Project Report

(Submitted for the degree of B.Com, Honors in Accounting & Finance Under the University of
Calcutta)

Area/ Topic of the study

CONSUMER BEHAVIOUR

Title of the Study

“CONSUMER BEHAVIOUR-A STUDY ON HEALTH DRINKS”

Submitted by
Name of the Candidate: ARUP KUMAR DEY

C U Registration No: 122-1111-0083-18

CU Roll No: 181122-21-0106

College Roll No: 102

Supervised by
Name of the Supervisor: PROF. NAWNEET SUBBA

Name of the college: City College of Commerce and Business Administration

Month & Year of Submission

JULY, 2021

1
 ACKNOWLEDGEMENT

It is a matter of great pleasure to present this project on

“CONSUMER BEHAVIOUR – A STUDY ON HEALTH DRINKS”

I take this opportunity to thank our respected Principal Dr. Sandip Kumar Paul for giving me an
opportunity to work on this field.

I am grateful to our respected Vice Principal Prof. Tarasankar Maiti without whom this project would
not have been successful.

I am very thankful to my supervisor Prof. Nawneet Subba for his full support in completing this project
work.

Finally, I am grateful to acknowledge my family and friends and all the teachers who filled the
questionnaire providing me full support and coordination without which this project wouldn’t be
possible.

ARUP KUMAR DEY

Name of Student

2
Annexure-I

Supervisor’s Certificate
This is to certify that Mr. ARUP KUMAR DEY a student of B.Com Honors in accounting & finance of
City College of Commerce and Business Administration under the university of Calcutta has worked
under my supervision and guidance for his Project Work and prepared a project Report with the title
“CONSUMER BEHAVIOUR – A STUDY ON HEALTH DRINKS”

The Project report, which he is submitting, is his genuine and original work to the best of my
knowledge.

Place: Signature:

Date: Name:

Designation:

Name of the college:

3
Annexure-II

Student’s Declaration

I hereby declare that the Project Work with the title “CONSUMER BEHAVIOUR – A STUDY ON
HEALTH DRINKS” submitted by me for the partial fulfillment of the degree of B.Com Honors in
Accounting & Finance under the University of Calcutta is my original work and has not been submitted
earlier to any other University/ Institution for the fulfillment of the requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in this report
form any earlier work done by others or by me. However, extracts of any literature which has been used
for this report has been duly acknowledged providing details of such literature in the reference.

Signature: ARUP KUMAR DEY

Place: Kolkata Name: ARUP KUMAR DEY

Date: Address: 27 South Tantipara,Dankuni,Hoogly

CU. Registration No: 122-1111-0083-18

CU. Roll No: 181122-21-0106

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 TABLE OF CONTENTS

CHAPTER TOPICS PAGE NO

Acknowledgement
Supervisor’s Certificate
Student’s Declaration
CHAPTER-1 Background of the Study
INTRODUCTION Objectives of the study
Research Question
Literature Review
Methodology of study
Limitations of the study
Chapter planning
CHAPTER-2 Short description of
CONCEPTUAL terminologies
FRAMEWORK National Scenario
International Scenario
CHAPTER-3 Tabular and diagrammatic
PRESENTATION AND presentation with
DATA ANALYSIS interpretation
Findings
CHAPTER- 4 Conclusion
CONCLUSION AND Recommendations
RECOMMENDATIONS
CHAPTER-5 Bibliography
References of books, articles
and website
Annexure
Questionnaires

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 Chapter-1

INTRODUCTION
Background of the Study
The concepts of health and energy have perhaps never been as popular—or pursued/coveted— as they
are now. (After all, even a leading burger chain is desperately seeking ‘nutritional’ status for its fare.)
With market rivalries becoming an intense affair, brand strategists and marketers are eager to refresh
their brand’s positioning and image. More often than not, it is the ‘health’ tag that becomes their ‘open
sesame’ to the consumer universe. Certainly there is ambiguity to the whole thing and while companies
may be tempted to use it to their advantage, as consumers we will be better off if we are aware of what
we are

Major players in the Indian market are:-

 Horlicks:-

 Horlicks is a highly respected brand which is over 100years old in India.

Horlicks is the leading Health drink in India and as the most trusted drinks.
 Them o d e r n & co nt em po r a r y H o r l i ck s of f e r ' pl e a su r ab l e no u r i
shm e nt ' wi th a delicious range of flavours including Vanilla, Toffeeand Elaichi and
Chocolate.

