A

SUMMER TRAINING REPORT

ON

“CONSUMER BUYING BEHAVIOR OF GANESH SODA

FACTORY”

FOR
SHANTILAL CHAPANERIA

SUBMITTED BY:
PRAJAPATI AVINASH D.
Enrollment no
SUBMITTED TO:
S R LUTHRA INSTITUTE OF MANAGEMENT
MTB COLLEGE CAMPUS, NEAR ADARSH SOCIETY,
ATHWALINES, SURAT – 395001
JULY – 2010
2009-2011

1
 Declaration

I, Avinash D. Prajapati from S R Luthara Institute of Management, Surat, and here by

declare that the project report has been undertaken as a part of 2 nd Semester of MBA
syllabus of Gujarat Technological University, Ahmedabad. I declare that this report has
not been submitted to any other university or institute for any other purpose.

Date: -
Place: - Surat
______________
Mr. Avinash D. Prajapati

2
 Acknowledgement
_______________________________________________________________________
_
Project work is tedious work moment of joy & frustration interwoven in it. Many
people have stood by me to my work completion. As a gesture of heartfelt thanks, I
would like to express few words.

I wish to express my thanks to S R Luthura Institute Management, who gave me

the chance to do this project report on “Consumer Buying Behavior of Ganesh”.

I wish to express my heartfelt gratitude to my internal guide Mr. Narendrasinh

Devdhara whose Constant help and support at all stages of this project has enabled me to
complete it.

Last but not least, I thank to all those who have helped me directly or indirectly
during the course of this project.

3
 EXECUTIVE SUMMARY
_______________________________________________________________________

It is an exacting moment for me to present this project report. The proper care was
taken while organizing the project report so that it is easy to read and understand about
my survey on “Consumer Buying Behavior of Ganesh” in Bardoli region.

Ganesh product is one of the drinks used almost in Bardoli, Valod and Mahuva. It
is excellent source for the thrust. The Ganesh Soda Factory is one of the largest processed
beverage industries and its production has been steadily increasing. This study was
conducted to know the people buying behavior and consumption pattern towards soft
drink in Bardoli city, as all people is the target customer of the Ganesh. It is desirable to
have few insights about their buying behavior and consumption pattern. People enjoy
drinking soft drinks as energy drink at the time of snack and social occasion generally.

4
 INDEX

Chapter No. Topic Page No.

1 Industry Profile 2

2 Company Profile 6

3 Research Methodology 18
- Objective of the study
- Research design, Sample design, Data
collection tools
- Limitation of study

4 Data Analysis and Interpretation 25

5 Findings 35

6 Conclusion 36

7 Recommendation 37

8 Bibliography 38

9 Questionnaire 39

5
 TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project entitled “consumer buying behaviour of Ganesh Soda
Factory”” is a genuine Interim report carried out by “Avinash Prajapati” of S. R. Luthra
Institute of management, Surat at Bardoli, Surat.

He has given good performance through out the training period. I wish him all the best
for his bright career.

Shantilal V. Chapaneriya

6
 CHAPTER – 1

Introduction
 Industry Profile
Company Profile

7
 Industry Profile

Definition of the Industry

Soft drinks by definition are carbonated drinks that are non-alcoholic. Carbonated soft
drinks are also refereed to as soda, soda pop, pop, or tonic. The Soft Drink Industry
consists of establishments primarily engaged in manufacturing non-alcoholic, carbonated
beverages, mineral waters and concentrates and syrups for the manufacture of carbonated
beverages. Establishments primarily engaged in manufacturing fruit juices and non-
carbonated fruit drinks are classified in Canned and Preserved Fruit and Vegetable
Industry. Principal activities and products:
• Aerated waters;
• Carbonated beverages;
• Mineral and spring waters;
• Soft drink concentrates and syrup; and
• Soft drink preparation carbonating.

History

1798 the term "soda water" first coined.

