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To know the consumption pattern and the awareness level of consumers towards Pepsi Co INTRODUCTION Pepsi Company is a world leader in convenient foods and beverages, with the revenue of about $29 billion and over 1, 53,000 employees. The company consists of Frito-lay North American and Frito-lay International the beverages business of Pepsi and Cola. North American, Gatorade / Tropicana North American and Pepsi Company of ready to eat cereals and other products. Pepsi company brands are available in nearly 200 countries and territories. Many of Pepsi Companies brands names are over years old, but the corporation is relatively younger. Pepsi Co was founded in 1965 through the merger of Pepsi and Cola and Frito-Lay. Tropicana was acquired in 1998 and Pepsi company merged with the Quaker Oats Company, including Gatorade, in 2001.

Pepsi Companies success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people.

The company mission is to be the world’s premier consumer product company focused on convenient foods and beverages. It seeks to produce healthy financial rewards to investors and they provide opportunity for growth and enrichment to their employees, their business partners and the community in which they operate and in every thing they strive for honesty, fairness, and integrity.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

The project is chosen to know the consumption pattern and the awareness level of consumers towards Pepsi Co, products and retailer response and expectation. Retailer is the person who place important role to push and influence products movement. The project chosen can help the company to know the factors through which consumer select soft drink and retailer’s opinion regarding company’s service, scheme, discount, offers and their expectation.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co LITERATURE REVIEW

CONSUMER BUYING BEHAVIOR Possibly the most challenging concept in marketing deals with understanding why buyers do what they do (or don’t do). But such knowledge is critical for marketers since having a strong understanding of buyer behavior will help shed light on what is important to the customer and also suggest the important influences on customer decision-making. Using this information, marketers can create marketing programs that they believe will be of interest to customers. As we might guess, factors affecting how customers make decisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years and analyzing customer activity have presented us with useful “guidelines” in how someone decides whether or not to make a purchase. Types of Purchase Decisions Consumers are faced with purchase decisions nearly every day. But not all decisions are treated the same. Some decisions are more complex than others and thus require more effort by the consumer. Other decisions are fairly routine and require little effort. In general, consumers face four types of purchase decisions: 

Minor New Purchases: These purchases represent something new to a consumer but in the customer’s mind is not a very important purchase in terms of need, money or other reason (e.g., status within a group).

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co 

Minor Re-Purchases : These are the most routine of all purchases and often the consumer returns to purchase the same product without giving much thought to other product options (e.g., consumer is brand loyalty).



Major New Purchases: These purchases are the most difficult of all purchases because these are important to the consumer but the consumer has little or no previous experience making the purchase AND is important. This type of decision often (but not always) requires the consumer to engage in an extensive decisionmaking process.



Major Re-Purchase: These purchase decisions are also important to the customer but the customer feels more confident in making the decision since they have experienced purchasing the product in the past. For marketers it is important to understand how consumers treat the purchase decisions they face. If a company is targeting customers who feel a purchase decision is difficult (i.e., Major New Purchase), their marketing strategy may vary greatly from a company targeting customers who view the purchase decision as routine. In fact, the same company may face both situations at the same time; for some the product is new, while other customers see the purchase as routine. The implication of buying behavior for marketers is that different buying situations require different marketing efforts.

Consumer Behavior

The decision process and physical activity individuals engage in

when

evaluating, acquiring, using, or disposing of goods and service.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

OR The mental, emotional, and physical activities that people engage in when selecting, purchasing, using, and disposing of products and services so as to satisfy needs and desires.

1. Decision Making as Problem Solving a) To make purchases, consumers go through a buying decision process that can be thought of as solving a problem. b) This process has six stages: (1) Need recognition (2) Choice of an involvement level (3) Identification of alternatives (4) Evaluation of alternatives (5) Decisions (6) Post-purchase behavior c) There a number of factors that may affect this model of decision making. i) The buyer can withdraw at any stage prior to the actual purchase. ii) Some stages in this model may be skipped, depending upon the buying situation. iii) The stages are not all of the same length. For example, a need may be recognized in an instant but the identification of alternatives to satisfy the need may take hours, days, or weeks. iv) Not all stages will be performed consciously for all purchases.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co d) Recognition of an unsatisfied need, or need recognition, creates tension or discomfort for the consumer. i) This need may arise internally, such as feeling hungry or thirsty, or ii) It may arise because of external stimulation through such things as: (1) An ad for a product, (2) The sight of the product itself iii) Needs may also be stimulated through dissatisfaction with a product the consumer is currently using. iv) Recognition of a need will often cause conflict for the consumer. (1) The consumer has to decide how to allocate his/her resources of time and money between competing needs. (2) If this conflict is not resolved, the buying process stops. e) The choice of an involvement level is when the consumer decides how much effort to exert in satisfying a need. The more effort exerted, the higher the involvement. i) Involvement tends to be greater under any of the following conditions: (1) The consumer lacks information about the purchase (2) The product is viewed as important (3) The risk of making a bad decision is perceived as high (4) The product has considerable social importance (5) The product is seen as having a potential for providing significant benefits. ii) Most buying decisions for relatively low-priced products with close substitutes are low involvement. This would include most products sold in supermarkets, and variety stores. Babasabpatilfreepptmba.com

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

iii) It is important to remember that involvement is consumer related and not product related. This means that a low involvement product for one person may be a high involvement product for another person. (1) The purchase of stereo may be a high involvement purchase for consumer who is concerned about the cost, but (2) Be a low involvement purchase for a wealthy consumer who is buying for a family room. iv) Impulse buying is an important form of low-involvement decision making. (1) These are purchase decisions that are made with little or no advance planning. (2) Shoppers have been conditioned to do more impulse buying through self-service, open display retailing. (3) Because of this greater emphasis must be placed on getting shoppers in the store and making packages and displays more appealing. f) Identification of alternatives includes both product and brand alternatives. This may be simple as a memory scan or an extensive search. i) The consumer must first identify which of the major product categories might satisfy the experienced need. For example, a need for transportation may be satisfied by automobiles, motorcycle, motor scooters, or bicycle. ii) Then the consumer must choose which brands from the selected category to consider. Using the previous example, the consumer chose motorcycle and not must consider Honda, Yamaha, Kawasaki, and Harley-Davidson. iii) The search for alternatives will be influenced by:

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co (1) How much information the consumer already has from past experience and other sources (2) The consumer’s confidence in that information (3) What the time and money costs would be to collect more information. g) Evaluation of alternatives involves establishing criteria with which to evaluate each alternative before making a decision. (1) This may be a single criterion or several criteria. If there are several criteria, they normally do not carry equal weight. (2) The criteria that consumers use come from (a) Past experience and feelings toward various brands (b) Opinions of family members and friends. h) The purchase decisions are a series of related decisions the consumer must make if they decide to make a purchase. i) These decisions may take a long time and include such things as: (1) Special features of the product (2) Where and when to make the actual purchase (3) How to take possession (4) Method of payment. ii) One of the most important of these decisions is which store to purchase the product from. The reason a person shops at a certain store are called patronage buying motives and include: (1) Feeling comfortable in the store (2) Having people like themselves shopping in the store (3) An environment that reflects their values

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co iii) Successful retailers evaluate their target customers carefully and design their stores accordingly. iv) It is important to understand customer satisfaction because that is what the marketing concept is built on. (1) Customer satisfaction is based upon a comparison between the consumer’s expectations before using a product and his actual experience with the product. (2) A consumer is satisfied when the product experience equals or exceeds expectations. (3) A consumer is dissatisfied when the experience falls short of expectations. (4) Marketers can influence consumer’s expectations through advertising claims and sales presentations.

(5) Marketers can influence the consumer’s experience through the quality of the product. i) Post-Purchase Behavior can influence repeat sales and what the buyers tell other about the product. (1) In all but the most routine purchases, consumers may experience anxieties that are explained by the theory of cognitive dissonance. Cognitive Dissonance is any time there is inconsistency in a person’s cognitions such as knowledge, attitudes, Beliefs, and values. (2) Post purchase dissonance occurs because each of the alternatives considered by the consumer has both advantages and disadvantages. So

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co even the selected product has some drawbacks while rejected alternatives have some advantages. (3) Dissonance typically increases as: (i) The dollar value of the purchase increases (ii) The degree of similarity between items selected and items rejected increases (iii)

The relative importance of the decision increases.

(4) To help reduce post purchase dissonance consumers: (i) Avoid information that is likely to increase dissonance (ii) Seek out information that reinforces the selected product; and (iii)

Spend more time in pre-decision evaluations.

(5) Marketers can help reduce dissonance through: (i) Reassuring buyers through their advertising and personal selling (ii) Giving quality post-sale service.

A GENERAL SET OF QUESTIONS FOR UNDERSTANDING BUYER BEHAVIOR MIGHT INCLUDE:

1. Who initiates the buying process? 2. What event or factor stimulates a need to purchase? 3. What are the constraints associated with the decision? 4. Is this a one time or repetitive purchase situation? 5. What criteria are used to evaluate alternative products?

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co 6. How are these criteria set? Which criteria are most important and how will they change over time? 7. Whose opinions influence the evaluation of alternative purchases? 8. Who makes the final buying decision, and does any one individual have effective veto power? 9. Who implements the actual purchase transaction? 10. Who uses the product once the purchase has been made?

Action Steps for Behavior Change This is a circular process. Working through steps 2, 3 and 4 may lead to redefining the objective in step 1. 1. Define your objective. What is your desired end result? You may begin by thinking broadly, but narrow your objective so it’s achievable and, if possible, measurable. How will you know when you’ve achieved your desired result? 2. Select your audience. Brainstorm the possible audiences you could work with and choose one. Pick the one most likely to get your desired result. 3. Learn about your audience. What do they need? What do they want? What do they

know? What are their perceptions? Who do they respect? Who do they

interact with (business and social networks)? Define the specific change you want the audience to make to achieve your overall result. 4. Find out about your audience’s barriers to making the change. Go ask your audience. Possible barriers include: External: it costs too much, technology isn’t available, laws are conflicting, etc. Personal: they don’t recognize the problem, don’t know what to do, don’t consider it a priority, etc.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co 5. Develop strategies to reach your audience, using the behavior change principles (e.g., commitment, feedback, credibility, role models). Are there community or political leaders, associations, retailers, innovators, or other specific target groups that could help you reach your desired end result? 6. Develop a method to measure the effectiveness of your strategies. Refer back to your objective in step 1.

SUMMARY:

Key Behavior Change Principles



Just providing information has a limited effect on behavior. There is no

clear causal relationship between providing information and changing behavior. 

a. Learn about your customer or audience. What do they know? Care

about? Think about? Who influences them? 

b. Address the barriers to changing behavior. Barriers may be external (it

costs too much, technology isn’t available, laws are conflicting) or personal (the person doesn’t recognize the problem, doesn’t know what to do, doesn’t consider it a priority, thinks it’s too hard).  1. Getting involved is the first step to making a commitment, and making a commitment makes people more likely to act. Small commitments lead to big ones. Start by getting the shop owner involved in a visit. Then ask them to sign a form stating changes they will make.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co  2. Feedback and follow-up are important. Feedback gives people cues about the impacts of their behavior changes. Additional contact is also very important in motivating people to stick with a task.  3. People will listen first to their friends or relatives, or others they see as credible. What they hear at a dinner party will have more weight than a comprehensive data summary. 4. Change agents and role models are important. A few people in a group will typically adopt innovative ideas and behaviors first, and spread them through the group. Find these people and help them successfully adopt a new behavior.  5. Changing attitudes may not change behavior. There is no strong, direct or consistent relationship between attitudes and subsequent action.  6. Incentives may help change short-term, but probably not long-term, behavior. People may respond to incentives by changing their behavior, but when the reward is removed, they generally revert to their original behavior.  7. If you need to provide information, present it effectively. People are more likely to pay attention to information that is: Vivid: Use language that conjures up a vivid and memorable image, or provide a demonstration that will stick in someone’s mind. Personal: Make statistical data personally relevant. Talk about personal consequences or refer to a group with which the person identifies.  Specific and concrete: Tell them how to do the behavior you want them to do. Stated in terms of loss rather than gain: Focus on showing people or businesses how much they are losing every month or year by not doing a specific behavior. Told as a story: Use success stories as a motivating example. Babasabpatilfreepptmba.com

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co ď ˛ď ˛Emotional: People tend to be persuaded more by emotional messages than logical ones.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co STATEMENT OF THE PROBLEM

In the highly competition world, today every company is struggling to achieve its position in the market. Every company has its own position in the market. Every company has its own polices, own channels and own management. The success or the failure of the company depends mainly upon how they market their products and sell their products. In this study efforts are being made to understand the Consumer Buying Behaviour and how to encourage retailer to push Pepsi products in Belgaum city, which is a potential market for the company. Based on consumption pattern of consumers and retailers opinion and their expectation futher marketing strategy can be decided. Management Problem: As there is a Pierce competition going on between Pepsi Co brands, CocoCola and other local brands for the reason the Management wants to know the consumption pattern of consumers and Retailers response and exceptations to-wards Pepsi Co Products. Research Problem: The study was made to know the consumer buying behavior and Retailers response towards Pepsi Co products.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

SCOPE OF THE STUDY:

The study was confined to the part of Belgaum city covering various Areas like:-1) Shapur

2)Vadagaon

3)Station road

4)R.P.D.

