Summer Internship Project Report on Rasna Ju-C

Post Graduate Diploma in Management

IIMT SCHOOL OF MANAGEMENT

(ISM)

Summer Internship Programme

Project Title:

“A Comparative Study of Rasna Ju-C in relation to other competitors: Understanding Consumer Behavior Approach in

Bhopal city”

Submitted By:Name: Rishabh Shukla

Registration No.: 0301014

1

2

AcknowledgementsA project work is never a work of an individual. We owe a sense of gratitude to the intelligence and co-operation of those people who had been so easy to let us understand what we needed from time to time for completion of this exclusive project.

It is to great pleasure for me to express my hearty and sincere gratitude to my faculty guide, Ms.Neetu Ahmed (Faculty of ISM IIMT School of Management, Gurgaon) 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. Debashish Barua (Marketing Executive Rasna Beverages) who guide me in the survey the area and to management of Rasna Beverages Company for the permitting to carry out the present research work.

Special thanks also due to Mr. Kamal Sahu (TSM Bhopal) and all the employee, customer, retailers and distributors related to Rasna Ju-C Company for their precious co-operation provided to the investigator during the period of data collection.

Place: Gurgaon Rishabh Shukla

3

Executive Summary“A Comparative Study of Rasna Ju-C in relation to other competitors: Understanding Consumer Behavior Approach in Bhopal city”

1- To study the brand awareness towards the Rasna Ju-C and other brands.2- To study the consumer behavior different brands and satisfaction level toward the Rasna

Ju-C and other brand.3- To study a competition between Rasna Ju-C and other brand.

The whole study or research explains about the consumer’s buying behavior and their preference regarding Rasna Ju-C and fruit drinks. Consumer buying behavior is a generic term explains about the consumer choice or preference that they have for a particular product. Consumer’s buying behavior tells the companies about the modification or features of the products. For this research some of the main features were taken into consideration like flavor, availability, price, packaging and the most important awareness. Because during research I come to know that there are so many people who even don’t know about the Rasna Ju-C that there is such kind of fruit juice available in the market. So I am tried to focus on the awareness of the consumer. After this there are so many competitors in the market like Real, Tropicana etc. but the competition become tougher when we talk about the local juice makers and sellers.

This study helps to find out the strength, weakness, opportunity and threats of Rasna Ju-C with the help of retailers and consumer. We find out the weakness of Rasna Ju-C and opportunity to increase the sales of Rasna Ju-C in Bhopal city. This study is very important for Rasna Ju-C in Bhopal city to increase the sales of Rasna Ju-C.

The strategy for the product can be changed by comparing the different factors that has obtained from the research. Allocation of largest consumer is the important work for the producer so they can match their product nature with the preference of the consumer who is more willing to buy fruit juice.

4

Table of contentContent Page No.

1. Introduction to the Industry / Company overview 5-9

2. Project Objectives 10

3. Theoretical Framework and Background 11-18

4. Review of Literature 19-21

5. Research Methodology 22-24

6. Data Analysis, Results and Interpretation 25-34

7. Findings 35

8. Conclusions 35

9. Limitations of the project 35

10. Recommendations 36

11. References 37

12. Ques t ionnai re 38

5

Introduction to the Industry/ Company overview

The Indian food processing industry in India has a total around a USD 65 billion. Which they are included a value added products around 20.6 billion. The Indian beverages industry around a USD 230 million. Tea and Coffee is a major sector in beverage industry in India. They are not only sold in India but they are also exported to an overseas market. Fruit juice, pulp and concentrates and sauces are doing very well in the Indian beverages market.

Beverage industry is included a nonalcoholic and alcoholic items. Today time beverage industry is growing very well so many of the company are better compete and gaining a share. According to the many of the report consumption of non alcoholic beverages is increased by 16.5-19 % in the next 3 years. According to the Indian beverages association non alcoholic beverages are grow up a 16.5% per year and non corporate manufacture are grow up a 19% per year. Indian beverages market is unorganized. Here 75% of the demand of serviced by companies in unorganized market. But today time many of the company are invested money to building capacity and developing bottling infrastructure in country. According to the another report published by a different researcher non alcoholic Indian beverage market comprising a juices, bottled water, carbonated drinks, tea and coffee is touch a $5.18 billion in 2015. According to the S.R. Goenka non alcoholic industry are hold a many type of advantages such as large consumer base, abundant supply of raw materials, pool of low cost and skilled labour. Beverage industry in India currently contributing a 1% in India’s GDP.