1835 The first bottled soda water in the U.S. in.
1850 A manual hand & foot operated filling & corking device, first used for bottling soda
water in.
1881 The first cola-flavored beverage introduced.
1892 William Painter invented the crown bottle cap.
1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.
1898 "Pepsi-Cola" is invented by Caleb Brad ham.
1899 The first patent issued for a glass blowing machine, used to produce glass bottles.
1919 The American Bottlers of Carbonated Beverages formed.
Early 1920's The first automatic vending machines dispensed sodas into cups.
1923 Six-pack soft drink cartons called "Hom-Paks" created.
1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime
Sodas" later called "7 Up".
1934 Applied color labels first used on soft drink bottles, the coloring was baked on the
face of the bottle.
1952 The first diet soft drink sold called the "No-Cal Beverage" a gingerale sold by
Kirsch.
1957 The first aluminum cans used.
1959 The first diet cola sold.
1965 Soft drinks in cans dispensed from vending machines.
1965 The resealable top invented.
1966 The American Bottlers of Carbonated Beverages renamed The National Soft Drink
Association.

8
1970 Plastic bottles are used for soft drinks.
1973 The PET (Polyethylene Terephthalate) bottle created.
1979 Mello Yello soft drink is introduced by the Coca Cola company as competition
against Mountain Dew.
1981 The "talking" vending machine invented.

Introduction to soft drink in India:

India is one of the top five markets in terms of growth of the soft drinks market. The per
capita consumption of soft drinks in the country is estimated to be around 6 bottles per
annum in the year 2003. It is very low compared to the corresponding figures in US
(600+ bottles per annum). But being one of the fastest growing markets and by the sheer
volumes, India is a promising market for soft drinks. The major players in soft drinks
market in India are PepsiCo and Coca-Cola Co. like elsewhere in the world. Coca-Cola
acquired a number of local brands like Limca, Gold Spot and Thums Up when it entered
Indian market second time. Pepsi Co’s soft drink portfolio consists of Miranda and 7Up
along with Pepsi. The market share of each of the company is more or less the same,
though there is a conflict in the estimates quoted by different sources.

The major ingredient in a soft drink is water. It constitutes close to 90% of the soft drink
content. Added to this, the drink also contains sweeteners, Carbon dioxide, Citric
Acid/Malic acid, Colors, Preservatives, Anti Oxidants and other emulsifying agents, etc.
A soft drink is a beverage, often carbonated, that does not contain alcohol. (Carbonated
soft drinks are more commonly known as soda, pop, tonic, or soda pop in parts of the
United States and Canada, or fizzy drinks in the U.K. sometimes called minerals in
Ireland) The name "soft drink" specifies a lack of alcohol by way of contrast to the term
"hard drink". The term "drink", while nominally neutral, often carries connotations of
alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and
fruit punch are among the most common types of soft drinks, while hot chocolate, hot tea,
coffee, milk, tap water, alcohol, and milkshakes do not fall into this classification. Many
carbonated soft drinks are optionally available in versions sweetened with sugars or with
non-caloric sweeteners.

9
Types of soft drink in India:

Soft drinks are available in glass bottles, aluminum cans and PET bottles for home
consumption. Fountains also dispense them in disposable containers Non-alcoholic soft
drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be
further divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are
carbonated drinks while mango drinks come under non carbonated category.

The market can also be segmented on the basis of types of products into cola products
and non-cola products. Cola products account for nearly 61-62% of the total soft drinks
market. The brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet
coke, Diet Pepsi etc. Non-cola segment which constitutes 36% can be divided into 4
categories based on the types of flavors available, namely: Orange, Cloudy Lime, Clear
Lime and Mango.

Soft Drink Production area:

The market preference is highly regional based. While cola drinks have main markets in
metro cities and northern states of UP, Punjab, Haryana etc. Orange flavored drinks are
popular in southern states. Sodas too are sold largely in southern states besides sale
through bars. Western markets have preference towards mango flavored drinks. Diet coke
presently constitutes just 0.7% of the total carbonated beverage market.

10
Growth promotional activities:

The government has adopted liberalized policies for the soft drink trade to give the
industry a boast and promote the Indian brands internationally. Although the import and
manufacture of international brands like Pepsi and Coke is enhanced in India the local
brands are being stabilized by advertisements, good quality and low cost.

The soft drinks market till early 1990s was in hands of domestic players like campa,
thumps up, Limca etc but with opening up of economy and coming of MNC players
Pepsi and Coke the market has come totally under their control.

Packaging of soft drink:

In the India, generally soft drinks are sold two liter, 1.5 liter, 500 ml, 200 ml, 100ml.
In Australia soft drinks are usually sold in 375mL cans or glass or plastic bottles. Bottles
are usually 390mL, 600mL, 1.25L or 2L. However, 1.5L bottles have more recently been
used by the Coca-Cola Company.

