Customer survey on Soft Drinks in Partex Group
Subject: Business | Topics:

Partex Group

Partex Group is among the large Bangladesh private sector manufacturing and service based enterprises, owning and operating over tweenty units giving value for money to all customers. Today the group has over tweenty family owned private limited companies with a sizable turnover. Ours is a dynamic organization always exploring new ideas and avenues to expand and grow further.

EXECUTIVE SUMMERY

Here to prepare the report I have collected mainly primary data by conducting a survey by myself. To collect the data I had to prepare a questionnaire at first. The research has been done by conducting a survey among 150 respondents, and their responses has been recorded, coded, analyzed and interpreted to get the findings. The research has been designed as like a descriptive study of the population. There are questions which helped us to determine the loyalty level of the users of cola or un-cola type of soft drinks. There are 100 copy of questionnaire for Consumer respondents and 50 copy of questionnaire for Seller respondents. The respondents are from different profession including students, job holders, business person, home makers, doctors, shopkeepers and other profession as well. The respondents were from different areas of Dhaka city including Shantinagar, Gulshan, Badda, Uttara, Dhanmondi, Farmgate, Mirpur, Basabo, Motijheel, Jahangirnagar University, TSC and some other place. I have selected my respondents on basis of random sampling.

The objective of this survey is to gather information, which can determine the Market Scenario of Beverage market; Cola Vs Un-Cola, and the intention is to find out the level or the procedures which determines the preference levels among different types of soft drink consumers. I tried to provide lots of information about different Cola and Un-cola soft drinks, and then I have shown industry attractiveness, and tried to find out the consumer perception about soft drinks.

 

In the end of this report I have tried to provide some recommendation based on the findings.

 

INTRODUCTION

The research has been designed as like a descriptive study of the population. There are 100 questions for consumer respondents to determine the demographic information of the sample. The level of their liking towards the promotion, brand awareness has been determined by the set of questions.

 

1.1 OBJECTIVE

 

The objective of this report is to –

  1. The objective of this survey is to gather information, which can determine the Market Scenario of Beverage market; Cola Vs Un-Cola.
  2. The intention is to find out the level or the procedures which determines the preference levels among different types of soft drink consumers.
  3. Determine the percentage of people who prefer Cola brands and people who prefer Un-cola brands.
  4. Identify the market share of different cola and un-cola brands.
  5. And identify the factors that influence customers to purchase Cola and Un-cola brands.

The data obtained by the help of the questioner, are described at the following pages:

 


 

1.2 RESEARCH DESIGN

 

The problem or objective of the research has been identified clearly prior to conduct of the research. For this reason, a descriptive research methodology has been followed. The information has been collected through a survey.

 

1.3 QUESTIONERE DESIGN

 

This survey has been conducted by the help of a questionnaire. The questionnaire consists of 150 copies. There are 100 copy of questionnaire for Consumer respondents and 50 copy of questionnaire for Seller respondents to determine the demographic information of the sample. As well other types like the brand preference level have been determined also in terms of the knowledge level of the consumers about the brand itself as well as the promotion. There are questions been asked to determine the consumers’ responses and attitude towards the packaging of soft drinks. There suggestions have also try to be taken in case they want a modification with the Soft Drinks. In the last set of questions are created to determine the consumers’ perspectives towards the current promotional activities of the brands are the consumers have been influenced by any advertisement of Soft Drinks or not, are any salesperson or shopkeeper influence them to buy particular brand of Soft Drink or not, which things consumers considers when they buy Soft Drinks, for what occasion they buy Soft Drinks most and at lest consumers perspective about price of Soft Drinks whether it is reasonable or not. The level of their liking towards the promotion, brand awareness has been determined by the set of questions.

 

1.4 SAMPLE COLLECTION

 

The sample has been selected from the ‘customer’ of the Soft Drinks. This selection is intended to find out the actual level of product and image awareness of soft drinks among several types of consumer. The sample has been selected from the acquainted people of the surveyors. The reason was the number of questions is large, which need a close supervision and direction of the surveyor while filling-up the questioner. This will be much possible if the respondents are already known to the surveyors.

 

1.5 INFORMATION NEEDED

 

The information needed for this survey was mostly taken from the primary sources, through analyzing the questioner. The other information about different types of Soft Drinks was taken from the official web site of several soft drink companies.

The basic information needed to reach the conclusion and meet the objective of this report was the actual perceived value of the customers of soft drinks. This perception was to be finding out in respect of the customers’ view and awareness of the soft drink company, their buying pattern and usage rate of soft drinks, and their attitude towards the competitors’ products. Moreover, it had to be find out their attitude towards competitors’ product have any impact on their purchase of soft drinks or not.

 

 1.6 LIMITATIONS OF THE SURVEY REPORT

There have been several limitations I have faced while conducting the survey. At every stage in this study I have been tried to be done with reasonable level of competence in the field of marketing research. Despite of these efforts some internal and external shortcomings have been observed while doing the questionnaire preparation, field working and editing-coding and analyzing the data obtained from the respondents.

 

The major limitations are as the followings:

 

  1. Most of seller paid less attention to answer the questionnaire. This was the most important limitation in preparation of the report.

 

  1. Most of the respondents are not used to a formal survey, so a big portion of response error has been occurred at the initial stage.

 

  1. No pre-contact with the respondents have been ensured prior to the survey, which was necessary.

 

  1. To fill-up a questioner with a large number of questions, seeks a high degree of attention by the respondents. For their time as well as their cooperation the respondents must be provided free sample of the products or gifts. But no such initiative was taken ahead. Which has demoralized the respondents and disturbed their mental stability; it also affected their response.

 

  1. A test survey must have been conducted prior to the actual survey. No test survey was conducted

 

  1. Relevant papers and documents were not available sufficiently because of confidentiality. In many case, up to date information is not available. The lack of knowledge about the sources of secondary data is also a limitation of this study.

 

  1. Interview was taken by questionnaires hand to hand the selected respondents from Dhaka city only; it does not represent the rest of the country.

 

  1. Some of the options present in the questioner are not adequately categorized. In the question where the information about the income of the respondents as their demographic information has to be given; there could be a customize option for Income. This limitation results in a number of response errors.

