Chapter 1:

Introduction about the

Industry

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Introduction about the Industry:

Soft drink, any of a class of nonalcoholic beverages, usually but not necessarily carbonated,
normally containing a natural or artificial sweetening agent, edible acids, natural or artificial
flavors, and sometimes juice. Natural flavors are derived from fruits, nuts, berries, roots,
herbs, and other plant sources. Coffee, tea, milk, cocoa, and undiluted fruit and vegetable
juices are not considered soft drinks.

The term soft drink was originated to distinguish the flavored drinks from hard liquor,
or distilled spirits. Soft drinks were recommended as a substitute in the effort to change the
hard-drinking habits of early Americans. Indeed, health concerns of modern consumers led to
new categories of soft drinks emphasizing low calorie count, low sodium content,
no caffeine, and “all natural” ingredients.

There are many specialty soft drinks. Mineral waters are very popular in Europe and Latin
America. Kava, made from roots of a bushy shrub, Piper methysticum, is consumed by the
people of Fiji and other Pacific islands. In Cuba people enjoy a carbonated cane juice;
its flavour comes from unrefined syrup. In tropical areas, where diets frequently lack
sufficient protein, soft drinks containing soybean flour have been marketed. In
Egypt carob (locust bean) extract is used. In Brazil a soft drink is made using maté as a base.
The whey obtained from making buffalo cheese is carbonated and consumed as a soft drink
in North Africa. Some eastern Europeans enjoy a drink prepared from fermented stale
bread. Honey and orange juice go into a popular drink of Israel.

1.1 History of Soft drinks

The first marketed soft drinks appeared in the 17th century as a mixture
of water and lemon juice sweetened with honey. In 1676 the Compagnie de Limonadiers was
formed in Paris and granted a monopoly for the sale of its products. Vendors carried tanks on
their backs from which they dispensed cups of lemonade.

Carbonated beverages and waters were developed from European attempts in the 17th
century to imitate the popular and naturally effervescent waters of famous springs, with
primary interest in their reputed therapeutic values. The effervescent feature of the waters
was recognized early as most important. Flemish scientist Jan Baptista van Helmont first used
the term gas in his reference to the carbon dioxide content. French physician Gabriel

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Venelreferred to aerated water, confusing the gas with ordinary air. British scientist Joseph
Black named the gaseous constituent fixed air.

Robert Boyle, an Anglo-Irish philosopher and scientist who helped found modern chemistry,
published his Short Memoirs for the Natural Experimental History of Mineral Waters in
1685. It included sections on examining mineral springs, on the properties of the water, on its
effects upon the human body, and, lastly, “of the imitation of natural medicinal waters by
chymical and other artificial wayes.”

Numerous reports of experiments and investigations were included in the Philosophical

Transactions of the Royal Society of London in the late 1700s, including the studies
of Stephen Hales, Joseph Black, David Macbride, William Brownrigg, Henry Cavendish, and
Thomas Lane.

English clergyman and scientist Joseph Priestley is nicknamed “the father of the soft drinks
industry” for his experiments on gas obtained from the fermenting vats of a brewery. In 1772
he demonstrated a small carbonating apparatus to the College of Physicians in London,
suggesting that, with the aid of a pump, water might be more highly impregnated with fixed
air. French chemist Antoine-Laurent Lavoisier made the same suggestion in 1773.

To Thomas Henry, an apothecary in Manchester, England, is attributed the first production of

carbonated water, which he made in 12-gallon barrels using an apparatus based on Priestley’s
design. Swiss jeweler Jacob Schweppe read the papers of Priestley and Lavoisier and
determined to make a similar device. By 1794 he was selling his highly carbonated
artificial mineral waters to his friends in Geneva; later he started a business in London.

At first, bottled waters were used medicinally, as evidenced in a letter written by

English industrialist Matthew Boulton to philosopher Erasmus Darwin in 1794:

By about 1820, improvements in manufacturing processes allowed a much greater output,

and bottled water became popular. Mineral salts and flavours were added—ginger about
1820, lemon in the 1830s, tonic in 1858. In 1886 John Pemberton, a pharmacist in Atlanta,
Georgia, invented Coca-Cola, the first cola drink.

The market segment Soft Drinks covers all types of water-based Non-Alcoholic Drinks with
added sugar. This includes Carbonated Soft Drinks like cola and lemonade, Non-Carbonated
Soft Drinks like fruit nectars, fruit juice drinks, flavored water and ready-to-drink (RTD) tea
and coffee, and Energy & Sports Drinks. While Carbonated Soft Drinks have been on the

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wane for quite some time now as health-oriented consumers shift to low-sugar diets, smaller
segments of Non-Carbonated Drinks like RTD tea and coffee especially have taken up some
of this slack.

The most important brand manufacturers in the Soft Drinks category are the Coca-Cola
Corporation, PepsiCo, Suntory, Red Bull and Keurig Dr Pepper.

The market for Non-Alcoholic Drinks is structured into retail sales for at home consumption
and on premise or foodservice sales for out-of-home consumption. The at-home market, also
called off-trade market, covers all retail sales via super- and hypermarkets, convenience
stores or similar sales channels. The out-of-home market, also called on-trade market, away-
from-home market or HORECA encompasses all sales to hotels, restaurants, catering, cafés,
bars and similar hospitality service establishments. Both the at-home and the out-of-home
market are valued at retail selling prices including all sales and consumption taxes. The
valuation of the out-of-home segment at retail prices means a significant change of the
market definition in comparison to earlier iterations of the Consumer Market Outlook, as out-
of-home consumption was valued at wholesale prices before. This means, market totals are
not comparable to published data from prior years. The price per unit always references liters
as a base unit. One liter of Soft Drinks roughly equals 2 to 3 servings (of 0.5 or 0.33 liters
each).soft drinks can be categories in the following way:

