INTRODUCTION Satisfaction is an important element in the evaluation stage.

Satisfaction refers to the buyer's state of being adequately rewarded in a buying situation for the sacrifice he has made. Once the customers purchase and use the product they may then either be satisfy or dissatisfied. Today's market is buyer oriented where the customer is considered the king. He has full power to choose the desired product according to his needs and wants. His preference is most important. Because of the huge competition, every manufacturer wants to survive in the market and earn profit. This is possible only when the products manufactured are according to the tastes and preferences of the customers and meet their expectations. Different customers have different perceptions because no two customers have similar wants and needs. Product with good features may attract a good number of customers because good feature suits the requirement of the customers. They make decisions based on their past experience and future contingencies. Hence the company needs to analyze the customer perception, which helps them in determining the v

``

arious factors influencing consumers choice in buying.

The Project CUSTOMER SATISFACTION TOWARDS PEPSI deals with consumers preferences for Cola Drinks, to study the Market Potential of PEPSI. The company PEPSI has interests in various sectors and they provide consistent quality products to meet costumers requirement worldwide. This report clearly mentions objective of the study and the research methodology utilized, both primary data and secondary data. The data collection method used is structured nondisguised questionnaire in which the types of questions used are open ended, multiple choice and close ended. The report contains a detailed view of the PREFERENCES of consumers towards PEPSI.

COMPANY OVERVIEW Caleb Bradham a New Bern N.C druggist who formulated Pepsi Cola founded Pepsi Cola Beverage business at turn of the century. Pepsi Cola Company now produces and markets nearly 200 refreshment beverages to retail, restaurants and food service customers in more then 190 countries and territories around the world and generates revenue of over 18 billion dollars PepsiCo World Headquarters is located in Purchase, New York. Pepsi Co. is the world leader in the food chain business. It consists of many companies amongst which the prominent ones are Pepsi Cola, Frito-lay, Pepsi food international, Pizza-hut, KFC and Taco bell. The group is presently into three most profitable businesses namely, Beverages Snacks foods and Restaurants. The beverages segment primarily market it Pepsi diet, Pepsi Mountain Dew and other brands worldwide and 7UP outside the U.S.market. They are positioned in close competition with Coca Cola inc. of USA. The Snacks food divisions manufacture and distribute and markets others snacks worldwide. The restaurant segment

primarily consists of the operations of the worldwide Pizza-Hut, Taco bell and KFC chains PFS, PepsiCos restaurant distribution operation, supplies to Company owned and Franchise restaurants in the U.S. Pepsi Co is going blue. This was the new color adopted by the company to strengthen its brand globally. Also the company is changed colors from Generation X to GENERATION NEXT. Although Pepsi holdings over the years have become diverse in such fields as the Snacks industry and Restaurants industry, this portfolio will discuss its core business and its highly successful business of Beverages. The soft drink industry customer base is probably the widest and deepest base in a world that is flooded with some many categories. According to Beverage Digest the customer base for soft drinks is a whopping 95% of regular users in the United States. This represents a large field of potential customers for Pepsi Cola.Pepsi prefers to segment itself as the beverage choice of the New Generation, Generation Next, or just as the Pepsi Generation. These terms adopted in Pepsis advertising campaigns are referring to the markets that marketers refer to as Generation X. The Generation X consumer is profiled to be between the ages of 18 to 29. They have high expectations in life and are very mobile and active. They adopt a lifestyle of living for today and not worrying about long-term goals. Those Pepsis main emphasis on this segment they also have a focus on the 12 to 18 year old market. Pepsi believes if they can get this market to adopt their product then they could establish a loyal customer for life. Pepsi Cola throughout its 100 years of existence has developed much strength. One of the strengths that has developed Pepsi into such a large corporation is a strong franchise system. The strong franchise system was the backbone of success along with a great entrepreneur spirit. Pepsis franchise system and distributors is credited to bring Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997. Pepsi also has the luxury to spend 225 million dollars in advertising a year. This enormous ad budget allows Pepsi to reinforce their products with reminder advertising and promotions. This large budget also allows Pepsi to introduce new products and very quickly make the consumer become aware of their new products. Pepsi also has had the good fortune of making very wise investments. Some of the best investments have been in their acquiring several large fast food restaurants. They have also made wise investments in snack food companies like Frito Lay, which at present time is the largest snack company in the world. Probably high on the list of strengths is Pepsis beverage line up. Pepsi has four soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi. Some other strong brands are All Sport, Slice, Tropicana, Starbucks, Aquafina and a license agreement with Ocean Spray Juices.

OBJECTIVE OF THE STUDY To study the consumers preferences for PEPSI. To know the percentage of males and females that are aware about PEPSI To know whether the people like PEPSIS advertisement. To know the reason to buy PEPSI drinks. To know the level of awareness about PEPSI To study the consumer attitude towards PEPSI. To know influencing factors to buy PEPSI To know the satisfaction level of consumers. To gather innovative ideas to improve the product quality.

SCOPE OF THE STUDY The scope of this study was to know the consumers attitude about the various factors such as company image, quality etc and also to know their brand awareness. Further it also helps to know the effective media to advertise the product. The study can also be used to know customer satisfaction level about price, discount basis; quality etc thus the main scope of the study was to identify the Consumer satisfaction and consumer expectations about the company and its products. LIMITATIONS OF THE STUDY Though the research has been properly planned and well executed, there are certain limitations, which are inherent in nature and are out of the researchers control. The effectiveness of the project is felt only when the results are read along with the limitations and constraints faced during the course of the study. The following are the limitations. The responses from the respondents could be casual in nature. This may be due to lack of interest or time on their part. The correctness of information provided by the respondents in the personal data could not be established. Some of the information provided by the respondents might not be correct. Getting timely responses from the respondents was a difficult task.

RESEARCH METHODOLOGY OF STUDY SAMPLE SIZE: The data has been collected from 60 people. TARGET SAMPLE Target sample has been picked in particular reference to the consumers demographic variables. SAMPLING METHOD: The sampling method is the procedure or way in which the sampling has been done. As no project or research can be done taking in to consideration the whole of the population or universe, the concept of sampling is used, as per the concept of sampling. Only some sample is taken from the universe in order to find out the result.

Sampling technique used: convenience sampling. SOURCES OF DATA: PRIMARY DATA: The data for study has been collected by well structured, yet easy to understand questionnaire forms specially designed to cover aspects regarding the background of the reader, his/her opinion on PEPSI and finally about PEPSICO Company, visited wide section of people for the survey and interviewed them to collect all the necessary information which was filed and analyzed at a later time of the study. SECONDARY DATA: Data collected from journals, internal records of the company, published data and Internet websites. FORMULATION OF QUESTIONNAIRE: Structured questionnaire were formulated for the survey, with the help of which datas and other informations were collected from consumers. A sample copy of questionnaire has been given in the annexure of the reports towards the end. AREA AND PERIOD OF STUDY: The project was carried out in Chennai City covering Government sector, Private sector, students, professionals and businessmen as part of the Survey and the study. The data collected has been tabulated and analyzed with the help of simple statistical techniques and conclusion has been drawn. Sufficient explanations are given wherever necessary for easy understanding.

