Consumer buyer behavior

SUBMITTED BY…..
NAME ROLLNO
Khalid Khan 18
Farhan Roshan 39
 PROFE

INTRODUCTION
Health drinks are usually soft drinks specifically designed to provide energy,
nutrition and health to the human body. They include
a combination of methylxanthines, caffeine, vitamin B
complex, and herbal ingredients. Other ingredients
may include extracts from the guarana plant or
taurine, various forms of ginseng, maltodextrin,
inositol, carnitine, creatine, glucuronolactone, and
ginkgo biloba. Some of them contain sugar.

The central ingredient in most health drinks is coca, the same stimulant found in
chocolates, often in the form of guarana or yerba mate. These drinks are typically
marketed to young people and people ‘on the go.’(Office goers, college students,
etc)

The main consumers for the health drinks are from the different walk of life but
the majority of them come from the younger and older generations alike.

Health drinks provide the essential nutrients to the body for the speedy growth and
recovery in the case of any injury or ailment. It generally supplements the
deficiency in the intake of the essential nutrients for the body absent or present in
much lower quantities in our regular diet. The market of the health drinks is world
wide and covers every part of the world.

They are popular in same level whether it is a developed country or a

underdeveloped one. In the Asian countries health drinks are generally required by
the young and old alike. Most of the woman folks also consume them in large
quantity.
Coffee is not usually thought of as health food, but a number of recent studies
suggest that it can be a highly beneficial drink. Researchers have found strong
evidence that coffee reduces the risk of several serious ailments, including
diabetes, heart disease and cirrhosis of the liver.

Coffee contains antioxidants that help control the cell damage that can contribute
to the development of the disease. It is also a source of chlorogenic acid, which
has been shown in animal experiments to reduce any sort of or type of glucose
concentrations.

Caffeine, perhaps coffee’s most famous component, seems to have little to do with
it; studies that looked at decaffeinated coffee alone found the same degree of risk
reduction. Larger quantities of coffee seem to be especially helpful in diabetes
prevention. In a report that combined statistical data from many studies,
researchers found that people who drank four to six cups of coffee a day had a 28
percent reduced risk compared with people who drank two or fewer.
Those who drank more than six had a 35 percent risk reduction.

Many people drink vitamin water and believe they are consuming a health drink,
but cotton candy is good, fat free food. One nutrition fact to note on the label of
the vitamin water is that each bottle contains 2.5 servings. According to the label,
each serving contains 10% of your daily requirements for Vitamins A, B3, B6,
B12, and B5 and a hefty 40% of your daily allowance of Vitamin C.

There are some excellent all natural health drink formulas that contain live
enzymes, real whole food vitamins, and more nutrients than you could ever get
from a case of vitamin water, but you won’t find those superior health drink
products at the convenience store. You have to look past the sales gimmicks, read
labels carefully, learn about live enzymes, whole foods, and how the body absorbs
nutrients.

You can find all of this information on the net. If you are serious about your health
and fitness and want something more than a gimmick, search the web. Look for
nutrition facts about whole foods, all natural foods and health drink products to
truly enhance the benefits of drinking water, or anything else you are putting in
your body.
 Description of the Research
In this research we have studied the consumer priority to health drink and market
of the health drink; for this purpose we have collected information from the
common people in the form of questionnaire.

