Soft Drink Project1

8/6/2019 Soft Drink Project1

1/29

MMAANNIIPPAALLIINNSSTTIITTUUTTEEOOFF

MMAANNAAGGEEMMEENNTT

TTOO SSTTUUDDYY TTHHEE CCOONNSSUUMMEERR BBEEHHAAVVIIOORR TTOOWWAARRDD SSOOFFTT DDRRIINNKKSS!!

By:

Jagannath Baranwal 091203004

Submitted to

Dr.Manjunatha Prasad

To Dept of Management Studies

Manipal.


2/29

ACKNOWLEDGEMENT

I would like to offer my sincere thanks to Dr.K.V.M.Varambally, Director, Manipal

Institute of Management, for the opportunity he has provided us to carry out a mini

project, in this process of learning and experience which helps to carry out summer project

in future.

I express my sincere thanks to our internal guide Prof. Manjunatha Prasad, Faculty,

Manipal Institute of Management.

It is very difficult to name a few people who have been of great help. Therefore, I would

like to thank all those whom we covered in the survey and others behind the curtains. I

express my profound gratitude and thanks to all individuals who have been extremely

inspirational and have helped in the completion of this research study.

It gives me immense pleasure to acknowledge and thank all those who have given

consistent guidance, advice and encouragement in my endeavor.


3/29

DECLARATION

This is to declare that the work entitled To Study the consumer behavior toward soft drinks

in Manipal is done on original basis. I carried out the study during the month of March

2010 in Manipal, as a mini project.

This work was done under the guidance and supervision of our faculty guide,

PROF. MANJUNATH PRASAD.

PLACE: MANIPAL

DATE: 28.03.2010


4/29

INDEX

Sl.No Contents Page No

1.Introduction

a) Objective of the study

b) Research question

05-06

2.Research methodolgy

2.1 Research design:

Descriptive type-

2.2 Sampling design:

a) Type of population:

b) Sampling unit:

c)Parameter of interest:

2.2) Statistical tool :Descriptive type

2.3 Sampling:

a) Data-

b) Data collecting instrument-

2.4 Scaling technique:

2.5 Limitation of study

07-09

3.Data analysis

a) FrequencyTableb) Cross Tabulation& Chi-square test

10-23

4.Conclusion 24

5. Questionnaire 25


5/29

Chapter-1

INTRODUCTIONThe major constituent of our body is fluid ,it is an essential requirement that

need to be fulfilled. in modern life there are different kind of soft drinks are

available in market such as carbonated drinks milk product juice and fruit

drinks . Now days these drinks have been part of the life of all of us, we all are

well aware of these words.

1. Taste the thunder2. Ye Dil mange more3. Yeh hai youngisthan meri jaan4.Do the DEW5.Amul taste ofIndia

Today soft drink not only reduce the thirst but also Has become style

and fashion .My Interest of survey is to know what people like most about soft

drinks and what attracts them toward these products .


6/29

OBJECTIVE:

1) To understand consumer perception toward soft drinks.

2) To understand purchase behaviour of consumer.

3) To understand relationship between demography of population and

purchase behaviour.

4) To understand what people prefer most towards soft drinks.

RESEARCH QUESTIONS:

1) What are the factors attracting people towards soft drinks?

2) What are the factors influencing peoples choice?

3) What people looks for in these product?

4) What is the preference of people?

5) What is the criteria for selection?


7/29

Chapter-2

METHODOLOGY

RESEARCH DESIGN:

Descriptive type- describe data and characteristics about people.

-survey and fact finding enquiries.

SAMPLING DESIGN:

Type of population: infinite

Sampling unit: geographical sampling unit[manipal].

Parameter of interest: most popular soft drinks among people. criteria of

selection of selection of soft drinks by people.

SAMPLING: Random probability sampling-

A sample size of170 consumer was selected from Manipal .

where, e = 0.1

Z = 1.96 at 95% confidence level; = 4/6

S.D= Range of population

6

Range = difference between highest and lowest score

Sample size- 170 having history of consuming soft drinks.

Data- primary.

Data collecting instrument- questionnaire.

Scaling technique: rating scale.


8/29

STATISTICAL TOOLS:` Descriptive study concerned with characteristics of a particular individual, group.

` Gives answer to WHAT is

The most common ways to collect information for descriptive research include surveys,

interviews, observations .These may be used singly or in various combinations depending

on the research question to be address.

