“A study on the behavior of consumers in regard to consumption of soft drinks with
reference to PepsiCo India Holding (P) Ltd.,” is a project aimed at studying the Perception about
Soft Drinks, their Consumption Pattern and behavior and to check for the Possibility of
converting them to Soft Drinks so as to improve the Market Share in Coimbatore city through
Office Channel.
The type of research undertaken for the study was exploratory research and the sampling
design used is simple random sampling. The sample size was 300.The target respondents were
the employees belonging 30 different companies. The data was collected using a standardized
questionnaire, through the interview mode.
From the analysis it was found that the respondents above 30 years of age don’t have a
favorable feeling towards soft drinks. Strategies have to used to change respondents attitude
towards soft drinks. Radio’s can also be used to create awareness about the products.
Many of the respondents have a preference for Pepsi. It is been found out that there is a
growing market for health and wellness products. Differentiation of products has to be done so
that people should able to differentiate the products of Pepsi from its competitors.
The company has to constantly keep innovating different products. The study has brought
out various factors, which PepsiCo should concentrate upon to target the office channel. The
factors to be taken care are health, price and availability of the product.