Description
Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the total volume if the drink is to be considered non-alcoholic.
1. INTRODUCTION
Whenever a consumer is asked to express his views about whether he likes or Dislikes a product or service an advertising theme or a particular retailer he is being asked to express his attitude about it. In such a study a wide range of critical marketing strategy questions will arise. Consumer research is commonly undertaken to ascertain the likelihood that consumers will accept the proposed new product idea, to gauge why firm’s.
Target audience has not reacted more favorably to its revised promotional theme or to learn how target consumers are likely to react to a proposed change in the firm’s packaging and labeling.
It is not surprising that consumer has received to much attention in marketing management especially in consumer behavior. In fact the topic of consumer behavior has been the most impartment subject in the field of consumer behavior. Consumer research forms the basis for developing new products repositioning existing products creating advertising campaigns and predicting brand preference along with general purchase behavior. To a marketer it is very important to understand how consumers are changing and how they influence the consumers so that marketing programmers can succeed.
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1.1 CONSUMER BEHAVIOR
Consumer behavior is helpful in under standing the purchase behavior and preference of different consumers. As consumers we differ in terms of sex, age, education, occupation, income, family setup, religion, Nationality and social status. Because of this different background factors we have different needs and we only buy those products and services, which we think, which will satisfy our needs. In today’s world of rapid changing technology consumer’s tastes are also characterized by fast changes. To survive in the market a firm has to be constantly innovating and understand the latest consumer trends and tastes. Consumer behavior provides invaluable clues and guidelines to marketers on new technological frontiers, which they should explore. 1.1.1 A MODEL OF CONSUMER BEHAVIOR A Consumer’s decision to purchase a particular product or service is the result of complex interplay of a number of variables. The starting point of the decision process is providing by the companies marketing stimuli in the shape of the product, promotion, price and distribution strategy. Consumers after purchase new products that are associated with a favorable viewed brand name.
Their favorable attitude towards the brand name originally a neutral stimuli, may be the result of repeated satisfaction with other products produced by the same company at the time of receiving the marketing stimuli. The consumer already has a certain mental, emotional and psychological frame of mind developed over years by his cultural, religious, social, family and psychological background. For instance you are on your way to home from office a long , tiring day. On the way you see a hoarding for a cola drink which
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promises to be cool, refreshing and tasteful. This hoarding provides you a stimuli for stop at the nearest cool drink shop and drink which promises to be cool, refreshing and tasteful. This hoarding provides you stimuli to stop at the nearest cool drink shop and drink a cola. All the brands (THUMPS UP, COCACOLA, PEPSI) are available at the shop at a certain price. You can recall some association with each of the three brands from the advertisement you have seen on television, cutouts and magazines, hoardings. You buy a particular brand of cola and consume it. The hoarding provided the inetial stimuli for this purchase and consumption. This was for the backed up by other stimuli such has product display in the shop, watching other consumers buy a particular brand, any point of purchase, promotional material earlier satisfaction with a given brand etc.,
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1.2 NEED FOR THE STUDY (OR) PROBLEM SETTING
These are some of the questions that of perennial interest to the marketing man. Because it is around the questions that the products and promotions strategies of the marketing man ultimately revolve. In all these marketing strategies and plans he makes assumptions as to how the buyer would behave and respond to his marketing programs. Knowledge of the buyer and his motives and buying habits, it thus a fundamental necessity for the marketing man.
Due to entry of various brands into soft drink industry there exists severe cut through competition. All organizations are coming out with new promotional tools with attracting features, which has a severe impact on sales.
In order retain and capture the markets the company wanted to study the impact of consumer promotion and trade promotional soft drink industry and to suggest suitable improvement in the present promotional activities and to identify the feature expectation of customers, in order to tap new business opportunities.
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1.3 OBJECTIVES OF THE STUDY
? A survey to find out the consumer behavior in relation to the soft drinks. ? To identify which companies soft drink is preferred by consumer ? To identify effective advertising sources. ? To identify which package is preferred by consumers. ? To evaluate the brand preference and its consumption at different age levels. ? To identify customer prefer brand. ? To identify customer prefer to quality.
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2.1 INDUSTRY PROFILE
The soft drink industry is known to be one of the emerging business fields. The soft drink industry is a competitive industry. At the same time it is one of the volatile industries too. The soft drink business is mainly dependent on the quality of glass. The company possesses the number of soft drinks industries is growing dayby-day as it is one of the high demand industries. The soft drink industries use the most aggressive marketing strategy. Initially thumps up, Gold spot, Maaza, Citra, Torino were the major player in the Indian market. After globalization and liberalization in India the soft drink giant coca-cola come in to the Indian market. But with in few years it was asked to leave India. Which played a path to the major rival Pepsi to the potential market. As soon as Pepsi entered coca-cola reentered the Indian market with splashing marketing strategies. Though Pepsi had a huge share in Indian market slowly coca-cola captured the market share with its effective campaigns and marketing efforts.
Coca-colas marketing problem in India went beyond the normal four p’s of operating the marketing effectively. To enter India coca-cola’s faced a six p’s marketing problem with politics and public opinion. Winning over these attributes and capturing the market is tougher for a company. Coca-cola the giant in soft drinks all over the world, captured Indian market with its effective marketing tools and vigorous advertising campaigns.
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Though marketing and advertising campaigns are essential sales promotional are effective tools for promoting a product. Sales promotion should be operated both for consumers and traders for effective sales. To have efficient promotion tools the impact of sales promotional schemes operated should be studied, for which the study is intended.
Every multinational company is under greater security and critics abound which should be tacked and won.
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2.2 COMPANY PROFILE
HISTORY: 2.2.1 BIRTH OF REFRESHING IDEA John styth pemberton first introduced the refreshing taste of cocacola in Atlanta, Georgia. It was May of 1886 when the pharmacist concocted a caramil-coloured syrup in a three legged brass kettle in his backyard. He first distributed the new product by carrying coca-cola in a jug down the street to Jacobs pharmacy. For five cents consumers had the pleasure of a glass of cocacola at the soda fountain. Whether by design or an accident carbonated water was teamed with the new syrup producing a drink that was proclaimed “delicious and refreshing”. Dr. pemberton’s and bookkeeper frank m. Robinson suggested the name and penned coca-cola in the unique flowing script that is famous worldwide today. Mr. Robinson thought that the two c’s would look well in advertising. In 1886 sales of coca-cola averaged nine drinks per day. That first year, Dr.Pembarton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been distinctive co lour , associated with a No.1 Soft drink brand ever since. For his efforts, Dr. Pembarton grossed $50 and spent $73.36 on advertising. By 1891 Atlanta entrepreneur as a G.Candler had acquired complete owner ship of the Cica-coca within four years his machining flair helped expand consumption of the Coca-cola to every stage and territory in 1990. The Cocacola company was sold to a group of investors for $25 million. Robert W.Woodesuff became president of he Coca-cola company in 1923, and his
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more that six decades of leadership took the business to unrivaled heights of commercial success, making Coca-cola an institution the world over.
2.2.2 COCA-COLA FIRST BOTTLED: Coca-cola began as a fountain product, but candy merchant Joseph A.Biedenharn of Mississippi was looking for to serve this refreshing beverage at picnics. He responded to this demand and began offering bottled Coca-cola, using syrup shipped from Atlanta, during an especially Buy summer in 1894.
In 1899, large scale bottling became possible when ASA Candler granted exclusive bottling fights to Joseph B.whitehead and Benjamin F.Thomas of Chattanooga, Tennessee. The contract marked the beginning of the Coca-Cola company’s unique independent bottling system that remain the foundation of company soft drink operations. Back then, soda bottles were all very familiar with Coca-cola being the premium product, other companies were offer tempted to sell their product as Coca-cola. The answer to this dilemma was a distinct bottle for Coca-cola, and the Root Glass Company developed pale green bottle with a famous shape in 1915. 2.2.3 THE BOTTLING SYSTEM: Today, Coca-cola product reaches consumers and consumers throughout world through a large distribution network made up of local bottling company’s. These bottlers are located around the world, and most are independent business. Bottling companies, pack, market and distribute products using
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thousands of delivery trucks and routes, more that one million rending machines and more than two million retail location. The coca-cola company is committed to assisting its bottlers if the functioning of an efficient bottling operation. Quality control testing and inspection procedures are necessary to produce high quality soft drinks and are monitored constantly by the company. 2.2.4 TRADE MARKS: The trademark is the most valuable asset. The trademark Coca-cola was registered if the U.S patent and trademark office in 1893 followed by coke in 1945. The unique contour bottled familiar to consumers everywhere was granted registration as a trademark by the U.S patent and trademark office in 1977, and honors awarded to few other packages in 1982, the Coca-cola company introduced diet coke to U.S consumers marking the first extension of the companies most precious trademark to another product. Later years saw the introduction of additional products bearing the Coca-cola name and the world’s most famous trademark now accompanies a powerful line eight Cocacola products. Today’s Coca-cola is the world’s best-known and most admired trademark recognized by 94% of the world’s population. 2.2.5 PRODUCT ADVERTISEMENT: In 1985 a new cola emerged from laboratory research. Though internal evaluations and thousands blind taste test, consumers said they preferred it over both Coca-cola and its primary competition. As a result in April 1985, the company proudly introduced the new taste of coke the first change in the secret formula since the product was created in 1886. The lunch of coke with the new taste took place in the united state and Canada.
