Market Demand of 200 ml Cool Drinks in Beverage

Industry

CHAPTER-I
 INTRODUCTION OF THE STUDY
 OBJECTIVES OF THE STUDY
 METHODOLOGY OF THE STUDY
 LIMITATIONS OF THE STUDY

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

INTRODUCTION

The marketer’s first step is evaluating marketing opportunities is to

estimate total market demand. Market demand for a product is the total volume
that would be bought by a defined customer group in a defined geographical area
in defined time period in a defined marketing environment under a defined
market program. Market demand is not fixed number, but rather a function of the
stated conditions.

Organisations selling in a none expansible market must accept the

market’s size and direct their efforts to winning a larger market share for their
product.

A market is the set of all actual and potential buyers of a market offer, the
size of a market hinges on the number of buyers who might exist for a particular
market offer. The potential market is the set of consumers who profess a
sufficient level of interest in a market offer.

Consumer interest is not enough to define a market, potential consumers

must have enough income and must have access to the product offer. The
available market is the set of consumers who have interest, income and access
to particular offer.

The market demand for coca-cola was undertaken by the researcher in

twin city.

To understand the demand, the researcher carried over a detailed survey

so as to understand whether 200 ml cool drinks of coca-cola has a real market
demand or not. To study the market demand, the research carried over the
consumer survey and the retailer survey.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

OBJECTIVES OF THE STUDY

1. To study the market share of different types of cool drinks.

2. To study the different factors which effect the consumers to buy a
particular brand and quantity.
3. To study impact of 200 ml cool drinks.
4. To analyse the opinion of both retailers and consumers on current trends
in cool drink market.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

METHODOLOGY OF THE STUDY

This study was conducted in twin cities (Hyderabad and Secunderabad).

The sampling method adopted by the researcher was satisfied are sampling. The
sampling unit consisted of retailers and consumers in coca-cola. The sample size
of 300 members was comprised of and different areas of twin cities. The whole
twin cities divided into 20 areas and 200 consumers and 100 outlets taken as a
sample size.

Questionnaire was used as a tool for collecting data. It contained both

open end and closed end questions. Questions were arranged on a sequential
order to facilitate easy answering by consumers and retailers.

The research design used was descriptive in nature. This was done to
obtain information as much as possible. Field work was carried out in twin cities.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

LIMITATIONS OF THE STUDY

1. Time constraints: The time allotted to complete this tudy is very less
days.
2. Financial constraints: Any student cannot afford the high costs involved
in making the survey. There fare this was also of the limitation.
3. Vast spread of city: The city Hyderabad, where I have done by project
work is a vast city. Where it takes hours together to reach from one place
to other. Hence this was also one of the limitation of my study.
4. Bias in consumers response: The responses got from the consumers
were not clear, few did not answer to some questions.
5. This study is actually restricted to respondents where most of the persons
were from the working sector and have answered in a harried manner and
were not clear about their answer they have given.
6. This study could cover the views of only 300 respondents.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

CHAPTER-II

 COMPANY PROFILE
 PRODUCT PROFILE

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

COMPANY PROFILE

Atlanta Beginnings
1886-1892

It was 1886, and in New York Harbour, workers were constructing the
Statue of Liberty. Eight hundred miles away another great American symbol was
about to be unveiled.

Like many people who change history, John Pemberton, a Civil war
veteran and Atlanta pharmacist, was inspired by simple curiosity. He loved
tinkering with medicinal formulas, and on afternoon, searching for quick cure for
headaches, he stirred up a fragrant, caramel-colored liquid in a three-legged pot.
When it was done, he carried it a few doors down to Jacob’s Pharmacy.

In its first year, the Company sold about 9 glasses of Coca-Cola a day. A
century later, the Coca-Cola Company has produced over 10 billion gallons of
syrup. 1886-1991, Pemberton sold the Company to Atlanta businessman Asa
Griggs Candler for a total about $2300. Candler would become the Company’s
first president, and the first to bring real vision to the business and brand.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

Beyond Atlanta
1893-1904

The aggressive promotion worked. By 1895, Candler had build syrup

plants in Chicago, Dallas and Los Angeles. Inevitably, the soda’s popularity led to
a demand for it to enjoyed in new ways. In 1894, Mississippi businessman
named Joseph Biedenharn became the first to put the drink in bottles. When in
1889, two Chattanooga lawyers, Benjamin F. Thomas and Joseph B. White head,
secured exclusive rights from him to bottle and sell the beverage – for the sum of
one dollar.

Safeguarding the Brand.

1905-1918

Advertising focused on the authenticity of Coca-Cola, urging consumers to

“Demand the genuine” and “Accept no substitute”. The company also decided to
create a distinctive bottle shape to assure people they were actually getting a
real Coca-Cola. In 1916, the Root Glass Company of Terre Haute, Indiana,
began manufacturing the famous contour bottle. As the country roared into the
new century, the Coca-Cola company grew rapidly, moving into Cuba, Puerto
Rico, France and the other countries and U.S. territories. In 1900, there were two
bottlers of Coca-Cola, by 1920, there would be about 1000.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

The Woodruff Legacy

1919-1940

Perhaps no person had more impact on the Coca-Cola company than

Robert Woodruff. In 1923, five years after his father Ernest purchase the
company from Asa Candler, Woodruff became the company President. Woodruff
was a marketing genius who saw opportunities for expansion everywhere. He
captivated foreign market with innovative campaigns. Coca-Cola traveled with
the US team to the 1928 Amsterdam Olympics, the logo was emblazoned on
racing dog sleds in Canada and the walls of bullfighting arenas in Spain.
Woodruff pushed development and distribution of the six-pack, the open top
cooler, and all innovations that made it easier for people to drink Coca-Cola.

