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This report is submitted as partial fulfillment of
the requirement of MBA Program of IBS

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The satiation and euphoric that accompany the successful completion of task, would be
incomplete without the mention of the people who made it possible.

After all, success is the epitome of hard work, perseverance, zeal, steadfast determination and
most of all encouraging guidance. So, with immense gratitude, I acknowledge all those whose
guidance and encouragement served as a beacon light and crowned my efforts with success.

I would like to express my profound sense of gratitude to Bharti Del Monte for providing me an
opportunity to carry on the desired Project.

I would like to acknowledge my company guide Mr.Abhijit Magotra, Area Sales Manager,
Bharti Del Monte India Pvt. Ltd., and Professor Shikha Ojha, ICFAI Business School,
Bangalore for their superior guidance as well as constant encouragement during the conduct this

I am also thankful to my colleagues Mr. Ajay Hingoorani, Mr Prashant Sugandh,Mr Rakesh

Bharti and Mr.Taheer for their full support and guidance during the projects.
I sincerely and whole-heartedly thank all my teachers, mentors and friends in ICFAI Business
School who in some way have helped me by imparting valuable knowledge and skills. This
project would not have been concluded successfully within time without their support and help.

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The project aims at understanding customers perception about packaged fruit drink and
various factors influencing customer decision while purchase of fruit drink in city of Bangalore.
The project also makes an attempt to study various promotional strategies and its effectiveness in
helping customer to make a buy decision. The report enhances knowledge on practicality of
various marketing concepts learned in class room.

The project bestowed upon me the opportunity to do institutional selling(HoReCa) for

Bharti Del Monte India Pvt Ltd. helping me to understand apprehensions arising in customers
mind and finding innovative solutions for same and how business is done in real time marketing
environment. The project also touches upon distribution channel operating in FMCG sector.

The project requires selecting appropriate sample, data collection through primary and
secondary mode, use of measurement scales like MS Excel and SPSS and analysis technique
involve factor analysis, correlation analysis using SPSS.

Project will try to give some vital insights to company based on various inferences made
out of analysis.

Recommendations on advertisement, distribution channel and product profile have been

provided on basis of analysis.

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Table of Contents
Authorisation 2
Acknowledgement 3
Abstract 4
Project Description
Introduction 9
Industry Profile 9
Company Profile 11
Competitive Analysis 13
Company and Environment Analysis 18
Ansoffs Matrix 20
Market Segmentation 21
Comsumers Purchasing Behaviour 26
Literature Review 29
Maslows Need Heirarchy Theroy 31
Analysis of Primary Data 32
Factor Analysis 34
Correlation 37
Preferred Channel 40
Preferred Place 43
Conclusion 46
Recommendations 47
Annexure 48
References 55

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Title of the Study : India Pvt Ltd Understanding consumer behavior and promotional
strategies at Bharti .

Description of Project :

India is moving through a phase of drastic transformation in life style, with its young population
and growing per capita income it is ready to explore the unexplored but still India is very
unpredictable market. As Rama Bijapurkar in her book We are like that only mentions that
Indian lives in different genres and each genre has its own different reasons for use of a product,
hence it become very difficult for companies to go with tried and tested strategies.
Bharti Delmonte processed food division which has been launched in highly volatile market
condition, in an unpredictable market like India, needs to identify its Target customer and
understand their reason for using packaged drinks efficiently, to stand the competition from
existing players. It also has to plan its communication strategy basing on customer need and their

The project majorly includes the study under following headings keeping in mind the key
Areas of consideration which are relevant to the project:

A) Competitive analysis:
- For the fulfillment of pertinent study and to understand effectiveness of marketing program,
competitive analysis of various market players in FMCG tinned foods division is an essential as
well as effective tool to generate and improve various analytical and innovative ideas required to
differentiate the organization from other market players.

B) Consumer Behaviour
The behavior exhibited buy consumer during the different stages like pre buying, buying, post
buying is important to understand for companies in order to place its product properly and to
target right kind of market.

C) Promotions:
Promotions deals with how a company promotes itself or its
products via
1) Advertising
2) Direct marketing
3) Public relations
4) Below the line marketing
5) Above the line marketing etc.
6) It also includes various new concepts of Lateral marketing , Affiliate marketing and
Retro Marketing which are essential parts of effective marketing program.
D) Market research:
Apart from all above snapped points of an effective market program, the most important
key feature on the basis of which all the decisions are made is Market research.
Market research includes:
1) The analysis of products in the market through the customers.
2) To know how people consider a particular product.

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3) Whether the product is competent enough when launched in the market?
4) What are the grey areas that can be improved to create a competitive edge?
5) What strategy should be applied to improve the customer value proposition?

Objective of the Project:

Primary research objective

To determine the factors influencing the consumer decision while buying fruit drinks and most
preferred place of advertisement majorly in the age group 17-35 in the city of Bangalore.

Secondary research objective

To determine the product attributes influencing purchase decision of fruit drink brands.
To determine the reasons for consuming various fruit drink brands.
To determine the most preferred SKU(quantity) in fruit drink category.
To determine the most preferred channel in the fruit drink category.

Importance of Information to Company

This report aims to generate information on various factors influencing consumer decision while
purchasing a fruit drink. company can evaluate their positioning and promotion strategies based
on the factors influencing the choice of a particular fruit drink brand. Companies can also utilise
the factors influencing the choice of SKU for managing their portfolio of different SKUs in the
fruit drink category. The information on factors influencing the choice of a channel can be used
to focus on the growing channels and also in managing existing channels. This report also
contains broad based trends on consumer profile, awareness levels, usage patterns and fruit drink
category as a whole which can be utilised to make inferences about the future.


a) Primary Research-
Data was collected from candidates using questionnaire. The questionnaire was
distributed in colleges, outside the shops to gather data from people who had come to
visit there and purchase managers of different hotels, restaurant and caterers.

b) Secondary Research-External secondary data has been generated to obtain volume of

sales regarding beverage markets, fruit drinks, each of the brands and the positioning of
each of the brands.

Measurement Instruments:
The measurement instrument in the questionnaire will be one to ten scale .
Apart from details regarding their choice of drink for refreshment, their frequency of
visits and the channels they choose, their spending patterns will also be mapped.

