Research Project - Impacts of Commercial Health Drinks

7/31/2019 Research Project - Impacts of Commercial Health Drinks

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Submitted in

Partial Fulfi l lment of the Requirement of

Degree of

Master of Business Administration

Submitted to : Submitted by :

Dr. dilip singh Jyoti Hooda [MBA 5.8]

Roll no - 7053

M.D. UNIVERSITY, ROHTAK, HARYANA [INDIA]

MAY, 2012


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TABLE OF CONTENTS

SERIAL NO. TITLE

1) INTRODUCTION 1

1.1) Major players in health drinks segment

1.2) Study of GROWTH OF HEALTH DRINK MARKET

1.3) Advertisement role in todays time

2) OBJECTIVES OF THE STUDY 4

3) RESEARCH DESIGN 5

4) LITERATURE REVIEW 7

5) RESEARCH METHODOLOGY 9

2.1) Sampling Technique used

2.2) Selection of Sample Size

2.3) Sources of Data collection

2.4) Statistical Tools Used

o DATA ANALYSIS AND FINDINGS 12

o LIMITATION OF THE STUDY 50

o CONCLUSION 51

o ANNEXURE 53

Questionnaire


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IntroductionHealthy DrinksAs important as eating the right food is to staying healthy, so is drinking the right

things. Our body needs fluids to function properly and even stay alive. We can live

without food for up to a month but, without fluids, survival is drastically reduced

to just a few days.

Juice

100% fruit juice has the added benefit of being full of the vitamins that arenaturally found in fruit, such as vitamin C and folate. However, fruit juices can be

high in sugar so it might be an idea to dilute the juice with water. Start with 25

percent water and 75 percent juice, then slowly increase the percentage of water

to 50 percent. Or try mixing juice with seltzer water for a fizzy treat.

Vegetable juice a great low-calorie choice that offers antioxidants, such as

vitamins A and C. it also contains other nutrients such as lycopene, which has been

linked to a reduced risk of prostate cancer.

The Health food drinks category consists of white drinks and brown drinks. Southand East India are large markets for these drinks, accounting for the largest

proportion of all India sales. The total market is placed at about 90,000 ton and is

estimated to be growing at about 4%. These Malt beverages, though, are still an

urban phenomenon.

White drinks account for almost two-thirds of the market. GSK Consumer

Healthcare products (Horlicks) is the market leader in the white malt beverages

category with a 60.7% overall market share. Heinzs Complan comes in second (inthis segment, third overall) with a market share of 12-13%. Market leader GSK

also owns other brands such as Boost, Maltova and Viva.

Currently, brown drinks (which are cocoa-based) continue to grow at the expense

of white drinks like Horlicks and Complan. The share of brown drinks has

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increased from about 32% to 35% over the last five years. Cadburys Bournvita is

the leader in the brown drink segment with a market share of around 15%.

Other significant players are Nestls Milo and GCMMFs Nutramul.

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.

Inhome 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.

Hence, Advertising is generally thought to have a current-period influence on

sales, called the current effect, and a long-term influence beyond the current

period, called the long-term or carryover effect.

Advertising has become so integral part of our life & society that we cannot

imagine any event, newspaper, magazine, TV serial, Cinema etc. without

advertising. Advertising is a vital marketing tool as well as powerful

communication medium. The basic objective of any advertisement is to stimulate

sales, direct or indirect by trying to make tall claims about product performance.

The marketing strategies are communicated at a grassroots level, as opposed to

traditional channels (such as television, radio, magazine, and outdoor

advertising), because companies are looking for one-on-one relationships

gained through events, extreme sports sponsorships, Internet interactions, text

messaging, and communication among users on Internet sites such as MySpace

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and Facebook . For example, the Monster brands ambassadors give away free

samples at sporting events, concerts, and other teen venues.

The psychological effects of advertising.

Advertising is a form of communication which is intended to sway people in a

particular direction, to influence the audience to purchase a product or service.

There is a tacit understanding of this fact on the part of the audience, but this

does not mean that the people in the audience--whether it be for television,

magazines, books, or newspapers--are able to control fully their own reactions.

Advertising operates on many different levels, and there are subliminal messages

in advertising that influence the thinking of the public. Many of these messages

are certainly inadvertent, deriving from the prejudices and attitudes that areprevalent in a society at a given time. However, many others are intentional,

designed to attract the viewer and to guide his or her thinking into certain

channels for the furtherance of the major aim of advertising--the sale of the

product. India, the worlds largest malt-based drinks market, accounts for 22% of

the worlds retail volume sales. These drinks are traditionally consumed as milk

substitutes and marketed as a nutritious drink, mainly consumed by the old, the

young and the sick.

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Objectives

The objective of this research is

Primary objective

To determine the impact of health drinks commercials on the purchase of

health drinks

Secondary objectives

To analyze the consumer behavior towards the advertisements of health

drinks.

To identify the factors that influences a person in making a decision to buy

a certain brand of health drink.

To know the age group of mass consumers of health drinks.

To know the perception of people towards the leading brands of Health

Food Drink

To determine the most preferred quantity in health drink category.

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Research Design

The area of our research is to study how advertising has an impact on

impressionable minds of the consumers in making the choices in Health Drinks &

how its impact on the sales of health drinks. Advertising comes in different forms

such as television, print, radio & internet. So using such various communicating

devices how the products are advertised to the so called new segment in the

market. Our research project usually deals with various studies about the nature

of the consumers, their likes & dislikes, friends role in the decision making & the

influence of advertising on the buying habits. The data collection was done using

convenience sampling in the form of questionnaire & personal interview. We hadused various secondary sources for gathering data related to the research report

like internet and published reports etc. Analysis of data has been done using

quantitative methods such as Arithmetic mean. Those analyzed facts & findings

are presented in different forms for ease of understanding by use of pie charts,

chronological order.