Figure Classification of Soft Drinks

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1.2 Global scenario of industry
 Carbonated Soft Drinks, one of the segments analyzed and sized in this study,
displays the potential to grow at over 6.3%. The shifting dynamics supporting this
growth makes it critical for businesses in this space to keep abreast of the changing
pulse of the market. Poised to reach over US$695.6 Billion by the year 2025,
Carbonated Soft Drinks will bring in healthy gains adding significant momentum to
global growth.
 The Soft Drinks market worldwide is projected to grow by US$449.6 Billion, driven
by a compounded growth of 5.8%.
 Representing the developed world, the United States will maintain a 4.9% growth
momentum. Within Europe, which continues to remain an important element in the
world economy, Germany will add over US$15.9 Billion to the region's size and clout
in the next 5 to 6 years. Over US$13.7 Billion worth of projected demand in the
region will come from the rest of the European markets. In Japan, Carbonated Soft
Drinks will reach a market size of US$37.6 Billion by the close of the analysis period.
As the world's second largest economy and the new game changer in global markets,
China exhibits the potential to grow at 8.5% over the next couple of years and add
approximately US$121.9 Billion in terms of addressable opportunity for the picking
by aspiring businesses and their astute leaders.
 Presented in visually rich graphics are these and many more need-to-know
quantitative data important in ensuring quality of strategy decisions, be it entry into
new markets or allocation of resources within a portfolio. Several macroeconomic
factors and internal market forces will shape growth and development of demand
patterns in emerging countries in Asia-Pacific, Latin America and the Middle East.
All research viewpoints presented are based on validated engagements from
influencers in the market, whose opinions supersede all other research methodologies
 Revenue in the Soft Drinks segment amounts to US$823,558m in 2021. The market is
expected to grow annually by 6.14% (CAGR 2021-2026).
 In global comparison, most revenue is generated in the United States (US$310,946m
in 2021).
 In relation to total population figures, per person revenues of US$109.59 are
generated in 2021.

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  By 2026, 44% of spending and 14% of volume consumption in the Soft Drinks
segment will be attributable to out-of-home consumption (e.g., in bars and
restaurants).
 In the Soft Drinks segment, volume is expected to amount to 385,135.0ML by 2026.
The Soft Drinks segment is expected to show a volume growth of 1.6% in 2022.
 The average volume per person in the Soft Drinks segment is expected to amount to
47.18 L in2021.

1.3 Market definition

The market segment Soft Drinks covers all types of water-based Non-Alcoholic Drinks with
added sugar. This includes Carbonated Soft Drinks like cola and lemonade, Non-Carbonated
Soft Drinks like fruit nectars, fruit juice drinks, flavored water and ready-to-drink (RTD) tea
and coffee, and Energy & Sports Drinks. While Carbonated Soft Drinks have been on the
wane for quite some time now as health-oriented consumers shift to low-sugar diets, smaller
segments of Non-Carbonated Drinks like RTD tea and coffee especially have taken up
someoftheslack. The most important brand manufacturers in the Soft Drinks category are the
Coca-Cola Corporation, PepsiCo, Suntory, Red Bull and Keurig Dr Pepper.

The market for Non-Alcoholic Drinks is structured into retail sales for at home consumption
and on premise or foodservice sales for out-of-home consumption. The at-home market, also
called off-trade market, covers all retail sales via super- and hypermarkets, convenience
stores or similar sales channels. The out-of-home market, also called on-trade market, away-
from-home market or HORECA encompasses all sales to hotels, restaurants, catering, cafés,

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bars and similar hospitality service establishments. Both the at-home and the out-of-home
market are valued at retail selling prices including all sales and consumption taxes. The
valuation of the out-of-home segment at retail prices means a significant change of the
market definition in comparison to earlier iterations of the Consumer Market Outlook, as out-
of-home consumption was valued at wholesale prices before. This means, market totals are
not comparable to published data from prior years. The price per unit always references liters
as a base unit. One liter of Soft Drinks roughly equals 2 to 3 servings (of 0.5 or 0.33 liters
each).

Consumption of soft drink

Graph 1.1

Analyst Opinion

Soft drinks are the biggest pillar on which the business of non-alcoholic drinks rests. The
biggest players in the field – Coca Cola and PepsiCo – are, at their core, soft drink
manufacturers. Business-wise, the segment is characterized by multinational brand players
that mainly focus on product development and marketing and by regional bottlers that license

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their brands for distribution in selected areas. Strategically, the industry has witnessed both a
trend towards streamlining operations as well as a hunt for novel products which could fill a
niche

1.4 India’s Soft Drink Industry Market: -

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.

Most of the 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.

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Goldstein Market Intelligence analysis the forecast of India packaged non-alcoholic
beverages market to grow at a CAGR of 16.2% during the forecast period 2017-2030.
Further, the market is anticipated to reach USD 20.4 billion by the end of the forecast period
as more people are trading up to packaged drinks.

1.4.1 Growth of Soft Drink Industry inIndia: -

 Revenue in the Soft Drinks segment amounts to US$3,260m in 2021. The market is
expected to grow annually by 4.40% (CAGR 2021-2026).

 In global comparison, most revenue is generated in the United States (US$310,946m

in 2021).

 In relation to total population figures, per person revenues of US$2.34 are generated
in 2021.

 By 2026, 7% of spending and 3% of volume consumption in the Soft Drinks segment

will be attributable to out-of-home consumption (e.g., in bars and restaurants).

 In the Soft Drinks segment, volume is expected to amount to 6,371.4ML by 2026. The
Soft Drinks segment is expected to show a volume growth of 5.6% in 2022.

 The average volume per person in the Soft Drinks segment is expected to amount to
3.84 L in 2021.

Graph 1.2 Growth of Soft Drink Industry in India

(Notes: “Data is shown using current exchange rates. The applied current exchange rates are
displayed in the Key Market Indicators below. This replacement of the 2017 constant
exchange rate with current exchange rates was carried out in October 2021.”
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 Chapter 2:
Research Methodology &
Data Collection

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 4.1 Research Methodology:Rology:
 Primary Objective
 A study on Consumer Attitude towards carbonated Soft Drinks.

 Secondary Objective
 To analyse the relationship between various demographic factors and opinion
of relevant consumers of various carbonated soft - drink.
 To check out whether they buy the products and which brand more preferred.
 Whether there is any significant relationship between brand loyalty and the
Occupation of the consumers.

