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DISSERTATION ON
THE PARTIAL FULLFILLMENT OF THE REQUIREMENT FOR MASTER OF BUSINESS ADMINISTRATION

MARKETING RESEARCH AND CONSUMER SATISFACTION ON DABUR PRODUCTS

Submitted to: NEERAJ KATIYAR

Submitted by MANISH JADON

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CERTIFICATE

This is to certify that Mr. MANISH JADON, M.B.A. (2011-13 Batch) a student of IIMT COLLEGE OF ENGINEERING GREATER NOIDA, the project on MARKETING RESEARCH AND CONSUMER SATISFACTION ON DABUR PRODUCTS. The survey, data collection, & analysis work for preparing the project has been carried out by the student in partial fulfillment of the requirements for the award of M.B.A, under my guidance and supervision. I am satisfied with the work of Mr.MANISH JADON. Date:

Prof:NEERAJ KATIYAR

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INTRODUCTION

The fruit juice market has gone through a revolution; this is also due to growing awareness of health issues and a more sophisticated cocktail culture requiring fruit juice as a mixer.

After a morning cup of chai, the typical Indian sits down to a heavy breakfast of parantha, pickle, oil-drenched vegetables, washed down by a glass of buttermilk. But as Indians adopt a more rushed western lifestyle, breakfast habits too are changing.

With the increase in health consciousness, desire for better hygiene and convenience, Indians feature amongst the top 10 most frequent purchasers of fortified fruit juices (37%). This indicates greater room for growth against frequency of purchase in other developing economies within the Asian region.

Growing health and body consciousness has food companies scrambling onto the health platform. While the consumer has been seen increasingly taking to health fads and everything and anything that delivers a `healthy' lifestyle, companies in the FMCG sector have figured out that this is the way to higher growth rates and are responding to enhanced consumer demand.

______________________________________________________________________ In the late 1990s, the Indian foods group Dabur India introduced the countrys first boxed fruit juice, a hygienic alternative to canned juices and the fresh juice sold by street vendors.

Looking at the Indian consumers, and there are so many juice-walahas in the market, so juice was not something Indian consumers had not seen before. So, the companies are trying to give juices in a packaged form, which is more hygienic. Example: In 'Real', we have two range of juices one is Real fruit juice other is Real Active juice. The Real fruit juice is targeted towards the housewife and kids, and the Real Active juice is targeted towards the young adults between the age of 24 to 35. We are very clearly focused on the in-home segment and soft drink is more out- of- home impulse purchase.

Fruit juices are perceived as anytime beverages, with consumption being spread more or less evenly between the mid-mornings, afternoons and evenings. And Generation Now is as much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials.

Fruit based beverages in tetra packs are segmented as juices, nectars and fruit drinks, depending on the extent of fruit content in the drink. In the fruit drink market Parle is the largest player with its Frooti brand. Godrej sells fruit drinks under the Jumpin brand. The growth in the fruit drink segment has slowed down due to the launch of several new brands in the nectar and fruit juice categories. Some of the leading brands in

______________________________________________________________________ these categories are Onjus, Real, Life, Tropicana etc. Godrej has also launched new brands X's and Jumpin Masti in these segments to expand the market.

The fruit juices market is split in two main categories in India: fruit juices and fruit drinks market. The classification is based on the % of the fruit pulp content in the beverage. Fruit drink has to have minimum fruit pulp content of 10%, while Nectar needs to have a minimum fruit pulp content of 25%.

While technically, any product which contains more than 85 per cent juice comes under fruit juice category and those which have less than 15 to 20 per cent juice content, is classified as fruit drink. The 100 per cent fruit juice market is currently estimated to be around Rs 80 crore and is dominated by Dabur Foods' Real and Pepsi Foods Tropicana. Enkay's Onjus is another player in the segment. The soft drink major's decision to get aggressive on fruits drink market forms part of its worldwide focus on the non-alcoholic commercial beverages market.

Consumers are increasingly reaching out for fruit-based drinks and noncarbonated soft drinks, sometimes even at the expense of a cola or any other brand of carbonated soft drink (CSD).

Though juices make up only five per cent of the estimated Rs 5,300-crore soft drink segment, choices in this category are plentiful. They include Real from Dabur, Tropicana from the Pepsi stable and Frooti, the drink from Parle Agro frooti.

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With the market growing at a healthy rate and with changing lifestyles and rising levels of health consciousness among consumers today, the demand for healthier products like packaged fruit juice is only going to increase in the times to come.

The fruit juice category is rapidly growing by over 50 per cent; it's seen as healthy compared to soft drinks. They are more hygienic than roadside fruit juices and are a big hit with yuppies. Also, non-sugar variants find favour with fitness freaks.

Packaged fruit juice, virtually non-existent a few years ago, is now making its appearance at the breakfast table. , creating a market that is growing by 50 per cent annually.

Earlier there was no fruit juice in the market. Only canned juice and ready-toserve beverages in bottles were available. Today we have number of brands in carton and tetrapack. Such as 'Onjus' of Enkay Texofood, 'Real juice' of Dabur, 'Jumpy' of Godrej etc. all packed in convenient asceptic cartons. We will be shortly getting more brands of fruit juice including 'Tropicana' from Seagram.

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OBJECTIVES OF THE STUDY

Preference of consumer for the packaged fruit juices vis--vis other beverages.

Preferred brand of packaged fruit juices in the market (Influencing factors, brand loyalty, motivated by other factors, packaging, sizes)

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RESEARCH METHODOLOGY

This chapter aims to understand the research methodology establishing a framework of evaluation and revaluation of primary and secondary research. The techniques and concepts used during primary research in order to arrive at findings; which are also dealt with and lead to a logical deduction towards the analysis and results. 1.1 RESEARCH DESIGN

A research design is the detailed blueprint used to guide a research study towards its objectives. It is series of advanced decisions taken together comprising a master plan or a model for the conduct of research in consonance with the research objectives. It details the procedures necessary for obtaining the information needed to structure or solve the marketing research problems.

______________________________________________________________________ The researchers propose to first conduct a intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which the researchers feel remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory research. This stage shall help the researchers to restrict and select only the important question and issue, which inhabit growth and segmentation in the industry. These set of questions are then proposed to be studied under a descriptive research setting finally leading to formation of hypotheses and testing under causal research.

Hence proposed research path is:

1. Literature review Exploratory 2. Descriptive researches 3. Formations of hypotheses based on descriptive 4. Testing of hypotheses by undertaking Causal research.

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1) EXPLORATORY RESEARCH

The objective of exploratory research is to explore or search through a problem or situation to provide insights and understanding. Exploratory research is meaningful in any situation in which the researcher does not have enough understanding to proceed with the research project. Typically there is a little prior knowledge at the disposal of a researcher to build upon.

