CONSUMER AWARENESS REGARDING THE ADVERSE EFFECT OF

SOFT DRIN`KS ON HEALTH

Chapter CONTENTS Page no

I INTRODUCTION 3-7

II RESEARCH METHODOLOGY 8-11

III PROFILE OF SHIMOGA DISTRICT 12-25

IV COMPANY PROFILE 26-57

V DATA ANALYSIS AND INTERPRETATION 58-78

VI FINDINGS, SUGGESTIONS AND CONCLUSION 79-82

ANNEXURE

Questionnaire

Bibliography

83-90

1

List of Tables and GraphsTable 1: Do you like soft drinks?

59

Table 2. Frequency of consumption of soft drink in a week60

Table 3. In what occasions, do you often consume the soft drinks?61

Table 4. What induces you to buy Soft Drinks?62

Table 5. Do advertisements affect your purchases?63

Table 6. Which soft drink do you like more?64

Table 7. Do you take the soft drink every time?65

Table 8. Which Flavor does you like most?66

Table 9. How do you rate canned juices as compared to fresh juices?67

Table 10. Do you think taking too much soft drink would cause health problems?68

Table 11. Have these drinks caused any health problems for you?69

Table 12. Are you aware that you are priced more than 10 times than of the real price of the drink? 70

Table 13. Considering the TV ad. Which soft drink ad do you like more?71

Table 14. After the plachimada incident have you reduced consuming soft drinks?72

Table 15. Do you think the superstar should stop promoting unhealthy soft drinks?73

Table 16. What all changes do you want the manufacture to make in it to promote sale?74

Table 17. In your opinion which all deceases could the pesticides in the soft drinks cause? 75

Table 18. Soft drinks such as colas contain significant quantities of?76

Table 19. What are the things that govt. need to do, to stop the unhealthy practices carried down by soft drink companies? 77

Table 20. Do you prefer the usage of plastic bottles of soft drinks?78

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Chapter I

INTRODUCTION

Introduction

Purpose of the study

Objectives of the study

Scope of the study

Methodology

Limitation

Chapter Scheme

3

INTRODUCTION

Soft Drinks were common preference among all the individuals,

irrespective of their age groups as it had great brand value and great

advertisement.

Market Research is based on some underlying parameters like:

Changing consumption pattern

Changing income levels

Advertisements

Taste

Status consciousness

Varying lifestyle

The study starts with determining the major players in the soft

drinks, their overall consumption pattern among the people and ends up

with the conclusion as per the state of mind of the average rational human

being.

Consumer preferences are changing towards healthier food, and

thus such a trend will carry on for some time to come. In the soft drinks

market of late, most recent new products launched have been focused on

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the health benefits of the soft drinks, like pomegranate juices, calcium-

fortified bottled water and a series of reduced-sugar alternatives, with

such features not previously so readily available to or heavily promoted at

the target audience.

PURPOSE OF THE STUDY

The main aim of this research study is to analyze the preference of

people (of different age groups) on consumption patterns of Soft Drinks

and Consumer Awareness regarding the hazards of soft drinks.

OBJECTIVE OF THE STUDY

To study the preferences of the people for soft drinks.

To find whether the consumers are aware regarding the adverse effect

of soft drinks concerning their health

To find out the factor(s) that influences the consumer’s consumption

of soft drinks.

To test the know-how of the consumers regarding the various existing

brands of soft drinks and fruit juices.

To find out how the beverage is positioned in the mind of the

consumers.

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SCOPE OF THE STUDY

This study is confined to Shimoga city region.

Seasonal drinks are not considered in the study.

We are considering only canned and bottled drinks

We are not considering water & alcoholic drinks.

LIMITATION

The study was confined to some areas of Shimoga only.

Chances of some biasness could not be eliminated.

Time was the major constrain.

Interaction with the respondents was also limited due to their busy

work.

Due to the changing life style and preferences, it was not necessary

that they will consume same soft drink every time.

There was a chance that respondent will make assumptions while

filling the questionnaire.

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Chapter Scheme

Chapter-1 : Introduction about project

Chapter –2: Research Design

Chapter-3: Profile of Shimoga district

Chapter-4 : Company Profile Gives the profile of the Coco cola Company

Chapter –6: Survey Analysis Deals with the analysis of survey conducted

Chapter –7: Survey findings, suggestions and conclusion Deals the summary of

survey conducted followed by suggestions and conclusion.

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Chapter -II

RESEARCH METHODOLOGY

Research design

Sampling technique used

Sources of data collection

Statistical tools used

8

RESEARCH METHODOLOGY

RESEARCH DESIGN

A research design is a framework or blueprint for conducting the

marketing research project. It specifies the details of the procedures

necessary for obtaining the information needed to structure and/or solve

marketing research problem.

On the basis of fundamental objectives of the research we can classify

research design into two general types:

1) EXPLORATORY RESEARCH

2) CONCLUSIVE RESEARCH

Exploratory research is one type of research design, which

has its primary objective the provision of insights into, and

comprehension of, the problem situation confronting the researcher.

Conclusive research is designed to assist the decision maker

in determining evaluating and selecting the best course of action to take in

a given situation.

Conclusive research can be further divided into two types:-

Descriptive

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Experimental

The research design used in this project is a DESCRIPTIVE DESIGN.

Descriptive study as the name implies is designed to describe something-

for example the characteristics of users of a given product, the degree to

which the product use the varies with income, age, etc.

SAMPLING TECHNIQUE USED:

This research has used convenience sampling technique.

1) Convenience sampling technique: Convenience sampling is used in

exploratory research where the researcher is interested in getting an

inexpensive approximation of the truth. As the name implies, the sample

is selected because they are convenient.

SELECTION OF SAMPLE SIZE:

For the study, a sample size of 80 has been taken into consideration.

SOURCES OF DATA COLLECTION:

Research will be based on two sources:

1. Primary data

2. Secondary data

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1) PRIMARY DATA:

Questionnaire: Primary data was collected by preparing questionnaire

and the people were randomly being requested to fill them.

2) SECONDARY DATA:

Secondary data will consist of different literatures like books which are

published, articles, internet and websites.

In order to reach relevant conclusion, research work needed to be

designed in a proper way.

STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in

this project are:

Questionnaire

Pie Charts

Bar Diagrams

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Chapter III

Profile of Shimoga District

Educational Scenario

Water Falls & Dams

Industrial Scenario

Personality

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Profile of Shimoga District

Shimoga, as per traditional derivations ,the name pertains to Lord Shiva

( 'Shiva - Mukha' - Face of shiva , 'Shivana - Mogu' - Nose of shiva,

'Shivana - Mogge' - Buds of flowers meant for shiva ) . According to the

legend, the place had the ashram of the famous sage 'Durvasa' who was

noted for his sharpness of temper. He used to keep on the oven a pot

boiling with sweet herbs. Once, some cowherds, who chanced upon it,

tasted the beverage out of curiosity and called the place 'Sihi- Moge'

(Sweet Pot) , Which was later called as 'SHIMOGA' .

Flashback : Remains found in the district disclose that man was reisdent

in the area in those early times. In 1881, two early stone-age tools were

discovered in a 'Shingle bed' at Nyamati, at a short distance from the

Tungabhadra river. They were bifacial pebble tools made of quartzite, one

with a rounded working edge and the other with a pointed working edge.

Some Neolithic sites were noticed and uncovered at

Guddemaradi on the bank of Tunga river near Shimoga city

Nilaskal near Nagar in Hosanagar taluk

Kunda hill near Agumbe in Thirthahalli taluk

Yeddegudde near Thirthahalli

Ashoka nagar, Anaveri and Nagasamudra in Bhadravati taluk

Three iron age megalithic sites, with different megaliths, have also been

found in the district, at Nilaskal in Hosanagar taluk and Shimoga, which

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have menhirs, and at Arehalli in Thirthahalli taluk, which has portholed

burial chambers.

