a study on consumer buying behaviour towards packed fruit ...

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“A STUDY ON CONSUMER BUYING BEHAVIOUR

TOWARDS PACKED FRUIT JUICE WITH REFERENCE TO

STUDENTS OF CHRIST COLLEGE, IRINJALAKUDA”

Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

ALEX ANTONY GEORGE

(CCASBCM208)

Under the supervision of

Prof. SIJI PAUL V

DEPARTMENT OF COMMERCE

CHRIST COLLEGE(AUTONOMOUS), IRINJALAKUDA

MARCH 2021

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CHRIST COLLEGE(AUTONOMOUS), IRINJALAKUDA

CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CONSUMER

BUYING BEHAVIOUR TOWARDS PACKED FRUIT JUICE WITH

REFERENCE TO STUDENTS OF CHRIST COLLEGE,

IRINJALAKUDA” is a bonafide record of project done by ALEX ANTONY

GEORGE, Reg. No. CCASBCM208 under my guidance and supervision in

partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE and it has not previously formed the basis for

any Degree, Diploma and Associateship or Fellowship.

Prof. K.J JOSEPH Prof. SIJI PAUL V

Co-ordinator Project Guide

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DECLARATION

I, ALEX ANTONY GEORGE, hereby declare that the project work

entitled “A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS

PACKED FRUIT JUICE WITH REFERENCE TO STUDENTS OF CHRIST

COLLEGE, IRINJALAKUDA” is a record of independent and bonafide

project work carried out by me under the supervision and guidance of Prof. Siji

Paul V, Assistant Professor-On contract, Department of Commerce and

Management Studies, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my

knowledge. The report has not been previously submitted for the award of any

Degree, Diploma, Associateship or other similar title of any other university or

institute.

Place: Irinjalakuda ALEX ANTONY GEORGE

Date 29-03-2021 CCASBCM208

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ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all

people who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose

divine guidance; I have been able to complete this work successfully.

I would like to express my sincere obligation to Rev.Dr. Jolly Andrews,

Principal-in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J. Joseph, Co-ordinator of B.Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Prof. Prassy Viswambharan, Class teacher for her cordial

support, valuable information and guidance, which helped me in completing

this task through various stages.

I express my sincere gratitude to Prof. Siji Paul V, Assistant Professor-On

contract, whose guidance and support throughout the training period helped me

to complete this work successfully.

I would like to express my gratitude to all the faculties of the Department for

their interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my

college for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.

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TABLES OF CONTENTS

SL.NO CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1-4

CHAPTER 2 REVIEW OF LITERATURE 5-12

CHAPTER 3 INDUSTRY PROFILE &

COMPANY PROFILE 13-18

CHAPTER 4 DATA ANALYSIS AND

INTERPRETATION 19-37

CHAPTER 5 FINDINGS, SUGGESTIONS

& CONCLUSION 38-41

BIBLIOGRAPHY

ANNEXURE

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LIST OF TABLES

TABLE

NO: TITLE PAGE NO:

4.1 Table showing Gender wise classification of

respondents 20

4.2 Table showing Age wise classification of

respondents 21

4.3 Table showing opinion of respondents for whom

fruit juice is buying 22

4.4 Table showing classification of how often the

respondents purchase fruit juice

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4.5 Table showing classification of respondents based

on quantity of fruit juice purchased

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4.6 Table showing classification of respondents on the

basis of their knowledge about the product

25

4.7 Table showing classification of respondents based

on preferred brand.

26

4.8 Table showing opinion of the respondents based on

loyalty towards the above mentioned brands

27

4.9 Table showing opinion of respondents based on

place of purchase

28

4.10

Table showing classification of respondents based

on the amount spend for purchasing packed fruit

juice on weekly basis

29

4.11 Table showing opinion of respondent based on

considering nutrition value

30

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their preference in freshness of fruit juice

31

4.13

Table showing classification of respondents based

on consuming fruit juice without influence of

advertisement

32


disposal of waste

33

4.15 Table showing opinion of respondents based on the

addiction of drinking packaged fruit juice

34

4.16 Table showing opinion of respondents based on the

flavour they prefer

35

4.17 Table showing opinion of respondents on drinking

too much fruit juice will cause health problems

36

4.18 Table showing opinion of respondents on

satisfaction of fruit juice based on different factors

37

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LIST OF FIGURES

FIGURE

NO: TITLE PAGE NO:

4.1 Figure showing gender wise classification of

respondents 20

4.2 Figure showing age wise classification of

respondents 21

4.3 Figure showing opinion of the respondents based on

for whom fruit juice is buying

22

4.4 Figure showing opinions of respondents based on

how often they purchase fruit juice

23

4.5 Figure showing classification of respondents based

on quantity of fruit juice they purchase

24

4.6

Figure showing classification of the respondents on

the basis of availability of knowledge about fruit

juice

25

4.7 Figure showing classification of respondents

based on their preferred brand

26

4.8 Figure showing opinion of respondents based on

loyalty towards above mentioned brands

27

4.9 Figure showing opinion of the respondents on place

of purchase

28

4.10

Figure showing classification of the respondents

based on the amount spend for purchasing packaged

fruit juice

29

4.11 Figure showing opinion of respondents based on

considering nutrition value before buying fruit juice 30

4.12 Figure showing the opinion of the respondents

based on their preference in freshness of juice

31

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4.13

Figure showing classification of respondents

based on consuming fruit juice without observing

advertisement

32

4.14 Figure showing opinion of the respondents based

on disposal of waste after consumption

33


addiction of drinking packaged fruit juice

34


the flavour they prefer

35

4.17 Figure showing opinion of respondents on drinking

too much fruit juice will cause health problems

36

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CHAPTER : 1

INTRODUCTION

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1.1 Introduction

Consumer buying behavior refers to actions taken by consumers before buying

a product or service. This process may include consulting search engines,

engaging with social media posts, or a variety of other actions. It is valuable for

businesses to understand this process because it helps businesses better tailor

their marketing initiatives to the marketing efforts that have successfully

influenced consumers to buy in the past.

Consumer buying behavior is the study of individuals, groups, or organizations

and all the activities associated with the purchase, use and disposal of goods

and services and how the consumer’s emotions, attitudes and preference affect

buying behavior. Buyer’s reactions to a firms marketing strategy has a great

impact on the firm’s success.