The exploratory research conducted brought out a host of factors which affect the consumer buying attitude. These factors were then filtered to form a set of the most important alternatives. The purpose was to find an accurate snapshot of the market environment in fruit juice market. The relevance and importance of these factors was studied in a descriptive manner so as to get an overview of the fruit juices.

2) DESCRIPTIVE RESEARCH

Major objective of descriptive research is to describe something usually market characteristics or functions. Descriptive research is characterized by the prior formulation of specific hypotheses. Here information is clearly defined. A majority of market research studies are descriptive research studies. A descriptive research study must collect data for a definite purpose. In descriptive research, hypotheses often exist, but they may be tentative and speculative. 10

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3) CAUSAL RESEARCH

The descriptive research conducted was not enough as it showed that two variables are related but could not determine the nature of relationship between them. Therefore, the nature of relationship between variables was known by doing causal research. The exploratory research was conducted by interviewing people. A brainstorming session was held which threw out a number of ideas and factors with respect to consumer buying relation to shampoo. Thereafter, the factors generated were transformed into a questionnaire, which was used to conduct causal research.

1.2 TARGET POPULATIONS AND SAMPLE SIZE

The drinking of fruit juices is common to the majority of any sample population in or around the metropolitan statehood of Delhi, Noida. Hence geographical segmentation of sample size is of no use, as fruit juice preference is personal and differs from person to person and has low correlation with geographical location, but the section and consumption of fruit juices, as a commodity has a direct relation with the income level. Hence the researchers shall equip the questionnaire with an income level judgment question. A Sample size of 468 respondents was taken on the basis of random sampling.

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1.3 DESIGNS, TECHNIQUE, and DATA COLLECTION METHOD

The population profile drinking fruit juice is diverse and in large numbers, hence instead of census; the technique of sampling will be used. As the population size is large and both the cost and time associate with obtaining information from the population is high. The sample list shall contain all consumers who drink fruit juices. With such a large dominator of sample list and no grouping of information, it is essential to undertake nonprobability sampling. As it is the simple and gains intuitive understanding of the market. As all the samples have equal probability of getting selected as the sample population, it is convenient and most feasible while studying fast moving consumer goods, like fruit juices. The respondents comprised both male and female of different age groups, with varying income group, coming from different educational backgrounds.

1.4 PLAN OF ANALYSIS:

The data obtained through questionnaire was processed using the statistical software SPSS 12.0

Additional information has been obtained from various business journals, magazines, newspapers, websites etc.

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______________________________________________________________________ 1.5 SOURCE OF INFORMATION

PRIMARY SOURCE OF DATA: The questionnaire formed the basis of

collecting the primary data.

SECONDARY SOURCE OF DATA: The secondary sources of data where

various business journals, magazines, newspapers, websites etc. are also analyzed.

First hand information was collected from various packed fruit juice companies.

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SECONDARY RESEARCH

1. MARKET FOR FRUIT JUICES

Stiff competition in the fruit juice market

The Juice category is the fastest growing segment at present, estimated to be growing by 20-25% pa. The Rs 500 crore non-carbonated beverage market in the country is composed of fruit drinks, nectar and juices.

The total size of the branded non carbonated beverages in the organized segment is estimated at Rs500crores. While the fruit drink segment is estimated at Rs 250-300 crore (branded and packaged), the juice market is valued at Rs 150 crore and the nectar is a small category of about Rs 35-50 crore. And the popular brands vying for a share in the sector are Parle's Frooti, Godrej's Jumpin, Pepsi's Tropicana, and Dabur's Real, and branded fruit juices from Surya Foods among others.

The fruit drink market (juice accounts for 30 per cent, nectar is 10 per cent and fruit drinks are 60 per cent of the market today) has grown at a 20 per cent to 25 per cent rate.

The Fruit Processing Sector in India has grown by about 20% while the demand for fruit juices in the country is growing at about 40%. There is tremendous potential in

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______________________________________________________________________ the untapped market that constitutes consumers who are on the constant lookout for `healthy' products such as fruit juices.

Daburs fruit juice sales rose 25 per cent in the initial years but have recently seen annual growth of around 50 per cent. Theres been a boom in the last two years. Daburs Real brand of nine juices includes orange, mango, guava and lychee, while its Activ brand includes fruit and vegetable combinations. That most of Daburs popular juices were already made from locally sourced fruits such as lychee and guava. Currently the sales of these juices are growing by 60 to 65 per cent a year against 20 per cent for orange juice.

PepsiCo has been selling a similar range of packaged fruit juices at similar prices under the Tropicana Premium brand since 2001, accounting for 12 per cent of its total business in India. Of this, the more expensive juices segment has grown at a 40 per cent rate this year. It accounted for only 15 per cent of the fruit beverage market three years back. Obviously, some segments are doing better than others.

Fruit-based milk drinks {market size Rs 20 crore to Rs 25 crore (Rs 200-250 million)} like N-joi are currently stagnating. But fruit-based soya milk, another emerging segment reckoned to be worth about Rs 15 crore (Rs 150 million) to Rs 20 crore is expected to grow rapidly.

Godrej, which recently launched the Sofit brand, is experimenting with this market for the second time.

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______________________________________________________________________ Cola sales fell dramatically after the pesticide controversy and this seems to have benefited the fruit beverage industry. Soft carbonated drinks (colas) grew 17 per cent in 2002 but fell 15 per cent in 2003. It's one of the key factors that has led to the kind of growth that we have seen in the last year. But this growth will continue since consumers are now hooked on. The other factors that have helped are the different pack sizes that players started offering in the last year. Tropicana launched a 500 ml pack at Rs 25 compared to a one litre pack for Rs 76.

All of this has resulted in increased in-home consumption of juices, which has gone up from 30 per cent three years back to almost 80 per cent today.

Everyone now has big plans for the future. Dabur, which currently has a 55 per cent market share, wants to launch more Indian fruits and even fruit and vegetable juice combinations in the near future. It is also trying to bring down prices.

So, it has launched Coolers 15 per cent cheaper than Real because it has a lower pulp content. Similarly, other players like Godrej are also looking at launching new variants including combinations by year-end. Parle Agro, which has been experimenting with sugarcane juice for sometime now, has launched mango Frooti in 65 ml packs in Pune, Gurgaon and Mumbai for Rs 5. A year back, it extended the Frooti brand into pineapple and orange variants as well as launching it in 250 ml and one-litre PET bottles.

But the big issue is that they are all playing with the same fruits. It has to be seen how long consumers can sip the same concoctions.

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______________________________________________________________________ Mother Dairy's entry into the Rs110-crore packaged fruit juice market in the country will pitch it directly in competition with the two top fruit brands in the country Real and Tropicana.

