CHAPTER-FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 Introduction
The previous chapter provided the concept bases and format of this study. This

chapter is the main heart of the study. This chapter presents and analyzes the

collected primary data in Chitwan District, with the help of field survey. For this

purpose we use both descriptive and statistical tools and techniques. The data are

presented and analysis is done from final consumer. Bar diagrams, pie charts have

been presented to clarify the actual data. Specially, the chapter includes analysis and

interpretation of the data obtained from respondents.

In course of conducting this research, the researcher selected 100 consumers

or respondents and tried to find-out views of consumers. It was found that all of the

respondents have the drinking habit of cold drinks. Obtaining responses, various

tables are prepared. Homogeneous natures of data have been put into the same

table. The data are presented and analyzed here under.

4.2 Profile of respondents

4.2.1 Sex groups

Table No.4.2.1: Sex Groups of Consumer

S.N. Sex Frequency Percentage

1 Male 53 53.0

2 Female 47 47.0

100 100.0

Source: Consumer Survey 2064

48
 Table No. 4.2.1 deals with the sex groups of consumer. Among 100

respondents 53 age male and 47 are female. It seems that male consumers are

slightly more in no. that female.

This task can also be explained by simple pie chart.

Figure No. 4.2.1: Sex groups of consumer

47% Male
53% Female

Source: Table No.4.2.1

4.2.2 Occupation
Table No.4.2.2: Occupation of Consumer

S.N. Occupation Frequency Percentage

1 Service 28 28.0

2 Business 32 32.0

3 Student 40 40.0

100 100.0

Source: Consumer Survey 2065

Table No. 4.2.2 shows that most of the consumers of cold drinks in

chitwan are students. Among 100 respondents 28% service holder, 32%

Businessman and 40% are students. We can explain above task by figure

below:

49
 Figure No. 4.2.2: Occupation of Consumer

45 40
40
35 32
30 28 Service
25
Business
20
15 Student
10
5
0
1

Source: Table No.4.2.2

4.2.3 Age of Consumers

Table No.4.2.3: Age of Consumer

S.N. Age Frequency Percentage

1 18-25 42 42.0

2 26-35 33 33.0

3 35 above 25 25.0

100 100.0

Source: Consumer Survey 2065

The above table shows that there is a majority of consumer of the age

between 18-25, which is 42%, 26-35 ages ore 33% and 35 above are 25%. It

can be explained by diagram also

50
 Figure No.4.2.3 Age of Consumer

45
40
35
30
25
20
15
10
5
0

18-25 26-35 35 above

Source: Table No. 4.2.3

4.2.4 Marital Status

Table No.4.2.4: Marital status of consumer

S.N. Age Frequency Percentage

1 Married 52 52.0

2 Unmarried 48 48.0

100 100.0

Source: Consumer Survey 2065

Table No. 4.2.4 Deals with the marital status consumer. Here most of

the consumers who seen likely to have cold drinks have been taken as sample

to get more responding answers regarding the questions asked for in research

questionnaire

Among 100 respondents 52 are married and 48 are unmarried. It seems

that unmarried consumers are more in no. than married.

51
 Figure No. 4.2.4: Marital status of consumer

48% Married
Unmarried
52%

Source : Table No. 4.2.4

4.3 Description of variable

4.3.1 Brand Preference

Table No.4.3.1: Brand preference of consumer

S.N. Brand Preference Frequency Percentage

1 Coca-Cola 52 52.0

2 Pepsi-Cola 12 12.0

3 Real 27 27.0

4 Other 9 9.0

100 100.0

Source: Consumer Survey 2065

The analysis of the responses of consumer's brand preference out of 100

respondent's table no.4.3.1: has made for interpretation. Among 100 respondents

have found preferred Coca-Cola brand, 12% Pepsi Cola brand, 27% Real brand and

taste of consumers i.e. 9% have found preferred other brands. It can be explained by

diagram also.

