Analysis of shift in consumption of carbonated beverages to healthy drinks

Group 5

Name SAP ID

Antara Jasrotia 80012100724

Devarshi Kansara 80012100067

Jahnvi 80012100818

Mannat Dogra 80012100575

Rogers Mathews 80012100173

Faculty in-charge – Dr. Vengalarao Pachava

Business Research Methodology – SBM

Narsee Monjee Institute of Management Studies, Hyderabad

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Acknowledgement

We wish to express our sincere thanks to our guide, Dr. Vengalarao Pachava for his constant
support and guidance to complete the work of this project.
We are much obliged to the facilities of the institution and all teaching and technical staff of
the School of Business Management for the help and co-operation they have rendered.

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Certificate of Originality
We declare that the project work with the title, “Analysis of shift in consumption of carbonated
beverages to healthy drinks” submitted by us for the partial fulfillment of the degree of MBA
at NMIMS, Hyderabad is our original work and has not been submitted earlier to any other
institution for the requirement of any course of study.
We also declare that no chapter of this manuscript in whole or in part has been incorporated in
this report from any earlier work done by others or me.
However, extracted literature has been used for this report and has been acknowledged
providing details of such literature in the references.

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Abstract
This study is to determine the preference of consumers in the Indian region for healthy drinks
and the criteria used by them to choose healthy drinks. Physical inactivity, a stressful lifestyle,
and bad food consumption have all been fostered by today's materialistic consumption habits.
One of the key reasons for the rise in unhealthy food intake is the widespread promotion of
high-fat foods, sweets, energy snacks, and carbonated beverages.

In past years, the Indian beverage industry has undergone significant transformations. These
changes are a result of changing market dynamics and consumer preferences. While all
segments of the beverage business are changing, the trend appears to be toward healthier,
lighter, and lower-calorie beverages.

Our methodology is divided into four milestones as below based on the objectives we want to
achieve in this research work. We have analyzed over 15 research papers, that can engage
consumers shift to healthy drinks over carbonated ones. We have figured out the important
aspects a consumer could consider while buying a drink, developed a questionnaire based on
the objectives we wish to find, would analyse the data in Excel, and concluded our analysis.

Keywords – Extrinsic Cues, Intrinsic Cues, Indian Consumers, Health drinks

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Contents
I. Introduction………………………………………………………………..6
II. Research Problem………………………………………………………….6
III. Research Objectives………………………………………………………6
IV. Literature Review…………………………………………………………7
V. Research Methodology…………………………………………………….9
VI. Analysis ………………………………………………………………….10
VII. Discussion …………………………………………………………….......12
VIII. Conclusion…………………………………………………………………21
IX References…………………………………………………………………23
X Appendix…………………………………………………………………...24

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 I. Introduction

In past years, the Indian beverage industry has undergone significant transformations. These
are in response to shifts in the market dynamics and consumer preferences. While all segments
of the beverage business are changing, the trend appears to be toward healthier, lighter, and
lower-calorie beverages. Consumers are drawn to these drinks by a desire for health and a fear
of illness. Drinks specifically developed to deliver energy, nutrition, and health to the human
body are among the healthier product options that are becoming increasingly popular.

In the current market environment, the sale of health drinks will draw increased rates of speed
and volume in the form of customer transactions. Fizzy (carbonated) drink consumption has
declined by 15-20% in recent years, while the market for non-fizzy drinks is predicted to grow
by 35 percent yearly. Furthermore, non-carbonated drinks are preferred by almost 75% of urban
customers. Historically, the Indian populace has had a poor level of understanding about
healthy diets, and the indigenous cuisine of each region in India naturally emphasizes high
cholesterol contributing meals. This, together with the intake of carbonated beverages, doubles
the rate of cholesterol and other lifestyle disorders. As the rural/urban population grows more
educated, the broad spectrum of young individuals is now transitioning to a more disciplined
diet program with high attention on nutritious foods and drinks. This ‘lifestyle correction,’ as
we like to call it, is critical in altering the country's well-being. Finally, spreading knowledge
about nutritious meals and beverages among India's youth is critical, since they are the future
of a healthy tomorrow. Healthy eating habits will last for a long time, as evidenced by the
producers of carbonated beverages. Most of the major FMCG companies are releasing healthy
drinks, such as 7up Revive, Fiesta, Tata Gluco Plus, Tata Water plus, and so on.

