“ A PROJECT REPORT ON COMSUMPTION PATTERNS OF

SOFT DRINK AND FRUITS JUICES”

(A case study of V.G.C MANDI ,H.P)

Submitted for
The partial fulfilment for the award of the degree Of
BACHELOR OF BUSSINESS ADMINISTRATION
IN
MARKETING

VALLABH .GOVT .COLLEGE Submitted by

A post Grade NAAC Accredited ABHAY JASWAL

B-Grade institution MANDI (H.P) Roll .No 5210560001

Submited to BBA 6th Semester

Mrs. Parinita Sharma

Assistant Prof .BBA Dept

V.G.C MANDI (H.P)

 AUTHENTICATION CERTIFICATE

This is Certify that the project report entitled

“CONSUMPTION PATTERNS OF THE SOFT DRINKS AND FRUITS

JUICE “
(A case study of Mandi town ) had been completed by ABHAY JASWAL
under the best of my knowledge , with the reference to the partial fulfilment of
the requirement for the degree of “BACHELOR OF BUSSINESS
ADMINISTRATION “ All the necessary details were provide from our side for
the establishment of this project

Certified by :
Mrs. PARNITA SHARMA

Assistant Prof . BBA Dept

 ACKNOWLEDGMENT

I would like to express my special thanks to MR JOGINDER PAL JASWAL our

coordinator my project guide “Mrs PARNITA SHARMA” as well as our principal
“Ms . SURINA SHARMA” who gave me the golden opportunity to do this
wonderful project on the topi “ CONSUMPTION PATTERNS OF SOFT DRINK
AND FRUIT JUCIE” which also help me in doing a lot of research and i came to
know about so Many new thing . I am really thankful to them.

Date : ABHAY
JASWAL

Place: MANDI
5210560001

B.B.A.
TH
6 Sem
 DECLARATION

I ABHAY JASWAL (Roll No . 5210560001) student of BBA 6th Sem. Vallabh

Govt ,
College Mandi hereby declares that this project report entitled as “
CONSUMPTION PARRERNS OF SOFT DRINK AND FRUITS
JUICES” being
submitted to HPU Shimla in the fulfilment of the reward of the Degree,
Bachelor of Business Administration , is an original piece of work done by me .

Date :

Place : MANDI ABHAY JASWAL

 PREFACE

Soft drink were common preference among all the individual before juices were
being introduced

With the changing lifestyle and income level , people are shifting their
consumption patterns and have there fore become more health their consumption
thus leading to an increase in demand for juices

Market Research id based on some underlying parameters like:

. changing consumption pattern

Health factor

Status consciousness

Varying lifestyle

The basic subject matter of the research ,comparative analysis of Soft drinks and
juices is focused on studying in mind/taste of different age groups of people.

The study starts with determining the major players in soft drinks and juices
market , their over all consumption pattern among the people and up with
conclusion as per the state of mind of the average rational human being.
Sr
no CONTENTS

1. INTRODUCTION 1-23

1.1 Beverage
1.2 Overview o the industry
1.3 Study of growth of soft drink market
1.4 Major players in soft drink segment
1.5 Study growth of Fruits Drink market
1.6 Major players in fruits drink segment

2. LITERATURE REVIEW 24-26

3. OBJECTIVES OF THE STUDY 27-28

4. RESERARCH METHODOLOGY 29-34

4.1 Purpose of the study

4.2 Scope of the study
4.3 Research Design
4.4 Sampling Technique Used
4.5 Selection of Sample size
4.6 Source of data
4.7 Statistical Tools Used
5.
DATA ANALYSIS AND FINDINGS 35-44

6.
CONCLUSION SUGGESTIONS 45-47

7. Annexure Questionnaire 48-50

8. Bibliography 51
INTRODUCTION
1.INTRODUCTION

1.1 BEVRERAGE

Beverage is liquid intended for human consumption ‘ In addition to basic

needs ,beverages from part of the culture of human society. Although all
beverages , includes juices ,soft drinks , and carbonated drinks , have some
form of water in them ,water it self is often not classified as a beverage ,and
word beverage has been recurrently defined as not referring to water . This may
includes tea, coffee , liquor ,beer ,milk , or soft drinks Types of beverage:

The various types of beverage are :

• Alcoholic beverages
• Non-Alcoholic beverage
• Soft dronk
• Fruits juice
• Hot beverages
• Other

1.Alcoholic beverages:

An alcoholic beverages is a drink containing ethanol commonly known as

alcoholic
, although in chemistry the definition of an alcohol includes many other
compound . Alcoholic beverages such as wine beer and liquor have been part
of human culture and development for 8,000 years

2.Non Alcoholic Beverages

Non alcoholic beverages are drinks that would normally contain alcohol , such
as beer and wine but are made with less then .5 percent alcohol by volume . The

1
category includes drink that have undergone an alcohol remove process such as
non-alcoholic beers and de-alcohol zed wines .