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While the initial response the new taste confirmed the company’s marketing research, many consumers told the company they also wanted an option. The company listened in July 1885, the formula of Coca-cola returned as Coca-cola classic. In 1986 Coca-cola classic became and still remains the nation’s top selling soft drink.
2.3 PRODUCT PROFILE
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2.3.1 SOFT DRINK PRODUCTS: The Coca-Cola Company strives to meet the changing desires of consumers by introducing new members to its family of products complementing Coca-cola classic the number one selling US soft drink the company’s soft drinks in the united state also include. DITE COKE The nations top selling one-calorie soft drink and the third best selling soft drink of any kind.
CHERRY COKE: A modernized soda fountain favorite rolled out in 1985 and reformulated in 1991 with a new fountain style taste and diet, cherry coke introduction in 1996. SPRITE: The world’s best selling lemon lime soft drink, added to the family in 1961, and diet sprite introduced in 1974, both with the distinctive lemon taste. FANTA BRANDS: First developed in 1941 in Germany produced and sold by Naples, an Italian bottle in 1955. Among other company products are fresco, Nordic mist, melloyello power Ade. TAB clear, Mr. Pibb and Rambline Root beer. A variety of other products are also marketed internationally.
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2.3.2 ADVERTISING: Advertising has played an important role in the success of its products since its first newspaper ad in 1886 that read “Coco-Cola Delicious, Refreshing, exhilarating, Invigorating”. Advertising is key in implementing a strategy over one hundred years old-to triggers desire as often and in a many ways as possible. Throughout the years the slogans have been memorable ones. Highlights include. ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? 1929 1936 1942 1944 1959 1963 1969 1971 1976 1982 1986 1989 1990 1993 1998 2003 “The pause that refreshers” “ It is the refreshing thing to do” “ It is the real thing” “ Global high sign” “ Be really refreshed” “ Things go better with coke” “ It is the real thing” “ I do like to buy the world a coke” “ Coke adds life” “ Coke is its” “ Red, White and you” “ Can’t beat the real thing” “Can’t beat the real thing” “ Always coca-cola” “ Enjoy coca-cola” “Life hot aisi” The timeless appeal of Coca-Cola is evident in thousands of advertising images spanning more than a century of creativity. These images have made Coca-Cola a part of everyday life. Fresh, creativity and tasteful they have set a high standard of quality for other products
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in the world. Today’s as always the images deliver on honest message about the simple pleasure of Coca-Cola. 2.3.3 COCA-COLA IN INDIA The return of Coca-Cola to India was introduced on October 24,1993 at the first plant to produce coke in India since1997. the company has formed a strategic alliance with parle Exports Ltd. Planning a 120 millions joint ventures with parle to invest in bottling opportunities for the Coca-Cola system. Later Coca-Cola has got over the Indian products of the parle group, gold spot, limca and thumps up. At present in India the following brands are available in Coca-Cola products. • • • • • • COCA-COLA FANTA THUMPS UP LIMCA SPRITE MAAZA
3.1 RESEARCH METHODOLOGY
Research is growing need in any organization of the present world. It is helpful in identifying the customer needs and wants so as to lunch a product or
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to bring about improvements in the existing products. Thi9s is done to gain competitive edge over others. Success of the research depends upon the methodology adopted. The study was based on descriptive research. The research methodology deals with the research design, data collection, sampling methods, fieldwork, and the analysis and interpretation of research work.
3.2 RESEARCH PROBLEM Hindustan Coca-Cola Beverages Pvt. Ltd., wanted a feed back of the following from the customers. 1. 2. The most prefer brand in soft drink. The satisfaction of level on various attributes of Coca-Cola products. 3.3 SOURCE OF DATA Primary data and secondary data were utilized for the purpose of the study by the researcher. Structured questionnaire have been used as the major tool for primary data collection. Both direct and indirect as well as open and closed end questions were included to get in insight into physical needs, attitudes level of the respondents. The secondary data was collected from magazines, newspapers, journals etc.
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3.4 SAMPLING DESIGN It is the procedure or process of selecting a sample from the population. 3.4.1 POPULATION
Guntur people are using various brands of soft drinks. The survey was conducted in Guntur town.
3.4.2 SAMPLING UNIT The study was conducted among the consumers using soft drinks in guntur. 3.4.3 SAMPLE SIZE Considering the nature and extent of the study and with the time constraint the sample size of 200 consumers was selected. 3.5 STATISTICAL TOOLS It is using chi-square test, percentage method and ANOVA test. . 3.5.1 CHI-SQUARE TEST The chi-square test is an important among the several tests of significance developed by statistics. Chi-square symbolically written by ?2 , is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. It is a non-parametric test, it can be used to determine if categorical data shows dependency or two classifications are independent. It can also be used to make comparison between theoretical
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population and actual data when categories are used. thus the chi-square is applicable in the large number of problems
3.5.2 ANOVA
The technique of analysis of variance is referred to as ANOVA. A table showing the source of variance, sum of squares, degree of freedom, mean square(variance) and the formula for the F-ratio is known as ANOVA TABLE.. The analysis of variance is mainly carried on under the following two assumptions. • • One way analysis Two way analysis
TWO WAY ANOVA
In the manifold classifications we consider two or more characteristics or attributes. The table dealing with data on such grouping has a columns or rows. The analysis in that case will get extended to include the sum of squares between rows. The sample of ANOVA table is given below:
3.5.3 GRAPHS PIE CHART
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The ‘Pie’ graph represents the data values as the sections of a circle. It shows the percentage of each data value of total of all the values.
BAR GRAPH The ‘Bar’ graph represents the values as series of Bars. The height of the bar is proportional to the magnitude of the data
3.6 LIMITATIONS
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o
Since the study is Limited to a period of time 10-02-05 to 22-04-05. The information given by the respondents may be biased.
o
o
Due to time constraint the sample size was restricted to 200 only.
o
Respondents in many cases were unable to rate various aspects and responses were based on each person’s way of thinking.
TABLE- 4.1
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TABLE SHOWING GENDER DETAILS OF THE RESPONDENTS
GENDER MALE FEMALE TOTAL
NO.OF RESPONDENTS 143 57 200
PERCENTAGE 89.5 10.5 100
SOURCE: Primary data From the above table indicates that 89.5% of the respondents are male and 10.5% of the respondents are females. The above fact is confirmed by the diagram
DIAGRAM- 4.1
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GENDER DETAILS OF THE RESPONDENTS
10.5
MALE FEMALE
89.5
TABLE- 4.2
TABLE SHOWING OCCUPATION DETAILS OF THE RESPONDENTS
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OCCUPATION BUSINESS EMPLOYEE STUDENT OTHERS TOTAL
NO.OF RESPONDENTS 45 45 96 14 200
PERCENTAGE 22.5 22.5 48 7 100
SOURCE: Primary data From the above table it is clear that 48% of the respondents are the student, 22.5%of each business and employees. The above fact is confirmed by the diagram.
