CHAPTER 1

INTRODUCTION

6
 EXECUTIVE SUMMARY

Soft Drinks were common preference among all the individuals before juices were being
introduced,

With the changing lifestyle and income levels, people are shifting their consumption patterns and
have therefore become more health conscious thus leading to increase in demand of juices.

Market Research is based on some underlying parameters like:

 Changing consumption pattern
 Health factor
 Status consciousness
 Varying lifestyle

The basic subject matter of the research, comparative analysis of Soft Drinks and Juices is focused
to study the mind/taste of different age group of people.
The study starts with determining the major players in the soft drinks and the juices market, their
overall consumption pattern among the people and ends up with the conclusion as per the state of
mind of the average rational human being.

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BEVERAGE

What is beverage?
A drink, or beverage, is a liquid specifically prepared for human consumption. In addition to basic
needs, beverages form part of the culture of human society.
or
any liquid suitable for drinking; "may I take your beverage order?"
or
A liquid to consume, usually excluding water; a drink. This may include tea, coffee, liquor, beer,
milk, or soft drinks

Types of beverage
The various types of beverage are:
 Alcoholic beverages
 Non-Alcohol beverages
 Soft drinks
 Fruit juice
 Hot beverages
 Other

1. Alcoholic beverages
An alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although
in chemistry the definition of an alcohol includes many other compounds. Alcoholic beverages,
such as wine, beer, and liquor have been part of human culture and development for 8,000 years.

2. Non-alcohol beverages

Non-alcoholic beverages are drinks that would normally contain alcohol, such as beer and wine but
are made with less than .5 percent alcohol by volume. The category includes drinks that have
undergone an alcohol removal process such as non-alcoholic beers and de-alcohol zed wines.

8
Non-alcoholic variants:
 Low alcohol beer
 Non-alcoholic wine
 Sparkling cider

3. Soft drinks

The name "soft drink" specifies a lack of alcohol by way of contrast to the term "hard drink" and
the term "drink", the latter of which is nominally neutral but often carries connotations of alcoholic
content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit are among the
most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol,
and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally
available in versions sweetened with sugars or with non-caloric sweeteners.

4. Fruit juice
Juice is a liquid naturally contained in fruit or vegetable tissue. Juice is prepared by mechanically
squeezing or macerating fresh fruits or vegetables without the application of heat or solvents. For
example,orange juice is the liquid extract of the fruit of the orange tree. Juice may be prepared in
the home from fresh fruits and vegetables using variety of hand or electric juicers. Many
commercial juices are filtered to remove fiber or pulp, but high pulp fresh orange juice is a popular
beverage. Juice may be marketed inconcentrate form, sometimes frozen, requiring the user to
add water to reconstitute the liquid back to its "original state"

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5.Hot beverages
Hot beverages, including infusions. Sometimes drunk chilled.

 Coffee-based beverages
 Cappuccino
 Coffee
 Espresso
 Café au lait
 Frappé
 Flavored coffees (mocha etc.)
 Latte
 Hot chocolate
 Hot cider
 Mulled cider
 Tea-based beverages
 Flavored teas (chai etc.)
 Green tea
 Pearl milk tea
 Tea
 Herbal teas
 Yerba Mate
 Roasted grain beverages
 Sanka

6.Other

Some substances may either be called food or drink, and accordingly be eaten with a spoon or
drunk, depending on solid ingredients in it and on how thick it is, and on preference:
 Soup
 Yogurt
 OVERVIEW OF THE INDUSTRY

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The beverage market is worth $55 billion worldwide.

The tides are turning for many beverage categories. While the carbonated soft drink and beer
categories are merely treading water with flat sales, the energy drink category is surging ahead like
never before. Bottled water, ready-to-drink coffee, ready-to-drink tea and sports drinks follow close
behind with substantial sales increase- drinks without added sugar, no beer, along with
developments in juice drinks and dairy-based drinks, are helping to turn around sales in these
categories. What follows is a category-by-category look at the state of the beverage industry,
including the top brands, new products, innovations and future trendsetters.

In order to be successful in the marketplace, one has to think in terms of health innovation, flavor
innovation, ingredient innovation and specific age groups. These are the factors that will shape the
future of the beverage industry.

“Today’s consumers are concerned with overall health and wellness. As a result, there is significant
impact on food and beverage purchases. Many studies have shown that consumers are as concerned
with good health as they are about maintaining a high quality of life.”

Do you know what type of new beverage consumers are most likely to try? Do you know where
they are most likely to pick those products up? Do you know why?

Beverage Industry wanted to know the answers to these questions and to delve deeper into the
ever-increasing number of new product launches in the beverage market. “The soft drink industry
is training people to seek out new products, even the big guys are coming out with limited-edition
flavors, and consumers are beginning to see that there is more flavor activity going on in the
category. Whether that really nets anybody any sales gains is another thing, but it is teaching
consumers to seek out and try new products. It’s also trying to create some excitement there.”

11
In spite of several challenges and restrictions faced by this industry, it is a ‘roll’ like never before.
Customer preferences may have shifted, but they are still always on the look out for a can of ‘coke’
or a new ‘flavored’ drink to quench their thirst.

INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 65.6 billion, including $20.6 billion of
value added products. Of this, the health beverage industry is valued at $230 million; bread and
biscuits at $1.7 billion; chocolates at $73 million and ice
creams at $188 million.
The size of the semi-processed/ready-to-eat food segment is over $1.1 billion. Large biscuits &
confectionery units, Soya processing units and starch/glucose/sorbitol producing units have also
come up, catering to domestic and international markets.
The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks.
The Indian beverage industry faces over supply in segments like coffee and tea. However, more
than half of this is available in unpacked or loose form. Indian hot beverage market is a tea
dominant market. Consumers in different parts of the country have heterogeneous tastes. Dust tea
is popular in southern India, while loose tea in preferred in western India. The urban-rural split of
the tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The size of the
total packaged coffee market is 19,600 tones or $87 million. The total soft drink (carbonated
beverages and juices) market is estimated at 284 million crates a year or $1 billion. The market is
highly seasonal in nature with consumption varying from 25 million crates per month during peak
season to 15 million during off-season. The market is predominantly urban with 25 per cent
contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market. Mineral
water market in India is a 65 million crates ($50 million)
industry. On an average, the monthly consumption is estimated at 4.9 million crates, which
increases to 5.2 million during peak season.

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13
RECENT ISSUES

1. Xtazy, another energy drink for the Indian market

The Indian market for energy drinks was estimated recently to have a size of Rs 500 crore, about
90 million Euros. The market which is so far dominated by Red Bull, is attracting various new
players which want to get a share in a growing business.

One of the aspirants is Xtazy, an energy drink from the US. “Xtazy is the forth largest energy
drink inthe US”, says Rohan Malhotra, Managing Director of R. M. Indian Liquor Pvt. Ltd., the
exclusive importer for Xtazy. Malhotra has launched Xtazy already in Eastern India, and was
looking now for a distributor in the Delhi area, when FII spoke to him during IFE fair in Delhi
recently.

