CHAPTER - I

Introduction And Design Of The Study

viii
 Introduction & Design of The Study

1.1 Introduction
Customer is always the king in modern market world consumer
behavior and attitude helps to determine effective techniques and
strategies by the marketer for the greater competition advantage in the
market. The consumer behavior pattern is continuously changing and
largely unpredictable. They are affected by the trends and other various
factors in market. ‘Yesterday’s luxuries are today’s necessaries’ for
customers. A consumer preference explains how a consumer ranks a
collection goods or services or prefers one over another. This definition
assumes that consumer rank goods or services by the amount of
satisfaction or utility.

The modern competitive world makes it a necessary for people to

do hard work both mentally and physically to survive successfully and
hence, they require more energy and stamina. This can only be attained
through good health. Proper and sufficient nutrients are essential for
good health. But with the busy world, people tend to look forward for
more convenient and flexible way of getting healthy and fit. This made
way for food supplements and health drinks.

In current scenario, where the competition is tough, consumer

choses brands according to their pleasure. The company can achieve and
compete in the market only when they satisfy the needs and demands of
the customer by taking into account their reason for brand preference.
Thus, study on brand preference becomes necessary. The purchase
decision largely depends upon taste, quality, quantity etc. This study

1
 examines the key attitude of buying and branding perception. The
primary data is collected through questionnaire.

1.2 Statement of the problem

In the recent years manufactures producing health drinks are
playing an important role in fulfilling the needs of the customers. Many new
companies have emerged as the manufactures with new brands such as
Horlicks, Boost, Bourn vita, Complan, Malto, Viva, Milo, and Maltova etc. The
health drink consumption has shown a steady increase in the chart.

The consumer needs are changing as per the current market scenario.
Goods are purchased for the purpose of consumption with satisfaction. A
product’s marketing and sales depend on the foundation of the consumer
preference. The aim is to meet and satisfy consumer needs and wants,
perceptions, preferences and buying behavior. But understanding a consumer
behavior is not simple. Consumer may state their needs and wants but act
otherwise.

Consumer’s preferences varies from brand to brand on the basis of

quality, price, advertisement etc. Mainly, four health drinks are available in the
studied area. The study covers those four, which are; Horlicks, Boost, Bourn
vita and Complan. This research work has been carried out to know which of
these are consumed most in the selected area and factors affecting the consumer
preferences.

1.3 Scope of study

The scope of the study is to find out the consumer preference and
brand loyalty in health drinks among people in Tirunelveli city. It also gives
scope to find out the problems and limitations faced by the health drink
industries and to give out valuable suggestions.

2
1.4 Significance of study
The relevance of the study of consumer satisfaction in a market is
that it helps to solve the basic problem of the consumer. Each consumer is an
individual whose needs and preferences are different from each other. And
hence, they will only buy those products and services that satisfy their desires.
Thus, there is a greater need for the firms to understand the latest consumer
needs and innovate accordingly. Also a study of consumer of satisfaction is
significant for regulating the consumption of goods and there by maintaining
economic stability.

This study develops a model of consumer preference in the health

drink industry, thereby making a significant contribution to both marketing
theory and practices. This study expects to assist in the understanding of
practices in health drinks requiring urgent and sustained managerial attention.
This study intends to focus on customer’s behavioral intention in order to
deeply understand which factor affect the consumer intensions in purchasing a
health drink- brand.

1.5 Objectives of study

1. To find out the most preferred health drink in the selected
area.
2. To find out the age groups of the people consuming major
brands.
3. To analyze the influencing factor and brand preference by the
respondents.

1.6 Research Design

The research design is descriptive in nature. It is descriptive
because it describes the consumer preference and brand loyalty in health drinks.

1.6.1 Nature of study

3
 This study is conducted in descriptive nature.

1.6.2 Nature of data

Both primary and secondary data are included.

1.6.3 Sources of data

Primary data is collected through survey using questionnaire. The
questionnaire consisted of number of questions which would indicate customer
preference regarding brand, frequency of purchase, satisfaction level etc.
Secondary data is collected from journals and various other published data.

1.7 Sample Design

1.7.1 Nature of population
Residents of Tirunelveli city are selected for the study.

1.7.2 Sample Unit

The sample unit is Tirunelveli city.

1.7.3 Method of sampling

The sample technique used in the research is convenience
sampling method.

1.7.4 Sample size

The sample size selected is 60.

1.8 Tools used for analysis

The tool used for analysis is percentage analysis and weighted
average method.

1.9 Limitations
 The area of the study is in Tirunelveli city only; hence it may
not represent the whole population.
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  Study was based on 60 samples only. Thus the result may
not represent diverse population.
 There is a chance of bias of information from the
respondents.

1.10 Review of Literature

Shophiya. R (2009) In her research thesis entitled, A study on
consumers’ satisfaction towards various brands of malted milk food in
Gobichettipalayam Town. Reveals that majority of the samples respondents
prefer to buy Horlicks for its reasonable price, quality, quantity, packing, health
care, doctor’s advice, content of vitamin and mineral’s. However, different type
of Malted Milk Food manufacturers have to concentrate on those aspects and
work out better strategy to attract more number of consumers for their brands.