On the basis of fundamental objectives of the research we can classify research

design into two general type:

Exploratory Research:

Convenience samplingtechnique: 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.

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.

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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 varies with income, age, etc.

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Literature reviewIndian health drinks market is still in its infancy due to the lack of

awareness among the population. In value terms, the health food drink market is

around Rs 1, 400 crore and in volume terms around 65,000 tonnes per annum.

GlaxoSmithkline (GSK) with four brands -horlicks, Boost, Viva and Maltova - is the

leader in Indian health drink market. Complan, GluconD from Heinz India and

Cadbury India's Bournvita are also popular among the Indian health drink brands.

According to retail audit unit ORG Marg, GSK with four brands in the

category Horlicks, Boost, Viva and Maltova - has a 70 per cent volume market

share and Complan's share is 13 per cent.No doubt, Horlicks is the leading health

drink brands in India since 1930, immediately after its launch in the country.

Horlicks is sold in a number of countries across the world. In different countries,

the product has different formulations in order to cater to varying consumer

segments and serve different consumer needs. In India, the Horlicks available has

been scientifically developed and specifically caters to the nutritional needs of the

Indian diet. It helps meet the requirements of essential nutrients in children, such

as iron and vitamins that aid iron absorption. Boost is health food drink (HFD),which is positioned on the energy platform in India. Developed by the Indian R&D

team in 1974, and launched in 1975-76 in Kerala, Boost has been one of the

fastest growing brands in the Indian GSK Consumer portfolio. Realizing that the

energy segment had a huge potential, GSK India launched the brand as the

'Vitaminised Energy Fuel' with a unique chocolate taste. The brand was launched

nationally in the early 80s and has always been targeted at 8-14 year old boys.

This is the section of population most enthusiastic about sports, and also with

high-energy needs, in India. According to GSK sources, Viva is based on the beliefthat a good start to the day ensures that rest of it goes well too. New Viva is Vita

health, combination of nine essential vitamins (vitamin A, C, D, B1, B2, B6, B12,

Niacin and Folic acid), Iron, Phosphorus and Calcium. Viva contains a natural

goodness of milk, wheat and malted barley. Maltova, a chocolate health food

drink, was acquired from Jagjit Industries in Feb 2000. According to GSK official

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sources, to kids Maltova is the fun health drink, which is extremly tasty and makes

nourishment truly enjoyable and exciting. It was relaunched in June 2002 with an

enriched formulation and improved packaging. The relaunched Maltova had

active rechargers, a combination of essential vitamins, minerals and

carbohydrates. Maltova has again been restaged in November 2004, with an

attractive new packaging that connotes an extremely high taste appeal and a

sense of fun and excitement.

American foods major H J Heinz's Indian arm Heinz India has a strong market

presence with brands like Complain and Glucon-D. Complan contributes 40 per

cent to Heinz's sales. Heinz's most profitable products are Complan and GluconD.

Even Glucon D has shed its health tag and repositioned itself as a fun drink. In

2001, Heinz launched a slew of new products - coffee flavoured Complan.Complan is ideal for convalescents and the elderly - complete nutrition when

you're off your food, pregnant and nursing mothers provides vitamins and

minerals necessary for good health, busy people - a satisfying lunchtime snack at

home or at work, athletes - who require fluid, carbohydrate and high quality

protein without the bulk of solid food.

In early 1990s Cadbury reentered the health drink market with Bournvita, the

product of essential vitamins and minerals with memorable campaigns based onthe 'Tan ki Shakti, Man ki Shakti'. The next big breakthrough happened in 1999

when the brand was re-launched with a new RDA Balanced Formula. The brand

was re-launched with a completely new identity in 2001. Bournvita has a unique

taste that combines the goodness of malt and chocolate. It gives the child physical

and mental alertness resulting in a healthy body and an active mind. In 2001

Bournvita, complete with new packaging and design was re-launched. A loyalty

programme, in the form of a Bournvita Nutrition Centre, dedicated to counseling

mothers on her child's daily nutritional needs was opened. Cadbury Bournvita hasbeen advertising since the 1970s. In the early years the positioning centred on

'Good upbringing' with Bournvita being an essential building block for children. In

the 1980-82 years it was 'Goodness that grows with you'. By 1987, it had become

the more aggressive 'Brought up right, Bournvita bright'. In the last decade of the

20th Century, competition between children was becoming intense and Bournvita

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was there with its 'Extra energy to stay ahead'. In the 1992-95 period 'Shakti har

din ke champion ki' (Energy for the everyday champion) was its payoff line. In

2000, 'Bournvita poshan, sahi poshan' (Bournvita nutrition, right nutrition)

encouraged consumption. In the following year 'Confidence kuch kar dikhane ka'

(Confidence to achieve) became the reason to buy. The current Cadbury

Bournvita positioning suggests that it contains specific ingredients that augment

stamina and concentration in children. In spite of the fact that our health drink

market is flooded with newer fun drinks for kids, Cadbury Bournvita has made a

niche for itself as a drink for children who are mentally and physically active.

Every bright and sportive kid down the block MUST be drinking Cadbury

Bournvita. In fact nobody would have forgotten the jingle screaming BOURN VI

TA!!

The ads had very cleverly promoted this drink for intelligent school kids through

organising the famous Bournvita Quiz Contest between different schools. This was

a fantastic gimmic on television, which had caught on so well, that even adults

would spare some time to watch it without fail. The Quiz Master Derek OBrian

was loved by all, the young and the old alike. This Advertising concept was so

successful, that they even came out with the Bournvita General Knowledge Book

(a mini encyclopedia)

This famous Cadburys drink is something you have to savour to know its taste. Its

taste is so unlike any other drink. For todays kids who detest milk in its pure state

unless flavored, this is an ideal drink. It has its own unique flavor, and the taste is

rich and full-bodied.Its so easy to prepare, just instant mix it into your milk. Even a

child can manage this for himself when he is in a hurry to run off to play ! I have

known kids to just scoop up a spoonful of Bournvita fine granules into their

mouth and crunch away happily...goes to prove its taste bud friendly value forkids. And kids are very discerning little people.

