A STUDY ON CONSUMERS’ PERCEPTION OF AERATED DRINKS
Dr. Hanif Kanjer, Neha Rewale, Vivek Shah
ABSTRACT
The major constituent of our body is filled with liquid fluid and it is a very essential requirement and needs to be fulfilled. In modern life there are different kinds of soft drinks available in market such as carbonated drinks, juices, milk products and fruit drinks. This study will help the company to get extensive knowledge about the consumer’s perception about the aerated drinks and can thus plan out their strategies to influence the customer perception. Aerated drinks segment include all carbonized drinks such as Coca Cola, Pepsi, Sprite, Thumsup etc. The study makes an attempt to understand people’s preference related to drinks. For
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The sweetener may be sugar, high-fructose corn syrup, fruit juice, sugar substitutes (in the case of diet drinks) or some combination of these. Soft drinks may also contain caffeine, colorings, preservatives and other ingredients. Soft drinks are called "soft" in contrast to "hard drinks" The proliferation of aerated drinks across our country and consumers perception about the aerated drinks. Now a days, people prefer to have aerated drinks to quench their thirst. Today aerated drinks have not only used to reduce thirst but also turned out to be style and fashion statement. Consumption of aerated drinks is independent of gender. It has been also observed that there are more than 20 years of age people consuming aerated drinks. This study attempts to build up a perception of people towards aerated drinks. It also helps us to get a clear idea about the factors which influence people’s perception about aerated drinks. And also helps to understand the consumers’ average spend on aerated drinks.
INDUSTRY GROWTH RATE:
Growth rate of aerated drink in India is around 6%- 7%. Pepsi and Coke have the highest market share in India that is around 95%.
LITERATURE
From the review of U.S Census on the size of the market segment to which the marketing campaign of Dr. Thunder would target, it has been found that the marketing campaign would target around 3 million Americans. Over the past 10 years, it has been noticed that the target market segment has grown for about 7.7% (United States Census Bureau, 2013). Moreover, the target segment would expand by another 8.9% in the coming ten years. Upon understanding the dynamics of soft drink industry in USA, it is found that the following three factors have an impact on the consumer behavior of this industry:
Advertisements have become more common and can be found in almost all locations in the society; however they vary depending on the content and the medium they use to convey the information. It can be noted that television has become one of the most influential and powerful medium since it gives both visual and hearing attributes. Television is preferred by many organizations among them being Power ads since it gives a leading hand in competition since it basically influences the consumers not because of the unique product qualities but the mode at which the advertisement is made. Advertisement being one of the marketing strategies has to be designed in a way that it will have an appealing and influential role in the society or in the persons who view the commercial or ad and below is the analysis of the appeals the PowerAde has had in its advertisement as an energy drink. The emotional appeal in any advert should basically have the deep lying desire in which the individuals should be yearning for i.e. the advert should be in such a way that it attracts the attention and increases their quest to gather more knowledge thus increasing the communication.
The industry is concentrated, with a few major companies owning the majority of brands. The Coke vs Pepsi rivalry itself is very intense. Market growth is not as high as it once was, and the market appears to be fragmenting because of obesity concerns and the need to develop more nutritious offerings
The pertaining research involves the electrolytes in drinks. “Electrolyte” will be defined and its description of what they do, what they are, and how they help people will be further explained. The intention is to establish the efficiency of sports drinks and orange juice and then compare them. The pros and cons of both the orange juice and sports drinks will be elucidated through the research. Other drinks consumed after exercise will also be researched and their efficiency will be explained.
In order to understand the dangers of sugary drinks and foods, an explanation of their contents is necessary. These drinks and foods are composed of high carbohydrate-content, which is responsible for energy pr...
Coke continuously out-stands Pepsi, even though they share a very similar taste and colour, however Coke should not be the drink that receives all the love and attention for what it offers. Despite their similar soda colour, the drinks actually contain some different ingredients, which produce a different taste, and affect the body differently. Furthermore, the way the companies markets their drinks makes a huge contribution to how successful their products will become. The major element for success however stems from their impact on society and how the companies utilize their social power to evolve. The two major soda companies are constantly head to head with one another, yet it is what they do that sets them apart.
American Soft Drink and the Company That Makes It. 3rd ed. New York: Basic, 2013.
