BUSINESS RESEARCH METHODS

BUSINESS RESEARCH METHODS

PROJECT
PROJECT
ON ON
HEALTH FOOD DRINKS
HEALTH FOOD DRINKS
TABLE OF CONTENTS TABLE OF CONTENTS
1. Problem Definition....4
1.1. Background4
1.2. Statement...........4
2. Literature Review......................5
. !""roac# to t#e "roblem........ 11
4. Re$earc# de$ign...........................................................................................................1
4.1. Preliminar% inve$tigation.14
4.2. &ollection of 'uantitative Data...14
4.2.1. (ea$urement and Scaling Procedure$
4.2.2. 'ue$tionnaire De$ign
4.2.. Surve%
4.. Sam"ling Proce$$.................15
4..1. )arget "o"ulation
4..2. Sam"le Si*e
4... Sam"ling tec#ni+ue
5. ,ieldwork.15
-. Data .nter"retation and anal%$i$
..1-
-.1. Data !nal%$i$ Plan.1-
-.2. (et#odolog%..1/
-.. !nal%$i$ and .nter"retation....... 10
1. Re$ult$
.2/
2
/. Limitation$ and caveat$ .
..20
0. 23#ibit$1
14. Reference$
54

LIST OF EXHIBITS LIST OF EXHIBITS

23#ibit 15 )6te$t on t#e influencing factor$ ..1
23#ibit 25 )6te$t on t#e influencing factor$ in familie$ wit# kid$ .1
23#ibit 5 )6te$t on im"ortance of "roduct attribute$ ...2
23#ibit 45 7ne wa% !nova of "roduct attribute$ v$ different income grou"$..
23#ibit 55 7ne wa% !nova of "roduct attribute$ v$ different education grou"$..4
23#ibit -5 7ne wa% !nova of "roduct attribute$ v$ different age grou"$5
23#ibit 15 7ne wa% !nova of "roduct attribute$ v$ different famil% $i*e grou"$.1
23#ibit /5 ,actor !nal%$i$ of Product !ttribute$8&on$ideration$./
23#ibit 05 &lu$ter !nal%$i$ on Demogra"#ic 9ariable$41
23#ibit 145 )6te$t of different brand$ on different "roduct attribute$41
23#ibit 115 7verall Perce"tual (a"..45
23#ibit 125 9alue6Seeker$ Perce"tual (a"...4-
23#ibit 15 'ualit%6Seeker$ Perce"tual
(a".41
23#ibit 145 !nova te$t for c#ecking brand lo%alt% of different brand$.4/
23#ibit 155 Brand Per$onalit% (a"
40
'ue$tionnaire.54
4
I. PROBLEM DEFINITION I. PROBLEM DEFINITION
1.1 Backgroun 1.1 Backgroun
.ndia: t#e world;$ large$t malt6ba$ed drink$ market: account$ for 22< of t#e world;$
retail volume $ale$. )#e$e drink$ are traditionall% con$umed a$ milk $ub$titute$ and
marketed a$ a nutritiou$ drink: mainl% con$umed b% t#e old: t#e %oung and t#e $ick.
)#e =ealt# food drink$ categor% con$i$t$ of w#ite drink$ and brown drink$. Sout# and
2a$t .ndia are large market$ for t#e$e drink$: accounting for t#e large$t "ro"ortion of all
.ndia $ale$. )#e total market i$ "laced at about 04:444 ton and i$ e$timated to be growing
at about 4<. )#e$e (alt beverage$: t#oug#: are $till an urban "#enomenon.
>#ite drink$ account for almo$t two6t#ird$ of t#e market. ?S@ &on$umer =ealt#care i$
t#e market leader in t#e w#ite malt beverage$ categor% wit# a -4.1< overall market
$#are. =ein*;$ &om"lan come$ in $econd Ain t#i$ $egment: t#ird overallB wit# a market
$#are of 1261<. (arket leader ?S@ al$o own$ ot#er brand$ $uc# a$ Boo$t: (altova and
9iva.
&urrentl%: brown drink$ Aw#ic# are cocoa6ba$edB continue to grow at t#e e3"en$e of
w#ite drink$ like =orlick$ and &om"lan. )#e $#are of brown drink$ #a$ increa$ed from
about 2< to 5< over t#e la$t five %ear$. &adbur%;$ Bournvita i$ t#e leader in t#e
brown drink $egment wit# a market $#are of around 15<.
7t#er $ignificant "la%er$ are Ce$tlD;$ (ilo and ?&((,;$ Cutramul.
1.! Pro"#$% S&a&$%$n& 1.! Pro"#$% S&a&$%$n&
)#e "roEect #ad been undertaken wit# an obEective to under$tand t#e cu$tomer be#aviour
in t#e F=ealt# ,ood Drink A=,DBG "roduct categor%. )#e obEective of t#e $tud% al$o
included identif%ing t#e determinant "urc#a$e factor$: t#e cu$tomer $egment$ and t#e
$ource$ of information t#e% rel% on. )#e e3i$ting "o$itioning of "rominent brand$ and t#e
"erce"tion$ among different $egment$ were al$o covered under t#e $tud%. )#e brand
lo%alt% and $witc#ing were al$o $tudied. )#e brand "er$onalit% wa$ al$o $tudied a$ a "art
of t#e "roEect.
5
II. LITERATURE RE'IE( II. LITERATURE RE'IE(
Nu&r)&)on In In)a Nu&r)&)on In In)a
!fter 4 %ear$ of age: a c#ildH$ energ% need$ "er kilogram of bod%weig#t are decrea$ing
but t#e actual amount of energ% Acalorie$B re+uired increa$e$: a$ t#e c#ild get$ older.
,rom 5 %ear$ to adole$cence: t#ere i$ a "eriod of $low but $tead% growt#. Dietar% intake$
of $ome c#ildren ma% be le$$ t#an recommended for iron: calcium: vitamin$ ! and D and
vitamin &: alt#oug# in mo$t ca$e$ 6a$ long a$ t#e energ% and "rotein intake$ are ade+uate
and a variet% of food$: including fruit and vegetable$: are eaten6 deficiencie$ are unlikel%.
Regular meal$ and #ealt#% $nack$ t#at include carbo#%drate 6ric# food$: fruit$ and
vegetable$: dair% "roduct$: lean meat$: fi$#: "oultr%: egg$: legume$ and nut$ $#ould
contribute to "ro"er growt# and develo"ment wit#out $u""l%ing e3ce$$ive energ% to t#e
diet.
&#ildren need to drink "lent% of fluid$: e$"eciall% if it i$ #ot or t#e% are "#%$icall% active.
>ater i$ obviou$l% a good $ource of li+uid and $u""lie$ fluid wit#out calorie$. 9ariet% i$
im"ortant in c#ildrenH$ diet$ and ot#er $ource$ of fluid $uc# a$ milk and milk drink$: fruit
Euice$ can al$o be c#o$en to "rovide needed fluid$.
.n .ndia: eac# State i$ "racticall% e+uivalent to a countr% wit# it$ $"ecific $ocio6economic
level: different et#nic grou"$: food #abit$: #ealt# infra$tructure$ and communication
facilitie$. )#u$: t#e nutritional $tatu$ of t#e "o"ulation $#ow$ $ignificant variation
between $tate$ $ince it re$ult$ from a var%ing combination of factor$.
.n t#e la$t 24 %ear$: t#ere #a$ been an im"rovement in t#e nutritional $tatu$ of t#e .ndian
"o"ulation. )#i$ im"rovement re$ult$ from not onl% c#ange$ in food intake but al$o
$ocio6economic factor$: increa$ed availabilit% of "otable water: lower morbidit% and
im"rovement of #ealt# facilitie$.
-
.n c#ildren under five %ear$ of age: t#e marked im"rovement in nutritional $tatu$ i$
$#own b% t#e reduction of t#e "revalence of underweig#t from -<: in t#e 1015610
"eriod to 5< in t#e 10//604 "eriod. )#e under6five mortalit% rate AI5(RB: an im"ortant
indicator of t#e $ocio6economic develo"ment: and #ealt# and nutritional $tatu$ of a
$ociet%: declined from 2/2< in 10-2 to 115J in 1004. =owever: a multitude of
infectiou$ di$ea$e$ $uc# a$ re$"irator% and inte$tinal infection$ a$ well a$ malaria remain
t#e main cau$e of deat# in c#ildren under five: wit# malnutrition being an aggravating
factor. (ea$le$: tetanu$: t%"#oid and #e"atiti$ are al$o fre+uent cau$e$ of deat# during
infanc% and c#ild#ood.
.n t#e la$t 24 %ear$: t#ere #ave been no $ignificant c#ange$ in "attern$ of dietar% intake.
&ereal$ remain t#e $ta"le food in .ndia "roviding mo$t of t#e energ% intake. Since t#e
$eventie$ t#e con$um"tion of food$ like "ul$e$: root$ and tuber$ #a$ fallen: w#ile t#o$e of
ot#er food$ like $ugar: KEagger%K Aunrefined brown $ugarB: fat$ and oil$ and green leaf%
vegetable$ #ave $lig#tl% increa$ed. )#e average .ndian diet remain$ largel% deficient in
green leaf% vegetable$: meat: and fi$#: milk and milk "roduct$. (oreover: it al$o remain$
deficient in $ome micronutrient$ $uc# a$ vitamin !: iodine and iron.
!dole$cent$ w#o are undergoing ra"id growt# and develo"ment are one of t#e
nutritionall% vulnerable grou"$ w#o #ave not received t#e attention t#e% de$erve. .n
under6nouri$#ed c#ildren ra"id growt# during adole$cence ma% increa$e t#e $everit% of
under6nutrition. 2arl% marriage and "regnanc% will "er"etuate bot# maternal and c#ild
under6nutrition. !t t#e ot#er end of $"ectrum among t#e affluent $egment of "o"ulation:
adole$cent obe$it% i$ increa$ingl% becoming a "roblem.
Pre6$c#ool c#ildren con$titute t#e mo$t nutritionall% vulnerable $egment of t#e
"o"ulation and t#eir nutritional $tatu$ i$ con$idered to be a $en$itive indicator of
communit% #ealt# and nutrition. 7ver t#e la$t two decade$ t#ere #a$ been $ome
im"rovement in energ% intake and $ub$tantial reduction in moderate and $evere under6
nutrition in "re6 $c#ool c#ildren