` Involves collection of information from sample of respondents only once

` Cross-sectional designs

` Could have a single cross-sectional design (only one sample) or multiple cross-

sectional design (many samples of respondents)

` Most popular design in marketing research

` Example: Sample surveys

` Longitudinal Designs

` A fixed sample of the population is measured repeatedly, i.e., same respondents

studied over time

` Large amounts of data can be collected but can be expensive

` Useful for tracking changes in consumer attitudes and behaviour over time

` Example: Diary panel data.


9/29

Limitation of the study:

1) Some of respondents refuse to fill the questionnaire.

2) Responses may vary as some of people did not want to come with real

answer.3) Limitation of time.

4) Small sample size.

5) Personal bias of respondents limit the scope of study.

6) Survey is conducted only in manipal hence results may vary in other part.


10/29

Chapter-3

ANALYSIS ON PREFERENCE OF PEOPLE TOWARDS SOFT DRINK IN MANIPAL

Frequency table

Gender of consumer(3.1a)

Frequency Percent Valid PercentCumulative

Percent

Valid Male 112 65.9 65.9 65.9

Female 58 34.1 34.1 100.0

Total 170 100.0 100.0

Gender of consumer

34.1%

65.9%

female

male

Inference:- The study was performed on 170 people which were randomly selected in thatmajor portion is covered by the male that is 65.9% and female with 34.1%.


11/29

Consumers occupation(3.2a)


Percent

Valid Profe

ional

23 13.5 13.5 13.5

Bu

ine

man22 12.9 12.9 26.5

ervice 23 13.5 13.5 40.0

tudent 90 52.9 52.9 92.9

other 12 7.1 7.1 100.0

Total 170 100.0 100.0

Con umer' occupation

7.1%

52.9% 13.5%

12.9%

13.5%

other

tudent

ervice

bu

ine

man

profe

ional

Inference:- Out of 170 people surveyed the major portion is covered by the student 52.9%and followed by professional and service person with 13.5% and businessman with 12.9%and other w


12/29

Consumers age group(3.3a)


Percent

Valid 15-20 78 45.9 45.9 45.9

20-25 57 33.5 33.5 79.4

25-30 12 7.1 7.1 86.5

30-4011 6.5 6.5 92.940-50 12 7.1 7.1 100.0

Total 170 100.0 100.0

Consumer's age group

7.1%

6.5%

7.1%

33.5%

45.9%

40-50

30-40

25-30

20-25

15-20

Inference:- The 170 people surveyed and there age was found to be 15-20 years with45.9%,20-25 years with 33.5%, 25-30 years and 40-50 years with 7.1% and 30-40 yearswith 6.5%.


13/29

Kind of soft drink preferred by consumer(3.4a)


Percent

Valid car

onated( e i coke etc) 85 50.0 50.0 50.0

non

car

onated43 25.3 25.3 75.3

milk roduct 14 8.2 8.2 83.5

ener y drink 9 5.3 5.3 88.8

fruit juice 19 11.2 11.2 100.0

Total 170 100.0 100.0

Kind of oft drink referred y con umer

11.2%

5.3%

8.2%

25.3%

50.0%

fruit juice

ener

y drink

milk

roduct

non car

onated

car

onated(

e

i cok

Inference:- Out of170 people the kind of soft drink preferred by the people are carbonated(50%), non

carbonated(25.3%), fruit juice (11.2%), milk products (8.2%)and energy drinks (5.3%).


14/29

Why people prefer soft drink(3.5a)


Percent

Valid Thir t 90 52.9 52.9 52.9

Ener y 11 6.5 6.5 59.4

Style 34 20.0 20.0 79.4

a ion 23 13.5 13.5 92.9Other 12 7.1 7.1 100.0

Total 170 100.0 100.0

Why eo le refer oft drin

7.1

13.5

20.0

6.5

52.9

other

a

ion

tyle

ener

y

thir

t

Inference:- 52.9% people purchase soft drink because they are thirsty, 20.0% purchase forstyle, 13.5% purchase for passion, 6.5% purchase for energy and 7.1% purchase for otherpurpose.


