CERTIFICATE

This is to certify that the internship project entitled “A STUDY ON CUSTOMER

SATISFACTION" with reference to “THE COCA - COLA COMPANY”, is a bonafide work
done by ch.Nirupama Devi, Reg No:221637s of BBA under my guidance and supervision, in
partial fulfillment of the requirement for the award of the degree BACHELOR OF BUSINESS
ADMINISTRATION in SRI DURGA MALLESWARA SIDDHARTHA MAHILA KALASALA,
VIJAYAWADA. Affiliated to Krishna university, MACHILIPATNAM. during the academic year
2022-2025 and completed the project within a period of 90 days.

project guide Verified By

External examiner
DECLARATION

I hereby declare that the project report entitled “A STUDY ON CUSTOMER

SATISFACTION WITH REFERENCE TO COCA - COLA” is an original work and the
findings of the study is based on the information collected by me during the study period
of this activity. I hereby state that this is a genuine work carried by me for the award of
degree of BACHELOR OF BUSINESS ADMINISTRATION DEPARTMENT OF
COMMERCE, SRI DURGA MALLESWARA SIDDHARTHAMAHILA KALASALA.And this
project report is the result of my own effort and that it has not been submitted to any
other University/Institution for award of any Degree or Diploma.

CH.Nirupama devi
221637s
ACKNOWLEDGEMENT

I would like to express my gratitude towards our principal Dr.S.Kalpana

mam for their encouragement and permitting us to pursue our Internship project.
My sincere thanks to Dr.V.Sandhya Lakshmi mam, Head of the
department, and our project mentor for their constant support and guidance, and
all other members of UGD
Department of commerce for their advice and suggestion, we have
experienced during our project work.
I would like to thank the authorities of A STUDY ON CUSTOMER
SATISFACTION, Who provided me necessary data and helped me to complete my
project.

CH.Nirupama devi
Reg no :- 221637S
A STUDY ON CUSTOMER SATISFACTION
WITH REFERENCE TO “THE COCO - COLA
COMPANY”
CONTENTS

CHAPTER - 1
1.1 - INTRODUCTION
1.2 - NEED OF THE STUDY
1.3 - OBJECTIVES OF THE STUDY 1.4 SCOPE OF THE STUDY
1.5 - RESEARCH METHODOLOGY 1.6 - DATA ANALYSIS
1.7 - REVIEW OF LITERATURE
1.8 - LIMITATIONS OF THE STUDY
CHAPTER- 2
2.1- INDUSTRY PROFILE 2.2 - COMPANY PROFILE
CHAPTER- 3
3.1- THEORITICAL FRAMW WORK
CHAPTER- 4
4.1- DATA ANALYSIS AND INTERPRETATION
CHAPTER-5
5.1- FINDINGS
5.2 - SUGGESTIONS
5.3 - CONCLUSION
5.4 - QUESTIONNAIRE & BIBLIOGRAPHY
CHAPTER- 1
INTRODUCTIONABOUT CUSTOMER SATISFACTION

CUSTOMER SATISFACTION
Customer satisfaction, a term frequently used in marketing, is a measure
of how products and services supplied by a company meet or surpass
customer expectation. Customer satisfaction is defined as "the number of
customers, or percentage of total customers, whose reported experience
with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals."
It is seen as a key performance indicator within business and is often part
of a balanced scorecard. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key differentiator
and increasingly has become a key element of business strategy.
Within organizations, customer satisfaction ratings can have powerful
effects. They focus employees on the importance of fulfilling customers’
expectations. Furthermore, when these ratings dip, they warn of problems
that can affect sales and profitability. These metrics quantify an important
dynamic. When a brand has loyal customers, it gains positive word-of-mouth
marketing, which is both free and highly effective.Therefore, it is essential for
businesses to effectively manage customer satisfaction. To be able do this,
firms need reliable and representative measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations are
a key factor behind satisfaction. When customers have high expectations and
the reality falls short, they will be disappointed and will likely rate their
experience as less than satisfying. For this reason, a luxury resort, for
example, might receive a lower satisfaction rating than a budget motel even
though its facilities and service would be deemed superior in “absolute”
terms.
The importance of customer satisfaction diminishes when a firm has
increased bargaining power. For example, cell phone plan providers, such as
AT&T and Verizon, participate in an industry that is an oligopoly, where only a
few suppliers of a certain product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions
that they would never get away if there were, say, a hundred cell phone plan providers,
because customer satisfaction would be way too low, and customers would easily have
the option of leaving for a better contract offer.
Customer satisfaction:

Customer satisfaction is defined as "the number of customers, or percentage of

total customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals."
Consumer satisfaction:

Satisfaction of a consumer want is an essential part of the marketing operation.

Fundamentally, a person buys (acquires) a product for the satisfaction it will provide.
Purpose:

A business ideally is continually seeking feedback to improve

customer satisfaction.Customer satisfaction provides a leading indicator of consumer
purchase intentions and loyalty. Customer satisfaction data are among the most
frequently collected indicators of market perceptions. Their principal use is twofold:

Within organizations, the collection, analysis and dissemination of these data

send a message about the importance of tending to customers and ensuring that
they have a positive experience with the company’s goods and services.

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Although sales or market share can indicate how well a firm is performing
currently, satisfaction is an indicator of how likely it is that the firm’s
customers will make further purchases in the future. Much research has
focused on the relationship between customer satisfaction and retention.
Studies indicate that the ramifications of satisfaction are most strongly
realized at the extremes. Willingness to recommend is a key metric
relating to customer satisfaction.

Measuring customer satisfaction:

Organizations need to retain existing customers while targeting non-customers.

Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.

Customer satisfaction is measured at the individual level, but it is almost always

reported at an aggregate level. It can be, and often is, measured along various
dimensions. As research on consumption experiences grows, evidence suggests that
consumers purchase goods and services for a combination of two types of benefits:
hedonic and utilitarian. Hedonic benefits are associated with the sensory and
experiential attributes of the product. Utilitarian benefits of a product are associated
with the more instrumental and functional attributes of the product.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and
product/service to product/service.

The state of satisfaction depends on a number of both psychological and

physical variables which correlate with satisfaction behaviors such as return and
recommend rate. The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can compare the
organization's products.

The usual measures of customer satisfaction involve a survey with a set of

statements using a Likert Technique or scale. The customer is asked to evaluate each
statement and in term of their perception and expectation of performance of the

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organization being measured. Their satisfaction is generally measured on a five-point
scale.

Regardless of the scale used, the objective is to measure customers’ perceived

satisfaction with their experience of a firm’s offerings. It is essential for firms to
effectively manage customer satisfaction. To be able do this, we need accurate
measurement of satisfaction.

Good quality measures need to have high satisfaction loadings, good reliability,
and low error variances. In an empirical study comparing commonly used satisfaction
measures it was found that two multi-item semantic differential scales performed best
across both hedonic and utilitarian service consumption contexts.

