Why do customer purchase soft drink?

From the below graph we can infer that main reasons to buy a soft drink
 Most of customer are buying soft drink for taste.
 a large chunk of consumers are buying soft drinks for both nutritional value and taste.
 There are good amount customers looking for nutritional values in soft drinks while
buying
Insights we have.
There is huge chunk of customers who looking for nutritional values in soft drink because
of increase in health consciousness.
When Customers who are regularly indulge in physical activities are buying soft drinks for its
nutritional value.

Taste of soft drink is most important criteria for customers.so at end we can say “Taste Matters
Most”

stages in the purchase processes

We can infer from the above graph that for most of customer i.e. 70 percent soft drink is
impulse or habitual buying and they do not follow extended problem solving method for
buying soft drinks .

An impulse purchase is an unplanned purchase decision taken just before a purchase of a item
or service.

Habitual Buying Behaviour relates to circumstances where a customer has poor participation
in a buy and perceives very few important variations in a specified product category between
products. This situation fits in with so many products. Most of them use products and goods
on a daily basis.

For remaining 30% customer they follow extended problem solving.

Step:1Need Recognition: Recognition of the need arises when a customer determines precisely
their requirements. Consumers may feel like something is lacking and need to tackle this
problem to fill the gap. When companies can determine when their target market begins to
develop these requirements or wants, they can take advantage of the perfect chance to advertise
their products. Consumer buy soft drink for the following reason

Step:2 Information Search

In the customer decision process, the data search phase tends to alter continuously as customers
demand more and more data about products that can meet their requirements. Information can
also be acquired from individuals with prior experience with products through suggestions.
Consumers tend to regard risk management at this stage and draw up a list of the characteristics
of required product. This is done because most people don't want to regret their choice to
purchase. Information for products and services can be acquired through a variety of sources
such as:
 commercial sources: ads, promotional campaigns, marketing individuals or product
packaging.
 Personal sources: The demands are discussed with family and friends who gave
suggestions for the item.
 Public sources: radio, journals and newspapers.
 Experiential sources: a customer's own knowledge of using a specific brand
Step 3: Alternative Evaluation: This stage includes assessing the various options accessible on
the market along with the lifecycle of the item. Once the client has determined what can meet
their needs, they will begin to search for the best accessible alternative. This assessment can be
focused on various variables such as quality, cost or any other factor that is essential to clients.

From the above graphs we can infer that customer uses different criterion while evaluating
alternatives likes brand, taste, nutritional value, price.
Step 4: Purchase: Once customer valuate all alternatives on the basis above mentioned criteria.
Customer buy the product which offer best value proposition to them.
Step 5: Post Purchase dissonance: Post Purchase Dissonance is when the state of mind of the
customer is rather uncomfortable after purchasing the brand's product or service. It will
discussed in more detail in below.

PATANJALI ANNUAL REVENUE REPORT

Patanjali Ayurveda disrupted the Indian fast-moving consumer goods (FMCG) sector with
nature-based products in various categories to challenge the dominance of companies such as
Hindustan Unilever in the past three-four years. This forced rivals, particularly multinationals,
to reorganize their portfolios to introduce matching products at similar price points in an
attempt to regain their market rankings. The homegrown upstart has been most successful in
staples such as ghee, flour, ayurvedic health supplements, toothpaste, edible oil and condiments but
less so in noodles, biscuits, personal care, chocolates and juices.
Recent slow down

Due to decreasing revenues in the last two financial years, the Haridwar-based business was
struggling and also bore the brunt of piling up stocks and expired item inventory in the last
fiscal period. While the majority of FMCG companies witnessed a slowdown in sales in the
last quarter, Patanjali recorded lower sales for two years and even decreased revenues in FY18
by 10 percent compared to FY18.

Chart Title
FY2014 FY2015 FY2016 FY2017 FY2018

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Annual Revenue Report

Advertising and Marketing expense

Think big, do big. Patanjali stood by this axiom in every way feasible, whether it was
product portfolio, brand building, advertising, income objectives or just the rhetoric of Baba
Ramdev. What is surprising, however, is that behind the company's ongoing and high-decibel
marketing campaign is a modest and lesser-known agencies Vermillion Communication and
Combined Advertising. Patanjali is planning to add various other media tools, which were
not being used earlier, to make it a 360-degree communication. It will focus on digital and
social media, outdoor and research.
 Chart Title
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500

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300

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100

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Annual Marketing and
Communication Expenses

2015 2016 2017 2018