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Analysis
CHAPTER – 4
Analysis
Introduction
Today consumers have a great variety of options when they decide to buy any range of
products. The disposable incomes of households are increasing. Consumers are ready
to spend on products which they find healthier, nutritious and safe to use. This provides
a great opportunity for marketers to come out with new creative and innovative
products.
Consumers want o read the information on the packaging and labels as they are
practising healthy eating habits. What are the ingredients in the product and how they
can help them are attributes which are very crucial for them to consider. Also, it is
important to measure the most essential factors that appeal or trigger, a consumer’s
preferences in buying their favourite brand, flavour and type of fruit juices
A survey was conducted with help of a questionnaire to be filled by people that covered
students, housewives, men and women from different walks of life, specifically from
Mumbai region.
Analysis was performed based on various tests and statistics followed by related
hypothesis.
The below are the profiles of the people who were surveyed and their respective
demographics.
Table 4.1.1 Analysis on Customer Profiling
Gender
What is your gender?
Frequency % Percentage % Cumulative
Valid Male 186 62.0 62.0 62.0
Female 114 38.0 38.0 100.0
Total 300 100.0 100.0
Fig: 4.1.1
From the above table and pie chart, it is seen that more number of male respondents
answered to the questionnaires circulated compared to 38% of female population who
participated in the survey on packaged fruit juices.
Questionnaire was circulated to a sample size of 300 people both online and offline. 186
males and 114 female answered the questionnaire.
62% who took and answered the questionnaire were males.
Table 4.1.2 Age bracket
Under what age bracket do you fall?
N Frequency % Percentage % Cumulative
Valid 18-25 146 48.7 48.7 48.7
25-30 97 32.3 32.3 81.0
30 above 57 19.0 19.0 100.0
Total 300 100.0 100.0
The table clearly shows that out of 300 sample size, the younger generation that is in
the age group of 18-25 were the maximum. 146 people in this age group answered
followed by 97 people in the age group 25-30.
Only 57 people out of 300 who answered were in the age group 30 and above. This
also shows that the majority of people that is 243 people were in the younger age group
of 18 to 30.
Fig. 4.1.2
From the above charts, it is indicated that 48.67% of the audience were under an age
bracket of 18-25 years of age while 32.33% of them fell into the age of 25-30 years of
age. The rest 19% included people aged 30 years and above.
Since most of the younger generation are people who want to consume healthier, safe
and nutritious products, this kind of sample distribution will help us evaluate the trend in
this sector and age profile group, for packaged fruit juices. Moreover 81% people are
between the age group 18 to 30 years which will be helpful in our research study.
Table 4.1.3 Income-- Monthly
Monthly income?
N Frequency % Percentage % Cumulative
Valid <10,000 194 64.7 64.7 64.7
11,000-20,000 39 13.0 13.0 77.7
20,000-30,000 33 11.0 11.0 88.7
30,000-40,000 13 4.3 4.3 93.0
>40,000 21 7.0 7.0 100.0
Total 300 100.0 100.0
Fig. 4.1.3
The above tabular chart and pie chart for monthly income indicates a majority of 64.67%
population fell under the income level of Rs. 10,000 and below.
The rest 13% included those whose income was Rs. 11,000 – Rs. 20,000. The least
number of audiences were those whose income was recorded between 30,000 to Rs.
40,000 and Rs. 40,000 and above being 4.33% and 7% respectively.
Table 4.1.4 Educational Qualification
What is your Educational Qualification?
N Frequency % Percentage % Cumulative
Valid SSC 4 1.3 1.3 1.3
HSC 7 2.3 2.3 3.7
Graduation 221 73.7 73.7 77.3
Post graduation 68 22.7 22.7 100.0
Total 300 100.0 100.0
Out of sample size of 300 respondents 221 were graduates and 68 out of them were
post graduates. The level of education of this sample size was quite good. Around 96%
respondents had qualification higher than graduation.
Fig: 4.1.4
The above table and pie chart shows the educational qualification of individuals who
were surveyed. When it comes to the educational qualification, it was indicated that
73.67% of respondents were only graduates topping the list while 22.67 % stood
second with post graduation in terms of qualification. The remaining 2.33% were HSC
and SSC pass outs.
This clearly establishes the fact that our sample size is quite rich in terms of education
qualification. We are also trying to test that whether qualification plays a role in terms of
selecting packaged fruit juices.
4.1.5 Profession
Which profession?
N Frequency % Percentage % Cumulative
Valid Student 183 61.0 61.0 61.0
Service 96 32.0 32.0 93.0
Housewife 16 5.3 5.3 98.3
Business 5 1.7 1.7 100.0
Total 300 100.0 100.0
Out of the sample size of 300 respondents, 183 were students. We have also seen in the earlier table that these were graduates and post graduates students as the number of them were very high. 96 respondents were working full time and were in service. Only 5 people were in business and 16 respondents were housewife
The relations between student, younger generation, qualification etc are what marketers need to know when they make marketing strategies for packaged fruit juices. It is normally an accepted fact that people who are educated, young and have good disposable incomes are people who like to spend and buy products which are healthier, safe and have nutritional value.
But the million dollar question is whether this fact is true. For argument sake if we say, yes. We still need to understand that since packaged fruit juices are low involvement
products for many in this age group, whether these parameters have a direct relation to impact positively, the buying behaviour of consumers.
Fig. 4.1.5
The above table on professions of respondent was taken into consideration for gauging
their responses on packaged fruit juices.
As per the above charts, it is indicated that the percentage of respondents were
students with a majority of 61%, 32% were into service, a small proportion of 5 % were
in business and 1.67% constituted a smaller population of housewives.
Table 4.1.6 Marital status
What is your marital status?
N Frequency % Percentage % Cumulative
Valid SINGLE 222 74.0 74.0 74.0
Married 78 26.0 26.0 100.0
Total 300 100.0 100.0
The sample size selected for this study was 300. Out of this 222 were single and 78 were married.
We in this study also want to understand whether marital status has any affects on the attitude, perception and the purchase decision making behaviour of the consumer. Many literature reviews suggest that packaged fruit juices are products which are generally bought in the monthly grocery budget. This therefore is normally decided by
housewife. This may mean that married respondents have more say in buying these types of products.
Our study will determine the truth and the fact as we proceed further in the research.
We will analyse many other attributes and related parameters.
Fig.4.1.6:
From the above table and chart, the marital status of a majority of respondents were
recorded with a “single” status with 74% being the highest while 26 % were married.
The above demographics form a basis of the type of respondents who were interested
in consuming packaged fruit juices, further corresponding to their preferences regarding
packaged fruit juices, through various questions as mentioned in the questionnaire.
1.2 Analysis and inferences on Consumer buying at titudes, perceptions and preferences towards Packaged Fruit Juices.
To assess the efficiency of the samples and surveys taken based on demographic
characteristics of packaged fruit juices, a questionnaire was circulated both online and
offline to 300 people.
The analysis and survey was essential in finding out the main factors and triggers that
motivated consumers to buy as well as consume packaged fruit juices. Based on the
questions put forward to the participants, clear analysis and findings were recorded.
