mayur rawat

RESEARCH ON CONSUMER BEHAVIOR

TOWARD SOFT DRINKS

NAME : MAYUR RAWATROLL.NO : 1423

INTRODUCTION The major constituent of our body is fluid, it is an essential

requirement that need to be fulfilled. In modern life there are different kind of soft drinks are available in market such as carbonated drinks, milk product, juice and fruit drinks.

Now days these drinks have been part of the life of all of us, we all are well aware of these words.

Taste the thunder Ye Dil mange more Yeh hai youngisthan meri jaan Do the DEW Amul taste of India

Today soft drink not only reduce the thirst but also has become style and fashion. The interest of survey is to know what people like most about soft drinks and what attracts them toward these products.

OBJECTIVE

1. To understand consumer perception toward soft drinks.

2. To understand purchase behavior of consumer.

3. To understand relationship between demography of population and purchase behavior.

4. To understand what people prefer most towards soft drinks.

RESEARCH QUESTIONS

1. What are the factors attracting people towards soft drinks?

2. What are the factors influencing people’s choice?

3. What people looks for in these products?

4. What is the preference of people?

5. What are the criteria for selection?

METHODOLOGY

Research design: Descriptive type

Sampling design: Type of population: Infinite Sampling unit: Geographical sample unit Parameter of Interest: Most popular soft

drinks among people. Criteria of selection of soft drinks by people.

Sampling: : Convenient sampling (non probability)

SAMPLING

A sample size of 170 consumer was selected.

where, e = 0.1 Z = 1.96 at 95% confidence level; = 4/6

S.D= Range of population 6

DATA

Type: Primary

Data Collecting Instrument: Questionnaire.

Scaling technique: Rating scale.

LIMITATION OF THE STUDY

1. Responses may vary as some of people did not want to come with real answer.

2. Small sample size.

3. Personal bias of respondents limit the scope of study.

4. Survey is conducted only in particular area hence results may not be generalized.

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DATA ANALYSIS

FREQUENCY TABLE Gender of consumer

Frequency PercentValid

PercentCumulative

PercentValid Male 112 65.9 65.9 65.9

Female 58 34.1 34.1 100.0Total 170 100.0 100.0

Gender of consumer

34.1%

65.9%

female

male

Inference:- The study was performed on 170 people which were randomly selected in that major portion is covered by the male that is 65.9% and female with 34.1%.

FREQUENCY TABLE Consumer’s occupation Frequency Percent Valid Percent

Cumulative Percent

Valid Professional 23 13.5 13.5 13.5Businessman 22 12.9 12.9 26.5service 23 13.5 13.5 40.0student 90 52.9 52.9 92.9other 12 7.1 7.1 100.0Total 170 100.0 100.0

Consumer's occupation

7.1%

52.9% 13.5%

12.9%

13.5%

other

student service

bussinessman

professional

Inference: - Out of 170 people surveyed the major portion is covered by the student 52.9% and followed by professional and service person with 13.5% and businessman with 12.9% and other was found to be 7.1%

FREQUENCY TABLE Consumer’s age group Frequency Percent Valid Percent

Cumulative Percent

Valid 15-20 78 45.9 45.9 45.920-25 57 33.5 33.5 79.425-30 12 7.1 7.1 86.530-40 11 6.5 6.5 92.940-50 12 7.1 7.1 100.0Total 170 100.0 100.0

Consumer's age group

7.1%

6.5%

7.1%

33.5%

45.9%

40-50

30-40

25-30

20-25

15-20

Inference: - The 170 people surveyed and there age was found to be 15-20 years with 45.9%,20-25 years with 33.5%, 25-30 years and 40-50 years with 7.1% and 30-40 years with 6.5%.

KIND OF SOFT DRINK PREFERRED BY CONSUMER

Frequency Percent Valid PercentCumulative

PercentValid carbonated(pepsi

coke etc) 85 50.0 50.0 50.0non carbonated 43 25.3 25.3 75.3milk products 14 8.2 8.2 83.5energy drinks 9 5.3 5.3 88.8fruit juice 19 11.2 11.2 100.0Total 170 100.0 100.0

Kind of soft drink preferred by consumer

11.2%

5.3%

8.2%

25.3%

50.0%

fruit juice

energy drinks

milk products

non carbonated

carbonated(pepsi cok

Inference: - Out of 170 people the kind of soft drink preferred by the people are carbonated (50%), non-carbonated (25.3%), fruit juice (11.2%), milk products (8.2%)and energy drinks (5.3%).

