A STUDY ON BRAND AWARENESS OF COCA COLA

A Project Submitted to -

University of Mumbai for partial completion of the degree of

Bachelor of Management Studies

Semester 3

By

NAME: - SHASHANK GADGE

ROLL NO. - 7466

Under the Guidance of

Khan Shafiqua

Mahatma Education Society’s

Pillai College of Arts, Commerce and Science

(Autonomous)

2022-2023

DECLARATION

I the undersigned Mr. SHASHANK GADGE here by,

declare that the work embodied in this project work titled “A STUDY ON

BRAND AWARENESS OF COCA COLA”,

forms my own contribution to the research work carried out under the guidance

of

KHAN SHAFIQUA is a result of my own research work and has

not been previously submitted to any other University for any other Degree/

Diploma

to this or any other University. Wherever reference has been made to previous

works

of others, it has been clearly indicated as such and included in the bibliography.

I, here

by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Name and Signature of Learner

(SHASHANK GADGE)

Acknowledgment

To list who all have helped me is difficult because they are so numerous and the depth is so

enormous. I would like to acknowledge the following as being idealistic channels and fresh

dimensions in the completion of this project. I take this opportunity to thank the University of

Mumbai for giving me chance to do this project.

I would like to thank my Principal Dr.Gajanan Wader and Coordinator Dr.Shaikh Farhat Fatma

for providing the necessary facilities required for completion of this project.

I would also like to express my sincere gratitude towards my project guide Ms. Khan Shafiqua

Aseem whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference books and

magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in the

completion of the project especially my Parents and Peers who supported me throughout my

project.

CHAPTER 1 – INTRODUCTION

The Coca-Cola Company produces the carbonated soft drink known as Coca-Cola, or Coke.

It was created by John Stith Pemberton in Atlanta, Georgia, in the late 19th century. At first, it was
intended to be a patent medicine and sold as a temperance drink. Pemberton sold the ownership rights
to Coca-Cola in 1888 to a businessman named Asa Griggs Candler. Candler's marketing strategies helped
Coca-Cola dominate the global soft drink market throughout the 20th and 21st centuries. Two of the
drink's original components are referred to in its name: coca leaves and kola nut (a caffeine source)
Coca-Cola's current formula is still a closely guarded trade secret;

On the other hand, a number of published recipes and experimental recreations have been reported.
Coca-Cola has used the formula's secrecy in its marketing because only a few anonymous employees are
aware of it. The beverage sparked imitations and established a whole category of soft drinks: colas.

The Coca-Cola Organization produces concentrate, which is then offered to authorized Coca-Cola
bottlers all through the world. From the concentrate, filtered water, and sweeteners, the bottlers, who
have exclusive territory contracts with the company, produce the finished product in cans and bottles.
38 grams (1.3 oz) of sugar are found in a typical 12-US-fluid-ounce (350 ml) can, typically in the form of
high-fructose corn syrup in North America.

After that, the bottlers sell, distribute, and market Coca-Cola to restaurants, retail stores, and vending
machines all over the world. Additionally, the Coca-Cola Company sells concentrate for major restaurant
soda fountains and foodservice distributors.

Under the Coke brand, the Coca-Cola Company has occasionally introduced additional cola drinks.

Diet Coke is the most well-known of these, but there are also Caffeine-Free Coca-Cola, Diet Coke
Caffeine-Free, Coca-Cola Zero Sugar, Coca-Cola Cherry, and Coca-Cola Vanilla, as well as special flavors
with coffee, lemon, and lime. Coca-Cola used to be called that.

From July 1985 to 2009, classic, to differentiate it from "New Coke." Coca-Cola ranked sixth globally in
the "best global brand" study conducted by Interbrand in 2020. Coke products were sold in more than
200 countries in 2013 and consumers consumed more than 1.8 billion daily servings of the beverage.
Coca-Cola came in first. 87 on the Fortune 500 list of the largest corporations in the United States by
total revenue in 2018.

Candler set out to incorporate the Coca-Cola Company, the current corporation, in 1892. It was claimed
that Candler took the action of destroying the earliest records of the "Coca-Cola Company" during a
move to new corporation offices around this time in 1910.

