INTRODUCTION

Universally, in bringing up their children, mothers attach a lot of emotional

importance to nourishment. There is an ever-growing need for nourishment
and energy in today’s fast-paced world. Who can resist a steaming, hot drink
which promises to energize, nourish and refresh? The need for nutritional
supplementation is all the more relevant for kids. Coupled with the fact that
kids love the delicious taste of these drinks, once they have tried them, lies the
basic tale of milk additives and the growth and development of the Health
Food Drink (HFD) category. No one can be sure of when and how the category
evolved but, today, in India the HFD market is valued at approximately Rs. 13,
000 million and nearly 50,000 tones.

Health food drinks provide nourishment for the family, particularly growing
children and serve as energy providers for adults. The market for malted milk
powders in India is huge as the product is widely used as a nutrition and energy
supplement by children and adults. The size of the market is estimated at Rs.
10,170 million.

Available Health Food Drink in market can be considered as follows:

Bournvita
Horlicks
Boost

Complan
 STATEMENT OF PROBLEM.

Consumer perception on various Health Drinks is the project I am working for.

The survey was targeted on school going students in kolkata. Feedback was
taken from them through questionnaire and personal view.
After the survey was completed I analysed all the details that I gathered
through the survey and is represented systematically with the help of:-

 Bar Charts
 Pie Graphs
 Report.
 OBJECTIVES OF THE STUDY

1. To find out the different products of health drink.

2. Study of people choice among various health drinks.

3. To find out the customers satisfaction about the health drink products.

4. To find out the availability of the product.

5. To find out the difference in price structure of various health drinks

available in market.
 SCOPE OF THE STUDY

1. Various companies offering Health Drinks such as Bournvita, Horlicks.

2. The project was done to identify the issue of decision making, taste,
prefrence, awarness, etc.

3. The survey was in the region of kolkata.

4. The time duration for the research work was seven days.
 RESEARCH METHODOLOGY

The study is an exercise involving estimation of parameters as regard to

organizational requirements- Research was designed so as to get the relevant
information that can be used for various organizational purposes.

Area of study: This study is done to know about the different choices that
the different consumer have in terms of different health drink available in the
market.

RESEARCH DESIGN:

Descriptive research method:

Descriptive research Include surveys and facts finding enquires of different

kinds. The major purpose of descriptive research is description of state of
affairs as it exists at present.

Schedule : Questionnaire preparation : 1day

Data collection : 3 days

Data analysis : 3 days

Total time require : 7 days

SAMPLE DESIGN:

Sampling: With the customer being unknown and given the time and
resource constraints random sample was obtained from different people.

Sampling Design:

Non Probability sampling - Convenience sampling

Sample Size:

50 customers.
 ANALYSIS INTERPRETATION

1. Do you take any health drink?

Table No.: 1
Answers No. of Respondents Percentage

Yes 46 92.00%

No 4 8.00%

Total 50 100.00%

Chart No.:1

Consumption of health drink

No
8%
Yes
No

Yes
92%

INTERPRETATION

The above chart shows 92% people take health drink.

 2. Which health drink do you prefer?

Table No.: 2
Answers No. of Respondents Percentage

Bournvita 30 60.00%

Horlicks 6 12.00%

Boost 5 10.00%

Complan 7 14.00%

Any 2 4.00%

Total 50 100.00%

Chart No.:2

Choice of health drink

Complan Any
4% Bournvita
14%
Boost Horlicks
10% Boost
Bournvita Complan
Horlicks 60% Any
12%

INTERPRETATION

The above chart shows the percentage of choice of product. It is seen

that most people like bournvita and complan.
 3. How often do you consume?
Table No.: 3
Answers No. of Respondents Percentage

Once a day 30 60.00%

Twice a day 3 6.00%

Weekly 7 14.00%

Occasionally 10 20.00%

Total 50 100.00%

Chart No.:3

Drinking Frequency

Occasionally
20% Once a day
Twice a day
Weekly
Weekly
Once a dayOccasionally
14%
Twice a day 60%
6%

INTERPRETATION

The above chart shows the drinking frequency of people. 60% of

people drink health drink once a day while 20% take occasionally.
 4. How do you find the taste?
Table No.: 4
Answers No. of Respondents Percentage

Good 11 22.00%

Better 10 20.00%

Best 25 50.00%

Satisfactory 4 8.00%

Total 50 100.00%

Chart No.:4

Taste of Health Drink

Satisfactory Good
8% 22% Good
Better
Best
Best Better Satisfactory
50% 20%

INTERPRETATION

The above chart shows that 50% respondent rank their drink as
under best category while 22%, 20%,and 8% are ranked as good,
better and last satisfactory.
 5. At what age did you start taking health drink?
TABLE NO 5
Answers No. of Respondents Percentage

3 yrs - 5 yrs 32 64.00%

5 yrs - 10 yrs 15 30.00%

10 yrs - 15 yrs 2 4.00%

15 and above 1 2.00%

Total 50 100.00%

Chart No.:5

Age structure for taking Health Drink

3 yrs - 5 yrs
10 yrs - 15 15 and 5 yrs - 10 yrs
yrs above
10 yrs - 15 yrs
4% 2%
15 and above
5 yrs - 10 yrs
30%

3 yrs - 5 yrs
64%

INTERPRETATION

The above chart shows that 64% people start taking health drink
from the age 3 yrs- 5 yrs and rest are 30% at 5 yrs- 10 yrs, 4% for 10
yrs- 15 yrs and 2% for 15 yrs and above.
 6. What is the availability of product?
Table No.: 6
Answers No. of Respondents Percentage

Regular 32 64.00%

Irregular 15 30.00%

Not available at all 3 6.00%

Total 50 100.00%

Chart No.:6

Availability of product

Regular
Not available
at all Irregular
6% Not available at all
Irregular
30%

Regular
64%

INTERPRETATION

The chart shows that 64% respondent says that their product is
regular while 30% says it is irregular and 6% says the product is not
available at all.
 7. How do you come to know about the product?