A consumer’s buying decision depends on the type of products that they need

to buy. Consumer buying behavior is determined by the level of involvement

that a consumer shows towards a purchase decision. The amount of risk

involved in a purchase also determines the buying behavior. Higher priced

goods tend to higher risk, thereby seeking higher involvement in buying

decisions. There are four types of consumer buying behavior: Complex buying

behavior, Dissonance-reducing buying behavior, Habitual buying behavior and

Variety seeking behavior.

India is one of the fastest growing economies of the world. In the present

competitive world, most of the companies are shifting their focus from

producing aerated cold drinks to fresh fruit juices which are in packed form,

since fruit juice offer a high nutrition and a sense of appeal, packaged fruit

juices have a good amount of market shares.

This study aims to examine the consumer’s satisfaction level on packaged fruit

juices with special reference to the students of Christ College Irinjhalakuda.

Due to availability of number of brands in the packaged fruit juice there will be

difference in the satisfaction level.

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1.2 Statement of the problem

Today the majority of fruit juice products target adults. The purpose of this

study is to develop a better understanding of consumer buying behavior for

packaged fruit juice. Specifically, to evaluate where there is significant

relationship between consumer preference towards packaged fruit juice by

adults who usually spends more of their time away from home and what are the

factors influencing consumer’s buying behavior.

1.3 Objectives of the study

• To study the buying behavior of consumers in general towards packaged

fruit juices among the students of Christ College Irinjhalakuda

• To ascertain the level of satisfaction perceived in consuming packaged fruit

juices.

1.4 Research design

1.4.1 Nature of the study

The study is descriptive in nature. A descriptive study is one that is designed to

describe the distribution of one or more variables without regard to any casual

or other hypothesis.

1.4.2 Nature of data

The study is based on primary data. The data is collected from students of

Christ College Irinjhalakuda

1.4.3 Sources of Data

Primary data is collected through questionnaire which is suitable for this study,

from the students of Christ College Irinjhalakuda. Secondary data is also used

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in the study for proper understanding of concepts used in the study. This

secondary data is collected from various books and websites.

1.5 Sample Design

1.5.1 Nature of population

Population is finite. More than 4000 students are studying in Christ College

Irinjhalakuda. A questionnaire had been issued to the students of Christ

College, Irinjalakuda. Age group of the respondents varies from 18 to 21 years.

1.5.2 Sample unit

Sample unit was the students of Christ College Irinjalakuda (Autonomous).

Sampling unit was an individual person. The term sampling unit refers to

singular value within a sample database.

1.5.3 Method of sampling

Stratified sampling has been adopted in the study. Data had been collected

using questionnaire. Questionnaire had been distributed to the students in

Christ College Irinjalakuda. Sample had been selected using stratified sampling

technique. All together there are more than 4000 students. These students are

classified on the basis of their specialization. Specialization is broadly

classified into science and arts. Students from science and commerce had been

selected at random.

1.5.4 Size of Sample

Size of sample is 50. Sample size measures the number of individual samples

measured or observation used in survey.

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1.6 Tools of analysis

Following tools are used in the study

- Percentage

- Charts

- Likert scale

1.7 Chapterization

Chapter 1 includes Statement of Problem, Objectives of the study, Hypothesis

of the study, Research design, Sample design, Tools of analysis etc

Chapter 2 includes Review of literature

Chapter 3 includes Industry profile and Company profile

Chapter 4 includes Data analysis and interpretation

Chapter 5 includes Findings, Suggestions and Conclusion.

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CHAPTER : 2

REVIEW OF LITERATURE

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2.1 Introduction

This chapter deals with review of literature. Review of literature is divided into

two parts conceptual reviews and empirical literature. Conceptual literature

includes explanation of various concepts used in the study. Empirical literature

includes reviews of previous studies. These studies are arranged in

chronological order

2.2 Conceptual review

Marketers expect that by understanding what causal the consumers to buy

particular goods and services, they will be able to determine which products

are needed in the market place, which are obsolete and how best to present the

goods to the consumer. The study on consumer behaviour assumes that the

consumers are actors in the market place. The perspective role of theory

assumes that consumers play various roles in the market place. Starting from

the information provider from the user to the payer and to the disposer,

consumers play those roles in the decision process.

According to Engel, Blackwell and Mansard consumer behaviour is “the

actions and decision processes of people who purchase goals and services for

personnel consumption”.

According to Loudon and Bitta consumer behaviour is “the decision process

and physical activity, which individuals engage in when evaluating, acquiring,

using or disposing of goods and service”.

2.2.1 Factors influencing consumer behaviour:

Following are the factors influencing consumer

behavior:

a) Marketing mix factors

b) Personnel mix factors

c) Psychological factors

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d) Social factors

e) Cultural factors

2.2.1.1 Marketing mix factors

Each component of the market mix product, pricing, promotion and place of

distribution has a direct or indirect impact on the buying process of the

consumer.

i. Product

The special characteristics of the product, the physical appearance and the

packaging can influence the buying decision of a consumer.

ii. Pricing

The price charged on the product or services consumed by the consumer affect

the buying behaviour of the consumers. Marketers must consider the price

sensitivity of the target customers while fixing prices.

iii. Promotion

The variables of promotion mix such as advertising publicity, public relations,

personnel selling and sales promotion affect the buying behaviour of the

consumers. Marketers select the promotion mix after considering the nature of

the target audience.

iv. Place

The channels of distribution and the place of distribution affect the buying

behaviour of the consumers. The marketers make an attempt to select the right

channel and distribute the products at the right place.

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2.2.1.2 Personnel factors

The personnel factors such as age, occupation, lifestyle, social and economic

status and the gender of a consumer may affect the buying decision of the

consumers individually or collectively.

i. Age factor

The age factor greatly influences the buying behaviour. Example: teenagers

prefer trendy clothes whereas office executives prefer sober and formal

clothing.

ii. Gender

The consumer behaviour varies across gender. Example: girls prefer certain

feminine colours such as pink, purple and peach whereas boys go for blue,

black and brown.

iii. Education

Highly educated persons may spend on books, personnel care products and so

on but a person with low or no education may spend less on books and more on

personnel grooming products. iv. Income level

Normally, the higher the income level, the higher is the level of spending and

vice versa, but this may not be the case in developing countries especially in

the rural areas.

