“A STUDY ON CUSTOMER SATISFACTION`

TOWARDS HEALTH DRINKS”

Project Report submitted to
UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

“BACHELOR OF COMMERCE
Submitted by
ATHIRA MENON
(CCASBCM087)

Under the supervision of

Mrs. SANDHYA V

DEPARTMENT OF COMMERCE
CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA
MARCH 2021
 CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA
CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE
CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS HEALTH DRINKS” is a bonafide record of
project done by ATHIRA MENON, Reg.No. CCASBCM087, under my guidance
and supervision in partial fulfillment of the requirement for the award of the
degree of BACHELOR OF COMMERCE and it has not previously formed the
basis for any Degree, Diploma and Associate ship or Fellowship.

Prof. K J JOSEPH Mrs. SANDHYA V

Co-ordinator Project Guide

 DECLARATION

I, ATHIRA MENON, hereby declare that the project work entitled “A

STUDY ON CUSTOMER SATISFACTION TOWARDS HEALTH DRINKS” is
a record of independent and bonafide project work carried out by me under the
supervision and guidance of Mrs. Sandhya V, Assistant Professor, Department of
Commerce, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associate ship or other similar title of any other university or
institute.

Place: Irinjalakuda Athira Menon

Date: CCASBCM087
 ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all people
who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose divine
guidance; I have been able to complete this work successfully.

I would like to express my sincere obligation to Rev. Dr. Jolly Andrews, Principal-
in-Charge, Christ College Irinjalakuda for providing various facilities.

I am thankful to Prof. K J Joseph, Co-ordinator of B.Com (Finance), for providing

proper help and encouragement in the preparation of this report.

I am thankful to Mr. Lipin Raj K, Class teacher for his cordial support, valuable
information and guidance, which helped me in completing this task through
various stages.

I express my sincere gratitude to Mrs. Sandhya V, Assistant Professor, whose

guidance and support throughout the training period helped me to complete this
work successfully.

I would like to express my gratitude to all the faculties of the Department for their
interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my college
for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.
 TABLES OF CONTENTS

SL. NO CONTENTS PAGE NO:

LIST OF TABLES
LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1-4

CHAPTER 2 REVIEW OF 5-9

LITERATURE
CHAPTER 3 INDUSTRY PROFILES 10-14

CHAPTER 4 DATA ANALYSIS AND 15-41

INTERPRETATION
CHAPTER 5 FINDINGS, 42-44
SUGGESTIONS &
CONCLUSION
BIBLIOGRAPHY

APPENDIX
 LIST OF TABLES
TABLE NO: TITLE PAGE
NO:
4.1 Table showing gender of the respondents 15

4.2 Table showing age group of the respondent 16

4.3 Table showing monthly income of the family 17

4.4 Table showing currently consuming health drink 18

4.5 Table showing frequency of consuming health drinks 19

4.6 Table showing frequency of purchase of health drinks 20

4.7 Table showing quantity of purchase of health drinks 21

4.8 Table showing opinions of the respondents on sachet packs 22

increasing the popularity and sales of health drinks

4.9 Table showing preferences on temperature of health drinks 23

while consuming

4.10 Table showing sources of information about the health 24

drinks

4.11 Table showing duration of taking health drink 25

4.12 Table showing mostly preferred brand among the 26

respondents

4.13 Table showing factors influencing the buying behavior of 27

respondents

4.14 Table showing respondents preferring health drinks over tea 28

and coffee

4.15 Table showing opinions of the respondents about health 29

drink being a suitable substitute for tea/coffee

4.16 Table showing respondents switching over brands 30

4.16(a) Table showing frequency of switching over brands 31

4.16(b) Table showing respondents who switch if there is a better 32

option in the market

4.17 Table showing opinions of the respondents on the promises 33

made in advertisements and promotions

4.18 Table showing availability of health drink brands in the 34

selected area

4.19 Table showing nutritional benefits attained from consuming 35

health drinks

4.20 Table showing level of satisfaction among respondents with 36

the various factors of the health drinks

4.21 Table showing satisfaction of the respondents with the 37

currently consuming brand

4.22 Table showing respondent’s expectation of improvements 38

from the currently consuming brand

4.23 Table showing relation of the age group with the preferences 40
and choices of the health drinks among respondents
 LIST OF FIGURES
FIGURE NO: TITLE PAGE
NO:
4.1 Figure showing gender of the respondents 15

4.2 Figure showing age group of the respondent 16

4.3 Figure showing monthly income of the family 17

4.4 Figure showing currently consuming health drink 18

4.5 Figure showing frequency of consuming health drinks 19

4.6 Figure showing frequency of purchase of health drinks 20

4.7 Figure showing quantity of purchase of health drinks 21

4.8 Figure showing opinions of the respondents on sachet packs 22

increasing the popularity and sales of health drinks

4.9 Figure showing preferences on temperature of health drinks 23

while consuming

4.10 Figure showing sources of information about the health 24

drinks

4.11 Figure showing duration of taking health drink 25

4.12 Figure showing mostly preferred brand among the 26

respondents

4.13 Figure showing factors influencing the buying behavior of 27

respondents

4.14 Figure showing respondents preferring health drinks over 28

tea and coffee

4.15 Figure showing opinions of the respondents about health 29

drink being a suitable substitute for tea/coffee

4.16 Figure showing respondents switching over brands 30

4.16(a) Figure showing frequency of switching over brands 31

4.16(b) Figure showing respondents who switch if there is a better 32

option in the market
4.17 Figure showing opinions of the respondents on the promises 33
made in advertisements and promotions

4.18 Figure showing availability of health drink brands in the 34

selected area

4.19 Figure showing nutritional benefits attained from consuming 35

health drinks

4.21 Figure showing satisfaction of the respondents with the 37

currently consuming brand

4.22 Figure showing respondent’s expectation of improvements 39

from the currently consuming brand

4.23 Figure showing relation of the age group with the 41

preferences and choices of the health drinks among
respondents
 CHAPTER 1:
INTRODUCTION
1.1 Introduction

Customer is always the king in modern market world. Consumer behavior and
attitude helps to determine effective techniques and strategies by the marketer for the
greater competition advantage in the market. The consumer behavior pattern is
continuously changing and largely unpredictable. They are affected by the trends and
other various factors in the market. ‘Yesterday’s luxuries are today’s necessaries’ for
customers. A consumer preference explains how a consumer ranks a collection of
goods or services or prefers one over another. This definition assumes that consumer
rank goods or services by the amount of satisfaction or utility.

