Final Treport

8/16/2019 Final Treport

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Department of Management Sciences,Savitribai Phule Pune University

Beverages Industry - Trends, Consumer

Buying Behaviour, Perceptions and

Preferences

Industrial Project Report

Submitted By:

Omey ada!h "#$%&'(

)edar Patil "#$%%*(

Under the +uidance of ,

Prof Mr - + .oshi


2/20

Abstract

/he beverages sector in India has undergone significant transformation in the past

#* years /he carbonated and non0carbonated drin!s industry in India has gro1nnear about $' per cent annually and is projected to gro1 at similar rates 2ustomer

preferences are comple3 and it is imperative for retailers to study them today to

remain competitive /he objectives of this study are to identify the factors that affect

consumer preferences to1ards carbonated and non0carbonated drin!s /his survey

1as conducted to study the consumer preferences to1ards soft drin!s in Pune city

/he sample included students from DMS "PUM-( and other colleges in Pune /he

consumer preferences 1ere identified by a structured 4uestionnaire 1hich 1as

circulated using +oogle forms /he sales promotion mi3 factors such as Satisfaction

of mental thirst, Price and availability through ambassador promotion, Rela3ation

and refreshment on celebration, rand Positioning, Reliability and hygiene and /aste

1ere analysed /he study 1ill help the retailers and manufacturers of soft drin!s to

understand the underlying consumer preference factors and 1hich factors are most

li!ed by the customers of Pune city and help them to craft their mar!eting strategies

Profiling customers by their preferences provide more meaningful 1ays to identify

and understand various customer segments and mar!eting strategies


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Introduction

11 Bac!ground of Topic

1" #eed of Study

# /o !no1 the customer perceptions, e3pectations and preferences

& /o study the overall mar!et si5e and mar!et structure of the pac!aged drin!ing

1ater industry

% /o generate ne1 and innovative ideas to improve the industry

$ /o determine the problems associated 1ith the pac!aged drin!ing 1ater industry

in the mar!et and solving these problems

' /his report can be useful as a secondary data for pac!aged drin!ing 1ater

industry

6 /o !no1 the current and future scenario of pac!aged drin!ing 1ater industry

7 /o !no1 the mar!et position of different brands in pac!aged drin!ing 1ater

industry

8 to help and give suggestions to ne1 entrants in the pac!aged drin!ing 1ater

industry


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$evie% of &iterature

#( O//9:D ; SO9D< /=: S/OR> :=I?D OUR OS:SSIO? @I/= O//9:D

@-/:R

Peter = +leic!, @ashington, D2< 2oveloA9ondon< Island Press, &*##

'b(ective

/he boo! disciplinary boundaries and treat 1ater problems from multiple physical,social, political perspectives - hydrologist, a legal scholar, and an anthropology

specialist combine their e3pertise in their highly engaging treatment of the past,

present, and uncertain future of the Rio +rande /he boo! ottled and Sold moves

easily from the physical to social aspects of the gro1ing problem of bottled 1ater

-nother characteristic is that the intended audiences of the boo! need not have any

previous !no1ledge about 1ater resources, although their contents are also

instructive to specialists /he three boo!s are also similar in their overall high 4uality

and commitment to innovation and change in the substance and process of 1ater

resources decisions

Approach

ottled ; Sold< /he Story ehind Our Obsession @ith ottled @ater by Peter +leic!

sets a goal 1here Bthe 1orld moves to1ard sustainably managed fresh1ater

resources 1here every person on the planet has safe and reliable drin!ing 1ater,

ecosystems and communities all have their basic 1ater needs satisfied, and 1ater is

used efficiently and carefullyC "page #77( /hrough policy analysis that considers the

putative benefits of convenience, purity, and taste of bottled 1ater the real costs of energy to manufacture and transport bottles the added costs to collect and dispose

of used bottles and the uncertain and inade4uate regulations to protect bottled 1ater

4uality, +leic! concludes that improving public 1ater supply systems is the preferred

path1ay to the future he envisions @hile the author himself relies on rational

meansEends analysis, he readily recogni5es the po1er of framing tap 1ater as

un1holesome, socially constructing bottled 1ater as fashionable, and storytelling

