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A Market Survey Report



In Partial Fulfillment of the Requirement of the Degree of

Bachelor of Business Administration (BBA)

SESSION: 2009-2012

College of Management & Computer ApplicationsTEERTHANKER MAHAVEER UNIVERSITY



This is to certify that Mr./Ms. _________________________________________ student of BBA 5TH Semester (2009-12) at TMU has completed his/her dissertation under the guidance of ______________________________________________________ on the topic CUSTOMER PREFENCE TOWARDS PEPSI

The dissertation is a part of BBA Vth semester curriculum of Teerthanker Mahaveer University, Moradabad.

The student has genuinely carried out the project work. He/She has made sincere efforts in the completion of the dissertation.

Project Guide

STUDENT DECLARATIONI KRISHAN KANHAIYA MISHRA hereby declare that the research work presented in this project report entitled for the fulfillment of the award of Bachelor of Business Administration from CUSTOMER PREFERENCE TOWARDS PEPSI Teerthanker Mahaveer University, Moradabad is based on my work is based on my work during the Training. The dissertation embodies the result of original work and studies carried out by me and the contents of the project do not form the basis for the award of any other degree to me or to anybody else.


It gives me immense pleasure and privilege to acknowledge my deepest sense of gratitude towards all those who helped me in the successful execution of this project.

I would like to thanks Chancellor Sir, Sh. Suresh Jain, Group Vice Chairman Mr. Manish Jain, and Additional Director Dr. Vipin Jain for their able guidance. I also extend my gratitude towards the H.O.D. Dr. M.P. Singh and my course coordinator Mr. Abhinav Shrivastav and Mr. Avinash Raj Kumar who entrusted me for the completion of this project. I am highly indebted to my project guide Mr. Avinash raj kumar whose constructive counseling and able guidance helped me immensely in bringing out this project in the present form. And lastly the entire faculty member and Mr. Sanjeev Singh (Librarian) & the entire Lab staff for providing me this opportunity and expose me to industrial culture.

The acknowledgement would be incomplete without thanking my family and friend who were a big support throughout.


2. Objective Of The Study

3. Company profile

4. Scope of The Study

5. Assumption

6. Research Methodology

7. Data Analysis & Interpretation

8. Findings

9. Suggestions And Recommendation

10. Limitation

11. Conclusions

12. Bibliography13. Annexure INTRODUCTIONINTRODUCTION

On the partial fulfillment of the B.B.A. degree, I was asked to make an market survey report on the topic CONSUMER PREFERENCE TOWARD PEPSI given by the college and get familiar with the various activities in the market.Cold-drink Retailing industry in INDIA

Non alcoholic soft drink beverage market can be divided into fruit drink and soft drink. Soft drinks can be further divided into carbonated and non carbonated drinks. Colas, lemon and oranges are carbonated drinks while mango drinks come under non-carbonated drinks.. The soft drinks market till early 1990s was in hands of domestic players like Coke, Thumps Up, Limca etc. But with the opening up of economy and coming of MNC players Pepsi and Cock the market has totally under their control. Worldwide, Cock is the leader in carbonated drinks market. In India it is Pepsi, which scores over cock but this difference is fast decreasing. Pepsi entered Indian market in 1991. Cock re-entered (after they were thrown out in 1977, by then central government) in 1993.

Pepsi has been targeting the youth and the sales have been doing well by sticking to this youth segment. Cock on the other hand struggled initially in establishing itself in the market. In a span of 7 years of its operations in the country it changed its CEO four times they seem to have started understanding the pulse of Indian consumers

Buying Behavior in Soft Drink Industry:

Soft drinks come under the category of products on impulse. This attitude of impulse buying is slowly changing to occasion-led buying and also to some extent consumption through home refrigeration particularly in urban areas.

The market is slowly moving from non-alcoholic carbonated drinks to fruit based drinks and also to plain bottled water due to lower price and ready availability.

Consumers purchase soft drinks primarily quench thirst therefore people traveling and not having access to hygienic water reach out for soft drink. This accounts for a large part of the sales.

