soft drink project1
TRANSCRIPT
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MMAANNIIPPAALLIINNSSTTIITTUUTTEEOOFF
MMAANNAAGGEEMMEENNTT
TTOO SSTTUUDDYY TTHHEE CCOONNSSUUMMEERR BBEEHHAAVVIIOORR TTOOWWAARRDD SSOOFFTT DDRRIINNKKSS!!
By:
Jagannath Baranwal 091203004
Submitted to
Dr.Manjunatha Prasad
To Dept of Management Studies
Manipal.
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ACKNOWLEDGEMENT
I would like to offer my sincere thanks to Dr.K.V.M.Varambally, Director, Manipal
Institute of Management, for the opportunity he has provided us to carry out a mini
project, in this process of learning and experience which helps to carry out summer project
in future.
I express my sincere thanks to our internal guide Prof. Manjunatha Prasad, Faculty,
Manipal Institute of Management.
It is very difficult to name a few people who have been of great help. Therefore, I would
like to thank all those whom we covered in the survey and others behind the curtains. I
express my profound gratitude and thanks to all individuals who have been extremely
inspirational and have helped in the completion of this research study.
It gives me immense pleasure to acknowledge and thank all those who have given
consistent guidance, advice and encouragement in my endeavor.
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DECLARATION
This is to declare that the work entitled To Study the consumer behavior toward soft drinks
in Manipal is done on original basis. I carried out the study during the month of March
2010 in Manipal, as a mini project.
This work was done under the guidance and supervision of our faculty guide,
PROF. MANJUNATH PRASAD.
PLACE: MANIPAL
DATE: 28.03.2010
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INDEX
Sl.No Contents Page No
1.Introduction
a) Objective of the study
b) Research question
05-06
2.Research methodolgy
2.1 Research design:
Descriptive type-
2.2 Sampling design:
a) Type of population:
b) Sampling unit:
c)Parameter of interest:
2.2) Statistical tool :Descriptive type
2.3 Sampling:
a) Data-
b) Data collecting instrument-
2.4 Scaling technique:
2.5 Limitation of study
07-09
3.Data analysis
a) FrequencyTableb) Cross Tabulation& Chi-square test
10-23
4.Conclusion 24
5. Questionnaire 25
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Chapter-1
INTRODUCTIONThe major constituent of our body is fluid ,it is an essential requirement that
need to be fulfilled. in modern life there are different kind of soft drinks are
available in market such as carbonated drinks milk product juice and fruit
drinks . Now days these drinks have been part of the life of all of us, we all are
well aware of these words.
1. Taste the thunder2. Ye Dil mange more3. Yeh hai youngisthan meri jaan4.Do the DEW5.Amul taste ofIndia
Today soft drink not only reduce the thirst but also Has become style
and fashion .My Interest of survey is to know what people like most about soft
drinks and what attracts them toward these products .
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OBJECTIVE:
1) To understand consumer perception toward soft drinks.
2) To understand purchase behaviour of consumer.
3) To understand relationship between demography of population and
purchase behaviour.
4) To understand what people prefer most towards soft drinks.
RESEARCH QUESTIONS:
1) What are the factors attracting people towards soft drinks?
2) What are the factors influencing peoples choice?
3) What people looks for in these product?
4) What is the preference of people?
5) What is the criteria for selection?
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Chapter-2
METHODOLOGY
RESEARCH DESIGN:
Descriptive type- describe data and characteristics about people.
-survey and fact finding enquiries.
SAMPLING DESIGN:
Type of population: infinite
Sampling unit: geographical sampling unit[manipal].
Parameter of interest: most popular soft drinks among people. criteria of
selection of selection of soft drinks by people.
SAMPLING: Random probability sampling-
A sample size of170 consumer was selected from Manipal .
where, e = 0.1
Z = 1.96 at 95% confidence level; = 4/6
S.D= Range of population
6
Range = difference between highest and lowest score
Sample size- 170 having history of consuming soft drinks.
Data- primary.
Data collecting instrument- questionnaire.
Scaling technique: rating scale.
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STATISTICAL TOOLS:` Descriptive study concerned with characteristics of a particular individual, group.
` Gives answer to WHAT is
The most common ways to collect information for descriptive research include surveys,
interviews, observations .These may be used singly or in various combinations depending
on the research question to be address.
