REPORT ON

BUSINESS RESEARCH METHODS

I I

HEALTHY FOOD DRINKS

I I

SUBMITTED
TTEDITO: SUBMITTED
TTEDIBY:IGROUPI09
DR.
DR.IBINODIKUMARISIN
SINGH ASHISH
ISHIAIMAI(500089454)
PATTY
TTYIZAKARIA
ARIA SWAPNILIPANTI(5000
500097670)
MOHAN
OHANIPRAB
RABHUI(500097728)
TABLE OF CONTENTS I I

Content Page No.

I. Problem definition
i i 3
1.1 Background
iii
iii i 3
1.2 Problem Statement
iii
iii i i 3
II. Literature review
i i i 4
III. Research Methodology
i i 10
IV. Research Design
I i 12
4.1 Preliminary Investigation
iii
iii i i i 12
4.2 Collection of Quantitative data i i i 13
4.3 Sampling Process
iii
iii i i 13
V. Data Analysis
i i i 14
5.1 Data Analysis Plan
iii
iii i i i 14
5.2 Methodology
iii
iii i 16
5.3 Analysis and Interpretation
iii
iii i i i 17
VI. Results i 26
VII. Questionnaire 27
VIII. REFERENCES III 34

2
I. PROBLEM DEFINITION
I I

1.1 iBac
Background

Indiaiisioneiofitheiworld'silargestimarketiforimaltibasedibeverages,iaccountsifori23%iofiglobali
retailivolumeisales.iTheseibeveragesiareitypicallyiusediasimilkisubstitutesiandiareimarketedias
i ainourishingibeverageiforitheielderly,ichildren,ianditheisick.iWhiteiandibrownibeveragesiareii
ncludediinitheicategoryiofihealthifoodidrinks.iSouthiandiEastiIndiaiareilargeimarketsiforithesei
beverages,iaccountingiforitheimajorityiofisalesiinitheicountry.i

Almostitwo-
thirdsiofitheimarketiisimadeiupiofiwhiteibeverages.iWithiaimarketishareiofi60.7ipercentiiniwhit
eimaltibeverages,iGSKiConsumeriHealthcareiisitheiindustryileader.iComplanifromiHeinziran
ksiinisecondiwithiaimarketishareiofi12-
13ipercent.iGSK,itheimarketileader,ialsoicontrolsitheibrandsiBoost,iMaltova,iandiViva.

Brownibeveragesi(cocoa-
basedidrinks)iareicurrentlyigainingimarketishareiatitheiexpenseiofiwhiteidrinksilikeiHorlicksia
ndiComplan.iOveritheilastifiveiyears,itheishareiofidarkidrinksihasirisenifromiroughlyi32ipercen
titoi35ipercent.iWithiaimarketishareiofiroughlyi15%,iCadbury'siBournvitaiisitheimarketileaderii
nitheibrownidrinkiarea.iNestlé'siMiloiandiGCMMF'siNutramuliareitwoiotherimajoricontender
s.

1.2 iProblemiStatement
ment

Theigoaliofitheiresearchiwasitoigainiaibetteriunderstandingioficustomeribehavioriinithei"Healt
hiFoodiDrinki(HFD)"iproducticategory.iTheistudy'siotherigoalsiincludedideterminingitheidete
rminantipurchaseivariables,iclientisegmentation,ianditheiinformationisourcesitheyiuse.iTheisu
rveyialsoilookediatitheicurrentistandingiofiwell-

3
knownicompaniesiasiwelliasiperceptionsiamongivariousisegments.iItiwasialsoilookediintoibra
ndiloyaltyiandiswitching.iAsipartiofitheiproject,itheibrandipersonalityiwasiinvestigated.

II. LITERATURE REVIEW

I I

Nutri
tritioniIniIndi
ndiai
Aichild'sienergyineedsiperikilogramiofibodyweightidecreaseiafteritheiageiofifour,ibutitheitotali
amountiofienergyi(calories)irequirediincreasesiasitheichildigrowsiolder.iThereiisiaiphaseiofislu
ggishibutisteadyigrowthifromitheiageiofifiveithroughiadolescence.iSomeichildren'sidietaryiinta
kesiofiiron,icalcium,ivitaminsiAiandiD,iandivitaminiCimayibeilowerithanirecommended,ialtho
ughishortagesiareiunlikelyiinimosticasesiificaloriciandiproteiniintakesiareiadequateiandiaivariet
yiofifoods,iespeciallyifruitiandivegetables,iareiconsumed.

Regularimealsiandihealthyisnacksicontainingicarbohydrate-
richifoods,ifruitsiandivegetables,idairyiproducts,ileanimeats,ifish,ipoultry,ieggs,ilegumes,iandi
nutsishouldisupportioptimaligrowthiandidevelopmentiwithouticontributingiexcessiveienergyit
oitheidiet.iChildren,iespeciallyiifiitiisihotioutsideioritheyiareiphysicallyiactive,ishouldidrinkieno
ughiofifluids.iWateriisiaigoodisourceiofiliquidibecauseiitiisicalorie-
freeiandiprovidesifluid.iOtherisourcesiofifluid,isuchiasimilkiandimilkidrinks,iasiwelliasifruitijui
ces,imightibeichosenitoiprovideirequiredifluidsiinichildren'sidiets.

EachistateiiniIndiaiisialmostisimilaritoiaicountry,iwithiitsiownisocioeconomicilevel,iethnicigro
ups,ieatingipatterns,ihealthiinfrastructure,iandicommunicationifacilities.iAsiairesult,itheinutrit
ionalistatusiofitheipopulationivariesisignificantlyibetweenistatesiasiairesultiofiaivarietyioficircu
mstances.
TheinutritionalistatusiofitheiIndianipeopleihasiimprovedisignificantlyiduringitheipreviousi20iy
ears.iThisiimprovementiisidueitoiaivarietyiofivariables,iincludingichangesiinidietaryiintake,iso
cioeconomiciconditions,ibetteriaccessitoidrinkableiwater,ilowerimorbidity,iandiimprovedihea
lthifacilities.

