A STUDY ON BRAND PREFERENCE OF SOFT

DRINKS AMONG YOUTH

A STUDY ON BRAND PREFERENCE OF SOFT DRINKS AMONG
YOUTH
DISSERTATION
Submitted in partial fulfillment of the requirement
For the award of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION
UNIVERSITY OF CALICUT
BY
ARUNKRISHNAN.O.R
6TH SEMESTER B.B.A
Reg. No.: GTAMBBA032
UNDER THE GUIDANCE OF
SMT.LEENA.K.P
ASSOCIATE PROFE

SSOR
(UG DEPARTMENT OF COMMERCE AND MANAGEMENT)

UG DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES

SRI.C.ACHUTHAMENON GOVERNMENT COLLEGE
THRISSUR-14
2014-2015

CERTIFICATE
This is to certify that the project report titled “A STUDY ON BRAND
PREFERENCE OF SOFT DRINKS AMONG YOUTH” is a bonafide record of
the project carried by ARUNKRISHNAN.O.R under the supervision and guidance
in partial fulfillment of the requirement for the award of the Degree of Bachelor of
Business Administration of the University of Calicut.
Countersigned

DECLARATION
I ARUNKRISHNAN.O.R, do hereby declare
that this project report “A STUDY ON BRAND PREFERENCE OF SOFT
DRINKS AMONG YOUTH” is a bonafide record of the work done by me during
the course of project and that the report has not previously formed the basis for the
award of any degree, diploma, fellowship, associate ship or other similar title of
recognition of any university or institution.
I further declare that this project report is submitted
on partial fulfillment of the requirement for the award of the degree of BBA from
University of Calicut.

Place:
Date:

ARUNKRISHNAN.O.R
 ACKNOWLEDGEMENT
I owe my sincere gratitude to T.R.NARAYANANKUTTY,
Principal and Prof.U.S.MOHANAN, Head of the Department of Commerce and
Management Studies, Sri.C.Achuthamenon Govt. College, Kuttanellur, for
providing all the facilities in the college.
I render my heartfelt thanks to Smt,LEENA.K.P Assistant
Professor Dept. of Commerce and Management Studies, Sri.C.Achuthamenon
Govt. College, Kuttanellur for his valuable guidance and supervision throughout
the preparation of this project report. I am also thankful to all my professors and
lecturers for their dear support.
I would like to extend my gratitude towards my friends and
family members especially my father and mother for their unique support and
creative suggestions.

ARUNKRISHNAN.O.R

List of contents
 CHAPTER – 1
INTRODUCTION

“A STUDY ON BRAND PREFERENCE OF SOFT DRINKS

AMONG YOUTH”
1. INTRODUCTION
In our modern world living pattern and life style of the people have changed a
lot. Soft drinks were common preference among all the individuals with the
changing life style and income levels, people are shifting their consumption
patterns. Market research is based on consumer’s buying preference towards
soft drinks. Soft drink is an important product item in modern society both
urban and rural and becoming more popular in the consumer world. At
present soft drink market is one of the most competitive markets in the world.
In which crores of rupees on advertisement and other promotion activities are
being spent. In India the soft drink industry is flourishing well with a wide
range of brand comprising both popular international, national and regional
branded soft drinks. In present investigation, the impact of globalization on
brand preference of soft drinks and the factor determining the brand
preference is studied.

The study on brand preference becomes necessary. The purchase decision

largely depends upon Taste, Quality, Quantity, Price, Availability and the
like. Due to globalization, there are many soft drink brands available in the
market such as Coca- cola, Pepsi-cola, Sprite, Fanta etc..

In current scenario, where the competition is tough, consumer choose

preferred brand according to their pleasure. The company can achieve and
complete in the market, only when they satisfy the needs of the customer by
taking in to account their reason for brand preference.

This study examines key attitude of buying and branding

perception that are considered as important cues, which lead youth to select
particular brand of soft drink. The primary data has been collected through
questionnaire.
1.2 Objectives of the study :

 To identify the brand preference of soft drinks among youth.

 To know the factors influencing their purchase decision.

1.3 Statement of the problem :

The study was conducted to know the brand preference and factors
influencing young consumers of packaged soft drink. Soft drink is an
important product item in the modern society. It is mainly concentrated on
the consumption among youth. It is found that a great important for the
study. The study examines key attitude of buying and brand perception with
preference that are considered as important cues, which lead youth to select
particular brand of soft drink. In modern world due to the development of
science and technology many new brands of soft drink products flood the
market every year. When the new brands enter in to the market, some
consumers switch over to it. So the study was conducted to know the brand
preference and consumption among youth in soft drinks.