Shimoga, a place known for its scenic beauty, flush green lush forests, 

eye-catching waterfalls, cool climate is situated in the Malnad region

bounded by Sahyadri ghats at an mean elevation of 640 AMSL  in the

western part of karnataka. The district is spread over an area of 8477

Sq.Kms with an forest area of 2.27 Lakh Hectares. The total population of

shimoga district as per 1991 census is around 1642545. The eastern part

of district comes under the semi-malnad zone with plain topography and

occasional chains of hills covered with semi-deciduous vegetation.  

Shimoga is origin of rivers Kali, Gangavathi, Sharavathi and tadadi. The

other major rivers which flow through the district areTunga, Bhadra and

Varada. The rivers Tunga and Bhadra meets at a place called Koodalgi in

shimoga district. Agumbe , a small place , known for its highest rainfall

(8000 mm/annum) in southern india hails from this land.

Shimoga district is rich in flora and fauna , the dense forest and green

shrub jungles are main producers of sandalwood, rosewood, teak and

other exotic timber. Mango, Jackfruit, Tamarind etc..  are the other

important trees found around the district with rich yields. The dense

forests of the district is home for wild animals like Elephant, Tiger, Lion,

Leopard, Wild boar, Bear, Antelope, Bison, Porcupine, Monkeys, wolves

and many other animals. Birds migrate from all over the world and travel

down to shimoga for a honeymoon. Birds like ...... are found flying higher

and higher in the blue skies.

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Shimoga farmers are feeding the people of Shimoga and other districts of

Karnataka by producing good quality paddy, coconut, Ragi, Pepper,

Areca and Sugarcane.

It ranks 9th in size among all the districts of the State. The district is

just 274 Kms away from the silicon valley of India,BANGALORE. 

Educational Scenario

Educational scenario is bright in Shimoga District. There are many

educational institutions which cater the educational needs of the District.

Each habitation with 200 population or more is having Primary School.

There are Higher Primary Schools, High Schools and Junior Colleges

which are easily accessible to rural areas also. Each Taluk Headquarter is

having a Degree College. There is an Engineering College, Dental

College and Polytechnic to cater the need of higher education and

technical education. Even rural areas are also accessible for higher

education. The District is having a high tradition in the field of culture

and literature. It has a rich heritage of cultural and literary background.

One University Center is also situated in the District. 

There are 1106 Lower Primary Schools and 1185 Higher Primary Schools

in the District of which 998 Government Lower Primary Schools and 940

Government Higher Primary Schools. Only 3 Aided Lower Primary

Schools and 53 Aided Higher Primary Schools are there in the District.

90% of the Lower Primary Schools are Government Schools. Only 0.3%

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is Aided Lower Primary Schools and 9.7% are Unaided Lower Primary

Schools. Among Higher Primary Schools, 79% are Government Schools,

4.47% are Aided Higher Primary Schools and 16.53% are Unaided Higher

Primary Schools. The Government has opened many schools in the

District and extended support for private managements to run Primary

Schools.

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WATER FALLS & DAMS

Jog Falls : The most thrilling spectacle in the entire western region of

Karnataka are the world famous Jog Falls.

Location : It is Situated on the borders of Shimoga and North Kanara ,

100 Kms from shimoga city. 

Whatz Special:The wondrous sight is that of river Sharavathi taking a

spectacular leap into the chasm from a height of 900 feet to from the

highest waterfalls in India. The river Sharavathi hurtles in 4 distinct

cascades. The first of these falls is known as the 'Raja' - the grandest, an

unbroken sheet of water, the Raja plunges into the vapor shrouded poll

900 feet below. A few 100 feet way down, with a thunderous gush, Raja

is joined by 'Roarer'. Leaping down with great speed in a series of

cascades in the 'Rocket'. And gliding away in a feminine grace ,'Rani'. 

The effect is greatly heightened by the wild and beautiful region around

which is covered with a wealth of luxuriant vegetation. The steps cut into

rocks will lead you to the very depths of the fall and shower you with

vaporous spray that bounces off these rocks.

Around Jog : There is also the splendid view of the Linganamakki dam,

which is 1819 feet above sea level built across the river Sharavathi. This

dam is the main feeder reservoir of the Mahatma Gandhi

Hydroelectric project in Shimoga.

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Transport : The place is well connected by rail and road from Shimoga

city and number of government & private buses ply between Shimoga and

Jog Falls. 

Best season to visit : July-January

Accomodation : 

Hotel Mayura Gerusoppa (KSTDC)

Jogfalls

Phone : 08186-344732

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Industrial Scenario

Shimoga district has as on 31.3.2000, 9779 no. of units with

an investment of Rs.11715.90 lakhs, employing 41000 persons. Agro

based industries and Automobile based industries and the Engineering

based industries are the prominent ones in the district.  The average

investment per unit is about Rs.1.30 lakhs and the employment per unit on

an average is 4 persons. So far, the investment made is maximum under

the food and beverages sector followed by the

general Engineering/mechanical products. Likewise, the employment

provided is also maximum from Food & Beverages sector followed by

General Engineering/ mechanical sector. 

The foundry units in the district have been very successful in producing

quality products. They have been manufacturing components for

automobile sector, electric motors etc. Some of them have been exporting

their products that have obtained ISO certification.

Under the rural artisans category, there are units like traditional carpentry,

blacksmithy, leathercrafts, pottery, beekeeping, stone cutting, handlooms,

agarabathi and sandal carving etc. There are about 13126 artisans spread

over the entire district under various crafts. Among these, sandalwood

articles have brought number of awards to the district. These products

have been displayed in various trade fairs and exhibitions. Some articles

are being exported through KSHDC.

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Personality

Kuvempu - K. V. Puttappa

Shimoga , district proud to be associated with

many distinguished personalities. The most

popular among them is a Poet/

Writer Kuppalli Venkatappa Puttappa,

popularly known as Kuvempu. Kuvempu was

born on December 29, 1904 in Hirekodige and brought up in Kuppali

Village in Shimoga district.Later on he shifted to Mysore and completed

his education in Mysore. He completed his M.A degree in Kannada in

1929. After completing his education he joined Maharaja's College as a

kannada lecturer . In the year 1946 he became the Professor and Head of

Department of Kannada . And later on headed the Mysore University as

its Vice-Chancellor from 1956 to 1960. After his retirement, he continued

to reside at his residence 'Udayaravi' in Vontikoppal, Mysore district. In

the year 1968 , he was honoured with the highest literary award,

the Jnanapeeta award for his magnum opus "Ramayana Darshanam".

Kuvempu produced over 30 major collections of poems in a period

spanning 5 decaded. Kuvempu was not only known as a poet , he was a

Scholor, Novelist, Biographer, Translator, Critic and Playwriter. He was

also an author of children's books.

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CONTRIBUTIONS

Famous Novels

"Kaanuru Subbamma Heggadathi"

"Malegalalli Madumagalu"

Famous Plays Based on his Novels

"Jalagara",

"Smashana Kurukshetra",

"Shudra Tapasvi"

Anantha Murthy

Born in Melige village in Thirthahalli taluk on

December 21, 1932 had his early education in

Durvasamatha Sanskrit school. He had his later

education in Thirthahalli and Mysore. After doing

his post graduation in English literature he went

to England for higher studies.   He joined the

University of Mysore in 1970 as a lecturer and later on became a

Professor. He has shouldered many important responsibilities and handled

assignments. He has served as the Vice-Chancellor of Mahatma Gandhi

University at Kottayam, Kerala.He also served as the Chairman of the

National Book Trust and as the Chairman of the Kendra Sahitya

Academy.

