Executive Summary

Our study was carried out on HEALTH DRINK consumption of people carried out in
Bhiwani (Haryana) region.

After data collection, it was analyzed with different charts and graph, which is very
important to find observation and findings. On the basis of this work, suggestions were
made which were very helpful for analyzing project report.

It was observed that bournvita got major share among all health drink. The survey was
conducted to analyze the prospective customer awareness for various health drinks in
market.

After the survey was completed the data was first sorted then analyzed and this analyzed
data was later converted in to form of graphs. This makes result to understand easily by
everyone.
 Introduction

A drink, or beverage, is a kind of liquid which is specifically prepared for human

consumption. There are many types for drinks. They can be divided into various groups
such as plain water, alcohol, non-alcoholic drinks, soft drinks (carbonated drinks), fruit or
vegetable juices and hot drinks. In addition to fulfilling a basic need, drinks form part of
the culture of human society.

India, the world's largest malt-based drinks market, accounts for 22% of the world's retail
volume sales. These drinks are traditionally consumed as milk substitutes and marketed as
a nutritious drink, mainly consumed by the old, the young and the sick. The Health drinks
category consists of white drinks and brown drinks. South and East India are large markets
for these drinks, accounting for the largest proportion of all India sales. The total market is
placed at about 90,000 ton and is estimated to be growing at about 4%. These Malt
beverages, though, are still an urban phenomenon.

White drinks account for almost two-thirds of the market. GSK Consumer Healthcare is
the market leader in the white malt beverages category with a 60.7% overall market share.
Heinz's Complan comes in second (in this segment, third overall) with a market share of
12-13%. Market leader GSK also owns other brands such as Boost, Maltova and Viva.

Currently, brown drinks (which are cocoa-based) continue to grow at the expense of white
drinks like Horlicks and Complan. The share of brown drinks has increased from about
32% to 35% over the last five years. Cadbury's Bournvita is the leader in the brown drink
segment with a market share of around 17%. Other significant players are Nestlé's Milo
and GCMMF's Nutramul.

After 4 years of age, a child's energy needs per kilogram of bodyweight are decreasing but
the actual amount of energy (calories) required increases, as the child gets older. From 5
years to adolescence, there is a period of slow but steady growth. Dietary intakes of some
children may be less than recommended for iron, calcium, vitamins A and D and vitamin
C, although in most cases -as long as the energy and protein intakes are adequate and a
variety of foods, including fruit and vegetables, are eaten- deficiencies are unlikely.
Regular meals and healthy snacks that include carbohydrate -rich foods, fruits and
vegetables, dairy products, lean meats, fish, poultry, eggs, legumes and nuts should
contribute to proper growth and development without supplying energy to the diet.
Children need to drink plenty of fluids, especially if it is hot or they are physically active.
Water is obviously a good source of liquid and supplies fluid without calories. Variety is
important in children's diets and other sources of fluid such as milk and milk drinks, fruit
juices can also be chosen to provide needed fluids. In India, each State is practically
equivalent to a country with its specific socio-economic level, different ethnic groups,
food habits, health infrastructures and communication facilities. Thus, the nutritional
status of the population shows significant variation between states since it results from a
varying combination of factors.
In the last 20 years, there has been an improvement in the nutritional status of the Indian
population. This improvement results from not only changes in food intake but also socio-
economic factors, increased availability of potable water, lower morbidity and
improvement of health facilities. In children under five years of age, the marked
improvement in nutritional status is shown by the reduction of the prevalence of
underweight from 63%, in the 1975-79 periods to 53% in the 1988-90 periods. The under-
five mortality rate (U5MR), an important indicator of the socio-economic development,
and health and nutritional status of a society, declined from 282% in 1962 to 115‰ in
1994.
However, a multitude of infectious diseases such as respiratory and intestinal infections as
well as malaria remain the main cause of death in children under five, with malnutrition
being an aggravating factor. Measles, tetanus, typhoid and hepatitis are also frequent
causes of death during infancy and childhood.
In the last 20 years, there have been no significant changes in patterns of dietary intake.
Adolescents who are undergoing rapid growth and development are one of the
nutritionally vulnerable groups who have not received the attention they deserve. In under-
nourished children rapid growth during adolescence may increase the severity of under-
nutrition. Early marriage and pregnancy will perpetuate both maternal and child under-
nutrition. At the other end of spectrum among the affluent segment of population,
adolescent obesity is increasingly becoming a problem.

Pre-school children constitute the most nutritionally vulnerable segment of the population
and their nutritional status is considered to be a sensitive indicator of community health
and nutrition. Over the last two decades there has been some improvement in energy
intake and substantial reduction in moderate and severe under- nutrition in pre- school
children.
Universally, in bringing up their children, mothers attach a lot of emotional importance to
nourishment. There is an ever-growing need for nourishment and energy in today’s fast-
paced world. Who can resist a steaming, hot drink which promises to energize, nourish
and refresh? The need for nutritional supplementation is all the more relevant for kids.
Coupled with the fact that kids love the delicious taste of these drinks, once they have tried
them, lies the basic tale of milk additives and the growth and development of the Health
drink (HFD) category.

