Final Project of Neha5678

Project On Fruit Juices VS Cold Drinks
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CHAPTER I
Introduction Beverage
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 Cold Drinks

Types of Beverages
The various types of beverage are:
Alcoholic beverages
Non-Alcohol beverages
Cold Drinks
Fruit juice
Hot beverages
Other

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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

3. Cold Drinks
The name "Cold 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 Cold Drinks, while hot
chocolate, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this
classification. Many carbonated Cold Drinks are optionally available in versions sweetened
with sugars or with non-caloric sweeteners.


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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 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.

5. Hot Beverages
Hot beverages, including infusions. Sometimes drunk chilled.
Coffee-based beverages
Cappuccino
Coffee
Frapp
Flavored coffees (mocha etc.)
Latte
Hot chocolate
Hot cider
Mulled cider
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

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Overview of Industry
The beverage market is worth $55 billion worldwide. The tides are turning for many
beverage categories. While the carbonated Cold 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 Cold 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.

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Indian Beverage Market
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 Cold 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 Cold 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 Cold 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.


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Study Of Growth of Cold Drink Market
Cold 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 Cold Drinks market.
Two global majors Pepsi and coke dominate the Cold Drink market.
NCAER survey says 91% of Cold 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 Cold Drinks has increased from 5670 million bottles in 1998-99 to
6230 million bottles in 1999-2000 industry source.
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.


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Major Players in Cold Drink Segments
Coco Cola:
Thanda Matlab coca cola!!!
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 Cold 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.


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Fanta:
GHOONTH BHAR SHARARAT KAR LEY!!!
Fanta is a global brand of fruit-flavored carbonated soft drinks created by The Coca-
Cola Company. There are over 100 flavors worldwide. The drink originated in Germany in
1941 In the UK, Fanta is a rival to Tango made by British company Britvic. 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.

There are over 90 different flavors worldwide. In Serbia, Albania, Macedonia, Bosnia
& Herzegovina, Croatia and some other countries, there is "Fanta Shokata" (a wordplay
between "soc" -elderberry in Romanian- and "shock") based on an elderflower blossom
extract drink, traditional in Romania (where it is called Socat), Serbia, Macedonia, Bosnia &
Herzegovina, Croatia and other Balkan countries. In Switzerland and the Netherlands, the
local blackcurrant is used to produce Fanta as well. Some identical flavors have different
names in different markets.

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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 Cold Drinks in the country. Dive into the zingy refreshment
of limca and walk away a new person. Limca is a lemon and lime flavoured carbonated soft
drink made primarily in India and certain parts of the U.S.

In an interview in 2008, Ramesh Chauhan of Parle revealed that he had approached
the owners of Duke's Lemonade, requesting them to share the formula for the drink with the
promise not to make it in India, which was turned down. Chauhan decided to come up with
his own formula, which he launched under the Limca brand in 1977.
[1]

In 1992, when the Indian government allowed Coca-Cola to return for operations, at
the same time as it admitted Pepsi for the first time, Coca-Cola bought local soft-drink (soda)
brands, from Parle Agro owner Mr Ramesh Chauhan including Limca, Thums Up (a cola-like
drink), Maaza (a mango-juice based drink), Citra and Gold Spot (Orange flavour).


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Sprite:
SPIRITE CLEAR HAI!!!
World wide sprite ranked as no.4 Cold Drink and is sold in more than 190 countries In
India, sprite was launched in year 1999 and today it has grown to be of the fastest growing
Cold 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.

Over the years, Sprite advertising has used the portmanteau word lymon, combining
the words lemon and lime, to describe the flavor of the drink. Sprite's slogans in the 60s and
70s ranged from "Taste Its Tingling Tartness", "Naturally Tart", and "It's a Natural!" and "It's
Sprite!" Sprite started its most memorable campaign in the early 1980s with the words "Great
Lymon Taste Makes it Sprite" which remained on the logo for many years. By the 1980s
Sprite had begun to have a large following among teenagers; marketing ads for the product
were changed to cater to this demographic in 1987. "I Like the Sprite in You" was their first
long-running slogan. The slogan was used until 1994.

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Thums Up:
Strong cola taste, exciting personality. Thums up is a leading carbonated Cold 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. Thums Up was a major sponsor of cricket matches and also had a notable presence
at the Sharjah cricket matches. In the early 1980s, it came out with several postcards
featuring Sunil Gavaskar and Imran Khan. Besides cricket, Parles southern bottler was a
major sponsor of Indian motorsport in the 80s. In addition to sponsoring several Indian track
drivers in Sholavaram races, they sponsored several regional car and bike rallies. They were
also associated for several seasons with the Lakshmi Mills Super Speeds team who were one
time rivals of MRF racing. Post 1990s, Thums Up's celebrity endorsers were Kubar
Saubhagya Bharadwaj, Santosh Kumar, and popular South Indian actors Shanawaz Khan
Pathan and Suraj Mattoo. A peak in the Manmad Hills has become popularly known as the
"Thums Up Mountain" or the "Thums Up Pahaar" (in Hindi), because it has a natural top like
the "Thums Up" logo and is a popular sight from trains.Thums Up appears in the book Eat,
Pray, Love and its film adaptation.


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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.


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Pepsi:
YEH DIL MAANGE MORE!!!
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


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Study of Growth of Fruit Juice Market
Fruit Juices
Branded fruit juice market in India holds an immense potential. 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.

