PROJECT REPORT

On

STUDY OF CONSUMER PREFERENCE TOWARDS

FROOTY IN LUDHIANA

Subject: SEMINAR ON PROJECT REPORT

Submitted by:

1

TITLE

CONSUMER PREFERENCE TOWARDS FROOTI IN

LUDHIANA

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Acknowledgement

I take this opportunity to express my deep sense of gratitude to my teacher Ms.

Chitwan Bhutani for their guidance and other staff of the organization for extending their

valuable support and help in the preparation of this project report.

I am also thankful to my family & friends for extending their co-operation in completion of

this project report.

Signature

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C O N T E N T S

Chapter

No.

Chapters Sub-Titles Page Nos.

1 Introduction Introduction to the project 7

Objectives of the study 7

Company profile 8

2 Review of literature 17

3 Research Methodology Research Design 19

Data Collection 19

Sampling Plan 19

4 Data Analysis & Interpretation 20

5 Results and Findings 38

6 Suggestions 39

Conclusion 40

Appendix Bibliography 41

Questionnaire 42

4

LIST OF TABLES

Table No. Page No.

1 20

2 21

3 22

4 23

5 24

6 25

7 26

8 27

9 28

10 29

11 30

12 31

13 32

14 33

15 34

16 35

17 36

18 37

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LIST OF GRAPHS

Graph No. Page No.

1 20

2 21

3 22

4 23

5 24

6 25

7 26

8 27

9 28

10 29

11 30

12 31

13 32

14 33

15 34

16 35

17 36

18 37

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CHAPTER- I

Introduction

A soft drink is a beverage, often carbonated, that does not contain alcohol. (Carbonated

soft drinks are more commonly known as soda, pop, tonic, or soda pop in parts of the

United States and Canada, or fizzy drinks in the U.K.; sometimes called minerals in Ireland)

The name "soft drink" specifies a lack of alcohol by way of contrast to the term "hard

drink". The term "drink", while nominally neutral, often carries connotations of alcoholic

content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit

punch are among the most common types of soft drinks, while hot chocolate, hot tea,

coffee, milk, tap water, alcohol, and milkshakes do not fall into this classification. Many

carbonated soft drinks are optionally available in versions sweetened with sugars or with

non-caloric sweeteners.

SCOPE OF PROJECT

1. Detailed study of the noncarbonated soft drinks industry in Ludhiana.

2. Analysis of Frooti’s performance against the other prevailing noncarbonated soft

drinks brands in the country.

3. Analyzing consumer perception based on various parameters such as purchase

frequency, effect of sales promotion schemes, brand attributes and consumer loyalty,

packaging ,

OBJECTIVES OF THE PROJECT

1. To study the taste and preferences of the  consumer.

2. To study the market response to the packaging  of Frooti.

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COMPANY PROFILE

PARLE AGRO PVT. LTD.

MISSION:

“To provide consumers superior, wholesome agro based food and drink

bands through which Parle can build a profitable; growth oriented

organization.”

Parle is a leading Indian Food and Beverage Company, the only Indian

transnational giant with the past experience of having successfully launched

leading soft drink brands like “Frooti, Apply, N - Joi and Bailley”. Today

its brand portfolio consists of No. 1 brands like Frooti along with Apply, N-

Joi and Bailley. Parle agro was the first to identify the dormant mango

segment in India and launch India’s first national Mango drink - Frooti

Mango. Today Frooti has an 85% market in the Fruit Drink segment.Today,

the Parle Group turnover is over Rs.600 crore with a group strength of over

1000 employees, including over 400 professionals.

PRODUCTS

1. FROOTI:

It is the flagship brand of Parle agro. It was introduced in 1985 and it was

the first Fruit Drink to be introduced in India.

2. BAILLEY AQUA :

It is a mineral water and was launched in the year 1993. It is one of the first

brands to get an ISI certification Bailley conforms to stringent BIS Norms.

It undergoes 51 quality control tests includes 32 chemical tests, 9

microbiological tests and 10 physical tests and meets international

standards laid down by WHO, USFDA, PFA.

