This document summarizes a student's summer internship project presentation on a study of consumer buying decisions for Dabur Real Fruit Juice in Agra, India. The student conducted surveys and interviews to understand factors influencing purchases. Key findings include that taste is most important, Dabur is the preferred brand, awareness of out-of-home products is high, and purchases are mostly from grocery stores for personal consumption or children. Recommendations center on packaging innovation, taste enhancement, strengthening distribution channels, price analysis, and product rotation. The study provides insights to help Dabur better understand consumer choices in Agra.

1. G.L. Bajaj Institute of Management & Research
PGDM Institute
Plot No. 2, Knowledge Park-III, Greater Noida
Session: PGDM/PGDM (General) 2022-24
Summer Internship Project Presentation
on
A Study on consumer buying decisions of Dabur Real Fruit Juice in
Agra
Presented by:
Dewanshi Paliwal
PGDM22021

2. SIP Company – Dabur India Limited
Location – Agra
Key Responsibilities:
• Increasing Distribution and value for
Dabur Real Out of Home (OOH)
Portfolio.
• Increase Numeric Distribution for
the company.
• Interacting with Retailers and
Wholesalers.

3. Introduction
&
Justification
of the Topic
• To analyze and understand the factors influencing
consumer buying decisions of Dabur Real Fruit Juice in
the Agra market.
• A study on the consumer buying decisions of Dabur Real
Fruit Juice in Agra can help the company to understand the
factors that influence consumers' choices.
• This study's significance lies in its potential to bridge the
gap between consumer expectations and product offerings.
• Insights gained from this study can aid Dabur in refining
its marketing strategies for Agra and potentially other
similar markets.
• This research can provide valuable information to other
beverage companies seeking to enter or expand in the Agra
market.

4. Justification of the Topic
It will help Dabur Real to
understand the factors that
influence consumers' choices of
fruit juices.
It will help Dabur Real to
identify new target markets and
develop new marketing
campaigns.
It will help Dabur Real to
improve its marketing and sales
strategies in Agra.
The study will be a valuable
contribution to the
understanding of consumer
buying decisions for fruit juices.

5. Objectives
of the
Study
• Identify the factors that influence
consumers' choices of fruit juices.
• Understand how the image of Dabur Real
Fruit Juice affects consumers' buying
decisions.
• Determine the reasons why consumers
choose Dabur Real Fruit Juice over other
brands.

6. Research
Methodology
Conducting a survey of a sample of consumers
in Agra.
The Survey was conducted online through
questionnaire.
Interviewing retailers and distributors of Dabur
Real Fruit Juice. *Analyzing the data collected
from the survey and interviews.
Drawing conclusions from the data analysis.

7. Data Analysis

10. Findings
• The most preferred juice brand other than Dabur Real Fruit Juice
is Tropicana, followed by B Naturals, Minute Maid, and Paper
Boat.
• Most of the respondents have an income of less than 20k.
• Taste & Flavor is the most important factor influencing the
respondents' purchase decision for real fruit juice.
• Dabur Real Fruit Juice is the most preferred brand among the
respondents.
• A majority of the respondents are aware of the Out of Home
Brand Products of Dabur Real Fruit Juice.
• Most of the respondents consume Dabur Real Fruit Juice several
times a week.
• Grocery Stores are the most preferred place to purchase Dabur
Real Fruit Juice.
• The respondents are more likely to purchase Dabur Real Fruit
Juice online than from Distributor Points.
• The respondents are more likely to purchase Dabur Real Fruit
Juice for personal consumption than for gifting.
• The respondents are more likely to purchase Dabur Real Fruit
Juice for their children than for themselves.

11. Recommendations & Suggestions
Packaging Innovation
Taste Enhancement
Strengthening Distribution Channels
Competitor Pricing Analysis
Product Rotation