THEORETICAL FRAMEWORK

MAIN SUBJECT:

CUSTOMER SATISFACTION

DEFINITION OF CUSTOMER

Customer is a value - maximizer, within the bounds of search costs and limited
knowledge, mobility, income and form an expectation of value and act upon it.
Whether or not the offer lives up to the value expectation affects both satisfaction
and repurchase probability.

Gandhi's definition of customer can be given as

1) A customer is not an outsider to our business. He is definite apart of it. A
customer is not an interruption of our work. He is the main purpose of it.
2) A customer is doing us a favor by letting us serve him. We are not doing any
favor.
3) A customer is not a cold statistic; he is a flesh & blood human being with feelings
and emotions like our own.
4) A customer is not someone to argue or match wits with. He deserves courteous
and attentive treatment.
5) A customer is not dependent on us. We are dependent on him.
6) A customer brings us his wants. It is our job to handle them properly and
profitably-both to him and us.
DEFINING CUSTOMER VALUE AND SATISFACTION:-

Customer Value:-Customers will buy from the firm that they see as offering the
highest perceived value.

Customer perceived value (CPV) is the difference between the prospective

customers evaluation of all the benefits and all the costs of an offering and the
perceived alternatives. The customer delivered value has two components total
customer value and total customer cost.

Total Customer Value is the perceived monetary value of the bundle of economic,
functional, and psychological benefits customers expect from a given market
offering. Total Customer Cost is the bundle of costs customers expect to incur in
evaluating, obtaining, using, and disposing of the given market offering.

Customer satisfaction: The provision of goods or services which fulfill the

customer's expectations in terms of quality and service

Customer Satisfaction:-

Customer satisfaction is more a function of how closely your customers' experiences

with your business conform to their expectation."

Customer means that the customer's needs are met, products and services are
satisfactory and customer experience is positive.

Kotler (1997) defines customer satisfaction as follows- "satisfaction is a persons

feeling of pleasure or disappointment resulting from comparing a product is
perceived performance (or outcome) in relation to his or her expectations." It
portrayed the idea of measuring how satisfied customers are with the organization's
efforts in a market place. Customer satisfaction measures the following variables:

1) product
2) service
3) relationship
 4) price
5) convenience
6) brand image
7) brand association
8) total customer experience

Some more definitions of Customer satisfaction can be given as:-

Customer satisfaction: The provision of goods or services which fulfill the

customer's expectations in terms of quality and service

Customer satisfaction: - A state that results when an exchange meets the needs
and expectations of the buyer.

Customer Satisfaction: - Retailers know that satisfied customers are loyal

customers. Consequently, retailers must develop strategies intended to build
relationships that result in customers returning to make more purchases.

Customer satisfaction: - The degree to which there is match between the

customer's expectations of the product and the actual performance of the product.

Customer Satisfaction= [customer experience-customer expectation]

Customer Satisfaction > 0. It enhance the customers LMV

Customer Satisfaction <0 Customer attrition are more frequent result in fall in LMV
TOPIC RELATED CONCEPTS

Now what is LMV?

LMV: Every customer is an assets and has a economic life time market value (LMV).a
customer life time value can be determined by using the following formulae-

LMV= [average customer transaction amount*number of transactions he or she will conduct

with the organization over time]

It is combination of high value spending efforts and resources to acquire, upgrade and retain that
customers. It is the high loyalty that will entails marketer to enjoy a long term relationship.

Customer Expectations

The buyers form their expectations from past buying experience, friends and associates advice
and marketers and competitors information and promises.

If marketers raise expectations too high, the buyer is likely to be disappointed. However, if the
company sets expectations too low, it wont attract enough buyers (although it will satisfy those
who do buy).

Some of todays most successful companies are raising expectations and delivering performance
to match. These companies are aiming for TCS- Total Customer Satisfaction.

Delivering High Customer Value

The key to generating high customer loyalty is to deliver high customer value. According to
Michael Lanning, in his Delivering Profitable Value, a company must design a competitively
superior value proposition aimed at a specific market segment, backed by a superior value
delivery system.

The value proposition consists of the whole cluster of benefits the company promises to deliver,
it is more than the core positioning of the offering. Basically, the value proposition is a statement
about the resulting experience customers will gain from the companys market offering and from
their relationship with the supplier. The value-delivery system includes all the experiences the
customer will have on the way to obtaining and using the offering.

