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4.

RESEARCH
METHODOLOGY

OBJECTIVES OF THE STUDY

 The main objective of the project is to analyze and study in efficient way the current
position of Coca- Cola Company.

 To perform PESTLE and SWOT analysis of Coca-cola globally as well as locally. This
would help us identify areas of potential growth.

 The study was aimed to perform Market Analysis of Coca-Cola Company & find out
different factors effecting the growth of Coca-Cola.

 Another objective of the study was to perform Competitive analysis between Coca-Cola
and its competitors.

 To understand the reasons behind the purchase of Coca-Cola products.

SCOPE OF THE STUDY:-


This study basically tries to discover the current position of Coca-cola in the market. It also
tries to discover the preferences of the customers when posed with a choice between Coca-
Cola and Pepsi. It is primarily directed to the general public but was done only in New Delhi,
Noida and Greater Noida

RESEARCH DESIGN
A research design is the specification of methods and procedures for acquiring the needed
information. It is overall operational pattern or framework of the project that stipulates what
information is to be collected from which source by what procedure.

There are three types of objectives in a marketing research project:-

 Exploratory Research.
 Descriptive Research.
 Casual Research.

1. Exploratory Research:-

The objective of exploratory research is to gather preliminary information that will help
define problems and suggest hypothesis.

2. Descriptive Research:-

The objective of descriptive research is to describe things, such as the market potential for a
product or the demographics and attitudes of consumers who buy the product.

3. Casual Research:-

The objective of casual research is to test hypothesis about casual and effect relationships.

Based on the above definitions it can be established that this study is a Descriptive Research as
the attitudes of the customers who buy the products have been stated. Through this study we are
trying to analyze the various factors that may be responsible for the preference of Coca-Cola
products.
SOURCES OF DATA

The data has been collected from both primary as well as secondary sources.

SECONDARY DATA:-

It is defined as the data collected earlier for a purpose other than one currently being pursued.

As a researcher I have scanned lot of sources to get an access to secondary data which have
formed a reference base to compare the research findings. Secondary data in this study has
provided an insight and forms an outline for the core objectives established.

The various sources of secondary data used for this study are:-

 News papers.
 Magazines.
 Text books.
 Marketing reports of the company.
 Internet.

PRIMARY DATA:-

The primary data has been collected simultaneously along with secondary data for meeting
the established objectives to provide the solution for the problem identified in this study.

The methods that have been used to collect the primary data are:-

 Questionnaire.
 Personal Interview.

RESEARCH MEASURING TOOLS & TECHNIQUES


The primary tool for the data collection used in this study is the respondent’s response to the
questionnaire given to them. The various research measuring tools used are:-

 Questionnaire.
 Personal interview.
 Tables.
 Percentages.
 Pie-charts.
 Bar-charts.
 Column charts.

SAMPLING DESIGN

An integral component of a research design is the sampling plan. Especially it addresses three
questions: Whom to survey (sample Unit), how many to survey (Sample Size) and how to select
them (sampling Procedure). Making the census study of the entire universe will be impossible on
the account of limitations of time and money. Hence sampling becomes inevitable. A sample is
only his portion of population. Properly done, sampling produces representative data of the entire
population.

SAMPLE SIZE:-

i. Through questionnaire – 150 respondents.


ii. Through personal interview – 27 respondents.

SAMPLING TOOL:-

Questionnaire was used as a main tool for the collection of data, mainly because it gives the chance
for timely feedback from respondents. Moreover respondents feel free to disclose all necessary
detail while filling up a questionnaire. Respondents seeking any clarification can easily be sorted
out through tool.

Sampling Tools Respondents Number

Questionnaire Customers 150

Personal Interview Customers 27

Total 177

Table – 1.7

FIELD WORK:-

The study was conducted in New Delhi, Noida and Greater Noida.

 The questionnaires were given to the respondents to fill in order to get their feedback.
 Questions were read out to the respondents and the answers were noted.

