“A STUDY ON CUSTOMER SATISFACTION`TOWARDS

HEALTH DRINKS”

Field Study Report submitted in partial fulfilment of the requirement

for the

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

OF
BENGALURU CITY UNIVERSITY (BCU)

Submitted By,

RISHIKESH KUMAR

B2026148

Under the Guidance of

Ms. Kruthika Ns

Assistant professor

DEPARTMENT OF MANAGEMENT

ACHARYA INSTITUTE OF GRADUATE STUDIES

SOLDEVANAHALLI, BANGALORE-560107
2022-2023
 DECLARATION BY THE STUDENT

I “Rishikesh kumar” hereby declare that this field study report entitled with
“A STUDY ON CUSTOMER SATISFACTION`TOWARDS HEALTH DRINK” is a
bonafied record originally done by me under the guidance of “Kruthika Ns”.
Being submitted to Bengaluru City University in fulfilment of the
requirement of Bachelor of Business Administration during the year 2022-
2023.

I also declare that this field study report is the outcome of my own efforts and
that it has not been submitted to any other University or Institute for the award
of any other Degree or Diploma or Certificate.

Place:Banglore Name: Rishikesh Kumar

Date:23/01/2023 Register Number:B2026148

 ACKNOWLEDGEMENT

My sincere thanks to Prof. GURUNATH RAO VAIDYA, Principal,

Acharya Institute of Graduate Studies, for his immense help and guidance
which was inspiring and cheering factors for successful completion of this
Field study.

Acharya Institute of Graduate Studies, for giving her valuable suggestion for
successful completion of this Field study.

I thank my field study guide “ Kruthika Ns”, Faculty, Department of

Management, Acharya Institute of Graduate Studies, for her guidance and
valuable input and advice during my field study.

Last but not the least; I want to thank my parents and all my friends for their
moral support and helping me to overcome the hurdles that I faced during the
entire course of the study.
 TABLE OF CONTENTS

CHAPTER TITILE OF THE CHAPTER PAGE

NO. NO.
1 INTRODUCTION 1-3

2 RESEARCH METHODOLOGY 4-8

3 COMPANY / INDUSTRY PROFILE 9-14

4 DATA ANALYSIS & INTERPRETATION 15-42

5 FINDINGS,SUGGESTIONS & CONCLUSION 43-46

BIBLIOGRAPHY 47-49

ANNEXURE 50-54
 LIST OF TABLES

TABLE DESCRIPTION PAGE

NO. NO.

4.1 Table showing gender of the respondent 16

4.2 Table showing age group of respondents 17

4.3 Table showing monthly income of family 18

4.4 Table showing currently consuming health drinks 19

4.5 Table showing frequency of consuming health 20

drinks
4.6 Table showing frequency of purchase of health 21
drink
4.7 Table showing quantity of purchase of health 22
drink
4.8 Table showing opinions of the respondent on 23
sachet packs increasing the popularity and sales of
health drink
4.9 Table showing the preferences on temperature of 24
health drinks while consuming
4.10 Table showing sources of information about the 25
health drink
4.11 Table showing duration of taking health drink 26

4.12 Table showing mostly preferred brand among the 27

respondent
4.13 Table showing factors influencing the buying 28
behaviour of respondent
 LIST OF GRAPHS

GRAPH DESCRIPTION PAGE

NO. NO.

4.1 Graph showing gender of the respondent 16

4.2 Graph showing age group of respondents 17

4.3 Graph showing monthly income of family 18

4.4 Graph showing currently consuming health drinks 19

4.5 Graph showing frequency of consuming health 20

drinks
4.6 Graph showing frequency of purchase of health 21
drink
4.7 Graph showing quantity of purchase of health drink 22

4.8 Graph showing opinions of the respondent on sachet 23

packs increasing the popularity and sales of health
drink
4.9 Graph showing the preferences on temperature of 24
health drinks while consuming
4.10 Graph showing sources of information about the 25
health drink
4.11 Graph showing duration of taking health drink 26

4.12 Graph showing mostly preferred brand among the 27

respondent
4.13 Graph showing factors influencing the buying 28
behaviour of respondent
 CHAPTER 1:

INTRODUCTION

1
ACHARYA INSTITUTE OF GRADUATE STUDIES
 Customer is always the king in modern market world. Consumer behavior and attitude
helps to determine elective techniques
and strategies by the marketer for the greater competition advantage in the market.
The consumer behaviour pattern is continuously changing and largely
unpredictable. They are
affected by the trends and other various factors in the market.
‘Yesterday’s luxuries are today’s
necessaries’ for customers. A consumer preference explains how a
consumer ranks a collection of goods or services or prefers one over another.
This definition utility.
assumes that consumer rank goods or services by the amount of satisfaction or
The modern competitive world makes it a necessary for people to do hard work
bothmentally and physically to survive successfully and hence, they require more
energy
and stamina. This can only be attained through good health. Proper and
sufficientnutrients are essential for good health. But with the busy world, people
tend to look forward for more convenient and flexible way of getting healthy and
fit. This made
way for food supplements and health drinks.
In current scenario, where the competition is tough, consumer chooses brands
according to their pleasure. The company can achieve and compete in the
marketonly when they satisfy the needs and demands of the customer by taking
into account their reason for brand preference. Thus, study on brand preference
becomes necessary. The purchase decision largely depends upon taste, quality,
quantity etc.

This study examines the key attitude of buying and branding

perception. The primary data is collected through questionnaire.

ACHARYA INSTITUTE OF GRADUATE STUDIES 2

drinks refer to beverages which provide superior nutrition, usually made from fruits
and vegetables. They are available in both, dairy and non-dairy form. If consumed in
appropriate quantity, health drinks provide abundant health benefits and nutrition and
reduces the risks of being prone to any health concerns.
With rise in health complications and concerns about obesity, the
demand for health drinks is increasing at a considerable rate, which is a key
factor that drives the growth of the global health drinks market. Consumers
have an increasing preference toward health drinks which are low in
calories, naturally provide an energy boost, and in certain cases even replace
the entire meal. Therefore, the consumption of these beverages has increased
among health-conscious consumers. In addition, busy lifestyle of urban
populace and rise in disposable income have propelled the growth of the
market. Upsurge in consumer preference for hassle-free and ready-to-drink
beverages to maintain and achieve the required daily nutrition augments the
growth of the global market. Furthermore, upsurge in demand for health
drinks such as probiotic functional drinks has positively impacted the growth of
the market. However, the use of preservatives such as phosphoric acid to give
fruit juices their tangy taste can lead to reduction of bone density, thereby
hampering the growth of the market.

ACHARYA INSTITUTE OF GRADUATE STUDIES

3
 Page 4

CHAPTER 2

RESEARCH METHODOLOGY

4
ACHARYA INSTITUTE OF GRADUATE STUDIES
Statement of the problem
In the recent years manufactures producing health drinks are playing an important role in
fulfilling the needs of the customers. Many new companies have emerged as
the manufactures with new brands such as Horlicks, Boost, Bourn vita, Complan,
Malto, Viva, Milo, and Maltova etc. The health drink consumption has shown a steady
increase in the chart.

the consumer needs are changing as per the current market scenario.
goods are purchased for the purpose of consumption with satisfaction. a
product’s marketing and sales depend on the foundation of the consumer
preference. the aim is to meet and satisfy consumer needs and wants,
perceptions, preferences and buying behavior. but understanding a consumer
behavior is not simple. consumer may state
their needs and wants but act otherwise.
consumer’s preference varies from brand to brand on the basis of
quality, price, advertisement etc. mainly, four health drinks are available in
the studied area. the study covers those four, which are; horlicks, boost, bourn
vita and complan. this research work has been carried out to know which of
these are consumed most in the selected area and the factors affecting the
consumer preferences.

Scope of Study

The scope of the study is to find out the consumer preference and brand
loyalty in health drinks among people in Vellookara grama Panchayath in
Irinjalakuda. It also gives scope to find out the problems and limitations
faced by the health drink industries and to give out valuable suggestions

ACHARYA INSTITUTE OF GRADUATE STUDIES

5
 .
Significance of Study

The relevance of the study of consumer satisfaction in a market is that it helps to

solve the basic problems of the consumer. Each consumer is an individual whose
needs and preferences are different from each other. And hence, they will only buy
those products and services that satisfy their desires. Thus, there is a greater need
forthe firms to understand the latest consumer needs and innovate accordingly.
Also a study of consumer of satisfaction is significant for regulating the
consumption of goods and thereby maintaining economic stability.

This study develops a model of consumer preference in the health drink industry,
thereby making a significant contribution to both marketing theory and practices.
This study expects to assist in the understanding of practices in health drinks
requiring urgent and sustained managerial attention. This study intends to focus on
customer’s behavioral intention in order to deeply understand which factor affect
theconsumer intensions in purchasing a health drink brand.