4.2 Data Collection Method, Source & Limitations: -

 Research Method
Research Design is descriptive as well as analytical, because the researcher as used
facts or information already available and analysed these to make an evaluation of the
material.

 Sampling Method
Non Probability Convenience Sampling

 Sample Size
150 Respondents

 Limitation of study
Time & cost constraint
The accuracy of responses based on the questionnaire may vary among respondents.

 Research Instrument
A structured questionnaire. Used

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  Primary Data Collection
Primary data was collected with the help of a structured questionnaire.. The
questionnaires were administered to the selected dealers.

 Secondary Data Collection

 Our secondary sources of data collection are:
 Internet
 Market Research
 Journals
 Magazine
 Past years’ report given by institution

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 Chapter 3:
Product Profile

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Product Profile:

Carbonated Soft drinks are artificial flavouring drinks that contains carbonated water, fruit
juice, sugar substitute and other ingredients. Coke, Thumps Up and Pepsi soft drinks are the
most popular soft drinks sold in India along with Maaza, Slice and Frooti mango flavoured
drink

Sprite

The lemon drink brand is now the largest soft drink brand in India. Sprite by Coca Cola
Company is the most popular lemon lime flavored soft drink and a competitor to 7 Up.

Thumps Up

Thums Up is one of the leader of Indian soft drink market and the brand was bought and
launched by Coca Cola against Pepsi. Thrums Up is one of the major sponsor of cricket,
Indian motorsports and listed among India’s most trusted brands.

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Pepsi

Pepsi by PepsiCo is the third most popular carbonated drink in India, even after the list of
controversy in India such as Water usage , Pesticide regulation and short-lived ban in Kerala.

Coca Cola

Coca Cola drink was India’s leading soft drink before PepsiCo gained entry to India.
Currently Coca-Cola is the fourth most popular carbonated drink in India and list of other
popular brands such as Fanta and Sprite.

Limca

Limca by Coca Cola is a lemon lime flavoured soft drink with artificial flavours. The Coca
Cola Company also own list of soft drinks brand such as Diet coke, Fanta, Sprite, Gold Spot,
Citra and Maaza

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Mirinda

Mirinda now owned by PepsiCo and part of the orange fruit variety of soft drink. Orange and
lime are the two most popular flavours of Mirinda in India and compete with Coca-Cola
Fanta soft drink.

Fanta

Fanta brand owned by the Coca Cola Company and available in Orange and Grape variants.
The fruit flavored carbonated drinks has more than 100 flavors worldwide.

7 Up

7 Up soft drink brand is another most famous and old PepsiCo brand cold drink. The cool and
young brand of 7Up has a new campaign called Golden Times.

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Mountain Dew

Mountain Dew soft drink brand by PepsiCo is a green colored carbonated soft drink in India.
Mountain Dew Game Fuel is the new variant of Mountain Dew launched in India, Available
in bottle.

Davat

Davat Beverages is a complete beverages company, bringing the best of the traditional and
contemporary aspects of beverages. Offering more than a dozen brands, we satisfy the
requirements of diverse consumers.
Our operations and markets today are spread across Gujarat, Maharashtra, Madhya Pradesh
and Rajasthan.

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 Chapter 4:
Literature review

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Literature review:
(Kameswara Rao Poranki, 2019)The researchers have enjoyed this research while
collecting the data from Delhi, Mumbai and Bangalore of India gives rise to 60.3% people of
Indians in these cities likes Coca cola and 39.7% of people like Pepsi cola. It is interesting to
note that the Indian consumers are brand conscious as they have been influenced by various
types of advertising before taking a decision about their purchase of their soft drinks. It was
found that as many as 50% of the consumers have been felt that the price of the soft drinks is
high in this research. However, the cultural factors, social factors, personal factors and
psychological factors strongly influence the consumer behavior. Present study is used to
examine therelationship between consumer behaviour and soft drink brands of Coca cola and
Pepsi cola of India. The MNCs like Coca and Pepsi, in India have managing their respective
brands by understanding the consumer influences like taste, price, choice and awareness and
devising their marketing strategies accordingly. Finally, the researchers have concluded that
it is very important to deduce these results by constant research in wider areas to assess the
dynamic consumer influences of soft drinks market in India. As this research has confined to
only three cities of India and it may not reflect the entire population of India.
(Patel, 2014)The objectives of this study were to investigate the Consumer preferences with
respect to carbonated and non-carbonated drinks in Indore city and to study variations in the
consumer preferences with respect to carbonated and non-carbonated drinks across gender
wise.In addition, this study shows that the average customer of Indore city in our sample was
not very conscious about carbonated ornon-carbonated drinks, but gender wise they are also
not conscious about any types of consumer preferences factors. Soft drinks consumption and
their use is funny activity for them. They are coming stores for purchasing drinks but for
getting refreshment and taste.
(Boomika Imayavarthini.T, 2019)The objective of this study To understand the factors
affecting customer preference towards soft drinks To analyse the association between soft
drinks brands and age of the respondents To know the significant difference between
consumption of soft drinks and gender To analyse the significant relationship between
availability of soft drinks and area. To know the association between consumption of
carbonated drinks and educational qualifications
(Nakmongkol, 2009)This research can explain whether the demographic factors such as age
and gender and locations would affect consumer’s attitudes and behaviors towardscarbonate
soft drinks.

Literature Gap:
On the analysis of the other research paper or literature we that that most of the researcher are
do the research on consumer perception towards the soft drink products with particular brand.
It’s also they research done in other geographically area. Most of the researchers are focusing
on the particulars brand of the soft drink and they check only one objective. So, Base on the
this all literature we found and we take this topic in our research and we fulfill this gap.

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 Chapter 5:
Data Analysis &
Interpretation

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Q1. Do you purchase carbonated soft drink products?

Table 5.1 purchase carbonated soft drink products

Particulars Frequency Percentage (%)

Yes 143 95.30%

No 7 4.70%

Total 150 100%

Graph 5.1 purchase carbonated soft drink products

5%

95%

Yes No

Interpretation:

On the bases of market survey, there are 95.3% consumers are purchase soft drink. But still
4.7% are consumers are not purchase soft drink.