The questions and their respective findings were grouped into the following headings:
1. Customer preferences towards buying behaviour
2. Preferred media channel on Advertising
3. Factors important while purchasing
4. Brand Preference
5. Loyalty
6. Consumer Packaging Preferences
1. Consumer’s personal preferences towards buying b ehaviour
Table 4.2.1
For whom do you buy fruit juice?
N Frequency % Percentage
% Cumulative
Valid myself 163 54.3 54.3 54.3
family 124 41.3 41.3 95.7
Children 10 3.3 3.3 99.0
Organisation 3 1.0 1.0 100.0
Total 300 100.0 100.0
Out of total 300 respondents who participated in the survey, 163 respondents said that
they buy packaged fruit juices for their own consumption. 123 of them said they buy it
for their families, 10 for their children and only 3 out of our sample said they buy for their
organization.
This clearly shows that students, who formed the major part of the group in our sample
obviously will buy products for their personal consumption and use. But it should also be
noted that 124 respondent also buy for their families. The pack size therefore becomes
crucial. As for personal consumption the pack size preferred will be smaller but for
family a bigger pack will be preferred.
Fig. 4.2.1
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph 4.2.1 pertaining to study consumer buying
behaviour and perception towards packaged fruit juices, it is observed that 54.33%
respondents buy fruit juices for themselves while 41.33% buy for their family and the
rest 1% buy for the organisation. This means that majority of population purchase fruit
juices for themselves.
Table 4.2.2
How often do you have fruit juice?
N Frequency
% Percentage % Cumulative
Valid 1-3 times a week 127 42.3 42.3 42.3
4-6 times a week 42 14.0 14.0 56.3
More than 6 times in a week
17 5.7 5.7 62.0
Rarely (fortnightly) 114 38.0 38.0 100.0
Total 300 100.0 100.0
The above table show that 127 respondent buy packaged fruit juices one to three times a week. 42 respondents buy it four to six times in a week. Only 17 respondents reported that they buy more than six times a week. 114 people bought in fortnightly.
We may therefore conclude that majority of people buy packaged fruit juices one to three times a week followed very closely by people who buy fortnightly.
Fig. 4.2.2
Source: Researcher‘s compilation from the study
Inference:
The above table and pie chart indicates the frequency of consumption of fruit juices
(Packaged and loose) based on days and weeks. It was indicated that majority of
respondents (42.33%) consumed fruit juices 1-3 times, while 38% constituted of those
respondents who consumed fruit juices rarely or fortnightly.
Further on, it was seen that 14% of respondents were those who consumed fruit juices
4 – 6 times a week and lastly, the rest 5.67% formed a part of those who consumed
more than 6 times. Thus the ones who drank fruit juices more frequently were more in
numbers.
Table 4.2.3:
Quantity bought?
N Frequency % Percentage % Cumulative
Valid 200-250 ml (Tetra pack) 139 46.3 46.3 46.3
300ml 52 17.3 17.3 63.7
500 ml bottle 54 18.0 18.0 81.7
1 litre 55 18.3 18.3 100.0
Total 300 100.0 100.0
139 respondents reported that they prefer to buy 200 to 250 ml of tetra pack. As we have seen that most of our sample prefer to buy for themselves, that means for their own consumption and use, therefore they prefer a pack which is convenient and comfortable to consume at one time.
Fig. 4.2.3
Source: Researcher‘s compilation from the study
Inference:
The scanned data of pie chart and table indicates the quantity of purchase by
respondents. It was observed that 46.33% of the participants opted to purchase tetra
pack of 200 – 250 ml which topped the purchase percentage while the second highest
was 1 litre with 18.33% followed by 18% and 17.33 % with 500 ml and 300 ml bottles
respectively.
Table 4.2.4:
Reasons for drinking packaged fruit juices?
N Frequency % Percentage % Cumulative
Valid To quench my thirst 49 16.3 16.3 16.3
To get energy 39 13.0 13.0 29.3
To get refreshed 54 18.0 18.0 47.3
I feel healthy or health conscious
61 20.3 20.3 67.7
It enjoy drinking it 53 17.7 17.7 85.3
It reflects my attitude 5 1.7 1.7 87.0
It tastes good 27 9.0 9.0 96.0
It gives me mental relaxation
12 4.0 4.0 100.0
Total 300 100.0 100.0
61 respondents said, they drink packaged fruit juices because they feel healthy. The next highest reason was they felt refreshed, 54 people said so. This was followed very closely, 53 of them, who said they drink fruit juices because they wanted to get refreshed.
49 respondents out of 300 said they consume packaged fruit juices as and when they wanted to quench their thirst followed by 39 who drink to get energy. 27 respondents said they drink as it tastes good and 12 participants said it gives them mental relaxation.
This table therefore shows that there are many reasons which the marketers need to take into consideration when making their marketing strategies.
Fig. 4.2.4
Source: Researcher‘s compilation from the study
Inference:
The scanned data of pie chart and table indicates the major reasons and factors that
persuaded respondents who, preferred to buy packaged fruit juices. It was revealed that
health consciousness was a major driver behind opting for packaged fruit juices which
measured a high of 20.33%.
The other factors in the list were refreshment with 18%, enjoyment of drinking with
17.67%, to get energised with 13%, to quench ones thirst with 16.33%, taste with 9%,
mental relaxation with 4% and attitude reflection with 1.67%.
Table 4.2.5:
How important is Colour while making purchase for p ackaged fruit juice?
N Frequency % Percentage % Cumulative
Valid Very Important 277 92.3 92.3 92.3
Somewhat Important 18 6.0 6.0 98.3
Less important 2 .7 .7 99.0
Not at all important 3 1.0 1.0 100.0
Total 300 100.0 100.0
277 people out of 300 respondents felt that colour was a very important parameter, which strongly prompts their decision to buy packaged fruit juices. Marketers therefore need to understand and use the right colour, which will immensely help them, so that consumer goes and buy their products.
Fig. 4.2.5
Source: Researcher‘s compilation from the study
Inference:
The above scanned data indicates the colour of the fruit juice as a major preference by participants while purchasing fruit juices. It was observed that 92.33% of people considered “colour” as being most important while 6% of respondents felt colour of the fruit juice was somewhat important. The rest of the respondents, 0.67% and 1% considered colour as less important and not at all important respectively.
Table 4.2.6:
How important is Taste while making purchase for pa ckaged fruit juice?
N Frequency % Percentage % Cumulative
Valid Very Important 269 89.7 89.7 89.7
Somewhat Important 19 6.3 6.3 96.0
Less important 3 1.0 1.0 97.0
Not at all important 9 3.0 3.0 100.0
Total 300 100.0 100.0
Out of 300 respondents, 269 participants felt that taste is very important when deciding
to buy packaged fruit juices. Only 19 of them felt it is somewhat important, 9 felt not at
all important and 3 felt it is less important.
Marketers need to find out and analyse what kind of taste will consumers prefer to buy
and consume.
As is seen from the above table that around 90% of the respondents will buy and
consume, if they like the taste of the packaged fruit juice.