In order to take on Red Bull and get a share of 20% from their business, Malhotra wants to
offer better conditions to distributors. “We provide a margin of 6-8% to a distributor, who thus can
earn about Rs 6 a can”, Malhotra says. “ This is more than what Red Bull offers which is only
about 2 – 3 Rs per can.” Xtazy is available in cans of 350 ml, thus more than the usual 250 ml of
other energy drinks, and will be priced with a MRP of Rs 85. Four variants are offered, Cranberry
Blast, Sugar Free Passion Fruit-Pineapple, Orange Blast and Lime Blast.

Malhotra has planned several marketing measures to promote Xtazy, like PoS actions, coupons
and direct marketing in a first round, and night parties in a second round. In marketing
communication, he is highlighting not only the variants, but also health effects as the USPs of
Xtazy, which are derived from ancient herbs used in the drink like gingko and guarana. The extract
of gingko biloba leaf has been shown to dilate blood vessels and has the ability to increase
peripheral blood circulation, especially to the brain, the company writes in a leaflet. Guarana from
Brasil would serve to promote weight loss by increasing the metabolic rate and reducing the
appetite.
Besides the US, Malhotra says, Xtazy would be marketed also in Israel, Ukraine and in Turkey
and would soon be launched in China.

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2. Australia-based "Aromas" launches first coffee store in India.
Australia-based "Aromas," one of the leading coffee chain shops, launched its first café outlet in
India at Hiranandani, Powai, and Mumbai. The company also tied up with Ideal Hospitality Private
Ltd (IHPL), which would own the brand in the country and south-east Asia.

Jayant Mahiskar, chairman and MD, IHPL, said, "Aromas is being launched keeping in mind the
true coffee connoisseurs. We aim at targeting the youth and corporate at our outlets and Powai with
a mix of residential and office complexes was a natural choice. The coffee has been created from
selection of the original beans and blended to suit all tastes. Aromas ensures freshness and fullness
of flavor." According to the agreement with Aromas, IHPL will pay about 1.5% of the gross
revenue earned.

Further, the company has decided to invest about Rs. 50-75 crore in the next three years to expand
its footprint with 99 outlets in India.

3. China rejects Coke bid to take-over major juice maker

China has rejected Coca-Cola's $2.5 billion bid to buy a major Chinese juice maker. The purchase
of Huiyuan Juice Group Ltd would have been the biggest foreign acquisition of a Chinese company
to date. The proposed purchase was rejected on anti-monopoly grounds, the Chinese commerce
ministry announced on its website.

Coca-Cola's bid in September prompted an outcry by nationalists who urged the government to bar
foreigners from acquiring one of China's most successful homegrown brands. Rival juice producers
warned that the acquisition would give Coca-Cola too dominant a position in China's beverage
market. A Coca-Cola spokesman in Hong Kong learned of the rejection of the sale had no
immediate comment. Huiyuan's founders and major shareholders already had endorsed the sale.

If Coke were to take over Huiyuan, it will dominate the soft drinks market in China, which not only
hurts consumers, but also other sector participants. Huiyuan controls more than a tenth of the
Chinese fruit and vegetable juice market that grew 15% last year to $2 billion. Coca-Cola has a
9.7% share and dominates in diluted juices.

15
According to analysts China's ruling on Coke could cut both ways in that Chinese firms that have
been making increasingly high profile acquisitions abroad may run into trouble of their own.

4. Pepsi's Slice kicks off the new season with 'Aamsutra'

PepsiCo's popular mango juice drink brand- Slice kicks off the 2009 season with it's new
'Aamsutra' concept.
According to Homi Battiwalla, business head, juice & juice drinks, PepsiCo India, Slice had seen
powerful consumer momentum post the re-launch of 2008. The new winning formulation has been
appreciated by consumers. Aamsutra has driven strong disruption in the juice and juice drink
category. All of this has made Slice the fastest growing mango drink brand in the country.
"South India is the lead market for mango drinks in the country. Andhra Pradesh is the biggest
mango market and also the fastest growing market for Slice and mango drinks in the country.
Tamil Nadu is amongst the top three states and Slice is the market-leader in Tamil Nadu," he added

Pepsi has now opted for a new brand ambassador, Katrina Kaif.

"The creative thought behind the new communication was to further enhance the Slice experience
into dimensions of pleasure, sensuality and indulgence. Last year's commercial was about
enumerating the principles of 'Aamsutra' or the art of experiencing pure mango pleasure with the
new Slice. This year, the commercial portrays the next level to bring alive the mango indulgence,
stated Hari Krishnan, Vice President, JWT.
The company has now opted for a 360 multimedia campaigns involving digital, print, radio, impact
outdoors and sampling in core markets.

5. Parle Agro launches lemon flavoured drink "LMN"

Parle Agro, one of the leading food & beverage companies in India, has launched a new fruit-based
lemon drink LMN in the non-carbonated segment. The new brand is a natural lemon juice drink
and the only brand in India with a taste closest to home made, fresh lime water (Nimbu pani).
According to the company, LMN will offer consumers a healthy, refreshing drink with the
goodness of vitamin C. Every summer, the Indian beverage market has seen cola majors battle it
out. This summer, the launch of LMN will see the cola wars taking a back seat and the battle
spilling over to the non-cola segment, to be more precise in the nimbu paani category. PepsiCo
16
India last week launched a nimbu pani drink, Nimbooz, under the 7Up brand

On the occasion of LMN's launch, Nadia Chauhan, joint managing director and CMO, Parle Agro,
said, "Nimbu pani has traditionally been India's most commonly consumed cold beverage. In fact
the idea of a branded lemon drink is so simple that you would wonder why nobody thought of it
earlier. The challenge for us was packaging a natural product while retaining its fresh, original taste
throughout its shelf life."

LMN will be available in 110 ml Tetra, 200 ml Tetra and 500 ml PET packs priced at Rs 5, Rs 10
and Rs 23 respectively. The company aims to touch a turnover of Rs 3000-3500 crore by 2011.
The company will target both (youth and adult) segments of consumers to turn them into branded
consumers of nimbu pani. Besides this LMN will also target an emerging segment of consumers
who are looking for a healthy and refreshing beverage in the country. "For the last 20 years, Parle
Agro has been the market leader in fruit based beverages, we have constantly worked keeping in
mind Indian preferences while formulating products that cater to the Indian palate. It is without any
doubt that only an Indian company can understand what real nimbu pani tastes like and what the
Indian consumer wants in a packaged offering," Chauhan added.
Further, the company claims that packaged nimbu pani will have tremendous growth potential,
higher than other packaged drinks mainly because of a major shift in consumer behavior. Today,
the beverage consumer is looking for hygiene, convenience, refreshing taste, affordability and year-
round availability. The name LMN is derived from the SMS version of the word lemon. Parle Agro
also owns other fruit drink brands like Frooti, Appy Fizz and packaged drinking water, Bailey.

6. PepsiCo launches 'Nimbooz,' packaged lemon juice with no fizz and artificial flavours

PepsiCo India has launched its packaged nimbu paani, Nimbooz, under its 7Up brand. The home-
made nimbu paani or lime juice has been specially created to suit Indian tastes.

The lemon juice, no fizz and artificial flavours, is available in trendy, convenient packs.

