Consumer Perception about Carbonated Soft

Drinks (COLA)

11/04/21 Group 5 1
Presented By:
Md. Saberul Islam 592
Md. Golam Dastagir 690
Md. Kamal Ahmed
Md. Atiqur Rahman 684

11/04/21 Group 5 2
Introduction
 Origin
 Objectives
 Methodology
 Limitation

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  This report on “Consumer's Perception
about Carbonated Soft Drinks (Cola)” was
Origin initiated as part of a course which is a MBA
Degree requirement of the Department of
Business administration.

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 Objectives

 The broad objective of the research is to measure

Broad
how external and internal factors influences
consumer's purchasing behavior.

Specific  To find out the reason behind purchasing cola.

 To demonstrate the experience of real life survey.
 To find out consumers expectation about these
soft drink (Cola).
11/04/21 Group 5 5
  Two sources of data and information will be used
mainly primary data and very few secondary data.

 To analyze the collected data from primary

Methodology
sources, some statistical method like weighted
average will be used.

 Weighted Average: Xw = ∑ W X/∑W

(Here X = The variable and W = Weights attached to the variable X)

11/04/21 Group 5 6
  In questionnaire Coca-Cola was at the starting
point of answer. So the survey may influence to
some extent that respondent mark the first
Limitation
answer at first sight.

 As the questionnaire was converted in a

manual program to computer data there is a
possibility of some error in data collection.

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Overview of Consumer Behavior
External Influence
Culture
Subculture
Demographic Decision Process
Social Status Situations
Reference Groups
Family Problem Recognition
Marketing Activities
Self Concept Information Search
&
Alternative evaluation &
Life Style
selection
Internal Influences
Perception Outlet Selection &
Learning Purchase
Memory
Motives Post Purchase Process
Personality
Emotions
Attitudes

11/04/21 Group 5 8
 Findings and Analyses

Name of Cola No of respondent % of total Respondent

Coca-Cola 46 36.8%

RC 21 16.8%

Pepsi 18 14.4%
Mostly
Mojo 14 11.2%
Preferable
cola Virgin 13 10.4%

ZamZam Cola 05 4%

Euro Cola 03 2.4%

Pran 03 2.4%

Suncrest 02 1.6%

Double Cola 00 0.00%

11/04/21 Group 5 9
 Findings and Analyses
Chart-1 : Preference for Cola

50 46
No of Respondent

40
Mostly 30
Preferable 20 21 18
cola 13 14
10 5
3 3 2
0
RC
Virgin

Suncrest
Pran

Pepsi
Mojo

Euro Cola
Coca-Cola

Double Cola

ZamZam Cola
Different Types of Cola

11/04/21 Group 5 10
 Findings and Analyses
Internal Factors Weighted Average Rank of factors based on
Weighted average

Good in Taste 4.560 1

Rationale for Most available 4.344 2

preferring
Offered by renowned 4.184 3
only Cola
manufacturer

A quality product 4.160 4

Cheap 3.728 5

Sweet 3.056 6

Table-2: List of Factors based on weighted average

[Calculation of Weighted average for Good in Taste
(82*5+32*4+10*3+2*1+1*0)/125 =4.560]

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 Findings and Analyses

Name Weighted Average Rank of Cola brands based on

Weighted Average

Coca-cola 4.336 1

Rank of RC 3.104 2
five cola
drinks Pepsi 2.936 3

Mojo 2.824 4

Virgin 1.912 5

Table-3: Ranking of Cola drinks

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 Findings and Analyses
Factors Weighted Average Rank of factors based on
weighted average
Most desirable to You 4.392 1

Rationale for Most enjoyable 3.888 2

preferring
these five Most prestigious 3.864 3
cola
Suitable with your personality 3.720 4

Consumed by your friend or family 3.592 5

Related with some of your memorable 2.832 6

event

Table-4: List of other factors based on weighted average

11/04/21 Group 5 13
 Findings and Analyses

Pack Size No of respondents % of total number of

respondents

500 ml 46 36.8%

1 liter 25 20%
Types of most
250 ml (pet) 21 16.8%
consumed pack
size 250 ml (Can) 17 13.6%

1.5 liter 10 8%

330 ml 6 4.8%

2 liter 0.00 0.00%

Table-5: List of most consumed Pack Size

11/04/21 Group 5 14
 Findings and Analyses

Chart-2: Most Consumable Pack Size

50 46
40
Types of most
Respondent

30 25
No of

consumed pack 21
s

size
20 17
10 6 10
0
250 250 330 500 1 liter 1.5 2 liter
ml ml ml ml liter
(Can) (pet)
Pack Size

11/04/21 Group 5 15
 Findings and Analyses

Frequency No of respondents

Weekly 58

Occasionally 35

Frequencies Monthly 20

of purchasing Daily 12
Cola
Hourly 00

Table-6: Frequencies of purchasing Cola

11/04/21 Group 5 16
 Findings and Analyses
Chart-3: Frequency of Purchasing Cola
10%

28%
Daily
Frequencies of Weekly
purchasing Monthly
Cola 0% Hourly
46% Occasionally
16%

