bourn vita a brand popular product and its effects on school going children

0

PRESENTED BY SHERIN VINCENT

1

The Lady of Grace Trust St. Gonsalo Garcia College of Arts & Commerce

A PROJECT

ON

DATA INTERPRETATION ITS EFFECTS OF HEALTH DRINK(BOURN VITA) ON

SCHOOL GOING CHILDREN

in the course of RESEARCH METHODOLOGY

SUBMITTED TO

UNIVERSITY OF MUMBAI,

FOR SEMESTER –IV OF

MASTER OF COMMERCE

BY

SHERIN VINCENT

ROLL NO.21

UNDER THE GUIDANCE OF

Prof.SEBASTIAN REBELLO

YEAR - 2014 – 15

2

St. Gonsalo Garcia College of Arts & Commerce

Behind Cricket Ground, Vasai, Thane (Dist) - 401202.

DECLARATION BY THE STUDENT

I, SHERIN VINCENT student of M Com Part-II Roll Number 21 hereby

declare that the project for _ _RESEARCH METHODOLOGY_ the title, “-

_________________________________________________________________” submitted by

me for Semester –IV during the academic year 2014-15, is based on actual work carried out by

me under the guidance and supervision of Prof._SEBASTIAN REBELLO__

I further state that this work is original and not submitted anywhere else for any examination.

Signature of Student

EVALUATION CERTIFICATE

This is to certify that the undersigned have assessed and evaluated the project on

“_________________________________________________________________________”

submitted by SHERIN VINCENT Student of M Com Part-II.

This project is original to the best of our knowledge and has been accepted for Internal

Assessment.

Internal Examiner External Examiner Principal

Prof.SEBASTIAN REBELLO Prof. Dr.CICILIA CARVALHO

3

St. Gonsalo Garcia College of Arts & Commerce

Internal Assessment: Project 40 Marks

Name of the Student

Class

Division

Roll

Number.

First name : SHERIN

Father’s Name: VINCENT

Surname : JOSEPH

M COM

PART II

A

21

Subject: RESEARCH METHODOLOGY

Topic for the Project: DATA INTERPRETATION ITS EFFECTS OF HEALTH DRINK(BOURN VITA) ON

SCHOOL GOING CHILDREN

Marks Awarded Signature

DOCUMENTATION Internal Examiner (Out of 10 Marks)

External Examiner (Out of 10 Marks)

Presentation (Out of 10 Marks)

Viva and Interaction (Out of 10 Marks)

TOTAL MARKS (Out of 40)

4

CONTENT

TITLE NAME/ TOPIC NAMES PG.NOs

1. HISTORY AND ACHIEVEMENTS OF BOURNVITA 5

2. OBJECTIVES OF THE SURVEY

6

3. SCOPE OF THE STUDY

7

4. LIMITATION

8

5. METHODOLOGY 9

6. METHODS OF DATA COLLECTION 10

7. QUESTIONNAIRE 11

8. ANALYSIS AND DATA INTERPRETATION 17

9. MAJOR FINDINGS AND RECOMMENDATIONS 26

10.CONCLUTIONS 28

11.BIBILIOGRAPHY 30

5

HISTORY AND ACHIEVEMENTS OF BOURNVITA:

In Indian company was incorporated on July 19th 1948 as a private limited company under

the name of Cadbury- Fry (India). Soon thereafter the company launched Bourn vita.

Through the years, Bourn vita has been a market leader in the Health Drinks market as well

as has a dominant share of the Chocolates market. Cadbury Bourn vita was introduced in

1948. Since then, it has always been the leading brown MFD brand in the country and the

second largest MFD brand as a whole. Bourn vita has worked towards achieving this status

by never remaining motionless. Throughout its history, Bourn vita has constantly

endeavored to re-invent its product, packaging, promotion and distribution. Each has been

aimed at improving the value proposition to the consumer. The message sent out through

communication as well as packaging simply stated that the ‘new Bourn vita would meet the

nutritional needs of children and make up for any deficiencies in nutrition as a result of

improper food intake’. At the same time, the company strongly promoted the practice of

consuming two cups of Bourn vita to ensure that this happened. The effort enabled the brand

to create greater relevance for the category – and hence the brand –amongst plain milk

drinkers. It was a winning formula that yielded double digit growth over the next two years

and significantly contributed to the brands’ development .An energetic brand, Bourn vita

went through another change in 2001, with a complete overhaul of branding, packaging and

communication. To make the brand contemporary and reinforce the equity with its loyal

consumers. An assessment post the successful re-launch, showed that Bourn vita had further

strengthened its leadership position in the West and had attained market leadership in the