HISTORY OF PEPSI

In 1893, Caleb Bradham, a young pharmacist from New Bern, North Carolina, begins experimenting with many different soft drink concoctions; patrons and friends sample them at his drugstore soda fountain. 1898 - One of Caleb's formulations, known as "Brad's Drink," a combination of carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi-Cola" on August 28, 1898. Pepsi-Cola receives its first logo. 1902- The instant popularity of this new drink leads Bradham to devote all of his energy to developing a trademark Pepsi-Cola into a full- fledged business. He applies for a trademark with the U.S. patent Office, Washington D.C., and forms the first Pepsi-Cola Company. The first Pepsi-Cola newspaper advertisements appeared in the New Bern Weekly Journal. 1903 - "Doe" Bradham moves the bottling of Pepsi-Cola from his drugstore into a rented warehouse; he sells 7,968 gallons of syrup in the first year of operation. Pepsi's Digestion". theme line is "Exhilarating, Invigorating and Aids

1904 - Bradham purchases a building in New Bern known as the "Bishop Factory" for $ 5,000 and moves all bottling and syrup operations to this location. Pepsi is sold in

six-ounce bottles. Sales increase to 19,848 gallons.

1905 - Pepsi-Cola's first bottling franchises are established in Charlotte and Durham, North Carolina.

Pepsi receives its new logo, its first change since 1898.

1906 - Pepsi gets another logo change, the third in eight years. The modified script logo is created with the slogan, "The Original Pure Food Drink."

There are 15 U.S. Pepsi bottling plants. The Pepsi trademark is registered in Canada. Syrup sales rise to 38,605 gallons.

The federal govt. - passes the Pure Food and Drug Act, banning substances such as arsenic, lead, barium, and uranium from food and beverages. This forced many soft drink manufacturers, including Coca- Cola to change their formulas. Pepsi-Cola,

biasfree of any such - impurities, claimed they already met federal requirements. 1907 - Pepsi - Cola Company continues to expand the company's bottling network grows to 40 franchises. Pepsi-Cola sells more than 100,000 gallons of syrup.

Pepsi trademark is registered in Mexico. Syrup sales rise to 104,026 gallons.

1908

- Pepsi-Cola

becomes

one

of

the

first

companies

to

modernize delivery from horse drawn carts to motor vehicles. Two hundred fifty bottlers in 24 states are under contract to make and sell Pepsi-Cola.

1909 - Automobile race pioneer Barney Old field endorses Pepsi- Cola in newspaper ads as "A bully drink.... refreshing, invigorating, a fine bracer before a race."

1910 - The first Pepsi-Cola bottlers' convention is held in New Bern, North Carolina.

1920 - Pepsi theme line speaks to the consumer with "Drink Pepsi- Cola, it will satisfy you." 1923 - Pepsi-Cola company is declared bankrupt and its assets are sold to a North Carolina concern, Craven Holding Corporation, for $30,000.

Roy C. Megargel, a Wall Street broker, buys the Pepsi trademark, business and good will from Craven Holding Corporation for $35,000, forming the Pepsi-Cola Corporation.

1928 - After five continuous losing years, Megargel reorganizes his company as the National Pepsi-Cola Company, becoming the fourth parent company to own the Pepsi trademark.

1931- U.S. District Court for Eastern District Virginia declares the National PepsiCola Company bankrupt, the second bankruptcy in Pepsi-Cola history.

The

Loft

Candy

Company

acquires

the

National

Pepsi-Cola

Company. Charles G. Goth, President of Loft, assumes leadership of Pepsi and commands there formulation of Pepsi-Cola syrup formula.

1933 - By the end of the year, Goth's New Pepsi-Cola company is insolvent. In a series of moves, he acquires Megargel's interest in the company, giving himself 91% ownership of Pepsi.

1934 - A landmark year for Pepsi-Cola. The drink is a hit and to attract even more sales, the company begins selling its 12-ounce drink for five cents (the same cost as six ounces of competitive colas).

The 12-ounce bottle debuts in Baltimore, where it is an instant success. cost savingsproves irresistible to Depression-worn

The

Americans and sales skyrocket nationally.

Caleb Bradham, the founder of Pepsi-Cola and "Brad's Drink," dies at 66 (May 27th, 1867-February 19th, 1934).

1935 - Guth moves the entire Pepsi-Cola operation to Long Island City, New York, and sets up national territorial boundaries for the Pepsi bottler franchise system.

1936 - Pepsi grants 94 new U S. franchises and year-end profits reach $2,100,060.

1938 - Walter S. Mack, Jr., V.P. of Phoenix Securities Corporation is elected President of the Pepsi-Cola company. Mack, who considers

advertising the keystone of the soft drink business, turns Pepsi into a modem marketing company.

1939 - The "Pepsi & Pete" comic strip introduces the "Twice as much for a nickel" theme in newspapers. Pepsi-Cola company names Mack as CEO. The board of Directors removes Guth from the Pepsi payroll after he plans to personally acquire a competing cola.

1940

- Pepsi

Cola

Company

makes

advertising

history with

"Nickel, Nickel," TM the first advertising jingle ever broadcast nationwide on the radio. The jingle was "Nickel Nickel" an advertisement for Pepsi Cola that referred to the price of Pepsi and the quantity for that price "Nickel Nickel" became a hit record and was recorded into fifty-five languages.

1941 - The New York Stock Exchange trades Pepsi's stock for the first time.

In support of the war effort, Pepsi's bottle crown colors change to red, white, and blue. 1943 - Pepsi's theme line becomes "Bigger Drink, Better Taste."

1948 - Corporate headquarters moves from Long Island City, New York, to midtown Manhattan.

1950 - Alfred N. Steele becomes President and CEO of Pepsi- Cola. Mr. Steele's wife, Hollywood movie star Joan Crawford, is

instrumental in promoting the company's product line. Pepsi receives its new logo, which incorporates the "Bottle Cap" look. The new logo is the fifth in Pepsi history.

1953 - "The Light Refreshment" campaign capitalizes on a change in the product's formula that reduces caloric content. 1955 - Herbert Barnet is named President of Pepsi-Cola.

1959

Pepsi

debuts

at

the

Moscow

Fair.

Soviet

Premier

Khrushchev and U.S. Vice-President Nixon share a Pepsi.