II. Research Problem

This research study covers the primary impact on the buying behaviour of the youth towards
health drinks. It includes the aspect of their willingness to shift from the soda drinks to healthy
drinks. This study also takes into account the aspects that crucially influences the buying habit
of the young minds. However, the extent of generalization of the findings of this study is limited
by the use of questionnaires as the technique of data collection. The study of preference of
health drinks is in isolation and not as a part of complete food habit may have influenced the
findings. The selection bias in selecting the educated youth also reduces the scope of
generalization.

III. Research Objectives

1. To study the perception of carbonated drinks in the minds of youth.

2. To examine the willingness of shifting to health beverages from carbonated drinks.
3. To analyse the product factors influencing the buying decision of health drinks among
youth.
4. To assess the awareness of the contents of health drinks gender wise.

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IV. Literature Review

Niraj Kumar and Subhajyoti Ray (2017) studied the attitude towards carbonated soft drinks
and pattern of consumption: a study of Gen Y consumers. According to the findings of this
study, Indian youths favoured diet drinks and fruit juices over regular soft drinks. These soft
drinks were usually consumed as distinct drinks rather than as substitutes and only on special
occasions. The study proposes four dimensions of soft drink attributes: utility, nutrition, taste,
and feeling, which were discovered to influence the views of young consumers. The attitude
about utility along with nutritional dimensions of carbonated soft drinks had a positive and
significant impact on consumption pattern. This means that each positive adjustment in either
dimension increases the chances of converting a consumer into a frequent consumer.

A. H. Ayshah Fazeenah (2021) examines Sweetened Sugar Beverages (SSB) commonly

known as soft drinks which is basically a mixture of carbonated water, flavouring agent and
sweetener. It may contain caffeine, preservatives, colouring agents, less than half a percent of
alcohol which means that the drink is non-alcoholic. The first choice of people is water and on
the second number there are Sweetened Sugar Beverages (SSB). The history dates way back
from the first marketed soft drink – honey sweetened lemon juice in the seventeenth century.
Nutrition beneficial component in the soft drinks is negligible as it contains water which is
filtered and sugar which is refined. Last year's report showed alarming numbers about Sri
Lankans that they consumed 62,000,000 litres of sweetened sugar beverages (SSB) in 2009
and eighty two percent of respondents consumed once a week or more. There are a number of
issues connected with soft drink consumption.

According to Schrempf (2014), the ill health consequences of obesity exceed those of
excessive smoking, while other numbers showed that 70 percent of world deaths are related to
obesity and chronic diseases (Räihä, Tossavainen, Turunen, Enkenberg, & Halonen, 2006).
Moreover, delivering awareness programs about dangers of consuming sugary (high calorie)
drinks and carbonated (fizzy) drinks with caffeine is suggested as a potential tool to support
healthy food intake.

Adriant Beverly (1998) said that how people like and want to buy cola drinks depends on how
good they are for them and how bad they are for them. There were 305 adults who answered
questions about their food habits and tried 8 types of commercial soda. Analysis is done by
factor analysis. These data show that even though people are worried about cutting down on
their fat intake, taste is still the most important factor in choosing cola drinks for this group of
people.

Banumathy and Hemameena(2006) studied the consumer brand preference when it came to
soft drinks. They found that after globalization, most people prefer international brands like
Pepsi and Coca-Cola, like Coca-Cola. Consumers mostly liked a certain brand or a certain drink
because of how good it tasted and how refreshing it was.

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Olson & Jacoby, 1972 examines the many aspects that influence consumer behaviour when it
comes to selecting health drinks. Products can be thought of as a collection of product-related
cues from a theoretical standpoint. The process of making conclusions about products is called
cue utilization in product perception.

Intrinsic cues are physical product qualities that cannot be changed without also changing the
physical product.

