MARKET RESEARCH ON HEALTH DRINKS IN INDIA

PRESENTED BY,
GROUP NO-01
ANIMESH AMAL (01)
MADHURA JAGTAP (10)
SHAFAATALI (18)
BHAVIKA SACHDEV (23)
BOSCO JAMES (15)

CONTENTS

INTRODUCTION
MAJOR PLAYERS IN INDIA
RESEARCH METHODOLOGY
PIMARY INVESTIGATION
COLLECTION OF QUANTITATIVE DATA
SAMPLING PROCESS
FIELD WORK
DATA ANALYSIS PLAN
FINDINGS
CHI-SQUARE ANALYSIS
CONCLUSION
REFERENCES

Introduction

People are turning more health conscious these

days.
Because of this the non-carbonated beverage
segment has become one of the fastest growing and
most exciting businesses at the moment.
Consumers today have better tasting and more
healthy alternatives
Since the year 2007, the country has seen
numerous product launches in the field of
nutraceuticals/functional foods and beverages that
cater to distinct consumer brackets and ages.

Objectives

To study the market potential of health drinks

To evaluate the consumer preference and
consumer behaviour towards health drinks

MAJOR PLAYERS IN INDIA

Powder Category

Liquid Category

Traditional Category

New Market Players

Research Design

Conti..

This phase involved preliminary investigation

of the various factors which could possibly
affect the consumers perception about the
various brands and in turn influence the
purchase decisions of the consumer. The
secondary data gathered was analysed to
understand the current scenario of the health
drinks segment.

DATA ANALYSIS PLAN

1) Age

Gender

Education

Occupation

Health drinks

Solid form
Horlicks

24

Bournvita

82 50%

Complan

14 8%

Other

45

15%

27%

Conti

Stored/canned juices

Conti

Dairy products

Frequency

Market Place

Sources Of The Information

Findings
Gender and Brand

Bournvita

complan

Male

44

Female

38

Boost

Horliks

Other

10

12

25

12

18

Other

Horliks
Female

Boost

Male

complan

Bournvita

10

20

30

40

50

60

70

80

90

Age and Brand

Bournvita

less than 20

complan

45

23-25

25

more than 25

Horliks

20-23

Boost

Other

20

11

13

10

Other

Horliks
more than 25
23-25

Boost

20-23
less than 20

complan

Bournvita

10

20

30

40

50

60

70

80

90

Education and Brand

Bournvita

SSC/HSC

complan
4

Under Graduate

10

Graduate

27

Post Graduate

41

Boost

Horliks

Other

13

26

16

Other

Horliks
Post Graduate
Graduate

Boost

Under Graduate
SSC/HSC

complan

Bournvita

10

20

30

40

50

60

70

80

90

Income and Brand

Bournvita

complan

Less than 1 lac

35

1-3 lac

22

3-5 lac

14

more than 5 lac

12

Boost

Horliks

Other

13

17

Other

Horliks
more than 5 lac
3-5 lac

Boost

1-3 lac
Less than 1 lac

complan

Bournvita

10

20

30

40

50

60

70

80

90

Chi-Square Analysis
Brand Vs Gender

Gender * Brand Crosstabulation

Bournvita

Count
Male

Expected
Count

Brand
Boost

Total

Complan

Horlicks

Other

43

10

12

25

92

45.4

1.1

7.9

13.5

24.1

92.0

38

12

18

72

35.6

.9

6.1

10.5

18.9

72.0

81

14

24

43

164

81.0

2.0

14.0

24.0

43.0

164.0

Gender
Count
Female

Expected
Count
Count

Total

Expected
Count

Chi-Square Tests

PearsonChi-Square

Value

df

Asymp.Sig.(2-sided)

3.635a

.458

4.438

.350

Linear-by-LinearAssociation

.147

.701

NofValidCases

164

LikelihoodRatio

a.2cells(20.0%)haveexpectedcountlessthan5.Theminimumexpectedcountis.88.

