EXECUTIVE SUMMARY Soft Drinks were common preference among all the individuals.

With the changing lifestyle and income levels, people are shifting their consump
tion patterns. Market Research is based on CONSUMPTION PATTERNS parameters like:
In consumption patterns, we want to highlight the factors which influence the c
o nsumer to buy soft drinks. Various factor which influence the consumption of b
ev erages are 1. Health drink 2. Status symbol. 3. Taste 4. Variety 5. Brand amb
assador 6. Advertising campaign. The basic subject matter of the research, analy
sis of Soft Drinks is focused to study the mind/taste of different age group of
people. The study starts with determining the major players in the soft drinks,
their ov erall consumption pattern among the people and ends up with the conclus
ion as pe r the state of mind of the average rational human being.
CHAPTER - 1 INTRODUCTION
BEVERAGE What is beverage? A drink, or beverage, is a liquid specifically prepar
ed for human consumption. I n addition to basic needs, beverages form part of th
e culture of human society. Or

Any liquid suitable for drinking; "may I take your beverage order?" Or A liquid
to consume, usually excluding water; a drink. This may include tea, cof fee, liq
uor, beer, milk, or soft drinks Types of beverage The various types of beverage
are: Alcoholic beverages Non-Alcohol beverages Soft drinks Fruit juice Hot bever
ages Other 1. Alcoholic beverages An alcoholic beverage is a drink containing et
hanol, commonly known as alcohol, although in chemistry the definition of an alc
ohol includes many other compounds . Alcoholic beverages, such as wine, beer, an
d liquor have been part of human cu lture and development for 8,000 years. 2. No
n-alcohol beverages Non-alcoholic beverages are drinks that would normally conta
in alcohol, such as beer and wine but are made with less than .5 percent alcohol
by volume. The cate gory includes drinks that have undergone an alcohol removal
process such as nonalcoholic beers and de-alcohol zed wines. Non-alcoholic vari
ants: Low alcohol beer Non-alcoholic wine Sparkling cider 3. Soft drinks The nam
e "soft drink" specifies a lack of alcohol by way of contrast to the term "hard
drink" and the term "drink", the latter of which is nominally neutral but often
carries connotations of alcoholic content. Beverages like colas, sparklin g wate
r, iced tea, lemonade, squash, and fruit are among the most common types o f sof
t drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol, a nd m
ilkshakes do not fall into this classification. Many carbonated soft drinks are
optionally available in versions sweetened with sugars or with non-caloric s wee
teners. 4. Fruit juice Juice is a liquid naturally contained in fruit or vegetab
le tissue. Juice is pre pared by mechanically squeezing or macerating fresh frui
ts or vegetables without the application of heat or solvents. For example, orang
e juice is the liquid ex tract of the fruit of the orange tree. Juice may be pre
pared in the home from fr esh fruits and vegetables using variety of hand or ele
ctric juicers. Many commer cial juices are filtered to remove fiber or pulp, but
high pulp fresh orange jui ce is a popular beverage. Juice may be marketed inco
ncentrate form, sometimes fr ozen, requiring the user to add water to reconstitu
te the liquid back to its "or iginal state"
5. Hot beverages Hot beverages, including infusions. Sometimes drunk chilled. Co
ffee-based beverages

