A STUDY ON CONSUMER PREFERENCE ON
SOFTDRINKS FOR THE COCA-COLA
COMPANY
GUIDED BY:
DR.P.RAJA
PRESENTED BY
R.VASANTHA RAJ
FINAL YEAR MBA
ABSTRACT
? To study the consumer preferences towards the
products and to study the Market Potential of COCA
COLA
? Consumer preference is a complex phenomenon
and preferences keep changing , so the company
needs to be in track of the changing likes and tastes
of the consumer.
? The study starts with determining the major players
in the soft drinks, their overall consumption pattern
among the people and ends up with the conclusion
as per the state of mind of the average rational
human being.
INTRODUCTION
The research is based on some underlying
parameters like:
? Changing consumption pattern
? Changing income levels
? Advertisements
? Taste
? Status consciousness
? Varying lifestyle
OBJECTIVES
Primary Objective
? To study the consumers preferences for Coca Cola.
Secondary Objectives
? To understand the attitude of the consumer towards
Coca Cola
? To analyse the various factors affecting consumer
preference
? To understand the changing consumer likes and
tastes
SCOPE OF STUDY
? This study basically tries to discover the current
position of Coca-cola in the market. It also tries to
discover the preferences of the customers when
posed with a choice between Coca-Cola and Pepsi. It
is primarily directed to the general public but was
done only in Ambattur.
? So this study can be used as a tool to understand
the position of Coca Cola in the minds of the
consumer. This will be of great use to the company
to be in track with the consumers.
RESEARCH METHODOLOGY
Type of Research :
Descriptive research
Sampling technique : Simple Random Sampling
Sample Size
: 100
Samplings Areas
: Ambattur
Primary Data
: Responses through
questionnaires.
Conducted personal
interviews with
the respondents.
? Secondary Data
: Websites. News papers
? Statistical tools like Percentage Method, Correlation
analysis , Weighted Average Method were used.
?
?
?
?
?
LIMITATIONS
? Some of the respondents refused to fill the
questionnaires.
? The people were busy in their own work so they
might not have given actual responses..
? Limitation of time.
? The survey is conducted in the area of Ambattur
hence the results may vary in other parts of the
cities.
? Small sample size.
? The findings are based on the survey conducted in
the month of March and April the results may vary
in other month as it is a seasonal product.
FINDINGS
? Likeness towards the product is high when it is
served chilled
? The respondents are neutrally satisfied with the
product
? The likeliness of product towards product range is
neutral
? The likeliness of product towards advertisement is
high
? There is a high positive correlation between
SUGGESTIONS
? Perform a detail demand survey at regular interval to
know about the unique needs and requirements of
the consumer.
? The company should focus to bring some more
flavors and variety of schemes rather then bring
second and repeat same old one. It is always better
to be first than being better.
? The company must be aware of and keep at least the
latest knowledge of its primary competitors in market
and try to make a perfect anticipated efforts to meet
the same.
SUGGESTIONS
? The company should be always in a position to
receive continuous feedback and suggestions
from its customers /consumers and from the
market and try to solve it without any delay to
establish its own good credibility.
? The visibility of any product plays an important
role in making the customer, aware about it and
is vital for the growth and development of any
product.
? It is important to make the customers believe
that the product is highly reliable by providing
quality product and service
CONCLUSION
?Coke is most popular amongst its users mainly because of its
taste, brand name, innovativeness . But most of the consumers
prefer thumsup as their 1st preference, then coke.
? visibility affects the sales of project in a very special way. And
in terms of the advertisements lays is lacking behind mostly
consumers remember the advertisement because of the
frequency of advertisement and brand ambassadors, creativity.
?In today’s scenario, customer is the king because he has got
various choices around him. If you are not capable of providing
him the desired result he will definitely switch over to the other
provider. Therefore to survive in this cutthroat competition, you
need to be the best. Customer is no more loyal in today’s
scenario, so you need to be always on your toes.
CONCLUSION
? Soft drinks is basically a impulse product as
we do not plan our purchase beforehand, it
is just how the customer gets attracted on
seeing it.
? The product not only should be on top of
mind of the customer but also should be
able to reach it easily
? There is a heavy competition between
COKE and PEPSI so they need to do
something outstanding every time.
