Consumer Behavior

Analysis: Pepsi
Group 7

1
 About the Product

Parent
Product Name Category
Company

Carbonated
Pepsi PepsiCo.
Soft Drinks
 Our Survey Questions
Questions

• How often do you consume carbonated drinks, and in what situations?

• Preferred drinks

• Brand image of Pepsi

• Characteristics you associate with Pepsi

• Typical stages involved in purchasing a Pepsi and the inputs sought

• Who all are involved in making the purchase

• How long does the process last (relative time of stages)

 Responses
Questions Respondent 1 Respondent 2 Respondent 3
1. Frequency of Once in 15 days Thrice a week, with other Once a month (only as an
consumption foods like Pizza alternative to Frooti etc.)
2. Preferences Thumsup > Pepsi > Fizz No particulars, availability Coke > Pepsi > Thumsup
3. Brand Image Youth Dil Maange More, Cricket Virat Kohli (sports)
4. Characteristics Sweet taste Ergonomic bottle design Advertisement
5. Stages and Inputs Decide to drink -> check Go to shop->options Check for products ;
for availability Price, size and bottle Alternative, prices
Compare options in type, caffeine content
packaging and price (awake)
6. People involved Mostly me, sometimes Personal decision, Friends
friends sometimes family and
friends
7. Relative time Deciding to buy a drink > 2 minutes to decide Impulse purchase
Choosing from options (1
minute)
 Analysis

Triggers Stages of Inputs Who all are Purchasing

• Type of Purchase Sought involved Time
accompanied • Deciding to • Availability • Personal • Deciding
food buy a drink • Price decision between the
• Checking out • Alternatives • Sometimes, options –
• Purchasing in
the influence of impulse
a group • Temperature
alternatives group purchase
• Thirst • Final decision members
and purchase
THANK YOU