Available Health drink in market can be considered as follows:

 Cadbuary Bournvita

 Horlicks

 Boost

 Complan

 Pediasure

 Nestle Milo
 Company Profile

1. Product Profile: Cadhbury Bournvita

Bournvita, previously called Bourn-vita, is the name of a brand of malted and

chocolate malt drink mixes sold in Europe and North America, as well as Nepal,
India, Nigeria, Ghana, South Africa, Benin and Togo, and manufactured
by Cadbury. Bournvita was discontinued in the UK market in 2008. The drink was
named by Cadbury which was derived from Bournville, the model village which is
the site of the Cadbury factory (Bourn + Vita). It was first sold in 1949.

History:

In Indian company was incorporated on July 19th 1948 as a private limited company
under the name of Cadbury-Fry (India). Soon thereafter the company launched Bournvita.
Through the years, Bournvita has been a market leader in the Health Drinks market as well
as have a dominant share of the Chocolates market.

Product:

Bournvita has a unique taste which combines the goodness of malt and chocolate. It gives
the child physical and mental alertness resulting in a healthy body and an active mind. In
turn this gives the child the confidence to succeed in life.

In Popular Culture:

 It was mentioned in Indian romantic comedy film Partner. Rohan tells a classmate

after small fight to drink Bournvita to become stronger.

 It is mentioned prominently in the Gerard Hoffnung inspired humorous cantata

"Variations on a Bedtime Air."

 Bournvita is mentioned in the 2006 Hindi movie Krrish, in which Krishna tells a

friend he gets his amazing powers from drinking Bournvita.

 It is used to highlight a character's straight-laced nature in the 2006 Hindi

movie Jaan-E-Mann.

 Bournvita is mentioned in the 2003 Hindi movie Koi... Mil Gaya, when Rohit tells
his friend Rahul Gandhi and his mother that he drinks Bournvita daily and even
Rahul needs it.
2. Product Profile: Horlicks

Horlicks is the name of a company and of a malted milk hot drink developed by the
founders James and William Horlick. It is now manufactured by GlaxoSmithKline in
the United Kingdom, South Africa, New Zealand, Bangladesh, Pakistan, India, and
Jamaica, and under licence in the Philippines and Malaysia.

History:

James Horlicks, after whom the brand is named, was a chemist who worked for a company
which produced dried infant food. He became ambitious after inventing some recipes of
his own. So along with his brother William, they found J and W Horlicks of Chicago.

Product:

Put a couple of tablespoons full into a mug. Add warm water or milk and you’re ready to
enjoy a drink that’s tasty and nourishing. Add ice cubes, cold milk or water to
reconstituted Horlicks and it turns into a delicious, thirst quenching drink on a hot
afternoon.Junior Horlicks, a specialist brand for little children. Mother’s Horlicks, a
special nourisher for pregnant and breast feeding mothers.

Brand values:

Horlicks has always been a brand that stands for good health and nourishment through a
wholesome, natural product. A commitment towards product quality and reinforcement of
essential nutrients has won over the trust of generations of mothers.

Horlicks journey to Indian Market:

Horlicks came to India with The British Army; the end of World War I saw Indian soldiers
of British Indian Army bringing it back with them as a dietary supplement. Punjab, Bengal
and Madras Presidencies became early adopters of Horlicks and many well-to-do Indians
took to drinking Horlicks as a family drink in early 1940s and 1950s. It became a sort of
status symbol in upper middle class Indians and rich classes. The first flavour available
inIndia, as in Britain, was malt.

India, where it has traditionally been marketed as The Great Family Nourisher, is the
largest market for Horlicks. The Indian formulation for Horlicks is slightly different than
in most other countries, as there it is manufactured from buffalo milk rather than cows
milk due to cultural concerns. In 2003, the brand underwent a revamp which led to the
introduction of new flavours such as vanilla, toffee, chocolate, honey,
and elaichi (cardamom). The current line-up of flavours include original (malt), chocolate
and elaichi. with the latest offering Horlicks Kesar Badaam added recently to the portfolio,
providing a more specialized taste offering to the consumers.

In recent years, there has been an increase in the scope of the brand in India. By pushing it
to newer segments of the market, Horlicks has become an umbrella brand for a wide
variety of products ranging from the flagship malt drink to instant
noodles, confectionery and breakfast cereal. Special formulations of the malted drink for
young children (Junior Horlicks), breast-feeding mothers (Mother's Horlicks), women
(Women's Horlicks) and adults (Lite Horlicks) exist. Horlicks biscuits were first launched
in 1993, and an energy bar was launched in 2009, named Horlicks NutriBar. Also in late
2009, Foodles, a brand of instant noodles, was launched under the Horlicks umbrella. This
was followed in 2011 by launches of Horlicks Gold, a premium variant of the malt drink
(dubbedThe Best Horlicks Ever), and Horlicks Oats, the first breakfast cereal product
under the Horlicks brand.

In 2010, Horlicks accounted for 85% of the  2306 crore (US$380 million) revenue of

GlaxoSmithKline in India. It is currently the most widely consumed packaged beverage in
India, after bottled water.

