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A Case Study of Soft Drinks", Indian

The document summarizes several studies on consumer behavior and preferences regarding soft drinks in India between 1984-1999. The key findings are: 1) A 1984 study in Rohtak found Campa Cola to be the most popular brand, followed by Thumps Up, Limca, and Gold Spot. 54% of respondents only drank soft drinks in summer. Taste and advertising influenced purchase decisions. 2) A 1990 Madurai study found 76.35% of consumers bought soft drinks for quality, while only 2.65% considered price. 51.72% occasionally changed brands. 3) A 1991 study of Gold Spot in Madurai found most preferred it and Limca for taste,

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113 views2 pages

A Case Study of Soft Drinks", Indian

The document summarizes several studies on consumer behavior and preferences regarding soft drinks in India between 1984-1999. The key findings are: 1) A 1984 study in Rohtak found Campa Cola to be the most popular brand, followed by Thumps Up, Limca, and Gold Spot. 54% of respondents only drank soft drinks in summer. Taste and advertising influenced purchase decisions. 2) A 1990 Madurai study found 76.35% of consumers bought soft drinks for quality, while only 2.65% considered price. 51.72% occasionally changed brands. 3) A 1991 study of Gold Spot in Madurai found most preferred it and Limca for taste,

Uploaded by

Dhaval
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Dhuna (1984)1 in his article “An Analysis of Consumer Behaviour - A Case

Study of Soft Drinks” done in Rohtak during 1983-84 aimed at determining the
prevalent attitudes of consumers towards soft drinks. Taking a sample of 150
consumer, he showed how factors like age, profession, sere and income affect
attitudes in the purchase of the products his finding were as follows: Campa Cola a
pure soft drinks product, was found to be highly popular among the consumers. The
second position was held by Thumps up, A Case study of Soft Drinks”, Indian the third
by Limca and the fourth by gold spot. Regarding the consumption pattern of
consumers, it was found that 54 percent of the respondents were in the habit of
taking soft drinks in summer only. Taste and the respondents interest in the
product’s advertisements, were found to ply the most important role in the purchase
- decision. It was also found that about 70 percent of the respondents changed their
brand quite often.

Murugesan, (1990)13 in his dissertation, “A study of consumer behaviour


towards soft drinks in Madurai City” revealed that the 76.35 per cent of the
consumer bought soft drinks only because they were satisfied with the quality.
Only meagre 2.65 percent of the consumer bought them because of cheaper price.
Beside 51.72 per cent of the consumer changed their brands occasionally and 48.28
per cent changed their preference frequently.
Kumar (1991)15 in his research work entitled “Marketing of soft drinks - A
case study of Gold Spot in Madurai City”, examined a sample of 150 consumers.
The study revealed that, most of the people liked to consumer Gold Spot and Limca
for their taste and freshness, irrespective of the price. Besides aged and young
people preferred Gold spot, 31 percent and 21 percent preferred Limca.
Rajasekaran, (1991)16 in his study entitled, “Consumer behaviour - A study
conducted with reference to soft drinks” sponsored by Madurai soft drinks Pvt.
Ltd., Madurai, revealed the buying pattern of soft drinks by the consumer and the
factors influencing his preference. The study revealed that the middle income group
provided the most promissory market. What the group really expected was
refreshment and social value. 1
Narang (1994)26 In his study on “Market survey on Lemon Drinks” said that
the objectives of the study was concerned with study of preference rate and their
opinion o the various brands of lemon clear and non lemon clear soft drinks of
Parle and Lehar. Tools used were simple percentage methods and Anova analysis.
His findings were the majority preferred citra because of better taste and 7up is
most liked and membered.

Sureshkannan, S., (1999)45 in his study titled “A study of preferred for soft
drinks of the consumer’s Arts College students in Madurai City” examined the
attitudes of owmen consumer towards various brands of soft drinks, flavours
preferred and the like. The study revealed that, the consumption of soft drinks
increased in summer especially in the afternoon, when the climate was not, and also
the students preferred the taste of the product to the price.

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