1
In)a *a+ $nor%ou+ un$r,nu&r)&)on an o-$r,nu&r)&)on .ro"#$%+ In)a *a+ $nor%ou+ un$r,nu&r)&)on an o-$r,nu&r)&)on .ro"#$%+
!$ia #a$ t#e large$t number of malnouri$#ed c#ildren in t#e world. )#e Double Burden
of (alnutrition in !$ia wa$ in$"ired b% t#e ma$$ive c#allenge t#at t#i$ $ituation currentl%
"o$e$ for !$ia. .t de$cribe$ t#e main driving force$ be#ind t#e ground$well of under6
nutrition: w#ile $#edding lig#t on t#e emerging double burden of co6e3i$ting underweig#t
and overweig#t: and t#e linkage$ between t#e$e two different form$ of malnutrition.
)#ere are two t%"e$ of nutritional "roblem$ 6 one i$ under6nutrition and anot#er i$ over6
nutrition. 2m"#a$i$ $#ould be given not onl% to food but al$o to care and #ealt#: t#e
rea$on being t#at even if c#ildren in t#e age grou" of 462 %ear$ are able to get food: t#e%
ma% #ave mot#er$ w#o do not #ave enoug# time to "a% attention to t#eir c#ildren.
Similarl%: if t#ere i$ no #ealt#6guaranteeing environment: and c#ildren $uffer from
diarr#oeal di$ea$e$: no amount of food will #el" "revent malnutrition.
7ver6nutrition: on t#e ot#er #and: mean$ eit#er too man% calorie$ or t#e wrong t%"e$ of
calorie$ $uc# a$ $aturated fat$ or #ig#l% "roce$$ed $ugar t#at lead to obe$it%: va$cular
di$ea$e$: etc. (an% develo"ing countrie$ #ave under6nutrition and t#o$e in 2uro"e and
Cort# !merica #ave over6 nutrition "roblem$. )#ere i$ t#i$ in6between categor% wit#
countrie$ like .ndia t#at $till #ave an enormou$ amount of under6nutrition and $ignificant
over6nutrition "roblem$. .n .ndia: for in$tance: around 54 "er cent of it$ c#ildren under
t#e age of five are undernouri$#ed or malnouri$#ed. But in urban area$: t#e over6nutrition
"roblem i$ $#ooting u": t#ank$ to t#e c#ange in life$t%le and food #abit$. !$ a re$ult:
#ealt# $%$tem$ are under #uge $tre$$.
>#en t#ere i$ malnutrition: t#ere i$ a #ig#er level of lower birt# rate. 7ne in t#ree babie$
born in .ndia weig# $ignificantl% low becau$e t#eir mot#er$ are undernouri$#ed. Some
low6weig#t babie$ die and $ome $urvive and t#o$e w#o $urvive ada"t to malnutrition and
$carcit%. )#at i$: t#e biological ada"tation i$ "rogrammed to ma3imi*e ever% calorie t#e
bod% get$. )#i$ ada"tation t#at #el"ed a malnouri$#ed bab% $urvive $uddenl% turn$ out to
be a mal6ada"tation w#en t#e bab% become$ an adult. )#e adult: w#o wa$ malnouri$#ed
/
in t#e "a$t: gain$ e3tra weig#t even w#en #e take$ onl% normal amount of food becau$e
of t#e biological ada"tation.
Bran Lo/a#&/ Bran Lo/a#&/
Selling to brand loyal
1
customers is far less costly than converting new customers
(Reichheld 1996, Rosenberg and Czepiel 19!"
i
# $n addition, brand loyalty provides
firms with tremendous competitive weapons# %rand loyal consumers are less price
sensitive (&rishnamurthi and Ra' 1991"
ii
# ( strong consumer franchise gives
manufacturers leverage with retailers ((a)er 1991" 1# (nd, loyalty reduces the
sensitivity of consumers to mar)etplace offerings, which gives the firm time to
respond to competitive moves ((a)er 1991" 1# $n general, brand loyalty is a
reflection of brand e*uity, which for many businesses is the largest single asset#
+erhaps the most cited conceptual definition of brand loyalty comes from ,acoby and
Chestnut (19-, p# ."
iii
/ 01he biased, behavioral response, e2pressed over time, by
some decision3ma)ing unit, with respect to one or more alternative brands out of a
set of such brands, and is a function of psychological (decision3ma)ing, evaluative"
processes#4 Consistent with this definition are two broad categories of operational
definitions# 1he first stresses the 0behavioral response, e2pressed over time45
typically a series of purchases# (s 6ay (19-9" observed
iv
, however, the ma'or
limitation of behavioral measures is the failure to identify motive and the resulting
confusion between brand loyalty and other forms of repeat buying# 1he ma'or
alternative operational definition is based on consumer attitudes, preferences, and
purchase intentions# 1hese measures stress the cognitive 0bias,4 and the
0psychological (decision3ma)ing evaluative" processes4 underlying loyalty#
1
0
H$a#&* R$#a&$ E0.$n+$+ H$a#&* R$#a&$ E0.$n+$+
&S( 17C89:+(& has conceived an innovative product called 8ealth :utloo) ;..!,
which provides strategic insights to consumer shopping and buying behavior# (part
from the consumer insights, complete health profiling is also done for providing
derived disease incidence and prevalence in the country#
1his +an $ndian research model provides large research depths by covering about
1.,... households across cities li)e Chandigarh, 6elhi, ,aipur, <uc)now, <udhiana,
Calcutta, +atna, %angalore, Chennai, Cochin, 8yderabad, =adurai, (hmedabad,
$ndore, =umbai, 9agpur, +une and Surat# 1he rich respondent profile includes S7C (,
% and C giving a good coverage for demographic types#
8ealth :utloo) shows that health en'oys about 9#> per cent share of the wallet of
$ndian consumer and is on the rise for the last three years# 1his spend includes
health supplements, health drin)s, doctors and consultants fees, medicines, medical
insurance, regular chec) ups etc#
(bout 91 per cent of this was out3of3poc)et e2pense and only 9 per cent came from
employers and insurance# (nalysis of the consumer?s drug purchase behaviour shows
that @9 per cent use old prescriptions and ;9 per cent use over3the3counter drugs,
meaning cent of the consumers indulged in self3medication#
&on$umer attitude$ to #ealt# drink$ are mainl% influenced b% +ualit% attribute$. 2t#ical
factor$ are im"ortant in $ome ca$e$: but t#e% ma% be over$tated. )#e relation$#i"$
between con$umer$H awarene$$ of #ealt# drink: "rice and "erceived +ualit% of food were
inve$tigated b% te$t$ involving $erie$ of con$umer "anel$ and $en$or% evaluation. Sen$or%
re$"on$e$ were al$o matc#ed to in$trumental anal%$i$ data. Re$ult$ indicated t#at overall
t#ere wa$ no relation between "aneli$t$ view$ about #ealt# drink$ and t#eir $en$or%
"erce"tion$. 2ig#t% "ercent of t#e "aneli$t$ felt t#at organic "roduct$ were too e3"en$ive:
but would bu% t#em if t#e% were c#ea"er. =owever t#e $tud% $#owed t#at mo$t of t#e
"eo"le would not be likel% to c#ange t#eir "reference once t#e% #ad made a "roduct
c#oice ba$ed u"on $en$or% attribute$. )#i$ #a$ im"ortant im"lication$: indicating t#at not
14
onl% "rice: but al$o $en$or% +ualit% of #ealt# drink mu$t be con$idered in order to
maintain re"eated "urc#a$e$ b% mo$t con$umer$.
.t i$ widel% acce"ted t#at con$umer acce"tance of drink$ i$ mainl% determined b% t#eir
$en$or% "erce"tion: w#ile c#oice i$ $trongl% influenced b% t#e "erceived value for mone%.
2t#ical factor$ are im"ortant in $ome ca$e$: but t#e% ma% be over$tated. !lt#oug#
com"ari$on$ between organic and conventional drink$ #ave been re"orted for a range of
attribute$: mea$ure$ of t#e +ualit% of #ealt# drink$ a$ "erceived b% con$umer$ u$ing
obEective $en$or% evaluation met#od$: or t#e relevance of an% "reconce"tion$ in
"erce"tion #ave not been $tudied. )#i$ $tud% aimed to inve$tigate t#e relation$#i" of
obEective +ualit% mea$urement$ including $en$or% attribute$ and con$umer "erce"tion of
organicall% and conventionall% "roduced #ealt# drink "roduct$.
!bout two t#ird$ of t#e con$umer$ t#at "artici"ated in t#e $urve% believed t#at #ealt#
drink i$ good for t#e environment: and 55< t#oug#t t#at it i$ #ealt#ier. =owever t#ere
wa$ $ome confu$ion relating to t#e u$e of "e$ticide$ and c#emical$ in t#at. ,ew
con$umer$; di$tingui$#ed #ealt# drink$ b% a""earance or ta$te. Bu%er$ of #ealt# drink$
were more likel% to indicate t#at t#e a""earance and ta$te are better: but environmental
"rotection wa$ $till t#e dominant "erceived benefit. Bu%er$ w#o believe t#at #ealt# drink
i$ better al$o t#ink t#at it i$ e3"en$ive A"L4.45B. .n t#i$ $tud%: /4< of t#e con$umer$
"erceived #ealt# drink$ to be too e3"en$ive A40< were non6bu%er$ and 1< bu%er$B