52
 Figure No. 4.3.1: Brand Preference of consumer

60
52
50

40

30 27

20
12
9
10

0
Coca-Cola Pepsi-Cola Real Other

Source : Table No. 4.3.1

4.3.2 Influencing factors

Table No.4.3.2: Influencing factors of Cold drinks

S.N. Influencing factor Frequency Percentage

1 High quality 51 51.0

2 Low price 8 8.0

3 easily available 28 28.0

4 Volume 0 0.0

5 Other 13 13.0

100 100.0

Source: Consumer Survey 2065

Table No.4.3.2 deals with the influencing factor of consumers to prefer

different brands of Cold drinks among 100 respondents 51 % motivated to the

high quality, 7% to the low price, 24% to the easily available, 0% to the volume

and rest of 15% to the other factors. We can explain above table by figure

below.

53
 Figure No. 4.3.3: Influencing factors of cold drinks

60

50 51

40

30 28

20
13
10
8

0 0
High quality Low price easily available Volume Other

Source: Table No. 4.3.3

[Link] to prefer selected brand.

Table No. 4.3.4: factors to prefer selected brand of cold

drinks.

S.N. factor Frequency Percentage

1 Price 2 2.0

2 Availability 4 4.0

3 Quality 32 32.0

4 taste 50 50.0

5 Brand image 8 8.0

6 Packaging 2 2.0

7 Advertising 2 2.0

8 Others 0 0.0

100 100.0

Source: Consumers Survey 2065

Table No. 4.3.4. Deal with the major factors to prefer selected brand of

cold drinks. Among 100 respondents 50% consumers selected the taste and

54
 rest of 50% consumers has selected the other factors only 0% consumers is in

other factors than above mentioned. This table can also be explained by

simple bar diagram

Figure No. 4.3.4: Factors to prefer selected brand of cold drinks.

60
50
50 Price
Availability
40
32 Quality
30 Brand image
Packaging
20
Advertising

10 Others
2 4 2 2
0
0
1

Source: Table No. 4.3.4

4.4 Ranking of different brand of cold drinks.

In the table below the consumers priority to different brands have been

presented note that the highest priority given cold drinks is denoted by 1 and the

lowest priority given cold drinks is denoted cold drinks has lowest mean value and the

number 4 denoted cold drinks has got highest mean value.

Table No. 4.4: Ranking of different brand of cold drinks.

S.N. Cold drinks Ranking Mean

1. Coca-cola 1 1.67

2. Real 2 2.28
Source: Consumer 3. Pepsi-cola 3 2.44 Survey 2064
(As calculated in Annex No.1)
4. Others 4 2.61

By the overall average

(means) ranking of various brands of cold drinks, Coca cola is seen that the best with

55
mean value of 1.67, the lowest one. It is fallowed by real with 2.28 mean values. The

other brands having the highest mean value is a least population brand.

4.5. Consumption pattern of cold drinks.

Table No: 4.5: consumption Pattern

Period frequency Percentage

Occasionally 62 62.0

Frequently 38 38.0

100 100.0

Source: Consumer Survey 2065

The above table shows the frequency of consumption pattern of cold drinks.

Most of he consumer takes cold drink brand occasionally. 62% consumers have

chosen occasionally in the question how often do you use cold drinks. Remaining 38%

consumer have chose frequently. We can better explain by bar diagram.

Figure No. 4.5 Consumption Pattern

38%
Occasionally
Frequently
62%

Sources: Table No. 4.5

4.6 Consumption quality of cold drinks

Table No. 4.6

56
 Consumption times frequency Percentage

One bottle in a day 8 20.52

Two bottle in a day 4 10.25

More than two in a day 3 5.13

Not certain 25 64.1

100 100.0

Source: Consumer Survey 2065

The above table illustrates how many bottles of cold drinks do the consumer

consumes in a day. Among 39 respondents, who have chose frequently (shown in

table No. 4.6), 20.52% consumes one bottle in a day, 10.25% consumes two bottle in

a day, 5.13% consumes more than two bottle in a day and remaining 64.1%

consumers have select not certain. It can be better explained by figure below.

Figure No.4.6 Consumption quantity of cold drinks

30
25
25

20

15

10 8
4 3
5

0
One bottle in a Two bottle in a More than two in Not certain
day day a day

Source: Table No. 4.6

4.7 Most preferable place to buy the product

Table No. 4.7 Place to buy product

57
 Place frequency Percentage

Restaurant 15 15.0

Grocery shop 10 10.0

Cold store 18 18.0

Any where 57 57.0

100 100.0

Source: Consumer survey 2065

From the above table, most of the consumer i.e.57% wants to buy cold drinks

from different places 18% from cold store, 15% from restaurant and 10% from Grocery

shop. It can be better explain by figure below.

