Coca Cola

2. A STUDY ON CONSUMERS’
PREFERENCES TOWARDS
SOFT DRINK PRODUCTS
By,
T.M.SANTHOSH
(MB14B43)

3. INDUSTRY PROFILE
• In 1767 Joseph Priestley invented carbonated water in
England
• Soft drinks players in India: Coca Cola, Parle Agro
and Pepsico
• Soft drinks has become world’s leading beverage
sector and is expected to lead the market value of
$5.9 billion by the end of 2015
• Global consumption of soft drinks is rising by 7% a
year, well ahead of all other beverage categories

4. COMPANY PROFILE
• Coca Cola was founded in 1886 and in India it
entered in the year 1993
• In India its head quarters in Haryana
• CEO of Coca Cola: Atul Singh (India)
• It has 7,000 Indian distributors and more than 1.7
million retailers
• Coca Cola in India directly employs over 25,000
people on contract
• Coca Cola has a market share of 60% in CSD
(Carbonated Soft Drinks) and 35% in Fruit drinks
• Coca Cola has a worldwide market share of 48.3%

5. PRODUCT PORTFOLIO
• Coca Cola
• Diet Coke
• Fanta
• Sprite
• Thums Up
• Limca
• Minute maid pulpy orange
• Minute maid mixed fruit
• Maaza

6. RESEARCH OBJECTIVES
• To identify the consumers’ preferences for soft
drinks products, brands and the major influence in
their purchase
• To identify the customer’s buying pattern related to
Coca Cola products
• To determine the consumers’ perception on the
taste, price, advertisements and celebrity
endorsements related to Coca Cola and its sub-
brands

7. RESEARCH METHODLOGY
Research Design: Descriptive research
Research Method: Survey method
Research Instrument: Structured questionnaire
Sample size: 150
Sample area: Chennai
Sampling method: Non-Probability Convenience
Sampling
Statistical package: SSPS
Analytical tool: Percentage analysis, Mean

8. REASON FOR SHOPPING
47% 48%
5%
0%
10%
20%
30%
40%
50%
60%
Monthly purchase Weekly purchase Daily purchase

9. NATURE OF PURCHASE
89%
11%
Planned purchase
Impulse purchase

10. USE OF SOFT DRINKS
89%
11%
Family use
Paties

11. CONSUMPTION OF SOFT DRINKS
106
100 Cola drinks
Mango drinks

12. INFLUENCE ON PURCHASE
8.70%
52.70%
38.60%
0%
10%
20%
30%
40%
50%
60%
Brand Taste Offer

13. BRAND PREFERENCE- COLA DRINKS
0
0.5
1
1.5
2
2.5
3
3.5
4
Coca Cola Thumsup 7up Pepsi
3.73
1.13
1.88
3.28

14. BRAND PREFERENCE- MANGO DRINKS
4.4 4.53
3.01
2.01
1.05
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Maaza Slice Frooti Maa Mangola

15. PERCEPTION OF TASTE- COCA COLA
56.70%
43.30%
Very good
Good

16. PERCEPTION OF TASTE- FANTA
42.70%
56%
1.30%
0%
10%
20%
30%
40%
50%
60%
Very good Good Neutral

17. PERCEPTION OF TASTE- SPRITE
0%
10%
20%
30%
40%
50%
60%
70%
Very good Good Neutral
18%
68%
14%

18. PERCEPTION OF TASTE- THUMSUP
1.30%
30.70%
66%
2%
0% 10% 20% 30% 40% 50% 60% 70%
Very good
Good
Neutral
Bad

19. PERCEPTION OF TASTE- LIMCA
2%
22%
71.30%
4.70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Very good Good Neutral Bad

20. PERCEPTION OF TASTE-
MINUTE MAID PULPY ORANGE
0%
10%
20%
30%
40%
50%
60%
Very good Good Neutral Bad
2.70%
10%
30%
57.30%

21. PERCEPTION OF TASTE-
MINUTE MAID MIXED FRUIT
0% 10% 20% 30% 40% 50% 60% 70% 80%
Good
Neutral
Bad
Very bad
2.70%
13.30%
70%
14%

22. PERCEPTION OF TASTE- MAAZA
85.30%
13.30%
1.30%
Very good
Good
Neutral

23. PERCEPTION OF TASTE- COMAPRSION
OF ALL BRANDS
0 1 2 3 4 5
Coca Cola
Fanta
Sprite
Thumsup
Limca
Minute maid pulpy orange
Minute maid mixed fruit
Maaza
4.55
4.41
4.04
3.3
3.18
2.55
2.06
4.84

24. BUYING PATTERN
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Festivals Parties Offers No specific
reason
1.30%
10.70%
86%
2%

25. QUANTITY PURCHASED
0% 10% 20% 30% 40% 50% 60% 70%
Below 5litres
5-10litres
11-15litres
69.40%
29.30%
1.30%

26. PLACE OF PURCHASE
94%
6%
Super markets
Retail shops

27. INFLUENCE ON THE PURCHASE OF
COCA COLA PRODUCTS
0
2000
4000
6000
8000
10000
12000
Taste
Price
Advertisement
Brand name
Circle of friends

