Amity Business School
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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 4 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 like the way of sitting, the way of talking and the way of impress to others, which is very important in MBA student, the summer trainee is going to be manger in the organization. So being a MBA student I did my summer training in Pepsi co India holding ltd. In Lucknow. A project was given me and the topic was “Consumer behavior in juice industry.” In my project I was suggested to analysis consumer behavior of Tropicana through questionnaire and was suggested to make a good project report so that it can helpful for the organization . 7 OBJECTIVE This project intends to the study of consumer buying behavior at modern project covers various aspects like consumer behavior, their expectation, need requirement, present satisfaction level, factor affecting their shop choices and degree of consumer loyalty for Tropicana in Lucknow. The objectives of the project are: • To find out the existing competitors of Tropicana. • To find out the important factor that affecting customer satisfaction. • To find out the consumer perception about packed juice. • To find out the determinants of Tropicana loyalty of consumer in Lucknow. 8 SCOPE The research work aims at studying the sales of Tropicana and other packed juice is being used by different people and thus finding the market position of Tropicana and their competitors. While studying this we have to analyze whether the customer are satisfied or dissatisfied by the company of packed juice and what are the reasons of satisfaction or dissatisfaction? And if the consumer is dissatisfied , there reason could be known so that if possible Tropicana could go on in future to provide the customer with its solution, which would be free of all the reason of dissatisfaction. 9 Company Introduction 10 INTRODUCTION Any drink that is not hard liquor can be referred to as a 'soft drink' however, in this piece 'soft drink' refers to carbonated, sweetened beverages also known as soda or soda pop. Why did people want to drink carbonated water? Well, because bubbling water was equated with health. Mineral baths had been popular at least since the times of the ancient Romans. If the waters were good to soak in, the reasoning went on how much better for you to drink. Scientists searched for the mysterious cause of these bubbles, and then, determining carbon dioxide to be the answer, sought a way to infuse plain water with this gas. Thanks to the efforts of such scientists as Joseph Priestley and John Nooth, this feat was accomplished. Carbonated water was for sale by the end of the 1700s; this is how pharmacies, which will prove important later, get into the picture, by being the supplier of the health-inducing carbonated water. The urge to flavor this sparkling water came quickly. And the ability to add flavors were keeping pace; in 1784 citric acid was developed from lemon juice. By 1833, carbonated lemonade was for sale in England. Forty years later, ginger ale became a popular drink; clear, rather than cloudy like ginger beer, it was a more attractive beverage. Lemon's Superior Sparkling Ginger Ale has the distinction of receiving the first US trademark registration in 1871. 11 Four years later, in 1875, pharmacist Charles Hires and his bride spent their honeymoon at a New Jersey farm, where they enjoyed an herb tea made largely of wild roots. The next year, after experimenting with these flavors on his own, he offered his "Hires Root Beer Extract" at the Philadelphia Fair. By 1886, it was available in bottles. 1886 is a key year for soft drink history for other reasons too: Coca-Cola, Dr Pepper, and Moxie were all introduced to the pharmacy-going public. Jacob's Pharmacy of Atlanta, Georgia, became the debut site for Coca-Cola. Conceived of as a headache remedy by pharmacist John Pemberton, the syrup was sold on a trial basis to William Venable, the counterman at Jacob's. Venable added a shot of the syrup, made in part from the leaves of the coca plant and the caffeine-laced juice of the kola nut. In his first year of business, Pemberton made twenty-five dollars, which didn't quite pay for the almost seventy-five dollars he spent in advertising. Moxie, which rivals Coca-Cola in these early years, was the drink with a difference--the main ingredient is not carbonated water, but rather, the herb gentian. It's an acquired taste. The Old Corner Drug Store in Waco, Texas, introduced the artificially flavored black cherry drink called Dr. Pepper, the "King of Beverages, Free from 12 Caffeine". (Caffeine would be added later.) There are, according to the Dr. Pepper Museum, fifteen stories that tell who developed it and how the drink was named. Most agree that either Robert Lazenby, a chemist and Wade Morrison, the pharmacy owner, created the drink. Whatever the facts, the two quickly became partners in the beverage business. The name allegedly comes from confederate army doctor Charles Pepper, the man that refused to permit Morrison to marry Miss Pepper. A few years later, Clicquot Club Ginger Ale, named for famous Champagne, became the first nationally advertised soft drink. In 1903, Pepsi-Cola, created as a cure for dyspepsia, went into business. Royal- Crown Cola debuted in Columbus, Georgia in 1905. Canada Dry Ginger Ale was introduced in 1908 by John McLaughlin. Its appeal was largely in its pale color; earlier ginger ales had been dark. First World War nearly shut down this burgeoning industry; the US Food Administration deemed it inessential, especially in the face of the severe sugar shortages. Prohibition (1920-1933) gave it a big push, however. Once hard liquor was no longer legally available, consumers that desired a flavourful drink increasingly chose these carbonated beverages. In addition, the advent of sixpacks of bottled sodas helped the drink find a place at home, as opposed to only being consumed at the local pharmacy or restaurant.