A Summer Internship Project ON The preferences of customers on consumption patterns of fruit juice brands.

SUBMITTED TO :
OXFORD SCHOOL OF MANAGEMENT,BALIYASAN
IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Under

Gujarat Technological University UNDER THE GUIDANCE OF (MR. RUPESH PATEL) Submitted By:
Name of Student :- PATEL PARTH RAMESHBHAI, SOLANKI BHUPENDRA. Enroll. No: MBA-Semester (II)

Oxford School of Management

M.B.A PROGRAMME Affiliated to Gujarat Technological University Ahmedabad April 2012
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history
Manpasand Beverages (P) Ltd ( erstwhile Manpasand Agro Foods), established on April,29, 1998 is the leading brand of fruit juices like Mango Sip, Apple Sip, Guava Sip & Litchi Sip in entire beverages segments. Our basic proposition entails that our Company's business should refresh the market; enrich the workplace; protect and preserve the environment; and strengthen the community. Over a decade, Manpasand has marked its presence with significant achievements and today commands a market leadership status.

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Preface
It can never be possible to make in todays competitive business world only on the basis of theoretical knowledge. Practical study is very important for practical knowledge purpose.

Education can built the power of knowledge but to win in the competitive world one must be practical. As a student of M.B.A. practically of MARKETING, we have opted for a Research Study on Comparative study of .The preferences of customers on consumption patterns of fruit juice brands.

In this Research Study our beverages industry is related to Capital Market and to be specific it is Primary Market. We have tried to collect the information to the best of our ability within a given period and we hope that this study will satisfy all the necessary requirements.

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Acknowledgement
It is a great pleasure and pride for us during our post-graduate degree career that we had been given project work as a fulfillment of the Degree Requirement. We express our deep sense of gratitude and thank to Mr. Rupesh Patel for providing and guiding us throughout this project. We are indebted to them for their invaluable and timely suggestions and path driving motives during the course of implementation of the project.

We are also thankful to Mr.Japan shah (Director, OXFOR SCHOOL OF MANAGEMENT) for extending their help in our project work as well as guiding us in our final goal achievement.

It would be unfair if we miss out an opportunity to thank all our friends and colleagues for extending their direct and indirect support, co-operation and encouragement during the course of the project, without which we would not have achieved our goal successfully.

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Organization structure
MD

MARKETING DEPARTMENT

PRODUCTION DEPARTMENT

FINANCE DEPARTMENT

HUMAN RESOURCE DEPARTMENT

MARKETING MANAGER

PRODUCTION MANAGER

FINANCE MANAGER

EXECUTIVE

SUPERVISOR

ACCOUNTANT

SR

STORE INCHARGE

CLARK

WORKERS

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Index
Sr. no 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 History Preface Acknowledgement Organization structure Introduction Growth & evolution Market scenario Players in market Distribution channel Key issue and current trend Factor affecting fruit juice Research methodology Methodology Purpose of the study Objectives of the study Particular 2 3 4 5 8 10-11 12-17 18-30 31 32-34 35-37 38 39 40 41
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Page No

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16 17 18 19 20 21 22 23 24 25

Scope of the study Research design Sampling techniques used Statistical tools used Data tabulation & analysis Limitation Findings Suggestion Conclusion Annexure

42 43 44 45 46-60 61 62 63 64-65 66-67

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INTRODUCTION
A beverage is a drink specifically prepared for human consumption. Beverages almost always largely consist of water. Drinks often consumed include: Water (both flat or carbonated), Juice based drinks, Soft drinks, Sports and Energy drinks, Alcoholic beverages like beer or spirits, Coffee, tea ,Dairy products like milk. Commonly, drinks are filled into containers, like glass or plastic bottles, steel or aluminum cans as well as cardboard supported packages, like the "TetraPak" or others.

Traditionally, the Indian life style has a predilection for fresh fruits and vegetables or those processed at home. There is a sea change. People, are now increasingly going in for fresh fruit vending from kiosk fountains, which produce instant juices from fresh fruits in the presence of the consumer. It could be due to the non-availability of hygienically produced and wellpreserved products with the use of preservatives. That is why some of the real but branded fruit juices launched in the late 1980s and early 1990s did not succeed.

The emerging trends in the market have confused producers to sell their product to gain appropriate profit. India is growing day by day in various sectors and preference of people also changing according to the change in business trends. Consumer buying behavior is differenent according to products. A preference of consumer differs due to the different characteristics of the product. This study shows the consumer preference with respect to fruit juices. The demand towards the product can be known from the demographic profile, density of population, retail links and their expectations towards the product. Fruit juices now a day become a social drink which captured the attention of each individual of a society. The restrictions for other type of alcoholic drinks gave ultimate way of demand for fruit juices.

In Indian market the severe completion among the producers have encouraged them to go for innovative ways. The competitors have a strong belief towards their brand and products. Producers have inverted their preferences for marketing their products near local consumers. The
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consumers are mostly lean towards the brands which come across them in the daily life while going through television, news papers, and magazines, banners displayed in roads and from web sites. The juice marked has turned into a competitive market as there are similar competitors in the market serving the same type of juice by different brand names. The brand names of fruit juices have changed the consumer preferences because of their easy availability, price, quality, packaging, quality etc. Here in this case study those types of fruit juices brands have taken into account who has their most market shares in the market.

The consumer buying behavior shows a way to the competitors in what respect they can enhance themselves to exist in the market. The blind interpretation of producer force itself towards severe loss. The perceptions towards the individual product shows that whether the consumer will buy it or not .The emerging changes observed in the different levels of consumers. The consumers also change their preferences according to their capability of buying for that particular product. The distinct characteristics may sometimes attract the consumers to buy the product which they may not have purchased before. The retail chain also plays an important role towards it which shows the viability of product at the time of need. The consumers are again distinguished into different age groups because of their different consumption pattern of food. In some cases it is observed that fruit juices are only acceptable for sports persons for energy as well as for relaxation, but the health consciousness factor has affected a lot each individual so that they can drink fruit juices for good health. The campaigns for fruit juices have solved much disbelief among the consumers.

This study shows consumer buying behavior by considering the products like Tropicana, real, leh berry, fruity and mango ship. Some of the factors are taken into consideration like price, brand, quality, consumer type and profession of different consumers who purchase fruit juices. Their technique of buying is the key of our study. The buying behavior has a important role towards the growth of individual product in the competitive market. The market is dynamic in nature and needs innovations for existence.

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(A) growth and Evolution of Industry in Fruit drink India

There has been a steady rise in the capacity, production and capacity utilization in the fruit processing units. The processing capacity had gone up from 0.9 mn tonnes in 1990-91 to 2.1 mn tones in 1999-00. The capacity utilization improved from 31% to 47%, with the production in 1999-00 estimated to have increased to 980,000 tonnes. The consumer is basically concerned that it is a fruit juice and not a synthetically constituted product.