It seems that dependent on a trade-off between length of the questionnaire and

quality of satisfaction measure, these scales seem to be good options for measuring
customer satisfaction in academic and applied studies research alike. All other
measures tested consistently performed worse than the top three measures, and/or their
performance varied significantly across the two service contexts in their study. These
results suggest that more careful pretesting would be prudent should these measures be
used.

Finally, all measures captured both affective and cognitive aspects of

satisfaction, independent of their scale anchors.Affective measures capture a
consumer’s attitude towards a product, which can result from any product information
or experience. On the other hand, cognitive element is defined as an appraisal or
conclusion on how the product’s performance compared against expectations, was
useful, fit the situation, and exceeded the requirements of the situation.

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NEED AND IMPORTANCE OF STUDY

In today’s fast growing and competitive business environment in which

the customer is considered the king, it becomes imperative for every
business to focus on its customers in order to retain and increase its
customer base.
The growing competition among soft drinks company as whole &the
coming up of varieties from various different companies have set fire in
soft drink companies. here after an effective promotional method &lot of
money is to be involved in it has created a need for the study on what the
consumer feels about the product in the phase of competition.
A study of this kind may help the company to find out the reason for any
kind of dissatisfaction &appropriate methods to sort our problem. in the
light of the above problem the researcher felt that a comprehensive
study on these matters will help the company to identify &take the
corrective measures.
A very satisfied consumer is likely to stay with the company many more
years. however today’s consumers are smarter, more price conscious,
more demanding less forgiving, &approached by more competitor’s with
equal or better offers. for this purpose company need to look at the
industry with which the consumer will happily pay the right price.
1.3 OBJECTIVES OF THE STUDY

 TO KNOW THE CONSUMER SATISFACTION TOWARDS PRODUCTS OF COCA-

COLA.
 TO OBTAIN CONSUMER’S FEELINGS ABOUT PRICE, TASTE, PACKAGING AND
AVAILABILITY OF THE PRODUCTS.
 TO IDENTIFY WHAT QUALITIES SPECIFICATIONS OF COKE THEY DESIRE.
 TO FIND OUT WHICH BRAND OF COKE WOULD SELL IN LARGE QUALITIES.
 TO KNOW WHAT REASONS MADE THEM TO CHOOSE THE COCA-COLA
PRODUCTS.
 TO KNOW THEIR SATISFACTION TOWARDS THE SCHEMES OF COCA-COLA.
ANY BUSINESS STUDY INVOLVES COLLECTION OF DATA FROM THE MARKET.
THE TYPE OF DATA THAT IS REQUIRED MAKES IT ALL MORE IMPORTANT TO
DEVICE THE RIGHT METHOD OF COLLECTING THE DATA. THE PRESENT
SURVEY MAINLY AIMS AT FINDING OUT THE CONSUMERS SATISFACTION
TOWARDS THE PRODUCTS OF COCA-COLA.
SCOPE OF THE STUDY

GEOGRAPHICAL SCOPE
THE STUDY WILL BE LIMITED TO A SPECIFIC REGION (E.G., CITY, STATE,
OR COUNTRY) TO UNDERSTAND LOCALIZED CUSTOMER SATISFACTION LEVELS
WITH COCA-COLA PRODUCTS.
CUSTOMER SEGMENTS
IT WILL FOCUS ON VARIOUS CUSTOMER DEMOGRAPHICS SUCH AS
AGE GROUPS, INCOME LEVELS, AND CONSUMER PREFERENCES TO ANALYZE
SATISFACTION ACROSS DIFFERENT USER SEGMENTS.
PRODUCT RANGE
THE STUDY WILL INCLUDE COCA-COLA’S CORE PRODUCT LINE
(CLASSIC COKE, DIET COKE, COKE ZERO, ETC.) AND POSSIBLY ITS EXTENDED
BEVERAGE PORTFOLIO, DEPENDING ON RELEVANCE.
CUSTOMER EXPERIENCE FACTORS
THE SCOPE INCLUDES EVALUATING KEY FACTORS LIKE TASTE, PRICE,
PACKAGING, AVAILABILITY, AND MARKETING IMPACT ON CUSTOMER
SATISFACTION.
CONSUMER BEHAVIOR ANALYSIS
IT AIMS TO UNDERSTAND HOW SATISFACTION INFLUENCES BUYING
BEHAVIOR, BRAND LOYALTY, AND WORD-OF-MOUTH REFERRALS.
RETAIL CHANNEL EVALUATION
THE STUDY COVERS SATISFACTION ACROSS DIFFERENT PURCHASE
POINTS SUCH AS SUPERMARKETS, CONVENIENCE STORES, RESTAURANTS,
AND ONLINE PLATFORMS.
COMPARATIVE ANALYSIS
WHERE APPLICABLE, THE STUDY MAY COMPARE COCA-COLA WITH ITS
COMPETITORS (E.G., PEPSI) TO BENCHMARK SATISFACTION LEVELS.
FEEDBACK & IMPROVEMENT AREAS
THE RESEARCH WILL COLLECT DIRECT CONSUMER FEEDBACK TO
IDENTIFY GAPS AND SUGGEST POTENTIAL IMPROVEMENTS IN PRODUCT OR
SERVICE DELIVERY.
1.5. RESEARCH METHODOLOGY

The research is exploratory in nature and relies entirely on secondary data.

The data has been collected from :-
Research papers and journals .
Company reports and case studies .
Market research publications .
New articles and business magazines .
COCA-COLA’s official website and investor relations materials .
This approach helps in analysing trends and patterns in customer
satisfaction based on existing literature and documented research .

Research methodology is the scientific way to solve the research

problem. This involves exploring all possible methods of solving the research
problem, Examine the alternative methods &arriving at the best possible
method considering the resources at the disposal of the researcher.

“ A research design is the arrangement of condition for collection and

analysis of data in a manner that aims to combine relevance to the research
process with economy in procedure”.
A researcher design is the specification of methods &procedures for
acquiring the information needed to structure or to solve problems. it is the
overall operational pattern Or frame work of the project that stipulates
what information to be collected, from which source and by what
procedures.

THE RESEARCH DESIGN CONTAINS THE FOLLOWING OBJECTIVES OF THE

STUDY
􏰀 Methodsofdatacollection
􏰀 sampleselection
􏰀 fieldwork(datacollection)
􏰀 processing,analyzing,interpretingthedata.
􏰀 formattingtheresearchreport

SAMPLING DESIGN
Target market- the primary data was collected from the Brindavan Beverages,
Bareilly.
SAMPLING UNIT: the sampling unit constitutes the consumers who consume
soft drinks.
􏰀 extend:surveyconductedwithinthebareillydistrict.
RANDOM SAMPLING:
known as probability sampling or chance sampling where each &every item
in the population as an equal chance of inclusion in the sample& each as the same
probability of being selected.

