CONSUMER BUYING BEHAVIOUR TOWARDS FRESH

JUICE AND PACKED JUICE BRANDS IN BHOPAL

A
Report
on
Project Based Learning-I
Submitted to

SAGE University, Bhopal

for the partial fulfilment of
Master of Business Administration
Semester - I (2022-23)

Submitted By Guided By
1.Pragati Mahajan- 221318 Mr. Aditya Vyas
2.Harsh Bhadouria- 221107 Asst. Professor
3.Aman Batham- 221731 School of Management
4.Piyush Raikwar- 220046

---------------------------------------------------------------------------------
School of Management, SAGE University, Bhopal
Sahara Bypass Road, Katara Hills, Extension, Bhopal, Madhya Pradesh 462022
 DECLARATION

I Pragati Mahajan, Harsh Bhadouria, Aman Batham and Piyush Raikwar students of
School of Management, SAGE University, Bhopal (M.P.) do hereby declare that Project Based
Learning –I entitled CONSUMER BUYING BEHAVIOUR TOWARDS FRESH JUICE
AND PACKED JUICE BRANDS IN BHOPAL is an original work and has not been
submitted anywhere in the quest of any degree.

Date: ………………… 1.
Place: Bhopal Pragati Mahajan
Scholar No. 221318

2.
Harsh Bhadouria
Scholar No. 221107

3.
Aman Batham
Scholar No.221731

4.
Piyush Raikwar
Scholar No. 220046
 CERTIFICATE

This is to certify that Pragati Mahajan Scholar No. 221318, Harsh Bhadouria Scholar No.
221107, Aman Batham Scholar No.221731 and Piyush Raikwar Scholar No.220046 are the
students of MBA Semester – I. They have prepared Project Based Learning – I under my
guidance entitled CONSUMER BUYING BEHAVIOUR TOWARDS FRESH JUICE
AND PACKED JUICE BRANDS IN BHOPAL

Date: [Signature of the Guide]

Place: Bhopal Mr Aditya Vyas
Asst Professor
School of Management,
SAGE University, Bhopal.
 ACKNOWLEDGEMENTS

We would like to express our sincere thanks to our professor Mr Aditya Vyas our supervisor.
We have taken efforts in completing the research work. However, it would not have been
possible without the kind support and help of our supervisor. We highly indebted for his
guidance and constant supervision as well as for providing necessary information regarding the
research and also for his support and helping us in completing the given research work.
Our thanks and appreciation to our friends in developing the work and people who have
willingly helped us out with the abilities.

Date: 1.
Place: Bhopal Pragati Mahajan
Scholar No. 220608
2.
Harsh Bhadouria
Scholar No. 221107
3.
Aman Batham
Scholar No.221731
4.
Piyush Raikwar
Scholar No. 220046
 TABLE OF CONTENT

S No Content Page No.

1 Declaration
2 Certificate
3 Acknowledgement
4 Introduction 1-3
5 Literature Review 4-7
6 Rationale of Study 8
7 Objectives 9
8 Research Methodology 10-11
• Types of data collection method
• Approach of data collection
• Sample Size
• Sample Design
10 Data Analysis 12-22
• Analysis of graphs
11 Results and Discussion 23
12 Limitations 24
13 References 25
14 Annexure 26-31
 INTRODUCTION
Consumer preference describes the choices people make to raise their level of satisfaction.
Despite the fact that some of the products consumers buy are their own choice, they are not
always able to get exactly what they want.
There has been a theory of consumer preference for a long time. Consumer behaviors has been
explained using it. Numerous strategies, such as marketing, advertising, product design, etc.,
can be used to apply consumer preference.
The theory holds that consumers' preferences are influenced by their own preferences, the
preferences of others, and the environment in which they make decisions. Consumers are
impacted by cultural values as well as social pressure to follow particular behaviors or beliefs.
In economics, the phrase "consumer preference" refers to the choices people make to maximize
their level of satisfaction. Although some of the products that consumers buy can be
customized, they are not always able to get exactly what they want.
Consumer preference is a significant economic factor. One of the most important factors
influencing supply, demand, and price is it.
According to the completeness presumption, consumers are rational and base their decisions
on all available information. Consumers are assumed to be in control of their preferences and
unaffected by outside forces.
There is a tone of evidence to show that this premise is false. Consumers frequently base their
decisions on incomplete information, which suggests that they might be acting irrationally.
It's critical to remember that consumers are not apathetic because they want to purchase what
they want, when they want to purchase it, and from the location they want to purchase it. The
client wants to be in total charge of everything. They want to be certain that the item will be
delivered on time and that it will be of sufficient quality to meet their needs. However, it's
possible that the customer is unaware of the products or services that will give them the feelings
or experiences they want.
In the absence of information, the majority of people who create products or services will
assume that customers have complete preferences. When a product is first introduced, people
will assume that it has all the features that customers need and want. This incompleteness
assumption means that if a product doesn't have these features, the market won't be adequately
served, and the company could experience financial losses as a result.
This is the rationale behind why a company must carry out exhaustive market research before
marketing to its intended audience.
Real juice-1997 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 Réal has the widest range of fruit
beverages with 22 exciting variants - from the Exotic Indian Mango, Guava, Litchi, Jamun &
Peach to International Favorites like Pomegranate, Tomato, Cranberry & Grape and the All-
Time Favorites – Mixed Fruit, Orange, Pineapple, Mosambi and Apple.