Accordingly, the first segmentation is between real fruit drinks and synthetic drinks. The former are based on natural fruit pulp or juice. The others are synthetic products containing fruit flavours. Among the fruit juice beverages are fruit juices (Pepsi's Tropicana), nectars (Dabur's Real) and fruit drinks (Frooti and Slice). All these are real, reconstituted from fruit pulps or concentrates. The leading fruit juice brands include Real, Onjus, Tropicana, Frooti, Jumpin. The fruit drinks are mainly based on oranges, mangoes, pineapples, grapes, apples, guava and tomato. They only differ in pulp content: the juices have over 85%, nectars (20% to 85%) and fruit drinks (less than 20%).

The branded fruit juices market inclusive of nectars is placed at about Rs 10 bn. The pure fruit juices are the preferred drink among the fruit drinks. This segment is growing at around 10% annually. The market for fruit juices is expected to grow to Rs. 9.50 bn by end 2011-12 from nearly Rs. 6.75 bn presently.

In the area of packaging, Tetra-Pak India, a part of the $ 10 bn Tetra Laval group, has become the major source of brick cartons amenable to aseptic packaging and imparting long product shelf life to the foods. Tins, nonetheless still continue to be in the market in family size packings. A perceptible change came in 1996 with the introduction of Real juice in aseptic cartons from Dabur Foods. Packaged in tabletop packs from Elopak, Norway, the juices were claimed to have a six-month shelf life. Real fruit juice is the first brand in Asia to use the latest
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Spin Technology developed by Tetra Pack. It is available in five flavors - orange, mango, pineapple, mixed fruit and tomato. It also plans to export Real to South East Asia, Bangladesh and Sri Lanka.

Enkay Texofood Industries entered the market with what is claimed as 100% natural orange juice in India with Onjus brand. Enkay happens to be the largest Indian exporter of fruit juices, pulp and concentrates to Europe and North America, with clients such as Unilever, Coke, Pepsi and Nestle. The company's plants near Vapi in Gujarat have been producing daily 80,000 packs of 250 ml and 70,000 packs of one litre of Onjus.

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(B)

THE MARKET SCENARIO FOR FRUIT JUICES

India produces about 9 million tons of fruits every year, growing at a rate of 12% per annum. The total market for fruit juices is 230million liters which includes both packeted and freshly made fruit juices. The proportion of packed fruit juices is small at just 3.4 Mn liters just over 1% of market, But even this huge volume translate to just 20ml per capital consumption as against 45 liters in Germany, 42.5 liters in Switzerland and39 liters in USA.

The key issue before the markets was to raise the consumption of packet fruit juices. The consumer perception is not the constant one for the different products available in the market. The perception of consumer depends upon the advancement made by the producers which attracts consumers a lot and holds the market share is huge manner. The market for fruit juices is more concerned about the facts behind fruit juices so the need for it is not diminishing but it is rapidly increasing day by day. For every fruit juice there is certain amount of market share but the real holding of market share depends upon the identity of the product by taking into account price, brand, quality, quantity, packaging, availability, flavor etc.

This Key Note Market Report on fruit juices and health drinks covers the market for fruit juice, health drinks and fruit drinks. In general, carbonates are excluded from this report, although drinks of this type can also be fruit-based. However, there is some overlap with the carbonates sector as health drinks, which might be carbonated and available in ready-to-drink formats of cordials, are included.

Over the next 5 years, Key Note forecasts that the fruit juices and health drinks market will remain healthy, with sales growing by an average annual rate of just over 6%.Increasing concerns relating to health and diet will play a major role in the market, as consumers move away from products that are perceived as being unhealthy, such as carbonated soft drinks, towards more natural alternatives, such as fruit juices.
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Market Analysis Summary:

One can sense an evolution that the industry has seen with development in the tetra- pack market, there also has been a natural progression from drinks to nectars to juices and while traditionally fruit drinks were aimed at children, the new brands like mazza,frooty,Tropicana, Real, and Life have focused on young adults and professionals. Although fruit drinks focus strongly on out of home consumption, the juices and nectars have been concentrating on takeaways or in-home consumption with more choice coming in, the tetrapack market is likely to witness further segmentation. Packaged fruit juices are getting recognized as social drinks now, with dominant consumption being observed in the company of family and friends. People have started to perceive fruit juices as anytime beverages, with consumption being spread more or less evenly between the mid mornings, afternoons and evenings. And generation now is as much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials. If the findings of a usage and attitude study conducted by market research agency Indica Research across 1200 adults in Sec A and Sec B households in Delhi and Mumbai are anything to go by, then its not just champagnes and colas that qualify as social beverages.

Market Segmentation:
There has been no general acceptance of the product forms in the fruit beverage market. The consumer is basically concerned if it is a fruit juice or synthetically constituted product. Product segmentation, therefore, should be clearly delimited. Under the fruit drinks the first segmentation is between real fruit drinks and synthetic drinks. The real fruit drinks are based on natural fruit pulp or juice. The synthetic drinks are synthetic products with fruit or other flavors. Broad taste preferences could be another way to define the market. The market is at present also segmented on the basis of fruit pulp content. For the purpose of segmentation, on the
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basis of fruit pulp content. For the purpose of segmentation, on the basis of fruit pulp content, market can be segmented as: Fruit juice with pulp content more than 80%. Brands falling in this Onjus, Real, Tropicana, etc. Fruit Nectar with pulp content between 40% to *0%. Life and Xs come in this category. Fruit Drinks with pulp content less than 40%. Frooti, Slice, mango sip, mazza and Jump in are the popular brands in this category. Segmentation could also be on the basis of the benefits provided to the consumer: category are

One benefit could be the nutrition content it gives to the consumer so one market could be the health-conscious segment. Second benefit is thirst quenching, so the other segment could be those buying the drink or nectar for satisfying the thirst.

Another very broad segmentation can be on the type of situation in which the drink or nectar is used: People who are on the move i.e. Outdoor use e.g. those traveling. People who are using it on the breakfast table as a part of their menu i.e. in-house use. Players very often choose one or more of such segmentations to differentiate their product and target market and accordingly plan their distribution and promotion patterns.

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Substitute:
Fruit juice companies have to face a two level competition i.e. on the first level with the substitutes and the then the players within the industry. The sip war is comprised of the following players with respect to India.

Soft Drinks (both carbonated and Non- carbonated soft drinks) Soft Drinks are divided into carbonated and Non- carbonated drinks. While Cola, lemon and oranges are carbonated drinks mango drinks come Non- carbonated category.

