A COMPARATIVE STUDY ON CONSUMPTION PATTERNS OF SOFT DRINKS AND FRUIT JUICES EXECUTIVE SUMMARY Soft Drinks were common preference among all the individuals before juices were being introduced, With the changing lifestyle and income levels, people are shifting their consumption patterns and have therefore become more health conscious thus leading to increase in demand of juices. Market Research is based on some underlying parameters like: •Changing consumption pattern •Health factor •Status consciousness •Varying lifestyle
The basic subject matter of the research, comparative analysis of Soft Drinks and Juices is focused to study the mind/taste of different age group of people. The study starts with determining the major players in the soft drinks and the juices market, their overall consumption pattern among the people and ends up with the conclusion as per the state of mind of the average rational human being. TABLE OF CONTENTS ?Certificate from the Institute ?Acknowledgement ?Executive Summary ?Chapter-1 Introduction Page No 1. 1 Beverage8 1. 2 Overview of the Industry11 1. 3 Recent issues14 1. 4 Study of growth of Soft Drink market20 . 5 Major players in Soft Drinks segment: Coca-cola 21 Fanta 22 Limca 23 Sprite 24 Thums up 25 Maaza 26 Pepsi 27 1. Study of growth of Fruit Drink market 28 1. 7 Major players in Fruit Drink segment: Dabur Real 29 Godrej 30 Pepsi Tropicana 31 Leh berry From Ladakh Foods 32 Parle’s Frooti &Appy 33 ?Chapter-2 Research Methodology 2. 1 Methodology 35 2. 2 Purpose of the study 35 2. 3 Objectives of the study 36 2. 4 Scope of the study 37 . 5 Research Design 37 2. 6 Sampling Technique used 38 2. 7 Selection of Sample Size 38 2. 8 Sources of Data collection 38 2. 9 Statistical Tools Used 39 ?Chapter-3 Data Analysis and Findings 40 ?Chapter-4 Conclusion and Suggestions 53 ?Annexure 57 Questionnaire ?Bibliography 61 INTRODUCTION BEVERAGE What is beverage? A drink, or beverage, is a liquid specifically prepared for human consumption. In addition to basic needs, beverages form part of the culture of human society. or any liquid suitable for drinking; “may I take your beverage order? ” or
A liquid to consume, usually excluding water; a drink. This may include tea, coffee, liquor, beer, milk, or soft drinks Types of beverage The various types of beverage are: •Alcoholic beverages •Non-Alcohol beverages •Soft drinks •Fruit juice •Hot beverages •Other 1. Alcoholic beverages An alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although in chemistry the definition of an alcohol includes many other compounds. Alcoholic beverages, such as wine, beer, and liquor have been part of human culture and development for 8,000 years. 2. Non-alcohol beverages
Non-alcoholic beverages are drinks that would normally contain alcohol, such as beer and wine but are made with less than . 5 percent alcohol by volume. The category includes drinks that have undergone an alcohol removal process such as non-alcoholic beers and de-alcohol zed wines. Non-alcoholic variants: •Low alcohol beer •Non-alcoholic wine •Sparkling cider 3. Soft drinks The name “soft drink” specifies a lack of alcohol by way of contrast to the term “hard drink” and the term “drink”, the latter of which is nominally neutral but often carries connotations of alcoholic content.
Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit are among the most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non-caloric sweeteners. 4. Fruit juice Juice is a liquid naturally contained in fruit or vegetable tissue. Juice is prepared by mechanically squeezing or macerating fresh fruits or vegetables without the application of heat or solvents.
For example,orange juice is the liquid extract of the fruit of the orange tree. Juice may be prepared in the home from fresh fruits and vegetables using variety of hand or electric juicers. Many commercial juices are filtered to remove fiber or pulp, but high pulp fresh orange juice is a popular beverage. Juice may be marketed inconcentrate form, sometimes frozen, requiring the user to add water to reconstitute the liquid back to its “original state” 5. Hot beverages Hot beverages, including infusions. Sometimes drunk chilled. ?Coffee-based beverages ?Cappuccino ?Coffee Espresso ?Cafe au lait ?Frappe ?Flavored coffees (mocha etc. ) ?Latte ?Hot chocolate ?Hot cider ?Mulled cider ?Tea-based beverages ?Flavored teas (chai etc. ) ?Green tea ?Pearl milk tea ?Tea ?Herbal teas ?Yerba Mate ?Roasted grain beverages ?Sanka 6. Other Some substances may either be called food or drink, and accordingly be eaten with a spoon or drunk, depending on solid ingredients in it and on how thick it is, and on preference: •Soup •Yogurt OVERVIEW OF THE INDUSTRY The beverage market is worth $55 billion worldwide. The tides are turning for many beverage categories.
