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A COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARDS THE SOFT DRINK WITH SPECIAL REFERENCE TO PEPSI AND COCA-COLA
INTRODUCTION Pepsi was founded in New York in 1965. It is Producing Non-alcoholic beverage and Food rocessing ite!s. Pepsi is a carbonated beverage that is roduced and !anufactured b" Pe si#o. It is sold in retail stores$ restaurants cine!as and fro! vending !achines. %he drink was first !ade in the 1&9's b" har!acist #aleb (radha! in New (ern$ North #arolina. %he brand was trade!arked on )une 16$ 19'*. Pe si arrived on the !arket in India in 19&&.Pe si#o gained entr" to India in 19&& b" creating a +oint venture with the Pun+ab govern!ent-owned Pun+ab ,gro Industrial #or oration -P,I#. and /olta0s India 1i!ited. %his +oint venture !arketed and sold 1ehar Pe si until 1991$ when the use of foreign brands was allowed2 Pe si#o bought out its artners and ended the +oint venture in 1993. 4thers clai! that firstl" Pe si was banned fro! i! ort in India$ in 195'$ for having refused to release the list of its ingredients and in 199*$ the ban was lifted$ with Pe si arriving on the !arket shortl" afterwards. %hese controversies are a re!inder of 6India0s so!eti!es acri!onious relationshi with huge !ultinational co! anies.6 Indeed$ so!e argue that Pe si#o and %he #oca- #ola #o! an" have 6been !a+or targets in art because the" are well-known foreign co! anies that draw lent" of attention.6
Ingredients Pe si-#ola contains basic ingredients found in !ost other si!ilar drinks including carbonated water$ high fructose corn s"ru $ sugar$ colorings$ hos horic acid$ caffeine$ citric acid$ and natural flavors. %he caffeine-free Pe si-#ola contains the sa!e ingredients !inus the caffeine.
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C !"-C #" is a carbonated soft drink sold in stores$ restaurants and vending !achines worldwide. %he #oca-#ola #o! an" in ,tlanta$ 7eorgia roduces it. It was incor orated in 1&&6. %he #oca#ola #o! an" clai!s that it is sold in over 8'' countries. %he 9: soft-drink giant$ #oca-#ola$ reentered India in the 199's after abandoning its businesses in the late 195's in the wake of Foreign ;<change =egulation ,ct of 195*. %he ,ct$ !eant to >Indianite> foreign co! anies$ !ade it !andator" for foreign co! anies to dilute their shareholdings to 3' er cent. Instead of diluting its shareholdings to the re?uired li!it rescribed b" the ,ct$ #oca#ola o ted to discontinue its o erations in India. #oca-#ola is a leading la"er in the Indian beverage !arket with an a ro<i!ate 6' er cent share in the carbonated soft drinks seg!ent. %he 9: soft-drink giant$ #oca-#ola$ reentered India in the 199's after abandoning its businesses in the late 195's in the wake of Foreign ;<change =egulation ,ct of 195*. %he ,ct$ !eant to >Indiani@e> foreign co! anies$ !ade it !andator" for foreign co! anies to dilute their shareholdings to 3' er cent. Instead of diluting its shareholdings to the re?uired li!it rescribed b" the ,ct$ #oca#ola o ted to discontinue its o erations in India.
L g design %he fa!ous #oca-#ola logo was created b" )ohn Pe!berton>s bookkee er$ Frank Aason =obinson$ in 1&&5. It was =obinson who ca!e u with the na!e$ and he also chose the logo0s distinctive cursive scri t. %he t" eface used$ known as : enserian scri t$ was develo ed in the !id 19th centur" and was the do!inant for! of for!al handwriting in the 9nited :tates
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NEED FOR THE STUDY In the resent scenario the co! etitions between the soft drinks increased ver" high. %he co! anies are struggling a lot to kee u their !arket share in the industr" and to i! rove the sales of their roducts i.e. the turnover of the co! an". For this the co! an" has to know their osition in the !arket and the o inion and the lo"alt" of the custo!ers and the retailers when co! ared to their co! etitor. (ecause of this reason the co! arative anal"sis is ver" i! ortant and useful to the #o! an". (" the use of co! arative anal"sis the co! anies can understand the osition of the co! an" and the strength of the co! an" in the !arket. %hrough the co! arative anal"sis we can understand that what strategies the co! etitors are using for the increase their sales volu!e. Fro! the stud" we can gather the infor!ation regarding the o inion of the retailers on the co! anies co! arativel" and this will hel to lans for the future to increase the erfor!ance of the co! an" and to gain the lo"alt" of the retailers when co! ared to the co! etitors.
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O$%ECTIVES OF THE STUDY %o stud" the overview of Pe si and coca cola #o! an".
%o know and co! are the !erchandising of Pe si and #oke in retail outlets.
%o identif" the retailers o inion towards Pe si roducts when co! ared to coke roducts.
%o offer so!e finding and suggestions to the co! an" for the i! rove!ent of its erfor!ance.
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PRODUCT PROFILE
Flavour #ola
Ingredients #ola carbonated sugar
4range
Fruit )uice
#loud" 1e!on
#lear 1e!on
Pack Flavour 8''Al. water *''Al. 5''Al. 1 1itre 1.5 1itre 8 1itre 4range Flavour B 8''Al. #arbonated *''Al. CaterB :ugar 5''Al. 1 1itre 1.5 1itre 8 1itre Aango Pul B 85' A1 %reated waterB sugar 1e!on Flavour B 8''Al. #arbonated *''Al. CaterB :ugar 5''Al. 1 1itre 1.5 1itre 8 1itre 1e!on FlavourB 8''Al. #arbonated Cater *''Al. B :ugar 5''Al. 1 1itre 1.5 1itre 8 1itre
Product #oke$ %hu!su
#o! an" #oca-#ola
Pe si Fanta
Pe si #oca-#ola
Airinda Aaa@a :lice 1i!ca
Pe si #oca-#ola Pe si #oca-#ola
Airinda 1e!on : rite
Pe si #oca-#ola
509 Dew
Pe si