1.4 Scope of the study :

The study was conducted among young consumers. The study is intended to
assess level of soft drink consumption. It help us to understand the various
factors influencing the young consumers of packaged soft drinks. It also
provides various information to us regarding the attitude of youth towards
soft drinks.
 1.5 RESEARCH METHODOLOGY
According to Robert Ross, “Research is essentially an investigation, a
recording and an analysis of evidence for the purpose of gaining knowledge”.
Research can be generally defined as systematic methods of finding solution to
problems. Research is an art of scientific information. It involves gathering
data, use of statistical techniques, interpretation and drawing conclusion
about the research data. Methodology is a method of solving problems
systematically. It is based on both primary data and secondary data collected,
mainly from Journals, books, internet and previous studies.
RESEARCH DESIGN
The success of any business research depends upon a sound research design.
Research design is used as a guide in collecting and analysis of data. Research
design is the arrangement of condition for collection and analysis of data in a
manner that aims to combine to the research purpose with economy in
procedure. It constitutes the blue print for the collection, measurement and
analysis of data.
SOURCE OF DATA
1. Primary data.
Primary data are those data, which are collected for the first time. Primary
data was collected by conducting survey through a questionnaire which seeks
answer to a set of preconceived question in a structured way. The
questionnaire consists of 21 questions.
2. Secondary data.
 The secondary data are those data which have already been collected. It
means data that was already available. Secondary data was collected from
sources like Journals, internet and previous studies.
Sampling Design
Sampling may be defined as the selection of some part of an aggregate or
totality on the basis of which a judgement or inference about the aggregate or
totalities is made
A sample design is a definite plan for obtaining a sample from the sampling
frame. It refers to the technique or procedure the search would adopt in
selecting sampling units from which inference about the population drawn
The sampling technique used in the study is convenience sampling. This
method includes purposive and deliberated selection of a particular unit of the
universe for consulting a sample which represents the universe. Sample size is
50 for this study.

Tools of Analysis
1.Questionnaire
2. Percentage Analysis
Analytical Tools
1.Graphs
2. Tables
3. Diagrams

1.6 LIMITATIONS OF STUDY

1. Very limited time available for this study
2. Research is done through a sample survey, which is always prone to errors of
bias and prejudice
3. Many of the questionnaires had irrelevant and incorrect answers filled in by
the respondents leading to errors in the study
4. Sample size is comparatively small for a study of vast relevance
5. Lack of experience

CAPTER 2
LITERATURE REVIEW
REVIEW OF LITERATURE
However a number of studies have been conducted in the form of
surveys and research work done on. Consumption pattern and brand
preference towards soft drink product. An attempt has been made to
understand and acknowledge the work of various researchers in the
field of brand preference and consumption pattern of soft drinks.

In their studies soft drink industry in India is one of the most

competitive with many international and domestic players operating
in the market. Initially domestic player like pare group dominated the
Indian soft drink market. However with the re-entry of MNC players
like pepsin 1991 and coca-cola in 1993, the market took a decisive
shift in favour of these MNCs and over the years coca-cola and pepsi
have become the prominent players in the market.

Studies of soft drink market Indian soft drinks market grew

7.7% in 2008 to reach a value of$3.4 billion. In 2013,the Indian soft
drinks market is forecast to have a value of $4.6 billion. An increase of
36.9% since 2008. All the major players in cola market put their best
strategies to capture more and more out of this lucrative progress. In
the modern arena of information, it takes something or someone
special to please the consumer. A celebrity is often considered to be
the vital basis for the brand association of a product and this fact
becomes stronger when it comes to soft drinks industry in India. India
is one country, which has always idolized the stars of the celluloid
world. Therefore in the words of Mccracken, a celebrity endorser is
someone who besides enjoying popularity and public recognition,
uses this recognition to promote a consumer good or service by
appearing in the advertisements for the same. It is not essential
(rather it is seldom the case) that a celebrity in a particular field
promotes the products only in that particular domine. It is the
credibility of the endorser which helps in the repurchase or first time
purchase of the product. It may be said that the celebrity transfers
some of his/her traits to the product or service (or atlest it is so
perceived by the customer). Even the studies conducted by Agrwal,
Kamakura & Mathur and Mathur & Ranjan, emphasized the
effectiveness of using a celebrity endorsers. In India there is an
exponential potential for a celebrity endorsement to be perceived as
genuinely relevant, thereby motivating consumers to go in for the
product. No wonder India’s and market which has an estimated worth
of more than $3000 million consists of around 30% of spending on
ads featuring celebrities.