Then again, its Cadburys, a quality product promising your kids a life full of

vitality and vigour! Keep them happy and let them drink to their health and

happiness

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Methodology

SAMPLING TECHNIQUE USED:

This research has used convenience sampling technique.

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 50 has been taken into consideration.

SOURCES OF DATA COLLECTION:

Research will be based on two sources:

1. Primary data

2. Secondary data

1) PRIMARY DATA:

Questionnaire: Primary data was collected by preparing questionnaire and the

people were randomly being requested to fill them.

2) SECONDARY DATA:

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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

Analysis techniques

1. Analysis techniques used have been on SPSS and the test was performed to

ascertain the factors influencing consumer decision while buying health

drink.

2. Factor analysis test have been conducted to discern out of the various

factors which influence the buying habbit of the consumers.And correlation

test to find out the various reasons for purchasing any particular brand of

health drink

3. One way annova test on various variables.

4. T test between various variables and age groups.


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Data Analysis1) Do you think health drinks are important for the children?

Valid Frequency Percent Valid Percent Cumulative Percent

yes 41 82.0 82.0 82.0

no 9 18.0 18.0 100.0

Total 50 100.0 100.0

82%

18%

yes

No

ANALYSIS:

From the survey it was found that amongst 50 respondents.

a) 82% of the respondents say health drinks are important for children.b) 18% of the respondents say health drinks are not important for children.

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2) Do you use liquid or powdered health drink?

ValidFrequency Percent Valid Percent Cumulative Percent

liquid 21 42.0 42.0 42.0

powdered 14 28.0 28.0 70.0

both 15 30.0 30.0 100.0

Total 50 100.0 100.0

42%

28%30%

0%

5%

10%15%

20%

25%

30%

35%

40%

45%

LIQUID POWDERED BOTH

ANALYSIS:


a) 42%of the respondents consume liquid health Drinks.b) 28% of the respondents consume powdered health Drinks.c) 30% of the respondents consume both liquid and powdered health Drinks.

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3) Which brand do you prefer?


horlicks 9 18.0 18.0 18.0

amul cool 6 12.0 12.0 30.0

bournvita 19 38.0 38.0 68.0

tropicana fruit juice 8 16.0 16.0 84.0

maaza 8 16.0 16.0 100.0

Total 50 100.0 100.0

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

Horlicks Amul cool Bournvita Tropicana

fruit juice

Maaza

18%

12%

38%

16% 16%

ANALYSIS:


a) 18% of the respondants prefer buying Horlicksb) 12% of the respondants prefer buying amul coolc) 38% of the respondants prefer buying bournvitad) 16%of the respondant prefer buying tropicana juicee) 16% of the respondant prefer buying maaza


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4) What are the occasions when you use health drinks?


regularly,all year around 13 26.0 26.0 26.0

regularly,only in summer 14 28.0 28.0 54.0

occasionally,all year around 19 38.0 38.0 92.0

occsionally,only in summer 4 8.0 8.0 100.0

Total 50 100.0 100.0

26%

28%

38%

8%Regularly,all year

aroundRegularly,only in

summerOccasionally,all year

aroundoccasionally ,only in

summer

ANALYSIS:

From the survey it was found that amongst 50respondents.

a) 26% of the respondents mostly consume health drink regularly, all year around.b) 28% of the respondents mostly consume s health drink regularly, in summer only.c) 38% of the respondent mostly consumes health drink occasionally, all year around.d) 8% of the respondant mostly consume health drink occasionally, only in summer.

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5) Do you serve any health drink to your guest?


yes 32 64.0 64.0 64.0

no 18 36.0 36.0 100.0

Total 50 100.0 100.0

64%

36%

yes No

ANALYSIS:


a) 64% of the respondents serve healthdrinks to the guests.b) 36% of the respondents dont serve any health drinks to their guests.

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6) What all nutrients should a health drink provide? Rate these on the scale

1(strongly agree) to 5(strongly disagree)

0%

20%

40%

vitaminsMinerals

Both vitaminsand minerals no nutrient

preffered

20%

32%30%

18%

Frequency Percentage

Vitamins 10 20%

Minerals 16 32%

Both vitamins and

minerals

15 30%

No nutrient preferred 9 18%

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7) Do you buy health drink just because they are attracted by the free gifts

and lucky draws and other special offers available with it?


yes 13 26.0 26.0 26.0

no 37 74.0 74.0 100.0

Total 50 100.0 100.0

26%

74%

yes

No

ANALYSIS:


a) 26% of the respondents buy health drink just because they are attracted by the freegifts and lucky draws and other special offers available with it .

b) 74% of the respondents do not buy health drink just because they are attracted by

the free gifts and lucky draws available with it .

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8) Do you prefer buying health drink because your favorite celebrity or

cricketer endorsing the ad for that brand?


yes 22 44.0 44.0 44.0

no 28 56.0 56.0 100.0

Total 50 100.0 100.0

44%

56%

Yes

NO

ANALYSIS:


a) 44% of the respondents prefer buying health drink just because their favoritecelebrity or cricketer endorsing the ad for that brand.

b) 56% of the respondents dontprefer buying health drink just because their favoritecelebrity or cricketer endorsing the ad for that brand

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9) What are the factors that led you to choose the above mentioned

brand? listed below are some factors, rank them from 1 (most preferred)

to 6 (least preferred)

Cost

Flavour

Nutrient

Advertisement

Neighbours and friends

Branding and pakaging

TABLE A

Descriptive Statistics

Mean Std. Deviation Analysis N

does cost led you choose the above

mentioned brand?

