INTRODUCTION ABOUT SOFT DRINK INDUSTRY India with a population of more than 1.1 billion is potentially one of the largest consumer markets in the world after china. The consumer market is popularly known as the FMCG market or the fast moving consumer goods market. Soft drinks come under this category. Soft drink is basically purchased in India basically for two reasons namely to quench thirst and for refreshment. The Indian economy currently is passing through a bullish phase with increasing per capita income. Subsequently the lifestyle of the Indian consumer is also changing with increased spending on entertainment, refreshment etc. that is why soft drink companies are looking forward to India with great enthusiasm in the future to increase their revenue. The soft drink industry in India dates back to the 1940 when Parle introduced the first branded soft drink called gold spot. Cola giant coca-cola was the first foreign soft drink company to setup its shop in India in 1965. Coca-cola made a very good beginning and dominated the market right from the word go. It faced no competition at that time. The marketing people did not even need to publicize coca-cola. This extraordinary success of coca-cola can be attributed to the following factors, 1. Absence of contemporary competitive brand 2. The giant image of coca-cola in the western countries preceded their entry Into the Indian market, and 3. Indians at that time were very fond of foreign goods. Parle Exports Pvt. Ltd later introduced a lemon flavored soft drink called Limca in 1970. Before this they had introduced a cola flavored drink called pepping which they had to withdrew in the face of stiff competition from coca-cola. But the overtly conservative Indian government of that time with special interest in safe guarding the interest of the Indian companies started insisting that coca-cola should agree on the following points in order to continue in India. Coca-cola decided to windup its operations in 1977 rather than bowing to the Indian government. The main demands of the Indian government were, 1. Dilution of equity, as the government felt that lots of foreign currency was Being wasted. 2. Manufacturing of the secret concentrate in India 3. Disclosure of the chemical composition of the concentrate.
The exit of coca-cola left a large vacuum in the soft drink market. But this also accelerated the growth of several Indian soft drinks. Many new soft drinks like frooti, jump-in etc were launched in the form of tetra pack. However the bottling plants and the distribution networks of these companies were not up to the mark and left much to be desired. It took these companies almost one year to come up with new flavors like Campa cola, Rush etc. to survive in the industry. However Parle, the pioneer in the soft drinks market blazed its way to national prominence with their product Thumps Up bearing the slogan µhappy days are here again which became a craze. This particular slogan helped to win over the loyalists of coca-cola who were in a state of cola shock or cola depression! Soon the soft drink industry started registering phenomenal growth rates and all parley products namely Gold Spot, Limca and Thumps Up became the brand leaders in their own segments. In spite of this the soft drink market had a huge untapped potential. In 1990, coming of the multinational brand Pepsi and immediately started giving stiff competition to Parley and Coke. The parent company of Pepsi was founded in 1890 at North Carolina in USA. Its CEO is Roger Enrico. PepsiCo India Holdings Pvt. Ltd. in headquartered in Gurgaon and its CEO is Ms. Indra Nyui. In India it has 34 bottling plants of which 8 are company owned bottling outlets (COBO) and 26 are franchise owned bottling outlet (FOBO). SMV Beverages is a franchise owned bottling outlet. Coca-cola reentered the Indian market in 1993 in collaborations with Parley India Ltd
INTRODUCTION TO PEPSI PepsiCo, Incorporated (Short for Pepsi Company) is a large conglomerate with interests in manufacturing, marketing and selling a wide variety of carbonated and non-carbonated beverages, as well as salty, sweet and grain-based snacks, and other foods. Besides the PepsiCola brands (including Mountain Dew), the company owns the brands Quaker Oats, Gatorade, Frito-Lay, SoBe, and Tropicana. Indra Nooyi, chief executive of PepsiCo since 2006, has focused on maintaining the company's leadership in the snack food industry by being on the forefront of marketing healthier snacks and striving for a net-zero impact on the environment. This focus on healthier foods and lifestyles is part of Nooyi's "Performance With Purpose" philosophy. The company formed for distribution and bottling is The Pepsi Bottling Group PepsiCo is a SIC 2080 (beverage) company. HISTORY Headquartered in Purchase, New York, The Pepsi Cola Company began in 1898, but it only became known as PepsiCo when it merged with Frito Lay in 1965. Brands, Inc. PepsiCo purchased Tropicana in 1998, and Quaker Oats in 2001. CORPORATE GOVERNANCE Current members of the board of directors of PepsiCo are Indra Nooyi C.E.O., Robert E. Allen, Dina Dublon, Victor Dzau, Ray Hunt, Alberto Ibargüen, Arthur Martinez, Steven Reinemund, Sharon Rockefeller, James Schiro, Franklin Thomas, Cynthia Trudell, and River King. On October 1, 2006, former Chief Financial Officer and President Indra Nooyi replaced Steve Reinemund as chief executive officer. Nooyi remains the corporation's president, and became Chairman of the Board in May 2007. Since becoming CEO, Indra Nooyi has reorganized PepsiCo to make it less fixated on the U.S.
