“A Comparative Study of Rasna Ju-C in relation to other competitors: Understanding Consumer Behaviour Approach in Bhopal city”
Rishabh Shukla
Beverage is any potable liquid with or without alcohol that may satisfy thirst or hunger, or may even provides pleasure to the drinker.
The group of product categories that includes Tea, Coffee, Cocoa, Still and Carbonated Beverages, Alcoholic Products, Vegetable Drinks, Alcoholic Industry, Alcoholic Mixers, Isotonic Beverages, Bottled Waters, Milk Based Beverages, and Belly wash.
Growing at a CAGR of about 35 percent annually.Non-carbonated markets are growing at a double-digit growth rate.
http://timesofindia.indiatimes.com
Introduction to the Industry
Contd.Branded fruit beverage market in India is estimated to be
worth Rs. 1,100 crore. (nectars, drinks and juices combined)
The juice and juice drink category is among the fastest growing segments.
Fruit drinks as a category is growing at 15 per cent, carbonated soft drinks are growing at 6-8 per cent.
It’s the fastest growing liquid beverage category.
More than 90 % of sales happen through the unorganized route - juice centers, street corner shops and so on.
Chairman & M.D. : Mr. Piruz Khambatta
Establishment Year : 1984 Nature of Business : Manufacturer &
Exporters
Rasna is a soft drink concentrate brand owned by Pioma Industries which is based in Ahmadabad, India. Rasna claims 92.7% market share in non carbonated
soft drinks concentrate powder.www.rasnainternational.com
Company overview
Rasna Ju-CRasna 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 liters.
Rasna Ju-C available in orange, mango, guava, apple, pineapple, mix fruit and lemon flavors.
Project ObjectiveTo study the consumer behavior and
satisfaction level toward the Rasna Ju-C and other brand.
To comparison between Rasna Ju-C and different brands.
To study the brand awareness towards the Rasna Ju-C and other brands.
Theoretical Framework and BackgroundWhat is consumer behavior- Buying behavior
is the decision process and acts of people involved in buying and used product.
Factor influenced a consumer buying behavior
1- Cultural 2- Social 3- Personal 4- Psychological.
www.market&research.com
Contd.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.
Research Methodology
Research Methodology- Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how the research is done scientifically.
Research Design- DescriptiveData Collection Primary - The primary data is collected by a
structured questionnaire. Secondary- Internet, E-Journals etc.Size of Sample- 100
Data Analysis, Results and InterpretationGender
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.
Male62%
Female38%
Age
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.
Below 16 years6%
16-25 years24%
25-40 years53%
above 40 year
s17%
Monthly consumption (Average)
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.
0-3 Liters50%
4-6 Liters29%
7-9 Liters14%
10 and above Liters7%
Pack size of the juice generally preferred by a consumer
Interpretation- In this study 57% of person prefers a Individual pack or small pack and 43% person are prefer a Family pack.
Individual57%
Family Pack43%
Favorite flavor preferred by a consumer
Interpretation- In this study 58% person like a Mango flavor, 31% like a Orange flavor and rest of the like a some other flavor.
Orange31%
Apple3%
Pineapple3%
Mango58%
Guava2%
Mix Fruit3%
The juice which consumers prefer
Interpretation – 38% prefer a loose juice and 62% like a packed juice.
Loose 38%
Packed62%
Factor affect a consumer buying behavior
Interpretation- 46% preferred a brand, 31% preferred a taste, 19% preferred a price and 4% preferred a others.
Price19%
Taste31%
Others4%
Brand 46%
Factor
Competitors Analysis
Interpretation- 42% person are like a Tropicana, 25% Like Real, 25% Fresco and 8% like a some other product.
Real Tropicana Fresco Rasna Ju-C Any other0
5
10
15
20
25
30
35
40
45
25
42
25
2
6
Liking of flavors of Rasna Ju-C
Interpretation- 85% of the person are like a Rasna Ju-C flavors.
Like85%
Dislike15%
Conclusions 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 of the projectMany 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 are also their.
Shortage of time is also reason for incomprehensiveness.
Recommendations
Company will be not sold a expiry product its creates a negative image of the company.
Company should be a need to supply a product in timely.
Referencingwww.euromonitorinternational.com as on
09/07/2014www.indiainfoline.com as on 10/07/2014www.rasnainternational.com as on
10/07/2014www.datamonitor.com as on 10/07/2014www.iift.edu.in as on 10/07/2014
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