Fig. 4.2.6
Source: Researcher‘s compilation from the study
Inference:
The above bar chart and table shows taste as a preference for purchasing packaged
fruit juices, it was inferred that 89.67% of people were of the opinion that taste is very
important and should be present in fruit juices as this was the driving factor for
participants. The rest 6.33% felt that taste was somewhat important while 1% and 3% of
them felt that taste was less important and not at all important respectively.
Table 4.2.7:
How important is flavour while making purchase for packaged fruit juice?
N Frequency % Percentage % Cumulative
Valid Very Important 139 46.3 46.3 46.3
Somewhat Important 101 33.7 33.7 80.0
Less important 30 10.0 10.0 90.0
Not at all important 30 10.0 10.0 100.0
Total 300 100.0 100.0
Fig. 4.2.7
Source: Researcher‘s compilation from the study
Inference:
When it comes to flavour, the above scanned graph indicated a rise of percentage of
46.33% opting for flavour as the most important factor in fruit juices while 33.67% of
people were of the opinion that flavour was somewhat important to them. The remaining
10% opined that flavour was less important and the rest 10% never considered flavour
important at all in packaged fruit juices.
2. Preferred media channel on Advertising
Table 4.2.8: Medium you come across for your packa ged fruit drink brand?
N Frequency % Percentage % Cumulative
Valid TV 127 42.3 42.5 42.5
Radio 3 1.0 1.0 43.5
Newspaper / magazine
29 9.7 9.7 53.2
Hoardings and banners
26 8.7 8.7 61.9
Word of mouth 54 18.0 18.1 79.9
Store display / signage
54 18.0 18.1 98.0
Others 6 2.0 2.0 100.0
Total 299 99.7 100.0
Missing System 1 .3
Total 300 100.0
Fig. 4.2.8
Source: Researcher‘s compilation from the study
Inference:
The above scanned graph indicated that a majority of people preferred 42.33% interest in television as a medium when making decisions on purchasing their packaged fruit juice. 18% of respondents preferred buying their fruit juices when they viewed them through store display/signage and word of mouth each. The rest 9.67% opted for newspapers as their medium, 8.67% through hoardings and banners, 1% preferred radio and the rest 0.33% preferred some other medium.
Table 4.2.9:
Do you feel the urge to buy/ consume packaged fruit juices after advertisements or other media channels?
N
Frequency % Percentage % Cumulative
Valid Yes 139 46.3 46.5 46.5
No 160 53.3 53.5 100.0
Total 299 99.7 100.0
Missing System 1 .3
Total 300 100.0
This question was asked to the respondents to understand whether and how effective is
advertisement or other different media channels influences their buying decision for
packaged fruit juices.
Out of 300 respondents who answered this question, one was missing and 160 of them
said that when they see such advertisement, it does not bring in urge in them to go and
buy them.
However 139, respondents said, yes after seeing the advertisement the urge to go buy
and consume the packaged fruit juices goes up in them.
Fig. 4.2.9
Source: Researcher‘s compilation from the study
Inference:
The above scanned data shows the need of advertisements and its impact on
consumers. Therefore it was analysed that 53.51% of respondents did not feel the urge
to buy or consume packaged fruit juices after viewing advertisements or media
channels while 46.49 % felt that they felt like purchasing packaged fruit juices after
viewing advertisements.
From the graph, it is clear that people do not necessarily get influenced by
advertisements for purchasing packaged fruit juices.
Table 4.2.10:
How important is Store display while making purchas e for packaged fruit juice?
N Frequency % Percentage % Cumulative
Valid Very Important 116 38.7 38.7 38.7
Somewhat Important 133 44.3 44.3 83.0
Less important 29 9.7 9.7 92.7
Not at all important 22 7.3 7.3 100.0
Total 300 100.0 100.0
Researcher designed a question in the questionnaire to understand, that does attractive
and effective store display plays an important part, when they take a purchase decision
to buy packaged fruit juices?
133 respondents out of 300 confirmed that it is somewhat important. As when we don’t
intend buying but see a store display, we get an impulse to buy. 116 respondents felt
that store display is very important. As an attractive store display attracts them to the
shelf where the packaged juices are displayed and most of the time it ends in a
purchase.
While 29 of them felt it is less important and 22 respondents felt is is not at all important.
Fig. 4.2.10
Source: Researcher‘s compilation from the study
Inference:
The above scanned graph shows “Store display” as a driving force behind purchasing
packaged fruit juice. As per the graph, it is estimated that 44.33% people considered
store display as somewhat important for buying packaged fruit juice, while 38.67%
people considered it as very important. 9.67% respondents felt it was less important
while 7.33% respondents did not find store display important at all.
3. Factors important while purchasing
A) Price
Table 4.2.11
How much do you spend weekly on lifestyle?
N % Percentage % Cumulative
Valid Less than Rs. 500 130 43.3 43.3 43.3
Rs. 500 to Rs. 1000
118 39.3 39.3 82.7
Rs. 1000toRs. 3000 49 16.3 16.3 99.0
Rs. 3000 and more 3 1.0 1.0 100.0
Total 300 100.0 100.0
A very important part is to find out how much the consumer has willingness to pay.
Researcher designed a few questions about this. One of them was to understand how much does consumers spend weekly on maintaining their lifestyles. Out of 300 respondents 130 said that they spend less than Rs 500/- weekly to maintain their lifestyle while 118 said they spend anywhere between Rs 500/- to Rs 1000/- weekly. 49 respondents said they spend between Rs 1000/- and Rs 3000/- Only 3 respondents out of 300 said they spend above Rs 3000/- weekly on their lifestyle maintenance.
Fig 4.2.11
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, analysis on life style spending was created
whereby it was indicated that 43.33% respondents spent less than Rs. 500 on lifestyle
while 39.33% spent Rs. 500- Rs. 1000. The other 16.33% respondents spent Rs. 1000
– Rs. 3000 on lifestyle and only1% respondents spent more than Rs. 3000.
Table 4.2.12:
How much you spend weekly on packaged fruit juices?
N % Percentage % Cumulative
Valid Less than Rs. 50 125 41.7 41.7 41.7
Rs.50- Rs.100 93 31.0 31.0 72.7
Rs. 100 - Rs. 500 67 22.3 22.3 95.0
Rs.500 – Rs. 1000
15 5.0 5.0 100.0
Total 300 100.0 100.0
In order to understand the weekly spending done by the sample group on packaged fruit
juices, researcher designed a question on this in the questionnaire circulated to all
respondents.
Out of 300 respondents, majority of 125 said they spend less than Rs 50/- weekly on
buying packaged fruit juices. 93 said they spend between Rs 50 and Rs 100. Only 15
respondents said they spend anywhere between Rs 500 to Rs 1500/- weekly on buying
packaged fruit juices and 67 of them spent Rs 100 to Rs 500/-.
As therefore can be very clearly seen there exists a lot of potential in the market for this
kind of product and good marketing can definitely increase the market for packaged fruit
juices.
