Health Drink Report

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BUSINESS RESEARCH METHODS PROJECT
ON

HEALTH FOOD DRINKS

TABLE OF CONTENTS

1.Problem Definition…………………………………………………………………....4 1.1.Background……………………………………………………………………4 1.2.Statement………………………………………………………………...........4

2.Literature Review………………………………………………………......................5

3.Approach to the problem……………………………………………………........ …11

4.Research design...........................................................................................................13 4.1.Preliminary investigation…………………………………………………….14 4.2.Collection of Quantitative Data……………………………………………...14 4.2.1.Measurement and Scaling Procedures

4.2.2.Questionnaire Design
4.2.3.Survey
4.3.Sampling Process………………………………………………….................15 4.3.1.Target population
4.3.2.Sample Size
4.3.3.Sampling technique

5.Fieldwork………………….…………………………………………………………15

6.Data Interpretation and analysis ……………………………………………………..16 6.1.Data Analysis Plan…………….……………………………………………16 6.2.Methodology………………………………………………………………..18 6.3.Analysis and Interpretation………….......………………………………… 19

7.Results ……………………………………………………………………………….28

8.Limitations and caveats ………………………….…………………………………..29

9.Exhibits………………………………………………………………………………31

10.References……………………………………………………………………………54

LIST OF EXHIBITS

Exhibit 1: T-test on the influencing factors ……………………………………………..31 Exhibit 2: T-test on the influencing factors in families with kids ……………………….31 Exhibit 3: T-test on importance of product attributes …………………………………...32 Exhibit 4: One way Anova of product attributes vs different income groups…………..33 Exhibit 5: One way Anova of product attributes vs different education groups………..34 Exhibit 6: One way Anova of product attributes vs different age groups………………35 Exhibit 7: One way Anova of product attributes vs different family size groups……….37 Exhibit 8: Factor Analysis of Product Attributes/Considerations……………………….38 Exhibit 9: Cluster Analysis on Demographic Variables…………………………………41 Exhibit 10: T-test of different brands on different product attributes……………………41 Exhibit 11: Overall Perceptual Map……………………………………………………..45 Exhibit 12: Value-Seekers Perceptual Map……………………………………………...46 Exhibit 13: Quality-Seekers Perceptual Map…………………………………………….47 Exhibit 14: Anova test for checking brand loyalty of different brands………………….48 Exhibit 15: Brand Personality Map………………………………………………………49 Questionnaire…………………………………………………………………………….50

I. PROBLEM DEFINITION
________________________________________
1.1 Background

India, the world’s largest malt-based drinks market, accounts for 22% of the world’s retail volume sales. These drinks are traditionally consumed as milk substitutes and marketed as a nutritious drink, mainly consumed by the old, the young and the sick. The Health food drinks category consists of white drinks and brown drinks. South and East India are large markets for these drinks, accounting for the largest proportion of all India sales. The total market is placed at about 90,000 ton and is estimated to be growing at about 4%. These Malt beverages, though, are still an urban phenomenon. White drinks account for almost two-thirds of the market. GSK Consumer Healthcare is the market leader in the white malt beverages category with a 60.7% overall market share. Heinz’s Complan comes in second (in this segment, third overall) with a market share of 12-13%. Market leader GSK also owns other brands such as Boost, Maltova and Viva. Currently, brown drinks (which are cocoa-based) continue to grow at the expense of white drinks like Horlicks and Complan. The share of brown drinks has increased from about 32% to 35% over the last five years. Cadbury’s Bournvita is the leader in the brown drink segment with a market share of around 15%. Other significant players are Nestlé’s Milo and GCMMF’s Nutramul.

1.2 Problem Statement

The project had been undertaken with an objective to understand the customer behaviour in the “Health...
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