A Summer Internship Project Report

On

“FACTORS AFFECTING CONSUMER BUYING PREFERENCE

FOR JUICES IN PUNE”

A Study conducted For The Company

FOOD SYSTEMS ASIA,PUNE

By

More Vaishnavi Vilas

Submitted to,

“Savitribai Phule Pune University”

In partial fulfillment of the requirement for the award of the degree of Master of
Business Administration (MBA) 2019-2020

Through,

“Akemi Business School”

Sr.No. 30/3/1,30/4/A,30/4/B,Buchadewasti,Near Akshara International

School,Village-Marunji, Tal-Mulshi,Dist.-Pune.Pune-411057.
Maharashtra,India
 STUDENT CERTIFICATE

This is to certify that Miss. Vaishnavi More who is a Bonafide student of Akemi Education
Society’s ‘Akemi Business School’, Pune, has worked on Project titled “FACTORS
AFFECTING CONSUMER BUYING PREFERENCE FOR JUICES IN PUNE” and has
successfully completed the project work in partial fulfilment of the requirements of Savaitribai
Phule Pune University for the Award of Degree of Master’s in Business Management (M.B.A.)

This report is the record of Student’s own efforts under our supervision and guidance.

________________ _______________________
Internal Guide Director, Akemi Business
School
 DECLARATION

I am More Vaishnavi Vilas, student of MBA (Sem-3), Akemi

Business School, Pune, hereby declare that the Summer Training Project title
“Factors affecting consumer buying preference for juices in Pune” is the
outcome of my own research and prepared by me and the same has not been
submitted to any other university or institute for the award of any degree or
diploma.

I have submitted the copy in this college, and therefore it is sole

property of institute. Any use of this project without the prior written
permission of the institute or me will be considered illegal and actionable.

Place: Pune

Date:

More Vaishnavi Vilas

 ACKNOWLEDGEMENT

It is not possible to complete work without the help of others. A

number of individuals have helped me in this endeavor. I shall be failing in
my duty if I do not express my heartiest thanks and deep sense of gratitude to
all those persons who have helped me in carrying out this research work.

The path to success is never smooth and simple to achieve. However,

my mentors help me to reach beyond my potential. My project would remain
partial without acknowledging people who encouraged me to achieve a
milestone. I privileged to pay our sincere gratitude towards for providing their
valuable guidance and encouragement throughout the project for keeping my
moral up and making it possible to complete and submit this in time. I am
equally grateful to all my other teachers for their complete support.

It would be unfair on my part if I do not thank our college for their

continuous help without which this work could never have accomplished. I
am grateful to my friends for supporting. I am grateful to all of them standing
with me and supporting me in this project.

Place:

Date:

More Vaishnavi Vilas

LIST OF ABBREVIATIONS

FSA – Food Systems Asia

Rs – Rupees

RSP – Retail selling price

USA – United States of America

UK – United Kingdom

PET – Polyethylene terephthalate

P.I.E – Potential Industry Earning

R & D – Research & Development

NCR – National Capital Region

HFD – Health food drinks

GSKCH – Glaxo Smith Kline Consumer Healthcare

GDP – Gross Domestic product

IEC – International Electro technical Commission

APEDA – Agricultural and Processed Food Product Exports Development Authority

FSSAI – Food Safety and Standards Authority of India

ATL – Above the Line

BTL – Below the Line

 LIST OF TABLES

Table No. Table Name Page No.

1 Research Methodology 37
 LIST OF FIGURES

Figure no. Figure Name Page no.

1 Drinking Pattern of Juices 43

2 Juices Prefer By Consumer 44

3 Brand Prefer by Consumer 45

Packaging Prefer by
4 Consumer 46

5 Consumer Awareness 47
Flavors Prefer by
6 Consumer 48
Prices Pay For Juices by
7 Consumer 49

8 Consumer Preferences 50

9 Consumer Concerns 51
Factors Matter While
10 Buying the Juices 52
 INDEX

Chapter No. Topic Page No.

Chapter 1 Introduction 3

Chapter 2 Objectives 25

Chapter 3 Literature review 26

Chapter 4 Company profile 27

Chapter 5 Research Methodology 36

Chapter 6 Data analysis & Interpretation 43

Findings
Chapter 7  Observation 54
 Conclusion

Chapter 8 Learning from the project 58

Chapter 9 Recommendation & Suggestions 60

Chapter 10 Scope & Limitations 62

Chapter 11 Annexure 64
 EXECUTIVE SUMMARY

“Factors affecting consumer buying preference For juices in Pune”

FOOD SYSTEMS ASIA

3 Months

Marketing and R&D

The whole study or research explains about the consumer‟s buying behaviour and
their preferences regarding fruit juices. For this five brands were taken into
consideration Real, Real Active, B-natural, Tropicana and FSA (Juicewale). Basically
the emphasis was given to the Food Systems Asia. In this research I tried to know the
perception regarding the Fresh Gold juice. Consumer buying behaviour is a generic
term explains about the consumer choice or preference that they have for a particular
product. Consumer‟s buying behaviour tells the companies about the modifications or
features of the products. For this research some of the main features were taken into
consideration like flavour, availability, price, packaging and the most important
“awareness”. Because during research I came to know that there are so many people
who even don‟t know about the Food Systems Asia that there is such kind of fruit
juice available in the market. So I tried to focus on the awareness of the consumers.
After this there are so many competitors in the market like Real, Tropicana etc. but
the competition become tougher when we talk about the local juice makers and
sellers. The consumer gets confuse when he has got the more options at an affordable
price in respect of quality, availability, packaging etc. and choose the product in
which he feels the maximum satisfaction or the best deal. It is found from the research
that people go for the product which is easily available and affordable and also it
should be according to their parameters. The strategy for the product can be changed
by comparing the different factors that has obtained from the research. Allocation of
largest consumer is the important work for the producer so that they can match their
product nature with the preference of the consumer who are more willing to buy fruit
juices.

1
The packaged fruit juices market can be divided into three subcategories, viz. fruit
drinks, juices, and nectar drinks. Fruit drinks, which have a maximum of 30% fruit
content, are the highest-selling category, with a 60% share of the market. Frooti,
Jumpin, Maaza, etc. are the most popular products in this category. Fruit Juices, on
the other hand, are 100% composed of fruit content, and claim a 30% market share at
present. In contrast, nectar drinks have between 25-90% fruit content, but account for
only about 10% of the market.

My topic for this research was “Factors affecting consumer buying preference in
juices in Pune Market”. The objective of this research was to know the potential of
100% natural juices (without preservatives, sugar, & water) of Food Systems Asia in
the Pune. We did sampling of Food systems Asia juices for which we covered several
shops, restaurants like Rohit wadewale and many others to complete this research
successfully. Feedback of people was taken during sampling to know what are the
common likes and dislikes of people for the food systems Asia juices.

2
Introduction:-

(A) Present Scenario & Background:

India is the world's second largest producer of food next to China, and has the
potential of being the biggest with the food and agricultural sector. The total food
production in India is likely to double in the next ten years and there is an opportunity
for large investments in food and food processing technologies, skills and equipment,
especially in areas of Canning, Dairy and Food Processing, Specialty Processing,
Packaging, Frozen Food/Refrigeration and Thermo Processing. Fruits & Vegetables,
Fisheries, Milk & Milk Products, Meat & Poultry, Packaged/Convenience Foods,
Alcoholic Beverages & Soft Drinks and Grains are important sub-sectors of the food
processing industry. Health food and health food supplements is another rapidly rising
segment of this industry which is gaining vast popularity amongst the health
conscious. India is one of the worlds major food producers but accounts for less than
1.5 percent of international food trade. This indicates vast scope for both investors
and exporters.Food exports in 1998 stood at US $5.8 billion whereas the world total
was US $438 billion. The Indian food industries sales turnover is Rs 140,000 crore (1
crore = 10 million) annually as at the start of year 2000. The industry has the highest
number of plants approved by the US Food and Drug Administration (FDA) outside
the USA. India's food processing sector covers fruit and vegetables; meat and poultry;
milk and milk products, alcoholic beverages, fisheries, plantation, grain processing
and other consumer product groups like confectionery, chocolates and cocoa products,
Soya based products, mineral water, high protein foods etc. We cover an exhaustive
database of an array of suppliers, manufacturers, exporters and importers widely
dealing in sectors like the -Food Industry, Dairy processing, Indian beverage industry
etc. We also cover sectors like dairy plants, canning, bottling plants, packaging
industries, process machinery etc. The most promising sub-sectors includes -Soft-
drink bottling, Confectionery manufacture, Fishing, aquaculture, Grain-milling and
grain-based products, Meat and poultry processing, Alcoholic beverages, Milk
processing, Tomato paste, Fast-food, Ready-to-eat breakfast cereals, Food additives,
flavors etc.

3
The emerging trends in the market have confused producers to sell their products to
gain appropriate profit. India is growing day by day in various sector and preference
of people also changing according to change in business trends. Consumer buying
behaviour is different according to the product. This study shows the consumer
preference with respect to fruit juices. The demand towards the product can be known
from the demographic profile, density of population, retail links and their expectations
towards the product. Fruit juices now a day become a social drink which captured the
attention of each individual of the society. The restrictions for each type of alcoholic
drinks gave a ultimate way of demand for fruit juices. In Indian market the sever
completion among the producers have encouraged them to go for innovative ways.
The competitors have a strong belief towards their brand and products. Producers
have inverted their preferences for marketing their products near local consumers. The
consumers are mostly lean towards the brands which come across them in the daily
life while going through television, news papers, and magazines, banners displayed in
roads and from websites. The juice marked had turned into a competitive market as
there are similar competitors in the market serving same type of juice by different
brand name. The brand name of fruit juices have changed the consumer preferences
because of their easy availability, price, quality, packaging, quality etc. Here in this
case those type of fruit juices brand have taken into account who has their most
market shares in the market. The consumer buying behavior shows a way to the
competitors in what respect they can enhance themselves to exist in the market. The
blind interpretation of producer force itself towards severe loss. The perception
towards the individual product shows that whether the consumer will buy it or not.
The emerging changes observed in the different levels of consumers. The consumer
also changes their preferences according to their capability of buying for that
particular product. The distinct characteristics may sometimes attract the consumers
to buy the product which they can not have purchased before. The retail chain also
plays an important role towards it which shows the availability of product at the time
of need. The consumers are again distinguished into different age groups because of
their different consumption pattern of food. In some case it is observed that fruit
juices are only acceptable for sports person for energy aswell as for relaxation, but the
health consciousness factor has affected a lot each individual so that they can drink
fruit juices for good health. The campaign for fruit juices have solved much disbelief
among the consumers.

