A PROJECT ON

“A COMPARATIVE STUDY ON CONSUMPTION PATTERNS OF SOFT

DRINKS AND FRUIT JUICES”

A PROJECT SUBMITTED TO
UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF THE DEGREE
OF
MASTER IN COMMERCE
UNDER THE FACULTY OF COMMERCE
SUBMITTED BY

MD ZIYARAT HUSSAIN ANSARI MD AASHIQUE

ROLL NO : 03
SEAT NO : 3222839

UNDER THE GUIDANCE OF

PROF. MRS SHENAAZ KHAN
RIZVI EDUCATION SOCIETY’S
RIZVI COLLEGE OF ARTS, SCIENCE AND COMMERCE

Rizvi Educational Complex, Off Carter Road, Bandra (West), Mumbai -50
ACADEMIC YEAR
2019 – 2020

1
 CERTIFICATE
This is certify that MR. MD ZIYARAT HUSSAIN ANSARI MD AASHIQUE has worked and
duly completed her project work for the degree of master in commerce in the subject of advance
accountancy and her project is entitled, “An overview on the level of awareness of income tax
filling by government employee” under my supervision. I further certify that the entire work
has been done by the learner under my guidance and that no part of it has been previously for
any Degree or Diploma of any university.
It is her own work and facts reported by her personal findings and Investigations.

PROF. MRS SHENAAZ KHAN

External Examiner Dr. Leena Nair

Date of Submission: 13th January 2019

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 DECLARATION

I the undersigned Mr. Md Ziyarat Hussain Ansari Md Aashique here by, declare the work
embodied in this project work titled “An overview on the level of awareness of income tax filling
by government employee”, forms my own contribution to the research work Carried out under
the guidance of Prof. Mrs Shenaaz Khan is a result of my own research work and has not been
previously submitted to any other Degree/Diploma to this or any other University.
Wherever reference has been made to previous works of others, it has been clearly indicated as
such and included in the bibliography.
I, here by further declare that all information of this document has been obtained and presented
in accordance with academic rules and ethical conduct.

.
MD ZIYARAT HUSSAIN ANSARI

Certified by
Prof. MRS SHENAAZ KHAN

3
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they so numerous and the depth is so
enormous.
I would like to acknowledge the following as being idealistic channels and fresh dimensions in
the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance to do this
project.
I take this opportunity to thank my Principal, DR. MRS ANJUM ARA AHMAD for providing
the necessary facilities required for completion of this project.
I take this opportunity to thank our coordinator Prof. Shehnaz Khan, for her moral support and
guidance.
I would also like to express my sincere gratitude towards my project guide Prof. MRS
SHENAAZ KHAN whose guidance and care made this project successful.
I would like to thank my college library, for having provided various reference books and
magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project especially my Parents and Peers who supported me throughout my
project.

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 EXECUTIVE SUMMARY

Soft Drinks were common preference among all the individuals before juices were being
introduced,

With the changing lifestyle and income levels, people are shifting their consumption patterns and
have therefore become more health conscious thus leading to increase in demand of juices.

Market Research is based on some underlying parameters like:

 Changing consumption pattern
 Health factor
 Status consciousness
 Varying lifestyle

The basic subject matter of the research, comparative analysis of Soft Drinks and Juices is
focused to study the mind/taste of different age group of people.
The study starts with determining the major players in the soft drinks and the juices market, their
overall consumption pattern among the people and ends up with the conclusion as per the state of
mind of the average rational human being.

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 TABLE OF CONTENTS

Sr no. Perticular Page no.

1 Introduction
1.1 Beverage

1.2 Overview of the Industry

1.3 Recent issues

1.4 Study of growth of soft Drink Market

1.5 Major players in soft drink segment :

Coca- cola, Fanta, Limca, Sprite, Thums up,

Maaza, Pepsi
1.6 Study of growth of fruit drink market
1.7 Major players in fruit drink segment :
Dabur Real, Godrej, Pepsi Tropicana, Leh berry
from Ladakh foods, Parle’s Frooti & Appy

2 Research & Methodology

2.1 Methodology
2.2 Purpose of the study
2.3 Objective of the study
2.4 Scope of the study
2.5 Research Design
2.6 Sampling Technique used
2.7 Selection of sample size

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2.8 Sources of Data collection
2.9 Statistical Tools Used

3 Review and Literature

4 Data Anlysis and Findings
5 Conclusion and Suggestions
Annexure
Questionnaire
Bibliography

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 Chapter 1

INTRODUCTION

BEVERAGE

What is beverage?
A drink, or beverage, is a liquid specifically prepared for human consumption. In addition to
basic needs, beverages form part of the culture of human society.
or
any liquid suitable for drinking; "may I take your beverage order?" 
or
A liquid to consume, usually excluding water; a drink. This may include tea, coffee, liquor, beer,
milk, or soft drinks

Types of beverage
The various types of beverage are:
 Alcoholic beverages
 Non-Alcohol beverages
 Soft drinks
 Fruit juice
 Hot beverages
 Other

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1. Alcoholic beverages
An alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although
in chemistry the definition of an alcohol includes many other compounds. Alcoholic beverages,
such as wine, beer, and liquor have been part of human culture and development for 8,000 years.

2. Non-alcohol beverages

Non-alcoholic beverages are drinks that would normally contain alcohol, such
as beer and wine but are made with less than .5 percent alcohol by volume. The category
includes drinks that have undergone an alcohol removal process such as non-alcoholic beers and
de-alcohol zed wines.

Non-alcoholic variants:
 Low alcohol beer
 Non-alcoholic wine
 Sparkling cider

3. Soft drinks

The name "soft drink" specifies a lack of alcohol by way of contrast to the term "hard drink" and
the term "drink", the latter of which is nominally neutral but often carries connotations of
alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit are
among the most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap
water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks
are optionally available in versions sweetened with sugars or with non-caloric sweeteners.