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Major Players in the Fruit Juice Segment
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


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Godrej
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

Pepsi 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
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

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Consumer Behavior Regarding Fruit Juices
The Market Scenario Fruit Juice
India produces about 9 million tons of fruits every year, growing at a rate of 12% per
annum. The total market for fruit juices is 230 million litre which includes both packed and
freshly made fruit juices. The proportion of packed fruit juices is small at just 3.4 Million
litres just over 1% of market. But even this huge volume translates to just 20 ml per capital
consumption as against 45 litres in Germany, 42.5 litres in Switzerland and 39 litres in USA.
The key issue before the markets was to raise the consumption of packed fruit juices. The
market for fruit juices is more concerned about the facts behind fruit juices so the need for it
is not diminishing but it is rapidly increasing day by day.
For every fruit juice there is certain amount of market share but the real holding of
market share depends upon the identity of the product by taking into account price, brand,
quality, quantity, packaging, availability, flavor etc. For Indians drinking juice is not a new
concept. Street corner vendors have been popular for years. Fruit juices in the unorganized
segment are considered cheaper and fresher by the consumers, even though they are relatively
unhygienic. The organized natural juice market is currently in a nascent stage-though it is
growing at a healthy 35-40 percent rate per annum. This market has had high entry barriers.
Few customers are convinced about packaged juices being preservative free, and therefore, as
healthy as freshly squeezed juice.
A number of factors contributed to this growth, including the increasing interest in
health and diet, which is undoubtedly one of the main drivers. In addition, growing awareness
of the importance of the Governments five day campaign to increase fruit and vegetable
consumption will encourage new entrants into the market. In particular, younger consumers
might regard fruit juice as a convenient way of boosting their consumption of fruit and
vegetables.

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Consumption Habbits
81% of fruit juice consumption in India was unplanned and 38% was pure impulse.
60% of fruit juices consumption happened outside the home. Fruit juice consumption was a
group activity-just 2% of the population had the fruit juice alone. Indians prefer fresh juices-
made in front of their eyes. The origin of this preference lies in the belief that is packed loses
freshness. In a country used to having fresh food all the time, the consumer wanted to see the
product. In food products at times seeing is creating the impulse!! Tetra pack manufactures
have defined the basic need of Indian consumers by not allowing the consumers to see the
product. India is becoming a country which wants western style packing with Indian style
taste and this was posing a great challenge with limited cold storage and cold chain
capabilities. Vivita-a new entrant has tried to overcome the freshness of the juice issue by
packing fruit juices in aseptic PET bottle with a no preservatives label. The consumer is
reassured by being able to see the product before buying.
The Growing Fruit Juice Market
The chance encounter with the wonder plant sea buckthorn was the reason Ladakh
Foods was set up as a separate company in 2002 to manufacture and sell sea buckthorn juice
as Lehberry. Ladakh Foods today claims to be one of the fastest growing fruit juice
companies in a fiercely competitive environment where big names such as Dabur and Pepsi
already hold substantial market shares. Even when the fruit juice/nectar market is projected to
grow at a scorching pace of 40 per cent, a Tetra Pak study has found that a whopping 86 per
cent of the fruit juice market is still lying untapped. This time in the packaged fruit juices
category. "With the market growing at a healthy rate and with changing lifestyles and rising
levels of health consciousness among consumers today, the demand for healthier products
like packaged fruit juice is only going to increase in the times to come.


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Fruit Juice Segment Poise For 30% Growth
The branded fruit juice market in India is estimated to be worth Rs 500 crore
organized fruit beverage market (nectars, drinks and juices combined) and the segment is
growing at about 30 per cent per annum. Big players like Dabur, Pepsi, Godrej and Parle
Agro are already in the market and in view of the swift growth in the market, newcomers like
Surya Foods and Agro, Mother Dairy, Ladakh Foods, Pioma Industries have come into the
market with new products in the recent years. Primary food processing is a major industry
with a highly fragmented structure that includes hundreds of thousands of rice-mills and
hullers, flour mills, pulse mills and oil-seed mills, several thousands of bakeries, traditional
food units and fruits, vegetable and spice processing units in the unorganized sector.
In comparison, the organised sector is relatively small, with around 516 flour mills,
568 fish processing units, 5,293 fruit and vegetable processing units, 171 meat processing
units and numerous dairy processing units at state and district levels. The share of the
organized and unorganized sectors varies across different segments of the industry. Share of
categories in Indian fruits juices & Vegetables processing sector In India it is
almost equally divided between the organised and unorganised sectors, with the organised
sector holding 48 per cent of the share. While products like juices and pulp concentrate are
largely manufactured by the organized sector, the unorganized sector in foothold is in the
traditional areas of processed items like pickles, sauces and squashes. By size, pickles form
the strongest category.


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Factors Affecting Demand
A.) POPULATION
B.) INCOME AND PRICES
C.) CONSUMPTION HABITS AND PREFERENCES
D.) PROMOTIONAL ACTIVITIES
Consumer Purchasing Behaviour

Most consumers prefer local shops to larger supermarkets because of proximity, personal
attention, and lower prices. Nearly 95 percent of consumers purchase fresh fruits and
vegetables from a local market or street vendor. Additionally, traditional markets are
considered the freshest source for foods. Indians have a strong preference for freshly prepared
foods, and most have a definite prejudice against packaged, branded, or processed foods,
believing them to be lower in flavor and nutrients. Many households will not even reheat
foods, and make only enough for one meal. This is mainly to avoid waste, but also to ensure
freshness since refrigeration is available only in wealthier households. However, with
urbanization, rising incomes, more working women, the arrival of large food multinationals,
and a proliferation of fast food outlets, acceptance of packaged food products is increasing


