1

“A STUDY ON CONSUMER BUYING BEHAVIOUR

TOWARDS SOFT DRINKS AMONG YOUTH WITH

SPECIAL REFERENCE TO THE STUDENTS OF CHRIST

COLLEGE IRINJALAKUDA”

Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfilment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

AGHI M.A

(CCASBCM080)

Under the supervision of

Ms. SIJI PAUL V

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021

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CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CONSUMER

BUYING BEHAVIOUR TOWARDS SOFT DRINKS AMONG YOUTH

WITH SPECIAL REFERENCE TO THE STUDENTS OF CHRIST

COLLEGE IRINJALAKUDA” is a bonafide record of project done by AGHI

M.A, Reg. No. CCASBCM080, under my guidance and supervision in partial

fulfilment of the requirement for the award of the degree of BACHELOR OF

COMMERCE and it has not previously formed the basis for any Degree,

Diploma and Associateship or Fellowship.

Prof. K.J.JOSEPH Ms. SIJI PAUL V

Co-ordinator Project Guide

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DECLARATION

I, Aghi M.A, hereby declare that the project work entitled “A STUDY ON

CONSUMER BUYING BEHAVIOUR TOWARDS SOFT DRINKS

AMONG YOUTH WITH REFERENCE TO THE STUDENTS CHRIST

COLLEGE IRINJALAKUDA” is a record of independent and bona fide

project work carried out by me, under the supervision and guidance of Prof. Siji

Paul V, Asst. Professor-On contract, Department of Commerce and Management

Studies, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my

knowledge. The report has not been previously submitted for the award of any

Degree, Diploma, Associate ship or other similar title of any other university or

institute.

Place: Irinjalakuda Aghi M. A

Date: CCASBCM080

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ACKNOWLEDGMENT

I would like to take the opportunity to express my sincere gratitude to all people

who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose

divine guidance; I have been able to complete this work successfully.

I would like to express my sincere obligation to Rev. Dr. Jolly Andrews,

Principal-in-charge, Christ College Irinjalakuda for providing various facilities.

I am thankful to Prof. K. J. Joseph, Co-Ordinator of B. Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Mr. Lipin Raj k, class teacher for his cordial support, valuable

information and guidance, which helped me in completing this task through

various stages.

I express my sincere gratitude to Ms. Siji Paul V, Assistant Professor, whose

guidance and support throughout the training period helped me to complete this

work successfully.

I would like to express my gratitude to all the faculties of the Department for

their interest and cooperation in this regard.

I extent my hearty gratitude to the librarian and other library staffs of my college

for their wholehearted cooperation

I express my sincere thanks to my friends and family for their support in

completing this report successfully.

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TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1 - 4

CHAPTER 2 REVIEW

OF LITERATURE

5 - 8

CHAPTER 3 INDUSTRY AND

COMPANY PROFILE

9 - 15

CHAPTER 4 DATA ANALYSIS

AND

INTERPRETATION

16 - 36

CHAPTER 5 FINDINGS,

SUGGESTIONS AND

CONCLUSION

37 - 39

BIBLIOGRAPHY

APPENDIX

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LIST OF TABLES

TABLE

NO:

TITLE

PAGE

NUMB

ER

4.1 Age wise classification 16

4.2 Gender wise classification 17

4.3 Awareness about brand of soft drinks available in their city 18

4.4 Know about the branded soft drinks 19

4.5 Current favorite brand of soft drinks 20

4.6 Awareness about the manufacturer of their favorite brand 21

4.7 Media of advertisement mostly influence respondents to buy

soft drinks

22

4.8 The most preferred color of soft drinks 23

4.9 The most preferred container for soft drinks 24

4.10 Reuse of plastic bottles after consuming the content 25

4.11 While you prefer a plastic bottle of soft drinks the size of bottle

respondents wish to purchase

26

4.12 Keep brand name in mind while purchasing soft drinks 27

4.13 Period of least consumption of soft drinks 28

4.14 While preferred brand is not available 29

4.15 Appropriate reasons for not buying soft drinks you hate 30

4.16 Awareness of the offers and discounts on soft drinks 31

4.17 Availed such offers and discounts 32

4.18 Level of satisfaction you enjoyed “at the time of”’ and “after”

consuming your favorite soft drink

33

4.19 Level of satisfaction with regard to size of packaging the soft

drinks

34

4.20 While you purchase your favorite brand, the printed

information you wish to examine

35

4.21 Frequency of purchasing the soft drinks 36

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LIST OF FIGURES

FIGUR

E NO:

TITLE PAGE

NUMB

ER

4.1 Showing age wise classification 16

4.2 showing gender wise classification 17

4.3 Showing awareness about brand of soft drinks available in

their city

18

4.4 Showing came to know about the branded soft drinks 19

4.5 Showing current favorite brand of soft drinks 20

4.6 Showing awareness about the manufacturer of your favorite

brand

21

4.7 Showing media of advertisement mostly influence you to buy

soft drinks

22

4.8 Showing most preferred color of soft drinks 23

4.9 Showing most preferred container for soft drinks 24

4.10 Showing reuse of plastic bottle after consuming the content 25

4.11 Showing while you prefer a plastic bottle of soft drinks the size

of bottle respondents wish to purchase

26

4.12 Showing Keep brand name in mind while purchasing soft

drinks

27

4.13 Showing Period of least consumption of soft drinks 28

4.14 Showing While preferred brand is not available 29

4.15 Showing appropriate reasons for not buying soft drinks you

hate

30

4.16 Showing awareness of the offers and discounts on soft drinks 31

4.17 Showing availed such offers and discounts 32

4.18 Showing level of satisfaction, you enjoyed “at the time of”’

and “after” consuming your favorite soft drink

33

8

4.19 Showing level of satisfaction with regard to size of packaging

the soft drinks

34

4.20 Showing while you purchase your favorite brand, the printed

information you wish to examine

35

4.21 Showing frequency of purchasing the soft drinks 36

CHAPTER 1

INTRODUCTION

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1.1 Introduction

In our modern world, the living pattern and lifestyles of the people have

changed a lot. It is becoming increasingly difficult to ignore the existence of soft

drinks in today’s marketers. Its consumption has steadily increased with

technological advances in production and product availability.

Consumer buying behavior refers to the actions taken by consumers before

buying a product or service. This process may include consulting search engines,

engaging with social media posts, or a variety of other actions. It is valuable for

businesses to understand this process because it helps businesses to better

tailor their marketing initiatives to the marketing efforts that have successfully

influenced consumers to buy in the past. A variety of factors go into the

consumer buying behavior process, they are cultural factors, social factors,

personal factors, and so on.

