fruit drink market

8/7/2019 fruit drink market

1/30

Comparative study between fruit juice brand withspecial context of tropicana and real brand -Document Transcript

1. SUMMER TRAINING PROJECT REPORT ON Comparative study betweenfruit juice brands in Dehradun city with special context of Tropicana and real fruitjuice brand AT VARUN BEVERAGE LTD PEPSICO DEHRADUN INPARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OFDEGREE OF MASTER OF BUSINESS ADMINISTRATION M.B.A (2009-2011) UNDER THE GUIDANCE OF Internal guide Mr. Krishna gopal Externalguide Mr. Pavan gaur SUBMITTED BY MOHD ASHAD REG N. 10901750SUBMITTED TO LOVELY PROFESSIONAL UNIVERSITY PHAGWARALOVELY PROFESSIOAL UNIVERSITY Page 1lo

2. DECLARATION I Mohd Ashad declaring that all the information given in thisreport is correct and all the data is given by me in this report are true as far as Iknow. I am also declaring that all the work in this report is my real work and I didnot copy it from anywhere. Mohd Ashad MBA 3rd SEM.(LPU) RT1901B43 REGN. 10901750 LOVELY PROFESSIOAL UNIVERSITY Page 2lo

3. COMPANY GUIDE CERTIFICATE This is to certify that the summer projecttitled Comparative study between fruit juice brand in dehradun city with specialcontext of Tropicana and Real fruit juice brand at Varun beverage Ltd.. PepsiCois an original work of Mr. Mohd Ashad, student of Lovely Institute of management, Phagwara and is being submitted for partial fulfillment of the awardof the Master of Business Administration (MBA) degree of Lovely ProfessionalUniversity, Phagwara. The final compilation of the report was also done under myguidance and it has not been submitted earlier to anywhere else. Place: DehradunMohd Ashad Date: Regd. No. 10901750 MBA Pavan Gaur (ME), PepsiCoName & Signature of the guide LOVELY PROFESSIOAL UNIVERSITY Page3lo

4. CERTIFICATE OF THE INSTITUTE GUIDE This is to certify that the projecttitled Comparative study between fruit juice brand in dehradun city with specialcontext of Tropicana and Real fruit juice brand is an original work of Mr. MohdAshad bearing University Registration Number 10901750 a student of LovelyInstitute of management, Phagwara and is being submitted in partial fulfillment of the requirements for the award of the degree of Master of BusinessAdministration of Lovely Professional University, Phagwara. The summer projectreport has not been submitted earlier to this University or to any other University /

Institution for the fulfillment of the requirement of a course of study. . Date: Mr.Krishna Gopal Name and signature of the guide LOVELY PROFESSIOALUNIVERSITY Page 4lo

5. ACKNOWLEDGEMENT It is great pleasure for me to express my hearty andsincere gratitude to my faculty guide, Mr. Krishna go pal (faculty of lovelyprofessional university Punjab) under whose genuine and inspiring guidance thepresent piece of investigation could get its present shape within such a limitedrange of time. I am highly thankful to Mr. BP Chauhan (territory development


2/30

manager), Mr. Pavan gaur (marketing executive), Mr. Vishal khosla (customer executive) who guide me in the survey the area and to management of PepsiCofor permitting me to carry out the present research work. Special thanks are alsodue to all the employees, customers, retailers and distributors related to PepsiCocompany for their precious co-operation provided to the investigator during the

period of data collection. Place: Dehradun Mohd Ashad LOVELYPROFESSIOAL UNIVERSITY Page 5lo6. EXECUTIVE SUMMARY Comparative study between fruit juice brand in

Dehradun city with special context of Tropicana and Real fruit juice brand. AtVarun beverage limited, PEPSICO in Dehradun city (1) To study the brandawareness toward the Tropicana and Real fruit juice brand. (2) To study theparameters which mostly affect while purchasing the Tropicana and Real Fruitjuice brand. (3) To study the satisfaction level toward the Real and Tropicana fruitjuice brand. (4) To compare the Tropicana and Real fruit juice brand. This studyhelp to find out the strength, weakness ,opportunity, and threats of real andTropicana with the help of retailer and consumer . We find out the weakness of

Tropicana fruit juice brand and the opportunity to increase the sale of Tropicanain dehradun city. This study is very important for PepsiCo in Dehradun city toincrease the Tropicana sale by overcoming from the threats of PepsiCo. Thisstudy is completed in Dehradun city and I contacted the retailer and consumer,and found out the problem in Tropicana sale. I have selected 100 respondentsfrom consumer group and 100 respondents from retailer group of different area of Dehradun city.I have used SPSS for data analysis and interpretation and findmany strength, weakness, opportunity and threats of Tropicana and I gave manysuggestion to increase Tropicana sale. On 14th of June I started my project under the guidance of Mr. BP Chauhan(TDM) /Mr.Pavan Gaur (M.E.) Dehradun. I havebeen allocated the area for survey in Dehradun and collect the data. LOVELYPROFESSIOAL UNIVERSITY Page 6lo

7. Chapter 1 CONTENT Chapter 3 Review of Chapter 2 Objective of the study Introduction Chapter 5 Data analysis Chapter 4 Research methodology literature Chapter 7 Chapter 6 Findings Suggestion and interpretationReference Annexure LOVELY PROFESSIOAL UNIVERSITY Page 7lo

8. INTRODUCTION Fruit juice Juice is the liquid that is naturally contained in fruitor vegetable tissue. Juice is prepared by mechanically squeezing or maceratingfresh fruits or vegetables flesh without the application of heat or solvents. For example, orange juice is the liquid extract of the fruit of the orange tree. Juicemay be prepared in the home from fresh fruits and vegetables using a variety of hand or electric juicers. Many commercial juices are filtered to remove fiber or

pulp, but high-pulp fresh orange juice is a popular beverage. Juice may bemarketed in concentrate form, sometimes frozen, requiring the user to add water to reconstitute the liquid back to its "original state". However, concentratesgenerally have a noticeably different taste from that of their "fresh- squeezed"counterparts. Other juices are reconstituted before packaging for retail sale.Common methods for preservation and processing of fruit juices include canning,pasteurization, freezing, evaporation and spray drying . Labeling Most nationsdefine a standard purity for a beverage to be considered a "fruit juice." This name


3/30

is commonly reserved for beverages that are 100% pure fruit juice. In the UnitedKingdom the name of a fruit or fruits followed by juice can only legally be usedto describe a product which is 100% fruit juice, as required by the Fruit Juices andFruit Nectars (England) Regulations and the Fruit Juices & Fruit Nectars(Scotland) Regulations 2003. However a juice made by reconstituting concentrate

can be called juice. A product described as the "nectar" of a fruit must contain aminimum of juice between 25% and 50% for different fruits. A juice or nectar including concentrate must state that it does. The term "juice drink" is not definedin the Regulations and can be used to describe any drink which includes juice,however little. Comparable rules apply in all EU member states in their respectivelanguages. In the USA fruit juice can only legally be used to describe a productwhich is 100% fruit juice. A blend of fruit juice(s) with other ingredients, such ashigh-fructose corn syrup, is called a juice cocktail or juice drink. According to theFood and Drug Administration (FDA), the term "nectar" is generally accepted inthe U.S. and in international trade for a diluted juice to denote a beverage thatcontains fruit juice or puree, water, and which may contain artificial sweeteners.

In New Zealand and Australia particularly (and others) juice denotes a sweetenedfruit extract, whereas nectar denotes a pure fruit or vegetable extract. Fruit juicelabels may be misleading, with juice companies actively hiding the actual content."No added sugar" is commonly printed on labels, but the products may containlarge amounts of naturally occurring sugars; however, sugar content is listed withother carbohydrates on labels in many countries. Some carbonated LOVELYPROFESSIOAL UNIVERSITY Page 8lo

9. beverages, not described as fruit juice, contain fruit juice (such as Mountain Dew,which contains orange juice. Health effects Juices are often consumed for their perceived health benefits. For example, orange juice is rich in vitamin C, folicacid, potassium, is an excellent source of bio available antioxidantphytochemicals and significantly improves blood lipid profiles in people affectedwith hypercholesterolemia .Prune juice is associated with a digestive healthbenefit. Cranberry juice has long been known to help prevent or even treat bladder infections, and it is now known that a substance in cranberries prevents bacteriafrom binding to the bladder. The high sugar content of fruit juices is often notrealizedmany fruit juices have a higher sugar (fructose) content than sweetenedsoft drinks; e.g., typical grape juice has 50% more sugar than Coca Cola. Fruitjuice consumption overall in Europe, Australia, New Zealand and the USA hasincreased in recent years, probably due to public perception of juices as a healthynatural source of nutrients and increased public interest in health issues. Indeed,fruit juice intake has been consistently associated with reduced risk of manycancer types, might be protective against stroke and delay the onset of Alzheimersdisease. The perception of fruit juice as equal in health benefit to fresh fruit hasbeen questioned, mainly because it lacks fiber and has often been highlyprocessed. High-fructose corn syrup, an ingredient of many juice cocktails, hasbeen linked to the increased incidence of type II diabetes. High consumption of juice is also linked to weight gain, but fruit juice consumption in moderateamounts can help children and adults meet daily recommendations for fruitconsumption, nutrient intake and calories. Introduction of fruit Juice Company in


