Presented ByMARKET RESEARCHON HEALTH DRINKS IN INDIA.
Introduction A Health Drink is an item that, when used, willrestore a small amount of health. Indian health drinks market is still in its infancydue to the lack of awareness among thepopulation. GlaxoSmithkline (GSK) with four brands -Horlicks, Boost, Viva and Maltova - is the leaderin Indian health drink market. Complan, GluconDfrom Heinz India and Cadbury Indias Bournvitaare also popular among the Indian health drinkbrands.
South and East India are large markets for thesedrinks, accounting for the largest proportion of allIndia sales. The total market is placed at about90,000 ton and is estimated to be growing atabout 4%. This paper deals with the customers behaviortowards the Health Food Drinks category.
Research methodology Research design- To analyze the buying behavior ofcustomer’s descriptive research design was used.Primary data was collected with the help of closeended questionnaire. Sample Design- Our target population involves theusers, deciders and buyers of Health Drinks. Theusers include the young population with age groupranging from 21-25 years. The total sample size is101 included students and employed population.
Analysis & Interpretations Age :For market survey of health drink age group was takenfrom 20 years to 25 years. Gender :63 of respondents were maleand 38 female out of 101. MALE62%FEMALE38%
Maximum numberof respondent(50%) were PGand rest wereGraduate orundergraduate.• Education :HSC24UG4Graduate23PG50
• Factors affecting selection :Analysis ofsurvey datashows that mostof therespondent wereaffected bybrand and taste.422118190%Brand Taste Benefit composition
• Income14%11%25%50%0 - 1,00,0001,00,000—3,00,0003,00,000—5,00,0005,00,000 andabove.Out of the totalrespondents14% were ofincome below 1lakh , 11% wereof 1 to 3 lakh25% were of 3to 5 lakh andrest i.e 50 %were havingincome about 5lakh or more.• AdvertisementYES45%NO33%MAYBE22%45 % of therespondent agreesthat advertisementhas impact on theirchoice of selection ofbrand.
• Occupation65%25%2%8%StudentEmployedHosewifeOtherAs age groupwasdefined, most ofthe respondentwere students(65%) , 25% wasemployed , 2%housewives andrest were others.
• Buying Location21%10%32%37%SUPERMARKETMEDICALSTOREGENERALSTOREANY STOREWe asked for thebuying locationpreference ofrespondent , resultof survey showsthat most ofcustomer buyshealth drink fromany store (37%) orgeneral store (32%).
• Brand Preference40%22%12%16%10%BOURNVITACOMPLANBOOSTHORLICKSOTHERSAmong all the top fivebrands i.e.Boost, Bournvita, Complan, Horlicks etc; thebrand at first place isBournvita with thelargest market share40%.Complan is at thesecond place with marketshare 22 % and Horlicksand Boost are at nextpositions with 16% and12 % respectively.
The findings of the study of customer buying behaviorin Health Drink states that among all the fivebrands, the brand at first place is Bournvita with thelargest market share 41%.Complan is at the secondplace with market share 22 % and Horlicks and Boostare at next positions.The result shows that there is nosignificant impact of factor such as gender andeducation on purchase of health drinks but there isimpact of income on choice of health drinks. Agetaken in survey for sampling size was 21 to 24. Health drink are useful for health and most of therespondent consumes health drinks of differentbrands..Conclusion
There should be more awareness about healthdrinks through advertisements since respondentswere not sure about concept of health drink. New entrant can occupy considerable market sharein health drink market. Aggressive advertisement can increase marketshare. Effective rural marketing can also increase theconsumption of health drink in India as most of thepopulation lives in rural areas.Recommendations
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