Here Sig value is >0.05

So Null hypothesis is accepted,
There is no relationship between Brand and Gender

Brand Vs Age
Age * Brand Crosstabulation

Bournvita
Count
Lessthan20

20-23
Age

Total

Complan

Horlicks

Other

Expected
Count

4.4

.1

.8

1.3

2.4

9.0

Count

45

20

80

39.5

1.0

6.8

11.7

21.0

80.0

24

11

13

55

27.2

.7

4.7

8.0

14.4

55.0

10

20

Expected
Count

9.9

.2

1.7

2.9

5.2

20.0

Count

81

14

24

43

164

81.0

2.0

14.0

24.0

43.0

164.0

Expected
Count

Expected
Count
Count

Morethan25

Boost

Total

Count
23-25

Brand

Expected
Count

Chi-Square Tests

PearsonChi-Square
LikelihoodRatio
Linear-by-LinearAssociation
NofValidCases

Value

df

Asymp.Sig.(2-sided)

15.479a

12

.216

16.851

12

.155

7.950

.005

164

a.11cells(55.0%)haveexpectedcountlessthan5.Theminimumexpectedcountis.11.

Here Sig value is >0.05

So Null hypothesis is accepted,
There is no relationship between Brand and Age.

Brand Vs Education
Education * Brand Crosstabulation

Bournvita

Count
SSC/HSC

UnderGraduate
Education
Graduate

Complan

Horlicks

Other

Expected
Count

2.5

.1

.4

.7

1.3

5.0

Count

10

14

Expected
Count

6.9

.2

1.2

2.0

3.7

14.0

Count

27

13

26

76

37.5

.9

6.5

11.1

19.9

76.0

40

15

69

34.1

.8

5.9

10.1

18.1

69.0

81

14

24

43

164

81.0

2.0

14.0

24.0

43.0

164.0

Expected
Count

Expected
Count
Count

Total

Boost

Total

Count
Postgraduate

Brand

Expected
Count

Chi-Square Tests

Value

df

Asymp.Sig.(2-sided)

PearsonChi-Square

15.743a

12

.203

18.928

12

.090

Linear-by-LinearAssociation

.028

.866

NofValidCases

164

LikelihoodRatio

a.11cells(55.0%)haveexpectedcountlessthan5.Theminimumexpectedcountis.06.

Here Sig value is >0.05

So Null hypothesis is accepted,
There is no relationship between Brand and Education.

Brand Vs Income
Income * Brand Crosstabulation

Bournvit
a
Count
Lessthan1lac

Expected
Count
Count

1-3lac
Income

Expected
Count
Count

3-5lac

Expected
Count
Count

Morethan5lac

Expected
Count
Count

Total

Expected
Count

Brand
Boost

Total

Complan

Horlicks

Other

43

10

14

73

36.1

.9

6.2

10.7

19.1

73.0

19

17

47

23.2

.6

4.0

6.9

12.3

47.0

10

22

10.9

.3

1.9

3.2

5.8

22.0

22

10.9

.3

1.9

3.2

5.8

22.0

81

14

24

43

164

81.0

2.0

14.0

24.0

43.0

164.0

Chi-Square Tests

PearsonChi-Square
LikelihoodRatio
Linear-by-LinearAssociation
NofValidCases

Value

df

Asymp.Sig.(2-sided)

10.618a

12

.562

10.539

12

.569

2.514

.113

164

a.9cells(45.0%)haveexpectedcountlessthan5.Theminimumexpectedcountis.27.

Here Sig value is >0.05

So Null hypothesis is accepted,
There is no relationship between Brand and Income.

Conclusion

Using health drinks is a popular practice among people for a

variety of reasons.
consumer consume one health drink with a frequency of once
in a day, twice in a day or more than twice in a day.
Future research should identify if people of age group 20-25
will continue to consume health drinks.
Their perception about health drinks regarding taste, nutrition.
Now a days the awareness about Biotech product are not very
well.
There are 9% market of biotech products share , it means it has
good potential to increase its market share for biotech product
such as Yakult.

References

www.scrib.com
articles.timesofindia.com
www.yakuly.co.in
Asian Journal of Food & Agro Industry
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d&output=search&sclient=psy-ab&q=
chi+square+table&oq=chi+&gs_l
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0.724.0j4.4.0.les%3B..0.0...1c.1.SzszzGz2XX4&psj=1
&bav=on.2,or.r_gc.r_pw.r_cp.r_qf.&bvm=bv.135553416
9,d.bmk&fp=abe7578b7545eafb&bpcl=40096503&biw=1366
&bih=608
http://www.nutritionj.com/about/access/#opendata
http://www.studymode.com/essays/Market-Survey-Of-Tra