A Grand Project Report On

A COMPARATIVE STUDY ON CONSUMPTION PATTERNS OF SOFT DRINKS AND FRUIT JUICES

Prepared by:
ASHWINDER KAUR (1172886) MAALVIKA VYAS (1172944) SWATI SOOD (1173015)

Submitted to Punjab Technical University, Jalandhar In partial fulfillment of the requirement for the award of Degree of Master of Business Administration.

Project Guide: Mr. PARMOD KUMAR Assistant Professor

CERTIFICATE
This is to certify that the project entitled A Comparative study on consumption patterns of Soft Drinks and Fruit Juices done by Ashwinder Kaur, Maalvika Vyas and Swati Sood is an authentic work carried out by them at Chandigarh Business School under my guidance. The matter embodied in this project work has not been submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.

Date: Place:

Signature of the guide (Mr.Parmod Kumar) (Assistant Professor)

Acknowledgement

We would like to thanks Mr. Parmod Kumar who has been a constant source of inspiration (project guide from the institute) for his extensive guidance, cooperation and support. Finally, we wish to express our gratitude to all those who have in one way or other helped us in the successful completion of our project report.

ASHWINDER KAUR MAALVIKA VYAS SWATI SOOD

EXECUTIVE SUMMARY
Soft Drinks were common preference among all the individuals before juices were being introduced, With the changing lifestyle and income levels, people are shifting their consumption patterns and have therefore become more health conscious thus leading to increase in demand of juices. Market Research is based on some underlying parameters like: Changing consumption pattern Health factor Status consciousness Varying lifestyle

The basic subject matter of the research, comparative analysis of Soft Drinks and Juices is focused to study the mind/taste of different age group of people. The study starts with determining the major players in the soft drinks and the juices market, their overall consumption pattern among the people and ends up with the conclusion as per the state of mind of the average rational human being.

TABLE OF CONTENTS
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Certificate from the Institute Acknowledgement Executive Summary Chapter-1 Introduction 8 11 14 Page No

1.1 Beverage 1.2 Overview of the Industry 1.3 Recent issues 1.4 Study of growth of Soft Drink market20 1.5 Major players in Soft Drinks segment: Coca-cola Fanta Limca Sprite Thumps up Maaza Pepsi 1.6 Study of growth of Fruit Drink market 1.7 Major players in Fruit Drink segment: Dabur Real Godrej Pepsi Tropicana Leh berry From Ladakh Foods Parles Frooti &Appy Chapter-2 Research Methodology

21 22 23 24 25 26 27 28 29 30 31 32 33

2.1 Methodology 2.2 Purpose of the study 2.3 Objectives of the study 2.4 Scope of the study

35 35 36 37

2.5 Research Design 2.6 Sampling Technique used 2.7 Selection of Sample Size 2.8 Sources of Data collection 2.9 Statistical Tools Used Chapter-3 Data Analysis and Findings Chapter-4 Conclusion and Suggestions Annexure Questionnaire Bibliography 39 40

37 38 38 38

53 57

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INTRODUCTION

BEVERAGE
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What is beverage?
A drink, or beverage, is a liquid specifically prepared for human consumption. In addition to basic needs, beverages form part of the culture of human society. Or Any liquid suitable for drinking; "may I take your beverage order?" Or A liquid to consume, usually excluding water; a drink. This may include tea, coffee, liquor, beer, milk, or soft drinks

Types of beverage
The various types of beverage are: Alcoholic beverages Non-Alcohol beverages Soft drinks Fruit juice Hot beverages Other

1. Alcoholic beverages An alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although in chemistry the definition of an alcohol includes many other compounds. Alcoholic beverages, such as wine, beer, and liquor have been part of human culture and development for 8,000 years.

2. Non-alcohol beverages
Non-alcoholic beverages are drinks that would normally contain alcohol, such as beer and wine but are made with less than .5 percent alcohol by volume. The category includes drinks that have undergone an alcohol removal process such as non-alcoholic beers and de-alcohol zed wines.

Non-alcoholic variants: Low alcohol beer Non-alcoholic wine Sparkling cider

3. Soft drinks
The name "soft drink" specifies a lack of alcohol by way of contrast to the term "hard drink" and the term "drink", the latter of which is nominally neutral but often carries connotations of alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit are among the most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non-caloric sweeteners.

4. Fruit juice
Juice is a liquid naturally contained in fruit or vegetable tissue. Juice is prepared by mechanically squeezing or macerating fresh fruits or vegetables 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 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 inconcentrate form, sometimes frozen, requiring the user to add water to reconstitute the liquid back to its "original state" 5. Hot beverages Hot beverages, including infusions. Sometimes drunk chilled.