While the carbonated soft drink and beer categories are merely treading water with flat sales, the energy drink category is surging ahead like never before. Bottled water, ready-to-drink coffee, ready-to-drink tea and sports drinks follow close behind with substantial sales increase- drinks without added sugar, no beer, along with developments in juice drinks and dairy-based drinks, are helping to turn around sales in these categories. What follows is a category-by-category look at the state of the beverage industry, including the top brands, new products, innovations and future trendsetters.
In order to be successful in the marketplace, one has to think in terms of health innovation, flavor innovation, ingredient innovation and specific age groups. These are the factors that will shape the future of the beverage industry. “Today’s consumers are concerned with overall health and wellness. As a result, there is significant impact on food and beverage purchases. Many studies have shown that consumers are as concerned with good health as they are about maintaining a high quality of life. ” Do you know what type of new beverage consumers are most likely to try?
Do you know where they are most likely to pick those products up? Do you know why? Beverage Industry wanted to know the answers to these questions and to delve deeper into the ever-increasing number of new product launches in the beverage market. “The soft drink industry is training people to seek out new products, even the big guys are coming out with limited-edition flavors, and consumers are beginning to see that there is more flavor activity going on in the category. Whether that really nets anybody any sales gains is another thing, but it is teaching consumers to seek out and try new products.
It’s also trying to create some excitement there. ” In spite of several challenges and restrictions faced by this industry, it is a ‘roll’ like never before. Customer preferences may have shifted, but they are still always on the look out for a can of ‘coke’ or a new ‘flavored’ drink to quench their thirst. INDIAN BEVERAGE MARKET The size of the Indian food processing industry is around $ 65. 6 billion, including $20. 6 billion of value added products. Of this, the health beverage industry is valued at $230 million; bread and biscuits at $1. 7 billion; chocolates at $73 million and ice creams at $188 million.
The size of the semi-processed/ready-to-eat food segment is over $1. 1 billion. Large biscuits & confectionery units, Soya processing units and starch/glucose/sorbitol producing units have also come up, catering to domestic and international markets. The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks. The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose form. Indian hot beverage market is a tea dominant market. Consumers in different parts of the country have heterogeneous tastes.
Dust tea is popular in southern India, while loose tea in preferred in western India. The urban-rural split of the tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The size of the total packaged coffee market is 19,600 tones or $87 million. The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during off-season. The market is predominantly urban with 25 per cent contribution from rural areas.
Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4. 9 million crates, which increases to 5. 2 million during peak season. RECENT ISSUES 1. Xtazy, another energy drink for the Indian market The Indian market for energy drinks was estimated recently to have a size of Rs 500 crore, about 90 million Euros. The market which is so far dominated by Red Bull, is attracting various new players which want to get a share in a growing business. One of the aspirants is Xtazy, an energy drink from the US. Xtazy is the forth largest energy drink inthe US”, says Rohan Malhotra, Managing Director of R. M. Indian Liquor Pvt. Ltd. , the exclusive importer for Xtazy. Malhotra has launched Xtazy already in Eastern India, and was looking now for a distributor in the Delhi area, when FII spoke to him during IFE fair in Delhi recently. In order to take on Red Bull and get a share of 20% from their business, Malhotra wants to offer better conditions to distributors. “We provide a margin of 6-8% to a distributor, who thus can earn about Rs 6 a can”, Malhotra says. “ This is more than what Red Bull offers which is only about 2 – 3 Rs per can. Xtazy is available in cans of 350 ml, thus more than the usual 250 ml of other energy drinks, and will be priced with a MRP of Rs 85. Four variants are offered, Cranberry Blast, Sugar Free Passion Fruit-Pineapple, Orange Blast and Lime Blast. Malhotra has planned several marketing measures to promote Xtazy, like PoS actions, coupons and direct marketing in a first round, and night parties in a second round. In marketing communication, he is highlighting not only the variants, but also health effects as the USPs of Xtazy, which are derived from ancient herbs used in the drink like gingko and guarana.