2.2.1.3 Psychological factors

A person’s buying behaviour is influenced by the psychological factors such as

the following:

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i. Learning

It refers to changes in individual behaviour that are caused by information and

experience. Example: when a customer buys a new brand of apparels and is

satisfied by its uses, then they are more likely to buy the same brand the next

time. Through learning, people acquire beliefs and attitudes which in turn

influence the buying behaviour.

ii. Attitude

It is human tendency to respond in a given manner to a particular situation or

object or idea. Consumers may develop a positive or negative or a neutral

attitude towards certain products or brands which in turn affects their buying

behaviour.

iii. Motives

A motive is the inner drive that motives a person to act or behave in a certain

manner. A marketer must identify the buying motives of the target customers

and influence them to act positively towards the marketed products.

Some of the buying motives include the following factors:

• Pride and possession

• Love and affection

• Comfort and convenience

• Sex and romance

iv. Beliefs

A belief is a descriptive thought that a person holds about certain things. It may

be based on knowledge, opinion, faith, trust and confidence. People may hold

certain beliefs of certain brands/products. Beliefs develop brand images which

in turn can affect the buying behaviour.

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2.2.1.4 Social factors

The social factors such as reference groups, family and social status affects the

buying behaviour. Social factors in turn reflect a constant and dynamic influx

through which individuals learn different meanings of consumption.

i. Reference groups

A reference group is a small group of people such as colleagues at workplace,

club members, friends circle, neighbors, family members and so on.

The reference groups influence the members in following manner:

• They influence member’s values and attitudes.

• They expose members to new behaviour and lifestyle

• They create pressure to choose certain products or brands.

ii. Family

The family is the main reference group that may influence the consumer

behaviour. Nowadays children are well informed about goods and services

through media or friends circle and other sources. Therefore, they influence

considerably in the decisions of buying both fast moving consumer goods and

durable items.

2.2.1.5 Cultural factors

There is a subtle influence of cultural factors on a consumer’s decision process.

Consumers live in a complex social and cultural environment. The types of

products and service they buy can be influenced by the overall cultural context

in which they grow up to become individuals. Cultural factors include race and

religion tradition, caste and moral values. Culture also includes subculture, sub-

castes, religious sect and languages.

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i. Culture

It influences consumer behaviour to a great extent. Cultural values and

elements are passed from one generation to another through family, educational

institutions, religious bodies and social environment. The cultural diversity

influences food habits, clothing, customs and traditions. For example,

consuming alcohol and meat in certain religious communities is not restricted,

but in certain communities, consumption of alcohol and meat is prohibited.

ii. Subculture

Each culture consists of smaller subcultures that provide specific identity to its

members. Subcultures include sub-castes, religious sects (Roman Catholics,

Syrian Catholics, Protestant Christians, etc.), geographic regions (South

Indians, North Indians) and language (Marathi, Malayali, Gujarati).

The behaviour of people belonging to various subcultures is different.

Therefore, marketers may adopt multicultural marketing approaches, that is,

designing and marketing goods and services that cater to the tastes and

preferences of the consumers belonging to different subcultures.

2.3 Empirical literature

Shrey Agarwal (2020) in “A study on consumer perception and attitude

towards packaged fruit drinks” following are the objectives to find, to

understand consumer shopping behaviour, with focus on fruit based beverages,

to understand consumer perception and preferences, to find triggers and barrier

for fruit based beverages, and to obtain a deep insight of the factors, including

economical, behavioral and psychological that influence consumers decisions.

It has been observed based upon the responses generated that brand plays an

important role as consumer go for known brands. The biggest factor that

directs consumer towards fruit juice is the growing health awareness.

Aline Bravim Santos, Sharlayne de Souza Bottoni (2017) in “Study of

consumers of ready-to drink juices and fruit nectars” the authors aimed to

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analyze and characterize the profile of consumers of juices by associating the

socio demographic variables. It finds that marketing strategies especially

nutritional marketing can influence the purchasing decisions of consumers.

Tatiana Bonilla (2010) the study “Analysis of consumer preferences

towards 100% fruit juice packages and labels” aimed to identify, which

packaging and labeling attributes consumers consider important when choosing

100% fruit juice products. It finds that choice of product is heavily influenced

by the material of the package also the consumers place positive values and are

willing to pay a high amount for PET bottle.

Dr. M Ceasar and Ms. Siva Sundari (2016) the study “Consumer

perception on fruit drinks a field survey in Tirunelveli district,

Tamilnadu” aimed to ascertain the level of satisfaction perceived in mango

fruit drinks in the study area. The authors have concluded that satisfaction

perceived in the study area is very high. Majority of the consumers strongly

agreed that they were satisfied about the flavour and colour of the fruit juice.

Dr. Gurvishal Sinha (2018) the study “Influencing parameters in purchase

behaviour for packed fruit juices are setting new millennium in Indian

markets” has the following objectives, to decode out that there is an influence

on the purchase of packed fruit juice due to the location and to find out that

professional skills are authentically having an impact on purchase of packed

fruit juices. From the study following conclusions are obtained, locations and

skills both play an important role in purchasing the packed fruit juices. Also

people in the cities are now very health conscious.

Shuwen Yang (2014) the study “How packaging of juice products influence

customer experience” has following objectives, how packaging elements

stimulate customer experience, as a mediator in influencing consumers

purchase intention and to find purchase intention for healthy juice products.

From the study the author concludes that providing positive customer

experience was seen a way to help people to make healthy choices easier and

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packaging elements of the product were found to have positive influence on the

customer experience and the purchase intention.

Dr. Vanitha Esaimani (2019) in “A study on impact of consumers

preference and consumers buying behaviour towards soft drinks with

special reference to youth” the objective of the author was to highlight

findings of the study in the context consumers buying behaviour towards soft

drinks with special reference to youth. Based on the analysis of the data for this

study the author concludes that soft drink is preferred by the youth. She also

finds that product innovation, price, promotion and distribution are important

factors that have influence on consumer buying behaviour.

