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SUMMER TRAINING PROJECT

REPORT ON

Comparative study between fruit juice

brands in Dehradun city with special context

of Tropicana and real fruit juice brand

AT

VARUN BEVERAGE LTD PEPSICO

DEHRADUN

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS

FOR THE AWARD OF DEGREE OF MASTER OF

BUSINESS ADMINISTRATION

M.B.A (2009-2011)

UNDER THE GUIDANCE OF

Internal guide Mr. Krishna gopal

External guide Mr. Pavan gaur

SUBMITTED BY

MOHD ASHAD

REG N. 10901750

SUBMITTED TO

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COMPANY GUIDE CERTIFICATE

This is to certify that the summer project titled Comparative study between fruit

juice brand in dehradun city with special context of Tropicana and Real fruit juice

brand at Varun beverage Ltd.. PepsiCo is an original work of Mr. Mohd Ashad,

student of Lovely Institute of management, Phagwara and is being submitted for partial

fulfillment of the award of the Master of Business Administration (MBA) degree of

Lovely Professional University, Phagwara. The final compilation of the report was also

done under my guidance and it has not been submitted earlier to anywhere else.

Place: Dehradun Mohd Ashad

Date: Regd. No. 10901750

MBA

Pavan Gaur (ME), PepsiCo

Name & Signature of the guide

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CERTIFICATE OF THE INSTITUTE GUIDE

This is to certify that the project titledComparative study between fruit juice brand

in dehradun city with special context of Tropicana and Real fruit juice brand is

an original work of Mr. Mohd Ashad bearing University Registration Number 10901750

a student of Lovely Institute of management, Phagwara and is being submitted in partial

fulfillment of the requirements for the award of the degree of Master of Business

Administration of Lovely Professional University, Phagwara. The summer project report

has not been submitted earlier to this University or to any other University / Institution

for the fulfillment of the requirement of a course of study.

.

Date: Mr. Krishna Gopal

Name and signature of the guide

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ACKNOWLEDGEMENT

It is great pleasure for me to express my hearty and sincere gratitude to my faculty

guide, Mr. Krishna go pal (faculty of lovely professional university Punjab) under whose

genuine and inspiring guidance the present piece of investigation could get its present

shape within such a limited range of time.

I am highly thankful to Mr. BP Chauhan (territory development manager), Mr. Pavan

gaur (marketing executive), Mr. Vishal khosla (customer executive) who guide me in the

survey the area and to management of PepsiCo for permitting me to carry out the

present research work.

Special thanks are also due to all the employees, customers, retailers and distributors

related to PepsiCo company for their precious co-operation provided to the investigator

during the period of data collection.

Place: Dehradun Mohd Ashad

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EXECUTIVE SUMMARY

Comparative study between fruit juice brand in Dehradun city with special

context of Tropicana and Real fruit juice brand. At Varun beverage limited,

PEPSICO in Dehradun city

(1) To study the brand awareness toward the Tropicana and Real fruit juice brand.

(2) To study the parameters which mostly affect while purchasing the Tropicana and Real Fruit

juice brand.

(3) To study the satisfaction level toward the Real and Tropicana fruit juice brand.

(4) To compare the Tropicana and Real fruit juice brand.

This study help to find out the strength, weakness ,opportunity, and threats of real and Tropicana

with the help of retailer and consumer . We find out the weakness of Tropicana fruit juice brand

and the opportunity to increase the sale of Tropicana in dehradun city. This study is very

important for PepsiCo in Dehradun city to increase the Tropicana sale by overcoming from the

threats of PepsiCo.

This study is completed in Dehradun city and I contacted the retailer and consumer, and found

out the problem in Tropicana sale. I have selected 100 respondents from consumer group and

100 respondents from retailer group of different area of Dehradun city.I have used SPSS fordata analysis and interpretation and find many strength, weakness, opportunity and threats of

Tropicana and I gave many suggestion to increase Tropicana sale.

On 14th of June I started my project under the guidance of Mr. BP Chauhan(TDM) /Mr.PavanGaur (M.E.) Dehradun. I have been allocated the area for survey in Dehradun and collect thedata.

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CONTENT

Chapter 1

Introduction

Chapter 2

Objective of the study

Chapter 3

Review of literature

Chapter 4

Research methodology

Chapter 5

Data analysis and interpretation

Chapter 6

Findings

Suggestion

Chapter 7

Reference

Annexure

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INTRODUCTION

Fruit juice

Juice is the liquid that is naturally contained infruit orvegetable tissue. Juice is prepared bymechanically squeezing ormacerating fresh fruits or vegetables flesh without the application ofheat or solvents. For example, orange juice is the liquid extract of the fruit of the orange tree.Juice may be prepared in the home from fresh fruits and vegetables using a variety of hand orelectricjuicers. Many commercial juices are filtered to remove fiber orpulp, but high-pulp freshorange juice is a popular beverage. Juice may be marketed inconcentrate form, sometimesfrozen, requiring the user to addwaterto reconstitute the liquid back to its "original state".However, concentrates generally have a noticeably different taste from that of their "fresh-squeezed" counterparts. Other juices are reconstituted before packaging for retail sale. Commonmethods for preservation and processing of fruit juices include canning,pasteurization,freezing,evaporationandspray drying .

Labeling

Most nations define a standard purity for a beverage to be considered a "fruit juice." This nameis commonly reserved for beverages that are 100% pure fruit juice. In the United Kingdom thename of a fruit or fruits followed byjuice can only legally be used to describe a product which is100% fruit juice, as required by the Fruit Juices and Fruit Nectars (England) Regulations and theFruit Juices & Fruit Nectars (Scotland) Regulations 2003. However a juice made byreconstituting concentrate can be called juice. A product described as the "nectar" of a fruit mustcontain a minimum of juice between 25% and 50% for different fruits. A juice or nectar

including concentrate must state that it does. The term "juice drink" is not defined in theRegulations and can be used to describe any drink which includes juice, however little.Comparable rules apply in all EU member states in their respective languages. In the USAfruitjuice can only legally be used to describe a product which is 100% fruit juice. A blend of fruitjuice(s) with other ingredients, such as high-fructose corn syrup, is called ajuice cocktailorjuice drink. According to the Food and Drug Administration (FDA), the term "nectar" isgenerally accepted in the U.S. and in international trade for a diluted juice to denote a beveragethat contains fruit juice or puree, water, and which may contain artificial sweeteners. In New

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Zealand and Australia particularly (and others) juice denotes a sweetened fruit extract, whereasnectar denotes a pure fruit or vegetable extract. Fruit juice labels may be misleading, with juicecompanies actively hiding the actual content. "No added sugar" is commonly printed on labels,but the products may contain large amounts of naturally occurring sugars; however, sugarcontent is listed with other carbohydrates on labels in many countries. Some carbonated

beverages, not described as fruit juice, contain fruit juice (such as Mountain Dew, whichcontains orange juice.

Health effects

Juices are often consumed for their perceived health benefits. For example, orange juice is richin vitamin C, folic acid, potassium, is an excellent source of bio available antioxidantphytochemicals and significantly improves blood lipid profiles in people affected withhypercholesterolemia .Prune juice is associated with a digestive health benefit. Cranberry juicehas long been known to help prevent or even treat bladder infections, and it is now known that asubstance in cranberries prevents bacteria from binding to the bladder. The high sugar content of

fruit juices is often not realizedmany fruit juices have a higher sugar (fructose) content thansweetened soft drinks; e.g., typical grape juice has 50% more sugar than Coca Cola.Fruit juice consumption overall in Europe, Australia, New Zealand and the USA has increased inrecent years, probably due to public perception of juices as a healthy natural source of nutrientsand increased public interest in health issues. Indeed, fruit juice intake has been consistentlyassociated with reduced risk of many cancer types, might be protective against stroke and delaythe onset of Alzheimer's disease. The perception of fruit juice as equal in health benefit to freshfruit has been questioned, mainly because it lacks fiber and has often been highly processed.High-fructose corn syrup, an ingredient of many juice cocktails, has been linked to the increasedincidence of type II diabetes. High consumption of juice is also linked to weight gain, but fruitjuice consumption in moderate amounts can help children and adults meet daily

recommendations for fruit consumption, nutrient intake and calories.