Flavored Milk (energy, N-Joy etc.) Just like fruit drinks Flavoured milk is also positioned on the health platform. Companies are trying to project it as a fun drink with added flavours and innovative packaging.

Mineral Water Fruit drink sellers consider even mineral water as substitute to their offerings. The main assumption is that packs ensure quality delivery.

Other products Milk by- products like buttermilk and lassi also serve as major substitutes. They compete in terms of low price as well as easy availability. These drinks are also considered important from the health perspective.

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Consumers Consumption and buying Patterns:

The Indian lifestyle has a traditional predilection for fresh fruits and vegetables or those processed at home. People go in for fresh fruits vending from kiosk fountains, which produce instant juices from fresh fruits in the presence of the consumer.

One reason is the unavailability of hygienically produced and well- preserved products with the use of preservatives. The fact that it is packed denies its freshness. This was also a reason why some of the real but branded fruit juices launched in the late 1980s and early 1990s did not succeed.

Taste is often the secondary consideration in the Indian market for beverages. Fruit juices also lose on roughage, which is an important part of fruit nutrition. Few people know the difference between a juice and nectar.

In general, the Indian consumers have become health conscious now and are looking for healthy and natural appetizing juices. They are moving away from synthetic drinks to natural and wholesome fruit juices. At present; Per capita consumption of juices in India is estimated at a fraction of a litre i.e. 200ml. The consumption of fruit juices in take home packs is estimated at 17250 mnlt. Consumers go for convenient and economy products. So small packs are well suited for travelers and children and large take home packs for families and price conscious people. Availability in chilled form and brand awareness plays a crucial role in purchase decision. This has implications for the need for availability of the product and in the right form. While there is no aversion to consumption of fruit beverages by any group, the main consumers of this market are people in the age group of 30 and below.

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Young adult and teenagers predominantly consume tetra pack drinks.

Brand loyalty is very low, as all the products taste the same. But brand loyalty is high in case of kids. Though there is a lot of difference between brand awareness and brand loyalty.

Consumers are money conscious where the purchase of fruit beverages is concern. Consumers are not ready to explore the market. They do not want to change their taste and are stuck to their old brands. Orange and other drinks are slowly picking up and breaking the loyalty towards old brands.

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(C)

Players in the fruit drink Industry

Soft Drinks has become part and parcel of the lifestyle of Indians, irrespective of middle aged people or kids. Particularly, after the arrival of a number of fast food joints in India, soft drinks have gained more and more popularity. Gone are the days when soft drinks were preferred only during sunny days, nowadays soft drinks are enjoyed with almost every meal that is had by people outside their home. In spite of several issues that crept up with respect to ingredients used in the manufacture of soft drinks, the market remained stable.

Categorization of soft drink industry:

The industry of soft drinks is divided into two main categories namely non-carbonated and carbonated drinks. The non-carbonated drink segments include mostly mango flavors, squashes and fruit juices, while carbonated drinks include orange, lemon and lemon flavors. Some of the top brand names in the soft drinks sector in India are Thumps Up, Pepsi and Cococola, Limca, Sprite, Mirinda, 7UP, etc With a view to meet the requirements of different segments of the society, these soft drinks are being offered in varied sizes.

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Leading Manufacturers of Fruit Beverages in India

Company
1. Parle Agro

Brand
Frooti

flavours
Mango, Guava, Pineapple, Strawberry & Orange

Appy

Apple

2. PepsiCo Ltd.

Tropicana

Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, Mixed Fruit.

Slice

Mango, Litchi, Orange & Guava.

3. Dabur

Real

Grape, Guava, Orange, Pineapple, Tomato, Mixed Fruit, Litchi, Mango.

Real Active

Orange, Apple

4, Godrej Foods

Jumpin

Orange, Apple

Re

Orange, Apple

Xs 5. Coca Cola Maaza

Orange, Apple Mango

6. BBI. II

Tree Top

Mango

7. Voltas

Volfruit

Mango

8. Hindustan

Grapy

Red Grapes, Litchi, etc.

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9. HP Agri

HPMC

Apple Marketing

10. North East Agro Mkt. Ltd. 11. Kerala Milk Mkt.

NERAMAC

Pineapple

Milma

Mango, Pineapple

12. Salstar Foods

Regold

Mango, Apple Mixed

13. Mohan Meakins

Gold Coin

Apple Juice

14. Modern Foods

Rasika

Mango, Guava

15. Eastern Fruit

Efil

Mango, Litchi

16. NAFEED

Nafed

Apple, Mango, Processed Guava, Orange

Pineapple,

17. Vadilal Industries Ltd.

Vadilal

Mango, Pineapple, Orange

18. Himgiri Foods

Himgiri

Mango, Pineapple, Orange

19. Lakhanpal Foods

VAFA

Mango, Pineapple, Orange

20. WIMCO Ltd.

Sunsip

Tropical Fruits Kioces

21. Tims Products

TIMS

Mango, Pineapple, Orange, Guava

22. BEC foods

ROLZ

Mango, Mixed Fruit Juices

23. The Maharashtra Inds. Development Corp. Ltd.

NOGA

Pineapple Agro.

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Top players in the soft drinks industry in India:

The soft drinks industry in India is dominated by some of the top players and the names of these top players are given below: Coco-Cola India PepsiCo India Rasna International

Some of the details regarding these top soft drink manufacturers in India are given below:

Coco-Cola Company entered into India in the name of Coco-Cola India, which is its wholly owned subsidiary. The company was launched in India in the year 1993 and this launch was actually a re-launch since India encouraged foreign investments in different industries. The company has more than 1.3 million retailers and more than 7000 distributors in India and their brands are the leading brands in the soft drinks industry in India. Some of their popular brands in India are Thumps up, Sprite, Limca, Fanta Apple, Fanta Orange and of course coco-cola. Their recent introduction to the soft drink industry in India is Minute Maid Juice.

Coca Cola signs Rs20 crore deal with Sachin Tendulkar

Coca Cola signs Sachin Tendulkar as brand ambassador news 24 January 2011. Coca Cola on Sunday confirmed reports that it had signed batting maestro Sachin Tendulkar as its brand ambassador The beverage giant said that Tendulkar will act as its 'happiness ambassador', working on the company's various strategic communication initiatives, including its corporate, CSR and brand campaigns.

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 The three-year endorsement deal with Tendulkar is estimated to be around Rs20 crore. Coca Cola also has Indian opening batting batsmen Gautam Gambhir on board as ambassador besides BollywoodactorImranKhan. Coca Cola's portfolio in India consists of Coca Cola, Diet Coke, Thums Up, Fanta, Sprite, Maaza, Minute Maid Pulpy Orange and Kinley.