2. MAJOR MARKET PLAYERS

PARLE'S FROOTI

Parle Agros Frooti is reported to be over Rs 250-crore turnover a year brand. Frootis market share is claimed to be 85 per cent in the Tetrapak segment and 29 per cent in the mango beverage category (including bottles and TetraPak). Mango fruit beverage is estimated to account for 91 per cent of the sales of all fruit juice variants while orange juice accounts for only 3.1 per cent.

It reaches more than 10 lakh retail outlets in up to class C towns through more than 1,500 distributors and wholesalers directly and indirectly. India's first real fruit drink in Tetrapak is available in three delicious varieties - mango, orange and pineapple Frooti Mango from premium Indian mangoes, Frooti Orange from chilled imported orange concentrate from Brazil and Frooti Pineapple made from ripe juicy pineapple.

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MOTHER DAIRYS SAFAL

The Rs 180-crore fruit juices segment is witnessing a 25 per cent growth rate and Mother Dairy along with other players wants to cash in on the rising demand. Mother Dairy is aiming to expand the reach of its juices in the "top 50 towns in the country" this year. Safal is currently available in orange, mixed fruit, grape and an orange-apple combination.

Safal fruit juices are being launched in four variants and will be available in one litre tetrapacks. They will be launched first in Delhi and are likely to be available on retail shelves across the country within the next fortnight.

Mother Dairy's entry into the Rs110-crore packaged fruit juice market in the country will pitch it directly in competition with the two top fruit brands in the country Real and Tropicana.

Mother Dairy said Safal would tap into the high health conscious consumers in metros. The fruit variants now being launched are orange, mixed fruit, grape and the unique orange-apple variant.

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GODREJ'S JUMPIN

The "Jumpin" brand of Godrej Foods is one of the leading brands in the tetra pack fruit drink market in India. The Jumpin range of fruit drinks come in flavours such as mango, apple, pineapple, litchi and orange. Jumpin turnover is close to Rs. 25 crores, of which roughly 30-35% is institutional. They are packaged in hygienic and aseptic Tetrapak that assures top quality. Ice-cold Jumpin can be enjoyed straight or mixed in a punch or a cocktail. They are available in packs of 200 ml.

Jumpins share has been steadily draining away even as Parles Frooti Mango has been topping up its presence in a market that stands at roughly Rs 410 crore today.

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GODREJ XS FRUIT JUICE

Xs range of fruit nectar has more fruits making it thick and tasty. Also the vitamins and carbohydrates present in it provide extra energy for a fit and healthy living. Available in orange, mango, litchi and pineapple flavours, Xs come in Tetrapaks of 200 ml and 1000 ml. The target consumer for Xs (adult) is different from the typical Jumpin consumer (children).

Under the Xs brand, Godrej has launched Kiwi Kraze, Santra Swing, Berry Blast, Triple tickle, and Lichi Leap.

Godrej Foods already has brands such as Xs and Jumpin in the fruit nectar and fruit drink markets respectively. By launching a third brand in the fruit juice market, it will enter the arena dominated by Pepsi Foods' Tropicana and Dabur's Real. The fruit juice segment is at present growing at 20 per cent in a market.

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PEPSI'S TROPICANA

Tropicana orange juice was launched in Delhi and Bangalore in May/June'1999. Ever since, it has reportedly built up a retail strength of about 2,000 outlets in Delhi and over 1,000 in Bangalore.

India is a very important market for Tropicana and is among the top 10 biggest markets for the brand. The company sources orange juice concentrates from Brazil. Tropicana is available in orange, apple, grape and cranberry flavours and a cocktail in Ruby-red. They come in Tetrapaks of one litre and PET bottles of 500 ml and one litre. Pepsi's Tropicana has tied up with equestrian sports and polo clubs to build bridges with the well-heeled young adults.

Of the two pack sizes that Tropicana is available in (250-ml and 1-litre packs), it is the 1-litre pack that has been doing better in the Delhi market. While the 250-ml tetrapak is priced at Rs. 15, the 1-litre home consumption pack is tagged at Rs. 57.

Of the Rs. 1.0 billion domestic packaged fruit juice market (including tinned juices), Pepsi's Tropicana brand fruit juice has registered double digit growth and has outpaced the growth of the packaged fruit juices market in India. Tropicana has an estimated share of 30-35%.

At present Tropicana has about seven flavours in the market apple, pineapple, orange, apple orange, grape and mixed fruit. Tropicana is also looking at making India the sourcing hub for certain varieties of fruits mainly mango. 21

______________________________________________________________________ Pepsi recently launched Tropicana Tropics Mango Nectar, which is made entirely from mangoes sourced from within India, as against other flavours for which sourcing has to be done from other countries. The introduction of Tropics Mango Nectar will be followed by Tropics Litchi and Tropics Guava.

Tropicana Beverages Co. plans to add more to its existing portfolio comprising orange, apple, sweet orange, pineapple and grape. Two new flavours, tomato and mixed fruit, are slated for launch later this year.

LEH BERRY

The fruit juice category is growing at a healthy rate and has attracted new entrants like Ladakh Foods who have introduced a new variety of its seabuckthorn nectar juice. Ladakh Foods, makers of the Leh Berry seabuckthorn berry drink, have also launched an apple-peach combination juice and a mixed fruit variant. Leh Berry, its first fruit juice in Delhi and it's selling it in the more affluent parts of town.

Ladakh Foods' target of capturing at least 7 per cent of the market share within a year and 20 per cent by 2006-end is ambitious. Ladakh Foods had a turnover last year of Rs 2 crore (Rs 20 million) and it aims to boost that five times by 2004.

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______________________________________________________________________ The company is looking at conventional flavours like apple but the plan for the near future is to introduce apricot, passian (a fruit popular in the north east) and even pomegranate mixes. Currently, Leh Berry is available in 200 ml and 1,000 ml packs priced at Rs 12 and Rs 55 respectively.

BERRI LTD, AUSTRALIA

Berri Ltd, Australia's largest manufacturer of fruit and vegetable products, is looking at achieving an annual volume of around 10 million litres in the country.

The Berri's juices come in flavours such as apple, orange, orange-mango, apricot and apple-lime, and are available in three sizes -a 250 ml 'gulper', 1- and 2-litre bottles.

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DABUR

Dabur's flagship brand Real fruit juice is a market leader in the packaged fruit juice category. Real was launched in 1996 and the brand has carved out a niche for itself by claiming to be the only fruit juice in packaged form that is 100 % preservative free. Real with a market share of 55 % offers to its consumers the largest range of 9 juices that comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and cranberry.

Real Fruit Juice is India's first and only packaged Fruit Juice brand to get SGS (Societe Generale de Surveillance) certifications for high safety standards used in packaging that conform to the stringent HACCP and GMP standards.

