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Analysis

CHAPTER – 4

Analysis

Introduction

Today consumers have a great variety of options when they decide to buy any range of

products. The disposable incomes of households are increasing. Consumers are ready

to spend on products which they find healthier, nutritious and safe to use. This provides

a great opportunity for marketers to come out with new creative and innovative

products.

Consumers want o read the information on the packaging and labels as they are

practising healthy eating habits. What are the ingredients in the product and how they

can help them are attributes which are very crucial for them to consider. Also, it is

important to measure the most essential factors that appeal or trigger, a consumer’s

preferences in buying their favourite brand, flavour and type of fruit juices

A survey was conducted with help of a questionnaire to be filled by people that covered

students, housewives, men and women from different walks of life, specifically from

Mumbai region.

Analysis was performed based on various tests and statistics followed by related

hypothesis.

The below are the profiles of the people who were surveyed and their respective

demographics.

Table 4.1.1 Analysis on Customer Profiling

Gender

What is your gender?

Frequency % Percentage % Cumulative

Valid Male 186 62.0 62.0 62.0

Female 114 38.0 38.0 100.0

Total 300 100.0 100.0

Fig: 4.1.1

From the above table and pie chart, it is seen that more number of male respondents

answered to the questionnaires circulated compared to 38% of female population who

participated in the survey on packaged fruit juices.

Questionnaire was circulated to a sample size of 300 people both online and offline. 186

males and 114 female answered the questionnaire.

62% who took and answered the questionnaire were males.

Table 4.1.2 Age bracket

Under what age bracket do you fall?

N Frequency % Percentage % Cumulative

Valid 18-25 146 48.7 48.7 48.7

25-30 97 32.3 32.3 81.0

30 above 57 19.0 19.0 100.0

Total 300 100.0 100.0

The table clearly shows that out of 300 sample size, the younger generation that is in

the age group of 18-25 were the maximum. 146 people in this age group answered

followed by 97 people in the age group 25-30.

Only 57 people out of 300 who answered were in the age group 30 and above. This

also shows that the majority of people that is 243 people were in the younger age group

of 18 to 30.

Fig. 4.1.2

From the above charts, it is indicated that 48.67% of the audience were under an age

bracket of 18-25 years of age while 32.33% of them fell into the age of 25-30 years of

age. The rest 19% included people aged 30 years and above.

Since most of the younger generation are people who want to consume healthier, safe

and nutritious products, this kind of sample distribution will help us evaluate the trend in

this sector and age profile group, for packaged fruit juices. Moreover 81% people are

between the age group 18 to 30 years which will be helpful in our research study.

Table 4.1.3 Income-- Monthly

Monthly income?


Valid <10,000 194 64.7 64.7 64.7

11,000-20,000 39 13.0 13.0 77.7

20,000-30,000 33 11.0 11.0 88.7

30,000-40,000 13 4.3 4.3 93.0

>40,000 21 7.0 7.0 100.0

Total 300 100.0 100.0

Fig. 4.1.3

The above tabular chart and pie chart for monthly income indicates a majority of 64.67%

population fell under the income level of Rs. 10,000 and below.

The rest 13% included those whose income was Rs. 11,000 – Rs. 20,000. The least

number of audiences were those whose income was recorded between 30,000 to Rs.

40,000 and Rs. 40,000 and above being 4.33% and 7% respectively.

Table 4.1.4 Educational Qualification

What is your Educational Qualification?


Valid SSC 4 1.3 1.3 1.3

HSC 7 2.3 2.3 3.7

Graduation 221 73.7 73.7 77.3

Post graduation 68 22.7 22.7 100.0

Total 300 100.0 100.0

Out of sample size of 300 respondents 221 were graduates and 68 out of them were

post graduates. The level of education of this sample size was quite good. Around 96%

respondents had qualification higher than graduation.

Fig: 4.1.4

The above table and pie chart shows the educational qualification of individuals who

were surveyed. When it comes to the educational qualification, it was indicated that

73.67% of respondents were only graduates topping the list while 22.67 % stood

second with post graduation in terms of qualification. The remaining 2.33% were HSC

and SSC pass outs.

This clearly establishes the fact that our sample size is quite rich in terms of education

qualification. We are also trying to test that whether qualification plays a role in terms of

selecting packaged fruit juices.

4.1.5 Profession

Which profession?


Valid Student 183 61.0 61.0 61.0

Service 96 32.0 32.0 93.0

Housewife 16 5.3 5.3 98.3

Business 5 1.7 1.7 100.0

Total 300 100.0 100.0

Out of the sample size of 300 respondents, 183 were students. We have also seen in the earlier table that these were graduates and post graduates students as the number of them were very high. 96 respondents were working full time and were in service. Only 5 people were in business and 16 respondents were housewife

The relations between student, younger generation, qualification etc are what marketers need to know when they make marketing strategies for packaged fruit juices. It is normally an accepted fact that people who are educated, young and have good disposable incomes are people who like to spend and buy products which are healthier, safe and have nutritional value.

But the million dollar question is whether this fact is true. For argument sake if we say, yes. We still need to understand that since packaged fruit juices are low involvement

products for many in this age group, whether these parameters have a direct relation to impact positively, the buying behaviour of consumers.

Fig. 4.1.5

The above table on professions of respondent was taken into consideration for gauging

their responses on packaged fruit juices.

As per the above charts, it is indicated that the percentage of respondents were

students with a majority of 61%, 32% were into service, a small proportion of 5 % were

in business and 1.67% constituted a smaller population of housewives.

Table 4.1.6 Marital status

What is your marital status?


Valid SINGLE 222 74.0 74.0 74.0

Married 78 26.0 26.0 100.0

Total 300 100.0 100.0

The sample size selected for this study was 300. Out of this 222 were single and 78 were married.

We in this study also want to understand whether marital status has any affects on the attitude, perception and the purchase decision making behaviour of the consumer. Many literature reviews suggest that packaged fruit juices are products which are generally bought in the monthly grocery budget. This therefore is normally decided by

housewife. This may mean that married respondents have more say in buying these types of products.

Our study will determine the truth and the fact as we proceed further in the research.

We will analyse many other attributes and related parameters.

Fig.4.1.6:

From the above table and chart, the marital status of a majority of respondents were

recorded with a “single” status with 74% being the highest while 26 % were married.

The above demographics form a basis of the type of respondents who were interested

in consuming packaged fruit juices, further corresponding to their preferences regarding

packaged fruit juices, through various questions as mentioned in the questionnaire.