DIAGRAM- 4.2
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OCCUPATION DETAILS OF THE RESPONDENTS
60
PERCENTAGE
50 40 30 20 10 0 BUSINESS EMPLOYEE 22.5 22.5
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7
STUDENT
OTHERS
OCCUPATION
TABLE- 4.3
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CONSUMPTION PATTERN OF RESPONDENTS
CATEGIRY YES NO TOTAL
NO.OF RESPONDENTS 179 21 200
PERCENTAGE 89.5 10.5 100
SOURCE: Primary data From the above table it is found that 89.5% of the respondents are consuming soft drinks and 10.5%of the respondents are not consuming the soft drinks. The above fact is confirmed by the diagram
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DIAGRAM- 4.3
CONSUMPTION PATTERNOF RESPONDENTS
10.5
YES NO
89.5
TABLE- 4.4
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RESPONDENTS CONSUMING COCA-COLA PRODUCTS
BRAND NAME COCA-COLA PEPSI THUMPS UP 7up TOTAL
NO.OF RESPONDENTS 45 43 62 50 200
PERCENTAGE 22.5 21.5 31 25 100
SOURCE: Primary data From the above table it is clear that 31%of the respondents are consuming thumps up, 25% are 7up, 22.5% are coca-cola and 21.5% of the respondents are consuming Pepsi. The above fact is confirmed by the diagram
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DIAGRAM-4.4
RESPONDENTS CONSUMING COCA-COLA PRODUCTS
35
31
30
25
25 22.5 21.5
PERCENTAGE
20
15
10
5
0
COCA-COLA
PEPSI
THUMPS UP
7up
BRAND NAME
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TABLE-4.5
TABLE SHOWING CHOICE OF CONSUMING A SOFT DRINK
CHOICE SNACKS FOOD GENERALLY OTHERS TOTAL
NO.OF RESPONDENTS 34 23 133 10 200
PERCENTAGE 17 11.5 66.5 5 100
SOURCE: Primary data From the above table it is clear that 66.5%of the respondents are taken soft drinks with generally, 17% are snacks, and 11.5% of the respondents are taken soft drinks with food. The above fact is confirmed by the diagram
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DIAGRAM-4.5
CHOICE OF CONSUMING A SOFT DRINK
70
66.5
60
50
PERCENTAGE
40
30
17
20
11.5
10
5
0
SNACKS
FOOD
GENERALLY
OTHERS
CHOICE
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TABLE-4.6
TABLE SHOWING TIMING OF CONSUMING A SOFT DRINK
TIMING MORNING AFTERNOON EVENING OTHERS TOTAL
NO.OF RESPONDENTS 21 17 158 4 200
PERCENTAGE 10.5 8.5 79 2 100
SOURCE: Primary data From the above table it is clear that 79% of the respondents are having soft drinks in the evening, 10.5% are morning and 8.5%of the respondents are having soft drinks in the afternoon. The above fact is confirmed by the diagram
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DIAGRAM-4.6
TIMING OF CONSUME A SOFT DRINK
90 80 70 60 50 40 30 20 10.5 10 0 MORNING AFTERNOON EVENING OTHERS 8.5 2 79
PERCENTAGE
TIMING
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TABLE-4.7 TABLE SHOWING WITH WHOM DO YOU HAVING A SOFT DRINK
CATEGIRY FAMILY FRIENDS OTHERS LONELY TOTAL
NO.OF RESPONDENTS 63 102 25 10 200
PERCENTAGE 31.5 51 12.5 5 100
SOURCE: Primary data From the above table 51% of the respondents are like to have a drink their friends, 31.5% are families and 5%of the respondents are like to have a drink lonely. The above fact is confirmed by the diagram
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DIAGRAM-4.7
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WITH WHOM DO YOU HAVE A SOFT DRINK
60 51 50
PERCENTAGE
40 31.5 30 20 12.5 10 0 FAMILY FRIENDS OTHERS LONELY 5
CATEGIRY
TABLE-4.8 TABLE SHOWING NUMBER OF TIMES IN A DAY CONSUMERS CONSUME ASOFT DRINK
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NUMBER OF TIMES ONCE TWICE THRICE MORE THAN 3 TIMES TOTAL
NO.OF RESPONDENTS 126 35 28 11 200
PERCENTAGE 63 17.5 14 5.5 100
SOURCE: Primary data From the above table 63% of the respondents are having a soft drink once in a day, 17.5% are twice in a day, 14% are thrice in a day and 11% of the respondents are having a soft drink more than 3 times in a day. The above fact is confirmed by the diagram
DIAGRAM-4.8
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NUMBER OF TIMES IN A DAY CONSUMERS CONSUME ASOFT DRINK
70 60 63
PERCENTAGE
50 40 30 20 10 0 ONCE TWICE THRICE MORE THAN 3 TIMES 17.5 14 5.5
NUMBER OF TIMES
TABLE-4.9
OUTLET PREFERED BY RESPONDENTS
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CATEGIRY GENERAL STORES BAKERY SHOP HOTELS TOTAL
NO.OF RESPONDENTS 40 65 69 26 200
PERCENTAGE 20 32.5 34.5 13 100
SOURCE: Primary data From the above table it is clear that 34.5% 0f the respondents are preferred shops, 32.55 are bakery, 20% are general stores and 13%of the respondents are preferred hotels. The above fact is confirmed by the diagram
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DIAGRAM-4.9
OUTLETS PREFERED BY RESPONDENTS 40 35 30 PERCENTAGE 25 20 15 10 5 0 GENERAL STORES BAKERY SHOP HOTELS 20 32.5 34.5
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CATEGIRY
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TABLE-4.10
TABLE SHOWING PACKAGE PREFERENCE BY RESPONDENTS PACKAGE 200ml 300ml 1 Ltr MORE THAN 1 Ltr TOTAL NO.OF RESPONDENTS 124 50 9 17 200 PERCENTAGE 62 25 4.5 8.5 100
SOURCE: Primary data From the above table 62% of the respondents are preferred by 200ml package, 25% are 300ml, 8.5% are more than 1 ltr and 4.5%of the respondents are preferred by 1 ltr packing. The above fact is confirmed by the diagram
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DIAGRAM-4.10
PACKAGE PREFERENCE BY RESPONDENTS 70 62 60 50 PERCENTAGE 40 30 20 10 0 200ml 300ml PACKAGE 1 Ltr MORE THAN 1 Ltr 8.5 4.5 25
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TABLE-4.11 TABLE SHOWING ADVERTISING RECALL TEST
CATEGIRY YES NO TOTAL
NO.OF RESPONDENTS 189 11 200
PERCENTAGE 94.5 5.5 100
SOURCE: Primary data From the above table indicates to 189% of the respondents are known the soft drink advertisement. The above fact is confirmed by the diagram
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DIAGRAM-4.11
ADVERTISEMENT RECALL TEST
6%
YES NO
94%
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TABLE-4.12 TABLE SHOWING MEDIA PREFERENCE BY RESPONDENTS
MEDIA TELEVISION NEWSPAPER POSTERS HOARDING OTHER TOTAL
NO.OF RESPONDENTS 150 20 8 10 12 200
PERCENTAGE 75 10 4 5 6 100
SOURCE: Primary data From the above table it is found that 75% of the respondents are giving media preference to the T.V., 10% are newspapers, 5%are hoardings and 4% of the respondents are giving media preference to the posters. The above fact is confirmed by the diagram
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DIAGRAM-4.12
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MEDIA PREFERENCE BY RESPONDENTS 80 70 60 PERCENTAGE 50 40 30 20 10 0 TELEVISION NEWSPAPER POSTERS MEDIA HOARDING OTHER 10 4 5 6 75
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TABLE-4.13 TABLE SHOWING BETTERMENT DETAILS FOR COKE PRODUCTS IMPROVEMENTS COLOUR PRICE BOTTLE SHAPE QUALITY OTHERS TOTAL NO.OF RESPONDENTS 11 53 30 95 11 200 PERCENTAGE 5.5 26.5 15 47.5 5.5 100
SOURCE: Primary data From the above table it is clear that 47.5% of the respondents are told improvement in quality, 26.5% in price, 15% in bottle shape, 5.5% in co lour and 5% of the respondents are told improvement in other than these. The above fact is confirmed by the diagram
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DIAGRAM-4.13
BETTERMENT DETAILS FOR COKE PRODUCTS
50 45 40 35 30 25 20 15 10 5 0 COLOUR PRICE BOTTLE SHAPE QUALITY OTHERS 5.5 15 5.5 26.5 47.5
PERCENTAGE
ATTRIBUTES
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HYPOTHESIS TESTING CHI-SQUARE TEST The chi-square test is an important among the several tests of significance developed by statistics. Chi-square symbolically written by ?2 , is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. It is a non-parametric test, it can be used to determine if categorical data shows dependency or two classifications are independent. It can also be used to make comparison between theoretical population and actual data when categories are used. thus the chi-square is applicable in the large number of problems. STEPS INVOLUED IN CHI-SQUARE TEST 1.First of all calculate the expected frequency on the basis of given hypothesis or on the basis of null hypothesis. Expected frequency = [(Row total) x (column total) /grand Total] 2. Obtain the difference between the observed and expected frequencies and find out the square of such differences i.e., calculate (O ij – Eij ) 3. After that calculate the corresponding expected frequency to get (O ij – Eij )2 / Eij. 4.Find the summation of (Oij – Eij )2 / Eij. Values or what the cell ? (Oij – Eij )2 / Eij. This is ?2 value.
