Nikhil_Varun. internship report students

innternnship report

1. “ An Empirical Analysis Of The Impact Of Pricing Strategies, Brand Awareness And Product Quality On Consumer Purchasing Decisions In Varun Beverages” Student Name: Nikhil Kumar Kurkanjee MBA 3 rd semester (Marketing + Finance) Roll No.- 1122046 Varun Beverages Ltd.

2. Table of contents Introduction Objectives of the study Conceptual framework Hypothesis​ Research Methodology Demographical information Data Analysis Finding and conclusion Learning in summer internship Varun Beverages Ltd.

3. Introduction Introduction of Company Founded in 1995 by Mr. Ravi Kant Jaipuria and Ramesh Chauhan, Varun Beverages has evolved into a global leader in the beverage industry. Head office: Gurgaon, Haryana, Bharat Trusted Partner of PepsiCo Global Reach: India, Nepal, Sri Lanka, Morocco, Zambia, Zimbabwe. Introduction of Study Topic This research aims to analyze the impact of Pricing strategies, Brand Awareness, and Product quality on consumer purchasing decisions in Varun Beverages. Varun Beverages Ltd.

4. To Investigate the effect of brand awareness on consumer purchasing decisions in Varun Beverages. To Analyze the effect of product quality on consumer purchasing decisions in Varun Beverages . To Examine the effect of pricing strategies on consumer purchasing decisions in Varun Beverages Objectives Varun Beverages Ltd.

5. Conceptual framework Brand Awareness Product Quality Consumer purchase decision Pricing Strategy

6. Hypothesis   Ho 1: There is no significant impact of Brand Awareness on consumer purchasing decisions of Varun Beverages products. Ho 2: There is no significant impact of Product Quality on consumer purchasing decisions of Varun Beverages products. Ho 3: There is no significant impact of Pricing Strategies on consumer purchasing decisions of Varun Beverages products. Varun Beverages Ltd.

7. RESEARCH METHODOLOGY Research Design: Descriptive nature. Sample Size: 102 Consumers of Varun Beverages products. Sampling Technique: Non-probability Convenience Sampling . Data Analysis: Using SmartPLS 4. Data source: Primary Data: Sampling tool : Questionnaire Varun Beverages Ltd.

8. Demographical Information

9. Varun Beverages Ltd.

10. Data Analysis Varun Beverages Ltd.   Cronbach's alpha Composite reliability ( rho_a ) Average variance extracted (AVE) Brand awareness 0.735 0.771 0.649 Consumer purchase decision 0.935 0.942 0.792 Product Quality 0.888 0.938 0.747 Pricing Strategy 0.888 0.951 0.813 Constructs Reliability Cronbach’s alpha greater than 0.7 Composite Reliability above 0.7

11.   Original sample (O) Sample mean (M) Standard deviation (STDEV) T statistics (|O/STDEV|) P values supported BA -> CPD 0.476 0.483 0.084 5.645 0.000 False PQ -> CPD 0.253 0.243 0.187 1.354 0.176 True PS -> CPD -0.064 -0.044 0.161 0.396 0.692 True Hypothesis testing P-value < 0.05 T-value >1.96

12. Findings The research finds that Brand Awareness has a significant and positive impact on consumer purchasing decisions. Increased Brand Awareness enhances consumer choices. The research finds that Product Quality does not significantly affect consumer purchasing decisions for Varun Beverages products. The data suggests that Pricing Strategy also does not have a significant impact on consumer purchasing decisions for Varun Beverages products. Varun Beverages Ltd.

13. Learnings Importance of visibility and availability of a product. Query handling and problem Personal selling Importance of Brand Awareness. Teamwork and communication Importance of connection.

14. Thank You