Coffee-based beverages

Cappuccino Coffee

Espresso Caf au lait Frapp Flavored coffees (mocha etc.) Latte

Hot chocolate Hot cider

Mulled cider Flavored teas (chai etc.) Green tea Pearl milk tea Tea Yerba Mate Sanka

Tea-based beverages

Herbal teas

Roasted grain beverages

6. Other
Some substances may either be called food or drink, or accordingly be eaten with a spoon or drunk, depending on solid ingredients in it and on how thick it is, and on preference: Soup Yogurt

OVERVIEW OF THE INDUSTRY

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The beverage market is worth $55. The tides are turning for many beverage categories. While the carbonated soft drink and beer categories are merely treading water with flat sales, the energy drink category is surging ahead like never before. Bottled water, ready-to-drink coffee, ready-to-drink tea and sports drinks follow close behind with substantial sales increase- drinks without added sugar, no beer, along with developments in juice drinks and dairy-based drinks, are helping to turn around sales in these categories. What follows is a category-by-category look at the state of the beverage industry, including the top brands, new products, innovations and future trendsetters.

In order to be successful in the marketplace, one has to think in terms of health innovation, flavor innovation, ingredient innovation and specific age groups. These are the factors that will shape the future of the beverage industry. Todays consumers are concerned with overall health and wellness. As a result, there is significant impact on food and beverage purchases. Many studies have shown that consumers are as concerned with good health as they are about maintaining a high quality of life. Do you know what type of new beverage consumers are most likely to try? Do you know where they are most likely to pick those products up? Do you know why? Beverage Industry wanted to know the answers to these questions and to delve deeper into the ever-increasing number of new product launches in the beverage market. The soft drink industry is training people to seek out new products, even the big guys are coming out with limited-edition flavors, and consumers are beginning to see that there is more flavor activity going on in the category. Whether that really nets anybody any sales gains is another thing, but it is teaching consumers to seek out and try new products. Its also trying to create some excitement there. In spite of several challenges and restrictions faced by this industry, it is a roll like never before. Customer preferences may have shifted, but they are still always on the look out for a can of coke or a new flavored drink to quench their thirst. INDIAN BEVERAGE MARKET

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The size of the Indian food processing industry is around $ 65.6 billion, including $20.6 billion of value added products. Of this, the health beverage industry is valued at $230 million; bread and biscuits at $1.7 billion; chocolates at $73 million and ice Creams at $188 million. The size of the semi-processed/ready-to-eat food segment is over $1.1 billion. Large biscuits & confectionery units, Soya processing units and starch/glucose/sorbitol producing units have also come up, catering to domestic and international markets. The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks. The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose form. Indian hot beverage market is a tea dominant market. Consumers in different parts of the country have heterogeneous tastes. Dust tea is popular in southern India, while loose tea in preferred in western India. The urban-rural split of the tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The size of the total packaged coffee market is 19,600 tones or $87 million. The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during off-season. The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) Industry. On an average, the monthly consumption is estimated at 4.9 million crates, which increases to 5.2 million during peak season.

RECENT ISSUES
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1. Xtazy, another energy drink for the Indian market The Indian market for energy drinks was estimated recently to have a size of Rs 500 crore, about 90 million Euros. The market which is so far dominated by Red Bull is attracting various new players which want to get a share in a growing business. One of the aspirants is Xtazy, an energy drink from the US. Xtazy is the forth largest energy drink inthe US, says Rohan Malhotra, Managing Director of R. M. Indian Liquor Pvt. Ltd., the exclusive importer for Xtazy. Malhotra has launched Xtazy already in Eastern India, and was looking now for a distributor in the Delhi area, when FII spoke to him during IFE fair in Delhi recently. In order to take on Red Bull and get a share of 20% from their business, Malhotra wants to offer better conditions to distributors. We provide a margin of 6-8% to a distributor, who thus can earn about Rs 6 a can, Malhotra says. This is more than what Red Bull offers which is only about 2 3 Rs per can. Xtazy is available in cans of 350 ml, thus more than the usual 250 ml of other energy drinks, and will be priced with a MRP of Rs 85. Four variants are offered, Cranberry Blast, Sugar Free Passion Fruit-Pineapple, Orange Blast and Lime Blast. Malhotra has planned several marketing measures to promote Xtazy, like PoS actions, coupons and direct marketing in a first round, and night parties in a second round. In marketing communication, he is highlighting not only the variants, but also health effects as the USPs of Xtazy, which are derived from ancient herbs used in the drink like gingko and guarana. The extract of gingko biloba leaf has been shown to dilate blood vessels and has the ability to increase peripheral blood circulation, especially to the brain, the company writes in a leaflet. Guarana from Brasil would serve to promote weight loss by increasing the metabolic rate and reducing the appetite. Besides the US, Malhotra says, Xtazy would be marketed also in Israel, Ukraine and in Turkey and would soon be launched in China.

