ABSTRACT

The project entitled “A STUDY ON CONSUMER PERCEPTION

ABOUT MAA FRUIT DRINKS UNDER CAVINKARE” was carried out for

CAVINKARE PVT. LTD., CHENNAI. The duration of the study was on two

months. The study was undertaken with the objective of finding consumer

perception and to find out the market potential for MAA fruits in Chennai city.

The study was supported by 145 respondents.Choice of fruit drinks, factors

influencing choice of fruit drinks, consumption pattern of fruit drinks were studied.

The data Collected were analyzed using percentage analyze and chi-square test.

Based on the analysis of data, it was found that slice Maaza and Frootnik are

dominating in the tetra pack fruit juice market. Also advertisement in the tetra pack

fruit juice market and promotional schemes were found to be not satisfactory. The

study put forth few suggestions like improved advertisement, more promotional

offers, focus on mango flavor etc., for increased sales and growth of the

organization.

1

CHAPTER – I

GENERAL INTRODUCTION

SOFT DRINKS

The term soft drinks was originated to distinguish between non alagalic

beverage from hard liquor. Soft drinks are non algalic carbonated or non carbonated

beverage usually containing a sweetening agent, edible acid and natural of artificial

flavour. Soft drinks include cola beverages, fruit flavoured drinks and ginger are and root

beer, coffee, tea, milk etc.

The non corborated beverages sector can be classified as fruit dinks,

nector and juices. The classification is based on the percentage of the fruit pulp content in

the beverage. Fruit drinks has to have minimum fruit pulp content of 10% while nector

needs to have a minimum fruit pulp content of 25% the total size of the branded non

corborated beverages in the organized segment is estimated at rs500 crores.

For Indians, drinking juices is not a new concept. Fruit drinks in the

unorganized segment are considered cheaper and fresher by consumers, even though they

are unhygienic. The organized natural juice market in is currently in a nascent stage –

though it is growing at a healthy 35% to 40% per annum. The market has had high entry

barrier. Few customers are convinced about packet juices, being preservative free and as

healthy as freshly squeezed juice, the drinks market is relatively more mature and

growing at 20-25%.

The juice category is the fastest growing segment at the present estimated

to be growing by 20 to25% per annum. The fruit drinks category as sluggish growth. The

juice drinking habits in India are not as strong as in west. But slowly, the category has

been growing. people are slowly forming a habit of buying juices and stocking it at home

and serving it at breakfast are other times of day.

2

INTRODUCTION

Business is all around us and it is the main spring of modern life, only few people

understand its true nature and its role in the society. The study in any one of the fields of

business is essential for training one self in that field for their carrier in their future. More

over it helps in under standing the events in the right perspective and tackling different

situations effectively.

It is quite but usual that during scorching summer, people do crave for some cool

item. If such cool items are in the form of cool drinks, they receive more importance. The

cool drinks manufacturers are giving importance to the quality that is why some cool

drinks manufacturers are increasingly making progress in the current markets.

3

TITLE OF THE STUDY

A STUDY ON CONSUMER PERCEPTION ABOUT MAA FRUIT DRINKS

Under CavinKare with special reference to CHENNAI CITY

4

COMPANY INTRODUCTION

Success is a journey not a destination. CavinKare began with a young mind choosing

the road less taken. In 1983 with a single product, CavinKare started out as a small

partnership firm. The Company that began its journey as Chik India Ltd was renamed as

CavinKare Pvt. Ltd (CKPL) in 1998. With innovative Entrepreneur C.K. Ranganathan at

the helm, CavinKare emerged into a successful business enterprise.

Smart marketing and clear product positioning not only ensured CavinKare's growth but

also helped the company broaden its product portfolio extensively. The company now

markets ten major brands. Over the years, CavinKare has achieved a competitive edge

with sound understanding of mass marketing dynamics. The company offers quality

Personal care (hair care, skin care, home care) and Food products borne out of a keen

understanding of consumer needs and keeping up company's the values of innovation and

customer satisfaction.

Today, CavinKare, having established a firm foothold in the national market, is

increasing its popularity in the international arena. A dedicated Research & Development

centre, equipped with latest equipment and technologies, constantly supports the various

divisions in their endeavour. The Company, which primarily relied on contract

manufacturing for many years has now set up its own world class plant at Haridwar to

cater to the demand of both domestic and international market.