5)Khanapur road

6) Nehru nagar

7) Fort road

8) Hindalga

9) Udyambag

10) College road

Are based on the Market survey through Questionnaires. The total number of Samples being 100 Customers and 30 Agents.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

OBJECTIVES OF THE STUDY: 1. To know the consumer awareness level towards Pepsi Co products. 2. To study the perception of consumers about the Pepsi products. 3. To study the various parameters through which consumer select soft drink. 4. To know the Retailers response and expectations towards Pepsi Co Products

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co ORGANIZATION PROFILE

Necessity is the mother of invention. . Late Shri Modhubab Timblo, prominent industriously & business entrepreneur of Goa, found that the soft drinks in northern part of Karnataka are being supplied from out side the State. Hence he found the need of producing soft drinks for people of Karnataka from the land of Karnataka and from the water of Karnataka itself. Accordingly the dream of modern manufacturing plant came into reality in 1984 and Nectar beverages Pvt.Ltd., a beverage plant was commissioned on the our skirts of Dharwad, on the N.H.No.4. Pepsi Co was founded in 1965. The CEO of Pepsi Co. is Mr. Neel Buhr and CEO of Pepsi India is Mr. Raju Bakshi and CFO is Ms. Indra Noori. The employees’ strength is 1, 53,000 and it operates in around 200 countries.

MISSION: “We are committed to produce & deliver top quality product to our consumer. To be the World’s Premier Consumer products focused on convenient foods and beverages. In every thing we do we strive for honesty, fairness and integrity”. •

To achieve this every batch of incoming raw materials are checked for quality by our Quality Assurance Department.

We use only high grade sugar

Apart from this, on line & final product checks are carried out at regular intervals.

We purchase raw materials only from approved sources, approved by independent laboratories of internal repute.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co •

The entire range of equipments is made out of superior grade Stainless Steel Material.

•

We give special attention to o Personnel Hygiene & Sanitation o House Keeping o Good Manufacturing Process o Special attention is also given to keep the Factory Surroundings Clean & Green by growing Lawn

NBPL: Nectar Beverages Pvt. Ltd, Dharwad is a franchisee of Pepsi Co. Late Shri Madhubab Timblo, Prominent Industrialist and business entrepreneur of Goa founded it in 1984. Nectar Beverages belongs to big house of Goa, under the banner of Fomento Group. The group deals in Hotel, Soft drinks and 100% F.O.Us of Mining in Goa, Karnataka and Andhra. Mr. Prashant Timblo heads it, the idea son of the illustrious father late Mr. Madhubab. Nectar Beverages has carved a special niche in the map of softdrnks in the country. Thus enjoys the highest reputation in the soft drinks market for quality products of international brand such as Pepsi, 7Up, Mirinda (orange), Mirinda (lemon), EverlessSoda, Slice etc. utmost care is being taken from the beginning of collection of the raw water till it turns into a sophisticated flavour drink.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co MARKETING ENVIRONMENTAL AUDIT Amcro environment: I. Demographic: •

Age: The Indian population has >50% people between the age group of 12-26 which is an opportunity to the company.

Family size: Increase in Nuclear families acts as an opportunity to the company.

Family Life Cycle: Increase in number of DINK’s (Dual Income No Kids) is also an opportunity.

Gender: Doesn’t make any difference as such.

Income: Plays a major role

Occupation: Affects the buying behavior

Education: Students are very potential customers. II. Economic: Price of the product and the credit peri9od play a major part in running the business.The increase in disposable income of end consumers has definitely helped the company to increase its sales.

III. Environmental: 90% of any carbonated beverage is constituted of water, which is a scarce natural resource. IV. Technological: The continuous efforts are on to reduce the cost of production. V. Political: Politics may affect the business to some e4xtent. VI. Cultural:

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co Public has a good attitude towards company. Pepsi is a lifestyle brand so any change in the lifestyle of customers directly affects the brand.

TASK ENVIRONMENT I.

Markets: The major market segments are

II.

Alcoholics in bars

Students in soft drinks hoses, restaurants, convenience stores.

Families, which like to store pet bottles.

Customers: Need of customers is to drive away thrust.

III.

Competitors: The major competitor is Coca-Cola along with local/ unorganized sector.

Pepsi Co. Brads

Coca-Cola’s brand

Pepsi 7up Mountain Dew Mirinda lemon Mirinda orange Slice

Coke Sprite Thums Up Limca Fanta Maaza

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co IV.

Distribution and Dealers: The 3 main channels to reach the consumers are

Production unit

Distributor

Convenience E.g. Pan shops Bakeries

Groceries - General stores

Restaurants - Bars -Coldrink - Canteens

Theatres Snooker bars Consumers

V.

Suppliers: The suppliers are of bottles, caps, openers, posters, advertising boards,

sugar, flavors. Etc.,

VI. Facilitators and Marketing firms: The transportation were housing is outsourced. Pepsi Co has excellent advertising agency. Pepsi Co is rated as top 3rd brand in India after ITC . VI. Publics: Teenagers and Alcoholics form a major opportunities.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co SITUATIONAL ANALYSIS

The major players in soft drink market in India are Coca-Cola and Pepsi Co; both companies have strong brands, which compete against each other. The current industry growth rate is 8%, which was 22% before the pesticide issue. The pesticide issuer has affected both the company’s sales and market share very badly. The end result was the consumer’s shifting to health drinks, which is an increasing trend and threat to both the companies. In order to increase their market share both the companies introduced 200 ml bottle, which helped the total industry to grow by 10%. Currently there is a price war going between both the companies. In Belgaum market the supply is not meeting the demand in some areas. The Pepsi Co. can still do better if the supply and service is taken care of.

