A STUDY ABOUT CONSUMER

SARTISFACTION TOWORDS PEPSICO

COOLDRINK PRODUCTS IN
KINATHUKADAVU TALUK,
POLLACHI IN

CHAPTER I

1.1-INTRODUCTION

Beverage industry is one of the fast

growing industries in India .it can be divided
into two sections i.e. carbonated and non-
carbonated. The carbonated drinks that can be
further classified into cola, lemon orange,
mango and apple segments. As far as the soft
drink market is concerned, it is facing the cut
throat competition because of the availability
of a large number of indirect as well as direct
competitors. Single company offers the soft
drink to the market in different taste and
flavours. In this industry entire range of
flavours are produced by other competitors
also. More often it becomes impossible to
differentiate between the same flavours of two
different brands, when served in same plate.
All these factors together make the situation
complicated, even though both corresponding
brands have the similar price.

1.2 INTRODUCTION OF THE STUDY

The study based on separate cool drink
products of pepsico brand only. The products
of pepsico brand such as 7up, Mirinda,
Mountain Dew, Pepsi, Sliceand Tropicana.
These are top six products in PepsiCo brand in
Tamilnadu. This study aimed at finding the
level of satisfaction for each of the six
products in and around Coimbatore city.

1.2 STATEMENTS OF PROBLEMS

The product taste and quality is an
essential component to consider when
attempting & enhancing consumer
satisfaction. Increasing consumer satisfaction,
by increasing consumer value, is a key issue
for every firm. Customer value is the
consumer’s perception of the attributes they
want in the product. Consumer satisfaction is
the consumer's positive or negative feeling
about the value that was received. Hence using
a product would yield the desired
consequences, and then the consumer
perceives high consumer value. High
consumer value leads to consumer
satisfaction. Consumer satisfaction is an
inevitable outcome of the product purchase
and consumption experience resulting from a
comparison of what was expected and what is
received. In a competitive marketplace where
businesses compete for customers, consumer
satisfaction is seen as a key differentiator and
increasingly has become a key element of
business strategy. Therefore, it is essential for
businesses to effectively manage consumer
satisfaction. As many health drinks industry
sectors mature, competitive advantage through
providing taste and quality products is an
increasingly important weapon in business
survival. The health drinks manufacturers
have certainly not been exempted from
increased competition or rising consumer
expectations of taste and quality product. In
this backdrop, a study on consumer's
satisfaction such an analysis will provide cool
drinks manufacturers, a quantitative estimate
of level of satisfaction being perceived by the
consumers. Therefore, in this study an attempt
has been made to seek answer to the research
questions such as how are consumers satisfied
with health drinks in the study area? And what
are the factors that affect the consumer
satisfaction in the study? Hence, in the present
study, an attempt has been made to analyze the
consumer satisfaction towards cool drinks in
kinathukadavu taluk, pollachi in coimbatore
district of Tamilnadu

1.3 OBJECTIVE OF THE STUDY

 To study the demographical information

about the consumers.
 To find out the level of awareness among
the consumers about the flavours of
PepsiCo cool drink products.
 To find out the consumer preference
towards different flavours of PepsiCo cool
drink products.
 To find out the level of satisfaction among
the consumers towards taste, price, energy,
package, flavours, offers, quantity
1.4 SCOPE OF THE STUDY
This study confined to consumers
satisfaction about PepsiCo cool drinks
comparative analysis with special reference to
kinathukadavu taluk, Pollachi in Coimbatore
district. This study is an attempt to analyze the
awareness, satisfaction and preference of cool
drinks;it is also aimed to find the problem
faced by the consumers and examines the
factors which influence the cool drinks.
Through this study company can know about
its consumer’s problems and to form strategies
for growth, their new concepts in positioning
of product in the market and to do suitable
promotional activities. Through this study
company will know about the suitable
marketing strategies to be followed for its
products in the market.
The study on consumer satisfaction helps
to know who are the consumers, what they
want, how they use & next best substitute to
the PepsiCo products. The wants of consumers
are carefully studied by conducting the survey
on consumer’s satisfaction. This study also
deals to know how various markets differ with
respect to price, product features, advertising
and corporate image; which affect the
consumer in the market. Consumer
satisfaction reveals to the manufactures about
the wants, needs and level of satisfaction.
This study will help to gain knowledge about
the market share for each product, the study
also aims at finding factors which are
influencing the customer to prefer a particular
cool drink products.

1.5 LIMITATIONS OF THE STUDY

 Limited time and other financial
constraints are the most important factors
to limit the study by using proper sampling
method.
 The consumers were not cooperative in
giving full details for all the questions.
 The survey was taken only in
kinathukadavu taluk, Pollachi in
Coimbatore district and does not
applicable other place.
 Due to the time and cost constraint the
study is restricted to a period of four
months.