Consumer behavior is the study of how individual customers, groups, or

organizations select, buy, use, dispose of ideas, goods, and services to satisfy

their needs and wants. It refers to the actions of the consumers in the market

place and the underlying motives for those actions.

Soft drinks are an important product item in modern society. In urban and rural

becoming more popular in the consumer world. At present soft drink, the

market is one of the most competitive markets in the world. Today’s business

environment is highly competitive and rapidly changing. Therefore, if a firm

wants to succeed or survive in the market, there should be a continuous

observation of consumer behavior and their preference because consumers are

the kings in the business.

Today soft drink not only reduces the thirst but also has become style and

fashion. The interest of the survey is to know what people like most about soft

drinks and what attracts them towards buying this product. Soft drinks are one

of the most popular drinks which are consumed on all types of occasions. The

demand for soft drinks is increasing day by day due to changes in climate

conditions, liking for fast food, and change in culture. The soft drink includes all

types of non-alcoholic, carbonated, and flavored beverages. These artificially

sweetened drinks are available in different flavors, different sizes, and in

different packages. The buying behavior largely depends upon taste, quality;

price, availability, and advertisement, etc. There are soft drink brands like Pepsi,

Coca-Cola, Sprite, Fanta, 7up, and so on.

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Therefore, this study is mainly focused on analyzing consumer buying behavior

towards soft drinks among youth with a special reference to the students of

Christ college.

1.2 Statement of the problem

The study was conducted to know the buying behavior of the consumer

towards soft drinks. It is an important product in modern society. Consumer

buying behavior mainly depends upon price, quality, brand quality,

advertisement, and taste of the drinks. So, this study has been conducted to

know the buying behavior of the consumer towards soft drinks with a special

reference to the students of Christ college Irinjalakuda.

1.3 Scope of the problem

The main purpose of the study is to know the buying behavior of consumers

towards soft drinks among youth with special reference to students of Christ

College Irinjalakuda.

1.4 Objectives of the study

1. To determine the most preferred brand of soft drink.

2. To analyze which kind of media mostly influences in order to attract the

consumers.

3. To study the level of satisfaction towards the soft drinks at the time and

after consuming.

1.5 Research Design

1.5.1 Nature of study

The study is descriptive. A descriptive research design can use a wide variety of

research methods to investigate one or more variables. This study aims to

describe a population situation or phenomenon systematically and accurately.

1.5.2 Nature of data

Both primary and secondary data are required for the study.

Primary data for this study are collected through a well-structured

questionnaire is taken from the students of Christ College, Irinjalakuda in which

the total population is more than 3000.

Secondary data are collected from various websites, journals, books, etc.

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1.5.3 Sources of data

Data are collected from the students of Christ College Irinjalakuda through a

well-structured questionnaire.

1.6 Sample Design

1.6.1 Nature of population

A population is a group of individuals, objects, or items from which samples are

taken for measurement. The population of this study is finite in nature.

Population in this study includes students of Christ College Irinjalakuda in which

the total population is more than 3000.

1.6.2 Sample unit

Sampling unit refers to one number of a set of entities being studied. The

Student of Christ College Irinjalakuda is the sampling unit under this study.

1.6.3 Method of sampling

The method of sampling used for the study is stratified random sampling under

the probability sampling technique. Stratified random sampling is a method of

sampling that involves dividing a population into smaller groups called strata.

1.6.4 Size of samples

The size of the sample used for collecting the data is 50 respondents.

Respondents are classified into 2 strata, each strata consists of 25 students,

among 25 of them are from arts and other from science.

1.7 Tools for Analysis

Primary data for this study are collected through a well-structured

questionnaire is taken from the students of Christ college, Irinjalakuda. Scaling

techniques like Likert scale, Simple percentage analysis, Tables, Charts and

Diagrams are the tools used for this data analysis.

1.8 Limitation

• The sample size is limited to 50 students only from Christ college

Irinjalakuda in which the total population is more than 3000.

• The direct investigation was not possible to conduct due to COVID-19

Pandemic.

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1.9 Chapterization

This project is organized into chapters namely Introduction, Review of

literature, Industry profile and company profile, Data analysis and

interpretation, findings, suggestions and conclusion.

Chapter 1 Introduction

Chapter 1 includes the introduction to the study. It includes the Statement of

the problem, Scope of the study, Objective of the study, Hypothesis Sample

design, and limitation.

Chapter 2 Review of literature

This chapter deals with the review of literature of the study.

Chapter 3 Industry profile and company profile

This chapter deals with the study soft drinks industries and company profiles

of different brands of soft drinks.

Chapter 4 Data analysis and interpretation

This chapter deals with the study on consumer buying behavior towards soft

drinks among youth with special reference to the students of Christ college

Irinjalakuda by using percentage analysis with tables and pie diagrams.

Chapter 5 Findings, suggestions and conclusion

This chapter deals with important findings, suggestions and conclusion about

the study on consumer buying behavior towards soft drinks among youth with

special reference to the students of Christ college Irinjalakuda.

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CHAPTER 2

REVIEW OF LITERATURE

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2.1 Conceptual Review

2.1.1Concept of consumer buying behavior

Consumer buying behavior is the mix of a consumer’s attitudes, preferences

and decision-making process when the consumer is acting in the market place

to buy a good or service. It is a study of actions of the consumers that drive

them to buy and use certain products. Study of consumer buying behavior is

most important for marketers as they can understand the expectations of the

consumers. Consumer preferences are defined as the subjective tastes, as

measured by utility, of various bundles of goods. They permit the consumer to

rank these bundles of goods according to the levels of utility they give the

consumer. Ability to purchase goods does not determine consumers likes or

dislikes.

2.1.2 Factors affecting consumer buying behavior

Consumer preference is also influenced by such social factors as reference

groups, family and social roles and status. Personal factors such as buyer’s

decisions are also influenced by personal characteristics, the buyer’s age, life

cycle stages, occupation, economic circumstances, life style and personality and

self-concept.

• Psychological factors like motivation, perception, learning, beliefs and

attitudes.

• Personal factors like age and life-cycle stage, occupation, economic

circumstances, life style, personality and self-concept.

• Social factors like reference group, family, roles and status.

• Cultural factors like subculture, social class system.

2.1.3 Advantages

• Helps in formulating right marketing strategy.

• Helps in the segmentation of market.

• Helps in the development of new products.

• Helps in product orientation

• Helps in reorientation of packaging

• Help consumers to study their behavior.