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The data will be extracted and put in MS Excel. All the further analysis will then be carried out
using SPSS.
The measurement is designed to get a fair idea about the various attributes and
conducted factorial analysis of the important attributes.

The aim is to collect 50 samples for the analysis. The samples should be such that they are
Consumers of fruit drinks. I will also try to get an adequate ratio of men and women in the
The main demographics targeted were the younger age group as they are more health conscious
and aware of such health drinks. Also focus will be more on the college going crowd and
young professionals as they would be more interested in trying out new products and were more
Buyers who have been consuming fruit drinks were better able to answer the questions regarding
the influencing factors and the reasons for their consumption and purchase.

Analysis Techniques
The analysis techniques to be used have been on SPSS and the tests will be performed to
ascertain the factors influencing the consumer decision while buying fruit drinks.
Factor analysis will be conducted to find main factor influencing out of present factors
correlation tests will also be conducted to find out the various reasons for purchasing any
particular brand of fruit drink.

The main limitation will be the sampling conducted. It will be in a random manner and no. The
data might not be representative of the entire population.
Respondent might not answer correctly due to following reasons-

Ignorance- The respondents being unaware about the subject of the question.To cover up their
ignorance, they provide some answers or other.

Inability to recollect- Due to memory decay

Omission - The interviewee unable to remember if an incident actually occurred.

Telescoping - When the interviewee thinks that an event that occurred in past occurred more
Creation- When iterniewee feels that the incident or event did not occur at all.
Inability to verbalize - Respondents inability to verbalize factors influencing the buying

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The packaged fruit drink industry in India have a history of 24 years,it all started in 1984 with
launch of Parle Frooti in tetra pack, but the real surge in packaged fruit drink industry came in
1996 when Dabur captured the imagination of young Indian consumer with the launch of Real
Fruit juices-a new concept in the India food market. Since then the industry have been
developing gradually and seeing entry of numerous new player with varied flavours and
promotions to lure ever growing Indian consumers.

The branded fruit juice market in India is estimated to be worth Rs 1200 crore organized fruit
beverage market (nectars, drinks and juices combined).

Juice accounts 30 %

Nectar 10 %

Fruit drinks 60 %

The segment is growing at about 30 per cent per annum ( source- ).

This decade witnessed a major surge in the market of non carbonated beverage, as people are
turning more health conscious and due to pesticide incident in carbonated drinks, the non-

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carbonated beverage segment has become one of the fastest growing and most exciting business
at the moment. For some time now industry is in growth stage of Industry Life Cycle, this stage
is marked by entry of new players like Del Monte, CavinKare Pvt Ltd (Maa Fruits Pvt
Ltd. ).Manufacturers have experimented with some of the formulation and taste issues, offering
the consumers better tasting, healthful alternatives i.e. product innovation which is a marked
feature of growth stage. Evolving from drinks containing a hint of herbs or vitamins, beverages
have become an important delivery vehicle for efficacious amounts of nutritional ingredients.
Beverages are unusual products in which everyone expects to try new varieties, even from
established brands. The growth stage also involves price cuts to attract new layer of price
sensitive customer.

Major variant of fruit juice available in Indian market are-

1) Juice is naturally contained in fruit or vegetables. It is prepared by mechanically

squeezing or macerating fresh fruits or vegetables. Juice is always 90% fruit juice.
2) Nectar is also made from fruit or vegetables but with a 25-89 % juice content and usually
with added sugar.
3) Still drinks contain 0-24 % juice content in fruit, vegetable or other flavours.

Major players in Indian fruit drink market are-

1) Real juices from Dabur Foods

2) Pepsi's Tropicana
3) Jumpin, Xs from Godrej
4) Frooti, N-joi from Parle Agro
5) Freshgold from Surya Foods & Agro
6) Leh Berry from Ladakh Foods
7) Safal juices from Mother Dairy
8) Delmonte fruit drink from Bharti Del Monte
9) CavinKare Pvt Ltd (Maa Fruits Pvt Ltd. )
10) Coca Cola India (Minute Maid Pulpy Orange / Maaza )

Company Profile
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Company:- Bharti Del Monte India Pvt Ltd.
Bharti Del Monte India Private Limited incorporated in September 2004, is a joint venture
between Bharti Enterprises and Del Monte Pacific Limited., which offers fresh fruits &
vegetables and processed foods and beverages in the domestic as well as international markets.
Bharti Del Monte India Pvt Ltd., in the `fresh` foods category is the largest Indian exporter of
Babycorn and is also engaged in providing `safe`, fresh and hygienic fruits and vegetables in
`convenient` formats to food service and modern retail segments in the domestic market under
the FieldFresh brand. The company has recently entered in the `processed` foods category by
launching Del Monte brand in India with a promise to offer the consumers innovative products in
foods and beverages combining great taste and goodness of health

Product Profile for processed food division in India-

1) Fruit Drink
a. Pineapple Crush
b. Four season
c. Pineapple orange
2) Pineapple Slices
3) Fruit Fiesta
4) Pineapple tidbits
5) Olive(Black and Green)
6) Olive Oil(Extra Virgin)
7) Corn Kernel
8) Tomato Ketchup
9) Tomato Chilly Ketchup

Target Market-


Target Place of Introduction-

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Mom and Pop stores, Bakeries, Super/Hyper Market, Institutions (Hotel, Restaurant, Canteens,

Distribution Channel South Zone-

Products are manufactured in Philippines, from there it is shipped to Supert sockist in Mumbai,
the products then transported to Carry & Forward agent at Mysore road, from C&F agent it
moves to distributors like Yashashvi and Global Solutions in Bangalore, distributors then
distribute companies product to retailers, bakeries, institutions, supermarkets etc from where end
consumers consume it.

Companys Life Cycle

The Company Bharti Del Monte is in introductory stage of its PLC. This stage is marked by high
promotion expenses because company needs to-

(i) Inform the customers about the product.

(ii) Induce product trials.

(iii) Secure distribution in retail outlets.

