This document summarizes a research study conducted by students at the Institute of Business Management, C.S.J.M. University in Kanpur, India on consumer preferences and consumption patterns of soft drinks and fruit juices. The study involved a survey of 100 respondents to understand their preferences, consumption frequency, purchase influences, and perceptions of soft drinks versus fruit juices. Key findings included that 57% preferred soft drinks while 43% preferred fruit juices, and advertisements were found to influence the purchase decisions of 67% of respondents.

1. INSTITUTE OF BUSINESSMANAGEMENT
C.S.J.M. UNIVERSITY, KANPUR
GUIDED BY:-
DR. SUDESH KR. SRIVATAVA
(FACULTY OF IBM)
SUBMITED BY:-
ABHISHEK AWASTHI
ABHISHEK GUPTA
AKSHAY PANDEY
ASHISH SHUKLA
PRASHANT GUPTA
RAJAT SINGH
VAIBHAV SAXENA9/4/2016 6:03:48 AM 1

3. BEVERAGE
• What is beverage?
A drink, or beverage, is a liquid specifically prepared for
human consumption. In addition to basic needs,
beverages form part of the culture of human society.
Types of beverage
 Alcoholic beverages
Non-Alcohol beverages
 Soft drinks
 Fruit juice
Hot beverages
Other

4. SOFT DRINKS
The name "soft drink" specifies a lack of alcohol by way of
contrast to the term "hard drink" and the term "drink",
the latter of which is nominally neutral but often carries
connotations of alcoholic content. Beverages like colas,
sparkling water, iced tea, lemonade, squash, and fruit are
among the most common types of soft drinks, while hot
chocolate, hot tea, coffee, milk, tap water, alcohol, and
milkshakes do not fall into this classification. Many
carbonated soft drinks are optionally available in versions
sweetened with sugars or with non-caloric sweeteners.

5. FRUIT JUICE
Juice is a liquid naturally contained in fruit or
vegetable tissue. Juice is prepared by
mechanically squeezing or macerating fresh fruits
or vegetables without the application of heat or
solvents. For example , orange juice is the liquid
extract of the fruit of the orange tree. Juice may
be prepared in the home from fresh fruits and
vegetables using 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 be
marketed in concentrate form, sometimes frozen,
requiring the user to add water to reconstitute
the liquid back to its "original state"

6. SOFT DRINKS INDUSTRY IN INDIA
 Soft Drinks in India industry profile provide top-line qualitative and
quantitative summary information including: market size. The profile
also contains descriptions of the leading players including key financial
metrics and analysis of competitive pressures within the market.
Essential resource for top-line data and analysis covering the India soft
drinks market.
 The soft drinks market consists of retail sale of bottled water,
carbonates, concentrates, functional drinks, juices, RTD tea and
coffee, and smoothies. However, the total market volume for soft
drinks market excludes the concentrates category. The market is
valued according to retail selling price (RSP) and includes any
applicable taxes. Any currency conversions used in the creation of this
report have been calculated using constant 2012 annual average
exchange rates. The Indian soft drinks market generated total
revenues of $3.8 billion in 2012, representing a compound annual
growth rate (CAGR) of 11% for the period spanning 2009-2012.

7. Consumer preferences is used primarily to
mean to select an option that has the greatest
anticipated value among a number of options
by the consumer in order to satisfy his/her
needs or desires. Preferences indicate choices
among neutral or more valued options
available. The preference of the consumer is
the result of their behavior they show during
searching, purchasing and disposing the
products.
CONSUMER PREFERENCES

8. INDIA
Appy Fizz by Parle
Campa Cola (popular Indian soda introduced in 1977)
Frooti (mango-flavoured drink from Parle Agro)
Juicila (Powdered Soft Drink Concentrate available in
Orange, Mango, Lemon, Cola, Masala, Jaljira )
Limca (lemon-lime soda)
Maaza (mango drink from Parle bought by Coca-Cola)
Rasna (powdered soft drink)
Real (fruite juice from Dabur)
Red bull (energy drink)
Thums Up (bought by coca cola)

9. MARKET
Juice industry is one of the growing sectors in
India that has attracted a number of players
Changing lifestyle of consumers and increase in
income levels have led to increased consumption
of juices
Many national and international brands are
entering the packaged fruit juice segment

10.  The organized fruit beverage market is
estimated at Rs.500 crore’s market.(Nectars,
drinks and juices combined).
 The market has grown at a 20% to 25% rate.
Of this, more expensive juices segment has
grown at rate of 40% this year.
 It accounted for only 15% of the fruit
beverage 3 years back.
 In –home consumption of juices has gone up
from 30%, three years back to80% today.
Mango based drinks account for two thirds of
fruit drinks industry.

11. PURPOSE OF THE STUDY
• The main aim of this research study is to
analyze the preference of people (of different
age groups) on consumption patterns of Soft
Drinks and Fruit Juices.
• To test the know-how of the consumers
regarding the various existing brands of soft
drinks and fruit juices

12. SCOPE OF THE STUDY
• This study is confined to the C.S.J.M.
university Kanpur.
• Seasonal drinks are not considered in the
study.
• We are not considering water & alcoholic
drinks.

