MARKETING RESEARCHES REGARDING THE CONSUMPTION OF COLA-BASED SOFT DRINKS ON TIMISOARA MARKET

  • Elena PET U.S.A.M.V.B. Timisoara, Calea Aradului 119
  • Corina RUSET
  • I. BRAD
  • T. IANCU
  • Aurora VENING
Keywords: market, demand, supply, consumption

Abstract

Marketing cannot be imagined without a permanent investigation of the environment in which a company performs its activity, without the existence of a systematic information flow between the environmental components and the ones belonging to the organizational structure, which need information for an efficient activity performance. This study attempts to: identify the profile of cola-based soft drinks purchaser, determine the criteria for selection and purchase, and to determine the notoriety of soft drink brands. The target population is represented by individuals older than 14 years old, with residence in Timisoara, who have purchased soft drinks during the last months. The dimension of this sample ranges with confidence limit and with the error accepted, being 150 individuals. The method used for this questionnaire was the field investigation, respectively nearby some shops. Successive to our researches, we may conclude that 91% of the persons investigated drink cola-based soft drinks, the age group of the persons studied being 14-39 years old. Most of the persons interviewed drink cola-based soft drinks daily (42%), and 19% drink soft drinks 4-5 times a week. The preferred purchasing place of soft drinks is the hypermarket and the supermarket, being chosen by 82% of the persons investigated, compared to 15% who buy soft drinks from neighborhood shops. The best known cola-based soft drink brands are Coca Cola and Pepsi Cola. The most consumed brand by the persons interviewed is Coca Cola – in a percentage of 47 % it is at the same time the brand preferred by 59% of the subjects. As a result of the analysis of the answers to this questionnaire, we noticed that the individuals investigated buy cola-based soft drinks especially in bottles of 2 – 2.5 l (60 %). We also observed that the subjects to this study have seen or heard advertisements especially for Coca Cola and Pepsi Cola, in percentages of 98%, respectively 96%. 62% of the persons interviewed prefer drinking common (regular) cola-based soft drinks, 20% prefer the light variant of these drinks and 18% drink both variants. Most of our subjects belong to families consisted of 3 members (40.0%) and the net income per family member mostly met in this interview was between 1- 250 lei.