` Involves collection of information from sample of respondents only once
` Cross-sectional designs
` Could have a single cross-sectional design (only one sample) or multiple cross-
sectional design (many samples of respondents)
` Most popular design in marketing research
` Example: Sample surveys
` Longitudinal Designs
` A fixed sample of the population is measured repeatedly, i.e., same respondents
studied over time
` Large amounts of data can be collected but can be expensive
` Useful for tracking changes in consumer attitudes and behaviour over time
` Example: Diary panel data.
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Limitation of the study:
1) Some of respondents refuse to fill the questionnaire.
2) Responses may vary as some of people did not want to come with real
answer.3) Limitation of time.
4) Small sample size.
5) Personal bias of respondents limit the scope of study.
6) Survey is conducted only in manipal hence results may vary in other part.
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Chapter-3
ANALYSIS ON PREFERENCE OF PEOPLE TOWARDS SOFT DRINK IN MANIPAL
Frequency table
Gender of consumer(3.1a)
Frequency Percent Valid PercentCumulative
Percent
Valid Male 112 65.9 65.9 65.9
Female 58 34.1 34.1 100.0
Total 170 100.0 100.0
Gender of consumer
34.1%
65.9%
female
male
Inference:- The study was performed on 170 people which were randomly selected in thatmajor portion is covered by the male that is 65.9% and female with 34.1%.
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Consumers occupation(3.2a)
Frequency Percent Valid PercentCumulative
Percent
Valid Profe
ional
23 13.5 13.5 13.5
Bu
ine
man22 12.9 12.9 26.5
ervice 23 13.5 13.5 40.0
tudent 90 52.9 52.9 92.9
other 12 7.1 7.1 100.0
Total 170 100.0 100.0
Con umer' occupation
7.1%
52.9% 13.5%
12.9%
13.5%
other
tudent
ervice
bu
ine
man
profe
ional
Inference:- Out of 170 people surveyed the major portion is covered by the student 52.9%and followed by professional and service person with 13.5% and businessman with 12.9%and other w
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Consumers age group(3.3a)
Frequency Percent Valid PercentCumulative
Percent
Valid 15-20 78 45.9 45.9 45.9
20-25 57 33.5 33.5 79.4
25-30 12 7.1 7.1 86.5
30-4011 6.5 6.5 92.940-50 12 7.1 7.1 100.0
Total 170 100.0 100.0
Consumer's age group
7.1%
6.5%
7.1%
33.5%
45.9%
40-50
30-40
25-30
20-25
15-20
Inference:- The 170 people surveyed and there age was found to be 15-20 years with45.9%,20-25 years with 33.5%, 25-30 years and 40-50 years with 7.1% and 30-40 yearswith 6.5%.
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Kind of soft drink preferred by consumer(3.4a)
Frequency Percent Valid PercentCumulative
Percent
Valid car
onated( e i coke etc) 85 50.0 50.0 50.0
non
car
onated43 25.3 25.3 75.3
milk roduct 14 8.2 8.2 83.5
ener y drink 9 5.3 5.3 88.8
fruit juice 19 11.2 11.2 100.0
Total 170 100.0 100.0
Kind of oft drink referred y con umer
11.2%
5.3%
8.2%
25.3%
50.0%
fruit juice
ener
y drink
milk
roduct
non car
onated
car
onated(
e
i cok
Inference:- Out of170 people the kind of soft drink preferred by the people are carbonated(50%), non
carbonated(25.3%), fruit juice (11.2%), milk products (8.2%)and energy drinks (5.3%).
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Why people prefer soft drink(3.5a)
Frequency Percent Valid PercentCumulative
Percent
Valid Thir t 90 52.9 52.9 52.9
Ener y 11 6.5 6.5 59.4
Style 34 20.0 20.0 79.4
a ion 23 13.5 13.5 92.9Other 12 7.1 7.1 100.0
Total 170 100.0 100.0
Why eo le refer oft drin
7.1
13.5
20.0
6.5
52.9
other
a
ion
tyle
ener
y
thir
t
Inference:- 52.9% people purchase soft drink because they are thirsty, 20.0% purchase forstyle, 13.5% purchase for passion, 6.5% purchase for energy and 7.1% purchase for otherpurpose.
