final report on

Comparative study on consumption patterns of Soft drinks and Fruit juices

In partial fulfillment of the requirement

On the degree of

Bachelor of Business Administration

Session (2008-2011)

SUBMITTED BY: NISHU SHARMA

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Chapter-1

Introduction

EXECUTIVE SUMMARY

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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 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.

“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

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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. 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 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.

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

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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.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.

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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 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

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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.

• 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 year is expected to be 10-15% in value terms and 20-22% in

volume terms.

MAJOR PLAYERS IN THE SOFT DRINKS SEGMENT COCA COLA:

1) 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.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

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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

hingtaste encourages today’s youth to trust their instincts, influence them to be true who they

are and to obey their thirst.

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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 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

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• 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

1)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:

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• 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. Godrej’s brand JUMPIN comes in the following flavor:

• Mango

• Pineapple

• Apple

• Litchi

• Orange

3)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

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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)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

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.

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

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Review of literature1) 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.

6) Gupta parul (2003),studied the coke & pepsi’s 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 india’s 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 METHODOLOGYEvery 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 DESIGNA 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.

SAMPLING PLAN1) 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

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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. For

the Literature of review certain online journals has also been collected.

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CHEPTER - 3

DATA 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 %

soft drink fruit juice0

10

20

30

40

50

60

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

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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%

Daily 2-6 times After week0

5

10

15

20

25

30

35

40

45

Frequency of consumption of fruit juice

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.

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Daily 2-6 Times After week0

10

20

30

40

50

60

70

Frequency of consumption of soft drink

No. of respondents

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%

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Feeling thirsty During parties Without any reason0

10

20

30

40

50

60

70

80

Soft drink

Series1

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.

Feeling thirsty During parties Without any reason0

10

20

30

40

50

60

70

80

Fruit juice

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.

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Characteristics of soft drinks and fruit juices, which induces to buy soft drink and

fruit 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

Taste Price Brand Quantity0

0.5

1

1.5

2

2.5

3

3.5

4

1.4

2.8

2

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

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Brand Taste Price Quantity0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

1.41.8

3.2

4

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.

Respondent’s 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%

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Equivalent to fresh juice

Have artificial added flavour

Healthy with preservatives

any other0

5

10

15

20

25

30

35

40

45

Column2

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

Respondent’s views about soft drinks and fruit juices

Table3.7: 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%

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As a healthy drink As a status symbol As a aid to put off thirst

0

10

20

30

40

50

60

Fruit juice

Column2

Graph 3.9: respondent’s 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.

As a healthy drink As a status symbol As a aid to put off thirst

0

10

20

30

40

50

60

70

80

Soft drink

Column2

Graph 3.10: Respondent’s view about soft drink

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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 respondents

Table 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%

Fruit juice

OrangeGuavaMixLitchiApple

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.

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Preference of different brands of fruit juices and soft drinks

Table 3.9: Name of brands of soft drink.

Options No. Of responses

Coke 26

Slice 5

Thums up 9

Spirite 10

Limca 7

Pepsi 23

Dew 13

Morinda 2

Fanta 2

7-up 15

Maaza 5

Shop juice 2

coke22%

slice4%

thums up8%

spirite8%

limca6%

pepsi19%

dew11%

morinda2%

fanta2%

7-up13%

maaza4%

shop juice2%

Brands of soft drink

Graph 3.12: Name of brands of soft drink

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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

29%

33%8%

11%

8% 12%

Brands of fruit juicereal tropican jumpin active frooty fresh

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

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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%

Yes No0

10

20

30

40

50

60

70

80

90

100

Column2

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 drinks

Table3.12: No. of respondents who had faced problem from fruit juice.

Options No. Of respondents Percentage

Yes 30 60%

No 20 40%

Total 50 100%

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Yes No0

10

20

30

40

50

60

70

Fruit juice

Column2

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%

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Yes No0

10

20

30

40

50

60

70

80

90

Soft drink

Response of respondents

No.

of r

espo

nden

ts

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.

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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+industry&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&aq=f&aqi=&aql=&oq=&g

s_rfai=&fp=dbefe777997d3915

http://arrowpoint.blog.co.uk/2007/12/01/fruit_juice_industry_in_india~3379228/

www.google.co.in

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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) Daily

b) 2-6 times

c)After week

3) On what occasions do you often consume the soft drink and fruit juice?

Fruit juice Soft drink

a) 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 buy

soft drink and fruit juice.(give rank of 1 for most preferred and give rank of 5 for least

preferred)

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Soft drink Fruit juice

a) Price

b) Quantity

c) Taste

d) Brand

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

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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).............................

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 ________________________

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Address ________________________

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