General management project on

MANAGEMENT OF CUSTOMER AND THEIR SATISFACTION WITH

COCA COLA COMPANY

Submitted in partial fulfilment for the award of degree of

Master of Management Studies (MMS)

(Under University of Mumbai)

Submitted By

Kunal Mali

(MMS 2018-2019/IV/M-420)

Under the Guidance of

Prof. Anand Hindolia

2017-19

Parle Tilak Vidyalaya Association’s

PTVA’s Institute of Management

Vile Parle (E), Mumbai – 400 057

 CERTIFICATE

This is to certify that project titled “MANAGEMENT OF CUSTOMER AND THEIR

SATISFACTION WITH COCA COLA COMPANY” is successfully completed by Mr. Kunal
Mali during the IV Semester, in partial fulfilment of the Master’s Degree in Management Studies
recognized by the University of Mumbai for the academic year 2017-19 through Parle Tilak
Vidyalaya Association’s Institute of Management Vile Parle (E), Mumbai – 400 057.

This project work is original and not submitted earlier for the award of any degree / diploma or
associateship of any other University / Institution.

Name: Kunal Mali

Date: Signature of the Guide

 DECLARATION

I hereby declare that this Project Report submitted by me to Mr. Anand Hindolia is a bonafide
work undertaken by me and it is not submitted to any other University or Institution for the award
of any degree diploma/ certificate or published any time before.

Name: Kunal Mali

Roll No: MMS18-19/IV/M-420 Signature of the Student

 ACKNOWLEDGEMENT

The completion of this project would not have been possible without the kind support and help of
many individual and organization. I would like to extend my sincere thanks all of them.

I am highly indebted towards university of Mumbai for giving me this opportunity in the form of
this project where I could sharpen my marketing skills and enhance my knowledge.

I would also like express my deepest gratitude towards Mr. Anand Hindolia who introduced me
to Marketing, and whose passion for the subject and lasting effect. Without his guidance and
constant supervision, this project wouldn’t have been complete. He has been a great support and
mentor, always ready to provide necessary information for the completion structuring of this
project

I am also very thankful towards my parents, without their support none of this possible and last
but not the least my appreciations also go to my friends, who helped me through the cause of this
project.
 Table of Contents

Sr no. Particulars Page No.

1 Executive Summary 1

2 Introduction 2
3 Industry Overview 3
4 Literature Review 5
5 Objectives 6
6 Research Methodology 7
7 Customer Satisfaction 8
8 Data Analysis 10
9 Findings of the study 16
10 Recommendations & Suggestions 17
11 Limitations 18
12 Conclusion 19
13 Reference 20
14 Annexure 21
Table no Particulars Page No.

1 Pie chart of Coca cola drinker 10

2 Pie chart of drink you prefer 10
3 Pie chart of which features attracts you 11
4 Column chart of features justification 11
5 Column chart of satisfaction 12
6 Pie chart of beverages drink again 12
7 Pie chart of problems 13
8 Pie chart of overall experiences 14
9 Pie chart of alternative 15
 EXECUTIVE SUMMARY

Doing this project was a great experience. The Coca Cola has set up an independent organization which
H.C.C & B.C.C with a capital of 350 U.s $ each. Present soft drink boon in India was attributed to the
legacy of Coca Cola, which was there in India 1997. In today’s market Coca Cola market, the Coca cola
hold a 62% market share that appears to bear concentrated rush to beg a big share in the soft drink market.

This project has been under taken to study Customer satisfaction towards the Coca Cola. To find customers
review survey method was used and Survey was done in Mumbai only. Customers satisfaction differs
according to features of Coca Cola.

Coca Cola and Pepsi are the global leader and there is huge competition between them.
Still Coca Cola manage to be top of the list, because Coca Cola know how to make customer satisfy. They
have acquired Thumps, Limca, Mazza to increase their strength and to make good hold in Indian market.
Coca-Cola operates through 35 plants and 16 franchisees throughout the country.

1
 INTRODUCTION

Coca Cola company is a large conglomerate with interests in manufacturing, marketing and selling a wide
variety of carbonated and non-carbonated beverages, as well as salty and other foods. The Coca-Cola
Company was founded in 1892 and established its Headquarters in Atlanta. The Coca Cola Franchise is
the World’s biggest Beverage Industry. It dominated a 48% of the global Market share. In total the
Franchise is responsible for over 160 different beverages within a market consisting of 200 Countries.
Examples of their products are Coke, Sprite, Dasani and many more. Their products range from Sport’s
Beverages, Juices, Tea, Coffee and Water. Today, the Coca-Cola Company has been in business for 125
years, employs 139,600 people, and sells 1.6 billion beverages each day in more than 200 countries.

