Study the factors determining

brand loyalty with reference

to packed juices

SUBMITTED BY:- BHAVESH KUKREJA

MBA SEC-D
ERP ID :- 0191MBA
OBJECTIVES

▪ To study the brand awareness toward the Tropicana and real fruit
juice brand.
▪ To study the parameters which mostly affect while purchasing the
Tropicana and real? Fruit juice brand.
▪ To sudy the satisfaction level toward the real and Tropicana fruit juice
brand.
▪ To compare the Tropicana and real fruit juice brand.
 INTRODUCTION

▪ Real Juice and Tropicana are two competitors in the fruit juice market. Real Juice entered
the market in 1996 with five flavours namely Orange, Mango, Pine Apple, Mix, and Tomato
Inspite of its early entry in the market, Real Juice has not been able to setup its leadership.
Recently the company has received a lot of complaints related to its network of distribution,
price offered for the product, and the market share of Tropicana is rising at a more pace that
Real Juice.
COMPARISON BETWEEN TROPICANA AND REAL
RESEARCH METHODOLOGY

▪ The research methodology based on the primary and secondary data

both. Secondary data are collected from different secondary sources
of information.
▪ Primary data were collected by me over the internet by using the
social media platforms such as Face book etc..... I prepared a
questionnaire which consisted of 9 questions. I took 120 people at
different social media platforms to get their feedback about the
product.
▪ Secondary data were collected by journals,internet , newspaper etc.
DATA ANALYSIS AND INTERPRETATION

(A) How often do you have fruit juice?

How often do you have fruit juice?

1-3 times a week

4-6 times a week
more than 6 times in a week
rarely
(B) For whom do you buy fruit juice?
 

For whom do you buy fruit juice?

myself
family
children
other family members
 SUGGESTIONS
▪ It is clear that the attitude and buying behaviour of consumers is different at different
locations, based on circumstances and most importantly the demographics of
respondents. However, the problem area is that, though Tropicana as the most loved
brand in the packaged fruit juice category is preferred by majority of individuals, there is
still some good advertising which needs to be done in order to increase the market
share. In spite of the marketing strategies implemented by various brands of packaged
fruit juices, this sector in the market still seems to be lagging behind. Therefore, it is
necessary to look into the attributes and the factors that may impress the Indian
audience
CONCLUSION

▪ The research study is undertaken to find out the various factors

responsible for changing consumer perceptions and buying
behaviour towards packaged fruit juices. The demand for the
organised packaged fruit juice market is rising.
▪ Price is an important factor while purchasing packaged fruit juices
but unlike expected, the respondents showed a positive response
towards buying the fruit juices probably because brands like
Tropicana and Real have made a mark in this sector in the past few
years and the increasing confidence and likeability factor towards
these brands dilutes some disadvantages that the brands may be
facing in terms of brand loyalty and price.
THANK YOU