A STUDY ON PREFERENCE TOWARDS HEALTH DRINKS

Presented bySougata Mitra Mohammad Waseem Ratan Chettri Abhinav Kumar Sharma

OBJECTIVES
Primary Objective

To

find the preference of Individuals between the age of 22 to 26 yrs. towards health Drinks. Secondary Objective To find out the relationship of the individuals priority towards health to that of the Consumption of health drink.

Research Methodology
Sample Size

50 Respondents Method of Data Collection Questionnaire Form Type of Data Primary data

INTRODUCTION
History of Juice
Juice is the liquid that is naturally contained in fruit or

vegetable tissue. European were fermenting fruit juice into bjorr in 11th and 12th century in Scandinavia, Iceland, Greenland and England. The commercial modern juice industry dates from 1869, when the Welch company of Vineland, New Jersey commenced bottling of unfermented grape juice. It was said the Dr. Thomas B. Welch and his son Charles started fruit juice processing industry.

Fruit Juice Industry in India

Demand Of Fruit Juice in India

Year
1990-91 1991-92 1992-93 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2014-15

Rs(bn)
0.22 0.3 0.42 0.63 1.03 1.62 1.68 2.20 3.30 2.75 2.48 3.55 3.95 4.35 4.80 5.30 5.80 6.30 6.85 7.40 10.90

Market Growth Rates of Fruit Juice in India

Year 1990-91 - 1996-97 1996-97 - 2001-02 2001-02 - 2006-07 FJC(%) 40.3 16.1 10.3 SS(%) 22.2 12.5 9.4

2004-05 - 2009-10
2009-10 - 2014-15

9.0
8.0

7.7
5.0

Product Variation Share in India

Type
RTS beverages

Share(%)
47

Pulp/Concentrate
Fruit juices

40
6

Squashes

Market Segmentation
Segment
North

Share(%)
8

East
West

7
20

South

65

ANALYSIS OF DATA
Consciousness of the adults towards their health
Yes
40

No
10

45 40

35
30 25 20 15 10 5 0 Yes No Series1

Different activities done to keep oneself at the peak of fitness.

Exercise Regularly 10 Have health Have proper drink regularly diet 25 15

30 25 20 15

Series1
10 5 0 Exercise Regularly Have health drink regularly Have proper diet

Health drink as a resource to better health

Yes 35 No 15

40 35 30 25 20 15 10 5 0 Yes No Series1

The most preferred health drink

Tropicana 15 Real fruit Juices 25 Appy Freze Zinga 5 5

30 25

20
15 Series1 10

5
0

Tropicana

Real fruit Juices

Appy Freze

Zinga

Reasons behind preference towards such health drinks

Taste 5 Energy 20 Health Refreshme Stimulator nt 10 15

25 20 15 10 5 0 Series1

Taste

Energy

Health Stimulator

Refresment

Price sensitiveness towards the purchase of health drinks

Yes 40 No 10

Yes No

Availability of health Drink

Highly Available Moderate Less Not Availability Available

20

10

20

Preference of cold drink to that of health drink

Yes 10 No 40

45 40 35 30 25 20 15 10 5 0 Yes No Series1

Findings: 1. Through the research it has been found that among

the total respondents there is a high consciousness towards health drinks. 2. Individuals prefer more of health drink to keep them fit. 3. Most of the respondents believe that health drinks is useful for maintaining good health. 4. The most preferred health drink is Real fruit Juices and Tropicana. 5. The key reason behind the purchase of a health drink is it acts as an energiser. 6. The Consumers are highly price sensitive. 7. There is a lack of proper availability of such health drink.

SUGGESTIONS
First of all companies should provide all sort of promotion

equipment such as glow sign board, banner, rack, fridge etc. to retailers. Regular visit of technician is required to solve the problems of fridge in the market at the right time. There should be an improvement in supply during summer. There should be a display of products in the railway canteen, college canteen, airports, highway etc. There should be more focus on 100% availability. More cost effective schemes should be provided for youngsters.

Questions?