BRM Project Final

Consumer Brand Loyalty of Soft Drink
PROJECT REPORT
ON
Submitted by :
Prof. Rahul Sir
S.k school of business managemant

Hemchandracharya North Gujarat Univercity,
Patan (N.G)
On
April
1 SKSBM, PATAN
CHAPTER : 1
RESEARCH PROPOSAL
MAIN OBJECTIVE: -
“To identify consumer brand loyalty of soft drink among the consumer of Patan
City”
SUB OBJECTIVE:
• To study the changes in the brand loyalty with the increase in price and income
• To identify age wise consumer brand loyalty of soft drink.
• To identify income wise consumer brand loyalty of soft drink.
• To determine the critical factors which influence the buying behavior of people
regarding
Research Methodology:
 Research Design : Exploratory
2 SKSBM, PATAN
 Research Approach : Survey

 Research Instrument : Questionnaire
 Information Need : Primary Data
 Area of the survey : Patan City
 Sample Size : 200 Respondents
 Sampling unit : people
 Interview method : Personal interview
3 SKSBM, PATAN
CHAPTER: 2
INTRODUCTION OF SOFT DRINK COMPANY
2.1 Profile of Coca cola Company:

COCA COLA brings back the fizz to India Coca-Cola, the corporate nourishing the
global community with the worlds largest selling soft drink concentrates since 1886,
returned to India in 1993 after a gap of 16 years giving a new thumbs up to the Indian
Soft Drink Market. In the same year, the Company took over ownership of the nation's
top soft-drink brands and bottling network. No wonder, our brands have assumed an
iconic status in the minds of the consumers. A Healthy Growth to The Indian Economy
Ever Since, Coca-Cola India has made significant investments to build and continually
consolidate its business in the country, including new production facilities, waste water
Treatment plants, distribution systems and marketing channels.
Coca-Cola India is among the country’s top international investors, having invested more
than US$ 1 billion in India within a decade of its presence and further pledged another
US$ 100 million in 2003 for its operations.
A Pure Commitment to The Indian Economy The Company has not only shacked up the
Indian carbonated drinks market, and given consumers the pleasure of world-class drinks
to fill up their hydration, refreshment & nutrition needs but has also been instrumental in
giving an exponential growth to job opportunities.
Creating Enormous Job Opportunities with virtually all the goods and services required
producing and marketing Coca-Cola being made in India, the business system of the
Company directly employs approximately 6,000 people, and indirectly creates
employment for more than 125,000 people in related industries through our vast
procurement, supply and distribution system.
4 SKSBM, PATAN
The vast Indian operations comprise 25 wholly-owned- company-owned bottling

operations and another 24 franchisee-owned bottling operations. That apart, a network of
21 contract-packers also manufactures a range of products for the Company.
Objective:
Quality Is Our Highest Business Objective The Coca-Cola Company exists to benefit and
refresh everyone it touches. For us, Quality is more than just something we taste or see or
measure. It shows in our every action.
We relentlessly strive to exceed the world's ever-changing expectations because keeping

our Quality promise in the marketplace is our highest business objective and our enduring
obligation.
Consumers across the globe choose our brand of refreshment more than a billion times
every day because Coca-Cola is...
5 SKSBM, PATAN
Brand Product: Thums Up
Strong Cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally
introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.
Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.
Glass PET Can Fountain

500 ml, 1.5 L,
200 ml, 300 ml, 500
2 L, 2.25 L, 330 ml Various Sizes
ml, 1000 ml
500 ml + 100 ml
6 SKSBM, PATAN
Fanta
Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as

one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993.
Over the years Fanta has occupied a strong market place and
is identified as "The Fun Catalyst".
Perceived as a fun youth brand, Fanta stands for its

vibrant color, tempting taste and tingling bubbles that not
just uplifts feelings but also helps free spirit thus
encouraging one to indulge in the moment. This positive
imagery is associated with happy, cheerful and special times
with friends.

500 ml, 1.5 L,
200 ml, 300 ml, 2 L, 2.25 L, 330 ml Various Sizes
500 ml + 100 ml
7 SKSBM, PATAN
Limca
Lime n' lemoni Limca, the drink that can cast a

tangy refreshing spell on anyone, anywhere. Born in
1971, Limca has been the original thirst choice, of
millions of consumers for over 3 decades.
The brand has been displaying healthy volume

growths year on year and Limca continues to be the
leading flavors soft drink in the country.
The success formula? The sharp fizz and lemoni

bite combined with the single minded positioning of
the brand as the ultimate refresher has continuously
strengthened the brand franchise. Limca energizes
refreshes and transforms. Dive into the zingy
refreshment of Limca and walk away a new person..
500 ml, 1.5 L,