North. Bourn vita has a unique taste which 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 turn this gives the child the confidence to succeed in life. In 2001 Bourn vita, complete

with new packaging and design was re-launched. It had many firsts. Bourn vita introduced a

pet jar (shifting from the old glass bottle). It introduced shrink-sleeved packaging (from the

old jar labels). There was a complete re-design of the logo. A loyalty program me, in the

form of a Bourn vita Nutrition Centre, dedicated to counseling mothers on her child’s daily

nutritional needs was opened. It was Bourn vitas way of showing it cared. The core values

of the brand have been mental alertness and physical fitness for children who consume

Bourn vita daily. This layered with the great Cadbury chocolate taste has made the brand

distinct from other offerings in the consumers mind.

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OBJECTIVES OF THE SURVEY

1. To find out the different products of health drink.

2. To find out the market share of Bourn vita.

3. Study of people choice among various health drinks.

4. To find out the customers satisfaction about the health drink Bourn vita.

5. To find out the availability of the product Bourn vita.

6. To find out the effect of advertisement on people.

7. To find out the difference in price structure of various health drinks

available in market.

7

SCOPE OF THE STUDY

1. Various companies offering Health Drinks such as Bournvita, Complan,

Horlicks, Boost.

2. The project was done to identify the issue of decision making, taste,

prefrence, awarness, etc.

3. The survey was in the region VASAI

4. The time duration for the research work was one month.

8

LIMITATION

Every study conducted may have certain shortcoming and this project is

also a similar case. A few errors have crept in despite of best efforts to

avoid them but this is expected that still study and findings are very much

relevant:-

• The first limitation is that the accuracy of the project and

conclusion is totally dependent on the accuracy of data collected

and data analysis.

• Due to time constraint the survey is confirmed to measures.

• The respondents were selected randomly and therefore might not

be a true representation of total consumers due to such a large

universe.

• Over projections by the respondent to impress the surveyor is also

possible.

• The recommendation is given totally based on the information

collected through questionnaires and personal interviews.

• Each child defers from another.

http://image.slidesharecdn.com/healthdrinks-110317094617-phpapp02/95/project-report-on-market-share-of-health-drinks-26-728.jpg?cb=1300374133

9

METHODOLOGY

Research Design Research design is arrangement of condition of collection and analysis of

data in a manner that companies relevance of data to be collected. The sample to be selected

in a manner in which the data so collected is to be organized. It constitutes the main body of

the research design. The present study conducted through a survey method using a well-

formed and framed questionnaire. Research design is the plan and structure of investigation

so conceived as to obtain answers to research questions.

Types of Data Primary Data:

Primary data:-The primary data are those which are collected afresh and for the first time,

and thus happens to be original in character. Primary data for this project was collected

through questionnaire.

Secondary Data:-The secondary data are those which have already been collected by

someone else and which have already been passed through the statistical process. Secondary

data for this project were collected from the internet and library.

Sources of Data- The primary and secondary source was used in the research. The

information gathered for this project is differing from person to person as there is

differences in each human being. So the observation and the survey of the people are the

primary sources of data from this project. As such secondary data are collected from internet

and library. Sample Plan Sample plan can be define as the selection of some part of an

aggregate or totality on the basis of which a judgment or inference about the aggregate or

totality is made. In other words it is the process of obtaining information about an entire

population by examining only a part of it. The sampling plan for this project would be

customer which includes School going children’s.

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METHODS OF DATA COLLECTION

The type of data collection begins after a research problem has been defined and research design

chalked out. While deciding about the method of data collection to be used for the study. The

researcher should keep in mind two types of data that are Primary Data and Secondary Data.