Pooja Boga, Tejaswini Sandeep Khanolkar (2015). The study “Fresh fruit

juice – a study on consumer preference and demographic profiling”

focuses on consumption pattern of various soft drinks in different age group.

The study demonstrates detailed analysis of preferences of these populations

and finds the variation in perception of different individuals at different age

group.

Abhay Goyal (2019) a study on “Enhancing consumer preference towards

healthy drinks” aims to find Indian consumer behaviour trends and their

current purchase pattern of fruit based beverages. The author concludes that by

designing the right advertisement and incorporating a right balance of

fear/attitude/response coupled with a socially relevant message, health drink

manufacturers can target the required consumer segment and boost sale of their

health drinks.

Thakor Anikumar (2016) a study on “Impact of packaging on consumer

buying behaviour” aims to figure out impact of packaging on consumer

buying behaviour and to explore reasons behind that. The study concludes that

most of the consumers like the product quality after they purchased their

desired packaged products. There is a positive thinking and trend about well

designed package, shows high product quality.

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CHAPTER : 3

INDUSTRY PROFILE & COMPANY PROFILE

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3.1Introduction

This chapter deals with Industry profile and company profile. In Industry

profile history of soft drink industry and their present performance in the

market has been explained. In company profile a brief description about the

companies selected in the study has been explained.

3.2 Industry profile

In soft drink industry, the production, marketing, and distribution are of non-

alcoholic drinks, generally carbonated, flavored, and sweetened, water-based

beverages. The history of soft drinks in the United States illustrates important

business innovations, such as product development, franchising, and mass

marketing, as well as the evolution of consumer tastes and cultural trends.

Many Europeans long believed natural mineral waters held medicinal qualities

and favored them as alternatives to often-polluted common drinking water. By

1772, British chemist Joseph priestly invented a means to synthetically

carbonate water, and the commercial manufacturing of artificial mineral waters

began with Johann Jacob Schweppe's businesses in Geneva in the 1780s and

London in the 1790s. The first known U.S. manufacturer of soda water was

Yale university chemist Benjamin Silliman in 1807, though Joseph Hawkins of

Baltimore secured the first U.S. patent for the equipment to produce the drink

two years later. By the 1820s, pharmacies nationwide provided the beverage as

a remedy for various ailments, especially digestive.

Though the drinks would continue to be sold in part for their therapeutic value,

customers increasingly consumed them for refreshment, especially after the

1830s, when sugar and flavorings were first added. Soda fountains emerged as

regular features of drugstores by the 1860s and served beverages flavored with

ginger, vanilla, fruits, roots, and herbs. In 1874 a Philadelphia store combined

two popular products to make the first known ice-cream soda. The first cola

drink appeared in 1881.

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In the late 1800s, several brands emerged that were still popular a century later.

Pharmacists experimenting at local soda fountains invented Hires Root Beer in

Philadelphia in 1876, Dr. Pepper in Waco, Texas, in 1885, Coca-Cola in

Atlanta and Georgia, in 1886, and Pepsi-Cola in New Bern, North California,

in 1893, among others.

The history of Coca-Cola reveals how national markets in soft-drink brands

developed. To limit the cost of transportation, manufacturers of syrup

concentrates licensed bottlers to mix the product, package, and distribute it

within a specific territory. Candler underestimated the importance of the

bottling side of the business and in 1899 sold the national rights to bottle Coke

for a fairly small sum to Benjamin F. Thomas and Joseph B. Whitehead, who

then started a national network of bottlers, creating the basic franchising format

by which the industry is still run.

After World War 2, the soft-drink industry became a leader in television

advertising, the use of celebrity endorsements, catchy slogans, tie-ins with

Hollywood movies, and other forms of mass marketing, particularly focusing

on young consumers and emphasizing youth-oriented themes. As health and

fitness consciousness and environmental awareness became popular, the

industry responded with sugar-free and low-calorie diet sodas, beginning in the

1960s, and later, caffeine-free colas and recyclable containers.

In 2001, the soft-drink industry included approximately five hundred U.S.

bottlers with more than 183,000 employees, and it achieved retail sales of more

than $61 billion. Americans that year consumed an average of 55 gallons of

soft drinks per person, up from 48 in 1990 and 34 in 1980. The nine leading

companies accounted for 96.5 percent of industry sales, led by Coca-Cola with

more than 43 percent of the soft drink market and Pepsi with 31 percent.

Seven individual brands accounted for almost two-thirds of all sales: Coca-Cola

Classic (itself with nearly 20 percent of the market), Pepsi-Cola, Diet Coke,

Mountain Dew (a Pepsi product), Sprite (a Coca-Cola product), Dr. Pepper, and

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Diet Pepsi. Domestic sales growth slowed in the late 1990s because of

increased competition from coffee drinks, iced teas, juices, sports drinks, and

bottled waters. The industry continues, however, to tap lucrative international

markets; Coke and Pepsi each have bottling operations in more than 120

countries.

3.3 Company profile

3.3.1 Mazza

Mazza is a Coca-Cola fruit drink brand from India and marketed in the Middle

East, Africa, Eastern Europe and Asia. Its most popular drink is its mango fruit

drink. The Union Beverages Factory, based in the UAE, began selling it as a

franchisee in the Middle East and Africa in 1976. By 1995, it had acquired

rights to the Maaza brand in these countries through Maaza International Co.

LLC Dubai. Maaza was launched in 1976 in India and was acquired by Coca-

Cola India in 1993 from Parle Bisleri along with other brands such as Limca,

Citra, Thums up and Gold spot. Maaza was acquired by House of Spices in

2005 for the North American market. In 2006 Infra Food brands acquired

Maaza for the European, Caribbean and West-African market and cooperate

with House of Spices for the North American market.

3.3.2 Slice

Slice is a line of fruit –flavored soft drink originally manufactured by PepsiCo

and introduced in 1984 but discontinued by PepsiCo in the United States in the

late 2000s. Slice was reintroduced in the United States and Canada by New

Slice Ventures LLC, who acquired the trademark rights in those countries.

Slice was also reintroduced in India by PepsiCo in 2008 as a Mango-flavored

fruit drink and currently advertised as Tropicana Slice.