In a hypercompetitive environment with increasingly rational buyers, companies can only win by
creating and delivering superior value; creating customer value; delivering customer value;
capturing customer value; and sustaining customer value. To succeed, a company needs to use
the concepts of a value chain and a value delivery network.

Value Chain

Michael Porter of Harvard proposed the value chain as a tool for identifying ways to create more
customer value. Every firm is a synthesis of activities that are performed to design, produce, and
market, deliver and support its product. These nine value-creating activities consist of five
primary activities and four support activities.

The primary activities represent the sequence of bringing materials into the business (inbound
logistics), converting them into final products (operations), shipping out final products (outbound
logistics), marketing them (marketing and sales), and servicing them (service).

The support activities- procurement of, technology development, human resource management,
and firm infrastructure are handled in certain specialized departments.
Support

Activities
Firm infrastructure
Human Resource Management
Technology Development
Procurement
Marketing Service
Primary
Inbound activities
Operations
Outbound And
Logistics Logistics Sales

The Generic Value Chain

The core business processes include:-

 The market sensing process: All the activities involved in gathering market intelligence,
disseminating it within the organization, and acting on the information.

The new offering realization process: All the activities involved in researching,
developing, and launching new high quality offerings quickly and within the budget.

The customer acquisition process: All the activities involved in defining target markets
and prospects for new customers.

The customer relationship management process: All the activities involved in building
deeper understanding, relationship, and offerings to individual customers.

The fulfillment management process: All the activities involved in receiving and
approving orders, shipping the goods on time, and collecting payment.

Strong companies develop superior capabilities in managing their core processes. For example,
Wal-Mart has superior strength in its stock replenishment process.

TOPIC RELATED CONCEPTS

Customer Relationship Management

Definition:

Customer Relationship Management (CRM) is a business strategy to identify, cultivate, and

maintain long-term profitable customer relationships. It requires developing a method to select
your most profitable customer relationships (or those with the most potential) and working to
provide those customers with service that exceeds their expectations.

There are many different facets of CRM for every business:

 Identifying qualified leads and gaining new customers

Closing sales more effectively and efficiently

Allowing customers to perform business transactions quickly and easily

Providing service and support following a sale

Customer Relationship Management (CRM) refers to the methodologies and tools that help
businesses manage customer relationships in an organized way.

For small businesses, customer relationship management includes:

- CRM processes that help identify and target their best customers, generate quality sales leads,
and plan and implement marketing campaigns with clear goals and objectives;

- CRM processes that help form individualized relationships with customers (to improve
customer satisfaction) and provide the highest level of customer service to the most profitable
customers;

- CRM processes that provide employees with the information they need to know their
customers' wants and needs, and build relationships between the company and its customers.

Customer relationship management tools include software and browser-based applications that
collect and organize information about customers. For instance, as part of their CRM strategy, a
business might use a database of customer information to help construct a customer satisfaction
survey, or decide which new product their customers might be interested in.

Also Known As: CRM; sometimes called customer service management.

Getting the hype out of Customer Relationship Management

Summary: Key to stability in today's dynamic marketplace is in forging long-term
relationships with customers. Technology is changing at such a fast pace today that
by just offering a service

Or a product a business wont be at an advantage for too long. A customer-facing

business is one in which the customer can demand and receive what he want

The Customer is not new, Relations are as old as a buyer and a seller and so is
Management.

The concepts of CRM have existed since the concept of buying and selling came into
being.

Then, what is creating waves in today's CRM industry? Is that small electronic 'e'
changing the trend?

CRM is considered to be a software tool and a technology solution in this

Information Technology industry. In fact CRM is a strategy towards achieving a
holistic view of any partner engagement. CRM, which is a combination of marketing
and business processes, is the basic understanding of customers and how
organizations measure them. The mantra behind CRM is

Catering to customized needs "centrally".

As defined by the "gurus" of CRM - Customer Relationship Management is a

business strategy to select and manage the most valuable customer relationships.
CRM requires customer-centric

Business philosophy and culture to support effective marketing, sales and service
processes. CRM software applications can enable effective customer relationship
management, provided that an

Enterprise has the right leadership, strategy and culture.

Why CRM?
Keeping in mind the pace at which technology is changing today, any company
which is a step ahead of others because of some web product or service will not be
able to hold on to that advantage for long. The key to stability in today's dynamic
market place is forging long-term relationships with the customers.

Customers can be divided into three zones:

1. Zone of defection where customers are extremely hostile and have the lowest
level of Satisfaction.

2. Zone of indifference where customers are not sure. They have a medium level of
satisfaction and loyalty towards the company.

