Marketing Research

Proposal
Coke vs Pepsi in the University Student
Segment: A Quantitative Study
Deepak Karira
Muhammad Habib Shaikh
Muhammad Hasnain
Mustafa Shabbar
Zohair Abbas
Submitted to: Sir Faisal Ali Shaikh
Date: 29th March 2014

Contents
Research Topic.................................................................................................3
Research Background......................................................................................3
Research Objectives........................................................................................3
Action Standard...............................................................................................3
Information Needs...........................................................................................4
Geographical Coverage...................................................................................4
Target Respondents.........................................................................................4
Research Methodology.....................................................................................5
Selection of Sample Size..................................................................................5
Sample split.....................................................................................................5
Data Analysis Method......................................................................................6
Research Protocols...........................................................................................6
Deliverables.....................................................................................................6
Project Timeline...............................................................................................7
Project Cost......................................................................................................7

Research Topic
A Quantitative Study on Coca-Cola and Pepsi-cola in the Market segment of
University students.

Research Background
The Cola Market is dominated in Pakistan wholly and solely by two players:
Coca-Cola and Pepsi-Cola. These two companies are internationally
renowned multinational chains that have established a name for themselves
in the Cola market in Pakistan.
Mehran Bottlers Pvt. ltd were the first cola company in Pakistan that came
out in Pakistan and had the first mover advantage in the Pakistani cola
industry. Then Coca-Cola started its operations in the 1950s and after that
Pepsi started its operations in 1979. By the time Pepsi came out Coca-Cola
had captured more than 50% of the Market share in Pakistan.
Pepsis Marketing strategies focus on things that Pakistanis are extremely
passionate about which are cricket and Music. Coca-Colas marketing
strategies focus on things like happiness, family, fun, and pinpoint on the
youth and music.
We would like to know through our market research activities consumers
answers on various parameters like taste, advertisement etc in the segment
of University students.

Research Objectives
1. To determine the factors influencing targeted consumers choice of soft
drinks products and brands.
2. To identify the targeted customers buying pattern related to Coca Cola
and Pepsi products.

3. To determine the targeted consumers perception on the taste, price,

advertisements and celebrity endorsements related to Coca Cola and its subbrand Pepsi.

Action Standard
After research findings and analysis we are looking to find the answers of
students in the University segment about Coke and Pepsi across various
parameters

Information Needs
1. Demographics
2. Reasons for purchase of soft drink
3. Frequency of purchase, Use of soft drink
4. Influence on purchase
5. Brand preference
6. Brand awareness level

Geographical Coverage: Karachi

Target Respondents
Respondents
Age
Sec
Usage

Profile
University Students
17-25
A, B & C
Soft drink drinker

Research Methodology
Quantitative method of research will be used. Structured questionnaires will
be used for data collection.
We shall define the objective of the studies and frame the questions keeping
in mind the objectives of the study to analyze the preference of university
students of Karachi towards soft drink brands.
A team of trained people will conduct one-to-one interviews for data
collection.
We shall visit 4 universities of Karachi offering different programs of study.

Selection of Sample Size

We shall take a sample size of 120. The aim is to collect 120 samples for the
analysis. The samples would be such that they are consumers of soft drinks.
We shall also try to get an adequate ratio of men and women in the samples.

Sample split
Male
Female

University
A
15
15

University
B
15
15

University
C
15
15

University D
15
15

Respond
ents in
each Uni.

30

30

30

30

Total = 120 Respondents

Data Analysis Method

Percentage Analysis: Percentage analysis of the various answers in the
questionnaire meaning what percentage of customers out of 100 gave what
answer.
Change Analysis: What would happen to the demand of the product if any
one product characteristic is removed or changed for Example: Price!
One on One Interview Analysis: An analysis of the interviews we will be
conducting keeping in mind the various parameters regarding Coke and
Pepsi.

Research Protocols
We work as per our defined process with close check on our work ethics. All
the recordings, input, and data that we gather from the respondents wont
be shared with our client and would only be used for the academic purpose
and/or to reach to our research objectives by fulfilling the information needs.

Deliverables

Agen
cy
Client

Questionaires
Full Report
Presentation

Go Ahead
Instructions
Any Specific
Requirement
Timely Approval off
Questionaires

Project Timeline
Task
Go ahead
Drafting, feedback and
approval of questionnaire
Field work brief
Field work (one day at
each university)
Data processing

Number of working
days
1
3

Dates
29th March
30th March1st April

3
4

2nd-4th April

11th-12th
April
13th-15th
April
16th-17th
April
19th April

Data analysis

Report writing

Report submission and

presentation

7th-10th April

Project Cost
Items
Questionnaires
Stationary (pen &
papers)
Travelling expense
(visits to
universities)

Quantity

Amount (PKR)

130
15 & 50

800
200

1000