Banning of soft drink:

In August 2006, after a controversial new report about the presence of pesticides in soft
drinks sold in India, many state governments have issued a ban of the sale of soft drinks
in schools. Kerala has issued a complete ban on the sale or manufacture of soft drinks
altogether. In return, the soft drink companies like Coca Cola and Pepsi have issued ads
in the media regarding the safety of consumption of the drinks. Since there is yet no
enforcement [citation needed] of the agreed standards by Bureau of Indian Standards, the
governing body to oversee the safety levels, in soft drinks in India, it is to be seen how
this situation is to be resolved.

11
 COMPANY PROFILE

The Foundation:

The foundation was laid when a young boy in his teens-Vitthalbhai Mangubhai
Chapaneriya -began his career selling aerated soft drinks made by Surat Hind Soda
Factory. Shantilal son of Vitthalbhai had the tremendous vision to prove the competence
of Indian brands.

12
 It was this vision that laid the foundation of a new era in the Indian soft drink
industry in the form of Ganesh Soda Factory which was to later come out with one of the
phenomenal brands in Bardoli-Ganesh.

The Brand: GANESH

The brand name-Ganesh-was derived from the name of god. The brand has been
given a new, contemporary look ever since it’s repositioning as a speciality drink in
November ’99 with the catchy base line “TASTE OF LIFE”.

In the last few years it has been seen that the consumption of carbonate beverages
has grown in every segment of the market and it is consumed more people and the
forecast do not show its showing down. Not only market has grown, consumption per
head has also increased. The company is looking for its growth desirous, progressive with
an open mind and ready to take on challenges.

At present Mr. Shantilal V. Chapaneriy, Mr. Dipak S. Chapaneriya. is handling

the whole company

13
Quality Approach:

- Delighting our customers:

Customer satisfaction is our sole motto. Our identification of our customers

includes every person who comes in the business with us.

- Generating innovation and change:

We understand that our market and our industry are fast changing and we accept
that change and it brings the opportunity to grow and improve. That’s why we are
proactive in raising new ideas and encouraging innovation in everything we do. The new
Product introduce is gatagat ready to drink sorbet in three flavour Mango, Limbupani,
Kalakhatta.

14
- Behaving with integrity and honesty:
We operate our business in the same way we lead our personal life. We are
honest, open and generous. This is a moral choice – but it is also a commercial
imperative. Our market reputation depends on how we behave.

To maintain the trust and confidence of our customers, suppliers, colleagues and
employees we act with integrity at all times. And by acting with integrity, we in turn get
the best from others.

- Valuing and trusting people:

We recognize the importance of individuals and value their contribution. We are

all team members and yet retain a strong personal accountability – and so we recognize
and reward both individual and collective achievement in order to encourage further and
greater achievement in future.

Distribution Line of GANESH

Distribution is an important function of any organization. Making the product

available at the right place and at the right time with less cost is the key objective of any
distribution Management Personnel. India is a vast country, reaching each consumer–
therefore, becomes a very difficult task for any organization.

A general two-tier distribution system followed by GANESH:

Factory

15
 Retailers

Consumers

The product of GANESH :

Product / Brand Name Packaging Rate
(24 Bottles per Crates) (Per Bottle)
Ganesh Strong Soda 300ml 4 Rs.
Orango 250ml 6 Rs.
Masala Soda 250ml 6 Rs.
Limbuda 250ml 6 Rs.
Picnic 250ml 6 Rs.
Ginger 250ml 6 Rs.
Lemon 300ml 6 Rs.
Limbu Soda 300ml 5 Rs.
PET Soda 600ml 12 Rs.

16
 CHAPTER – 2

Main Studies
Introduction of the Topic

17
Consumer Buying Behavior:
Definition of consumer buying behavior:

The aim of marketing is to meet and satisfy target customer needs and wants. The field
of Consumer behavior shows how individual, group and organizations select, buy, use
and dispose of goods, services, ideas or experience to satisfy their needs and desires.

To know consumer behavior and knowing customer is a complex thing. Ideology of

customer is that they may say one thing but do not another. They may behave in a certain
way, influenced by last minute change in their mind.