Introduced in 1970s, Maaza has today come to symbolize the very spirit of mangoes. Universally loved for its taste, color, thickness and wholesome properties, Maaza is the mango lover's first choice.

Maaza is a Coca-Cola fruit drink brand marketed in India, the most popular drink being the mango variety, so much that over the years, the Maaza brand has become synonymous with Mango. Maaza, Indias biggest and most favorite juice drink brand, today unveiled an innovative communication initiative for 2009 aptly called Aam ki Pyaas (i.e. Thirst for Mangoes). The new communication program has been designed to position Maaza as the best and the only way to quench the thirst of Mango lovers who have an ultimate desire to have Mango, anywhere and anytime, best captured by the tagline, Maaza Lao Aam ki Pyaas Bujhao

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Minute Maid Nimbu Fresh Just Like Home-made Lemonade

A lemon drink with no added preservative or colour, Minute Maid Nimbu Fresh offers a refreshing drinking experience as close to homemade Nimbu Paani as possible in a packaged format. Nostalgia in a bottle, Minute Maid Nimbu Fresh offers 'Ghar Ki Yaadon Ka Ras' (memories of home-made lemonade) in every sip.

History of Minute Maid Nimbus Fresh Launched first in South of India in January 2010, Minute Maid Nimbu Fresh, started refreshing the whole of India by April 2010.

Various Products of minute main in India

Minute Maid Pulpy Orange Drink - Orange Juice drink made from concentrate. Minute Maid Nimbu Fresh Drink Lemonade Minute Maid 100% Juice - Apple, Grape, and Orange

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PepsiCo is an international company that entered into Indian soft drink industry in the year 1989 and within a short period of its entry, the company has started dominating the Indian soft drink market. The company is operating with the vision of Performance with purpose and the meaning of this vision is that when the business increases the value of the shares, they become responsible for improving the society they serve and the environment whose resources are being used by them. Thus, Pepsico India serves the society to grow along with it. Some of their popular products are Slice, Pepsi, Nimbooz, Mountain Dew, Mirinda and 7UP.

Fruit/Non carbonated Drink Product of Pepsi

Brand History
Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category. In 2008, Slice was relaunched with a winning product formulation that made consumers fall in love with its taste. With new pack graphics and clutter-breaking advertising, Slice has built a powerful appeal. Katrina becomes not only the first brand ambassador for Slice but also the first Indian film actress to endorse a brand in the juice category. She will also be the face for Slice Mangola.

Brand Advantage
With the launch of the Aamsutra campaign in 2008, its winning taste and appealing pack graphics, Slice created a great deal of excitement in its category and celebrated the indulgence in mangoes like no other brand had done before.
Slice was the first brand ever in the Juice and Juice Drinks category to sign on Bollywood diva Katrina Kaif as the brand ambassador for Slice. Oxford School Of Management Page 24

Tropicana
Brand History
Tropicana was founded in Bradenton, Florida, USA, in 1947. It is now enjoyed almost everywhere in the world. Widely regarded as the world's no. 1 juice brand, it is today available in 63 countries. Since 1998, Tropicana has been owned by PepsiCo, Inc. In India Tropicana was launched in 2004.

In India, Tropicana comes in two categories: 100% Juices (sold as Tropicana 100%) and Juice Beverages & Nectars (sold as Tropicana).

Tropicana Beverage Co. recently announced the companys inclination towards bringing in an entire series of juices and other health drinks from its international portfolio into India in the coming years. The Tropicana brand, per se, has been positioned on the health platform. Pepsi also plans to give its juice brand which has seen many hurdles in the nascent and niche juice market a renewed thrust in the coming days. A price revision of the brands is also on the anvil.

Pepsi sets the pace for backward integration of Tropicana, as a first step towards backward integration for its pure juice business Tropicana is foraying into contact farming of citrus fruits like oranges and Keanu. Punjab- Jallowal has been chosen as the location for the project. The 3 phase project involving trials, nursery and contract farming, is being pursued jointly by Pepsi and the Punjab Agro Export Corporation. Through in its infancy at the moment, the project vision however is of about seven years. If successful, it would mean 100% localization of orange juice and it becoming the supply center to other regions.

A present Tropicana has the following flavors: Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, Mixed Fruit.

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RaSna ropes in Genelia D'souza as brand ambassador

Fruit drink concentrate maker Rasna today said it has roped in Bollywood actress Genelia D'souza as brand ambassador The actress will be featured in all communication and promotional campaigns of the brand, Rasna said in a statement. Commenting on the development Rasna's Chairman and Managing Director Piruz Khambatta said: "Genelia's charisma resonates perfectly with our brand's full of life attribute. Youth relate with her girl next door image which will help us to reach the young generation in a fun and effectual way." In the past, the company has been associated with celebrities like Karisma Kapoor, Hrithik Roshan, Anupam Kher, Paresh Rawal and Kapil Dev. Rasna, which is the one of the leading producer of concentrates and instant powder, has a distribution network comprising 35 depots, 2,500 stockists, 18 lakh retail outlets and 700 sales people across the country. On the basis of pattern of consumption, the pattern of soft drink industry can be classified into two segments, namely based on the premises in which they are sold like cinema halls, restaurants, shops, railway stations, etc and the other segment is in-house consumption, which indicates that soft drinks consumed at home by the consumers.

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Frooti
Parle Agro Private Ltd is looking at product expansion in its various business segments to sustain growth in a sluggish market. In the fruit drink segment where Parle Agro has a hugely popular product Mango Frooti, it is planning to get into orange and pineapple under the same brand of Frooti. While orange pulp will be imported from Brazil, pineapple will be sourced from Thailand. At the same time, it has also embarked on stretching the franchise of its existing brandsFrooti, Appy and Bailley Mineral water. It knows the market and has sustained its brands in spite of the huge unorganized segment. Besides, the company will use its existing distribution network to get into the new categories. At the moment, its only advantage is its distribution strength.

Parle Agro boasts of a franchise network which few can match. It has two different sets of franchisees for its packs (11 franchisees) and mineral water (18 franchisees) that manufacture and distribute its brands. It ahs also attempted to venture into direct distribution by engaging special trucks to transport its brands to retail outlets. For instance, in Mumbai, it has 50 trucks plying between its factories and the outlets. Besides, future plans include introduction of the same direct distribution system for its franchisees across the country.

. The fresh n juicy Frooti brand, is dominating the packaged fruit based drinks category since its launch in 1985. Frooti Mango, which has 75% market share in tetra packs, grew by a modest 4% in 2001 according to ORG-Marg data. Larger pack sizes (1 liter) and more pure juices (such as orange and pineapple) would soon appear under the Frooti brand, taking on the existing competitors in these flavours and sizes brands such as Tropicana, Real and Onjus.