Steenkamp, 1989 states that Extrinsic cues are characteristics that are related to a product but
are not physically present in it, such as price, brand name, place of origin, type of outlet,
presentation, store personnel influence, promotion, packaging, and advertising, and are
determined by marketing efforts.

Dharmesh Motwani and Khushbu Agarwal, (July 2012) studies the buyer behaviour of
towards the Food Drinks that are in healthy category. According to the study's findings, the
nutritional status of Indians has greatly improved over the preceding two decades. Changes in
nutritional consumption, socioeconomic situations, easier access to potable water, lower
mortality, and better medical facilities all contribute to this development. The underweight in
children under the age of 5 yrs. has decreased from 63% in 1975-79 to 53% in 1988-90,
indicating a significant improvement in nutritional status. The under-five mortality rate
(U5MR), which is a key indication of a society's socioeconomic progress, health, and
nutritional status, fell from 282% in 1962 to 115% in 1994.

According to Prim Dent J., 2017, Between 1990 and 2016, sugary drink consumption was one
of the behavioural risk factors that contributed the most to the rise in globally attributable
deaths and disability adjusted life years (DALYs). Carbonated soft drink consumption is on the
rise among teenagers and has been linked to violence, hostility, depression, suicidal thoughts,
and suicide conduct.

According to Noe (2000), the research of brand choice in FMCG items is driving many
organizations to focus their strategy nearly exclusively on developing brands. Brand preference
implies comparing brands and selecting the preferred one. Various variables influence this
brand preference. Brand persona was found to be the most effective factor influencing brand
preference when identifying brand preference influencing factors. It is stated that consumers
favour a brand based on its personality or exterior qualities.

Nandagopal and Chinnaiyan (2003) used the Garrets ranking technique to rank
characteristics that influenced rural consumers' desire for soft drinks in rural areas. They
discovered that product quality came out on top, with retail pricing coming in second. Rural
consumers were influenced by the product's quality and availability, which were the most
important criteria.

A study conducted by Vartanian L. R., et al (2007) Carbonated soft drinks are primarily made
up of empty calories. High soft drink intake was linked to low milk consumption, with a 1-

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ounce reduction in soft drink consumption resulting in a 0.25-ounce rise in milk consumption.
In other words, reducing soft drink consumption by one 16-ounce serving per day would result
in an increase of about 4 ounces of milk per day; and the calcium intake was also found to be
negatively associated with soft drink consumption in the same study.

Am J Public Health. 2007, states that Obese persons do not adequately compensate for the
extra energy they consume in soft drinks with their other food intake, resulting in an increase
in sugar and overall energy intake. Several studies have found that soft drink use is linked to
higher levels of energy consumption than can be explained by the soft drinks alone.
11,17,27,34. The suggested data that soft drinks might increase hunger, impair fullness, or
simply calibrate people to a high degree of sweetness that transfers to other food choices.

Mishra (2010) study focused on soft drink rural marketing in India: opportunities and
difficulties. The findings show that the spending power of the rural population is gradually
shifting toward soft drinks. As a result, soft drink firms must employ effective marketing
methods in order to tap into the tremendous potential of rural markets. At the same time,
corporations face severe obstacles such as insufficient rural transportation, a lack of
knowledge, inefficient transportation, and storage facilities.

Dr. Satnam Ubeja and Ranjana Patel (2014) The study analysed that today's customers'
tastes are more nuanced and more critical to retailers than they were in the past. The study's
goal is to figure out what influences men's and women's preferences for carbonated and
noncarbonated beverages. The purpose of this intercept survey was to learn more about Indore
residents' taste in soft drinks. Promotional elements include Satisfaction of mental thirst, Price
and availability through ambassador promotion, Relaxation and refreshment on a special
occasion and Brand positioning. Consumers in Indore like a variety of soft drinks, and this
study will help merchants and makers of these beverages better understand the elements that
influence their customers' choices and help them build their marketing strategies. More
accurate methods of identifying and understanding diverse client segments and marketing
tactics are provided by customer profiling based on their preferences.