• With amplification in number of mass media option and competition

for consumers attention, cola giants are increasingly using celebrity
endorsement strategies to break through the clutter and enhance the
equity for their brand. Although celebrity endorsement has emerged
as a popular advertising practice, not much research has been done
to evaluate the effectiveness of it in India. some of the facts which
support the trend of celebrity endorsement in general and across soft
drinks market in India are:

• Celebrity endorsement advertisement on TV up 49% in 2007

• Pepsi ropes in Chiranjeevi Jr to take on thums up in AP

Marketers overtly acknowledge the power of celebrities in influencing

consumer-purchasing decisions. It is an ubiquitiously accepted fact
that celebrity endorsement can bestow special attributes upon a
product that it may have lacked otherwise. Although celebrity
advertising celebrity advertising for soft drinks brands is popular in
India. Little is known about its effectiveness in India. Thus the primary
motive behind this research project is to measure this effectiveness
using some of the existing scale and methodologies and try and
establish the relationships which exist between the attitude of the
youths towards celebrity endorsement and their brand loyalty
towards a low involvement product soft drink brand while paying
special attention on the personality traits of the celebrity endorsing
the soft drink brand. This should give us an insight into the consumer
behaviour in response to celebrity endorsement in case of carbonated
soft drinks.

CHAPTER 3
THEORETICAL FRAMEWORK
Every Research study is based on the theory. This theory is known as the
theoretical framework of the study. That means the theoretical framework gives
authentic support for successful completion of research work. One of the most
competitive market in the world at present is the soft drink market in which cores
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 and regional branded soft
drinks. In present investigation, the impact of globalization on brand preference of
soft drinks and the factor determining the brand preference are studied.
What is soft drink?
A non-alcoholic, flavour, carbonated beverage,usually commercially prepared and
sold in bottles or cans. Nonalcoholic beverage,usually carbonated, consisting of
water (soda water), flavoring, and a sweet syrup or artificial sweetener. Today
there are hundreds of varieties of flavored soft drinks. Coca-cola and pepsico are
the world’s largest corporation founded their business on soft drink manufacturing
Soft drinks can trace their history back to the mineral water found in natural
spring.bathing in natural springs has long been considered a healthy thing to do;
 and mineral water was said to have curative power. Scientists soon discovered that
gas arbonium or carbon dioxide was behind the bubbles in natural mineral water.

The marketed soft drinks (non-carbonated) appeared in the 17th century. They
were made from water and lemon juice sweetened with honey. In 1679, the
compagine delimonadiers Paris were granted a monopoly for the sale of lemonade
soft drinks.
Raw materials used in soft drinks

There are different type of raw materials used in different soft drinks.most of the
raw materials are :
 Water: the simple sweetened soft drink contains about 90% of water,while in diet
drinks. It contains 95% of water.
 Flavor: flavor is of great importance in soft drink. Even water from different places
has different taste. The flavor for taste added can be natural or
artificial,acidic,caffeine.
 Acids: acids like citric acid & phosphoric acid are added to give refreshing tartness
or bite & help in preserving the guality of a drink.
 Natural flavors: these are the flavors, which are extracted from
fruits,vegetables,nuts,barks,leaves etc. in soft drink containing natural flavors&
fruit juice.
 Artificial flavor: these are the flavors manufactured from natural extracts. This is
used to give greater choice, in taste to consumers.
 Caffeine: caffeine has special kind of taste makes the taste of soft drink a royal
one.caffeine was added to soft drink from its introduction to a commercial market
but now caffeine free soft drinks are also available. Its quality is Y4 than compared
with same amount of coffee.
 Carbon dioxide: carbon dioxide is a colorless & smell less gas, which is added to
cold drink to get bubble & it also help in keeping drink strong &fresh
 Color: along with taste of soft drinks is also of very important, the company tries to
maintain both taste & colur of the soft drink every where in the world.
 Sugar:sugar syrup is added to the drink at around 75 degree C to the pure drinking
water ,this is to make soft drink taste sweet. Even artificial sweetness is also use

Distributions of soft drinks

The soft drinks can be distributed on the basis of two concepts.

I. Distribution according to taste

2. Distribution according to taste
 Distribution according to taste:the soft drinks can be distributed in cola&nonc ola
taste. Non cola taste consist of drink of orange, lime,mango etc. & clear lime.

Orange taste market is occupied by brands like fanta, mirinda orange&crush.