Coca -Cola, the corporate nourishing global community with the world’s largest selling soft drink
concentrates since 1886, returns to India in 1993 after a gap of 16 years. With the acquisitions of major
brands in India it went on to be known as The Hindustan Coca Cola Beverages Pvt Ltd. Hindustan Coca-
Cola beverages Private Limited is a 100% company owned bottler. The Company has 3 business regions,
and operates out of 22 locations across India. Coca- Cola was the leading soft drink brand in India until
1977. Coca Cola returned to India in 1993 with a deal that gave Coca Cola ownership of the nation’s top
soft drink brands and bottling network. Coca cola acquired most of the local Indian brands Including
Thumps Up, Limca, Maaza, Citra and Gold Spot.

From 1993 to 2003, Coca Cola invested more than US $1 billion in India. Coca-Cola operates through 35
plants and 16 franchisees throughout the country. The country wide marketing office is located at Gurgaon
Haryana. Four regional offices located in Haryana, Mumbai, Hyderabad and Kolkata. Hindustan Coca-
Cola Beverages (HCCB), the bottling partner of Coca-Cola India, has posted 4% decline in revenues at
Rs 9,082 crore during year to March 2018, as per latest filings with the Registrar of Companies (RoC).
India is Coca-Cola’s sixth largest market. It has been broad-basing its portfolio to include low or zero-
sugar drinks, dairy beverages and energy drinks to resonate with changing consumer preferences.

2
 INDUSTRY OVERVIEW

India with a population of more than 1.2 billion is potentially one of the largest consumer markets in the
world after china. The consumer market is popularly known as the FMCG market or the fast-moving
consumer goods market. Soft drinks come under this category. Soft drink is basically purchased in India
basically for two reasons namely to quench thirst and for refreshment. The Indian economy currently is
passing through a bullish phase with increasing per capita income. Subsequently the lifestyle of the Indian
consumer is also changing with increased spending on entertainment, refreshment etc. that is why soft
drink companies are looking forward to India with great enthusiasm in the future to increase their revenue.
The soft drink industry in India dates back to the 1940 when Parle introduced the first branded soft drink
called gold spot. Cola giant Coca Cola was the first foreign sof drink company to setup its shop in India in
1965. Coca Cola made a very good beginning and dominated the market right from the word go. It faced
no competition at that time. The marketing people did not even need to publicize Coca Cola.

Parle Exports Pvt. Ltd later introduced a lemon flavoured soft drink called Limca in 1970. Before this they
had introduced a cola, flavoured drink called pepping which they had to withdrew in the face of stiff
competition from Coca-Cola. But the overtly conservative Indian government of that time with special
interest in safe guarding the interest of the Indian companies started insisting that Coca-Cola should agree
on the following points in order to continue in India. Coca-Cola decided to windup its operations in 1977
rather than bowing to the Indian government. The exit of Coca-Cola left a large vacuum in the soft drink
market. But this also accelerated the growth of several Indian soft drinks. Many new soft drinks like frooti,
jump-in etc were launched in the form of tetra pack.

The 50-bn-rupee soft drink industry is growing now at 6 to 7% annually. In India, Coke and Pepsi have
a combined market share of around 95% directly or through franchisees. Campa Cola has a 1% share, and
the rest is divided among local players. Industry watchers say, fake products also account for a good share
of the balance. There are about 110 soft drink producing units (60% being owned by Indian bottlers) in
the country, employing about 125,000 people. There are two distinct segments of the market, cola and
non-cola drinks. The cola segment claims a share of 62%, while the non-cola segment includes soda, clear
lime, cloudy lime and drinks with orange and mango flavours. The per capita consumption of soft drinks
in India is around 5 to 6 bottles (same as Nepal's) compared to Pakistan's 17 bottles, Sri Lanka's 21,
Thailand's 73, the Philippines 173 and Mexico 605. The industry contributes over Rs 12 bn to the
exchequer and exports goods worth Rs 2 bn.

