CONSUMER BUYING

BEHAVIOUR
DABUR – REAL FRUIT
JUICES
What is consumer buying behaviour ?
• Buying Behaviour is the decision processes and acts of people
involved in buying and using products.
 DABUR REAL FRUIT JUICE
Market leader in the packaged fruit juice category.
 Launched in 1996 and the only fruit juice in packaged
form that is 100 % preservative free.
 Market share of 55 % offers to its consumers the largest
range of 14 juices that comprise orange, mango,
pineapple, mixed fruit, grape, guava, tomato, litchi and
cranberry.
Real Junior, available in 125 ml packs, targets children
below six years. It has two favourite flavours of mango
and apple enriched with calcium.
Real Activ, a 100 % fruit juice with no added sugar, gives
the goodness of fruits without adding extra calories.
 Research Objectives
The objective of our research is :
• To determine the response of consumers towards
Dabur Real Fruit Juice vis-à-vis other Non Carbonated
Soft Drinks.
• To determine the impact of its advertisement in
comparison with competitor’s advertisement.
 Research Design
• Source of Data : Primary Data.
• Method of collecting data : Non Probability-
Convenient Sampling through instant messaging and
emails.
• This method was chosen because it saves time,
energy and cost.
• Age Group of the respondants : 15 – 30years.
• Errors – No response and Dubious response.
Which type of soft drinks do you prefer ?
aerated 36%

non carbonated 64%

In the category of non carbonated non
dairy soft drinks, which do you prefer ?
fruit juice 11 79%
fruit nectar 2 14%
synthetic flavoured 0 0%
drinks
 NON CARBONATED
SOFT DRINK

FRUIT FRUIT DRINK FRUIT

JUICE CATEGORY NECTAR
CATEGORY CATEGORY

FROOTI

REAL JUMPIN APPY

TROPICANA SLICE X’s

MAAZA
Brand Preference
Are Dabur Real Fruit Juices readily available ?

yes 11 79%

no 3 21%
Can you recollect any advertisement of Dabur
Real Fruit Juice ?
yes 1 7%

no 13 93%
Which flavour do you prefer ?
Orange 34%
Mango 30%

Mixed 20%

Others 8%
According to you, what is message in
this advertisement ?
• Focus on nutrition
• Targetted towards growing children
• Freshness of the juice
• Healthy drink
• Nothing unique, like any other
• Real has no additives
Which advertisement is better and why ?

• Tropicana, because there is100% purity of

juice
• Tropicana, because of the images used
• Tropicana, tag line is very catchy
• Tropicana, clarity in message
• Tropicana, didn’t have to wait till the end for
the message
• Real, targets the actual buyer (Mothers)
 CONCLUSION
• Consumer Buying Behavior is an important factor
that every organization should keep in mind while
marketing for his products.
• The paradox of our research is that there is very
little impact of the advertisement for Dabur Real
Fruit Juice on the consumer’s buying behavior.
• Real is an Indian brand which has won the trust of
its Indian customers as compared to its
competitor (Tropicana).
THANK YOU