3.0200 1.28556 50

does flavour led you choose above

mentioned brand?

2.6400 1.15635 50

does nutrient led you choose the

above mentioned brand?

2.2400 1.15281 50

does advertisement led you choose


1.9600 1.04900 50

does neighbour and friends led you

choose above mentioned brand?

3.5200 1.29741 50

does packaging led you choose the


2.9400 1.33110 50

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Interpretations on the basis of above table

Descriptive statistics are designed to give information about the distribution of the

variables.

Through descriptive statistics it is found out that which factors inluence

consumers most while purchasing the preferred health drink,

The mean value of advertisement factor is 1.9600 means most of the

respondants are inluenced by the advertisemant and they are strongly agreed

that advertise ment led them to choose their preferred brand of health drink.

Flavour, nutrients and packaging factors mean value is 2.6400, 2.2400

and2.9400 respectively. Hence, the respondents are also agreed or neutral

with these factors that they led them to choose the brand.

The mean value of cost of health drink and neighbour and friend are

3.0200,3.5200 respectively.it implies that cost of the health drink and

neighbour does not affect the consumer decision that much as compared to

other factors. \

Ultimately, Consumers are mostly influenced by the advertisementsfollowed by the flavour, nutrients in the brand and the packaging and

branding of health drink.

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TABLE B

Correlation Matrixdoes cost

led you

choose the

above

mentioned

brand?

does flavour

led you

choose

above

mentioned

brand?

does nutrient led you

choose the above

mentioned brand?

Correlation does cost led you

choose the above

mentioned brand?

1.000 .376 -.196

does flavour led you

choose above

mentioned brand?

.376 1.000 -.026


choose the above

mentioned brand?

-.196 -.026 1.000

does advertisement

led you choose above

mentioned brand?

-.045 -.231 .109

does neighbour and

friends led you choose

above mentioned

brand?

-.104 -.267 .010

does packaging led

you choose the abovementioned brand?

.239 -.054 .236

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TABLE C

Correlation Matrix

does

advertiseme

nt led you

choose

above

mentioned

brand?

does

neighbour and

friends led you

choose above

mentioned

brand?

does packaging

led you choose

the above

mentioned

brand?

correl

ation

does cost led you choose

the above mentioned

brand?

-.045 -.104 .239


choose above mentioned

brand?

-.231 -.267 -.054


choose the above

mentioned brand?

.109 .010 .236

does advertisement led

you choose above

mentioned brand?

1.000 .121 -.031

does neighbour and



.121 1.000 .290

does packaging led you

choose the above

mentioned brand?

-.031 .290 1.000

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Interpretation on the basis of table B and C

A correlation is a single number that describes the degree ofrelationship between two variables.

Correlation matrix shows the correlation within and with other

factors which induce the consumers in choosing the brand.

The value of correlation is between -1 to 1.

The correlation of factor with itself is called perfect correlation as r = 1.

The cost has positive correlation with flavour and packaging as r =.376,

.239, it means if one variable increases in value, the other variable also

increases.

Cost is negatively correlated with nutient, advertisement and influence

of friende and neighbours as the value of r=-.196,-.045,-.104

respectively.

Hence, it implies that if one factor or variable decreases, the other

variable will also decrease.

In this way, other variables correlation with each other has also given

in the table as they reflect the characteristics of different type of data.

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KMO and Bartlett's Test

Kaiser-Meyer-Olkin

Measure of Sampling

Adequacy.

.403

Bartlett's Test of

Sphericity

Approx. Chi-Square 29.998

df 15

Sig. .012

Kaiser-meyer-olkin is a measure of whether your distribution of values is

adequate for conducting factor analysis. Here the value of KMO is .403

Barletts Test of Sphericity is a measure of the multivariate normality of the

set of distribution. It also tests whether the correlation matrix is an identity

matrix.here the significance value of TEST is 0.12.

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Interpretations on the basis of Scree Plot

A scree plot is a plot of eigenvalues in a factor analysis that is often used

to determine how many factors to retain for rotation (Eigenvalues means

the proportion of variance explained by each factor)

SPSS default is to select and rotate any factor with an eigenvalue greaterthan 1.

On the basis of scree plot only three (3) factors are selected for rotation.

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TABLE D

Component MatrixaComponent

1 2 3does cost led you choose the above mentioned

brand?

-.587 .565 -.261

does flavour led you choose above mentioned

brand?

-.762 .197 .242

does nutrient led you choose the above

mentioned brand?

.366 .252 .853

does advertisement led you choose above

mentioned brand?

.463 -.065 -.089

does neighbour and friends led you choose


.585 .396 -.431

does packaging led you choose the above

mentioned brand?

.215 .873 .058

Extraction Method: Principal Component Analysis.

a. 3 components extracted.

In Component matrix each number representsthe correlation between

the item and unrotated factor (e.g. the correlation between nutrient

and factor 1 is .366).

This correlation can help you formulate an interpretation of the factor.

This is done by looking at a common thread among the variable that

have large loadings for a particular factors.

It is impossible to see items with large loadings on several of the

unrotated factors, which can make interpretation difficult.

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TABLE E

CommunalitiesExtraction

does cost led you choose the above mentioned brand? .732

does flavour led you choose above mentioned brand? .678

does nutrient led you choose the above mentioned brand? .925does advertisement led you choose above mentioned brand? .226

does neighbour and friends led you choose above mentioned brand? .685

does packaging led you choose the above mentioned brand? .812


The initial communalities are the default value as 1.

Extraction communalities are estimates of the variance in each variable

accounted for by the factors in the factor solution.

Small values indicate variables that do not fit well with factor solution, and

should possibly dropped from the analysis.

