Beruflich Dokumente
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REPORT
ON
Comparative study between fruit juice brands in Dehradun
city with special context of Tropicana and real fruit juice brand
AT
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
LOVELY PROFESSIONAL UNIVERSITY PHAGWARA
I Mohd Ashad declaring that all the information given in this report is correct and all the
data is given by me in this report are true as far as I know.
I am also declaring that all the work in this report is my real work
and I did not copy it from anywhere.
Mohd Ashad
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.
MBA
This is to certify that the project titled “Comparative 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.
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.
(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.
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 for
data 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.Pavan
Gaur (M.E.) Dehradun. I have been allocated the area for survey in Dehradun and collect the
data.
Juice is the liquid that is naturally contained in fruit or vegetable tissue. Juice is prepared by
mechanically squeezing or macerating fresh fruits or vegetables flesh without the application of
heat 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 or
electric juicers. Many commercial juices are filtered to remove fiber or pulp, but high-pulp fresh
orange juice is a popular beverage. Juice may be marketed in concentrate form, sometimes
frozen, requiring the user to add water to 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. Common
methods for preservation and processing of fruit juices include canning, pasteurization, freezing,
evaporation and spray drying .
Labeling
Most nations define a standard purity for a beverage to be considered a "fruit juice." This name is
commonly reserved for beverages that are 100% pure fruit juice. In the United Kingdom the
name of a fruit or fruits followed by juice can only legally be used to describe a product which is
100% fruit juice, as required by the Fruit Juices and Fruit Nectars (England) Regulations and the
Fruit Juices & Fruit Nectars (Scotland) Regulations 2003. However a juice made by
reconstituting concentrate can be called juice. A product described as the "nectar" of a fruit must
contain 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 the
Regulations 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 USA fruit
juice can only legally be used to describe a product which is 100% fruit juice. A blend of fruit
juice(s) with other ingredients, such as high-fructose corn syrup, is called a juice cocktail or juice
drink. According to the Food and Drug Administration (FDA), the term "nectar" is generally
accepted in the U.S. and in international trade for a diluted juice to denote a beverage that
contains fruit juice or puree, water, and which may contain artificial sweeteners. In New Zealand
and Australia particularly (and others) juice denotes a sweetened fruit extract, whereas nectar
denotes a pure fruit or vegetable extract. Fruit juice labels may be misleading, with juice
companies 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, sugar
content is listed with other carbohydrates on labels in many countries. Some carbonated
Health effects
Juices are often consumed for their perceived health benefits. For example, orange juice is rich in
vitamin C, folic acid, potassium, is an excellent source of bio available antioxidant
phytochemicals and significantly improves blood lipid profiles in people affected with
hypercholesterolemia .Prune juice is associated with a digestive health benefit. Cranberry juice
has long been known to help prevent or even treat bladder infections, and it is now known that a
substance in cranberries prevents bacteria from binding to the bladder. The high sugar content of
fruit juices is often not realized—many fruit juices have a higher sugar (fructose) content than
sweetened 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 in
recent years, probably due to public perception of juices as a healthy natural source of nutrients
and increased public interest in health issues. Indeed, fruit juice intake has been consistently
associated with reduced risk of many cancer types, might be protective against stroke and delay
the onset of Alzheimer's disease. The perception of fruit juice as equal in health benefit to fresh
fruit 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 increased
incidence of type II diabetes. High consumption of juice is also linked to weight gain, but fruit
juice consumption in moderate amounts can help children and adults meet daily
recommendations for fruit consumption, nutrient intake and calories.
The above mentioned list consists of the brands noticeable in metros and as such there are a large
number 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 be
categorized in terms of product content and there are three major product contents available.