1.2 Analysis and inferences on Consumer buying at titudes, perceptions and preferences towards Packaged Fruit Juices.

To assess the efficiency of the samples and surveys taken based on demographic

characteristics of packaged fruit juices, a questionnaire was circulated both online and

offline to 300 people.

The analysis and survey was essential in finding out the main factors and triggers that

motivated consumers to buy as well as consume packaged fruit juices. Based on the

questions put forward to the participants, clear analysis and findings were recorded.

The questions and their respective findings were grouped into the following headings:

1. Customer preferences towards buying behaviour

2. Preferred media channel on Advertising

3. Factors important while purchasing

4. Brand Preference

5. Loyalty

6. Consumer Packaging Preferences

1. Consumer’s personal preferences towards buying b ehaviour

Table 4.2.1

For whom do you buy fruit juice?

N Frequency % Percentage

% Cumulative

Valid myself 163 54.3 54.3 54.3

family 124 41.3 41.3 95.7

Children 10 3.3 3.3 99.0

Organisation 3 1.0 1.0 100.0

Total 300 100.0 100.0

Out of total 300 respondents who participated in the survey, 163 respondents said that

they buy packaged fruit juices for their own consumption. 123 of them said they buy it

for their families, 10 for their children and only 3 out of our sample said they buy for their

organization.

This clearly shows that students, who formed the major part of the group in our sample

obviously will buy products for their personal consumption and use. But it should also be

noted that 124 respondent also buy for their families. The pack size therefore becomes

crucial. As for personal consumption the pack size preferred will be smaller but for

family a bigger pack will be preferred.

Fig. 4.2.1

Source: Researcher‘s compilation from the study

Inference:

As per the scanned data in the above graph 4.2.1 pertaining to study consumer buying

behaviour and perception towards packaged fruit juices, it is observed that 54.33%

respondents buy fruit juices for themselves while 41.33% buy for their family and the

rest 1% buy for the organisation. This means that majority of population purchase fruit

juices for themselves.

Table 4.2.2

How often do you have fruit juice?

N Frequency

% Percentage % Cumulative

Valid 1-3 times a week 127 42.3 42.3 42.3

4-6 times a week 42 14.0 14.0 56.3

More than 6 times in a week

17 5.7 5.7 62.0

Rarely (fortnightly) 114 38.0 38.0 100.0

Total 300 100.0 100.0

The above table show that 127 respondent buy packaged fruit juices one to three times a week. 42 respondents buy it four to six times in a week. Only 17 respondents reported that they buy more than six times a week. 114 people bought in fortnightly.

We may therefore conclude that majority of people buy packaged fruit juices one to three times a week followed very closely by people who buy fortnightly.

Fig. 4.2.2


Inference:

The above table and pie chart indicates the frequency of consumption of fruit juices

(Packaged and loose) based on days and weeks. It was indicated that majority of

respondents (42.33%) consumed fruit juices 1-3 times, while 38% constituted of those

respondents who consumed fruit juices rarely or fortnightly.

Further on, it was seen that 14% of respondents were those who consumed fruit juices

4 – 6 times a week and lastly, the rest 5.67% formed a part of those who consumed

more than 6 times. Thus the ones who drank fruit juices more frequently were more in

numbers.

Table 4.2.3:

Quantity bought?


Valid 200-250 ml (Tetra pack) 139 46.3 46.3 46.3

300ml 52 17.3 17.3 63.7

500 ml bottle 54 18.0 18.0 81.7

1 litre 55 18.3 18.3 100.0

Total 300 100.0 100.0

139 respondents reported that they prefer to buy 200 to 250 ml of tetra pack. As we have seen that most of our sample prefer to buy for themselves, that means for their own consumption and use, therefore they prefer a pack which is convenient and comfortable to consume at one time.

Fig. 4.2.3


Inference:

The scanned data of pie chart and table indicates the quantity of purchase by

respondents. It was observed that 46.33% of the participants opted to purchase tetra

pack of 200 – 250 ml which topped the purchase percentage while the second highest

was 1 litre with 18.33% followed by 18% and 17.33 % with 500 ml and 300 ml bottles

respectively.

Table 4.2.4:

Reasons for drinking packaged fruit juices?


Valid To quench my thirst 49 16.3 16.3 16.3

To get energy 39 13.0 13.0 29.3

To get refreshed 54 18.0 18.0 47.3

I feel healthy or health conscious

61 20.3 20.3 67.7

It enjoy drinking it 53 17.7 17.7 85.3

It reflects my attitude 5 1.7 1.7 87.0

It tastes good 27 9.0 9.0 96.0

It gives me mental relaxation

12 4.0 4.0 100.0

Total 300 100.0 100.0

61 respondents said, they drink packaged fruit juices because they feel healthy. The next highest reason was they felt refreshed, 54 people said so. This was followed very closely, 53 of them, who said they drink fruit juices because they wanted to get refreshed.

49 respondents out of 300 said they consume packaged fruit juices as and when they wanted to quench their thirst followed by 39 who drink to get energy. 27 respondents said they drink as it tastes good and 12 participants said it gives them mental relaxation.

This table therefore shows that there are many reasons which the marketers need to take into consideration when making their marketing strategies.

Fig. 4.2.4


Inference:

The scanned data of pie chart and table indicates the major reasons and factors that

persuaded respondents who, preferred to buy packaged fruit juices. It was revealed that

health consciousness was a major driver behind opting for packaged fruit juices which

measured a high of 20.33%.

The other factors in the list were refreshment with 18%, enjoyment of drinking with

17.67%, to get energised with 13%, to quench ones thirst with 16.33%, taste with 9%,

mental relaxation with 4% and attitude reflection with 1.67%.

Table 4.2.5:

How important is Colour while making purchase for p ackaged fruit juice?


Valid Very Important 277 92.3 92.3 92.3

Somewhat Important 18 6.0 6.0 98.3

Less important 2 .7 .7 99.0

Not at all important 3 1.0 1.0 100.0

Total 300 100.0 100.0

277 people out of 300 respondents felt that colour was a very important parameter, which strongly prompts their decision to buy packaged fruit juices. Marketers therefore need to understand and use the right colour, which will immensely help them, so that consumer goes and buy their products.

Fig. 4.2.5


Inference:

The above scanned data indicates the colour of the fruit juice as a major preference by participants while purchasing fruit juices. It was observed that 92.33% of people considered “colour” as being most important while 6% of respondents felt colour of the fruit juice was somewhat important. The rest of the respondents, 0.67% and 1% considered colour as less important and not at all important respectively.

Table 4.2.6:

How important is Taste while making purchase for pa ckaged fruit juice?