Fig.4.2.12
Source: Researcher‘s compilation from the study
Inference:
As per the data in the above graph, it is indicated that 41.67% respondents spent less
than Rs. 50 on packaged fruit juices while 31% spend between Rs. 50 – Rs. 100,
22.33% spent between Rs. 100- Rs. 500 and the rest 5 % spent between Rs. 500 – Rs.
1000.
A lot of penetration of the market needs to be done. The market therefore promises
great potential.
Table 4.2.13:
If the packaged fruit juice brands increased their prices, would you still buy it?
N % Percentage % Cumulative
Valid Yes 198 66.0 66.0 66.0
No 102 34.0 34.0 100.0
Total 300 100.0 100.0
To take it forward and understand the willingness to buy and at what price the
consumers are willing to buy, researcher designed a questionnaire, to understand that if
the price of the packaged fruit juices are further increased, will they still prefer to buy?
To the astonishment of the researcher, the respondents answered this question very
positively. 198 respondents out of the sample size of 300 commented that if the
marketer increased the price of the packaged fruit juices then also they will continue to
buy.
While 102 respondents very emphatically concluded that if the prices are increased
further they will stop buying.
The question therefore to ponder for the marketer is what is that incremental price that
the consumer is ready and willing to pay, so that they continue buying?
Fig. 4.2.13
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, it is indicated that 66% respondents agreed to buy packaged fruit juices, irrespective of a rise in prices by various brands while 34% of them refused to buy packaged fruit juices if prices rose.
Table 4.2.14:
How important is Price while making purchase for pa ckaged fruit juice?
N % Percentage % Cumulative
Valid Very Important 62 20.7 20.7 20.7
Somewhat Important 78 26.0 26.0 46.7
Less important 137 45.7 45.7 92.3
Not at all important 23 7.7 7.7 100.0
Total 300 100.0 100.0
When the researcher through the questionnaire asked the respondents how important is
price for them when buying packaged fruit juices, 137 respondents felt and said it is less
important for them. However 78 felt it was important but to some extent and 62
respondents concluded it was of prime importance for them. A small part that is only 23
respondents felt it was not at all important.
Price is always value for money. If the marketer can reinforce the value the consumers
will derive out of buying and consuming packaged fruit juice, the safety, nutrition and
health benefits that consumers will inherit on consumption, we are sure price would no
long be a major consideration for them.
Fig. 4.2.14
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, it is indicated that most respondents
(45.67%) considered price as less important while 26% of them found it somewhat
important. The rest 20.67% opined that price was a very important factor and the rest
7.67 % did not feel price was important at all while making decisions on purchasing
packaged fruit juice.
B) Nutrition and freshness
Table 4.2.15
When purchasing packaged fruit juices, do you look for the nutrition values on its packing?
N % Percentage % Cumulative
Valid Yes 161 53.7 53.7 53.7
No 68 22.7 22.7 76.3
Sometimes 71 23.7 23.7 100.0
Total 300 100.0 100.0
Nutrition is very vital parameter for people consuming packaged fruit juices. Researcher
therefore wanted to understand how important are nutritional value for the consumers.
Moreover do consumers look at what are the nutritional values present in the product
and is it very clearly mentioned on the label.
Out of 300 respondents 161 of them felt that yes, nutritional values are very important to
them and that they read the label in detail to find out what are the components and how
much nutritional value will each of them provide when they consume it.
68 respondents said that it was not important to them however 71 respondents felt that
it is sometimes important for them and they look and read the label to find out the
values.
Fig.4.2.15
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, it is indicated that the nutritional values on
the cover of packaged fruit juices were considered important and 53.67% respondents
looked out for nutritional values while 22.67% did not look out for nutritional values and
the rest 23.67% seldom looked for it.
Table 4.2.16:
How important is the ‘freshness’ factor to you when buying a packaged fruit juice?
N % Percentage % Cumulative
Valid Very Important 270 90.0 90.0 90.0
Not so important 30 10.0 10.0 100.0
Total 300 100.0 100.0
Fig. 4.2.16
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, the freshness factor was taken into
consideration.
And as per the findings, 90% respondents considered freshness of packaged fruit juices
as very important while the remaining 10% did not find it to be very important.
Table 4.2.17:
How important is Expiry while making purchase for p ackaged fruit juice?
N % Percentage % Cumulative
Valid Very Important 299 99.7 99.7 99.7
Somewhat Important 1 .3 .3 100.0
Total 300 100.0 100.0
Since people who would be consuming packaged fruit juices will consume because of safety, health and nutrition, expiry factor will definitely be an important consideration, thought the researcher. Out of 300 respondents who were asked this question, a whopping 299 respondents said that expiry while making purchase for packaged fruit juice is a very important factor. Fig. 4.2.17
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, the manufacturing and expiry dates on the
packaged fruit juices were taken into consideration and it is indicated that 99.67%
respondents considered this information as being very important and should be
displayed on the packs of fruit juices, while a very small portion of 0.33% respondents
felt that it was somewhat important.
Table 4.2.18:
How important is Cleanliness while making purchase for packaged fruit juice?
N % Percentage % Cumulative
Valid Very Important 294 98.0 98.0 98.0
Somewhat Important 6 2.0 2.0 100.0
Total 300 100.0 100.0
Fig4.2.18
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, it is indicated that the cleanliness factor
was taken into consideration while purchasing packaged fruit juices. When taken a
survey, it indicated that 98% respondents considered cleanliness as the most important
factor while 2% felt that cleanliness was somewhat important.
Table 4.2.19:
How important is Pulp content while making purchase for packaged fruit juice?
N % Percentage % Cumulative
Valid Very Important 202 67.3 67.3 67.3
Somewhat Important 89 29.7 29.7 97.0
Less important 6 2.0 2.0 99.0
Not at all important 3 1.0 1.0 100.0
Total 300 100.0 100.0
When asked how important was pulp when buying packaged fruit juices. 202 respondents out of 300 said that presence of pulp in fruit juice is a very important factor. 89 respondents felt it is somewhat important and 6 people felt it is less important. Only 3 respondents reported that, to them the presence of pulp in the packaged fruit juices were not at all important. Fig 4.2.19
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, it is indicated that the pulp content in
packaged fruit juices were considered very important by 67.33% respondents, while
29.67% found it somewhat important, 2% as less important and 1% as not at all
important.
Table 4.2.20:
How important is Veg / non- veg while making purcha se for packaged fruit juice?
N % Percentage %
Cumulative
Valid Very Important 105 35.0 35.0 35.0
Somewhat Important 71 23.7 23.7 58.7
Less important 61 20.3 20.3 79.0
Not at all important 63 21.0 21.0 100.0
Total 300 100.0 100.0
Fig.4.2.20
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, it is indicated that 35% of respondents
considered the “Veg and non-veg” information as very important to be mentioned on the
pack of fruit juice. 23.67% of them found it somewhat important, while 20.33% found it
less important and according to the rest 21%, it was not at all important.
4. Brand Preference
Table 4.2.21
Which of the following brands do you prefer the mos t?