Objectives of Study
1. To find out the most preferred health drink in the selected area.
2. To find out the age groups of the people consuming major brands.
3. To analyze the influencing factor and brand preference by the
respondents.

Research Design
The research design is descriptive in nature. It is descriptive because it describes
the consumer preference and brand loyalty in health drinks.
Nature of Study

6
ACHARYA INSTITUTE OF GRADUATE STUDIES
This study is conducted in descriptive nature.
Nature of Data
Both primary and secondary data are included.
Sources of Data
Primary data is collected through survey using questionnaire. The questionnaire
consisted of number of questions which would indicate customer preference
regarding brand, frequency of purchase, satisfaction level etc. Secondary data is
collected from journals and various other published data.
Sample Design
Nature of population
Residents of vellookara village are selected for the study.
Sample Unit
The sample unit is vellookara Panchayath in Irinjalakuda.
Method of sampling
The sample technique used in the research is convenience sampling method.
Sample size
The sample size selected is 60.
Tools used for analysis
The tool used for analysis is percentage analysis and weighted average method.

Limitations

• The area of the study is in Vellookara Panchayath only; hence it may not
represent the whole population.
• Study was based on 60 samples only. Thus the result may not represent
diverse population.
• There is a chance of bias of information from the respondents.

ACHARYA INSTITUTE OF GRADUATE STUDIES

7
Chapterisation

The study is divided into five chapters. They are,

Chapter 1: Introduction

It includes Introduction, scope of study, objectives of the study,

research design,Source of data, nature of data, sample design and
limitations of study.

Chapter 2: Review of literature

It includes conceptual and empirical framework of the study.

Chapter 3: Industry profile

It contains the details of the Industry related to health drinks.

Chapter 4: Data analysis and interpretation

It deals with analysis of collected data using appropriate tools.

Chapter 5: Findings, suggestions and conclusion of the

study

It includes findings, suggestions and conclusion of the study.

ACHARYA INSTITUTE OF GRADUATE STUDIES 8

 CHAPTER 3
INDUSTRY PROFILE

ACHARYA INSTITUTE OF GRADUATE STUDIES

9
 Industry

ProfilesHorlicks

Horlicks is the leading health food drink in India and the “Most trusted drink brand” in India.
Horlicks enjoys more than half of the health food drink market. Horlicks is anourishing
malted drinks with goodness of malted barley, wheat and dairy ingredients. It
comes in various exciting flavors such as chocolate, vanilla etc. It is a good source of
energy and nutrient. Both adult and children tends to choose Horlicks for its nutritional benefits
and taste. In different countries, the product has different formulation in order to serve different
consumer needs.

Types of Horlicks:
1) Junior Horlicks
2) Mother’s Horlicks
3) Women’s Horlicks
4) Horlicks Lite
5) Horlicks Gold
6) Horlicks Growth Plus
7) Horlicks Protein Plus
8) Horlicks Cardia Plus
9) Horlicks Pro Mind
10) Horlicks Classic

ACHARYA INSTITUTE OF GRADUATE STUDIES

10
Nutrition Contents and Benefits:

Nutrients Benefits
Calcium, Vitamin D, Phosphorus, Magnesium Healthy bones.

Iodine, Vitamin B6, Vitamin B12, Folic
Acid, Carbohydrate, Sugar (sucrose)
Iron, Vitamin C, Vitamin A
Fat, Vitamin B1, Vitamin B2, Niacin,
Biotin, Pantothenic Acid, Energy
Vitamin E, Selenium, Copper, Zinc
Sodium, Chloride
Brain development and its functions.
Healthy blood.
Energy and its metabolism.
Normal function of immune system.
Fluid and electrolyte balance.

Boost

Boost is India’s leading malt-based Health Food Drink (HFD) to have used celebrity
endorsement to convey its energy proposition. Boost was the first brand to introduce
yellow granules in its formulation. Boost is India’s only health food drink scientifically
proven to increase stamina by 3 times+. Boost has won the prestigious “World Star
Award” for its packaging. The tagline “Boost is the secret of our energy” has remained a
block buster all through years. Boost had stayed favorite for adults and children
throughout years. Its classic chocolaty taste has a large fan base. The brand has survived
heavy competition just with a single classic taste. The brand had recently introduced
health drinks in biscuit form which have attracted a large number of consumers.