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The ?2
value obtained as such should compared with relevant table
value of ?2 and then inference be draw as stated below. TO FIND OUT RELATION BETWEEN MEDIA & RESPONDENTS CHI-SQUARE TEST: MEDIA TELEVISION NEWSPAPER POSTERS HOARDING OTHER TOTAL NO.OF RESPONDENTS 150 20 8 10 12 200 PERCENTAGE 75 10 4 5 6 100
Solution: respondents. H0: There is no significant difference between media and (O-E) 110 -20 -32 -30 -28 (O-E)2 12100 400 1024 900 784 (O-E)2/E 302.5 10 25.6 22.5 19.5 _____ 380.2
Observed Expected frequency (O) frequency (E) 150 40 20 8 10 12 40 40 40 40
Expected frequency = total frequency/no. of medias
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= 200/5 ?2 = (O-E)2/E = 40
= 380.2 ? 380 Level of significance is 5% Degrees of freedom (n-1) = 5-1 =4 The tabulated value of ?2 at ? = 0.05 and four degrees of freedom is ?20.05 = 9.488 Since calculated value ?2 = 380 > tabulated value ?2 = 9.488 ? The null hypothesis H0 is rejected. There is significant difference between media and respondents.
ANOVA
The technique of analysis of variance is referred to as ANOVA. A table showing the source of variance, sum of squares, degree of freedom, mean square(variance) and the formula for the F-ratio is known as ANOVA TABLE.. The analysis of variance is mainly carried on under the following two assumptions. • • One way analysis Two way analysis
TWO WAY ANOVA
In the manifold classifications we consider two or more characteristics or attributes. The table dealing with data on such grouping has a columns or
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rows. The analysis in that case will get extended to include the sum of squares between rows. The sample of ANOVA table is given below:
SOURCE OF VARIATION
BETWEEN COLUMNS BETWEEN ROWS ERROR
SUM OF SQUARES
DEGREE OF FREEDOM
VARIANCE RATIO SSC MSC = MSC C-1 SSR MSE MSR = MSR R-1 SSE MSE = F1 = F0
SSC
C-1
SSR
R-1
SSE
(C-1)(R-1)
= MSC (R-1)(C-1)
Here SSR = Sum of squares of rows SSC = Sum of squares of columns SSE = Sum of squares of errors
Better ments Occupation Business Employee 4 Students Others 1 2 2 6 3 14 20 10 59 3 96 3 3 15 16 10 8 14 16 3 2 45 45 Co lour Price Bottle shape Quality Others Total
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Total
11
53
30
95
11
200
H0=There is no significance difference in the betterment of the five characteristics and H 1= There is significance difference in the occupation with regard to betterments. Y1=45, y2=45, y3=96, y4=14, X1=11, x2=53, x3=30, x4=95, x5=11 Y=2oo, R=4, C=5 Y2 a) C.F (or) Q1 = R*C (200) 2 = 4* 5
= 2000 b) Sum of squares due to occupation: Q2= y12+y22+y32+y42 R = (45)2 +(45)2 +(96)2 +(14)2 4 Q2 = 1365.5 Degree of Freedom = 4-1 = 3 2) Sum of squares due to betterments: X12+ X22+ X32+ X42+ X52 Q3 = C -Q1 - 2000 - Q1
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=
(11)2 +(53)2 +(30)2 +(95)2+(11)2 5
- 2000
Q3 = 595.2 Degree of Freedom = 5-1 = 4 3) TSS = (3)2 +(15)2 + (10)2 +(14)2 +(3)2 +(3)2 +(16)2 +(8)2 +(16)2 +(2)2 +(4)2 +(20)2 +(10)2 +(59)2 +(3)2 +(1)2 +(2)2 +(2)2 +(6)2 +(3)2 - 2000 = 3188 Degree of Freedom = R*C-1 = 20-1 =19 ESS = TSS- Q2- Q3 = 3188 –1365.5- 595.2 = 1227.3 Degree of Freedom = (R-1) * (C-1) = 12
ANOVA TABLE
Source of Degree Sum of variation of Squares MSS freedom 1365.5 Occupation 3 1365.5 =455.17 3 595.2 Betterments 4 595.2 = 148.8 4 1227.3 Error 12 1227.3 102.28 12 Total 19 3188
F Ratio F Cal 455.17 =4.45 102.28 148.8 =1.45 102.28 F Tab 3.26 3.49
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From the table F (calculated value) (4.45) is greater than the F (Table value) (3.26) at the specified level of significance for appropriate (3,12) degree of freedom. So we reject the hypothesis There is significance difference in the betterment of the five characteristics F (calculated value) (1.45) is less than the F (Table value) (3.49) at the specified level of significance for appropriate (4,12) degree of freedom. So we accepted null hypotheses. There is no significance difference in the occupation with regard to betterments.
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5.FINDINGS
?
Majority of the respondents (90%) consuming soft drinks are male. 48% of students and 22.5% of business and employee using coca-cola products. 90% of the consumers are consuming soft drinks. 31% of the consumers of coke products consume thumps up brand. 66.5% of the respondents consume soft drinks on general occasion and 51% consumes with friends. 79% of the respondents are consuming soft drinks in the evening. 47.5% of the respondents are giving preference to the quality. 63% of the respondents are consuming soft drinks one time for a day. 34.5% of the respondents were consuming soft drinks through shops and 32.5% are through bakeries. 62% of the respondents preferred to have200 ml package when compared to other packages. 75% of the respondents are known to the about the coke advertisements in television.
?
? ?
?
? ? ?
?
?
?
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6. POLICY RECOMMENDATIONS & CONCLUSIONS 6.1 RECOMMENDATIONS
• • The company should try to concentrate more on the brand coca-cola as a consumption of thumps up is good. The company should see that the product is available in the shops properly as they are having the majority of the sales. The company should increase the quality of its product instead of reducing its price. The company should try to increase its sales in 300ml and other quantities as the sales of 200 ml are at brim. The company should try to make a more advertisements in coca-cola products.
• •
•
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6.2 CONCLUSION
The researcher has given some policy recommendations for the benefits of the Coco-cola industry. if the above says recommendation is being considered the company may able to maintain the market is scheme as can company top position in particular in the region.
57
QUESTIONNAIRE
1. 2. 3. 4. 5.
Name: Location: Age: Gender: Occupation a) Business d) Other b) Employee c) Student Male Female Street: ___________ Place: __________
6.
Do you consume soft drink? a) Yes b) No
7.
Which drink you like mostly? a) Coca-Cola d) Thumps up b) Pepsi e) other c) 7up
8.
Which brand do you consume? a) Coca-Cola d) 7up b) Pepsi c) thumps up
9.
When do you take normally? a) Snacks d) Other b) food c) generally
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10. At what time of the day do you consume? a) Morning d) Other 11. With whom do you drink most? a) Friends d) Lonely b) Family c) other b) Afternoon c) Evening
12. How many times in a day? a) Once d) More than 3 times 13. Where do you purchase soft drinks mostly? a) General Stores d) Hotels 14. Which package do you prefer? a) 200 ml d) More than 1 Ltr 15. I) Have you seen any advertisement for soft drink? a) Yes II) If yes where did you see? a) Television d) Hoarding b) newspaper e) Other c) posters b) No b) 300ml c) 1 ltr b) Bakery c) Shop b) twice c) trice
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16. What improvements do you think that are necessary in Coca-Cola products? a) Colour d) Quality b) price e) Other c) bottle shape
17. Please give any suggestion to improve coca-cola products ______________________________________________________________________________
Signature
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BIBLIOGRAPHY
BOOKS:
1. Kothari C.R, “ Research methodology”, Wishva Prakashan (Hyderabad), 2000. 2. Kotler Philip, “Marketing management”, prentice Hall of India private Ltd., 10th Edition 3. Beri G.C, Tata M.C Graw, “Marketing research”, Hill, 3 1996. 4. Schiffman, Kanuk “ Consumer behavior”
rd
Edition,
5. Arora P.N, Arora .S “Statistics for management “, First Edition, 2003
.
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doc_268830336.doc
Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the total volume if the drink is to be considered non-alcoholic.