4
Theiprevalenceiofiunderweightiinichildreniunderitheiageiofifiveiyearsihasidecreasedifromi63ip
ercentiini1975-79itoi53ipercentiini1988-
90,iindicatingiaisignificantiimprovementiininutritionalistatus.iTheiunder-
fiveimortalityiratei(U5MR),iaikeyiindicatoriofiaisociety'sisocioeconomiciprogress,ihealth,iandi
nutritionaliquality,ifellifromi282ipercentiini1962itoi115ipercentiini1994.iHowever,iinfectiousi
disordersisuchiasirespiratoryiandiintestinaliinfections,iasiwelliasimalaria,icontinueitoibeitheilea
dingicauseiofideathiinichildreniunderitheiageiofifive,iwithimalnutritioniplayingiairole.iMeasles,
i tetanus,ityphoid,iandihepatitisiareiallicommonicausesiofideathiinichildreniandiadolescents.

Thereihaveibeeninoinotableichangesiinifoodipatternsiinitheirecenti20iyears.iCerealsiareiIndia'si
stapleidiet,iprovidingitheimajorityiofitheicountry'sienergy.iIntakeiofipulses,iroots,ianditubersih
asidecreasedisinceithei1970s,ibuticonsumptioniofisugar,ijaggery,ifatsiandioils,iandigreenileafyi
vegetablesihasiclimbedimarginally.iGreenileafyivegetables,imeatiandifish,iasiwelliasimilkiandi
milkiproducts,iareialliinishortisupplyiinitheinormaliIndianidiet.iFurthermore,isomeimicronutrie
nts,isuchiasivitaminiA,iiodine,iandiiron,iareistilliinadequate.

Adolescentsigoingithroughirapidigrowthiandidevelopmentiareioneiofitheinutritionallyisuscept
ibleipopulationsithatihasn'tigottenitheiattentionitheyideserve.iRapididevelopmentiduringipube
rtyimayiexacerbateitheiseverityiofiundernutritioniiniundernourishediyoungsters.iBothimatern
aliandichildimalnutritioniwillibeiperpetuatedibyiearlyimarriageiandichildbearing.iAdolescenti
obesityiisibecomingiaiconcerniamongitheiaffluentipartiofitheipopulationionitheiotheriendiofithe
i spectrum.

Preschoolersiareitheimostinutritionallyivulnerableipartiofitheipopulation,ianditheirinutritionali
statusiisiaisensitiveiindicatorioficommunityihealthiandinutrition.iThereihasibeenisomeiimprov
ementiinienergyiintakeiandiaisignificantireductioniinimoderateiandisevereiundernutritioniinipr
e-schoolichildreniduringitheilastitwoidecades.

5
India
Indiaihasienormousiunder-
nder-nu
nutr
triitioniandiover-
over-n
nutri
tritioniproblems
Asiaihasitheiworld'sihighestiproportioniofimalnourishedichildren.iTheihugeidifficultyithatithisi
situationicurrentlyiposesiforiAsiaiprompteditheibookiTheiDoubleiBurdeniofiMalnutritioniiniA
sia.iItiexplainsitheiprimaryifactorsithatihaveicontributeditoitheiriseiiniundernutrition,iasiwelliasi
theirisingidoubleiburdeniofico-
existingiunderweightiandioverweight,iasiwelliasitheiconnectionsibetweenitheseitwoitypesiofim
alnutrition.

Nutritionalidisordersicanibeidividediintoitwoicategories:iundernutritioniandiovernutrition.iFo
odishouldibeiprioritized,ibutisoishouldicareiandihealth,ibecauseieveniifichildreniagedi0itoi2iyea
rsioldihaveiaccessitoifood,itheyimayihaveimothersiwhoidoinotihaveitheitimeitoipayiattentionitoi
t
heirichildren.iSimilarly,inoiamountiofifoodiwouldiassistipreventimalnutritioniifithereiisinoihea
lthyiatmosphereiandichildrenisufferifromidiarrhealidisorders.

Over-
nutrition,ionitheiotherihand,irefersitoiconsumingitooimanyicaloriesioritheiwrongikindsioficalori
es,isuchiasisaturatedifatsiorihighlyiprocessedisugar,iwhichicaniresultiiniobesity,ivascularidisea
se,iandiotherihealthiproblems.iManyiimpoverishedicountriesisufferifromimalnutrition,iwhilei
EuropeiandiNorthiAmericaisufferifromiovernutrition.iThere'sialsoithei"in-
between"igroup,iwhichiincludesinationsilikeiIndia,iwhichistillihaveisubstantialiunder-
nutritioniandiover-
nutritioniissues.iIniIndia,iforiexample,iaboutihalfiofiallichildreniunderitheiageiofifiveiareimalno
urishedioriundernourished.iHowever,idueitoichangesiinilifestyleiandieatingihabits,itheiproble
miofiovernutritioniisionitheiriseiinimetropolitaniareas.iAsiairesult,ihealth-
careisystemsiareiunderiaigreatidealiofistrain.

Thereiisiaihigheriamountiofireducedibirthirateiwhenithereiisihunger.iBecauseitheirimomsiareim
alnourished,ioneioutiofieveryithreeibabiesiborniiniIndiaiisiconsiderablyiunderweight.iSomeiun
derweightibabiesidie,ibutiothersiliveiandiadaptitoistarvationiandishortage.iThatiis,itheibiologic
aliadaptationiisisetiupitoimakeitheimostiofieveryicalorieiavailableitoitheibody.iWheniaistarvingi
i

6
nfantibecomesianiadult,itheiadaptationithatienableditheinewbornisurviveiturnsioutitoibeiaimala

7
daptation.iBecauseiofibiologicaliadaptation,ianiadultiwhoiwasimalnourishediinitheipastigainsi
weightieveniwhenieatingiaitypicaliamountiofifood.