Candler was forced to sell the beverage he made using his own recipe under the names "Yum Yum" and
"Koke" even though he had a stronger grip on Coca-Cola in April 1888. With his father's blessing, Charley
Pemberton was selling the elixir, which was a cruder mixture, under the name "Coca-Cola." By the
middle of 1888, Candler, an Atlanta pharmacist, was very anxious to establish a stronger legal claim to
Coca-Cola after both names failed to catch on for him. He also hoped he could completely drive out his
two rivals, Walker and Dozier.

On August 16, 1888, John Pemberton passed away suddenly. After that, Asa Candler made the decision
to move quickly in order to take full control of the entire Coca-Cola business.

Asa Candler was more disturbed than anyone else by the alcoholic and opium user Charley Pemberton.
After learning of Dr. Pemberton's death, it is said that Candler quickly maneuvered to acquire the
exclusive rights to the name "Coca-Cola" from Charley, the son of Pemberton. According to one of the
many accounts, Candler went up to Charley's mother at John Pemberton's funeral and offered her $300
in cash in exchange for the name's title. On June 23, 1894, Charley Pemberton was discovered
unconscious and holding an opium stick. Charley passed away at the age of 40 ten days later at Grady
Hospital in Atlanta.

In his 1950 memoir about his father, Charles Howard Candler wrote: He Asa Candler became the sole
owner of Coca-Cola on August 30, 1888, as stated on advertising copy, invoice blanks, and letterhead."

With this action on August 30, 1888, Candler's sole control became technically all true. Candler had
negotiated with Margaret Dozier and her brother Woolfolk Walker a full payment amounting to $1,000,
which all agreed Candler could pay off with a series of notes over a specified time span. By May 1, 1889,
Candler was now claiming full ownership of the Coca-

Cola beverage, with a total investment outlay by Candler for the drink enterprise over the years

amounting to $2,300.

In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888, came forward to
claim that her signature on the 1888 Coca-Cola Company bill of sale had been forged. Subsequent
analysis of other similar transfer documents had also indicated John Pemberton's signature had most
likely been forged as well, which some accounts claim was precipitated by his son Charley.

On September 12, 1919, Coca-Cola Co. was purchased by a group of investors for $25 million and
reincorporated in Delaware. The company publicly offered 500,000 shares of the company for $40 a
share.

In 1986, the Coca-Cola Company merged with two of their bottling operators (owned by JTL Corporation
and BCI Holding Corporation) to form Coca-Cola Enterprises Inc. (CCE).

In December 1991, Coca-Cola Enterprises merged with the Johnston Coca-Cola Bottling Group, Inc.

CHAPTER 2: - RESEARCH METHODOLOGY.

2.1.1: - Selection of topic

Based on the literature review, the study's research problem and methodology have been developed in
this section.

The market provides a key to real success, but only brands that are best suited to the current
environment, such as " imperative" that can meet the needs of the public and is ready to buy
immediately at the appropriate time.

This is true, but it also depends on the availability of high-quality goods, excellent service, and other
appealing qualities that create a golden opportunity for massive sales.

This also depends on a well-planned strategy that provides ample opportunities and products for sales in
the upcoming fiscal year.

2.1.2: - Objectives of study: -

Mainly the Study objective is to evaluate the consumer perception about the brand with

respect to Brand Awareness towards these brands. Following are the specific objectives of the

research -

1) To study the consumers preferences

2) To know which brand’s advertisement mostly people have seen.

3) To know the reason to buy cola drinks

4) To understand the factors affecting the awareness & purchasing of the brands of beverage

industry.

2.1.3: - Scope of study:

The company's backbone is always its customers. The way customers perceive a brand determines its
position in the market. In terms of consumer perception, consumers' brand loyalty and awareness are
deeply ingrained. As a result, brand loyalty refers to the extent and everything that a customer imagines
and thinks about a brand, whether it's good, bad, or commonplace. Additionally, as brand awareness or
a sense of connection to the brand is a factor that keeps consumers committed to the brand in
comparison to their rivals and keeps consumers to maintain your loyalty to the brand despite the
competition from other brands in the market. Customers become more connected to and loyal to a
brand when they begin to have positive perceptions of that brand.

Brands gain strength and popularity among potential customers as brand loyalty grows. As a result, a
significant area of research is the study of consumer perceptions of the brand and how they relate to
brand loyalty and awareness. Consumer perception of brands is the focus of this comparative study,
which examines marketing from the following perspectives:

1) Brand Awareness 2) Brand Loyalty

2.1.4: - Hypothesis:

Future purchasing decisions are affected by the perception of quality of any product or brand

along with its origin and other attributes. Consumer perception is typically affected by means

of awareness of a brand i.e., Advertising, Brand Reviews, PRs, Media, Personal experiences

and other channels.