 Bournvita:-

1
Cadbury was in corporate d in India on July 19, 1948 as a PL Cunder the name Cadbury – by

India. Cadbury Bournvita was launched during the same year. The brand has been an
enduring symbol of mental & physical health ever since it was launched in 1948.
 Complan:-

Complan has been established around the world as a trusted provider of nutritional
supplements for more than 50 years. Compaln was first developed by GlaxoSmithKline in
1950’s as a powdered food for use in hospitals .The COMplete Planned Food is a premium
health beverage fortified with 34 vital nutrients in balanced proportion including 100% Milk
Protein to help children maximize their growth potential. Complan is an expert in the
nutrition and health category and its formulation is designed as per Indian RDA.

 PROTINEX

2
Protinex, a very popular name in protein supplements used by over a million people in India.
Protinex is India’s leading proprietary health drink.

OBJECTIVES OF THE STUDY

 PRIMARY OBJECTIVES

 To study the consumer’s buying behaviour of different brands available in market.

 To study the brand preferences of consumer’s from the Health drinks available in
the market, like Horlicks, Complan, Bournvita, Protinex etc.
 To study the Customers’ satisfaction towards health drinks.

 To study the importance of advertisements on the consumers.

 To find the awareness about manufacturing and expiry date of health drinks among
consumers.

 SECONDARY OBJECTIVES

 To study the influence of various factors such as level of nourishment, packaging,

price, advertisement, etc. on buying behaviour of consumers

 To study the purpose of consuming health drinks

RESEARCH QUESTION

The research questions for this project are as follows:

1. What are the basic reasons for consuming health drinks?

3
 2. How aware are the consumers about the manufacturing and expiry date of the health drinks
at the time of purchasing?

LITERATURE REVIEW

REVIEW OF BOOKS

 Consumer Behaviour by M. Khan: The book stresses on consumer decision-making

and clearly explains the five stages of problem recognition, information search, and
evaluation of alternatives, purchase and post-purchase behaviour.
 Making by Pavleen: This book contains the concept of decision making of the
consumers and the various factors on which it depends such as internal and external
environmental factors.
REVIEW OF JOURNALS AND ARTICLES

Some of the journals and articles which provide an insight to consumer behavior are as
follows:

 i-explore International Research Journal Consortium: This journal provides

an insight to the topic consumer behaviour on health drinks.(Website:
rjcjournals.org).

 Information Management and Business Review (volume 4): This article provides
information on healthy drinks and effect of advertisement.

METHODOLOGY OF THE STUDY

 AREA OF THE STUDY

Sinthee more, Baranagar and Dumdum in Kolkata.

 SAMPLE
For the study, a sample size of 50 has been taken into consideration.

 SOURCES OF DATA COLLECTION

The method of data collection includes two types for the study such as primary data and
secondary data.
a. PRIMARY DATA
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Primary data was collected by preparing questionnaire and the people were randomly being
requested to fill them.
b. SECONDARY DATA

In this study, secondary data is obtained from books, magazines and various websites which
provide different valuable information on health drinks.

 METHOD OF ANALYSIS
The data so collected was analysed with the help of various statistical tools such as bar charts,
pie charts, column charts, doughnut charts etc.

LIMITATION OF THE STUDY

Every research is conducted under some constraints and this research is not an exception.
Limitations of the study are as follows:

 Due to time constraint, the survey is confined to measures. The respondents are selected
randomly and therefore might not be a true representation of total consumers due to such
a large universe.

 The sample size of only 50 was taken from a large population for the purpose of study, so
there can be different results of the sample from total population.

 As the data was collected through the questionnaire, I faced the limitation that
respondents were unwilling to provide information.

 Consumer was reluctant to go into details because of their busy schedules.

 Even though number of health drinks is available in the market, only four health drinks
products are taken up for the study.

CHAPTER PLANNING FOR ACHIEVING THE OBJECTIVES

CHAPTER-1

 INTRODUCTION: which I have discussed background of the topic, literature

5
 review of the study, objectives of the study, research question, methodology of the
study. There are also some limitations of the study which has also been discussed in
chapter 1

CHAPTER-2

 CONCEPTUAL FRAMEWORK: This part consists of what it is and it can be

subdivided into national and international scenario.

CHAPTER-3

 PRESENTATION OF DATA, ANALYSIS AND FINDINGS: This part is about

the presentation and analysis of the collected data by tables and diagrams. Then the
collected data is analysed. Under this chapter I have also discussed the findings.

CHAPTER-4

 CONCLUSIONS AND RECOMMENDATION: in which i have showed the

conclusions which has overcome and recommendations that will be useful in future.

CHAPTER-5:-Is for bibliography and annexure .