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Anantha Murthy is not only a well known author but also an orator. He

has traveled widely around the globe and has the honour of being a

visiting Professor of many Universities in India and abroad. He has served

on many important committees as Member and Chairman. He has

interviewed many celebrities for television and documentaries.

CONTRIBUTIONS

He started his literary career in 1955 with his collection of short

stories entitled 'Endendhigu Mugiyada Kathe' ( A never ending

story).

'Mowni',

'Prashne',

'Akasha mathu Bekku'

'Samskara' which created waves in the Kannada literaray circles. It

was made into a movie of the same name and was crowned with

many awards. It has been translated into Hindi, Bengali, Telugu,

Tamil, Urdu, Marathi, Oriya, Gujarathi and Konkani languages of

India. It has been translated into English, French, Russian,

Hungarian, German and Kazak.

'Bharathipura',

'Avasthe'

'Bhava'.

P.Lankesh is one of the famous writers of the modern school of

literature. Born at Konagahalli in Shimoga districtas the fifth child to his

parents. He known for a style peculier to him in the modern Kannada

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literature . He received Primary education at Konagahalli and Harnahalli,

Secondary education at D.V.S. High school & Intermidiate at the then

Intermidiate college [Sahyadri College ] Shimoga. Received his Honors

degree from the Central College Bangalore. He studied M.A at the

Maharaja College Mysore University and entered teaching career at

Sahyadri College Shimoga and later joined Bangalore University in 1962.

CONTRIBUTIONS, AWARDS & HONOURS

His first literary work, a collection of short stories " Kereya

Neeranu Kerege Chelli" was published in 1963.

P.Lankesh has to his credit, several shortstories,novels and poetry

of his own and translations from the west.

P. Lankesh was a renouned film director and has to his credit some

of the award winner films like "Pallavi", "Anuroopa","Ellindalo

Bandavaru" and "Khandavide ko Mamsavide ko". etc. He was

adjudged to be the best director for his "Pallvai" and was conferred

the best feature film award in 1976.

Prafulla Chandra

Born on 14th October, 1934 in a farming community under rural

background, Prafulla Chandra has grown step by step in experimenting,

introducing and developing many simple and useful technologies for not

only conserving the precious energy but also recycling of organic

waste and thereby preserving the natural eco-system, besides, sustaining

fertility and productivity of soil.

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Achievements : Mr. Prafullachandra has achieved several milestones in

the field of agriculture spanning over 40 years. He has secured 8 National

awards in crop competitions in paddy and sugarcane crops, achieving

highest productivity of 16.1 and 447.1 tons/hect., respectively. He has

served as member of Board of Regents, UAS, Bangalore, Senate and

Syndicate member, Kuvempu university, Shimoga and member, Coconut

Development Board, Cochin. Mr. Prafulla chandra has secured world food

day medal from F.A.O in 1988.

Considering his outstanding contributions in the field of agriculture, UAS,

Dharwad has awarded the honorary Doctorate to Mr. Prafulla Chandra in

1995.

CONTRIBUTIONS

The important contributions of Mr.Prafulla Chandra are

1. Successful cultivation of ratoon sugarcane crop for the past 30

years through zero cultivation and recycling of the sugarcane trash

and using of organic sources for irrigation through slurry bleeding,

which is a world record in sugarcane ratoon production.

2. Energy Saving Areca nut processing unit consisting a new type of

rectangular vessel consuming very less heat. This simple efficient,

economic and eco-friendly method of boiling and drying of areca

nut has heralded a new chapter in the conservation of fuel energy

and forest wealth by utilisating the agricultural waste as an

alternative source of energy.

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3. Developing useful agricultural implements, several small

agricultural implements like dumper, scrap collector, movable

ladder, coconut leaf cutter, model bullock cart, desilter and a device

for laying of PVC pipes. All these implements are most efficient

and were developed by using local scrap material, hence these are

economic and useful to farmer in saving time and working

efficiently.

4. Inter-cropping systems - Several multistoried inter-cropping

systems like arecanut+cocoa, coconut+legumes, arecanut+banana,

arecanut+banana+beetle wine are economically productive at the

same time does not compete either for solar energy or for soil

nutrients.

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Chapter -IV

COMPANY PROFILE

Major Players in Soft Drinks Segment

Study of Growth of Soft Drink Market

Recent Issues

Health Issues Caused by Soft Drinks

26

COMPANY PROFILE

The soft-drink industry comprises companies that manufacture

nonalcoholic beverages and carbonated mineral waters or concentrates

and syrups for the manufacture of carbonated beverages. Naturally

occurring bubbling or sparkling mineral waters have been popular for

thousands of years: the ancient Greeks believed that such waters had

medicinal properties and bathed in them regularly; the Romans

established resorts around mineral springs throughout Europe. In the

1500s the village of Spa in Belgium became famous for its waters, which

by the early 1600s were sold, in bottles, as far away as London, Eng.

Development of the first man-made sparkling or carbonated water

is credited to Joseph Priestley, the British scientist who discovered

oxygen. In 1772 he invented a method of "pushing" carbon dioxide into

water by dissolving it under pressure, thus creating fairly long-lasting

bubbles. The technique led to development of the soft-drink industry. By

the beginning of the 19th century, carbonated water was being made

commercially in France and North America; shortly thereafter, flavours

(normally fruit concentrates) were added to enliven the taste. In the 1820s,

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small carbonated bottling operations were established in Canada,

producing carbonated drinks in refillable bottles which were

merchandised as medicinal elixirs or tonics. Most soft drinks are still

carbonated to give drinks a "tangy bite" and to stimulate the tongue.

Furthermore, because scent is an important part of taste, the flavours

carried as vapours in the bubbles enhance taste.

The principle of "pushing" carbon dioxide is still used, but now the

water is first purified in a process known as "polishing." Cooled carbon

dioxide is then injected at pressures of 275-550 kilopascals. Some of the

early drinks bottled in Canada were called Birch Beer, Ginger Beer,

Sarsaparilla, Sour Lemon, None-Such Soda Water and Cream Soda. The

first carbonated beverage or "pop" bottles were sealed with corks held

tightly in place with a wire binding. Because they had to be stored neck

down so that the cork would not dry and allow the carbonation to leak

away, they were manufactured with rounded bottoms. By the mid-1800s,

soft drinks sold in Canada were packaged in 8-ounce (227.2 ml) round-

bottom bottles for about 25 cents a dozen, except ginger beer, which was

sold in draught form from wooden kegs. Wired cork closures were used

until about 1884 with Codd's Patented Globe Stoppers (25 types in all).

28

Such closures were replaced by the Hutcheson Spring Stopper. The crown

cap was introduced around 1905 and improved versions are still widely

used, although they are gradually being replaced, especially on larger

containers, with reclosable screw caps.

Other packaging innovations since the mid-1960s include canned

carbonated beverages, nonreturnable glass bottles and containers made

from rigid plastics. However, an effort is being made, often through

provincial legislation, to increase the use of returnable glass containers.

In the industry's early years the number of carbonated-beverage

plants increased steadily, most serving small regional markets. In 1929

the industry was made up of 345 production plants and the value of

shipments reached $12.3 million. By 1960 the number of plants had

increased to 502 and the value of sales to $172.7 million. Subsequently,

consolidation began, prompted by improved production, packaging and

distribution facilities. By 1973, 337 plants were in production and the

value of shipments was $484 million. In 1985, with sales of about $1.8

billion, the industry had 187 plants in production: Newfoundland had 3;

PEI, 1; Nova Scotia, 7; New Brunswick, 8; Québec, 66; Ontario, 58;

Manitoba, 7; Saskatchewan, 10; Alberta, 13; and BC, 14. Production

29

volume has also increased dramatically: in 1939, soft-drink bottlers

produced about 162 million litres of carbonated beverages; by 1967,

production passed 758 million litres; in 1986, shipments were estimated at

over 2.1 billion litres; and in 1998 that figure rose to 3.5 billion litres.