In keeping with market sentiments, cola biggies Coca Cola and Pepsi, too, are focusing on innovation in their non-cola portfolio. Coca Cola has launched Maaza in pineapple and orange variants in 125 ml tetra packs and large family packs. It recently started a new facility in Bareilly to cater to the growing demand for Maaza in north and central India. It is learnt that the company is also set to launch some "niche" products.

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Parle Agro has seen a trend towards fruit-based products. Parle Agro spent Rs 5 crore (Rs 50 million) to relaunched its flagship mango drink, Frooti, with modified packaging and a new ad campaign. It launched a guava drink, Frooti Guava, in Mumbai and other western regions in 65ml packs priced at Rs 2.50. The company is now out with Appy Fizz, an aerated apple drink in champagne-shaped PET bottles. Launched in Bangalore, it is being rolled out in Kolkata and Chennai in 500 ml and 300 ml packs retailing at Rs 25 and Rs 18, respectively. The 60 million case fruit beverage market never had it so good. Of the Rs 7,000-8,000 crore (Rs 70-80 billion) drinks market, fruit beverages account for Rs 500 crore (Rs 5 billion), growing at 25- 30 per cent annually. Like most drinks, summer accounts for 65 per cent of total sales.

Manpasand Beverages (P) Ltd.

Delightfully Refreshing Juices.... in various exotic flavors.

Manpasand Beverages (P) Ltd ( erstwhile Manpasand Agro Foods), established on April,29, 1998 is the leading brand of fruit juices like Mango Sip, Apple Sip, Guava Sip & Litchi Sip in entire beverages segments. Our basic proposition entails that our Company's business should refresh the market; enrich the workplace; protect and preserve the environment; and strengthen the community. Over a decade, Manpasand has marked its presence with significant achievements and today commands a market leadership statu

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Godrej's Jumpin & Soyfit in several flavours

The Foods Division of Godrej Industries produces and markets fruit drinks, fruitnectar and Sofit Soymilk. The Jumpin range of fruit drinks come in flavours such asmaqngo, apple, pineapple, litchi and orange. They are packaged in hygienic and asepticTetrapak that assures top quality. Ice-cold Jumpin can be enjoyed straight or mixed in a punch or a cocktail. They are available in packs of 200 ml.

Real
Dabur Foods that was set up in 1997 has brands like Hommade, Lemoneez and Capsico in its basket. The Rs. 37 crore Dabur Foods ltd, a wholly owned subsidiary of Dabur India ltd ahs two brands of juice in the market, they are; For its Real brand, Dabur is focusing on increasing in home consumption by targeting mothers and children. It is priced in the range of Rs. 60 to 65 [1 liter] and Rs 15 [200ml] except for Guava that is sold in the range to Rs 65 to 70 and Grape that is sold for Rs. 70 to 75. Its ingredients are water, fruit concentrate, sugar, citric acid and flavours of; Grape, Guava, Orange, Pineapple, tomato, Mixed Fruit, Litchi and Mango. Real Real Active

The Real Active brand is targeted towards fitness- crazy young consumers. The drink is positioned on the health plank. It was launched towards the end of 2002. At the same time, the company plans to position Real Active as its premium juice brand, while Real would be targeted at consumers belonging to socio economic categories B and C also. It contains only fruit concentrate and water. It is priced at Rs. 68 and 70. It is available in the Flavours of; Apple and orange.

The company was eyeing a turnover of Rs. 60 crore in the year 2001 -02, which is an increase of nearly 50%. According to the company it has seen a growth of 44% in the financial year 2001-02 as compared to 34% in 2000- 01. The company plans to increase the advertising spends for the brand by nearly 40%. Today the advertising and marketing budget for the brand by nearly Rs 8 Crore. Th e companys thrust is on increasing in-home consumption therefore they are mainly targeting the mothers and children. Oxford School Of Management Page 29

CONSUMERS DEMAND FOR FRUIT JUICES

As from the above analysis it if found that the 78% consumers consume fruit juices and they are aware about it but the apparent side says 18% consumers who are aware of fruit juices like Real, Tropicana, Leh Berry, Jumpin, N-Joi, mazza but not aware about the other fruit juices in the market because of their less demand. The demand for fruit juices increases because of the growing income of each individual and increase in purchasing capacity. The change in consumption food habit has really affected the demand of fruit juices. The brand name which ha s great influence towards sales. Most of the people says that real is the best brand and they will go for real. Lesser people then real want to go for Tropicana and subsequently the demand decreases among jump in and N-Joi . The various campaigns organized by the fruit juice companies have also increased the consumption demand for fruit juices. It is obtained from the primary research that65% of consumers prefer Real juice as compared to Tropicana, Leh Berry, Jump in and N- joi. It is also observed that n-joi has lesser consumers attracted towards it shows the lesser demand by consumers according to the various parameters which are explained in the other analysis as follows. According to the demand of the product by the consumers the producers increase their production by keeping in eye the past demand and competitors demand in the prevailing market. Leh Berry and Tropicana has the same demand in the market because of their retail price in the market for which the consumers buy it. The promotional factor which as great importance towards the demand of the fruit juices.

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(D) Distribution channel

IN Fruit Drink Industry Working With the 3-tier Distribution Channel..

COMPANY

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(E)
Key Issues and Current Trend
Segmentation and Positioning
In fruit drink industry, the drink is not for only few segments, its for the whole segment and product is for all.

In India, compare to the carbonate drink market, Fruit drink market positioning their product
very well

Promotion:
Contrary to popular belief, advertising is as much a science as it is an art. As the primary mode of communication between a company and its prospective customer, an advertisement must connect to the consumer, and create in his mind an attractive image of the brand. The average consumer gets lost in the vast sea of information, and is unable to differentiate one product from another. Notwithstanding the scientific inputs that go into designing an advertising campaign, some campaigns make history while others fail miserably. Ads are no longer informative tools, but, there has been a shift in attention away from the physical aspects and functional benefits of products to their symbolic associations, expressiveness. Marketing has ventured into the emotional, the behavioral, and the cognitive. Today, the primary objective of the ad is to create an image. The fierce competition between cola giants PepsiCo and the Coca Cola Company (henceforth, Coca Cola) - and the advertisement strategies adopted by them in India to establish their respective brand images offers an interesting insight into Image Advertising.

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Brand Identity
The first step in understanding Image Advertising is to understand the image being created, i.e. Brand Image. Brand Image is consumers perception of the brand in question. This perception might actually be different from what the brand actually embodies the Brand Identity. Advertising bridges the gap between Brand Image and Brand Image.