Dabur Foods, the largest packaged, preservative-free fruit juice manufacturer, has launched a new sub-brand Real Junior, targeted at kids below six years creating an age-specific market segmentation. Real Junior has been launched in two flavours mango and apple, enriched with calcium, in 125 ml packs for children below six years. The vibrant packs with animated fruit characters are intended to appeal to children by highlighting the taste and nutrition of Real Junior.

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______________________________________________________________________ Yet another innovative offering from Dabur Foods portfolio this summer, is the 'exotic fruit nectar' variant, Real Cranberry Nectar, to be introduced for the first time in the Indian market. Real Cranberry Nectar, available in 1-litre packs for Rs. 75, offers the flavour and nutritive value cranberry, rich in vitamins, minerals and antioxidants, which makes it a healthy beverage.

Dabur Foods had launched Real Active (without sugar) which was targeted at health-conscious, young executives. Currently, orange and mango juices account for around 40 per cent of overall juice sales. Real Activ orange carrot juice, India's first packaged fruit + vegetable juice, is a combination of juicy oranges and sweet carrots. Real juices are offered in hygienic double seal spill proof caps in Tetrapak packaging. Once packed, the 6-layer Tetrapak carton helps retain the freshness of the juice for a longer period of time, thus maintaining the taste and nutrition of the juice. The fruits that go into the juices are sourced from the best sources across the world, the company claims. According to the company Coolers has been launched with an investment of Rs12 crore, into research into consumer needs and development of processing capabilities and parameters on the other.

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SURYA FRESH FOODS

Surya Foods & Agro Pvt. Ltd., the maker of Priya Gold biscuits has entered the packaged juice market under the brand name Fresh Gold in six flavours with an investment of Rs. 250mn in may05.

AN OVERVIEW

The fruit drink market is around 250 million bottles or packs per year, in value terms it is around Rs. 4,500 Million, whereas the existing packaged fruit juice market is 20 million litres valued at around Rs. 1,000 Million per annum.

There are only five major players (Berri, Enkay Foods, Dabur, NOGA and Tropicana ) in juice sector and this provides opportunities for Canadian companies to enter the Indian food market. Other factors, which are likely to stimulate growth in this market, are the increasing health consciousness among the Indian consumers and increase in per capita income.

The focus on appearance has a lot to do with the new health consciousness, which has implications for the growth of low-fat/low-sugar foods. Consumers who want to include health and wellness in their foods in a convenient manner. There is growing

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______________________________________________________________________ awareness about health issues among consumers and as education about the benefits of health products increases, there is bound to be growing demand for these products.

Lately Indian Companies like Dabur and Enkay Foods and multinationals like Tropicana and Berri Ltd of Australia are becoming aggressive in the juice market.

Tropicana Beverages Co has reported a steady growth pattern for its internationally acclaimed orange juice drink, Tropicana, in the Indian market.

Even when the fruit juice/nectar market is projected to grow at a scorching pace of 40 per cent, a study has found that a whopping 86 per cent of the fruit juice market is still lying untapped.

Perhaps the most enigmatic market is the juice segment, simultaneously disappointing and impressive.

The Rs 8,000 crore business dominated by global leaders and arch-rivals Coke and Pepsi, both of whom are losing money in the country. Moreover, as in developed markets, rising prosperity and greater health consciousness are bound to go in tandem with a shift in tastes, away from carbonated drinks into fruit juices.

The increased demand of health drinks has led to an increase in the number of sizes, shapes and even printing technology innovations, besides the obvious one of ensuring improved product taste and quality. Manufacturers are getting more aggressive by offering new products to consumers. Companies like Dabur, with their juice drink, 27

______________________________________________________________________ Coolers, have entered the segment. Pepsi has recently launched a variety of products in the half litre category along with new fruit mixes. Other players like Godrej have redone their designs to make their packages more attractive.

Fruit Juice Demand of India's Institutional Sectors

Fruit juices are becoming popular food item at breakfast tables in Indian homes as well as in hotels. Currently in luxury hotels freshly prepared juices are common whereas economy hotels are using canned juices. Institutional and hospitality sector accounts for more than 60% of packaged juice market.

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DIFFERENT KINDS OF PACKAGING AVAILABLE IN FRUIT JUICES:-

TETRA PACK

PET BOTTLE: Healthier living has resulted in a growing demand for PET
bottles in the bottled water sector. Similarly, a significant shift away from loose unbranded low-quality cooking oil has translated into increase in demand for PET and HDPE bottles. More and more consumers are also realising the need for nutritive drinks, showing a preference for juice drinks, 100% juices, milk drinks against carbonates or concentrates, thereby pushing up demand for liquid cartons.

LIQUID CARTONS: Indians of all ages are becoming health and calorie
conscious, showing a preference for healthy beverages like fruit/vegetable juices that contain no preservatives, no colour and no flavour additives. Moreover, in an effort to differentiate the image of juice drinks away from carbonates, these products were introduced in liquid cartons.

Liquid cartons are being favoured since the packaging allows long shelf life, allows preservation of the original taste and flavour and also allows the juices to be stored without refrigeration. Liquid cartons also make it possible to transport the perishable products across long distances, and juices of seasonal fruits can be

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______________________________________________________________________ made available to the consumer throughout the year. Therefore, the growth rate of liquid cartons has been impressive during the review period, and is expected to grow further in the coming years.

TARGET MARKET

Upper middle class House wives Health-conscious, young executives Teenagers

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OTHER DRINKS AVAILABLE IN THE MARKET

TEA AND COFFEE:

India has been traditionally a large tea producing country and coupled with the perceived benefits of tea consumption, it is no surprise that the beverage retains its popularity rankings throughout the years.

But tea has been losing out to new-generations drinks such as fruit juices and soft drinks, even in traditional tea-drinking markets such as the UK, Ireland, and Japan

There has been tremendous expansion in coffee drinking experiences and this has stimulated associated rise in coffee consumption at home. That said, while coffee parlours are increasingly found throughout the country, it is South India that accounts for an overwhelming proportion of home consumption of coffee brewing and drinking.

Other hot drinks, comprising major brands like GlaxoSmithKline Consumer Healthcare's Horlicks and Boost as well as Cadbury's Bournvita continued to be star performers in 2004, growing at nearly 6% in both volume and current value terms over 2003. This will represent a revival of sorts, as many of the brands in other hot drinks had found the going very tough against new products or concepts like fruit juices, carbonates and bottled water.

