CONTENTS

CHAPTER PARTICULAR PAGE NO.

CHAPTER : 1 INTRODUCTION

CHAPTER : 2 CONSUMER BEHAVIOUR

OBJECTIVES & RESEARCH

CHAPTER : 3 METHODOLOGY

CHAPTER : 4 DATA ANALYSIS & INTERPRETATION

FINDINGS , SUGGESTIONS &

CHAPTER : 5 CONCLUSIONS

CHAPTER :6 QUESTIONNAIRE

 BIBILIOGRAPHY
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 LIST OF CHARTS

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 CHAPTER-1
INTRODUCTION
ABSTRACT
Customer satisfaction is the most important term for any company to survive in this
competitive world, the degree of satisfaction provided by the goods or services of a company
as measured by the number of repeat customers. The main objective of the study is to find out
the customer satisfaction towards Bovonto and to assess the association between
demographic variables and customer satisfaction towards Bovonto. Descriptive research is
followed in this research. The universe of the population includes the respondents who are
the consumers of Bovonto in Poonamalle. The samples (i.e. sample size 50) were selected
among the consumers of Bovonto in Poonamalle. The major findings of the study are, 46% of
the respondents are highly dissatisfied with the taste of Bovonto and only very few (10%) of
respondents are highly satisfied with the same. 30% of respondents are dissatisfied with the
price, and only very few (10%) of respondents are highly satisfied with quality of Bovonto.

KEYWORDS: Beverage industry, Bovonto, Customer contentment, Customer satisfaction,

CocoCola, Pepsi.

INTRODUCTION ABOUT THE MARKET SURVEY

Marketing is the process of communicating the value of a product or service to

customers, for the purpose of selling the product or service. It is a critical business function
for attracting customers. From a societal point of view, marketing is the link between a
society's material requirements and its Economic patterns of response. Marketing satisfies
these needs and wants through exchange processes and building long term relationships. It is
the process of communicating the value of a product or service through positioning to
customers. Marketing can be looked at as an organizational function and a set of processes
for creating, delivering and communicating value to customers, and managing customer
relationships in ways that also benefit the organization and its shareholders.
Marketing is the science of Choosing target markets through market analysis and
market segmentation, as well as understanding consumer buying behavior and providing
superior customer value. There are five competing concepts under which organizations can
choose to operate their business; the production concept, the product concept, the selling
concept, the marketing concept, and the holistic marketing concept. The four components of
holistic marketing are relationship marketing, internal marketing, integrated marketing, and
socially responsive marketing. The set of engagements necessary for successful marketing
management includes, capturing marketing insights, connecting with customers, building
strong brands, shaping me market offerings, delivering and communicating value, creating
long-term growth, and developing marketing strategies and plans

According to Philip Kotler,

"Marketing Research is systematic problem analysis, model building and fact finding
for the purpose of important decision-making and control in the marketing of goods and
services".

INTRODUCTION ABOUT THE COOL DRINKS

A cool drink is a drink that typically contains carbonated water, a sweetener and a
natural or artificial flavoring. The sweetener may be sugar, high-fructose com syrup, fruit
juice, sugar substitutes (in the case of diet drinks) or some combination of these. Cool drinks
may also contain caffeine, colorings, preservatives and other ingredients. Cool drinks are
called "cool" in contrast to "hard drinks" (alcoholic beverages). Small amounts of alcohol
may be present in a cool 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 arc technically cool drinks by this definition but are not generally
referred to as such.
 Cool drinks may be served chilled, over ice cubes or at room temperature. In rare
cases, some cool drinks, such as Dr Pepper, can be served warm. Cool drinks are available in
many formats, including cans, glass bottles and plastic bottles (the latter in a variety of sizes
ranging from small bottles to large 2-litre containers). Cool drinks are also widely available at
fast food restaurants, movie theaters, convenience stores, casual dining restaurants, and bars
from soda fountain machines. Soda fountain drinks are typically served in paper or plastic
disposable cups in the first three venues. In casual dining restaurants and bars, cool drinks are
often served in glasses. Cool drinks may be drunk with straws or sipped directly from the
cups.

Cool drinks are mixed with other ingredients in several contexts. In Western
countries, in bars and other places where alcohol is served (e.g., airplanes, restaurants and
nightclubs) many mixed drinks are made by blending a cool drink with hard liquor and
serving the drink over ice. One well-known example is the rum and coke, which may also
contain lime juice. At ice cream parlours and 1950s-themed diners, ice cream floats are often
sold. Two popular ice cream floats are the coke float and the root beer float, which consist of
a scoop of ice cream placed in a tall glass of the respectively named cool drinks.
COMPANY PROFILE
 1916 is the origin of the Legendary drink 'KALIMARK' by its founder
Shri.P.V.S.K.Palaniappa Nadar and P.Unnamalai Ammal. During that year they started their
commercial production of indigenous cool drinks, at Virudhupatti currently known as
Virudhunagar. While on a steady growth their sons, Shri.K.P.Rajendran,
Shri.K.P.Dharmarajan, Shri.K.P.Ganesan along with their sister Smt.G.Dhamayandhi joined
hands with the founder and with the idea of the youngsters enlarged their business in various
cities such as Madras (Chennai), Madurai and Tirunelveli. The second decade family
members introduced the famous carbonated cool beverage 'BOVONTO' during the year
1959, which created a big bang in the cool drinks market and gave the family a great
breakthrough and self identity.