Types of consumer buying behavior:

There are four types of consumer buying behavior as under:
1. Complex buying behavior
2. Reducing buying behavior
3. Habitual buying behavior
4. Variety securing buying behavior

1. Complex buying behavior:

Complex buying behavior involves a three-step process. First, the buyer develops beliefs
about their product. Second, he or she develops attitude about their product. Third, he or
she makes thoughtful choice. Consumer engaged in complex buying behavior when they
are highly in a purchase and aware of significant differences among brands. This is
usually the case when the product is expensive, like an automobile.

18
2. Reducing buying behavior:
After the purchase the customer might experience dissonance that stems from noticing
features or favorable things about other brands. So a marketer should provide supportive
information which buyer feels satisfied.

3. Habitual buying behavior:

Many products are bought under condition of low involvement and the absence of
significant brands differences, e.g. salt. Consumers have little involvement in this product
category. They go to the store and reach to the brand, if they keep reaching for some
brands; it is out of habit, not strong brand loyalty. There is good evidence that consumer
have low involvement with low cost frequently purchase product.

4. Variety securing buying behavior:

Some buying situations are characterized by low consumer involvement but significant
brand differences. Here consumers often do a lot of brands switching, e.g. cookies. The
consumer has some belief cookies, choose brands of cookies without much evaluation
and evaluate the product during consumption. But next time the consumer may reach for
other brands out of wish for a sake variety rather than dissatisfaction.

Purchasing of soft drink is a habitual buying behavior.

Factor affecting consumer buying behavior:

There are four factor affecting consumer buying behavior
1 .Cultural factor
2. Social factor
3. Personal factor
4. Psychological factor

19
1. Culture Factors:
Culture:
Culture is most important and fundamental determinant of a person’s want and behavior.
A person acquires a set of values, perceptions, preference and behavior through his or her
family and it leads to behave him a particular way.
Subculture:
Each culture is divided into a smaller sub culture. It includes nationalities, religion, social
and geographic region. There buying process is affected.
Social class:
The social classes refer to several homogeneous groups within society. There is a cast
system where the members of different cast behave in different pattern and can not
change their behavior. People of the same caste are motivated by similar marketing
appears.

2. Social Factor:
Consumer is influence by such social factor as reference group, family, social role and
status.
Reference group:
Means a group that have a direct and indirect influence on person’s attitude or behavior,
e.g. family, neighbors, friends and they influence in a new behavior, life style, concept,
attitude for a product. E.g. Trousers, Skin fitter, etc.
Family:
From parent a person acquire an orientation towards religion, policies, economics,
ambition, love and gain once life or children will have influence.
Roles and status
Influence by clubs, organization, if he or she member. He or She influenced by status e.g.
Vice president have Mercedes, wears suits, etc.

20
3. Personal factor:
Buyers decision are affected by age, occupation, life styles
1. With the age purchase decision regarding the products change
2. Occupation also plays an important role e.g. workers will buy cloths which would
be more useful in his work.
3. Life style also leads him to behave on a particular manner
4. Personality of a person will make him to think in a particular way.

4. Psychological factor:
Major psychological factor that influence the person are motivation, perception learning,
belief, and attitude.
Motivation:
Theories that emphasize on the factors which motivate the customer Hezberg’s theory:
Psychological needs like food, water, and shelter, safety needs like securities and
protection, social needs like sense of belong ness, and love, esteem needs and self
actualization also affect.
Knowledge:
Knowledge is defined as an individual’s state of awareness and understanding of a
person, group, object institution and ideas. It is necessary in designing of marketing
activities and also awareness should be there.
Attitude:
Attitude is also important to determining behavior. Attitude means to feel or act in a
given manner towards a person, group, objects, and ideas. Customer’s attitude,
understanding and awareness of the product are intimately related. A customer giving
preference for a particular product shows his attitude.

21
Image:
Product image also play equally important role. In determing the types of image for a
product, It is also important to decides the distinctiveness of the image. The image of the
product, company is established in purchaser’s mind which affects the consumer buying
decision.

Intention:
It refers to the anticipated future action of the customer. The plan of the family to
purchase car, and the plan of an organization for the forth coming year are example of
intention, e.g. booking a car in advance visit to departmental stores to purchase a T.V.