200 ml, 300 ml, 500
2 L, 2.25 L, 330 ml Various Sizes
ml, 1000 ml
500 ml + 100 ml
Sprite
8 SKSBM, PATAN
Worldwide Sprite is ranked as the No. 4 soft drink &

is sold in more than 190 countries. In India, Sprite was
launched in year 1999 & today it has grown to be one of the
fastest growing soft drinks, leading the Clear lime category.
Worldwide Sprite is ranked as the No. 4 soft drink &

is sold in more than 190 countries.
In India, Sprite was launched in year 1999 & today it has grown to
be one of the fastest growing soft drinks, leading the Clear lime
category. Today Sprite is perceived as a youth icon. Why? With a
strong appeal to the youth, Sprite has stood for a straight forward
and honest attitude. Its clear crisp refres hangtags encourages the
today's youth to trust their instincts, influence them to be true to
who they are and to obey their thirst.

500 ml, 1.5 L,
200 ml, 300 ml, 2 L, 2.25 L, 330 ml Various Sizes
500 ml + 100 ml
2.2 PEPSI COMPANY
9 SKSBM, PATAN
Pepsi-Cola North America, headquartered in Purchase, N.Y., is the refreshment beverage

unit of PepsiCo Beverages and Foods North America, a division of PepsiCo, Inc. PepsiCo
Beverages and Foods North America also comprises PepsiCo's Tropicana, Gatorade and
Quaker Foods businesses in the United States and Canada.
Pepsi-Cola North America's carbonated soft drinks, including: Pepsi, Diet Pepsi, Pepsi
Twist, Mountain Dew, Mountain Dew Code Red, Sierra Mist, and Mug Root Beer
account for nearly one-third of total soft drink sales in the United States.
Pepsi-Cola North America's non-carbonated beverage portfolio includes Aquafina, which

is the number one brand of bottled water in the United States, Dole single-serve juices
and So be, which offers a wide range of drinks with herbal ingredients. The company also
makes and markets North America's best-selling, ready-to-drink iced teas and coffees via
joint ventures with Lipton and Starbucks, respectively.
To see all Pepsi-Cola North America brands,
PepsiCo, Inc. is one of the world's largest food and beverage companies. The company's
principal businesses include:
 Frito-Lay snacks
 Pepsi-Cola beverages
 Gatorade sports drinks
 Tropicana juices
 Quaker Foods
PepsiCo, Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.
Tropicana was acquired in 1998. In 2001, PepsiCo merged with the Quaker Oats
Company, creating the world’s fifth-largest food and beverage company, with 15 brands
– each generating more than $1 billion in annual retail sales. PepsiCo’s success is the
result of superior products, high standards of performance, distinctive competitive
strategies and the high level of integrity of our people.
10 SKSBM, PATAN
BRANDS OF PEPSI
Pepsi
Pepsi-Cola is a soft drink commonly called Pepsi, which is

produced and manufactured by PepsiCo. It is sold worldwide in
stores, restaurants and from vending machines. The drink was
first made in the 1890s, by pharmacist Caleb Bradham. The
brand was trademarked on June 16, 1903. There have been
many Pepsi variants produced over the years, including Diet
Pepsi, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi
Jazz and Pepsi Next (available in Japan and South Korea).
Calories 100
Total Fats (g) 0
Sodium (mg) 25
Potassium (mg) 10
Total Carbohydrates (g) 27
7 Up
Sugars (g) 27
Protein (g) 0
7 Up (or Seven Up) is
Caffeine (mg) 25
a non-caffeinated
brand of a lemon-lime flavored soft drink. The rights to the brand are held by
Cadbury Schweppes Americas Beverages in the United States, and by PepsiCo
in the rest of the world (sublicensed to Britvic in the United Kingdom and C&C
in Ireland).
11 SKSBM, PATAN
Mirinda
Mirinda is a brand of soft drink available in fruit varieties