1. INTRODUCTION
Whenever a consumer is asked to express his views about whether he likes or Dislikes a product or service an advertising theme or a particular retailer he is being asked to express his attitude about it. In such a study a wide range of critical marketing strategy questions will arise. Consumer research is commonly undertaken to ascertain the likelihood that consumers will accept the proposed new product idea, to gauge why firm’s.
Target audience has not reacted more favorably to its revised promotional theme or to learn how target consumers are likely to react to a proposed change in the firm’s packaging and labeling.
It is not surprising that consumer has received to much attention in marketing management especially in consumer behavior. In fact the topic of consumer behavior has been the most impartment subject in the field of consumer behavior. Consumer research forms the basis for developing new products repositioning existing products creating advertising campaigns and predicting brand preference along with general purchase behavior. To a marketer it is very important to understand how consumers are changing and how they influence the consumers so that marketing programmers can succeed.
1
1.1 CONSUMER BEHAVIOR
Consumer behavior is helpful in under standing the purchase behavior and preference of different consumers. As consumers we differ in terms of sex, age, education, occupation, income, family setup, religion, Nationality and social status. Because of this different background factors we have different needs and we only buy those products and services, which we think, which will satisfy our needs. In today’s world of rapid changing technology consumer’s tastes are also characterized by fast changes. To survive in the market a firm has to be constantly innovating and understand the latest consumer trends and tastes. Consumer behavior provides invaluable clues and guidelines to marketers on new technological frontiers, which they should explore. 1.1.1 A MODEL OF CONSUMER BEHAVIOR A Consumer’s decision to purchase a particular product or service is the result of complex interplay of a number of variables. The starting point of the decision process is providing by the companies marketing stimuli in the shape of the product, promotion, price and distribution strategy. Consumers after purchase new products that are associated with a favorable viewed brand name.
Their favorable attitude towards the brand name originally a neutral stimuli, may be the result of repeated satisfaction with other products produced by the same company at the time of receiving the marketing stimuli. The consumer already has a certain mental, emotional and psychological frame of mind developed over years by his cultural, religious, social, family and psychological background. For instance you are on your way to home from office a long , tiring day. On the way you see a hoarding for a cola drink which
2
promises to be cool, refreshing and tasteful. This hoarding provides you a stimuli for stop at the nearest cool drink shop and drink which promises to be cool, refreshing and tasteful. This hoarding provides you stimuli to stop at the nearest cool drink shop and drink a cola. All the brands (THUMPS UP, COCACOLA, PEPSI) are available at the shop at a certain price. You can recall some association with each of the three brands from the advertisement you have seen on television, cutouts and magazines, hoardings. You buy a particular brand of cola and consume it. The hoarding provided the inetial stimuli for this purchase and consumption. This was for the backed up by other stimuli such has product display in the shop, watching other consumers buy a particular brand, any point of purchase, promotional material earlier satisfaction with a given brand etc.,
3
1.2 NEED FOR THE STUDY (OR) PROBLEM SETTING
These are some of the questions that of perennial interest to the marketing man. Because it is around the questions that the products and promotions strategies of the marketing man ultimately revolve. In all these marketing strategies and plans he makes assumptions as to how the buyer would behave and respond to his marketing programs. Knowledge of the buyer and his motives and buying habits, it thus a fundamental necessity for the marketing man.
Due to entry of various brands into soft drink industry there exists severe cut through competition. All organizations are coming out with new promotional tools with attracting features, which has a severe impact on sales.
In order retain and capture the markets the company wanted to study the impact of consumer promotion and trade promotional soft drink industry and to suggest suitable improvement in the present promotional activities and to identify the feature expectation of customers, in order to tap new business opportunities.
4
1.3 OBJECTIVES OF THE STUDY
? A survey to find out the consumer behavior in relation to the soft drinks. ? To identify which companies soft drink is preferred by consumer ? To identify effective advertising sources. ? To identify which package is preferred by consumers. ? To evaluate the brand preference and its consumption at different age levels. ? To identify customer prefer brand. ? To identify customer prefer to quality.
5
2.1 INDUSTRY PROFILE
The soft drink industry is known to be one of the emerging business fields. The soft drink industry is a competitive industry. At the same time it is one of the volatile industries too. The soft drink business is mainly dependent on the quality of glass. The company possesses the number of soft drinks industries is growing dayby-day as it is one of the high demand industries. The soft drink industries use the most aggressive marketing strategy. Initially thumps up, Gold spot, Maaza, Citra, Torino were the major player in the Indian market. After globalization and liberalization in India the soft drink giant coca-cola come in to the Indian market. But with in few years it was asked to leave India. Which played a path to the major rival Pepsi to the potential market. As soon as Pepsi entered coca-cola reentered the Indian market with splashing marketing strategies. Though Pepsi had a huge share in Indian market slowly coca-cola captured the market share with its effective campaigns and marketing efforts.
Coca-colas marketing problem in India went beyond the normal four p’s of operating the marketing effectively. To enter India coca-cola’s faced a six p’s marketing problem with politics and public opinion. Winning over these attributes and capturing the market is tougher for a company. Coca-cola the giant in soft drinks all over the world, captured Indian market with its effective marketing tools and vigorous advertising campaigns.
6
Though marketing and advertising campaigns are essential sales promotional are effective tools for promoting a product. Sales promotion should be operated both for consumers and traders for effective sales. To have efficient promotion tools the impact of sales promotional schemes operated should be studied, for which the study is intended.
Every multinational company is under greater security and critics abound which should be tacked and won.
7
2.2 COMPANY PROFILE
HISTORY: 2.2.1 BIRTH OF REFRESHING IDEA John styth pemberton first introduced the refreshing taste of cocacola in Atlanta, Georgia. It was May of 1886 when the pharmacist concocted a caramil-coloured syrup in a three legged brass kettle in his backyard. He first distributed the new product by carrying coca-cola in a jug down the street to Jacobs pharmacy. For five cents consumers had the pleasure of a glass of cocacola at the soda fountain. Whether by design or an accident carbonated water was teamed with the new syrup producing a drink that was proclaimed “delicious and refreshing”. Dr. pemberton’s and bookkeeper frank m. Robinson suggested the name and penned coca-cola in the unique flowing script that is famous worldwide today. Mr. Robinson thought that the two c’s would look well in advertising. In 1886 sales of coca-cola averaged nine drinks per day. That first year, Dr.Pembarton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been distinctive co lour , associated with a No.1 Soft drink brand ever since. For his efforts, Dr. Pembarton grossed $50 and spent $73.36 on advertising. By 1891 Atlanta entrepreneur as a G.Candler had acquired complete owner ship of the Cica-coca within four years his machining flair helped expand consumption of the Coca-cola to every stage and territory in 1990. The Cocacola company was sold to a group of investors for $25 million. Robert W.Woodesuff became president of he Coca-cola company in 1923, and his
8
more that six decades of leadership took the business to unrivaled heights of commercial success, making Coca-cola an institution the world over.
2.2.2 COCA-COLA FIRST BOTTLED: Coca-cola began as a fountain product, but candy merchant Joseph A.Biedenharn of Mississippi was looking for to serve this refreshing beverage at picnics. He responded to this demand and began offering bottled Coca-cola, using syrup shipped from Atlanta, during an especially Buy summer in 1894.
In 1899, large scale bottling became possible when ASA Candler granted exclusive bottling fights to Joseph B.whitehead and Benjamin F.Thomas of Chattanooga, Tennessee. The contract marked the beginning of the Coca-Cola company’s unique independent bottling system that remain the foundation of company soft drink operations. Back then, soda bottles were all very familiar with Coca-cola being the premium product, other companies were offer tempted to sell their product as Coca-cola. The answer to this dilemma was a distinct bottle for Coca-cola, and the Root Glass Company developed pale green bottle with a famous shape in 1915. 2.2.3 THE BOTTLING SYSTEM: Today, Coca-cola product reaches consumers and consumers throughout world through a large distribution network made up of local bottling company’s. These bottlers are located around the world, and most are independent business. Bottling companies, pack, market and distribute products using
9
thousands of delivery trucks and routes, more that one million rending machines and more than two million retail location. The coca-cola company is committed to assisting its bottlers if the functioning of an efficient bottling operation. Quality control testing and inspection procedures are necessary to produce high quality soft drinks and are monitored constantly by the company. 2.2.4 TRADE MARKS: The trademark is the most valuable asset. The trademark Coca-cola was registered if the U.S patent and trademark office in 1893 followed by coke in 1945. The unique contour bottled familiar to consumers everywhere was granted registration as a trademark by the U.S patent and trademark office in 1977, and honors awarded to few other packages in 1982, the Coca-cola company introduced diet coke to U.S consumers marking the first extension of the companies most precious trademark to another product. Later years saw the introduction of additional products bearing the Coca-cola name and the world’s most famous trademark now accompanies a powerful line eight Cocacola products. Today’s Coca-cola is the world’s best-known and most admired trademark recognized by 94% of the world’s population. 2.2.5 PRODUCT ADVERTISEMENT: In 1985 a new cola emerged from laboratory research. Though internal evaluations and thousands blind taste test, consumers said they preferred it over both Coca-cola and its primary competition. As a result in April 1985, the company proudly introduced the new taste of coke the first change in the secret formula since the product was created in 1886. The lunch of coke with the new taste took place in the united state and Canada.