and broadened the power structure by doubling her executive team to 29. She has installed an Italian native, Massimo d'Amore, atop the division that includes the troublesome U.S. soft drink business, and recruited a former Mayo Clinic endocrinologist to head up R&D. Mike White is the President of PepsiCo International Division. FORMER TOP EXECUTIVES AT PEPSICO Steven Reinemund John Sculley Donald M. Kendall D. Wayne Calloway Christopher A. Sinclair Roger Enrico Alfred Steele Joan Crawford PEPSICO BRANDS PepsiCo owns five different billion-dollar brands. These are Pepsi, Tropicana, Frito-Lay, Quaker, and Gatorade. The company owns many other brands as well. Pepsi, Caffeine-Free Pepsi, Diet Pepsi/Pepsi Light, Caffeine-Free Diet Pepsi, Caffeine-Free Pepsi Light, Wild Cherry Pepsi, Pepsi Lime, Pepsi Max, Pepsi Twist and Pepsi ONE. Other U.S. carbonated soft drinks, including Frawg, Mountain Dew, Mug Root Beer, Sierra Mist and Tropicana Twister Soda 7 Up (international distribution) Other U.S. beverages, including Aquafina (Flavor Splash, Alive, and Twist/Burst), Tava, Dole, Gatorade, Izze, Mountain Dew AMP, Propel Fitness Water, SoBe, Quaker Milk Chillers, Ben & Jerry's MilkShakes, and Tropicana Beverages marketed outside the U.S.: Alvalle, Concordia, Copella, Evervess, Fiesta, Frui'Vita, Fruko, Junkanoo, Kas, Loóza, Manzana Corona, Manzanita Sol, Mirinda, Paso de los Toros, Radical Fruit, San Carlos, Schwip Schwap, Shani, Teem, Triple Kola, and Yedigun
Frito-Lay brands: Baken-ets, Barcel, Bocabits, Cheese Tris, Cheetos, Chester's, Chizitos, Churrumais, Cracker Jack, Crujitos, Doritos, Fandangos, Fritos, Funyuns, Gamesa, Go Snacks, James' Grandma's Cookies, Hamka's, Lay's, Miss Vickie's, Munchies, Munchos, Nik Naks, Ollie's Meat Snacks, Quavers, Rold Gold, Ruffles, Rustler's Meat Sticks, Sabritas, Sabritones, Sandora, Santitas, Smartfood, The Smith's Snackfood Company, Sonric's, Stacy's Pita Chips, Sun Chips, Tor-tees, Tostitos, Walkers, and Wotsits Quaker Oats brands: Aunt Jemima, Cap'n Crunch, Coqueiro, Crisp'ums, Cruesli, FrescAvena, King Vitaman, Life, Oatso Simple,Quake, Quisp, Rice-A-Roni, and Spudz In 2007, Nooyi spent $1.3 billion on healthier-alternative brands like Naked Juice, a California maker of soy drinks and organic juice. PARTNERSHIPS PepsiCo also has formed partnerships with several brands it does not own, in order to distribute these or market them with its own brands. Elma Chips, leader of the Brazilian chip's market Frappuccino Starbucks DoubleShot Starbucks Iced Coffee Mandarin (license) D&G (license) Lipton Brisk Lipton Original Iced Tea Lipton Iced Tea Ben & Jerry's Milkshakes Dole juices & juice drinks (license) Sunny Delight (produced by PepsiCo for Procter & Gamble) DISCONTINUED LINES All Sport, a line of sports drinks. All-Sport was lightly carbonated; in contrast, rivals Gatorade and Coke-owned POWERade were non-carbonated. The 2001 purchase of Quaker
Oats (in effect acquiring Gatorade) made All Sport expendable, and the brand was sold to another company. Crystal Pepsi, a clear version of Pepsi-Cola. FruitWorks: Flavors were Strawberry Melon, Peach Papaya, Tangerine Citrus, Apple Raspberry, and Pink Lemonade. Two other flavors, Passion Orange and Guava Berry, were available in Hawaii only. Josta: launched 1995, "with Guarana," the first energy drink launched by a major soft drink company in the US, is now the subject of a "Save Josta" campaign. Matika: Run in August 2001, it was a tea/juice alternative beverage, sweetened with Cane Sugar & containing Ginseng. Dragonfruit Potion, Magic Mombin, Mythical Mango, Rising Starfruit, Skyhigh Berry Mazagran: launched 1995 Mr. Green (SoBe) Patio: line of flavored drinks (1960-late '70s) Pepsi Edge, a mid-calorie version of Pepsi-Cola. Pepsi Blue, a berry-flavored, blue version of Pepsi-Cola. Pepsi Kona: launched 1997, a coffee-flavored version of Pepsi-Cola. Slice, a line of fruit-flavored carbonated soft drinks. Smooth Moos: launched 1995, a flavored milk-based drink. Storm: launched March 15, 1998, replaced by Sierra Mist. FORMER BRANDS PepsiCo owned a number of beverages chains until it exited that business in 1997, selling some, and spinning off others into a new company Tricon Global Beveragess, now known as Yum! Brands, Inc.. PepsiCo also previously owned several other brands that it later sold.8978969 California Pizza Kitchen (bought 1992, sold back to original founders in 1997) Chevys Fresh Mex (bought August 1993, sold May 1997 to J. W. Childs Equity Partners) D'Angelo Sandwich Shops (sold August 1997 to Papa Gino's) East Side Mario's (United States franchises – bought December 1993, sold early 1997 Hot 'n Now (bought in 1990, sold in 1997)