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 CHAPTER-2

CONCEPTUAL FRAMEWORK

Goods are produced for the purpose of consumption. The future of marketing organization
depends on the foundation of the consumer preference. The aim of marketing is to meet and
satisfy consumer’s needs and wants, perceptions, preferences and shopping and buying
behaviour. But knowing consumer’s mind is not simple. Consumer may state his/her needs
and wants but act otherwise. Consumer’s preference various from brand to brand on the basis
of quality, price advertisement etc., Consumer’s preference also varies with their income,
age, sex or other characteristics. Four brands of health drinks are available in the study area.
They are Horlicks, Bourvita, Complan, and Protinex. The study covers all these brands of
health drinks. This research work has been carried out to know why these health drinks are
needed and what nutritional values are included.

This present study is based on consumer’s behaviour towards different health

drinks. The main objectives of this research work are to find out the brand preferred by the
consumers, the influence of various attributes while purchasing a specific brand of health drinks,
important of manufacturing and expiry date and the brand loyalty of the consumers. To develop
the conclusions exploratory & descriptive research designs are used. Primary data is collected
with the help of questionnaire method & data is analysed with the help of various statistical
techniques. Conclusions of this paper help in clarifying the changing customer behaviour in
health drink product industry.

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 NATIONAL SCENARIO
According to India Malted Health Drink Overview, India’s malted drink market is expected
to grow with a CAGR of 17.4% for next six years. The Malted Health drink Market is one of
the rapidly growing dynamic markets in food services sector in India. Due to increase
standard of living and changing lifestyle and high level of consumerism backed rising income
levels, growing inclination of India consumers towards healthier food and beverages by
which Indian market become an emerging trend of food industry that makes positive impact
on Malted Health Drink Markets. The various Malted drink products like Horlicks,
Bournvita, Complan, Boost, Protinex, Amul pro has high impetus to the Indian Malted Health
Drink Market.

GlaxoSmithKline Consumer Healthcare (GSKCH) is the market leader in the Indian malted
health beverages market, with four of its major brands, Horlicks, Boost, Viva and Maltova.
GSKCH is followed by Cadbury whose product Bournvita .Other noteworthy players who have a
good presence in the market are Heinz (Complan), Amul (Nutramul), Nestle (Milo), Wockhardt
Nutrition (Proteinex), Hindustan Unilever (Amaze), etc.

The ageing population, which tends to spend more on nutritional products that help in preventing
age-related adverse effects on brain functions, is one more driver for the cognitive foods market.
The market is expected to anticipate an exponential growth with increase in the number of
products available in the market. Regulatory organisations including the Food Safety and
Standards Authority of India (FSSAI), Prevention of Food Adulteration (PFA), etc., are setting up
regulations specific for cognitive foods or malted drinks, which are anticipated to relax the
stringency in the regulatory standards, thus making way for better growth.

8
 INTERNATIONAL SCENARIO
While western markets remain challenging for malt- and chocolate-based drinks, there has been
growth in this area in developing markets, notably in China and India where malt drinks have
long been drunk as a substitute for milk. Now, strong economic growth in these markets is seeing
middle class consumers trading up to added-value hot drinks. With the economic downturn,
consumers are increasingly favouring mass-market channels over smaller grocery stores, due to
the fact that they typically offer lower prices, a larger selection, and one-stop shopping. Vending
of these beverages is not significant, and is not expected to increase in popularity in the future.

9
 CHAPTER-3

PRESENTATION OF DATA ANALYSIS AND FINDINGS

PRESENTATION OF DATA AND ANALYSIS
This chapter of the study presents the data collected through the questionnaire and the
interpretation of the collected data.

There are total 50 respondents in my survey. In the questionnaire there are total 13 questions.
The data analyses are given below:

AGE-WISE CLASSIFICATION
TABLE-1

NUMBEROF PERCENTAGE
AGE(IN YEARS)
RESPONDENTS (%)
UP TO 20 YEARS 16 32
20 TO 40 YEARS 17 34
40 TO 60 YEARS 13 26
ABOVE 60 YEARS 4 8
TOTAL 50 100

SOURCE: - Field survey

CHART- 1
The following column chart shows the age wise classification of the respondents:

Percentage of Re-
spondents
35
30
25
20
15
10
5
0
UP TO 20 20 TO 40 40 TO 60 ABOVE 60
YEARS YEARS YEARS YEARS

AGE (IN YEARS)

INTERPRETATION:-The above chart shows out of 50 respondents, 32% of them were

from the age group below 20 years, 34%from the age group 20-40 years, 26% from 40-60
years age group and 8% from above 60 years age group. Thus we can see that the highest
10
 number of people were from the 20-40 years age group.