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______________________________________________________________________ Building on a small base and positively impacted by increasing sophistication and product knowledge, coffee sales are expected to performance of all hot drinks over the forecast period. By contrast, tea and other hot drinks will see extremely watered down as consumers seek to explore with other drink alternatives as the total volume CAGR of hot drinks in India clock just under 3%

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OTHER DRINKS

Under the N-joi brand umbrella, the company plans to roll out half-a-dozen milky-fruity variants, including peach-milk, strawberry-milk, pineapple-milk, bananamilk, and cheekoo-milk. N-joi, currently only in dairy-mango variant, is priced at Rs 15 for a 250-ml pack and Rs 55 for 1-litre pack.

Godrej has launched Sofit Soymilk for the health conscious. Sofit Soymilk made from carefully selected soybeans, is a valuable source of proteins and vitamins. Being low in saturated fat and cholesterol free, is becoming a popular drink. Available in mango, apple, malt and plain flavours, Sofit is sold in Tetrapaks of 200 ml and 1000 ml. The 1000 ml pack is priced at Rs 50. Sofit is made by mixing soymilk with real fruit pulp, to give all the health benefits of soy to the consumers with the refreshing taste of fruits, claims the company. Soymilk is free of lactose which is present in cow/buffalo milk.

COLA WARS

Pepsi also markets an energy drink for the sports personnel, called Gatorade, and a sugar-free Diet Pepsi. Pepsi, in association with Hindustan Lever Ltd (HLL) is planning to launch Lipton iced tea in a couple of months.

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COLA GIVING WAY TO FRUIT JUICES

With Coca-Cola and Pepsi bogged down in a losing publicity battle over pesticide residues in their bottled products, consumers are rediscovering the value of fruit juices and natural thirst-quenchers that are abundantly available.

Ever since the U.S. colas began flooding the markets as the most visible part of the decade-old economic liberalization process, nutritionists have agonized over the dangers posed by "empty calories" in soft drinks. But pushed by relentless advertising campaigns involving top film stars and sports personalities on television and other media, both Pepsi and Coca-Cola have been steadily notching up sales to well over six million bottles annually.

People are sensitized to the serious problem of pesticides contaminating drinking water and the environment, but the issues like "empty calories" and the "chip-and-cola" diet that are relatively new to the country.

The switch from colas to fresh fruit juice is easy given that India is among the world's biggest fruit juice producers. It has an annual output of around 50 million tonnes, although the packaging industry is still lagging and lacks the technology of the advanced countries.

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PRIMARY RESEARCH

We have calculated frequencies for all the questions to have a general idea about the tastes and preferences of the respondents. We have also shown frequencies in the form in the of pie charts. The color in the pie charts which do not indicate anything are those questions for which people have not responded.

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PIE CHARTS
The frequency tables are as follows:

Q1. Do you prefer packaged fruit juices to other aerated drinks?

Valid Frequency Percent Valid Yes No Total 368 100 468 78.6 21.4 100.0 Percent 78.6 21.4 100.0

Cumulative Percent 78.6 100.0

Do u prefer packaged fruit juices to other aerated drinks?

Yes No

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______________________________________________________________________ Q2. Why do you prefer packaged fruit juices? Valid Frequency Valid Taste nutritional value Freshness low fat/ low sugar convenience Total 24 112 99 103 73 57 468 Percent 5.1 23.9 21.2 22.0 15.6 12.2 100.0 Percent 5.1 23.9 21.2 22.0 15.6 12.2 100.0 Cumulative Percent 5.1 29.1 50.2 72.2 87.8 100.0

Why do u prefer packaged fruit juices?

taste nutritional value freshness low fat/ low sugar convenience

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______________________________________________________________________ Q3. How often do you buy packaged fruit juices?

Valid Frequency Percent Valid everyday once in a week once in a month hardly Total 114 163 108 83 468 24.4 34.8 23.1 17.7 100.0 Percent 24.4 34.8 23.1 17.7 100.0

Cumulative Percent 24.4 59.2 82.3 100.0

how often do u buy packaged fruit juices?

everyday once in a week once in a month hardly

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______________________________________________________________________ Q4. Do you prefer packaged fruit juices to fresh fruit juices ?

Valid Frequency Percent Valid yes No Total 255 213 468 54.5 45.5 100.0 Percent 54.5 45.5 100.0

Cumulative Percent 54.5 100.0

Do u prefer packaged fruit juices to fresh fruit juices ?

yes no

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______________________________________________________________________ Q5. What factors influence u to buy packaged fruit juice? Valid Frequency Percent Valid round the year 107 availabilty convenience different flavours easy storage Total 98 148 115 468 20.9 31.6 24.6 100.0 20.9 31.6 24.6 100.0 43.8 75.4 100.0 22.9 22.9 22.9 Percent Cumulative Percent

What factors influence u to buy packaged fruit juice?

round the year availabilty convenience different flavours easy storage

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______________________________________________________________________ Q6. Why do you prefer fresh fruit juices? Valid Frequency Percent Valid taste customized flavours price freshness no artificial flavours Total 110 52 74 136 96 468 23.5 11.1 15.8 29.1 20.5 100.0 Percent 23.5 11.1 15.8 29.1 20.5 100.0 Cumulative Percent 23.5 34.6 50.4 79.5 100.0

Why do u prefer fresh fruit juices?

taste customized flavours price freshness no artificial flavours

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______________________________________________________________________ Q7.1 Are you aware of Real Valid Frequency Percent Valid yes No Total 440 28 468 94.0 6.0 100.0 Percent 94.0 6.0 100.0 Cumulative Percent 94.0 100.0

are u aware of Real

yes no

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______________________________________________________________________ Q7.2 Are u aware of Frooti Valid Frequency Percent Percent Cumulative Percent

Valid yes No Total

397 71 468

84.8 15.2 100.0

84.8 15.2 100.0

84.8 100.0

are u aware of Frooti

yes no

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______________________________________________________________________ Q7.3 Are you aware of Tropicana Valid Frequency Percent Valid yes no Total 333 135 468 71.2 28.8 100.0 Percent 71.2 28.8 100.0 Cumulative Percent 71.2 100.0

are u aware of Tropicana

yes no

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______________________________________________________________________ Q 7.4 Are you aware of Jumpin

Valid Frequency Percent Valid yes no Total 158 310 468 33.8 66.2 100.0 Percent 33.8 66.2 100.0

Cumulative Percent 33.8 100.0

are u aware of Jumpin

yes no

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______________________________________________________________________ Q 7.5 Are you aware of Xs

Valid Frequency Percent Valid yes no Total 243 225 468 51.9 48.1 100.0 Percent 51.9 48.1 100.0

Cumulative Percent 51.9 100.0

are u aware of Xs

yes no

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______________________________________________________________________ Q7.6 Are you aware of Safal.