1960 - Young adults become the target consumers and Pepsi's advertising keeps pace with: Now its Pepsi, for those who think young." 1962 - Pepsi receives its new logo, the sixth in Pepsi history. The 'serrated' bottle cap logo debuts, accompanying the brand's ground breaking "Pepsi Generation" ad campaign.

1963

- After

climbing

the

Pepsi

ladder

from

fountain

syrup

salesman, Donald M. Kendall is named CEO of Pepsi-Cola Company.

Pepsi-Cola continues to lead the soft drink industry in packaging innovations, when the 12-ounce bottle gives way to the 16-ounce size.

Twelve-ounce Pepsi cans are first introduced to the military to transport soft drinks all over the world.

1964 - Diet Pepsi, America's first international diet soft drink, debuts.

Pepsi-Cola acquires Mountain Dew from the Tip Corporation.

1965 - Expansion outside the soft drink industry begins. Frito-Lay of Dallas, Texas, and Pepsi-Cola merge, forming PepsiCo, Inc. Military 12-ounce cans are such a success that full-scale commercial distribution begins.

Mountain Dew launches its first campaign, "Yahoo Mountain Dew...It'll tickle your innards."

1970 - Pepsi leads the way into metrics by introducing the industry's first two-liter bottles. Pepsi is also the first company to respond to consumer preference with lightweight, recyclable, plastic bottles. Vic Bonomo President of Pepsi-Cola. is The named Pepsi World

Headquarters moves from Manhattan to Purchase, NY.

1974 - First Pepsi plant opens in the U.S.S.R. Television ads introduce the new theme line, "Hello, Sunshine, Hello Mountain Dew."

1976 - Pepsi becomes the single largest soft drink brand sold in American supermarkets.

The campaign is "Have a Pepsi Day!" and a classic commercial, "Puppies" becomes one of America's best-loved ads. As people get back to basics, Pepsi is there as one of the simple things in life.

1977 - At 37, marketing genius John Sculley is named President of Pepsi Cola.

1978 - The company experiments with new flavors. Twelve-pack cans are introduced.

1980 - Pepsi becomes number one in sales in the- take home market.

1981 - PepsiCo and China reach agreement to manufacture soft drinks, with production beginning next year.

1982 - Pepsi Free, a caffeine-free cola, is introduced nationwide. Pepsi Challenge activity has penetrated 75% of the U.S. market.

1983 - Mountain Dew launches the "Dew it to it"

1984 - Pepsi advertising takes a dramatic turn as Pepsi becomes "The Choice of a New Generation".

Lemon Lime Slice, the first major soft drink with real fruit juice, is introduced, creating a new soft drink category, "juice added." In

subsequent line of extensions, Mandarin Orange Slice goes on to become the number one orange soft drink in the U.S.

Diet sweetener.

Pepsi is

reformulated with Nutra Sweet

(aspartame)

brand

1985 - After responding to years of decline, Coke loses to Pepsi in preference tests by reformulating. However, the new formula is met with widespread consumer rejection, forcing there-introduction of the original formulation as "Coca-Cola Classic".

The cola war takes "one giant sip for mankind," when a Pepsi "space can" is successfully tested aboard the space shuttle.

By the end of 1985, the New Generation campaign earns more than 58 major advertising and film-related awards. Pepsi's campaign

featuring Lional Richie is the most remembered in the country, according to consumer preference polls.

1986 - Chairman Donald M. Kendall retires and is succeeded by D. Wayne Calloway.

7UP international is acquired in Canada. Pepsi-Cola acquires Mug Root Beer.

1987

Pepsi-Cola

President

Roger

Emico

is

named

President/CEO of PepsiCo Worldwide Beverages.

Pepsi-Cola World Headquarters moves from 'Purchase to Somers, New York. After a 27 year absence, Pepsi returns to Broadway with the lighting of a spectacular new neon sign -in Times Square.

1988 - Craig Weather up is appointed President/CEO of Pepsi- Cola Company.

1989 - Pepsi lunges into the next decade by declaring Pepsi lovers "A Generation Ahead".

Chris Sinclair is named President of Pepsi-Cola International.

Pepsi-Cola introduces an exciting new flavor, Wild Cherry Pepsi.

1990 - American Music A ward and Grammy winner rap artist Young MC writes and performs songs exclusively for national radio ads for Pepsi. Ray Charles joins the, Pepsi family by endorsing Diet Pepsi. The slogan is "You Got the Right One Baby".

1994 - New advertising introducing Diet Pepsi's, freshness dating initiative features Pepsi CEO Craig Weather up explaining the

relationship between freshness and superior taste to consumers.

Pepsi

Foods International

and

Pepsi-Cola International merge, creating the

PepsiCo Foods and Beverages Company.

1995 - In a new campaign, the company declares "Nothing else is a Pepsi" takes top championship. honors in the year's national

and

advertising

1996 - In February of this year, Pepsi makes history once again, by launching one of the most ambitious entertainment sites on the World Wide Web. Pepsi World

eventually surpasses all expectations, and becomes one of the most landed and copied, sites in this new media, finely establishing Pepsi's presence on the Internet.

1997 - In the early part of the year, Pepsi pushes into a new era with

the

unveiling of the GeneratioNext campaign. GeneratioNext is about everything that is young and fresh; a celebration of the creative spirit. It is about the kind of attitude that challenges the norm with new ideas, at every step of the way.

PepsiCo. announces that, effective October 6th, it will spin off its restaurant division to form Tricon Global Restaurants. Inc. Including Pizza Hut, Taco Bell, & KFC, it will be the largest restaurant company in the world in units and second-largest in sales. 1998 - Pepsi celebrates its 100th anniversary.

PepsiCo. Chairman and CEO Roger A. Enrico donates his salary to provide scholarships for children of PepsiCo employees.

Pepsi introduces Pepsi One - the first one calorie drink without that diet taste!

2000 - Although Pepsi is a great place to work, Steven Truitt (aka 'struitt') takes his skills and hard work elsewhere (for more money of course!), therefore putting an end to his Pepsi page! For more

information about Pepsi, choose a search engine and search for 'Pepsi' or visit www.pepsi.com or www.pepsico.com.

HISTORY OF PEPSI IN INDIA As an MNC, on the globe Pepsi foods Ltd. one of the largest soft Wink companies in the world with its head quarters in New York.

Pepsi entered the Indian soft drink market in 1988 and began its production in May 1990 and soon it was giving the local contenders the run for their money in the soft drink market. It comes out with dazzling marketing innovation that rocket the cola market line selling the product through function, Pepsi outlets. Pepsi's success in creating a brand almost from scratch in India is the stuff that marketing case studies that is made of. Given the problems of doing business in markets like ours, Pepsi entered the market as an under-dog. Its first even advantage it entered before Coke returned - was considerable reduced by the enormous export obligations stepped on the company. Yet right from beginning, Pepsi demonstrated a far more focused approached. So while it entered the market like any other MNC, it was quick to - adapt, it realized that consumers, particularly the youth, to whom it consciously reached out would identify better with a brand that they see as global, yet Indian, Pepsi was built as a desi brand. Hence it deliberate attempt to build ad campaigns using the popular Hinglish. In the process, slogans like, "YEHI HAl RIGHT CHOICE BABY". "YEH DIL MAANGE MORE - AHA" and "YEH PYAAS HAl BADI".