2.2 EMPIRICAL LITERATURE

Mishra (2010) in his study on "Rural Marketing India towards Soft Drinks

Opportunity and Challenges", concluded that the rural markets have opened a

new front for the modem marketers. The income of rural population in India

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and their purchasing power has also increased in recent years. Soft drinks

companies have to ascertain their needs and exploit the vast potential of rural

markets with appropriate marketing strategies. The Indian rural market can be

considered soft drinks that need to be explored. However, broadly scattered

and heterogeneous rural markets, inadequate and insufficient rural

transportation, inefficient communication and warehousing facilities, overall

backwardness, preference for the way of life of the rural people, etc., are some

such factors which must to tackled as these have been hindering the growth of

rural markets. Soft drinks companies have to meet the challenges of availability

affordability, acceptability, and awareness in rural India.

Hyman (2009) in his study on "promotional as co-operation in the soft drink

industry" concluded that the customer information gathering explanation of

promotions is ruled out by the longevity and nature of this market. Soft drink

penetration is among the highest in grocery stores, and it is unlikely that

enough nonusers exist to account for the intensity of observed promotions. Soft

drink bottlers promote brands for a mixture of co-operative and competitive

reasons that supports the brand interdependence framework, which uses

asymmetric competitive draw to explain promotions as co-operation. As one

former Pepsi executive said about competing with coke, "When I worked at

Pepsi, we thought of the market as ours, theirs and up for grabs. We wanted to

get more than our fair share of what was up for grabs." Soft drink penetration

is among the highest in grocery stores, and it is unlikely that enough nonusers

exist to account for the intensity of observed promotions.

Guthery (2005) in his study on "Coco-Cola's marketing challenges in Brazil"

concluded that the sale of the soft drink has grown globally an average of 5% a

year. The company's "Global soft drinks report 2002" states that in 2001

consumers around the world drink 4,12,000 million liters of soft drinks which

represent 67.5 liters per capita. Coco- cola company has resigned as the

supreme soft drink market leader. The company sells its products in more than

200 countries. In the U.S., Coco-Cola and Pepsi hold, respectively, (44%) and

(31%) market shares. The Coco-Cola brand was the leader in the Brazilian soft

drink market with a 35.6% market share. It was a major investment destination

of global companies, particularly manufacturers of mass consumer goods.

Johnson and Peppas (2003) in their study on "Crisis Management in Belgium

the Case of Coca-Cola" concluded that the Coco-cola comp. has been a

standard-bearer of management and leadership practices against which other

companies have been measured. The Coco-cola brand has become a symbol of

globalization the second most recognized phrase World Wide. It also enjoyed

unparalleled loyalty and commitment from employees, customers, and

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stockholders. The company had a reputation for doing the right thing and for

doing things right.

Sarwade and Babasaheb Ambedkar (2002) in their study on "Emerging

Dimensions of Buyer Behavior in rural Area" said that good quality and

availability of retail price are the main factor which influenced the rural

consumer of a particular brand of a product. Retail price, advertisement, word

of mouth, and retail shopkeepers are the other factors that influenced the

brand of soft drinks in the study area. A study was undertaken to identify the

popular brands of soft drinks and the factors that contribute to the purchase of

it in the rural area of Tamil Nadu. The soft drink market in the rural area

constitutes an important market for both coke and Pepsi because it contributes

up to 8% of their total sales on an all India level of rural area.

Anderson and Vileassim (2001) in their study on "Soft drinks structural demand

model for retail category pricing" concluded that the derivation of carbonated

for soft drinks demand from consumer theory ensures that aggregate demand

is "well behaved". Such that a retailer's corresponding profit function satisfied

all the conditions necessary for deriving an optimal price vector. Once this

specification is used to study category profitability, additional ad-hoc

restrictions may need to be imposed for the profit function to be maximized.

He was compensating variation that can be used to measure consumer

willingness to pay in dollars to maintain the status quo versus a hypothetical

change in the marketing or category conditions.

Tepper and Amy (1998) in their study on "Consumer Acceptance of Coco-cola

Drinks in Rural Area (Taste (or) health)" concluded that the relative

contributions of taste and health considerations on consumer liking and

purchase intent of Coco-cola drinks. Eight types of commercial Coco-cola drinks

were evaluated by 305 adult consumers who also completed a brief

questionnaire on food habits. These variables emerged as the first factor in the

analysis, suggesting that consumers perceive these characteristics as being

most important in their choice of Coco-cola drinks. The second factor described

a health dimension and was related to respondents' attitudes towards fat in the

diet. The factory three comprised two remaining sensory attributes (color and

crunchiness) which were of minor importance to the respondents.

Park and Srinivasan (1994) in their study in "A survey-based method for

measuring and understanding soft drinks brand and its extensibility condoned

that soft drink as the difference between an individual consumer's overall brand

preference and his or her multi-attribute preference based on objectively

measured attribute levels. According to that, the soft drinks brand is the

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difference between subjective and objective preferences, and this difference is

attributed to the influence of soft drinks.

Richard (1993) in his study on "Co-branding aims to double the appeal"

concluded that our approach accommodates three significant and novel

challenges that a product with branded components raises for marketers and

research alike: The first is the presence of multiple decision-makers. Consumer

valuations and market-level pay off must satisfy two classes of decision-makers

in the supply side: (a) the seller of the bundled product and (b) the branded

component manufacturer(s). The seller's return is tied to the bundle level

impact such as price premiums, profit, and/or market expansion by marketing

the bundle of branded components the second is the issue of contingent value.

A branded component carries certain equity. It signals quality and performance

more strongly than a conventional attribute. The component's value is also

susceptible to the interactive influence of its partnering component via

mechanisms.

Srivastava and Shocker (1991) in their study on "Soft drinks: A perspective on

its meaning and measurement" soft drinks consist of size and price. Size is the

set of associations and behavior on the part of the brand's customers, channel

members, and parent corporation that permits the brand to enjoy sustainable

and differentiated competitive advantages. Price is the financial outcome of the

management's ability to average brand size via tactical and strategic actions in

providing superior current and future profits and lower risk. It can be concluded

that size refers to the consumer aspect of brand equity and price refers to the

financial aspect of brand equity and price refers to the financial aspect of the

same concept.

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CHAPTER 3

INDUSTRY AND COMPANY

PROFILE

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3.1 INDUSTRY PROFILE

The term soft drinks were originated to distinguish the flavored drinks from

hard liquor or distilled spirits. Soft drinks were recommended has a substitute

in the effort to change the harder-drinking habits of early Americans. Indeed,

health concerns of modern consumers lead to new categories of soft drinks

emphasizing low calorie count, low sodium content, no caffeine and all-natural

ingredients.

Soft drinks are called “soft” in contrast with “hard” alcoholic drinks. Small

amounts of alcohol may be present in the soft drinks, but the alcohol content

must be less than 0.5% of the total volume of drink in many countries and

locality.