Figure No. 4.7 Place to buy product

15%

Restaurent
10% Grocery shop
Cold store
Any where
57%
18%

Source: Table No. 4.7

58
4.8 Single word to preferred brand

Table No.4.8 Single words to preferred brand

Word frequency Percentage

Best 23 23.0

Good 48 48.0

Satisfactory 29 29.0

Worst 0 0.0

100 100.0

Source: Consumer Survey 2065

Table No. 4.8 deals with the single word to preferred brand. Among 100

respondents, 23% consumers have chosen best to their selected brand. 48%

consumer have chosen good, 29% consumers have chosen satisfactory and 0%

consumer have chosen worst to their brand. We can better explain below by bar

diagram.

Figure No. 4.8 Single word to preferred brand

60
48
50

40
29
30
23
20

10
0
0
Best Good Satisfactory Worst

Source : Table No. 4.8

59
4.9 Selected Brand according to quality, price taste

Table No. 4.9, Selected brand according to quality,

price and taste

According to Coca-Cola Pepsi-cola Real Total

Quality 51 17 32 100

Price 48 25 27 100

Taste 50 11 39 100

Source: Consumer Survey 2065

Table No. 4.9 Show the selected brand according to quality price and

taste. Among 100 Respondents, 51% of consumers have suggested the coca

cola as high quality product and remaining two products Pepsi-cola is 15% and

Real is 32% respectively. Similarly, 48% respondents have given view better

price of Coca-cola and the other two products Pepsi-cola is 25% and Real is

27%. At last, on the terms of taste. 50% of respondents have suggested good

taste and the left two products Pepsi-cola is 11% and Real is 39%.

Figure No.4.9 : Selected brand according to quality price and taste

60
51 50
48
50
39
40
32 Coca-cola
30 27 Pepsi-cola
25
Real
20 17
11
10

0
Quality Price Taste

Source: Table No 4.9

60
4.10 Chi Squash test for independence of age group and quality

consumed.
Table No. 4.10

Age Occasionally Frequency Total

18-25 16 23 49

26-35 19 9 28

36 above 17 6 23

62 38 100

Source: Consumer Survey 2065

1. Setup hypothesis

Null hypothesis: H0: Quantity of cold drink consumer is independent upon age

group.

Alternative hypothesis: H1 : Quantity of cold drink consumer is dependent upon

age group

2. Test statistics: x2 calculated = 3.47 (Annex:2)

3. Level of significance : α = 0.05 OR 5%

Degree of freedom (df) =2

4. Critical value 2 tabulated = 5.991476

5. Decision: Since 2 calculated <2 tabulated therefore H0 is accepted at 5%

level of significance.

Here, calculated value is smaller than table value therefore null hypothesis is

accepted i.e. age group is independent to the quality of cold drink consumed.

61
4.11 Major Findings:
From the field survey and analysis of the behaviour of the consumers in the
Chitwan district, the following things are found.
1. The consumption of Coca-Cola cold drink is very high in the Chitwan
district in comparison to others.
2. Most of the consumers take cold drinks occasionally. (Table No. 4.6)
3. Most of the respondents have suggested for reasonable price and
increasing quality of cold drinks to the manufacturer. They also
mentioned about the term healthy product should produce.
4. In the market competition, Coca-Cola is in the top position and behind it
is Real. The presence of other cold drinks is not remarkable. (Table
4.3.1)
5. Consumers give more preference to Coca-Cola brands with its quality,
price and taste.
6. Most of the respondents have selected high quality towards the product.
7. More than 50% consumers have found to take cold drinks brand
anywhere.
8. Among 100 respondents 50% consumers of Coca-Cola have selected
the factors 'Taste' of cold drinks.
9. On the basis of ranking, Coca-Cola is found as best than the other cold
drinks brand.
10. Price and quality of Coca-Cola also lead the better than other brands.
11. Real Juice is found as second brand preferred by consumers in Chitwan
District.
12. In terms of single word towards preferred brand, 48% consumers have
chosen 'good' to the selected brand.
13. In terms of single word towards preferred brand, 64.1% consumers
selected not certain in terms of quality they consumed. (Table No. 4.6)
14. Quantity of cold drink consumed is dependent upon age group. Age
factors could not affect for the consumption of cold drinks.