The industry is regulated by both federal and provincial agencies, 3

of the most important being CONSUMER AND CORPORATE

AFFAIRS (responsible for the Consumer Packaging and Labelling Act),

HEALTH CANADA (which administers the Food and Drugs Act) and

Environment Canada (which focuses on environmental matters). The

industry is represented by the Canadian Soft Drink Association in Toronto

and by several provincial associations.

The introduction of diet carbonated beverages has changed the

industry's profile. Several years ago, in response to increasing consumer

diet consciousness, the industry introduced the first successful sugar-free

diet drinks using the artificial sweetener cyclamate. But questions were

raised about the safety of this additive and, based on existing scientific

data, Health Canada banned its use in Canadian commercial FOODS

AND BEVERAGES. This decision, estimated to have cost the industry

more than $15 million, was a setback to diet-drink development. The

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industry turned to saccharin, but this too was eventually banned. Now, a

new sugar-free additive, aspartame, has been approved for use in diet soft

drinks, and the cyclamate/saccharin situation is not expected to recur

because aspartame consists of amino acids, which occur naturally.

Aspartame-sweetened diet drinks have had a dramatic effect on the

Canadian carbonated-beverage industry. Just before the saccharin ban in

1977, diet drinks accounted for about 10% of the soft-drink market;

following the ban the diet share dropped to about 2%, consisting of

beverages partially sweetened with small amounts of sugar. In 1982, the

first full year that aspartame was used in Canada, diet drinks increased by

15.2% of total soft-drink sales, while the total soft-drink industry grew

8%. In 1987 total soft-drink sales increased 5.3% over 1986, while diet

soft-drink sales increased by 10.7%. This single development has

encouraged strong growth in the industry.

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COCA COLA: THE STORY BEHIND

Coca-Cola was formulated in 1886 by Dr. John Pemberton, a

Pharmacist in Atlanta, Georgia. The drink was sold ad refreshing elixir at

the fountain counter of Jacob's Pharmacy of which Dr. John Pemberton

was part owner, unaware that the pharmacist had given birth to a caramel

colored syrup which is now the chief ingredient of the worlds favorite

drink. Today the white-on-red flow of Coca-Cola is familiar sight in more

then 195 countries. The syrup combines with the carbonate water to fuel a

$ 16.2 billion corporation that has captured a 46% Slice of the global soft

drinks market. The company estimates that the drink is served more than

773 million times every day and if all Coke ever produced were filed in

standard bottles and placed end to end it would wrap around the equator

21, 161 times.

The story of Coca-Cola is a story of a drink and its charm with the

consumer. The of ecstasy and again that the drink has caused to those

dedicated to its growth Pemberton first managed to sell and average of 9

drinks per day, though a shop called Jacob's pharmacy, in 1891, Candler

bought Coca-cola company with four companies he formed the coca-cola

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company with the initial stock of $100,000. Coca-Cola was registered at

the US patent office in 1893, and began selling at soda fountains for 5

cents a glass of therapeutic refreshment 1894, I got into bottles, courtesy a

candy merchant Joseph Boedenharn of Mississippi.

Five years later; the drink was being bottled on a regular basis

under a region wise franchising system; and its first competitor Pepsi

cola, Coca-Cola's first bottling plant opened in Chatanooga, Tennessee

followed by another in Atlanta in 1900. The unique taste of cola was an

outstanding success. Over the next two decade the number of plants

crossed 1000. In a bit to difference the prodect, the company adopted 6.5

ounce, pale green countor bottle designed by the root glass company of

Terri Haute, Indiana. Today it is an intrinsic part of the brand.

The company broadened its horizons when Robert Woodruff the

son of a banker who acquired to Company for $25 million in 1919,

assumed charge in 1923. He began by ungrading bottling operations,

brought in innovations like a six-bottle carry home carton, and gear up

advertising support. It was under Wood Ruff that the brand. Known

affectionately as coke by now associated it self with sportive events. By

33

the early 1940's the brand was selling as the "real thing" to set it self apart

from "me to" cola's.

As a time went by the company brought out some new aerated

drinks. The first one "Fanta" appeared in the selves in 1960.

Its birth was an accident, the company's German name is an attempt

to produce Coca-Cola without some key ingredients, turned out into an

orange flavored drink instead. its strategists who feared the dependence

on just one put a cap on growth welcomed it. While Fanta was being

rolled out the company bought minute made cosrp. Which in 1967 was

combined with Duncan foods to pave way for the Coca-Cola foods.

Several beverages followed the most notable being 'sprite', a lemon drink

developed in the late 1950 and formally launched in 1961.

Coca-Cola had diversified the company into businesses and it even

had a steam generator and boi8ler making division. Robert C Goizueta,

Cuban born 27 years veteran took over as the Coca-Cola unlike Pepsi

company depended on a single brand. The best insurance policy that he

figured was to let coke evolve to the summer slacking it with variants,

even reinventing if needed. In 1982, the company launched what is now

considered among the world's most successful brand extensions 'Diet

Coke', under the leadership of Sergio Zyman, the head of us marketing.

34

The idea was to retain the loyalty for the health conscious drinker who

loved the taste but hated the calories. After this it came out with cafeeine

free versions of its main drinks. yet in the US the company kept losing

ground to Pepsi. zyman, a former Pepsi marketer argued that the correct

strategy was to replace 98 year old with better tasting cola, label it as

"New Coke" and blare the news which is exactly what the company did

more a decode age in 1985. But when placed on the shelves it did not

budge. On wide spread protest it was recalled after 79 days.

The company has about 100 brands in its portfolio but coke, Fanta

and sprite account for most of its sales. In 1994, the real thing's coke sold

over 52.5 billion liters. For the taste of it diet coke along with Coca-Cola

light sold 8.5 billion liters, which makes it the world's two top non cola

drinks sold over 6.5 billion liters each. Which sprite aimed at the

independent youngster two does not care what as others drink (the as line

"obey you're a thrust"). In 1993, Coca-Cola reentered India after a 16

years ling exile, four years Pepsi made its debut India. While Coke plays

on brand nostalgia. Pepsi address the young crowd, which unlike a in

America is a dominate ort if the population here.

35

Major Players in Soft Drinks Segment

COCA COLA

“thanda matlab coca cola!!!”

Coca cola has truly remarkable heritage. From a humble beginning

in 1886 it has now become the flagship brand of largest manufacturer,

distributor of non alcoholic beverages in the world.

In India, coca cola was the leading soft drink till 1977 when govt.

policies necessitated its departure. Coca cola has made its return to the

country in 1993.and made significant investment to ensure that the

beverage is available to more and more people in remote as well as

inaccessible parts of the world.

Coca cola returned to India in 1993 and over the past ten years has

captured the imagination of the nation, building strong association with

cricket, the thriving cinema industry, music etc. coca cola has been very

strongly associated with cricket, sponsoring the world cup in 1996.

36

In 2002, coca cola launched the campaign,”Thanda Matlab coca

cola”. in 2003,coke was available for just rs,5 crores in the country.

FANTA

GHOONTH BHAR SHARARAT KAR LEY!!!

Fanta entered the Indian market in year 1996 under the coca cola

brand .over the years, Fanta has occupied a strong market place and is

identified as “the fun catalyst”. Fanta stands for its vibrant color, tempting

taste and tingling bubbles that not just uplifts feelings but also helps free

spirit thus encouraging one to indulge in the moment.

37

LIMCA

“ LIME AND LEMONI!!!

Drink that can cast a tangy refreshing spell on anyone, anywhere.

Born in 1971, Limca has been the original thirst choice, of millions of

consumers for over three decades.

The brand has been displaying healthy volume growing year on year and

limca continues to be leading flavoring soft drinks in the country.