There are a number of tools available to explore the identity of a brand. One such tool is Kapferers Prism (Exhibit 1). As shown in the exhibit above, there are many facets to a brand. Kapferer identifies six key characteristics that together define the brand:

Physique the physical attributes of the brand Personality the personification of the brand Relationship the relationship between the consumer and the brand Culture the core values of the brand Reflection the way consumers want to be perceived when using the brand Self-Image the image that consumers have of themselves when associated with the brand

A combination of these characteristics can be used to identify what the brand ultimately stands for. These exercises were performed on a few brands each from the stables of both PepsiCo and Coca Cola

Market trends and industry challenges

In order to survive in this environment, companies must consider the market trends that will likely shape the industry over the next few years. This will help soft drink companies to understand the challenges they will encounter and to turn them into opportunities for process improvement, enhanced flexibility and, ultimately, greater profitability.

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Market trends for the soft drink industry can be summarized by six fundamental themes: Changing consumer beverage preferences, featuring a shift toward health-oriented wellness drinks. Growing friction between bottlers and manufacturers in the distribution system. Continually increasing retailer strength. Fierce competition. Complex distribution system composed of multiple sales channels. Beverage safety concerns and more-stringent regulations.

Brand Portfolio Analysis

The brands in the portfolio of Pepsi and Coca Cola play an important role in terms of the overall impact they have on brand recall and consumer loyalty. The framework developed herein attempts to identify the importance of each brand in the portfolio and the role it plays. In the case of The Coca Cola Company, Coca Cola is the core brand or the flagship brand. The focus, therefore, is on capturing the maximum value that the brand can generate. In this case, Mazza plays the role of a cover brand (Exhibit 3). Any spoof or threat on Coca Cola is countered by Mazza. However, off late, Mazza is moving up the ladder to become a core brand in the portfolio. The importance of a cover brand is that it allows for maintaining a planned advertising strategy. This builds brand value and creates no confusion about brand proposition.

Brand Roles
In case of PepsiCo, Pepsi is the core brand or the flagship brand. However, Slice and Tropicana have played the role of standalone brands. Therefore, Pepsi has to constantly respond to spoofs and threats from other brands by tweaking or changing its planned advertising strategy. This strategy may lead to confusion in minds of the consumer about the brand proposition. Such a situation can be critical with regard to the connection a brand establishes with its target consumer segment. Recent trend suggests at Slice taking up the role of a cover brand in the PepsiCo brand portfolio.
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(F)
factor affecting fruit juice company
Economic factor :

The deceleration of economic situation has direct impact on the Fruit Drink Company. It causes the decrease in consumers purchasing power and their demand because people spend less and try to save more. Therefore, the company loses its opportunity to expand the business and generate less profit. Still, the hamburger crisis caused economic downturn to most countries including Thailand. It was predicted that the amount of export will be reduced. The economists suggested that the fruit drink exporters should diversify their product to new markets or new geographical regions to reduce economic risk. China, a global leader in exporting, is now facing with quality trust around the world. Therefore, it is the opportunity for Thai exporters to make the global business expansion.

Political Factor:
Fruit juice beverages fall within the food category under the FDA. The government plays a role within the operation of manufacturing these products in terms of regulations. There are potential fines set by the government on companies if they do not meet a standard of laws.

Changes in laws and regulations, including changes in accounting standards, taxation requirements, (including tax rate changes, new tax laws and revised tax law interpretations) and environmental laws in domestic or foreign jurisdictions.

Changes in the Fruit drink business environment. These include, without limitation, competitive product and pricing pressures and their ability to gain or maintain share of sales in the global market as a result of action by competitors.
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Political conditions, especially in international markets, including civil unrest, government changes and restrictions on the ability to transfer capital across borders.

Their ability to penetrate developing and emerging markets, which also depends on economic and political conditions, and how well they are able to acquire or form strategic business alliances with local bottlers and make necessary infrastructure enhancements to production facilities, distribution networks, sales equipment and technology.

Social Factor:
Social factors greatly impact on fruit drink, as its a non-carbonated beverage it has to remain in line with the strict and stark differences of cultures the world over. Also, Fruit drink companies have to communicate its image as a global brand so that the people can associate it with themselves as something that connects the world together. Usually, the social implications are seen in marketing campaigns for example certain countries have religious festivals, so Companies have to keep in line with all those festivals in order to understand the psyche of their market and how they can cash upon the opportunity.

Technological Factor:
With the advent of the new age in technology, companies have completely integrated themselves with all the recent changes that have taken place. To mention a recent trend that has greatly picked up and something that almost every business is turning toward is Social Media. The social media explosion has allowed for increasingly interactive engagement with the consumers with real time results so Fruit Drink has to stay ahead of all the developments that take place with keeping in view how the youth of today utilizes technology for their benefit and how can Fruit Drink Companies reach them in order to keep on increasing brand recall and brand engagement.

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 Legal:
There can be many legal implications upon the beverage industry. I would cite one very famous incident took place in India, where fruit drink companies have accused of using contaminated water, given a lab test that was done upon the water flowing into the Pepsi factory that was located nearby an industrial estate. A massive recall was issued for the products from shelves and then the product was tested costing the company many billions of dollars upon the tests as India is a very major market.

Environmental:
These factors can affect Fruit Drink, but not immensely alter its trade and profit generation as these factors affect agri-businesses much more directly.

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RESEARCH METHODOLOGY

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(A) METHODOLOGY
Every project work is based on certain methodology, which is a way to systematically solve the problem or attain its objectives. It is a very important guideline and lead to completion of any project work through observation, data collection and data analysis.

According to Clifford Woody, Research Methodology comprises of defining & redefining problems, collecting, organizing &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 questionnaire keeping objectives in mind (considering the objectives) Feedback from the respondents Analysis of feedback Conclusion, findings and suggestions.

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(B) 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 Fruit Juices.

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(C) OBJECTIVE OF THE STUDY

To study the preferences of the people for fruit juices. To find out the factor(s) that influences the consumers consumption of fruit juices.

To test the know-how of the consumers regarding the various existing brands of fruit juices.

To explore the next best beverage after fruit juices.

To find out how the beverage is positioned in the mind of the consumers.

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(D) SCOPE OF THE STUDY

This study is confined to the patan area.

Seasonal drinks are not considered in the study.

We are considering only canned juices.

We are not considering water & alcoholic drinks.

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(E) RESEARCH DESIGn

A research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problem. On the basis of fundamental objectives of the research we can classify research design into two general types:

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.

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(F) SAMPLING TECHNIQUE USED:

This research has used convenience sampling technique. 1) 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 they are convenient.

SELECTION OF SAMPLE SIZE: For the study, a sample size of 100 has been taken into consideration.