Mango taste market occupied by brands like slice, maaza and frooti. Cloudly lime
taste is occupied by 7 up, sprite. This is basically produced in green bottle as
sunlight spoils the taste of the drinks.its color is transparent like water.
 Distribution according to the consumption: 80% of soft drinks are drinks are
consumed on the spot, where it is sold at place like cinemas,railway stations etc.
other 20% of the market of soft drinks is consumed at home or other place
TYPES OF SOFT DRINKS
FANTA
Fanta originated as a result of difficulties importing coca cola syrup into nazi
germane during world War II due to trade embargo. To circumvent this, max
Keith, the head of coca cola Deutschland(coca cola gmbh) during the second world
war, decided to create a new project for the German market, using only
ingredients available in Germany at the time including whey and pomance –
“leftovers of leftovers “ as Keith later recalled. The name was a result of a brief
brain storming section, which started with Keith ‘s exhorting his team to “use their
imagination (“fantasie” in German) to which one of his sales man, Joe Knipp,
immediately retorted “fanta”
The plant was effectively cut off from coca cola head quarters during the war.
After the war, the coca cola Corporation regained control of the plant, formula and
trade mark to the new fanta product as well as the plant profit during the war.
Fanta was discontinued when the parent company was reunited with the German
branch. Following the launch of several drinks by the Pepsi corporation in the
1950’s, coca cola competed by relaunching fanta in 1955. The drink was heavily
marketed in Europe, Asia, Africa and South America.
SPRITE
Sprite is a colourless, lemon and lime flavoured, caffeine-free soft drink, created
by the coca-cola company. It was developed in West Germany in 1959 as FANTA
KLARE ZITRONE (“clear lemon fanta”) and introduced in the United States as
sprite in 1961. This was coke’s response to the popularity of 7 up. It comes in a
primary silver, green, and blue can or a green transparent bottle with a primarily
green and blue label.
COCA-COLA
Coca-cola is a carbonated soft drink sold in stores, restaurant, and vending
machines throughout the world. It is produced by the coca-cola referred to simply
as coke (a registered trademark of the coca-cola company in the united states since
march27, 1944). Originally indented as a patent medicine when it was invented in
the late 19th century by John Pemberton, coca-cola was brought out by
businessman Asa Griggs Candler, whose marketing tactics led coke to its
dominance of the world throughout the 20th century.
The company produces concentrate, which is then sold to licensed coca-cola
bottlers throughout the world. The bottlers , who hold territorially exclusive
contracts with the company, produce finished products in cans and bottles from the
concentrate in combination with filtered water and sweeteners. The bottlers then
sell and merchandise coca-cola to retail stores and vending machines. The coca-
cola company also sells concentrate for soda fountains to major restaurants and
food service distributors.
The coca-cola company has, on occasion, introduced other coca drinks under the
coke brand name. The most common of these is diet coke, with others including
caffeine – free coca-cola, diet coke caffeine-free,coca-cola cherry, coca-cola zero,
coca-cola vanilla, and special versions with lemon, lime, or coffee. Inn 2013, coke
products could be found in over 200 countries worldwide, with consumers
downing more than 1.8 billion company beverage servings each day.

PEPSI
Pepsi is a carbonated soft drink that is produced and manufactured by pepsico.
Created and developed in 1893 and introduced as brad’s drink, it was renamed as
poepsi cola on aug 28, 1898 then to pepsi in 1961, and in select areas of north
America, “pepsi-cola made with real sugar” as of 2014.
The drink pepsi was first introduced as “Brad’s Drink” in New Bern,North
Carolina, United States, in 1893 by Caleb Bradham, who made it at his drugstore
where the drink was sold. It was renamed pepsi –cola in 1898,named after the
digestive enzyme pepsin and kola nuts used in the recipe. The original recipe also
included sugar and vanilla.Bradham sought to create a fountain drink that was
appealing and would aid in digestion and boost energy .
In 1903,Bradham moved the bottling of pepsi-cola from his drugs stores to a rented
warehouses that year, bradham sold 7968 gallons of syrup. The next year, pepsi
was sold in six-ounce bottles, and sales increased to 19848 gallons. In 1909, auto
mobile race pioneer Barney oldfield wasthe first celebrity to endorse pepsi
cola,describing it as “A bully drink... refreshing, invigorating, fibracer before a
race”. The advertising theme “delishes and healthful” was then used over to the
next two decades. In 1926, pepsi received its first logo redesign since the original
design of 1905. In 1929, the logo was changed again.
In 1931, at the depth of the great depression, the pepsi-cola company entered
brankruptcy in large part due to financial losses incurred by speculating on the
widely fluctuating sugsr prices as a result of World War I. Assets were sold and
roy c. Megargel bought the pepsi trademark.Megargel was unsuccessful, and soon
pespi’s assets were purchased by Charles Guth, the president of Loft, inc. Loft was
a candy manufacturer with retail stores that contained soda fountains. He sought to
replace coco-cola at his stores fountains after coke refused to give him a discount
on syrup. Guth then had lofts chemists reformulate the pepsi-cola syrup formula.
On three separate occasions between 1922 and 1933, the coco-cola company was
offered the opportunity to purchase the pepsi-cola company, and it declined on
each occasion.