3. The third level of customers is in the zone of affection described as "Apostles".

CRM focuses on bringing customers from level 1 to level 3 and retaining apostle
customers.

Customer demands for customization are increasing with every passing day. This
has made companies shift their focus from "mass production" to "mass
customization". The present scenario of companies using "poorly implemented"
multi channel strategies for living up to the expectations of customers is bringing
both customer satisfaction and customer loyalty down the Ladder.

Take the example of a small enterprise. Here hard work reaps high quality service
and over the years develops a database of loyal customers. In this enterprise
computers are optional. Then why

Is the CRM industry attracting investments of millions and billions of dollars? The
reason is simple. The concept of "Seller's Customer" has just rotated 180 degrees to
become sellers customer. This simply states that, now the customer is more
powerful than the seller. Options for customers have increased with the cycle of
innovation-to-production-to-obsolescence gaining Momentum. On the other hand
companies are finding it difficult to differentiate themselves in the marketplace.
These factors are pushing companies into taking a closer look at their customer
Relationships.

Today any company can copy products or services offered by other companies. If
the new entrant adds features like less order turn around time and direct
communication then established players are bound to have sleepless nights.
Organizations that implement CRM and turn their business into e-businesses will
find their competitors' customers ready to welcome them with a "smile".

According to a study by IT consulting firm Aberdeen - "The winners in this new

economy will be those companies that can effectively leverage the Internet to
redesign, automate and integrate all business operations."

Organizing business to satisfy customer demands organizes / simplifies internal

functioning of the organization. Implementing CRM brings to the front the "pits" that
the organization had dug over the years, passing work from one pit to another.
Workflows are reduced, cycle times become shorter, information flow of non-
productive things gets eliminated and the most important thing -"Pits" get covered
automatically with all the positive features. Compact sized organizations get into a
position of making more money. This in turn enables them to please more
customers.

TOPIC RELATED CONCEPTS

Marketing Research:-

It is a function that links the consumer, customer & public to the marketer through
information. It is used to identify & define marketing opportunities & problems; to
generate, refine & evaluate marketing actions; to monitor marketing performance &
to improve understanding of marketing process.

Marketing researchers engage in wide varieties of activities, ranging from market

potential & market share study, to assessment of customer satisfaction & purchase
behavior, to study pricing, product, distribution & promotion activities.

A company can conduct marketing research in its own research department or have
some or all of its done outside. Whether a company uses outside firms depends on
its own research skills & resources. Although most large companies have their own
market research department, they often use outside firms to do special research
task or special studies. A company with no research department has to but the
services of research firms.

The Value of Information

Information can be useful, but what determines its real value to the organization? In
general, the value of information is determined by:

The ability and willingness to act on the information.

The accuracy of the information.

The level of indecisiveness that would exist without the information.

The amount of variation in the possible results.

The level of risk aversion.

The reaction of competitors to any decision improved by the information.

The cost of the information in terms of time and money.

Marketing Research Process:

The market research process consist of 4 steps:-Defining the problem & Research
objective, developing the research plan, Implementing the research plan &
Interpreting & Reporting the findings.

Defining the problem &

Research objective

Developing the Research

plan for collecting the
information

Implementing the Research

plan Collecting & Analyzing
data

SECTION 2: Interpreting & reporting the

findings
NEED & SCOPE OF THE STUDY

Rationale of the research

This project is related with all the core activities of a marketing person when he/she
tries to analyze that whether customers are really satisfied with the product or
whether they wants some changes as per their needs and requirements. As
customers are considered as the king of the market, a marketer needs to identify
the need of a customer and offer the product accordingly. While much of the world
is changing rapidly, with the old giving way to the new at almost daily strokes,
whether Coke has withstood the test and taste of time, binding the young and old
to enjoy their moments of simple pleasure and eternal joy.

o As coke is one of the largest used beverage, it will make us clear that
whether the customers are really satisfied with the product or not and what
kind of customer relationship does company prefer with its customers.

o This project will help us to understand the organization holistically. Like what
the organization all about and what are its divisions and how does it operate
its functions?

o With the help of this project we will be able to draw the clear cut picture of
consumerism.

o Lastly our area of interest in Business Research & Marketing Management is

Customer Satisfaction & Customer Relationship issues, which draws us to
choose this project.