The canned juice market initially covered brands like NAFED, Noga, Midland, Gold Coin and
Druk. These were fruit juices and nectars and not drinks. But they did not make a mark in the
Market segmentation
There has been no general acceptance of the product forms in the fruit beverage market. The
consumer is basically concerned if it is a fruit juice or synthetically constituted product. Product
segmentation, therefore, should be clearly delimited. Under the fruit drinks the first segmentation
is between real fruit drinks and 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 taste preferences
could be another way to define the market. The market is at present also segmented on the basis
of fruit pulp content. For the purpose of segmentation, on the basis of fruit pulp content. For
the purpose of segmentation, on the basis of fruit pulp content, market can be segmented as:
Fruit juice with pulp content more than 80%. Brands falling in this category are Onjus, Real,
Tropicana, etc.
Fruit Nectar with pulp content between 40% to *0%. Life and X‘s come in this category.
Fruit Drinks with pulp content less than 40%. Frooti and Jumpin are the popular brands in this
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 be
the health-conscious segment.
Second benefit is thirst quenching, so the other segment could be those buying the drink or
nectar for satisfying the thirst. Another very broad segmentation can be on the type of situation
in which the drink or nectar is 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 and target
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 consumption
The women 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‘s teens are the
most health conscious and put in lots of efforts to be healthy. So even they are an important
target audience.
In- home consumption:
Substitute
Fruit juice companies have to face a two level competition i.e. on the first level with the
substitutes and the then the players within the industry. The ‗sip war‘ is comprised of the
following players with respect to India.
· Soft Drinks (both carbonated and Non- carbonated soft drinks) Soft Drinks are divided into
carbonated and Non- carbonated drinks. While Cola, lemon and oranges are carbonated drinks
mango drinks come Noncarbonated category.
· Flavoured Milk (energy, N-Joy etc.) Just like fruit drinks Flavoured milk is also positioned on
the health platform. Companies are trying to project it as a fun drink with added
flavours and innovative packaging.
DABUR
Dabur derived from Daktar Burman is India's largest Ayurvedic medicine manufacturer. Dabur's
Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body
conditions-from common cold to chronic paralysis.
History
The story of Dabur goes back to 1884, to a young doctor armed with a degree in medicine and a
burning desire to serve mankind. This young man, Dr. S.K. Burman, laid the foundations of what
is today known as Dabur India Limited. The brand name Dabur is derived from the words 'Da'
for ‗Daktar‘ or ‗Doctor‘ and 'bur' from Burman. From those humble beginnings, the company
has grown into India's leading manufacturer of consumer healthcare, personal care and food
products. Over its 125 years of existence, the Dabur brand has stood for goodness through a
natural lifestyle. An umbrella name for a variety of products, ranging from hair care to honey,
Dabur has consistently ranked among India‘s top brands. Its brands are built on the foundation of
trust that a Dabur offering will never cause anyone slightest of harm. The trust levels that this
brand enjoys are phenomenally high.
Pharmacy Company
Dabur India Limited is the fourth largest FMCG Company in India and Dabur had a turnover of
approximately US$ 750 Million (Rs. 3390.9 Crore FY 09-10) & Market Capitalisation of over
Dabur Foods that was set up in 1997 has brands like Hommade, Lemoneez and Capsico in its
basket. The Rs. 37 crore Dabur Foods ltd, a wholly owned subsidiary of Dabur India ltd ahs two
brands of juice in the market, they are;
· Real
· Real Active
For its Real brand, Dabur is focusing on increasing in home consumption by targeting mothers
and children. It is priced in the range of Rs. 60 to 65 [1 liter] and Rs 15 [200ml] except for
Guava 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 Active brand is targeted
towards fitness- crazy young consumers. The drink is positioned on the health plank. It was
launched towards the end of 2002. At the same time, the company plans to position Real Active
as its premium juice brand, while Real would be targeted at consumers belonging to socio
economic 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 a
turnover of Rs. 60 crore in the year 2001 -02, which is an increase of nearly 50%. According to
the company it ahs seen a growth of 44% in the financial year 2001-02 as compared to 34% in
2000- 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 company‘s
thrust is on increasing in-home consumption therefore they are mainly targeting the mothers and
children. However, the company has restricted its activities in the urban areas only and wishes to
fully consolidate markets in the cities before looking at the small towns and rural areas Dabur
Foods claims to be the market leader in the pure juice category such as Punjab, Delhi, Haryana,
etc.