11
ACHARYA INSTITUTE OF GRADUATE STUDIES
 Nutrition Contents and Benefits:

Nutrients Benefits
Iron, Vitamin C Important for oxygen transport in the body
essential for stamina.
Vitamin B1, Niacin, Biotin, Pantothenic Energy release from food for efficient
Acid, Iodine, Magnesium working of body cells.
Vitamin B12, Folic Acid, Vitamin B2, Help in optimal utilization of oxygen by
Vitamin B6 the body important for stamina.
Vitamin D, Calcium, Protein Help in maintenance of optimal bone and
muscle health for strength.
Vitamin A, Copper, Zinc Helps to protect from excessive cell
damage due to oxidative stress.

Bourn Vita

Bourn vita is a tasty and high nutritional supplement drink. It is specially enriched with vitamin D
to help better growth for children’s. Cadbury India ltd. offer Bourn vita health drink. It provides the
nutrition to aid growth and all round development especially for the Kids. It can increase the
physical endurance of a child and enhance the immune system ofthe body. It is one of the oldest
brand in the malted beverages segment.

Types of Bourn vita:

1) Bourn vita 5 Star Magic

2) Bourn vita Lil Champs

ACHARYA INSTITUTE OF GRADUATE STUDIES 12

 Nutrition contents and Benefits:

Nutrients Benefits
Vitamin B1, Vitamin B2, Vitamin B3, Aids metabolism and helps release energy
Vitamin B5,Biotin from food.
Vitamin B9, Vitamin B12 Helps in maintaining healthy blood.
Vitamin A Necessary for normal vision.
Vitamin C, Manganese Helps to protect the body cells from
damage.
Copper, Selenium, Zinc For healthy functioning of the immune
system.
Vitamin D, Calcium, Phosphorous Aids development of strong bones and
teeth.
Potassium Controls balance of body fluids.
Iodine Necessary for mental development.
Iron Necessary for formation of hemoglobin.
Energy, Protein, Carbohydrate, Sugars, Source of energy to keep the body active.
Total Fat

Complain

Complain is an ideal food for growing children and provide balanced and adequate
Nutrition to help them achieve their maximum growth potentiality. It preventsunintentional weight
loss and under nutrition. It serves as an ideal nutritional supplement
for adult also. It is packed with 24 vitamins and minerals that are essential and hence, used as a
meal supplement diet. Complain is a key player in malted food drink category. To extend the
goodness of Complain and make it available to children any time, the brandwas also conceived in a
biscuit form.

Types of Complain:
1) Complain NutriGro 2)Complan Memory

13
ACHARYA INSTITUTE OF GRADUATE STUDIES
Nutrients and benefits:

Nutrients Benefits
Milk Protein Essential for rapid growth development and
maintenance of body.
Fat Concentrated source of energy and mental
Alertness.
Carbohydrate, Sugar (sucrose) Source of energy.
Iodine, Iron, Vitamin B12, Folic Acid Keep mentally sharp, alert and physically
alert.
Vitamin A, Vitamin E, Vitamin C, Zinc Develop body resistance to fight infection.
Vitamin B1, Vitamin B2, Vitamin Efficient conversion of food to energy,
Calcium keeping nervous system healthy.
Calcium, Phosphorus, Vitamin D, Sodium, Strong, healthy bones and healthy muscles.
Potassium, Chloride Maintenance of water balanced in the body.

ACHARYA INSTITUTE OF GRADUATE STUDIES 14

 CHAPTER 4
ANALYSIS AND INTERPRETATION

ACHARYA INSTITUTE OF GRADUATE STUDIES 15

 Table 4.1 showing gender of the respondents

Particulars No. of respondents Percentage

Female 40 66.67%

Male 20 33.33%

Total 60 100%

(Source: Primary Data)

The table 4.1 shows that 66.67% of the respondents are female and 33.33% of the
totalrespondents are males. The majority of the respondents are females.

Figure 4.1 showing gender of the respondents

Gender
Female Male Transgender

0%

33%

67%

ACHARYA INSTITUTE OF GRADUATE STUDIES 16

 Table 4.2 showing age group of the respondent

Particulars No. of Percentage

respondents
Below 15 8 13.33%
15-29 38 63.33%
30-45 11 18.33%
46-65 2 3.33%
Above 65 1 1.67%
Total 60 100%
(Source: Primary Data)

The table 4.2 shows that majority of the respondents are within the age group of
15-29 (63.33%), followed by the respondents within the age groupof 30-45
(18.33%), thenby the respondents below the age of 15 (13.33%), then by the
respondents within the agegroup of 46-65 (3.33%) and finally, the respondents
above 65 (1.67%).