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O&er " Cent'r( ) C #" S# g"ns* C ++er!i"#s* $#'nders* "nd C 'ps %here>s little doubt that the !ost s irited and intense co! etition in the beverage world is between #oca- #ola and Pe si. %hese two ,!erican co! anies long ago took their battle worldwide$ and although there are other colas in the !arket$ these giants occu " this high- stakes arena b" the!selves. %he i! act of #oke and Pe si on o ular culture is indis utable$ and I have observed in !" ti!e !anaging this web site that ,!erica has not beco!e +aded about the cola wars. %he !e!orabilia$ the +ingles$ the trivia - all still o ular. :o I a! offering this age in an atte! t to assuage a wee bit of the #oke and Pe si thirst that is thriving on our lanet. I% ,11 :%,=%;D . . . . #oca-#ola was invented and first !arketed in 1&&6$ followed b" Pe si in 1&9&. #oca-#ola was na!ed after the coca leaves and kola nuts )ohn Pe!berton used to !ake it$ and Pe si after the beneficial effects its creator$ #aleb (radha!$ clai!ed it had on d"s e sia. For !an" "ears$ #oca#ola had the cola !arket cornered. Pe si was a distant$ non threatening contender. (ut as the !arket got !ore and !ore lucrative$ rofessional advertising beca!e !ore and !ore i! ortant. %hese soda co! anies have been leading the wa" in advertising ever since. ,D/;=%I:IN7 EI:%4=Y F #4AA;=#I,1: Pe si has definitel" leaned towards the a eal of celebrities$ o ular !usic$ and "oung eo le in television co!!ercials$ while #oke relies !ore heavil" on i!ages of ha iness and togetherness$ tradition$ and nationalis!$ er etuall" tr"ing to cash in on its original lead. In a si! lified sense$ "ou could su! u the strategies as Coke: Old, Pepsi: New. In fact$ as we will see$ when #oca-#ola tried so!ething new$ it was disaster. %he first !aga@ine ad for #oca-#ola a eared in Munsey's in 19'8. ,dvertise!ents began to a ear on billboards$ news a ers$ and streetcars. :oon there were serving tra"s with i!ages of eo le en+o"ing #oca-#ola$ and glasses with the cola>s na!e on the!. ,t this ti!e$ #oca-#ola and Pe si were served in drugstore soda fountains. In 19'9$ Pe si used its first celebrit" endorser$ auto!obile race driver (arne" 4ld-field$ in news a er ads. In 1981$ Pe si went bankru t$ but continued to a ear on the scene$ although not
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nearl" so successfull" as #oca-#ola. In 19*1$ Pe si went bankru t again$ but the new owner$ =o" Aegargel$ would hit u on an idea that would finall" give #oca-#ola so!e co! etition. In 19*3$ he !arketed Pe si in a 18-ouncebottle for a nickel. ,t the ti!e$ #oca-#ola was sold in a 6-ounce bottle for ten cents. /oilaG Profits for Pe si. Pe si racked u another first b" airing the first radio +ingle in 19*9. It was so o ular that it was la"ed in +ukebo<es and beca!e a hit record #oca-#ola hit the airwaves in 1931. In 1936$ inflation forced Pe si to increase rices. ,nd in 195'$ Pe si offered a larger 86-ounce bottle to court the "oung ,!erican housewife. In the 196'>s$ the cola ad wars !oved to television. #oca-#ola e! lo"ed a host of celebrit" singers to ro!ote the roduct$ including C nnie Fr"n!is * T + % nes* T,e Ne- $e"ts* N"n!( Sin"tr"* "nd T,e S'pre+es. ,s we !oved through the "ears$ both colas incor orated so!e of their best slogans -6Pe si 7eneration6 and 6the =eal %hing6. into subse?uent co!!ercials. In the 195's$ !arket research showed that consu!ers referred the taste of Pe si over #oke. %he Pe si #hallenge is still being conducted toda". (ut #oke ca!e u with what is arguabl" the best of all cola co!!ercials$ the /01/ I2d Li3e t $'( t,e W r#d " C 3e ad. %his land!ark was recalled in #hrist!as versions in 19&* and /045$ and a /006 S'per $ -# "d$ which was enough to !ake so!e (ab" (oo!ers wee with nostalgia. In the 19&'>s$ Pe si lined u the celebrities$ starting with Mi!,"e# %"!3s n$ then Aadonna$ Aichael ). Fo<$ (ill" #r"stal$ 1ionel =itchie$ 7loria ;stefan$ )oe Aontana$ and others. #oke signed on Aichael )ordan$ New Hids on the (lock$ Aret," Fr"n3#in$ ;lton )ohn$ and Paula ,bdul. In 19&5$ res onding to the ressure of the Pe si #hallenge taste tests$ which Pe si alwa"s won$ #oca-#ola decided to change its for!ula. $i## C s7( was the itch!an. %his !ove set off a shock wave across ,!erica. #onsu!ers angril" de!anded that the old for!ula be returned$ and #oca-#ola res onded three !onths later with Classic Coke. ;ventuall"$ New #oke ?uietl" disa eared. Pe si$ !eanwhile$ had its own flo $ #r"stal Pe si$ which was su osed to catch the strange wave of
the ti!es when ever"thing colorless was clean and desirable -Ii!a$ bottled water. . ,nd then there was Pepsi Lite with the le!on" flavor and one calorie$ introduced in 1955. =e!e!ber that oneJ , arentl" the" didn>t e< ect us to because later the" gave us Pe si 4ne$ using the sa!e conce t$ but a co! letel" different taste. ,nd$ e<tending the idea even further$ we are now getting Pe si
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%wist$ a new roduct with a twist of le!on flavor.
In 1991$ R"( C,"r#es sang$ 6You got the right one bab"$ uh- huhG6 ,lso in the 199's$ #ind" #rawford and the Spi!e 8ir#s itched Pe si. ,nd then Pe si aired co!!ercials featuring the "ggr"&"ting #itt#e gir# 9H"##ie Eisen7erg: -it, ,er tr '7#ing +"#e & i!e. In the new centur"$ both colas continue to battle it out on the television screen. ,nd celebrities continue to be i! ortant ro!oters. =ecentl"$ Pe si has had co!!ercials b" $ 7 D #e and F"it, Hi##* a!ong others
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CONTROVERSY ON PRESENCE OF PESTICIDES In 8''* and again in 8''6$ the #entre for :cience and ;nviron!ent -#:;.$ a non-govern!ental organi@ation in New Delhi$ clai!ed that soda drinks roduced b" !anufacturers in India$ including both Pe si and #oca-#ola$ had dangerousl" high levels of esticides in their drinks. (oth Pe si#o and %he #oca-#ola #o! an" !aintain that their drinks are safe for consu! tion and have ublished news a er advertise!ents that sa" esticide levels in their roducts are less than those in other foods such as tea$ fruit and dair" roducts
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PEPSI;S MARKETIN8 STRATE8IES
Pe si0s a roach is radicall" different fro! that of #oke2 Pe si has gone in for concentration seg!entation. Pe si has targeted the "outh seg!ent instead of tr"ing to be so!ething to all seg!ents. Pe si has since beginning strove to achieve its international osition as Ka drink for the new generation0 in India. Eel ed b" E%,0s forceful visuals and creative$ Pe si has been successful in ositioning itself for the "ounger generation.
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SELLIN8 PROCESS Pe si has a ver" well !anaged selling s"ste!. It takes as lot of care to ensure that the roducts -Pe si bottles. are available to the consu!ers. Pe si soft drinks are roduced in our lant in different :H9s -:tock kee ing units. and distributed to our distributor and the" further su l" to the retailer. :ahibabad -7I(. has been divided around 13 routes which are called direct routes. For ever" route there is a =outs ,gent. =oute ,gent !oves with the co! an" owned truck and ensure that !a<i!u! sho s are covered each da"$ so that regular su l" of Pe si soft drinks is !ade.