The biggest branding event is Horlicks Wizkids. This event started its way in 2003 and till
now has reached approximately 25 million kids in all India as well as in Sri
Lanka, Pakistan, Nepal and Bangladesh.

Aahar Abhiyan is an Horlicks initiative to increase malnutrition-related awareness

amongst mothers, families and communities. With the sale of every bottle of Horlicks, the
company contributes Re 1 towards the initiative. The campaign attempts to raise
awareness about proper nutrition amongst mothers of children aged between 3–6 years.

Sleep Promotion:

Claims are often made by malted milk drinks such as Horlicks that they assist sleep, but
these claims have been difficult to verify. According to GlaxoSmithKline: "While ...
research indicates that Horlicks drinks can help you to sleep better, the exact way in which
Horlicks works is not clear."

Malted drinks may help to stave off hunger overnight, which can lead to sounder sleep.
3. Product Profile: Boost

Boost is a chocolate-flavored health food drink manufactured by GlaxoSmithKline. It was

launched in 1977 in India. Brand ambassador for Boost in 1986 was the cricketer Kapil
Dev. Sachin Tendulkar became the brand ambassador with his debut in 1989. Virender
Sehwag joined in 2002. Later in 2008, Mahendra Singh Dhoni became the brand
ambassador. The product's slogan "Boost is the secret of my energy" is ubiquitous in
India. Boost was developed by the company’s Indian R&D team in 1974. Positioned as the
'energy fuel', the brand soon generated great consumer pull and was subsequently
launched at a national level.

Manufacture:

GlaxoSmithKline is a United Kingdom-based pharmaceutical, biological, and health care

company. It also has a Consumer Healthcare operation comprising leading oral healthcare
products, nutritional drinks, and over-the-counter medicines. The brand became national in
the 1980s. Glaxo rules the Indian HFD market with a share of around 64%. The market is
ruled by Horlicks and the leader is flanked by Maltova and Viva.

Brand values:

The personality of the Boost brand is distinctly sporty and energetic and everything - from
the tone of communication to packaging - is done to reflect this vibrant energy. Today, the
colour red and 'Boost is the secret of my energy' have become synonymous with the brand.

Market:

Boost is a part of Indian Health drinks (HFD). HFD is targeted at children aged 5–18. The
market is huge since this is the age group that demands some kind of energy drink. The
kids are active and playing during this age and the pressure is on the homemaker to keep
the energy level of the kids high using some drinks. Boost was innovative not only in the
promotion front but also in product improvements. In 2002, as a part of its repositioning,
the brand came out with Power Boosters: which contains copper and biotin. It was first of
its kind in this segment. Boost also innovated in packaging. Over these years, the
packaging became contemporary and stylish to reflect changing consumer preferences.
This was good enough to attract children. With competitors like Bournvita, Complan,
Horlicks, this brand had to attract the children and provide them with a better, healthy,
tasty, and nutritional energy drink.
4. Product Profile: Complan

Complan Foods is a British company that makes powdered milk energy drinks. It was

acquired by Danone in 2011. In India the Complan brand is owned by the H. J. Heinz
Company.

History:

Complan was launched by Glaxo in 1954. As part of Glaxo's Farley Health

Products subsidiary, the Complan UK brand was sold to Boots in 1988. In India, Complan
remained with Glaxo until 1994, when it was acquired by Heinz, who also acquired the
UK brand in the same year. In 2002 a majority stake in the UK business (Complan Foods)
was sold to the Saatchi brothers' Saatchinvest.

Glaxo brought Complan to India in 1964 and marketed it through doctors as a

convalescence drink. After it went OTC in 1969, Complan continued to be perceived as an
ethical product. In those days its tag line “Complan has 23 Vital Nutrients whereas Milk
has 9” had established Complan’s superiority over milk on nutritional delivery.

Product:

Enriched with 23 vital nutrients in balanced proportion Complan is an ideal nutritional

supplement for children in its target segment of four to fourteen years. It is Heinz’s
constant endeavour to upgrade Complan’s formulation as per the latest d envelopments’ in
nutritional sciences and the changing requirements of growing children.

Brand Values:

Complan, with a history going back half a century, is the Gold Standard in children’s
nutrition and one of India’s heritage brands. The brand takes its job of delivering nutrition
to growing children seriously and has built enormous credibility over the years.
5. Product Profile: Pediasure

History:

Pediasure was launched in India way back in 2000. PediaSure is a nutrition specialist that
helps provide balanced nutrition to children. Children have fussy eating habits that prevent
their bodies to get complete nutrition for proper growth. PediaSure solves this problem by
fulfilling the body’s vitamin and mineral requirements. It helps improve the overall
development of children and also strengthens their immune system.

Product :

The PediaSure family of products is a source of complete, balanced nutrition designed

especially for children 1 to 13 years of age. PediaSure is clinically proven to help kids
grow. PediaSure products, when used in appropriate amounts with the appropriate
patients, may be used as a sole source of nutrition or as a supplement, in all 50 states.