including orange, grapefruit, apple, strawberry, pineapple,
banana, and grape flavors. It is part of a beverage area often
referred to as the flavor segment, comprising carbonated and
non-carbonated fruit-flavored beverages. The orange flavor
of Mirinda represents the majority of Mirinda sales
worldwide.
Calories 120
Total Fats (g) 0
Sodium (mg) 25
Sugars (g) 32
Protein (g) 0
Caffeine (mg) 0
12 SKSBM, PATAN
DEW
The rumors are true. Mountain Dew was born way back in the hills of Tennessee in the
1940s. The name Mountain Dew was first trademarked by two brothers, Barney and Ally
Hartman, who ran a bottling plant in Knoxville. The Hartman's Mountain Dew, however,
was a lemon-lime drink used as a mixer with whiskey.
The first sketches of Willy the Hillbilly that adorned the Mountain Dew bottle were
created in 1948 by John Brochette. Tri-City Beverage in Johnson City became the first
Mountain Dew franchise in 1954. Bill Bradford, who joined Tri-City Beverage in 1958 as
plant manager, is credited with perfection. the flavor of Mountain Dew as we know it
today
The old red-and-white labels feature a hillbilly shooting at a revenuer fleeing an outhouse
with a pig sitting in the corner. Under the Mountain Dew lettering on the bottle, there are
names of individual bottlers, sellers, and towns. The names on the bottles are intended to
make the product feel like the illegally made liquor cooked up in mountain stills. In fact,
the name Mountain Dew is slang for "moonshine."
13 SKSBM, PATAN
Mountain Dew
Mountain Dew is a caffeinated, sweet, citrus-flavored soft

drink produced by PepsiCo, Inc. It was invented in Marion,
Virginia and first marketed in Knoxville, Tennessee in 1948,
then by the Minges family in Fayetteville, North Carolina and
across the United States in 1964. [1] When removed from its
characteristic green bottle, Mountain Dew is bright yellow-
green and semi-opaque. The color has been jokingly said to
resemble urine
Calories 110
Total Fats (g) 0
Sodium (mg) 50
Potassium (mg) 0
Sugars (g) 31
Protein (g) 0
Caffeine (mg) 0
14 SKSBM, PATAN
CHAPTER : 3
Research Methodology
Problem Research Simplicity & Analysis

Identify Design collection of Data
Preparation
of Project
Define the research problem & objective:-

The objective of study undertaken by us was to analyze the market potential and
customers of soft drink.
Specify the Research Design:-

Research Design is a series of Prior decisions that, taken together, provide a master plan
for executing a research. Mainly three research designs are used, are
(1) Descriptive design

(2) Experimental design
(3) Quasi-experimental design
Here used, Descriptive Design describes phenomena without establishing association

between two factors.
Specify the Source of Data:-
Data objective:-
To identify age-income wise consumer brand loyalty of soft drink.

To study the changes in there brand loyalty with increase the price &income.
To determine the critical factors which influence the buying behavior of people regarding
soft drink.
15 SKSBM, PATAN
Type of data input used
Demographics:
 Age:-10 to more than 60 years

 Occupation: - govt.-non-govt employees, professional, businessman, retailers &
others.
 Income:- less than 5000 Rs to above 15000 Rs
Source of data:-
 Primary data is from individuals & families.

 Secondary data is gathering from internet.
Location of data: On the street

In retailer shops
In the market.
Data acquisition methods & process the data:-
Data acquisition method:-
Questionnaire: - we have used dichotomous, checklist & scales type’s questions.
Data Gathering:-
Sample elements:-Individuals, families.

Population: All individuals living in PATAN.
Sample selection method: (I) Probability sampling
(II)Non-Probability sampling
Sample size: - 200 individuals as per convenience sampling.
Data analysis and Interpretation:-

Data Analysis is done with help of computer by using SPSS Software and interpretation
in form of Graphs, Tables and Charts should be done.
16 SKSBM, PATAN
CHAPTER :4
 Analysis of Data
(1) Do you drink soft drink?
Purpose:-
The main purpose behind this question is to know the respondent drink soft
drink or not.
Response:-
Yes 100%
No 0%
100
80
60
40
20
0
Yes No
Analysis:-
Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total
Yes 13 93 60 24 8 2 200
No - - - - - - 0
Total 200
Interpretation:-
From the above analysis there is 6.5% whose age is between 10 to 20 drink soft
drink, 46.5% whose age is between 21 to 30 and 30% whose age is between 31 to
40 and 12% whose age is between 41 to 50 and 4% whose age is between 51 to 60
use soft drinks.
(2) Which brand of soft drink do you use?

