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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 toincrease 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 are 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.
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, flavour innovation, ingredient
innovation and specific age groups. These are the factors that will shape the future of the
beverage industry.
Todays 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
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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
flavours, and consumers are beginning to see that there is more flavour 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. Its 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 lookout for a can of coke or a new flavoured 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 icecreams 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.
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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 23 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.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 juicemaker. 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
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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.
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 tastesThe
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. 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 onMonday. According to experts, the nationwide launch of Fanta Apple is a part of the
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necessitated its departure. Coca cola has made its return to the country in 1993.and 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
2)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.
3)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
4)SPRITE: SPRITE 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
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hingtaste encourages todays youth to trust their instincts, influence them to be true who they
are and to obey their thirst.
5) 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
6) 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.
7)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 1890s 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
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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
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MAJOR PLAYERS IN THE FRUIT DRINK SEGMENT
1)DABUR REALDaburs 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
2)GODREJ- JUMPIN & xs
The food division of godrej industry produces and market fruit drinks, fruit nectar and
sofit soymilk. Godrejs brand JUMPIN comes in the following flavor:
Mango
Pineapple
Apple
Litchi
Orange
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3)PEPSIS TROPICANA
Tropicana brand fruit juice enjoys a market share of 25% and has registered a double digitgrowth and has outpaced the growth of fruit juice market in India. It is available in following
flavors:
Orange
Apple
Grape
Cranberry
4)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
5)PARLES FROOTI and APPY
Frooti was launched back in 1985 and enjoys market dominance with 85% of market share.
Parles Agros APPY, in 1996 had a market share of 5% in the fruit drink segment; in 2003
its new variant APPY FIZZ was launched
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
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To study the preferences of the people for soft drinks and fruit juices.
To find out the factor(s) that influences the consumers consumption of soft drinks
and fruit juices.
SCOPE OF THE STUDY
This study is confined to the Ludhiana city covering areas of
Jeevan preet nagar,Rajguru nagar and srabha nagar.
Seasonal drinks are not considered in the study.
We are considering only canned juices.
We are not considering water & alcoholic drinks
Review of literature
1) A literature review is a body of text that aims to review the critical points of current
knowledge . Literature review are secondary sources and as such , do not report any new
experimental work.
2) Kretter,Kadekova et al (2010) country of the origin of food and consumer preference in
segment of university students consumers prefer the attributes like freshness, flavour and
also the price. Consumer prefers fruit juices because of their flavour and freshness.
3) Charles (2009) market news service: fruit juices report in his studies discussed that the
fruit juice market is presently relatively quiet, provided one ignores the continued collapse in
the price of FCOJ.
4) Bharadwaj (2008) consumer behaviour in health drink discussed that consumer
behaviour is divided into three sub categories,consumption behaviour,purchase behaviour and
attitude perception. The consumer behaviour differ with age and the life style. For kids health
drink is a supplement with added calciums,minerals and vitamins.
5) Gupta & gupta (2008) fruit drinks: how healthy and safe discussed that fruit drinks are
popularly used in most urban households todaymarkets are flooded with a large variety of
juices eg; mango,apple.guava,litchi.the main reason for increased consumption is changing
lifestyles & rising level of health consciousness among consumers and parents. They believe
that these drinks provide superior nutrition because of their status & high beverage cost.
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6) Gupta parul (2003),studied the coke & pepsis rural drive to push sales.soft drink giants
coca-cola & pepsi have signed on thousands of new retailers in a drive into rural india that
has pushed up sales steeply. Coca-cola has made its beverages available in 40,000 additional
villages in the last 3 years.
7) Jyoti k arun (2002),studies the coca-cola indias marketing plan for the summer peak sales
season is vested with a rural thrust & rides on the back of its newly launched 200-ml bottle,
priced between Rs. 5 to Rs 6 across the country. While the soft drinks sales showed flat
growth last year, sales in the that year are up by 80% for the company.
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CHAPTER -2
RESEARCH
METHODOLOGY
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RESEARCH 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
&evaluating data, making deductions &researching to conclusions..
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
1)EXPLORATORY
2)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.
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SAMPLING PLAN
1) SAMPLING TECHNIQUE USED:
This research has used convenience sampling technique.
