A STUDY ON CONSUMER PERCEPTION ON COCA COLA

PRIVATE LIMITED

Project report submitted to

INSTITUTE OF PUBLIC ENTERPRISE, Hyderabad

Submitted By

ACKNOWLEDGEMENTS
I wish to express my deep sense of gratitude to Prof. R.K. MISHRA, director Institute
of Public Enterprise, Hyderabad for permitting me to do the project.

I would like to express my heartful thanks to Prof. M.L. SAI KUMAR,

PGDM coordinator Institute of Public Enterprise, Hyderabad for the necessary
cooperation extended to me in doing my project work.

I first and foremost acknowledge my sincere heartiest thanks to Mrs. Jayasree

Raveendran, who has been my guide for providing me constant encouragement and
consistent interest towards the effective presentation of this research report.

With immense pleasure, I would like to express my sincere thanks to respondents for
providing necessary information to complete my project, without whom it would have
been impossible to do my project.

I would take opportunity to express my deep and profound gratitude to my family

members and friends who have helped me directly and indirectly in the successful
completion of project.

Ch.Pad
ma

CONTENTS

2
Serial no. Particulars Page nos.

1. Chapter I:
Introduction 5-8
Need for study 9
Scope of study 10
Objectives 10
2. Chapter II:
Literature review 11-12
3. Chapter III:
Conceptual model 13-15
4. Chapter IV:
Methodology 16-18
Hypothesis 19
5. Chapter V:
Analysis 20-23
6. Chapter VI:
Findings 24
Suggestions 24
Limitations 25
Conclusion 25
7. Chapter VII:
References 26

8. Chapter VIII:
Appendix 27

LIST OF TABLES

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Sl no. Particulars Page no.
1. Table no.1 (hypothesis) 19
2. Table no.2 (reliability of perception) 20
3. Table no.3 (reliability of brand ambassador) 21
4. Table no.4 (reliability of pesticides) 21
5. Table no.5 (regression) 22
6. Table no.6 (coefficient) 22
7. Table no.7 (correlation) 23
8. Table no.8 (correlation) 23

CHAPTER I

INTRODUCTION:

Every organisation is an open system of management which means change is

inevitable and is associated with different factors. Companies need to focus not only
on consumer satisfaction of their products but also on the “Customer Perception” of
the final end users. Different people see things, events and ideas from different view
point and hold different opinions and view for them. Consumer perception effects
directly to brands image and sales of the products. Consumer perception may be
positive or negative depending upon the situation. It gives a complete idea about the
image of the company and its strategies. So it is very important to create positive
image among consumer. It is often seen that some brands do extremely well compared

4
to other brands having the same resources. The reason for the brands not to do well is
probably the consumer perception. Companies spend considerable amount for
creating positive perception among consumer.

People engaged in branding seek to develop or align the expectations behind the
brand experience, creating the impression that a brand associated with a product or
service has certain qualities or characteristics that make it special or unique. A brand
is therefore one of the most valuable elements in an advertising theme, as it
demonstrates what the brand owner is able to offer in the marketplace.

Brand Crisis:
When there is negative perception among consumer it is called brand crisis which is
focused on the study. Core Brand defines a brand crisis when “Familiarity” grows and
“Favorability” declines significantly and quickly. It is a situation when a particular
brand gets negative publicity through different Medias, due to which preference for
buying the product declines. Brand crises or false brand propositions can do severe
damage to brands. The damaging effects of brand crises may change from time to
time and so are not uniform in nature. Brand crisis can take place through different
factors like legal issues, quality issue, patent issue, etc. It is very important for any
company to avoid brand crisis or should be proactive to take necessary steps to
revitalize brand image during brand crisis. Revitalization can be made through
increasing Usage, entering new markets, repositioning, augmenting the
Product/services, obsolescing existing products and extending the brand

Action to be taken during brand crisis

Under fire, organizations should respond quickly.

Saying “no comment” is one of the worst things you can do.

An organization with a poor reputation will suffer from poor crisis management.

Organizations must behave transparently to reduce perceptual damage.

