Health.drinks.pro

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Health.drinks.pro

  1. 1. A Study on Consumer Perception of Health drinks & Factors influencing purchase intentions of leading brands Presented by Gopalakrishnan (MBA) 2010-2012
  2. 2. INTRODUCTION Energize, nourish & refresh !!! • Health Drinks Market in India: • Market Size: + 10 billion • GSK- Horlicks, Bournvita, Boost, Maltova commands 70% market share. • Used as Nutrition & Energy supplement by children & adults • Complan & Bournvita in chocolate flavors emphasized the significance of taste in the choice of health drinks among masses • Glucon-D, Ensure are the smaller players in the market
  3. 3. HEALTH DRINK BRANDS – A COMPARISON  HORLICKS ( GSK) • Comprises 14 vital nutrients(Vitamins & Minerals) • Initially targeted at growing children • Moved towards family nourishment • Junior Horlicks - 10% share  BOURNVITA ( Cadbury ) • Brown MFD makes up for nutritional deficiencies. • Increases the strength of milk • Promotes Mental & Physical fitness • Comprises unique Cadbury Taste.  BOOST (GSK) • Positioned as energy fuel • Strong association with children • Power Booster (Copper & Biotin ) • No 1 position in Brown HFDs. • First HFD to use celebrity Ads  COMPLAN • Positioned as Complete planned food – Leading Brown MFD • Superior to Milk with more nutrients • Commands a price premium as it provides maximum energy. • Target market: Children (4-14yrs )
  4. 4. RESEARCH METHODOLOGY • Research Problem: Objectives 1) Factors responsible for choosing a Health Drink Brand 2) Satisfaction level of consumers 3) Attitude of Consumers towards Health Drink Brands 4) Perception of consumers towards Health Drinks • Exploratory Research • Probability Sampling • Survey Method – Primary Data: Consumers Aged ( 25 - 45), healthcare experts. – Secondary Data: e-books, business Newspapers, Magazines etc.
  5. 5. SAMPLING DESIGN  Area of Survey: • Chembur, Vashi, Kurla, Ghatkopar etc.  Sample Size: • 100 consumers, 20 consumers online.  Demography of consumers: • Females: Age group (25-45 yrs) • Online respondents: Age group ( 20-50 yrs)
  6. 6. SURVEY FINDINGS (1) Factors for choosing a HFD Nutritional Benefits 15% Natural ingridients 8% Clinical Approval 20% Brand Image 7% Flavours 8% Price 12% Availability 2% Packaging 0% Reference groups 8% Celebrities choice 0% Discounts 0% x% of household expenses 0% Suitable alternatives 0% Taste 20% Thus, Clinical Approval, taste, Nutritional Benefits & price are the key factors considered important in Health drink purchase.
  7. 7. 2) In case of substantial price rise , would you continue with the same brand? (61%) have said that they would continue with the same brand , despite the price rise. The value generation involves the nutritional benefits, trust & taste which the consumers are not willing to risk by changing brands. Thus, price rise is not a limiting factor for regular users as much as it is for potential consumers. 0 10 20 30 40 50 60 No Yes May be
  8. 8. 3) Satisfaction Level of Consumers The Satisfaction Matrix reinforces the superiority of Horlicks over other brands. While Boost & Bournvita are competitive with chocolate taste providing the edge. high 75% medium 18% low 7% (Horlicks) high 42% Medium 19% low 39% (Bournvita) high 9% Medium 27% low 64% (Complan) high 46% Medium 18% low 36% (Boost)
  9. 9. 4) Factors creating positive attitude towards Horlicks in comparison to other brands. Availability, trust, nutritional benefits, Brand Image generates positive attitude towards Horlicks. However choice of flavors & price does not play a substantial role in choice of Horlicks. 0 5 10 15 20 25 30 Nutritional Benefits Clinical Approval Price Free gifts Brand Image Natural ingridients Availability
  10. 10. 5) Factors creating negative attitude towards Horlicks in comparison to other brands. Availability of substitutes, Lighter taste, Larger share as a % of Household Expenses triggers negative attitude towards Horlicks. 0 2 4 6 8 10 12 14 16 18 20 Celebrity appeal substitutes Packaging Taste Flavour % of household expenses
  11. 11. PERCEPTUAL MAP Horlicks is superior than the rest in terms of quality & brand image. However, it faces competition from Bournvita which is considered value for money product.. Boost & Complan compete on the taste platform, where the latter provides a complete family solution while boost provides the necessary energy fuel for growing children. Brand Image Quality Taste Price Bournvita Boost Horlicks Complan Maltova Viva Milo
  12. 12. RELATIONSHIP BETWEEN VARIABLES: Using Rank Fischer Correlation 1) Brand Image & Nutritional Benefits: 0.892 indicates very strong positive correlation 2) Brand Image & Price: 0.5 indicating positive correlation, yet insignificant. 3) Brand Image & Clinical Approval: 0.964 indicating high positive correlation. 4) Brand Image & Taste: 0.2857 indicates absence of correlation.
  13. 13. TESTING OF HYPOTHESIS  Null Hypothesis : Taste doesn’t have a substantial effect on customer satisfaction of HFD.  Alt Hypothesis : Taste does have a substantial effect on customer satisfaction of HFD. OBSERVATIONS & CALCULATIONS: From Table, Fcal = 1.264 & Ftab = 6.944 Since Fcal< Ftab, we accept the Null Hypothesis
  14. 14. CONCLUSION • Horlicks: Enjoys strong brand equity & acceptance among the consumers, however can improve its consumption by enhancing its usage by its preparation in water & using vending machines ensuring its presence in schools & offices . • Boost: It provides the necessary energy for growing children. However, it ranks low on clinical approval vis-à-vis its competitors. • Complan: It fairs the best in terms of taste, rich variety of flavors & a completely planned solution. It loses market share to Bournvita in terms of pricing. Its claims as being a substitute to food is not accepted well by the consumers. • Bournvita: It has gained considerable preference over its Cadbury Parentage. It is one of the steady performers. It increases the strength of milk. However, it lags behind Horlicks in HFD market . Bournvita needs to expand its product range to target different segments.
  15. 15. APPENDIX & BIBLIOGRAPHY  References:  Consumer Behaviour-Sciffman.  Marketing Management-Philip Kotler-edition 12e.  Magazines & Journals:  Business World  Marketing Mastermind  Business Today  Readers Digest  Newspapers:  Times of India  Economic Times  Websites:  www.gskindia.com  www.heinzindia.com  www.cadburyindia.com 
  16. 16. THANK YOU

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