Consumer Behavior

Tanveer Farooq 7509Rafay Farooqi

Sanam Habib JungPalwasha Bashir

Wajeeha Khan

Rooh Afza

History of Growth The Delhi-based Hamdard (Wakf) Laboratories, which

owns the Rooh Afza brand was founded exactly a century back in 1907

The setting up of modern laboratories and subjecting the various drugs to laboratory tests brought the Unani system of medicine on modern, scientific lines for the first time.

In 1940 Hakim Mohammad Said joined Hamdard and after the creation of Pakistan in 1947 at the age of 29 migrated to Pakistan, and in 1948 he established Hamdard Pakistan in Karachi on a modest scale. Hakim Said was a man of determination and rare qualities.

MISSION STATEMENTThe mission statement of the

organization clearly describes its reason for being, i.e;› To preserve & promote eastern system of

Medicine,› To establish the principles of pharmacy, its

furtherance & standardization,› To teach & publicize the principles of

health, hygiene & medical sciences,› And through these, to serve the people

selflessly

Brand Vision

A good quality Syrup not only quenching the thirst but also refreshing body and soul to provide ultimate satisfaction to

all consumers, enhancing their confidence.

INGREDIENTS

The contents of Rooh Afza are as follows:

Refined sugar. Distilled aqua extracts of fruits. Herbs. Keora. Citrus flowers. Rose. Red food Colour. Preservatives.

ROOH AFZA IN A NUT SHELL

Rooh Afza has many more therapeutic and nutritional qualities, the important ones of which are:

  Rooh Afza as nutrient: In the form of invert sugar, glucose and fructose.   Rooh Afza for essential electrolytes: In the form of sodium, potassium,

magnesium, calcium, chloride and phosphate.   Rooh Afza for retention of body water: Has the ability to maintain and

finally adjust the body's water balance due to the presence of electrolytes in balanced quantity.

  Rooh Afza's medicinal properties: Stimulates and correct the function of

the heart, liver and kidney and check vomiting, diarrhoea, indigestion and stomachache.

  Rooh Afza's soothing and refreshing properties: Acts on the central

nervous system and the rest of the body providing internal relief.

ROOH AFZA - WHEN TO USE

COMPETITOR ANALYSIS

MARKETING MIX (4Ps) Product Placement Price Promotion

› Tv› Radio› Newspaper› Digital Marketing

Youtube Facebook Fanpage

WORLD RECOGNITION AWARD

In 2007, Saveur magazine of USA, that is a world-renowned authority on food & leisure, has published a well-researched Saveur 100 list according to which Rooh Afza is the 10th most favourite brand on earth. It also used the title “Heavenly Elixir” for Rooh Afza owing to its quality fineness and excellence

SWOT Analysis

Strengths › A popular summer drink that quenches

thirst, maintains the water-electrolyte balance, and acts as an instant source of energy for the body.

› It is a type of UNANI medicine which has zero side effects.

› It acts as a coolant and enhances resistance towards diseases.

› It is recommended by some doctors for weak and old people.

weaknesses› Company’s inability to maintain sales

varying with seasons e.g. low sale of Rooh Afza in winters.

› Threats› Seasonal variations in sales› Competitors› Ever changing customer preferences like,

now customers ask for convenience› Ever changing external environment.

OPPORTUNITIES› As Rooh Afza is inexpensive compared to

other beverages, it can generate huge demand and the revenue accordingly.

› Population is increasing by a considerable rate per year, giving us another opportunity to increase the market share.

› Rooh Afza has a supreme brand image in people’s mind, it can go for line extension and enter the category of pure juices and milk for instance.

THREATS› The biggest threat for Rooh Afza has

always been the competitors in the industry.

› Prices and the inflation rate is increasing day by day , this reduces the purchasing power of the customer and the lower income groups could find it difficult to afford Rooh Afza which would directly leave a negative impact on the revenue.

Finding

SECTION A

Section A is more general and aim to provide us with general and non specific information where as Section B have questions related to our product i.e.

Rooh Afza only

This shows the variety of consumers we selected for our research project where the percentage of housewives is 49%. The reason for

selecting housewives more because housewives have better insight about Rooh Afza since its an household product.

Consumers

30%

12%49%

9%

professionals

Unemployed

Students

Housewives

Q1. Income

Q2. Family size

Most of the participants fall in the range of 5-10 members in a family. This gives a better idea about the product usage at home

because of family members rather than a person living alone.

Family Size

38%

59%

2%

1%

Below 5

5 to 10

10 to 15

Above 15

Q3. Drinks/juices that you consumed most?

Nestle juices and drinks are the most consumed drink in our research that is 36% of consumption followed by Coke that is 27% and Pepsi 18%.This result shows

that consumer is becoming more health conscious and would like to go for drinks that is rather natural and 100% healthy.

Drinks consumed

36%

5%

18%

27%

14%0%

Nestle

Shezan

Pepsi

Coke

Tang

Others

Q4. What are the factors that affect choice of your drink?

According to consumers the most important factor before buying any product is Taste that is 28% of the people.

The second most important factor is the price factor. third factor is quality which is also seek by the consumer. Family preferences has also emerged as a strong reason for consumers before buying any product.

18%

4%

3%0%

17%

21%

27%

0%10%

0%

Factors affecting choice of drink

Quality

Advertising

Brand Image

Cultural Values

Family PreferencePrice

Q5. Which drink quench thirst?

35% of the consumers here think that fruit juices quenches the thirst where as 28% of the people also think that Water (Others) is the only drink that quenches the thirst.

Which drink quench thirst?