22
 CHAPTER - 3

METHODOLOGIES

Objective of Research
Research Methodology
Research measurement tools

23
Research Objective:

1. To know the consumer buying behavior of soft drink.

2. To know the consumption pattern of soft drink

SYNOPSIS
1. AREA OF RESEARCH: Marketing
2. RESEARCH TOPIC: Consumer Buying Behavior Of Soft
drink
3. OBJECTIVE OF RESEARCH:
1. To know the consumer buying behavior of soft
drink.
2. To know the consumption pattern of soft drink.
4. RESEARCH METHODOLOGY:
 Research Design: Descriptive research design
 Sources of Data Collection:
Primary data: I have collected the primary data
from preparing
questionnaire.

24
 Secondary data: I have collected the secondary
data from books, magazines and Web sites.
 Sample Size: 100 Respondents.

Research Methodology

1. Rationale of the study:

The research study is undertaken to know the consumption of the soft drink and
consumer buying behavior of the soft drink.
I have selected this topic because I want to know that how the consumer buy and use of
soft drink.

2. Research design:
Research design is the plan structure and strategy of investigation conceived so as to
obtain answers to research questions and to control variance.

There are three types of research design,

1. Exploratory research.
2. Descriptive research.
3. Causal research.

1. An exploratory research focuses on the discovery of ideas & is generally based on

secondary data. It is preliminary investigation which does not have a rigid design.
2. A descriptive study is undertaken when the researcher wants to know the
characteristics of certain groups such as age, sex, educational level, income, occupation,
etc. In contrast to exploratory studies, descriptive studies are well structured.

Descriptive studies can be divided into two broad categories:

Cross Sectional

25
Longitudinal

Cross sectional study is concerned with a sample of elements from a given population.
Thus it may deal with households, dealers, retail stores or other entities. Cross sectional
studies are of two types – Field Studies & Surveys. Field studies are ex-post-Fact of
scientific inquiries that aim at findings the relations and inter relations among variables in
a real setting. Such studies are done in life situations like communities, schools, factories,
organizations & institutions. Another type of cross sectional study is the survey research.
The major strength of survey research is its wide scope.
Longitudinal studies are based on panel data and panel methods. A panel is a sample of
respondents who are interviewed & then re-interviewed from time to time.

3. A Causal research is undertaken when the researcher want to know the cause and
effect relationship between two or more variables.

Among the above three method I have selected descriptive research design which
means a form of conclusive research that aims to identify association among variable it
concerned with the characteristic of individual or group.

3. Sampling plan:
When only some representative items of a population are selected and data are collected
only from these items then this method is known as sampling.
1. Sampling size:
It is the basic units of the population to be sampled here in the sample size of 100
respondents are taken for carrying out research because of the limited time.
2. Sample unit:
Sampling units means a specific group which we are going to select for our research.
I took people below the age of 40 years because soft drinks are generally targeted to the
these people.

(3) Sampling method:

Basically sampling method or Techniques may be classified into two generic types,

26
1. Probability sampling.
2. Non-probability sampling.

Probability Sampling is based on the theory of probability. It is also known as random

sampling. It provides a known non –zero chance of selection for each population element.

Non- Probability Sampling or non-random sampling is not based on the theory of

probability. This sampling does not provide a chance of selection to each population
element. The only merits of this type of sampling are simplicity, convenience and low
cost.

Following are types of Probability Sampling.

Element Selection Representation Basis

Probability Non Probability
Unrestricted Simple random Convenience
Restricted Complex random Purposive
Systematic Judgment
Cluster Quota
Stratified Snowball
Double

Non-Probability does not provide an equal chance of selection to each population

element.

Here, I have selected non -probability judgmental/convenience sampling method because

these are very specific sample unit and this method it self means to deliberate selection of
sample unit that conform to some predetermined criteria. As they are the most
appropriate once for the given study.

27
(4) Sample design:
Sample design means to select one particular design through which we are going to
collect data.
There are two ways for sample design:
1. Observation method.
2. Survey.
I have used field survey to collect all the primary data by preparing questionnaire.

4. Data collection method:

Primary data
Data which are collected at first hand either by the researcher or by someone else
especially for the purpose of the study are known as primary data.
For getting primary data I have used Questionnaire method because it will give actual
opinion by filling up a questionnaire.
Secondary data:
Data collected earlier for some other purposes are called secondary data.
I have preferred reference bookss, Newspapers and Internet web sites for collecting the
secondary data.

5. Research measurement tools:

As the source of collecting data will be primary and that would be obtained through
survey method by personal interview. The tool that was used is “Questionnaire.”