2. Australia-based "Aromas" launches first coffee store in India.

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Australia-based "Aromas," one of the leading coffee chain shops, launched its first caf outlet in India at Hiranandani, Powai, and Mumbai. The company also tied up with Ideal Hospitality Private Ltd (IHPL), which would own the brand in the country and southeast Asia. Jayant Mahiskar, chairman and MD, IHPL, said, "Aromas is being launched keeping in mind the true coffee connoisseurs. We aim at targeting the youth and corporate at our outlets and Powai with a mix of residential and office complexes was a natural choice. The coffee has been created from selection of the original beans and blended to suit all tastes. Aromas ensure freshness and fullness of flavor." According to the agreement with Aromas, IHPL will pay about 1.5% of the gross revenue earned. Further, the company has decided to invest about Rs. 50-75 crore in the next three years to expand its footprint with 99 outlets in India. 3. China rejects Coke bid to take-over major juice maker China has rejected Coca-Cola's $2.5 billion bid to buy a major Chinese juice maker. The purchase of Huiyuan Juice Group Ltd would have been the biggest foreign acquisition of a Chinese company to date. The proposed purchase was rejected on anti-monopoly grounds, the Chinese commerce ministry announced on its website.

Coca-Cola's bid in September prompted an outcry by nationalists who urged the government to bar foreigners from acquiring one of China's most successful homegrown brands. Rival juice producers warned that the acquisition would give Coca-Cola too dominant a position in China's beverage market. A Coca-Cola spokesman in Hong Kong learned of the rejection of the sale had no immediate comment. Huiyuan's founders and major shareholders already had endorsed the sale. If Coke were to take over Huiyuan, it will dominate the soft drinks market in China, which not only hurts consumers, but also other sector participants. Huiyuan controls more than a tenth of the Chinese fruit and vegetable juice market that grew 15% last year to $2 billion. Coca-Cola has a 9.7% share and dominates in diluted juices.

According to analysts China's ruling on Coke could cut both ways in that Chinese firms

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that have been making increasingly high profile acquisitions abroad may run into trouble of their own.

4. Pepsi's Slice kicks off the new season with 'Aamsutra'

PepsiCo's popular mango juice drink brand- Slice kicks off the 2009 season with its new 'Aamsutra' concept. According to Homi Battiwalla, business head, juice & juice drinks, PepsiCo India, Slice had seen powerful consumer momentum post the re-launch of 2008. The new winning formulation has been appreciated by consumers. Aamsutra has driven strong disruption in the juice and juice drink category. All of this has made slice the fastest growing mango drink brand in the country. "South India is the lead market for mango drinks in the country. Andhra Pradesh is the biggest mango market and also the fastest growing market for Slice and mango drinks in the country. Tamil Nadu is amongst the top three states and Slice is the market-leader in Tamil Nadu," he added Pepsi has now opted for a new brand ambassador, Katrina Kaif. "The creative thought behind the new communication was to further enhance the Slice experience into dimensions of pleasure, sensuality and indulgence. Last year's commercial was about enumerating the principles of 'Aamsutra' or the art of experiencing pure mango pleasure with the new Slice. This year, the commercial portrays the next level to bring alive the mango indulgence, stated Hari Krishnan, Vice President, JWT. The company has now opted for a 360 multimedia campaigns involving digital, print, radio, impact outdoors and sampling in core markets. 5. Parle Agro launches lemon flavoured drink "LMN" Parle Agro, one of the leading food & beverage companies in India, has launched a new fruit-based lemon drink LMN in the non-carbonated segment. The new brand is a natural lemon juice drink and the only brand in India with a taste closest to home made, fresh lime water (Nimbu pani). According to the company, LMN will offer consumers a healthy, refreshing drink with the goodness of vitamin C. Every summer, the Indian beverage market has seen cola majors battle it out. This summer, the launch of LMN will

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see the cola wars taking a back seat and the battle spilling over to the non-cola segment, to be more precise in the nimbu paani category. PepsiCo India last week launched a nimbu pani drink, Nimbooz, under the 7Up brand On the occasion of LMN's launch, Nadia Chauhan, joint managing director and CMO, Parle Agro, said, "Nimbu pani has traditionally been India's most commonly consumed cold beverage. In fact the idea of a branded lemon drink is so simple that you would wonder why nobody thought of it earlier. The challenge for us was packaging a natural product while retaining its fresh, original taste throughout its shelf life." LMN will be available in 110 ml Tetra, 200 ml Tetra and 500 ml PET packs priced at Rs 5, Rs 10 and Rs 23 respectively. The company aims to touch a turnover of Rs 30003500 crore by 2011. The company will target both (youth and adult) segments of consumers to turn them into branded consumers of nimbu pani. Besides this LMN will also target an emerging segment of consumers who are looking for a healthy and refreshing beverage in the country? "For the last 20 years, Parle Agro has been the market leader in fruit based beverages, we have constantly worked keeping in mind Indian preferences while formulating products that cater to the Indian palate. It is without any doubt that only an Indian company can understand what real nimbu pani tastes like and what the Indian consumer wants in a packaged offering," Chauhan added. Further, the company claims that packaged nimbu pani will have tremendous growth potential, higher than other packaged drinks mainly because of a major shift in consumer behavior. Today, the beverage consumer is looking for hygiene, convenience, refreshing taste, affordability and year-round availability. The name LMN is derived from the SMS version of the word lemon. Parle Agro also owns other fruit drink brands like Frooti, Appy Fizz and packaged drinking water, Bailey.