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Consumers buying reason(3.6a)
Frequency Percent Valid PercentCumulative
Percent
Valid rand name 79 46.5 46.5 46.5
ta te and
flavour46 27.1 27.1 73.5
ea yavaila ility
23 13.5 13.5 87.1
rice 11 6.5 6.5 93.5
randam a ador
11 6.5 6.5 100.0
Total 170 100.0 100.0
Cons r's b ng r son
6.%
6.%
! " . %
#
$ . ! %
%
6. %
br&
nd& '
b&
ss&
dor
pr(
)
0
0 &
s1
&
2
&
(
3
&
b(
3
(
t1
t&
st0
&
nd f3&
2 our
br&
ndname
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Inference:- Consumers buying reason for soft drink, major people i.e 46.5% on brand name, 27.1% on
taste and flavor, 13.5% for easy availability, 6.5% on price, 6.5% on brand ambassador.
Package preferred by consumer(3.7a)
Frequency Percent Valid PercentCumulative
Percent
Valid 4 la 5 tic6 ottle
44 25.9 25.9 25.9
7 la 5 5 6 ottle
35 20.6 20.6 46.5
metalcane
69 40.6 40.6 87.1
tetra 4 ack 22 12.9 12.9 100.0
Total 170 100.0 100.0
Packa e referred y con umer
12.9%
40.6%
20.6%
25.9%
tetra 8 ack
metal cane9
la@ @
A
ottle
8la
@tic
Aottle
Inference:- The most convenient package preferred by consumer is metal cane (40.6%),and followed
by glass bottle (20.6%), plastic bottle (25.9%), and tetra pack (12.9%).
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Reason to attract towards advertisement(3.8a)
Frequency Percent Valid PercentCumulative
Percent
Valid creativityB lo C an
20 11.8 11.8 11.8
D randam D a B B ador
100 58.8 58.8 70.6
idea ofadverti B in C the meB B a C e
34 20.0 20.0 90.6
frequency ofadd
2 1.2 1.2 91.8
loCical
reaB onin C 14 8.2 8.2 100.0
Total 170 100.0 100.0
Inference: Reason to attract consumer towards advertisement is as brand ambassador 58.8%,idea ofadvertising 20%,creativity 11.8%,logical reasoning 8.2% and frequency of add 1.2%.
Rea on to attract toward adverti ement
8.2E
1.2E
20.0E
58.8E
11.8E
loF
ical reaG
oninF
frequency of add
idea of advertiG
inF
H
rand amH
aG G
ador
creativityG
loF
an
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Time of consumption(3.9a)
Frequency Percent Valid PercentCumulative
Percent
Valid morninI 15 8.8 8.8 8.8
afternoon 45 26.5 26.5 35.3
evenin I 20 11.8 11.8 47.1
niIht 14 8.2 8.2 55.3
noP Q
ecifictime
76 44.7 44.7 100.0
Total 170 100.0 100.0
Inference:- The view of consumer on the consumption of the soft drink on the basis of timeis as follow , No specific time 44.7%, evening 11.8%, afternoon 26.5%, morning 8.8%,night 8.2%.
Time of con um tion
44.7R
8.2R
11.8R
26.5R
8.8R
noS T
ecific time
niU
ht
eveninU
afternoon
morninU
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Crosstabs
Case Processing Summary
CaV eV
Valid Mi V V in W Total
N Percent N Percent N Percent
W ender * if yeV what 170 100.0X 0 .0 X 170 100.0X
occu Y ation * if ye V what 170 100.0X 0 .0 X 170 100.0X
a W e * if yeV what 170 100.0X 0 .0 X 170 100.0X
Gender of consumer's* Kind of soft drink preferred by consumer(3.1b)
if ye what
Totalcara onated( b e
b i coke etc)non
cara onated milk b roduct enerc y drink fruit juice
d ender Male Count 70 7 14 6 15 112
Exb ectedCount
56.0 28.3 9.2 5.9 12.5 112.0
female Count 15 36 0 3 4 58
Exb ectedCount
29.0 14.7 4.8 3.1 6.5 58.0
Total Count 85 43 14 9 19 170
Exb ectedCount
85.0 43.0 14.0 9.0 19.0 170.0
Most of the male prefer carbonated drink while female prefer non-carbonated drink.
Null hypothesis : Gender of consumers andKind of soft drink preferred by them are independent.
Alternative hypothesis : Gender of consumers and Kind of soft drink preferred by them are dependent.
