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CONSUMER PERCEPTION/BEHAVIOUR

TOWARDS COCA COLA

By PGDMLM, Group No.1.

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Company Profile A multinational Company. Incorporated in 1892, by Asa Chandler. Chairman CEO Atul

Offers nearly 400 brands in over 200 countries or territories andserves 1.5 billion servings each day. The Coca-Cola Company owns four of the top five soft-drink brands(Coca-Cola, Diet Coke, Fanta, and Sprite) , Thumps-Up & Mazaa. The Coca-Cola Company is headquartered in Atlanta, Georgia. After 1977 Coca-Cola re-entered the Indian market on 26th October1993. In India its distribution network consisting of more 700,000 retailoutlets and 8000 distributors. Number of employees 90,500.

Neville Isdell Muhtar Kent SinghCEO

India

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Objectives To know Consumer Perception. To analyze Customer Choice.

Market Reputation.

Customer Expectation.

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Research Methodology

Concept

Development/

Format Designing

Consumers(End

User) 1st

Questionnaire

(Retailers) 2nd

Questionnaire

(Stockiest) 3rd

Questionnaire

Collection of

Company Data

Field Work

Data Compilation

Analysis & Editing

Finally Project Report

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Analysis and Interpretation

The Brand Image of coca cola

among girls are very wellknow. And amongst boys itsavg because they take softdrinks with hard drinks.

Out of 4 choices 3 are of cocacola products.

Pet bottles are preferred byconsumer.

Favorite flavor among girls isMaaza followed by fanta.

Girls generally not drink strongtaste, but boys like strong tasteor flavor.

So amongst boys thumps up &

coca cola are favorite flavor insoft drinks.

31.3

25.0

21.9

12.5

9.4

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Maaza Fanta Thums up Sprite Limca

Favorite Flavor in coca cola

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From respondents wecan conclude that peoplegenerally take soft drinksin 3-4 days.

Followed by weekly andmonthly basis.

From the retailer sanalysis we concludethat there is a lot of

business for thembecause of frequentlyconsumption bystudents.

Maaza ranked highestamong coca cola brands.

12.73

25.45

23.64 21.82

16.36

0.00

5.00

10.00

15.00

20.00

25.00

30.00

1-2 days 3-4 days Weekly Monthly Occasionaly

How Often Consumer Take Soft

Drinks

Ranks Brands

1 Maaza

2 Thums up

3 Coca cola

4 Sprite

5 Limca

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Findings & Suggestion

Stockiest accept coca cola as the bestbrand, but still they have lot of thingsto share with the company.

Stockiest perception was thatcompany doesnt give any insuranceto them (Life, accident etc.).

If the bottles are found broken orfound damage they are not returnedfor stockiest.

Stockiest & Retailers perception

towards co. marketing executives :Partiality.

Because of this partiality one of theretailer gave up the Coca businessand opted Pepsi for retailing.

We found that there is demand forcoke brands through out the year.

Companies must take care of notonly of its customers, but also to itsretailers and distributors.

Retailers perception was thatstockiest do not allow credit. Theysuggest that there should be atleast1-2 bill due.

As recession is going. Thereforecompany must come up withStrategies that can help inincreasing the number of stockiestrather decreasing.

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Some of the Consumer Behaviour/Perception

Criticism

Demonstration against Coca Cola

Pesticides

Decrease in Water Level.

Behaviour/Perception That Companies Try to Make

Participating in Festivals

Sports- Cricket Advertisement

Social Actitivities

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Finally

An Advertisement which was awarded The

Advertisement of the Year.

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