Cappuccino Coffee Espresso Caf au lait Frapp Flavored coffees (mocha etc.) Latte H
ot chocolate Hot cider Mulled cider Tea-based beverages Flavored teas (chai etc.
) Green tea Pearl milk tea Tea Herbal teas Yerba Mate Roasted grain beverages Sa
nka 6. Other Some substances may either be called food or drink, and accordingly
be eaten wit h a spoon or drunk, depending on solid ingredients in it and on ho
w thick it is, and on preference: Soup Yogurt STUDY OF GROWTH OF SOFT DRINK MARK
ET SOFT DRINKS Carbonated drinks are dominated by artificial flavors based on co
la, orange and lime with Pepsi and coca-cola dominating the market. The entire p
art of the drink is based on its artificial flavors and sweetening agents as no
natural jui ce is used. MARKET Cola products account for nearly 61-62% of the to
tal soft drinks market. Two global majors Pepsi and coke dominate the soft drink
market. NCAER survey says 91% of soft drink in the country is in the lower, lowe
r middle and upper middle class people. The market is worth around Rs.5000 cror
es with growth rate of around 1015%. The annual per capita consumption in India
is only about 6 bottles visa- Vis 340 bottles in the U.S. The production as soft
drinks has increased from 5670 million bottles in 1998-99 to 6230 million bottl
es in 1999-2000 industry source. Growth market this year is expected to be 10-15
% in value terms and 20-2 2% in volume terms. However, the market for carbonated
drinks is stagnating and not growin g as expected.
MAJOR PLAYERS IN SOFT DRINKS SEGMENT

COCA COLA: thanda matlab coca cola!!!

Coca cola has truly remarkable heritage. From a humble beginning in 1886 i t has
now become the flagship brand of largest manufacturer, distributor of non alcoh
olic beverages in the world. In India, coca cola was the leading soft drink till
1977 when govt. policies nec essitated its departure. Coca cola has made its re
turn to the country in 1993.an d made significant investment to ensure that the
beverage is available to more a nd more people in remote as well as inaccessible
parts of the world. Coca cola returned to India in 1993 and over the past ten y
ears has captured the imagination of the nation, building strong association wit
h cricket, the thrivi ng cinema industry, music etc. coca cola has been very str
ongly associated with cricket, sponsoring the world cup in 1996. In 2002, coca c
ola launched the campaign,Thanda Matlab coca cola. in 2003,coke was available for
just rs,5 crores in the country.
FANTA
: GHOONTH BHAR SHARARAT KAR LEY!!!
Fanta entered the Indian market in year 1996 under the coca cola brand .ov er th
e years, Fanta has occupied a strong market place and is identified as the fun ca
talyst. Fanta stands for its vibrant color, tempting taste and tingling bubbles t
hat not just uplifts feelings but also helps free spirit thus encouragi ng one t
o indulge in the moment.
LIMCA: LIME AND LEMONI!!!
Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971,
Limca has been the original thirst choice, of millions of consumers for over th
ree decades. The brand has been displaying healthy volume growing year on year a
nd limca cont inues to be leading flavoring soft drinks in the country. Dive int
o the zingy refreshment of limca and walk away a new person. SPRITE: SPRITE BHUJ
AYE PYAAS BAKI SAB BAKWAAS!!!
World wide sprite ranked as no.4 soft drink and is sold in more than 190 countri
es In India, sprite was launched in year 1999 and today it has grown to be one
o f the fastest growing soft drinks, leading clear lime category. Today sprite i
s perceived as a youth icon. With strong appeal to youth sprite ha s stood for a
straight forward and honest attitude. Its clear crisp hingtaste en courages tod
ays youth to trust their instincts, influence them to be true who t

hey are and to obey their thirst. THUMS UP: TASTE THE THUNDER!!! Strong cola tas
te, exciting personality. Thums up is a leading carbonated soft drink and most t
rusted brand in India. Ori ginally introduced in 1977, thums up was acquired by
the coca cola company in 19 93. Thums up, is, known for strong, fizzy taste and
its confident, mature and unique ly masculine attitude. This brand clearly seeks
to separate the man from the boy s.
PEPSI: YEH DIL MAANGE MORE!!!

Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi c

o. It is sold in stores, restaurants and from vending machines. The drink was f
i rst made in the 1890s in North Carolina. The brand was trademarked on June 16,
1903.There have been many Pepsi variants p roduced over the years. Diet
ystal Pepsi Pepsi twist Pepsi max Pepsi samba Pepsi blue Pepsi gold Pepsi holida
y spice Pepsi jazz Pepsi x(available in Finland & brazil) Pepsi next(available i
n Japan & south Korea)
CHAPTER - 2 RESEARCH METHODOLOGY