Chi-Square Tests
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Value dfA
eym
f. Si
g.
(2- e ided)
Peare on Chi-Square 66.024(a) 4 .000
Likelihood Ratio 69.775 4 .000Linear- h y-Linear
Ae e
ociation
.039 1 .844
N of Valid Ca e ee 170
a 2 cell e (20.0 i ) have exf ected count lee e than 5. The minimum exf ected count i e 3.07.
Inference:- We reject the null hypothesis since significance level is less than .05 and accept the alternative
hypothesis that gender of consumers and kind of soft drink preferred by them are dependent.
Most of the male prefer carbonated drink while female prefer non-carbonated drink.
Crosstabs
Consumer's occupation *Kind of soft drink preferred by consumer(3.2b)
gender
femalemale
Count
80
60
40
20
0
if yep
what
carq
onated(r
er s
i cok
e etc)
non carq
onated
milkr
roducts
energy drinks
fruit juice
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Most of the consumer prefer the carbonated drink.
Null hypothesis: Consumer occupation and kind of the soft drink preferred by them are independent.
Alternative hypothesis : Consumer occupation and kind of the soft drink preferred by them are
dependent.
Inference: We reject the null hypothesis since significance level is less than .05 and accept the alternative
hypothesis that consumer occupation and kind of soft drink preferred by them are dependent.
Crt
u u
tv
w
12 2 2 3 4 23
11.x x
.y
1.
1.2 2. 23.
x
3 2 3 22
11.
x
. 1.y
1.2 2.x
22.
2 7 2 3 23
11.x x
.y
1.
1.2 2. 23.
x x
22 2 2 9 90
45.0 22.y
7.4 4.y
10.1 90.0
0 12 0 0 0 12
6.0 3.0 1.0 .6 1.3 12.0
85 43 14 9 19 170
85.0 43.0 14.0 9.0 19.0 170.0
Count
t
Count
Count
t
Count
Count
t
Count
Count
t
Count
Count
t
Count
Count
t
Count
rof
ional
ussinessman
ser i e
student
ot
er
occupation
Total
car
onated(p
epsi cokeetc)
non
car
onated milkproducts ener
drinks fruit juice
if es
at
Total
Chi-
r
t
68.599a 16 .000
62.991 16 .000
4.897 1 .027
170
PearsonChi-
uare
Likelihood Ratio
Linear-
j
-Lineark
ssociation
Nofl
alidCases
Value df
k
symp.
im
.
(2-sided)
14cells (56.0%) haveexpectedcount less than5. The
minimumexpectedcount is .64.
a.
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Most of the student prefer carbonated drink , and the service man prefer the milk products.
Crosstabs
Consumer's age group * Kind of soft drink preferred by consumer(3.3b)
occunation
othero
tudent
o
ervice
uo o
ineo o
man
rofeo o
ional
Count
60
50
40
30
20
10
0
if ye
what
car
onated(
e o
i cok
e etc)
non car
onated
milk
roducto
energy drinko
fruit juice
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The age limit from 15-20 and 20-25 prefers carbonated drinks.
Null hypothesis: Consumer age group and kind of soft drink preferred by them is independent.
Alternative hypothesis: Consumer age group and kind of soft drink preferred by them is dependent.
Inference: We reject the null hypothesis since significance level is less than .05 and accept the alternative
hypothesis that consumer age group and kind of soft drink preferred by them are dependent.
Cr
t
39 22 2 6 9 78
39.
9.7 6. . 8.7 78.
37 7 3 3 7 57
28.5 14.4 4.7 3.
6.4 57.
12 0 0 0 12
6.0 3.0 1.0 .6 1.3 12.0
9 0 2 0 0 11
5.5 2.8 .9 .6 1.2 11.0
0 2 7 0 3 12
6.0 3.0 1.0 .6 1.3 12.0
85 43 14 9 19 170
85.0 43.0 14.0 9.0 19.0 170.0
Countz
{ |
}
ct}
~ Count
Countz
{ |
}
ct}
~Count
Countz
{ |
}
ct}
~Count
Countz
{ |
}
ct}
~ Count
Countz
{ |
}
ct}
~ Count
Countz
{ |
}
ct}
~Count
15-20
20-25
25-30
30-40
40-50
age
Total
car onated(|
epsi cokeetc)
non
car onated milk products energydrinks fruit
uice
ifyes at
Total
Chi-
r
t
100.386 a 16 .000
88.573 16 .000
2.369 1 .124
170
PearsonChi-
uare
Likelihood Ratio
Linear-
y-Linear
ssociation
NofValidCases
Value df
symp.
ig.