History
Headquartered in Purchase, New York, with Research and Development Headquarters in
Valhalla, 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. Until
1997, it also owned KFC, Pizza Hut, and Taco Bell, but these fast-food restaurants were spun off
into 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 market
value for the first time in 112 years since both companies began to compete.
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 venture
marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo
bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was
The Pepsi operations in India are now the part of the new Asian division of PepsiCo Beverages
International formed by the merger of Pepsi Cola International, Tropicana and Gatorade, the
sports beverage company acquired from Quaker Oates. Earlier, India was one of the eight
business division of the beverage company that used to report to PepsiCo International in New
York directly. Now it reports to PepsiCo Beverage International Asia in Hong Kong. PepsiCo
Beverage International is a division of PepsiCo Inc. This move has been prompted by the need to
give greater regional focus to new products like Tropicana and Gatorade so that they become a
key element of the overall portfolio of the US beverage major. PepsiCo Inc. is one of the world‘s
largest food and beverage companies. The company‘s principle businesses include:
If that‘s not enough, Pepsi Foods is also aiming at customers with more exotic tastes with an
orange-apple combination and a tropical fruit fusion drink (a mix of mango, guava, pineapple,
orange and apple juices).
Dabur and Pepsi Foods aren‘t the only companies that are moving into overdrive in the juice
business. As Indians take bigger swigs than ever before of packaged juices a slew of companies
are 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 by flooding
it with new fruit beverages. ―It‘s 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 now
racks filled with fruit juices, nectars and drinks (the difference lies in the pulp content — juices
are 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 recently
launched the Safal brand of juices. Safal is currently available in orange, mixed fruit, grape and
an 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 (which
earlier 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. New
entrants 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 brand
of 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 company
may try again either this year or the next.
What‘s 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 market
today) has grown at a 20 per cent to 25 per cent rate. Obviously, some segments are doing better
than others. Fruit-based milk drinks (market size Rs 20 crore to Rs 25 crore) like N-joi are
currently stagnating. But fruit-based soya milk, another emerging segment reckoned to be worth
about Rs 15 crore to Rs 20 crore is expected to grow rapidly. Godrej, which recently launched
the Sofit brand, is experimenting with this market for the second time. Ten years back, its soya
milk brand Great Shakes failed miserably because of its taste.
Soft carbonated drinks (colas) grew 17 per cent in 2002 but fell 15 per cent in 2003. Says Alaka
Bhosle, marketing consultant with ad agency Percept H, ―It‘s one of the key factors that has led
to the kind of growth that we have seen in the last year. But this growth will continue since
consumers are now hooked on.‖
―What also made the market work is the fact that tetrapaks offered a solution to provide fruit
juice practically fresh and preservative free,‖ says M P Pusalkar, executive director & president,
Godrej Industries, Foods Division. The proliferation of supermarkets and malls in metros and
mini-metros (key markets for this category), added to the growth story as well. And then there is
the income factor.
The other factors that have helped are the different pack sizes that players started offering in the
last 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 and
packs are aimed at getting more consumers to try the new product, and in turn increase the
consumer 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 Dabur‘s Sharma, ―Consumers
perceive this as the next best thing to having a fresh fruit. Convenience is no longer the selling
point, the naturalness is.‖
Everyone now has big plans for the future. Dabur, which currently has a 55 per cent market
share, wants to launch more Indian fruits and even fruit and vegetable juice combinations in the
near future. It is also trying to bring down prices. So, it has launched Coolers 15 per cent cheaper
than Real because it has a lower pulp content. And by setting up a food processing plant in
Siliguri, West Bengal, Sharma says Dabur will source fruits directly from farmers and cut down
raw 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 including
combinations by year end. Parle Agro, which has been experimenting with sugarcane juice for
sometime now, has launched mango Frooti in 65 ml packs in Pune, Gurgaon and Mumbai for Rs
5. A year back, it extended the Frooti brand into pineapple and orange variants as well as
launching it in 250 ml and one litre PET bottles.
