The objective of study is

to determine the impact of

advertising on buying
behavior towards
beverages.

By Gourav Tripathi
Reg No: 221420710011
Roll:14200922002

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 OBJECTIVE OF STUDY

The specific objectives of the study are

to:

1.Identify the different types of

advertising that are used to
promote beverages.

2.Determine how advertising affects

consumer awareness of beverages.

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 COMPANY PROFILE

Bengal Beverages Pvt. Ltd. is an ISO 9001:2015, FSSC 22000:2018,

ISO 140001:2015, ISO 45001:2018 Certified Company with a turnover of
Rs.450 crore.

The manufacturing unit at Dankuni was set up in 1984 by our Chairman

cum Managing Director Mr. Shiv Ratan Goenka. It continues to flourish
under the leadership of his son Mr. Amit Goenka – Managing Director. It is a
closely held with company within the family.

Ever since Coca-Cola re-entered India in 1993, BBPL has become one of
the leading beverage companies in the country. The Company offers a
diversified portfolio of much loved beverages that include some of the top
brands in the world.

1) The core soft drink brands are Coke, Thumsup, Sprite, Fanta and Limca.

2) We also offer low calorie options like Coke Zero and Diet Coke. Our
Juice segment includes brands like Maaza mango and the entire range of
Minute Maid juices.

3) The packaged drinking water segment includes our brand Kinley.

4) We have also successfully introduced new brands with likes of

Schweppes, Fuze Tea (iced tea), Aquarius, Zico Coconut water.

5) We also offer brands like Georgia in the tea and coffee segment.

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 RESEARCH METHODOLOGY
The study's technique, descriptive research, attempts to comprehend the
essence of consumer behavior regarding the selection of beverages in India .The
research undertaken in this study is driven by a meticulous analysis, with the
primary objectives being a comprehensive examination of the impact of
advertising on consumer buying behavior, the identification of
various advertising methods employed to promote beverages, and the
determination of how advertising influences consumer awareness of
beverages. This research employed Google Forms as the data collection
method, involving the participation of 60 consumers representing various
age groups.
The first objective of this study is to delve into the influence of advertising
on consumer buying behavior. Advertising plays a pivotal role in shaping
consumers' choices, and this research aims to dissect the extent to which
advertisements affect what consumers purchase. By analyzing the data
collected, we aim to provide insights into whether advertising leads to
changes in consumer preferences, influences purchase decisions, or impacts
the frequency and volume of beverage purchases.
The second objective is to identify and categorize the different advertising
methods employed in the promotion of beverages. Beverages encompass a wide
range of products, and advertising strategies can vary significantly. This
study seeks to classify the various approaches used in advertising beverages,
which may include television commercials, social media campaigns,
influencer endorsements, print advertisements, and more. By understanding
the diversity of advertising methods, we can gain valuable insights into
industry trends and consumer engagement.
To achieve these objectives, the study utilized Google Forms as the data
collection method. A total of 60 consumers from diverse age groups were
engaged in the survey. This approach allows for a comprehensive assessment of
the impact of advertising on buying behavior, the identification of advertising
methods, and the measurement of its influence on consumer awareness.
To make sense of all the information I collected, I used charts and graphs.
These visual tools helped us see patterns and trends in the data. By using these
charts and graphs, I was able to figure out what different age groups and
genders prefer when it comes to beverages.

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 SAMPLE DISCRIPTION
This sample is a Google Form survey that was given to people of different
ages and genders to learn about the different types of beverages advertising they
see and how it affects their beverage awareness. The survey asked 20
different questions about the types of beverage advertising participants see,
how often they see them, and how much they influence their purchasing
decisions.

The sample size is 60 participants, and the data is representative of the general
population in terms of age, gender, and geographic location.

The sample data can be used to identify the different types of beverages
advertising that are used to promote beverages and to determine how
advertising affects consumer awareness of beverages. The data can also be used
to segment the population into different groups based on their beverage
advertising habits and awareness.

This sample data can be used to achieve our two objectives of the study:

1. Identify the different types of advertising that are used to promote beverages

The sample data shows the different types of beverages advertising that
participants see. This data can be used to identify the most common types of
beverage advertising, as well as the types of advertising that are most effective
in reaching different target audiences.

2. Determine how advertising affects consumer awareness of beverages

The sample data shows how often participants see beverage advertising and how
much it influences their purchasing decisions. This data can be used to
determine how advertising affects consumer awareness of beverages.

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Are you more likely to try a new beverage if it is endorsed by a
celebrity?

3.5 Total
3 3 3 3 3
3

2.5
2 2 2 2 2 2 2
2

1.5 Total
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1

0.5

0
22232425262830323435384050 23242526284064657022 23242628606667 222324252632345263 22232865
AGREE DISAGREE NEITH ER AGREE NOR GRSETERONGLY NGLY DISA
DISA AGRSETERO GREE

INTERPRITATION
This bar chart illustrates the beverage preferences of different age groups when
a specific celebrity endorses a new beverage in the market. It
clearly demonstrates that individuals are more inclined to try a beverage if their
favorite celebrity promotes it.