Soft Drinks in India industry profile provide top-line qualitative and quantitative summary information including: market size (value, and forecast to 5). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market. Essential resource for top-line data and analysis covering the India soft drinks market. Includes market size data, textual and graphical analysis of market growth trends, leading companies and macroeconomic information. In 2012, soft drinks registered a stronger double digit off-trade value growth rate than the CAGR for the review period. This growth was attributable to strong double-digit performances in categories, such as bottled water and fruit/vegetable juice, which had a good year due to rising mercury levels. Long summers and higher disposable incomes continue to be the main growth drivers of soft drinks. The soft drink market consists of retail sale of bottled water, carbonates, concentrates, functional drinks, juices, RTD tea and coffee, and smoothies. However, the total market volume for soft drinks market excludes the concentrates category. The market is valued according to retail selling price (RSP) and includes any applicable taxes. Any currency conversions used in the creation of this report have been calculated using constant 2010 annual average exchange rates.-The Indian soft drinks market generated total revenues of $3.8 billion in 2010, representing a compound annual growth rate (CAGR) of 11% for the period spanning 2006-2010.-Carbonates sales proved the most lucrative for the Indian soft drinks market in 2010, generating total revenues of $1.9 billion, equivalent to 50.5% of the market's overall value.-The performance of the market is forecast to decelerate, with an anticipated CAGR of 9.1% for the five-year period 2010-2015, which is expected to lead the market to a value of $5.9 billion by the end of 2015. The market for fruit and vegetable juice has grown at a steady rate over the last

6

five years. This is largely due to increasing importance of leading a healthy life of India. The market has grown from just Rs. 1200 Crore to over Rs. 3200 Crore over the last 5 years. This indicates a CAGR of 21.67%.

The fruit juice market can be classified on the basic of various product segments as follows.

Fruit Drinks (Maximum Fruit content- 30%)

Nectar drinks (Fruit content between 25 % & 90 %)

Fruit juice (100% fruit content)

Fruit drinks are the largest market with an estimated market share of close to 50-60%. Mango is the most popular flavor and account of 90% of volume across all the players. Other flavors include orange (3%), pineapple (2%), and fusion of one or two flavor. Parle agro is the market leader for this segment with its brand Frooti commanding a market share of 75%.

Fruit juice market share is estimated to be close to 30%. It is expected to grow at 20-25% annually. Rising number of health conscious and use of juice for breakfast with white spirits are the key factor that will drive growth. Dabur real fruit juice is the market leader with a share of 55%. Pepsi co’s Tropicana with a share of 30-35%. Other players include Godrej which launched juice under the x category and mother dairy which also ventured into this segment under the safal brand.

Nectar is the smallest category with an estimated market share of close to 10%. Godrej is the leading player with its x brands. Dabur enjoys presence in this segment under the brand name coolers. Pepsi has also entered this segment under the brand name Tropics with mango, guava, and litchi flavor.

7

COMPANY OVERVIEW

Rasna is a one of the soft drink concentrate brand. Rasna Company owned by Pioma industries which is located in Ahmadabad, India. In 2009 Rasna had a 93% market share in soft drink concentrate in India. And 2011 company had a 3.5 Billion Rs. Turnover. Company most of the business operation are operated in India so it 5 manufacturing unit in Gujarat and 1 in Himachal Pradesh. Its manufacturing units also operated in outside India in Bangladesh, Dubai, Saudi Arabia and Egypt. Company are manufactured a soft drink concentrate in different flavors. In 2000 company are launched a fruit drink Oranjlot. But this is failed in market because this drink required a refrigerated at all of the time but most of the retailers are switch off their refrigerators in night. Company are also launched a juice product in market in 2002 and 2010. Company is entering a health drink segment.

Rasna Pvt. Ltd. is a proudly family owned ISO 9002 & HACCP certified company. Rasna philosophy rests on producing and marketing the best of products and developing long term relationship in the market. Rasna Pvt. Ltd. holds steadfastly to its commitment to excellence, a commitment to being one of the largest Soft drink concentrate manufacturing company in the world. Rasna has over the last 10 year successfully spread its wings with its export division, offering the extremely successful soft drink concentrates, instant drink powder and ethnic range of products to the global markets. Rasna has extended its range to include other products, synergetic, to its basic activities, by introducing a variety of processed fruit product for the global consumer. Rasna has gained 1st rank in the soft drink beverage category. Rasna has also received the 1st FMCG award in the soft drink concentrate category. Currently Rasna holds close to 93% market share in the soft drink concentrate market in India. As a tribe in action it promise to deliver, with individual performance and economy enhancement, substantial gain in its products for consumers at a large to relish at every moment of their lives. Rasna has always been a brand that every Indian knows of as standing tall, vis-à-vis quality flavor and enjoyment in the in-house market of soft drinks. Its background integration ensures that most of the raw materials are made by Rasna directly or through job work. It has the largest capacity in Asia to make powder concentrate. Rasna has always been among the trusted brand in the soft drink market and has managed in creating opportunities through best international practice benchmarks.