 

  1. To fill-up a questioner with a large number of questions, seeks a high degree of attention by the respondents. For their time as well as their cooperation the respondents must be provided free sample of the products or gifts. But no such initiative was taken ahead. Which has demoralized the respondents and disturbed their mental stability; it also affected their response.

 

  1. In some cases lack of coordination with the some of respondents has caused turbulence & confusion while creating the report. It also has affected the research conduction.

 

  1. Problem has been faced regarding time management. Time constraint is a major limitation. To conduct a diversified and vast research, a longer period of time should be spent to get a representative outcome.

 

  1. For the above reason, the ranking and rating questions were to some extent complicated for me.

 

 

Product Category

Brand Name

Store keeping Unit

  

Cola

RC Cola

Can250ml, 500ml PET1.Liter & 1.5Liter PET2. Liter PET
   Orange

RC Orange

Mobile Bottles500 ml

 

 

 

Lemon

RC Lemon

Can250ml & 500ml PET1.Liter & 1.5Liter PET2. Liter PET

 

 

Lemon-Lime Soda

Uper10

350ml Glass Bottles1Ltr, 1.5 Ltr & 2 Liter PET250ml Can

 

 

 

Juice

Frutika

250 ml PET (Mango)250 ml PET (Grape)250 ml PET (Orange)

 

 

 

 

 

Cola

Cocacola

Can250ml, 500ml PET1.Liter & 1.5Liter PET2. Liter PET

 

 

 

Lemon-lime soda

Sprite

  

Can250ml, 500ml PET1.Liter PET2. Liter PET

 

 

 

Lemon-lime soda

7UP

   

Can250ml, 500ml PET1.Liter PET2. Liter PET

 

 

Cola

Pepsi

  

Can , Glass250ml, 500ml PET1.Liter PET2. Liter PET

 

 

 

Orange

 

 

 

Mirinda

 

  

 

Can500ml PET

 

 

 

 

 

 

 

Cola

Mojo

250 ml Can250 ml PET500 ml PET1 Liter PET

2 Liter PET

 

 

 

Cola

Virgin

Can250ml PET500ml PET1Liter PET1.5Liter PET

 

 

 

 

Cola

ZamZam cola

PET bottle

 

 

 

Cola

Uro Cola

Can500ml PET.1Liter PET.2Liter PET.

 

 

 

Lemon

Uro Lemon

 

Can500ml PET.1Liter PET.2Liter PET.

 


 

Data Analysis and Presentation

 

2.1 Demographic information:

 

The first 7 questions in the questioner are intended to locate the demographic information of the respondents. These questions include gender, age, marital status, education, profession, income level, and their preference among the Cola and Un-Cola.

 

  1. 1.  Gender

 

In this survey there are 100 samples and 61% of which are male & 39% of which are female, it give us a indication that male are consumes relatively more soft drinks than female; it perhaps for males more consumption power as they have relatively high income than female in Bangladesh because of the social pattern and maybe for male have to a greater extent of outside contact than female.

 

  1. 2.  Age

 

There are six age divisions were given at the age category of the respondents. From the ‘Male’ respondents 6.56% respondents were from 5 to 15 years. 52.46% male respondents were from the category 16-25 years. 19.66% of the male respondents are 26-35 years of age. 4.92% male respondents are fall under the 36-45 years category. 9.84% male fall under the 46-55 years category and lastly 6.56% of the female respondents are above 56 years of age.

In the above category female are divided on the gender basis. On the survey from the female respondent 2.56% respondents were from 5 to 15 years. 46.15% female are from 16-25 years of age, 17.95% female fall under the 26-35 years of age, 17.95% female fall under the 36-45 years of age, 15.39% female are from 46-55 years of age, and lastly 00% female respondents are above 56 years of age category.


 

  1. 3.  Marital Status

                  In this survey we have 38% of married and 62% of unmarried sample out of 100 samples; as because in urban areas of Bangladesh has high extent of unmarried people. From the ‘male’ respondents 26.23% respondents were married and 73.77% respondents were from the category of unmarried. On the other hand 56.41% of the female respondents are from married category and 43.59% female fall under the unmarried category.

 

  1. 4.  Education

Here, we can easily identify that Under Graduates are more than 45%. In this survey 40.98% of male and 56.41% of female respondent were from the category Under Graduate. Graduates contribution was 36.06% of male respondent and 17.95% of female respondent. From the ‘male’ respondents 11.48% and female respondent 15.38% respondents were from the category of H.S.C. Then from the category of S.S.C 6.56% male & 5.14% female respondent were found. Post Graduate 1.64% of male and 2.56% of female respondent were found. At last 3.28% male and 2.56% female respondent are from non educated category. So here in this survey contribution from Under Graduates is much higher than others.

 

  1. 5.  Profession

 

Interpretation:

 

In this chart, questioner it shows that out of 100% sample there is 63.93% are male Students and 51.28% are female students, 8.20% are Private Service Holder male respondent and 7.69% are Private Service Holder female respondent, 3.28% male and 5.13% female respondent are from Govt. Service Holder, 19.67% male and 00% female respondents are from Business sector, 00% male and 35.90% female respondent are form Home Maker category. And 4.92% male % 00% female respondents are from the others category. So Students have highest contribution that is almost 59%; this is because Student in our society is a major portion of total population and of course they are important consumer as well.

  1. 6.  Consumers Level of Income

 

Interpretation:

 

The above graph shows the level of income among the (consumer) respondents. The category of income are No income, Bellow Tk 5000, Tk (5000-15000), Tk (16000-25000), Tk (26000-40000), and above Tk 40000. As in this survey most of participants are student. They have low or no any income their contribution is in this survey is 32% and below Tk.5000 is 41%.

 

In the graph blue color line is showing income level of the Male respondents and the pink color line is showing the level of income for the Female respondents. Here for the ‘Male’ respondents, 24.59% respondents were from no income level. 27.31% male respondents were from the bellow Tk 5000 income level category. 21.31% male respondents were from the category Tk (5000-15000) income level. 14.75% male respondents were from the Tk (16000-25000) income level category. 8.20% male respondents were from the Tk (26000-40000) income level. And residual 3.28% male respondents were from the category above Tk 40000 income level.

 

For ‘Female’ respondents, 43.58% female respondents were from No income level category. 35.90% female respondents were from the category Bellow Tk 5000 income level. 10.26% female respondents were from Tk (5000-15000) income level category. 5.13% female respondents were from the category Tk (16000-25000) income level. 5.13% female respondents were Tk (26000-40000) income level category. 00% female respondents were from the category above tk40000 income level.