1here bottled 1ater is the hero of 1eight0loss narratives Further, analysis alone is

recogni5ed as insufficient to change either regulatory policy or consumer demand

Political mobili5ation against bottled 1ater and the greening of some corporate


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brands, both of 1hich the boo! documents, are processes ta!ing place and to 1hich

this boo! clearly intends to contribute

Issue )ea*t +ith:-

/he customs and central e3cise department gave through its advertisements that

1as published in leading ne1spapers on February gave the follo1ing message

Drin! -erated drin!s and do social service

/he advertisement said that the central e3cise duty, 1hich is to the tune of Rs

G','*8 crore "paid bet1een -pril0 December &*#*(, consumers pay on aerated drin!

is used to meet the drin!ing 1ater re4uirements of millions It reads that H/he 2entral:3cise Duty you pay on aerated drin!s helps 4uench the thirst of millionsH0 it almost

seems that the more people drin! aerated drin!s, the more they are contributing

to1ards the society and doing a social service

indings

2onsumption of aerated drin!s is !no1n to have long term health impacts li!e

obesity, osteoporosis, gastronomic distress, calcium loss and !idney stones Obesity

in India has gro1n by &* per cent bet1een #GG8 and &**' and obesity increases the

ris! of diabetes, heart diseases, stro!e and high blood pressure

2S:s campaign bore fruit 1hen the government in .uly &**% decided to notify ne1

norms for pesticide residues in bottled 1ater /he norms state that pesticide residues

considered individually should not be more than ****# mgAlitre 1hile total pesticide

residues 1ere capped at not more than ****' mgAlitre


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$esearch ethodo*ogy

.1 Introduction

." $esearch Prob*em

.. $esearch 'b(ective

#( /o understand need to bring innovative changes in the mar!et of pac!aged drin!s

&( /o analyse e3pectations of customers from established brands

%( /o suggest ideas to a start0up company to evolve and survive in this mar!et

$( /o determine the mar!et share of current players and also to analyse 1hy

customers prefer a particular brand

'( /o suggest innovative changes in the design of bottle

./ )ata Source

Primary research consists of a collection of original primary data collected by the

researcher

oth primary as 1ell as secondary data 1as collected

/he primary data re4uired to !no1 consumer perceptions and e3pectations from

pac!aged drin!ing 1ater 1as collected in the form of +oogle form

/he +oogle form included 4uestions on various factors and replies from customers

1ere recorded

-round &** replies 1ere generated from the cities of Pune and ?asi!

/he output of the replies 1as dra1n and observations and conclusions 1ere noted

do1n for every 4uestion

Secondary data is data collected by someone other than the user

@e have collected secondary data from various sources li!e the internet

/he 1ebsites from 1hich 1e got the secondary data are 111valuenotesbi5,

111foodnavigator0asiacomA , articles from the ne1spapers li!e business standardand economic times

http://www.valuenotes.biz/http://www.foodnavigator-asia.com/http://www.foodnavigator-asia.com/http://www.valuenotes.biz/


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.0 &imitation of the Study

Some of the prominent limitations of our research can be attributed to follo1ing t1omain points<#( /he innovative ideas suggested based on primary research conducted on &**people only&( /he suggestions suite start0up companies preferably than bigger brands%( Data based on consumers of Pune and ?asi! onlyIs preferably than bigger brands

# uestionnaires 0 /hese can be both 4uantitative and 4ualitative methodsdepending on 1hether open "4uall( or closed "4uant( 4uestions 1ere as!ed /hemain limitations are<

0 -ns1ers tend to be limited in information 1hich can result in lo1 validity0 Possibly a small and unrepresentative sample0 uestions may not be fully understood by those ans1ering them

& Intervie1s 0 /hese tend to result in 4ualitative data as intervie1ees are free toans1er ho1ever they so 1ish, 1ith 1ords /his 1ill usually be transcribed and doesnot tend to form numbers /he main limitations of intervie1s are<

0 /hey are very time consuming0 uestions need to be pre0planned so that all participants are as!ed the same

4uestions0 =aving the intervie1er present may influence the ans1ers given0 Often the samples are too small to be representative