After being in the powder concentrate business for years, Rasna has forayed into the ready-to-drink category. The company said it has carved a separate beverages division to give a fillip to the category. Rasna is also mulling to introduce a slew of products, including flavored water and energy drinks, to stay ahead of competition. Rasna chairman and managing director Piruz Khambatta said the company may also look setting up its own manufacturing facility for the ready-to-drink category. We have contract manufacturing arrangement for juices. In the next six months, we plan to come up with own plant at an investment of around Rs. 50-60 Crore.

8

Rasna Product Line

1976 – Introduced SDC under the brand name “JAFFE”.

1979 – Brand name change to “RASNA”

1980-1990 – Ruled the market by the tag line “I LOVE U RASNA”

1991 – Decline in sales due to the entry of competitors i.e. Coca cola, Pepsi etc.

1993 – Launch product of 2 categories at global level i.e. “Rasna Beverages, Food and Rasna ethnic basket”

1996 – Launched Rasna international and Rasna royal as pre sweetened mix drink.

1999 – Launched 2 new flavor “Rasna Parker & Rasna aqua fun”

2000 – Launched ORANJOLT aerated drink but soon fail.

2001 – Company name changed to Rasna Ltd.

2002-: Launched RASNA UTSAV & RASNA ROJANA as juice products

2013-: Rasna enter ready to drink beverage segment with the brand name "RASNA JU-C"

Mission of the company“We aim to establish ourselves as the country's leading source of healthy energy in the form of naturally blended juices, beverages and derivatives, through constant innovation and a commitment to forge long lasting relationships”

Rasna Beverage DivisionMoving on to new pursuits with the continuing commitment of hard work and consumer research, Rasna has launched Rasna Beverages Division. Under this, the first brand to be launched is Rasna Ju-C. Rasna JU-C was launched about a year back in Delhi and slowly spread their wings in other parts of North and west India. Rasna Ju-C is a brand new and innovative addition to Rasna existing portfolio and is to fulfill the need gaps for consumers, basis their tastes and preferences. The introduction of the new category signifies the acknowledgment that company has developed an innovative product and believes in offering the best products to their customer’s products that are enriched with natural taste, more nutritional value and a variety of flavors albeit at very competitive prices.

9

About Rasna Ju-C

The company has started a separate division of Rasna beverages to manufacturing a Rasna Ju-C. Rasna has planned to invest a 40-50 Crore in the next two years on gaining a foothold in the beverages segment. Rasna beverages division is an independent business unit, based out of Delhi and Mr. Arshad Siddiqui is a president and CEO. Rasna Ju-C is a ready-to-drink product with a 100% vitamin C. Rasna Ju-C is basically targeted for 8-14 years children. Rasna Company formally known for creating the soft drink concentrate category in beverages is targeting at achieving a turnover of Rs. 400 Cores and a market share of 4.5% at the end of the three years.

Rasna Ju-C launched in 2012.

Rasna Ju-C is a nutritionally health beverage product with a 100% of vitamin C.

Rasna Ju-C is contained a 20% fruit pulp.

Rasna Ju-C available in PET bottle in different quantity such as 200 ml, 250 ml, 300 ml, 500 ml, and 1 liter.

Rasna Ju-C available in orange, mango, guava, apple, pineapple, mix fruit, Neebu Pani and Masala Shikanji flavors.

10

Project Objectives

1- To study the brand awareness towards the Rasna Ju-C and other brands.2- To study the consumer behavior different brands and satisfaction level toward the Rasna

Ju-C and other brand.3- To study a competition between Rasna Ju-C and.

11

Theoretical Framework and Background

Consumer Behavior

Consumer behavior is a consists of a different types of action which is taken by a consumer in regarding to purchasing a various goods and services. A study we are focused on a psychological and other factor which are motivate a people to either buy a product or reject a product. Creating a successful marketing campaign we are a need to understand a theme of the factor and utilize a factor and motivate to consumer to purchasing a product. Cultures are always playing a major role in shaping a consumer behavior. Social pressure is a major factor which affects a consumer behavior. Consumers are motivated to purchasing a specific brand because many of the people are admire to purchasing a same product. Education is also play a major role in determining a consumer behavior.

Consumer behavior we are know the psychology of how the consumer is influenced by his or her environment for example culture, family, signs, media etc. We know a behavior of consumer while shopping or making other marketing decision. Know a limitation of consumer knowledge and information processing abilities. These all of the issue providing a help for adopting strategies by taking the consumer in consideration. Consumer behavior involves a use and disposal of products as well as study of how they are purchased a product. Consumer behaviors are involving a service, idea and tangible products.

Awareness- Awareness means know an existence of the product in the market. This is a first stage of an adoption process. Consumers are exposed to product innovation. In this stage consumer are not interested to know a more information for product.