The drink offers great value to consumers in three packaging formats of 200 ml returnable glass
bottles (RGB), 350 ml PET and 200 ml Tetra attractively priced at Rs 10, Rs 15 and Rs 10,
17
respectively.
According to Ms Punita Lal, Executive Director- Marketing, PepsiCo India, Nimbooz, is specially
developed to suit Indian tastes and preferences.

"Nimbooz is an affordable offering for consumers on the go because of its ready-to-drink format
that is both convenient and hygienic. The proposition of the Indian refresher perfectly captures the
mass appeal of this product and will certainly drive consumer connect, stated Ms Alpana Titus,
Executive VP-Flavours, PepsiCo India.

PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360
degree marketing communication plan will revolve around building awareness through multi-city
launches and road shows, comprehensive 3D activation, leveraging Out-of-Home (OOH) media,
radio, press and outdoors. Aggressive trial generation and sampling initiatives will also be taken
forward across major cities of the country. A special 'Nimbooz Highway Gadi' has been created
that will visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails
and consumer education.

7. Coke launches fruit-flavoured Fanta Apple nationally

After successfully introducing it in southern markets last year, Coca-Cola India has launched its
fruit-flavoured soft drink 'Fanta Apple' nationally. The product is available in 200 ml and 300 ml
returnable glass bottles and also in 500 ml PET pack priced at Rs 8, Rs 10 and Rs 22 respectively.

During the Fanta Apple launch in October 2008, Venkatesh Kini, marketing vice-president, Coca-
Cola India, said that the company had planned to reach about 3.5 lakh customers with sample apple
flavoured drink to extend its market leadership in the fruit flavoured segment in Andhra Pradesh
and Tamil Nadu.

"As per consumer research, we have found that after orange, apple is the most preferred fruit in the
country and Fanta Apple has been developed specially for the Indian palate," Kini said on Monday.
According to experts, the nationwide launch of Fanta Apple is a part of the company's $250 million
business plan for the country.

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Fanta Apple is the second flavour after Fanta Orange under "Fanta" brand of the company. "We
have had an excellent response down south with a reused value to the drink and with the national
launch of Fanta Apple, we are stepping stones to extend Coca Cola India's market leadership in the
fruit-flavoured sparkling drink segment," Kini added. The company has also announced Bollywood
actress Genelia D'Souza as the new brand ambassador of the Fanta brand.

According to reports, the current expected Indian soft drink market is about Rs 6,000 crore, in
which the company shares about 50% market with its various brands like Coke, 7 Up, Fanta, Sprite
and Thums Up.

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STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS
Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi
and coca-cola dominating the market. The entire part of the drink is based on its artificial flavors
and sweetening agents as no natural juice is used.

MARKET

 Cola products account for nearly 61-62% of the total soft drinks market.
 Two global majors’ Pepsi and coke dominate the soft drink market.
 NCAER survey says 91% of soft drink in the country is in the lower, lower middle and
upper middle class people.
 The market is worth around Rs.5000 crores with growth rate of around 10-15%.
 The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340 bottles in
the U.S.
 The production as soft drinks has increased from 5670 million bottles in 1998-99 to 6230
million bottles in 1999-2000 industry source.
 Growth market this year is expected to be 10-15% in value terms and 20-22% in volume
terms.

However, the market for carbonated drinks is stagnating and not growing as expected.

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 MAJOR PLAYERS IN SOFT DRINKS SEGMENT

COCA COLA: thanda matlab coca cola!!!

Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now become
the flagship brand of largest manufacturer, distributor of non alcoholic beverages in the world.
In India, coca cola was the leading soft drink till 1977 when govt. policies necessitated its
departure. Coca cola has made its return to the country in 1993.and made significant investment to
ensure that the beverage is available to more and more people in remote as well as inaccessible
parts of the world.
Coca cola returned to India in 1993 and over the past ten years has captured the imagination of the
nation, building strong association with cricket, the thriving cinema industry, music etc. coca cola
has been very strongly associated with cricket, sponsoring the world cup in 1996.
In 2002, coca cola launched the campaign,”Thanda Matlab coca cola”. in 2003,coke was available
for just rs,5 crores in the country.

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FANTA : GHOONTH BHAR SHARARAT KAR LEY!!!

Fanta entered the Indian market in year 1996 under the coca cola brand .over the years, Fanta
has occupied a strong market place and is identified as “the fun catalyst”. Fanta stands for its
vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free
spirit thus encouraging one to indulge in the moment.

LIMCA: LIME AND LEMONI!!!

Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been
the original thirst choice, of millions of consumers for over three decades.
The brand has been displaying healthy volume growing year on year and limca continues to be
leading flavoring soft drinks in the country.
Dive into the zingy refreshment of limca and walk away a new person.

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SPIRITE: SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!!

World wide sprite ranked as no.4 soft drink and is sold in more than 190 countries In India, sprite
was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks,
leading clear lime category.
Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a straight
forward and honest attitude. Its clear crisp hingtaste encourages today’s youth to trust their
instincts, influence them to be true who they are and to obey their thirst.

THUMS UP: TASTE THE THUNDER!!!

Strong cola taste, exciting personality.

Thums up is a leading carbonated soft drink and most trusted brand in India. Originally introduced
in 1977, thums up was acquired by the coca cola company in 1993.
Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely masculine
attitude. This brand clearly seeks to separate the man from the boys.
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MAAZA: YAARI DOSTI TAAZA MAAZA!!!

Maaza was launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza currently
dominates the fruit drink category. Over the years, maaza has become synonymous with mango.
“Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam”.consumers regard maaza as
wholesome, natural, fun loving drink real experience of fruit.

The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit
to the moms rightly captured in tagline, “yaari dosti, and taaza maaza”.

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PEPSI: YEH DIL MAANGE MORE!!!

Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co. It is sold in
stores, restaurants and from vending machines. The drink was first made in the 1890’s in North
Carolina.
The brand was trademarked on June 16, 1903.There have been many Pepsi variants produced over
the years.

 Diet Pepsi
 Crystal Pepsi
 Pepsi twist
 Pepsi max
 Pepsi samba
 Pepsi blue
 Pepsi gold
 Pepsi holiday spice
 Pepsi jazz
 Pepsi x(available in Finland & brazil)
 Pepsi next(available in Japan & south Korea)

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STUDY OF GROWTH OF FRUIT DRINK MARKET

FRUIT JUICES

Branded fruit juice market in India holds an immense potential.

Usually confused and considered synonymous with non-aerated drinks, fruit pulps, juices and
squash are high sugar beverages, which are centrifuged and filtered to give a semi- clear
appearance.

In the past, this sector enjoyed an excise exemption, keeping cost at minimal. However the
withdrawal of exemption has inflated costs and can affect growth, with dramatic change possible
on reintroduction of excise exemption.

MARKET

 The organized fruit beverage market is estimated at Rs.500 crores market. (Nectars, drinks
and juices combined).
 The market has grown at a 20% to 25% rate.
 Of this, more expensive juices segment has grown at rate of 40%this year. It accounted for
only 15% of the fruit beverage 3 years back.
 In –home consumption of juices has gone up from 30%, three years back to 80%today.
 Mango based drinks account for two thirds of fruit drinks industry.