Organizations should avoid denying responsibility

Organizations should empathize with victims

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Poor crisis management will impact the bottom line

Poorly managed crises negatively impact brand images

Brand Positioning

The consumer mind is regarded as a geometric perpetual space, with product

categories and brands occupying different points in that space. This concept of
perpetual space forms the core thought behind brand positioning. According to Prof.
Philip Kotler, “once the core product concept is chosen, it defines the character of the
product space in which the new product has to be positioned.

Therefore, a marketer must be able to formulate such a strategy that would be able to
create a perception in the prospects mind which would stand apart from competing
brands and approximate more closely to what the consumer wants. To achieve this,
one must be able to defy conventional logic which says that the concept lies with the
marketer or inside the product but in reality a marketer must be able look inside the
prospects mind. This perceived image of the brand belongs not to the product but
rather is the property of the consumers’ mental perceptions and in some instances
could differ widely from the brands’ true physical characteristics.

Positioning appears to be confusing to this day and the opinions differ widely.

Positioning according to some people refers to a brand’s subjective (perceived)

attributes in relation to competing brands. A few believe that it is no more than old
wine in new bottles. They feel that the use of positioning strategy is as old as the ideas
of market segmentation and product differentiation.

Some believe, it is the art of selecting out of a number of unique selling propositions,
the one which will get a marketer maximum sales.

Positioning also represents the essence of the brand as perceived by the target
consumer in a multibrand market.

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In order to position a brand successfully we have to first understand which other
brands our brand must contend with so that it lodges itself in the target customer’s
perpetual space. In other words, what is the structure of the market or set of
substitutes amongst which our brand is to be positioned?

The second notable or significant concept is consumer segmentation what is the

profile of the consumer whom our brand will serve and what are their needs.
Positioning theory places emphasis on the target consumer’s perceptions of brands in
relation to other brands. Some of the leading brands- with very large market shares
tend to position themselves across several segments while other brands with low
market shares are positioned more narrowly. Positioning is a theory that was born out
Of intense competition let loose by a great proliferation of brands. For this reason, a
marketer must understand who are his closest competitors and must endeavour to be
unique among similar. Each brand has to carve out a ‘niche’ to call its own.

The next step in positioning is to measure the perception of target consumers.

Perpetual mapping represents consumer perceptions in a two dimensional space so
that the manger can readily see where his own brand is positioned in the mind of the
prospect and in relation to other brands. Perpetual mapping techniques identify the
underlying dimensions.

Finally, band attributes and benefits play a major role in positioning a brand
successfully. The attributes of a brand are the manufacture’s view of a brand. The
consumer’s frame of reference requires that those manufacturer claims or brand
attributes be translated into consumer benefits in order to mapping consumer
perception. A marketer has to discover ‘holes’ or vacant positions in the market
structure because they represent opportunities for new products.

Thus, positioning a brand and the target segment for which it is designated must be
considered together as integrated parts of one strategy because just as a brand must be
positioned to appeal to a consumer segment, a consumer segment too, would respond
to a brand that occupies the position preferred by it.

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The customer whether it is an impulse or high involvement purchase looks for the
following attributes before buying it.
Taste Brand name
Flavour Price
Packaging

NEED FOR THE STUDY:

FMCG sector is the fourth largest sector in the economy

with a total market size in excess of $13.1 billion. This
industry plays a major role in the economic development
of a nation. This sector is considered as core sector where
business to consumer transactions takes place. In India
FMCG sector is growing tremendously with the change
in population, living style, income level and preferences.

The products in FMCG are branded and backed by

marketing, heavy advertising, slick packaging and strong
distribution networks. The FMCG segment can be
classified under the premium segment and popular

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segment. The premium segment caters mostly to the
higher/upper middle class which is not as price sensitive
apart from being brand conscious.