Introduction of fruit Juice Company in India

India is a market of diversity diverse with regards to incomes, price points of products, cultureand preferences and a marketer has to get use to these diverse characteristics of the market.Drinking juice is not a part of our culture. We drink water with our meals but in the West onestarts the day with breakfast and a glass of juice. Juice is to a great extent considered as a luxurynot a necessity in our society, surely but slowly things are changing mainly in the urban andsemi urban areas, where the population is getting more and more health conscious and are

realizing the important nutrient values of fruit and are making them a part of their daily diet. Thecompanies in this Rs. 100 crore industry will have to organize various promotional activitiesfrom time to time mainly to increase sampling and to educate the consumers about packagedfruit juice that it is as pure and nutritious as fresh juice which is perceived as fresh as it isextracted in their presence i.e. actual or assumed .There are two main brands in this segment ofnon- carbonated drink markets; they areReal from Dabur and Tropicana from PepsiCo.These two players command around 80% market share in the organized sector. We can observethis industry growing and new players entering the market. In recent times we have seen the

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entries of some international brands, like Berri [Australia], Ballantyne [Australia], and Tipco[Thailand], with the intention to strengthen their hold in India and to grow with the marketIndia is the second largest for foods and vegetables in the world. The total production of foodand vegetables is estimated to be around 148.5 million tones, out of which fruit account for only48.5 million tones and the rest 100 million tones is accounted for by vegetables. However, the

fruit juice market has not been fully tapped because of poor infrastructure, poor storage facility,and highly unorganized market, chiefly constituted by road side vendors. Consumer still prefersto buy juice from road side vendors even if juices are unhygienic. The major growth drivers infruit juice market are, increase in health consciousness among consumers, increase in disposable

incomes, and more sophisticated cocktail culture.

Major Player and their brands:

Pepsi with its brand Tropicana. Dabur foods with its brand Real. Coca Cola India with its brand Maaza.

Leading Manufacturers of Fruit Beverages in India:

Company Brand Flavours

1. Parle Agro Frooti Mango, Guava, Pineapple,Strawberry & Orange

Appy Apple

2. PepsiCo Ltd. Tropicana Orange, Nature Sweet, Apple,Grape Pineapple, Tomato Mixed fruit

Slice Mango, Litchi, Orange & Guava.

3. Dabur Real Grape, Guava, Orange, PineappleTomato Mixed Fruit, Litchi, Mango.

Real Active Orange, Apple

4, Godrej Foods Jumpin Orange, AppleRe Orange, AppleXs Orange, Apple

5. Coca Cola Maaza Mango

6. BBI. II Tree Top Mango

7. Voltas Volfruit Mango

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8. Hindustan Grapy Red Grapes, Litchi, etc.

9. HP Agri HPMC Apple Marketing

10. North East AgroMkt. Ltd. NERAMAC Pineapple

11. Kerala Milk Mkt. Milma Mango, Pineapple

12. Salstar Foods Regold Mango, Apple Mixed

13. Mohan Meakins Gold Coin Apple Juice

14. Modern Foods Rasika Mango, Guava

15. Eastern Fruit Efil Mango, Litchi

16. NAFEED Nafed Apple, Mango, Processed Guava,Pineapple, orange

17. Vadilal IndustriesLtd. Vadilal Mango, Pineapple, Orange

18. Himgiri Foods Himgiri Mango, Pineapple, Orange

19. Lakhanpal Foods VAFA Mango, Pineapple, Orange

20. WIMCO Ltd. Sunsip Tropical Fruits Kioces

21. Tims Products TIMS Mango, Pineapple, Orange, Guava

22. BEC foods ROLZ Mango, Mixed Fruit Juices

23. The MaharashtraInds. NOGA Pineapple AgroDevelopmentCorp. Ltd..

The above mentioned list consists of the brands noticeable in metros and as such there are a largenumber of small canning units scattered all over the country catering to niche markets.

Industry analysis:

The Rs 100 crore packaged fruit juice market is estimated to be growing at 20% to 25%annually, with Tropicana and Real holding 40% market share each. The market can becategorized in terms of product content and there are three major product contents available.

Drinks: Juice with pulp content less than 40%,

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Nectars: Juice with pulp content between 40 - 80%, Juices: Juice with pulp content more than 80%,

The canned juice market initially covered brands like NAFED, Noga, Midland, Gold Coin andDruk. These were fruit juices and nectars and not drinks. But they did not make a mark in the

market due to reasons such as high price, unattractive packaging and lack of right promotionprogramme. Parle Agros Frooti, a mango drink, was introduced in the tetra pack in 1985 andsince then has been a leader in its segment. The market has suddenly picked up since 1994-95and a few players have emerged as market leaders

Market segmentation

There has been no general acceptance of the product forms in the fruit beverage market. Theconsumer is basically concerned if it is a fruit juice or synthetically constituted product. Productsegmentation, therefore, should be clearly delimited. Under the fruit drinks the first segmentationis between real fruit drinksand synthetic drinks.The real fruit drinks are based on natural fruit pulp or juice. The synthetic drinks are synthetic products with fruit or other flavors. Broad tastepreferences could be another way to define the market. The market is at present also segmentedon the basis of fruit pulp content. For the purpose of segmentation, on the basis of fruit pulpcontent. For the purpose of segmentation, on the basis of fruit pulp content, market can besegmented as:Fruit juice with pulp content more than 80%. Brands falling in this category are Onjus, Real,Tropicana, etc.

Fruit Nectarwith pulp content between 40% to *0%. Life and Xs come in this category.Fruit Drinks with pulp content less than 40%. Frooti and Jumpin are the popular brands inthis category. Segmentation could also be on the basis of the benefits provided to the consumer:One benefit could be the nutrition content it gives to the consumer so one market could bethe health-conscious segment. Second benefit is thirst quenching, so the other segment could be those buying the drink ornectar for satisfying the thirst. Another very broad segmentation can be on the type of situationin which the drink or nectaris used: People who are on the move i.e. Outdoor use e.g. those traveling. People who are using it on the breakfast table as a part of their menu i.e. in-house use.Players very often choose one or more of such segmentations to differentiate their product andtarget market and accordingly plan their distribution and promotion patterns.Target Markets: The women of the house

Children The teenagers In-home consumption Out of home consumptionThe women of the house and children are an important influencing factor in todays scenario.As the KiwiJoos contains lots of health benefits, the women who care for her family wants herfamily to be healthy and so are they are targeted.

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The children are attracted to the beautiful ads and demand for the products as they want toexperiment things just for the sake of it or for their self satisfaction.The teens are the most who like to try out new and different products. Todays teens are themost health conscious and put in lots of efforts to be healthy. So even they are an importanttarget audience.