Valid Frequency Percent Valid yes no Total 234 234 468 50.0 50.0 100.0 Percent 50.0 50.0 100.0

Cumulative Percent 50.0 100.0

are u aware of Safal

yes no

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______________________________________________________________________ Q7.7 Are you aware of Slice Valid Frequency Percent Valid yes no Total 110 358 468 23.5 76.5 100.0 Percent 23.5 76.5 100.0 Cumulative Percent 23.5 100.0

are u aware of Slice

yes no

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______________________________________________________________________ Q8. Which brand do you prefer the most among the following? Valid Frequency Percent Valid frooti real tropicana jumpin safal Godrej's Xs Total 121 125 128 25 54 15 468 25.9 26.7 27.4 5.3 11.5 3.2 100.0 Percent 25.9 26.7 27.4 5.3 11.5 3.2 100.0 Cumulative Percent 25.9 52.6 79.9 85.3 96.8 100.0

Which brand do u prefer the mosg among the following?

frooti real tropicana jumpin safal Godrej's Xs

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______________________________________________________________________ Q9. Why do you prefer the above marked brand? Valid Frequency Valid taste price flavors availabil 84 ity Total 468 100.0 100.0 17.9 17.9 100.0 148 135 101 Percent 31.6 28.8 21.6 Percent 31.6 28.8 21.6 Cumulative Percent 31.6 60.5 82.1

Why do u prefer the above marked brand ?

taste price flavors availability

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CROSSTAB

We have brought out the relation between various factors with the help of CROSSTAB considering two questions at a time.

First, We have brought out the relation between Q1 & Q3 i.e. people who prefer fruit juices over other aerated drinks, how often do they buy it and vice versa.

Do you prefer packaged fruit juices to other aerated drinks? * how often do u buy packaged fruit juices?

Case Processing Summary

Cases Valid N Do u prefer packaged fruit juices to other aerated drinks? * how often do u buy packaged fruit juices? 468 100.0% 0 .0% 468 100.0% Percent N Missing Percent N Total Percent

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______________________________________________________________________ how often do u buy packaged fruit juices? once in a once in a everyday Do u prefer Yes 96 week 130 month 86 hardly 56 Total 368

Do you prefer packaged fruit juices to other aerated drinks? * how often do u buy packaged fruit juices?

Cross tabulation

Count

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______________________________________________________________________ packaged fruit juices to other aerated drinks? Total 114 163 108 83 468 18 33 22 27 100 No

Second, With the same Q1 we have also analyzed the relation with Q2, i.e. people who prefer packaged fruit juices over other aerated drinks, why do they prefer the packaged juices.

Case Processing Summary

Cases Valid N Do u prefer packaged fruit juices to fresh fruit juices ? * What factors influence u to buy 468 100.0% 0 .0% 468 100.0% Percent N Missing Percent N Total Percent

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______________________________________________________________________ packaged fruit juice?

Do you prefer packaged fruit juices to fresh fruit juices ? * What factors influence u to buy packaged fruit juice?

Cross tabulation

Count

What factors influence u to buy packaged fruit juice? round the year availability convenienc e different flavors easy storage Total

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______________________________________________________________________ Do u prefer packaged fruit juices 62 to fresh fruit juices ? Total 107 98 148 115 468 40 61 50 213 Yes No 45 58 87 65 255

Third, we have related questions 4 & 5 trying to analyze as to why people prefer packaged fruit juices over fresh fruit juices.

Case Processing Summary

Cases Valid N Do u prefer packaged fruit juices to fresh fruit juices ? 468 100.0% 0 .0% 468 100.0% Percent N Missing Percent N Total Percent

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______________________________________________________________________ * What factors influence u to buy packaged fruit juice?

Do you prefer packaged fruit juices to fresh fruit juices ? * What factors influence u to buy packaged fruit juice?

Cross tabulation

Count What factors influence u to buy packaged fruit juice? round the year availabilty 56 convenienc e different flavours easy storage Total

______________________________________________________________________ Do u prefer packaged fruit juices 62 to fresh fruit juices ? Total 107 98 148 115 468 40 61 50 213 yes no 45 58 87 65 255

Fourth, moving further with the questionnaire we have tried to analyze which brand do people prefer and why do they prefer the following brand. For that we have taken Q8 & Q9.

Case Processing Summary

Cases Valid N Which brand do u 468 prefer the mosg 100.0% 0 .0% 468 100.0% Percent N Missing Percent N Total Percent

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______________________________________________________________________ among the following? * Why do u prefer the above marked brand ?

Which brand do you prefer the most among the following? * Why do u prefer the above marked brand ?

Cross tabulation

Count Why do u prefer the above marked brand ? availabili taste Which Frooti 45 58 price 41 flavors 19 ty 16 Total 121

______________________________________________________________________ brand do u prefer the mosg among the following? Real tropicana Jumpin Safal Godrej's 3 Xs Total 148 135 101 84 468 6 3 3 15 53 29 3 15 33 28 9 18 27 37 5 10 12 34 8 11 125 128 25 54

This table shows us how many people of the total sample prefer each brand and also why do they prefer each brand. For eg. 45 people out of 468 prefer Frooti because of its taste. Similarly, 34 people out 468 prefer Tropicana because of its

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______________________________________________________________________

DATA ANALYSIS

Based on the type of data collected and the target segment with the appropriate statistical methods, inference should be made. The response set of one variable is compared with another set of variable to ensure a detailed analysis of data. We have used the SPSS 12.0 software to analyze our data accurately. After the respondents had filled in the questionnaires, the data was entered into the software and the analysis was made thereby.

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______________________________________________________________________

FIELD WORK

Fieldwork plays an important role in collecting the data. As our sample size was determined to be 450 and we were a 3-member team, we decided to divide the work equally.

Some important points which each member kept in mind while doing the fieldwork:

To make the respondents comfortable before questioning him by introducing our selves as students of and ensuring the respondent that all information collected is only for academic purpose and will be kept confidential

Ensure that we fill the questionnaires our selves Not to lead a person into any preconceived notion Not to influence the respondents answers in any way/form. Use simple language, so that the technical language does not intimidate the respondent. We conducted a exploratory research at Delhi, Agra , and Noida.

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RESEARCH FINDINGS

In our analysis we have concluded the following things from each question

Q1. 78.6% of the total respondents prefer fruit juices to other aerated drinks. This shows that there is great potential in the market for fruit juices.

Q2. The analysis of this question reveals that taste is the main factor because of which people prefer packaged fruit juices over other aerated drinks.

Q3. 34..8% of the respondents buy the packaged fruit juices at least once in a week. This again shows that there is a great demand for fruit juices in the market. However, there are large number of people who buy fruit juices either daily or once in a week.

Q4. This question also shows us positive results for fruit juices as the majority i.e. 54.5% of the respondents prefers packaged fruit juices to fresh fruit juices.