The modern competitive world makes it a necessary for people to do hard work both
mentally and physically to survive successfully and hence, they require more energy
and stamina. This can only be attained through good health. Proper and sufficient
nutrients are essential for good health. But with the busy world, people tend to look
forward for more convenient and flexible way of getting healthy and fit. This made
way for food supplements and health drinks.
In current scenario, where the competition is tough, consumer chooses brands
according to their pleasure. The company can achieve and compete in the market
only when they satisfy the needs and demands of the customer by taking into
account their reason for brand preference. Thus, study on brand preference becomes
necessary. The purchase decision largely depends upon taste, quality, quantity etc.
This study examines the key attitude of buying and branding perception. The
primary data is collected through questionnaire.

1.2 Statement of the problem

In the recent years manufactures producing health drinks are playing an important
role in fulfilling the needs of the customers. Many new companies have emerged as
the manufactures with new brands such as Horlicks, Boost, Bourn vita, Complan,
Malto, Viva, Milo, and Maltova etc. The health drink consumption has shown a
steady increase in the chart.

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The consumer needs are changing as per the current market scenario. Goods are
purchased for the purpose of consumption with satisfaction. A product’s marketing
and sales depend on the foundation of the consumer preference. The aim is to meet
and satisfy consumer needs and wants, perceptions, preferences and buying
behavior. But understanding a consumer behavior is not simple. Consumer may state
their needs and wants but act otherwise.
Consumer’s preference varies from brand to brand on the basis of quality, price,
advertisement etc. Mainly, four health drinks are available in the studied area. The
study covers those four, which are; Horlicks, Boost, Bourn vita and Complan. This
research work has been carried out to know which of these are consumed most in the
selected area and the factors affecting the consumer preferences.
1.3 Scope of Study
The scope of the study is to find out the consumer preference and brand loyalty in
health drinks among people in Vellookara grama Panchayath in Irinjalakuda. It also
gives scope to find out the problems and limitations faced by the health drink
industries and to give out valuable suggestions.

1.4 Significance of Study

The relevance of the study of consumer satisfaction in a market is that it helps to

solve the basic problems of the consumer. Each consumer is an individual whose
needs and preferences are different from each other. And hence, they will only buy
those products and services that satisfy their desires. Thus, there is a greater need for
the firms to understand the latest consumer needs and innovate accordingly. Also a
study of consumer of satisfaction is significant for regulating the consumption of
goods and thereby maintaining economic stability.

This study develops a model of consumer preference in the health drink industry,
thereby making a significant contribution to both marketing theory and practices.
This study expects to assist in the understanding of practices in health drinks
requiring urgent and sustained managerial attention. This study intends to focus on
customer’s behavioral intention in order to deeply understand which factor affect the
consumer intensions in purchasing a health drink brand.

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1.5 Objectives of Study
1. To find out the most preferred health drink in the selected area.
2. To find out the age groups of the people consuming major brands.
3. To analyze the influencing factor and brand preference by the
respondents.
1.6 Research Design
The research design is descriptive in nature. It is descriptive because it describes
the consumer preference and brand loyalty in health drinks.
1.6.1 Nature of Study
This study is conducted in descriptive nature.
1.6.2 Nature of Data
Both primary and secondary data are included.
1.6.3 Sources of Data
Primary data is collected through survey using questionnaire. The questionnaire
consisted of number of questions which would indicate customer preference
regarding brand, frequency of purchase, satisfaction level etc. Secondary data is
collected from journals and various other published data.
1.7 Sample Design
1.7.1 Nature of population
Residents of vellookara village are selected for the study.
1.7.2 Sample Unit
The sample unit is vellookara Panchayath in Irinjalakuda.
1.7.3 Method of sampling
The sample technique used in the research is convenience sampling method.
1.7.4 Sample size
The sample size selected is 60.
1.8 Tools used for analysis
The tool used for analysis is percentage analysis and weighted average method.

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 1.9 Limitations
• The area of the study is in Vellookara Panchayath only; hence it may not
represent the whole population.
• Study was based on 60 samples only. Thus the result may not represent
diverse population.
• There is a chance of bias of information from the respondents.

1.10Chapterisation

The study is divided into five chapters. They are,

Chapter 1: Introduction

It includes Introduction, scope of study, objectives of the study, research design,

Source of data, nature of data, sample design and limitations of study.

Chapter 2: Review of literature

It includes conceptual and empirical framework of the study.

Chapter 3: Industry profile

It contains the details of the Industry related to health drinks.

Chapter 4: Data analysis and interpretation

It deals with analysis of collected data using appropriate tools.

Chapter 5: Findings, suggestions and conclusion of the study

It includes findings, suggestions and conclusion of the study.

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 CHAPTER 2
REVIEW OF LITERATURE
2.1 Conceptual Framework

The existence of many companies on the market is conditioned with a number of satisfied
customers. Customers are the key factor of the existence and company development on
the market. It is obvious then, that firms, which want to face the competition, need to
provide valuable and unique terms to their customers that will satisfy their needs. This
satisfaction includes not only the feelings associated with the purchasing process, but also
the atmosphere before and after the execution of purchases. If the company brings itself
closer for clients, it easier fulfills their needs and desires for in a long period of time.
Therefore, a crucial factor of building a long-term success of the company is ongoing
satisfying client’s needs. Customer satisfaction is often associated with the customer
gratification. Products or services, that are a source of satisfaction, provide the desirable
value to their customers, at least in a sufficient degree. The degree of satisfaction reflects
the gap between the customer’s vision of the expected product, and the customer’s
perception of the delivered product”. All decisions, made by the consumer, are affected
by many factors, including economic ones, such as: incomes, price, savings, loans, the
impact of marketing instruments, and non-economic factors, such as: demographic,
social or psychological ones. Recognizing and satisfying customer’s needs,
expectations, preferences and behavior is not easy and knowing it does not guarantee
success on the market. Consumers, who make a purchase of a certain good, usually have
already clarified requirements referring to its quality, purpose or use. They do not pay for
the product in a physical sense, but they pay for value or what they expect from the
product. The consumer need means demand for specific goods and services. According to
Paul Farris customer satisfaction is “the number of customers or percentage of total
customers, whose reported experience with a firm, its products, or its services exceeds
specified satisfaction goals”. Consumers have limited resources, so they choose the
products which provide good value for money. The basis of the customers’ choice is
perceived by its value, which specific products or services are able to deliver. Value plays
a very important role in customers’ decision making. Having a choice between several
offers, they decide on the products or services which value is perceived as the highest.
Customers do not evaluate the product value and cost in an objective manner, but only as

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perceived value. The valuation of the goods delivered to the customer is a challenge for
today’s manufacturers.