The War and its Legacy

1941-1959

In 1941, America entered World War II. Thousands of men and women
were sent overseas. The country and Coca-Cola rallied behind them. Woodruff
ordered that “every man in uniform gets a bottle of Coca-Cola for 5 cents,
wherever he is, and whatever it costs the Company”. In 1943, General Dwight
Eisconhower sent an urgent cable gram to Coca-Cola requesting shipment of
materials for 10 bottles plants. During the many, many Europeans enjoyed their
first taste of beverage and when peace finally came, Coca-Cola was doing a lot
of business overseas. Woodruff’s vision that Coca-Cola be placed within arms
reach of desire was coming true. From the mid 40’s until 1960 the number of
countries with bottling operations nearly doubled.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

A World of Customers
1960-1981

After 75 years of amazing success with brand Coca-Cola, the company

decided to expand new flavors Sprite in 1961, Tab in 1963 and Fresca in 1966.
The international appeal of Coca-Cola was embodied by 1971 commercial, were
a group of young people from all over the world gathered on a hill top in Italy to
sing “I would like to buy the world a Coke”. In 1978, the Coca-Cola company was
selected as the only company allowed to sell packet cool drinks in the Peoples
Republic of China.

Coca-Cola Now
1990-Now

In Feb 2000, Doug Draft was named company’s Chairman. Coca-Cola is a

huge international company but Draft’s vision is to have the company operate as
a collection of smaller, locally run business. “No One”, Draft points out “decides
to enjoy of our product globally”. That’s why Coca-Cola is committed to local
markets, to paying attention to what people from different cultures and back
grounds like to drink, and where and how they want to drink it. Every ten
seconds, 1,26,000 people chose to reach for one of the Coca-Cola company
brands, and it is the company’s mission to make the choice exciting and
satisfying, every single time.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

HISTORY OF COCA-COLA

The history of Coca-Cola is a story that begins more than a centaury ago
in the back yard a few blocks down the street from where the world headquarters
of the Coca-Cola company is now located.

Coca-Cola originated in Atlanta, Georgia, on May 8, 1886. Pharmacist Dr.

John Styth Pemberton stirred up a fragrant caramel colored syrup in a three-
legged brass kettle in his backyard and now carried a jug of his formulation down
the street to Jacob’s pharmacy, Atlanta’s largest drug store. That same day, the
new product made its debut as a soda fountain drink for five cents a glass. When
carbonated water was mixed with the new syrup, refreshment history was made.

Dr. Pemberton’s partner and book keeper Frank M. Robinson suggested

that name and calligraphed the famous trademark in unique script.

Since then, the Coca-Cola has grown up became the most favorable soft
drink in more than 200 countries across the world.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

PROFILE OF COCA-COLA INDIA

Coca-Cola India began in the year October 1993. Prior to this the
company was forced to leave the country in the year 1977, 16 years from the
date of its re-entry. The political developments made the company to wind up its
operations in India. In 1993, Coca-Cola was re launched in the historic city of
Agra. Immediately after reentering the country, it took over the network of 52
bottlers of the National soft drink leader at the point of time i.e. Parle Exports.
The major advantage the company gained through the re-entry was that it
acquired all the brand leaders in the industry i.e. Thumps up, Limca, Citra, Gold
Spot and Maaza. The bottles were convinced to invest money and upgrade their
plants to suit cokes requirements in 1994. 18 bottling plants in the country
launched the international flavors Coca-Cola and Fanta in their respective
markets. This continued with the rest of bottlers launching these brands gradually
in their respective markets. The company aims to takeover all the 52 plants and
set up new plants in order to cater to the customers and the increasing demand
for the soft drinks manufactured in organized sector.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

VISION OF COCA-COLA

Provide exceptional strategic leadership in the Coca-Cola India System

resulting in consumer and customer preferences and loyalty, through Coca-
Cola’s commitment to them, and in a highly profitable Coca-Cola corporate
branded beverages system.

MISSION OF THE COCA-COLA INDIA

Create consumer product, services and communications, customer

service and bottling system strategies, processes and tools in order to create
competitive advantage and deliver superior value to:

1. Consumer’s as a superior beverages experience.

2. Consumer’s as an opportunity to grow profits through used of finished

drinks.

3. Bottlers as an opportunity to grow profits and volume.

4. TCCC as trademark enhancement and positive economic value-added.

5. Suppliers as an opportunity to make reasonable profits when creating real

value added in an environment of system-wide teamwork, flexible
business system and continuous improvements.

6. CCI Associates as superior career opportunity.

7. Indian Society in the form of a contribution to economic and social

development.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

PRODUCT PROFILE

The Indian market offers a strong consumer potential as the majority of the
population is in middle class category, which is a strong consumer base for any
soft drink industry.

Coca-Cola and Pepsi are the main combatants in the soft drinks wars.
They wage constant and pitch battles for the retail shelf space. They engage in
price wars, copycat advertising, court battles etc.

After 16 years, soft drinks again Coca-Cola came to India and launched
Coke in October 1993 for the first time in Agra. As a result of liberalization and
opening doors to the multi national companies, Pepsi came to India in the year
1990 and for Indianization it has added the word Lehar.

Coca-Cola India’s objective is to create more seasons and reasons for

enjoying a Coke. That is why the 200ml “Mini” Coke bottle Coke, as a brand has
a 21% market share.

Coca-Cola India accounted for 135 million units cases. While Pepsi
Company accounted for 79 million units cases.

