Research Proposal on Consumer Decision Analysis for Purchase of Fruit Drinks

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SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT, PUNE

Research Proposal on Consumer Decision Analysis for Purchase of Fruit Drinks

Name : Protik Basu Specialisation: Marketing (MBA – II) Roll No. : 30164

Executive Summary
This project aims to find out the various factors influencing the consumer decision while making a purchase of a fruit drink in the age group of 19-30 in the city of Pune. Background talks about various factors that have led us to undertake this study and how and to whom this report will benefit. Objectives talks of types of data the research project will generate and how these data is relevant. A statement of value of information is also included in this section. Research approach gives a non technical description of the data collection method, measurement instrument, sample and analytical techniques. The beverage market in India is worth 2074.67 Million INR. Though the major portion of the market is still dominated by the carbonated soft drinks there is major shift towards the Juice segment. There was a growth of 31.52% in the Juice segment from 2007 to 2008. As a result of this phenomenal growth, a lot of competition has entered the market. A number of new brands have flooded the market. The competition from Indian beverages such as Sugarcane Juice, Buttermilk, and Fresh Juices etc has also captured a sizeable share of the market. Due to these changes in the beverage market there is a need to identify and evaluate the reasons for the shift in the consumer purchasing pattern. This study aims to determine the factors influencing the consumer decision while buying fruit drinks in the age group 19-30 in the city of Pune. I also need to study the factors that are now driving the consumer’s purchasing decision. Also, due to the increase in the competition there is a need to determine the awareness levels for the various brands amongst the consumers. With the availability of a number of channels of distribution for the beverages in India, I will also try to identify the most preferred shopping channel of beverages for a consumer.

Objectives.................................................................................... .................................1 Research Approach..........................................................................................................2 Data collection methods.................................................................................................2 Measurement Instruments:..............................................................................................2 Samples............................................................................................... .........................3 Analysis Techniques............................................................................................ .............3 Factor Analysis........................................................................................ ....................4 CrossTabs............................................................................................................. ......6 Correlation............................................................................... ................................11 Conclusion................................................................................................................. ..13 Annexure.................................................................................. ..................................14 Perceptual Maps:............................................................................................. ...........14 Questionnaire:.................................................................................. .........................24

Contents

Objectives
Primary research objective To determine the factors influencing the consumer decision while buying fruit drinks in the age group 17-30 in the city of Pune. Secondary research objective • • • • • • •

To determine the product attributes...
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