N % Percentage % Cumulative
Vaid Real 83 27.7 27.7 27.7
Tropicana 139 46.3 46.3 74.0
Mazza 31 10.3 10.3 84.3
Slice 9 3.0 3.0 87.3
Appy 9 3.0 3.0 90.3
Frooti 11 3.7 3.7 94.0
Mangola 8 2.7 2.7 96.7
Pulpy orange 10 3.3 3.3 100.0
Total 300 100.0 100.0
Fig.4.2.21
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, the preference for the brand name was
measured and it was found that the most preferred brand was Tropicana.
46.33% surveyed respondents preferred Tropicana, while 27.67% opted for Real,
10.33% for Mazza, 3.67% for Frooti, 3.33% for Pulpy orange and 3% for Slice.
Table 4.2.22:
How important is Brand ambassador while making purc hase for packaged fruit juice?
N % Percentage % Cumulative
Valid Very Important 91 30.3 30.3 30.3
Somewhat Important 74 24.7 24.7 55.0
Less important 129 43.0 43.0 98.0
Not at all important 5 1.7 1.7 99.7
1 .3 .3 100.0
Total 300 100.0 100.0
In order to understand how important is a brand ambassador for brand recall and or buying of packaged fruit juices, researcher incorporated this question in the questionnaire.
129 respondent out of 300 said that brand ambassador is less important to them when they buy packaged fruit juices while 91 of them thought and reported that it was very important for them.
74 respondents felt it is somewhat important while 5 said brand ambassador for this kind of products are not at all important to them, when they consider and buy packaged fruit juices.
Fig. 4.2.22
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, the preference for brand ambassador by
participants was taken into consideration. It revealed that 43% respondents considered
the brand ambassador as less important. 30.33% of them considered brand
ambassadors as very important, 24.67% considered them as somewhat important and
1.67 % considered brand ambassadors for packaged fruit juices as not at all important.
4. Loyalty and trust
Table 4.2.23
Are you a loyal customer towards the above mentione d brands?
N % Percentage % Cumulative
Valid Yes 198 66.0 66.0 66.0
No 102 34.0 34.0 100.0
Total 300 100.0 100.0
198 respondents out of 300 said that they are very loyal to the brands they consume while 102 said that they are open and consider different brand at times. This depends on environment at that time.
Fig. 4.2.23
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, the loyalty factor for packaged fruit juices
was measured. It showed that 66% of respondents were loyal to the brands when they
consumed packaged fruit juices, while 34% respondents were not brand loyal.
Table 4.2.24:
Have you ever had distrust about a packaged fruit j uice while purchasing?
N % Percentage % Cumulative
Valid Yes 137 45.7 45.7 45.7
No 159 53.0 53.0 98.7
4 4 1.3 1.3 100.0
Total 300 100.0 100.0
Fig. 4.2.24
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, it is indicated that 45.67 % respondents
has distrust on packaged fruit juices while purchasing them, while 53% respondents did
not have any distrust about packaged fruit juices.
Therefore, it was inferred that majority of them do not have trust issues with packaged
fruit juices. This is very important as Indian consumers normally prefer to see local
vendor making the juice and then consume it, as they feel it is fresh. But as per
packaged fruit juices, they are not aware as to when was it manufactured and packed.
So this is a crucial point to consider and keep in mind when marketing packaged fruit
juices.
Table 4.2.25:
If yes, what are the reasons for existing mistrust?
N % Percentage % Cumulative
Valid Artificial Flavouring 215 71.7 71.7 71.7
Preservative Inclusion
75 25.0 25.0 96.7
Brand Comparison 9 3.0 3.0 99.7
Family Routine 1 .3 .3 100.0
Total 300 100.0 100.0
Fig.4.2.25
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph, it indicates distrust by some respondents
about packaged fruit juices. The factors that triggered this distrust were artificial
flavouring that topped the list with 71.67% responses for the same, followed by 25%
responses for preservative inclusion, 3% for brand comparison and 0.33% as a family
routine.
5. Consumer Packaging Preferences
Table 4.2.26
How important is Packaging while making purchase fo r packaged fruit juice?
N % Percentage %
Cumulative
Valid Very Important 220 73.3 73.3 73.3
Somewhat Important
77 25.7 25.7 99.0
Less important 3 1.0 1.0 100.0
Total 300 100.0 100.0
Fig. 4.2.26
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph pertaining to study consumer buying
behaviour and perception towards packaged fruit juices, it is observed that 73.33%
respondents opined that packaging as a whole was a very important factor in deciding
about purchase of packaged fruit juices, while the rest 25.67% felt that it was somewhat
important and only 1% considered it as a less important factor.
Table 4.2.27:
What kind of container you prefer for your fruit ju ice?
N % Percentage %
Cumulative
Valid Glass/ Loose (from local)
43 14.3 14.3 14.3
Paper Packaged 177 59.0 59.0 73.3
Plastic Bottle Packaged
71 23.7 23.7 97.0
Metal 7 2.3 2.3 99.3
Tin 2 .7 .7 100.0
Total 300 100.0 100.0
The type of packaging also plays a vital role when it comes to convenience for consuming packaged fruit juices. Out of 300 respondent, majority of 177 respondent opined that they would like to use paper packaged container, while 71 felt they would prefer plastic bottles. Fig. 4.2.27
Source: Researcher‘s compilation from the study
Inference:
As per the scanned data in the above graph pertaining to study consumer buying
behaviour and perception towards packaged fruit juices, it is observed that a majority of
people (59%) prefer consuming fruit juices in paper packed containers, while 23.67%
of audience preferred consuming fruit juices in plastic bottles. The rest 14.33%
preferred glass/loose fruit juices i.e. freshly made fruit juices and the remaining 0.67%
of them preferred tin containers which could be canned fruit juices.
4.3 Analysis of hypothesis on consumer buying behav iour and perception towards packaged fruit juices.
HYPOTHESIS 1:-
Ho: There is no relationship between age and quantity bought.
Ha: There is a relationship between age and quantity bought.
Under what age bracket do you fall and quantity you prefer to buy?
Table: 4.3.1 Cross tabulation
Count
Quantity Bought?
Total
200-250 ml
(Tetrapack) 300ml 500 ml
bottle 1 litre
Under what age bracket do you fall?
18-25
72 26 23 25 146
25-30 46 22 19 10 97
30 above 21 4 12 20 57
Total 139 52 54 55 300
Interpretation :
The above stand data in the table pertaining to A STUDY ON CONSUMER
BUYING BEHAVIOUR AND PERCEPTION TOWARDS PACKAGED FRUIT JUICES IN
MUMBAI REGION shows that nearly 24 % prefer to buy 200 -250 ml tetra pack i the
age group of 18 to 25 .
Table: 4.3.2: Chi-Square Tests
Value Degree- freedom Asymp.
Chi-Square Pearson 19.623a 6 .003
Ratio of likelihood 19.371 6 .004
Linear-by-Linear 5.769 1 .016
Valid Cases- Frequency 300
Source : Researcher’s compilation of study.
Interpretation : As the significance level is 0.003 which is less than 0.01 at 6 degree of freedom this means that chi square test is showing association between age and quantity bought. At 99% confidence level, thus null hypothesis is rejected.
