OBJECTIVES OF THE STUDY

Following are the objectives of the study:

1. To know the most effective media of advertisement

2. To find out the reasons for liking the advertisement of cold drinks.

3. To find out the most popular slogan of advertisement regarding cold

drinks.

Research Methodology
Research is voyage from known to unknown

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

1. Research Design: The research design is the blueprint for

the fulfillment of objectives and answering questions. It is a
master plan specifying the method and procedures for collecting
and analyzing needed information.
 o Descriptive Research is used in this study as the main aim
is to describe characteristics of the phenomenon or a
situation.

2. Data Collection Methods: 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.

Secondary Sources: Secondary data has been collected from

standard textbooks, Newspapers, Magazines & Internet.

3. Research Instrument: Research instrument used for the

primary data collection is Questionnaire.

4. Sample Design: Sample design is definite plan determine

before any data is actually obtaining for a sample from a given
population. The researcher must decide the way of selecting a
sample. Samples can be either probability samples or non-
probability samples.

Sampling Technique: Convenience

Sample Size: 50 Respondents.

Area of Study: Yamuna Nagar.

MARKET PROFILE
 (Coca Cola)

Brands of Coca- Cola

i) Coca Cola

ii) Thums-up

iii) Limca

iv) Fanta

v) Maaza

vi) Maaza Tetra

vii) Sprite

Flavours of the brand :

i) Cola

ii) Lemon

iii) Soda

iv) Orange

v) Mango

vi) Clear Lemon

Size of the Coca Cola cold drinks available in market

i) 200 ml Bottles (RGB Glasses)

ii) 300 ml Bottles (RGB Glasses)

iii) 500 ml Bottles (RGB Glasses)

iv) 1 Litre (PVC Bottles)

v) 1.5 Litre (PVC Bottles)

vi) 2 Litre (PVC Bottles)

Sales of Coca Cola Cold drinks

Coca Cola Weekly Monthly Yearly

Cold drinks (in carets) (in carets) (in carets)

Coca Cola 520 1840 22400
Fanta 250 1030 12900
Thums-up 350 1350 18500
Limca 380 1210 16300
Maaza Tetra 80 380 6200
Sprite 70 280 5000
Maaza 120 690 10000

(Primary data)

There is more consumption of Coca Cola and has 70% market share
in the Yamunanagar city and Coca Cola is having maximum
consumption and after that Thumps-up and after it Limca cold drink in
the market and all the products has good sale but less than these.

Brands of Pepsi
i) Pepsi Cola

ii) Mirinda Lemon

iii) Mirinda Orange

iv) Pepsi Soda

v) Pepsi Apple

Flavours of the brand :

i) Cola

ii) Lemon

iii) Orange

iv) Soda

v) Apple
 Size of the Pepsi cold drinks available in market

vi) 200 ml Bottles (RGB Glasses)

vii) 300 ml Bottles (RGB Glasses)

viii) 500 ml Bottles (500 pt. Bottles)

ix) 1 Litre (PVC Bottles)

x) 1.5 Litre (PVC Bottles)

xi) 2 Litre (PVC Bottles)

Sales of Pepsi Cold drinks

Pepsi Weekly Monthly Yearly

Cold drinks (in carets) (in carets) (in carets)

Pepsi 430 1750 21600
Mirinda Lemon 390 1180 15400
Mirinda Orange 245 1000 13600
Pepsi Soda 126 470 6000
Pepsi Apple 120 400 5000

(Primary Data)

The consumption of Pepsi cola, after this sale of Mirinda Lemon is

there and after it Mirinda Orange is there and the market share is less
of Pepsi in comparison of Coca Cola.
 TABLE 4.1

RESPONDENT'S CLASSIFICATION ACCORDING TO AGE

Age (in years) No. of respondents Percentage

11-20 22 44
21-40 25 50
41-60 3 6
Total 50 100
Table 4.1 shows that 44% of the respondents are in the age
group of 11-20, 50% are in the age group of 21-40 and 6% are in the
age group of 41-60.
 TABLE 4.2

RESPONDENT'S CLASSIFICATION ACCORDING TO SEX

Sex No. of respondents Percentage

Male 30 60
Female 20 40
Total 50 100

Table 4.2 shows that 60% of the respondents are males and
40% of them are females