Water makes up 75% of human body. It is the most important ingredient in our bodies. Today many people ignore drinking water and concentrate more into the carbonated drinks. One of the main reasons I would think people drink more carbonated drinks (such as sodas and sport drinks) is because of the way a company hype up their products and use their marketing strategies to influence people into buying them. Many benefits come out of drinking water. First, it quenches one’s thirst much better than any carbonated drinks. Second, it keeps one’s skin clear and healthy looking. In addition, it protects the human body from several diseases. Many people choose drinking sodas and sports drinks than water because water does not have much of a taste and carbonated drinks are flavored and tasteful. I guess I am one of those people who has being caught on to the hype of the soda companies. I do not really drink much water I would say I barely drink two cups a day, but I know the how good water is for my body. So I am modifying my behavior by adding more water to my diet.
The first step for Pepsi Cola to undertake is to generate ideas for the new product. There are many different alternative ideas available to help Pepsi through this process. They shoul...
Soda or soft drinks are drinks that contain carbonated water and artificial flavors. There are different soda flavors such as lemon, orange, grapes or cola. They have been developing over the past years from soda water to soda drinks with all these unique flavors. Making sweetener for soda has to have a very large amount of sugar. Some people drink soda every day with every meal, so that means they drink more sugar than their body needs. The sugar in soda is making our body flexible to gain more weight and become fat. Obesity is the main reason for getting diseases, but sugar is the main reason for obesity. Rachele Kanigel believes, “Soda raise diabetes risk and rob bones. They are wrecking our teeth and they are making us fat” (160). Soda has bad effects more than cigarettes because they are everywhere and for everyone. However, if you are under eighteen years old, you cannot buy a pack of cigarettes. Nevertheless, soda is very cheap in price and can be in any vending machine at schools or gas stations. Sodas have been super-sized over the past years from a small can for one person to a bigger size for a family, so they have a very faithful history. Sodas are the main reason for a lot of diseases that have emerged these days and the most important is obesity. Now days, the soda drink industry invested in diet soda to cover or to have a better effect in our body than normal soda. Diet sodas have less sugar percentage, so they are healthier technically but still have side effects on teeth and bones. Samantha B. Cassetty writes, “Daily diet-soda drinkers had a significantly higher risk of heart attacks and strokes than nondrinkers” (46). We satisfy ourselves without thinking, so the soda industry can get more income telling about th...
The consumption is very low in the emerging markets is miniscule compared to the US market. A lot more money would have to be spent on advertising to get people used the carbonated drinks.
...ried to be as successful as his older brother but always fell short. I was completely wrong. Pepsi is not just a soft drink company as I initially thought. Even though Coca-Cola soft drink has a market share of 17% while Pepsi soft drink has a market share of 9%, Pepsi’s stock trades in the mid 80s while Coke’s stock trades in the low 40s. Additionally, Pepsi does well in balancing its mix of net revenue. 49% of its net revenue is generated by its beverage industry and 51% is generated by its food industry. Globally, 49% of its net revenue mix is generated outside the United States. The remaining 51% is generated in the States. Pepsi is the largest food and beverage business in Russia, India, the Middle East, and the United States. They are the second largest in Mexico and gaining ground in Brazil. They have 22 billion dollar brands in estimated annual retail sales.
Cola Wars Environmental Analysis 1. Introduction External environmental analysis of US carbonated soft drink (CSD) industry allows concluding that declining CSD sales call for changes in industry operations whereby market players can benefit from the fundamental shift in the industry development and maintain its leadership positions in beverage market. Analyses of macrolevel, industry, and competitive environments suggest that expansion, strong brand recognition, and changes in value chain will be key success factors in the future industry development. 2. What is the difference between a.. External environmental analysis a. Macrolevel environment (PESTEL analysis) i. Political New federal nutrition guidelines identified CSD as the largest source of obesity-causing sugars in the American diet.
The soft drink industry is a highly profitable industry and its success is due to the large consumption of non-alcoholic beverages through which both concentrate producers and bottlers are profitable. Given the U.S. Industry consumption Statistics, Exhibit 1, it is clear that, after deducting beer and wine, soft drinks account for about 90 % of the total liquid consumption, while Coke and Pepsi account for about 75 % of the soft drink industry. The high consumption of CSDs is related to the soft drink industry selling to consumers through five principal channels: food stores, convenience stores, vending, fountain and other. Out of the five channels the case describes vending as the most profitable channel for the soft drink...
One ownership trend in the soda industry is in Coca Cola. Starting in 2004 Coca-Cola has been the leader in the industry. In a close second is Pepsi. Most people know Coca-Cola and Pepsi which are found everywhere. When you go to a restaurant they usually have Coca-Cola products. A lot of people will ask for Pepsi and they do not have them. Coca-Cola has the most sales and revenue out of all the soft drinks and sodas. Coca-Cola is the most sold soda around the