Dive into the zingy refreshment of limca and walk away a new person.

38

THUMS UP

TASTE THE THUNDER!!!

Strong cola taste, exciting personality.

Thums up is a leading carbonated soft drink and most trusted brand

in India. Originally introduced in 1977, thums up was acquired by the

coca cola company in 1993.

Thums up, is, known for strong, fizzy taste and its confident,

mature and uniquely masculine attitude. This brand clearly seeks to

separate the man from the boys.

39

SPRITE

“SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!!

World wide sprite ranked as no.4 soft drink and is sold in more than

190 countries In India, sprite was launched in year 1999 and today it has

grown to be one of the fastest growing soft drinks, leading clear lime

category.

Today sprite is perceived as a youth icon. With strong appeal to

youth sprite has stood for a straight forward and honest attitude. Its clear

crisp hingtaste encourages today’s youth to trust their instincts, influence

them to be true who they are and to obey their thirst.

40

MAAZA

YAARI DOSTI TAAZA MAAZA!!!

Maaza was launched in 1976. In 1993, maaza was acquired by coca

cola India. Maaza currently dominates the fruit drink category. Over the

years, maaza has become synonymous with mango.

“Taaza Mango, Maaza mango, Botal mei aam, maaza hai

naam”.consumers regard maaza as wholesome, natural, fun loving drink

real experience of fruit.

The campaign builds on the existing equity of the brand and

delivers a relevant emotional benefit to the moms rightly captured in

tagline, “yaari dosti, and taaza maaza”.

41

PEPSI

YEH DIL MAANGE MORE!!!

Pepsi cola is a carbonated beverage that is produced and

manufactured by Pepsi co. It is sold in stores, restaurants and from

vending machines. The drink was first made in the 1890’s in North

Carolina.

The brand was trademarked on June 16, 1903.There have been

many Pepsi variants produced over the years.

Diet Pepsi

Crystal Pepsi

Pepsi twist

Pepsi max

Pepsi samba

Pepsi blue

Pepsi gold

Pepsi holiday spice

42

Pepsi jazz

Pepsi x(available in Finland & brazil)

Pepsi next(available in Japan & south Korea)

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

Carbonated drinks are dominated by artificial flavors based on cola,

orange and lime with Pepsi and coca-cola dominating the market. The

entire part of the drink is based on its artificial flavors and sweetening

agents as no natural juice is used.

MARKET

Cola products account for nearly 61-62% of the total soft drinks

market.

Two global majors’ Pepsi and coke dominate the soft drink market.

NCAER survey says 91% of soft drink in the country is in the

lower, lower middle and upper middle class people.

The market is worth around Rs.5000 crores with growth rate of

around 10-15%.

43

The annual per capita consumption in India is only about 6 bottles

vis- a- Vis 340 bottles in the U.S.

The production as soft drinks has increased from 5670 million

bottles in 1998-99 to 6230 million bottles in 1999-2000 industry

source.

Growth market this year is expected to be 10-15% in value terms

and 20-22% in volume terms.

However, the market for carbonated drinks is stagnating and not

growing as expected.

44

RECENT ISSUES

1. China rejects Coke bid to take-over major juice maker

China has rejected Coca-Cola's $2.5 billion bid to buy a major

Chinese juice maker. The purchase of Huiyuan Juice Group Ltd would

have been the biggest foreign acquisition of a Chinese company to date.

The proposed purchase was rejected on anti-monopoly grounds, the

Chinese commerce ministry announced on its website. 

Coca-Cola's bid in September prompted an outcry by nationalists

who urged the government to bar foreigners from acquiring one of China's

most successful homegrown brands. Rival juice producers warned that the

acquisition would give Coca-Cola too dominant a position in China's

beverage market. A Coca-Cola spokesman in Hong Kong learned of the

rejection of the sale had no immediate comment. Huiyuan's founders and

major shareholders already had endorsed the sale. 

If Coke were to take over Huiyuan, it will dominate the soft drinks

market in China, which not only hurts consumers, but also other sector

45

participants. Huiyuan controls more than a tenth of the Chinese fruit and

vegetable juice market that grew 15% last year to $2 billion. Coca-Cola

has a 9.7% share and dominates in diluted juices.

2. Pepsi's Slice kicks off the new season with 'Aamsutra'

PepsiCo's popular mango juice drink brand- Slice kicks off the

2009 season with it's new 'Aamsutra' concept.

According to Homi Battiwalla, business head, juice & juice drinks,

PepsiCo India, Slice had seen powerful consumer momentum post the re-

launch of 2008. The new winning formulation has been appreciated by

consumers. Aamsutra has driven strong disruption in the juice and juice

drink category. All of this has made Slice the fastest growing mango drink

brand in the country.

"South India is the lead market for mango drinks in the country.

Andhra Pradesh is the biggest mango market and also the fastest growing

market for Slice and mango drinks in the country. Tamil Nadu is amongst

the top three states and Slice is the market-leader in Tamil Nadu," he

added

Pepsi has now opted for a new brand ambassador, Katrina Kaif. 

46

The creative thought behind the new communication was to further

enhance the Slice experience into dimensions of pleasure, sensuality and

indulgence. Last year's commercial was about enumerating the principles

of 'Aamsutra' or the art of experiencing pure mango pleasure with the new

Slice. This year, the commercial portrays the next level to bring alive the

mango indulgence, stated Hari Krishnan, Vice President, JWT. 

The company has now opted for a 360 multimedia campaigns

involving digital, print, radio, impact outdoors and sampling in core

markets.

3. Parle Agro launches lemon flavoured drink "LMN"

Parle Agro, one of the leading food & beverage companies in India,

has launched a new fruit-based lemon drink LMN in the non-carbonated

segment. The new brand is a natural lemon juice drink and the only brand

in India with a taste closest to home made, fresh lime water (Nimbu pani).

According to the company, LMN will offer consumers a healthy,

refreshing drink with the goodness of vitamin C. Every summer, the

Indian beverage market has seen cola majors battle it out. This summer,

the launch of LMN will see the cola wars taking a back seat and the battle

47

spilling over to the non-cola segment, to be more precise in the nimbu

paani category. PepsiCo India last week launched a nimbu pani drink,

Nimbooz, under the 7Up brand.

On the occasion of LMN's launch, Nadia Chauhan, joint managing

director and CMO, Parle Agro, said, "Nimbu pani has traditionally been

India's most commonly consumed cold beverage. In fact the idea of a

branded lemon drink is so simple that you would wonder why nobody

thought of it earlier. The challenge for us was packaging a natural product

while retaining its fresh, original taste throughout its shelf life."

LMN will be available in 110 ml Tetra, 200 ml Tetra and 500 ml

PET packs priced at Rs 5, Rs 10 and Rs 23 respectively. The company

aims to touch a turnover of Rs 3000-3500 crore by 2011.

The company will target both (youth and adult) segments of

consumers to turn them into branded consumers of nimbu pani. Besides

this LMN will also target an emerging segment of consumers who are

looking for a healthy and refreshing beverage in the country. "For the last

20 years, Parle Agro has been the market leader in fruit based beverages,

we have constantly worked keeping in mind Indian preferences while

48

formulating products that cater to the Indian palate. It is without any

doubt that only an Indian company can understand what real nimbu pani

tastes like and what the Indian consumer wants in a packaged offering,"

Chauhan added.

Further, the company claims that packaged nimbu pani will have

tremendous growth potential, higher than other packaged drinks mainly

because of a major shift in consumer behavior. Today, the beverage

consumer is looking for hygiene, convenience, refreshing taste,

affordability and year-round availability. The name LMN is derived from

the SMS version of the word lemon. Parle Agro also owns other fruit

drink brands like Frooti, Appy Fizz and packaged drinking water, Bailey.