4/30

India India is a market of diversity diverse with regards to incomes, price pointsof products, culture and preferences and a marketer has to get use to these diversecharacteristics of the market. Drinking juice is not a part of our culture. We drink water with our meals but in the West one starts the day with breakfast and a glassof juice. Juice is to a great extent considered as a luxury not a necessity in our

society, surely but slowly things are changing mainly in the urban and semi urbanareas, where the population is getting more and more health conscious and arerealizing the important nutrient values of fruit and are making them a part of their daily diet. The companies in this Rs. 100 crore industry will have to organizevarious promotional activities from time to time mainly to increase sampling andto educate the consumers about packaged fruit juice that it is as pure andnutritious as fresh juice which is perceived as fresh as it is extracted in their presence i.e. actual or assumed .There are two main brands in this segment of non- carbonated drink markets; they are Real from Dabur and Tropicana fromPepsiCo. These two players command around 80% market share in the organizedsector. We can observe this industry growing and new players entering the

market. In recent times we have seen the entries of some international brands, likeBerri [Australia], Ballantyne [Australia], and Tipco [Thailand], with the intentionto strengthen their hold in India and to grow with the market India is the secondlargest for foods and vegetables in the world. The total production of food andvegetables is estimated to be around 148.5 million tones, out of which fruitaccount for only 48.5 million tones and the rest 100 million tones is accounted for by vegetables. However, the LOVELY PROFESSIOAL UNIVERSITY Page 9lo

10. fruit juice market has not been fully tapped because of poor infrastructure, poor storage facility, and highly unorganized market, chiefly constituted by road sidevendors. Consumer still prefers to buy juice from road side vendors even if juicesare unhygienic. The major growth drivers in fruit juice market are, increase inhealth consciousness among consumers, increase in disposable incomes, and moresophisticated cocktail culture. Major Player and their brands: Pepsi with itsbrand Tropicana. Dabur foods with its brand Real. Coca Cola India with itsbrand Maaza. Leading Manufacturers of Fruit Beverages in India: CompanyBrand Flavours 1. Parle Agro Frooti 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 ReOrange, Apple Xs Orange, Apple 5. Coca Cola Maaza Mango 6. BBI. II Tree TopMango 7. Voltas Volfruit Mango 8. Hindustan Grapy Red Grapes, Litchi, etc. 9.HP Agri HPMC Apple Marketing LOVELY PROFESSIOAL UNIVERSITYPage 10lo

11. 10. North East AgroMkt. Ltd. NERAMAC Pineapple 11. Kerala Milk Mkt.Milma Mango, Pineapple 12. Salstar Foods Regold Mango, Apple Mixed 13.Mohan Meakins Gold Coin Apple Juice 14. Modern Foods Rasika Mango, Guava15. Eastern Fruit Efil Mango, Litchi 16. NAFEED Nafed Apple, Mango,Processed Guava, Pineapple, orange 17. Vadilal IndustriesLtd. Vadilal Mango,Pineapple, Orange 18. Himgiri Foods Himgiri Mango, Pineapple, Orange 19.


5/30

Lakhanpal Foods VAFA Mango, Pineapple, Orange 20. WIMCO Ltd. SunsipTropical Fruits Kioces 21. Tims Products TIMS Mango, Pineapple, Orange,Guava 22. BEC foods ROLZ Mango, Mixed Fruit Juices 23. TheMaharashtraInds. NOGA Pineapple Agro DevelopmentCorp. Ltd. . The abovementioned list consists of the brands noticeable in metros and as such there are a

large number of small canning units scattered all over the country catering toniche markets. Industry analysis: The Rs 100 crore packaged fruit juice market isestimated to be growing at 20% to 25% annually, with Tropicana and Realholding 40% market share each. The market can be categorized in terms of product content and there are three major product contents available. Drinks:Juice with pulp content less than 40%, Nectars: Juice with pulp content between40 - 80%, Juices: Juice with pulp content more than 80%, The canned juicemarket initially covered brands like NAFED, Noga, Midland, Gold Coin andDruk. These were fruit juices and nectars and not drinks. But they did not make amark in the LOVELY PROFESSIOAL UNIVERSITY Page 11lo

12. market due to reasons such as high price, unattractive packaging and lack of right

promotion programme. Parle Agros Frooti, a mango drink, was introduced in thetetra pack in 1985 and since then has been a leader in its segment. The market hassuddenly picked up since 1994-95 and a few players have emerged as marketleaders Market segmentation There has been no general acceptance of the productforms in the fruit beverage market. The consumer is basically concerned if it is afruit juice or synthetically constituted product. Product segmentation, therefore,should be clearly delimited. Under the fruit drinks the first segmentation isbetween real fruit drinks and synthetic drinks. The The real fruit drinks arebased on natural fruit pulp or juice. synthetic drinks are synthetic products withfruit or other flavors. Broad taste preferences could be another way to define themarket. The market is at present also segmented on the basis of fruit pulp content.

For the purpose of segmentation, on the basis of fruit pulp content. For thepurpose of segmentation, on the basis of fruit pulp content, Fruit juice with pulpcontent more than market can be segmented as: 80%. Br ands falling in thiscategory are Onjus, Real, Tropicana, etc. Fruit Nectar with pulp content between40% to *0%. Life and Xs come in Fruit Drinks with pulp content less than 40%.Frooti this category. and Jumpin are the popular brands in this category.Segmentation could One also be on the basis of the benefits provided to theconsumer: benefit could be the nutrition content it gives to the consumer so oneSecond benefit is market could be the health-conscious segment. thirstquenching, 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 asa 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 andaccordingly plan their distribution and promotion patterns. Target Markets: Thewomen of the house Children The teenagers In-home consumption Out of home consumption The women of the house and children are an importantinfluencing factor in todays scenario. As the KiwiJoos contains lots of health


6/30

benefits, the women who care for her family wants her family to be healthy and soare they are targeted. The children are attracted to the beautiful ads and demandfor the products as they want to experiment things just for the sake of it or for their self satisfaction. The teens are the most who like to try out new and differentproducts. Todays teens are the most health conscious and put in lots of efforts to

be healthy. So even they are an important target audience. In- home consumption:LOVELY PROFESSIOAL UNIVERSITY Page 12lo13. This group of people buys fruit juices for home consumption and in many case

treated as grocery item and is on the shopping list and forms an important part of their diet. For an average Indian population juice consumption is seen as a luxuryand is a very urban phenomena as people in the urban are getting more and morehealth conscious and relating and accepting juices as a healthy social drink. Thesepeople are typically sophisticated and are exposed to the idea of healthy livingand are concerned of the well being of their families. Usually the lady of thehouse takes the buying decision but she is influenced by her offsprings manytimes to the extent of brands and flavours. One of the strong characteristics

features which is common throughout our target audience is that it is consideredthat juice is fresh only when it is extracted on the spot for consumption purposeand it is considered to be better than the packaged ones available in the market.This mind set will have to be changed and the customers will have to beconvinced that KiwiJoos is fresh, has all the nourishments intact and is availablewithout the hassle of extraction for consumption. Out of home consumption: Thisconsumption pattern is usually observed in people who feel the need to quenchtheir thirst, get refreshed or both. These types of people are important of KiwiJoos as they are the people who will try the product in small quantity and give usan in road in the home for in home consumption, which is our focus area. If thissegment is satisfied then they will start personal use of KiwiJoos and they willalso act as a source of mouth - to - mouth publicity, which is considered to be oneof the best in its kind. This segment is challenging one as there is a dual pattern of consumption which mainly exists here i.e. firstly an individual decides if he/shewould like to have a fruit juice or a substitute like carbonated soft drinks, water,flavoured milk, etc. then if he/she chooses fruit juice, they have to chose from theavailable alternatives then he makes a choice among the available brands withrespect to the perceived value and its cost. Such type of consumption is usuallyseen; On roads i.e. in front of the general stores, railway stations, bus stands,airports etc. Entertainment zones like amusement parks, cinemas, parks, theaters,etc. Eating-places like restaurants, college canteens, hotels, etc. Working placeslike offices, aerobics classes, gymnasiums, places of worship etc. The key toserving this segment would be to be available and visible at points of purchaseand including the person to buy, with effectively communicating to them thatKiwiJoos is a healthy alternative to satisfy the thirst ensuring taste, fun and goodhealth. It is positive that fruit juices are being perceived as anytime beverage.Generation now is as much inclined to sipping fruit juices as colas, with teenagersdriving the maximum trials. Substitute Fruit juice companies have to face a twolevel competition i.e. on the first level with the substitutes and the then the playerswithin the industry. The sip war is comprised of the following players with


7/30

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 Noncarbonatedcategory. Flavoured Milk (energy, N-Joy etc.) Just like fruit drinks Flavouredmilk is also positioned on the health platform. Companies are trying to project it

as a fun drink with added flavours and innovative packaging. LOVELYPROFESSIOAL UNIVERSITY Page 13lo14. 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. Thesedrinks are also considered important from the health perspective. MainCompetitors :A host of brands are jostling for thirst space. Not just colas butbeverage sand fruit juices of all hues are adorning shop shelves. From bottlediced-tea to branded chhaas, fruit-based drinks and flavoured milk, beveragemakers have gone berserk with product innovation as new variants continue to

flood the market. Fruit drinks are high on the swig list in summers as it is part of the health fad sweeping the nation. Health conscious consumers are increasinglygiving aerated drinks the go by and making a beeline for fruit-based concoctions.Moreover, sporadic controversies about pesticide-infested cola drinks are said tobe driving consumers towards fruit-based drinks as a safer alternative. That iswhy even existing players are going all out to pour out new flavours. DABUR Dabur derived from Daktar Burman is Indias largest Ayurvedic medicinemanufacturer. Daburs Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronicparalysis. History The story of Dabur goes back to 1884, to a young doctor armedwith a degree in medicine and a burning desire to serve mankind. This youngman, Dr. S.K. Burman, laid the foundations of what is today known as Dabur India Limited. The brand name Dabur is derived from the words Da for Daktaror Doctor and bur from Burman. From those humble beginnings, the companyhas grown into Indias leading manufacturer of consumer healthcare, personal careand food products. Over its 125 years of existence, the Dabur brand has stood for goodness through a natural lifestyle. An umbrella name for a variety of products,ranging from hair care to honey, Dabur has consistently ranked among Indias topbrands. Its brands are built on the foundation of trust that a Dabur offering willnever cause anyone slightest of harm. The trust levels that this brand enjoys arephenomenally high. Pharmacy Company Dabur India Limited is the fourth largestFMCG Company in India and Dabur had a turnover of approximately US$ 750Million (Rs. 3390.9 Crore FY 09-10) & Market Capitalisation of over LOVELYPROFESSIOAL UNIVERSITY Page 14lo