Non alcoholic variants :

• Low alcohol beer

• Non alcohol wine
• Sparkling cider

3. Soft drink :

The name “soft drinks” and the term “drink” the letter which is nominally
neutral but often carries connotations of alcoholic content . Beverages like
colas, sparkling water , icedtea ,lemonade squash ,and fruit are among the
most common thy of soft drinks while hot chocolate ,hot tea ,coffee milk , tap
water , alcohol ,and milkshakes do not fall into this classification .Many
carbonated soft drinks are optionally in versions sweetened with sugar or with
non caloric sweeteners

4. Fruit juice

Juice is liquid in naturally contained in fruit or vegetable tissue .Juice is

prepared by mechanically squeezing or macerating fresh fruits or vegetable
without the application of heat or solvent . For fruit example orange juice is the
liquid extract of the fruit of the orange tree ,juice may be prepared in the home
from fresh fruits and vegetable using a verity of hand or electric juicers ,Many
commercial juices is popular beverages Juice may be marketed in concentrated
from , sometimes frozen , requiring the user to add water to reconstitute the
liquid back to its “original state”

5. Hot beverages :

Hot beverages ,including infusions .Sometimes drunk and chilled

2
Coffee- based

• Coffee

• Cappuccino
• Americano
• Espresso
• Mocha
• Latte
• Black coffee
• Cold brew
• Iced coffee
• Cartado

Tea- based beverages :

• Green tea
• Tea
• Herbal tea
• Yerba mate
• Sanka
• Pearl milk tea

Other :

Some substances may either be called food or drink, and accordingly be eaten
with a spoon or drunk depending on solid ingredients in it and on how thick it is
, and on preference :

• Soup
• Yogurt

3
 1.2 OVERVIEW OF THE INDUSTRY

GLOBAL BEVERAGES MARKET :

Global Beverages Industry Insights

Beverages Industry size was valued at USD 24.42 billion in 2019 and is poised
to grow from USD 26.8 billion in 2023 to USD 71.83 billion by 2031, growing
at a CAGR of 12.7% in the forecast period (2024-2031)

The global beverage sector is taking advantage of a wave of fundamental

change and is constantly changing due to the beverages industry's growing
associations with social and cultural roles. With a growing tendency over the
previous few years, non-alcoholic beverages now account for more than 50% of
the worldwide beverage market. Due to the expanding popularity of reviving
beverages and the advancement of civilization across human societies, the
market provides investors with a comprehensive view of the industry.
Manufacturers have been motivated to expand their production capacities
globally by the lowered trade restrictions and tariff barriers in the international
market. In the upcoming years, there will be several growth prospects in
emerging countries due to the shifting customer demand brought on by the
introduction of novel products.

to the worldwide spread of the COVID-19 epidemic, the beverage industry for
non- alcoholic beverages is experiencing a sudden decline in soft drink sales

4
and consumption. The World Trading Organization predicts that for a while, the
global trade environment would be negatively impacted by between 15 to 30 %.

Market supply interruptions will be the result of the impact. The cancellation of
important sporting events including the Summer Olympics, Indian Premier
League (IPL), Cricket World Cup, and others would further hinder the market's
growth this year.

5
Key industry players:

PEPSICO

6
P epsiCo, Inc., based in Purchase, New York, is one of the world's largest food
and beverage companies. PepsiCo is known for its Frito-Lay snack food brands,
soft drinks under its Gatorade, Mountain Dew, and namesake Pepsi brands, and
cereal products under its Quaker Oats subsidiary.

PepsiCo name is deeply embedded within American pop culture. It emerged in

1965, when the Pepsi-Cola Company merged with Frito-Lay, Inc.

PepsiCo's business structure includes seven divisions: three in North America

and the remaining four in various around the world. The company has a history
of steady growth and stability, having raised its dividend each year for more
than 50 years, making it what's known as a dividend king. As of 2023, PepsiCo
brandspresent in over 200 countries-serve over a billion customers each day.

