A

PROJECT REPORT
ON

“A Study on the Role of Advertisements in

influencing consumer base of Coca-Cola”
SUBMITTED IN PARTIAL FULFILMENT OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

RANI DURGAVATI VISHWAVIDYALAYA, JABALPUR

UNDER THE SUPERVISION OF

Prof. SUNIL YADAV

SUBMITTED BY:
Rakesh Kumar Gupta

MBA IV SEMESTER
Enrollment No.-R18006A0420844 Roll No.21130589

SESSION: 2023

BADERIA GLOBAL INSTITUTE OF ENGINEERING AND

MANAGEMENT, JABALPUR
 BADERIA GLOBAL INSITUTE OF ENGINEERING AND
MANAGEMENT, JABALPUR
DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE OF HOD

This is to certify that the project report titled “A Study on The Role of Advertising in

Motivating Consumer Brand Preference for Coca Cola, India” Submitted by

RAKESH KUMAR GUPTA of MBA IV semester may be accepted towards partial

fulfillment of Masters of Business Administration with specialization in (FINANCE

/Marketing).

Date: Dr. Sheetal Kaur Ahuja

HOD-MBA

BGIEM, Jabalpur
 BADERIA GLOBAL INSITUTE OF ENGINEERING AND
MANAGEMENT, JABALPUR
DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE OF GUIDE

This is to certify that the project report titled “A Study on The Role of Advertising in

Motivating Consumer Brand Preference for Coca Cola, India” Submitted by

RAKESH KUMAR GUPTA (Roll No. 21130589 Enrollment No. R18006A0420844) of

MBA IV semester in partial fulfillment of the requirement of the degree of Masters of

Business Administration of RDVV has worked under my supervision and guidance. The

candidate is regular student of our institution.

This report is up to the standard both in respect of its contents and literacy presentation for

being referred to all examiners.

Date: Prof. SUNIL YADAV

BGIEM, JABALPUR
 BADERIA GLOBAL INSITUTE OF ENGINEERING AND
MANAGEMENT, JABALPUR
DEPARTMENT OF MANAGEMENT STUDIES

STUDENT DECLARATION

I RAKESH KUMAR GUPTA hereby declare that the project report entitled “A Study

on The Role of Advertising in Motivating Consumer Brand Preference for Coca

Cola, India” submitted in partial fulfillment of the requirement for the degree of Master

of Business Administration to Rani Durgawati Vishwavidyalaya, Jabalpur.

This is my original work and that no part of this report has been submitted for the award

of any other Degree, Diploma, Fellowship or other similar titles or prizes and that the

work has not been published in any journals or magazines.

Date: RAKESH KUMAR GUPTA

Roll No.- 21130589

Enrollment No. R18006A0420844

 BADERIA GLOBAL INSITUTE OF ENGINEERING AND
MANAGEMENT, JABALPUR
DEPARTMENT OF MANAGEMENT STUDIES

ACKNOWLEDGEMENT

It is with the sense of gratitude, acknowledge the efforts of several people who have
helped me directly and indirectly to conduct this project work. I would like to express my
special thanks of gratitude to my research guide Prof. SUNIL YADAV of department of
MBA for her valuable suggestions and guidance for giving me the golden opportunity to
do this wonderful research project on the topic, “A Study on the Role of Advertisement
in Influencing Consumer Base of Coca Cola” . Without whom I would have got this
exposer of learning and all other faculty members for their valuable support and
counselling, constant help and guidance without which the completion of the project
would not have been possible. Also, I would like to thank my parents and friends who
helped me a lot in the preparation of this project. I wish to acknowledge the help of all
those who have provided me the information, guidance and other help during my research
period.

Date : RAKESH KUMAR GUPTA

MBA 4th SEM
BGIEM, JABALPUR
 INDEX

Sr. No. Particular Page No.

