FRUITZONE INDIA

LIMITED (A):
DESIGNING THE Submitted by Group 7

RESEARCH
QUESTIONS
 Parent Company – Gypsy Inc.

Global Leader in beverage industry

ABOUT THE Juices sold under the brand name Tropiviva

COMPANY
Future plans to enter different variants like
sugarcane

Entrusted IMI for research about customer

preferences
 MARKET RESEARCH OBJECTIVES
AND DECISIONS TO BE TAKEN

Business Problem Market Research Problem Research Questions

• Should FIL launch the sugarcane juice ? • Demand for the sugarcane juice in the • Target segment for the sugarcane juice
market

• If so, what should be the marketing mix • Packaging preference of the product
for the product ? • Willingness for the product

• Price expectations
• What should be the target segment for the
product ?
• Taste variants expected by the customers

• Are the customers willing to buy packed

sugarcane juices ?
MARKET RESEARCH Projective Techniques
• Word Association
TECHNIQUES • Sentence Completion
 WORD ASSOCIATION
Respondents are asked to
Brand
Fruit come up with a word after
Healthy Drink
Sugarcane hearing a word from the
Tasty Juice
Fresh Test Words

Test Words
WORD ASSOCIATION RESPONSES
 SENTENCE COMPLETION

I think sugarcane juice Respondents are asked

When I want a is good because
healthy drink, I buy
to come up with a word
Juice should be on hearing the sentence
Packed juice is drunk by
A person who drinks
juice is Quality juice can be
You prefer drinking
juice to eating fruit bought at
because

Sentences
 SENTENCE COMPLETION RESPONSES
Research Question Popular Responses

A person who drinks juice is • Health conscious

• Healthy
When I want a healthy drink, I buy • Fresh fruit juice
• Buy apple or orange juice
You prefer drinking juice to eating fruit because • Convenience
• People prefer fruit
• Tasty, easier or easier to carry
I think sugarcane juice is good because • Tasty
• Refreshing, hydrating, natural
Packed juice is • Healthy
• Not natural
• Hygienic
Quality juice can be bought at • Fruit stalls
• Kiosks
• Retail or modern outlets
Juice should be drunk by • Everyone
• Non diabetic
STEPS IN DESIGNING THE QUESTIONNAIRE

Screening and Respondent

Step 1 Age Profession Education
Basic Details like

In the first part, get

In the next part, get In the final part, get
answers of pre- conceived
Step 2 Design the Questionnaire notions about juices and answers about past answers about the
preferences and preferred objective of the market
packaged juices from
respondents brands or juices research
THANK YOU