Brand image gives an idea to producers as well as the

management of any firm about the functioning of the
organization. Analysis on brand image gives us an idea
of how sales effect and take necessary decisions at proper
time. One can plan to be proactive about any change
required to protect brand image. Analysis on brand image
helps us to know the effect of brand whether positive or
negative on sales and to take necessary action
accordingly.
A study on brand image is made on COCA COLA pvt ltd
which gives out the exact idea of brand image because it
is an organization which has faced brand crisis and has
also repositioned itself from the crisis. This study also
helps us to know the effect of brand image on sales.

SCOPE OF THE STUDY:

The study is conducted on the company “COCA COLA

pvt ltd” in Hyderabad. The aim of the study is to analyse

9
the brand image after brand crisis and brand
repositioning of the company.
Brand image is the value and perception attached with
the company among consumers. Brand crisis and brand
repositioning of the company has been taken into account
and the analysis of brand is made. Analysis of the study
is made through likert scale method.
The importance of the study is very significant; this is
because it is difficult to exist without proper brand image
in the market. The use of the study is that by following
methodology of this study one can get a hint of the brand
image of any firm in FMCG sector. Moreover, this
method of study can be used to suggest necessary
decision during brand crisis of other related
organizations.

OBJECTIVES:
The present study “Brand Crisis of COCA COLA pvt
ltd” is intended to analyse the practise of brand crisis
management. The efficiency of the brand crisis
management is determined by the efficient administration
of its various components.

The study has been carried out with the following

objectives:
• Understand the ability of COCA COLA pvt ltd, to
reposition its brand image.
• Understand the importance of positive brand
image.
• Effect of brand image on sales.
• To study the process of creating brand image and
the effect of brand crisis.

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CHAPTER II

LITERATURE REVIEW:
Coca-cola repositioning to maximize brand power, By:
Muret Don,
Reports about the plan of Coca-cola company to increase
its presence and consumption in the beverage market.
Convention where the plan of the company was
announced, findings about the commercial beverages
consumed by an average person in a day, strategy of
Coca-cola in its product was given, description of the
1997 Coca-cola advertisement is analyzed and action
done by the company to solve the consumer complaints
about hot and sweaty amusement par.

Coca-Cola restructures in healthy drinks focus, By:

Clark, Nicola
This article reports that Coca-Cola Co. has rejigged its
marketing department to focus on health, wellness and
performance drinks. The struggling soft-drinks giant has
created a dedicated Health and Wellness arm. Coca-Cola
brands have suffered from ongoing consumer concerns
about obesity and the effect high-sugar fizzy drinks have
on health. Coca-Cola brand, run a performance division
that was of house sports drink PowerAde and PowerAde
Aqua+, the sports water drink that launched in summer.

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Always Coca-Cola? By: Simms, Jane
The article reports that a torrid year for the beverage
giant Coca-Cola Co. has dented its carefully crafted
brand image and eaten into its profits, and analyzes
whether it still has the power to win over consumers and
revive sales. The Coca-Cola Company, one-time global
corporate and marketing icon, is losing its luster. U.S.
anti-globalization sentiment and the backlash against
"unhealthy" foods have cost the company dear, and to
these problems can be added management succession
issues, a poor record on innovation, inefficient marketing
and high-profile mistakes

Cola majors weather India brand crisis. By: Sudhaman,

Arun.
The article discusses how Coca-Cola Co. and PepsiCo
Inc. managed to diffuse the claims that pointed to the
presence of unacceptable levels of pesticides in their soft
drinks. This time strategy was markedly too different to
what they did during 2003 crisis. They faced the crisis
with great composure. Coca-Cola hired a third party for
testing samples of its products, while issuing consumer
advertisements at the same time. Both the brands were
using celebrities to endorse their products.

Lublin Coca-Cola Bottlers Ltd. By: Dana, Leo-Paul;

Focuses on advertising strategy of the Coca-Cola Bottlers
Ltd. in Lublin, Poland, it also focuses on Consumer
attitudes towards the consumption of Coca-Cola, its
impact of cultural identity and heritage on consumer
preference for American drinks, context of packaging,
marketing and distribution of products and Challenges of
franchises in sales production.

