Market Research: Coca-Cola Consumption Factors in Adelaide, Australia

This report presents a market research plan evaluating the factors that influence the consumption of Coca-Cola products in Adelaide, South Australia. It begins with an introduction outlining the problem of declining consumption due to health and environmental concerns, setting research objectives to evaluate these factors, analyze product contents, and determine solutions for marketing issues. The methodology includes a cross-sectional research design, targeting consumers, retailers, distributors, and health experts in Adelaide, with a sample size of 384 participants. Data collection will involve questionnaires and ethical considerations are addressed. The study aims to identify the specific factors affecting Coca-Cola consumption and propose strategies to improve marketing efforts, considering consumer perceptions, health concerns, and the competitive beverage market. Data analysis will be performed using SPSS software to determine the relationship between the factors and the consumption rate.

Running head: Market Research Plan Coca-Cola Company Australia
Title: Evaluating Factors that Influence Consumption of Coca-Cola in Adelaide in South
Australia
Student’s Name
Date

Running head: Market Research Plan Coca-Cola Company Australia
Table of Contents
1.0 INRODUCTION.......................................................................................................................3
1.1 Background Information.........................................................................................................3
1.2 Statement of the Problem........................................................................................................3
1.3 Research objectives.................................................................................................................3
1.4 Research Questions.................................................................................................................4
1.5 Justification.............................................................................................................................4
1.6 Scope of the Study..................................................................................................................4
2.0 METHODOLOGY...................................................................................................................4
2.1 Study Area...............................................................................................................................4
2.2 Research design.......................................................................................................................4
2.3 Target population....................................................................................................................4
2.4 Sampling.................................................................................................................................5
2.5 Data collection........................................................................................................................5
2.6 Ethical Considerations............................................................................................................5
2.7 Data analysis...........................................................................................................................5
3.0 REFERENCES.........................................................................................................................5

Running head: Market Research Plan Coca-Cola Company Australia
1.0 INRODUCTION
1.1 Background Information
Market research involves linking the producer, customer and the public (Knda and Curtis,
2008). Market research is achieved through using information in identifying and looking for
more opportunities to market the products at the same time coming up with solutions for the
existing problems (Anderson, 2007). This market plan will encompass evaluating the
problem affecting marketing of Coca-Cola products and coming up with solutions to this
problem in Australia. This research will specify all the required information, which is
significant in solving problems in marketing processes. Management and implementation of
the collected information will depend on the nature of the data and its consequences. (Knda
and Curtis, 2008).
1.2 Statement of the Problem
Coca-Cola Company is the largest beverage company in Australia. The Coca-Cola products in
Australia include; Diet Coke, Fanta, Coca-Cola Zero, Sprite, Powerade and vitamin water. The
main problem faced by Coca-Cola Company in Australia in their marketing strategies is the
reduction in consumption of their products by the customers. This is as a result of increased
concerns towards the problem of environment and health. Many people have argued that Coca-
Cola products do not meet the required standards and also may not be good to the environment
and human health. They also believe that Coca-Cola products have got high sugar content which
may result to obesity and other diseases (Malik et al, 2006). This has led to reduced intake of
Coca-Cola products and therefore distorting the structure of the market. Therefore, there is need
to do research on evaluating the factor influencing low consumption of Coca-Cola products so as
to me up with relevant solutions to this problem.
1.3 Research objectives
This research seeks to meet the following objectives;
1. To evaluate factors that influence consumption of Coca-Cola products in Australia
2. To evaluate the contents of Coca-Cola products in Australia

Running head: Market Research Plan Coca-Cola Company Australia
3. To determine ways of solving problems in marketing processes of Coca-Cola products in
Australia
1.4 Research Questions
1. What factors influence consumption of Coca-Cola products in Australia?
2. Which contents do Coca-Cola products contain?
3. What are the solutions to marketing processes of Coca-Cola in Australia?
1.5 Justification
This research study will be of great relevance the Coca-Cola Company and the people of
Australia. Getting to know the factors that influence low consumption of Coca-Cola
products will enable the company to come up with strategies of solving this problem. This
study will also be of great relevance to the people of Australia since the Coca-Cola
products will be healthy, reducing obesity and other diseases ( Hatterrsley and Hector,
2008)
1.6 Scope of the Study
This study will be carried out in Adelaide state in Australia on the month of July 2018.
Data on the factors that influence marketing of Coca-Cola products and ways of solving
problems in marketing process of Coca-Cola products will be collected. Information will
be collected from consumers, retailers, distributors, environment and health experts. The
sample size for this study will be 384 participants.
2.0 METHODOLOGY
2.1 Study Area
This study will be carried out in Adelaide in South Australia State in Australia. Adelaide
is the capital city of South Australia. Adelaide is estimated to have population of
1,333,927. This state is a home of more than 75% of South Australian population
(Australian Bureau of Statistics, 2010).
2.2 Research design
Cross-sectional research design will be employed in this study where data will be
collected at a single point in time to examine the study subjects.

Running head: Market Research Plan Coca-Cola Company Australia
2.3 Target population
The target population for this study will include Coca-Cola products consumers, retailers,
distributers, environmental and health experts.
2.4 Sampling
Simple random sampling will be used to select 384 participants with the age of 18 and
above who consume Coca-Cola products. Proportionate sample size methodology will be
used to determine the sample size (Anderson et al., (2007). The sample size will be 384
participants, where we will have 192 female and 192 men. Randomization will be used to
increase the accuracy of the data since it will ensure that the samples are dynamic and
varied.
2.5 Data collection
Questionnaires will be used to obtain information from the consumers of Coca-Cola
products, distributers and retailers. Information will also be obtained from health and
environmental experts in ensuring that the best Coca-cola products reach the consumers.
Validity of data will be ensured by interviewing people who will be familiar with Coca-
Cola products and they should have consumed them. The health practitioners should be
familiar with the products and also be given an opportunity to evaluate the contents in
Coca-Cola products (Bella, 2004). This will also ensure reliability of the data.
2.6 Ethical Considerations
This research study will seek a written approval from the facilitator and the Coca-Cola
Company in Australia.
2.7 Data analysis
Data will be organized and managed by use of Statistical Package for Social Science
(SPSS) software version 22. Descriptive statistics and spearman rank correlation will be
used to analyze data.

Running head: Market Research Plan Coca-Cola Company Australia
3.0 REFERENCES
Andreasen G. (2002). Marketing social marketing in the social change market place. J public
Pol Mar 21(1):3-13
Anderson K., Chan., Hadly E., and Ramakrishnan L. (2007). Serial SimCoal: a population
genetics model for data from multiple populations and points in time. Bioinformatics,
21(3): 1733–1734.
Australian Bureau of Statistics Census. http://www.cencus.abs.gov.au/ausstats/abs@.nsf/
mf/2033.0.55.001/ accessed May 2018
Hattersley L and Hector D. (2008). Building solution for preventing childhood
obesity.Module 1: Interventions to promote consumption of water and reduce
consumption of sugary drinks.Retrieved May 2018, from
http://www.coo.health.usyd.edu.au/
Knda R and Curtis. (2008). Conducting Market Research Using Primary Data. WEMC FS
4(2)7-8
Malik V., Schulze M., and Hu F. (2006). Intake of sugar-sweeened bevereges and weight
gain: a systematic review. Am J ClinNutr 84(2):274-288