Market research on Health drinks in india

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Market research on Health drinks in india

  1. 1. MARKET RESEARCH ON HEALTH DRINKS IN INDIAPRESENTED BY,GROUP NO-01ANIMESH AMAL (01)MADHURA JAGTAP (10)SHAFAATALI (18)BHAVIKA SACHDEV (23)BOSCO JAMES (15)
  2. 2.  INTRODUCTION MAJOR PLAYERS IN INDIA RESEARCH METHODOLOGYPIMARY INVESTIGATIONCOLLECTION OF QUANTITATIVE DATASAMPLING PROCESSFIELD WORKDATA ANALYSIS PLAN FINDINGS CHI-SQUARE ANALYSIS CONCLUSION REFERENCESCONTENTS
  3. 3.  People are turning more health conscious these days. Because of this the non-carbonated beveragesegment has become one of the fastest growing andmost exciting businesses at the moment. Consumers today have better tasting and morehealthy alternatives Since the year 2007, the country has seen numerousproduct launches in the field ofnutraceuticals/functional foods and beverages thatcater to distinct consumer brackets and ages.Introduction
  4. 4.  To study the market potential of health drinks To evaluate the consumer preference and consumerbehaviour towards health drinksObjectives
  5. 5.  Powder CategoryMAJOR PLAYERS ININDIA
  6. 6. Liquid Category
  7. 7. Traditional Category
  8. 8. New Market Players
  9. 9. Research Design
  10. 10.  This phase involved preliminary investigation of thevarious factors which could possibly affect theconsumer’s perception about the various brands andin turn influence the purchase decisions of theconsumer. The secondary data gathered wasanalysed to understand the current scenario of thehealth drinks segment.Conti…..
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  14. 14.  1) AgeDATA ANALYSIS PLANLessthan 20 9 5%20-23 80 49%23-25 55 34%Morethan25 20 12%
  15. 15. GenderMale 92 56%Female 72 44%
  16. 16. EducationSSC/HSC 5 3%UnderGraduate 138%Graduate 7646%Postgraduate 7043%
  17. 17. OccupationStudent 10765%Selfemployed/Business 15 9%Service 37 23%Housewife 5 3%
  18. 18.  Solid formHealth drinksHorlicks 24 15%Bournvita 82 50%Complan 14 8%Other 45 27%
  19. 19.  Stored/canned juicesConti…Tropicana 6238%RealFruitJuices 6640%Other 3622%
  20. 20.  Dairy productsConti…Buttermilk 7646%Energee(Aarey) 3320%Yakult(probiotic) 159%Other 4024%
  21. 21. FrequencyMorning 10866%Evening 33 20%Night 23 14%Once 12174%Twice 37 23%Morethantwice 6 4%
  22. 22. Market PlaceSuperMarkets 64 39%Local General Stores 76 46%Medicals 17 10%Other 7 4%
  23. 23. Sources Of TheInformationTVadvertisements 6741%FromDoctors/Medicals 1610%Hoardings/PaperAds 6 4%Other 7546%
  24. 24.  Gender and Brand-FindingsBournvita complan Boost Horliks OtherMale 44 10 2 12 25Female 38 4 0 12 180 10 20 30 40 50 60 70 80 90BournvitacomplanBoostHorliksOtherMaleFemale
  25. 25. Age and BrandBournvita complan Boost Horliks Otherless than 20 6 2 0 1 020-23 45 5 1 9 2023-25 25 6 1 11 13more than 25 6 1 0 3 100 10 20 30 40 50 60 70 80 90BournvitacomplanBoostHorliksOtherless than 2020-2323-25more than 25
  26. 26. Education and BrandBournvita complan Boost Horliks OtherSSC/HSC 4 1 0 0 0Under Graduate 10 0 0 2 1Graduate 27 9 1 13 26Post Graduate 41 4 1 9 160 10 20 30 40 50 60 70 80 90BournvitacomplanBoostHorliksOtherSSC/HSCUnder GraduateGraduatePost Graduate
  27. 27. Income and BrandBournvita complan Boost Horliks OtherLess than 1 lac 35 5 1 9 131-3 lac 22 5 0 5 173-5 lac 14 1 1 5 6more than 5 lac 12 3 0 5 60 10 20 30 40 50 60 70 80 90BournvitacomplanBoostHorliksOtherLess than 1 lac1-3 lac3-5 lacmore than 5 lac
  28. 28. Brand Vs GenderChi-Square AnalysisGender * Brand CrosstabulationBrand TotalBournvita Boost Complan Horlicks OtherGenderMaleCount 43 2 10 12 25 92ExpectedCount45.4 1.1 7.9 13.5 24.1 92.0FemaleCount 38 0 4 12 18 72ExpectedCount35.6 .9 6.1 10.5 18.9 72.0TotalCount 81 2 14 24 43 164ExpectedCount81.0 2.0 14.0 24.0 43.0 164.0
  29. 29. Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 3.635a 4 .458Likelihood Ratio 4.438 4 .350Linear-by-Linear Association .147 1 .701N of Valid Cases 164a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is .88.Here Sig value is >0.05So Null hypothesis is accepted,There is no relationship between Brand and Gender
  30. 30. Age * Brand CrosstabulationBrand TotalBournvita Boost Complan Horlicks OtherAgeLess than 20Count 6 0 2 1 0 9ExpectedCount4.4 .1 .8 1.3 2.4 9.020-23Count 45 1 5 9 20 80ExpectedCount39.5 1.0 6.8 11.7 21.0 80.023-25Count 24 1 6 11 13 55ExpectedCount27.2 .7 4.7 8.0 14.4 55.0More than 25Count 6 0 1 3 10 20ExpectedCount9.9 .2 1.7 2.9 5.2 20.0TotalCount 81 2 14 24 43 164ExpectedCount81.0 2.0 14.0 24.0 43.0 164.0Brand Vs Age
  31. 31. Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 15.479a 12 .216Likelihood Ratio 16.851 12 .155Linear-by-Linear Association 7.950 1 .005N of Valid Cases 164a. 11 cells (55.0%) have expected count less than 5. The minimum expected count is .11.Here Sig value is >0.05So Null hypothesis is accepted,There is no relationship between Brand and Age.