=outs agents take the order fro! the sho kee ers and then with the hel of loaders the" give the re?uired nu!ber of crates to the retailer or sho kee er F then !ove to ne<t. 4ur lants also have so!e agenc" in each rout. %he" su trucks are not able to reach. %hese areas are called indirect-routes. l" in the areas where Pe si0s
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MARKETIN8 STATE8IES OF COCA-COLA ": PRODUCT #oke was launched in India in ,gra$ 4ctober 83$ in >9*>$ soon after its traditional all Indian launch of its #ola. ,t the s arking new bottling lants at Eathra near ,gra. #oke was back with a bang after its e<it in 1955. #oke was lanning to launch in ne<t su!!er the orange drink$ Fanta-with the clear le!on drink$ s rite$ following later in the "ear. #oke>s roduct line includes$ #oca-#ola$ %hu! s 9 $ Fanta$ Aaa@a$ : rite$ #lub :oda$ 5-u $1i!ca$Fanta a le$ Diet #oke. PACKA8IN8 #oca-#ola India 1i!ited -##I1. has bottled its #ola drink in different si@es and different ackaging i.e.$ 8'' !l bottle$ *'' !l. (ottle$ **' !l. #ans$ 5'' !l. ,nd bottles of 1 and 8 litre. P=4D9#% P4:I%I4NIN7 4ne i! ortant thing !ust be noticed that %hu! s 9 is a strong brand in western and southern India$ while #oca #ola is strong in Northern and ;astern India. Cith volu!es of %hu! s u being low in the ca ital$ there are likel" chances of #oca #ola slashing the rices of %hu! s 9 to =s. 5 and continue to sell #oca #ola at the sa!e rate. ,nal"sts feel that this strateg" !a" hel #oke since it has 8 #ola brands in co! arison to Pe si which has +ust one. %hu! s 9 accounts for 3'L of #oca #ola #o! an"0s turn over$ followed b" #oca #ola which has a 8*L share and 1i!ca which accounts for 15L of the turn over of the co! an". Ce will sell whatever consu!ers want us to6. #oca #ola India has with adventure "outh. ositioned %hu! s u as a beverage associated with adventure because of its strong taste and also !aking it co! ete with Pe si as even Pe si is associated
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7: PRICE %he rice being fi<ed b" industr"$ leaving ver" little role for the la"ers to la" in the setting of the rice$ in turn !aking it difficult for co! etitors to co! ete on the basis of rice. %he fi<ed cost structure in #arbonated :oft Drinks Industr"$ and the intense co! etition !ake it ver" difficult to change or alter the rices. %he various costs incurred b" the individual co! anies are al!ost unavoidable. %hese being the costs of concentrates$ standard bottling o erations$ distributor and bottlers co!!issions$ distribution e< enses and the ro!otional and advertising e< enditure -,s far as #oke is concerned$ it had to incur a little !ore than Pe si as Pe si aved its wa" to India in 19&9 while #oke !ade a co!eback in 199*.. #urrentl" a *'' !l. #oke bottle is available for =s1' the **' can was initiall" available for =s. 15 and now =s.8'. %he rices of 5'' !l$ 1 litre. ,nd 8ltr being =s8' =s.*5 and =s.5' res ectivel" -according to the current surve".. !: PLACE #oke !a" have gained an earl" advantage over Pe si since it took over Parle in 1993. Eence$ it had read" access to over 8$ ''$''' retailer outlets and 6' bottlers. #oke was had a better distribution network$ owing to the wide network of Parle" drinks all over India. #oke has further e< anded its distribution network. #oke and its roduct were available in over *$ ''$''' outlets -in contrast with Pe si>s 8$ 55$'''.. #oke has a greater advantage in ter!s of geogra hical coverage. #oke and Pe si have devised strategies to get rid of !iddle!en in the distribution network. Eowever$ 5'L of the industr" unfortunatel" de ends on these !iddle!en. ,s of now$ around 1'' agents are resent in Delhi. (ottlers of the 8 !ultinationals have strongl" felt the need to re!ove these !iddle!en fro! the distribution s"ste!$ but ver" little success has been achieved in doing so.
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d: PROMOTION It !ust be re!e!bered that soft drinks urchases are an 6i! ulse bu" low involve!ent roducts6 which !akes ro!otion and advertising an i! ortant !arketing tool. %he 8 arch rivals have s ent a lot on advertising and on ro!otional activities. A!! rding t P"'# St 7"rt$ ,dvertising encourages custo!ers to recogni@e the ?ualit" the co! an" offers. Price ro!otions often roduce short-ter! sales increases. #oca #ola has entered new !arkets and also develo ing !arket econo!ics -like India. with !uch-needed +obs.
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:%=,%;7I;: ,D4P%;D (Y #4#, #41, ,ND P;P:I
T,e Pepsi Pr !ess< Des ite being a global brand$ Pe si has built its success on !eeting the Indian consu!er0s needs$ articularl" in ter!s of !aking the brand s"nchroni@e with locali@ed events and traditions. Instead of har ing on its global lineage$ ergo$ it tries to lug into ethnic festivals$ use the vernacular indifferent art of the countr"$ and blend into the local fabric. Pe si is using both national ca! aigns-such as the Drink Pe si$ 7et :tuff sche!e$ which offers large discounts on other roducts to Pe si-bu"ers as well as local. T,e C !" ! #" C p(< Instead of creating a bond with the custo!ers through s!all but high-i! act events$ #oca-#ola chose to associate itself with national and international !ega events like the Corld #u #ricket$ 1996$ and world cu football 199&. (ut now coke is also entering into local actions. #oke is also tr"ing to !ake their brand s"nchroni@e with locali@ed events traditions and festivals. #oca-#ola new tag line in this advertise!ent is M=eal sho wa" #oke is co " Pe si. EMPOWERMENT T,e Pepsi Pr !ess< 4nce of the strongest wea ons in Pe si0s ar!or" is the fle<ibilit" it has e! owered its eo le with. ;ver" !anager and sales erson has the authorit" to take whatever ste s he$ or she$ feels will !ake consu!ers aware of the brand and increase its consu! tion. T,e C 3e C p(O Fle<ibilit" is the wea on that #oca-#ola$ fettered as it is b" the need for a rovals fro! ,tlanta for al!ost ever"thing. In the ast$ this has shown u in its stubborn insistence on +unking the franchisee network it had ac?uired fro! Parle2 in its de endence on its own feedback !echanis! over that of its bottlers20 and on its head?uarters-led a roach.