NATURE OF SOFT DRINK MARKET

Oligopoly

Indian soft-drink industry in an oligopoly market.coca-cola, Pepsi,parle agro etc

are the only producers.an oligopoly is a market dominated by a few large suppliers
the degree of market concentration is very high (i.e.a large % of the
market is taken up by the leading firms).firms within an oligopoly produce
branded product (advertising and marketing is an important feature of
competition within such markets) and there are also barriers to entry.

Another important characteristic of an oligopoly is interdependence between

firms. this means that each firm must take into accounts the likely reactions of
other firms in the market when making pricing and investment decisions. This
creates un certainty in such markets which economists seek to model through the
use of game theory.Economics in much is much like a game in which the
ayers anticipate one another’s moves.
 By Promotional activities The ongoing interdependence between business can lead
to implicit and explicit collusion between the major firms in the market. Collusion
occurs when business agree to act as if they were in a monopoly position.

Key features of oligopoly market

 A few firms selling similar product
 Each firm produces branded products
 Likely to be significant entry barriers into the market in the long run which allows
firms to make supernormal profits.
 Interdependence between competing firms. Business have to take into account
likely reactions of rivals to any change in price and output.
Theories about oligopoly market
There are four major theories about oligopoly pricing:
1. Oligopoly firms collaborate to charge the monopoly price and get monopoly
profits
2. Oligopoly firms compete on price so that price and profits will be the same as a
competitive industry
3. Oligopoly price and profit will be between the monopoly and competitive ends
of the scale
4. Oligopoly price and profits are “indeterminate” because of the difficulties in
modeling interdependent price and output decisions

The several factors that make it very difficult for the competition to enter the
soft drink

Market include

Barriers to entry:
 Cost of Establishment: Due to high capital intensive reguirement to establish new
bottling plants, investors cannot entry into the market.This financial barrier can be
a major barrier for new entrants
 Advertising expenses
 Brand image and loyalty
 Retailers shelf space and retail distribution channel
 Threats of substititute
 Switching cost: switching cost of the substitute product is very low.so customers
Can easily switch to substitute products
 Perceived price value: prerceived price value in this industry is very low because
all products comparatively same and most of the times differentiated
Major market players

The Disadvantages of Soft Drinks

Dehydration

Sixty percent of our boady weight is comprised of water,report mayo clinic.com.

we lose water when you sweat, urinate and breathe. For the body to continue
functioning properly,we must replace the lost water with ingested fluids.sodas are
often consumed in the place of water or other hydrating fluids. Many sodas contain
caeffine,which acts as a diuretic, increasing urination and leaving the body with
less available fluid to carry out important function.addftionally, some diet sodas
contain significant amounts of sodium,which may draw water from the cells and
promote dehydration
High sugar content.
Many soft drinks contain significant quantities of sugar.one 12-ounce serving of
cola,for example, includes 39 grams,or 3.3 tablespoon, of sugar. Consuming such
large quantities of sugar elvates your blood glucose level and may increase your
risk for cardiovascular disease. Additionally, may sodas contain high fructose corn
syrup or HFCS as their primary sugar ingredient. HFCS may stress the pancreas
and lead to fluctuating blood sugar levels. Consuming sugary sodas day after day
can contribute to the onset of non-insulin dependent diabetes,or type 2 diabetes.

Weight Gain

Weight gain result when you consume more calories than your body burns. A 12-
ounce serving of cola contains 140 calories, often called “empty calories” Because
they provide no nutritional value.drinking one can of cola a day for four Weeksis
equivalent to ingesting 3,920 extra calories,or a gain of 1.1 pounds if the calories
are not burned. A 160-pound person must walk for 27 minutes at 3.5 miles per
hour to burn off the calories in one can of cola, according to the calorie-
expenditure analysis provided by the MayoClinic.com. If these calories are not
burned, you may gain more than 12 pounds in one year. Additionally, sweet-
flavored sodas may disrupt appetite signals and promote cravings for other sugary
foods.