Less important 3 1.0 1.0 97.0


Total 300 100.0 100.0

Out of 300 respondents, 269 participants felt that taste is very important when deciding

to buy packaged fruit juices. Only 19 of them felt it is somewhat important, 9 felt not at

all important and 3 felt it is less important.

Marketers need to find out and analyse what kind of taste will consumers prefer to buy

and consume.

As is seen from the above table that around 90% of the respondents will buy and

consume, if they like the taste of the packaged fruit juice.

Fig. 4.2.6


Inference:

The above bar chart and table shows taste as a preference for purchasing packaged

fruit juices, it was inferred that 89.67% of people were of the opinion that taste is very

important and should be present in fruit juices as this was the driving factor for

participants. The rest 6.33% felt that taste was somewhat important while 1% and 3% of

them felt that taste was less important and not at all important respectively.

Table 4.2.7:

How important is flavour while making purchase for packaged fruit juice?






Total 300 100.0 100.0

Fig. 4.2.7


Inference:

When it comes to flavour, the above scanned graph indicated a rise of percentage of

46.33% opting for flavour as the most important factor in fruit juices while 33.67% of

people were of the opinion that flavour was somewhat important to them. The remaining

10% opined that flavour was less important and the rest 10% never considered flavour

important at all in packaged fruit juices.

2. Preferred media channel on Advertising

Table 4.2.8: Medium you come across for your packa ged fruit drink brand?


Valid TV 127 42.3 42.5 42.5

Radio 3 1.0 1.0 43.5

Newspaper / magazine

29 9.7 9.7 53.2

Hoardings and banners

26 8.7 8.7 61.9

Word of mouth 54 18.0 18.1 79.9

Store display / signage

54 18.0 18.1 98.0

Others 6 2.0 2.0 100.0

Total 299 99.7 100.0

Missing System 1 .3

Total 300 100.0

Fig. 4.2.8


Inference:

The above scanned graph indicated that a majority of people preferred 42.33% interest in television as a medium when making decisions on purchasing their packaged fruit juice. 18% of respondents preferred buying their fruit juices when they viewed them through store display/signage and word of mouth each. The rest 9.67% opted for newspapers as their medium, 8.67% through hoardings and banners, 1% preferred radio and the rest 0.33% preferred some other medium.

Table 4.2.9:

Do you feel the urge to buy/ consume packaged fruit juices after advertisements or other media channels?

N

Frequency % Percentage % Cumulative

Valid Yes 139 46.3 46.5 46.5

No 160 53.3 53.5 100.0

Total 299 99.7 100.0

Missing System 1 .3

Total 300 100.0

This question was asked to the respondents to understand whether and how effective is

advertisement or other different media channels influences their buying decision for

packaged fruit juices.

Out of 300 respondents who answered this question, one was missing and 160 of them

said that when they see such advertisement, it does not bring in urge in them to go and

buy them.

However 139, respondents said, yes after seeing the advertisement the urge to go buy

and consume the packaged fruit juices goes up in them.

Fig. 4.2.9


Inference:

The above scanned data shows the need of advertisements and its impact on

consumers. Therefore it was analysed that 53.51% of respondents did not feel the urge

to buy or consume packaged fruit juices after viewing advertisements or media

channels while 46.49 % felt that they felt like purchasing packaged fruit juices after

viewing advertisements.

From the graph, it is clear that people do not necessarily get influenced by

advertisements for purchasing packaged fruit juices.

Table 4.2.10:

How important is Store display while making purchas e for packaged fruit juice?






Total 300 100.0 100.0

Researcher designed a question in the questionnaire to understand, that does attractive

and effective store display plays an important part, when they take a purchase decision

to buy packaged fruit juices?

133 respondents out of 300 confirmed that it is somewhat important. As when we don’t

intend buying but see a store display, we get an impulse to buy. 116 respondents felt

that store display is very important. As an attractive store display attracts them to the

shelf where the packaged juices are displayed and most of the time it ends in a

purchase.

While 29 of them felt it is less important and 22 respondents felt is is not at all important.

Fig. 4.2.10


Inference:

The above scanned graph shows “Store display” as a driving force behind purchasing

packaged fruit juice. As per the graph, it is estimated that 44.33% people considered

store display as somewhat important for buying packaged fruit juice, while 38.67%

people considered it as very important. 9.67% respondents felt it was less important

while 7.33% respondents did not find store display important at all.

3. Factors important while purchasing

A) Price

Table 4.2.11

How much do you spend weekly on lifestyle?

N % Percentage % Cumulative

Valid Less than Rs. 500 130 43.3 43.3 43.3

Rs. 500 to Rs. 1000

118 39.3 39.3 82.7

Rs. 1000toRs. 3000 49 16.3 16.3 99.0

Rs. 3000 and more 3 1.0 1.0 100.0

Total 300 100.0 100.0

A very important part is to find out how much the consumer has willingness to pay.

Researcher designed a few questions about this. One of them was to understand how much does consumers spend weekly on maintaining their lifestyles. Out of 300 respondents 130 said that they spend less than Rs 500/- weekly to maintain their lifestyle while 118 said they spend anywhere between Rs 500/- to Rs 1000/- weekly. 49 respondents said they spend between Rs 1000/- and Rs 3000/- Only 3 respondents out of 300 said they spend above Rs 3000/- weekly on their lifestyle maintenance.

Fig 4.2.11


Inference:

As per the scanned data in the above graph, analysis on life style spending was created

whereby it was indicated that 43.33% respondents spent less than Rs. 500 on lifestyle

while 39.33% spent Rs. 500- Rs. 1000. The other 16.33% respondents spent Rs. 1000

– Rs. 3000 on lifestyle and only1% respondents spent more than Rs. 3000.

Table 4.2.12:

How much you spend weekly on packaged fruit juices?


Valid Less than Rs. 50 125 41.7 41.7 41.7

Rs.50- Rs.100 93 31.0 31.0 72.7

Rs. 100 - Rs. 500 67 22.3 22.3 95.0

Rs.500 – Rs. 1000

15 5.0 5.0 100.0

Total 300 100.0 100.0

In order to understand the weekly spending done by the sample group on packaged fruit

juices, researcher designed a question on this in the questionnaire circulated to all

respondents.

Out of 300 respondents, majority of 125 said they spend less than Rs 50/- weekly on

buying packaged fruit juices. 93 said they spend between Rs 50 and Rs 100. Only 15

respondents said they spend anywhere between Rs 500 to Rs 1500/- weekly on buying

packaged fruit juices and 67 of them spent Rs 100 to Rs 500/-.