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Total Variance Explained

Compone

nt

Extraction Sums of Squared

Loadings

Rotation Sums of Squared Loadings

Tota

l

% of

Variance

Cumulative

%

Total % of

Variance

Cumulative %

1 1.662 27.695 27.695 1.598 26.631 26.631

2 1.345 22.413 50.108 1.342 22.363 48.994

3 1.052 17.535 67.643 1.119 18.649 67.643


on the basis of table Total Variance Explained

The three components or factors were choosen on the basis of their

eigenvalues placed on the scree plot graph.

The first column of the Total Variance Table refers to the components or

the factors.

There 3 factors with eigenvalues (proportion of variance explained by each

factor) larger than 1.0 and they account for almost 68% of the total

variance.

Next column is of %age of variance explained by each factor. The

eigenvalue divided by the sum of the communalities (3 in this case).

Cumulative % column shows the sum of each step in the previous column.

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Rotated Component Matrixa

Component

variables 1 2 3

Does cost led you choose the above

mentioned brand?

.611 .491 -.344

Does flavour led you choose above

mentioned brand?

.823 -.004 .017

Does nutrient led you choose the

above mentioned brand?-.047 .124 .953

Does advertisement led you choose


-.471 .042 .052

Does neighbour and friends led you

choose above mentioned brand?

-.568 .580 -.161

Does packaging led you choose the


.025 .864 .254


Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 4 iterations.

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on Rotated Component Matrix

The first column is of variable and others are the components or factors.

The numbers in each column are the factor laodings for each factor,

roughly the equivalent of the correlation between a particular item and

the factor.

By looking at the table we can say that cost and flavour variable are highly

correlated with the factor 1 as factor loadigs are .611 and.823.And nutrient

,advertisements ,influence of neighbour and friends are negatively

correlated wid values -.047, -.471, -.568 respectively.

Variables like cost neighbour and friends and packaging are highly

correlated with factor 2 and other variables are less or somewhat

negatively correlated.

Nutrient variable is highly correlated with factor 3 and variables like

advertisements, packaging and flavour are less correlated with factor 3.

Variables like cost and influence of labour and friends are negatively

correlated with factor 3.

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Component Transformation Matrix

Component 1 2 3

1 -.932 .183 .314

2 .240 .959 .151

3 .274 -.216 .937



What basically follows here is the 3*3 factor transformation matrix.if

we multiplies the factor transformation matrix by the

original(unrotated) 3*6 factor matrix , the result would be the

rotated factor matrix

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Component Score Coefficient Matrix

Component

1 2 3

does cost led you choose the above

mentioned brand?

.362 .392 -.280

does flavour led you choose above mentioned

brand?

.525 .006 .093

does nutrient led you choose the above

mentioned brand?

.062 .045 .858

does advertisement led you choose above

mentioned brand?

-.294 .023 .001

does neighbour and friends led you choose


-.369 .436 -.229

does packaging led you choose the above

mentioned brand?

.050 .634 .190



Component score coefficient generates the factor scores of each case on each

of 3 factors.

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Component Score Covariance Matrix

Component 1 2 3

1 1.000 .000 .000

2 .000 1.000 .000

3 .000 .000 1.000



The factor or component score covarience matrix is the covariace matrix

of the factors scores with its diagonal elements being the variances of the

factor scores in the given sample. This illustrates that the three factors areorthogonal. That is, the factor scores for the six factors do not covary with

each other.

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10) To what extent does advertisements influence your choice of health

drinks?

valid Frequency Percent Valid Percent Cumulative Percent

very much 11 22.0 22.0 22.0

average 35 70.0 70.0 92.0

not at all 4 8.0 8.0 100.0

Total 50 100.0 100.0

0%

10%

20%

30%

40%

50%

60%

70%

80%

Very much Average Not at all

22%

74%

8%

ANALYSIS:


a) 22%% of the respondentsadvertisements influence their choice of health drinks.

b) 70% of the respondents said thatadvertisements influence their choice of health drinks.

c) 8% of the respondent said that advertisement dont influence their choice .

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11) Have you tried other brands in the market?

haveyou tried other brands in the market


yes 31 62.0 62.0 62.0

no 19 38.0 38.0 100.0

Total 50 100.0 100.0

62%

38%

Yes

NO

ANALYSIS:


a) 62% of the respondents have tried other brands in the market.b) 38% of the respondents have tried other brands in the market.

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12) What do you think are the benefits of health drinks?


improves concentration and

memoy

8 16.0 16.0 16.0

improves physical vigour 26 52.0 52.0 68.0

boost energy 12 24.0 24.0 92.0

any other benefit 4 8.0 8.0 100.0

Total 50 100.0 100.0

ANALYSIS:


16%

52%

24%

8%

0%

10%

20%

30%

40%

50%

60%

Improves

concentrati

o

n

&me

mory

Improves

ph

ysical

vigour

Boost

energy

any

other

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13) How much you prefer to spend on health drink in a month?

0%

10%

20%

30%

40%

50%

60%

100-300 300-600 600-900

40%

74%

8%

Frequency Percent Valid Percent Cumulative Percent

Valid 100-300 20 40.0 40.0 40.0

300-600 26 52.0 52.0 92.0

600-900 4 8.0 8.0 100.0

Total 50 100.0 100.0

ANALYSIS:


a) 40% of the respondents prefer to spend in between 100 to 300 rs in a month.b) 74% of the respondents prefer to spend in between 300 to 600 rs in a month.

c) 8% of the respondents prefer to spend in between 600 to 900 rs in a month.39


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14) In what quantity you buy a health drink?

valid Frequency Percent Valid Percent Cumulative Percent

200ml 13 26.0 26.0 26.0

250ml 24 48.0 48.0 74.0

300ml 12 24.0 24.0 98.0

500ml 1 2.0 2.0 100.0

Total 50 100.0 100.0

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

200 ml 250 ml 300 ml 500 ml

26%

48%

24%

2%


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ANALYSIS:From the survey it was found that amongst 50 respondents.

a) 15% of the respondents purchase 200 ml pack for personal consumption.b) 20% of the respondents purchase 250 ml pack for personal consumption.c) 45% of the respondents purchase 300 ml pack for personal consumption.d) 15% of the respondents purchase 500 ml pack for personal consumption.e) 5% of the respondents purchase other pack like 1 liter etc. for personal consumption.