LIMITATIONS OF THE STUDY:-

The main purpose of this study is get idea about the preference of the customers towards various
Coca-Cola products. But there are certain factors which affects this study they are as follow:

 Since the sampling procedure was judgmental, the sample selected may not be true
representative of the population.

 Economic and market conditions are very unpredictable (Present and future).

 The project duration is limited to 4 weeks so it limits the area of study.


 The study was confined to New Delhi, Noida and Greater Noida due to which the result
cannot be applied university

5.

DATA ANALYSIS
Respondents based on age group
180
160
Number of respondents

140
120
100
80
60
40
20
0
Below 20 20-30 30-40 40-50 above 50
Number of respondents 10 159 6 1 1

Fig 2.4

Respondents based on gender

37%

Male
63%
Female
Fig 2.5

AGE GROUP & GENDER:

From Fig 2.4, we can comprehend that 90% of total respondents belong to the age group of 20-
30. This is because most of the consumers that prefer or consume Coca-Cola products belong to
this age group. About 6% belong to age group below 20 and 3% belong to age group of 30-
40.Form Fig 2.5, we come to know that the gender ratio of the total respondents is almost 2:1
(male : female)

Frequency of soft drink consumption

50
40
30
20 Series1
10
0
Once a Twice a Thrice a Everyday Rarely
week week week

Fig 2.6
Weekly expenditure of coca-
cola products (INR)
4% 3%
12%
50-100
100-150
81% 150-200
Above 200

Fig 2.7
SOFT DRINK CONSUMPTION & EXPENDITURE:
From Fig 2.6, we interpret that about 48% of the total respondents consume soft drinks rarely or
once a week. About 35% respondents consume soft drinks twice or thrice a week and only 18%
consumes soft drinks every day.

From Fig 2.7, we interpret that about 81% of the respondents spend only Rs. 50-100 a week on
Coca-Cola products, which is very low as compared to the global scenario. This creates a
potential growth market for Coca-Cola India. About 12% spends from 100-150 a week & 7%
spend above 150.
Purchasing Portal Preference

120
S
100 e
80 r
i
60 e
40 s
1
20
0
Supermarkets Retails Vendor Pubs & Multiplexes
Machines Restaurant

Vendor Pubs &


Supermarkets Retails Multiplexes
Machines Restaurant
Series1 26 103 8 20 20

Fig 2.8

PURCHASING PORTAL PREFERENCE:


From the above data, we have ascertained that preferred portal for purchase of Coca-Cola
products is the retail shops i.e. 58%. This is probably because not all communities in India have
supermarkets and other purchasing channels present nearby, whereas, we can find retail shops in
every corner.19% prefer to purchase from Supermarkets and Vendor machines. 23% prefer to
purchase from Pubs, Restaurants and Multiplexes.
Occasions/Reasons for consumption

Just like that


Fig 2.8
Parties

Cinemas

Picnics

Festivals

0 20 40 60 80 100 120

Festivals Picnics Cinemas Parties Just like that


Series1 3 4 26 40 104
Number of respondents

Fig 2.9

REASON FOR CONSUMPTION:


From this graph, we infer that there is no specific occasion why people purchase Coca-Cola
products. Although some of the advertising campaigns target special occasion or festivals. From
Fig 2.9 it is concluded that 59% respondents purchase Coca-Cola without any specific reason.
About 23% purchase for the purpose of parties, 15% purchase while watching movies in the
cinemas and only about 4% purchase during festivals and for picnic purposes.
Soft drink preference

80
70 S
Number of responses

60 e
50 r
40 i
e
30
s
20 1
10
0
Coca-Cola Pepsi Other products Other products Other drinks
of Coca-Cola of Pepsi

Other products of Other products of


Coca-Cola Pepsi Other drinks
Coca-Cola Pepsi
Series1 72 34 52 7 12

Fig 2.10

SOFT DRINK PREFERENCE:


From the above graph we interpret that about 70% of the respondents, prefer consuming Coca-
Cola product over Pepsi and other drinks. This clearly states why Coca-Cola is market leader
with almost 60% of market share. 23% prefer Pepsi Products and only 75 prefer other drinks.
Opnion About Coca-Cola Products
Bad

Below Satisfactory

Satisfactory

Good

Excellent

0 20 40 60 80 100 120
NO. OF RESPONDENTS

Fig 2.11

Products expected by consumers from


Coca-Cola
Fizzy drinks Fruit drinks Energy drinks Alcoholic drinks

20% 14%

26% 40%

Fig 2.12

OPINION ABOUT COCA-COLA PRODUCTS

& PRODUCTS EXPECTED BY CONSUMERS:


From Fig 2.11, we infer that though the respondents are more than satisfied by the Coca-Cola
product range they would still like the company to introduce new drinks. From Fig 2.12, we
conclude that about 40% would like to see a new fruit drink being added to the product basket,
26% want energy drinks, 20% alcoholic drinks and only 14% want another fizzy drink. Majority
of the people wanting to see a fruit drink is mainly because people are more health conscious
now and want to manage their calorie intake.

Quantity preference

90 S
Number of responses

80 e
70
60 r
50 i
40 e
30 s
20
10 1
0
200-250 ml 300 ml Can 500 ml Pet 1 litre 2 litre
Glass bottle bottle

200-250 ml 500 ml Pet


300 ml Can 1 litre 2 litre
Glass bottle bottle
Series1 47 33 83 5 9

Fig 2.13

QUANTITY PREFERENCE:
From Fig 2.13, we infer that about 47% of respondents prefer to purchase PET bottle of Coca-
Cola Products. About 27% prefer to purchase glass bottles, 19% prefer Can of 300ml and only
8% prefer 1 & 2 litre bottles of Coca-Cola.
Branding

Pepsi products

Coca-Cola products

0 50 100 150

Coca-Cola products Pepsi products


Series1 109 68

NO. OF RESPONDENTS

Fig 2.14

Pricing

150

100
Series1
50

0
Coca-Cola products Pepsi products

Fig 2.15

BRANDING & PRICING:

From Fig 2.14, it is concluded that respondents find Coca-Cola products better than that of Pepsi
products. About 62% respondents said that they find Coca-cola products better than Pepsi and
only 38% supported Pepsi products.

From Fig 2.15, we infer that about 62% of the respondent considers the pricing of Coca-Cola
much more reliable than that of Pepsi. About 38% respondents think that Pepsi have better
pricing than that of Coca-Cola.
Quality

150

100

50 Series1

0
Coca-Cola products Pepsi products

Fig 2.16

TASTE

Pepsi products

Coca-Cola products

0 50 100 150

Coca-Cola products Pepsi products


Series1 130 47

NO. OF RESPONDENTS

Fig 2.17

QUALITY & TASTE:


From Fig 2.16 & 2.17, it’s clear that Coca-Cola products have better taste and quality than that of
Pepsi. About 73% respondents consider that Coca-Cola products have very good quality and
taste. 27% respondents consider Pepsi products have better taste and quality.
Availability

Pepsi products

Coca-Cola products

85 86 87 88 89 90

Coca-Cola products Pepsi products


Series1 90 87

Number of respondents

Fig 2.18

Satisfaction

Pepsi products

Series1

Coca-Cola products

0 50 100 150

Fig 2.19

AVAILABILITY & SATISFACTION:


From Fig 2.18, it’s clear that there is slight difference between the availability of products of
Coca-Cola and Pepsi. About 51% respondents think that Coca-Cola products are much easily
available in the market.49% consider that availability of Pepsi products is more in the market.

About 70% of respondents are satisfied with the Coca-Cola products while as 30% respondents
are satisfied with the Pepsi products as shown in Fig 2.19.