OBJECTIVES OF THE STUDY:-

In order to achieve the objective, the study is spread over few specific topics
likewise:-

The first and foremost objective is to see whether customers are really
satisfied with the coke.
 To analyze that whether it is safe to drink for small kids and whether the
product is pesticide & chemical free.

To check whether it contribute to a strong and resolute India with the

heightened awareness enabling the common man to better his/her life.

To study that whether coke is committed to preserve, protect and enhance

the environment.

To study the present purchase behavior of the consumer by knowing who

influences their behavior & what is current consumption rate.

To scale consumers attitude towards present brand by evaluating how

satisfied / dissatisfied they are with present one.

Taste & preferences of consumers.

Research Methodology
In this report description research method is considered, which is to collect data
from extensive market surveys. Going directly to the market & asking customers
and consumers about their beliefs & attitudes about the company and its brand,
their experiences with the company, their interest in getting directly linked with the
company.

Asking for the delightment, if any, they have received from the company or if they
have any dissatisfaction and misconception about the company and clearing their
doubts henceforth.

Hence this method of direct interaction with the customer group & the success of
this method depend up on the accuracy of the information recorded by the
surveyor.

The findings of this study are based on the survey conducted by us at all the
embassies and restaurants of Central Delhi.

Research Design:-

The design which indicates the method of research i.e. Method of information
gathering research instrument used.

Data Collection:-

The data collection is a long & comprehensive process & requires systematic
collection of data about some groups of people or object, the quality of the data will
greatly effect the conclusion and hence utmost importance must be given to this
process and every possible precaution should be taken while gathering the data and
assembling the facts.

Any research employed is a mixture of primary and secondary data.

Primary Data Collection:-

The Primary data was collected through both participative & non-participative
methods- the technique instruments, which were used are:-

Questionnaire
Personal Interview method is used so that consumers can talk about their
problems freely
Direct Personal Observation

Types of Research:-

The study has been descriptive in nature which includes surveys & fact finding
enquiries of different kinds. The major purpose of this study is the description of the
affairs as it exists at present.

There has been less control over variables. The things reported in project report
include only that which has actually happened & what are happening. The methods
of study include comparative & correlation.

Research Instruments:-
Questionnaire is one of the instruments used for survey. Questionnaire consist of set
of questions presented o respondents for their answers. There are two sets of
questionnaires used & they are:-

Questionnaire consists both the open ended questions that allow respondents to
answer in their own words and also closed ended questions that pre specify all the
answers.

Sampling Method:-

The method of sampling adopted for research is convenience sampling.

Convenience sampling is one chosen purely for expedience i.e. items are selected
because they are easy & cheap to find & measure. This sampling method help
understand the range of variability of response on the subject area.

Sampling Size :-

We have taken the sample size of 50 people for the research purpose.
SECTION 3:

INDUSTRY PROFILE

Soft Drinks in India

Euro monitor International's Soft Drinks in India market report offers a comprehensive guide to
the size and shape of the market at a national level. It provides the latest retail sales data,
allowing you to identify the sectors driving growth. It identifies the leading companies, the
leading brands and offers strategic analysis of key factors influencing the market - be they new
product developments, packaging innovations, economic/lifestyle influences, distribution or
pricing issues. Forecasts illustrate how the market is set to change.

Robust growth continues

The soft drinks industry continued on its path to recovery from the low growth seen between
2005 and 2006, with higher volume growth in 2008 than that seen in 2007. The mature sectors of
bottled water, fruit/vegetable juice and carbonates saw a dynamic year, with companies
refreshing their products brand image and packaging to attract new consumers. Emerging
product categories, such as energy drinks and reconstituted 100% juice, saw high double-digit
growth rates, as companies increased their products penetration in India. Off-trade volume
growth was slightly higher than on-trade volume growth, as convenient on-the-go packaging,
company sponsored chillers in kiranas and attractive supermarket displays fuelled off-trade sales
across the market.

With the industry back on the upward growth curve, companies refreshed their brands by
introducing new and more premium packaging designs, pack sizes and communication
campaigns. In 2008, bottled water was especially dynamic, with all the major national brands
following the cue of Bisleris rebranding in late 2007. Carbonates and juice drinks were also
reinvigorated with new pack sizes that targeted on-the-go consumption by young adults. With
naturally healthy becoming a key focus for consumers and manufacturers, fruit/vegetable
drinks companies focused their efforts on highlighting their products fresh fruit content and
health attributes. Companies put in motion plans to extend their product portfolios to emerging
categories such as 100% juice, energy drinks and flavored water.