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 Findings and Analyses
Factors Weighted Average Rankin of factors considering
pack size

Easy to carry 4.264 1

Consumers
rationale behind Suitable with your desire 3.968 2
purchasing the
pack size Attractive in nature (shape & 3.928 3
label)

Relatively Cheap 3.856 4

Most effective in use 3.60 5

Table-7: Rationale behind purchasing the specific Pack size

11/04/21 Group 5 18
 Findings and Analyses
Name of Cola Drinks No of respondents % of total number of
respondents
Coca-Cola 45 36%

RC 39 31.2%

Mojo 19 15.2%
Most
Pepsi 13 10.4%
Available Cola
drinks Virgin 5 4%

Zamzam Cola 2 1.6%

Pran 1 0.8%

Euro Cola 1 0.8%

Suncrest 0 0

Double Cola 0 0

Table-8: Availability of Cola Drinks

11/04/21 Group 5 19
 Findings and Analyses
Chart-4:Availability of Cola

50
45
40 39
No of Respondents

Most
Available Cola 30
drinks 20 19
13
10
5
1 1 2
0
Coca- Virgin RC Mojo Pran Double Euro Suncrest Pepsi Zamzam
Cola Cola Cola Cola

Name of Cola

11/04/21 Group 5 20
 Findings and Analyses
Name of Cola No of Respondents % of respondents

Coca-Cola 42 33.6%

RC 23 18.4%

Pepsi 22 17.6%

Considering Virgin 8 6.4%

Thirst Pran 5 4%
Quencher
Zamzam Cola 5 4%

Euro Cola 3 2.4%

Suncrest 2 1.6%

Double Cola 0 0

Table-9: Thirst Quencher

11/04/21 Group 5 21
 Findings and Analyses
Chart-5:Thirst Quencher

50
40 42
Considering
No of Respondents

Thirst 30
Quencher 23 22
20
15
10 8 5 3 2 5
0
Coca- RC Pran Euro Pepsi
Cola Cola

Name of Cola

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 Findings and Analyses
Name of Cola Drinks No of Respondents % of Respondents

Coca-Cola 51 40.8%

RC 21 16.8%

Pepsi 21 16.8%

Considering Mojo 11 8.8%

Taste Virgin 8 6.4%

Zamzam Cola 6 4.8%

Pran 3 2.4%

Suncrest 2 1.6%

Euro Cola 2 1.6%

Double Cola 0 0

Table-10: Considering the Taste of Cola Drinks

11/04/21 Group 5 23
 Findings and Analyses
Chart-6:Taste of Cola Drinks

60
50 51
40
Respondents

Considering
No of

Taste 30
20 21 21
10 8 11
3 6
0 2 2
Coca- RC Pran Euro Pepsi
Cola Cola

Name of Cola

11/04/21 Group 5 24
 Findings and Analyses
Level of Satisfaction No of Respondents % of Respondents

Delighted 12 9.6%

Strongly satisfied 46 36.8%

Moderately satisfied 38 30.4%

Satisfied 29 23.2%
Satisfaction
level of Table-11: Level of Satisfaction
Respondents
Chart-7: Level of Satisfaction

50 46
Re sponde nts

40 38
29
N o of

30
20
12
10
0
Delighted Strongly Moderately satisfied
satisfied satisfied
Level of Satisfaction

11/04/21 Group 5 25
 Findings and Analyses
Different Levels No of Respondents % of Respondents
Strongly Agree 21 16.8%
Agree 21 16.8%
Neutral 39 31.2%
Disagree 29 23.2%
Strongly disagree 15 12%
Consideration Table-12: Sensitivity to Free Offer
of Free offer
Chart-8: Sensitivity to Free Off er
R e sp o n d e n ts

40 39
30 29
No of

20 21 21
15
10
0
Strongly Agree Neutral Disagree Strongly
Agree disagree

Level of Preference to Free Offer

11/04/21 Group 5 26
Findings and Analyses
Name of Media No of Respondents % of Respondents
TV 93 74.4%
Newspaper 19 15.2%
Bill Board 6 4.8%
Magazine 1 0.8%
Others 6 4.8%

Table-13: Most Affecting Media

Chart-9: Affect of Media

R e sp o n d e n t s

100 93
80
No of

60
40
20 19
6 1 6
0
TV Newpaper Bi l l Board Magazi ne Others

Name of influence Factor

11/04/21 Group 5 27
Conclusion

 Based on 125 respondents of purchasing Cola drinks in Dhaka showed

that there decision making process is closely related with those
external and inter factors. Result from survey shows that 36.8%
respondent purchase Coca-Cola and rational behind preferring Coca-
Cola is that the taste of Coca-Cola is good. Most importantly the
result shows that Television is the media which affects most
consumer purchasing behavior about Cola drinks. As the highest
number of respondent assume that they are strongly satisfied about
Cola drinks so there is very little opportunity to make better; rather it
should maintain the existing quality.

11/04/21 Group 5 28
Thanks to all….

11/04/21 Group 5 29