Bharti Del Monte is generating awareness through sales, product trials and some point of
purchase display material. The main focus has been on introduction of product on new

The products are high priced compared to other players and spending on promotions are low
which indicate that company is following Slow Skimming strategy.

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Competitors reaction Pattern

The competitors reaction pattern to firms strategies should be continuously observed, because it
is necessary to attack the competitor in their vulnerable areas and also to anticipate competitors
move to protect itself.

Following are general reaction pattern-

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Dabur with 35% market share and its products around almost every price category is a definite
market leader, so Bharti Del Monte have a herculean task ahead to break brand loyal customers
of Dabur and Tropicana.

Indian market is very unpredective , it has been seen that major established companies on globe
level when enters into Indian market have to rethink their strategy. Same happened with
Tropicana which is world leader in packaged fruit juice had to innovate its product line to beat
local palyers.

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Comparison within the major competitors
Dabur Real

Dabur's flagship brand Real fruit juice is a market leader in the packaged fruit juice

Real with a market share of 35 % offers to its consumers the largest range of 9 juices that
comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and

Real Active orange carrot juice, India's first packaged fruit + vegetable juice.

Real offers traditional 'cooling' recipes in a ready-to-drink format ie Aam panna,

pomegranate (anar) and watermelon .

Spread over 11 acres and geared to process 150 tonnes of fruit per day, it has the capacity
to produce 192 tonnes of pulp/concentrate.

Pepsi cos Tropicana

Tropicana is a product of vast PEPSI family

Pepsi's Tropicana brand fruit juice has outpaced the growth of the packaged fruit
juices market in India.

The company sources orange juice concentrates from Brazil.

They come in Tetrapaks of one litre and PET bottles of 500 ml and one litre.

Pepsi also markets Gatorade an energy drink for the sports personnel which is a
sugar-free Diet Pepsi.

Pepsi, in association with HLL have launched Lipton iced tea.

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Parle Agros Frooti

Frooti from Parle Agro is the largest distributed fruit drink with 85 % market share in

It reaches more than 10 lakh retail outlets in up to class C towns

The company's another revenue earning brand includes Bailey water.

Coca Colas Maaza

Maaza was acquired by Coca Cola India.

Over the years, Maaza has become synonymous with mango.

The drink became a hit with successful advertisement campaigns like "Taaza mango,
maaza mango,' and 'Botal mein aam, maaza hain naam.

It is available in 200 ml , 250 ml , 125 ml Tetrapak and 200 ml Tetrapak.

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Analysis of strength and weaknes of competitor

Name Strengths Weakness

CavinKare Pvt Ltd Acquired Maa Fruits Pvt Ltd Entering in a new segment
Distribution network

Coca Cola India Global leader in beverages Low Brand loyality

Growing Fast

PepsiCo Global Brand in beverage Less Product Line

Parle Agro Market share Laid back on innovation

Dabur Market leader Less cost effective

Godrej Beverages Innovation New entry

Ladakh Foods Nutrients Taste

Mother dairy Cost Effective New Entry

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Company and Environment Analysis

SWOT Analysis of company

Internal Factors


Del Monte has a history of 120 yrs and it is among the most reputed brand
Bharti and Del Monte has strong financial position , investment not a big problem.
Del Monte products scores very high on quality
Backward Integration- Del Monte grows its raw material , so raw material availability is
even an at cheaper rates.
Del Monte products are preserved only in natural preservatives.
Long shelf life i,e 18 months- 24 months make it more favourable with retailers and other


Raw materials are fruits which are seasonal in nature so scarcity of raw material can
be faced.
Distribution Channel- Since company is new and sales is low, so distributors are
apprehensive about delivering such small quantity individually, therefore deliveries
are delayed.
Import- Products are being imported from Philippines, so import duty and
transportation cost increases overall price of products.
Late entrant- Bharti Del Monte has entered into market in which around 10 players
are already operating with few big and established brands , like Dabur, Tropicana etc.

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External Factors-


Growing industry- Packaged Fruit juice industry in India growing at 30% and
market is ever expanding there is lot of potential in market to be tapped.
Competitive advantage over carbonated drink- With pesticide incident the
consumer preference has shifted towards fruit drink.
Wellness awareness among consumers- Today Indian consumer is very health
conscious and dont mind spending extra money for a healthy product
Commonwealth games 2010 will attract lot of foreign tourist in India, these
people already know Del Monte brand so their presence towards same will be


Cut throat competition

Global Warming- In future due to global warming the fertility of soil is expected
to deteriorate, which can cause scarcity of raw material.
Unstable government policies.

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Analyzing Bharti Del Monte on Basis of Ansoffs Matrix

Ansoff has proposed a useful frame work for detecting new intensive growth opportunities
through a four quadrant matrix.


Through joint venture Del Monte is selling its existing product into a new market which is a
Market development strategy, while Bharti has entered a new market through new products
which comes under Diversification.

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Market segmentation

For a proper market strategy, the right segmentation is very important in order to identify the
right target market and positioning. Nowadays a company cannot serve all customers in a
market, such as fruit drinks whereby there are numerous customers and each of them does not
have the same requirement. More it is too costly and require too much of resources.

Nowadays mass marketing is very difficult due to many competitions, a large number of
consumers, limited resources and numerous communication and distribution channel such as
television, radio, internet marketing and kiosk marketing. Thus companies have turn to Micro
marketing based on niche, region and individual and market segment.

Before starting segmentation of the market, we must range the consumers in a way that will be
easy to target. In a market, no consumers have the same preference. There are 3 preferences that
are involved in the market:

Homogenous preferences, where all consumers tend to have roughly the same needs.
Diffused preference, whereby all consumers are scattered in terms of their preference
having different and non-similar needs.
Clustered preference, which means the market might revel different clusters called
natural market segments. For doing the right segmentation, we must take into account
homogenous preference as it is easy to target and consumer behaviour can also be

Type of Market coverage on basis of segmentation

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Assessing viable Market Segment

Segmentation is the process of dividing a market into subgroups of customers who have almost
identical means and wants. Can consumers behaviour be analysed? Are the segments
accessible? Do the segments differ? Can profits be made? Is there fair competition? All these
questions arise when deciding on segmenting the market

For Market segments to be viable they must be:

Measurable: Characteristics and needs of consumers can be measurable

Accessible: If Bharti Del Monte. has the necessary resources.
Substantial: The segment should be large enough so that profit can still be made in the
long run.
Differentiable: Each Segment should differ in terms of responsiveness to any
marketing mix elements like price.
Actionable: There should be fair competition and effective programs can be
formulated for attracting and serving the market.

