Affordable or not?

a) Affordable
b) Lesser
c) Costly
d) Can’t say

Q.5 What are the reasons for prefer the drinking?

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 a) Taste
b) Gas content
c) Quenching thirst
d) Strong
e) Others

Q.6 What is the role of favor in the Product promotion?

a) Very effective
b) Effective
c) Neither effective nor ineffective
d) Ineffective

Q.7 W hat is your opinion on packaging of the product?

a) Very good
b) Neither good nor bad
c) Good
d) Bad

Q.8 What is the impact on the Product promotion?

a) Very efficient
b) Efficient
c) Neither efficient nor inefficient
d) Inefficient

Q.9 What is the product Availability?

a) Within the reach
b) Difficult to get
c) So far

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 Q.10 What about the media,which shows impact on product promotion ?
a) T.V
b) Hoarding
c) Newspapers
d) Internet

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 BIBLOGRAPHY

All the information needed to complete this project is obtained from the following sources:

1. Company Website: www.coca-cola.com

2. Search Engines:

➢ www.google.com

➢ en.wikipedia.org

3.Retailers

4.Consumers

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