Calcium Depletion

Calcium is an essential mineral for strong bones and teeth. Consuming high
amounts of phosphoric acid, a common ingredient in sodas, can deplete the
calcium from your bones and decrease calcium absorption. Among women, this
may lead to poor bone development or osteoporosis, a condition characterized by
brittle and weak bones.
 CHAPTER 3
DATA ANALYSIS & INTERPRETATION
 Table-2
CLASSIFICATIO ON THE BASIS OF GENDER

SL.NO GENDER PERCENTAGE

1 Male 46 %
2 Female 54 %

INTERPRETATION: The above table shows that 46 % of respondents are male

and 54 % are females.
 TABLE-3
CLASSIFICATION ON THE BASIS OF AGE
SL.NO AGE OF RESPONDENTS PERCENTAGE
1 15-20 64 %
2 21-25 10 %
3 26-30 14 %
4 30-35 12%

INTERPRETATION: Majority of the respondents are in the age between15 to

20, and minority of respondents are in the age of 21 to 25.

TABLE-4
PRESENT CONSUMER OF SOFT DRINKS
SL.NO RESPONSE PERCENTAGE
 1 YES 100 %
2 NO 0%

INTERPRETATION: The above table shows that 100 % of respondents are using
soft drinks.

TABLE-5
SHOWING THE CONSUMER BRAND PREFERENCE OF SOFT DRINKS
SL.NO BRANDS OF SOFT DRINKS PERCENTAGE
1 Coco-cola 14 %
2 Pepsi-cola 12 %
3 Sprite 38 %
4 Fanta 10 %
5 Others 26 %
INTERPRETATION: The table shows that 38 % of customers are using Sprite,
14 % are using Coco-cola, 12 % prefer Pepsi-cola and 26 % prefer other brand.

TABLE-6
SHOWING THE SOURCE INFORMATION REGARDING SOFT DRINKS
SL.NO SOURCE OF INFORMATION PERCENTAGE
1 Media advertisement 52 %
2 Internet 10 %
3 Friends 16 %
4 News papers and magazines 10 %
5 others 12 %
INTERPRETATION: 52% of respondents get awareness through media
advertisement and 10 % get awareness through internet, 16 % friends, 10
percentages get from news paper and magazines. 12 % get other sources like
relatives, family, etc. .

TABLE-7
SHOWING THE CONSUMERS USING THE ABOVE STATED BRAND
SL.NO NUMBER OF YEARS PERCENTAGE
1 Last 5 months 14 %
2 1 year 12 %
3 1-2 years 24%
4 More than 2 50 %
 INT
ER
PR
ET
ATI
ON:
50
%
cust
ome
rs
usin
g
the
state
d
bran
d more than two years, 24 % suing the stated between the periods of 1 to 2 years.
14 % of customers are using the particular brand for last five months.

TABLE-8
SHOWING CONSUMER INFLUENCE TOWARDS ADVERTISEMENT

SL.NO INFLUENCE OF ADVERTISEMENT PERCENTAGE

1 Yes 70 %
2 No 30%
INTERPRETATION: 70 % are influenced by advertisement and 30 % are not-
influenced by advertisement.

TABLE-9
SHOWING THE CONSUMERS’ OPINION OF THE BRANDS
SL.NO BRAND PERCENTAGE
1 Excellent 18 %
2 Good 62 %
3 No opinion 20 %
4 Bad 0%
5 Poor 0%
INTERPRETATION: 18% of customers say that their brands are excellent. The
other 62 % are says that their brands are good. The remaining 20 % of respondents
do not have any opinion about their brand. Nobody says that the brands that they
preferred are bad or poor.

TABLE-10
SHOWING THE MOST COMMON PLACE FOR PURCHASE
SL.NO COMMON PLACE WEIGHTED
AVERAGE
1 Convenience 4.56
2 Grocery 3.58
3 Stores 4.94
4 Wholesale warehouse 2.98
5 Restaurants 3.62
6 others 1.40
INTERPRETATION: The above table shows that majority of respondents of
purchase soft drinks from convenience stores and stores and its weighted average (
4.56). Others purchase soft drinks from restaurants grocery etc. Minority of
respondents purchase soft drinks from wholesale warehouse and other sources.

TABLE-11
SHOWING THE PURPOSE OF USING SOFT DRINKS AMONG
CONSUMERS
SL.NO PURPOSE PERCENTAGE
1 Taste 14 %
2 Caffeine 6%
3 Refreshment 68%
4 Brand loyalty 6%
5 Others 6%
INTERPRETATION: 68% of respondents are using soft drinks for refreshments.
14% are for taste. Remaining customers give importance to caffeine, brand loyalty
and other reasons.