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Coke, Pepsi Fight Product-Contamination Charges in
India, By: Slater, Joanna;
Reports that sales of several soft drinks in India have
dropped after alleged pesticide residues were found in
both soft drinks. Number of soft-drink products,
produced by Coca-Cola Co. and PepsiCo Inc., that were
tested and alleged by the New Delhi-based Center for
Science and Environment to carry pesticide residues 30
times higher than acceptable limits in Europe; Soft drinks
cited in the tests, including Coke, Pepsi, Diet Pepsi and
Sprite. The same levels of pesticides do not exist in the
same products sold in the U.S. Percentage of daily sales
drop since the report was published and population of
India and drinking habits of its citizens, suggesting a
huge emerging-market for soft drink products and missed
revenue opportunities for the soft drink makers.

CHAPTER III

CONCEPTUAL MODEL:

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The conceptual model gives the relation between the
independent and dependent variables. This is also
established by hypotheses. The conceptual model is
explicitly chosen to be independent of implementation
details, such as concurrency or data storage. The aim of
conceptual model is to express the meaning of terms and
concepts used by domain experts to discuss the problem,
and to find the correct relationships between different
concepts. The conceptual model attempts to clarify the
meaning of various usually ambiguous terms, and ensure
that problems with different interpretations of the terms
and concepts cannot occur. The concepts of the
conceptual model can be used as basis of object-oriented
design and implemented in program code, in particular as
classes in object-oriented languages. The realization of
conceptual models of many domains can be combined to
a coherent platform.

THE DEPENDENT AND INDEPENDENT

VARIABLES:
Independent variables are the variables that are
manipulated by the researcher and whose effects are
measured and compared and the dependent variables are
the variables that measure the effect of the independent
variables on the test units.

Dependent Variable:
Consumer Perception

Independent Variables:
Brand ambassador
Pesticides and govt. issues
Promotions
Multinational companies

14
Relationship management

For this research purpose one dependent and two

independent variable have been taken, due to few
limitations.

CONCEPTUAL DIAGRAM:

Brand ambassador

Consumer perception

Pesticides issues

CONSUMER PERCEPTION:
In the present business conditions when every company
is treating consumer as God, everyone is trying to find
the reasons why their product is a hit or a failure, so
market research has become one of the key tool or
practices for these organisations to find out the truths
about products, specially the FMCG sector.
It is a point where the consumer perception of a
particular concept or product becomes important, The
one more behaviour of the consumers is their attitude
towards the product. If one likes or dislike the product
then it is important to know why he likes or dislikes or
what is making that particular person to purchase it.
Thus we can see that consumer perception and attitudes
play a vital factor for any organization to come to a
conclusion about their product. Problem can be faced if
consumer perception is change negatively. So it is very
important to maintain positive perception among
consumer.

15
Coca Cola has faced negative perception (brand crisis)
due to certain factors but it was proactive enough to get
out of it. Perception for a brand is effected through
various factors like promotion, govt policies, general
issues, social responsibility, etc.
In this research we are mainly focusing on promotion and
pesticides issues which directly effects on consumer
perception of Coca Cola.

Brand ambassador:

A brand ambassador is a person hired to drive

consumer demand for a product, service, brand, or
concept by directly interacting with potential consumers.
A brand ambassador can be female or male, and typically
is intended to be attractive in physical appearance. They
serve to provide information about the product or service
and make it appealing to consumers. While the length of
interaction may be short, the promotional model delivers
a live experience that reflects on the product or service he
or she is representing.

Brand ambassador is an independent variable which

directly effects on consumer perception. The consumer's
perception of a brand, product, service, or company, is
often more profoundly affected by a live person-to-
person experience. The influence of this type of
marketing may be more enduring as well. Promotional
models often interact with many people at once to

16
maximize quantitative influence on consumer demand.
The responsibilities of the promotional model depend on
the particular marketing campaign being carrying out,
and may include:

• increasing product awareness

• providing product information
• creating an association in the consumer's mind
between the product or brand and a particular idea
(natural beauty, classic heritage, reliability)
• handing items to consumers, such as a sample of
the product itself, a small gift, or printed
information

Pesticides issues:
Coca Cola products contain pesticides was found in the
year 2003 and it came into picture in year 2006 through
media. It was claimed that its product contain more
pesticides than the legal limit allowed in bottled water. A
huge brand crisis occurred in the same year and
consumer preference for the products declined. Few
states like Kerala banned usage of the products in the
state and farmers started using as pesticides for
agriculture. In short, worlds biggest brand name failed to
do what they do best. People started perceiving that
usage of product may harm their health specially
children. These issues created a direct impact on the
image of the brand and people started consuming less
due to which sales declined.