4. Fruit juice
Juice is a liquid naturally contained in fruit or vegetable tissue. Juice is prepared by mechanically
squeezing or macerating fresh fruits or vegetables without the application of heat or solvents. For
example,orange juice is the liquid extract of the fruit of the orange tree. Juice may be prepared in
the home from fresh fruits and vegetables using variety of hand or electric juicers. Many
commercial juices are filtered to remove fiber or pulp, but high pulp fresh orange juice is a

9
popular beverage. Juice may be marketed inconcentrate form, sometimes frozen, requiring the
user to add water to reconstitute the liquid back to its "original state"

5. Hot beverages
Hot beverages, including infusions. Sometimes drunk chilled.
 Coffee-based beverages
 Cappuccino
 Coffee
 Espresso
 Café au lait
 Frappé
 Flavored coffees (mocha etc.)
 Latte
 Hot chocolate
 Hot cider
 Mulled cider
 Tea-based beverages
 Flavored teas (chai etc.)
 Green tea
 Pearl milk tea
 Tea
 Herbal teas
 Yerba Mate
 Roasted grain beverages
 Sanka

6. Other
Some substances may either be called food or drink, and accordingly be eaten with a spoon or
drunk, depending on solid ingredients in it and on how thick it is, and on preference:
 Soup
 Yogurt

OVERVIEW OF THE INDUSTRY

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The beverage market is worth $55 billion worldwide.
The tides are turning for many beverage categories. While the carbonated soft drink and beer
categories are merely treading water with flat sales, the energy drink category is surging ahead
like never before. Bottled water, ready-to-drink coffee, ready-to-drink tea and sports drinks
follow close behind with substantial sales increase- drinks without added sugar, no beer, along
with developments in juice drinks and dairy-based drinks, are helping to turn around sales in
these categories. What follows is a category-by-category look at the state of the beverage
industry, including the top brands, new products, innovations and future trendsetters.

In order to be successful in the marketplace, one has to think in terms of health innovation, flavor
innovation, ingredient innovation and specific age groups. These are the factors that will shape
the future of the beverage industry.
“Today’s consumers are concerned with overall health and wellness. As a result, there is
significant impact on food and beverage purchases. Many studies have shown that consumers are
as concerned with good health as they are about maintaining a high quality of life.”
Do you know what type of new beverage consumers are most likely to try? Do you know where
they are most likely to pick those products up? Do you know why?
Beverage Industry wanted to know the answers to these questions and to delve deeper into the
ever-increasing number of new product launches in the beverage market. “The soft drink
industry is training people to seek out new products, even the big guys are coming out with
limited-edition flavors, and consumers are beginning to see that there is more flavor activity
going on in the category. Whether that really nets anybody any sales gains is another thing, but it
is teaching consumers to seek out and try new products. It’s also trying to create some
excitement there.”
In spite of several challenges and restrictions faced by this industry, it is a ‘roll’ like never
before. Customer preferences may have shifted, but they are still always on the look out for a can
of ‘coke’ or a new ‘flavored’ drink to quench their thirst.

INDIAN BEVERAGE MARKET

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The size of the Indian food processing industry is around $ 65.6 billion, including $20.6 billion
of value added products. Of this, the health beverage industry is valued at $230 million; bread
and biscuits at $1.7 billion; chocolates at $73 million and ice
creams at $188 million.
The size of the semi-processed/ready-to-eat food segment is over $1.1 billion. Large biscuits &
confectionery units, Soya processing units and starch/glucose/sorbitol producing units have also
come up, catering to domestic and international markets.
The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks.
The Indian beverage industry faces over supply in segments like coffee and tea. However, more
than half of this is available in unpacked or loose form. Indian hot beverage market is a tea
dominant market. Consumers in different parts of the country have heterogeneous tastes. Dust
tea is popular in southern India, while loose tea in preferred in western India. The urban-rural
split of the tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The
size of the total packaged coffee market is 19,600 tones or $87 million. The total soft drink
(carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion.
The market is highly seasonal in nature with consumption varying from 25 million crates per
month during peak season to 15 million during off-season. The market is predominantly urban
with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft
drinks market. Mineral water market in India is a 65 million crates ($50 million)
industry. On an average, the monthly consumption is estimated at 4.9 million crates, which
increases to 5.2 million during peak season.

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13
 RECENT ISSUES

1. Xtazy, another energy drink for the Indian market

The Indian market for energy drinks was estimated recently to have a size of Rs 500 crore, about
90 million Euros. The market which is so far dominated by Red Bull, is attracting various new
players which want to get a share in a growing business. 

      One of the aspirants is Xtazy, an energy drink from the US. “Xtazy is the forth largest energy
drink inthe US”, says Rohan Malhotra, Managing Director of R. M. Indian Liquor Pvt. Ltd., the
exclusive importer for Xtazy. Malhotra has launched Xtazy already in Eastern India, and was
looking now for a distributor in the Delhi area, when FII spoke to him during IFE fair in Delhi
recently.

      In order to take on Red Bull and get a share of 20% from their business, Malhotra wants to
offer better conditions to distributors. “We provide a margin of 6-8% to a distributor, who thus
can earn about Rs 6 a can”, Malhotra says. “ This is more than what Red Bull offers which is
only about 2 – 3 Rs per can.” Xtazy is available in cans of 350 ml, thus more than the usual 250
ml of other energy drinks, and will be priced with a MRP of Rs 85. Four variants are offered,
Cranberry Blast, Sugar Free Passion Fruit-Pineapple, Orange Blast and Lime Blast.

      Malhotra has planned several marketing measures to promote Xtazy, like PoS actions,
coupons and direct marketing in a first round, and night parties in a second round. In marketing
communication, he is highlighting not only the variants, but also health effects as the USPs of
Xtazy, which are derived from ancient herbs used in the drink like gingko and guarana. The
extract of gingko biloba leaf has been shown to dilate blood vessels and has the ability to
increase peripheral blood circulation, especially to the brain, the company writes in a leaflet.
Guarana from Brasil would serve to promote weight loss by increasing the metabolic rate and
reducing the appetite.

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      Besides the US, Malhotra says, Xtazy would be marketed also in Israel, Ukraine and in
Turkey and would soon be launched in China.

2. Australia-based "Aromas" launches first coffee store in India.

Australia-based "Aromas," one of the leading coffee chain shops, launched its first café outlet in
India at Hiranandani, Powai, and Mumbai. The company also tied up with Ideal Hospitality
Private Ltd (IHPL), which would own the brand in the country and south-east Asia.

Jayant Mahiskar, chairman and MD, IHPL, said, "Aromas is being launched keeping in mind the
true coffee connoisseurs. We aim at targeting the youth and corporate at our outlets and Powai
with a mix of residential and office complexes was a natural choice. The coffee has been created
from selection of the original beans and blended to suit all tastes. Aromas ensures freshness and
fullness of flavor." According to the agreement with Aromas, IHPL will pay about 1.5% of the
gross revenue earned.

Further, the company has decided to invest about Rs. 50-75 crore in the next three years to
expand its footprint with 99 outlets in India.