BrandiLoya
Loyaltyi
Itiisiconsiderablyilessiexpensiveitoisellitoibrandiloyalicustomersithaniitiisitoiattractinewiclients.i
Furthermore,ibrandiloyaltyigivesibusinessesiwithisignificanticompetitiveiadvantages.iConsu
mersithatiareidevoteditoiaibrandiareilessipriceisensitive.iManufacturersihaveimoreinegotiatingi
poweriwithiretailersiwhenitheyihaveiaistrongiconsumerifranchise.iFurthermore,iloyaltyilessen
siconsumerisensitivityitoimarketiofferings,igivingitheicompanyimoreitimeitoiresponditoirivalia
ctions.iInigeneral,ibrandiloyaltyiisiairepresentationiofibrandiequity,iwhichiisitheimostivaluablei
assetiforimanyiorganizations.

Brandiloyaltyiisidefinediasitheibiased,ibehavioral,iresponse,iexpressedioveritime,ibyisomeidec
ision-
makingiunit,iwithirespectitoioneiorimoreialternativeibrandsioutiofiaisetiofisuchibrands,iandiisiaif
unctioniofipsychologicaliprocesses.iTwoimainigroupsiofioperationalidefinitionsiareiconsisten
tiwithithisidefinition.iTheifirstiemphasizesithei"long-termibehavioraliresponse"—
typicallyiaisuccessioniofipurchases.iTheifailureitoidetectimotiveianditheiensuingiconfusionibet
weenibrandiloyaltyiandiotheriformsiofirepeatibuyingiisitheifundamentalishortcomingiofibehav
ioralimetrics.iConsumeriattitudes,ipreferences,iandipurchaseiintentionsiareitheimosticommoni
alternativeioperationalidefinitions.iTheseitestsiemphasizeiloyalty'sicognitivei"bias"iandi"psy
c hologicaliprocesses."

Healt
althiRelate
lated
diExp
Expense
nsesi
KSAiTECHNOPAKihasicreatediHealthiOutlooki2003,iainewisolutionithatideliversistrategicii
nsightsiintoiconsumerishoppingiandipurchaseibehavior.iAsideifromiconsumeriinformation,ic
omprehensiveihealthiprofilingiisicarriedioutitoidetermineidiseaseiincidenceiandiprevalenceiac
rossitheicountry.

8
Thisipan-
Indiairesearchimodelicoversiroughlyi10,000ihomesiinicitiesisuchiasiChandigarh,iDelhi,iJaipur
,iLucknow,iLudhiana,iCalcutta,iPatna,iBangalore,iChennai,iCochin,iHyderabad,iMadurai,iA
hmedabad,iIndore,iMumbai,iNagpur,iPune,iandiSurat,iprovidingihugeiresearchidepths.iSECi
A,iB,iandiCiareiincludediinitheirichirespondentiprofile,iprovidingigoodidemographicicoverage
.

AccordingitoiHealthiOutlook,ihealthiconsumesiroughlyi9.4%iofitheiIndianiconsumer'siwalleti
andihasibeeniincreasingioveritheipastithreeiyears.iThisimoneyigoesionihealthisupplements,ihea
lthidrinks,ifeesiforidoctorsiandiconsultants,imedicines,imedicaliinsurance,iandiregularichecku
ps,iamongiotherithings.

Onlyi9%icameifromiemployersioriinsurance,iwithi91ipercenticomingifromiout-of-
pocketiexpenses.iAccordingitoianianalysisioficonsumeridrugipurchaseibehaviour,i59%ioficon
sumersiuseiexistingiprescriptionsiandi29%iuseiover-the-
counterimedications,iimplyingithati88ipercentioficustomersiself-medicate.

Qualityifactorsihaveitheigreatestiimpactioniconsumeriviewsiofihealthidrinks.iInisomeicircumst
ances,iethicaliconsiderationsiareisignificant,ialthoughitheyimayibeiexaggerated.iTestsiinvolvi
ngiaiseriesioficonsumeripanelsiandisensoryievaluationilookediintoitheirelationshipsibetweenic
onsumers'iawarenessiofihealthyidrinks,ipricing,iandiperceivedifoodiquality.iInstrumentalianal
yticalidataiwasialsoimatcheditoisensoryiresponses.iOverall,ithereiwasinoicorrelationibetweenip
anelists’iperceptionsiofihealthidrinksianditheirisensoryisensations,iaccordingitoitheifindings.i
Organiciitemsiwereiseeniasiexcessivelyiexpensiveibyi80%iofitheipanelists,iyetitheyiwouldibeip
urchasediifitheyiwereilessiexpensive.iHowever,itheistudyifoundithatiafteripeopleihaveimadeiai
productichoiceibasedionisensoryifeatures,itheyiareiunlikelyitoichangeitheiriminds.iThisihasisig
nificantiramifications,iimplyingithatinotionlyitheiprice,ibutialsoitheisensoryiqualityiofiaihealthi
drinkimustibeiaddressediiniorderiforimosticonsumersitoimakeirepeatipurchases.

Itiisiwidelyibelievedithaticustomeriapprovaliofidrinksiisimostlyidrivenibyisensoryiperception,i
withiperceivedivalueiforimoneyihavingiaiconsiderableiinfluenceionidecision.iInisomeicircums

9
tances,iethicaliconsiderationsiareisignificant,ialthoughitheyimayibeiexaggerated.iAlthoughith
ereihaveibeenicomparisonsibetweeniorganiciandiconventionalibeveragesiforiaivarietyiofifeatu
res,inoiresearchihasibeenidoneionimeasurementsiofitheiqualityiofihealthidrinksiasiperceivedibyi
consumersiusingiobjectiveisensoryievaluationimethods,ioritheiimpactiofipreconceptionsionipe
rception.iTheigoaliofithisistudyiwasitoiseeiifithereiwasiailinkibetweeniobjectiveiqualityimeasur
ements,isuchiasisensoryiqualities,iandicustomerievaluationiofiorganiciandicommerciallyimad
eihealthidrinkiproducts.