Brand value:

Pediasure is a food supplement for children aged 1-13. The brand is fighting for its share
in the Rs 0.56 billion pediatric nutrition market in India. But compared to other
competitors, the brand was virtually silent in the Indian market
6. Product Profile: Nestle Milo

History:

Milo is a chocolate and malt powder which is mixed with hot or cold water and/or milk to

produce a beverage popular in many parts of the world. Produced by Nestlé, Milo was
originally developed by Thomas Mayne in Sydney, Australia in 1934 It is marketed and
sold in many countries around the world.

Products:

Milo has been made into a chocolate bar, manufactured by Nestlé. Products based on Milo
are available, such as cereal, yoghurt and ice cream. In addition to the powdered form,
there is a pre-mixed version of Milo that comes in cans or drink boxes.

Brand Value:

Milo contains 1421 calories in every 100 g of the powder, mostly from carbohydrates.

Carbohydrates can be used for energy by the body, which is the basis of Milo being
marketed as an energy drink. The high calorie content means Milo can be useful for
preventing weight loss.

Nestle Milo in India:

1995

During the same year the Nanjangud factory was commissioned and the unit was to
manufacture MILO - the World's Largest Selling Chocolate energy food drink.

1996

During the year company launched MILO-Chocolate energy food drink in South India and
a range of culinary products like, Dosa and Sampar mixes, pickles and new varieties of
soups under the brand "Maggi". 

1997

Nestle's wafer chocolate brand, Kit Kat, which created a major dent in the market with its
launch, its international milk drink brand Milo has garnered a mere three per cent share
(value terms) in the Rs 500 crore market, a year after its launch in India.
 Literature Review

Food labels are- the prime channel for information dissemination between food producers
and retailers, and the consumers of food products (Food and Agriculture Organization of
the United Nations and the World Health Organization (FAO, WHO, 2001). food labels
play an important role by disseminating important nutritional information to consumers.
Initially, food labelling was limited to food name, quantity, price and identity of the
manufacturer. But recently, one of its important functions is to bridge the gap between the
consumer and the original food ingredients. The picture on the label sometimes gives an
idea of the colour, form and shape of the raw food and nutritional information guides the
consumer about the contents and the usefulness of the product. Thus, detailed and well-
informed food labels have become an indispensable part of today's consumption scenario.
Nutrition labelling is not strictly mandatory at present; therefore, consumers rely on food
producers to inform them about the nutritional content of their products. Food companies
can satisfy consumer demand for nutritional information by including such information on
labels. Morris (1991) advocates the need for nutrition information on food products. He
argues that nutrition labelling assists consumers in their quest to obtain optimal intake of
nutrients. Lewis et al. (1994) also support such views. They view the nutrition label as a
means of bridging the gap between general dietary guidelines and specific food choices.
Hence, they consider the nutrition label as a means of implementing dietary
recommendations. Similarly, Gourlie (1995) believes that nutrition labelling will act as a
link between the scientific community and the consumer. Nutritional labelling is not
mandatory at present even in India (Sankar, 2007) but the Indian Government is working
on a proposal to do so (Economic Times, 2007). The Ministry of Consumers Affairs,
Food and Public Distribution has made The Standards of Weights and Measures Rules
1977 mandatory for labelling. They include packaging, MRP, weight specifications and
production details. There is no reference to nutritional labelling. The suggested
amendments are the incorporation of quantitative ingredient Declaration, nutritional
labelling and other details regarding production. Some food companies have nutritional
labelling (EU norms) on their products but majority of them do not have. The draft
regulation under the Prevention of Food Adulteration (Amendment) Rules 2006 has been
deferred for a third time to October 2008 (Chitrodia, 2008). This delay in making labels
mandatory has become an important point of concern for Indian consumers. While the
Indian Government is deliberating the law on nutritional labelling, it is important to know
the usage of these labels by Indian consumers and how they view the most prevalent
format. No research to date has been carried out on the subject, so this study aims to
provide an insight into the usage of labels by Indian consumers in order to inform the
future policy debate.

 Citation: Ministry of Health. (2013) Food and Nutrition Guidelines for Healthy
Older People: A background paper. - This paper has not been written for use in
the clinical management of older adults with diagnosed disease or impairment, or
for older adults who are dependent on support from residential care facilities or
programmes. Dietitians should adapt this advice if applying it to older people with
specific nutritional and food requirements. Any work or advice resulting from the
use of this background paper must also take into account the complex interactions
of a specific population’s health status and needs, lifestyle, and social and
environmental factors to facilitate the best possible health for the older population.
This paper provides detailed information for health practitioners.

 Rapport H. (2011), the aim of the present review is to examine the research
concerning energy regulation of solid foods, energy regulation of liquid foods, and
a comparison between the two food forms. Energy regulation of solid foods seems
to be governed by a multitude of factors. The governing factors that will be
considered in the present review include hormones, macronutrient content, and
energy density. Energy regulation in liquid foods does not appear to be as effective
as energy regulation of solid foods; however, viscosity of the beverage,
macronutrient content (especially fiber content), and speed at which the beverage is
consumed all appear to regulate energy consumption of liquid foods.