3
Soft and aerated drinks were considered products for the middle class and the affluent. That segregation
is no more valid. Soft and aerated drinks are consumed by all except those who cannot afford to buy any
drink. An NCAER study says that 91% soft drink sales are made to the lower, middle and upper middle
classes.

The industry estimates that the beverage market should grow at twice the rate of GDP growth. The Indian
market should have, therefore, grown by atleast 12%.

4
 LITERATURE REVIEW

Bajrang lal and Pankaj (2017): The purpose of this study is to understand the customer satisfaction
towards Coca Cola and Pepsi in Jind city Haryana. Marketers should understand the behaviour of
consumers in a specific target marker in which they intend to enter with a market mix. One of the important
factors that can help to increase sales is customer satisfaction, because satisfaction leads to customer
loyalty, recommendations and repeat purchasing. In the study of “Customer Satisfaction toward Pepsi and
Coca-Cola” found that 52.9% customers consume soft drink occasionally and Pepsi is the biggest brand
with 51% market share and 85.4% customers are satisfied with their preferred brand. It is also found that
66.9% consumers are influenced by Brand name, 51.6% are influenced by Colour, 75.8% by taste, 60.5%
packaging and 54.1% by technology and thus these factors have more impact on the purchasing decisions
of the customers and minor variations have been found in case of the price increases and when price
decreases. In Jind city, 85.4% customers are satisfied with their preferred brand.

Suzana Markovic, Sanja Raspor and Klaudio Segaric (2010): The purpose of this study is to
understand the customer satisfaction and customer loyalty towards Hospitality. Customer satisfaction and
loyalty are seen as the main marketing goals and as essentials for long-term business success. Both
concepts are particularly important in the hotel industry due to the strong competition on the market. Hotel
settings that can attract, maintain, satisfy, and retain customers are more likely to survive on a competitive
tourism market. It is therefore essential for hotel managers to know how to determine levels of satisfaction
with provided services and guests’ intentions to repurchase. Hence, an accurate measurement of customer
satisfaction is a prerequisite to developing effective management strategies. Overall, it is believed that this
study provides insights for hotel service providers and contributes to the Overall, it is believed that this
study provides insights for hotel service providers and contributes to the settings.

5
 OBJECTIVES OF STUDY

 To find out the consumer preferences of Coca Cola products.

 To understand if consumer is satisfied with the quality of the Coca Cola products.
 To understand if consumer is satisfied with the price of the Coca Cola products.
 To understand if the consumer is satisfied with the packaging of the Coca Cola
products.

6
 RESEARCH METHODOLOGY

The research undertaken was done through primary data collection. A questionnaire was
circulated to 109 respondents and graphical interpretation was done to draw up conclusions.

 Sample size: 109

 Geographical area: Mumbai, Badlapur.
 Data collection: Primary and Secondary data.

 Primary data: Primary data collected with the help of

structured questionnaire.
 Secondary data: Secondary data collected from Website,
Newspaper, research papers from various websites like
ProQuest and JGate.

.
 Analysis: A Percentage Analysis was carried out for each of the questions to assess
the opinion of the respondent towards the Coca Cola soft drink products. Collected
data analyzed by method of Microsoft excel 2010 and results have been graphically
presented.

7
 CUSTOMER SATISFACTION

Meaning:

Customer satisfaction is a metric used to quantify the degree to which a customer is happy
with a product, service, or experience. This metric is usually calculated by deploying a
customer satisfaction survey that asks on a five or seven-point scale how a customer feels
about a support interaction, purchase, or overall customer experience, with answers between.
High performing businesses have developed principles and strategies for achieving customer
satisfaction. This paper presents a framework or set of ideas for using customer satisfaction
principles and strategies to improve the quality responsiveness, and possibility of public
sector privately provided services in vulnerable communities. The framework suggested that
resident who live in tough

Importance of customer satisfaction:

Measuring customer satisfaction Organizations are increasingly interested in retaining

existing customers while targeting non-customers; measuring customer satisfaction provides
an indication how successful is the organisation at providing products and/or services to the
market place.
 Satisfied customers will recommend you to their network:
Customer support is a very efficient form of marketing. Small businesses estimate
that 85% of their new business comes from word of mouth.
 Satisfied customers will continue to buy from you:
Not only do loyal customers spend more long term, it’s actually cheaper to keep them
happy than trying to acquire a new customer. It’s 6 times more expensive to woo that
new customer than it is to retain an existing one.