15/29

Consumers buying reason(3.6a)


Percent

Valid rand name 79 46.5 46.5 46.5

ta te and

flavour46 27.1 27.1 73.5

ea yavaila ility

23 13.5 13.5 87.1

rice 11 6.5 6.5 93.5

randam a ador

11 6.5 6.5 100.0

Total 170 100.0 100.0

Cons r's b ng r son

6.%

6.%

! " . %

#

$ . ! %

%

6. %

br&

nd& '

b&

ss&

dor

pr(

)

0

0 &

s1

&

2

&

(

3

&

b(

3

(

t1

t&

st0

&

nd f3&

2 our

br&

ndname


16/29

Inference:- Consumers buying reason for soft drink, major people i.e 46.5% on brand name, 27.1% on

taste and flavor, 13.5% for easy availability, 6.5% on price, 6.5% on brand ambassador.

Package preferred by consumer(3.7a)


Percent

Valid 4 la 5 tic6 ottle

44 25.9 25.9 25.9

7 la 5 5 6 ottle

35 20.6 20.6 46.5

metalcane

69 40.6 40.6 87.1

tetra 4 ack 22 12.9 12.9 100.0

Total 170 100.0 100.0

Packa e referred y con umer

12.9%

40.6%

20.6%

25.9%

tetra 8 ack

metal cane9

la@ @

A

ottle

8la

@tic

Aottle

Inference:- The most convenient package preferred by consumer is metal cane (40.6%),and followed

by glass bottle (20.6%), plastic bottle (25.9%), and tetra pack (12.9%).


17/29

Reason to attract towards advertisement(3.8a)


Percent

Valid creativityB lo C an

20 11.8 11.8 11.8

D randam D a B B ador

100 58.8 58.8 70.6

idea ofadverti B in C the meB B a C e

34 20.0 20.0 90.6

frequency ofadd

2 1.2 1.2 91.8

loCical

reaB onin C 14 8.2 8.2 100.0

Total 170 100.0 100.0

Inference: Reason to attract consumer towards advertisement is as brand ambassador 58.8%,idea ofadvertising 20%,creativity 11.8%,logical reasoning 8.2% and frequency of add 1.2%.

Rea on to attract toward adverti ement

8.2E

1.2E

20.0E

58.8E

11.8E

loF

ical reaG

oninF

frequency of add

idea of advertiG

inF

H

rand amH

aG G

ador

creativityG

loF

an


18/29

Time of consumption(3.9a)


Percent

Valid morninI 15 8.8 8.8 8.8

afternoon 45 26.5 26.5 35.3

evenin I 20 11.8 11.8 47.1

niIht 14 8.2 8.2 55.3

noP Q

ecifictime

76 44.7 44.7 100.0

Total 170 100.0 100.0

Inference:- The view of consumer on the consumption of the soft drink on the basis of timeis as follow , No specific time 44.7%, evening 11.8%, afternoon 26.5%, morning 8.8%,night 8.2%.

Time of con um tion

44.7R

8.2R

11.8R

26.5R

8.8R

noS T

ecific time

niU

ht

eveninU

afternoon

morninU


19/29

Crosstabs

Case Processing Summary

CaV eV

Valid Mi V V in W Total

N Percent N Percent N Percent

W ender * if yeV what 170 100.0X 0 .0 X 170 100.0X

occu Y ation * if ye V what 170 100.0X 0 .0 X 170 100.0X

a W e * if yeV what 170 100.0X 0 .0 X 170 100.0X

Gender of consumer's* Kind of soft drink preferred by consumer(3.1b)

if ye what

Totalcara onated( b e

b i coke etc)non

cara onated milk b roduct enerc y drink fruit juice

d ender Male Count 70 7 14 6 15 112

Exb ectedCount

56.0 28.3 9.2 5.9 12.5 112.0

female Count 15 36 0 3 4 58

Exb ectedCount

29.0 14.7 4.8 3.1 6.5 58.0

Total Count 85 43 14 9 19 170

Exb ectedCount

85.0 43.0 14.0 9.0 19.0 170.0

Most of the male prefer carbonated drink while female prefer non-carbonated drink.

Null hypothesis : Gender of consumers andKind of soft drink preferred by them are independent.

Alternative hypothesis : Gender of consumers and Kind of soft drink preferred by them are dependent.

Chi-Square Tests


20/29

Value dfA

eym

f. Si

g.