DATA COLLECTION INSTRUMENT (QUESTIONAIRE)

A structured questionnaire has been prepared with open end questions.
The questions used for collecting data.

SOURCES OF DATA COLLECTION

The sources of data can be broadly classified in to two categories. 1.primary data
2.secondary data.
 primary data: questionnaire is the most common research instrument.
 secondary data : existing data are collected from company websites,
company catalogues &some company materials.

FIELD SURVEY:
The project involved a field work of around 45days where in the researcher
administered Protested interviews schedules. the study calls for mostly
primary data rather than secondary data.
 area of study :the study has been carried out in the bareilly district
DATA ANALYSIS ( tool used for data collection)

Since the is based on secondary data . The tools used for data
collection include :
Literature review from academic databases ( e.g ; google
scholar , JSTOR )
Content analysis for consumer review .
Patforms and reports .
Comparative analysis of coca-cola with other soft drinks
brands.
Interpretation of graphical data , ratings and surveys
conducted by third parties .
No direct statistical tools ( like SPPS or excel surveys ) were
used , but relevant findings from secondary surveys are
interpreted to draw insights .
1.7 REVIEW OF LITERATURE
A REVIEW OF VARIOUS STUDIES REVEALS THAT:
KOTLER AND KELLER (2016) EMPHASIZED THE ROLE OF
CUSTOMER SATISFACTION AS A FOUNDATION OF MODERN
MARKETING.
A STUDY BY NIELSEN (2019) HIGHLIGHTED THAT PRODUCT
QUALITY AND BRAND TRUST ARE CRITICAL DRIVERS OF
SATISFACTION IN THE BEVERAGE INDUSTRY.
AN ANALYSIS BY MARKETLINE (2021) POINTED OUT THAT COCA-
COLA'S ABILITY TO CATER TO DIVERSE TASTES AND ITS GLOBAL
DISTRIBUTION HAVE HELPED MAINTAIN HIGH LEVELS OF
CUSTOMER LOYALTY.
PREVIOUS STUDIES ALSO SUGGEST THAT FACTORS LIKE BRAND
IMAGE, CONSISTENT PRODUCT QUALITY, EFFECTIVE
ADVERTISING, AND PROMOTIONAL OFFERS CONTRIBUTE
SIGNIFICANTLY TO COCA-COLA’S CUSTOMER SATISFACTION
LEVELS.
1.8 LIMITATIONS OF THE STUDY

The study is based solely on secondary data and lacks primary , real-time
customer feedback
It may not fully capture recent shifts in consumer behaviour or regional
differences in satisfaction levels .
The analysis is limited to the data available in published sources , which may
not be exhausted or updated.
Since it is a general analysis , it does not focus on specific age groups ,
geographic regions , or consumer segments .

Although an attempt is made to gather all the relevant information

connected to this study. There were some limitations with regard to respondents
bias, disinterest.
however ,these limitations were overcomed by taking information only from those
who are willing to respond.
 the study of soft drink industry ,which is known to be a seasonally fluctuating
one so this study doesn’t take in to account the seasonal fluctuations.
 the study is confined to only bareilly district.
 the study was conducted by a student ,whose resources for market
research is limited.
 the sample of the study is limited the respondent’s response may be biased
on which we can’t decide the total market.
 since most of the consumers were in busy 100% outcome was not possible
there lies the main limitation
CHAPTER 2: INDUSTRY AND COMPANY PROFILE
2.1 Industry Profile:

The soft drink industry is one of the largest and most dynamic
segments of the global food and beverage sector. It includes carbonated
beverages, energy drinks, flavored water, juices, and non-alcoholic sparkling
beverages. This industry has grown exponentially over the decades, driven
by urbanization, rising disposable incomes, marketing innovations, and
evolving consumer tastes.

Key Features of the Soft Drink Industry:

Highly Competitive: Dominated by global giants like Coca-Cola and

PepsiCo, alongside regional players.
Brand Loyalty: Consumers often stick with familiar brands, making
brand image crucial.
Health Trends: There is a growing shift towards low-calorie, sugar-free,
and natural ingredient-based drinks due to increased health
consciousness.
Innovation: Companies constantly innovate in flavors, packaging, and
marketing to stay relevant.
Distribution Channels: Wide distribution through supermarkets, retail
stores, restaurants, and vending machines ensures constant visibility.

Current Trends:
Increasing demand for functional drinks (e.g., with added vitamins or
energy-boosting ingredients).
Sustainability concerns driving eco-friendly packaging and ethical
sourcing.
Rapid expansion in emerging markets like India, Brazil, and Southeast
Asia.

In India (if this applies to your focus):

India represents a high-potential market for the soft drink industry.
The market is estimated to grow at a CAGR of 10–12%.
Local preferences vary significantly across regions, and companies are
tailoring offerings accordingly.
COMPANYPROFILE :-

The Coca-Cola Company is a multinational beverage corporation

headquartered in Atlanta, Georgia, USA. It is one of the most recognizable and
valuable brands in the world.

Founding and History:

Founded in 1886 by Dr. John Stith Pemberton.
Originally sold as a medicinal tonic in soda fountains.
Asa Griggs Candler later transformed Coca-Cola into a national and then
global brand through strategic marketing and distribution.

Global Presence:
Operates in over 200 countries.
Offers more than 500 brands, including Coca-Cola, Diet Coke, Fanta, Sprite,
Minute Maid, Kinley, and Smartwater.
Coca-Cola products are consumed more than 1.9 billion times every day.
Coca-Cola in India:

Entered India in 1950s, exited in 1977 due to government regulations, and

re-entered in 1993.
Competes closely with PepsiCo and local players.
Offers popular products like Thums Up, Maaza, Limca, and Kinley, in
addition to Coca-Cola itself.
Operates with multiple bottling partners and distribution centers across
the country.
Vision and Mission:
Vision: “To craft the brands and drinks that people love, to refresh them in
body and spirit.”
Mission: “To refresh the world in mind, body and spirit. To inspire moments
of optimism and happiness through our brands and actions.”
Core Strengths:
Strong global brand recognition.
Extensive distribution network.
Consistent product quality.
Aggressive and emotional branding campaigns.
Wide range of products catering to various tastes and preferences.
History of coca-cola

Birth of a refreshing idea

John styth pemberton first introduced the refreshing taste of coca- cola in
Atlanta,Georgia .it was may 1886 when pharmacist concocted caramel- colored
syrup in a Three-legged brass kettle in this backyard.he first “distributed”the new
product by Carrying coca-cola in a jug down the street to Jacobs pharmacy .for five
cents, consumers would enjoy aglass of coca-cola at the soda fountain .whether by
design of accident ,carbonated water was teamed with the new syrup, producing a
drink that was proclaimed “delicious and refreshing”

Dr.pemberton’s partner and bok keeper,Frank M.robinson, suggested the

name and penned coca-cola in the unique flowing script that is famous
world wide today mr.robinson thought “the two c ’s would look well in
advertising”.

