Soft-drink survey - Data Analysis

Dear All,

Thanks for your kind responses to the survey conducted to determine consumer behavior while selecting a soft-drink. Original survey link in case you need to refer to the questions: https://qtrial.qualtrics.com/SE/?SID=SV_db3jJivj7IzxwuU

A total of 80 completed responses were received for the survey.

Points to be noted:
92% respondents were from the age group of 18-27 years.
70 Males and 10 females responded to the survey.

In the survey, i had requested to list out the top 3 brands which your prefer.
Results: ThumsUp was the most favored Brand with 20 people listing it as their first choice, 12 people listed it as their 2nd choice and 7 people preferred it for the 3rd choice.
Maaza, Pepsi and Sprite each were the 1st choice of 12 respondents.
Coke was the first choice of 10 respondents.

Index of consumer rating for the top 5 brands, in order of their preference is:

ThumsUp - 20, 12, 7
Sprite - 12,11,16
Maaza - 12, 8 ,11
Pepsi -  12, 8 , 9
Coke - 10, 18, 9

These five brands are way above in preference and consumption than the rest of the pack.

Now a very interesting fact is that barring Pepsi all the brands namely Maaza, Sprite,Coke and ThumsUp fall under the Coca-Cola Umbrella brand. So, clearly Coke brands dominated at-least this small set of respondents.

Now, the next question was to reason why someone buys that soft-drink.
Out of 80, 57 people said its the taste that matters. 12 people put Brand of a soft-drink as the main motivating factor. Other 11 responses were spread among the other 3 options - Availability, offers and packaging.

Hence, this shows that taste is really an important aspect in the sales of a soft-drink.

The next question was to identify the ad slogans, people identified most of the ads correctly with the most popular ones being:
Coke - Open happiness
Pepsi - Change the Game, Youngistan ka WoW
So, it can be concluded that though people identify the ads, they remember the brands but still its the TASTE that contributes more to the actual buying of a soft-drink. Or you can say its a combination of mainly a good taste and an admirable, decent brand.

Next question was on the frequency of soft-drinks consumption, i was a little startled to see the less frequency of soft-drink intake:

52 people out of 80 (65%) take soft-drinks 0-2 times/week.
13 people (16%) have them 2-5 times/week.
and 15 people (19%) have them more than 5 times/week.

I further digged into the data to see the consumption frequency and buying factors for the top 5 brands. I found that the ThumsUp, Coke and Pepsi have the highest frequency consumption among all the brands. Taste dominates the buying motivation ably supported by Brand.

The next question was to list out the reasons for not preferring a soft-drink, a large majority of people i.e. 47 out of 80  reported that the availability of other healthier drinks in the market like juices/milk etc. prevents them from buying a soft-drink. Moreover, 65% of the people who responded to the survey have a meager soft-drink consumption. Is the future of soft-drinks bleak?
Also do you remember the last time when a soft-drink brand was launched?
However, we can think of various juices, flavored milk, health drinks being introduced in the recent times. Some recent brands which i can think of are LMN, Britannia Badam Milk, TZinga health drink etc.
Seems like the message is clear, people go for soft-drinks, because they are trendy, they are available on the go, are affordable and are good thirst quenchers, but there is lot of scope for better and healthier drinks in the market. The soft-drink market is booming and wide open :-)

On another note, soft-drink sales are specially boosted by Sales in Movie theatres, in Pizza parlors, at fast food joints like KFC, MacDonald's etc. I personally prefer a non-aerated drink like some Tropicana juice, Nimbooz or plain mineral water, if i am thirsty and looking to buy a drink from a shop. Its just at KFC's and movie halls when i consume a soft-drink. Smart positioning....aint it?

I would like to end this post with a salute to the winner...ThumsUp - Taste the Thunder!


More soon.....

Cheers,
Ankit









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