UNIVERSITY OF DHAKA

Business Statistics 2, Term Paper

Group Name: DYNAMO
BBA 3rd Semester
Dept. of INTERNATIONAL BUSINESS

Under the Supervision of,

Saiful Islam
Assistant Professor
Department of International Business
SL No. NAME ROLL
1. Kowshik Ahmed Efty 042
2. Nazmul Hudha 067
3. MD. Mazharul Islam 071
4. Tahabi Hossain 144
University of Dhaka
Submitted by

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 The Coca-Cola Company

Satisfaction and Customer

Retention of “Coca-Cola”

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 TABLE OF CONTENTS

EXECUTIVE SUMMARY - PAGE

CHAPTER 1 INTRODUCTION - PAGE
4-6
CHAPTER 2 INDUSTRY PROFILE - PAGE
7-11
CHAPTER 3 COMPANY PROFILE - PAGE
12-63
 - PAGE 60-62

CHAPTER 4 RESEARCH METHODOLOGY -

PAGE 63-68
CHAPTER 5 DATA ANALYSIS -
PAGE 69-79
CHAPTER 6 SUGGESTIONS AND CONCLUSION -
PAGE 80-82
BIBLIOGRAPHY -
PAGE 83
ANNEXURE - PAGE
84-85

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 EXECUTIVE SUMMARY
This report has been prepared with a specific purpose in mind. It outlines the satisfaction
and customer retention of the Coca-Cola Company globally and locally. The first part of
the study or the introduction part of the report takes us through the present state of affairs
of the Coca-Cola Company globally.

The report contains a brief introduction of Coca-Cola Company and Coca-Cola

Bangladesh and a detailed view of the customer satisfaction level of The Coca-Cola
Company. We have performed a statistical analysis of Coca-Cola to identify its potential
growth of Coca-Cola. We have also given a brief description of Trends and suggestions
for the betterment and product development of Coca-Cola Company in Bangladesh.

The main objective of this project report is to analyze and study efficiently the current
position of Coca-Cola Company. The study also aims to perform a Market Analysis of
Coca-Cola Company & find out different factors affecting the growth of Coca-Cola.
Another objective of the study was to perform a Competitive analysis between Coca-Cola
and its competitors. Apart from these objectives, this study is also conducted to
understand the Customer preferences towards various Coca-Cola products.

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 INTRODUCTION
Customer satisfaction is a marketing term that measures how services and goods supplied
by a company meet the expectations of the customer. This has been a subject of great interest to
the organizations and the researchers. Since an organization seeks to earn profit by increasing its
sales and decreasing its cost, customer satisfaction has become a very important thing to consider
for the organization. Customer Satisfaction helps an organization to receive customer loyalty,
good reviews, and an increase in customer retention.

In the current world, cold drinks have a huge demand. Coca-Cola, which is one of the
famous cold drinks, has sales across more than 200 countries. Moreover, the market potential for
Coca-Cola is increasing each year. This achievement would not be possible without customer
satisfaction.

In this study, we will discuss how Coca-Cola company achieved customer satisfaction.

COMPANY DESCRIPTION
The Coca-Cola Company is a multinational beverage corporation, beverage retailer,
producer, and marketer of non-alcoholic beverage concentrates and syrups. Coca-Cola, the
product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8,
1886. Coca-Cola Company is the world’s leading manufacturer, marketer, and distributor of non-
alcoholic beverage concentrates and syrups used to produce nearly 400 beverage brands. The
Coca-Cola Company has on occasion introduced other cola drinks under the Coke name. The
most common of these is Diet Coke, along with others including Caffeine-Free Coca-Cola, Diet
Coke Caffeine-Free, Coca-Cola Zero Sugar, Coca-Cola Cherry, Coca-Cola Vanilla, and special
versions with lemon, lime, and coffee. The Coca-Cola Company began building its global
network in the 1920s. Now operating in more than 200 countries and producing nearly 400
brands, the Coca-Cola system has successfully applied a simple formula on a global scale:
“Provide a moment of refreshment for a small amount of money- a billion times a day.” The
headquarter of Coca-Cola is in Atlanta, Georgia. Its stock is listed on the New York Stock
Exchange (NYSE).

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  Revenue: around 38.66 billion U.S. dollars (2021)
 Number of employees: about 79 thousand people
 Origin of ownership: United States
 Geographical presence: Worldwide
 Goal: 'to be the world's leading provider of branded beverage solutions, to deliver
consistent and profitable growth, and to have the highest quality products and processes.

MISSION:

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.

 To refresh the world...