4. PepsiCo launches 'Nimbooz,' packaged lemon juice with no fizz

and artificial flavours

PepsiCo India has launched its packaged nimbu paani, Nimbooz,

under its 7Up brand. The home-made nimbu paani or lime juice has been

specially created to suit Indian tastes.

The lemon juice, no fizz and artificial flavours, is available in

trendy, convenient packs.

The drink offers great value to consumers in three packaging

formats of 200 ml returnable glass bottles (RGB), 350 ml PET and 200 ml

Tetra attractively priced at Rs 10, Rs 15 and Rs 10, respectively.

49

According to Ms Punita Lal, Executive Director- Marketing,

PepsiCo India, Nimbooz, is specially developed to suit Indian tastes and

preferences.

"Nimbooz is an affordable offering for consumers on the go

because of its ready-to-drink format that is both convenient and hygienic.

The proposition of the Indian refresher perfectly captures the mass appeal

of this product and will certainly drive consumer connect, stated Ms

Alpana Titus, Executive VP-Flavours, PepsiCo India. 

PepsiCo has drawn up an intensive consumer activation campaign

to market Nimbooz. The 360 degree marketing communication plan will

revolve around building awareness through multi-city launches and road

shows, comprehensive 3D activation, leveraging Out-of-Home (OOH)

media, radio, press and outdoors. Aggressive trial generation and

sampling initiatives will also be taken forward across major cities of the

country. A special 'Nimbooz Highway Gadi' has been created that will

visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra

to drive trails and consumer education.

5. Coke launches fruit-flavoured Fanta Apple nationally

After successfully introducing it in southern markets last year,

Coca-Cola India has launched its fruit-flavoured soft drink 'Fanta Apple'

nationally. The product is available in 200 ml and 300 ml returnable glass

bottles and also in 500 ml PET pack priced at Rs 8, Rs 10 and Rs 22

respectively. During the Fanta Apple launch in October 2008, Venkatesh

Kini, marketing vice-president, Coca-Cola India, said that the company

had planned to reach about 3.5 lakh customers with sample apple

50

flavoured drink to extend its market leadership in the fruit flavoured

segment in Andhra Pradesh and Tamil Nadu. 

"As per consumer research, we have found that after orange, apple

is the most preferred fruit in the country and Fanta Apple has been

developed specially for the Indian palate," Kini said on Monday.

According to experts, the nationwide launch of Fanta Apple is a part of

the company's $250 million business plan for the country.

Fanta Apple is the second flavour after Fanta Orange under "Fanta"

brand of the company. "We have had an excellent response down south

with a reused value to the drink and with the national launch of Fanta

Apple, we are stepping stones to extend Coca Cola India's market

leadership in the fruit-flavoured sparkling drink segment," Kini added.

The company has also announced Bollywood actress Genelia D'Souza as

the new brand ambassador of the Fanta brand.

According to reports, the current expected Indian soft drink market

is about Rs 6,000 crore, in which the company shares about 50% market

with its various brands like Coke, 7 Up, Fanta, Sprite and Thums Up.

51

HEALTH ISSUES CAUSED BY SOFT DRINKS

1) CERTAIN SOFT DRINKS AND CANCER MAY BE RELATED

Francisco Contraries, M.D., of the Contraries Cancer Clinic in Kiajuana,

Mexico said, "Cancer is like a plant cell; it can't live in an oxygen-rich

environment. cola drinks make our bodies poor in oxygen. cancer is the

second cause of death in America. The average American is consuming

800 Or more soft drinks annually. Be more responsible for your own life;

doctors have no responsibility for another's health."

2) SOFT DRINKS OFFEND THE KIDNEYS

A three year study of over 1,000 men with a history of kidney stones

showed: "There was a clear-cut difference in the group's experiences, with

much less renal colic in the men who had avoided soft drinks. Of those

who continued to use soft drinks, there was also a big difference in

outcome depending upon the nature of the soft drink consumed. Soft

drinks acidified with phosphoric acid were the worst offenders. Colas of

all kinds, of course, are well known for their high phosphoric acid

content."

52

3) COLA DRINKS PROVIDE ZERO NUTRIENTS

As pointed out by Beatrice Hunter in her book, CONSUMER BEWARE

(published in 1971), "Nutritionally, soft drinks are low in value. Their

food energy comes solely from refined sugar. Every element of nutritional

importance, except calories, is zero. Soft drinks have much in common

with hard liquor, claimed the co-discoverer of insulin, Dr. Charles Best.

Cirrhosis of the liver has been found among teenagers who drink large

quantities of soft drinks, as well as among chronic alcoholics." Can we

live without a functioning liver? No. And do doctors have a cure for

cirrhosis of the liver? Not really!

4) CAFFEINE IS ADDICTIVE; COLAS PROVIDE IT

Soft drinks, including the cola and pepper-type drinks that have caffeine

in them, are the number one beverage of Americans today, with coffee

second. Caffeine is a drug and it acts as a stimulant to the central nervous

system. "In the amounts presently being consumed, it can cause insomnia,

nervousness, irritability, anxiety and disturbances in the heart rate and

rhythm. Cola and pepper-type drinks account for 80-90 percent of the

53

13

caffeine added to foods today. Its long term effects on people are not

clearly known."

5) BIRTH DEFECTS AREA POSSIBILITY

Here is advice on caffeine from the FDA. "In making the public

announcement in September of caffeine's possible dangers to unborn

children, FDA commissioner Dr. Jere E. Goyan urged prudence by

pregnant women in the use of caffeine products. Goyan's words to

mothers-to-be: "So while further evidence is being gathered on the

possible relationship between caffeine and birth defects, a prudent and

protective mother-to-be will want to put caffeine on her list of

unnecessary substances which she should avoid." The old saying that a

pregnant woman is "eating for two" has a special meaning in regard to

caffeine.

The Commissioner also noted that studies to date support the wisdom

passed down from generation to generation that caffeine is not for

pregnant women or children. "We hope some day to have better scientific

assessments," Goyan said, "but for now adhering to the guidance of our

parents seems to be the most prudent course."

54

6) ANOTHER PROBLEM: CARAMEL COLORING

"Cola drinks contain caramel coloring which, according to some

researchers, has genetic effects and is a cancer-causing suspect.

Polyethylene glycol is used as an ingredient sometimes. Glycol is used in

anti-freeze in automobiles and as an oil solvent." Perhaps you have

noticed that pouring cola drinks on your windshield in a snow or ice storm

will keep the windshield from freezing over with ice.

7) BUBBLES AND FIZZ - NOT INNOCENT

"The bubbles and fizz in soft drinks can potently burn human insides; this

is caused by the phosphoric acid and carbon dioxide. The phosphorus in

the acid upsets the body's calcium-phosphorus ratio and dissolves calcium

out of the bones. This can eventually result in osteoporosis, a weakening

of the skeletal structure, which can make one susceptible to broken bones.

Also, the phosphorus fights with the hydrochloric acid in human stomachs

and renders it ineffective. This promotes indigestion, bloating and

gassiness in many individuals. Carbon dioxide is a waste product exhaled

by humans, but they ingest it when they drink cola drinks."

8) METABOLISM CAN BE ALTERED: THAT SPELLS TROUBLE

55

Heavy soft drink consumption can interfere with your body's

metabolization of iron and diminish nerve-impulse transmission. Sodas

may contain - but are not required to disclose - such ingredients as ethyl

alcohol, sodium alginate (possibly hazardous for pregnant women),

brominated vegetable oil (found harmful to vital organs of animals and

considered a health risk to heavy consumers of beverages containing it)

and caffeine.

9) BLOOD PRESSURE ALTERATION: ON THE HIGH SIDE

Diet sodas that are low in calories are high in sodium. Six ounces of

regular Pepsi cola has 5 mg of sodium; Diet Pepsi has 31 mg (But who

only drinks 6 oz at a time now? - classic Coke Cola has 19 mg sodium.