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Tropicana Brands (pronounced as traa·puh·ka·nuh) is a former American fruit-based beverage
company. It was founded in 1947 by Anthony T. Rossi in Bradenton, Florida. Between 1998
and 2021 it was a subsidiary of PepsiCo, but in August 2021, 61% of Tropicana was sold along
with the rest of PepsiCo's juice brand portfolio for $3.3 billion to PAI Partners.[2] PepsiCo
retained the remaining 39% of ownership. Tropicana was acquired by PepsiCo in 1998, which
combined it with the Dole brand for marketing purposes. It has become the world's leading
producer of branded fruit juices.
Launched in India in 2004, Tropicana is offering 100% Juices and juice-based drinks.
Tropicana orange juice contains nutrients that are beneficial for heart health; however, it is a
concentrated source of sugar and doesn't contain much fiber, so you're better off eating the
whole fruit instead.
Paper Boat is a brand of traditional Indian beverages and foods produced and marketed by
Hector Beverages, which is headquartered in Bengaluru, India.
Paper Boat drinks are made with fruit pulp or juice, sugar, water or milk, spices, condiments,
and flavoring agents. Among the different flavors available, the most popular are mango,
jamun, kokum, and cumin, each of which is known for its health benefits.
The company aims to preserve traditional recipes while using innovation to make the Indian
drinks accessible to an urban market. Paper Boat does not use artificial coloring or
preservatives in its products.
Minute Maid is a product line of beverages, usually associated with lemonade or orange juice,
but which now extends to soft drinks of different kinds, including Hi-C. Minute Maid is sold
under the Cappy brand in Central Europe and under the brand "Моя Семья" (Moya sem'ya,
"My Family") in Russia and the Commonwealth of Independent States. Minute Maid was the
first company to market frozen orange juice concentrate,[3] allowing it to be distributed
throughout the United States and served year-round. The Minute Maid Company is owned by
The Coca-Cola Company, the world's largest marketer of fruit juices and drinks. The firm
opened its headquarters in Sugar Land Town Square in Sugar Land, Texas, United States, on
February 16, 2009; previously it was headquartered in the 2000 St. James Place building in
Houston.
Rather than selling powder to the public market, the company decided to create frozen orange
juice concentrate, using a process that eliminated 80 percent of the water in orange juice. A
Boston marketing firm H. A. Loudon Advertising came up with the name Minute Maid,
implying the juice was quick and easy to prepare.
The Minute Maid Company B Natural Mixed Fruit is a yummy concoction of delicious and
juicy fruits like mango, banana, pineapple, guava, jamun and bael. Relish the goodness of fruit
and fiber as it has been squeezed into each pack of B Natural. ITC Ltd has acquired Bangalore-
based Balan Natural Foods B, a natural juice brand, for about ₹100 crore, a major step in
fulfilling Chairman YC Deveshwar's vision of making the company the No 1 non-cigarette
consumer goods player in India. B Natural – 100% Indian Fruit 0% Concentrate.
Juicing provides many benefits, including improved digestion, energy, detoxification, and
clearer skin. Juicing is a great way to get your body’s nutrients in a delicious and easy-to-
consume form. If you are looking for a way to improve your health, juicing is a great option.