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Q2.) Which situations did you associate a cool drink with....

Table 5.2 Situations did you associate a cool drink with....

Particulars Frequency Percentage (%)

Hot Day 50 33.3%

Friendly treat 58 38.7%

Party Treat 23 15.3%

Time Pass 12 8%

Quench your thirst 7 4.7%

Total 150 100%

Graph 5.2 Situations did you associate a cool drink with....

5%
8%

33%
15%
Hot Day

Friendly treat

Party Treat

Time Pass
39%
Quench your thirst

Interpretation:
On The basic of survey, friendly Treat is the highly consuming soft drink situation. 33.3 %
people consuming soft drink on hot day and only 4.7% people use soft drink for Quench
Thirst

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Q3.) In which place do you normally consume soft - drinks?
Table 5.3 place do you normally consume soft - drinks

Particulars Frequency Percentage (%)

Home 53 35.3%

Place of Employment 39 26%

Hotel / Restaurant 19 12.7%

Cinema Hall 8 5.3%

During Journey 9 6%

College Canteen 22 14.7%

Total 150 100%

Graph 5.3 place do you normally consume soft - drinks

Home
15%
Place of Employment
6% 35%

5%
Hotel / Restaurant

Cinema Hall
13%

During Journey
26%
College Canteen

Interpretation:

According to research, 35.3 % people are consuming soft drink at home. Second consuming
place is place of employment which is 26%. only and 6 % people consuming soft drink
during journey.

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Q4.) Which size of soft drinks do you normally buy?

Table 5.4 size of soft drinks do you normally buy

Percentage
Particulars Frequency (%)

200 Ml 84 56%

300 Ml 38 25.3%

500 Ml 15 10%

1 Ltr 5 3.3%

More than 1 Ltr 8 5.3%

Total 150 100%

Graph 5.4 size of soft drinks do you normally buy

4%
5%

10%

200 Ml
56%
25% 300 Ml

500 Ml

1 Ltr

More than 1 Ltr

Interpretation:

On the basis of survey, 200 ml bottle is most preferable choice of consumer and 25 % of
people prefer 300ml bottle. Only 4% people buy 1ltr bottle.

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Q5.) Which one of the Pack you prefer?

Table 5.5 Pack you prefer

Particulars Frequency Percentage (%)

Bottle Drink 100 66.7%

Cans 38 25.3%

Pet – Bottles 12 8%

Total 150 100%

Graph 5.5 Pack you prefer

8%

25% Bottle Drink

67% Cans

Pet - Bottles

Interpretation:

According to survey, bottle drink is best option to consuming the soft drink. 25 % people
preferred cans and only 8% people preferred pet bottles.

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6.) How many times do you buy a soft drink?

Table 5.6 times do you buy a soft drink

Particulars Frequency Percentage

Daily 41 27.3%

Once in a Week 64 42.7%

More than once

a week 30 20%

Once in a month 15 10%

Total 150 100%

Graph5.6 times do you buy a soft drink

10%

27%

20%

Daily
Once in a Week
43% More than once a week
Once in a month

Interpretation:

On the basis of survey, 43 % people buy soft drink once in week. Only 10 % people buy soft
drink once in month.

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7.) How much do you spend for soft -drink per month

Table 5.7 Time spend for soft -drink per month

Particulars Frequency Percentage

Less than Rs.200/- 59 39.3 %

Between Rs. 200/- to

500/- 62 41.3%

Above Rs. 500/- 29 19.3%

Total 150 100%

Graph 5.7 Time spend for soft -drink per month

19% Less than Rs.200/-

40%

Between Rs. 200/-

to 500/-
41%
Above Rs. 500/-

Interpretation:

It is observed that the ratio of group which spending 200 to 500 rupees and less than Rs. 200
is almost same, but very less no of people preferring more than Rs. 500 for drink.

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8.) Which one of the following carbonated Soft-drinks you prefer to
consume when you have a choice

Table 5.8 carbonated Soft-drinks you prefer to consume when you have a choice

Particulars Frequency Percentage

Coco-Cola 36 24%
Davat 48 32%
Thumps up 30 20%
Thumps up 13 8.7%
Limca 5 3.3%
Fanta 7 4.7%
Sprite 9 06%
Other: 2 1.3%
Total 150 100%

Graph.5.8 carbonated Soft-drinks you prefer to consume when you have a choice

1%
Coco-Cola
3% 6%
5% Davat
24%

9%
Thumps up
Thumps up
Limca
20%
32% Fanta
Sprite
Other:

Interpretation:

From the Above table & graph, out of 150 respondents, 48 consumer are preferring Davat &
36 consumer are preferring coca cola and 30 consumer prefer thumps.

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9) Are you brand loyal of soft drink?

Table 5.9 brand loyal for soft drink

Particulars Frequency Percentage

Yes 106 70.7%

No 44 29.3%

Total 150 100%

Graph 5.9 brand loyal for soft drink

29%

71%

Yes

No

Interpretation:

On the basis of survey most of respondent are brand loyal. Which is 71 %, only 29 % are
Disloyal.

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10.) If No, what is Reason for shift in brand?

Table 5.10 Reason for shift in brand

Particulars Frequency Percentage

Not easily available 12 27.27%

Better Brand available 10 22.73%

Like to try new flavours 17 38.64%

Influenced by ads and promotional measures of

other brands. 5 11.36%

Total 44 100.00%

Graph 5.10 Reason for shift in brand

11%

27%
Not easily available

Better Brand available

39%
Like to try new flavours
23%

Influenced by ads and promotional

measures of other brands.

Interpretation:

On the basis of survey most shifting reason in brand for like to try new flavours and 27 %
people shift the brand if not easily available. Only 11 % respondent Influenced by ads and
promotion to shift the brand.