3. China rejects Coke bid to take-over major juice maker

China has rejected Coca-Cola's $2.5 billion bid to buy a major Chinese juice maker. The
purchase of Huiyuan Juice Group Ltd would have been the biggest foreign acquisition of a
Chinese company to date. The proposed purchase was rejected on anti-monopoly grounds, the
Chinese commerce ministry announced on its website. 

Coca-Cola's bid in September prompted an outcry by nationalists who urged the government to
bar foreigners from acquiring one of China's most successful homegrown brands. Rival juice
producers warned that the acquisition would give Coca-Cola too dominant a position in China's
beverage market. A Coca-Cola spokesman in Hong Kong learned of the rejection of the sale had
no immediate comment. Huiyuan's founders and major shareholders already had endorsed the
sale. 

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If Coke were to take over Huiyuan, it will dominate the soft drinks market in China, which not
only hurts consumers, but also other sector participants. Huiyuan controls more than a tenth of
the Chinese fruit and vegetable juice market that grew 15% last year to $2 billion. Coca-Cola has
a 9.7% share and dominates in diluted juices.

According to analysts China's ruling on Coke could cut both ways in that Chinese firms that have
been making increasingly high profile acquisitions abroad may run into trouble of their own. 

4. Pepsi's Slice kicks off the new season with 'Aamsutra'

PepsiCo's popular mango juice drink brand- Slice kicks off the 2009 season with it's new
'Aamsutra' concept. 
According to Homi Battiwalla, business head, juice & juice drinks, PepsiCo India, Slice had seen
powerful consumer momentum post the re-launch of 2008. The new winning formulation has
been appreciated by consumers. Aamsutra has driven strong disruption in the juice and juice
drink category. All of this has made Slice the fastest growing mango drink brand in the country.
"South India is the lead market for mango drinks in the country. Andhra Pradesh is the biggest
mango market and also the fastest growing market for Slice and mango drinks in the country.
Tamil Nadu is amongst the top three states and Slice is the market-leader in Tamil Nadu," he
added

Pepsi has now opted for a new brand ambassador, Katrina Kaif. 

"The creative thought behind the new communication was to further enhance the Slice
experience into dimensions of pleasure, sensuality and indulgence. Last year's commercial was
about enumerating the principles of 'Aamsutra' or the art of experiencing pure mango pleasure
with the new Slice. This year, the commercial portrays the next level to bring alive the mango
indulgence, stated Hari Krishnan, Vice President, JWT. 
The company has now opted for a 360 multimedia campaigns involving digital, print, radio,
impact outdoors and sampling in core markets.

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5. Parle Agro launches lemon flavoured drink "LMN"
Parle Agro, one of the leading food & beverage companies in India, has launched a new fruit-
based lemon drink LMN in the non-carbonated segment. The new brand is a natural lemon juice
drink and the only brand in India with a taste closest to home made, fresh lime water (Nimbu
pani). According to the company, LMN will offer consumers a healthy, refreshing drink with the
goodness of vitamin C. Every summer, the Indian beverage market has seen cola majors battle it
out. This summer, the launch of LMN will see the cola wars taking a back seat and the battle
spilling over to the non-cola segment, to be more precise in the nimbu paani category. PepsiCo
India last week launched a nimbu pani drink, Nimbooz, under the 7Up brand 

On the occasion of LMN's launch, Nadia Chauhan, joint managing director and CMO, Parle
Agro, said, "Nimbu pani has traditionally been India's most commonly consumed cold beverage.
In fact the idea of a branded lemon drink is so simple that you would wonder why nobody
thought of it earlier. The challenge for us was packaging a natural product while retaining its
fresh, original taste throughout its shelf life."

LMN will be available in 110 ml Tetra, 200 ml Tetra and 500 ml PET packs priced at Rs 5, Rs
10 and Rs 23 respectively. The company aims to touch a turnover of Rs 3000-3500 crore by
2011.
The company will target both (youth and adult) segments of consumers to turn them into branded
consumers of nimbu pani. Besides this LMN will also target an emerging segment of consumers
who are looking for a healthy and refreshing beverage in the country. "For the last 20 years,
Parle Agro has been the market leader in fruit based beverages, we have constantly worked
keeping in mind Indian preferences while formulating products that cater to the Indian palate. It
is without any doubt that only an Indian company can understand what real nimbu pani tastes
like and what the Indian consumer wants in a packaged offering," Chauhan added.
Further, the company claims that packaged nimbu pani will have tremendous growth potential,
higher than other packaged drinks mainly because of a major shift in consumer behavior. Today,
the beverage consumer is looking for hygiene, convenience, refreshing taste, affordability and
year-round availability. The name LMN is derived from the SMS version of the word lemon.

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Parle Agro also owns other fruit drink brands like Frooti, Appy Fizz and packaged drinking
water, Bailey.

6. PepsiCo launches 'Nimbooz,' packaged lemon juice with no fizz and

artificial flavours

PepsiCo India has launched its packaged nimbu paani, Nimbooz, under its 7Up brand. The
home-made nimbu paani or lime juice has been specially created to suit Indian tastes.

The lemon juice, no fizz and artificial flavours, is available in trendy, convenient packs.

The drink offers great value to consumers in three packaging formats of 200 ml returnable glass
bottles (RGB), 350 ml PET and 200 ml Tetra attractively priced at Rs 10, Rs 15 and Rs 10,
respectively.
According to Ms Punita Lal, Executive Director- Marketing, PepsiCo India, Nimbooz, is
specially developed to suit Indian tastes and preferences.

"Nimbooz is an affordable offering for consumers on the go because of its ready-to-drink format
that is both convenient and hygienic. The proposition of the Indian refresher perfectly captures
the mass appeal of this product and will certainly drive consumer connect, stated Ms Alpana
Titus, Executive VP-Flavours, PepsiCo India. 

PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360
degree marketing communication plan will revolve around building awareness through multi-city
launches and road shows, comprehensive 3D activation, leveraging Out-of-Home (OOH) media,
radio, press and outdoors. Aggressive trial generation and sampling initiatives will also be taken
forward across major cities of the country. A special 'Nimbooz Highway Gadi' has been created
that will visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails
and consumer education.

7. Coke launches fruit-flavoured Fanta Apple nationally

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After successfully introducing it in southern markets last year, Coca-Cola India has launched its
fruit-flavoured soft drink 'Fanta Apple' nationally. The product is available in 200 ml and 300 ml
returnable glass bottles and also in 500 ml PET pack priced at Rs 8, Rs 10 and Rs 22
respectively. 

During the Fanta Apple launch in October 2008, Venkatesh Kini, marketing vice-president,
Coca-Cola India, said that the company had planned to reach about 3.5 lakh customers with
sample apple flavoured drink to extend its market leadership in the fruit flavoured segment in
Andhra Pradesh and Tamil Nadu. 