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These tests have also been conducted.

ONE WAY ANOVA TESTSum of

Squares

df Mean Square F Sig.

importance of health

drinks for chidren

Between Groups .066 2 .033 .212 .810

Within Groups 7.314 47 .156

Total 7.380 49

use of liquid or powdered

health drink

Between Groups .890 2 .445 .608 .549


Total 35.280 49

preference of brand Between Groups .598 2 .299 .173 .842

Within Groups 81.402 47 1.732

Total 82.000 49

occasion of using health

drink

Between Groups .717 2 .359 .389 .680


Total 44.080 49

do you serve any health

drink to your guest

Between Groups .300 2 .150 .629 .537


Total 11.520 49

what nutrients should a

health drink provide

Between Groups .594 2 .297 .280 .757


Total 50.420 49

impact of free gifts on

health drink

Between Groups .944 2 .472 1.537 .226


Total 15.380 49

impact of celebrities on

purchase on health drink

Between Groups .244 2 .122 .417 .662


Total 14.000 49

to what extent does

advertisements influence

your choice of health

drinks

Between Groups .535 2 .268 .933 .401


Total 14.020 49

haveyou tried other

brands in the market

Between Groups .969 2 .484 1.170 .319


Total 20.420 49

what do you think are the Between Groups .059 2 .030 .042 .959

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benefits of health drinks Within Groups 33.061 47 .703

Total 33.120 49

in what quantity you buy

a health drink

Between Groups .105 2 .053 .085 .918


Total 28.980 49how much you prefer to

spend on health drinks in

a month

Between Groups .127 2 .063 .159 .853


Total 18.880 49

taglines completed by

respondants

Between Groups 2.000 2 1.000 .625 .540


Total 77.220 49

does cost led you choose

the above mentioned

brand?

Between Groups 10.541 2 5.270 3.517 .038


Total 80.980 49



brand?

Between Groups 9.840 2 4.920 4.153 .022


Total 65.520 49


choose the above

mentioned brand?

Between Groups 1.757 2 .879 .652 .526


Total 65.120 49

does advertisement led

you choose above

mentioned brand?

Between Groups .018 2 .009 .008 .992


Total 53.920 49

does neighbour and



Between Groups 2.236 2 1.118 .655 .524


Total 82.480 49


choose the above

mentioned brand?

Between Groups 1.320 2 .660 .363 .698


Total 86.820 49

T-TEST GROUPS=gender(1 2) /MISSING=ANALYSIS /VARIABLES=useanyhealthdrink

importanceforchildren liquidorpowdreredhealthdrink preferenceofbrand occasionofusinghealthdrink

healt hdrinktoguest nutrientsprovidedbyhealthdrink impactoffreegiftsonpurchaseofhealthdrink

impactofcelebritiesonpurchaseofhealthdrink influenceofadvertisement trialofotherbrands

benefitsofhealthdrinks quantityofbuyinghealth drink expenditureonhealthdrinksinamonth

taglinesfilledbyrespondants doescostledyouchoose doesflavourledyouchoose doesnutrientledyouchoose

doesadvertisementledyouchoose doesneighbourandfriendsledyou doespackagingledledyouchoose

/CRITERIA=CI(.95).

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on the basis of

Analysis of variance is a procedure used for comparing sample means to

see if there is sufficient evidence to infer that the means of the

corresponding population distributions also differ.

If the p value is less than significance level (0.01), so we reject the null

hypothesis. P value or sig. indicates whether there is significant difference

between different groups.

Here the p value in most of the cases is greater than the 0.01 hence we

accepts the null hypothesis.

The null hypothesis states that there is no difference between means of

different classes, suggesting that the variance of the within class sample

should be identical to that of between class samples (resulting in no

between -class discrimination capability).

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T-Test

Group Statistics

gender N Mean Std. Deviation Std. Error Mean

use any health drink male 28 1.0000 .00000a

.00000

female 22 1.0000 .00000a

.00000

importance of health drinks

for chidren

male 28 1.1786 .39002 .07371

female 22 1.1818 .39477 .08417

use of liquid or powdered

health drink

male 28 1.9643 .83808 .15838

female 22 1.7727 .86914 .18530

preference of brand male 28 2.5714 1.19965 .22671

female 22 3.5455 1.22386 .26093

occasion of using health

drink

male 28 2.2500 1.00462 .18986

female 22 2.3182 .89370 .19054

do you serve any health

drink to your guest

male 28 1.3929 .49735 .09399

female 22 1.3182 .47673 .10164

what nutrients should a

health drink provide

male 28 2.5000 1.10554 .20893

female 22 2.4091 .90812 .19361

impact of free gifts on

health drink

male 28 1.7857 .49868 .09424

female 22 1.8636 .63960 .13636

impact of celebrities on

purchase on health drink

male 28 1.6071 .56695 .10714

female 22 1.5909 .50324 .10729

to what extent does

advertisements influence

your choice of health drinks

male 28 1.8929 .56695 .10714

female 22 1.8182 .50108 .10683

haveyou tried other brandsin the market

male 28 1.5357 .74447 .14069female 22 1.3636 .49237 .10497

what do you think are the

benefits of health drinks

male 28 2.3929 .78595 .14853

female 22 2.0455 .84387 .17991

in what quantity you buy a

health drink

male 28 1.8929 .62889 .11885

female 22 2.1818 .90692 .19336

how much you prefer to male 28 1.6786 .61183 .11563

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spend on health drinks in a

month

female 22 1.6818 .64633 .13780

taglines completed by

respondants

male 28 3.7143 1.32936 .25123

female 22 3.5909 1.18157 .25191

does cost led you choosethe above mentioned

brand?