V. Research Methodology

Our methodology is divided into four milestones as below based on the objectives we want to
achieve in this research work.

1. Literature review to check that what objective we want to study is covered by other
researchers or not and also taking references from them to support our study based on
their conclusion in literature review we analysed over 15 research papers, empirical
studies and articles from Indian Journal of marketing, Google Scholar, Research gate,
ProQuest databases to arrive at the following factors (or independent variables) that can
engage consumer shift to healthy drinks over carbonated ones. We used a procedural
strategy to cut down to nine important independent variables that will influence the
acceptance and consumption of healthy drinks in India.

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 2. We developed a questionnaire based on the objectives that are not fulfilled from
literature review. We decided to analyse 150+ sample responses.
3. We planned to analyse the data in SPSS based on the nine categorical variables and
generate insights based on individual/combination interaction impacts of these
variables.
4. We will get a conclusion by consolidating insights from the previous step.

Data Analysis
1. Explain the data collected and their statistical treatment as well as all relevant
results in relation to the research problem you are investigating. Interpretation of
results is not appropriate in this section.
Data collected with the help of google form and responses is being collected from
eighty five respondents and all the categorical variables are treated as dependent
variables and rest as independent variables. After identification of variables, analysis
can be done along with the correlation and pivot tables.
2. Report unanticipated events that occurred during your data collection.Explain
how the actual analysis differs from the planned analysis. Explain your handling
of missing data and why any missing data does not undermine the validity of your
analysis.
There are no unanticipated events during data collection. Actual analysis is very close
to planned analysis and all the fields are mandatory in our google form so there is no
requirement of handling the missing data as far as this survey is concerned.
3. Explain the techniques you used to "clean" your data set
• Remove duplicates
When we collect our data from a range of different places and people or scrape your
data, we find we have duplicated entries. These duplicates could originate from human
error where the person inputting the data or filling out a form made a mistake.
Duplicates inevitably skew our data and/or confuse our results. So, we removed the
duplicate entries

• Remove irrelevant data

We removed timestamps, Names and email addresses of the people as this had no major
impact on the analysis.

• Clear Formatting
We removed any kind of formatting that has been applied to our documents, so we can
start from zero. This is normally not a difficult process, both excel and google sheets,
for example, have a simple standardization function to do this.

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4. Choose a minimally sufficient statistical procedure; provide a rationale for its use
and a reference for it. Specify any computer programs used.

All the data analysis is done on Microsoft excel with pivot tables and charts.

5. Describe the assumptions for each procedure and the steps you took to ensure that
they were not violated.

Assumption 1 - People from the age gap of 21-25 will be more inclined towards healthy
drinks.
Steps to ensure that they were not violated - Took the people from different age groups
to validate the fact.

Assumption 2 - Females are more inclined towards the shift of health drinks.
Steps to ensure that they were not violated - Tried to include an equal proportion of
both the genders.

6. When using inferential statistics, provide the descriptive statistics, confidence

intervals, and sample sizes for each variable as well as the value of the test statistic,
its direction, the degrees of freedom, and the significance level[report the actual p
value].

As there is more qualitative data, descriptive statistics and confidence intervals cannot
be found. The sample size for each variable is eighty-five.

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Inference

➢ Age:

15-20 - 3 responses - 3.5%

21-25 - 54 responses - 63.5%
26-30 - 23 responses - 27.1%
31-35 - 2 responses - 2.4%
35-40 - 3 responses - 3.5%

Inference: Maximum number of respondents is of age 21-25 after that age group of 26-
30 followed by 15-20, 35-40 and 31-35. Hence, we can say that millennials are
maximum respondents.

➢ Gender:

Male - 46 responses - 54.1%

Female - 38 responses - 44.7%
Others - 1 response - 1.2%

Inference: 54.1% male respondents and 44.7% female respondents and 1.2% other
gender respondents.

➢ Location:

Rural - 3 responses - 3.5%

Urban - 65 responses - 76.5%
Semi Urban - 17 responses - 20%

Inference: Majority of respondents are from urban areas, then after semi urban and rest
from rural areas.