Methods of collecting primary data particularly in survey and descriptive researches are:

1. Observation Method.

2. Interview Methods.

3. Through Questionnaires.

4. Through schedules.

Methods of collecting secondary data particularly in survey and descriptive researches are:

1. Various publications of central, state, and local governments.

2. Various publications of foreign governments or of international bodies and their subsidiary

organizations.

3. Technical and trade journals.

4. Books, magazine, news papers.

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QUESTIONNAIRE

1. NAME:______________________________

1. Do you take any health drink? ( ) Yes ( ) No

2. Which health drink do you prefer? ( ) Bournvita ( ) Horlicks ( ) Boost ( ) Complan ( ) Any other

3. How often do you consume? ( ) Once a day ( ) Twice a day ( ) Weekly ( ) occasionally 4. What is your quantity of purchase for a month? ( ) 250 gm ( ) 500 gm ( ) 1 kg ( ) More

than 1 kg 5. How do you prefer your health drink? ( ) Cold ( ) Hot ( ) Moderate

6. How do you find the taste? ( ) Good ( ) Best ( ) Better ( ) Satisfactory 7. From where do you purchase your health drink? ( ) Retailer ( ) Wholesaler ( ) Cafeteria ( ) Others

8. At what age did you start taking health drink? ( ) 3-5 ( ) 5- 10 ( ) 10 - 15 ( ) 15 and above

9. What is the availability of product? ( ) Regular ( ) Irregular ( ) Not available at all 59 10.How do you come to know about the product? ( ) Television ( ) News Paper ( ) Magazine ( ) Family and Friends ( ) Display at retail outlet ( ) Any other

11.How do you find the advertisement of the company for production of product? ( ) Good ( ) Better ( ) Best ( ) Satisfactory

12.Are you influenced by advertisement? ( ) Yes ( ) No 13.What is the general quantity that you take in a health drink? ( ) 1 Tea-Spoon ( ) 2 Tea-Spoon ( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon

14.What improvement do you want? ( ) Reduction in price ( ) Attractive Packing ( ) Change in Taste ( ) None

15.Are you satisfied with your drink? ( ) Yes ( ) No

2. NAME:______________________________






12

8. At what age did you start taking health drink? ( ) 3-5 ( ) 5- 10 ( ) 10 - 15 ( ) 15 and

above 9. What is the availability of product? ( ) Regular ( ) Irregular ( ) Not available at all 59 10.How do you come to know about the product? ( ) Television ( ) News Paper ( )

Magazine ( ) Family and Friends ( ) Display at retail outlet ( ) Any other 11.How do you find the advertisement of the company for production of product? ( )

Good ( ) Better ( ) Best ( ) Satisfactory 12.Are you influenced by advertisement? ( ) Yes ( ) No 13.What is the general quantity that you take in a health drink? ( ) 1 Tea-Spoon ( ) 2

Tea-Spoon ( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon 14.What improvement do you want? ( ) Reduction in price ( ) Attractive Packing ( )

Change in Taste ( ) None 15.Are you satisfied with your drink? ( ) Yes ( ) No

3. NAME:______________________________


2. Which health drink do you prefer? ( ) Bourn vita ( ) Horlicks ( ) Boost ( ) Complan ( ) Any other 3. How often do you consume? ( ) Once a day ( ) Twice a day ( ) Weekly ( )

occasionally 4. What is your quantity of purchase for a month? ( ) 250 gm ( ) 500 gm ( ) 1 kg ( ) More

than 1 kg 5. How do you prefer your health drink? ( ) Cold ( ) Hot ( ) Moderate 6. How do you find the taste? ( ) Good ( ) Best ( ) Better ( ) Satisfactory

7. From where do you purchase your health drink? ( ) Retailer ( ) Wholesaler ( ) Cafeteria ( ) Others

8. At what age did you start taking health drink? ( ) 3-5 ( ) 5- 10 ( ) 10 - 15 ( ) 15 and above 9. What is the availability of product? ( ) Regular ( ) Irregular ( ) Not available at all 59

10.How do you come to know about the product? ( ) Television ( ) News Paper ( ) Magazine ( ) Family and Friends ( ) Display at retail outlet ( ) Any other

11.How do you find the advertisement of the company for production of product? ( ) Good ( ) Better ( ) Best ( ) Satisfactory 12.Are you influenced by advertisement? ( ) Yes ( ) No