(2- e ided)

Peare on Chi-Square 66.024(a) 4 .000

Likelihood Ratio 69.775 4 .000Linear- h y-Linear

Ae e

ociation

.039 1 .844

N of Valid Ca e ee 170

a 2 cell e (20.0 i ) have exf ected count lee e than 5. The minimum exf ected count i e 3.07.

Inference:- We reject the null hypothesis since significance level is less than .05 and accept the alternative

hypothesis that gender of consumers and kind of soft drink preferred by them are dependent.

Most of the male prefer carbonated drink while female prefer non-carbonated drink.

Crosstabs

Consumer's occupation *Kind of soft drink preferred by consumer(3.2b)

gender

femalemale

Count

80

60

40

20

0

if yep

what

carq

onated(r

er s

i cok

e etc)

non carq

onated

milkr

roducts

energy drinks

fruit juice


21/29

Most of the consumer prefer the carbonated drink.

Null hypothesis: Consumer occupation and kind of the soft drink preferred by them are independent.

Alternative hypothesis : Consumer occupation and kind of the soft drink preferred by them are

dependent.

Inference: We reject the null hypothesis since significance level is less than .05 and accept the alternative

hypothesis that consumer occupation and kind of soft drink preferred by them are dependent.

Crt

u u

tv

w

12 2 2 3 4 23

11.x x

.y

1.

1.2 2. 23.

x

3 2 3 22

11.

x

. 1.y

1.2 2.x

22.

2 7 2 3 23

11.x x

.y

1.

1.2 2. 23.

x x

22 2 2 9 90

45.0 22.y

7.4 4.y

10.1 90.0

0 12 0 0 0 12

6.0 3.0 1.0 .6 1.3 12.0

85 43 14 9 19 170

85.0 43.0 14.0 9.0 19.0 170.0

Count

t

Count

Count

t

Count

Count

t

Count

Count

t

Count

Count

t

Count

Count

t

Count

rof

ional

ussinessman

ser i e

student

ot

er

occupation

Total

car

onated(p

epsi cokeetc)

non

car

onated milkproducts ener

drinks fruit juice

if es

at

Total

Chi-

r

t

68.599a 16 .000

62.991 16 .000

4.897 1 .027

170

PearsonChi-

uare

Likelihood Ratio

Linear-

j

-Lineark

ssociation

Nofl

alidCases

Value df

k

symp.

im

.

(2-sided)

14cells (56.0%) haveexpectedcount less than5. The

minimumexpectedcount is .64.

a.


22/29

Most of the student prefer carbonated drink , and the service man prefer the milk products.

Crosstabs

Consumer's age group * Kind of soft drink preferred by consumer(3.3b)

occunation

othero

tudent

o

ervice

uo o

ineo o

man

rofeo o

ional

Count

60

50

40

30

20

10

0

if ye

what

car

onated(

e o

i cok

e etc)

non car

onated

milk

roducto

energy drinko

fruit juice


23/29

The age limit from 15-20 and 20-25 prefers carbonated drinks.

Null hypothesis: Consumer age group and kind of soft drink preferred by them is independent.

Alternative hypothesis: Consumer age group and kind of soft drink preferred by them is dependent.

Inference: We reject the null hypothesis since significance level is less than .05 and accept the alternative

hypothesis that consumer age group and kind of soft drink preferred by them are dependent.

Cr

t

39 22 2 6 9 78

39.

9.7 6. . 8.7 78.

37 7 3 3 7 57

28.5 14.4 4.7 3.

6.4 57.

12 0 0 0 12

6.0 3.0 1.0 .6 1.3 12.0

9 0 2 0 0 11

5.5 2.8 .9 .6 1.2 11.0

0 2 7 0 3 12

6.0 3.0 1.0 .6 1.3 12.0

85 43 14 9 19 170

85.0 43.0 14.0 9.0 19.0 170.0

Countz

{ |

}

ct}

~ Count

Countz

{ |

}

ct}

~Count

Countz

{ |

}

ct}

~Count

Countz

{ |

}

ct}

~ Count

Countz

{ |

}

ct}

~ Count

Countz

{ |

}

ct}

~Count

15-20

20-25

25-30

30-40

40-50

age

Total

car onated(|

epsi cokeetc)

non

car onated milk products energydrinks fruit

uice

ifyes at

Total

Chi-

r

t

100.386 a 16 .000

88.573 16 .000

2.369 1 .124

170

PearsonChi-

uare

Likelihood Ratio

Linear-

y-Linear

ssociation

NofValidCases

Value df

symp.

ig.