In- home consumption:This group of people buys fruit juices for home consumption and in many case treated as groceryitem and is on the shopping list and forms an important part of their diet. For an average Indianpopulation juice consumption is seen as a luxury and is a very urban phenomena as people in theurban are getting more and more health conscious and relating and accepting juices as a healthysocial drink. These people are typically sophisticated and are exposed to the idea of healthyliving and are concerned of the well being of their families. Usually the lady of the house takesthe buying decision but she is influenced by her offsprings many times to the extent of brandsand flavours. One of the strong characteristics features which is common throughout our targetaudience is that it is considered that juice is fresh only when it is extracted on the spot forconsumption purpose and it is considered to be better than the packaged ones available in the

market. This mind set will have to be changed and the customers will have to be convinced thatKiwiJoos is fresh, has all the nourishments intact and is available without the hassle of extractionfor consumption.Out of home consumption:

This consumption pattern is usually observed in people who feel the need to quench their thirst,get refreshed or both. These types of people are important of Kiwi Joos as they are the peoplewho will try the product in small quantity and give us an in road in the home for in homeconsumption, which is our focus area. If this segment is satisfied then they will start personal useof KiwiJoos and they will also act as a source of mouth - to - mouth publicity, which isconsidered to be one of the best in its kind. This segment is challenging one as there is a dualpattern of consumption which mainly exists here i.e. firstly an individual decides if he/she would

like to have a fruit juice or a substitute like carbonated soft drinks, water, flavoured milk, etc.then if he/she chooses fruit juice, they have to chose from the available alternatives then hemakes a choice among the available brands with respect to the perceived value and its cost.Such type of consumption is usually seen; On roads i.e. in front of the general stores, railway stations, bus stands, airports etc. Entertainment zones like amusement parks, cinemas, parks, theaters, etc. Eating-places like restaurants, college canteens, hotels, etc. Working places like offices, aerobics classes, gymnasiums, places of worship etc.The key to serving this segment would be to be available and visible at points of purchase andincluding the person to buy, with effectively communicating to them that KiwiJoos is a healthyalternative to satisfy the thirst ensuring taste, fun and good health. It is positive that fruit juices

are being perceived as anytime beverage. Generation now is as much inclined to sipping fruitjuices as colas, with teenagers driving the maximum trials.

Substitute

Fruit juice companies have to face a two level competition i.e. on the first level with thesubstitutes and the then the players within the industry. The sip war is comprised of thefollowing players with respect to India.

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Soft Drinks (both carbonated and Non- carbonated soft drinks) Soft Drinks are divided intocarbonated and Non- carbonated drinks. While Cola, lemon and oranges are carbonated drinksmango drinks come Noncarbonated category. Flavoured Milk(energy, N-Joy etc.) Just like fruit drinks Flavoured milk is also positioned onthe health platform. Companies are trying to project it as a fun drink with added

flavours and innovative packaging. Mineral WaterFruit drink sellers consider even mineral water as substitute to their offerings. The mainassumption is that packs ensure quality delivery. Other productsMilk by- products like buttermilk and lassi also serve as major substitutes. They compete interms of low price as well as easy availability. These drinks are also considered important fromthe health perspective. Main Competitors :A host of brands are jostling for thirst space. Not justcolas but beverage sand fruit juices of all hues are adorning shop shelves. From bottled iced-teato branded chhaas, fruit-based drinks and flavoured milk, beverage makers have gone berserkwith product innovation as new variants continue to flood the market. Fruit drinks are high on

the swig list in summers as it is part of the health fad sweeping the nation. Health consciousconsumers are increasingly giving aerated drinks the go by and making a beeline for fruit-basedconcoctions. Moreover, sporadic controversies about pesticide-infested cola drinks are said to bedriving consumers towards fruit-based drinks as a safer alternative. That is why even existingplayers are going all out to pour out new flavours.

DABUR

Dabur derived from Daktar Burman is India's largest Ayurvedic medicine manufacturer. Dabur'sAyurvedic Specialities Division has over 260 medicines for treating a range of ailments andbody conditions-from common cold to chronic paralysis.

History

The story of Dabur goes back to 1884, to a young doctorarmed with a degree in medicine and aburning desire to serve mankind. This young man, Dr. S.K. Burman, laid the foundations of

what is today known asDabur India Limited. The brand name Dabur is derived from the words'Da' for Daktar or Doctor and 'bur' from Burman. From those humble beginnings, thecompany has grown into India's leading manufacturer of consumer healthcare, personal care andfood products. Over its 125 years of existence, the Dabur brand has stood for goodness through anatural lifestyle. An umbrella name for a variety of products, ranging from hair care to honey,Dabur has consistently ranked among Indias top brands. Its brands are built on the foundation oftrust that a Dabur offering will never cause anyone slightest of harm. The trust levels that thisbrand enjoys are phenomenally high.

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Pharmacy Company

Dabur India Limited is the fourth largest FMCG Company in India and Dabur had a turnover ofapproximately US$ 750 Million (Rs. 3390.9 Crore FY 09-10) & Market Capitalisation of overUS$ 3.5 Billion (Rs 15500 Crore), with brands like Dabur Amla, Dabur Chyawanprash, Vatika,

Hajmola and Real. The company has kept an eye on new generations of customers with a rangeof products that cater to a modern lifestyle, while managing not to alienate earlier generations ofloyal customers.Dabur is an investor friendly brand as its financial performance shows. Thecompany's growth rate rose from 10% to 40%. The expected growth rate for two years was two-fold. There is an abundance of information for its investors and prospective informationincluding a daily update on the share price (something that very few Indian brands do). Theres agreat sense of responsibility for investors funds on view. This is a direct extension of Dabursphilosophy of taking care of its constituents and it adds to the sense of trust for the brandoverall.The company, through Dabur Pharma Ltd. does toxicology tests and markets ayurvedicmedicines in a scientific manner. They have researched new medicines which will find use inO.T. all over the country therein opening a new market.Dabur Foods, a subsidiary of Dabur India

is expecting to grow at 25%. Its brands of juices, namely, Real and Active, together make it themarket leader in the Fruit Juice Category

Dabur Foods that was set up in 1997 has brands like Hommade, Lemoneez and Capsico in itsbasket. The Rs. 37 crore Dabur Foods ltd, a wholly owned subsidiary of Dabur India ltd ahs twobrands of juice in the market, they are; Real Real ActiveFor its Realbrand, Dabur is focusing on increasing in home consumption by targeting mothersand children. It is priced in the range of Rs. 60 to 65 [1 liter] and Rs 15 [200ml] except forGuava that is sold in the range to Rs 65 to 70 and Grape that is sold for Rs. 70 to 75. Its

ingredients are water, fruit concentrate, sugar, citric acid and flavours of; Grape, Guava,Orange, Pineapple, tomato, Mixed Fruit, Litchi and Mango. The Real Activebrand is targetedtowards fitness- crazy young consumers. The drink is positioned on the health plank. It waslaunched towards the end of 2002. At the same time, the company plans to position Real Activeas its premium juice brand, while Real would be targeted at consumers belonging to socioeconomic categories B and C also. It contains only fruit concentrate and water. It is priced at Rs.68 and 70. It is available in the Flavours of; Apple and orange. The company was eyeing aturnover of Rs. 60 crore in the year 2001 -02, which is an increase of nearly 50%. According tothe company it ahs seen a growth of 44% in the financial year 2001-02 as compared to 34% in2000- 01. The company plans to increase the advertising spends for the brand by nearly 40%.Today the advertising and marketing budget for the brand by nearly Rs 8 Crore. The companys

thrust is on increasing in-home consumption therefore they are mainly targeting the mothers andchildren. However, the company has restricted its activities in the urban areas only and wishes tofully consolidate markets in the cities before looking at the small towns and rural areas DaburFoods claims to be the market leader in the pure juice category such as Punjab, Delhi, Haryana,etc.

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PEPSICO

PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, American multinational corporationheadquartered in Purchase,New York, with interests in manufacturing and marketing a widevariety ofcarbonated and non-carbonated beverages, as well as salty, sweet and cereal-basedsnacks, and other foods. Besides the Pepsibrands, the company owns the brands Quaker Oats,Gatorade, Frito-Lay, SoBe, Naked, Tropicana, Copella, Mountain Dew, Mirinda and 7 Up(outside the USA).Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since2006. During her time, healthier snacks have been marketed and the company is striving for anet-zero impact on the environment.[3] This focus on healthier foods and lifestyles is part ofNooyi's "Performance With Purpose" philosophy.Today, beverage distribution and bottling isundertaken primarily by associated companies such as The Pepsi Bottling Group (NYSE: PBG)and Pepsi Americas (NYSE: PAS). PepsiCo is a SIC 2080 (beverage) company.

