A Study on Consumer Awareness and Satisfaction Towards Orange Flavored Soft Drinks in Tier-I Cities of Tamilnadu
Keywords:
Orange flavor, Soft drink, Consumer Satisfaction, Consumer awareness, AdvertisementAbstract
One of the yardsticks to measure the success of any brand or product is the quantum of satisfaction it produces. Every advertisement intends to communicate some message to create awareness about the brand or product and to create a desire to purchase it. Hence, while planning for advertisement, the objective to be attained, the target audience, advertisement appeal, the coordination with the sales force should be taken into consideration. The study identifies the awareness level and consumer satisfaction towards orange flavored soft drink. The study was carried out in the couple of months. It is aimed to know the consumers’ view about the brand and its features. The advertisement for promoting the brand was evaluated to determine its effectiveness or the awareness it created among consumers. The study was carried out in tier 1 cities in Tamilnadu that is Chennai and Coimbatore with the sample size being 250. The primary data was obtained through a structured questionnaire and the secondary data was collected from company documents, magazines, Daily news papers and journals. Bar diagrams was used wherever necessary. The data has been analyzed using Percentage method, Correlation and Mean score value. Finally this study is concluded by giving tips to creating awareness and making satisfaction to the customer for orange flavored soft drinks for new launching brands by analyzing existing brands in tier-I cities in Tamilnadu.
References
Bernard J. Jansen, Mimi Zhang, Ying Zhang studied (2006), The Effect of Brand Awareness on the Evaluation of Search Engine Results, Retrieved from http://citeseerx.ist.psu.edu/viewdoc/summary?doi=1
1.1.94.6594
Len Cercone (2000), Create consumer brand awareness to cultivate customer loyalty and ensure continuing sales success
Erdem, Tülin, Susumu Imai and Michael Keane (2003), “A Model of Consumer Brand and Quantity Choice Dynamics under Price Uncertainty,” Quantitative Marketing and Economics, 1 (1), 5-64. (lead article.)
Del I. Hawkins and Kenneth A. Coney, Peer group influences on children’s product preferences, Journal of the academy of Marketing science, January, 1974, Volume 2, Pp:322-331
Ghose.S, Lowengart O. (2001), Taste tests: impacts of consumer perceptions and preferences on brand positioning strategies, Journal of Targeting Measurement and Analysis for Marketing, 1st March 2001, Volume – 10, Pp: 26-41
Adeolu B. Ayanwale, Taiwo Alimi and Matthew A. Ayanbimipe (2005), The Influence of Advertising on Consumer Brand Preference, Journal of Soc. Sci., Volume – 10(1), Pp: 9-16, 2005
Mandy Klerkx and Lex van Meurs, (2006). Processing Outdoor Posters: Product and Brand Recognition in as Split of a Second, in: Diehl, Sandra & Terlutter, Ralf (Eds.) (2006), International Advertising and Communication, Wiesbaden: DUV/Gabler (Edition Wissenschaft), pp. 123-139
Ahmad Jamal, Kamal Naser, (2003), Factors influencing customer satisfaction in the retail banking sector in pakistan, International Journal of Commerce and Management, Vol. 13 Iss: 2, pp.29 – 53, DOI: 10.1108/eb047465.
Jones, Thomas O. and W. Earl Sasser Jr (1995), why satisfied customers defect? Harvard Business Review 73, no. 6 (November – December: 1995), Retrieved from http://hbr.org/1995/11/why-
satisfied-customers-defect/ar/1
Jyh-Shen Chiou and Cornelia Droge (2006), Service Quality, Trust, and Specific Asset Investment, and
Expertise: Direct and Indirect Effects in a Satisfaction loyalty Framework, Journal of the academy of Marketing science, Sage online journals, 2006, Retrieved from
http://jam.sagepub.com/content/34/4/613.short?rss=
&ssource=mfc
Magnus Soderlund & Mats Vilgon (1999), Customer Satisfaction and Links to Customer Profitability: An Empirical Examination of the Association between
Attitudes and Behavior, SSE/EFI Working Paper Series in Business Administration No. 1999:1, January 1999, JEL code: M31
Bitner, Mary Jo and Amy R. Hubbert (1994), Encounter Satisfaction versus Overall Satisfaction versus Quality: The Customer's Voice, in Service Quality: New Directions in Theory and Practice, Roland T. Rust and Richard L. Oliver, SAGE
Publications, 72-94.
Morden A.R. (1991). Elements of Marketing. London: D.P. Publication Ltd
Susan Friedmann, Building brand awareness through tradeshows, Integrating brand awareness into your exhibit program, Retrieved from http://www.marcommwise.com/article.phtml?id=82
(or/and) http://www.zeromillion.com/marketing/tradeshowawareness.html
Arens, Williams F. 1996. Contemporary Advertising. USA: Richard D. Irwin, A. Times Mirror Higher Education Group Inc. Company.
Kotler, P. (1988). Marketing Management: Analysis Planning and Control. New Jersey: Prentice Hall, Eaglewood Cliff.
Reichheld FF, 1993, Loyalty-Based Management, Harvard Business Review, March-April, 64-73 [18] Jacoby J & Chestnut RW, 1978, Brand Loyalty: Measurement and Management, John Wiley, New York
Kan (1995), Dissatisfied customer and satisfied customer
Oliver RL, 1993, Cognitive, Affective, and
Attribute Bases of the Satisfaction Response,
Journal of Consumer Research, Vol. 20, December,
-430
Thomson, K., "The Benefits Of Measuring Customer Satisfaction." CMA Magazine, 69(7): 1995, 32-37.
Anderson EW, Fornell C & Lehmannn DR, 1994, Customer Satisfaction, Market Share, and Profitability: Findings from Sweden, Journal of Marketing, Vol. 58, July, 53-66
Reichheld (1996), The Loyalty Effect, Harvard
Business School Press, Boston, Massachusetts
Peppers D & Rogers M, 1997, Enterprise One to
One, Dobleday, New York
Indian Agro industry, Guide to Indian agricultural sector, Agro home > Agricultural commodities > Beverages > Soft drinks, Retrieved from
http://agro.indiamart.com/agriculturalcommodities/soft-drinks.html