"As per consumer research, we have found that after orange, apple is the most preferred fruit in
the country and Fanta Apple has been developed specially for the Indian palate," Kini said on
Monday. According to experts, the nationwide launch of Fanta Apple is a part of the company's
$250 million business plan for the country.

Fanta Apple is the second flavour after Fanta Orange under "Fanta" brand of the company. "We
have had an excellent response down south with a reused value to the drink and with the national
launch of Fanta Apple, we are stepping stones to extend Coca Cola India's market leadership in
the fruit-flavoured sparkling drink segment," Kini added. The company has also announced
Bollywood actress Genelia D'Souza as the new brand ambassador of the Fanta brand.

According to reports, the current expected Indian soft drink market is about Rs 6,000 crore, in
which the company shares about 50% market with its various brands like Coke, 7 Up, Fanta,
Sprite and Thums Up.

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

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 Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with
Pepsi and coca-cola dominating the market. The entire part of the drink is based on its artificial
flavors and sweetening agents as no natural juice is used.

MARKET

 Cola products account for nearly 61-62% of the total soft drinks market.
 Two global majors’ Pepsi and coke dominate the soft drink market.
 NCAER survey says 91% of soft drink in the country is in the lower, lower middle and
upper middle class people.
 The market is worth around Rs.5000 crores with growth rate of around 10-15%.
 The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340 bottles
in the U.S.
 The production as soft drinks has increased from 5670 million bottles in 1998-99 to 6230
million bottles in 1999-2000 industry source.
 Growth market this year is expected to be 10-15% in value terms and 20-22% in volume
terms.

However, the market for carbonated drinks is stagnating and not growing as expected.

MAJOR PLAYERS IN SOFT DRINKS SEGMENT

COCA COLA: thanda matlab coca cola!!!

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 Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now
become the flagship brand of largest manufacturer, distributor of non alcoholic beverages in the
world.
In India, coca cola was the leading soft drink till 1977 when govt. policies necessitated its
departure. Coca cola has made its return to the country in 1993.and made significant investment
to ensure that the beverage is available to more and more people in remote as well as
inaccessible parts of the world.
Coca cola returned to India in 1993 and over the past ten years has captured the imagination of
the nation, building strong association with cricket, the thriving cinema industry, music etc. coca
cola has been very strongly associated with cricket, sponsoring the world cup in 1996.
In 2002, coca cola launched the campaign,”Thanda Matlab coca cola”. in 2003,coke was
available for just rs,5 crores in the country.

FANTA : GHOONTH BHAR SHARARAT KAR LEY!!!

Fanta entered the Indian market in year 1996 under the coca cola brand .over the years, Fanta
has occupied a strong market place and is identified as “the fun catalyst”. Fanta stands for its
vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free
spirit thus encouraging one to indulge in the moment.

LIMCA: LIME AND LEMONI!!!

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Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been
the original thirst choice, of millions of consumers for over three decades.
The brand has been displaying healthy volume growing year on year and limca continues to be
leading flavoring soft drinks in the country.
Dive into the zingy refreshment of limca and walk away a new person.

SPIRITE: SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!!

World wide sprite ranked as no.4 soft drink and is sold in more than 190 countries In India, sprite
was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks,
leading clear lime category.
Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a
straight forward and honest attitude. Its clear crisp hingtaste encourages today’s youth to trust
their instincts, influence them to be true who they are and to obey their thirst.

THUMS UP: TASTE THE THUNDER!!!

Strong cola taste, exciting personality.

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Thums up is a leading carbonated soft drink and most trusted brand in India. Originally
introduced in 1977, thums up was acquired by the coca cola company in 1993.
Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely masculine
attitude. This brand clearly seeks to separate the man from the boys.

MAAZA: YAARI DOSTI TAAZA MAAZA!!!

Maaza was launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza currently
dominates the fruit drink category. Over the years, maaza has become synonymous with mango.
“Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam”.consumers regard maaza as
wholesome, natural, fun loving drink real experience of fruit.

The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit
to the moms rightly captured in tagline, “yaari dosti, and taaza maaza”.

PEPSI: YEH DIL MAANGE MORE!!!

Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co. It is sold in
stores, restaurants and from vending machines. The drink was first made in the 1890’s in North
Carolina.
The brand was trademarked on June 16, 1903.There have been many Pepsi variants produced
over the years.

 Diet Pepsi
 Crystal Pepsi

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  Pepsi twist
 Pepsi max
 Pepsi samba
 Pepsi blue
 Pepsi gold
 Pepsi holiday spice
 Pepsi jazz
 Pepsi x(available in Finland & brazil)
 Pepsi next(available in Japan & south Korea)

STUDY OF GROWTH OF FRUIT DRINK MARKET

FRUIT JUICES

Branded fruit juice market in India holds an immense potential.

Usually confused and considered synonymous with non-aerated drinks, fruit pulps, juices and
squash are high sugar beverages, which are centrifuged and filtered to give a semi- clear
appearance.

In the past, this sector enjoyed an excise exemption, keeping cost at minimal. However the
withdrawal of exemption has inflated costs and can affect growth, with dramatic change possible
on reintroduction of excise exemption.

MARKET

 The organized fruit beverage market is estimated at Rs.500 crores market. (Nectars,
drinks and juices combined).
 The market has grown at a 20% to 25% rate.

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  Of this, more expensive juices segment has grown at rate of 40%this year. It accounted
for only 15% of the fruit beverage 3 years back.
 In –home consumption of juices has gone up from 30%, three years back to 80%today.
 Mango based drinks account for two thirds of fruit drinks industry.

MAJOR PLAYERS IN THE FRUIT DRINK SEGMENT

DABUR REAL

Dabur’s flagship brand real fruit juice is a market leader in packaged fruit juice category. Real
was launched in 1996 and the brand has carved a niche for itself by claiming to be the only fruit
juice in packaged form .i.e.100%preservative free.
Real, with market share of 57% comes in nine flavors:
 Orange
 Mango
 Pineapple
 Mix fruit
 Grape
 Guava

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  Litchi
 Tomato
 Cranberry

Real Active is 100%fruit juice with no added sugar and is available in following variants:
 Orange
 Apple

 Orange- carrot
GODREJ

The food division of godrej industry produces and market fruit drinks, fruit nectar and sofit
soymilk. Godrej’s brand JUMPIN comes in the following flavor:

 Mango
 Pineapple
 Apple
 Litchi
 Orange

Godrej’s x’s is a range of fruit nectar with more fruits. It’s available in following flavors:

 Orange
 Apple
 Grape


26
PEPSI’S TROPICANA

Tropicana brand fruit juice enjoys a market share of 25% and has registered a double digit
growth and has outpaced the growth of fruit juice market in India. It is available in following
flavors:
 Orange
 Apple
 Grape
 Cranberry

LEH BERRY

It is a product from Ladakh Foods. Its first fruit juice in Delhi and it's selling it in the more
affluent parts of town. It enjoys a market share of 4% and is available in a variety of flavors:

 Pineapple
 Apple
 Mixed fruit
 Orange
 Blackcurrant
 Mango
 Guava

PARLE’S FROOTI and APPY

27
Frooti was launched back in 1985 and enjoys market dominance with 85% of market share.
Parle’s Agro’s APPY, in 1996 had a market share of 5% in the fruit drink segment; in 2003 its
new variant-APPY FIZZ was launched.