Approximatelyitwo-
thirdsiofitheicustomersipolledibelievedithatihealthidrinksiareigoodiforitheienvironment,iandi55
%iclaimedithatitheyiareihealthier.iHowever,ithereiwasisomeimisunderstandingioveritheiusagei
ofipesticidesiandichemicals.iFewipeopleiidentifyihealthidrinksibasedionitheiriappearanceiorifl
avour.iTheiappearanceiandiflavouriofihealthidrinksiwereimoreilikelyitoibeimentionedibyibuyer
s,ialthoughienvironmentaliprotectioniremaineditheimostiimportantibenefit.iBuyersiwhoibelie
veithatihealthidrinksiareisuperiorialsoiperceiveithatitheyiareimoreicostly.iAccordingitoitheifindi
ngs,i80%ioficustomersibelieveihealthidrinksiareiexcessivelyipricey,
i

10
III. iRESEARCH
ARCHiMETHO
ETHOD
DOLOG
OLOGY

Objectiv
jectiveeioritheoreti
eticaliframework
Theiobjectiveiofithisiresearchiisitoiidentifyitheifactorsithatiinfluenceiaipersoniwhileimakingiaid
ecisionitoibuyiaicertainibrandiofimalt-basedihealthidrink.i
AsiindicatediinitheiLiteratureiReview,iindustryianalystsiclaimithatithisisectorihasirisenisolelyid
ueitoipromotions,iandithatinothingielseiappearsitoibeiworkingiatitheimoment.iAsiairesult,ithisist
udyishouldiideallyibeiableitoibringitoilightisomeimoreiaspectsithatimayicontributeitoitheisegme
nt'sigrowth.
Theiinvestigationishould,iatitheiveryileast,iconfirmiexistingiassumptionsiaboutitheirelevantiel
ements.iItishouldibeiableitoiverifyithatitheiactionsitakenibyivariousifirmsitoiboostivolumesiareii
nitheiproperidirectioniandiwillieventuallyiresultiiniaigainiinimarketishare.

ResearchiQuestions
I. Whatiareitheivariousi"CustomeriSegments"ibasedionicustomeripreferences?
II. Whatiareitheivariousiaspectsithatiimpactiaicustomer'sidecisionitoipurchaseiaiHealthiFoo
diDrink?
III. WhoiInfluencesiiniHealthiFoodiDrinksiPurchaseiDecisions?

11
Ide
Identification
ioniofiinforma
rmationineed
eeded
Afterideterminingitheigoal,iweibeganiintensiveiresearchionitheisubject,i"WhatidoiHealthyiFoo
diDrinksimean?"iwasitheiveryifirstiquestioniweineededitoianswer.
Asiairesult,iweifocusedionimalt-basedihealthyidrinksilikeiBournvitaiandiHorlicks.

Theiensuingireadingsiaidediusiinicomprehendingiconsumerihabitsiandiperceivedineedsiforiaih
ealthibeverage.iAsiairesult,iwe'veicompilediailistiofifactorsithaticaniimpactiaiconsumer'sidecisi
onitoibuyiorinotibuyiaihealthidrink.
Thei"ConsumeriBehaviour"istudyishedsilightionitheimosticommoniconsumeribuyiinfluencers
,isuchiasiprice,inutrition,ipalatability,iandipackaging,iwhichiareiallicoverediinitheiquestionnair
e'sipurchaseiinfluenceivariables.
Accordingitoitheiliteratureioni"IndianiNourishment,"itheiIndianiconsumeriisibecomingiincrea
singlyihealth-conscious,iindicatingithatithereiisiailargeimarketiforihealthibeveragesiiniIndia.

Nowadays,iaifamily'sidecisionitoipurchaseiaiHealthiDrinkimightibeiinfluencedibyiaivarietyiofif
actors.iPromotions,idoctor'siadvice,ipeerigroupichatsianditheichildren'siownichoicesiareiallipo
ssibleisources.
Becauseitheimalt-basedihealth-
drinkicategoryiisiseparatediintoitwoicategories:ibrowniandiwhite,iitiwasidetermineditoiresearc
hitheileadingibrandsiinibothicategories.iWeiwentitoinumerousiretaililocationsiiniSouthiDelhiitoi
findioutiwhichibrandsiwereitheimostipopular.iWeihypothesizedithatitheimostivisibleiandireadil
yiavailableibrandsiareitheimostipopular,ibecauseishopsiwouldionlyistockibrandsithatigenerateit
heimostisales.
Theiresearchiteamidiscussediandiscreenedialliofitheiidentifiedicriteria.iFactorsithatididn'titrans
mitimuchididn'tisoundiauthentic,iorididn'tidifferimuchifromiotherifactorsiwereideletediduringit
hisiphase.

12
IV. IRESEARCH
ARCHIDESIG
SIGN

Theimethodologyiuseditoiunderstanditheiconsumeribehavioritowardsihealthyifoodidrinkiisiasi
showniinitheifigureibelow.

4.1 iPrel
reliminaryiInv
Investigationi
Thisiphaseientailediaipreliminaryiresearchiofitheidifferentiaspectsithaticouldiinfluenceitheicon
sumer'siimpressioniofivariousibrandsiand,iasiairesult,iinfluenceitheiconsumer'sibuyingidecisio
ns.iToidetermineitheivariousicomponents,iweibasicallyiusedithreeimethods.iTheisecondaryida
taigatherediwasievaluatediiniorderitoihaveiaibetteriunderstandingiofitheipresentistateiofitheiheal

13
thidrinksimarket.iTheisecondaryidataianalysisialsoiassistediusiiniidentifyingivariousiattributesi
thatiinfluenceitheihealthidrinksicategory.
4.2 Collect
ollectio
ion
niofiQuantitativeidata
Mea
Measur
suremen
mentiandiratingimehtod:
od:iRespondentsievaluateionlyioneiobjectiatiaitimeioniainonc
omparativeiratingiscale,iwhichiisiwhyinoncomparativeiscalesiareicommonlyireferreditoiasimo
nadiciscales.i
Toiscoreitheioptionsiforibuyiconsiderationsianditheisourcesiofipurchaseidecisions,iweiemploy
ediaicontinuousiratingisystem.
i

Questionnai
ionnaire
reiDesign
ign:iThisiphaseientailedicreatingiaiquestionnaireibasedionitheiidentifiedip
robableielementsithatiinfluenceiconsumeribehaviour.iTheiinformationineedediwasiidentifiedi
afteriailistiofiresearchiconcernsiwasicreated.iTheiquestionsiwereitheniwrittenitoimeetitheiinfor
mationineedsithatihadibeeniestablishediearlier.

