CHAPTER – 1 INTRODUCTION

Parle Products has been India's largest manufacturer of biscuits and confectionery for OVER

80 years now. Parle-G, the world„s largest selling biscuit brand that also provides a host of

other very popular brands, from the Parle family, symbolizes quality, nutrition and great

taste. It is famously known for reaching even the remotest of villages with its offerings. With

over 40% share in the biscuit market, Parle has won numerous accolades and awards. One of

the greatest strengths of Parle is its widespread distribution channel with approximately

33lakh distribution outlets.

Parle Agro Ltd commenced its operations in 1984. One of the biggest companies, Parle

Agro has an annual turnover of 10bn which is expected to reach 30bn in the coming years. It

has various segments- Beverages, Bottled water, Plastic packaging and confectionary items.

FROOTI was the first product to come out from this subsidiary and it is the flagship product

and is the most successful product from Parle Agro Ltd. Other beverage offerings of Parle

Agro are Appy Fizz, Grappy Fizz and Frooti.

Frooti came into its existence in 1985, and within few years created its standing as THE MOST TRUSTED FRUIT BEVERAGE BRAND, with its tag line as ―Fresh n Juicy‖

being one of the most spoken lines across the Frooti drinkers. Its packaging was a unique

way of attracting the youth among others.

As we know, every product goes through life cycle (ITNRODUCTION GROWTH

MATURITY DECLINE), and after many years of its operation Frooti is slowly making its

entry in the decline stage.

It has been losing out on its market share due to immense competition in the segment. Its

toughest competitors being Mazaa, Slice, Real juices. This now poses a serious threat and

question that what steps it will take to regain its lost market share and thereby re-enter as

the no 1 fruit based drink in the market.

1.1 OBJECTIVES OF STUDY

To gain an insight into consumer’s perception towards fruit juice consumption.

To understand how the consumers differ with respect to different fruit juice brands.

1.2 RESEARCH METHODOLOGY

The system of collecting data for research projects is known as research methodology.

The data may be collected for either theoretical or practical research for example

management research may be strategically conceptualized along with operational

planning methods and change management.

Some important factors in research methodology include validity of research data, Ethics

and the reliability of measures most of your work is finished by the time you finish the

analysis of your data.

Primary Data: includes all those ways and methods where there is some direct contact with

the consumers, decision maker of the company, or the company itself, For example-

questionnaire, survey, personal interview, telephonic interview etc. For our research, we will

make use of Questionnaires.

Secondary Data: includes all those secondary material which are available on internet,

company brochures, newspaper articles, company websites, competitor„s websites, etc. It is

a tedious task to get major chunk of true and correct information, by directly communicating

the company sources, or the prospective consumers. With major emphasis on primary

information, we will use some information from company magazines, internet etc. as well.

The sampling technique which we have put to use for our research is NON-PROBABLITY SAMPLING TECHNIQUE.

Non Probability Sampling: Under the NON PROBABILITY SAMPLING, we have

selected QUOTA sampling for the research. Under this, we have based our research focusing

on age group. Because we had this perception that Frooti as a beverage is generally for the

Youth, so we have designed our questionnaire based keeping these factors in mind.

In short we summaries our research methods as: Technique: QUOTA sampling (age group: 21-28, NON PROBABILITY) Method: questionnaire Sample Size: 50 Area of Survey: IILM, Gurgaon.

CHAPTER 2

DATA ANALYSIS 1) What do you preferred when you are thirsty? (except water)

Preference

Frequency Percent Valid Percent Cumulative

Percent

Valid

soft drinks 4 21.1 26.7 26.7

fruit juice 9 47.4 60.0 86.7

lemonade 1 5.3 6.7 93.3

energy drinks 1 5.3 6.7 100.0

Total 15 78.9 100.0

Missing System 4 21.1

Total 19 100.0

INFERENCE-

This shows that out of the data collected 47.4% population prefer fruit juice while only 21.1%

prefer cold drinks.

2) What taste or flavors do you like the most?

flavor

Frequency Percent Valid Percent Cumulative

Percent

Valid

mango 7 36.8 46.7 46.7

orange 4 21.1 26.7 73.3

lemon 4 21.1 26.7 100.0

Total 15 78.9 100.0

Missing System 4 21.1

Total 19 100.0

INFERENCE-:

Out of the total population surveyed 36.8% prefers mango flavor of their drinks.

3) What type of packaging would you prefer?

packaging

Frequency Percent Valid Percent Cumulative

Percent

Valid

tetra pack 2 10.5 13.3 13.3

pet bottles 13 68.4 86.7 100.0

Total 15 78.9 100.0

Missing System 4 21.1

Total 19 100.0

INFERENCE-:

Of the total surveyed 68.4% people like to have their drink in pet bottles while only 10.5% like to have

tetra packs for their drinks.