Soft drinks may be served cold, over ice cube, or at room temperature, they are

available in many container formats. Including cans, glass bottles and plastic

bottles. Containers come in a verity of sizes ranging from small bottles to large

multi-liter containers. Soft drinks are widely available at fast food restaurants,

movie theaters casual-dining restaurants, dedicated soda stores, vending

machines and bars from soda fountain machines.

A Soft drink that typically contains a carbonated, sweetener and natural or

artificial flavoring. The sweetener may be sugar, high fructose, corn syrup, fruit

juice, sugar substitutes or some combination of these soft drinks may also

contain caffeine, coloring, preservative, and other ingredients.

Soft drinks are called "soft" in contrast with "hard" alcoholic beverages. A small

amount of alcohol content must be less than 0.5% of the volume of alcoholic,

fruit punch. Tea and other such non-alcoholic beverage are technically soft

drinks by this definition but are not generally referred to as such.

3.1.1 Materials used in soft drinks

There are different types of raw materials used in different soft drinks.

Most of the raw materials are:

• Water: the simple sweetened soft drink contains about 90% of

water, while in diet drinks. It contains 95% water.

• Flavor: flavor is of great importance in a soft drink. Even water from

different places has a different taste. The flavor for taste added can

be natural or artificial, acidic, caffeine.

• Acids: acids like citric acid & phosphoric acid are added to give

refreshing tartness or bite & help in preserving the quality of a

drink.

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• Natural flavors: these are the flavors, which are extracted from

fruits, vegetables, nuts, barks, leaves, etc. in soft drinks containing

natural flavors& fruit juice.

• Artificial flavor: these are the flavors manufactured from natural

extracts. This is used to give greater choice, in taste to consumers.

• Caffeine: caffeine has a special kind of taste that makes the taste of

soft drink a royal one. Caffeine was added to soft drinks from its

introduction to a commercial market but now caffeine free soft

drinks are also available. Its quality is Y4 than compared with the

same amount of coffee.

• Carbon dioxide: carbon dioxide is a colorless & smell-less gas, which

is added to cold drink to get bubble & it also helps in keeping drink

strong &fresh

• Color: along with the taste of soft drinks is also very important, the

company tries to maintain both the taste & color of the soft drink

everywhere in the world.

• Sugar: sugar syrup is added to the drink at around 75 degrees C to

the pure drinking water, this is to make the soft drink taste sweet.

Even artificial sweetness is also used.

3.1.2 History

The original soft drinks lie in the development of fruit-flavored drinks. In the

medieval Middle East, a verity of fruit- flavored soft drinks were widely drunk

such as sharbat, and were often sweetened with ingredient such as sugar, syrup

and honey. Another early type of soft drink was lemonade, made of water and

lemon juice sweetened with honey, but without carbonated water.

3.2 COMPANY PROFILE

3.2.1 Brand preference

Brand preference is strongly linked to the brand choice that can influence

the decision making of consumers and activate brand purchase. One of

the indicators of the strength of the brand in the hearts and minds of

customers, a brand represents which brands are preferred under the

assumption of the equality in price and availability.

Measures of brand preference attempt to quantify the impact of

marketing activities in the hearts and minds of customers and potential

customers. Higher brand preference usually indicates more revenues

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(sales) and profit, also making it an indicator of company financial

performance.

3.2.2 Top Selling soft drinks brands in India

• Coca-Cola Coca-Cola is a carbonated soft drink sold in stores, restaurants, and

vending machines throughout the world. It is produced by the Coca-Cola

referred to simply as Coke (a registered trademark of the Coca-Cola

company in the united states since March 27, 1944). Originally invented

as a patent medicine when it was invented in the late 19th century by

John Pemberton, Coca-Cola was brought out by businessman Asa Griggs

Candler, whose marketing tactics led Coke to its dominance of the world

throughout the 20th century.

The company produces concentrate, which is then sold to licensed Coca-

Cola bottlers throughout the world. The bottlers, who hold territorially

exclusive contracts with the company, produce finished products in cans

and bottles from the concentrate in combination with filtered water and

sweeteners. The bottlers then sell and merchandise Coca-Cola to retail

stores and vending machines. The Coca-Cola company also sells

concentrate for soda fountains to major restaurants and foodservice

distributors.

The Coca-Cola company has, on occasion, introduced other cola drinks

under the Coke brand name. The most common of these is diet coke,

with others including caffeine-free Coca-Cola, diet coke caffeine-free,

Coca-Cola cherry, Coca-Cola zero, Coca-Cola vanilla, and special versions

with lemon, lime, or coffee. In 2013, Coke products could be found in

over 200 countries worldwide, with consumers downing more than 1.8

billion company beverage servings each day.

• Pepsi Pepsi is a carbonated soft drink that is produced and manufactured by

PepsiCo. Created and developed in 1893 and introduced as brad's drink,

it was renamed as Pepsi cola on Aug 28, 1898, then to Pepsi in 1961, and

in select areas of North America, "Pepsi Cola made with real sugar" as of

2014.

The drink Pepsi was first introduced as "Brad's Drink" in New Bern, North

Carolina, United States, in 1893 by Caleb Bradham, who made it at his

drugstore where the drink was sold. It was renamed Pepsi –cola in 1898,

named after the digestive enzyme pepsin and kola nuts used in the

recipe. The original recipe also included sugar and vanilla. Bradham

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sought to create a fountain drink that was appealing and would aid in

digestion and boost energy.

In 1903, Bradham moved the bottling of Pepsi cola from his drugs stores

to a rented warehouse that year, Bradham sold 7968 gallons of syrup.

The next year, Pepsi was sold in six-ounce bottles, and sales increased to

19848 gallons. In 1909, automobile race pioneer Barney Oldfield was the

first celebrity to endorse Pepsi cola, describing it as "A bully drink...

refreshing, invigorating, fibracer before a race". The advertising theme

"dishes and healthful" was then used over to the next two decades. In

1926, Pepsi received its first logo redesign since the original design of

1905. In 1929, the logo was changed again.

In 1931, at the depth of the great depression, the Pepsi cola company

entered bankruptcy in large part due to financial losses incurred by

speculating on the widely fluctuating sugar prices as a result of World

War I. Assets were sold and Roy c. Megargel bought the Pepsi trademark.

Megargel was unsuccessful, and soon Pepsi's assets were purchased by

Charles Guth, the president of Loft. The loft was a candy manufacturer

with retail stores that contained soda fountains. He sought to replace

coco-cola at his store fountains after Coke refused to give him a discount

on syrup. Guth then had Lofts chemists reformulate the Pepsi cola syrup

formula.

On three separate occasions between 1922 and 1933, the Coca-Cola

company was offered the opportunity to purchase the Pepsi Cola

company, and it declined on each occasion.