6. PepsiCo launches 'Nimbooz,' packaged lemon juice with no fizz and artificial flavours

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PepsiCo India has launched its packaged nimbu paani, Nimbooz, under its 7Up brand. The home-made nimbu paani or lime juice has been specially created to suit Indian tastes. The lemon juice, no fizz and artificial flavours, is available in trendy, convenient packs. The drink offers great value to consumers in three packaging formats of 200 ml returnable glass bottles (RGB), 350 ml PET and 200 ml Tetra attractively priced at Rs 10, Rs 15 and Rs 10, respectively. According to Ms Punita Lal, Executive Director- Marketing, PepsiCo India, Nimbooz, is specially developed to suit Indian tastes and preferences. "Nimbooz is an affordable offering for consumers on the go because of its ready-todrink format that is both convenient and hygienic. The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect, stated Ms Alpana Titus, Executive VP-Flavours, PepsiCo India. PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will revolve around building awareness through multi-city launches and road shows, comprehensive 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors. Aggressive trial generation and sampling initiatives will also be taken forward across major cities of the country. A special 'Nimbooz Highway Gadi' has been created that will visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education. 7. Coke launches fruit-flavoured Fanta Apple nationally After successfully introducing it in southern markets last year, Coca-Cola India has launched its fruit-flavoured soft drink 'Fanta Apple' nationally. The product is available in 200 ml and 300 ml returnable glass bottles and also in 500 ml PET pack priced at Rs 8, Rs 10 and Rs 22 respectively. During the Fanta Apple launch in October 2008, Venkatesh Kini, marketing vice-president, Coca-Cola India, said that the company had planned to reach about 3.5 lakh customers with sample apple flavoured drink to extend its market leadership in the fruit flavoured segment in Andhra Pradesh and Tamil Nadu.

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"As per consumer research, we have found that after orange, apple is the most preferred fruit in the country and Fanta Apple has been developed specially for the Indian palate," Kini said on Monday. According to experts, the nationwide launch of Fanta Apple is a part of the company's $250 million business plan for the country. Fanta Apple is the second flavour after Fanta Orange under "Fanta" brand of the company. "We have had an excellent response down south with a reused value to the drink and with the national launch of Fanta Apple, we are stepping stones to extend Coca Cola India's market leadership in the fruit-flavoured sparkling drink segment," Kini added. The company has also announced Bollywood actress Genelia D'Souza as the new brand ambassador of the Fanta brand. According to reports, the current expected Indian soft drink market is about Rs 6,000 crore, in which the company shares about 50% market with its various brands like Coke, 7 Up, Fanta, Sprite and Thums Up.

STUDY OF GROWTH OF SOFT DRINK MARKET

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SOFT DRINKS
Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi and coca-cola dominating the market. The entire part of the drink is based on its artificial flavors and sweetening agents as no natural juice is used.

MARKET
Cola products account for nearly 61-62% of the total soft drinks market. Two global majors Pepsi and coke dominate the soft drink market. NCAER survey says 91% of soft drink in the country is in the lower, lower middle and upper middle class people. The market is worth around Rs.5000 crores with growth rate of around 10-15%. The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340 bottles in the U.S. The production as soft drinks has increased from 5670 million bottles in 1998-99 to 6230 million bottles in 1999-2000 industry sources. Growth market this year is expected to be 10-15% in value terms and 20-22% in volume terms. However, the market for carbonated drinks is stagnating and not growing as expected.

MAJOR PLAYERS IN SOFT DRINKS SEGMENT

COCA COLA: THANDA MATLAB COCA COLA!!!
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Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now become the flagship brand of largest manufacturer, distributor of non alcoholic beverages in the world. In India, coca cola was the leading soft drink till 1977 when govt. policies necessitated its departure. Coca cola has made its return to the country in 1993.and made significant investment to ensure that the beverage is available to more and more people in remote as well as inaccessible parts of the world. Coca cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong association with cricket, the thriving cinema industry, music etc. coca cola has been very strongly associated with cricket, sponsoring the world cup in 1996. In 2002, coca cola launched the campaign,Thanda Matlab coca cola. in 2003,coke was available for just rs,5 crores in the country.

FANTA : GHOONTH BHAR SHARARAT KAR LEY!!!

Fanta entered the Indian market in year 1996 under the coca cola brand .over the years, Fanta has occupied a strong market place and is identified as the fun catalyst. Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment.

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LIMCA: LIME AND LEMONI!!!

Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over three decades. The brand has been displaying healthy volume growing year on year and limca continues to be leading flavoring soft drinks in the country. Dive into the zingy refreshment of limca and walk away a new person.

SPIRITE: SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!!

Worldwide sprite ranked as no.4 soft drink and is sold in more than 190 countries In India, sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks, leading clear lime category. Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a straight forward and honest attitude. Its clear crisp hingtaste encourages todays youth to trust their instincts, influence them to be true who they are and to obey their thirst.

THUMS UP: TASTE THE THUNDER!!!

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Thums up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, thums up was acquired by the coca cola company in 1993. Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the man from the boys.

MAAZA: YAARI DOSTI TAAZA MAAZA!!!

Maaza was launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza currently dominates the fruit drink category. Over the years, maaza has become synonymous with mango. Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam.consumers regard maaza as wholesome, natural, fun loving drink real experience of fruit. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in tagline, yaari dosti, and taaza maaza.

PEPSI: AAJ KUCH NAYA KARTE HAI!!!

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Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s in North Carolina. The brand was trademarked on June 16, 1903.There have been many Pepsi variants produced over the years. Diet Pepsi Crystal Pepsi Pepsi twist Pepsi max Pepsi samba Pepsi blue Pepsi gold Pepsi holiday spice Pepsi jazz Pepsi x(available in Finland & brazil) Pepsi next(available in Japan & south Korea)

STUDY OF GROWTH OF FRUIT DRINK MARKET

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FRUIT JUICES
Usually confused and considered synonymous with non-aerated drinks, fruit pulps, juices and squash are high sugar beverages, which are centrifuged and filtered to give a semi- clear appearance. In the past, this sector enjoyed an excise exemption, keeping cost at minimal. However the withdrawal of exemption has inflated costs and can affect growth, with dramatic change possible on reintroduction of excise exemption.

MARKET
The organized fruit beverage market is estimated at Rs.500 crores market. (Nectars, drinks and juices combined). The market has grown at a 20% to 25% rate. Of this, more expensive juices segment has grown at rate of 40%this year. It accounted for only 15% of the fruit beverage 3 years back. In home consumption of juices has gone up from 30%, three years back to 80%today. Mango based drinks account for two thirds of fruit drinks industry.

MAJOR PLAYERS IN THE FRUIT DRINK SEGMENT

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DABUR REAL

Daburs flagship brand real fruit juice is a market leader in packaged fruit juice category. Real was launched in 1996 and the brand has carved a niche for itself by claiming to be the only fruit juice in packaged form .i.e.100%preservative free. Real, with market share of 57% comes in nine flavors: Orange Mango Pineapple Mix fruit Grape Guava Litchi Tomato Cranberry

Real Active is 100%fruit juice with no added sugar and is available in following variants: Orange Apple Orange- carrot

GODREJ
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The food division of godrej industry produces and market fruit drinks, fruit nectar and sofit soymilk. Godrejs brand JUMPIN comes in the following flavor: Mango Pineapple Apple Litchi Orange

Godrejs xs is a range of fruit nectar with more fruits. Its available in following flavors: Orange Apple Grape

PEPSIS TROPICANA

Tropicana brand fruit juice enjoys a market share of 25% and has registered a double digit growth and has outpaced the growth of fruit juice market in India. It is available in following flavors: Orange Apple Grape Cranberry

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LEH BERRY

It is a product from Ladakh Foods. Its first fruit juice in Delhi and it's selling it in the more affluent parts of town. It enjoys a market share of 4% and is available in a variety of flavors: Pineapple Apple Mixed fruit Orange Blackcurrant Mango Guava

PARLES FROOTI and APPY

Frooti was launched back in 1985 and enjoys market dominance with 85% of market share. Parles Agros APPY, in 1996 had a market share of 5% in the fruit drink segment; in 2003 its new variant-APPY FIZZ was launched.

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RESEARCH METHODOLOGY

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METHODOLOGY
Every project work is based on certain methodology, which is a way to systematically solve the problem or attain its objectives. It is a very important guideline and lead to completion of any project work through observation, data collection and data analysis.

According to Clifford Woody,

Research Methodology comprises of defining & redefining problems, collecting, organizing &evaluating data, making deductions &researching to conclusions. Accordingly, the methodology used in the project is as follows: Defining the objectives of the study Framing of questionnaire keeping objectives in mind (considering the objectives) Feedback from the respondents Analysis of feedback Conclusion, findings and suggestions.

PURPOSE OF THE STUDY

The main aim of this research study is to analyze the preference of people (of different age groups) on consumption patterns of Soft Drinks and Fruit Juices.

OBJECTIVE OF THE STUDY

To study the preferences of the people for soft drinks and fruit juices. To find out the factor(s) that influences the consumers consumption of soft drinks and fruit juices. To test the know-how of the consumers regarding the various existing brands of soft drinks and fruit juices. To explore the next best beverage after soft drinks and fruit juices. To find out how the beverage is positioned in the mind of the consumers.