 

  1. 7.  Consumer responses toward preferring Soft Drinks.

Interpretation:

 

The graph shows the usage rate of the total respondents. The response rate has been sorted out on the basis of Male and Female. The category in the usage rate had two options. These options consist of the person who like cola & who like Un-cola.

 

In the graph at the left-hand side the information has been presented in case of the male respondents. At the right hand side, the same information with the same category has been provided, in case of female respondents.

 

Most of participant (57%) said that they like Cola type Soft Drink, and residual 43% of participant said that they like Un-cola type Soft Drink. 65.57% male and 43.59% female respondents are like Cola type of soft drinks. On the other hand 34.43% male and 56.41% female respondents are like un-cola type of soft drinks. So we found from the survey that most of male respondent like cola type soft drinks and most of female respondents are like un-cola type of soft drinks. This is because era of Soft Drink (Nonalcoholic beverage, usually carbonated) when start at that point of time Cola type Soft Drink solely sold in the market as a result consumers are habituated with Cola type Soft Drink and traditionally consumers consume Nonalcoholic Carbonated Beverage with Cola flavor; and usually we experience this truth in current market scenario. But it would be no longer a first option for the consumers to consume Cola flavored beverage in near future as because consumption patterns of consumers has begun to shift from Cola flavored Soft Drinks to Un–Cola flavored Soft Drinks due to Un–Cola flavored Soft Drinks comes with more distinctive flavor that gives different tests to the consumers & and it giving something different value to the consumers.

 


  1. 8.  Consumers’ perception about the availability of Soft Drinks.

Interpretation:

 

Around 9.84% male and 25.64% female respondents are said that they do not get Soft Drink available at nearby shop whether it is Cola or Un-cola flavored. But about 90.16% male and 74.36% female participants said that they have easy access of these beverages, as because now transportation facility is available with relatively low cost (as economics of scale takes place) and because technology spread out for that reason refrigerator & freezer become available for every shop; it is important due to most of consumers purchase Soft Drink as for immediate consumption. Now beverage is available because even some small shops have refrigerator & freezer they sold beverages as we

 

  1. 9.  The ranking of Soft Drinks (Cola) brand that comes to consumers’ mind.


Interpretation:

 

According to this survey cola flavored soft drink come consumers mind in this chronological order Coca-Cola (1st), RC Cola (2nd), Mojo (3rd), Pepsi Cola (4th), Uro Cola (5th), Virgin Cola (6th), ZamZam Cola (7th), Pran Cola (8th) and Other branded cola (9th) position.

 

  1. 10.   Consumers’ preferences in choosing the brand (Un-cola) during purchasing.

 

Interpretation:

According to this survey un-cola flavored soft drink come consumers mind in this chronological order 7UP (1st), Sprite (2nd), Frutica (3rd), Mirinda (4th), RC Lemon (5th), Uro Lemon (6th), Uper10 (7th), RC Orange (8th) and Other (9th).

 

 

 

  1. 11.   Reasons behind consumers’ preferences of purchasing a brand.

 

Maximum respondents said that they purchase Coca-Cola as cola type beverage for its taste or quality as they believe. Some participants said they purchase most RC cola because of its availability and some respondents said they do not like Coca Cola or Pepsi cola, because those are foreign brand. They love their country very much. This is why they purchase most Desi cola means RC cola.

  1. 12.   Consumer responses toward the size of bottles of Soft Drinks.

 

Interpretation:

 

The above graph represents respondents’ attitude towards the packaging of soft drinks. The categories are shown at the left hand side of the graph. There have been several packaging design of the soft drinks; the package might be colorful or it may be different shaped instead of being in a plastic pack. That might reduce the hassle of using the product to a great extent.

 

In case of using facilities according to this survey the 500ml size of soft drink consumers like most as well as they purchase most. Consumers would like most to purchase as this chronological order 500ml in first position, after that 250ml, 1 Liter bottles’ position is third, Can in forth position, then 1.5 Liter and at last 2 Liter size of bottle purchase.

 

  1. 13.  Consumers’ preferences for complementary brand.

 

 

Desired Brand

In case of shortage

Coca-ColaMojo cola, RC cola,
7upSprite, Coca-Cola.
FruticaMirinda.
RC colaMojo cola, 7up, Sprite.

 

Interpretation:

 

According to this survey the soft drink consumers would like most to purchase in case of shortages of their desired brand is Coca-Cola. Respondents who like Coca-Cola as a desired brand, in case of shortage Coca-Cola they like to purchase Mojo cola, RC cola or any other cola which one is available. In case of shortage 7UP, the respondent who loves 7UP they like to purchase Sprite most. Who like Frutica as a desired brand, in case of shortage Frutica they want to buy Mirinda or any other mango juice which one is available.

 

  1. 14.  Respondents’ consumption per week.

 

Here is to measure the currently purchase rate of the soft drinks by consumers in general. From zero to above five liter per week, 6 consecutive options were given to the respondents, among which the respondents had to choose any one option. The data derived from this question is segregated among the data obtained from the categories, ‘Male’ and ‘Female’.

 

The results were found as the following:

Interpretation:

 

In the graph at the left hand side the information has been presented in case of the male respondents. At the right hand side, the same information with the same category has been provided, in case of female respondents.

 

Among the male respondents, none of the respondents have denoted 4 to 5 liter per week, 34.43% of the respondents have stand for 0 to 1 liter per week, 36.06% of the respondents have measured 1 to 2 liter per week, 22.95% of the male respondents have measured 2 to 3 liter per week, 3.28% male respondent were from the category 3 to 4 liter soft drinks per week and at last 3.28% male respondent inform that they purchase above 5 liter soft drinks per week.

 

According to this survey none of the female respondents have given above 5 liter soft drinks per week. 41.03% has denoted 0 to 1 titer, 33.33% of the female respondents have calculated who purchase 1 to 2 liter soft drinks per week, 17.95% of the total female respondents were from the category 2 to 3 liter soft drinks per week, 2.56% female respondent informed that they purchase 3 to 4 liter soft drinks per week and rest of 5.13% female respondents put in the picture purchase 4 to 5 liter soft drinks per week.