 Karin du Plessis(2010), Consuming a nutrient-rich diet provides the body and

mind with the energy it requires and assists individuals in maintaining optimum
health and wellbeing. Self-report surveys indicate that most Australians consider
their health to be very good or excellent. However, there has been a rise in
lifestyle-related chronic diseases (e.g., Type-2 diabetes, cardiovascular disease)
which would appear to question accuracy of these health perspectives. From recent
research it is also evident that there is likely link between nutrition and mental
health.
 Alyson C. Ward (2009), Adolescents are labeled as sensitive to caffeine, though
despite this predisposition, consumption is high among this population. Energy
drinks are a current trend in soft-drink-like beverages and are marketed to 11-35
year olds. However, unlike soft drinks, energy drinks are not regulated by the Food
and Drug Administration, and therefore do not have to limit their caffeine content.

 McDermott et al.(2006), Studies examining the extent and nature of food

promotion to children showed that it is dominated by television advertising, and
the great majority of this promotes the so-called ‘Big Four’ of pre-sugared
breakfast cereals, soft-drinks, confectionary and savoury snacks. In the last ten
years, advertising for fast-food outlets has rapidly increased, turning the ‘Big Four’
into the ‘Big Five’. There is some evidence that the dominance of television has
recently begun to wane. The importance of strong, global branding reinforces a
need for multifaceted communications combining television with merchandising,
‘tie-ins’ and point of sale activity.

 Dietary Guidelines for Americans (2005), recommends 2 cups of low-fat or fat-

free milk or equivalents (i.e., cheese, yogurt) daily for children aged 2 to 8 years,
and 3 cups or equivalents daily for people aged 9 years and older because of milk’s
important nutrient contributions to the diet

 Henchion et. al.,(2000)., Regional imagery and quality products : the Irish
experience. British Food Journal 102(8):630-644- Regional imagery is
increasingly being recognised as having a commercial value for the products of
underdeveloped areas. It provides a subjective source of quality differentiation.
Results of a consumer survey in Ireland indicate that region of origin is an
important consideration for two out of three consumers when deciding to buy
quality products and that products from rural areas are generally perceived to be of
high quality. However, the links between region and quality products are under-
developed as indicated by the fact that Ireland is seen as a single region and the
low level of awareness for selected regional labels. The development of territorial
linkages must be based on geographical sub-divisions of relevance to consumers
and must be carefully managed to avoid unnecessary competition and duplication
of effort. Discusses the use of regional imagery, reviews the meaning of quality
and presents the results of a survey of Irish consumers focusing on their
 perceptions and behaviour in relation to regional quality products. It also draws
some conclusions and makes recommendations of relevance to policy-makers and
local development agencies.

 Karhunen et al.(1997), showing that leptin secretion is correlated with the

termination of an eating episode. Researchers monitored subjects’ gut hormones
levels before an eating session, throughout an eating session, and at the termination
of an eating session and found that serum leptin levels were low prior to the
initiation of an eating session but increased dramatically during an eating session
and peaked following eating periods.

 Warde, A. (1997). “Consumption, Food and Taste” London, Sage Publications.-

Analysis of the nature of (food) consumption in present day developed economies,
from a sociological perspective. Highlights that the subject of consumption can be
studied from a materialist perspective (consumer behaviour, practicalities of
marketing commodities) or a cultural perspective (analysis of signs, symbols, texts,
constructs). Contrasts theories of Bourdieu, who argues that in C20th, consumption
is an expression of one's place in society or 'habitus', with those of Beck, who
argues that consumption options free individuals to express their identities in
different ways. On these bases, proposes 4-quadrant diagram categorising changing
consumption patterns, each quadrant representing a different 'trajectory'. 1:
uncertainty about consumption; 2. niching of consumption; 3. uniformity of
consumption; 4. entrenchment of consumption by social structure. Following a
systematic analysis of magazine adverts, and National Food Survey data, proposes
4 'antimonies' of taste driving decision-making in food choice: 1. novelty-tradition;
2.health-indulgence; 3. economy-extravagance; 4. convenience-care. Importantly,
argues that traditional cuisines offer moral or esthetic anchor in modern world.
 Research Methodology

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of study how research is done systematically. In simple words, all
those methods that are used by the researcher during the course of study his research
problems are termed as research methodology.

Research in common refers to a search for knowledge. Once can also define research as a
scientific and systematic search for pertinent information on a specific topic. In fact,
research is an art of scientific investigation.
It comprises of a number of interrelated and frequent overlapping procedures and
practices. It is necessary to mention as to what procedures, tech. have been adopted
keeping in view this section is including in this report. This part is divided in to 4 sections:

Research Design:

Research design is arrangement of condition of collection and analysis of data in a manner

that companies relevance of data to be collected. The sample to be selected in a manner in
which the data so collected is to be organized. It constitutes the main body of the research
design. The present study conducted through a survey method using a well-formed and
framed questionnaire.

Sources of Data:

Primary Data:

The primary data are those which are collected afresh and for the first time, and thus
happens to be original in character.

Primary data for this project was collected through questionnaire.

Secondary Data:

The secondary data are those which have already been collected by someone else and
which have already been passed through the statistical process.

Secondary data for this project were collected from the internet and library.