4
The study shows consumer buying behaviour by considering the product like
Tropicana, Real, FSA (Juicewale), B-natural and Leh berry. Some of the factors are
taken into consideration like price, brand, quality, consumer type and profession of
different consumers who purchase fruit juices. Their technique of buying is the key of
our study. The buying behaviour has an important role towards the growth of
individual product in the competitive market. The market is dynamic in nature and
needs innovations for existence.

5
 (B) Important of the project:-
To know about the various aspect of juice market and also how to penetrate in the
well established market. Some of the things are required to know, which are as given
below
(a) Fruit juice market and consumer behaviour
The market Scenario for the fruit juices
India produces about 9 million tons of fruits every year, growing at a rate of 12% per
annum. The total market for fruit juices is 230 million liters which includes both
packed and freshly made fruit juices. The proportion of packed fruit juices is small at
just 3.4 million liters just over 1% of market, but even this huge volume translate to
just 20 milli liters per capital consumption as against 45 liters in Germany, 42.5 liters
in Switzerland and 39 liters in USA. The key issue before the markets was to raise the
consumption of packet fruit juices. The consumer perception is not the constant one
for the different products available in the market. The perception of consumer
depends upon the advancement made by the producers which attracts consumers a lot
and holds the market share is huge manner. The market of fruit juices is concerned
about the facts behind fruit juices so the need for it is not diminishing but it is rapidly
increasing day by day. For every fruit juice there is certain amount of market share
but the real holding of market share depends upon the identity of the product by
tacking into account price, brand, quality, quantity, packaging availability, flavour etc.
The key Note Market Report on fruit juices and health drink covers the market for
fruit juice, health drinks and fruit drinks. In general, carbonates are excluded from this
report although drinks of this type also be fruit based. However, the is some overlap
with the carbonates sector as health drinks, which might be carbonated and available
in ready to drink formats of cordials are included. For Indians drinking juice is not a
new concept. Street corner vendors have been popular for years. Fruit juices in the
unorganized segment are considered cheaper and fresher by the consumers, even
though they are relatively unhygienic. The organized natural juice market is currently
in a nascent stage though it is growing at a healthy rate 35-40% per annum. This
market has had high entry barriers. Few customers are convinced about packaged
juice being preservative free, and therefore, as healthy as freshly squeezed juice. The
drinks market is relatively more mature and growing at a healthy at 20-25%. In 2003,
the total UK fruit juices and health drinks market was worth an estimated £ 2.19
billion at retail selling price (RSP), a rise of 6.6% on 2002.

6
Fruit juice was the largest sector in 2003, accounting for 40.2% of the total market.
Despite the relatively mature nature of the fruit juice sector, the market grew strongly
in terms of both value and volume between 1999 and 2003. In addition, fruit juices,
fruit drinks and health drinks recorded a high household penetration level. A number
of factors contributed to this growth, including the increasing interest in health and
diet, which is undoubtedly one of the main drivers. In general, fruit juices and health
drinks are regarded as healthy choices, certainly in comparison to alternative soft
drinks, such as carbonates. In addition, the strength of the economy and rising
household disposable income levels have contributed to the growth of premium-
priced products, such as freshly- squeezed juice. Over the next 5 years, key Note
forecasts that the fruit juices and health drinks market will remain healthy, with sales
growing by an average annual rate of just over 6%. Increasing concerns relating to
health and diet will play a major role in the market, as consumers move away from
products that are perceived as being unhealthy, such as carbonated soft drinks,
towards more natural alternatives, such as fruit juices. In addition, growing awareness
of the importance e of the Government‟s „five-a- day‟ campaign to increase fruit and
vegetable consumption will encourage new entrants into the market. In particular,
younger consumer might regard fruit juice as a convenient way of boosting their
consumption of fruit and vegetables. The fruit juice sector will be boosted by growing
demand for premium-priced products, such as smoothes. In addition, heavy marketing
expenditure and the introduction of new products that are fortified with vitamins and
other additives should help to drive sales. In some European countries, drink with
added vitamin A, C and E have proved very successful. Although this sector is still in
its infancy in the UK, it could show rapid growth over the next 5 years.

7
(b) Consumption habits:
81% of fruit juice consumption in India was unplanned and 38% was pure impulse.
Planned purchase of fruit juice was prevented only in metros. 60% of fruit juices
consumption happened outside the home. Fruit juice consumption was a group
activity-just 2% of the population had the fruit juice alone. Indians prefer “fresh
juices” made in front of their eyes. The origin of this preference lies in the belief that
is packed looses freshness. In the past 15 years, more than 10 brands of tetra pack and
bottled fruit juices have been launched in India. This brand also happen to be the tetra
packed fruit drinks and belonging to the largest soft drink manufacturer in India. In a
country used to having fresh food all the time, the consumer wanted to see the
product. In food products at time seeing is creating the impulse!! Tetrapack
manufactures have defined the basic need of Indian consumers by not allowing the
consumers to see the product. In a country like India which has limited budgets for
packaging given the low disposable income level and thereby the packed foods don‟t
carry very attractive and inviting pack graphics, the lack of transparency adds to
discomfort levels of the consumers. Research showed that more than 60% preferred to
see the fruit juice they were buying. India is becoming a country which wants western
style packing with Indian style taste and thins was posing a great challenge with
limited cold storage and cold chain capabilities. Vivita-a new entrant has tried to
overcome the “freshness of the juice” issue by packing fruit juices in aseptic PET
bottle with a no preservatives label. The consumer is reassured by being able to see
the product before buying.

8
(c) The latent demand and potential industrial earnings for fruit juices in India
The concept of is rather subtle. The term latent typically refers to something that is
dormant, not observable, or not yet realized. Demand is the notion of an economic
quantity that a target population or market requires under different assumptions of
price, quality and distribution, among other factors. Latent demand, therefore, is
commonly defined by economists as the industry earning of a market when that
market become accessible and attractive to serve by competing firms. Latent demand,
therefore, is commonly defined by economists as the industry earnings of a market
when that market becomes accessible and attractive to serve by competing firms. It is
a measure, therefore, of potential industry earnings (P.I.E.) or total revenues (not
profit) if India is served in an efficient manner. It is typically expressed as the total
revenues potentially extracted by firms. The “market” is defined at a given level in the
value chain. There can be latent demand at the retail level, at the wholesale level, the
manufacturing level, and the raw material level (the P.I.E. of higher levels of the
value chain being always smaller than the P.I.E. of levels at lower levels of the same
value chain, assuming all levels maintain minimum profitability). The latent demand
for fruit juices in India is not actual or historic sales. Nor is latent demand future sales.
In fact, latent demand can be either lower or higher than actual sales if a market is
insufficient (i.e. not representative of relatively competitive levels). Inefficiencies
arise from a number of factors, including the lack of international openness, cultural
barriers to consumption, regulations, and cartel-like behaviour on the part of firms. In
general, however, latent demand is typically larger than actual sales in a market. As
mentioned in the introduction, this study is strategic in nature, taking an aggregate and
long run view, irrespective of the players or products involved. In fact, all the current
products or services on the market can cease to exist in their present form (i.e. at a
brand, R&D specification, or corporate image level) and all the players can be
replaced by other firms (i.e. via exits, entries, mergers, bankruptcies etc), and their
will still be latent demand for fruit juices at the aggregate level. Product and service
offerings and the actual identity of the players involved, while important for certain
issues are relatively unimportant for estimates of latent demand. In order to estimate
the latent demand for fruit juices across the states or union territories and cities of
India, we use to multistage approach.

9
Before applying the approach, one needs a basic theory from which such estimates are
created. In this case, we heavily rely on the use of certain basic economic
assumptions. In particular, there is an assumption governing the shape and type of
aggregate latent demand functions. Latent demand functions relate the income of a
state or union territory, city, household or individual to realized consumption. Latent
demand (often realized as consumption when an industry in efficient) at any level of
value chain takes place if an equilibrium is realized. For firms to serve a market, they
must perceive a latent demand and be able to serve that demand at a minimal return.
The single most important variable determining consumption, assuming latent
demand exists, is income (or other financial resources at higher levels of the value
chain). Other factors that can pivot or shape demand curves include external or
exogenous shocks (i.e. business cycle), and or changes in utility for the product in
question. Ignoring, for the moment, exogenous shocks and variations in utility across
geographies, the aggregate relation between income and consumption has been a
central theme in economics. Any study of latent demand requires that some standard
be established to define “efficiently served”. Having implemented various alternatives
and matched these with market outcomes, we have found that the optimal approach is
to assume that certain key indicators are more likely to reflect efficiency than others.
These indicators are given greater weight than others in the estimation of latent
demand compared to others for which no known data are available. Of the many
alternatives, we have found the assumptions that the highest aggregate income and
highest income-per-capita markets reflect the best standard for “efficiency”. High
aggregate income alone is not sufficient (i.e. some cities have high aggregate income,
but low income per capita and cannot assume to be efficient). Aggregate income can
be operational zed in a number of ways, including gross domestic product (for
industrial categories), or total disposable income (for household categories;
population times average income per capita, or number of households times average
household income). Latent demand is therefore estimated using data collected for
relatively efficient markets from independent data sources (e.g. official Chinese
agencies, the world resource institute, the organization for economic cooperation and
development, various agencies from united nations, industry trade association, the
international monetary fund, Euromonitor, Mintel, Thomson financial services, the
U.S. industrial outlook and world bank). Depending on original data source used, the
definition of “frozen fruits and concentrated fruit juices” is established. In the case of