Figure 4.2 showing age group of the respondents

Age of the responents

Below 15 15-29 30-45 46-65 Above 65

3% 2%

13%
18%

64%

ACHARYA INSTITUTE OF GRADUATE STUDIES 17

 Table 4.3 showing monthly income of the family

Particulars No. of respondents Percentage

Below 20000 16 26.67%
20000-40000 17 28.33%
40000-60000 12 20.00%
60000-80000 2 3.33%
80000-100000 5 8.33%
Above 100000 8 13.33%
Total 60 100%
(Source: Primary Data)

The table 4.3 shows that majority (28.33%) of the total respondents have a
monthlyincome between 20000 and 40000, followed by 26.67% having an
income less than20000, then by 20% having an income between 40000 and
60000, then by 13.33% having an income above 100000, then by 8.33% having
an income between 80000 and 100000 and finally, 3.33% having an income
between 60000 and 80000.

Figure 4.3 showing monthly income of the family

30.00%
25.00%
20.00%
15.00% 26.67% 28.33%
10.00% 20.00%
5.00% 13.33%
8.33%
0.00% 3.33%

Monthly income of the family

ACHARYA INSTITUTE OF GRADUATE STUDIES 18

 Table 4.4 showing currently consuming health drink

Particulars No. of respondents Percentage

Horlicks 20 33.33%
Boost 38 63.33%
Complan 0 00.00%
Bournvita 2 3.33%
Total 60 100%

(Source: Primary Data)

The table 4.4 shows that there are mainly 4 major brands currently
consuming in theselected area. The majority of the respondents currently
consume Boost (63.33%), followed by Horlicks (33.33%), and finally by
Bournvita (3.33%). There is no respondent currently consuming Complan.

Figure 4.4 showing currently consuming health drinks

Currently consuming health

drink
Horlicks Boost Complan Bournvita

0% 3%

33%

64%

ACHARYA INSTITUTE OF GRADUATE STUDIES 19

 Table 4.5 showing frequency of consuming health drinks

Particulars No. of respondents Percentage

Once a day 27 45.00%
Twice a day 6 10.00%
Weekly 7 11.67%
Occasionally 20 33.33%
Total 60 100%

(Source: Primary Data)

The table 4.5 shows that all the respondents either consume health drink once a day or
twice a day or weekly or occasionally. Majority of the respondents consume health
drinks
once a day (45%), followed by the respondents consuming health drinks
occasionally(33.33%), then by the respondents consuming health drinks
weekly (11.67%), finally by the respondents consuming health drinks twice a day
(10%).

Figure 4.5 showing frequency of consuming health drinks

Frequency of consuming health drink

Once a day Twice a day Weekly Occasionally

33%
45%

12%
10%

ACHARYA INSTITUTE OF GRADUATE STUDIES 20

 Table 4.6 showing frequency of purchase of health drinks

Particulars No. of respondents Percentage

Weekly 3 5.00%

Monthly 34 56.67%

Once in a while 23 38.33%

Total 60 100%

(Source: Primary Data)

The table 4.6 shows that the respondents purchase health drinks either weekly
or monthly or once in a while. Majority of the respondents purchase health
drinks monthly (56.67%), followed by the respondents purchasing once in
a while (38.33%) and finally by therespondents purchasing weekly (5%).

Figure4.6 showing frequency of purchase of health drinks

Frequency of purchase
Weekly Monthly Once in a while

5%

38%

57%

ACHARYA INSTITUTE OF GRADUATE STUDIES

21
 Table 4.7 showing quantity of purchase of health drinks

Particulars No. of respondents Percentage

200 gm. 3 5.00%
500 gm. 21 35.00%
1 kg 27 45.00%
More than 1 kg 1 1.67%
Sachet packs 8 13.33%
Total 60 100%
(Source: Primary Data)

The table 4.7 shows that majority of the respondents usually purchases 1kg (45%),
Followed by the respondents purchasing 500gm (35%), then by the respondents purchasing
sachet packs (13.33%), then by the respondents purchasing 200gm (5%) and
finally by the respondents purchasing more than 1kg (1.67%).