 

So it is clear that in case of weekly purchase rate most of the male respondents were from the category 1 to 2 liter per week and most of female respondents were from 0 to 1 liter soft drinks per week.

 

  1. 15.  Respondents’ preference toward packaging.

 

Interpretation:

 

Among the total 100 respondents, 75% people prefer Pet bottle most, 19% people prefer Can, 19% people prefer Glass, and rest of 4% people prefer other type of packaging.

 

As per this survey the packaging of soft drink consumers would like to buy per week like this in favor Can 12.82% female and 22.95% male respondents give their decision, in favor PET bottle 64.10% female and 65.57% male respondents give their verdict, in favor Glass 12.82% female and 11.48% male respondents give their verdict, in favor Others 10.26% female and 00% male participants give their verdict. So we found that maximum male and female respondents give their verdict in favor of PET bottle.

 

  1. 16.   Respondents’ preference toward advertising.

 

►Influence rate by Advertisement:

 

Male

Female

Soft Drink Like Most

Cola , 40 ppl

Un-Cola , 21 ppl

Cola , 17 ppl

Un-Cola , 22 ppl

Answer

Yes

No

Yes

No

Yes

No

Yes

No

Influenced by Advertisement

16 ppl

24 ppl

9 ppl

12 ppl

5 ppl

12 ppl

6 ppl

16 ppl

Percentage

40%

60%

42.86%

57.14%

29.41%

70.59%

27.27%

72.73%

Interpretation:

 

The above table is indicating how much customers’ perceived effectiveness of the promotions of soft drinks. 35% of the consumers are have been influenced by any advertisement of Soft Drinks and residual 65% of consumers have not  been influenced by any advertisement of Soft Drinks.

 

From male respondent 40% respondents who like cola and 42.86% respondent who like Un-Cola soft drinks were influenced by the advertisement. They influenced by the following advertisement; Frutica (Disclose corruption), India ad for Coca-cola, RC-cola (Bhaisab hobore khan- Eid special) Pran-cola (Patriotism- Desi cola) Rc-lemon etc. But 60% male respondents who like Cola and 57.14% respondent who like Un-Cola soft drinks have not been influenced by any advertisement of Soft Drinks.

 

From female respondent 29.41% respondents who like cola and 27.27% respondent who like Un-Cola soft drinks were influenced by the advertisement. They influenced by the following advertisement; Indian ads for Pepsi by Shahruk khan, Indian ads for Coco-cola by Amir khan (Thanda matlab coca-cola), 7UP, Frutica, etc. But 70.59% respondents who like Cola and 72.73% respondent who like Un-Cola soft drinks have not been influenced by any advertisement of Soft Drinks.

According to this survey only a small number of consumers are have been influenced by any advertisement of Soft Drinks and a bid percentage of consumers have not been influenced by any advertisement of Soft Drinks; it means that they influenced by traditional thinking of quality & taste of the Soft Drink while they going to purchasing.

 

  1. 17.   Shopkeeper influence on consumers in preferring a brand.

 

►Influence rate by shopkeepers:

 

Male

Female

Soft Drink Like Most

Cola , 40 ppl

Un-Cola , 21 ppl

Cola , 17 ppl

Un-Cola , 22 ppl

 

Yes

No

Yes

No

Yes

No

Yes

No

Influenced by Shopkeeper

4 ppl

36 ppl

3 ppl

18 ppl

2 ppl

15 ppl

3 ppl

19 ppl

Percentage

10%

90%

14.29%

85.71%

11.76%

88.24%

13.64%

86.36%

 

 

Interpretation:

 

The above table is indicating how much customers’ influences by the shopkeeper when they go for purchase any soft drinks. There are only 13% of the consumers are have been influenced by shopkeepers and residual 87% of consumers have not been influenced by any shopkeepers when they go for purchase any Soft Drinks.

 

From male respondent 10% respondents who like cola and 14.29% respondent who like Un-Cola soft drinks did shopkeepers influence. Shopkeepers are try to influence them by showing any of good offer which is given by the soft drinks company, or any other available brand in case of shortage desired brand. 90% male respondents who like Cola and 85.71% respondent who like Un-Cola soft drinks have not been influenced by any shopkeeper.

 

From female respondent 11.76% respondents who like cola and 13.64% respondent who like Un-Cola soft drinks were influenced by shopkeepers. Shopkeepers are try to influence them by showing any of good offer which is given by the soft drinks company, or any other available brand in case of shortage desired brand. But rest of 88.24% female respondents who like Cola and 86.36% respondent who like Un-Cola soft drinks have not been influenced by any shopkeeper.

 

 

 

According to this survey only a small number of consumers are have been influenced by shopkeepers and a bid percentage of consumers have not been influenced by any shopkeepers when they go for purchase any soft drinks.

 

  1. 18.   Respondent consideration in purchasing a brand.

 

Interpretation:

 

As per this survey 6.56% male and 15.38% female consumer considers Price, 63.93% male and 46.10% female consumer considers Quality, 8.20% male and 7.69% female consumer considers Faith, 4.91% male and 2.56% female consumer considers Advertising, 16% male and 5.13% female consumer considers Availability, 00% male and 5.13% female consumer considers others reasons while they going to purchase Soft Drinks. So in this case Quality gets most priority to have a Soft Drink to purchase in both male and female respondents.

 

  1. 19.  What occasion do Consumers buy Soft Drinks most?

Interpretation:

 

According to this survey 32% consumer buy Soft Drinks most for solo drink, 34% consumer buy Soft Drinks for Family party, 26% consumer buy Soft Drinks for Treats for friends, and rest of 8% consumer buy Soft Drinks for other occasion.

From this graph we can see 32.79% male respondent and 30.78% female respondents are buy Soft Drinks for solo drink, 26.23% male and 46.15% female respondents are purchase Soft Drinks for Family party, 31.15% male and 17.95% female respondents were from the category Treats for friends, and residual 9.84% male respondent and 5.13% female respondents are purchase Soft Drinks for other occasions.

Therefore, purchase for “Solo Drink” gets most percentage from the male respondents and “Family Party” gets most percentage from the female respondents among the survey participants’ point of view.

 

  1. 20.   Price consideration among the consumer.

 

Here is to measure how consumers currently considers price of Soft Drinks in general. Here four following options were given to the respondents, among which the respondents had to choose any one option. The options are Acceptable, Good, High and Low price. The data derived from this question is segregated among the data obtained from the categories, ‘Male’ and ‘Female’.