Perception- Perception is defined as a process by which an individual select, organize and interprets stimuli into a meaningful and coherent of the world. Perception we are study what we subconsciously add to or subtract from raw sensory to produce own private picture of the world.

Attitude- Attitude is a way of thinking is learned predisposition to behave in a consistently favorable and unfavorable way with respect to a given object.

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and how marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Understanding these issues helps in adapting strategies by taking the consumer into consideration. For example, by

12

understanding that a number of different messages compete for our potential customers’ attention, one learns that to be effective, advertisements must usually be repeated extensively. It is also learnt that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, the company will be able to make a more informed decision as to which strategy to employ.The "official" definition of consumer behavior given in the text is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.Behavior occurs either for the individual, or in the context of a group (e.g., friend’s influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use). Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest. Consumer behavior involves services and ideas as well as tangible products.The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy. There are four main applications of consumer behavior:The most obvious is for marketing strategy—i.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) Companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) It is important to please initial customers, since they will in turn influence many subsequent customers’ brand choices. As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain. There are several units in the market that can be analyzed.

13

STP Analysis of Rasna Ju-C

Market segmentationThere has been no general acceptance of the product forms in the fruit beverage market. The consumer is basically concerned of it is a fruit juice or synthetically constituted product. Product segmentation, therefore should we clearly delimit.

Target MarketsThe woman of the house and children are an important influencing factor in today’s scenario. As the Kiwijoos contains lots of health benefits, the women who care for her family wants her family to be healthy and so are they are targeted. The children are attracted to the beautiful ads and demand for the products as they want to experiment 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. Today teens are the most health conscious and put in lots of efforts to be healthy. So even they are an important target audience. Most of the person are purchase a fruit drinks for home. For an average Indian population juice consumption is seen as a luxury and is a very urban phenomena as people in the urban are getting more and more health conscious and relating and accepting juices as a healthy social drinks. Most of the people are use a fruit drinks in out of home. We are seen such type of consumption is usually seen:

On roads i.e. in front of the general stores, railway station, bus stand, airports etc. Entertainment zones like park, cinemas etc. Eating place like restaurants, college canteens, hotels etc. Working place like offices, aerobics classes, places of worship etc.

PositioningRasna Ju-C positioned in a market as a nutritional and healthy drinks for a children.

SWOT Analysis of Rasna Ju-C

Strength Weakness1. Strong parent company.2. Convenient packaging.3. Large distribution network.4. Brand equity of Rasna.5. Competitive pricing.

1. Distribution channel is improper and irregular.

2. Seasonal product.3. Target segmented- only kids.4. Lack of advertising.

Opportunity Threat1. Increasing a demand of the other

flavors like Apple, pineapple etc.2. Increase a health consciousness

product.3. Premium pricing.

1. Compete with a local juice vendor.2. Many of the competitors in the market.

14

Marketing Mix of Rasna Ju-C

ProductRasna Ju-C is available in a fruit beverage with a health benefits product. Rasna Ju-C is for both of the person kids and adults. Rasna Ju-C is available in a different flavor such as orange, mango, apple, mixed fruit, pineapple, guava, nibu pani and litchi flavors. Rasna Ju-C is available in a different quantity such as 1 liter, 500 ml, 300 ml, 250 ml, 200 ml. 300 ml of bottle available in a spill proof cap.

PriceRasna Ju-C is available on a different price range. Ju-C 1 liter bottle available in Rs. 75 and mango flavor bottle available in a Rs. 65/-. Rasna Ju-C 500 ml bottle available in 38/- and Mango bottle available in 34/-.300 ml bottle available in a Rs.25/-250 ml bottle available in Rs. 20/- and mango flavor is available in Rs. 18/-200 ml bottle are available in a 15/- in a mango flavor.

Rate list of the Rasna Ju-C different Flavors

S. No.

Products Quantity MRP

1 Orange 1Ltr. 75.002 Guava 1Ltr. 75.003 Mix 1Ltr. 75.004 Apple 1Ltr. 75.005 Pineapple 1Ltr. 75.006 Mango 1Ltr. 65.00       7 Orange 500ml 38.008 Guava 500ml 38.00

15

9 Mix 500ml 38.0010 Apple 500ml 38.0011 Pineapple 500ml 38.0012 Mango 500ml 34.00       

13 Orange 300ml 25.0014 Guava 300ml 25.0015 Mix 300ml 25.0016 Apple 300ml 25.0017 Pineapple 300ml 25.0018 Mango 300ml 25.00       

19 Orange 250ml 20.0020 Guava 250ml 20.0021 Mix 250ml 20.0022 Apple 250ml 20.0023 Pineapple 250ml 20.0024 Mango 250ml 18.00       

25 Mango 200ml 15.00

PlaceRasna Company is a very strong distribution network. Rasna Company has 35 depots, 2500 stockiest, 1.8 million retail outlets and a strong sales force. Rasna Company is following a different distribution channel according to the market condition. Rasna Ju-C is a product of Rasna Company so this provided a strong distribution and market for Rasna Ju-C.