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Segmentation of the consumer market can be done through:




Geographic segmentation

Segmenting the market in respect of nations, regions, city, density and neighbourhood.
The market of fruit juice can be segmented by density as all regions differ in the number
of customers.

Psychographic Segmentation

Market is segmented on the basis of lifestyle, personality, and values.

Lifestyles segmentation is partly based whether consumers are time or money
Personality segmentation consists of the characteristics of the consumer, such as being
extrovert or introvert, authoritarian, ambitious and brand personality.
Marketers can also segment the market through core values, such as beliefs, attitude and

Psychographic Segmentation of the fruit juice market can be done as the brand Bharti has much
influenced in lifestyles and personality of consumer. On the other hand, it is risky as India has a
rapid changing lifestyle and that people are give more value to money to be influence through
personality and values.

Behavioral Segmentation

The market is segmented based on consumer knowledge, attitude toward use of or

response to a product.

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Behavioural variables are occasions, benefits, user status, usage rate, loyalty status, buyer
readiness stage and attitude.
Occasions can be used to distinguish consumers when they develop a need, purchase or
use of a product.
Benefits segmentation deals with segmenting market as per what benefit consumers seek.
User status also can be used by determining the type of user consumers on that market,
are like non-users, ex-user, potential user, first time user and regular user

Demographic Segmentation

The market is segmented on the basis of variables like Age and Life-stage, family life
cycle, gender, income, occupation, education, religion, race, generation, nationality and
social class.
Age and life-Stage segmentation deals with segmenting the market by age group like
people less than 14.
Family life cycle segmentation provide for the market to be segmented into segments
that are related to the change in pattern of consumption as a person passes the life cycle
like adolescent to young adult or bachelor to married person.
Gender segmentation in to segment the market in term of sex whether male or female.
Income, education and Occupation segmentation deals with the segmentation of the
market by the salary earned, level of education and work of the customers.
Religion, race, generation, nationality, and social class segmentation segments the
market into group of customers having specific social background.

Variables of segmentation feasible for Bharti Del Monte fruit drink

For the new product, segmentations bases that would be relevant for segmentation would be Age
and life-stage, lifestyle and Benefits segmentations. Customers pattern of consumption differ by
age like an adolescent will a buy a product depending on the amount the latter gets form his/her
parent while a young adult working would not depend on his/her parent to buy a product. On the

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other hand customers determine their consumption pattern on the basis of their lifestyle that is
whether they are culture-oriented, sport-oriented or outdoor-oriented. Moreover consumers are
seeking much on the benefits offered by fruit juice like taste and quality


The availability of consumer food products in India has grown significantly since the economic
reforms beginning in 1991. Indian consumers can now purchase domestically produced cheese,
wine, potato chips, ketchup, soft drinks, candy bars, breakfast cereals, ice cream, donuts,

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biscuits, frozen meats and vegetables, instant noodles, jams and jellies, packaged grains and
pulses, soups and some ready to eat packaged and frozen meals. Availability of fresh produce is
seasonal. Retail food sales in India were approximately $132 billion in fiscal year 1998 and are
growing at 13 percent per year, according to the Ministry of Finance. The retail market for fruits
and vegetables has grown at over 20 percent per year in the past few years. Retail sales of
subsistence foods such as cereals, breads, pulses and edible oils have started declining. As
incomes have risen, there has been a shift in consumption, from subsistence to higher value

Many Indians are vegetarian by tradition; moreover, many can only afford a vegetarian diet.
Meat may be regularly consumed by less than 30 percent of the Indian population, due to its
higher cost and a predominance of vegetarianism and Hinduism. However, only 20 percent of the
population is strictly vegetarian. Non-vegetarians typically consume meat only once or twice per
week. Higher income consumers rely almost entirely on domestic help for their shopping. The
domestic help buys staples, vegetables, and fresh foods from local small grocers and vendors,
and other products from a variety of general merchants. The middle class has diverse purchasing
habits. Many families on the upper end use part-time domestic help to do their shopping, often
necessitated by a growing pattern of households with two working parents. Many families at the
lower end of the middle class continue to do their own shopping. The poorer segments of the
Indian population tend to buy basic staples with the first part of their paychecks, which typically
are distributed on the first few days of each month. During the month, the poorer customers will
buy whatever fresh foods and consumer goods they can afford, often filling in at the end of the
month with some additional staples purchased on credit. In all classes, women do most of the
shopping and make most of the food purchase decisions. 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. Packaging of imported goods is typically better than that of domestic
goods. Also, India has many regional differences in food tastes and preferences. For example,
residents of Mumbai (formerly known as Bombay) are more willing to try new foods than those
in other Indian cities. As Mumbai is home to a more progressive and skilled labor force than
other parts of India, many multinational corporations test market new products in that city.
Consumer spending has grown at an average of more than 11.5% a year for more than decade as
in most developing nations, a large chunk of Indians consumer expenditure is on basic
necessities, especially food-related items. Hence it is not surprising that food ,beverages and

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tobacco account for as much as 50% of consumption expenditure in 2006.the remaining 50%
related to non-food items is expected to rise, due to the growth of percapita income.

There are three significant trends in Indian retailing. First, the number of small outlets has grown
over the past few years, bucking the worldwide trend toward retail consolidation. Second, Indian
retailers have started promoting brands and using basic merchandising techniques. Some of these
stores are even charging slotting fees for shelf space. This is in stark contrast to the small
shopkeepers who paid personal attention to regular customers and strongly influenced their
buying decisions. The shopkeepers recommendation was important because he often did not
display all the items he stocked. Indian consumers who choose branded foods are less likely to
seek the shopkeepers recommendation. Lastly, retailers have also started offering home delivery
services in urban areas.


