A STUDY ON

CONSUMER
BEHAVIOR
TOWARD SOFT
DRINKS
Presented by:
Jagannath Baranwal
Shreekanth Dangi
Kamal Dev Singh

1
CONTENT
Introduction
Research Methodology
Data analysis
Conclusion
Questionnaire

2
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
4
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?

6
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

8
DATA
Type: Primary

Data collecting instrument:

Questionnaire.

Scaling technique: Rating scale.

9
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.

10
DATA ANALYSIS

11
FREQUENCY TABLE
Gender of consumer
Valid Cumulative
Frequency Percent Percent Percent
Valid Male 112 65.9 65.9 65.9
Female 58 34.1 34.1 100.0
Total 170 100.0 100.0

Gender of consumer
Inference:- The study
was performed on 170
female

34.1%

people which were

randomly selected in
that major portion is
male

65.9%
covered by the male
that is 65.9% and
female with 34.1%.
12
 FREQUENCY TABLE
Consumers occupation
Cumulative
Frequency Percent Valid Percent Percent
Valid Professional 23 13.5 13.5 13.5
Businessman 22 12.9 12.9 26.5
service 23 13.5 13.5 40.0
student 90 52.9 52.9 92.9
other 12 7.1 7.1 100.0
Total 170 100.0 100.0

Consumer's occupation
Inference: - Out of 170
other
professional
people surveyed the
7.1%
13.5% major portion is covered
bussinessman
by the student 52.9%
12.9%
and followed by
professional and service
student
52.9%
service

13.5%
person with 13.5% and
businessman with 12.9%
and other was found to
be 7.1% 13
 FREQUENCY TABLE
Consumers age group
Cumulative
Frequency Percent Valid Percent Percent
Valid 15-20 78 45.9 45.9 45.9
20-25 57 33.5 33.5 79.4
25-30 12 7.1 7.1 86.5
30-40 11 6.5 6.5 92.9
40-50 12 7.1 7.1 100.0
Total 170 100.0 100.0

Consumer's age group Inference: - The 170

40-50

7.1%
people surveyed and
30-40 there age was found
to be 15-20 years
6.5%
25-30
7.1%
15-20 with 45.9%,20-25
45.9%
years with 33.5%, 25-
30 years and 40-50
years with 7.1% and
20-25
33.5%

30-40 years with

14
 KIND OF SOFT DRINK
PREFERRED BY CONSUMER
Cumulative
Frequency Percent Valid Percent Percent
Valid carbonated(pepsi
85 50.0 50.0 50.0
coke etc)
non carbonated 43 25.3 25.3 75.3
milk products 14 8.2 8.2 83.5
energy drinks 9 5.3 5.3 88.8
fruit juice 19 11.2 11.2 100.0
Total 170 100.0 100.0

Kind of soft drink preferred by consumer Inference: - Out of 170

fruit juice people the kind of soft
11.2%
energy drinks
drink preferred by the
5.3% people are carbonated
(50%), non-carbonated
milk products

8.2%
carbonated(pepsi cok
50.0% (25.3%), fruit juice
(11.2%), milk products
non carbonated
25.3%
(8.2%)and energy
drinks (5.3%).
15
 WHY PEOPLE PREFER SOFT DRINK
Cumulative
Frequency Percent Valid Percent Percent
Valid Thirst 90 52.9 52.9 52.9
Energy 11 6.5 6.5 59.4
Style 34 20.0 20.0 79.4
passion 23 13.5 13.5 92.9
Other 12 7.1 7.1 100.0
Total 170 100.0 100.0

Inference: - 52.9%
Why people prefer soft drink
people purchase soft
other

7.1%
drink because they
passion are thirsty, 20.0%
purchase for style,
13.5%

thirst
13.5% purchase for
style
52.9%
passion, 6.5%
purchase for energy
20.0%

energy
6.5%
and 7.1% purchase
for other purpose.
16
 CONSUMERS BUYING
REASON
Cumulative
Frequency Percent Valid Percent Percent
Valid brand name 79 46.5 46.5 46.5
taste and flavour 46 27.1 27.1 73.5
easy availability 23 13.5 13.5 87.1
price 11 6.5 6.5 93.5
brand ambassador 11 6.5 6.5 100.0
Total 170 100.0 100.0