Sample Area:

The sampling area for this project would be customers & Sellers which includes children’s
in, Bhiwani, State Haryana.
Sample Size:

The sampling design adopted was random sampling. It is made one sided survey i.e.
buyers of health drinks.

Sample size of buyers: 55

Out of 55 buyers, 8 buyers respond negatively. Therefore, our sample size reduced to 47 &
we make analysis on the basis of 47 questionnaire

Data Analysis Techniques:

The data after collection has to be processed and analyses in accordance with the outline
laid down for the purpose at the time of developing the research plan. By Analysis we
mean the computation of certain indices or measures along with searching for patterns of
relationship that exist among the data groups.

For this project percentage method is used for the analysis of the available data. With the
help of percentage method the data has been converted into percentage and has been
represented with the help of graph.
 Objectives of the Study
The main objectives of my studies are as follows:

 To find out the availability & demand of the health drinks products.

 To find out the awareness of health drink products.

 Study of buyers’ choice among various health drinks.

 To understand demographic profile of buyers’.

 To check whether there is a gap among the different buyers perception.

ANALYSIS, INTERPRETATION,
PRESENTATION.
 Demographic details of respondents

Table No. 1:Demographic Details

Frequency Percentage
Gender
Male 10 18.18
Female 45 81.82
Total 55 100
Age
25-35years 6 10.90
35-45years 31 56.40
above 45 years 18 32.70
Total 55 100
Marital Status
Single 2 3.63
Married 53 96.37
Total 55 100
Occupation
Business 8 14.55
Housewife 35 63.64
Serviceman 12 21.81
Total 55 100
Income (Annually)
Below 1 Lac 8 14.55
Above 1 Lac 49 85.45
Total 55 100
Educational Qualification
U.G. 22 40.00
Graduate 23 41.81
Professional 8 14.56
Any Other 2 3.63
Total 55 100
Family Type
Single 25 45.46
Joint 30 54.54
Total 55 100
 Questions which are asked from buyers?

Q.1) Have you Purchased the Health drink products for your kids?

Table No.: 1

Answers No. of Respondents Percentage

Yes 47 85.00

No 8 15.00

Total 55 100.00

Interpretation:

The above chart shows 85% respondents purchase health drink. And rest of 15%
respondents doesn’t purchase any heath drinks.
Q.2) Which Health drink is preferred by you?

Table No.: 2

Answers No. of Respondents Percentage

Bournvita 25 53.00

Boost 1 2.00

Milo 1 2.00

Horlicks 10 22.00

Complan 8 17.00

Pediasure 2 4.00

Total 47 100.00

Interpretation:

The above chart shows the percentage of choice of product. It is seen that most people like
bournvita and horlicks.
Q.3) What is the Purpose of purchasing the Health drink?

Table No.: 3

Answers No. of Respondents Percentage

To increase the height of your child 14 30.00

To sharpen the mind of your child 9 19.00

For making your child to drink milk 11 23.00

For taste only 13 28.00

Total 47 100.00

Interpretation:

The above chart shows that 30%, 28%, 23% and 19% of respondents purchase the health
drink for increase the height, taste only, make child to drink milk and sharpen the mind of
their children.
Q.4) Which flavour is preferred by you?

Table No.: 4

Answers No. of Respondents Percentage

Chocolate 36 77.00

Vanilla 2 4.00

Strawberry 5 11.00

Other 4 8.00

Total 47 100.00

Interpretation:

Above chart shows that the 77% of respondents prefers chocolate flavour for the children
and 11% respondents prefers strawberry, 4% respondent prefers vanilla and rest of
respondent prefers other flavours.
Q.5) Before purchase do you check the date of manufacturing and expiring?

Table No.: 5

Answers No. of Respondents Percentage

Yes 46 98.00%

No 1 2.00%

Total 47 100.00%

Interpretation:

More than 90% of respondents checks the manufacturing & expiry date while purchasing
the product.
Q.6) Do you follow the instructions mention on the product with respect to usage?

Table No.: 6

Answers No. of Respondents Percentage

Yes 27 57.00%

No 20 43.00%

Total 47 100.00%

Interpretation:

The chart shows that 57% respondent says that they follow the instructions written on
product while 43% says that they don’t follow it.
Q.7) From where do you purchase the Health drink?

Table No.: 7

Answers No. of Respondents Percentage

Retailer 24 51.00%

Medical store 7 15.00%

Canteen 3 6.00%

Easyday 6 13.00%

Confectionery 7 15.00%

Total 47 100.00%

Interpretation:

The above chart shows that most of respondents ie.51% purchases their health drink from
retailer while 15% from medical store & confectionary, 13% from easyday and 6% from
canteen.
Q. 8) Whether the brand preferred by you is always available?

Table No.: 8

Answers No. of Respondents Percentage

Yes 44 94.00%

No 3 6.00%

Total 47 100.00%

Interpretation:

The chart shows that 94% respondent says that their product is always available while 6%
says product is not available always.
Q.9) If the product which you want to purchase is not available, then you shift to the other
brand?