 Satisfied customers are better for your sanity:

Listening to what customers want means that you won’t be constantly at odds with
your clients. Just like arguments in a relationship are emotionally draining, having
grumpy customers constantly writing into a support team leads to burnout and a much
unhappier work environment.

8
Customer Satisfaction towards Coca Cola
Satisfaction means fulfillment or gratification of need, desire or appetite. Customer
satisfaction or dissatisfaction is the feeling derived by the consumer when he/she compares
the product’s actual performance with the performance that he/she expects of it. When the
product performance matches the expected performance, the customer experience
satisfaction; when it falls short of the expectation, the customer experience dissatisfaction.
And when the performance exceeds expectations, the customer is highly satisfied or
delighted. Customer satisfaction is a key indicator of success of an organization. Customer
satisfaction can be two types which as follows: -
1. Product satisfaction
2. Service satisfaction
Customers buy goods and services to meet specific needs. When people feel a need, they are
motivated to take action to fulfill it. In many instances, purchase of a good and service may
be seen as offering the best solution to meeting a particular need. Subsequently customers
may compare what they received against what they expected, especially if it cost them
money, time, or effort that could have been devoted to obtaining an alternative solution.

9
 DATA ANALYSIS

1. How often you drink Coca Cola?

Frequency
Daily Atleast once in a weak Once in a month
Not very often Only on vacation First time visitor

2%

8%
27%
20%

22% 21%

Table No.1
Interpretation:
Coca Cola is able to attain most of its customers and is providing a good level of
satisfaction to its customers. It is reflected from the fact that 27% of customers visit
Coca Cola at Only on Vacation.

2. What type of drink you prefer?

Frequency
Energy Drink Soft Drink Both

24%
35%

41%

Table No. 2

10
Interpretation:

Survey show that highest percentage of people prefer Both. But, compared individual
wise 35% people prefer Coca Cola which is more than Energy drink.

3. What features of Coca Cola attracts you?

Frequency
Quality Price Service Location

17%

15%
51%

17%

Table No.3

Interpretation:

Highest number percentage 51.1% of people say that they like quality of Coca Cola.
Whereas, 17% of people like Price and Location of Coca Cola and Least percentage people
like service of Coca Cola.

4. Please tick the statements you consider true in case of this beverages:

i. Coca Cola provides quality

ii. Prices of items of Coca Cola are reasonable
iii. Service provided by Coca Cola is decent.
iv. Coca Cola has enough variety

11
 80

70

60

50

40 TRUE
False
30

20

10

0
Percentage Percentage Percentage Percentage

Table No.4

Interpretation:

Thus, it is clear that Coca Cola provides at reasonable price and decent service but need to
work upon the variety in order to provide more satisfaction to its customers. Coca Cola
should work on producing more numbers of varieties.

5. To what extent are you satisfied with the following factors of Coca Cola?

Factors Not satisfactory Satisfactory Good Excellent

Quality 31 36 28 14
Price 16 50 38 5
Service 11 48 45 5
Variety 28 42 34 5

12
 60

50

40
Quality
30 Price
service
20 variety

10

0
Not Satisfactory Satisfactory Good Excellent

Table No.5

Interpretation:

Thus, it is clear that Coca Cola is providing satisfaction to its customers in terms of Quality
food, Price, Service and need to do some work in the area of Variety in order to provide
better satisfaction to its customers

6. Would you drink these beverages again?

Percentage
Yes No

31%

69%

Table No.6

13
Interpretation:

As every customer of Coca Cola is willing to drink back hence it can be said that level of
customer satisfaction in Coca Cola is good enough.

7. What problems are you facing in Coca Cola?

Percentage
Quality Price service Employee's behaviours

13%
31%

25%

31%

Table No.7

Interpretation:

The higher percentage of customer they are not satisfied by Coca Cola Employee’s
Behaviours and service.

8. Please rate your overall experience from these beverages?

Overall Experience
Very Bad Bad Average Good Very Good

9% 8%
8%

41%
34%

Table No.8

14
Interpretation:

The overall experience of the customers is good in Coca Cola. Thus, Coca Cola is providing
good level of customer’s satisfaction

9. Do you drink Coca Cola if water is not available?

Percentage
Yes No

39%

61%

Table No.9

Interpretation:

61% people says they drink Coca Cola if water is not available.

15
 FINDINGS OF THE STUDY

 Customers are satisfied with the Coca Cola products in Mumbai.

