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This document is a presentation on consumer preferences for carbonated soft drinks in Gandhinagar City, focusing on Coca-Cola and Pepsi. It includes an introduction to the topic, profiles of the products and companies, objectives and hypotheses of the study, research methodology used, data analysis and findings, and conclusions and suggestions. The study found that Coca-Cola has a higher consumer preference and market share than Pepsi in Gandhinagar, likely due to its wider product range and better availability. The presentation provides an overview of the soft drink industry and market in India before detailing the research conducted.

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amitnpatel1
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1K views

PPT

This document is a presentation on consumer preferences for carbonated soft drinks in Gandhinagar City, focusing on Coca-Cola and Pepsi. It includes an introduction to the topic, profiles of the products and companies, objectives and hypotheses of the study, research methodology used, data analysis and findings, and conclusions and suggestions. The study found that Coca-Cola has a higher consumer preference and market share than Pepsi in Gandhinagar, likely due to its wider product range and better availability. The presentation provides an overview of the soft drink industry and market in India before detailing the research conducted.

Uploaded by

amitnpatel1
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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A

Presentation
On
Consumer Preference For Aerated Soft Drink in
Gandhinagar city: A Study of Coca cola And Pepsi

Guidance By:Prof. Amit Patel

Presented By:Dumaniya Rinku S. - 147080592001


Vagadiya Manisha M. - 147080592023

CONTENT
Introduction
Product profile
Growth of the company
Purpose of research
Objective of the study
Hypothesis
Research Design
Sample Design
Data analysis
Finding
Conclusion
suggestion

INTRODUCTION
Coca-Cola came to India in the year 1956. Since India had not any foreign
exchange act, Coca-Cola made huge money operating under 100% foreign
equity. Indian foreign exchange act was implemented in the year 1974 during
Indra Gandhi time. The foreign exchange act stated that foreign companies
selling consumer goods must invest 40% of its equity stake in India in its
Indian associates. Coca-Cola agreed with investing 40% foreign equity but
stated that they would still hold full power in technical and administrative
units with no local participation allowed.

CONT..
The Soft Drinks in India industry profile is an essential resource for top-

level data and analysis covering the soft drinks industry. It includes detailed
data on market size and segmentation, plus textual analysis of the key
trends and competitive landscape, demographic information, and
descriptions of the leading companies.
Soft drinks are available in glass bottles, aluminum cans and PET bottles
for home consumption. Fountains also dispense them in disposable
containers Non-alcoholic soft drink beverage market can be divided into
fruit drinks and soft drinks. Soft drinks can be further divided into
carbonated and non-carbonated drinks. Cola, lemon and oranges are
carbonated drinks while mango drinks come under non carbonated category

PRODUCT PROFILE

Growth of the company

PURPOSE OF THE RESEARCH


We will come to know about the service & responsibility towards customers

of soft drink retail sectors. Customers buying behavior & retailers selling
behavior will be provide by this study.
The study will help to analyze the customers exact needs & wants.
The Soft Drinks in India industry profile is an essential resource for toplevel data and analysis covering the soft drinks industry.
It includes detailed data on market size and segmentation, plus textual
analysis of the key trends and competitive landscape, demographic
information, and descriptions of the leading companies like Pepsi & CocaCola.

OBJECTIVE OF STUDY

To study the impact of the Advertisements on the brand preference of


consumers.
To study the consumer perception regarding the most effective media for
Advertisements.
To study the impact of the celebrity endorsement on the consumer buying
behavior.

HYPOTHESIS
H0: There is no significant relationship between the advertisements and the

brand preference of consumers.


H1: There is significant relationship between the advertisements and the
brand preference of consumers.
H0: There is no significant relationship between the consumer perception

regarding the most effective media for Advertisements.


H2: : There is significant relationship between the consumer perception
regarding the most effective media for Advertisements.
H0: There is no impact of the celebrity endorsement on the consumer

buying behavior.
H3: There is impact of the celebrity endorsement on the consumer buying
behavior.

RESEARCH DESIGN
It is a model, indicates a plan of action to be carried out in connection of

this research.
It provides only the guideline to the researcher to move forward.
I have developed the research design on the basis of data which have been
collected.
Research design is the conceptual structure within which research is
conducted; it constitutes the blue print for the collection, measurement and
analysis of data.
As such the design includes an outline of researcher work from the writing
of hypothesis and the operational implementation to the final analysis of
data.

SAMPLE DESIGN
Sampling Universe
The sampling universe is Gandhinagar City.
Sampling Unit
An individual situated in the universe.
Sample Size
Sample size taken for consumer is 200.
Sampling Tool
Questionnaire for consumer.

DATA ANALYSIS
Do you consume a soft drink ?

Does package attract?

Specify your buying pattern.

How much quantity do you purchase for the particular occasion?