The Coca – Cola Company

The soft drink was developed in 1886 by pharmacist John Stith Pemberton. At
the time it was introduced, the product contained cocaine from coca leaves and
caffeine from kola nuts which together acted as a stimulant. The coca and the
kola are the source of the product name, and led to Coca-Cola's promotion as a
"healthy tonic". Pemberton had been severely wounded in the American Civil
War, and had become addicted to the pain medication morphine. He developed
the beverage as a patent medicine in an effort to control his addiction.

In 1889, the formula and brand were sold for $2,300 $71,000 in 2022) to Asa
Griggs Candler, who incorporated the Coca-Cola Company in Atlanta in 1892.
The company has operated a franchised distribution system since 1889. The
company largely produces syrup concentrate, which is then sold to bottlers

7
throughout the world who hold exclusive territories. The company owns its
anchor bottler in North America, Coca-Cola Refreshments.

INDIAN BEVERAGE MARKET

Indian cuisines, although popular around the world, would be incomplete
without a soothing beverage to accompany them. Much like the pairing of a cup
of tea with samosa, the Indian food and beverage markets go hand-in-hand.
Several factors contribute to the growth of the beverage market such as shifting
consumer preferences, increasing urbanization, an increase in disposable
income, tourism, and the impact of global trends.

Likewise, to meet the consumer's evolving taste preferences and demand, the
market players are expanding their portfolios and innovating new products. The
beverage market has been growing simultaneously with the food market, with
two major segments contributing to its growth, namely non- alcoholic
beverages and alcoholic beverages.

Non-alcoholic beverages: poised for strong growth

Non-alcoholic beverages are the go-to drinks for any season or occasion in the
country. Two of India's most iconic drinks, masala chai and mango lassi, were
ranked among the top five best non-alcoholic beverages around the world. In
addition, India could be the next non-alcoholic beverage hub due to the
abundance of labor, raw materials, and government policies for the promotion
of food processing in the country. The revenue generated from this sector is
likely to increase to over 20 billion U.S. dollars by 2027.

8
The two primary sub-segments of the sector are carbonated and non-carbonated
beverages. Carbonated drinks have been a part of Indian beverage culture since
the introduction of international brands like Coca-Cola and PepsiCowhich were
considered emblems of westernization in the country. However, the preference
for aerated drinks is progressively decreasing as consumers are shifting towards
a healthy lifestyle. Most consumers are opting for functional and organic drinks,
with low or zero sugar.

Diversity of alcoholic beverages

The alcoholic beverage market is a significant contributor to the country's

economy with immense growth potential. The alcoholic beverage market is set
to reach a market size of more than 72 billion U.S. dollars by 2027. The market
is broadly categorized into Indian-made foreign liquor (IMFL), foreign liquor,
and Indian-made Indian liquor (IMIL) colloquially known as desi daru.
Premium and imported alcohol brands find a more affluent consumer base,
while lower-income consumers prefer cheaper, locally produced options.

The locally produced regional alcohol offers insights into the country's diverse
culture. Some of the famous regional liquor include the spiritous liquor feni
from Goa, Kerala's famous palm toddy, mahua from central India, and rice beer
or wine from the northeastern region. On the other hand, whiskey is the
preferred spirit liquor among urban Indians. Premium and super-premium
whiskey brands have also witnessed growth, catering to affluent consumers
seeking high-quality spirits.

9
 1.3 STUDY OF GROWTH OF SOFT DRINK MARKET
SOFT DRINKS

A soft drink (see § Terminology for other names) is any water-based flavored
drink, usually but not necessarily carbonated, and typically including added
sweetener. Flavors used can be natural or artificial. The sweetener may be a
sugar, high-fructose corn syrup, fruit juice, a sugar substitute (in the case of diet
sodas), or some combination of these. Soft drinks may also contain caffeine,
colorings, preservatives and other ingredients

MARKET

The Global Soft Drink market is anticipated to rise at a considerable rate during
the forecast period, between 2024 and 2031. In 2021, the market is growing at a
steady rate and with the rising adoption of strategies by key players, the market
is expected to rise over the projected horizon.