62
 CHAPTER-FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary
Consumer behaviour is the study of how people buy, what they buy, when they

buy and why they buy. It blends elements from psychology, sociology, socio-

psychology, anththropology and economics. It attempts to understand the buyer's

decision making process, both individually and in groups. It studies characteristics of

individual consumers such as demographics, psychographics and behavioural

variables in an attempt to understand people's wants. It also tries to assess influences

on the consumer from groups such as family, friends, reference groups and society in

general.

This research objective is studying behaviour of consumers. Consumer

behaviour is important to all the marketers, who are producing consumer goods. It

deals with consumer satisfaction. The topic of this study is "Consumer Behaviour

Towards Cold Drinks in Chitwan District". An attempt is made to find out brand

preferences of consumers and the factors that develop such preferences, examination

of consumption pattern of cold drinks, market leaders of cold drinks in Chitwan district

in consumers' point of view and provide suitable suggestions. For the purpose of the

study null hypothesis were developed. To avoid the chances of duplication in the

study and to confirm whether the study is in accordance with the principles and

doctrines, supportive texts and the previous dissertation have been reviewed.

The samples for the study comprised 100 consumers are taken from Chitwan

district. A questionnaire consisting 8 questions were administered to the respondents.

The data obtained from them were analyzed using percentage, chi-squire test and

charts

The percentage analysis reveals that among 100 respondents 52.0 preferred

Coca-Cola brand, 27.0% preferred Real brand, 12.0% preferred Pepsi-Cola brand and

63
rest of 9.0% preferred other brands. Consumer consume cold drinks into two ways,

62.0% consumers consume cold drinks occasionally and 38.0% consumers consume

cold drink frequently. Among 38.0% consumers, who consume cold drinks frequently,

20.52% consume one bottle in a day, 10.25 consume 2 bottles in a day. 5.13%

consume more than two in a day and rest of 64.10% are not certain for the

consumption, consumers chose cold drinks according to brand image are not ignored.

Similarly, among 100 respondents, 47.0% consumer gives the answer good to their

preferred brand and remaining 29%, 23% consumers give satisfactory and best

respectively, consumers buy cold drinks from different places. Most of them 57.0%

consumers want to purchase cold drinks from anywhere 18.0% from cold store, 15.0%

from restaurant and 10.0% from grocery shop.

To conclude, the test of hypothesis shows one of the most important facts, i.e.

quality of cold drink consumed is independent upon age group. Age factors do not

affect for the consumption of cold drinks.

5.2 Conclusions
The following conclusions have been derived from the analysis and

interpretation of the data.

The entire sampled consumers have drinking habit of cold drinks. According to

Brand preference most of the respondents prefer Coca-Cola, then Real, Pepsi-Cola

and others respectively. Most of the respondents purchase cold drinks from any where

then cold store. Most of the respondents take cold drinks occasionally and there is not

difference between the drinking habit of married and unmarried consumers. Most of

the frequent consumers drinking quantity are not certain. Consumers choose cold

drinks according to brand name but product quality, taste, availability, price, brand

image are not ignored. Most of the respondents select their brand due to the high

quality and then easily available. None is interested in volume. Very few respondents

have consumed other brands except Coca-Cola, Pepsi-Cola and Real. Coca-Cola

64
brand is the most popular brand of cold drinks in Chitwan district, It has greater share

than Real, Pepsi-Cola and other brands. A hypothesis test reveals that, quantity of

cold drink consumed is independent upon age group.

5.3 Recommendations
The following are the suggestions and recommendations for the overall

development of situations discussed above.

1. The Coca-Cola brand should study the consumer behaviour continuously and

regularly and prepare the strategies accordingly.

2. The consumers having positive behaviour should be encouraged more and

should include negative behaviour and should improve its different aspects.