PEPSI (bought October 1986 from RJR Nabisco, spun off October 1997) North American Van Lines Pizza Hut (bought in 1977, spun off October 1997) Stolichnaya Taco Bell (bought in 1978, spun off October 1997) Wilson Sporting Goods DIVERSITY PepsiCo received a 100 percent rating on the Corporate Equality Index released by the Human Rights Campaign starting in 2004, the third year of the report. TAMPERING During the summer of 1993, PepsiCo managed to stave off a runaway hoax pertaining to alleged product tampering. Syringes were claimed to have been found in cans of Diet Pepsi -first in Seattle, then throughout the U.S. over the next few days. With the arrests of several of the fraudulent claimants, reports of found hypodermic needles ceased. PepsiCo's subsequent handling of the situation via carefully-worded press releases and VNRs is frequently cited as a textbook example of how exactly to handle falsely spread rumors about a company. CRITICISMS PEPSICO IN INDIA PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab governmentowned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These controversies are a reminder of "India's sometimes acrimonious relationship with huge multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have "been major targets in part because they are well-known foreign companies that draw plenty of attention."
In 2003, the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and The Coca-Cola Company, contained toxins, including lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer, a breakdown of the immune system and cause birth defects. Tested products included Coke, Pepsi, 7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsi's soft drink products had 36 times the level of pesticide residues permitted under European Union regulations; Coca Cola's 30 times. CSE said it had tested the same products in the US and found no such residues. However, this was the European standard for water, not for other drinks. No law bans the presence of pesticides in drinks in India. The Coca-Cola Company and PepsiCo angrily denied allegations that their products manufactured in India contained toxin levels far above the norms permitted in the developed world. But an Indian parliamentary committee, in 2004, backed up CSE's findings and a government-appointed committee, is now trying to develop the world's first pesticides standards for soft drinks. Coke and PepsiCo opposed the move, arguing that lab tests aren't reliable enough to detect minute traces of pesticides in complex drinks. On December 7, 2004, India's Supreme Court ruled that both PepsiCo and competitor The Coca-Cola Company must label all cans and bottles of the respective soft drinks with a consumer warning after tests showed unacceptable levels of residual pesticides. Both companies continue to maintain that their products meet all international safety standards without yet implementing the Supreme Court ruling. As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market share of soft-drink sales in India. PepsiCo has also been alleged to practice "water piracy" due to its role in exploitation of ground water resources resulting in scarcity of drinking water for the natives of Puthussery panchayat in the Palakkad district in Kerala, India. Local residents have been pressuring the government to close down the PepsiCo unit in the village. In 2006, the CSE again found that soda drinks, including both Pepsi and Coca-Cola, had high levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks are safe for consumption and have published newspaper advertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy
products. In the Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, was banned by the state government in 2006, but this was reversed by the Kerala High Court merely a month later. Five other Indian states have announced partial bans on the drinks in schools, colleges and hospitals.
