A STUDY ON CONSUMERS BUYING HABITS TOWARDS HEALTH FOOD
DRINK PRODUCTS IN SALEM DISTRICT TAMILNADU
Mr. P. ARUN
Bharathiar School of Management and Entrepreneur Development Bharathiar University, Coimbatore, Tamilnadu, India
E- Mail: [email protected]
In India Consumers behavior towards purchase of food drink products like beverage are changing due to economic and personal factors. Once if we compare last five years the prices of beverage products, it could be noted that there is an increase. The major reasons for the increase in the sales of food drinks are due to the increased consumption level among the customers. On an average an individual would consume these products two to three times in a day. Moreover, the prices were also designed in such a manner by the manufacturers making it possible so that every consumer from different segment based on their demographic and geographical patterns could be able to make the purchase. In effect it influences the consumers at large to opt for non-branded and cheap products that are available in the marketplace. This work was undertaken with an object to identify the pattern of purchase by the consumers, factors that dominate and influence the consumers to purchase the products and lastly the impact of demographic factors on the purchase of health food drinks consumption in the study area. The study clearly shows that demographic factors like gender, place of purchase are largely influence the consumers while they purchase beverage products in the shops. Clanging consumerism is the biggest factor that plays a major role as for as consumers purchase behavior is concern.
Health Food and Soft Drinks, Demographic Factors, Purchase, Beverages, Consumer Behaviour, Corporate, Leverage, Consumerism, Consumption.
Changing consumer behaviour is the
biggest challenge for any corporate
beverage companies especially for
companies like Tata, ITC etc. This is
mainly due factors that influence the
consumers while purchasing beverage
products. For instance, factors such as
offers, discount etc., often increase the
purchase. Health food drink products
like beverages (hot and cold) are major
items that consumer purchase as they
consume beverage products not less
than two to three times a day.
demographic factors like Gender, Age,
Educational Status, Marital Status,
Occupation, Domicile, and Shopping
Destinations often influence consumers
while purchasing health food drink
SCOPE OF THE STUDY
The study aims to find the customer
preferences towards health food drink
products. It has been carried out for
period of 2 months focusing all type of
consumers. It was restricted to
information regarding the demographic
profile of the consumers and questions
regarding four P’s of marketing tools.
OBJECTIVES OF RESEARCH
To understand the overall purchase
pattern of the beverages by the
To identify the level of influence
various factor dominate the
To have an insight about prepurchase behavior of consumers.
To understand the impact of
demographic factors of consumers
upon purchase beverage products.
A Research design is process of
collection and analysis of data in a
manner that aims to combine relevance
to the research purpose with economic
aspect involved in mind. A Research is
purely and simply the framework and a
plan for the study that guides the
collection and analysis of data. It is a
blue print followed in completing a
study which contains the steps as:
Research is an art of scientific
Research is a process of systemic
Research is a search of knowledge.
Research is an area of investigation
which includes collection, analysis
and interpretation of data.
Research has to proceed systematically
in the already planned direction with
the help of a number of steps in
...my opinion O'Doul's positioning strategy is very good for all beer company around the world and Anheuser-Busch Cos Inc itself. They can distinctive big idea in mind of the target market at the right time and place.
The company focuses on customer's need and wants, at the same time give the priority to legal constraint. In this case customer's or beer drinker's need to drink beer for it taste, join the fun, apart of heritage and culture. At the same time beer drinker want to avoid the cost associated with overindulge. Anheuser-Busch Cos Inc produce O'Doul's not to replace the alcoholic beer with nonalcoholic beer, their just want to do application and user positioning for company to give focuses and satisfy customer with their drinking dilemma. It show's that company also care about the legal constraint.
Their also make attribute positioning, with Anheuser-Busch Cos Inc promotes O'Doul's with its highly successful Budweiser brand. This image from a best beer producer occupy as a unique place in mind of nonalcoholic beer drinker's as positioning bases to the mind of prospect such as "What beer drinkers drink when they're not drinking beer".
Their positioning strategy look successful because O'Doul's market shares growth positively and closing the gap in second place in nonalcoholic beer share market.