 To inspire moments of optimism and happiness...
 To create value and make a difference.

VISION:
Our vision serves as the framework for our Roadmap and guides every aspect of our business
by describing what we need to accomplish to continue achieving sustainable, quality growth.
 People: Be a great place to work where people are inspired to be the best they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
 Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.

 Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean, and fast-moving organization.

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 PRODUCT DESCRIPTION
Coca-Cola or Coke is a carbonated soft drink produced by The Coca-Cola Company. In
the 19th century, it was invented by John Stith Pemberton in Atlanta, Georgia. It is an iconic
cola and original drink which is the top seller of Coca-Cola company. However, 43% of the
cola the company sells is made up of Coca-Cola Zero Sugar, Diet Coke, or Coca-Cola Life,
which have less or no sugar. Its ingredients are Carbonated Water, Sugar, Color (Caramel
E150d), Phosphoric Acid, Natural Flavoring Including Caffeine. Coca-Cola company
proclaims that it is “the world’s favorite soft drink and has been enjoyed since 1886”. The
quality and the consistency of Coca-Cola need to be enhanced so that consumers are satisfied
and they enjoy consuming beverages. The credibility and trust are strong and safe feelings
that the consumers have while consuming the beverages. Consumer education is a must to
bring out the benefits of beverage consumption whether in terms of health, taste, relaxation,
stimulation, refreshment, well-being, or prestige relevant to the category. In Bangladesh,
beverages play an important part in the lives of people like the young generation. It is an
industry, in which the players constantly innovate, to come up with better products to gain
more consumers and satisfy the existing consumers.

REASONS BEHIND SELECTING OF

COCA-COLA
Several reasons make coca-cola make different from its competition_
 Brand power: Unlike the other beverages companies, Coca-Cola has the power of
influencing the buyers to buy its product.
 Global presence: Coca-cola has 200 countries global presence in over 200 countries.
 Marketing Strategies and consistency: Coca-Cola has striking marketing strategies.
Coca-Cola’s Red White Signature, Logo has been consistent from when they had started.
 Customer Loyalty: With such impressive products that taste good and overwhelming
consistency of quality over a decade, the customers are attracted to Coca-Cola.

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  Market power: Since Coca-Cola has the advantages of its brand, it can easily operate
its market power.
 Availability: This Coca-Cola is available in almost all parts of the country. For pricing
method, they have mainly different types of products with different prices in different
regions in the country making easily to consume products. Example: In Irsurdi, Pabna
area they sell 1-liter bottle in 60tk meanwhile they offer 1.25 liter in Dhaka or other cities
in our country in 70tk.

Based on this, Coca-Cola the company recognizes belongs to the billions of in every of the
globe who have chosen it as their favorite soft drink. This gives. more information to survey.

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 WHY IS INFERENTIAL STATISTICS VITAL IN BUSINESS
DECISIONS FOR “COCA-COLA”
With inferential statistics, we are attempting to reach conclusions that extend beyond the
immediate data alone. For example, we use inferential statistics to try to interpret the sample data
from what the population might have. Or, we use inferential statistics to make decisions on the
probability that an experimental difference between groups is a dependable one or one that might
have occurred by chance in this survey. The reasons why Inferential Statistics is important:

 Determine Population Sample: We mainly used inferential Statistics to infer the

sample about the Population. For this product or company, there have so many
consumers of this product. So the collection of data for this company is not so easy in a
short time. Mainly Coca-Cola operates there business globally. It uses to estimate the
samples satisfaction of consumers to compare the treatment groups and generalize the
entire population.
 Estimation: we are mainly used inferential statistics because in statistics guessing the
characteristics of the population like age, gender, satisfaction scale, health issues from a
sample of the population, and hypothesis testing.
 The conception of large groups: We use it to make inferences about large groups,
such as calculating the average satisfaction for the product by surveying a sample of
consumers or buyers' habits, consumption, health care, gender, age, and many more.
 Features of the statistics: In Inferential statistics, there have several features or
methods such as Hypothesis testing, Confidence Interval, etc. By using this type of
method we can easily achieve our conclusion.