Parle Bailley Aqua is unique because it has the same consistent taste across

India. This is because of the unique purifying processing system, which

removes all minerals and salts and puts back only exact premeasured

quantities of salts and minerals necessary for the human body. Bailley Aqua

is purified with chemical free natural U.V. Treatment.

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3. N-JOI:

Parle Agro entered the dairy segment with the launch of N-JOI. N-Joi is

India’s first real fruit and dairy fresh milk drink. It contains orchard fresh

pulp of mango / strawberry and dairy fresh healthy low fat cow’s milk. It’s

full of natural goodness and wholesomeness. N-Joi is nutritious filler and a

delicious smooth fruit and milk drink. N-Joi Mango with dairy fresh milk

and N-Joi strawberry with dairy fresh milk have been rated as the Most

Innovative products in the Beverage Industry.

4. APPY:

An apple drink from Parle, it’s available in a sleek, international pack. The

brand has been positioned as the champagne of apple drinks due to its

unique richness of taste. Unlike ordinary apple drinks, Appy spells style and

exclusiveness which makes it a party favourite in the upper crust of the

society. Apply is made from freshly picked ripe apples sourced from the rich

natural environs of Himachal Pradesh. The clear and crisp Apply Nectar is a

premium product available in a 200 ml easy to pour pull-tab opening pack.

WHY FROOTI:

Soft drink market can be divided into two categories:-

1. Carbonated soft drink

2. Non-carbonated soft drink (NCSD).

Frooti is the market leader in the NCSD category with around 60%

market share. The NCSD market is growing but there is intese competition

among the various segments in this market. The market share of Frooti in

the NCSD category is on the decline because of the Fruit Juice Segment,

which is increasing at the rate of 20% per annum along with the sluggish

growth of the Fruit drink segment. To counter this onslaught, Frooti has

introduced PET bottle packing in 250 ml, 500 ml and 1000 ml and Tetra-

pack packing in 65 ml quantity. Therefore, we have taken up this project to

suggest recommendations to Parle to increase the share of Frooti in NCSD

category and to study the market response of the new packaging of Frooti.

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ABOUT FROOTI :

Mango - India’s national and most premium fruit was a virtually untapped

segment until the year 1985, which saw the launch of Frooti Mango in a

trendy convenient tetra-pack. Frooti Mango is Parle Agro’s flagship brand

and India’s leading fruit drink with an 85% market share. Now, Frooti also

comes in PET bottle packing. Frooti is like an Indian ambassador and is a

hot favourite not only in India but all across the world. Frooti is the first tetra

pack fruit juice in India. Launched in 1984, Frooti still holds a dominant position in the

Rs300 crore tetra pack fruit juice (TFJ) market. Frooti over these years have carved out a

niche for itself in the market. Frooti instantly caught the fancy of Indian consumer with its

tetra pack and some smart campaigns. Initially the drink was positioned as a kids drink. The

product was perceived as a healthy fruit drink by the mothers . So within a short span of

time, the brand was an alternative to the “unhealthy” colas. The tetra pack had other

benefits also. Fruit juice is a perishable product and tetra pack have extended the shelf life

of Frooti because tetra packs have 2 layers of paper and a plastic coating that ensured

tamper proof and enhanced shelf life. Lured by the success of Frooti, there was a lot of

new launches in the TFJ market. Players like Godrej with Jumpin, kissan etc tried their luck

in this market but failed to dislodge Frooti. Frooti was positioned as a mango drink that is

“Fresh-n-juicy” For over a 7 years, the company promoted the product using that famous

baseline. The product has tried to create excitement in the market through a series of new

variants and packing. But in late nineties the brand was facing stagnated sales. The

company tried to excite the market with an orange and pineapple variant but both the

variant bombed. The came the experiment with packaging. The YO! Frooti variant came

with a slim paper can aimed at the college going youth. Worried by the stagnating sales,

Parle tried to reposition the brand to appeal to youth aged between 16-21. The positioning

changed to be more fun based. The package also changed. The old green color of the bottle

changed to more bright mango color with lot of graphics added to it. One of the most

famous marketing campaigns India have witnessed took place during the repositioning. The

campaign is the famous “ Digen Verma “ campaign. This campaign was considered as one

of the most successful teaser campaigns in India. The campaign lasted for 15 days started in