1 Executive Summary 1

2 Objectives of the study 2

3 Introduction of Topic 3

4 Company Profile 12

5 Data Analysis & Interpretation 16

6 Findings 25

7 Suggestions 27

8 Conclusion 28

9 Bibliography & Webliography 29

 EXECUTIVE SUMMARY
When the rapid growth of various brands in India has led to a tight competition and
consumers are faced with brand choice in the market, it becomes necessary for
manufacturers to understand the major factors attracting buyers to his own brand. The
survey examined the role played by media on consumer brand choice of Coca-Cola
(carbonated beverage brand). Results revealed that the age group of consumers does
not have significant effect on reception of advertising by Coco-Cola. It also showed that
the consumers preferred Coca-Cola more than other brands of carbonated beverages.
The major reason for brand preference is advertisement. Internet and TV advertising
was most preferred among all the media used. High preference for advertisement is
highlighted for companies that want not only to retain their market but also to increase
their market share.

The project has been undertaken with an objective, to understand the influence of the
advertisement, in consumer brand preference, towards soft drinks product. It also
identifies the in fluence of communications, in the advertisement. The existing
positioning of the prominent brands and the perceptions among different segment were
also covered under the study. The brand loyalty and switching were also studied. It also
studies the essential for a marketer to find out the extent to which the advertisement
creates positive change in preparing the brand of the company.

1
 OBJECTIVES OF THE STUDY

 Examining how different internet advertisements are perceived in a positive way

 Identifying the influence of persuasive techniques

 Understanding the influence of different advertising factors in boosting

sales

 Determining the primary source of information about soft drinks

2
 INTRODUCTION OF TOPIC
The importance of sales on business survival and the connection between customers
and sales, it is expedient for organizations to engage in programs that can influence
consumers ‘decision to purchase its products. This is where advertising and brand
management are relevant. Advertising is a subset of promotion mix which is one of the
Four ‘P‘s in the marketing mix i.e., product, price, place, and promotion. As a
promotional strategy, advertising serves as a major tool in creating product awareness
and conditions them into a potential consumer to take eventual purchase decision.
Marketers ‘survival depends on consumer satisfaction. Consumer satisfaction depends
on their perception and brand preference of the brand. In brand preference, advertising
plays a major role. Nearly everyone in the modern world influence to some degree by
advertising. Organizations in both public and private sectors have learned that the
ability to communicate effectively and efficiently with their target audiences is
important to their success. In today ‘s world, there are a myriad of media outlets-print,
radio, and television are competing for consumers ‘attention.

There are number of creative and attractive advertisements we can see and hear in
television, Radio, newspapers and in magazines. Within these media, television
advertisements are more attractive and interestingly watched by mass audience. It has
often been said that television is the ideal advertising medium where the consumer
spends the most “attentive” time. However, the main thing here is, the marketer wants
to identify the influence of advertising in consumers brand preference. Nowadays soft
drinks have become essential part in lifestyle of the people in the society. There are
number of soft drink brands are available in the market. In those brands, some brands
are very famous notonly in India but also globally. For the research purpose Coca-Cola,
Fanta, Elephant, and Oleare selected.

3
These are the most preferred brand of the consumers in India. For these brands,
different advertisements are available in Television. Some brands ‘advertisements are
more attractive than others are and some are new creative advertisements. There is no
any television advertisement regarding Pepsi during the research period. Therefore,
Pepsi was not taken into consideration.

It is very hard to find people who never consume any brand of soft drink. Everyone in
the society prefers a particular brand. We can see frequent advertisements for soft
drinks in Television. Companies spend much on their advertisements to attract more
customers. So,it is very important to study its ‘influence in consumer brand preference.
Problem statement There are numerous advertisements in Medias; television, radio,
newspapers, and magazines but, the important question for a marketer is ―do all these
advertisements positively influence the consumers ‘brand preference? If advertisement
is not creating any positive change in consumers ‘brand preference, all the resources
such as money, timeand efforts spent on advertisement will go in vain. Therefore, it is
essential for a marketer to find out the extent to which the advertisement creates
Positive change in preferring thebrand of the company.

Advertising

Advertising is a promotional activity which aims to sell a product or service to a target

audience. It is one of the oldest forms of marketing which attempts to influence the
actionsof its target audience to either buy, sell, or do something specific. Using a highly
tailored message the advertisement can be niche (targets a small audience) or general
(targets a large audience).

Advertising is a lot older than most other marketing activities like email marketing
and Search Engine Marketing. Since the internet has become the norm, advertising
has beendivided into two fields: traditional advertising and digital advertising.

4
Traditional advertising relates to print, TV, and radio advertisement that has been
popular for over 150 years. Print advertising is the most effective advertising for
businesses as it revolves around a target audience personally receiving the
advertisement through flyers, newspapers, and the mail.

