RESEARCH REPORT ON “PEPSI CONSUMER BUYING BEHAVIOUR” KARNAVATI UNIVERSITY For the academic year 2020 PGDM SEMESTER II SUBMITTED BY RIYA JAIN (PG19150) HIMIKA KOTHARI (PG19151) TANYA SAINI (PG19132) AD.
RESEARCH REPORT ON “PEPSI- CONSUMER BUYING BEHAVIOUR” KARNAVATI UNIVERSITY For the academic year 2020 PGDM SEMESTER II SUBMITTED BY RIYA JAIN (PG19150) HIMIKA KOTHARI (PG19151) TANYA SAINI (PG19132) ADESH SOLANKI (PG19004) UNITEDWORLD SCHOOL OF BUSINESS Uvarsad, Gandhinagar (382422) 1|P ag e DECLARATION I hereby declare that this Research Report titled “PEPSI- CONSUMER BUYING BEHAVIOUR” submitted by us to the Unitedworld School of Business, Karnavati University, Gandhinagar (Gujarat) is a bonafide work undertaken by us and it is not submitted to any other University or Institution for the award of any degree diploma / certificate or published any time before Date: 28/03/2020 Name of the students Signature RIYA JAIN (PG19150) HIMIKA KOTHARI (PG19151) TANYA SAINI (PG19132) ADESH SOLANKI (PG19004) 2|P ag e CERTIFICATE This is to certify that the dissertation report title “PEPSI- CONSUMER BUYING BEHAVIOUR” submitted in partial fulfilment for the award of Post Graduate Diploma in Management Programme of Unitedworld School of Business, Karnavati University, Gandhinagar (Gujarat) was carried out by Tanya Saini, Himika Kothari, Riya Jain and Adesh Solanki under my guidance This has not been submitted to any other University or Institution for the award of any degree/diploma/certificate Prof Kavitha Joshi Signature 3|P ag e ABSTRACT Consumer behaviour research is a continuous process Understanding consumers is never ending process; it gives insights to marketer to continuously modification of her/his marketing strategies The objective of this study is to understand the consumer’s behaviour towards “Pepsi- as a soft drink” This study involves both primary and secondary data method We have used survey method to collect the responses of the consumer’s from the sample size of 100 through questionnaire across Ahmedabad and Gandhinagar We also have also thrown some light on the buying behaviour of the consumers This study gives us insight in understanding why does a consumer buy Pepsi? This study gives us a whole sum of understanding the consumer’s behaviour towards Pepsi 4|P ag e ACKNOWLEDGEMENT The project “PEPSI- CONSUMER BUYING BEHAVIOUR” is a result of co-operation, hard work, and good wishes of many people We student of UNITEDWORLD SCHOOL OF BUSINESS would like to thank the Dean and Director of our college for giving us this opportunity to make this project We owe our debt to PROF KAVITHA JOSHI for her friendly guidance & constant encouragement We also take this opportunity to express our sincere gratitude to the library staff which provided us with the right information and right material at the right time We are also thankful to all those seen and unseen hands and heads, which have been help in the completion of this project 5|P ag e INDEX Serial no Particulars Introduction Page no Objective of study 10 Research methodology 10 Limitation of study 11 Research design 12 Questionnaire design 13 Scope of study 13 Review of literature 14 Company’s profile 16 Data analysis and interpretation 19 Conclusion and suggestion 27 Bibliography 28 Annexure 29 6|P ag e Chapter- Introduction In the majority of markets, however, buyers differ enormously in terms of their buying dynamics The task faced by the marketing strategist in terms with these differences is complex In consumer markets, for example, not only buyers typically differ in terms of their age, income, education levels and geographical location, but more fundamentally in terms of their personality, their lifestyles and their expectations An important reason for studying consumer behaviour is evaluation of consumer groups with unsatisfied needs and desires Consumer behaviour refers to the mental and psychological process that goes in the mind of a buyer so as to choose one product or service and not the other Consumer is the heart of any marketing agency, hence marketers are now spending money on consumers research that includes the study of what they buy, when they buy, how often the consumer or use it The consumer for the selection of the soft drink either goes for brand loyalty or they choose a brand based on retailer’s advice There are few buyers who buy in bulk for parties In this way the individual might be trying to choose or cater to his perception of his guest preference Not only can it be difficult to understand consumer behaviour and target groups’ needs on the domestic market, but for multi-national companies, this is an even greater struggle Despite the fact that most of the world’s consumers have certain things in common, their values and attitudes, as well as behaviour often differ As a result, it is vital that international marketers understand these differences and adapt their marketing strategies accordingly Failure to so could result in disaster for a company’s international products and marketing programs Today’s consumers are concerned with overall health and wellness As a result, there is significant impact on food and beverages purchases Many studies have shown that consumers are as concerned with good health as they are above maintaining a high quality of life The soft drink industry is training people to seek out new products, even the big guys are 7|Page coming out with limited edition flavour, and consumers are beginning to see that there is more flavour activity going on in the category In spite of several challenges and restrictions faced by this industry, it is a “roll” like never before Customer preferences may have shifted, but they are still always on the lookout for a “Pepsi” or a new “flavoured” drink to quench their thirst Model of factors influencing consumer behaviour • Cultural factors Culture is “the set of basic