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 questionnaire and the people were randomly being 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 conclusion, research work needed to be designed in a proper way.

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(G) STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this project are: Questionnaire Pie Charts Bar Diagrams

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(H) Data tabulationndAnalysis

1. Gender of respondents: A) Male Male No of Respondent Percentage 76 76% B) Female Female 24 24% Total 100 100%

Gender Of Respondent
Female 24%

Male 76%

INTERPRETATION:
In this study 76% male and 324% female respondent are part of my target population and they help me to fulfill my questionnaire from area of patan city.

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2. Age of respondents: A) Below 18 B) 18-25 C) Above 25

Below 18 No of Respondent Percentage 5 5%

18-25 49 49%

Above 25 46 46%

Total 100 100%

No Of Respondent
Above 25 24% Below 18 10%

18-25 66%

INTERPRETATION:
In the study 10% people under age of beloe !8 And 66% people under age of 18-25 Ana24% people above 25 year so this chart shown in age of 18-25 many people prefer this product.

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3.Do you aware about the fruit juice?

A) Yes

B) No Yes No 8 8% Total 100 100%

No.Of Respondent Percentage

92 92%

No Of Respondent
NO 8%

Yes 92%

INTERPRETATION:
In the study 92% people aware about the fruit juice in the market and 8% not aware about the fruit juice.

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4..Which type of fruit juice brand you are aware mostly? A) Tropicana D) Slice G) Leman B) Mazza E) Fruity H) Other C) Real F) Mangosip

Tropicana No.Of Respondent Percentage 3 3%

Mazza 28 28%

Real 06 6%

Slice 15 15%

Fruity 20 20%

Mango Sip 18 18%

Nimbus 08 8%

Other 02 2%

Total 100 100%

No Of Respondent
Other 13% Nimbus 6% Mango Sip 4% Tropicana 5% Mazza 27%

Fruity 15%

Real 7% Slice 23%

INTERPRETATION:
In the study 6% people prefer Tropicana or 33% people prefer mazza or 9% people preferreal or 28% people prefer slice or 19% people prefer fruity or 5% people prefer mango sip and 6% people prefer nimbus and 13% people prefer from other prodct. So this chart clearly shown mazza product largly sale his product other than

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5. Through which medium you come to know about your preferred fruit drink? A) Hoardings and Banners C) TVs/ Radio B) News paper and magazine D) Any Other

Hoardings and Banners

No.Of Respondent Percentage

News paper and magazine

10 10%

TVs/ Radio Any Other

Total

22 22%

48 48%

20 20%

100 100%

No Of Respondent
Any Other 20% Hoardings and Banners 22%

News paper and magazine 10%

TVs/ Radio 48%

INTERPRETATION:
In the study 22% people use hordings and banners or 10% people use newspaper and magazins or48 % people use tv/radio or20% people use any other medium know about the fruit juice.

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6. For whom do you buy fruit drink?

A) Myself

B) Family

C) Children

D) Social Occasion

My self

Family

Children

Social Occasion

Total

No.Of Respondent Percentage

64 64%

23 23%

7 7%

6 6%

100 100%

No Of Respondent
Children 7% Social Occasion 6%

Family 23%

My self 64%

INTERPRETATION:
In the study people buy 64% fruit drink for his personal use or 23% people buy for family or 7% people buy fruit drinks for his childrens or 6% people buy fruit drinks for social occasion.
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7. What quantity do you usually prefer to buy? A) 200-250ml B) 300ml C) 500ml D) 1 lt

200-250ml

300ml

500ml

1 lt

Total

No.Of Respondent Percentage

59 59%

16 16%

17 17%

8 8%

100 100%

No Of Respondent
500ml 17% 1 lt 8%

300ml 16%

200-250ml 59%

INTERPRETATION:
In the chart 59% people buy 200-250ml product or 16% people buy 300ml produt or 17% people buy 500ml prouduct or 8% people buy 1ltr product. So chart clearly shown many people buy 200-250ml product other than other product

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8. Which flavor you like most? A) Mango D) Nimbus B) Apple E) Other C) Guava

Mango
No.Of Respondent Percentage

Apple 15 15%

Guava 5 5%

Nimbus 11 11%

Other 11 11%

Total 100 100%

58 58%

No Of Respondent
Other 11% Nimbus 11%

Guava 5%

Apple 15%

Mango 58%

INTERPRETATION:
In the chart 58% people like mango flavor or 15% people like apple flavor or 5% people like guava flavor or 11%people like nimbus flavor or 11% people like other flavor so this chart indicates many people like mango from other product.

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9. Which is your most preferred channel for purchasing fruit drink?

A) Retail Store D) Pan shop

B) Super Market

C) Cine Plexus

Retail Store

Super Market

Cine Plexus 14 14%

Pan shop

Total

No.Of Respondent Percentage

21 21%

20 20%

45 45%

100 100%

No Of Respondent
Pan shop 45% Retail Store 21%

Super Market 20% Cine Plexus 14%

INTERPRETATION:
In the study 21% people buy product from retail store and 20% people buy product from the super market and 14% people buy product from the cine and 45% people buy product from the pan shop so many people buy product in the pan shop.

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10. Does advertising and promotion influence your purchasing decision?

A) Yes

B) No Yes No 28 28% Total 100 100%

No.Of Respondent Percentage

72 72%

No Of Respondent
No 28%

Yes 72%

INTERPRETATION:
In the study 72% people say advertising and promotion influence your purchasing decision and 28% people say advertising and promotion influence your purchasing decision.

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11. How do you rate your fruit drink brand? Mazza Slice Fruity Nimbus Other A) Very poor A) Very poor A) Very poor A) Very poor A) Very poor B) Poor B) Poor B) Poor B) Poor B) Poor C) Good C) Good C) Good C) Good C) Good D) Excellent D) Excellent D) Excellent D) Excellent D) Excellent

( In Percentage) Very poor Poor Mazza Slice Fruity Nimbus Other 4% 6% 3% 11% 14% 15% 27% 30% 32% 31%

Good 47% 43% 43% 39% 37%

Excellent 34% 24% 24% 18% 18%

Total 100% 100% 100% 100% 100%

No Of Respondent of very poor

Mazza, 4

Other, 14

Slice, 6

Fruity, 3

Nimbus, 11

INTERPRETATION:
In the chart people respond in mazza 4% ,Slice 6%, fruity 3% ,nimbus 11% and other product respond for very poor is 14%.
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No Of Respondent of poor
Mazza, 15 Other, 31

Slice, 27

Fruity, 30 Nimbus, 32

INTERPRETATION:
In the chart people respond in mazza 15% ,Slice 27%, fruity 30% , nimbus 32% and other product respond for poor is 31%.

