TOPIC NAME:CONSUMER PREFERENCE BETWEEN COCA COLA AND PEPSI

GROUP MEMBERS

ABAID UL WAHID MCMF13M030 HAMID RAZA MCMF13M056 WAHEED MUSTAFA MCMF13M054 HAFIZ M. WAHEED MCMF13M057 KASHIF MUNIR MCMF13M053

RESEARCH PROPOSALPurpose of the StudyProblem Statement Which brand of soft drink is preferred Coca Cola or Pepsi? Scope of the StudyThe Research DesignsTime FrameBudget

ABSTRACT

The purpose of our research was to study consumer preferences between Coca Cola and Pepsi. To evaluate this a questionnaire was developed in such a way that the preference of consumers can be judged easily. The data was collected through questionnaires from 200 respondents. After analysis of data the result was extracted that the coke is preferred over Pepsi in most of the cases.

INTRODUCTION

Coca Cola is produced by The Coca-Cola Company of Atlanta, Georgia.Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Patent medicine by John PembertonCoke products could be found in over 200 countries worldwide1.8 billion company beverage servings each day.Pepsico American Multinational food and beverage corporation.Headquartered in Purchase, New York, United States.Formed in 1893 (as Brad's Drink)1898 (as Pepsi-Cola) 1961 (as Pepsi).In 1965 Merger of the Pepsi-Cola Company and Frito-Lay, Inc. Founders Caleb Bradham, Donald M. Kendall, Herman Lay.

LITERATURE REVIEW

Coke vs Pepsi: Local & Global StrategyImpact Of Advertisement On The Brand PreferenceConsumers and Their Perceptions of Water Quality Various Factors On Customer Preference Towards Soft Drinks Consumption Pattern of Soft Drinks and Fruit Juices Brand Awareness and Customer Preferences Preferences for Cold-Drinks With Special Reference to Rural Consumers

LITERATURE REVIEW

Customers' Behavior in Health Food Drink Product CategoryDevelopment of Functional Beverage Based on Taste PreferenceEmotional Brand Loyalty towards Consumer Health Drinks

DATA ANALYSIS & INTERPRETATION

How many liters of cold drink do you drink per week? One To Three40.5% Seven To Nine 12%

Which soft drink brand do you drink the most?

Pepsi21% Coca Cola 79%

Which brand of soft drink is easily available in the market?Pepsi 31.5%Coca Cola 68.5%

What is your view on Coca-Cola as a brand?V Good50.5%V Bad 5%

What is your view on Pepsi as a brand?V Good46%V Bad2%

What do you associate the brand Coca-Cola with?Trendy35%AgreeCool36%S AgreeInnovative33%S AgreeHigh Quality38.5%S AgreeYouthful25.5%AgreeTraditional30%S AgreeBoring30%S DisagreeSponsorship40.5%AgreeAdvertisement37%S AgreeSlogan39%S Agree

What do you associate the brand Pepsi with?Trendy22.5%AgreeCool29.5%AgreeInnovative24.5%S AgreeHigh Quality25%S AgreeYouthful24.5%AgreeTraditional29.5%NeutralBoring28%S AgreeSponsorship32%AgreeAdvertisement33%S AgreeSlogan39%S Agree

Do you know what Coca-Cola advertises?

Yes87%No13%

Do you know what Pepsi advertises?

Yes82%No18%

What is the influence of advertisement on your choice of soft drinks?

A Lot26.5%

V Little7.5%

How does a brands sponsorship affect your attitude towards the product?

A Lot30%V Little5.5%

How often Coca-Cola arrange different sports and music events in a year?

330%

What do you think about the use of celebrities in their advertising campaigns of Coca-Cola?

V Bad6%

Good36%

What do you think about the use of celebrities in their advertising campaigns of Pepsi?

V Bad9%

Good33%

CONCLUSION We concluded that overall Coca-Cola is preferred over Pepsi as a soft drink. The preference of Coca-Cola over Pepsi is basically due to better brand positioning and its easily availability. The other factors due to which Coca-Cola in preferred is of its advertisement campaign (its sponsorship, musical events).