History

Headquartered in Purchase, New York, with Research and Development Headquarters inValhalla, The Pepsi Cola Company began in 1898 by a NC Pharmacist and Industrialist Caleb

Bradham, but it only became known as PepsiCo when it merged with Frito Lay in 1965. Until1997, it also owned KFC, Pizza Hut, and Taco Bell, but these fast-food restaurants were spun offinto Tricon Global Restaurants, now Yum! Brands, Inc. PepsiCo purchased Tropicana in 1998,and Quaker Oats in 2001. In December 2005, PepsiCo surpassed Coca-Cola Company in marketvalue for the first time in 112 years since both companies began to compete.

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PepsiCo in India

PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venturemarketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCobought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi wasbanned from import in India, in 1970, for having refused to release the list of its ingredients andin 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. Thesecontroversies are a reminder of "India's sometimes acrimonious relationship with hugemultinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have"been major targets in part because they are well-known foreign companies that draw plenty ofattention." In 2003, the Centre for Science and Environment (CSE), a non-governmentalorganization in New Delhi, said aerated waters produced by soft drinks manufacturers in India,including multinational giants PepsiCo and The Coca-Cola Company, contained toxins,including lindane,DDT, malathion and chlorpyrifos pesticides that can contribute to cancer, abreakdown of the immune system and causebirth defects. Tested products included Coke, Pepsi,

7 Up,Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsi'ssoft drink products had 36 times the level of pesticide residues permitted underEuropean Unionregulations; Coca Cola's 30 times. CSE said it had tested the same products in the US and foundno such residues. However, this was the European standard for water, not for other drinks. Nolaw bans the presence ofpesticides in drinks in India.The Coca-Cola Company and PepsiCoangrily denied allegations that their products manufactured in India contained toxin levels farabove the norms permitted in the developed world. But an Indian parliamentary committee, in2004, backed up CSE's findings and a government-appointed committee, is now trying todevelop the world's first pesticides standards for soft drinks. Coke and PepsiCo opposed themove, arguing that lab tests aren't reliable enough to detect minute traces of pesticides incomplex drinks.As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market

share ofsoft-drinksales in India. PepsiCo has also been accused by the Puthusserypanchayat inthe Palakkad district in Kerala, India, of practicing "water piracy" due to its role in exploitationofground waterresources resulting in scarcity of drinking water for the panchayat's residents,who have been pressuring the government to close down the PepsiCo unit in the village. In 2006,the CSE again found that soda drinks, including both Pepsi and Coca-Cola, had high levels ofpesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinksare safe for consumption and have published newspaper advertisements that say pesticide levelsin their products are less than those in other foods such as tea, fruit and dairy products. In theIndian state ofKerala, sale and production of Pepsi-Cola, along with other soft drinks, wasbanned by the state government in 2006, but this was reversed by the Kerala High Court merelya month later. Five other Indian states have announced partial bans on the drinks in schools,

colleges and hospitals.

The Pepsi operations in India are now the part of the new Asian division of PepsiCo BeveragesInternational formed by the merger of Pepsi Cola International, Tropicana and Gatorade, thesports beverage company acquired from Quaker Oates. Earlier, India was one of the eightbusiness division of the beverage company that used to report to PepsiCo International in NewYork directly. Now it reports to PepsiCo Beverage International Asia in Hong Kong. PepsiCoBeverage International is a division of PepsiCo Inc. This move has been prompted by the need to

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give greater regional focus to new products like Tropicana and Gatorade so that they become akey element of the overall portfolio of the US beverage major. PepsiCo Inc. is one of the worldslargest food and beverage companies. The companys principle businesses include:

Frito Lay snacks

Pepsi-Cola beverages Gatorade sports drinks Tropicana juices Quaker FoodsPepsi India is already working on a strategy to launch a bevy of Gatorade products in the countryby the end of this year. These are as follows: Gatorade Thirst Quencher Gatorade Nutrition Shake Gatorade Energy Drink Propel Fitness Water Gatorade Energy Bar

It is also planning to give a major thrust to the juice business through the launch of a host of newproducts under the Tropicana brand name i.e. on the health and energy platform. PepsiCo has sofar invested around Rs. 100 Crore inn ready to drink juice segment where the company has twobrands Tropicana & Slice. It has 14 plants in India producing fruit juices & 2 of them work ontetra pack.Tropicana:

Tropicana entered the country in 1998. Tropicana is currently imported in a concentrated form,which is later reconstructed at a plant in Baramati, near Pune and vacuum packed into tetra packsafter paying an import duty. It covers around 18 cities of India. The factor of its success is that ithas a tightly controlled distribution system on top of an equally controlled production and this inturn helps it keep its taste constant and the company boasts of it too. Tropicana Beverage Co.

recently announced the companys inclination towards bringing in an entire series of juices andother health drinks from its international portfolio into India in the coming years. The Tropicanabrand, per se, has been positioned on the health platform. Pepsi also plans to give its juicebrand which has seen many hurdles in the nascent and niche juice market a renewed thrust inthe coming days. A price revision of the brands is also on the anvil. Since 2001, Tropicana ropedin celebrities in the field of nutrition and health to sell its brands. Under which they gotrenowned people in the field of health to recommend their clients to use their brand. The list ofnames included the likes of Anjali Mukherji, Sabina Sehgal Saikia and Vandana Luthra, whopromote the brand, positioned as a health drink, to their upwardly mobile clientele. Evencelebrity doctors and pharmacists wereincluded in its list of marketers. Tropicana is also soldthrough various health clubs like Talwalkars, Personal Point, etc. in Mumbai and Delhi. In the

past as a part of its promotional activities, the company had conducted a Tropicana Health Runin the capital, slated for World Health Day, which was on April 7, 2001. Tropicana also runs aprogramme called The Tropicana Club under which every time one buys a pack of Tropicanaheearns points which he can collect and exchange for a wide range of gifts and also, as a memberhe gets unique offers, exciting gifts and interesting information on keeping fit and looking good.The company is seen to intensify its distribution network, with a greater thrust on largeinstitutions. Apart from retail and consumer level promotions, Tropicana is being promotedthrough health bulletins and health leaflets. The company intends to continue with its

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unconventional retailthrust. Apart from the 20,000 to 25,000 outlets across 18 citiesthatTropicana has a presence in, the brand is being placed across gymnasiums, fitness centers in 5-star hotels, coffee shops, airlines, hospitals, offices and health stores. These points ofconsumption are not consequential in providing high volumes, but important from the imagerypoint of view. Typically, non-retail stores have been contributing 12 15 % of the brands

sales. Tropicana evokes a high brand loyalty among health conscious middle and upper-middleclass segments. The company is seeking to project itself on the health platform and has an adspend of around 20% of its sales. The brands existing tagline of Taste of Good Health has nowgot an extension statement of Dont forget the juice, Tropicana 100% pure fruit juice ispackaged in a 200 ml slim pack [which replaces its 250 ml pack] and 1-liter in a flat pack tetrapack. The company is seen to run promotions in coordination with its other offering like ascheme where 16 gm pack of Lays Magic Masala that comes free with a 200 ml pack ofTropicana. Worldwide, Tropicana has a host of juice brands under its belt. Brands like Twister,Dole, Looza, Fruvita and Juice Bowl, which could find their way into the Indian market in thecoming years. It has decided to make changes in the composition of its juices to suit the Indiantaste buds. Forinstance, realizing that Indians like a sweet flavour, it decided to launch a separate

sweet orange juice product specifically for the Indian market. Since it could not dilute its juicecontent, it decided to substitute part of it with grape juice to make it sweeter. Even its launchedtomato and mixed fruit juices have been altered to suit the Indian palate. Currently, in terms ofmarket share, Tropicana is believed to trail behind rival Real (Dabur) but is not far behind andalso has close to 40% market share of the estimated Rs 100 crore branded juice market. Pepsisets the pace for backward integration of Tropicana, as a first step towards backward integrationfor its pure juice business Tropicana is foraying into contact farming of citrus fruits like orangesand Keanu. Punjab- Jallowal has been chosen as the location for the project. The 3phaseproject involving trials, nursery and contract farming, is being pursued jointly by Pepsi and thePunjab Agro Export Corporation. Through in its infancy at the moment, the project visionhowever is of about seven years. If successful, it would mean 100% localization of orange juice

and it becomingthe supply center to other regions .A present Tropicana has the followingflavours: Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, Mixed Fruit.Slice:

PepsiCo in 2002 poised to make deep inroads into juice drink segment in India with seven newvariants of its Slice brand. For the first time in companys history, a Litchi variant of Slicewas introduced. Apart from that, a guava and Orange flavours was also being offered. Apartfrom 200 ml slim line cartons priced at Rs 10 each, Slice juice drinks is subsequently madeavailable in 250 ml returnable glass bottles as well. The company invested significantly tobolster the Slice brand in the year 2002 and plans to invest heavily through the year while Sliceis now available in litchi, orange, mango and Guava flavours, they are expected tobe soon joined by Slice Cocktails. PepsiCo is sourcing litchis from Muzaffarpur, guavas from

Karnataka and Allahabad, and mangoes from Ratnagiri.

Comparative analysis of the marketing mix of Dabur Real and Pepsi

Tropicana

Can Dabur Real Foods put more juice in the juice market? The company which has turned fruitjuices into a Rs 60-crore business has been turning on the taps in recent months and it hasnt

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been afraid to innovate. Its heading off in untested directions by launching a new range calledCoolers which includes traditional recipes like Aam Ka Panna (a green mango drink). It has alsolaunched a pomegranate juice and a water melon drink. A jamun variant will soon follow.Or, look at Pepsi Foods that has recently launched Tropics, a new range of what are callednectars in the fruit juice business. Pepsi has started out with a relatively unadventurous mango

flavour but it will soon be putting guava and litchi on the shelves.

If thats not enough, Pepsi Foods is also aiming at customers with more exotic tastes with anorange-apple combination and a tropical fruit fusion drink (a mix of mango, guava, pineapple,orange and apple juices).

Dabur and Pepsi Foods arent the only companies that are moving into overdrive in the juicebusiness. As Indians take bigger swigs than ever before of packaged juices a slew of companiesare hoping to grab a share of the action.

The result is that players like Dabur Foods, Pepsi Foods, Godrej Industries Foods Division,

Mother Dairy and even the small Ladakh Foods are betting big money on this market byflooding it with new fruit beverages. Its a huge market with its potential still to be tapped,says Sanjay Sharma, head of marketing at Dabur Foods.

The results are on show to anyone who steps into a neighbourhood supermarket. There are nowracks filled with fruit juices, nectars and drinks (the difference lies in the pulp content juicesare 100 per cent while drinks are below 20 per cent and nectars fall in between).

The swift growth in the market is attracting newcomers like Mother Dairy which recentlylaunched the Safal brand of juices. Safal is currently available in orange, mixed fruit, grape andan orange-apple combination. Ladakh Foods, makers of the Leh Berry seabuckthorn berry drink,

has now also launched an apple-peach combination juice and a mixed fruit variant.

Even Godrej Industries Foods Division has introduced fruit juices under the Xs brand (whichearlier only consisted of nectars) and a soya milk fruit juice based drink called Sofit this year.Parle Agro of Frooti and N-joi fame too is rumoured to be on the verge of new launches.

To add to the buzz, players are now looking at different pack sizes and price points. Newentrants are also expected to join the fray in the Rs 500-crore organised fruit beverage market(nectars, drinks and juices combined).One newcomer is likely to be Ahmedabad-based Pioma Industries makers of the Rasna brandof soft drink concentrates, which test marketed a diluted mango juice in Andhra Pradesh, but

dropped the launch plan after a lacklustre response. Industry experts predict that the companymay try again either this year or the next.

Whats making all these players gung-ho about fruit beverages? For one, the fruit drink market(juice accounts for 30 per cent, nectar is 10 per cent and fruit drinks are 60 per cent of the markettoday) has grown at a 20 per cent to 25 per cent rate. Obviously, some segments are doing betterthan others. Fruit-based milk drinks (market size Rs 20 crore to Rs 25 crore) like N-joi arecurrently stagnating. But fruit-based soya milk, another emerging segment reckoned to be worth

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about Rs 15 crore to Rs 20 crore is expected to grow rapidly. Godrej, which recently launchedthe Sofit brand, is experimenting with this market for the second time. Ten years back, its soyamilk brand Great Shakes failed miserably because of its taste.

But its not just the health fad that has led to the growth spurt. Cola sales fell dramatically after

the pesticide controversy and this seems to have benefited the fruit beverage industry.

POSITIONING OF THE FRUIT JUICE AS A HEALTH PRODUCT

Soft carbonated drinks (colas) grew 17 per cent in 2002 but fell 15 per cent in 2003. Says AlakaBhosle, marketing consultant with ad agency Percept H, Its one of the key factors that has ledto the kind of growth that we have seen in the last year. But this growth will continue sinceconsumers are now hooked on.

What also made the market work is the fact that tetrapaks offered a solution to provide fruitjuice practically fresh and preservative free, says M P Pusalkar, executive director & president,

Godrej Industries, Foods Division. The proliferation of supermarkets and malls in metros andmini-metros (key markets for this category), added to the growth story as well. And then there isthe income factor.

The other factors that have helped are the different pack sizes that players started offering in thelast year. Tropicana launched a 500 ml pack at Rs 25 compared to a one litre pack for Rs 76.Says Subroto Chattopadhyay, executive director, Pepsi Foods, These new price points andpacks are aimed at getting more consumers to try the new product, and in turn increase theconsumer base.

All of this has resulted in increased in-home consumption of juices which has gone up from 30

per cent three years back to almost 80 per cent today. Says Daburs Sharma, Consumersperceive this as the next best thing to having a fresh fruit. Convenience is no longer the sellingpoint, the naturalness is.

Everyone now has big plans for the future. Dabur, which currently has a 55 per cent marketshare, wants to launch more Indian fruits and even fruit and vegetable juice combinations in thenear future. It is also trying to bring down prices. So, it has launched Coolers 15 per cent cheaperthan Real because it has a lower pulp content. And by setting up a food processing plant inSiliguri, West Bengal, Sharma says Dabur will source fruits directly from farmers and cut downraw material or pulp costs which comprise almost 30 per cent of the finished product.

Similarly, other players like Godrej are also looking at launching new variants includingcombinations by year end. Parle Agro, which has been experimenting with sugarcane juice forsometime now, has launched mango Frooti in 65 ml packs in Pune, Gurgaon and Mumbai for Rs5. A year back, it extended the Frooti brand into pineapple and orange variants as well aslaunching it in 250 ml and one litre PET bottles.

Pepsis Tropicana has tied up with equestrian sports and polo clubs to build bridges with thewell-heeled young adults. Its recent sampling exercise included an interactive quiz reaching out

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to 200,000 students from 150 schools in Delhi. But the big issue is that they are all playing withthe same fruits. It has to be seen how longconsumers can sip the same concoctions.