Type of questionnaire:
Structured questionnaire

28
Unstructured questionnaire

A structured questionnaire is a formal list of questions framed so as to get the facts. The
interviewer asks the question strictly in accordance with the pre arranged order.

An unstructured questionnaire is most suitable when motivational factors are involved.

The interviewer ask propping question to get at key motivational. Such questionnaire
facilitates the conducting of interviewer in an informal manner.

For this study I have used structured non-disguised questionnaire.

Structured questionnaire will be used because research topic is precisely formulated and
respondents are already known what is to be observed.

Non-disguised questionnaire will be used because they are already known about what
they have to respond.

As I have use both source of collecting data so in primary data through survey method
data are collected and for secondary data through various means like internet, newspaper
and books are used.

Type of Questions:
A questionnaire consists of a set of questions presented to respondents. It needs to be
carefully developed, tested and debugged before they are administered on a large scale.
There are three types of questions:
1. Open ended Questions
2. Dichotomous Questions
3. Multiple Choice Questions
I have used Open ended questions and Multiple question in my questionnaire.

29
Limitation of study:

1. The research is based on the sample size and was limited to bardoli region only it
may or may not be the true representative of the entire population. So it can be
generalized over large population.
2. The time period for research was seven to eight week only, so it was not possible
to do any statistical test on the collected data.

30
 CHAPTER - 4

Data Analysis & Interpretation

Data Interpretation & Finding of customer Survey

31
Gender:

Gender No. Of Respondents

Male 77%

Female 23%

23%

Male
Female

77%

Interpretation:
Majority of the respondents 77% were male and remaining 23% were
female in the survey

32
Educational Level

Educational level No. of Respondents

High School 25%

Under Graduate 49%

Post Graduate 11%

Others 15%

15%
25%

11% High School

Under Graduate
Post Graduate
Others

49%

Interpretation:
Most of the respondents 49% in this survey were under graduate and 25% are high school
student,11% post graduate and 15% were other.

33
Sources of knowing about brands of soft drinks
No. of Respondents
Content (in %)
Media Source Personal Media Source Personal
Source Source
Television Friends 68 19
Radio Relatives 2 00
Internet Sister 00 00
Newspaper Brother 4 7

80
68
70
no of respondent

60
50
40 no of respondent
30 19
20
4 7
10 2 0 0 0
0
sp e t

Si s

r
R n

F r er

Br t er
In io

el s

he
e
sio

ew rn

R nd
ad

ap

iv
s
ot
N te

ie
at
vi
le
Te

content

Interpretation:
It was found that for 68% of respondents known through television,
and was 19% of the respondents known through the friends, 7% of
respondent were known through the source of their brother and 2% of
the respondent known through the source of radio and 4% known
through newspaper about soft drink brands.

34
Consumption soft drink

No. of Respondents
Content
(in %)
Everyday 17
For a Change 19
Time of Snack 64

17

Everyday
For a Change
19 Time of Snack

64

Interpretation:
It was found that 64% of consumers consume soft drink at the time of
snacks, 19% of the respondents were consume for a change. 17% of
the respondents purchase everyday.

35
Consumption of soft drink according to the age of the

Consumption of Soft drinks

Age For a Time of
Everyda
y Change Snack
Less than 18
Years 6% 3% 9%

18 - 30 Years 14% 6% 55%

30 - 40 Years 0% 7% 0%

40 - 50 Years 0% 0% 0%

Above 50 Years 0% 0% 0%
respondent

36
 60% 55%

50%

no of respondent
40% Everyday
30% For a Chance
20% 14% Time of Snack
9% 7%
10% 6% 6%
3%
0% 0% 0%
0%0% 0%
0%0%
0%
Less 18 - 30 30 - 40 40 - 50 Above
than 18 Years Years Years 50
Years Years
age

Interpretation:
Majority of the respondents between 18 – 30 Years of age consume the
soft drinks as a time of snacks whereas very few respondents consume
it on everyday basis.

Place of Purchasing soft drink

No. of Respondents
Content
(in %)
Restaurant 29
Grocery Store 5
Retail outlet 56
Any others 10

37
 10

29

Restaurant
Grocery Store
Retail outlet
Any others

56

Interpretation:
It was found that 56% of the respondents were purchase from Retail
outlet, 29% of the respondents were purchase from Restaurant, 5% of
the respondents were purchase from Grocery store and only 10% of
the respondent purchase from others.

