University of Kalyani

Department of Business Administration

PRESENTATION ON
THE INHOUSE PROJECT

Date: 27 MAY 2011

 UNIVERSITY OF KALYANI

“A Comparative Analysis on
Consumption patterns of Fruit Juices
and Soft Drinks in Kalyani’’

SONAM KAUSHIK
MBA 2nd YEAR,2ndSEMESTER
ROLL-99/MBA,NO-090127

UNIVERSITY OF KALYANI
 OVERVIEW
Study Objective
Overview of the soft drink and fruit drink
industry
The Companies
Comparative Study
Findings
Suggestions
 STUDY OBJECTIVE
 To study the preferences of people for soft
drinks and fruit juices.
 To find out the factors influencing the
consumption.
 To test the know how of consumers
regarding the various existing brands..
 To explore the next best beverage after soft
drinks and fruit juices.
 To find out how the beverage is positioned in
the mind of consumers.
 BEVERAGE

A beverage is a liquid specifically prepared for human

consumption.
Type of beverages
Alcoholic beverages
Non Alcohol beverages
Soft drinks
Fruit Juice
Hot beverages
Others
AREA OF CONCERN

BEVERAGES

SOFT DRINKS FRUIT JUICES

 OVERVIEW OF THE

SOFT DRINK INDUSTRY

 Cola Products account for nearly 61-62% of total
soft drink market.
 The market is worth of around Rs.5000 corers with
growth rate of around 10-15%.
 Flavors dominating are cola, orange and lime.
 MAJOR PLAYERS IN
SOFT DRINK MARKET

COCA COLA : THANDA matlab Coca – Cola !!

FANTA : Ghoont Bhar Shararat kar ley !!
LIMCA: Lime and Lemon!!
SPRITE: Sprite bujhay pyaas baki sab bakwaas !!
THUMPS UP: Taste the thunder !!
MAZZA :Yaari dosti taaza maaza !!
PEPSI: Yeh dil mange more
 OVERVIEW OF THE

FRUIT JUICE INDUSTRY

 The market is worth of around Rs.500 corers
(Nector,drinks and juices combined).
 Mango based drinks account for two third of
fruit drinks industry.
 MAJOR PLAYERS IN
FRUIT JUICE MARKET

 PEPSI’S TROPICANA
 PARLE’S FROOTI and APPY
 DABUR REAL
 GODREJ JUMPIN
 The Preferred Drink
PARTICULARS No. of respondent Percentage
Soft Drinks 57 57%
Fruit juices 43 43%
Total 100 100%
N o . o f R e s p o n d e n ts

60% 57%

50%
43%

40%

30% Series1

20%

10%

0%
Soft Drinks Fruit juices
 Frequency of consumption in a week
SOFT DRINKS
Particulars No. of respondent Percentage
Daily 28 49%
2-6 times 23 40%
Above 7 6 11%
Total 57 100%
N o . o f R e s p o n d e n ts

60%
49%
50%
40%
40%

30% Series1

20%
11.00%
10%

0%
Daily 2-6 times Above 7
Weekly Consumption
Frequency of consumption in a week
FRUIT JUICE

Particulars No. of respondent Percentage

Daily 30 23%
2-6 times 1 70%
Above 7 3 7%
Total 43 100%
N o . o f r e s p o n d e n ts

35
30
30

25

20
Series1
15
10
10

5 3

0
Daily 2-6 times Above 7
weekly consumption
Occasions to consume Soft Drink
Particulars Soft Drink Percentage
Feeling Thirsty 18 18%
Parties/Celebration 45 45%
Without any reason 25 25%
Others 12 12%
Total 100 100%

Feeling Thirsty
12% 18%

Parties /
Celebrations
25%
W ithout any
reason (just like
that)
Others
45%
Occasions to consume Fruit Juice
Particulars Fruit juice Percentage
Feeling Thirsty 17 17%
Parties/Celebration 32 32%
Without any reason 24 24%
Other 27 27%
Total 100 100%

Feeling Thirsty
17%
27%
Parties /
Celebrations

W ithout any
reason (just like
32% that)
24% Others
 Reason to buy Soft Drink
Particulars Respondent Percentage
Price with quality 30 30%
Health Drink 4 4%
Status symbol 8 8%
Taste 32 32%
Variety 26 26%
Total 100 100%
N o . o f r e s p o n d e n ts

35 32
30
30
26
25

20
Series1
15
10 8
4
5

0
Price with Health Status Taste Variety
quantity Drink symbol

Fa ctors
 Reason to buy Soft Drink
Particulars Respondent Percentage
Price with Quality 13 13%
Health Drink 40 40%
Status Symbol 15 15%
Taste 22 22%
Varity 10 10%
Total 100 100%
N o . o f r e s p o n d e n ts

45 40
40
35
30
25 22
Series1
20 15
15 13
10
10
5
0
Price with Health Status Taste Variety
quantity Drink symbol

Fa ctors
 CONCLUSION
 An important finding that emerged out of the survey was
that 57%of people like to have soft drinks while 43% go
for juice.
 A majority of the respondents consume soft drinks and
fruit juices at the time of parties & celebrations.
 Most of the respondents consume soft drinks because of
its taste and price.
 Most of the respondents consume fruit juices because it
is healthy.
 Most of the respondents view soft drinks as an aid to put
off thirst and fruit juice as a health drink.
 SUGGESTIONS

 People are becoming more health

concius,fruit juice companies can cash on it.
 Create more utility for cold drinks.
THANK YOU