17 SKSBM, PATAN
Purpose:-
The purpose of this question is to know the brand of soft drink which the
consumer use.
Response:-
30
20
Percent
10
0
Coca cola Thums up Fanta Limca Sprite
Pepsi Mirinda 7- up Due Other
Brand
Analysis:-
Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total
Coca cola 4 6 7 1 18
Pepsi 0 13 10 3 3 29
Thums Up 5 14 15 9 2 45
Mirrinda 1 9 5 3 0 1 19
Fanta 1 14 8 3 1 27
7 up 6 3 2 11
Limca 1 4 1 1 1 8
Due 1 13 5 19
Sprite 10 5 15
Other 4 1 1 2 1 9
Total 200
Interpretation: -
From above analysis there is a 22.5% thump up, 14.5% Pepsi, 13.5% fanta used
by consumer. Other brand soft drink use by consumer satisfactory level.
(3) Which brand of soft drink have you tried so far?
18 SKSBM, PATAN
Purpose:-
The purpose of asking this question is to know which brand of soft drink
consumer tried so far.
Response:-
30
20
Percent
10
0
Coca cola Thums up Fanta Limca Sprite
Pepsi Mirinda 7- up Due Other
Brand
Analysis:-
Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total
Coca cola 4 6 7 1 18
Pepsi 0 13 10 3 3 29
Thums Up 5 14 15 9 2 45
Mirinda 1 9 5 3 0 1 19
Fanta 1 14 8 3 1 27
7 up 6 3 2 11
Limca 1 4 1 1 1 8
Due 1 13 5 19
Sprite 10 5 15
Other 4 1 1 2 1 9
Total 200
Interpretation: -
From the above analysis there is 7.5% consumer tried so far thums up age
between 31 to 40 and 7% whose age is between 21 to 30 tried so far fanta and
6.5% whose age is between 21 to 30 tried so far Pepsi. Other brand of soft
drinks tried so far by consumer at satisfactory level.
(4) Which type of attribute do you consider important when purchasing any brand
of soft drink?
Purpose:-
19 SKSBM, PATAN
The purpose of asking this question is known what attribute you consider
important when purchasing brand of soft drink.
Response:-
120
100
80
Percentage
60
40
20
0
Quality Quantity Price Color Taste Other
Analysis:-
Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total
Quality 3 16 19 5 3 1 47
Quantity 10 6 0 2 0 18
Price 1 3 3 1 8
Color 9 1 3 1 14
Taste 9 54 32 16 2 113
Other 0 0 0 0 0 0 0
Total 200
Interpretation: -
From the above analysis there is 27% whose age is between 21 to 30 consider test
important when purchasing any brand of soft drink, 16% whose age is between 31 to
40 also important of test of soft drinks 8.5% whose age is between 31 to 40 and 8%
whose age between 21 to 30 given important of quality when purchasing brand of soft
drinks.
(5) Who affects your decision when purchasing this brand?
Purpose:-
20 SKSBM, PATAN
The purpose of asking this question is to know who affect your decision
when purchasing this brand.
Response:-
120
100
80
Percentage
60
40
20
0
friends your self relative family other
Analysis:-
Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total
Friends 4 32 20 4 1 61
Your Self 9 50 25 13 5 1 103
Relatives 4 6 3 1 14
Family 6 9 4 2 21
Other 1 1
Total 200
Interpretation: -
From the above analysis there is 25% whose age between is 21 to 30 is affect
family when purchasing soft drinks 16% whose age between 21 to 30 is affect
him self to purchase soft drinks and 4.5% is affected family.
(6) All the family member likes same brand?
Purpose:-
21 SKSBM, PATAN
The purpose of asking this question is to know all the family members like same
brand.
Response:-
120
100
80
Percentage
60
40
20
0
yes No
Analysis:-
Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total
Yes 3 40 38 13 6 1 101
No 10 53 22 11 2 1 99
Total 200
Interpretation:-
From the above analysis there is 26.5% whose age is between 21 to 30 & 11%
whose age is between 31 to 40 is says “Yes” all family member likes same brand
& 20% whose age is between 21 to 30 & 18% whose age is between 31 to 40 is
says “No”.
(7) What price do you pay for buying?
Purpose:-
22 SKSBM, PATAN
The purpose of asking this question is to know what price pay for buying the soft
drink.
Response:-
120
100
80
Percentage
60
40
20
0
5-10 10-15 16-25 26-45 46 above
Rupees
Analysis:-
Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total
5-10 Rs. 12 53 33 10 4 1 113