As therefore can be very clearly seen there exists a lot of potential in the market for this

kind of product and good marketing can definitely increase the market for packaged fruit

juices.

Fig.4.2.12


Inference:

As per the data in the above graph, it is indicated that 41.67% respondents spent less

than Rs. 50 on packaged fruit juices while 31% spend between Rs. 50 – Rs. 100,

22.33% spent between Rs. 100- Rs. 500 and the rest 5 % spent between Rs. 500 – Rs.

1000.

A lot of penetration of the market needs to be done. The market therefore promises

great potential.

Table 4.2.13:

If the packaged fruit juice brands increased their prices, would you still buy it?


Valid Yes 198 66.0 66.0 66.0

No 102 34.0 34.0 100.0

Total 300 100.0 100.0

To take it forward and understand the willingness to buy and at what price the

consumers are willing to buy, researcher designed a questionnaire, to understand that if

the price of the packaged fruit juices are further increased, will they still prefer to buy?

To the astonishment of the researcher, the respondents answered this question very

positively. 198 respondents out of the sample size of 300 commented that if the

marketer increased the price of the packaged fruit juices then also they will continue to

buy.

While 102 respondents very emphatically concluded that if the prices are increased

further they will stop buying.

The question therefore to ponder for the marketer is what is that incremental price that

the consumer is ready and willing to pay, so that they continue buying?

Fig. 4.2.13


Inference:

As per the scanned data in the above graph, it is indicated that 66% respondents agreed to buy packaged fruit juices, irrespective of a rise in prices by various brands while 34% of them refused to buy packaged fruit juices if prices rose.

Table 4.2.14:

How important is Price while making purchase for pa ckaged fruit juice?




Less important 137 45.7 45.7 92.3


Total 300 100.0 100.0

When the researcher through the questionnaire asked the respondents how important is

price for them when buying packaged fruit juices, 137 respondents felt and said it is less

important for them. However 78 felt it was important but to some extent and 62

respondents concluded it was of prime importance for them. A small part that is only 23

respondents felt it was not at all important.

Price is always value for money. If the marketer can reinforce the value the consumers

will derive out of buying and consuming packaged fruit juice, the safety, nutrition and

health benefits that consumers will inherit on consumption, we are sure price would no

long be a major consideration for them.

Fig. 4.2.14


Inference:

As per the scanned data in the above graph, it is indicated that most respondents

(45.67%) considered price as less important while 26% of them found it somewhat

important. The rest 20.67% opined that price was a very important factor and the rest

7.67 % did not feel price was important at all while making decisions on purchasing

packaged fruit juice.

B) Nutrition and freshness

Table 4.2.15

When purchasing packaged fruit juices, do you look for the nutrition values on its packing?


Valid Yes 161 53.7 53.7 53.7

No 68 22.7 22.7 76.3

Sometimes 71 23.7 23.7 100.0

Total 300 100.0 100.0

Nutrition is very vital parameter for people consuming packaged fruit juices. Researcher

therefore wanted to understand how important are nutritional value for the consumers.

Moreover do consumers look at what are the nutritional values present in the product

and is it very clearly mentioned on the label.

Out of 300 respondents 161 of them felt that yes, nutritional values are very important to

them and that they read the label in detail to find out what are the components and how

much nutritional value will each of them provide when they consume it.

68 respondents said that it was not important to them however 71 respondents felt that

it is sometimes important for them and they look and read the label to find out the

values.

Fig.4.2.15


Inference:

As per the scanned data in the above graph, it is indicated that the nutritional values on

the cover of packaged fruit juices were considered important and 53.67% respondents

looked out for nutritional values while 22.67% did not look out for nutritional values and

the rest 23.67% seldom looked for it.

Table 4.2.16:

How important is the ‘freshness’ factor to you when buying a packaged fruit juice?



Not so important 30 10.0 10.0 100.0

Total 300 100.0 100.0

Fig. 4.2.16


Inference:

As per the scanned data in the above graph, the freshness factor was taken into

consideration.

And as per the findings, 90% respondents considered freshness of packaged fruit juices

as very important while the remaining 10% did not find it to be very important.

Table 4.2.17:

How important is Expiry while making purchase for p ackaged fruit juice?



Somewhat Important 1 .3 .3 100.0

Total 300 100.0 100.0

Since people who would be consuming packaged fruit juices will consume because of safety, health and nutrition, expiry factor will definitely be an important consideration, thought the researcher. Out of 300 respondents who were asked this question, a whopping 299 respondents said that expiry while making purchase for packaged fruit juice is a very important factor. Fig. 4.2.17


Inference:

As per the scanned data in the above graph, the manufacturing and expiry dates on the

packaged fruit juices were taken into consideration and it is indicated that 99.67%

respondents considered this information as being very important and should be

displayed on the packs of fruit juices, while a very small portion of 0.33% respondents

felt that it was somewhat important.

Table 4.2.18:

How important is Cleanliness while making purchase for packaged fruit juice?




Total 300 100.0 100.0

Fig4.2.18


Inference:

As per the scanned data in the above graph, it is indicated that the cleanliness factor

was taken into consideration while purchasing packaged fruit juices. When taken a

survey, it indicated that 98% respondents considered cleanliness as the most important

factor while 2% felt that cleanliness was somewhat important.

Table 4.2.19:

How important is Pulp content while making purchase for packaged fruit juice?






Total 300 100.0 100.0

When asked how important was pulp when buying packaged fruit juices. 202 respondents out of 300 said that presence of pulp in fruit juice is a very important factor. 89 respondents felt it is somewhat important and 6 people felt it is less important. Only 3 respondents reported that, to them the presence of pulp in the packaged fruit juices were not at all important. Fig 4.2.19


Inference:

As per the scanned data in the above graph, it is indicated that the pulp content in

packaged fruit juices were considered very important by 67.33% respondents, while

29.67% found it somewhat important, 2% as less important and 1% as not at all

important.

Table 4.2.20:

How important is Veg / non- veg while making purcha se for packaged fruit juice?

N % Percentage %

Cumulative





Total 300 100.0 100.0

Fig.4.2.20


Inference:

As per the scanned data in the above graph, it is indicated that 35% of respondents

considered the “Veg and non-veg” information as very important to be mentioned on the

pack of fruit juice. 23.67% of them found it somewhat important, while 20.33% found it

less important and according to the rest 21%, it was not at all important.

4. Brand Preference

Table 4.2.21

Which of the following brands do you prefer the mos t?


