In India, the volume of aerated beverages
amounted to approximately 4.92 billion liters and was estimated to reach a
little over 6.8 billion liters by the year 2021. Even though homemade and
traditional beverages will always remain admired, packaged beverages are
gaining traction with consumers who are now routinely reaching out for more
convenience-based products such as carbonated drinks. While the demand for
consumption is on the rise, manufacturers of soft drinks have a wide gap to
fill before they are able to fully exploit the opportunity. The central purpose
of this research paper is to ascertain which company
is the leader in the Indian aerated drinks market. This paper aims to study two
major payers in the market and analyze the various factors that influence
consumer’s perception and preference towards aerated drinks. The conclusion to
this case study emphasizes that Coca Cola emerged as the market pioneer in the
aerated drinks industry in comparison to its main counterpart, PepsiCo.
Keywords- aerated beverages, traction, and pioneer.
The Coca-Cola Company is an America based Multinational Corporation, retailer, manufacturer, and marketer of nonalcoholic
syrups and beverage concentrates. The company is headquartered in Atlanta, Georgia, but incorporated in Wilmington, Delaware. It is popularly known for
its flagship and most famous product Coca-Cola, that was
originally intended as a patent medicine, and was invented in the late 19th century by John Pemberton. This was later bought out by businessman Asa Griggs Candler, whose marketing tactics and innovative mind led Coca-Cola to its
dominance of the world’s carbonated-drinks market throughout the 20th century.
The company has run a franchised distribution system since 1889, wherein it only produces the syrup
concentrate that is later sold to various bottlers worldwide who hold their exclusive territories.
PepsiCo- PepsiCo, Inc. is
also a multinational food, beverage, and snack Corporation based out of America like its
counterpart, Coca Cola Company. It is headquartered in a small hamlet known as
Purchase in New York. PepsiCo was established in the year 1965 as a merger
of two companies namely, Pepsi- Cola Company and Frito-Lay, Inc. The brand
later acquired Tropicana Products in the year 1998 and it merged with Quaker
Oats Company, including energy drinks company- Gatorade. Pepsi Co is one of the leading brands in the food and beverage industries,
with its products being sold in over two hundred countries around the world.
Importance and need of the study
1) To examine consumer perception of carbonated beverages.
2) To examine the relationship between demographic factors on buying
behaviors of carbonated beverages.
3) To study the influence of advertising on the buying pattern of consumers,
with special reference towards aerated drinks.
4) To examine the relationship between the level of satisfaction and
attributes of the products offered by these two companies.
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