Digitaladvertisingrevolvesaroundanyadvertisingactivitiesonlinelikedisplay advertising,
PPC, Social Media advertising, etc. This form of advertising is cheaper and easier to track
soit has become a more widely used form of marketing.

IMPORTANCE OF ADVERTISING IN MARKETING

Product Advertising

Creating product advertisements is an important first step in a product lifecycle. It acts

asan introduction to a product and can be a great way to get your brand name out into
the world.

Creating demand

Before a product is produced, sales projections are calculated in order to rationalize

the cost of production. Once a product is created sales need to become reality and
effective advertisements are the way that businesses can introduce the product to
the world.

Control and Track

Digital advertising has become a science today. Companies can be highly targeted and
can track every conversion from an ad with the click of a button. This control and
traceability make advertising super important in marketing for the likes of attribution
modeling and conversion rate optimization (CRO).

5
Competition

Advertising allows you to pit your business against your competitor on a public
stage. How you and your competitor react is hugely important as it shapes the
market. As part of an aggressive marketing campaign, promotional advertising
alongside your competition can equal big wins quickly.

Types of Advertising

Traditional Print Advertising

Whether in a magazine, newspaper, periodical, or a flyer, print advertising is an

effective way to get your name out there.

Billboards

Towering over cities across the world billboards can be static or moving product
advertisements for almost anything.

Television Advertising

Television advertising was the most popular way of getting a product in front of
people for over 50 years. Its appeal has only declined slightly since digital and
mobile marketing hit the scene. This makes it a great channel to get your brand
name out there.

Radio Advertising

Radio advertising, although solely audio, with no imagery to pair with it, is still
very effective. There are two distinct audiences: the older audience and those
who listen to the radio on their work commute. Creating ads that are short and
straight to the point will keep listeners interested; anything more will
overwhelm them.

6
Digital Advertising

Social Media Advertising

Social Media platforms have grown in popularity and, with this new trend, came
advertising on the platforms. Placing promotional ads on these well-liked sites is
great as you can target demographics more closely than ever before. You can
chooseyour age bracket, interests, locations, and so much more with only a few
clicks.

Search and Display Advertising

Search Advertising Search engines have capitalized on effective advertising also

with the use of search and display ads that are tailored to keyword searches. This
form of promotional advertisement is great for retargeting and remarketing to
people who have already been on your website.

Mobile Advertising

Mobile use has grown tenfold in such a short period of time that it is no surprise
thatadvertising has been introduced as part of it. Mobile-first advertising could
include SMS ads, app ads, and website advertisements aimed at mobile users. The
options are endless when you are marketing to an audience who are always on
their device.

Popups

Websites are always trying to get more conversions and sales in the pipeline.
Effective ads are the way to achieve this. Using popups that include calls to
action are a great idea. Entice someone back to a page when they are about to
leave through an exit popup. Popups that provide discount codes or a link to the
exact product you are searching for can make all the difference to a potential
customer.
7
For ecommerce stores to appeal to as many people as possible you need to
identify a solution to an everyday problem. Using effective ads, the solution
should be easy to see. Depending on the platform you are advertising on, people
might only have a few seconds to decode your message. The above image of an
IKEA advertisement is a great example of an easy to see solution to the issue of
space and clutter. It is location specific and acts as a two-subject advertisement as
IKEA is also launching a new store in Sheffield. Both messages are clear and do
not overlap.

BRAND PREFERENCE

Brand preference is crucial for businesses looking to create repeat customers out
of their target audience as it creates awareness and helps businesses to develop a
strongreputation.

Without effective branding, products will sit in the shadow of their competitors
asconsumers may lack awareness or opt for more well- known alternatives.

As a long-term strategy, establishing brand preference helps to increase revenue,

profit, and market share. It also plays a role in building brand equity which
determines a brand ‘s popularity and strength in the market against competitors.

Market research helps uncover consumers motivations, and their wants and needs,
helping businesses to drive thebrand preference of their products.

8
The power of brand

Brand encompasses all aspects of a business ‘image, including packaging,

advertising claims, customer touch points, and marketing communications.

It is important for businesses to establish branding because whether consciously

ornot, consumers directly relate a brand to the product itself.