13.What is the general quantity that you take in a health drink? ( ) 1 Tea-Spoon ( ) 2 Tea-Spoon ( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon

14.What improvement do you want? ( ) Reduction in price ( ) Attractive Packing ( ) Change in Taste ( ) None 15.Are you satisfied with your drink? ( ) Yes ( ) No

4. NAME:______________________________

1. Do you take any health drink?

( ) Yes ( ) N 2. Which health drink do you prefer? ( ) Bourn vita ( ) Horlicks ( ) Boost ( ) Complan ( ) Any other

13

3. How often do you consume? ( ) Once a day ( ) Twice a day ( ) Weekly ( )

occasionally 4. What is your quantity of purchase for a month? ( ) 250 gm ( ) 500 gm ( ) 1 kg ( ) More than 1 kg

5. How do you prefer your health drink? ( ) Cold ( ) Hot ( ) Moderate 6. How do you find the taste? ( ) Good ( ) Best ( ) Better ( ) Satisfactory

7. From where do you purchase your health drink? ( ) Retailer ( ) Wholesaler ( ) Cafeteria ( ) Others 8. At what age did you start taking health drink? ( ) 3-5 ( ) 5- 10 ( ) 10 - 15 ( ) 15 and

above 9. What is the availability of product? ( ) Regular ( ) Irregular ( ) Not available at all 59

10.How do you come to know about the product? ( ) Television ( ) News Paper ( ) Magazine ( ) Family and Friends ( ) Display at retail outlet ( ) Any other 11.How do you find the advertisement of the company for production of product? ( )

Good ( ) Better ( ) Best ( ) Satisfactory 12.Are you influenced by advertisement? ( ) Yes ( ) No

13.What is the general quantity that you take in a health drink? ( ) 1 Tea-Spoon ( ) 2 Tea-Spoon ( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon 14.What improvement do you want? ( ) Reduction in price ( ) Attractive Packing ( )


5. NAME:______________________________






8. At what age did you start taking health drink? ( ) 3-5 ( ) 5- 10 ( ) 10 - 15 ( ) 15 and above

9. What is the availability of product? ( ) Regular ( ) Irregular ( ) Not available at all 59 10.How do you come to know about the product? ( ) Television ( ) News Paper ( ) Magazine ( ) Family and Friends ( ) Display at retail outlet ( ) Any other

11.How do you find the advertisement of the company for production of product? ( ) Good ( ) Better ( ) Best ( ) Satisfactory

12.Are you influenced by advertisement? ( ) Yes ( ) No 13.What is the general quantity that you take in a health drink? ( ) 1 Tea-Spoon ( ) 2 Tea-Spoon ( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon

14.What improvement do you want? ( ) Reduction in price ( ) Attractive Packing ( ) Change in Taste ( ) None

14


6. NAME:______________________________


2. Which health drink do you prefer? ( ) Bournvita ( ) Horlicks ( ) Boost ( ) Complan ( ) Any other 3. How often do you consume? ( ) Once a day ( ) Twice a day ( ) Weekly ( )

occasionally 4. What is your quantity of purchase for a month? ( ) 250 gm ( ) 500 gm ( ) 1 kg ( ) More








7. NAME:______________________________


( ) Yes ( ) No 2. Which health drink do you prefer? ( ) Bournvita ( ) Horlicks ( ) Boost ( ) Complan ( ) Any other

3. How often do you consume? ( ) Once a day ( ) Twice a day ( ) Weekly ( ) occasionally

4. What is your quantity of purchase for a month? ( ) 250 gm ( ) 500 gm ( ) 1 kg ( ) More than 1 kg 5. How do you prefer your health drink? ( ) Cold ( ) Hot ( ) Moderate

6. How do you find the taste? ( ) Good ( ) Best ( ) Better ( ) Satisfactory 7. From where do you purchase your health drink? ( ) Retailer ( ) Wholesaler ( )

Cafeteria ( ) Others 8. At what age did you start taking health drink? ( ) 3-5 ( ) 5- 10 ( ) 10 - 15 ( ) 15 and above

9. What is the availability of product? ( ) Regular ( ) Irregular ( ) Not available at all 59

15

10.How do you come to know about the product? ( ) Television ( ) News Paper ( )

