OBJECTIVE OF THE STUDY

• To study the preferences of the people for soft drinks and fruit juices.
• To find out the factors 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.

PROBLEMS

• Understanding the view of sample size in regards to aerated drinks & fruit juice.
• There are people who don’t prefer drinking either aerated drinks or fruit juices.

SCOPE OF THE STUDY

• This study is confined to the central Mumbai region covering areas of Matunga, Sion
and Sion Koliwada.
• Seasonal drinks are not considered in the study.
• We are considering only canned juices.
• We are not considering water & alcoholic drinks.

LIMITATIONS
• The study was confined to some areas of central Mumbai 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.

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 SAMPLE DESIGN

• Sample unit:
In this research report we have considered people ranging in between the 15 to 55. However
we have target more people in age group of 15-25.
• Sampling size:
The sample size of our research is 30 respondents.
• Sampling procedure:
We have used Convenience Sampling to select the sample in this study.

SAMPLE PROFILE

Out of the total population drinking soft drinks or fruit juices the number of the drinkers
belongs to age group of 18-25 which consist of mainly students.

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.
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 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?

No. of
Particulars respondent Percentage
Soft Drinks 7 23%
Fruit Drinks 23 77%
Total 30 100%

ANALYSIS:
From the survey it was found that amongst 30 respondents
a) 23% of the respondents prefer Soft Drinks to drink.
b) 77% of the respondents prefer Fruit Juices to drink.

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Q2. Frequency of consumption of your preferred drink in a week?
SOFT DRINKS

Particulars No. of Respondents Percentage

Daily 4 68%

2-6 times 3 42%

Above 7 - %

Total 7 100%

ANALYSIS:

a) 68% of the respondents consume Soft Drinks daily.

b) 42% of the respondents consume Soft Drinks 2-6 times.

c) None of the respondents consume Soft Drinks more than 7 times.

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FRUIT JUICES

No. of
Particulars Percentage
Respondents

Daily 11 52%

2-6 times 10 48%

Above 7 0 -

Total 21 100%

ANALYSIS:

a) 52% of the respondents consume Fruit Juices daily.

b) 48% of the respondents consume Fruit Juices 2-6 times.

c) None of the respondents consume Fruit Juices more than 7 times.

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Q3. On what occasions, do you often consume the Soft Drinks?

No. of Percenta
Particulars Respondents ge
Feeling Thirsty 3 23%
Parties / Celebrations 4 30%
Without any reason (just
like that) 6 47%
Others 0 0%
Total 13 100%

ANALYSIS:

a) 23% of the respondents consume Soft Drinks when they feel thirsty.

b) 30% of the respondents consume Soft Drinks at the time of celebrations.

c) 47% of the respondents consume Soft Drinks without any reason.

d) 0% of the respondents consume Soft Drinks on other occasions.

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Q4. On what occasions, do you often consume the Fruit Juices?

No. of Percenta
Particulars Respondents ge
Feeling Thirsty 4 18%
Parties / Celebrations 0 0%
Without any reason (just
like that) 16 72%
Others 2 10%
Total 22 100%

ANALYSIS:

a) 18% of the respondents consume Fruit Juices when they feel thirsty.

b) 0% of the respondents consume Fruit Juices at the time of celebrations.

c) 72% of the respondents consume Fruit Juices without any reason.

d) 10% of the respondents consume Fruit Juices on other occasions.

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Q5. What induces you to buy Soft Drinks?

No. of
Particulars Respondents Percentage
Price with quantity 3 27%
Health Drink 0 0%
Status symbol 1 9%
Taste 5 45%
Variety 2 19%
Total 11 100%

ANALYSIS:

a) 27% of the respondents consume soft drinks because of its price.

b) None of the respondents consume soft drinks because it is a health drink.

c) 9% of the respondents consume soft drinks because it is a status symbol.

d) 45% of the respondents consume soft drinks because of its taste.

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 e) 19% of the respondents consume soft drinks because of its variety.

Q6. What induces you to buy Fruit Juices?

No. of Percenta
Particulars Respondents ge
Price with quantity 1 5%
Health Drink 16 80%
Status symbol 2 10%
Taste 0 0%
Variety 1 5%
Total 20 100%

ANALYSIS:

a) 5% of the respondents consume fruit juices because of its price.

b) 80% of the respondents consume fruit juices because it is a health drink.

c) 10% of the respondents consume fruit juices because it is a status symbol.

d) None of the respondents consume fruit juices because of its taste.

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 e) 5% of the respondents consume fruit juices because of its variety.

Q7. If not a Soft Drink or a Fruit juice, which other beverage (other than water) tops
your mind?