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ing$ =eal refresherN. In this
P=I#; T,e Pepsi pr !ess< Pe si has consistentl" wielded its ricing strateg" as in invitation to sa! le$ ai!ing to turn trial into addiction. It launched the 5'' !l bottle in 1993 at =s. 1& versus %hu!s 9 0s =s. 9$ in , ril$ 1996$ its 1.5 litre bottle followed #oke into the !arket lace at =s. *' P =s 5 less than #oke0s .(ut it couldn0t continue the lower rice ositioning for long. T,e C 3e C p(< Initiall"$ coke carbon-co ied the strateg" b" introducing its **'!l cans in )anuar" 1996$ at an invitation rice of =s. 15 before raising it to =s.1&. (" this ti!e$ it had reali@ed that the #oca-#ola brand did not hold enough attraction for custo!ers to fork out a re!iu!. Fro! the above icture we can observe that fro! origin itself Pe si #o! an" has been changing its 1ogos but #oke #o! an" has not at all changed its 1ogo for! the beginning. Fro! this we can understand that Pe si #o! an" has been tr"ing to create so!e lace in a differentl" with its new 1ogos where as #oke #o! an" tried to fi< the sa!e 1ogo as brand na!e. Previousl" the na!e of Pe si is Pe si-#ola$ and now it is changed to Pe si. %he reason for changing the 1ogos of Pe si continuousl" was it !erged !an" of the largest Food #o! anies with Pe si like %ro icana$ Fritos 1a" and 7ala<" #o. and etc. ever" ti!e when !erged with an" #o! an" it changed its 1ogos$ because of this reason Pe si beca!e the largest food based roducts roducer in the world. #oke #o! an" is confined to the soft drink roduction onl". ,s #oke #o! an" has not changed its 1ogo$ it is totall" fi<ed in the !inds of the eo le of the world. %he eo le of the world have so!e what confusion on the 1ogo of Pe si #o! an" as it changed its 1ogos #ontinuousl". ;ven though Pe si #o! an" changed its 1ogos continuousl"$ it has not changed its slogans that !uch fre?uentl". (ut in case of #oke #o! an"$ it has not at all changed its 1ogo but changed its slogans ver" fre?uentl"$ so!eti!es thrice and trice0s a "ear. Fro! this it is concluded that Pe si #o! an" tried to create a brand i!age of the #o! an" in the !inds of the custo!ers using its different 1ogos but the sa!e :logans about the roducts. (ut in case of #oke #o! an" it tried to create a brand i!age of the #o! an" with the sa!e 1ogo and different :logans about the roducts. In this !anner the two giant #o! anies in the soft drinks industr" co! ared and differentiated with each other.
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%his cola wars beca!e ver" co!!on to the soft drink #o! anies. :oft drinks beca!e a art of ever" da" life of the eo le in all over India and other countries of the world. %he o culture has !ade resisting the te! tation of sugar based carbonated beverages virtuall" i! ossible for !ost. %he soft drink war between Pe si and #oke kee on going and increasing da" b" da". %he" are using the different techni?ues to attract the custo!ers towards their roducts. %he cola roducts areO Pepsi Pe si C 3e #oca-#ola %hu! s u #oke #o! an" has the two cola brands$ whereas Pe si has onl" one brand of cola. Pe si #o! an" is using e<cellent !arketing strategies$ such as celebrit" roducts !ainl" the cola
a earances to sell their roducts where as #oke0s realistic a roach has laced the! at the to of the soft drink industr"$ !ainl" in the case of cola sales. Ce can observe the cola war through the ,dvertising of the two co! anies in the television. %he" re are the ,ds to co! ete with one another. %he" will hire the fa!ous ersons and the celebrities for their ,ds. %he" will invest lots of a!ount on advertising. %hrough the advertising onl" the sales of the soft drinks are in creased. ;ven though Pe si tr"ing to get the No-1 lace in the soft drinks industr" the statistics have shown that the" are not able to get that osition when co! ared to #oke #o! an" for the ast few "ears. In case of ,dvertising Pe si do!inated #oke because !ost of the custo!ers are attracted toward the Pe si #o! an"0s ,ds onl" not to the #oke #o! an"0s ,ds because Pe si is s ending !ore on advertising re aration when co! ared to #oke #o! an". Pe si #o! an" is using the fa!ous celebrities when co! ared to #oke #o! an" and this increases the influence of the advertising on the custo!ers. (oth co! anies are conducting their o erations successfull" in !ore than 8'' countries in the world. %he war is going on in ever" countr" all over the world. Pe si changed its 1ogos fre?uentl" 9 ti!es fro! its origin but #oke #o! an" has not at all changed its 1ogos$ this is
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a great thing that we can observe.
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=. METHODOLO8Y Ce have done Des!ripti&e rese"r!, to find out our ob+ectives. In descri tive research we use the pri+"r( and se! nd"r( d"t". =esearch !ethodolog" is the wa" to s"ste!aticall" solve the research roble!. %he !ethod used for the research is Descri tive =esearch to find out our ob+ectives. In descri tive research we use the ri!ar" and secondar" both data$ S"+p#e Design for ri!ar" data have been collected through robabilit" sa! ling. In which I have used convenient sa! ling. D"t" is C ##e!ted through Aarket surve" in M'+7"i*S 't, M'+7"i*H"r7 'r Line > -estern Line. D"t" C ##e!ti n Instr'+ent< - Cell re ared str'!t'red ?'esti nn"ires were used in this stud"$ which includes both closed-ended and few o en-ended ?uestions to get infor!ation based on the ob+ective of the research rocess. Peo le of different age grou fro! different econo!ic background were asked to fill the ?uestionnaire containing 15 ?uestions. S"+p#e Si@e is taken 56 out of which 5 ?'esti nn"ires had been re+ected due to Aistakes$ which was !ade b" the res ondents.
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SOURCE OF COLLECTION OF DATA ,ll the useful data which were re?uire for this research has been collected through Pri!ar" and secondar" date. Pri+"r( d"t" collected through A'esti nn"ire Se! nd"r( d"t" collected through Internet$ Aaga@ines and News a er
ASSUMPTIONS It is assu!ed that the chosen sa! le is the re resentation of whole o ulation. It is assu!ed that infor!ation rovided b" the sa! les is accurate and best of their knowledge.
REPRESENTATION OF DATA THROU8H CHART