Convenience sampling technique: Convenience sampling is used in exploratoryresearch 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.
2) SELECTION OF SAMPLE SIZE: 100
For the study, a sample size of 100 has been taken into consideration.
3) POPULATION: Concumers of soft drink and fruit juices
4) SAMLING FRAME: Ludhiana
DATA COLLECTION
As it is already to be known that there are two types of Data Collection methods which are as
following:-Primary Research & Secondary Research.
Primary Research
Primary research (also called field research) involves the collection of data that does not
already exist. This can be through numerous forms, including Questionnaires and telephone
interviews amongst others.
Secondary Research
Secondary research ( also called desk research) involves the summary, collation and/or
synthesis of existing research rather than primary research, where data is collected from, for
example, research subjects or experiments.
In doing this research the both methods are being used. The Questionnaires are being prepared and filled through the selected sample size
from the selected field.
The Secondary data is being collected from different magazines and newspapers. Forthe Literature of review certain online journals has also been collected.
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CHEPTER - 3DATA ANALYSIS
& FINDINGS
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Preference of soft drinks and fruit juices.Table 3.1: No. of respondents who prefer to drink soft drink and fruit juice.
Options No. of respondents Percentage
Soft drink 50 50 %
Fruit juice 50 50 %
Graph 3.1: No. of respondents who prefer to drink soft drink and fruit juice.
Data Analysis & Interpretation
From the above figure, it can be concluded that 50 % people prefer to drink fruit juice and
50% people prefer to drink soft drink
0
10
20
30
40
50
60
soft drink fruit juice
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Consumption of soft drinks and fruit juices in a week.Table 3.2: frequency of consumption of preferred drink in a week
Daily 2-6 times After week
Fruit juice 20/50 (100)= 40 % 9/50(100)=18% 21/50(100)=42%
Soft drink 30/50(100)=60% 10/50(100)=20% 10/50(100)=20%
Graph 3.2: frequency of consumption of preferred drink in a week
Data Analysis & Interpretation:
From the above information it is clear that 42% prefer to drink fruit juice on weekly basis,
40% on daily basis and 18% people prefer to drink fruit juice 2-6 times per day.
0
5
10
15
20
25
30
35
40
45
Daily 2-6 times After week
Frequency of consumption of fruit juice
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Graph 3.3: frequency of consumption of preferred drink in a week
Data Analysis & Interpretation:
From the graph it is clear that 60% people consume soft drink on daily basis, 20% people
consume soft drink 2-6 times per day and 20% consume on the basis of week.
Different occasions to consume soft drink and fruit juice
Table 3.3: No. of respondents who consume fruit juices and soft drinks on different occasions
Options Fruit juice Soft drink
Feeling thirsty 35/50(100)=70% 35/50(100)=70%
During parties 5/50(100)=10% 10/50(100)=20%
Without any reason 10/50(100)=20% 5/50(100)=10%
Total 100% 100%
0
10
20
30
40
50
60
70
Daily 2-6 Times After week
Frequency of consumption of soft drink
No. of respondents
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Graph 3.4: No. of respondents who consume soft drink on Different occasions
Data Analysis & Interpretation:
It is clear that 70% people consume soft drink when they feel thirsty, 20% people
consume soft drink during parties and 10% people consume soft drink without any
reason.
Graph 3.5: No. of respondents who consume soft drink on Different occasions
Data Analysis & Interpretation: It is concluded that 70% people consume fruit juice
when they feel thirsty, 20% consume fruit juice without any reason and 10% people
consume fruit juice during parties.
0
10
20
30
40
50
60
70
80
Feeling thirsty During parties Without anyreason
Soft drink
No. of respondents
0
10
20
30
40
50
60
70
80
Feeling thirsty During parties Without any reason
Fruit juice
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Characteristics of soft drinks and fruit juices, which induces to buy soft drink andfruit juice
Table 3.4: Rank of characteristics of soft drink, which induces to buy soft drink.
Options Mean rank
Taste 70/50=1.4
Price 140/50=2.8
Brand 100/50=2
Quantity 190/50=3.8
Graph 3.6: characteristics of soft drink, which induces to buy soft drink.
Data Analysis & Interpretation:
It is identified that taste is most preferred by respondents while buying soft drink and quantity
is least preferred while buying soft drink.