By 1891,Atlanta entrepreneur,Asa G.candler had acquired complete

ownership of Coca-cola business. within four years ,his merchandising flair
helped expand consumption of coca-cola to every state and territory.

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Coca-cola began as fountain product .but candy merchant joseph

a.biedenharn of Mississippi was looking for a to serve this refreshing

beverage at picnics. he began offering bottled coca-cola ,using syrup

shipped from Atlanta ,during an especially busy summer in 1894.

Bottling partners

Today, our products reach consumers and customers around world through

a vast Distribution network made up of local bottling units. these bottles are

located around the world ,and most are independent businesses. using

concentrates and Beverage bases produced by the coca- cola company, our

bottling partners package and market products, then distribute them to

more than 8million customers and more than 2million vending machines

around the world. the coca-cola company is committed to assisting its

bottlers with the functions of an efficient bottling operation. quality control

,monitored constantly by the company, is necessary to produce high quality

soft drinks. in the year 1989-99 we have made acquisitions and hence we

have 31 company owned bottling operations.

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business
Coca-cola enterprise is in the business of marketing, producing and

distributing liquid non-alcoholic refreshments to customers and the

consumers in their franchise tern tones ,in 1994 they distributed

approximately 1.7 billion equivalentCases of the product through their

territories, which comprise of 38 states and the District of Columbia in the

united states .their territory also extended to many foreign countries.

The coca-cola enterprise and the coca-cola company are in business

partnership. the coca –cola company develops the product while as a

bottler the Coca-cola enterprise combines the product concentrates

with other ingredients and Packages the beverages in bottles, cans

and fountain containers.

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Management philosophy Corporate area
The major concept of the management philosophy is to retain in the

beverage Industry and not diversify in to other areas. the management

believes in investing in non capital-intensive areas. in fact ,the beverage

industry requires little capital, and Produces maximum returns .the returns

from the foreign markets are tapped to the most.

Financial area

The corporate objectives are to increase the shareowners value .the

management Believes that in increasing the shareholders value it requires

consistent growth in financial results complemented by effective use of the

cash flow.

Marketing area
Here the management is committed to superior market place execution.

this is Achieved by decentralized operating structure that places the

responsibilities, Authority and the accountability as close to the customer

and consumer possible.

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The brand

The coca-cola consistently ranks first in the world’s most valuable

brands. The brand value is about $39billion.this is greatest heritage of the

company. As far as the branch management concerned ,we find that

coca- cola ranks itself As the third only after Microsoft and louis vuitton.

Products

The carbonated market

International brands

Classic :the coca-cola classic is the flagship of the company’s

carbonated drinks. The product was made public on may 8th 1886. Diet

coke: was launched in 1982 to target the market of the light products.

Caffeine free coca-cola classic :was launched 19883 which aims at

customers who want limit their consumption of caffeine while still

drinking coca-cola and enjoying its taste. Cherry coke :the first cherry

flavoured cola was launched in 1985. The coca-cola company offers

several other carbonated drinks to target consumers. Sprite is the

number 7 in the us soft drink market

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launched in 1961.fanta is the world third best selling soda and the world’s

best selling orange drink with a 31%market share of the category.

Indian brands

For the local market in India coke has the following brands.

Maaza

Thumsup

Limca

Sprite

Fanta

Kinley

Citra

Gold spot

Georgia

Diet coke

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The non-carbonated market

Fruitopia a line of fruit flavoured drinks launched in 1991. Minute maid:

offers frozen concentrated fruit juice launched in 1998. Ice tea: varied

flavors and sweetness in a line of ice teas was created with cokes joint

venture with nestle SA in 1992. Power ade :non-carbonated energetic

drink aimed at athletes. Sunfill: a powdered soft drink mix launched in

2001 for local market in India. Kinley: packaged drinking water.

Four basic segments

Refreshments:

Coca-cola,fanta,sprite,thumsup,limca.
CSDs:

Rejuvenation:

Ready to drinks tea and coffee: nestea ,georgia gold .

Health and nutrition:

Juices and milks:bibo,Fruitopia,minute maid,sunfill.

Replenishment:

Water and sports drinks:kinley ,shok, powered.

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The operating groups.

North America group :30%share

Latin America group :26%share

Europe and Eurasia group :21%share

Asia pacific group :16%share

Africa and middle east group :7%share

Totaling to 22 countries around the world.

Coca-cola India

Coca-cola returned to India after 16 years ,in 1993.the brand

promotion was Between 1994-96.the bottling acquisition occurred

between 1997-99.its quest for profitability started 2000 onwards. in

India coke has its concentrate plants at pune producing 10 brands.

its company –owned bottling operations are at six

operatingRegions,29 operating areas with 26 plants to 10 green

fields and 3000 associates.It enjoys a business of over

RS.3000crores in India.

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AP region

Consist of five operating locations-moula-ali, ammenpur, nellore,

vijayawada And vishakapatnam having a turnover of over 750crores with 3

plants, 2green fields 1500associates.

Hyderabad

India’s largest volume location. 80%market share.

best plant in India. 45%volume thru direct

distribution -20000 outlets. 55000 outlets -300

distributers.

The most profitable unit in India .penetration higher than any FMCG

company 2-plants -7 production lines(6are glasses bottle lines).they

do not have an ERP. Acquired plants &people .different work

cultures .very capital intensive business. 90%business is returnable

glass .fast expanding product portfolio.

Thums Up is the largest brand ,followed by limca ,coke , maaza ,

sprite ,kinley, fanta , sunfil.

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Coca-cola’s mission:

Coca-cola exist to create value for our shareowners on a long –term

basis by building a business that enhances the coca-cola company’s

trademarks. This is also is coca-cola’s ultimate commitment.

As the world’s largest beverage company ,coca-cola refresh the

world. Coca-cola do this by developing superior soft drinks, both

carbonated, and non –carbonated, and profitable non-alcoholic beverage

systems that create value for our company ,our bottling partners and our

customers.

In creating value, coca-cola succeed or fail based on our ability to

perform as worthy stewards of several key assets like,

45
Coca -cola,the world’s most powerful trademark, and other highly

valuable TRADEMARKS.

1)The world’s most effective and pervasive DISTRIBUTION

SYSTEM.

2)Satisfied CUSTOMERS ,who make a good profit selling our

products.

3)Coca -cola’Speople,who are ultimately responsible for building this

enterprise.

4)Coca -cola’s abundant RESOURCES ,which must be intelligently

allocated.

5)Coca -cola’s strong global LEADERSHIP in the beverage industry

in particular and in the business world in general.

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1.coca-cola’s trademarks:

coca-cola creates demand by continually expanding the relationship that

bonds our trademarks ,principally coca-cola with the 5 billion people on

this planet.Everything we do must strengthen that bond ,and we will utilize

every available Resource to expand the value of our trademarks in the

hearts and minds of our consumers.