male 28 3.0000 1.41421 .26726female 22 3.0455 1.13294 .24154



brand?

male 28 2.7500 1.32288 .25000

female 22 2.5000 .91287 .19462


choose the above

mentioned brand?

male 28 2.2857 1.27242 .24046

female 22 2.1818 1.00647 .21458

does advertisement led you


brand?

male 28 1.9643 1.07090 .20238

female 22 1.9545 1.04550 .22290

does neighbour and friends

led you choose above

mentioned brand?

male 28 3.3571 1.36665 .25827

female 22 3.7273 1.20245 .25636


choose the above

mentioned brand?

male 28 2.8929 1.31485 .24848

female 22 3.0000 1.38013 .29424

a. t cannot be computed because the standard deviations of both groups are 0.

Independent Samples TestLevene's Test for

Equality of Variances

t-test for Equality of Means

F Sig. t df Sig. (2-

tailed)

Mean

Differenc

e

Std.

Error

Differenc

e

importance of

health drinks for

chidren

Equal variances

assumed

.003 .954 -.029 48 .977 -.00325 .11171

Equal variances -.029 44.98 .977 -.00325 .11188

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not assumed 4

use of liquid or

powdered health

drink

Equal variances

assumed

.496 .485 .789 48 .434 .19156 .24268

Equal variances

not assumed

.786 44.44

3

.436 .19156 .24377

preference of

brand

Equal variances

assumed

.016 .899 -

2.825

48 .007 -.97403 .34482

Equal variances

not assumed

-

2.818

44.81

2

.007 -.97403 .34566

occasion of using

health drink

Equal variances

assumed

.409 .526 -.250 48 .804 -.06818 .27284

Equal variances

not assumed

-.253 47.20

7

.801 -.06818 .26898

do you serve any

health drink to

your guest

Equal variances

assumed

1.174 .284 .537 48 .594 .07468 .13916

Equal variances

not assumed

.539 46.07

0

.592 .07468 .13844

what nutrients

should a health

drink provide

Equal variances

assumed

2.188 .146 .312 48 .757 .09091 .29170

Equal variances

not assumed

.319 47.88

3

.751 .09091 .28484

impact of free

gifts on health

drink

Equal variances

assumed

.000 .998 -.484 48 .630 -.07792 .16088

Equal variances

not assumed

-.470 38.94

1

.641 -.07792 .16576

impact of

celebrities on

purchase on

health drink

Equal variances

assumed

.635 .430 .106 48 .916 .01623 .15385

Equal variances

not assumed

.107 47.23

4

.915 .01623 .15163

to what extent

does

advertisements

influence your

choice of health

drinks

Equal variances

assumed

.010 .921 .486 48 .629 .07468 .15360

Equal variances

not assumed

.494 47.28

4

.624 .07468 .15130

haveyou tried

other brands in

the market

Equal variances

assumed

2.724 .105 .934 48 .355 .17208 .18416

Equal variances

not assumed

.980 46.78

7

.332 .17208 .17554

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what do you

think are the

benefits of health

drinks

Equal variances

assumed

.067 .797 1.502 48 .140 .34740 .23128

Equal variances

not assumed

1.489 43.62

1

.144 .34740 .23330

in what quantityyou buy a health

drink

Equal variancesassumed

6.037 .018 -1.329

48 .190 -.28896 .21741

Equal variances

not assumed

-

1.273

35.88

2

.211 -.28896 .22696

how much you

prefer to spend

on health drinks

in a month

Equal variances

assumed

.088 .767 -.018 48 .986 -.00325 .17868

Equal variances

not assumed

-.018 44.01

2

.986 -.00325 .17988

taglines

completed by

respondants

Equal variances

assumed

.263 .610 .342 48 .734 .12338 .36092

Equal variances

not assumed

.347 47.21

7

.730 .12338 .35577

does cost led

you choose the

above mentioned

brand?

Equal variances

assumed

2.365 .131 -.123 48 .903 -.04545 .36999

Equal variances

not assumed

-.126 47.97

2

.900 -.04545 .36024

does flavour led

you choose

above mentioned

brand?

Equal variances

assumed

3.824 .056 .756 48 .454 .25000 .33090

Equal variances

not assumed

.789 47.30

5

.434 .25000 .31683

does nutrient led

you choose the

above mentioned

brand?

Equal variances

assumed

1.927 .171 .313 48 .755 .10390 .33150

Equal variances

not assumed

.322 47.99

3

.749 .10390 .32229

does

advertisement

led you choose

above mentioned

brand?

Equal variances

assumed

.428 .516 .032 48 .974 .00974 .30196

Equal variances

not assumed

.032 45.72

6

.974 .00974 .30107

does neighbour

and friends led

you choose

above mentioned

brand?

Equal variances

assumed

.950 .335 -

1.001

48 .322 -.37013 .36962

Equal variances

not assumed

-

1.017

47.33

5

.314 -.37013 .36390

does packaging Equal variances .032 .859 -.280 48 .781 -.10714 .38285

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led you choose

the above

mentioned

brand?

assumed

Equal variances

not assumed

-.278 44.16

3

.782 -.10714 .38513

Interpretations on the basis of T-TEST

T test has compared the means of two groups that whether the means of

two groups statistically different from each other or not.

The two samples share some variable of interest in common.

Here we have tested that whether the means of male and female differ

significantly or not and we found out that the mean values do not differ

significantly and hence male and female have same thinking while

considering the variables.