10
this report, the data were reported at the aggregate level, with no further breakdown or
definition. In other words, any potential product or service that might be incorporated
within frozen fruits and concentrated fruit juices falls under this category. Public
source rarely report data at the disaggregated level in order to protect private
information from individual firms that might dominate a specific product-market.
These sources will therefore aggregate across components of a category and report
only the aggregate to the public. While private data are certainly available, this report
only relies on public data at the aggregate level without reliance on the summation of
various category components. In other words, this report does not aggregate a number
of components to arrive at the “whole”. Rather, it starts with the “whole”, and
estimates the whole for all states or union territories and cities in India (without
needing to know the specific parts that went into the whole in the first place). Base on
the aggregate view of concentrated of fruit juices as defined above , data were then
collected for as many geographic locations as possible for the same definition, at the
same level of the value chain. This generates a convenience sample of indicators from
which comparable figures are available. If the series in question do not reflect the
same accounting period, then adjustments are made. In order to eliminate short term
effects of business cycles, the series are smoothed using an 2 year moving average
weighting scheme (longer weighting schemes do not substantially change the results).
If data are available for a geographic region, but these reflect short-run aberrations
due to exogenous shocks (such as would be the case of beef sales in a state or union
territory or city stricken with foot and mouth disease), these observations were
dropped or “filtered” from the analysis. In some cases, data are available on a
sporadic basis. In other cases, data may be available for only one year. From a
Bayesian perspective, these observations should be given greatest weight in
estimating missing years. Assuming that other factors are held constant, the missing
years are extrapolated using changes and growth in aggregate national, state or union
territory and city level income. Based on the overriding philosophy on a long run
consumption function (defined earlier), states or union territories and cities which
have missing data for any given year, are estimated based on historical dynamics of
aggregate income for that geographic entity.

11
Given the data available for the first three steps, the latent demand is estimated using
a “varying- parameter cross-sectionally pooled time series model”. Simply stated, the
effect of income on latent demand is assumed to be constant unless there is empirical
evidence to suggest that this effect varies (i.e. the slope of the income effect is not
necessarily same for all states or union territories or cities). This assumption applies
along the aggregate consumption function, but also over time (i.e. not all states or
union territories or cities in India are perceived to have the same income growth
prospects over time). Another way of looking at this is to say that latent demand for
frozen fruits and concentrated fruit juices, adds, drinks, and non alcoholic cocktails is
more likely to be similar across states or union territories or cities that have similar
characteristics in terms of economic development. The approach is useful across
geographic regions for which some notion of nonlinearity exists in the aggregate cross
region consumption function. For some categories, however the reader must realize
that the numbers will reflect a state‟s, union territory‟s or city‟s contributions to latent
demand in India and may never be realized in the form of local sales. Nonlinearities
are assumed in case where filtered data exist along the aggregate
consumption function. Because India has more than 5,000 cities, there will always be
those cities, especially toward the bottom of the consumption function, where non-
liner estimation is simply not possible. For these cities, equilibrium latent demand is
assumed to be perfectly parametric and not a function of wealth (i.e. a city‟s stock of
income), but a function of current income (a city‟s flow of income). In the long run, if
a state or union territory has no current income, the latent demand for fruit juices is
assumed to approach zero. The assumption is that wealth stock fall rapidly to zero if
flow income falls to zero (i.e. cities which earn low level of income will not use their
savings, in the long run, to demand concentrated fruit juices). In a graphical sense, for
low income cities, latent demand approaches zero in a parametric linear fashion with a
zero-zero intercept. In this stage of estimation procedure, a low-income city is
assumed to have a latent demand proportional to its income, based on the cities
closest to it on the aggregate consumption function. Based on the models described
above, latent demand figures are estimated for all major cities in India. These are then
aggregated to get state or union territory totals. This report considers a city as a part of
regional and national market. The purpose is to understand the density of demand
within a state or union territory and the extent to which a city might be used as a point
of distribution within its state or union territory.

12
From an economic perspective, however, a city does not represent a population within
rigid geographical boundaries. To an economist or strategic planner, a city represents
an area of dominant influence over markets in adjacent areas. This influence varies
from one industry to another, but also from one period of time to another. We allocate
latent demand across areas of dominant influence based on the relative economic
importance of cities within its state or union territory. Not all cities (e.g. the smaller
towns) are estimated within each state or union territory as demand may be allocated
to adjacent areas of influence. Since some cities have higher economic wealth than
others within the same state or union territory, a city‟s population is not generally
used to allocate latent demand. Rather, the level of economic activity of the city vis-à-
vis is used.
(d) Fruit juice segment poised for 30% growth
The branded fruit juice market in India is estimated to be worth Rs 500 crores
organized fruit beverage market (nectors, drinks and juices combined) and the
segment is growing at about 30% per annum. Big players like Dabur, Pepsi, Godrej
and Parle Agro are already in the market and in view of the swift growth in the
market, newcomers like Surya Foods and Agro, Mother Dairy, Ladakh Foods, Pioma
Industries have come into the market with new product in recent years. Primary food
processing is a major industry with a highly fragmented structure that includes
hundreds of thousands of rice-mills and hullers, flour mills, pulse mills, and oil seed
mills, several thousands of bakeries, traditional food unites and fruits, vegetable and
spice processing unites in the unorganized sector. In comparison, the organized sector
is relatively small, with around 516 flour mills, 568 fish processing unites, 5293 fruit
and vegetable units, 171 meat processing units and numerous dairy processing units at
state and district level. In India is almost equally divided between the organized and
unorganized sectors, with the organized sector holding 48% of the share. While
products like juices and pulp, concentrates are largely manufactured by the organized
sector, the unorganized sector in foothold is in the traditional areas of processed items
like pickles, sauces and squashes. By size, pickles from the strongest category. No
doubt, Dabur Real Fruit Juice is the market leader followed by Pepsi‟s Tropicana.

13
The two major fruit juice in India, Tropicana and Real are going all out to tease Indian
taste buds with ethnic flavours. Godrej industries Food division has introduced fruit
juices under the Xs brand, which earlier only consists of only nectars. ParleAgro‟s
Frooti and N-Joi too are doing well in the market. Delhi-NCR based Surya Foods and
Agro Ltd. Manufacturers of Priya Gold Biscuits has forayed into the juice segment.
Mother dairy has recently launched the Safal brand of juices. Safal is currently
available in orange, mixed fruit, grape and an orange-apple combination. Ladakh
Foods makers of the Leh Berry sea buckthorn berry drink, has now launched an
apple-peach combination juice and a mixed fruit variant. Ahmadabad-based Pioma
Industries, makers of Rasna brand of soft drink concentrates, test market with a
diluted mango juice in Andhra Pradesh recently.
(e) The growth fruit juice market
This chance encounter with the wonder plant sea buckthorn was the reason Ladakh
Food was set up as a separate company in 2002 to manufacture and sell sea buckthorn
juice as Leh Berry. Ladakh Foods today claims to be one of the fastest growing fruit
juice companies in a fiercely competitive environment where big names such as
Dabur and Pepsi already hold substantial market shares. Even when the fruit juice/
nectar market is projected to grow at scorching pace of 40%, a Tetra Pak study has
found that a whopping 86% of the juice market is still lying untapped. Perhaps one of
the main reason why milk major Mother Dairy announced it is jumping on to the
bandwagon of fruit juice. The company has launched packaged fruit juices under its
flagship brand, safal. Starting from Delhi, the product is scheduled for launched on a
nationwide scale in the months to come. Pricing is one of the major worries. Price is a
barrier to this category because when you give fresh juice, packaging becomes
critical. So, what the industry is now trying to do is offer different packaging to suit
different price point while simultaneously working on ways to offer better quality and
improved taste. Pricing is also the downfall of fruit juice importers, which distributes
the Australian Brand Berri in the South, “It is difficult to make inroads into the middle
class as it finds the prices prohibitive. Sales tax on imported products is not uniform
across the States. Taking advantage of the health consciousness pervading the market,
Adluri Foods has introduced cranberry juice (something that the local brands also
have done) and is testing a mixed vegetable juice and cocktail of apple, carrot and
orange in the market.

14
Pepsi recently launched Tropicana Tropics Mango Nectar, which made entirely from
mangoes sourced from within India, as against other flavours for which sourcing has
to be done from other countries. The introduction of Tropics Mango Nectar will be
followed by Tropics Litchi and Tropics Guava. India is now among the top teen
markets for Tropicana worldwide. Significantly India is now an approved source for
mango pulp within the Tropicana worldwide system, and can soon emerge as a major
sourcing base for other exotic fruits for Tropicana‟s international market. Which
means that if the fruit juice producers work on future development of backward
linkages, the pricing issue plaguing this industry can be better tackled. Besides, the
industry has already begun to offer packaging solutions to address different price
points like a 125ml pack of fruit drink Maaza from Coca-Cola India at just Rs 5 and
500 ml Tropicana blend for Rs 25. With the people turning more health conscious, the
non carbonated beverage segment has become one of the fastest growing and most
exciting businesses at the moment. For some time now, manufacturers have
experimented with some of the formulation and taste issues, offering the consumers
better tasting, more healthful alternatives. Evolving from drinks containing a hint of
herbs or vitamins, beverages have become an important delivery vehicle for
efficacious amount of nutritional ingredients. Beverages are unusual products in that
everyone expects to try new varieties, even from established brands. While all
segments of the beverage market are evolving, the growth seems to be directed more
towards healthy, light and low-calories drinks, in particular organic and fruit juice
varieties. The Rs 500 crore non-carbonated beverage market in the country is
composed of fruit drinks, nectar and juices. While the fruti drink segment is estimated
at Rs 250-300crore (branded and packed), the juice market is valued at Rs 150 crore
and the nectar is a small category of about Rs 35-50 crore. And the popular brands
vying for a share in the sector are Parle‟s Frooti , Godrej‟s jumpin, Coca- Cola‟s
Maaza, Pepsi‟s Tropicana, and Dabur‟s Real, and branded fruit juices from Surya
Foods (FSA(Juicewale))among others.
The Rs 1,100 crore health food drinks (HFD) market, classified into two categories of
white and brown segments, has remained stagnant for the last several years despite
GSKCH (Glaxo Smith Kline Consumer Healthcare) and Cadbury‟s attempts to
activate the category.

