Pepsi Co Question

8/3/2019 Pepsi Co Question

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Study of consumer preferences toward PepsiCo products in Akola district.

D.B.A.R., S.S.G.M.C.E., Shegaon 1

Chapter 1.

INTRODUCTION

1.1 Introduction

PEPSICO is a world leader in convenient snacks, foods and beverages,

with revenues of more than $39 billion and over 1, 85,000 employees.

The company consists of PepsiCo Americas Foods (PAF), PepsiCo

Americas Beverages (PAB) and PepsiCo International (PI).

PAF includes Frito-Lay North America, Quaker Foods North America and

all Latin America food and snack business, including Sybarites and

Games businesses in Mexico. PAB includes PepsiCo Beverages North

America and all Latin American beverage businesses. PI includes all

PepsiCo businesses in the United Kingdom, Europe, Asia, Middle East

and Africa PepsiCo brands are available in nearly 200 countries and

generate scales at the retail level of more than $98 billion.

Some of PepsiCo's brand names are more than 100-years-old, but the

corporation is relatively young. PepsiCo was founded in 1965 through the

merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and

PepsiCo merged with The Quaker Oats Company, including Gatorade, in

2001.

PepsiCo offers product choices to meet a broad variety of needs and

preference -- from fun-for-you items to product choices that contribute to

healthier lifestyles.

PepsiCos mission is To be the world's premier consumer product

company focused on convenient foods and beverages. We seek to

produce healthy financial rewards to investors as we provide opportunities

for growth and enrichment to our employees, our business partners and

the communities in which we operate. And in everything we do, we strive

for honesty, fairness and integrity.


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1.2 PEPSICO HISTORY

1.2.1 ORIGIN

Pepsi was first made in New Bern, North Carolina the United States in theearly 1890s by pharmacist Caleb Bradham In 1898, "Brad's drink" was

changed to "Pepsi-Cola" and later trademarked on June 16, 1903. There

are several theories on the origin of the word Pepsi.

The word Pepsi comes from the Greek word Pepsi, which is a medical

term, describing the food dissolving process within one's stomach. It is

also a medical term, that describes a problem with one's stomach to

dissolve foods properly.

Another theory is that Caleb Bradham and his customers simply thought

the name sounded goods or the fact that the drink had some kind of "pep"

in it because it was a carbonated drink, they gave it the name Pepsi.

1.2.2 RISE IN POPULARITY

During the Great Depression, Pepsi gained popularity following the

introduction in 1929 of a 12-ounce bottle. Initially priced at 10 cents, sales

were slow, but when the price was slashed to five cents, sales increased

substantially. With a radio advertising campaign featuring the jingle

Pepsi-cola hits the spot / Twelve full ounces, that's a lot / Twice as much

for a nickel, too / Pepsi-Cola is the drink for you," Pepsi encouraged

price-watching consumers to switch, obliquely referring to the Coca-Cola

standard of six ounces a bottle for the price of five cents (a nickel), instead

of the 12 ounces Pepsi sold at the same price. Coming at a time of

economic crisis, the campaign succeeded in boosting Pepsi's status. In

1936 alone 500,000,000 bottles of Pepsi were consumed. From 1936 to

1938, Pepsi-Cola's profits doubled.

Pepsi's success under Guth came while the Loft Candy business was

faltering. Since he had initially used Loft's finances and facilities to

establish the new Pepsi success, the near-bankrupt Loft Company sued

Guth for possession of the Pepsi-Cola company. A long legal battle, Guth

v. Loft, then ensued, with the case reaching the Delaware Supreme Court


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and ultimately ending in a loss for Guth. Loft now owned Pepsi, and the

two companies did a merger, then immediately spun off the Loft

Companys.

1.2.3 NICHE MARKETING

1940s advertisement specifically targeting African Americans.

Walter Mack was named the new President of Pepsi-Cola and guided the

company through the 1940s. Mack, who supported progressive causes,

noticed that the company's strategy of using advertising for a general

audience either ignored African Americans or used ethnic stereotypes in

portraying blacks. He realized African Americans were an untapped niche

market and that Pepsi stood to gain market share by targeting its

advertising directly towards them. To this end, he hired Hennan Smith,

advertising executive "from the Negro newspaper field" to lead an all-

black sales team, which had to be cut due to the onset of World War II. In

1947, Mack resumed his efforts, hiring Edward F. Boyd to lead a twelve-

man team. They came up with advertising portraying black Americans in

a positive light, such as one with a smiling mother holding a six pack of

Pepsi while her son (a young Ron Brown, who grew up to be Secretary of

Commerce) reaches up for one. Another ad campaign, titled "Leaders in

Their Fields", profiled twenty prominent African Americans such as

Nobel Peace Prize winner Ralph Bunche and photographer Gordon Parks.

Boyd also led a sales team composed entirely of African Americans

around the country to promote Pepsi. Racial segregation and Jim Crow


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laws were still in place throughout much of the U.S., so Boyd's team faced

a great deal of discrimination as a result, from insults by Pepsi co-workers

to threats by Ku Klux Klan. On the other hand, they were able to use

racism as a selling point, attacking Coke's reluctance to hire blacks and

support by the chairman of Coke to segregationist Governor of Georgia

Herman Talmadge. As a result, Pepsi's market share as compared to

Coke's shot up dramatically. After the sales team visited Chicago, Pepsi's

share in the city overtook that of Coke for the first time

1.3 PEPSICO MARKETING

A large advertisement made to resemble a Pepsi cup at the theme

park, Nickelodeon Universe inside the Mall of America.

The first of many new designs of Pepsi cans which were released in

2007


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In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where

PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-

Cola. During these blind taste tests the majority of participants picked

Pepsi as the better tasting of the two soft drinks. PepsiCo took great

advantage of the campaign with television commercials reporting the test

results to the public.

In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing

strategy. By 2002, the strategy was cited by Promo Magazine as one of

16 "Ageless Wonders" that helped redefine promotion marketing.

In 2007, PepsiCo redesigned their cans for the fourteenth time, and for

the first time, included more than thirty different backgrounds on

each can, introducing a new background every three weeks.


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1.4 PEPSICO LEADERSHIP

Together we are all building on the platform of human,

environmental and talent sustainability while continuing to deliver

great results.

Indra K. Nooyi,

Chairman and CEO

Michale D. White,

Chief Executive Officer,

PepsiCo International

And Vice Chairman, PepsiCo

1.5 PEPSICO VALUES

The values of PepsiCo is reflects from its aspiration. PepsiCo express

its values in the form of commitment.

1.5.1 PEPSICO COMMITMENT

Sustained Growth Empowered People

Responsibility & Trust

Sustained Growth is fundamental to motivating and measuring our

success. Our quest for sustained growth stimulates innovation, places a


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value on results, and helps us understand whether todays actions will

contribute to our future. It is about growth of people and company

performance. It prioritizes making a difference and getting things done.

Responsibility and Trust form the foundation for healthy growth. Its

about earning the confidence that other people place in us as individuals

and as a company. Our responsibility means we take personal and

corporate ownership for all we do, to be good stewards of the resources

entrusted to us. We build trust between others and ourselves by walking

the talk and being committed to succeeding together.

1.5.2 PEPSICO GUIDING PRINCIPLES

Care for customers, consumers and the world we live in.

Sell only products we can be proud of.

Speak with truth and candour.

Balance short term and long term.

Win with diversity and inclusion.

Respect others and succeed together.

Care for customers, consumers and the world we live in

We are driven by an intense, competitive spirit in the marketplace, but we

direct this spirit toward solutions that achieve a win for each of our

constituents as well as a win for the corporation. Our success depends on a

thorough understanding of our customers, consumers and communities.

Caring means going the extra mile. Essentially, this is a spirit of growing

rather than taking.