The extract of gingko biloba leaf has been shown to dilate blood vessels and has the ability to increase peripheral blood circulation, especially to the brain, the company writes in a leaflet. Guarana from Brasil would serve to promote weight loss by increasing the metabolic rate and reducing the appetite. Besides the US, Malhotra says, Xtazy would be marketed also in Israel, Ukraine and in Turkey and would soon be launched in China. 2. Australia-based “Aromas” launches first coffee store in India. Australia-based “Aromas,” one of the leading coffee chain shops, launched its first cafe outlet in India at Hiranandani, Powai, and Mumbai.
The company also tied up with Ideal Hospitality Private Ltd (IHPL), which would own the brand in the country and south-east Asia. Jayant Mahiskar, chairman and MD, IHPL, said, “Aromas is being launched keeping in mind the true coffee connoisseurs. We aim at targeting the youth and corporate at our outlets and Powai with a mix of residential and office complexes was a natural choice. The coffee has been created from selection of the original beans and blended to suit all tastes. Aromas ensures freshness and fullness of flavor. ” According to the agreement with Aromas, IHPL will pay about 1. % of the gross revenue earned. Further, the company has decided to invest about Rs. 50-75 crore in the next three years to expand its footprint with 99 outlets in India. 3. China rejects Coke bid to take-over major juice maker China has rejected Coca-Cola’s $2. 5 billion bid to buy a major Chinese juice maker. The purchase of Huiyuan Juice Group Ltd would have been the biggest foreign acquisition of a Chinese company to date. The proposed purchase was rejected on anti-monopoly grounds, the Chinese commerce ministry announced on its website.
Coca-Cola’s bid in September prompted an outcry by nationalists who urged the government to bar foreigners from acquiring one of China’s most successful homegrown brands. Rival juice producers warned that the acquisition would give Coca-Cola too dominant a position in China’s beverage market. A Coca-Cola spokesman in Hong Kong learned of the rejection of the sale had no immediate comment. Huiyuan’s founders and major shareholders already had endorsed the sale. If Coke were to take over Huiyuan, it will dominate the soft drinks market in China, which not only hurts consumers, but also other sector participants.
Huiyuan controls more than a tenth of the Chinese fruit and vegetable juice market that grew 15% last year to $2 billion. Coca-Cola has a 9. 7% share and dominates in diluted juices. According to analysts China’s ruling on Coke could cut both ways in that Chinese firms that have been making increasingly high profile acquisitions abroad may run into trouble of their own. 4. Pepsi’s Slice kicks off the new season with ‘Aamsutra’ PepsiCo’s popular mango juice drink brand- Slice kicks off the 2009 season with it’s new ‘Aamsutra’ concept.
According to Homi Battiwalla, business head, juice & juice drinks, PepsiCo India, Slice had seen powerful consumer momentum post the re-launch of 2008. The new winning formulation has been appreciated by consumers. Aamsutra has driven strong disruption in the juice and juice drink category. All of this has made Slice the fastest growing mango drink brand in the country. “South India is the lead market for mango drinks in the country. Andhra Pradesh is the biggest mango market and also the fastest growing market for Slice and mango drinks in the country.
Tamil Nadu is amongst the top three states and Slice is the market-leader in Tamil Nadu,” he added Pepsi has now opted for a new brand ambassador, Katrina Kaif. “The creative thought behind the new communication was to further enhance the Slice experience into dimensions of pleasure, sensuality and indulgence. Last year’s commercial was about enumerating the principles of ‘Aamsutra’ or the art of experiencing pure mango pleasure with the new Slice. This year, the commercial portrays the next level to bring alive the mango indulgence, stated Hari Krishnan, Vice President, JWT.
The company has now opted for a 360 multimedia campaigns involving digital, print, radio, impact outdoors and sampling in core markets. 5. Parle Agro launches lemon flavoured drink “LMN” Parle Agro, one of the leading food & beverage companies in India, has launched a new fruit-based lemon drink LMN in the non-carbonated segment. The new brand is a natural lemon juice drink and the only brand in India with a taste closest to home made, fresh lime water (Nimbu pani). According to the company, LMN will offer consumers a healthy, refreshing drink with the goodness of vitamin C.