Pepsi‘s Tropicana has tied up with equestrian sports and polo clubs to build bridges with the
well-heeled young adults. Its recent sampling exercise included an interactive quiz reaching out
to 200,000 students from 150 schools in Delhi. But the big issue is that they are all playing with
the same fruits. It has to be seen how longconsumers can sip the same concoctions.
JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 250ML 16.00 15.68
JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 200 ML 14.00 13.70
(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.
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 to
break up state monopolies and to privatize state assets. Analyses the Polish fruit industry in the
light 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 a
SWOT analysis of the industry, as a result of which makes recommendations for: increasing
growers' influence on exports; introducing a new wholesale marketing system; improving
processing 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 an
exporting 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 of
consumer awareness of the attributes of citrus fruit. Claims it is necessary to convert consumer
attitudes towards healthy eating into appropriate consumer behaviour. Hypothesizes that
consumer knowledge of some important attributes of fruit and vegetable products is low, and that
better informed consumers might make better informed purchasing decisions. Describes the
methodology 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) Notes
that 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 fruit
does not meet the evolving wants of key consumer groups. concludes fruit marketing
organizations must invest in research and development to produce strong consumer-orientated
proprietary products and, then, provide them with the promotional support that premium
products warrant if they are to survive and prosper in markets which will come under increasing
competitive pressure in the next decade and century. Rosemary Duff (1999) This paper
discusses the findings of a market research programme carried out by SMRC ChildWise on
behalf of Tetra Pak UK Ltd, examining use of and attitudes to soft drinks among children and
mothers. This is a product field of increasing interest to children as they grow, and their
appreciation develops from being totally product-focused, to include packaging and then brand
considerations. The research examined behaviour across the key drinking occasions that make up
the child‘s day, looking in detail at drinks consumed at school. It is at school that a child‘s
freedom of choice develops, and awareness of peer group influences becomes increasingly
important. Children are highly receptive to new brands and flavours, but also demand
professional 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 information
linking product quality with consumer behaviour. This case study of the emerging persimmon
industry in Australia and New Zealand demonstrates how adopting a supply chain orientation
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 of dehradun 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:
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.
Data source
Both Primary and Secondary source of data would be used .The major type of information is
used from primary data.
For retailer
Null hypothesis-
/MISSING ANALYSIS.
CONSUMER SATISFACTION
Sum of
Squares Df Mean Square F Sig.
Total 2058.406 95
Interpretation:
As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis
formulation which came out with the following results:
/MISSING ANALYSIS.
/POSTHOC = SCHEFFE ALPHA (.05).
ANOVA
CONSUMER SATISFACTION
Sum of
Squares df Mean Square F Sig.
Total 2058.406 95
H0-age group has no effect on CONSUMER H1- age group has a great significance on
satisfaction 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 age group on CONSUMER
satisfaction , we came up with conclusion that the significance level is greater than the
alpha value(.867 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower
significance of age group on CONSUMER satisfaction.
/MISSING ANALYSIS.
/POSTHOC = SCHEFFE ALPHA (.05).
ANOVA
CONSUMER SATISFACTION
Sum of
Squares Df Mean Square F Sig.
Total 2058.406 95
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:
/MISSING ANALYSIS.
/POSTHOC = SCHEFFE ALPHA (.05).
ANOVA
CONSUMER SATISFACTION
Sum of
Squares df Mean Square F Sig.
Total 2058.406 95
H0-Preferred channel has no effect on consumer H1- Preferred channel has a great effect on
satisfaction 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:
/MISSING ANALYSIS.
/POSTHOC = SCHEFFE ALPHA (.05).
ANOVA
CONSUMER SATISFACTION
Sum of
Squares df Mean Square F Sig.
