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Comparative study on consumer perception towards carbonated beverage industrywith respect to coca-cola and pepsico

Author: 
Dr. Bindu Madhavi, N. and Dr. Sailaja, V. N.
Subject Area: 
Social Sciences and Humanities
Abstract: 

The beverages sector in India has undergone significant transformation in the past 10 years. The carbonated and non carbonated drinks industry in India is to grow near about 45 per cent annually and would triple or four times in size by 2014. Customer preferences are more complex and even more important for retailers today than in past. The primary purpose of this paper is to find out which company is leading the market. This study is conducted between two global beverage companies’ Coca cola and PepsiCo. This research is done to identify the various factors that influence the consumer preference towards these drinks. This intercept survey would be conducted in Vijayawada and Guntur. To accommodate this purpose survey method has been used. The data has been collected from people of all age groups. The consumer preferences were identified by a structure questionnaire. Today’s market scenario is quite different from traditional one. People have become more educated and always look for quality products. Their taste and preference’s keep changing from time to time. This research is mainly targeted to the objective where we can have the idea that what are those factors a customer or a consumer looks before purchase of a carbonated beverage, and if we will have a clear picture regarding the need of the customers then we can bring changes or add new features to the product to satisfy their needs. The study will help the retailers and manufacturers of soft drinks to understand the underlying consumer preferences factors and which factor mostly like by the customers and help them to craft their marketing strategies. Profiling customers by their choice of preferences provide more meaningful ways to identify and understand various customer segments and marketing strategies.

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