TABLE-12
SHOWING CONSUMERS BEHAVIOUR TOWARDS CHANGING THE
BRAND
SL.NO OPINION PERCENTAGE
1 Yes 36%
2 No 64%
INTERPRETATION: 64% of respondents are not preferred to change the brand
frequently. The 34% of respondents are preferred to change the brand.

TABLE-13
SHOWING THE PRICE OF CONSUMERS FAVOURITE BRAND IS
REDUCED, WILL YOU BUY MORE OF IT

SL.NO OPINION PERCENTAGE

1 Yes 28%
2 No 72%
INTERPRETATION: 28% of respondents buy more soft drinks, when the price
is reduced. 76% respondents do not buy more soft drinks, when the price is
reduced.

TABLE-14
SHOWING CONSUMER BRAND IS NOT AVAILABLE FOR PURCHASE
WHAT WILL THEY DO

SL.NO OPINION PERCENTAGE

1 Post pone purchase 14%
2 Switch once to other brand 32%
3 Go to other shop 42%
4 Search for your preferred brand 12%
INTERPRETATION: 14% of respondents post pone their purchase when soft
drinks not available for purchase. At this situation 32% respondents switch over to
other brand. 42 % respondents go to other shops. Remaining 12 % respondents
search for their preferred brand.

TABLE-15
SHOWING OTHER PRODUCT OF THE SOFT DRINK APPEAR IN THE
MARKET WILL CONSUMER PREFER TO SHOP BUYING THIS BRAND
AND NEW BRAND
SL NO OPINION PERCENTAGE
1 Not at all 14%
2 I may consider 48%
3 Yes 4%
4 Can’t say 34%
INTERPRETATION: 14% respondents not at all purchase other products of soft
drinks which appeared in the market. 48% of respondents will consider the other
product of soft drinks. 34% respondents can’t say anything about this situation.
Remaining 4% will buy the other product of soft drink.

TABLE-16
SHOWING THE MOST FACTORS WHICH AFFECT THE BUYING
DECISION
SL.NO FACTORS WEIGHTED
AVERAGE
1 Quality and taste 6.56
2 Packaging 4.46
3 Celebrities 3.82
4 Price 4.44
5 Recommendations from 4.46
friends and relatives
6 Medias 2.92
7 Others 1.34
INTERPRETATION: Most of the people give importance to quality and taste
with a weighted average of 6.56. Whereas second preference is give to packaging
(W.A-4.46), price (4.44), recommendations from friends and relatives (4.46) and
the least preference is given to medias (2.92).

TABLE-17
SHOWING THE COMSUMER PAY THE QUANDITY DO PREFER BUYING
A PRODUCT
SL.NO QUANDITY PERCENTAGE
1 100ml-250ml 16%
2 250ml-500ml 42%
3 1 liter 32%
4 More than 1liter 10%
INTERPRETATION: The table showing the consumers preference quantity for
purchasing soft drinks. Majority of the respondents belongs 250ml-500ml. 32%
choose the option 1 litre. 16% prefer 100ml-250ml and only 10% prefer more than
1 litre.

TABLE-18
SHOWING THE SATISFACTION LEVEL OF CONSUMERS
SL.NO ITEMS WEIGHTED
AVERAGE
1 Price 3.70
2 Quality 3.82
3 Flavour and taste 3.86
4 Packaging 3.76
5 Brand 3.84
6 Advertisement frequency 3.56
7 Availability 3.72
8 Colour 3.22
INTERPRETATION: The above table shows that respondents are satisfied with
price, quality, flavour and taste, packaging, brand, advertisement frequency, colour
and availability of soft drinks as their weighted average (<3.5).

TABLE-19
STUDY THE CONSUMER VEIW OF SOFT DRINKS
SL.NO VIEW PERCENTAGE
1 As a health drink 10%
2 As an aid to put off thirst 68%
3 As a status symbol 12%
4 Other 10%
INTERPRETATION: The above table shows the views of consumer about soft
drinks. 68% choose the option as an aid to put off thirst. 12% of respondents view
is as status symbol. 10% view is as a health drink.