Sell only products we can be proud of

The test of our standards is that we must be able to personally endorse our

products without reservation and consume them ourselves. This principle

extends to every part of the business, from the purchasing of ingredients

to the point where our products reach the consumers hands.


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Speak with truth and candour

We speak up, telling the whole picture, not just what is convenient to

achieving individual goals. In addition to being clear, honest and accurate,

we take responsibility to ensure our communications are understood.

Balance short term and long term

We make decisions that hold both short-term and long-term risks and

benefits in balance over time. Without this balance, we cannot achieve the

goal of sustainable growth.

Win with diversity and inclusion

We leverage a work environment that embraces people with diverse

backgrounds, traits and different ways of thinking. This leads to

innovation, the ability to identify new market opportunities, all of which

helps develop new products and drives our ability to sustain our

commitments to growth through empowered people.

Respect others and succeed together

This company is built on individual excellence and personal

accountability, but no one can achieve our goals by acting alone. We need

great people who also have the capability of working together, whether in

structured teams or informal collaboration. Mutual success is absolutely

dependent on treating everyone who touches the business with respect,

inside and outside the company. A spirit of fun, our respect for others and

the value we put on teamwork make us a company people enjoy being

part of, and this enables us to deliver world-class performance.

1.5.3 PEPSICO SUSTINABILITY VISION

PepsiCos responsibility is to continually improve all aspects of the

world in which we operate environment, social, economic creating

a better tomorrow than today.

Tomorrow > Today

1) Corporate Sustainability


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2) Human Sustainability

3) Environmental Sustainability

4) Talent Sustainability

1) Corporate Sustainability

Profile (Business, Products, Customers, Operations)

Vision, Mission, Values and Guiding Principles

Risk Management

Governance

External Characters (Membership and Partnership)

Constituencies (Stake Holders)

Economic Performance

2) Human Sustainability

Product Responsibility

Smart Spots

Portfolio Transformation

Nutrition Timeline

Health and Wellness Partnerships

Product Labelling

Food Safety

Consumer and Customer Relations

Consumer Privacy

Advertising

3) Environmental Sustainability -

PepsiCo Commitment

Environmental Sustainability Timeline

Environmental Management

Environmental Monitoring

Capital Expenditure Filter

Environmental Policy


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Education and Awareness

Water

Energy

Packaging and Waste

Agriculture

4) Talent Sustainability -

Diversity and Inclusion

Benefits

Health and Safety

Training

Human Rights

Talent Honour


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1.7 PEPSICO PRODUCTS

SLICE

PEPSI

MIRINDA

MOUNTAN DEW


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7UP

TROPICANA

PEPSI DIET

GATORODE


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TROPICANA TWISTER ACQAFINA WATER


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1.7 ADVERRTISING STATERTGIES

1.7.1 PEPSICO ADVERTISING

Advertising is a common means used by many organizations or

companies all over the world to make their products or services well know

and are easier to be sold. Every year many hundreds of advertisements are

published through out the mass media such as on billboards, on signs, on

radios, ration in newspapers, on television and internet, which are the

main instruments, that we use and see everyday. Although, there are not

many successful products and not everyone remembers them but PEPSI

advertisings are different because most of their customers are repeat

consumers. Therefore, this report will discuss the advertising strategies of

PEPSI and how it stands as one of the leaders of the cola beverage

industry.

For several years the main consumers of PEPSI were teenagers and

young adults. Most of its advertisings used teenager presenters or

superstars who were hero of young people. Nowadays PEPSI wants to

gain more market share so it is extending its market by produce many

rang of product to suite every groups of consumer such as tea, coffee,

water, energy drink and sport drink. They also present many kind of taste

of its products that make customers have more choice. Pepsi pick people

from these groups for present its product such ... MS Dhoni, Sachin

Tendulkar, ShahRukh Khan, Spice Girls, Ricky Martin, Shakira, Robbie

Williams, Britney Spear, and David Backham.

1.7.2 COMPARATIVE APPROACH IN MESSAGE STRATEGY

Comparative advertising refers to the practice of either directly or

indirectly naming one or more competitors in an ad and usually making a

comparison on one or more specific product or service attributes. Such

other party is usually his competitor and is often the market leader in the


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particular trade. The comparison is made with a view towards increasing

the sales of the advertiser. This is typically done by either suggesting that

the advertiser's product is of the same or a superior quality to that of the

compared product or by denigrating the quality of the compared product

In a typical comparative advertising, the advertiser claims superiority over

a leading competitor, based on how superior the advertised brand is on an

important attribute. For example, in the Pepsi challenge, Pepsi

highlights its superiority over Coke by stating that more people

preferred Pepsi over Coke in a recent taste test.

1.7.3 THE EFFECTS OF MUSIC IN ADVERTISING

Commercials typically contain both product specified information and

background features such as pleasant music, attractive colours, and

humour. It is said that the impact of product information in a commercial

on beliefs and attitudes would typically be interpreted within an

information-processing framework.

1.7.4 LAGUAGE OF MEDIA

Advertising does not merely sell up products, it sells us lifestyles?

Todays advertising has a lot of different strategies to try and get a

consumer to buy their product. Over the last twenty to thirty years the art

of advertising has been dramatically changed. After the introduction of

television the face of advertising had its first major change. The

companies had the ability to show people how their product could

change some ones life and make people feel better about themselves.

When you take a look at the television in todays lifestyle you usually see

young, fit attractive people doing things that you want to do. E.g. use or

consume the product they are advertising.

1.8.5 DIRECT RESPONSE ADVERTISING

The Internet will become the primary direct response medium. Internet is

such a cost effective means of communicating with customers. In the

recent years, many advertisers have seen opportunities to advertise on the


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Internet. But there are still arguments from both sides that whether or not

it will become the primary direct response medium in the future. Direct

response advertising seeks to achieve an action-oriented objective such as

requesting a free catalogue or brochure offered in a television commercial,

or magazine or newspaper ad.

Direct response advertising can use any medium for example, magazines,

newspapers, radio, television, direct mail, the Internet, or even posters.

1.7.6 WOMENS IN ADVERTISING

In these days, feminism is an important influence in the way the media

portrays images of women. It has been affected by feminists who tried to

change the image of womens. Womens past traditional roles in

television advertisements or magazine advertisements compared to their

roles today have been influenced by feminists. Thus the focus of this

essay is on the contribution of women in magazine advertising as an

important subject for feminists in the area of media studies. Media is a

very important communication tool in society. In other words, mass media

has an important effect on every type of audience.

1.7.7 PSYCHOLOGY IN ADVERTIESMENT

Advertisement is used to sell everything from health care to automobiles

to household products. There are many ways to advertise and many

methods used to the consumer to buy. Behavioural insight and

advertising methods based in psychology are used to attract attention.

Products and services sold in advertisements are not necessarily sold

by the merit of the product but through psychological conditioning.

Five major tactics to sell a product are. Fear, Fun and Pleasure,

Vanity and Egotism. Fear is utilized a consumer into buying a product or

using a service. Fun and pleasure lures a consumer into believing that an

enjoyable association is with the product. Vanity and egotism play on the

belief that a consumer sees themselves as something spectacular to sell a

product. Persuasion based on authority uses a figure that is seen as

knowledgeable about a product or the product is used in a situation in


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which it is used for a specific purpose for a specific person. Finally,

heuristics is a mental shortcut used to make a decision.

Fun and pleasure uses a more indirect approach to a consumer. It is not

uncommon to see stereotypically beautiful people using an expensive

sports car or SUV to go on dates, be with their friends, or just driving

around town. Who is to know whether or not an advertisement will be

popular or will even sell the product to the consumer? The human mind is

wildly unpredictable and what is popular now will be old news by next

week. One simply sees people having fun in association with the product.