PromotionRasna Ju-C is a positioned in a market as a healthy drink concentrate. Rasna Ju-C launched by a famous boll wood actress Karishma Kapoor and the new Rasna girl Avan Khambatta the daughter of Rasna Chairman. Rasna Ju-C is a introducing stage in today time. Rasna Ju-C not promoted in today time through a TV ads. Rasna Ju-C is trying to capture a all of the kids and teenage people.

16

Competitive analysis In our research we are also include a competitive analysis so firstly I am defined what competitor’s analysis. Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats.There are many of the players are available in a market. There are some major players are available in a market such as Pepsi with its brand Tropicana, Dabur foods with its brand Real, Coca Cola India with its brand Maaza etc. There we are including a some of the leading manufacturing food beverages company in India.

Company Brand FlavorsParle Agro Frooti

Appy

Mango, Guava, Pineapple, Strawberry & OrangeApple

PepsiCo Ltd TropicanaSlice

Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato mixed fruit, Litchi, Orange & Guava.

Dabur RealReal Active

Grape, Guava, Orange, Pineapple, Tomato mixed fruit, Litchi, Mango, orange, Apple.

Godrej Foods JumpinReXs

Orange & Apple

Coca Cola Maaza Mango

There are many of the competitors are available in a market. Dabur is a biggest player in juice market. Dabur are available in a two brands Real and Real Active. Dabur is a 55% of market share. PepsiCo is a second largest competitor with a 30% of share. There are some others players are available in a market such as Parle, fresh Gold, Godrej, Frooti, Appy, Mazza, Minute Maid, Slice, Fresh gold etc. As per the studies, the most of the person are preferred an individual pack because it is convenient and easy to carry and consume. Tetra Packs are most popular among manufacturers as well as consumers. Some of the companies are offering an also offering their products in Tins and PET bottles.

Dabur Real Fruit Juice in 9 Flavors

Dabur flagship brand Real fruit juice is a market leader in the packaged fruit juice category. Real

was launched in 1996 and the brand has carved out niche for itself by claiming to be the only

fruit juice in packaged form that is 100% preservative free. Real with a market share of 55%

17

offers its consumers the largest range of 9 juices that comprise orange, mango, pineapple, mixed

fruit, grape, guava, tomato, litchi and cranberry.

Real Junior, available in 125 ml packs, targets children below six years. It has two favorite

flavors of mango and apple enriched with calcium. Real Active, 100% fruit juice with no added

sugar, gives the goodness of fruit without adding extra calories. Today it is available in orange,

apple, and orange-carrot variants. Real Active orange carrot juice, India’s fist packaged

vegetable juice, is a combination of juicy orange and sweet carrots.

Dabur Food producers around 50 million liters of juice annually through its state-of-the-art

facility at Birganj, Nepal. In august 2004, the company commissioned a multi-fruit processing

facility in Siliguri, in West Bengal, set up by Pasadena Foods, a wholly owned subsidiary of

Dabur Foods Ltd. Spread over 11 acres and geared to process 150 tons of fruit per day, it has the

capacity to produce 192 tons of pulp/concentrate. The plant procures fruit worth Rs 6 Crore from

West Bengal, North-East, Bihar, Uttar Pradesh, Maharashtra, and Andhra Pradesh. It has the

highest capacity utilization by processing pineapple, litchi, guava, mango and grape round the

year.

Godrej Xs Fruit Juice

Xs range of fruit nectar has more fruit making it thick and tasty. Also the vitamins and

carbohydrates present in it provide extra energy for fit and healthy living. Available in orange,

litchi, mango, and pineapple flavors, Xs comes in tetra Pack of 200 ml and 1000ml.

Pepsi’s Tropicana

Pepsi’s Tropicana brand fruit juice has registered double digit growth and has outpaced the

growth off the packaged fruit juices market in India. India is a very important market for

Tropicana and is among the top 10 biggest markets for the brand. The company sources orange

juice concentrates from Brazil. Tropicana is available in orange, apple, grape and cranberry

flavors and a cocktail in Ruby red. They come in Tetra packs of one liter and PET bottles of 500

ml and one liter.

18

Competitors of Rasna Ju-C

19

Review of Literature

Consumer Behavior by Leslie Lazar and Schiffman: The authors suggested consumer behavior as individual differs as from group. The family decision for a purchase decision is entirely different from individual decision making. The authors discussed various variables that affect consumer purchase decision. The book focused on family life cycle and various needs of consumer during different life stages. The family decision making process as a group decision making is elaborated and it is recommended to segment the market according to family need hierarchy.