28
 Chapter 2

RESEARCH & METHODOLOGY

Methodology :-

Every project work is based on certain methodology, which is a way to systematically solve the
problem or attain its objectives. It is a very important guideline and lead to completion of any
project work through observation, data collection and data analysis.
According to Clifford Woody,
“Research Methodology comprises of defining & redefining problems, collecting, organizing
&evaluating data, making deductions &researching to conclusions.”
Accordingly, the methodology used in the project is as follows: -
Defining the objectives of the study
Framing of questionnaire keeping objectives in mind (considering the objectives)
Feedback from the respondents
Analysis of feedback
Conclusion, findings and suggestions.

PURPOSE OF THE STUDY

The main aim of this research study is to analyze the preference of people (of different age
groups) on consumption patterns of Soft Drinks and Fruit Juices.

29
 OBJECTIVE OF THE STUDY

 To study the preferences of the people for soft drinks and fruit juices.

 To find out the factor(s) that influences the consumer’s consumption of soft drinks and
fruit juices.

 To test the know-how of the consumers regarding the various existing brands of soft
drinks and fruit juices.

 To explore the next best beverage after soft drinks and fruit juices.

 To find out how the beverage is positioned in the mind of the consumers.

SCOPE OF THE STUDY

 This study is confined to the North West Delhi region covering areas of
Paschim Vihar, Pitam Pura, Rohini area, Punjabi Bagh.

 Seasonal drinks are not considered in the study.

 We are considering only canned juices.

30
  We are not considering water & alcoholic drinks.

RESEARCH DESIGN
A research design is a framework or blueprint for conducting the marketing research
project. It specifies the details of the procedures necessary for obtaining the information needed
to structure and/or solve marketing research problem.
On the basis of fundamental objectives of the research we can classify research design into two
general types:

EXPLORATORY RESEARCH

CONCLUSIVE RESEARCH

Exploratory research is one type of research design, which has its primary objective
the provision of insights into, and comprehension of, the problem situation confronting the
researcher.
Conclusive research is designed to assist the decision maker in determining
evaluating and selecting the best course of action to take in a given situation.

Conclusive research can be further divided into two types:-

 Descriptive
 Experimental
The research design used in this project is a DESCRIPTIVE DESIGN.

Descriptive study as the name implies is designed to describe something-for example the
characteristics of users of a given product, the degree to which the product use the varies with
income, age, etc.

31
 SAMPLING TECHNIQUE USED:
This research has used convenience sampling technique.
1) Convenience sampling technique: Convenience sampling is used in exploratory
research where the researcher is interested in getting an inexpensive approximation of the truth.
As the name implies, the sample is selected because they are convenient.

SELECTION OF SAMPLE SIZE:

For the study, a sample size of 100 has been taken into consideration.

SOURCES OF DATA COLLECTION:

Research will be based on two sources:

1. Primary data

2. Secondary data

1) PRIMARY DATA:
Questionnaire: Primary data was collected by preparing questionnaire and the people were
randomly being requested to fill them.
2) SECONDARY DATA:
Secondary data will consist of different literatures like books which are published, articles,
internet and websites.
In order to reach relevant conclusion, research work needed to be designed in a proper way.

STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this project are:

32
  Questionnaire
 Pie Charts
 Bar Diagrams

Chapter 3
Literature Review

Fruit drinks are popularly used in most urban house holds.If we go in history then we see the use
of fruit juices began with consumption of orange juice, as a source of vitamin C to prevent
scurvy disease. However, today markets are flooded with a large variety of juices e.g., mango,
apple, guava, litchi, grape, pineapple, etc. The main reason for increased consumption of fruit
juices is changing lifestyles and rising level of health consciousness among consumers and
parents. They believe that these drinks provide superior nutrition because of their fortified status
and high beverage cost. Child preference, easy availability, convenience, naturalness and
marketing strategies have given fruit drink industry a booming growth. Few months before it was
in news that cold drinks possesses pesticides which further augmented sales of fruit drinks.Indian
Pediatrics 2008; 45: 215-217.Fruit drinks, if consumed in appropriate quantity, can be a part of
balanced diet for children, and are not always harmful. Studies have shown that vitamin C and
flavinoids in juices have beneficial long term health effects like decreasing the risk of cancer and
heart disease.Vitamin C by increasing iron absorption to almost double can reduce the incidence
of anemia in population consuming diet with low iron content and bioavailability. However, the
awareness and education of these details is lacking among general population.Brand persona is
most effective factor that affects brand preference. Brand persona deals with personality aspects
or the external attributes of brand. Many people think only cold drink quenches thirst fruit juice
is just for health.When we talk about taste and preferences people normally prefer cold drink to
fruit juice. Consumers prefer any beverage by looking at external attributes of a product.
(Journal of IMS,Vol 5, No.1,Jan-June 2008) The intensity of colour (43%) and the flavour (32%)
are the key drivers behind consumer acceptance of beverages. As far as cold drink is concerned
people give first preference to brand ambassador then taste and finally give importance to health.
Various sources it has been proved that cold drink is not good for health inspite of that people
especially young generation prefer cold drinks first then fruit juice especially mango in flavor.
(Food quality & preference, Volume 19,Issue 8,Pages 719-726 By Stephen Daniells,07-Oct-
2010)Consumer gave first preference to degree of liking, saltiness, drinks flavour and greasiness.
Consumer gave second preference to health.

33
References

1. American Academy of Pediatrics. The use and misuses of fruit juices in Pediatrics.
Pediatrics 2001; 107: 1210-1213.

2. Pompkin BM, Armstrong LE, Bray GM, Caballero B, Frei B, Willett WC. A new
proposed guidance system for beverage consumption in the United States. Am J Clin
Nut 2006; 83: 529-542.