CavinKare Group has crossed a turnover of 8819 million INR in 2009-2010. The

Company has employee strength of 576, an all India network of 1300 Stockists catering

to about 25 lakh outlets nationally. CavinKare's astute professionalism, innovative

products and consistent quality are results of its significant corporate practice.

" To succeed we believe that we need total commitment and highest standard of ethical

and corporate behaviour in order to provide the best for our consumers, stakeholders

and employees".

5

COMPANY PROFILE

Profile of CavinKare Pvt. LTD

Vision

To produce enormous varieties of products based on food and to promote all over the world.

The banker of CavinKare fruit is ICICI

Advertisement agencies

Vignesh advertisement agencies in Chennai.

Branches:

1. CHENNAI IN TAMILNADU

2. THRICUR IN KERALA

3. BANGALORE IN KARNATAKA

4. RAJAMUDURI AND VIJYAWADA IN ANDHRA

5. MALAYSIA

6. SINGAPORE

7. DUBAI

8. MALADIVAS

9. PORT BLAIR IN ANDHAMAN

Delivery of goods

Weekly once in season time

Once in two weeks during off season

6

Competitors

Frooti

Slice

Maaza

Kissan

Fruitnik

Jumpin

Real

Appy

Sales period

Seasonal sales : April, May and June

Off season sale : July to March

About Chennai branch

It covers 50000 shops in 86 areas where two stockists are appointed to carry over the

business activities.

Highest sales : Andhra, Kerala and Andamans

Yearly turn over : 45 crores.

Product profile

MAA fruit drinks comes in 3 flavor which are as follows.

Mango

Pine apple

Pink guava

7

CHAPTER – II

REVIEW OF LITERATURE:

NEED FOR THE STUDY:

Consumer perception has strategy implication for marketers because consumers make

decisions based on what they perceive rather on the basis of objective reality.

Thus a study on consumer perception about MAA fruit drinks will help the marketer to

know how the product is being perceived by the consumer and what changes the marketer

need to make in their marketing strategy.

8

OBJECTIVES

1. To find out the consumer perception towards MAA fruit drinks

2. To find out the reasons for preference of MAA fruit drinks

3. To analyze the opinion of consumer on MAA fruit drinks advertisement

9

SCOPE OF THE STUDY:

The scope of the project is confined to Chennai city.

The survey has been made with the consumers of different categories like employees,

housewife’s and students.

The study will be useful for the company to know their position in the market and to

make necessary changes in their marketing strategy.

10

LIMITATIONS OF THE STUDY:

1. The observation may not be applicable to other areas, other than the

survey field.

2. The accuracy of the figure and data are subject to the respondents view.

3. Consumer behavior trends keep changing because of innumerable factors

like change in season, taste and income, thus the results of this study may

not have a long term value.

4. The study is limited to Chennai city only.

11

THEORITICAL BACKGROUND

Perception:

Perception is defined as the process by which an individual selects, organizes and

interprets stimuli into a meaningful and coherent picture of the world.

Perception has strategy implications for marketers, because consumers make

decisions based on what they perceive, rather than on the basis of objective reality.

The interpretation of stimuli is highly subjective and is based on what the

consumer expects to see in light of previous experience, on the number of plausible

explanations he or she can envision, on motives and interests at the time of perception,

and on the clarity of the stimulus itself. Influences that tend to disfort objective

interpretation include physical appearances, stereotypes, halo effects, irrelevant cures,

first impressions, and the tendency to jump to conclusions.

Just as individuals have perceived images of themselves, they also have perceived

image of Products and brands. The perceived image of a product or service (i.e., its

symbolic meaning) is probably more important to its ultimate success than are its actual

physical characteristics. Products and services that are perceived favorably have a much

better chance of being purchased than products or services with unfavorable or neutral

images.

Consumers often judge the quality of a product or services on the basis of a

variety of information cues; some are intrinsic to the product (e.g., color, size, flavor,

aroma),while others are extrinsic ( e.g., price, store images, brand image, service

environment ). In the absence of direct experience or other information, consumers often

rely on price as an indicator of quality.The images of retail stores influence the perceived

quality of products they carry, as well as the decisions of consumers as to where to shop.

Manufactures who enjoy a favorable image generally find that their new products

are accepted more readily than those of manufactures with less favorable or even neutral

images.