13. DATA ANALYSIS & FINDINGS
Q1. What do you prefer to drink?
ANALYSIS:
From the survey it was found that amongst 100
respondents
57% of the respondents prefer Soft Drinks to drink.
43% of the respondents prefer Fruit Juices to drink.
Particulars No. of respondent Percentage
Soft Drinks 57 57%
Fruit Drinks 43 43%
Total 100 100%

14. Q2. Frequency of consumption of your preferred drink in a week?
SOFT DRINKS
 ANALYSIS:
 68% of the respondents consume Soft Drinks daily.
 42% of the respondents consume Soft Drinks 2-6 times.
 None of the respondents consume Soft Drinks more than 7 times.
Particulars No. of Respondents Percentage
Daily 58 58%
2-6 times 42 42%
Above 7 - -
Total 100 100%

15. FRUIT JUICES
ANALYSIS:
 52% of the respondents consume Fruit Juices daily.
 48% of the respondents consume Fruit Juices 2-6 times.
 None of the respondents consume Fruit Juices more than 7 times.
Particulars No. of Respondents Percentage
Daily 52 52%
2-6 times 48 48%
Above 7 0 -
Total 100 100%

16. Q3. On what occasions, do you often
consume the Soft Drinks?
 ANALYSIS:
 23% of the respondents consume Soft Drinks when they feel thirsty.
 30% of the respondents consume Soft Drinks at the time of
celebrations.
 47% of the respondents consume Soft Drinks without any reason.
Particulars No. of Respondents Percentage
Feeling Thirsty 23 23%
Parties / Celebrations 30 30%
Without any reason
(just like that) 47 47%
Total 100 100%

17. Q4. On what occasions, do you often
consume the Fruit Juices?
 ANALYSIS:
 18% of the respondents consume Fruit Juices when they feel thirsty.
 0% of the respondents consume Fruit Juices at the time of
celebrations.
 72% of the respondents consume Fruit Juices without any reason.
 10% of the respondents consume Fruit Juices on other occasions.
Particulars No. of Respondents Percentage
Feeling Thirsty 18 18%
Parties / Celebrations 0 0%
Without any reason
(just like that) 72 72%
Others 10 10%
Total 100 100%

18. Q5.What induces you to buy Soft Drinks?
ANALYSIS:
27% of the respondents consume soft drinks because of its price.
None of the respondents consume soft drinks because it is a health
drink.
9% of the respondents consume soft drinks because it is a status
symbol.
45% of the respondents consume soft drinks because of its taste.
19% of the respondents consume soft drinks because of its variety.
Particulars No. of Respondents Percentage
Price with quantity 27 27%
Health Drink 0 0%
Status symbol 9 9%
Taste 45 45%
Variety 19 19%
Total 100 100%

19. Q6. What induces you to buy Fruit Juices?
 ANALYSIS:
 5% of the respondents consume fruit juices because of its price.
 80% of the respondents consume fruit juices because it is a health drink.
 10% of the respondents consume fruit juices because it is a status symbol.
 None of the respondents consume fruit juices because of its taste.
 5% of the respondents consume fruit juices because of its variety.
Particulars No. of Respondents Percentage
Price with quantity 5 5%
Health Drink 80 80%
Status symbol 10 10%
Taste 0 0%
Variety 5 5%
Total 100 100%

20. Q7. How do you view Soft Drinks?
ANALYSIS:
None of the respondents view Soft Drinks as a health drink.
9% of the respondents view Soft Drinks as a status symbol.
82% of the respondents view Soft Drinks as an aid to put off
thirst
Particulars No. of Respondents Percentage
As a health drink 0 0%
As a status symbol 9 9%
As an aid to put off
thirst 82 82%
Any other 9 9%
Total 100 100%

21. Q8. How do you view Fruit Juices?
ANALYSIS:
100% of the respondents view Fruit Juices as a health drink.
None of the respondents view Fruit Juices as a status symbol.
None of the respondents view Fruit Juices as an aid to put off
thirst.
Particulars No. of Respondents Percentage
As a health drink 100 100%
As a status symbol 0 0%
As an aid to put off
thirst 0 0%
Any other 0 0%
Total 100 100%

22. Q9. Do advertisements affect your purchases?
ANALYSIS:
67% of the respondents think that advertisements
affect their purchases.
33% of the respondents think that advertisements do
not affect their purchases.
Particulars No. of Respondents Percentage
Yes 67 67%
No 33 33%
Total 100 100%

23. CONCLUSION
 Following are the concluding points taken into consideration after the
conduct of the research study:
 An important finding that emerged out of the survey was that 57%of people
like to have soft drinks while 43% go for juices.
 Through the research it was conveyed that weekly consumption of soft
drinks is higher than the weekly consumption of juices.
 A majority of the respondents consume soft drinks and fruit juices without
any reason.
 Most of the respondents consume soft drinks because of its taste.
 Most of the respondents consume fruit juices because it is healthy.
 As it is seen that canned Juices enjoys the largest market share though they
do contain some preservatives but majority of the respondents consider it
healthy.
 Most of the respondents view soft drinks as an aid to put off thirst and fruit
juice as a health drink.
 Most of the respondents (67%) were of the strong view that advertisements
affect their purchases and the rest (33%) were not at all affected by the
advertisements.

24. LIMITATIONS
• The study was confined to some areas of
university.
• ·Chances of some biasness could not be
eliminated.
• A Samples size of 100 has been use due to
time limitations.