Became part of India's popular consciousness. When Pepsi lost the bidding battle to sponsor a Cricket tournament to Coke, the loss triumphs with the catch line, nothing official about it". It cashed in on the untapped consumer aspiration in smal1er towns, the hinterlands of metropolitan cities and nowadays the slogan, which is on air, is "YEH HAl YOUNGISTAN MERI JAAN".

It showed a rare ability not only to survive, but also grow through India's tortuous policy twists and turns. Which threw many other MNC's off balance? Its top management team did not suffer from the frequent changes seen at rival, Coke consequently, it was able to unlike Coke, which, paid enormous prices to buyout established local brands, and Pepsi brought its own stuff over, and pushed those aggressively with dealers, retailers and consumers. Right now, it can bark its outstanding success in building a brand that has become synonymous with soft drinks across the length and breadth of the country.

PEPSI DISTRIBUTION COBO (Company Owned Business Operation) The company has total control of its decision and its

implementation but it has to invest own money. The COBO structure is as under: India has 17 COBO plants, Pepsi Co food limited and Pepsi India holding (Production & Plant) Pepsi India Marketing Co. Marketing Sales and Distribution.

FOBO (Franchise Owned Business Operation) India has 32 FOBO plants.

The company can hold its ideas to the franchise who may be reluctant to see company point of view, if it greater exporter.

NORTHERN LEVEL Pepsi Company has divided North' India into three regions - Western,Central, and Eastern regions are known as the COBO

(Company Owned Bottling Operation).

The Western region comprises of the FOBO. The FOBO bottling operation comprises of those in :1. 2. 3. 4 5. 6. 7. Barabanki Barelly Varanasi Ferozabad Agra - (U.P) - (U.P) - (U.P) - (U.P) - (U.P)

Panagarh, Burdwan - (W.B.) Panagarh, Calcutta - (W.B.) - (Hyderabad), PEPSICO INDIA HOLDING

8. Hajipur, Vaishali PRIVATE LIMITED.

YEAR WISE ADVERTISING OF PEPSI SINCE 1990 After -entering in India PEPSI started their advertising in planned way to fulfill the objectives expressed by Vibrate Rishi, Executive Vice President. Marketing Pepsi Indias I believe in advertising that leaves a smile on your face".

In 1990: The first commercial came on screen with actress Juhi Chawala and Pop singer Remo. The theme was "Feel the music". "Are you ready for the Magic?' Went the jingle and this ad ends with opening of Pepsi bottle.

In 1992: The famous and unforgettable punch line "Yehi Hai Right Choice Baby - Aha!" was introduced with Remo and twelve years old Penny vaz.

In 1993: This time also Amir Khan, Aishwarya & Sanjana have done the commercial on the theme "Can I have another Pepsi".

In 1994: Here Pepsi introduced Cricket star Sachin Tendulkar, Kambli and Azhar in which Sachin and Kambli fight for Pepsi bottle and in the Meanwhile Azhar comes and takes the bottles. This ad also ended with the same punch line "Yehi Hai Right Choice Baby - Aha!"

In 1995:

In this commercial when Akshay is given another soft drinks, then the kid in the audience shouts "Hai Akshay Pepsi" and he gets back his magic. And this aid also ends with the same punch line.

In 1996 :

Here, the commercial shows the enthusiasm of Shahrukh to get Pepsi for his friend. He dodges the dog and with this he tries to show that Pepsi is the active choice to get for which the customer can do anything, and it is also revealed by the line "Pepsi To Mai Pee Ke Rahunga".

In the same year the slogan "Nothing Official About it", was introduced by Sachin, Azhar and Kambli.

In 1997: In this year Pepsi celebrate the 50 years of Indian Independence by the slogan "Azadi Dil Kay" with Shahrukh and Azhar.

In 1998:

In this year Pepsi has again involved many Cricket stars for commercial with slogans "More Cricket More Pepsi", "Got a keep a

cool ahead", "Generation Next". Beside this it has flashed many commercials Leander Paes and Mahesh Bhupati for Mirinda (Orange) Mirinda for Mirinda (Lemon) the commercial aid done by the Bollywood star Amitabh Bachchan gave tremendous real "Jhatka" to competitor with help of punch line "Jor ka Jhatka Dheere se Lage" which is ruling heart throbbing of millions. Apart from all these commercial Pepsi has sponsored many Sharjah Cup at Sharjah.

PEPSI Independence Cup in India YANNI Concert in Agra Asia Cup in SRI LANKA In 1999: World Cup '99 was sponsored by Pepsi Co. The aid featured Shahrukh Khan and Sachin Tendulkar and the Punch line "Yeh Dil Mangey More" became very famous.

In 2000: Aid featuring Shahrukh Khan with Punch line "Yeh.. .more".

In 2002: Aid featuring Shahrukh Khan, Kareena Kapoor, Amitabh and Sachin with the same Punch line.

In 2003: Aid featuring Fardeen Khan, Saif Ali Khan, Kareena Kapoor, Preeti Zinta with the punch line "Mausam Garam Hai Pepsi Ke Liye Hum Besharam Hai."

In 2003: ICC world Cup was also sponsored by Pepsi featuring Shahrukh Khan in ad. Also an aid was featuring Sachin Tendulkar, Shane Warne and Carl Hooper Punch line "Bhaga Diya Na".

In 2004:

The Yojana "Toss Ka Boss" has been sponsored by Pepsi for "ICC Championship Trophy" in England in September. The winner of this Yojana would get the opportunity to watch the TOSS with Saurav Group on the pitch. After the collection of hundred coupons of "Toss Ka Boss" Sticker any person may be winner this game.

In 2005:

This time the commercial advertisements have been done by Amitabh Bachchan, Shahrukh Khan, Sachin Tendulkar, Yuvraj

Singh, Zaheer Khan, and Mohd. Kaif etc. on the theme: "Oye Bubli Oye Bubli". In 2007: The commercial advertisement has been done on the theme : "Yeh Pyass Hai Badi". In 2008: This time the commercial advertisement has been done by

Shahrukh Khan, Dipika Padukon and Ranbir Kapoor on the theme : "Yeh Hai YounGistan Meri Jaan".

In 2009:

This time the commercial advertisement has been done by the M. S. Dhoni (Captain of Indian Cricket Team) on the theme: "YEH HAl YOUNGIST AN MER! JAAN"

In 2010:

This time the commercial advertisement has been done by M. S. dhoni (Captain of Indian Cricket Team) & Ram Charan (Tamil Actor).