12

CHAPTER – III

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY:

Research methodology is a systematic way to solve research problem. It may be

understood as a science of studying how the research is done scientifically. This includes

geographical area covered, period of study, research design, method of data and analysis

of data.

Geographical Area:

The geographical area of the study is with in Chennai City.

Period of study:

The period of the study is 25.05.2010 to 17.07.2010.

Research design:

Descriptive research is used in this study. This research design simply describes the

accurate description of customers who use the products. The descriptive study is typically

concerned with determining the frequency with which something occurs.

Sampling Design:

Population

Population is the set of all objects that possess some common set of

characteristics with respect to a marketing research problem.

In this research, the population is the general public.

Sampling Unit:

Sample unit is any type of element making a sample.

The sample unit in this study is Employees, Students and Housewifes.

13

Sample size:

The total number of sample units selected for the study makes up the

sample size. In this research the sample size is 145 respondents.

Sampling technique: {Convenience sampling }

Convenience sampling refers to the collection of information from

members of the population who are conveniently available to provide it.

Data collection method:

Data collection is an act of collecting relevant and adequate data required

for the research from the sample size.

Generally two methods are used for data collection, they are;

Primary data Secondary data

Primary data:

The primary data are those which are collected for the first time. For the

study, structured questionnaire through direct personal interview method was

used to collect data from fruit drinks consumers.

Secondary data:

The data collected from the industry profile, company profile etc.

Source of data:

The sources of primary data are the Employees, Students and Housewife.

14

STATISTICAL TOOLS FOR ANALYSIS:

Chi-square analysis:

Karl Pearson first used this test in the year 1990. The chi square values describes

the magnitude of discrepancy between theory and observation.

It is defined as (Oi – Ei) 2 = ------------- Ei

Row total * Column total Ei = ---------------------------------- Grand total

Where,

Oi – Refers to the observed frequencies.

Ei _ Refers to the expected frequencies.

15

CHAPTER – IV

ANALYSIS AND INTERPRETATION

TABLE NO.1

GENDER PREFERENCE OF FRUIT DRINKS

SEX/CATEGORIES EMPLOYEE HOUSE WIFE

STUDENTS OTHERS TOTAL

MALE 50 00 23 10 83

FEMALE 26 23 10 3 62

TOTAL 76 23 33 13 145

Source : Primary Data

Inference:

The above table shows that 57.2% of the respondents are male and 42.7% are Female.

Out of this in the employee category,34.5% male prefer MAA fruit drinks and 17.9%

females prefer MAA fruit drinks , 15.9% of house wife prefer MAA fruit drinks ,in

students category 15.9%male and 6.9% female prefer MAA fruit drinks and in other

category 6.9% male and 2.1% female prefer MAA fruit drinks.

16

CHART NO 1 GENDER PREFERENCE OF FRUIT DRINKS

26

23

10

3

0

10

20

30

40

50

60

EMPLOYEE HOUSE WIFE STUDENTS OTHERS

CATEGORIES

NO

OF

RE

SP

ON

DE

NT

S

MALE

FEMALE

17

TABLE NO.2

FREQUENCY OF CONSUMPTION OF FRUIT DRINKS

FREQUENCY NO OF RESPONDENTS PERCENTAGE

DAILY ONCE 20 13.8

2 TO 4 TIMES IS A WEEK 19 13.1

WEEKLY ONCE 60 41.4

MONTHLY ONCE 25 17.2

OCCASIONALLY 15 10.3VERY RARELY 6 4.2

TOTAL 145 100

Source: Primary data

Inference:

It is inferred that out of 145 respondents about 41.4% of the respondents

consume fruit drinks weekly once,17.2% consume monthly once, about 13.8% consume

daily once, about 13.1% consume 2 to 4 times in a week, about 10.3% consume

occasionally and 4.2% consume very rarely.