GENDER-WISE CLASSIFICATION

TABLE-2

PERCENTAGE
GENDER RESPONDENTS
(%)
MALE 28 56
FEMALE 22 44

TOTAL 50 100

SOURCE: - Field survey

The following column chart shows the gender-wise classification of the respondents:

CHART-2

INTERPRETATION:-

PERCENTAGE OF
RESPONDENTS

60
MALE
40 FEMALE

20

0
MALE FEMALE
The above chart shows that out of 50 respondents, 28 of them (56%) are male and rest 22 (44%) are
female in my survey.

OCCUPATION-WISE CLASSIFICATION

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 TABLE-3

NUMBER OF PERCENTAGE
OCCUPATION
RESPONDENTS (%)
STUDENT 18 36
HOUSEWIFE 9 18
SALARIED AND
15 30
BUSINESS PEOPLE
OTHERS 8 16
TOTAL 50 100

SOURCE: - Field survey

The following pie chart shows the occupation-wise classification of the respondents:

CHART-3

PERCENTAGE OF RESPONDENTS
STUDENT HOUSEWIFE
SALARIED AND BUSINESS PEOPLE OTHERS

16
36

30
18

INTERPRETATION:-The above pie-chart shows that 36% in case of the occupations such
as student, 18% of housewife, 40% in case of salaried and business people and 16% others.

INCOME-WISE CLASSIFICATION
TABLE-4
MONTHLY NUMBER PERCENT
INCOME OF AGE
(RS) RESPONDE (%)
NTS
UP TO 15000 15 30
15000 TO 30000 23 46
30000 TO 45000 10 20

12
 ABOVE 45000 2 4
TOTAL 50 100
SOURCE: - Field survey

The following column-chart shows the income-wise classification:

CHART-4

PERCENTAGE OF RESPONDENTS

50
45
40
35
30
25
20
15
10
5
0
UP TO 15000 15000 TO 30000 TO ABOVE 45000
30000 45000

MONTHLY INCOME

INTERPRETATION:-

We can see that 30% of the people belong to the group whose income is up to 15,000; closely
followed by the group whose income is 15,000 to 30000 (46%). Next we have the group
whose income is 45000 above and it consists of 4% of the respondents and lastly we have the
income group whose income is 30,000 to 45,000(20%).

 QUESTION-1

Is health drink consumed in your family?

The following table shows the classification of the respondents according to the question
whether health drinks are consumed by them or their family.

TABLE-5

13
 PREFERENCE NUMBER OF PERCENTAGE
RESPONDENTS (%)
YES 50 100
NO 0 0
TOTAL 50 100
SOURCE: - Field survey

The following pie-chart shows whether the consumers consume health drinks or not:

CHART-5

PERCENTAGE OF RESPONDENTS
YES

100%

INTERPRETATION:-

The above pie-chart shows that all the respondents consume health drinks.

NOTE: The questionnaire was not administered to the respondents that answered NO to this
question.

 QUESTION-2

If your answer is “Yes” to Question 1, then which health drink is consumed by your family?

The following table shows the classification of the respondents according to their preference
of health drinks:

TABLE-6

14
 HEALTH NUMBER OF PERCENTAGE
DRINKS RESPONDENT (%)
S
HORLICKS 18 36
BOURNVITA 8 16
COMPLAN 13 26
PROTINEX 8 16
OTHERS 3 6
TOTAL 50 100
SOURCE: - Field survey

The following column-chart shows the preference of the respondents when it comes to
select any brand of health drinks:

CHART-6

PERCENTAGE OF RESPONDENTS

36
40
35
26
30
25
16 16
20
15
6
10
5
0

HORLICKS BOURNVITA COMPLAN PROTINEX OTHERS

INTERPRETATION:-

The column chart above shows that most of the people consume Horlicks (36% out of 50
respondents), next Bournvita is consumed by 16% out of 50 respondents, Complan is
consumed by 26% respondents and protinex is being consumed by 16% respondents and
others 6% respondents.

 QUESTION-3

Why do you prefer this brand over others? (Select the most appropriate reason)

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 TABLE-7

RESPONDENT’S NUMBER OF PERCENTAGE

RESPONSE RESPONDENTS (%)
TASTE 28 56
ADVERTISEMENT 4 8
EASILY AVAILABLE 8 16
PACKAGING 6 12
OTHERS 4 8

TOTAL 50 100
SOURCE: - Field survey

The following Doughnut chart shows that brand preference of the respondents:

CHART-7

PERCENTAGE OF RE-
SPONDENTS

8%
TASTE
12% ADVER-
TISEMENT
EASILY
AVAILABLE
16% 56%
PACKAGING
OTHERS
8%

INTERPRETATION:-

The chart shows that the most of the people consume health drink for taste(56% out of 50
)then they preferred easily available(16% out of 50) again most of the people preferred
packaging(12% out of 50)and advertisement and others is being preferred by 4
respondents(8% out of 50 respondents).