Every summer, the Indian beverage market has seen cola majors battle it out. This summer, the launch of LMN will see the cola wars taking a back seat and the battle spilling over to the non-cola segment, to be more precise in the nimbu paani category. PepsiCo India last week launched a nimbu pani drink, Nimbooz, under the 7Up brand On the occasion of LMN’s launch, Nadia Chauhan, joint managing director and CMO, Parle Agro, said, “Nimbu pani has traditionally been India’s most commonly consumed cold beverage. In fact the idea of a branded lemon drink is so simple that you would wonder why nobody thought of it earlier.
The challenge for us was packaging a natural product while retaining its fresh, original taste throughout its shelf life. ” LMN will be available in 110 ml Tetra, 200 ml Tetra and 500 ml PET packs priced at Rs 5, Rs 10 and Rs 23 respectively. The company aims to touch a turnover of Rs 3000-3500 crore by 2011. The company will target both (youth and adult) segments of consumers to turn them into branded consumers of nimbu pani. Besides this LMN will also target an emerging segment of consumers who are looking for a healthy and refreshing beverage in the country. For the last 20 years, Parle Agro has been the market leader in fruit based beverages, we have constantly worked keeping in mind Indian preferences while formulating products that cater to the Indian palate. It is without any doubt that only an Indian company can understand what real nimbu pani tastes like and what the Indian consumer wants in a packaged offering,” Chauhan added. Further, the company claims that packaged nimbu pani will have tremendous growth potential, higher than other packaged drinks mainly because of a major shift in consumer behavior.
Today, the beverage consumer is looking for hygiene, convenience, refreshing taste, affordability and year-round availability. The name LMN is derived from the SMS version of the word lemon. Parle Agro also owns other fruit drink brands like Frooti, Appy Fizz and packaged drinking water, Bailey. 6. PepsiCo launches ‘Nimbooz,’ packaged lemon juice with no fizz and artificial flavours PepsiCo India has launched its packaged nimbu paani, Nimbooz, under its 7Up brand. The home-made nimbu paani or lime juice has been specially created to suit Indian tastes.
The lemon juice, no fizz and artificial flavours, is available in trendy, convenient packs. The drink offers great value to consumers in three packaging formats of 200 ml returnable glass bottles (RGB), 350 ml PET and 200 ml Tetra attractively priced at Rs 10, Rs 15 and Rs 10, respectively. According to Ms Punita Lal, Executive Director- Marketing, PepsiCo India, Nimbooz, is specially developed to suit Indian tastes and preferences. “Nimbooz is an affordable offering for consumers on the go because of its ready-to-drink format that is both convenient and hygienic.
The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect, stated Ms Alpana Titus, Executive VP-Flavours, PepsiCo India. PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will revolve around building awareness through multi-city launches and road shows, comprehensive 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors. Aggressive trial generation and sampling initiatives will also be taken forward across major cities of the country.
A special ‘Nimbooz Highway Gadi’ has been created that will visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education. 7. Coke launches fruit-flavoured Fanta Apple nationally After successfully introducing it in southern markets last year, Coca-Cola India has launched its fruit-flavoured soft drink ‘Fanta Apple’ nationally. The product is available in 200 ml and 300 ml returnable glass bottles and also in 500 ml PET pack priced at Rs 8, Rs 10 and Rs 22 respectively.
During the Fanta Apple launch in October 2008, Venkatesh Kini, marketing vice-president, Coca-Cola India, said that the company had planned to reach about 3. 5 lakh customers with sample apple flavoured drink to extend its market leadership in the fruit flavoured segment in Andhra Pradesh and Tamil Nadu. “As per consumer research, we have found that after orange, apple is the most preferred fruit in the country and Fanta Apple has been developed specially for the Indian palate,” Kini said on Monday.
According to experts, the nationwide launch of Fanta Apple is a part of the company’s $250 million business plan for the country. Fanta Apple is the second flavour after Fanta Orange under “Fanta” brand of the company. “We have had an excellent response down south with a reused value to the drink and with the national launch of Fanta Apple, we are stepping stones to extend Coca Cola India’s market leadership in the fruit-flavoured sparkling drink segment,” Kini added. The company has also announced Bollywood actress Genelia D’Souza as the new brand ambassador of the Fanta brand.
