A STUDY ON

CONSUMER
BEHAVIOR
TOWARD SOFT
DRINKS
Presented by:

Jagannath Baranwal
Shreekanth Dangi
Kamal Dev Singh

CONTENT

Introduction
Research Methodology
Data analysis
Conclusion
Questionnaire

INTRODUCTION

The major constituent of our body is fluid, it is an essential

requirement that need to be fulfilled. in modern life there
are different kind of soft drinks are available in market
such as carbonated drinks, milk product, juice and fruit
drinks.

Now days these drinks have been part of the life of all of
us, we all are well aware of these words.

Taste the thunder

Ye Dil mange more
Yeh hai youngisthan meri jaan
Do the DEW
Amul taste of India

Today soft drink not only reduce the thirst but also has
become style and fashion. The interest of survey is to know
what people like most about soft drinks and what attracts
them toward these products.
3

OBJECTIVE
1.

To understand consumer perception

toward soft drinks.

2.

To understand purchase behavior of

consumer.

3.

To understand relationship between

demography of population and purchase
behavior.

4.

To understand what people prefer most

towards soft drinks.
5

RESEARCH QUESTIONS
1.

What are the factors attracting people

towards soft drinks?

2.

What are the factors influencing peoples

choice?

3.

What people looks for in these products?

4.

What is the preference of people?

5.

What are the criteria for selection?

METHODOLOGY

Research design: Descriptive type

Sampling design:
Type of population: Infinite
Sampling unit: geographical sample unit
(Manipal)
Parameter of interest: Most popular soft
drinks among people. criteria of selection
of selection of soft drinks by people.
Sampling: : Convenient sampling (non
probability)
7

SAMPLING

sample size of 170 consumer was

A
selected from Manipal.

where, e = 0.1
Z = 1.96 at 95% confidence level; =
4/6

S.D= Range of population

6

DATA

Type: Primary

Data collecting instrument:

Questionnaire.

Scaling technique: Rating scale.

LIMITATION OF THE
STUDY:
1.

Responses may vary as some of people did

not want to come with real answer.

2.

Small sample size.

3.

Personal bias of respondents limit the scope

of study.

4.

Survey is conducted only in Manipal hence

results may not be generalized.

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DATA ANALYSIS

11

FREQUENCY TABLE

Gender of consumer

Valid

Male

Valid
Cumulative
Percent
Percent
65.9
65.9

Frequency
112

Percent
65.9

58

34.1

34.1

170

100.0

100.0

Female
Total

Gender of consumer
female
34.1%

male
65.9%

100.0

Inference:- The study

was performed on 170
people which were
randomly selected in
that major portion is
covered by the male
that is 65.9% and
female with 34.1%.
12

FREQUENCY TABLE

Consumers occupation
Frequency

Valid

Percent

Professional

23

13.5

13.5

13.5

Businessman

22

12.9

12.9

26.5

23
90
12
170

13.5
52.9
7.1
100.0

13.5
52.9
7.1
100.0

40.0
92.9
100.0

service
student
other
Total

Consumer's occupation
other
7.1%

Valid Percent

Cumulative
Percent

professional
13.5%

bussinessman
12.9%

student

service

52.9%

13.5%

Inference: - Out of 170

people surveyed the
major portion is covered
by the student 52.9%
and followed by
professional and service
person with 13.5% and
businessman with 12.9%
and other was found to
13
be 7.1%

FREQUENCY TABLE

Valid

Consumers age group

15-20
20-25
25-30
30-40
40-50
Total

Frequency
78
57
12
11
12
170

Percent
45.9
33.5
7.1
6.5
7.1
100.0

Consumer's age group

40-50
7.1%
30-40
6.5%
25-30
7.1%
15-20
45.9%

20-25
33.5%

Cumulative
Percent
45.9
79.4
86.5
92.9
100.0

Valid Percent
45.9
33.5
7.1
6.5
7.1
100.0

Inference: - The 170

people surveyed and
there age was found
to be 15-20 years
with 45.9%,20-25
years with 33.5%, 2530 years and 40-50
years with 7.1% and
30-40 years with
14