Slice was a big success upon release, inspiring other juice-infused drinks based

on already existing juice brands, such as Coca-Cola's Minute Maid orange soda

and Cadbury Schweppes's Sunkist. By May 1987, Slice held 3.2 percent of the

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soft drink market. One year later, it had fallen to 2.1 percent and was below 2

percent in June 1988. The original design of the can was a solid color related to

the flavor of the drink. These were replaced in 1994 with black cans that

featured colourful bursts related to the flavour of the drink, along with slicker

graphics. In 1997, the cans became blue with colour-coordinated swirls. The

original orange flavour was reformulated around this time with the new slogan,

"It's orange, only twisted”.

In December 2018, New Slice Ventures announced that its new Slice-branded

products had become available for wholesale pre-order in four flavours:

Raspberry & Grapefruit, Blackberry, Mango and Pineapple & Cranberry.

3.3.3 Frooti

Frooti was launched in a green rectangular Tetra Pak as a ready-to-serve mango

drink. Although it wasn't the first mango drink, Frooti quickly acquired a large

market share. The packaging played a major role behind its success, since it

could be carried easily and conveniently. Frooti also provided a refreshing

mango taste that translated into a huge demand for itself.

The tagline "Mango Frooti, Fresh and Juicy", was created by the marketing

duo-team of Arun Lahori and GM Menon. In a crisp brief to the then

communications agency on the brand, to: "make mango Frooti synonymous

with freshness and juiciness". Coined in a flash by creative honcho Bharat

Dhabolkar, "Fresh and juicy got to be Frooti". The slogan revitalized the

company, helping the brand strengthen and consolidate its position as the

undisputed country wide leader of packaged juice drinks. Over the years the

brand has experienced a series of repositioning, from the original tagline

"Mango Frooti, Fresh and Juicy" to "Juice Up your Life". Eventually, the

original tagline- "Mango Frooti, Fresh and Juicy" was reinstalled. The present

ad campaigns focus on reaffirming Frooti's leading position across India in a

confident manner.

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Along with the brand film, the marketing plan includes outdoors, BTL, mall

activation, visibility at retail outlets (POP) and a strong digital presence. The

first leg of this campaign was launched on social media and as per Kurup in

less than a week, its total timeline deliveries amounted to 52 million. It

managed to garner over 8 million Twitter handles and a count of 80,000 tweets.

Frooti's YouTube channel views increased by 2.5 million and subscribers

increased by 600%. The brand has spent 40% more on its marketing this year.

3.3.4 Real

Dabur Real Juice is the product of Dabur Foods which in turn is a subsidiary of

its parent company Dabur India. It is associated with food and beverage

industry as it belongs to the beverage category. This FMCG product is of

Indian origin and was introduced in the consumer market in the year 1996.

Fruit juice market is very competitive as several bands have joined it and are

fighting to create a niche place for themselves. It is 100% preservative-free and

packaged juice offering wholesome nutrition, great taste in an attractive and

hygienic pack. Packaging is an important part of a product that has the ability

to attract customers especially kids towards it. Dabur has changed its design

and packaging to make it more attractive.

Dabur Real Juice is an Indian brand and has extended its reach to cover every

part of rural and urban India. It has extended its product reach to cover overseas

market via its parent company that already has established channels in more

than sixty countries. It has manufacturing facilities in Jaipur, Siliguri, Nepal.

Packaging is an important part of a real juice industry and Dabur has upgraded

its packaging technology by bringing a state-of-the-art packaging machine in

year 1997 from Nimco, based in Chicago.

Dabur Real Juice has an excellent and widespread distribution network that

makes its products available in consumer market easily and regularly. Its

distribution channel is one of its main strength that has helped the company y

30

in reaching across far and wide. Its products are manufactured at its

manufacturing facilities and the packaged products from these plants are

supplied to Carrying and Forwarding Agents. The C&F agents supply them to

distributors and stockiest, who in turn hand over it to retailers. The goods reach

customers via grocery stores, convenience stores, hypermarket, supermarket,

malls, café, and corner shops. It has extended its product reach to include

places like restaurants, hotels, railways, airlines, hospitals, and E-commerce

portals.

Dabur Real Juice is easily available in every online shopping portal.

3.3.5 Jumpin

Godrej is well known for their range of home appliances, engineering, personal

care, industrial, consumer products, security equipment’s etc. The foods

division of Godrej industries produces and markets edible oils, vanaspati, fruit

drinks, fruit nectar and bakery fats. The foods division of Godrej industries

manufactures fruit drinks under the brand name of Jumpin. This range of fruit

drinks is available in four flavours of mango, pineapple, apple and orange. It

comes in a baseline pack design that is trendy and easy to hold. Flavour

retention is high. Jumpin is available in slim packs of 200 ml in trays of 27.

Also available in 1000 ml pack

31

4.1 Introduction

This chapter deals with data analysis and interpretation. Data had been

collected using questionnaire. Questionnaire had been distributed to the

students in Christ College Irinjalakuda. Sample had been selected using

stratified sampling technique. All together there are more than 4000 students.

This chapter is an attempt made to analyze the satisfaction level of packaged

fruit juices. It also takes into consideration whether there is any difference in

satisfaction level with regard to age.

In this study, data is analyzed with the help of descriptive statistical tools. Here

percentage analysis is used as one of descriptive statistical tool for describing

the data.

4.2 Descriptive Analysis

Descriptive statistics are simply describing what is or what the data shows.

Descriptive Statistics are used to present quantitative descriptions in a

manageable form. In a research study we may have lots of measures.

Descriptive statistics help us to simplify large amounts of data in a sensible

way. Each descriptive statistic reduces lots of data into a simpler summary.

Descriptive statistics do not, however, allows making conclusions beyond the

data we have analyzed or reach conclusions regarding any hypotheses we might

have made. They are simply a way to describe our data. Descriptive statistical

tools are those tools in which, these are used to describe the characteristics of a

single variable, like its frequency and percentages etc.