Vaid Real 83 27.7 27.7 27.7

Tropicana 139 46.3 46.3 74.0

Mazza 31 10.3 10.3 84.3

Slice 9 3.0 3.0 87.3

Appy 9 3.0 3.0 90.3

Frooti 11 3.7 3.7 94.0

Mangola 8 2.7 2.7 96.7

Pulpy orange 10 3.3 3.3 100.0

Total 300 100.0 100.0

Fig.4.2.21


Inference:

As per the scanned data in the above graph, the preference for the brand name was

measured and it was found that the most preferred brand was Tropicana.

46.33% surveyed respondents preferred Tropicana, while 27.67% opted for Real,

10.33% for Mazza, 3.67% for Frooti, 3.33% for Pulpy orange and 3% for Slice.

Table 4.2.22:

How important is Brand ambassador while making purc hase for packaged fruit juice?




Less important 129 43.0 43.0 98.0


1 .3 .3 100.0

Total 300 100.0 100.0

In order to understand how important is a brand ambassador for brand recall and or buying of packaged fruit juices, researcher incorporated this question in the questionnaire.

129 respondent out of 300 said that brand ambassador is less important to them when they buy packaged fruit juices while 91 of them thought and reported that it was very important for them.

74 respondents felt it is somewhat important while 5 said brand ambassador for this kind of products are not at all important to them, when they consider and buy packaged fruit juices.

Fig. 4.2.22

Inference:

As per the scanned data in the above graph, the preference for brand ambassador by

participants was taken into consideration. It revealed that 43% respondents considered

the brand ambassador as less important. 30.33% of them considered brand

ambassadors as very important, 24.67% considered them as somewhat important and

1.67 % considered brand ambassadors for packaged fruit juices as not at all important.

4. Loyalty and trust

Table 4.2.23

Are you a loyal customer towards the above mentione d brands?


Valid Yes 198 66.0 66.0 66.0

No 102 34.0 34.0 100.0

Total 300 100.0 100.0

198 respondents out of 300 said that they are very loyal to the brands they consume while 102 said that they are open and consider different brand at times. This depends on environment at that time.

Fig. 4.2.23


Inference:

As per the scanned data in the above graph, the loyalty factor for packaged fruit juices

was measured. It showed that 66% of respondents were loyal to the brands when they

consumed packaged fruit juices, while 34% respondents were not brand loyal.

Table 4.2.24:

Have you ever had distrust about a packaged fruit j uice while purchasing?


Valid Yes 137 45.7 45.7 45.7

No 159 53.0 53.0 98.7

4 4 1.3 1.3 100.0

Total 300 100.0 100.0

Fig. 4.2.24


Inference:

As per the scanned data in the above graph, it is indicated that 45.67 % respondents

has distrust on packaged fruit juices while purchasing them, while 53% respondents did

not have any distrust about packaged fruit juices.

Therefore, it was inferred that majority of them do not have trust issues with packaged

fruit juices. This is very important as Indian consumers normally prefer to see local

vendor making the juice and then consume it, as they feel it is fresh. But as per

packaged fruit juices, they are not aware as to when was it manufactured and packed.

So this is a crucial point to consider and keep in mind when marketing packaged fruit

juices.

Table 4.2.25:

If yes, what are the reasons for existing mistrust?


Valid Artificial Flavouring 215 71.7 71.7 71.7

Preservative Inclusion

75 25.0 25.0 96.7

Brand Comparison 9 3.0 3.0 99.7

Family Routine 1 .3 .3 100.0

Total 300 100.0 100.0

Fig.4.2.25


Inference:

As per the scanned data in the above graph, it indicates distrust by some respondents

about packaged fruit juices. The factors that triggered this distrust were artificial

flavouring that topped the list with 71.67% responses for the same, followed by 25%

responses for preservative inclusion, 3% for brand comparison and 0.33% as a family

routine.

5. Consumer Packaging Preferences

Table 4.2.26

How important is Packaging while making purchase fo r packaged fruit juice?

N % Percentage %

Cumulative


Somewhat Important

77 25.7 25.7 99.0


Total 300 100.0 100.0

Fig. 4.2.26


Inference:

As per the scanned data in the above graph pertaining to study consumer buying

behaviour and perception towards packaged fruit juices, it is observed that 73.33%

respondents opined that packaging as a whole was a very important factor in deciding

about purchase of packaged fruit juices, while the rest 25.67% felt that it was somewhat

important and only 1% considered it as a less important factor.

Table 4.2.27:

What kind of container you prefer for your fruit ju ice?

N % Percentage %

Cumulative

Valid Glass/ Loose (from local)

43 14.3 14.3 14.3

Paper Packaged 177 59.0 59.0 73.3

Plastic Bottle Packaged

71 23.7 23.7 97.0

Metal 7 2.3 2.3 99.3

Tin 2 .7 .7 100.0

Total 300 100.0 100.0

The type of packaging also plays a vital role when it comes to convenience for consuming packaged fruit juices. Out of 300 respondent, majority of 177 respondent opined that they would like to use paper packaged container, while 71 felt they would prefer plastic bottles. Fig. 4.2.27


Inference:

As per the scanned data in the above graph pertaining to study consumer buying

behaviour and perception towards packaged fruit juices, it is observed that a majority of

people (59%) prefer consuming fruit juices in paper packed containers, while 23.67%

of audience preferred consuming fruit juices in plastic bottles. The rest 14.33%

preferred glass/loose fruit juices i.e. freshly made fruit juices and the remaining 0.67%

of them preferred tin containers which could be canned fruit juices.

4.3 Analysis of hypothesis on consumer buying behav iour and perception towards packaged fruit juices.

HYPOTHESIS 1:-

Ho: There is no relationship between age and quantity bought.

Ha: There is a relationship between age and quantity bought.

Under what age bracket do you fall and quantity you prefer to buy?

Table: 4.3.1 Cross tabulation

Count

Quantity Bought?

Total

200-250 ml

(Tetrapack) 300ml 500 ml

bottle 1 litre

Under what age bracket do you fall?

18-25

72 26 23 25 146

25-30 46 22 19 10 97

30 above 21 4 12 20 57

Total 139 52 54 55 300

Interpretation :

The above stand data in the table pertaining to A STUDY ON CONSUMER

BUYING BEHAVIOUR AND PERCEPTION TOWARDS PACKAGED FRUIT JUICES IN

MUMBAI REGION shows that nearly 24 % prefer to buy 200 -250 ml tetra pack i the

age group of 18 to 25 .

Table: 4.3.2: Chi-Square Tests

Value Degree- freedom Asymp.