Table: 4.3.3 Correlation:
Symmetric Measures
Value Std. Errora Tb Sig.
Interval by Interval
.139 .061 2.421 .016c
Ordinal by Ordinal
.114 .060 1.973 .049c
N of Valid Cases 300
Interpretation :
As the significance level is 0.016 & it is between 0.0 – 0.4 Thus there exists a weak relation between the two.
As seen from the above symmetric measures tables that null hypothesis is rejected and there exists a weak relation between age and quantity bought.
A graphical representation in under mentioned
Fig. 4.3.1
The bar chart clearly shows what we inferred. 72 people in the age group of 18 to 25 prefer to consume and buy 200 to 250 ml tetra pack. It also showed that there is a weak relation between age and quantity bought.
HYPOTHESIS- 2:-
Ho: There is no relationship between income level and spending on packaged fruit juices.
Ha: There is a relationship between income level and spending on packaged fruit juices.
What is your monthly income? * How much you spend w eekly on packaged fruit juices?
Table: 4.3.4
Crosstabulation
Count
How much you spend weekly on packaged fruit juices?
Total
Less than Rs. 50
Rs.50- Rs.100
Rs. 100 - Rs. 500
Rs.500 – Rs. 1000
what is your monthly income?
<10,000 97 58 35 4 194
11,000-20,000
13 14 9 3 39
20,000-30,000
7 12 9 5 33
30,000-40,000
3 3 7 0 13
>40,000 5 6 7 3 21
Total 125 93 67 15 300
Interpretation :
The above stand data in table no 1.1 pertaining to A STUDY ON CONSUMER
BUYING BEHAVIOUR AND PERCEPTION TOWARDS PACKAGED FRUIT JUICES IN
MUMBAI REGION shows that nearly 32.33%% of the respondents who are having
monthly income less than Rs 10,000 spend less than Rs 50 weekly on packaged fruit
drinks & only 1% of customer earning more than Rs 40,000 spend Rs 500 -1000
weekly.
Table: 4.3.5 Chi-Square Tests
Value Freedom degree Sig. (2-sided)
Chi-Square Pearson 34.746a 12 .001
Ratio of likelihood 32.017 12 .001
Linear-by-Linear 22.164 1 .000
Valid Cases Frequency 300
Table: 4.3.5 Chi-Square Tests
Value Freedom degree Sig. (2-sided)
Chi-Square Pearson 34.746a 12 .001
Ratio of likelihood 32.017 12 .001
Linear-by-Linear 22.164 1 .000
Valid Cases Frequency 300
Source : Researcher’s compilation of study.
Interpretation :
As the significance level is 0.001 which is less than 0.01 at 12 degree of freedom this means that chi square test is showing association between income level & weekly spending on packaged fruit drinks. At 99% confidence level, thus null hypothesis is rejected.
Table: 4.3.6 Correlation:
Symmetric Measures
Value Std. Errora Tb Sig.
Interval by Interval .272 .057 4.884 .001c
Ordinal by Ordinal .278 .055 5.002 .000c
N of Valid Cases 300
Interpretation :
As the significance level is 0.001 & is between 0.0 – 0.4, there exists a weak relation between the two.
Fig. 4.3.2
HYPOTHESIS 3:-
Ho: Income level does not have an impact on customer perception towards nutrition value of packaged fruit drinks.
Ha: Income level does have an impact on customer perception towards nutrition value of packaged fruit drinks.
What is your monthly income? * When purchasing pack aged fruit juices, do you look for the nutrition values on its packing?
Table: 4.3.7
Crosstab
Count
When purchasing packaged fruit juices, do you look for the nutrition values on its
packing?
Total Yes No Sometimes
What is your monthly income?
<10,000 87 56 51 194
11,000-20,000
28 5 6 39
20,000-30,000
26 3 4 33
30,000-40,000
7 3 3 13
>40,000 13 1 7 21
Total 161 68 71 300
Interpretation :
The above stand data in table no 1.1 pertaining to A STUDY ON CONSUMER
BUYING BEHAVIOUR AND PERCEPTION TOWARDS PACKAGED FRUIT JUICES IN
MUMBAI REGION shows that nearly 29% of the respondents who are having monthly
income less than Rs 10,000 look for nutrition value & only 2.3% of customer earning
more than Rs 40,000 sometimes look for nutrition value.
Table: 4.3.8
Chi-Square Tests
Value Freedom degree Sig. (2-sided)
Chi-Square 24.343a 8 .002
Ratio 26.502 8 .001
Association 3.653 1 .056
Valid Cases 300
Source : Researcher’s compilation of study.
Interpretation : As the significance level is 0.002 which is less than 0.01 at 8 degree of freedom this means that chi square test is showing association between montly income & nutrition value of packaged fruit drinks. At 99% confidence level, thus null hypothesis is rejected.
Table: 4.3.9 Correlation
Symmetric Measures
Value Std. Errora Tb Sig.
Interval by Interval
-.111 .061 -1.920 .056c
Ordinal by Ordinal
-.183 .058 -3.216 .001c
N of Valid Cases 300
Interpretation :
As the significance level is 0.056 & is between 0.0 – 0.4. Thus there exists a weak relation between the two.
Fig. 4.3.3
HYPOTHESIS 4:-
Ho: There is no relation between gender and quantity bought.
Ha: There is a relation between gender and quantity bought.
What is your gender and quantity you want to buy? Table: 4.3.10
Crosstabulation
Count
Quantity you want to buy?
Total
200-250 ml (Tetrapack) 300ml
500 ml bottle 1 litre
What is your gender?
Male 92 39 26 29 186
Female 47 13 28 26 114
Total 139 52 54 55 300
Interpretation :
The above stand data in table no 1.1 pertaining to A STUDY ON CONSUMER
BUYING BEHAVIOUR AND PERCEPTION TOWARDS PACKAGED FRUIT JUICES IN
MUMBAI REGION shows that nearly 30.66% of the respondents who are male prefer to
buy 200 -250 ml Tetra pack & 8.67% females prefer to buy 1 litre pack of fruit juice.
Table: 4.3.11 Chi-Square Tests
Value Degree of freedom Sig. (2-sided)
Chi-Square 11.169a 3 .011
Likelihood 11.227 3 .011
Linear-by-Linear 5.685 1 .017
Frequency 300
Source : Researcher’s compilation of study.
Interpretation : As the significance level is 0.011 which is less than 0.05 at 3 degree of freedom this means that chi square test is showing association between gender & quantity of packaged fruit drinks preferred to buy. Null hypothesis is rejected at the confidence level of 95%.
Table: 4.3.12 Correlation Symmetric Measures
Value Std. Errora Tb Sig.
Interval by Interval
.138 .058 2.403 .017c
Ordinal by Ordinal
.127 .058 2.203 .028c
N of Valid Cases 300
Interpretation :
As the significance level is 0.017 & is between 0.0– 0.4. Thus there exists a weak relation between the two.
Fig. 4.3.4
HYPOTHESIS 5:-
Ho: There exists no relationship between educational qualification and importance level of cleanliness while purchasing packaged fruit drinks.