India population is nearly 23 per cent of the global population and is one of the most attractive
consumer markets in the world today. Income levels across population segments have been
growing in India. According to NCAER data, the consuming class, with an annual income of
US$ 980(INR 45000) or above, is growing and is expected to constitute over 80 per cent of the
population by 2009-10. with the growing disposal income and the highest ever consumer
confidence levels ,Indian consumers propensity to spend is soaring.private final consumption
expenditure (PFCE) ROSE 8.3% DURING 2003-2004,the highest growth rate in 23 years.
Indians purchasing power is further fuelled by easy availability finance in the form of loans. The
increase in income levels of the Indian population and the emergence of the consuming class that
has higher propensity to spend, offers great growth opportunities for companies across various

Growing Consuming class ( mn household- Annual Income)

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Source- National Council of Applied Economic Research

Urban consumers in India have become more exposed to western lifestyles, through overseas
travel and presence of foreign media in India. For example, more than 5 million Indians travelled
abroad last year and this number is expected to increase by 15 per cent to 20 per cent per annum.
Increase in the population of working women and increasing prevalence of nuclear
doubleincome families, especially in urban areas, are other trends shaping lifestyles.The food
processing sector has been impacted by these trends as there has been an increase in the demand
for processed, ready-to-cook and ready-to-eat food. It has been assessed by Euromonitor
International, a market research company, that the amount of money Indians spend on meals
outside the home has more than doubled in the past decade to about US$ 5 billion a year, and is
expected to further double in the next 5 years. These trends imply significant growth potential for
the sector in future and add to its investment attractiveness.

Literature Review



If the findings of a `usage and attitude' study conducted by market research agency Indica
Research across 1,200 adults in SEC-A and SEC-B households in Delhi and Mumbai are
anything to go by, then it's not just champagne and colas that qualify as social beverages.
Packaged fruit juices are as much recognised as social drinks now, with dominant consumption

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being observed in the company of family and friends. Fruit juices are perceived as anytime
beverages, with consumption being spread more or less evenly between the mid-mornings,
afternoons and evenings. And Generation Now is as much inclined to sipping fruit juices as
colas, with teenagers driving the maximum trials. Among packaged fruit beverages, the
`awareness to trial' ratio of PepsiCo's Tropicana juice brand has been rated the highest. Up to 17
per cent of the respondents were aware of Tropicana, while the brand's trial stood at 11 per cent.
Also, eight per cent of the respondents stocked the brand at their homes. Other parameters where
Tropicana edged out competitors included taste, health, purity and nutrition, according to the
study. Tropicana was also perceived as `reasonably priced'. Another interesting finding is that the
average Indian may have a legendary weakness for mango, but when it comes to preference of
fruit-based juices, his choices are in tune with international trends. Therefore, it is orange juice
that is the most preferred fruit juice flavour in India, followed by apple, sweet orange and mixed
fruit. The findings indicate that most packaged juice drinking consumers travel abroad on
holidays. Other attributes of branded juice consumers include employment of domestic help,
ownership of assets and credit cards, and health consciousness with 80 per cent respondents
going to aerobic classes or working out at gymnasiums. Understandably, awareness and trial
levels of packaged juices are higher within the SEC A category, than among SEC B consumers,
the majority of whom rated these as aspirational. While awareness levels are similar in both
Mumbai and Delhi, more trials are generated by Delhiites than their counterparts in Mumbai. As
a clear indication that consumers perceive fruit juices as a grocery purchase, 60 per cent of the
respondents consume fruit juices at home. While 55 per cent of the respondents consumed 1-litre
packs at home, 45 per cent consumed 200-ml packs. The Rs 100-crore packaged fruit juice
market is estimated to be growing at 25-30 per cent annually, with Tropicana and Dabur Foods'
Real holding 40 per cent market share each.

The Packaging attracts consumers

As consumer preferences in the country are shifting towards healthy, natural food products, the
demand for non-carbonated soft drinks is accelerating. In the face of increasing competition,
companies are redesigning the packages that they offer their products in. At the same time,
safety, long shelf life, convenience and economic viability are important considerations while
choosing packaging options. What are the international trends in the packaging of fruit juices?
Can any of these trends be replicated in India? Internationally, a variety of packaging formats are
being used for packaging fruit juices. One of the most popular is aseptic cartons. This is also the
most popular format in the organised juice market in India accounting for over 60 per cent of the
market. The recent entry of Mother Dairy into this segment points to the growing popularity of
this packaging format. More than anything else the entire aseptic processing and packaging
system ensures the availability of nutritious products in safe and hygienic formats, which are also

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convenient to use. A look at any market in Asia will show how aseptic packaging is growing in

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Maslows Hierarchy of need and Consumer Behavior

Source :-\

Author :- Sidharth Bhardwaj and some personal inputs.

In 1990s Mobile phone in hand was a sign of prosperity and now in 2009 its the need of every
body.Same is the case for Mineral Water. A consumer is attached with a brand or new innovate
product for self actualization as the time passes and the product moves towards its generic
behavior the needs of consumer shift to basic requirement.

The point here is that as the need of a product moves in the hierarchy so the respective brands. A
brand moves with time from top level (self actualization) to lowest level (basic needs) of
Maslows hierarchy. There might be many factors that affect the movement from top level to the
basic level. To quote a few; Company pricing strategy, competitors in industry, distribution,
disposable income of consumers and life style.

Bharti Del Monte being a new product and high on price fall somewhere on esteem needs, now it
will depend on companys strategies like pricing and promotion that on which step of Maslow.s
hierarchy of need the product moves.

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Analysis of Primary Data
Factor Analysis
Perceptual map of influence of different factors on consumption of Bharti Del Monte fruit

Rotated Component Matrix

Fun Mental Relaxati Social
Act as refreshment 0.834729 -0.05845 0.055079 0.022724
Provide Enjoyment 0.773987 -0.14638 0.126671 0.128194
Very Hygenic 0.607891 0.416875 -0.0417 -0.50897
Provide Energy 0.579799 0.126716 0.496551 -0.3508
Reflect Attitude -0.06502 0.894906 -0.04521 0.258625
Looks Trendy -0.04475 0.877222 0.105881 -0.17895
Relaxes Mentally -0.0505 0.096946 0.859536 0.289076
Satisfies Thirst 0.270624 -0.06894 0.714124 -0.26117
Social Occasion 0.088836 0.078917 -0.00019 0.895982
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser
a. Rotation converged in 5 iterations.

