Professional Documents
Culture Documents
OF
WINTER PROJECT
ON
ANALYSIS OF BRAND PREFERENCE OF SOFTDRINKS IN THE GLOBAL MARKET
AKNOWLEDGEMENT
First & foremost, I am very thankful to Ms.Rupali (Project Guides) who shown keen interest in project and guided me in project work. Further, I would also like to thank all the Peoples of Panipat and that all are responded to survey, without whom it would be impossible for me to complete the project. Last but not the least, my sincere regards to Mrs. Pooja Walia (H.O.D, MBA Deptt.) and all faculty members of N.C College Of Engineering Israna (Panipat)for their pain stalking supervision and down right suggestions which brought a lot of confidence in me to complete this dissertation report.
EXECUTIVE SUMMARY
One of the most competitive market in the world at present is the soft drink market in which crores of rupees on advertisement and other promotion activities are being spent.It is one of the many sectors ,registering steady growth over a hundred years throughout the world .In India the soft drink industry is flourishing well with a wide range of brands comprising both popular-international ,national & regional branded soft drinks. In present investigation , the impact of globalisation on brand preference of soft drinks & the factor determining the brand preference are studied. Primary data has been collected regarding present study of soft drinks through questionnaire in Panipat city.
DECLARATION
I, Swati Kathpal, hereby declare that the Dissertation on Analysis of Brand Preference of Soft Drinks in Global Market, Panipat assigned to me for the requirement of partial fulfillment of Master of Business Administeration (MBA) under Kurukshetra University, Kurukshetra. It is the original work conducted by me and data provided in this study is authentic to the best of my knowledge and belief. This report is not submitted to any other institute or university for the award of any other degree.
INDEX
CONTENTS
AKNOWLEDGEMENT EXECUTIVE SUMMARY DECLARATION INTRODUCTION TO TOPIC SOFT DRINK INDUSTRY & ITS BRANDS OBJECTIVE OF STUDY RESEARCH METHODOLOGY ANALYSIS & INTERPRETATION RESULTS & DISCUSSIONS LIMITATIONS OF STUDY CONCLUSIONS & SUGGESTIONS BIBLIOGRAPHY
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INTRODUCTION TO TOPIC
INTRODUCTION TO TOPIC
The Indian soft market is very wide & big to control ,as India has all types of seasons & different locations with different cultures . Soft drink industry is a massive industry with a stiff competition. All people , irrespective of their age & earnings , consume soft drinks & are interested in making their own choice of soft drink brand. In modern business world , due to the development of science & technology , many new brands of products flood the market every year. When the new brands enter into market , some consumer switch over to it. Hence, a study on brand preference becomes necessary. The purchase decision largely depends upon taste, quality, quantity, price, availability & the like. Due to globalisation , there are many soft drink brands available in the market such as:
INTERNATIONAL BRANDS
COCA COLA BRANDS Coca-cola Fanta Sprite Gold spot Limca Maaza Thumbs up PEPSI BRANDS
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NATIONAL BRANDS
TORINO BOVONTA
LOCAL BRANDS
EYE BRAND KALIMARK RUBY
In current scenario, where the competition is tough, consumer choose according to their own will & pleasure & hence there exists a preference of brand. The company can achieve the objectives & complete in the market, only when they satisfy the needs of the customer by taking into account their reasons for brand preference, factors influencing it, level of satisfaction, complaints & suggestions.
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The Pepsi Brand meet heavy competition with other Brands. 44.44% respondents prefer Pepsi 25.56% respondents prefer Mirinda 22.22% respondents prefer Slice
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27.69% respondents prefer Fanta 23.08% respondents prefer Coca-cola 18.46% respondents prefer Sprite 15.38% respondents prefer Maaza 7.70% respondents prefer Limca 6.15% respondents prefer Thums up 1.54% respondents prefer Gold Spot
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3. LOCAL BRAND PREFERENCE: The Local Brands of Soft Drinks face stiff competition after Globalisation . Because of the Globalisation many International Brands havecome into Local Market . The Local Brand preference is studied . LOCAL BRANDS: EYE BRAND KALI MARK RUBY Through survey it is analysed that: 57.14% respondents prefer Eye Brand 28.57% respondents prefer Kali Mark
14.29% respondents prefer Ruby
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To test the Hypothesis that there is no association between education & Brand , ANOVA is used .The investigation have concluded that between the Brands there is no difference . Thus F-Test shows that , there is no association between education of the respondents & their Brand preference .
INTERNATIONAL BRAND
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PEPSI
The company consist of frito-Lay North America , Pepsi co Beverages North America , Pepsi co International & Quaker Foods North America . Pepsi co brands are available in nearly 200 countries & territories & generate sales at the retail level of about $ 85 billion . Many of Pepsi cos Brand names are more than 100-years-old , but the corporation is relatively young . Pepsi co was founded in 1965 through the merger of Pepsi Cola & Frito-lay . Tropicana was acquired in 1998 & Pepsi co merged with Quaker Oats Company , including Gatorade , in 2001. Pepsi co offers product choices to meet a board variety of needs & preferences from Fun -for -you items to product choices that contribute to heathier lifestyles . Pepsi cos mission is To be the worlds premier consumer products company focused on convenient foods & Beverages . They seek to produce healthy financial rewards to investors as they provide opportunities for growth & enrichment to their employees , their business partners & communities in which they operate . And in everything they strive for honesty , fairness & integrity . Pepsi Co is founded by Donald M. Kendall , President & Chief Executive Officer of Pepsi Cola & Herman W.Lay , Chairman & Chief Executive Officer of Frito-Lay , through the merger of two companies . Pepsi cola was created in the late 1890s by Caleb Bradham , a New Bern , N,C, Pharmacist . Frito-Lay , Inc. was formed by the 1961 merger of the FritoLay Company , founded by Elmer Doolin in 1932, & the H.W. Lay Company , founded by Herman W.Lay , also in 1932 . Herman Lay is Chairman of the Board of Directors of the new Company , Donald M . Kendall is President & Chief Executive Officer .The new Company reports sales $510 million & has 19000 employees .