February 2001. The campaign was about a faceless person Digen Verma. There were

posters and outdoors all across the markets that had messages like “ Who is Digen verma” “

Digen Verma was here” etc. This created lot of excitement in the market and “Digen Verma

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“became the most talked about faceless name at that time. The campaign was executed by

Everest communication. But the campaign was not followed up and the hype was not

translated to long term brand building. Frooti is basically a nectar based drink so it is not

100% fruit juice, it also have some preservatives added to increase the shelf life. Although

Frooti did not face much competition in the category it created, competition came from a

slightly different category, 100% fruit juices. Parle saw the emergence of the “100% fruit

drink market and launched “N-joi” brand but it did not clicked. Parle could have extended

Frooti to this market also .The brand Real from Dauber is the main player in this category.

Real effectively positioned itself as a premium healthy drink for adults. Frooti was not able

to appeal to adults and was considered as a mango drink while Real is not restricted to any

flavor. Frooti also changed its positioning statement from ‘Fresh-N-juicy” to “Juice Up your

life” which have not clicked with the customers. Although Frooti enjoys a commanding

(75%) market share , Frooti is facing stagnation. May be some serious steps should be

taken to increase the usage of the product. The launch of PET bottle Frooti is a step in this

direction. Recently Frooti also launched a “Green mango” variant just to create some hype

in the market. Frooti may have to reposition itself again to appeal to cola drinkers.

INDUSTRY PROFILE

NON-CARBONATED SOFT DRINK INDUSTRY IN INDIA

AN OVERVIEW :

The non-carbonated SOFT DRINK (NCSD) sector can be classified as

Fruit drinks, Nectar and Juices. The classification is based on the percentage

of the fruit pulp content in the beverage. Fruit drink has to have minimum

fruit pulp content of 10%, while Nectar needs to have a minimum fruit pulp

content of 25%. The total size of the branded non-carbonated beverages in

the organized segment is estimated at Rs.500 crores. The Fruit drink

segment is estimated at Rs.250-300 crores, while the Juice market (Branded

& Packaged) is estimated at Rs 150 crores. Nectar is a small category of

around Rs 35-50 crores. In the fruit drink category, Parle’s Frooti, Godrej’s

Jumpin and Coca-Cola’s Maaza and Pepsi’s Slice are the major brands. In

the Nectar segment, the key national players are - Dabur, Godrej Xs and

Parle’s Appy. The two key national level players in the juice segment are

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Tropicana and Real. Real is the market leader with 55-60% market share.

Tropicana has an estimated share of 30-35%. Several local / regional brands

also exist, besides a huge unorganized sector. The Juice category is the

fastest growing segment at present, estimated to be growing by 20-25% p.a.

The fruit drinks category has also been witnessing growth of around 5%

p.a.The main reason for this growth in the NCSD Category is the change of

the consumer preference from the carbonated to the non-carbonated soft

drink sector mainly due to increasing Health Awareness among consumers

and the Pesticide issue relating to Coke and Pepsi. In the Fruit Drink

segment, Frooti is the clear market leader with around 85% market share but

in the NCSD category as a whole; its share has been declining because of

the growth in Fruit Juice segment. So, with the growth of the NCSD

category, Frooti has to compete with all the segments in this category to

take a larger share of this growth.

COMPETITORS:

The main competitors of Frooti are as follows:-

1. Maaza

2. Slice

3. Real

4. Tropicana

5. Jumpin

We are not taking into account the nectar segment as it constitutes a small

part of the NCSD category and also, the growth is very sluggish in this

segment.

MARKETING MIX:

Marketing decisions generally fall into the following four controllable

categories:-

1. Product

2. Price

3. Place (distribution)

4. Promotion

The term “marketing mix” became popularized after Neil H. Borden

published his 1964 article, The Concept of the Marketing Mix. Borden began

using the term in his teaching in the late 1940’s after James Culliton had

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described the marketing manager as a “mixer of ingredients”. The

ingredients in Borden’s marketing mix included product planning, pricing,

branding, distribution channels, personal selling, advertising, promotions,

packaging, display, servicing, physical handling, and fact finding and

analysis. E. Jerome McCarthy later grouped these ingredients into the four

categories that today are known as the 4 P’s of marketing, Product, price,

place and promotion.