Advertisement can be fun, witty, amusing, or full of information, or dark,

sombre, and depressing, it is all about selling the product to as many

people, in as wide of a market as possible. Persuasion is only a small part

of the picture. These mental shortcuts which facilitate decision-making are

called heuristics. There are three types of heuristics used: length

implies strength, balance theory, and consensus implies correctness.

Newport has had a successful long running campaign called Alive with

Pleasure. Teenagers seem to be much more critical and do research

to decide what products to purchas.

1.8 MANUFACTURING PROCESS OF PEPSICO PRODUCTS

1.8.1 HOW TO MAKE PEPSI

Pop! Fizz. Ah-h! It happens millions of times a day, every day. That

feeling of thirst hits, someone opens a Pepsi and the magic begins.

Cold Effervescent. Delicious. Each time, every time. Of course, that's

what you expect from a great product like Pepsi-Cola. Or from Diet

Pepsi, Mountain Dew or any of our other popular soft drinks and

other beverages.

The system starts with the finest ingredients available kola nuts, vanilla

beans, flavour oils, citrus, sweeteners and the purest waters can distil.

Then add the best technology and all muster to blend ingredients.


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And during the 100-plus years PepsiCo have been making soft drinks,

PepsiCo also created its own exacting production and quality standards,

monitored with constant testing to guarantee quality and consistency in his

products.

Finally, PepsiCo have our own local distribution system. It's designed to

make sure that the Pepsi you open at home is as fresh and delicious as it

was when we sealed it at PepsiCo plant. And it serves every city, town

and village.

1.8.2 MANUFACTURING PROCESSES

Flavor concentrates are shipped from special Pepsi-Cola manufacturing

plants in heavy-duty, air-tight containers. Liquid sweeteners are

transported in special tanker trucks. All ingredients and food products are

stored in clean, sanitary areas, and items requiring refrigeration are kept in

temperature-controlled areas.

The bottles and cans that will eventually be filled with Pepsi are

manufactured elsewhere, and shipped to Pepsi plants wrapped and sealed

for protection. Labels, cartons, caps, the carbon dioxide used to carbonate

soft drinks and other supplies are also produced for Pepsi by other

companies. On arrival, everything is subject to careful inspection to make

certain all of the ingredients and materials meet high Pepsi standards.

Special equipment is used to uncase and depletive incoming shipments of

bottles and cans. Cans are by far the most popular package with

consumers because they're lightweight and easy to store. Though bulky,

the cartons and pallets on which the empty packages arrive are also

relatively light in weight, so it's easy for the machines to automatically

remove the cans from their shipping containers at high speed. The

machines then transfer the individual packages to a conveyor belt.

Once on the belt, cans are part of an enclosed, controlled environment that

keeps them sanitary and helps ensure quality throughout the filling

process. They travel rapidly through a printer that applies a production

code to each can. Then they're automatically turned upside down, and


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rinsed thoroughly with filtered water before proceeding directly to the

filler.

Water is a key ingredient in all soft drinks. Pepsi-Cola takes special care

to purify the water it uses a procedure that involves careful treatment,

filtration and purification. Pepsi standards are precise and closely

monitored at every step of the process. The result of this kind of

painstaking attention to detail is that the water used in Pepsi-Cola and all

of our beverages is among the purest available anywhere.

Pepsi-Cola flavour concentrate is carefully combined with sweeteners and

other ingredients in large stainless steel mixing tanks. Quality control

audits performed by specially trained technicians are a critical part of the

manufacturing sequence for each batch, and are typical of the attention to

detail that's necessary if the highest possible quality standards are to be

maintained. Cleanliness is also vital, so all internal and external surfaces

of the production system, including syrup lines, proportioning, cooling

and carbonating equipment, are meticulously sanitized.

In the last step of the manufacturing process, as the now-rinsed cans reach

the filler, they're reinserted, immediately filled and the lid is applied at

an average speed of 1,200 cans per minute. The filler is where the syrups

from the mixing tanks are combined with the purified water from the

filtration process. The liquid is then carbonated. This carbonation process

gives soft drinks the special sparkle fizzy bubbles that adds to their

quality of refreshment.

All Pepsi cans and bottles are imprinted with a freshness date, which is a

date code that tells you your soft drink is fresh. A final quality check

(QC) ensures that the package is properly filled, sealed and labelled.

As products leave the manufacturing line, they're combined into a variety

of packages six- or 12-packs, 24- or 30-can cases or cases of individual

two-litter bottles. The finished packages are stacked on shipping pallets


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and moved to temporary holding areas or to a central warehouse for

shipping.

The storage is purely temporary, since freshness is an important part of

delivering the best possible product to consumers. Some of products will

be quickly transported by large trucks to outlying districts and towns.

Most, however, are loaded into Pepsi-Cola delivery trucks you see calling

on food stores in your own neighbourhood. Other trucks deliver Pepsi-

Cola syrup to restaurants and fountains. To make sure there's always

enough Pepsi for everyone who wants one, trucks are on the road every

single day. Many individual stores actually receive deliveries several

times per week a big reason why the Pepsi products you buy and use are

always fresh and great tasting.


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Chapter 2.

CONSUMER PURCHASING BEHAVIOUR

MEANING, MODEL, SCOPE & IMPORTANANCE TO STUDY

CONSUMER PURCHASING BEHEVIOUR

2.1 Meaning of Consumer Purchasing Behavior

The term consumer purchasing behaviour refers to the behaviour that

consumers display in searching, purchasing, using, evaluating, and

disposing of products and services that they expect will satisfy their

needs.

The study of consumer purchasing behaviour is a study of individual

makes decision to spend their available resources (time, money, efforts)

on consumption related items.

2.2 Model Of Consumer Behaviour

In this model of consumer behaviour managers have to relay on this seven

Os framework for consumer research to answer the following key

questions about any market.

1) Why constitutes the market? Occupants

2) What does the market buy? Objects

3) Why does the market buy? Objectives

4) Who participate in the buying? Organization

5) Who does the market buy? Operations

6) When does the market buy? Occasion7) Where does the market buy? Outlets

2.3 Scope Of Consumer Behaviour

The field of consumer behavior holds great to everyone as consumer as

marketers & as scholar of human behavior. As consumer are benefits from

insight into our own consumption related decision. For e.g. what we buy,hwy we buy & how we buy. The potential influence, which persuades to


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buy. The study of consumer behavior enables us to become better that are

wiser consumer. As marketer and future marketer are important for us to

recognize why & how the individual make their consumption decision so

that we can make better strategy marketing decision. If the marketers

understands consumer behavior they are able to predict how consumer are

likely to react various informational & environmental quest & enable to

shape their marketing strategy accordingly.

Most products eventually end up in private households even though they

Will pass through a number of steps on their way from producer to end

user. Producers and traders form vertical chains or networks, called value

Chains, at the end of which is the consumer.

The information of those practicing marketing, specially in the creative

field of product development and brand promotion, require more

qualitative, dynamic knowledge about the consumer than is income, age

and family status information. In the new understanding of concept of

marketing, marketer would like to know how the consumer in the first

place arrive at this decision, the input that underlie and impinge upon it,

his post, transaction feelings, etc., so that the total marketing efforts can

be directed at generating consumer satisfaction in a more real sense. There

in lies the rational for the study of consumer behaviour.

2.4 Importance of consumer behavior

Consumer behavior is the study of what they buy? Why they buy? When

they buy? Where they buy it? How often they buy it? & How often they

use it? The answer of these questions can be found through consumer

research and provide product manufacturers with important input for

product scheduling, design modification and promotional strategy.