11
II. II. APPROACH TO THE PROBLEM APPROACH TO THE PROBLEM
O"1$c&)-$ or &*$or$&)ca# 2ra%$3ork O"1$c&)-$ or &*$or$&)ca# 2ra%$3ork
)#e obEective of t#i$ re$earc# i$ to identif% t#e factor$ t#at influence a "er$on into
making a deci$ion to bu% a certain brand of malt6ba$ed #ealt# drink.
!$ mentioned in t#e Literature Review: according to indu$tr% anal%$t$: t#i$ categor% #a$
grown onl% on "romotion$ and for now: e3ce"t for "romotion$: not#ing $eem$ to be
working. )#erefore: ideall%: t#i$ re$earc# $#ould be able to bring to t#e fore: certain ot#er
factor$ t#at could lead to a growt# of t#i$ $egment.
!t t#e ver% lea$t: t#e re$earc# $#ould corroborate t#e e3i$ting a$$um"tion$ regarding t#e
influencing factor$. .t $#ould be in a "o$ition to verif% t#at t#e $te"$ variou$ "la%er$ are
taking to $timulate volume$ are in t#e rig#t direction: and would eventuall% lead to an
increa$e in market $#are.
R$+$arc* 4u$+&)on+ R$+$arc* 4u$+&)on+
.. >#at are t#e different F&u$tomer Segment$G de"ending u"on t#e "reference$M
... >#at i$ t#e "erce"tion of "eo"le toward$ t#e leading brand$ of =ealt# ,ood
Drink$M
.... >#at are different factor$ t#at influence t#e cu$tomer w#en =e8S#e bu%$ a =ealt#
,ood DrinkM
.9. >#o are t#e maEor .nfluencer$ in t#e "urc#a$e deci$ion of =ealt# ,ood Drink$M
12
I$n&)2)ca&)on o2 )n2or%a&)on n$$$ I$n&)2)ca&)on o2 )n2or%a&)on n$$$
!fter fi3ing t#e obEective: we $tarted an e3ten$ive reading on t#e to"ic. )#e ver% fir$t
+ue$tion we needed to clear in our mind wa$5 F>#at doe$ =ealt# ,ood Drink$ meanMG
)#erefore we narrowed down to t#e malt6ba$ed =ealt# drink$ like Bournvita and
Horlicks.
)#e $ub$e+uent reading$ #el"ed u$ under$tand t#e con$umer "attern$ and "erceived
need$ of t#e con$umer$ from a #ealt# drink. De"ending u"on t#at: we li$ted down $everal
factor$ t#at can influence a con$umer in bu%ing or not bu%ing a #ealt# drink.
)#e $tud% on F&on$umer Be#aviourG t#row$ lig#t on t#e "revalent con$umer "urc#a$e
influencer$ like Price: Couri$#ment: Palatabilit%: and Packaging w#ic# are included in t#e
"urc#a$e influence factor$ in t#e +ue$tionnaire
)#e Literature on F.ndian Couri$#mentG $#ow$ t#at t#e .ndian con$umer i$ getting more
and more #ealt# con$ciou$ and t#u$ t#ere i$ #uge "otential for t#e #ealt# drink$ in t#e
.ndian market.
Cowada%$ t#ere can be a number of $ource$ t#at influence a famil% in bu%ing a =ealt#
Drink. )#e$e $ource$ can be "romotion$: Doctor;$ !dvice: Peer ?rou" talk$ A word of
mout#B and c#oice of t#e c#ildren t#em$elve$.
Since t#e malt6ba$ed #ealt#6drink $egment i$ broadl% divided into 2 categorie$ 6 brown
AcocoaNba$edB and w#ite: t#erefore it wa$ decided to $tud% t#e leading brand$ available in
both t#e$e categorie$. >e vi$ited retail outlet$ in different "art$ of Sout# Del#i to
determine t#e mo$t "o"ular brand$. >e #ave a$$umed t#at brand$ t#at are mo$t vi$ible
and widel% available are t#e mo$t "o"ular: a$ retailer$ would $tock onl% t#o$e brand$ t#at
invoke ma3imum $ale$
!ll identified factor$ were di$cu$$ed and $creened b% t#e re$earc# team. .n t#i$ "roce$$:
factor$ t#at did not conve% muc#: did not $ound aut#entic or did not differ muc# from
ot#er factor$ were eliminated.
1
III. RESEARCH DESI5N III. RESEARCH DESI5N
)#e met#odolog% followed for anal%*ing t#e con$umer be#avior of #ealt# food drink
cu$tomer$ i$ a$ $#own in t#e figure.
Pr$#)%)nar/ In-$+&)ga&)on
Secondar% data anal%$i$
'ualitative re$earc#
Co##$c&)on o2 4uan&)&a&)-$ a&a
(ea$urement and Scaling Procedure$
'ue$tionnaire De$ign
Surve%
Sa%.#)ng Proc$++
)arget "o"ulation
Sam"le Si*e
Sam"ling tec#ni+ue
P#an 2or Ana#/+)+ o2 Da&a
,actor !nal%$i$
&lu$ter !nal%$i$
(ulti6dimen$ional Scaling
!C79!
F)$# (ork
14
6.1 Pr$#)%)nar/ In-$+&)ga&)on 6.1 Pr$#)%)nar/ In-$+&)ga&)on
)#i$ "#a$e involved "reliminar% inve$tigation of t#e variou$ factor$ w#ic# could
"o$$ibl% affect t#e con$umer;$ "erce"tion about t#e variou$ brand$ and in turn
influence t#e "urc#a$e deci$ion$ of t#e con$umer. >e "rimaril% u$ed t#ree
met#od$ to identif% t#e variou$ factor$. )#e Secondar% data gat#ered wa$
anal%*ed to under$tand t#e current $cenario of t#e =ealt# drink$ $egment. )#e
anal%$i$ of t#e $econdar% data al$o #el"ed u$ find different attribute$ w#ic# affect
t#e #ealt# drink$ $egment.
6.! 6.! Co##$c&)on o2 4uan&)&a&)-$ a&a Co##$c&)on o2 4uan&)&a&)-$ a&a
M$a+ur$%$n& an Sca#)ng Proc$ur$+7 M$a+ur$%$n& an Sca#)ng Proc$ur$+7 Con6&om"arative Rating $cale i$ u$ed
in w#ic# re$"ondent$ evaluate onl% one obEect at a time: and for t#i$ rea$on
noncom"arative $cale$ are often referred to a$ monadic $cale$. Concom"arative
tec#ni+ue$ con$i$t of continuou$ and itemi*ed rating $cale$.
>e #ave u$ed continuou$ rating $cale in order to rate t#e c#oice$ for "urc#a$e
con$ideration$ and t#e $ource$ of "urc#a$e deci$ion$.

4u$+&)onna)r$ D$+)gn7 4u$+&)onna)r$ D$+)gn7 )#i$ "#a$e involved t#e de$ign of t#e +ue$tionnaire on
t#e ba$i$ of t#e "otential factor$ identified a$ influencing t#e cu$tomer be#avior.
Re$earc# "roblem$ were li$ted and t#en t#e information needed wa$ identified.
)#e +ue$tion$ were t#en "re"ared in order to fulfill t#e information re+uirement$
a$ identified earlier.
Sur-$/7 Sur-$/7 Different Surve% met#od$ were u$ed for collection of data. )#e "rinci"le
met#od u$ed wa$ P$r+ona# In&$r-)$3)ng of t#e re$"ondent$. In,Ho%$
)n&$r-)$3+ were conducted b% u$ at variou$ location$ in Del#i. >e al$o did Ma##
In&$rc$.& at "o"ular market$ like Sarojini Nagar and Malviya Nagar. Due to t#e
$#ortage of time: we conducted a few tele"#onic interview$ to maintain diver$it%
in data.
15
6.6 6.6 Sa%.#)ng Proc$++ Sa%.#)ng Proc$++
Targ$& Po.u#a&)on7 Targ$& Po.u#a&)on7 )#e target "o"ulation i$ t#e collection of element$ or obEect$
t#at "roce$$ t#e information $oug#t b% t#e re$earc#er and about w#ic# inference$
are to be made. 7ur target "o"ulation involve$ t#e u$er$: decider$ and bu%er$ of
#ealt# food drink$. )#e u$er$ include t#e old and t#e %oung "o"ulation. )#e
decider$ and t#e bu%er$ mo$tl% include t#e #ou$e wive$ w#o bu% t#e "roduct from
t#e market.
Sa%.#$ S)8$7 Sa%.#$ S)8$7 .t denote$ t#e number of element$ to be included in t#e $tud%. Due
to time con$traint$ t#e $am"le $i*e c#o$en i$ ver% $mall.
Sa%.#)ng T$c*n)9u$7 Sa%.#)ng T$c*n)9u$7 ! mi3ture of +uota and $tratified met#od wa$ u$ed for
$am"ling: wit# care being taken to get re$"on$e$ from cu$tomer$ of different age
grou"$ and different famil% $i*e$.
I'. FIELD(ORK I'. FIELD(ORK
)#e $urve% wa$ conducted kee"ing in mind t#e u$er$ and decider$ of t#e #ealt# drink$.
)#e $urve% wa$ conducted in t#e Paschim Vihar and Ranibagh !rea$ of Del#i. >e made
$everal tri"$ to t#e local market ASarojini Nagar and Malviya NagarB and t#e nearb%
#ou$e#old$ to gat#er information from relevant "eo"le.
1-
'. DATA INTERPRETATION AND ANAL:SIS '. DATA INTERPRETATION AND ANAL:SIS
;.1 Da&a Ana#/+)+ P#an ;.1 Da&a Ana#/+)+ P#an
)#i$ c#a"ter $#ow$ #ow t#e information needed to an$wer t#e t#ree ke% re$earc#
+ue$tion$ #ave been e3tracted via t#e +ue$tionnaire.
Q1 explicitly asked the respondents i a health drink is used in the amily or by them! )#e
+ue$tionnaire wa$ not admini$tered to t#e re$"ondent$ t#at an$wered C7 to t#i$ +ue$tion.
Suc# re$"ondent$ #ave not been included in t#e $am"le $i*e of -4 t#at #a$ been
mentioned.
4! &o 4< of t#e +ue$tionnaire are u$ed to get t#e general detail$ about t#e re$"ondent
Aage: educational +ualification: annual income: famil% $i*e and number of c#ildren in t#e
famil%. "# explicitly asked the respondents about the si$e o the amily and "% asked
about the number o children in the respondent&s amily!
4= e3"licitl% a$k$ t#e brand "reference of t#e re$"ondent about t#e #ealt# drink.
4> a$k$ t#e re$"ondent$ to rate t#e im"ortance of t#e following .urc*a+$
con+)$ra&)on+ on a $cale of 1A9er% unim"ortantB to 5 A9er% .m"ortantB5
aB Couri$#ment
bB &olour
cB Palatabilit%
dB 2conom%
eB S#elf6"re$ence
fB Packaging
gB Brand .mage
#B Promotion$