Factor affecting consumer behavior

There are four factors affecting consumer behavior-

1. Cultural factor

2. Social factors

3. Personal factors

4. Psychological factors

1. Cultural factors-: The set of basic values perception wants and behaviors learned by a

member of the society from family and other important institutions.

20

a) sub- culture – A group of people which share value system based on common life experiences

and situation.

B) Social class- Relatively permanent and order divisions in the society whose members shares

similar values, behavior & interest.

2. Social factors – A consumer behavior also is influenced by social factors such as the

consumers small groups, family& social roles.

A) Group- two or more people who interact to accomplish individual or mutual goals.

B) Family- family members can strongly influence by a buyer behavior. Family is the most

important buying organization in society and it has been researched extensively marketers are

interested in the role and influence of the husband wife and children on the purchased of

different products & services.

C) Role and status- a person belongs to many groups – family clubs and organizations. The

persons positions in a each groups can be defined in terms of both roles and status. A role

consists of the activity people are expected to perform according to the persons around them.

3. Personal factors-a buyer’s decisions also are influenced by personal characteristics such as

the buyer’s age & life cycle stage, occupations, economics situation, lifestyle and personality and

self concept.

A) Age and life cycle stage - people change the goods and services they buy over their lifetimes.

Marketers often define their target markets in terms of life-cycle stage & develop appropriate

products and marketing plans for each stage.

B) Occupation- a person’s occupation affects the goods and services bought. A company can

even specialize in making products needed by a given occupational group.

C) Economic situation – a person’s economic situation will affect product choice. Marketers of

income- sensitive goods watch trends in personal income, saving and interest rates.

D) lifestyle- a person’s pattern of living can be expressed in his or her

21

Activities-(work, hobbies, shopping, sports, social)

Interests-(food, fashion, family, recreation)

Opinions–(about themselves, social issues, business, product)

4. Psychological factors- A person’s buying choices are further influenced by four major

psychological factors: motivation, perception, learning& beliefs and attitudes

A) motivation-a person has many needs at any given time .some are biological arising from

states of tension such as hunger ,thrust, or discomfort .a need becomes a motive when it is

aroused to a sufficient level of intensity.

B) Perception-a perception is the process by which people select, organize and interpret

information to form a meaningful picture of the world.

C) Learning-learning describes changes in an individual’s behavior arising from experiences.

Learning occurs thorough the interplay of drives, stimuli, cues, responses.

D) Belief &attitudes-belief is a descriptive thought that a person has about anything. Belief may

be based on real knowledge, opinion, and faith. Attitude describe a person’s relatively

consistence evaluations, feelings &tendencies toward an object

22

Research Methodology

I am conducting a primary and secondary research. Primary research we are using a questionnaires. Secondary research we are collecting a data through internet, books, articles and some other previous surveys. Primary data we are collecting in Bhopal, Madhya Pradesh. The study is conducted over 100 people with the questionnaires methods.

Broadly two types of methodologies here,

1. Qualitative Data 2. Quantitative Data

Qualitative research is most appropriate when:-

1. Qualitative research we are involve small group of people.2. Qualitative research we are collect real information.3. We are looking for a flexibility to move between subject dependent on how participant

react.4. We are attempting to determine strengths of feelings of a certain topic.5. We are trying to seek the connections between issues.

Quantitative research is most appropriate when:-

1. Large number of respondents needs to involve in the research.2. Quantitative research needs to cover different subject.3. It is important to have robust statistical figure.4. It is important to comparison data between different groups.5. It is important to evaluate performance against others.

(Kothari, 2007)

There are two types of data that can be used for a research.

23

a. Primary Datab. Secondary Data

Primary Data

Primary data collected by a researcher. Primary data collected by different tools such as

questionnaires, personal interview, experimental and observational study. . Primary data were

collected by me at different places of Bhopal (Madhya Pradesh). I prepared a questionnaire

which consisted of 8 questions. I visited different places to get their feedback about the product.

Basically I tried to know how many people were there who even know about this product

because most of them were unaware of this product. During the survey I visited new market, TT

Nagar, Indrapuri, MP Nagar, Piplani, Habibganj, 10 no. Market etc. I visited around a 500 retail

shop to get feedback because almost all of the shopkeepers have denied filling any kind of form

so I got their views only by the conversation. They were having so much complains regarding to

supply and demand.

Secondary Data

Secondary data collected by someone else. Secondary data collected by different tools such as

censuses, surveys etc. Secondary data are collected from different secondary sources of

information Source of secondary data are the books, magazines, internet, television, news papers.

There is no particular or specific book where the complete information about consumer behavior

for fruit juices is available. In this case the information from different books is collector and

assimilated according to the study objective.