Ha: There exists a relationship between educational qualification and importance level of cleanliness while purchasing packaged fruit drinks.
What is your Educational Qualification? * How impor tant is Cleanliness while making purchase for packaged fruit juice?
Crosstab
Table: 4.3.13 Count
How important is Cleanliness
while making purchase for packaged fruit juice?
Total
Very Important Somewhat Important
What is your Educational Qualification ?
SSC 4 0 4
HSC 6 1 7
Graduation 218 3 221
Post graduation 66 2 68
Total 294 6 300
Interpretation :
The above stand data in table no 1.1 pertaining to A STUDY ON CONSUMER
BUYING BEHAVIOUR AND PERCEPTION TOWARDS PACKAGED FRUIT JUICES IN
MUMBAI REGION shows that nearly 72.67 % of the respondents who are graduates
consider cleanliness as a very important factor while purchasing packaged fruit juice &
2% costumer consider cleanliness as somewhat important factor.
Table: 4.3.14 Chi-Square Tests
Value Degree of freedom Sig. (2-sided)
Pearson 6.245a 3 .100
Ratio 3.279 3 .351
Linear-by-Linear .002 1 .962
Valid Cases 300
Source : Researcher’s compilation of study.
Interpretation :
As the significance level is 0.100 which is equal to 0.1 at 3 degree of freedom this means that chi square test is showing association between educational qualification & cleanliness of packaged fruit drinks. At 90% confidence level, thus null hypothesis is rejected.
Table: 4.3.15 Correlation Symmetric Measures
Value Std. Errora Tb Sig.
Interval by Interval
-.003 .076 -.047 .962c
Ordinal by Ordinal
.001 .079 .025 .980c
N of Valid Cases 300
Interpretation : As the significance level is 0.962 & is between 0.7 – 1.0 Thus there exists a Very strong relation between the two.
Fig. 4.3.5
HYPOTHESIS 6:-
Ho : There exist no relation between profession and the consumption level of packaged fruit drinks.
Ha : There exist a relation between profession and the consumption level of packaged fruit drinks..
How often do you have fruit juice? * What is your p rofession?
Crosstab
Table: 4.3.16 Count
What is your profession?
Total
Student Service Housewif
e Busines
s
How often do you have fruit juice?
1-3 times 82 37 8 0 127
4-6 times a week 16 18 4 4 42
More than 6 times in a week
10 7 0 0 17
Rarely (fortnightly) 75 34 4 1 114
Total 183 96 16 5 300
Interpretation :
The above stand data in table no 1.1 pertaining to A STUDY ON CONSUMER
BUYING BEHAVIOUR AND PERCEPTION TOWARDS PACKAGED FRUIT JUICES IN
MUMBAI REGION shows that nearly 42.33 % of the respondents have fruit juice 1- 3
times in a week & 38% have fruit juice rarely.
Table: 4.3.17 Chi-Square Tests
Value Freedom degrees Sig. (2-sided)
Pearson 28.415a 9 .001
Likelihood 23.794 9 .005
Linear-by-Linear .592 1 .442
Frequency 300
Source : Researcher’s compilation of study.
Interpretation :
As the significance level is 0.001 which is less than 0.01 at 9 degree of freedom this means that chi square test is showing association between profession & intake of packaged fruit drinks . At 99% confidence level, thus null hypothesis is rejected.
Table: 4.3.18 Correlation
Symmetric Measures
Value Std. Errora Tb Sig.
Interval by Interval
-.044 .052 -.769 .443c
Ordinal by Ordinal
-.017 .056 -.289 .773c
N of Valid Cases 300
Interpretation : As the significance level is 0.443 & is between 0.4 – 0.7 Thus there exists a moderate relation between the two.
Fig. 4.3.6
Based on consumer preferences from the above findings, it was observed that a
majority of consumers 46.33% preferred Tropicana as their most preferred brand in the
area of packaged fruit juices. Therefore, it was essential to find out the effects
Tropicana had on consumers and the ways the brand posed itself differently to create
an impact in its audience’s minds.
1.3 About Tropicana
Tropicana was born as a brand in an American multinational company which primarily
makes soft drinks. It is been owned by PepsiCo. Over a period of time it has emerged
as the largest manufacturer of packaged fruit juices through out the world As it comes
from a large multinational company their marketing is very strong. It launches
and promotes its products very aggressively in the market place across the globe.
PepsiCo uses its marketing muscle and does great advertising and an integrated
marketing communication strategy. They promote their products both online and offline.
TV advertisement, magazines, Internet is the media used extensively.
Tropicana provides sponsorships for different events. Tropicana had approx 32%
market share in the year 2004 and is growing strongly.
Tropicana uses innovative packaging, this helps retain the freshness in their juices.
In India Tropicana fruit juices are sold in around 18 cities. They have a great distribution
network, professional manufacturing process catering to good manufacturing practises,
regulatory requirements are met. This helps Tropicana maintain the best quality in the
packaged fruit juices category products.
Research has shown that orange juice as a main fruit is essential for good health. It was
first introduced by Tropicana and made a great impact in the market. It also came up
with new fruit flavours .Packaged fruit juice drinks are targetted at children, women and
older adults.
Tropicana wants to launch the entire product line and extensions of various fruit juices
in India, they announced.
Tropicana is positioned as a brand in the health category. They took celebrities who
were in the health and nutrition sector to promote their brands. Celebrities like Anjali
Mukherji, Vandana Luthra etc recommended the brand to their upwardly mobile
clientele.
Many renowned health clubs recommend Tropicana juices across the country.
Company Product Analysis
Tropicana manufactures and markets various kind of fruit juices, starting from orange to
grapes. Their website states that they have 70 varieties of packaged fruit juices. Some
of them are under mentioned.
Orange Juice
Grapefruit
Tropicana Essentials
Chilled Juices and Juice Beverages - Assorted
Refrigerated Juice Drinks
Non- Refrigerated Juices
Tropicana Fruit Smoothies
Price Ranges
Table 4.4.1
Size Net Weight Price
Original Orange 150 ml Rs. 15/-
1 Litre Rs. 60/-
Smooth Orange 150 ml Rs. 15/-
1 Litre Rs. 60/-
Advertising Message
The creative message elements of the new re-launch campaign are based on rational
appeals and include the following punch lines.
“Just As Nature Intended”
It takes at least 12 oranges to make just one litre. Plus you can choose between
"bits" and "no bits"; original and smooth.
“Nothing Added, Nothing Taken Away”
We take pride in using only the sweetest, juiciest fruit from select orange
varieties ripened by natural rainfall and the warmth of the sun. Picked at perfect
ripeness in the middle of the growing season, we harvest what is known as
'centre cut' for mouth-watering flavour and freshness. It's no wonder that glass
after glass, Tropicana tastes so good.
Promotional Mix
The re-launch campaign was primarily built around print advertising. The main focus
was to promote the re-launched brand and to get the advertising message across to the
target market.