(2-sided)

15 cells (60.0%) haveexpected count less than5. The

minimumexpected count is .58.

a.


24/29

The consumer with the age limit between 15-25 preferred carbonated drinks.

age

40-5030-4025-3020-2515-20

Count

50

40

30

20

10

0

if yes what

car

onated(

e

si cok

e etc)

non car

onated

milk

roducts

energy drinks

fruit juice


25/29

Conclusion

From the analysis of data collected I have reached the following conclusion

1. Male consumer were 65.9% and female were 34.1%.

2. Most of consumer were student 52.9% and followed by professional and

service person with 13.5% and businessman with 12.9%.

3. Most of the consumer were found in age group 15-20 years with

45.9%,20-25 years with 33.5%, 25-30 years and 40-50 years with 7.1% and

30-40 years with 6.5%.

4. The kind of soft drink preferred by the people are carbonated(50%), non

carbonated(25.3%), fruit juice (11.2%), milk products (8.2%)and energy

drinks (5.3%).

5. 52.9% people purchase soft drink because they are thirsty, 20.0%

purchase for style, 13.5% purchase for passion, 6.5% purchase for energy

and 7.1% purchase for other purpose.

6. Reason to attract consumer towards advertisement is as brand

ambassador 58.8%,idea of advertising 20%,creativity 11.8%,logical

reasoning 8.2% and frequency of add 1.2%.

7. The view of consumer on the consumption of the soft drink on the basis

of time is as follow , No specific time 44.7%, evening 11.8%, afternoon

26.5%, morning 8.8%, night 8.2%.

8. I came to conclusion that visibility affect the sales in a very special way

and in term of advertisement the brand ambassador ,creativity,Idea of

sending message is most attracting feature.

9. In todays scenario customer is the King he has got various choice aroundhim they prefer their taste and price


26/29

STUDY ON CONSUMER BEHAVIOR TOWARDS SOFT DRINK

QUESTIONNAIRE..........

Name :

Sex:- male female

Age:-

1) 15-20 2) 20-25 3) 25-30

4) 30-40 5) 40-50

Occupation:-

1) Professional 2) Businessman 3) Service

4) Student 5) Other

Q1) Do you prefer soft drinks?

a) Yes b) No

Q2) If yes , what?

a) Carbonated {pepsi,coke,thumsup,sprite,7up}

b) Non-carbonated {maja,slice,fruity}

c) Milk products.

d) Energy drinks.

e) Fruit juices.

Q3) Why do you drink for?

a) Thirst b) Energy c) Styled) Passion e) Other

Q4) Do you give a look on ingredients and calorie value?

a) Always b) Often c) Occasionally

d) Rarely e) Never

Q5) What is your weekly consumption?


27/29

a) 1-5

b) 5-10

c) 10-20

d) 20-30

e) More than 30.

Q6) What do you prefer most about soft drinks before purchase?

a) Brand name b)Taste-flavour c) Easy availability

d)Packaging e)Price f) Brand ambassador

Q7) What package do you prefer?

a) Plastic bottles

a) Glass bottles

b) Metal cane

c) Tetra-packs

d) Other

Q8) What attract you in advertisement?

a) Creativity-slogan

b) Brand ambassador

c) Idea of advertising the message

d) Frequency of add

e) Logical reason

Q9) Upto what extent brand name effect your purchase of sofdrink?

a) I Always see brand name

b) I prefer my brand name

c) It doesnt matter

Q10) Upto what extent taste and favour effect your choice?

a) I always go with my taste

b) I prefer my taste

c) It doesnt matter

Q11) Does the availability of soft drink affect your purchase?

a) Strongly agree

b) Agree

c) Neutral

d) Disagree

e) Strongly Disagree

Q12) Does the price of product affect your Purchase of soft drink?

a) Always


28/29

b) Often

c) Occasionally

d) Rarely

e) Never

Q13) Does the brand ambassador affect your purchase of soft drink?

a) Always

b) Often

c) Occassionally

d) Rarely

e) Never

14) When do you prefer to have soft drink?

a) Morning

b) Afternoon

c) Evening

d) Night

e) No specific time


29/29

Documents

Soft Drink Project1