11
)#e$e attribute$ were decided after a t#oroug# $econdar% data anal%$i$. =owever $ome of
t#e$e attribute$ mig#t #ave $imilar effect on t#e con$umer "reference. )#erefore we
conduct a factor anal%$i$ to find out t#e factor$ to w#ic# one or more of t#e above
variable$ belong.
4? a$k$ t#e re$"ondent$ to rate t#e Source$ of .nformation influencing t#e Purc#a$e
Deci$ion. )#e following $ource$ were con$idered5
aB !dverti$ement
bB &#ildren
cB Doctor
dB ,amil%
eB Pa$t e3"erience
fB Retailer
gB >ord of mout#
)#e re$"ondent$ were a$ked to rank t#e factor$ in order of im"ortance.
41@ a$k t#e re$"ondent$ to $core eac# of t#e brand$ on t#e variou$ "roduct attribute$ on
a $cale of 1 N 5.
,ive maEor $elling brand$ were te$ted on t#e variou$ "roduct attribute$ mentioned.
)#e brand$ included in t#e te$t were5
aB Boo$t
bB Bournvita
cB &om"lan
dB =orlick$
eB (ilo
411 and 41! are u$ed to determine t#e brand lo%alt% of t#e re$"ondent toward$ t#e
#ealt# drink: t#u$ a$king t#e $witc#ing "attern of t#e u$er$.
416 in t#e 'ue$tionnaire attem"t$ to find t#e Bran P$r+ona#)&/ b% a$king cu$tomer$
t#e "erceived trait$ of eac# of t#e leading brand$ of #ealt# drink$ available in t#e market
1/
toda%. .t i$ ver% im"ortant to reali*e t#at t#e$e are not t#e attribute$ t#at t#e drink claim$
to "o$$e$$: via it$ adverti$ement$ and ot#er "romotional activitie$. ,or e.g. Boo$t in it;$
cam"aign claim$ t#at FBoo$t i$ t#e $ecret of m% energ%G: but rat#er t#e attribute$ t#e
cu$tomer feel$ t#at t#e drink "o$$e$$e$. )#erefore: if re$"ondent$ identif% $"iritedne$$
wit# Boo$t it would im"l% t#at Boo$t i$ $ucce$$ful in it$ marketing $trateg%. )#e
re$"on$e$ to t#i$ +ue$tion would al$o be im"ortant to ot#er "la%er$ in t#i$ $egment: a$
t#e% would reali*e t#at t#eir "romotion$ are not being effective and #ence t#i$ would
encourage t#em to redirect t#eir marketing effort$. !"art from $"iritedne$$: t#e ot#er
im"ortant trait$ #ave been identified a$ (ode$t%: =one$t%: &#eerfulne$$: Boldne$$:
S"iritedne$$: Reliabilit%: So"#i$tication: )oug#ne$$: and Ruggedne$$.
;.! M$&*oo#og/ ;.! M$&*oo#og/
4u$+&)onna)r$ C*$ck)ngAE)&)ng7 4u$+&)onna)r$ C*$ck)ngAE)&)ng7 )#e +ue$tionnaire i$ c#ecked for com"letion and
interviewing +ualit%. 2diting i$ t#e review of t#e +ue$tionnaire wit# t#e obEective of
increa$ing accurac% and "reci$ion.
Co##a&)on o2 Da&a7 Co##a&)on o2 Da&a7 )#e data i$ collated in t#e e3cel $#eet and "re"ared for $tati$tical
anal%$i$. !n SPSS view of t#e data wa$ al$o taken for furt#er anal%$i$.
C*o)c$ o2 S&a&)+&)ca# Ana#/+)+ T$c*n)9u$+7 C*o)c$ o2 S&a&)+&)ca# Ana#/+)+ T$c*n)9u$+7
)6$tati$tic )6$tati$tic5 5 ! t6te$t wa$ conducted on t#e re$ult$ of t#e $urve% in order to com"are t#e
mean$ of t#e rank$ for t#e factor$ or $ource$ of information to find out t#e mo$t
im"ortant influencing t#e "urc#a$ing deci$ion. )6te$t wa$ al$o conducted on t#e variou$
"roduct attribute$ for different brand$.
!nova !nova5 5 .t i$ carried to $tud% t#e variance of t#e factor$ or "roduct attribute$ t#at influence
t#e mo$t among t#e variou$ demogra"#ic grou"$ b% conducting t#e one wa% !nova te$t
on t#e $core$ of t#e$e / factor$.
10
,actor !nal%$i$ ,actor !nal%$i$5 5 )#e variou$ variable$ t#at denote t#e "roduct attribute$ t#at determine
t#e "urc#a$ing deci$ion can be actuall% factored u$ing factor anal%$i$. )#i$ factoring of
t#e variable$ #el"$ in ea$il% $tud%ing t#e con$umer be#aviour.
&lu$ter !nal%$i$ &lu$ter !nal%$i$5 5 )#e $et of re$"ondent$ wa$ $egmented on t#e ba$i$ of t#e demogra"#ic
information namel% Oage6grou";: Oincome6grou";: Oeducation;: Ofamil% $i*e; etc u$ing
clu$ter anal%$i$ $o a$ to identif% t#e di$tinct clu$ter$ de"ending u"on t#e$e demogra"#ic
factor$.
(ulti Dimen$ional Scaling (ulti Dimen$ional Scaling5 5 )#i$ anal%$i$ wa$ "erformed on t#e overall $am"le$ a$ well
a$ on t#e 2 $egment$ individuall% $o a$ to gauge t#e difference in t#eir "erce"tion$. )#e
$election "roce$$ de"end$ on t#e fact t#at it i$ conducted on t#e aggregate level data: i.e.
t#at on t#e two clu$ter$ formed after clu$ter anal%$i$. )#i$ i$ due to t#e fact t#at all
market $trategie$ are t%"icall% formulated at t#e $egment or aggregate level.
;.6 Ana#/+)+ an In&$r.r$&a&)on ;.6 Ana#/+)+ an In&$r.r$&a&)on
Source$ of .nformation influencing t#e Purc#a$e Deci$ion Source$ of .nformation influencing t#e Purc#a$e Deci$ion
#B !dverti$ement
iB &#ildren
EB Doctor
kB ,amil%
lB Pa$t e3"erience
mB Retailer
nB >ord of mout#
)#e re$"ondent$ were a$ked to rank t#e factor$ in order of im"ortance. ! t6te$t wa$
conducted on t#e re$ult$ of t#e $urve% in order to com"are t#e mean$ of t#e rank$ for t#e
factor$. )#e re$ult$ of t#e te$t are a$ $#own in t#e 23#ibit 1. >e can $a% from t#e re$ult$
24
t#at t#ere i$ a $ignificant difference between t#e rank$ of t#e factor$ wit# a 05<
confidence.
)#e two mo$t im"ortant factor$ t#at emerge out of t#e te$t$ overall are t#e F,amil%
doctorG and t#e influence of t#e F,amil%G. )#i$ finding i$ an im"ortant im"lication for
"roduct "lacement. >e can $a% t#at t#e #ealt# food drink$ $#ould a""eal to t#e com"lete
famil% rat#er t#an onl% a "articular age grou". Doctor$ can al$o be an im"ortant
influencer or o"inion leader and #ence $#ould be targeted in t#e "roduct "romotion$.
Some "roduct$ #ave been "romoting t#eir "roduct$ u$ing com"arative adverti$ement$
including te$tification$ b% t#e doctor$.
! $econd te$t can be conducted in t#e $ame manner taking onl% t#e ca$e$ w#ere t#e
"eo"le are #aving kid$ in t#e famil%. )#e re$ult$ are $#own in t#e 23#ibit 2. >e ob$erve
t#at t#e two mo$t im"ortant factor$ differ from t#e fir$t $cenario. )#e two mo$t im"ortant
factor$ t#at emerge out of t#e te$t are F,amil% DoctorG and F!dverti$ementG. )#u$ it can
be concluded t#at adverti$ement$ #ave an im"ortant influence on t#e familie$ #aving kid$
or in turn t#e kid$. )#i$ can be ea$il% ob$erved from t#e large number of adverti$ement$
directed toward$ t#e well being of kid$.
Product !ttribute$ .nfluencing t#e Purc#a$e Deci$ion Product !ttribute$ .nfluencing t#e Purc#a$e Deci$ion
)#e following "roduct attribute$ were identified a$ influencing t#e "urc#a$e
deci$ion$ of t#e cu$tomer$5
aB Couri$#ment
bB &olour
cB Palatabilit%
dB 2conom%
eB S#elf6"re$ence
fB Packaging
gB Brand .mage
#B Promotion$
)#e re$"ondent$ were a$ked to $core t#e im"ortance of t#e factor$ on a $cale of 1 to 5:
wit# 5 being t#e mo$t im"ortant. ! t6te$t wa$ conducted on t#e $core$ of t#e factor$ in
order to find t#e mo$t im"ortant factor$. )#e t6te$t $#ow$ t#ere i$ a $ignificant difference
21
between t#e $core$ of t#e variou$ factor$ wit# a 05< confidence. )#e re$ult$ of t#e te$t
are $#own in 23#ibit .
>e ob$erve from t#e re$ult$ t#at t#e two mo$t im"ortant "roduct attribute$ in making a
"urc#a$e deci$ion are t#e FPalatabilit%G and t#e FCouri$#mentG "erce"tion in t#e mind$
of t#e cu$tomer$. )#e$e factor$ turn out to be t#e $ame irre$"ective of w#et#er t#ere are
c#ildren in t#e famil% or not.
>e t#en $tud% t#e variance of t#e$e factor$ among variou$ demogra"#ic grou"$ b%
conducting t#e one wa% !nova te$t on t#e $core$ of t#e$e / factor$. >e $tudied t#e
variance of t#e mean $core$ of t#e$e attribute$ among t#e variou$ grou"$ differentiated
b% t#e following factor$56
aB .ncome
bB 2ducation
cB !ge
dB ,amil% $i*e
)#e re$ult$ of t#e !nova te$t$ w#ic# were conducted on t#e data are a$ $#own in t#e
23#ibit$ 461. >e ob$erve t#at t#ere are no $ignificant difference$ in t#e $core$ of t#e
"roduct attribute$ in different grou"$ a$ cla$$ified b% F.ncomeG: F2ducationG and F,amil%
$i*eG wit#in a 05< confidence interval.
=owever t#ere i$ a $ignificant different on t#e FCouri$#mentG and F2conom%G "roduct
attribute$ of #ealt# food drink$. !$ i$ ob$erved from t#e mean $core$: t#e FCouri$#mentG
a$"ect become$ "articularl% im"ortant for "eo"le above t#e age of -4. .t i$ al$o im"ortant
for "eo"le w#o are %oung in age i.e. le$$ t#an 24. =owever it doe$ not $eem to be ver%
$ignificant for "eo"le in t#e age grou" 6 45.
)#e factor anal%$i$ of t#e$e attribute$ i$ done in t#e following $ection.
,actor !nal%$i$ of Purc#a$e &on$ideration$ ,actor !nal%$i$ of Purc#a$e &on$ideration$
)#e factor anal%$i$ of t#e / "roduct attribute$ %ield$ t#e following factor$5
,actor .5 Promotion' Shel(Presence' Packaging ) *conomy
,actor ..5 Palatability' Brand
,actor ...5 Nourishment' +olour
22
,-or the output o actor analysis' reer to exhibit .!/
!$ factor . encom"a$$ t#e acce$$ibilit% and affordabilit% of t#e "roduct: it can be termed
a$ BPurc*a+$ F$a+)")#)&/C.
!$ factor .. encom"a$$ t#e "alatabilit% and brand value of t#e "roduct: it can be termed
a$ BL)k$a")#)&/C.
!$ factor ... encom"a$$ t#e nutritional value and colour: an indicator of +ualit%: of t#e
"roduct: it can be termed a$ BU&)#)&/C.