2
Fruit juice also have various benefits like.
• Enhance your immune system
• Delivers minerals and vitamins to the bloodstream
• Neutralizes bodies Ph
• Help reduce high levels of bad cholesterol and high blood pressure
• Combat eating disorders
• Improves energy levels
• Easy way to add fruits and vegetables to your diet
• Hydrates your body
• Slows and in some cases even reverse the signs of aging
• Detoxifies the body
• One of the main benefits juicing is that it helps to flush out toxins from your body. This
is because the nutrients in the juice help to stimulate your liver and promote healthy
digestion. Additionally, juicing can help to improve your skin health by helping to
eliminate toxins through your pores.

3
 LITERATURE REVIEW
This research is being performed in order to know the consumer behaviour towards packed
juice and fresh juice.
In this research various packed juice companies and fresh juice have been taken into
consideration to gain the deep knowledge about consumer preferences. This preference will be
based on some parameters like taste, price, availability, etc. This research is been performed
with the help of graphs and pie charts where the preferences of all the brands have been taken
into consideration and recorded and on a later stage have been analyzed.

R. Deliza & C. Castillo “Application of high-pressure technology in the fruit juice

processing: benefits perceived by consumers” 2017 The use of high hydrostatic pressure in
food processing is of great interest because of its ability to inactivate food borne micro-
organisms and enzymes, at low temperature, without the need for chemical preservatives.
Pressure-treated foods have sensory properties similar to fresh products, which is a major
advantage in juice processing as it matches consumer demand for healthy, nutritious and
“natural” products. However, an important issue arises when we consider the acceptance of
such products by the consumer. This paper discusses the use of pressure processing in fruit
juice production from a consumer perspective, focusing on the Brazilian consumer perception
and attitude, with respect to information presented on the fruit juice label about the technology.
The results have shown that when the technology advantages were presented on pineapple juice
labels, participants understood the benefits, and expressed a higher product intention to
purchase.

Izabel Lucena Gadiolo, livia de lacerda de Oliveria Pineli, Juliana Da Silva Quintiliano
Rodrigues, Alinne Bezerra Campos, Isadora Queroz Gerolim, Marileusa D, Chiarello
“Evaluation of packing attributes of orange juice on consumer attitudes expectation”
2020 Besides the sensory quality of food, other factors are related to the formation of
expectations and selection process for a product. This study aimed to evaluate the effect of the
major information found on packages of ready-to-drink orange juices marketed in Brazil on
purchase intention of this product, using the conjoint analysis technique, and also associate the
information defined to the attitudes of the participants regarding general health and their
interest in natural/no industrialized products. Four factors were used, each one with two levels:
nutritional information on vitamin C (rich in vitamin C × without information), sense of
natural/industrialized product (homemade – with juicy bits × orange flavour added),
information on preservative (without information × without added preservative) and price (high
or low). Sixteen packages were designed and evaluated by 144 consumers segmented into three
groups. Low price level was considered with the greatest positive impact, among all
information for cluster 1. Cluster 2 just gave importance to “homemade – with juicy bits.” Only
cluster 3 has more interest in general health than in natural products. Information rich in vitamin
C, “homemade – with juicy bits,” without added preservative and low price grouped the ideal
packaging of orange juice for most participants.

4
Nanami Mizutani, Masako Okamoto, Yui Yamaguchi, Yuko Kusakabe, Ippeita Dan &
Toshimasa Yamanaka “Package images modulate flavor perception for orange juice”
2017 Most food packages contain images as well as textual information. While the influence
of textual information on flavor evaluation has been well studied, the influence of images
remains unexplored. Thus, this study investigated how the valence and congruency of images
on juice packages influence flavor evaluations. There were 85 participants divided between
four experimental conditions: pleasant/congruent, with pleasant orange pictures;
unpleasant/congruent, with unpleasant orange pictures; pleasant/incongruent, with pictures of
pleasant non-food objects; and unpleasant/incongruent, with pictures of unpleasant non-food
objects. In each condition, pictures were attached to cups filled with juice. The participants
rated the palatability, goodness of aroma, sweetness, bitterness, sourness, richness, freshness,
and artificiality of 6 samples of the same juice. Juices presented with pleasant images were
rated as more palatable and fresher. Juices presented with congruent images were rated with
better aromas. This data shows that images on juice packages influence flavor evaluation.