Well-established brands reap several benefits, such as:

Higher customer preference: Customers are more likely to choose a product from a
brand they know and will often become loyal to a particular brand if they trust its
products and feel its qualities match their needs, e.g., value, quality, reliability.

Increased market share: A powerful brand will stand out in the market against its
competitors, using its differentiation to gain (and maintain) market share by
presenting consumers with a unique vision that other brands do not offer.

Easier product launches: Introducing a new product to the market is much easier
forestablished brands, as the business does not need to use as many resources to
build awareness and trust, relying instead on existing customers for support.

Well-established brand

We see the power of brand at work through large companies with products in
highlycompetitive contexts. For example, Apple holds the majority of market share
for smartphones with the iPhone, with its branding playinga major role in this.

Consumers perceive iPhones as innovative, reliable, and at the forefront of

technology Apple drives this image through its sleek packaging, premium pricing,
knowledgeable customer service, and inspirational messaging.

Despite the relatively higher price of the iPhone compared to some of its
competitors, Apple customers are loyal9 to the brand because it represents
values that align withtheirs, such as lifestyle and beliefs — not just the product.
Brand equity vs. brand preference

Consumer perception of a brand‘s value is referred to as brand equity, for

example, a highly recognized brand that is known for producing quality products
is said to have positive brand equity.

To achieve positive brand equity, businesses must first establish brand

preference by using strategic promotional, marketing, and advertising techniques
that appeal totheir target audience.

Brand equity is developed over time as a consumer ‘s relationship with

the brand developments and is consists of three elements:

Brand awareness: Do consumers know about the brand? Businesses must draw
attention to their brand and ensure consumers know what it is and what it stands for.
Higher visibility will increase familiarity and in turn, increase intent to buy.

Brand associations: How do consumers feel about the brand? Brands elicit
certain feelings and attitudes and these need to be communicated accurately to
differentiate a product for its competitors and resonate with the target audience
‘s wants and needs.

Brand loyalty: Will consumers continue to purchase the brand? Consumers tend
to find brands they like and stick to them, meaning brand loyalty is an important
aspect to get right. Ensuring all elements of branding are consistent and align
with the targetaudience is key to gaining brand loyalty.

Brand Equity

Brand preference indicates the degree to which a consumer is inclined to use a

particular brand ‘s product instead of a competitor ‘s and contributes significantly
10
to brand equity. It is important for businesses to constantly measure and assess
their brand preference as it reflects their marketing.
Brand preference

Survey research helps uncover consumer preferences such as desired brand

values, brand perception, and psychographic data, which is useful for building
consumer profiles and segments. This information is then used to create brand
ideas which can be further adjusted through concept testing to gauge consumer
perception.

It is so important to regularly conduct surveys to measure brand preference as

consumer trends change quite frequently and businesses must keep up or risk
fallingbehind competitors.

11
 COMPANY PROFILE
The Coca-Cola Company (NYSE: KO) is a total beverage company with products
soldin more than 200 countries and territories.

Our company’s purpose is to refresh the world and make a difference. Our
portfolio of brands includes Coca-Cola, Sprite, Fanta, and other sparkling soft
drinks. Our hydration, sports, coffee, and tea brands include Dasani, smart water,
vitamin water,Topo Chico, Powerade, Costa, Georgia, Gold Peak, Honest, Aya taka,
and Body Armor. Our nutrition, juice, dairy and plant-based beverage brands
include Minute Maid, Simply, innocent, Del Valle, fair life, and Ades.

We ‘re constantly transforming our portfolio, from reducing sugar in our drinks
to bringing innovative new products to market. We seek to positively impact
people ‘s lives, communities and the planet through water replenishment,
packaging recycling, sustainable sourcing practices and carbon emissions
reductions across our value chain. Together with our bottling partners, we
employ more than 700,000 people, helping bring economic opportunity to local
communities worldwide.

Logo and its meaning

The brand ‘s history began when John Stith Pemberton, the inventor of the beverage,
turned to his book accountant – Frank M. Robinson, to help him brand his creation.
Frank immediately suggested the simple and mark-hitting Coca-Cola . The marketing
strategy created a boom, and one year later Frank came up with the first logo – the
handwritten name of the company.