Sampling

We are collecting a data through a questionnaire. Our study we are included a 100 people. This

survey is a conducting in the context of retailers and consumer of Rasna Ju-C in Bhopal city.

Sampling DesignThe researches design in 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 of Bhopal city able to satisfy their retailers and consumer.

The population for this research was stratified before sampling first by category of user or originator and then by size. There were three primary strata in the design:

24

• Shops, Supermarkets etc.

• Individuals/Customers

Data Collection Primary and Secondary data was collected. Documents, Presentation Slides and literature were also obtained for review. Data gathered included the origin, technology, objectives and current performance.The survey questionnaires focused on types of different fruit juice brand, flavors and knowing a consumer behavior.

(Khan, 2007)

Questionnaires

We are conducted a survey on competitive analysis and consumer behavior. Where our main focus knows a consumer behavior, taste. We are included some sample question here.

1. Demographic- Age, Sex etc.2. Second part we are included some basic questions.

I am included a some of the questions here 1- Which flavor of juice do you generally prefer?2- How much juice do you consume on an average in a month?3- What pack size of the juice do you prefer to consume?4- Which Rasna Ju-C flavor did u try?5- What amongst the following is your favorite juice brand?

Validation of Data Received from Participants We are collecting a data from primary sources whenever possible. We are reviewed a response for consistency. In addition we are included some secondary data for our research. We are study a different of research report for understanding electronic payment system.

25

Data Analysis, Results and Interpretation

We are collecting a data for 100 respondents for our report. We are interoperating a data through a pie chart and Diagrams.

1- Gender

Male 62%

Female 38%

26

Male62%

Female38%

Interpretation- In this study 62% male and 38% female respondent are part of my target population and they help me to fulfill my questionnaire from different area of Bhopal city.

2- Which age group do you belong to?

Below 16 years 6 %

16-25 years 24 %

25-40 years 53 %

Above 40 years 17 %

27

Interpretation- In this study 6% of respondent are of below 16 years, 24% respondent are between 16-25, 53% respondent 25-40 and 17% respondent are above 40.

3- Which flavor of juice do you generally prefer?

Orange 65

Apple 2

Pine Apple 1Mango 67Litchi 5Guava 10Mix Fruit 6Any other 3

28

Below 16 years6%

16-25 years24%

25-40 years53%

above 40 years17%

Orange Apple Pine Apple Mango Litchi Guava Mix Fruit Others0

10

20

30

40

50

60

70

80

Orange; 65

Apple; 2 Pine Apple; 1

Mango; 67

Litchi; 5Guava; 10

Mix Fruit; 6Others; 3

Interpretation- In this study most of the respondent are like a Orange and mango flavor in juice.

4- How much juice do you consume on an average in a month?0-3 Liters 50

4-6 Liters 29

7-9 Liters 14

10 and above Liters 7

29

Interpretation- In this study 50 % of the person are consumed a 0-3 liters fruit juice in per month, 29% consumed a 4-6 liters, 14% consumed a 7-9 liters and 7% users are consumed a 10 and an above of fruit juice in monthly.

5- What pack size of the juice do you prefer to consume?

Individual 57

Family 43

30

0-3 Liters50%

4-6 Liters29%

7-9 Liters14%

10 and above Liters7%

Individual57%

Family Pack43%

Interpretation- In this study 57% of person prefers a Individual pack or small pack and 43% person are prefer a Family pack.

6- Which Rasna Ju-C flavor did u try?Orange 46

Apple 1

Pineapple 2

Mango 48

Mixed Fruit 1Guava 2

31

Orange46%

Apple1%

Pineapple2%

Mango48%

Mixed Fruit1%

Guava2%

Interpretation- In a sampling and market research work 48% people are taste a mango flavor, 46% tastes an Orange flavor, 2% are trying a guava and pineapple flavor and 1% respondent are trying a mixed fruit and apple flavor.

7- Did you like the taste?

Yes 85

No 15

32

Interpretation- In the sampling work 85% person are like a Rasna Ju-C and only 15% person are dislike a Rasna Ju-C.

8- Would you like to buy the same?

Yes 85

No 15

33

Yes85%

No15%

Yes85%

No15%

Interpretation- according to the consumer feedback 85% say that they are preferred a buying to Rasna Ju-C.

9- What amongst the following is your favorite juice brand?

Real 25Tropicana 42Fresco 25Rasna Ju-C 2

34

Any Other 6

Real Tropicana Fresco Rasna Ju-C Any other0

5

10

15

20

25

30

35

40

45

25

42

25

2

6

Interpretation- According to the survey 42% person are like a Tropicana, 25% Like Real, 25% Fresco and 8% like a some other product.