In 2001 Coca-Cola claims a market share of 58% of the total soft drinks
market. Of this, Coca-Cola and Thumps up accounted for 42% with 16%
accounted by other drinks such as Limca, Maaza, Sprite and Fanta. Pepsi
company market share is 42% respectively.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

CHAPTER-III
 Who is consumer?
 Differentiation between buyers and consumers
 An over view of consumer buying behavior
 Factors contributing to the growth of the study of consumer
behavior
 A model of factors influencing consumers behavior
 Consumer behavior is an inter-disciplinary concept
 Why we study consumer behavior?

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

WHO IS A CONSUMER?

The term consumer is often used to describe two different kinds of

consuming entities: the personal consumer buys goods and services for his or
her own use (ex. Shaving cream or shampoo) for the use of the household (a
VCR), or as a gift for a friend (a book). In each of these contexts, the goods are
brought for final use by individuals who are referred to as “end-users” or “ultimate
consumers”.

The second category of consumer, the organizational consumers,

encompasses for profit and not-for-profit business, government agencies (local,
state and national) and institutions (ex. Schools, hospital, prisons) all of which
must buy products, equipment and services in order to run their organizations.
Manufacturing companies must buy raw-materials and other components needed
to manufacture and sell their own products; services companies must buy the
equipment necessary to render the service they sell; and institutions must buy
the material they need to maintain themselves and their populations.

End-use consumption is perhaps the most pervasive of all types of

consumer behavior, for it involves very individual, of every age and background,
in the role of either buyer or both.

BUYERS AND CONSUMERS (USERS)

The person who makes a product purchase is not always the user, or the
only user, of the product in question, nor is the purchaser necessarily the person
who makes the product decision.

Marketers must decide their promotional efforts: the buyer or the

consumer or both. Because most of the time buyer will purchase the product for
the sake of his family, his staff or for his friends.
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Market Demand of 200 ml Cool Drinks in Beverage
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Market segmentation and positioning:

As marketers, researchers began to study the buying behavior of

consumers, they soon realized that despite many similarities, consumers were
not alike. Marketers realized that consumers preferred differentiated products
that they felt reflected their own special needs, personalities and life styles to
better meet the needs of specific groups of consumers, “enlightened” marketers
developed a policy of “market segmentation”, which called for the division of their
total potential markets into smaller, homogeneous segments for which they could
design a specific product of promotional campaign. They also used promotional
techniques to vary the image of their products so that they were perceived as
better fulfilling the specific of certain groups of customers the known as
positioning.

AN OVERVIEW OF CONSUMER BUYING BEHAVOR

Consumer buying behavior refers to the buying behavior of final
consumers, individuals and households who buy goods and services for personal
consumption.

The consumer for the selection of soft drinks either go for the brand loyalty
or they may choose a brand based on retailer’s advice. There are few consumers
who buy in bulk for parties. In this way the individual might be trying to choose or
cater to his perception of his guests preference. A brand can convey up to six
levels of meanings:

1. Attributes.
2. Benefits.
3. Values.
4. Culture.
5. Personality.
6. User.
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Market Demand of 200 ml Cool Drinks in Beverage
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Consumer is the heart of any marketing agency, hence marketers are now
spending money on consumer research that includes the study of what they buy,
when they buy, where they buy, how often they buy and how often they consumer
or use it.

A model of buying behavior:

A consumer’s decision to purchase a particular product or service is the
result of complex interplay of variables. Marketing and environmental stimuli
enter the buyer’s consciousness. The buyer’s characteristics and decision
process lead to certain purchase decisions. The marketer’s task is to understand
what happens in the buyer’s black box or consciousness between the arrival of
outside stimuli and the buyers purchase (buyer’s black box model). They must
answer two questions.

How do the buyers characteristics-cultural, social, personal, and

a) Psychological influence buying behavior?
b) How does the buyer make purchasing decision?

Marketing
Other stimuli Buyer’s black box Buyer’s response
stimuli
Product Economic Buyer Buyer Product choice
Price Technological Characteristics Decision Brand choice
Place Political Process Dealer choice
Promotion Cultural Purchase timing
Purchase amount

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Market Demand of 200 ml Cool Drinks in Beverage
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FACTORS CONTRIBUTING TO THE GROWTH OF THE STUDY OF

CONSUMET BEHAVIOR
Technological explosions after world war II resulted in rapid introduction of
new product at an ever increasing rate. Many of these products some expertise
estimate over 80 percent proved to be marketing disasters. To counter this
problem, marketers have made determined efforts to learn more about
consumers to guide the developments of new product to fulfill unsatisfied needs.
Others factors that have contributed to the development of consumer behavior as
a marketing discipline include:

a) Short product life cycle.

b) Environmental concerns.
c) Interest in consumer protection.
d) Growth of service marketing.
e) Growth of international marketing.

Characteristics affecting consumer behaviour:

Consumer behavior is affected by a host of variables ranging from
personnel motivations, needs, attitudes and values, personality characteristics,
socio-economic and cultural background, age, sex, professional status to social
influencese of various kinds exerted by family friends, colleagues and society as
whole. The combinations of these various factors produce a different impact on
each one of us as manifested in our different behavior as consumers.
Psychological factors such as individual consumer needs and motivations,
perception, attitudes, the learning process and personality characteristics are the
similarities which operate across the different types of people and influence their
behavior. Among the social influences affecting behavior we can classify the
influences of family friends, leaders and social class to which the consumer
belongs.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

A MODEL OF FACTORS INFLUENCING CONSUMER BEHAVIOR

Cultural
Cultural Social

CHARACTERISTICS
Sub-cultural Reference groups Personal
Social class Family Personality Psychological

BUYER
Roles and status Age & life Motivationa
Cycle stage Perception
Occupation Learning
Income Beliefs & attitudes
Lifestyle

a) Cultural factors: These exert the broadest and deepest influence on

consumer behavior:
1. Culture: The set of basic values, perception, wants and behavior learned
by a member of society from family and other important institutions.
Marketers should always try to spot cultural shifts in order to discover new
products that might be wanted.
2. Subculture: Each culture contains small subculture i.e. group of people
with shared value system based on common life experiences and
situations.