Table 3.5 Rank of characteristics of fruit juice, which induces to buy fruit juice.
Options Mean rank
Brand 70/50=1.4
Taste 90/50=1.8
Price 160/50=3.2
Quantity 200/50=4
1.4
2.8
2
3.8
0
0.5
1
1.5
2
2.5
3
3.5
4
Taste Price Brand Quantity
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Graph 3.7: characteristics of fruit juice, which induces to buy fruit juice.
Data Analysis & Interpretation:
It is identified that brand is most preferred by respondents while buying fruit juice and
quantity is least preferred while buying fruit juice.
Respondents view about canned juices as compared to fresh juices
Table 3.6: view of no. of respondents about canned juices as compared to fresh juices.
Options No. Of respondents Percentage
Equivalent to fresh juice 10 20
Have artificial added flavour 15 30
Healthy with preservatives 20 40
any other 5 10
Total 50 100%
1.41.8
3.2
4
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Brand Taste Price Quantity
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Graph 3.8: view of no. of respondents about canned juices as compared to fresh juices.
Data Analysis & Interpretation:
From the above information it is concluded that 40% people think that canned juices are
healthy, 30% think that canned juices have artificial flavour ,20% think that canned juices are
equivalent fresh as compared to fresh fruit juices. And 10% people have given others
reasons
Respondents views about soft drinks and fruit juicesTable3.7: view of no. of respondents about soft drink and fruit juice
Fruit juice Soft drink
a) As a healthy drink 25/50(100)=50% 10/50(100)=20%
b) As a status symbol 5/50(100)=10% 20/50(100)=40%
c) As a aid to put off thirst 20/50(100)=40% 20/50(100)=40%
Total 100% 100%
0
5
10
15
20
25
30
35
40
45
Equivalent tofresh juice
Have artificialadded flavour
Healthy withpreservatives
any other
No. of respondents
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Graph 3.9: respondents views about fruit juice.
Data Analysis & Interpretation:
It is clear that 50% respondents treat fruit juice as a healthy drink , 10% treat fruit juice as a
aid to put off thirst and 10% treat fruit juice as a status symbol.
Graph 3.10: Respondents view about soft drink
0
10
20
30
40
50
60
As a healthy drink As a status
symbol
As a aid to put off
thirst
Fruit juice
No. of respondents
0
10
20
30
40
50
60
70
80
As a healthy drink As a status
symbol
As a aid to put off
thirst
Soft drink
No. of respondents
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Data Analysis & Interpretation:
It is clear that 70% people view soft drink as a healthy drink,20% as a status symbol and 10%
as a aid to put off thirst.
Different flavours of fruit juices which are liked by no. of respondentsTable 3.8: flavours of fruit juices which are liked by respondents.
Options No. Of respondents Percentage
Orange 5 10%
Guava 15 30%
Mix 25 50%
Litchi 2 4%
Apple 3 6%
Total 50 100%
Graph 3.11 flavours of fruit juices which are liked by respondents.
Data Analysis & Interpretation:
It is clear that 50% respondents prefer mix fruit juice, 30% prefer guava, 10% prefer orange,
4% prefer litchi and 6% prefer apple fruit juice.
Fruit juice
Orange
Guava
Mix
Litchi
Apple
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Preference of different brands of fruit juices and soft drinksTable 3.9: Name of brands of soft drink.
Graph 3.12: Name of brands of soft drink
coke
22%
slice
4%
thums up
7%
spirite
8%limca
6%
pepsi
19%
dew
11%
morinda
2%
fanta
2%7-up
13%
maaza
4%
shop juice
2%
Brands of soft drink
Options No. Of responsesCoke 26
Slice 5
Thums up 9
Spirite 10
Limca 7
Pepsi 23
Dew 13Morinda 2
Fanta 2
7-up 15
Maaza 5
Shop juice 2
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Data Analysis & Interpretation:
With the help of above information it is clear that most preferred brand of soft drink is coke
and least preferred brand of soft drink are morinda ,fanta maaza and shop juice.
Table 3.10: Name of brands of fruit juice.