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MAJOR PLAYERS IN THE FRUIT DRINK SEGMENT

DABUR REAL

Dabur’s flagship brand real fruit juice is a market leader in packaged fruit juice category. Real was
launched in 1996 and the brand has carved a niche for itself by claiming to be the only fruit juice in
packaged form .i.e.100%preservative free.
Real, with market share of 57% comes in nine flavors:
 Orange
 Mango
 Pineapple
 Mix fruit
 Grape
 Guava
 Litchi
 Tomato
 Cranberry

Real Active is 100%fruit juice with no added sugar and is available in following variants:
 Orange
 Apple
 Orange- carrot

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GODREJ

The food division of godrej industry produces and market fruit drinks, fruit nectar and sofit
soymilk. Godrej’s brand JUMPIN comes in the following flavor:

 Mango
 Pineapple
 Apple
 Litchi
 Orange

Godrej’s x’s is a range of fruit nectar with more fruits. It’s available in following flavors:

 Orange
 Apple
 Grape

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PEPSI’S TROPICANA

Tropicana brand fruit juice enjoys a market share of 25% and has registered a double digit growth
and has outpaced the growth of fruit juice market in India. It is available in following flavors:

 Orange
 Apple
 Grape
 Cranberry

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LEH BERRY

It is a product from Ladakh Foods. Its first fruit juice in Delhi and it's selling it in the more affluent
parts of town. It enjoys a market share of 4% and is available in a variety of flavors:

 Pineapple
 Apple
 Mixed fruit
 Orange
 Blackcurrant
 Mango
 Guava

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PARLE’S FROOTI and APPY

Frooti was launched back in 1985 and enjoys market dominance with 85% of market share. Parle’s
Agro’s APPY, in 1996 had a market share of 5% in the fruit drink segment; in 2003 its new
variant-APPY FIZZ was launched.

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 OBJECTIVE OF THE STUDY

 To study the preferences of the people for soft drinks and fruit juices.

 To find out the factor(s) that influences the consumer’s consumption of soft drinks and fruit
juices.

 To test the know-how of the consumers regarding the various existing brands of soft drinks
and fruit juices.

 To explore the next best beverage after soft drinks and fruit juices.

 To find out how the beverage is positioned in the mind of the consumers.

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SCOPE OF THE STUDY

 This study is confined to the North West Delhi region covering areas of
Paschim Vihar, Pitam Pura, Rohini area, Punjabi Bagh.

 Seasonal drinks are not considered in the study.

 We are considering only canned juices.

 We are not considering water & alcoholic drinks.

PURPOSE OF THE STUDY

The main aim of this research study is to analyze the preference of people (of different age groups)
on consumption patterns of Soft Drinks and Fruit Juices.

33
Chapter-2
Review of literature

34
REVIEW OF LITERATURE

Fruit juice
The manufacture of juices from fruits and vegetables is as old (or older) than agriculture. In
simple words, juice is the extractable fluid contents of cells or tissues. It is defined as
fermentable but unfermented juice, intended for direct consumption, obtained by the
mechanical process from sound, ripe fruits, preserved exclusively by physical means. The
juice may be turbid or clear. The addition of sugars or acids can be permitted but must be
endorsed in the individual standard (Bates et al., 2001; ICMSF, 2005; Bevilacqua et al.,
2011).
Fruits and vegetables form a versatile and complex substance group category of
foods. The relevant substance groups are carbohydrates, acids, minerals, polyphenols
(tannins) including the colourful anthocyanins, water-soluble vitamins, amino acids, aroma
compounds, carotenoids, fibers and other bioactive substances. During processing, they are
essentially transferred into the pressed juice or into the puree (Bates et al., 2001).

Health benefits of fruit juices

Consumption of fruits and vegetables helps to prevent many degenerative diseases such as
cardiovascular problems and several cancers. Decades of research have found that fruits and
vegetables are crucial dietary components that can help to reduce the risk for numerous
chronic diseases which, in many cases, have been shown to be initiated by long term
inflammation. Fruit juices contain low sodium and high potassium which help in maintaining
normal blood pressure and absence of fat in fruit juices is beneficial for the cardiovascular
system. Many reports have revealed that fruit juices may play an important role in slowing
the progress of Alzheimer’s disease and development of cancer (Delichatsios and Welty,
2005; Matthews, 2006; Rico et al., 2007; Dai et al., 2006; Cutler
6 et al., 2008; Kyle et al.,
2009; Holt et al., 2009).

35
 pH of fruit juices
Fruit juices usually have low pH values that range between 2.0 and 4.5. Lime or lemons have
the lowest pH. The low pH of fruit juices is due to the presence of organic acids which varies
with the different type of juices (Table 2.1).

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Table 2.1. Typical pH values and the naturally occurring organic acids in fruit
juices*

Fruit juice pH range Major acid types

Apple 2.9-4.2 Malic , citric
Cherry 3.2-4.4 Malic , citric
Grape 2.9-4.5 Tartaric ,malic
Grapefruit 2.9-3.6 Citric
Kiwi 2.8-4.0 Citric, malic
Lemon 2.0-2.6 Citric
Lime 1.6-3.2 Citric
Mango 3.7-4.4 Citric , tartaric
Orange 3.0-4.3 Citric , malic
Pear 3.0-4.6 Malic, citric
Pineapple 3.1-4.0 Citric, malic
Raspberry 2.5-3.1 Citric
Strawberry 3.0-3.9 Citric
Tomato 3.9-4.5 Malic , citric
*Adapted from Lawlor et al., 2009

Spoilage
Food spoilage is defined as a change in the appearance, smell or taste of a food that makes it
unacceptable to the consumer (Aneja et al., 2008). Spoilage of fruit and vegetable juices is
primarily due to the proliferation of their natural acid tolerant and osmophillic microflora.
They contain high levels of sugar and possess ideal water activity for microbial growth; their
low pH (Table 2.1) makes them more susceptible to yeast and fungal spoilage because a big
7
part of bacterial contamination is eliminated due to the preference of bacteria to grow at
neutral pH (Worbo and Splittoesser, 2004; Patil et al., 2011; Bevilacqua et al., 2012).
Sources of contamination
Fruits and vegetables commonly used in juice processing are exposed to variety of potential
spoilage microorganisms during agricultural production, harvesting and transportation to fruit
sorting and juice extraction facilities. Most microorganisms that are initially observed on
37
whole fruit surfaces are soil inhabitants. Vectors for disseminating the microbes include soil
particles, airborne spores and irrigation water. Fruit and fruit juices are contaminated with
yeasts and moulds often from insect damage. Flavourings, water, processing machinery,
filling lines and other chemicals are all potential sources of microbial contamination
(Wareing and Davenport, 2005; Barth et al., 2009; Lawlor et al., 2009).
Spoilage microorganisms
Fresh fruit juices are more susceptible to spoilage because fluid contents are in touch with air
and microbes from the environment during the time of handling. Yeasts, heat sensitive
moulds and lactic acid bacteria are indicator for the quality of raw materials. Heat resistant
fungi and other spore forming bacteria such as Clostridium pasteurianum and Bacillus
coagulans are used as targets for fruit juice pasteurization processes (Tribst et al., 2009). The
various group of organisms involved in spoilage of various fruits, fruit products and fruit
juices are described here.
Yeasts
Yeasts predominate in the spoilage of acid fruit products because of high tolerance, frequent
ability to grow anaerobically and certain species are preservative resistance. More than 110
species of yeasts have been associated with foods; of which large proportion occur on fruits.
The presence of yeasts in fruit juices may result from failures in fruit juice pasteurization and
in sanitation practices. Pichia, Candida, Hansenula, Rhodotorula, Saccharomyces,
Torulopsis, Trichosporon and Zygossacharomyces, are some well known and important food
spoiling yeasts. Yeast species that cause spoilage in citrus fruits are Candida parapsilosis, C.
stellata, Saccharomyces cerevisiae, Torulaspora delbrueckii and Zygosaccharomyces rouxii
(Arias et al., 2002; ICMSF, 2005; Stratford, 2006; Tribst et al., 2009; Bevilacqua et al.,
2011; Vantarakis et al., 2011; Patil et al., 2011; Tyagi et al., 2013, 2014; Bukvicki et al.,
2014).
8
Tournas et al. (2006) also reported the presence of Rhodotorula rubra, C. sake,
Kloeckera apis and C. lambica being the most frequently encountered organism from apple,
carrot, grape, grapefruit and orange juices. Candida spp., Trichosporon mucoides, Kloeckera
sp., yeast-like fungus Cryptococcus neoformans were observed in freshly squeezed juices of
orange, lemon, grapefruit, and apple. Spoilage by yeasts in fruit juices is characterized by
formation of CO2 and alcohol. Yeasts may also produce turbidity, flocculation, pellicles, and