3. Journal of IMS, Vol 5, No.1,Jan-June 2008

4. Food quality & preference, Volume 19,Issue 8,Pages 719-726 By Stephen Daniells,07-Oct-
2010

A dissatisfied customer will tell seven to 20 people about their

negative experience. A satisfied customer will only tell three
to five people about their positive experience (Kan 1995).
It has been recognised that eco-efficiency improvements at production and product design level
can be significantly reduced by ever increasing consumption levels (Khazzoom 1980),(Brookes
2000; Binswanger 2001; Haake and Jolivet 2001; OCSC 2001). While companies are struggling
to reduce material intensity of each production unit and each product, the total environmental
impact of the economy is growing. In order to address this problem, some authors suggest that
for long-term sustainability, we need a factor of 10 or even 20 in materials and energy efficiency
use improvements (Factor 10 Club 1994; Schmidt-Bleek 1996; Bolund, Johansson et al. 1998;
Ryan 1998). As a potential solution to the factor 10/20 vision, some authors propose that system
level improvements have to be made, instead of just having products redesigned (Weterings and
Opschoor 1992; Vergragt and Jansen 1993; Weizsäcker, Lovins et al. 1997; Ryan 1998; Manzini
1999; Brezet, Bijma et al. 2001;Ehrenfeld and Brezet 2001).
Sustainable consumption has been highlighted as an important constituent of sustainable
development in Rio de Janeiro, 1992 at the United Nation Conference for Environment and
Development and by the World Summit on Sustainable Development in Johannesburg, ten years
later in 2002. One of the generally accepted definitions of sustainable consumption is the
following: “sustainable consumption is the use of goods and services that satisfy basic needs and
improve quality of life while minimizing the usage of irreplaceable natural resources and the by-
products of toxic materials, waste, and pollution” (Sierra Club 2002). It highlights the need to
provide value to people, while reducing the environmental impact associated with producing and
delivering this value. In other words, there is a need to de-link consumption of goods and
services from material consumption. Many authors call for simplifying lifestyles and reducing
consumption, associating the management of consumption with the so-called sufficiency
revolution, which considers how much is enough for a good life. Our comprehension of this
approach is still in its initial stage (Sachs 1999), but what is clear already is that it is a
challenging task to reduce consumption levels, as the entire economic system is based on
presumption of economic growth linked to the increased use of material resources and products.
What is needed instead is consumption that is based on economic growth, which is decoupled
from material resources. We propose the following definition of sustainable consumption:

34
sustainable consumption is consumption that provides value by decoupling material-based
growth from economic growth and environmental
impact. Following this definition, more value needs to be provided with fewer materials
involved and less environmental impact associated with the production and total delivery of that
value.
The product service system (PSS) concept has been suggested as a way to contribute to the
system level improvement that tries to de-link economic and environmental growth
(Goedkoop, van Halen et al. 1999; Mont 2000). The concept proposes that the environmental
impacts of products and associated services should be addressed already at the product and
service design stage, with special focus on the use phase by providing alternative system
solutions to owning products.
A number of examples (mainly from the business-to-business area) exist that confirm the
potential of PSS for reducing life cycle environmental impact. It is, however, increasingly
evident that these examples are difficult to directly apply to the market of private consumers,
mainly because business customers often prefer services to product ownership (Alexander1997),
while according to some studies it is a formidable challenge for private customers to adopt
“ownerless consumption” (Schrader 1996; Littig 1998). In addition, the environmental impacts
of such offers depend to a large extent on user behaviour. To address this problem, changes are
needed in consumption behaviour; consumption patterns and levels; and ultimately a change in
lifestyles towards more sustainable patterns. Many authors recognize that “the health of our
planet is inextricably dependent upon human behaviour” (Geller 1995), and therefore changing
human behaviour may foster and maintain sustainability (Gudgion and Thomas 1991;
McKenzie-Mohr, Nemiroff et al. 1995; Oskamp 2000). An increasing number of studies have
been conducted in search for instruments that can potentially help facilitate the shift toward more
sustainable patterns of consumption, e.g., (Goodwin,Ackerman et al. 1997); (OECD 1997);
(Stern, Dietz et al. 1997); (Thøgersen and Ölander 2002).
In order to initiate the change process, it is necessary to understand how consumer acceptance of
more sustainable solutions is formed, influenced, or changed, what the influencing factors are
and what the leverage points for best results with lowest costs are. A considerable body of
literature exists on consumption, consumer behaviour, and consumer decision-making process.
The range of disciplines that address these questions from different points of view is quite broad
- economics, business and marketing, social, and psychological studies of consumer behaviour,
to name just the major ones. According to Fine (1997), “for economists,consumption is used
to produce utility; for sociologists, it is a means of stratification; for anthropologists, it is a
matter of ritual and symbol; for psychologists, it is the means by which to satisfy or express
physiological and emotional needs; and for business, it is a way of making money”(Fine
1997).
There is a range of studies that address consumer acceptance and attitudes towards more
environmentally sound consumer behaviour, mostly coming from studies of car use, waste
sorting and minimisation practices, recycling and other similar industries, see for example Steg,
et al (1995), Aragón-Correa and Llorens-Montes (1996), and Guerin (2001) (Steg, Vlek et al.
1995; Aragón-Correa and Llorens-Montes 1996; Guerin 2001). For more than a decade now, this
wealth of literature has also been applied to studies of consumer acceptance of environmentally
sound products and services, e.g. Gatersleben (2001) and Rowlands, et al (2002) (Gatersleben
2001), (Rowlands, Parker et al. 2002).

35
However, very few studies evaluated consumer acceptance of the concept of product service
systems, i.e. consumption that is not based on ownership of goods, see, for example, studies that
investigated consumer acceptance of car sharing schemes (Schrader 1999; Meijkamp 2000), ski
rental and washing services (Hirschl, Konrad et al. 2001). The lack of studies that measure
customer acceptance of PSS depends on two main reasons. First, there are still not many PSS
schemes being developed that could serve as test grounds. Second, some of the research that
studied consumer acceptance, focused on adopter categories, habits, attitudes and intentions,
rather than on actually measuring the satisfaction level with the service. The reason is probably
that eco-services and PSS ideas have been promoted by environmental management researchers,
engineers and designers, environmental marketing researchers, and to a lesser extent by
sociologists, who hold the banner of research in customer satisfaction.
This report is a result of the feasibility study that is a part of the project on Life-Cycle
Approach to Sustainable Consumption, initiated and funded by the National Institute for
Advanced Industrial Science and Technology in Japan (AIST) and supported by UNEP,
Sustainable Consumption Unit.