Sur
Survey:iTheisurveyiquestionariesiwereifediintoiaigoogleiformianditheiformiwasicirculatediwit
hiniourinetworkithroughisocialimediairequestingisupportiforiourismalliresearchitoidemonstrat
eitheiunderstandingiofiresearchimethods.i

4.3 Samplin
lingiProcess

Targ
argetiPopula
pulattion
ion:iTheitargetipopulationiisiaigroupiofiobjectsithatiprocessitheidataitheiresear
cheriisisearchingiforiandifromithatiinferencesiareitoibeidrawn.iUsers,idecision-
makers,iandibuyersiofihealthifoodidrinksimakeiupiouritargetidemographic.iTheiusersiincludeib
othiyoungiandioldipeople.iTheimajorityiofitheidecidersiandicustomersiareihousewivesiwhoipur
chaseitheiproductifromitheimarket.

SampleiSize:iItiindicatesihowimanyiaspectsiwillibeiincludediinitheiinvestigation.iTheisamplei
sizeichoseniisiquiteismallidueitoitimeirestrictions.

14
Samplin
lingiTechn
echniique:
que:iForisampling,iaicombinationiofiquotaiandistratifiedimethodsiwereiutil
ized,iwithispecialiattentionipaiditoigettingiresponsesifromicustomersiofialliagesiandifamilyisiz
es.
V. DATA ANALYSIS
I I I

5.1 iDataiAnalys
alysisiPlan
lan

Thisisectionidemonstratesihowitheiquestionnaireiwasiuseditoiextractitheidataineededitoiaddres
sitheithreeimainistudyiquestions.
Q1iSurveyiinvolvediaskingitheirespondentsiifitheyiuseihealthidrinkiinitheirifamilyioribyithem.iT
heiquestionnaireiwereinotishownitoitheirespondentsithatianswerediNOitoithisiquestion.iThesei
samplesiareinotiincludediinitheiconsideredisampleisizeiofi60.

Q2itoiQ6iofitheiquestionnaireiasksiaboutitheigeneralidetailsiaboutitheirespondenti(age,ieducati
onaliqualification,iannualiincome,ifamilyisizeiandinumberiofichildreniinitheifamily.iQ4iasksia
boutitheinumberiofifamilyimembersiandiQ6iaskediaboutitheinumberiofichildreniinitheirifamily.i
i

Q7iasksiaboutitheiribrandipreferenceiofitheihealthidrink.i

Q8iasksitheirespondentsitoirateitheiimportanceiofitheifollowingipurchaseiconsiderationsioni
aiscaleiofi1(Lessiimportant)itoi5i(HighlyiImportant):

a) Nourishmenti
b) Colouriiiiiiiiiiiiiiiiiiiiiii
c) Palatabilityi
d) Economy
e) Shelf-presence
f) Packagingi
g) BrandiImagei
h) Promotionsi

15
Followingiairigorousisecondaryidataianalysis,itheseiattributesiwereichosen.iSomeiofitheseicha
racteristics,ihowever,imayihaveiaisimilariimpactioniconsumeripreference.iAsiairesult,iweidoiai
factorianalysisitoidetermineiwhichifactorsioneiorimoreiofitheiaboveivariablesibelongito.

Q9iasksitheirespondentsitoirateitheiSourcesiofiInformationiinfluencingitheiPurchaseiDecision.
i Theifollowingisourcesiwereiconsidered:
a) Advertisement
b) Children
c) Doctor
d) Family
e) Pastiexperience
f) Retailer
g) Wordiofimouth
Theirespondentsiwereiaskeditoirankitheifactorsiiniorderiofiimportance.i

Q10iaskitheirespondentsitoiscoreieachiofitheibrandsionitheivariousiproductiattributesioniaiscale
i ofi1i–i5.
Fiveimajorisellingibrandsiwereitestedionitheivariousiproductiattributesimentioned.iTh
eibrandsiincludediinitheitestiwere:
a) Boost
b) Bournvita
c) Complan
d) Horlicks
e) Milo

Q11iandiQ12iareiuseditoiunderstanditheibrandiloyaltyiofitheirespondentitowardsitheihealthidri
nkiandithusiqueryingiaboutitheiriswitchingipattern.

Q13iInithisiCustomersiwereiaskediaboutitheiriperceptionsiofieachiofitheimainibrandsiofihealthi
drinksiavailableionitheimarketitodayiiniorderitoiidentifyitheiBrandiPersonality.iIt'sicrucialitoiu
nderstandithatitheseiaren'titheiqualitiesithatitheidrinkiclaimsitoihaveiiniitsiadvertisingiandiotheri

16
marketingimaterials.iForiexample,iBoost'sicampaigniassertsithati"Boostiisitheisecretiofimyien
ergy,"iyetiitiisitheitraitsithatitheiclientibelievesitheidrinkipossessesithatiareiimportant.iAsiairesul
t,iifirespondentsiassociateispiritednessiwithiBoost,ithisiindicatesithatiBoost'simarketingistrate
gyiisiworking.iOtheriplayersiinithisiareaiwouldibenefitifromitheianswersitoithisiquestionisinceit
heyiwouldilearnithatitheiripromotionsiaren'tiworkingiandiwouldibeiencourageditoirefocusithei
rimarketingiefforts.iModesty,iHonesty,iCheerfulness,iBoldness,iSpiritedness,iReliability,iSo
phistication,iToughness,iandiRuggednessihaveiallibeenihighlightediasikeyiattributesiiniadditi
onitoispiritedness.

5.2 iMeth
Methodology

Questionnai
ionnaire
reiRefining:iTheiquestionnaireiisidouble-
checkediforiaccuracyiandiqualityiofiinterviews.iEditingiisitheiprocessiofigoingioveritheiquesti
onnaireiwithitheigoaliofiimprovingiitsicorrectnessiandiprecision.

