A COMPARATIVE STUDY ON CONSUMPTION PATTERNS OF SOFT DRINKS AND FRUIT JUICES Submitted In partial fulfillment of the requirements For the Award of the Degree of Bachelors of Business Administration (2006-2009) Guided By: Submitted By: (Ms. Poonam Chawla) Sachin Singal (Lecturer) Roll No.: (0641471706) MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES (Affiliated from Guru Gobind Singh Indraprastha University) 1
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Comparative Study on Consumption Patterns of Soft Drinks and Fruit Juices
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A COMPARATIVE STUDY ON CONSUMPTION PATTERNS OF SOFT
DRINKS AND FRUIT JUICES
Submitted In partial fulfillment of the requirementsFor the Award of the Degree of
Bachelors of Business Administration(2006-2009)
Guided By: Submitted By:
(Ms. Poonam Chawla) Sachin Singal(Lecturer) Roll No.: (0641471706)
MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES(Affiliated from Guru Gobind Singh Indraprastha University)
1
Certificate
This is to certify that the project entitled “A Comparative study on consumption
patterns of Soft Drinks and Fruit Juices” done by Mr. Sachin Singal, Roll no.
0641471706 is an authentic work carried out by him at Maharaja Agrasen Institute of
Management Studies under my guidance. The matter embodied in this project work has
not been submitted earlier for the award of any degree or diploma to the best of my
knowledge and belief.
Date:
Signature of the guide
(Ms. Poonam Chawla)
(Lecturer)
2
Acknowledgement
I would like to thanks Dr. N.K Kakkar (Director) who has been a constant source of
inspiration and my special thanks to Ms. Poonam Chawla (project guide from the
institute) for her extensive guidance, cooperation and support.
Finally, I wish to express my gratitude to all those who have in one way or other helped
me in the successful completion of my project report.
SACHIN SINGAL
3
EXECUTIVE SUMMARY
Soft Drinks were common preference among all the individuals before juices were being
introduced,
With the changing lifestyle and income levels, people are shifting their consumption
patterns and have therefore become more health conscious thus leading to increase in
demand of juices.
Market Research is based on some underlying parameters like:
• Changing consumption pattern
• Health factor
• Status consciousness
• Varying lifestyle
The basic subject matter of the research, comparative analysis of Soft Drinks and Juices
is focused to study the mind/taste of different age group of people.
The study starts with determining the major players in the soft drinks and the juices
market, their overall consumption pattern among the people and ends up with the
conclusion as per the state of mind of the average rational human being.
4
TABLE OF CONTENTS
Certificate from the Institute
Acknowledgement
Executive Summary
Chapter-1 Introduction Page No
1.1 Beverage 8
1.2 Overview of the Industry 11
1.3 Recent issues 14
1.4 Study of growth of Soft Drink market 20
1.5 Major players in Soft Drinks segment:
Coca-cola 21
Fanta 22
Limca 23
Sprite 24
Thums up 25
Maaza 26
Pepsi 27
1.6 Study of growth of Fruit Drink market 28
1.7 Major players in Fruit Drink segment:
Dabur Real 29
Godrej 30
Pepsi Tropicana 31
Leh berry From Ladakh Foods 32
Parle’s Frooti &Appy 33
Chapter-2 Research Methodology
2.1 Methodology 35
5
2.2 Purpose of the study 35
2.3 Objectives of the study 36
2.4 Scope of the study 37
2.5 Research Design 37
2.6 Sampling Technique used 38
2.7 Selection of Sample Size 38
2.8 Sources of Data collection 38
2.9 Statistical Tools Used 39
Chapter-3 Data Analysis and Findings 40
Chapter-4 Conclusion and Suggestions 53
Annexure 57
Questionnaire
Bibliography 61
6
INTRODUCTION
7
BEVERAGE
What is beverage?
A drink, or beverage, is a liquid specifically prepared for human consumption. In
addition to basic needs, beverages form part of the culture of human society.
or
any liquid suitable for drinking; "may I take your beverage order?"
or
A liquid to consume, usually excluding water; a drink. This may include tea, coffee,
liquor, beer, milk, or soft drinks
Types of beverage
The various types of beverage are:
• Alcoholic beverages
• Non-Alcohol beverages
• Soft drinks
• Fruit juice
• Hot beverages
• Other
1. Alcoholic beveragesAn alcoholic beverage is a drink containing ethanol, commonly known as alcohol,
although in chemistry the definition of an alcohol includes many other compounds.
Alcoholic beverages, such as wine, beer, and liquor have been part of human culture and
From the survey it was found that amongst 57 respondents.
a) 49% of the respondents consume Soft Drinks daily.b) 43% of the respondents consume Soft Drinks 2-6 times.c) 11% of the respondents consume Soft Drinks more than 7 times.
From the survey it was found that amongst 43 respondents.
a) 23% of the respondents consume Fruit Juices daily.b) 70% of the respondents consume Fruit Juices 2-6 times.c) 07% of the respondents consume Fruit Juices more than 7 times.
Q3. On what occasions, do you often consume the Soft Drinks?
Particulars No. of Respondents Percentage
Feeling Thirsty 18 18%Parties / Celebrations 45 45%Without any reason (just like that)
25 25%
Others 12 12%Total 100 100%
18%
45%
25%
12%Feeling Thirsty
Parties /Celebrations
Without anyreason (just likethat)
Others
44
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 18% of the respondents consume Soft Drinks when they feel thirsty. b) 45% of the respondents consume Soft Drinks at the time of celebrations.c) 25% of the respondents consume Soft Drinks without any reason.d) 12% of the respondents consume Soft Drinks on other occasions.