According to reports, the current expected Indian soft drink market is about Rs 6,000 crore, in which the company shares about 50% market with its various brands like Coke, 7 Up, Fanta, Sprite and Thums Up. STUDY OF GROWTH OF SOFT DRINK MARKET SOFT DRINKS Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi and coca-cola dominating the market. The entire part of the drink is based on its artificial flavors and sweetening agents as no natural juice is used. MARKET •Cola products account for nearly 61-62% of the total soft drinks market. Two global majors’ Pepsi and coke dominate the soft drink market. •NCAER survey says 91% of soft drink in the country is in the lower, lower middle and upper middle class people. •The market is worth around Rs. 5000 crores with growth rate of around 10-15%. •The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340 bottles in the U. S. •The production as soft drinks has increased from 5670 million bottles in 1998-99 to 6230 million bottles in 1999-2000 industry source. •Growth market this ear is expected to be 10-15% in value terms and 20-22% in volume terms. However, the market for carbonated drinks is stagnating and not growing as expected. MAJOR PLAYERS IN SOFT DRINKS SEGMENT COCA COLA: thanda matlab coca cola!!! Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now become the flagship brand of largest manufacturer, distributor of non alcoholic beverages in the world. In India, coca cola was the leading soft drink till 1977 when govt. policies necessitated its departure. Coca cola has made its return to the country in 1993. nd made significant investment to ensure that the beverage is available to more and more people in remote as well as inaccessible parts of the world. Coca cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong association with cricket, the thriving cinema industry, music etc. coca cola has been very strongly associated with cricket, sponsoring the world cup in 1996. In 2002, coca cola launched the campaign,”Thanda Matlab coca cola”. in 2003,coke was available for just rs,5 crores in the country.
FANTA : GHOONTH BHAR SHARARAT KAR LEY!!! Fanta entered the Indian market in year 1996 under the coca cola brand . over the years, Fanta has occupied a strong market place and is identified as “the fun catalyst”. Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. LIMCA: LIME AND LEMONI!!! Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over three decades.
The brand has been displaying healthy volume growing year on year and limca continues to be leading flavoring soft drinks in the country. Dive into the zingy refreshment of limca and walk away a new person. SPIRITE: SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!! World wide sprite ranked as no. 4 soft drink and is sold in more than 190 countries In India, sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks, leading clear lime category. Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a straight forward and honest attitude.
Its clear crisp hingtaste encourages today’s youth to trust their instincts, influence them to be true who they are and to obey their thirst. THUMS UP: TASTE THE THUNDER!!! Strong cola taste, exciting personality. Thums up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, thums up was acquired by the coca cola company in 1993. Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the man from the boys. MAAZA: YAARI DOSTI TAAZA MAAZA!!! Maaza was launched in 1976.
In 1993, maaza was acquired by coca cola India. Maaza currently dominates the fruit drink category. Over the years, maaza has become synonymous with mango. “Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam”. consumers regard maaza as wholesome, natural, fun loving drink real experience of fruit. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in tagline, “yaari dosti, and taaza maaza”. PEPSI: YEH DIL MAANGE MORE!!! Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co.
It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890’s in North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years. •Diet Pepsi •Crystal Pepsi •Pepsi twist •Pepsi max •Pepsi samba •Pepsi blue •Pepsi gold •Pepsi holiday spice •Pepsi jazz •Pepsi x(available in Finland & brazil) •Pepsi next(available in Japan & south Korea) STUDY OF GROWTH OF FRUIT DRINK MARKET FRUIT JUICES Branded fruit juice market in India holds an immense potential.