TABLE 4.3

RESPONDENT'S CLASSIFICATION ACCORDING TO

EDUCATIONAL QUALIFICATION

Qualification No. of respondents Percentage

Illiterate - -
Below Matric - -
Matric 5 10
Graduate 29 58
Post graduate 16 32
Total 50 100
Table 4.3 reveals that out of 50 respondents 5 are matriculate
and 29 are Graduate and rest of them 16 are post graduate.
TABLE 4.4

DRINKING OF COLD DRINK

Do you take cold No. of respondents Percentage

drinks
Yes 50 100
No - -
 Total 50 100

Table 4.4 reveals that all the respondents are drinking cold
drinks.

TABLE 4.5

FREQUENCY OF TAKING COLD DRINKS

HOW FREQUENTLY No. of respondents Percentage

YOU DRINK
Once a day 15 30
Twice a day 2 4
More than twice 1 2
Not regular drunker 32 64
Total 50 100

Table 4.5 reveals that 30% of the respondents drink it once a

day, 4% twice a day, 2% more than twice and 32% drink it no regularly.

TABLE 4.6

NAME OF THE COLD DRINKS AVAILABLE IN MARKET

Name of cold drinks No. of respondents Percentage

Coca cola - -
Pepsi - -
Fanta - -
Limca - -
Mirinda - -
Thums-up - -
Canada dry - -
Maaza - -
Dew - -
All of above 50 100
Total 50 100
 Table 4.6 reveals that all of the respondents are of the view that
all the above mentioned cold drinks are available in the market.

TABLE 4.7

PREFERENCE OF COLD DRINK

Which cold drink you No. of respondents Percentage

like most
Coca cola 12 24
Pepsi 12 24
Fanta 1 2
Limca 7 14
Mirinda 1 2
Thums-up 10 20
Canada dry 4 8
Maaza 3 6
Dew - -
Total 50 100

Table 4.7 indicate that out of 50 respondents 12 like Coca cola,

12 like Pepsi, 7 like Limca, 1 like Fanta, 1 like Mirinda, 10 like Thums-
up, 4 like Canada dry and 3 like Maaza.

TABLE 4.8

FLAVOURS OF COLD DRINKS

Flavours No. of respondents Percentage

Cola 30 60
Lemon 7 14
Orange 7 14
Mango 2 4
Others 4 8
 Total 50 100
Table 4.8 shows that out of 60% of the respondents like the cola
flavour of cold drink, 14% like the Lemon flavour and same percentage
of respondents like the orange flavour of cold drink.
 TABLE 4.9

ADVERTISEMENT OF COLD DRINK

Do you think No. of respondents Percentage

advertisement of cold
drink is required
Yes 48 96
No 2 4
Total 50 100

Table 4.9 indicate that 96% of the respondents are of the view
that they have been the advertisement of the cold drink they like most
while 4% shows that they don’t have seen the advertisement they like
most .

TABLE 4.10

MEDIA OF ADVERTISEMENT

THROUGH WHICH No. of respondents Percentage

MEDIA YOU HAVE
SEEN IT?
TV 46 92
Newspaper 2 4
Magazine 1 2
Other 1 2
Total 50 100
 Table 4.10 reveals that 92% of the respondents are of opinion
that they have seen the advertisement on TV while 4% are of the
opinion that they have seen the advertisement through newspaper.

TABLE 4.11

NO. OF ADVERTISEMENT

How many No. of respondents Percentage

advertisements you
seen are of the most
likely cold drink by you
1 11 22
2 14 28
3 11 22
4 14 28
Total 50 100
Table 4.11 shows that out of the 50 respondents 11 are of view
that there is 1 type of advertisement and other says that there are more
than one type.

TABLE 4.12

SLOGAN OF COLD DRINK

Slogan of cold drink No. of respondents Percentage

 which you like
Taste the thunder 12 24
Yara Da tashan 14 28
Yeh dil mange more 16 32
Jo chahe ho jaye, 8 16
coca cola enjoy
Total 50 100
Table 4.12 shows that out of 50 respondents 12 like the slogan
'taste the thunder' ,14 like 'Yara da tashan', 16 like 'yeh dil mange more'
and 8 like the slogan 'Jo chahe ho jaye coca cola enjoy'.