➢ Health conscious:

1 - 2 responses - 2.4%
2 - 3 responses - 3.5%
3 - 35 responses - 41.2%
4 - 32 responses - 37.6%
5 - 13 responses - 15.3%

Inference: Majority of respondents are moderate to high health conscious. So we can

say that there is a shift to healthy drinks from carbonated drinks.

➢ Concern about level of sugar in soft drinks:

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 In total 63.25% respondents are concerned about level of sugar in soft drinks
In 15-20 age group 75% are concerned about level of sugar in soft drinks
In 21-25 age group 62.25% are concerned about level of sugar in soft drinks
In 26-30 age group 65.21% are concerned about level of sugar in soft drinks
In 31-35 age group none is concerned about level of sugar in soft drinks
In 35-40 age group 100% are concerned about level of sugar in soft drinks

65.78% of female is concerned about the level of sugar in soft drinks

51.18% of male is concerned about the level of sugar in soft drinks

Inference: from the above data we can say that the younger generation is more
concerned about sugar content in soft drinks. So, a shift is currently going on from
carbonated drinks to healthy drinks.

➢ Back page / ingredients of drink on the package:

21.05% of male and 19.57% of female always read back labels of the drink package
13.04% of male and 5.26% of female frequently read back labels of the drink package
26.09% of male and 15.79% of female never read back labels of the drink package
41.30% of male and 57.89% of female sometimes read back labels of the drink package

Inference: from the above data we can infer that female buyers read back labels more
often than male buyers.

➢ Category of drinks preferred by consumers:

In rural areas 33.33% for each carbonated, fresh juice and Milk based products.
In the Semi urban area 17.4% for carbonated, 10.34% for energy, 34.8% for fresh
juices, 24.14% for milk based, 13.79% for Packaged juices, 3.45% for Vegan drinks.
In urban areas 17.16% for carbonated, 7.46% for energy, 39.55% for fresh juices,
14.93% for milk based, 20.93% for packaged juices and 2.24% for vegan drinks.

Inference: In rural areas carbonated drinks, fresh juice and milk based products are
equally preferred. In semi urban areas mostly preferred drinks during summers are
energy drinks followed by fresh juices and rest. In urban areas most preferred is fresh
juices followed by packaged juices.

➢ Reasons for not consuming healthy drinks:

In rural area cost is major factor with 66.67% responses

In a semi urban area 11.76% is for cost, 5.88% of lack of products from known brands,
23.53% of lack of taste, 41.81% of lack of variety, 5.88% lack of rejuvenating, 11.76%
Non-availability.

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 In urban areas 20% is for cost, 20% for lack of products from known brands, 10.77%
for lack of taste, 16.92% for lack of variety, 20% lack of rejuvenating, 12.31% Non-
availability.

Inference: In rural areas cost is the major factor for buying drinks. In semi urban areas
lack of variety is a major factor for selecting drinks. In urban areas there is cost, brands
and rejuvenating is a major factor for buying drinks.

➢ Known brands:

Female respondents 13.16% like Glucon-D, 55.26% like Monster, 21.05% of Pedia sure
health, 2.63% of proteinx, 7.89% of Yakut Probiotic.
Male respondents 4.35% like Glucon-D, 71.74% like Monster, 15.22% of Pedia sure
health, 6.52% of proteinx, 2.17% of Yakut Probiotic.

Inference: based on above data we can conclude that both male and female respondents
like monster drinks.

➢ Beverages preference

Age Group (21-25)

Bottled water still 20%
Bottled water sparkling 4%
Flavored water still 3%
Pepsi / coke 18%
Diet Pepsi / diet coke 9%
Fruit juice 19%
Energy drinks 10%
Milk based beverages 16%

Age Group (26-30)

Bottled water still 20%
Bottled water sparkling 8%
Flavored water still 8%
Pepsi / coke 15%
Diet Pepsi / diet coke 5%
Fruit juice 18%
Energy drinks 9%
Milk based beverages 17%

Inference : This question intends to find out the preference of a consumer to a drink
available in the market. We have tried to analyse the data with respect to different age-
groups. From the above tables, we can infer that people prefer bottled water still/ fruit
juice/ Pepsi/ coke/ milk-based beverages majorly.