15. US$ 3.5 Billion (Rs 15500 Crore), with brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. The company has kept an eye on newgenerations of customers with a range of products that cater to a modern lifestyle,while managing not to alienate earlier generations of loyal customers.Dabur is aninvestor friendly brand as its financial performance shows. The companys growthrate rose from 10% to 40%. The expected growth rate for two years was two-


8/30

fold. There is an abundance of information for its investors and prospectiveinformation including a daily update on the share price (something that very fewIndian brands do). Theres a great sense of responsibility for investors funds onview. This is a direct extension of Daburs philosophy of taking care of itsconstituents and it adds to the sense of trust for the brand overall.The company,

through Dabur Pharma Ltd. does toxicology tests and markets ayurvedicmedicines in a scientific manner. They have researched new medicines which willfind use in O.T. all over the country therein opening a new market.Dabur Foods, asubsidiary of Dabur India is expecting to grow at 25%. Its brands of juices,namely, Real and Active, together make it the market leader in the Fruit JuiceCategory 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 whollyowned subsidiary of Dabur India ltd ahs two brands of juice in the market, theyare; Real Real Active For its Real brand, Dabur is focusing on increasing inhome 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. The Real Active brand istargeted towards fitness- crazy young consumers. The drink is positioned on thehealth plank. It was launched towards the end of 2002. At the same time, thecompany plans to position Real Active as its premium juice brand, while Realwould be targeted at consumers belonging to socio economic categories B and Calso. It contains only fruit concentrate and water. It is priced at Rs. 68 and 70. It isavailable in the Flavours of; Apple and orange. The company was eyeing aturnover of Rs. 60 crore in the year 2001 -02, which is an increase of nearly 50%.According to the company it ahs seen a growth of 44% in the financial year 2001-02 as compared to 34% in 2000- 01. The company plans to increase theadvertising spends for the brand by nearly 40%. Today the advertising andmarketing budget for the brand by nearly Rs 8 Crore. The companys thrust is onincreasing in-home consumption therefore they are mainly targeting the mothersand children. However, the company has restricted its activities in the urban areasonly and wishes to fully consolidate markets in the cities before looking at thesmall towns and rural areas Dabur Foods claims to be the market leader in thepure juice category such as Punjab, Delhi, Haryana, etc. LOVELYPROFESSIOAL UNIVERSITY Page 15lo

16. PEPSICO PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, Americanmultinational corporation headquartered in Purchase, New York, with interests inmanufacturing and marketing a wide variety of carbonated and non-carbonatedbeverages, as well as salty, sweet and cereal-based snacks, and other foods.Besides the Pepsi brands, the company owns the brands Quaker Oats, Gatorade,Frito-Lay, SoBe, Naked, Tropicana, Copella, Mountain Dew, Mirinda and 7 Up(outside the USA).Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006. During her time, healthier snacks have been marketed andthe company is striving for a net-zero impact on the environment.[3] This focuson healthier foods and lifestyles is part of Nooyis "Performance With Purpose"


9/30

philosophy.Today, beverage distribution and bottling is undertaken primarily byassociated companies such as The Pepsi Bottling Group (NYSE: PBG) and PepsiAmericas (NYSE: PAS). PepsiCo is a SIC 2080 (beverage) company. HistoryHeadquartered in Purchase, New York, with Research and DevelopmentHeadquarters in Valhalla, The Pepsi Cola Company began in 1898 by a NC

Pharmacist and Industrialist Caleb Bradham, but it only became known asPepsiCo when it merged with Frito Lay in 1965. Until 1997, it also owned KFC,Pizza Hut, and Taco Bell, but these fast-food restaurants were spun off intoTricon Global Restaurants, now Yum! Brands, Inc. PepsiCo purchased Tropicanain 1998, and Quaker Oats in 2001. In December 2005, PepsiCo surpassed Coca-Cola Company in market value for the first time in 112 years since bothcompanies began to compete. PepsiCo in India PepsiCo gained entry to India in1988 by creating a joint venture with the Punjab government- owned Punjab AgroIndustrial Corporation (PAIC) and Voltas India Limited. This joint venturemarketed and sold Lehar Pepsi until 1991, when the use of foreign brands wasallowed; PepsiCo bought out its partners and ended the joint venture in 1994.

Others claim that firstly Pepsi was LOVELY PROFESSIOAL UNIVERSITYPage 16lo17. banned from import in India, in 1970, for having refused to release the list of its

ingredients and in 1993, the ban was lifted, with Pepsi arriving on the marketshortly afterwards. These controversies are a reminder of "Indias sometimesacrimonious relationship with huge multinational companies." Indeed, some arguethat PepsiCo and The Coca-Cola Company have "been major targets in partbecause they are well-known foreign companies that draw plenty of attention." In2003, the Centre for Science and Environment (CSE), a non-governmentalorganization in New Delhi, said aerated waters produced by soft drinksmanufacturers in India, including multinational giants PepsiCo and The Coca-Cola Company, contained toxins, including lindane, DDT, malathion andchlorpyrifos pesticides that can contribute to cancer, a breakdown of theimmune system and cause birth defects. Tested products included Coke, Pepsi, 7Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsis soft drink products had 36 times the level of pesticide residuespermitted under European Union regulations; Coca Colas 30 times. CSE said ithad tested the same products in the US and found no such residues. However, thiswas the European standard for water, not for other drinks. No law bans thepresence of pesticides in drinks in India.The Coca-Cola Company and PepsiCoangrily denied allegations that their products manufactured in India containedtoxin levels far above the norms permitted in the developed world. But an Indianparliamentary committee, in 2004, backed up CSEs findings and a government-appointed committee, is now trying to develop the worlds first pesticidesstandards for soft drinks. Coke and PepsiCo opposed the move, arguing that labtests arent reliable enough to detect minute traces of pesticides in complexdrinks.As of 2005, The Coca-Cola Company and PepsiCo together hold 95%market share of soft-drink sales in India. PepsiCo has also been accused by thePuthussery panchayat in the Palakkad district in Kerala, India, of practicing"water piracy" due to its role in exploitation of ground water resources resulting


10/30

in scarcity of drinking water for the panchayats residents, who have beenpressuring the government to close down the PepsiCo unit in the village. In 2006,the CSE again found that soda drinks, including both Pepsi and Coca-Cola, hadhigh levels of pesticides in their drinks. Both PepsiCo and The Coca-ColaCompany maintain that their drinks are safe for consumption and have published

newspaper advertisements that say pesticide levels in their products are less thanthose in other foods such as tea, fruit and dairy products. In the Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, wasbanned by the state government in 2006, but this was reversed by the Kerala HighCourt merely a month later. Five other Indian states have announced partial banson the drinks in schools, colleges and hospitals. The Pepsi operations in India arenow the part of the new Asian division of PepsiCo Beverages Internationalformed by the merger of Pepsi Cola International, Tropicana and Gatorade, thesports beverage company acquired from Quaker Oates. Earlier, India was one of the eight business division of the beverage company that used to report toPepsiCo International in New York directly. Now it reports to PepsiCo Beverage

International Asia in Hong Kong. PepsiCo Beverage International is a division of PepsiCo Inc. This move has been prompted by the need to give greater regionalfocus to new products like Tropicana and Gatorade so that they become a keyelement of the overall portfolio of the US beverage major. PepsiCo Inc. is one of the worlds largest food and beverage companies. The companys principlebusinesses include: Frito Lay snacks Pepsi-Cola beverages LOVELYPROFESSIOAL UNIVERSITY Page 17lo

18. Gatorade sports drinks Tropicana juices Quaker Foods Pepsi India is alreadyworking on a strategy to launch a bevy of Gatorade products in the country by theend of this year. These are as follows: Gatorade Thirst Quencher GatoradeNutrition Shake Gatorade Energy Drink Propel Fitness Water GatoradeEnergy Bar It is also planning to give a major thrust to the juice business throughthe launch of a host of new products under the Tropicana brand name i.e. on thehealth and energy platform. PepsiCo has so far invested around Rs. 100 Crore innready to drink juice segment where the company has two brands Tropicana &Slice. It has 14 plants in India producing fruit juices & 2 of them work on tetrapack. Tropicana: Tropicana entered the country in 1998. Tropicana is currentlyimported in a concentrated form, which is later reconstructed at a plant inBaramati, near Pune and vacuum packed into tetra packs after paying an importduty. It covers around 18 cities of India. The factor of its success is that it has atightly controlled distribution system on top of an equally controlled productionand this in turn helps it keep its taste constant and the company boasts of it too.Tropicana Beverage Co. recently announced the companys inclination towardsbringing in an entire series of juices and other health drinks from its internationalportfolio into India in the coming years. The Tropicana brand, per se, has beenpositioned 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 renewedthrust in the coming days. A price revision of the brands is also on the anvil. Since2001, Tropicana roped in celebrities in the field of nutrition and health to sell itsbrands. Under which they got renowned people in the field of health to


11/30

recommend their clients to use their brand. The list of names included the likes of Anjali Mukherji, Sabina Sehgal Saikia and Vandana Luthra, who promote thebrand, positioned as a health drink, to their upwardly mobile clientele. Evencelebrity doctors and pharmacists wereincluded in its list of marketers. Tropicanais also sold through various health clubs like Talwalkars, Personal Point, etc. in