INTRODUCTION TO CUSTOMER SATISFACTION Whether the buyer is satisfied after purchase depend on the offers performance in relation to the buyer expectation. In general satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a products perceived performance relation to his/her expectations. If the performance falls short of expectation, the customer is dissatisfied. If the performance matches the expectation customer is satisfied. If the performance exceeds the expectation the customer is highly satisfied. Customer satisfaction cannot be very difficult. After all you either satisfied with the services you receive or you are not. If you don¶t you are not. If it is that easy, then obtaining people's opinion about how satisfied they are with relatively straight forward matter- or is it?. Customer satisfaction is a marketing tool and a definite value addad benefit. It is often perceived by customers as important as the primary product or service your organisation offers. It looks at what is involved from 3 different angles, the first is from the view of an organisation wishing to understand, and measures, how satisfied its customer are with the products and services they receive from it. The second is from the perspective of a research agency that has been asked to obtain feedback from customers and about their experiences when dealing with companies. Finally it considers the issue from the perspective of consumers who participate in surveys, including both business customers and members of general public
MEANING OF CUSTOMER SATISFACTION Customer satisfaction is a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and part of the four prospective of balanced score card. IN a competitive market place were businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy customer satisfaction drives successful private sector business. High performing businesses have developed principles and strategies for achieving customer satisfaction. This paper presents a framework or set of ideas for using customer satisfaction principles and strategies to improve the quality responsiveness, and possibility of public sector privately provided services in vulnerable communities. The framework suggested that resident who live in tough neighborhoods can be supported through customer satisfaction strategies to become empowered individuals Who informed perspectives influence decisions about what, how, when, and where services are available to them. Customer satisfaction is the customers response to the evaluation of the perceived discrepancy between prior expectation and the actual performance of the product as perceived after its consumption. IMPORTANCE OF CUSTOMER SATISFACTION IT costs at least 7 times more to source a new customer than it does to retain existing one A 'satisfied' customer tells 5-7 people in a year whilst a 'dissatisfied' customer will tell 14-15 people. Companies can boost profits anywhere from 25% to 125% by retaining a mere 5% more of their exciting customers. Totally satisfied customers were 6 times more likely to use that services and commend it than ' satisfied' customers. Customers who have a bad experience with you and do not complain are only 37% likely to still do business with you. Customers who have an opportunity to complain and the complaint is achieved are 95% likely to still do business with you. Factors of customer satisfaction serviceof quality reliability of service knowledge of the staff Being kept informed of progress The way service kept its promises The way the service
handled any problem Friendliness of staff y How sympathetic staff were to your needs Speed of enquiries Number of time had to contact the service. Measuring customer satisfaction Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication how successful is the organisation at providing products and/or services to the market place. Customer satisfied is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviours such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer can compare the organizations products. Because satisfaction is basically a psychological state, care should be taken in effort of quantitative measurement, although a large quantity developed.
CUSTOMER SATISFACTION TOWARDS PEPSI Satisfaction means fulfillment or gratification of need, desire or appetite. Customer satisfaction or dissatisfaction is the feeling derived by the consumer when he/she compares the product’s actual performance with the performance that he/she expects of it. When the product performance matches the expected performance, the customer experience satisfaction; when it falls short of the expectation, the customer experience dissatisfaction. And when the performance exceeds expectations, the customer is highly satisfied or delighted. Customer satisfaction is a key indicator of success of an organization. Customer satisfaction can be two types which as follows:1. Product satisfaction 2. Service satisfaction Customers buy goods and services to meet specific needs. When people feel a need, they are motivated to take action to fulfill it. In many instances, purchase of a good and service may be seen as offering the best solution to meeting a particular need. Subsequently
customers may compare what they received against what they expected, especially if it cost them money, time, or effort that could have been devoted to obtaining an alternative solution. “A SATISFIED CUSTOMER IS YOUR BEST ADVERTISEMENT” A sale is not a onetime transaction – it is the beginning of repeat business provided your keep “THE CUSTOMER SATISFIED” and there is no other way of doing it than to be prompt in reaching out to him in adversity and giving him good after sales service. The time has come to put yourself in “YOUR CUSTOMERS SHOES” and SATISFY HIS NEEDS BECAUSE ONE satisfied customer in ten years brings you HUNDRED more. All of us have “Family jewellery”; similarly such satisfied customers are the “NAVRATNAS” of your business. The easiest way to get new customers is look after well your existing customers. Centrum Direct Ltd. and Almondz Securities Ltd. have definite customers. They have individual as well as industrial customers. Both the companies are maintained loyal customers. Both of them have long list of satisfied customers. Customer satisfaction is affordable and profitable because a satisfied customer becomes your salesman forever. DIS-SATISFIED CUSTOMERS ARE YOUR BEST TEACHERS You can never please 100% of your customers. 100% of times and 100% of the days. If you can or you are achieving it, you Are genius. Generally for an average businessman one- third if your customers are very satisfied with you, another one- third are reasonably satisfied and the balance one-third are not fully satisfied. Do not worry too much but start doing something about it. Offer him/her a deal, e.g. you pay half and he/she pays half or share the service cost or any other such ratio that will indicate your willingness to help the customer go by your experience. You can make a list of old dis-satisfied customers, but never get them together. When you try to reach the difficult customers, you may not quite satisfy all of them but you won’t come up with a “nothing achieved” feeling either. So start with one dissatisfied customer and satisfy him; one success will lead to another.