Market Analysis and Insights: Global Soft Drink Market

Due to the COVID-19 pandemic, the global Soft Drink market size is estimated
to be worth USD 133360 million in 2022 and is forecast to a readjusted size of
USD 169920 million by 2031 with a CAGR of 4.1% during the review period.
Fully considering the economic change by this health crisis, Carbonated Soft
Drinks accounting for % of the Soft Drink global market in 2021, is projected to

10
value USD million by 2031, growing at a revised % CAGR in the post-COVID-
19 period.
While Online Sales segment is altered to an %

CAGR throughout this forecast period.

China Soft Drink market size is valued at USD million in 2021, while the US
and Europe Soft Drink are USD million and USD million, severally. The
proportion of the US is % in 2021, while China and Europe are % and %
respectively, and it is predicted that China proportion will reach % in 2031,
trailing a CAGR of % through the analysis period. Japan, South Korea, and
Southeast Asia are noteworthy markets in Asia, with CAGR %, %, and %
respectively for the next 6-year period. As for the Europe Soft Drink landscape,
Germany is projected to reach USD million by 2031 trailing a CAGR of % over
the forecast period.

11
1.4 MAJOR PLAYERS IN SOFT DRINKS SEGMENT

COCA COLA : ALWAYS THE REAL THING THANDA MATLAB COCA

COLA

Coca cola has a truly remarkable heritage. From a humble beginning in 1886 it
has now become the flagship brand of the largest manufacturer, distributor of
non alcoholic beverages in the world.

12
In India, coca cola was the leading soft drink till 1977 when govt. policies
necessitated its departure. Coca cola has made its return to the country in
1993.and made significant investment to ensure that the beverage is available to
more and more people in remote as well as inaccessible parts of the world.

Coca cola returned to India in 1993 and over the past ten years has captured the
imagination of the nation, building strong associations with cricket, the thriving
cinema industry, music etc. Coca Cola has been very strongly associated with
cricket, sponsoring the world cup in 1996.

In 2002, coca cola launched the campaign, "Thanda Matlab coca cola". 2003,
coke was available for just rs,5 crores in the country.

LIMCA : PYAAS BADHAO;

Limca is an Indian multinational brand of lemon- and lime-flavoured carbonated soft drink made
primarily in India and certain parts of the U.S. It contains 60 calories per 150ml can. The formula does
not include fruit, relying instead on artificial flavours.

[ In an interview in 2008, Ramesh Chauhan of Parle Bisleri revealed that he had approached the
owners of Duke's Lemonade, requesting them to share the formula for the drink with the promise not
to make it in India, which was turned down. Chauhan decided to come up with his own formula, which
he launched under the Limca brand in 1977.

13
SPRITE : THIRTS FOR YOURS

Sprite is a clear, lemon-lime flavored soft drink created by the Coca-Cola

Company. Sprite comes in multiple flavors, including cranberry, cherry, grape,
orange, tropical, ginger, and vanilla. Ice, peach, Berryclear remix, and newer
versions of the drinks are artificially sweetened. Sprite was created to compete
primarily against 7-UP

Fanta (/'fæntə/) is an American-owned brand of fruit-flavored carbonated soft

drink created by Coca-Cola Deutschland under the leadership of German
businessman Max Keith. There are more than 200 flavors worldwide. Fanta
originated in Germany as a Coca-Cola alternative in 1941 due to the American
trade embargo of Nazi Germany, which affected the availability of Coca-Cola
ingredients. Fanta soon dominated the German market with three million cases
sold in 1943. The current formulation of Fanta, with orange flavor, was
developed in Italy in 1955.

14
APPY FIZZ : FEEL THE FIZZ

Appy Fizz is also manufactured and marketed in Bangladesh by Global

Beverage
Co Ltd. under licence from Parle Agro.In 2018, Parle Agro stated that the Appy
Fizz brand was worth ₹650 crore ($97.5 million), and planned to push it to over
₹1,000 crore ($150 million).

Appy Fizz is a product by Parle Agro, introduced in India in 2005.[1] Appy

Fizz consists of carbonated apple juice, and can be used as the basis for
cocktails. It does not contain alcohol.

PEPSI : YEH DILL MANGE MORE

15
Pepsi is a carbonated soft drink with a cola flavor, manufactured by PepsiCo.
As of
2023, Pepsi is the second most valuable soft drink brand worldwide behind
CocaCola; the two share a long-standing rivalry in what has been called the
"cola wars".