Interpretation:

 

According to this survey 49.18% male and 69.24% female respondent considers the price of Soft Drinks as Acceptable, 18.04% male and 7.69% female respondents are considers the current price of Soft Drinks as Good, 29.50% male and 23.08% female respondents considers the price of Soft Drinks as High, Residual 3.28% male and 00% female respondents are consider the price of Soft Drinks is Low.

 

Hence, maximum participants (57%) give their verdict that price of Soft Drinks is acceptable this indicate that consumers are happy with the current price of Soft Drinks and it is really cheerful news for Soft Drinks manufacturer. But 27% consumers are not at all. 27% customers are thinking that the price of soft drinks is high.

 

03 Market Scenario of Beverage market:

Cola Vs Un-Cola

 

3.1 AT SELLERS POINT OF VIEW

 

  1. 1.  Current consumers.

 

Interpretation:

 

The above graph is indicating which group of consumers’ are current consumers for the soft drinks market. As per this survey the seller participants said, 28% High Income group, 52% Middle income group, 16% Lower Middle income group, and 4% Lower income group of customers come in their shop for purchase soft drinks. Thus, we found that maximum Middle income group purchase soft drinks most.

 

 

  1. 2.  Age group.

 

 

Interpretation:

 

There are six age divisions were given at the age category of the consumers who purchase most different types of soft drinks. According to sellers opinion from the 5 to 15 years of age and above 56 years of age category 00% consumers were come for purchase different brand soft drinks. 12% consumers were from the category 15 to 25 years. 16% consumers are from 25 to 35 years of age. 48% consumers are fall under the 35 to 45 years of age category. And 24% consumers fall under the 45 to 55 years category. Hence, I found that maximum seller opinion is most soft drink consumers were from 35 to 45 years of age group.

 

  1. 3.      Frequent consumer & their responses toward preferring Soft Drinks.

 

 

Frequent Consumers

Want most

%

Service holder

Cola

46.67%

Un-cola

53.33%

Business

Cola

66.67%

Un-cola

33.33%

Student

Cola

36.36%

Un-cola

63.64%

House wife

Cola

16.67%

Un-cola

83.33%

Other

Cola

66.67%

Un-cola

33.33%

 

 

Interpretation:

 

According to this survey the seller participants said 46.67% Service holder, 66.67% Business person, 36.36% Students, 16.67% Housewife, and 66.67% other consumers like Cola type of soft drinks. And 53.33% Service holder, 33.33% Business person, 63.64% Students, 83.33% Housewife, and 33.33% other consumers like Un-Cola type of soft drinks.

From sellers’ point of view most of customers (52%) like to purchase Cola type of Soft Drinks and residual (48%) consumers like to purchase Un-cola type of Soft Drinks.

 

 

 

 

 

 

 

 

 

  1. 4.  Rank the Cola Soft Drinks that the customers want most.

 

 

 

Interpretation:

 

As per this survey the seller participants rank the Cola Soft Drinks that the customers want most, here1 for highest, 9 for lowest in ranking order. According to the survey the ranking order is CocaCola (1st), RC Cola (2nd), Mojo (3rd), Pepsi Cola (4th), Uro Cola (5th), Virgin Cola (6th), Pran Cola (7th), Other (8th), ZamZam Cola (9th)

 

  1. 5.  Rank the Un-cola Soft Drinks that the customers want most.

 

 

Interpretation:

 

As per this survey the seller participants rank the Cola Soft Drinks that the customers want most, here1 for highest, 9 for lowest in ranking order. After survey we get  ranking order is 7UP (1st), Sprite (2nd), Frutica (3rd), RC Lemon (4th),  Uro Lemon (5th), RC Orange (6th), Mirinda (7th), Other (8th), Uper10 (9th)

 

 

  1. 6.  Rank the size of (Cola) bottles that the consumers’ want most.

 


Interpretation:

 

As per this survey the seller participants rank the size of (Cola) bottles that the customers want most; here 1 for highest, 6 for lowest in ranking order. According to this survey, consumers want to purchase most 500ml bottle. Then 250ml, 1 liter, 1.5 liter, 2 liter and at last consumers want to purchase most can.

 

  1. 7.  The ranking of consumers’ responses toward the size of (Un-Cola) bottles of Soft Drink

Interpretation:

 

According to this survey the seller participants rank the size of (Un-Cola) bottles the customers want most; here1 for highest, 6 for lowest in ranking order. The ranking order is 1 Liter (1st), 500ml (2nd), 250ml (3rd), 2 Liter (4th), 1.5 Liter (5th) and Can (6th)

 

 

  1. 1.  Consumers’ consumption (Cola) per month.

 

 

Brand

Sale (Per Month/Quantity)

 

Can

250ml

500ml

1 L

1.5 L

2 L

Other

CocaCola

20

200

80

60

24

50

100

RC Cola

24

80

150

44

00

60

00

Mojo

48

200

60

20

00

40

00

Pepsi Cola

20

70

60

48

00

48

150

Uro Cola

24

00

30

00

00

00

00

Virgin Cola

24

00

20

00

30

00

00

Zamzam Cola

00

24

24

00

00

00

00

Pran Cola

00

25

00

00

00

00

00

Other

00

00

00

00

00

00

00

 

 

Interpretation:

 

According to this survey the seller participants rank that the consumers responses the brand of Soft Drinks (Cola) most. Here we get the result of the following criteria:

Can: In average Mojo Cola 48 to 50 can sold per month (highest sales Can among brands of Cola type Soft Drinks), 250ml: Coca-cola and Mojo-cola 250ml bottle in average 200 bottle were sold in per month (highest sales 250ml among brands of Cola type Soft Drinks), 500ml: In case of 500ml RC Cola 150 bottle in average were sold per month (highest sales 500ml among brands of Cola type Soft Drinks), 1 Liter: In case of 1 litter bottle Coca-Cola sold 60 bottle in average per month (highest sales 1 Litter among brands of Cola type Soft Drinks), 1.5 Liter: Virgin Cola 30 bottle in average were sold per month because of their “Buy one get one free” offer. (Highest sales 1.5 Liter among brands of Cola type Soft Drinks), 2 Liter: In case of 2 liter bottle RC Cola sold per month in average 60 bottle. (Highest sales 2 L among brands of Cola type Soft Drinks), Others (Glass): Pepsi Cola 150 glass and Coca-cola 100 glass in average sold per month.