Isabella Endrizzi, Giuseppe Pirretti, Daniela G Calo, Flavia Gasperi “A consumer study
of fresh juices containing berry fruits” 2021 Consumer science techniques are proposed here
to support the development of innovative fresh juices designed to exploit the sensory
characteristics and nutritional advantages of berry fruits and to meet the needs of modern
consumers, who increasingly buy ‘ready to eat’ products to save time, without abandoning a
healthy diet.
Results: A series of consumer tests were conducted on 25 juices created by mixing one of the
five berry fruits investigated with five different base juice variants. A high content of
polyphenols and anthocyanins characterises these mixes, especially those based on
pomegranate. Independently of the added berry fruit, the most successful recipes were the
mixes with pineapple and blood orange, characterised by a ‘balanced’ proportion of sweet and
sour components whereas the least appreciated were those based on pomegranate. Consumer
habits and opinions were also recorded and consumer groups were identified by clustering
variables: age, education and juice consumption were shown to be important factors in
consumer choice.
Conclusions: This study provides a useful insight into production and marketing strategies for
a new juice line that could be accompanied by the key message: ‘Just fresh fruit: all the pleasure
and nutritional intake of fresh fruit in an appealing drink’. Copyright 2009 Society of Chemical
Industry.

George Baourakis, George Baltas, Meline Izmiryan & Nikos Kalogeras “Brand
Preferences: A comparative consumer study in selected EU Countires” 2019 This study
aims to investigate the impact of different product characteristics, such as price, quality/taste,
image/reputation, advertising, packaging, and colour on consumers’ purchasing behaviour. An
overview of the global, as well as of the Greek and Dutch juice markets, is presented. A
comparison of consumers’ preferences and attitudes is performed with respect to juices in both
countries. Multivariate regression analysis is employed to explain consumer preferences for
the examined brands. Specific product attributes are found to be important determinants of
consumer demand. Implications for food marketing are also considered.

5
T Lucknow, C Delahunty “Concumer acceptance of orange juice containing functional
ingredients” 2019 This study examined the sensory impact of functional ingredients (e.g.,
probiotics, prebiotics, vitamins, and minerals) on the aroma and taste of orange fruit juices. A
trained panel (n=10) performed a descriptive sensory analysis on four functional orange juices
and seven conventional orange juices. The functional juices were described as possessing
perceptible “dairy”, “medicinal” and “dirty” flavours, distinguishing them from the
conventional juices. Subsequently, 100 consumers participated in a preference test, whereby
five orange juices (three conventional and two functional) were ranked in order of consumer
preference. Ranking decisions were based solely on the sensory characteristics of the juices,
since product information was not provided. On an overall basis, consumers preferred the
sensory characteristics of conventional juices. However, cluster analysis identified a small
consumer segment (11%) that significantly preferred the sensory attributes of functional juices.