Options No. of responses
Real 33
Tropicana 37
Jumpin 9
Active 12
Frooty 9
Fresh 13
Graph 3.13: Name of brands of fruit juice
Data Analysis & Interpretation:
It is clear that most preferred brand of fruit juice is Tropicana and least preferred brands are
jumpin and frooty.
Affect of advertisements on buying behaviour of respondents
29%
33%
8%
11%
8%
11%
Brands of fruit juice
real tropican jumpin active frooty fresh
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Table 3.11: affect of advertisements on no. of respondents.
Options No. Of respondents Percentage
Yes 90 90%
No 10 10%
Total 100 100%
Graph 3.14: affect of advertisements on buying behaviour of respondents.
Data Analysis & Interpretation:
It is concluded that 90% respondents are affected by advertisements and 10% respondents are
not affected by advertisements.
No. of respondents who had faced problems from fruit juice and soft drinksTable3.12: No. of respondents who had faced problem from fruit juice.
Options No. Of respondents Percentage
Yes 30 60%
No 20 40%
Total 50 100%
0
10
20
30
40
50
60
70
80
90
100
Yes No
No. of respondents
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Graph 3.15: No. of respondents who had faced problem from fruit juice
Data Analysis & Interpretation:
With the help of information provided in above graph it is clear that 60% respondents had
faced problems from fruit juice and 40% respondents had not faced problems from fruit
juices.
Table 3.13: No. of respondents who had faced problem from soft drink.
Options No. Of respondents Percentage
Yes 10 20%
No 40 80%
Total 50 100%
0
10
20
30
40
50
60
70
Yes No
Fruit juice
No. of respondents
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Graph 3.16: No. of respondents who had faced problem from soft drink.
Data Analysis & Interpretation:
It is clear that only 20% respondents had faced problems from soft drinks and 80%
respondents had not faced any problem from soft drink.
0
10
20
30
40
50
60
70
80
90
Yes No
No.
ofrespondents
Response of respondents
Soft drink
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Chapter-4
Results and findings
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50 % People of Ludhiana prefer to drink soft drink and 50% prefer fruit juice. According to the survey 60% people of Ludhiana prefer Tropicana as a healthy fruit
juice. 90% people are affected by advertisements. Most preferred brand of soft drink is coke and least preferred brand is fanta. It is clear that 50% people like mix fruit juice. Most of the Ludhiana people prefer fruit juice and soft drink as a aid to put of thirst. According to the survey 40% people of Ludhiana consider fruit juice as a healthy
with preservatives drink.
Most of the people consume soft drink on daily basis. Most of the people consume fruit juice on weekly basis.
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Chapter- 5
Recommendation
and Suggestions
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1) It is clear from the survey that soft drinks and fruit juices are equally preferred by the
people of Ludhiana, so production of preferred brands of soft drinks and fruit juice
should be increased.2) There is huge impact of advertisements on buying behaviour of people of Ludhiana
so the effectiveness of advertisements should be increased.
3) There are some people who had faced problem from fruit juices so companies of
fruit juice should to increase their quality of product.
4) Most of the people of Ludhiana consume soft drinks and fruit juices as a aid to put
off thirst so these drinks should be available in every shop.
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Chapter- 6
Conclusion
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From the survey, it is clear that 50% people of Ludhiana prefer soft drink and 50% prefer
fruit juice .Tropicana is most preferable brand of fruit juice and thumps up is most preferable
brand of soft drink. Advertisements have huge impact on buying behaviour of people of
Ludhiana. People of Ludhiana treat fruit juice and soft drink as a aid to put of thirst.
So we
can easily conclude by saying that soft drink and fruit juice are equally preferable by the
people of Ludhiana.
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Chapter- 7
Bibliography
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It is a list of journals, articles, magazines, newspapers. it contain all those works which a
researcher has consulted.