)ata Ana*ysis and Interpretation

/1 Introduction


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/his process generally follo1s data entry and tabulation /he process of convertinginformation from 4uestionnaires so as to manipulate and analysis is referring to asdata preparation@hile conducting the research, presentation of data is an important stage thecollected data should be interpret correctly so as to reach out at proper conclusion

/hus data collected must be edited and tabulated into statistical from on the basis of 4uestionnaires and intervie1sMicrosoft :3cel 1as used for data preparation and data tabulation in one01aytabulation /abulation is the process of counting the number of observation thatclassified into various categories One 1ay tabulation sho1s the number of respondent 1ho gives ans1er to each 4uestion of 4uestionnaires and intervie1It is actually a set of method and techni4ues that can used to obtain information andinsight from the data/able sho1ing response tabulation and fre4uency for each 4uestion follo1 it/he interpretation dra1n from the table has been discussed

/" $esearch ana*ysis

Survey uestionnaire

+hat you *i!e to drin! %hen you are thirsty23re4uired• Plain @ater

• Mineral @ater

• 2old Drin!

• Fruit .uice

•

Mil!y Drin!s

+hat you e5pect the most %hen you buy a %ater bott*e23$e4uired Rate from #0' "#0most

important '0least important(


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# & % $ '

2leanliness

-ttractive

Pac!aging/aste

:ase toUse

2hilled9evel

+hich brand you %i** prefer %hen thirsty23re4uired• isleri

• -4uafina

• =imalaya

• )inley

• ailey

• O3yrich

• Other<

+hat is your main concern %ith conventiona* pac!aged drin!ing %ater bott*es23re4uired• ?ot easy to hold

• Dripping 1ater from outer surface of chilled bottle

•

ig opening, uneasy to drin!

• Difficulty to drin! 1hile driving

• Difficulty to dispose the empty bottle

+hat do you do %ith the empty bott*es23re4uired•

Dispose


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• Reuse for refrigerator

• Reuse for other necessities "fuels, floor cleaners, other li4uids etc(

)o you e5pect some other a*ternatives to conventiona* bott*es23re4uired• >es

• ?o

)o you prefer f*avoured %ater to drin!23re4uired

• ?ever

• Rarely

• Occasionally

• @henever offeredA seen on shops

• -l1ays searching for branded flavours

)o you e5pect your drin!ing %ater to be added %ith energy additives23re4uired• >es

• ?o

Specify any other re4uirements6 e5pectations from pac!aged drin!ing %ater brands3$e4uired


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Ana*ysis and resu*ts

17

"7


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.7

/7


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07

87


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97


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7

;7

1


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117


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1"7

ar!eting Suggestions to a start-up company

ar!eting Strategies

J Price based mar!eting strategy

J Price lesser than competitors

J etter credits to distributors than competitors

J etter margins to retailers than competitors

J )ifferentiation based mar!eting strategy

J Fle3i pouch pac!aging for easy to use and dispose

J Stra1s 1ith cup pac!aging for easy to drin! in events

J Refill and door delivery of clean ; hygienic &*ltr jars

Advertising


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J Socia* media

J Faceboo!, /1itter, Instagram, @hatsapp, =i!e, >ou/ube

J $adio

J -ll radio channels

J Print media

J Marathi, =indi ; :nglish ne1spapers, maga5ines and periodicals, pamphlets,

short message banners

J @ord of mouth through jar customers

Sa*es and )istribution

J Sa*es to:

J Retail shops

J /heatres, malls, restaurants, lounges

J School, colleges ; Institutions

J 2ommercial comple3es ; corporate offices

J )istribution through:

J /hird party logistic support

J Daily ; 1ee!ly delivery schedules

J uy bac! policies to return empty jars ; unsold material


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Conc*usion

81 Conc*usion

Follo1ing conclusions can be dra1n from this research<

J /here is a need for change in design of pac!aged drin!ing 1ater bottles

J :asily disposable material for bottles is the demand of customer

J Drin!ing 1ater 1hile travelling needs to be made easier

J ottles 1ith smaller openings may be accepted

2ompressible bottles 1ith variable opening "diameter( is the area to research ;

innovate

8" Bib*iography

pbrcoinAmarch&*#$A#%pdf


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