11-15 Rs. 1 17 14 2 34
16-25 Rs. 13 4 9 26
26-45 Rs. 6 9 3 3 21
46 Rs & More 4 1 1 6
Total 200
Interpretation:-
From the analysis there is 26.5% whose age is between 21 to 30 is Pay 5-10 Rs. &
16.5% whose age is between 31 to 40 is Pay 5-10 Rs., 8.5% whose age is between
21 to 30 is Pay 11-15 Rs. & 2% whose age is between 21- 30 years is Pay 46 Rs.
Above to buying soft drink.
(8) What would be your reaction if the prices of the product increase? You continue
with the same brand?
Purpose:-
23 SKSBM, PATAN
The purpose of asking this question is to know what would be consumer reaction
if the price of product increase is the most important question by which one can
know the consumer brand Loyalty.
Response:-
200
Percentage
100
0
Yes No
Analysis:-
Income <5000 5000 To 10000 Rs. 11000 To 15000 Rs. >15000 Rs. Total
Yes 83 38 43 12 176
No 12 10 2 0 24
Total 200
Interpretation:-
From the above analysis there is 21.5% whose income is between 11000 Rs. to
15000 Rs., 41.5% whose income is less than 5000 Rs. Is not change buying
pattern and 6% whose income is less than 5000 Rs. & 5% whose income is
between 5000 to 10000 Rs. Shift to other brand If increase the price of product.
(9) What would be your reaction if your income increases? You change the brand?
Purpose:-
24 SKSBM, PATAN
This is most important question by which one can know the consumer brand
loyalty. So this question is heart of survey.
Response:-
80
60
Percentage
40
20
0
Strongly agree -2 Undecided 0 Strongly disagree +2
Agree -1 Disagree +1
Analysis:-
Strongly Agree [-2 ] 6 5 1 1 13

Agree [-1 ] 14 4 8 1 27
Undecided [0] 19 7 7 4 37
Dis Agree [+1] 36 18 13 2 69
Strongly Disagree [+2] 20 14 16 4 54
Total 200
Interpretation:-
From the above analysis 18% whose income is less than 5000 & 9%
whose income is 5000 to 10000 Rs disagree to change the brand. 10%
whose income is less than 5000 Strongly disagree to change the brand. 7%
whose income less than 5000 Rs agree to change the brand 8% are
undecided.
(10) What would be your reaction if your incomes decrease? You change the
brand?
Purpose:-
25 SKSBM, PATAN
This is most important question by which one can know the consumer brand
loyalty. So this question is heart of survey.
Response:-
70
60
50
Percentage
40
30
20
10
0
Strongly agree -2 Undecided 0 Strongly disagree +2
Agree -1 Disagree +1
Analysis:-
Strongly Agree [-2 ] 5 2 0 2 9

Agree [-1 ] 17 7 6 1 31
Undecided [0] 21 12 10 4 47
Dis Agree [+1] 29 14 14 2 59
Strongly Disagree[+2] 23 13 15 3 54
Total 200
Interpretation:-
From the above analysis 14.5% whose income is less than 5000 & 7% whose
income is 5000 to 10000 Rs disagree to change the brand. 11.5% whose income
is less than 5000 Strongly disagree to change the brand. 8.5% whose income
less than 5000 Rs agree to change the brand 11% are undecided
(11) What would be your reaction if other brand offers you it’s product at less
price?
Purpose:-
The purpose of asking this question to know what would be reaction if other
brand offer it product at less price.
26 SKSBM, PATAN
Response:-
100
Percentage 80
60
40
20
0
Try it Ask and inquiry for ignore it
Analysis:-
Try It 43 18 25 5 91
Ask & Inquiry for It 24 15 11 3 53
Ignore It 28 15 9 4 56
Total 200
Interpretation:-
From the above analysis 21.5% whose income is less than 5000 & 9% whose
income is 5000 to 10000 Rs try it the other brand. 14% whose income is less
than 5000 ignore the other brand. 12% whose income less than 5000 Rs agree
to ask & inquire of that brand.
(12) What would be your reaction if you find any problem in your brand?
Purpose:-
The main purpose of asking this question to know your reaction if you find any
problem in your brand.
27 SKSBM, PATAN
Response:-
100
80
60
Percentage
40
20
0
Stop using brand for Change the brand Continue with same b
Analysis:-
Stop using brand for some time 36 19 21 4 80