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About Cold Drink
A Cold Drink (widely referred to as pop, soda, or soda pop) is a drink that contains no
alcohol but is usually referred to as a sugary drink. Cold Drinks are often carbonated and
commonly consumed while cold and or room temperature. Some of the most common Cold
Drinks include cola, flavored water, sparkling water, iced tea, sweet tea, sparkling lemonade
(or other lemon-lime sodas), squash, fruit punch, root beer, orange soda, grape soda, cream
soda, and ginger ale.
The term "soft" is employed in opposition to "hard", i.e. alcoholic drinks. Generally it
is also implied that the drink does not contain milk or other dairy products. Hot chocolate, hot
tea, coffee, tap water, juice and milkshakes also do not fall into this classification. Many
carbonated Cold Drinks are optionally available in versions sweetened with sugars or with
non-caloric sweeteners.


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History of Cold Drinks
Cold Drinks trace their history back to the mineral waters found in natural springs.
Ancient societies believed that bathing in natural springs and/or drinking mineral waters
could cure many diseases. Early scientists who studied mineral waters included Geber,
Alkindus, Rhazes, Paracelsus, Robert Boyle, Friedrich Hoffmann, Antoine Laurent Lavoisier,
Hermann Boerhaave, William Brownrigg, Gabriel F. Venel, Joseph Black, and David
Macbride.
The earliest Cold Drinks were sherbets developed by Arabic chemists and originally
served in the medieval Near East. These were juiced Cold Drinks made of crushed fruit,
herbs, or flowers. From around 1265, a popular drink known as Dandelion & Burdock
appeared in England, made from fermented dandelion (Taraxacum officinale) and burdock
(Arctium lappa) roots, and is naturally carbonated. The drink (similar to sarsapirilla) is still
available today, but is made with flavorings and carbonated water, since the safrole in the
original recipe was found to be carcinogenic. The first marketed Cold Drinks (non-
carbonated) in the Western world appeared in the 17th century. They were made from water
and lemon juice sweetened with honey. In 1676, the Compagnie des Limonadiers of Paris
was granted a monopoly for the sale of lemonade Cold Drinks. Vendors carried tanks of
lemonade on their backs and dispensed cups of the Cold Drink to thirsty Parisians.


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Carbonated drinks
In late 18th century, scientists made important progress in replicating naturally
carbonated mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of
infusing water with carbon dioxide to make carbonated water

when he suspended a bowl of
distilled water above a beer vat at a local brewery in Leeds, England. His invention of
carbonated water, (also known as soda water), is the major and defining component of most
Cold Drinks. Priestley found water thus treated had a pleasant taste, and he offered it to
friends as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating
Water with Fixed Air in which he describes dripping oil of vitriol (or sulfuric acid as it is now
called) onto chalk to produce carbon dioxide gas, and encouraging the gas to dissolve into an
agitated bowl of water. Another Englishman, John Mervin Nooth, improved Priestley's
design and sold his apparatus for commercial use in pharmacies. Swedish chemist Torbern
Bergman invented a generating apparatus that made carbonated water from chalk by the use
of sulfuric acid. Bergman's apparatus allowed imitation mineral water to be produced in large
amounts. Swedish chemist Jns Jacob Berzelius started to add flavors (spices, juices and
wine) to carbonated water in the late 18th century.
Soda fountain pioneers
Artificial mineral waters, usually called "soda water," and the soda fountain made the
biggest splash in the United States. Beginning in 1806, Yale chemistry professor Benjamin
Silliman sold soda waters in New Haven, Connecticut. He used a Nooth apparatus to produce
his waters. Businessmen in Philadelphia and New York City also began selling soda water in
the early 1800s. In the 1830s, John Matthews of New York City and John Lippincott of
Philadelphia began manufacturing soda fountains. Both men were successful and built large
factories for fabricating fountains.

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Soda fountains vs. bottled sodas
The drinking of either natural or artificial mineral water was considered a healthy
practice. The American pharmacists selling mineral waters began to add herbs and chemicals
to unflavored mineral water. They used birch bark (see birch beer), dandelion, sarsaparilla,
fruit extracts, and other substances. Flavorings were also added to improve the taste.
Pharmacies with soda fountains became a popular part of American culture. Many Americans
frequented the soda fountain on a daily basis. Due to problems in the U.S. glass industry,
bottled drinks were a small portion of the market in the 19th century. (They were certainly
known in England, though. In The Tenant of Wildfell Hall, published in 1848, the caddish
Huntingdon, recovering from months of debauchery, wakes at noon and gulps a bottle of
soda-water.ref>Wildfell Hall, ch. 30</ref>.) In America, most Cold Drinks were dispensed
and consumed at a soda fountain, usually in a drugstore or ice cream parlor. In the early 20th
century, sales of bottled soda increased exponentially. In the second half of the 20th century,
canned Cold Drinks became an important share of the market.
Cold Drink bottling industry
Over 1,500 U.S. patents were filed for either a cork, cap, or lid for the carbonated
drink bottle tops during the early days of the bottling industry. Carbonated drink bottles are
under a lot of pressure from the gas. Inventors were trying to find the best way to prevent the
carbon dioxide or bubbles from escaping. In 1892, the "Crown Cork Bottle Seal" was
patented by William Painter, a Baltimore machine shop operator. It was the first very
successful method of keeping the bubbles in the bottle.