Ex: Nationalities- Indian, Italian, American and European.

Religion: Hinduism, Jainism, Christianity, Islam.

3. Social Class: These are relatively homogenous and enduring division in a

society which are hierarchically ordered and whose members share
similar values, interests and behavior such as upper, middle and lower
class.

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Market Demand of 200 ml Cool Drinks in Beverage
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b) Social factors:
A consumer’s behavior is also influence by social factors like reference
groups, family, roles and status.

1. Reference groups: A person’s reference group consists of all the groups

that have a direct or an indirect influence on the person’s attitudes or
behavior. These include primary group, secondary group, aspirational
group, dissociative group and opinion leaders. The importance of
reference group influence varies across products and brands.
2. Family: Family members constitute the most influential primary reference
groups shaping up buyer’s behavior.
a) Family of orientation consists of one’s parents.
b) Family of procreation consists of one’s spouse and children.
3. Roles and status: A role consists of activities that a person is expected to
perform according to the persons around him or her. Each role carries a
status reflecting general esteem given to it by the society. People choose
products that communicate their role and status in society.

c) Personal factors:
Consumer’s purchase decisions are also affected by his personal
characteristics such as age, sex, stage in family life-cycle, his over all self-
concept.

1. Age and life cycle stage: People buy different goods and services over
their lifetime. Marketers often define markets in terms of the life cycle
stage.
2. Occupation: A person’s consumption pattern is influenced by his/ her
occupation whether it includes blue-collar workers and white collar
workers.
3. Income: Borrowing power, attitude towards spending verses saving,
personal income determines the purchasing motive of the customer.
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Market Demand of 200 ml Cool Drinks in Beverage
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4. Life style: A person’s pattern of living as expressed by his activities,

interest and opinions influence consumer behavior.
5. Personality and self concept: By personality and self concept, we mean
the person’s distinguishing psychological foundations that lead to relatively
consistent and enduring responses to his or her environment.

d) Psychological factors:
A person’s buying choices are also influenced by four major psychological
factors-motivation, perception, learning, beliefs and attitudes.

1. Motivation: A person has many needs at any given time. Some needs are
biogenic and other are psychogenic. These needs are useful for the
marketer to identify what generic level need; his product is capable of
fulfilling and accordingly positions his product and backs it up with relevant
marketing inputs.
2. Perception: Perception is the process by which an individual selects,
organizes and interprets information inputs to create a meaningful picture
of the world. There are there aspects of perception-selective exposure,
selective distortion, and selective retention.
3. Learning: When people act, they learn. Learning describes changes in an
individual’s behavior arising from experience.
4. Beliefs and attitudes: Through acting and learning people acquit their
beliefs and attitudes that is a descriptive thought that an individual has
about a product, services, idea or practice is beliefs and enduring and
learned tendencies to act in a particular consistent way with regard to a
given object or idea is attitude.

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Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
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Consumer decision process:

A decision is the selection of an action from two or more choices. There
are five stages in buyers decision process.

1. Problem recognition: The consumer buying process starts when the buyer
recognizes a problem or need. The buyer senses a difference between his
existing state and his actual state desired. The need can be triggered by
internal stimuli like hunger, thirst or external stimuli like advertisement.
2. Information search: An aroused consumer will be inclined to search for
more information through personal, commercial, public or experimental
sources. Through gathering information the consumer learns about
competing brands and their features. A company must strategize to get its
brand into consumer’s choice set.
3. Evaluation of alternatives: Consumer evaluate product judgements based
on conscious and rational basis. The consumer develops brand beliefs
about where each brand stands on each attribute i.e. brand image.
4. Purchase decision: In the evaluation stage, the consumer forms
preference among the brands in the choice set. The consumer may also
form an intention to buy the most preferred brand. Two factors can
intervene between the purchase intention and purchase decision.
a) Attitude of others.
b) Unanticipated situational factors.
5. Post purchase satisfaction or cognitive dissonance: After purchasing the
product, the consumer will experience some level of satisfaction or
dissatisfaction. The marketer’s job doesn’t end when the product is bought
but continues into the post purchase period. Marketers must monitor post
purchase satisfaction, post purchase actions, post purchase product use
the disposal. A dissatisfied consumer may either may make public of
private action.

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Market Demand of 200 ml Cool Drinks in Beverage
Industry

Model of buyer decision process:

Informati
Problem Evaluation of Purchase
on Attitude of others
recognition alternatives intention
search

Unexpected
situational factors

Post purchase Purchase

behavior decision

CONSUMER BEHAVIOR IS AN INTER-DISCIPLINARY CONCEPT

Science: In mid to late 1960’s consumer behavior was a relatively new field of
study. With no history or body research of its own, the new discipline borrowed
heavily from concepts developed in their disciplines such as psychology,
sociology, social psychology, cultural anthropology and economics.

Psychology: It is the study of individuals. It includes the study of motivation,

perception, attitudes, personality and learning patterns. All these factors are
integral to an understanding of consumer behavior.

Sociology: It is the study of groups. Group behavior the actions of individuals in

groups.