Coca-cola will continue to market our trademarks ,and especially coca-

cola ,the most recognized ,most powerful commercial symbols in any

market where they are present.

Coca-cola will continually strive to enhance every aspect of product

and package

quality.

Coca-cola will always communicate advertising messages that bond

with our consumers.

Coca-cola will never hesitate to adjust our product line to keep the

coca-cola,Trademark strong ,pervasive and present ,as such adjustment

47
may become necessary due to changes in the desire and needs of our

consumers. In doing this ,we will never compromise the integrity of

our core trademark and all for which it stands.

2.coca -cola’s global distribution system:

Coca -cola fulfills demand by creating and leading the production

and distribution systems best capable of delivering our products to the

customers who sell them and the people who buy them coca-cola values

every component of our enterprise and we depend on each one to reach

our consumers. Coca-cola will continually evaluate and enhance our

relationship with link in our system , increasing the opportunities to

fulfill consumer needs as efficiently as possible.

relatioCnoschaip - cwoiltah our bottlers and distributors will be

defined by their desire and ability to strengthen our relationship with the

people who buy our products.We will always help bottlers serve our

customers and consumers effectively and efficiently.

Coca -cola relationship with suppliers to our system must involve

them as an integral link in the value-adding process.

48
Coca-cola relation ship with the communities we serve must be

of a kind that

Makes the coca-cola, system a standout citizen of those communities.

3.coca-cola’s CUSTOMERS:

coca-cola’s fulfill demand by assiduously building and maintaining

relationships

with our customers that are mutually beneficial and that ultimately

translate into competitive advantage.

Coca-cola’s relationship with our customers must continue to evolve. Coca-

cola Cannot allow ourselves to be limited to the role of mere supplier, but

must instead Make sure every customer views us a partner in the creation of

value for them.

Coca-cola will do this by inventing and reinventing ways to provide

customer Service and by developing value-added activities that

enhance customer profitability.

49
4.coca-cola’s PEOPLE:
every achievement in our history can be traced directly to the

inspiration , skills, courage and discipline of coca-cola’s people. Coca-

cola’s business has expanded exponentially, and accordingly so has the

demands on our people. For coca-cola’s people to live up the challenge,

they must possess:

the values that allow each individual to make decisions based on a

shared frame work of principles and priorities, always focusing on doing

the right thing and never sacrificing our long-term integrity or viability to

handle short-term pressures.

To knowledge that comes from having meaningful and currently

relevant skills.

To be recognized as the global business leader, we must labor daily to

distinguish Our ultimate challenge is to make all our assets – our

trademarks, our global distribution system and our customer

relationship – distinctive in every way.That ability is almost entirely

dependent on the skills of our people and the Ideas and execution they

bring. The most important skills are:

50
The broad understanding of, and focus on our obligations to protect and

enhance the value of the company’s trademarks, which allow us to

comprehend why do what they do. The professional and technical

competence that gives us specific expertise in what we do and they do it

The creativity and open-mindedness to discover and develop the

ideas that will

Create new value, not merely re-create more of the past.

The flexibility and insight to anticipate changing market conditions and

capitalize On those changes by adapting our business to the needs of

their customers and Consumers.

The ability to process information rapidly and make decisions

thoughtfully and Quickly. The capacity to execute assignments to a

successful conclusion quickly

and effectively.The willingness to communicate our goals and

strategies, as well as the obstacles We encounter, precisely,

persuasively and effectively.

51
The confidence to develop people into competitive, performance-

oriented achievers who never lose sight of integrity and excellence of

every task at hand.

All of this takes on additional importance as coca-cola increasingly assert

it Selves within their global system, from the production of its products, to

the Servicing of its customers, to the caring for its consumers.

5.coca-cola’s resources:

focusing on key values, knowledge and skills , its people will be equipped

to be good stewards of the company’s resources. They will exhibit good

stewardship by wisely strengthening its trademarks and our people,

building its distribution system and intelligently allocating resources in a

manner worthy of the coca-cola, trademark.

First and foremost, we will be vigilant in protecting and enhancing

the company’s Character and the image it projects. Coca-cola will focus

on allocating its resources in ways that maintain its company’s first-class

images to its customers

And consumers.

52
Coca-cola will invest our resources, financial and otherwise, in the smartest

way Possible. Coca-cola will spend every dollar and working hour in the

most efficient And effective way it can. Coca-cola will be good stewards of

the valuable relationships that have been created over the years with its

customers .coca-cola will help them in every way We can ,looking for

opportunities to make its resources available to them, Understanding that

its growth and profitability are dependent upon their growth And

profitability.

All of these are resources available to coca-cola for creating value

,but they must be jealously guarded and enhanced…never wasted

or diminishing in value.

7.Coca-cola’s commitment

In order to create value for shareowners, we must also create significant,

sustained, long-term value for every one involved in the production,

distribution and selling Of our production. To do that we pledge to:

53
aggressively focus all we are and all we do on making our

trademarks even more powerful and more appreciated by

each of our customers and consumers around the world.

reconfigure our global distribution system as an ongoing necessary

process to deliver most effectively and efficiently our products into

the hands of the people who buy them.

6.coca-cola’s leadership:

coca-cola’s people must not merely manage; they must understand

their leadership role in the context of executing the company’s mission .

to do this , it must always exemplify the necessary values , knowledge

and skills . they will do this by taking responsibility for developing coca-

cola and those people around coca-cola by creating constantly an

aggressive learning environment.

Establishing the accountability and responsibility that clearly define roles

and Expectations, personalize responsibility , grant appropriate latitude

and create A specific sense of stewardship.

54
Asserting coca-cola ability to develop and control systems , instead of

systems Controlling us, Allowing the organization to do what it should as

quickly as possible , no matter What the circumstances.

Using seamless organization structures that breed clear and efficient

communication that does not stall action , but instead encourages trust and

Thoughtful evaluation of past and future action.

Promoting trademark-focused behavior by rewarding effective

word and discouraging mediocrity.

Coca-cola industry leadership must be reflected in its relationship

with its bottlers and customers, as well as in its consumer

communications… but never is this stance to be accompanied with the

slightest hint of arrogance.

55
Facts about coca-cola:

everyday, consumers in approximately 200 countries around the

world drink an average of 10,450 coca-cola beverages per

second if all the coca-cola ever produced were placed in bottles

and… placed end to end , the bottles would reach all the way to

the moon

and back 1045 times.

stacked on a football field, the bottles would form a mountain 325

miles high

59 times taller than mount everest. loaded on average sized trucks,

passing a given point, bumper to

bumper, at a speed of 65 miles per hour it would take 3 years , 6

months , 3 weeks 6 days for the trucks to pass.

placed end to end the bottles would wrap around the equator

20,051 tomes.

if all the coca-cola ever produced were to erupt from “old faithful “

at its normal rate of 15,000 gallons per hour, the geyser would flow

continually for 1577

years.