Usually confused and considered synonymous with non-aerated drinks, fruit pulps, juices and squash are high sugar beverages, which are centrifuged and filtered to give a semi- clear appearance. In the past, this sector enjoyed an excise exemption, keeping cost at minimal. However the withdrawal of exemption has inflated costs and can affect growth, with dramatic change possible on reintroduction of excise exemption. MARKET •The organized fruit beverage market is estimated at Rs. 500 crores market. (Nectars, drinks and juices combined). •The market has grown at a 20% to 25% rate. Of this, more expensive juices segment has grown at rate of 40%this year. It accounted for only 15% of the fruit beverage 3 years back. •In –home consumption of juices has gone up from 30%, three years back to 80%today. •Mango based drinks account for two thirds of fruit drinks industry. MAJOR PLAYERS IN THE FRUIT DRINK SEGMENT DABUR REAL Dabur’s flagship brand real fruit juice is a market leader in packaged fruit juice category. Real was launched in 1996 and the brand has carved a niche for itself by claiming to be the only fruit juice in packaged form . i. e. 100%preservative free. Real, with market share of 57% comes in nine flavors: Orange •Mango •Pineapple •Mix fruit •Grape •Guava •Litchi •Tomato •Cranberry Real Active is 100%fruit juice with no added sugar and is available in following variants: •Orange •Apple •Orange- carrot GODREJ The food division of godrej industry produces and market fruit drinks, fruit nectar and sofit soymilk. Godrej’s brand JUMPIN comes in the following flavor: •Mango •Pineapple •Apple •Litchi •Orange Godrej’s x’s is a range of fruit nectar with more fruits. It’s available in following flavors: •Orange Apple •Grape PEPSI’S TROPICANA Tropicana brand fruit juice enjoys a market share of 25% and has registered a double digit growth and has outpaced the growth of fruit juice market in India. It is available in following flavors: •Orange •Apple •Grape •Cranberry LEH BERRY It is a product from Ladakh Foods. Its first fruit juice in Delhi and it’s selling it in the more affluent parts of town. It enjoys a market share of 4% and is available in a variety of flavors: •Pineapple •Apple •Mixed fruit •Orange •Blackcurrant •Mango •Guava PARLE’S FROOTI and APPY Frooti was launched back in 1985 and enjoys market dominance with 85% of market share.
Parle’s Agro’s APPY, in 1996 had a market share of 5% in the fruit drink segment; in 2003 its new variant-APPY FIZZ was launched. RESEARCH METHODOLOGY METHODOLOGY Every project work is based on certain methodology, which is a way to systematically solve the problem or attain its objectives. It is a very important guideline and lead to completion of any project work through observation, data collection and data analysis. According to Clifford Woody, “Research Methodology comprises of defining & redefining problems, collecting, organizing data, making deductions to conclusions. Accordingly, the methodology used in the project is as follows: – Defining the objectives of the study Framing of questionnaire keeping objectives in mind (considering the objectives) Feedback from the respondents Analysis of feedback Conclusion, findings and suggestions. PURPOSE OF THE STUDY The main aim of this research study is to analyze the preference of people (of different age groups) on consumption patterns of Soft Drinks and Fruit Juices. OBJECTIVE OF THE STUDY •To study the preferences of the people for soft drinks and fruit juices. To find out the factor(s) that influences the consumer’s consumption of soft drinks and fruit juices. •To test the know-how of the consumers regarding the various existing brands of soft drinks and fruit juices. •To explore the next best beverage after soft drinks and fruit juices. •To find out how the beverage is positioned in the mind of the consumers. SCOPE OF THE STUDY •This study is confined to the North West Delhi region covering areas of Paschim Vihar, Pitam Pura, Rohini area, Punjabi Bagh. •Seasonal drinks are not considered in the study. •We are considering only canned juices. We are not considering water & alcoholic drinks. RESEARCH DESIGN A research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problem. On the basis of fundamental objectives of the research we can classify research design into two general types: EXPLORATORY RESEARCH CONCLUSIVE RESEARCH Exploratory research is one type of research design, which has its primary objective the provision of insights into, and comprehension of, the problem situation confronting the researcher.
Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation. Conclusive research can be further divided into two types:- •Descriptive •Experimental The research design used in this project is a DESCRIPTIVE DESIGN. Descriptive study as the name implies is designed to describe something-for example the characteristics of users of a given product, the degree to which the product use the varies with income, age, etc. SAMPLING TECHNIQUE USED: This research has used convenience sampling technique. ) Convenience sampling technique: Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. SELECTION OF SAMPLE SIZE: For the study, a sample size of 100 has been taken into consideration. SOURCES OF DATA COLLECTION: Research will be based on two sources: 1. Primary data 2. Secondary data 1) PRIMARY DATA: Questionnaire: Primary data was collected by preparing questionnaire and the people were randomly being requested to fill them. 2) SECONDARY DATA:
Secondary data will consist of different literatures like books which are published, articles, internet and websites. In order to reach relevant conclusion, research work needed to be designed in a proper way. STATISTICAL TOOLS USED The main statistical tools used for the collection and analyses of data in this project are: •Questionnaire •Pie Charts •Bar Diagrams DATA ANALYSIS & FINDINGS Q1. What do you prefer to drink? (Tick any 1) Particulars No. of RespondentsPercentage Soft Drinks5757% Fruit Juices4343% Total100100% Q2. Frequency of consumption of your preferred drink in a week? SOFT DRINKS Particulars No. f RespondentsPercentage Daily2849% 2-6 times2340% Above 7611% Total57100% FRUIT JUICES Particulars No. of RespondentsPercentage Daily1023% 2-6 times3070% Above 737% Total43100% Q3. On what occasions, do you often consume the Soft Drinks? Particulars No. of RespondentsPercentage Feeling Thirsty1818% Parties / Celebrations4545% Without any reason (just like that)2525% Others1212% Total100100% Q4. On what occasions, do you often consume the Fruit Juices? Particulars No. of RespondentsPercentage Feeling Thirsty1717% Parties / Celebrations3232% Without any reason (just like that)2424% Others2727% Total100100% Q5.
What induces you to buy Soft Drinks? Particulars No. of RespondentsPercentage Price with quantity3030% Health Drink 44% Status symbol 88% Taste3232% Variety2626% Total100100% Q6. What induces you to buy Fruit Juices? Particulars No. of RespondentsPercentage Price with quantity1313% Health Drink 4040% Status symbol 1515% Taste2222% Variety1010% Total100100% Q7. If not a Soft Drink or a Fruit juice, which other beverage (other than water) tops your mind? Particulars No. of RespondentsPercentage Coffee3030% Tea2525% Shakes(Milk/Ice cream/Fruit)88% Lassi1212%
Sharbat2525% Total100100% Q8. How do you rate canned juices as compared to fresh juices? Particulars No. of RespondentsPercentage Equivalent to fresh juices 2424% Have artificial added flavor 3636% Healthy with preservatives 4040% Total100100% Q9. How do you view Soft Drinks? Particulars No. of RespondentsPercentage As a health drink44% As a status symbol88% As an aid to put off thirst5555% Any other3333% Total100100% Q10. How do you view Fruit Juices? Particulars No. of RespondentsPercentage As a health drink4040% As a status symbol1515% As an aid to put off thirst3232% Any other1313% Total100100% Q11.
Do advertisements affect your purchases? Particulars No. of RespondentsPercentage Yes7777% No2323% Total100100% CONCLUSION, SUGGESTIONS AND LIMITATIONS CONCLUSION Following are the concluding points taken into consideration after the conduct of the research study: •An important finding that emerged out of the survey was that 57%of people like to have soft drinks while 43% go for juices. •Through the research it was conveyed that weekly consumption of soft drinks is higher than the weekly consumption of juices. •A majority of the respondents consume soft drinks and fruit juices at the time of parties & celebrations. Most of the respondents consume soft drinks because of its taste and price. •Most of the respondents consume fruit juices because it is healthy. •As it is seen that canned Juices enjoys the largest market share though they do contain some preservatives but majority of the respondents consider it healthy. •Most of the respondents view soft drinks as an aid to put off thirst and fruit juice as a health drink. •Most of the respondents (77%) were of the strong view that advertisements affect their purchases and the rest (23%) were not at all affected by the advertisements.
SUGGESTIONS •With the changing lifestyle, people have started becoming more health conscious. Therefore, the fruit juice company’s should use appropriate marketing techniques thereby reducing the demand for soft drink in the future. •The survey shows that parties/celebrations are the places where these drinks are consumed mostly. The company’s must try to increase the sales by creating and focusing on more utilities so that their product is used more frequently. •As it is seen that people consider canned juices to be healthy with preservatives.
This shows that awareness level of the people is low and needs to be corrected. Therefore, various methods like campaigns by government, help by media, etc can be taken to change this. LIMITATIONS •The study was confined to some areas of New Delhi only. •The study does not take into account the sales affected of the soft drink segment due to the entry of juices. •Retailers view and the companies view to the questionnaire were not available. •Time and cost constraints were also there. •Chances of some biasness could not be eliminated. •A Samples size of 100 has been use due to time limitations.