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11.) If your brand of Soft drink is not available in the shop what will be
your choice?
Table 5.11 brand of Soft drink is not available in the shop what will be your choice

particulars Frequency Percentage

Take another brand 77 51.3%

Go to another shop to buy the same

brand 49 32.7%

Avoids buying and don't drink 24 16%

Total 150 100%

Graph 5.11 Reason for shift in brand brand of Soft drink is not available in the shop what
will be your choice

16%

Take another brand

51%
Go to another shop to buy
33% the same brand

Avoids buying and don't

drink

Interpretation:

On the basis of survey Half of respondent (51%) will take another brand if brand of Soft
drink is not available in the shop.33% Go to another shop to buy the same brand

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12.) How do you consider the following aspects of these carbonated soft -
drinks?
(give your opinion on 1 = Highly Satisfied to 5 = Highly Dissatisfied)

Table 5.12 Aspects of carbonated soft –drinks

Highly
Highly
Particulars Satisfied Neutral Dissatisfied Dissatisfie Mean
Satisfied
d

Taste 111 24 10 3 2 1.41

Price 36 79 28 4 3 2.06

Flavor 68 33 42 5 2 1.93

Brand Image 53 36 38 19 4 2.23

Feeling Refreshed 57 35 46 6 6 2.13

Availability 57 40 41 7 5 2.09

Interpretation
According to this factor flavour is playing major role to satisfy to respondent of carbonated
soft –drinks. and other factors are come between satisfy and natural.

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13.) Can you have satisfied on this benefits of soft drink.
(Give the satisfaction level of 1 = highly satisfied to 5 = Not satisfied)

Table 5.13 Satisfied on these benefits of soft drink.

Highly Highly
Particulars Satisfied Neutral Dissatisfied Mean
Satisfied Dissatisfied

Health
85 25 27 6 7 1.83
benefit

Refreshing 47 69 24 6 4 2.01

Boost
52 44 46 3 5 2.1
Energy level

Thirst being
54 43 34 15 4 2.15
Satisfied

Interpretation

On the basis of surveys most of consumers are Highly Satisfied to Satisfied with health
benefit while buying soft drink. Other factor is between Satisfied to Neutral.

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| S.V. Institute of Management, Kadi.
 14) Gender

Graph 5.12 Gender

33%

67% Male

Female

15) Age

Graph 5.12 Age

4%
11%
10%

15 - 19
27%
20 - 24
48%
25 - 29

30 - 34

35 - 39

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| S.V. Institute of Management, Kadi.
16) Family Income (Monthly)

Graph 5.12 Family Income (Monthly)

11%
22%
less than 10000
15% 10001 to 15000

15001 to 20000

19% 20001 to 25000

15%
25001 to 30000

18% 30001 or more

17) Occupation

Graph 5.13ss Occupation

4%
7%

41% Student
19%
Professor / Teacher

Employed in Private/Govt.
19% Organization
10% Self-employed Business

Farmer

Housewife

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| S.V. Institute of Management, Kadi.
 Chapter 6:
Cross Tabulation

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| S.V. Institute of Management, Kadi.
Chapter 6: Cross Tabulation

6.1 Occupation * Are you brand loyal of soft drink? Cross tabulation

Are you brand loyal of soft

drink?
Yes No Total
Occupation Student 44 18 62

Professor / Teacher 9 6 15
Employed in 23 5 28
Private/Govt.
Organization
Self-employed Business 20 8 28
Farmer 7 4 11
Housewife 3 3 6
Total 106 44 150

Interpretation
On the basis of above table, student is most brand loyal, when other side housewife response
same in both situation. Employed in Private/Govt. Organization are less brand loyal.

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| S.V. Institute of Management, Kadi.
6.2 Family Income (Monthly) * How much do you spend for soft -drink per month.
Cross tabulation

How much do you spend for soft -drink per

month.

Less than Between Rs. Above Rs.

Rs.200/- 200/- to 500/- 500/-

Family Income less than 10000 16 14 3

(Monthly)
10001 to 15000 10 11 7

15001 to 20000 5 12 10

20001 to 25000 12 9 1

25001 to 30000 9 9 5

30001 or more 7 7 3

Total 59 62 29

Interpretation
On the basis of above table, whose income is less than 10000 are spending less than Rs. 200
for purchasing a soft drink in monthly.

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| S.V. Institute of Management, Kadi.
6.2 In which place do you normally consume soft - drinks? * Gender Cross tabulation

Gender
Male Female Total
In which place do you Home 38 15 53
normally consume soft -
drinks? Place of 26 13 39
Employment
Hotel / 13 6 19
Restaurant
Cinema Hall 4 4 8
During Journey 3 6 9
College Canteen 17 5 22
Total 101 49 150

Interpretation
On the basis of above table, most of male & female are consuming soft drink at home. Only 3
male out of 101 are consuming soft drink during journey. Only 4 female out of 49 are
consuming soft drink at cinema hall.

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| S.V. Institute of Management, Kadi.
 Chapter 7:
Inferential
Statistics

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| S.V. Institute of Management, Kadi.
7.1 ANOVA Test:

7.1.1 ANOVA on satisfaction with Age group of consumer:

ANOVA
Sum of Squares Df Mean Square F Sig.
Taste Between Groups 1.654 4 .414 .621 .648
Within Groups 96.539 145 .666
Total 98.193 149
Price Between Groups .643 4 .161 .220 .927
Within Groups 105.817 145 .730
Total 106.460 149
Flavor Between Groups 1.923 4 .481 .479 .751
Within Groups 145.410 145 1.003
Total 147.333 149
Brand Image Between Groups 7.001 4 1.750 1.351 .254
Within Groups 187.832 145 1.295
Total 194.833 149
Feeling Between Groups 4.331 4 1.083 .901 .465
Refreshed Within Groups 174.262 145 1.202
Total 178.593 149
Availability Between Groups .383 4 .096 .082 .988
Within Groups 169.490 145 1.169
Total 169.873 149

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| S.V. Institute of Management, Kadi.
1.1) Taste:

H0: There is no difference in response towards soft drinkstaste on No. of Age group of
consumer.

H1: There is difference in response towards soft drinkstaste on No. of Age group of
consumer.

Result: 0.648> 0.05(Failed to reject null hypothesis. Thus, the difference in mean is
statistically not significant.)