Reasons influencing consumption of Bharti Del Monte Fruit Drink identified after Factor
Analysis are as under:

1. Fun Aspect
I. Act as refreshment
II. Provide Enjoyment
III. Very Hygienic

2. Mental Makeup
I. Reflects Attitude
II. Looks trendy

I. Relaxes mentally
II. Satisfies Thirst

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4. Social Aspect
I. Social Occasion

The attributes which do not have an influence on consumption of Bharti Del Monte fruit
drink :

Provide Energy

The perceptual maps show the mapping of different attributes in the minds of the
customers and the association between them. The data was reduced from many attributes
to 4 factors that have similar attributes.

The top 3 attributes identified are :

1. Reflects Attitude- 0.8949

2. Social Occasion- 0.8959
3. Trendy - 0.8772

These attributes shows that Bharti Del Monte fruit drink is placed in consumers mind
as a product which reflect their personality aspects, i.e., attitude and trendiness and to
show the same their consumption increase in Social Occasion making it the highest
valued aspect.

The reasons behind above result may be the uniqueness of the product in form of canned
fruit drink and the high price which gives an unique value preposition to customer as
reflection of high and informed social status.

One very interesting inference from factor analysis is that people accepts Bharti
Delmonte as a fun drink, while in general fruit drinks and juices are consumed for health

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Factor Analysis of importance of factors for purchasing fruit drink

Rotated Component Matrix

Promotion Product
Feature Quality
Taste 0.02826189 0.023243082 0.890045
No. of Flavors 0.45087549 0.436307997 0.496423
Appearance of packet 0.397461708 0.621145218 0.171604
- 0.6331454
Expiry & Manufacturing Date 0.330456377
Nutritional Value -0.3961494 0.759113312 -0.042962
- 0.213163
Small Consumption Unit 0.069739389
Frequency of Advertisement 0.858324997 0.028198131 -0.031989
Brand Ambassador 0.796898194 -0.161368767 -0.002585
Promotional Schemes 0.753993668 0.004051465 -0.096114
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 5 iterations.

The Factors recognized after the Factor Analysis are as under :

Factor 1: Promotion

I. Frequency of Advertisement
II. Brand Ambassador
III. Promotional Schemes

Factor 2: Product Feature

I. Small Consumption Unit Available

II. Nutritional Value
III. Appearance of Packet

Factor 3: Quality

I. Taste
II. Expiring and Manufacturing Date

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Attributes which are not important

Number of Flavours

Promotion factor have highest rated attributes like

1. Frequency of advertisement- o.858

The reason behind such high loading on this factor may be the recall value ,as high frequency of
advertisement put the product on top of mind of customer when it comes to recall, so customer
ask for the product which can be recalled quickly.

2. Brand ambassador- 0.796

Brand ambassador is a person or character who have a distinct image in society, customer
associate the brand with it and also try to identify themselves with characteristics of ambassador.

If we look at major fruit juice brands like Dabur, Tropicana, etc we find that there are no brand
ambassadors , but coming to the drinks which are projected as fun drinks , we find that almost all
well placed brands have an ambassador ( slice- Katrina Kaif , Minute Maid Pulpy Orange-
Nikhil Chinnapa, Fanta Apple- Genelia D souza etc) and as we have seen in previous analysis
that consumer are accepting Bharti Del Monte drink as fun drink so brand ambassador as high
preference attribute is a correct choice.

3. Promotional Schemes- 0.753

Promotional schemes have role in attracting customers attention at point of purchase and help
consumer in making buying decision so it have high loading on it.

Product Feature

1. Small consumption Unit- 0.7919

The attribute small consumption unit reflect that people buy fruit drink for one time
consumption. Also smaller SKUs are easy to handle.

The trend is exactly opposite when we take into consideration institutional buyers like Hotel,
Restaurant and Caterers. During my personal sales call at Hotels and Restaurants I found that
these people are more interested in buying higher quantity , as it comes out to be cheaper option,
also it is easy to handle while serving in glass and since drinks are served in glass and not in
company pack it is easy to price it according to their own convenience.

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2. Appearance of packet- 0.622

The appearance of packet displays the personality of product and help product to get noticed
between other brand products at point of purchase, hence developing favorability in mind of

3. Nutritional Value- 0.759

High loading on attribute Nutritional value reflects that Indian consumer has become highly
aware and highly nutrition conscious.


Promotion and appearance of packet may attract consumer for one time consumption but the
quality of product provides a good experience to consumer and makes sure that repurchase

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Correlation coefficient (r)
There is significance correlation between price to quality satisfaction and preference for
following brands.

1.Pulpy Orange r = 0.87

2.Frooti r = 0.82

3. Appy r = 0.82

4. Delmonte r = 0.76

We find that Parle Agros products i,e. Frooti and Appy have very high correlation coefficient, it
shows that consumer preference have developed mainly due to quality of the product and other
factors like brand and advertisement does not play very significant role.

It is justified as Parle promotion strategy is not very aggressive and also they dont highlight
brand Parle when it comes to fruit drink.

Delmonte being new to market consumers have developed liking for the product only after
tasting the product on basis of quality.

There is very less correlation between price to quality satisfaction and preference for
following brands.

Mazza- r = 0.45

Real r = 0.55

Tropicana r = 0.56

We find the some of the brands with biggest market share have low correlation between price to
quality satisfaction and preference , this may be due to the reason that other factors like brand
value and promotional schemes have higher role to play for developing preference in case of
above brands.

The table obtained from SPSS is provided in annexure

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Type of packaging preferred in different quantities category

The most preferred packaging in different Quantity category are :

1. 200-250 ml

The most preferred in 200-250ml category is Can pack, so Bharti Del Montes drinks packaging
complies with peoples preference. Next preferred is Tetra pack and least preferred is Bottle pack
in this category.

Since tetra pack is easy to carry and is easy to dispose people prefer it more when product is
being used for one time consumption.