Change the brand 33 15 11 4 63
Continue with same brand 26 14 13 4 57
Total 200
Interpretation:-
From the above analysis 18% whose income is less than 5000 & 9.5% whose
income is 5000 to 10000 Rs are stop using brand for some time. 16.5% whose
income is less than 5000 Rs change the brand. 13% whose income less than
5000 Rs continue with the same brand.
(13) What kind of change do you want in your brand?
Purpose:-
The main purpose of asking this question to know what kind of change do you
want in your brand.
Response:-
28 SKSBM, PATAN
60
50
40
Percentage
30
20
10
0
Quality Quantity Price Color Taste Other
Analysis:-
Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total
Quality 1 9 7 2 1 0 20
Quantity 1 20 9 3 1 34
Price 4 17 10 7 2 0 40
Color 1 21 12 4 2 40
Taste 0 7 7 1 0 2 17
Other 6 19 15 7 2 49
Total 200
Interpretation:-
From the above analysis 10% people want to change Quantity whose age is
between 21-30 years, 10.5% people want to change color whose age is between
21-30 years, 9.5% people want no change in their brand whose age is between
21-30 years.
(14) Do you give advice to anyone to purchase this brand?
Purpose:-
The main purpose of asking this question to know respondent give advise to
purchase this brand.
Response:-
29 SKSBM, PATAN
140
120
100
Percentage
80
60
40
20
0
Yes No
Analysis:-
Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total
Yes 66 43 13 8 4 134
No 5 27 17 11 4 2 66
Total 200
Interpretation:-
From the above analysis 33% people give advise whose age is between 10-20
years, 21.5% people give advise whose age is between 21-30 years, 13.5%
people give no advise whose age is between 21-30 years.
(15) Do want to repeat this brand?
Purpose:-
The main purpose of asking this question to know consumer want to repeat this
brand.
Response:-
30 SKSBM, PATAN
300
200
Percentage
100
0
Yes no
Analysis:-
Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total
Yes 13 92 56 24 8 2 195
No 0 1 4 0 0 0 5
Total 200
Interpretation:-
From the above analysis 46% people want to repeat their brand whose age is
between 21-30 years, 28% people want to repeat their brand whose age is
between 31-40 years, 2% people do not want to repeat their brand whose age is
between 31-40 years.
Demographic Profile:
(16) Gender
Response:-
31 SKSBM, PATAN
140
120
100
Percentage
80
60
40
20
0
Yes No
Analysis:-
Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total
Male 11 59 43 15 7 2 137
Female 2 34 17 9 1 63
Total 200
Interpretation:-
In our survey of consumer brand loyalty we are taking 68.5% Male respondent
& 31.5% Female respondent. In that 29.5% Male respondent & 17% Female
respondent whose age is 21-30 years & 21.5% Male respondent & 8.5% Female
respondent whose age is between 31-40 years.
.
(17) What is your age group?
Response:-
32 SKSBM, PATAN
100
80
60
Percentage
40
20
0
10-20 21-30 31-40 41-50 51-60 more than 60
Analysis:-
5000 To 10000 11000 To

Income <5000 Rs. 15000 Rs. >15000 Rs. Total
10-20 Age 12 0 1 0 13
21-30 Age 60 17 12 4 93
31-40 Age 12 23 19 6 60
41-50 Age 8 6 10 24
51-60 Age 3 0 3 2 8
Above 60 2 2
Total 200
Interpretation:-
In our survey of consumer brand loyalty we are taking 46.5% respondent
whose age is 21-30 years, 30% respondent whose age is between 31-40 years &
12% respondent whose age is between 41-50 years.
(18) What is your occupation?
Response:-
33 SKSBM, PATAN
70
60
50
Percentage
40
30
20
10
0
Govt. employee Businessman Manufacturer Farmer
Professional Student Retailer Other specify
Analysis:-
5000 To 10000 11000 To

Govt. Employee 3 8 16 1 28
Professional 1 5 10 6 22
Business Men 4 11 12 4 31
Student 57 2 1 0 60
Manufacture 3 2 1 6
Retailer 10 11 5 1 27
Farmer 14 3 17
Other 3 6 9
Total 200
Interpretation:-
In our survey of consumer brand loyalty we are taking 30% respondent
student, 15.5% respondent business man, 14% respondent Government
employee, 11% professional, 13.5% retailers.
(19) What is your income group?
Response:-
34 SKSBM, PATAN
100
80
60
Percentage
40
20
0
less than 5000 5000-10000 11000-15000 more than 15000
Analysis:-
5000 To 10000 11000 To

10-20 Age 12 0 1 0 13
21-30 Age 60 17 12 4 93
31-40 Age 12 23 19 6 60
41-50 Age 8 6 10 24
51-60 Age 3 0 3 2 8
Above 60 2 2
Total 200
Interpretation:-
In our survey of consumer brand loyalty we are taking 30% respondent whose
age is 21-30 years & income is less than 5000 Rs, 11.5% respondent whose age
is 31-40 years & income is 5000 to 10000 Rs, 9.5% respondent whose age is
31-40 years & income is 11000 to 15000 Rs, 3% respondent whose age is 31-
40 years & income is above 15000 Rs.
Finding Hypothesis
The field survey of 200 consumer found that Thums up consumer brand loyalty drink
by---
35 SKSBM, PATAN
One year ago state that 5% of consumer was brand loyalty of Thums up brand at 2%
significant level. Can the company conclude that is increase in consumer brand loyalty of
Thums up soft drink.
N=200;
Pho=0.05
α =2%
P=____/200
qho=0.95
Ho:PHo=0.05 of population are brand loyal customer of Thums up.