High blood pressure is very common ailment in our society, I wonder

why!

And who shouldn't have high sodium in their diets? My personal answer

to that question, is that the condition which causes a person to have high

blood pressure should be considered a condition where limiting sodium

intake would be helpful. Here are a few of those; certain tumors, kidney

disease, adrenal or thyroid or pituitary gland malfunction, even diabetes

56

and arteriosclerosis or hardening of the arteries. Soft drinks should be off

limits to persons with these conditions.

10) HEALTH DANGERS OF REUSING PLASTIC

Many are unaware of poisoning caused by re-using plastic bottles. Some

of you may be in the habit of using and re-using your disposable SOFT

DRINK BOTTLES (eg. Pepsi. Coke, Sprite etc), keeping them in your car

or at work. Not a good idea. In a nutshell, the plastic (called polyethylene

terephthalate or PET) used in these bottles contains a potentially

carcinogenic element (something called diethylhydroxylamine or DEHA).

The bottles are safe for one-time use only; if you must keep them longer,

it should be or no more than a few days, a week max, and keep them away

from heat as well. Repeated washing and rinsing can cause the plastic to

break down and the carcinogens (cancer- causing chemical agents)can

leach into the water that YOU are drinking. Better to invest in water

bottles that are really meant for multiple uses. This is not something we

should be scrimping on. Those of you with family - please advise them,

especially for their children's sake."

57

Chapter –V

DATA ANALYSIS AND INTERPRETATION

58

DATA ANALYSIS

Table 1: Do you like soft drinks?

Sl no YES NO

1 83% 17%

Figure 1: Opinion about Soft Drinks

ANALYSIS: From the survey it was found that amongst 80 respondents,

83% of the respondents like soft drinks and 17% of the respondents don’t

like soft drinks.

59

Table 2. Frequency of consumption of soft drink in a week

Sl no Daily 2-4 Times More than 4 times Once in a week

1 6% 3% 11% 58%

Figure 2: Consumption of Soft drink in a week

ANALYSIS: From the survey it was found that amongst 80 respondents.

a) 6% of the respondents consume Soft Drinks daily.

b) 25% of the respondents consume Soft Drinks 2-6 times.

c) 11% of the respondents consume Soft Drinks more than 4 times.

d) 58% of the respondents consume Soft Drinks once in a week.

60

Table 3. In what occasions, do you often consume the soft drinks?

Sl no Feeling thirsty

Without any reason

Parties Celebrations

Hard work

1 38% 36% 36% 1%

Figure 3: Consumption of Soft drink in a occasions

ANALYSIS:From the survey it was found that amongst 100 respondents.

a) 38% of the respondents consume Soft Drinks when they feel thirsty.

b) 36% of the respondents consume Soft Drinks at the time of celebrations.

c) 36% of the respondents consume Soft Drinks without any reason.

d) 1% of the respondents consume Soft Drinks on other occasions.

61

Table 4. What induces you to buy Soft Drinks?

Sl no Price &

Quantity

Health

Drink

Status

symbolTaste Variety Advertisement

1 8% 5% 5% 50% 13% 13%

ANALYSIS: From the survey it was found that amongst 100 respondents, 08% of the

respondents consume soft drinks because of its price. 05% of the respondents consume

soft drinks because it is a health drink. 05% of the respondents consume soft drinks

because it is a status symbol. 50% of the respondents consume soft drinks because of

its taste. 13% of the respondents consume soft drinks because of variety and 13% of

the respondents consume soft drinks because of Advertisement

62

Table 5. Do advertisements affect your purchases?

Sl no To Greater Extend

To Great Extend Neutral To Less

ExtendTo Lesser

Extend1 13% 30% 35% 13% 10%

ANALYSIS: From the survey it was found that amongst 80 respondents.

a) 13% of the respondents think that advertisements affect their purchases to greater extend

b) 30% of the respondents think that advertisements affect their purchases to great extend.

c) 35% of the respondents thinks that advertisement affects their purchases to neutrald) 13% of the respondents thinks that advertisement affect their purchases to less

extende) 10% of the respondents thinks that advertisement affect their purchases to lesser

extend.

63

Table 6. Which soft drink do you like more?

Sl no Coca cola Pepsi Miranda Limca Maaza Other

1 10% 21% 28% 5% 18% 19%

ANALYSIS: From the survey it was found that amongst 80 respondents.

a) 10% of the respondents consume Cocacola.

b) 21% of the respondents consume pepsi.

c) 28% of the respondents consume miranda.

d) 5% of the respondents consume Limca

e) 18% of the respondents consume Maaza

f) 19% of the respondents consume other soft drink

64

Table 7. Do you take the soft drink every time?

Sl no Yes No

1 31% 69%

ANALYSIS:

From the survey it was found that amongst 80 respondents.

a) 31% of the respondents consume soft drink every time.

b) 69% of the respondents doesn’t consume soft drink every time.

65

Table 8. Which Flavor does you like most?

Sl no Mango Orange Lemon Apple Others

1 24% 31% 21% 10% 14%

ANALYSIS: From the survey it was found that amongst 80 respondents.

a) 24% of the respondents like mango flavor.

b) 31% of the respondents like orange flavor

c) 21% of the respondents like lemon flavor.

d) 10% of the respondents like apple flavor

e) 14% of the respondents like some other flavor

f) Other flavours include strawberry, vanilla, grape, etc

66

Table 9. How do you rate canned juices as compared to fresh juices?

Sl no Equivalent to

fresh juice

Have artificial

added flavor

healthy with

preservativesnot as healthy

1 8% 33% 10% 50%

ANALYSIS: From the survey it was found that amongst 80 respondents.

a) 8% of the respondents think canned juices are Equivalent to fresh juices.

b) 33% of the respondents think canned juices Have artificial added flavor.

c) 10% of the respondents think canned juices are Healthy but have preservatives.

d) 50% of the respondents think canned juices are not as healthy.

67

Table 10. Do you think taking too much soft drink would cause health

problems?

Sl no Yes No No comment

1 65% 15% 20%

ANALYSIS: From the survey it was found that amongst 80 respondents

a) 65% of the respondents think that too much consumption would cause health

problem.

b) 15% of the respondents think that soft drink consumption will not cause any

health problem.

c) 20% of the respondents didn’t have any opinion on this.

68

Table 11. Have these drinks caused any health problems for you?

Sl no Yes No

1 15 65

ANALYSIS: From the survey it was found that amongst 80 respondents

a) 81% of the respondents didn’t have any health problem after having soft drink.

b) 19% of the respondents did have some health problem after the consumption of

soft drink.

69

Table 12. Are you aware that you are priced more than 10 times than

of the real price of the drink?

Sl no Yes No

1 50% 50%

ANALYSIS: From the survey it was found that amongst 80 respondents, Only 50% of

the respondents know that they are priced 10 times more than of real price.

70

Table 13. Considering the TV ad. Which soft drink ad do you like

more?

Sl no Coca cola Pepsi Mirinda Thumsup Maaza Other

specify1 13% 23% 20% 29% 5% 11%

ANALYSIS: From the survey it was found that amongst 80 respondents.

a) 13% of the respondents like the advertisement of cocacola.

b) 23% of the respondents like the advertisement of pepsi

c) 20 % of the respondents like the advertisement of Miranda

d) 29% of the respondents like the advertisement of thumpsup

e) 5% of the respondents like the advertisement of maaza

f) 11% of the respondents like the advertisement of other softdrink .

71

Table 14. After the plachimada incident have you reduced consuming

soft drinks?

Sl no Yes No

1 49% 51%

ANALYSIS: From the survey it was found that amongst 80 respondents.

a) 51% of the respondents did reduce consumption after plachimada incident.

b) 49% of the respondents didn’t reduce consumption after plachimada incident.