INDUSTRY PROFILE

The Indian Carbonated Beverage Industry is a very dynamic industry. The softdrnks are the life style brads and are closely related with the consumers. The passion for cricket in the country makes it a unique market. The Indian Carbonated Beverage Industry is worth Rs.1000crore, which is equal to 270mm cases i.e., 6480mm bottled. The current growth rate of industry is 8%. Among the total Cola product 62% is of softdrnks and 36% is a orange, cloudy lime, clear lime and mango juices.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co Out of 62% soft drink market Pepsi Co. has 46.7%, market share where as coca cola has 45.5%, the rest 6.8% is captured by unorganized sector. The main ingredients of a softdrnks are water, sugar, added flavors, and carbonated gas. Though some channels like Bar and Restaurants run business throughout year, for other channels the peak season is between February to June. In Belgaum market Pepsi Co. captured more than 60% of market share in such areas like Shapur, Vadagaon, Majagaon, Station road, Tilakwadi, Udyambag, Khanapur road, Camp area, Sambra, Angol, Bhagya Nagar, Deshmukh galli, Fort road, Hindalga road, Hindwadi, Kirloskar, Nanawadi, R.P.D. area, Uchagaon, Sulga, Turmari and Shinoli. Manufacturing Process: WATER AND WATER TREATMENT Pure water is taste less, colour less and odour less. Water as it occurs in nature, whatever the source, always contains impurities in solution or in suspension. The determination of these impurities makes water analysis necessary and the control of these impurities makes water conditioning essential. The various sources of water can be classified as – Rainwater, surface water, ground water. Irrespective of the source of water, the water has to be tested and treated before raking into the production. Testing and Treatment procedure adopted at M/s. Nectar Beverages Pvt.Ltd., Dharwad. The source of water at Nectar Beverages Pvt.Ltd., is ground water. The

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co water is tested or various parameters like, hardness, alkalinity, suspended impurities, and for Microorganisms. Treatment Procedure: There are two types of water treatment adopted at Nectar Beverages Pvt.Ltd., 1. Chemical Batch Treatment: This water is used for beverage purpose. 2. Ion Exchange: This water is used for Boiler Feed water, Cooling tower, D.G.Sets., Condenser, Heat Exchanger & Bottle washer. 1.

Chemical Batch treatment process:

Here, the raw water is

collected in storage tanks and dosages for chemical treatment is given according to the characteristics of the raw water. The source of raw water is bore well. At preset; we are holding three water treatment storage tanks, ou8t of which two tanks are of 3,00000 ltr. Capacity and one is 4,00000 ltr capacity. Raw water is collected from the bore wells in the storage treatment tanks and analyzed the characteristics of raw water Viz- P- alkalinity, M- alkalininity, temporary hardness and calcium hardness, afterwards chemical dosages are fixed. After addition of chemicals, mechanical agitator stirs the water, and 3 hors contact period is given before taking the water for production. Treated water passed through sand filter to remove and floc carry over, then an activated carbon filter, which removes chlorine, and off tasted/odour causing impurities. Finally it goes through 5 Micron pore size polishing filters to remove and carbon that may have been carried out over from the carbon purifier, and then through ultraviolet. Chlorine concentration is maintained at 6 to 8 PPM level before carbon filter and 2 hours contact time prior to dechlorination.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

Details of Chemicals used: 1.

Lime: Added to remove alkaline compounds from water to an acceptable level and to reduce temporary hardness.

2.

Bleaching powder: Added for chlorination to oxidize micro organism.

3.

Ferrous sulphate: Added for coagulation and flocculation i.e., to remove the suspended solids and also insoluble materials created by chlorination and alkalinity reduction is removed.

The sludge is drained and the treatment tanks cleaned with water after every treatment and then fresh raw water is taken for fresh treatment. ION Exchange Method: Source of water – Bore well Liquid hypochlorite is injected into the on-line water flowing from Borewell to raw water tanks. Once the raw water is chlorinated, after giving sufficient contact time, the water is passed through sand filter, carbon filter and resin bed. Then the soft water is stared in soft water storage tanks. Before the water goes into storage tanks, 2- PPM of chlorine is injected into the on-line water flowing from softener to soft water storage tanks. Contact time in storage tank is minimum 2 hours. Then the water from the tank are being pumped on it passed through 5 Micron pore size polishing filters to the bottle washer/boiler. The concentration of chlorine at the final outlet will be around 2 PPM.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

SWEETENING AGENT & SYRUP PREPARATION Sweetening agents are those subsistence, which when blended with flavour, acid, etc., will provide satisfactory sweet taste in the finished beverage. They also furnish body, which helps to carry or transits the flavour. They also give energy or food value to the beverage. Sugar is the sweetening agent, which is used in our industry. Sugar is colour less or white when pure and derived from sugar cane. Syrup Preparation: The preparation of the syrup is certainly one of the most important operations in the beverage plant, both from the standpoint of sanitation and control of concentration. The object in syrup making is to prepare satisfactorily bended and finished syrup from which uniforms beverages of high quality can be produced. Normally required quantity of sugar of high quality is added to treated water and heated to 85’ C, in a high grade stainless steel double jock vessel. Activated carbon is added to this to remove impurities. Impurities along with activated carbon added to the sugar are separated from the sugar solution by filtering the sugar syrup. Filter paper and Hyflo supercel are used as filter aid. The temperature of the clear syrup thus obtained is brought down to 20’C and stored is called “Simple” syrup. When the syrup is completely prepared by the addition and blending of all flavoring ingredients it is called as “Ready” / “Finished” / Flavored syrup. The syrup is ready for use in production process.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

CO2 & CARBONATION The phenomenal of acceptance of carbonated beverage as a form of refreshment is done in part to a unique taste, Zest, and sparkle imparted to the beverage by Carbon Di-Oxide. It also adds to the life of the beverage. The CO2 used for Beverage purpose are 99.9% pure, free from moisture, air, oil, grease and other impurities. The amount of CO2 dissolved in solution is called as volumes. The number of volumes of gas in the finished beverages has a definite relationship to the taste of the beverage.