 QUESTION-4

Why do you or your family consume this particular brand of health drink?

The following table shows the reason for purchasing a particular brand of health drinks by
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the respondents:

TABLE-8

REASON FOR NUMBER OF PERCENTAGE (%)

CONSUMPTION RESPONDENTS
TO RECOVER FROM 15 30
ILLNESS
FOR GOOD HEALTH 25 50
OF FAMILY
MEMBERS
FOR PROPER GROWTH 8 16
OF CHILDREN

OTHERS 2 4
TOTAL 50 100
SOURCE: - Field survey

The following bar-chart shows the reason for purchasing a particular brand of health drink by
the respondents

CHART-8

NUMBER OF RESPONDENTS

OTHERS
FOR PROPER GROWTH OF
CHILDREN
FOR GOOD HEALTH OF
FAMILY MEMBERS
1
TO RECOVER FROM
ILLNESS

0 5 10 15 20 25

INTERPRETATION:-

The bar chart shows that the most of the people consume health drinks for all the family
members (25 out of 50 respondents) followed by for proper growth of children (8 out of 50
respondents), to recover from illness (15 respondents) and other reasons such as substitute of
milk, etc.

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  QUESTION-5

Will you intend to purchase the same brand that you have previously purchased?

The following table shows how many respondents intend to purchase the same brand that
have previously purchased.

TABLE-9

NUMBER
INTEND TO PERCENTAGE(%)
OF
PURCHASE
RESPONDEN
TS
YES 15 30
NO 8 16
MAY BE 27 54
TOTAL 50 100
SOURCE: - Field survey

The following pie-chart shows how many respondents intend to purchase a particular
brand of health drink that have previously purchase.

CHART-9

PERCENTAGE OF RESPONDENTS
30%

YES
NO
54% MAY BE

16%

INTERPRETATION:-

From the above chart, we can say that 54% of the consumers are sometimes changing their
health drink that they have previously purchase. 30% of the consumers never change their
health drink and 16% of the consumers change their health drinks that they have previously
purchase.
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  QUESTION-6
What is the importance of manufacturing and expiry date in case of health drinks?

The following table shows importance of manufacturing and expiry date in case of health
drinks

TABLE-10

IMPORTANCE OF
MANUFACTURING NUMBER OF PERCENTAGE
AND EXPIRY DATE RESPONDENTS (%)
NOT AT ALL 7 14
IMPORTANT
SOMEWHAT 8 16
IMPORTANT
VERY IMPORTANT 35 70
TOTAL 50 100
SOURCE: - Field survey

The following pie-chart shows how many respondents give importance to the
manufacturing and expiry date while purchasing:

CHART-10

PERCENTAGE OF RESPONDENTS
NOT AT ALL IMPORTANT SOMEWHAT IMPORTANT
VERY IMPORTANT

14%

16%

70%

INTERPRETATION: -

From the above chart we can see that manufacturing date is very important for 70% of the
respondents. Manufacturing and expiry date is somewhat important for 16% of the
respondents and not at all important for 14% of the respondents.

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  QUESTION-7
The following table shows how often the respondents switch the health drinks:

TABLE-11

NUMBER OF
SWITCHING PERCENTAGE (%)
BEHAVIOUR RESPONDENTS
NEVER 12 24
SOMETIMES 28 56
FREQUENTLY 10 20
TOTAL 50 100
SOURCE: - Field survey

The following pie-chart shows the switching behaviour of the consumers:

CHART-11

PERCENTAGE OF RESPONDENTS
NEVER SOMETIMES FREQUENTLY

20% 24%

56%

INTERPRETATION:-

Thus we can see that most of the respondents sometimes change their specific brand of health
drinks to see test the new launches. (56%). 24% of the respondents never change their
specific brand of health drinks so they appear to be very loyal to their respective brand of
health drink and 20% frequently changes so they may use other products also.

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  QUESTION-8
What do you do when your desired brand of health drink is not available?