Consumer

Marketing has always thought of the consumer in terms of who buys what, for what
purpose, at what price, where etc. The term consumer is often used to describe two
different kinds of consuming entities - (i) Personal Consumer and (ii) The Organizational
Consumer.

The individual consumer buys goods and services for his or her own use, and so he or she
is referred to as “end user” or “ultimate consumer”. End use consumption is the most
pervasive of all types of consumer behavior, for it involves every individual, of every age
and background, in the role of either buyer or user or both.

The second category of consumer, the organizational consumer, encompasses for profits
and not for profit businesses, government agencies (local, state and national), and
institutions (e.g. schools, hospitals, prisons), all of which must buy products, equipment
and services in order to run their organizations.

Consumer behavior

The term ‘consumer behavior’ refers to the behavior that consumers display in searching
for, purchasing, using, evaluating, and disposing of products and services that they expect
will satisfy their needs. The study of consumer behavior is the study of how individuals
make decisions to spend their available resources (time, money, efforts) on consumption
related items. It includes the study of what they buy, why they buy it, when they buy it,
where they buy it, how often they buy it and how often they use it.

Brand

Brand is name, term, symbol, mark or design or a combination of them which is intended
to identify goods or services of one seller or a group of sellers and to differentiate them
from those of competitors. Brand occupies space in the perception of the consumer, and
is what results from the totality of what the consumer takes into consideration before

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making a purchase decision (Pickton and Broderick 2001).” A brand is an identity that
includes all sorts of components; depending on the brand. A brand is an image where the
consumer perceives a brand as representing a particular reality. A brand is a relationship
where the consumer reflects upon him or herself through the experience of consuming a
product or service.

Branding

Branding is a strategy that is used by marketers. Branding means giving a name to the
product by which it should become known and familiar among the public. Pickton and
Broderick (2001) describe branding as “Strategy to differentiate products and companies,
and to build economic value for both the consumer and the brand owner. Branding is a
strategy, and brand is what has meaning to the consumer.

Advantages of branding:

➢ It enables the manufacturer to distinguish his products from that of his

competitors.
➢ It enables producers to popularize the product easily.
➢ It facilitates introduction of new products.
➢ It creates brand loyalty.
➢ It helps the consumers to evaluate the quality of the products.
➢ It helps in preventing adulteration of goods by middlemen.
➢ It helps in maintain the individuality of the product.

Disadvantages of branding:

➢ Branding imposes huge responsibility for maintaining consistent quality and

delivering value satisfaction.
➢ If the quality deteriorates due to large scale production due to brand popularity,
the consumers may switch to other brands.
➢ Building up brand loyalty and goodwill is an expensive process.

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Brand preference:

One of the most commonly used metrics of brand performance and brand strength, brand
preference characterizes which brand/product/service is preferred under assumptions of
equal price and availability. Brand preference can be considered an indicator of the
effectiveness of the company’s marketing strategies, customer loyalty, and heterogeneity
of consumer choices. Preference, in marketing, signifies desirability or selection of an
alternative. In simple words, it implies consumer’s biasness towards a certain brand as a
result of the consumer’s rational, emotional or behavioral responses towards the brand
proposition and marketing strategy. In fact, in a practical scenario, more often than not,
brand preference indicates a desire to seek out a specific product or service even if it
implies paying more or expending more effort to find it.

Brand loyalty:

Brand loyalty is a pattern of consumer behaviour through which consumers tend to get
committed to a specific brand or product and make repeat purchases over time.
Businesses plan different creative marketing strategies like reward and loyalty programs,
incentives, trials and brand ambassadors to create brand loyalty. Those who are loyal to a
particular brand do not purchase a substitute brand in case the preferred brand is
unavailable. Loyal customers search multiple stores for their preferred brands are more
likely to forego their purchase in case the brand is not available. The American
Marketing Association defines brand loyalty as “The situation in which a consumer
generally buys the same manufacturer-originated product or service repeatedly over time
rather than buying from multiple suppliers within the category.” This buying decision can
be either conscious or unconscious; however, it is based upon trust that the brand fulfils
the consumers. Brand loyalty is based upon emotional involvement which is created
between the brand and the consumer. It is perceived by the customer that the brand will
fulfil some type of emotional want or physical need in a unique way and which evokes
emotions during the process of purchasing and using it.

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Brand loyalty helps in building a strong customer base which in turn serves as a tool to
surpass competitors and attain a competitive edge that is required to succeed in the
marketplace.

Companies having strong brand loyalty customers experience repeated purchases of its
products and services regardless of the fact that there is a change in price or convenience.
Loyal customers of a particular brand are less likely to get influenced by the marketing
efforts of competitors thereby, increasing the probability that these customers will
continue using the products and services of a particular company. Alongside this,
companies who have built a strong brand loyalty also have the opportunity to enjoy
increasing customer base. Loyal customers may turn into brand ambassadors for the
company. This is because loyal customers are satisfied with the brand and will spread
brand awareness providing the business costless marketing.
Brand Switching:
A customer's act of buying a product different than one of the same kind that he/she
previously purchased. Any number of factors may cause brand switching, including but
not limited to a lower price, a negative experience with the first product, or simply better
placement on a shelf at the store. However, it is most common when a consumer does not
believe that one product is qualitatively different from another; that is, it happens when
there is little brand awareness -Farlex Financial Dictionary. Brand switching is a concept
opposed to brand loyalty.

Reasons that can be identified with brand switching are:

• When the consumers feel that there not enough value for the product the
consumer tends to switch brands.
• The consumers tend to switch to other brands when they introduce new products.

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 CHAPTER 3
INDUSTRY PROFILE
1.3 Industry Profiles

Horlicks

Horlicks is the leading health food drink in India and the “Most trusted drink brand” in
India. Horlicks enjoys more than half of the health food drink market. Horlicks is a
nourishing malted drinks with goodness of malted barley, wheat and dairy ingredients. It
comes in various exciting flavors such as chocolate, vanilla etc. It is a good source of
energy and nutrient. Both adult and children tends to choose Horlicks for its nutritional
benefits and taste. In different countries, the product has different formulation in order to
serve different consumer needs.