Frequency of buying soft drink

No. of Respondents
Content
(in %)
Daily 8
Once in 7 Day 18
Twice in a Week 3
Once a month 71

38
 8

18

Daily
Once in 7 Day
Tw ice in a Week
3 Once a month

71

Interpretation:
It was found that 71 % of the respondent buy soft drink Once a month,
18% of the respondents buy once in 7 day, 8% of the respondents buy
daily, and 3% of respondent buy twice in a week

39
Frequency of buying soft drinks

Frequency of buying Soft drinks

Age Twice in a Once a

Daily Once in 7
day week month
Less than 18
Years 6% 3% 6% 3%

18 - 30 Years 5% 12% 6% 59%

30 - 40 Years 0% 0% 0% 0%

40 - 50 Years 0% 0% 0% 0%

Above 50 Years 0% 0% 0% 0%

60% 54%
50%

40% Daily
Once in 7 Day
30%
Twice in a Week
20% Once a month
9%
10% 4%
3%4%
3% 5% 6% 5% 7%
0% 0% 0%
0%0%
0% 0%
0%0%
0%
0%
Less 18 - 30 30 - 40 40 - 50 Above 50
than 18 Years Years Years Years
Years

Interpretation
Most of the respondents were between 18 – 30 Years of age purchase
the soft drinks whenever they needed.

40
Preferred size to buy

No. of Respondents
Content
(in %)
100 ml. 8
200 ml. 82
500 ml. 7
1.5 liter 3

3% 8%
7%

100 ml
200 ml
500 ml
1.5 liter

82%

Interpretation:
It was found that 82 % of the respondents were preferred 200ml, 8% of
the respondents preferred 100ml, 7% of the respondents were
preferred 500ml and only 3% of the respondent preferred to 1.5 liter.

Preferred size to buy

41
 Preferred size of buying Soft drinks
Age
100 ml 200 ml 500 ml 1.5 liter
Less than 18
Years 10% 7% 2% 0%

18 - 30 Years 12% 52% 5% 3%

30 - 40 Years 0% 5% 0% 4%

40 - 50 Years 0% 0% 0% 0%

Above 50 Years 0% 0% 0% 0%
60%
52%
50%
no of respondent

40% 100ml
200ml
30%
500ml
20% 1.5litre
10% 12%
10% 7% 5% 5% 4%
2%0% 3%
0% 0% 0%0%0%0% 0%0%0%0%
0%
Less than 18 - 30 30 - 40 40 - 50 Above 50
18 Years Years Years Years Years
age

Interpretation:
Majority of the respondents were between 18 – 30 Years who preferred
to buy 200 ml size of soft drinks and very few respondents between
18-30 Years and 30-40 Years preferred to buy 1.5 liter size of soft
drinks.

Decider for purchasing time, place and brand

42
 No. of Respondents
Content
(in %)
Self 97
Others 3

3%

Self
Others

97%

Interpretation:
It was found that 97 % of the respondents were decided self and only
3% of the respondents were depending on others.

Factors influencing the purchase of soft drinks

Factors Most Importa Avera Not Least

Importa nt ge Importa Importa

43
 nt nt nt
Save Time 7 26 12 26 29
Preferred by elder 12 14 26 24 24
person
Reasonable Price 24 26 22 14 4
Advertisement 25 24 19 13 19
Preferred Flavor 19 26 25 18 12

35
30
Instan Drink
No of Respondent

25
20 Preferred by elder
15 pers on
10 Reas onable P rice
5
Advertis em ent
0

Preferred Flavor
e
nt

nt

nt
ag
nt

rta

ta
rta

rta
er

or
po

Av
po

po
mp
Im

m
Im

tI

tI
t

No

as
os

Le
M

Factors Most Importa Avera Not Least

Importa nt ge Importa Importa
nt nt nt
Handy 15 19 16 22 28
Good Taste 26 24 21 15 14

44
Easily Available 28 21 23 16 12
Package 22 25 18 20 15
Attractiveness
Peer Group 16 20 16 26 22
Influence

30
25
No of Respondent

Handy
20 Good Taste
15 Easily Available
10 Package Attractiveness
Peer Group Influence
5
0
e
nt

nt

nt
nt

ag
rta

rta
rta

r ta
er
po

po
po

po
Av
Im

m
Im

tI

tI
t

No

as
os

Le
M

Interpretation:
It was found that most influencing factors while purchasing of soft
drink is price of the product, advertisement of the product, flavor,
tastes and availability of the product.

