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ON
CONSUMER DECISION
ANALYSIS
FOR
PURCHASE OF FRUIT
DRINKS
Executive summary
• This project aims to find out the various
factors influencing the consumer
decision while makinga purchase of a
fruit drink in the age group of 19-30 in
the city of lucknow.
• we will also try to identify the most
preferred shopping channel of
beverages for a consumer.
•
Introduction
• The beverage market in India is
worth 2074.67 Million INR.
• The major portion of the market is
still dominated by the carbonated
soft drinks there is major shift
towards the Juice segment.
• There was a growth of 31.52% in the
Juice segment from 2007 to 2008.
Data collection methods
• a) Secondary Research
• b) Survey Research
·
• Factor 3: Convenience
Range of flavors
Availability
CONT….
•
• Factor 4: Product Feature
price
flavor
• Factor 5: Package Design
Visual Packaging
•
CONT…
• There was a significant correlation between brand
Real and the following reasons for
drinking :
Health
Enjoyment
Attitude
• There was a significant correlation between brand
Frooti and the following reasons for drinking:
Taste
Mental lift
•
CONT..
• There was a significant correlation between
brand Pulpy Orange and the following
reasons for drinking :Attitude
•
• There was a no correlation between brand
Slice and the various reasons for drinking.
•
• There was a significant correlation between
brand Twister and the following reasons
for drinking: Taste and mental lift
CONCLUSION
• With the help of correlation we was able to
identify the attributes that consumers
associate with the various fruit drinks and
which in turn drive their purchase decision
for the same
• Tropicana is associated with health and
enjoyment whereas Appy is associated
with socialising. These reflect the
perceptions of the various fruit drinks in the
mind of the consumers
CONT…
• On the other hand there is no impact of
gender on purchasing frequency for fruit
drinks.
• There is a high association between the
channels preferred and the factors
affecting these channels. The most
important factor came out to be location
or nearness of the channel.
•
CONT…
• we found out that the most preferred
channel for purchase in retail stores.
The most preferred SKU is 200ml packs
which could be due to convenience.
•
• The most preferred drink is Frooti followed
by Tropicana and Real.
•
THANK YOU