10-08-2013, 02:53 PM
REPORT OF WINTER PROJECT ON ANALYSIS OF BRAND PREFERENCE OF SOFTDRINKS IN THE GLOBAL MARKET
ANALYSIS OF BRAND PREFERENCE.doc (Size: 54 KB / Downloads: 18)
EXECUTIVE SUMMARY
One of the most competitive market in the world at present is the soft drinkmarket in which crores of rupees on advertisement and other promotionactivities are being spent.It is one of the many sectors ,registering steadygrowth over a hundred years throughout the world .In India the soft drinkindustry is flourishing well with a wide range of brands comprising bothpopular-international ,national & regional branded soft drinks. In presentinvestigation , the impact of globalisation on brand preference of soft drinks& the factor determining the brand preference are studied.Primary data has been collected regarding present study of soft drinksthrough questionnaire in Panipat city.
INTRODUCTION TO TOPIC
The Indian soft market is very wide & big to control ,as India has all typesof seasons & different locations with different cultures . Soft drink industryis a massive industry with a stiff competition. All people , irrespective oftheir age & earnings , consume soft drinks & are interested in making theirown choice of soft drink brand. In modern business world , due to the development of science &technology , many new brands of products flood the market every year.When the new brands enter into market , some consumer switch over to it.Hence, a study on brand preference becomes necessary.
INTRODUCTION OF SOFT DRINKS
A detailed analysis of the soft drinks market, providing forecast data to 2007.The report examines key local trends in soft drinks , with an emphasis on providing quality primary research data , obtained directly from major players in the industry . It establishes the market size & structure , provides analysis of current market trends , & profiles the industry’s major players . The Soft Drinks industry & the childhood obesity debate – management briefing : The childhood obesity debate affects & is affected by the Soft Drinks industry . This briefing provides both an account of current publichealth thinking on the problems & causes of rising childhood obesity , along with the views & actions of the soft drinks industry in response to what isundeniably a serious problem in many countries . The report presents a brief overview of what public health community expects from the industry’s of soft drinks . The report examines what the soft drinks industry has done , isdoing & will have to do in future , both at a collective & a company level ,toaddress the problems , engage in the debate & counter negative publicity . In particular , the report examines similarities between the situation the soft drinks industry find itself in & the alcohol companies position with in the debate surrounding the adverse social & health consequences of alcohol misuse , & where best practice in the area of corporate social responsibility(CSR) might be shared between the two sector. As with alcohol companies ,the soft drinks industry has to be & be seen to be part of the solution & not , as it is currently viewed by some , part of the problem .
CONCLUSIONS & SUGGESTIONS
After globalisation most of the respondents (155,82%) like the international brand . 58.06% of the respondents prefer Pepsi brand, Fanta is liked the most . Among the Pepsi brands, Pepsi (44.44%) has more patronage. Among Coca-Cola brand Fanta is liked much.• Nearly 58.33% of the respondents take torino in national level brand. In local level soft drinks (57.14%) Eye has more sales. The F –TEST reveals that there is no association between age, education, occupation & the choice of brands. But there is association between monthly income & brand preference .• 40% of the consumers are quite satisfied with the quality of the soft drink.