28. SATISFICATION ON THE PRICE-
COCA COLA
56.70%
41.30%
2%
0% 10% 20% 30% 40% 50% 60%
Highly satisfied
Satisfied
Neutral

29. SATISFICATION ON THE PRICE- FANTA
0%
10%
20%
30%
40%
50%
60%
Highly satisfied Satisfied Neutral
44%
53.30%
2.70%

30. SATISFICATION ON THE PRICE- SPRITE
14%
68.70%
17.30%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Highly satisfied
Satisfied
Neutral

31. SATISFICATION ON THE PRICE-
THUMSUP
32.70%
63.30%
4%
0% 10% 20% 30% 40% 50% 60% 70%
Highly satisfied
Satisfied
Dissatisfied

32. SATISFICATION ON THE PRICE- LIMCA
1.30%
14.70%
80%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Highly satisfied Satisfied Neutral Dissatisfied

33. SATISFICATION ON THE PRICE-
MINUTE MAID PULPY ORANGE
0% 5% 10% 15% 20% 25% 30% 35% 40%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
15.30%
28%
19.30%
36%
1.30%

34. SATISFICATION ON THE PRICE-
MINUTE MAID MIXED FRUIT
0%
5%
10%
15%
20%
25%
30%
35%
40%
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
4.70%
7.30%
30%
38%
20%

35. SATISFICATION ON THE PRICE- MAAZA
80.70%
19.30%
Highly satisfied
Satisfied

36. SATISFICATION ON THE PRICE- A
COMPARSION
4.54
4.4
3.96
4.24
3.12
3.2
2.38
4.8
0 1 2 3 4 5 6
Coca Cola
Fanta
Sprite
Thumsup
Limca
Minute maid pulpy orange
Minute maid mixed fruit
Maaza

37. OPINION ON COCA COLA
ADVERTISEMENT
36%
61.30%
2.70%
0% 10% 20% 30% 40% 50% 60% 70%
Very good
Good
Neutral

38. ATTRACTIVE COLA DRINKS
ADVERTISEMENT
0%
10%
20%
30%
40%
50%
60%
70%
80%
Coca Cola Sprite 7up Pepsi
75.30%
1.30% 2%
21.30%

39. ATTRACTIVE FRUIT DRINKS
ADVERTISEMENT
1.30%
21.30%
76%
1.30%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Minute maid pulpy orange
Maaza
Slice
Frooti

40. INFLUENCE OFADVERTISEMENT ON
PURCHASE
70.70%
29.30% Yes
No

41. CELEBRITIES ENDORSEMENT LIKED
MOST- AAMIRKHAN
0% 10% 20% 30% 40% 50% 60%
Like most
Like
Neutral
Dislike
34.70%
54.70%
9.30%
1.30%

42. CELEBRITIES ENDORSEMENT LIKED
MOST- VIJAY
36%
46.70%
14.70%
1.30%
1.30%
0% 10% 20% 30% 40% 50%
Like most
Like
Neutral
Dislike
Dislike most

43. CELEBRITIES ENDORSEMENT LIKED
MOST- KATRINA KAIF
10%
40.60%
44.70%
4.70%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Like most Like Neutral Dislike

44. CELEBRITIES ENDORSEMENT LIKED
MOST- SALMAN KHAN
0%
10%
20%
30%
40%
50%
60%
Like most Like Neutral Dislike
6%
30.70%
53.30%
10%

45. CELEBRITIES ENDORSEMENT LIKED
MOST- KAREENA KAPOOR
12.70%
30%
49.30%
8%
0% 10% 20% 30% 40% 50% 60%
Like most
Like
Neutral
Dislike

46. CELEBRITIES ENDORSEMENT-
A COMPARSION
4.22
4.14
3.56
3.32
3.46
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Aamirkhan
Vijay
Katrina Kaif
Salman khan
Kareena kapoor

47. RESPONDENTS BASED ON GENDER
76.70%
23.30%
Male
Female

48. RESPONDENTS BASED ON AGE
4%
30%
24%
33.30%
8.70%
0%
5%
10%
15%
20%
25%
30%
35%
15-20years 21-25years 26-30years 31-40years 40years &
above

49. RESPONDENTS BASED ON OCCUPATION
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Professional Businessman Student House wife
13.30%
41.30%
28.70%
16.70%

50. RESPONDENTS BASED ON INCOME
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Below 5000
5001-15000
15001-30000
30001-45000
Above 45000
38.70%
5.30%
44%
9.30%
2.70%

51. SUGGESTIONS
• The company must concentrate on their products
(Limca & Sprite) because they not selling in the
market compared to Coca Cola & Maaza
• Majority of the consumers are not satisfied with the
taste of other Coca cola products (except Coca Cola
& Maaza), so they must improve the taste of other
products

52. • Most of the consumers said that Coca Cola products
are not available in retail shops, so the company
must make the availability of products retail shops
• Awareness of Minute maid pulpy orange and Minute
maid mixed fruit is less. Company should increase
its promotion
• Taste of Minute maid mixed fruit should be
improved
• As per the respondents opinion the advertisement of
Coca Cola are not so attractive as the tough its
competitor. So they should improve upon their
advertisement

53. THANK YOU