• Sprite

Sprite is a colorless, lemon and lime flavored, caffeine-free soft drink,

created by the Coca-Cola company. It was developed in West Germany

in the United States as a sprite in 1961. This was coke's response to the

popularity of 7 up. It comes in a primary silver, green, and blue can or a

green transparent bottle with a primarily green and blue label.

• Fanta

Fanta originated as a result of difficulties importing Coca-Cola syrup

into nazi germane during World War II due to trade embargo. To

circumvent this, Max Keith, the head of Coca-Cola Deutschland

(Coca-Cola) during the second world war, decided to create a new

project for the German market, using only ingredients available in

Germany at the time including whey and pomace – "leftovers of

leftovers " as Keith later recalled. The name was a result of a brief

brainstorming section, which started with Keith's exhorting his

23

team to "use their imagination ("Fantasia" in German) to which one

of his salesmen, Joe Knipp, immediately retorted "Fanta"

The plant was effectively cut off from Coca-Cola headquarters

during the war. After the war, the Coca-Cola Corporation regained

control of the plant, formula, and trademark to the new Fanta

product as well as the plant profit during the war.

Fanta was discontinued when the parent company was reunited

with the German branch. Following the launch of several drinks by

the Pepsi corporation in the 1950s, Coca-Cola competed by

relaunching Fanta in 1955. The drink was heavily marketed in

Europe, Asia, Africa, and South America.

• 7up 7 Up is a brand of lemon-lime-flavored non-caffeinated soft drink. The

rights to the brand are held by Keurig Dr. Pepper in the United States and

by 7 Up international in the rest of the world. The U.S. version of the 7

Up logo includes a red circle between the "7" and "Up"; this red circle

has been animated and used as a mascot for the brand as Cool Spot.

Before that, the mascot was a fictional character named Fido Dido

created by Joanna Ferrone and Sue Rose. He is still used outside the U.S.

for a limited time only 7 Up retro cups.

3.2.3 The Advantages of Soft Drinks Soft drink consumption has increased substantially over the last 50 years

and it has been established that people have large amounts of soft drinks

regularly.

• Caffeine Benefits

Caffeine is a stimulant that is found in soft drinks. In large amounts can

have detrimental effects on your health but it also has numerous

benefits. Caffeine stimulates your central nervous system, helps

breakdown fatty acids in your liver, boosts your mood, and alleviates

headaches. People who regularly ingest caffeine are less likely to

develop Parkinson's disease, colon cancer, gallstones, and cirrhosis of

the liver.

• Carbonated Water

Carbonated water is a primary ingredient of soft drinks. Carbonated

water was created by Joseph Priestly in the year 1767 and has since

proven to have many benefits for the gastrointestinal tract. Carbonated

water eases stomachaches, quells nausea, and has been proven to

alleviate constipation.

24

• Sodium Benefits

Sodium is another product found in soft drinks. Sodium is an important

mineral found in almost all-natural foods. Sodium helps your body retain

water, helps avoid and treat muscle cramps, keeps electrolyte balance,

prevents the effects of aging of your skin, and prevents the drop of your

blood pressure.

3.2.4 The Disadvantages of Soft Drinks

• Dehydration

Sixty percent of our body weight is comprised of water, report mayo

clinic.com. we lose water when you sweat, urinate and breathe. For the

body to continue functioning properly, we must replace the lost water

with ingested fluids. sodas are often consumed in the place of water or

other hydrating fluids. Many sodas contain caffeine, which acts as a

diuretic, increasing urination and leaving the body with less available

fluid to carry out an important function. additionally, some diet sodas

contain significant amounts of sodium, which may draw water from the

cells and promote dehydration.

• High sugar content

Many soft drinks contain significant quantities of sugar. one 12-ounce

serving of cola, for example, includes 39 grams, or 3.3 tablespoons, of

sugar. Consuming such large quantities of sugar elevates your blood

glucose level and may increase your risk for cardiovascular disease.

Additionally, may sodas contain high fructose corn syrup or HFCS as their

primary sugar ingredient. HFCS may stress the pancreas and lead to

fluctuating blood sugar levels. Consuming sugary sodas day after day can

contribute to the onset of non-insulin-dependent diabetes, or type 2

diabetes.

• Weight Gain

Weight gain results when you consume more calories than your body

burns. A 12-ounce serving of cola contains 140 calories, often called

"empty calories" Because they provide no nutritional value. Drinking one

can of cola a day for four Weeks is equivalent to ingesting 3,920 extra

calories, or a gain of 1.1 pounds if the calories are not burned. A 160-

pound person must walk for 27 minutes at 3.5 miles per hour to burn off

the calories in one can of cola, according to the calorie-expenditure

analysis provided by the MayoClinic.com. If these calories are not

burned, you may gain more than 12 pounds in one year. Additionally,

25

sweet-flavored sodas may disrupt appetite signals and promote cravings

for other sugary foods.

• Calcium Depletion

Calcium is an essential mineral for strong bones and teeth. Consuming

high amounts of phosphoric acid, a common ingredient in sodas, can

deplete the calcium from your bones and decrease calcium absorption.

Among women, this may lead to poor bone development or

osteoporosis, a condition characterized by brittle and weak bones.

26

CHAPTER 4

DATA ANALYSIS AND

INTERPRETATION

27

4.1 Introduction

Buying behavior towards soft drinks among youth has been made use of both

primary and secondary data. The primary data was collected from 50 people

using questionnaire, the samples being selected on the basis of convenience

was classified and analysis details of the collected data.

4.2 Analysis and interpretation

Table 4.1

Age wise classification

Age

No of respondents percentage

Below 18 1 2

18 - 20 32 64

21 - 22 17 34

Total 50 100

(Source Primary Data)

From the above table, 34% belongs to the age group of 21-22, 2% belongs to

the age group of below 18 and 64% belong to the age group of 18-20. Hence, it

can be interpreted that most of the respondents are belongs to the age group

of 18-20.

Figure 4.1

Showing age wise classification.

Age

Below 18 18 -20 21 -22

28

Table 4.2

Gender wise classification

Gender No of respondents Percentage

Male 23 46

Female 27 54

Total 50 100

(Source Primary Data)

From the above table, 54% respondents are female and 46% are male. Hence,

it can be interpreted that most of the respondents are female.

Figure 4.2

showing Gender wise classification.

Gender

Male Female Other

29

Table 4.3

Awareness about brand of soft drinks available in your city

Particulars No of respondents percentage

Yes 49 98

No 1 2

Total 50 100

(Source: Primary Data)

From the above table, 98% respondents are aware about the brand of soft

drinks available in their city and 2% respondents are not aware about the brand

of soft drinks available in the city. Hence it can be interpreted that most of the

respondents are aware about the brand of soft drinks available in their city.