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=,%I4 4F A,1; F F;A,1; =;:P4ND,N% %otal nu!bers of res ondent were 3' out of which 3 ?uestionnaires is re+ected. :o final date inter retation is done on the basis of onl" *6 ?uestionnaires.
%otal res ondent were *6 8ender Aale Fe+"#e N'+7er *' 6
PROFILE OF RESPONDENT
%otal res ondent were *6 Pr )i#e N'+7er

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:tudent :ervice !en Eousewife Professional (usiness!an Ot,ers
15 & 8 * 3 8
REASON $EHIND CHOOSIN8 THE PRODUCT %otal res ondent *6 Pre)eren!es %aste ,dvertise!ents :che!es
N ) Resp ndent 8& 3 5

Page 22
;as" availabilit" Peo le 1ike Ot,ers
3 1 1
EFFECT OF ADVERTISMENT %otal res ondent *6 In)#'en!e ) Ad&ertise+ents Yes N
N 13 88
) Resp ndent
Page 23
$RAND LOYALTY If the desired variet" of beverage is not available at articular sho $ how does consu!er res ondJ %otal res ondent *6 Resp nd %ake another variet" /isit ne<t sho :uggest to have sa!e variet" P stp ne de!isi n
N ) Resp ndent 11 16 6 *
Page 24
RESENCE OF PESTICIDES %otal res ondent *6 Resp nd Full" disagree ,gree to so!e e<tent F'##( "gree
N ) Resp ndent 15 19 8
Page 25
CONSUMPTION OF $EVERA8RS Eow often eo le consu!e beveragesJ %otal res ondent *6 Resp nd 4nce a week %wice a week Aore than twice a week 4nce in two week
N ) Resp ndent 9 1' 5 8