38
clumping. Yeasts also produced pectinesterases which degrade pectin causing spoilage,
organic acids, and acetaldehyde, which contribute for a “fermented flavor,” may also be
formed (Lawlor et al., 2009).
Yeasts resistant to preservatives
Resistance to preservatives is a great threat to the stability of fruit juices. Examples of yeasts
resistant to preservatives include Zygosaccharomyces bailli, Candida krusei, Saccharomyces
bisporus, Schizosaccharomyces pombe and Pichia membranarfaciens. Resistance to
preservatives has been attributed to the ability of cells to tolerate chronic intracellular pH
drops by phosphofructokinase enzyme. P. membranifaciens is resistant to heat, moderate
amount of salt, SO2, sorbic, benzoic and acetic acid hence it is considered as target
microorganism for optimization of thermal pasteurization of fruit juices (ICMSF, 2005;
Lenovich et al., 2006; Stratford, 2006; Bevilacqua et al., 2011; Tyagi et al., 2013, 2014).
Moulds
Mould spoilage in fruits and fruit juices is divided into two categories:-
1) Growth of mould due to poor hygiene within factory or field conditions.
2) Growth of heat resistant moulds within heat processed juices.
The former type can cause tainting, discoloration and other problems associated with gross
mould growth. The latter type can result in slow growth of the mould within the processed
product. Juice cloud loss occurs through the activity of pectin esterases. The dominant
moulds recorded in fruit juices belong to Penicillium sp., Cladosporium sp., Aspergillus
niger, A. fumigatus, Botrytis sp., Aureobasidium pullulans. Rhizopus and Mucor are also
associated with spoilage of fresh fruits and vegetables (ICMSF, 2005; Wareing and
Davenport, 2005; Tournas et al., 2006; Moss, 2008; Lawlar et al., 2009).
Aspergillus and Peniciliium were the dominant mould genera isolated from orange,
guava and banana juices freshly prepared from the respective fruits collected from the local
9
markets of Zagazig city, Sharkia Govenmorate, Egypt (Helal et al., 2006). Penicillium,
Fusarium and Geotrichum were reported in pasteurized grapefruit juice (Tournas et al.,
2006). Among these, some moulds produce mycotoxins which are of great threat to human
health. Major mycotoxins associated with fruit juices are byssochlamic acid (Byssochlamys
fulva, B.nivea), patulin (B. fulva, B. nivea, P. expansum), ochratoxin (Aspergillus
carbonarius) and citrinin (Penicillium expansum, P. citrinum) (Delage et al., 2003; Wareing

39
and Davenport, 2005). Presence of patulin in fruit juices is indicator of poor quality of fruits
used in processing of juices (Sylos et al., 1999).
Heat resistant fungi
Spoilage of pasteurized fruit juices is caused by heat resistant fungi. Principal heat resistant
moulds belong to Byssochlamys nivea, B. fulva, Neosartorya fischeri, Eupenicillium
brefeldianum and Talaromyces macrospores. These moulds survive commercial heat
pasteurization treatment, usually applied to fruits and fruit products, due to the presence of
heat resistant ascospores. Byssochlamys spp. are historically most widely encountered
moulds causing spoilage of heat processed fruits (ICMSF, 2005; Salomao et al., 2007;
Lawlor et al., 2009). Kutama et al. (2010) reported the presence of heat resistant moulds such
as Byssochlamys, Neosartorya and Talaromyces in orange, mango, tomato and pineapple
juices. The presence of heat resistant fungi such as Paecilomyces variotii, Aspergillus tamari,
A. flavus and A. ochraceous has been reported in sixty packaged Nigerian fruit juices
consisting of mango, pineapple, orange and tomato (Obeta and Ugwuyani, 2007).
Chlamydospores, sclerotia and aleurospores are the resistant structures/spores produced by
these moulds (Voldrich et al., 2004; Salomao et al., 2007).
Bacteria
Bacteria are usually present in low numbers on fresh fruits and vegetables. Some bacteria
such as heterofermentative lactic acid bacteria (LAB), acetic acid bacteria, Erwinia sp.,
Enterobacter sp., Clostridium, Alicyclobacillus acidoterristeris, Propionibactreium
cyclohexanicum, Pseudomonas sp. and Bacillus have been reported as deteriorative in cut
fruits and juices (ICMSF, 2005; Lawlor et al., 2009; Raybaudi-Massilia et al., 2009b; Tribst
et al., 2009; Bevilacqua et al., 2011).

Lactic Acid Bacteria

Heterofermentative LAB was reported as the most important group of spoilage
1
microorganisms in fruit juices. Lactobacillus and Leuconostoc0 are the two taxa frequently
isolated from fruits and spoiled fruit juices. They produce lactic acids in fruit juices along
with lesser amount of acetic and gluconic acids, ethanol and CO 2, but some species of LAB
such as Leuconostoc mesenteroides ssp. cremoris, Leuconostoc paramesenteroides and
Leuconostoc dextranicum are more prominent as they produce diacetyl and acetoin as

40
metabolites in spoiled fruit juices, contributing to buttery or butter milk off flavor to citrus
juices (ICMSF, 2005; Lawlor et al., 2009; Steyn et al., 2011).

Acetic Acid Bacteria

Acetic acid bacteria belong to three taxa, namely, Acetobacter, Gluconobacter, and
Gluconacetobacter are involved in the spoilage of juices. Production of sour and vinegar like
flavours in fruit juices is due to the formation of acetic acid by these bacteria (Worbo and
Splistosser, 2004; ICMSF, 2005; Lawlor et al., 2009).