RETAIL PRICING OF PEPSI TROPICANA VIS A VIS OTHER SIMILAR PRODUCTS

The details about the product follows in the order

Product Name, Unit, MRP, Our Price:

JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 250ML 16.00 15.68

JUICE TROPICANA PINEAPPLE 250ML 16.00 15.68

JUICE TROPICANA ORANGE 250ML 16.00 15.00

DRINK GODREJ XS LITCHI PULP 250 ML 15.00 14.70

DRINK GODREJ XS MANGO PULP 250ML 15.00 14.70

JUICE REAL MIX FRUIT 200 ML 15.00 14.50

JUICE TROPICANA APPLE 200 ML 15.00 14.50

JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 200 ML 14.00 13.70

JUICE TROPICANA ORANGE 200 ML 14.00 13.70

JUICE REAL ORANGE 200 ML 13.00 12.75

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OBJECTIVE OF THE STUDY

(1) To study the brand awareness toward the Tropicana and Real fruit juice

brand.

(2) To study the parameters which mostly affect while purchasing the

Tropicana and Real? Fruit juice brand.

(3) To study the satisfaction level toward the Real and Tropicana fruit juice

brand.

(4) To compare the Tropicana and Real fruit juice brand.

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REVIEW OF LITERATURE

Uwe Faesel, Roy (1995) Examines the development of Poland's fruit industry up to 1990,followed by the situation since that year, in which legislative reforms were introduced, mainly tobreak up state monopolies and to privatize state assets. Analyses the Polish fruit industry in thelight of the resultant shift from a sellers' to a buyers' market, discussing the grower, wholesaling,processing and exporting sectors, and finally the role of marketing in exporting. Conducts aSWOT analysis of the industry, as a result of which makes recommendations for: increasinggrowers' influence on exports; introducing a new wholesale marketing system; improvingprocessing equipment; rationalizing exportprocedures to the advantage of domestic competition.Sees the current transport and communication set-ups as significant problems. Concludes that,although the temptation is to follow the capitalist route and opt for the smaller enterprise as anexporting unit, the old Communist-style large state enterprise is still the ideal vehicle for selling

fruit of Poland's calibre abroad. Nigel Poole, Laura (1996) Reports on research into the level ofconsumer awareness of the attributes of citrus fruit. Claims it is necessary to convert consumerattitudes towards healthy eating into appropriate consumer behaviour. Hypothesizes thatconsumer knowledge of some important attributes of fruit and vegetable products is low, andthat better informed consumers might make better informed purchasing decisions. Describes themethodology and results of the survey which finds evidence that consumers are largely ill-informed about the attributes of the citrus fruit that they purchase. David Hughes (1996) Notesthat fresh fruit consumption in the UK is low, relative to most other EU countries, and static.Also that fruits which can be grown commercially in the UK, such as apples and strawberries,show a declining trend. Observes that in an increasingly competitive market-place, fresh fruitdoes not meet the evolving wants of key consumer groups. concludes fruit marketing

organizations must invest in research and development to produce strong consumer-orientatedproprietary products and, then, provide them with the promotional support that premiumproducts warrant if they are to survive and prosper in markets which will come under increasingcompetitive pressure in the next decade and century. Rosemary Duff (1999) This paperdiscusses the findings of a market research programme carried out by SMRC ChildWise onbehalf of Tetra Pak UK Ltd, examining use of and attitudes to soft drinks among children andmothers. This is a product field of increasing interest to children as they grow, and theirappreciation develops from being totally product-focused, to include packaging and then brand

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considerations. The research examined behaviour across the key drinking occasions that make upthe childs day, looking in detail at drinks consumed at school. It is at school that a childsfreedom of choice develops, and awareness of peer group influences becomes increasinglyimportant. Children are highly receptive to new brands and flavours, but also demandprofessional packaging and promotional input for brands to be credible. Younger children

appreciate having their own individual carton with a straw but, for older boys, a can is preferred,whilst girls like the practicalities of resealable bottles. Alistair Mowat, Ray Collins(1999)Supply chains in new and emerging agricultural industries typically lack informationlinking product quality with consumer behaviour. This case study of the emerging persimmonindustry in Australia and New Zealand demonstrates how adopting a supply chain orientationcan address this situation. Assessing and modelling consumer response to product qualityprovides information that demonstrates to supply chain stakeholders how better product qualitymanagement can improve the performance of the whole chain. Emerging fruit industries,therefore, have more incentive to adopt a supply chain orientation if they understand quality-related factors that drive consumer satisfaction and repeat buying behaviour. Soyeon Shim,Kenneth Gehrt, Sherry Lotz (2001)Examines the Japanese fruit market, which, as a result of

production and distribution factors, represents a viable target for fruit exporters around theworld. The study provides guidance for fruit exporters by identifying three fruit-specificsegments based on fruit-specific lifestyle factors. The process of identifying the lifestyle factorsrelies on a cross-culturally validated theoretical framework developed within the context of foodconsumption. Cluster analysis is used to identify the segments: creative/highly involved;practical/moderately involved, and aesthetic/uninvolved. These three segments of the everydayfruit consumption market are characterized in terms of fruit shopping, fruit consumption, andsocioeconomic factors. The creative/highly involved segment, older and more traditional,represents todays heavy-consumer of fruit in Japan, followed closely by thepractical/moderately involved segment. Although the aesthetic/uninvolved segment is composedof relatively light consumers, its demographics suggest that exporters need to develop this

segment in order to succeed in this market. Michael S. Donaldson (2001)Reports the results of asurvey of followers of the mostly raw, pure vegetarian, Hallelujah diet, which is promoted by theHallelujah Acres Foundation in the USA. Seven-day semi-quantitative dietary records kept by141 followers of the diet were collected and analyzed for nutrient intake. Claims self-reportedimprovements in health and quality of life after adoption of the diet were significant (p < 1E-07).Mean daily consumption of fruits and vegetables was 6.6 servings and 11.4 servings,respectively. Salads, fruits, carrot juice and grain products provided 60-88 per cent of mostnutrients. The mean energy intake was 1,460kcal/day for women and 1,830kcal/day for men.Claims that, with some modifications, this diet pattern allows people to adopt a low calorie dietsufficient in most nutrients. Srini S. Srinivasan, Brian D. (2002) Previous researchers haveestablished that brand names are important in determining perceptions of brand quality and

attitude towards the product. In this research we investigate the role of brand name in shapingconsumers evaluation of search, experience, and credence attributes. The findings confirm that,prior to trial, brand name increases consumers perception of experience and credence attributeperformance evaluations. However, prior to trial, brand name is found not to affect consumersperception of search attributes. Trial of the brand is found to reduce (and not eliminate) theadvantage branded products have in enhancing consumers perception of experience andcredence attributes. Kenneth C. Gehrt, Soyeon Shim (2003) The study demonstrates theviability of situational segmentation in a market outside the USA. A number of situational