Page 26
W,en e&er ( ' re?'ired
1'
SATISFACTION LEVEL WITH PEPSI COMPANY SERVICE 9S'pp#(:< S.N 1 8 * 3 M"r3et Au!bai :outh Au!bai Earbour Cestern Hig,#( s"tis)ied 8' 1& 16 1& S"tis)ied 16 15 1& 16 N t s"tis)ied ' * 8 8
Page 27
It is found fro! table *.& that in all these areas !a+orit" of the retailers are highl" satisfied with the Pe si service and less nu!ber of the retailers is satisfied with the service of the Pe si #o! an". 4n an average of all the !arkets !ost of the retailers0 i.e.65L is highl" satisfied with the Pe si service -su l".$ **L retailers are satisfied with the service of the Pe si and the re!aining 8L are not l". of the Pe si #o! an". INTERPRETATION 4n the basis research the facts which have co!e outO9nder the brand na!e of coke %hu! s u is !arket leader with 8&L !arket share and Fanta is second largest with 8*L !arket share. %he o ulation between 18- *' "ear refer the cola roducts$ while o ulation above to 5' and below 18 refer soft drinks$ and o ulation refer both in %ricit". 4nl" *&L o ulation onl" influenced b" advertise!ent$ rest 68L o ulation belies that
Page 28
satisfied with the service of the Pe si #o! an". :o it is concluded that the retailers are highl" satisfied with the service -su
,dvertise!ents are not !uch effective. 35L o ulation are lo"al to words there roduct. 53L o ulation beliefs there cold drink have esticide u to so!e e<tent. Instead of that the" are using cold drinks. 55L of o ulation is being influenced b" taste onl"$ while 1' L o ulation b" ,dvertise!ents onl".
RESEARCH FINDIN8S ,s it was 1st research Pro+ect of our life$ so it gave us lot of e< erience which will be ver" hel ful in our life 4n the basis of that research we find that in case of beverages eo le are !uch influenced b" taste rather than ,dvertise!ents and other things. we co!e to know that Young generation is the biggest consu!er of cold drinks than an" other. (" this research we anal"@e that !ale refer cola dinks$ while fe!ale refer soft drinks.
Page 29
Fre?uenc" of consu!e to cold drinks is higher of !ale than fe!ale. (" co!bining all the beverage verities we co!e to know that %hu! s u is the !arket leader with 13 L total !arket share while Pe si is the second highest !arket leader with 1*L !arket share. If the (u"ing decision of consu!er is rated 1st reference will go to %aste$ *rd reference will go to sche!es$ 8nd will go to (rand$ 3th reference will go to Price$
RECOMMENDATION %hough the coke is en+o"ing about 53L of the total !arket share and it is !arket leader in Indian beverage industr". Chile with the 36 L !arket share Pe si is on the second ste . If we are anal"@ing ro erl" then we find Pe si is s!all roduct ortfolio than coke$ which is res onsible for its second osition. Pe si should increase its roduct ortfolio to ca ture the #oke0s !arket share. #o! anies should focus on the taste of the roduct because 55L o ulation is influenced b" taste onl". Young generation is the otential consu!er so co! anies should !ore focus on the!. ,s we find that 3' L o ulation consu!es 8''!l cold drinks. Chich co!es in glass bottles$ these bottles are being retuned back for refilling to co! aniesJ Chich is incurred again cost of re-trans ortation. If co! an" start to su l" 8'' !l cold drinks in et bottles - lastid bottles. it will be good for co! an" because 3'L of o ulation is using onl" 8''!l.
Page 30
LIMITATIONS It was our 1st research ro+ect so due to curiosit" we ut our whole heart on this ro+ect. (ut still there are certain li!itations while doing the research work. :o!e of the li!itations are as follows. 4ne of the biggest li!itations with this ro+ect work is the ti+e )"!t r. %he s"+p#e si@e of 3' res ondents is too s!all to find out the consu!er erce tion. (ecause we both were covering Pe si F #oke both. %here !ight have been tendencies a!ong the res ondents to a! lif"ing or filter their res onses under the testing. In so!e cases$ the res ondent was not giving us the ro er re l". EeQshe !ight think that this is onl" wastage of ti!e or this !ight create so!e roble! etc. ,nd as a result heQshe has given so!e
Page 31
fake answers and fills the ?uestionnaire ver" casuall". %he area of stud" is li!ited and confined to certain li!itation. It is ossible that so!e otential source !ight have re!ained unta ed. :ince the result has been drawn on the basis of the infor!ation rovided b" the res ondents therefore there is a chance of error.
ANALYSIS AND FINDIN8S $Y WAY OF SPSS

