CHAPTER - I

INTRODUCTION

Marketing is not a recent business concept. In the Initial stage trade was simply
a barter system. During this period market as well developed. Goods were bought to these
markets from nearby places for sales. The practice of personally selling also originated at these
stages. The practice of personally selling also originated at these stages. The appearance of
money quick end the people phase of trade which is the heart marketing. Thus marketing is not a
novel business concept of the 21st century. But is an old human history.
Marketing became more exciting and challenging the scope of the subject
also became order and get new dimension.
The industrial revolution is solely responsible for all the developments in the
share of marketing. As such it is the child of industrial revolution.

DEFINITION OF MARKETING

American marketing association has defined as “marketing is concerned

with the people and the activities involved in the flow of goods and services from the producers
to the consumer”.
According to duddy & reizen “marketing is the economic process by
which goods and services are exchanged and their values determined in terms of money prices.

DEFINITION OF BRAND

The American marketing association defines a trade mark as a brand

which is given legal protection because it has been appropriated to one seller under the law.
Hence, trade marks include the words letter or numbers as in the case of brands.
 The term brand is broadly applied to all identifying mark such astride
name, trade marks, trade symbols, picture, design or the package, distinctive coloring or lettering
with or without some attractive Logan.
A brand is a name, term, symbols or special design, or some
combination of these elements that is intended to identify the goods or services of the seller or a
group of seller. A and differentiates one sellers products or services from those of competitors.
The main purpose of the study is to measure the customer preference of the sample respondent to
the above health drinks.

STATEMENT OF THE PROBLEMS

Horlicks has been launched into Indian health drinks market earlier.
Various types of health drinks are available in this markets. But the researcher has selected a
particular product named Horlicks based on the taste, quality and price.
Health drink is one of the common products used by the people,
health drinks are available to the consumer. Manufacturers want to popularize their brand image
in the mind of customers about the quality, price and package of their health drinks.
This study also aims to describe the customer satisfaction, purchase
decision, and price of the Horlicks. Horlicks is a only health food drink scientifically proven to
increase stamina by 3 times

REVIEW OF LITERATURE

HORLICKS TO HORLICKS YOU UP:

Sukhwinder Singh (2014) in their study of “A study on consumer preference towards health
food drinks” says that the India each state is equivalent to a country with its specific
socioeconomic level. Different ethnic groups ad habits, health, infrastructure and communication
facilities. Thus the nutritional status of the population shows significant variation between states
it results fromavaryingfactors. Inthelast20 years there have been no significant changes in
patterns of the intake. Cereals remain the stable food in India providing most of the energy
intake. Since the consumption of foods like pulses, roots, and tubers has fallen, while those of the
foods like sugar “jiggery” (unrefined brown sugar), fats and oil and green leafy vegetables haves
lightly increased.
NidhiVishnoi Sharma (2013) in “A study on consumer perception towards health drinks
packaging” says that healthy living is already become concerned in today’s society. According to
many studies, people are also increasingly reflective in matters of health and willing to adopt
health oriented changes in their eating habits. This change of habits creates a new opportunity in
food and drinks industry especially for healthy drink products. The intense competition between
healthy drinks product made consumer is faced with large numbers of choices. It will be better
for the producers to know consumer perception towards healthy drinks packaging design to
overcome the competition.

HORLICKS SUPPELMENTS ENERGY DRINK:

Aw Yoke Cheng (2013) in their study on “consumer preference towards micro pack
FMCG products” food labels are the prime channel for information dissemination between food
producers and retailers and the WHO food labels play an important role by dissemination
important nutritional information to consumers. Initially, food labeling was limited to food name,
quantity, and price and identify of the manufacture information on label.

Feng Tian (2013) “A study on consumer brand preference towards health drinks product” says
that the in the competitive environment. Markets are finding it difficult to create and retain
customer for their products. Health drinks products have entered the global market with the past
years and rapidly gained market share. The basic purpose of this research paper is to identify the
various factors influencing for preferring their brands. Paper also attempts to determine the
source awareness and level of satisfaction of the consumers. To develop conclusions explanatory
and descriptive research designs are used. Primary data is collected with the help of
questionnaire method and data is analyzed with the help of various statistical techniques.

GREAT PRICE AND DELIVERY SERVICES FOR SENIOR CITIZENS:

Niranjanamurthy M (2013) in their “A study on emotional brand loyalty towards consumer
health drinks” says that dominant point of view in consumer behaviour (1997). Although
consumers do not always seek information active, they do receive more information.

Higgins, John, Babu, Kavita, Deuster, Patrica, Shearer, Jane (2018) has distinguished that
energy drinks ought to be devoured in a limited way and has additionally said that not to be
consumed for the execution or hydration before practice.

DongmunHa, Inmyungsong, Gyeongil Jang, Eui-KyungLee, Ju-Young shin (2017)

designed at the use of highly other additives. The study is conducted among 833 Korean to
adolescents, and has responded to the Questionnaire. The study is about the benefit and about the
risk involved in it.
SCOPE OF THE STUDY
A study on Horlicks would be useful to the policy makers in formulating
appropriate policies which would help to increase Horlicks production in general, and help to
maximize profits of the health drinks in particular.
The researcher has under taken a researcher title “ a study on consumer
satisfaction of health drinks in batlagundu-with special reference to Horlicks” which analysis the
consumers attitude and preference with regard to Horlicks in the market.
Dindigul is one of the commercial places in Tamilnadu. Consumer attitude and
preference from the plays on holding a key role in designing, lacheling and products.
Business consists in dealing of goods and services while products are interested in
heavy process and huge profit.

OBJECTIVIES OF THE STUDY

 To know the social economic status of the respondents
 To identify the major brand of health drinks used by the respondents
 To rank the brand according of their order of preference
 To study the factor influencing consumer for selecting the particular
health drinks.

METHODOLOGY
Research methodology is an important aspect of any research work.it helps the
researcher to organize and streamlines the work.
To accomplish the objectives of study the researcher had to depend on
following.

PRIMARY DATA
Primary data are those which are being collected originally by the researcher for
the purpose of our study.
Primary data used for this were collected by distributing the structured interview
schedule to the selected customer and personal interviews.

SECONDARY DATA
 Secondary data were collected from various journal, trade magazines, daily
newspapers and websites.

SAMPLING TECHNIQUES
Convenience sampling method has been used for the collection of data. The
selection respondents from the population is based on easy availability and accessibility.

SAMPLE SIZE
The primary data for the study had been collected from 100 respondents belonging
to different level.

PERIOD OF STUDY
The present study was done for the academic period of November 2023 to march
2024.

TOOLS AND ANALYSIS

Both primary and secondary data are collected meaningfully and analyzed by
using appropriate statistical tools such as percentage and chi square test.

CHAPTER SCHEME
The project is presented in four chapter.
The first chapter deals with introduction and design of the study. It includes
introduction, statement of the problems, scope of the study, and objectives of the study,
methodology, sampling techniques, and framework of analysis and chapter scheme.
The second chapter consist the “profile of the company”. It highlights the
background of the health drinks in general and boost product in particular origin and growth and
the like.
The third chapter an analysis of customer satisfaction of boost is presented.
The fourth chapter offer summary of findings and conclusion.