A SYNOPSIS ON

IMPACT ANALYSIS OF REVOLUTIONIZED

PACKAGING IN FRUIT JUICE INDUSTRY

Submitted By:
YOGESH KUMAR ROLL NO: 1102870021

Under The Supervision Of: Mrs. POONAM GAUR Asst. PROFESSIOR (DEPARTMENT OF MANAGEMENT)

In partial fulfillment for the course of Master of business administration

IDEAL INSTITUTE OF TECHNOLOGY, GHAZIABAD

INTRODUCTION
Packaging is among the high growth industries in India. A high degree of potential exists for almost all user segments which are expanding appreciably-Possessed foods, hard and soft drinks, fruit and marine products, cosmetics and personal care, office stationary and accessories, fabrics and garments, white goods and other durables, electrical appliances and equipments, entertainment and other electronics, shoes and leather ware, gems and jewellery, toys and sports goods, chemicals and fertilizers. Due to lower manufacturing costs, India is fast becoming a preferred hub for packaging production. The Indian packaging industry has made a mark with its exports that comprise flattened cans, printed sheets and components, crown cork, lug caps, plastic film laminates, craft paper, paper board and packaging machinery, while the imports include tinplate, coating and lining compounds and others. In India, the fastest growing packaging segments are laminates and flexible packaging, especially PET and woven sacks. The market size for packaging materials & systems for food, pharmaceuticals, cosmetics, toiletries, Ind. products, textiles, handicrafts, etc. accounts for 4%, while rigid & semi-rigid plastic containers is about 9%.The metal and tin containers accounts for 10%, glass containers 10% , corrugated board & boxes 23%, paper & paper board 36% and other ancillary materials like tapes straps, labels, adhesives, etc. - 8%. Upgradation, both of functionality and aesthetics, characterizes the recent trends in the industry. Elaborate and more expensive packaging is penetrating deeper into marketing of industrial products and even agro-based products, like food and personalcare products, drugs and pharmaceuticals, consumer durables and electronic products, especially entertainment products.

OBJECTIVE AND SCOPE OF THE STUDY

The main objective of this research was: To establish consumer understanding of the terms pure, and freshly squeezed when used to describe fruit juice, and how the terms from concentrate and not from concentrate are perceived by consumers. Additionally, other objectives considered in carrying out this research were: To establish understanding of the labels (packaging) of the various types of fruit juice. To look at understanding of fruit juice labelling in general and gauge the importance of the information contained on them. To look at the profile of those who drink fruit juice on a regular basis.

RESEARCH METHODOLOGY
This research was conducted by face-to-face in-hall interviewing, whereby respondents were screened according to their consumption of fruit juice. Only those who were buyers of orange, apple, grapefruit or pineapple juice on a regular basis (at least once a month) were interviewed. No quotas were set on gender or social grade, however, it was ensured that interviews amongst a representative range of ages were obtained. Each interview lasted approximately 15 minutes. Fieldwork was conducted from 15th 20th March 2002, in three locations in the UK (North, Midlands and South East). A total of 318 interviews were achieved. Fully experienced interviewers carried out all interviewing and prior to the start of fieldwork all interviewers were briefed on the project objectives. In order to enhance the quantitative findings and to look in more detail at some of the issues surrounding consumer understanding of the terms used to describe fruit juice, a small-scale qualitative study was also undertaken. A total of 17 mini-depth interviews were conducted at the halls, amongst respondents who had already taken part in the quantitative research. These interviews were conducted in two locations in the Midlands and the South East. A mix of respondents were interviewed for the qualitative research in terms of age, social grade and gender. Interviews lasted approximately 20 minutes, ++++++with a 5 voucher being offered as a token of appreciation for taking part in the research. Specialist qualitative research executives conducted all interviews, with each interview being tape-recorded and analysed. All those who took part in the quantitative research were shown photographs of the various types of fruit juice packaging, in order to prompt for understanding of the type of juice each contained. Examples of these showcards can be found in Appendix 2 at the end of this report. It is important to point out that throughout this report, any mention of the labels of fruit juice packaging refers to the packaging as a whole. As most of

the information regarding the type of fruit juice is given on the front of the packaging, this is what most respondents refer to when deciding which type to

purchase. It does not refer to the ingredients listing. Also it is important to note is that where charts do not always add up to 100% exactly, this is due to the rounding up of figures. Wherever the qualitative research is referred to, it is in italics.

CONCLUSION
Understanding of the terms not from concentrate and from concentrate was poor, with the term concentrate in particular causing confusion amongst consumers. There was a general feeling that a juice either from concentrate or not from concentrate has water either added or taken away. Juice, from concentrate is perceived to be of a cheaper quality, with the addition of additives and/or flavourings and sugars. The term pure was seen to signify a juice that does not contain additives, however, when this term is used alongside from concentrate it was interpreted to mean a lower quality juice. Freshly squeezed juice was seen as juice that has been squeezed and immediately packaged. This type of juice was recognised as a pure juice with no additives and was seen as a good quality, premium product. Despite a poor understanding of the terms used to describe fruit juice, the majority of respondents said they found the information contained on the labels of fruit juice relatively easy to understand. It would seem that there was some recognition about the type of juice based on the image of the product, for example, its packaging, where it is placed in the supermarket and the price. In this sense, consumers who are used to buying fruit juice already have pre-conceived ideas about what they are buying and so the process by which the fruit juice is made is not a consideration when deciding which to purchase. Given that consumers felt they had a reasonable understanding of the type of fruit juice they buy, it is not surprising that many did not refer to the Labeling information on a regular basis.