Chi-Square Pearson 19.623a 6 .003

Ratio of likelihood 19.371 6 .004

Linear-by-Linear 5.769 1 .016

Valid Cases- Frequency 300

Source : Researcher’s compilation of study.

Interpretation : As the significance level is 0.003 which is less than 0.01 at 6 degree of freedom this means that chi square test is showing association between age and quantity bought. At 99% confidence level, thus null hypothesis is rejected.

Table: 4.3.3 Correlation:

Symmetric Measures

Value Std. Errora Tb Sig.

Interval by Interval

.139 .061 2.421 .016c

Ordinal by Ordinal

.114 .060 1.973 .049c

N of Valid Cases 300

Interpretation :

As the significance level is 0.016 & it is between 0.0 – 0.4 Thus there exists a weak relation between the two.

As seen from the above symmetric measures tables that null hypothesis is rejected and there exists a weak relation between age and quantity bought.

A graphical representation in under mentioned

Fig. 4.3.1

The bar chart clearly shows what we inferred. 72 people in the age group of 18 to 25 prefer to consume and buy 200 to 250 ml tetra pack. It also showed that there is a weak relation between age and quantity bought.

HYPOTHESIS- 2:-

Ho: There is no relationship between income level and spending on packaged fruit juices.

Ha: There is a relationship between income level and spending on packaged fruit juices.

What is your monthly income? * How much you spend w eekly on packaged fruit juices?

Table: 4.3.4

Crosstabulation

Count

How much you spend weekly on packaged fruit juices?

Total

Less than Rs. 50

Rs.50- Rs.100

Rs. 100 - Rs. 500

Rs.500 – Rs. 1000

what is your monthly income?

<10,000 97 58 35 4 194

11,000-20,000

13 14 9 3 39

20,000-30,000

7 12 9 5 33

30,000-40,000

3 3 7 0 13

>40,000 5 6 7 3 21

Total 125 93 67 15 300

Interpretation :

The above stand data in table no 1.1 pertaining to A STUDY ON CONSUMER


MUMBAI REGION shows that nearly 32.33%% of the respondents who are having

monthly income less than Rs 10,000 spend less than Rs 50 weekly on packaged fruit

drinks & only 1% of customer earning more than Rs 40,000 spend Rs 500 -1000

weekly.

Table: 4.3.5 Chi-Square Tests

Value Freedom degree Sig. (2-sided)




Valid Cases Frequency 300






Valid Cases Frequency 300


Interpretation :

As the significance level is 0.001 which is less than 0.01 at 12 degree of freedom this means that chi square test is showing association between income level & weekly spending on packaged fruit drinks. At 99% confidence level, thus null hypothesis is rejected.

Table: 4.3.6 Correlation:

Symmetric Measures


Interval by Interval .272 .057 4.884 .001c

Ordinal by Ordinal .278 .055 5.002 .000c


Interpretation :

As the significance level is 0.001 & is between 0.0 – 0.4, there exists a weak relation between the two.

Fig. 4.3.2

HYPOTHESIS 3:-

Ho: Income level does not have an impact on customer perception towards nutrition value of packaged fruit drinks.

Ha: Income level does have an impact on customer perception towards nutrition value of packaged fruit drinks.

What is your monthly income? * When purchasing pack aged fruit juices, do you look for the nutrition values on its packing?

Table: 4.3.7

Crosstab

Count

When purchasing packaged fruit juices, do you look for the nutrition values on its

packing?

Total Yes No Sometimes

What is your monthly income?

<10,000 87 56 51 194

11,000-20,000

28 5 6 39

20,000-30,000

26 3 4 33

30,000-40,000

7 3 3 13

>40,000 13 1 7 21

Total 161 68 71 300

Interpretation :



MUMBAI REGION shows that nearly 29% of the respondents who are having monthly

income less than Rs 10,000 look for nutrition value & only 2.3% of customer earning

more than Rs 40,000 sometimes look for nutrition value.

Table: 4.3.8

Chi-Square Tests


Chi-Square 24.343a 8 .002

Ratio 26.502 8 .001

Association 3.653 1 .056

Valid Cases 300


Interpretation : As the significance level is 0.002 which is less than 0.01 at 8 degree of freedom this means that chi square test is showing association between montly income & nutrition value of packaged fruit drinks. At 99% confidence level, thus null hypothesis is rejected.

Table: 4.3.9 Correlation

Symmetric Measures



-.111 .061 -1.920 .056c

Ordinal by Ordinal

-.183 .058 -3.216 .001c


Interpretation :

As the significance level is 0.056 & is between 0.0 – 0.4. Thus there exists a weak relation between the two.

Fig. 4.3.3

HYPOTHESIS 4:-

Ho: There is no relation between gender and quantity bought.

Ha: There is a relation between gender and quantity bought.

What is your gender and quantity you want to buy? Table: 4.3.10

Crosstabulation

Count

Quantity you want to buy?

Total

200-250 ml (Tetrapack) 300ml

500 ml bottle 1 litre

What is your gender?

Male 92 39 26 29 186

Female 47 13 28 26 114

Total 139 52 54 55 300

Interpretation :



MUMBAI REGION shows that nearly 30.66% of the respondents who are male prefer to

buy 200 -250 ml Tetra pack & 8.67% females prefer to buy 1 litre pack of fruit juice.


Value Degree of freedom Sig. (2-sided)

Chi-Square 11.169a 3 .011

Likelihood 11.227 3 .011


Frequency 300


Interpretation : As the significance level is 0.011 which is less than 0.05 at 3 degree of freedom this means that chi square test is showing association between gender & quantity of packaged fruit drinks preferred to buy. Null hypothesis is rejected at the confidence level of 95%.

Table: 4.3.12 Correlation Symmetric Measures



.138 .058 2.403 .017c

Ordinal by Ordinal

.127 .058 2.203 .028c


Interpretation :

As the significance level is 0.017 & is between 0.0– 0.4. Thus there exists a weak relation between the two.

Fig. 4.3.4

HYPOTHESIS 5:-

Ho: There exists no relationship between educational qualification and importance level of cleanliness while purchasing packaged fruit drinks.

Ha: There exists a relationship between educational qualification and importance level of cleanliness while purchasing packaged fruit drinks.

What is your Educational Qualification? * How impor tant is Cleanliness while making purchase for packaged fruit juice?

Crosstab

Table: 4.3.13 Count

How important is Cleanliness

while making purchase for packaged fruit juice?

Total

Very Important Somewhat Important

What is your Educational Qualification ?