Literature Review 2

Fruits are important components of a healthy diet, since they have low energy density and
are sources of micronutrients, fiber, and other components with functional properties, Van
Duyn MA, Pivonka E. Overview of the health benefits of fruit and vegetable consumption for the dietetics
professional: selected literature. J Am Diet Assoc. 2000;100:1511–21.
The estimated levels of current fruit intake vary considerably from less than 100 grams per
day in less developed countries to about 450 grams in Western Europe (4). Lock K, Pomerleau
J, Causer L, Altmann DR, McKee M. The global burden of disease attributable to low consumption of fruit and
vegetables: implications for the global strategy on diet. Bull World Health Organ. 2005;83:100–8
The fruit and vegetable intake among the population in India is about 100 gram per capita
per day or less, compared to 300 grams consumed in Australia, several European
countries, and the USA. Even so, the fruit and consumption in these high income countries
are still less than the WHO/FAO recommended level of 400 grams . Pollack SL. Consumer
demand for fruits and vegetables:Washington DC: Economic Research Service, US Department of
Agriculture; 2001.

36
 Chapter 4

DATA ANALYSIS & FINDINGS

37
Q1. What do you prefer to drink? (Tick any 1)

Particulars No. of Respondents Percentage

Soft Drinks 57 57%

Fruit Juices 43 43%
Total 100 100%

60% 57%
N o . o f R e s p o n d e n ts

50%
43%

40%

30% Series1

20%

10%

0%
Soft Drinks Fruit juices

ANALYSIS:

From the survey it was found that amongst 100 respondents

a) 57% of the respondents prefer Soft Drinks to drink.

b) 43% of the respondents prefer Fruit Juices to drink.

38
Q2. Frequency of consumption of your preferred drink in a week?

SOFT DRINKS

Particulars No. of Respondents Percentage

Daily 28 49%
2-6 times 23 40%
Above 7 6 11%
Total 57 100%
N o . o f R e s p o n d e n ts

60%
49%
50%
40%
40%

30% Series1

20%
11.00%
10%

0%
Daily 2-6 times Above 7
Weekly Consumption

ANALYSIS:

From the survey it was found that amongst 57 respondents.

a) 49% of the respondents consume Soft Drinks daily.

b) 43% of the respondents consume Soft Drinks 2-6 times.
c) 11% of the respondents consume Soft Drinks more than 7 times.

39
FRUIT JUICES

Particulars No. of Respondents Percentage

Daily 10 23%
2-6 times 30 70%
Above 7 3 7%
Total 43 100%

35
30
N o . o f re s p o n d e n ts

30

25

20
Series1
15
10
10

5 3

0
Daily 2-6 times Above 7
weekly consumption

ANALYSIS:

From the survey it was found that amongst 43 respondents.

a) 23% of the respondents consume Fruit Juices daily.

b) 70% of the respondents consume Fruit Juices 2-6 times.
c) 07% of the respondents consume Fruit Juices more than 7 times.
40
Q3. On what occasions, do you often consume the Soft Drinks?

Particulars No. of Respondents Percentage

Feeling Thirsty 18 18%

Parties / Celebrations 45 45%
Without any reason (just 25 25%
like that)
Others 12 12%
Total 100 100%

Feeling Thirsty
12% 18%

Parties /
Celebrations
25%
W ithout any
reason (just like
that)
Others
45%

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 18% of the respondents consume Soft Drinks when they feel thirsty.
b) 45% of the respondents consume Soft Drinks at the time of celebrations.
c) 25% of the respondents consume Soft Drinks without any reason.
d) 12% of the respondents consume Soft Drinks on other occasions.

41
Q4. On what occasions, do you often consume the Fruit Juices?

Particulars No. of Respondents Percentage

Feeling Thirsty 17 17%

Parties / Celebrations 32 32%
Without any reason (just 24 24%
like that)
Others 27 27%
Total 100 100%

Feeling Thirsty
17%
27%
Parties /
Celebrations

Without any
reason (just like
32% that)
24% Others

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 17% of the respondents consume Fruit Juices when they feel thirsty.
b) 32% of the respondents consume Fruit Juices at the time of celebrations.
c) 24% of the respondents consume Fruit Juices without any reason.
d) 27% of the respondents consume Fruit Juices on other occasions.

42
Q5. What induces you to buy Soft Drinks?

Particulars No. of Respondents Percentage

Price with quantity 30 30%

Health Drink 4 4%
Status symbol 8 8%
Taste 32 32%
Variety 26 26%
Total 100 100%

35 32
30
No. of respon dents

30
26
25
20
Series1
15
10 8
4
5
0
Price with Health Status Taste Variety
quantity Drink symbol

Factors

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 30% of the respondents consume soft drinks because of its price.

b) 04% of the respondents consume soft drinks because it is a health drink.
c) 08% of the respondents consume soft drinks because it is a status symbol.
d) 32% of the respondents consume soft drinks because of its taste.
e) 26% of the respondents consume soft drinks because of its variety.

43
Q6. What induces you to buy Fruit Juices?

Particulars No. of Respondents Percentage

Price with quantity 13 13%

Health Drink 40 40%
Status symbol 15 15%
Taste 22 22%
Variety 10 10%
Total 100 100%

45 40
40
No. of respondents

35
30
25 22
Series1
20 15
15 13
10
10
5
0
Price with Health Status Taste Variety
quantity Drink symbol

Factors

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 13% of the respondents consume fruit juices because of its price.

b) 40% of the respondents consume fruit juices because it is a health drink.
c) 15% of the respondents consume fruit juices because it is a status symbol.
d) 22% of the respondents consume fruit juices because of its taste.
e) 10% of the respondents consume fruit 44
juices because of its variety.
Q7. If not a Soft Drink or a Fruit juice, which other beverage (other than water) tops your mind?

Particulars No. of Respondents Percentage

Coffee 30 30%
Tea 25 25%
Shakes(Milk/Ice cream/Fruit) 8 8%
Lassi 12 12%
Sharbat 25 25%
Total 100 100%

Coffee

25%
30% Tea

Shakes(Milk/Ice-
cream/Fruit)
12% Lassi

8.00% 25% Sharbat

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 30% of the respondents prefer coffee.

b) 25% of the respondents prefer tea.
c) 08% of the respondents prefer Shakes.
d) 12% of the respondents prefer Lassi.45
e) 25% of the respondents prefer Sharbat.
Q8. How do you rate canned juices as compared to fresh juices?