WHY PEOPLE PREFER SOFT DRINK Frequency Percent Valid Percent

Cumulative Percent

Valid Thirst 90 52.9 52.9 52.9Energy 11 6.5 6.5 59.4Style 34 20.0 20.0 79.4passion 23 13.5 13.5 92.9Other 12 7.1 7.1 100.0Total 170 100.0 100.0

Why people prefer soft drink

7.1%

13.5%

20.0%

6.5%

52.9%

other

passion

style

energy

thirst

Inference: - 52.9% people purchase soft drink because they are thirsty, 20.0% purchase for style, 13.5% purchase for passion, 6.5% purchase for energy and 7.1% purchase for other purpose.

CONSUMER’S BUYING REASON


PercentValid brand name 79 46.5 46.5 46.5

taste and flavour 46 27.1 27.1 73.5easy availability 23 13.5 13.5 87.1price 11 6.5 6.5 93.5brand ambassador 11 6.5 6.5 100.0Total 170 100.0 100.0

Consumer's buying reason

6.5%

6.5%

13.5%

27.1%

46.5%

brand ambassador

price

easy availability

taste and f lavour

brand name

Inference: - Consumer’s buying reason for soft drink, major people i.e. 46.5% on brand name, 27.1% on taste and flavor, 13.5% for easy availability, 6.5% on price, 6.5% on brand ambassador.

PACKAGE PREFERRED BY CONSUMER


PercentValid plastic

bottle 44 25.9 25.9 25.9glass bottle 35 20.6 20.6 46.5metal cane 69 40.6 40.6 87.1tetra pack 22 12.9 12.9 100.0Total 170 100.0 100.0

Package preferred by consumer

12.9%

40.6%20.6%

25.9%

tetra pack

metal caneglass bottle

plastic bottle

Inference: - The most convenient package preferred by consumer is metal cane (40.6%),and followed by glass bottle (20.6%), plastic bottle (25.9%), and tetra pack (12.9%).

REASON TO ATTRACT TOWARDS ADVERTISEMENT


PercentValid creativity slogan 20 11.8 11.8 11.8

brand ambassador 100 58.8 58.8 70.6idea of advertising the message 34 20.0 20.0 90.6

frequency of add 2 1.2 1.2 91.8logical reasoning 14 8.2 8.2 100.0Total 170 100.0 100.0

Reason to attract towards advertisement

8. 2%

1. 2%

20. 0%

58. 8%

11. 8%

logical reasoning

f r equency of add

idea of adver t ising

br and ambassador

cr eat ivit y slogan

Inference: Reason to attract consumer towards advertisement is as brand ambassador 58.8%,idea of advertising 20%,creativity 11.8%,logical reasoning 8.2% and frequency of add 1.2%.

TIME OF CONSUMPTION Frequency Percent Valid Percent

Cumulative Percent

Valid morning 15 8.8 8.8 8.8afternoon 45 26.5 26.5 35.3evening 20 11.8 11.8 47.1night 14 8.2 8.2 55.3no specific time 76 44.7 44.7 100.0Total 170 100.0 100.0

Time of consumption

44. 7%

8. 2%

11. 8%

26. 5%

8. 8%

no specif ic t ime

nightevening

af t ernoon

morning

Inference: - The view of consumer on the consumption of the soft drink on the basis of time is as follow , No specific time 44.7%, evening 11.8%, afternoon 26.5%, morning 8.8%, night 8.2%.