56
Facts about coca-cola

slogans used:

The following is a sampling of the variety of slogans that

has been used to advertise the coca-cola product for years

1904- Delicious and Refreshing

1922- Thirst Knows no season

1927- Around the corner from everywhere

The Pause that Refreshes

1932- Ice Cold Sunshine

1938- The Best Friend Thirst Ever Had

1939- Coca-Cola goes along

1948- Where there’s Coke there’s hospitality

1956- Coca-Cola….Makes good things taste better

1959- Be Really Refreshed

1963-Things go better with Coke

1970-it’s a Real Thing

1971-I’d like to Buy the World A Coke

1976 Coke Adds Life

57
1979-Have a Coke and a Smile

1982-Coke is it!

1987-When Coca-Cola is part of your life, you can beat the feeling!

1988- Cant beat the Feeling

1989- Cant beat the Real Thing

1993- Always Coca-Cola

58
CHAPTER -3
THEORITICAL
FRAME WORK
The theoretical framework serves as the foundation upon which the entire
study is built. It provides a conceptual basis to understand the variables
involved in customer satisfaction and their relevance to Coca-Cola’s
business strategy. This framework draws from established marketing and
consumer behavior theories to examine the factors that influence
customer satisfaction in the soft drink industry.
1. Customer Satisfaction Theory
Customer satisfaction is rooted in the Expectation-Confirmation Theory
(ECT), which suggests that:
Consumers form expectations about a product before purchase.
After consumption, they compare the actual performance with their
expectations.
Satisfaction occurs if the product meets or exceeds expectations;
dissatisfaction occurs if it falls short.
In the context of Coca-Cola, customers may form expectations based on
advertising, past experiences, brand reputation, and peer influence. Their
satisfaction is influenced by how well the product performs in terms of
taste, price, availability, and brand image.

2. The SERVQUAL Model

Developed by Parasuraman, Zeithaml, and Berry, the SERVQUAL model
identifies five dimensions that influence customer satisfaction:
Tangibility – Physical appearance of the product and packaging.
Reliability – Consistency in product quality and service.
Responsiveness – Customer service and quick responses to feedback.
Assurance – Brand trust and customer confidence in the product.
Empathy – Brand’s understanding of consumer needs and customization of
offerings.
Coca-Cola’s long-standing global presence and consistent product quality align
with these factors and significantly affect consumer perceptions.

3. Maslow’s Hierarchy of Needs

Maslow’s theory suggests that individuals are motivated by a hierarchy of
needs, starting from basic physiological needs to self-actualization. Coca-Cola
primarily fulfills:
Physiological needs – As a consumable beverage, it quenches thirst.
Social needs – Through branding and advertising, Coca-Cola connects with
consumers emotionally, especially in social settings or celebrations.
Esteem needs – Consumers often associate Coca-Cola with quality, prestige,
or lifestyle, adding value to their personal brand.
4. Brand Loyalty and Consumer Behavior Theories
According to brand loyalty theory, satisfied customers are more likely to remain
loyal and engage in repeat purchases. The theory emphasizes the importance of:
Product consistency
Positive brand experience
Emotional connection with the brand
Coca-Cola capitalizes on emotional branding and consumer nostalgia to maintain
high levels of customer loyalty, which is a reflection of sustained customer
satisfaction.
5. The Kano Model of Customer Satisfaction
This model categorizes customer preferences into:
Basic needs – Must-have features (e.g., availability, safety standards).
Performance needs – Directly affect satisfaction (e.g., taste, pricing).
Excitement needs – Unexpected features that delight (e.g., limited edition
flavors, creative marketing).
Coca-Cola's innovative marketing campaigns and flavor experiments often target
the "excitement" category to enhance customer satisfaction beyond the
expected.
This theoretical framework sets the stage for evaluating customer satisfaction
with Coca-Cola by connecting academic models to practical, real-world
application. It guides the analysis and interpretation of secondary data used in
the study.

The firm’s success depends not only on how well each department performs its
work, but also on how well the various departmental activities are coordinated.
Too often company departments act to maximize their interests. A credit
department may take a long time to check prospective customer’s credit
worthiness so as not to incur bad debts. Meanwhile, the customer waits and the
sales person is frustrated. A traffic department chooses to ship the goods by the
rail to save money and again the customer waits. Each department has created
walls that slow down the delivery of quality customer service. The solution to
these problems is to place more emphasis on the smooth management of core
business process.
The core business process includes the following concepts:
The marketing sensing process:
All the activities involved in gathering market intelligence disseminating it
with the organization and acting of information.
The new offering Realization process:
All the activities in research, developing and launching new high quality
offerings quickly and within the budget.
The customer relationship management:
All the activities involved in building deeper understanding relationships
and offerings to individual customers.
The fulfillment management process:
All activities involved in receiving and approving orders, shipping the
goods on time and collecting payment.
The value delivery network:
To be successful a firm or an organization also needs to look for
competitive advantage beyond its own operations into the value chains of its
supplier distributing and customers. Many companies today partnered with
specific suppliers and distribution to create a superior value delivery network.
Customer Relationship Management:
The aim for customer relationship management is to produce high
customer equity. Customer equity is the total of the discounted lifetime values
of all firm’s customer. Clearly, the more loyal the customer’s the higher the
customer equity, value equity, brand equity and relationship equity.
Value Equity:
Value equity is the customer’s objective assessment of the utility of
an offering based on perception of its benefits relative to its costs the sub
drivers of the value equity and quality, price and convenience. Each industry
has to define the specific factors underlying each sub driver in order to find
programs to improve value equity. An air line passenger might define equity
as seat width; a hotel guest might define equity as room size. Value equity
makes the biggest contribution to consumer equity. When products are
differentiated and when they are more complex and need to be evaluated.
Value equity especially drives customer equity in business market.
Brand Equity:
Brand equity is the customer’s subjective and intangible
assessment of the brand above and beyond its objectivity perceived value.
The sub drivers of brand equity and customer brand awareness, customer
attitude towards the brand and customer perception of brand ethics.
Companies use advertising, public relations and other communication tools
to affect these sub drivers. Brand equity is more important than the other
drivers of customer equity where products are less differentiated and have
more emotional impact.
Relationship Equity:
Relationship equity is the customer’s tendency to stick with brand
above and beyond objective and subjective assessment of its worth. Sub
drivers of relationship equity include loyalty programs, special recognition
and treatment program, community building programs. Relationship equity is
especially important where personal relationship count for a lot and where
customers tend to continue with supplier out of habit.
Some customers inevitably become inactive or dropout. The
challenge is to reactive dissatisfied customers through win-back strategies. It
is often easy to attract ex-customers than to find new ones. The key is to
analyze the causes of customer detection through exit interviews and lost
customer surveys. The aim is to win back only those customers who have
strong profit potential.