HISTORY OF SOFT DRINKS IN HYDERABAD The soft drink market in India is quite wide. The production of soft drinks was started on 27th March 1967 with the installation of Coca Cola bottling plant at Securabad under the suspicious guidance of late industrialist Mr. Dharam Chand Kamani, Named as Steel City Beverage Ltd. In 1977 with the advent of Janta Party Govt. It created trouble for Coca-Cola which led to the withdrawal of its operation from India.

After

the

withdrawal

of

Coca-Cola

from

India,

the

Parle

monopolized the soft drink market in Hyderabad and took a lion's share of the projects from the industry that even after McDowell's pure drinks and local drinks entered into the market; they would not complete with Parle. Once again with the liberalization of economy in 1991 Pepsi Food Ltd. entered in the Indian market. It started bottling on 24th March 1991 owned by Kamanis in collaboration with the Birla group which was once the bottling plant for Coca-Cola. Through Parle range of products still

captures a large share of Hyderabad's soft drinks. Market vet Pepsi range of

product is giving it a tough competition in all flavors i.e. Cola, Orange and Lemon.

In 1995 another bottling plant was installed at Hajipur Industrial Area Pepsi Food Ltd., named PEPSICO INDIA HOLDING PRIVATE LIMITED.

To meet the requirement of PEPSI range of products not fulfilled by steel City Beverages Ltd.

And due to increase demand of these brands. At present in Hyderabad there are two bottling plants, the Orient Beverages Ltd. for Parle, now Hindustan Coca-Cola Beverage Pvt. Ltd. for Coca-Cola is in Hyderabad and PEPSICO INDIA HOLDING PRIVATE LIMITED. for Pepsi range of products, is located at Hyderabad Industrial Area.

HISTORY OF THE PEPSICO INDIA HOLDING PRIVATE LIMITED. With the urbanization of economy in 1991, about thirteen year after the exit of Coca-Cola from Indian seen, an MNC (Multi National Company) globally known as PCI (Pepsi Cola International) entered the Indian Market with its name, PFL (Pepsi Foods Ltd.) it started bottling its products in Hyderabad by Steel City Beverages, Securabad on 24th March 1991. Late D.N. Kamani installed this very bottling unit in 1969. The company entered the soft drink with the introduction of Coca-Cola and used to eater for the markets of Hyderabad,. The company was the pioneer of soft drink in Hyderabad.

M/s PEPSICO INDIA HOLDING PRIVATE LIMITED. was established in the year of 1995. A gentleman of Kolkata, KHILANI BROTHERS were responsible to set up this bottling plant of Hyderabad Industrial Area, having this motto to cope whole satisfy north Hyderabad's market up and to

the prospective consumers immediately - The function of

organization just started in 1996 but the production went to produce in March 1998.

It is one of those bottling units of PFL which corns under, FOBO (Franchise Owned Bottling Operation). This plant was installed with an initial investment of Rs. 25 Crore. It started producing with its full

capacity i.e. 600 bottles per minute and it will be the first plant in Hyderabad producing with such capacity.

It

is

operating

with

the

help

of

distributors

of

all

over

Hyderabad

exclusively stocking Pepsi range of products. It sells its product through different distributor of PEPSI in Hyderabad. Though this plant was just completed of

establishment, yet in the very first season it has given its competitor a very tough fight.

The product range produced by Lumbini Beverages Ltd. is as under :

PEPSI MIRINDA (Orange) MOUNTAIN DEW 7UP SLICE (Mango) TROPICANA SODA (LEHAR evervess) AQUAFINA (Mineral Water

Price (In April, 2010)

Price/Case Pepsi 7UP Mirinda (O) Slice Mountain Dew Aquafina (M.W.) Soda (LEHAR everess) Pepsi (Slim cane) 7UP (Slim cane)

200 ml 168/24 168/24 168/24

250 ml

300 ml 262/24 262/24 262/24

600 ml 492/24 492/24 492/24

1 ltr.

2 ltr. 504/9 504/9 504/9 504/9

268/24 168/24 492/24 136/12 130/24 336/24 336/24

504/9

Price/Case Mountain Dew (Slim cane) Slice (Slim cane) Mirinda (O) (Slim cane)

200 ml

250 ml 336/24 336/24 336/24

300 ml

600 ml

1 ltr.

2 ltr.

TROPICANA Mango Mixed Fruit Guavas Apple Orange Litchi Pine-apple 470/30 470/30 391/30 391/30 391/30 391/30 391/30 TROPICANA(SUGAR-FREE) Mango Mixed Fruit Guavas Apple Orange Litchi Pine-apple 522/30 522/30 522/30 522/30 522/30 522/30 522/30 887/12 887/12 887/12 887/12 887/12 887/12 887/12 783/12 783/12 783/12 783/12 783/12 783/12 783/12

ORGANIZATIONAL SET UP

Managing Director

Director

CEO

COO

HOS

Production Manager

HRD

Finance

TDM

MDM

BDM

MDC

CE

ME

PSR

MERCHANDISER

SALES PERSON

PRODUCT PROFILE S.No. 1 2 3 4 5 6 7 8 9 10 15 16 17 18 19 20 21 22 23 24 25 26 No. of Product Pepsi Cola Pepsi Cola Pepsi Cola Pepsi Cola Pepsi Cola (Slim Cane) Pepsi Cola (Cane) Pepsi Cola (Cane) Mirinda (Orange) Mirinda (Orange) Mirinda (Orange) 7 UP 7 UP 7 UP 7 UP 7 UP (Slim Cane) 7 UP (Cane) Mountain Dew Mountain Dew Mountain Dew Slice Slice Slice Quantity 200ml 300ml 600ml 2000ml 250ml 330ml 200ml 300ml 600ml 2000ml 200ml 300ml 600ml 2000ml 250ml 330ml 200ml 600ml 2000ml 250ml 500ml 1200ml Colour Burnt - Sugar Burnt - Sugar Burnt - Sugar Burnt - Sugar Burnt - Sugar Burnt - Sugar Sunset Sunset Sunset Sunset None Colour None Colour None Colour None Colour None Colour None Colour None Colour None Colour None Colour Mango Mango Mango Flavour Cola Cola Cola Cola Cola Cola Orange Orange Orange Orange Lime Lime Lime Lime Lime Lime Lime Lime Lime Mango Mango Mango

27

Tropicana

200ml

Brown

Orange Apple Mango Pineapple Mixed

28

Tropicana

1000ml

Brown

Orange Apple Mango Pineapple Mixed

31 32 33

Soda (LEHAR evervess) Soda (LEHAR evervess) Aquafina

300ml 600ml 1000ml

MANUFACTURING PROCESS OF PEPSICO INDIA HOLDING PRIVATE LIMITED. PEPSICO INDIA HOLDING PRIVATE LIMITED. A private owned company at L.B Nagar Industrial Area (Hyderabad) is a franchise of PEPSI Food India Ltd. The company manufactures the product in two lines. The first line is PET (600, 2 ltr.) and 2 nd line is of 200 ml & 300 ml. The factory bottling unit is capable of producing 1200 per minute (200 ml & 300ml). The

products are of PEPSI soft drinks, like Pepsi, 7UP (Orange, Lemon), Slice" Mountain Dew, Tropicana, Soda (LEHAR evervess) & Aquafina (Mineral water). The factory came into operation in 14th April, 1998.