You will have to search for the dissatisfied customers you should get involved in a continuous search, a continuous probing around. Once you locate some of them, one third of your problem is solved. EXCELLENT CUSTOMER SERVICE WHAT IS EXCELLENT CUSTOMER SERVICE? -
Excellent customer service is not a smile campaign. It is about— The quality of “WHAT” you DELIVER. The quality of “HOW” you DELIVER it.
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Merely “ADEQUATE CUSTOMER SERVICE” is probably invisible to customers. Only “EXCELLENT CUSTOMER SERVICE” gets noticed.
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Customers are hungry for “QUALITY TREATMENT” which is the central theme of service ERA.
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Smart companies today see the customer not as target but as a partner to be involved in development of the organization. Excellent service means giving customers a LITTLE MORE THEY EXPECT. When we satisfy a customer the customer leaves with positive feeling. That is huge significance to any business because feeling will bring a customer back and business success largely depends upon repeat business and references from existing customers to potential new customers.
Customer’s loyalty is very important for successful business. It should be able to manage the customer’s feelings. TERM “A LITTLE BIT MORE” Giving people a lot more than they expect is good service. Good service educates the customer and establishes a new standard which raises the challenge of continuous improvement. There are some different types of securities which are as follows:-
Cold Drinks: - Pepsi is the drink manufacture company. Pepsi represents the various drinking products of company’s. In the other words
OBJECTIVES OF STUDY To study the characteristics of an ideal Pepsi beverages as per customer’s view. To study various factors like quality of eatables, ambience, price, service etc. of PEPSI in Ludhiana. To study the internal environment i.e. employee behavior, music, catering etc. of PEPSI in Ludhiana.
RESEARCH METHODOLOGY Research methodology is a scientific & logistic technique to solve the problem. When we talk of the research methodology we not only talk about research methods adopted to get desired results but we also consider the logic behind these methods. All possible efforts were made to gather information in a natural way to achieve objectives of the research. Research is an original contribution to the existing stocks of knowledge making for its advancement in search for knowledge through objectives and systematic method of landing solution to problem, in research. Research reflects to systematic method consist of the problem, formulating the hypothesis, collecting the facts, analyzing data, data analysis of the fact and reaching certain conclusion either in form of solution towards concerned problem in certain generalization for some theoretical formulation. Research Design A descriptive research design is being used in this research as here it has been described that how much satisfied are the people from the services provided by PEPSI Ludhiana. This research describes the various parameters which provide satisfaction to customers regarding beveragess. Moreover, the research is also telling various areas to be worked upon in order to provide optimum level of satisfaction to the customers. Data Collection This includes all those resources from where a researcher collects data for his project. There are mainly two resources for collecting data: Primary resource: In it we include fresh information collect for the first time Secondary resource: In it we include those resources which are already published in one or in the form such as reports, magazines, newspapers, journals and many more. Regarding my research work, I am using both Primary and Secondary Method for collecting data. In case of Primary data, I am using the questionnaire method for collecting fresh data direct from the respondent. And In case of Secondary Resources, I have collected information from various published resources such as Books, Magazines, Newspapers and Internet.