The following table shows the response of the respondents when their desired brand of health
drink is not available:

TABLE-12

RESPONDENT’S NUMBER OF
PERCENTAGE (%)
RESPONSE RESPONDENTS
DELAY PURCHASE
31 62
TILL
NEXT TIME
PURCHASE
19 38
ANOTHER
BRAND
TOTAL 50 100
SOURCE: - Field survey

The following doughnut shows the reaction of the respondents when their desired brand
of health drink is not available:

CHART-12

PERCENTAGE OF RESPONDENTS

DELAY PURCHASE TILL

38% NEXT TIME
PURCHASE ANOTHER
BRAND
62%

INTERPRETATION: -

Thus we can see that 62% of the respondents will delay their purchase and they seem to be
very loyal to their respective brands. On the other hand, 38% of the respondents will purchase
another brand and try them.
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  QUESTION-9
Please tick the following brands based on the following attributes:

The following table shows the respondents opinion on the different brands regarding them
attributes

. TABLE-13

ATTRIBUTES HORLICKS BOURNVITA COMPLAN PROTINEX

1.TASTE 20 14 13 3
2.NOURISHMENT 16 14 17 3
3.ECONOMY 24 8 12 6
4.BRAND IMAGE 15 14 13 8
5.PACKAGING 14 15 11 10

SOURCE: - Field survey

The following column chart shows the influence of the various attributes which affects the
purchase of various health drinks:

CHART-13

25

20

15

10 HORLICKS
BOURNVITA
5 COMPLAN
PROTINEX
0
TE EN
T Y E G
AS M OM AG GIN
. T N IM A
1 SH O K
URI . EC A ND P AC
3 BR 5.
NO
2. 4.

22
INTERPRETATION:-

 We can see that when it comes to taste, Horlicks is the most preferred brand.

 In case of nourishment, Complan is the most preferred brand.

 In case of economy, Horlicks is the most preferred brand.

 In case brand image, Horlicks again is the most preferred brand.

 In case of packaging, Bournvita is the most preferred brand.

 QUESTION-10
“Advertisements affect your choice of brand of health drinks”. How far you agree to the
statement?

The following table shows whether respondents get affected by advertisements or not:

TABLE-14

RESPONDENT’S NUMBER OF PERCENTAGE

RESPONSE RESPONDENTS (%)
STRONGLY AGREE 20 40
STRONGLY DISAGREE 19 38
DISAGREE 4 8
NUTRAL 7 14
TOTAL 50 100
SOURCE: - Field survey

The following pie-chart shows the respondent’s response towards advertisements:

CHART-14

23
 PERCENTAGE OF RESPONDENTS
NUTRAL
14%
DISAGREE
8% STRONGLY
AGREE
40%

STRONGLY
DISAGREE
38%

INTERPRETATION:-

From the pie-chart: We can see that 40% respondents strongly agree, 14% are neutral,
8% disagrees and 38% strongly disagrees to the statement.

 QUESTION-11
When looking at an advertisement of health drinks, which types of advertising method do you
prefer?

The following table shows respondents which type of advertisement method preferred:

TABLE-15

ADVERTISEMENT NUMBER OF PERCENTAGE

METHOD RESPONDENTS (%)
PRESENT PRODUCT
33 66
FEATURES AND
FUNCTIONS CLEARLY
USING CELEBRITY 13 26
OTHERS 4 8
TOTAL 50 100
SOURCE: - Field survey

The following bar chart shows respondents which type of advertisement method preferred:

CHART-15

24
 PERCENTAGE OF RESPONDENTS

OTHERS
USING CELEBRITY
PRESENT PRODUCT
FEATURES AND
FUNCTIONS CLEARLY

0 10 20 30 40 50 60 70

INTERPRETATION: -

From the bar chart: we can see that most of the people prefer present product features and
functions clearly advertisement method (66% out of 50 respondents). 26% respondents
response in using celebrity and 8% response in others.

 QUESTION-12
Do you think the attributes about a health drink product shown in the advertisement are true?

The following table shows whether advertisement of health drink is true or not

TABLE-16

RESPONDENT’S NUMBER OF PERCENTAGE

RESPONSE RESPONDENTS (%)
YES 9 18
NO 9 18
MAY BE 32 64
TOTAL 50 100
SOURCE: - Field survey

The following doughnut chart shows whether advertisement of health drink is true or not.

CHART-16

25
 PERCENTAGE OF RESPONDENTS
YES NO MAY BE

18%

18%
64%

INTERPRETATION:-

From the above chart we can see that 64% people think the attributes about health drink
product shown in the advertisement is may be true, and 18% people think the attributes about
health drink shown in the advertisement is true and als0 18% people deny of my survey.

 QUESTION-13
What is your level of satisfaction from the health drink you are presently consuming?

