“A Comparative Study of Rasna Ju-C in relation to other competitors: Understanding Consumer Behaviour Approach in Bhopal city”

Rishabh Shukla

Beverage is any potable liquid with or without alcohol that may satisfy thirst or hunger, or may even provides pleasure to the drinker.

The group of product categories that includes Tea, Coffee, Cocoa, Still and Carbonated Beverages, Alcoholic Products, Vegetable Drinks, Alcoholic Industry, Alcoholic Mixers, Isotonic Beverages, Bottled Waters, Milk Based Beverages, and Belly wash.

Growing at a CAGR of about 35 percent annually.Non-carbonated markets are growing at a double-digit growth rate.

http://timesofindia.indiatimes.com

Introduction to the Industry

Contd.Branded fruit beverage market in India is estimated to be

worth Rs. 1,100 crore. (nectars, drinks and juices combined)

The juice and juice drink category is among the fastest growing segments.

Fruit drinks as a category is growing at 15 per cent, carbonated soft drinks are growing at 6-8 per cent.

It’s the fastest growing liquid beverage category.

More than 90 % of sales happen through the unorganized route - juice centers, street corner shops and so on.

Chairman & M.D. : Mr. Piruz Khambatta

Establishment Year : 1984 Nature of Business : Manufacturer &

Exporters

Rasna is a soft drink concentrate brand owned by Pioma Industries which is based in Ahmadabad, India. Rasna claims 92.7% market share in non carbonated

soft drinks concentrate powder.www.rasnainternational.com

Company overview

Rasna Ju-CRasna Ju-C launched in 2012.Rasna Ju-C is a nutritionally health beverage

product with a 100% of vitamin C.Rasna Ju-C is contained a 20% fruit pulp.Rasna Ju-C available in PET bottle in different

quantity such as 200 ml, 250 ml, 300 ml, 500 ml, and 1 liters.

Rasna Ju-C available in orange, mango, guava, apple, pineapple, mix fruit and lemon flavors.

Project ObjectiveTo study the consumer behavior and

satisfaction level toward the Rasna Ju-C and other brand.

To comparison between Rasna Ju-C and different brands.

To study the brand awareness towards the Rasna Ju-C and other brands.

Theoretical Framework and BackgroundWhat is consumer behavior- Buying behavior

is the decision process and acts of people involved in buying and used product.

Factor influenced a consumer buying behavior

1- Cultural 2- Social 3- Personal 4- Psychological.

www.market&research.com

Contd.Competitor analysis in marketing and strategic

management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats.

Research Methodology

Research Methodology- Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how the research is done scientifically.

Research Design- DescriptiveData Collection Primary - The primary data is collected by a

structured questionnaire. Secondary- Internet, E-Journals etc.Size of Sample- 100

Data Analysis, Results and InterpretationGender

Interpretation- In this study 62% male and 38% female respondent are part of my target population and they help me to fulfill my questionnaire from different area of Bhopal city.

Male62%

Female38%

Age

Interpretation- In this study 6% of respondent are of below 16 years, 24% respondent are between 16-25, 53% respondent 25-40 and 17% respondent are above 40.

Below 16 years6%

16-25 years24%

25-40 years53%

above 40 year

s17%

Monthly consumption (Average)

Interpretation- In this study 50 % of the person are consumed a 0-3 liters fruit juice in per month, 29% consumed a 4-6 liters, 14% consumed a 7-9 liters and 7% users are consumed a 10 and an above of fruit juice in monthly.

0-3 Liters50%

4-6 Liters29%

7-9 Liters14%

10 and above Liters7%

Pack size of the juice generally preferred by a consumer

Interpretation- In this study 57% of person prefers a Individual pack or small pack and 43% person are prefer a Family pack.

Individual57%

Family Pack43%

Favorite flavor preferred by a consumer

Interpretation- In this study 58% person like a Mango flavor, 31% like a Orange flavor and rest of the like a some other flavor.

Orange31%

Apple3%

Pineapple3%

Mango58%

Guava2%

Mix Fruit3%

The juice which consumers prefer

Interpretation – 38% prefer a loose juice and 62% like a packed juice.

Loose 38%

Packed62%

Factor affect a consumer buying behavior

Interpretation- 46% preferred a brand, 31% preferred a taste, 19% preferred a price and 4% preferred a others.

Price19%

Taste31%

Others4%

Brand 46%

Factor

Competitors Analysis

Interpretation- 42% person are like a Tropicana, 25% Like Real, 25% Fresco and 8% like a some other product.

Real Tropicana Fresco Rasna Ju-C Any other0

5

10

15

20

25

30

35

40

45

25

42

25

2

6

Liking of flavors of Rasna Ju-C

Interpretation- 85% of the person are like a Rasna Ju-C flavors.

Like85%

Dislike15%

Conclusions After conducting the survey and analysis the

data collected, it can be concluded that:- Most of the person preferred a mango and

orange flavor. 42% person are liked Tropicana in Bhopal

city.According to the study today time person are

preferred a brand and quality of the product.

Limitations of the projectMany of the respondents were busy in their

work so they have not given proper time to answer the question. So sample size remained small.

Best efforts were made to consider all important variables of the study. Chance of some of the variable not appearing in the study are also their.

Shortage of time is also reason for incomprehensiveness.

Recommendations

Company will be not sold a expiry product its creates a negative image of the company.

Company should be a need to supply a product in timely.

Referencingwww.euromonitorinternational.com as on

09/07/2014www.indiainfoline.com as on 10/07/2014www.rasnainternational.com as on

10/07/2014www.datamonitor.com as on 10/07/2014www.iift.edu.in as on 10/07/2014

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