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SCOPE OF THE STUDY

This study is confined to the North West Delhi region covering areas of Paschim Vihar, Pitam Pura, Rohini area, Punjabi Bagh. Seasonal drinks are not considered in the study. We are considering only canned juices. We are not considering water & alcoholic drinks.

RESEARCH DESIGN
A research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problem. On the basis of fundamental objectives of the research we can classify research design into two general types: EXPLORATORY RESEARCH CONCLUSIVE RESEARCH Exploratory research is one type of research design, which has its primary objective the provision of insights into, and comprehension of, the problem situation confronting the researcher. Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation. Conclusive research can be further divided into two types: Descriptive Experimental

The research design used in this project is a DESCRIPTIVE DESIGN.

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Descriptive study as the name implies is designed to describe something-for example the characteristics of users of a given product, the degree to which the product use the varies with income, age, etc.

SAMPLING TECHNIQUE USED:

This research has used convenience sampling technique. 1) Convenience sampling technique: Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient.

SELECTION OF SAMPLE SIZE:

For the study, a sample size of 100 has been taken into consideration.

SOURCES OF DATA COLLECTION:

Research will be based on two sources: 1. Primary data 2. Secondary data

1) PRIMARY DATA: Questionnaire: Primary data was collected by preparing questionnaire and the people were randomly being requested to fill them.

2) SECONDARY DATA: Secondary data will consist of different literatures like books which are published, articles, internet and websites. In order to reach relevant conclusion, research work needed to be designed in a proper way.

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STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this project are: Questionnaire Pie Charts Bar Diagrams

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DATA ANALYSIS & FINDINGS

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Data Analysis
Q1. What do you prefer to drink? (Tick any 1)

Particulars Soft Drinks Fruit Juices Total

No. of Respondents 57 43 100

Percentage 57% 43% 100%

6% 0 No. of Respondents 5% 0 4% 0 3% 0 2% 0 1% 0 0 %

5% 7

4% 3

Se s1 rie

S ft D ks o rin

Fru ju s it ice

ANALYSIS: From the survey it was found that amongst 100 respondents a) 57% of the respondents prefer Soft Drinks to drink. b) 43% of the respondents prefer Fruit Juices to drink.

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Q2. Frequency of consumption of your preferred drink in a week? SOFT DRINKS

Particulars Daily 2-6 times Above 7 Total

No. of Respondents 28 23 6 57

Percentage 49% 40% 11% 100%

No. of Respondents

6% 0 5% 0 4% 0 3% 0 2% 0 1 .0 % 1 0 1% 0 0 % D ily a 2 tim s -6 e W e lyC n u pio ek o smt n A o e7 bv 4% 9 4% 0

S rie 1 e s

ANALYSIS: From the survey it was found that amongst 57 respondents. a) 49% of the respondents consume Soft Drinks daily. b) 43% of the respondents consume Soft Drinks 2-6 times. c) 11% of the respondents consume Soft Drinks more than 7 times.

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FRUIT JUICES

Particulars Daily 2-6 times Above 7 Total

No. of Respondents 10 30 3 43

Percentage 23% 70% 7% 100%

35 No. of respondents 30 25 20 Series1 15 10 5 0 D aily 2-6 tim es weekly cons ption um Abov 7 e 10 3 30

ANALYSIS: From the survey it was found that amongst 43 respondents. a) 23% of the respondents consume Fruit Juices daily. b) 70% of the respondents consume Fruit Juices 2-6 times. c) 07% of the respondents consume Fruit Juices more than 7 times.

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Q3. On what occasions, do you often consume the Soft Drinks?

Particulars Feeling Thirsty

Parties / Celebrations Without any reason (just like that)

No. of Respondents 18 45 25 12 100

Percentage 18% 45% 25% 12% 100%

Others Total

F e gT ir ty e lin h s 1% 2 1% 8 P r s/ atie C le r tio s e ba n 2% 5 W otay ith u n r a o ( s lik e s n ju t e th t) a 4% 5 O es th r

ANALYSIS: From the survey it was found that amongst 100 respondents. a) b) c) d) 18% of the respondents consume Soft Drinks when they feel thirsty. 45% of the respondents consume Soft Drinks at the time of celebrations. 25% of the respondents consume Soft Drinks without any reason. 12% of the respondents consume Soft Drinks on other occasions.

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Q4. On what occasions, do you often consume the Fruit Juices?

Particulars Feeling Thirsty

Parties / Celebrations Without any reason (just like that)

No. of Respondents 17 32 24 27 100

Percentage 17% 32% 24% 27% 100%

Others Total

Feeling T hirsty 17% 27% Parties / C elebrations W ithout any reason (just like that) O thers

32% 24%

ANALYSIS: From the survey it was found that amongst 100 respondents. a) b) c) d) 17% of the respondents consume Fruit Juices when they feel thirsty. 32% of the respondents consume Fruit Juices at the time of celebrations. 24% of the respondents consume Fruit Juices without any reason. 27% of the respondents consume Fruit Juices on other occasions.