Figure 4.7 showing quantity of purchase of health drinks

Quantity of purchase
200 gm. 500 gm. 1 kg More than 1 kg Sachet packs

5%

2% 13%

35%

45%

ACHARYA INSTITUTE OF GRADUATE STUDIES 22

 Table 4.8 showing opinions of the respondents on sachet packs increasing the
popularity and sales of health drinks

Particulars No. of respondents Percentage

Yes 47 78.33%

No 13 21.67%

Total 60 100%

(Source: Primary Data)

The table 4.8 shows the respondents opinion on sachet packs increasing the
popularity and sales. Majority (78.33%) of the total respondents think that sachet
packs haveincreased the popularity and sales of health drinks while others
(21.67%) have an opinionthat the sachet packs haven’t made any considerable
change in the popularity and sales.

Figure 4.8 showing opinion of the respondents on sachet packs increasing the
popularity and sales of health drinks

Sachet packs increases the popularity and

sales
Yes No

22%

78%

ACHARYA INSTITUTE OF GRADUATE STUDIES 23

Table 4.9 showing preferences on temperature of health drinks while consuming

Particulars No. of respondents Percentage

Cold 7 11.67%
Hot 39 65.00%
Moderate 14 23.33%
Total 60 100%
(Source: Primary Data)

The table 4.9 shows the preference of temperature of health drinks among
respondents in consuming it. Majority (65%) of the total respondents prefer to
consume hot health drinkswhile 23.33% prefer moderate health drinks and
11.67% prefer cold health drinks.

Figure 4.9 showing preferences on temperature of health drinks while consuming

Preference in temperature
Cold Hot Moderate

12%
23%

65%

ACHARYA INSTITUTE OF GRADUATE STUDIES

24
Table 4.10 showing sources of information about the health drinks

Particulars No. of respondents Percentage

Television 43 71.67%
Newspaper 1 1.67%
Online 3 5.00%
Family and friends 8 13.33%
Magazine 0 0.00%
Display at retail outlet 5 8.33%
Total 60 100%
(Source: Primary Data)

The table 4.10 shows us the sources through which respondents came to know
about the brands. Majority (71.67%) of the total respondents came to know about
the health drinks through television, followed by friends and family
(13.33%), then by display at retailoutlet (8.33%), then by online (5%), and
finally by newspaper (1.67%).

Figure 4.10 showing source of information about the health drinks

80.00%
70.00%
60.00%
50.00%
40.00%
71.67%
30.00%
20.00%
10.00%
13.33% 8.33%
0.00% 1.67% 5% 0%
Television Newspaper Online Friends and Magazine Display at
family retail outlet

Source of information

ACHARYA INSTITUTE OF GRADUATE STUDIES 25

 Table 4.11 showing duration of taking health drink

Particulars No. of respondents Percentage

Less than 6 months 10 16.67%

6 months to 1 year 6 10.00%

More than 1 year 44 73.33%

Total 60 100%

(Source: Primary Data)

The table 4.11 shows that majority (16.67%) of the total respondents have been
consuming health drinks for less than 6 months, followed by 10% consuming health
drinks for 6 months to 1 year and finally by 73.33% consuming health drinks
for morethan 1 year.

Figure 4.11 showing duration of taking health drink

Duration of taking health drinks

Less than 6 months 6 months to 1 year More than 1 year

17%

10%

73%

ACHARYA INSTITUTE OF GRADUATE STUDIES 26

Table 4.12 showing mostly preferred brand among the respondents

Brand Weighted Weighted Rank

total average
Boost 189 18.9 1
Horlicks 178 17.8 2
Complan 121 12.1 3
Bournvita 115 11.5 4

(Source: Computed data)

The table 4.12 shows the rank list of most preferred brands consumed by
respondents. Mainly 4 brands are chosen and ranked. Boost is the most preferred
brand among consumers with a percentage of 18.9 choosers. This is
followed by Horlicks (17.8%),then Complan (12.1%) and finally Bournvita
(11.5%).

