A

Major project
on
“A Study on Consumer Preference
towards Coca Cola with reference to
AKALTARA town”
Presented By
Mohd. Ahmed
 Flow Of Presentation
 Coca-Cola
 About the Company
 Objectives
 Research Methodology
 Data collection
 Findings
 Recommendation.
 Conclusion
Coca-Cola
 Born on May 8th, 1886, Georgia, Atlanta

 Introduced by Dr. John Syth Pemberton

 Name suggested and penned down in the

unique script by Frank M. Robinson

 Was sold to Asa G. Candler in 1888

 1916- Birth of the trademark contour bottle

About The Company
 Abandoned India in 1977

 Re-entered Indian market on 26th October, 1993

 Agreement with Parle

 100% owned subsidiary HCCBPL

 7000 Employees

 Mr. Atul Singh - CEO of COCA COLA INDIA

 Objectives
 To know the factors which can be the cause of increase of pet‘s sale.

 To know the manner in which soft drink Industry behaves.

 To know the consumer’s mindset towards the soft drink.

 
 To know the factors which are responsible for preference consumers
towards RGB over PET.
Research Methodology
Research Design – Descriptive
Sampling Technique – Convenience
Sampling
Sample Area – Akaltara Town
Sample Size – 100
Respondents – Consumer and Retailer
Data analysis and interpretation
 CONSUMER’S AGE:-
•Less than 20
•Between 20 to 35
•Between 35 to 50
•More than 50
Consumer's Age

>50; 11% <20; 20%

35-50;
15%

20-35;
54%
 ANNUAL INCOME:
•Less than 1,00,000
•Between 1,00,000 to 1,50,000
•Between 1,50,000 to 3,00,000
•Between 3,00,000 to 5,00,000
•More than 5,00,000

Annual Income

1.5-3 Lack
30% 3-5 Lack
13%

>5 Lack
.5-1.5 9%
lack 38%
<1Lack
12%
 For refreshment, what do prefer most?
Juices
Milk products
Carbonated drinks

Refreshment Drinks

Carbona juice
ted 34%
Drinks
46%

milk
products
20%
 Brand Loyality

Never 13%

Some Times
Every Time 48%
39%
  Brand Preference
 Maza 17%
 Thumps Up
22%

 Sprite 16%

 Coke 14%
 Limca 5%  Fanta 5%
 Pepsi 21%
 Stock At Home

SomeTimes
22% Yes 26%

No 52%
 Soft Drinks At Shop Or At Home
Can't Say
4%

At Home
27%

At Shop
69%
Advertising Affecting The Buying
Behavior
Outdoor
Visibility
16%

TV Ads
Shop's 54%
Activation
30%
 Pre fe re nce Of RGB Or PET

PET 41%

RGB 59%
Perception About Purity For RGB &
PET
Can't Say
17%

No 21% Yes 62%

 Effect Of Relation With Retailers

 Some
 Times  Yes 32%
 29%

 No 39%
 COLD DRINKS PEOPLE BUY?

19%
23%
COKE
PEPSI
7 UP
SPRITE
8% 18% FANTA
MAZZA
9% THUMSUP

11% 12%
 Hypothesis Testing
Ho - there is no significance difference between
the preferences of consumers regarding the
COLD DRINKS

H1 - there is a significance difference between

the preferences of consumers regarding the
COLD DRINKS
Chi- Square test
 Oi Ei (Oi-Ei)2 (Oi-Ei)2/Ei
COKE 14 14.3 0.09 0.006
FANTA 5 14.3 86.49 6.048
Limca 5 14.3 86.49 6.048
SPRITE 16 14.3 5.29 0.369
Maza 17 14.3 10.89 0.762
Thumps
Up 22 14.3 59.29 4.146
Pepsi 21 14.3 44.89 3.139
Total
Chi Square Cal. Result
 Degree of Freedom – (n – 1) =( 7 – 1) = 6
 Level of Significance = 5%
 Table Value = 12.592
 Calculated Value = 20.518
 Since the Table value of chi Square is less then
calculated value therefore Alternate Hypothesis
is accepted and we can say that there is a
significance difference between the preferences of
consumers regarding the COLD DRINKS.
 Findings
 1. The Coca-Cola holds no. 1. position in the market.

 2. Its brand Sprite too holds a good grip over the

market in comparison to main competitors of Mirinda. 

 3. Thums-Up is having major market share as

compared to Pepsi.

 
4. People have tendency to switch over on other
brand and because of duopoly (only two players are
available in the market Pepsi and Coke) the
competition is very direct.

5. The demand of coke is high in comparison to

Pepsi but because of poor distribution the retailers,
prefer to sell Pepsi.
 
6. Total sale of Coke is less than Pepsi.
 Recommendations
 Advertisements targeting entire family

 Lower prices

 More flavors

 Introduction of smaller packs

At least a small Hoarding should be provided to
each and every outlet of coke.

Company, If possible should give schemes to the

customers through newspapers having provision
for discounts in purchasing its products.
 LIMITATIONS

As the duration of research, project lack of financial

assistance was a constraint.

IT IS TIME CONSUMING-In gathering

information.

LARGE EFFORT-Research require the large effort

by the researcher because he/she has to obtain correct
&appropriate data regarding their research.
 Conclusion
 
Coca-Cola Company is the most recognized trade mark in the world
and the world largest manufacturer and distributors of soft drink
syrups and concentrates. Coca-Cola Company’s managers,
executives and distributors should have a strong commitment to the
company values and culture. In this entire team work together as
Coca-Cola family every employee share responsibilities
independently as a family member. I feel and ensure that the
mission of the Coca-Cola Company will be achieved successfully in
all the fields.
  
Thank you