Alicyclobacilli
al., 2011). Alicyclobacillus In recent years, Alicyclobacillus a thermoacidohile, endospore
producing bacterium has emerged as major concern to the beverage industry worldwide as
many high concentrated fruit products which are valuable semi prepared food components to
the bakery, dairy, canning, baby foods, distilling and beverage industries have been found to
be contaminated with these spoilage microbes. The thermoacidophile nature and presence of
highly resistant endospores is responsible for their survival during the production of
concentrated fruit products. Soil is considered to be the main source of contamination of
fresh fruits during harvesting (Walls and Chuyate, 2000; Parish and Goodrich, 2005; Bahceci
et al., 2007; Groenewald et al., 2008, 2009; Steyn et al., 2011).
Of the over 20 species of Alicyclobacillus isolated from different environments. A.
acidocaldarious, A. hesperidium, A. acidophilus, A. cyclohaptanicus, A. fastidious and A.
pomorum have been implicated in spoilage incidents in high acid fruit and vegetable products
(Goto et al., 2007). Alicyclobacillus acidoterrestris has emerged as new spoilage bacterium
for commercialized fruit juices that can survive pasteurization at 95 oC for 2 minutes and can
spoil heat treated fruit juices by the formation of taint chemicals (guaiacol and halophenolic)
(Witthuhn et al., 2007; Steyn et contains ω- alicyclic fatty acids (ω-cyclohexane and ω-
cycloheptane fatty acids) in their cell membrane that are responsible for heat resistance of by
1
forming a protective coating with strong hydrophobic bonds. These 1 hydrophobic bonds

stabilize reduced membrane permeability in extreme and high temperature environments.

Another factors contributing to the heat stability of Alicyclobacillus is its endospores along
with presence of heat stable proteins and mineralization by divalent cations especially

41
 calcium- dipicolinate complex (Wisotzsky et al., 1992; Chang and Kang, 2004; Jay et al.,
2005; Smit et al., 2017

Contamination of Alicyclobacillus in fruit juices results from sources like soil, water and
processing facilities. Spoilage of fruit juices by Alicyclobacillius is difficult to detect because it
does not produce any visible changes such as gas during growth and incipient swelling of
containers does not occur so that spoilage in retail products cannot be noticed. It produces a
smoky, medicinal and antiseptic off odour associated with guaiacol. Other compounds such as
2,6- dibromophenol and 2,6- dichlorophenol have also been detected (Silva and Gibbs, 2004;
Witthuhn et al., 2007; Durak et al., 2010; Danyluk et al., 2011; Smit et al., 2011; Witthuhn et al.,
2013). Endospores of Alicyclobacillus have D values in the range of 16-23 minutes at 900C,
greater than the pasteurization treatments applied in fruit juice processing (Walker and Phillips,
2008b). Hence, Silva and Gibbs (2004) suggested that Alicyclobacillus be designated as the target
microbe in the design of pasteurization processes for acidic foods and beverages.

Propionibacterium cyclohexanicum
Propionibacterium cyclohexanicum was first isolated from spoiled orange juice in 1993. It
possesses ω-cyclohexyl undecanoic acid in cell membrane as Alicyclobacillus genus but
lacks the production of endospores (Kusano et al., 1997; Walker and Phillips, 2008a).
Walker and Phillips (2007) reported that P. cyclohexanicum survives at 950C for 10 minutes
in orange juice and hence would survive treatments commonly used in pasteurization process
used in fruit juice industry.

Bacillus
Bacillus coagulans, B. marcesens and B. polymyxa spoil several fruit juices (Stratford et al.,
2000). B. coagulans spoils canned tomato juice and vegetable products. It causes flat sour
spoilage in juice (ICMSF, 2005; Silva and Gibbs, 2004; Steyn et al., 2011; Daryaei and
Balasubramanium, 2013).
Clostridium 1
2
Two species of Clostridium mainly C. pasteurianum and C. butyricum have been isolated at
low pH of fruit juices (Stratford et al., 2000).

42
 Members of Enterobacteriaceae
Cedecea sp., are capable of multiplying in citrus juices with pH values below 4.3. These
strains Psychrotrophic bacteria such as Klebsiella sp., Serratia sp., Citrobacter sp., and cause
a mixed-acid fermentation resulting in citrate, acetate, and CO 2 production, along
with“unclean” flavor and aroma defects. In certain cases, enteric bacteria may produce a
sulfur- like off-aroma in spoiled citrus juices (Lawlor et al., 2009). Suguna et al. (2011)
observed the presence of Klebsiella pneumoniae in dragon-fruit (pitaya) juices in Penang city
of Malaysia.

43
 Pathogenic microorganisms
In tropical countries consumer preference is for fresh-cut fruits and juices rather than their
processed counterparts. Fruit juices sold by the street vendors are consumed regularly by
the local owing to their fresh look, original nutritional and sensory attributes (Brackett,
2001; Thunberg et al., 2002; Suguna et al., 2011). In India, a large population of all income
and age groups consume freshly squeezed fruit and vegetable juice, but the presence of
pathogenic microorganisms in street vended fruit juices have been reported in various parts
of India such as Vishakhapatnam (Lewis et al., 2006), Mumbai (Mahale et al., 2008),
Amravati (Tambaker et al., 2009), Nagpur (Titarmare et al., 2009), Kolkata
(Mukhopadhyay et al., 2011), Mysore (Divyashree et al., 2013) and Tirumula (Suneetha et
al., 2013). Other researchers have also carried out study on the microbiological quality of
street vended fruit juices in other parts of the world as summarized in table 2.2. Food borne
pathogens such as Escherichia coli and Salmonella survive in acidic environment of fruit
juices due to acid stress response (Ghenghesh et al., 2005; Tribst et al., 2009; Ray-Baudi
Massilia et al, 2009). Some strains of
E. coli, Shigella and Salmonella may survive for several days and even weeks in acidic
environment by regulating their internal pH that maintained at neutral pH by combination
of passive and active mechanisms (Vantarakis et al., 2011).
Shigella flexneri and S. sonnei survive in apple (pH 3.3) and tomato juices (pH
4.0) at 7 C for at least 14 days (Opstal et al., 2005). Sospedra et al. (2012) reported the
0

presence of Salmonella sp. and Staphylococcus aureus in orange juice extracted by

squeezing machine used in restaurants. Because of the presence of pathogens in fruit juices,
1
3 have been increased
the food borne outbreaks associated with consumption of fruit juices
(CDC, 2007; Van Opstal et al., 2006; Raybaudi-Massilia et al., 2009b; Vantakratis et al.,
2011; Sospedra et al., 2012). Fruit juice borne outbreaks of last two decades from 1991-
2010 are summarized in table 2.3. Several outbreaks associated with consumption of fruit
juices have been reported maximum in year 1999 (5) (CDC, 1999; Krause et al., 2001;
Mahale et al., 2008; CDC, 2011) and 1996 (4) (CDC, 1997;Cody et al., 1999; FDA,
2001).