Understanding consumer Behavior is not only important for the producer

but for all the other Actors in the chain. The value that the consumer puts

on the goods or Services limits what everyone else can get from the value

chain we can see that understanding consumer behaviour is a vital aspect

of Marketing. Marketers need to understand the role of involvement and

Habit, information processing and the concept of life values in consumer


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Behavior as well as cultural determinants. By studying consumer

behaviour we try to understand & gain insight into:

Consumer decision making processes

What we buy, how we buy, and why we buy

Enables us to become better consumers and marketers

We try to gain a better understanding of consumer related behavior and

why individuals act in consumer related ways.

2.5 Consumer Purchasing Behavior

A well-developed and tested model of consumer behavior is known as the

stimulus-response model, which is summarized in the diagram below:

Fig. 2.5 (a)

In the above model, marketing and other stimuli enter the customers

black box and produce certain responses. Marketing management must

try to work out what goes on the in the mind of the customer the black

box. The Buyers characteristics influence how he or she perceives the

stimuli; the decision-making process determines what buying behavior is

undertaken. Characteristics that affect customer behavior the first stage of

understanding buyer behavior is to focus on the factors that determine the


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buyer characteristics in the black box. These can be summarized as

follows:

Fig. 2.5 (b)

2 . 6 B u y e r b e h a v i o r f o r n e w p r o d u c t s

Research suggests that customers go through five stages in the process of

adopting a new product or service: these are summarized below:

(1) Awareness - the customer becomes aware of the new product, but

lacks information about it.

(2) Interest - the customer seeks information about the new product.

(3) Evaluation - the customer considers whether trying the new product

makes sense.

(4) Trial - the customer tries the new product on a limited or small scale

to assess the value of the product.

(5) Adoption - the customer decides to make full and/or regular use of thenew product.

Research also suggests that customers can be divided into groups

according to the speed with which they adopt new products. The

innovators (those who adopt new products first) are usually relatively

young, lively, intelligent, socially and geographically mobile. They are

often of a high socioeconomic group (ABs). Conversely, the

laggards (those who adopt last, if at all) tend to be older, less intelligent,

less well off and lower on the socioeconomic scale. It follows from the


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above model that when a business launches a new product or service, the

customers who buy first are likely to be significantly different from those

who buy the product much later.

There are mainly four factors which influence consumer

purchasing behaviour these are as fallows.

CULTURAL FACTORS SOCIAL FACTORS

PSYCHOLOGICAL FACTORS PERSONAL FACTOR

2.7 Cultural Factors

Cultural factor contains culture, sub-culture & social class.

CULTURE SUB-CULTURE SOCIAL CLASSS

2.7.1 Culture

The accumulation of values, knowledge, beliefs, customs, objects &

concepts that a society uses to cope with its environment. Culture is the

most basic cause of a persons wants & behaviour. It is learned from

family, society, school, pears, and colleagues and includes basic values, perceptions, wants & behaviours. Culture has a significant impact on

customer behaviour. It is the most basic cause of a persons wants and

behaviour. Growing up, children learn basic values, perception and wants

from the family and other important groups. Marketing are always trying

to spot cultural shifts which might point to new products that might be

wanted by customers or to increased demand. For example, the cultural

shift towards greater concern about communication facilities has created

opportunities servicing customers who wish to buy

Low deposit while getting phones connection.

Internet Connection.

Value added services.

Easy connection with low documentation

Similarly the increased desire for leisure time has resulted in increased

demand for convenience products and services such as direct marketing

service businesses as telephone banking and insurance.


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2.7.2 Subculture

Groups of individuals who have similar value & behaviour patterns

within the group but differ from those in other groups. Each culture

contains sub-cultures groups of people with share values. Sub-cultures

can include nationalities, religions, racial groups, or groups of people

sharing the same geographical location. Sometimes a sub-culture will

create a substantial and distinctive market segment of its own. For

example, the youth culture or club culture has quite distinct values

and buying characteristics from the much older gray generation

2.7.3 Social Class

Differences in social class can create customer groups. In fact, the official

six social classes in the INDIA are widely used to profile and predict

different customer behaviour. In the INDIA socioeconomic classification

scheme, social class is not just determined by income. It is measured as a

combination of occupation, income, education, wealth and other variables.

Relatively homogeneous, enduring divisions in a society, hierarchically

ordered with members sharing similar values, interests & behaviors. A

customers buying behaviour is also influenced by social Class, such as

the groups to which the customer belongs and social status.

2.8 Social Factors

Consumer wants, learning, motives etc. are influenced by Person's

family, reference groups, Roles & Status. Social factors contents

fallowing three sub factors

Reference Group Family Roles & Status

2.8.1 REFERENCE GROUP

Individual identifies with the group to the extent that he takes on

many of the values, attitudes or behaviors of the group members.

Families, friends, sororities, civic and professional organizations. Any

group that has a positive or negative influence on a persons attitude and

behavior. In a group, several individuals may interact to influence the

purchase decision. The degree to which a reference group will affect a


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purchase decision depends on an individuals susceptibility to reference

group influence and the strength of his/her involvement with the group.

The typical roles in such a group decision can be summarized as follows:

a) Initiator: -The person who first suggests or thinks of the idea of buying

a particular product or service

b) Influencer: -A person whose view or advice influences the buying

decision

c) Decider: -The individual with the power and/or financial authority to

make the ultimate choice regarding which product to buy

d) Buyer: -The person who concludes the transaction

e) User: -The person (or persons) who actually use the product or service.

2.8.2 FAMILY

The family unit is usually considered to be the most important buying

organization in society. It has been researched extensively. Marketers are

particularly interested in the roles and relative influence of the husband,

wife and children on the purchase of a large variety of products and

services. There is evidence that the traditional husband-wife buying roles

are changing. Almost everywhere in the world, the wife is traditionally the

main buyer for the family, especially in the areas of food, household

products and clothing. However, with increasing numbers of women in

full-time work and many men becoming home workers (or

telecommuting) the traditional roles are reversing.

The challenge for a marketer is to understand how this might affect

demand for products and services and how the promotional mix needs to

be changed to attract male rather than female buyers. Family is the most

basic group a person belongs to. Marketers must understand-

o That many family decisions are made by the family unit

o Consumer behaviour starts in the family unit

o Family roles and preferences are the model for children's future

family Can reject/alter/etc.

o Family buying decisions are a mixture of family interactions andindividual decision making


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o Family acts an interpreter of social and cultural values for the

individual.

Roles & Status

People have many roles. Things one should do based on the expectations

of you from your position within a group. Wife, mother, employer/

employee. Individuals role are continuing to change therefore marketers

must continue to update information.

2.9 Psychological Factors

Psychological factors contents fallowing three sub factors

Motivation Perception Learning Beliefs Attitude

2.9.1 MotivationA motive is an internal energizing force that orients a person's activities

toward satisfying a need or achieving a goal. Actions are effected by a set

of motives, not just one. If marketers can identify motives then they can

better develop a marketing mix.

Need to determine what level of the hierarchy the consumers are at to

determine what motivates their purchases.

2.9.2 Perception

The process by which an individual selects, organizes, & interprets

inputs to create a meaningful picture of the world.

1. Information input: Are the sensations received through the sense organs.

2. Perception: Is the process of selecting, organizing, & interpreting

information input to produce meaning.

3. Selective Attention: The process of selecting some inputs to attend to

while ignoring others.

4. Selective Distortion: Is an individuals changing or twisting of

information when it is inconsistent with personal feelings or beliefs.

5. Selective Retention: Is remembering information that supports personal

feelings & beliefs & forgetting inputs that do not.

2.9.3 Learning

Changes in an individuals behaviour arising from experience.


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Beliefs

Descriptive thought that a person holds about something.

2.9.4 Attitudes

Enduring favorable or unfavorable cognitive evaluations, emotional

feelings & action tendencies. Attitudes are anchored in behavior. There

are two ways to change attitudes:

1) Directly through awareness and perception

2) Indirectly through learning and the feedback loop.