10- What is your favorite flavor of the above?Orange 31

Apple 3

Pine Apple 3

Mango 58

Guava 2

35

Mix Fruit 3

Orange31%

Apple3%

Pineapple3%

Mango58%

Guava2%

Mix Fruit3%

Interpretation- According to the survey we are find that58% person preferred a Mango, 31% prefer an Orange and rest of the person are prefer an other brands.

Findings

Our research we are finding that mango and orange is most favorite flavor in juice. 50 % of people are 0-3 liters consumption in monthly. 57% of the people prefer an Individual pack and 43% people prefer a family pack. 85% of the people are like a Rasna Ju-C. Tropicana, real and fresco is a major competitors of Rasna Ju-C.

36

Conclusion The objectives of this study are to analyze the consumer behavior with respect to Rasna Ju-C. Tropicana, real, Saint, Fresh gold etc are the brand which I taken into consideration for study. The trough study based on the consumer behavior analysis which serves a great idea regarding consumer perception. In order to satisfy themselves consumer perceive many things before buying which are analyzed in this research project is obtained. The whole study satisfies the objectives of the study. After conducting the survey and analysis the data collected, it can be concluded that:-

Most of the person preferred a mango and orange flavor.

42% person are liked Tropicana in Bhopal city.

According to the study today time person are preferred a brand and quality of the product.

Limitations

The sample we have considered is very low. The sample may not represent the entire population. We followed the judgmental sampling, so the results may be biased. Reliability of study depends on the honesty of the respondents. Many of the respondents were busy in their work so they have not given proper time to

answer the question. So sample size remained small. Best efforts were made to consider all important variables of the study. Chance of some

of the variable not appearing in the study is also there. Shortage of time is also reason for incomprehensiveness.

Recommendations

Company will be not sold an expiry product its creates a negative image of the company. Company should be a need to supply a product in timely. Company executives will be a need to visit the counter on monthly basic. Company

executives should take the feedback from the dealer about the service of the salesman and the distribution.

More and more research should we made to find new segment & more profitable market for the product.

37

Sometime absence of stock annoys retailers, so company will be a need to maintain a

availability of product.

Reference

Kotler, Philip. “Marketing Management” Prentice Hall of India Edition- 9 Ramaswami, V.S. and Namakumari, S. “Marketing Management” Macmillan, Edition 2. Rasna soft drink and beverages- healthy and nutrition instant soft drink and beverages

from India 2014. [ONLINE] Available at: http://www.rasnainternational.com/ [Accessed 12 July 2014].

38

Rasna enters ready-to-drink beverages segment- The Hindu 2014. Rasna enters ready-to-

drink beverages segment- The Hindu [ONLINE] available at: http://thehindu.com/business/industery/rasna-enters-readytodrink-beverages-segment/article4670247.ece. [Accessed 12 July 2014].

Rasna forays into ready-to-drink fruit beverages| Business standard news. 2104 [ONLINE] Available at http://www.business-standard.com/article/companies/rasna-forays-into-ready-to-drink-fruit-beverages-1130430008831.html. [Accessed 13 July 2014].

Leading beverages companies in India 2014. Leading beverage companies in India. [ONLINE] Available at: http://business.mapofindia.com/food-industery/beverages/ [Accessed 15 July 2014].

Indian Beverage Association 2104. [ONLINE] Available at: http://www.in-beverage.org/ [Accessed 17 July 2014].

Beverages industry to grow at 16.5-19% report- live mint 2104. [ONLINE] Available http://www.livemint.com/industery/nycvxl2ex9nzgwe3zxpsk/beverages-industery-togrow-at-16519-report.html. [Accessed 17 July 2014].

Tropicana- 100% pure squeezed Florida sunshine. 2104. [ONLINE] Available at http://www.tropicana.com/ [Accessed 18 July 2014].

Questionnaire

Name_______________ Place_____________

Which Age group do you belong to?

Below 16 years 16-25 years

39

25-40 years Above 40 years

What is your gender?

Male Female

1. Which flavor of juice do you generally prefer?( You can choose more than 1)

Orange Apple Pine Apple Mango Litchi Guava Mixed Fruit Others__________________(Please Specify)

2. How much juice do you consume on an average in a month?

0-3 litres 4-6 litres 7-9 litres 10 and above litres

3. What pack size of the juice do you prefer to consume? Individual(200/250 ml) Family(1 Lt)

4. Which Rasna Ju-C flavor did u try?

Orange Apple Pine Apple Mango Mixed Fruit Guava

5. Did you like the taste? Yes No

If No, why? _____________________________________________________6. Would you like to buy the same?

Yes No

7. What amongst the following is your favorite juice brand?

Real Tropicana Fresco Others_________________

Rasna Ju-C

8. What is your favorite flavor of the above? ______________________

40