10
While the initial response the new taste confirmed the company’s marketing research, many consumers told the company they also wanted an option. The company listened in July 1885, the formula of Coca-cola returned as Coca-cola classic. In 1986 Coca-cola classic became and still remains the nation’s top selling soft drink.
2.3 PRODUCT PROFILE
11
2.3.1 SOFT DRINK PRODUCTS: The Coca-Cola Company strives to meet the changing desires of consumers by introducing new members to its family of products complementing Coca-cola classic the number one selling US soft drink the company’s soft drinks in the united state also include. DITE COKE The nations top selling one-calorie soft drink and the third best selling soft drink of any kind.
CHERRY COKE: A modernized soda fountain favorite rolled out in 1985 and reformulated in 1991 with a new fountain style taste and diet, cherry coke introduction in 1996. SPRITE: The world’s best selling lemon lime soft drink, added to the family in 1961, and diet sprite introduced in 1974, both with the distinctive lemon taste. FANTA BRANDS: First developed in 1941 in Germany produced and sold by Naples, an Italian bottle in 1955. Among other company products are fresco, Nordic mist, melloyello power Ade. TAB clear, Mr. Pibb and Rambline Root beer. A variety of other products are also marketed internationally.
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2.3.2 ADVERTISING: Advertising has played an important role in the success of its products since its first newspaper ad in 1886 that read “Coco-Cola Delicious, Refreshing, exhilarating, Invigorating”. Advertising is key in implementing a strategy over one hundred years old-to triggers desire as often and in a many ways as possible. Throughout the years the slogans have been memorable ones. Highlights include. ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? 1929 1936 1942 1944 1959 1963 1969 1971 1976 1982 1986 1989 1990 1993 1998 2003 “The pause that refreshers” “ It is the refreshing thing to do” “ It is the real thing” “ Global high sign” “ Be really refreshed” “ Things go better with coke” “ It is the real thing” “ I do like to buy the world a coke” “ Coke adds life” “ Coke is its” “ Red, White and you” “ Can’t beat the real thing” “Can’t beat the real thing” “ Always coca-cola” “ Enjoy coca-cola” “Life hot aisi” The timeless appeal of Coca-Cola is evident in thousands of advertising images spanning more than a century of creativity. These images have made Coca-Cola a part of everyday life. Fresh, creativity and tasteful they have set a high standard of quality for other products
13
in the world. Today’s as always the images deliver on honest message about the simple pleasure of Coca-Cola. 2.3.3 COCA-COLA IN INDIA The return of Coca-Cola to India was introduced on October 24,1993 at the first plant to produce coke in India since1997. the company has formed a strategic alliance with parle Exports Ltd. Planning a 120 millions joint ventures with parle to invest in bottling opportunities for the Coca-Cola system. Later Coca-Cola has got over the Indian products of the parle group, gold spot, limca and thumps up. At present in India the following brands are available in Coca-Cola products. • • • • • • COCA-COLA FANTA THUMPS UP LIMCA SPRITE MAAZA
3.1 RESEARCH METHODOLOGY
Research is growing need in any organization of the present world. It is helpful in identifying the customer needs and wants so as to lunch a product or
14
to bring about improvements in the existing products. Thi9s is done to gain competitive edge over others. Success of the research depends upon the methodology adopted. The study was based on descriptive research. The research methodology deals with the research design, data collection, sampling methods, fieldwork, and the analysis and interpretation of research work.
3.2 RESEARCH PROBLEM Hindustan Coca-Cola Beverages Pvt. Ltd., wanted a feed back of the following from the customers. 1. 2. The most prefer brand in soft drink. The satisfaction of level on various attributes of Coca-Cola products. 3.3 SOURCE OF DATA Primary data and secondary data were utilized for the purpose of the study by the researcher. Structured questionnaire have been used as the major tool for primary data collection. Both direct and indirect as well as open and closed end questions were included to get in insight into physical needs, attitudes level of the respondents. The secondary data was collected from magazines, newspapers, journals etc.
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3.4 SAMPLING DESIGN It is the procedure or process of selecting a sample from the population. 3.4.1 POPULATION
Guntur people are using various brands of soft drinks. The survey was conducted in Guntur town.
3.4.2 SAMPLING UNIT The study was conducted among the consumers using soft drinks in guntur. 3.4.3 SAMPLE SIZE Considering the nature and extent of the study and with the time constraint the sample size of 200 consumers was selected. 3.5 STATISTICAL TOOLS It is using chi-square test, percentage method and ANOVA test. . 3.5.1 CHI-SQUARE TEST The chi-square test is an important among the several tests of significance developed by statistics. Chi-square symbolically written by ?2 , is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. It is a non-parametric test, it can be used to determine if categorical data shows dependency or two classifications are independent. It can also be used to make comparison between theoretical
16
population and actual data when categories are used. thus the chi-square is applicable in the large number of problems
3.5.2 ANOVA
The technique of analysis of variance is referred to as ANOVA. A table showing the source of variance, sum of squares, degree of freedom, mean square(variance) and the formula for the F-ratio is known as ANOVA TABLE.. The analysis of variance is mainly carried on under the following two assumptions. • • One way analysis Two way analysis
TWO WAY ANOVA
In the manifold classifications we consider two or more characteristics or attributes. The table dealing with data on such grouping has a columns or rows. The analysis in that case will get extended to include the sum of squares between rows. The sample of ANOVA table is given below:
3.5.3 GRAPHS PIE CHART
17
The ‘Pie’ graph represents the data values as the sections of a circle. It shows the percentage of each data value of total of all the values.
BAR GRAPH The ‘Bar’ graph represents the values as series of Bars. The height of the bar is proportional to the magnitude of the data
3.6 LIMITATIONS
18
o
Since the study is Limited to a period of time 10-02-05 to 22-04-05. The information given by the respondents may be biased.
o
o
Due to time constraint the sample size was restricted to 200 only.
o
Respondents in many cases were unable to rate various aspects and responses were based on each person’s way of thinking.
TABLE- 4.1
19
TABLE SHOWING GENDER DETAILS OF THE RESPONDENTS
GENDER MALE FEMALE TOTAL
NO.OF RESPONDENTS 143 57 200
PERCENTAGE 89.5 10.5 100
SOURCE: Primary data From the above table indicates that 89.5% of the respondents are male and 10.5% of the respondents are females. The above fact is confirmed by the diagram
DIAGRAM- 4.1
20
GENDER DETAILS OF THE RESPONDENTS
10.5
MALE FEMALE
89.5
TABLE- 4.2
TABLE SHOWING OCCUPATION DETAILS OF THE RESPONDENTS
21
OCCUPATION BUSINESS EMPLOYEE STUDENT OTHERS TOTAL
NO.OF RESPONDENTS 45 45 96 14 200
PERCENTAGE 22.5 22.5 48 7 100
SOURCE: Primary data From the above table it is clear that 48% of the respondents are the student, 22.5%of each business and employees. The above fact is confirmed by the diagram.