Total 2058.406 95
H0-product quality has no effect on consumer H1- product quality has a great significance on
satisfaction 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 product quality on consumer
satisfaction , we came up with conclusion that the significance level is less than the
alpha value(.024 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater
significance of product quality on consumer satisfaction.
/MISSING ANALYSIS.
/POSTHOC = SCHEFFE ALPHA (.05).
ANOVA
CONSUMER SATISFACTION
Sum of
Squares df Mean Square F Sig.
Total 2058.406 95
Interpretation:
As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis
formulation which came out with the following results:
/MISSING ANALYSIS.
RETAILER SATISFACTION
Sum of
Squares Df Mean Square F Sig.
Total 2058.406 95
H0-Time of selling has no effect on retailer H1- Time of selling has a great effect on retailer
satisfaction 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 Time of selling on retailer
satisfaction , we came up with conclusion that the significance level is less than the
alpha value(.004 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater
significance of Time of selling on retailer satisfaction.
/MISSING ANALYSIS.
/POSTHOC = SCHEFFE ALPHA (.05).
ANOVA
RETAILER SATISFACTION
Sum of
Squares df Mean Square F Sig.
Total 2058.406 95
H0-Source of information has no effect on H1- Source of information has a great effect on
retailer satisfaction 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:
/MISSING ANALYSIS.
/POSTHOC = SCHEFFE ALPHA (.05).
ANOVA
RETAILER SATISFACTION
Sum of
Squares df Mean Square F Sig.
Total 2058.406 95
H0-Parameters has no effect on retailer satisfaction H1- Parameters 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:
/MISSING ANALYSIS.
/POSTHOC = SCHEFFE ALPHA (.05).
ANOVA
RETAILER SATISFACTION
Sum of
Squares Df Mean Square F Sig.
Total 2058.406 95
H0-Information of scheme has no effect on retailer H1- Information of scheme has a great effect on
satisfaction 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 retailer
satisfaction , we came up with conclusion that the significance level is greater than the
alpha value(.219 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower
significance of information of scheme retailer satisfaction.
/MISSING ANALYSIS.
/POSTHOC = SCHEFFE ALPHA (.05).
ANOVA
CONSUMER SATISFACTION
Sum of
Squares Df Mean Square F Sig.
Total 2058.406 95
H0-product quality has no effect on retailer H1- product quality has a great effect on retailer
satisfaction 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 retailer
satisfaction , we came up with conclusion that the significance level is less than the
alpha value(.035 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater
significance of product quality on retailer satisfaction.
/MISSING ANALYSIS.
/POSTHOC = SCHEFFE ALPHA (.05).
ANOVA
CONSUMER SATISFACTION
Sum of
Squares Df Mean Square F Sig.
Total 2058.406 95
Interpretation:
As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis
formulation which came out with the following results:
A) Male B) Female
Percentage 70 30 100
30%
70%
INTERPRETATION:-
In this study 70 % male and 30% female respondents are part of my target population and they
help me to fulfill my questionnaire from different area of Dehradun city.
30% 10%
60%
INTERPRETATION:-
In this study 10% respondents are of below 18 age ,60% respondents are between 18-25 and 30%
respondents are above 25 .
Percentage 40 35 25 100
25% 40%
35%
INTERPRETATION:-
In this study 40% respondents are aware about Tropicana juice,35% are aware of Real and 25 %
of other. Maximum respondents are aware about Tropicana juice so Tropicana have a good
awareness in Dehradun city.
Percentage 30 35 20 15 100
15%
30%
20%
%
35%
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.
N of respondents 45 25 28 2 100
Percentage 45 25 28 2 100
2%
28%
25% 45%
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.
No of respondents 45 12 30 13 100
Percentage 45 12 30 13 100
13%
45%
30%
12%
INTERPRETATION:-
45% respondents are like to buy 200-250 ml. juice pack ,12% like 300ml. So small pack is
selling in big number in Dehradun city.
Tropicana real Mazza slice appy frooyi Mangola Pulpy twiter other
o.