Domestic players thrive

The multinationals Coca-Cola India and PepsiCo India Holdings saw their off-trade value shares
of soft drinks in India decline over the review period, as other national and regional players
updated their brand portfolios and increased the penetration of their brands in India. Bottled
water players, such as Parle Bisleri and Dhariwal Industries, were particularly successful in
expanding their consumer base through a concerted effort to increase their manufacturing
capacity and move to newer regions within India. Dabur India and Parle Agro benefited from
their first mover advantage in being present in high-growth emerging product categories, such as
100% juice and other non-cola carbonates

Modern retailing thrives alongside kiranas

With companies increasing their spend on below-the-line marketing activities, the ubiquitous
kiranas were the beneficiaries of efforts such as branded glass door refrigerators, regional
language banners and displays, and the roll-out of on-the-go packaging for carbonates and juice
drinks. Supermarkets, which are still something of a novelty in many small cities, continued to
attract a combination of regular grocery shoppers and young impulse buyers. Bundling and
discount promotions for fruit/vegetable juice and concentrates drove product sampling in
supermarkets. Emerging categories, such as energy drinks and RTD tea, received a boost from
impulse buyers in supermarkets, while attractive displays and imported products in up market
shopping centre introduced consumers to new products, such as sports drinks and flavored water.

Double-digit growth expected

With rising consumer affluence and companies tailoring their product designs and marketing
specifically to target the young adult population group, the trend of robust double-digit annual
volume growth is expected to continue over the forecast period. The foray of leading national
players into emerging categories, such as energy drinks and 100% juice will help sustain high
growth rates in the future. Competition from the unorganized sector is expected to decline over
the forecast period, as the national players make a concerted effort to educate consumers about
the health benefits of packaged drinks, and move into markets such as bulk bottled water, which
are currently dominated by the unorganized sector.
 ORGANIZATION PROFILE

History

Coca-cola originated in Atlanta, Georgia, on May 8, 1886. Pharmacist Dr.

J.S.Pemberton stirred up a fragment caramel colored syrup in a three legged brass
kettle in his backyard and carried a jug of his formulation down the street to Jacobs
pharmacy. That same day, the new product made its debut as a soda fountain drink
for five cents a glass, when carbonated water was mixed with the new syrup,
refreshment history was made!

Thinking that two Cs would look well in advertisement Dr. Pemberton suggested the
name & calligraphic the famous trademark in a unique script.

On May 29th 1886, the first newspaper advertisement appeared in the Atlanta
Journal which proclaimed Coca-cola was delicious and refreshing & the theme
continues to echo today.

Following the death of Dr. J.S.Pembeston in 1888, all his remaining rights to the
product were purchased by G.Candler, a druggist & Atlanta Businessman. Mr.
Candler recognized great potential in Coca-cola & went on to acquire compete
control for 2300 in 1891.

As Candlers strategy was to make Coca-cola available every where & to trigger
desire as often & in as many ways possible. This strategy is still used today.

United States patent officer on January 31 st 1893, and has been renewed
periodically. That same year, the first dividend was paid to the shareholders.

Non-alcoholic soft drink beverage market can be divided in to fruit drinks & soft
drinks. Soft drinks can be further divided into carbonated & non-carbonated drinks.
Coca, lemon & oranges are carbonated drinks, while mango drinks come under non-
carbonated category. The soft drinks market till early 1990s was in hands of
domestic players like Campa, Thumbs up, Limca etc. But with opening up of
economy & coming of MNC players Pepsi & Coke the market has come totally under
their control, while worldwide Coke is leader in carbonated drinks market in India. It
is Pepsi which scores one coke but this difference is fast decreasing (Courtesy huge
ad-spending by both the players).

Soft drinks are available in glass bottles, aluminum cans & PET bottles for home
consumption.

Know About their Global Bottling System

Today, our products reach consumers and customers around the world through a vast distribution
network made up of local bottling companies. These bottlers are located around the world, and
most are independent businesses. Using syrups, concentrates and beverage bases produced by
The Coca-Cola Company, our global bottling system packages and markets products, then
distributes them to more than 14 million retail outlets worldwide.

The Coca-cola is committed to assisting its bottlers with the functions of an efficient bottling
operation and initiating quality systems to ensure the highest quality products for our consumers.

Coca-cola :- One of the Worlds Largest Beverage Company

The coca-cola company exists to benefit, refresh everyone it touches, for more than
century they have been fulfilling this promise.