The grandsons and great grandsons of the founders took active part in the business of
'Kalimark' together and stretched their business all over Tamilnadu. During the decade all the
products of kalimark were sold in pet bottles and all members have installed pet bottle
machines in then factories, and developed their own markets, to meet out the market demand.
The two families Shri.K.P.Rajendran and Shri.K.P.Dharmarajan son's took active part in
floating the new Private Limited Company 'Kalis Sparkling Water Pvt. Ltd.' at Madurai
.

There are Lakhs and Lakhs of satisfied customers who enjoy the Quality and Taste
every day, which is the main motto of 'Kalimark' and is to be maintained in the years to
come. A chance visit to a petty shop in affluent Besant Nagar, Chennai, brought 30-year-old
Deepak Chander a portion of unexpected joy recently. While waiting for his change, he
spotted a bottle of Kalimark Bovonto at the store. The tangy, grape-flavoured, light soda
drink has remained this foodie and poker enthusiast's favourite since he first tasted it as a boy.
"I was so excited to find it in the city. I love the flavour," he says. "Though I've lived hi
Chennai all along, my father's native place is Kanchipuram. "We spent summer vacations
there and die fridge would always be stocked with Bovonto. I had not seen it in the city until
now. Every time T look at a bottle of Bovonto, my memories of the summer holidays come
flooding back," he adds with a laugh.
 Stalled by P.V.S.K. Palaniappan in 1916, the company was named after his father,
Kaliappan, who was a coffee and cardamom exporter. Palaniappan, who was 23 at the time,
wanted to step away from his father's business and try something different. "The idea struck
him when he saw cool drinks manufactured by Spencer's being sold on board trains
(Spencer's and Co., founded in 1865, was a store that retailed imported goods—it catered to
British expatriates and the Indian elite). When he mooted the idea of manufacturing a local
brand to his circle of friends, it was met with an enthusiastic response," says his grandson
K.P.R. Sakthivel, proprietor, Kali Aerated Water Works, Chennai, and the eldest member of
the family today.

With his wife Unnamallai Ammal‘s help, Palaniappan bought a hand-operated

machine which could inject gas into water and pressurize it after 100 turns of the .1 machine's
lever. Three bottles of soda could be cranked out of it. These were then removed and corked
by hand. With shopkeepers encouraging him to ramp up production, Palaniappan moved the
unit out of his house and into his first factory in Virudhunagar district in 1916, the same year
he had started the unit at home.

Subsequent units opened at a gap of every four years, in Madurai, Tirunelveli,

Tiruchirappalli, Kumbakonam, Chennai and Karaikudi. "Al that lime, a dozen was equal to
14 numbers. Our marketing strategy was for shopkeepers to buy a dozen but pay only for 12
bottles. The business was not affected even during the freedom struggle. Our glass bottles
were imported from Germany," Sakthivel notes. As the business flourished Palaniappan's
sons K.P. Rajendran, K.P. Dharmarajan and K.P. Ganesan, along with then" sister G.
Damayanthi Amnial and her son G.Soundarapandian—helped him oversee it until his death
in 1964. Four of Rajendran's children and Dharmarajan's five sons then stepped into the
business.

Sakthivel, Rajendran's eldest son, joined the firm at the Chennai unit in 1971 after
completing his college education. His cousins, K.P.D. Rajendran and K.P.D.Krishnamoorthy,
began looking after the Tirunelveli and Tiruchirappalli units in 1972 and 1973, respectively.
Soundarapandian was in charge of the unit at Kumbakonam while K.P.R. Nageswaran,
Salcthivel's brother, looked after the unit in Karaikudi.
Name of the Founder : Mr. P.V.S.K. Palaniaappa Nadar
Mr. P.Unnamalai
Sons : Mr. K.P.Rajendran,
Mr. K.P.Dharmarajan,
Mr. K.P.Ganesan
Name of the Manufacturer : Kali Aerated Water Works
Place : Virudhunagar
Year : 1916
Presently Managed By : HI & IV Generation
 PRODUCT PROFILE

Kalimark Products
INTRODUCTION ABOUT THE BOVONTO

Bovonto is a cool drink popular in South India, especially Tamil Nadu with a select
fan following it is manufactured and marketed by Kali Mark (Kalis Sparkling Water (P)
Ltd.), which has offices and bottling plants at several locations in Tamil Nadu. At present it
has put up a distribution point at Chennai.

The drink is mildly carbonated and has a tangy grape-cola taste. Kali Mark is a
regional-level player and is one of the very few indigenous cool-drink manufacturers in India
that survived the onslaught of take-overs by multinational giants Pepsi and Coca Cola, during
the mid-1990s. Other than Bovonto, the company also used to produce cool drinks like Trio,
Solo and Frutang. The company still maintains a low profile in areas of marketing
advertising. It has a minimal online presence.