  32. 32. Education * Brand CrosstabulationBrand TotalBournvita Boost Complan Horlicks OtherEducationSSC/HSCCount 4 0 1 0 0 5Expected Count 2.5 .1 .4 .7 1.3 5.0Under GraduateCount 10 0 0 2 2 14Expected Count 6.9 .2 1.2 2.0 3.7 14.0GraduateCount 27 1 9 13 26 76Expected Count 37.5 .9 6.5 11.1 19.9 76.0Post graduateCount 40 1 4 9 15 69Expected Count 34.1 .8 5.9 10.1 18.1 69.0TotalCount 81 2 14 24 43 164Expected Count 81.0 2.0 14.0 24.0 43.0 164.0Brand Vs Education
  33. 33. Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 15.743a 12 .203Likelihood Ratio 18.928 12 .090Linear-by-Linear Association .028 1 .866N of Valid Cases 164a. 11 cells (55.0%) have expected count less than 5. The minimum expected count is .06.Here Sig value is >0.05So Null hypothesis is accepted,There is no relationship between Brand and Education.
  34. 34. Income * Brand CrosstabulationBrand TotalBournvita Boost Complan Horlicks OtherIncomeLess than 1lacCount 43 1 5 10 14 73ExpectedCount36.1 .9 6.2 10.7 19.1 73.01-3lacCount 19 0 5 6 17 47ExpectedCount23.2 .6 4.0 6.9 12.3 47.03-5lacCount 10 1 1 4 6 22ExpectedCount10.9 .3 1.9 3.2 5.8 22.0More than 5lacCount 9 0 3 4 6 22ExpectedCount10.9 .3 1.9 3.2 5.8 22.0TotalCount 81 2 14 24 43 164ExpectedCount81.0 2.0 14.0 24.0 43.0 164.0Brand Vs Income
  35. 35. Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 10.618a 12 .562Likelihood Ratio 10.539 12 .569Linear-by-Linear Association 2.514 1 .113N of Valid Cases 164a. 9 cells (45.0%) have expected count less than 5. The minimum expected count is .27.Here Sig value is >0.05So Null hypothesis is accepted,There is no relationship between Brand and Income.
  36. 36.  Using health drinks is a popular practice among people for avariety of reasons. consumer consume one health drink with a frequency of oncein a day, twice in a day or more than twice in a day. Future research should identify if people of age group 20-25will continue to consume health drinks. Their perception about health drinks regarding taste, nutrition. Now a days the awareness about Biotech product are not verywell. There are 9% market of biotech products share , it means it hasgood potential to increase its market share for biotech productsuch as Yakult.Conclusion
  37. 37.  www.scrib.com articles.timesofindia.com www.yakuly.co.in Asian Journal of Food & Agro Industry https://www.google.co.in/#hl=en&safe=off&tbo=d&output=search&sclient=psy-ab&q=chi+square+table&oq=chi+&gs_l=hp.1.1.0i20l2j0l8.2031.3453.1.5619.4.4.0.0.0.0.190.724.0j4.4.0.les%3B..0.0...1c.1.SzszzGz2XX4&psj=1&bav=on.2,or.r_gc.r_pw.r_cp.r_qf.&bvm=bv.1355534169,d.bmk&fp=abe7578b7545eafb&bpcl=40096503&biw=1366&bih=608 http://www.nutritionj.com/about/access/#opendata http://www.studymode.com/essays/Market-Survey-Of-Traditional-Health-Drinks-593080.html http://answers.yahoo.com/question/index?qid=20080922192313AAcoWyqReferences
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