18

CHART NO 2 FREQUENCY OF CONSUMPTION OF FRUIT DRINKS

20 19

60

25

15

6

0

10

20

30

40

50

60

70

DAILY O

NCE

2 TO 4

TIM

ES IS A

WEEK

WEEKLY

ONCE

MONTHLY

ONCE

OCCASIONALL

Y

VERY RARELY

FREQUENTLY

NO

OF

RE

SP

ON

DE

NT

S

19

TABLE NO.3

PREFERABLE BRAND OF FRUIT DRINKS

BRAND NO OF RESPONDENTS PERCENTAGE

MAA 35 24.1

MAAZA 29 20

SLICE 56 38.6

FRUIT NIK 25 17.3

TOTAL 145 100

Source : Primary data

Inference:

The above table shows the details about different brands of fruit drinks preferred

by consumers. Out of 145 respondents about 38.6% of respondents like Slice, about

24.1% of respondents like MAA, 20% of respondents like Maaza and 17.3% of

respondents like Fruit nik.

20

CHART NO 3 PREFERABLE BRAND OF FRUIT DRINKS

35

29

56

25

0

10

20

30

40

50

60

MAA MAAZA SLICE FRUIT NIK

BRAND

NO

OF

RE

SP

ON

DE

NT

S

21

TABLE NO.4

REASONS FOR PREFERENCE OF A PARTICULAR BRAND

CATEGORY NO OF RESPONDENTS PERCENTAGE

NEAR BY AVAILABILITY 8 5.5

QUALITY 30 20.7

PRICE 14 9.6

FRESHNESS 59 40.7

DIFFERENT FLAVOUR/VARIANTS

20 13.8

BRAND NAME 5 3.5

EFFECTIVE ADVERTICEMENT

4 2.7

TASTE 5 3.5

TOTAL 145 100

Source: Primary data

Inference:

It is inferred that out of 145 respondents about 40.7% prefer fruit drinks for

freshness, about 20.7% prefer fruit drinks for quality, about 13.8% prefer fruit drinks for

different flavor/variants, about 9.6% prefer fruits drinks for price, about 5.5% prefer fruit

drinks for near by availability, about 3.5% prefer fruit drinks for brand name and taste

and 2.7% prefer fruit drinks for effective advertisement.

22

CHART NO 4 REASONS FOR PREFERENCE OF A PARTICULAR BRAND

8

30

14

20

5 4 5

59

0

10

20

30

40

50

60

70

NEAR BY A

VAILABIL

ITY

QUALI

TY

PRICE

FRESHNESS

DIFFERENT F

LAVO

UR/VARIA

NTS

BRAND NAM

E

EFFECTIVE A

DVERTICEM

ENT

TASTE

FACTORS

NO

OF

RE

SP

ON

DE

NT

S

23

TABLE NO.5

CONSUMPTION OCCASION OF FRUIT DRINKS

OCCASION NO OF RESPONDENTS PERCENTAGE

FESTIVAL SEASON 22 15.2

PARTY/GET TOGETHER

23 15.9

MARRIAGE RECEPTION

32 22.1

WITH FAMILY 24 16.5

WITH FRIENDS 36 24.8

NO SPECIFIC REASON

8 5.5

TOTAL 145 100

Source: Primary data

Inference:

From the above table it is inferred that out of 145 respondents, 24.8% of the

respondents take fruit drinks along with friends, 22.1% during marriage reception, 16.5%

consume fruit drinks with family,15.9% take in parties and get together, 15.2% consume

during festival season, about 5.5.% consume fruit drinks for no specific reason.

24

CHART NO 5 CONSUMPTION OCCASION OF FRUIT DRINKS

22 23

32

24

36

8

0

5

10

15

20

25

30

35

40

FESTIVAL

SEASON

PARTY/GET T

OGETHER

MARRIA

GE R

ECEPTION

WIT

H FAM

ILY

WIT

H FRIE

NDS

NO S

PECIFIC

REASO

N

OCCASION

NO

OF

RE

SP

ON

DE

NT

S

25

TABLE NO.6

CONSUMPTION LEVEL OF MAA FRUITS

CONSUMPTION NO OF RESPONDENTS PERCENTAGE

CONSUMER 104 71.7

NON CONSUMER 41 28.3

TOTAL 145 100

Source: Primary data

Inference:

From the above table it is inferred that 71.7% of respondents out of 145 respondents

consumed MAA fruit drinks and 28.3% have not consumed.