Since its beginning in spirit of 1886, Coca-cola has grown to become the most
recognized trademark in history. Operating in more than 195 countries worldwide,
Coke is the most popular beverage on earth & is enjoyed over 773,000,000 times
daily.

The Coca-cola is the worldwide leading manufactures, marketer & distributor of non
- alcoholic beverage concentrates & syrups, with world headquarters in Atlanta,
Georgia. The Cos & its subsidiaries enjoy nearly 31000 people around the world.
Syrups, concentrates & beverages bases for Coke. The Coke flagship brand & over
230 other company soft drink brands are manufactured & sold by the Coca Cola
Cos & its subsidiaries in nearly 200 countries around world.

While much of the world has changed since 1886, with the old giving way to the new at almost
daily strokes, what has withstood the test and taste of time, binding the young and old to enjoy
their moments of simple pleasure and eternal joy is the magic of Coke. And this year, consumers
the world over will reach for products of The Coca-Cola Company more than a billion times
every single day. It is one of the worlds largest beverage company, which has come a long way
since its modest beginnings more than a century ago...

Coke Advertisements: - Its the Real Thing

Advertising has played an important role in the success of our products since our first newspaper
ad in 1886, which read, "Coke Delicious! Refreshing! Exhilarating! Invigorating!" The
Company uses advertising to trigger desire as often and in as many ways as possible. Throughout
the years, slogans for Coke have always been memorable. Here are some highlights:

2000 - COCA-COLA ENJOY

1993 - ALWAYS COCA-COLA

1990 - CANT BEAT THE REAL THING

1989 - CANT BEAT THE FEELING

1986 - RED, WHITE AND YOU

1982 - COKE IS IT
1976 - COKE ADDS LIFE

1971 - ID LIKE TO BUY THE WORLD A COKE

1969 - ITS THE REAL THING

1963 - THINGS GO BETTER WITH COKE

1959 - BE REALLY REFRESHED

1944 - GLOBAL HIGH SIGN

1942 - ITS THE REAL THING

1936 - ITS THE REFRESHING THING TO DO

1922 - THE PAUSE THAT REFRESHES

Fresh, creative and tasteful, advertising images for Coca-Cola have always set a high standard of
quality for other products around the world. The Company recognizes that Coca-Cola belongs to
the billions of consumers in every corner of the globe who have chosen it as their favorite soft
drink. Their advertising reflects that special relationship between consumers and the simple
moments of pleasure they have come to associate with Coca-Cola.

Quality is their Highest Business Objective:-

The ultimate objective of our business strategy is to increase volume, expand our
share of worldwide non-alcoholic ready to drink beverages sales, maximize our long
term cash flows & create economic value added by improving economic profit.

The Coke system has more than 16 million customers around the world that sell or
serve our products directly to consumers. We keenly focus on enhancing value for
these customers & helping them grow their beverages businesses. We strive to
understand each customers business & needs, weather that customer is a
sophisticated retailer in a developed market or a kiosk owner in an emerging
market.

There are nearly 6 billion people in the world who are potential consumers of our
companys products. Ultimately our success & our mission depend on our ability to
satisfy more of their beverage consumption demands and our ability to add value
for our customers. We achieve this when we place the right products in the right
markets at the right time.

Strong cash flow position, which can be derived from consistent performance and
lower investment requirements of average earnings per share growth of
approximately 154. Over the long term capital expenditure will be stable to
declining from historical trends over the next 5 years, as the investments in the
bottling side of the business will be reduced. Maintain the net debt to net capital
ratios that have been shown historically.

The Coke exists to benefit and refresh everyone it touches. Quality is more than just
something we taste or see or measure. It shows in our every action. They
relentlessly strive to exceed the world's ever-changing expectations because
keeping the Quality promise in the marketplace is their highest business objective
and their enduring obligation.

According to Coke , most of the Consumers across the globe choose their
brand of refreshment more than a billion times everyday because coke is:

The Symbol of Quality

Customer and Consumer Satisfaction
A Responsible Citizen of the World
 Coca cola products

Soft drinks

Our dozens of soft drink brands provide flavor and refreshment in a variety of choices. From the
original Coca-Cola to most recent introductions, soft drinks from The Coca-Cola Company are
both icons and innovators in the beverage industry.