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Automatic production of glass bottles
In 1899, the first patent was issued for a glass-blowing machine for the automatic production
of glass bottles. Earlier glass bottles had all been hand-blown. Four years later, the new
bottle-blowing machine was in operation. It was first operated by the inventor, Michael
Owens, an employee of Libby Glass Company. Within a few years, glass bottle production
increased from 1,400 bottles a day to about 58,000 bottles a day.


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Production
Cold Drink production
Cold Drinks are made either by mixing dry ingredients and/or fresh ingredients (e.g. lemons,
oranges, etc.) with water. Production of Cold Drinks can be done at factories, or at home.
Cold Drinks can be made at home by mixing either a syrup or dry ingredients with
carbonated water. Carbonated water is made using a home carbonation system or by dropping
dry ice into water. Syrups are commercially sold by companies such as Soda-Club.


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Ingredient quality
Of most importance is that the ingredient meets the agreed specification on all major
parameters. This is not only the functional parameter, i.e. the level of the major constituent,
but the level of impurities, the microbiological status and physical parameters such as color,
particle size, etc.
Cold Drink packaging
U.S. containers in 2008. Various sizes from 8-67.6 US floz (237 ml -2 l) shown in
can, glass and plastic bottles In the United States, Cold Drinks are sold in 3, 2, 1.5, 1 liter,
500 ml, 8, 12, 20 and 24 U.S. fluid ounce plastic bottles, 12 U.S. fluid ounce cans, and short
eight-ounce cans. Some Coca-Cola products can be purchased in 8 and 12 U.S. fluid ounce
glass bottles. Jones Soda and Orange Crush are sold in 16 U.S. fluid ounce (1 U.S. pint) glass
bottles. Cans are packaged in a variety of quantities such as six packs, 12 packs and cases of
24, 36 and 360. With the advent of energy drinks sold in eight-ounce cans in the US, some
Cold Drinks are now sold in similarly sized cans. It is also common for carbonated Cold
Drinks to be served as fountain drinks in which carbonation is added to a concentrate
immediately prior to serving.
In Europe, Cold Drinks are typically sold in 2, 1.5, 1 litre, 330 ml plastic or 500 ml
glass bottles; aluminium cans are traditionally sized in 330 ml, although 250 ml slim cans
have become popular since the introduction of canned energy drinks and 355 ml variants of
the slim cans have been introduced by Red Bull more recently. Cans and bottles often come
in packs of six or four. Several countries have standard recyclable packaging with a container
deposit, typically ranging from 0.15 to 0.25. The bottles are smelted, or cleaned and
refilled; cans are crushed and sold as scrap aluminium. In Australia, Cold Drinks are usually
sold in 375 ml cans or glass or plastic bottles.

28

Bottles are usually 390 ml, 600 ml, 1.25 or 2 litre. However, 1.5 litre bottles have
more recently been used by the the Coca-Cola Company. South Australia is the only state to
offer a container recycling scheme, recently having lifted the deposit from 5 cents to 10 cents.
This scheme is also done in the Philippines; people usually buy glass bottles and return them
in exchange for a small amount of money. In Canada, Cold Drinks are sold in cans of 236 ml,
355 ml, 473 ml, and bottles of 591 ml, 710 ml, 1 l, 1.89 l, and 2 l. The odd sizes are due to
being the metric near-equivalents to 8, 12, 16, 20, 24 and 64 U.S. fluid ounces. This allows
bottlers to use the same-sized containers as in the U.S. market. This is an example of a wider
phenomenon in North America. Brands of more international Cold Drinks such as Fanta and
Red Bull are more likely to come in round-figure capacities. In India, Cold Drinks are
available in 200 ml and 300 ml glass bottles, 250 ml and 330 ml cans, and 600 ml, 1.25 l, 1.5
l and 2 l plastic bottles.
Ice cream sodas/floats
The ice cream soda, also called float, is a drink that consists of one or more scoops of
ice cream in either a Cold Drink or a mixture of flavored syrup and carbonated water. The
most common of these is the root beer float.In the United States, it is usually called an "ice
cream float," but may be called an "ice cream soda," or soda for short, as they were made at
the once-ubiquitous soda fountains. Some ice cream sodas have specific names such as
"black cow," "brown cow," "purple cow" (vanilla in purple grape soda), and "Boston cooler"
(vanilla ice cream in Vernor's ginger ale). In Australia and New Zealand, it is known as a
"spider." In Scotland it is usually referred to as a "float," for example, a "coke float" (as
elsewhere, "coke" is often used generically to refer to any cola in Scotland, while "soda" in
Scotland is usually taken to mean soda water). In Belfast, Northern Ireland, there is a regional
variation: cola (regardless of brand) and vanilla ice cream are called a "coke afloat."

29

Health effects
The consumption of sugar-sweetened Cold Drinks is associated with obesity, type 2
diabetes, dental cavities, and low nutrient levels. Experimental studies tend to support a
causal role for sugar-sweetened Cold Drinks in these ailments, though this is challenged by
other researchers. Many Cold Drinks contain ingredients that are themselves sources of
concern: caffeine is linked to anxiety and sleep disruption when consumed in excess, and the
health effects of high-fructose corn syrup and artificial sweeteners remain controversial.
Sodium benzoate has been investigated as a possible cause of DNA damage and
hyperactivity. Other substances have negative health effects, but are present in such small
quantities that they are unlikely to pose any substantial health risk. Benzene belongs to this
category: the amount of benzene in Cold Drinks is small enough that it is unlikely to pose a
health risk. In 1998, the Center for Science in the Public Interest published a report entitled
Liquid Candy: How Cold Drinks are Harming Americans' Health.