44
Fig.2.2. Amomum subulatum- plant, fruits and Fig.2.3.Cinnamomum tamala- plant
with seeds (inset) leaves

Fig.2.4. Cinnamomum zeylanicum-trunk and Fig. 2.5. Coriandrum sativum plant

and fruits (inset)bark (inset)

Fig.2.6. Cumin cyminum seeds

45
Fig.2.7. Curcuma longa- rhizome Fig.2.8. Elettaria cardamomum-
plant and fruits (inset)

46
Fig. 2.12. Illicium verum- fruits Fig. 2.13. Mentha arvensis- plan

47
Chapter 3
RESEARCH METHODOLOGY

48
METHODOLOGY

Every project work is based on certain methodology, which is a way to systematically

solve the problem or attain its objectives. It is a very important guideline and lead to
completion of any project work through observation, data collection and data analysis.
According to Clifford Woody,
“Research Methodology comprises of defining & redefining problems, collecting,
organizing &evaluating data, making deductions &researching to conclusions.”
Accordingly, the methodology used in the project is as follows: -
Defining the objectives of the study
Framing of questionnaire keeping objectives in mind (considering the objectives)
Feedback from the respondents
Analysis of feedback
Conclusion, findings and suggestions.

RESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project. It specifies the details of the procedures necessary for obtaining the information
needed to structure and/or solve marketing research problem.
On the basis of fundamental objectives of the research we can classify research design
into two general types:

EXPLORATORY RESEARCH

CONCLUSIVE RESEARCH

49
 Exploratory research is one type of research design, which has its primary
objective the provision of insights into, and comprehension of, the problem situation
confronting the researcher.
Conclusive research is designed to assist the decision maker in determining
evaluating and selecting the best course of action to take in a given situation.

Conclusive research can be further divided into two types:-

 Descriptive
 Experimental
The research design used in this project is a DESCRIPTIVE DESIGN.

Descriptive study as the name implies is designed to describe something-for example the
characteristics of users of a given product, the degree to which the product use the varies
with income, age, etc.

SAMPLING TECHNIQUE USED:

This research has used convenience sampling technique.
1) Convenience sampling technique: Convenience sampling is used in exploratory
research where the researcher is interested in getting an inexpensive approximation of the
truth. As the name implies, the sample is selected because they are convenient.

SELECTION OF SAMPLE SIZE:

For the study, a sample size of 100 has been taken into consideration.

SOURCES OF DATA COLLECTION:

Research will be based on two sources:

1. Primary data

2. Secondary data

50
1) PRIMARY DATA:
Questionnaire: Primary data was collected by preparing questionnaire and the people
were randomly being requested to fill them.
2) SECONDARY DATA:
Secondary data will consist of different literatures like books which are published,
articles, internet and websites.
In order to reach relevant conclusion, research work needed to be designed in a proper
way.

STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this project are:
 Questionnaire
 Pie Charts
 Bar Diagrams

51
CHAPTER 4
DATA ANALYSIS & FINDINGS

52
Q1. What do you prefer to drink? (Tick any 1)

Particulars No. of Respondents Percentage

Soft Drinks 57 57%

Fruit Juices 43 43%
Total 100 100%

60% 57%

50%
43%
No. of Respondents

40%

30% Series1

20%

10%

0%
Soft Drinks Fruit juices

ANALYSIS:

From the survey it was found that amongst 100 respondents

a) 57% of the respondents prefer Soft Drinks to drink.

b) 43% of the respondents prefer Fruit Juices to drink.

53
Q2. Frequency of consumption of your preferred drink in a week?

SOFT DRINKS

Particulars No. of Respondents Percentage

Daily 28 49%
2-6 times 23 40%
Above 7 6 11%
Total 57 100%

60%

49%
50%
40%
No. of Respondents

40%

30% Series1

20%
11.00%
10%

0%
Daily 2-6 times Above 7
Weekly Consumption

ANALYSIS:

From the survey it was found that amongst 57 respondents.

a) 49% of the respondents consume Soft Drinks daily.

b) 43% of the respondents consume Soft Drinks 2-6 times.
c) 11% of the respondents consume Soft Drinks more than 7 times.

54
FRUIT JUICES

Particulars No. of Respondents Percentage

Daily 10 23%
2-6 times 30 70%
Above 7 3 7%
Total 43 100%

35
30
30

25
No. of respondents

20
Series1
15
10
10

5 3

0
Daily 2-6 times Above 7
weekly consumption

ANALYSIS:

From the survey it was found that amongst 43 respondents.

a) 23% of the respondents consume Fruit Juices daily.

b) 70% of the respondents consume Fruit Juices 2-6 times.
c) 07% of the respondents consume Fruit Juices more than 7 times.

55
Q3. On what occasions, do you often consume the Soft Drinks?

Particulars No. of Respondents Percentage

Feeling Thirsty 18 18%

Parties / Celebrations 45 45%
Without any reason (just 25 25%
like that)
Others 12 12%
Total 100 100%

Feeling Thirsty
12% 18%

Parties /
Celebrations
25%
Without any
reason (just like
that)
Others
45%

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 18% of the respondents consume Soft Drinks when they feel thirsty.
b) 45% of the respondents consume Soft Drinks at the time of celebrations.
c) 25% of the respondents consume Soft Drinks without any reason.
d) 12% of the respondents consume Soft Drinks on other occasions.

56
Q4. On what occasions, do you often consume the Fruit Juices?

Particulars No. of Respondents Percentage

Feeling Thirsty 17 17%

Parties / Celebrations 32 32%
Without any reason (just 24 24%
like that)
Others 27 27%
Total 100 100%

Feeling Thirsty
17%
27%
Parties /
Celebrations

Without any
reason (just like
32% that)
24% Others

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 17% of the respondents consume Fruit Juices when they feel thirsty.
b) 32% of the respondents consume Fruit Juices at the time of celebrations.
c) 24% of the respondents consume Fruit Juices without any reason.
d) 27% of the respondents consume Fruit Juices on other occasions.

57
Q5. What induces you to buy Soft Drinks?

Particulars No. of Respondents Percentage

Price with quantity 30 30%

Health Drink 4 4%
Status symbol 8 8%
Taste 32 32%
Variety 26 26%
Total 100 100%

35 32
30
30
26
No. of respondents

25

20
Series1
15

10 8
4
5
0
Price with Health Status Taste Variety
quantity Drink symbol

Factors

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 30% of the respondents consume soft drinks because of its price.

b) 04% of the respondents consume soft drinks because it is a health drink.
c) 08% of the respondents consume soft drinks because it is a status symbol.
d) 32% of the respondents consume soft drinks because of its taste.
e) 26% of the respondents consume soft drinks because of its variety.

58
Q6. What induces you to buy Fruit Juices?

Particulars No. of Respondents Percentage

Price with quantity 13 13%

Health Drink 40 40%
Status symbol 15 15%
Taste 22 22%
Variety 10 10%
Total 100 100%

45 40
40
35
No. of respondents

30
25 22
Series1
20 15
15 13
10
10
5
0
Price with Health Status Taste Variety
quantity Drink symbol

Factors

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 13% of the respondents consume fruit juices because of its price.

b) 40% of the respondents consume fruit juices because it is a health drink.
c) 15% of the respondents consume fruit juices because it is a status symbol.
d) 22% of the respondents consume fruit juices because of its taste.
e) 10% of the respondents consume fruit juices because of its variety.

