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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:
From the survey it was found that amongst 50 respondents.
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?
ValidFrequency Percent Valid Percent Cumulative Percent
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:
From the survey it was found that amongst 50 respondents.
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?
ValidFrequency Percent Valid Percent Cumulative Percent
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?
ValidFrequency Percent Valid Percent Cumulative Percent
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:
From the survey it was found that amongst 50 respondents.
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?
ValidFrequency Percent Valid Percent Cumulative Percent
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:
From the survey it was found that amongst 50 respondents.
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?
ValidFrequency Percent Valid Percent Cumulative Percent
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:
From the survey it was found that amongst 50 respondents.
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
above mentioned brand?
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
above mentioned brand?
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
does nutrient led you
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
does flavour led you
choose above mentioned
brand?
-.231 -.267 -.054
does nutrient led you
choose the above
mentioned brand?
.109 .010 .236
does advertisement led
you choose above
mentioned brand?
1.000 .121 -.031
does neighbour and
friends led you choose
above mentioned brand?
.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
above mentioned brand?
.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
Extraction Method: Principal Component Analysis.
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
Extraction Method: Principal Component Analysis.
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
above mentioned brand?
-.471 .042 .052
Does neighbour and friends led you
choose above mentioned brand?
-.568 .580 -.161
Does packaging led you choose the
above mentioned brand?
.025 .864 .254
Extraction Method: Principal Component Analysis.
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
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
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
above mentioned brand?
-.369 .436 -.229
does packaging led you choose the above
mentioned brand?
.050 .634 .190
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
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
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
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:
From the survey it was found that amongst 50 respondents.
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
ValidFrequency Percent Valid Percent Cumulative Percent
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:
From the survey it was found that amongst 50 respondents.
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?
ValidFrequency Percent Valid Percent Cumulative Percent
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:
From the survey it was found that amongst 50 respondents.
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:
From the survey it was found that amongst 50 respondents.
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
Within Groups 34.390 47 .732
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
Within Groups 43.363 47 .923
Total 44.080 49
do you serve any health
drink to your guest
Between Groups .300 2 .150 .629 .537
Within Groups 11.220 47 .239
Total 11.520 49
what nutrients should a
health drink provide
Between Groups .594 2 .297 .280 .757
Within Groups 49.826 47 1.060
Total 50.420 49
impact of free gifts on
health drink
Between Groups .944 2 .472 1.537 .226
Within Groups 14.436 47 .307
Total 15.380 49
impact of celebrities on
purchase on health drink
Between Groups .244 2 .122 .417 .662
Within Groups 13.756 47 .293
Total 14.000 49
to what extent does
advertisements influence
your choice of health
drinks
Between Groups .535 2 .268 .933 .401
Within Groups 13.485 47 .287
Total 14.020 49
haveyou tried other
brands in the market
Between Groups .969 2 .484 1.170 .319
Within Groups 19.451 47 .414
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
Within Groups 28.875 47 .614
Total 28.980 49how much you prefer to
spend on health drinks in
a month
Between Groups .127 2 .063 .159 .853
Within Groups 18.753 47 .399
Total 18.880 49
taglines completed by
respondants
Between Groups 2.000 2 1.000 .625 .540
Within Groups 75.220 47 1.600
Total 77.220 49
does cost led you choose
the above mentioned
brand?
Between Groups 10.541 2 5.270 3.517 .038
Within Groups 70.439 47 1.499
Total 80.980 49
does flavour led you
choose above mentioned
brand?
Between Groups 9.840 2 4.920 4.153 .022
Within Groups 55.680 47 1.185
Total 65.520 49
does nutrient led you
choose the above
mentioned brand?
Between Groups 1.757 2 .879 .652 .526
Within Groups 63.363 47 1.348
Total 65.120 49
does advertisement led
you choose above
mentioned brand?
Between Groups .018 2 .009 .008 .992
Within Groups 53.902 47 1.147
Total 53.920 49
does neighbour and
friends led you choose
above mentioned brand?
Between Groups 2.236 2 1.118 .655 .524
Within Groups 80.244 47 1.707
Total 82.480 49
does packaging led you
choose the above
mentioned brand?
Between Groups 1.320 2 .660 .363 .698
Within Groups 85.500 47 1.819
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
does flavour led you
choose above mentioned
brand?
male 28 2.7500 1.32288 .25000
female 22 2.5000 .91287 .19462
does nutrient led you
choose the above
mentioned brand?
male 28 2.2857 1.27242 .24046
female 22 2.1818 1.00647 .21458
does advertisement led you
choose above mentioned
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
does packaging led you
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
55
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