Yes, it wise to give the flat market with overall beer industry because, it shows that Anheuser-Busch Cos Inc. (Company also...
...or The Marketing Plan for the Health Pure Fruits Drinks
Pepsi, as one of the most successful drinks brands, has more than 100 years’ history since it established. At the beginning of Pepsi, it was made by a pharmacist to treat stomach illness in 1898. Nowadays, PepsiCo is an international corporation within more than One hundred and forty thousand employees around two hundreds countries. During the evolution of Pepsi, it insisted consistently on its marketing position which concentrates on the youth market. As a coordination of the target market, Pepsi had to permeate fresh element into the production continually to attract younger customers’ attention. Instead of increased the production of traditional product, PepsiCo has created several business in other domains. The branches of PepsiCo are close to one hundred companies, which include fast-food restaurants, Pepsi Drink Company, Transport Company and Sports goods Company. In face of the threat and challenge by the competitor such as Coca-Cola, Pepsi had to expand the product category in its drink production. As yet, Pepsi has its carbonated beverage series, Tropicana pure premium, and instant tea series. During the fierce market competition, Pepsi regarded its advertisement as the key to win. As a spread of the company brand concept, Pepsi chosen football and music field to be its brand foundation and the culture carrier of enterprise....
...marketing plan for a new non alcoholic drink
A business actually need a plan to develop, especially to a new product is particular important that is pivotal step in developing future marketing. A new non alcoholic drink which named Supa-F (super-fit) is targeting the junior high school or a subgroup market, let us suppose that the new coming juice which is 20% made of vegetables and 10% made of fruits and 70% water. The vegetable contains cabbage, carrot, Apium graveolens and tomato. The fruit contains apple and orange. The reasons why we decide to make the Supa-F (super-fit) are because
1. The young people group in Australia are known that didn’t eat enough vegetables and fruit
2. The young people group in Australia didn’t pay attention to their health very much.
3. They always have fast food and BBQ stuffs which can’t be assimilated easily.
4. There’re not many firms produce the same product.
Thus, we choose to produce theSupa-F.
* Strength analysis is an internal factor to business. Below are the strengths of our product Supa-F.
1. As we know, it’s a new and creative product to market. So it will attract more buyers because of people is curious about it and have not tries it before. Hopefully it will cause encourage sales.
2. There are not many drinks like our Super-F so it’s not real competitor in the market. We are really first enter to seize the market share. When our...
...Functional Drinks - Reassessing future potential,
determining consumer targets, and delivering credible
Released On 18th September 2014
Functional Drinks - Reassessing future potential, determining consumer targets, and
delivering credible products provides a comprehensive overview of the functional
drink landscape, analyzing the regulatory and consumer drivers to identify the best
opportunities and strategies. The report identifies the primary need states that are
driving consumption in five beverage categories - carbonated drinks, fruit juice, dairy
drinks, bottled water, and tea and coffee - as well as identifying how beverage needs
differ by age and gender. The global regulatory environment is examined and key
hubs for innovation are highlighted. The report investigates the opportunities that
the functional drinks market provides for beverage manufacturers as well as the
challenges that diversification into functional beverages presents. Finally, the report
JSB Market Research Pvt. Ltd.
Email ID- [email protected]
Tel No- 91 2241236650 / +91 - 998 729 5242
Published by- http:/jsbmarketresearch.com/
offers recommendations on how to position functional beverages to consumers and
the latest hot ingredients and packaging initiatives to implement.
Growth in the global soft drinks market is being driven...
...Redbull Energy Drink - Presentation Transcript
1. It Gives You Wiings
* Executive Summary
* SWOT Analysis
* Promotion Opportunity Analysis
* Corporate Strategies
* Integrated Marketing Communications Management
* Media Plan
* Evaluation & Control
3. Executive Summary
* Red Bull can be called as a pioneer in the energy drink category worldwide. In India too, Red Bull was the brand that created the energy drink category.
* The brand came into existence in 1984.
* The brand came to India in 2003. Although the brand has been keeping a low profile compared to the Cola majors, Red Bull has created a category of energy drinks in the Indian market.