Social psychology: It is an amalgam of sociology and psychology.

Cultural anthropology: It is the study of human being in society.

Economics: An important components of economics and the study of

consumers: how they spend their funds, how they study and evaluate
alternatives, and how they make decisions to maximize satisfaction.

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Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
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WHY WE STUDY CONSUMER BEHAVIOR?

Just as consumers and marketers are diverse, the reasons why people
study, consumer behavior are also diverse. The field of consumer behavior holds
great interest for us as consumers as marketers, and as scholars of human
behavior. As consumers we benefit from insights into our own consumption
related decisions: what we buy, why we buy, how we buy and the promotional
influences that persuade us to buy. The study of consumer behavior enables us
to become better that is, wiser-consumer.

As marketers and future marketers, it is importance of us to recognize why

and how individuals make their consumption decisions, so that we can make
better strategic marketing decisions. If marketers understanding consumer
behavior, they are able to predict how consumers are likely to react to various
informational re-environmental over, and so are able to shape their marketing
strategies accordingly. Without doubt, marketers who understand consumer
behavior have great competitive advantage in the market place.

As scholars of human behavior, we are concerned with understanding

consumer behavior; with gaining insights into why individuals act in certain
consumption rleated ways and with learning what internal and external influences
impel them to act as they do. Indeed, the desire for understanding consumption
related human behavior has let to a diversity of theoretical approaches to its
study.

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Market Demand of 200 ml Cool Drinks in Beverage
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CHAPTER-IV

DATA ANALYSIS AND INTER PRETATION

 ANLYSIS OF CONSUMER
SURVEY
 ANLYSIS OF RETAILER
SURVEY

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Doddappa Appa Institute of M.B.A., Gulbarga
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ANALYSIS OF CONSUMER SURVEY

TO FIND OUT CONSUMER BEHAVIOR

TOWARDS 200ML. COOL DRINKS.

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Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
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DATA ANALYSIS AND INTERPRETATION

S. No. PARTICULARS % Nods

 No. Of Respondents 100 200

 Sex wise breakup

a) Male Respondents 73 146

b) Female Respondents 27 54

 According to occupation
a) Business Man 46 45
b) Employees 20 40
c) Students 23 93
d) Others 11 22

 Level of liking of Consuming 200 ML.

a) Yes 81 162

b) No 19 38
 Level of Satisfaction

a) Very Satisfied 18 35
b) Satisfied 46 94
c) Natural 28 55
d) Dis. Satisfied 06 12
e) Very Dissatisfied 02 04

 Thinking of Consumer that 200 ML. Is

better than 300 ML.

a) Yes 67 135

b) No 33 65

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Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
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S. No. PARTICULARS % No’s

 Timing when respondents want to consume
200 Ml. Cool drinks

a) When with friends 45 92

b) Alone 08 15
c) With Family 18 35
d) All the time 29 58

 Factors liked in 200 Ml. Cool drinks by

respondents

a) Price 51 104
Best -- 54
Good -- 35
Poor -- 15
b) Quantity 30 59
Best -- 18
Good -- 32
Poor -- 09
c) Popularity 19 37
Best -- 16
Good -- 19
Poor -- 02
 Consumer Consuming extra of 200 Ml.
Entering into Market
a) Yes 69 139

b) No 31 61

 Why Consumer drink 200 Ml. Cool drink

a) Satisfying drinking needs 24 48

b) To give company to their friends 28 62
c) Just for style 07 14
d) Just for Time pass 11 21
e) Brand image & advertisement 30 55

29
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 1.

Sex wise break up

Male 146

Female 54

Total 200

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Sex Wise Break up

male
female

Table –1: Shows the sex wise breakup of respondents from the table 1. It is clear
that out of 100% respondents 73% were males and 27% were females.
30
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 2.

Occupation of respondents

Students 93

Employees 40

Business man 45

Others 22

Total 200

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Occupation Of Respondents

11%

Students
23% 46% Employees
Business man
Others

20%

Table –2: Shows that the Occupation of respondents from this, it is clear that
46% were students, 20% were employees, 23% doing business and 11% are
other like agriculture etc.
31
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 3.

Income Level of Respondents except

Students
Less than - 4000 22
4000 – 6000 16
6000 – 8000 32
8000 – 12000 24
12000 – above 13

Total 107

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Income Level of Respondents

except students

40
respondents

30
20
10
0
Less 4000 - 6000 – 8000 – 12000 –
than - 6000 8000 12000 above
4000

income

Table -3: Shows the income level of the respondents from this table, it is clear
that middle-income group and high income group of respondents, responded
more to me.
32
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 4.

Level of pocket money of students

respondents
Rs.100 to 300 36
Rest. 300 to 500 30
Rest. 500 and above 24
Less than Rest. 100 03
Total 93

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of pocket money of student respondents

3%
Rs. 100 to 300
26%
39% Rs. 300 to 500

Rs. 500 and

above
Less than Rs.
100
32%

Table -4: Shows that the level of pocket money of students which they get
monthly among 93 respondents of students 39% students pocket money is
between 100-300, 300-500 is 30% and 26% students get more than 500 % Rest.
Per month, 03% is getting less than 100 Rest.

33
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 5.

Level of respondents who like to consume 200

Ml. Cool drinks
Yes 162
No 38
Total 200

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of Respondents who like to

consume 200 ml cool drinks.

19%

Yes
No

81%

Table –5: Shows that the level of respondents who likes to consume 200 ml cool
drinks, among 200 respondents 81% respondents said YES and 19% said NO.

34
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 6.