4) Which brand of soft drink would you prefer?

brand

Frequency Percent Valid Percent Cumulative

Percent

Valid

frooti 4 21.1 26.7 26.7

real juice 4 21.1 26.7 53.3

minute maid 3 15.8 20.0 73.3

tropicana 3 15.8 20.0 93.3

maaza 1 5.3 6.7 100.0

Total 15 78.9 100.0

Missing System 4 21.1

Total 19 100.0

INFERENCE-:

This shows that frooti and real juice are being preferred equally by the customers.

5) What is important to you while choosing fruit drink?

importance

Frequency Percent Valid Percent Cumulative

Percent

Valid quality 15 78.9 100.0 100.0

Missing System 4 21.1

Total 19 100.0

INFERENCE-:

Out of the total consumers surveyed major chunk of them prefer quality as their main constrain while

choosing their fruit drinks.

6) Frooti is a nutritional drink?

Nutritional drink

Frequency Percent Valid Percent Cumulative

Percent

Valid

agree 6 31.6 40.0 40.0

neutral 9 47.4 60.0 100.0

Total 15 78.9 100.0

Missing System 4 21.1

Total 19 100.0

INFERENCE-:

Out of the total consumers surveyed 31.6% agree that frooti is a nutritional drink while 47.4% were

neutral.

7) According to you frooti is a drink of which age group?

agegroup

Frequency Percent Valid Percent Cumulative

Percent

Valid all 15 78.9 100.0 100.0

Missing System 4 21.1

Total 19 100.0

INFERENCE-:

Frooti is meant for all age groups as it is not age specific as said by the consumers surveyed.

8) Should frooti comes out with new flavours?

New flavors

Frequency Percent Valid Percent Cumulative

Percent

Valid

yes 12 63.2 80.0 80.0

no 3 15.8 20.0 100.0

Total 15 78.9 100.0

Missing System 4 21.1

Total 19 100.0

INFERENCE-:

Frooti should come out with a new flavor as replied by 63.2% of the total consumers surveyed.

9)

Word association

Frequency Percent Valid Percent Cumulative

Percent

Valid

cool 4 21.1 26.7 26.7

relaxing 7 36.8 46.7 73.3

fresh 3 15.8 20.0 93.3

jazzy 1 5.3 6.7 100.0

Total 15 78.9 100.0

Missing System 4 21.1

Total 19 100.0

INFERENCE-:

Frooti is a relaxing drink as responded by 36.8% consumers and a cool drink responded by 21.1%

consumers.

9) Do you prefer frooti if the price is increased?

price

Frequency Percent Valid Percent Cumulative

Percent

Valid

Same pice i.e. Rs12 3 15.8 20.0 20.0

Rs15 6 31.6 40.0 60.0

Rs18 6 31.6 40.0 100.0

Total 15 78.9 100.0

Missing System 4 21.1

Total 19 100.0

INFERENCE-:

This shows that customers prefer quality and taste and for that they are willing to pay a bit

higher price also.

CHAPTER 3

RELATING CONSUMER PERCEPTION OF FROOTI

THROUGH THEORY

3.1 Elements of Perception:

There are four perception elements, sensation, the absolute threshold, the differential threshold,

subliminal perception.

Sensation is the immediate or direct response of the sensors organs to stimuli. In case of Frooti,

when seller gives you two option. First, chilled water and second, Frooti, usually your immediate

response to the seller would be Frooti. It is because of Frooti flavor – a unique mango flavor –

which creates direct sensation of mango flavor in consumers mind, there can be many influence.

The absolute threshold is the lowest level at which an individual can experience sensation. In

same case of Frooti, a consumer can experience low level of sensation when he/she is trusty and

Frooti is available in 1 liter pack instead of normal 300ml or 500ml pack, and opposite Nimboos

is available in 300ml or 500ml. Here consumer is taste conscious – Frooti‟s mango flavor – most

of time, but Frooti‟s 1 liter pack does not create enough sensation in consumer‟s mind to buy it

and hence consumer could prefer to buy Nimboos.

The differential threshold is the minimum difference that can be detected between similar

stimuli. In Frooti‟s case differential threshold can be identify in sense of, when there are two

options between Nimboos and Frooti, and consume normally prefer Frooti but this time his/her

sensation drag towards Nimboos. The reason behind choosing Nimboos is because the seller told

that this is new drink in flavor of lemon. Here influence term is word of mouth by seller, which

is minimum difference between choosing drink.