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Do online banner ads for beverages influence your buying
decisions?

Total

22
23
2 111 6
24
11
11
1 7 25
3
26
1
1 28
3 8 30
2
1 32

6 6 34
6 35
38

INTERPRITATION
The chart provides insights into how various age groups respond to online
banners and advertisements. It highlights the varying levels of influence these
ads have on different age demographics. The data suggests that
individuals of different age ranges exhibit distinct preferences and
susceptibilities when encountering online advertising content.

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Do you trust the recommendations of friends and family more than beverage
advertisements?

Total
379 358
400
350
300 223
250 190 274 210 183
200 127
150
100 26
50
0 Total
AGREE DISAGREE NEITHER STRONGLY AGREE DISAGREE
NEITHER STRONGLY STRONGLY AGREE AGREE
AGREE
AGREE DISAGREE
NOR NOR
DISAGREE DISAGREE
Female Male

INTERPRITATION
This line chart clearly demonstrates that, on average, people tend to trust
recommendations from friends and family more than beverage advertisements.
This trend holds true for both men and women.

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Does product placement in movies or TV shows affect your preference for
beverages?

Total
70 1
1
66 1
2
64 1
1
60 1
1
50 1
3
38 1
Total
1
34 3
2
30 1
6
26

6
6
24

8
7
2
2

INTERPRITATION 6

The0 graph illustrates

1
6
2 that individuals
7
3
8
4
9
5
between the ages of 25 and 35 are
influenced by product placement in movies or TV shows when it comes to
their beverage preferences.

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Do you find online reviews and user-generated content more influential than
traditional beverage ads?

500
443
450
400 361
350 319

300
250 209 Female
200 164 177 Male
160
150 109
100
50 28

0
AGREE DISAGREE NEITHER AGREE STRONGLY STRONGLY
AGREE NOR DISAGREE DISAGREE

INTERPRITATION
This graph illustrates that online reviews and user-generated content have a
higher level of influence compared to traditional beverage advertisements, which
have an average level of influence.

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 ANALYSIS & INTERPRETATION OF RESULTS

The research findings indicate that the younger generation tends to be highly
influenced by beverages and shows a strong inclination to try newly introduced
products by companies. They are particularly responsive to advertisements and
banners promoting these beverages. In contrast, the older demographic exhibits
different preferences, showing a preference for the traditional beverages they
have been accustomed to.

The data used for this analysis was collected through Google Forms and
comprises a sample size of 60 respondents, including men, children, and
females. This diverse sample size helps ensure the accuracy and
representativeness of the findings.

These results suggest that beverage companies targeting a younger audience

may benefit from emphasizing new product introductions in their marketing
strategies, utilizing advertisements and banners to effectively capture their
attention. On the other hand, businesses catering to older consumers may find
success in promoting the familiarity and quality of their traditional beverage
offerings.

understanding the varying preferences and influences among different age

groups is crucial for beverage companies to tailor their marketing approaches
effectively and meet the distinct needs and desires of their target demographics.

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 CONCLUSION

In conclusion, my research underscores the significant generational differences

in beverage preferences and influences. The younger generation displays a
strong inclination towards trying new and innovative beverage products, largely
swayed by the impact of advertisements and promotional materials.
Conversely, older individuals exhibit a preference for the familiarity and
reliability of the beverages they have grown accustomed to over time.

These insights are vital for beverage companies seeking to maximize their
market reach and appeal to diverse consumer groups. Tailoring marketing
strategies to cater to the unique tastes and preferences of each generation is
essential for success in the industry. By leveraging the appeal of novelty and
innovation in advertising campaigns for younger consumers, and emphasizing
the tradition and quality of established products for older consumers,
companies can effectively connect with their target audiences.

Ultimately, this research sheds light on the dynamic nature of consumer

behavior within the beverage industry, providing valuable guidance for
businesses looking to adapt and thrive in an ever-evolving market landscape.

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 SCOPE FOR FUTURE RESEARCH

The research on beverage consumer behavior has provided valuable insights

into generational differences in preferences and influences, yet it also
highlights several limitations that offer fertile ground for future research.

Firstly, the sample size and composition of our study, which involved
60 respondents from various age groups and genders, while providing a
diverse dataset, may not fully capture the broader population's diversity.
Expanding the sample size and ensuring a more representative cross-section of
the population could enhance the generalizability of findings.

Secondly, our reliance on self-reporting through Google Forms introduces the

potential for respondent bias, where participants may provide the response they
perceive as socially desirable rather than reflecting their true behaviors and
preferences. Combining self-reported data with objective measurements or
observational studies could mitigate this limitation.

Thirdly, the lack of precise age categories for the "younger" and "older"
generations in our research can affect the accuracy of conclusions regarding
generational differences. Future studies could define specific age groups to
explore finer generational nuances in beverage preferences and responses to
advertising.

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 REFERENCES

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Thank You

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