SSC 4 0 4

HSC 6 1 7

Graduation 218 3 221

Post graduation 66 2 68

Total 294 6 300

Interpretation :



MUMBAI REGION shows that nearly 72.67 % of the respondents who are graduates

consider cleanliness as a very important factor while purchasing packaged fruit juice &

2% costumer consider cleanliness as somewhat important factor.


Value Degree of freedom Sig. (2-sided)

Pearson 6.245a 3 .100

Ratio 3.279 3 .351

Linear-by-Linear .002 1 .962

Valid Cases 300


Interpretation :

As the significance level is 0.100 which is equal to 0.1 at 3 degree of freedom this means that chi square test is showing association between educational qualification & cleanliness of packaged fruit drinks. At 90% confidence level, thus null hypothesis is rejected.

Table: 4.3.15 Correlation Symmetric Measures



-.003 .076 -.047 .962c

Ordinal by Ordinal

.001 .079 .025 .980c


Interpretation : As the significance level is 0.962 & is between 0.7 – 1.0 Thus there exists a Very strong relation between the two.

Fig. 4.3.5

HYPOTHESIS 6:-

Ho : There exist no relation between profession and the consumption level of packaged fruit drinks.

Ha : There exist a relation between profession and the consumption level of packaged fruit drinks..

How often do you have fruit juice? * What is your p rofession?

Crosstab

Table: 4.3.16 Count

What is your profession?

Total

Student Service Housewif

e Busines

s

How often do you have fruit juice?

1-3 times 82 37 8 0 127

4-6 times a week 16 18 4 4 42

More than 6 times in a week

10 7 0 0 17

Rarely (fortnightly) 75 34 4 1 114

Total 183 96 16 5 300

Interpretation :



MUMBAI REGION shows that nearly 42.33 % of the respondents have fruit juice 1- 3

times in a week & 38% have fruit juice rarely.


Value Freedom degrees Sig. (2-sided)

Pearson 28.415a 9 .001

Likelihood 23.794 9 .005

Linear-by-Linear .592 1 .442

Frequency 300


Interpretation :

As the significance level is 0.001 which is less than 0.01 at 9 degree of freedom this means that chi square test is showing association between profession & intake of packaged fruit drinks . At 99% confidence level, thus null hypothesis is rejected.

Table: 4.3.18 Correlation

Symmetric Measures



-.044 .052 -.769 .443c

Ordinal by Ordinal

-.017 .056 -.289 .773c


Interpretation : As the significance level is 0.443 & is between 0.4 – 0.7 Thus there exists a moderate relation between the two.

Fig. 4.3.6

Based on consumer preferences from the above findings, it was observed that a

majority of consumers 46.33% preferred Tropicana as their most preferred brand in the

area of packaged fruit juices. Therefore, it was essential to find out the effects

Tropicana had on consumers and the ways the brand posed itself differently to create

an impact in its audience’s minds.

1.3 About Tropicana

Tropicana was born as a brand in an American multinational company which primarily

makes soft drinks. It is been owned by PepsiCo. Over a period of time it has emerged

as the largest manufacturer of packaged fruit juices through out the world As it comes

from a large multinational company their marketing is very strong. It launches

and promotes its products very aggressively in the market place across the globe.

PepsiCo uses its marketing muscle and does great advertising and an integrated

marketing communication strategy. They promote their products both online and offline.

TV advertisement, magazines, Internet is the media used extensively.

Tropicana provides sponsorships for different events. Tropicana had approx 32%

market share in the year 2004 and is growing strongly.

Tropicana uses innovative packaging, this helps retain the freshness in their juices.

In India Tropicana fruit juices are sold in around 18 cities. They have a great distribution

network, professional manufacturing process catering to good manufacturing practises,

regulatory requirements are met. This helps Tropicana maintain the best quality in the

packaged fruit juices category products.

Research has shown that orange juice as a main fruit is essential for good health. It was

first introduced by Tropicana and made a great impact in the market. It also came up

with new fruit flavours .Packaged fruit juice drinks are targetted at children, women and

older adults.

Tropicana wants to launch the entire product line and extensions of various fruit juices

in India, they announced.

Tropicana is positioned as a brand in the health category. They took celebrities who

were in the health and nutrition sector to promote their brands. Celebrities like Anjali

Mukherji, Vandana Luthra etc recommended the brand to their upwardly mobile

clientele.

Many renowned health clubs recommend Tropicana juices across the country.

Company Product Analysis

Tropicana manufactures and markets various kind of fruit juices, starting from orange to

grapes. Their website states that they have 70 varieties of packaged fruit juices. Some

of them are under mentioned.

Orange Juice

Grapefruit

Tropicana Essentials

Chilled Juices and Juice Beverages - Assorted

Refrigerated Juice Drinks

Non- Refrigerated Juices

Tropicana Fruit Smoothies

Price Ranges

Table 4.4.1

Size Net Weight Price

Original Orange 150 ml Rs. 15/-

1 Litre Rs. 60/-

Smooth Orange 150 ml Rs. 15/-

1 Litre Rs. 60/-

Advertising Message

The creative message elements of the new re-launch campaign are based on rational

appeals and include the following punch lines.

“Just As Nature Intended”

It takes at least 12 oranges to make just one litre. Plus you can choose between

"bits" and "no bits"; original and smooth.

“Nothing Added, Nothing Taken Away”

We take pride in using only the sweetest, juiciest fruit from select orange

varieties ripened by natural rainfall and the warmth of the sun. Picked at perfect

ripeness in the middle of the growing season, we harvest what is known as

'centre cut' for mouth-watering flavour and freshness. It's no wonder that glass

after glass, Tropicana tastes so good.

Promotional Mix

The re-launch campaign was primarily built around print advertising. The main focus

was to promote the re-launched brand and to get the advertising message across to the

target market.

Part of Urban living

Today consumers want to drink better quality fruit juices. Health and nutrition are very

important to them. When they buy fruit juice products they specifically look for juices

which are 100% fruit juice. The nutrition and vitamins in the juices are very important to

them. They read the label and the pack to look for ingredients in the juice and how

these can help them stay healthy. For majority of consumer orange juice is the most

preferred.

In recent times the market for packaged fruit juice has grown very well. It has doubled in

nearly two years. The new introductions have been choices that consumer wants like

low sugar content, high in vitamins and minerals, less carbohydrate etc. Marketers are

launching new varities, few of which are going to be alternatives for alchoholic drinks.

Packaging of Tropicana and related responses

Tropicana uses fancy packing which is simple and convenient. It is attractive and the material used helps to keep the juice fresh. The brand adapted was driving new product and flavour development.

