ARIHANT COLLEGE, INDORE

A Major Research Project on Topic

(Customer satisfaction and buying motive of coca-cola company)

Submitted to
Devi Ahilya University, Indore
For partial fulfillment of the requirement for the Degree of
Master of Business Administration Session (2023-25)

Submitted To: Submitted By:

Prof. SWATI SAMADHIYA RIMISHA RATHOD

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This research project is the culmination of our studies in the Marketing

Management specialization. We extend our deepest gratitude to our

professors and advisors, whose guidance and support were in valuable

throughout this journey. The purpose of this study is to explore [Customer

satisfaction and buying motive of coca-cola company], driven by the

growing relevance of [specific industry/trend]. While this project covers

extensive research, certain limitations were in evitable .The methodology

employed includes [briefly describe methodology], providing a

comprehensive analysis. The report is structured into sections that

systematically address the objectives, methodology, findings, and

conclusions, offering a detailed understanding of the topic.

2
 CERTIFICATE

This is to certify that [RIMISHA RATHOD] has successfully completed the

research project titled [Customer satisfaction and buying motive of coca-
cola company ] under the guidance of [Name of guide with
designation].The research project was undertaken as part of the requirements
for MBA in Marketing Management at Arihant College.
The project was evaluated and found to be satisfactory in terms of its quality,
methodology, and contribution to the field of [Customer satisfaction and
buying motive of coca-cola company].

We hereby declare that the work presented in this project is original and has
not been submitted elsewhere for any other degree or award.

Signature of Supervisor: ___________

Date________

3
 DECLARATION

I ( RIMISHA RATHOD) student of MBA(MM), Arihant

College .Declare that the Major Research Project work which is
being presented in the report entitled (Customer satisfaction and
buying motive of coca-cola company ).The research as per my
knowledge is original and not published in any research journal
previously.

(Rimisha Rathod)

MBA 3rd SEMESTER

2023-2025

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 ACKNOWLEDGEMENT

I am grateful to my MRP guide (Prof. SWATI SAMADHIYA) for her

precious guidance throughout my major research project. She has
devoted his valuable time and motivated me at every step towards
completing this project. The study would not have been possible without
her generous guidance.

I am deeply in debated to Dr. Vivek Kapre, Principle – Arihant College,

Indore for his support and blessings .His support has rendered me great
help towards this project.

I also express my sincere gratitude to my family members, friends and

respondents for their extended support throughout the project. Finally, I
am thankful to all those who have directly or indirectly contributed in
this project.

TABLE OF CONTENT
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S.No. Topic Page No.

1. Introduction 1-8

2. Literature Review 9-11

3. Research Methodology 12-14

4. Data Analysis 15-18

5. Findings ,Suggestion & 19-68

Conclusion

6. References 69

7. Appendices 70

6
 Introduction

The buyer forms a judgment of volume and acts. Whether the buyer is
satisfied after purchase depends upon the offer's performance in relation to
the buyer's expectations. According PHILIPKOTLER ,the definition of
customer satisfaction is the level of a person's felt state resulting from
comparing a product's perceived performance in relation to the person's
expectations}

Thus the satisfaction level is a function of the difference between

perceived performance and expectations. A customer could
experience may be three broad levels of satisfaction. If the
performance fans short of expectations. If the performance
matches the expectations, the, customer is satisfied. If the
performance exceeds expectations, the customer is highly
satisfied, pleased or delighted. Companies are aim in thigh
because who are just satisfied will still find it easy to switch
supplies when a better offer comes along. The fact is that high
satisfaction or Delight creates an emotional affinity with the brand
not, just a rational preference, and they creates high customer
loyalty.

The change is to create company culture such that everyone within

the company aims to delight the customer. Companies seeking to
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win in today's markets must track their Customers expectations
perceived company performance and consumable satisfaction that
need to monitor this for their competitors as well.

8
 STATEMENT OF THE PROBLEM
Literature Review

In the present global business environment,

there is a saying that“Customer is the King” and
“survival” is the mantra of each and every
organization. This is achieved only when the
customers of its products and services are satisfied.
Retaining the customers’ of a company and make
them loyal towards it, depends upon the degree of
satisfaction of them towards the products and services
which it offers for them for meeting their needs and
wants. Customer needs, wants and expectations are
changing from time-to-time. The company, which is
able to meet these diversified as piration soft he
customers ,is the only one to survive in this
competitive Customer satisfaction is the means to
determine the survival, growth and prosperity of an
organization and whether to be in the competition or
to withdraw from it. In Soft drink Dairy Industry,
Coca Cola and is the market leader in Andhra
Pradesh.