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Q5. What induces you to buy Soft Drinks?

Particulars
Price with quantity Health Drink Status symbol Taste Variety Total

No. of Respondents 30 4 8 32 26 100

Percentage 30% 4% 8% 32% 26% 100%

35 No. of respondents 30 25 20 15 10 5 0

30

32 26

Series1 8 4

Price with quantity

Health Drink

Status symbol Factors

Taste

Variety

ANALYSIS: From the survey it was found that amongst 100 respondents. a) b) c) d) e) 30% of the respondents consume soft drinks because of its price. 04% of the respondents consume soft drinks because it is a health drink. 08% of the respondents consume soft drinks because it is a status symbol. 32% of the respondents consume soft drinks because of its taste. 26% of the respondents consume soft drinks because of its variety.

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Q6. What induces you to buy Fruit Juices?

Particulars
Price with quantity Health Drink Status symbol Taste Variety Total

No. of Respondents 13 40 15 22 10 100

Percentage 13% 40% 15% 22% 10% 100%

45 40 No. of respondents 35 30 25 20 15 10 5 0 Price with quantity 13

40

22 15 10

Series1

Health Drink

Status symbol Factors

Taste

Variety

ANALYSIS: From the survey it was found that amongst 100 respondents. a) b) c) d) e) 13% of the respondents consume fruit juices because of its price. 40% of the respondents consume fruit juices because it is a health drink. 15% of the respondents consume fruit juices because it is a status symbol. 22% of the respondents consume fruit juices because of its taste. 10% of the respondents consume fruit juices because of its variety. 40

Q7. If not a Soft Drink or a Fruit juice, which other beverage (other than water) tops your mind?

Particulars
Coffee Tea Shakes(Milk/Ice cream/Fruit)

No. of Respondents 30 25 8 12 25 100

Percentage 30% 25% 8% 12% 25% 100%

Lassi Sharbat Total

C offee 25% 30 % Ta e S hakes(M ilk/Icecream /Fruit) 1 2% 8.00% 25 % La ssi S harba t

ANALYSIS: From the survey it was found that amongst 100 respondents. a) b) c) d) e) 30% of the respondents prefer coffee. 25% of the respondents prefer tea. 08% of the respondents prefer Shakes. 12% of the respondents prefer Lassi. 25% of the respondents prefer Sharbat. 41

Q8. How do you rate canned juices as compared to fresh juices?

Particulars
Equivalent to fresh juices Have artificial added flavor Healthy with preservatives

No. of Respondents 24 36 40 100

Percentage 24% 36% 40% 100%

Total

24% 40% Equiv alent to fresh juices H e artificial av added flav or H ealthy w ith preserv es ativ 36%

ANALYSIS: From the survey it was found that amongst 100 respondents. a) 24% of the respondents think canned juices are Equivalent to fresh juices. b) 36% of the respondents think canned juices Have artificial added flavor. c) 40% of the respondents think canned juices are Healthy but have preservatives.

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Q9. How do you view Soft Drinks?

Particulars
As a health drink As a status symbol As an aid to put off thirst Any other

No. of Respondents 4 8 55 33 100

Percentage 4% 8% 55% 33% 100%

Total

No. of respondents

6 0 5 0 4 0 3 0 2 0 1 0 0 A a s ha e lth d k rin A a s sta s tu sym o bl 4 8

5 5

3 3 S rie e s1

A a a s n id to p t o u ff th irst

Ay n o e th r

ANALYSIS: From the survey it was found that amongst 100 respondents. a) 04% of the respondents view Soft Drinks as a health drink. b) 08% of the respondents view Soft Drinks as a status symbol. c) 55% of the respondents view Soft Drinks as an aid to put off thirst.

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Q10. How do you view Fruit Juices?

Particulars
As a health drink As a status symbol As an aid to put off thirst Any other

No. of Respondents 40 15 32 13 100

Percentage 40% 15% 32% 13% 100%

Total

No. of respondents

4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0

4 0 3 2

S rie 1 e s 1 5 1 3

A a s ha e lth d k rin

A a s s tu ta s s mo y bl

A a a s n id top t o u ff th s ir t

Ay n o e th r

ANALYSIS: From the survey it was found that amongst 100 respondents. a) 40% of the respondents view Fruit Juices as a health drink. b) 15% of the respondents view Fruit Juices as a status symbol. c) 32% of the respondents view Fruit Juices as an aid to put off thirst.

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Q11. Do advertisements affect your purchases?

