A Comparative Analysis of the Customer’s Perception on Carbonated Drinks:Pepsi versus Coca-Cola versus RC-Cola

This is an extensive research of the consumer perception of the cola drinks (Pepsi, Coca-Cola and RC Cola) and the Market Potential of Coca-Cola, Pepsi and RC Cola. It covers an extensive survey and depicts all graphs, facts and figures of two companies. It begins with the introduction of carbonated drinks and introduction of these companies. These companies have interests in various sectors and they provide consistent quality products to meet customer's requirement worldwide. This paper clearly mentions the objective of the study and the research methodology utilised for the study. The data collection method used is structured, non-disguised questionnaire in which the types of questions used are open ended, and multiple choice and close ended. The paper contains a detailed view of the tasks, which has been undertaken to analyse the market of COLAs. Various sets of questions have been prepared to know the preferences of consumers about these COLAS. The research areas are Delhi and NCR. In this study, researcher found that most of the consumers prefer Pepsi as their 1st preference and then Coca-Cola, but the low income group people prefers RC Cola. Besides, this it also studies the customer feedback about the Coca Cola, Pepsi and RC Cola. Thus, it can be said that the broad goal of the research "To study the consumers' preference for cola" as a whole. The research work was done through the collection of primary data and secondary data by questionnaire through the market survey technique. Thus, based on the research, conclusions and suggestions have been made to make the performance of COLA better.

Objectives of the Research Paper are to conduct comparative analysis of the perception of customers about various COLA DRINKS (Coca-Cola Vs Pepsi Vs RC Cola), to identify the most preferred COLA DRINK among the consumers, to identify the factors affecting the purchase decision of COLA DRINKS and to identify the type of advertising strategy majorly influencing the customers' buying behavior with a special focus on deriving the relationship between the celebrity endorsements and buying behavior of consumer.