Please select you agreement/disagreement with following statements:


Descriptive Statistics

Rank
1
2
3
4
5
6
7
8
9
10

I get influenced by the presence of my


favorite actor/actress in a
advertisement
I feel that the most of the soft drink
brands are prices are reasonable
Taste is important criteria for select a
brand
I may choose to drink different brands
at different times
I get influenced by the soft drink
advertisement
Normally most of the brands are
available to the shopping center near
by my house
I stick to prefer one brand and do not
change it
Color of the soft drink is important
criteria for a selecting a particular
brand
I do not believe in the claim made by
advertisement
Fiz is important criteria to select a
brand

Mean

200

4.3000

200

3.5400

200

3.2000

200

3.1800

200

2.9600

200

2.7800

200

2.7800

200

2.7800

200

2.4800

200

2.4600

While purchasing aerated drinks which factor influence your purchase decision

Influencing factors for purchase of the soft drink


Rank

Influencing Fator

Mean

Availability

2.9600

Price

2.8800

Brand Name

2.7600

Taste

2.6800

Packaging

2.6400

Fizz in the cola

2.5200

Color

2.4200

Does package attract

No

Nul Hypothesis

There is no relation between gender &


attraction for a soft drink packaging

0.26

There is no relation between gender &


advertising influence to purchase a soft drink

0.265

There is no relation between Age& attraction


for a soft drink packaging

0.000

There is no relation between Age & advertising


influence to purchase decision

0.28

There is no relation between occupation &


attraction for a soft drink packaging

0.03

There is no relation between occupation&


advertising influence to purchase a softdrink

0.01

There is no relation between education


qualification & attraction for a softdrink
packaging
There is no relation between education
qualification & attraction advertising for
purchase decision

P Value

Decision
Fail to reject
Null
hypothesis
Fail to reject
Null
hypothesis
reject
Fail to reject
Null
hypothesis
Fail to reject
Null
hypothesis
Fail to reject
Null
hypothesis

0.000

reject

reject


Please indicate your education qualification

FINDING
Consume soft drink 200 people under study, 44(22.0%) people regularly

consume soft drink, 56(28%) have rarely consume soft drink, 44(22%)
have never consume soft drink.
Rank given by the consumer in soft drink 19(9.5%) rank by the people of
cock, 121(60.5%), rank by the people of Pepsi, 1(0.5%) rank by the people
of fanta,9(4.5%) rank by the people of sprite,9(4.5%) rank by the people of
thumps up,10(5.0) rank by the people of mountain dew,14(7.0) rank by the
people of Limca, 11(5.5) rank by the people of mazza,6(3.0) rank by the
people of other soft drink.
Does a soft package attract 200 people under study, 32(16.0%) people
attract package of soft drink, 104 (52%) people maybe attract package of
soft drink, 64(32%) people not attract package of soft drink.

CONCLUSION
Thus it can be concluded that soft drink industry in India is growing day by

day. According to the my research I have observed that consumer


preference as well as market share of Coca Cola is higher than Pepsi in
Gandhinagar market. This also applicable all over the Indian market also.
My hypothesis was based on the consumer preference of Pepsi & Coca
Cola. I have assumed that in Gandhinagar, Coca Cola is the most preferable
brand in soft drink industry and second preferable brand is Pepsi. After
gathering all the facts & figures I am concluding that consumers preference
of Coca Cola is better than Pepsi.

SUGGESTION
From the analysis of the data and information gathered in the market

Survey conducted through questionnaire and personal interview it was


found that in the soft drink segment, consumer preference of Coca Cola is
better than Pepsi just because of Coca Colas wide product range &
availability of the product in Gandhinagar market. According to the
distributors point of view, margin of Coca Cola is higher than Pepsi as
well as applicable for retailers also.
According to me, if Pepsi want to increase their consumer preference they

should provide better service to retailers as well as consumers in terms of


availability of product in market & wider product range than now.
Consumer preference of Coca Cola is better because they owned some
brand which has very good brand image in India.

BIBLIOGRAPHY

Impact

on celebrity endorsement retrieved on 20/01/2014


www.businessdictionary.com/definition/celebrity-endorsement.html.
https://sites.google.com/site/portalofadvertising/celebrity-endorsements
.
Important

celebrity
www.studymode.com
www.scribd.com/doc

attributes

retrieved

on

22/01/2014

from

Literature review retrieved on 26/2/2015


http://etd.fcla.edu/CF/CFE0000847/Pepsi_Catherine_R_200512_MS.pd

f.pdf

Cont..
http://images.cocacola.com/images/tmrs/motivation_review_final.pdf
Types of research Retrieved on 15/2/2015
http://en.wikipedia.org/wiki/Types_of_research_methods_and_disciplin

s
http://www.slideshare.net/Azia1980/type-of-research-methodology
http://www.alzheimer-europe.org/Research/Understanding-dementia-

research/Types-of-research/Research-methods

Thank You

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