These four P’s are the parameters that the marketing manager can control,

subject to the internal and external constraints of the marketing

environment. The goal is to make decisions that center the four P’s on the

customers in the target market in order to create perceived value and

generate a positive response.

PRODUCT DECISIONS :

The term “product” refers to tangible, physical products as well as services.

Here are some examples of the product decisions to be made:

1. Brand name

2. Functionality

3. Styling

4. Quality

5. Safety

PRODUCT:

A product is anything that can be offered to a market to satisfy a want or

need.

India’s first real fruit drink in a Tetra Pak is available in - Frooti Mango,

Green Mango. Frooti Mango is from premium Indian Mangoes. Frooti has

also been introduced in PET bottle packing. Mango Frooti contains vitamin

A which is essential for eye sight, growth and healthy skin. Frooti is a

delicious and refreshing ready to serve fruit beverage.

Frooti comes in Fruit drink segment of NCSD category (NON-

CARBONATED SOFT DRINK).

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Frooti is available in following quantities:-

65 ml (only Tetra pack packaging)

200 ml (only Tetra pack packaging)

250 ml

500 ml (only PET Bottle)

1000 ml (only PET Bottle)

Hence, we can see that Frooti has got a very large quantity basket.

PRICE DECISIONS :

Some examples of pricing decisions to be made include:

1. Pricing strategy (skim, penetration, etc)

2. Suggested retail price

3. Volume discounts and wholesale pricing

4. Cash and early payment discounts

5. Seasonal pricing

6. Bundling

7. Price flexibility

8. Price discrimination

PRICE:

TETRA PACK PACKAGING

QUANTITY PRICE (Rs.)

65 ml 2.50

200 ml 10.00

250 ml 12.00

PET BOTTLE PACKAGING

QUANTITY PRICE (Rs.)

250 ml 10.00

500 ml 20.00

1000 ml 30.00

In order to maintain its position as a market leader, Frooti is offering its

product in different quantities and prices depending upon the consumer

requirements, preferences and income-levels.

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As we can see from the above table, Frooti’s new 65 ml packaging is priced

at Rs 2.50 only, targeting the lower income-group and it has also been

introduced in PET bottle packaging as it is more cost-effective as compared

to Tetra-pack packaging to become more competitive in the market.

DISTRIBUTION (PLACE) DECISIONS:

Distribution is about getting the products to the customer.

Some examples of distribution decisions include:

1. Distribution channels

2. Market coverage (inclusive, selective, or exclusive distribution)

3. Specific channel members

4. Inventory management

5. Warehousing

6. Distribution centers

7. Order processing

8. Transportation

PLACE:

Frooti is the highest distributed brand in Fruit drink segment with an 85%

market share in India. Frooti reaches more than 10 lakh retail outlets

through more than 1500 distributors and wholesalers directly and indirectly.

This is borne out by Parle Agro winning the Beverage Industry award for the

Best Managed Supply Chain 2002 and the Highest Retail Availability in the

year 2002. Frooti’s excellent distribution system has already been proved in

our market survey and analysis where 90% of the respondents agreed that

Frooti is readily available to them .

PROMOTION DECISIONS

In the context of the marketing mix, promotion represents the various

aspects of marketing communication, that is, the Communication of

information about the product with the goal of generating a positive

customer response.

Promotion decisions include:

1. Promotional strategy (push, pull, etc)

2. Advertising

3. Personal selling & sales force

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4. Sales promotions

5. Public relations & publicity

6. Marketing communications budget

PROMOTION:

In a strategic move, Parle Agro Ltd is revamping its marketing plans in

a bid to promote its flagship brand ‘Frooti’ in the overcrowded category. In

fact, the company has taken a different marketing route by launching a host

of new retailing and packaging initiatives to pump up volumes. Three years

ago, Parle Agro introduced a mysterious character called ‘Digen Verma’ and

created a hype around this person through an aggressive outdoor campaign

which was quiet a success. Parle Agro had introduced two characters called

Frooti and Ti on every 200 ml pack of Frooti as part of its retailing

initiative. These two characters are being displayed on the packs of the

drink. And through tongue twisters, puzzles and various interactive games,

the characters are entertaining the children as well as increasing their

knowledge about famous personalities and current affairs. These two

characters are very different in nature. While Frooti is an affable girl who is

good at studies, Ti is a naughty boy who keeps running after Frooti to get

his home-work done. With this move, the company expects to share various

activities of its target audience--kids. Recently, Frooti was introduced in a

new tetra pack packaging in 65 ml quantity which is priced at Rs 2.50 each

and Parle is promoting it as “5 KA 2 OFFER”, which means 2 packs for Rs

5.