Table No.: 7
Answers No. of Respondents Percentage

Television 27 54.00%

News Paper 3 6.00%

Magazine 2 4.00%

Family and Friends 4 8.00%

Display at retail outlet 13 26.00%

Any other 1 2.00%

Total 50 100.00%

Chart No.:7

Mode of Awareness

Display at Any other Television

retail outlet 2% News Paper
26%
Magazine
Family and
Family and Friends
Friends Television
8% Display
54% at retail outlet
Magazine Any other
4% News Paper
6%

INTERPRETATION

The above chart shows that Television and Display at Retail Outlay
are two important media for the awareness of product.
 8.How do you find the advertisement of the company for
production of product?
Table No.: 8
Answers No. of Respondents Percentage

Good 9 18.00%

Better 11 22.00%

Best 12 24.00%

Satisfactory 18 36.00%

Total 50 100.00%

Chart No.:11

Response of Advertisement

Better
22% Good
18% Good
Better
Satisfactory
36% Best
Satisfactory

Best
24%

INTERPRETATION

The above chart shows that the percentage of response of

advertisement of product. It is seen that 36% of people is satisfied.
 9.What improvement do you want?
Table No.: 9
Answers No. of Respondents Percentage

Reduction in Price 16 32.00%

Attractive Packing 14 28.00%

Change in Taste 10 20.00%

None 10 20.00%

Total 50 100.00%

Chart No.:14

Improvement Required

None Reduction in
20% Price
32%
Reduction in Price
Change in Attractive Packing
Taste
Change in Taste
20% Attractive
None
Packing
28%

INTERPRETATION

Majority i.e. 32% of them wants reduction in price and 28% want
attractive packing.
 FINDINGS

The major findings of the report are as follows:-

1. It is found that 92% people take health drink.

2. It is seen that most people like bournvita and complan.

3. 60% of people drink health drink once a day while 20% take occasionally.

4. It is analyzed that 50% respondent rank their drink as under best

category while 22%, 20%, and 8% are ranked as good, Better and last
satisfactory.

5. It is found that 64% people start taking health drink from the age 3yrs- 5
yrs and rest are 30% at 5 yrs- 10 yrs, 4% for 10 yrs- 15 yrs and 2% for 15
yrs and above.

6. 64% respondent says that their product is regular while 30% says it is
irregular and 6% says the product is not available at all.

7. Television and Display at Retail Outlay are two important media for the
awareness of product.
8. It is seen that 36% of people is satisfied with the advertisement of the
drink.

9. Majority i.e. 32% of them wants reduction in price and 28% want
attractive packing.

10. It is clearly seen that 70% of respondent are satisfied with their health
drinks while 30% are not satisfied.
 RECOMMENDATION:

I would recommend that the companies should strength its distribution

channel especially at cafeteria and local retailer, which is the biggest
market for health drink.

The companies should make use of more advertising media like T.V.,
Display at various outlets, Hoardings etc. that are very useful to increase
the awareness regarding the product.

The companies should come up with new types of schemes which would
attract more number of people toward their product.

The feedback of the retailer should be collected regularly so that the

companies can come to know that were they are standing.

Design some attractive scheme for retailer, which can differentiate from
competitors and interesting for retailer.

Try to build a good image of the company.

 CONCLUSION:

As the customer is considered to be the king of the market, this fact is very
much true for the liquid food drink industries. It is very important on the part
of the organization to learn customer behavior in order to increase their sale
and create a good brand image in the minds of the customer.

From the survey carried out and after data analyses of the information obtain
it can be concluded that people are aware of different brands of health drink.
Most of the customers prefer to use 1 glass a day as it is convenient in both
way in terms of quantity and notorious. Brand name is consider as an
important factor while purchasing a health drink and in which Bournvita of
health drink is most preferred brand name among the customer. It is also
concluded that Television has played a vital role in spreading awareness of
various health drink brands. Many people also consider the quality and hygiene
maintain by the company. It is also found that price plays an important role in
any product but service also plays equal importance in success of any product.

All the information gathered during this survey and after analyzing it properly
one come to only one conclusion that liquid food drink industries has a great
scope in future.
 ACKNOWLEDGEMENT

The present work is an effort to throw some light on “A SURVEY ON

CONSUMER PERCEPTION ABOUT DIFFERENT HEALTHDRINK BRANDS’’. The
work would not have been possible to come to the present shape without the
able guidance, supervision and help to me by number of people.

With deep sense of gratitude I acknowledge the encouragement and guidance

received by my guide DR.ISHITA DUTTA RAY and other staff members.

I convey my heartful affection to all those people who helped and supported
me during the course, for completion of my PROJECT REPORT.