Particulars No. of Respondents Percentage

Equivalent to fresh juices 24 24%

Have artificial added 36 36%
flavor
Healthy with preservatives 40 40%
Total 100 100%

24%
Equivalent to fresh
40% juices
Have artificial
added flavor
Healthy with
preservatives
36%

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 24% of the respondents think canned juices are Equivalent to fresh juices.
b) 36% of the respondents think canned juices Have artificial added flavor.
c) 40% of the respondents think canned juices are Healthy but have
preservatives.
46
Q9. How do you view Soft Drinks?

Particulars No. of Respondents Percentage

As a health drink 4 4%
As a status symbol 8 8%
As an aid to put off thirst 55 55%
Any other 33 33%
Total 100 100%

60 55
N o . o f r e s p o n d e n ts

50

40
33
30 Series1

20

8
10 4

0
As a As a As an aid Any
health status to put off other
drink symbol thirst

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 04% of the respondents view Soft Drinks as a health drink.

b) 08% of the respondents view Soft Drinks as a status symbol.
c) 55% of the respondents view Soft Drinks as an aid to put off thirst.
47
Q10. How do you view Fruit Juices?

Particulars No. of Respondents Percentage

As a health drink 40 40%

As a status symbol 15 15%
As an aid to put off thirst 32 32%
Any other 13 13%
Total 100 100%
N o . o f r e s p o n d e n ts

45
40
40
35 32
30
25
Series1
20
15
15 13

10
5
0
As a As a As an aid Any
health status to put off other
drink symbol thirst

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 40% of the respondents view Fruit Juices as a health drink.

b) 15% of the respondents view Fruit Juices as a status symbol.
c) 32% of the respondents view Fruit Juices as an aid to put off thirst.

48
Q11. Do advertisements affect your purchases?

Particulars No. of Respondents Percentage

Yes 77 77%
No 23 23%
Total 100 100%

23%

Yes
No

77%

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 77% of the respondents think that advertisements affect their purchases.

b) 23% of the respondents think that advertisements do not affect their
purchases.

49
 Chapter 5

CONCLUSION, SUGGESTIONS AND LIMITATIONS

CONCLUSION
Following are the concluding points taken into consideration after the conduct of the research
study:

 An important finding that emerged out of the survey was that 57%of people like to have soft
drinks while 43% go for juices.

 Through the research it was conveyed that weekly consumption of soft drinks is higher than
the weekly consumption of juices.

50
 A majority of the respondents consume soft drinks and fruit juices at the time of parties &
celebrations.

 Most of the respondents consume soft drinks because of its taste and price.

 Most of the respondents consume fruit juices because it is healthy.

 As it is seen that canned Juices enjoys the largest market share though they do contain some
preservatives but majority of the respondents consider it healthy.

 Most of the respondents view soft drinks as an aid to put off thirst and fruit juice as a health
drink.
 Most of the respondents (77%) were of the strong view that advertisements affect their
purchases and the rest (23%) were not at all affected by the advertisements.

51
 SUGGESTIONS

 With the changing lifestyle, people have started becoming more health conscious.
Therefore, the fruit juice company’s should use appropriate marketing techniques thereby
reducing the demand for soft drink in the future.

 The survey shows that parties/celebrations are the places where these drinks are
consumed mostly. The company’s must try to increase the sales by creating and focusing
on more utilities so that their product is used more frequently.

 As it is seen that people consider canned juices to be healthy with preservatives. This
shows that awareness level of the people is low and needs to be corrected. Therefore,
various methods like campaigns by government, help by media, etc can be taken to
change this.

52
 LIMITATIONS

 The study was confined to some areas of New Delhi only.

 The study does not take into account the sales affected of the soft drink segment due to
the entry of juices.
 Retailers view and the companies view to the questionnaire were not available.
 Time and cost constraints were also there.
 Chances of some biasness could not be eliminated.
 A Samples size of 100 has been use due to time limitations.

53
 ANNEXURE

QUESTIONNAIRE
PERSONAL DETAILS
Name - _________________
Age - 15-25 25-35 35-50
Gender - Male Female
Occupation - Student Housewife Business Service

Hello! I am Sachin, a student of management school and am required to submit project on a

comparative study of consumption of Soft Drinks and Fruit Juices. For the purpose, I am
conducting the survey. Will you please take a few minutes to answer some questions?
I assure you that your answers will be kept completely confidential.

Q1. What do you prefer to drink? (Tick any 1)

a) Soft Drinks
b) Fruit Juices

Q2. Frequency of consumption of your preferred drink in a week?

a) Soft Drinks, Daily b) Fruit Juices, Daily
2-6 times 2-6 times

54
 Above 7 Above 7
Q3. On what occasions, do you often consume the Soft Drinks?
a) Feeling Thirsty
b) Parties / Celebrations
c) Without any reason (just like that)
d) Others, please specify ________

Q4. On what occasions, do you often consume the Fruit juices?

a) Feeling Thirsty
b) Parties / Celebrations
c) Without any reason (just like that)
d) Others, please specify ________
Q5. What induces you to buy Soft Drinks?
a) Price with quantity ______
b) Health Drink ______
c) Status symbol ______
d) Taste ______
e) Variety ______

Q6. What induces you to buy Fruit Juices?

a) Price with quantity ______
b) Health Drink ______
c) Status symbol ______
d) Taste ______
e) Variety ______

Q7. If not a Soft Drink or a Fruit juice, which other beverage (other than water) tops your mind?
a) Coffee
b) Tea
c) Shakes (Milk/Ice-cream/Fruit)
d) Lassi

55
e) Sharbat

Q8. How do you rate canned juices as compared to fresh juices?

a) Equivalent to fresh juices
b) Have artificial added flavor
c) Healthy with preservatives
Q9. How do you view Soft Drinks?
a) As a health drink
b) As a status symbol
c) As an aid to put off thirst
d) Any other, please specify ________

Q10. How do you view Fruit Juices?

a) As a health drink
b) As a status symbol
c) As an aid to put off thirst
d) Any other, please specify ________

Q11. Do advertisements affect your purchases?

a) Yes
b) No

Q12. Name any three brands of Fruit juices & Soft Drinks that are there in your mind at present?
Soft Drinks Fruit Juices
______ ______
______ ______
______ ______

56
 BIBLIOGRAPHY

 http://en.wikipedia.org/wiki/Beverage

 www.foodindustryindia.com

 http://fnbnews.com/article/detarchive.asp?articleid=25105&sectionid=3

 http://fnbnews.com/article/detarchive.asp?articleid=24983&sectionid=3

 http://fnbnews.com/article/detarchive.asp?articleid=24965&sectionid=3

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