Reporting: One Way ANOVA was performed to study the difference among the soft
drinkstaste on No. of Age group of consumer. There wasnot a statistically significant
difference among soft drinkstaste on No. soft drinkstaste on No. of Age group of consumer. p
= 0.648.

1.2) Price:

H0: There is no difference in response towards soft drinkstaste base on No. of Age group of
consumer.

H1: There is difference in response towards soft drinkstaste base on No. of Age group of
consumer.

Result: 0.927>0.05 (Failed to reject null hypothesis. Thus, the difference in mean is
statistically not significant.)

Reporting: One Way ANOVA was performed to study the difference among the towards
soft drinkstaste base on No. of Age group of consumer.There was not a statistically
significant difference among towards soft drinkstaste base on No. of Age group of consumer.
p = 0.927.

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| S.V. Institute of Management, Kadi.
1.3) Flavor:

H0: There is no difference in response towards flavor of the Products based on No. soft
drinkstaste on No. of Age group of consumer

H1: There is difference in response towards flavor of the Products based on No. soft
drinkstaste on No. of Age group of consumer

Result: 0.751> 0.05 (Failed to reject null hypothesis. Thus, the difference in mean is
statistically not significant.)

Reporting: One Way ANOVA was performed to study the difference among the flavor of
the Products based on No. soft drinkstaste on No. of Age group of consumer. There was not a
statistically significant difference among flavor of the Products based on No. soft drinks taste
on No. of Age group of consumer. p = 0.751.

1.4) Brand Image:

H0: There is no difference in response towards soft drinkBrand Image based on No. of Age
group of consumer.

H1: There is difference in response towards soft drinkBrand Image based on No. of Age
group of consumer.

Result: 0.254> 0.05 (Failed to reject null hypothesis. Thus, the difference in mean is
statistically not significant.)

Reporting: One Way ANOVA was performed to study the difference among the soft
drinkBrand Image based on No. of Age group of consumer. There was not a statistically
significant difference among soft drinkBrand Image based on No. of Age group of consumer.
p = 0.254.

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| S.V. Institute of Management, Kadi.
1.5) Feeling Refreshed:

H0: There is no difference in response towards feeling refreshes based on No. of Age group
of consumer.

H1: There is difference in response towards feeling refreshes based on No. of Age group of
consumer.

Result: 0.465> 0.05 (Failed to reject null hypothesis. Thus, the difference in mean is
statistically not significant.)

Reporting: One Way ANOVA was performed to study the difference among the feeling
refreshes based on No. of Age group of consumer. There was not a statistically significant
difference among feeling refreshes based on No. of Age group of consumer. p = 0.465.

1.6) Availability:

H0: There is no difference in response towards availability of carbonate soft drink based on
No. of Age group of consumer.

H1: There is difference in response towards availability of carbonate soft drink based on No.
of Age group of consumer.

Result: 0.988> 0.05 (Failed to reject null hypothesis. Thus, the difference in mean is
statistically not significant.)

Reporting: One Way ANOVA was performed to study the difference among the availability
of carbonate soft drink based on No. of Age group of consumer. There was not a statistically
significant difference among availability of carbonate soft drink based on No. of Age group
of consumer. p = 0.988.

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| S.V. Institute of Management, Kadi.
7.1.2) ANOVA on satisfaction with Consumers Income:

ANOVA
Sum of Squares df Mean Square F Sig.
Taste Between Groups 2.910 5 .582 .880 .497
Within Groups 95.284 144 .662
Total 98.193 149
Price Between Groups 16.796 5 3.359 5.395 .000
Within Groups 89.664 144 .623
Total 106.460 149
Flavor Between Groups 19.357 5 3.871 4.356 .001
Within Groups 127.976 144 .889
Total 147.333 149
Brand Image Between Groups 28.907 5 5.781 5.018 .000
Within Groups 165.926 144 1.152
Total 194.833 149
Feeling Between Groups 28.305 5 5.661 5.424 .000
Refreshed Within Groups 150.289 144 1.044
Total 178.593 149
Availability Between Groups 11.832 5 2.366 2.156 .062
Within Groups 158.041 144 1.098
Total 169.873 149

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| S.V. Institute of Management, Kadi.
2.1) Taste:

H0: There is no difference in response towards soft drinkstaste on Income of the consumer.

H1: There is difference in response towards soft drinkstaste on Income of the of consumer.

Result: 0.497> 0.05 (Failed to reject null hypothesis. Thus, the difference in mean is
statistically not significant.)

Reporting: One Way ANOVA was performed to study the difference among the soft
drinkstaste on Income of the consumer. There was not a statistically significant difference
among soft drinkstaste on No. soft drinkstaste on Income of the consumer. p = 0.497.

2.2) Price:

H0: There is no difference in response towards soft drinkstaste base on Income of the
consumer.

H1: There is difference in response towards soft drinkstaste base on Income of the consumer.

Result: 0.000<0.05 (Null hypothesis is rejected. Thus, the difference in mean is statistically
significant.)

Reporting: One Way ANOVA was performed to study the difference among the soft
drinkstaste base on Income of the consumer. There was a statistically significant difference
among soft drinkstaste base on Income of the consumer. p = 0.000.

2.3) Flavor:

H0: There is no difference in response towards flavor of the Products based on Income of the
consumer

H1: There is difference in response towards flavor of the Products based on Income of the
consumer

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| S.V. Institute of Management, Kadi.
Result: 0.001<0.05 (Null hypothesis is rejected. Thus, the difference in mean is statistically
significant.)

Reporting: One Way ANOVA was performed to study the difference among the flavor of
the Products based on Income of the consumer. There was a statistically significant
difference among flavor of the Products based on Income of the consumer. p = 0.001.

2.4) Brand Image:

H0: There is no difference in response towards soft drinkBrand Image based on Income of
the consumer.

H1: There is difference in response towards soft drinkBrand Image based on Income of the
consumer.

Result: 0.000<0.05 (Null hypothesis is rejected. Thus, the difference in mean is statistically
significant.)