Heather Caswell, Nutrition Scientist “The role of fruit juice in the diet” 2017 Over recent
years, consumers have shown an increasing interest in health and wellbeing, with many
wanting food and drink products that are healthy and nutritious, yet fit in with busy lifestyles.
Fruit juice is one beverage that has seen a dramatic increase in consumer purchasing since the
1970s, and is now consumed by nearly half the UK population. While the beneficial effects of
consuming diets rich in fruit and vegetables are well documented, the specific health effects of
consuming fruit juice are less so. Further, the role of fruit juice in conditions such as obesity
has also recently come under scrutiny, due to questions over how liquid calories affect
subsequent energy intake. Limitations in the literature in this area include a lack of studies
looking at different types of fruit juices and their effects on health, as well as studies that
differentiate fruit juice from fruit and vegetable intake. Consuming a diet rich in fruit and
vegetables (to which fruit juice can count once towards the 5 A DAY target) can help to reduce
an individual's risk of suffering from a variety of chronic diseases, and should therefore be
encouraged
.
Aline Bravim Santos, Sharlayne De Douza Bottoni, Daniela Alves Silva, jackline Freitas
Brilhante De Silva “Study of the consumers of ready to drink juices and fruit nectars”
2017 Juices and fruit nectars are an important segment of the beverage market in Brazil. The
aim of this study was to analyse and characterize the profile of consumers of ready-to-drink
juices and fruit nectars. A semi-structured questionnaire was applied to 389 patrons,
intentionally and conveniently, when they approached the shelves. The chi-square test was
applied to associate sociodemographic variables and consumption profile of the beverages with
the type of establishment. Logistic regression models were developed to evaluate the variables
associated with nectar acquisition. The level of education and knowledge about the beverages
were significantly related. Practicality was the main reason that led respondents to consume
these drinks, followed by quality and price, with the latter being associated with the level of
education. Nectar was the most purchased option, and this choice was associated with
increasing age and education, price and practicality. The consumption of juices and nectars
with no added sugar was lower compared with traditional beverages. The information in the
labels of these beverages was not sufficiently clear, for most of the participants. The most
mentioned brand by the interviewed was the one with better sensory preference, regardless of
flavour and the blinded or informed analysis.

6
V. Anojan & T. Subaskaran, “Consumer’s Preferences and consumer’s buying behaviour
on soft drinks: a case study in northern Province of Shri Lanka” 2018 This study focused
to find the consumer’s preference effect consumer’s buying behaviour of all soft drinks which
consumed by ordinary consumers in Northern Province. This study tested by using two main
established variables which are consumer’s preference include four sub variable such as
perceived product, perceived price, perceived place, perceived promotion and consumer’s
buying behaviour include four sub variable such as culture, social factors, personal factors,
psychological factors. The main objective was to evaluate the consumer’s preference and
buying behaviour of soft drinks. This survey has been explored the level of influence of
consumer’s buying behaviour. customer personal information which consists of gender,
location of business, income level, brand, consuming period, preference and advertising media
and also through research information which includes the dimensions of all variables.
Information collected from 300 samples in the Northern Province for this study.

Karen Weber Cullen, Tom Baranowski, Carl De Moore” Availability, Accessibility and
preferences for fruit 100% juice and vegetable influence” 2020 The relationships among
home fruit (F), 100% fruit juice (J), and vegetable (V) availability and accessibility separately,
as reported by 225 fourth- through sixth-grade children and their parents (n = 88), separately,
and FJV preferences to child-reported FJV consumption were assessed. For girls, child-
reported FJV availability and accessibility accounted for 35% of the variability in FJV
consumption. Child-reported availability and parent-reported accessibility were significantly
correlated with child FJV consumption in a combined model. For children with high FJV
preferences, FJV availability was the only significant predictor, whereas both avail-ability and
accessibility were significantly related to consumption for children with low FJV preferences.
Interventions targeting child dietary behaviours may need to tailor to the home environment,
separately by gender. Extra efforts are necessary by parents to enhance accessibility among
children who do not like FJV.

David Jakinda Otieno & Rose Adhiambo Nyikal “Analysis of consumer preferences for
Quality and Safety attributes in Artisanal Fruit juices in Kenya” 2019 This study used
choice experiment survey data from a random sample of 374 respondents to analyse consumer
preferences for quality and safety attributes of artisanal fruit juices in Kenya. Results show that
consumers had a positive and significant preference for single fruit juices compared to fruit
mixtures, private rather than public inspection of the juices, traceability of fruit origin, and
vendor’s health. Additives such as colorants, flavor, and preservatives were not preferred.
Consumers were willing to pay premiums of up to 200% for artisanal juices that contain single
fruits, lack additives, and are inspected by private agencies. These insights should be
incorporated in ensuring that artisanal fruit juice designs comply with food quality and safety
requirements. Further, there is a need to license and regulate the artisanal juice preparation and
handling and to provide training to the handlers on safety and quality requirements.

7
 RATIONALE OF STUDY

Rationale for the study, also referred to as justification for the study, is reason why
you have conducted your study in the first place. This part in your paper needs to
explain uniqueness and importance of your research. Rationale for the study
needs to be specific and ideally.
The research needs to contribute to the elimination of a gap in the literature
The research can be conducted to solve a specific problem
Your study has to contribute to the level of professional development of the
researcher.
➢ Fresh packed juice has become anytime consumable thing

➢ Reduce your risk of cancer.