Brand Name: - COCA-COLA

Drink Type: - SOFT DRINKS

Coca-Cola: Coca-Cola is the most popular and biggest-selling soft drink in history,
as well as the best-known product in the world. Created in Atlanta, Georgia, by Dr.
John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing
Coca-Cola syrup with carbonated water. Coca-Cola was introduced in 1886,
patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold
in every state and territory in the United States. In 1899, The Coca-Cola Company
began franchised bottling operations in the United States. Coca-Cola might owe its
origins to the United States, but its popularity has made it truly universal. Today,
you can find Coca-Cola in virtually every part of the world.
Available in the following flavors: Cola, Cola Green Tea, Cola Lemon, Cola Lemon
Lime, Cola Lime, Cola Orange and Cola Raspberry.
 SECTION 4:

DATA ANALYSIS

Q-1 Have you ever tasted coke?

100%
90%
80%
70%
60%
50% Male Female
40%
30%
20%
10%
0%
Yes No
88% of the male and 97% of the female candidate said that they have tasted coke.

Remaining 12% of the male and 3% of the female candidate replied negatively.

Q-2 How frequently do you consume coke in a week?

 70%

60%

50%

40%
percentage Male Female
30%

20%

10%

0%
0-2 times 3-5 times more than 5
20% of male and 30% of female consumes coke 0-2 times in a week.

65% of the male and 45% of female candidate consumes coke 3-5 times a week.

15% of the male and 25% of female candidate consumes coke more than 5 times a
week.

Q-3 How will you rate the product

 50%
45%
40%
35%
30%
25% Male Female
20%
15%
10%
5%
0%
Excellent Good Average Bad
__
______________________________________________

5% of the male and 11% of the female candidate rate the product as excellent.

42% of the male and 50% of the female candidate rate the product as good.

42% of the male and 33% of the female candidate rate the product as average.

11% of the male and 6% of the female candidate rate the product as bad.

Q-4 what do you consider the most while choosing the cold drink?
 70%

60%

50%

40%
Male Female
30%

20%

10%

0%
Brand Taste Others

38% Male and 28% Female considers Brand name while choosing the cold drink.

33% Male and 61% Female considers Taste while choosing the cold drink.

8% Male and 0% Female considers other while choosing the cold drink.

Q-5 In your opinion, what should be the normal size of the cold drink?
 50%
45%
40%
35%
30%
25% Male Female
20%
15%
10%
5%
0%
200 ml 250 ml 300 ml

________________________________________________

According to 42% of Male and 22% of Female, the normal size of the cold drink
should be 200 ml.

According to13% Male and 28% Female, the normal size of the cold drink should be
250 ml.
According to 45% Male and 50% Female, the normal size of the cold drink should be
300 ml.

Q-6 In your opinion, what should be the reasonable price of the cold drink?

45%
40%
35%
30%
25%
20% Male Female

15%
10%
5%
0%
6 Rs 7 Rs 8 Rs 9Rs 10rs
________________________________________________

According to 25% Male and 22% Female, the reasonable price of the cold drink
should be 6 Rs.

According to 13% Male and 34% Female, the reasonable price of the cold drink
should be 7 Rs.

According to 17% Male and 16% Female, the reasonable price of the cold drink
should be 8 Rs.

According to 45% Male and 28% Female, the reasonable price of the cold drink
should be 10 Rs.

According to 0% Male and 0% Female, the reasonable price of the cold drink should
be 9 Rs.

Q-7 Are you satisfied with the product?

 80%
70%
60%
50%
40% Male Female

30%
20%
10%
0%
Yes No Can't say
___
_____________________________________________

50% of the male and 77% of the female said that they were satisfied with the
product.

29% of the male and 11% of the female said that they were not satisfied with the
product.

21% of the male and 22% of the female said that they cant tell whether they are
satisfied or not with the product

Q-8 Do you feel any difference between coke& other substitutes available in the
market such as Pepsi, dew etc.?
 70%

60%

50%

40%
Male Female
30%

20%

10%

0%
Yes No Indifferent

63% of the male and 67% of the female said that they were able to feel difference
between coke and other substitutes.

16% of the male and 11% of the female said that they were not able to feel
difference between coke and other substitutes.

21% of the male and 22% of the female said that they were indifferent between
coke and other substitute

Q-9 Are you affected by the contradictory statements like soft drinks contain
pesticides and chemicals?
 80%
70%
60%
50%
40% Male Female

30%
20%
10%
0%
Strongly Partially Not Affected

25% of the male and 0% of the female candidate said that they were affected by
various contradictory statements relating to level of chemicals in cold drink.

