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A Study on Consumer Preferences

EXECUTIVE SUMMARY INTRODUCTION Consumer preferences involves the ranking of goods and services to how much benefits the afford. The study of Consumer preferences employes assumptions about counsumers behaviors and how they decide preferences. INDUSTRY PROFILE A soft drink (also called soda, pop, coke, soda pop, fizzy drink, tonic, seltzer, mineral, sparkling water, lolly water or carbonated beverage) is a beverage that typically contains water (often, but not always carbonated water), usually a sweetener and usually a flavoring agent. The sweetener may be sugar, high-fructose corn syrup, fruit juice, sugar substitutes (in the case of diet drinks) or some combination of these. Soft drinks may also contain caffeine, colorings, preservatives and other ingredients. COMPANY PROFILE: Coca Cola was founded in the year 1886. In India its headquarters in Haryana.Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after

the

opening up of the Indian economy to foreign investments in 1991. In India theiwas CEO T. KRISHNAKUMAR Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.7 million retailers. Today, our brands are the leading brands in most beverage segments. RESEARCH METHODOLOGY The preparation of the report included extensive study of the organization and market research, which was the primary source of the report.I have collected information from consumers by preparing questionnaire. Primary data: The primary data was obtained by administering survey method, guided by questionnaire to the consumers. The following type of questions, were asked in the questionnaire

SVTM, Madanapalle

A Study on Consumer Preferences 1. Multiple choice questions. Secondary data: The secondary data are collected through various sources like 1. Secondary data are collected through internet related to company, competitors etc. 2. Review of articles being published on the topic in various magazines and newspapers Research Design

Descriptive research

Research Method

Survey method

Data collection tools

Structured questionnaire

Sample size

150

Sample area

TIRUPATHI

Sampling method

Simple Random Sampling

Analytical tools

Percentage,piechart,bar charts etc

NEED OF THE STUDY: Success or failure of any company depends on the satisfaction level of customer. Hence the company is try there level best to satisfy the customer. In this process many company’s conduct surveys to identify the tests of preference of customers. So that they and produce product and services. According to the expectation of customer. Hence present study axsatindentifying the testes and preferences of customers with regarding the soft drinks SCOPE OF THE STUDY The study is confined to the tastets and preference of various customers of Chennai city only. A well structured questionnaire was used to collect the data from the customers and the data is applicable to Chennai. A sample of 150 respondents has to selected for the study OBJECTIVES OF THE STUDY

SVTM, Madanapalle

A Study on Consumer Preferences 1. To determine the factors influencing consumers’ choice of soft drinks products and brands. 2. To identify the customers’ buying pattern related to Coca Cola products 3. To determine the consumers’ perception on the taste, price, advertisements and celebrity endorsements related to Coca Cola and its sub-brands LIMITATIONS: 

Due to time constraint only a reasonable sample size taken and analyzed. Still

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a larger sample size could increase the accuracy in the result. The area of study is limited to TIRUPATI only. Hence the results may not be

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true for other geographical areas. Quality of information highly dependent on the knowledge of the respondents.

FINDINGS:       

The majority of the respondents are doing their shopping by weekly purchase. The majority of the respondents are doing planned purchase. The majority of the respondents are buying soft drinks for family use. The majority of the respondents are consuming Cola drinks and Mango drinks. The majority of the respondents are looking taste while buying soft drinks. The majority of the respondents prefer Coca cola in Cola drinks category. Some of the respondents felt that the coca-cola products are not available in

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general stores Some of the respondents felt the ads of coca-cola are less when compared to that of competitors

SUGGESTIONS: 

It is advised to the company to concentrate on creating awareness for Limca, Sprite and Minute maid which are not preferred by consumers as a prefer more

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familiar brands Coca Cola and Maaza The taste of Minute maid products was perceived to be poor by consumers. Hence company should consider improving the taste of all the variants of

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Minute maid. Most of the consumers said that all the Coca Cola products are not available in Grocery shops. Hence company should focus on improving the distribution of products to these outlets.

SVTM, Madanapalle

A Study on Consumer Preferences 

As per the respondents opinion the advertisement of Coca Cola are not as attractive as that of its competitor. So they need to make their advertisement more appealing to the target buyers.

CONCLUSION: From the present study it can be concluded that, family purpose price are the major factor influencing the purchase design of the customers. If is also observed that the customers or purchasing mostly weekends and occasion and at the time of festivals. Coming to the coca-cola company the customers are preferring maaza, cocacola with respect to all the other drinks. If they company could concentrate more on minute maid, limca the company could still do better. It is also advised the company to focus more on advertisement part so that the customer will have more interest to words the company

SVTM, Madanapalle