30

Consumer Behavior Regarding Cold Drinks
Consumer behavior is defined as the behavior that consumer display in searching for
purchasing, using, evaluating and disposing of product and services that they expect will
satisfy their needs. Consumer behavior focuses on how individuals make decisions to spend
their available resources (time, money, effort) on consumption related items. This includes
what they buy, why they buy it, when they buy it, where they buy it, how often they buy it,
how often they use it, how they evaluate it after the purchase and the impact of such
evaluation on future, and how they dispose of it. In another words, consumer behavior can be
define as the behavior of individuals in regards to acquiring, using, and disposing of products,
services, ideas or experiences. Consumer behavior also includes the acquisition and use of
information. Thus, communication with consumers and receiving feedback for them is a
crucial part of consumer behavior which is of great interest to marketers.(Kent Huffman
2007)
Customers and Consumers:
The term customer it typically used to refer to someone who regularly purchases
from a particular store or company. Thus, a person who shop sat we use Shopping Mail or
who uses Texaco gasoline is viewed as customer of these firms. The term Consumer more
generally refers to anyone engaging in any of the activities used in our definition of consumer
behavior. Therefore, a customer is defined in terms of specific firm while a consumer is not.
The traditional viewpoint has been to define consumers strictly in terms of economic goods
and services. This position holds that consumers are potential purchasers of products and
services offered for sale.(Jennifer Aaker 1998)


31

Marketing Strategy:
Marketing strategy is conceptually very simple. It begins with an analysis of the target
market which includes company, conditions, competitors, and consumers. Next, Market
segmentation: This involves identifying product-related need sets, grouping customers with
similar need sets, describing each group and selecting an attractive segment toserve.The
marketing mix includes the product, price, communications, distribution, and services
provided to the targetmarket. The final stage Outcomes involves analysis of firms product
position and customer satisfaction resulting from implementation of the strategy.(Tanner
Okun1990)

Brand preference:
Brand preferences represent a fundamental step in understanding consumer choices. A
deeper understanding of such preference dynamics can help marketing mangersbetter design
marketing program and build a long term relationship with consumers. Despite the existence
of some studies investigating how brand preference is built and changed, most of them focus
on examining factors from consumer behavior perspective or advertising perspective.
(Schmitt 1999)

32

Customer satisfaction:
Customers are always aiming to get maximum satisfaction from the products or
services that they buy. Winning in todays marketplace entails the need to build customer
relationship and not just building the products; building customer relationship means
delivering superior value over competitors to the target customers. Whether an organization
provides quality services or not will depend on the customers feedback on the satisfaction
they get from consuming the products, since higher levels of quality lead to higher levels of
customer satisfaction (Kotler& Keller. 2009)
Advertisement effectiveness:
Advertising effectiveness pertains to how well a company's advertising accomplishes
the intended. Small companies use many different statistics or metrics to measure their
advertising effectiveness. These measurements can be used for all types of advertising,
including television, radio, direct mail, Internet and even billboard advertising. A company's
advertising effectiveness usually increases over time with many messages or exposures. But
certain advertising objectives can be realized almost immediately. (Rick Suttle 2009)
Brand awareness:
Brand awareness is a Extent to which a brand is recognized by potential customers,
and is correctly associated with a particular product. Expressed usually as a percentage
of target market, brand awareness is the primary goal of advertising in the early months or
years of a product's introduction.(Aaker1999)
Celebrity endorsement:
Celebrities are people who enjoy public recognition by a large share of a certain group
of people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are
just examples and specific common characteristics cannot be observed.

33

CHAPTER II
Review of literature
1) Kretter,Kadekova et al (2010) country of the origin of food and consumer preference in
segment of university students consumers prefer the attributes like freshness, flavour and
also the price. Consumer prefers fruit juices because of their flavour and freshness.

3) Charles (2009) market news service: fruit juices report in his studies discussed that the
fruit juice market is presently relatively quiet, provided one ignores the continued collapse in
the price of FCOJ.

4) Bharadwaj (2008) consumer behaviour in health drink discussed that consumer
behaviour is divided into three sub categories,consumption behaviour,purchase behaviour and
attitude perception. The consumer behaviour differ with age and the life style. For kids health
drink is a supplement with added calciums,minerals and vitamins.

5) Gupta & gupta (2008) fruit drinks: how healthy and safe discussed that fruit drinks are
popularly used in most urban households todaymarkets are flooded with a large variety of
juices eg; mango,apple.guava,litchi.the main reason for increased consumption is changing
lifestyles & rising level of health consciousness among consumers and parents. They believe
that these drinks provide superior nutrition because of their status & high beverage cost.

6) Gupta parul (2003),studied the coke & pepsis rural drive to push sales.soft drink giants
coca-cola & pepsi have signed on thousands of new retailers in a drive into rural india that
has pushed up sales steeply. Coca-cola has made its beverages available in 40,000 additional
villages in the last 3 years.

34

7) Jyoti k arun (2002),studies the coca-cola indias marketing plan for the summer peak
sales season is vested with a rural thrust & rides on the back of its newly launched 200-ml
bottle, priced between Rs. 5 to Rs 6 across the country. While the soft drinks sales showed
flat growth last year, sales in the that year are up by 80% for the company.