(2-sided)
15 cells (60.0%) haveexpected count less than5. The
minimumexpected count is .58.
a.
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The consumer with the age limit between 15-25 preferred carbonated drinks.
age
40-5030-4025-3020-2515-20
Count
50
40
30
20
10
0
if yes what
car
onated(
e
si cok
e etc)
non car
onated
milk
roducts
energy drinks
fruit juice
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Conclusion
From the analysis of data collected I have reached the following conclusion
1. Male consumer were 65.9% and female were 34.1%.
2. Most of consumer were student 52.9% and followed by professional and
service person with 13.5% and businessman with 12.9%.
3. Most of the consumer were found in age group 15-20 years with
45.9%,20-25 years with 33.5%, 25-30 years and 40-50 years with 7.1% and
30-40 years with 6.5%.
4. The kind of soft drink preferred by the people are carbonated(50%), non
carbonated(25.3%), fruit juice (11.2%), milk products (8.2%)and energy
drinks (5.3%).
5. 52.9% people purchase soft drink because they are thirsty, 20.0%
purchase for style, 13.5% purchase for passion, 6.5% purchase for energy
and 7.1% purchase for other purpose.
6. Reason to attract consumer towards advertisement is as brand
ambassador 58.8%,idea of advertising 20%,creativity 11.8%,logical
reasoning 8.2% and frequency of add 1.2%.
7. The view of consumer on the consumption of the soft drink on the basis
of time is as follow , No specific time 44.7%, evening 11.8%, afternoon
26.5%, morning 8.8%, night 8.2%.
8. I came to conclusion that visibility affect the sales in a very special way
and in term of advertisement the brand ambassador ,creativity,Idea of
sending message is most attracting feature.
9. In todays scenario customer is the King he has got various choice aroundhim they prefer their taste and price
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STUDY ON CONSUMER BEHAVIOR TOWARDS SOFT DRINK
QUESTIONNAIRE..........
Name :
Sex:- male female
Age:-
1) 15-20 2) 20-25 3) 25-30
4) 30-40 5) 40-50
Occupation:-
1) Professional 2) Businessman 3) Service
4) Student 5) Other
Q1) Do you prefer soft drinks?
a) Yes b) No
Q2) If yes , what?
a) Carbonated {pepsi,coke,thumsup,sprite,7up}
b) Non-carbonated {maja,slice,fruity}
c) Milk products.
d) Energy drinks.
e) Fruit juices.
Q3) Why do you drink for?
a) Thirst b) Energy c) Styled) Passion e) Other
Q4) Do you give a look on ingredients and calorie value?
a) Always b) Often c) Occasionally
d) Rarely e) Never
Q5) What is your weekly consumption?
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a) 1-5
b) 5-10
c) 10-20
d) 20-30
e) More than 30.
Q6) What do you prefer most about soft drinks before purchase?
a) Brand name b)Taste-flavour c) Easy availability
d)Packaging e)Price f) Brand ambassador
Q7) What package do you prefer?
a) Plastic bottles
a) Glass bottles
b) Metal cane
c) Tetra-packs
d) Other
Q8) What attract you in advertisement?
a) Creativity-slogan
b) Brand ambassador
c) Idea of advertising the message
d) Frequency of add
e) Logical reason
Q9) Upto what extent brand name effect your purchase of sofdrink?
a) I Always see brand name
b) I prefer my brand name
c) It doesnt matter
Q10) Upto what extent taste and favour effect your choice?
a) I always go with my taste
b) I prefer my taste
c) It doesnt matter
Q11) Does the availability of soft drink affect your purchase?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree
Q12) Does the price of product affect your Purchase of soft drink?
a) Always
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b) Often
c) Occasionally
d) Rarely
e) Never
Q13) Does the brand ambassador affect your purchase of soft drink?
a) Always
b) Often
c) Occassionally
d) Rarely
e) Never
14) When do you prefer to have soft drink?
a) Morning
b) Afternoon
c) Evening
d) Night
e) No specific time
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