Collat
llation
ioniofiData:iTheiinformationiisigatherediinianiexcelispreadsheetiandipreparediforistatis
ticalianalysis.iTheidataiwasialsoiviewediiniSPSSiforifurtherianalysis.

Choice
oiceiofiStatist
isticaliAna
Analys
lysisiTech
echnique
ques:i
Descriptiv
criptiveeistatis
tistic
tic:iAidescriptiveitestiwasiconductedionitheiresultsiofitheisurveyiiniorderitoic
ompareitheimeansiofitheiranksiforitheifactorsiorisourcesiofiinformationitoifindioutitheimostiimp
ortantiinfluencingitheipurchasingidecision.i

Anova
ova:iTheioneiwayiAnovaitestionitheiscoresiofithesei8icomponentsiisiuseditoiinvestigateithei
varianceiofitheicharacteristicsioriproductifeaturesithatihaveitheigreatestiinfluenceiamongitheiv
ariousidemographicigroups.

Facto
actorriAnalysis:iFactorianalysisicanibeiuseditoifactoritheinumerousivariablesithatirepresentith
eiproductifeaturesithatiinfluenceitheipurchasingidecision.iThisifactoringiofivariablesifacilitate
sitheiresearchioficustomeribehaviour.

17
Clus
ClusteriAnalysis:iUsingiclusterianalysis,itheisetiofirespondentsiwasisegmentedibasedionidemo
graphiciinformationisuchiasi'age-group,'i'income-
group,'ieducation,'ifamilyisize,'iandisoion,iiniorderitoidiscoveriuniqueiclustersibasedionitheseid
emographiciparameters.

5.3 iAnalys
alysisiandiInter
Interp
preta
retation
ion

Sources
rcesiofiknow
knowledgeitha
thatiimpac
impacttithe
theiPurch
rchaseiDeci
ecisioni

h) Advertisement
i) Children
j) Doctor
k) Familyimembers
l) Experience
m) Retailer
n) Wordiofimouth
Theirespondentsiwereiaskeditoirankitheifactorsiiniorderiofiimportance.iAidescriptiveitestiwasic
onductedionitheiresultsiofitheisurveyiiniorderitoicompareitheimeansiofitheiranksiforitheifactors.i
Theiresultsiofitheitestiareiasishownibelow:

N Mean Std. Deviation Std. Error Mean

Advt 57 3.63 1.665 0.221
Children 57 4.18 2.197 0.291
Doctor 57 3.33 1.816 0.241
Family 57 3.26 1.675 0.222
Experien 57 3.42 2.044 0.271
Dealer 57 5.7 1.511 0.2
wrd_mth 57 4.04 1.832 0.243
i

Withiai95%iconfidenceilevel,iweicanideclareithatithereiisiaisignificantidifferenceibetweenitheir
anksiofitheicomponentsibasedionitheiresults.
Thei"Familyidoctor"iandithei"Family'siinfluence"iareitheitwoimostiessentialiaspectsithatiemer
geifromitheitestsiasiaiwhole.iTheiimplicationsiofithisifindingiforiproductiplacementiareisignific
ant.iWeicaniargueithatihealthifoodidrinksishouldiappealitoitheientireifamily,inotijustiaispecificia

18
geigroup.iDoctorsicanibeipowerfuliinfluencersiandiopinionileaders,ithusitheyishouldibeitargete
diiniproductimarketing.iSomeicompaniesihaveibegunipromotingitheiriproductsiusingicompari
soniadvertisementsithatiincludeidoctoritestimonies.

Aiseconditesticonductedisameiwayiconsideringitheicasesiwhereitheipeopleiareihavingikidsiinit
heifamily.iTheiresultsiareiasishownibelow

N Mean Std. Deviation Std. Error Mean

Advt 28 3.39 1.595 0.301
Children 28 3.54 2.285 0.432
Doctor 28 3 1.61 0.304
Family 28 3.64 1.393 0.263
Experien 28 3.68 2.109 0.399
Dealer 28 5.93 1.783 0.337
wrd_mth 28 3.96 1.527 0.289
i I
nicomparisonitoitheifirstisituation,iweiseeithatitheitwoimostiessentialicomponentsiareidifferent
.i"FamilyiDoctor"iandi"Advertisement"iareitheitwoimostiimportantifactorsithatiwereiderivedif
romitheitest.iAsiairesult,iitimayibeiinferredithatiadsihaveiaisignificantiimpactionifamiliesiwithic
hildren,iandithusionitheichildrenithemselves.i

Produc
oductiCharac
Charactters
ersiImpactin
acting
githe
theiPurch
rchaseiDecision

Theifollowingiproductiattributesiwereiidentifiediasiinfluencingitheipurchaseidecision
siofitheicustomers:
a) Nourishmenti
b) Colouriiiiiiiiiiiiiiiiiiiiiii
c) Palatabilityi
d) Economy
e) Shelf-presence
f) Packagingi
g) BrandiImagei
h) Promotionsi

19
Oniaiscaleiofi1itoi5,iwithi5ibeingitheimostiimportant,irespondentsiwereiaskeditoirateitheiimport
anceiofitheicriteria.iToidetermineitheimostiessentialielements,itheiscoresiofitheifactorsiwereisu
bjecteditoiait-
test.iWithiai95%iconfidenceilevel,itheitestishowsithatithereiisiaisignificantidifferenceibetweenit
heiscoresiofitheiindividualicomponents.iTheiresultsiofitheitestiareiasishownibelow:i

N Mean Std. Deviation Std. Error Mean

Nourish 57 4.21 1.065 0.141
Colour 57 2.56 0.945 0.125
Plty 57 4.56 0.682 0.09
Economy 57 3.02 1.009 0.134
Shelf 57 3.23 0.964 0.128
Pkg 57 2.89 0.939 0.124
Brand 57 3.96 0.981 0.13
Promotion 57 2.95 1.141 0.151
i

Theiresultsishowithatithei"Palatability"iandi"Nourishment"iperceptionsiinicustomers'ithought
siareitheitwoimosticrucialiproductifeaturesiinimakingiaipurchaseichoice.iTheseielementsiappea
ritoibeitheisameiregardlessiofiwhetheriorinotitheihouseholdihasichildren.