2.10 Personal Factor

Unique to a particular person. Factors like Age, Life Cycle Stage,

Occupation, and Economic situation, Lifestyle etc. Everyone has its own

like and dislike. The purchasing nature of consumer is change as per

his/her age, occupation, economic situation and life style. So above are the

factors that influence the purchasing behavior of a consumer.

2.11 Consumer Decision Making Process

Research suggests that customers go through a five-stage decision-making

process in any purchase. This is summarized in the diagram below:


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Fig. 2.11

This model is important for analyzing consumer decision-making process.

It forces the marketer to consider the whole buying process rather than

just the purchase decision (when it may be too late for a business to

influence the choice!). The model implies that customers pass through all

stages in every purchase. However, in more routine purchases, customers

often skip or reverse some of the stages. For example, a student buying a

favorite hamburger would recognize the need (hunger) and go right to the

purchase decision, skipping information search and evaluation. However,

the model is very useful when it comes to understanding any purchase that

requires some thought and deliberation.

2.12 NEED RECOGNITION

The buying process starts with need recognition. At this stage, the buyer

recognizes a problem or need or responds to a marketing stimulus. An

aroused customer then needs to decide how much information (if any) isrequired. If the need is strong and there is a product or service that meets

the need close to hand, then a purchase decision is likely to be made there

and then. If not, then the process of information search begins.

2.13 INFORMATION SEARCH

Personal sources: family, friends, neighbors etc.

Commercial sources: advertising; salespeople; retailers; dealers;

packaging; point-of-sale displays.


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Public sources: newspapers, radio, television, consumer organizations;

specialist magazines.

Experiential sources: handling, examining, and using the product.

The usefulness and influence of these sources of information will vary by

product and by customer. Research suggests that customers value and

respect personal sources more than commercial sources (the influence of

word of mouth). The challenges for the marketing team is to identify

which information sources are most influential in their target markets.

2.14 EVALUATION OF ALTERNATIVES

In the evaluation stage, the customer must choose between the alternative

brands, products and services.

An important determinant of the extent of evaluation is whether the

customer feels involved in the product. By involvement, we mean the

degree of perceived relevance and personal importance that accompanies

the choice.

2.15 PURCHASE

Where a purchase is highly involving, the customer is likely to carry out

extensive evaluation.

High-involvement purchases include those involving high expenditure or

personal risk for example buying a house, a car or making investments.

Low involvement purchases (e.g. buying a soft drink, choosing some

breakfast cereals in the supermarket) have very simple evaluation

processes.

2.16 POST-PURCHASE EVALUATION

The final stage is the post-purchase evaluation of the decision. It is

common for customers to experience concerns after making a purchase

decision. This arises from a concept that is known as cognitive

dissonance. The customer, having bought a product, may feel that an

alternative would have been preferable. In these circumstances that

customer will not repurchase immediately, but is likely to switch brands

next time.


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To manage the post-purchase stage, it is the job of the marketing team to

persuade the potential customer that the product will satisfy his or her

needs. Then after having made a purchase, the customer should be

encouraged that he or she has made the right decision.


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Chapter 3.

RESEARCH METHODOLOGY

3.1 RESEARCH AIM

The prime aim of present study is To study the customer preferences

towards PepsiCo products in Akola Dist.

3.2 RESEARCH OBJECTIVE

The objectives of present study are as follow.

1) To find consumers buying motives towards PepsiCo products.

2) To know the consumer perception about PepsiCo products.

3) To know the consumer awareness about PepsiCo products.

4) To know the distribution strategy of PepsiCo products.

3.3 RESEARCH HYPOTHESIS

1) Customers are happy because of the reasonable price and good quality ofPepsiCo products.

2) Customers are satisfied with PepsiCo products.

3) Customers are more aware about soft drinks.

4) PepsiCo is having a very good distribution strategy.

5)

3.4 REGION UNDER STUDY

- Akola District

-

3.5 COMPANY UNDER STUDY

- PepsiCo India Holdings pvt. Ltd


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3.5 MARKETING RESEARCH PROCESSES

Research refers to the systematic method consisting of enunciating th

problem, formulating a hypothesis, collecting the facts or data, analysis

the facts and reaching certain conclusions either in the form ofsolutions(s) towards the concerned problem or in certain generalizations

for some theoretical formulation. The various steps involved in the

Research process are:

Fig. 3.5

3.6 DETERMINE RESEARCH DESIGN

A Research design is simply the framework or plan to study used as a

guide in collecting and analyzing the data. It is the blue print for any

research. It is possible to built a house without a detailed blueprint, the

final product will more than likely be somewhat different from what wasoriginally envisioned by the buyer or user. In the similar manner the

research findings are also likely to differ widely from what was desired by

the consumer. These research findings are interesting, but they do not

solve the basic problem of the customer.

There are three types of research designs namely;


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1) Exploratory

2) Descriptive

3) Causative

3.7 Exploratory Research: -

Exploratory research is conducted when the researches does not no how

and why a certain phenomenon occurs. It concerns with discovering the

general nature of problem and the variables that relate to it. It is

characterized by a high degree of flexibility and it tends to rely on

secondary data, convenience or judgment sample, small-scale survey or

simple experiments, case analysis and subjective evaluation of the results.

Four groups, interviewing key customer groups, expert and even search

for printed and publish information on some common techniques.

Present research work is of an exploratory in nature, to assess the

consumer preferences towards Home loan schemes in Kola city The Bank

presently has various schemes .so here an exploratory research design was

selected to study the problem.

3.8 DATA COLLECTION METHOD

PRIMARY DATA:-

Primary data for the said research work is collected through sample of

existing through questionnaire techniques in Akola region.

SECONDARY DATA:-

The source of secondary data for the said research work is Business

magazines & periodicals, newspapers, business circulars, Corporate

Websites over Internet and published research etc. secondary data is also

collected through Bank

3.9 DATA COLLECTION FORM & QUESTIONNAIRE DESIGN

To collect the relevant data for a research data will be collected in the

form of questionnaire designing. Designing the questionnaire is not easy

job it will be formulated in carefully means which type of information to


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be collected, type of questions, question wording, sequencing and layout

and presenting these all of things are designing in well manner.

The questionnaire was prepared using very simple and non-technical

words. To serve the wholehearted co-operation without wasting must

time of respondents, the questionnaire was short and to the point. The

questionnaire design procedure follows following steps. The said

questionnaire is attached in the appendix section.

questionnaire design procedure follows following steps. The said

questionnaire is attached in the appendix section.

2.7

Fig 3.9

To fulfill the research objective and characteristics of consumers at market place survey method was selected. In this consumer survey method,

questionnaire was designed keeping research objective, consumer

response habit, language &other related factors. Questionnaire was

objective oriented as well as perception oriented and was easy & less time

consuming. Some questions were open ended & some were dichotomous

type. In it three & five point scale technique was used. By using this

scaling technique analysis could be easily done. (Sample questionnaire is

attached in the Appendix)

Specify what

information will be

Determinewording of each

Determine

se uence of each

Prepared for final

data collection

Determine type of the

uestionnaire and

Determine

forms &

Determine

concent of

Determine physical

characteristics of

Re-examine step 1-7 by

testin uestionnaire


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3.10 SAMPLE DESIGN & SELECTION

A sample design is a definite plan for obtaining a sample from the

sampling frame. It refers to the technique or the procedure, the researcher

would adopt in selecting some sampling units form which inferences

about the population is drawn. Sampling design involves following steps.

Fig. 3.10

Define The Population: For the said research work, the population is all

the existing customer in the Akola region.

Sampling Methods: stratified sampling

Sample size: 100

. The sample size selected for consumer survey is of 100 in AKOLARegion. It also distributed in a following

Identifying the sampling frame

Specify the sampling unit.