KIND OF SOFT DRINK

PREFERRED BY CONSUMER
Frequency
Valid

carbonated(pepsi
coke etc)
non carbonated

Percent
85

50.0

50.0

50.0

43

25.3

25.3

75.3

milk products

14

8.2

8.2

83.5

energy drinks

5.3

5.3

88.8

19

11.2

11.2

100.0

170

100.0

100.0

fruit juice
Total

Kind of soft drink preferred by consumer

fruit juice
11.2%
energy drinks
5.3%
milk products
8.2%

carbonated(pepsi cok
50.0%

non carbonated
25.3%

Cumulative
Percent

Valid Percent

Inference: - Out of 170

people the kind of soft
drink preferred by the
people are carbonated
(50%), non-carbonated
(25.3%), fruit juice
(11.2%), milk products
(8.2%)and energy
drinks (5.3%).
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WHY PEOPLE PREFER SOFT DRINK

Valid

Thirst
Energy
Style
passion
Other
Total

Frequency
90
11
34
23
12
170

Percent
52.9
6.5
20.0
13.5
7.1
100.0

Why people prefer soft drink

other
7.1%
passion
13.5%

thirst
style
20.0%

energy
6.5%

52.9%

Cumulative
Percent
52.9
59.4
79.4
92.9
100.0

Valid Percent
52.9
6.5
20.0
13.5
7.1
100.0

Inference: - 52.9%
people purchase soft
drink because they
are thirsty, 20.0%
purchase for style,
13.5% purchase for
passion, 6.5%
purchase for energy
and 7.1% purchase
for other purpose.
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CONSUMERS BUYING
REASON
Valid

brand name
taste and flavour

Frequency
79
46

Percent
46.5
27.1

Valid Percent
46.5
27.1

23
11
11
170

13.5
6.5
6.5
100.0

13.5
6.5
6.5
100.0

easy availability
price
brand ambassador
Total

Consumer's buying reason

brand ambassador
6.5%
price
6.5%
easy availability
13.5%

brand name
46.5%

taste and flavour

27.1%

Cumulative
Percent
46.5
73.5
87.1
93.5
100.0

Inference: Consumers buying

reason for soft drink,
major people i.e.
46.5% on brand
name, 27.1% on taste
and flavor, 13.5% for
easy availability,
6.5% on price, 6.5%
on brand ambassador.
17

PACKAGE PREFERRED BY CONSUMER

Frequency
Valid

plastic
bottle
glass bottle
metal cane
tetra pack
Total

Percent

44

25.9

25.9

25.9

35
69
22
170

20.6
40.6
12.9
100.0

20.6
40.6
12.9
100.0

46.5
87.1
100.0

Package preferred by consumer

tetra pack
12.9%

plastic bottle
25.9%

metal cane
40.6%

Valid Percent

Cumulative
Percent

glass bottle
20.6%

Inference: - The most

convenient package
preferred by
consumer is metal
cane (40.6%),and
followed by glass
bottle (20.6%),
plastic bottle
(25.9%), and tetra
pack (12.9%).
18

REASON TO ATTRACT TOWARDS

ADVERTISEMENT
Valid

creativity slogan

Frequency

Percent

Valid Percent

Cumulative
Percent

20

11.8

11.8

11.8

100

58.8

58.8

70.6

34

20.0

20.0

90.6

frequency of add

1.2

1.2

91.8

logical reasoning

14

8.2

8.2

100.0

170

100.0

100.0

brand ambassador
idea of advertising the
message

Total

Reason to attract towards advertisement

logical reasoning
8.2%
frequency of add
1.2%
idea of advertising
20.0%
creativity slogan
11.8%

brand ambassador
58.8%

Inference: Reason to
attract consumer
towards advertisement
is as brand ambassador
58.8%,idea of
advertising
20%,creativity
11.8%,logical reasoning
8.2% and frequency
of
19

TIME OF CONSUMPTION
Valid

morning
afternoon
evening
night
no specific time

8.8
26.5
11.8
8.2

Valid Percent
8.8
26.5
11.8
8.2

Cumulative
Percent
8.8
35.3
47.1
55.3

76

44.7

44.7

100.0

170

100.0

100.0

Frequency
15
45
20
14

Total

Percent

Time of consumption
morning
8.8%

no specific time
44.7%

afternoon
26.5%

evening
night
8.2%

11.8%

Inference: - The view

of consumer on the
consumption of the
soft drink on the
basis of time is as
follow , No specific
time 44.7%, evening
11.8%, afternoon
26.5%, morning
8.8%, night 8.2%.
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GENDER OF CONSUMER'S* KIND OF

SOFT DRINK PREFERRED BY CONSUMER
if yes what

Gender

Male

female

Total

Count
Expected
Count
Count
Expected
Count
Count
Expected
Count

carbonated(
non
pepsi coke
carbonate
etc)
d
70
7

milk
products
14

energy
drinks
6

fruit
juice
15

Total
112

56.0

28.3

9.2

5.9

12.5

112.0

15

36

58

29.0

14.7

4.8

3.1

6.5

58.0

85

43

14

19

170

85.0

43.0

14.0

9.0

19.0

170.0

Most of the male prefer carbonated drink while female prefer

non-carbonated drink.