Q5. With this question we realized the importance of packaged fruit juices to fresh fruit juices i.e. they prefer packaged fruit juice because of different flavors and easy storage mainly. However, some people are also influenced by its round the year availability quality.

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______________________________________________________________________ Q6. In this question people revealed the secret of preferring the fresh fruit juices over packaged ones i.e. because of its freshness.

Q7. We introduced the this question to know the brand awareness among the people and this question has revealed that 94% people know about Real, 84.8% people know about Frooti, 71.2% people know about Tropicana, 33.8% people know about Jumpin, 51.9% people know about Xs, 50% people know about Safal and 23.5% people know about Slice. This clearly shows that Real is the most famous brand among people.

Q8. This question reveals that most of the people prefer Tropicana followed by Real and then Frooti.

Q9. This question tell us why do people prefer any specific brand and our research has shown us that Taste is the most important factor (31.6%) followed by Price (28.8%)

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LIMITATIONS IN THE STUDY

ERRORS

1) INTERVIEWER ERROR

There is interviewer bias in the questionnaire method. Open-ended questions can be biased by the interviewers views or probing, as interviewers are guiding the respondent while the questionnaire is being filled out. The attitudes the interviewer revels to the respondent during the interview can greatly affect their level of interest and willingness to answer openly. As interviewers probing and clarifications maximize respondent understanding and yield complete answers, these advantages are offset by the problems of prestige seeking, social desirability and courtesy biases.

2) QUESTIONNAIRE ERROR

The questionnaire designing has to careful so that only required data is concisely reveled and there is no redundant data generated. the questions have to be worded carefully so that the questions are not loaded and does not lead to a bias in the respondents mind.

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3) RESPONDENT ERROR

The respondents selected to be interviewed were not always available and willing to co operate also in some cases the respondents were found to not have the knowledge, opinion, attitudes or facts required additionally uninformed response errors and response styles also led to survey error.

4) SAMPLING ERROR

The sample size of our survey is only 450, which cannot help us determine the consumer behavior and preference of the total population. Moreover the sample has been drawn from the NCR region where the disposable income of an individual is very high. It has been observed that REAL is a market leader in the fruit juice industry and most of the respondents interviewed were more aware of Real fruit juices as compared to other fruit juices available in the market, which led to biasness in the analysis of the survey.

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______________________________________________________________________

LIMITATION
The results of this Study cannot be generalized beyond the context of the fruit juice industry setting, and even within this setting customer satisfying cues may differ in their relative impact on service quality and guest loyalty depending on the nature of the product. The researchers also wish to emphasize that the study deals with only identifying and understanding the current market of fruit juices in India. The present assignment has a complete and accurate database of respondents allowing the evaluation team to randomly sample and draw non-respondents into the study by calling them to orally complete the survey. While administering questionnaires during phase two of the study, the researcher noticed that some sample were very enthusiastic about there and were extremely positive and genuine in there answers where as the some other just ticked even without reading the questions. Some of the people who were part of our sample size, became non- respondents i.e. the questionnaire they filled was incomplete or they were not willing to respond. Sample size was a constraint since it was not representative of the entire target population. People could not remember the price and size of shampoo they use as mentioned in our questionnaire. Therefore interpreting the analysis for these questions was difficult.

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CONCLUSION

Indians, by tradition, are fruit eaters' not fruit juice drinkers. At the same time fruit juice concept in India is very old and mainly associated with healthy and nutritious drink both for healthy and sick persons.

So far Indian food market had very limited activity in the fruit based beverage markets but recently juice is becoming the major area of attraction. Of the five brands of 100 percent pure orange juice, namely Tropicana, Real, Safal, and Frooti. The market leader is Real, though Tropicana is fast catching up. Sales of all the other brands have increased in the past year.

Nuclear family with high purchasing power, open for new concepts and always short of time is the target consumer segment. Ultimately, the market lies in home consumption of pure juices.

With the market growing at a healthy rate and with changing lifestyles and rising levels of health consciousness among consumers today, the demand for healthier products like packaged fruit juice is only going to increase in the times to come.

The existing popular brands of Fruit based beverage are Frooti, Jumpin, Safal and Slice. The famous brands in Juice segment are Tropicana and Real. Other new entrants in the industry are fresh gold. 67

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The branded fruit juice market in India is estimated to be worth Rs 120 crore (Rs 1.2 billion) and the segment is growing at about 30 per cent per annum. The market leader is Dabur's Real Fruit followed by Pepsi's Tropicana.

India is now among the top ten markets for Tropicana worldwide. Significantly India is now an approved source for mango pulp within the Tropicana worldwide system, and can soon emerge as a major sourcing base for other exotic fruits for Tropicana's international market. Which means that if the fruit juice producers work on further development of backward linkages, the pricing issue plaguing this industry can be better tackled. Besides, the industry has already begun to offer packaging solutions to address different price points like a 125 ml pack of fruit drink Maaza from Coca-Cola India at just Rs 5 and a 500 ml Tropicana blend for Rs 25.

Growth in the juices segment is not at the expense of the colas or other carbonated soft drinks. Though it is true that more people are going in for the fruit-based products, there is little cannibalization taking place. It is just that the total market is expanding. A market like India, with per capita consumption as low as six bottles, offers a huge potential to expand.

Consumers are increasingly taking to fruit-based drinks because of a perceived image of them being good for health.

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______________________________________________________________________ Packaged fruit juices are as much recognised as social drinks now, with dominant consumption being observed in the company of family and friends.

As a clear indication that consumers perceive fruit juices as a grocery purchase, 60 per cent of the respondents consume fruit juices at home. While 55 per cent of the respondents consumed 1-litre packs at home, 45 per cent consumed 200-ml packs.

What also made the market work is the fact that tetrapaks offered a solution to provide fruit juice practically fresh and preservative free.

The proliferation of supermarkets and malls in metros and mini-metros (key markets for this category), has also added to the growth story as well. And then there is the income factor.

Consumers perceive best thing is to having a fresh fruit. Convenience and the naturalness is the selling point.

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QUESTIONNAIRE

The questionnaire method has come to the more widely used and economical means of data collection. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to questions, written or oral. The researchers found it essential to make sure the questionnaire was easy to read and understand to all spectrum of people in the sample. It was also important that the researchers respect the respondents time and energy hence the questionnaire was designed in such a way, that its administration would not exceed 4-5 minutes. These questionnaires were personally administered. Questionnaire is an important step in formulating a research design. Once the researcher has specified the nature of research design, and determined the scaling procedures, he or she can develop a questionnaire. Objectives of a Questionnaire: The questionnaire had three specific objectives: 1. To be able to translate the information needed into a set of specific questions that the respondents can and will answer. 2. To be able to uplift, motivate and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. Incomplete interviews have limited usefulness at best. 3. To be able to minimize response errors.