Magazine ( ) Family and Friends ( ) Display at retail outlet ( ) Any other 11.How do you find the advertisement of the company for production of product? ( ) Good ( ) Better ( ) Best ( ) Satisfactory

12.Are you influenced by advertisement? ( ) Yes ( ) No 13.What is the general quantity that you take in a health drink? ( ) 1 Tea-Spoon ( ) 2

Tea-Spoon ( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon 14.What improvement do you want? ( ) Reduction in price ( ) Attractive Packing ( ) Change in Taste ( ) None


8. NAME:______________________________

1. Do you take any health drink? ( ) Yes ( ) No 2. Which health drink do you prefer? ( ) Bournvita ( ) Horlicks ( ) Boost ( ) Complan ( )

Any other 3. How often do you consume? ( ) Once a day ( ) Twice a day ( ) Weekly ( )

occasionally 4. What is your quantity of purchase for a month? ( ) 250 gm ( ) 500 gm ( ) 1 kg ( ) More than 1 kg

5. How do you prefer your health drink? ( ) Cold ( ) Hot ( ) Moderate 6. How do you find the taste? ( ) Good ( ) Best ( ) Better ( ) Satisfactory

7. From where do you purchase your health drink? ( ) Retailer ( ) Wholesaler ( ) Cafeteria ( ) Others 8. At what age did you start taking health drink? ( ) 3-5 ( ) 5- 10 ( ) 10 - 15 ( ) 15 and

above 9. What is the availability of product? ( ) Regular ( ) Irregular ( ) Not available at all 59

10.How do you come to know about the product? ( ) Television ( ) News Paper ( ) Magazine ( ) Family and Friends ( ) Display at retail outlet ( ) Any other 11.How do you find the advertisement of the company for production of product? ( )

Good ( ) Better ( ) Best ( ) Satisfactory 12.Are you influenced by advertisement? ( ) Yes ( ) No

13.What is the general quantity that you take in a health drink? ( ) 1 Tea-Spoon ( ) 2 Tea-Spoon ( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon 14.What improvement do you want? ( ) Reduction in price ( ) Attractive Packing ( )


9. NAME:______________________________




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4. What is your quantity of purchase for a month? ( ) 250 gm ( ) 500 gm ( ) 1 kg ( ) More








10. NAME:______________________________


( ) Yes ( ) No 2. Which health drink do you prefer? ( ) Bournvita ( ) Horlicks ( ) Boost ( ) Complan ( ) Any other


4. What is your quantity of purchase for a month? ( ) 250 gm ( ) 500 gm ( ) 1 kg ( ) More than 1 kg 5. How do you prefer your health drink? ( ) Cold ( ) Hot ( ) Moderate

6. How do you find the taste? ( ) Good ( ) Best ( ) Better ( ) Satisfactory 7. From where do you purchase your health drink? ( ) Retailer ( ) Wholesaler ( )

Cafeteria ( ) Others 8. At what age did you start taking health drink? ( ) 3-5 ( ) 5- 10 ( ) 10 - 15 ( ) 15 and above

9. What is the availability of product? ( ) Regular ( ) Irregular ( ) Not available at all 59 10.How do you come to know about the product? ( ) Television ( ) News Paper ( )

Magazine ( ) Family and Friends ( ) Display at retail outlet ( ) Any other 11.How do you find the advertisement of the company for production of product? ( ) Good ( ) Better ( ) Best ( ) Satisfactory

12.Are you influenced by advertisement? ( ) Yes ( ) No 13.What is the general quantity that you take in a health drink? ( ) 1 Tea-Spoon ( ) 2

Tea-Spoon ( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon 14.What improvement do you want? ( ) Reduction in price ( ) Attractive Packing ( ) Change in Taste ( ) None


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ANALYSIS AND DATA INTERPRETATION

1. DO YOU TAKE ANY HEALTH DRINK?

ANSWER NO. OF RESPONDANTS PERCENTAGE

YES 26 92%

NO 4 8%

TOTAL 30 100%

2. WHAT HEALTH DRINK DO YOU PREFER?


BOURNVITA 20 60%

HORLICKS 3 12%

BOOST 2 10%

COMPLAN 4 14% ANY 1 4%

TOTAL 30 100%

HEALTH DRINKS

YES

NO

PREFERANCEBOURNVITA

HORLICKS

BOOST

COMPLAN

ANY

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The above chart shows that most people like Bourn vita.