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CHAPTER: II

REVIEW OF LITERATURE

A literature review can be just a simple summary of the sources, but it usually has an

organizational pattern and combines both summary and synthesis. A summary is a recap of

the important information of the source, but a synthesis is a re-organization, or a

reshuffling, of that information. Or it might trace the intellectual progression of the field,

including major debates. And depending on the situation, the literature review may evaluate

the sources and advise the reader on the most pertinent or relevant.

Nowlis (2000) Predicted the likelihood of switching between particular brand tiers due to

price promotions based on the(a) choice set composition; (b) asymmetric switching,

whereby consumers are more likely to switch up from a low tier to a promoted high-tier

brand than from a high-tier to a promoted low-tier brand, is reduced or eliminated if

consumers consider three price-quality tiers; and (c) the compromise effect is reduced when

the lowest tier brand offers a price promotion.

Gedenk & Neslin (1999) Was found in his study that the role of retail promotion in

determining future brand loyalty through its effect on purchase event feedback. Purchase

event feedback represented the effect of current purchases on future brand preference. It

was found that in-store price promotions were associated with negative purchase event

feedback compared to no promotion purchases.

Quester & Justin (1998) was found in his study that the purchase of consumer which

related to different consumption situations. While price remained the most important factor

overall, all other attributes were ranked differently depending upon the intended usage

situation and the level of product involvement exhibited by respondents.

Erdem (1996) was found in his study that consumer preference for brand attributes were

modeled to depend on the attributes of brands bought on the previous purchase occasion.

The results indicated that the average consumer was habit persistent in all the product

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categories studied. The proposed models were estimated on Nielsen scanner panel data for

margarine, peanut butter etc.

Gupta (1993) Was found in his study that the effectiveness of a sales promotion by

decomposing the sales bump during the promotion into sales increase due to brand

switching, purchase time acceleration and stockpiling. Results for regular ground coffee

suggested that more than 84% of the sales increase due to promotion came from brand

switching.

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CHAPTER- III

RESEARCH METHODOLOGY

A) DATA COLLECTION

1) Primary Source

Retailers

Consumers

2) Secondary Source

Website

Magazines and Newspapers

B) RESEARCH INSTRUMENTS

Questionnaire

C) SAMPLING PLAN

1) Sampling Unit: any individual who use fruit drinks?

Urban Consumers

2) Sample Size: How many people to be surveyed?

100 Units (of all age groups)

3) Sampling Procedure:

We have taken sample from following areas:

1) Kitchlu Nagar

2) Agar Nagar

3) PCTE {Baddowal}

4) Rajguru Nagar

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CHAPTER- IV

DATA ANALYSIS

Data analysis is a process of gathering, modeling, and transforming data with the goal of

highlighting useful information, suggesting conclusions, and supporting decision making.

Data analysis has multiple facets and approaches, encompassing diverse techniques under a

variety of names, in different business, science, and social science domains. My analysis is

given below:

PREFERENCE OF CONSUMERS

TABLE: 1

TYPE OF DRINKS NO. OF RESPONDENTS

CARBONATED DRINKS 20

FRUIT DRINKS 80

CHART: 1

20

CARBONATED DRINK

FRUIT DRINK

80 %

20 %

INFERENCES

1. The consumers are becoming more health conscious.

2. The market share of NCSD is growing.

3. Great opportunity for Frooti to capture this growing market.

IS FROOTI A HEALTH DRINK?

TABLE: 2

RESPONSE NO. OF RESPONDENTS PERCENTAGE

YES 28 35%

NO 38 47%

CAN’T SAY 14 18%

Consumer will perceive any drink as a health drink if he / she think drinking

it will benefit his / her health.