➢ Boost your immune system

➢ Remove toxins from your body

➢ Aid digestion and help you lose weight.

8
 OBJECTIVES

➢ To understand about the pattern of consumer buying behaviour.

➢ To understand the preferences of consumers between packed juice and
fresh juice.
➢ For the purpose of understanding consumer behaviour.
➢ To understand why consumers, prefer the particular fruit juice.
➢ To know and understand usually at what time the consumers prefer having
juice.
➢ In order to find out the gaps in packed juices.

9
 RESEARCH MYTHODOLOGY

It can be characterized as a methodical and scientific search for relevant data regarding a
particular subject. A thorough investigation of inquiry, particularly through the search for novel
facts in any field of knowledge, is known as research.
Research is the simple term for the pursuit of knowledge.
Research involves defining and redefining problems, formulating hypotheses or suggested
solutions, gathering, organizing, and analyzing data, drawing inferences, and coming to
conclusions. Finally, the conclusions are carefully tested to see if they agree with the
hypotheses that were first proposed.
Primary Data:
These data are collected first time as original data. The data is recorded as observed or
encountered. Essentially, they are raw materials. They may be combined, totalled but they have
not extensively been statistically processed.

Sources of primary data:

In this project primary data was collected through
1. Direct Observation
2. Personal interview
3. Questionnaire

Secondary Data:
This is also known as published data, data which are not originally collected but rather obtained
from published source and statistically processed are known as secondary data.

Sources of secondary data:

1. Different manuals and documents
2. Magazines
3. Website

10
 APPROACH USED FOR DATA COLLECTION

The data collection method that we have used for the particular research is Primary Data
where we have made questioners and circulated into different age groups in Bhopal.
Through questioners we got the answers of the questions that were needed for the completing
of the study.

We have taken Primary Data Method, in which we took our survey on the basis of questioner
where we have prepared questions based on the topic CONCUMER BUYING BEHAVIOUR
TOWARDS FRESH JUICE AND PACKED JUICE BRANDS IN BHOPAL.

SAMPLE SIZE
We did a random sample of 133 people.

SAMPLE DESIGN
Data has been presented with the help of pie charts and bar graphs.

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 ANALYSIS
1) Age
• Below 18
• 19-25
• 26-30
• Above 30
Table 1.1
Age Below 18 19-25 26-30 Above 30
Percentage 9.8% 60.9% 16.5% 12.8%
No of 13 81 22 17
Consumers

Graph 1.1

The above graphs show how many numbers of consumers have filled the survey, The blue
color represents consumers who are below 18 which is 9.8%, the red color represents the age
group pf 19 to 25 years which is 60.9%, the orange color represents the age group of 26 to 30
which is 16.5%and the last green color represents the age group of above 30 which is 12.8%.
From the above data we can conclude that most of the consumers are between the age group of
19-25.

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 2) Which type of juice do you prefer more?
• Fresh Juice
• Packed Juice
Table 1.2
Preferences Fresh Juice Packed Juice
Percentage 87.2% 12.8%
No of 116 17
Consumers

Graph 1.2

The above graph represents the numbers of consumers who like fresh juice and packed juice
the blue color represents the consumers who like fresh juice which is 87.2% and the red color
represents the consumers who like packed juice which is 12.8%.
From the above data we have concluded that most of the consumers like fresh juice.

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 3) What make you buy your preferred juice?
• Flavor
• Price
• Quality
• Mood
Table 1.3
Brands Flavour Price Quality Mood
Percentage 27.8% 2.3% 53.4% 16.5%
No of 37 3 71 22
Consumers

Graph 1.3

The above graph represents the numbers of consumers who buy their preferred juice due to
some reasons which are flavor, price, quality and mood.
The blue color represents the flavor which is 27.8%, the red color represents the price which is
2.3%, the orange color represents the quality which is 53.4% and the last green color represents
the mood which is 16.5%.
We have concluded that most of the consumers buy juice due to its different flavor.