&u$tomer Segmentation &u$tomer Segmentation
)#e $et of re$"ondent$ wa$ $egmented on t#e ba$i$ of t#e demogra"#ic information
namel% Oage6grou";: Oincome6grou";: Oeducation;: Ofamil% $i*e; etc. )#e clu$ter anal%$i$
on t#e$e demogra"#ic variable$ %ield$ t#e following 2 clu$ter$5
&lu$ter 15 )#e member$ are almo$t uniforml% di$tributed acro$$ all age $egment$
e3ce"t under624 in w#ic# no member lie$. =owever: t#e famil% $i*e i$ large t#an
for all t#e member$ and a maEorit% of member$ #aving 162 c#ild in t#e famil%.
)#e clu$ter $i*e i$ 21 re$"ondent$.
&lu$ter 25 !ll t#e member$ in t#i$ clu$ter are le$$ t#an t#e age of 2 %r$: wit# t#e
maEorit% being le$$ t#an 24 %r$. !round 04< of t#e member$ were eit#er $ingle or
cou"le t#u$ $ugge$ting t#at t#e member$ were eit#er $tudent$: or bac#elor8newl%6
married %oung working "rofe$$ional$. )#e clu$ter $i*e i$ 4 re$"ondent$.
!$ t#e con$um"tion in clu$ter 2 would be lower t#an t#e large familie$
com"ri$ing kid$ P older "er$on$ becau$e of le$$ #ealt# concern$ and "reference
for alternative beverage$: t#e "rice $en$itivit% of clu$ter 2 would be low w#ile
clu$ter 1 i$ concerned about econom%.
2
,-or output o cluster analysis' reer to *xhibit 0/!
)#u$: clu$ter 1 could be termed a$ B-a#u$,+$$k$r+C w#ile clu$ter 2 could be termed a$
B9ua#)&/,+$$k$r+C.
Different Brand$ on Product !ttribute$ Different Brand$ on Product !ttribute$
,ive maEor $elling brand$ were te$ted on t#e variou$ "roduct attribute$ mentioned.
)#e brand$ included in t#e te$t were5
fB Boo$t
gB Bournvita
#B &om"lan
iB =orlick$
EB (ilo
)#e re$"ondent$ were a$ked to $core eac# of t#e brand$ on t#e variou$ "roduct attribute$
on a $cale of 1 N 5. )6te$t wa$ conducted on t#e variou$ "roduct attribute$ for different
brand$. )#e re$ult$ #ave been $#own in 23#ibit 11.
)#e number of re$"ondent$ w#o were con$uming t#e variou$ brand$ i$ a$ $#own in t#e
"ie c#art. !$ we can ob$erve from t#e gra"#: Bournvita i$ found to be t#e leading brand
clo$el% followed b% =orlick$: w#ile t#e ot#er brand$ do not #ave a large taking from our
$urve%.
24
)#e re$ult$ of t#e variou$ brand$ on different attribute$ are a$ follow$5
aD Nour)+*%$n&7 =orlick$ $core$ well above all t#e brand$ a$ far a$ t#e
nouri$#ment attribute of t#e "roduct i$ concerned. )#e $econd brand
$ur"ri$ingl% turn$ out to be &om"lan above Bournvita alt#oug# t#ere are not
man% taker$ for t#e brand in our $urve%.
"D Co#our7 )#e two brand$ wit# #ig#e$t main $core$ are again Bournvita and
=orlick$. )#i$ mean$ t#at t#e dark brown $#ining colour of Bournvita i$ t#e
mo$t liked.
cD Pa#a&a")#)&/7 Bournvita $core$ muc# #ig#er t#an ot#er$ going wit# t#e
tradition$ of &adbur%$ tradition of ta$te. )#e $econd brand i$ =orlick$.
D Econo%/7 Bournvita $core$ t#e #ig#e$t on t#e econom% a$"ect clo$el%
followed b% =orlick$. )#i$ mean$ t#at t#e "rice being offered for t#e "roduct
i$ "erceived a$ being com"etitive in t#e #ealt# food drink market.
$D S*$#2 .r$+$nc$7 )#e mean $core of t#i$ a$"ect of =orlick$ i$ t#e be$t followed
b% Bournvita. )#i$ #a$ to do wit# t#e di$tribution of t#e brand$ w#ic# a""ear$
to be t#e be$t for =orlick$
25
2D Packag)ng7 =orlick$ and Bournvita $core again above t#e re$t of t#em on t#e
"ackaging a$"ect "erce"tion. )#i$ ma% be due to t#e range of S@I;$ available
and al$o wit# t#e different t%"e$ of "ackaging container$ like "
gD Bran I%ag$7 )#e mean $core for brand image i$ t#e #ig#e$t for Bournvita
followed b% =orlick$. )#i$ mean$ t#e adverti$ing and image a$$ociation$ wit#
Bournvita are ver% $trong.
*D Pro%o&)ona# +c*$%$+7 Bournvita $core$ t#e #ig#e$t on t#i$ a$"ect. )#e ot#er
clo$el% following brand =orlick$ $eem$ to be lagging on t#i$ a$"ect. Boo$t on
t#e ot#er #and $core$ #ig# on t#i$ attribute.
)#u$ we can well $a% t#at t#e market leader$ are t#e brand$ w#o are $coring #ig# on all
of t#e above attribute$.
)#oug# t#e above anal%$i$ reveal$ t#e relative "erformance of t#e brand$ on different
"arameter$: attribute-based Multi Dimensional Scaling (MDS) would indicate t#e
overall "o$itioning of t#e$e brand$. )#e$e re$ult$ are di$cu$$ed #ereunder.
!ttribute6Ba$ed (DS !ttribute6Ba$ed (DS
)#e tool u$ed for t#i$ anal%$i$ i$ (DSQ. )#e anal%$i$ wa$ "erformed on t#e overall
$am"le$ a$ well a$ on t#e 2 $egment$ individuall% $o a$ to gauge t#e difference in t#eir
"erce"tion$.
)#e (DS on overall $am"le $ugge$t$ t#at
Bran Po+)&)on)ng A&&r)"u&$+
=orlick$ Brand: Couri$#ment: S#elf6"re$ence
Bournvita: &om"lan Palatabilit%: S#elf6"re$ence
(ilo: Boo$t Promotion: 2conom%: &olour
>#ile t#e anal%$i$ on Ovalue6$eeker$; &lu$ter 1 $ugge$t$ t#at
2-
Conc$rn+ Bran Po+)&)on)ng A&&r)"u&$+ S&r$ng&*
2conom%:
9alue6for6mone%
&om"lan: =orlick$ Brand: S#elf6"re$ence:
Packaging: Couri$#ment
>eak
Bournvita Palatabilit%: Brand >eak
(ilo: Boo$t 2conom%: &olour:
Promotion
Strong
)#e above table $ummari*e$ t#e e3i$ting "o$itioning in mind$ of Ovalue6$eeker$; and al$o
indicate$ t#e relative $trengt# of brand$ on t#e ba$i$ of matc# between t#e $egment
concern$ and t#e "o$itioning attribute$.
>#ile t#e anal%$i$ on O+ualit%6$eeker$; &lu$ter 2 $ugge$t$ t#at
Conc$rn+ Bran Po+)&)on)ng A&&r)"u&$+ S&r$ng&*
'ualit%: Little
concern for
econom%
=orlick$ Brand: Couri$#ment Somew#at Strong
Bournvita S#elf6"re$ence: Palatabilit% Somew#at Strong
Boo$t &olour >eak
(ilo: &om"lan Promotion >eak
)#e above table $ummari*e$ t#e e3i$ting "o$itioning in mind$ of O+ualit%6$eeker$; and
al$o indicate$ t#e relative $trengt# of brand$ on t#e ba$i$ of matc# between t#e $egment
concern$ and t#e "o$itioning attribute$. Cone of t#e brand$ i$ "erceived to be better on
Oeconom%; and O"ackaging;.
Brand Lo%alt% !mong &u$tomer$ Brand Lo%alt% !mong &u$tomer$
)#e re$"ondent$ in t#e $urve% were a$ked w#et#er t#e% $witc#ed brand$ often or
$tick to one brand. >e ob$erve from t#e "ie c#art given t#at a va$t maEorit% of "eo"le
never $witc# brand$ of t#e #ealt# food drink. 7nl% about 24 N 25 < "eo"le c#ange brand$
$ometime$.
21
!not#er +ue$tion w#ic# wa$ a$ked wa$ t#at of t#e action w#en a retailer doe$ not #ave a
brand t#at t#e con$umer want$. )#i$ again indicate$ t#at onl% about 24 N 25< of t#e
cu$tomer$ actuall% bu% anot#er brand w#en t#e de$ired brand i$ not "re$ent in t#e $#o".
)#e re$ult of t#e $urve% i$ a$ $#own in t#e following "ie c#art.
>e ne3t conduct a one6wa% !nova te$t to te$t t#e brand lo%alt% among t#e cu$tomer$ of
different brand$. .t i$ ob$erved t#at t#ere i$ no $ignificant difference in t#e $witc#ing
be#aviour or t#e action w#en t#e brand i$ not available. )#e$e are t#e $ame acro$$ all t#e
brand$.
2/
Brand Per$onalit% Brand Per$onalit%
)#e attribute6ba$ed (DS of t#e trait6brand matri3 $ugge$t$ t#at
OHor#)ck+C E BBourn-)&aC are "erceived to be O(ode$t;: O=one$t;: Reliable; P
O&#eerful;. )#u$: t#e$e brand$ can be "er$onified a$ a Or$#)a"#$C an B*$#.)ngC
2r)$n.
OCo%.#anC i$ "erceived to OSo"#i$ticated; t#u$ it can be "er$onified a$ a
c*ar%)ngF +ua-$ an c*)-a#rou+ g$n&#$%an.
BM)#oC E BBoo+&C are "erceived to be OBold; P OS"irited;. )#u$: t#e$e brand$ can
be "er$onified a$ 2un,#o-)ngF a-$n&urou+ an ar)ng /ou&*.
Cone of t#e brand$ i$ "erceived to be Otoug#; P Orugged; a$ i$ de$ired for a #ealt#
"roduct.
,-or the perceptual map o traits(brands' reer to *xhibit 1%/!
'I. RESULTS 'I. RESULTS
Cu+&o%$r S$g%$n&a&)on Cu+&o%$r S$g%$n&a&)on
C#u+&$r Ana#/+)+ C#u+&$r Ana#/+)+
&lu$ter 1 &lu$ter 15 'a#u$,S$$k$r+
,amil% Si*e5 RS
Si*e of clu$ter5 21 re$"ondent$
&lu$ter 2 &lu$ter 25 4ua#)&/,S$$k$r+
,amil% Si*e5 LS2
Si*e of clu$ter5 4 re$"ondent$
Single$: %oung newl% married cou"le
20
Prouc& A&&r)"u&$+ In2#u$nc)ng Purc*a+$ D$c)+)on Prouc& A&&r)"u&$+ In2#u$nc)ng Purc*a+$ D$c)+)on
Fac&or Ana#/+)+
,actor !nal%$i$ %ield$ factor$
Purc#a$e ,ea$ibilit% Purc#a$e ,ea$ibilit% APromotion: S#elf6Pre$ence: Packaging P 2conom%B
Likeabilit% Likeabilit% APalatabilit%: BrandB
Itilit% Itilit% ACouri$#ment: &olourB
)wo mo$t im"ortant factor$ came out to be5
Palatabilit% Palatabilit%
Couri$#ment Couri$#ment
Purc*a+$ In2#u$nc$ Fac&or+ Purc*a+$ In2#u$nc$ Fac&or+
)wo mo$t im"ortant factor$ for familie$5
Doctor Doctor
,amil% .nfluence ,amil% .nfluence
)wo mo$t im"ortant factor$ for familie$ wit# kid$5
Doctor Doctor
!dverti$ement$ !dverti$ement$
Bran Lo/a#&/ Bran Lo/a#&/
&u$tomer$ more often $tick to one brand
Co $ignificant difference in $core$ for t#e brand$ anal%*ed
'II. CONSTRAINTSALIMITATIONS 'II. CONSTRAINTSALIMITATIONS
Since t#i$ ProEect wa$ intended to initiate u$ to t#e met#odologie$ and tec#ni+ue$ of
Bu$ine$$ Re$earc# (et#od$: t#erefore t#ere are a number of con$traint$ in term$ of
(an"ower and Re$ource$ to conduct a large6$cale $urve%. )#e $co"e of t#e "roEect wa$
limited to learning.
4
)#ere #ave been a number of limitation$ becau$e of w#ic# t#e $urve% ma% not be
indicative of t#e view$ of t#e target "o"ulation. ! few of t#e$e #ave been mentioned
below.
)#e Sam"le $i*e u$ed for t#e re$earc# i$ le$$.
)#e Sam"le con$i$ted of "rimaril% $tudent$.
)#e )arget !rea wa$ limited to &ollege and t#e nearb% market$.
&on$ultation wit# 23"ert$ would #ave largel% im"roved +ualit% of t#e Re$earc#.
)#e 'ue$tionnaire wa$ not e3ten$ive and more i$$ue$ could #ave been addre$$ed.
)#e re$"on$e$ obtained mig#t be inaccurate or bia$ed: inadvertentl% or
deliberatel%.
)#e $am"le of t#e re$"ondent$ c#o$en for t#e $tud% mig#t not be re"re$entative.
!nal%$i$ of t#e "ro"o$ed a$"ect$ mig#t differ de"ending on t#e tool$ and
tec#ni+ue$ u$ed.
1
EXHIBITS EXHIBITS
E0*)")& 1
T,&$+& on &*$ )n2#u$nc)ng 2ac&or+
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Advt
57 3.63 1.665 .221
Children
57 4.18 2.197 .291
Doctor
57 3.33 1.816 .241
Fail!
57 3.26 1.675 .222
E"#erien
57 3.42 2.$44 .271
Dealer
57 5.7$ 1.511 .2$$
%rd&th
57 4.$4 1.832 .243
E0*)")& !
T,&$+& on &*$ )n2#u$nc)ng 2ac&or+ )n 2a%)#)$+ 3)&* k)+
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Advt
28 3.39 1.595 .3$1
Children
28 3.54 2.285 .432
Doctor
28 3.$$ 1.61$ .3$4
Fail!
28 3.64 1.393 .263
E"#erien
28 3.68 2.1$9 .399
Dealer
28 5.93 1.783 .337
%rd&th
28 3.96 1.527 .289
2
E0*)")& 6
T,&$+& on )%.or&anc$ o2 .rouc& a&&r)"u&$+
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
No'ri(h
57 4.21 1.$65 .141
Colo'r
57 2.56 .945 .125
)lt!
57 4.56 .682 .$9$
Econo!
57 3.$2 1.$$9 .134
Shel*
57 3.23 .964 .128
)+,
57 2.89 .939 .124
-rand
57 3.96 .981 .13$
)rootion
57 2.95 1.141 .151