Ho: PHo>0.05 More than 5% of population are brand loyal customer of Thums up at 2%
level
Accepted
Region
50% 48% Rejection

Region
μho=0.05
бp=
Pho*qho = 0.05*0.95 = 0.01541
n 200
UL = μho+ zбp
= 0.05 + (2.06)(0.01541)
= 0.08174
So, we accept null hypothesis.
CHAPTER : 5
LIMITATIONS
36 SKSBM, PATAN
Following are some of the limitations of Soft Drinks
 Here in our project of consumer brand loyalty of Soft Drink among

people of Patan City” our limitations & problems are as below:
 We collect information only 200 respondents which is very small in
compare to whole Patan city,
 Since the duration of project is short there may be chances of some
information may be left.
 All information which is carried out in the report is based on the
questionnaire.
 Because lack of knowledge few respondent have given wrong
information so that we have faced problems in research.
CHAPTER : 6
37 SKSBM, PATAN
Findings and conclusion
After analysis each question we conclude that there is greater demand of Thums up as
well as Pepsi and Fanta as the Taste & quality very comfort to consumer offered by
company.
 The brand loyalty of consumer is not very much affected by income increase and
decrease of consumer because price of the soft drink provide by the company very
comfortable.
 The consumer affected by them self for purchasing soft drink.
 The consumers give more concentration on soft drink Taste.
 The consumers not give very much important to price of the soft drink.
 The consumer do not want any change in their soft drink like taste & quality.
 If other product offers less price consumer go for Try it but it not very much
affect the consumer brand loyalty.
CHAPTER : 6
38 SKSBM, PATAN
Recommendations
Limca, 7 up and Sprite company has not greater market sales to improve market of the
product company needs to change their product feature. Example taste, quality etc.
Limca, 7 up and Sprite Company has not greater market so they can try to improve the
advertisement, quality, color and Taste than they can improve their market sales.
39 SKSBM, PATAN
Bibliography
Reference Book: Marketing Research 7th Edition

David J. Luck
Ronald S. Rubin.
Websites:
 http://www.google.com
 http://www.pepsico.com
 http://www.cocacolaco.com
Appendix is the sole reason

40 SKSBM, PATAN
QUESTIONNAIRY ON CONSUMER BRAND LOYALTY OF SOFT DRING
To
The respondents
Sub: Request to arrange for filling the questionnaires

Dear sir/madam
We are the students of MBA, Sem-II of S.K. School of Business Management,
which is department at Hemchandrachaya North Gujarat University, Patan.
We have been granted a research project as a part of Business Research
Methodology subject 2nd semester
We are making a project report on consumer brand loyalty of soft drink. So we
are going to survey on consumer of soft drink of Patan City. All the information collected to
prepare the project report will be used for academic purpose and classroom discussion only.
I am sure you will help in my academic Endeavour and look forward to your
positive support.
Thank you
PERSONAL DETAILS
NAME :_____________________________________________
GENDER : ________
ADDRESS : __________________________________________
___________________________________________________
CITY: _______________ DIST: ________________________
CONTACT NO. : ________________________
E-MAIL ID : __________________________________________
41 SKSBM, PATAN
Here you are requested to tick [ü] on appropriate option.
[1] Do you drink soft drink?
Yes [ ] No [ ]
[2] If yes, which Soft Drinks?
Carbonated Drinks [ ] Fruit Drinks [ ]
[3] Which brand of soft drink do you use?

Coca cola [ ] Pepsi [ ]
Thums up [ ] Mirinda [ ]
Fanta [ ] 7-up [ ]
Limca [ ] Due [ ]
Sprite [ ] Other [Specify]_____________
[4] Which brand of soft drink have you tried so far?

Coca cola [ ] Pepsi [ ]
Thums up [ ] Mirinda [ ]
Fanta [ ] 7-up [ ]
Limca [ ] Due [ ]
Sprite [ ] Other [Specify]_____________
42 SKSBM, PATAN
[5] Which type of attribute do you consider important when purchasing any brand of soft
drink?
Quality [ ] Quantity [ ]
Price [ ] Color [ ]
Taste [ ] Other [Specify] ______________
[6] Who affects your decision when purchasing this brand?

Friend [ ] Yourself [ ]
Relatives [ ] Family [ ]
Other [Specify] _____________
[7] All the family member likes same brand?

Yes [ ] No [ ]
[8] What price do you pay for buying?

5 Rs to 10 Rs [ ] 11 Rs. To 15 Rs [ ]
16 Rs to 25 Rs [ ] 26 Rs. To 45 Rs [ ]
46 Rs. & More [ ]
[9]Which bottle would you select often?