Mumbai and Delhi. In the past as a part of its promotional activities, the companyhad conducted a Tropicana Health Run in the capital, slated for World HealthDay, which was on April 7, 2001. Tropicana also runs a programme called TheTropicana Club under which every time one buys a pack of Tropicana heearnspoints which he can collect and exchange for a wide range of gifts and also, as amember he gets unique offers, exciting gifts and interesting information onkeeping fit and looking good. The company is seen to intensify its distributionnetwork, with a greater thrust on large institutions. Apart from retail andconsumer level promotions, Tropicana is being promoted through healthbulletins and health leaflets. The company intends to continue with itsunconventional retailthrust. Apart from the 20,000 to 25,000 outlets across 18

citiesthat Tropicana has a presence in, the brand is being placed acrossgymnasiums, fitness centers in 5- star hotels, coffee shops, airlines, hospitals,offices and health stores. These points of consumption are not consequential inproviding high volumes, but important from the imagery point of view. Typically,non-retail stores have been contributing 12 15 % of the brands LOVELYPROFESSIOAL UNIVERSITY Page 18lo

19. sales. Tropicana evokes a high brand loyalty among health conscious middleand upper-middle class segments. The company is seeking to project itself on thehealth platform and has an ad spend of around 20% of its sales. The brandsexisting tagline of Taste of Good Health has now got an extension statement of Dont forget the juice, Tropicana 100% pure fruit juice is packaged in a 200ml slim pack [which replaces its 250 ml pack] and 1-liter in a flat pack tetra pack.The company is seen to run promotions in coordination with its other offering likea scheme where 16 gm pack of Lays Magic Masala that comes free with a 200 mlpack of Tropicana. Worldwide, Tropicana has a host of juice brands under its belt.Brands like Twister, Dole, Looza, Fruvita and Juice Bowl, which could find their way into the Indian market in the coming years. It has decided to make changes inthe composition of its juices to suit the Indian taste buds. Forinstance, realizingthat Indians like a sweet flavour, it decided to launch a separate sweet orangejuice product specifically for the Indian market. Since it could not dilute its juicecontent, it decided to substitute part of it with grape juice to make it sweeter. Evenits launched tomato and mixed fruit juices have been altered to suit the Indianpalate. Currently, in terms of market share, Tropicana is believed to trail behindrival Real (Dabur) but is not far behind and also has close to 40% market share of the estimated Rs 100 crore branded juice market. Pepsi sets the pace for backwardintegration of Tropicana, as a first step towards backward integration for its purejuice business Tropicana is foraying into contact farming of citrus fruits likeoranges and Keanu. Punjab- Jallowal has been chosen as the location for theproject. The 3phase project involving trials, nursery and contract farming, is beingpursued jointly by Pepsi and the Punjab Agro Export Corporation. Through in its


12/30

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 becomingthesupply center to other regions .A present Tropicana has the following flavours:Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, Mixed Fruit. Slice:PepsiCo in 2002 poised to make deep inroads into juice drink segment in India

with seven new variants of its Slice brand. For the first time in companyshistory, a Litchi variant of Slice was introduced. Apart from that, a guava andOrange flavours was also being offered. Apart from 200 ml slim line cartonspriced at Rs 10 each, Slice juice drinks is subsequently made available in 250 mlreturnable glass bottles as well. The company invested significantly to bolster theSlice brand in the year 2002 and plans to invest heavily through the year whileSlice is now available in litchi, orange, mango and Guava flavours, they areexpected to be soon joined by Slice Cocktails. PepsiCo is sourcing litchis fromMuzaffarpur, guavas from Karnataka and Allahabad, and mangoes fromRatnagiri. Comparative analysis of the marketing mix of Dabur Real and PepsiTropicana Can Dabur Real Foods put more juice in the juice market? The

company which has turned fruit juices into a Rs 60-crore business has beenturning on the taps in recent months and it hasnt been afraid to innovate. Itsheading off in untested directions by launching a new range called Coolers whichincludes traditional recipes like Aam Ka Panna (a green mango drink). It has alsolaunched a pomegranate juice and a water melon drink. A jamun variant will soonfollow. Or, look at Pepsi Foods that has recently launched Tropics, a new range of what are called LOVELY PROFESSIOAL UNIVERSITY Page 19lo

20. nectars in the fruit juice business. Pepsi has started out with a relativelyunadventurous mango flavour but it will soon be putting guava and litchi on theshelves. If thats not enough, Pepsi Foods is also aiming at customers with moreexotic tastes with an orange-apple combination and a tropical fruit fusion drink (amix of mango, guava, pineapple, orange and apple juices). Dabur and Pepsi Foodsarent the only companies that are moving into overdrive in the juice business. AsIndians take bigger swigs than ever before of packaged juices a slew of companies are hoping to grab a share of the action. The result is that players likeDabur Foods, Pepsi Foods, Godrej Industries Foods Division, Mother Dairy andeven the small Ladakh Foods are betting big money on this market by flooding itwith new fruit beverages. Its a huge market with its potential still to betapped, says Sanjay Sharma, head of marketing at Dabur Foods. The results are on show to anyone who steps into a neighbourhood supermarket. There are nowracks filled with fruit juices, nectars and drinks (the difference lies in the pulpcontent juices are 100 per cent while drinks are below 20 per cent and nectarsfall in between). The swift growth in the market is attracting newcomers likeMother Dairy which recently launched the Safal brand of juices. Safal is currentlyavailable in orange, mixed fruit, grape and an orange-apple combination. LadakhFoods, makers of the Leh Berry seabuckthorn berry drink, has now also launchedan apple-peach combination juice and a mixed fruit variant. Even GodrejIndustries Foods Division has introduced fruit juices under the Xs brand (whichearlier only consisted of nectars) and a soya milk fruit juice based drink calledSofit this year. Parle Agro of Frooti and N-joi fame too is rumoured to be


13/30

on the verge of new launches. To add to the buzz, players are now looking atdifferent pack sizes and price points. New entrants are also expected to join thefray in the Rs 500-crore organised fruit beverage market (nectars, drinks andjuices combined). One newcomer is likely to be Ahmedabad-based PiomaIndustries makers of the Rasna brand of soft drink concentrates, which test

marketed a diluted mango juice in Andhra Pradesh, but dropped the launch planafter a lacklustre response. Industry experts predict that the company may tryagain either this year or the next. Whats making all these players gung-ho aboutfruit beverages? For one, the fruit drink market (juice accounts for 30 per cent,nectar is 10 per cent and fruit drinks are 60 per cent of the market today) hasgrown at a 20 per cent to 25 per cent rate. Obviously, some segments are doingbetter than others. Fruit-based milk drinks (market size Rs 20 crore to Rs 25crore) like N-joi are currently stagnating. But fruit-based soya milk, another emerging segment reckoned to be worth about Rs 15 crore to Rs 20 crore isexpected to grow rapidly. Godrej, which recently launched the Sofit brand, isexperimenting with this market for the second time. Ten years back, its soya milk

brand Great Shakes failed miserably because of its taste. LOVELYPROFESSIOAL UNIVERSITY Page 20lo21. But its not just the health fad that has led to the growth spurt. Cola sales fell

dramatically after the pesticide controversy and this seems to have benefited thefruit beverage industry. POSITIONING OF THE FRUIT JUICE AS A HEALTHPRODUCT Soft carbonated drinks (colas) grew 17 per cent in 2002 but fell 15per cent in 2003. Says Alaka Bhosle, marketing consultant with ad agency PerceptH, Its one of the key factors that has led to the kind of growth that we haveseen in the last year. But this growth will continue since consumers are nowhooked on. What also made the market work is the fact that tetrapaks offered a solution to provide fruit juice practically fresh and preservative free, says M P Pusalkar, executive director & president, Godrej Industries, Foods Division. Theproliferation of supermarkets and malls in metros and mini-metros (key marketsfor this category), added to the growth story as well. And then there is the incomefactor. The other factors that have helped are the different pack sizes that playersstarted offering in the last year. Tropicana launched a 500 ml pack at Rs 25compared to a one litre pack for Rs 76. Says Subroto Chattopadhyay, executivedirector, Pepsi Foods, These new price points and packs are aimed at gettingmore consumers to try the new product, and in turn increase the consumer base. All of this has resulted in increased in-home consumption of juices which hasgone up from 30 per cent three years back to almost 80 per cent today. SaysDaburs Sharma, Consumers perceive this as the next best thing to having afresh fruit. Convenience is no longer the selling point, the naturalness is. Everyone now has big plans for the future. Dabur, which currently has a 55 per cent market share, wants to launch more Indian fruits and even fruit and vegetablejuice combinations in the near future. It is also trying to bring down prices. So, ithas launched Coolers 15 per cent cheaper than Real because it has a lower pulpcontent. And by setting up a food processing plant in Siliguri, West Bengal,Sharma says Dabur will source fruits directly from farmers and cut down rawmaterial or pulp costs which comprise almost 30 per cent of the finished product.