32

CHAPTER : 4

DATA ANALYSIS AND INTERPRETATION

33

Table 4.1

Table showing classification of the respondents based on Gender

Gender Number of the respondents Percentage

Male 27 54%

Female 23 46%

Total 50 100%

(Source; Primary data)

Table 4.1 shows that 54% of the respondents are male and rest of the 46%

belongs to female. Therefore, majority of the respondents are of male

respondents.

Figure 4.1

Figure showing classification of the respondents based on Gender


54%

46%Male

Female

34

Table 4.2

Table showing classification of the respondents based on age group.

Age Number of

respondents

Percentage

18 4 8%

19 5 10%

20 28 56%

21 13 26%

Total 50 100%


Table 4.2 shows that 8% of the respondents belongs to the age group of 18,

10% of the respondents are from the age group 19, 56% of respondents belong

to the age group of 20 and rest of the 26% of the respondents belongs to the age

group of 21. Therefore, majority of the respondents are from the age group 20.

Figure 4.2

Figure showing classification of the respondents based on age group.


8%

10%

26%56%

Age 18

Age 19

Age 20

Age 21

35

Table 4.3

Table showing opinion of the respondents based on for whom the

fruit juice is buying.

Particulars Number of

respondents

Percentage

For yourself 26 52%

Family 17 34%

Friends 7 14%

Total 50 100%


Table 4.3 shows that 52% of the respondents buy fruit juice for their own

consumption and 34% of the respondents buy fruit juice for their family and

rest of the 14% of the respondents buy fruit juice for their friends. Therefore,

majority of the respondents purchase fruit juice for their own consumption.

Figure 4.3

Figure showing opinion of the respondents based on for whom the

fruit juice is buying


52%34%

14%

For yourself

Family

Friends

36

Table 4.4

Table showing opinion of the respondents based on how often they

purchase a fruit juice.


respondents

Percentage

1 to 3 times a week 10 20%

4 to 6 times a week 5 10%

Rarely 35 70%

Total 50 100%


Table 4.4 shows that 20% of the respondents buys fruit juice in 1 to 3 times in a

week and 10% of the respondents buys fruit juice in 4 to 6 times in a week and

rest of 70% of the respondents buy fruit juice rarely. Therefore, majority of the

respondents purchase fruit juice rarely.

Figure 4.4

Figure showing opinion of the respondents based on how often they

purchase a fruit juice.


20%

10%

70%

1-3 times week

4-6 times a week

Rarely

37

Table 4.5

Table showing classification of the respondents based on quantity of

fruit juice they purchase.

Quantity Number of

respondents

Percentage

250ml 21 42%

500ml 17 34%

700ml 3 6%

1L 9 18%

Total 50 100%


Table 4.5 shows that 42% of the respondents purchase 250ml of fruit juice and

34% of the respondents purchase 500ml of fruit juice and 6% of the

respondents purchase 700ml of fruit juice and rest of 18% purchase 1 Liter of

fruit juice. Therefore, majority of respondents purchase 250ml of fruit juice.

Figure 4.5

Figure showing classification of the respondents based on quantity of



42%

34%

6%

18%

250 ml

500 ml

700 ml

1 L

38

Table 4.6

Table showing classification of the respondents on the basis of their

knowledge about the fruit juice


respondents

Percentage

Television 23 46%

Newspaper 4 8%

Social media 22 44%

Others 1 2%

Total 50 100%


Table 4.6 shows that 46% of the respondents are of the opinion that they

acquire knowledge about fruit juice from Television and 44% of the

respondents are of the opinion that they acquire knowledge about fruit juice

from social media and 8% of the respondents are of the opinion that they

acquire knowledge about fruit juice from newspaper. 2% of respondent is of

the opinion that they acquire knowledge about fruit juice from other source.

Therefore, majority of the respondents acquire knowledge from Television.

Figure 4.6

Figure showing classification of the respondents on the basis of

availability of knowledge about fruit juice.


47%

8%

44%

1%

Television

Newspaper

Socialmedia

Others

39

Table 4.7

Table showing classification of respondents based on preferred

brand.

Brand Number of

respondents

Percentage

Real 3 6%

Mazza 8 16%

Frooti 21 42%

Jumpin 3 6%

Slice 8 16%

others 7 14%

Total 50 100%


Table 4.7 shows that 6% of the respondents prefer Real brand and 16% of the

respondents prefer Mazza brand, 42% of the respondents prefer Frooti brand,

6% of the respondents prefer Jumpin brand and 16% of the respondents prefer

Slice brand and rest of 14% prefer other brands. Therefore, majority of the

respondents prefer Frooti brand.

Figure 4.7

Figure showing classification of respondents based on preferred

brand


6%

16%

42%

6%

16%

14%Real

Mazza

Frooti

Jumpin

Slice

Others

40

Table 4.8

Table showing opinion of the respondents based on loyalty towards

the above-mentioned brands.


respondents

Percentage

Yes 32 64%

No 18 36%

Total 50 100%


Table 4.8 shows 64% of respondents are of Loyal customers on mentioned

brand and rest of 36% of respondents are not loyal customers of mentioned

brand. Therefore, majority of the customers are loyal customers of the brand

they consume.

Figure 4.8

Figure showing opinion of the respondents based on loyalty towards

the above-mentioned brands.


65%

35%

Yes

No

41

Table 4.9

Table showing opinions of the respondents on place of purchase.

Place of purchase Number of

respondents

Percentage

Grocery Store 17 34%

Supermarket 22 44%

Hypermarket 9 18%

Restaurant 2 4%

Total 50 100%


Table 4.9 shows 34% of the respondents purchase fruit juice from grocery

store, 44% of the respondents purchase fruit juice from super markets, 18% of

the respondents from hyper market and 4% of the respondents from restaurant.

Therefore, majority of the respondents purchase fruit juice from supermarket.

Figure 4.9

Figure showing opinion of the respondents on place of purchase.


35%

45%

19%

1%

Grocery store

Supermarket

Hypermarket

Restaurant

42

Table 4.10

Table showing classification of the respondents based on the amount

spends for purchasing packaged fruit drink on weekly basis.