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Q. How often do you consume soft drinks?

Inference :This question intends to find out how often one consumes a soft drink. The
data is further divided on the basis of the location of the consumer. Consumers in urban
localities tend to consume soft drinks more.

Q. How often do you consume health drinks?

Inference : This question intends to find out how often one consumes a health drink.
The data is further divided on the basis of the location of the consumer. Consumers in
urban localities tend to consume health drinks more.

Q While choosing a health drink what influences people’s decision

Male Female

Calories 17% Calories 9%

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 Price 14% Price 18%

Taste 25% Taste 32%

Free from artificial 20% Free from artificial 23%

flavorings and colorings flavorings and colorings

Availability 14% Availability 9%

I don’t drink healthy drinks 9% I don’t drink health drinks 8%

Inference :- Taste appears to be the dominant factor among consumers while choosing a drink
followed by the parameter that it is free from artificial flavorings and colorings.

Q Most influencing power on your buying decisions?

Male

Parameters Count

Availability 2%

Brand name 26%

Celebrity endorsement 4%

Peer group 2%

Price 24%

Quality 30%

Taste 11%

Inference : In males, buying decisions are prominently based on three factors, namely quality,
brand name and price.

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 Female

Parameters %

Availability 3%

Brand name 13%

Celebrity endorsement 5%

Peer group 5%

Price 29%

Quality 34%

Taste 11%

In females, buying decisions are prominently based on two factors, namely quality and price.

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VI. Discussion

1. Reiterate the Research Problem/State the Major Findings

With significant changes and shifts in market dynamics and consumer preferences, the
beverage segment is shifting toward healthier, lighter, and lower-calorie beverages. Our
findings cover youth purchasing habits for health drinks as well as their willingness to switch
from carbonated to healthy drinks. The findings also take into account consumers' purchasing
habits; however, the study is limited by the use of questionnaires, and having a bias in selecting
educated youth-only narrows the scope of our findings. Our findings broaden our
understanding of the perception of carbonated drinks in the minds of young people, as well as
the product factors influencing purchasing decisions. We also assess gender differences in
awareness of the contents of health drinks. Our findings pave the way for further research into
the preferences for health drink types, whether fruit-based or milk-based.

2. Explain the Meaning of the Findings and Why They are Important

Our findings highlight the shift from carbonated to healthier drinks, which would aid in
understanding the significance of the shifting paradigms by companies in this specific segment
and exploiting the untapped avenues in this health drink space. Understanding the purchasing
behavior of the youth, as well as what product factors most influence their purchasing
decisions, is an important consideration in this case. This factor is important in developing
marketing strategies for both existing companies in this industry and new entrants who want to
break through and compete with the industry's already fierce competition. Another aspect of
our findings is the gender difference in awareness of the contents or ingredients of a health
drink. This is crucial in understanding the psychology of both men's and women's mindsets
when it comes to selecting healthy drinks. In addition, another intriguing finding in our findings
is a preference for fruit-based drinks or milk-based drinks, which could be a potential area of
research. This research could assist any company data analyst or market observer in
understanding where the preference lies and exploring avenues of untapped potential specific
segments in healthy drinks.

3. Relate the Findings to Similar Studies

A. What types of beverages do you consume?

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 OUR DATA OTHER DATA

B. How often do you consume healthy drinks?

OUR DATA OTHER DATA

C. Consider Alternative Explanations of the Findings

All impact assessments should pay attention to identifying and (if possible) ruling out
alternative explanations for the observed impacts.

Alternatives –

• Identifying alternative explanations and then rigorously studying them to determine if

they can be ruled out is part of the General Elimination Methodology.

• Identifying and analysing plausible technical explanations: determining and

investigating how the results could represent technological constraints rather than
actual causal linkages.

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• Looking for contradictory evidence/keeping track of exceptions: Data that doesn't fit
the expected pattern should be treated as potential clues to other causal factors, rather
than outliers, and then explained.