Sampling design In carrying out a survey relating to research, first select the problem and study its implications in different areas. Selection of research problem should be line with the researcher’s interest, chain of thinking and existing research in the same area and should have some direct utility. The topic should have practical feasibility. To study feasibility, it is important to prepare a preliminary abstract on the research topic. The first and foremost task in carrying out a research is to select a sample. In sample plan we decide about the size of the sample, total population and sampling unit which are described below. Universe All the customers of PEPSI of Ludhiana. Population Selected customers from PEPSI. Sampling Unit Each single person from whom questionnaire is got filled. In this research sampling unit is the each selected customer of PEPSI. Sample size The number of respondents included in the study was 100. Sampling Technique The selection of respondents was done on the basis of convenience sampling. Sampling Frame The frame is the list of names of all respondents who has filled Questionnaire for the research. Data Analysis Analysis is carried out as per categories of questions and their sub parts. The data has been tabulated and the analysis is carried out by presenting the data in the form of bar and pie charts wherever necessary to facilitate better understanding and proper depiction to facilitate interpretations. Information collected was analyzed by means of mean or average and sampling method and after analysis it, results were find out. Till this stage those data are only responses, which are incapable of interpretation until converted into significant statistical information .Tabulation of data was done to present data into an easily understandable form. Percentages
were used to analyze the data collected. In addition to summarizing data in a tabular form, data was presented graphically to obtain significant insight. Bar Diagrams and pie charts were used to represent the information. Checklist and multiple-choice questions were analyzed on percentage basis, ranking questions were analyzed on average basis and rating questions were analyzed on the basis of weight age. NON-PROBABILITY SAMPLING Non-Probability sampling methods are those which do not provide every item in the universe with a known chance of being included in the sample. The selection process is at least particularly subjective. The following are some of the methods of Non-Probability sampling: Chi-square Test The chi-square test is one of the simplest and most widely used non-parametric tests in statistical work. The χ2 are the Greet letter chi the chi-square (χ 2) test was first used by Karl Pearson in the year 1990. The quantity chi-square describes the magnitude of the discrepancy between theory and observation. It is defined as: Chi-Square = Σ(O-E)2 / E Where O = Observed frequency E = Expected frequency To determine the value of chi-square, the steps required are: 1. Calculated the expected frequencies Total no. of Respondents E = --------------------------------------Different types of respondents 2. Take the difference between observed and expected frequencies and obtain the squares of these differences i.e., (O-E) 2 3. Divide the values of (O-E)2 with respective expected frequency and obtain the total i.e., Σ (O-E) 2 / E Degree of Freedom is (n-1).
LIMITATIONS The problem was being faced in pursuing the managers of the beverages for conducting the research. Limitation of the research is that on the basis of just one hundred respondents results are applied to entire PEPSI beverages in Ludhiana, which is also area for scope of further researches. Moreover this project would tell them the factors which provide satisfaction to the customers. They can improve that factor in which they lacks and can meet the stage of optimum customer’s satisfaction with the help of this.
ANALYSIS AND INTERPRETATION 1. How often you drink this Pepsi? Table 7.1 Options Daily At least once in a week Once in a month Not very often Only on occasions First time visitor
Frequency 5 45 30 20 0 0
Percentage (%) 5 45 30 20 0 0
Analysis:
Fig No 7.1 Interpretation: PEPSI is able to attain most of its customers and is providing a good level of satisfaction to its customers. It is reflected from the fact that 45% of customers visit PEPSI at least once in a week.
2. What type of drink you prefer? Table 7.2 Options Energy drink Soft Drink Both
Frequency 37 48 15
Percentage (%) 37 48 15
Analysis:
Fig No 7.2 Interpretation: PEPSI is not only catering with the needs of non veg people but also is successful in meeting the satisfaction level of veg. people. That’s why the percentage of veg. people visiting PEPSI is quite good, but still the percentage of non veg. people visiting PEPSI is much more than others.
3. Rate the following factors from 1 to 6 according to your preference for an ideal beverages: (1 being the most important and 6 being the least one)
i. Quality ii. Location iii. Service iv. Reasonable price v. Infrastructure vi. Ambience Table 7.3 Factors Quality Location Service Reasonable price Infrastructure Ambience
Total marks 71 119 98 146 189 203
Analysis:
Fig No 7.3 Interpretation: The customers of Ludhiana give most preference to Quality while visiting any beverages. 4. What features of PEPSI attracts you?
Table 7.4 Features Quality Price Service Location Infrastructure Ambience
Avg. Value (%) 27 8 22 19 8 16
Analysis:
Fig No 7.4 Interpretation: Thus it is clear that Quality food and Service are the main attractions of PEPSI. 5. Please tick the statements you consider true in case of this beverages: i. PEPSI provides quality
________
ii. Prices of items of PEPSI are reasonable
________
iii. PEPSI has quite a good Ambience.
________
iv. Service provided by PEPSI is decent.
________
v. PEPSI has enough variety.