Particulars Number of respondents Percentage

Less than Rs.50 23 46%

Rs.50 – Rs.100 19 38%

Rs.100 – Rs.500 8 16%

More than Rs.500 0 0%

Total 50 100%


Table 4.10 shows 46% of the respondents spend less than Rs.50 in a week for

packaged fruit juice and 38% of the respondents spend in between Rs.50 and

Rs.100 in a week for packaged fruit juice and 16 % of the respondents spend in

between Rs.100 and Rs.500 in a week for packaged fruit juice. Therefore,

majority of the respondents spend less than Rs.50 in a week for packaged fruit

juice.

Figure 4.10

Figure showing classification of the respondents based on the amount

spends for purchasing packaged fruit drink on weekly basis.

(Source; Primary Data)

46%

38%

16%

Less than 50

50-100

100-500

43

Table 4.11

Table showing opinion of the respondents based on considering

“Nutrition value” before buying packaged fruit juice.


Yes 14 28%

No 16 32%

Sometimes 20 40%

Total 50 100%


Table 4.11 shows that 28% respondents look for nutrition value before buying

packaged fruit juice and 32% of respondents are not bothered about nutrition

value before buying packaged fruit juice and rest of 40% respondents

sometimes look for nutrition value. Therefore, majority of the respondents look

for nutrition value before buying packaged fruit juice.

Figure 4.11

Figure showing opinion of the respondents based on considering

“Nutrition value” before buying packaged fruit juice.


28%

32%

40% Yes

No

Sometimes

44

Table 4.12

Table showing opinion of the respondents based on their preference

in freshness of fruit juice.


Important 44 88%

Not so important 6 12%

Total 50 100%


Table 4.12 shows 88% of respondents says that freshness of fruit juice is

important and 12% says that freshness of fruit juice is not so important.

Therefore, majority of the respondents considers freshness of fruit juice is

important.

Figure 4.12

Figure showing opinion of the respondents based on their preference

in freshness of fruit juice


88%

12%

Important

Not so important

45

Table 4.13

Table showing classification of the respondents based on consuming

Fruit juice without the influence of advertisement.


respondents

Percentage

Yes 31 62%

No 19 38%

Total 50 100%


Table 4.13 shows 62% of the respondents consume fruit juice without

observing advertisement and rest of 38% of respondents consumes fruit juice

after observing advertisement. Therefore, majority of the respondents consume

fruit juice without observing advertisement.

Figure 4.13

Figure showing classification of the respondents based on consuming

Fruit juice without observing advertisement.


62 %

38 %

Yes No

46

Table 4.14

Table showing opinions of respondents based on disposal of waste


respondents

Percentage

Yes 39 78%

No 11 22%

Total 50 100%


Table 4.14 shows 78% of the respondents dispose waste properly after

consuming. 22% of the respondents do not dispose waste properly after

consuming. Therefore majority of the respondents dispose waste properly.

Figure 4.14

Figure showing opinions of the respondents based on disposal of

waste after consumption.


78%

22%

Yes

No

47

Table 4.15

Table showing opinion of the respondents based on the addiction of

drinking packaged fruit juice


respondents

Percentage

Yes 15 30%

No 35 70%

Total 50 100%


Table 4.15 shows 30% of respondents are addicted to drinking fruit juice. 70%

of the respondents do not have addiction towards drinking fruit juice. Therefore

majority of the respondents do not have addiction.

Figure 4.15

Figure showing opinion of the respondents based on addiction of

drinking packaged fruit juice


30%

70%

Yes

No

48

Table 4.16

Showing the opinion of the respondents based on the flavour they

prefer

Particulars Respondents Percentage

Apple 10 20%

Mango 24 48%

Guava 6 12%

Orange 9 18%

Grapes 1 2%

Total 50 100%

(Source: Primary Data)

Table 4.16 shows 20% of the respondents prefer apple, 48% of the respondents

prefer mango, 12% of the respondents prefer guava, 18% of the respondents

prefer orange and 2% prefer grapes. Therefore majority of the respondents

prefer mango flavour.

Figure 4.16

Figure showing opinion of the respondents based on the flavour they

prefer.


20%

48%

12%

18%

2%

Apple

Mango

Guava

Orange

Grapes

49

Table 4.17

Showing the opinions of the respondents on drinking too much fruit

juice will cause health problems

Particulars Respondents Percentage

Yes 37 74%

No 13 26%

Total 50 100%


Table 4.17 shows that 74% of the respondents think that drinking too much

fruit juice cause health problems and 26% of respondents do not think.

Therefore majority of the respondents think that drinking too much fruit juice

cause health problems.

Figure 4.17

Figure showing opinion of respondents on drinking too much fruit

juice will cause health problems


74%

26%

Yes

No

50

Table 4.18

Table showing opinion of the respondents on satisfaction of fruit

juice based on different factors.

HS- Highly Satisfied, S- Satisfied, N – Neutral, D – Dissatisfied, HD – Highly

Dissatisfied

Factors HS S N D HD Total

Flavour 44% 44% 10% - 2% 100%

Colour 12% 50% 28% 2% 8% 100%

Price 14% 46% 32% 4% 4% 100%

Company Brand 18% 56% 24% - 2% 100%

Packaging 16% 54% 26% - 4% 100%

Manufacturing

and expiry date

24% 34% 28% 12% 2% 100%

Quantity 24% 34% 28% 8% 6% 100%


Table 4.18 shows that 44% of the respondents say that they are highly satisfied

with flavour of fruit juice. 50% of the respondents are satisfied with colour of

fruit juice. 46% of the respondents say that they satisfied with price of fruit

juice. 56% of the respondents agree that they satisfied with company brand of

fruit juice. 54% of the respondents agree that they satisfied with packaging of

fruit juice. 34% of the respondents are satisfied with manufacturing and expiry

date of fruit juice. 34% of the respondents are satisfied with quantity of fruit

juice.

51

CHAPTER : 5

FINDINGS, SUGGESTIONS AND CONCLUSIONS

52

5.1 Findings

The following important findings are recorded.

• In this study majority of the respondents are male.

• In this study most of the respondents are of 20 years

• In this study majority of the respondents purchase fruit juice for their

own consumption.

• In this study majority of the respondents purchase fruit juice rarely.

• According to the study majority of the respondents purchase 250ml of

fruit juice.

• Majority of the respondents acquire knowledge about fruit juice from

Television.

• According to the study most of the respondents prefer Frooti brand.