In this context, the researcher had undertaken this

study to know the degree of Customer Satisfaction
and preferences toward the Coca Cola Soft drink
Products and to find out any discrepancies, in the
minds of customers, and to suggest management
measures to minimize them.
 OBJECTIVE SOF THE STUDY

 To study the customer satisfaction towards the Coca

Cola products.

 To study the market in efficiency of Coca Cola

products.

 To study the customer awareness levels soft various

Coca Cola products.

 To study the opinion various aspect soft Coca Cola

products.
 RESEARCH METHODOLOGY

Research Design

The researcher after selecting the research

problem, he has to plan how he should conduct his

research in a most efficient and successful manner.

Good planning gives the direction to the research for

the successful completion of the project .The plan of

the study is called as Research design.

Data Source: Primary Data

Research Approach: Survey
Method Research
Instrument: Questionnaire
Contact method: Personal/Direct
 Types of Research

Research design is purely and simply a

framework for a study that guides the collection and

analysis of the data.

There are two basic types:

1. Descriptive Research

2. Casual Research

This research includes surveys and fact find in

gen queries’ of different kinds. The major purpose of

descriptive research is that the researcher can only

describe the state of affair sex is tin gat present in the

or genii rations .The main feature of this method

Is that the Researcher has no control over the

extraneous variables called there spondents as he is

going to interview the employees of the organization

in order to perform his study. He can only report what

happened or what is happening. In social relationship

between the dependent and independent variables

existing within the organization. The independent

variables are quality, price, availability, durability,

after-sales service and other features of Coca Cola

Soft drink Products and the dependent variables are

the Customers’ satisfaction towards the Coca Cola

Soft drink Products and their loyalty towards the

company.
 Sources of Data and analysis’

To perform the research study by there searcher,

the sources of data obtained at Coca Cola are-

1) Primary Data: This data is obtained by

interacting and interviewing the customers of

Coca Cola by providing them questionnaires

and directly interacting with them.

2) Secondary Data: This data is obtained

directly from the company in the form of

broachers, pamphlets, charts, diagrams,

documents and other forms.

Questionnaire:

This method of data collection is quite popular

particularly in case of bigger queries’. It is being

adopted by private individuals, research workers,

private and public organizations and even by

government. In this method, a questionnaire is issued

to the persons concerned with a request to answer the

questions and return the question naira. A question

naira consists of number of questions printed or typed

in it order or a form or set of forms.

There searcher used the structured question naira which the

questions are:

1. Open-ended questions

2. Closed-ended questions

3) Multiple-choice questions.
Sampling Design

There searcher has do Nevis research study on

the customer soft Soft drink products in Nellore using

simple Random Sampling Procedure.

Sample Size: 350CustomersofCocaColaProducts

Sampling Procedure

The researcher has performed his study using a

convenience sampling method to find out the

Customers ’ preferences and satisfaction towards the

Soft drink products of Coca Cola. According to this

method, the researcher can select any of the

respondents from the total population to be as a

sample for his study by keeping in view time and cost

constraints.
Random sampling

Random sampling is also known as ‘probability

sampling’ or ‘chance sampling’. Under this sampling

design, every item of the universe as an equal chance

of inclusion in the sample.

Random sampling from a finite population refers

to that method of sample selection which gives each

possible sample combination an equal probability of

being picked up and each item in the sample. This

applies to sampling without replacement i.e., once an

item is selected for the sample, it can appear in the

sample again. In brief, the implications of random

sampling (or simple random sampling) are:

Gives each element in the population an equal

probability of getting into the sample; and all
choices are independent of one another.
 SCOPE OF THE STUDY

The present study is to know the customer satisfaction,

marketing efficiency and the customer awareness

level soft Coca Cola and also getting the opinion

various as pacts’ of Coca Cola products.

 LIMITATIONS OF THE STUDY

 As my study is confined only to the customers of

Coca Cola Soft drink Products, the

 Results may not be generalized to the total

market of Coca Cola Soft drink Products.

 As the customers of Coca Cola Soft drink

Products are in a large number, it is not possible

for the researcher together information from all

of them due to time and cost constraints.

The information provided by the customers

may be misleading .Though all the measures have

been taken to minimize this effect.

 INDUSTRY PROFILE

Producing companies to formulate customer-centric

strategies. These changes had a positive impact,

leading to the rapid growth in the FMCG industry.

Increased availability of retail space, rapid

urbanization, and qualified man power al so boosted

the growth of the organized retailing sector.