Pepsi, originally created in 1893 by Caleb Bradham and named "Brad's Drink,"
was first sold in his drugstore in New Bern, North Carolina. Renamed Pepsi-
Cola in 1898 due to its supposed digestive benefits, it was shortened to Pepsi in
1961. The beverage's formula initially included sugar and vanilla but not
pepsin, despite speculation on the origin of its name. Early on, Pepsi struggled
with financial stability, going bankrupt in 1923 but was subsequently purchased
and revived by Charles Guth, who reformulated the syrup. Pepsi gained
popularity with the introduction of a 12-ounce bottle during the Great
Depression and clever marketing strategies like the "Nickel, Nickel" jingle,
doubling sales by emphasizing its value.

The mid-20th century saw Pepsi targeting the African American market, a
thenuntapped demographic, with positive portrayals and endorsements from
prominent figures, boosting its market share. Despite occasional controversies,
such as an aborted Madonna advertisement and the "Pepsi Number Fever"
fiasco in the Philippines, Pepsi has remained a prominent global brand, partly
thanks to innovative marketing campaigns and sponsorships in sports
entertainment.

16
 1.5 STUDY OF GROWTH OF FRUIT DRINK MARKET

FRUIT JUICE

Branded fruit juice market in India holds an immense

potential.Usually confused and considered synonymous with non-
aerated drinks, fruit pulps, juices and squash are high sugar beverages,
which are centrifuged and filtered to give a semi- clear appearance.

17
In the past, this sector enjoyed an excise exemption, keeping cost at
minimal. However the withdrawal of exemption has inflated costs and
can affect growth, with dramatic change possible on reintroduction of
excise exemption.

MARKET

Revenue, at home (e.g., revenue generated in supermarkets and

convenience stores) in the Juices market amounts to US$1,995.0m in
2024.

* Revenue, out-of-home (e.g., revenue generated in restaurants and

bars) amounts to US$163.9m in 2024.

* Revenue, combined amounts to US$2,159.0m in 2024.

* The at home is expected to grow annually by 5.81% (CAGR 2024-

2028).

* In global comparison, most revenue, at home is generated in the

United States (US$13,350m in 2024).

* In relation to total population figures, the average revenue per

capita, at home of US$1.38 generated in 2024.

18
* In the Juices market, volume, at home is expected to amount to
1,624.0m L by 2024.

* Volume, out-of-home is expected to amount to 45.1m in 2024.

* Volume, combined is expected to amount to 1,669.0m L in 2024.

* The Juices market is expected to show a volume growth, at home of

1.8% in 2025.

* The average volume per person, at home in the Juices market is

expected to amount to 1.13l in 2024

1.6 MAJIR PLAYERS IN THE FRUIT DRINK SEGMENT

19
B-NATRUAL : Nurturing India's Farms, Delighting Your Senses!

B-Natural is widely recognized as the best juice brand in India, known

for its large loyal customer base due to its usage of natural
ingredients. Health-conscious customers looking for top Indian juice
companies will find B-Natural appealing. They offer specialty juices
like aloe vera and wheatgrass, which various health benefits along
with great

PAPER BOAT: DRINKS AND MEMORIES

Paper Boat is a brand of fruit juice that has taken the market by storm
with its incredible range of juices and eye-catching packaging. By
using traditional Indian recipes and flavors, Paper Boat has gained a
position as one of the best fruit juice brands in India. Their variety of
juices includes Mango, Guava, Jaljeera, Kokum, and more. Offering
unique Flavors like aam panna and neer mor, Paper Boat stands out
among the best fruit juice brands in India .

20
DABUR REAL : REAL MEIN HAIN SADHARAN FRUIT DRINK
SE UPTO 8
TIMES ORE FRUIT JUICE;

Dabur India Limited (Dabur), a century old company and a well

known brand in India in the health and wellness products, launched
Real fruit juices in 1997. Real was a pioneer in its category and faced
several challenges in the initial years. People were apprehensive about
the quality of the product and also did not like the taste. Soon, the
company understood that the Indian palate preferred sweetened fruit
juices and modified the product accordingly. Moreover, the company
gave special on packaging to maintain the purity and freshness of the
product. In addition to this, Dabur segmented the market in several
categories for more effective penetration. Also, the company launched
new advertising campaigns from time to time to retain customers'
interest. As of 2013, Real was the market leader in the branded and
packaged fruit juice category in India.

21
PEPSI’S TROPICANA: LITTLE GLASS HAS LOT OF WHAT
YOU NEED

Tropicana Brands Group brings together an exciting, global portfolio

of some of the world's most iconic juice brands including Tropicana,
Naked, KeVita, Izze, Dole, Copella and Punica.