Types of Horlicks:
1) Junior Horlicks
2) Mother’s Horlicks
3) Women’s Horlicks
4) Horlicks Lite
5) Horlicks Gold
6) Horlicks Growth Plus
7) Horlicks Protein Plus
8) Horlicks Cardia Plus
9) Horlicks Pro Mind
10) Horlicks Classic

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Nutrition Contents and Benefits:

Nutrients Benefits
Calcium, Vitamin D, Phosphorus, Healthy bones.
Magnesium
Iodine, Vitamin B6, Vitamin B12, Folic Brain development and its functions.
Acid, Carbohydrate, Sugar (sucrose)
Iron, Vitamin C, Vitamin A Healthy blood.
Fat, Vitamin B1, Vitamin B2, Niacin, Energy and its metabolism.
Biotin, Pantothenic Acid, Energy
Vitamin E, Selenium, Copper, Zinc Normal function of immune system.
Sodium, Chloride Fluid and electrolyte balance.

Boost

Boost is India’s leading malt-based Health Food Drink (HFD) to have used celebrity
endorsement to convey its energy proposition. Boost was the first brand to introduce
yellow granules in its formulation. Boost is India’s only health food drink scientifically
proven to increase stamina by 3 times+. Boost has won the prestigious “World Star
Award” for its packaging. The tagline “Boost is the secret of our energy” has remained a
block buster all through years. Boost had stayed favorite for adults and children
throughout years. Its classic chocolaty taste has a large fan base. The brand has survived
heavy competition just with a single classic taste. The brand had recently introduced
health drinks in biscuit form which have attracted a large number of consumers.

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 Nutrition Contents and Benefits:

Nutrients Benefits
Iron, Vitamin C Important for oxygen transport in the body
essential for stamina.
Vitamin B1, Niacin, Biotin, Pantothenic Energy release from food for efficient
Acid, Iodine, Magnesium working of body cells.
Vitamin B12, Folic Acid, Vitamin B2, Help in optimal utilization of oxygen by
Vitamin B6 the body important for stamina.
Vitamin D, Calcium, Protein Help in maintenance of optimal bone and
muscle health for strength.
Vitamin A, Copper, Zinc Helps to protect from excessive cell
damage due to oxidative stress.

Bournvita

Bourn vita is a tasty and high nutritional supplement drink. It is specially enriched with
vitamin D to help better growth for children’s. Cadbury India ltd. offer Bourn vita health
drink. It provides the nutrition to aid growth and all round development especially for the
Kids. It can increase the physical endurance of a child and enhance the immune system of
the body. It is one of the oldest brand in the malted beverages segment.

Types of Bourn vita:

1) Bourn vita 5 Star Magic

2) Bourn vita Lil Champs

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 Nutrition contents and Benefits:

Nutrients Benefits
Vitamin B1, Vitamin B2, Vitamin B3, Aids metabolism and helps release energy
Vitamin B5,Biotin from food.
Vitamin B9, Vitamin B12 Helps in maintaining healthy blood.
Vitamin A Necessary for normal vision.
Vitamin C, Manganese Helps to protect the body cells from
damage.
Copper, Selenium, Zinc For healthy functioning of the immune
system.
Vitamin D, Calcium, Phosphorous Aids development of strong bones and
teeth.
Potassium Controls balance of body fluids.
Iodine Necessary for mental development.
Iron Necessary for formation of hemoglobin.
Energy, Protein, Carbohydrate, Sugars, Source of energy to keep the body active.
Total Fat

Complan

Complan is an ideal food for growing children and provide balanced and adequate
nutrition to help them achieve their maximum growth potentiality. It prevents
unintentional weight loss and under nutrition. It serves as an ideal nutritional supplement
for adult also. It is packed with 24 vitamins and minerals that are essential and hence,
used as a meal supplement diet. Complan is a key player in malted food drink category.
To extend the goodness of Complan and make it available to children any time, the brand
was also conceived in a biscuit form.

Types of Complan:
1) Complan NutriGro

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 2) Complan Memory

Nutrients and benefits:

Nutrients Benefits
Milk Protein Essential for rapid growth development and
maintenance of body.
Fat Concentrated source of energy and mental
alertness.
Carbohydrate, Sugar (sucrose) Source of energy.
Iodine, Iron, Vitamin B12, Folic Acid Keep mentally sharp, alert and physically
alert.
Vitamin A, Vitamin E, Vitamin C, Zinc Develop body resistance to fight infection.
Vitamin B1, Vitamin B2, Vitamin B6, Efficient conversion of food to energy,
Calcium keeping nervous system healthy.
Calcium, Phosphorus, Vitamin D, Sodium, Strong, healthy bones and healthy muscles.
Potassium, Chloride Maintenance of water balanced in the body.

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 CHAPTER 4
ANALYSIS AND INTERPRETATION
Table 4.1 showing gender of the respondents

Particulars No. of respondents Percentage

Female 40 66.67%

Male 20 33.33%
Total 60 100%

(Source: Primary Data)

The table 4.1 shows that 66.67% of the respondents are female and 33.33% of the total
respondents are males. The majority of the respondents are females.

Figure 4.1 showing gender of the respondents

Gender
Female Male Transgender

0%

33%

67%

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 Table 4.2 showing age group of the respondent

Particulars No. of Percentage

respondents
Below 15 8 13.33%
15-29 38 63.33%
30-45 11 18.33%
46-65 2 3.33%
Above 65 1 1.67%
Total 60 100%
(Source: Primary Data)

The table 4.2 shows that majority of the respondents are within the age group of 15-29
(63.33%), followed by the respondents within the age groupof 30-45 (18.33%), thenby
the respondents below the age of 15 (13.33%), then by the respondents within the age
group of 46-65 (3.33%) and finally, the respondents above 65 (1.67%).

Figure 4.2 showing age group of the respondents

Age of the responents

Below 15 15-29 30-45 46-65 Above 65

3% 2%

13%
18%

64%

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Table 4.3 showing monthly income of the family

Particulars No. of respondents Percentage

Below 20000 16 26.67%
20000-40000 17 28.33%
40000-60000 12 20.00%
60000-80000 2 3.33%
80000-100000 5 8.33%
Above 100000 8 13.33%
Total 60 100%
(Source: Primary Data)

The table 4.3 shows that majority (28.33%) of the total respondents have a monthly
income between 20000 and 40000, followed by 26.67% having an income less than
20000, then by 20% having an income between 40000 and 60000, then by 13.33% having
an income above 100000, then by 8.33% having an income between 80000 and 100000
and finally, 3.33% having an income between 60000 and 80000.