Specify the sampling method.

Determine the sample size.

Specify the sampling plan.

Select the sample.

Define the Population


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3.11 LIMITATIONS OF PRESENT STUDY

The present study has following limitations.

1. It was somewhat difficult to get the questionnaires completely filled and

signed by the residential/commercial customer that time they were busyand could not give sufficient time and original information even though

they have the information that was required for research.

2. Consumers do cooperate if not much busy with their patients.

3. Some of the respondents left some questions unanswered and as such it

was little' difficult to draw and generalize conclusion from them.

4. The finding entirely depends upon the willingness of the respondent.

5. respondents It was not possible for the researcher to cover al the due to

the time and cost consideration.


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Chapter 4.

GEOGROPHICAL REGION OF PROJECT

4.1 INTRODUCTION

What constitutes Akola district at present was originally a part of the

Nizams dominion assigned in 1853 to the East India Company in

liquidation of the large debt due on account of arrears of pay on the

Hyderabad contingent and as a security for future payment of that force.

At that time Berar was divided into two districts, South and North. In

1857 Berar was reconstituted into two districts, West Berar with

headquarters at Akola and East Berar with headquarters at Amravati. In

1903,the treaties of assignment were superseded by an agreement under

which the Nizam leased Berar to the Government of India for an annual

rent of 25 lakhs of rupees in perpetuity.

The administration of Berar was transferred from Hyderabad to the then

Chief Commissioner of Central Provinces. In 1864, when the district of

Buldhana was constituted, a part of the west Berar district was transferredto Buldhana district. In 1875, again when the Washim district was created

some parts were transferred and the district and tahsil boundaries were

completely overhauled in 1905. Murtizapur tahsil was transferred from

Amravati t Akola district and Khamgaon and Jalgaon tahsils were

transferred from Akola to Buldhana district. The Washim district was

broken and two tahsils of Washim and Mangrulpir were included in the

newly constituted Akola district. There were no major changes in the

boundaries of the district between 1911 and 1955. In 1956, with the

Reorganisation of the States, the district was transferred from Madhya

Pradesh to the then Bombay State and in 1960 it became a part of the

State of Maharashtra.

On First July 1998, Akola district was divided to form two new

districts Akola and Washim. Akola district now consists of Akola,


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Balapur, Patur, Barshitakli, Murtizjapur, Akot and Telhara taluka. The

district headquarter is Akola.

Akola city is located in north-central Maharashtra state, western India, on

the Morna River. An important road and rail junction in the Purna River

valley, it is a commercial centre trading chiefly in cotton. There are also

textile and vegetable-oil industries. Akola is an important educational

center with several colleges affiliated with the University of Amravati.

4.2 AKOLA DISTRICT MAP

Fig. 4.2

4.3 LOCATION

The district of Akola lies in the western parts of the Nagpur Division of

Maharashtra State and is surrounded by Amravati district in the north and

north-east, yeotmal in the south-east, Washim in the south and Buldhana

in the west.

The district lies between 1951 and 2116 latitude and 7638 and

7744 longitude.


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4.4GEOGROPHY

The two main rivers of the district are the Purna and the Penganga, the

other less important rivers being the tributaries of these two rivers. They

are the Katepurna, Shahanur, Morna,Mun,Nand, Man and Uma, whichare the tributaries of the Purna, and the Adan, the Arna and the Pus which

are the tributaries of the Penganga.

4.5 CLIMATE

The climate of this district is characterized by a hot summer and general

dryness throughout the year except during the south-west monsoon

season. The year may be divided into four seasons. The period from

about the middle of November to the end of February constitutes the

winter season. The summer season extends from March to June. This is

followed by the south-west monsoon season which extends up to the end

of September. October and November constitute the post-monsoon

season.

4.6 TEMPRATURE

There is a meteorological observatory in the district at Akola, and the

data from this observatory may be taken as representative of the

meteorological conditions obtained in the district in general. Temperature

rises rapidly after February till May which is the hottest month of the

year. In May, the mean daily maximum temperature at Akola is 42.4 C

and the mean daily minimum temperature is 27.5C. The heat in the

summer season is intense during the day and the nights are comparatively

tolerable. During the period from April to June, on individual days, the

day temperature rises up to about 46 or 47C. With the arrival of the

south-west monsoon in the district by about mid-June there is an

appreciable drop in the day temperature and the weather becomes

pleasant. After the withdrawal of the monsoon the day temperature

increases gradually and a secondary maximum in day temperature is

reached in October. However, night temperature decreases progressively

after September. Both day and night temperature decreases rapidly from

October till December, which is the coldest month in the year.


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The mean daily maximum temperature during this month is 29.3 C and

the mean daily minimum temperature is 11.9 C. In the rear of the

western disturbances, which move across north India in the winter

months, cold waves affect the district at times and night temperaturesmay go down to about 2 to 4 .

4.7 DIVISIONS

The district of Akola comprise of talukas namely Akot, Telhara, Akola,

Balapur, Patur, Barshitakli and Murtajapur.

4.8 TRANSPORT

Important railway stations with their codes are Paras, Gaigaon, Akola

Junction(AK), Murtijapur Junction (MZR) and are under Bhusawal-

Badnera Section of Bhusawal Division of Central Railway.

The other stations under meter gauge are Hiwarkhed(), Adgaon

Buzurg(ABZ) , Akot(AKOT), Patsul(PTZ), Ugwe (UGWE), Akola

Junction , Shivani Shivpur(SVW), Barshitakli(BSQ), Lohogad(LHD),

Amna Vadi(AMW),Jaulka(JUK) are under Purna - Khandwa Section of

South Central Railway.

The stations under narrow gauge are Lakhpuri, Murtajapur Junction,

Karanja under two Narrow Gauge Branch lines viz Murtajapur-Achalpur

and Murtajapur-Yavatmal of Bhusawal Division of Central Railway.

4.9 ECONOMY

Cotton and Jawar are the predominant crops grown in the district.

Oil and Dal mills are also rampant. The economy is mostly agriculture

based. Nowadays, soyabean crop is an important crop as major soyabean

plants have come up in the area.


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Chapter 5.

ANALYSIS AND DATA INTERPRETATION

TABLE NO. 5.1

Analysis of Age Group of Respondents

Sr.

No.

Age Group No. Of

Respondent

Percantage

1 5yrs 15 yrs 08 8%

2 16yrs -25yrs 76 76%

3 26yrs -40yrs 14 14%

4 41yrs Onward 2 2%

Graph No. 5.1

Interpretation- Out of 100 respondent 76% of respondent belong to age

group of 16yrs-25yrs and another 14% belong to age group of 26yrs-

40yrs while rest 8% and 2% belong to age group of 5yrs-15yrs and

41yrs-onward respectively.


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TABLE NO. 5.2

Analysis of Respondents according to Gender

Sr.No. Gender No. Of

Respondents

Percentage

1 Male 84 84%

2 Female 16 16%

Graph No. 5.2

Interpretation Out of 100 respondent 84% respondent are male and

16% female.


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TABLE NO. 5.3

Analysis of Respondents according to Monthly Income

Sr.

No.

Income Group

(Rs.)

No. Of

Respondents

% of

Respondents

1 5000 -10000 26 26%

2 11000-15000 7 7%

3 16000-20000 21 21%

4 21000-Onward 10 10%

5 None 38 38%

Graph No. 5.3

Interpretation Out of 100 respondent 38% of respondent belong no

Income group and another 26% belong to income group of 5000-10000

and 21% belong to income group 16000-20000 while rest 10% & 7%

belong to income group 21000-onward and 11000-15000 respectively.


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TABLE NO. 5.4

Analysis of Respondents according to Occupation

Sr.

No.