The following table shows the satisfaction of the consumers from the health drinks they are
presently using:

TABLE-17

SATISFACTION FROM
THE NUMBER OF PERCENTAGE (%)
RESPONDENTS
HEALTH DRINKS
LOW 11 22
MODERATE 25 50
HIGH 14 28
TOTAL 50 100
SOURCE: - Field survey

The following doughnut chart shows the consumer satisfaction from the health drinks
they are presently using

CHART-17

26
 PERCENTAGE OF RE-
SPONDENTS
LOW MODERATE HIGH

22%
28%

50%

INTERPRETATION:-

From the above chart, we can say that 28% of the consumers are highly satisfied with the
health drink. 50% are moderately satisfied with the health drink and 22% are having low
level of satisfaction from their present health drink consumption.

27
 FINDINGS
The findings from the questionnaire analysis are as follows:
 From table 1and chart 1, we can see that out of 50 respondents, 16 of them were from
the age group up to 20 years, 17 from the age group 20-40 years, 19 from 40-60years
age group, and 4 from above 60 years age group. Thus we can see that the highest
number of people were from the 20-40 years age group.

 From table 2 and chart 2, we see 56% of the respondents are male and 44% are female

 From table 3 and chart 3, we can see that people from most of the occupations are
included in the survey. Students (36% of the respondents), house-wives (18% of the
respondents), salaried and business people together (30% of the respondents) and
others
which includes retired, old people (16% of the respondents) are included in the survey.

 From table 4 and chart 4, respondents from all income groups are included in the
study such as 30% are having income up to Rs. 15,000, 46% are having income
between Rs.15, 000 to Rs. 30,000, 20% are having income between Rs. 30,000 to
Rs. 45,000
and last but not the least 4% respondents are having income above Rs. 45,000.

 All the respondents are present consumers of health drinks.

 Horlicks is the most preferred brand as 36% of the respondents are present consumers
of this particular brand followed by Bournvita with 16%, Complan 26% and
Protinex16% and others 6%.

 Most of the respondents consume a particular brand of health drinks for good health
of the family members (50%). Respondents consume a particular brand of health
drinks
for some more reasons also such as proper growth of children (16%), to recover from

28
illness (30%) and others 4%

29
 Most of the respondents check manufacturing and expiry date of the health drink they
are buyingand they consider this very important (70%). For 16% of the respondents,
considering manufacturing and expiry date is somewhat important and for 14%
respondents, it is not at all important.

 When their desired brand of health drink is not available, 38% of the respondents
prefer to buy another brand and 62% of the respondents delay their purchase till next
time.

 Among the various attributes of the health drinks which induce people to buy them,
the most important is nourishment followed by economy, taste , brand image and
packaging.

 When we asked the respondents how far they agree with the statement

“Advertisements affect your purchase of health drinks”, 7% of the respondents

strongly disagreed to it, 19% disagreed, 16% said they were neutral, 21% agreed to
the statement and 37% strongly agreed to the statement.

 28% of the consumers are highly satisfied with the health drink they are presently
using, 50% are moderately satisfied with the health drinks they are consuming and
22% are having low level of satisfaction from their present health drink consumption.

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 CHAPTER-4
CONCLUSIONS AND RECOMMENDATIONS
The conclusions of the research are based on questionnaire survey.

CONCLUSION

 As the consumers are considered to be the king of the market, this fact is very true for
the health drink market as well. It is very important on the part of the organisations to
learn consumer’s behaviour in order to increase their sale and create a good brand
image in the minds of the consumers.
 All the respondents in the survey are present consumers of health drinks.

 Horlicks is the most preferred health drink brand followed by Bournvita, Complan and
protinex.

 Most of the respondents check manufacturing and expiry date of the health drink they
are buying and they consider this very important.

 28% of the consumers are highly satisfied, 50 % are moderately satisfied and 22% are
having low level of satisfaction from their present health drink consumption.

RECOMMENDATIONS
The recommendations are based on the study conducted through questionnaire survey.

 There should be more awareness about health drinks through advertisements since
respondents were not sure about the concept of health drinks.

 In this study, it is found that majority of the consumers consume Horlicks brand
compared to other brands. Hence, it is suggested that the manufacturers of protinex,
Complan, and Bournvita may concentrate in improving the features of their brand
such as nourishment, taste, etc. in order to attract more number of consumers.
 Health drinks should not only be consumed for good health but also to have more
energy and be more alert and to satisfy all the nutrients requirement of our body as
well.

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  Though most of the respondents check manufacturing and expiry date of the health
drinks they buy, but there should be more awareness regarding this.

 If the above mentioned suggestions and recommendations are properly considered by

the manufacturers then fruitful results may be achieved.