Q4. On what occasions, do you often consume the Fruit Juices?
Particulars No. of Respondents Percentage
Feeling Thirsty 17 17%Parties / Celebrations 32 32%Without any reason (just like that)
24 24%
Others 27 27%Total 100 100%
17%
32%
24%
27%
Feeling Thirsty
Parties /Celebrations
Without anyreason (just likethat)
Others
45
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 17% of the respondents consume Fruit Juices when they feel thirsty. b) 32% of the respondents consume Fruit Juices at the time of celebrations.c) 24% of the respondents consume Fruit Juices without any reason.d) 27% of the respondents consume Fruit Juices on other occasions.
Q5. What induces you to buy Soft Drinks?
Particulars No. of Respondents Percentage
Price with quantity 30 30%Health Drink 4 4%Status symbol 8 8%Taste 32 32%Variety 26 26%Total 100 100%
30
4
8
32
26
0
5
10
15
20
25
30
35
Price withquantity
HealthDrink
Statussymbol
Taste Variety
Factors
No
. o
f re
sp
on
den
ts
Series1
46
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 30% of the respondents consume soft drinks because of its price. b) 04% of the respondents consume soft drinks because it is a health drink.c) 08% of the respondents consume soft drinks because it is a status symbol.d) 32% of the respondents consume soft drinks because of its taste.e) 26% of the respondents consume soft drinks because of its variety.
Q6. What induces you to buy Fruit Juices?
Particulars No. of Respondents Percentage
Price with quantity 13 13%Health Drink 40 40%Status symbol 15 15%Taste 22 22%Variety 10 10%Total 100 100%
13
40
15
22
10
0
5
10
15
20
25
30
35
40
45
Price withquantity
HealthDrink
Statussymbol
Taste Variety
Factors
No
. o
f re
sp
on
den
ts
Series1
47
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 13% of the respondents consume fruit juices because of its price. b) 40% of the respondents consume fruit juices because it is a health drink.c) 15% of the respondents consume fruit juices because it is a status symbol.d) 22% of the respondents consume fruit juices because of its taste.e) 10% 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
From the survey it was found that amongst 100 respondents.
a) 30% of the respondents prefer coffee.b) 25% of the respondents prefer tea.c) 08% of the respondents prefer Shakes.d) 12% of the respondents prefer Lassi.e) 25% of the respondents prefer Sharbat.
Q8. How do you rate canned juices as compared to fresh juices?
Particulars No. of Respondents Percentage
Equivalent to fresh juices 24 24%Have artificial added flavor
36 36%
Healthy with preservatives 40 40%Total 100 100%
24%
36%
40%
Equivalent to freshjuices
Have artificialadded flavor
Healthy withpreservatives
49
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 24% of the respondents think canned juices are Equivalent to fresh juices. b) 36% of the respondents think canned juices Have artificial added flavor.c) 40% of the respondents think canned juices are Healthy but have
preservatives.
Q9. How do you view Soft Drinks?
Particulars No. of Respondents Percentage
As a health drink 4 4%As a status symbol 8 8%As an aid to put off thirst 55 55%Any other 33 33%Total 100 100%
48
55
33
0
10
20
30
40
50
60
As ahealthdrink
As astatussymbol
As an aidto put off
thirst
Anyother
No
. o
f re
sp
on
den
ts
Series1
50
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 04% of the respondents view Soft Drinks as a health drink. b) 08% of the respondents view Soft Drinks as a status symbol.c) 55% of the respondents view Soft Drinks as an aid to put off thirst.
Q10. How do you view Fruit Juices?
Particulars No. of Respondents Percentage
As a health drink 40 40%As a status symbol 15 15%As an aid to put off thirst 32 32%Any other 13 13%Total 100 100%
40
15
32
13
0
5
10
15
20
25
30
35
40
45
As ahealthdrink
As astatussymbol
As an aidto put off
thirst
Anyother
No
. o
f resp
on
den
ts
Series1
51
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 40% of the respondents view Fruit Juices as a health drink. b) 15% of the respondents view Fruit Juices as a status symbol.c) 32% of the respondents view Fruit Juices as an aid to put off thirst.
Q11. Do advertisements affect your purchases?
Particulars No. of Respondents Percentage
Yes 77 77%No 23 23%Total 100 100%
77%
23%
Yes
No
52
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 77% of the respondents think that advertisements affect their purchases. b) 23% of the respondents think that advertisements do not affect their
purchases.
CONCLUSION, SUGGESTIONS AND LIMITATIONS
53
CONCLUSIONCONCLUSION
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 57%of people like to
have soft drinks while 43% go for juices.
• 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 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.
• 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 (77%) were of the strong view that advertisements affect
their purchases and the rest (23%) were not at all affected by the advertisements.
54
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.
• The survey shows that parties/celebrations are the places where these drinks are
consumed mostly. The company’s must try to increase the sales by creating and
focusing on more utilities so that their product is used more frequently.
• 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.
55
LIMITATIONS
• The study was confined to some areas of New Delhi 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.
• A Samples size of 100 has been use due to time limitations.
56
ANNEXURE
57
QUESTIONNAIRE
PERSONAL DETAILSName - _________________
Age - 15-25 25-35 35-50
Gender - Male Female
Occupation - Student Housewife Business Service
Hello! I am Sachin, a student of management school and am required to submit project on
a comparative study of consumption of Soft Drinks and Fruit Juices. For the purpose, I
am conducting the survey. Will you please take a few minutes to answer some questions?
I assure you that your answers will be kept completely confidential.
Q1. What do you prefer to drink? (Tick any 1)
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
58
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
59
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 ________
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