8) William R. George (1999) revealspurpose of study of factors responsible for brand
preference in soft drink industry, increasing competition more, due to globalization is
motivating many companies to base their strategies almost entirely on building brands. Brand
preference means to compare the different brands and opt for the most preferred brand. This
brand preference is influenced by various factors.In the identification of factors affecting the
brand preference, it was concluded that Brand persona is the most effective factor that affects
the brand preference. This Brand persona deals with the personality aspects or the external
attributes of brand, thus it can be said that consumer prefer any brand by looking at the
external attributes of a brand.
9) Donnelly (1995) said intensity of colour and the flavours are the key drivers behind
consumer acceptance of soft drinks. But packaging and labelling are not as important for
winning over consumers, according to findings published in the journal Food Quality and
Preference, The study involved consumers at different stages of development and highlights
the importance of adopting a sensory marketing approach, said the researchers from French
research organisation Adriant, the University of Rennes. Companies need to continuously
innovate to maintain market leadership, wrote the researchers. When the market is
overloaded the challenge consists in creating innovative products able to attract and satisfy
consumers.This experiment showed the feasibility of the proposed multi-sensory design
method based on mixed qualitative and quantitative approaches. The study also

35

demonstrates the importance of flavour and colour selection for new products. The global
flavours market was been valued at some US$18bn in 2006 (Business Insights). Meanwhile,
the value of the international colourings market was estimated at around $1.15bn in 2010, up
2.5% from $1.07bn in 2007, according to Leatherhead Food International (LFI). Natural
colours now make up 31 per cent of the colourings market, compared with 40 per cent for
synthetics, according to LFI.

10) Stephen Daniells (2008) said these four factors were identified for the formulation: four
colour intensities), three flavourings, two label types (soft versus hard), and two pack sizes
(standard versus oversize). By using both quantitative (hedonic testing) and qualitative (focus
groups) approaches, the researchers found that the main factors which drive consumer
preference for this concept are colour intensity and flavouring. Indeed, colour intensity
accounted for 43% and flavour 32% of the consumers overall liking. Pack size and label
type are taken into account by the consumer to a lesser extent, they added. This
methodology of a qualitative screening associated to a conjoint analysis on relevant sensory
attributes has shown good performances to fit consumers expectation: it has now to be
reproduced, as every brand, concept and product is a unique combination designed for a
specific consumer group, concluded the researchers.
11) Beverly J. Tepper (1998) examined the relative contributions of taste and health
considerations on consumer liking and purchase intent of cola drinks. Eight types of
commercial cola drinks were evaluated by 305 adult consumers who also completed a brief
questionnaire on soft drink consumption habits. Data were analyzed using factor analysis.
Results revealed that purchase intent of cola drinks was strongly related to degree of liking
and to several key sensory attributes including saltiness, drinks flavor and greasiness. These
variables emerged as the first factor in the analysis, suggesting that consumers perceive these

36

characteristics as being most important in their choice of cola drinks. Second described a
health dimension and was related to respondents' attitudes toward fat in the diet. Third factor
comprised two remaining sensory attributes (color and crunchiness), which apparently were
of minor importance to the respondents. These data suggest that in spite of current concern
about reducing dietary fat, health remains secondary to taste in the selection of cola drinks for
consumers in this population.
12) MitaSujan (1990) aimed to investigate the degree of brand awareness of various soft
drink products in relation to background and education of the household, the consumption
pattern of various soft drink products consumed by respondents in the light of their areas,
income levels and education. a sample of200 respondents comprising 100 form rural area and
100 from urban area were taken. Data are analyzed with the help of mean. The finding of this
study reveals that there is low degree of brand awareness in rural areas, whereas there is a
moderate degree of brand awareness in urban area.

b


37

CHAPTER III
Area of Study
Ulhasnagar is a city located on coast of the West India, approximately 60 kilometers
northeast of the city of Mumbai, in the Thane district in the state of Maharashtra. This city is
apart of Mumbai Metropolitan Region managed by MMRDA. Ulhasnagar is alsor refreed as
Sindhunagar as it has largest population of Sindhis around the world. Ulhasnagar has an
estimated population of 472,943 people (2001).
Ulhasnagar, translated in Hindi means city of joy and indeed Ulhasnagar is a city of joy.
Spread over an area of mere 13 sq.kms. This city and its enterprising to carve a niche for
themselves it is really hard to believe that this city which is now a world famous
manufacturer furniture, garments (especially jeans, which are exported world over) bags
electronics etc. Was once a refugee camp for the people displaced by the partition in 1947,
originally known as kalian camp, Ulhasnagar was a transit military camp of the Britihi
regime during world war-2 Although after partition people arriving from Pakistan.
Culture ; Business in Ulhasnagar:
Sindhi who reached here without a penny in their hand, made a remarkable influences in all
areas. Now, a major percentage of the business in Ulhasnagar is run by Sindhis. The
economy and culture of Ulhasnagar is mainly based on business. The city is a major business
center in Maharashtra State and there are many industries sin the city. Jeans are the main
products in Ulhasnagar. Besides , there are many garment and furniture business here.
Furniture Shops in Ulhasnagar :-
Furniture market in Ulhasnagar, Which is delight for the bargin hunter, is well known are
amount outside in Maharashtra. Even though the metropolitian city. Mumbai is situated near
ulhasnagar people depended on the furniture market of this city for the furniture shopping