72

Table 15. Do you think the superstar should stop promoting

unhealthy soft drinks?

Sl no Yes No No comments

1 46% 23% 31%

ANALYSIS: From the survey it was found that amongst 80 respondents.

a) 46% of the respondents feel that super star should stop promoting unhealthy

soft drinks.

b) 23% of the respondents don’t have any problem.

c) 31% of the respondents don’t have any comment.

73

Table 16. What all changes do you want the manufacture to make in

it to promote sale?

Sl no Quality Price Advertisement More flavour

Other specified

1 48% 33% 14% 10% 0%

ANALYSIS: From the survey it was found that amongst 80 respondentsa) 48% of the respondents want manufacture to increase quality to promote sale.

b) 33% of the respondents want manufacture to change price to promote sale.

c) 14% of the respondents want manufacture to put more concentration on

advertisement to promote sale.

d) Only 10% of respondent want manufacture to add more flavour to soft drink so as

to promote sale.

74

Table 17. In your opinion which all deceases could the pesticides in

the soft drinks cause?

Sl noCancer Paralysation Tooth decaying

Pregnancy

issuesDon’t know

1 25% 13% 26% 11% 25%

ANALYSIS: From the survey it was found that amongst 80 respondents.a) 25% of the respondents think that cancer is caused by the pesticides in soft drinks

b) 13% of the respondents think that paralysation is caused

c) 26% of the respondents think that tooth decaying is caused by the pesticides in the

soft drinks.

d) Out of this about 7% of the respondents thinks that all the above deceases are

caused by pesticides.

e) 25% of the respondents don’t know what decease is caused by the pesticides in the

soft drinks.

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Table 18. Soft drinks such as colas contain significant quantities of?

Sl no Caffeine Nicotine Tannin Rennin Don’t know

1 40% 10% 3% 4% 43%

ANALYSIS: From the survey it was found that amongst 80 respondents

a) 40% of the respondents know that soft drinks contain caffeine.

b) 10% of the respondent thinks that there is nicotine in soft drinks.

c) 3% of the respondents know that soft drinks contain tannin.

d) 4% of the respondents know that soft drinks contain rennin.

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Table 19. What are the things that govt. need to do, to stop the

unhealthy practices carried down by soft drink companies?

Sl no Increase standards

Frequent quality check

Control on Advertisement

1 30% 59% 11%

ANALYSIS: From the survey it was found that amongst 80 respondents.

a) 30% of the respondents feel that government should increase the standards.

b.) 59% of the respondents feel that there should be frequent quality check.

c) 11% of the respondents feel that there should be control on advertisement.

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Table 20. Do you prefer the usage of plastic bottles of soft drinks?

Sl no Yes No

1 64% 36%

ANALYSIS: From the survey it was found that amongst 80 respondents

a) 64% of the respondents prefer the usage of plastic bottles.

b) 36% of the respondents do not prefer the after use of plastic bottles.

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Chapter -VI

SUGGESTIONS AND CONCLUSION

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SUGGESTIONS

In the survey conducted, it was suggested by most of the respondent

that govt. should have frequent quality check in order to promote sales

and to attain consumer satisfaction.

Frequent consumption of soft drink will cause health problems.

From the survey more than half of the respondent suggested that they

prefer use of plastic bottles instead of other.

Advertisement acts as a very important role here. So if heavy

advertisements are carried out it will definitely increase purchase.

It is also to be noted that govt. should also take guard of health of the

consumer, so appropriate measures are to be taken.

Prices are to be reduced to increase sales, since the consumers are

aware that they are charged 10times more than the price of the drink.

If the quality is not improved than its better that superstar should stop

promoting unhealthy products.

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CONCLUSION

Following are the concluding points taken into consideration after the

conduct of the research study:

An important finding that emerged out of the survey was that

83%of people like to have soft drinks while 17% not like.

Through the research it was conveyed that weekly consumption of

soft drinks is more than daily consumption

Most of the respondents view soft drinks as an aid to put off thirst

A majority of the respondents consume soft drinks at the time of

parties & celebrations.

Most of the respondents consume soft drinks because of its taste.

Most of the respondents were of the strong view that

advertisements affect their purchases.

Considering the TV ad thums up is liked mere but TV ad does not

made most of the consumer switch on to that one.

About half of the respondent told that taking too much of the soft

drink would cause health problems but very few of them caused

health problem before.

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Most of the respondent like Miranda since they like orange flavor.

49% of them reduced consuming soft drinks after plachimada

incidents.

Most of them concluded while saying that the govt. to do frequent

quality check in order to increase sale without causing harm to

consumers.

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ANNEXURE

Questionnaire

Bibliography

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QUESTIONNAIRE

I am a student of Dr. Ambedkar College, Shivamogga, studying in final year

B.B.M. for the academic year 2010–11 for the partial fulfillment of my course.

I am conducting the survey on the " CONSUMER AWARENESS REGARDING

THE ADVERSE EFFECT OF SOFT DRINKS ON HEALTH”, to prepare a

project report. Therefore, I request you to spend for me a few minutes to

answer the questions in the questionnaire.

Yours

Mazahar Khan

PERSONAL DETAILS

Name - …………………………………….

Age - 15-25 25-35 35-50

Gender - Male Female

Occupation - Student

Housewife

Business

Service

1) Do you like soft drinks?

Yes No

2) Frequency of consumption of soft drink in a week?

Daily 2-4times

More than 4 times once in a week

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3) On what occasions, do you often consume the Soft Drinks?

Feeling Thirsty

Without any reason (just like that)

Parties / Celebrations

Others, please specify…………………..

4) What induces you to buy Soft Drinks?

Price with quantity

Health Drink

Status symbol

Taste

Variety

Advertisement

5) Do advertisements affect your purchases?

To greater extend

To great extend

Neutral

To less extend

To lesser extend

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6) Which soft drink do you like more?

Cocacola

Pepsi

Mirinda

Limca

Maaza Other(specify)……………………………

7) Do you take the same soft drink every time?

Yes No

8) Which flavor do you like most?

Mango

Orange

lemon

Apple

Other(specify) ________

9) How do you rate canned juices as compared to fresh juices?

Equivalent to fresh juices

Have artificial added flavor

Healthy with preservatives

Not as healthy

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10) Do you think taking too much soft drink would cause health

problems?

Yes No No comment

11) Have these drinks caused any health problem for you before?

Yes No

12) Are aware that you are being priced more than 10 times than of the

real price of the drink?

Yes No

13) Considering the TV ad.which soft drink ad do you like more?

Cocacola

Pepsi

Mirinda

Thumsup

Maaza

Others specify…………………..

14) After seeing the ad did you like to switch on to that one?

Yes No

15) After the Plachimada incident have you reduced consuming soft

drinks?

Yes No

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16) Do you think the super stars should stop promoting unhealthy soft

drinks?

Yes No No comment

17) What all changes do you want the manufacturer to make in it to

promote sale?

Quality

Price

Advertisement

More Flovour

Others (specify)……………………….

18) In your openion which all desesase could the pesticides in the soft

drink cause?

Cancer

Paralisation

Tooth decaying

Pregnancy issues

Don’t know

Others specify

19) Soft drinks such as colas contain significant quantities of

Caffeine

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Nicotine

Tannin

Rennin

Don’t know

20) What are the things that govt. need to do, to stop the unhealthy

practices carried down by soft drink companies?

Increase standards

Frequent quality checks

Control on advertisement

21) Do you prefer the after usage of plastic bottles of soft drinks/

Yes No

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BIBLIOGRAPHY

Kothari C R, “Research and Methodology- Methods &

Techniques”, New Age International (P) Ltd.

http://en.wikipedia.org/wiki/Beverage

www.foodindustryindia.com

www.google.com

www.coco-colaindia.com

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