CHAPTER IV

METHODOLOGY

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Any survey needs to collect data systematically and
analyses it to meet the objectives of research. The data
collected can be broadly classified into two types, i.e.,
primary data and secondary data.
Primary data was collected through questionnaire using
itemized scale method. The questions are in a form of
measurement scale having numbers and/or brief
description associated with each category. The categories
are ordered in terms of scale position. Likert scale
method has been used. It is a form of itemized scale
method with five response categories ranging from
“strongly agree” to “strongly disagree”, which requires
the respondents to indicate a degree of agreement or
disagreement with each of a series of statements related
to the stimulus objects. After filling up the questionnaire
numbers from 1 to 5 is assigned according to positive or
negative statement. The result is then analysed by using
statistical package for social sciences (SPSS) software

Positive statement Negative statement

1 Strongly disagree 1 Strongly agree
2 Disagree 2 Agree
3 Neutral 3 Neutral
4 Agree 4 Disagree
5 Strongly agree 5 Strongly disagree

Itemized scale Likert scale

Questionnaire
method

Sampling design begins by specifying the target

population. The target population is the collection of
elements or objects that posses the information sought by

18
the researcher and about which inferences are to be
made. Target population for this research paper are the
people who consume coca cola products. The target
population is defined in terms of element, sampling units,
extent and time. Element is the objects that possess the
information sought by the researcher and about which
inferences are to be made. Sampling unit is an element,
or a unit containing the element, that is available for
selection at some stage of sampling process.

The target population for the research work is defined as

follows:
Elements Both male & female, students, housewifes, businessman
Sampling units Students, households, businessman
Extent Hyderabad
Time 2 months

Sample is a subgroup of the elements of the selected

population selected for participation in the study and
sample size refers to the number of elements to be
included in a study. A sample size of 40 has been taken
as far as this project is concerned due to time constraints.
Sampling technique that is used for the research is non-
probability sampling. It is a sampling techniques that do
not use chance selection procedures. Rather, they rely on
the personal judgement of the researcher. This technique
do not allow for objective evaluation of the precision of
the sample results, as there is no way of determining the
probability of selecting any particular element for
inclusion in the sample, the estimates obtained are not
statistically projectable to the population.
Under non-probability sampling convenience sampling
technique is used for this project. Convenience sampling
is a non-probability sampling technique that attempts to
obtain a sample of convenient elements. The selection of

19
sampling units is left primarily to the interviewer or
researcher. This method is used because respondents are
selected as they are happening to be in right place and at
the right time. It is also used due to its least expensive
and least time consuming characteristics. The sampling
units are accessible, easy to measure and cooperative.
Inspite of the advantages these methods have
disadvantages too.

Sampling Non-probability Convenience

techniques sampling sampling

Research design:
Research design is a framework or blue print for
conducting the business research project. It specifies the
details of the procedures necessary for obtaining the
information needed to structure and /or solve business
research problem. It is classified into exploratory and
conclusive research.
This research is based on conclusive research design
which is further classified into descriptive research.
Descriptive research
The major objective of descriptive research is to describe
something-usually market characteristics or function. It
assumes that the research has much prior knowledge
about the problem situation as a result descriptive
research is pre planned and structure. It is typically based
on large representative samples. A formal research
design specifies the methods for selecting the source of
information and for collecting data from those sources. It

20
is marked by a clear statement of the problem, specific
hypothesis and detail in formation needs.
This study has been conducted through cross-sectional
design which involves of information from any given
sample of population elements only once.