HLL led the way in revolutionizing the product,

market, distribution and service format soft the

FMCG industry by focusing on rural markets, direct

distribution, creating new product, distribution and

service formats. The FMCG sector also received a

boost by governmental initiatives in the 2003 budget

such as the setting up of excise free zones in various

parts of the country that witnessed firms moving

away from outsourcing to manufacturing by investing

in the zones.

Though the absolute profit made on FMCG products

is relatively small, they generally sell in large

numbers and so the cumulative profit on such

products can be large. Unlike some industries, such as

automobiles, computers, and airlines, FMCG does not

suffer from mass layoffs every time the economy

starts to dip. A person may put off buying a car but he

will not put off having his dinner.

Unlike other economy sectors, FMCG share float in a

steady manner irrespective of global market dip,

because they generally satisfy rather fundamental, as

opposed to luxurious needs. The FMCG sector, which

is growing at the rate of 9% is the fourth largest

sector in the Indian Economy and is worth Rs.93000

cr. The main contributor, making up 32% of the

ABRIEFINSIGHT-BEVERAGEINDUSTRYININDIA

In India, beverages form an important part of the lives

of people. It is an industry, in which the players

constantly innovate, in order to come up with better

products to gain more consumers and satisfy the

existing consumers.
Fig 2 .0BEVERAGES IN INDIA

The beverage industry is vast and there various way

soft segmenting it, so as to cater the right product to

the right person. The different way soft segment in

get is as follows:

 Alcoholic, non – alcoholic and sports beverages.

 Natural and Synthetic averages.

 In-home consumption and out of home on premises

consumption.

 A gee wise segmentation I. e. be verages for

kids, for adult sand for senior citizens.

  Segmentation based on the amount of

consumption i.e. high levels of consumption and

low levels of consumption.

If the behavioral patterns of consumers in India are

closely noticed, it could be observed that consumers

perceive beverages in two different ways i.e.

beverages are a luxury and that be ages have to be

consumed occasionally. These two perceptions are

the biggest challenges faced by the beverage industry.

In order to leverage the beverage industry, it is

important to address this issue so as to encourage

regular consumption as well as and to make the

industry more affordable.

Four strong strategic elements to increase consumption

of the product soft the beverage industry in India are:

 The quality and the consistency of beverages

 needs to be enhanced so that consumers are

satisfied and they enjoy consuming beverages.

 The credibility and trust needs to be built so that

there is a very strong and safe feeling that the

consumers have while consuming the beverages.

 Consumer education is a must to bring out

benefits of beverage consumption whether in

terms of health, taste, relaxation, stimulation,

refreshment, well- being or prestige relevant to

the category.

 Communication should be relevant and trendy so

that consumers are able to find an appeal to go

out, purchase and consume.

 The beverage market has still to achieve greater

penetration and also a wider spread of

distribution. It is important to look at the entire

The 50-bn-rupee soft drink industry is growing now at

6to7% annually. In India, Coke and Pepsi have a

combined market share of around 95% directly or

through franchisees. Camp Cola has a 1% share, and

the rest is divided among local players. Industry

watchers say, fake products also account for a good

share of the balance. There are about 110 soft drink

producing units (60% being owned by Indian bottlers)

in the country, employing about 125,000people.There

are two distinct segment soft the market, cola and

non-cola drinks. The cola segment claims a share of

62%, while the non-cola segment in clued soda, clear

lime, cloudy lime and drinks with orange and mango

flavors.

The per capita consumption of soft drinks in India is

around 5 to 6 bottles (same as Nepal's) compared to

Pakistan's 17 bottles, Sri Lanka's 21, Thailand's 73,

the Philippines 173 and Mexico 605. The industry

contributes over Rs 12 ban to the exchequer and

exports goods worth Rs 2 bn. It also supports growth

of industries like glass, refrigeration, transportation,

paper and sugar. The Department of Food Processing

Industries had stipulated that 'contains-no-fruit-juice'

labels be pasted on returnable glass bottles. About

85% of the soft drinks are currently sold in returnable

bottles. There was a floating stock of about 1000 mn

bottles valued at Rs 6 bn. If the industry were to abide

by the new guidelines, it would have to invest in new

bottles, resulting in a cost outgo of Rs 5 bn. Neither

Coke nor Pepsi is in a position to invest such a large

amount.

Around 400,000 tons of raw materials would be

For placing the bottles to end-march 2006. In the

meantime, the producers have shifted substantially to

the use of PET bottles.