No. of Percenta
Particulars Respondents ge
Coffee 5 18%
Tea 3 11%
Shakes(Milk/Ice
cream/Fruit) 5 18%
Lassi 14 50%
Sharbat 1 3%
Total 28 100%

ANALYSIS:

a) 18% of the respondents prefer coffee.

b) 11% of the respondents prefer tea.

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 c) 18% of the respondents prefer Shakes.

d) 50% of the respondents prefer Lassi.

e) 3% of the respondents prefer Sharbat.

Q8. How do you rate canned juices as compared to fresh juices?

No. of Percenta
Particulars Respondents ge
Equivalent to fresh
juices 4 13%
Have artificial added
flavor 20 67%
Healthy with
preservatives 6 20%
Total 30 100%

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 ANALYSIS:

a) 13% of the respondents think canned juices are Equivalent to fresh juices.

b) 67% of the respondents think canned juices Have artificial added flavor.

c) 20% of the respondents think canned juices are Healthy but have preservatives.

Q9. How do you view Soft Drinks?

No. of Percenta
Particulars Respondents ge
As a health drink 0 0%
As a status symbol 1 9%
As an aid to put off
thirst 9 82%
Any other 1 9%
Total 11 100%

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 ANALYSIS:

a) None of the respondents view Soft Drinks as a health drink.

b) 9% of the respondents view Soft Drinks as a status symbol.

c) 82% of the respondents view Soft Drinks as an aid to put off thirst.

Q10. How do you view Fruit Juices?

No. of Percenta
Particulars Respondents ge
As a health drink 21 100%
As a status symbol 0 0%
As an aid to put off
thirst 0 0%
Any other 0 0%
Total 21 100%
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 ANALYSIS:

a) 100% of the respondents view Fruit Juices as a health drink.

b) None of the respondents view Fruit Juices as a status symbol.

c) None of the respondents view Fruit Juices as an aid to put off thirst.

Q11. Do advertisements affect your purchases?

Particul No. of Percenta

ars Respondents ge
Yes 20 67%
No 10 33%
Total 30 100%

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 ANALYSIS:

a) 67% of the respondents think that advertisements affect their purchases.

b) 33% of the respondents think that advertisements do not affect their purchases.

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 23%of people like to have
soft drinks while 77% go for juices.

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• 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 without any reason.
• Most of the respondents consume soft drinks because of its taste.
• 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 (67%) were of the strong view that advertisements affect their
purchases and the rest (33%) 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.

• 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.

QUESTIONNAIRE
PERSONAL DETAILS

Age -
Gender - Male Female
Occupation - Student Housewife Business Service Others

Q1. What do you prefer to drink? (Tick any 1)

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a) Soft Drinks b) Fruit Juices
Q2. Frequency of consumption of your preferred drink in a week?
a) Soft Drinks, Daily b) Fruit Juices, Daily
2-6 times 2-6 times
Above 7 above 7

Q3. On what occasions, do you often consume the Soft Drinks?

a) Feeling Thirsty b) Parties / Celebrations c) Without any reason (just like that)
d) Others, please specify ________

Q4. On what occasions, do you often consume the Fruit juices?

a) Feeling Thirsty b) Parties / Celebrations c) Without any reason (just like that)
d) Others, please specify ________

Q5. What induces you to buy Soft Drinks?

a) Price with quantity b) Health Drink c) Status symbol d) Taste e) Variety

Q6. What induces you to buy Fruit Juices?

a) Price with quantity b) Health Drink c) Status symbol d) Taste e) Variety

Q7. If not a Soft Drink or a Fruit juice, which other beverage (other than water) tops your mind?
a) Coffee b) Tea c) Shakes (Milk/Ice-cream/Fruit) d) Lassi e) Sharbat

Q8. How do you rate canned juices as compared to fresh juices?

a) Equivalent to fresh juices
b) Have artificial added flavor
c) Healthy with preservatives

Q9. How do you view Soft Drinks?

a) As a health drink
b) As a status symbol
c) As an aid to put off thirst
d) Any other, please specify ________

Q10. How do you view Fruit Juices?

a) As a health drink
b) As a status symbol
c) As an aid to put off thirst
d) Any other, please specify ________

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Q11. Do advertisements affect your purchases?
a) Yes
b) No

Q12. Name any three brands of Fruit juices & Soft Drinks that are there in your mind at present?
Soft Drinks Fruit Juices
______ ______
______ ______

BIBLIOGRAPHY

• www.foodindustryindia.com

• Kothari C R, “Research and Methodology- Methods & Techniques”, New Age

International (P) Ltd., 2004

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