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segmentation studies in the USA have examined the snacking market. This study examinessituational segmentation opportunities in the context of the Japanese snacking market. The studyattempts to delineate a situationally-defined market structure for a broadly defined array of snackproducts. This is done by characterizing 18 snacks in terms of pertinent situational factors viadummy variable regression analysis; and grouping the snacks in terms of the similarity of their

situational characterizations via cluster analysis. The study reveals four multi-product snacksegments, including solitary snacking cluster, socializing ensemble cluster, high gravitysocialization cluster, and morning home snack. The results show that situational segmentation isas effective in complementing more traditional segmentation approaches in Japan as it is in theUSA. S.O. Aroyeun (2004) Cashew apple was used as a nutritional additive in the production ofyogurt. The yogurt so produced (CAY-A) had a higher vitamin C content of 53.70g/100ml thanboth samples B and C with values 14.1/100ml and 19.2g/100ml of vitamin C respectively. Thecashew apple fortified yogurt was evaluated for physicochemical parameters like pH, refractiveindex, dpecific gravity, titratable acidity, ash, moisture, protein and fat and the values 4.10 (pH),20 Brix soluble solid content, specific gravity 1.023, titratable acidity (0.78g/100ml lactic acid),0.84 per cent ash, 77.0 per cent moisture, 3.22 per cent protein and 3.2 per cent fat were

obtained. The three yogurts produced were presented to ten regular tasters of yogurt for sensoryevaluations using Fan Milk yogurt as the reference sample C. Assessors were asked to identifythe odd sample. This method was used to determine if ingredient substitution or some otherchange in the manufacturing process could result in a detectable difference in products. Theresult obtained indicated that the yogurt into which cashew apple had been added comparedfavorably with the reference sample in all the attributes evaluated and there was no significantdifference at p = 0.05.. Douglas Sorenson, Joe Bogue (2005) The objective of this study is toidentify the optimal product design attributes for a range of chilled probiotic orange juicebeverages, and to evaluate the contribution of market-oriented research methodologies to thedevelopment and strategic marketing of innovative functional beverages. New productdevelopment (NPD) opportunities exist for probiotic juice-based beverages, although

functionality should not be relied on solely to leverage a competitive advantage. Dilber Ulas, H.Bader Arslan (2006) The purpose of this study is to present a broad view and analysis of brandswitching attitudes of cola consumers in Turkish cola market. Cola Turka, the new cola brand,has captured almost one-quarter of the market. It has the potential to create loyal consumers.Despite Coca-Cola preserving its dominance, Pepsi-Cola has been surpassed by this newproduct. Gunne Grankvist, Hans Lekedal, Maarit Marmendal (2007) The purpose of thisarticle is to study whether preference for a product increased, or decreased, as a consequence ofinformation that the product was either eco- or fair trade labelled. An additional purpose was toinvestigate associations between importance attached to values and preference for eco- and fair-trade labelled food products. No significant effects of the experimental manipulation wereobserved. Attaching greater importance to the value warm relationships with others was

associated with a more favourable rating of the taste of both eco- and fair-trade labelled juices.The value security was positively associated with an increased taste preference for the groupexposed to the fair trade, but not the eco, label. Mehdi Seltene, Olivier Brunel (2008)The objective of this paper is to evaluate brand extension from a consumer consumption

perspective. The most relevant entity becomes both the product and the choice vector. Thisprovides a different aspect of the heterogeneity as it concerns brand extension. The resultsconfirm the importance of the consumption context in terms of evaluating a brand extension. Thestudy shows that the effects of the context fit and the typicality are more important when the

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category to which the brand extension is found is sensitive to the consumption context. Incontrast, the effect of the association fit is more important when the category to which the brandextension is found is less sensitive to the consumption context. Marianela Fornerino, Franoisd'Hauteville (2010) This experimental research seeks to offer a method for measuring therespective product and brand contributions to the global perceived quality dimension in the case

of five brands of orange juices. Results indicate an assimilation effect for the national brands,particularly strong with the most preferred brand, and a non-significant brand effect for theretailer's brand, although both products were rated the same in the blind evaluation

RESEARCH METHDOLOGY

Sample data collection

This survey is as conducting in the context of retailer and consumer of Tropicana and Real fruit

juice in dehradun city.

Research design

The research design is descriptive in nature with survey method being used to complete the

study. Because under this we already created the hypothesis and we simply tried to find out that

our taken variables of market ofdehradun city Able to satisfy their retailer and consumer.

Sample technique

I will use in this research random sampling.Hypothesis formulation

It is basically a presumption which researcher use when they do research they are two type

Null

Alternative

Data collection

The data collection would be:

PRIMARY DATA : Questionnaire

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SECONDARY DATA : Journals, Internet, news paper etc.

Sample design

Retailer and consumer of dehradun city are including under this research and tell their

satisfaction level.

Sample size

Sample size is going to be 100 respondents of retailer and 100 respondents of consumer.

Sample element

Individual retailer and consumer are sampling element.

Data source

Both Primary and Secondary source of data would be used .The major type of information is

used from primary data.

Tool for data analysis

We will be using the applicable tools and techniques of SPSS as per required with time.

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HYPOTHESIS

For consumer

Null hypothesis-

1) H0-Gender has no effect on consumer satisfaction.2) H0-Age group has no effect on consumer satisfaction.3) H0-Quantity has no effect on consumer satisfaction.4) H0-Preferred channel for purchasing has no effect on consumer satisfaction.5) H0-Product quality has no effect on consumer satisfaction.6) H0-Advertising has no effect on consumer satisfaction.

Alternate hypothesis-

1) H1-Gender has a great effect on consumer satisfaction.2) H1-Age group has a great effect on consumer satisfaction.3) H1-Quantity has a great effect on consumer satisfaction.4) H1-Preferred channel for purchasing has a great effect on consumer satisfaction.5) H1-Product quality has a great effect on consumer satisfaction.6) H1-Advertising has a great effect on consumer satisfaction.

For retailer

Null hypothesis-

7) H0-Time of selling has no effect on retailer satisfaction.8) H0-Source of information has no effect on retailer satisfaction.9) H0-parameters have no effect on retailer satisfaction.10) H0-Information of scheme has no effect on retailer satisfaction.11) H0-Product quality has no effect on retailer satisfaction.12) H0-Type of conveniences has no effect on retailer satisfaction.

Alternate hypothesis-

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7) H1-Time of selling has a great effect on retailer satisfaction.8) H1-Source of information has a great effect on retailer satisfaction.9) H1-parameters have a great effect on retailer satisfaction.10) H1-Information of scheme has a great effect on retailer satisfaction.11) H1-Product quality has a great effect on retailer satisfaction.

12) H1-Type of conveniences has a great effect on retailer satisfaction.

DATA ANALYSIS AND INTERPRETATIONFor consumer

ONEWAY CONSUMER SATISFACTION BY GENDER

/MISSING ANALYSIS.

/POSTHOC = SCHEFFE ALPHA (.05).

ANOVA

CONSUMER SATISFACTION

Sum of

Squares Df Mean Square F Sig.

Between Groups 230.670 1 230.670 11.863 .001

Within Groups 1827.736 94 19.444

Total 2058.406 95

Null hypothesis Alternate hypothesis

H0-gender has no effect on consumer

satisfaction

H1- gender has a great significance on consumer

satisfaction

Interpretation:

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As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis

formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of gender on consumersatisfaction , we came up with conclusion that the significance level is less than the

alpha value(.001 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greatersignificance of gender on consumer satisfaction.

ONEWAY CONSUMER SATISFACTION BY AGE GROUP

/MISSING ANALYSIS.

/POSTHOC = SCHEFFE ALPHA (.05).

ANOVA

CONSUMER SATISFACTION

Sum of

Squares df Mean Square F Sig.

Between Groups .621 1 .621 .028 .867

Within Groups 2057.785 94 21.891

Total 2058.406 95

Null hypothesis Alternate hypothesis

H0-age group has no effect on CONSUMERsatisfaction H1- age group has a great significance onCONSUMER satisfaction

Interpretation:

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis

formulation which came out with the following results:

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On applying ONE WAY ANOVA for checking effect of age group on CONSUMERsatisfaction , we came up with conclusion that the significance level is greater than thealpha value(.867 > 0.05). Therefore accepting NULL HYPOTHESIS due to lowersignificance of age group on CONSUMER satisfaction.

ONEWAY CONSUMER SATISFACTION BY QUANTITY

/MISSING ANALYSIS.

/POSTHOC = SCHEFFE ALPHA (.05).

ANOVA

CONSUMER SATISFACTION

Sum of

Squares Df Mean Square F Sig.