2.1.5: - Limitations of study: -

The only limitation faced by the researcher in the course of carrying out this study was the

delay in getting data from the various respondents.

2.2.1: -Research Design: -

▪ My research design is survey method in which I survey a handful amount i.e. 5 to 6

people about their say in, whether they are aware about the brand coca cola

▪ The data will be interpreted in data analysis section.

2.2.2: - Method of data collection: -

▪ survey method

2.2.3: -Nature of data: -

▪ Primary data and secondary data, both are involved in this study.

2.2.4 Data Collection / 2.2.5 Sources of Data

In order to acquire information for conclusions and findings during this Study, different sources

are used which include the primary data and secondary sources. Primary sources Primary data

for the research is gathered through the following primary sources: Consumers of Coke

The data is collected through the questionnaires. Secondary sources Also some secondary

sources will be used to obtain the Secondary data i.e.

• Any previous research data

• Official statistics about Coke

• Brand Reviews/ Brand Official reports

2.2.6 Tools for Analysing Data

Questionnaires were the tool used to collect the data for the study. These questionnaires were made to
collect information about consumers' brand awareness, brand loyalty, and brand perception, as well as
any other relevant information. Sampling The consumers of soft drinks are the primary target population
for the study, and the subjects or target population chosen for the current study were Coca-Cola and
brand consumers. Individual consumers, households, students, professionals of varying ages, genders,
and social classes, and UAE residents were the subjects. The sample size was 50 in order to keep the
research time convenient and time-bound. This size of the sample was chosen to ensure that the data
would be easy to access and to collect sufficient authentic and reliable data. Method of Sampling
Despite the size of the sample population's target population due to Coca-Cola's widespread use,
However, in order to select samples with ease and convenience for a sample size of 50, the convenience
sampling technique was used. With this method, we can randomly select cases based on ease of access.
The following justifies the use of the convenience sampling method:

• Convenience of reaching to the sample population • Involves low cost of doing research

• Saving the time • To reduce the biasness effect • For fast, easy, cost-effective research

CHAPTER 3: - LITERATURE REVIEW

Theoretical Background

The way something is perceived, understood, or interpreted is known as perception. To put it more
succinctly, perception can be described as "the process by which individuals select, organize, and
interpret the input from their senses to give meaning and order to the brands surrounding them." This is
how perception is defined in marketing. The perceiver, ii., defines the components of perception. Iii. The
object of perception. Situation. Customer perception is defined as "a customer's impression, awareness,
and/or consciousness about a company or its offerings," according to the business dictionary. The
perception of a product or brand's quality, origin, and other characteristics influence future purchasing
decisions. Advertising, brand reviews, public relations, media, personal experiences, and other channels
typically influence consumer perception of a brand. Consumer perception is an essential attribute for
brand comparisons because it is influenced by how consumers conceptualize and think about brands. It
is always at the company's core.

It is essential because it has the potential to influence consumer loyalty and awareness of the brand,
which ultimately changes the consumer's decision to purchase the brand. Consumer perception,
awareness, and loyalty become increasingly significant aspects of any brand in terms of sales, finances,
advertising, etc. After gaining customers through awareness, a brand's success depends on its ability to
keep them loyal and maintain a positive brand image in their minds, which can influence consumer
behavior and ultimately affect the brand. As a result, brands spend a lot of money trying to raise
awareness and keep customers loyal to them. achieving perception through the setting of various goals
or actual quality. results in a global assessment that, in some instances, is typically made within a
consumer's evoked set, rather than a specific attribute of a product or brand. In addition, loyalty and
perception are not the same thing; rather, they are attributes that are related to one another because
there is a difference between perception, objective, and loyalty. According to Rajagopal (2008),
consumer perception has an impact on a brand's loyalty, and perception has an impact on a brand's
loyalty, which in turn has an impact on the level of brand awareness. Brand equity is created when
consumers become more aware of and loyal to a brand. The value of having a well-known brand name is
referred to in marketing as "brand equity." The idea is based on the idea that a well-known or more
widely known brand can make more money in the market than a less well-known brand. Customers
have a stronger perception of a brand is superior, is well-recognized, and becomes more well-known
and popular than the less well-known brand. The purpose of conducting comparative research on brand
awareness and loyalty is to assess consumer behavior, perception, and purchase decisions based on that
perception. Perception, a psychological factor, has a significant impact on any brand's purchasing
decisions or behavior.