Product : Health Drinks

Location tested : Suburban and Central Mumbai.
Sampling size : Fifty
 METHODOLOGY
MODE OF DATA COLLECTION: the method for collecting the data used is
questionnaire method.in this method we have asked different consumers of health
drinks and soft drinks and their views and opinions about the product.
Sampling procedure: the sample size of this study was majorly from suburban and
central Mumbai. It pertains to random sampling in sampling procedure.
Information Gathered:
• Income
• Age
• Occupation
• Marital status
• Gender
• Number of children in family
• Habits
• Brand preference
• Preference of Health drinks over soft drinks
• Health drinks whether included in breakfast/snacks
• Most preferred/least preferred flavor
• Promotion method used
• Price effect
• Packaging effect
• Number of purchase within 2 weeks
• Location preferred buying
• Reaction of the respondent on launch/delaunch of a new product line
• Opinion of the respondent on the product
 DATA ANALYSIS
ANALYSIS USED IS BIVARIATE ANALYSIS FOR:
➢ INCOME V/S BRAND PREFERENCE
➢ CHILDREN V/S PACKAGING
➢ LOCATION V/S PRICE
➢ GENDER V/S MEDIA
➢ AGE V/S BRAND RECOGNITION
Income v/s brand preference:
The objective behind this was to analyze whether if income of the people increases
is there any change to buying a brand costing high price.-this being our hypothesis.
Income is divided into 4 categories i.e. less than 10000,10001-20000,20001-
30000,30000 and more with against brand preference like frooti, real juice, maaza,
Tropicana, jumpin .
Where we analyzed that income group with 10,000 consumes more of maaza least
being Tropicana.The income group with 10,000-20000 preferred real juice the
most and jumpin the least. The income group 20000-30000 group preferred
Tropicana the most and jumpin the least. Income group with 30000 and more
preferred real juice the most and jumpin the least. The hypothesis is correct.
Location v/s price:
The objective behind this was in which of the locations in Mumbai people give
more preference to price. Places with high income group give least concern to
price factor. - This being our hypothesis
Here we analysed that eastern strongly disagree with price affect of product
whereas suburban Mumbai strongly agree with the price the most. The hypothesis
was substantiated.
Gender v/s media:
We wanted to find out whether males or females are influenced with which type of
promotions. - This being our objective.
In this we found that maximumadvertisement preferred by males are TV ads
(80%), family or friends (10%), word of mouth (6%), newspaper (4%)
Whereas for females 95% by tv ads, 4.9% by word of mouth and 0.01% by
newspaper.
Age v/s brand recognition:
In this we wanted to find that which age groups are diverted to which product
category. - This being our objective.
Here we analysed that people of age group 25 and less than 25 preferred maaza the
most and real the least.people with 25-34 preferred frooti the most and jumpin the
least. 35-45 prefered real the most and jumpin the least. 46-60 preferred jumpin
the most and Tropicana the least.
Limitations of the study:
➢ Accuracy: This mode of questionnaire is limited to human inaccuracy for
providing accurate data also mentioning the missing data.
➢ Market unstability: Due to the change in the market demand and supply the
analysed data will keep on changing year after year or day by day which is
a limitation.
➢ Price sensitiveness: As the price of any brands product line increases the
consumer will shift to another brands product line which will affect our data
analysis.
➢ Human constraints: As the human behavior is succomed to change it will
directly or indirectly affect our analysis .
➢ Competition: Due to cut throat competition our data will also get affected.
Say a product in competition with maaza is launching in the market then
consumer will shift to newly launched product which will directly or
indirectly affect data.
Recommendation/ Conclusion:
In this study we conclude that the market for health or soft drinks is very
competitive and the brand owners has to give more importance to the 4 Ps i.e.
product, price , packaging and place .They should keep their customers as a king
of the market and not consider them as an ATM machine. They should keep a
track over the market in relation to consumer demand and supply, competitor’s
strategy, as all these factors lead to company’s individual growth and establish
their goodwill in the market.

The company should play fair games related to market which are also ethical
means to its prospective consumers and should not try to divert their customers
mind by way of unethical advertisement or providing wrong information related to
their or competitor`s product.
Appendixes:
 Questionnaire
 Coding of the instruction
 Variable relationship study

The above three factors is attached to the later section of the study
 QUESTIONNAIRE
(1) Do you have fruit juices?
a. Yes
b. No (If No
Terminate Questionnaire)
Objective: To know whether the respondent has a fruit drink or no.

(2) Do you prefer health drinks over soft drinks?

a. Yes
b. No
c. Don’t know/Can’t say
Objective: To know how many respondents prefer health juices.

(3) Which of the following fruit drinks brands do you recognize? (Rank)
a. Parle’s Frooti
b. Dabur’s Real Fruit Juice
c. Coca Cola’s Maaza
d. Pepsi’s Tropicana
e. Godrej’s X’s Fruit Juice & Jumpin

Objective: To know the mind share of the respondent.

(4) Does the health drink mentioned include your breakfast/snacks?

a. Yes
b. No
c. Don’t know/Can’t say

Objective: To know when the consumption of the juice is mostly done.