Part of Urban living
Today consumers want to drink better quality fruit juices. Health and nutrition are very
important to them. When they buy fruit juice products they specifically look for juices
which are 100% fruit juice. The nutrition and vitamins in the juices are very important to
them. They read the label and the pack to look for ingredients in the juice and how
these can help them stay healthy. For majority of consumer orange juice is the most
preferred.
In recent times the market for packaged fruit juice has grown very well. It has doubled in
nearly two years. The new introductions have been choices that consumer wants like
low sugar content, high in vitamins and minerals, less carbohydrate etc. Marketers are
launching new varities, few of which are going to be alternatives for alchoholic drinks.
Packaging of Tropicana and related responses
Tropicana uses fancy packing which is simple and convenient. It is attractive and the material used helps to keep the juice fresh. The brand adapted was driving new product and flavour development.
Packaging is getting innovative. Manufacturers are responding to consumers request for
lowering prices by offering smaller packs.
Tropicana promoted the brand very strongly by investing a large budget in their TV
advertisement. They highlighted the ingredients used in the juice and made a mark in
the customers mind. This advertisement helped Tropicana in reinforcing their market
positioning and also helped them differentiate from their competitors.
Analysis of Actual Market Scenario – Tropicana v/s Real
It has been seen that orange fruit juice has a great market penetration. The biggest
competitor of Tropicana is Dabur’s Real fruit juice.
Real as a brand targets mothers and children and are positioning it as a family
consumption product Real was launched in the year 2002 and is targeted asa health
drink to consumers who are health freaks.
Real fruit juice plans to increase by 40% its advertising campaigns and spending.
Today, the advertising and marketing budget of the brand is quiet decent. The company
is targeting to increase its in the home consumption. Below is a comparative study of
Tropicana v/s Real which can ascertain the most wanted brand for fruit juices and the
popular brand in terms of market share.
Vision
Tropicana: To become world’s premier beverage industry and thereby creating healthy financial rewards and growth.
Real: To provide largest range of refreshing, preservative free fruit beverages for the health and well being of every household.
The Strategic Intent
Tropicana focused on its commitment for promoting health and wellness and focusing on product formulation.
1. The World's No.1 Juice Brand
2. Ready to serve fruit beverage with no added preservatives
Variants: Fruit beverages include Orange, Cranberry, Apple, Mixed fruit, Pineapple,
Mango, Guava, Litchi, Tomato, Grape, Pomegranate and 100% Tropicana Variants.
Nutrition claims: 100ml of juice contains Energy - 48kcal, Sugars - 13g (including
natural fruit sugars), Protein- 0.1g, Fat- nil
Real focused on its competency for strong product portfolio and developing niche business backing it up with Ayurvedic foundation.
1. 100% Juice
2. No added sugar and preservatives
3. Low in sodium
Variants: Orange, Carrot juice, Multi-fruit, Apple, Mixed Fruit Spinach & Cucumber
Juice, Mixed Fruit Beetroot Carrot Juice and Real ActiV+ fibre variants.
Nutrition claims: 100ml of juice contains Energy - 48kcal, Natural sugars - 12g,
Protein- nil, Fat- nil
These juices which sell on the basis of good quality nutrition are fairly good when
compared to the fizzy drinks and other non fruit beverages.
The range is definitely appetizing especially when they are tagged as ‘natural and
sugar free'. They can awaken the taste buds, making it a perfect refreshing drink at
anytime in the day. They are certainly an "on-the-go" choice, keeping one hydrated at
all times while offering the complete goodness of the juice.
Market Survey and Analysis
PepsiCo’s Tropicana in juice market has faced a daunting challenge from Dabur's Real
brand. Dabur’s has staggering 60% market share in the industry whereas, as of now
Tropicana stands at meagre 20%. Therefore, it is clear that Real is well ahead in terms
of market presence where Tropicana is lagging.
According to survey done by AC-Nielson, out of 60,000 shops Tropicana is present
only in 12000 shops and price of knowing the name of shops cost 12 Lakhs to the
company. The need of this project was felt as company wanted to depict the real market
scenario from quality man power, free from any biases and presenting the grass root
level reality of the product’s presence in Delhi region. After taking the
feedback/suggestions from summer trainees they worked on their softspots. Secondly,
company requires to formulate sales strategies to increase their sales by leaps and
bounds. This requires Tropicana to increase its appeal and value.
Comparative Industry Analysis of Tropicana and Real
The packaged fruit juice market is estimated to be growing annually at a CAGR of
approx 25%, with Tropicana and Real, holding 40% market share each. Three types of
categories are available.
The real scenario indicates that though it is pegged at Rs 1,100 crore, the juice market
today is growing at 25% year-on-year. Dabur was a leader by far for the six-month
period from April to September of 2012 with a 52% share; Tropicana followed with 38%.
The juices category is different from the ready to-drink segment, which has brands like
Frooti, Slice and Maaza.
According to a comparative study of Tropicana against Real fruit juice in Dehradun city,
40% of respondents were aware about Tropicana as a fruit juice brand while 35% were
aware of Real as a fruit juice brand and the rest 25% knew about the other brands.
Maximum respondents were aware of Tropicana juice, which made Tropicana well
known in the city compared to other brands.
Also, the below medium of advertising were most effective when asked about their most
preferred medium of buying.
Table 4.4.2
The two brands, Tropicana and Real were rated as per consumer preferences of which
55 % respondents preferred Tropicana juice .
When it comes to real fruit juice, it indicated that 62% agreed with Real as a good fruit
juice brand while the rest did not agree with Real as a juice brand.
Table 4.4.3
Table 4.4.4
When asked about any kind of improvements, in the fruit juice for the two brands, it was
Tropicana that got a feedback on a few improvements based on price, number of
flavours, taste and most importantly the availability of the brand. The responses of
participants are depicted in the following graph and table.
Table 4.4.5
Fig. 4.4.1
When asked about rating on the service received by Tropicana to the retailers, it
showed that 15 % of respondents found its services very poor, 20% found it poor, 55%
found it good while 10% found it excellent as shown in the below table and graph.
Table 4.4.6
Fig. 4.4.2
The responses for real fruit juice indicated that 12% respondents found the services
very poor, 22% respondents found it poor, 62% found it good, and 4 % found it
excellent. As shown in the below table and graph.
Table 4.4.7
Fig. 4.4.3
Therefore, 62% retailers say good for Real fruit juice services and 55% for Tropicana.
But the rating that Real fruit juice has captured for poor and very poor by retailers is also
high as compared to Tropicana.
Based on the above questions posed to the consumers of Dehradun city and the
retailers there, it is clear that the liking, awareness and impact that Real captures from
its audience is at a much higher rate as compared to Tropicana.
However, a benefit of doubt can be given to the brand Tropicana as it is a foreign brand
as well as the consumption pattern of consumers in Dehradun, which is developed but
not urbanised as compared to metro cities stays as a drawback
It also depicts that when a survey was taken in a metro city like Mumbai, Tropicana
topped the list while in a non-metro city like Dehradun, people still weren’t totally
exposed to Tropicana as a fruit juice brand due to many factors like exposure,
availability, advertisements, etc. as observed from the survey.