Weialsoianalyzeditheivarianceiofitheseifactorsiamongivariousigroupsithroughitheione-
wayiAnovaitestionitheiscoresiofithesei8ifactors.iWeistudieditheivarianceiofitheimeaniscoresiofit
heseiattributesiamongitheivariousigroupsidifferentiatedibyitheifollowingifactorsilikeiIncome,i
Education,iAge,i&Familyisize

TheiresultsiofitheiAnovaitestsiwhichiwereiconductedionitheidataiareiasishowniinitheitableibelo
w

OneiwayiAnovaiofiproductiattributesivs.iidifferentiincomeigroups

20
 ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups 3.158 3 1.053 0.925 0.435
Nourish Within Groups 60.316 53 1.138
Total 63.474 56
Between Groups 2.407 3 0.802 0.893 0.451
Colour Within Groups 47.629 53 0.899
Total 50.035 56
Between Groups 1.826 3 0.609 1.333 0.274
Plty Within Groups 24.209 53 0.457
Total 26.035 56
Between Groups 2.247 3 0.749 0.725 0.541
Economy Within Groups 54.736 53 1.033
Total 56.982 56
Between Groups 1.371 3 0.457 0.478 0.699
Shelf Within Groups 50.664 53 0.956
Total 52.035 56
Between Groups 3.997 3 1.332 1.556 0.211
Pkg Within Groups 45.371 53 0.856
Total 49.368 56
Between Groups 5.058 3 1.686 1.829 0.153
Brand Within Groups 48.871 53 0.922
Total 53.93 56
Between Groups 0.106 3 0.035 0.026 0.994
Promotion Within Groups 72.736 53 1.372
Total 72.842 56

21
 OneiwayiAnovaiofiproductiattributesivsiidifferentieducationigroups

ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups 7.798 5 1.56 1.429 0.23
Nourish Within Groups 55.675 51 1.092
Total 63.474 56
Between Groups 2.647 5 0.529 0.57 0.723
Colour Within Groups 47.388 51 0.929
Total 50.035 56
Between Groups 3.428 5 0.686 1.547 0.192
Plty Within Groups 22.607 51 0.443
Total 26.035 56
Between Groups 5.33 5 1.066 1.052 0.398
Economy Within Groups 51.653 51 1.013
Total 56.982 56
Between Groups 7.703 5 1.541 1.772 0.135
Shelf Within Groups 44.332 51 0.869
Total 52.035 56
Between Groups 3.625 5 0.725 0.808 0.549
Pkg Within Groups 45.744 51 0.897
Total 49.368 56
Between Groups 2.186 5 0.437 0.431 0.825
Brand Within Groups 51.744 51 1.015
Total 53.93 56
Between Groups 9.251 5 1.85 1.484 0.211
Promotion Within Groups 63.591 51 1.247
Total 72.842 56

22
 OneiwayiAnovaiofiproductiattributesivsiidifferentiageigroups

ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups 29.336 4 7.334 11.172 0
Nourish Within Groups 34.138 52 0.656
Total 63.474 56
Between Groups 6.185 4 1.546 1.834 0.136
Colour Within Groups 43.85 52 0.843
Total 50.035 56
Between Groups 0.928 4 0.232 0.48 0.75
Plty Within Groups 25.107 52 0.483
Total 26.035 56
Between Groups 12.452 4 3.113 3.635 0.011
Economy Within Groups 44.53 52 0.856
Total 56.982 56
Between Groups 0.838 4 0.21 0.213 0.93
Shelf Within Groups 51.197 52 0.985
Total 52.035 56
Between Groups 3.625 4 0.906 1.03 0.401
Pkg Within Groups 45.744 52 0.88
Total 49.368 56
Between Groups 4.031 4 1.008 1.05 0.391
Brand Within Groups 49.899 52 0.96
Total 53.93 56
Between Groups 6.659 4 1.665 1.308 0.279
Promotion Within Groups 66.183 52 1.273
Total 72.842 56

23
 OneiwayiAnovaiofiproductiattributesivsidifferentifamilyisizeigroups

ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups 8.4 3 2.8 2.695 0.055
Nourish Within Groups 55.073 53 1.039
Total 63.474 56
Between Groups 2.709 3 0.903 1.011 0.395
Colour Within Groups 47.326 53 0.893
Total 50.035 56
Between Groups 0.866 3 0.289 0.608 0.613
Plty Within Groups 25.169 53 0.475
Total 26.035 56
Between Groups 6.897 3 2.299 2.433 0.075
Economy Within Groups 50.085 53 0.945
Total 56.982 56
Between Groups 3.485 3 1.162 1.268 0.295
Shelf Within Groups 48.55 53 0.916
Total 52.035 56
Between Groups 2.823 3 0.941 1.072 0.369
Pkg Within Groups 46.545 53 0.878
Total 49.368 56
Between Groups 1.027 3 0.342 0.343 0.794
Brand Within Groups 52.903 53 0.998
Total 53.93 56
Between Groups 7.117 3 2.372 1.913 0.139
Promotion Within Groups 65.726 53 1.24
Total 72.842 56

i Withiniai95ipercenticonfidenceirange,iweifindinoisignificantichangesiinitheiscoresiofiproductif
eaturesiinidifferentigroupsiasicharacterizedibyi"Income,"i"Education,"iandi"Familyisize."
However,ithereiisiaimajoridifferenceibetweenihealthifoodidrinks'i"Nourishment"iandi"Econo
my"iproductiqualities.iThei"Nourishment"ifeatureibecomesiparticularlyisignificantiforithosei
overitheiageiofi60,iasievidencedibyitheimeaniscores.iItiisialsoicriticaliforipersonsiunderitheiagei
ofi20,ii.e.ithoseiunderitheiageiofi20.iHowever,iitidoesinotiappearitoibeisubstantialiforipersonsiag
edi33itoi45.