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 4) Which flavor do you prefer more?
• Fresh Apple Juice
• Fresh Pineapple Juice
• Fresh Orange Juice
• Packed Apple Juice
• Packed Pineapple Juice
• Packed Orange Juice
Table 1.4
Flavours Fresh Fresh Fresh Packed Packed Packed
Apple Pineapple Orange Apple Pineapple Orange
Juice Juice Juice Juice Juice Juice
Percentage 15.8% 43.6% 19.5% 2.3% 3.8% 6%
No of 21 58 26 3 5 8
Consumers

Graph 1.4

The above graph represents the flavor of the juice which the consumers prefer the red color
represents the fresh pineapple juice which is 43.6%, the orange color represents the fresh
orange juice which is 19.5%, the blue color represents the fresh apple juice which is 15.8%.
We have concluded from the above pie chart that most of the consumers like fresh pineapple
juice.

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 5) How much do you spend on juice?
• Rs 10 - Rs 50
• Rs 51 - Rs 100
• Rs 101 - Rs 200
• Above Rs 200
Table 1.5
Amount Rs 10- Rs 50 Rs 51-Rs 100 Rs 101- Rs 200 Above Rs 200
Percentage 42.1% 41.4% 9.8% 6.8%
No of 56 55 13 9
Consumers

Graph 1.5

The above graph represents how much the consumers spend on buying juice the blue color
represents Rs 10-Rs 50 which is 42.1%, the red color represents the Rs 51-Rs 100 which is
41.4%, the orange color represents Rs 101- Rs 200 which is 9.8% and the last green color
represent the above Rs 200 Which is 6.8%.
We have concluded that most of the consumers spend Rs to Rs 100 in buying juice which is
41.4%.

16
 6) How frequently do you consume juice?
• Daily
• Weekly
• Monthly
• More than a Month
Table 1.6
Time Daily Weekly Monthly More than a month
Percentage 27.8% 2.3% 53.4% 16.5%
No of 30 48 40 15
Consumers

Graph 1.6

The above graph represents how frequently the consumers consume juice the blue color
represents daily which is 22.6%, the red color represent weekly which is 36.1%, the orange
color represents monthly which is 30.1% and the last green color represent more than a month
which is 11.3%.
We have concluded from the above pie chart that most of the consumers consume juice on a
weekly basis which is 36.1%.

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 7) When do you love having juice?
• Morning
• Evening
• Before Meal
• After Meal
Table 1.7
Time Morning Evening Before Meal After Meal
Percentage 44.4% 39.8% 9.8% 6%
No of 59 53 13 8
Consumers

Graph 1.7

The above graph represents when the consumers like to have fruit juice, the blue color represent
morning which is 44.4%, the red color represent evening which is 39.8%, the orange color
represent before meal which is 9.8% and the last one is green which represent after meal which
is 6%.
From the above pie chart, we can conclude that most of the consumers like to consume fruit
juice in morning which is 44.4%.

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 8) What Is the main purpose of drinking juice?
• Love Drinking
• In a bad mood
• Feeling Bored
• Affected by friends
Table 1.8
Parameters Love Drinking In a bad mood Feeling Bored Affected by
friends
Percentage 66.9% 12% 9.8% 11.3%
No of 89 16 13 15
Consumers

Graph 1.8

The above graph represents what’s the main purpose of consuming juice the blue color
represents that the consumer love drinking juice which is 66.9%, the red color represents when
the consumer is in bad mood which is 12%, the orange color represents when the consumers
are feeling bored which is 9.8%, the last color green represent when the consumers are affected
by friends which is 11.3%.
We have concluded that most of the consumers like to consume juice because they love
drinking it, they prefer It as an energy juice which is 66.9%.

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 9) Is your preferred juice easily available?
• Yes
• No
Table 1.9
Availability Yes No
Percentage 87.2% 12.8%
No of 116 17
Consumers

Graph 1.9

The above graph represents if their preferred juice is easily available or not the blue color
represents yes which is 87.2% and the red color represents no which is 12.8%.
From the above pie chart, we can conclude that most of consumers preferred juice is easily
available as the result shows 87.2%.