 Still there are some areas to work upon to make this level an optimum level such as
variety, Packing etc.

 There is request from many customers that Coca Cola should check and control
excessive use of sugar and caffeine in its drinking stuff.

16
 RECOMMENDATIONS & SUGGESTIONS

 Diversify businesses to minimize market risk exposure.

 Improve product healthfulness to attract more consumers.
 Enhance recycling efforts to address environmentalism.
 More emphasis should be given in retaining and building loyalty among
retailers while at the same time new retailers should be encouraged to sell Coca
Cola.
 The company should concentrate on the brand awareness of its product.

17
 LIMITATIONS

The main purpose of this is get idea about the preference of the customer towards various
Coca Cola products. But there are certain factors which affects this study they are as follow:

 Since the sampling procedure was judgmental, the sample selected may not be
representative of the population.

 Economic and market conditions are very unpredictable.

 Small Sample Size has been taken, if large sample size is used, the results may vary.

 This study is confined to Mumbai city only.

18
 CONCLUSION

Customers are satisfied with the Coca Cola products in Mumbai. Still there are some areas to
work upon to make this level an optimum level such as variety, packing etc. There is a request
from many customers that Coca Cola should check and control the excessive use of sugar and
caffeine in its drinking stuff. The study revealed that advertising and representative’s visits
increase the sale of popular drink-brands. In the study of “Customer Satisfaction toward Coca
Cola” found that 27% customers consume Coca Cola only on vacation and 22 people consume
Coca Cola daily. Most of the people prefer soft drink rather than energy drink. It was also found
that people consume Coca Cola because of its quality rather than its price. 69% of people said
that they will consume Coca Cola again and 31% refuse to consume Coca Cola again. On
Overall experience of Pepsi products most of the people said that the experience on Coca Cola
products was good and 34% people said that the experience was average thus, most of the
people using Coca Cola products are happy with the product because of its quality and taste.

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 REFERENCES

 https://www.niir.org/information/content.phtml?content=184

 https://www.slideshare.net/santhoshmadheswaran/coca-cola-presentation-
26409211
 https://www.ukessays.com/essays/marketing/the-introduction-of-coca-cola-
company-marketing-essay.php
 https://foodisgut.wordpress.com/2011/11/27/introducing-the-coca-cola-
company/
 https://www.statista.com/outlook/20020000/119/soft-drinks/india
 https://blog.hubspot.com/service/what-is-customer-satisfaction
 https://www.nicereply.com/blog/importance-of-customer-satisfaction/
 https://coca-colahellenic.com/en/operations/sales-and-customers/customer-
satisfaction/
 http://www.pbr.co.in/2014/2014_month/march/13.pdf

 Google form link: https://forms.gle/zaEtXvGb8VRyypyc9

 Pankaj, B. l. (2017, August). Customer satisfaction towards Pepsi and coca

cola: An exploratory study of Jind city (Haryana). Internal journal of research
in management, Economic and Commerce, Volume 07(issue 08), 33-39.
 Suzana Markovic, S. R. (2010). Customer satisfaction and customer loyalty
measurement in hotel settings: An empirical analysis. Tourism and hospitality
management 2010, Conference proceedings, 125-137.

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 ANNEXURE
How often you drink coca cola? *

o Daily
o Atleast once in a weak
o Once in a month
o Not very often
o Only on occasion
o First time visitor

What type of drink you prefer? *

o Energy drink
o Soft Drink
o Both

What features of coca cola attracts you? *

o Quality
o Price
o Service
o Location

Please tick the statements you consider true in case of this beverages: *

Yes No
Coca Cola
provides quality
Prices of items of
Coca Cola are
reasonable
Service provided
by Coca Cola is
decent
Coca Cola has
enough variety

To what extent are you satisfied with the following factors of Coca
Cola? *

Not
Satisfactory Good Excellent
satisfactory
Quality

21
 Not
Satisfactory Good Excellent
satisfactory
Price
Service
Variety

Would you drink these beverages again? *

o Yes
o No

What problems are you facing in Coca Cola? *

o Quality
o Services
o Prices
o Employee's behaviours

Please rate your overall experience from this Beverages? 1.very bad, 2.
Bad, 3. Average, 4. Good, 5. Very good *

1 2 3 4 5

Very bad Very good

Do you drink Coca Cola if water is not available *?

o Yes
o No

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