E0*)")& G
On$ 3a/ Ano-a o2 .rouc& a&&r)"u&$+ -+. )22$r$n& )nco%$ grou.+
ANOVA

S' o*
S.'are( d* Mean S.'are F Si,.
No'ri(h -et%een
/ro'#(
3.158 3 1.$53 .925 .435
0ithin /ro'#(
6$.316 53 1.138
1otal
63.474 56
Colo'r -et%een
/ro'#(
2.4$7 3 .8$2 .893 .451
0ithin /ro'#(
47.629 53 .899
1otal
5$.$35 56
)lt! -et%een
/ro'#(
1.826 3 .6$9 1.333 .274
0ithin /ro'#(
24.2$9 53 .457
1otal
26.$35 56
Econo! -et%een
/ro'#(
2.247 3 .749 .725 .541
0ithin /ro'#(
54.736 53 1.$33
1otal
56.982 56
Shel* -et%een
/ro'#(
1.371 3 .457 .478 .699
0ithin /ro'#(
5$.664 53 .956
1otal
52.$35 56
)+, -et%een
/ro'#(
3.997 3 1.332 1.556 .211
0ithin /ro'#(
45.371 53 .856
1otal
49.368 56
-rand -et%een
/ro'#(
5.$58 3 1.686 1.829 .153
0ithin /ro'#(
48.871 53 .922
1otal
53.93$ 56
)rootion -et%een
/ro'#(
.1$6 3 .$35 .$26 .994
0ithin /ro'#(
72.736 53 1.372
1otal
72.842 56
4
E0*)")& ;
On$ 3a/ Ano-a o2 .rouc& a&&r)"u&$+ -+ )22$r$n& $uca&)on grou.+
ANOVA