Figure 4.3 showing monthly income of the family

30.00%
25.00%
20.00%
15.00% 26.67% 28.33%
10.00% 20.00%
5.00% 13.33%
8.33%
0.00% 3.33%

Monthly income of the family

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 Table 4.4 showing currently consuming health drink

Particulars No. of respondents Percentage

Horlicks 20 33.33%
Boost 38 63.33%
Complan 0 00.00%
Bournvita 2 3.33%
Total 60 100%

(Source: Primary Data)

The table 4.4 shows that there are mainly 4 major brands currently consuming in the
selected area. The majority of the respondents currently consume Boost (63.33%),
followed by Horlicks (33.33%), and finally by Bournvita (3.33%). There is no respondent
currently consuming Complan.

Figure 4.4 showing currently consuming health drinks

Currently consuming health

drink
Horlicks Boost Complan Bournvita

0% 3%

33%

64%

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 Table 4.5 showing frequency of consuming health drinks

Particulars No. of respondents Percentage

Once a day 27 45.00%
Twice a day 6 10.00%
Weekly 7 11.67%
Occasionally 20 33.33%
Total 60 100%
(Source: Primary Data)

The table 4.5 shows that all the respondents either consume health drink once a day or
twice a day or weekly or occasionally. Majority of the respondents consume health drinks
once a day (45%), followed by the respondents consuming health drinks
occasionally(33.33%), then by the respondents consuming health drinks weekly
(11.67%), finally by the respondents consuming health drinks twice a day (10%).

Figure 4.5 showing frequency of consuming health drinks

Frequency of consuming health drink

Once a day Twice a day Weekly Occasionally

33%
45%

12%
10%

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 Table 4.6 showing frequency of purchase of health drinks

Particulars No. of respondents Percentage

Weekly 3 5.00%

Monthly 34 56.67%

Once in a while 23 38.33%

Total 60 100%

(Source: Primary Data)

The table 4.6 shows that the respondents purchase health drinks either weekly or monthly
or once in a while. Majority of the respondents purchase health drinks monthly (56.67%),
followed by the respondents purchasing once in a while (38.33%) and finally by the
respondents purchasing weekly (5%).

Figure4.6 showing frequency of purchase of health drinks

Frequency of purchase
Weekly Monthly Once in a while

5%

38%

57%

- 20 -
 Table 4.7 showing quantity of purchase of health drinks

Particulars No. of respondents Percentage

200 gm. 3 5.00%
500 gm. 21 35.00%
1 kg 27 45.00%
More than 1 kg 1 1.67%
Sachet packs 8 13.33%
Total 60 100%
(Source: Primary Data)

The table 4.7 shows that majority of the respondents usually purchases 1kg (45%),
followed by the respondents purchasing 500gm (35%), then by the respondents
purchasing sachet packs (13.33%), then by the respondents purchasing 200gm (5%) and
finally by the respondents purchasing more than 1kg (1.67%).

Figure 4.7 showing quantity of purchase of health drinks

Quantity of purchase
200 gm. 500 gm. 1 kg More than 1 kg Sachet packs

5%
2% 13%

35%

45%

- 21 -
 Table 4.8 showing opinions of the respondents on sachet packs increasing the
popularity and sales of health drinks

Particulars No. of respondents Percentage

Yes 47 78.33%

No 13 21.67%

Total 60 100%

(Source: Primary Data)

The table 4.8 shows the respondents opinion on sachet packs increasing the popularity
and sales. Majority (78.33%) of the total respondents think that sachet packs have
increased the popularity and sales of health drinks while others (21.67%) have an opinion
that the sachet packs haven’t made any considerable change in the popularity and sales.

Figure 4.8 showing opinion of the respondents on sachet packs increasing the
popularity and sales of health drinks

Sachet packs increases the popularity and

sales
Yes No

22%

78%

- 22 -
 Table 4.9 showing preferences on temperature of health drinks while consuming

Particulars No. of respondents Percentage

Cold 7 11.67%
Hot 39 65.00%
Moderate 14 23.33%
Total 60 100%
(Source: Primary Data)

The table 4.9 shows the preference of temperature of health drinks among respondents in
consuming it. Majority (65%) of the total respondents prefer to consume hot health drinks
while 23.33% prefer moderate health drinks and 11.67% prefer cold health drinks.

Figure 4.9 showing preferences on temperature of health drinks while consuming

Preference in temperature
Cold Hot Moderate

12%
23%

65%

- 23 -
 Table 4.10 showing sources of information about the health drinks

Particulars No. of respondents Percentage

Television 43 71.67%
Newspaper 1 1.67%
Online 3 5.00%
Family and friends 8 13.33%
Magazine 0 0.00%
Display at retail outlet 5 8.33%
Total 60 100%
(Source: Primary Data)

The table 4.10 shows us the sources through which respondents came to know about the
brands. Majority (71.67%) of the total respondents came to know about the health drinks
through television, followed by friends and family (13.33%), then by display at retail
outlet (8.33%), then by online (5%), and finally by newspaper (1.67%).

Figure 4.10 showing source of information about the health drinks

80.00%
70.00%
60.00%
50.00%
40.00%
71.67%
30.00%
20.00%
10.00%
13.33% 8.33%
0.00% 1.67% 5% 0%
Television Newspaper Online Friends and Magazine Display at
family retail outlet

Source of information

- 24 -
 Table 4.11 showing duration of taking health drink

Particulars No. of respondents Percentage

Less than 6 months 10 16.67%

6 months to 1 year 6 10.00%

More than 1 year 44 73.33%

Total 60 100%

(Source: Primary Data)

The table 4.11 shows that majority (16.67%) of the total respondents have been
consuming health drinks for less than 6 months, followed by 10% consuming health
drinks for 6 months to 1 year and finally by 73.33% consuming health drinks for more
than 1 year.

Figure 4.11 showing duration of taking health drink

Duration of taking health drinks

Less than 6 months 6 months to 1 year More than 1 year

17%

10%

73%

- 25 -
 Table 4.12 showing mostly preferred brand among the respondents

Brand Weighted Weighted Rank

total average
Boost 189 18.9 1
Horlicks 178 17.8 2
Complan 121 12.1 3
Bournvita 115 11.5 4
(Source: Computed data)

The table 4.12 shows the rank list of most preferred brands consumed by respondents.
Mainly 4 brands are chosen and ranked. Boost is the most preferred brand among
consumers with a percentage of 18.9 choosers. This is followed by Horlicks (17.8%),
then Complan (12.1%) and finally Bournvita (11.5%).