15
Dabur’s Real Fruit Juice in 9 Flavours
Dabur‟s flagship brand Real fruit juice is a market leader in the packaged fruit juice
category. Real was launched in 1996 and the brand has carved out niche for itself by
claiming to be the only fruit juice in packaged form that is 100% preservative free.
Real with a market share of 55% offers its consumers the largest range of 9 juices that
comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and
cranberry. Real Junior, available in 125 ml packs, targets children below six years. It
has two favourite flavours of mango and apple enriched with calcium. Real Active,
100% fruit juice with no added sugar, gives the goodness of fruit without adding extra
calories. Today it is available in orange, apple, and orange-carrot variants. Real
Active orange carrot juice, India‟s fist packaged vegetable juice, is a combination of
juicy orange and sweet carrots. Dabur Food producers around 50 million liters of juice
annually through its state-of-theart facility at Birganj, Nepal. In august 2004, the
company commissioned a multi-fruit processing facility in Siliguri, in West Bengal,
set up by Pasadensa Foods, a wholly owned subsidiary of Dabur Foods Ltd. Spread
over 11 acres and geared to process 150 tons of fruit per day, it has the capacity to
produce 192 tons of pulp/concentrate. The plant procures fruit worth Rs 6 crore from
West Bengal, North-East, Bihar, Uttar Pradesh, Maharashtra, and Andhra Pradesh. It
has the highest capacity utilization by processing pineapple, litchi, guava, mango and
grape round the year.
Gogrej Xs Fruit Juice is packed with extra tang and extra fun.
Xs range of fruit nectar has more fruit making it thick and tasty. Also the vitamins and
carbohydrates present in it provide extra energy for fit and healthy living. Available in
orange, litchi, mango, and pineapple flavours, Xs comes in tetra Pack of 200 ml and
1000ml.
Pepsi’s Tropicana
Pepsi‟s Tropicana brand fruit juice has registered double digit growth and has
outpaced the growth off the packaged fruit juices market in India. India is a very
important market for Tropicana and is among the top 10 biggest markets for the
brand. The company sources orange juice concentrates from Brazil. Tropicana is
available in orange, apple, grape and cranberry flavours and a cocktail in Ruby red.
They come in Tetra packs of one liter and PET bottles of 500 ml and one liter.

16
(f) Fruit juices go local:
The two major fruit juice makers in India Tropicana and Dabur are going all out to
tease Indian taste buds with ethnic flavours. PepsiCo terms these as flavours that are
more relevant to Indians. For Tropicana India is providing to be a good investment as
according to top officials in the company, “India is among Tropicana‟s top ten
markets which is continuously moving up having registered a stung double digit
growth last year”. But they did not reveal any number. The company wants to ensure
that the strong growth continues and also that the market expands further. To this end
Tropicana has launched a sub-brand Tropicana Tropics and is introducing new
flavours mango nectar, guava pulp and litchi juice under this brand. It may be recalled
that Pepsi had launched mango and litchi flavour earlier under its fruit drink brand
„Slice‟ in returnable glass bottles. The new variant are expected to come for around
Rs 50 per liter as these come under the category of „less than 20 % fruit pulp‟ making
them less pricy than Tropicana fruit juices all of which retail at above Rs 70 per liter.
Tropicana juices have 80 percent fruit content. At present Tropicana have about seven
flavours in the market – apple, pineapple, orange, apple orange, grape and mix fruit.
Tropicana is also looking at making India the sourcing hub for certain varieties of
fruits mainly mango. Pepsi is already exporting nearly 20,000 tons of mango pulp and
concentrate predominantly to west Asia and Europe from India. The company is now
working on building the same capacities for other fruits like guava, pineapple, papaya
pulp, grapes, and pomegranate. PepsiCo teamed up with Punjab, which is expected to
start producing results very soon. The company is now looking for a similar deal with
pineapple farmers in Kerala. According to PepsiCo India spokesperson, the company
has begun trials of pineapples imported from Thailand and the Philippines in Kerala.
At present the company sources organic juice concentrates from Brazil but through
the ongoing project, it is trying to develop a large grower base, which can produce
high juice yielding oranges to match its requirements. “India produces 47 million tons
of fruits which provides us as exciting export opportunity within the Asia Pacific
region”. Dabur Foods is also going local with a vengeance with its fruit juices. It is
also aiming to expand its market by introducing juices with a lower price tag.

17
The company has launched a new brand „Coolers‟ in four variants – green mango,
pomegranate, Jamun, and water melon with one liter of Cooler priced at Rs 50.
Coolers like Tropicana Tropics also contain only 20 % of fruit pulp against over 80%
of Real variants. Dabur is also aiming at expanding its consumer base. Dabur‟s Real
brand of fruit juices has proved very successful contributing as much as 85% to the
company‟s Rs 85 crore turnover last fiscal. According to the company Coolers has
been launched of Rs 12 crore, into research into consumer needs and development of
processing capabilities and parameters on the other.

(g) Factor affecting demand

a. Population
Population growth in India is currently 2 per cent per year and varies from state to
state. The states with the highest per caput fruit consumption are usually those with
lower population growth rates. According to official statistics, population growth is
expected to decline to 1.5 % per year by 2011 when the total population of India is
expected to 1.2billion. Significant potential exists to expand fruit consumption in rural
areas; states with currently low per capita consumption are increasingly evident in
urban areas, for virtually all income groups with the higher income levels showing the
highest per-capita consumption rates.
b. Income and prices
The Indian economy has achieved significant growth over the past 20 years. Real
annual GDP growth rates have averaged 4.7 per cent over a period, despite the Asian
economy crisis and slow industrial growth in past five years. Real per caput income
levels increased 3.4 per cent per year from 1981 to 1998, with household expenditure
for fruits and vegetables estimated to have increased 5 per cent per year over the same
period. Annual per caput fruit consumption also increased from 25 Kgs in 1981 to 31
Kgs in 1998. There is a significant positive relationship between income and fruit
consumption. The consumption of Tropical and other fruits is highly related to
income levels. Data from the Indian Agriculture Research Institute indicate that the
richest income group consumes six times more fruit than the lowest income groups, in
both rural and urban areas, with per caput consumption in urban areas almost twice
that of rural areas. Or rural areas, the overall weighted average of the income
elasticity of fruit demand for the highest income group was estimated at 0.283
compared to 0.826 for the lowest income levels. Similarly for urban areas, the income

18
elasticises were 0.293 and 0.782 respectively. Thus, the highest the income the less
the responsive is fruit consumption to changes in income levels. Given this
relationship between income and demand, lower income groups are likely to account
for most of the future growth of the market in India, although high income groups
may increasingly substitute tropical fruit for other fresh fruits as fruit consumption in
these groups approaches saturation. Prices of fruit have increased more than the
General Price Index with total fruit consumption generally highly sensitive to price
changes, as discussed above. A substantial price differential exit between wholesale
and retail prices as shown by table 10 primarily due to the margins captured by
intermediate buyers and sellers, perish ability of product, and long distances between
wholesale and retail markets. High retail prices for fresh tropical fruit are one of the
primary constraints to increasing consumption, particularly among middle to low
income households.
c. Consumption habits and preferences
Consumers in India have become increasingly aware of the positive health aspects of
fruit consumption, particularly in urban areas. Amre diversified diet and interest in
healthier eating has led to increased consumption of all fruits. Prices also play an
important role in consumer preferences for individual fruits, with tropical fruit prices
typically lower than for temperate fruit. Temperate fruits tend to be consumed by the
higher income groups; while tropical fruit consumption is more wide spread. Large
quantities of fresh unripe mangoes are utilized in household preparation of pickles and
chutneys. The market for minor tropical fruits, such as passion fruit, Carrabolla and
avocado is expected to rapidly increase over the near to mid-term, with consumption
concentrated in higher income groups at the present time.
d. Promotional activities
Few national or regional promotional activities, either commercial or state-sponsored,
have been developed to encourage domestic consumption of tropical or other fruits in
past years. However, nutritional education programmes by the government of India
have resulted in rising demand for higher quality fruit, as well as increased
preferences for more varied diets (including more fruit consumption). A number of
large agro processing industries have initiated promotional programmes for processed
fruit and juice products in recent years, utilizing mass media and in-store promotions
to enhance brand recognition and encourage consumption.