Figure 4.3

Showing awareness of the brand of soft drinks available in your city.

Table 4.4

Know about the branded soft drinks.

Aware about the brand of soft drinks

Yes No

30

Particulars No of respondents Percentage

Advertisement 36 72

Friends 6 12

Family members 2 4

Retail shops 5 10

Other consumers 1 2

Total 50 100

(Source: Primary Data)

From the above table, 72% of respondents came to know about the branded

soft drinks through advertisement. 12% respondents came to know about the

branded soft drinks through friends, 4% respondents came to know about the

branded soft drinks through family members, 10% respondents came to know

about the branded soft drinks through retail shops and 2% respondents came

to know about the branded soft drinks through other consumers. Hence it can

be interepreted that most of the respondents are came to know about branded

soft drinks through advertisement.

Figure 4.4

showing came to know about the branded soft drinks.

Table 4.5

Current favorite brand of soft drinks

Know about branded soft drinks

Advertisement Friends Family members Retail shop Other consumers

31

Particulars No of respondents Percentage

Coca-Cola 11 22

Fanta 0 0

Sprite 22 44

Mountain Dew 6 12

Pepsi 5 10

7-Up 6 12

Total 50 100

(Source: Primary Data)

From the above table, 22% respondents favorite soft drinks is Coca-Cola, 0%

respondents favorite soft drinks is Fanta, 44% respondents favorite soft drinks

is Sprite, 12% respondents favorite soft drinks is Moutain Dew, 10%

respondents favorite soft drinks is Pepsi and 12% respondents favorite soft

drinks is 7-Up. Hence it can be interepreted that most of the respondents

favorite brand is Sprite.

Figure 4.5

showing current favorite brand of soft drinks

Table 4.6

Awareness about the manufacturer of your favorite brand.

Favorite Brand

Coca-Cola Fanta Sprite Moutain Dew Pepsi

32

Particulars No of respondents Percentage

Yes 34 68%

No 16 32%

Total 50 100%

(Source: Primary Data)

From the above table, 68% respondents are aware about the manufacturer of

your favorite brand and 32% respondents are not aware about the

manufacturer of their favorite brand. Hence it can be interpreted that most of

the respondents are aware about the manufacturer of their favorite brand.

Figure 4.6

Showing awareness about the manufacturer of their favorite brand

Aware about the manufacturer

Yes No

33

Table 4.7

Media of advertisement mostly influence respondents to buy soft drinks.

(Source: Primary Data)

From the above table, it can be interpreted that 74% respondents are

influenced to buy soft drinks through the advertisement of television.

Figure 4.7

showing media of advertisedement mostly influence you to buy soft drink.

Media of advertisement mostly influence to buy soft drinks

Newspaper Television Internet Posters Banners

Particulars No of respondents Percentage

Newspaper 0 0%

Television 37 74%

Internet 12 24%

Posters 1 2%

Banners 0 0%

Total 50 100%

34

Table 4.8

The most preferred color of soft drinks.

Particulars No of respondents Percentage

Orange 5 10%

Dark color 14 28%

Colorless 28 56%

Others 3 6%

Total 50 100%

(Source: Primary Data)

From the above table, 10% respondents preferred orange color of soft drinks,

28% respondents preferred dark color of soft drinks, 56% respondents

preferred colorless soft drinks and 6% respondents preferred other color of soft

drinks. Hence it can be interpreted that most of the respondents preferred

colorless soft drinks.

Figure 4.8

showing most preferred color of soft drinks

Table 4.9

The most preferred container for soft drinks.

Preferred color

Orange Dark color Colorless Others

35

Particulars

No of respondents Percentage

Glass bottles 10 20

Plastic bottles 18 36

Cans 22 44

Others 0 0

Total 50 100

Source: Primary Data)

From the above table, 20% respondents are preferred the glass bottles, 36%

respondents are preferred the plastic bottles and 44% respondents are

preferred the cans. Hence it can be interpreted that most of the respondents

preferred cans containers of soft drinks.

Figure 4.9

showing most preferred container for soft drinks.

Table 4.10

Reuse of plastic bottles after consuming the content.

Preferred container

Glass bottles Plastic bottles Cans Others

36

Particulars No of respondents Percentage

Yes 34 68

No 16 32

Total 50 100

(Source: Primary Data)

From the above table, 68% of respondents are reusing the plastic bottle after

consuming the content and 32% of respondents are not reusing the plastic

bottles after consuming the content. Hence it can be interpreted that most of

the respondents are reusing the plastic bottles after consuming the content.

Figure 4.10

showing reuse of plastic bottle after consuming the content.

Table 4.11

Reuse of plastic bottles

Yes No

37

While you prefer a plastic bottle of soft drinks the size of bottle respondents

wish to purchase

Particulars

No of respondents Percentage

Small 13 26

Medium 32 64

Large 5 10

Total 50 100

(Source: Primary Data)

From the above table, 26% respondents preferred small bottles, 64%

respondents preferred medium bottles and 10% respondents preferred large

bottles. Hence it can be interpreted that most of the respondents are preferred

medium size plastic bottle of soft drinks.

Figure 4.11

showing while you prefer a plastic bottle of soft drinks the size of bottle

respondents wish to purchase.

Table 4.12

keep the brand name in mind while purchasing soft drinks.

Size of bottles

Small Medium Large

38

Particulars

No of respondents Percentage

Yes 39 78

No 11 22

Total 50 100

(Source: Primary Data)

From the above table, 78% respondents keep the brand name in while

purchasing soft drinks and 22% respondents do not keep the brand name.

Hence it can be interpreted that most of the respondents keep the brand name

in while purchasing soft drinks.

Figure 4.12

showing keep the brand name in mind while purchasing soft drinks.

Table 4.13

Period of least consumption of soft drinks.

Brand name

Yes No

39

Particulars No of respondents

Percentage

Sickness

15 30

Summer season 13 26

Rainy season 14 28

Others 8 16

Total 50 100

(Source: Primary Data)

From the above table, 30% respondents have least consumption of soft drinks

while sickness, 26% respondents have least consumption of soft drinks while

summer season, 28% respondents have least consumption of soft drinks while

rainy summer and 16% respondents have least consumption of soft drinks while

others. Hence it can be interpreted that most of the respondents have least

consumption of soft drinks in sickness.

Figure 4.13

showing period of least consumption of soft drinks.

Table 4.14

While the preferred brand is not available.

Least consumption

Sickness Summer season Rainy season Others

40

Particulars

No of respondents Percentage

Post pone purchase 4 8

Buy another brand 31 62

Search in another shop 15 30

Total 50 100

(Source: primary Data)

From the above table, 8% respondents postpone purchase, 62% respondents

buy another brand and 30% search another shop. Hence it can be interpreted

that most of the respondents buy another brand while preferred brand is not

available.

