Detailed study on consumer preference of milk based beverages like flavoured milk, buttermilk, lassi over carbonated beverages.

1. Consumer Preference Study:
Carbonated vs Milk based beverages
Mehsana Milk Shed Area
Submitted by:
Himanshu Agarwal
Subrata Bagchi

2. Objectives of the study
• To find the underlying factors affecting the purchasing behavior of
consumers.
• To identify the market gap between carbonated and milk based
beverages.
• To identify the target segment for milk based beverages.

3. Scope of the study
• The scope of this study was restricted to the analysis of consumer
preference, perception and consumption pattern towards carbonated
and milk based beverages. It do not suggest any new product.
• It also identifies present market gap and target segment for milk
based beverages.
• This study was restricted to Mahesana milk shed area which includes
Mahesana, Kalol, Kadi, Mansa and Patan.

4. Research methodology
• Total sample size is 300
• Sample size taken in Mahesana is 100
• Kadi, Kalol, Mansa and Patan each has a sample size of 50.
• Convenient sampling is used.
• Primary data with the help of Questionnaire based survey

5. Research methodology contd..
• Descriptive statistics and frequency analysis are carried out to draw
meaningful interpretations.
• Cluster analysis to identify target segment for milk based beverages.
• Factor analysis to identify the factors depicting consumption pattern of
beverages.
• Chi square test is applied to evaluate significant difference between
different age groups, gender, education, native place and income level and
consumer preference of beverages

6. Limitations of the study
• Due to limited time frame, sample size is only 300 which may not
cover the whole population.
• The information collected pertains to July 2015, hence there is a
possibility of biasness in consumer’s responses due to season
fluctuations.

7. DEMOGRAPHIC ANALYSIS

8. Word Cloud

9. Demographic Variables
• Age
• Gender
• Marital Status
• Education
• Native Place
• Monthly Income
• Occupation
• Job Nature

10. Composition of respondents
Minor
14%
Youngsters
27%
Middle_Aged
25%
Upper_Middle_
Aged
19%
Senior
15%
Age Group Composition
Minor Youngsters Middle_Aged Upper_Middle_Aged Senior
Male
63%
Female
37%
Participant Frequency
Male Female

11. Education and Occupation Distribution
Primary
8%
Secondary
16%
Senior_Seco
ndary
29%
Graduate
44%
Post_Gradu
ate
3%
Participant Frequency of education
groups
Primary Secondary Senior_Secondary
Graduate Post_Graduate
Student
34%
Self_Employed
36%
Salaried
15%
Housewife
14%
None
1%
Participants frequency in Occupation
groups
Student Self_Employed Salaried Housewife None

12. <15000
60%
15000-25000
19%
25000-40000
13%
40000-60000
5%
>60000
3%
FREQUENCY DISTRIBUTION OF
INCOME GROUPS
Metro
1%
Tier 2
8%
Tier 3
27%
Rural
64%
Frequency distribution on native
place type
Metro Tier 2 Tier 3 Rural
Metro: Ahmedabad
Tier 2: Vadodara
Tier 3: Mahesana, Patan
Tier 4: Kadi, Kalol, Mansa

13. DATA ANALYSIS

14. How we have started the questionnaire…..

15. Market gap of milk beverages against
carbonated drinks
Carbonated, 47.3
Milk Based, 52.7
OVERALL PREFERENCE OF BEVERAGE
*Consumers are more biased towards butter milk and lassi rather than flavoured milk

17. Relationship between age and consumer preference of beverage
Null hypothesis: There is no significant relationship between age and consumer
preference of beverages.
Chi Square test result: Null hypothesis rejected

18. Education and beverage preference
Null hypothesis: There is no significant relationship between education and
consumer preference of beverages.
Chi Square test result: Null hypothesis rejected

19. Occupation and beverage preference
Null hypothesis: There is no significant relationship between occupation and
consumer preference of beverages.
Chi Square test result: Null hypothesis rejected

20. Income and beverage preference
Null hypothesis: There is no significant relationship between income and consumer
preference of beverages.
Chi Square test result: Null hypothesis rejected

21. Mean plot of actual beverage preference and rating of beverages

22. Consumer choice of beverage and preferred time

23. Purchase frequency of beverages according to age group

24. Purchase frequency of beverages according to occupation

25. Purchase frequency of beverages according to income level

26. CLUSTER ANALYSIS

27. Cluster Characteristics
• Cluster 1: Prefer carbonated beverages because of its easy Availability, Brand Value and
Advertisement in televisions and other forms. Prefer milk based beverages keeping in mind
the taste factor and the health benefits that they would derive out of its consumption.
• Cluster 2: Prefer carbonated beverages are only preferred on the grounds of their thirst
quenching reason and seasonal influence. Prefer to take milk based beverages keeping in
mind the taste factor and the health benefits.
• Cluster 3: Prefer milk based beverages enjoys consumer preference only on the basis of the
health benefit factor. Prefer carbonated beverages enjoy consumer preference due several
other factor like the status symbol, Brand Reputation, Seasonal influence and Thirst
Quenching Factor.

28. Thirst Quenching
Parties&Celebrations
Health Taste
Brand Value
Availability
Advertisement
Carbonated
Milk Based
-.300
-.200
-.100
.000
.100
.200
.300
.400
.500
.600
.700
-1.000 -.800 -.600 -.400 -.200 .000 .200 .400 .600 .800 1.000
AXISTITLE
AXIS TITLE
PERCEPTUAL MAP_CLUSTER 1

29. Thirst_Quenching
Taste
Availability
Season
Health
Carbonated
Milk Based
-.800
-.600
-.400
-.200
.000
.200
.400
.600
.800
-1.000 -.800 -.600 -.400 -.200 .000 .200 .400 .600 .800 1.000
AXISTITLE
AXIS TITLE
PERCEPTUAL MAP_CLUSTER 2

30. Thirst_Quenching
Health
Advertisement
Season
Parties
Status
Brand
Carbonated
Milk Based
-.400
-.200
.000
.200
.400
.600
.800
1.000
-1.000 -.800 -.600 -.400 -.200 .000 .200 .400 .600 .800 1.000
AXISTITLE
AXIS TITLE
PERCEPTUAL MAP_CLUSTER 3

31. Recommendations
• 24.3% consumers prefer the milk based beverage on a daily basis: Their needs should be
satisfied by providing enough outlets in their proximity.
• As thirst and refreshment are key triggers of the purchase, the final objective of the
communication plan will be to provide this reassurance that the product does indeed quench the
thirst, this can be achieved through proper advertisement strategies.
• From the purchase frequency and occupation relation data it is evident that 53.5 % females
prefer to take milk beverages once in a week, precisely when they go to shopping: Hence by
increasing retail presence of the products, this market can be catered.
• It has also been revealed that milk based beverages are impulse products: Increasing visibility of
the product line through advertisements and shelf space would help in increasing the product
awareness and sales volume.

32. Recommendations…
• 55.8% of the minors who are mostly school going children and 21% of youngsters prefer to take
milk based beverages on a daily basis: It is suggested that presence of milk beverages in school
and college canteen should be ensured. Portable outlets outside the campus would help to
generate sales.
• Improved distribution channel would help to increase the availability of the products. Increasing
the number of outlets, preferably at strategic locations would help in increasing the sales.
• Since our target segment is aged between 15-25 years, therefore, an effective strategy to build
branding is to communicate at this target group in ways that present a fun and social image. This
could be achieved through viral marketing over the internet, having special clubs on Facebook
and other social media channels.