19
e. Seasonality
A survey of three wholesale terminal markets in October 1999 revealed large
variations in price due to seasonality. Furthermore, despite some efforts to better
manage surpluses due to seasonality, an estimated 25 % of total fruit production goes
to waste during post- harvest handling, according to National Horticulture Board of
the Ministry of Agriculture for India. Although the Government of India has taken
steps to improve the overall conditions of the fruit industry, future growth is
constrained due to inadequate refrigeration and cooling facilities, remote market
access and export infrastructure not meeting the demand requirements for export of
fresh fruits.
(g) Consumers purchasing behaviour
The availability of consumer food products in India has grown significantly since the
economic reforms beginning in 1991. Indian consumers can now purchase
domestically produced cheese, wine, potato chips, ketchup, soft drinks, candy bars,
breakfast cereals, ice cream, donuts, biscuits, frozen meats and vegetables, instant
noodles, jams and jellies, packaged grains and pulses, soups and some ready to eat
packaged and frozen meals. Availability of fresh produce is seasonal. Retail food
sales in India were approximately $132 billion in fiscal year 1998 and are growing at
13% per year, according to the Ministry of Finance. The retail market for fruits and
vegetables has grown at over 20% per year in the past few years. Retail sales of
subsistence foods such as cereals, breads, pulses, and edible oils have started
declining. As incomes have risen, there has been a shift in consumption, from
subsistence to higher value foods. Many Indians are vegetarian by tradition;
moreover, many can only afford a vegetarian diet. Meats may be regularly consumed
by less than 30 % of the Indian population, due to its higher cost and predominance of
vegetarianism and Hinduism. However, only 20% of the population is strictly
vegetarian. Non vegetarians typically consume meat only once or twice a week.
Higher income consumers rely almost entirely on domestic help for their shopping.
The domestic help buys staples, vegetables, and fresh foods from local small grocers
and vendors, and other products from a variety of general merchants. The middle
class has diverse purchasing habits. Many families on the upper end use part-time
domestic help to do their shopping, often necessitated by growing pattern of
household with two working parents. Many families at the lower end of the middle
class continue to do their own shopping.

20
The poorer segments of the Indian population tend to buy basic staple with the first
part of their pay checks, which typically are distributed on the first few days of each
month. During the month, the poorer customers will buy whatever fresh foods and
consumer goods they can afford, often filling in at the end of the month with some
additional staples purchased on credit. In all classes, women do most of the shopping
and make most of the food purchase decision. Most consumers prefer local shops to
larger supermarkets because of proximity, personal attention and lower prices. Nearly
95% of consumers purchase fresh fruits and vegetables from a local market or street
vendor. Additionally, traditional markets are considered the freshest source for foods.

(h) Outer fabric attracts consumers

As consumer preferences in the country are shifting towards healthy, natural food
products, the demand for non-carbonated soft drink is accelerating. In the face of
increasing competition, companies are redesigning the packages that they offer their
product in. at the same time, safety, long shelf life, convenience and economic
viability are important considerations while choosing packaging options. What are the
international trends in the packaging of fruit juices? Can any one of these trends be
replicated in India? Internationally a variety of packaging formats are being used for
packaging fruit juices. One of the most popular is aseptic cartons. This is the most
popular format in the organized juice market in India accounting for over 60% of the
market. The recent entry of Mother Dairy into the segment points to the growing
popularity of this packaging format. More than anything else the entire aseptic
processing and packaging system ensures the availability of nutritious products in safe
and hygienic formats, which are also convenient to use. A look at any market in Asia
will show how aseptic packaging is growing in popularity.
The increase in demand for fruit juices in the recent years, and the growth in their
production is inevitably leading to an increase in demand for packaging options in
India. What are the technological innovations that have been introduced in the sector
to cater to the increasing demand? The increased demand has led to an increase in
number of size, shapes and even printing technology innovations, besides the obvious
one of ensuring improved product, taste, quality. Manufacturers are getting more
aggressive by offering new product to consumers. Could you elaborate on the spin-
cap and cold fill technology – packaging options are related technologies that Tetra
Pack has recently introduced for packaging fruit juice.

21
Which companies are using these technologies and what are their benefits ? What
other technologies have been introduced recently for packaging fruit juices ? The spin
cap is a pack opening option that was introduced a couple of year ago. Used the world
over, it is currently being used only by Dabur in India. Tropicana and Mother Dairy
both use the recap option. Cold fill technology‟s biggest benefit is that it ensures
microbiological safety and a bacteria free product while keeping the nutritional values
intact through the use of a gentle heat treatment process which retains original state of
the product and ensures that the consumer gets value-for-money. Slim line packaging
for fruit juices and its benefits over baseline packaging- The difference between the
two is the aesthetics. There is no difference in the technology used in both these
options. For both the manufacturer and retailer, slim line packaging is easier to handle
in the distribution chain. It also gives the manufacturer more surface area for graphics.

22
 (D) Need of the study:

There are several reasons behind the growth the Indian Packaged juices category
has realized; some of these are mentioned below.

i. Changing consumer lifestyles: Given the change in eating habits, the wider
global exposure, and the growing time-poverty, has provided a fillip to the
convenience food segment. Again, consumer preferences are shifting towards
healthier lifestyles. As a result, the packaged juices market has charted a high
growth trajectory thanks to its easy availability, anytime-anywhere
consumption, and convenience. Juices are often seen to be quick, yet
nutritional, fillers.
ii. Increased Health Awareness: The rising awareness about heart- and weight-
related health issues, especially among teenagers and young adults, has
propelled the consumption of packaged fruit drinks. There is also a greater
preference for these “healthier” beverages than carbonated soft drinks.
iii. Hygiene matters: Juices are healthy only when prepared hygienically.
Packaged juices from trusted national and international brands have usually
been prepared and certified to be in accordance with health and safety
regulations. They thus underpin the confidence of consumers in considering
them to be a healthy and convenient option, as compared to the fresh juices
available at local joints and street stalls.
iv. Growing category of informed buyers: There is a growing category of
informed buyers who are able to distinguish between fruit-based beverages
and fruit juices. These consumers are health conscious, highly aware, and have
higher disposable income. They have, therefore, led the demand for 100% fruit
juices in the past couple of years.
v. Rising Disposable Incomes: In the past few years, there has been a sharp
change in the number of nuclear families, in tandem with a surge in the
number of working couples, which has led to higher disposable incomes. This
has aided the affordability of packaged fruit juices, which are fast replacing
fresh, homemade juices and becoming a compulsory item on breakfast tables.

23
 vi. Booming modern retail: The dynamics of growth in the fruit-based beverage
space are attributed to modern retail and alluring shelf displays which drive
impulse purchases.
vii. Habitual purchase: The trend of consumers evolving from fruit drinks in
bottles to sweetened juices to 100% packaged juices has been observed largely
in the past couple of years. Consumers are buying in greater quantities, for
household consumption, and buying fruit juices is becoming more of a
habitual purchase than a need-based purchase.
viii. Introduction to new flavours: To kindle consumers‟ interest in the category
and also to cater to diverse and changing tastes, fruit juices providers are
introducing new flavours and packaging options.

24
Objectives of the project:-

I. To study the consumer buying behaviour for juices in Pune.

II. To study the various factor affecting juices sales.
III. To find out the various similar product offered by the competitors in Pune

25
Literature review:-

Consumers choose packaged beverages since they are easily available and offered.
The choices mainly are determined by peer group and endorsements. They purchase
tetra packed juices because it is easy, convenient, changing lifestyle and time saving
for consumption. Moreover it can be stored for few days. They have very clear
understanding and perceptions about their own needs and the various options
available in the market and the set of attributed associated with the different brands.
Thus, there is little tendency amongst the consumer for brand‟s preference switchover
unless there is some great motivation from the competing brands.

Packaged fruit juices are as much recognized as social drinks now, with dominant
consumption being observed in the company of family and friends. Fruit juices are
perceived as anytime beverages, with consumption being spread more or less evenly
between the mid-mornings, afternoons and evenings

Sales of packaged fruit juices is rapidly increasing because of its convenience and
healthiness. consumer perception of price, quality and value are considered as pivotal
determinants of consumers buying behaviour and drink choice. Difference in
information effects due to interaction with juice type, consumer background attitudes
and socio-demographics. Consumers with a high neophobic reported a lower liking
for unfamiliar fruit juices. Health–oriented consumers were more likely to comprise
on taste for an eventual health benefit, though they still preferred the best tasting
juice. Consumer background attitudes andsocio–demographic of fruit juices
influenced consumer acceptance. Taking into consideration all the previous studies
made on the same topic it can be concluded that age, income, gender, education,
profession price, packaging and advertisement are the factors that affect consumer
perception. Through literature review and data collected it understood that the
preference for fresh fruit juices is the same among gender.

26
 FOOD SYSTEMS ASIA

Founder: Mr. Shrikant Davare

Mr. Shrikant Vasudeo Davare, have a vast experience of about 20

years in the food industry.

PAN:-ABEPD7893B

DOB:- 16th Sept 1969

Academic qualification:

 Diploma in Food Technology

o :- Government Polytechnic, Panaji Goa,
 P.G. Diploma in Food Quality & Supply Chain Management
o :- IAC, Wageningen University, The Netherlands.
 P.G. Diploma In International Trade
o :- Maratha Chamber of Commerce & agriculture Pune

After completion of his professional education, he started his career in food industry.
He started working as a Trainee food technologist in Godrej foods, Madideep M.P.
for period of 2 years. This was work with the 4 walls of the company and to wider the
horizons he joined food machinery / equipment manufacturing company Filtron
Engineers limited and headed fruits and vegetable processing division, during the 2
years of stay with this company, He implemented various projects leaders in the
market.

27
In this period, while working as a Consultant cum Project Implementer, he interacted
with the various persons in India and abroad related to food industry.

This has added a great knowledge and understanding in him regarding the needs and
solutions for the Indian Food Industry as well as Foreign Food Industry. He received
offers to represent the overseas manufacturers such as SVD Verpackungen GmbH &
Asepsystems Italy.

He formed Food Systems Asia, his own proprietary firm, in the year 1998 and started
working with Indian Manufacturers, Traders as well as with foreign suppliers as their
official collaborator and representing office and contact in India.

He helped the new upcoming companies as well as established companies for

implementing their new food projects successfully. Following are the companies with
whom he worked so far.