38

Garments Shops in Ulhasnagar:
Ulhasnagar, which is the most popular industrial and commercial townships of thane district
is famous for shops of wedding costumes, jeans and other readymade garments. Sindhi
people, who live other parts of India such as Gujrat, Goa and Madhya Pradesh, visit
Ulhasnagar to do their wedding purchase.
There are many shops which are exclusively aimed for wedding costumes. The city is also
famous for jeans manufacturing. Jeans and ready made garments manufactures at Ulhasnagar.
Education:
The city has colleges and an industrial-training institute like institute of technology, Holy
family Convent High School, New English (at camp no.5), SST College of Arts and
Commerce etc. Smt. Chandibai Himatmal Mansukhani college and R. K. Talreja are two
major colleges.
Growth:
Ulhasnagar, one of the busiest business centers in Maharashtra, has several jewellery
showrooms. Some of the popular jewellery showrooms in the city are listed here.
We can watch the gradual development of Ulhasnagar to a shopping hub and business centre
from a military camp area in the pre-independence era only with wonder. Sindhis, who
migrated to this land from Pakistan, has significant role in the growth of Ulhasnagar in the
business field. Even though they came to the city with minimal resources, now most of the
small and big shops in Ulhasnagar are under owned by them. It is nothing else but their hard
work and talent that made them able to develop this city to a mini-Japan during the last five
decades.
Specialities:
Ulhasnagar, which is the most popular industrial and commercial township of Thane district,
is famous for shops of wedding costumes, jeans and other readymade garments. Sindhi

39

people, who live other parts of India such as Gujarat, Goa and Madhya Pradesh, visit
Ulhasnagar to do their wedding purchase. There are many shops, which are exclusively
aimed for wedding costumes
The city is also famous for jeans manufacturing. Jeans and ready made garments
manufactures at Ulhasnagar 5 are sold in all markets of the country. Many popular jeans
brand have factories in Ulhasnagar.
The most busy commercial and shopping center here are Ulhasnagar 2 & 3.
Tourist Attractions in Ulhasnagar:
There are several tourist attractions in Ulhasnagar including beautiful locations, religious
places and historical monuments etc. Some of the famous temples in Ulhasnagar including
Chaliho Sahib, Birla Mandir, haji Malang, Jhulelal Temple, Saint Satram Dham and Swami
Shanti Prakash Temple etc.

40

CHAPTER IV
Finding & Analysis

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

a) Soft Drinks

b) Fruit Juices

Interperation:-
From The above pie graph, we analyze that 45% of respondents are preferring soft drinks to
drink while there are only 59% of respondents are preferring fruit juices to drink.

41%
59%
Prefer To Drink
Soft Drink
Fruit Juices

41

Q2. How Often due you consumption of your preferred drink in a week?

a) Soft Drinks, Daily b) Fruit Juices, Daily
2-6 times 2-6 times

Interperation:-
From The above pie daigram we analyze 40% of respondents prefer soft drinks to drink 2-
6times in a day. There are also 60% of respondents are prefer fruit juices to drink 2-6 times in
a day.

40%
60%
Consumption Of Dink in a Week
Soft Drink Daily 2-6 times
Furit Juice Daily 2-6 times

42

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

Interperation:-
From The above pie daigram we analyze 20% of respondents prefer soft drinks to drink
when they felling thirsty while 55% of respondents are preferring soft drinks to drink in
parties and celebrations only. There are also 75% of respondents are prefer soft drinks to
drink without any reason

20%
55%
75%
12%
Occasionally Consumption of Soft Drinks
Feeling Thirsty
Parties/Celebrations
Without any reason
Others

43

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

a) Feeling Thirsty



d) Others, please specify ________

Interperation:-
From The above pie daigram we analyze 40% of respondents prefer fruit juices to drink
when they felling thirsty. There are also 60% of respondents are preferring fruit juice to drink
in parties and celebrations. 75% of respondents are prefer fruit juices to drink without any
reason

40%
60%
75%
10%
Occasionally Consumption of Fruit Juices
Feeling Thirsty
Parties/Celebrations
Without any reason
Others

44

Q5. What induces you to buy Soft Drinks?

a) Price with quantity

b) Health Drink

c) Status symbol

d) Taste

e) Variety

Interperation:-
From The above pie daigram we analyze 45% of respondents induces price with quantity on
buying soft drinks there are also35% of respondents induces health drink on buying soft
drinks 60% of respondents induce status symbol on buying soft drinks.60% of respondents
induce taste while on buying soft drinks. 75% of respondents induce variety while on buying
soft drinks

45%
35%
60%
60%
75%
Buying Soft Drinks
Price with quantity
Health Drink
Status Symbol
Taste
Variety

45

Q6. What induces you to buy Fruit Juices?


b) Health Drink

c) Status symbol

d) Taste

e) Variety

Interperation:-
From The above pie daigram we analyze 75% of respondents induces price with quantity on
buying fruit juice. 45% of respondents induce health drink on buying fruit juice. 65% of
respondents induce status symbol on buying fruit juice.. 75% of respondents induce taste
while on buying fruit juice.75% of respondents induce variety while on buying fruit juice.

75%
45%
65%
75%
75%
Buying Soft Drinks
Price with quantity
Health Drink
Status Symbol
Taste
Variety

46

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

e) Sharbat

Interperation:-
From The above pie daigram we analyze 35% of respondents prefer Coffee to drink other
than fruit juice or soft drink. 45% of respondents prefer Tea to drink other than fruit juice or
soft drink 60% of respondents prefer Shakes to drink other than fruit juice or soft drink 65%
of respondents prefer Lassi to drink other than fruit juice or soft drink 35% of respondents
prefer Sharbat to drink other than fruit juice or soft drink

65%
45%
60%
75%
35%
Which Drink you like most Other Than Fruit
juice & Soft Drink
Coffee
Tea
Shakes
Lassi
Sharbat

47

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

a) Equivalent to fresh juices

b) Have artificial added flavor

Interperation:-
From The above pie daigram we analyze 45% of respondents are agreeing that canned juices
are equivalent or same as fruit juices. Where 65% of respondents agreeing that canned juices
are having artificial flavor.