Reporting: One Way ANOVA was performed to study the difference among the soft
drinkBrand Image based on Income of the consumer.There was a statistically significant
difference among soft drinkBrand Image based on Income of the consumer. p = 0.000.

2.5) Feeling Refreshed:

H0: There is no difference in response towards feeling refreshes based on Income of the
consumer.

H1: There is difference in response towards c

Result0.000<0.05 (Null hypothesis is rejected. Thus, the difference in mean is statistically

significant.)

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| S.V. Institute of Management, Kadi.
Reporting: One Way ANOVA was performed to study the difference among the on Income
of the consumer. There was a statistically significant difference among on Income of the
consumer. p = 0.000.

2.6) Availability:

H0: There is no difference in response towards availability of carbonate soft drink based on
Income of the consumer.

H1: There is difference in response towards availability of carbonate soft drink based on
Income of the consumer.

Result: 0.062> 0.05 (Failed to reject null hypothesis. Thus, the difference in mean is
statistically not significant.)

Reporting: One Way ANOVA was performed to study the difference among the availability
of carbonate soft drink based on Income of the consumer. There was not a statistically
significant difference among availability of carbonate soft drink based on Income of the
consumer. p = 0.062.

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| S.V. Institute of Management, Kadi.
7.2 Chi-Square Test:

7.2.1 Which situations did you associate a cool drink with.... * Age
Chi-Square test

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 13.857a 16 .609
Likelihood Ratio 18.124 16 .317
Linear-by-Linear Association 1.651 1 .199
N of Valid Cases 150

H0: There was no association between Situations are associates soft drink and No. of age
group of Consumers.

H1: There was association between Situations are associates soft drink and No. of age group
of Consumers.

Reporting: A chi-square test for association was conducted between Situations are associates
soft drink and No. of age group of Consumers. There was a not significant association
between Situations are associates soft drink and No. of age group of Consumers, χ2 (2) =
13.857, p > 0.609.

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| S.V. Institute of Management, Kadi.
7.2.2 In which place do you normally consume softdrinks? * Gender Chi-
Square tests

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 7.288a 5 .200
Likelihood Ratio 6.908 5 .228
Linear-by-Linear Association .269 1 .604
N of Valid Cases 150

H0: There was no association between at place when consumers are consuming the soft drink
and gender of Consumers.

H1: There was association between at place when consumers are consuming the soft drink
and gender of Consumers.

Reporting: A chi-square test for association was conducted between at place when
consumers are consume the soft drink and gender of Consumers. There was a not significant
association between at place when consumers are consuming the soft drink and gender of
Consumers, χ2 (2) = 7.288, p > 0.200.

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| S.V. Institute of Management, Kadi.
7.2.3 Are you brand loyal of soft drink? * Occupation Chi-Square tests

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 4.111a 5 .533
Likelihood Ratio 4.122 5 .532
Linear-by-Linear Association .197 1 .657
N of Valid Cases 150

H0: There was no association between brand loyalty of the soft drink and Occupation of
Consumers.

H1: There was association between brand loyalty of the soft drink and Occupation of
Consumers.

Reporting: A chi-square test for association was conducted between brand loyalty of the soft
drink and Occupation of Consumers. There was a not significant association between brand
loyalty of the soft drink and Occupation of Consumers., χ2 (2) = 4.111, p > 0.533.

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| S.V. Institute of Management, Kadi.
7.2.4 How much do you spend for soft drink per month? * Family Income (Monthly) Chi-
Square test:

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 14.423a 10 .155
Likelihood Ratio 15.557 10 .113
Linear-by-Linear Association .039 1 .844
N of Valid Cases 150

H0: There was no association between Spend behind the soft drink per month and Family
Income (Monthly) of Consumers.

H1: There was association between Spend behind the soft drink per month and Family
Income (Monthly) of Consumers.

Reporting: A chi-square test for association was conducted between Spend behind the soft
drink per month and Family Income (Monthly) of Consumers. There was a not significant
association between Spend behind the soft drink per month and Family Income (Monthly) of
Consumers., χ2 (2) = 14.423, p > 0.155.

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| S.V. Institute of Management, Kadi.
 Chapter 8:
Finding

53
| S.V. Institute of Management, Kadi.
Finding:
According to the entire this survey,
 Out of the 150 Consumers survey, there are 95.3% consumers are purchase soft drink.
But still 4.7% are consumers are not purchase soft drink.
 Most of the Consumers Are Consuming/ Purchase the carbonated soft drinks in a Hot
day (Summer) situation.
 According to research, 35.3 % people are consuming soft drink at home. Second
consuming place is place of employment which is 26%. only 6 % people consuming
soft drink during journey.
 200ml is most chainable size of the bottle.
 According to survey bottle drink is best option to consuming the soft drink. 25 %
people preferred cans and only 8% people preferred pet bottles.
 Base on the survey most of the peoples are buying a carbonated soft drink once in a
week and second position come daily consumers
 It is observed that the ratio of group which spending 200 to 500 rupees and less than
Rs. 200 is almost same, but very less no of people preferring more than 500 rs for
drink.
 Out of 150 respondents 48 consumer are preferring Davat & 36 consumer are
preferring coca cola and 30 consumer prefer thumps.
 On the basis of survey most of respondent are brand loyal. Which is 71 %.
 On the basis of survey most shifting reason in brand for like to try new flavours and
27 % people shift the brand if not easily available. Only 11 % respondent Influenced
by ads and promotion to shift the brand.
 If preferable brand is not available then, most of the people will take another brand.
 Most of the consumers are highly satisfied with a taste, Flavour, brand image of the
products and availability of the carbonated soft drink and in a price segment
consumers are satisfied only.
 Base on the consumer’s survey are highly satisfied with a health benefits, boost
energy level and Thirst Being Satisfied and In a price segment Refreshing are
satisfied only.
 On the basis of cross tabulation, student is brand loyal, when housewife response
same in both situations. Employed in Private/Govt. Organization are less brand loyal.
 On the basis of cross tabulation, those who have a monthly income is less than 10000
are spending most behind the carbonated soft drinks.