Particulars Yes No Total

No. of Respondents 77 23 100

Percentage 77% 23% 100%

2% 3

Ys e N o

7% 7

ANALYSIS: From the survey it was found that amongst 100 respondents. a) 77% of the respondents think that advertisements affect their purchases. b) 23% of the respondents think that advertisements do not affect their purchases.

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CONCLUSION, SUGGESTIONS AND LIMITATIONS

46

CONCLUSION
Following are the concluding points taken into consideration after the conduct of the research study: An important finding that emerged out of the survey was that 57%of people like to have soft drinks while 43% go for juices. Through the research it was conveyed that weekly consumption of soft drinks is higher than the weekly consumption of juices. A majority of the respondents consume soft drinks and fruit juices at the time of parties & celebrations. Most of the respondents consume soft drinks because of its taste and price. Most of the respondents consume fruit juices because it is healthy. As it is seen that canned Juices enjoys the largest market share though they do contain some preservatives but majority of the respondents consider it healthy. Most of the respondents view soft drinks as an aid to put off thirst and fruit juice as a health drink. Most of the respondents (77%) were of the strong view that advertisements affect their purchases and the rest (23%) were not at all affected by the advertisements.

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SUGGESTIONS
With the changing lifestyle, people have started becoming more health conscious. Therefore, the fruit juice companys should use appropriate marketing techniques thereby reducing the demand for soft drink in the future. The survey shows that parties/celebrations are the places where these drinks are consumed mostly. The companys must try to increase the sales by creating and focusing on more utilities so that their product is used more frequently. As it is seen that people consider canned juices to be healthy with preservatives. This shows that awareness level of the people is low and needs to be corrected. Therefore, various methods like campaigns by government, help by media, etc can be taken to change this.

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LIMITATIONS
The study was confined to some areas of Chandigarh only. The study does not take into account the sales affected of the soft drink segment due to the entry of juices. Retailers view and the companies view to the questionnaire were not available.

Time and cost constraints were also there. Chances of some biasness could not be eliminated.

A Samples size of 100 has been use due to time limitations.

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ANNEXURE

QUESTIONNAIRE
PERSONAL DETAILS

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Name Age Gender Occupation

- _________________ - 15-25 - Male 25-35 Female Business Service 35-50

- Student Housewife

Hello! We are students of Chandigarh Business School and are required to submit project on a comparative study of consumption of Soft Drinks and Fruit Juices. For the purpose, we are conducting the survey. Will you please take a few minutes to answer some questions? We assure you that your answers will be kept completely confidential. Q1. What do you prefer to drink? (Tick any 1) a) Soft Drinks b) Fruit Juices Q2. Frequency of consumption of your preferred drink in a week? a) Soft Drinks, Daily 2-6 times Above 7 b) Fruit Juices, Daily 2-6 times Above 7

Q3. On what occasions, do you often consume the Soft Drinks? a) Feeling Thirsty b) Parties / Celebrations c) Without any reason (just like that) d) Others, please specify Q4. On what occasions, do you often consume the Fruit juices? a) Feeling Thirsty b) Parties / Celebrations

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c) Without any reason (just like that) d) Others, please specify Q5. What induces you to buy Soft Drinks? a) Price with quantity b) Health Drink c) Status symbol d) Taste e) Variety Q6. What induces you to buy Fruit Juices? a) Price with quantity b) Health Drink c) Status symbol d) Taste e) Variety Q7. If not a Soft Drink or a Fruit juice, which other beverage (other than water) tops your mind? a) Coffee b) Tea c) Shakes (Milk/Ice-cream/Fruit) d) Lassi Q8. How do you rate canned juices as compared to fresh juices? a) Equivalent to fresh juices b) Have artificial added flavor c) Healthy with preservatives Q9. How do you view Soft Drinks? a a) As a health drink b b) As a status symbol

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c c) As an aid to put off thirst d) Any other, please specify Q10. How do you view Fruit Juices? a a) As a health drink b b) As a status symbol c c) As an aid to put off thirst d) Any other, please specify Q11. Do advertisements affect your purchases? a) Yes b) No Q12. Name any three brands of Fruit juices & Soft Drinks that are there in your mind at present? Soft Drinks ______ ______ ______ Fruit Juices ______ ______ ______

BIBLIOGRAPHY
http://en.wikipedia.org/wiki/Beverage 53

www.foodindustryindia.com http://fnbnews.com/article/detarchive.asp?articleid=25105&sectionid=3 http://fnbnews.com/article/detarchive.asp?articleid=24983&sectionid=3 http://fnbnews.com/article/detarchive.asp?articleid=24965&sectionid=3 http://fnbnews.com/article/detarchive.asp?articleid=24849&sectionid=3 http://fnbnews.com/article/detarchive.asp?articleid=25039&sectionid=3 http://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy, %20another%20energy%20drink%20for%20the%20Indian%20market&id=598 http://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About %20Us#Food&beverage www.google.com Kothari C R, Research and Methodology- Methods & Techniques, New Age International (P) Ltd., 2004

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