Level of Satisfaction of 200 ml cool drinks

Very satisfied 35
Satisfied 94
Natural 55
Dissatisfied 12
Very Dissatisfied 04
Total 200

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of Satisfaction of 200ml Cool

drinks

6% 2% 18% Very satisfied

28% Satisfied
Natural
Dissatisfied
46% Very Dissatisfied

Table –6: Shows that the level of Satisfaction by consuming 200ml Cool drinks,
among 200 respondents 18% very satisfied, 46% just satisfied, 28% natural, 06%
respondents dissatisfied and 02% respondents are very dissatisfied because of
1bottle of 200ml. Is not enough for single person.

35
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 7.

Level of thinking of respondents that 200 Ml.

Cool drinks is better than 300 Ml.
Yes 135
No 65
Total 200

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of thinking of respondents

that 200ml. Cool drink is better than
300ml.

33%

Yes
No

67%

Table –7: Shows that the level of thanking of respondents about 200 ml. Cool
drinks is better then 300 ml. Cool drinks, among 200 respondents 67%
respondents said YES 200 ml. Is better then 300 ml. And 33% respondents said
NO.
36
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 8.

Level of thinking of respondents how much of

200 ml cool drinks better than 300 Ml.
25% 58
50% 42
75% 26
100% 09
Total 135

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of thinking of respondents how

much 200 ml. is better then 300 ml.

10%
40% 20% 1
2
3
4
30%

Table –8: Shows that those respondents said 200 ml. Cool drinks are better then
300 ml. They have also mentioned the percentage how much better among 135
positive respondents 40% said 25% better, 30% respondents said 50% better,
20% said 75% better & 10% respondents said 200 ml. cool drinks. 100% better
then 300 ml.
37
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 9.

Level of Liking of respondents when do want

to drink 200 ml cool drinks
With friends 92
Alone 15
With family 35
All time 58
Total 200

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of liking of respondents when

do want to drink 200 ml. cool drinks

29% With friends

45% Alone
With family
18% All time
8%

Table –9: Shows that respondents when they want to drink 200 ml. Cool drinks,
among 200 respondents 45% like to drink with friends, 08% wants to drink alone,
and 18% with family and 29% drinks always whenever time permits.

38
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 10.

Factors of liking 200 Ml. Cool drinks

Rank there got
3 2 1
Price 104 54 35 15
Quantity 59 18 32 09
Popularity 37 16 19 02
Total 200 104 59 37
(Source of information: Information was collected through the primary date i.e.
Questionnaire)
3 2 1
Rank Very much satisfied Just satisfied Not satisfied

Factors of liking 200 ml.

19%

1
2
51% 3
30%

Table –10: Shows that the level of factors which liked by the consumers
respondents in 200 ml. Cool drinks, among 200 respondents 51% liked the price
of 200 ml.cool drinks given rank, very satisfied (3) 54% respondents, just
satisfied (2) 34%, and not satisfied (1) 14%, has given rank 3, 2,and 1
respectively because of the price of 200 ml. Cool drink is different in different
place some were Rest 7 & 8 and some were only Rest 5. 30% liked the quantity
of the 200-ml. Cool drinks in that 18, 32, & 09 respondents given rank 3, 2, & 1
respectively and 19% liked the popularity in those 16, 19 & 02 respondents given
rank 3, 2, & 1 respectively

39
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 11.

Level of Respondents consuming extra cool

drink after 200 Ml. Entering into market.
Yes 139
No 61
Total 200

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of respondents consuming extra cool

drinks after 200 ml. entering into market

31%

Yes
No

69%

Table –11: Shows that how many respondents started consuming extra after 200
ml coo drink entering into market and how many respondents not. Among 200
respondents 69% said YES and 31% said NO.

40
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Table 12.

Level of Respondents why do they drink 200

ml cool drinks.
Drinking needs 48
Company to friends 62
Just for style 14
Just for time pass 21
Brand image and adv 55
Total 200

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of respondents why do they

drink 200 ml.
Drinking needs

24% Company to
28%
friends
Just for style

11% Just for time pass

7% 30%
Brand image and
adv

Table –12: Shows that the level of respondents when they want to drink cool
drink in what percentage, among 200 respondents 24% wants drink for satisfying
their need, and 28% drinks for giving company to their friends, 07% drinks just for
style and also impressing other sex, 11% respondents drinks for passing the
time, of mind is dull they drink for refreshing the mood and 30% respondents
drinks because of brand image and advertisement.
41
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

ANALYSIS OF RETAILERS SURVEY

TO FIND OUT MARKET POTENTIAL OF

200ML. COOL DRINKS.

42
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Data analysis and interpretation

S. No. Particulars No’s

 No of Retailers 100
 Stock of 200 ml. Cool drinks the respondents
have in his shop
a) 1 to 4 cases 30
b) 4 to 8 cases 60
c) 8 cases and above 10
 Demand of 200 ml. Compare to 300 ml. Cool
Drinks
a) Yes 92
b) No 08
25% better – 10% 50% better – 32%
75% better – 34% 100% better – 16%
 Income of respondents per month
a) 0 – 25000 67
b) 25000 – 50000 28
c) 50000 - Above 05
 Age group of consumers who drinks 200 ml.
According to retailers
a) Less then 10 years 12
b) 10 – 30 years 50
c) 30 – 40 years 30
d) 40 years and Above 08

S. No. Particulars No’s

 Reasons why consumer consume 200 ml.
a) Less price 65
43
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

b) Less quantity 15
c) Popularity 20
 Increase in sales by 200 ml. Cool drinks entering
into market
a) 1 to 3 cases 40
b) 3 to 5 cases 50
c) 5 cases and above 10
 Consumption of cool drinks (Qty) by Retailers
a) 200 ml. 70
b) 300 ml. 16
c) 500 ml. 10
d) 1.5 ltr. 04

 Factors which faced to consumers to consume

200 ml. Cool drink according retailers
a) Satisfying drinking need 17
b) Giving company to their friends 15
c) Just for style 10
d) Just for time pass 16
e) Brand image and Adv. 42

Table 1.