Figure 4.12 showing mostly preferred brand among the respondents

20.00%
18.00%
16.00%
14.00%
12.00%
10.00% 18.90% 17.80%
8.00%
6.00% 12.10% 11.50%
4.00%
2.00%
0.00%
Boost Horlicks Complan Bounvita

Weighted average

- 26 -
 Table 4.13 showing factors influencing the buying behavior of respondents

Factors Weighted total Weighted Rank

Average
Taste 263 17.533 1
Nutritional content 211 14.067 2
Price 196 13.067 3
Varieties available 192 12.8 4
Offers and free gifts 149 9.933 5

(Source: Computed data)

The table 4.13 shows that the most affecting factor that affects the buying behavior is
taste of the health drink (17.533%). This is followed by nutritional content (14.067%),
price (13.067%) and varieties available (12.8%). The least influenced factor, according to
the respondents, is offers and free gifts (9.33%) offered by the brand company.

Figure 4.13 showing factors influencing the buying behavior of respondents

20
17.533
18
16 14.067
14 13.067 12.8
12 9.933
10
8
6
4
2
0
Taste Nutritional Price Varieties Offers and free
content available gifts

Weighted average

- 27 -
 Table 4.14 showing respondents preferring health drinks over tea and coffee

Particulars No. of respondents Percentage

Yes 30 50.00%

No 30 50.00%

Total 60 100%

(Source: Primary Data)

The table 4.14 shows the percentage of respondents who prefer and not prefer health
drinks over tea or coffee. The percentage of respondents who prefer health drinks over
tea and coffee and who doesn’t prefer health drinks over tea/coffee are equal (50%).

Figure 4.14 showing respondents preferring health drinks over tea and coffee

Preference of health drinks over tea

and coffee
Yes No

50% 50%

- 28 -
Table 4.15 showing opinions of the respondents about health drink being a suitable
substitute for tea/coffee

Particulars No. of respondents Percentage

Yes 23 38.33%

No 37 61.67%

Total 60 100%

(Source: Primary Data)

The table 4.15 shows that Majority (61.67%) of the respondents have an opinion that the
health drinks are not a suitable substitute for tea/coffee while 38.33% of the respondents
have a different opinion.

Figure 4.15 showing opinions of the respondents about health drinks being a
suitable substitute for tea/coffee

Respondents having an opinion

favouring health drinks
Yes No

40%
60%

- 29 -
 Table 4.16 showing respondents switching over brands

Particulars No. of respondents Percentage

Yes 35 58.33%

No 25 41.67%

Total 60 100%

(Source: Primary Data)

The table 4.16 shows the percentage of respondents who switches over brands. Majority
(58.33%) of the respondents switches over brand, while 41.67% won’t switch over
brands.

Figure 4.16 showing respondents switching over brands

Respondents switching over brands

Yes No

42%

58%

- 30 -
 Table 4.16 (a) showing frequency of switching over brands

Particulars No. of respondents Percentage

Very Often 6 17.14%

Occasionally 18 51.42%

Rarely 11 31.42%

Total 35 100%

(Source: Primary Data)

The table 4.16 (a) shows that out of all the respondents who switch over brands (58.33%),
majority (51.42%) switches occasionally, followed by 31.42% switching rarely and
finally by 17.14% switching very often.

Figure 4.16 (a) showing frequency of switching over brands

Frequency of switching
Very often Occasionally Rarely

17%
31%

52%

- 31 -
 Table 4.16 (b) showing respondents who switch if there is a better option in the
market

Particulars No. of respondents Percentage

Yes 6 24.00%

No 19 76.00%

Total 25 100%

(Source: Primary Data)

The table 4.16 (b)shows that out of all the respondents who don’t switch over brands
(41.67%), only 76% will stay truly loyal to the currently using brand, while 24% will
switch over their brand if there is a better option available in market.

Figure 4.16 (b) showing respondents who switch if there is a better option in the
market

Respondents who switch if there is a

better option
Yes No

24%

76%

- 32 -
 Table 4.17 showing opinions of the respondents on the promises made in
advertisements and promotions

Particulars No. of respondents Percentage

Yes 26 43.33%

No 34 56.67%

Total 60 100%

(Source: Primary Data)

The table 4.17 shows that majority of the total respondents (56.67%) doesn’t think that
the products is as useful as promised in the advertisements and promotions, while 43.33%
have a different opinion.

Figure 4.17 showing opinions of the respondents on the promises made in

advertisements and promotions

Opinion of respondents on promises

made in advertisements
Yes No

43%
57%

- 33 -
 Table 4.18 showing availability of health drink brands in the selected area

Particulars No. of respondents Percentage

Always 60 100%
Occasionally 0 0.00%
Rarely 0 0.00%
Total 60 100%
(Source: Primary Data)

The table 4.18 shows that all the respondents find the availability of the health drinks
they are currently consuming, in the selected area, always available (100%).

Figure 4.18 showing the availability of health drink brands in the selected area

Availability of the health drinks

Always available Occasionally available Rarely available

0%

100%

- 34 -
 Table 4.19 showing nutritional benefits attained from consuming health drinks

Particulars No. of respondents Percentage

Improved concentration 11 18.33%

Increased physical stamina 24 40.00%

Improved memory power 9 15.00%

Other physical benefits 19 31.67%

None 23 38.33%
(Source: Primary Data)

The table 4.19shows that majority (40%) of the total respondents believe that consuming
health drinks have increased physical stamina, followed by improved physical benefits
(31.67%), concentration (18.88%) and memory power (15%), while 38.33% haven’t had
any improvements.

Figure 4.19 showing nutritional benefits attained from consuming health drinks

45.00%
40.00%
35.00%
30.00%
25.00%
20.00% 40% 38.33%
15.00% 31.67%
10.00% 18.88%
15%
5.00%
0.00%
Concentration Physical Memory physical None
stamina power benefits

Nutritional benefits

- 35 -
Table 4.20 showing level of satisfaction among respondents with the various factors
of the health drinks

Highly Satisfied Neutral Dissatisfied Highly

Satisfied Dissatisfied
Price 11 33 (55.00%) 11 (18.33%) 2 3
(18.33%) (3.33%) (5.00%)
Taste 22 (36.67%) 33 (55.00%) 3 1 1
(5.00%) (1.67%) (1.67%)
Varieties 9 (15.00%) 29 (48.33%) 15 (25.00%) 5 2
available (8.33%) (3.33%)
Nutritional 15 (25.00%) 22 (36.67%) 16 (26.67%) 5 2
contents (8.33%) (3.33%)
Packaging 8 (13.33%) 26 (43.33%) 18 (30.00%) 6 2
(10.00%) (3.33%)
(Source: Primary Data)

Table 4.20 shows the level of consumer satisfactions related to various aspects of the
health drinks. The aspects covered include price of the health drinks, taste of the health
drinks, varieties available in the health drink brands, nutritional contents in the health
drinks and packaging of the health drinks. The scale is of five points; highly satisfied to
highly dissatisfy.