While working in the field of Food industry, he frequently approached with Indian
manufacturers, traders as well as foreigners, who are also in the food industry. Being
impressed by his knowledge, these foreign companies from Europe and Middle East,
offered him to represent them for their machinery, raw material etc. in India

His job profile with these collaborations is as follows:

a) Search for the prospective clients.

b) Technical assessment of the client‟s needs.
c) Submission of technical bids.
d) Finalization of the technical bids.
e) Technical assessment of Layout
f) negotiations.
g) Organizing the bank finances.
h) Implementation of Project.
i) Assistance in importation and importation of documentation.
j) Start up of the plant and assistance in commercial production.

28
Few esteemed clients (PARLE, CHITALE ETC) This above activity made him travel
all across the world and gained several contacts in the food industry. These contact
further helped to diversify in the raw material supply such as fruit juice ingredients.

29
He also worked in the field of fruit juice concentrate formulation compounds,
supplies from other countries.

His job profile in this field includes:

a) to visit the concerned parties on behalf of foreign Suppliers,

b) discuss the prices of their products,
c) receive/collect the samples,
d) test the samples and send the tested samples to the prospective buyers for
their opinion.
e) On receipt of sample approval, co-ordinate with the concerned parties for
rate negotiations on behalf of exporters.
f) After completion rate negotiations, follow-up the parties for orders on
behalf of the concerned exporters.
g) Keep the track of supply by exporter,
h) checking of import and export documentation, keeping continuous
observation on smooth transaction between the concerned parties.

The order booking during since 1997 is over US$ 100 million & for all these services,
he charges his customers/ clients, sometimes as per agreed percentage or sometimes
on incentive basis. His customers/clients always paid through us as they outsource his
services in India.

Total 10 persons qualifies technocrats & commercial support staff is employed in the
FOOD SYSTEMS ASIA a venture by Shrikant Davare

Address:

Food systems Asia

Address: #5 Rajas, Abhimanshree Society Rd, Pashan, Pune – 411008

Tel No.: +91 20 25881979

Website: http://foodsystems.in/

30
Company information:

Food systems Asia is built with competent team of professionals having hands on
experience & techno commercial knowledge. Strength in sourcing, committed
& loyal suppliers & principals, supportive clients are boosting our
enthusiasm to serve almost every brand in Asia. Food systems asia is a supplier of
fruit pulp and concentrates. We are main supplier of Alphonso and Totapuri mango
pulp. We have our own manufacturing unit in Supa near Ahmednagar. Food systems
asia is engaged in manufacturing of various fruit pulp concentrates packed in Aseptic
and in cans too. Food systems asia has various quality certification including IEC,
APEDA, Certificate of Registration, FSSAI, Certificate of Provisional Registration,
Directorate of Industries. Company with the commitment to excellence dedicated to
total customer satisfaction by giving the right quality and at right time. The
environment is eco- friendly and conforming all international standard to maintain
factory and production being carried out with strict quality standards under very
hygienic condition.

31
Vision:

 Vision is to be the preferred trademark and supplier of quality fruit

juices and related product in market.

 To provide equal opportunity in an environment where the initiative

and creativity of our employees assist in achieving the vision of the

company.

Mission:

 To provide high- quality products through advanced technology,

processes and systems.
 To ensure the utilization of high quality and cost- effective raw
materials.
 To create customer satisfaction through delivering services and
products that exceeds customer expectations.

32
Types of products & services offered:

(A) Citrus Fruit Concentrates-

Orange

Lemon

Pineapple

Red grapes / White grapes

Sweet Lemon Lime

(B) Tropical Fruit Pulp –

Mango Pulp / concentrate

Banana

Papaya

White / Pink Guava

Pomegranate NFC

(C) Concentrates for CSD –

Clear orange concentrates

Clear Lemon Concentrates

Clarified Apple Concentrates

White Grapes Concentrates

De- ionized Concentrates

33
(D) Exotic Juice / Concentrates / Pulp –

Peach

Passion

Pear

Apricot

Lychee

Watermelon

Kiwi

(E) Blends and Preparations –

Multi fruit Mix

Citrus Mix

Fruit Preparation for Bakery & Dairy

Fig Paste

Date Paste

Vegetables & Fruits Blend

(F) Various Berries Concentrates/ Pulp –

Strawberry

Blueberry

Raspberry

Cherry- Berry

Other forest berries

34
(G) Culinary Products –

Tomato paste

Italian Paste Sauces

Coconut Concentrates

Garlic Paste

Ginger Paste

Olive Oil

(H) Services

Product Formulation

Blending

Warehousing & Logistics

Contract Manufacturing

35
Research methodology:-

The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interview, surveys and
other research technique and could include both present and historical information.

A research methodology or involves specific techniques that are adopted in research

process to collect, assemble and evaluate data. It defines those tools that are used to
gather relevant information in a specific research study. Surveys, questionnaires and
interviews are the common tools of research.

The organized questioning and exploration either by hypothesis formation or

scientific testing of any inquisition or query by following a set of standard rules and
procedures is defined as research methodology. Research methodology is applied on
two important types of research process which involves basic research and applied
research. Basic research includes the work or research that has not been done before.
On the other hand, applied research involves the work that has already been done.
Research methodology is adopted to check a certain theory and its application along a
specific set of academic standards. This is mandatory so that all research meets the
field specific standards.
Functions:

i. Research methodology identifies the research activity in a true sense.

ii. It further specifies and defines the actual concepts.

iii. It further declares what sort of methods will be required for further inquiry.
Moreover, how progress can be measured.

iv. Research methodology offers a platform to demonstrate how we can

communicate research activity in a true sense.

36
Research approach Quantitative

Research design Descriptive

Research instrument Questionnaire

Sampling size 120

Table no.1: Research methodology

37
Data can be defined as a systematic record of a particular quantity. It is the different
values of that quantity represented together in a set. It is a collection of facts and figures
to be used for a specific purpose such as a survey or analysis. When arranged in an
organized form, can be called information. The source of data ( primary data, secondary
data) is also an important factor.

Types of Data

Data may be qualitative or quantitative.

 Qualitative Data: They represent some characteristics or attributes. They depict

descriptions that may be observed but cannot be computed or calculated. For
example, data on attributes such as intelligence, honesty, wisdom, cleanliness, and
creativity collected using the students of your class a sample would be classified
as qualitative. They are more exploratory than conclusive in nature.

 Quantitative Data: These can be measured and not simply observed. They can be
numerically represented and calculations can be performed on them. For example,
data on the number of students playing different sports from your class gives an
estimate of how many of the total students play which sport. This information is
numerical and can be classified as quantitative.

38
Data Collection

Depending on the source, it can classify as primary data or secondary data.

Primary Data

These are the data that are collected for the first time by an investigator for a specific
purpose. Primary data are „pure‟ in the sense that no statistical operations have been
performed on them and they are origin.Data collected by the investigator himself/
herself for a specific purpose.

Some Advantages of using Primary data:

1. The investigator collects data specific to the problem under study.

2. There is no doubt about the quality of the data collected (for the investigator).
3. If required, it may be possible to obtain additional data during the study
period.

Secondary Data

They are the data that are sourced from someplace that has originally collected it.
This means that this kind of data has already been collected by some researchers or
investigators in the past and is available either in published or unpublished form. This
information is impure as statistical operations may have been performed on them
already. An example is an information available on the Government of India, the
Department of Finance‟s website or in other repositories, books, journals, etc. Data
collected by someone else for some other purpose (but being utilized by the
investigator for another purpose).

Some Advantages of using Secondary data:

1. The data‟s already there- no hassles of data collection

2. It is less expensive
3. The investigator is not personally responsible for the quality of data (“I didn‟t
do it”

39
The research methodology based on the primary and secondary data both. Secondary
data are collected from different secondary sources of information. Primary data were
collected by me at different places of Pune. I prepared a questionnaire which
consisted of 10 questions and a suggestion space at the below regarding the FOOD
SYSTEMS ASIA juice. I visited around 50 people at different places to get their
feedback about the product. Basically I tried to know how many people were there
who even know about this product because most of them were unaware of this
product. During the survey I visited Nature‟s basket, Reliance fresh and all at the
specific places of Pune only, because the store manager of stores didn‟t allow me to
take the feedback of people inside the premise of food bazaar so I took all the
feedbacks from the people who are coming out of the food stores at outside of the
shop. After visiting these areas I visited my college campus and got the feedbacks
from them. Through this I got all the filled form and consumers feedback. Then I
started visiting to the retailers of Pune only. I visited around 20 retail shops to get
their feedbacks, because almost all the shopkeepers have denied to fill any kind of
form so I got their views only by the conversation. They were having so much
complains regarding the supply and demand. It gives a clear idea regarding the
approach of the study to understand the buying behaviour of the consumers for the
fruit juices. The source of information of past consumer behaviour for the fruit juices
and the present consumer buying behaviour compares the differences among the
acceptance of product. The recent trends of market also pay emphasis towards the
consumer preference. The understanding the fruit juice scenario of India is a
important study to make a conclusion regarding the growth of fruit juices in the
market, acceptance of particular brand by the people, past draw backs made by the
producers and recommendations by the consumers. The review of theoretical concepts
which are the research based view, core competence, sustainable competitive
advantage concept and the cost leader ship strategy. The theoretical concepts of
demand in this study show the demand determination process of a particular product
prevailing in the market with high market share. Source of secondary data are the
books, magazines, internet, news papers. There is no particular or specific book where
the complete information about consumer behaviour for fruit juices is available. In
this case the information from different books is collector and assimilated according
to the study objective. The magazines like frontline, business world, Sunday times,
Outlook provideds lot of information for it.