Soft and aerated drinks were considered products for

the middle class and the affluent. That segregation is

no more valid. Soft and rated drinks are consumed by

all except those who cannot afford to buy any drink.

An NCAER study says that 91% soft drink sales are

made to the lower, middle and upper middle

classes .The soft drink industry has been urging the

government to categories are rated waters (soft

drinks) equitably with other consumer products of

mass consumption and remove special excise duty.

The industries tomatoes that the beverage market

should grow at twice the rate of GDP growth. The

Indian market should have, therefore, grown by at

least 12%. However, it has been growing at are ate of

about6%.Incontrast, theChinesemarketgrewby 16% a

year, while the Russian market expanded

At almost four times the rate of growth of the Indian

market.

It may be recalled that Coca-Cola, the world's number

one player, was present in India for a long time in

collaboration with an Indian producer but was thrown

out in the late

1970s.ItreappearedinIndiafollowingtheeconomicliber

alizationera-butafterits

rival,world'snumbertwo,hadalreadyenteredinabigwayf

ollowingalongand tough fight against the opposition

from the domestic producers .When Coca- Cola are -

entered,itinstalledanewmilestone.Itacquiredthewellflo

urishingIndia'stop
player,Parle.Sincethenitisbasicallyafightbetweenthetw

oAmericangiants. Others are playing a peripheral role

,as adjuncts to the two MNCs .World ' s third biggest

player ,Cadbury Schweppes ,handle soma de a n en

try but was gobble up by Coca-Cola. When Coca-

Cola acquired Parle brands, it was, in fact, buying the

bottling facilities, the marketing network, and thee

established consumer preference during the

Market build- up .The brands were a drag on the

global brand. Since Coca-Cola was not interest din

brands (like Thumps Up), it did not promote

them .The result, at least, and in the short run was a

loss of the market to the competitor. Coca-Cola

decided to market more effectively the Parle brands. I

in it armory Coke, Thumps Up, Limca and Fanta. The

latest to enter market was Parle’s erstwhile Rimzim,

alongside Portello, a black currant flavored drink,

very popular in Srilanka.

Coca- Cola pe rates through 35 plants and 16

franchisees throughout the country, while Pepsi Co

has 20 plants, but it has 7 more franchise see sat 23 to

16 of its rival. Coca-Cola claims a market share of

51%, while Pepsi has a share of 46%. The claims,

however, remain disputed .The other smaller players

like Pure Drinks Ltd claim the rest of the market. The

shares of the two lead players are consolidated

figures, which include the respective bottlers. Coca-

Cola had approached the government for a five year

extension for divesting 49% equity in its bottling

subsidiary ,Hindustan Coca- Cola Holdings .It had

setup the marketing subsidiary as part of its strategy

to integrate all its bottling operations, both company-

owned and franchisee bottlers, apparently keeping in

line with its global policy. All together, it had bought

initially over 38 franchisee bottlers.

Kandhari Beverages, coke bottlers for north have

been eyeing to lift a stake in Coca- Cola India. Coca-

Cola had filed an application to offload 49% stake of

its bottling operations in favour of their Indian

operator’s .Besides Kandhari, three other bottlers, and

one
Ups, as consumers seem to be shifting away from

carbonated soft drinks. PepsiCo is deliberating

whether to come out with Pepsi Twist, a cola mixed

with lemon .But while both companies do not have

juice sports drinks, bottled water and other such

drinks in their line-ups, coke nor Pepsi has launched a

new national variety of a cola- flavoured carbonated

soft drink in years.

PepsiCo had achieved Rs 3 b n worth of exports,

which include processed foods, basmati rice, guar

gum and soft drinks concentrate .PepsiCo completed

the second phase of its expansion and with this

expansion, Pepsi Co was to explore the possibility of

expanding the export of concentrates to more

countries in addition to the exports to Russia and

other South Asian countries.

Pepsi India has entered in to a marketing tie up with

Hindustan Lever to promote sales of soft drinks

through Pepsi-HLL network of vending machines and

fountains. The major soft drink brands in the Pepsi

stable are Pepsi, 7UP, Miranda, Tropicana and

Acquafina.

As a major strategic departure, both MNCs were

expanding their brand range. Consequent to some

diversifying moves, at present, the sales ratio of

Coca-Cola between soft drinks and other beverages is

95.5. The company intended to change this to 80:20in

the next three years. Its juice brand, Maaza – acquired

from Parle a few years ago - is being given a major

thrust .It has plans to go in for canned coffee , iced

tea and purified categories under expansion schemes .