35%

21%

16%

28%

Fruit Juices

Soft Drinks

Sharbat

Others

Q6. What is the first drink name that comes to your mind when you see a red drink?

This question has divided our consumer into 3 different choice categories with the strongest being Red Bull – the western energy drink which was

followed by Red- Sting (the pepsi co energy drink) and Rooh Afza held on to a modest 18% of recalls for red color drink.

First thing that comes to your mind when you see a red drink?

18%

28%43%

3%

3%

1%

4%

Rooh Afza

Sting

Red bull

Wine

Vimto

Jam-e-Shirin

Shani

SECTION BQ.7 Are you aware of Rooh Afza (Drink of the east)

Rooh afza’s brand recognition is 100% which is not very surprising because the product is in the market for more than 100 years and is a product which is a symbol eastern cultural heritage.

Are you aware of Rooh Afza?

100%

0%

Yes

No

Q8. Do you drink Rooh afza? (If no, please don’t proceed)

Do you drink Rooh Afza?

81%

19%

Yes

No

Q9. How often do you drink Rooh Afza?

As expected the result shows that the consumers are consuming Rooh Afza more in the traditional holy festives such as Ramadan, Eid Milad un nabi

etc.

How often do you drink Rooh Afza?13%

20%

44%

23%

Very Often

Often

Occassionaly

Rarely

Q10. How do you find Rooh Afza?

In the response to this question the consumer showed that they are relatively happy with Rooh Afza as a strong 52% of the people find Rooh afza good

while the rest were either extremely happy with it and there were few who don’t like Rooh afza much.

How do you find it?

52%

17%

8%

23%

Good

Better

Best

Just ok

Q11. How much are you satisfied with Rooh Afza?

Satisfaction level for Rooh Afza turned out to be good as most of the people find Rooh Afza as

satisfying or extremely satisfying/

How much are you satisfied with Rooh Afza?

22%

59%

13%

6%

Very much

Just satisfied

Not much

Dissatisfied

Q12.What should be changed in Rooh Afza?

49% of the people think the packaging of Rooh Afza should be changed although this packaging is air tight, keep Rooh Afza fresh

and this bottle doesn’t break either. This shows that people are looking more for auethetic and good looking bottle.

What should be changed in Rooh Afza?

49%

21%

2%

28%

Packaging

Flavor

Color

No change

Q 13 Do you think Rooh Afza is healthy?

Surprisingly a lot of consumer were of the view that Rooh is healthy which shows consumers perception of Rooh afza in health perspective.

Do you think Rooh Afza is healthy?

43%

24%

33%

Yes

No

Don’t know

Q14. What is the basic thing that you like about Rooh Afza?

The result here shows that the consumers just love the taste of Rooh Afza which shouldn’t be altered at any cost. Where as 21% of the

consumer love everything about Rooh and doesn’t want to change anything in it.

What is the basic thing that you like about Rooh Afza?

52%

6%

7%

4%

21%

10%

Taste

Color

Contents

After affects

Everything

Nothing

Q15. Would you buy Rooh Afza more if it was a ready drink?

This question was asked to check the response of the consumers whether the new Rooh afza would be able to capture the ready drink market or not.

But we got here is that many consumer that is 41% of the consumer said that they would buy Rooh Afza more if it was a ready drink.

Would you buy Rooh Afza more If it was a ready drink?

41%

33%

26%

Yes

No

I guess

Q16. Do you think Rooh Afza is an energy drink?

This was not shocking because before conducting a research on Rooh Afza, we knew that not many people know about Rooh afza being Pakistani energy drink. But it is called the drink of the summer because it gives you energy because of its medicinal ingredients in fact there are consumers who like

to drink Rooh Afza with milk to get energy from it.

Do you drink Rooh Afza is an energy drink?

35%

65%

Yes

No

Q17 Do you drink Rooh Afza only during the cultural festivals?

As expected that most of the consumers i.e. 73# of the people consume Rooh afza only during cultural festivals that is

Ramadan, milad un nabi etc.

Do you drink Rooh Afza only during cultural festivals?

73%

27%

Yes

No

Q18 If yes, why do you drink it only during the cultural festivals? Or if no then

why do you drink it? Because,

Our research proved that most of the people i.e. 31% consume Rooh Afza during cultural festivals because their family consumes it at

that time of event. Where as 28% of the people consume Rooh Afza (during or not during cultural events) because they love Rooh afza

You drink Rooh Afza because..

28%

13%

21%

31%

7%

I love it

Of cultural values

Its healthy

My family drinks it

I don’t know,I just drink it

RECOMMENDATIONS As it comes under the category of energy drink and has no side effects apart from

other energy drinks like red bull contains caffeine. The Drink has lots of benefits but due to some drawbacks Rooh Afza has become a restricted selling product.

A great number of the people think taste does matter. So the taste should never be changed.

The alteration they want in Rooh Afza is the major draw back i.e., its packaging. 49% of the people want the packaging to be changed only. The packaging should be aesthetic and beautiful

It increases the level of glucose in the body which makes consumer energetic so its one of the healthiest energy drinks that is why Hamdard should also position Rooh afza as a healthy drink and also because the people are now becoming more healthy conscious.

It comes under the category of low priced drinks and it is cheaper than its competitor mainly because Hamdard is a non profit organization and works for the welfare of people so Rooh afza’s prices should always be maintained.

It recognized as Ramadan drink perception of the people plus it gives instant energy. This position has lead rooh afza to uncountable years of bumper sales esp during the month of Ramadan and it is still doing it. This positioning is a million dollar asset of the company so it should be handled with care.