Chapter – 6

45
 Suggestions
Recommendations and suggestion

Bibliography

Conclusion

Questionnaire

Findings:

46
 Majority of respondents known through television as the source of
knowing about soft drink brands.

 Majority of consumers consume soft drink at the time of snacks

 The majority of the respondents were consuming soft drinks at the

time of Evening, and very few respondents were consuming soft
drinks at morning.

 Most of the respondents were purchase the soft drinks from Retail
store and Restaurant.

 Most of the respondents buy soft drink when ever they needed, and
very few of the respondents buy daily.

 The majority of the respondents were preferred 200ml, and only few
respondents preferred to 1.5 liter.

 Majority of the respondents were decided self and only few

respondents were depending on others for decision
regarding the purchase of soft drinks.

47
Conclusion:

From the study, it was found that the working population preferred soft
drink as they considered it to be a very convenient in all the beverage.
Generally the student preferred Pepsi and Coca-cola. Most of the
collage students consume soft drinks at the time of snack in the
evening. Most of the students buy from the nearest retail store and
restaurant when ever they needed. 200ml is preferred by the majority
of the sample respondent. The majority of the decision regarding
purchase of soft drink was depending up on self. The important factors
for purchase of soft drinks is easy availability in the nearest retail
stores and also good test of soft drink. Consumers also feel that
‘instant drink’ and ‘Price’ of the soft drink are the most important
factors for buying the soft drink.

48
Recommendation:

 The majority of the respondents suggested that the advertisement of

soft drinks should more effective.

 Most of the respondents suggested that the company should take care
regarding to packing of soft drink bottle.

49
Bibliography:

1) Kotler Philip, Marketing Management (2005), Eleventh Edition,

Pearson Education, New Delhi

2) G.C.Beri, Marketing Research (2000), Third

Edition, Tata McGraw-Hill Company Limited, New Delhi.

Web Site:
1. www.wikipedia.com
2. www.google.com
3. www.answers.com

50
QUISTIONAIRE
Personal Detail

1. Name: _______________________________________________________________

2. Address: ____________________________________________________________

______________________________________________________________

3. Gender: _______________

○ Male

○ Female

4. Age:

(a) Less than 18 (b) 18 to 30 (c) 30 to 40 (d) 40 to 50 (e) More than 50

5. Educational Level:

(a) High school (b) Under Graduated (c) Post Graduated

(d) Others specify__________________

6. Monthly Income of the family:

(a) Less than 10000 (b) 10000-15000 (c) more than 15000

7. Occupation:

(a) Govt. Employee (b) Private Employee (c) Self Employee

(d) Others specify___________________

51
Market Survey

1. What are the brands of soft drink known to you?

○ ○

○ ○

○ ○

2. How do you come to know about brands of soft drink?

Media source Personal source

○ Television ○Friends

○ Radio ○Relatives

○ Internet ○ Others

○ News paper

3. Which soft drink do you consume normally?

○ ○

○ ○

○ ○

4. Have you heard of Ganesh product?

○ Yes

○ No

5. Have you tried Ganesh product?

52
 ○ Yes

○ No

6. When do you consume Ganesh product?

○ Everyday

○ For a change

○ Time of snack

7. For whom do you buy soft drinks for? (Tick one)

○ Family

○ Children

○ Institutional purposes/ Social occasions

○ Self

8. From where do you buy Ganesh product?

○ Restaurant

○ Grocery stores

○ Retail outlet

○ Any other

9. Which factor makes you to consume Ganesh product?

○ Taste ○ Price

○ Preferred flavor ○ Peer Group Influence

○Any other

53
10. How frequent do you buy soft drink?

(a) Daily

(b) Once in 7 day

(c) Twice in a week

(d) Once a month

11. Which size do you prefer to buy generally?

(a) 100ml (b)200ml (c)500ml (d)1.5 liter

12. Are you satisfied with the price of your soft drinks?

(a) Yes

(b) No

13. Rate the factors influencing the purchase of the soft drink?

(Most important-5, Important-4, Average-3, not important-2, least important-1)

Instant drink Handy

Preferred by family member Good taste

Reasonable price Easily available

Advertisement Package attractiveness

Preferred flavor Peer Group Influence

54