 1.7 CHAPTERISATION SCHEME

 Chapter I
 Introduction of the project – statement of
the problems – objectives of the study –
scope of the study – limitations of the
study.
 Chapter II
 Review of literature, Profile of the industry
and company
 Chapter III
 Research Methodology, Data analysis and
interpretation
  Chapter IV
 Findings and suggestions
 Chapter V
 Conclusion of the project

CHAPTER II

INDUSTRY PROFILE
Soft drinks can trace their history back to the
mineral water found in natural springs.
Bathing in natural springs has long been
considered a healthy thing to do, and mineral
water was said to have curative powers.
Scientists soon discovered that gas carbonium
or carbon dioxide was behind the bubbles in
natural mineral water.
The first marketed soft drinks (non-
carbonated) appeared in the 17th century. They
were made from water lemon juice sweetened
with honey. In 1676, the Champagne
Lemonades of Paris was granted a monopoly
for the sale of lemonade soft drinks. Vendors
would carry tanks of lemonade on their backs
dispensed cups of the soft drink to thirsty
Parisians.
In 1767, an Englishmen, Mr. Joseph Priestley,
created the first drinkable manmade glass of
carbonated water. Three years later, the
Swedish chemist Torbern Bergman invented a
generating apparatus that made carbonated
water from chalk by the use of sulphuric acid.
Bergman’s apparatus allowed imitation
mineral water to be in large amounts.
In 1810, the first U S patent was issued for the
“means of the mass manufacture of imitation
mineral waters” to Simons and Rundell of
Charleston,
South Carolina.
Carbonated beverages did not achieve great
popularity in America until1832, when John
Mathews invented his apparatus for the
marking carbonated water. John Mathews
mass manufactured his apparatus for sale to
others.
The drinking of either natural or artificial
mineral water was considered healthy practice.
American pharmacists, who were selling most
of the mineral waters, started to add medicinal
and other flavourful herbs to the unflavoured
beverage: e.g., birch bark, dandelion,
sarsaparilla and fruit extracts. The early
drugstores with their soda fountain become a
popular part of American culture. Customers
wanted to take the drinks home with them and
the soft bottling industry grew from the
customer demand.
Over 1,500 U S patents were filed for a cork,
cap or lid for the carbonated drink bottle tops.
The bottles were under a lot pressure from the
gas. Inventers were trying to find the best way
to prevent the carbon dioxide (bubbles) from
escaping. In 1892, William Painter, a
Baltimore machine shop operator, patented
The “Crown Cork Bottle Seal”.was the first
very successful method of keeping the bubbles
in the bottle. In 1899, the first patent was
issued for a glass-blowing machine for the
automatic production of glass bottles. Earlier
glass bottles had all been hand- blown. Four
years later. The new bottle-blowing machine
was in operation.

SOFT DRINKS INDUSTRY IN INDIA

The soft drink industry is growing now at

6 to 7% annually. In India, Coke and Pepsi
have a combined market share of around 95%
directly or through franchisees. Campa Cola
has a 1% share, and the rest is divided among
local players. Industry watchers say, fake
products also account for a good share of the
balance. There are about 110 soft drink
producing units (60% being owned by Indian
bottlers) in the country, employing about
125,000 people. There are two distinct
segments of the market, cola and non-cola
drinks. The cola segment claims a share of
62%, while the non-cola segment includes
soda, clear lime, cloudy lime and drinks with
orange and mango flavours.

COMPANY PROFILE

PepsiCo, is an American multinational

food, snack, and beverage corporation
headquartered in New York. PepsiCo has
interests in the manufacturing, marketing, and
distribution of grain-based snack foods,
beverages, and other products. PepsiCo was
formed in 1965 with the merger of the Pepsi-
Cola Company. PepsiCo has since expanded
from its namesake product Pepsi to a broader
range of food and beverage brands.
PepsiCo products are enjoyed by one
billion consumers a day in more than 200
countries and territories around the world.
PepsiCo driven by a complementary food and
beverage portfolio that includes Frito-Lay,
Gatorade, Pepsi-Cola, Quaker and Tropicana.
PepsiCo's product portfolio includes a wide
range of enjoyable foods and beverages,
including 22 brands that generate more than
 US $1 billion dollars each in estimated annual
retail sales.

Products of PepsiCo
Food products
PepsiCo’s foods division Frito-Lay is the
leader in the branded salty snack market. All
its products are free of trans-fat.
It manufactures Lay’s potato
chips, Cheetos extruded snacks, Uncle
Chipps and traditional snacks under
the Kurkure and Lehar brands. The company’s
high-fibre breakfast cereal, Quaker Oats and
low-fat and roasted snack options
like Aliva increase the number of healthy
choices available to consumers.
 Cheetos
 Kurkure
 Lay’s
 Quaker Oats

Beverages
PepsiCo India’s expansive portfolio
includes iconic refreshment
beverages Pepsi, 7UP, Mirinda, Slice and Mou
ntain Dew, in addition to low-calorie options
such as Diet Pepsi, hydrating and nutritional
beverages such as Aquafina drinking water,
isotonic sports drink Gatorade and fruit juices
such as Tropicana and Tropicana 100%.
 7UP
 Aquafina
 Mirinda
 Mountain Dew
 Pepsi
 Slice
 Tropicana

7up
7up is ½, 400 ml, 1, 2, 2 ¼ litre bottles and
100 ml tin available in the market.