Brand awareness plays a crucial rule in purchase decisions.

Availability in the chilled from also plays a crucial role in purchase decisions. This has made both the companies to push its sales and to increase its retail distribution by offering Visi cooler to retailers.

Why there is no aversion to consumption of soft drinks buys any age group, the main consumer of this market are people in the age group of 30 and below.

Product differentiation is very low, as all the products taste the same. But brand loyalty is high in the case of kids and people in the age group of 20-30 years.

According to NCAER survey, lower, lower-middle, upper-middle class people do 91% of the total consumption of soft drinks in the country

This project report is based on the consumer preferences towards PEPSI in Moradabad area. The sample will collect by using convenience sampling techniques. The sample size of the respondents will be 50. INTRODUCTION TO COMPANY

Soft drinks by definition are carbonated drinks that are non-alcoholic. Carbonated soft drinks are also referred to as soda, soda pop, pop, or tonic. 1798 The term "soda water" first coined.

1810 First U.S. patent issued for the manufacture of imitation mineral waters.

1819 The "soda fountain" patented by Samuel Fahnestock.

1835 The first bottled soda water in the U.S.

1850 A manual hand & foot operated filling & corking device, first used for bottling soda water.

1851Ginger alecreated in Ireland. 1861 The term "pop" first coined.

1874 The firstice-creamsoda sold.

1876Root beermass produced for public sale.

1881 The first cola-flavored beverage introduced.

1885 Charles Aderton invented "Dr Pepper" in Waco, Texas.

1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.

1892 William Painter invented the crown bottle cap.

1898 "Pepsi-Cola" is invented by Caleb Bradham.

1899 The first patent issued for a glass blowing machine, used to produce glass bottles.

1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles.

1919 The American Bottlers of Carbonated Beverages formed.

1920 The U.S. Census reported that more than 5,000 bottlers now exist.

Early 1920's The first automaticvending machinesdispensed sodas into cups.

1923 Six-pack soft drink cartons called "Hom-Paks" created.

1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime Sodas" later called "7 Up". Invented by Charles Leiper Grigg.

1934 Applied color labels first used on soft drink bottles, the coloring was baked on the face of the bottle.

1952 The first diet soft drink sold called the "No-Cal Beverage" a gingerale sold by Kirsch.

1957 The firstaluminum cansused.

1959 The first diet cola sold.

1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company of Pittsburgh, PA. The pull-ring tab was invented by Alcoa.

1963 The Schlitz Brewing company introduced the "Pop Top" beer can to the nation in March, invented by Ermal Fraze of Kettering, Ohio.

1965 Soft drinks in cans dispensed from vending machines.

1965 The resealable top invented.

1966 The American Bottlers of Carbonated Beverages renamed The National Soft Drink Association. 1970Plasticbottles are used for soft drinks.

1973 The PET (Polyethylene Terephthalate) bottle created.

1974 The stay-on tab invented. Introduced by the Falls City Brewing Company of Louisville, KY.

1979 Mello Yello soft drink is introduced by the Coca Cola company as competition against Mountain Dew.

1981 The "talking"vending machineinvented.

OBJECTIVE OF THE STUDY Objective of the study To analyze the customers preference for PEPSI.COMPANY PROFILECompany Profile

As Company Profile: PepsiCo

Jun 1, 2001 - George E. Banks Jr.

Company Profile: Pepsi co.PepsiCo is one of the largest companies there is that is engaged in the food, beverage, and snack industries. Their address is 700 Anderson Hill Road, Purchase, N.Y. 10577. Their phone number is 914-253-2000 and their fax number is 914-253-2070. Their stock symbol is PEP and they are listed on the NYSE. Business Summary: PepsiCo, Inc. is engaged in the snack food, soft drink, juice, and fast food franchise businesses. The Company, through its subsidiaries, markets, sells and distributes various snacks in the United States and internationally, manufactures concentrates of Pepsi, Mountain Dew and other brands for sale to franchised bottlers in the United States and international markets and produces, markets, s