14/30

Similarly, other players like Godrej are also looking at launching new variantsincluding combinations by year end. Parle Agro, which has been experimentingwith sugarcane juice for sometime now, has launched mango Frooti in 65 mlpacks in Pune, Gurgaon and Mumbai for Rs 5. A year back, it extended the Frootibrand into pineapple and orange variants as well as launching it in 250 ml and one

litre PET bottles. Pepsis Tropicana has tied up with equestrian sports and poloclubs to build bridges with the well-heeled young adults. Its recent samplingexercise included an interactive quiz reaching out to 200,000 students from 150schools in Delhi. But the big issue is that they are all playing with the same fruits.It has to be seen how longconsumers can sip the same concoctions. RETAILPRICING OF PEPSI TROPICANA VIS A VIS OTHER SIMILAR PRODUCTSLOVELY PROFESSIOAL UNIVERSITY Page 21lo

22. The details about the product follows in the order Product Name, Unit, MRP, Our Price: JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 250ML16.00 15.68 JUICE TROPICANA PINEAPPLE 250ML 16.00 15.68 JUICETROPICANA ORANGE 250ML 16.00 15.00 DRINK GODREJ XS LITCHI

PULP 250 ML 15.00 14.70 DRINK GODREJ XS MANGO PULP 250ML 15.0014.70 JUICE REAL MIX FRUIT 200 ML 15.00 14.50 JUICE TROPICANAAPPLE 200 ML 15.00 14.50 JUICE TROPICANA NATURE SWEET(ORANGE & GRAPE) 200 ML 14.00 13.70 JUICE TROPICANA ORANGE200 ML 14.00 13.70 JUICE REAL ORANGE 200 ML 13.00 12.75 LOVELYPROFESSIOAL UNIVERSITY Page 22lo

23. OBJECTIVE OF THE STUDY (1) To study the brand awareness toward theTropicana and Real fruit juice brand. (2) To study the parameters which mostlyaffect while purchasing the Tropicana and Real? Fruit juice brand. (3) To studythe satisfaction level toward the Real and Tropicana fruit juice brand. (4) Tocompare the Tropicana and Real fruit juice brand. LOVELY PROFESSIOALUNIVERSITY Page 23lo

24. REVIEW OF LITERATURE Uwe Faesel, Roy (1995) Examines the developmentof Polands fruit industry up to 1990, followed by the situation since that year, inwhich legislative reforms were introduced, mainly to break up state monopoliesand to privatize state assets. Analyses the Polish fruit industry in the light of theresultant shift from a sellers to a buyers market, discussing the grower,wholesaling, processing and exporting sectors, and finally the role of marketing inexporting. Conducts a SWOT analysis of the industry, as a result of which makesrecommendations for: increasing growers influence on exports; introducing a newwholesale marketing system; improving processing equipment; rationalizingexportprocedures to the advantage of domestic competition. Sees the currenttransport and communication set-ups as significant problems. Concludes that,although the temptation is to follow the capitalist route and opt for the smaller enterprise as an exporting unit, the old Communist-style large state enterprise isstill the ideal vehicle for selling fruit of Polands calibre abroad. Nigel Poole,Laura (1996) Reports on research into the level of consumer awareness of theattributes of citrus fruit. Claims it is necessary to convert consumer attitudestowards healthy eating into appropriate consumer behaviour. Hypothesizes thatconsumer knowledge of some important attributes of fruit and vegetable products


15/30

is low, and that better informed consumers might make better informedpurchasing decisions. Describes the methodology and results of the survey whichfinds evidence that consumers are largely ill- informed about the attributes of thecitrus fruit that they purchase. David Hughes (1996) Notes that fresh fruitconsumption in the UK is low, relative to most other EU countries, and static.

Also that fruits which can be grown commercially in the UK, such as apples andstrawberries, show a declining trend. Observes that in an increasingly competitivemarket-place, fresh fruit does not meet the evolving wants of key consumer groups. concludes fruit marketing organizations must invest in research anddevelopment to produce strong consumer-orientated proprietary products and,then, provide them with the promotional support that premium products warrant if they are to survive and prosper in markets which will come under increasingcompetitive pressure in the next decade and century. Rosemary Duff (1999) Thispaper discusses the findings of a market research programme carried out bySMRC ChildWise on behalf of Tetra Pak UK Ltd, examining use of and attitudesto soft drinks among children and mothers. This is a product field of increasing

interest to children as they grow, and their appreciation develops from beingtotally product-focused, to include packaging and then brand considerations. Theresearch examined behaviour across the key drinking occasions that make up thechilds day, looking in detail at drinks consumed at school. It is at school that achilds freedom of choice develops, and awareness of peer group influencesbecomes increasingly important. Children are highly receptive to new brands andflavours, but also demand professional packaging and promotional input for brands to be credible. Younger children appreciate having their own individualcarton with a straw but, for older boys, a can is preferred, whilst girls like thepracticalities of resealable bottles. Alistair Mowat, Ray Collins (1999)Supplychains in new and emerging agricultural industries typically lack informationlinking product quality with consumer behaviour. This case study of the emergingpersimmon industry in Australia and New Zealand demonstrates how adopting asupply chain orientation LOVELY PROFESSIOAL UNIVERSITY Page 24lo

25. can address this situation. Assessing and modelling consumer response to productquality provides information that demonstrates to supply chain stakeholders howbetter product quality management can improve the performance of the wholechain. Emerging fruit industries, therefore, have more incentive to adopt a supplychain orientation if they understand quality- related factors that drive consumer satisfaction and repeat buying behaviour. Soyeon Shim, Kenneth Gehrt, SherryLotz (2001)Examines the Japanese fruit market, which, as a result of productionand distribution factors, represents a viable target for fruit exporters around theworld. The study provides guidance for fruit exporters by identifying three fruit-specific segments based on fruit-specific lifestyle factors. The process of identifying the lifestyle factors relies on a cross-culturally validated theoreticalframework developed within the context of food consumption. Cluster analysis isused to identify the segments: creative/highly involved; practical/moderatelyinvolved, and aesthetic/uninvolved. These three segments of the everyday fruitconsumption market are characterized in terms of fruit shopping, fruitconsumption, and socioeconomic factors. The creative/highly involved segment,


16/30

older and more traditional, represents todays heavy-consumer of fruit in Japan,followed closely by the practical/moderately involved segment. Although theaesthetic/uninvolved segment is composed of relatively light consumers, itsdemographics suggest that exporters need to develop this segment in order tosucceed in this market. Michael S. Donaldson (2001)Reports the results of a

survey of followers of the mostly raw, pure vegetarian, Hallelujah diet, which ispromoted by the Hallelujah Acres Foundation in the USA. Seven-day semi-quantitative dietary records kept by 141 followers of the diet were collected andanalyzed for nutrient intake. Claims self-reported improvements in health andquality of life after adoption of the diet were significant (p < 1E-07). Mean dailyconsumption of fruits and vegetables was 6.6 servings and 11.4 servings,respectively. Salads, fruits, carrot juice and grain products provided 60-88 per cent of most nutrients. The mean energy intake was 1,460kcal/day for women and1,830kcal/day for men. Claims that, with some modifications, this diet patternallows people to adopt a low calorie diet sufficient in most nutrients. Srini S.Srinivasan, Brian D. (2002) Previous researchers have established that brand

names are important in determining perceptions of brand quality and attitudetowards the product. In this research we investigate the role of brand name inshaping consumers evaluation of search, experience, and credence attributes. Thefindings confirm that, prior to trial, brand name increases consumers perceptionof experience and credence attribute performance evaluations. However, prior totrial, brand name is found not to affect consumers perception of search attributes.Trial of the brand is found to reduce (and not eliminate) the advantage brandedproducts have in enhancing consumers perception of experience and credenceattributes. Kenneth C. Gehrt, Soyeon Shim (2003) The study demonstrates theviability of situational segmentation in a market outside the USA. A number of situational segmentation studies in the USA have examined the snacking market.This study examines situational segmentation opportunities in the context of theJapanese snacking market. The study attempts to delineate a situationally-definedmarket structure for a broadly defined array of snack products. This is done bycharacterizing 18 snacks in terms of pertinent situational factors via dummyvariable regression analysis; and grouping the snacks in terms of the similarity of their situational characterizations via cluster analysis. The study reveals four multi-product snack segments, including solitary snacking cluster, socializingensemble cluster, high gravity socialization cluster, and morning home snack. Theresults show that situational segmentation is as effective in complementing moretraditional segmentation approaches in Japan as it is in the USA. S.O. Aroyeun(2004) Cashew apple was used as a nutritional additive in the production of LOVELY PROFESSIOAL UNIVERSITY Page 25lo

26. yogurt. The yogurt so produced (CAY-A) had a higher vitamin C content of 53.70g/100ml than both samples B and C with values 14.1/100ml and19.2g/100ml of vitamin C respectively. The cashew apple fortified yogurt wasevaluated for physicochemical parameters like pH, refractive index, dpecificgravity, titratable acidity, ash, moisture, protein and fat and the values 4.10 (pH),20 Brix soluble solid content, specific gravity 1.023, titratable acidity(0.78g/100ml lactic acid), 0.84 per cent ash, 77.0 per cent moisture, 3.22 per cent


17/30

protein and 3.2 per cent fat were obtained. The three yogurts produced werepresented to ten regular tasters of yogurt for sensory evaluations using Fan Milk yogurt as the reference sample C. Assessors were asked to identify the oddsample. This method was used to determine if ingredient substitution or someother change in the manufacturing process could result in a detectable difference

in products. The result obtained indicated that the yogurt into which cashew applehad been added compared favorably with the reference sample in all the attributesevaluated and there was no significant difference at p = 0.05.. Douglas Sorenson,Joe Bogue (2005) The objective of this study is to identify the optimal productdesign attributes for a range of chilled probiotic orange juice beverages, and toevaluate the contribution of market-oriented research methodologies to thedevelopment and strategic marketing of innovative functional beverages. Newproduct development (NPD) opportunities exist for probiotic juice-basedbeverages, although functionality should not be relied on solely to leverage acompetitive advantage. Dilber Ulas, H. Bader Arslan (2006) The purpose of thisstudy is to present a broad view and analysis of brand switching attitudes of cola

consumers in Turkish cola market. Cola Turka, the new cola brand, has capturedalmost one-quarter of the market. It has the potential to create loyal consumers.Despite Coca-Cola preserving its dominance, Pepsi-Cola has been surpassed bythis new product. Gunne Grankvist, Hans Lekedal, Maarit Marmendal (2007) Thepurpose of this article is to study whether preference for a product increased, or decreased, as a consequence of information that the product was either eco- or fair trade labelled. An additional purpose was to investigate associations betweenimportance attached to values and preference for eco- and fair- trade labelled foodproducts. No significant effects of the experimental manipulation were observed.Attaching greater importance to the value warm relationships with others was associated with a more favourable rating of the taste of both eco- and fair-tradelabelled juices. The value security was positively associated with an increased

taste preference for the group exposed to the fair trade, but not the eco, label.Mehdi Seltene, Olivier Brunel (2008) The objective of this paper is to evaluatebrand extension from a consumer consumption perspective. The most relevantentity becomes both the product and the choice vector. This provides a differentaspect of the heterogeneity as it concerns brand extension. The results confirm theimportance of the consumption context in terms of evaluating a brand extension.The study shows that the effects of the context fit and the typicality are moreimportant when the category to which the brand extension is found is sensitive tothe consumption context. In contrast, the effect of the association fit is moreimportant when the category to which the brand extension is found is lesssensitive to the consumption context. Marianela Fornerino, Franois dHauteville(2010) This experimental research seeks to offer a method for measuring therespective product and brand contributions to the global perceived qualitydimension in the case of five brands of orange juices. Results indicate anassimilation effect for the national brands, particularly strong with the mostpreferred brand, and a non-significant brand effect for the retailers brand,although both products were rated the same in the blind evaluation LOVELYPROFESSIOAL UNIVERSITY Page 26lo