CHAPTER-5

BIBIOGRAPHY

 Ali EM, GH Mohamed- Journal Impact Factor, 2015- academia.edu.

 Kothari C.R. Research Methodology, International (p) Ltd., New Delhi.

 Indian Journal of Marketing.

 Sherlaker S.A., Marketing Management, Himalaya Publishing House, Mumbai.

WEBSITES

http://www.ijahs.com

www.joebm.com

www.careergyaan.org

www.academia.edu

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 ANNEXURE

QUESTIONNAIRES

A survey from “Consumer Behaviour – A Study on Health Drinks”

Please give a tick mark to select your answer

 Details of Respondents:-

1. NAME:-

2. Phone No:-

3. Age:-

A. up to 20 years B. 20 to 40 years C. 40 to 60years D. above 60 years

4. Gender:-

A. Male B. Female

5. Occupation:-

A. Student B. Housewife C. Salaried and Business people D. Others

6. Monthly Income:-

A. Up to 15,000 B. 15,000 to 30,000 C. 30,000 to 45,000 D. Above

45,000

7. Marital status:-

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 A. Married B. Unmarried

8. Type of Family:-

A. Joint Family B. Nuclear Family

 PROJECT RESEARCH QUESTION

QUESTION-1

Is health drink consumed in your family?

A. Yes. B. No.

QUESTION-2

If your answer is “Yes” to Question 1, then which health drink is consumed by your family?

A. Horlicks B. Bournvita C. Complan D. Protinex E.Others

QUESTION-3

Which is your favourite health drink?

A. Horlicks B. Bournvita C. Complan D. Protinex E. Others

QUESTION-4

Which brand comes to your mind when you think about health drinks?

A. Horlicks (GlaxoSmithKline Consumer Healthcare). B. Bournvita (Cadbury’s) c.

Complan (Heinz) D. Protinex (Wockhardt) E. Others.
QUESTION-5

Why do you prefer this brand over others? (Select the most appropriate reason)
A.Taste B. Advertisement C. Easily available D. Packaging E. Others

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QUESTION-6
Why do you or your family consume this particular brand of health drink?
A. To recover from illness B. For good health of family members C. For proper growth
of children D. Others.
QUESTION-7

Will you intend to purchase the same brand that you have previously purchased?

A. YES B. No C. May be

QUESTION-8

What is the importance of manufacturing and expiry date in case of health drinks?

A. Not at all important B. Somewhat important C. Very important

QUESTION-9

Do you examine the expiry date of the health drinks item when you buy it?

A. Yes B. No

QUESTION-10

From where do you buy the health drink you want to drink?

A. Grocery store B. medicine store C. confectionery shop D. others

QUESTION-11

How often do you switch health drink?

A. Never B. Sometimes C. Frequently

QUESTION-12

What do you do when your desired brand of health drink is not available?

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 A. Delay purchase till next time B. Purchase another brand

QUESTION-13

Rank the following characteristics of health drinks which induce you to buy them. (Give
rank 1- most important and rank 5- least important).

NO. CHARACTERISTICS RANK

1. Taste
2. Nourishment
3. Economy
4. Brand image
5. Packaging
QUESTION-14

Please tick the following brands based on the following attributes:

 Taste

A.Horlicks B.Bournvita C.Complan D.Protinex

 Nourishment

A.Horlicks B.Bournvita C.Complan D.Protinex

 Economy

A.Horlicks B.Bournvita C.Complan D.Protinex

 Brand image

A.Horlicks B. Bournvita C.Complan D.Protinex

 Packaging
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A.Horlicks B. Bournvita C. Complan D. Protinex

QUESTION-15

“Advertisements affect your choice of brand of health drinks”. How far you agree to the
statement?

A .Strongly agree B. strongly disagree C. Disagree D. Neutral

QUESTION-16

Some advertisements features celebrities, does it leave any impact on your selection of health
drink?

A. Yes B. No C. May be

QUESTION-17

When looking at an advertisement of health drinks, which types of advertising method do you
prefer?

A. Present product features and functions clearly B. Using Celebrity C. Others

QUESTION-18

Do you think the attributes about a health drink product shown in the advertisement are true?

A. Yes B. No C. May be

QUESTION-19

What is your level of satisfaction from the health drink you are presently consuming?

A. Low B. Moderate C. High

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QUESTION-20

Rank the following factors based on your experience on health drinks? (Horlicks, Bournvita,
Complan and Protinex) (Give rank 1- most important and rank 4- least important).

NO. Factors Rank

1. Good

quality
2. Affordable

price
3. Reliability
4. Nutritious


…………………………………………………

SIGNATURE

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