(1) Whether the brand of your choice best fits the taste of your drink?
a.Too fruity
b.Too sweet
c.Delicious
d.Too intensely flavored
e.Don’t know/Can’t say

Objective: While describing and giving all such choices the company can
have options to go for any of these and launch it according to most options
selected by respondents.
 (2) Rank these flavors in order of your preference from 1 (most preferred)
a.Mango
b.Orange
c.Pineapple
d.Mixed Fruit
e.Others

If others please specify _______________________

Objective: To check on the most preferred flavor.

(3) Which of the following media influences you to buy the drinks?
a.Advertising
I. TV
II. Radio
III. Print

a.Newspapers
b.Magazine Articles
c.Word of mouth
d.Family/Friends
e.Any others ___________________________________

Objective: To know how the respondents are mostly influenced to buy their
drinks so that they can use the most selected option.

Please answer by circling the number that best fits how much
you agree or disagree by the statements for questions 8 & 9
(2) Perceive price as an important factor in the

Strongly Agree 1 2 3
4 5 Strongly Disagree

Objective: To know that price is an important factor that a respondent looks

for before buying the fruit juice or not.

(3) Perceive packaging as an important factor in

Strongly Agree 1 2 3
4 5 Strongly Disagree
 Objective: To know that packaging is an important factor that a respondent
looks for before buying the fruit juice or not.

(4) In the past 2 weeks, how many times have you consumed the juices/fruit
drinks?
a.Once
b.Twice
c.Thrice
d.More than mentioned

Objective: To know the consumption of the juice.

(5) From where do you purchase the drink?

a.Local Market
b.Mall
c.Grocery Shop
d.Others __________________________

Objective: To know where the respondent is buying the drink from.

(6) If your mentioned company for fruit juice launches a new product category
which would you prefer?
a.New
b.Old
c.Don’t know/Can’t say

Objective: To forecast the response of a new product.

(7) Your opinion about your preferred drink.

Objective: To know the viewpoint of the respondent.

Classification Data
(1) Your Age
a. <25
b. 26-34
c. 35-44
d. 45-60

(2) Income Status (Per Month)

a. Less than 10,000
b. 10,000-20,000
c. 20,001-30,000
d. 30,001 or more
e. Missing data

(3) Your occupation?

a. Professional
b. Employee in private or public sector
c. Business
d. Student
e. Retired
f. Unemployed
g. Others _______________________

(4) Marital Status

a. Married
b. Unmarried
c. Divorced

(5) Gender
a. Male
b. Female

(6) No. of Children in your family?

a. none
b. 1-2
c. 3-4
d. 5-6
(7) Location
a. Central Mumbai
b. Western Mumbai
c. Eastern Mumbai
d. Suburban Mumbai

(8) What are the T.V programs that you normally watch at home?
a. General Entertainment Channels
b. Comedy
c. Cricket
d. News

(9) What are your reading habits?

a. Newspaper Articles
b. Magazine Articles
c. Internet Articles
d. Books
income brand pref total

frooti rea maaza tropicana jumpin

l

>10000 5 1 6 1 1 14

10001- 3 6 4 2 1 16
20000

20001- 5 1 1 5 0 11
30000

30001< 0 5 1 0 0 6

missing 0 0 0 0 3 3
data
childre
packaging total
n

strongly agre neutr disagr strongly

agree e al ee disagree

none 5 9 3 5 0 22

1 to 2 17 4 1 6 0 28

3 to 4 0 0 0 0 0 0

5 to 6 0 0 0 0 0 0
location price total

strongly agre neutr disagr strongly

agree e al ee disagree

central
1 1 8 3 0 13
mumbai

western
1 2 3 6 0 12
mumbai

eastern
0 1 2 0 0 3
mumbai

suburban
3 6 7 6 0 22
mumbai
gende
media total
r

tv newspap magazin word of family/friend missing

ad er es mouth s data

male 22 4 0 5 7 0 38

female 9 1 0 2 0 0 12
age brand pref total

re
frooti maaza tropicana jumpin
al

>25 4 1 8 2 2 17

26-34 6 4 1 3 0 14

35-45 2 6 2 4 0 14

46-60 1 1 0 0 3 5