VAR00001 Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00 11.00 12.00 13.00 1 1 1 1 1 1 1 1 1 1 1 1 1 Percent 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 Valid Percent 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 Percent 2.8 5.6 8.3 11.1 13.9 16.7 19.4 22.2 25.0 27.8 30.6 33.3 36.1
Page 32
14.00 15.00 16.00 17.00 18.00 19.00 20.00 21.00 22.00 23.00 24.00 25.00 26.00 27.00 28.00 29.00 30.00 31.00 32.00
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8
2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8 2.8
38.9 41.7 44.4 47.2 50.0 52.8 55.6 58.3 61.1 63.9 66.7 69.4 72.2 75.0 77.8 80.6 83.3 86.1 88.9
-2.458 -
Page 33
R8. VAR6666= #u!ulative Fre?uenc " /alid 1.'' 8.'' *.'' 3.'' %otal 15 15 8 8 *6 Percen t 35.8 31.5 5.6 5.6 1''.' /alid Percent 35.8 31.5 5.6 5.6 1''.' Percent 35.8 &&.9 93.3 1''.'
Page 34
R*. VAR6666B #u!ulativ e Fre?uenc " /alid 1.'' 8.'' %otal *' 6 *6 Percent &*.* 16.5 1''.' /alid Percent &*.* 16.5 1''.' Percent &*.* 1''.'
Page 35
R3. VAR66665 #u!ulativ e Fre?uenc " /alid 1.'' 8.'' *.'' 3.'' 5.'' 6.'' %otal * 3 & 15 8 8 *6 Percent &.* 11.1 88.8 35.8 5.6 5.6 1''.' /alid Percent &.* 11.1 88.8 35.8 5.6 5.6 1''.' Percent &.* 19.3 31.5 &&.9 93.3 1''.'
Page 36
R5. VAR6666C #u!ulativ e Fre?uenc " /alid 1.'' 8.'' %otal *8 3 *6 Percent &&.9 11.1 1''.' /alid Percent &&.9 11.1 1''.' Percent &&.9 1''.'
Page 37
R.6 VAR6666D #u!ulativ e Fre?uenc " /alid 1.'' 8.'' %otal 88 13 *6 Percent 61.1 *&.9 1''.' /alid Percent 61.1 *&.9 1''.' Percent 61.1 1''.'
Page 38
R.5
VAR00007 Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 T tal 7 3 3 7 9 2 2 3 36 Percent 19.4 8.3 8.3 19.4 25.0 5.6 5.6 8.3 100.0 Valid Percent 19.4 8.3 8.3 19.4 25.0 5.6 5.6 8.3 100.0 Percent 19.4 27.8 36.1 55.6 80.6 86.1 91.7 100.0
Page 39
R&. VAR66664 #u!ulative Fre?uenc" /alid 1.'' 8.'' *.'' 3.'' %otal 8' 5 * & *6 Percent 55.6 1*.9 &.* 88.8 1''.' /alid Percent 55.6 1*.9 &.* 88.8 1''.' Percent 55.6 69.3 55.& 1''.'
Page 40
R9. VAR66660 #u!ulative Fre?uenc" /alid 1.'' 8.'' *.'' 3.'' %otal 18 & 5 9 *6 Percent **.* 88.8 19.3 85.' 1''.' /alid Percent **.* 88.8 19.3 85.' 1''.' Percent **.* 55.6 55.' 1''.'
Page 41
Page 42
R1'. VAR666/6 #u!ulative Fre?uenc" /alid 1.'' 8.'' *.'' %otal & 15 1* *6 Percent 88.8 31.5 *6.1 1''.' /alid Percent 88.8 31.5 *6.1 1''.' Percent 88.8 6*.9 1''.'
R 11.
Page 43
VAR666// #u!ulative Fre?uenc" /alid 1.'' 8.'' *.'' 3.'' %otal 5 1& 6 5 *6 Percent 19.3 5'.' 16.5 1*.9 1''.' /alid Percent 19.3 5'.' 16.5 1*.9 1''.' Percent 19.3 69.3 &6.1 1''.'
!12.
VAR00012 Cumulative
Page 44
Frequency Valid 1.00 2.00 3.00 4.00 T tal 17 16 2 1 36
Percent 47.2 44.4 5.6 2.8 100.0
Valid Percent 47.2 44.4 5.6 2.8 100.0
Percent 47.2 91.7 97.2 100.0
!13.
VAR00013 Cumulative
Page 45
Frequency Valid 1.00 2.00 T tal 21 15 36
Percent 58.3 41.7 100.0
Valid Percent 58.3 41.7 100.0
Percent 58.3 100.0
!14.
VAR00014 Cumulative Valid 1.00 Frequency 9 Percent 25.0 Valid Percent 25.0 Percent 25.0
Page 46
2.00 3.00 4.00 T tal
11 9 7 36
30.6 25.0 19.4 100.0
30.6 25.0 19.4 100.0
55.6 80.6 100.0
!15.
VAR00015 Cumulative Frequency Valid 1.00 11 Percent 30.6 Valid Percent 30.6 Percent 30.6
Page 47
2.00 3.00 4.00 T tal
11 9 5 36
30.6 25.0 13.9 100.0
30.6 25.0 13.9 100.0
61.1 86.1 100.0
R 16
Cumulative Frequency Valid 1.00 2.00 3.00 7 9 6 Percent 19.4 25.0 16.7 Valid Percent 19.4 25.0 16.7 Percent 19.4 44.4 61.1
Page 48
4.00 5.00 6.00 T tal
7 4 3 36
19.4 11.1 8.3 100.0
19.4 11.1 8.3 100.0
80.6 91.7 100.0
R.15
VAR00017 Cumulative Frequency Valid 1.00 2.00 3.00 12 18 3 Percent 33.3 50.0 8.3 Valid Percent 33.3 50.0 8.3 Percent 33.3 83.3 91.7
Page 49
4.00 T tal
3 36
8.3 100.0
8.3 100.0
100.0
CONCLUSION ,fter the co! letion of ro+ect we have seen the different as ects of this Pr Ee!t. ,lso we have gained so!e new e< erience about the consu!er research. Chile surve"ing we have !et a large nu!ber eo le$ with different erce tions$ with different nature$ and as a result of this we have learnt a lot of things like how to talk with the different eo le with different behavior. Ce have benefited a lot and this will definitel" hel us a lot in the future. ,lso the outco!e that ca!e out fro! this research work is that in Tri!it( ! 3e is t,e +"r3et #e"der -it, C5F +"r3et s,"re. Pepsi is ,"&ing n#( 5DF +"r3et s,"re. We ! +e t 3n - t,"t Pepsi is t,e #e"ding 7r"nd ) Pepsi ! . -it, =0F +"r3et s,"re ) its t t"# +"r3et s,"re "nd T,'+s 'p is t,e #e"ding 7r"nd ) ! 3e -it, =4F +"r3et s,"re ) itse#).
Page 50
T,r 'g, t,is rese"r!, -e "#s ! +e t 3n - t,"t ( 'ng gener"ti n is t,e p tenti"# +"r3et ) r 7e&er"ge ind'str(* t"ste is t,e /st pre)eren!e t !, sing t,e pr d'!t "nd ne + re i+p rt"nt )"!t r t,"t 7e# - /= (e"rs "nd "7 &e t C6(e"rs pe p#e #i3e t,e s )t drin3s -,i#e pe p#e 7et-een /=- B6 (e"r pre)er ! #" drin3s "nd rest pe p#e -, ! +es in 7et-een B6 -C6 (e"r ,"&e ! ++ n.
Page 51
Ruestionnaire
Dear sirQ !ada!$
Ce are the student of 7ian )"oti institute of !anage!ent and technolog" Aohali conducting a !arket research on M#o! arative stud" of custo!er satisfaction toward soft drinks with s ecial reference to Pe si and coca-colaN. Ce re?uest "ou to fill this ?uestionnaire and we will collect this data onl" for education ur ose
R1. N,A;O SSSSSSSSSSSS..
R8.7;ND;= -
A,1; F;A,1;
R*.4##9P,%I4N P=4F;::I4N,1 (9:IN;::A,N :;=/I#; :%9D;N% E49:;CIF; ,NY 4%E;=
R3. ,7; O 8'-85
85-*5 *5-35 ,(4/; 5'
R5. Do "ou take an" soft drinkJ no
Page 52
"es
R6. Do "ou take an" soft drink regularl" or occasionall"J =egularl" occasionall"
R5. Chich brand of cold drink "ou like the !ostJ a. Pe si c. Dew e. Aa@@a f. thu! s u b. 5u d. Airanda f. li!ca g. s rit
R&. Chat is the reason behind choosing "our brandJ a. %aste b. advertise!ent d. eo le like
c. ;asil" available
R9. Eow !an" ti!es in a week "ou take cold drinkJ a. 4nce c. %wice b. thrice d. !ore than * ti!es
R1'. Chich ?uantit" of "our cold drink "ou often urchaseJ a. 8''!l b. *''!l c. 5''!l
R11. Chich flavor do "ou generall" referJ
Page 53
a. 1e!on c. #ola R18. If cola which articular brand "ou likeJ a. Pe si b. thu! s R1*. If orange which articular brand "ou likeJ a. Airanda b. Fanta R13. If le!on which articular brand "ou likeJ a. Dew b. Airanda
b. orange d. others
c. li!ca d. 5 u
R15. :ince how !uch ti!e "ou are using "our brandJ a. 1-6 !onth b. 6-18-!onth c. 1-8 "ear d. !ore than 8 "ear
R16. ,dvertise!ent of which cola drink "ou re!e!ber the !ostJ a. #oke c. 5 u e. fanta c. Pe si d. s irit f. thu! s u
R15. If "our desired brand of cold drink is not available at articular sho then
a. %ake an" other brand
b. visit ne<t sho
c. :uggest to have that brand d. don0t take brand
R1&. Do "ou have an" suggestionsSSSSSSSSSSS. SSSSSSSSSSSSSS
Page 54
(I(1I47=,PEY InternetO www. e si.co! www.google.co! www.wiki idia.co! www. e sicenter$co! www.agenc"fa?s.co! www.indiainfoline.co! www. e sicoworld.co! (ooksO Aaga@ines =esearch a ers =esearch Aethodolog" b" #.= Hothari Aarketing research b" N,=;:E A,1E4%=,
Page 55
Page 56