2. 300-5000 ml

In this category most preferred packaging is Bottle packaging.

Since quantity is more and generally consume it in two or three time and carry it back home so
bottle is more safer option

3. 500ml- 1ltr

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In this category most preferred packaging is Tetra pack.

The 1 liter packs take around two to three days in consumption so consumer want a better
packing where quality can be sustained for long so preference of tetra pack is high.

4. More than 1ltr

Most preferred packaging is Bottle pack.

This quantity is generally used by hotels and restaurants where consumption is fast so shelf life is
not an issue, the main concerned is safety from spills and other damage related wastage so bottle
is preferred more.

Preferred Channel for buying fruit drink

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The most preffered channel identified by both male and female is Retail/Grocery shop .
Ther second most preferred channel is super market / hypr market.
Others come as third most preferred option and it mainly consist of institutional buyers

Gender * Reason Crosstabulation



Display/Mer Location/ f( metro

Ambience chandising Nearness Pricing Reputation Service ) Total

Gender 10 0 0 0 0 0 0 0 10

Female 0 2 0 10 12 0 0 0 24

Male 0 3 1 8 3 1 8 1 25

Total 10 5 1 18 15 1 8 1 59

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Reason for selecting particular channel
The above chart shows that , females selected retail/grocery store as most
preferred channel folloeed by super markets , reason behind selecting these
channel comes out to be Location (8) and Pricing(11).
The inference comes out to be that females are more price convenience sensitive.

Males prefer Retail grocery stores and Panshop kiosks as they are mostly outside
on field so most accessible option for them are these two, the reason for their
decision so comes out to be location.

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Others are found to be third preferred option in previous graph which include
distributor and dealers, this is a response given mostly by purchase mangers of
institutions .The reason for selecting this channel is found to be services as they
are most concerned with delivery time taken and credit period provided.

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Preferred place of viewing advertisement

The highest prefferd channel by consumers of Bharti Del Monte for advertisement
is T.V/ Radio.It is most convenient and effective channel of communication for
the company as it have both audio-visual effect,which creates a long term impact
on consumers mind give product a high recall value. This option very costly.

T.V/Radio is followed by Newspaper/Magazines .This channel is most convenient

for consumer in terms of viewing as consumer can seek information when he
wants, also due to alternative uses viewer comes time and again in contact with
This option is most far reached and provides high return on investment for the
The third most preferred place of advertisement is found to be Hoarding/Banners.
This channel is most effective in creating an impact on consumers mind when
they are commuting. Hoarding/Banners if not placed on strategical location may
be a waste of money for the company.
The word of mouth or buzz marketing is also ranked third along with hoardings. It
is a most effective channel in making a customer buying the product, as the
information about the product is conveyed through trusted allies of customers.
Bharti Del Monte has already initiated the process of buzz marketing by
conducting free product tasting sessions at various standalone super markets and

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clubs like R.S.I, so that people can have an actual experience of product and can
spread it through word of mouth.

Schemes preferred:

The top priority of customer is Special offers/Bonus packs followed by Free gifts/Bonus
packs. The reason behind this may be that product is Fast Moving Consumer Good which
is very frequently consumed and have low loyalty and consumers are frequent switchers,
so on place of going for long term benefits like loyalty rewards and contest consumers
want something which can give them assured added value for their money

Fruit juice is not an time where if product is defected it can repaired, any aberration in
product just makes it inconsumable so customers also want money back or exchange so
that their money do not go in vain.

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Tinned fruit usage by different restaurants in Bangalore

The most consumed tinned product by restaurants are Sweet Corn followed by Litchi,
then comes Cherries followed by pineapple next in line comes baby corn, then peaches
and mango.

The reason for above seen trend may be due to the seasonality of fruits. Also as we know
southern region soil is not very good for sweet corn and litchis so fresh fruit option are
not available.

The Bakery concentration is very high in Bangalore infact Bangalore can be regarded as
Bakery capital of India, and cherries are very fast moving items in Bakery products so
consumption of it is very high.

Restaurant wise consumption list has been provided in Annexure.

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The results of the report unequivocally show that factors like Fun, Mental makeup,
Relaxation and Social occasion influence the peoples consumption of Bharti Del Monte
fruit drink while energy content of drink have no influence on consumption.Purchase of a
fruit drink is mainly affected by factors like Promotions ,Product features and Quality of
the product while number of flavours have no effect.

The most preferred packaging in 200-250ml category is Can pack , in 300-500 ml bottle
is proffered most, for 500-1litre can pack is again most preferred and more than 1 litre
packs are preferred in bottle.

A high positive correlation is found between preference and price to quality satisfaction
for still drinks like Appy, Pulpy Orange, Del Monte and Frooti while same is very low for
juices like Real, Tropicana.

Respondents have identified Retail/Grocery stores as most preferred option for

purchasing fruit drink followed by Super markets. Female respondents were more price
sensitive for choosing particular channel followed by location while for males highest
valued reason was location. Institutional buyers identified distributors as most proffered
channel and their top most priority was service.

Consumers of Bharti Del Monte fruit drink identified T.V/Radio as most preferred place
of viewing advertisement followed by newspaper/Magazines third in ranking came
Hoardings/ and Word of Mouth.

Consumers are very money conscious in this recession and want something extra from
every penny spend so when it comes to promotional schemes The top priority of
customer is Special offers/Bonus packs followed by Free gifts.

The most consumed tinned product by restaurants in Bangalore are Sweet Corn followed
by Litchi, then comes Cherries followed by pineapple next in line comes baby corn, then
peaches and mango.

