18-04-2014, 11:55 AM
A STUDY ON CONSUMER PERCEPTION ON COCA-COLA SOFT DRINKS IN CHENNAI CITY
CONSUMER PERCEPTION.pdf (Size: 1.12 MB / Downloads: 30)
ABSTRACT
Coca-Cola soft drinks pvt .Ltd is the profitable leading company and succeeds
over the competition in the market.
The study is conducted to know the consumer buying perception. The study
on consumer buying perception reveals the present scenario of consumer buying
perception in the organization and the ways to improve it.
The major objective is consumer buying perception at Coca-Cola soft drinks.
To find out that factors influencing brand preference and sources of awareness level
of Coca-Cola soft drinks. To find out the reasons for shifting from one brand to
another. To find out the effective promotional strategy.
The research methodology used for the study of convenience sampling
techniques. The study is typically determining frequency with which something
occurs and how variables are varying together.
INTRODUCTION
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta,
Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly
400 beverage brands. It sells beverage concentrates and syrups to bottling and canning
operators, distributors, fountain retailers and fountain wholesalers. The Company’s beverage
products comprises of bottled and canned soft drinks as well as concentrates, syrups and
not-ready-to-drink powder products. In addition to this, it also produces and markets sports
drinks, tea and coffee. The Coca-Cola Company began building its global network in the
1920s. Now operating in more than 200 countries and producing nearly 400 brands
A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA
Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods
(CPG) are products that have a quick turnover and relatively low cost. Consumers
generally put less thought into the purchase of FMCG than they do for other
products.
The Indian FMCG industry witnessed significant changes through the 1990s. Many
players had been facing severe problems on account of increased competition from
small and regional players and from slow growth across its various product
categories. As a result, most of the companies were forced to revamp their product
METHODOLOGY AND LIMITATIONS OF THE STUDY
As mentioned earlier in the report, Tamil Nadu, Andhra Pradesh and Karnataka, were a part
of the phased launch of the product in the market. A consumer sampling involving 5.5 lakh
people was conducted in a span of 30 days across major cities in order to give the product
the required marketing push and to recognize the prospective consumers and their opinion
in order to develop and market the product in a better way in the near future. The
methodology used in studying and understanding the perceived views of consumers towards
the product was ‘SAMPLING’.