Descriptive cross-sectional
Research design
research design

HYPOTHESIS:
Null hypothesis: There is no relation between dependant
variable and independent variables
Alternatives hypothesis: There is relation between
dependant variable and independent variables

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t

1 (Constant) 1.236 .707 1.749

Ambassadormean .355 .170 .323 2.084

Pesticidesmean .199 .167 .185 1.196

a. Dependent Variable: perceptionmean

Table no.1

21
 1. Significance level between consumer perception
and brand ambassador is 0.044 which is less than
0.05 and confidence level is 95.6. Therefore we
reject null hypothesis, which signifies that there is
relationship between consumer perception and
brand ambassador.
2. Significance level between consumer perception
and pesticides issue is 0.239 which is more than
0.05 and confidence level is 76.1. Therefore we
accept null hypothesis, which signifies that there
relationship between consumer perception and
brand ambassador.

CHAPTER V:

Reliability
Reliability is the consistency of a set of measurements or
measuring instrument, often used to describe a test. A
popular approach is to use the coefficient alpha or
cronbach’s alpha. The coefficient varies from 0 to 1, and
a value greater than 0.6 indicates satisfactory internal
consistency reliability.

Dependant variable- Perception:

Case Processing Summary

N %

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 Case Processing Summary

Cases Valid 40 100.0

Excludeda 0 .0

Total 40 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.531 3

Table no.2

Findings: - The cronbach’s Alpha value for the

perception towards Coca Cola co. is found to be 0.531
which is close to 0.6, so it can be considered as reliable.

Independent variable- Brand ambassador:

Case Processing Summary

N %

Cases Valid 40 100.0

Excludeda 0 .0

Total 40 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.205 3

Table no.3

Findings: - The cronbach’s Alpha value for the brand

ambassador is found to be 0.205 which is far from 0.6, so
it is considered to be less reliable. The reason for this is
number of samples(n) is very less, there is appropriate

23
development of scale, time constraint and the questions
formed were not able to measure the variables.

Pesticides:

Case Processing Summary

N %

Cases Valid 40 100.0

Excludeda 0 .0

Total 40 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.489 3

Table no.4

Findings: - The cronbach’s Alpha value for the

pesticides is found to be 0.489 which is almost close to
0.6, so it can be considered as reliable.

REGRESSION:

Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate

1 .353a .124 .077 .77086

a. Predictors: (Constant), pesticidesmean, ambassadormean

24
Table no.5

In the above table (model summary) it can be predicted

that a positive 12.4% relation has been obtained and the
extent of relationship between independent and
dependent is 7.7% and positive. The values are less
because the number of questions formed for each
variable is less due to time constraints.

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t

1 (Constant) 1.236 .707 1.749

Ambassadormean .355 .170 .323 2.084

Pesticidesmean .199 .167 .185 1.196

a. Dependent Variable: perceptionmean

Table no.6

Regression equation: (0.323 * X1+ 0.185 * X2)

CORRELATION:
Perception and Ambassador:

25
 Correlations

perceptionmean ambassadormean

Perceptionmean Pearson Correlation 1 .301

Sig. (2-tailed) .059

N 40 40

Ambassadormean Pearson Correlation .301 1

Sig. (2-tailed) .059

N 40 40

Table no.7

Findings: the correlation between consumer perception

and brand ambassador is positive (0.301) and it is
between 0 and 0.5 which signifies that the relation is not
strong enough.

Perception and Pesticides:

Correlations

perceptionmean Pesticidesmean

Perceptionmean Pearson Correlation 1 .147

Sig. (2-tailed) .366

N 40 40

Pesticidesmean Pearson Correlation .147 1

Sig. (2-tailed) .366

N 40 40

Table no.8

Findings: the correlation between perception and

pesticides is positive (0.147) and it is between 0 and 0.5,
which signifies that the relation is not strong enough.

CHAPTER VI

26
FINDINGS:

• From the research we can find that reliability of

consumer perception and pesticides issues is
good, whereas brand ambassador reliability is
less, so we can conclude that ambassador has
very less effect on consumer perception of Coca
Cola products.