No. of
respondents
18 1 2 3 4 5
12 2 1 3 4 5
16 3 2 1 4 5
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
percentage 35 20 5 15 20 5 100
5%
20%
INTERPRETATION:-
Most preferred channel for consumer is retail and general store.35% consumer expreessed that
they purchase fruit drink from retail and general store. Whereas 40% sales is contributed by the
super market and restaurant. Rest of the sales are from cine plexus, pan shop, travel etc.
A) Yes B) No
Yes no Total
No of respondents 65 35 100
Percentage 65 35 100
35%
65%
INTERPRETATION:-
According to this data 65% respondents are influencing through advertisement, 35% respondents
are not influencing through advertising.
TROPICANA
No of 15 20 55 10 100
respondent
percentage 15 20 55 10 100
REAL
No of 12 22 62 4 100
respondent
percentage 12 22 62 4 100
NO. OF 13 15 54 18 100
RESPONDENT
PERCENTAGE 13 15 54 18 100
INTERPRETATION:-
Most of 54% respondents are wants improvement in the taste of the Tropicana juice brand.
5%
50%
10%
35%
INTERPRETATION:-
50% respondents are selling the juice brand from last 1-2 years,35% are selling juice brand
from last 6-12 month and 10% are selling from last 6 months and 5% are selling from less than 6
months.
No. of 55 30 5 5 100
precentage
percentage 55 30 5 5 100
5% 5%
55%
30%
INTERPRETATION:-
55% retailers get information through distributors about juice brand,30% are know about the
brand through advertisement.
No. of 10 15 30 45 100
respondent
percentage 10 15 30 45 100
45% 15%
30%
INTERPRETATION:-
45% retailer are consider demand factor to take juice brand,30% are consider to cost. somewhat
consider to goodwill and service. but mostly demand and cost factor is consider by the retailers
to take juice brand.
Tropicana real Mazza slice appy frooyi Mangola Pulpy twiter other
o.
No. of
respondents
18 1 2 3 4 5
12 2 1 3 4 5
16 3 2 1 4 5
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
A) Yes B) No
Yes No Total
percentage 55 45 100
INTERPRETATION:-
55% retailers are receiving the regular information about new scheme. but 45% has not get
well.so mostly are receiving the regular information about new scheme.
TROPICANA
No of 15 20 55 10 100
respondent
percentage 15 20 55 10 100
REAL
No of 12 22 62 4 100
respondent
percentage 12 22 62 4 100
NO. OF 12 25 34 29 100
REPONDENTS
PERCENTAGE 12 25 34 29 100
NO. OF 8 45 23 24 100
REPONDENTS
PERCENTAGE 8 45 23 24 100
TROPICANA A) Yes B) No
REAL A) Yes B) No
TROPICANA
Yes No Total
No of respondent 40 60 100
persantage 40 60 100
REAL
Yes No Total
No of respondent 55 45 100
persantage 55 45 100
TROPICANA A) Yes B) No
REAL A) Yes B) No
Yes No Total
No of respondent 65 35 100
persantage 65 35 100
Yes No Total
No of respondent 40 60 100
persantage 40 60 100
TROPICANA A) Yes B) No
REAL A) Yes B) No
Yes No Total
No of respondent 75 25 100
persantage 75 25 100
Yes No Total
No of respondent 40 60 100
persantage 40 60 100
INTERPRETATION:-
45% retailers accept that price is best convenience for increasing the sales volume of Tropicana.
some are preferred to scheme and service. But price is the main factor which play a crucial role
in increasing the sales volume.
For consumer
In this study 70 % male and 30% female respondents are part of my target population and they
help me to fulfill my questionnaire from different area of Dehradun city.
In this study 10% respondents are of below 18 age ,60% respondents are between 18-25 and 30%
respondents are above 25
In this study 40% respondents are aware about Tropicana juice,35% are aware of Real and 25 %
of other. Maximum respondents are aware about Tropicana juice so Tropicana have a good
awareness in Dehradun city.