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| S.V. Institute of Management, Kadi.
 Chapter 9:
Conclusion

55
| S.V. Institute of Management, Kadi.
Conclusion:
This study was accomplished to determine the consumer’s attitude towards the Carbonated
Soft drink. The respondents sample from the Kadi area. Here, in this Study the respondents
are the Consumers of the carbonated soft drink products, they consuming their time. Total
respondents are 150.
According to this survey find that, most of the consumers are male and it’s also younger
consumers are most preferring the carbonated soft drink products.
A Consumers are most preferring to consume the Soft drink in a summer session and they
mostly preferring the Davat and Coco-cola brand.
There is a not any significant association between the brand loyalty of the soft drink and
Occupation of Consumers.

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| S.V. Institute of Management, Kadi.
 Chapter 10:
Bibliography

57
| S.V. Institute of Management, Kadi.
Literature Paper:

References
Boomika Imayavarthini.T, S. B. (2019). Customer Preference Towards Soft Drinks In Chennai. Chennai:
International Journal of Innovative Technology and Exploring Engineering (IJITEE).

Kameswara Rao Poranki, M. A. (2019). Dynamic Consumer Influences on Soft Drinks Market in India.
Delhi, Mumbai, Bangalore: Research Journal of Science & Management.

Nakmongkol, A. (2009). THE STUDY OF CONSUMER’S ATTITUDES AND BEHAVIORS TOWARDS

CARBONATE SOFT DRINKS. An Independent Study Presented to The Graduate School of
Bangkok University.

Patel, D. U. (2014). Consumer Preference Towards Soft Drinks: A Perceptual Study. Indore: Pacific
Business Review International.

Other Links:
https://www.britannica.com/topic/soft-drink

https://www.cntraveller.in/story/made-in-india-jolly-jelly-gold-spot-indian-
soft-drinks/

https://www.statista.com/outlook/cmo/non-alcoholic-drinks/soft-
drinks/india

https://www.goldsteinresearch.com/report/india-packaged-non-alcoholic-
beverages-market-size-analysis

1
https://www.maximizemarketresearch.com/market-report/global-non-
alcoholic-beverage-market/74039/

https://pestleanalysis.com/pestle-analysis-of-coca-cola/

https://www.niir.org/information/content.phtml?content=184#:~:text=Ther
e%20are%20about%20110%20soft,cola%20and%20non%2Dcola%20dri
nks.
58
| S.V. Institute of Management, Kadi.
https://www.beveragedaily.com/search?q=Product%20quality%20/%20Te
chnology:&t=products&p=1&ob=score&range_date=date

https://wiki.anton-paar.com/in-en/product-quality-in-soft-drink-
production/

https://www.austriajuice.com/news-blog/soft-drink-trends

shttps://www.macrotrends.net/stocks/charts/KO/cocacola/roe

59
| S.V. Institute of Management, Kadi.
 Chapter 11:
Annexure

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| S.V. Institute of Management, Kadi.
11.1 Questionnaire

A study on Consumer Attitude towards

Carbonated Soft Drink
We are students of MBA (Integrated) pursuing study at S.V. Institute of Management Kadi. As
a part of our curriculum a questionnaire has been prepared seeking your valid response. We
assure that the data collected shall be used purely for academic purpose. Hence, we sincerely
request you to co-operate with us in filling up the questionnaire.

* Required

1.) Do you purchase carbonated soft drink products?*

Yes
No

2.) Which situations did you associated a cool drink with.....*

Hot Day
Friendly treat
Party Treat
Time Pass
Quench your thirst

3.) In which place do you normally consume soft - drinks?*

Home
Place of Employment
Hotel / Restaurant
Cinema Hall
During Journey
College Canteen

4.) Which size of soft drinks do you normally buy?

200 Ml
300 Ml
500 Ml
1 Ltr
More than 1 Ltr

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| S.V. Institute of Management, Kadi.
5.) Which one of the Pack you prefer*
Bottle Drink
Cans
Pet - Bottles

6.) How many time do you buy a soft drink?*

Daily
Once in a Week
More than once a week
Once in a month

7.) How much do you spend for soft -drink per month.*
Less than Rs.200/-
Between Rs. 200/- to 500/-
Above Rs. 500/-

8.) Which one of the following carbonated Soft-drinks you prefer to consume when
you have a choice*
Coco-Cola
Davat
Thumps up
Pepsi
Limca
Fanta
Sprite
Other:

9.)Are you brand loyal of soft drink?*

Yes
No

10.) If No, what is Reason for shift in brand

Not easily available
Better Brand available
Like to try new flavours
Influenced by ads and promotional measures of other brands.

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| S.V. Institute of Management, Kadi.
11.) If your brand of Soft drink is not available in the shop what will be your
choice?*
Take another brand
Go to another shop to buy the same brand
Avoids buying and don't drink
Other:

12.) How do you consider the following aspects of these carbonated soft -
drinks.(give your opinion on 1 = Highly Satisfied to 5 = Highly Dissatisfied)*
1 2 3 4 5

Taste

Price

Flavor

Brand Image

Feeling Refreshed

Availability

Taste

Price

Flavor

Brand Image

Feeling Refreshed

Availability

12.) Can you satisfied on this benefits of soft drink. (Give the satisfaction level of 1
= Highly satisfied to 5 = Not satisfied)*
1 2 3 4 5

Health benefit

Refreshing

Boost Energy level

Thirst being Satisfied

Health benefit

Refreshing

Boost Energy level

Thirst being Satisfied

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| S.V. Institute of Management, Kadi.
Personal Information

Name

Your answer

Gander*
Male
Female

Age*
15 - 19
20 - 24
25 - 30
30 - 34
35 - 39
40 or more

Family Income (Monthly)*

less than 10000
10001 to 15000
15001 to 20000
20001 to 25000
25001 to 30000
30001 or more

Occupation*
Student
Professor / Teacher
Employed in Private/Govt. Organization
Self-employed Business
Farmer
Housewife

Submit

Clear form

Link: https://forms.gle/dZ5TWvBBt8nk6mJB9

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| S.V. Institute of Management, Kadi.