Approaches -

• Contribution Analysis: determining if the programme is founded on a credible theory

of change, whether it was implemented correctly, whether the expected chain of events
occurred, and the amount to which other factors contributed to the program's success.

• Outcomes of Collaboration Reporting: comparing current data to the theory of change,

and then assessing the evidence's trustworthiness through a combination of professional
assessment and community consultation.

• Rapid Outcomes Assessment (ROA): determining and mapping the impact of a

project's actions on a specific policy change or policy environment.

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VII. Conclusion
The findings reflect increasing awareness for health and healthy food and drinks among Indian
youths. There can be seen a clear shift among urban youth towards low sugar beverages. This
is a clear opportunity for the companies to launch newer and healthier products.
This study indicates that there is great potential for soft drinks in India because of less frequent
consumers. However, marketers should learn that consumers are getting increasingly
concerned about the quality and nutrition of drinks. According to our analysis, females are
more concerned about the taste, quality, and price than men. We suggest that the government
agencies too should incentivize the marketing of healthy drinks. In this study, we have observed
that most consumers were not sure of the nutrition content of drinks items. The findings of this
study indicate that it would serve the business interests of soft drinks companies that are
marketing products with less or no artificial sugar to raise consumer awareness about their
healthier products. They can tap on new customers by increasing awareness about the
ingredients among the educated youth target market.
Our study concludes that the major factor that influences the buying decision is quality and
price. When it comes to health drinks, we see that Taste is the topmost factor that influences
the purchase of health drinks, following it is the absence of artificial flavors and colorings. This
summarises that the companies must focus on their taste of their product while maintaining the
quality and healthiness of the product.

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References

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Appendix

Questionnaire Design

Sample Questions

1. What is your current age?

A. 18 to 24
B. 25 to 34
C. 35 to 44
D. 45 to 54
E. 55 to 64
F. 65 to 74
G. 75 or older

2. What is your gender?

A. Male
B. Female
C. Other
Please Specify:

3. Where are you from:

A. Rural
B. Sub urban
C. Urban

4. On a scale of 1 - 5, how health conscious is you?

A. 1
B. 2
C. 3
D. 4
E. 5

5. What types of beverages do you consume?

A. Bottled water still
B. Bottled water sparkling
C. Flavoured water still
D. Flavoured water sparkling
E. Pepsi / coke
F. Diet Pepsi / diet coke
G. Sprite / Fanta/ 7up
H. Zero sugar sprite / Fanta/ 7up
I. Fruit juice

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J. Energy drinks
K. Milk based beverages
L. Others, specify

6. How often do you consume soft drinks?

A. Never
B. Daily
C. Numerous times per day
D. Weekly
E. Monthly
F. Only on special occasions

7. When choosing a soft drink what influences your decision?

A. Calories
B. Price
C. Taste
D. Free from artificial flavourings and colourings
E. Caffeine
F. Availability
G. I don’t drink soft drinks
H. Others, please specify

8. Rank according to its influencing power on your buying decisions, 1 being the lowest and 5
being the most influential

A. Price
B. Celebrity Advertisement
C. Brand name
D. Friends Circle
E. Quality
F. Availability
G. Taste

9. Are you concerned by the level of sugar in soft drinks?

A. Yes
B. No
C. Not sure

10. How often do you read the back page/ ingredients of drink on the package?
A. Not at all
B. Sometimes
C. Many times

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D. Always

11. Which category of soft drink would you prefer usually in summers?
A. Carbonated
B. Milk based
C. Juices
D. Energy based

12. If you refrain from consuming healthy drinks, why is it so?

A. Cost
B. Lack of variety
C. Lack of products from known brands
D. Less rejuvenating
E. Lack of taste
F. Non-availability

13. Please select the brands that you have heard of?
A. Monster
B. Red Bull
C. Vitamin Water
D. Powerade
E. Power Play
F. Energade
G. Other

14. How much are you willing to pay for a 330ml bottle?
A. Rs. 10 - 20
B. Rs. 20 - 30
C. Rs. 30 - 40
D. Rs. 40 - 50

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