Consumer Preference Study: Carbonated vs Milk based beverages Mehsana Milk Shed Area Submitted by: Himanshu Agarwal Subrata Bagchi
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Consumer Preference Study: Carbonated vs Milk based
beveragesMehsana Milk Shed Area
Submitted by:Himanshu Agarwal
Subrata Bagchi
Objectives of the study
• To find the underlying factors affecting the purchasing behavior of consumers.
• To identify the market gap between carbonated and milk based beverages.
• To identify the target segment for milk based beverages.
Scope of the study
• The scope of this study was restricted to the analysis of consumer preference, perception and consumption pattern towards carbonated and milk based beverages. It do not suggest any new product.
• It also identifies present market gap and target segment for milk based beverages.
• This study was restricted to Mahesana milk shed area which includes Mahesana, Kalol, Kadi, Mansa and Patan.
Research methodology• Total sample size is 300
• Sample size taken in Mahesana is 100
• Kadi, Kalol, Mansa and Patan each has a sample size of 50.
• Convenient sampling is used.
• Primary data with the help of Questionnaire based survey
Research methodology contd..• Descriptive statistics and frequency analysis are carried out to draw meaningful
interpretations.
• Cluster analysis to identify target segment for milk based beverages.
• Factor analysis to identify the factors depicting consumption pattern of beverages.
• Chi square test is applied to evaluate significant difference between different age groups, gender, education, native place and income level and consumer preference of beverages
Limitations of the study• Due to limited time frame, sample size is only 300 which may not
cover the whole population.
• The information collected pertains to July 2015, hence there is a possibility of biasness in consumer’s responses due to season fluctuations.
DEMOGRAPHIC ANALYSIS
Word Cloud
Demographic Variables • Age• Gender• Marital Status• Education• Native Place• Monthly Income• Occupation• Job Nature
Composition of respondents
Minor14%
Youngsters27%
Middle_Aged25%
Upper_Middle_Aged19%
Senior15%
Age Group Composition
Minor Youngsters Middle_AgedUpper_Middle_Aged Senior
Male63%
Female37%
Participant Frequency
Male Female
Education and Occupation Distribution
Primary8%
Secondary16%
Senior_Secondary29%
Graduate44%
Post_Graduate2%
Participant Frequency of education groups
Primary Secondary Senior_SecondaryGraduate Post_Graduate
Student33%
Self_Employed36%
Salaried15%
Housewife14%
None1%
Participants frequency in Occupation groups
Student Self_Employed SalariedHousewife None
<1500060%
15000-2500019%
25000-4000013%
40000-600005%
>600003%
Frequency Distribution of Income Groups
Metro1%
Tier 28%
Tier 327%Rural
64%
Frequency distribution on native place type
Metro Tier 2 Tier 3 Rural
Metro: AhmedabadTier 2: VadodaraTier 3: Mahesana, PatanTier 4: Kadi, Kalol, Mansa
DATA ANALYSIS
How we have started the questionnaire…..
Market gap of milk beverages against carbonated drinks
Carbonated; 47.3
Milk Based; 52.7
Overall preference of beverage
*Consumers are more biased towards butter milk and lassi rather than flavoured milk
Relationship between age and consumer preference of beverage
Null hypothesis: There is no significant relationship between age and consumer preference of beverages.Chi Square test result: Null hypothesis rejected
Education and beverage preferenceNull hypothesis: There is no significant relationship between education and consumer preference of beverages.Chi Square test result: Null hypothesis rejected
Occupation and beverage preferenceNull hypothesis: There is no significant relationship between occupation and consumer preference of beverages.Chi Square test result: Null hypothesis rejected
Income and beverage preferenceNull hypothesis: There is no significant relationship between income and consumer preference of beverages.Chi Square test result: Null hypothesis rejected
Mean plot of actual beverage preference and rating of beverages
Consumer choice of beverage and preferred time
Purchase frequency of beverages according to age group
Purchase frequency of beverages according to occupation
Purchase frequency of beverages according to income level
CLUSTER ANALYSIS
Cluster Characteristics• Cluster 1: Prefer carbonated beverages because of its easy Availability, Brand Value and
Advertisement in televisions and other forms. Prefer milk based beverages keeping in mind the taste factor and the health benefits that they would derive out of its consumption.
• Cluster 2: Prefer carbonated beverages are only preferred on the grounds of their thirst quenching reason and seasonal influence. Prefer to take milk based beverages keeping in mind the taste factor and the health benefits.
• Cluster 3: Prefer milk based beverages enjoys consumer preference only on the basis of the health benefit factor. Prefer carbonated beverages enjoy consumer preference due several other factor like the status symbol, Brand Reputation, Seasonal influence and Thirst Quenching Factor.
-1.000 -.800 -.600 -.400 -.200 .000 .200 .400 .600 .800 1.000
-.400
-.200
.000
.200
.400
.600
.800
Thirst Quenching
Parties&Celebrations
Health Taste
Brand Value
Availability
Advertisement
Carbonated
Milk Based
Perceptual Map_Cluster 1
Axis Title
Axis
Titl
e
- 1 . 0 0 0 - . 8 0 0 - . 6 0 0 - . 4 0 0 - . 2 0 0 . 0 0 0 . 2 0 0 . 4 0 0 . 6 0 0 . 8 0 0 1 . 0 0 0
-.800
-.600
-.400
-.200
.000
.200
.400
.600
.800
Thirst_Quenching
Taste
Availability
Season
Health
Carbonated
Milk Based
Perceptual Map_Cluster 2
Axis Title
Axis
Titl
e
- 1 . 0 0 0 - . 8 0 0 - . 6 0 0 - . 4 0 0 - . 2 0 0 . 0 0 0 . 2 0 0 . 4 0 0 . 6 0 0 . 8 0 0 1 . 0 0 0
-.400
-.200
.000
.200
.400
.600
.800
1.000
1.200
Thirst_Quenching
Health
Advertisement
Season
Parties
Status
Brand
Carbonated
Milk Based
Perceptual Map_Cluster 3
Axis Title
Axis
Titl
e
Recommendations• 24.3% consumers prefer the milk based beverage on a daily basis: Their needs should be satisfied by
providing enough outlets in their proximity.
• As thirst and refreshment are key triggers of the purchase, the final objective of the communication plan will be to provide this reassurance that the product does indeed quench the thirst, this can be achieved through proper advertisement strategies.
• From the purchase frequency and occupation relation data it is evident that 53.5 % females prefer to take milk beverages once in a week, precisely when they go to shopping: Hence by increasing retail presence of the products, this market can be catered.
• It has also been revealed that milk based beverages are impulse products: Increasing visibility of the product line through advertisements and shelf space would help in increasing the product awareness and sales volume.
Recommendations…• 55.8% of the minors who are mostly school going children and 21% of youngsters prefer to take
milk based beverages on a daily basis: It is suggested that presence of milk beverages in school and college canteen should be ensured. Portable outlets outside the campus would help to generate sales.
• Improved distribution channel would help to increase the availability of the products. Increasing the number of outlets, preferably at strategic locations would help in increasing the sales.
• Since our target segment is aged between 15-25 years, therefore, an effective strategy to build branding is to communicate at this target group in ways that present a fun and social image. This could be achieved through viral marketing over the internet, having special clubs on Facebook and other social media channels.
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