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SPECIFIC RESEARCH INSTRUMENTS

The two main research instruments used in this study were exploratory research and questionnaire. Following are the manner in which these two methods were administered.

SCALING TECHNIQUES

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Characteristics of Scales:

Description Order Distance Origin

There are four types of scales:

Nominal Scale Ordinal Scale Interval Scale Ratio Scale

1) NOMINAL SCALE
Nominal scales are defined as those that use only label; that is, they possess only the characteristic of description. The response does not include any level of intensity. Examples: Designations as to race, religion Type of dwelling Gender Brand last purchased Answers that involve yes-no, agree-disagree Other instance in which descriptors can not be differentiated except qualitatively

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2) SEMANTIC DIFFERENTIAL SCALE:

It is a unique bipolar ordinal scale format that captures a persons attitudes or feelings about a given object. This type of scale is unique in its use of bipolar adjectives and adverbs (good/bad, like/dislike, competitive/noncompetitive, helpful/unhelpful, etc.) In semantic differential scale, the respondents are asked to express their feelings about whatever being evaluated by recording their responses on a scale of adjectives (such as strong -- mild), which are paired polar opposites. This is usually a seven-point scale. This scale type is best for identifying a perceptual image profile about the object or behavior of concern.

3) CONTINUOUS RATING SCALE:

It is a scale measure that uses a scale point format that presents the respondent with some type of graphic continuum as the set of possible responses to a given question. It is also referred to as graphic rating scale.

The respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. The respondents are not restricted to selecting from marks previously set by the researcher.

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______________________________________________________________________ 4) LIKERT SCALE:

It is an ordinal scale format that asks the respondents to indicate the extent to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object. In the likert scale, the matter of choosing opposite adjectives is avoided. Rather, it makes a statement or poses one description (or adjective) for whatever is being evaluated. They are also called summated scales because the scores on the individual items are summed to produce a total score for the respondent. A likert scale usually consists of two parts:

Item part Evaluative part

The item part is essentially a statement about certain product event or attitude.

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MEASUREMENT

Measurement can be defined as a standardized process of assigning numbers or other symbols to certain characteristics of the objects of interest. Researchers engage in using the measurement process by assigning either numbers or labels to:

Peoples thoughts, feelings, behaviors, and characteristics. The features or attributes of objects. The aspects of concepts / ideas. Any type of phenomenon or event using specific rules to represent quantities and qualities of the factors being investigated

Measurement process consists of:

Construct development Scale measurement

The goal of construct development is to precisely identify and what is to be measured, including any dimensionality traits. The goal of scale measurement is to determine how to precisely measure each construct.

Scaling may be considered as an extension of measurement. Scaling involves creating a continuum on which measured objects are located. Scale development is designing 75

______________________________________________________________________ questions to measure the subjective properties of an object. There are several types of scales, each of which possesses different characteristic. The characteristics of a scale determine the scales level of measurement.

We have used nominal scale in the following questions:

Q1. Do you prefer packaged fruit juices to other aerated drinks (soft drinks)? a. Yes b. No

Q2. Why do you prefer packaged fruit juices? a. Taste b. Nutritional Value c. Freshness d. Low fat / low sugar e. Convenience

Q3. How often do you buy packaged fruit juices? a. Everyday b. Once in a week c. Once a month d. Hardly

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Q4. Do you prefer the packaged fruit juices to fresh fruit juices? a. Yes b. No

Q5.What factors influence you to purchase packaged fruit juice? a. Round the year availability b. Convenience c. Different flavors d. Easy Storage

Q6. Why do you prefer fresh fruit juices?

a. Taste b. Customized flavors c. Price d. Freshness e. No artificial flavors

Q7. Name any 5 brands of packed juices that come to your mind.

(a)__________ (b) __________ (c) __________ (d) __________ (e) __________

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______________________________________________________________________ Q8. Which brands do you prefer the most among the following? a. Parle Frooti b. Daburs Real c. Tropicana d. Godrej Jumpin Masti e. Mother Dairy Safal f. Godrej XS Q9. Why do you prefer the above marked Brand (brand loyalty)?

a. Taste b. Price c. Flavors d. Availability

Q10. What influences you to buy fruit juice?

a. Advertisement b. Peer Group c. Medical recommendation d. Promotional campaigns (samples, free gifts, discounts on further purchase of the product)

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______________________________________________________________________ Q11. Do you recall any advertisement for packed fruit juices?

a. Which brand ____________ b. Where did you see it (a) TV (b) Newspaper c. You liked the above ad because it had (a) Energy (b) Freshening feeling (c) Color (d) Clear message (e) Good (c) Hoardings (d) Magazine

Models in the ad We have also used nominal scale for finding demographics of our respondents

Income /Annum:

Below 50,000

50,000-

1 lakh

1 lakh-3 lakh

3 lakh +

Age:

Below 20

20-35

35-50

50 Above

Occupation:

Student

Professional

Businessen

Housewife

We have used Likert Scale in the following questions:

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______________________________________________________________________ Q12. Please rate the following statements

(a)

(b)

(c) Indifferent

(d)

(e)

Strongly Disagree

Agree Strongly

Juices are healthy

-----

-----

-----

-----

-----

Juices are replacing other drinks (tea, coffee, soft drinks) Juices are value for money

-----

-----

-----

-----

-----

-----

-----

-----

-----

----- ---

Juices are tasty and refreshing

-----

-----

-----

-----

----

Fresh juices are better than tetra packed

-----

-----

-----

----- --

Once opened, packed juices do not last

-----

-----

-----

----------

Long Packed Juices are expensive

-----

-----

-----

-----

Packed juices contains artificial flavor

-----

-----

-----

-----

We have used FACTOR RATING MODEL in the following question:

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Q13. Rank the following brands based on the following factors (1-lowest and 5-highest)

Factors/brands

Real

Frooti

Tropicana

Safal

Jumpin

Price

Quality

Brand name

Availability

Variety

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BIBLIOGRAPHY
Kotler, Philip and Gary Armstrong (1999), Marketing Management (New Meerut: Prentice Hall of India) Kothari, C. R.(1999), Research Methodology (Meerut: Global Business Press) Magazines: Business World Business Today India Today Journals: Indian Journal of Marketing (May 2005) (15 April, 2004) (Collector Edition Vol.1) (16 April, 2005)

The Journal of India management &strategy (July-Sep 05) The Alternative Journal of Management Study & Research News Paper: Times of India Economic Times (Aug-Sep 05)

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Websites: dabur.com google.com business standard marketing management(philip kotler) research methodology (c.r.kothari)

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