I that’s already launch edits bottled water brand,

Kinley, in the Indian market. Besides, it is intending

to acquire domestic brands in the non-carbonated

beverages segment.

The global deal between Coca-Cola and P&G to

form a snacks and beverages joint venture company

was reported to have slipped into rough weather. The

P&G brand of potato wafer, Pringles, see me d to be

faced with distribution problems in India .P&G

Had globally tied up with Coca-Cola to form a stand-

alone juice and snacks company. The new firm is

focused on developing and marketing new juices,

juice based averages and snacks on a global basis.

The Sharjah-based Allied Beverages was pushing its

Ah LAN brand in India, having entered the market in

mid - 2000. It star get was carbonated drink s market

in PET bottles .It splans were to launch a PET bottle

in the popular 300 ml category. Ahlan expected to

gain a 12% share of the total PET bottle market in

northern India. Of the total market, PET bottle

segment is approximately 12%. Presently, Allied Be

veragesh as a manufacturing unit at Dharuhera in

Haryana. The product range includes carbonated

drinks - cola, orange, lemon and soda in three pack

sizes - 500 ml, 1500 ml and 2000 ml .Allied

Beverages sells non-carbonated drinks in 200 ml food

grade cups priced at Rs 7 in its portfolio, available in

four different flavours .The company's future plans in

cud pulp-based fruit drinks in flavours, which will be

available in 200 ml non-returnable glass bottles.

IFB Agro Industries has handed over the distribution

rights of Cadbury Schweppes in favour of Coco-Cola

India, following the global takeover of Schweppes

beverages by Coke. The company still retains the

bottling rights for the beverages.

It was noticed for the first time during the summer of

2004 that soft drink companies were registering a

slower growth in the sale of bottled water at 20%

compared to 35%in case of drinks.

The growing population and rise of the middle class,

US. Hispanics include people of Cuban, Mexican,

Puerto Rican, Southern or Central American descent.

People of other Spanish cultures or origins, regardless

of race, are also considered Hispanic. Nielsen

estimates that by 2015, Hispanics will have $1.5

trillion in buying power, reflecting a significant 50%

rise from 2010.

PET bottle segment is approximately 12%.Presently;

Allied Beverages has a manufacturing unit at

Dharuhera in Haryana. The product range includes

carbonated drinks - cola, orange, lemon and soda in

three pack sizes - 500 ml, 1500 ml and 2000ml.Allied

Beverages sells non-carbonated drinks in 200 ml food

grade cups priced at Rs 7 in its portfolio, available in

four different flavours. The company's future plans

include pulp-based fruit drinks in flavours, which will

be available in 200 ml non- returnable glass bottles.

IFB Agro Industries has handed over the distribution

rights of Cadbury Schweppes in fl avour of Coco-

Cola India, following the global takeover of

Schweppes beverages by Coke. The company still

retains the bottling rights for the beverages.

 COMPANY PROFILE

The Coca – Cola Company The Coca – Cola

Company (NYSE:KO) is the world's largest beverage

company ,refreshing consumers with more than 500

sparkling and still brands and more than 3,800

beverage choices. Led by Coca-Cola, one of the

world's most valuable and recognizable brands, our

company’s portfolio features 20 billion-dollarbrands,

18 of which are available in reduced -, low-or no-

calorie options. Our billion-dollar brands include Diet

Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, vitamin

water, Powerade, Minute Maid, Simply, Del Valle,

Georgia and Gold Peak. Through the world's largest

beverage distribution system, we are the No. 1

provider of both sparkling and still beverages. More

than 1.9 billion servings of our beverages are enjoyed

by consumers in more than 200 countries each day.

With an enduring commitment to building sustainable

communities, our company is focused on initiatives

that reduce our environmental footprint, create a safe,

inclusive work environment for our associates, and

enhance the economic development of the

communities where we operate. Together with our

bottling partners, we rank among the world 'stop 10

private employers with more than700, 000 system

associates. About Coca-Cola India

Coca-Cola India is one of the country’s leading

beverage companies, offering a range of healthy, safe,

high quality, refreshing beverage options to

consumers. Over the last 23 years, ever since its re-

entry in 1993, the company has gone on to establish

an unmatched portfolio of beverages; refreshing

consumers with its leading beverage brands like

Coca-Cola, Coca-Cola Zero, Diet Coke, Thumps Up,

Fanta, Fanta Green Mango, Limca, Sprite, Sprite

Zero, VIO Flavored Milk, Maaza, Minute Maid range

of juices, Georgia and Georgia Gold range of hot and

cold tea and coffee options, Kinley and Bonaqu a

packaged drinking water ,Kinley Club Soda and

BURN energy drink.