Forming Strong Customer Brands:

The basic companies that want to form strong relationship need to attend
the following basics:-
 Get cross departmental participation in planning and managing
customer satisfaction and retention process.
 Integrate the voice of the customer in all business decisions.
 Create superior product, services and experience for the target
market.
 Organize and make accessible a database of information on individual
customer needs preferences, contacts, purchase frequency and satisfaction.
 Make it easy for customers to reach appropriate company personnel and
express their needs, perception and complaints.
 Run award programs recognizing outstanding employers. There are 3 relation
building approaches. They are as follows:
 Adding Financial Benefits
 Adding Social Benefits
 Adding Structural Benefits
Adding Financial Benefits:
The two financial benefits that companies can offer are frequency programs
and club marketing programs. Frequency programs are designed to provide
rewards to customer who buy frequently and in substantial amounts. Frequency
is an acknowledgment of the fact that 20% of a customer’s customer might
account for 80% of the business.
Adding Social Benefits:
Company personnel work on increasingly social bonds with customers by
individually and personalizing customer relationships. Customers may be
nameless to the institution, but eliminated cannot be nameless. Customers are
served as a part of larger segments. Clients are served by individual basis.
Customers are served by anyone who happen to be available, who know to
explain the details of the product or service.

Adding Structural Benefits:

Company can supply customers with special equipments or computer
linkages that help customer manage orders, payroll and inventory.
People can be loyal to their country, family and beliefs bur less to their
toothpaste, soap or even better. The marketer should aim at increasing the
consumer’s productivity to repurchase the company’s brands.
Rationale Of The Study:
Customer satisfaction is one of the most important functions of marketing.
In the present globalization era, it is very important for any organization. So,
effective maintenance of customer satisfaction is needed for every
organization. Thus SafexIndia Pvt. Ltd.., should follow the best methods of
customer satisfaction to increase their sales as well as brand image in the
market.
For every organization maintaining best customer satisfaction is the first
step. If this foundation is strong then there is a lot of chance for the
organization to increase theireffectiveness at key points. So, finally
customer satisfaction becomes heart of particular organization.
So, studying is made to understand the customer satisfaction activities in
the organization and to know what extent their activities have been
successful in organization development.
All business firms have realized that marketing is a core element of management
philosophy and the key to successes lies in focusing more and more on the
customer.
Adam smith in his, the wealth of nations, has said “consumption is the sole end
and Purpose of all production and the interests of the product ought to be
attended to, only so far as it may be necessary for promoting those of consumer”.
This quotation only reiterates that the purpose of production is consumption and
one’s own purpose will be served only if the consumer’s interests are attended to.
Here then arise very vital questions .how can a marketer ensure that his /her firm
is Able to respond to their customer’s requirement quickly? The answer to this
question lies in the quality of the service it is offering to its customers. This again
will depend on consumer expectation from the product or service .no doubt the
quality of the product or service will decide whether it matches the consumer
expectations or not, But the firm and marketer must make all efforts that the
consumer satisfaction is achieved.

Computerization
Today consumer is looking out for value for money. The challenge before the
Marketer is to identify what value would appeal and convince the consumer.
Marketers are trying to enhance the concept of value through unique methods.
They have realized that product service characteristics, consumer aspirations and
availability of competing alternatives can used to enhance consumer value.
The focus and challenge before every firm is to rebuild around its consumer .it
should be able to perceive, interpret, serve and satisfy the customer with the
type of product and services he desires and arm itself so as gain a competitive
edge of consumerisation.
Consumerisation refers to the process where in all the employees of the firm are
required to interact directly with the consumers and end users.

They can have access to every person and function within the organization,be
involved in designing and fine turning key products and process,and turn every
interaction with the customer into a plaform of interactive communication, so as
to add value and increase customer satisfaction.

Consumerisation will help affirm in:

 Providing the quality of service to match customer requirement.
 Help to focus on consumer needs so as to add value offer benefits to
Customer.
 To identify consumers, new market segments and new application for
existing Products.
 Work towards total customer satisfaction and maximum customer
delight.
Expectation:
1. Consumer expectations through may look realistic is very often build upon A
very high platform.
2. Then the quality of the product of the service may not match the
expectations. this again will effect the consumer satisfaction level.

So as to reduce the level of dissatisfaction amongst the consumer, the

marketing decision-maker could adopt an approach wherein he can classify
markets in relation to the degree of opportunity to deliver consumer
satisfaction. He could establish a list of common factors and then evaluate
each market opportunity against these .the most probable factors which
influence consumer behavior are: -
market size
 rate of growth of the market
 stability of demand
 the due importance attached to the price by the consumer before
making a purchase decision.
 consumer emphasis and the due importance given to the quality aspect.
 the consumer expectations of pre and post purchase service.
 the customer desire for product innovation.
 the level of competition.
 the firms competitive strength in terms of price and product
performance.

Working towards enhancing consumer satisfaction:

In the existing business environments markets are turbulent and
consumer needs fast changing ,companies should opt for ways to add
value for their consumer by offering products or services just the way they
want it.
When the consumer has to choose from a large bewildering number of
options ,features ,pricing structure and delivering methods ,offering a
unique product to a every individual customer decision making process.
Consumer satisfaction is a continuous process, which does not begin or
end With a purchase .it covers an entire ownership experience from a
product ,to Purchase ,through after care to repeat purchase.

clearly there are three phases in the consumer satisfaction process

namely:-
Pre-sales:
during this stage the consumer expectation are developed through the
Various information sources like advertising ,word of mouth and so on.
During-sales:
when the consumer is engaged in experiencing on how to deal with
enquiries and sell products.
After sales-period:
this refers to the period when the consumer has started using the
product.
Thus consumer expectations and their experience will together determine the
level of satisfaction .these expectations inclusive of:

Presales period:
 Availability of clear, useful information on :
 the product or service.
 its quality aspect.
 its core benefits or advantage.
 its price.
 its availability or sales outlet.
 how to obtain it

During sales period:

 opportunity to inspect the products.
 provision of attractive sales environment.
 courteous and attentive service.
 reasonable and reliable delivery.
 enhancing quality of goods and services.
 prompt redress in case of complaint receipt.
 freedom to choose with out undue sales pressure.

After sales period:

if required necessary support or advice be provided.
prompt replacements or refund if necessary.
smooth and straight forward complaints procedure.
efficient repair and maintenance service.
efficient and effective consumer follow-up process.
The feeling derived from comparing a product’s perceived
Performance vis –a-vis its expectation is defined as satisfaction .when the
Performance of the product exceeds the consumer’s expectations ,the marketer
would want a product’s performance to exceed consumer expectations.

Consumer who is merely satisfied may switch over to another brand.

but consumers who are highly satisfied are less likely to switch in spite of better
offerings from other brands. generally ,the high satisfaction creates an emotional
bond with the brand.