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 STATISTICAL METHODOLOGY
The data has been collected from both primary as well as secondary sources using surveys on
the internet. The frequency table is given below,

Class Frequency (f)

0 to 1 2
1 to 2 2
2 to 3 11
3 to 4 18
4 to 5 7
Total 40
Table – 1

In this statistical Data we Measure of Central Tendency:

 Mean = 3.15
 Mode = 4.00
 Median = 3.636
[Calculation is in the attached MS Excel Sheet]

In this statistical Data we Measure Variability:

 Standard Deviation = 1.001281231

 Coefficient Of S.D. = 0.3068800612
 Variance = 1.220512821

[Calculation is in the attached MS Excel Sheet]

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 INTERPRETATION OF CALCULATION

Fig: 2.2 Pie Chart of the consumer satisfaction level

Pie chart:
The pie chart shows the consumer satisfaction level of Coca-Cola company. There is a total
of 40 samples representing the chart. According to this pie chart, the maximum consumer of
Coca-Cola companies are satisfied with their product and the ratio is about 43.9%. About 29.3%
of consumers are in a neutral position. About 17.1% of consumers are highly satisfied with their
product. According to the highly satisfied people, the product’s overall price and quality are
superb. Only 4.9% of people are dissatisfied and highly dissatisfied with Coca-Cola. At last, we
say that Coca-Cola consumers are satisfied with their products which are good for their brand
value.

Mean:
In the consumer satisfaction survey of 40 samples, we are finding that the mean satisfaction
of the consumers is neutral. The amount of mean is 3.15. If we interpret this result we conclude

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that the mean satisfaction of the consumer is good but not so good. It is at the Neutral point. So,
the company might take some steps to increase its consumer satisfaction level.

Median:
The median represents the middle point of a data set. It divided the data set into two parts. In
the consumer satisfaction survey of 40 people, the median is 3.28 which represents around 50%
of consumers who are neutral or satisfied with Coca-Cola. Which is good for its brand value.
Mode:
Mode represents the higher number of data in a data set. In the consumer satisfaction survey
of the Coca-Cola company, the mode is 3.636, which represents the maximum number of
consumers who are closed to satisfied with Coca-Cola and the rate of this satisfaction is around
42% which is too good for them.
Standard Deviation:
The standard deviation of a data set represents the dispersion of data with its mean. The
higher value of S.D. represents the higher dispersion and the lower value of S.D. represents the
lower dispersion from the mean. In the consumer satisfaction survey, we can see that the
Standard Deviation of the consumer is 1.001281231which is too high. So, we can say that the
dispersion between data is higher. That means the data are not close to the mean. This is not
good for a company like Coca-Cola. They should focus on their product quality. And the
Coefficient of standard deviation is 0.3068800612.
Variance :
The variance of a data set represents the dispersion of data with its mean. The higher value
of variance represents the higher dispersion and the lower value of variance. represents the lower
dispersion from the mean. The variance is 1.220512821.

Confidence Interval:
Based on our available information, we are 95% confident that the population means would
be 3.329775 to 3.970225. That means if we conduct with the whole population we get an average
satisfaction between 3.329775 and 3.970225. Which is too good for the Coca-Cola company.
Hypothesis Test:

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 RESEARCH MEASURING TOOLS & TECHNIQUES
The various research measuring tools used are:-

 Questionnaire.
 Personal interview.
 Pie-charts.

SAMPLING DESIGN
An integral component of a research design is the sampling plan. Especially it addresses
eight questions: Whom to survey (sample Unit), how many to survey (Sample Size) and how to
select them (sampling Procedure), sampling produces representative data of the entire
population.

SAMPLE SIZE:-

i. Through questionnaire on Google form – 30 respondents.

ii. Through personal interview – 10 respondents.

SAMPLING TOOL:-

The questionnaire was used as the main tool for the collection of data, mainly because it gives
the chance for timely feedback from respondents. Moreover, respondents feel free to disclose all
necessary detail and comments while filling up a questionnaire. Respondents seeking any
clarification can easily be sorted out through the tool.

Sampling Tools Respondents Number

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 Questionnaire Customers 30
Personal Interview Customers 10
Total 40
Table – 1.7

Conclusion

Though there were certain limitations in the survey that was conducted. The sample data
allowed for some conclusions to be drawn based on the analysis that was done on the data
collected.
After the survey, we clearly said that a higher number of consumers were satisfied with
Coca-Cola. They were satisfied with its product quality, price, Brand name, and Availability in
the market. Consumers are satisfied with their products and purchase them without any specific
occasion. It is too good for them.
In today’s scenario, the customer is the king because he has various choices around him. If
you don’t fulfill their need, they must be switched to the other alternatives. So, the Coca-Cola
company needs to fulfill their consumer satisfaction as much as possible. This may also help
them to make a strong position in the market.

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 REFERENCE

BOOKS:

 Statistical Techniques in Business & Economics

By, Lind Marchal Wathen

WEBSITES:

 Coca-Cola Bangladesh: www.coca-cola.com.bd

 Coca-Cola Int.: www.coca-colacompany.com

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