The Company along with its bottling partners,

through a strong network of over 2.6 million retail out

lets ,touches the live so f millions of consumers . Its

brands are some of the most preferred and most sold

beverages in the country.

The Coca-Cola system in India has already invested

USD 2 Billion till 2011, since its re-entry into India.

The company will be investing another USD 5 Billion

till the year 2020. The Coca-Cola system in India

directly employs over 25,000 people including those

on contract. The system has created indirect

employment for more than 1, 50,000 people in related

industries through its vast procurement, supply and

distribution system. West rives to ensure that our

work environment is safe and inclusive and that there

are plentiful opportunities for our people in die and

across the world.

With an enduring commitment to building sustainable

communities, our Company is focused on initiatives

that reduce our environmental footprint, support

active, healthy living, create a safe, inclusive work

environment for our associates, and contribute to the

development of the communities where we operate.

Some its Company’s flagship community

development programs include the “Support My

School” program, the “Parivartan” retailer training

program, women empowerment program as a part of

the global 5BY20 campaign etc.

TCCC re-entered the Indian markets post the

economic liberalization of 1991 and established Coca

– Cola India Private Limited (CCIPL) as its wholly-

owned subsidiary in 1992. Entities comprising

In India, the Coca-Cola system comprises of a wholly

owned subsidiary of The Coca- Cola Company

namely Coca-Cola India Pvt Ltd which manufactures

and sells concentrate and beverage bases and

powdered beverage mixes, a Company-owned

bottling entity, namely, Hindustan Coca-Cola

Beverages Pvt Ltd; thirteen licensed bottling partners

of The Coca-Cola Company, who are authorized to

prepare, package, sell and distribute beverages under

certain specified trademarks of The Coca-Cola

Company; and an extensive distribution system

comprising of our customers, distributors and

retailers.

Coca-Cola India Private Limited sells concentrate

and beverage bases to authorized bottlers who are

authorized to use these to produce our portfolio of

beverages. These authorized bottlers independently

develop local markets and distribute beverages to

grocers, small retailers, supermarkets, restaurants and

numerous other businesses. In turn, these customers

make our beverages available to consumers across

India.
 PRODUCT PROFILE

Coca-Cola is the most popular and biggest-selling

soft drink in history, as well as one of the most

recognizable brands in the world.

Created in 1886 in Atlanta, Georgia, by Dr. John S.

Pemberton, Coca-Cola was first offered as a fountain

beverage at Jacob's Pharmacy by mixing Coca-Cola

syrup with carbonated water.

Coca-Cola was patented in 1887, registered as a

trademark in 1893 and by1895 it was being sold in

every state and territory in the United States.

In 1899, The Coca-Cola Company began franchised

bottling operations in the United States and in 1906

bottling operations for Coca-Cola began to expand

inter nationally.
 Product List & Descriptions

Vio Almond Delight Maaza

Pulpy Orange Minute Maid Nimbu

Kinley Soda Limca

Kinley Water Coca-Cola

Diet Coke ThumsUp

Sprite Fanta
 3 THEORETICAL FRAME WORK

Marketing:

According to Peter Duck, "Marketing is so basic that

it cannot be considered a separate function. It is the

whole business seen from the' point of view its final

results, that is from the Customers point of view

business success is not determined by the producers

but by the Customers."

The definition of marketing management as approved

by the American Marketing Association in 1985 is

"Marketing Management is the process of planning

and exe cutting the conception, pricing, promotion

and distribution of goods, services and ideas to create

exchange with target group that satisfy customer and

organizational objectives".
The definition recognizes that marketing management

is a process involving analysis, planning

implementation and control; that it covers goods,

services and ideas; that it rests in the notion of

exchange and that the goods is to produce satisfaction

for the parties involved. "

The buyer forms a judgment of volume and acts.

Whether the buyer is satisfied after purchase depends

upon the offer's performance in relation to the buyer's

expectations. According to PHILIPKOTLER ,the

definition of customer satisfaction is the level of a

person's felt state resulting from comparing a

product's perceived performance (or outcome) in

relation to the person's expectations}

Thus the satisfaction level is a function of the

difference between perceived performance and

Matches the expectations, the, customer is satisfied. If

the performance exceeds expectations, the customer

is highly satisfied, pleased or delighted.

Companies are aim because who are just satisfied will

still find it easy to switch supplies when a better offer

comes along. The fact is that high satisfaction or

Delight creates an emotional affinity with the brand

not, just a rational preference, and they creates high

customer loyalty.