COMPANY LEADERSHIP

PRODUCTION PROCESS For any production to start it requires definite raw materials. A soft drink bottling plant requires the following raw materials :

1. 2. 3.

Sugar Carbon dioxide gas Water

4. 5. 6. 7. 1.

Essence Crown cork Glass bottles and Plastic Crates Sugar : High purity crystal sugar is required to produce the sugar syrup for soft drinks. The

main and a dependable supplier if M/s KCP Ltd. of Madras. Requirement of sugar has been estimated at 786 gm per crate for all flavors.

2.

Carbon dioxide Gas : Carbon dioxide gas is the required purity is sourced from Mumbai, Nagaland,

Bhatinda etc.

3.

Water : The entire requirement of water is met from the high yielding deep tube wells with

pumps which have been considered in the plant. The raw water is chemically treated and water quality is strictly adhered to through regular sampling and analysis.

4.

Essence : Pepsi food Ltd. supplies all flavors of essence from plant at

Channo, Bhawanigarh, and Punjab through road transport.

5.

Crown Cork : Crown corks are being mainly source from the following

manufactures.

a. b.

Manksia Crown Ltd., Bhopal Manksia Closures Ltd., Hyderabad c. Adit Metal Decor Ltd. Ghaziabad

6.

Glass Bottles : PEPSICO INDIA HOLDING PRIVATE LIMITED. takes flint & green glass bottle from

Hindustan National Glass Ltd. , Tapovan (Hrishikesh).

7.

Plastic Crates : PEPSICO INDIA HOLDING PRIVATE LIMITED, takes plastics crates from

Neelkamal plastic Ltd., Nasik, Supreme Industries Ltd., Nasik. METHOD OF PRODUCTION

Since PEPSICO INDIA HOLDING PRIVATE LIMITED. is a franchise of Pepsi Food Ltd. their standard process for bottling is followed :

Process : 1. Treatment of water.

2. 3. 4. 5. 6. 1.

Preparation of syrup Preparation of carbon dioxide charged liquid. Washing of Bottles Filing the bottles. Testing of products

Treatment of water : Stored water from the tube well is being treated in the water treatment plant. The process involved is known as coagulation. Main chemical are Ferrous Sulphate, Calcium Hydroxide used and

Chlorine. Initially water is treated with these chemicals in the treatment tank. The water now becomes turbid.

Next it is send to sewed-filter to remove the turbidity. All impurities get settles at the base and are removed. Then it is send to the carbon tank where all

the micro-organisms and chlorines are removes. The water so obtained is completely free from any kind of impurity and can be sued for further processing.. The maximum alkalinity maintained is all much as 50 r.p.m.

2.

Preparation of Syrup : There is a separate SYRUP ROOM FOR PREPARATION OF SYRUP. Here syrup is prepared from treated water, sugar and

concentrates. This room is well equipped with several tanks and filter.

The first one is "heating tank" in which syrup is actually prepared. Calculated amount of sugar along with concentrate and water being heated up to 85 degree. Thus, a saturated solution is being prepared. Next it is send through a machine called "filter press" where the syrup is filtered.

Filter syrup is next passed through a Para flow cooler where, by recycling

and

by glycol to 20-25 degree. Cooled syrup is then stored in the syrup tank. These are fine steel made syrup tanks. These tanks are washed every week.

3.

Preparation of Carbon dioxide charged liquid : From syrup tank, syrup comes to the purified carbon dioxide gas under

pressure in a define proportion.

4.

Washing of bottles : It is completely on auto process, which takes place within a machine

called washer machine. The machine has three compartments. Bottles for washing are placed on the conveyer which goes inside the machine and gets successive treatment Bottles are treated with 4% Caustic Soda in the first compartment at a temperature about 100-150 degree F. Next these are sending to the second

compartment where bottles are again treated with 2% caustic soda of 120 degree F. In the third compartment bottles are treated with soft water. Time duration in each compartment is 10 minutes.

5.

Filing the bottles : Carbonated syrup is filled in the filter machine from this machine syrup is

poured into the bottles in calculated amount. The exact rate of filling in 600 bottles p.m. Meanwhile crowner machine helps in closing the tight with the help of crown.

45

6.

Testing of products : Finally the finished syrup during bottling is tested in laboratory to meet the

parameters and also to get standard and quality products. To maintain the standard and uniformity in products the sugar contents and carbonation in the filled bottle are checked in regular intervals by certified by bricks- hydrometers, refractor meters & pressure gas. The dead weight tester is needed calculate pressure gas to know meter. Electronic Digital Balance is used to weight chemical to conduct test in lab. A CO purity tester checks the purity of CO.

The microbiology test of the products and water used in syrup making and production are also done to ensure that the product is free from bacteriological contamination. To conduct pads the micro test, any

hot sterilizer, media

incubator,

autoclave,

filter

membranes

are produced and used.

The diesel generator is operated in case of electricity failure for smooth operation of plant. transformer used. To drawn electricity for the state Electricity Board the

Furnace Oil / Diesel Oil is used in boiler for generation steam. Thus we see 46

that from beginning to end of the products in process, entire operation is untouched by human hands. Only when the bottles are sealed they are lifted off by the hands and placed in the cases.