Recommendations to the company

Advertisement targeting psychographic factors of consumer-It is evident in analysis
that factor mental makeup have a very high influence on consumption of fruit drink, it

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have attributes Trendiness and reflects my attitude which are highest loaded of all
attributes. While designing its communication programBharti DelMonte should highlight
these feature. The advertisement campaign should be something like Mountains dew s
Darr ke baaad jeet hai where they project that mountain dew drinker have different
attitude than other cold drink drinkers.
Campaign tagline may be something like Young India, Younger drink.
Smaller pack at lower cost for targeting school and college students- During my visit
to different colleges and schools for making sales call, I found that even though people
liked the product they were apprehensive about keeping the product due to pricing as
students are not able to pay such a higher price. Therefore company should come with a
smaller pack of 200ml in tetra pack which will reduce the cost for company in turn
company can reduce its price may be to 15 Rupee.
It may appear as a loss for company in initial periods but looking at long term
prospective it is beneficial for company as this segment is ever growing with birth rate of
6.7 births/1000(Source-
factbook/print/in.html ) so this segment need to be aggressively tapped, also these
students if develop liking for the product now will become a loyal customer for company
when they will start earning.
Introducing market need based products- The company should research about the
needs of different market and accordingly introduce products rather than simply
introducing products from its existing products outside country. Taking examples from
Data provided in analysis about consumption of different packged fruits in restaurentsin
Bangalore, its evident that demand for Lithci and cherries are very high rather than
peaches which company is currently introducing similarly demand for packaged
pineapple slices may be very high in north as the fresh pineapple availability is low there.
Improve distribution channel- While doing my project with company, I have observed
that distributors are delaying deliveries for long time as order coming are small due to
which some orders getting cancelled, so company should tackle this problem else
companies image will get tarnished as it is very evident in analysis that institutional
buyers are most sensitive to service.

A probable solution can be giving small incentives to distributor who provide best service
on monthly basis.

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Tables of correlation

1. Delmonte
Model Summary and Parameter Estimates

Dependent Variable:Pdel

Model Summary Parameter Estimates

Equation R Square F df1 df2 Sig. Constant b1

Linear .588 62.882 1 44 .000 1.773 .765

The independent variable is Pqdel.

2. Tropicana
Model Summary and Parameter Estimates

Dependent Variable:Ptrp

Model Summary Parameter Estimates

Equation R Square F df1 df2 Sig. Constant b1

Linear .317 20.377 1 44 .000 3.865 .495

The independent variable is Pqtrp.

3. Real

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4. Pulpy Orange

Model Summary and Parameter Estimates

Dependent Variable:Ppulp

Model Summary Parameter Estimates

Equation R Square F df1 df2 Sig. Constant b1

Linear .766 143.956 1 44 .000 .326 .961

The independent variable is Pqplp.

5. Slice
Model Summary and Parameter Estimates

Dependent Variable:Pslice

Model Summary Parameter Estimates

Equation R Square F df1 df2 Sig. Constant b1

Linear .431 33.359 1 44 .000 1.009 .692

The independent variable is Pqslice.

6. Mazza

Model Summary and Parameter Estimates

Dependent Variable:Pmazza

Model Summary Parameter Estimates

Equation R Square F df1 df2 Sig. Constant b1

Linear .205 11.360 1 44 .002 2.067 .488

The independent variable is Pqmazza.

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Model Summary and Parameter Estimates

Dependent Variable:Pappy

Model Summary Parameter Estimates

Equation R Square F df1 df2 Sig. Constant b1

Linear .675 91.588 1 44 .000 .766 .892

The independent variable is Pqappy.

Model Summary and Parameter Estimates

Dependent Variable:Ptws

Model Summary Parameter Estimates

Equation R Square F df1 df2 Sig. Constant b1

Linear .333 22.002 1 44 .000 .995 .784

The independent variable is Pqtwst.

Model Summary and Parameter Estimates

Dependent Variable:Pfroot

Model Summary Parameter Estimates

Equation R Square F df1 df2 Sig. Constant b1

Linear .686 96.320 1 44 .000 .432 .982

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List of restaurants and their consumption of processed fruit

Page 51 of 56

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Gender - M / F Locality _____________
Age ________________ Area ______________

1) For whom do you buy fruit drink?

a. Myself
b. Family
c. Social purpose
d. Institution

2) Average number of time you buy fruit drink in a week?

a. 1-2 times a week
b. 2-5 times a week
c. More than 5 times a week
d. Rarely

3) What quantity generally do you prefer to buy?

Can Pack Tetra Pack Bottle

200-250 ml

500-1 Ltr

More than 1Ltr

4)Where would you like to see the advertisement of fruit drink Bharti Delmonte?
a. Hoarding Banners
b. Newspaper and Magazines
c. T.V/Radio
d. Word of Mouth
e. Others(please mention)

5) Rate following on scale of 1-10 drinks on basis of preference and price to quality satisfaction.

DRINK PREFERNCE price to quality satisfaction



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Pulpy Orange






6) Do following reasons influence your decision on consumption of Bharti Delmonte fruit drink.?
Rate on scale of 1-10.
1 2 3 4 5 6 7 8 9 10

Social Occasion

Act as Refreshment

Provide Enjoyment

Very Hygenic

Provide Energy

Satisfies Thirst

Relaxes mentally

Looks trendy

Reflects attitude

7) Which is your preferred channel for buying fruit drink?

a. Retail/Grocery stores
b. Supermarket/Hypermarket
c. Cineplex
d. Restaurants/ Pub
e. Panshop Kiosks
f. Others(please mention)
8) Which is the most important reason for selecting particular channel.
a. Pricing
b. Ambience

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c. Location/Nearness
d. Service
e. Display/ Merchandising
f. Reputation
g. Others(please mention).
9) How important are the following factors for purchasing fruit drink? Rate on scale of 1-10.
1 2 3 4 5 6 7 8 9 10


No. of Flavours

Appearance of Packet

Expiring & Manufacturing date

Nutritional Value

Small consumption Unit

Frequency of Advertisement

Brand Ambassador

Promotional scheme

10)If the scheme is incorporated at the same price , will you suggest this product to others.
a. Yes. To whom ________________
b. No
11) What schemes you look forward to while buying fruit drink.
a. Discounts/Coupons
b. Special offers/Bonus packs
c. Free gifts (Premiums)
d. Money back/Exchange
e. Contests
f. Loyalty rewards
g. POP displays

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Websites of various FMCG firms .For example

Websites like-\09

Research books and marketing books. For example

--Marketing management by Philip Kotler.

--Statistical tools by Levin and Rubin etc
--BRM book by Naresh Malohtra

Newspapers, weekly magazines, journals as well as various television shows

Havard Buisness Review,April 2008

Business standard

Business today.

Economic Times

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