26

CHART NO 6 CONSUMPTION LEVEL OF MAA FRUITS

104

41

CONSUMER

NON CONSUMER

27

TABLE NO.7

FLAVOUR PREFERENCE OF FRUIT DRINKS

FLAVOUR NO OF RESPONDENTS PERCENTAGE

MANGO 65 44.8

PINE APPLE 50 34.5

GUAVA 30 20.7TOTAL 145 100

Source: Primary data

Inferences:

The above table shows that out of 145 respondents about 44.8% like mango flavor,

about 34.5% like pine apple flavour followed by guava flavour preferred by 20.7%.

28

CHART NO 7 FLAVOUR PREFERENCE OF FRUIT DRINKS

65

50

30

0

10

20

30

40

50

60

70

MANGO PINE APPLE GUAVA

FLAVOUR

NO

OF

RE

SP

ON

DE

NT

S

29

TABLE NO.8

REASON FOR CONSUMPTION OF MAA FRUIT DRINKS

REASON NO OF RESPONDENTS PERCENTAGE

DIFFERENT FLAVOUR 26 17.9

FRESHNESS 42 29QUALITY 27 18.6QUANTITY 31 21.4

PRICE 14 9.6

BRAND NAME 5 3.5

TOTAL 145 100

Source: Primary data

Inference:

It is inferred that out of 145 respondents about 29% consume fruit drinks for fresh

ness, about 21.4% consume because of quantity, about 18.6% consume because of

quality, about 17.9% consume because of different flavours, about 9.6% consume

because of price and 3.5% consume fruit drinks because of brand name.

30

CHART NO 8 REASON FOR CONSUMPTION OF MAA FRUIT DRINKS

26

42

27

31

14

5

0

5

10

15

20

25

30

35

40

45

DIFFERENT F

LAVOUR

FRESHNESS

QUALITY

QUANTITY

PRICE

BRAND NAM

E

REASON

NO

OF

RE

SP

ON

DE

NT

S

31

TABLE NO.9

EFFECTIVE CHANNEL FOR ADVERTISING MAA FRUIT DRINKS

MEDIA NO OF RESPONDENTS PERCENTAGE

TV 94 64.8

MAGAZINE 36 24.8

NEWS PAPER 15 10.4

TOTAL 145 100

Source: Primary data

Inference:

It is inferred that out of 145 respondents about 64.8% of respondents suggest TV

channels to be more effective for advertisement, about 24.8% suggest magazine, and

about 10.4% suggest news paper.

32

CHART 9 EFFECTIVE CHANNEL FOR ADVERTISING MAA FRUIT DRINKS

94

36

15

TV

MAGAZINE

NEWS PAPER

33

TABLE NO.10

OPINION ON SUFFICIENCY OF PUBLICITY FOR MAA FRUIT DRINKS

OPINION NO OF RESPONDENTS PERCENTAGE

SUFFICIENT 97 66.9

NOT SUFFICIENT 48 33.1

TOTAL 145 100

Source: Primary data

Inference:

Out of 145 respondents, 66.9% feel that MAA fruit drinks have sufficient publicity

and 33.1% feel that present publicity is not sufficient.

34

CHART NO 10 OPINION ON SUFFICIENCY OF PUBLICITY FOR MAA FRUIT DRINKS

97

48

sufficient

notsufficient

35

TABLE NO. 11

SATISFACTION LEVEL FOR VARIOUS FACTORS REARDING MAA FRUIT DRINKS

Highly satisfied Satisfied Moderate Dis satisfied

Quality 33 (22.7%) 89 (61.4%) 20 (13.8%) 3 (2.1%)

Price 9 (6.2%) 50 (34.5%) 81 (55.9%) 5 (3.4%)

Flavor 9 (6.2%) 48 (33.1%) 70 (48.3%) 18 (12.4%)

Brand name 11 (7.6%) 52 (35.9%) 65 (44.8%) 17 (11.7%)

Fresh ness 15 (10.4%) 86 (59.3%) 40 (27.6%) 4 (2.7%)

Taste 13 (9%) 105 (72.4%) 24 (16.5%) 3 (2.1%)

Source: Primary datas

Inference:

From the above table, it can be inferred that 61.4% of the respondents feel that Quality

is satisfactory, 55.9% feel that price is moderate when compared to other Brands, 48.3%

are moderately satisfied with the flavor, 44.8% have an opinion that the brand name is

moderately satisfying, 59.3% are satisfied with the feeling of Freshness after consuming

MAA fruit drinks and 72.4% are satisfied with the taste.