59
Q7. If not a Soft Drink or a Fruit juice, which other beverage (other than water) tops your
mind?

Particulars No. of Respondents Percentage

Coffee 30 30%
Tea 25 25%
Shakes(Milk/Ice cream/Fruit) 8 8%
Lassi 12 12%
Sharbat 25 25%
Total 100 100%

Coffee

25%
30% Tea

Shakes(Milk/Ice-
cream/Fruit)
12% Lassi

8.00% 25% Sharbat

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 30% of the respondents prefer coffee.

b) 25% of the respondents prefer tea.
c) 08% of the respondents prefer Shakes.
d) 12% of the respondents prefer Lassi.
e) 25% of the respondents prefer Sharbat.

60
Q8. How do you rate canned juices as compared to fresh juices?

Particulars No. of Respondents Percentage

Equivalent to fresh juices 24 24%

Have artificial added 36 36%
flavor
Healthy with preservatives 40 40%
Total 100 100%

24%
Equivalent to fresh
40% juices
Have artificial
added flavor
Healthy with
preservatives
36%

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 24% of the respondents think canned juices are Equivalent to fresh juices.
b) 36% of the respondents think canned juices Have artificial added flavor.
c) 40% of the respondents think canned juices are Healthy but have
preservatives.

61
Q9. How do you view Soft Drinks?

Particulars No. of Respondents Percentage

As a health drink 4 4%
As a status symbol 8 8%
As an aid to put off thirst 55 55%
Any other 33 33%
Total 100 100%

60 55

50
No. of respondents

40
33
30 Series1

20

8
10 4

0
As a As a As an aid Any
health status to put off other
drink symbol thirst

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 04% of the respondents view Soft Drinks as a health drink.

b) 08% of the respondents view Soft Drinks as a status symbol.
c) 55% of the respondents view Soft Drinks as an aid to put off thirst.

62
Q10. How do you view Fruit Juices?

Particulars No. of Respondents Percentage

As a health drink 40 40%

As a status symbol 15 15%
As an aid to put off thirst 32 32%
Any other 13 13%
Total 100 100%

45
40
40
35 32
No. of respondents

30
25
Series1
20
15
15 13

10
5
0
As a As a As an aid Any
health status to put off other
drink symbol thirst

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 40% of the respondents view Fruit Juices as a health drink.

b) 15% of the respondents view Fruit Juices as a status symbol.
c) 32% of the respondents view Fruit Juices as an aid to put off thirst.

63
Q11. Do advertisements affect your purchases?

Particulars No. of Respondents Percentage

Yes 77 77%
No 23 23%
Total 100 100%

23%

Yes
No

77%

ANALYSIS:

From the survey it was found that amongst 100 respondents.

a) 77% of the respondents think that advertisements affect their purchases.

b) 23% of the respondents think that advertisements do not affect their
purchases.

64
CHAPTER 5
CONCLUSION, SUGGESTIONS AND LIMITATIONS

65
CONCLUSION
Following are the concluding points taken into consideration after the conduct of the
research study:

 An important finding that emerged out of the survey was that 57%of people like to
have soft drinks while 43% go for juices.

 Through the research it was conveyed that weekly consumption of soft drinks is
higher than the weekly consumption of juices.

 A majority of the respondents consume soft drinks and fruit juices at the time of
parties & celebrations.

 Most of the respondents consume soft drinks because of its taste and price.

 Most of the respondents consume fruit juices because it is healthy.

 As it is seen that canned Juices enjoys the largest market share though they do contain
some preservatives but majority of the respondents consider it healthy.

 Most of the respondents view soft drinks as an aid to put off thirst and fruit juice as a
health drink.

 Most of the respondents (77%) were of the strong view that advertisements affect
their purchases and the rest (23%) were not at all affected by the advertisements.

66
SUGGESTIONS

 With the changing lifestyle, people have started becoming more health conscious.
Therefore, the fruit juice company’s should use appropriate marketing techniques
thereby reducing the demand for soft drink in the future.

 The survey shows that parties/celebrations are the places where these drinks are
consumed mostly. The company’s must try to increase the sales by creating and
focusing on more utilities so that their product is used more frequently.

 As it is seen that people consider canned juices to be healthy with preservatives.

This shows that awareness level of the people is low and needs to be corrected.
Therefore, various methods like campaigns by government, help by media, etc
can be taken to change this.

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LIMITATIONS

 The study was confined to some areas of New Delhi only.

 The study does not take into account the sales affected of the soft drink segment
due to the entry of juices.
 Retailers view and the companies view to the questionnaire were not available.
 Time and cost constraints were also there.
 Chances of some biasness could not be eliminated.
 A Samples size of 100 has been use due to time limitations.

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ANNEXURE

QUESTIONNAIRE

PERSONAL DETAILS
Name - _________________
Age - 15-25 25-35 35-50
Gender - Male Female
Occupation - Student Housewife Business Service

Hello! I am Sachin, a student of management school and am required to submit project on

a comparative study of consumption of Soft Drinks and Fruit Juices. For the purpose, I
am conducting the survey. Will you please take a few minutes to answer some questions?
I assure you that your answers will be kept completely confidential.

Q1. What do you prefer to drink? (Tick any 1)

a) Soft Drinks
b) Fruit Juices

Q2. Frequency of consumption of your preferred drink in a week?

a) Soft Drinks, Daily b) Fruit Juices, Daily
2-6 times 2-6 times
Above 7 Above 7
Q3. On what occasions, do you often consume the Soft Drinks?
a) Feeling Thirsty
b) Parties / Celebrations
c) Without any reason (just like that)
d) Others, please specify ________

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Q4. On what occasions, do you often consume the Fruit juices?
a) Feeling Thirsty
b) Parties / Celebrations
c) Without any reason (just like that)
d) Others, please specify ________
Q5. What induces you to buy Soft Drinks?
a) Price with quantity ______
b) Health Drink ______
c) Status symbol ______
d) Taste ______
e) Variety ______

Q6. What induces you to buy Fruit Juices?

a) Price with quantity ______
b) Health Drink ______
c) Status symbol ______
d) Taste ______
e) Variety ______

Q7. If not a Soft Drink or a Fruit juice, which other beverage (other than water) tops your
mind?
a) Coffee
b) Tea
c) Shakes (Milk/Ice-cream/Fruit)
d) Lassi
e) Sharbat

Q8. How do you rate canned juices as compared to fresh juices?

a) Equivalent to fresh juices
b) Have artificial added flavor
c) Healthy with preservatives

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Q9. How do you view Soft Drinks?
a) As a health drink
b) As a status symbol
c) As an aid to put off thirst
d) Any other, please specify ________

Q10. How do you view Fruit Juices?

a) As a health drink
b) As a status symbol
c) As an aid to put off thirst
d) Any other, please specify ________

Q11. Do advertisements affect your purchases?

a) Yes
b) No

Q12. Name any three brands of Fruit juices & Soft Drinks that are there in your mind at
present?
Soft Drinks Fruit Juices
______ ______
______ ______
______ ______

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BIBLIOGRAPHY

 http://en.wikipedia.org/wiki/Beverage

 www.foodindustryindia.com

 http://fnbnews.com/article/detarchive.asp?articleid=25105&sectionid=3

 http://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy,%20anot
her%20energy%20drink%20for%20the%20Indian%20market&id=598

 http://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About%20Us#Foo
d&beverage

 www.google.com

 Kothari C R, “Research and Methodology- Methods & Techniques”, New

Age International (P) Ltd., 2017

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