Figure 4.14

Showing while the preferred brand is not available.

Table 4.15

Appropriate reason for not buying soft drinks you hate.

Preferred brand is not available

Postpone purchase Buy another brand Search in another shop

41

Particulars

No of respondents Percentage

Not interested 14 28

Not expected taste 11 22

Not good for the health 23 46

Not known about the product

2 4

Total 50 100

(Source: Primary Data)

From the above table, 28% respondents are not interested, 22% respondents

are not buying the soft drinks because of less expected taste, 46% respondents

are not buying the soft drinks because of not good for health and 4%

respondents are not buying the soft drinks they hate because of not known

about the product. Hence it can be interpreted that most of the respondents

are not buying the soft drinks because of not good for health.

Figure 4.15

showing appropriate reason for not buying soft drinks you hate.

Table 4.16

Aware of the offers and discounts on soft drinks

Reasons for not buying soft drinks

Not interested Not expected taste Not good for health Not known about the product

42

Particulars

No of respondents Percentage

Yes 31 62

No 19 38

Total 50 100

(Source: Primary Data)

From the above table, 62% respondents are aware of offers and discounts and

38% respondents are not aware of offers and discounts. Hence it can be

interpreted that most of the respondents are aware of offers and discount on

soft drinks.

Figure 4.16

showing awareness of the offers and discounts on soft drinks.

Table 4.17

Availed such offers and discounts of soft drinks.

Aware of the offers and discounts

Yes No

43

Particulars

No of respondents Percentage

Yes 26 52

No 24 48

Total 50 100

(Source: Primary Data)

From the above table, 52% respondents are availed such offers and discounts

and 48% respondents are not availed such offers and discounts. Hence it can be

interpreted that most of the respondents are availed such offers and discounts

of soft drinks.

Figure 4.17

showing availed such offers and discounts of soft drinks

Table 4.18

Availed offers and discounts

Yes No

44

The level of satisfaction you enjoyed “at the time of” and “after” consuming

your favorite soft drinks.

Particulars No of respondents Percentage

Highly satisfied 10 20

Satisfied 23 46

Neutral 17 34

Dissatisfied 0 0

Highly dissatisfied 0 0

Total 50 100

(Source: primary Data)

From the above table, 20% respondents are highly satisfied, 46% respondents

are satisfied and 34% respondents feels neutral at the time of consumption.

Hence it can be interpreted that most of the respondents are satisfied “at the

time of” and “after” consuming your favorite brand.

Figure 4.18

showing the level of satisfaction, you enjoyed “at the time of” and “after”

consuming your favorite brand.

Table 4.19

Level of satisfaction

Highly satisfied Satisfied Normal Dissatisfied Highly dissatisfied

45

Level of satisfaction with regard to size of packaging the soft drinks.

Particulars

No of respondents Percentage

Highly satisfied 5 10

Satisfied 28 56

Neutral 16 32

Dissatisfied 0 0

Highly Dissatisfied 1 2

Total 50 100

(Source: Primary Data)

From the above table, 10% respondents are highly satisfied, 56% respondents

are satisfied, 32% respondents feel neutral and 2% respondents are highly

dissatisfied. Hence, it can be interpreted that most of the respondents are

satisfied with regard of size of packaging the soft drinks.

Figure 4.19

showing the level of satisfaction with regard to size of packaging the soft

drinks.

Table 4.20

Level of satisfaction towards size of packaging

Highly satisfied Satisfied Normal Dissatisfied Highly dissatisfied

46

while you purchase your favorite soft drinks, the printed information wishes

to examine.

Particulars No of respondents

Percentage

Nam of the manufacturer

1 2

Price 13 26

Quantity 4 8

Special offers 2 4

Date of manufacturing 25 50

Ingredients 5 10

Total 50 100

(Source: Primary Data)

From the above table, 2% respondents examine name of manufacturer, 26%

respondents examine price, 8% respondents examine quantity, 4% respondents

examine special offers, 50% respondents examine date of manufacturing and

10% respondents examine ingredients. Hence it can be interpreted that most

of the respondents wish to examine date of manufacturing while purchasing

your favorite brand.

Figure 4.20

showing while you purchase your favorite soft drinks, the printed

information you wish to examine.

Printed information that wish to examine

Name of manufacturer Price Quantity Special offers Date of manufacturing Ingredients

47

Table 4.21

frequency of purchasing the soft drinks.

Particulars No of respondents Percentage

Daily 0 0

Many times, in a week 2 4

Sometimes in a week 10 20

As and when required 38 76

Never 0 0

Total 50 100

(Source: Primary Data)

From the above table, 4% respondents are purchasing soft drinks many times

in a week, 20% respondents are purchasing soft drinks sometimes in a week

and 76% respondents are purchasing soft drinks as and when required. Hence

it can be interpreted that most of the respondents are purchasing soft drinks as

and when required.

Figure 4.21

showing frequency of purchasing the soft drinks.

Frequency of purchasing

Daily Many times in a week Sometimes in a week As and when requried Never

48

CHAPTER 5

FINDINGS, SUGGESTIONS

AND CONCLUSION

49

5.1 Findings

• Most of the respondents belongs to the age group of 18 -20.

• Majority of the respondents are females

• Majority of the respondents are aware about the brand of soft drinks

available in their city.

• The most of the respondents are influenced to buy soft drinks through

the advertisement of television.

• Majority of the respondents prefer Sprite and the second most preferred

soft drink is Coca-Cola.

• Majority of the respondents are aware about the manufacturer of their

favorite brand.

• Most of the respondents are influenced to buy soft drinks through

television.

• The most of the respondents preferred colorless soft drinks.

• The most of the respondents preferred cans for soft drinks.

• The most of the respondents reuse the bottle after consuming the

content.

• Majority of respondents are preferred medium size plastic bottle soft

drinks.

• The most of the respondents will keep brand name in their mind while

purchasing soft drinks.

• The most of the respondents have least consumption of soft drinks in

sickness.

• From the study it is found out that when preferred brand is not available

the most of the respondents will buy another brand.

• Most of the respondents preferred that the soft drinks they hate to buy

is not good for health.

• Most of the respondents are aware about the offers and discounts of

soft drinks.

• Most of the respondents are availed such offers and discounts.

• Most of the respondents are satisfied “at the time of” and “after”

• Consuming their favorite brand.

• Most of the respondents are satisfied with regard to size of packaging

the soft drinks.

• The most of the respondents are wished to examine the date of

manufacturing while purchasing favorite soft drinks.

50

5.2 Suggestions

• From the study, none of the respondents not preferred the brand Fanta.