36

CHART NO 11 SATISFACTIOM LEVEL FOR VARIOUS FACTORS READING MAA FRUIT

DRINKS

33

9 911

1513

89

50 4852

86

105

20

81

7065

40

24

3 5

18 17

4 3

0

20

40

60

80

100

120

Quality Price Flavor Brand name Fresh ness Taste

FACTORS

NO

OF

RE

SP

ON

DE

NT

S

HIGHLY SATISFIED

SATISFIED

MODERATE

DIS SATISFIED

37

TABLE NO.12 CONSUMERS ABILITY TO RECOLLECT THE RECENT ADVERTISEMENT OF MAA FRUIT DRINKS

RECOLLECTION OF ADVERTISEMENT

NO OF RESPONDENTS PERCENTAGE

ABLE 113 77.9

UNABLE TO RECOLLECT 32 22.1

TOTAL 145 100

Source: Primary data

Inference:

From the above table, it is inferred that out of 145 respondents, about 77.9% of

Respondents are able to recollect the recent advertisement of MAA fruit drinks, 22.1%

are unable to recollect the recent advertisement.

38

CHART NO 12CONSUMERS ABILITY TO RECOLLECT THE RECENT

ADVERTISEMENT OF MAA FRUIT DRINKS

113

32

ABLE

UNABLE TO RECOLLECT

39

CHI – SQUARE TEST

Association with recent advertisements of MAA fruits drinks and consumption of MAA fruit drinks.

Recent advertisements

Consumed MAA fruit drinks

Yes No Total

Yes 87 22 109

No 26 10 36

Total 113 32 145

Ho : The consumption pattern of MAA fruit drinks are dependent upon its advertisement.

H1 : The consumption pattern of MAA fruit drinks are independent upon its advertisement.

Row Total *column Total Expected frequency = -------------------------------------- No of respondents

Expected frequency table:

Recent advertisement

Consumed MAA fruit drinks

Yes No

Yes 84.9 24

No 28 7.9

40

Chi-square table:

Observed(O)

Expected(E)

(O-E)2 / E

87 84.9 0.05

22 24 0.17

26 28 0.14

10 7.9 0.56

Total 0.92

Calculated value =0.92

Calculation of the table: Level of significance 5% level =0.05

Degrees of freedom = (r-1) (c-1) = (2-1) (2-1) = 1 Table value = 3.841

Table value is greaterthan calculated value so we accept HO (Null hypothesis)

Conclusion:

The consumption pattern of MAA fruit drinks is independent upon its recent

advertisement.

CHAPTER - V41

FINDINGS

1. 71.7% of the respondents have consumed MAA fruit drinks.

2. Majority of the fruit drinks consumers ( 24.8% ) are consuming fruit drinks

with their friends and they don’t have any specific reason. Most of them are

Influenced by friends circle.

3. Most of the consumers ( 41.4% )are seen to consume fruit drinks weekly once.

4. The over all opinion about the cost of fruit drinks was found to be moderate

among the different fruit drinks brand available.

5. The-brand preference for fruit drinks is on the basis of freshness and quality,

this was suggested by ( 40.7% ) of respondents.

6. TV advertisement of MAA fruit drinks is appreciated more by fruit drinks

Consumers ( 64.8% ).

7. Among the different flavors available mango flavor is more preferred by the

Consumers( 44.8% ).

8. Consumers feel that though the quality of MAA products are good but the

advertisement is not very effective and the availability is poor.

9. Among the different brands of fruit drinks slice is found to be preferred by most

of the respondents ( 38.6% ).

10. According to ( 29% )respondents the reason for consumption of Maa fruit

drinks was found out to be freshness.

42

11. 66.9% of the respondents feel that there is sufficient publicity for Maa fruit

drinks.

12. 77.9% of respondents were able to recollect the recent ad of Maa fruit drinks.

13. 61.4% of respondents are satisfied with quality of Maa fruit drinks.

14. 55.9% feel that price of Maa fruit drinks is moderate.

15. 48.3% respondents are moderately satisfied with the flavour.

16. 44.8% respondents are moderately satisfied with the brand name of Maa fruit

drinks.

17. 59.3% respondents are satisfied with the feeling of freshness in Maa fruit

drinks.

18. 72.4% are satisfied with the taste of Maa fruit drinks.