Books:
C.R.Kothari 2nd revised edition (New age international publishers)
Web sites:
http://www.rncos.com/report/im205.htm
http://en.wikipedia.org/wiki/rural_markets
http://www.google.co.in/#hl=en&source=hp&biw=1280&bih=586&q=indian+beverage+indu
stry&aq=f&aqi=g1&aql=&oq=&gs_rfai=&fp=dbefe777997d3915
http://www.google.co.in/#hl=en&biw=1280&bih=586&q=major+players+of+soft+drinks&a
q=f&aqi=&aql=&oq=&gs_rfai=&fp=dbefe777997d3915
http://arrowpoint.blog.co.uk/2007/12/01/fruit_juice_industry_in_india~3379228/
www.google.co.in
http://www.rncos.com/report/im205.htmhttp://en.wikipedia.org/wiki/rural_marketshttp://www.google.co.in/#hl=en&source=hp&biw=1280&bih=586&q=indian+beverage+industry&aq=f&aqi=g1&aql=&oq=&gs_rfai=&fp=dbefe777997d3915http://www.google.co.in/#hl=en&source=hp&biw=1280&bih=586&q=indian+beverage+industry&aq=f&aqi=g1&aql=&oq=&gs_rfai=&fp=dbefe777997d3915http://www.google.co.in/#hl=en&biw=1280&bih=586&q=major+players+of+soft+drinks&aq=f&aqi=&aql=&oq=&gs_rfai=&fp=dbefe777997d3915http://www.google.co.in/#hl=en&biw=1280&bih=586&q=major+players+of+soft+drinks&aq=f&aqi=&aql=&oq=&gs_rfai=&fp=dbefe777997d3915http://arrowpoint.blog.co.uk/2007/12/01/fruit_juice_industry_in_india~3379228/http://arrowpoint.blog.co.uk/2007/12/01/fruit_juice_industry_in_india~3379228/http://www.google.co.in/http://www.google.co.in/http://arrowpoint.blog.co.uk/2007/12/01/fruit_juice_industry_in_india~3379228/http://www.google.co.in/#hl=en&biw=1280&bih=586&q=major+players+of+soft+drinks&aq=f&aqi=&aql=&oq=&gs_rfai=&fp=dbefe777997d3915http://www.google.co.in/#hl=en&biw=1280&bih=586&q=major+players+of+soft+drinks&aq=f&aqi=&aql=&oq=&gs_rfai=&fp=dbefe777997d3915http://www.google.co.in/#hl=en&source=hp&biw=1280&bih=586&q=indian+beverage+industry&aq=f&aqi=g1&aql=&oq=&gs_rfai=&fp=dbefe777997d3915http://www.google.co.in/#hl=en&source=hp&biw=1280&bih=586&q=indian+beverage+industry&aq=f&aqi=g1&aql=&oq=&gs_rfai=&fp=dbefe777997d3915http://en.wikipedia.org/wiki/rural_marketshttp://www.rncos.com/report/im205.htm8/2/2019 My Project (Repaired)_001
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Chapter-8
Appendix
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ANNEXURE
1) What do you prefer to drink?a) Soft drink b) fruit juice
2) What is frequency of consumption of your preferred drink in a week.
Fruit juice Soft drink
a) Dailyb) 2-6 times
c)After week
3) On what occasions do you often consume the soft drink and fruit juice?
Fruit juice Soft drinka) Feeling thirsty
b) During parties
c) Without any reason
If any please specify .....................................................................
4) Rank the following characteristics of fruit juice and soft drink ,which induces you to buysoft drink and fruit juice.(give rank of 1 for most preferred and give rank of 5 for least
preferred)
Soft drink Fruit juice
a) Price
b) Quantity
c) Taste
d) Brand
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5) How do you view canned juices as compared to fresh juices?( Please tick any1 option)
a) Equivalent to fresh juice b) Have artificial added flavour
c) Healthy with preservatives d) any other
6) How do you view soft drink and fruit juice? (you can tick more than one option)
Fruit juice Soft drink
a) As a healthy drink
b) As a status symbol
c) As a aid to put off thirst
If any please specify.............................................................................................
7) Which flavours do you like the most in fruit juices?
a) Orange b) Guava
c) Mix d) Litchi
e) Apple
8) Name any 3 brands of fruit juice and soft drinks that are there in your mind at present.
a) Fruit juice 1).............................
2).............................
3).............................
b) Soft drink 1).............................
2)..............................3).............................
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9) Do advertisements affect your purchase?
a) Yes b) No
10) Did you face any problem from fruit juice and soft drink?
Fruit juice Soft drink
a) Yes
b) No
If any, please specify.............................................................................
Personal Details:
Name ________________________
Age ________________________
Address ________________________