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A COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARDS THE SOFT DRINK WITH SPECIAL REFERENCE TO PEPSI AND COCA-COLA

Ingredients #ola carbonated sugar

Product #oke$ %hu!su

#o! an" #oca-#ola

Airinda Aaa@a :lice 1i!ca

Airinda 1e!on : rite

%wist$ a new roduct with a twist of le!on flavor.

PEPSI;S MARKETIN8 STRATE8IES

:%=,%;7I;: ,D4P%;D (Y #4#, #41, ,ND P;P:I

ing$ =eal refresherN. In this

a great thing that we can observe.

REPRESENTATION OF DATA THROU8H CHART

%otal res ondent were *6 8ender Aale Fe+"#e N'+7er *' 6

%otal res ondent were *6 Pr )i#e N'+7er

:tudent :ervice !en Eousewife Professional (usiness!an Ot,ers

N ) Resp ndent 8& 3 5

;as" availabilit" Peo le 1ike Ot,ers

EFFECT OF ADVERTISMENT %otal res ondent *6 In)#'en!e ) Ad&ertise+ents Yes N

N ) Resp ndent 9 1' 5 8

W,en e&er ( ' re?'ired

ANALYSIS AND FINDIN8S $Y WAY OF SPSS

Frequency Valid 1.00 2.00 3.00 4.00 T tal 17 16 2 1 36

Percent 47.2 44.4 5.6 2.8 100.0

Valid Percent 47.2 44.4 5.6 2.8 100.0

Percent 47.2 91.7 97.2 100.0

Frequency Valid 1.00 2.00 T tal 21 15 36

Percent 58.3 41.7 100.0

Valid Percent 58.3 41.7 100.0

Percent 58.3 100.0

2.00 3.00 4.00 T tal

30.6 25.0 19.4 100.0

30.6 25.0 19.4 100.0

55.6 80.6 100.0

2.00 3.00 4.00 T tal

30.6 25.0 13.9 100.0

30.6 25.0 13.9 100.0

61.1 86.1 100.0

4.00 5.00 6.00 T tal

19.4 11.1 8.3 100.0

19.4 11.1 8.3 100.0

80.6 91.7 100.0

Dear sirQ !ada!$

R1. N,A;O SSSSSSSSSSSS..

R*.4##9P,%I4N P=4F;::I4N,1 (9:IN;::A,N :;=/I#; :%9D;N% E49:;CIF; ,NY 4%E;=

R3. ,7; O 8'-85

85-*5 *5-35 ,(4/; 5'

R5. Do "ou take an" soft drinkJ no

R11. Chich flavor do "ou generall" referJ

a. %ake an" other brand

b. visit ne<t sho

c. :uggest to have that brand d. don0t take brand

R1&. Do "ou have an" suggestionsSSSSSSSSSSS. SSSSSSSSSSSSSS

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%otal res ondent were 6 8ender Aale Fe+"#e N'+7er ' 6

85-5 5-35 ,(4/; 5'