STUDY ON CONSUMER PREFERENCES FOR “Coca Cola”
provides a key to gain actual success only to those brands which match
best to the current environment i.e." imperative" which can
be delivered what are the people needs and they are ready to buy at the
right time without any delay. It is perfectly true but this also depends
on availability of good quality products and excellent taste and services
which further attract and add a golden opportunity for huge sales.
This also depends on the good planning approach and provide ample opportunity
plus sufficient amount of products for sales in the coming next financial
This survey report introduces study of consumer’s preferences for Coca
Cola. After going through a detail analysis of market behavior and future
prospect, may also provide an opportunity to Coca Cola to frame a good
future plan to satisfy maximum needs of the customers and established
its guiding role in the market of Delhi, Ghaziabad, city in particular
and through out the country as a whole. The study report will also provide
an opportunity to delineate its market potential business areas, products
& services are to be offered by the company to the customers.
This study report also provides the various factors affecting the services.
Marketing Division of Coca Cola has to keep in mind various factors specially
while preparing a plan for marketing its product or services. Detail description
along with analysis of surveyed data is being presented in this report
1. EXECUTIVE SUMMARY
The objective of the project is to know the consumers preferences for
Cola Drinks, to study the Market Potential of Coca Cola and The report
contains a brief introduction of Coca Cola. The company Coca Cola has
interests in various sectors and they provide consistent quality products
to meet our costumer’s requirement worldwide.
This report clearly mentions objective of the study and the research
methodology utilized. both primary data and secondary data. The data collection
method used is structured non disguised questionnaire in which the types
of questions used are open ended, multiple choice and close ended.
The report contains a detailed view of the tasks, which have been undertaken
to analyze the market of Coca Cola. Various sets of questionnaire have
been prepared to know the PREFERENCES of consumers about the Coca Cola.
Some of the research areas are Delhi, Ghaziabad. This project reveals
one of the important findings like more and more displays of the window
hiring and can be given to the retail outlets as it has been said that
“JItna Dikhega Utna Bikega”. To increase its consumption, more schemes
like ‘Seasonal Schemes’ and other schemes can be given to the consumers.
A detailed survey of the consumers was carried to find out their preferences
for Coca Cola. The details of the methodology are stated below.
Areas are Delhi, Ghaziabad research design: Exploratory and descriptive.
Sources of information are primary and secondary data. Data collection
method structured non designed questionnaire.
Types of questions used open ended, multiple choice and close ended.
Sampling method is random sampling.
In this study I found that most of the consumers prefer PEPSI as their
1st preference and then Coca Cola.
1 - A study of factors responsible for brand preference in fmcg sector”
The purpose of this paper is the study of factors responsible for brand
preference in fmcg products, increasing competition, more due to globalization,
is motivating many companies to base their strategies almost entirely
on building brands. Brand preference means to compare the different brands
and opt for the most preferred brand. This brand preference is influenced
by various factors.
According to this study many factors were find out for preferring a brand
In the identification of factors affecting the brand preference, it was
concluded that brand persona is the most effective factor that affects
the brand preference. This brand persona deals with the personality aspects
or the external attributes of brand, thus it can be said that consumer
prefer any brand by looking at the external attributes of a brand.
-journal of ims vol 5 no.1, jan-june 2008
2 - Colour and flavour rule consumer preferences: Study
The intensity of colour and the flavour are the key drivers behind consumer
acceptance of beverages, says a new study involving DANONE. But packaging
and labelling are not as important for winning over consumers, according
to findings published in the journal Food Quality and Preference, The
study involved consumers at different stages of development and highlights
the importance of adopting a “sensory marketing approach,” said the researchers
from French research organisation Adriant, the University of Rennes 1,
DANONE R&D, and Institute Paul Bocuse.
“Companies need to continuously innovate to maintain market leadership,”
wrote the researchers. “When the market is overloaded the challenge consists
in creating innovative products able to attract and satisfy consumers.”
“This experiment showed the feasibility of the proposed multi-sensory
design method based on mixed qualitative and quantitative approaches.”
The study also demonstrates the importance of flavour and colour selection
for new products.
The global flavours market was been valued at some US$18bn in 2006 (Business
Insights). Meanwhile, the value of the international colourings market
was estimated at around $1.15bn in 2007 (€731m), up 2.5 per cent from
$1.07bn (680m) in 2004, according to Leatherhead Food International (LFI).
Natural colours now make up 31 per cent of the colourings market, compared
with 40 per cent for synthetics, according to LFI.
Bombarding the senses
By choosing to formulate a new beverage, the researchers noted that the
new product would need to be differentiated by improving the sensory characteristics.
Four factors were identified for the formulation: four colour intensities),
three flavourings, two label types (soft versus hard), and two pack sizes
(standard versus oversize). By using both quantitative (hedonic testing)
and qualitative (focus groups) approaches, the researchers found that
“the main factors which drive consumer preference for this concept
are colour intensity and flavouring”. Indeed, colour intensity accounted
for 43 per cent and flavour 32 per cent of the consumers’ overall liking.