Packaging is getting innovative. Manufacturers are responding to consumers request for

lowering prices by offering smaller packs.

Tropicana promoted the brand very strongly by investing a large budget in their TV

advertisement. They highlighted the ingredients used in the juice and made a mark in

the customers mind. This advertisement helped Tropicana in reinforcing their market

positioning and also helped them differentiate from their competitors.

Analysis of Actual Market Scenario – Tropicana v/s Real

It has been seen that orange fruit juice has a great market penetration. The biggest

competitor of Tropicana is Dabur’s Real fruit juice.

Real as a brand targets mothers and children and are positioning it as a family

consumption product Real was launched in the year 2002 and is targeted asa health

drink to consumers who are health freaks.

Real fruit juice plans to increase by 40% its advertising campaigns and spending.

Today, the advertising and marketing budget of the brand is quiet decent. The company

is targeting to increase its in the home consumption. Below is a comparative study of

Tropicana v/s Real which can ascertain the most wanted brand for fruit juices and the

popular brand in terms of market share.

Vision

Tropicana: To become world’s premier beverage industry and thereby creating healthy financial rewards and growth.

Real: To provide largest range of refreshing, preservative free fruit beverages for the health and well being of every household.

The Strategic Intent

Tropicana focused on its commitment for promoting health and wellness and focusing on product formulation.

1. The World's No.1 Juice Brand

2. Ready to serve fruit beverage with no added preservatives

Variants: Fruit beverages include Orange, Cranberry, Apple, Mixed fruit, Pineapple,

Mango, Guava, Litchi, Tomato, Grape, Pomegranate and 100% Tropicana Variants.

Nutrition claims: 100ml of juice contains Energy - 48kcal, Sugars - 13g (including

natural fruit sugars), Protein- 0.1g, Fat- nil

Real focused on its competency for strong product portfolio and developing niche business backing it up with Ayurvedic foundation.

1. 100% Juice

2. No added sugar and preservatives

3. Low in sodium

Variants: Orange, Carrot juice, Multi-fruit, Apple, Mixed Fruit Spinach & Cucumber

Juice, Mixed Fruit Beetroot Carrot Juice and Real ActiV+ fibre variants.

Nutrition claims: 100ml of juice contains Energy - 48kcal, Natural sugars - 12g,

Protein- nil, Fat- nil

These juices which sell on the basis of good quality nutrition are fairly good when

compared to the fizzy drinks and other non fruit beverages.

The range is definitely appetizing especially when they are tagged as ‘natural and

sugar free'. They can awaken the taste buds, making it a perfect refreshing drink at

anytime in the day. They are certainly an "on-the-go" choice, keeping one hydrated at

all times while offering the complete goodness of the juice.

Market Survey and Analysis

PepsiCo’s Tropicana in juice market has faced a daunting challenge from Dabur's Real

brand. Dabur’s has staggering 60% market share in the industry whereas, as of now

Tropicana stands at meagre 20%. Therefore, it is clear that Real is well ahead in terms

of market presence where Tropicana is lagging.

According to survey done by AC-Nielson, out of 60,000 shops Tropicana is present

only in 12000 shops and price of knowing the name of shops cost 12 Lakhs to the

company. The need of this project was felt as company wanted to depict the real market

scenario from quality man power, free from any biases and presenting the grass root

level reality of the product’s presence in Delhi region. After taking the

feedback/suggestions from summer trainees they worked on their softspots. Secondly,

company requires to formulate sales strategies to increase their sales by leaps and

bounds. This requires Tropicana to increase its appeal and value.

Comparative Industry Analysis of Tropicana and Real

The packaged fruit juice market is estimated to be growing annually at a CAGR of

approx 25%, with Tropicana and Real, holding 40% market share each. Three types of

categories are available.

The real scenario indicates that though it is pegged at Rs 1,100 crore, the juice market

today is growing at 25% year-on-year. Dabur was a leader by far for the six-month

period from April to September of 2012 with a 52% share; Tropicana followed with 38%.

The juices category is different from the ready to-drink segment, which has brands like

Frooti, Slice and Maaza.

According to a comparative study of Tropicana against Real fruit juice in Dehradun city,

40% of respondents were aware about Tropicana as a fruit juice brand while 35% were

aware of Real as a fruit juice brand and the rest 25% knew about the other brands.

Maximum respondents were aware of Tropicana juice, which made Tropicana well

known in the city compared to other brands.

Also, the below medium of advertising were most effective when asked about their most

preferred medium of buying.

Table 4.4.2

The two brands, Tropicana and Real were rated as per consumer preferences of which

55 % respondents preferred Tropicana juice .

When it comes to real fruit juice, it indicated that 62% agreed with Real as a good fruit

juice brand while the rest did not agree with Real as a juice brand.

Table 4.4.3

Table 4.4.4

When asked about any kind of improvements, in the fruit juice for the two brands, it was

Tropicana that got a feedback on a few improvements based on price, number of

flavours, taste and most importantly the availability of the brand. The responses of

participants are depicted in the following graph and table.

Table 4.4.5

Fig. 4.4.1

When asked about rating on the service received by Tropicana to the retailers, it

showed that 15 % of respondents found its services very poor, 20% found it poor, 55%

found it good while 10% found it excellent as shown in the below table and graph.

Table 4.4.6

Fig. 4.4.2

The responses for real fruit juice indicated that 12% respondents found the services

very poor, 22% respondents found it poor, 62% found it good, and 4 % found it

excellent. As shown in the below table and graph.

Table 4.4.7

Fig. 4.4.3

Therefore, 62% retailers say good for Real fruit juice services and 55% for Tropicana.

But the rating that Real fruit juice has captured for poor and very poor by retailers is also

high as compared to Tropicana.

Based on the above questions posed to the consumers of Dehradun city and the

retailers there, it is clear that the liking, awareness and impact that Real captures from

its audience is at a much higher rate as compared to Tropicana.

However, a benefit of doubt can be given to the brand Tropicana as it is a foreign brand

as well as the consumption pattern of consumers in Dehradun, which is developed but

not urbanised as compared to metro cities stays as a drawback

It also depicts that when a survey was taken in a metro city like Mumbai, Tropicana

topped the list while in a non-metro city like Dehradun, people still weren’t totally

exposed to Tropicana as a fruit juice brand due to many factors like exposure,

availability, advertisements, etc. as observed from the survey.

12 chapter 4shodhganga.inflibnet.ac.in/bitstream/10603/54201/12/12_chapter 4.pdfthe above table and...

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