OBJECTIVE

The main objectives of my study are as follows: To determine customer preference towards health drinks. To determine most preferable drink and brand.

SCOPE: So far as scope of my research: Scope of the subject matter Geographical scope to which it will be limited. So far as the scope of the subject consumer preference is concerned, it is based on their working life, Income, occupation, Age group, communication system, salary package of the customer.

LIMITATION OF THE STUDY

The study is also limited to a particular geographical area. It is limited to Cuttack district. Now a days Cuttack is a leading city of Orissa. This research is based on the customer preference towards health drinks i.e. Aerated and No aerated.

DIFFICULTIES FACED IN THE RESEARCH WORK: (1) Some respondents were hesitating at first due to the stranger that is the researcher and inquired a lot about the research work. (2) It was very difficult to gather an accurate statistical data base. (3) There was the problem of report making. (4) Many respondents were reluctant to answer the questions and wasted time unnecessarily.

INTRODUCTION
MEANING OF CUSTOMER PREFERENCE

Consumer preferences are defined as the subjective (individual) tastes, as measured by utility, of various bundles of goods. They permit the consumer to rank these bundles of goods according to the levels of utility they give the consumer. Note that preferences are independent of income and Prices. Ability to purchase goods does not determine a consumers likes or dislikes. One can Have a preference for Porsches over Fords but only have the financial means to drive a Ford.