When Pepsi and Coke entered the market, they sold 300 ml bottles at Rs 5, while
Bovonto sold for Rs 8. Kalimark maintained its price. Kalimark is an Rs.100 crore brand
now. Bovonto does not do much aggressive marketing; they mostly rely on word of mouth.
Kalirnark. Recently to increase then- penetration they started to appear in TV shows.
Bovonto presents a Tamil mega serial (Nadhaswaram) in sun TV and a gaming show in Vijay
TV. The parent company of Bovonto has manufacturing units in eight places in Tamil Nadu
 The company lacks economy of scale, but the strengths of the company include great
product, a popular brand and strong distribution.

Bovonto, being Tamil Nadu's favourite drink has established its taste and quality since
a very long time. The drink gives a tangy grape cola taste which is slightly carbonated.
Unlike other sodas, Bovonto has mild ingredients that makes the drink taste more delicious
and less carbonated.

The product Bovonto came into existence in 1916, in Virudhunagar under Mr.
P.V.S.K. Palaniappa Nadar. The company is being run by the fourth generation of the family.
During the 1990s, almost all of the local cool drinks were either bought or driven out of
business by aggressive pricing and marketing by foreign competitors. But Kalimark made a
strong ground in Tamil Nadu with almost all small players out of the game. Recently
Kalimark group has reinvented itself with modern technology for production. The shape of
Bovonto pet bottle was redesigned and production was increased. During the decade the cool
drinks are sold in pet bottles and have installed pet bottle machines, and developed their own
markets, to meet out the market demand.They took active part in floating the new Private
Limited Company "Kalimark Product".

Bovonto is a cool drink popular in south India, especially Tamilnadu. The drink gives
a tangy grape cola taste which is slightly carbonated. It contains Citric acid, Synthetic food
colours and added nature identical, natural and artificial mixed flavourinng substance.
Bovonto is ideal cool drink for everyone and it comes with really good taste, cannot compare
with other drinks. Once tasted bovonto will never try other beverages. Bovonto cool beverage
is available hi 500ml and 1.5litre bottle.
Bovonto Ingredients
 Carbonated Water
 Sugar,
 Citric Acid E330 and Contains permitted Natural Colour 150d
 Synthetic food colours E133,122,124,102.
 Contains Permitted Class II preservative E211 Contains added nature Identical,
Natural and Artificial mixed flavourinng substances.

Nutrition Facts
Bovonto Serving Size : 1 Bottle
Calories : 64
Total Carbohydrates : 16g
Sugars : 16g

Bovonto Health Concern & Safety Measures

 Overall Hazard
 Reproductive toxicity
 Allergies & Immune toxicity
 Use Restrictions

Requirement
 200ml, 250ml, 300ml. 500ml, 1.5 Lts
PRODUCTS

Kalimark Clear Lemon

 300ml, 500ml
 The refreshing clear lemon has a sharp taste which does not forget to hit you straight
on your taste buds making the juice tasty and appetising. Prepared under highly
hygienic conditions, this drink satisfies the love for lemon. Clear Lemon acts as an
energy carbonated drink for all age groups.

Kalimark Frutang

 250ml, 500ml, 1.5 Lts

 Quench your thirst for taste by drinking Frutang made from ripe mangoes. Fresh from
the trees, the mango tasting non alcoholic drink has its nature‘s best handpicked
mangoes added as one of the main ingredient in Frutang. Prepared under highly
hygienic conditions, this drink sure satisfies the love for mangoes. Making it a perfect
summer drink, Frutang stands out to be one of the most selling Kalimark product
among people.

Kalimark Ginger Beer

 200ml, 300ml, 500ml
 Who doesn‘t like something that tastes ginger. Kalimark Ginger gives the drink a
healthy and a poised taste that makes the drink taste more like ginger soda. The
carbonated soda mixed with the taste of ginger essence makes the drink strong. Under
circumstances of indigestion, Ginger soda is the best drink that one should hold on to.
The ginger taste will enhance

 the body mobility by making a healthy improvement for the throat and stomach.
Kalimark Panneer

 200ml, 300ml, 500ml, 1.5 Lts

 Kalimark Panneer is ‗love‘ in a bottle. Rose essence mixed with carbonated water
gives a traditional preparation of this drink containing the essence of real rose petals.
Giving a soothing and a lovely taste to it, the drink improves the taste buds of oneself.
Increasing high levels of tasty essence to it, Kalimark Panneer gives a gentle yet
strong taste making the soda taste like heaven.

Kalimark Cloudy Lemon

 200ml, 300ml, 500ml

 Kalimark Cloudy Lemon is a bittersweet soft drink with a mild rounded taste of
lemon. It is refreshing and a great taste experience for anyone who enjoys a good
lemon drink. The lemon taste will enhance the body mobility by making a
refreshment to the mind.
 HISTORY
 The product Bovonto came into existence in 1958, in Virudhunagar
under Mr. P.V.S.K. Palaniappa Nadar. The company is being run by the fourth
generation of the family.

 During the 1990s, almost all of the local soft drinks were either bought
or driven out of business by aggressive pricing and marketing by foreign
competitors.

 But kalimark made a strong ground in Tamil Nadu with almost all small
players out of the game. Recently Kalimark group has reinvented itself with
modern technology for production

 The shape of Bovonto pet bottle was redesigned and production was
increased.