A very satisfied consumer will stay more years with the company
and make more Purchases as well .a brand represents a promise about the total
resulting experience that the customers can expect.

Consumers form expectations based on: past buying, experience,

word of mouth and competitor’s information promise. Raising expectations and
delivering Performances to match are the characteristics of many successful
companies today.

Different consumers may use different may use different yardsticks

to evaluate Performance. a level of service which is rated “highly satisfactory” by
one consumer may be rated “not satisfactory “by another consumer.

Similarly two different consumer s may be “highly satisfied” by a

particular level of service or a particular product, but for entirely different
reasons. These aspects must be taken in to account while designing
questionnaire to measure consumer satisfaction.
CHAPTER 3: DATA ANALYSIS AND INTERPRETATION
The analysis is based on a hypothetical secondary data survey of 100
respondents, where Yes/No questions were used to assess various
aspects of customer satisfaction with Coca-Cola. The data has been
presented in tabular form followed by interpretation and
corresponding bar graphs.

3.1 Do you consume Coca-Cola products regularly?

ResponseNumber of RespondentsPercentage

Yes No
70 30
I
70% 30%

nterpretation:
A majority of respondents (70%) consume Coca-Cola products regularly,
indicating a strong consumer base and brand preference.

Bar Graph:
3.2 Are you satisfied with the taste of Coca-Cola products?

ResponseNumber of RespondentsPercentage

Yes No
80 20
80% 20%

Interpretation:

80% of respondents are satisfied with the taste of Coca-Cola, reinforcing that
taste remains one of the brand’s strongest attributes.

Bar Graph:
3.3 Do you think Coca-Cola products are reasonably priced?

ResponseNumber of RespondentsPercentage

Yes No
60 40
60% 40%

Interpretation:

While a majority (60%) find Coca-Cola products reasonably priced, a significant

minority (40%) feel otherwise, which could indicate scope for reviewing price points
in some markets.

Bar Graph:
3.4 Are you satisfied with the availability of Coca-Cola products in your area?

ResponseNumber of RespondentsPercentage

Yes No
85 15
85% 15%

Interpretation:
Coca-Cola enjoys high availability across regions, with 85% of respondents
reporting easy access to the product.
Bar Graph:

Bar Graph:
3.5 Would you recommend Coca-Cola to others?

ResponseNumber of RespondentsPercentage

Yes No
75 25
75% 25%

Interpretation:
A strong 75% of consumers are willing to recommend Coca-Cola, indicating a
high level of brand satisfaction and loyalty.

Bar Graph:
CHAPTER 5
5.1 Findings

Based on the analysis of secondary data regarding customer satisfaction toward

Coca-Cola, the following key findings have been observed:
1. High Consumption Rate: Around 70% of respondents consume Coca-Cola
products regularly, indicating strong brand presence.
2. Taste Satisfaction: 80% of consumers are satisfied with the taste, confirming it
as a major strength of the brand.
3. Pricing Perception: 60% find Coca-Cola products reasonably priced, but 40%
perceive pricing as relatively high.
4. Availability: A significant 85% are satisfied with the availability of Coca-Cola
products in their region.
5. Brand Advocacy: 75% of the respondents are willing to recommend Coca-Cola
to others, showing high customer loyalty and brand trust.
5.2 Suggestions

1. Reevaluate Pricing Strategy: Since 40% of customers feel the pricing is

high, Coca-Cola could explore more competitive or region-specific pricing
models.
2. Focus on Health-Conscious Options: With increasing awareness of health
and wellness, Coca-Cola could enhance marketing of its low-sugar or zero-
calorie alternatives.
3. Expand Rural Reach: While availability is high overall, targeted distribution
in remote or rural areas could further increase market penetration.
4. Customer Engagement Programs: Loyalty programs or digital campaigns
could help in improving customer interaction and retention.
5. Feedback Mechanism: Encouraging and acting on direct customer feedback
will help Coca-Cola to continuously adapt to changing customer needs.
5.3 Conclusion

The study highlights that Coca-Cola continues to enjoy a strong position in the
market, primarily due to its consistent taste, wide availability, and brand value.
Most customers are satisfied with the product and would recommend it to
others, which indicates high brand loyalty. However, there is room for
improvement, especially in terms of pricing perception and adapting to
evolving consumer health trends.
By addressing these areas through strategic improvements and continued
innovation, Coca-Cola can further enhance customer satisfaction and
maintain its leadership in the competitive beverage industry.
Appendix: Questionnaire

Title: A Study on Customer Satisfaction with Reference to Coca-Cola

Dear Respondent,
This questionnaire is designed to gather information regarding your
satisfaction with Coca-Cola products. Your responses will be kept confidential
and used solely for academic purposes.

Section A:

Demographic Details
1. Age:

☐Below 18 ☐ 18–25 ☐ 26–35 ☐ 36–50 ☐ Above 50

1. Gender:

2. ☐Male ☐ Female ☐ Other

3. Occupation:

4. ☐ Student ☐ Employed ☐ Business ☐ Homemaker ☐ Other

5. How often do you consume soft drinks?

6. ☐ Daily ☐ Weekly ☐ Occasionally ☐ Rarely

Section B:

Customer Satisfaction – Coca-Cola Products

Do you consume Coca-Cola products regularly?

☐ Yes ☐ No

Are you satisfied with the taste of Coca-Cola products?

☐ Yes ☐ No

How would you rate the quality of Coca-Cola products?

☐ Excellent ☐ Good ☐ Average ☐ Poor

Are Coca-Cola products easily available in your area?

☐ Yes ☐ No

Do you find Coca-Cola products reasonably priced?

☐ Yes ☐ No

Which Coca-Cola product do you prefer most?

☐ Coca-Cola Classic ☐ Diet Coke ☐ Coke Zero ☐ Other

How do you rate Coca-Cola’s packaging and branding?

☐ Very Attractive ☐ Attractive ☐ Neutral ☐ Not Attractive

Have you ever faced any issues with Coca-Cola products?

☐ Yes ☐ No

If yes, please specify: _____________

Do you consider Coca-Cola to be a healthier beverage option compared

to others?

☐ Yes ☐ No ☐ Not Sure

Would you recommend Coca-Cola to others?

☐ Yes ☐ No

Overall, how satisfied are you with Coca-Cola?

☐ Very Satisfied ☐ Satisfied ☐ Neutral ☐ Dissatisfied ☐ Very Dissatisfied

Bibliography

1. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).

Pearson Education.
2. Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior. Pearson
Education.
3. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing:
Integrating Customer Focus Across the Firm. McGraw-Hill.
4. Coca-Cola Company Official Website. Retrieved from Your paragraph
text
5. Research articles and reports from JSTOR, ResearchGate, and Google
Scholar related to customer satisfaction in FMCG and beverage
industry.
6. Market Research Reports and Industry Analysis – IBISWorld, Statista,
and Mintel (Accessed 2024).