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 10) What improvement would you like to see in your preferred juice?
• More new flavors
• Lower pricing
• To make it in a healthier way
• Quality Improvement
Table 1.10
Suggestions More new Lower To make it in Quality No
flavor Pricing a healthier Improvement Improvement
way
Percentage .8% 21.8% 42.1% 16.5% 0.8%
No of 25 29 56 22 1
Consumers

Graph 1.10

The above graph represent what improvements does the consumers like to see in their preferred
juice the blue color represents newer flavor which is 18.8%, the red color represents lower
pricing which is 21.8%, the orange color represents to make it in a healthier way which is
42.1%, the green color represents quality improvement which is 16.5%.
From this pie chart we can conclude that most of the consumers wish that the juice should be
made in a healthier way.as the percentage is 42.1%.

21
 11) How do you come to know about your preferred juice?
• Words of mouth
• Media
• Newspaper
• Hoardings
Table 1.11
Media Words of Media Newspapers Hoardings
mouth
Percentage 72.2% 18% 6% 3.8%
No of 96 24 8 5
Consumers

Graph 1.11

The above graph represents from where the consumers got to know about their preferred juice
the blur color represents words of mouth which is 72.2%, the red color represents media which
is 18%, the orange color represent newspapers which is 6% and the last green color which
represents hoardings which is 3.8%.
Most of the consumers got to know about their preferred juice from words of mouth as the
survey percentage is 72.2%.

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 RESULTS AND DISCUSS

1) Most of the consumers are between the age group of 19-25.

2) Most of the consumers prefer fresh juice over packed juice as fresh juice percentage is
87.2%.
3) Most consumers buy different juice due to flavor.
4) After our analysis we have concluded that most of the consumers spend on Rs10- Rs50
on fruit juice as the percentage is 42.1%.
5) Most of the consumers consume juice on a weekly basis which is 36.1%.
6) That most of the consumers consume juice on a weekly basis which is 36.1%.
7) Most of the consumers like to consume fruit juice in morning which is 44.4%.
8) We have concluded that most of the consumers like to consume juice because they love
drinking it, they prefer It as an energy juice which is 66.9%.
9) Consumers preferred juice is easily available as the result shows 87.2%.
10) Most of the consumers wish that the juice should be made in a healthier way as the
percentage is 42.1%.
11) Most of the consumers got to know about their preferred juice from words of mouth as
the survey percentage is 72.2%.

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 LIMITATIONS OF THE STUDY

➢ This research was only limited to Bhopal.

➢ We have done this research on an assumption whatever the consumers have
responded is accurate.
➢ We have only done questionnaires survey, so there are many respondents who don’t
use smart phones they might have missed and are not covered in this study.
➢ As according to the age group, the consumer between the age group of below 18 is
less because most of the consumers in this age group are not able to take their
independent decisions.

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 REFERENCES
1) R. Deliza & C. Castillo “Application of high-pressure technology in the fruit juice
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2) Izabel Lucena Gadiolo, livia de lacerda de Oliveria Pineli, Juliana Da Silva

Quintiliano Rodrigues, Alinne Bezerra Campos, Isadora Queroz Gerolim,
Marileusa D, Chiarello “Evaluation of packing attributes of orange juice on consumer
attitudes expectation” (2020)

3) Nanami Mizutani, Masako Okamoto, Yui Yamaguchi, Yuko Kusakabe, Ippeita

Dan & Toshimasa Yamanaka “Package images modulate flavor perception for
orange juice” (2017)

4) George Baourakis, George Baltas, Meline Izmiryan & Nikos Kalogeras “Brand
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functional ingredients” (2019)

6) Heather Caswell, Nutrition Scientist “The role of fruit juice in the diet” (2019)

7) Aline Bravim Santos, Sharlayne De Douza Bottoni, Daniela Alves Silva, jackline
Freitas Brilhante De Silva “Study of the consumers of ready to drink juices and fruit
nectars” (2017)

8) V. Anojan & T. Subaskaran, “Consumer’s Preferences and consumer’s buying

behaviour on soft drinks: a case study in northern Province of Shri Lanka” (2018)

9) Karen Weber Cullen, Tom Baranowski, Carl De Moore” Availability, Accessibility

and preferences for fruit 100% juice and vegetable influence” (2020)

10) David Jakinda Otieno & Rose Adhiambo Nyikal “Analysis of consumer preferences
for Quality and Safety attributes in Artisanal Fruit juices in Kenya” (2019)

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ANNEXURE

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