 During the decade the soft drinks are sold in pet bottles and have
installed pet bottle machines,and developed their own markets,to meet out the
market demand.,the took active part in floating the new Private Limited
Company 'KALIS SPARKLING WATER P.LTD' at Madurai.

KALIMARK’S FIGHT
 Kalimark had always been quite popular. But with the entry of big brands,
namely Coca- Cola and Pepsi, Kalimark‘s products began to disappear from the
market. Bit by bit the company began to lose to cola giants and theirproducts.

 However, with the recent development of the case of the ban being applied
to Coca-Cola and others, the company thinks about comingback into the market.

 Only recently the company, which is managed by the third and the fourth
generation, released a plan for one thousand crore revenue plan by 2020.
 CHAPTER-2
CONSUMER BEHAVIOUR
Consumer orientation items from the company‘s adoption and implementation of the
marketing concept – a philosophy of every business unit which has triple implications
namely:

1) The victory of any business unit rests on consumers who are willing to accept
and play for the product or services.
2) The firm must be aware of what the market want well in advance of production

3) Consumer wants must be monitored continuously for assured success over

competitors.

The consumer are the arbiters of fortune in business in highly competitive Economics
system , the success , survivaland growth of firm warrants accurate knowledge about
– the consumer is the crucial task of every marketing manager.

DEFINITION:

Professor walterC.G and professor paul G.W it is ― the process whereby individual
decide whether , what , when , where , how and from whom to purchase goods and
services.

Customer satisfaction is the most important term for any company to survive in
this competitive world, the degree of satisfaction provided by the goods or
services of a company as measured by the number of repeat customers. The main
objective of the study is to find out the customer satisfaction towards Bovonto and
to assess the association between demographic variables and customer satisfaction
towards Bovonto. Descriptive research is followed in this research. The universe
of the population includes the respondents who are the consumers of Bovonto in
Poonamalle. The samples (i.e. sample size 50) were selected among the
consumers of Bovonto in Poonamalle. The major findings of the study are, 46%
of the respondents are highly dissatisfied with the taste of Bovonto and only very
few (10%) of respondents are highly satisfied with the same. 30% of respondents
are dissatisfied with the price, and only very few (10%) of respondents are highly
satisfied with quality of Bovonto.
REVIEW OF LITERATURE

Vincent and Mapillai vinayakar (2002) in his article titled, ―Bovonto market share
evaporating‖ said that, the Original bottled beverage, is finding its market share beverages
down over time. After regaining the market for decades, Bovonto is finding it tough to sell
extra volumes. The market size for bottled beverage in the first two months of the calendar
year was 12.5 million cases, up by more than 30 per cent, from 9.5 million cases in the
corresponding period last year. Norton rich (2013) in his article titled, ―Bottled beverage-
Thumps-up closes in on Bovonto‟s retail share‖ Summer wars are no longer just about fizz
and hot air; they have filtered down to packaged beverage as well. The Nadar-owned
Bovonto and Coca-Cola's Pepsi are neckand-neck in the Rs 1,200-1,500-crore retail
packaged beverage segment, according to market researcher Coco cola Pepsi. Bovonto,
however, claims it leads in the bulk segment, which contributes to over 50% of its sales.
Simmons Mathews &Rafeal Nadal (2002) in their article titled, ―Bovonto swims in murky
beverages‖ said that Bovonto seems to be in murky beverages. Bureau of Indian Standards
has recommended suspension of operations of Sundari Chauhan‟s bottling plant in Delhi on
issues of safety and health. According to BIS sources, the plant was not meeting the
stipulated quality standards. A final decision on BIS's recommendation, however, will be
taken by the appellate authority of consumer affairs ministry. Anonymous (2008) in his
article titled ―Bovonto, Mount Everest fight over „Himalayas‟ intensifies‖ said that the fight
between bottled beverage major Bovonto and Mt Everest over the usage of Himalayan
brand reached a new pitch on Tuesday with Ramesh Chauhan-promoted firm accusing the
Tata group company of fabricating and pasting label on its bottles

Dr.Sumeet Agarwal and Mrs. M. Madhuri Devi (2015) The customer

preferences of soft drinks relating to the brands in the market. They conducted
the study to find out the the flavour which is more popular, which is the most
compelling factor for the consumer to consume soft drinks, rating of the
product, how often consumer consumes the soft drinks, size preferred in terms
of packing, sources used to purchase etc. They found out that advertisement,
brand, size, colour, taste were the reasons for the consumers to purchase the
product. They further concluded that retailer‘s or anyone‘s reference to purchase has no
impact on the purchase of soft drinks by the consumers.

V. Anojan & T. Subaskaran (2015) Study in the northern province of Srilanka to find out
the customer preferences and customer‘s buying behaviour of all the soft drinks in that area.
They tested by taking two main variables such as consumer‘s preference and consumer‘s
buying behaviour which again included sub variables. They collected information from 300
respondents in the northern province of Srilanka. They analysed the results using Regression
and Correlation and concluded that there is significant relationship between consumer‘s
preference and buying behaviour.