Level of cool drink stock the respondents

(shop keeper) have
44
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

1 – 4 Cases 30
4 – 8 Cases 60
8 Cases and Above 10
Total 100

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of cool drinks stock the

respondents have

10

30

1 – 4 Cases
4 – 8 Cases
8 Cases and Above

60

Table –1: Shows that the level of case cool drinks Cases stock of shop keeper,
among 100 respondents 30% have 1 – 4 Cases, and 60% respondents have 4 –
8 Cases, and 10% respondents have 8 Cases and Above.

Table 2.

Level of demand of 200 ml. In market compare to 300 ml. Cool drinks
Rank 25% 50% 75% 100%
YES 92 10 32 34 16
45
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

NO 08 - - - -

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of demand of 200 ml. in market

compare to 300 ml. cool drinks

92
100
80
60
Series1
40
20 8

0
YES NO

Table –2: Shows that the level of Demand of 200 ml. In market compare to 300
ml. Cool drinks, among 100 respondents 92% said YES and 08% said NO. Who
said Yes, they mentioned percentage that how much 200 ml. Is better then 300
ml. Among 92 respondents, 10 said 25%, 32 said 50%, 34 said 75% and 16 said
100%.

Table 3.

Level of income of respondents (Retailers) per

Month
0 – 25000 67
25000 – 50000 28
46
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

50000 and Above 05

Total 100

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of income of respondents

(Retailers ) per Month

5%
28% 0 – 25000
25000 – 50000
50000 and Above
67%

Table –3: Shows that the levels of income of the respondents (Retailers) per
Month, among 100 respondents 67% respondents have below 25000, 28%
respondents income is in between 25000 – 50000 and 05% respondents have
50000 and above income.

Table 4.

Level of Age group who consume cool drinks

more
Less then 10 years 12

47
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

10 – 30 years 50
30 – 45 years 30
45 years and Above 08
Total 100

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of age group who consume cool drink

more
8% 12%
Less then 10
years
10 – 30 years
30%
30 – 45 years

45 years and
50% Above

Table –4: Shows that the levels of Age group who consume cool drink more,
among 100 respondents were less then 10 years, 50 % were 10 – 30 years, 30%
were 30 – 45 years and 08% respondents were 45 years and above.

Table 5.

Level of reasons why do consumer consume

200 ml.
Less price 65
Less quantity 15

48
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

Popularity 20
Total 100

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of reasons why do consumer

consumes 2oo ml.

20%
Less price
Less quantity
15% Popularity
65%

Table –5: Shows that the levels of reasons why do consumers would like to
consume 200 ml. Cool drink according retailer observation, among 100 retailers
(respondents) says 65% customers consume 200 ml. Cool drink because of less
price, 15% consumer consumes 200 ml. Because of less quantity and 20% of
consumers consume cool drink just because of popularity by Adv. and models.

Table 6.

Level of increase in sales after 200 ml. entering

into market
0 – 3 case 40
3 – 5 case 50
49
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

5 and above 10
Total 100

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of increase in sales after 200

ml. entering into market

10%
40% 0 – 3 case
3 – 5 case
5 and above
50%

Table –6: Shows that the levels of sales which increased after 200 ml. Entering
into market, among 100 respondents 30% shop keeper said 0 – 3 cases sales
increased, 60% said 3 – 5 case & 10% says 5 case and above their sales
increased.

Table 7.

Level of (Qty) of cool drink of Retailers

200 ml. 70

50
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

300 ml. 16
500 ml. 10
1.5 ltr. 04
Total 100

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of consumption (Qty) of cool

drink of Retailers
70
70
60
50
40
30 Series1
20 16
10
10 4
0
200 ml. 300 ml. 500 ml. 1.5 ltr.

Table –7: Shows that the levels of consumption of cool drinks by Retailers that
what quantity of cool drink they would like to price for. Among 100 respondents
70% would like drink 200 ml. 16% would like to drink 300 ml. 10% would like to
drink 500 ml. Cool drink and 04% prefer for 1.5 ltr. Cool drinks.

Table 8.

Level of factors, which forced to consumers to

consume cool drink, Retailers says view point
(200 ml.)
To satisfy drinking need 17
To give company to their 15
51
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

friends
Just for style 10
Just for time pass 16
Brand image & Adv. 42
Total 100

(Source of information: Information was collected through the primary date i.e.
Questionnaire)

Level of factors, which forced to

conumers to consume cool drink, retailers
says view point (200 ml.)

To satisfy drinking
17% need
To give company
to their friends
42%
15% Just for style

Just for time pass

10%
Brand image &
16% Adv.

Table –8: Shows that the levels of factors, which forced to customers or
influenced to customer to drink cool drink, why they want to drink cool drink.
Among 100 respondent (retailers) said, 17% retailers says customer drink for
satisfying their drinking need, 15% said for giving company to their friends,
10%says customer take cool drink just for the style, 16% says customers are
drink just for time pass and 42% says for the brand image and model of Adv. Like
film actor and actress as they observe.