In the end, the quality needs to be constantly measured and evaluated in light of consumer needs and
expectations in order to maintain brand loyalty or association. Extrinsic cues, which are generally more
influential than intrinsic cues like packaging, are those that help to spread awareness and the brand's
name. The researchers have previously agreed that liking a brand and purchasing it are influenced by
more than just sensory details. A consumer's decision to make a purchase is also influenced by non-
physical factors like price and brand name (Palumbo & Herbig , 2000). Therefore, the Erbil KRI will
conduct research on these two well-known soft drink brands in order to assess consumer perceptions of
brand awareness and loyalty. Additionally, the research will be extended to determine the further
connection between brand loyalty, awareness, and perception.

Empirical Studies

In his article, "An Analysis of Consumer Behaviour - A Case Study of Soft Drinks," he found that
respondents' interest in product advertisements and taste of the brand were the most important factors
in their purchase decision. Additionally, it was discovered that approximately 70% of respondents
frequently switched brands. According to Fan (2005), the study demonstrates that self-concept and
consumer brand choice decision are strongly linked. According to the findings of his study, "Consumer
preference for soft drinks in urban area of Coimbatore," Gold Spot is the beverage of choice for males,
while Thumps-up is the beverage of choice for females. According to Fills (2007), the study found that
popular drink brands sell more when representatives visit and advertise them. Customers' expectations
are directly influenced by the store's image, which may have an impact on how they evaluate a retailer's
actions and behavior in the future. More people buy soft drinks when they are satisfied with the quality.
According to the findings of the researchers, how satisfied customers are with dealers has a direct
impact on how satisfied customers are with the products. The product itself will benefit from
enhancements that enhance it.

Consumer satisfaction is influenced by the quality of goods, services, and products. According to Hiller
(2010), dealer involvement is essential for customer satisfaction. According to this study, Most of the
time, brand changes only happen when a product isn't available. The taste of a soft drink isn't the most
important factor in whether people buy it, but brand recognition in the market, health concerns, and
convenience are. Knox song says that a 2004 study shows that high price volatility for well-known goods
increases customer satisfaction. According to the study, consumers are more satisfied with goods with a
positive image when prices fluctuate frequently.

When selecting a soft drink, important considerations include the physical product's quality,
accessibility, brand name, and company reputation. According to Lalit and Paramjit (2013), the two
dimensions of physical quality and staff behavior have a positive effect on both consumer satisfaction
and congruence of desires. A brand succeeds in the market by raising awareness and satisfying
customers. According to the study, a company's brand has a significant impact on customer satisfaction.
Functional, emotional, and symbolic values are important and consistent predictors of customer
satisfaction. According to Pavithra and Subramani (2015), a great brand positioning is achieved when a
company's name is associated with it, such as Coca-Cola. Consumer purchase and satisfaction are
positively impacted by affordable quality. They discovered that a consumer's decision to buy a product
was positively correlated with the product's attribute. Product availability, flavor, taste, price, and brand
positioning all contribute to customer satisfaction (Munthree and Abrat, 2016).

CHAPTER 4: - DATA ANALYSIS AND INTERPRETATION

This section of our research study is containing the answers of the users of the coca cola that is collected
through questionnaire and then after analysing graphically presented with description of each question.

Figure 1: Gender of the consumer

Out of 100 consumers 28 % male and rest 72 % were female.

Figure 2: Occupation

In this question 20% people answered that they are professional and 5 % people were business man and
40 % people were under Government sector and rest 35 % people answered they are student.
Figure 3: Age

In this question out of 100 people %22 were in age 18-20 years they prefer to drink soft drinks and %78
in age 21-35 years were prefer to soft drinks.

Figure 4: Answers on Do you drink coca cola?

In this question % 95 of people they answered yes and 5% of the people they answered no .In this way
95 consumers out of 100 said that they prefer to coca cola whereas rest 5 consumers said no we don’t
prefer to drink coca cola .

Figure 5: Answers on Which cola drink do you prefer most?