________
Table 7.5 Options
(i) percentage 85 15
True False
(ii) percentage 45 55
(iii) percentage 45 55
(iv) percentage 85 15
(v) percentage 25 75
Analysis:
Fig No 7.5 Interpretation: Thus it is clear that PEPSI provides excellent quality and decent service but need to work upon the variety in order to provide more satisfaction to its customers. 6. To what extent are you satisfied with the following factors of PEPSI? Table 7.6 Factors
Not satisfactory
Satisfactory
Good
Excellent
Quality
0
25
48
27
Price
0
40
46
14
Service
05
25
55
15
Infrastructure
0
18
32
50
Variety
0
25
62
13
Analysis:
Fig No 7.6 Interpretation:-Thus it is clear that PEPSI is providing satisfaction to its customers in terms of Quality food, Infrastructure, Service and ambience and need to do some work in the area of parking facility in order to pro vide better satisfaction to its customers.
7.Would you drink this beverages again? Table 7.7 Options
Percentage
Yes
80
No
20
Analysis: 7. Would you drink this beverages again? Table 7.7
Analysis: Fig No 7.7
Fig No 7.7 Interpretation: As every customer of PEPSI is willing to drink back hence it can be said that level of customer satisfaction in PEPSI is good enough.
8. What problems are you facing in PEPSI? (You can tick more than one)
Table 7.8 Factors
Percentage
Quality
10
Service
20
Price
15
Employee's behaviours
25
Parking
10
Location
20
Analysis:
Fig No.7.8
9. Please rate your overall experience from this beverages: Very bad
Bad
Average
Good
Very Good
--------I-----------------I-------------I----------------I----------------I-----------
Table 7.9 Option
Very Bad
Bad
Avg.
Good
V. Good
Overall
0
0
15
60
25
Experience Analysis:
Fig No 7.9 Interpretation: The overall experience of the customers is good in PEPSI. Thus, PEPSI is providing good level of customer’s satisfaction. 10. Do your drink Pepsi at the place of water?
Table 7.10
Options
Percentage
Yes
60
No
40
Analysis:
Fig No. 7.10
11. Your suggestions to increase level of customer’s satisfaction.
Analysis: We can say that if Pepsi want to increase level of customer’s satisfaction then its service should be fast. Stock should be complete. Location and quality should be good. And employee’s behavior should be polite with customers.
FINDINGS OF THE STUDY
Customers are satisfied with the beverages PEPSI of Ludhiana. Still there are some areas to work upon to make this level an optimum level such as variety, Packing etc. There is a request from many customers that PEPSI should check and control the excessive use of beefs in its drinking stuff.
SUGGESTIONS 1. Supply distribution should improve during summer. 2. The sales team should be trained and should be courteous with the retailer. It should depend the partnership arrangement with suppliers and distributors and make them feel as a part of the company. 3. Pepsi fridge and racks should be making easily available for the retailers so that they survey the purpose of visibility as they say ‘JO DIKHEGA WOHI BIKEGA’. 4. More emphasis should be given in retaining and building loyalty among retailers while at the same time new retailers should be encouraged to sell Pepsi. 5. Another brand of Cola flavor should be introduced and it should have strong taste and more fizz so as to attract the customers who like Thumps up more than Pepsi. 6. Supply should be in time. 7. Merchandising facility should be fulfilling like board. 8. The company should concentrate on the brand awareness of its product.
CONCLUSION Everything in this world is made to utilize properly but should be reach at the proper person or to the proper utilize areas. Otherwise the value added to those things become in vein. As there is a proverb that, Far from Eye, far from Heart´. Thus marketing role play a very important role in achieving the objectives of a company. Undoubtly, value utility is created by the manufacture of product or service but time and place utilities are created by marketing role. According to Drunker, both the market and the distribution channels are often more crucial than the product´. They are primary and the product is secondary. In an economy like that of India, where marginal shortages can lead to disproportation distortion in prices, a dependable and efficient distribution system is very much essential. The distribution system creates a value added to all most all products. All from the above study not withstanding its restructuring efforts, Pepsi steel had some distance to cover to catch up with Coke.
BIBLIOGRAPHY BOOKS : Bhattacharya, D.K, Research methodology 2003,Excel books New Delhi, Edition 1st JOURNAL/MAGAZINES/NEWSPAPER : Business world, 29th march 2007, page No. 35 Fred Luthans, Organization Behaviour, Tata MC Graw Hill publications Pages 46-56 Goldberg, M.E., Gorn, G.T., Gibson, W.1979. T.V message for snack and breakfast foods. Do they influence children’s preference? Journal of Consumer Research. 5(4): 27-81 WEBSITES : http://roadtrip.beimers.com/day99.html http://www.agilitynut.com/eateries/8b.html http://www.en.wilkipedia.org/beverages.com http://www.Pepsi.com/about/pressure.asp http://www.Pepsi.com/about/secret.asp Vogmel, N. 1976. Employee development for efficient customer service. Prajan. 5(2): 167
QUESTIONNAIRE PERSONAL DETAILS: Name
_______________________
Phone number
_______________________
Gender
_________
Age
________
Place
___________________
1.