12
 Logo of Coca-Cola India

The handwriting has proved to be an eternal element, as it has come through the
numerous logo modifications unchanged except for the color. The logo of Coca-Cola is

the same with the attached country name, for India.

Mission

Coca-Cola ‘s mission statement is ―to refresh the world in mind, body, and spirit, to
inspire moments of optimism and happiness through our brands and actions, and to
create value and make a difference. ‖ Coca-Cola is a company that focuses on leaving a
legacy wherever it operates. The company highly values making a difference in
individuals and communities, while at the same time letting them enjoy the great tastes

of its products.

Revenue and Growth

Coca-Cola India's revenue from operations rose 2,741.54 crore in 2019-20, up 18.63%
during 2019-20 as compared with ₹2,310.92 crore a year ago. While its other income
had
contributed ₹70.52 crore to the financial year ended March 31, 2020.

NARTD beverages have enormous growth potential in India. Coca-Cola India has
registeredunit case volume growth in India for the past 23 quarters, 17 of

13
which have seen double-digit growth. Two of the Company's core sparkling brands -
Thumps Up and Sprite - are the country's top-selling soft drink brands while brand
Coca- Cola is one of the country's fastest-growing sparkling brands, most recently
reporting 27 percent growth in the first quarter. In the still beverage category, Coca-
Cola's Mazza is India's largest selling juice drink.

Investment

The Coca-Cola system has already invested more than US $2 billion in India since it re-
entered the country in 1993. Today's announcement brings the total investment number
to US$7 billion since reentry into India. The Coca-Cola India system currently directly
employs more than 25,000 people and is estimated to have created indirect
employment for more than150,000 people in related industries through its vast
procurement, supply chain and distribution system. The investments announced today
by Coca-Cola will further catalyze economic growth and create new opportunities for

local communities.

Competitors

Coca-Cola and Pepsi have been losing share to local rivals, including Parle, Dabur and ITC,
in the aerated-beverages segment even as the global soft-drink giants introduced more
fruit- based and healthier products to reduce their reliance on sugary sodas, in India.

Coca-Cola India - Challenges Faced

A debate over water usage, accusations over pesticide content and sweeteners, as well
as more general concerns in India over the unhealthiness of fizzy drinks are plaguing the
brand. ―Coca- Cola has had a cheered history in India, says N Chandramouli, a brand
expert and chief executive of Trust Research Advisory, a data insights company in India.

14
In the past month, Atlanta-based Coca-Cola and its rival PepsiCo have been boycotted by
retailers in the southern Indian state of Tamil Nadu, while traders in Kerala have
followed suitand decided to favor local beverages such as lime soda and coconut water,
amid accusations that the multinational companies are exploiting scarce water
resources in the drought-hit states.

Meanwhile, the food and drug administration in Maharashtra a week ago asked
McDonald‘s to stop selling Coke Zero across its outlets in the state because of concerns
over artificial sweeteners and a lack of warning displayed on the product

In the past, the brand has had several turbulent experiences in India. Coca- Cola withdrew
from the country in 1977 after a new government insisted that the company partner with a
local firm. The cola maker did not return until 1993, post-liberalization, as India began
opening up the economy to foreign investment.

Coca-Cola India – Future Plans

Coca-Cola is working on reducing the sugar content in its beverages in three to four
years and has already reduced it in Thumps Up and Mazza to below six grams, T
Krishnakumar, president-India and Southwest Asia of Coca-Cola, said. All new
launches by the company won‘t have more than six grams of sugar in the next three
and a half to four years, he said.
“Most of our new products which were expanded come with sugar levels, which are much
below what has been prescribed by the WHO.”

Coca-Cola had earlier committed an investment of $1.7 billion by 2023 to grow what it
callsthe fruit circular economy in India. As a part of this, it wants to invest in the entire
fruits supply chain—right from working with farmers to grow high-quality fruits to
processing them for fruit-based drinks and creating a line for finished products to be
marketed in India.

15
 DATA ANALYSIS AND INTERPRETATION

Ranking of different internet advertisements most liked.

Options Percentage
1- Rectangular banner 40%
2- Skyscraper 20%
3- Sponsored ads. 20%
4- Pop ups 10%
5- Others 10%

Sales

10%

10%
40%

20%

20%

Rectangle Banner Skyscraper Sponsored Ads Pop Ups Others

Source – www.marketingguru.com

The chart clearly indicates that most ranked first to rectangle banner, 20% said sky scraper or
sponsored ads while 5% were stuck to pop-ups and others.