REVIEW OF LITERATURE Consumer A consumer is an individual who purchase or has the capacity to purchase goods and services offered for sale by marketing institutions in order to satisfy personal or household needs, wants or desires. According to a statement made by Mahatma Gandhi, consumer refers to the following, A consumer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an outsider to our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so. So consumer is like the blood of our business and also a satisfied customer is a word of mouth advertisement of a product / services. Attitude A mental position consisting of a feeling, emotion, or opinion evolved in response to an external situation. An attitude can be momentary or can develop into a habitual position that has a long-term influence on an individual's behavior. Attempts can be made to modify attitudes that have a negative effect in the workplace, for example, through education and training. The employee, the position of the body or way of carrying oneself. 47

Attitudes are evaluative statement favorable or unfavorable related to person, object or event. They reflect that how one feel about something. For example if someone says that I like my job. This statement expresses his attitude towards his job. Each and every person hasdifferent attitude at different conditions. There are three components of attitude. 1: Cognitive component: It refers that's part of attitude which is related in general know how of a person, for example, he says smoking is injurious to health. Such type of idea of a person is called cognitive component of attitude. 2: Effective component: This part of attitude is related to the statement which affects another person. For example, in an organization a personal report is given to the general manager. In report he point out that the sale staff is not performing their due responsibilities. The general manager forwards a written notice to the marketing manager to negotiate with the sale staff. 3: Behavioural Component: The behavioural component refers to that part of attitude which reflects the intension of a person in short run or in long run. For example, before the production and launching process the product. Report is prepared by the production department which consists of their intention in near future and long run and this report is handed over to top management for the decision. If you have grown up in a loving and supporting family, your attitude to life in general will be positive and you will meet all people with respect, the support of your family also will make you overcome all difficulties of life with ease. Positive thinking (attitude) is a strong motivator. If the opposite happened, may turn out to be a mean and jealous person, holding most people in low regard, not respecting laws of society or government, your negative attitude will draw negative happenings to you. A very sad state, indeed if your family failed, you can still turn to religion to discover why nobody likes you because of your attitude. All religions offer some answer, and the rest you can figure out yourself! Leading a happy life has to do with attitude: where do I really stand and where has my family put me to stand? Where and what is the place I should take and how much space is

48

due to me depending on my merits? Attitude is a reflection of your mind as the way it attends to a problem. This is a relative term, because it changes as per situation. Whether it is positive or negative depends upon its suitability to the attitude of the receiver, and the ultimate result of the decisions taken. All relative! It is influenced by your formative strengths & weaknesses, grooming back-ground, maturity, and thorough knowledge of the event. CONSUMER SATISFACTION Every human being is a consumer of different produces. If there is no consumer, there is no business. Therefore, consumer satisfaction is very important to every business person.According to Philip Kotler consumer satisfaction is defined on, personal feeling of pleasure resulting from comparing a products pursued performance in relation to his /her expectations. Consumer attitude measurements are taken on either potential buries or existing clients buries in order to identify their characteristics. Why should the competent market engineer conduct consumer research? Consumer surveys can provide the researcher with a wealth of information, valuable of the marketing function. Detailed information regarding the customer in a market will provide the basic platform for all marketing decisions. Marketing decision maker needs descriptive information about the total potential unit and dollar sales in each segment. Perhaps the most important one is that a seller needs to be aware of the relevant objective and need of consumer and how their objectives might best be served by the products. Importance of consumer satisfaction The needs to satisfy customer for success in any commercial enterprise is very obvious. The income of all commercial enterprise is derived from the payments received for the products and services supplied to its customers. If there is no customer there is no income and there is no business. Then the core activity of any company is to attract and retain customers. It is therefore no surprise that Peter Drucker the renowned management Guru, has said to satisfy the customers is the mission and purpose of every business. Satisfaction of customer is essential for retention of customers and for continuous sales of the products

49

and services of the company to customers. This establishes the needs for and the importance of customer satisfaction. The satisfaction of consumers is different from one to another. Became, each consumer has the different behaviour in their life. So, the marketer satisfies the consumer, he must very well know the behaviour of consumer.

Ten Basic Rules For Customer Satisfaction 1. Involve top management. 2. Know the customers. 3. Let the customers define what attributes are important. 4. Know the customers' requirements, expectations, and wants. 5. Know the relative importance of customer decision criteria. 6. Gather and trust data 7. Benchmark the data against competitors, and identify competitive strengths and weaknesses. 8. Develop cross-functional action plans that enhance strengths and correct weaknesses. 9. Measure performance continually and spread the data throughout the organization. 10. Be committed to getting better and better and better.

50

DATA ANALAYSIS AND INTERPRETATION Table 1

AGE OF THE RESPONDENTS:

Options Less than & equal to 20 21-30 31-40 41-50 51 and above TOTAL

No. of Respondents 31 14 14 1 60

Percentage (%) 52 23 23 2 100.00

INFERENCE It is clear from the above table that 52% of the respondents belong to the age group of less than or equal to 20 , percentage of the respondents between the age group of 21-30 and 31-40 are 23 % each and 2% of the respondents belong to the age group of 41-50.

Table 2

51

GENDER : Options Male Female Total No. of Respondents 49 11 60 Percentage (%) 82 18 100.00

INFERENCE It is clear from the above table that 82% of the respondents are male and 18% of the respondents are female.

Table 3 OCCUPATION:

Options

No. of Respondents

Percentage (%)

52

students service business Engineer others TOTAL

47 4 3 5 1 60

78 7 5 8 2 100.00

INFERENCE It is clear from the above table that 78% of the respondents are students.service,buiness,engineer and others form the remaining 22%.

Table 4 MARTIAL STATUS :

Options married

No. of Respondents 8

Percentage (%) 13

53

single Total

52 60

87 100.00

INFERENCE It is clear from the above table that 87% of the respondents are single and 13% of the respondents are married.

Table 5 INCOME :

Options Up to 5000 5000-10000 10000-20000 20000-50000 50000 and above

No. of Respondents 19 23 10 4 4

Percentage (%) 31 38 17 7 7

54

TOTAL

60

100.00

INFERENCE It is clear from the above table that 38% of the respondents have an income between 5000-1000.31% of the respondents have an income up to 5000.

Table 6 DO YOU DRINK PEPSI:

Options Yes No Total

No. of Respondents 55 5 60

Percentage (%) 92 8 100.00

INFERENCE

55

It is clear from the above table that 92% of the respondents like PEPSI and 8% of the respondents dont like PEPSI.

Table 7 HOW DO YOU COME TO KNOW ABOUT PEPSI:

Options Parents Friends Advertisement others TOTAL

No. of Respondents 10 13 35 2 60

Percentage (%) 17 22 58 3 100.00

INFERENCE

56

It is clear from the above table that 58% of the respondents came to know about the product from advertisement, 22% from friends ,17% from parents and 3% from others.

` Table 8 DO YOU LIKE PEPSI ADVERTISEMENT:

Options Yes No Total

No. of Respondents 50 10 60

Percentage (%) 83 17 100.00

INFERENCE It is clear from the above table that 83% of the respondents like PEPSI advertisement and 17% of the respondents dont like PEPSI advertisement.

57

Table 9 DO YOOU LIKE ITS PACKAGING:

Options Yes No Total

No. of Respondents 45 15 60

Percentage (%) 75 25 100.00

INFERENCE It is clear from the above table that 83% of the respondents like packaging of Pepsi and 17% of the respondents dont like it.