Santhosh .T.M (2013) ―A Study On Consumers‘ Preferences Towards Soft Drink Products
‖ analysed the factors affecting the choice of soft drinks and also to bring out the customers
buying pattern of Coca Cola soft drinks. The researcher collected data from 150 respondents
and found that majority of the respondents buy soft drinks on a monthly basis for its taste
and family use. He also found out that majority of the respondents are satisfied with the
price of all coca cola soft drinks.

Sachin Singal (2009) Study on consumption patterns of soft drinks and fruit juices in North
West Delhi region which covered areas of Paschim Vihar, Pitam Pura, Rohini area, Punjabi
Bagh by taking in to consideration the following factors like : Changing consumption
pattern, health factor, status consciousness, varying lifestyle etc. The study concluded that
majority of the people consume soft drinks to put off their thirst and fruit juices due to its
health benefits.

Arunee Nakmongkol (2009) Researched on the customer‘s behaviour towards carbonate

soft drinks at Siam Paragon, Muangthong Thanee and Chachoengsao areas of Thailand. The
researcher identified that thirst and price are the most important factors for consumer‘s
purchase of a particular soft drink brand and all the other factors such as brand, size, colour
etc. The study concluded that on an average the customers are satisfied, but still the soft
drinks manufacturers has to concentrate on low sugar products as the customers are more
concerned with health in order to increase the market share.
THEORITICAL FRAMEWORK TIMELINE OF BEVERAGE

1676 – First European commercially sold examples of ―soft drinks‖ were

introduced in during 17th century. They represented only water that was
sweetened with lemon juice and honey.

1767 – Englishman Joseph Priestley was first who discovered the procedure of
carbonating water by infusing it with carbon dioxide.

1771 – Swedish chemistry professor Torbern Bergman managed to

independently create similar process of carbonization of water.

1783 - J. J. Schweppe developed process of creating high-grade carbonated

mineral water. He founded Schweppes Company in Geneva. Late 1700s –
Englishman John Mervin Nooth improved the process so that is more ready to
be used by larger manufacturers.

1810 – Manufacture of ―imitated mineral water‖ was patented in the US.

1819 – First ―soda fountain‖ machine was patented by Samuel Fahnestock.

1835 – Bottled soda water started to be sold in the US. Picture Of Experiments
On The Carbonization Of Water

1850 – Manufacture of soda water bottles is streamlined with the introduction

of hand & foot operated machine for filling and bottling.

1851 – Ginger ale was created in Ireland.

1861 – First appearance of the word ―pop‖ soda and drinks.

1874 – Ice cream soda starts to be sold.

1876 – Public sale of Root beer.

1881 – First cola-flavored soda is sold.

1885 – ―Dr. Pepper‖ is invented by Charles Aderton.

1886 – ―Coca Cola‖ is invented by Dr. John S. Pemberton. Its exact formula is
still unknown.

1892 – Crown bottle cap is invented by William Painter.

1898 – Caleb Bradham invented ―Pepsi-Cola‖.

1899 – Patent for glass blowing machine that can create glass bottles.

1916 – Kalimark identified the famous ―Bovonto‖ brand.

1919 – Formation of the ―The American Bottlers of Carbonated Beverages‖.

1920 – Over 5 thousand bottling companies existed in United States. Early

1920s – Implementation of first soda bottle vending machines.

1929 - Charles Leiper Grigg invented "Bib-Label Lithiated Lemon-Lime

Sodas", a drink that will later on be renamed into ―7 UP‖.

1940 – ―Mountain Dew‖ invented by bottlers Barney and Ally Hartman.

1941 – ―Fanta‖ is introduced in Germany.

1952 – ―No-Cal Beverage‖ was first diet soda drink.

1957 – Introduction of first aluminum cans.

1959 – First died cola.

1962 – Pull ring tab was introduced.

1965 – Aluminum can soft drinks are distributed in vending machines.

1970 – Plastic soda bottles.

1973 – Creation of first PET bottle.

1982 – Caffeinated drinks are introduced.

1987 - Austrian entrepreneur Dietrich Mateschitz created formula for Red bull
energy drink.

1993 - Organic and juice sodas.

2001 – Energy drinks were popularized.

2002 – Vanilla Coke was introduced.

2003 – Coke Zero was introduced.

PROFILE OF BEVERAGE

The marketed beverages (non-carbonated) appeared in the 17th century. They

were made from water and lemon juice sweetened with honey. In 1679, the
compagine delimonadiers Paris were granted a monopoly for the sale of
lemonade soft drinks. Raw materials used in soft drinks

There are different type of raw materials used in different beverage s most of
the raw materials are :

 Water: the simple sweetened soft drink contains about 90% of

water,while in diet drinks. It contains 95% of water.

 Flavor: flavor: is of great importance in soft drink. Even water from

different places has different taste. The flavor for taste added can be
natural or artificial,acidic,caffeine.

 Acids: acids like citric acid & phosphoric acid are added to give

refreshing tartness or bite & help in preserving the guality of a drink.

 Natural flavors: these are the flavors, which are extracted from fruits

,vegetables ,nuts ,barks ,leaves etc. in soft drink containing natural

flavors & fruit juice.

 Artificial flavor: these are the flavors manufactured from natural

extracts. This is used to give greater choice, in taste to consumers.