CHAPTER 4
 FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS
 The majority of respondents are prefer sprite and secondly preferred
others
 Majority of the reason for preferring a selected brand is refreshment
 Majority of respondent don’t like to change brand frequently.
 Most of the respondents view soft drink as an aid to put off thirst
 Majority of the consumer do not buy more soft drinks at the time of
reducing the price
 Media advertisement is the most influencing medium while purchase of soft
drinks
 Age between 15 to 20 prefer to buy more
 In this survey major respondents are female
 Majority of the consumers opinion of the brand is good
 Majority of the consumers are satisfied with flavour and taste
 Most of the consumers affected by quality and taste for buying decision

SUGGESTIONS
Comsumption of soft drinks are not good for health. There are so many
health problems related with consumption of soft drinks. The major findings
from this study, youth is the major consumers of soft drink product.

Youth should:
 Reduce their consumption of regular sports drink, soda or pop and other
sugar – sweetened beverages.
 Increase their consumption of water and low fat or fat milk
 Reduce youth’s access to sugar- sweetened beverages to decease
consumption.
 Encourage adolescents to drink water and low fat- free milk, or limited
amounts of 100% fruit juices, as an option.
 CONCLUSION
As stated in the objectives, this study is aimed at studying the b rand
pretence and factors influencing young consumers of packaged soft drinks.
The major part of the soft drink consumers are in 15-20 age groups. The
most preferred brand is Sprite and second position to others. The
consumption of soft drinks products increase comparing with previous
times. The changing living pattern and life style of the peoples are changed
a lot so soft drinks where common preference among all the individuals
with the change in life style and income level, peoples are shifting their
consumption patterns. The competition between the brands lead to a high
influence in buying behaviour of the consumers because their marketing
strategy. The quality and taste are influencing in consumer purchasing
decisions. One of the major influencing medium of purchasing soft drink
product is media advertisements. Major part of the consumer view about
soft drink is as an aid to put off thirst. Another part of the consumer believe
soft drink as a status symbol.
The nature oif soft drink markets are oligopoly .i.e. oligopoly is a market
dominated by a few large suppliers the degree of market concentration is
very high (i.e a large % of the market is taken up by the leading firms) .
Firms with in an oligopoly produce branded products (advertising and
marketing is a important feature of competition with in such markets) and
there are also barriers to entry.
Soft drink consumption is no good for health there are so many disease
incur through soft drink consumption but our changes in life styles soft
drinks consumption is an important product item in modern society both
urban and rural and becoming more popular in the consumer world. At
present soft drink market is one of the most competitive markets in the
world.
 BIBLIOGRAPHY
BOOKS
 Business research methods - Dr. K . venugopalan
Marketing management – Philip kotler
Marketing management - A. vinod

APPENDIX
A STUDY ON BRAND PREFERENCE OF
SOFT DRINKS AMONG YOUTH
1. Name:
2. Gender: Male Female
3. Age: 15 -20 21 – 25
26 – 30 30 – 35
4. Do you drink soft drinks? Yes No
5. If yes which brand of soft drink do you prefer?
Coca –cola Pepsi-cola Sprite
Fanta Others
6. What is the source of information regarding soft drink?
Media advertisement Internet Friends
Newspaper & magazines Others
7. How long you have been using the above stated brand?
Last 5 months 1year 1 to 2 year more than
2
8. Do you think advertising influence you to drink soft drinks?
Yes No
9. What is your opinion of the brand?
Excellent Good No opinion Bad
Poor(
10. Where is the most common place that you purchase soft drinks? (put ranks)
Convenience stores Grocery Stores
Wholesale ware house Restaurants Others (specify):
11. Why do you drink soft drinks?
Taste Caffeine Refreshment Brand
loyalty Others
12. Do you like to change the brand frequently? Yes No
13. If the price of your favourite brand is reduced, will you buy more of it?
Yes No
14. If your preferred brand is not available for purchase what will you do?
Post pone purchase Switch over to other brand Go to
other shop Search for your preferred brand
15. If another product of the soft drink appears in the market will you prefer to stop
buying this brand & buy new brand?
Not at all I may consider Yes Can’t say
16. Which factor mostly affect your buying decision? (put ranks)
Quality & taste Packaging Celebrities Price
Recommendation from
 Friends & relatives Medias Others(specify)
17. How much quantity do you usually prefer to buy?
100ml-250m l 250ml-500ml 1 litre more than
1 litre
18. Rate the level of influence of following factors on your purchase decision (tick the
desired column)

items Very high High Average Low Very low

Price
Quality
Flavour
&taste
Packaging
Brand
Advertisement
frequently
Availability
Colour

19. Rate how much are you satisfied with the following factors in your preferred soft
drinks?
Highly satisfied Satisfied No opinion
Dissatisfied Highly dissatisfied
20. How do you view soft drinks?
As a health drink As an aid to put off thirst As a
status symbol Any other (specify)

21. Do you have any suggestions and recommendation for the usage of soft drink

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