Table No.: 9

Answers No. of Respondents Percentage

Yes 13 28.00%

No 34 72.00%

Total 47 100.00%

Interpretation:

This chart shows that if the product which they want to purchase is not available, then they
shift to the other brand or not.
Q.10) From which source do you know about the products?

Table No.: 10

Answers No. of Respondents Percentage

Television 34 72.00%

Friends 5 11.00%

News Paper 1 2.00%

Family 4 9.00%

Magazine 1 2.00%

Retailer outlet 2 4.00%

Total 47 100.00%

Interpretation:

The above chart shows that Television is an important media for the awareness of product.
Q.11) Are you influenced by the advertisement?

Table No.: 11

Answers No. of Respondents Percentage

Yes 44 94.00%

No 3 6.00%

Total 47 100.00%

Interpretation:

The above chart shows that the percentage of the response of the influence by
advertisement. It is seen that 94% of respondent are influenced while only 6% are not
influenced.
Q.12) Do you remember / recall any advertisement?

Table No.: 12

Answers No. of Respondents Percentage

Yes 28 60.00%

No 19 40.00%

Total 47 100.00%

Interpretation:

The above chart shows that the percentage of the respondents who recall advertisements.
Q.13) How often to your children consume the product?

Table No.: 13

Answers No. of Respondents Percentage

Once a day 19 41.00%

Weekly 1 2.00%

Twice a day 25 53.00%

Occasionally 2 4.00%

Total 47 100.00%

Interpretation:

The above chart shows the drinking frequency of people.

Q.14) How much quantity is consumed at one time?

Table No.: 14

Answers No. of Respondents Percentage

1 Tea-Spoon 35 75.00%

2 Tea-Spoon 10 21.00%

3 Tea-Spoon 2 4.00%

More than 3 Tea-Spoon 0 0.00%

Total 47 100.00%

Interpretation:

The above chart shows the quantity of health drink consumed. It is clearly seen that 75%
consume 1 Tea-Spoon.
Q.15) How much quantity do you purchase for a month?

Table No.: 15

Answers No. of Respondents Percentage

250 gm 4 9.00%

1 kg 17 36.00%

500 gm 24 51.00%

More than 1 kg 2 4.00%

Total 47 100.00%

Interpretation:

The above chart shows the percentage of average quantity of purchasing health drink. It is
seen that 51% of respondents purchase 500 gm packet while 36% purchase 1 kg.
Q.16) How do your kids prefer the Health drink?

Table No.: 16

Answers No. of Respondents Percentage

Cold 14 30.00%

Hot 19 40.00%

Moderate 14 30.00%

Total 47 100.00%

Interpretation:

The above chart shows that 40% respondent like to have the health drink hot while 30%
take it cold and remaining 30% take it in moderate manner.
Q.17) What is the taste of the health drink purchased by you?

Table No.: 17

Answers No. of Respondents Percentage

Sweet 30 64.00%

Normal 17 36.00%

Bitter 0 0.00%

Total 47 100.00%

Interpretation:

The above chart shows the views of respondent about the taste of health drink.
Q.18) Are you satisfied with the product in terms of taste and benefit?

Table No.: 18

Answers No. of Respondents Percentage

Highly dissatisfactory 0 0.00%

Dissatisfactory 1 2.00%

Neutral 8 17.00%

Satisfactory 22 47.00%

Highly satisfactory 16 34.00%

Total 47 100.00%

Interpretation:

The above chart shows that 47% respondent rank their drink as under satisfactory while
34%, 17%, and 2% are ranked as highly satisfactory, neutral and dissatisfactory.
Q.19) What is age of child who is consuming Health drink?

Table No.: 19

Answers No. of Respondents Percentage

3 yrs - 5 yrs 27 57.00%

5 yrs - 10 yrs 12 26.00%

10 yrs - 15 yrs 5 11.00%

15 and above 3 6.00%

Total 47 100.00%

Interpretation:

The above chart shows that 57% respondents give health drink from the age 3 yrs- 5 yrs
and rest are 26% at 5 yrs- 10 yrs, 11% for 10 yrs- 15 yrs and 6% for 15 yrs and above.
Q.20) Are you influenced by the promotion schemes offered?

Table No.: 20

Answers No. of Respondents Percentage

Yes 33 70.00%

No 14 30.00%

Total 47 100.00%

Interpretation:

The above chart shows the percentage of influence on buyers due to schemes.
Q.21) If there is a change in the scheme ,than do you move to the other products / brands
with more attractive scheme?

Table No.: 21

Answers No. of Respondents Percentage

Yes 4 9.00%

No 43 91.00%

Total 47 100.00%

Interpretation:

The above chart shows the percentage of shifting of buyers to other brand due to schemes.
Q.22) Do you want any improvements in the products?

Table No.: 22

Answers No. of Respondents Percentage

Yes 18 38.00%

No 29 62.00%

Total 47 100.00%

Interpretation:

The above chart shows the that whether the product need improvement or not.
Q.23) Which improvement is preferred by you?