Correct carbonation means a sparkling, stimulating, thirst quenching

beverage that completely refreshes and satisfies the consumer. Since there is definite relationship between taste and carbonation, it is extremely important to determine and maintain the carbonation, which has proved most acceptable through experience in consumer section. The technique adopted at M/s. N.B.P.L. For carbonating the beverage is as under: The ready syrup, which is prepared and stored in ready syrup tanks, is taken to the bottling line. It is passed through a machine called ‘Premix’ where the syrup is automatically diluted with treated water to the required level. Once it is diluted it is sent to the carbonator for carbonation. For

carbonating

the

beverage

a

mechanical

device

known

as

“CARBONATOR” is used. Co2 gas enters the carbonator through a valve at the top of the body of the carbonator. The dome as well as the body of the carbonator is filled with gas. Syrup is sprayed into the carbonators from the top, which flows down

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co through the baffle plates provided inside the carbonator. As the water flows down it gets mixed with the Co2 gas present inside the carbonator. Carbonation can best be obtained by increasing the pressure inside the carbonator vessel and by pre-cooling the syrup before it is pumped to the carbonator. Low gas volume product need not be pre chilled. CONCENTRATES Flavoring Materials used in making carbonated beverages are primarily are alcoholic extracts, emulsions, alcoholic solutions or fruit juices. Concentrates or non-alcoholic beverage bases are supplied by our principal company from Channo (Punjab) having international standards. On addition of concentrate to the simple syrup we get respective finished syrup ready for further process to bottle beverages. BOTTLE WASHING AND BOTTLE INSPECTION ONE of the most important aspects of the bottling operation is the cleaning of the reusable bottle when it returns to the bottling plant. In order to be reused the bottle must be sterile, of acceptable appearance, rinsed free of any detergent or sterilizing agent, and of good mechanical strength. The object of bottle washing is to product both a clean bottle and sterile one. The fact that the bottle looks clean does not indicate it is sterile, and on the other hand, a dirty looking bottle may be a sterile one. The present day bottle washer is designed to both clean and sterilize bottle before sending them to the filling line.

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Bottle Washing Compounds: Members of the alkali family of chemicals make up the basis of most bottle washing compounds. Caustic soda is the principle ingredient because it has by far the best germicidal properties. We also add certain chemicals to caustic solution to improve the detergent action of the solution. Three factors are crucial in the germicidal efficiency of the washer. These are: contact time, caustic strength and temperature. Operations of the Bottle Washer: 1. The first step in the operation precedes the washer. When the cases of empties return to the bottling plant, they must be sorted and culled to remove especially dirty bottles, or ones contaminated with paint, tar, etc., or chipped or broken bottles. This operation is often done by hand. 2. The inspected bottles are feed into the bottle washing machine, automatically. The bottles are turned up side down to drain any contents and given a pre rinse spray wash both internally and externally with plain water with certain pressure. This operation is called pre rinse operation. Then the bottles are moved to pre wash compartment, where the bottles are spray washed both internally and externally with 1 to 1.5% caustic solution @ 45’C to 55’C temperature. 3. Bottles are then, moved into a tank in the bottle washing machine, where the bottles are soaked with caustic solution of 3 to 3.5% @ 75’C temperature. To get Babasabpatilfreepptmba.com

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co this best results that bottles are to be soaked in this compartment for a minimum of 7 minutes at the caustic strength & temperature given as above. This operation cleans and sterilizes the bottle. 4. Then the soaked bottles are moved to a compartment called “Hydro”, where again the bottles are given spray wash both internally and externally with 1 to 1,5% caustic wash @ 50 to 55’C. 5. Bottles are moved to a compartment called pre-final compartment where again the bottles are given spray wash with soft water to remove the caustic traces. Here the temperature is maintained around 40 to 45’C. Finally bottles free from caustic moved to a compartment called final rinse compartment where the bottles are again, wated sprayed both inside and outside with soft water to deliver clean and sanitary bottles to the conveyor enroute to filler at ambient temperature. Before the bottles moved through the conveyor, the bottles are subjected to methylene blue test to ensure the bottles are free from mold and as also tests are carried our to determine whether the bottles are free from caustic traces. These tests are done at random. Then the washed bottles are moved through conveyor to filler for filling operation.

Before the bottles are moved to filler the bottles are subjected to visual

inspection, which is called bottle inspection.

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Bottle Inspection: The clean bottles undergo inspection after they leave the washer and before they arrive at the filler. Inspection can be done visually by an individual. It is a job requiring a great deal of concentration and no individual can be efficient for long stretches at time. Provision should be made for changing inspectors frequently, and adequate bring diffused light should be provided which illuminates all parts of the bottle effectively, but does hot glare in the operators eyes. A receptacle should be provided, convenient to the inspector for non-usable bottles, and cases should be handy to accumulate unclean bottlers for rewashing. Those bottles found acceptable to the empty bottle inspector are sent for filling and crowning.

FILLING AND THE BOTTLING LINE The bottles, on a suitable conveyor line arrive at the rotary filler, which is equipped with filing heads. The beverages filling unit includes a filling tank, which receives beverage from the carbonator. The tank is also connected to the gas chamber of the carbonator.

This

connection insures balanced pressure and a proper beverage level in the tank. On entering the head, the bottle is sealed to the filling valve and a counter pressure is established in the bottle. At this point, the pressure inside the bottle is equal to and derived from the filling tank.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co Once the bottle is properly pressurized, carbonated water flows in displacing air and Co2 in the bottle. The displaced gas passes through the counter pressure lines back to the top of the filler tank. When the proper level of beverage in the bottle is reached, the supply is cut off and the top gas pressure in the bottle is snifted to the atmosphere. Once the top pressure has been released, the bottle is removed from the valve and passes to the crowner. The crowning unit consists of the hopper for holding the crown supply, a crown chute and the crowning mechanism. The crowned bottle then moves from the crowner on to the out feed conveyor.

Final Inspection Point: Then the sealed bottles are moved on a conveyor line and it is subjected to a final inspection. Where the inspector checks for un crowned bottles, over/under filled bottles, foreign matter (if any), and for any other visual defects. Once the inspector satisfies with the quality of product and package, he allows moving the bottles, further to the collecting table, where the bottles are manually collected and put in the crates of 24 bottles and moved further for warehousing, and awaiting shipment.

Plant Sanitation The most scrupulous sanitation practices are essential in soft drink plant. The highest standard of cleanliness for premises, personnel and equipment is obviously necessary due to the type of operation involved that of manufacturing a food product.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co Sanitation is necessary to insure the keeping qualities, proper appearance and full flavour of any soft drink. When the equipment becomes contaminated, yeast, bacteria or mold microorganisms begin to appear in the finished beverage. Increased number of these microorganisms will cause the development of undesirable tastes and odors and ultimate spoilage of the product. Nothing will kill the demand for a beverage any quicker than off-tastes and odors or product spoilage. Hence sanitation, good plant house keeping and good manufacturing practice are strictly implemented at N.B.P.L.