Levenes test for Equality of variances indicates the variances for males and

females do not differ significantly from each other as p=.954 in first case

which is greater than .05(p


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LimitationsSince this Project was intended to initiate us to the methodologies and

techniques of Business Research Methods, therefore there are a number of

constraints in terms of Manpower and Resources to conduct a large-scale survey.

The scope of the project was limited to learning.

There have been a number of limitations because of which the survey may not be

indicative of the views of the target population.

A few of these have been mentioned below.

The Sample size used for the research is less.

The Sample consisted of primarily students.

The Target Area was limited to College and the nearby markets.

Consultation with Experts would have largely improved quality of the

Research.

The Questionnaire was not extensive and more issues could have been

addressed.

The responses obtained might be inaccurate or biased, inadvertently or

deliberately.

The sample of the respondents chosen for the study might not be

representative.

Analysis of the proposed aspects might differ depending on the tools and

techniques used.

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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 82%of

people think that health drinks are beneficial for children.

Through the research it was conveyed that 42% of the people consume

liquid health drinks, 28% consume powdered and 30% consume both.

Most of the respondents view health drinks as an aid to put off thirst

A majority of the respondents consume health drinks regularly all around

the year.

Most of the respondents serve health drinks to their guests.

Most of the respondents were of the strong view that advertisements

affect their purchases.

Considering the TV ad bournvita and horlicks are liked mere but TV ad does

not made most of the consumer switch on to these.

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One third of the respondents knew that health drinks are comprises of

vitamins and minerals and how these are good for health .

Most of the respondent like bournvita .

Though the advertisements influence the decisions of the people but the

sales promotion techniques like free gifts and lucky draws or other special

offers do not persuade consumers in buying them as 74% of the

respondents think they buy health drinks cause of its taste.

Most of them male respondents concluded that they prefer buying a drink

if any cricket celebrity endorses the drink in ads.

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Questionaire

1) Do you use any health-drink ?

Yes No

2) Do you think health drinks are important for the children?

Yes No

3) Do you use liquid or powdered health drink?

a. Liquid

b. Powdered

c. Both

4) Which brand do you prefer?

a. Horlicks

b. Amul cool

c. Bournvitad. Tropicana fruit juice

e. Maza

f. If other please specify -------------------------------

5) What are the occasions when you use health drinks?

a. Regularly, all year around

b. Regularly, only in summer

c. Occasionally, all year around

d. Occasionally, only in summer

6) Do you serve any health drink to your guest?

Yes No

7) What all nutrients should a health drink provide?

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a.Vitamin (vit a, b, c...)

b.Minerals (calcium, iron, Potassium..)

c.No particular nutrient preferred

d.Both vitamins and minerals

8) Do you buy health drink just because they are attracted by the free

gifts and lucky draws and other special offers available with it?

Yes No

9) Do you prefer buying health drink because your favorite celebrity or

cricketer endorsing the ad for that brand?

Yes N0

10) What are the factors that led you to choose the above mentioned

brand? listed below are some factors, rank them from 1 (most

preferred) to 5 (least preferred)

1 2 3 4 5a.Cost

b.Flavor

c.Nutrients

d.Advertisements

e.Neighbors & friends

f. Packaging & quantity

11) To what extent does advertisements influence your choice of

health drinks?

a. Very much

b. Average

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c. Not at all

12) Have you tried other brands in the market?

Yes No

13) What do you think are the benefits of health drinks?

a. Improves concentration & memory

b. Improves physical vigor (stamina, stronger, muscles & bones)

c. Boost energy

d. If any other benefit, specify

14) How much you prefer to spend on health drinks in a month?a)100-300

b)300-600

c)600-900

15) In what quantity you buy a health drink?

a) 200ml

b) 250ml

c) 300ml

d) 500ml

16) Complete the taglines if you know.

1._________________is the secret of our energy

2._________________ fresh n juicy

3__________________Taller Stronger Sharper

4__________________chill your dil

5________________lao, aam ki pyaas bujhao

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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,%20another%

20energy%20drink%20for%20the%20Indian%20market&id=598

http://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About%20Us#Food&be

verage

www.google.com

Kothari C R, Research and Methodology- Methods & Techniques, New Age

International (P) Ltd., 2004

56
http://fnbnews.com/article/detarchive.asp?articleid=25105&sectionid=3http://fnbnews.com/article/detarchive.asp?articleid=24983&sectionid=3http://fnbnews.com/article/detarchive.asp?articleid=24965&sectionid=3http://fnbnews.com/article/detarchive.asp?articleid=24849&sectionid=3http://fnbnews.com/article/detarchive.asp?articleid=25039&sectionid=3http://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy,%20another%20energy%20drink%20for%20the%20Indian%20market&id=598http://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy,%20another%20energy%20drink%20for%20the%20Indian%20market&id=598http://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy,%20another%20energy%20drink%20for%20the%20Indian%20market&id=598http://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy,%20another%20energy%20drink%20for%20the%20Indian%20market&id=598http://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About%20Us#Food&beveragehttp://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About%20Us#Food&beveragehttp://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About%20Us#Food&beveragehttp://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About%20Us#Food&beveragehttp://www.google.com/http://www.google.com/http://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About%20Us#Food&beveragehttp://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About%20Us#Food&beveragehttp://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy,%20another%20energy%20drink%20for%20the%20Indian%20market&id=598http://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy,%20another%20energy%20drink%20for%20the%20Indian%20market&id=598http://fnbnews.com/article/detarchive.asp?articleid=25039&sectionid=3http://fnbnews.com/article/detarchive.asp?articleid=24849&sectionid=3http://fnbnews.com/article/detarchive.asp?articleid=24965&sectionid=3http://fnbnews.com/article/detarchive.asp?articleid=24983&sectionid=3http://fnbnews.com/article/detarchive.asp?articleid=25105&sectionid=3


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Documents

Research Project - Impacts of Commercial Health Drinks