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COCA-COLA
The product that has given the world its best known taste in Atlanta , Georgia , on May 8 , 1886 . Dr. John Stith Permberton , a local pharmacist , produced the syrup for Coca-cola R & carried a jug of the new product down the street to Jacobs Pharmacy , where it was sampled , pronounced excellent & placed on sale for five cents a glass asa soda fountain drink . Carbonated water was teamed with the new syrup to produce a drink that was Delicious & Refreshing a theme that continues to echo today wherever Coca-cola enjoyed . Thinking that the two Cs look well in advertising , Dr. Pembertons partner & bookkeeper Frank M. Robinson , suggested the name & penned the now famous trademark Coca-cola in his unique script . The first newspaper ad for Coca-cola soon appeared in The Atlanta Journal , inviting thirsty citizens to try the new & popular soda fountain Drink. Hand painted oilcloth signs reading Coca-cola appeared on store awnings , with the suggestion Drink added to inform passersby that new beverage was for soda foundation refreshment . During the first year , sales averaged a modest nine drinks per day . Dr. Pemberton never realized the potential of the beverage he created .
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OBJECTIVE OF STUDY
OBJECTIVE OF STUDY
# To study the profile of soft drink consumers. # To determine brand preference of soft drinks in the global environment. # To find out the factors influencing brand preference.
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RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
Research Methodology in a way is systematic representation of research or any other problem. It is a written game plan for conducting research. It tends to describe the step taken by a researcher in studying the research problem along with a logical background.
3. DESIGNING PROCESS
THE
DATA
COLLECTION
PANIPAT district is one of main district of Haryana. Using convenient sampling technique from 250 respondents, during the period 2005-2006 , primary data was collected. All type of customers are included . Data collected were analysed statistically.
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AGE
0-20 20-30 30-40 40 above
NO.
110 80 34 26
%
44 32 13.6 10.4
EDUCATION
ELEMENTARY HIGHER SECONDARY GRADUATE POST GRADUATE
NO.
16 105 81 26 22
%
6.4 42 32.4 10.4 8.8
OCCUPATION
COOLIE GOVT. EMPLOYEE PVT. EMLOYEE BUSINESS MAN PROFESSIONAL STUDENT HOUSE- WIFE TECHNICAL
NO.
16 18 40 20 12 116 18 10
%
6.4 7.2 16 8.0 4.8 46.4 7.2
INCOME
BELOW6000 6000-9000 9000-12000 12000-15000 ABOVE1500 0
NO.
122 64 36 20 8
%
49.8 25.6 14.4 8.0 3.2
TOTAL
250
100
TOTAL
250
100
TOTAL
250
100
TOTAL
250
100
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LEVEL OF SATISFACTION
To analyse the level of satisfaction of the consumers towards the Soft Drinks, an Investigation has been made .
%age
40% 28.80% 28% 3.20%
LEVEL OF SATISFACTION
Highly satisfied with quality of Soft Drinks. Highly satisfied. Moderately satisfied. Satisfied to lowest extent.
40% of the Consumers are very highly satisfied with the quality of Soft Drinks.
CORRELATION ANALYSIS
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The Price & satisfaction level play the most important role in the purchase of Soft Drinks . The level of Satisfaction of Consumers are measured as high, medium & low . The following Hypothesis is framed i.e. there is a close relationship between Price & Satisfaction level . To test this Hypothesis , the Correlation analysis is used . The result of correlation analysis is r= 0.70 since, there is a fairly good Positive Correlation , the Hypothesis is accepted & the Price & level of satisfaction are closely associated . There exists linearity between the Price & level of satisfaction .
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The hot & humid climate of Tamil Nadu is a favourite ground for Soft Drink Market in India . The Soft Drink Market for both Coke & Pepsi , because it contributes upto 8 percent of their total sales on all India level . In 2003 , the Soft Drink industry posted a volume growth of only 6% overall , according to the new beverage Digest / Maxwell all- channel data. That growth rate represents a slight decrease from 2002s growth rate range of 2% - 4% through out the 1990s. In 2003 , the industrys total sales were Rs. 63.8 billion , & total volume was 10% billion cases .
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LIMITATIONS OF STUDY
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LIMITATIONS OF STUDY
It is very small research, which may be insufficient to give the real picture scope of the brand preference in panipat and its catchment area. The research is based on collected data and the researcher is not responsible for any wrong inference drawn due to the incorrect filling of the questionnaire by the respondents. The method of result is also limited to the reliability of method of investigations, measurement and analysis of data. People were not interested in filling questionnaire properly.
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BIBLIOGRAPHY
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BIBLIOGRAPHY
www.brand republic.com
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