3. HOW OFTEN DO YOU CONSUME?

ANSWER NO. OF RESPONDANTS PERCENTAGES

ONCE IN A DAY 15 60%

TWICE IN A DAY 3 6%

WEEKLY 2 14%

OCCASSIONALY 10 20%

TOTAL 30 100%

4. WHAT IS YOUR QUANTITY OF PURCHASE FOR A MONTH?

ANSWERS NO. OF RESPONDAND PERCENTAGE

250gm 8 20%

500gm 9 21%

1kg 11 51%

More than 1kg 2 8%

TOTAL 30 100%

ONCE IN DAY

TWICE IN DAY

WEEKLY

OCCASSIONALLY

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5. HOW DO YOU PREFER YOUR HEALTH DRINK?

ANSWERS NO. OF RESPONDANTS PERCENTAGES

COLD 14 48%

HOT 10 30%

MODERATE 6 22%

TOTAL 30 100%

6. HOW DO YOU FIND THE TASTE?

ANSWERS NO. OF RESPONDANTS PERCENTAGE

GOOD 9 22%

BETTER 7 20%

BEST 11 50%

SATISFACTORY 3 8%

TOTAL 30 100%

QUANTITY PURCHASED

250gm

500gm

1kg

more than 1kg

COLD

HOT

MODERATE

20

7. FROM WHERE DO YOU PURCHASE YOUR HEALTH DRINK?


RETAILERS 19 70%

WHOLESAILERS 5 12%

CAFETERIA 4 10%

OTHERS 2 8%

TOTAL 30 100%

0

10

20

30

40

50

60

GOOD BETTER BEST SATISFACTORY

TASTE

TASTE

PURCHASES

RETAILERS

WHOLESAILERS

CAFETERIA

OTHER

21

8. AT WHAT AGE DID YOU START TAKING HEALTH DRINK?


3-5years 15 60%

5-10years 10 34%

10-15years 3 4%

15 and above 2 2%

TOTAL 30 100%

9. WHAT IS THE AVAILABILITY OF THE PRODUCT?


REGULAR 12 64%

IRREGULAR 10 30%

NOT AVAILABLE AT ALL 8 6%

TOTAL 30 100%

AGE

3-5YEARS

5-10YEARS

10-15YEARS

15 & ABOVE

22

10. HOW DO YOU COME TO KNOW ABOUT THE PRODUCT?

ANSWERS NO.OF RESPONDANTS PERCENTAGES

TELEVISION 11 54%

NEWS PAPER 3 6%

MAGAZINES 2 4%

FMLY & FRNDS 4 8%

DISPLAY 9 26%

ANY 1 2%

TOTAL 30 100%

AVAILABILITY

REGULAR

IRREGULAR

NOT AVAILABLE

23

11. HOW DO YOU FIND THE ADVERTISEMENT OF THE COMPANY PRODUCT?


GOOD 5 17%

BETTER 7 23%

BEST 8 27%

SATISFACTORY 10 33%

TOTAL 30 100%

0

10

20

30

40

50

60

Series 1

0

5

10

15

20

25

30

35

GOOD BETTER BEST SATISFACTORY

ADVERTISEMENT

Series 1

24

12. WHAT IS THE GENERAL QUANTITY THAT YOU TAKE IN YOUR HEALTH

DRINK?


1 TEE SPOON 5 17%

2 TEE SPOON 15 50%

3 TEE SPOON 7 23%

MORE THAN 3 SPOON 3 10%

TOTAL 30 100%

13. WHAT IMPROVEMENT DO YOU WANT?


REDUCTION IN PRICE 11 36%

ATTRACTIVE PACKAGING 10 33%

CHANGE IN TASTE 7 23%

NONE 2 8%

Series 1

0

20

40

60

1 TEE SPOON2 TEE SPOON

3 TEE SPOONMORE THAN 3

QUANTITY INTAKE

Series 1

25

TOTAL 30 100%

15.ARE YOU SATISFIED WITH THE HEALTH DRINK?