24
Theipieichartidepictsitheinumberiofirespondentsiwhoiconsumeditheivariousibrands.iAsicanibei
seenifromitheigraph,iBournvitaiisitheimostipopularibrand,icloselyifollowedibyiHorlicks,iwhilei
theiotheribrandsididinotireceiveiaisignificantiresponseifromiourisurvey.iTheianalysisiandioutco
meiofitheidifferentibrandsionidifferentifactorsiisiasifollow:
a) Nourishment:iHorlicksioutperformsialliotheribrandsiwheniiticomesitoitheinutrien
ticontentiofitheiproduct.iSurprisingly,iComplanicomesiinisecondiplaceioveriBourn
vita,idespiteitheifactithatitheibrandihasiailittleifollowingiiniouristudy.
b) Colour:iTheitwoibrandsiwithihighestimainiscoresiareiagainiBournvitaiandiHorlick
s.iThisiindicatesithatibrownishiningicolouriofiBournvitaiisilikedibyimany.
c) Palatability:iBournvitaireceivesiaisubstantiallyihigheriscoreithanitheiothers,iinike
epingiwithiCadbury'siflavouritradition.iHorlicksiisitheisecondibrand.

d) Economy:iBournvitaicomesioutionitopiinitermsioficost-
effectiveness,ifollowedibyiHorlicks.iThisiindicatesithatitheiproduct'sipriceiisiconsi
deredicompetitiveiinitheihealthifoodiandibeverageisector.
e) Shelfipresence:iHorlicksihasitheihighestiaverageiscoreiinithisicategory,ifollowedi
byiBournvita.iThisihasitoidoiwithitheibrandsithatilookitoibeitheibestiforiHorlicksiinit
ermsiofidistribution.
f) Packaging:iHorlicksiandiBournvitaionceiagainioutperformitheicompetitioniiniter
msiofipackageiperception.iThisicouldibeiowingitoitheilargeinumberiofiSKUsioffere
diasiwelliasitheimanyitypesiofipackagingicontainers.
g) BrandiImage:iBournvitaihasitheigreatestiaverageibrandiimageiscore,ifollowediby
i Horlicks.iThisimeansiBournvitaihasiailotiofiadvertisingiandiimageiconnotations.
h) Promotionalischemes:iOnithisicriterion,iBournvitaicomesioutionitop.iHorlicks,it
heiothericloselyifollowingibrand,iappearsitoibeiunderperformingiinithisiarea.iBoos
t,ionitheiotherihand,iexcelsiinithisiarea.
Asiairesult,iweicaniconfidentlyiassertithatitheimarketileadersiareitheibrandsithatiscoreihighlyion
i alliofitheiaboveicriteria.
Brand
randiLoyaltyiAmon
mongiCus
Customer
tomerss
Theisurveyiparticipantsiwereiaskediwhetheritheyiswitchedibrandsifrequentlyioristaye
diwithioneibrand.iWeicaniseeifromitheipieichartithatitheigreatimajorityiofipeopleineveriswitchih

25
ealthifoodidrinkicompanies.iOnlyiabouti20–
25ipercentiofipeopleiswitchibrandsioniairegularibasis.

Brand switching

5%

28% Never switch brands

Sometimes switch brands

Frequently switch brands
67%

Anotherisubjecticoncernediwhatishouldibeidoneiifiaimerchantidoesinotihaveiaibrandithatiaicust
omeridesires.iThisishowsithationlyiroughlyi20–
25ipercentiofibuyersiwillipurchaseiaidifferentibrandiifitheichosenibrandiisinotiavailableiinitheist
ore.iTheisurvey'sioutcomeiisidepictediinitheipieichartibelow.

Action if brand not present

28%

51% Go to another shop

Buy another brand Ask retailer to buy

21%

VI.I RESULTS

26
Cust
ustomeriSegmentation

Cluster
usteriAnalys
alysis

 Clus
Clusteri1:iValue-Seekers
FamilyiSize:iGreaterithanioriequalitoi3
Sizeiofitheicluster:i27iParticipants

 Clus
Clusteri2:iQuality-Seekers
FamilyiSize:iLessithanioriequalitoi2
Sizeiofitheicluster:i30iParticipants
Singles,iaiyounginewlyimarriedicoupl
e

Purch
rchaseiInf
Influe
luenceiFactors
Twoimostiimportantifactorsiforifamilies:
 Doctor
 Famil
milyimembe
mbers

Twoimostiimportantifactorsiforifamiliesiwithikids:
 Doctor
 Advertisements/Promotion

BrandiLoya
Loyalty

 Customersimostiofitheitimeigoiwithioneibrandiandidon’tiswitch
 Scoresifoundiforidifferentibrandsiwereinotiofimuchidifference.

27
VII.Questionnaire

28
29
30
31
32
33
34
VIII. IIIREFERENCE
NCES
HTTPS://WWW.HSPH.HARVARD.EDU/NUTRITIONSOURCE/HEALTHY-DRINKS-
FULL-STORY/

HTTPS://WWW.HSPH.HARVARD.EDU/NUTRITIONSOURCE/HEALTHY-DRINKS/

HTTPS://CONSUMERAFFAIRS.NIC.IN/SITES/DEFAULT/FILES/FILE-
UPLOADS/CTOCPAS/HEALTH_DRINK.PDF

HTTPS://PAPERS.SSRN.COM/SOL3/PAPERS.CFM?ABSTRACT_ID=2433359

HTTPS://WWW.NCBI.NLM.NIH.GOV/PMC/ARTICLES/PMC3471136/

HTTPS://JAMANETWORK.COM/JOURNALS/JAMAINTERNALMEDICINE/FULLAR
TICLE/2772938

HTTPS://WWW.RESEARCHGATE.NET/PUBLICATION/258960048_FOOD_NUTRITIO
N_AND_BEVERAGE

HTTPS://WWW.RESEARCHGATE.NET/PUBLICATION/330947414_THE_STUDY_ON_
EFFICIENT_COLD_CHAIN_LOGISTICS

HTTPS://FOOD.NDTV.COM/RECIPE-RICE-PAPER-VEGGIE-WRAPS-WITH-
PROTEIN-955428

HTTPS://WWW.TASTE.COM.AU/GALLERIES/FINGER-FOOD-GOES-PERFECTLY-
DRINKS/MIARAIC5

35