Figure 4.12 showing mostly preferred brand among the respondents

20.00%
18.00%
16.00%
14.00%
12.00%
10.00% 18.90% 17.80%
8.00%
6.00% 12.10% 11.50%
4.00%
2.00%
0.00%
Boost Horlicks Complan Bounvita

Weighted average

ACHARYA INSTITUTE OF GRADUATE STUDIES 27

 Table 4.13 showing factors influencing the buying behavior of respondents

Factors Weighted total Weighted Rank

Average
Taste 263 17.533 1
Nutritional content 211 14.067 2
Price 196 13.067 3
Varieties available 192 12.8 4
Offers and free gifts 149 9.933 5

(Source: Computed data)

The table 4.13 shows that the most affecting factor that affects the buying
behavior istaste of the health drink (17.533%). This is followed by nutritional content
(14.067%),
price (13.067%) and varieties available (12.8%). The least influenced factor,
according tothe respondents, is offers and free gifts (9.33%) offered by the brand
company.

Figure 4.13 showing factors influencing the buying behavior of respondents

20
17.533
18
16 14.067
14 13.067 12.8
12 9.933
10
8
6
4
2
0
Taste Nutritional Price Varieties Offers and free
content available gifts

Weighted average

ACHARYA INSTITUTE OF GRADUATE STUDIES

28
 CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION

ACHARYA INSTITUTE OF GRADUATE STUDIES

29
Findings, suggestions and conclusion

5.1 Findings

1. Majority of the respondents are females (63.67%).

2. Majority of the respondents currently consume Boost (63.33%).
3. Majority of the respondents consume health drinks once a day (45%).
4. The study shows that majority of the respondents purchase health drinks
monthly(56.67%) and usually purchases pack of 1kg (45%).
5. The study reveals that majority of the respondents have an opinion that
sachetpacks have increased popularity and sales of health drinks among
consumers (78.33%).
6. More than half of the respondents prefer to consume hot health drinks.
7. The study reveals that majority of the respondents came to know about the
healthdrink brands through Television (71.67%).
8. Majority of the respondents have been consuming health drinks for more
than 1year (73.33%).
9. Most of the respondents prefer health drinks in the order: Boost, Horlicks,
Complan and Bournvita. Even though Complan doesn’t have any
currentconsumers among respondents, it is ranked 3by most in the preference.
The percentage shows that these 4 have a tough competition with each other in
the market. The future preference rankings of consumers are completelyunpredictable
due to this.
10. The study reveals that the main factor influencing the buying behavior is
taste of the health drinks and free gifts and offers are of the least
influencing.
11. The respondents preferring health drinks over tea or coffee and
respondents whodon’t are equal in numbers. But even so, more than half
of the respondents don’tthink that health drinks are a suitable substitute for
tea or coffee (61.67%).
12. 58.33% of the respondents switch over brands and more than half only
switches occasionally (51.42%). Out of those who don’t switches, only
76% stays loyal tothe brand even if there is a better option in the market.

ACHARYA INSTITUTE OF GRADUATE STUDIES 30

 13. The study reveals that more than half of the respondents feel that the
products arenot as useful as promised in the advertisements and
promotions (56.67%)
14. The study shows that all major health drinks are always available in
the selectedarea.

5.2 Suggestions

1. From the survey it is clear that the brand loyalty among the
consumers are really low and management of different health drink
brand companies have to work on it seriously if they don’t want to
lose the existing customers as the competitionbetween the 4
major players are really strong.
2. The taste and the nutritional contents are the most affecting factors of buying
behavior. The brand companies can workon those aspects to draw more
consumers.
3. As most of the respondents have an opinion that the products are
not as useful as promised in the advertisements, brand
companies can work on meeting this expectation of the
respondents and also come up with less
exaggeratingadvertisements.

5.3 Conclusion

The customer is the king of the market. It is essential for every

organization to learncustomer behavior in order to increase their sales and to
create a good brand image.

A good understanding of the market was accomplished as around 60

consumers werespoken. According to them, quality of the product, nutritional
contents and advertisement plays an inevitable role in the sales and popularity
of the health drinks. Among different types of advertisement media,
Television plays a major role.

The survey revealed that consumers view health drink not just as a drink,
but as something that is rich in nutritional contents. The survey is

ACHARYA INSTITUTE OF GRADUATE STUDIES 31

concluded by ranking the preferences, why preferring one over other and
finding the benefits attained andimprovements needed.

46

ACHARYA INSTITUTE OF GRADUATE STUDIES 32

BIBLIOGRAPHY

ACHARYA INSTITUTE OF GRADUATE STUDIES 33

 Bibliography

Journals:-
• Abdel Majid Amine (1998), ‘Consumers’ true brand loyalty: the central
role of commitment’, Journal of Strategic Marketing, Vol. 6, 1998- Issue
4, pg. 305-319.