values, perceptions, wants and behaviours learned by a member of society from family and other important institutions” and is the primary reason behind a person’s wants and behaviour Although different societal groups have their own culture that affects consumers’ buying behaviour, the extent to which it influences the behaviour might vary from country to country Each cultural group can be divided into groups consisting of people with common life experiences and situations, also known as subcultures such as nationality, racial groups, religion, and geographical areas The third cultural factor is social class, which is constituted upon among other variables: occupation, income, education etc 8|P ag e • Social factors The second classification of factors affecting consumer behaviour is social grouping, which is composed of small groups, social roles and status, and family that affect all individuals to some extent Some of these groups have a direct influence on a person, i.e membership groups, groups that a person can belong to and reference groups which “serve as direct (faceto-face) or indirect points of comparison or reference in forming a person’s attitudes or beliefs” However, some people are affected by groups in which they not belong to; these reference groups include aspirational groups, groups that a person desires to belong to and a fan’s admiration for an idol, etc • Personal factors Consumers’ personal characteristics, like for instance age and life-cycle stage, occupation, economic situation, lifestyle, as well as personality and self-concept influence consumers’ buying behaviour Moreover, depending on a person’s occupation and financial situation, as well as the stage in life a person is in, his/her demands for products shift A person’s lifestyle forms his/her world and the way he/she decides to act, thus a person’s activities, interests, and opinions constitute their lifestyle, as well as affecting the choice of products Moreover, all people are individual; hence have a unique personality of different characteristics • Psychological factors Four objects constitute this group of factors, namely motivation, perception, learning, and beliefs & attitudes When a person is motivated, he/she acts accordingly and the actions taken are affected by the person’s perception of the situation Perception is the individual selection, organization and interpretation of the information which flows through people’s senses, and consequently a meaningful picture of the world is formed When people experience new things, changes take place in their behaviour, i.e they learn new things when they take action As a result, beliefs and attitudes are acquired and hence affect the buying behaviour 9|P ag e Chapter- Company profile P epsiCo is an American multinational food, snack and beverage corporation headquartered in Harrison, New York in the hamlet of purchase PepsiCo was founded in 1898; 121 years ago Founder of PepsiCo is Caleb Bradham Based on net revenue, PepsiCo is the second largest food and beverage business in the world Ramon Laguarta has been the chief executive of PepsiCo since 2018 PepsiCo ranked No.45 on the 2018 fortune 500 list of the largest United States corporations by total revenue The majority of PepsiCo’s product line consisted of carbonated soft drinks and convenience snacks PepsiCo is one of the world’s most respected companies with products sold in more than 200 countries and territories and 22 brands that generate more than $1 billion each in estimated annual retail sales Mission: Create more smiles with every sip and every bite Vision: Be the global leader in convenient foods and beverages by winning with purpose PepsiCo Products • Pepsi • Diet Pepsi • Mountain dew • Lay’s • Gatorade • Tropicana • Mirinda • up • Doritos • Quaker foods • Aquafina, etc 16 | P a ge 3.1 Pepsi’s profile It is a carbonated soft drink manufactured by PepsiCo Originally created and developed in 1893 by Caleb Bradham and introduced as Brad's Drink, it was renamed as Pepsi-Cola in 1898 and then shortened to Pepsi in 1961 Type- Cola Country of origin- United States America Variants- Diet Pepsi Pepsi Twist Pepsi Lime Pepsi Next etc Crystal Pepsi Website- pepsi.com Colour- Caramel E-150d 17 | P a ge 18 | P a ge Chapter- Data analysis and Interpretation 4.1 Introduction Data analysis and interpretation is the process of assigning meaning to the collected information and determining the conclusions, significance and implications of the findings It is an important and exciting step in the process of research In all research studies, analysis follows data collection According to C.R.Kothari (1989), “The term analysis refers to the computation of measures along with searching for patterns of relationship that exist among data-groups” Analysis involves estimating the values of unknown parameters of the population and testing of hypotheses for drawing inferences The aim of present study is to know the “buying/consuming behavior of Pepsi” The investigator collected data from 100 consumers who consume Pepsi from districtsGandhinagar and Ahmedabad only The collected data are arranged properly, analyzed systematically and interpreted precisely Types of data analysis: Descriptive analysis Diagnostic analysis Predictive analysis Prescriptive analysis 19 | P a ge ... person’s wants and behaviour Although different societal groups have their own culture that affects consumers’ buying behaviour, the extent to which it influences the behaviour might vary from... then shortened to Pepsi in 1961 Type- Cola Country of origin- United States America Variants- Diet Pepsi Pepsi Twist Pepsi Lime Pepsi Next etc Crystal Pepsi Website- pepsi. com Colour-... on the buying behaviour of the consumers This study gives us insight in understanding why does a consumer buy Pepsi? This study gives us a whole sum of understanding the consumer’s behaviour towards