Conceptual framework and hypothesis for title:-

Title: Consumer Perception of Protein-Oriented Drinks in Pune: A Comparative Study of Fitness

Enthusiasts and Non-Fitness Enthusiasts

Introduction:

- Overview of the growing popularity of protein-oriented drinks in the market.

- Importance of understanding consumer perception and preferences.

- Aim of the study: To explore and compare consumer perception towards protein-oriented drinks in
Pune, specifically focusing on fitness enthusiasts and non-fitness enthusiasts.

Theoretical Framework:

- Consumer Behavior: Influences, motivations, and decision-making processes related to protein-

oriented drinks.

- Product Perception: Factors influencing consumer perception, such as taste, nutritional value, brand
reputation, and packaging.

- Fitness Enthusiasm: The impact of fitness lifestyle on consumer preferences and attitudes towards
protein-oriented drinks.

- Social Identity Theory: Examining how fitness enthusiasts and non-fitness enthusiasts identify
themselves and how it affects their perception and consumption behavior.

Research Methodology:

- Research Design: Comparative study utilizing quantitative and qualitative methods.

- Sampling: Selecting a representative sample of fitness enthusiasts and non-fitness enthusiasts in Pune.

- Data Collection: Surveys, interviews, and focus groups to gather information on consumer perception,
preferences, and attitudes towards protein-oriented drinks.

- Data Analysis: Statistical analysis for quantitative data and thematic analysis for qualitative data.

Variables and Hypotheses:

- Independent Variable: Fitness enthusiasm (fitness enthusiasts vs. non-fitness enthusiasts).

- Dependent Variables: Consumer perception, preferences, and attitudes towards protein-oriented

drinks.
- Hypothesis 1: Fitness enthusiasts will have a more positive perception of protein-oriented drinks
compared to non-fitness enthusiasts.

- Hypothesis 2: Taste and nutritional value will be key factors influencing consumer preference for
protein-oriented drinks among both fitness enthusiasts and non-fitness enthusiasts.

Conclusion:

- Summary of the study’s findings and implications.

- Suggestions for marketers and manufacturers to cater to the preferences of different consumer
segments.

- Recommendations for future research in this area.