16
 Influence of persuasive techniques like ‘Shop Now’, Discount Offers etc.

Response Percentage
1- Unaffected 20%
2- Influenced 70%
3- Undecided 10%

Sales

10%
20%

70%

Unaffected Influenced Undecided

Source – www.marketingguru.com

Above analysis showed that most (70%) agreed that purchase behavior is influenced by
words of persuasion like shop now, discount offers, apply now etc.while 20% unaffected
with the statement and 10% undecided as to whether they were influenced or not.

17
 Influence of different advertising factors

Advertising Factor Percentage

1- Picture 10%
2- Symbol 20%
3- Message 10%
4- Celebrity presence 40%
5- Slogan 20%

Sales

10%
20%

20%

10%
40%

Picture Symbol Message Celebrity Presence Slogan

Source – www.marketingguru.com

Most (40%) found celebrity presence as the most attractive factor in advertisement where as
20% agreed with slogan and symbol as the important factor.

18
 Source of information about the soft drinks

Source Percentage
1- Advertisement 70%
2- Friends 10%
3- Salesman 10%
4- Self exploration 10%

Sales

10%

10%

10%

70%

Advertisement Friends Salesman Self Exploartion

Source – www.marketingguru.com

According to most (70%) advertisement is the biggest source of information about the soft
drinks, 10% each agreed with the friends, salesman and self-exploration as the source of
information about the products.

19
 Motivating factors for various customers to purchase soft drinks

Factors Percentage
1- Good Taste 60%
2- Intense Energy output 20%
3- As a digestive aid 10%
4- Nutritional Value 10%

Sales

10%

10%

20% 60%

Good Taste Intense Energy output As a digestive aid Nutritional Value

Source – www.marketingguru.com

According to most (60%) good taste is the greatest motivating factors to buy soft drinks, 20%
had intense energy output as the biggest motivating factor, whereas motivating factors for 10%
each were use as a digestive aid and the nutritional value.

20
 Most preferred type of ad layout on homepage

Layout type Percentage

1- Big type layout 20%
2- Copy heavy layout 20%
3- Multi Panel layout 10%
4- Big picture layout 40%
5- Framework layout 10%

Sales

10%
20%

40% 20%

10%

Big Type Layout Copy Heavy Layout Multi Panel Layout

Big Picture Layout Framework Layout

Source – www.marketingguru.com

According to most (40%) big picture layout is preferred regarding type of ad Layout on
homepage where as 20% each agreed with big type layout and copyheavy layout and 10% each
preferred multi panel layout and framework layout.

21
 Occasion of soft drink consumption

Reasons Percentage
1- Parties and celebrations 56%
2- With fast food and Dinner 24%
3- Feeling of thirst 14%
4- Others 6%

Sales

6%

14%

56%
24%

Parties and celebrations With Fast Food and Dinner Feeling of thirst Others

Source – www.marketingguru.com

According to most (56%) parties and celebrations are the biggest occasions for
consuming soft drinks whereas 24% feel that soft drinks are consumed with fast food and
dinner. 14% believe that thirst is the reason and rest 6% agreed with some other reason to
consume soft drinks.

22
 Reasons of being attracted to the site

Options Percentage
1- Discount offers 40%
2- Features 24%
3- Promotions 10%
4- Colors used 36%
5- Price 10%

Sales

10%

40%

36%

10% 24%

Discount Offers Features Promotions Colors used Price

Source – www.marketingguru.com

According to most (40%) discount offers are the factors that attracts most towards the site,
while 36% says the various colors used attract the most, 24% are attracted by features of the
products and rest 10% each are attracted by the promotions and price of the products.

23
 Most effective methods of advertisements

Options Percentage
1- Newspaper 24%
2- Television 32%
3- Internet 36%
4- Others 8%

Sales

8%

24%

36%

32%

Newspaper Television Internet Others

Source – www.marketingguru.com

According to most (36%) internet is the most effective way of advertisement. Nearly 32%
believes television and 24% believe that newspaper is the most effective way of
advertisement. Rest 8% agreed with some other ways of effective advertisement.