Established in 2022 as a joint venture between PAI Partners and

PepsiCo, the company aims to promote new growth for its business,
opportunities for its people and accelerate a vision to quench the
world's thirst for more delight and nourishment.

With a global footprint of more than 2,000 associates that spans North
America and Europe, we are proud of our industry-leading
capabilities in areas that include innovation, R&D, manufacturing,
distribution, sales, marketing and nutrition expertise.

22
MAAZA : “BOTAL MAIN AAM ,MAAZA HAI NAAM”

Maaza (pronounced "Mahza") is a Coca-Cola fruit drink brand from

India and marketed in Africa, Eastern Europe and Asia. Its most
popular drink is its mango fruit drink.

Maaza was launched in 1976 in India and was acquired by Coca-Cola

in
1993 from Parle Bisleri along with other brands such as Limca, Citra,
Thums Up and Gold Spot. The Union Beverages Factory, based in the
UAE, began selling it as a franchisee in the Middle East and Africa in
1976. By 1995, it had acquired rights to the Maaza brand in these
countries through Maaza International Co. LLC Dubai. Maaza was
acquired by House of Spices in 2005 for the North American market.
In 2006, Infra Foodbrands acquired Maaza for the European,
Caribbean and West-African markets and cooperates with House of
Spices for the North American market.

23
2. LITERATURE
REVIEW

24
2. LITERATURE REVIEW

1) European Study Published By International Journal 2006

This past week, results of a European study, published in the International

Journal of Food Science and Nutrition in 2006, made the news. This study was
actually a comprehensive review of the literature on fruit and vegetable juices.
This study does raise an interesting point. Here's the crux of the study,
according to the authors: "When considering cancer and coronary heart disease
prevention, there is no evidence that pure fruit and vegetable juices are less
beneficial than whole fruit and vegetables."

Dietitians may find this study to be a double-edged sword. On the one hand, it's
good news. For people who dislike eating fruits or vegetables, downing a glass
of grape juice or carrot juice is an easy way to get the vitamins, minerals, and
antioxidants they need to help prevent heart disease and cancer. But, on the
other hand, the issue of calories and carbohydrate surfaces when it comes to
folks who are trying to watch their weight and/or who have diabetes.

2) Carbonated Drinks by Cadrik Mansion 2005

If one ever met with a dietitian for your diabetes, chances are he has been
advised to limit fruit juices. Why? Well, a 4-ounce glass of orange juice, for
example, contains about 60 calories and 15 grams of carbohydrate. In the
carbohydrate counting method of diabetes meal planning, this is considered
"one carb choice." Most people don't care, though, and end up drinking more
like 8 or 12 ounces, since calories add up, and the additional carbohydrate is
reflected in higher blood glucose readings shortly thereafter. And to make
matters worse, some juice drinks have additional sugar added to them, often in
25
the form of high fructose corn syrup (HFCS). This sweetener has its own set of
problems, including possible links to obesity and high triglyceride levels.
Cranberry juice cocktails and many fruit juice "blends" are examples of
sweetened juices. Instead, using juice to treat hypoglycemia and, instead, eating
fresh fruit. Fruit is higher in fiber and takes longer to eat, so it's more filling and
satisfying. Plus, it's easier to control portions with fruit than it is with juice.
Tomato or vegetable juice have fewer calories and less carbohydrate than fruit
juice.

Now comes along this review of literature with its conclusions that juices are
just as good as fruit. On the one hand, people can fight heart disease, cancer,
and possibly even Alzheimer disease by drinking juice. Fresh (or frozen) fruits
and vegetables offer something that juices don't, and that's the satisfaction of
eating a tart Macintosh apple on a crisp fall day; a sweet, juicy peach in the heat
of the summer; or a bright orange, crunchy carrot straight from the garden.

26
OBJECTIVE OF
THE STUDY

27
 3. OBJECTIVE OF THE STUDY

1. To study the preferences of the people for soft drinks and

fruit juices.

2. To find out the factor(s) that influences the consumer's

consumption of soft drinks and fruit juices.

3. To test the know-how of the consumers regarding the

various existing of soft drinks and fruit juices.

4. To explore the next best beverage after soft drinks and

fruit juices.