THANK YOU…
doc_100129173.pptx
SOFTDRINKS FOR THE COCA-COLA
COMPANY
GUIDED BY:
DR.P.RAJA
PRESENTED BY
R.VASANTHA RAJ
FINAL YEAR MBA
ABSTRACT
? To study the consumer preferences towards the
products and to study the Market Potential of COCA
COLA
? Consumer preference is a complex phenomenon
and preferences keep changing , so the company
needs to be in track of the changing likes and tastes
of the consumer.
? The study starts with determining the major players
in the soft drinks, their overall consumption pattern
among the people and ends up with the conclusion
as per the state of mind of the average rational
human being.
INTRODUCTION
The research is based on some underlying
parameters like:
? Changing consumption pattern
? Changing income levels
? Advertisements
? Taste
? Status consciousness
? Varying lifestyle
OBJECTIVES
Primary Objective
? To study the consumers preferences for Coca Cola.
Secondary Objectives
? To understand the attitude of the consumer towards
Coca Cola
? To analyse the various factors affecting consumer
preference
? To understand the changing consumer likes and
tastes
SCOPE OF STUDY
? This study basically tries to discover the current
position of Coca-cola in the market. It also tries to
discover the preferences of the customers when
posed with a choice between Coca-Cola and Pepsi. It
is primarily directed to the general public but was
done only in Ambattur.
? So this study can be used as a tool to understand
the position of Coca Cola in the minds of the
consumer. This will be of great use to the company
to be in track with the consumers.
RESEARCH METHODOLOGY
Type of Research :
Descriptive research
Sampling technique : Simple Random Sampling
Sample Size
: 100
Samplings Areas
: Ambattur
Primary Data
: Responses through
questionnaires.
Conducted personal
interviews with
the respondents.
? Secondary Data
: Websites. News papers
? Statistical tools like Percentage Method, Correlation
analysis , Weighted Average Method were used.
?
?
?
?
?
LIMITATIONS
? Some of the respondents refused to fill the
questionnaires.
? The people were busy in their own work so they
might not have given actual responses..
? Limitation of time.
? The survey is conducted in the area of Ambattur
hence the results may vary in other parts of the
cities.
? Small sample size.
? The findings are based on the survey conducted in
the month of March and April the results may vary
in other month as it is a seasonal product.
FINDINGS
? Likeness towards the product is high when it is
served chilled
? The respondents are neutrally satisfied with the
product
? The likeliness of product towards product range is
neutral
? The likeliness of product towards advertisement is
high
? There is a high positive correlation between
SUGGESTIONS
? Perform a detail demand survey at regular interval to
know about the unique needs and requirements of
the consumer.
? The company should focus to bring some more
flavors and variety of schemes rather then bring
second and repeat same old one. It is always better
to be first than being better.
? The company must be aware of and keep at least the
latest knowledge of its primary competitors in market
and try to make a perfect anticipated efforts to meet
the same.
SUGGESTIONS
? The company should be always in a position to
receive continuous feedback and suggestions
from its customers /consumers and from the
market and try to solve it without any delay to
establish its own good credibility.
? The visibility of any product plays an important
role in making the customer, aware about it and
is vital for the growth and development of any
product.
? It is important to make the customers believe
that the product is highly reliable by providing
quality product and service
CONCLUSION
?Coke is most popular amongst its users mainly because of its
taste, brand name, innovativeness . But most of the consumers
prefer thumsup as their 1st preference, then coke.
? visibility affects the sales of project in a very special way. And
in terms of the advertisements lays is lacking behind mostly
consumers remember the advertisement because of the
frequency of advertisement and brand ambassadors, creativity.
?In today’s scenario, customer is the king because he has got
various choices around him. If you are not capable of providing
him the desired result he will definitely switch over to the other
provider. Therefore to survive in this cutthroat competition, you
need to be the best. Customer is no more loyal in today’s
scenario, so you need to be always on your toes.
CONCLUSION
? Soft drinks is basically a impulse product as
we do not plan our purchase beforehand, it
is just how the customer gets attracted on
seeing it.
? The product not only should be on top of
mind of the customer but also should be
able to reach it easily
? There is a heavy competition between
COKE and PEPSI so they need to do
something outstanding every time.
THANK YOU…
doc_100129173.pptx