45%
65%
Rating Juices
Equivalent Fresh Juices
Have Artifical added Flavour

48

Q9. How do you view Soft Drinks?

a) As a health drink

b) As a status symbol

c) As an aid to put off thirst

Interperation:-
From The above pie graph, 30% of respondents are having view about soft drinks as a health
drink where as 40% of respondents are having view about soft drinks as a status symbol only
12% of respondents are having view about soft drinks as an aid put of thirst
30%
40%
12%
View of Soft Drink
As a Helath Drink
As a Status symbol
As an aid put of thirs

49

Q10. How do you view Fruit Juices?




Interperation:-
From The above pie daigram we analyze that 70% of respondents are having view about
fruit juice as a health drink there is also only 35% of respondents are having view about fruit
juice as a status symbol in that case there is 45% of respondents are having view about fruit
juice as an aid put of thirst
70%
35%
45%
View of Soft Drink
As a Helath Drink
As a Status symbol
As an aid put of thirs

50

Q11. Do advertisements affect your purchases?

a) Yes

b) No

Interpretation:-
From The above pie daigram we analyze 70% of respondents are agreed that advertisement
make affection while purchasing fruit juice 25% of respondents are not agreed that
advertisement make affection while purchasing fruit juice

75%
25%
Affection of Adverstisment
Yes
No

51

Q12. Name any three brands of Fruit juices & Soft Drinks that are there in your mind at
present?

Soft Drinks Fruit Juices
______ ______

Interpretation:-
From The above pie graph we analyze 65% of respondents are like to drink Dabur Real fruit
juice there is also 45% of respondents are like to drink Tropicana Fruit Juice. If we talk about
brand 75% of respondents are like to drink Minute Maid Juice. In drink market only 15%
only respondents are like to drink Thumusp 35% respondents who are like to drink Cocola
15% of respondents who are like to drink Limca

65%
45%
75%
15%
35%
15%
50%
Brand of Fruit Juice & Soft Drink
Dabur Real
Tropicon
Minute Maid
Thumsup
Coco Cola
Limca

52

CHAPTER V
Interpretation & Suggestion
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.
The study was confined to some areas of Ulhasnagar only.
The study affected on sales of the soft drink segment due to the entry of juices.
Time and cost constraints were also there.


53

CHAPTER VII
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
fruit juice while 43% go for soft drinks.

Through the research it was conveyed that weekly consumption of fruit juice is higher
than the weekly consumption of soft drinks.

A majority of the respondents consume fruit juices and soft drinks at the time of parties &
celebrations.

Most of the respondents consume fruit juice 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.


54

Bibliography

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

www.foodindustryindia.com

http://fnbnews.com/article/detarchive.asp?articleid=25105&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&b
everage

www.google.com

Kothari C R, Research and Methodology- Methods & Techniques, New Age
International (P) Ltd., 2004


55

CHAPTER VII
Reference
Vaux, Bert. "105. What is your generic term for a sweetened carbonated beverage?".
Harvard Dialect Survey. Retrieved 6/3/2011.
"Funny Irish Words and Phrases". Grammar.yourdictionary.com. Retrieved 2013-03-
26.
Partridge, Eric (2006). The New Partridge Dictionary of Slang and Unconventional
English: J-Z. Taylor & Francis. p. 1226. ISBN 9780415259385. Retrieved 27 June
2014.
"Electronic Code of Federal Regulations". United States Government. Retrieved 25
February 2011. See 7.71, paragraphs (e) and (f).
"What Is Meant By Alcohol-Free? : The Alcohol-Free Shop". Alcoholfree.co.uk.
2012-01-08. Retrieved 2013-03-26. Bangor Daily News, April 8, 2010.
http://www.bangordailynews.com/detail/126224.html
Jed Portman (2013-01-11). "Have You Ever Tried Hot Dr. Pepper? | Serious Eats:
Drinks". Drinks.seriouseats.com. Retrieved 2013-05-08.
"Soft Drink".http://www.britannica.com/EBchecked/topic/552397/soft-drink.
Mary Bellis (2009-03-06). "Joseph Priestley Soda Water Joseph Priestley".
Inventors.about.com. Retrieved 2009-06-08.
"Impregnating Water with Fixed Air". Retrieved 2013-05-08.
''Wildfell Hall'', ch. 30. Books.google.com. Retrieved 2013-03-26.


56

CHAPTER VIII
Questionnaire
(This questionnaire will be used purely or academic research only.
I nformation provided will be kept confidential.)

PERSONAL DETAILS
Name - _________________

Age - 15-25 25-35 35-50

Gender - Male Female

Occupation - Student Housewife Business Service

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

a) Soft Drinks

b) Fruit Juices

Q2. How Often due you consumption of your preferred drink in a week?

a) Soft Drinks, Daily b) Fruit Juices, Daily
2-6 times 2-6 times

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

a) Feeling Thirsty



d) Others, please specify

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

a) Feeling Thirsty



d) Others, please specify ________


57

Q5. What induces you to buy Soft Drinks?


b) Health Drink

c) Status symbol

d) Taste

e) Variety

Q6. What induces you to buy Fruit Juices?


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

e) Sharbat

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

a) Equivalent to fresh juices

b) Have artificial added flavor


58

Q9. How do you view Soft Drinks?




Q10. How do you view Fruit Juices?




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
______ ______

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