AMITY BUSINESS SCHOOL
In Partial Fulfillment of the Award of Master in Business Administration
Summer Internship Project Report on
“CONSUMER BEHAVIOUR IN JUICE IND.”
SUBMITTED TO: SUBMITTED BY:
Rahul Srivastava Manushree Chaudhary
MDS MBA (IB) A.B.S
PepsiCo Lucknow Lucknow
PREFACE
Marketing is known to be as old as history of mankind. Previously it was known as selling concept but today we call it Marketing concept.
It was largely transaction oriented but it is more relationship oriented with the different intermediates involve and the customer. Now a day’s the marketing people think about how they can satisfy need of the customer by serve them more effectively. Availability refers to making your product available at the right time at the right place.
Since the purchase of impulse it is very important that the product should be with in the arm’s reach of the customers. This Research report revolves around the availability factor and tries to analyze to
What extent the product is in arm’s reach of customer. All the works done on this project report is confined to my broad objective.
2
ACKNOWLDGEMENT
I feel an immense pleasure in taking this opportunity to express my sincere indebtedness and deep gratitude towards our respected faculty guide Mrs. Swati Singh, for encouraging me to work on this topic and being a constant source of inspiration and guidance.
I express my sincerest thanks for her constant encouragement
,meticulous ,guidance constructive criticism and invaluable console throughout the conduct of study.
Further I am highly grateful to Mr. Rahul Srivastava and
Mr. Amit Srivastava, who gave their full support and corporation in getting good understanding of the topic chosen.
Manushree Chaudhary MBA (IB)
3 CONTENT
PREFACE 2 ACKNOWLEDGEMENT 3 TABLE OF CONTENTS 4-5 EXECUTIVE SUMMRY 6
CHAPTER 1:- INTRODUCTION 7 OBJECTIVE OF THE STUDY 8 SCOPE OF THE STUDY 9
CHAPTER 2:- INTRODUCTION 11-15 OVER VIEW OF THE COMPANY -BRAND PEPSI 17-18 -PEPSI MISSION 19-21 COMPANY PROFILE -PEPSI BACKGROUND 23-25 -PEPSI COMPANY OVERVIEW 26 -MISSON OF THE COMPANY 27 -PEPSI CARES 28-31 -OUR COMMITMENT 32-36 -PEPSICO INTERNATIONAL 37-38 -PEPSICO INDIA 39-40 -PEPSICO FINACIAL POSSION 41-43 -MARKET SHARE 44-50 -BRANDS OF PEPSICO 51-58 -UP COBO 59-61 -BIRTH OF TROPICANA 62-68
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CHAPTER 3:- METHODOLOGY 69-70 SPECIMAN OR QUESTIONNAIRE 71-72 ANALYSIS 73-88 FINDINGS 89 RECOMMANDATION 90 CONCLUSION 91 BIBLOGRAPHY 92
5 EXECUTIVE SUMMRY
I did my summer training in PEPSI CO INDIA HOLDING Ltd, which is
of the pioneers of the India beverage market.
Through people are using juices as a health drink in Lucknow as
in other part of India, they have also turned to packed juice available in
open market: this kind of packed juice perceived as more safe and
healthy. The topic was given me is “Consumer behavior in Juice
Industry”.
The objective of my topic is to find out the modern trade consumer behavior in juice industry as well as awareness of Tropicana.
During the summer training we found out the modern trade market capture of Tropicana is better in comparison to others.
During the summer training we found out that the price of
Tropicana is little bit expensive than others so some consumer who belong to medium and lower family do not want to pay more money for the same product available in less price in the market but in some cases customers are very careful about their health, therefore they pay money and buy only branded juices.
6 INTRODUCTION
Summer training is the part of MBA. It is very important for every
student who is doing MBA .It important because during the summer
training the student interact with organization and they learns how the
employee should behave with each other. Student learns all the things