DIAGRAM- 4.2
22
OCCUPATION DETAILS OF THE RESPONDENTS
60
PERCENTAGE
50 40 30 20 10 0 BUSINESS EMPLOYEE 22.5 22.5
48
7
STUDENT
OTHERS
OCCUPATION
TABLE- 4.3
23
CONSUMPTION PATTERN OF RESPONDENTS
CATEGIRY YES NO TOTAL
NO.OF RESPONDENTS 179 21 200
PERCENTAGE 89.5 10.5 100
SOURCE: Primary data From the above table it is found that 89.5% of the respondents are consuming soft drinks and 10.5%of the respondents are not consuming the soft drinks. The above fact is confirmed by the diagram
24
DIAGRAM- 4.3
CONSUMPTION PATTERNOF RESPONDENTS
10.5
YES NO
89.5
TABLE- 4.4
25
RESPONDENTS CONSUMING COCA-COLA PRODUCTS
BRAND NAME COCA-COLA PEPSI THUMPS UP 7up TOTAL
NO.OF RESPONDENTS 45 43 62 50 200
PERCENTAGE 22.5 21.5 31 25 100
SOURCE: Primary data From the above table it is clear that 31%of the respondents are consuming thumps up, 25% are 7up, 22.5% are coca-cola and 21.5% of the respondents are consuming Pepsi. The above fact is confirmed by the diagram
26
DIAGRAM-4.4
RESPONDENTS CONSUMING COCA-COLA PRODUCTS
35
31
30
25
25 22.5 21.5
PERCENTAGE
20
15
10
5
0
COCA-COLA
PEPSI
THUMPS UP
7up
BRAND NAME
27
TABLE-4.5
TABLE SHOWING CHOICE OF CONSUMING A SOFT DRINK
CHOICE SNACKS FOOD GENERALLY OTHERS TOTAL
NO.OF RESPONDENTS 34 23 133 10 200
PERCENTAGE 17 11.5 66.5 5 100
SOURCE: Primary data From the above table it is clear that 66.5%of the respondents are taken soft drinks with generally, 17% are snacks, and 11.5% of the respondents are taken soft drinks with food. The above fact is confirmed by the diagram
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DIAGRAM-4.5
CHOICE OF CONSUMING A SOFT DRINK
70
66.5
60
50
PERCENTAGE
40
30
17
20
11.5
10
5
0
SNACKS
FOOD
GENERALLY
OTHERS
CHOICE
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TABLE-4.6
TABLE SHOWING TIMING OF CONSUMING A SOFT DRINK
TIMING MORNING AFTERNOON EVENING OTHERS TOTAL
NO.OF RESPONDENTS 21 17 158 4 200
PERCENTAGE 10.5 8.5 79 2 100
SOURCE: Primary data From the above table it is clear that 79% of the respondents are having soft drinks in the evening, 10.5% are morning and 8.5%of the respondents are having soft drinks in the afternoon. The above fact is confirmed by the diagram
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DIAGRAM-4.6
TIMING OF CONSUME A SOFT DRINK
90 80 70 60 50 40 30 20 10.5 10 0 MORNING AFTERNOON EVENING OTHERS 8.5 2 79
PERCENTAGE
TIMING
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TABLE-4.7 TABLE SHOWING WITH WHOM DO YOU HAVING A SOFT DRINK
CATEGIRY FAMILY FRIENDS OTHERS LONELY TOTAL
NO.OF RESPONDENTS 63 102 25 10 200
PERCENTAGE 31.5 51 12.5 5 100
SOURCE: Primary data From the above table 51% of the respondents are like to have a drink their friends, 31.5% are families and 5%of the respondents are like to have a drink lonely. The above fact is confirmed by the diagram
32
DIAGRAM-4.7
33
WITH WHOM DO YOU HAVE A SOFT DRINK
60 51 50
PERCENTAGE
40 31.5 30 20 12.5 10 0 FAMILY FRIENDS OTHERS LONELY 5
CATEGIRY
TABLE-4.8 TABLE SHOWING NUMBER OF TIMES IN A DAY CONSUMERS CONSUME ASOFT DRINK
34
NUMBER OF TIMES ONCE TWICE THRICE MORE THAN 3 TIMES TOTAL
NO.OF RESPONDENTS 126 35 28 11 200
PERCENTAGE 63 17.5 14 5.5 100
SOURCE: Primary data From the above table 63% of the respondents are having a soft drink once in a day, 17.5% are twice in a day, 14% are thrice in a day and 11% of the respondents are having a soft drink more than 3 times in a day. The above fact is confirmed by the diagram
DIAGRAM-4.8
35
NUMBER OF TIMES IN A DAY CONSUMERS CONSUME ASOFT DRINK
70 60 63
PERCENTAGE
50 40 30 20 10 0 ONCE TWICE THRICE MORE THAN 3 TIMES 17.5 14 5.5
NUMBER OF TIMES
TABLE-4.9
OUTLET PREFERED BY RESPONDENTS
36
CATEGIRY GENERAL STORES BAKERY SHOP HOTELS TOTAL
NO.OF RESPONDENTS 40 65 69 26 200
PERCENTAGE 20 32.5 34.5 13 100
SOURCE: Primary data From the above table it is clear that 34.5% 0f the respondents are preferred shops, 32.55 are bakery, 20% are general stores and 13%of the respondents are preferred hotels. The above fact is confirmed by the diagram
37
DIAGRAM-4.9
OUTLETS PREFERED BY RESPONDENTS 40 35 30 PERCENTAGE 25 20 15 10 5 0 GENERAL STORES BAKERY SHOP HOTELS 20 32.5 34.5
13
CATEGIRY
38
TABLE-4.10
TABLE SHOWING PACKAGE PREFERENCE BY RESPONDENTS PACKAGE 200ml 300ml 1 Ltr MORE THAN 1 Ltr TOTAL NO.OF RESPONDENTS 124 50 9 17 200 PERCENTAGE 62 25 4.5 8.5 100
SOURCE: Primary data From the above table 62% of the respondents are preferred by 200ml package, 25% are 300ml, 8.5% are more than 1 ltr and 4.5%of the respondents are preferred by 1 ltr packing. The above fact is confirmed by the diagram
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DIAGRAM-4.10
PACKAGE PREFERENCE BY RESPONDENTS 70 62 60 50 PERCENTAGE 40 30 20 10 0 200ml 300ml PACKAGE 1 Ltr MORE THAN 1 Ltr 8.5 4.5 25
40
TABLE-4.11 TABLE SHOWING ADVERTISING RECALL TEST
CATEGIRY YES NO TOTAL
NO.OF RESPONDENTS 189 11 200
PERCENTAGE 94.5 5.5 100
SOURCE: Primary data From the above table indicates to 189% of the respondents are known the soft drink advertisement. The above fact is confirmed by the diagram
41
DIAGRAM-4.11
ADVERTISEMENT RECALL TEST
6%
YES NO
94%
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TABLE-4.12 TABLE SHOWING MEDIA PREFERENCE BY RESPONDENTS
MEDIA TELEVISION NEWSPAPER POSTERS HOARDING OTHER TOTAL
NO.OF RESPONDENTS 150 20 8 10 12 200
PERCENTAGE 75 10 4 5 6 100
SOURCE: Primary data From the above table it is found that 75% of the respondents are giving media preference to the T.V., 10% are newspapers, 5%are hoardings and 4% of the respondents are giving media preference to the posters. The above fact is confirmed by the diagram
43
DIAGRAM-4.12
44
MEDIA PREFERENCE BY RESPONDENTS 80 70 60 PERCENTAGE 50 40 30 20 10 0 TELEVISION NEWSPAPER POSTERS MEDIA HOARDING OTHER 10 4 5 6 75
45
TABLE-4.13 TABLE SHOWING BETTERMENT DETAILS FOR COKE PRODUCTS IMPROVEMENTS COLOUR PRICE BOTTLE SHAPE QUALITY OTHERS TOTAL NO.OF RESPONDENTS 11 53 30 95 11 200 PERCENTAGE 5.5 26.5 15 47.5 5.5 100
SOURCE: Primary data From the above table it is clear that 47.5% of the respondents are told improvement in quality, 26.5% in price, 15% in bottle shape, 5.5% in co lour and 5% of the respondents are told improvement in other than these. The above fact is confirmed by the diagram
46
DIAGRAM-4.13
BETTERMENT DETAILS FOR COKE PRODUCTS
50 45 40 35 30 25 20 15 10 5 0 COLOUR PRICE BOTTLE SHAPE QUALITY OTHERS 5.5 15 5.5 26.5 47.5
PERCENTAGE
ATTRIBUTES
47
HYPOTHESIS TESTING CHI-SQUARE TEST The chi-square test is an important among the several tests of significance developed by statistics. Chi-square symbolically written by ?2 , is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. It is a non-parametric test, it can be used to determine if categorical data shows dependency or two classifications are independent. It can also be used to make comparison between theoretical population and actual data when categories are used. thus the chi-square is applicable in the large number of problems. STEPS INVOLUED IN CHI-SQUARE TEST 1.First of all calculate the expected frequency on the basis of given hypothesis or on the basis of null hypothesis. Expected frequency = [(Row total) x (column total) /grand Total] 2. Obtain the difference between the observed and expected frequencies and find out the square of such differences i.e., calculate (O ij – Eij ) 3. After that calculate the corresponding expected frequency to get (O ij – Eij )2 / Eij. 4.Find the summation of (Oij – Eij )2 / Eij. Values or what the cell ? (Oij – Eij )2 / Eij. This is ?2 value.