TABLE 4.13

REASON FOR LIKING THE ADVERTISEMENT

Why you like No. of respondents Percentage

advertisement
Its theme and making 30 60
is appealable
It has film stars 7 14
Because of good 7 14
music
Other reasons 6 12
Total 50 100
Table 4.13 shows that majority of the respondents like the
advertisement due to its theme while majority of the respondents like
the advertisement due to its film stars and good music.

TABLE 4.14

EFFECT OF ADVERTISEMENT ON CONSUMPTION OF COLD

DRINK

Do you think ads. No. of respondents Percentage

Effect the
 consumption of cold
drink
Yes 23 46
No 17 354
Cann't say 10 20
Total 50 100
Table 4.14 shows that 46% of the respondents are of the view
that advertisement forced them to consume product more 34% of them
has view that advertisement don’t force them to consume the product
while 20% of them cannot say anything about it.

TABLE 4.15

BEST MEDIA OF ADVERTISEMENT

Which Media No. of respondents Percentage

Presently Is More
Effectively
TV 50 100
Newspaper - -
Magazine - -
Others - -
Total 50 100

Table 4.15 reveals that 100% of the respondents are of the view
that presently the TV is most effective media of advertisement.

TABLE 4.16

NECESSITY OF ADVERTISEMENT

DO YOU THINK THE No. of respondents Percentage

ADVERTISEMENT IS
NECESSARY FOR
 COLD DRINKS?
Necessary 14 28
Very necessary 34 68
Can’t say 2 4
Total 50 100
Table 4.16 shows that highest number of respondents are of the
view that advertisement is very necessary for cold drinks while few
respondents are of the view that advertisement is necessary.
TABLE 4.17

EFFECTIVENESS OF EXPENDITURE INCURRED ON

ADVERTISEMENT

Does expenditure No. of respondents Percentage

should be incurred on
advertisement
Yes 43 86
No 2 4
Can’t say 5 10
Total 50 100

Table 4.17 shows that 86% of the respondents are of the view
that the expenditure incurred on advertisement is effective in adding the
profit while 4% denied the same and 10% did not reply.
TABLE 4.18

REASONS FOR DIFFERENCE OF ADVERTISEMENT

EFFECTIVENESS

WHICH REASON No. of respondents Percentage

YOU FIND FOR THE
DIFFERENCE OF
ADVERTISEMENT
EFFECTIVENESS
Education 20 40
Liking 10 20
Standard of Living 10 20
Level of Development 10 20
Total 50 100

Table 4.18 shows that 40% of the respondents say education is

one of the main reason of Advertisement effectiveness while equal % of
the respondents are in the favour of likings, standars of living and level
of development
TABLE 4.19

ADD EFFECTIVENESS AND IMPROVEMENT IN ADVERTISEMENT

WILL THE STUDY OF No. of respondents Percentage

EFFECTIVENESS
WOULD
CONTRIBUTE TO
IMPROVEMENT OF
PRESENT
ADVERTISEMENT
Yes 45 90
No 1 2
Cannot say 4 10
Total 50 100
Table 4.19 shows that the majority of the respondents are of the view
that the study of effectiveness contributes the improvement in present
advertisement.
TABLE 4.20

NECESSITY OF ADVERTISEMENT EFFECTIVENESS

IS ADVERTISEMENT No. of respondents Percentage

EFFECTIVENESS IS
NECESSARY FOR
COMPANY?
Yes 48 96
No 1 2
Can’t say 1 2
Total 50 100
Table 4.20 reveals that majority of the respondents say that the
advertisement effectiveness is necessary while same did not replied.
TABLE 4.21

USERS OF ADVERTISEMENT EFFECTIVENESS

THE USE STUDY OF No. of respondents Percentage
EFFECTIVENESS IS
FOR WHOM?
For company 34 68
For employees 1 2
For customers 15 30
None of these - -
Total 50 100
Table 4.21 indicates that 68% of the respondents are of the view that
the study of effectiveness is meant for company while 30% say that it is
meant for customers.