5. To find out how the beverage is positioned in the mind

of the consumers.
28
 RESEARCH
METHODOLOGY

29
 4 REAEARCH METHODOLOGY

Every project work is based on a certain methodology, which is a way to

systematically solve the problem or attain its objectives. It is a very important
guideline and leads to completion of any project work through observation, data
collection and data analysis.

According to Clifford Woody, "Research Methodology comprises defining &

redefining problems, collecting, organizing and evaluating data, making
deductions & researching to conclusions."

Accordingly, the methodology used in the project is as follows: -

* Defining the objectives of the study

* Framing of keeping objectives in mind (considering the objectives)

* Feedback from the respondents

Analysis of feedback

30
* Conclusion, findings and suggestions.

4.1 PURPOSE OF THE STUDY

The main aim of this research study is to analyze the preference of people (of
different age groups) on consumption patterns of Soft Drinks and Fruit Juices.

4.2 SCOPE OF THE STUDY

This study is confined to the Himachal Pradesh region covering the area of
Mandi district.

We are considering only packed juices.

We are not considering water & alcoholic drinks.

4.3 RESEARCH DESIGN

The fundamental objectives of this research can be broadly classified in two

general types:

31
* EXPLORATORY RESEARCH

* CONCLUSIVE RESEARCH

Exploratory research is one type of research design, which has its primary
objective the provision of insights into, and comprehension of, the problem
situation confronting the researcher.

Conclusive research is designed to assist the decision maker in determining,

evaluating and selecting the best course of action to take in a given situation.

Conclusive research can be further divided into two types:-

* Descriptive

* Experimental

The research design used in this project is a DESCRIPTIVE DESIGN.

Descriptive study as the name implies is designed to describe something-for

example the characteristics of users of a given product, the degree to which the
product use the varies with income, age, etc.

4.4 SAMPLING TECHNIQUE USED

This research has used Convenience Sampling Technique.

Convenience sampling technique: Convenience sampling is used in exploratory

research where the researcher is interested in getting an inexpensive
approximation of the truth. As the name implies, the sample is selected because
it is convenient. Here we use the questionnaire method for the analysis.

4.5 SELECTION OF SAMPLE SIZE

32
For the study, a sample size of 50 has been taken into consideration.

4.6 SOURCES OF DATA COLLECTION

Research will be based on two sources:

1. Primary data

2.Secondary Data

1) PRIMARY DATA:

Questionnaire: Primary data was collected by preparing questionnaires and the

people were randomly requested to fill them.

2) SECONDARY DATA:

Secondary data will consist of different literatures like books which are
published, articles, internet and websites.

In order to reach relevant conclusions, research work needed to be designed in a

proper way.

33
 4.7 STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this
project are:

Pie Charts

Bar Diagrams

Questionnaire

34
DATA

35
 ANALYSIS
AND
FINDING

5. DATA ANAYLYSIS AND FIDINGS

Q1. What do you prefer to drink?

(a) Soft drink

(b) Fruit juice

(c) Both of the above

(d) None of the above

36
 40
35
30
25
20
15
10
5
0
FRUIT JUICE FRUIT JUICE BOTH of above None of above

INTERPRETATION:

From the survey it was found that amongst 50 respondents

Drinks

35 of the respondents prefer Soft Drinks to drink.

30 of the respondents prefer Fruit Juices to drink.

25 of the respondents prefer Both drinks.

10 of the respond prefer none of above

Q2. Which drink do you like most?

(a) Soft drink

(b) Fruit juice

37
 40

35

30

25

20

15

10

0
Soft drink Fruit juice

INTERPRETATION:

Drinks

From the survey it was found that amongst 60 respondents 35 of the

respondents prefer Soft Drinks to drink.

25 of the respondents prefer Fruit Juices to drink.

Q3. On what occasion, do you prefer to consume soft drink?

(a) Feeling Thirsty

38
(b) Parties/Functions

(c) Others

INTERPRETATION:

From the survey it was found that amongst 78 respondents

33 of the respondents prefer to consume soft drinks when Feeling thirsty.

35 of the respondents prefer to consume soft drinks at parties/functions.

10 of the respondents prefer to consume soft drinks on other Occasions.

Q4. On what occasion, do you prefer to consume fruit juice?

(a) Feeling Thirsty

39
(b) Parties/Functions

(c) Others

INTERPRETATION:

From the survey it was found that amongst 70 respondents

15 of the respondents prefer to consume fruit juice when Feeling thirsty.