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The ?2
value obtained as such should compared with relevant table
value of ?2 and then inference be draw as stated below. TO FIND OUT RELATION BETWEEN MEDIA & RESPONDENTS CHI-SQUARE TEST: MEDIA TELEVISION NEWSPAPER POSTERS HOARDING OTHER TOTAL NO.OF RESPONDENTS 150 20 8 10 12 200 PERCENTAGE 75 10 4 5 6 100
Solution: respondents. H0: There is no significant difference between media and (O-E) 110 -20 -32 -30 -28 (O-E)2 12100 400 1024 900 784 (O-E)2/E 302.5 10 25.6 22.5 19.5 _____ 380.2
Observed Expected frequency (O) frequency (E) 150 40 20 8 10 12 40 40 40 40
Expected frequency = total frequency/no. of medias
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= 200/5 ?2 = (O-E)2/E = 40
= 380.2 ? 380 Level of significance is 5% Degrees of freedom (n-1) = 5-1 =4 The tabulated value of ?2 at ? = 0.05 and four degrees of freedom is ?20.05 = 9.488 Since calculated value ?2 = 380 > tabulated value ?2 = 9.488 ? The null hypothesis H0 is rejected. There is significant difference between media and respondents.
ANOVA
The technique of analysis of variance is referred to as ANOVA. A table showing the source of variance, sum of squares, degree of freedom, mean square(variance) and the formula for the F-ratio is known as ANOVA TABLE.. The analysis of variance is mainly carried on under the following two assumptions. • • One way analysis Two way analysis
TWO WAY ANOVA
In the manifold classifications we consider two or more characteristics or attributes. The table dealing with data on such grouping has a columns or
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rows. The analysis in that case will get extended to include the sum of squares between rows. The sample of ANOVA table is given below:
SOURCE OF VARIATION
BETWEEN COLUMNS BETWEEN ROWS ERROR
SUM OF SQUARES
DEGREE OF FREEDOM
VARIANCE RATIO SSC MSC = MSC C-1 SSR MSE MSR = MSR R-1 SSE MSE = F1 = F0
SSC
C-1
SSR
R-1
SSE
(C-1)(R-1)
= MSC (R-1)(C-1)
Here SSR = Sum of squares of rows SSC = Sum of squares of columns SSE = Sum of squares of errors
Better ments Occupation Business Employee 4 Students Others 1 2 2 6 3 14 20 10 59 3 96 3 3 15 16 10 8 14 16 3 2 45 45 Co lour Price Bottle shape Quality Others Total
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Total
11
53
30
95
11
200
H0=There is no significance difference in the betterment of the five characteristics and H 1= There is significance difference in the occupation with regard to betterments. Y1=45, y2=45, y3=96, y4=14, X1=11, x2=53, x3=30, x4=95, x5=11 Y=2oo, R=4, C=5 Y2 a) C.F (or) Q1 = R*C (200) 2 = 4* 5
= 2000 b) Sum of squares due to occupation: Q2= y12+y22+y32+y42 R = (45)2 +(45)2 +(96)2 +(14)2 4 Q2 = 1365.5 Degree of Freedom = 4-1 = 3 2) Sum of squares due to betterments: X12+ X22+ X32+ X42+ X52 Q3 = C -Q1 - 2000 - Q1
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=
(11)2 +(53)2 +(30)2 +(95)2+(11)2 5
- 2000
Q3 = 595.2 Degree of Freedom = 5-1 = 4 3) TSS = (3)2 +(15)2 + (10)2 +(14)2 +(3)2 +(3)2 +(16)2 +(8)2 +(16)2 +(2)2 +(4)2 +(20)2 +(10)2 +(59)2 +(3)2 +(1)2 +(2)2 +(2)2 +(6)2 +(3)2 - 2000 = 3188 Degree of Freedom = R*C-1 = 20-1 =19 ESS = TSS- Q2- Q3 = 3188 –1365.5- 595.2 = 1227.3 Degree of Freedom = (R-1) * (C-1) = 12
ANOVA TABLE
Source of Degree Sum of variation of Squares MSS freedom 1365.5 Occupation 3 1365.5 =455.17 3 595.2 Betterments 4 595.2 = 148.8 4 1227.3 Error 12 1227.3 102.28 12 Total 19 3188
F Ratio F Cal 455.17 =4.45 102.28 148.8 =1.45 102.28 F Tab 3.26 3.49
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From the table F (calculated value) (4.45) is greater than the F (Table value) (3.26) at the specified level of significance for appropriate (3,12) degree of freedom. So we reject the hypothesis There is significance difference in the betterment of the five characteristics F (calculated value) (1.45) is less than the F (Table value) (3.49) at the specified level of significance for appropriate (4,12) degree of freedom. So we accepted null hypotheses. There is no significance difference in the occupation with regard to betterments.
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5.FINDINGS
?
Majority of the respondents (90%) consuming soft drinks are male. 48% of students and 22.5% of business and employee using coca-cola products. 90% of the consumers are consuming soft drinks. 31% of the consumers of coke products consume thumps up brand. 66.5% of the respondents consume soft drinks on general occasion and 51% consumes with friends. 79% of the respondents are consuming soft drinks in the evening. 47.5% of the respondents are giving preference to the quality. 63% of the respondents are consuming soft drinks one time for a day. 34.5% of the respondents were consuming soft drinks through shops and 32.5% are through bakeries. 62% of the respondents preferred to have200 ml package when compared to other packages. 75% of the respondents are known to the about the coke advertisements in television.
?
? ?
?
? ? ?
?
?
?
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6. POLICY RECOMMENDATIONS & CONCLUSIONS 6.1 RECOMMENDATIONS
• • The company should try to concentrate more on the brand coca-cola as a consumption of thumps up is good. The company should see that the product is available in the shops properly as they are having the majority of the sales. The company should increase the quality of its product instead of reducing its price. The company should try to increase its sales in 300ml and other quantities as the sales of 200 ml are at brim. The company should try to make a more advertisements in coca-cola products.
• •
•
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6.2 CONCLUSION
The researcher has given some policy recommendations for the benefits of the Coco-cola industry. if the above says recommendation is being considered the company may able to maintain the market is scheme as can company top position in particular in the region.
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QUESTIONNAIRE
1. 2. 3. 4. 5.
Name: Location: Age: Gender: Occupation a) Business d) Other b) Employee c) Student Male Female Street: ___________ Place: __________
6.
Do you consume soft drink? a) Yes b) No
7.
Which drink you like mostly? a) Coca-Cola d) Thumps up b) Pepsi e) other c) 7up
8.
Which brand do you consume? a) Coca-Cola d) 7up b) Pepsi c) thumps up
9.
When do you take normally? a) Snacks d) Other b) food c) generally
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10. At what time of the day do you consume? a) Morning d) Other 11. With whom do you drink most? a) Friends d) Lonely b) Family c) other b) Afternoon c) Evening
12. How many times in a day? a) Once d) More than 3 times 13. Where do you purchase soft drinks mostly? a) General Stores d) Hotels 14. Which package do you prefer? a) 200 ml d) More than 1 Ltr 15. I) Have you seen any advertisement for soft drink? a) Yes II) If yes where did you see? a) Television d) Hoarding b) newspaper e) Other c) posters b) No b) 300ml c) 1 ltr b) Bakery c) Shop b) twice c) trice
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16. What improvements do you think that are necessary in Coca-Cola products? a) Colour d) Quality b) price e) Other c) bottle shape
17. Please give any suggestion to improve coca-cola products ______________________________________________________________________________
Signature
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BIBLIOGRAPHY
BOOKS:
1. Kothari C.R, “ Research methodology”, Wishva Prakashan (Hyderabad), 2000. 2. Kotler Philip, “Marketing management”, prentice Hall of India private Ltd., 10th Edition 3. Beri G.C, Tata M.C Graw, “Marketing research”, Hill, 3 1996. 4. Schiffman, Kanuk “ Consumer behavior”
rd
Edition,
5. Arora P.N, Arora .S “Statistics for management “, First Edition, 2003
.
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