Market Survey of Traditional Health Drinks in Bangalore City

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  • Published : February 22, 2011
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Chapter 1

Executive Summary

Swasthya Food Products is a newly established organization which basically deals with the processed health food products which are related to health products. The company started business on Public-Private Partnership mode with the Bakery training unit of the University of Agricultural Sciences, Bangalore. The company has launched three new products, namely Ragi malt with a brand name of Magic malt, Swasthya Plus a health drink which suits for all ages and Gold 9 which is also a traditional Health drink which gives a real desi taste. All these three products purely contain different nutritious and sprouted grains. Swasthya company has also launched Instant Health Drink Vending Machine.

Market research is imperative for a company to know what type of products or services would be profitable to introduce in the market. Also with respect to its existing products in the market, good market research enables a company to know if it has been able to satisfy customer needs and whether any changes need to be made in the packaging, delivery or the product itself. This enables a company to formulate a viable marketing plan or measure the success of its existing plan.

The present study titled “Market Survey of Traditional Health Drinks in Bangalore Urban” was taken for the summer internship with the following objectives.

• To study the market potential of Malt based traditional health drinks

• To evaluate the consumer preference towards traditional health drinks

• To evaluate the preference of the installation of health drink vending machine.

• To study the consumer behavior towards Swasthya foods company products

With growing health awareness, many people have become selective about their diet and there is a marked preference for low calorie high protein food supplements. At the same time, poor people cannot afford costly energy food available in the market. Thus, there is a growing market for good quality health food if the prices are reasonable. In this regard traditional health drinks like ragi malt, health mix have good scope in the market because of their better nutritional value and affordable price. This study is centered about traditional health drinks like ragi malt, health mix…

The study was taken up in important targeted areas of Bangalore. During the study the researchers had interaction with sellers, consumers, top authorities of some major organizations and institutions like KSAMB, NABARD, BMTC,KSRTC, IRCTC, BEL, BHEL, Department of Agriculture and Department of Horticulture, etc…

The study was carried out with the survey of sellers and consumers. The overall study revealed that among all traditional Health drinks sold, Ragi malt accounted for maximum quantity followed by Health mix, Dia mix, Ragi rich and others. This is mainly due to the demand for Ragi malt is much higher than those of Health mix, Dia mix and others.

The result of the study revealed that RT nagar, Basavanagudi, Vasanthnagar, Sahakarnagar, Vijayanagar and Koramangala are the main areas in which the product types concentration is seen more and in the same way the concentration is seen less in the areas of Mathikere, Sadashivnagar, Jayanagar and others Among the available product type Ragi malt is the major product type which is found more in the shelves of retail shops. Manna is the leading ragi malt brand in these locations.

The result also revealed that consumer awareness on the traditional drink is about 79 percent but the awareness about the brands is negligible. The consumption percentage of the Traditional Health Drinks is 71 percent, among them 80 percent of the consumption is homemade Traditional Health Drinks like Ragimalt. The Regular, Ginger and Vanilla are mostly preferred by all the age group of respondents.

The study also deals with the survey regarding the preference for installation of the vending machine by the private...
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