52
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

CHAPTER-V

 FINDINGS
 SUGGESTIONS
 CONCLUSION

FINDINGS

53
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

 Market demand of 200 ml cool drinks was reported to be very good compared
to 300 ml cool drinks.
 Market demand for 200 ml cool drinks was found to be maximum in male
respondents compared to female respondents.
 It was found that students consume 200 ml cool drinks more than any other
professionals.
 It was found that the maximum respondents were satisfied offer consuming
200ml cool drinks.
 It was found that maximum respondents wanted to consume 200 ml cool
drinks with their families.
 It was found that the consumers drinking 200 ml cool drinks was because of
less price and less quantity.
 It was found that maximum consumers started consuming after 200 ml cool
drinks entered the market.
 It was found that almost all departmental store had they stock of 200 ml cool
drinks.
 It was found that the market demand for 200 ml cool drinks was more than
300 ml cool drink according to the retailers.
 It was found by the retailers that youngsters were consuming in maximum of
200 ml cool drinks.

54
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

SUGGESTIONS

 It can be suggested that coca-cola company should spread their distribution

network to villages and small towns.
 It is suggested that the company should give some gift article to the retailers
so that they can push coca-cola instead of pepsi.
 The company should conduct some games are contests for the students and
distribute attractive prices to keep the brand loyalty.
 The company should come out with some eye catching boarding and slogans
for 200 ml cool drinks.
 To go for more aggressive advertising and other sales promotion for 200 ml
cool drinks.
 To give extra profit margin for 200 ml cool drinks and also provide more stock.

55
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

CONCLUSION

 From the survey the research could conclude that students consume more
than others.
 It can be concluded that for consuming 200 ml cool drinks pocket money or
income level don’t matter if mood permits people just go far it.
 Before the entry of 200 ml cool drinks two persons use to share one bottle of
300 ml but now they can consume one bottle of 200 ml cool drinks each.
 All the retailers wants to stock a minimum of 2 cases of 200 ml cool drinks.

56
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

APPENDIX
 QUESTIONNAIRE
 BIBLIOGRAPHY

57
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

QUESTIONNAIRE
CONSUMER SURVEY TO FIND OUT THE IMPACT OF 200 ML C00L DRINK
ON BEVERAGE INDUSTRY

1. Name ________________________________ Age_____________

Address_______________________________ Sex_____________
Phone__________________

2. Please mention your occupation.

Student Employee

Businessman Others

3. Please mention your monthly income

Less than 4000 4000-6000 6000-8000

8000-12000 12000-above

4. If you are student please mention your pocket money.

Less than 100 100-300 300-500 500-above

5. Do you like to consume 200 ml cool drink?

Yes No
 If yes, please mention the level of satisfaction?
Very satisfied Satisfied Neutral

Dis-Satisfied Very Dis-Satisfied

58
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

6. Do you think 200 ml cool drink is better than 300 ml?

Yes No
If Yes, How much
25% 50% 75% 100%

7. When do you like to consume 200 ml cool drink?

a) When you are with friends.
b) When you are alone.
c) When you are with your family.
d) All time.
8. Which factors do you like in 200 ml?
Rate the following (3-1) scale
Fully Just Satisfied Not Satisfied
Satisfied
Good Better Poor
3 2 1
Parameters Rank
Less Price
Less Quantity
Popularity

9. Do you think, you are consuming more/extra after 200 ml entering in

to market?
Yes No

10. Why do you drink 200 ml cool drink?

 Satisfy drinking need.
 Giving company to their friends.
 Just for style.
 Just for time – pass.
 Brand image & advertisement

Signature.

59
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

THANK YOU VERY MUCH FOR YOUR KIND CO-OPERATION.

MARKET POTENTIAL OF 200ML COOL DRINKS

1. Name___________________________________
Age_________
Name of the shop__________________________
Address__________________________________
Pin___________ phone_____________

2. Do you sell cool drinks?

Yes No

3. How many 200ml cool drinks stock you have?

1 to 4 case 4 to 8 case 8 cases above

4. Will you please tell me your monthly income

0-25,000 25,000-50,000 50,000 above

5. Do you think demand of 200 ml. Cool drinks is better than 300
ml?

Yes No
If Yes, how much?

25% 50% 75% 100%

6. Which age group will consume 200-ml. Cool drinks more?

(Rank 4-1)
Most No. of More No. of Less No. of people Nobody
people people
4 3 2 1

a) Less than 10years

60
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

b) 15-30 years
c) 30-45 years
d) 45 above &above

7. What do you think why people buy (consume) 200 ml.

Less Price
Less Quantity
Popularity

8. How much your sales for cool drinks increased after 200 ml.
Enter in to market.

1-3 cases 3-5 cases 5 cases – above

9. As a shopkeeper what quantity of cool drink you would like to

prefer to consume?

200 ml 300 ml 500 ml 1.5 Ltr.

10. What do you think which factors forced customer to

consume 200 ml. Cool drink?

 Satisfy drinking need.

 Giving company to their friends.
 Just for style.
 Just for time – pass.
 Brand image & advertisement.

Signature.

THANK YOU VERY MUCH FOR YOUR KIND CO-OPERATION.

61
Doddappa Appa Institute of M.B.A., Gulbarga
Market Demand of 200 ml Cool Drinks in Beverage
Industry

BIBLIOGRAPHY

1. Principles of Marketing - Philip Kotler &

Gary Armstrong
J.C. Gandhi

2. Marketing Management - V.S. Ramaswamy &

S.Namakumari

3. Marketing Research - Tull Donald & Hawkins

4. Consumer Behavior - Schiffman Leon &

Kanuk Leslie

5. Internet - www.cocacola.com

6. The Economic Times

7. Magazines - Business Today

- Business World

62
Doddappa Appa Institute of M.B.A., Gulbarga