This diagram shows the percentage of respondents who perceive Frooti as a

Health Drink .

CHART: 2

21

YES

NO

CAN’T SAY

47%

18%

35%

INFERENCES

1. Frooti is not perceived by the majority as a health drink.

2. Health drink consumers should be targeted.

CONSUMER AWARENESS REGARDING VARIOUS

FLAVOURS OF FROOTI

TABLE: 3

FLAVOURS RESPONDENT PERCENTAGE

MANGO 78 78

GREEN MANGO 18 18

OTHERS 4 4

%respondents

0

10

20

30

40

50

60

70

80

90

mango green mango others

%respondents

CHART: 3

INFERENCES:

1. This diagram shows the percentage of respondents who are aware

about the various flavours of Frooti.

2. Less promotion of green mango flavor.

3. Less acceptance of green mango flavor among consumers.

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SHOULD FROOTI COME IN OTHER FLAVOURS?

TABLE: 4

RESPONSE RESPONDENTS PERCENTAGE

YES 62 77

NO 18 23

CHART: 4

INFERENCES:

1. This diagram shows the percentage of respondents who think that

Frooti should come in other flavours.

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YES 77%

NO 23%

WHICH OTHER FLAVOURS SHOULD BE THERE?

TABLE: 5

FLAVOURS RESPONDENTS PERCENTAGE

ORANGE 30 36

PINE APPLE 27 33

GRAPES 18 23

OTHERS 5 8

CHART: 5

INFERENCES:

1. In other flavors, consumers have gone for orange and pine apple

2. Consumers want Frooti in other flavors.

3. Huge market in flavors other than Mango.

4. Consumers also prefer strawberry and lemon.

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WHICH TYPE OF DRINK FROOTI IS?

TABLE: 6

TYPE RESPONDENTS PERCENTAGE

FAMILY DRINK 39 49

CHILD DRINK 35 44

YOUTH DRINK 6 7

CHART: 6

INFERENCES:

1. Frooti is more of a family drink rather than a child drink.

2. Frooti has market in all age-groups.

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IS FROOTI READILY AVAILABLE?

TABLE: 7

RESPONSE RESPONDENTS PERCENTAGE

YES 72 90

NO 8 10

CHART: 7

INFERENCES:

1. This diagram shows the percentage of respondents who think Frooti is

readily available.

2. Good distribution channel of Frooti.

3. Good demand for Frooti in the mar

.

26

EFFECT OF PROMOTIONAL SCHEMES ON CONSUMER

TABLE: 8

RESPONSES RESPONDENT PERCENTAGE

SA 27 34%

AGREE 12 14%

NEUTRAL 17 22%

DISAGREE 16 20%

SD 8 10%

CHART: 8

INFERENCES:

1. This diagram shows the percentage of respondents whose buying

behaviour is influenced by promotional schemes.

2. Consumers are attracted towards promotional schemes.

3. Buying decision of consumer can be changed through consumer

schemes.

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CONSUMER AWARENESS REGARDING PACKAGING OF

FROOTI

TABLE: 9

RESPONSE NO. OF RESPONDENTS PERCENTAGE

YES 64 80%

NO 9 11%

CAN’T SAY 7 9%

CHART: 9

28

TABLE: 10

RESPONSE NO. OF RESPONDENTS PERCENTAGE

YES 67 83%

NO 3 4%

CAN’T SAY 10 13%

CHART: 10

29

TABLE: 11

RESPONSE NO. OF RESPONDENTS PERCENTAGE

YES 76 95

NO 3 3

CAN’T SAY 1 2

CHART 11

30

CHART 12

INFERENCE

1. Consumer is well aware of packaging of Frooti .

31

TABLE: 12

RESPONSE NO. OF RESPONDENTS PERCENTAGE

YES 70 88%

NO 8 10%

CAN’T SAY 2 2%

CONSUMER AWARENESS REGARDING AVAILABILITY OF

VARIOUS QUANTITIES OF FROOTI .