The subliminal perception is about weak or rapid stimuli. Just imaging that a person who never

prefer a mango taste, in that case Frooti drink influence is very weak, because that kind of person

would never prefer to buy a mango flavor Frooti drink. In vice a versa if a person is highly prefer

mango taste then it is hard to influence him/her for other drink, like Nimboos.

3.2 THE PERCEPTUAL PROCESS

1. Selection- A consumer decides to buy Frooti on three basis-

a. Exposure- Consumer chooses Frooti over other drinks as he/she gets attracted to the

packaging which is of yellow color that signifies mango.

b. Attention- Advertisements play a very important role in sale of Frooti as they catch the

attention of consumers.

“Mango Frooti Fresh and Juicy” is a very famous jingle which makes consumers feel connected

with the drink.

c. Selective perception- As the product has the first mover advantage, consumers perception

regarding Frooti has been constant for many years as most of the consumers associate

mango juice with Frooti.

2. Organization- As Frooti came into existence long time back, consumers recognize this

brand. The market positioning of Frooti has established both product categorization and

product uniqueness.

Interpretation- Frooti has formed a brand image which in turn represents the overall perception

of the brand. Brand image of this refreshing drink has been formed on the consumer‟s inferences

about this brand.

3.3 Distorting Influences

In perception we perceive any product because of many of is characteristics but there there some

distorting elements present in the product or environment that influences the perception of the

consumer towards any product and same is the case with Frooti.

1. Physical Appearance of Frooti is one of the most distorting element that makes the

perception of the consumer as because of the design and shape of the bottle consumer get

attracts and makes a perception that it must be delicious in terms of taste also.

2. First Impressions make the mind of consumers. It is well said that “first impression is

the last impression” so Frooti has already made its impression in the mind of consumers

as a chilling and delicious drink to consume at any point of time and at any place. Now,

even if the product may not satisfy the consumers but they have made an impression that

it is the trusted product and this influences their perception.

3. Halo Effect is the element which makes the perception and influences the consumer to

buy product. As Parle is a very known company and its products are very well known to

consumers like Hide & Seek Biscuits, Kaccha Mango Bite, Parle G, Krack Jack, etc. All

its products has made a halo effect on the consumers as their experiences with the

products in terms of taste was good so they perceived that Frooti as a product of Parle

would also be the same in terms of taste.

3.4 STP ANALYSIS OF FROOTI

MARGET SEGMENTATION OF FROOTI

Frooti, or Mango Frooti, as it is popularly called, is the largest-selling mango drink in

India.

iT is the flagship product of and the most successful drink offered by Parle Agro

IndiaPvt. Ltd.

First tetra pack drink to be introduced in the Indian market.

It is also now available in PET bottles and rectangular shaped packs.

Frooti has a majority market share of the Rs.300 cr.

Demographic:

The brand‟s consumer section is broadly divided into two segments.

Primary segment:

Consists of children in the age group of 4-12 years.

Secondary segment:

Consists of all adults who love fruit based, on carbonated drinks.

Psychographic:

The Strategy for 'frooti', therefore focused on the one hand on breaking the image which

youth associated 'Frooti' with and on the other on convincing the youth that it is the

better alternative than the colas. The Brand 'Frooti' aimed frooti as a fun, trendy and

modern drink targeted at the youth segment. The brand's consumer section is broadly

divided into two segments. 1) The primary segment consists of children in the age group

of 4-12 years. This is because of the growing health awareness among mothers who are

very particular about giving fruit drinks to their kids. 2) The secondary segment consists

of all adults who love fruit based drinks because they are wholesome and non-carbonate

The youth segment was targeted with sub-segments: Pre-teens (9-12), Teenagers (12-

15) Above teenagers (16-19) These are the new impulse category. The sporty and fun-

loving nature of the teens and their likings of hanging out together while drinking fruit

juices or other soft drinks were taken into account.

Geographic:

Frooti is exported to the U.S.A., Canada, U.K., U.A.E., Saudi Arabia, Malaysia, Maldives,

Singapore, Thailand, NewZealand, Australia,Mozambique, Congo, Ghana, Malawi, Zambia,

Nigeria, Tanzania, Japan etc.We segmented Indian market into three major states Maharashtra,

Delhi, Karnataka. The brandfrooti is not limited to any age group, profession, religion etc.

Initially frooti was launched in three states and after the consumer response was found to be

good it was introduced throughout the nation

Positioning of Frooti

Frooti Advertisement are no longer just to create buzz, they are created keeping in mind a

long term brand vision.

Advertisements of Frooti are more about situations and showcasing how consumers

connect with Frooti.