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GENDER OF CONSUMER'S* KIND OF SOFT DRINK PREFERRED BY CONSUMER

if yes what

Total

carbonated(pepsi coke etc)

non carbonate

dmilk

productsenergy drinks

fruit juice

Gender Male Count 70 7 14 6 15 112Expected Count 56.0 28.3 9.2 5.9 12.5 112.0

female Count 15 36 0 3 4 58Expected Count 29.0 14.7 4.8 3.1 6.5 58.0

Total Count 85 43 14 9 19 170Expected Count 85.0 43.0 14.0 9.0 19.0 170.0

Most of the male prefer carbonated drink while female prefer non-carbonated drink. Null hypothesis: Gender of consumer’s and Kind of soft drink preferred by them are independent. Alternative hypothesis: Gender of consumer’s and Kind of soft drink preferred by them are dependent.

Chi-Square Tests Value df

Asymp. Sig. (2-sided)

Pearson Chi-Square 66.024(a) 4 .000Likelihood Ratio 69.775 4 .000Linear-by-Linear Association .039 1 .844N of Valid Cases 170

a 2 cells (20.0%) have expected count less than 5. The minimum expected count is 3.07. Inference:- We reject the null hypothesis since significance level is less than .05 and accept the alternative hypothesis that gender of consumer’s and kind of soft drink preferred by them are dependent.

g e n d e r

f emalemale

Co

un

t

80

60

40

20

0

i f y e s wha t

carbonat ed(pepsi cok

e et c)

non carbonat ed

milk product s

energy dr inks

f r uit juice

Most of the male prefer carbonated drink while female prefer non-carbonated drink.

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CONSUMER'S OCCUPATION KIND OF SOFT DRINK PREFERRED BY

CONSUMER

Most of the consumer prefer the carbonated drink. Null hypothesis: Consumer occupation and kind of the soft drink preferred by them are independent. Alternative hypothesis : Consumer occupation and kind of the soft drink preferred by them are dependent.

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Inference: We reject the null hypothesis since significance level is less than .05 and accept the alternative hypothesis that consumer occupation and kind of soft drink preferred by them are dependent.

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o c c u p a tio n

ot her

st udent

service

bussinessman

prof essional

Co

un

t

60

50

40

30

20

10

0

i f y e s wh a t

carbonat ed(pepsi cok

e et c)

non carbonat ed

milk product s

energy dr inks

f ruit juice

Most of the students prefer carbonated drink, and the service man prefer the milk products.

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CONSUMER'S AGE GROUP * KIND OF SOFT DRINK PREFERRED BY

CONSUMER

The age limit from 15-20 and 20-25 prefers carbonated drinks. Null hypothesis: Consumer age group and kind of soft drink preferred by them is independent. Alternative hypothesis: Consumer age group and kind of soft drink preferred by them is dependent.

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Inference: We reject the null hypothesis since significance level is less than .05 and accept the alternative hypothesis that consumer age group and kind of soft drink preferred by them are dependent.

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The consumer with the age limit between 15-25 preferred carbonated drinks.

CONCLUSION

1. Youngsters prefers carbonated drinks whereas most of older and service people prefers juice and milk products.

2. Brand name plays major role in selection of product followed by taste and flavor.

3. Most of the consumer were found in age group 15-20 years with 45.9%,20-25 years with 33.5%, 25-30 years and 40-50 years with 7.1% and 30-40 years with 6.5%.

….CONTD

4. The kind of soft drink preferred by the people are carbonated(50%), non carbonated(25.3%), fruit juice (11.2%), milk products (8.2%)and energy drinks (5.3%).

5. 52.9% people purchase soft drink because they are thirsty, 20.0% purchase for style, 13.5% purchase for passion, 6.5% purchase for energy and 7.1% purchase for other purpose.

6. Reason to attract consumer towards advertisement is as brand ambassador 58.8%,idea of advertising 20%,creativity 11.8%,logical reasoning 8.2% and frequency of add 1.2%.

….CONTD

7. The view of consumer on the consumption of the soft drink on the basis of time is as follow , No specific time 44.7%, evening 11.8%, afternoon 26.5%, morning 8.8%, night 8.2%.

8. I came to conclusion that visibility affect the sales in a very special way and in term of advertisement the brand ambassador, creativity, idea of sending message is most attracting feature.

9. In today’s scenario customer is the King, he has got various choice around him, they prefer their taste and price.

mayur rawat

Marketing