35 of the respondents prefer to consume fruit juice at parties/functions.

20 of the respondents prefer to consume fruit juice for other purposes.

40
 . What induces you to buy fruit juice?

(a) Price and quality

(b) Brand and Taste

(c) Healthy

INTERPRETATION:

From the survey it was found that amongst 60 respondents

15of the respondents prefer to buy fruit juice on the basis of Price and quality.

15 of the respondents prefer to buy fruit juice on the basis of Brand and Taste.

30 of the respondents prefer to buy fruit juice on the basis of Health benefits.

41
 . What do you prefer other than soft drinks or fruit juice?

(a) Coffee/Tea

(b) Shakes (milk/ice

(c) Lassi

(d) Other

INTERPRETATION:

From the survey it was found that amongst 50 respondents 10 of the respondents prefer Coffee/Tea
other than soft drinks or fruit juice. 30 of the prefer Shakes (milk/ice cream/fruit) other than soft
drinks or fruit juice.

5 of the respondents prefer Lassi other than soft drinks or fruit juice.

5 of the respondents prefer Other drinks other than soft drinks or fruit juice.

42
 . Does advertising affect your purchase?

(a) Yes

(b) No

INTERPRETATION:

From the survey it was found that amongst 50 respondents 50%

of the respondents get affected by advertisements.

50% of the respondents don't get affected by advertisements. . Which drink do you think is more
healthy ?

(a) Soft Drink

(b) Fruit Juice

(c) Both

(d) None of these

43
INTERPRETATION:

From the survey it was found that amongst 50 respondents 100% of the respondents found Fruit juice
healthier.

44
CONCLUSION
AND
SUGGESTION

45
 6.CONCLUSION
Following are the concluding points taken into consideration after the conduct of
the research study:

* An important finding that emerged out of the survey was that 60% of people
like to have soft drinks while 20% go for juices.

* A majority of the respondents consume soft drinks and fruit juices at the time of
parties & celebrations.

* Most of the respondents consume soft drinks because of its brand and taste.

* Most of the respondents consume fruit juices because it is healthy.

* Most of the respondents view soft drinks as an aid to put of thirst and fruit juice
as a health drink.

* Half the majority of respondents got affected by the advertisements and half
were not.

* 100% of the majority reported fruit juice healthier than soft drinks.

46
 SUGGESTIONS
With the changing lifestyle, people have started becoming more health conscious.
Therefore, the fruit juice companies should use appropriate morating techniques
thereby reducing the demand for soft drinks in the future.

The survey shows that parties/celebrations are the places where these drinks are
consumed The company's must try to increase the sales by creating and focusing
on more utilities so that their product is used more frequently.

The awareness level of the people is low and needs to be corrected to be healthy.
Therefore, various methods like campaigns by the government, help by the media,
etc. can be taken to change thi

LIMITATIONS

The study was confined to some areas of Himachal Pradesh only.

The study does not take into account the sales affected of the soft

drink segment due to the entry of juices.

Retailers view and the companies view to the questionnairewere not available.

Time and cost constraints were also there.

Chances of some biases could not be eliminated.

A sample size of 50 has been used due to time limitations.

47
 7.ANNEXURE QUESTIONNAIRE
Name:

Age:-

Gender:

Male

Female

Occupation-

Q1. What do you prefer to drink?

(a) Soft drink

(b) Fruit juice

(c) Both of the above

(d) none of the above

Q2. Which drink do you like most?

(a) Soft drink

(b) Fruit juice

Q3. On what occasion, do you prefer to consume soft drink?

(a) Feeling Thirsty

(b) Parties/Functions

(c) Others

48
Q4. On what occasion, do you prefer to consume fruit juice?

(a) Feeling Thirsty

(b) Parties/Functions

(c) Others

Q5. What induces you to buy fruit juice?

(a) Price with quality

(b) Brand and Taste

(c) Healthy

Q6. What do you prefer other than soft drinks or fruit juice?

(a) Coffee/Tea

(b) Shakes (milk/ice cream/fruit)

(c) Lassi

(d) Other

Q7. Does advertising affect your purchase?

(a) Yes

(b) No

Q9. Which drink do you think is more healthy ?

49
(a) Soft Drink

(b) Fruit Juice

(c) Both

(d) None of these

50
 7.BIBLOGRAPHY

http://en.wikipedia.org

www.google.com

www.sodaking.co.za/news/84-the-history-of-soft-drinks

51