Market Research on Pepsi

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  • Topic: Sampling, Sample, Stratified sampling
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  • Published : December 9, 2012
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A study on the various factors affecting consumer’s buying behaviour of Pepsi and its brand personification in Gurgaon.

Submitted by
Aamer RushnaiwalaPriyanka KawatraShakeb KhanTanuj AroraMeenakshi MishraSudeepta Barua

IILM INSTITUTE OR HIGHER EDUCATION, GURGAON
Sector 53, DLF Golf Course Road, Gurgaon-122003

DECLARATION

This report is submitted after thorough collection and analysis part for the subject Market Research undertaken in the fourth term from 1st February 2012 to 20th March 2012. The project was done in order to identify various factors affecting consumer’s buying behaviour of Pepsi and its brand personification in Gurgaon . We, Aamer Rushnaiwala, Priyanka Kawatra, Meenakshi Mishra, Shakeb Khan, Tanuj Arora & Sudeepta Barua; Students of IILM Gurgaon, 1st year, Seminar 1, Group 5 have undergone careful Market Research on various factors affecting Pepsi & its personification. This is our original work and has not been submitted earlier to IILM or to any other Institution for the fulfillment of the requirement for any course of study. We also declare that no chapter of this manuscript in whole or in part is lifted and incorporated in this report from any earlier/other work done by me or others.

Place: Gurgaon (Haryana)
Date: 30-March-2012

ACKNOWLEDGEMENT

We hereby thank Ms Smitha Girija for extending support & providing us with this unique opportunity to explore acedamic interests in the field of ‘MARKET RESEARCH’. It has been very enriching & enlightening experience to work under her valuable guidance. We would like to thank our entire faculty for the knowledge they have shared in compiling the project and ectended guidance. Finally, we also extend gratitude to friends & family members for extending their constant support & for being a source of encouragement during the project. Perfect & precious guidance, hardwork, single-minded dedication and full encouragement helped us to complete the research successfully. We are also thankful to those who helped intellectually in preparation of this project directly or indirectly.

Aamer Rushnaiwala
Priyanka Kawatra
Shakeb Khan
Meenakshi Mishra
Sudeepta Barua
Tanuj Arora

CONTENTS
TopicPage No.

Chapter I
1. Introduction08
2.1 Significance of Study09
2.2 Review of Literature09-11
2.3 Objective of the study11
2.4 Methodology 11-12
2.5 Limitation of study12-13

Chapter II
2. Research Design14
3.6 Type of research design14
3.7 Data collection from secondary sources15-17
3.8 Data collection from primary sources17
3.9 Scaling Techniques17-19
3.10 Questionnaire Development and pre testing19-21
3.11 Sampling techniques21-22
3.12 Field work22-23

Chapter III
3. Data Analysis
4.13 Demographic profile of the respondents
4.14 Data analysis of the problem

Chapter IV
Findings and Summary

Chapter V
Conclsion
4.

LIST OF TABLES

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LIST OF CHARTS/GRAPHS

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LIST OF ANNEXURE

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CHAPTER I

1. Introduction
Pepsi, the product that has given the world its best-known taste was born in United States, North Carolina, on May 8, 1898. PepsiCo is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. The net worth of Indian Beverage Industry is worth 13000 crore. Major players include Pepsi &...
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