43

SUGGESTIONS:

1. After the global competition in the fruit drinks market in INDIA, the Indian

manufacturer can improve the market share only by giving effective

advertisement.

2. So the company should improve the present advertisement in order to make it

more effective and to increase the sales and market share.

3. The company can sponsor college level competition of sports day, annual day etc

to increase publicity among students.

4. The company should introduce mini packs of MAA fruit drinks.

5. The company should make the product available or display at more no of location

to increase the sales.

44

CONCLUSION:

This study leads to the conclusion that fruit drinks market is an emerging market

having a huge growth potential. Especially after the Coke, Pepsi controversy, people have

a preference shift towards fruit drinks in comparison to aerated soft drinks.

Even in the fruit drinks market particularly, the local brands have been seen to

have an edge over the branded drinks when it comes to semi-urban and rural market. The

local brands have the capacity to penetrate deep in the market and thus score over the

branded ones.

Wide spread availability of the product and promotional efforts to be in the minds

of the consumers are found to be the major factors in successful marketing of the fruit

drinks.

45

A study on consumer perception about MAA fruits in Salem city

Questionnaire:

1. Please tick the category which you belong to

a. Employee { } b. House wife { } c. Students { }

d. Other please, specify ____________

2. Do you consume soft drinks

a. Yes { } b. No { }

If yes ,which category of soft drinks do you like

a. Aerated drinks { } b . Fruit drinks { }

c. Both { }

3. How frequently do you consume fruit drinks

a. Daily once { } b. 2 to 4 times is a week { }

c. Weekly once { } d. Monthly once { }

e. Occasionally { } f. Very rarely { }

4. Which is your favourite brand in fruit drinks

a.MAA { } b. MAAZA { } c. SLICE { }

d. FRUIT NIK { }

e. Others______________________

5. What made you to choose the above brand of fruit drink

a. Near by availability { } b.Quality { } c. Price { }

d. Freshness { } e. Different flavour/variants { }

f. Brand name { } g. Effective advertisement { } h.Taste { }

i. Others___________________________________

46

6. During what occasion you normally consume fruit drinks

a. Festival season { } b. Party/get together { }

c. Marriage reception { } d. With family { }

e. With friends { } f. No specific reason { }

g. Others please specify___________________

7. Have you consumed MAA drinks

a.Yes { } b.No { }

8.What flavour of MAA fruits drinks you taste mostly

a. Mango { } b. Pine apple { }

c. Guava { }

9. What made you to consume MAA fruit drinks

a. Different flavour { } b. Freshness { }

c. Quality { } d. Quantity { }

e. Price { } f. Brand name { }

g. Other please specify______________________

10. What is your opinion on following factors with regard to MAA

Fruit drinksHighly satisfied

satisfied moderate Dis satisfied

Highly dis satisfied

Quality

Price

Flavor

Brand name

Fresh ness

Taste

Others please specify

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11. Can you recollect any of the recent advertisement of MAA fruit drinks

a.Yes { } b. No { }

12. If yes specify the advertisement of MAA fruit drinks

a.Tv { } b.Magazine { } c. News paper { }

d. Others please specify __________________

Specify the media in which you have seen the advertisement

_______________________________________________

13. Which media do you think is most effective with reference to fruit drinks

advertisement

a.Tv { } b. Magazine { } c. News paper { }

d. Others please specify___________________

14. Why do you think the above mentioned media is effective

________________________________________________

15. Do you think there is sufficient publicity for MAA fruit drinks

a. Yes { } b. No { }

16. If there is more publicity would you consume more MAA fruit drinks

a. Yes { } b. No { }

17. Any other suggestion regarding MAA fruit drinks

_____________________________________________ ______________________

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PERSONAL DETAILS

1. Name :

2. Sex :

3. Address :

4. Income :

5. Education :

6. Age :

THANK YOU

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BIBLIOGRAPHY:

Donald Cooper, “Research Methodology methods and techniques”,

second edition, Tools Implementation .pg.no 169

Philip Kotler “Marketing research”, thirthteenth edition, Analyzing

the consumer market page no : 150

Websites Referred

http://en.wikipedia.org/wiki/Perception_Digital (july14,2010) www.cavinkare.com http://www.quickmba.com/marketing/research/ (july16,2010) www.bing.com http://managementhelp.org/mrktng/mk_rsrch/mk_rsrch.htm (july

17,2010)

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