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.
45% respondents are like to buy 200-250 ml. juice pack ,12% like 300ml. So small pack is
selling in big number in Dehradun city.
Mostly respondents are give rank 1 to Tropicana, real ,slice, and Maaza, rank 2 has gone to real
and frooty and rank 3 is for Appy. Other give their response according to their taste. So I find
that Tropicana is like the most people and after that Real, Slice, Maaza etc.
Most preferred channel for consumer is retail and general store.35% consumer expreessed that
they purchase fruit drink from retail and general store. Whereas 40% sales is contributed by the
super market and restaurant. Rest of the sales are from cine plexus, pan shop, travel etc.
According to this data 65% respondents are influencing through advertisement, 35% respondents
are not influencing through advertising.
55% respondents are with Tropicana juice brand,20% accept that it is a poor brand but 62%
agree that real is a good juice brand. some people are not agree with real juice brand.
Most of 54% respondents are wants improvement in the taste of the Tropicana juice brand.
For retailer
On applying ONE WAY ANOVA for checking effect of Time of selling on retailer
satisfaction , we came up with conclusion that the significance level is less than the alpha
value(.004 < 0.05). Therefore rejecting NULL HYPOTHESIS due to greater significance
of Time of selling on retailer satisfaction.
On applying ONE WAY ANOVA for checking effect of Source of information on
retailer satisfaction , we came up with conclusion that the significance level is greater
than the alpha value(.772 > 0.05). Therefore accepting NULL HYPOTHESIS due to
lower significance of Source of information on retailer satisfaction.
On applying ONE WAY ANOVA for checking effect of parameters on retailer
satisfaction , we came up with conclusion that the significance level is greater than the
alpha value(.323 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower
significance of parameters on retailer satisfaction.
On applying ONE WAY ANOVA for checking effect of information of scheme retailer
satisfaction , we came up with conclusion that the significance level is greater than the
alpha value(.219 > 0.05). Therefore accepting NULL HYPOTHESIS due to lower
significance of information of scheme retailer satisfaction.
On applying ONE WAY ANOVA for checking effect of product quality on retailer
50% respondents are selling the juice brand from last 1-2 years,35% are selling juice brand
from last 6-12 month and 10% are selling from last 6 months and 5% are selling from less than 6
months.
55% retailers get information through distributors about juice brand,30% are know about the
brand through advertisement.
45% retailer are consider demand factor to take juice brand,30% are consider to cost. somewhat
consider to goodwill and service. but mostly demand and cost factor is consider by the retailers
to take juice brand.
Retailers are preferred to all juice brand to sale. But every retailer has their own choice to which
brand he/she sell most.
55% retailers are receiving the regular information about new scheme. but 45% has not get
well.so mostly are receiving the regular information about new scheme.
According to this data 62% retailers have given good rate for real juice service and 55% for
Tropicana. But rate poor and very poor retailers choice is also real juice instead of Tropicana.
then I find that Tropicana is the good in their service and its rate is also good.
According to this data retailers have complaint regarding service for both juice brand .but real
juice brand has complaints once in a week, Tropicana has fortnightly complaints .
40% retailers are call distributor for Tropicana juice brand and 55% retailers for real juice brand
in deharadun city.
65% retailers are accept that they getting solution of problem in time from Tropicana juice brand
and 40% in real juice brand. so mostly retailers are happy with Tropicana juice brand.
75% retailers are happy with Tropicana service but 25% said that service provided by distributor
doesn‘t match their expectation. But in real juice brand 40% retailers are happy but 60% said
that service provided by distributor doesn‘t match their expectation. so Tropicana is best as
comparison to real.
Suggestions:-
First of all company should provide all sort of promotion equipment such as glow sign board,
banner, rack, freeze, etc. to retailers in time so that they increase their sales which is benefited both
retailer as well as company.
Salesman should have good interaction with the retailers, which result Company in increase in sales.