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No Of Respondent for good

Other, 37 Mazza, 47

Nimbus, 39

Slice, 43

Fruity, 43

INTERPRETATION:
In the chart people respond in mazza 47% ,Slice 43%, fruity 43% , nimbus 39% and other product respond for good is 37%.

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No Of Respondent of excellent
Other, 18 Mazza, 34

Nimbus, 18

Slice, 24 Fruity, 24

INTERPRETATION:
In the chart people respond in mazza 34% ,Slice24%, fruity 24% , nimbus 18% and other product respond for excellent is 18%.

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12. Which type of Convenience you want mostly for increasing the sales volume of fruit drink brands?

A) Price

B) Scheme

C) Service

Price
No.Of Respondent Percentage

Scheme 31 31%

Service 11 11%

Total 100 100%

58 58%

No Of Respondent of excellent
Service, 11%

Scheme, 31%

Price, 58%

INTERPRETATION:
In the study 58 % people Convenience for price and 31%% people Convenience for scheme and 11%% people Convenience for service so price most effective factor for customer and company.

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LIMITATIONS
The study was confined to some areas of Patan The study does not take into account the sales affected of the soft drink segment due to the entry of juices. Time and cost constraints were also there. Chances of some biasness could not be eliminated.

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(D) Findings
In the city like a Gujarat , the people are the more price conscious so they choose the local fruit juice vendor in place of popular brands The woman of the house and children are in important influences factor to consume drink in todays scenario The people are attracted to beautiful ads and demand for the product as they want to experiment theme just for the sake if it or for their self satisfaction In current scenario people are very health conscious n believe in heath drink Among all the flavors the mango flavor capture more market Cold drinks are most powerful competitor for fruit juice In India the cold drink and fruit juice are more consume in the time of the festival and social celebration.

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(E) Suggestion
Because of price conscious behavior fruit juice company can introduce tetra packs TCA packs to compete local venders In fruit juice market domestic brands have issue with the quality of their products so they have to solve quality problems Fruit juice products always have issue of their expiry so that the company have to make strong distribution channel in such a way that not harm the product. They should be contract with the popular restaurant like MacDonalds, pizza hut, subways and offer their product with them. Packaging is the most important factor in success of the brands so company have to more focus on the packaging. Fruit Juice Company advertises their product with the use of their USP of healthy product.

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(F) Conclusion
The objective of the study is to analyze the consumer behavior with respect to fruit juices which is carried out by considering five fruit juices brands in the market. Tropicana, Real, Mango Sip, Jump in and Slice, mazza, nimbuzz, rashana, Fruity are the brands which are taken into consideration for the study. These brands are identical with respect to different characteristics. The thorough study is based on the consumer behavior analysis which serves a great idea of wide idea regarding consumer perception when they go for a particular brand from the market for fulfilling the need. In order to satisfy themselves consumer perceive many things before buying which are analyzed in this paper and results obtained.

The whole study satisfies the objectives of the study. The market share is studied for each brand by taking in to consideration for which product they like to buy or they are buying. It is found that Mazza has retained maximum number of customers where as other brands have retained lesser number of consumer. So other brands can change their strategy for retaining more number of customers for satisfying their objective. The other brands can retain more number of customers if they take some initiatives for those parameters in which they are behind the other brands.

The parameters which are considered in this study really affect the consumer buying behavior those are availability, price, quality, quantity, customer feedback and packaging.

In some cases Tropicana is good as compared to other brands but simultaneously it is not good if we consider some other parameters. Mazza has gained maximum number of points in case of

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availability, quality, flavor, and packaging. Consumer awareness is also an important factor for the producers from where they know about the consumer interest regarding their product.

Consumer perception generally changes from time to time because of the changes in brands in promotional activities. Tare obtained from the study that the awareness increases the market share of the product. In case of demographic profile most of the students who consume fruit juices. The price which real has set per liter of fruit juice of different flavors like orange, pineapple, apple, grape and mixed fruit is high so generally students go for Tropicana ,Mango Sip and Jumpin.These three brands serve the need of students if we consider the price as a prime factor.

The service holders who generally drink less fruit juices and their purchasing power differ from their incomes. The profession wise division of consumes states that their capability of purchasing the brands. Some of the professionals whose income is more they generally go for Real and Tropicana without thinking anything. For the higher income personnels price is not a prime factor as studied from that consumer behavior study. On the other hand the behavior slightly changes because of the packaging of the fruit juices.

The type of purchasing the consumers do is also obtained by considering their frequency of buying the juices and them quantity they purchase at a time or time to time. Mode of purchasing the juices has changed according to the consumer feedback studied from the questioner. The consumer wants to go for the easy way of buying then juices like the milk which is available in the market. It is concluded from this study that real has highest market share and has the satisfactory level in some parameters. The behavior of consumer changes according to the parameters which are prevailed for their satisfaction to purchase.

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QUESTIONNAIRE
Analyze the preferences of customers on consumption patterns of fruit
juice brands in City of patan. NAME : AGE :
1. Gender of respondents: B) Male B) Female

2. Do you aware about the fruit juice? A) Yes B) No

3. Which type of fruit juice brand you are aware mostly? A) Tropicana D) Slice G) Nimbus B) Mazza E) Fruity H) Other C) Real F) Mango sip

4. Through which medium you come to know about your preferred fruit drink? A) Hoardings and Banners C) Tv/ Radio 5. For whom do you buy fruit drink? A) Myself B) Family C) Children D) Social Occasion B)News paper and magazine D) Any Other

6. What quantity do you usually prefer to buy? A) 200-250ml B) 300ml C) 500ml

D) 1ltr.

7. Which flavor you like most? A) mango B) Apple E) Other

C) Guava

D) Nimbus

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8. Which of the following point satisfy you the most? Kindly rank in your order A) Number of Flavor B) Price C) Nutrition Value D) Taste E)Availability and Convenience F) Discount and Promotion Scheme

9. which is your most preferred channel for purchasing fruit drink? B) Retail Store C) Pan Shop/Kiosks B) Super Market C)Cine Plexus

10. Does advertising and promotion influence youre purchasing decision? A) Yes B) No

11.How do you rate about fruit drink brand? Mazza Slice Fruity Nimbus Other A) Very poor A) Very poor A) Very poor A) Very poor A) Very poor B) Poor B) Poor B) Poor B) Poor B) Poor C) Good C) Good C) Good C) Good C) Good D) Excellent D) Excellent D) Excellent D) Excellent D) Excellent

12. Which type of Convenience you want mostly for increasing the sales volume of fruit drink brands? A) Price 13. Would you like B) Scheme C) Service

to give any suggestion regarding to fruit juice brand?

______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________

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