 

 

 

  1. 2.  Consumers’ consumption (Un-cola) per month.

 

 

 

Brand

Sale (Per Month/Quantity)

 

Can

250ml

500ml

1 L

1.5 L

2 L

Other

RC Lemon

30

00

30

20

12

00

00

RC Orange

0

0

20

15

10

00

00

7UP

20

80

50

40

30

45

00

Sprite

20

65

30

50

21

30

50

Mirinda

00

00

40

00

00

00

00

Uper10

00

00

00

00

00

00

00

Frutica

00

120

00

60

17

00

00

Uro Lemon

20

00

00

00

00

00

00

Other

00

00

00

00

00

00

0

 

According to this survey the seller participants the brand of Soft Drinks (Un-Cola) that the consumers want most of the time with respect to the following criteria:

 

Can: In average RC Lemon 30 to 32 can sold per month (highest sales can among brands of Un-cola type Soft Drinks), 250ml: Frutica 250ml bottle in average 120 bottle were sold in per month (highest sales 250ml among brands of Un-cola type Soft Drinks), 500ml: In case of 500ml 7UP 50 bottle in average were sold per month (highest sales 500ml among brands of Un-cola type Soft Drinks), 1 Liter: In case of 1 litter bottle Frutica sold 60 bottle in average per month (highest sales 1 Litter among brands of Un-cola type Soft Drinks), 1.5 Liter: 7UP 30 bottle in average were sold per month. (Highest sales 1.5 Liter among brands of Un-cola type Soft Drinks), 2 Liter: In case of 2 liter bottle 7UP sold per month in average 45 bottle. (Highest sales 2 L among brands of Un-cola type Soft Drinks), Others (Glass): Sprite 50 to 60 glass in average sold per month.

 

 

MAJOR FINDINGS

 

4.1      Major findings as for consumers’ point of view:

 

  • In this survey there are 100 samples and 61% of which are male & 39% of which are female, it give us a indication that male are consumes relatively more soft drinks than female; it perhaps for males more consumption power as they have relatively high income than female in Bangladesh because of the social pattern and maybe for male have to a greater extent of outside contact than female.

 

  • In this survey we have 62% of unmarried sample out of 100 samples; as because in urban areas of Bangladesh has high extent of unmarried people.

 

  • Here in this survey contribution from Under Graduates is much higher than others (47%).

 

  • Out of 100% sample there is 59% are Student, this is because Student in our society is a major portion of total population and of course they are important consumer as well.

 

  • As in this survey most of participants are Student. They were from low or no any income category. Their contribution is in this survey 32% and 31% contribution were from below Tk. 5000.

 

  • Most of participant (57%) said that they like Cola type Soft Drink, and residual 43% of participant said that they like Un-cola type Soft Drink.

 

  • About 84% of participants said that they have easy access of these beverages, as because now transportation facility is available with relatively low cost.
  • According to this survey cola flavored soft drink come consumers mind in this chronological order  Coca-Cola (1st), RC Cola (2nd), Mojo (3rd), Pepsi Cola (4th), Uro Cola (5th), Virgin Cola (6th), ZamZam Cola (7th), Pran Cola (8th) and Other branded cola (9th) position.

 

  • According to this survey un-cola flavored soft drink come consumers mind in this chronological  order 7UP (1st), Sprite (2nd), Frutica (3rd), Mirinda (4th), RC Lemon (5th), Uro Lemon (6th), Uper10 (7th), RC Orange (8th) and Other (9th).

 

  • Maximum participant said that they purchase Coca-Cola as cola type beverage for its taste & quality as they believe.

 

  • According to this survey the size of soft drink consumers would like most to purchase as this chronological order 500ml (1st), 250ml (2nd), 1 Liter (3rd), Can (4th), 1.5 Liter (5th) and 2 Liter (6th)

 

  • As per this survey exclusively for 0 to 1 Liters 37% participants give their verdict and it has top rank for per week purchase of soft drink.

 

  • Maximum person give their verdict in favor of PET bottle (65%).

 

  • 66% of consumers have not been influenced by any advertisement of Soft Drinks; it means that they influenced by traditional thinking of quality & taste of the Soft Drink while they going to purchasing.

 

  • 87% consumers said that no any salesperson or shopkeeper can influence them to buy particular brand of Soft Drink.

 

  • Purchase for solo drink gets most preference from survey participants’ point of view (32%).

 

 

  • Quality gets most priority to have a Soft Drink to purchase (64%).

 

  • 57% participants give their verdict that price of Soft Drinks is acceptable. This is good news for any soft drinks company.

 

 

4.2      Major findings as for sellers’ point of view:

 

  • Maximum sellers think that Middle income group (52%) consumers come to buy soft drinks most.

 

  • Sellers’ point of view more frequent consumer of Soft Drinks are Service holder and students.

 

  • I found that maximum seller opinion is most soft drink consumers were from 35 to 45 years of age group. (48%).

 

  • From sellers’ point of view most of customers (52%) like to purchase Cola type of Soft Drinks and residual 48% consumers like to purchase Un-cola type of Soft Drinks.

 

  • As per this survey the seller participants rank the Cola Soft Drinks that the customers want most. Here 1 for highest and 9 for lowest in ranking order. They rank Coca-Cola in 1st position, RC Cola 2nd and ZamZam Cola at 9th position.

 

  • The seller participants rank the Un-Cola Soft Drinks that the customers want most, Here 1 for highest and 9 for lowest in ranking order. They rank 7UP in 1st position, Sprite 2nd and Uper10 in 9th position.

 

  • According to this survey the seller participants rank the size of (Cola) bottles that the customers want most. Here 1 for highest, 6 for lowest in ranking order. The ranking order is 500ml (1st), 250ml (2nd), 1 Liter (3rd), 1.5 Liter (4th), 2 Liter (5th) and Can (6th)

 

  • The seller participants rank the size of (Un-Cola) bottles that the customers want most. Here 1 for highest, 6 for lowest in ranking order. The ranking order is 1 Liter (1st), 500ml (2nd), 250ml (3rd), 2 Liter (4th), 1.5 Liter (5th) and Can (6th)

 

  • According to this survey the seller participants rank the consumers responses that the brand of Soft Drinks (Cola) most. Here we get consumers want most 250ml Cocacola and Mojo cola. In case of 500ml consumers want most RC cola because of its availability and chipper rate.
  • From sellers’ point of view most of customers who like un-cola want most Frutica 250ml after that 7UP 250ml then Sprite 250ml and glass.