METHODOLOGY Every project work is based on certain methodology, which is a way t

o systematic ally solve the problem or attain its objectives. It is a very impor
tant guidelin e and lead to completion of any project work through observation,
data collectio n and data analysis. Accordingly, the methodology used in the pro
ject is as follows: Defining the objectives of the study Framing of questionnair
e keeping objectives in mind (considering the obj ectives) Feedback from the res
pondents Analysis of feedback Conclusion & findings PURPOSE OF THE STUDY The mai
n aim of this research study is to analyze the preference of people (of d iffere
nt age groups) on consumption patterns of carbonated Soft Drinks. OBJECTIVE OF T
HE STUDY To study the preferences of the people for soft drinks according to age
group. To find out the factors that influences the consumers consumption of so f
t drinks. To determine which alternative people prefer other than soft drink. SC
OPE OF THE STUDY Seasonal drinks are not considered in the study. We are not con
sidering water & alcoholic drinks. REVIEW OF LITERATURE Taste or health: A study
on consumer acceptance of cola drinks This study examined the relative contribu
tions of taste and health consideration s on consumer liking and purchase intent
of cola drinks. Eight types of commerci al cola drinks were evaluated by 305 ad
ult consumers who also completed a brief questionnaire on food habits. Data were
analyzed using factor analysis. Results revealed that purchase intent of cola d
rinks was strongly related to degree of liking and to several key sensory attrib
utes including taste, drinks flavor and greasiness. These variables merged as th
e first factor in the analysis, sugges ting that consumers perceive these charac
teristics as being most important in th eir choice of cola drinks. Factor 2 desc
ribed a health dimension and was related to respondents attitudest. Factor 3 com
prised two remaining sensory attributes (color and crunchiness), which apparentl
y were of minor importance to the respo ndents. These data suggest that in spite
of current concern about reducing dieta ry fat, health remains secondary to tas
te in the selection of cola drinks for co nsumers in this population. Source-Bev
erly J. Tepper and Amy C. Trail Journal of Food Science and Technology , 15 Sept
ember 1998

RESEARCH DESIGN A research design is a framework or blueprint for conducting the

marketi ng research project. It specifies the details of the procedures necessa
ry for ob taining the information needed to structure and/or solve marketing res
earch prob lem. The research design used in this project is a DESCRIPTIVE DESIGN
. DESCRIPTIVE STUDY as the name implies is designed to describe something-for ex
am ple the characteristics of users of a given product, the degree to which the
pro duct use the varies with income, age. SELECTION OF SAMPLE SIZE: For the stud
y, a sample size of 120 has been taken into consideration. The aim was to collec
t 120 samples for the analysis. The samples should be such that they are consume
rs of soft drinks. We also tried to get an adequate ratio o f men and women in t
he samples. The main demographics targeted were the younger age group as they ar
e one who consumes more of soft drinks. Also we tried to foc us more on the coll
ege going crowd and young professionals. Buyers who have been consuming soft dri
nks were better able to answer the questi ons regarding the influencing factors
and the reasons for their consumption and purchase. SOURCES OF DATA COLLECTION:
PRIMARY DATA: Questionnaire: Primary data was collected by preparing questionnai
re and the peo ple were requested to fill them.
DATA ANALYSIS For this project we will use correlation analysis (chi-square test
) for data ana lysis. Correlation of the various variables was done with each ot
her (for e.g. A ge vs consumption, frequency vs quantity etc). This activity bas
ically helped us in identifying the perception and connotations of people toward
s various soft d rinks brands.