S' o*
S.'are( d* Mean S.'are F Si,.
No'ri(h -et%een
/ro'#(
7.798 5 1.56$ 1.429 .23$
0ithin /ro'#(
55.675 51 1.$92
1otal
63.474 56
Colo'r -et%een
/ro'#(
2.647 5 .529 .57$ .723
0ithin /ro'#(
47.388 51 .929
1otal
5$.$35 56
)lt! -et%een
/ro'#(
3.428 5 .686 1.547 .192
0ithin /ro'#(
22.6$7 51 .443
1otal
26.$35 56
Econo! -et%een
/ro'#(
5.33$ 5 1.$66 1.$52 .398
0ithin /ro'#(
51.653 51 1.$13
1otal
56.982 56
Shel* -et%een
/ro'#(
7.7$3 5 1.541 1.772 .135
0ithin /ro'#(
44.332 51 .869
1otal
52.$35 56
)+, -et%een
/ro'#(
3.625 5 .725 .8$8 .549
0ithin /ro'#(
45.744 51 .897
1otal
49.368 56
-rand -et%een
/ro'#(
2.186 5 .437 .431 .825
0ithin /ro'#(
51.744 51 1.$15
1otal
53.93$ 56
)rootion -et%een
/ro'#(
9.251 5 1.85$ 1.484 .211
0ithin /ro'#(
63.591 51 1.247
1otal
72.842 56
5
E0*)")& <
On$ 3a/ Ano-a o2 .rouc& a&&r)"u&$+ -+ )22$r$n& ag$ grou.+
ANOVA

S' o*
S.'are( d* Mean S.'are F Si,.
No'ri(h -et%een
/ro'#(
29.336 4 7.334 11.172 .$$$
0ithin /ro'#(
34.138 52 .656
1otal
63.474 56
Colo'r -et%een
/ro'#(
6.185 4 1.546 1.834 .136
0ithin /ro'#(
43.85$ 52 .843
1otal
5$.$35 56
)lt! -et%een
/ro'#(
.928 4 .232 .48$ .75$
0ithin /ro'#(
25.1$7 52 .483
1otal
26.$35 56
Econo! -et%een
/ro'#(
12.452 4 3.113 3.635 .$11
0ithin /ro'#(
44.53$ 52 .856
1otal
56.982 56
Shel* -et%een
/ro'#(
.838 4 .21$ .213 .93$
0ithin /ro'#(
51.197 52 .985
1otal
52.$35 56
)+, -et%een
/ro'#(
3.625 4 .9$6 1.$3$ .4$1
0ithin /ro'#(
45.744 52 .88$
1otal
49.368 56
-rand -et%een
/ro'#(
4.$31 4 1.$$8 1.$5$ .391
0ithin /ro'#(
49.899 52 .96$
1otal
53.93$ 56
)rootion -et%een
/ro'#(
6.659 4 1.665 1.3$8 .279
0ithin /ro'#(
66.183 52 1.273
1otal
72.842 56
-
Descriptives
22 4.$9 1.$65 .227 3.62 4.56 1 5
18 4.72 .461 .1$9 4.49 4.95 4 5
8 2.63 .916 .324 1.86 3.39 2 4
6 4.83 .4$8 .167 4.4$ 5.26 4 5
3 5.$$ .$$$ .$$$ 5.$$ 5.$$ 5 5
57 4.21 1.$65 .141 3.93 4.49 1 5
22 2.73 .985 .21$ 2.29 3.16 1 4
18 2.22 .943 .222 1.75 2.69 1 4
8 3.13 .991 .35$ 2.3$ 3.95 1 4
6 2.5$ .548 .224 1.93 3.$7 2 3
3 2.$$ .$$$ .$$$ 2.$$ 2.$$ 2 2
57 2.56 .945 .125 2.31 2.81 1 4
22 4.55 .912 .194 4.14 4.95 1 5
18 4.56 .511 .121 4.3$ 4.81 4 5
8 4.63 .518 .183 4.19 5.$6 4 5
6 4.33 .516 .211 3.79 4.88 4 5
3 5.$$ .$$$ .$$$ 5.$$ 5.$$ 5 5
57 4.56 .682 .$9$ 4.38 4.74 1 5
22 3.23 1.152 .246 2.72 3.74 1 5
18 3.33 .9$7 .214 2.88 3.78 2 5
8 2.$$ .$$$ .$$$ 2.$$ 2.$$ 2 2
6 3.$$ .632 .258 2.34 3.66 2 4
3 2.33 .577 .333 .9$ 3.77 2 3
57 3.$2 1.$$9 .134 2.75 3.29 1 5
22 3.23 1.152 .246 2.72 3.74 1 5
18 3.17 1.$43 .246 2.65 3.69 2 5
8 3.5$ .535 .189 3.$5 3.95 3 4
6 3.17 .753 .3$7 2.38 3.96 2 4
3 3.$$ .$$$ .$$$ 3.$$ 3.$$ 3 3
57 3.23 .964 .128 2.97 3.48 1 5
22 2.86 1.125 .24$ 2.36 3.36 1 4
18 2.78 .732 .173 2.41 3.14 2 4
8 3.38 .744 .263 2.75 4.$$ 2 4
6 2.5$ .837 .342 1.62 3.38 2 4
3 3.33 1.155 .667 .46 6.2$ 2 4
57 2.89 .939 .124 2.65 3.14 1 4
22 4.$5 1.$9$ .232 3.56 4.53 1 5
18 3.94 .725 .171 3.58 4.31 2 5
8 4.$$ 1.3$9 .463 2.91 5.$9 2 5
6 3.33 .816 .333 2.48 4.19 2 4
3 4.67 .577 .333 3.23 6.1$ 4 5
57 3.96 .981 .13$ 3.7$ 4.23 1 5
22 3.23 1.152 .246 2.72 3.74 1 5
18 2.78 1.215 .286 2.17 3.38 1 5
8 2.63 1.$61 .375 1.74 3.51 1 4
6 3.33 1.$33 .422 2.25 4.42 2 4
3 2.$$ .$$$ .$$$ 2.$$ 2.$$ 2 2
57 2.95 1.141 .151 2.64 3.25 1 5
2 2$
2$332
33345
4636$
4 6$
1otal
2 2$
2$332
33345
4636$
4 6$
1otal
2 2$
2$332
33345
4636$
4 6$
1otal
2 2$
2$332
33345
4636$
4 6$
1otal
2 2$
2$332
33345
4636$
4 6$
1otal
2 2$
2$332
33345
4636$
4 6$
1otal
2 2$
2$332
33345
4636$
4 6$
1otal
2 2$
2$332
33345
4636$
4 6$
1otal
no'ri(h
colo'r
#lt!
econo!
(hel*
#+,
5rand
#rootio
N Mean Std. Deviation Std. Error 6o%er -o'nd 7##er -o'nd
958 Con*idence 9nterval *or
Mean
Mini' Ma"i'
1
E0*)")& =
On$ 3a/ Ano-a o2 .rouc& a&&r)"u&$+ -+ )22$r$n& 2a%)#/ +)8$ grou.+
ANOVA

S' o*
S.'are( d* Mean S.'are F Si,.
No'ri(h -et%een
/ro'#(
8.4$$ 3 2.8$$ 2.695 .$55
0ithin /ro'#(
55.$73 53 1.$39
1otal
63.474 56
Colo'r -et%een
/ro'#(
2.7$9 3 .9$3 1.$11 .395
0ithin /ro'#(
47.326 53 .893
1otal
5$.$35 56
)lt! -et%een
/ro'#(
.866 3 .289 .6$8 .613
0ithin /ro'#(
25.169 53 .475
1otal
26.$35 56
Econo! -et%een
/ro'#(
6.897 3 2.299 2.433 .$75
0ithin /ro'#(
5$.$85 53 .945
1otal
56.982 56
Shel* -et%een
/ro'#(
3.485 3 1.162 1.268 .295
0ithin /ro'#(
48.55$ 53 .916
1otal
52.$35 56
)+, -et%een
/ro'#(
2.823 3 .941 1.$72 .369
0ithin /ro'#(
46.545 53 .878
1otal
49.368 56
-rand -et%een
/ro'#(
1.$27 3 .342 .343 .794
0ithin /ro'#(
52.9$3 53 .998
1otal
53.93$ 56
)rootion -et%een
/ro'#(
7.117 3 2.372 1.913 .139
0ithin /ro'#(
65.726 53 1.24$
1otal
72.842 56
/
E0*)")& >7
Fac&or Ana#/+)+ o2 Prouc& A&&r)"u&$+ACon+)$ra&)on+
KMO and Bartlett's Test
:ai(er3Me!er3;l+in Mea('re o* Sa#lin,
Ade.'ac!.
.592
-artlett<( 1e(t o*
S#hericit!
A##ro". Chi3S.'are
94.$19
d*
28
Si,.
.$$$
Rotated Component Matrix(a

Co#onent
1 2 3
)=;M;19; .741 .$17 3.178
S>E6F
.707 3.$65 .286
):/
.686 .392 3.223
EC;N;M?
.586 .17$ .512
)61?
3.125 .876 .184
-=AND
.233 .862 3.$47
N;7=9S>
.135 .147 .820
C;6;7=
.179 .$6$ .703
E"traction Method@ )rinci#al Co#onent Anal!(i(. =otation Method@ E.'aa" %ith :ai(er NoraliAation.
A =otation conver,ed in 5 iteration(.
0
Scree )lot
Co#onent N'5er
8 7 6 5 4 3 2 1
E
i
,
e
n
v
a
l
'
e
3.$
2.5
2.$
1.5
1.$
.5
$.$
So'rce@ S)SS o't#'t
44
Co#onent )lot in =otated S#ace
econo!
(hel*
no'ri(h
#rootio
Co#onent 2
1.$ 1.$
#+,
3.5
$.$
.5 .5
.5
5rand #lt!
1.$
Co#onent 3 Co#onent 1
colo'r
$.$ $.$
3.5 3.5
41
E0*)")& ?7
C#u+&$r Ana#/+)+ on D$%ogra.*)c 'ar)a"#$+
!inal Cl"ster Centers