Occupation No. Of

Respondents

% of

Respondent

1 Student 56 56%

2 Other 4 4%

3 Businessman 14 14%

4 Employee 26 26%

Graph No. 5.4

Interpretation Out of 100 respondent 56% are Student, 26% are

Employee, 14% are Businessman and rest 4% are belong to others.


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TABLE NO. 5.5

Analysis of Respondents according to Buying Motives for

Soft drink.

Sr.

No.

Reasons No. Of

Respondent

% of

Respondents

1 Thrust 10 10%

2 Refreshment 12 12%

3 Complementary 53 53%

4 Enjoyment 25 25%

Graph No. 5.5

Intrepretation Out of 100 respondent 53% respondents are purchase

soft drink for Complementory another 25% for enjoyment while rest 12%

and 10% purchase for refreshment and Thrust.


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TABLE NO. 5.6

Analysis of Respondents according to preferences to

various type of soft drink.

Sr.

No.

Category of

soft drink

No. Of

Respondents

% of

Respondent

1 Strong soda added 32 32%

2 Light soda added 18 18%

3 Medium soda added 22 22%

4 Flavour added 28 28%

Graph No. 5.6

Interpretation Out of 100 respondent 32% of respondent like strong

soda added soft drink another 28% of respondent like flavour added soft

drink while remaining 18% and 22% of respondent like medium soda

added soft drink and Light soda added soft drink respectively.


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TABLE NO. 5.7

Analysis of Respondents according to buying motives while

Buying soft drink.

Sr.

No.

Factor No. Of

Respondents

% of

Respondent

1 Price 10 10%

2 Quality 64 64%

3 Availability 16 16%

4 Advertisement 10 10%

Graph No. 5.7

Interpretation The above analysis shows that 64% respondent

considering quality factor while buying soft drinks another 16%

respondent considering availability and rest 10% both considering price

and advertisement.


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TABLE NO. 5.8

Analysis of Respondents according to Knowledge about all

PepsiCo products

Sr. No. Factors No. Of

Respondents

% of Respondent

1 Yes 65 65%

2 No 35 35%

Table No. 5.8

Intrepratation Out of 100 respondent 65% of respondent knows about

all PepsiCo products and remaining 35% of respondent dont know about

all PepsiCo products.


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Table 5.9

Analysis of Respondents according to Purchase

Preferences to PepsiCo Products

Sr.

No.

Factor No. Of Respondents % of

Respondents

1 Yes 82 82%

2 No 18 18%

Table No. 5.9

Intrepratation The above analysis shows that 82% respondent give

purchase preference to PepsiCo products and remaining 18% respondent

give other soft drink brands.


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TABLE NO. 5.10

Analysis of Respondents according to preference to

different companies soft drink Brands.

Sr. No. Soft drink

Brands

No. Of

Respondents

% of

Respondent

1 PepsiCo 62 60.78%

2 Parle 12 11.76%

3 Coca-Cola 17 16.66%

4 Local Brands 11 10.78%

Table No. 5.10

Intrepretation The analysis shows that out of 102 respondent 60.78%

respondent use PepsiCo producrs another 16.66% respondent use Coca-

Cola products and while remaining 11.76% & 10.78% respondents used

Parle and Local Brands product respectively.


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TABLE 5.11

Analysis of Competitiveness of PepsiCo products

Sr. No. Factor No. Of Respondents % of

Respondent

1 Yes 78 78%

2 No 22 22%

Table No. 5.11

Intrepretation The analysis shows that 78% of respondent considered

PepsiCo products are compitative one and remaining not much confidentabout PepsiCo products.


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Table No. 5.12

Analysis of Competitors of PepsiCo

Sr. No. Soft Drink

brands

No. Of

Respondents

% of

Respondent

1 Coca Cola 77 77%

2 Local Brand 06 6%

3 Parle 13 13%

4 Macca-Cola 04 4%

Table No. 5.12

Intrepretation The analysis shows that 77% of respondent Considered

as Coca-Cola is strongest compititor of PepsiCo another 13% respondent

considered as Parle is strongest compititor while remaining 6% and 4%

respondents considered Local brand and Macca Cola is strongest

compititor respectively.


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TABLE NO. 5.13

Analysis of Respondents according to rating given by them

to PepsiCo Products as per their attributes.

Sr. No. Attributes No. Of Respondents % of

respondent

1 Taste 65 65%

2 Wide Range 12 12%


4 Packaging 07 7%

5 Price 09 9%

Table No. 13

Intrepretation The above analysis shows that 65% respondents Prefer

taste of PepsiCo products and remaining 21%, 9%, 7% & 7%

respondents prefers wide range of Pepsico product, Price of Pepsico

products, Packaging of PepsiCo products and availability of PepsiCo

products respectively.


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TABLE NO. 5.14

Analysis of Respondents givens preferences to different

PepsiCo products.

Sr. No. PepsiCo Products No. Of

Respondents

% of

Respondent

1 Pepsi 46 20.62%

2 Mirinda 39 17.48%

3 Tropicana 25 11.21%

4 7 UP 18 8.07%

5 Slice 26 11.65%

6 Pepsi Diet 26 11.65%

7 Mountain Dew 17 7.62%

8 Tropicana Twister 18 8.07%

9 Gatorade Soft drink 4 1.79%

10 Duck 4 1.79%

Table No. 5.14

Intrepretation The analysis shows that 20.68% respondents prefer

Pepsi, 17.48 respondent prefer Mirinda, 11.21 respondents prefer

Trppicana, 8.07% respondents both prefer 7UP and Tropicana Twister,

11.65 respondents both prefer Slice and Pepsi Diet, 7.62% respondent

respondents prefer Mountain Dew and remaining 1.79% respondent both

prefer Gatrod soft drink and duck respectively.


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TABLE NO. 5.15

Analysis of Respondents according to factors which attract

them to buy PepsiCo Products.

Sr. No. Factor No. Of

Respondent

% of

Respondent

1 Taste 65 65%

2 Price 11 11%

3 Packaging 05 5%

4 Advertisement 14 14%


Table No. 5.15

Intrepretation The analysis shows that 65% respondents attrected to

buy PepsiCo products by Taste other 14% respondents attrected to buyby

Advertisement, 11% of respondents attrected to buy PepsiCo products by

Price and remaining 5% both attrected to buy PepsiCo Products by

Packaging and Availability respectively.


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TABLE NO. 5.16

Analysis of Respondents according to various factors

considered while Buying PepsiCo Products.

Sr.

No.

Factors No. Of

Respondents

% of

Respondent

1 High Quality 32 30.18%

2 Unique Taste 48 45.28%

3 Availability 10 9.43%

4 Reasonable Price 09 8.49%

5 Packaging 07 6.60%

Table No 5.16

INTREPRETATION The analysis shows that 45.28% respondents

like PepsiCo products because of Unique taste other 30.18% respondent

like PepsiCo products because High Quality and remaining 10%, 9% and

7% respondents like PepsiCo products because of availibility,

Reasonable price and Packaging.


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TABLE NO. 5.17

Analysis of Influences who Motivates Respondents to

purchase PepsiCo Products.

Sr.

No

Factors No. Of

Respondent

% of

respondent

1 Friends 33 33%

2 Our Self 45 45%

3 Social Influence 09 9%

4 Family Members 13 13%

5 Brand Ambassadors 09 9%

Table No. 5.17

Intrepretation The analysis shows that 45% respondents motivate to

purchase PepsiCo products by Our-self, 33% respondents motivates to

purchase PepsiCo products by Friends and remaining 13% and 9% both

respondents motitate to purchase PepsiCo products by family members,

Brand ambassadors and Social influance respectively.


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TABLE 5.18

Analysis of Respondents according to Seasonal Buying

Behaviour.