The change is to create company culture such that

everyone within the company aims to delight the

customer. Companies seeking to win in today's

markets must track their Customers expectations

perceived company performance and consumable

satisfaction that need to monitor this for their

competitors as well.
For customer centered companies, customer

satisfaction is the go a land a marketing tool.

Companies that achieve high customer satisfaction

ratings make sure that their customer satisfaction

ratings make sure that their target market knows it.

Although the customer center firm seeks s to create

high customer satisfaction, it is not fail to maximum

customer satisfaction. First, the company can increase

customer satisfaction by reducing its price or

increasing its services, but his "nay result in lower

profits. Second, the company might be able to

increase its profitability in other ways, such as by

improving its manufacturing or invest in more in R

&D .Third; the company has many stake holders

including employees, dealers, suppliers and

stockholders. Spending more to increase customer

A company's tools for tracking and measuring

customer satisfaction range from the primitive to the

sophisticated. Companies use the following methods

to measure how much customer satisfaction they are

creating.

COMPLAINT AND SUGGESTIONS SYSTEM

A customer centered organization would make it easy

for its customer to deliver suggestions and companies

with many good ideas and enable them to act more

rapidly to resolve problems.

CONSUMER SATISFACTION SURVEY

A Company must not conclude that it can get a full

picture of customer satisfaction and dissatisfaction by

simply running a complaint and suggestion system,

customers may feel stupid, or that no remedy win be

offered. Most customers win buy less or switch rather

than complain. The result is that the company has

needlessly lost customers.

Therefore, companies cannot lose complaint levels as

a measure of customer satisfaction. Responsive

companies obtain as direct measure of customer

satisfaction by conducting periodic surveys. They

send questionnaires or make telephone calls to

random Sample to their recent customers to find all

how they feel about various aspects of the company

performance. They win also solicit buyer's views on

their competitor's performances.

Customer's satisfaction can be measured in a number

of ways. It can be measured directly by asking:

"Indicate how satisfied you are with service X on the

following scale; highly dissatisfied, dissatisfied,

indifferent, satisfied, highly satisfied, (directly

Analysis) finally, companies could as k respondent s to

rate various elements of; the offer in terms of the

importance of each element and how well the

organization performed each element

(importance/performance ratings). This last method

helps the company to know it is under performing on

relatively unimportant elements. While connecting

customer's satisfaction data, it would also be useful to

ask additional questions to measure customers

repurchase intention .This win normally be high, if the

customer satisfaction is high. According to John Young.

"Fully nine out of 10 customers in our surveys who

rank themselves as highly satisfied say they would

definitely or probably buy from HP again. This

satisfaction Translates into profitability because it

cost five items more to gain a new customer than it

does to keep an existing one."

It would also be useful to. Measure the customer's

likelihood or willingness to recommend the company

and brand too the persons. A highly positive word-of-

month score indicates that the company is producing

high customer satisfaction.

GHOSTSHOPPING:

Another ruse full way together a picture of customer

satisfaction is to hire persons to pose as potential

buyers to report their findings on strong and weak

points they experienced in buying the companies and

competitors products. These ghost shoppers can even

an in problem to test whether the company’s stiles

personnel handle the situation well

LOST CONSUMER ANALYSIS:

Companies should contact customers who have

stopped buying or two have switched to another

supplier to learn why this happened. They mount a

thorough effort to learn where they failed - is their

price too high, their service deficient, their products

unreliable and so on.

SOME CAUTIONSIN MEASURING CONSUMER
SATISFACTION:

When customers rate their satisfaction with an

element of the company's performances say delivery,

we need to recognize that customers win vary in how

they define good delivery; it could mean early

delivery, on-time delivery, order completeness and so

on yet if the company had to spend out every element

in detail, customers would force a huge question

noise. We must also recognize that two customers can

report being highly satisfied for different reasons.

One may be easily satisfied most of the time and

other might be hard to please but "vas pleased on this

occasion.

Companies should al so note that managers and sales

persons can manipulate their rating on customer

satisfaction. They can also try to exclude unhappy cu

OBSERVATION SON CONSUMER SATISFACTION:

The measured value of industrial output is not

necessarily a measure of customer satisfaction with

that output. Here are some of Professor Farmer's

findings on the industry level.

◻ Customer satisfaction win be lower in industries

where the industry offers a homogeneous product to a

heterogeneous market. On the -I other hand,

industries that supply high quality homogeneous

product to a heterogeneous is market win register

Satisfaction. When customers have high expectations

and the reality falls short, they will be disappointed

and will likely rate their experience as less than

satisfying .For this reason, a luxury resort, for

example, might receive a lower satisfaction rating

than a budget motel—even though its facilities and

service would be deemed superior in 'absolute'

terms."