Cl'(ter
1 2
A/E 3 1
FM6?&SB
3 2
N7M&C>6D
2 1
9NC;ME
2 2
ED7CN
4 4
N"m#er o$ Cases in eac% Cl"ster
Cl'(ter 1 27.$$$
2
3$.$$$
Calid
57.$$$
Mi((in,
.$$$
E0*)")& 1@
T,&$+& o2 )22$r$n& "ran+ on )22$r$n& .rouc& a&&r)"u&$+
One-Sample Statistics
N Mean Std. Deviation
Std. Error
Mean
nr(h&5(t
57 3.39 .59$ .$78
nr(h&5rn
57 3.54 .734 .$97
nr(h&c#
57 3.68 .659 .$87
nr(h&hor
57 4.3$ .865 .115
nr(h&il
57 3.35 .582 .$77
One-Sample Statistics
N Mean Std. Deviation
Std. Error
Mean
col&5(t
57 3.44 .866 .115
col&5rn
57 3.58 .755 .1$$
col&c#
57 3.28 .62$ .$82
col&hor
57 3.46 .847 .112
col&il
57 3.28 .648 .$86
42
One-Sample Statistics
N Mean Std. Deviation
Std. Error
Mean
#lt!&5(t
57 3.23 .846 .112
#lt!&5rn
57 4.$9 .662 .$88
#lt!&c#
57 3.61 .774 .1$2
#lt!&hor
57 3.82 1.$71 .142
#lt!&il
57 3.44 .8$2 .1$6
One-Sample Statistics
N Mean Std. Deviation
Std. Error
Mean
eco&5(t
57 3.33 .636 .$84
eco&5rn
57 3.53 .71$ .$94
eco&c#
57 3.28 .675 .$89
eco&hor
57 3.4$ .979 .13$
eco&il
57 3.4$ .563 .$75
One-Sample Statistics
N Mean Std. Deviation
Std. Error
Mean
(hl*&5(t
57 3.37 .975 .129
(hl*&5rn
57 4.$2 .767 .1$2
(hl*&c#
57 3.93 .979 .13$
(hl*&hor
57 4.14 .934 .124
(hl*&il
57 3.49 .759 .1$1
One-Sample Statistics
N Mean Std. Deviation
Std. Error
Mean
#+,&5(t
57 3.46 .781 .1$3
#+,&5rn
57 3.82 .826 .1$9
#+,&c#
57 3.61 .726 .$96
#+,&hor
57 3.82 .782 .1$4
#+,&il
57 3.46 .683 .$9$
4
One-Sample Statistics
N Mean Std. Deviation
Std. Error
Mean
5rnd&5(t
57 3.54 .847 .112
5rnd&5rn
57 4.$5 .811 .1$7
5rnd&c#
57 3.7$ .8$1 .1$6
5rnd&hor
57 4.$4 .9$6 .12$
5rnd&il
57 3.4$ .842 .112
One-Sample Statistics
N Mean Std. Deviation
Std. Error
Mean
#ro&5(t
57 3.65 .834 .111
#ro&5rn
57 3.77 .945 .125
#ro&c#
57 3.53 .847 .112
#ro&hor
57 2.96 .944 .125
#ro&il
57 3.49 .869 .115
44
E0*)")& 11
O-$ra## P$rc$.&ua# Ma.
45
E0*)")& 1!
'a#u$,S$$k$r+ P$rc$.&ua# Ma.
4-
E0*)")& 16
4ua#)&/,S$$k$r+ P$rc$.&ua# Ma.
41
E0*)")& 1G
Ano-a &$+& 2or c*$ck)ng "ran #o/a#&/ o2 )22$r$n& "ran+
ANOVA

S' o*
S.'are( d* Mean S.'are F Si,.
Action -et%een
/ro'#(
.75$ 4 .188 .236 .917
0ithin
/ro'#(
41.285 52 .794
1otal
42.$35 56
S%itch -et%een
/ro'#(
.139 4 .$35 .$93 .984
0ithin
/ro'#(
19.37$ 52 .373
1otal
19.5$9 56
4/
E0*)")& 1;
Bran P$r+ona#)&/ Ma.
40
4u$+&)onna)r$
=i. >e are $tudent$ of ..,). Tou are invited to "artici"ate in a $urve% to find out
con$umer "reference$ regarding variou$ malt ba$ed #ealt# drink$ available in t#e market
toda%. .t will take a""ro3imatel% minute$ to fill t#i$ +ue$tionnaire.
Tour "artici"ation in t#i$ $tud% i$ voluntar%. )#ere are no fore$eeable ri$k$ a$$ociated
wit# t#i$ "roEect. =owever: if %ou feel uncomfortable an$wering an% +ue$tion$: %ou ma%
wit#draw from t#e $urve% at an% "oint in time. .t i$ ver% im"ortant for u$ to learn %our
o"inion$.
Tour $urve% re$"on$e$ will be coded: remain $trictl% confidential and be re"orted onl% in
t#e aggregate.
)#ank %ou ver% muc# for %our time and $u""ort.
Tou ma% $tart wit# t#e $urve% now.
1B .$ =ealt# Drink con$umed in %our famil%M
aB Te$
bB Co
2B >#at i$ %our ageM
aB L 24 %ear$
bB 2462 %ear$
cB 645 %ear$
dB 4-6-4 %ear$
eB R -4 %ear$
B >#at i$ %our education levelM
aB (atric
bB Sr. Secondar%
cB ?raduate
dB Po$t ?raduate
eB Profe$$ional Degree
fB 7t#er$
54
4B >#at i$ t#e $i*e of t#e famil%M
aB 1
bB 2
cB 6 4
dB R4
5B >#at i$ t#e annual average income of t#e famil%M
aB LR$. 244:444
bB R$. 244:444 N 444:444
cB R$. 444:444 N -44:444
dB RR$. -44:444
-B >#at i$ t#e number of c#ildren in %our famil%M
aB 4
bB 162
cB R2
1B >#ic# #ealt# food drink do %ou drinkM
aB Boo$t
bB Bournvita
cB &om"lan
dB =orlick$
eB (ilo
/B Plea$e rate t#e im"ortance of t#e following "urc#a$e con$ideration$ on a $cale of
1A9er% unim"ortantB to 5 A9er% .m"ortantBM
iB Couri$#ment
EB &olour
kB Palatabilit%
lB 2conom%
mB S#elf6"re$ence
nB Packaging
oB Brand .mage
"B Promotion$
51
1 2 4 5
0B Plea$e rate t#e following $ource$ of information u$eful for "urc#a$e deci$ion on a
$cale of 1 to 1M
aB !dverti$ement
bB &#ildren
cB Doctor
dB ,amil%
eB Pa$t e3"erience
fB Retailer
gB >ord of mout#
14B Plea$e rate t#e following brand$ on t#e given attribute$ on a $cale of 1Aver% "oorB to
5Ae3cellentB.
Boo+& Bourn-)&a Co%.#an Hor#)ck+ M)#o
9ourishment
.. .. .. .. ..
&olour .. .. .. .. ..
Palatabilit% .. .. .. .. ..
7conomy
.. .. .. .. ..
Shelf3presence
.. .. .. .. ..
+ac)aging
.. .. .. .. ..
%rand $mage
.. .. .. .. ..
+romotions
.. .. .. .. ..
11B =ow often do %ou $witc# #ealt# food drinkM
aB Cever
bB Sometime$
cB ,re+uentl%
12B >#at do %ou do w#en %our de$ired brand of #ealt# food drink i$ not availableM
aB ?o to anot#er "lace to bu% t#e "roduct
bB Purc#a$e anot#er brand of #ealt# food drink
cB !$k t#e retailer to bu% it for %ou
52
1 2 4 5
1B Rate t#e following brand$ on t#e trait$ t#at t#e% re$emble on a $cale of 1ACo
re$emblanceB to 5 A=ig# Re$emblanceB
Boo+& Bourn-)&a Co%.#an Hor#)ck+ M)#o
(ode$t%
=one$t%
&#eerfulne$$
Boldne$$
S"iritedne$$
Reliabilit%
So"#i$tication
)oug#ne$$
Ruggedne$$
.
5
IX REFERENCES IX REFERENCES
BOOKS an READIN5S
Reic##eld: ,rederick A10--B. F)#e Lo%alt% 2ffectG5 Bo$ton: (!5 =arvard Bu$ine$$
Sc#ool Pre$$.
@otler: P#ili" A2445B K(arketing (anagementK: Pear$on 2ducation A2levent# 2ditionB.
(al#otra: C.@. A2445B. K (arketing Re$earc#5 !n !""lied 7rientationK: Pear$on
2ducationA,ourt# 2ditionB
Da%: ?.S. A10-0B. F! )wo6Dimen$ional &once"t of Brand Lo%alt%:G Uournal of
&on$umer Re$earc# 2: 4: 241625/.
Ric#ard .. Levin: David S RubinA1001B. KStati$tic$ for (anagementK: Prentice =all of
.ndiaA$event# editionB
(EBSITES
www.e3"re$$#ealt#caremgmt.com82444/158event$-.#tml
www.indiainfoline.com8bi$c8ari8im"a."df
www.marketre$earc#.com8ma"8"rod81442524.#tml
www.fao.org8organicag8doc8?eneral(arket,act$.doc
www.acniel$en.ca8.n$ig#t$8.nt#eCew$8!ugu$t2445.#tm
www.&ommerce6Databa$e.com
www.fao.org8e$82SC8nutrition8ind6e.$tm
www.e3"re$$#ealt#caremgmt.com82444448conver$.$#tml
www.e3"re$$#ealt#caremgmt.com82444/158event$-.$#tml
www.organic.aber.ac.uk8librar%8&on$umer<24"erce"tion<24of<24organic<24food."df
www.tradeke%.com8k$6#ealt#6drink$
webcenter.#ealt#.webmd.net$ca"e.com8 content8article84/80245.#tm
www.ne$tle.com.au8milo
www.$u"erbrand$india.com8$u"erbrand$2448bournvita
$u"erbrand$india.com8$u"erbrand$2448boo$t8inde3.#tm
54
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ii
iii
iv