• The correlation between dependent and

independent variables is positive, but not strong
enough as the values lies between 0 and 0.5.

• Only 7.7% of variation between dependant and

independent variable is explained.

SUGGESTIONS:

• This has been clearly defined that pesticides

issues have direct and more reliable impact on
consumer perception for Coca Cola products, so
awareness should be created within consumers
about the ingredients of the products and a
message should be sent about the safety ness of
the products.

• Brand ambassador has no much impact on

consumer perception so fewer amounts can be
spent on ambassador, and the same can be spent
on some other useful activities.

27
LIMITATIONS:

• Time factor is the most crucial one. The research

study was conducted within a short period of 2
months

• I have to wait for a long time to make

respondents fill the questionnaire, they being
busy with their work.

• To collect information from person to person

involved in their working hours all against their
threat of being exposed to personal confidential
information.

• It is also found that some of the respondents lack

interest, enthusiasm, initiative and involvement,
which in turn de-motivates me.

• The final and foremost thing is that very often the

respondents secrecy stands on the way to find out
the personal information regarding some aspects
of the study.
But in spite of these limitations, attempts have been taken
to make the research study a scientific and reliable one.

CONCLUSION:

28
Consumer perception on Coca Cola products plays a
major role, as it has direct impact on brand image and
sales volume of the products. The present paper explores
the major factors responsible for consumer perception
based on respondents’ perception on various independent
variable like brand ambassador and pesticides issues. It
also provides a framework of the factors which are taken
to assess the consumer perception on Coca Cola co. It
has been found that pesticide issues have more impact on
consumer perception than brand ambassador has.
Positive consumer perception among consumer is very
important for any organization and necessary steps
should be taken from time to time in order to increase
sales and create positive brand image, to lead
competition in the market.
CHAPTER VII

BIBLIOGRAPHY

Journals and Books

Naresh k. Malhotra, Saryabhusan Dash, 2009,

“Marketing Research” fifth edition

Vriens, and F. Ter Hofstede. 2000. “Linking Attributes,

Benefits, and Consumer Value.” Marketing Research: A
Magazine of Management and Applications, 5–10.

Kindig, L. June 2002. “Compare and Contrast.” Quirk’s

Marketing Research Review, 16(6), 48–50.

29
Calwell, C. J. Zugel, P. Banwell, and W. Reed. 2002.
“2001-A CFL Odyssey: What Went Right?” 2002
ACEEE Summer Study of soft drinks, V. 6, p.6.15-6.27

Segal, R. 1995. “Forecasting the Market for soft drinks in

California Using Conjoint Analysis.” The Marketing
Journal, V. 16, p.89-111.

Websites:

www.consumerpsychologist.com
www.eris.ed.gov
www.ingentaconnect.com
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CHAPTER VIII
APPENDIX:
QUESTIONNAIRE
My name is Ch. Padma. I am pursuing PGDM from IPE,
Hyderabad. I am doing a survey to find the consumers
perception on Coca Cola pvt ltd. This survey is a part of the
course. Your support (in terms of filling up this questionnaire)
is required to make this survey successful. Please fill up the
questionnaire which is given below. Your personal
information will be kept confidential.

SA A N D

1 2 3 4

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1. I feel Coca Cola is superior drink than other brand

2. I feel aerated drinks must be consumed less

3. I am a loyal consumer of coca cola products

4. My preference for coca Cola is impacted by the brand

ambassador

5. I would prefer non-celebrity as brand ambassador of coca cola

6. The brand ambassador reposes confidence in Coca Cola.

7. I started consuming less, after knowing about pesticides

issues.

8. I feel unsafe while consuming the product

9. I think company is loosing its image after pesticides issues

SA- Strongly agree D – Disagree

A- Agree SD- Strongly Disagree
N – Neutral
NAME
…………………………………………………………………
………………..
GENDER
Male: Female
(Please tick)
AGE
…………………………………………………………………
…………………...
OCUPATION
…………………………………………………………………
………….

Thank you very much for sparing the time to complete this
questionnaire.

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