Report on Consumer Behavior of Soft Drinks Essay

Need for the study With the economic liberalization in India a number of global companies turn over been coming forward to invest in India and tapping perhaps and worlds biggest growing foodstuff. As the floodgates have been exposed up for Multinational Companies, the global giant Coca-cola also decided to catch up with an foundation into the Indian market. In India, the per capita consumption of well-to-do supings is at rock-and-roll bottom level even less than our neighboring countries Pakistan and Bangladesh, where it is four multiplication as much.The last summer was particularly sweltering one, with temperatures hitting the game 40s in some places yet bottles were disappearing from shelves quick than they could be replaced. In the peak season, they found themselves short of capacity and having to circuit around their trucks faster and faster to slake the greater Indian thirst. With proceeds rates zooming into the double digits, bottlers have been propel guide into exp anding capacities. With their big-time plans, the multinationals have changed the face of this business, long predominate by small-time businessmen.If demand continues to increase annually at an fair(a) of 20 percent, then volumes could reach one billion cases within ecstasy years. 4 These arc ambitious targets and to reach them the cola makers will have to build capacity, infrastructure, make their bottlers to a greater extent available and more affordable. There argon 5. 00,000 retailers stocking soft drinks in India. Also, soft drinks which retail at any where among Rs. 9. 00 and Rs. 12. 00 atomic number 18 expensive when measured against purchasing power.As they concoct their strategies, memory an eye on each other all the time, ultimately theres only one guy they have to watch place for, who will determine their fortunes the consumer. The real race to quench his thirst has unspoiled begun 5 Objectives of the studyTo study ab out the consumer preference with regard to s oft drink To study about the consumer perception with regard Coca Cola To discover the Promotional Strategies To find out the medium which is most effective in reaching the consumers? 6 Research methodology data will be collected from a sample size 1000 and distributed over several(predicate) areas by using simple Random Sampling. Random Sampling consists of 1. demographic Segmentation 2. Sociocultural Segmentation 3. Use-Related Segmentation 4. Use-Situation Segmentation Analysis 1. Data Analysis is done both qualitatively and quantitatively. 2. The analysis is presented pictographically using restriction graphs The period of the study is past one year 7 desktop of the study The new economic policies of the Govt. of India adopted in the mid mid-eighties were given further impetus by the early nineties.The Indian market has undergone considerable changed as a direct consequence of many of these policies and soft drink industry is no exception to this. Keeping the above mentio ned perspective in the background, the researcher has selected soft drink market, since the marketing task his became more challenging and intensive competition has opened up new vistas. Companies are evolving marketing strategies by studying the demands of the market place increasingly bang-up into appropriate market segments introducing differentiated products to improve their market share.The soft drink market has achieved an accelerated growth in the past decade. Soft drinks imply ail types of non alcohol carbonated flavored or otherwise sweetened beverages. The entry of Pepsi and the reentry of Coca Cola in the India market arc inevitably approach stiff competition but the ultimate winner is customer/consumer. This has led the researcher to study me perception of consumers towards different brands of soft drinks and to gauge out the 8 promotional strategic being adopted by the marketers to hooking promiscuous buyers and win a larger share in the markets.