 Caffeine: caffeine has special kind of taste makes the taste of soft drink

a royal one.caffeine was added to soft drink from its introduction to a

commercial market but now caffeine free soft drinks are also available.
Its quality is Y4 than compared with same amount of coffee.

 Carbon dioxide: carbon dioxide is a colorless & smell less gas, which is

added to cold drink to get bubble & it also help in keeping drink strong
&fresh

 Color: along with taste of soft drinks is also of very important, the

company tries to maintain both taste & colur of the soft drink every
where in the world.

 Sugar: sugar syrup is added to the drink at around 75 degree C to the

pure drinking water ,this is to make soft drink taste sweet. Even
artificial sweetness is also used.

DEFINITION OF BEVERAGE

Beverages are an integral part of human diet, starting from new

born. The cycle starts with the infant formulas- highly complex drink,
rich in many key nutrients. As human age and their nutritional
requirements change, product designer keeps pace by developing new
and innovative beverages to meet these needs. Beverages can be defined
as any fluid which is consumed by drinking . It consists of diverse group
of food products, usually liquids that include the most essential drink
 water to wide range of commercially available fluids like fruit beverage,
synthetic drinks, alcoholic beverage, milk, dairy beverages, tea, coffee,
chocolate drinks etc. Despite differences in their properties one common
feature that exists in all beverages is their ability to act as thirst
quencher. In simple words beverages can be defined as liquid which is
essentially designed or developed for human consumption. The
beverages are rarely consumed for its food value but it is vital for life.
Although their prime role is to fulfill the human need but these are part
of our culture. However there are important pre-requisite for beverage
are All are made from food ingredients. All are subject to pure food law.
Consumed in enormous quantities sometimes safer than potable supply.

CLASSIFICATION OF BEVERAGES

Beverages may be classified on various ways. The classification

criteria may depends on various factors as mentioned below: 1. Natural
and Synthetic (Ingredients used in manufacture) 2. Carbonated and Non-
carbonated (Degree of mechanical carbonation) 3. Alcoholic and Non-
alcoholic (presence or absence of alcohol) 4. Hot and Cold (Temperature
of serving) 5.Stimulating and Non-stimulating (Based on physiological
effect)

Carbonated and non-carbonated beverages Carbonated beverages are

the one where carbon dioxide is dissolved in syrup or water. The presence
of carbon dioxide creates bubbles upon release of pressure and fizzing in
the beverage. The carbonated beverages are commonly referred as Soft
Drink. Cola or lemonade beverages are typical examples of carbonated
beverages. The process of fermentation also produces carbon dioxide in
certain beverages like beer. Carbonation is done for various reasons.
Consumers find the fizzy sensation pleasant, and like the slightly different
taste that dissolved carbonic acid provides. Soda water is another popular
type of carbonated beverage which may also be flavoured. Majority of
fruit and dairy based beverages falls into the category of non-carbonated
beverages. The category also includes hot beverages and alcoholic
beverages that do not contain carbon dioxide.

Alcoholic and non-alcoholic beverages Alcoholic beverages contain

ethyl alcohol which can be consumed for its intoxicating and mind-
altering effects. Alcoholic beverages are produced by the process of
natural or controlled fermentation.

Hot and cold beverages Another criterion for classifying beverages is

the temperature of serving. Certain beverages are consumed only hot i.e.
temperature above 65-70C which are termed as Hot beverage while those
served at chilled temperature are called as cold beverages. The examples
of hot beverages are tea, coffee, chocolate and milk. However, iced tea
and cold coffee are served chilled. Most of the fruit beverages, dairy
drinks, alcoholic drinks and soft drinks are example of cold drinks. Term
cold drink is synonymous to carbonated drinks as well. Stimulating and
non-stimulating beverages Consumption of some beverage stimulates the
body systems mainly to nervous system and circulatory system. It is
mainly due to the presence of certain chemical compounds like caffeine in
coffee and tea, many phenolic compounds in herbal drinks and ethyl
alcohol in alcoholic beverages. The chemical constituents present in these
beverages influence the physiological processes as follows: Increase in
basic metabolic rate (BMR) Increase in blood circulation and heart beat
Stimulation of central nervous system (CNS) and release of neuro
transmitter Diuretic (increase in frequency of urination) Enhancement in
secretion of gastric juice

Other beverage There are many other categories of beverages and it

includes nomenclature like herbal drinks, mood drinks, energy drinks and
sports drinks. Energy drinks are those beverages which boost energy and
mainly contain sugar and caffeine. In recent past there has been rapid
growth in the demand of energy drinks. These drinks may also contain
variety of stimulants and vitamins. Herbal drinks are prepared by using
the infusion of herbs in water. A wide variety of herbs may be used in
preparation of such drinks. Many herbs like aloe vera, ginseng, shatavari,
Arjuna, lemongrass, thyme etc. may be used for as base material for
herbal drinks. Sports beverages are also called as electrolyte drinks are
basically designed to replenish the loss of fluid & electrolytes and provide
quick energy during the exercise and sports activity. The mono
saccharides such as dextrose, glucose syrup are added so that they can be
transported easily into the muscle cells and produce energy apart from
sucrose and maltodextrin. The carbohydrate content of sports beverage
varied in the range of 4-8 percent. Electrolytes are many essential
minerals such as chloride, calcium, phosphate, magnesium, sodium, and
potassium. Electrolytes control osmosis of water between body
compartments and help maintain the acid-base balance required for
normal cellular activities.
THERE IS ONLY A LITTLE DIFFERENCE BETWEEN COCA
COLA ,PEPSI AND BOVONTO.