18/30

27. RESEARCH METHDOLOGY Sample data collection This survey is asconducting in the context of retailer and consumer of Tropicana and Real fruitjuice in dehradun city. Research design The research design is descriptive innature with survey method being used to complete the study. Because under thiswe already created the hypothesis and we simply tried to find out that our taken

variables of market of dehradun city Able to satisfy their retailer and consumer.Sample technique I will use in this research random sampling. Hypothesisformulation It is basically a presumption which researcher use when they doresearch they are two type Null Alternative Data collection The data collectionwould be: PRIMARY DATA : Questionnaire SECONDARY DATA : Journals,Internet, news paper etc. Sample design Retailer and consumer of dehradun cityare including under this research and tell their satisfaction level. Sample sizeSample size is going to be 100 respondents of retailer and 100 respondents of consumer. LOVELY PROFESSIOAL UNIVERSITY Page 27lo

28. Sample element Individual retailer and consumer are sampling element. Datasource Both Primary and Secondary source of data would be used .The major type

of information is used from primary data. Tool for data analysis We will be usingthe applicable tools and techniques of SPSS as per required with time. LOVELYPROFESSIOAL UNIVERSITY Page 28lo

29. HYPOTHESIS For consumer Null hypothesis- 1) H0-Gender has no effect onconsumer satisfaction. 2) H0-Age group has no effect on consumer satisfaction. 3)H0-Quantity has no effect on consumer satisfaction. 4) H0-Preferred channel for purchasing has no effect on consumer satisfaction. 5) H0-Product quality has noeffect on consumer satisfaction. 6) H0-Advertising has no effect on consumer satisfaction. Alternate hypothesis- 1) H1-Gender has a great effect on consumer satisfaction. 2) H1-Age group has a great effect on consumer satisfaction. 3) H1-Quantity has a great effect on consumer satisfaction. 4) H1-Preferred channel for purchasing has a great effect on consumer satisfaction. 5) H1-Product quality hasa great effect on consumer satisfaction. 6) H1-Advertising has a great effect onconsumer satisfaction. For retailer Null hypothesis- 7) H0-Time of selling has noeffect on retailer satisfaction. 8) H0-Source of information has no effect onretailer satisfaction. 9) H0-parameters have no effect on retailer satisfaction. 10)H0-Information of scheme has no effect on retailer satisfaction. 11) H0-Productquality has no effect on retailer satisfaction. 12) H0-Type of conveniences has noeffect on retailer satisfaction. Alternate hypothesis- 7) H1-Time of selling has agreat effect on retailer satisfaction. 8) H1-Source of information has a great effecton retailer satisfaction. 9) H1-parameters have a great effect on retailer satisfaction. 10) H1-Information of scheme has a great effect on retailer satisfaction. 11) H1-Product quality has a great effect on retailer satisfaction. 12)H1-Type of conveniences has a great effect on retailer satisfaction. LOVELYPROFESSIOAL UNIVERSITY Page 29lo

30. DATA ANALYSIS AND INTERPRETATION For consumer ONEWAYCONSUMER SATISFACTION BY GENDER /MISSING ANALYSIS./POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups230.670 1 230.670 11.863 .001 Within Groups 1827.736 94 19.444 Total


19/30

2058.406 95 Null hypothesis Alternate hypothesis H0-gender has no effect onconsumer H1- gender has a great significance on satisfaction consumer satisfaction Interpretation: As per our null hypothesis and as per our alternatehypothesis, we applied our hypothesis formulation which came out with thefollowing results: On applying ONE WAY ANOVA for checking effect of gender

on consumer satisfaction , we came up with conclusion that the significance levelis less than the alpha value(.001 < 0.05). Therefore rejecting NULLHYPOTHESIS due to greater significance of gender on consumer satisfaction.LOVELY PROFESSIOAL UNIVERSITY Page 30lo

31. ONEWAY CONSUMER SATISFACTION BY AGE GROUP /MISSINGANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares df Mean Square F Sig. Between Groups .6211 .621 .028 .867 Within Groups 2057.785 94 21.891 Total 2058.406 95 Nullhypothesis Alternate hypothesis H0-age group has no effect on CONSUMER H1-age group has a great significance on satisfaction CONSUMER satisfactionInterpretation: As per our null hypothesis and as per our alternate hypothesis, we

applied our hypothesis formulation which came out with the following results: Onapplying ONE WAY ANOVA for checking effect of age group on CONSUMER satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.867 > 0.05). Therefore accepting NULL HYPOTHESIS dueto lower significance of age group on CONSUMER satisfaction. LOVELYPROFESSIOAL UNIVERSITY Page 31lo

32. ONEWAY CONSUMER SATISFACTION BY QUANTITY /MISSINGANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups100.436 4 25.109 1.167 .331 Within Groups 1957.970 91 21.516 Total 2058.40695 Null hypothesis Alternate hypothesis H0-Quantity has no effect on consumer satisfaction H1- Quantity has a great effect on consumer satisfactionInterpretation: As per our null hypothesis and as per our alternate hypothesis, weapplied our hypothesis formulation which came out with the following results: Onapplying ONE WAY ANOVA for checking effect of quantity on consumer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.331 > 0.05). Therefore accepting NULL HYPOTHESIS dueto lower significance of quantity on consumer satisfaction. LOVELYPROFESSIOAL UNIVERSITY Page 32lo

33. ONEWAY CONSUMER SATISFACTION BY PREFERRED CHANNEL/MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVACONSUMER SATISFACTION Sum of Squares df Mean Square F Sig. BetweenGroups 100.436 4 25.109 2.157 .221 Within Groups 1957.970 91 21.516 Total2058.406 95 Null hypothesis Alternate hypothesis H0-Preferred channel has noeffect on consumer H1- Preferred channel has a great effect on satisfactionconsumer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out withthe following results: On applying ONE WAY ANOVA for checking effect of Preferred channel on consumer satisfaction , we came up with conclusion that thesignificance level is greater than the alpha value(.221 > 0.05). Therefore accepting


20/30

NULL HYPOTHESIS due to lower significance of preferred channel onconsumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 33lo

34. ONEWAY CONSUMER SATISFACTION BY PRODUCT QUALITY/MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVACONSUMER SATISFACTION Sum of Squares df Mean Square F Sig. Between

Groups 198.778 3 66.259 3.278 .024 Within Groups 1859.629 92 20.213 Total2058.406 95 Null hypothesis Alternate hypothesis H0-product quality has noeffect on consumer H1- product quality has a great significance on satisfactionconsumer satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out withthe following results: On applying ONE WAY ANOVA for checking effect of product quality on consumer satisfaction , we came up with conclusion that thesignificance level is less than the alpha value(.024 < 0.05). Therefore rejectingNULL HYPOTHESIS due to greater significance of product quality on consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 34lo

35. ONEWAY CONSUMER SATISFACTION BY ADVERTISING /MISSING

ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares df Mean Square F Sig. Between Groups 48.4671 48.467 2.267 .136 Within Groups 2009.940 94 21.382 Total 2058.406 95 Nullhypothesis Alternate hypothesis H0-advertising has no effect on consumer H1-advertising has a great significance on satisfaction consumer satisfactionInterpretation: As per our null hypothesis and as per our alternate hypothesis, weapplied our hypothesis formulation which came out with the following results: Onapplying ONE WAY ANOVA for checking effect of advertising on consumer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.136 > 0.05). Therefore accepting NULL HYPOTHESIS dueto higher significance of advertising on consumer satisfaction. LOVELYPROFESSIOAL UNIVERSITY Page 35lo

36. For retailer ONEWAY RETAILER SATISFACTION BY TIME OFSELLING /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05).ANOVA RETAILER SATISFACTION Sum of Squares Df Mean Square F Sig.Between Groups 230.670 1 230.670 11.863 .004 Within Groups 1827.736 9419.444 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-Time of selling has no effect on retailer H1- Time of selling has a great effect on retailer satisfaction satisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out withthe following results: On applying ONE WAY ANOVA for checking effect of Time of selling on retailer satisfaction , we came up with conclusion that thesignificance level is less than the alpha value(.004 < 0.05). Therefore rejectingNULL HYPOTHESIS due to greater significance of Time of selling on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 36lo

37. ONEWAY RETAILER SATISFACTION BY SOURCE OF INFORMATION/MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVARETAILER SATISFACTION Sum of Squares df Mean Square F Sig. BetweenGroups .621 1 .621 .028 .772 Within Groups 2057.785 94 21.891 Total 2058.40695 Null hypothesis Alternate hypothesis H0-Source of information has no effect