• Deviyani Rohatgi and Garima Malik (2017), ‘A Study on Preference for

IndianLocal/Regional FMCG Brands among Delhi Consumers’,
International Journal of
Mechanical Engineering and Technology 8(12), pg. 129–137.

• Dr. M. Vasan (2018), ‘Consumers’ Attitude towards Personal Care

products of Patanjali Ayurved Ltd.’, An International Multidisciplinary
Journal, Vol-2, Issue-
2, Apr-2018.

• Dr. Rambabu Gopisetti and G. Linganna(2017), ‘Consumer Buying

Behavior towards Fast Moving Consumer Goods (A Study of
Selected Personal Care
Products in Nizamabad District of Telangana State)’, IOSR Journal of
Businessand Management (IOSR-JBM) Vol. 19, Issue 11, (November.
2017), pg. 54-59.

• Dr. Surinder Singh Kundu (2013), ‘Customers’ perception towards the FMCG
in Rural market: An Analysis’, International Journal of Techno-
ManagementResearch, Vol. 01, Issue 02, September 2013.

• Morgan A Ilaw (2014) “Who You Are Affects What You Buy: The Influence of
Consumer Identity on Brand Preference.” Elon Journal of
UndergraduateResearch in Communications, Vol.5, pg. 1-3.

• Pallavi GS and Shashidhar S (2015), ‘A study on consumer behavior towards

selected FMCG’ Vol. 5, Issue-2, April-2015 International Journal of
Engineeringand Management Research, pg. 303-320.

• Reham Ebrahim, Ahmad Ghoneim, Zahir Irani and Ying Fan (2016), ‘A
brand preference and repurchase intention model: the role of
consumerexperience’, Journal of Marketing Management, Vol-32, pg.13-14.

• Sadia Sumar Ali, Faizen Ahmed, ‘Flexible Approach to Satisfaction

Index- an Indian Case Study of Health Drinks Sectors’, Indian Journal
of Indian culture

ACHARYA INSTITUTE OF GRADUATE STUDIES 34

 • Sanjoy Ghose and Oded Lowengart (2012), ‘Consumer choice and
preferencefor brand categories’, Journal of Marketing Analytics, Vol. 1,
issue 1, pg.3–17.

• Shivakumar Krishnamurthi and Babeet Gupta (2017), ‘Changing consumer

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Websites:-

1. http://en.wikipedia.org/wiki/Boost
2. http://en.wikipedia.org/wiki/Horlicks
3. http://www.pacificbusinessinternational.org.in
4. http://www.shodhganga.com
5. http://www.googlescholar.com
6. http://bizfluent.com
7. http://www.slideshare.net

ACHARYA INSTITUTE OF GRADUATE STUDIES 35

 ANNEXURE

ACHARYA INSTITUTE OF GRADUATE STUDIES

36
Study of consumer preference and brand loyalty among selected
healthdrinks prevailing in Irinjalakuda with special reference to
Vellookara
Panchayath

1. Gender:
Female Male Transgender
2. Age:
Below 15 1 5-29 3 30 -45
46-65 Above 65
3. Monthly income of the family:
Below 20000 20000-40000
40000-60000 60000-80000
80000-100000 Above 100000
4. Which of the health drink do you currently consume?
Horlicks Boost
Complan Bournvita
5. Select the frequency of consuming health drink?
Once a day twice a day
Weekly Occasionally
6. How frequently do you purchase?
Weekly Monthly Onc once in a while
7. How much quantity do you usually purchase?
200 gm. 500 gm. 1 kg
More than 1 kg Sa chet packs
8. Do you think Sachet packs have increased the popularity and sales of
health drinks?
Yes No
9. How do you prefer your health drink?
Cold Hot Moderate

ACHARYA INSTITUTE OF GRADUATE STUDIES 37

10. How do you come to know about the brand?
Television News paper Onli
Friends and family Ma magazine
Display at retail outlet any other (Specify)

11. For how long have you been consuming health drink?
Less than 6 months 6 m months to 1 year
More than 1 year
12. Rank according to your preference ( 1- most preferred, 4- least preferred):
Health Drink Rank
Horlicks
Boost
Complan
Bournvita
13. Rank the factors influencing your buying behavior accordingly:
Factors Rank
Price
Taste
Varieties available
Nutritional contents
Offers and free gifts

ACHARYA INSTITUTE OF GRADUATE STUDIES 38