Table No.: 23

Answers No. of Respondents Percentage

Reduction in Price 14 30.00%

Attractive Packing 0 0.00%

Change in Taste 3 6.00%

None 30 64.00%

Total 47 100.00%

Interpretation: Majority i.e. 64% of them doesn’t want any improvement 30% wants
reduction in price and 6% wants change in taste.
 Limitations of the Study

Although maximum efforts have been put to make the research project comprehensive and
free from any biases, still the scope of project is limited due to some unavoidable reason.
Some of these reasons are given as under:

Sample Size:

The sample size was limited, only100 people.

Limited Time:

There was limited time in which this project has to be completed. Therefore it was a major
limitation of this study.

Lack of Response:

The customers were also not giving the proper answers of the questions, followed up
where possible made but still there were instances where the desired people were either
unavailable or unwilling to response. Thus affecting the scientific accuracy.
 Annexure, Questionnaire
Questionnaire for buyers
Q.1) Have you Purchased the Health drink products for your kids?

a) Yes b) No

Q.2) Which Health drink is preferred by you?

a) Bornvita b) Boost c) Milo

d) Horlicks e)Complian d) Pediasure

Q.3) What is the Purpose of purchasing the Health drink??

a) To increase the height of your child

b) To sharpen the mind of your child.

c) For making your child to drink milk.

d) For taste only.

Q.4) Which flavour is preferred by you?

a) Chocolate b) Vanilla

c) Strawberry. d) Other

Q.5 Before purchase do you check the date of manufacturing and expiring?

a) Yes b) No

Q.6 Do you follow the instructions mention on the product with respect to usage?

a) Yes b) No
Q.7)From where do you purchase the Health drink?

a) Retailer b) Medical store c) Canteen

d) Confectionery e) Easyday

Q.8) Whether the product preferred by you is always available?

a) Yes b) No

Q.9) If the product which you want to purchase is not available, then you shift to the other
brand?

a) Yes b) No

Q.10) From which source do you know about the products?

a) T.V. b) Friends c) newspaper

d) Family e) Magazines f) Retailer outlet

Q.11) Are you influenced by the advertisement?

a) Yes b) No

Q.12) Do you remember / recall any advertisement?

a) Yes b) No

Q.13) How often to your children consume the product?

a) once a day b) Once in a week

c) Twice a day d) Occasionally

Q.14) How much quantity is consumed at one time?

a) 1 tea spoon b) 2 tea spoon

 c) 3 tea spoon d) More than three

Q.15) How much quantity do you purchase for a month?

a) 250 gm b) 1 kg

c) 500 gm d)More than 1 kg

Q.16) How do your kids prefer the Health drink?

a) Cold b) Hot c) Moderate

Q.17) What is the taste of the health drink purchased by you?

a) Sweet b) Normal c) Bitter

Q.18) Are you satisfied with the product in terms of taste and benefit?

a) Highly dissatisfactory b) Dissatisfactory

c) Neutral d) Satisfactory e) Highly satisfactory

Q.19) What is the age of child who is consuming health drink?

a) 3 – 5 yrs b) 5 – 10 yrs

c) 10 -15 yrs d) 15 yrs & more

Q.20) Are you influenced by the promotion schemes offered?

a) Yes b) No

Q.21) If there is a change in the scheme ,than do you move to the other products / brands
with more attractive scheme?

a) Yes b) No
Q.22) Do you want any improvements in the products?

a) Yes b) No

Q.23) Which improvement is preferred by you?

a) Reduction in price b) Attractive packaging

c) Change in taste d) None

1. Name:

2. Age: a) 25-35 b) 35-45 c) above 45

3. Gender: a) Male b) Female

4. Marital Status: a) Married b) Single

5. Occupation: a) Business b) Service c) Housewife

6. Income(Annually): a) Below 1Lac b) Above 1Lac

7. Educational Qualification: a)UG b) Graduate

c) Professional d) Any other

8. Family Type: a) Single b) Joint

9. Size of Family(No. of Members):

10. Total No. of dependents:

 Suggestions

• Demand for big pack and schemes.

• Reduction in prices.

• Requires wider availability of the product.

• Tighter lid packing.

• Increment in the range of flavor available in market.

• Check the Packaging Date.

• Increment in flavours.

• Protection from moisture.

 Conclusion
As the customer is considered to be the king of the market, this fact is very
much true for the liquid food drink industries. It is very important on the part
of the organization to learn customer behavior in order to increase their sale
and create a good brand image in the minds of the customer.

From the survey carried out and after data analyses of the information obtain
it can be concluded that people are aware of different brands of health drink.
Most of the customers prefer to use 1 glass a day as it is convenient in both
way in terms of quantity and notorious. Brand name is consider as an
important factor while purchasing a health drink and in which Bournvita of
health drink is most preferred brand name among the customer. It is also
concluded that Television has played a vital role in spreading awareness of
various health drink brands. Many people also consider the quality and
hygiene maintain by the company. It is also found that price plays an
important role in any product but service also plays equal importance in
success of any product.

All the information gathered during this survey and after analyzing it
properly one come to only one conclusion that liquid food drink industries
has a great scope in future.
 Bibliography

1. www.google.com

2. www.qdabury.com

3. www.horlicks.com

4. www.complan.com

5. www.boost.com

6. www.pediasure.com

7. www.milo.com