TARGETING

Targeting is the second stage of STP process. After the market has been separated into its

segments, the marketer will select a segment or series of segments and 'target' it them. Resources

and effort will be targeted at the segment.Frooti initially targeted only the kids. Later, they

realized the significance of the drink on the adults since it was considered healthy.Frooti over

these years have carved out a niche for itself in the market. Frooti instantly caught the fancy of

Indian consumer with its tetra pack and some smart campaigns. Initially the drink was positioned

as a kids drink. The product was perceived as a healthy fruit drink by the mothers . So withing a

short span of time, the brand was an alternative to the unhealthy colas. The tetra pack had other

benefits also. Fruit juice is a perishable product and tetrapack have extended the shelf life of

Frooti because tetrapacks have 2 layers of paper and a plastic coating that ensured tamper proof

and enhanced shelf life.

Targeted Areas:

CANTEENS: It can be noticed that in the later advertisements Frooti has targeted the collegegoing students

who wants to bunk classes and hang out in canteens with fruit drinks.

RESTAURANTS: All the restaurants were targeted from the dhabas to the high profilerestaurants.

BUSES/LOCAL TRAINS : Various inter-state and local buses, trains were provided with frooti and almost all the stalls in

the bus stations and train stations had frooti available with them

MOVIE THEATRES : Frooti is made available in most of the movie theatres around the country

3.5 Perceptual Mapping

Quality

High

Tropicana Frooti

Maza

Real juice

Price

High Low

Minute maid

Low

CHAPTER 4

Findings and Summary

When asked what would they prefer to have when thirsty, 47.4% of the respondents

claimed that they would go for fruit juices while soft drinks came a close second with

21.1% going for it.

Next, we wanted to know what flavours do the respondents like, and surprisingly

Mango was the top favourite with 36.8% opting for it.

To a question where we asked what packaging style do they feel comfortable with

using, 68.4% and 10.5% of the respondents chose pet bottles and tetra packs, which

implies they look for ease of carry and storage.

When asked by the respondents that which brand of fruit juice do they prefer most, it was

surprising to see that 21.1% prefer Frooti and 21.1% of the respondents prefer Real juice.

This shows that Frooti is getting tuff competition from Real juice.

When asked by the respondents that what do they seek important between price,

availability, quality, out of them 78.9% seek quality as their main constrain. This shows

that even if the company raises its price of the product a little higher customers will still

prefer quality as their main constrain.

Frooti is not restricted to a specific age group. It is meant for all age groups as replied by

the respondents.

Frooti should come out with some new flavours as consumers want to associate frooti

with some other fruit also except mango and 63.2% of the respondents gave positive

answer.

When asked by the respondents to define frooti in one word, 36.8% of them said that

after drinking it they fell relaxed while 21.1% responded that frooti is a cool drink.

CHAPTER 5

CONCLUSION

We conducted our survey to find out customer‟s perception about Frooti that what they think of

Frooti as fruit drink, so we conducted our research based on this in Gurgaon.

Based on the above findings, it is noted that the overall perception of respondents for

―Frooti‖ is Good. In order to attain the next 2 levels –VERY GOOD and EXCELLENT, Frooti

needs to develop innovative strategies, give a serious look into its product offerings and utilize

its core competencies in the most effective manner. Its 2 closest competitors are Real juice and

Mazaa. While Real juice takes the lead as an EXCELLENT drink (based on analysis), Mazaa is

also posing serious threat with its innovative and creative advertisements, in what is called THE

BEST WAY TO PROMOTE YOUR PRODUCTS.

People want to taste frooti in an entirely new flavour. Parle Agro should come out with some

new flavour of Frooti like Real juices, Tropicana on public demand and to give its competitors a

tuff competition.

With intense competition in processed fruit juice segment (Real, Mazaa, Tropicana,

Slice), Parle Agro should focus on the factors and features that once made FROOTI,

the most dominant Mango juice brand in the market , which would ultimately put a

curb in its falling market share.

It should look for gender specific distribution strategies since every individual

behaves in a certain way, and that doesn„t remain stable always.

BIBLIOGRAPHY

1. Consumer behavior by Henry Asseal

2. www.parleagro.com/mango%20frooti.html

3. www.creativelandasia.com/frooti.html

4. www.parleproducts.com/

5. www.afaqs.com/news/story.html?sid=26927

6. http://www.moneycontrol.com/news-topic/frooti/

7. http://economictimes.indiatimes.com/topic/Frooti

8. Gartner, Research firm, Feb 17, 2012)

9. (Dipti Jain, TNN, August 2, 2011)

10. (Sarthak Banerjee, ET Bureau, Feb 20 2012)

11. (Virendra Pandit, Ahmedabad, May 18, 2011)