Company executives should visit the counter on weekly basis. Executives should take the feedback
from the dealers about the service of the sales man and the distributors
Regular visit of technician is required to solve the problems of Freeze in the market at the right
time.
More improvement is required in the distribution network in the outskirt and in the remote areas,
because in the peak seasons like summer the small dealers are taking goods twice or thrice and in
between if the distributors could not supply them, the competitors will get the opportunities to
supply the goods.
The entire Tropicana brand should be displayed at one place so that the customers can aware about
the different brand of Pepsi. In the bus stand, railway canteen, highway.
Few outlets are unaware about scheme so proper communication is necessary between distributor
and dealers/retailers.
More effective scheme should be provided.
Biasness should not happen with retailers on any ground.
There should be more focus on 100% availability so that Tropicana don‘t lose sales &
market share.
More & more research should be made to find new segment & more profitable market for the
product.
Kids constitute the second largest segment of the fruit juice drink market. So, more & more
fun based advertisement for the brands should be necessary. Some life style based
advertisement is also necessary.
Website:
http://www.emeraldinsight.com/search.htm?st1=research%20paper%20on%20fruit%20juice%20brand
&ct=jnl
http://www.emeraldinsight.com/search.htm?st1=research%20paper%20on%20fruit%20juice%20brand
&ct=jnl&nolog=534165&page=3
http://www.emeraldinsight.com/search.htm?st1=research%20paper%20on%20fruit%20juice%20brand
&ct=jnl&nolog=534165&page=4
http://en.wikipedia.org/wiki/Dabur
http://www.dabur.com/Products-foods-fruit%20real
http://www.pepsico.com/Brands/Tropicana-Brands.html
http://www.pepsiindia.co.in/Brands/Beverage/Tropicana.aspx
I am doing a brief survey to find out about consumer satisfaction toward Tropicana and real fruit
juice brand in Dehradun city as a part of my project. So, I am requesting you to kindly cooperate
with me in filling the questionnaire. I am assuring you that information provided by you will be
academic purpose only.
Address: Qualification:
A) Male B) Female
(3) Which type of fruit juice brand you are aware mostly?
(4) Through which medium you come to know about your preferred fruit drink?
(8) Which of the following point satisfy you the most? Kindly rank in your order
TROPICANA REAL
1 2 3 4 5 1 2 3 4 5
I. Number of flavor
II. Price
III. Nutrition value
IV. Taste
V. Availability and convenience
VI. Discount and promotion of scheme
(9) Which is your most preferred channel for purchasing fruit drink ?
A) Yes B) No
(12) Do you want any improvement in the Tropicana fruit juice brand on the basic of
following parameters? (Tick anyone)
Would you like to give any suggestion regarding the Tropicana fruit juice brand?
……………………………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………..
Thank you
Date: Q.N. 12
I am doing a brief survey to find out about retailer satisfaction toward Tropicana and real fruit
juice brand in Dehradun city as a part of my project. So, I am requesting you to kindly cooperate
with me in filling the questionnaire. I am assuring you that information provided by you will be
academic purpose only.
(1) Since how long you are selling fruit juice brand ?
(3) What are the parameters that you take into consideration while taking fruit juice brand?
(4) Rank the following drink on scale of 1-5 you most prefer to sell
(5) Are you receiving the regular information about new scheme?
A) Yes B) No
TROPICANA REAL
1 2 3 4 5 1 2 3 4 5
I. Price
II. Quality
III. Service
IV. Product range
V. Availability and convenience
VI. Discount and promotion of scheme
(7) How do you rate about the service getting currently from Tropicana and real?
TROPICANA A) Yes B) No
REAL A) Yes B) No
TROPICANA A) Yes B) No
REAL A) Yes B) No
(11) Do you feel that service provided by distributor match your expectation?
TROPICANA A) Yes B) No
REAL A) Yes B) No
(12) Which type of conveniences you want mostly for increasing the sales volume of
Tropicana? (Tick any one)
……………………………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………..Thank you