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A Major project

on³ A Study on Consumer Preferencetowards Coca Cola with reference to

AKALTARA town´ Presented By

Mohd. Ahmed

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F low Of PresentationCoca-Cola

About the CompanyObjectives

Research Methodology Data collection Findings

Recommendation.Conclusion

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Coca-ColaB orn on May 8 th , 1886, Georgia, Atlanta

Introduced by Dr. John Syth Pemberton

Name suggested and penned down in the

unique script by Frank M. Robinson

Was sold to Asa G. Candler in 1888

1916- B irth of the trademark contour bottle

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About The Company Abandoned India in 1977

Re-entered Indian market on 26 th October, 1993

Agreement with Parle

100% owned subsidiary HCC B PL

7000 Employees

Mr. Atul Singh - CEO of COCA COLA INDIA

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ObjectivesTo know the factors which can be the cause of increase of petµs sale.

To know the manner in which soft drink Industrybehaves.

To know the consumer¶s mindset towards the soft drink.

To know the factors which are responsible for preferenceconsumers towards RGB over PET.

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Research Methodology Research Design ± Descriptive Sampling Technique ± Convenience

Sampling Sample Area ± Akaltara Town Sample Size ± 1 00

Respondents ± Consumer and Retailer

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Data analysis and interpretation

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CONSUM ER¶ S A GE:-

Less than 20Between 20 to 35Between 35 to 50

M ore than 50

Consumer's Age

>50; 11%35-50;

15%

20-35;54%

<20; 20%

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ANNUA L INCOM E:

Less than 1,00,000Between 1,00,000 to 1,50,000Between 1,50,000 to 3,00,000Between 3,00,000 to 5,00,000

M ore than 5,00,000

Annua l Income

>5 Lack

9%

3-5 Lack

13%

1.5-3 Lack

30%

.5-1.5

lack 38%<1Lack

12%

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F or refreshment, what do prefer most?

Juices Milk products

Carbonated drinks

Refreshment Drinks

milkproducts

20%

juice34%

Carbonated

Drinks46%

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Are you Brand loyal to soft drinks?Some timesEvery timesNever

Brand Loyality

Never 13%

Every Time39%

Some Times

48%

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W hich BR AND you like most?y Thums up Limcay C oke Sprite y F anta M aazay O ther

Brand Preference

Sprite 16%

Limca 5%Pepsi 21%

Fanta 5%

Coke 14%

Thumps Up22%

Maza 17%

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DO YOU PRE FER TO HAV E A S TOCK OF CO L D D RI NKS A T

HOM E?YesNoSome times

Stock At Home

SomeTimes

22%

No 52%

Yes 26%

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Do you prefer cold drinks at home or at shop?

At shopAt homeC an¶t say

Soft Drinks At Shop Or At Home

At Home27%

Can't Say4%

At Shop69%

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W hat excites you to buy coke products?T V adds Shop¶s activationO utdoors visibility

Adv ertisi g A ffecti g T e Buyi g

Be a v ior

Sh op's Activation

30

Outdoor Visibility

16

TV Ads

54

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Do you normally purchase one way pack (pet , can ) or

RGB & W hy?O ne way pack RGB

Pre fe re nce Of RGB Or PET

PET 41%

RGB 59%

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Do you think one way pack (C an , M obile pet ) more pure &

easy to drink than RGB (Returnable Glass Bottle )?YesNoC an¶t say

Pe rception About Purity For RGB &

PET

No 21%

Can't Say17%

Yes 62%

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Is right , relation with retailer put any effect on your

purchasing of soft drinks?YesNoSome times

Effect Of Relation With RetailersSomeTimes

29%

No 39%

Yes 32%

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CO L D D RI NKS PE O PLE BUY ?

19%

18%

12%11%

9%

8%

23%COKE

PEPSI

7 U P

SPRITE

FANTA

MAZZA

THU

MSU

P

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H ypothesis Testing Ho - there is no significance difference

between the preferences of consumersregarding the COLD DRINKS

H1 - there is a significance difference betweenthe preferences of consumers regarding theCOLD DRINKS

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C hi- Sq uare test

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O i Ei (O i-Ei )2 (O i-Ei )2/ EiCOK E 14 14 .3 0 .09 0 .006

FAN TA 5 14 .3 86 .49 6 .048

Limca 5 14 .3 86 .49 6 .048

SPRITE 16 14 .3 5 .29 0 .369

M aza 17 14 .3 10 .89 0 .762

Thumps

Up 22 14 .3 59 .29 4 .146Pepsi 21 14 .3 44 .89 3 .139

Total

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Chi Square Cal. Result Degree of Freedom ± (n ± 1) =( 7 ± 1) = 6Level of Significance = 5%

Table Value = 12.592Calculated Value = 20.5 18Since the Table value of chi Square is less thencalculated value therefore Alternate Hypothesis

is accepted and we can sa y that there is asignificance difference between the preferences of consumers regarding the COLD DRINKS.

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F indings1. The Coca-Cola holds no. 1. position in the

market.

2. Its brand Sprite too holds a good grip over themarket in comparison to main competitors of

Mirinda.

3. Thums-Up is having major market share ascompared to Pepsi.

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RecommendationsAdvertisements targeting entire family

Lower prices

More flavors

Introduction of smaller packs

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A t least a small H oarding should be provided toeach and every outlet of coke.

C ompany , If possible should give schemes to thecustomers through newspapers having provisionfor discounts in purchasing its products.

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LI M IT ATI ONS

As the duration of research, project lack of financial assistance was a constraint.

IT IS TIME CONSUMING-In gathering information.

LARGE E FF ORT-Research require the large effort

by the researcher because he/she has to obtain correct &appropriate data regarding their research.

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ConclusionCoca-Cola Company is the most recognized trade mark in the world and the world largest manufacturer and distributors of soft drink syrups and concentrates. Coca-Cola Company¶s managers,executives and distributors should have a strong commitment to thecompany values and culture. In this entire team work together asCoca-Cola family every employee share responsibilitiesindependently as a family member. I feel and ensure that the

mission of the Coca-Cola Company will be achieved successfully inall the fields.

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Thank you

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