Quality Assurance Perhaps the most important activities in a bottling plant are those concerned with the maintenance of the standards of purity and uniformity set for the beverages produced. These activities can be grouped together under the heading of Quality Assurance. To get the top most quality of finished product, all the ingredients such as water, sugar, Co2, concentrate are strictly inspected and analyzed by our Quality Assurance Department. Apart from raw materials, on line sampling, finished products are also tested. Samples of beverages produced are picked up from the market for testing by independent laboratories of international repute.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

ORGANIZATION CHART

Nectar Beverage Pvt. Ltd

Sales & Marketing Head

Territory Development Sales manager

Marketing Manager

Prod.n Manager Area sales Manger 1

Area sales Manager 2

CE1

CE1

CE2

Distributor1

CE3

CE4

Dist.2

Route1

CE2

Dist.3

Route2

Finance Manager

Dist.4

Route3

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SAMPLING:

Sampling and data analysis play vital role in the reaearch project with perccribed plan and suitable sample size. The kind of sample taken for this study report is Stratified Random sampling

one where the population is divided into

mutually exclusive and mutually exhaustive strata or sub-groups and then a simple random sample is selected within each of the strata or sub group. Thus the population is divided into different strata on the basis of regions. They include cluster, multi stage and area sampling. Hence the sample taken for this study is Area sampling with the size of 100 Respondents and 30 retailers in Belgaum city. Area Sampling: It is a form of Multi stage sampling in which maps, rather than lists or registers, are used as the sampling frame. In area sampling, the overall area to be covered in a survey is divided into several smaller areas within which a random sample is selected. However, Stratification in area sampling is based on geographical considerations. Sampling Process 1. Population: People from the Belgaum. 2. Sampling frame: Outlet list of Belgaum city Retailers, consumers. 3. Sampling unit: Individual respondents and Retailers of Belgaum city. 4. Sampling size : 100 customer & 30 Retailers 5. Sampling Method : Stratified Random sampling. (Area Sampling) Babasabpatilfreepptmba.com

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co Survey Technique: Once the researcher has decided to go for the survey method for collecting the required Primary data. Then he should take a right decision among the various survey techniques. Then various techniques are:  Personal Interview (Questionnaire)

RESEARCH DESIGN: The research design has been designed to analyze and understand consumer buying behavior and retailer’s response and expectations towards Pepsi Co products. Steps in the Research Design •

Define the research problem

Estimate the value of Information

Select the data collection method

Select the measurement technique

Select the Sample

Select the Analytical Approach

Evaluate the ethics of the Research

Specify time and financial cost

Prepare the Research Proposal

• 1. Define the research problem Consumers buying behaviour and Retailers response towards Pepsi Co products in the Belgaum City.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

2.

Estimate the value of Information The value of information should exceed the expected cost. I am conducting the

sample survey method; because the population is very high & sample size for my research will 130 in number.

Step 3: Select the data collection method:

Secondary research: Internal Secondary data- Dealer of the company Survey Research: Personal interview with the respondents.

Step 4: Select the measurement technique: Descriptive type of research, using the questionnaire with rating scale, open & close- ended questions.

Step 5: Select the sample: The sample would be the both customers as well as the Retailers of Pepsi Co products, with different areas within Belgaum City.

Step 6: Select the Analytical Approach: Analyzing the collected information with the help of percentages (%) using MS-Excel software.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

Step 7: Evaluate the ethics of the Research: The collected information (data) will be used for solving the management problem and not for any non-ethical objects; the main objectives will be addressed.

Step 8: Specify time & financial cost: Time needed is two months (8 weeks) and the financial costs are,  Daily expenses about 20/- for two months it would be, 1200/ Stationary and Printing about, 1500/Total financial cost = 1200 + 1500

= 2700/-

Step 9: Prepare the Research Proposal: My understanding of this project is as follows, As there is a high competation going on with Pepsi , Coco–cola in the Belgaum city, So the management wants to know what are the Customers as well as Retailers expectation and responses towards Pepsi Co products.. For this purpose there was need to know the Consumer Behavior Behaviour towards Pepsi Co products..

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DATA COLLECTION METHODS:

The information necessary for this research study is collected by tapping primary and secondary sources. The sources are as follows:

Primary Sources: a) Questionnaire b) Personal interaction Secondary Sources: a) Company Websites b) Related Information from Internet c) Company Reports.

MEASURING TOOLS: The measurement and evaluation of the data is done using statistical tools and techniques such as simple percentage method, mean, graphical representation with help of data code sheet using MS Excel software.

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ANALYSIS AND INTERPRETATION Consumers Consumer preferring soft drink. Yes No

88 12

88% 12%

100 88

90 80 70 60 50 40 30 20

12

10 0 Yes

No

Interpretation: According to the survey we come to know that 88% of respondents prefer soft drink and 12% do not prefer soft drink

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Which particular brand do you prefer? Which particular brand do you prefer? Pepsi Coke Others

36% 49% 15%

32 43 13

15%

36% Pepsi Coke Others

49%

Interpretation: According to the survey we come to know that 49% of respondents have given first preference to Coke, 36% of respondents to Pepsi, 15% respondents to other local brands.

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How often do you prefer to have soft drink?

Regular Occassional

34% 66%

30 58

66%

0.7 0.6 0.5 0.4

34%

Regular Occassional

0.3 0.2 0.1 0 1

2

Interpretation: From this survey we can see that 66% respondents are consume soft drinks occasionally and 34% respondents consume soft drink regularly

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Where do you buy soft drink? Bakery Bar Soft drink outlet Restaurant

12% 42% 22% 24%

11 37 19 21

0.45

42%

0.4 0.35 0.3 0.25

22%

24%

Series2

0.2 0.15

Series1

12%

0.1 0.05 0 Bakery

Bar

Softdrink outlet

Restaurant

Interpretation: From this survey we can see that 42% respondents buy from bar 24% from restaurant 22% from soft drink outlet and 12% from bakery.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

Awareness level of Pepsi products Pepsi 7 UP Mirinda Slice Mountain dew Everess Soda Aquafina

88 65 57 38 32 17 44

88% 74% 65% 50%

43%

36%

Series1

in a Aq ua f

So da

de w

Ev er es s

ou nt ai n

Sl ice

M

M

iri

UP

nd a

19%

7

Pe ps i

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

88% 74% 65% 43% 36% 19% 50%

Interpretation:

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co From this survey we can see that 88% respondents are aware of pepsi 74% respondents are aware of 7up, 65% respondents are aware of mirinda, 43% of slice 36% of mountain dew 19% Everess soda and 50% respondents are aware of aquafina

Pepsi products which are most frequently buyed Pepsi 7 UP Mirinda Slice Mountain dew Everess Soda Aquafina

68% 59% 36% 22%

60 52 32 20

44%

39

30% 33%

27 29

Frequently buyed Pepsi products

33% 30%

68%

44% 22% 36%

59%

Pepsi 7 UP Mirinda Slice Mountain dew Everess Soda Aquafina

Interpretation: From this we will see that frequently buyed Pepsi products are

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co Pepsi 7 UP Mirinda Slice Mountain dew Everess Soda Aquafina

68% 59% 36% 22% 44% 30% 33%

How do you feel the Price of Pepsi Products? very high high moderate low very low

26% 50% 34% 0% 0%

23 44 31 0 0

very low 0% low 0% 34%

moderate

50%

high 26%

very high 0%

10%

20%

30%

40%

50%

Interpretation

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co The survey reveal that 50% of the respondants says that price of Pepsi products is high,34%say it has moderate,26%the price as very high. Majority of the people say the price of Pepsi products is high.

Does Advertisement drive me to buy Pepsi Products?

yes no

75 13

yes

no

13, 15% 75, 85%

Interpretation Based on the survey 75% of the respondents say advertisement drive them to buy Pepsi products.

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Are you satisfied with the promotion activities given by Pepsi Co?

SA A NANDA DA SDA

0 8 23 45 12

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14%

0%

9% 26%

51%

SA A NANDA DA SDA

Interpretation Based on the survey 51% of the respondents disagree with the promotion activity, 14% strongly disagree, 26% neither agree nor dis agree and 8% agree with the promotion activity.

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Does Brand ambassador play significant role in buying Pepsi Products. Yes No

67% 43%

60 38

80% 67%

70% 60% 50%

43%

40%

Series1

30% 20% 10% 0% Yes

No

Interpretation Based on the survey 67% say that Brand ambassador play significant role in buying Pepsi products.

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Retailers Do you sell soft drink at your out let? Yes No

100% 0%

30 0

120% 100% 100% 80% 60%

Series1

40% 20% 0% 0% Yes

No

Interpretation Based on the survey 100% of the retailers sell soft drink in their outlet.

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Pepsi 7Up Mirinda Everss soda Slice Aquafina Mountain dew

100% 100% 53% 33% 40% 17% 63%

30 30 16 10 17 5 19

Which are the Pepsi products you sell at your outlet?

1

100% 100%

0.9 0.8 0.7 63%

0.6 53%

0.5

Series1 Series2 40%

0.4

Series3

33%

0.3 0.2

17%

0.1 0

0 1

0 2

0 3

0 4

0 5

0 6

0 7

8

Interpretation Babasabpatilfreepptmba.com

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co The survey reveal that 100% of the retailers sell Pepsi and 7Up, 52% sell mirinda, 33% sell everss soda, slice 40%,aquafina 17% and 63% sell mountain dew in their outlet.

Are you satisfied with Credit and Payment procedure? Yes No

11 19

Credit and Payment procedure

11, 37% 19, 63%

Yes No

Interpretation Out of 30 retailers survey 37% of the retailers are satisfied and 63% are not satisfied with Satisfied with Credit and Payment procedure provided by Pepsi Co.

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Are you satisfied with the service given by the salesman of Pepsi Co? HS S M P W

0 4 15 11 0

Service given salesman of Pepsi 15 10

15

5 0

0 HS

11

4 S

M

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P

0 W

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co Interpretation Based on the survey 50% of the retailers are satisfied, 37% say it is poor and 13% are satisfied with the service given by salesmen of Pepsi.

Are you satisfied with Availability of Stock keeping units of Pepsi Products?

HS S M P W

4 6 20 0 0

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Availability of Stock keeping units 0%

13%

20% 67%

HS S M P W

Interpretation Based on the survey 67% of the retailers say moderate, 20% say satisfied and 13% say highly satisfied with the stock keeping units of Pepsi Co products.

Which brands of Pepsi are more demanded by end customers?

Pepsi 7Up Mirinda

100% 77% 53%

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30 23 16 Page 57


To know the consumption pattern and the awareness level of consumers towards Pepsi Co Slice Everss soda Aquafina Mountain dew

43% 30% 13% 50%

13 9 4 15

1.2 1 0.8 Series1

0.6

Series2

0.4 0.2

Aq ua fin M a ou nt ai n de w

so da

e Ev e

rs s

Sl ic

nd a

p

M iri

7U

Pe ps i

0

Interpretation Based on the survey 100% of Pepsi, 77% 7Up, 53% mirinda, 43% slice, 30% everss soda, 13% aquafina and 50% mountain dew are demanded by customers.

What attracts the buyer to go for a Particular brand?

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co Price Brand image Schemes & Disc Add's/Prom 1.2 1 0.8 0.6 0.4 0.2 0

63% 60% 90% 80% 90%

63%

80%

60%

100% 80% 60% 40% 20% 0%

Price

Brand image

Schemes & Disc

Add's/Prom

Interpretation

Based on the survey 90% of the consumer, are attracted by schemes and discount, 80% by adds and promotion, 63% by price and 60%by brand image to go for particular brand.

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Findings 1. 88% of the respondents prefer soft drink. 2. 49% of the respondents prefer coke. 3. 42% of the consumers buy soft drink bar. 4. Pepsi and 7Up are the most frequently buyed products among Pepsi products. 5. 50% of the respondents say the price of Pepsi products is high. 6. 82% of the respondents are satisfied with the taste and flavor of Pepsi products. 7. 85% of the respondents think that advertisement play significant role in buying Pepsi products. 8. 51% of the respondents are not satisfied with promotional activities carried out by Pepsi. 9. The more stock kept and more demanded products among the Pepsi products are Pepsi, 7Up and mountain dew. 10. 15% of the retailers are you satisfied with the service given by the salesman of Pepsi Co. 11. 63% of the retailers are not satisfied with Credit and Payment procedure. 12. 90% of the retailers think that schemes and discount attracts the buyer to go for a Particular brand

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SUMMARY

For a company in today’s world, it is very important to know Consumer Buying Behavior, its channel behavior and their contribution towards pushing products. The research study has been conducted to know the consumer Buying Behavior and Retailers response and expectations towards Pepsi Co products. The research study has been conducted with the help of observation and personal interview techniques. The personal interview has been carried out with the help of Questionnaire. The survey was conducted in Belgaum city with sample size of 100 consumers and 30 retailers. The projects aims at making an analysis and understand the Consumer Buying Behavior towards Pepsi Co products and Retailers preference for Pepsi Co products in market and to know factors that compel them to switch to a particular brand covering aspect like Quality, Service availabilities, Brand taste and Packing.