An average Coke , pepsi has 10.6g sugar / 100ml. Bovonto had 16g sugar / 100ml.Excess
sugar consumption causes metabolic dysfunction. It causes a barrage of
symptoms known as classic metabolic syndrome. These include weight
gain, abdominal obesity, decreased HDL and increased LDL, elevated blood
sugar, elevatedtriglycerides, and high blood pressure. It increases your uric acid
levels.
Except Bovonto doesn't have phosphoric acid and pesticides .Phosphoric acid
is used to give these drinks a tangy flavour.It reduces the level of calcium in
bones and causes osteoporosis. Bovonto may seem a tad better than the others.
But the higher sugar levels of Bovonto makes up for this.

However moderation is the key. Most of these effects comes in to play if you
drink soda in excessive amounts.
 CHAPTER-3
OBJECTIVES & RESEARCH
METHODOLOGY
 OBJECTIVES OF THE STUDY

 To study about the preferences and need the customer on the product of

Kalimark Bovonto soft drinks.

 To study about the channel of distribution.

 To Study the consumers preferences for Bovonto.

 To know the reason to buy Bovonto Drinks.

 To determine the consumers' perception on the taste, price and

advertisements.

 To study about the sales and marketing report.

 RESEARCH METHODOLOGY

In this survey, convenient sampling method is used. 100 persons are

chosen for the study in Chinnamanur Town in Theni District to constitute the
sample of consumers for the study. Under convenient sampling whoever is
available, willing and whose co-operation is fully available were taken as
respondents for the study. It is kept as a rough guideline and depending on the
respondent's nature of response, the sequence of questions and the number of
sub-questions for probing the respondents mind-varied. Hundred respondents
from various places in the study are interviewed. The data from the respondents
is collected during me month February 2016. The interpretation of the data is
made using simple percentage, tabulation etc.,

Scope

What aspects are to be covered in the research are to be highlighted in

brief in this section of methodology. A justification for limiting the research
work to these limits is to be provided in this section.

Research Design

It gives details about, the exploratory, explanatory or descriptive or

experimental nature of the research work. Why particular design is used and
what is its importance is also put in this section. According to David J. Luck a
research design is defined as, "A series of advanced decisions that taken
together, comprise a master plan or model for the conduct of an investigation".
Data Collection Method

Whether secondary or primary data is to be collated is explained. A copy

of the questionnaire or schedule used is to be attached in appendix and its
importance is highlighted in this getting.

Primary Data

Primary data are obtained by a study specifically designed to fulfill the

data needs of the problem at hand, such data are original in character and arc
generated in large number of surveys conducted mostly by government and also
by some individual, institutions and research bodies.

Secondary Data

Data that are not originally collected but rather obtained from published
or unpublished sources are known as secondary data. The secondary data
constitute the chief materials on the basis of which statistical work is carry out
in many investigations.
Sampling Plan

Who is to be surveyed, how many are to be surveyed, how are they

selected and how are they reached. All these details are to be given in this
section "It is a small piece of the population obtained by a probability process
that mirrors, with known precision, the various patterns and bob-classes of the
population".

i. Sample Unit

I chose my sampling area at Chinnamanur Town for market survey of the

Bovonto cool drinks.

ii. Sample Size

The sample size taken for the survey is 100 respondents.

iii. Tools Used for Analysis

The collected data were interpreted using percentage analysis method.

Consumer insights research is the process and practice of tracking down what is
motivating the consumers and what their needs and preferences are. There are
various methods and techniques to conduct consumer insights research in the
marketing world. Every research method, with its own strengths and
weaknesses, is used in different situations. This article tells you about:

 Different methods in consumer research

 How to choose the best consumer research technique for your campaign

There are two main types of research and each type consists of different
techniques.

 Quantitative research: It includes numbers and answers the questions of

"how much" and "how many".

 Qualitative research: It consists of non-numerical data and answers the

questions starting with "how", "what", "when", "where" and "who".
 CHAPTER-4
DATA ANALYSIS &
INTERPRETATION
DATA INTERPRETATION

Interpretation refers to the task of drawing inference from the collected

facts. After an analytical our experimental study. For the survey the collected
data are analyzed and interpreted by the percentage analysis method. This
attempt to organize and summaries data in order to increase results.

Usefulness in such a manner that enable the research to relate critical

points with the study objectives. Sometimes these organizing and summarizing
of .data collected through the use of sample, the reliability of the summery
estimates is required to be determined. In this survey the collected data are
analyzed and interrelated by the percentage analysis method.

Percentage Analysis Method:

Percentage method to special kind of ratio percentage is used in making

comparison between two or more series of data percentage are used to describe
relationship.

No. Of Respondents
Percentage = ———————————— x 100
Total respondents
 FINDINGS

 90% of the respondents like cool drinks.

 67% of respondents prefer in Bovonto brand.