 

5.1 RECOMMENDATION

 

Analyzing the data and the interpretation I would like to propose some recommendations to different soft drink company.

 

5          Around 82% of respondents said that they can easy get their desired brand but the residual 18% could not get them easily. So the problem is probably in the distribution process and in the trade offering. To maintain a good rate of availability the companies should offer lucrative trade offers compared to the competitors.

 

6          64% consumers’ like their desired brand of soft drinks because of the quality. So companies should keep it up.

 

7          To create a good brand image in the market the companies should increase the budget of events sponsored by every brand of soft drinks.

 

8          Number of exposure of the commercial can be increase to create top of the mind position in customer mind.

 

9          57% participants give their verdict that price of Soft Drinks is acceptable this indicate that consumers are happy with the current price of Soft Drinks and it is really cheerful news for Soft Drinks manufacturer. But 57% consumers are not the whole. In some place like Bosundhora city or in some fast food shop the price of soft drinks is so high. Companies should take some action over there.

 

 

 

5.2 CONCLUSION

 

The era of Soft Drink (Non-alcoholic beverage) when start at that point of time Cola type Soft Drink solely sold in the market as a result consumers of Bangladesh are habituated with Cola type Soft Drink and traditionally consumers consume Non-alcoholic Carbonated Beverage with Cola flavor; and usually we experience this truth in current market scenario. But it would be no longer a first option for the consumers to consume Cola flavored beverage in near future as because consumption patterns of consumers has begun to shift from Cola flavored Soft Drinks to Un–Cola flavored Soft Drinks due to Un–Cola flavored Soft Drinks comes with more distinctive flavor that gives different tests to the consumers and it giving something different value to the consumers. Now a day consumer’s preference level for Cola and Un-cola flavor soft drink like 50:50.

 

 

 

5.3 EXHIBIT

 

A. Appendix

B. Questionnaire

  1. C.   Bibliography

A. APPENDIX

 

Preference Level about soft drinks

 

 

Cola

Un-cola

Consumers point of view

Sellers point of view

Consumers point of view

Sellers point of view

Male

65.57%

48%

34.43%

52%

Female

43.59%

56.41%

 

 

According to Sellers point of view

Frequent consumer & their responses toward preferring Soft Drinks

 

Frequent Consumers

Want most

%

Service holder

Cola

46.67%

Un-cola

53.33%

Business

Cola

66.67%

Un-cola

33.33%

Student

Cola

36.36%

Un-cola

63.64%

House wife

Cola

16.67%

Un-cola

83.33%

Other

Cola

66.67%

Un-cola

33.33%

 

 

Respondent consideration in purchasing a brand:

 

Mail

Female

Price

6.56%

15.38%

Quality

63.93%

46.10%

Faith

8.20%

7.69%

Advertising

4.91%

2.56%

Availability

16.39%

5.13%

Other

00%

5.13%

 

 

Buying rate within a week:

Quantity

Male

Female

00 to 1 Liter

34.43%

41.03%

1 to 2 Liter

36.06%

33.33%

2 to 3 Liter

22.95%

17.95%

3 to 4 Liter

3.28%

2.56%

4 to 5 Liter

00%

5.13%

Above 5 Liter

3.28%

00%

 

Preference Level about Size of soft drinks:

 

Packaging

Male

Female

Can

22.95%

12.82%

PET

65.57%

64.10%

Glass

11.48%

12.82%

Other

00%

10.26%

 

Available of desired brand:

 

Preference

Mail

Female

Yes

90.16%

74.36%

No

9.84%

25.64%

 

Is the pricing of soft drink, OK?

 

 

Male

Female

Acceptable

49.18%

69.24%

High

29.50%

23.08%

Good

18.04%

7.69%

Low

3.28%

00%

 

Influenced by Advertisement & Shopkeeper:

 

 

Influenced By

Advertisement

Influenced By

Shopkeeper

Male

Female

Male

Female

Cola

40%

29.41%

10%

11.76%

Un-cola

42.86%

27.27%

14.29%

13.64%

 

 

Consumers’ consumption (Cola) per month:

 

Brand

Sale (Per Month/Quantity)

Can

250ml

500ml

1 L

1.5 L

2 L

Other

CocaCola

20

200

80

60

24

50

100

RC Cola

24

80

150

44

00

60

00

Mojo

48

200

60

20

00

40

00

Pepsi Cola

20

70

60

48

00

48

150

Uro Cola

24

00

30

00

00

00

00

Virgin Cola

24

00

20

00

30

00

00

Zamzam Cola

00

24

24

00

00

00

00

Pran Cola

00

25

00

00

00

00

00

Other

00

00

00

00

00

00

00

 

Consumers’ consumption (Un-cola) per month:

 

Brand

Sale (Per Month/Quantity)

Can

250ml

500ml

1 L

1.5 L

2 L

Other

RC Lemon

30

00

30

20

12

00

00

RC Orange

0

0

20

15

10

00

00

7UP

20

80

50

40

30

45

00

Sprite

20

65

30

50

21

30

50

Mirinda

00

00

40

00

00

00

00

Uper10

00

00

00

00

00

00

00

Frutica

00

120

00

60

17

00

00

Uro Lemon

20

00

00

00

00

00

00

Other

00

00

00

00

00

00

00

 

B(1)Questionnaire for Seller

Market Scenario of Beverage markets Cola Vs Un-Cola.

 

 

Name: ________________________________                                 Date: _____________

Address:_________________________________________________________________

 

  1. 1.      Who are your current consumers?

 

□     High income group

□     Middle income group

□     Lower middle income group

□     Lower income group

 

 

  1. 2.      Who is your more frequent consumer?

 

□     Service holder

□     Business man

□     Student

□     Housewife

□     Other

 

  1. 3.      Which age group consumers are buying most?

 

□     5 to 15

□     15 to 25

□     25 to 35

□     35 to 45

□     45 to 55

□     55 to above

 

  1. 4.      Which type of Soft Drinks that the customers want most?