- 36 -
 Table 4.21 showing satisfaction of the respondents with the currently consuming
brand

Particulars No. of respondents Percentage

Yes 56 93.33%
No 4 8.67%
Total 60 100%
(Source: Primary Data)

The table 4.21 shows that 93.33% of the total respondents are satisfied with the currently
consuming health drink, while 6.67% are not. Those 6.67% currently consumes Boost.

Figure 4.21 showing satisfactions of the respondents with the currently consuming
brand

Level of satisfaction with the currently

consuming health drink
Yes No

7%

93%

- 37 -
Improvements respondent’s expect from the currently consuming

In the selected area, there are mainly 4 health drinks. But only 3 of them have current
consumers among total respondents.

Table 4.22 showing respondent’s expectation of improvements from the currently

consuming brand

Boost Horlicks Bournvita

Particulars No. of % No. of % No. of %
respondents respondents respondents
Reduction 22 57.89 2 10 0 0
in price
Attractive 10 26.31 4 40 0 0
packages
More offers 16 42.10 6 30 1 50
and gifts
More 19 50 11 55 1 50
nutritional
benefits
More 16 42.10 3 15 1 50
varieties
None 1 2.63 2 10 0 0

(Source: Primary Data)

The table 4.22 shows that respondents who currently consume boost (63.33%), majority
need a price reduction. Respondents who currently consuming Horlicks (33.33%),
majority needs more nutrition(55%) and respondents who currently consuming Bournvita
(3.33%) , improvements expected are more gifts (50%), more nutritional benefits (50%)
and more varieties (50%).

- 38 -
Figure 4.22 showingrespondent’s expectation of improvements from the currently
consuming brand

70

60

50

40
Boost
30 Horlicks
Bournvita
20

10

0
Reduction in Attractive More offers More More None
price packages and gifts nutritional varieties
benefits

- 39 -
Table 4.23 showing relation of the age group with the preferences and choices of the
health drinks among respondents

Boost Horlicks Bournvita

Particulars No. of % No. of % No. of %

respondents respondents respondents
Below 15 4 10.52 3 15 1 50
15-29 29 76.31 8 40 1 50
30-45 3 7.89 8 40 0 0
46-65 1 2.63 1 5 0 0
Above 65 1 2.63 0 0 0 0

(Source: Primary Data)

The table 4.23 shows that majority of the current consumers of Boost among respondents
are in the age group of 15-29 (76.31%). Majority of current consumers of Horlicks are in
the age group 15-29 and 30-45 (13.33%). Majority of currently consumers of Bournvita
are in the age group of below 15 and 15-29 (50%).

- 40 -
Figure 4.23 showing relation of the age group with the preferences and choices of
the health drinks among respondents

90

80

70

60

50 Boost
Horlicks
40
Bournvita

30

20

10

0
Below 15 15-29 30-45 46-65 Above 65

- 41 -
 CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION
Findings, suggestions and conclusion

5.1 Findings

1. Majority of the respondents are females (63.67%).

2. Majority of the respondents currently consume Boost (63.33%).
3. Majority of the respondents consume health drinks once a day (45%).
4. The study shows that majority of the respondents purchase health drinks monthly
(56.67%) and usually purchases pack of 1kg (45%).
5. The study reveals that majority of the respondents have an opinion that sachet
packs have increased popularity and sales of health drinks among consumers
(78.33%).
6. More than half of the respondents prefer to consume hot health drinks.
7. The study reveals that majority of the respondents came to know about the health
drink brands through Television (71.67%).
8. Majority of the respondents have been consuming health drinks for more than 1
year (73.33%).
9. Most of the respondents prefer health drinks in the order: Boost, Horlicks,
Complan and Bournvita. Even though Complan doesn’t have any current
consumers among respondents, it is ranked 3by most in the preference. The
percentage shows that these 4 have a tough competition with each other in the
market. The future preference rankings of consumers are completely
unpredictable due to this.
10. The study reveals that the main factor influencing the buying behavior is taste of
the health drinks and free gifts and offers are of the least influencing.
11. The respondents preferring health drinks over tea or coffee and respondents who
don’t are equal in numbers. But even so, more than half of the respondents don’t
think that health drinks are a suitable substitute for tea or coffee (61.67%).
12. 58.33% of the respondents switch over brands and more than half only switches
occasionally (51.42%). Out of those who don’t switches, only 76% stays loyal to
the brand even if there is a better option in the market.

- 42 -
13. The study reveals that more than half of the respondents feel that the products are
not as useful as promised in the advertisements and promotions (56.67%)
14. The study shows that all major health drinks are always available in the selected
area.
15. The study shows that majority of the respondents believe that consuming health
drinks have increased their physical stamina (40%) and 38.33% feels that they
haven’t attained any benefits at all.
16. The study shows that most of the respondents are satisfied with the prices of
health drinks (55%), satisfied with the taste of the health drinks (55%), satisfied
with the varieties available (48%), satisfied with the nutritional contents (36.67%)
and satisfied with the package (43.33%). This indicates that none are highly
satisfied with any of this and there are cases of highly dissatisfactions too.
17. 93.33% are highly satisfied with the brands they are consuming.
18. More than half of the current consumers of boost expect a reduction in price
(57.89%), while 55% of the current consumers of Horlicks expect more
nutritional benefits. The current consumers of Bournvita expect more offers, gifts
and varieties.
19. The study also reveals that majority of the current consumers of Boost falls in the
age group of 15-29 (76.31%), while that of Horlicks falls in the age groups of 15-
29 and 30-45 (40%). The current consumers of Bournvita fall in the age groups of
below 15 and 15-29. This also proves that the majority of health drink consumers
are in the age group of 15-29.