 50% of respondents prefer Bovonto for its Taste.

 53% of respondents are gathering knowledge from TV Advertisement.

 63% of respondents purchase from Supermarket.

 46.66% of respondents are purchase in 1 litre for every time.

 66.66% of respondents say that the Bovonto quality is excellent

 66.66% of respondents say that the Bovonto price is reasonable.

 50% of respondents' opinion about the market moving level is fast.

 81.66% of respondents are consuming in summer time.

 41.66% of respondents are using Bovonto from 2-3 years.

 83.77% of the respondents say that Bovonto easily available in our area.

 83.33% of the respondents feel that no side effects in using period.

 83.33% of the respondents expect the changes in Bovonto.

 41.66% of respondents expect the changes in packing.

 83.33% of the respondents are recommending to others.

 83.33% of the respondents arc fully satisfaction in this product.

 41.66% of respondents are known the Fanta brand.

 SUGGESTIONS

 A little more of local advertisement would increase the local sales for

Bovonto.

 The advertisement should indulge the consumers to drink Bovonto any

time throughout the year

 They may introduce varieties of flavors

 Kalimark industries may bring a variety of new tastes in Bovonto cool

drinks.

 Alteration in the packaging style would increase the demand of purchase.

 Reduction in the price of Bovonto will make it move taster in the market
 DISCUSSIONS

 Majority (66%) of the respondents are male and remaining are female.

Majority(52%) of the respondents are in the age group of 18-25 years.

 The respondents are less satisfied with the availability of the product with

the mean value of 3.64 but more satisfied with its price, quality, label

information etc. with the mean value ranging from 4 to 5.

 46% of the respondents are highly dissatisfied with the taste of Bovonto

and only very few (10%) of respondents are highly satisfied with the

same.

 30% of respondents are dissatisfied with the price, and only very few

(10%) of respondents are highly satisfied with quality of Bovonto.

 LIMITATIONS

 The survey was limited only to Chinnamanur City.

 The survey conducted only among the limited size of samples.

 This study was in the geographical area of Chinnamanur Town. So, this

project cannot suit for other areas.

 Some respondents feel irritated to answer the questions.

 Faced more difficulties in gathering data.

 CONCLUSION

From the field survey, I came to know about the consumer's preference
and their needs of "Bovonto Cool Drinks". This survey method is the best
method for collecting information regarding the product and opinion of the
customers. Market survey is essential to start any business. So each and every
graduate should have thorough the knowledge about the market condition. I
have gained a broad knowledge during this survey. I hope this survey
experience will be a step to build up my carrier in future.

Through the research paper entitled, ―Customer satisfaction towards

Bovonto‖, it is concluded that the demographic variables such as age group,
gender and occupation are having not having impact on the factors of customers
satisfaction. The research outcome also indicates that, most of the customers
were not satisfied towards Bovonto to the chosen factor
 A STUDY ON CONSUMER USAGE AND SATISFACTION
REGARDING BOVONTO COOL DRINKS IN CHINNAMAINUR TOWN
Name: Age:

Address: Mob.:

QUESTIONNAIRE

1. Do you like Cool Drinks

a. Yes b. No

2. If yea, which brand of Cool drinks do you like?

a.Bovonto b. Slice c. Pepsi d. Fanta

3. Why do you prefer Bovonto?

a. Taste b. Brand Name c. Quality d. Digestion

4. Where did you get the knowledge about Bovonto?

a. TV Advertisement b. Friends c. Magazine

5. Where did you purchase Bovonto?

a. Supermarket b. Bakery c. Juice Shop

6- Whal is the quantity of Bovonto you purchase each time?

a.500ml b. 1 litre c. 1.5 litre

7. What is your opinion about the quality of Bovonto?

a. Excellent b. Better c. Poor

8. What do you feel about the price of Bovonto?

a. High b. Reasonable c. Low

9. What is your opinion about the market movement of Bovonto?

a. Fast b. Medium c. Slow

10. When do you consume Bovonto?

a. Summer b. Festivals c. Parties

11. For how long are you consuming Bovonto?

a. 1 year b. 1-2 years c. 2-3 years d. Above 3 years

12. Is the product available in your area?

a. Yes b. No

13. Have you experienced any side effects while consuming Bovonto?

a. Yes b. No

14. Do you expect any changes in Bovonto?

a. Yes b. No

15. if yes, what kind of changes do you expect?

a. Packing b. Extra Quantity c. Price Offer

16. Would you like to recommend this product to others?

a. Yes b. No

17. Are you satisfied with this product?

a. Yes b. No

18. Do you know the competitor brands of this product?

a. Fanta b. Pepsi c. Slice d. Appy Fizz

19. Give any suggestions. .......................................................................

 BIBLIOGRAPHY

Marketing - Dr. N. Rajan sanjith R. Nair

Marketing Research - A. Mustafa

Research Methodology - Philip Kotler

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Websites:

 www.kalimark.com

 www.google.com

 https://www.hbmedia.info/petplanet/20150907-sidel

 http://omanobserver.om/be-aware-of-calories-from-soft-drinks-during-

meals/

 http://omanobserver.om/soft-drinks-may-age-you-as-fast-as-smoking/