A PROJECT STUDY REPORT ON

The study of consumer buying behavior in mid segment cold drinks: with special reference to COCO COLA

Submitted in partial fulfillment for the Award of degree of Master of Business Administration

SUBMITTED BY : SHIVDAN SINGH MBA III SEM 2011-13

SUBMITTED TO : MS.SONAL JAIN (PROJECT HEAD)

DEEPSHIKHA COLLAGE OF TECHNICAL EDUCATION, JAIPUR

PREFACE

Soft drink includes all types of non alcoholic carbonate flavoured or otherwise sweetened beverages. Soft drinks are mostly packaged in 200 ml, 300 ml, 500 ml, 1000 ml, 1500 ml, and 2000 ml and comes in a variety of flavours. It also comes in glass as well as in plastic bottles.5ince so many changes and transformations are under going ever changing consumer demands, Govt. Policies and innovative packaging. Then industries are much emphasizing advertising to increase its sales. With the introduction of fruit pulp based soft drinks, packaged in cardboard cartoons known as "TERRAPACK" has been introduced in the market. The bottled soft drink market has undergone a marginal decreases in demand After 1994 the eminent reentry of coca-cola in Indian soft drink Industry it is heading for two giants war to capture the market. It has introduced various sharp and efficient tools say tour packages, prizes gift other avenues to enhance social status and satisfying personal egos also.

ACKNOWLEDGEMENT

This project is an outcome of 45 DAYS mandatory summer training, which I have to undergo for the partial fulfillment of the MBA program. I wish to put on record my sincere gratitude to the following person without whose support the completion of this project would not have been possible. I am grateful to Mr. Israr Ahmad (A.S.M) of Coca Cola Company, who has given an opportunity for me to work in Coca Cola Company. I would like to thank to my institute also where I got all the knowledge and skills required for this research project. I also want to thank to Marketing Faculty who took our project seriously and kept check on this time to time. Without the co-operation of the above person this work Certainly would not have been as good as, it is now.

(PRADEEP SINGH)

Contents
TITLE
1. 2. 3. 4. EXECUTIVE SUMMARY INTRODUCTION OF INDUSTRY INTRODUCTION OF COMPANY RESEARCH METHODOLOGY
4.1 Ttle of the Study 4.2 Duration of the Project

Page No1-4
5-8 9-33 34-38 34 34 34 35 36 37 38 39 40-56 57-59 60-61 62-64 65-66 67

4.3 Objective of Study 4.4 Type of Research 4.5 Sample Size and method of selecting sample
4.6 Scope of Study 4.7 Limitation of Study

5.
6.

FACTS AND FINDING

ANALYSIS AND INTERPRATATION

7. 8. 9. 10. 11.

SWOT CONCLUSION RECOMMENDATION AND SUGGESTION APPENDIX BIBLIOGRAPHY