200 ml [ ] 1 litter [ ]
500 ml [ ] 2 litter [ ]
[10] What would be your reaction if the prices of the product increase? You continue with
the same brand?
Yes [ ] No [ ]
43 SKSBM, PATAN
[11] What would be your reaction if your income increases? You change the brand?
[ ] [ ] [ ] [ ] [ ]
Strongly agree Agree Undecided Disagree Strongly Disagree
-2 -1 0 +1 +2
[12] What would be your reaction if your incomes decrease? You change the brand?
[ ] [ ] [ ] [ ] [ ]
Strongly agree Agree Undecided Disagree Strongly Disagree
-2 -1 0 +1 +2
[13] What would be your reaction if other brand offers you it’s product at less price?
Try it [ ] Ask & inquiry for it [ ]
Any other day when the move was

Ignore it [ ]
[14] What would be your reaction if you find any problem in your brand?
Stop using brand for some time [ ]
Change the brand [ ]
Continue with same brand [ ]
[15] What kind of change do you want in your brand?

Quality [ ] Quantity [ ]
Price [ ] Color [ ]
Taste [ ] Other [Specify] ______________
[16] Do you give advice to anyone to purchase this brand?

Yes [ ] No [ ]
44 SKSBM, PATAN
[17] Do you want to repeat this brand?

Yes [ ] No [ ]
[18] Do you want soft drink with dinner?

Yes [ ] No [ ]
[19] What is your age group?

[ ] 10 to 20 year [ ] 21 to 30 year
[ ] 31 to 40 year [ ] 41 to 50 year
[ ] 51 to 60 year [ ] more than 60 year
[20] What is your occupation?

[ ] Government Employee [ ] Professional
[ ] Business Man [ ] Student
[ ] Manufacturer [ ] Retailer
[ ] Farmer [ ] Other [Specify]______________
[21] What is your income group?

[ ] Less than 5000 Rs. [ ] 5000 Rs to 10000 Rs.
[ ] 11000 Rs. To 15000 Rs [ ] More than 15000 Rs.
--------------------------------------------
45 SKSBM, PATAN

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Consumer Brand Loyalty of Soft Drink

S.k school of business managemant

 Research Design : Exploratory

 Research Approach : Survey

2.1 Profile of Coca cola Company:

The vast Indian operations comprise 25 wholly-owned- company-owned bottling

We relentlessly strive to exceed the world's ever-changing expectations because keeping

Brand Product: Thums Up

Strong Cola Taste, Exciting Personality

Glass PET Can Fountain

Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as

Perceived as a fun youth brand, Fanta stands for its

Glass PET Can Fountain

Lime n' lemoni Limca, the drink that can cast a

The brand has been displaying healthy volume

The success formula? The sharp fizz and lemoni

Glass PET Can Fountain

500 ml, 1.5 L,

Worldwide Sprite is ranked as the No. 4 soft drink &

Worldwide Sprite is ranked as the No. 4 soft drink &

Glass PET Can Fountain

2.2 PEPSI COMPANY

Pepsi-Cola North America, headquartered in Purchase, N.Y., is the refreshment beverage

Pepsi-Cola North America's non-carbonated beverage portfolio includes Aquafina, which

To see all Pepsi-Cola North America brands,

Pepsi-Cola is a soft drink commonly called Pepsi, which is

Mirinda is a brand of soft drink available in fruit varieties

Mountain Dew is a caffeinated, sweet, citrus-flavored soft

Problem Research Simplicity & Analysis

Define the research problem & objective:-

Specify the Research Design:-

(1) Descriptive design

Here used, Descriptive Design describes phenomena without establishing association

Specify the Source of Data:-

To identify age-income wise consumer brand loyalty of soft drink.

Type of data input used

 Age:-10 to more than 60 years

 Primary data is from individuals & families.

Location of data: On the street

Data acquisition methods & process the data:-

Data acquisition method:-

Questionnaire: - we have used dichotomous, checklist & scales type’s questions.

Sample elements:-Individuals, families.

Data analysis and Interpretation:-

(1) Do you drink soft drink?

Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total

(2) Which brand of soft drink do you use?

(3) Which brand of soft drink have you tried so far?

Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total

Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total

(6) All the family member likes same brand?

Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total

(7) What price do you pay for buying?

Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total

5-10 Rs. 12 53 33 10 4 1 113

Strongly Agree [-2 ] 6 5 1 1 13

Strongly Agree [-2 ] 5 2 0 2 9

Stop using brand for some time 36 19 21 4 80

(13) What kind of change do you want in your brand?

Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total

Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total

(15) Do want to repeat this brand?

Age 10-20 21-30 31-40 41-50 51-60 Above 60 Total