 

□     Cola

□     Un-cola

 

 

  1. 5.      Rank the Cola Soft Drinks that the customers want most. (1 for highest, 9 for lowest

 

□     Coca-Cola       ____

□     RC Cola          ____

□     Mojo                ____

 

□     Pepsi Cola       ____

□     Uro Cola         ____

□     Virgin Cola     ____

 

□     ZamZam Cola  ____

□     Pran Cola         ____

□     Other              ____

 

  1. 6.      Rank the Un-Cola Soft Drinks that the customers want most. (1 for highest, 9 for lowest)

 

□     RC Lemon      ____

□     RC Orange      ____

□     7UP                 ____

□Sprite   ____

□Mirinda           ____

□Uper10            ____

□Frutica ____

□Uro Lemon ____

□Other   ____

 

 

  1. 7.      Rank the size of (Cola) bottles that the consumers want most: (1 for highest, 6 for lowest)

 

□     Can         ____

□     250ml     ____

□     500ml     ____

□     1 Liter    ____

□     1.5 Liter          ____

□     2 Liter            ———

  1. 8.      Rank the size of (Un-Cola) bottles that the consumers want most: (1 for highest, 6 for lowest)

 

□     Can         ____

□     250ml     ____

□     500ml           ____

□     1 Liter          ____

□     1.5 Liter          ____

□     2 Liter             ____

 

 

  1. 9.      Which brand of Soft Drinks (Cola) that the consumers want most of the time with respect to the following criteria?

 

Brand’s Product

Sale (Per month/Quantity)

 

Can

250ml

500ml

1 L

1.5 L

2 L

Other

Coca-Cola
RC Cola
Mojo
Pepsi Cola
Uro Cola
Virgin Cola
ZamZam Cola
Pran Cola
Other

 

  1. 10.  Which brand of Soft Drinks (Un-Cola) that the consumers want most of the time with respect to the following criteria?

 

Brand’s Product

Sale (Per Month/Quantity)

 

Can

250ml

500ml

1 L

1.5 L

2 L

Other

RC Lemon
RC Orange
7UP
Sprite
Mirinda
Uper10
Frutica
Uro Lemon
Other

Signature of the surveyor.                                                           Signature of the respondent.

 

_______________                                                                       _________________

 


B(2) Questionnaire for Consumer

Market Scenario of Beverage markets Cola Vs Un-Cola.

 

  1. 1.      Gender

 

  • Male
  • Female

 

 

  1. 2.      Age:

 

  • 5 – 15
  • 16 – 25

 

  • 26 – 35
  • 36 – 45

 

  • 46 – 55
  • Above 55

 

  1. 3.      Marital Status

 

  • Married
  • Unmarred

 

 

  1. 4.      Education

 

  • S.S.C
  • H.S.C
    • Under Graduate
    • Graduate
    • Post Graduate
    • Non educated

 

 

  1. 5.      Profession

 

  • Service Holder (Govt.)
  • Service Holder (Private)
    • Business
    • Student
    • Home Maker
    • Others

 

  1. 6.      Your Level of Income (Monthly)

 

  • No Income
  • Below Tk. 5000
  • Tk. 5000 – Tk.15000
  • Tk. 16000 – Tk. 25000
  • Tk. 26000 – Tk. 40000
  • Above Tk. 40000

 

 

  1. 7.      What type from the following category of the Soft Drink you like most?

 

  • Cola
    • Un-Cola

 

 

  1. 8.      Do you get it rightly available at nearby shop?

 

□     Yes

□     No

 

 

  1. 9.      While purchasing any soft drinks (Cola) which brand first comes to your mind? (1 for highest, 9 for lowest)

 

  • Coca-Cola       ____
  • RC Cola          ____
  • Mojo                ____
  • Pepsi Cola             ____
  • Uro Cola               ____
  • Virgin Cola           ____
  • ZamZam Cola  ____
  • Pran Cola       ____
  • Other              ____

 

 

  1. 10.   While purchasing any soft drinks (Un-Cola) which brand first comes to your mind? (1 for highest, 9 for lowest)

 

□     RC Lemon      ____

□     RC Orange      ____

□     7UP                 ____

□     Sprite               ____

□     Mirinda           ____

□     Uper10                        ____

□     Frutica            ____

□     Uro Lemon      ____

□     Other              ____

 

  1. 11.  Which Cola do you purchase most & why?

_____________________    &    ___________________________________

  1. 12.  What size of Soft Drinks do you like most? (1 for highest, 6 for lowest)

 

□     Can         ____

□     250ml     ____

□     500ml     ____

□     1 Liter    ____

□     1.5 Liter ____

□     2 Liter    ____

 

 

  1. 13.  What do you want to drink in case of shortages of your desired brand?

____________________________________________

  1. 14.  How many Soft Drinks do you buy per week?

 

□     00 to 1 Liter

□     1 to 2 Liter

□     2 to 3 Liter

□     3 to 4 Liter

□     4 to 5 Liter

□     Above 5 Liter

 

 

  1. 15.  What type of packaging do you like?

 

□     Can

□     PET bottle

□     Glass

□     Other

 

 

  1. 16.  Have you ever been influenced by any advertisement of Soft Drinks? If yes, which one?

 

□     Yes

□     No

 

□     Your comment: ____________________________________________________

 

  1. 17.  Does salesperson or shopkeeper influence you to buy particular brand? If yes, for which one?

 

□     Yes

□     No

 

□     Your comment: ____________________________________________________

 

  1. 18.  Which one you will consider when you buy Soft Drinks?

 

□     Price

□     Quality

□     Faith

□     Advertising

□     Availability

□     Other

 

 

  1. 19.  What occasion do you buy Soft Drinks most?

 

□     For solo drink

□     Family party

□     Treats for friends

□     Others

 

 

  1. 20.  How you consider price of Soft Drinks?

 

□     Acceptable

□     High

□     Good

□     Low

 

 

Signature of the surveyor.                                        Signature & Location of the respondent.

 

___________________                                                          ________________________

 

C. Bibliography

 

Books:

  • Marketing Research – An applied orientation (4th edition) – by Naresh K. Malhotra.
  • Principles of Marketing – (10th edition) by Philip Kotler & Gray Armstrong.
  • Strategic Brand Management – by Kevin Lane Keller (2nd edition).

 

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