33% of the male and 77% of the female candidate said that they were partially
affected by various contradictory statements relating to level of chemicals in cold
drink.

42% of the male and 23% of the female candidate said that they were not affected
by various contradictory statements relating to level of chemicals in cold drink.

Q-10 Do you consider that product is safe for your health?

 60%

50%

40%

30% Male Female

20%

10%

0%
Yes No Can't Say

21% of the male and 22% of the female considered the product to be safe for
health.

42% of the male and 56% of the female considered the product to be hazardous for
health.

37% of the male and 22% of the female cant tell whether the product is

safe for health or not.

SECTION 5:
 Conclusions and findings:-

1) Since 97% of the sample surveyed was females who have taste coke, it
means it is more popular among females.

2) An average 55% of the sample population consumes coke 3-5 times a week.

3) An average of 45% and 36% as good and average respectively whereas only
8% found it excellent.

4) An average of 48% and 34% considers taste and brand while choosing a drink
and only 5% look for advertisements.

5) An average 48% wants the normal size of the drink to be 300ml.

6) An average of 35% of the population surveyed is okay with the price of Rs

10and 22% wants it to be Rs 7 or Rs 6.

7) An average of 65% of the sample surveyed is satisfied with the product.

8) Maximum of the public feels difference b/w coke and other substitutes.

9) 50-55% of people only are affected by various contradictory statements

made towards the brands or drinks.
10) An average of 46% of the people considers the product as unsafe for
their health.
11) All variety of flavors is not available in the market

Limitations of the study:-

 The sample size of customers prospects is fairly small & consistent
conclusions cannot be drawn on the information provided.

Satisfaction being a relative term cannot be much commented on as it varies

from individual to individual and only be measured if the respondent has also
experienced the service of a similar organization in a similar sphere.

One major constraint was the small sample size as it may lead to slight
verification in the end result.

A few customers were either quite reluctant to part with their precious time
or had problems in attaching weights aid emphasis to different attributes.

Time frame This survey was conducted within the limited time frame of 2
weeks.

Customers in refinance cases were in direct contact with the dealers and
were most bothered with getting weights the delivery of the car rather than
handling the delays in availing the finance as it did not directly affect them.

There is bound to be a subjective bias in the results because of inconsistency

and selective perceptions about the opinion of the respondents.

Recommendations:-
 Production Department should be checked as complaint regarding the
product is coming up.

Taste of the drink should be improved.

The price of drink is slightly high; it should be reduced to increase sales and
customer satisfaction.

The product should be checked for any harmful chemicals. It should not
contain any pesticides or other chemicals.

MRP of the product should be low in summer season so as to expand sales.

Bibliography:-
Books:-

a) Kothari C.R, Research Methodology & Techniques, 2 nd edition, New Delhi

wishwa Prakashan Pvt. Ltd. 1997
b) Kotler Philip, Marketing Management, 11th New Delhi Prentice Hall of India Pvt.
Ltd. 2003
c) Marketing Management
Ram swami & Namakumari

d) Statistical Methods
S.P.Gupta

Websites:-

a) www.cocacola.com
b) www.cocacolaindia.com

GITAM UNIVERSITY

MINOR PROJECT COCA-COLA CUSTOMER SATISFACTION QUESTIONNAIRE

Q-1 Have you ever tasted Coke? ( )

A. YES B. NO
Q-2 How frequently do you consume Coke in a week? ( )

A. 0-2 times B. 3-5 times C. more than 5

Q-3 How will you rate the product?( )

A. Excellent B. Good C. Average D. Bad

Q-4What do you consider the most while choosing the cold drink? ( )

A. Brand B. Taste C. Others

Q-5 In your opinion, what should be the normal size of the cold drink? ( )

A. 200ml B. 250ml C.300ml

Q-6 In your opinion, what should be the reasonable price of the cold drink? ( )

A. 6Rs B. 7Rs C. 8Rs D.9Rs E.10Rs

Q-7 Are you satisfied with the product? ( )

A. Yes B. No C. Cant Say

Q-8 Do you feel any difference between Coke & other substitutes available in the
market such as Pepsi, dew etc.? ( )

A. Yes B. No C. Indifferent
Q-9 Are you affected by the contradictory statements like soft drinks contain
pesticides and chemicals? ( )

A. Strongly B. Partially C. Not Affected

Q-10 Do you consider that product is safe for your health? ( )

A. Yes B. No C. Cant Say