Between Groups 100.436 4 25.109 1.167 .331

Within Groups 1957.970 91 21.516

Total 2058.406 95

Null hypothesis Alternate hypothesis

H0-Quantity has no effect on consumer satisfaction H1- Quantity has a great effect on consumer

satisfaction

Interpretation:

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis

formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of quantity on consumersatisfaction , we came up with conclusion that the significance level is greater than the

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alpha value(.331 > 0.05). Therefore accepting NULL HYPOTHESIS due to lowersignificance of quantity on consumer satisfaction.

ONEWAY CONSUMER SATISFACTION BY PREFERRED CHANNEL

/MISSING ANALYSIS.

/POSTHOC = SCHEFFE ALPHA (.05).

ANOVA

CONSUMER SATISFACTION

Sum of

Squares df Mean Square F Sig.

Between Groups 100.436 4 25.109 2.157 .221

Within Groups 1957.970 91 21.516

Total 2058.406 95

Null hypothesis Alternate hypothesis

H0-Preferred channel has no effect on consumer

satisfaction

H1- Preferred channel has a great effect on

consumer satisfaction

Interpretation:

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis

formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of Preferred channel onconsumer satisfaction , we came up with conclusion that the significance level isgreater than the alpha value(.221 > 0.05). Therefore accepting NULL HYPOTHESIS

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ONEWAY CONSUMER SATISFACTION BY ADVERTISING

/MISSING ANALYSIS.

/POSTHOC = SCHEFFE ALPHA (.05).

ANOVA

CONSUMER SATISFACTION

Sum of

Squares df Mean Square F Sig.

Between Groups 48.467 1 48.467 2.267 .136

Within Groups 2009.940 94 21.382

Total 2058.406 95

Null hypothesis Alternate hypothesis

H0-advertising has no effect on consumer

satisfaction

H1- advertising has a great significance on

consumer satisfaction

Interpretation:

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis

formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of advertising on consumer

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ONEWAY RETAILER SATISFACTION BY SOURCE OF INFORMATION

/MISSING ANALYSIS.

/POSTHOC = SCHEFFE ALPHA (.05).

ANOVA

RETAILER SATISFACTION

Sum of

Squares df Mean Square F Sig.

Between Groups .621 1 .621 .028 .772

Within Groups 2057.785 94 21.891

Total 2058.406 95

Null hypothesis Alternate hypothesis

H0-Source of information has no effect on

retailer satisfaction

H1- Source of information has a great effect on

retailer satisfaction

Interpretation:

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis

formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of Source of information onretailer satisfaction , we came up with conclusion that the significance level is greaterthan the alpha value(.772 > 0.05). Therefore accepting NULL HYPOTHESIS due to

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ONEWAY RETAILER SATISFACTION BY INFORMATION OF SCHEME

/MISSING ANALYSIS.

/POSTHOC = SCHEFFE ALPHA (.05).

ANOVA

RETAILER SATISFACTION

Sum of

Squares Df Mean Square F Sig.

Between Groups 100.436 4 25.109 2.157 .219

Within Groups 1957.970 91 21.516

Total 2058.406 95

Null hypothesis Alternate hypothesis

H0-Information of scheme has no effect on retailer

satisfaction

H1- Information of scheme has a great effect on

retailer satisfaction

Interpretation:

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis

formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of information of scheme retailersatisfaction , we came up with conclusion that the significance level is greater than thealpha value(.219 > 0.05). Therefore accepting NULL HYPOTHESIS due to lowersignificance of information of scheme retailer satisfaction.

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ONEWAY RETAILER SATISFACTION BY PRODUCT QUALITY

/MISSING ANALYSIS.

/POSTHOC = SCHEFFE ALPHA (.05).

ANOVA

CONSUMER SATISFACTION

Sum of

Squares Df Mean Square F Sig.

Between Groups 198.778 3 66.259 3.278 .035

Within Groups 1859.629 92 20.213

Total 2058.406 95

Null hypothesis Alternate hypothesis

H0- product quality has no effect on retailer

satisfaction

H1-product quality has a great effect on retailer

satisfaction

Interpretation:

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis

formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of product quality on retailersatisfaction , we came up with conclusion that the significance level is less than thealpha value(.035 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greatersignificance of product quality on retailer satisfaction.

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ONEWAY RETAILER SATISFACTION BY CONVINCES

/MISSING ANALYSIS.

/POSTHOC = SCHEFFE ALPHA (.05).

ANOVA

CONSUMER SATISFACTION

Sum of

Squares Df Mean Square F Sig.

Between Groups 48.467 1 48.467 2.267 .223

Within Groups 2009.940 94 21.382

Total 2058.406 95

Null hypothesis Alternate hypothesis

H0-Convinces has no effect on retailer

satisfaction

H1- Convinces has a great significance on

retailer satisfaction

Interpretation:

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesisformulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of Convinces on retailersatisfaction , we came up with conclusion that the significance level is greater than thealpha value(.223 > 0.05). Therefore accepting NULL HYPOTHESIS due to highersignificance of Convinces on retailer satisfaction.

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For consumer

(1) Gender of respondents

A) Male B) Female

Male Female Total

No. ofrespondents

70 30 100

Percentage 70 30 100

INTERPRETATION:-

In this study 70 % male and 30% female respondents are part of my target population and theyhelp me to fulfill my questionnaire from different area of Dehradun city.

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30%

70%

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(2) Your age group

A) Below 18 B) 18-25 C) Above 25

Below 18 18-25 Above-25 Total

No. of respondents 10 60 30 100

Percentage 10 120 60 100

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(4) Through which medium you come to know about your preferred fruit drink?

A) Hording and banners B) News paper and magazine

C) TV/Radio D) Any other

H.&banners

N.&magazine

TV/Radio Any other Total

No. ofrespondents

30 35 20 15 100

Percentage 30 35 20 15 100

Interpretation:-

35% respondents know their fruit juice drink through news and magazine and 30% respondents

have knowledge through hoarding and banners so I found that distributor had capture on

hoardings and banners and news and magazines for attracting the consumer in Dehradun city.

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20

%%

30

%

35%

15

%

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(5) For Whom do you buy fruit drink?

A) Myself B) Family C) Children D) Social occasion

Myself Family Children Socical Occasion Total

N of respondents 45 25 28 2 100

Percentage 45 25 28 2 100

INTERPRETATION:-

45% respondents are buy juice for their self, 28% for children ,25% for family and 2% for social

occasion so we find that most of consumer are buying juice for himself.

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25%

28

45%

2%

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6) What quantity do you usually prefer to buy?

A) 200-250 B) 300 C) 500ml D) 1Lt.

200-250 300 500 1lt. Other

No of respondents 45 12 30 13 100

Percentage 45 12 30 13 100

INTERPRETATION:-

45% respondents are like to buy 200-250 ml. juice pack ,12% like 300ml. So small pack isselling in big number in Dehradun city.

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30

13%45%

12%

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(7) Rank the following drinkon the scale of 1-5 you like most

A) Tropicana B) Real C) Maaza D) Slice E) Appy

F) Frooti G)Mangola H) Pulpy orange I) Twister J) Other

Tropican

a

real Mazz

a

slice appy frooy

i

Mangol

a

Pulp

y o.

twite

r

other

No. of

respondents

18 1 2 3 4 5

12 2 1 3 4 5

16 3 2 1 4 5

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10 5 2 3 4 1

19 4 1 3 2 5

7 5 4 3 1 2

8 2 1 3 5 4

7 4 1 2 3 5

3 5 3 2 1 4

100

INTERPRETATION:-

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Mostly respondents are give rank 1 to Tropicana, real ,slice, and Maaza, rank 2 has gone toreal and frooty and rank 3 is for Appy. Other give their response according to their taste. So Ifind that Tropicana is like the most people and after that Real, Slice, Maaza etc.

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(9) Which is your most preferred channel for purchasing fruit drink ?

A) Retail store/grocery store B) Super market/hyper market C) Cine plexus

D) Pan shop/kiosks E) Restaurant F) Travel

Retail/g.stor