Mirinda
The mirinda beverage is 100 ml, 1/2 ltr, 1ltr,
2ltr, 2 ¼ltr Quantities are available in the
market

Mountain dew
The mountain dew is available in ½, 1, 2, 2 ¼
in the market
Pepsi
The pepsi is available in 100 ml, ½ltr, 600 ml,
1 ltr, 2ltr, in the market

Tropicana
The Tropicana is available in 100 ml, ½ltr,
1ltr, 2ltr in the market. It is different flavours
are available in the market. apple, guava,
mango, orange, pomegranate
Slice
Slice juice is available in 100 ml, ½ ltr, 1 ltr, 2
ltr in the market.
RESEARCH METHODOLOGY

Research is a procedure of logical and

systematic application of the fundamentals of
science to the general and overall questions of
a study and scientific technique which provide
precise tools, specific procedure and technical
rather than philosophical means for getting
and ordering the data prior to their logical
analysis and manipulation. Different type of
research designs is available depending upon
the nature of research project, availability of
able manpower and circumstances

METHODOLOGY

I. Research design
The research design is the blueprint for the
fulfilment of objectives and answering
questions. It is a master plan specifying the
method and procedures for collecting and
analysing needed information.

Exploratory Research is used in this study to

describe characteristics of the phenomenon or
a situation.

II. Data collection method

The source of data includes primary and

secondary data sources.

Primary sources

Primary data has been collected directly

from sample respondents through
questionnaire and with the help of interview.
The primary data sources are collected by
users of customers

Secondary sources

Secondary data has been collected from

standard textbooks, Newspapers, Magazines &
Internet.

III. Research instrument

Research instrument used for the primary

data collection is Questionnaire.

IV. Sample design

Sample design is definite plan for

obtaining sample population from a given
population. The researcher must decide the
way of selecting a sample. Samples can be
either probability samples or non-probability
samples. Hence the researcher took convenient
non-probability sampling technique.

V. Area of study

This study was confined in kinathukadavu

taluk, Pollachi in Coimbatore district

Sampling technique – Convenient Method

Sample size - 100 Respondents

A STUDY ABOUT CUSTOMER
SATISFACTION TOWARDS PEPSICO
BEVERAGES IN COIMBATORE CITY

Questionnaire

I. Demographical information

1. Name of the consumer

……………………………
2. Address
…………………………………………….

3. Age of the consumer

(A) Below 20 (B) 21 – 30

(C) 31 – 40 (D) Above 40

4. Sex

(A) Male (B) Female

5. Marital status

(A) Married (B) unmarried

6. Educational status

(A) Schooling (B) under degree

(C) Post degree (D) others. Please

specify.

6. Occupational status

(A) Businessman (B) Employee

 (C) Unemployment (C) Others. Please
specify.

7. Income level

(A) Below 10000 (B) 10001 – 15000

(C) 15001 – 20000 (D) above 20000

II. Awareness

8. Did you know about cool drinks?

(A) Yes (B) no

9. Did you know about different flavours of

the product?

(A) Yes (B) no

10. How did you know it?

(A) Television (B) postures

(C) Internet (D) Recommendation

III. Preference

10. Which product do you prefer in these?

(A) 7up (B) Miranda (C)

Mountain dew

(D) Pepsi (E) Slice (F)

Tropicana

11. Which flavour do you prefer in the

product?

(A) Mango (B) orange (C) apple

(D) guava

(E) Lemon (F) lime (G) water melon

(H) papaya

(I) pomegranate (J) pineapple

12, Reason for why do you prefer this
product?

(A) Taste (B) price (C) healthy

(D) flavours

(E) Package (F) offers (G) quantity

(H) quality

IV. Satisfaction

14. Which quantity of pack do you purchase?

(A) 100 ml (B) 250 ml (C) 400 ml

(D) 500 ml

(E) 1 ltr (F) 2 ltr (G) 2 ¼ ltr

15. Your usage type

(A) One use (B) stock

16. How much quantity of beverage do you
purchase per month?

(A) Below 3 ltrs (B) 3100 ml – 6 ltrs

(C) 6100 ml – 9 ltrs (D) above 9 ltrs

17. How much amount of money do you spend

per month for purchase of beverage?

(A) Below 250 (B) 251 - 500

(C) 501 – 750 (D) above 750

18. Where do you purchase beverage?

(A) Departmental stores (B) retail shop

(C) Medical shop (D) super market

19. Please put your rank in this products

 Tas Pri Ener Flavo pack off Qual
te ce gy urs age ers ity
7up
Mirin
da
Mount
ain
dew
Pepsi
Slice
Tropic
ana

20. Which product has fulfilled your needs?

(A) 7up (B) Mirinda (C)

Mountain dew
 (D) Pepsi (E) Slice (F)
Tropicana

21. Which product you recommend others.

(A) 7up (B) mirinda (C)

mountain dew

(D) Pepsi (E) slice (F)

Tropicana

22. Findings
………………………………………………
…………………………………

………………………………………………
…………………………………
23. Suggestion
………………………………………………
………………………………