How often you drink PEPSI? (Please tick your answer) □ Daily □ At least once in a week □ once in a month □ Not very often □ Only on occasions and functions □ First time visitor
2.
What type of drink your prefer?(Please tick your answer). □ Energy drink
□ Soft drink
□ Both
3. Rank the following factors from 1 to 6 according to your preference for ideal beverages: (1 being the most important and 6 being the least one) I.
Quality ________
II.
Location ________
III.
Service ________
IV.
Reasonable price ________
V. VI.
Infrastructure ________ Ambience ________
4. What features of PEPSI attracts you? (you can tick more than one choice) i. Quality food
□
ii. Price
iii. Service
□
iv. Location
v. Infrastructure vii.
□
□ □
vi. Ambience
Any Other, please specify
□
________
5. Please tick the statements you consider true in case of this beverages: i. PEPSI provides quality
________
ii. Prices of items in PEPSI are reasonable.
________
iii. PEPSI has quite a good Ambience.
________
iv. Service provided by PEPSI is decent.
________
v. PEPSI has enough variety
________
6. To what extent are you satisfied with the following factors of PEPSI? Not satisfactory
Satisfactory
Good
Excellent
Quality food
------ -I------------------------- I ------------ I ----------- I -----
Price
-------I--------------------------I--------------I------------I------
Service
-------I-------------- ------------I--------- -----I------------I----
Ambience
-------I--------------------------I--------------I--------------I-----
Infrastructure
--------I--------------------------I--------------I--------------I----
Parking facility
--------I--------------------------I--------------I----------
7. Would you drink this Pepsi again? □ Yes
□ No
8. What problems are you facing in PEPSI? (You can tick more than one) 1. Quality
______
2. Service
_______
3. Price
_______
4. Employee’s behavior
_______
5. Parking
_______
6. Location
_______
7. Any other, please specify
__________________________
9. Please rate your overall experience from PEPSI: Very bad
Bad
Average
Good
Very Good
--------I-----------------I-------------I----------------I----------------I-----------
10. Do your drink Pepsi at the place of water? □ Yes
□ No
11. Your suggestions to increase level of customer’s satisfaction.
________________________________________________________________________
PREFACE In most of the Management Institutes in India, all the stress is laid on theoretical knowledge and the practical training is considered just a necessity for the mere completion of course but our KIMT, Ludhiana does not agree to this condition. In our course practical training is given equal importance and thus we undertook a research in our third year. When everybody is providing that what is demanded by the customers, the person delivering the satisfaction to customers succeeds in long run. In today market it is very much important to provide the optimum level of satisfaction to the customers in order to retain them. As customer is the king, so in order to survive in the market your customers should be satisfied from you. To conquer the modern business world one needs to understand the needs of customers. My project “To study the level of customer’s satisfaction regarding the beverages PEPSI in Ludhiana.” has been done at PEPSI in Ludhiana. Now I take this opportunity to present my report and sincerely hope that it would be useful for readers.
ACKNOWLEDGEMENT It is almost a ritual to place on record a statement of thanks at the beginning of a training report. But this acknowledgement is more than just a ritual. It is a heartfelt thanks to all those who has provides me this great opportunity to learn something. First of all I would like to express my indebtness and sincere thanks Mr. Manjit S. Chhabra (Co-ordinator) and Mrs. Shallu Gupta, GGNIVS, Ludhiana for her expert supervision and constructive criticism and valuable suggestions throughout the course of my study. She is the person who guided me at every step of my project. I extended my thanks to my parents, brother and friends for their deep affection and emanated expiration that really kept me going towards my work. Lastly I wish to thank all the respondents who extend their whole-hearted co-operation in giving answers to the questions which were asked to them for my research work. I would also like to thank Mr. Shukla (A.D.C.) of Aradhna Drinks Beverages without whose support this project could not have been in the form in which it is now.
Ishan Kalra 820458018
STUDENT DECLARATION Thereby declared that project report entitled “Customer’s satisfaction regarding the PEPSI” submitted for the degree of Bachelor of Business Administration is my original work and the project report has not formed. The basis for the award of any diploma, degree fellowship or similar other title. It has not been submitted to any other university or institution for the award of any degree or diploma.
Ishan Kalra Roll No. 82045801