Consumer's buying reason Inference: -

brand ambassador
Consumers buying
6.5% reason for soft drink,
price

6.5%
major people i.e.
easy availability
46.5% on brand
13.5% brand name name, 27.1% on taste
46.5%
and flavor, 13.5% for
easy availability,
taste and flavour
6.5% on price, 6.5%
27.1% on brand ambassador.
17
PACKAGE PREFERRED BY CONSUMER
Cumulative
Frequency Percent Valid Percent Percent
Valid plastic
44 25.9 25.9 25.9
bottle
glass bottle 35 20.6 20.6 46.5
metal cane 69 40.6 40.6 87.1
tetra pack 22 12.9 12.9 100.0
Total 170 100.0 100.0

Package preferred by consumer Inference: - The most

convenient package
preferred by
tetra pack

12.9%
plastic bottle

25.9%
consumer is metal
cane (40.6%),and
followed by glass
metal cane
glass bottle
bottle (20.6%),
plastic bottle
40.6%
20.6%

(25.9%), and tetra

pack (12.9%). 18
REASON TO ATTRACT TOWARDS
ADVERTISEMENT
Cumulative
Frequency Percent Valid Percent Percent
Valid creativity slogan 20 11.8 11.8 11.8
brand ambassador 100 58.8 58.8 70.6
idea of advertising the
message 34 20.0 20.0 90.6

frequency of add 2 1.2 1.2 91.8

logical reasoning 14 8.2 8.2 100.0
Total 170 100.0 100.0

Reason to attract towards advertisement Inference: Reason to

logical reasoning attract consumer
towards advertisement
8.2%

frequency of add

is as brand ambassador
1.2%

idea of advertising

20.0%
creativity slogan 58.8%,idea of
advertising
11.8%

20%,creativity
brand ambassador
58.8%
11.8%,logical reasoning
8.2% and frequency
19 of
 TIME OF CONSUMPTION
Cumulative
Frequency Percent Valid Percent Percent
Valid morning 15 8.8 8.8 8.8
afternoon 45 26.5 26.5 35.3
evening 20 11.8 11.8 47.1
night 14 8.2 8.2 55.3
no specific time
76 44.7 44.7 100.0
Total 170 100.0 100.0

Inference: - The view

Time of consumption
of consumer on the
morning consumption of the
8.8%
soft drink on the
basis of time is as
no specific time afternoon

44.7% 26.5% follow , No specific

time 44.7%, evening
11.8%, afternoon
night
evening

11.8%
26.5%, morning
8.2%
8.8%, night 8.2%.
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GENDER OF CONSUMER'S* KIND OF
SOFT DRINK PREFERRED BY CONSUMER
if yes what
carbonated( non
pepsi coke carbonate milk energy fruit
etc) d products drinks juice Total
Gender Male Count 70 7 14 6 15 112
Expected
56.0 28.3 9.2 5.9 12.5 112.0
Count
female Count 15 36 0 3 4 58
Expected
29.0 14.7 4.8 3.1 6.5 58.0
Count
Total Count 85 43 14 9 19 170
Expected
85.0 43.0 14.0 9.0 19.0 170.0
Count

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.
21
 CHI-SQUARE TESTS
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 66.024(a) 4 .000
Likelihood Ratio 69.775 4 .000
Linear-by-Linear
.039 1 .844
Association
N of Valid Cases 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
20
milk products
Count

energy drinks

0 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)

20 non carbonated

milk products
10
Count

energy drinks

0 fruit juice
professional service other
bussinessman 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.

29
CONCLUSION
1. Youngsters prefers carbonated drinks
whereas most of older and service people
prefers juice and milk products.
2. Brand name plays major role in selection
of product followed by taste and flavor.
3. 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. 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%).
5. 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.
6. 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%.
31
CONCLUSION
7. 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%.
8. 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.
9. 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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