The importance of customer satisfaction dim in is has

when a firm has increased bargaining power. For

example , cell phone plan providers , such as AT & T

and Verizon ,participate in an industry that is a no li

go poly , where only a few suppliers of a certain

product or service exist .As such , many cell phone

plan contracts have a lot off print with provisions that

they would never get a way if there were , say ,a

hundred cell phone plan providers , because customer

satisfaction would be way too low, and customers

would easily have the option of leaving for a better

contract offer. There is as body of empiric all that

establishes the benefits of customer satisfaction for

firms.

Purpose

A business ideally is continually seeking feedback to

improve customer satisfaction. "Customer satisfaction

provides a leading indicator of consumer purchase

intentions and loyalty.""Customer satisfaction data

are among the most frequently collected indicators of

market perceptions. Their principal use is twofold:"

"Within organizations, the collection, analysis and

dissemination of these data send a message about the

importance of tending to customers and ensuring that

they have a positive experience with the company’s
ramifications of satisfaction are most strongly

realizedat the extremes." On a five- point scale,

"individuals who rate their satisfaction level as '5' are

likely to become return customers and might even

evangelize for the firm. (A second important metric

related to satisfaction is willingness to recommend.

This metric is defined as "The percentage of surveyed

customers who indicate that they would recommend a

brand to friends. “When a customer is satisfied with

a product, he or she might recommend it to friends,

relatives and colleagues. This can be a powerful

marketing advantage.) "Individuals who rate their

satisfaction level as '1,' by contrast, are unlikely to

return. Further, they can hurt the firm by making

negative comments about it to prospective customers.

Willing store commend is a key metric

CFI Group, Inc. and Foresee Results apply the ACSI

to websites and other online initiatives. ASCI scores

have also been calculated by independent researchers,

for example, for the mobile phones sector, higher

education, and electronic mail.

The Kano model is a theory of product development

and customer satisfaction developed in the 1980 s by

Professor Kano that classifies customer preferences

into five categories: Attractive, One-Dimensional,

Must-Be, Indifferent, Reverse. The Kano model

offers some insight into the product attributes which

are perceived to be important to customers.

Rater is a service-quality framework that has been

incorporated into customer-satisfaction surveys (e.g.,

the revised Norwegian Customer Satisfaction

Barometer) to indicate the gap between customer

expectations and experience.

J.D. Power and Associates provides another measure

of customer satisfaction, known for its top-box

approach and automotive industry rankings. J.D.

Power and Associates' marketing research consists

primarily of consumer surveys a publicly known for

the value of its product awards.

Other research and consulting firms have customer

satisfaction solutions as well. These include A.T.

Kearney's Customer Satisfaction Audit process,

which incorporates the Stages of Excellence

framework and which helps define a company’s

status against eight critically identified dimensions.

For B2Bcustomer satisfaction surveys, where there is

a small customer base, a high response rate to the

 SUGGESTIONS

 The Coca Cola as increasing more distributions channels.

 The Coca Cola maintains relations with the customers in

feature also.

 Coca Cola should up date technology of output.

 To conduct more Awareness programs in the

villages about Coca Cola Soft drink details.

 To concentrate to give Advertisements through

Holdings, print media.

 Coca Cola should satisfy all the customers,

suppliers and distribution members.
 5 CONCLUSION

Overall the observation the Coca Cola Soft

drink products purchasing by the majority of the

customers and very satisfied with Coca Cola Soft

drink products.

The organizations should maintain same relations

and also to use new technology and to increase

strong distributions channels to provide more

discounts on the occasions and festivals and also

to conduct the awareness programs like sales

promotions mix.
 Reference:

For successfully completing my project work file. I have taken

Help from the following website links:

*www.google.com
*www.wikipedia.com
*www.youtube.com

Following books are used to have an idea about coca-cola

*The story of coca-cola

*Inside cola-cola
 Appendices
The coca cola company

The cola -Cola Company is an American multinational

corporation founded in 1892. It is best known for its flagship
product, coca-cola, and is headquartered in Atlanta, Georgia.
The company operates a franchised distribution system,
where it produces syrup concentrate sold to bottlers
worldwide. Coca-cola has a wide product portfolio including
soft drink, fruit juices, sports drinks and bottled water. The
company’s mission is to refresh the world and make a
difference through sustainable practices, innovation, and
community engagement