21/30

on H1- Source of information has a great effect on retailer satisfaction retailer satisfaction Interpretation: As per our null hypothesis and as per our alternatehypothesis, we applied our hypothesis formulation which came out with thefollowing results: On applying ONE WAY ANOVA for checking effect of Sourceof information on retailer satisfaction , we came up with conclusion that the

significance level is greater than the alpha value(.772 > 0.05). Therefore acceptingNULL HYPOTHESIS due to lower significance of Source of information onretailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 37lo

38. ONEWAY RETAILER SATISFACTION BY PARAMETERS /MISSINGANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA RETAILER SATISFACTION Sum of Squares df Mean Square F Sig. Between Groups100.436 4 25.109 1.167 .323 Within Groups 1957.970 91 21.516 Total 2058.40695 Null hypothesis Alternate hypothesis H0-Parameters has no effect on retailer satisfaction H1- Parameters has a great effect on retailer satisfactionInterpretation: As per our null hypothesis and as per our alternate hypothesis, weapplied our hypothesis formulation which came out with the following results: On

applying ONE WAY ANOVA for checking effect of parameters on retailer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.323 > 0.05). Therefore accepting NULL HYPOTHESIS dueto lower significance of parameters on retailer satisfaction. LOVELYPROFESSIOAL UNIVERSITY Page 38lo

39. ONEWAY RETAILER SATISFACTION BY INFORMATION OFSCHEME /MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05).ANOVA RETAILER SATISFACTION Sum of Squares Df Mean Square F Sig.Between Groups 100.436 4 25.109 2.157 .219 Within Groups 1957.970 91 21.516Total 2058.406 95 Null hypothesis Alternate hypothesis H0-Information of scheme has no effect on retailer H1- Information of scheme has a great effect onsatisfaction retailer satisfaction Interpretation: As per our null hypothesis and asper our alternate hypothesis, we applied our hypothesis formulation which cameout with the following results: On applying ONE WAY ANOVA for checkingeffect of information of scheme retailer satisfaction , we came up with conclusionthat the significance level is greater than the alpha value(.219 > 0.05). Thereforeaccepting NULL HYPOTHESIS due to lower significance of information of scheme retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 39lo

40. ONEWAY RETAILER SATISFACTION BY PRODUCT QUALITY /MISSINGANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups198.778 3 66.259 3.278 .035 Within Groups 1859.629 92 20.213 Total 2058.40695 Null hypothesis Alternate hypothesis H0-product quality has no effect onretailer H1- product quality has a great effect on retailer satisfaction satisfactionInterpretation: As per our null hypothesis and as per our alternate hypothesis, weapplied our hypothesis formulation which came out with the following results: Onapplying ONE WAY ANOVA for checking effect of product quality on retailer satisfaction , we came up with conclusion that the significance level is less thanthe alpha value(.035 < 0.05). Therefore rejecting NULL HYPOTHESIS due to


22/30

greater significance of product quality on retailer satisfaction. LOVELYPROFESSIOAL UNIVERSITY Page 40lo

41. ONEWAY RETAILER SATISFACTION BY CONVINCES /MISSINGANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups

48.467 1 48.467 2.267 .223 Within Groups 2009.940 94 21.382 Total 2058.40695 Null hypothesis Alternate hypothesis H0-Convinces has no effect on retailer H1- Convinces has a great significance on satisfaction retailer satisfactionInterpretation: As per our null hypothesis and as per our alternate hypothesis, weapplied our hypothesis formulation which came out with the following results: Onapplying ONE WAY ANOVA for checking effect of Convinces on retailer satisfaction , we came up with conclusion that the significance level is greater than the alpha value(.223 > 0.05). Therefore accepting NULL HYPOTHESIS dueto higher significance of Convinces on retailer satisfaction. LOVELYPROFESSIOAL UNIVERSITY Page 41lo

42. For consumer (1) Gender of respondents A) Male B) Female Male Female Total

No. of respondents 70 30 100 Percentage 70 30 100 30% 70%INTERPRETATION:- In this study 70 % male and 30% female respondents arepart of my target population and they help me to fulfill my questionnaire fromdifferent area of Dehradun city. LOVELY PROFESSIOAL UNIVERSITY Page42lo

43. (2) Your age group A) Below 18 B) 18-25 C) Above 25 Below 18 18-25 Above-25 Total No. of respondents 10 60 30 100 Percentage 10 120 60 100 30% 10%60% INTERPRETATION:- In this study 10% respondents are of below 18 age ,60% respondents are between 18-25 and 30% respondents are above 25 .LOVELY PROFESSIOAL UNIVERSITY Page 43lo

44. (3) Which type of fruit juice brands you are aware mostly? A) Tropicana B) RealC) Other Tropicana Real Other Total No. of respondents 40 35 25 100 Percentage40 35 25 100 25% 40% 35% INTERPRETATION:- In this study 40%respondents are aware about Tropicana juice,35% are aware of Real and 25 % of other. Maximum respondents are aware about Tropicana juice so Tropicana havea good awareness in Dehradun city. LOVELY PROFESSIOAL UNIVERSITYPage 44lo

45. (4) Through which medium you come to know about your preferred fruit drink?A) Hording and banners B) News paper and magazine C) TV/Radio D) Any other H.& banners N.&magazine TV/Radio Any other Total No. of respondents 30 3520 15 100 Percentage 30 35 20 15 100 15% 30% 20% % 35% Interpretation:-35% respondents know their fruit juice drink through news and magazine and30% respondents have knowledge through hoarding and banners so I found thatdistributor had capture on hoardings and banners and news and magazines for attracting the consumer in Dehradun city. LOVELY PROFESSIOALUNIVERSITY Page 45lo

46. (5) For Whom do you buy fruit drink? A) Myself B) Family C) Children D)Social occasion Myself Family Children Socical Occasion Total N of respondents45 25 28 2 100 Percentage 45 25 28 2 100 2% 28% 25% 45%INTERPRETATION:- 45% respondents are buy juice for their self, 28% for


23/30

children ,25% for family and 2% for social occasion so we find that most of consumer are buying juice for himself. LOVELY PROFESSIOAL UNIVERSITYPage 46lo

47. 6) What quantity do you usually prefer to buy? A) 200-250 B) 300 C) 500ml D)1Lt. 200-250 300 500 1lt. Other No of respondents 45 12 30 13 100 Percentage

45 12 30 13 100 13% 45% 30% 12% INTERPRETATION:- 45% respondents arelike to buy 200-250 ml. juice pack ,12% like 300ml. So small pack is selling inbig number in Dehradun city. LOVELY PROFESSIOAL UNIVERSITY Page47lo

48. (7) Rank the following drinkon the scale of 1-5 you like most A) Tropicana B)Real C) Maaza D) Slice E) Appy F) Frooti G)Mangola H) Pulpy orange I) Twister J) Other Tropicana real Mazza slice appy frooyi Mangola Pulpy twiter other o.No. of respondents 18 1 2 3 4 5 12 2 1 3 4 5 16 3 2 1 4 5 10 5 2 3 4 1 19 4 1 3 2 57 5 4 3 1 2 8 2 1 3 5 4 7 4 1 2 3 5 3 5 3 2 1 4 100 LOVELY PROFESSIOALUNIVERSITY Page 48lo

49. INTERPRETATION:- Mostly respondents are give rank 1 to Tropicana, real

,slice, and Maaza, rank 2 has gone to real and frooty and rank 3 is for Appy. Other give their response according to their taste. So I find that Tropicana is like themost people and after that Real, Slice, Maaza etc. LOVELY PROFESSIOALUNIVERSITY Page 49lo

50. (9) Which is your most preferred channel for purchasing fruit drink ? A) Retailstore/grocery store B) Super market/hyper market C) Cine plexus D) Panshop/kiosks E) Restaurant F) Travel Retail/g.store S,market/H.market Cine PanRest. travel Total plexus shop/K. No. of res. 35 20 5 15 20 5 100 percentage 35 205 15 20 5 100 5% 20% INTERPRETATION:- Most preferred channel for consumer is retail and general store.35% consumer expreessed that they purchasefruit drink from retail and general store. Whereas 40% sales is contributed by thesuper market and restaurant. Rest of the sales are from cine plexus, pan shop,travel etc. LOVELY PROFESSIOAL UNIVERSITY Page 50lo

51. (10) Does advertising and promotion influence your purchasing decision? A) YesB) No Yes no Total No of respondents 65 35 100 Percentage 65 35 100 35% 65%INTERPRETATION:- According to this data 65% respondents are influencingthrough advertisement, 35% respondents are not influencing through advertising.LOVELY PROFESSIOAL UNIVERSITY Page 51lo

52. (11) How do you rate about the fruit drink brand? TROPICANA A) Very poor B)Poor C) Good D) Excellent REAL A) Very poor B) Poor C)Good D) ExcellentTROPICANA Very poor poor Good Excellent Total No of 15 20 55 10 100respondent percentage 15 20 55 10 100 REAL Very poor poor Good ExcellentTotal No of 12 22 62 4 100 respondent percentage 12 22 62 4 100 LOVELYPROFESSIOAL UNIVERSITY Page 52lo

53. INTERPRETATION:- 55% respondents are with Tropicana juice brand,20%accept that it is a poor brand but 62% agree that real is a good juice brand. somepeople are not agree with real juice brand. LOVELY PROFESSIOALUNIVERSITY Page 53lo

54. (12) Do you want any improvement in the Tropicana fruit juice brand on the basicof following parameters? (Tick anyone) A) Price B) No. of flavor C) Taste D)


