rm final project report

8/9/2019 RM Final Project Report

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Declaration by student

We, the undersigned, hereby declare that I am a Postgraduate

MBA student of the University of Kalyani in the session 2009-

2011. In fact the Project entitled Consumer behavior on

purchase of health drink . There is nothing denying the fact

that the project submitted is absolutely an original one having

expression of my hard work and endeavour to the best of my

sincerity and capability.

Subhadeep Paul

Shatabdi Roy

Swati Sarkar

Diptiman Som

Subhankar Dutta

Prithwiraj Paul.


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Executive Summery

We have made a project entitled Consumer behavior on purchase of

health drinks , which is a part of our MBA program. The project report is

based on the satisfaction or dissatisfaction of consumers, the taste and

preferences of consumers as far as Health Drinks are concerned. We have

collected the data of 60 consumers and prepare our project on the Consumer

behavior. The objective of our study is to see and analyze the test and

preference, characteristics of purchase of consumers as far as Health Drinks

are concerned. We have selected a sample size of 60 randomly and make the

necessary data analysis, graphical representation, & interpretation of them.

We have used statistical tools such as , median, Chi squire test,paired

Comparison, and some other as far it is applicable. We have shown their

responses by Bar graph & Pie graph, & also make necessary interpretation.

The result we have got by this survey is quite satisfactory. These activities

give us better understanding of marketing;


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Method to understand consumer behavior:


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Research Methodology

Research Design: We have done our project work on the basis

of a sample size of 60. We have followed the random sampling method.

Data collection Method: We have prepared questionnaires and

gathered the primary data from the consumers through it,and make the

necessary data analysis, graphical representation, & interpretation of them.

Analytical tool Used:We have used statistical tools such as median, Chi

squire test ,paired Comparison, ANOVA as far it is applicable.

Limitations of the Study

We Have to face certain limitations in our project work,

Firstly, We have done the data analysis part based on a sample size of 60,

which is a part of infinite population. So the sample size can face some error

in fulfilling the two laws i.e the results obtained from the sample cannot be

expected to represent the characteristics of population in toto.


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Data Analysis and Graphical Representation

1.No. of members in a family

Family members Frequency

1 to 3 33

3 to 6 24

6 to 9 2

more than 9 1

N 60

Numberd of member in family

0

5

10

15

20

25

30

35

1 to 3 3 to 6 6 to 9 more than 9

Seri

2.Consumpsion of Health drinks?

Response Frequency

Yes 54

No 6

N 60


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Consumer of health drin

Yes

90%

No

10%

3.Investment on Health Drinks.

Investment pattern Frequency

0-50 5

50-100 30

100-150 13

more than 150 6

N 54

Monthly Expenditure on health drink

0-50

9%

50-100

100-150

24%morethan 150

11%

5.Influencing Factor on Purchase

Factors Frequency

Price 14Taste 15

NutritionalQuality 12

Advertisement 11

Others 2

N 54


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14 1512 11

2

0

5

10

15

Price

Taste

Nutriti

onal

Quality

Advertisement

Oth

ers

Serie

6.Children consuming Health Drinks

Responses Frequency

Yes 34

No 20

N 54

Children Consuming Health

Drink

Yes

63%

No

37%

7.Consumption of Health Drink by all the Family Member

Responses Frequency

Yes 19

No 35

N 54


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19

35

Ye

No

8.Brand Loyalty of consumers

Responses Frequency

Yes 36

No 18

N 54

67%

33%

Yes

No

9.Rating of Advrtisement influence

Ratings No. of people

1 3

2 10

3 20

4 15


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5 6

N 54

3

10

20

15

6

0

5

10

15

20

1 2 3 4 5

Influence of Advertisemen

No. of peop

10. Influence of new Health Drinks on Consumer

Responses Frequency

Yes 24

No 13

Sometimes 17

N 54

45%

24%

31%

Yes

No

Someti

11.Income Group


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Income Slab Frequency

0-15k 8

15-30k 43

30-45k 7

above45k 2

N 60

Income Group

0-15k

13%30-45k

12%

above45k

3%

12.Age Group

Age Group Frequency

0-20yr 12

20-40yr 30

40-60yr 17

above60yr 1

N 60

Age Group

0-20yr

20%

20-40yr

40-60yr

28%

above60yr

2%


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Statistical Analysis of Data

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