24
 FINDINGS
 Data indicates that most preferred rectangle banners, 20% said sky scraper or
sponsored ads while 10% stuck to pop-ups and other internet advertisement.
 Analysis showed that most agreed that purchase behavior is influenced by words of
persuasion like shop now, discount offers, apply nowetc. while 20% disagreed with
the statement and 10% were not sure about it.
 Most found celebrity presence as the most attractive factor in an advertisement
whereas 20% agreed with slogan and symbol as the important factor.
 According to 70%, advertisements are the biggest source of information about soft
drinks whereas out of the remaining 30%, 10% each agreed with the friends,
salesman and self-exploration as the source of information about the products.
 According to 60%, good taste was the greatest motivating factor to buy soft drinks
20% had intense energy output of the drink as the biggest motivating factor and 10%
each described nutritional value and use as a digestive aid as their greatest
motivating factors to buy soft drinks.
 According to 40% big picture layout is the most preferred type of ad Layout on
homepage where as 20% agreed with big type layout and copy heavy layout where
as 10% each preferred multi-panel layout and framework layout.
 According to 56%, parties and celebrations are the biggest occasions for consuming
soft drinks whereas 24% felt they consumed it with fast food and dinner. 14% believe
that thirst is their primary occasion for consuming softdrinks and rest 6% agreed with
some other occasions.
 According to most, discount offers are the factors that attract them towards the site,
while 36% say the colors used and 24% say that features of the products were their
reasons of being attracted while 10% each were attracted by promotions and price of
the products.
 According to most, viz. 36%, internet is the most effective way of advertisement.
Nearly 32% believed television and 24% believed that newspaper is the most
effective way of advertisement and rest 8% agreed with some other ways of effective
advertisement.

25
 SUGGESTIONS
 Processors and Products of Branded products should implement
modern marketing concepts that focus on the customer’s needs and
wants

 Product marketing should understand (and implement accordingly) how

changing consumer preference and promotional programs have altered the
demand for various branded products.
 Processors and producers of branded of the products should pay more attention
to promotional activities that creates awareness about the nutritional value of
different branded types of soft drinks, thus increasing the demand for new
innovative products.
 Branded companies should focus on strong implementation of the marketing
mix in ways that serve both the customers and the company.

26
 CONCLUSIONS
 Customer satisfaction is a measure of how products and services supplied by an
advertisement company meet or surpass customer expectation. Advertisements
entered in the marketing industry in a time where already a no of products are
capturing the market and making their place. But the creative and innovative
strategy of advertising makes a huge impact in the market. Advertisements cross
million customers within a limited time. The study indicates that customers are
highly satisfied with the Branded products.

 The strategies of advertising attract many new customers. They provide high
preference to customer satisfaction. Advertisements make lot of opportunities
for commercial products also. An advertisement involves whole media and
hugely impacts customer attention.

 Many consumers do not buy whatever is available or affordable. If a product is

good value for its price, it will command brand loyalty. Advertising helps in
projecting product quality and value before the consumers. This study revealed
that Internet iscurrently the most potent of all media used in advertising a product.

27
 BIBLIOGRAPHY & WEBLIOGRAPHY
Books

 BERI. G.C(2000) ― Marketing Research Tata Mc Graw

Hill‖Publishers Company Ltd. 3rd Edition

 GALLAGHER J. WILLIAM (2005), ‖Report Writing for

Management‖,Wesley Publications edition.

 KOTHARI C.R. (2003), Research Methodology Vishwa

Prakashan publishers, 2nd Edition.

 PHILIP KOTLER, ―Marketing Management Personal Education

PvtLtd 11th edition.
 S. A. Chunawalla- Advertising and sales promotion management, 2015.
 Mahendra Mohan- Adverting management concepts and cases, 2017

Webliography

 www.marketingguru.com
 https://www.coca-cola.com/
 MarketReasearch.com
 MarketingPower.com

Journals

 PL Alreck, RB Settle- journal of product and brand management, 1999-

emerald.com
 SPatra, SK Dutta- journal of marketing and communication,
2012-search.ebscohost.com
 Z Jin, B Chansarkar, NM kondap- Asia pacific journal of marketing
andlogistics 18(4), 283-302, 2006- emerald.com
 D Howard, R Kerin- Journal of product and brand management, 2013-
emerald.com

28