24/30

Availability PRICE NO. OF TASTE AVAILABILITY TOTAL FLAVOR NO.OF 13 15 54 18 100 RESPONDENT PERCENTAGE 13 15 54 18 100INTERPRETATION:- Most of 54% respondents are wants improvement in thetaste of the Tropicana juice brand. LOVELY PROFESSIOAL UNIVERSITYPage 54lo

55. For retailer (1) Since how long you are selling fruit juice brand ? A) Less than 6months B) 6 months -1 year C) 1 year - 2 year D) More than 2 year Less than 6 6months-1 1 year-2 year More then 2 Total month year year No. of 10 35 50 5 100respondent Percenatge 10 35 50 5 100 5% 50% 10% 35% INTERPRETATION:-50% respondents are selling the juice brand from last 1-2 years,35% are sellingjuice brand from last 6-12 month and 10% are selling from last 6 months and 5%are selling from less than 6 months. LOVELY PROFESSIOAL UNIVERSITYPage 55lo

56. (2) What is the source of information about juice brand? A) Distributor B)Advertisement C) Friend D) Other Distributor Advertisement Friend Other TotalNo. of 55 30 5 5 100 precentage percentage 55 30 5 5 100 5% 5% 55% 30%

INTERPRETATION:- 55% retailers get information through distributors aboutjuice brand,30% are know about the brand through advertisement. LOVELYPROFESSIOAL UNIVERSITY Page 56lo

57. (3) What are the parameters that you take into consideration while taking fruitjuice brand? A) Goodwill B) Service C) Cost D) Demand Good will service costDemand Total No. of 10 15 30 45 100 respondent percentage 10 15 30 45 10045% 15% 30% INTERPRETATION:- 45% retailer are consider demand factor totake juice brand,30% are consider to cost. somewhat consider to goodwill andservice. but mostly demand and cost factor is consider by the retailers to takejuice brand. LOVELY PROFESSIOAL UNIVERSITY Page 57lo

58. (4) Rank the following drink on scale of 1-5 you most prefer to sell A) TropicanaB) Real C) Maaza D) Slice E) Appy F) Frooti G)Mangola H) Pulpy orange I)Twister J) Other Tropicana real Mazza slice appy frooyi Mangola Pulpy twiter other o. No. of respondents 18 1 2 3 4 5 12 2 1 3 4 5 16 3 2 1 4 5 10 5 2 3 4 1 19 41 3 2 5 7 5 4 3 1 2 8 2 1 3 5 4 7 4 1 2 3 5 3 5 3 2 1 4 100 LOVELYPROFESSIOAL UNIVERSITY Page 58lo

59. INTERPRETATION:- Retailers are preferred to all juice brand to sale. But everyretailer has their own choice to which brand he/she sell most. LOVELYPROFESSIOAL UNIVERSITY Page 59lo

60. (5) Are you receiving the regular information about new scheme? A) Yes B) NoYes No Total No. of respondent 55 45 100 percentage 55 45 100INTERPRETATION:- 55% retailers are receiving the regular information aboutnew scheme. but 45% has not get well.so mostly are receiving the regular information about new scheme. LOVELY PROFESSIOAL UNIVERSITY Page60lo

61. (7) How do you rate about the service getting currently from Tropicana and real?Tropicana A) Very poor B) Poor C) Good D) Excellent Real A) Very poor B)Poor C) Good D) Excellent TROPICANA Very poor poor good Excellent TotalNo of 15 20 55 10 100 respondent percentage 15 20 55 10 100 REAL Very poor


25/30

poor good Excellent Total No of 12 22 62 4 100 respondent percentage 12 22 62 4100 LOVELY PROFESSIOAL UNIVERSITY Page 61lo

62. INTERPRETATION:- According to this data 62% retailers have given good ratefor real juice service and 55% for Tropicana. But rate poor and very poor retailerschoice is also real juice instead of Tropicana. then I find that Tropicana is the

good in their service and its rate is also good. LOVELY PROFESSIOALUNIVERSITY Page 62lo63. (8) Do you have any complain regarding the service? TROPICANA A) No

complain B) Once in a week C) fortnightly D) Once in a month REAL A) Nocomplain B) Once in a week C) fortnightly D) Once in a month NO ONCE IN AFORTNIGHTLY ONCE IN A TOTAL COMPLAIN WEEK MONTH NO. OF12 25 34 29 100 REPONDENTS PERCENTAGE 12 25 34 29 100 NO ONCE INA FORTNIGHTLY ONCE IN A TOTAL COMPLAIN WEEK MONTH NO. OF8 45 23 24 100 REPONDENTS PERCENTAGE 8 45 23 24 100 LOVELYPROFESSIOAL UNIVERSITY Page 63lo

64. INTERPRETATION:- According to this data retailers have complaint regarding

service for both juice brand .but real juice brand has complaints once in a week,Tropicana has fortnightly complaints . LOVELY PROFESSIOAL UNIVERSITYPage 64lo

65. (9) Do you call distributor? TROPICANA A) Yes B) No REAL A) Yes B) NoTROPICANA Yes No Total No of respondent 40 60 100 persantage 40 60 100REAL Yes No Total No of respondent 55 45 100 persantage 55 45 100 LOVELYPROFESSIOAL UNIVERSITY Page 65lo

66. INTERPRETATION:- 40% retailers are call distributor for Tropicana juice brandand 55% retailers for real juice brand in deharadun city. LOVELYPROFESSIOAL UNIVERSITY Page 66lo

67. (10) Are you getting the solution of problem in time? TROPICANA A) Yes B)No REAL A) Yes B) No Yes No Total No of respondent 65 35 100 persantage 6535 100 Yes No Total No of respondent 40 60 100 persantage 40 60 100 LOVELYPROFESSIOAL UNIVERSITY Page 67lo

68. INTERPRETATION:- 65% retailers are accept that they getting solution of problem in time from Tropicana juice brand and 40% in real juice brand. somostly retailers are happy with Tropicana juice brand. LOVELY PROFESSIOALUNIVERSITY Page 68lo

69. (11) Do you feel that service provided by distributor match your expectation?TROPICANA A) Yes B) No REAL A) Yes B) No Yes No Total No of respondent 75 25 100 persantage 75 25 100 Yes No Total No of respondent 40 60100 persantage 40 60 100 LOVELY PROFESSIOAL UNIVERSITY Page 69lo

70. INTERPRETATION:- 75% retailers are happy with Tropicana service but 25%said that service provided by distributor doesnt match their expectation. But inreal juice brand 40% retailers are happy but 60% said that service provided bydistributor doesnt match their expectation. so Tropicana is best as comparison toreal. LOVELY PROFESSIOAL UNIVERSITY Page 70lo

71. (12) Which type of conveniences you want mostly for increasing the sales volumeof Tropicana? (Tick any one) A) Price B) Scheme C) Service PRICE SCHEMESERVICE TOTAL NO OF 45 35 20 100 RESPONDENTS PERCENTAGE 45 35


26/30

20 100 INTERPRETATION:- 45% retailers accept that price is best conveniencefor increasing the sales volume of Tropicana. some are preferred to scheme andservice. But price is the main factor which play a crucial role in increasing thesales volume. LOVELY PROFESSIOAL UNIVERSITY Page 71lo

72. FINDINGS For consumer On applying ONE WAY ANOVA for checking effect

of gender on consumer satisfaction , we came up with conclusion that thesignificance level is less than the alpha value(.001 < 0.05). Therefore rejectingNULL HYPOTHESIS due to greater significance of gender on consumer satisfaction. On applying ONE WAY ANOVA for checking effect of age groupon CONSUMER satisfaction , we came up with conclusion that the significancelevel is greater than the alpha value(.867 > 0.05). Therefore accepting NULLHYPOTHESIS due to lower significance of age group on CONSUMER satisfaction. On applying ONE WAY ANOVA for checking effect of quantity onconsumer satisfaction , we came up with conclusion that the significance level isgreater than the alpha value(.331 > 0.05). Therefore accepting NULLHYPOTHESIS due to lower significance of quantity on consumer satisfaction. On

applying ONE WAY ANOVA for checking effect of Preferred channel onconsumer satisfaction , we came up with conclusion that the significance level isgreater than the alpha value(.221 > 0.05). Therefore accepting NULLHYPOTHESIS due to lower significance of preferred channel on consumer satisfaction. On applying ONE WAY ANOVA for checking effect of productquality on consumer satisfaction , we came up with conclusion that thesignificance level is less than the alpha value(.024 < 0.05). Therefore rejectingNULL HYPOTHESIS due to greater significance of product quality on consumer satisfaction. On applying ONE WAY ANOVA for checking effect of advertisingon consumer satisfaction , we came up with conclusion that the significance levelis greater than the alpha value(.136 > 0.05). Therefore accepting NULLHYPOTHESIS due to higher significance of advertising on consumer satisfaction.In this study 70 % male and 30% female respondents are part of my targetpopulation and they help me to fulfill my questionnaire from different area of Dehradun city. In this study 10% respondents are of below 18 age ,60%respondents are between 18-25 and 30% respondents are above 25 In this study40% respondents are aware about Tropicana juice,35% are aware of Real and 25% of other. Maximum respondents are aware about Tropicana juice so Tropicanahave a good awareness in Dehradun city. 35% respondents know their fruit juicedrink through news and magazine and 30% respondents have knowledge throughhoarding and banners so I found that distributor had capture on hoardings andbanners and news and magazines for attracting the consumer in Dehradun city.LOVELY PROFESSIOAL UNIVERSITY Page 72lo

73. 45% respondents are buy juice for their self, 28% for children ,25% for familyand 2% for social occasion so we find that most of consumer are buying juice for himself. 45% respondents are like to buy 200-250 ml. juice pack ,12% like 300ml.So small pack is selling in big number in Dehradun city. Mostly respondents aregive rank 1 to Tropicana, real ,slice, and Maaza, rank 2 has gone to real and frootyand rank 3 is for Appy

fruit drink market

Documents