Table 10 58

HOW DO YOU RATE PEPSI:

Options Bad Satisfactory Good Excellent TOTAL

No. of Respondents 3 27 25 5 60

Percentage (%) 5 45 42 8 100.00

INFERENCE It is clear from the above table that 45% of the respondents are satisfied with the product,42% of the respondents are of the opinion that the product is good ,8% of the respondents are of the opinion that the product is excellent and 3% of the respondents are of the opinion that the product is bad.

Table 11 DO YOU BELIEVE PEPSI IS WORTH ITS MONEY:

59

Options Yes No Dont know Total

No. of Respondents 21 23 16 60

Percentage (%) 35 38 27 100.00

INFERENCE It is clear from the above table that 35% of the respondents believe that pepsi is worth its money ,38% believe that pepsi is not worth its money and 27% of the respondents have no opinion about it.

Table 12 HOW FREQUENTLY DO YOU DRINK PEPSI:

Options Once in a day Twice a day

No. of Respondents 8 12

Percentage (%) 13 20

60

Once in a week Others TOTAL

25 15 60

42 25 100.00

INFERENCE It is clear from the above table that 42% of the respondents drink pepsi once in a week, 20% twice a day and 13% once in a day

Table 13 POPULARITY OF THE PRODUCT IN YOUR LOCALITY:

Options Less Moderate High

No. of Respondents 9 34 17

Percentage (%) 15 57 29

61

Total

60

100.00

INFERENCE It is clear from the above table that 57% of the respondents are of the opinion that pepsi is moderately popular in their locality,29% the respondents are of the opinion that pepsi is highly popular in their locality and 15% the respondents are of the opinion that pepsi is less popular in their locality

Table 14 AVAILABILITY OF THE PRODUCT IN YOUR LOCALITY:

Options Less Moderate High Total

No. of Respondents 4 26 30 60

Percentage (%) 7 43 50 100.00

INFERENCE

62

It is clear from the above table that 50% the respondents are of the opinion that pepsi is highly popular in their locality,43% of the respondents are of the opinion that pepsi is moderately popular in their locality, and 7% the respondents are of the opinion that pepsi is less popular in their locality

Table 15 DO YOU THINK PEPSI IS SUPERIOR TO OTHER SIMILAR BRANDS IN THE MARKET :

Options Yes No Dont know Total

No. of Respondents 23 25 12 60

Percentage (%) 38 42 20 100.00

INFERENCE

63

It is clear from the above table that 38% of the respondents believe that pepsi is superior to other brands ,42% believe that pepsi is not SUPERIOR TO OTHER BRANDS and 27% of the respondents have no opinion about it.

FINDINGS AND SUGGESTIONS FINDINGS It is inferred from the analysis that maximum of the respondents belongs to age group of 20 years and below. It is noted from the analysis that maximum no of the respondents are students. It is noted from the analysis that maximum no of the respondents are sinlge. It is inferred from the analysis that maximum of the respondents are having Rs5000-10000 family income per month. From the survey I found that the consumers came to know about the pepsi through advertisement this means that they have strong medium of advertisement. It was observed that most of the customers expressed their unhappiness over the price of pepsi. despite this the consumers prefer pepsi because of the quality and it shows that customers are very loyal towards the pepsi brand. During the study it is found that packaging of products is excellent, so we can say that packaging is at its best level, which is also an influencing factor to attract the customers. It is inferred from the analysis that maximum no respondents agree that promotional tools used by company are good and attractive. During the study it is found that the brand image of pepsi is as good as other brands in the market. During the study it is found that consumers have positive attitude towards pepsi.

64

 Through my survey, I came to know that most of the customers are satisfied with pepsi. Consumers do not differ in their opinion about the price of pepsi on the basis of age. Consumers do not differ in their opinion about the attitude towards pepsi on the basis of age. Consumers do not differ in their opinion about the satisfaction level towards pepsi on the basis of age. Consumers do not differ in their opinion about the loyalty towards pepsi on the basis of occupation. Consumers differ in their opinion about the price of pepsi on the basis of occupation. Consumers do not differ in their opinion about the quality of pepsi on the basis of occupation. SUGGETIONS From the survey of consumers it is clear that not only brand positioning, brand image and consumer demands are controlling factors of the sale of product of the company but the attitude and satisfaction also play a major role. Pepsi should thus focus on the following points: During the analysis I found that company is having brand image and people love the pepsi To retain existing customers means offering the best scheme. This would automatically attract new customers. Know the customer needs and understand them thoroughly before they know them themselves. There should be no compromise in quality and the availability of pepsi. Let the customers define what attributes are important. Know the customers requirements, expectations, and wants.

65

 Benchmark the data against competitors, and identify competitive Strengths and weaknesses. To use technology to improve customer service and enable a greater degree of customer differentiation in order to deliver unique customer interactions. Be committed to getting better and better .

CONCLUSION It is concluded that brand equity might be influenced by attribute knowledge more than consumer preference. This may be due to consumer biasness and prejudice, Consumers product evaluations are influenced by memory. The biasness can be reduced by having current information, experience and knowledge. Therefore, its not surprising that brands that consumers believe offer superior value are most preferred brands chosen often. Brands with higher equity resulted in greater preferences and high market shares. Price is one of the attribute used by consumers to evaluate a product. Price can sometimes be an indicator of quality; with a higher price indicating higher quality. Consumers perceive that a higher price can be attributed to the higher cost of quality control. Some consumers are highly price sensitive; where by a high prices may shift

66

consumers to Competitive brands. Therefore price can have a positive or negative influence on customers.

BIBLIOGRAPHY BOOKS :-(1) Kothari C.R Research Methodology second revised edition , New Age International publisher (2) Philip Kotler Marketing Management Eleventh Revised Edition Eastern Economy edition NEWSPAPERS :- The Hindustan times The Times Of India The Hindu The Telegraph Magazines :- Advertising Management Business India Business Today Business World Website :--

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 www.pepsiworld.com www.pepsico.com www.google.com

APPENDIX QUESTIONNAIRE A STUDY ON CUSTOMER SATISFACTION TOWARDS PEPSI 1. 2. 3. 4. 5. 6. Name of the respondent(optional):........ Age: less than or equal to 20 20-30 31-40 41-50 51 and above Sex: male female Occupation: student service business engineer others Marital status: married single Income (per month): up to 5000 5000-10000 10000-20000 20000-50000 50000 and above 7. Do you drink pepsi: yes No 8. How long have you been drinking pepsi:.. Years 9. How do you come to know about the product: parents friends advertisement others 10. Do you like pepsi advertisement: yes No 11. Do you like its packaging: yes No 12. How do you rate pepsi: Bad Satisfactory good excellent 13. Do you believe pepsi is worth its money: Yes No Dont know 14. Improvements that have to be made to the product ,if any.................................................. 15. Popularity of the product in your locality: Less Moderate High 16. Availability of the product in your locality: Less Moderate high 17. Do you think pepsi is superior to other similar brands in the market: Yes No Dont know

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