Respondent

% of

Respondent

1 Yes 68 68%

2 No 32 32%

Table No. 5.18

Intrepretation The analysis shows that 68% respondent purchase

Pepsico products in perticular Season or festival and remaining 32%

respondentts purchase PepsiCo products in any season or period.


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TABLE NO. 5.19

Analysis of Price Competitiveness of PepsiCo Products.


Respondents

% of

Respondent

1 Yes 81 81%

2 No 19 19%

Table No. 5.19

Intrepretation The analysis shows that the 81% respondents

considered as price of PepsiCo products are compitative one and

remaining 19% respondent are not confident about pricing strategy of

Pepsico products.


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TABLE NO. 5.20

Analysis of Availability of PepsiCo Products


Respondents

% of

Respondent

1 Yes 86 86%

2 No 14 14%

Table No. 5.20

Intrepretation The analysis shows that 86% says the PepsiCo products

are easily available and according to 14% respondent PepsiCo products

are not easily available.


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TABLE NO. 5.21

Analysis of Respondents Opinion about PepsiCo Retail

Shops in Akola District.

Sr.

No.

Quantity of Retail

Shops

No. Of

Respondents

% of

Respondent

1 Large in No. 45 45%

2 Medium in No. 38 38%

3 Small in No. 13 13%

4 Rarely Found 04 4%

Table No. 5.21

Intrepretation The analysis shows 45% respondent considered the

quentity of Pepsico retail shops is Large in no. Other 38% respondent

considered it is Medium in no. and remaining 13% & 4% respondent

considered it is Small in no. and rerely found.


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Chapter 6.

CONCLUSIONS AND SUGGESITIONS

6.1 Conclusions on the basis of questioner.

1) The most of respondents are found in age group between 16yrs-25yrs

and minimum respondents are found in 41yrs-onward.

2) Male respondents are found more interest to buy soft drinks than female

respondents.

3) More than 1/3 rd respondent have non income. Most of the respondent in

between 5000-10000 and 16000-20000 income group.

4) The student respondents are found in large numbers, followed byEmployee and others are few.

5) Maximum respondent generally purchase soft drink for Complementary,

than second Enjoyment and very few for thrust and refreshment.

6) Most of the respondents like Strong soda added soft drinks and flavours

added also remaining types are in near about same proportion.

7) Most of the respondents gives importance to Quality of soft drinks and

remaining respondents are give importance other factors in sameproportion.

8) Most of the respondents are know about all PepsiCo products.

9) Maximum respondents gives purchase preferences to PepsiCo products.

10) Most of the respondents are use PepsiCo products then remaining are use

other brands in same proportion.

11) Maximum respondents considered PepsiCo products are competitive.

12) Coca-cola is the strongest competitor of PepsiCo.

13) Most of the respondent prefer unique taste of PepsiCo products rather

than other attributes.

14) Most of the respondents gives preference to Pepsi, than followed by

Mirinda, then Slice & Pepsi Diet, then Tropicana and so on.

15) While buying PepsiCo products maximum respondents attracts taste of

the product.

16) Most of the respondents like PepsiCo because of its Unique Taste and

High quality.


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17) Respondents motivates to purchase PepsiCo by our self, followed by

Friends and other influences affects very few.

18) Maximum respondents purchase PepsiCo products in particular season

or festival.19) Most of respondents considered price of PepsiCo products are

competitive.

20) PepsiCo products are easily available, few respondents are considered it

is not easily available.

21) In Akola dist. Most area PepsiCo retail shops are available in large no.

and some area it is in medium in nos. In few are it is small in nos or

rarely found.

6.2 SUMMRIZED CONCLUSIONS

1) Most of the customer purchase PepsiCo products for complementary and

enjoyment and few customers are purchase for refreshment and thirst.

2) According to customers PepsiCo products are competitive one.

Customers prefers PepsiCo product because of High quality and Uniquetaste and pricing of PepsiCo products is Competitive one means it is in

reasonable prices.

3) The customers are more aware about soft drinks. Customers are prefer

specific type of soft drink. The customer focus on different factor while

buying soft drinks, most of the customers have information about all

PepsiCo products and while purchasing soft drinks the customer gives

important to attributes of soft drinks.

4) According to wholesaler and retailer distribution strategy of PepsiCo is

very good. Most of the times Company used decentralised distribution

strategy and Company is prompt in its services.

5) As per research PepsiCo is Market Leader in soft drink industries in

Akola Dist.


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6.2 SUGGESSIONS

1) PepsiCo should make Bottle be clean and attractive. Variety of flavoursshould be developed.

2) For best services PepsiCo should require increase the number of

wholesaler and retailer.

3) For gain more market shear various fruit flavours & taste should be

added in the range of PepsiCo products.

4) PepsiCo should make a stock of products in small shops.

5) By doing market survey prepare the master forecast for the quality

improvement & productivity.

6) PepsiCo sales will also increasing, if they made better and better

improver in there services and maintain it.

7) PepsiCo should make arrangement the products are available any time,

any where and in different range.

8) PepsiCo should concentrate improvement on quality and taste as the

controversies raised in the yester years.

9) For gaining more market share PepsiCo should be require to launch ice

cream products in different verities.

10) PepsiCo should increases competition from Coca-Cola.


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Chapter 7.

BIBLIOGRAPHY

1) Murty TVS, Research Methodology, Latest Edition, S.S.G.M.C.E.

Publication, Shegaon, 2003

2) Kotler Philip & Koshey , Marketing Management, 13th

Edition, Tata

Magrahill Publication, New Delhi, 2003

3) Schiffman and Kanuk, Consumer Behaviour, Revised Edition,

London, 2001.

4) http/:www.maharashtrastate.com/akoladist/info

5) http/:www.pepsico.com/pepsicoinfo/

6) http/:www.pepsicoindia.com/pepsicoinfo

7) http/:www.wikkipidiaencyclopedia.com/pepsico/info

8) PepsiCo Detailer, PepsiCo India Pvt. Ltd., New Delhi, year 2007


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QUESTIONNAIRE

Dear Respondent,

I, Mr. Sachin S. Bhatkar student of Department of Business

Administration & Research, S.S.G.M.C.E., Shegaon is going to conduct aresearch study on To study the customer preferences towards PepsiCo

products in Akola district. It is a part of my academic curriculum.

So kindly fill up the following questionnaire & co-operate with me for

the completion of my project.

1) Name of respondent

2) Age

a) 5yrs 15 yrs [ ] c) 26Yrs 40 Yrs [ ]

b) 16 Yrs 25 Yrs [ ] d) 41 Yrs Onward [ ]

3) Gender

a) Male [ ] b) Female [ ]

4) Monthly income

a) 5k 1ok [ ] c) 10k 15k [ ]

b) 15k 20k [ ] d) 20k onward [ ]

5) Occupation

a) Student [ ] c) Business man [ ]

b) Other [ ] d) Employee [ ]

6) Generally, you purchase soft drink for.

a) Thrust [ ] c) Refreshment [ ]

b) Complimentary [ ] d) Enjoyment [ ]

7) Which soft drink do you like most?

a) Strong soda added [ ] c) Medium soda added [ ]

b) Light soda added [ ] d) Flavour added [ ]

8) Which of the following factor you will consider while buying soft drink?

a) Price [ ] c) Availability [ ]

b) Quality [ ] d) Advertisement [ ]

e) Any other (Please specify )

9) Do you know about the all PepsiCo products?

a) Yes [ ] b) No [ ]


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10) Do you purchase PepsiCo products?

a) Yes [ ] b) No [ ]

11) Which company Products (Soft drinks) do you use?

a) PepsiCo [ ] c) Coca-Cola [ ] b) Parle [ ] d) Local Products [ ]

12) Do you find PepsiCo product competitive one?

Documents

Pepsi Co Question