3. Coca-Cola brand should maintain its Quality/price/taste.

4. It is perceived that the Coca-Cola brand should make the consumers believe

that the price of cold drinks is justifiable. Because most of the respondents

have expressed their suggestions that the price of the cold drinks is high which

is the common expression of the consumers.

5. In order to be successful in the competition and to create good influence on

society it should participate in social activities.

6. Being alert with the other brands, it should adopt defensive strategy.

7. As greater number of consumers has intention to buy product at any where, the

producers of cold drink should try to motivate the retailers for increasing sales

as well as market share.

8. As consumer's behaviour is highly affected by products manufactured with the

help of better technology, the sampled organizations should produce in

accordance with consumer demand for which they may adopt effective opinion

survey.

9. The Companies should undertake marketing research on a regular basis to

monitor the performance of cold drinks.

65
10. The other cold drinks companies should introduce some promotional

schemes to the consumers for better marketing approach.

66
 BIBLIOGRAPHY
BOOKS
Agrawal, G.R. (2001). Marketing Management in Nepal. Kathmandu: M K Publisher.
Dahal, P. & Khatiwada, S.P. (2058). Research Methodology. First Ed. Kathmandu:
M.K. publisher and Distributors.
Howard, K. W. & Panta, P.R. (1999). A hand book for Social Science Research and
Thesis Writing. Kathmandu: Second Ed. Buddha Academic Enterprises Pvt.
Ltd.
Joshi, P.R. (2002). Research Methodology. Second Ed. Kathmandu: Buddha
Academic Enterprises Pvt. Ltd.
Koirala, K.D. (2005). Fundamental of Marketing decision. First Ed. M.K. Publisher &
distributer.
Kotler, P. (1977). Marketing Management. Ninth Ed., Prentice Hall.
Kottler, P (1999). Marketing Mangemant. Millennium edition, Prentice Hall.
Mowen, J.C. Consumer Behaviour. Second Ed. Maxwell MacMillan.
Ramaswamy, V.S. & Namakumari, S. Marketing Management-planning,
IMplementation and Control. - The Indian Context- Second Ed.
Schiffman, L. G. & Knuk, L. L. Consumer Behaviour. Sixth Ed.
Sharma, G. R. (2001). Marketing Management. Kathmandu: First Ed. Bhunipuran
Prakashan.
Shrestha, S. & Silwal, D.P. (2057). Statistical Methods in Management. Kathmandu:
First Ed. Taleju Prakashman.
Shrestha, S. K. (2008). Marketing Research. Kathmandu: Dhaulagiri Books and
Stationary.
Stanton, W. J. & Etzel, M. J. & Walker, B. J. Fundamentals of Marketing. Tenth Ed.
Sthapit, A. (2004). Statistical Methods. Second Ed. Buddha
Academic Publishers and distributors Pvt. Ltd. Kathmandu.

67
AN UNPUBLISHED DISSERTATION T.U.
Bhatta Deepa(2003) “Consumers analysis of cold drinkers”, TU

Neupane Surendra (2003) “Cold drink sonsumer behaviour in Kathmandu valley”, TU

Pradhan Ranjana (2006) “Consumer buying behaviour on beer”, TU

Piya Subash (2006) “The Marketing of cold drinks”, TU

Sapkota Narayan Prasad (2001) “Consumers attitude towards wai-wai instant

noodles”, TU

INTERNET SEARCH

[Link]

[Link]

[Link]

[Link]

[Link]

hhtp://[Link]/nepal/[Link]

68
 Questionnaire
Hello! Namaste!!!
Now I am planning to do a research investigation on ‘CONSUMER
BEHAVIOUR TOWARDS COLD DRINKS IN CHITWAN DISTRICT’. So in this
regard I want to take some help from your side.
Name: Contact No:
Address: Age: (18-25) [ ], (26-35) [ ], (above 36) [ ]
Occupation: Service [ ], Business [ ] Student [ ]
Sex: Male [ ] Female [ ]
Marital Status: Married [ ] Unmarried [ ]
1. Do you take cold drink?
a) Yes  b) No 

If yes, which brand mostly prefers you ?

Why,

a) High quality  b) Low Price  c) Easily Available 

d) Volume  e) Others ...........