“Pack size and label type are taken into account by the consumer to
a lesser extend,” they added. “This methodology of a qualitative
screening associated to a conjoint analysis on relevant sensory attributes
has shown good performances to fit consumers’ expectation: it has now
to be reproduced, as every brand, concept and product is a unique combination
designed for a specific consumer group,” concluded the researchers
Source: Food Quality and Preference
Volume 19, Issue 8, Pages 719-726
By Stephen Daniells, 07-Oct-2008
3 - Taste or health: A study on consumer acceptance of cola drinks
This study examined the relative contributions of taste and health considerations
on consumer liking and purchase intent of cola drinks. Eight types of
commercial cola drinks were evaluated by 305 adult consumers who also
completed a brief questionnaire on food habits. Data were analyzed using
factor analysis. Results revealed that purchase intent of cola drinks
was strongly related to degree of liking and to several key sensory attributes
including saltiness, drinks flavor and greasiness. These variables emerged
as the first factor in the analysis, suggesting that consumers perceive
these characteristics as being most important in their choice of cola
drinks. Factor 2 described a health dimension and was related to respondents'
attitudes toward fat in the diet. Factor 3 comprised two remaining sensory
attributes (color and crunchiness), which apparently were of minor importance
to the respondents. These data suggest that in spite of current concern
about reducing dietary fat, health remains secondary to taste in the selection
of cola drinks for consumers in this population.
Source-Beverly J. Tepper and Amy C. Trail Journal of Food Science
and Technology, 15 September 1998
4 - PAIRED PREFERENCE TESTS USING PLACEBO PAIRS AND DIFFERENT RESPONSE
OPTIONS FOR Cola Drinks, ORANGE JUICES
Preference tests were performed for varieties of cola drinks, orange juices
and using three response protocols: the traditional paired preference
test with the "no preference" option, a 9-point hedonic scale
and a 6-point hybrid hedonic/purchase intent scale. The different stimuli
to be assessed were presented in pairs, but putatively identical stimuli
were also presented as a "placebo" pair. Performance on the
placebo pair with identical stimuli provided a measure of the hidden demand
characteristics of the test protocol. The presentation of the different
pairs provided a measure of preference accompanied by such hidden demand
effects. Comparison between the two allowed a better measure of preference
per se. The order of presentation of the identical and different pairs
did show occasional slight evidence of contrast effects. For the placebo
"identical" pairs, a majority of consumers reported false preferences.
Liking questions with the hedonic and hybrid scales elicited fewer false
preferences than preference questions with the paired preference protocol.
Yet, the effects tended to be slight. The 6-point hedonic/purchase intent
scale exhibited the fewest false preferences in the placebo condition,
and this was because of its fewer categories rather than any cognitive
strategy change elicited by its different labels.
Journal of Food Science and Technology, July 31, 2007
5 - “consumer awareness and consumption pattern of food products”
This paper aims to investigate the degree of brand awareness of various
food products in relation to background and education of the household,
the consumption pattern of various food products consumed by respondents
in the light of their areas, income levels and education. a sample of200
respondents comprising 100 form rural area and 100 from urban area were
taken. Data are analyzed with the help of mean.SD,co –efficient of variance-test
The finding of this study reveals that there is low degree of brand awareness
in rural areas, whereas there is a moderate degree of brand awareness
in urban India. The highly educated rural and urban respondents have high
degree of brand awareness for many food products, and the less educated
rural and urban respondents have low degree of brand awareness for many
- Journal of ims vol 3 no.1, jan-june 2007
3. COCA-COLA COMPANY PROFILE
N. Daft was elected chairman, Board of Directors, and chief executive
officer of The Coca-Cola Company on February 17, 2000. Mr. Daft is the
11th chairman of the Board in the history of the Company. Mr. Daft, 60,
joined the Company in 1969 as planning officer in the Sydney, Australia
office. He held positions of increasing responsibilities throughout Asia
and in 1982 was named vice president of Coca-Cola Far East Ltd.
In December 1988, Mr. Daft was named president of the North Pacific Division
and president of Coca-Cola (Japan) Co., Ltd. He moved to the Company's
Atlanta headquarters in 1991 to assume the responsibility of president
of the Pacific Group and in 1999 his responsibilities were expanded to
include the Company's Africa Group, and Schweppes Beverage Division, as
well as the Middle and Far East Group. Mr. Daft was elected president
and chief operating officer of The Coca - Cola Company in December 1999.
He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs
of America, Catalyst, the CERGE-EI Foundation(Center for Economic
Research and Graduate Education - Economics Institute) in the Czech
Republic, the Lauder Institute for Management and International Studies
at the University of Pennsylvania, the Prince of Wales International Business
Leaders Forum, the Grocery Manufacturers of America, the British - American
Chamber of Commerce, the G100, the Woodruff Arts Center, the Commerce
Club, and the McGraw-Hill Companies. Mr. Daft is a trustee of Emory University,
the American Assembly and the Center for Strategic & International
Studies. He is also a member of The Trilateral Commission, The Business
Council, and The Business Round table. Mr. Daft received a bachelor's
degree in mathematics from the University of New England and a post-graduate
degree in administration from the University of New South Wales. He holds
an honorary doctorate in international law from Thunderbird, The American
Graduate School of International Management.
HISTORY OF COLA
The cola industry has phenomenal possibilities for rocketing profit growth
inspite of the sign of relief heaved by the manufacture at the abrupt
sensational termination of Coca Cola monopoly the tastes of cola is by
no means extinguished the coca. Cola have a status symbol to it..., generated
by the sub standard, penetrated, advertising and extensive distribution
Total soft drink segment is growing at the rate of 10% per year still
if international standard area considered the per capita consumption of
three serving in rock bottom, less than even our neighbors’ Pakistan and
Bangladesh, where it is four more as much. So with kind of a market potential
coke entered in India in 1991 after the permissions of setting up Britico
Food company to coke was granted by the government in Pune in 1992 the
plant was established for is deducted then the bottle are taken out of
the line and Cleaned again or rejected.
The most important step is the mixing of drink concentrate dissolved in
the soft water the sugar syrup at the same time. Carbon dioxide is passed
in the drink to produce a fizz.
After the crowing of the bottle the crown contains the manufacturing data
batch number and Time.
4. PRODUCT PROFILE
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