CHEPTER - 3 DATA ANALYSIS & FINDINGS

OCCUPATION OF RESPONDENT vs OCCASION WHEN PEOPLE CONSUME SOFTDRINK CROSSTABULATI
ON. Null hypothesis: There is no significant relationship between occupation an
d occ asion. Alternative hypothesis: There is significant relationship between o
ccupation and occasion. Level of significance: 0.05 occasion when people consume
softdrink Total feel thirsty parties or celebration fast food or dinner just li
ke that occupation of respondent 101 Expected Count business Count Expected Coun
t service Count 1 Expected Count Total Count 23 23 Expected Count 23.0 Chi-Squar
e Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 5.840(a) 6 Likelihood
Ratio 7.733 6 .258 Linear-by-Linear Association .249 1 N of Valid Cases 120 .441
.618 student Count 19.4 1 1.5 3 2.1 32 23.0 19.4 3 1.5 3 2.1 42 32.0 21 26.9 0
2.1 4 2.9 120 42.0 17 35.4 4 2.8 11 3.9 120.0 29 101.0 8 8.0 11.0 34
a 8 cells (66.7%) have expected count less than 5. The minimum expected count i
s 1.53. Symmetric Measures Value Approx. Sig. Nominal by Nominal Contingency Coe
fficient .215 .441 N of Valid Cases 120 a Not assuming the null hypothesis. b Us
ing the asymptotic standard error assuming the null hypothesis. Since p value is
greater than alpha i.e. o.05 (95% confidence level), therefore there is no asso
ciation between occupation and occassion. AGE OF RESPONDENT vs FREQUENCY OF CONS
UMPTION IN A WEEK CROSSTABULATION

Null hypothesis: There is no significant relationship between age and frequency.

Alternative hypothesis: There is significant relationship between age and frequ
e ncy. Level of significance: 0.05 frequency of consumption in a week 1-2 2-5 ab
ove 5 age of respondent 15-25 Count 52 40 Expected Count 52.5 41.1 11.4 26-35 Co
unt 4 6 0 10 Expected Count 5.0 3.9 1.1 36-50 Count 4 1 0 5 Expected Count 2.5 2
.0 .5 Total Count 60 47 13 120 Expected Count 60.0 47.0 13.0 120.0 Chi-Square Te
sts Value df Asymp. Sig. (2-sided) Pearson Chi-Square 4.570(a) 4 Likelihood Rati
o 6.007 4 .199 Linear-by-Linear Association 1.419 1 N of Valid Cases 120 .334 .2
34 Total 13 105.0 10.0 5.0 105
a 5 cells (55.6%) have expected count less than 5. The minimum expected count i
s .54. Symmetric Measures Value Approx. Sig. Nominal by Nominal Contingency Coef
ficient .192 .334 N of Valid Cases 120 a Not assuming the null hypothesis. b Usi
ng the asymptotic standard error assuming the null hypothesis. Since p value is
greater than alpha i.e. o.05 (95% confidence level), therefore there is no assoc
iation between purchase frequency and age. AGE OF RESPONDENT vs QUANTITY PEOPLE
PREFER TO BUY CROSSTABULATION Null hypothesis: There is no significant relations
hip between age and quantity. Alternative hypothesis: There is significant relat
ionship between age and quanti ty. Level of significance: 0.05 quantity people 3
00 ml 500 ml age of respondent 15-25 Expected Count 26-35 Count 3 Expected Count
36-50 Count 1 Expected Count Total Count 66 39 Expected Count 66.0 Chi-Square T
ests Value df Asymp. Sig. (2-sided) prefer 1 ltr Count 57.8 6 5.5 2 2.8 11 39.0
to buy 1.5 ltr 62 34.1 1 3.3 1 1.6 4 11.0 Total 31 9.6 0 .9 1 .5 120 4.0 9 3.5 1
0 .3 5 .2 120.0 3 105.0 10.0 5.0 105