• In this study majority of the respondents are loyal customers of the

brand they consume.

• Most of the respondents purchase fruit juice from Supermarket.

• Majority of the respondents spend less than Rs.50 for purchasing

packaged fruit juice on weekly basis.

• Most of the respondents sometimes look for nutrition value before

buying packaged fruit juice.

• Majority of the respondents prefer freshness of fruit juice.

• Most of the respondents consume fruit juice without observing

advertisement.

• Majority of the respondents dispose waste properly.

• Most of the respondents are not addicted to fruit juice.

• In this study most of the respondents prefer mango flavour.

• Most of the respondents think drinking too much fruit juice cause health

problems.

• According to the study most of the respondents are satisfied with flavour

of packaged fruit juice.

53

• In this study majority of the respondents are satisfied with the colour of

the packaged fruit juice.

• In this study majority of the respondents are satisfied with price of

packaged fruit juice.

• Majority of the respondents are satisfied with the company brand of the


• In this study majority of the respondents are satisfied with the packaging

of the packaged fruit juice they consume.

• In this study majority of the respondents are satisfied with the

manufacturing and expiry date of the packaged fruit they purchase.

• In this study majority of the respondents are satisfied with the quantity

of the packaged fruit juice the purchase.

54

5.2 Suggestions

• It is advisable if companies use innovative methods in the advertising area.

• Company must introduce different types of colours which increases

customer satisfaction to a large extend.

• It is advisable to give importance to nutrition value in the fruit juice.

• Making fresh fruit juices with natural things will help to increase the sales

of the product and it is very useful to the consumers.

• Reduction in the price will lead to increase the sales of the company.

• It is advisable if the companies take necessary steps to increase the quality

of grape flavour

55

5.3 Conclusion

The objective of the study is to analyze the consumer behavior with respect to

packaged fruit juices. Consumer buying behaviors is very important in the

industry because consumers will make many buying decisions every day. The

study is based on the consumer behaviour analysis which serves a great idea on

how respondents spend their available resources like, time money and effort

while purchasing packaged fruit juice.

In this study flavour, colour, price, company brand, packaging, quantity,

manufacturing expiry date are the major factors that affect consumer

perception. Most of the respondents prefer Frooti fruit juice. Mainly the

consumer get information about the fruit juice is from the TV. Most of the

respondents are satisfied with the flavour of fruit juice.

56

BIBLIOGRAPHY

57

BIBLIOGRAPHY

Journals

1. Shrey Agarwal (2020). A study on consumer perception and attitude

towards packaged fruit drinks.

2. Aline Bravim Santos, Sharlayne de Souza Bottoni (2017) .Study of

consumers of ready-to drink juices and fruit nectars.

3. Tatiana Bonilla (2010). Analysis of consumer preferences towards 100%

fruit juice packages and labels.

4. Dr. M Ceasar and Ms. Siva Sundari (2016). Consumer perception on fruit

drinks a field survey in Tirunelveli district, Tamilnadu.

5. Dr. Gurvishal Sinha (2018). Influencing parameters in purchase

behaviour for packed fruit juices are setting new millennium in Indian

markets.

6. Shuwen Yang (2014). How packaging of juice products influence

customer experience.

7. Dr. Vanitha Esaimani (2019). A study on impact of consumers preference

and consumers buying behaviour towards soft drinks with special

reference to youth.

8. Pooja Boga, Tejaswini Sandeep Khanolkar (2015). Fresh fruit juice – a

study on consumer preference and demographic profiling.

9. Abhay Goyal (2019). Enhancing consumer preference towards healthy

drinks.

10. Thakor Anikumar (2016). Impact of packaging on consumer buying

behaviour.

Books

PRODUCTS MARKETING, 24(6), 75-76

Websites

https://en.wikipedia.org/wiki/Maaza

https://en.wikipedia.org/wiki/Frooti

https://en.wikipedia.org/wiki/Maaza

https://en.wikipedia.org/wiki/Frooti

58

ANNEXURE

59

QUESTIONNAIRE

A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS

PACKED FRUIT JUICE WITH REFERENCE TO STUDENTS OF

CHRIST COLLEGE IRINJHALAKUDA

I am Alex Antony George, III DC B.com student in the UG department of

Commerce; Christ College Irinjhalakuda. As a part of my academics I am

conducting a study on consumer buying behaviour towards packed fruit juice

with reference to students of Christ College Irinjhalakuda. I request you to

spend some of your valuable time and fill in the questionnaire. I assure you that

the data provided will be highly confidential and used for academic purpose

only.

Thanking you.

1. Name:

2. Age:

17 18 19 20 21

3. Gender:

Male Female

4. For whom do you buy fruit juice

For yourself Family

Children Friends

5. How often do you purchase fruit juice

1 to 3 times a week 4 to 6 times a week

Rarely

6. Quantity you used to buy

60

250 ml 500ml

700 ml 1L

7. Which of the following factors affect your purchase?

Television Radio Newspaper

Social media Other

8. Preferred brand of fruit juice

Real Mazza Frooti

Jumpin Slice Other

9. Loyalty towards above mentioned brands

Yes No

10. Place of buying

Grocery store Super Market Hyper Market

Restaurant Other

11. Amount spend for fruit juice on weekly basis

Less than 50 50-100

100-500 More than 500

12. Do you consider nutrition value while buying fruit juice?

Yes No Sometimes

13. Your Preference in freshness of juice

Important Not so Important

14. Do you buy fruit juice without influence of advertisement?

Yes No

61

15. Do you dispose the waste properly?

Yes No

16. Does drinking fruit juice cause addiction?

Yes No

17. If your preferred product is not available for purchase then what will you

do

Postpone purchase Switch over to other product

18. Which flavor do you prefer?

Apple Mango Guava Orange

19. Do you think drinking too much fruit juice will cause you health problems?

Yes No

20. Your opinion on satisfaction of fruit juice based on different factors

Put ‘v’ mark for your opinion as per your choice

(Highly satisfied, Satisfied, Neutral, Dissatisfied, Highly Dissatisfied)

Factors HS S N D HD

Flavour

Price

Company

brand

Packaging

Manufacturing

& expiry date

Quantity

62

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