ANSWERS NO. OF RESPONDANTS PERCENTAGE

YES 25 83

NO 5 17

TOTAL 30 100

0

5

10

15

20

25

30

35

40

CHANGE IN

TASTEATTRACTIVE

PACKAGINGREDUCTION IN

PRICENONE

Series 1

Series 1

SATISFACTION

YES

NO

26

MAJOR FINDINGS AND RECOMMENDATIONS

T HE MAJOR FINDINGS OF THE REPORT ARE AS FOLLOWS:-

1. It is found that 92% people take health drink

2. It is seen that most people like bournvita and complan.

3. 60% of people drink health drink once a day while 20% take occasionally.

4. It is seen that 50% of people purchase 500 gm packet while 22% purchase 1 kg.

5. It is observed that 48% respondent like to have the health drink Cold while 30% take it Hot

and remaining 22% take it in Moderate manner.

6. It is analyzed that 50% respondent rank their drink as under best category while 22%, 20%,

and 8% are ranked as good, Better and last satisfactory.

7. It is observed that most of people ie.70% purchases their health drink from retailer while 12%

from wholesaler, 10% from Cafeteria and remaining 8% from other sources.

8. It is found that 64% people start taking health drink from the age 3yrs- 5 yrs and rest are 30%

at 5 yrs- 10 yrs, 4% for 10 yrs- 15 yrs and 2% for 15 yrs and above.

9. 64% respondent says that their product is regular while 30% says it is irregular and 6% says

the product is not available at all.

10. Television and Display at Retail Outlay are two important media for the awareness of

product.

11. It is seen that 36% of people is satisfied with the advertisement of the drink.

12. It is seen that 72% of respondent are not influenced while only 28% are influenced by

advertisement.

13. It is observed that 60% consume 2 Tea-Spoon of health drink.

14. Majority i.e. 32% of them wants reduction in price and 28% want attractive packing.

27

15. It is clearly seen that 70% of respondent are satisfied with their health drinks while 30% are

not satisfied.

Recommendation:

• I would recommend that the companies should strength its distribution channel especially

at cafeteria and local retailer, which is the biggest market for health drink.

• The companies should make use of more advertising media like T.V., Display at various

outlets, Hoardings etc. that are very useful to increase the awareness regarding the product.

• The companies should come up with new types of schemes which would attract more

number of people toward their product.

• The feedback of the retailer should be collected regularly so that the companies can come

to know that were they are standing.

• Design some attractive scheme for retailer, which can differentiate from competitors and

interesting for retailer.

• Try to build a good image of the company

28

CONCLUSIONS

As the customer is considered to be the king of the market, this fact is very much true for

the liquid food drink industries. It is very important on the part of the organization to

learn customer behavior in order to increase their sale and create a good brand image in

the minds of the customer. Bourn vita has always been the leading brown MFD(Milk

Food Drink) brand in the country with Market share -17%.

An assessment post the successful re-launch, showed that Bourn vita had further

strengthened its leadership position in the West and had attained market leadership in the

North. From the survey carried out and after data analyses of the information obtain it

can be concluded that people are aware of different brands of health drink. Most of the

customers prefer to use 1 glass a day as it is convenient in both way in terms of quantity

and notorious. Brand name is consider as an important factor while purchasing a health

drink and in which Bourn vita of health drink is most preferred brand name among the

customer. It is also concluded that Television has played a vital role in spreading

awareness of various health drink brands. Many people also consider the quality and

hygiene maintain by the company. It is also found that price plays an important role in

any product but service also plays equal importance in success of any product. All the

information gathered during this survey and after analyzing it properly one come to only

one conclusion that liquid food drink industries has a great scope in future.

29

BIBILIOGRAPHY

WWW.GOOGLE.COM

WWW.YAHOO.COM

WWW.SCRIBED.COM

WIKIPEDIA

ADVERTISING BOOKS

RESEARCH METHODOLOGY

MAGAZINES

http://www.google.com/

http://www.yahoo.com/

http://www.scribed.com/

bourn vita a brand popular product and its effects on school going children

Healthcare

cadbury bourn vita

new bourn vita

marks total marks

marks external examiner

sherin vincent roll

sherin vincent student

marks viva

marks presentation