1. Presented ByMARKET RESEARCHON HEALTH DRINKS IN INDIA.
2. Introduction A Health Drink is an item that, when used,
willrestore a small amount of health. Indian health drinks market
is still in its infancydue to the lack of awareness among
thepopulation. GlaxoSmithkline (GSK) with four brands -Horlicks,
Boost, Viva and Maltova - is the leaderin Indian health drink
market. Complan, GluconDfrom Heinz India and Cadbury Indias
Bournvitaare also popular among the Indian health drinkbrands.
3. South and East India are large markets for thesedrinks,
accounting for the largest proportion of allIndia sales. The total
market is placed at about90,000 ton and is estimated to be growing
atabout 4%. This paper deals with the customers behaviortowards the
Health Food Drinks category.
4. Major Players In The Indian Market
5. Research methodology Research design- To analyze the buying
behavior ofcustomers descriptive research design was used.Primary
data was collected with the help of closeended questionnaire.
Sample Design- Our target population involves theusers, deciders
and buyers of Health Drinks. Theusers include the young population
with age groupranging from 21-25 years. The total sample size is101
included students and employed population.
6. Analysis & Interpretations Age :For market survey of
health drink age group was takenfrom 20 years to 25 years. Gender
:63 of respondents were maleand 38 female out of 101.
MALE62%FEMALE38%
7. Maximum numberof respondent(50%) were PGand rest
wereGraduate orundergraduate. Education
:HSC24UG4Graduate23PG50
8. Factors affecting selection :Analysis ofsurvey datashows
that mostof therespondent wereaffected bybrand and
taste.422118190%Brand Taste Benefit composition
9. Income14%11%25%50%0 -
1,00,0001,00,0003,00,0003,00,0005,00,0005,00,000 andabove.Out of
the totalrespondents14% were ofincome below 1lakh , 11% wereof 1 to
3 lakh25% were of 3to 5 lakh andrest i.e 50 %were havingincome
about 5lakh or more. AdvertisementYES45%NO33%MAYBE22%45 % of
therespondent agreesthat advertisementhas impact on theirchoice of
selection ofbrand.
10. Occupation65%25%2%8%StudentEmployedHosewifeOtherAs age
groupwasdefined, most ofthe respondentwere students(65%) , 25%
wasemployed , 2%housewives andrest were others.
11. Buying
Location21%10%32%37%SUPERMARKETMEDICALSTOREGENERALSTOREANY STOREWe
asked for thebuying locationpreference ofrespondent , resultof
survey showsthat most ofcustomer buyshealth drink fromany store
(37%) orgeneral store (32%).
12. Brand
Preference40%22%12%16%10%BOURNVITACOMPLANBOOSTHORLICKSOTHERSAmong
all the top fivebrands i.e.Boost, Bournvita, Complan, Horlicks etc;
thebrand at first place isBournvita with thelargest market
share40%.Complan is at thesecond place with marketshare 22 % and
Horlicksand Boost are at nextpositions with 16% and12 %
respectively.
13. The findings of the study of customer buying behaviorin
Health Drink states that among all the fivebrands, the brand at
first place is Bournvita with thelargest market share 41%.Complan
is at the secondplace with market share 22 % and Horlicks and
Boostare at next positions.The result shows that there is
nosignificant impact of factor such as gender andeducation on
purchase of health drinks but there isimpact of income on choice of
health drinks. Agetaken in survey for sampling size was 21 to 24.
Health drink are useful for health and most of therespondent
consumes health drinks of differentbrands..Conclusion
14. There should be more awareness about healthdrinks through
advertisements since respondentswere not sure about concept of
health drink. New entrant can occupy considerable market sharein
health drink market. Aggressive advertisement can increase
marketshare. Effective rural marketing can also increase
theconsumption of health drink in India as most of thepopulation
lives in rural areas.Recommendations
15. References Reichheld, Frederick (1966). The Loyalty Effect.
Boston, MA:Harvard Business School Press. Day, G.S. (1969). "A
Two-Dimensional Concept of BrandLoyalty," Journal of Consumer
Research 2, 4, 241-258. Schiffman & Kanauk , Consumer Behaviour
-Prenticehall ofIndia Private Limited (3rd edition)
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