Pearson Chi-Square 10.522(a) Likelihood Ratio 8.563 6 Linear-by-Linear Associati

on 5.785 N of Valid Cases 120 a 8 cells (66.7%) have expected count s .17. Symme
tric Measures
6 .200 1
.104 .016
less than 5. The minimum expected count i
Value Approx. Sig. Nominal by Nominal Contingency Coefficient .284 .104 N of Val
id Cases 120 a Not assuming the null hypothesis. b Using the asymptotic standard
error assuming the null hypothesis. Since p value is greater than alpha i.e. o.
05 (95% confidence level), therefore there is no association between age and qua
ntity. FREQUENCY OF CONSUMPTION IN A WEEK vs QUANTITY PEOPLE PREFER TO BUY CROSS
TABULAT ION Null hypothesis: There is no significant relationship between freque
ncy and quan tity. Alternative hypothesis: There is significant relationship bet
ween frequency and quantity. Level of significance: 0.05 quantity people prefer
to buy Total 300 ml 500 ml 1 ltr 1.5 ltr frequency of consumption in a week 1-2
Count 1 60 Expected Count 33.0 19.5 5.5 2-5 Count 22 20 3 2 Expected Count 25.9
15.3 4.3 above 5 Count 6 2 4 1 Expected Count 7.2 4.2 1.2 Total Count 66 39 11 4
120 Expected Count 66.0 39.0 11.0 4.0 Chi-Square Tests Value df Asymp. Sig. (2sided) Pearson Chi-Square 13.255(a) 6 .039 Likelihood Ratio 10.877 6 .092 Linear
-by-Linear Association 5.399 1 .020 N of Valid Cases 120 a 6 cells (50.0%) have
expected count less than 5. The minimum expected count i s .43.
38 2.0 47 1.6 13 .4 120.0
17 60.0 47.0 13.0
4
Symmetric Measures Value Approx. Sig. Nominal by Nominal Contingency Coefficient
.315 N of Valid Cases 120 .039

a Not assuming the null hypothesis. b Using the asymptotic standard error assumi
ng the null hypothesis. Since p value is less than alpha i.e. .05 (95% confidenc
e level), therefore h0 i s rejected. This shows that there is high association b
etween purchase frequency and SKU or quantity packs. This is an indication of th
e fact that people prefer ring smaller SKUs usually purchase more as compared to
others.
CONCLUSION Following are the concluding points taken into consideration after th
e conduct o f the research study: Maximum consumption of soft drink in a week is
1-2 times. Most of the people prefer to buy 300 ml bottle. Most of the people c
onsume without any occasion(Just Like That) The most favorable characteristic is
taste, which induces people to buy soft drink. The most preferable alternative
for soft drink is fruit juices. By the research we found out that there is no ef
fect of advertisement an d brand ambassador on the purchase of soft drink.
ANNEXURE
QUESTIONNAIRE PERSONAL DETAILS Name Age Gender Occupation
- _________________ - 15-25 26-35 36-50 - Male Female - Student Business
Service

Hello! We are the student of DBIM, VNSGU and we are required to submit project o
n a comparative study of consumption of Soft Drinks. For the purpose, we are co
n ducting the survey. Will you please take a few minutes to answer some question
s? We assure you that your answers will be kept completely confidential. Q1. Fre
quency of consumption of your preferred drink in a week? a) 1-2 times b) 2-5 tim
es
c) Above 5
Q2. a) d)
What quantity do you usually prefer to buy? 300 ml b) 500 ml bottle 1.5 litre
c)
1 litre
Q3. On what occasions, do you often consume the Soft Drinks? a) Feeling Thirsty
b) Parties / Celebrations d/ dinner d) Without any reason (just like that) Q4. W
hat induces you to buy Soft Drinks? a) Price with quantity b) Health Drink d) Ta
ste e) Variety
c) with fast foo
c) Status symbol
Q5. If not a Soft Drink, which other beverage (other than water) tops your mind?
a) hot beverages b) Milk based(shakes/lassi) c) fruit juice Q6. How do you view
Soft Drinks? a) As a health drink c) As an aid to put off thirst _______ Q7. Do
advertisements affect your purchases? a) Yes b) No Q8.Through which medium did
you come to know about your preferred soft drink bra nd? a) Hoardings and banner
s b) Newspaper and magazines c) TV/radio d) Word of mouth e) Others .. Q9. Do brand a
mbassador affect your purchases? a) Yes b) No Q10. Name any three brands of Soft
Drinks that are there in your mind at present ? Soft Drinks: 1.________________
2. ______________ 3. ________________ BIBLIOGRAPHY http://en.wikipedia.org/wiki
/Beverage
b) As a status symbol d) Any other, please specify _

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