40
This is the current source of information in once hand as a hard copy. The news
papers (especially Business Newspapers) provided the desired information. Like
Economic Times and Business Standard etc. these papers are so important that
sometimes they play their role both as secondary as well as Primary source of data
(because sometimes the current information that is available through these papers are
not even uploaded on Internet also.) Developing strategy based on the customer
feedback i.e. collection of primary data by considering a definite sample size
considered is the local area. The data which are being collected from the consumer
during the primary analysis are separated according to their specific weightage. From
the question five comparative questions are considered for comparison. The open
ended questions and the closed ended questions used in the questioner for customer
feedback have different weight age and are separated to make a unique analysis. The
main influencing questions are again analyzed to get clear result from the analysis.
The different companies are considered for realizing the perfect completion among
them so that perfect interpretation can be made upon them. For study the fruit juice
brands which are considered are Real, Tropicana, B-natural, Boat and other
competitors are also considered for the secondary study but not encountered in the
main study. For detailed comparison according to different parameters like
availability, price, quality, flavour, customer feedback, packaging the questioner are
sorted out and the ranking are calculated. The ranking is made like first, second and
third. The First rank the highest three points, the second rank has two points and the
third rank has one point. According to the rank the numbers of persons are calculated
who have given the rank according to the different parameters. The points obtained
from the number of the persons gives rise to intermediate point. The summation of all
points is a result of total point which is the main criteria for comparison. The
techniques are used different for secondary analysis as well as per primary analysis. In
secondary analysis the relevant data are obtained from news papers, magazines,
television, and websites. For primary data collection the techniques used are
questioner technique and personnel interview. The data collection from the primary
source is analyzed by graphical methods. The questioners are separated according to
different parameters and different points are assigned for them for perfect weightage
to place in the comparative graphs. The pie chart, bar graph and line graph are used in
this study to compare different parameters.

41
After analyzing all my data I got from the consumers, I found that the main thing is to
place the product at the shelf of retail shops, so the public see it and get aware of it.
For this we need to strengthen the supply chain.
Primary data collected through below Survey:

Total no. of respondents ( Sampling size) = 120

[A] Area in Pune

 Baner
 Pashan
 Aundha
 Kothrud

[B] Hotels

 Rohit Wadewale
 J.W Marriott

[C] College Campus

 Akemi Business School

[D] Retail Shops

 Nature‟s Basket
 Reliance fresh

42
Data analysis & Interpretation:

1) Generally at what time do you drink fruit juices?

10

40
Breakfast
Lunch
Dinner
Post workout
50 Anytime

13

Fig no.1: Drinking pattern of juices

Interpretation:

As we can see in the graph that 50 respondents prefer the juices after post workout, 40
respondents prefer in the breakfast, 13 respondents prefer in dinner, 10 for anytime
and 7 in lunch. Maximum number of respondents prefer the juices after the post
workout.

43
 2) Which juice you prefer to have?

45

Loose
Packed

75

Fig no. 2: Juices prefer by consumers

Interpretation:
One more thing I got from the analysis of my questionnaire that out of 120
respondents only 75 people like packed juices where as 45 people like juices which is
freshly prepared in front of their eyes by local juicewala. They believe that the packed
juices contains many extraneous substances or ingredients and loose juices are fresh
and contains not any extraneous ingredients or preservatives so that the loose juices
are more beneficial than the packed one. They don‟t like the taste of packed juices
because it gives the taste like a cough syrups as they said.

44
 3) At which brand would you rely?

10
20
10

Tropicana
Real
B-natural
Harvest
30
FSA(juicewale)

50

Fig no. 3: Brands prefer by consumers

Interpretation:
I conducted a survey among 120 people to know about their preferences, that at
which brand they rely the most. The survey was conducted among five brands
FSA (Juicewale). Real, Tropicana, B-natural and Harvest. Among all these brands
most of the people said that they like Real, Lesser said Tropicana and a very few said
FSA (Juicewale) and other brands. As a result of the survey 50 people like Real where
as 20 like Tropicana and only 10 people said about FSA (Juicewale), 30 people like
B-natural brands available in the market, 10 people like the Harvest brand. Most of
the people whom I met they don‟t even know about FSA (Juicewale), they came to
know about FSA (Juicewale) through the questionnaire only.

45
 4) Which packaging material do the consumer prefer?

20

10 Tetra pack
Plastic bottles
60
Can
Glass bottles

30

Fig no. 4: Packaging prefer by consumer

Interpretation:
As per the graph above shown the packaging is divided into four types, i.e. tetra
pack, plastic bottle, can and glass bottle. From the survey it was analyzed that 60 of
people like tetra pack, 30 of consumer like plastic bottle, 10 of consumer like
can and 20 of people like to have juice is glass bottles.

46
 5) Have you heard about FSA (Juicewale)?

50

Aware
Unaware

70

Fig no. 5: Consumer awareness

Interpretation:

During the survey when I asked people about FSA (Juicewale), most of them have
replied they don‟t know about this product available in the market. After completion
of survey when I analysed the primary data collected I got that around 70 people are
there who don‟t even heard about FSA (Juicewale). Only 50 people were about its
existence. The people who know about this or who have tasted it earlier praised it
very much.

47
 6) Which flavour you like the most?

1.2
20

Orange
50 Guava
Sweetlime
Mixed fruit

30

Fig no. 6: Flavour prefer by consumers

Interpretation:
A survey is conducted among 120 people just to know about their taste preference.
In the questionnaire a question was there about the flavour which they generally
have. I asked among 4 flavours Orange, Guava, Sweetlime, Mixed fruit. At the time
of analysis I got that 50 people asked about Orange flavour only, which means orange
flavour is most popular among other juice flavours. 30 people prefer for Guava, 20
people for Sweetlime, 30 people for mixed fruit.

48
 7) Upto how much price can you pay for a liter of juice?

Prices
70 65

60

50

40
30
30 Prices

20 15
10
10

0
20-40 40-60 60-80 80-100

Fig no. 7: prices pay for the juices by consumers

Interpretation:
Although the purchasing capacity of the consumer is increasing on day to day basis in
Present scenario but even though they don‟t want to spend more on it. A question was
asked to them that about the price of one litre of juice. Most of the people said
maximum Rs. 60 for one litre of juice. Around 65 people said that its price should be
upto Rs. 60 , where as30 said 20-40, 15 were in favour of 60-80 , 10 favour of 80-
100.

49
 8) Which juice you like to have with?

50

With Sugar
Without Sugar

70

Fig no. 8: Consumers preference

Interpretation:

Some of the people said they like juices without sugar but around 70 people like
juices with sugar, means 50 people are there who don‟t like juices with sugar. By
keeping this thing in mind Real has launched “Real active”, this is the product which
contains no sugar. This product is especially for those people who are diabetic patient
or calorie conscious or those who don‟t like juice sugar. Through real active Dabur
has targeted that 30% consumer.

50
 9) What matters you most?

70

60

50

40

30 Consumer concern

20

10

0
Taste Quality price

Fig no. 9: Consumer concerns

Interpretation:

Through a question I tried to know what is the most important thing in a juice for the
people. Means what matters them the most among taste, quality and price. 65 people
said about the quality of the juice, that matters them the most, 40 of them preferred
taste and 15 said about the price, means price effects them the most.

51
10) How much of these factors matter when you buy a juices?
Rate on the scale 1-5,5 being the highest and 1 being the lowest

10
20
Packaging 30
20
40

10
30
Price 40
10
30

20
40
Mouthfeel 30
10 Excellent
20
Very much like
Satisfactory
30
10 Slightly like
Flavour 40 Dislike
30
10

10
30
Taste of product 40
10
30

20
40
Product colour 30
10
20

0 10 20 30 40 50

Fig no. 10: Factors matters while buying the juices

52
Interpretation:

According to the feedback gave by the respondents, various factors like product
colour, taste of product, flavour, mouthfeel, price, packaging and all that can
responsible for the buying behaviour of the consumers. Preferences changes by
respondents to respondents. It is not possible to range the factors according to the
respondents because the buying behaviour of the consumers are different.

53
(A) Observation:-
 The rising number of health-conscious consumers is giving a boost to fruit
juices; it has been observed that consumers are shifting from carbonated-
based drinks to fruit juices as they consider the latter a healthier
breakfast/snack option. is difficult to control the cost of production at the price
points of juices, primarily because of rising food inflation.
 The continuous, year-long supply of raw materials, and the non-stop
production of juices for the full season, is another production-linked issue
which needs to be managed carefully.
 Also of vital importance is controlling transportation and logistics costs.
Packaged Juices are gradually cementing their place in the urban household in
the metros and Tier I cities; however, replicating the same success in Tier II
and Tier III cities is still a struggle as residents in these regions still prefer
fresh juices over packaged ones as they are comparatively cheaper and also in
sync with the traditional belief that juices are best consumed freshly pressed.
 Changing consumers‟ perspective on value for money, to grab a regular spot
in the common household basket necessitates an aggressive stance towards
improving consumers‟ awareness on the positive attributes of packaged juices
and their merits over locally available options.
 Shift towards 100% juices from sweetened juices: This offers a wide
opportunity to existing and upcoming juices manufacturing companies to
spruce up their existing business and plan as needed for business or capacity
expansion.
 Healthy proposition: it has been observed that consumers are making healthy
choices in their beverage consumption; therefore, fiber-enriched juices and no
sugar juices are more in demand. Some new juice variants claim to have no
added sugar; this can be positioned as a health attribute, e.g. “Dry Fruit Apple
Juice” by Balan Natural Foods
 Unique offering: Consumers are seeking unique fruit flavours apart from the
usual mango, orange, or lime-based fruit juices. Companies intoned to identify
some of the unique fruit juices that can be offered - “Dry Fruit Apple Juice”
for instance, which is much sought after due to the nutritive benefits provided
by the combination of dates, figs, raisins, almonds, and apple concentrate.

54
 Wider Options: Companies need to offer wider varieties and options for the
consumer to choose from, ranging from “mixed” fruit juices to pure, single
fruit juices to dry fruit juices. Thanks to higher incomes, consumers are
willing to experiment with variety and pay a premium for such value-added
products.
 Product extension: There has been some recent product extension, e.g.
Tropicana launched Tropicana Fruit Powder with no preservatives or artificial
flavours, which will be available in single-serve sachets and can be made into
a full glass of juice simply by adding water.