So, it is to be suggested that the brand should extend their marketing

channel and achieve the potential market for their product.

• It is to be suggested that through newspapers and banners the

respondents were not influenced to buy soft drinks. So, the brands

should advertise their products more through newspapers and banners.

• From the study it is to be suggested that most of the respondents were

not buying the soft drinks because it is not good for health.

5.3 Conclusion

The consumer buying behavior of these different soft drinks is done

through well-structured questionnaire and getting feedback from 50

students of Christ college Irinjalakuda. This project helps to know about

the customer satisfaction towards soft drinks. Majority of the respondents

are aware about the brand of soft drinks available in their city. Most of the

respondents are influenced to buy soft drinks through television. The most

of the respondents preferred colorless soft drinks. The most of the

respondents preferred cans for soft drinks. The most of the respondents

reuse the bottle after consuming the content. Majority of respondents are

preferred medium size plastic bottle soft drinks. The most of the

respondents will keep brand name in their mind while purchasing soft

drinks. The most of the respondents have least consumption of soft drinks

in sickness. From the study it is found out that when preferred brand is not

available the most of the respondents will buy another brand. Most of the

respondents preferred that the soft drinks they hate to buy is not good for

health. Most of the respondents are aware about the offers and discounts

of soft drinks. Most of the respondents are availed such offers and

discounts. Most of the respondents are satisfied “at the time of” and

“after” Consuming their favorite brand. The most of the respondents are

wished to examine the date of manufacturing while purchasing favorite

soft drinks.

51

So, from this study we came to know the consumer preference towards soft

drinks also its factors affecting consumer buying behavior and the most

preferred brand of soft drinks. The study was conducted to know the buying

behavior of the consumer towards soft drinks. It is an important product in

modern society. Consumer buying behavior mainly depends upon price, quality,

brand quality, advertisement, and taste of the drinks. So, this study has been

conducted to know the buying behavior of the consumer towards soft drinks

with a special reference to the students of Christ college Irinjalakuda.

52

BIBLIOGRAPHY

53

Books

1. Assael. H 1992 “Consumer Behavior and Marketing Action”.

2. Dr. S.L. Gupta &Sumitra Pal, 2001 “Consumer Behavior an Indian

Perspective, Text & Cases”, Sultan Publication, New Delhi.

3. Kotler, Philip, and Armstrong, Gary, 2003, “Marketing: An Introduction”.

4. Kothari C.R, 2007, “Research Methodology Methods and Techniques”,

Second Edition, New Age International Publisher, New Delhi.

Reference

1. Arvindkumar Mishra, 2010, “Rural Marketing in India towards Soft Drinks

Opportunities and Challenges”.

2. MichaleR.Hyman, 2009, “Promotion as Co-operation in the Soft Drink

Industry”.

3. Dennis Guthery, 2005. Coca-Cola's marketing challenges in Brazil:

Thetubaínaswar. Thunderbird International Business Review, 47(2), pp

4. Gertner, D., Gertner, R., & Guthery, D. (2005). Coca-Cola's marketing

challenges in Brazil: Thetubaínaswar. Thunderbird International Business

Review, 47(2), 231-254. doi: 10.1002/tie.20050

5. Johnson, V., & Peppas, S. (2003). Crisis management in Belgium: the case

of Coca‐Cola. Corporate Communications: An International Journal, 8(1),

18-22. doi: 10.1108/13563280310458885

6. Victoria Johnson and Spero C. Peppas, 2003, “Crisis Management in

Belgium: The Case of Coca-Cola, Corporate Communication: An

International Journal, Vol.8(1).

7. Sarwade W.K., and BahasahebAmbedkar, 2002, Emerging Dimensions of

Buyer Behavior in Rural Area”,

8. Park C.S. and Srinivasan V. May 1994, “A Survey Based Method for

Measuring and Understanding Soft Drinks and Its Extendibility”, Journal

of Marketing Research, Vol.31.

9. Gibson, Richard 1993, “Co-branding Aims to Double the Appeal,” The

Wall Street Journal.

10. Srivastava R., and Shocker A.D,1991, “Soft Drinks: A Perspective on Its

Meaning and Measurement”.

Website

1. https://www.coca-cola.com/

2. https://www.pepsico.com/

3. https://www.7up.com/

4. https://www.fanta.com/

5. https://www.sprite.com/

6. https://www.euromonitor.com/

54

APPENDIX

55

A study on consumer buying behavior towards soft drinks among

youth with special reference to students of Christ college Irinjalakuda

Questionnaire

1.Name

2.Age

3.Gender

4.Are you aware of the branded soft drinks available in your city?

a) Yes

b) No

5.How did you come to know about the branded soft drinks?

a) Advertisement

b) Friends

c) Family members

d) Retail shop

e) Others

6.Brand currently favored:

a) Coca Cola

b) Fanta

c) Sprite

d) Mountain Dew

e) Pepsi d) 7 up

f) others

7.Are you aware of the manufacturer of your favorite brand

a) yes

b) no

8.Which media of advertisement mostly influences you to buy soft drinks?

a) newspaper

b) television

56

c) internet

d) posters

e) banners

f) other source

9.Most preferred color of soft drink

a) orange

b) dark color

c) colorless

d) others

10.Most preferred container for soft drinks

a) glass bottles

b) plastic bottles

c) cans

d) others

11.If your answer is plastic bottle, will you reuse after consuming the

content.

a) yes

b) no

12.While you prefer plastic bottle, the size of bottle you wish to examine is

a) small

b) medium

c) large

13.Will you keep brand name in your mind while purchasing soft drink

a) yes

b) no

14.Period of least consumption of soft drink

a) sickness

b) summer season

57

c) rainy season

d) others

15.When preferred brand is not available you would

a) postpone purchase

b) buy another brand

c) search in another brand

16.please tick the appropriate reasons for not buying the soft drinks you

hate

a) not interested

b) no expected taste

c) not good for health

d) not known about product

17.Are you aware of offers and discounts?

a) yes

b) no

18.have you availed such offers and discounts?

a) yes

b) no

19.Tick the level of satisfaction you enjoyed “at the time of” and “after”

consuming your favorite brand

a) Highly satisfied

b) satisfied

c) neutral

d) dissatisfied

e) highly dissatisfied

20.tick the level of satisfaction with regard to size of packaging the soft

drinks

a) Highly satisfied

b) satisfied

58

c) neutral

d) dissatisfied

e) highly dissatisfied

21.While you purchase your favorite brand the printed information you

wish to examine is

a) name of the manufacturer

b) price

c) quantity

d) special offers

e) date of manufacturing

f) ingredients

22.Frequency of purchasing the soft drinks

a) daily

b) many times, in a week

c) sometimes in a week

d) as and when required e) never