- 43 -
5.2 Suggestions

1. From the survey it is clear that the brand loyalty among the consumers are really
low and management of different health drink brand companies have to work on it
seriously if they don’t want to lose the existing customers as the competition
between the 4 major players are really strong.
2. The taste and the nutritional contents are the most affecting factors of buying
behavior. The brand companies can work on those aspects to draw more
consumers.
3. As most of the respondents have an opinion that the products are not as useful as
promised in the advertisements, brand companies can work on meeting this
expectation of the respondents and also come up with less exaggerating
advertisements.

5.3 Conclusion

The customer is the king of the market. It is essential for every organization to learn
customer behavior in order to increase their sales and to create a good brand image.

A good understanding of the market was accomplished as around 60 consumers were

spoken. According to them, quality of the product, nutritional contents and advertisement
plays an inevitable role in the sales and popularity of the health drinks. Among different
types of advertisement media, Television plays a major role.

The survey revealed that consumers view health drink not just as a drink, but as
something that is rich in nutritional contents. The survey is concluded by ranking the
preferences, why preferring one over other and finding the benefits attained and
improvements needed

- 44 -
BIBLIOGRAPHY
 Bibliography
Journals:-
• Abdel Majid Amine (1998), ‘Consumers’ true brand loyalty: the central role of
commitment’, Journal of Strategic Marketing, Vol. 6, 1998- Issue 4, pg. 305-319.
• Deviyani Rohatgi and Garima Malik (2017), ‘A Study on Preference for Indian
Local/Regional FMCG Brands among Delhi Consumers’, International Journal of
Mechanical Engineering and Technology 8(12), pg. 129–137.
• Dr. M. Vasan (2018), ‘Consumers’ Attitude towards Personal Care products of
Patanjali Ayurved Ltd.’, An International Multidisciplinary Journal, Vol-2, Issue-
2, Apr-2018.
• Dr. Rambabu Gopisetti and G. Linganna(2017), ‘Consumer Buying Behavior
towards Fast Moving Consumer Goods (A Study of Selected Personal Care
Products in Nizamabad District of Telangana State)’, IOSR Journal of Business
and Management (IOSR-JBM) Vol. 19, Issue 11, (November. 2017), pg. 54-59.
• Dr. Surinder Singh Kundu (2013), ‘Customers’ perception towards the FMCG
in Rural market: An Analysis’, International Journal of Techno-Management
Research, Vol. 01, Issue 02, September 2013.
• Morgan A Ilaw (2014) “Who You Are Affects What You Buy: The Influence of
Consumer Identity on Brand Preference.” Elon Journal of Undergraduate
Research in Communications, Vol.5, pg. 1-3.
• Pallavi GS and Shashidhar S (2015), ‘A study on consumer behavior towards
selected FMCG’ Vol. 5, Issue-2, April-2015 International Journal of Engineering
and Management Research, pg. 303-320.
• Reham Ebrahim, Ahmad Ghoneim, Zahir Irani and Ying Fan (2016), ‘A
brand preference and repurchase intention model: the role of consumer
experience’, Journal of Marketing Management, Vol-32, pg.13-14.
• Sadia Sumar Ali, Faizen Ahmed, ‘Flexible Approach to Satisfaction Index- an
Indian Case Study of Health Drinks Sectors’, Indian Journal of Indian culture
business Management, 2010 Vol. 3, Issue 3, pg. 260-284.
 • Sanjoy Ghose and Oded Lowengart (2012), ‘Consumer choice and preference
for brand categories’, Journal of Marketing Analytics, Vol. 1, issue 1, pg.3–17.
• Shivakumar Krishnamurthi and Babeet Gupta (2017), ‘Changing consumer
behavior paradigms: Does gender and married status influence grocery shopping
behavior? An exploratory study’, Indian Journal of Marketing, Vol. 47(10), pg. 7-
18.

Websites:-

1. http://en.wikipedia.org/wiki/Boost
2. http://en.wikipedia.org/wiki/Horlicks
3. http://www.pacificbusinessinternational.org.in
4. http://www.shodhganga.com
5. http://www.googlescholar.com
6. http://bizfluent.com
7. http://www.slideshare.net
APPENDIX
Study of consumer preference and brand loyalty among selected health
drinks prevailing in Irinjalakuda with special reference to Vellookara
Panchayath
1. Gender:
Female Male Transgender
2. Age:
Below 15 1 5-29 3 30 -45
46-65 Above 65
3. Monthly income of the family:
Below 20000 20000-40000
40000-60000 60000-80000
80000-100000 Above 100000
4. Which of the health drink do you currently consume?
Horlicks Boost
Complan Bournvita
5. Select the frequency of consuming health drink?
Once a day twice a day
Weekly Occasionally
6. How frequently do you purchase?
Weekly Monthly Once in a while
7. How much quantity do you usually purchase?
200 gm. 500 gm. 1 kg
More than 1 kg Sachet packs
8. Do you think Sachet packs have increased the popularity and sales of
health drinks?
Yes No
9. How do you prefer your health drink?
Cold Hot Moderate
10. How do you come to know about the brand?
Television News paper Online
Friends and family Magazine
Display at retail outlet any other (Specify) ______

11. For how long have you been consuming health drink?
Less than 6 months 6 months to 1 year
More than 1 year
12. Rank according to your preference ( 1- most preferred, 4- least preferred):
Health Drink Rank
Horlicks
Boost
Complan
Bournvita
13. Rank the factors influencing your buying behavior accordingly:
Factors Rank
Price
Taste
Varieties available
Nutritional contents
Offers and free gifts
14. Do you prefer health drinks over tea/coffee?
Yes No
15. Do you think health drinks are a suitable substitute for tea/coffee?
Yes No
16. Do you switch over brands?
a) If yes, how frequently do you switch?
Very often occasionally rarely
 b) If no, will you switch if another brand offers you better?
Yes No
17. Do you think the product is as useful as promised in the advertisements and
promotions?
Yes No
18. How do you find the availability of health drinks in your area?
Always available occasionally available
Rarely available
19. Which of the nutritional benefits have you attained from consuming health
drinks? (You can choose more than one)

Improved concentration
Increased physical stamina
Improved memory power
Other physical benefits
None

20. Please mark your level of satisfaction:

Highly Satisfied Neutral Dissatisfied Highly
satisfied dissatisfied
Price
Taste
Varieties
Nutrition
Packaging

21. Are you satisfied with the currently consuming brand?

Yes No
22. What are the improvements that you expect from the currently consuming
brand? (You can choose more than one option)
Reduction in price
Attractive package
More offers and gifts
More nutritional benefits
More varieties
None

Thank you for spending your valuable time for filling this questionnaire.