28-02-2013, 09:35 AM
Comparative analysis between Pepsi & Coke
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REASEARCH OBJECTIVES
Objective:
• To assess the consumer buying behavior of the targeted audience with respect to aerated drinks.
• To assess the awareness level of the target audience with respect to pricing and promotional schemes of various brands in NCR region.
• Also to assess the behavior of the shopkeepers towards the aerated drinks industry.
RESEARCH METHODOLOGY
Data sources: the data is collected from both primary sources and secondary sources.
The primary source of information is collected through survey of 200 people in the entire NCR.
The required secondary data is collected from, newspapers, magazines, and pamphlets, trade journals, Information Brochures.
The data capturing instrument (DCI) used to collect primary data is the Questionnaire.
The DCI consisted of:
Open-ended questions
Closed-ended questions
Multiple choice questions
The universe is divided into a sample of 200 respondents. The respondents consisted of :-
• Different age groups
• Males and females
• shopkeepers
People from different localities within NCR region.
CONCLUSION
Soft drink cans which are very convenient, as the consumer can take them anywhere, unlike a bottle, are very expensive retailing from Rs. 25-Rs.30. To increase sale of cans, this price should be brought down.
Innovations increase sales of company. for e.g. fountain Pepsi increased sales of Pepsi, Cans increased sales of Coca-Cola. Therefore the companies should constantly come out with innovative ideas. e.g. 300 ml plastic bottles, which the consumer can take with him, unlike the glass bottles, which he has to return. Plastic bottles can even be used again by households for various purposes.
It is also recommended that companies should launch soft drink in small pack 150 ml and 100 ml(travel packs for trains)
It is seen In India, that people prefer having their drinks with or after food. So Companies should have more commercials, which show people enjoying their drink with a good meal, so that consumers associate drinking soft drinks while having their meals.