2. In your opinion, which factor mostly influence primarily to prefer brand?

a) Price  b) Availability  c) Quality  d) Taste 

e) Brand Image  f) Packaging  g) Advertising  h) Others .............

3. Rank the following brand according to your preference ? ( Rank best as 1 and
worst as 4 accordingly)

a) Coca-cola  b) Pepsi-Cola  c) Real  d) Others ........

4. How often do you drink the preferred brand?

a) Occasionally  b) Frequently 

69
 If, frequently how many times do you take cold drinks?
a) One Bottle in a day 
b) Two Bottle in a day 
c) More than two in a day 
d) Not Certain 

5. Which place do you like to buy the cold drink specially?

a) Restaurant 
b) Grocery Shop 
c) Cold Store 
d) Any Where 
6. If you are suppose to define your preferring brand in a single word then what
will be your opinion?
a) Best  b) Good  c) Satisfactory  d) Worst 

7. Select the best brand name according to: (Please Tick One)
Brand Names
Best Brand according to Coca-Cola Pepsi Cola Real
Quality
Price
Taste

8. Suggestion to the cold drink manufacturer

..............................................................................................................................

..............................................................................................................................

..............................................................................................................................

..............................................................................................................................

........................................

Thank You!

70
 ANNEX-1

Mean Calculation for Ranking of different brand of

Cold drinks

Rank 1 2 3 4 Total

Coca-cola 56 24 17 3 100

Pepsi-Cola 13 39 39 9 100

Real 28 32 24 16 100

Other 3 5 20 72 100

Total 100 100 100 100

Source: Consumer Survey 2065

Calculation of Mean

Coca-Cola

Ranking (X) No. of Consumer (F) FX

1 56 56

2 24 48

3 17 51

4 3 12

N=100 fx=167

Mean (x ) = fx / N = 167/100 = 1.67

71
 Calculation of Mean
Pepsi-Cola
Ranking (X) No. of Consumer (F) FX
1 13 13
2 39 78
3 39 117
4 9 36
N=100 fx=244

Mean (x ) fx / N = 224/100 = 2.44

Calculation of Mean
Real
Ranking (X) No. of Consumer (F) FX
1 28 28
2 32 64
3 24 72
4 16 64
N=100 fx=228

Mean (x) = fx / N = 288/100 = 2.28

Calculation of Mean
Others
Ranking (X) No. of Consumer (F) FX
1 3 3
2 5 10
3 20 60
4 72 288
N=100 fx=361

Mean (X ) = fx / N = 361/100 = 3.61

72
 ANNEX-2

Chi square test for independence of age group and quantity consumed:

Age Occasionally Frequently Total

18-25 26 23 49

26-35 19 9 28

36-Above 17 6 23

62 38 100

Setup Hypothesis

Null Hypothesis: Ho: Quantity of cold drink consumed is independent upon age

group.

Alternative Hypothesis:H1: Quantity of cold drink consumed is dependent upon

age group.

73
 Chi-square Contingency Table Test for Independence

Occasionally Frequently Total

18-25 Observed 26 23 49

Excepted 30.38 18.62 49.00

(O - E)2 / E 0.63 1.03 1.66

26-35 Observed 19 9 28

Excepted 17.36 10.64 28.00

(O - E)2 / E 0.16 0.26 0.42

36 above Observed 17 6 23

Excepted 14.26 8.74 23.00

(O - E)2 / E 0.53 0.86 1.39

Total observed 62 38 100

Expected 62 48 100

(O-E)2/E 1.32 2.15 3.47

3.47 chi-square

2 df

Chi-Square =  (0-E)2/E = 3.47 (where, some of the value of three types of age

group)

Degree of freedom (df) = 2

(df) = (r-1) (c-1)

= (3-1) (2-1)

=2x1

74
 =2

Table value 5.991476

Here, calculated value is smaller than table value therefore null hypothesis is

accepted i.e. quantity of cold drink consumed is independent upon age group.

Note : Expected frequency cell

E= = = 18.62

= = 30.38

Value of Chi-Square :

2 = 

Occasionally

= 0.63

Where,

0 = Observed Frequency

E = Expected Frequency

Frequently

= 1.03

75