Null hypothesis: Gender of consumers and Kind of soft drink

preferred by them are independent.

Alternative hypothesis: Gender of consumers and Kind of soft

drink preferred by them are dependent.
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CHI-SQUARE TESTS
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Value
66.024(a)
69.775
.039

4
4

Asymp. Sig. (2sided)

.000
.000

.844

df

170

a 2 cells (20.0%) have expected count less than 5. The minimum

expected count is 3.07.

Inference:- We reject the null hypothesis since

significance level is less than .05 and accept the
alternative hypothesis that gender of consumers
and kind of soft drink preferred by them are
dependent.

22

80

60

if y es w hat
40

carbonated(pepsi cok
e etc)
non carbonated

Count

20

milk products
energy drinks

fruit juice
male

female

gender

Most of the male prefer carbonated drink while

female prefer non-carbonated drink.
23

CONSUMER'S OCCUPATION * KIND OF

SOFT DRINK PREFERRED BY
CONSUMER

Most of the consumer prefer the carbonated drink.

Null hypothesis: Consumer occupation and kind of the soft drink

preferred by them are independent.

Alternative hypothesis : Consumer occupation and kind of the soft

drink preferred by them are dependent.
24

Inference: We reject the null hypothesis since

significance level is less than .05 and accept the
alternative hypothesis that consumer occupation
and kind of soft drink preferred by them are
dependent.

25

60

50

40

if yes w hat
carbonated(pepsi cok

30

e etc)
non carbonated

20

Count

milk products
10

energy drinks

fruit juice
professional
bussinessman

service

other
student

occupation

Most of the students prefer carbonated drink,

and the service man prefer the milk products.

26

CONSUMER'S AGE GROUP * KIND OF

SOFT DRINK PREFERRED BY
CONSUMER

The age limit from 15-20 and 20-25 prefers carbonated drinks.

Null hypothesis: Consumer age group and kind of soft drink

preferred by them is independent.

Alternative hypothesis: Consumer age group and kind of soft

drink preferred by them is dependent.
27

Inference: We reject the null hypothesis since

significance level is less than .05 and accept the
alternative hypothesis that consumer age group
and kind of soft drink preferred by them are
dependent.

28

The consumer with the age limit between 15-25

preferred carbonated drinks.
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CONCLUSION
1.

2.
3.

Youngsters prefers carbonated drinks

whereas most of older and service people
prefers juice and milk products.
Brand name plays major role in selection
of product followed by taste and flavor.
Most of the consumer were found in age
group 15-20 years with 45.9%,20-25
years with 33.5%, 25-30 years and 40-50
years with 7.1% and 30-40 years with
6.5%.

30

CONCLUSION
4.

5.

6.

The kind of soft drink preferred by the people

are carbonated(50%), non
carbonated(25.3%), fruit juice (11.2%), milk
products (8.2%)and energy drinks (5.3%).
52.9% people purchase soft drink because
they are thirsty, 20.0% purchase for style,
13.5% purchase for passion, 6.5% purchase
for energy and 7.1% purchase for other
purpose.
Reason to attract consumer towards
advertisement is as brand ambassador
58.8%,idea of advertising 20%,creativity
11.8%,logical reasoning 8.2% and frequency
of add 1.2%.
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CONCLUSION
7.

8.

9.

The view of consumer on the

consumption of the soft drink on the
basis of time is as follow , No specific
time 44.7%, evening 11.8%, afternoon
26.5%, morning 8.8%, night 8.2%.
We came to conclusion that visibility
affect the sales in a very special way
and in term of advertisement the brand
ambassador, creativity, Idea of sending
message is most attracting feature.
In todays scenario customer is the King,
he has got various choice around him, they
prefer their taste and price.
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Thank you

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