55
(B) Conclusion:-

The objective of the study is to analyse the consumer behaviour with respect to
FSA (Juicewale)by considering five fruit juice brands in the market. Tropicana,
Real, B-natural, Harvest, FSA (Juicewale)the five brands which are taken into
consideration for the study. These five brands are identical with respect to
different characteristics. The thorough study is based on the consumer behaviour
analysis which serves a great idea regarding consumer perception when they go
for a particular brand to fulfill their needs. In order to satisfy themselves consumer
perceive many things before buying which are analysed in this paper and result is
obtained. The whole study satisfies the objective of the study.

The market share is studied for each brand specially FSA Juicewale) by taking
into consideration for the product they like to buy or they are buying. It is found
that real has retained maximum number of customers where as other brands have
retained lesser number of consumers. FSA (Juicewale) has a very few number of
consumers, about 5-6% of consumers like to have FSA (Juicewale) whereas Real
and Tropicana have 53 and 33% consumers in the market. FSA (Juicewale) has
less market shares or we can say a very few people want to buy it, there are
several reasons behind it like lack of awareness, lack of promotion, people don‟t
aware of it, lack of availability, consumer‟s affection towards Real and Tropicana
or other brands because of taste, flavour, quality etc.

One of the main reason can be the retailers don‟t want to sell it because of less
demand and improper supply chain management. Most of the retailers don‟t want
to sell it but those who want to sell it don‟t get the products from the dealer at
right time. So its sales don‟t increase even if the demand of the juice is higher.
From the month of April to September sale of juices increases due to summers,
juice market expands during this time only. So the FSA (Juicewale) can change
their strategies for retaining more numbers of consumers for satisfying their
objectives.

56
FSA (Juicewale) can take more number of consumers if they take some initiatives
for those parameters in which it is behind of them. The parameters which are
considered in this study really affect the consumer buying behaviour those are
availability, quality, price, quantity, customer feedback and packaging. In some
cases Tropicana is good as compared to other brands but simultaneously it is not
good if we consider some other parameters.

Real has gained maximum number of points in case of availability, quality,

flavour, packaging. Real has got lesser points for price because as per consumers
the price is not satisfying them where as the other brands are having satisfactory
price. Consumer awareness is also an important factor for the producers from
where they know about the consumer interest regarding their products. Consumer
perception generally changes from time to time because of the changes in brands
in promotional activities. These are obtained from the study that the awareness
increases the market share of the product.

57
Learning from the project:

 The consumer awareness for each brand, it is satisfactory that all the
consumers have the knowledge regarding the fruit juices available in the
market.
 According to the conversation during filling the questionnaire people drink
fruit juice for energy instead of getting relaxation.
 It is found that 78% consumer consume fruit juices for energy. Though the
caloric value of fruit juice is high it is consumed for the purpose of getting
energy.
 The consumer awareness for fruit juice is more among all consumers. The
sources of awareness regarding the product are the T.V., News papers,
Magazines, Websites, Banners etc. It is found that the banners displayed in
different places attract their attention towards the product a lot.
 Out of 100%, 13% (other) of people attracted towards the banner
advertisement. Television is the most demanded for getting awareness
regarding fruit juices and their changes made time to time. 38% consumers get
the idea about fruit juices from television as from the analysis 85% of people
use to take juices daily.
 Out of which most of the people do not know about most of the brands which
are available in the market, like leh berry, B-natural etc. They only know
about those brands which they use in their day to day life like Real, Tropicana
etc.
 The demand for fruit juices increases because of the growing income of each
individual and increase in purchasing capacity.
 The change in consumption food habit has really affected the demand of fruit
juices. The brand name has a great influence towards sales.
 Most of the people say that Realise the best brand and they will go for Real
only, lesser people than Real want to go for Tropicana and subsequently the
demand decreases among FSA (Juicewale), B-natural, Leh berry and others.
 The various campaigns organized by the fruit juices companied have also
increased the consumption demand for fruit juices.
 It is obtained from the primary research that 53% of consumers prefer Real
juice as compared to Tropicana, Leh Berry, FSA (Juicewale), B-natural.

58
 It is observed that FSA (Juicewale) has lesser consumer attracted towards it
shows the lesser demand by consumers according to various parameters which
are explained in the other analysis as followed.
 Leh Berry and Tropicana has the same demand in the market because of their
retail price in the market for which the consumers buy it.
 The promotional factor which has great importance towards the demand of the
fruit juices.

59
Recommendation & Suggestions:-

 This study gives a clear idea regarding consumer behaviour while purchasing.
 The strategy for the products can be changed by comparing the different
factors that has
 obtained from the study.
 Real has obtained the highest market share by keeping in consideration the
parameters like consumer feedback, packaging, delivery mode, quantity and
availability. Tropicana is very near in every aspect to real and by changing
 The strategy like availability and promotional activities it can cross the market
share of
 Real very easily.
 The price of Tropicana is affordable and has more number of customers whose
profession is student and falls between the age 20-30 like it.
 Just like these brands FSA (Juicewale) should also come forward for
aggressive marketing. As we have already seen from the study most of the
people don‟t even know about FSA (Juicewale), they don‟t aware of it so there
should be more and more promotional activities. Promotion should be done
through ATL and BTL, both the processes. For
 ATL promotion they should arrange more and more advertisements on
different T.V. channels.
 Especially at prime time so that more and more people can be aware of it.
Other than the televisions they should also give the promotional
advertisements on radios, newspapers and different magazines, so that a large
number of consumer can be made aware of it.
 At time to time they should give a promotional offers on it like “save Rs 20 at
the purchasing of two packs of juices” or “get two packs of juices @ 100
only”and more like this. So the people who generally visited to the
departmental stores like Big Bazaar can get the offer easily.
 They should also provide these types of offers to the retailers so the people
who don‟t visit malls can get the offers.
 Apart from these activities company should also organize the BTL (Below
The Line) promotions to make more and more awareness.

60
 For BTL promotions, company should choose some crowded areas is every
territory and organize camps there Company employee will meet every people
roaming in that particular place and give a sample of juice to taste and note
down their reactions. What will be the result of it that the persons who doesn‟t
even taste but see they will become aware of it. Through this process we can
also watch that how much new customer we made in that particular location.
 Along with that we shall try to convince the retailers also to keep the product
in their shops. For this company should give them some special offers and
gifts.
 As we know retailers are the main source of BTL advertisement so firstly we
need to convince retailers and place the product at every retail shops at eye
level of the customer because “eye level is buy level“.
 Until we don‟t place the product at the shop the sell can‟t be increase and all
the advertisement will become worthless.
 So before launching a new fruit juice brand in market the parameters which
have taken into consideration must be utilized for better consumer attraction.

61
 (A) Scope:-
 To analyze the consumer awareness for fruit juices.

This objective gives a clear idea regarding the consumer awareness towards the fruit

juice as well as towards the different brands prevailing in the market. The consumer‟s
awareness creates a demand towards the particular product.

 Analyze the consumer; their buying behavior and demand.

The consumer buying behavior is an important parameter which consist of consumer

preferences. The demand of a project can be known from the consumer‟s buying
pattern and parameters that he considers during buying a fruit juice like quality,
availability, price, packaging and delivery mode. The demand also depends upon
some of the other factors like purchasing power population, promotional activities of
product in the market and seasonality.

 Understanding the demographic profile of consumers.

The consumer acceptance depends upon the knowledge and maturity level that he

has gained during his age for the different food habits prevailing in the surrounding.

The age factor is an important factor to know product demand for a particular age

group. So the interest can be made to motivate those age groups for buying their

product.

 Identification of influencing factor for purchase.

Consumers generally go for some of the general factors while purchasing a product
like brand, company name, expiry date, price, ingredients added, price and quality.
The perception which a customer interpret from the outer level of the product
influence him a lot to buy that. The influencing factor of purchasing makes a
producerto understand the customer need.

62
(B) Limitation:-
 The study was purely confined to the samples collection. May not be
applicable to entire population.

 There are chances of bias in the data collection from the respondents.

63
(A) Bibliography:-

 Primary data collected by me only through the questionnaire and

verbal
 discussions
 “Principles of marketing management” by Philip kotler
 Marketing management- Wikipedia, the free encyclopaedia
 www. Pricewaterhousecoopers.com
 www.researchandmarket.com
 www.fnbnews.com
 www.ibef.org (Indian brand equity foundation
 https://www.ibef.org/news/parle-agro-banks-on-aerated-fruit-
drinks-to-drive-growth
 http://www.technopak.com/Files/packaged-juice-market-in-india
 https://www.researchandmarkets.com/reports/3625206/india-juice-
market-outlook-2021
 https://www.businesswire.com/news/home/20170518005761/en/India-
Juice-

64
(B) Questionnaire:-
1) Generally at what time do you drink fruit juices?
(a) Breakfast (b) Lunch (c) Dinner (d) Post workout (e) Anytime
2) Which juice you prefer to have?
(a) Loose (b) Packed
3) At which brand would you rely?
(a) Tropicana (b) Real (c) B-natural (d) Harvest (e) FSA (Juicewale)
4) Which packaging material do the consumer prefer?
(a) Tetra pack (b) Plastic bottles (c) Can (d) Glass bottles
5) Have you heard about FSA (Juicewale)?
(a) Aware (b) Unaware
6) Which flavour you like the most?
(a) Orange (b) Guava (c) Sweetlime (d) Mixed fruit
7) Upto how much price can you pay for a liter of juice?
(a) 20-40 (b) 40-60 (c) 60-80 (d) 80-100
8) Which juice you like to have with?
(a) With Sugar (b) Without Sugar
9) What matters you most?
(a) Taste (b) Quality (c) Price
10) How much of these factors matter when you buy a juices?

Rate on the scale 1-5, 5 being the highest and 1 being the lowest

65
66