TABLE: 13

RESPONSE NO. OF RESPONDENTS PERCENTAGE

YES 40 50%

NO 31 39%

CAN’T SAY 9 11%

CHART: 13

32

TABLE: 14

RESPONSE NO. OF RESPONDENTS PERCENTAGE

YES 66 82%

NO 13 17%

CAN’T SAY 1 1%

CHART: 14

33

TABLE: 15

RESPONSE NO. OF RESPONDENTS PERCENTAGE

YES 40 50%

NO 34 43%

CAN’T SAY 6 7%

CHART: 15

34

TABLE: 16

RESPONSE NO. OF RESPONDENTS PERCENTAGE

YES 39 49

NO 34 42

CAN’T SAY 7 9

CHART: 16

INFERENCE:

1. As Frooti in 65 ml quantity was recently introduced and half of the

respondents know about it , this shows good promotion and good

initial demand for new packaging .

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CONSUMER PREFERENCE FOR VARIOUS QUANTITIES OF

FROOTI

TABLE: 17

SIZES RESPONDENTS PERCENTAGE

BELOW 100ml 16 20.4%

200-250ml 22 27.4%

500ml 72 90%

1000ml 16 20.4%

CHART: 17

INFERENCES

1. There is good demand for all the quantities.

2. Great demand for 500 ml.

3. Introduction of 65 ml was a good move.

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CONSUMER RESPONSE FOR THE MOST CONVENIENT

FORM OF PACKAGING

TABLE: 18

PACK RESPONDENT PERCENTAGE

TETRA PACK 24 30

PET BOTTLE 41 51

GLASS BOTTLE 15 19

CHART: 18

INFERENCE

1) As Frooti was the first to introduce PET bottle packing in

NCSD category, this shows it was the right move from

convenience point of view.

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Result &findings

1 . 78% of consumer aware about mango frooti,18% know about the green mango frooti.

2.77%of the respondents said that frooti should come in market in others

flavors.

3. According to respondents others flavors like orange, pineapple should be

in market.

4.49% of the respondents considered frooti as family drink. And 44%

respondents considered it child drink.

5. Maximum respondents said promotional schemes really in impact on them

to buy frooti.

6. Most of the consumer aware of different types of packaging of available

in market.

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SUGGESTION

1. Frooti should increase their promotional strategies to beat the

competition of other fruit.

2. frooty should go for another flavor in frooty like green mango

flavor

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CONCLUSION:

We can conclude the following:

1. By taking some initiatives, Frooti can compete with the fruit

juice segment comprising of Real and Tropicana, and can

maintain its position as a market leader in the NCSD category.

2. The consumers response to the new packaging (PET botte and 65

ml Tetra pack) of Frooti is positive as shown in the survey.

40

BIBLIOGRAPHY

Erdem Tulin (1996): “A dynamic analysis of Market Structure based on Panel Data”,

Marketing Science, Vol. 15 Issue 4, pages (359-363).

Gedenk Karen & Neslin Scott A (1999): “The Role of Retail Promotion in determining

Future Brand Loyalty: Effects on Purchase Event Feedback”, Journal of Retailing,; winter ,

vol. 75, Issue4, pages (433-437).

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QUESTIONNAIRE

Name:

Age:

Occupation:

1. Do you drink Soft Drinks?

Yes No

2. If yes, which Soft Drinks?

Carbonated Drinks Fruit Drinks

3. Do u know Frooti is available in many flavor?

Yes No

4. If yes what are they?

Mango

Green mango

Other .

5. Should Frooti come in other flavor?

Yes No

6. If yes, which flavor?

Orange

pine apple

Grape

Other

7. Is Frooti a health drinks?

Yes No

8. What type of drink frooti is?

Family drink Child drink youth drink

9. Do you agree that advertising influence you to drink Frooti?

Strongly agree agree can’t say disagree strongly disagree

10. Do you know Frooti is available in many packages?

Yes No

if yes

11. Which packages do u prefer most?

Pet bottle

Glass bottle

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Tetra pack

12. Do you know Frooti is available in many quantities?

Yes No

14. Which quantity do you prefer most?

65 ml

200 ml

500 ml

1000 ml

15. Do u think frooti is the best drink?

Strongly agree agree can’t say disagree strongly disagree

43