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SUGGESTIONS

1. After the controversy customers have become more conscious about quality that they are checking Best Before Date and cleanness of bottle so keeping in mind we should take care about its packaging date and supply period, in order to clear old piling stock company should never compromise and sell such products to retailers for reasonable price this may empty stock but if once customers confidence is shaken that to bring it back is difficult. So in my view Pepsi should never compromise with quality aspect. 2. Psychology of consumer is not static. The consumers are not aware of Pepsi Co products. Slice, Mirinda, Mountain Dew and Aquafina has less market share, discounts, prices, gifts and other attractive schemes to be provided by the company. 3. Pet bottles strategy is greatly working every where, where consumer can purchase such products at lesser price, if they are thirsty they can go for pet bottles rather than mineral water.

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co 4. The retailers are the best person whom they can rely greater than advertisement so spending should more on encouraging and motivating retailers more than spending on advertisement. No doubt advertisement is essential but in long run it is good but short run retailers are best in my view. 5. Effective service and attending to complaint of retailers immediately will satisfy them; this satisfaction will act as psychological motivation indirectly will reflect to sales of Pepsi to boost up in future.

6. Findings clearly show that stock keeping units are not good. In order to improve upon it the company has to make salesman effective. Ie. salesman should enquire and voluntary enquiring about stock, in tackling tone he can convince the retailer for stocking Pepsi products.

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CONCLUSION

The study had lead to the conclusion that soft drink market in Belgaum city is dominated by 2 Brands Pepsi Co and Coco-cola. Findings reveal that consumer demand Pepsi and 7Up products among the Pepsi products. Survey reveals that Coke is having dent in market but Pepsi is giving a high competition and pressurizing over coke. The credit limits, schemes are also competitive. Problematic areas of Pepsi are that its services towards Retailers should improve and the study has lead to the conclusion that stock keeping units of Coke is better then Pepsi. Pepsi and Coke both consumers demand are competitive. Pepsi can improve its stock keeping units and consumer demand by the way of encouraging and motivating Babasabpatilfreepptmba.com

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co them with schemes and other incentives. To attract customers offers such as discount, gift, prizes and other attractive schemes has to made to consumers to shift from Coke and consumers Psychology in India are not brand loyal in case of soft drink so this is a positive point that company to grab customer. So satisfying Retailer and his reasonable expectation will defiantly increase share of Pepsi and its products. So its completely dependent factor upon retailer to push product ultimately sales will increase and company will prosper and flourish in future.

QUESTIONNAIRE 1. Do you prefer soft drink? Yes

No (If No, go to question no.16.)

2. Which particular brand do you prefer? Pepsi

Coke

Others 3.How often do you prefer to have soft drink? Regularly

Occasionally

4. Where do you buy soft drink? Bakery Bar

Cold drink outlets Restaurant

Specify if Others Babasabpatilfreepptmba.com

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co 5. Which are the Pepsi products you are aware of

Pepsi products Pepsi

Mirinda

7Up

Everss soda

Slice

Aquafina

Mountain Dew

Others

6. Which are the Pepsi brands you most frequently buy?

Pepsi products Pepsi

Mirinda

7Up

Everss soda

Slice

Aquafina

Mountain Dew

Others

7. How do you feel about price of Pepsi products? Very high High Okay

Moderate

Low

8. Are you satisfied with the taste/ flavour of Pepsi products? Yes

No

9. DO you think advertisement play significant role in buying Pepsi products? Yes No 10. Does Brand Ambassador for Pepsi influence you to go for Pepsi? Yes No 11. Are you satisfied with the bottling and labeling of Pepsi products? Yes No Babasabpatilfreepptmba.com

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12. Why do you prefer soft drink? Thirst Fun

Refresh ness

Lifestyle

No Reason

13. I am satisfied with the sales promotion activities carried out by Pepsi? ____Strongly ____ Agree _____ neither agree ____ Disagree ___ strongly Agree nor disagree Disagree 14. Do you wish to recommend Pepsi products to others? Yes

No

15. Any suggestions to improve the performance of Pepsi products? ----------------------------------------------------16. Other than soft drink what do you like to prefer? Tea

Coffee

Juice

Others

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QUESTIONNAIRE Retailer

Name: -

Shop Name: -

Address: 1. Do you sell soft drink at your outlet? Yes

No

2. Which are the difference Pepsi and Coke products you sell at your outlet?

Pepsi Products

Coke Products

Pepsi

Coke

7Up

Sprite

Mirinda

Fanta

Everss Soda

Kinley Soda

Slice

Maaza

Aquafina

Kinley Water

Mountain Dew

Thumps up

3.How many crates of Pepsi you sell weekly?

4. Are you satisfied with the credit limit given by Pepsi? Yes

No

5. Are you satisfied with the service given by salesman of Pepsi? : - Highly Satisfied:

: Satisfied:

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:Moderate:

: Poor:

:Worst

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6. Are you satisfied with the availability of stock keeping units of Pepsi?

: - Highly Satisfied:

: Satisfied:

:Moderate:

: Poor:

:Worst

7. How frequently do Pepsi salesman Visit your Outlet?

8. Which brand of Pepsi is more demand demanded by end customers? Pepsi Products

Pepsi

7Up

Mirinda

Everss Soda

Slice

Aquafina

Mountain Dew

9. What attract the buyers to go for a particular brand? Price Goodwill/Brand Image

Scheme and Discounts Advertisement/ Promotion

10. What are your suggestions to improve the Sales of Pepsi Products?

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To know the consumption pattern and the awareness level of consumers towards Pepsi Co

BIBLIOGRAPHY:

 Marketing Management – Philip Kotler  Marketing Research – Tull and Hawkins  Internet Websites:  WWW.pepsico.com 

www.google.co.in

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Page 70

A Project Report on consumption pattern and the awareness level of consumers towards Pepsi Co  
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