Regarding this question out of 100 people 58 consumer said they like coca cola and 32 consumers said
they like and rest 10 consumer out of our sample that is 100, said that they prefer to 7 up.

Figure 6: Answers on “About Cola drink what do you like the most?”

Here in this question from 100 consumers, 15 consumers said they like brand name and 69 consumers
answered that they like the taste of coca cola and 8 consumers said that they like packaging of coca cola
whereas at end last 5 consumer said price is at their bottom priority.

Figure 7: Answers on “Have you seen any advertisement of any Coca Cola drinks?”

Regarding this advertisement question all consumers out of 100, all of them answered

that they have seen advertisement of coca cola.

Figure 8: Advertisement of which drink do you remembers the most?

In this question high percentage goes toward coca cola. 61 consumers said that coca cola

and 20 consumers said and 9 consumers selected for 7 up and 7 consumers for sprite
whereas at last 3 consumers said Fanta.

Figure 9: “What attracted you in the advertisement?”

In this question 78 consumers out of 100 selected creativities answer and 12 consumer

said brand ambassador whereas rest 10 consumers said idea of delivering the message.

So in this way majority said that it is attracted to them that is creativity.

Figure 10: Have you prefer to buy Coca Cola drink after watching the advertisement?

Regarding this question buying after advertisement 88 consumers out of 100 said yes whereas rest 12
consumers said no we are not buying coca cola after seen advertisement of it.

Figure 11: Which Drink is easily available near your access?

In this last question of our questionnaire regarding availability, most of the consumers

86 out of 100 said that coca cola is easily available through rest 14 consumers said is in

their approach.

CHAPTER 5: - CONCLUSION

Based on consumers' perceptions of the brand's quality and, consequently, their association with
brands, the multifaceted objectives of this study were to ascertain consumer perceptions of Coke. To
begin, investigate the preferences of customers.

secondly, to identify the brand's most popular advertisement. Thirdly, to learn why people buy cola
drinks and, lastly, to make Erbil KRI's awareness of COCA COLA top of mind by providing consumers with
information. The sample size was 50 drinkers (and Coca-Cola consumers), and the following conclusion
was drawn from the respondents: • The overall research survey for Coca-Cola has shown that the brand
is more popular than that of.

• Brands that are more widely advertised or about which more information is disseminated have better
consumer perceptions and higher levels of brand loyalty. In our example of soft drinks, Coca-Cola is
more popular and more likely to be purchased by consumers because of its widespread advertising
awareness.

• The study's important conclusion is that customers constantly seek awareness for a variety of reasons.
Consumers are always looking for more information about a brand's features, even if they are familiar
with the brand. Even if they are familiar with a brand, they still want to know about any new features or
information about it.

SUGGESTIONS

Concluding from the above research, following recommendations are worth considering. As

perception leads to the brand loyalty, thus brands in general and Coke need to focus on the

point that its consumers are made to perceive more value from the brand which can come

through assuring them about quality of product and other factor i.e., best price, best value,

availability, trend etc. The perceived value should be increased through different ways, i.e. by

spreading more awareness without any discrepant information, to make the consumers feel

more loyal and aware about the brand. Coke here can emphasize on enhancing the brand repute

through more awareness or advertisement so that perception of consumers about the brand

improves and hence loyalty dose too. Research suggest that brands awareness is the only way

which brings a perception of loyalty and also loyalty is the key to evoke good perception and

once loyalty is shown by consumer from any brand, consumer’s loyalty and association with

that brand will increase, so Coke especially in contest of research and other brands in general

should focus on spreading the awareness about their brands by more and more advertising and

should try to gain the loyalty and good perception by consumers by their brand to increase the

consumers of their brands. Limitations of the Study There were several limiting conditions

which were faced as the restrictive factors during the course of this research product and they

have affected the research product in one way or other.

BIBLIOGRAPHY

▪ file:///C:/Users/mpari/Downloads/A_Strategic_Approach_to_the_Consumer_Perception_of.

pdf

▪ brand awareness of Coca cola company (slideshare.net)

▪ Brand awareness - Wikipedia

▪ 18 Sneaky Ways to Build Brand Awareness [Updated 2020] (wordstream.com)

▪ https://en.wikipedia.org/wiki/Coca-Cola
▪ The Pros and Cons of Brand Awareness Campaigns - AllTopStartups

▪ scope of brand awareness of coca cola - Google Scholar

▪ coca cola company - Google Scholar