* According to Economic Times ( 30.05.08) the energy drink market in India is estimated to be around 100 crores.
* The market now has two main players Red Bull and Power Horse.
* RB has an assessed market share of 29% of the global market of energy Drinks.
* In the U.S., Red Bull enjoys a 47% share of the energy drink market, and now has a 50% share of the German energy drink market.
5. SWOT Analysis
* Market leadership- Within the energy drinks market Red Bull is the industry leader throughout...
...1.0 Company description
1.1 Brief History and Present State
Eclipse Chill Drinks introduced itself in 2012 as a roadside juice selling endeavor in Dhanmondi, Dhaka. Initially we had two outlets with no any administrative office and all the administrative activities were conducted over the communication via phone and social media. Gradually, we expanded our business throughout the Dhaka City establishing as a private limited company and today we have 200 mobile retail outlets serving raw fruit juice and drinks, mainly sugarcane juice and lemon soda, to the mass pedestrians of the city. Eclipse Chill has also settled in a corporate office situated at 23/4, Dhanmondi 4/A, Dhaka-1215. We also have a small storage house, at Ashulia, Savar, Dhaka, for keeping inventories and machineries.
The company is now at the initial stage of transition with the plan to produce and sell canned beverages to the confectionary and super stores with the new name Eclipse Chill Beverage Ltd. Our conducted feasibility analysis reveals a huge demand for our current product at home or other convenient places with currently not reflecting due to lack of health and hygiene concerns of roadside food products. Our research and development group has come up with the country’s first canned sugarcane juice drink that is viable to create buzz in the market. We will set up a big manufacturing plant in Gazipur where beverages will be produced and...
...the best way to get an idea of what attributes are considered salient for the product. Otherwise, if you just pick attributes at random, then you may have trouble in the later stages of the project, particularly in the part relating to the recommendations you need to make to managers.
Second, construct scales to measure (a) beliefs (bi) about the brand under study and one key competitive brand; and (b) consumers’ evaluations of each attribute (ei). Your questionnaire should include 5 specific attributes (e.g., try to avoid broad terms like 'quality'), selected on the basis of your depth interviews (attributes that are frequently mentioned by your respondents). Since there are two brands altogether (e.g., two different brands of soft drinks), you need (a) 10 items to measure bi (these items are brand specific); and (b) 5 items to measure ei (these items are not brand specific).
Important: When choosing the main brand (that is, the brand you are consulting for), do not choose the market leader – it’s hard for you to “improve” the position of a market leader. One good option is to select two brands that are both doing well (e.g., Pepsi vs Coke); and pick one as “your” brand, and the other one as the “competing” brand.
You need a total of about 20 respondents for your questionnaire.
Overall, your questionnaire should look as professional as possible. A copy of your questionnaire and raw data should be included in your report.
Finally, you have...
...around with your head. The Irish have an excellent sense of humor, and if you spend much time around them, you’ll discover it for yourself.
These are just some of the funny Irish words and phrases you can pick up if you keep your ear to the ground.
Have a Drink!
Beer is the Irish drink of choice, and they brew it very well. But don’t overindulge, or the bar patrons might think you’re “fluthered.” That’s when you can’t keep your butt on your bar stool.
Want a pint of great beer? Don’t ask for a glass. Tell the bartender you’re in the market for a pint of “plain.” That’s the local Guinness beer of which the Irish are so fond.
If you’d rather have a shot of vodka, try asking for a “naggin.” That’s how the Irishmen ask for their drink.
A night on the town, with a substantial measure of bar hopping, is known as being “out on a tear.”
If you’re really sloshed, you’re “locked” or “langered.” If you’re under the table, the locals will say you’re “ossified,” “paralytic,” or “plastered” (the latter word being one that’s common in American lingo.)
And if you’re drinking outside, that’s simply not done. It’s known as “knacker drinking,” and it’s not a compliment.
Sometimes it’s best to forego the booze, and have a “mineral” (a soft drink.) Your head will thank you tomorrow.
it’s not surprising the Irish have a huge variety of words from which to choose to colorfully describe alcoholic overindulgence!
Other Funny Irish...