Mrs. T. Tamilselvi Mr. M. Kirubaharan (2010) Consumer

preference towards health drink’s which is the primary need for adult as well as
children based on various aspects the objective of this study is to understand the
customer children, based on various aspects. The objective of this study is to
understand the customers behavior in the “Health Food Drink (HFD)” product
category. To identify the factors those influence a person into making a
decision to buy a certain brand of malt-based health drink. The aim of the study
also included identifying the determinant purchase factors, the customer
segments and the sources of information they rely on. Since nutritional level in
India is less compared to other countries, the people should take necessary step
to maintain their daily nutritional level which can be done through balanced
diet, nutritional food and health drinks. This may reduce many physical
problems which they may face in the future.

Prakash. C (2011) Examined consumer preference to health drink

in Tiruvarur Town. Consumer behavior able changes make “Yesterday’s
luxuries ate today’s necessaries”. The present study attempts to know the
5
buyers behavior of health uses. Seven brands of health drinks are obtainable in
the study area of health drinks Horlicks, Complan, Bourn vita, Boost, Maltova,
Viva and Milo. This study would bring to light which brand of health drink is
mostly preferred by the consumers and why they prefer a particular health
drink. The study implies that there is an imperative necessary on part of the
manufactures to supply faster drinks at competitive prices but at the same time
should see that the quality or standard is not deteriorated.

S. Rahaman B. Jayaprakash and M. Venkateswaran (2012)

Analyzed the influence of advertising on preferences and consumer behavior of
health drink brands. This study which was based on a survey of arbitrary
selected consumers of food drinks in Vijayawanda City in Andhra Pradesh.
Examined the role played by advertising in influencing consumer’s preference
for the leading food drink brands in the food and drink industry. Results
revealed that both male and female and different age groups. Were influenced
by advertising in their preference for the various brands of the food drink
studied. The major reasons advanced for the preference are its captivating
publicity and quality. The need for high preference to advertising is therefore
highlighted for companies that want to want to not only retain their market but
take optimistic steps to increase their market share.

Sivakumar. P (2012) A study on consumer behavior and brand

preference of Horlicks in Erode Town concluded that Horlicks is the leading
brand in the health food drink market in Indian and as the “most trusted drink
brand” in India enjoys more than half of the health food drink market. With
revitalized packaging synergetic with the new brand personality, it is a favorite
with both mothers, for its nourishments and with the kids for its great taste and
variety.

1.11 Period of the Study

6
 The Study is conducted for a period from July 2022 to November
2022.

1.12 Chapter Scheme

 The first chapter deals with the introduction, objectives,
scope, primary data and secondary data.
 The second chapter deals with the profile of the study.
 The third chapter deals with data analysis and interpretation
of data.
 The fourth chapter deals with findings, suggestions, and
conclusion.

7
8
CHAPTER -2
Industry Profile

ix
 Industry Profile

2.1 Horlicks
Horlicks is the leading health food drink in India and the “most
trusted drink brand” in India. Horlicks enjoys more than half of the health food
drink market. Horlicks is a nourishing malted drinks with goodness of malted
barely, wheat and dairy ingredients. It comes in various exciting flavors such as
chocolate, vanilla etc. It is a good source of energy and nutrient. Both adult
and children tends to choose Horlicks for its nutritional benefits and taste. In
different countries, the product as different formulation in order to serve
different consumer needs.

2.1.1 Types of Horlicks

 Junior Horlicks
 Mother’s Horlicks
 Women’s Horlicks
 Horlicks Lite
 Horlicks Gold
 Horlicks Growth Plus
 Horlicks Protein Plus
 Horlicks Cardia Plus
 Horlicks Pro Mind

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9
 2.1.2 Nutrition Contents and Benefits

Nutrition Benefits

Calcium, Vitamin D, Phosphorus,

Magnesium. Healthy bones

Iodine, Vitamin B6, Vitamin B12, Folic

Acid, Carbohydrate, Sugar (Sucrose). Brain development and its functions

Iron, Vitamin C, Vitamin A Healthy blood

Fat, Vitamin B1, Vitamin B2, Niacin, Biotin,

Pantothenic Acid, Energy. Energy and its metabolism

Vitamin E, Selenium, Copper, Zinc Normal function of immune system

Sodium, Chloride Fluid and electrolyte balance

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2.2 Boost
Boost is India’s leading malt-based Health Food Drink (HFD) to
have used celebrity endorsement to convey its energy proposition. Boost was
the first brand to introduce yellow granules in its formulation. Boost is India’s
only health food drink scientifically proven to increase stamina by three times
plus. Boost has won the prestigious “World Star Award” for its packaging. The
tagline “Boost is the secret of our energy” has remained a block buster all
through years. Boost had stayed favorite for adults and children throughout
years. Its classic chocolate taste has a large fan base. The brand has survived
heavy competition just with a single classic taste. The brand had recently
introduced health drinks in biscuit from which have attracted a large number of
consumers.

11
12
 2.2.1 Nutrition Contents and Benefits

Nutrition Benefits

Important for oxygen transport in the body

Iron, Vitamin C essential for stamina.

Vitamin B1, Niacin, Biotin, Pantothenic Acid, Energy release from food for efficient
Iodine, Magnesium. working of body cells.

Vitamin B12, Folic Acid, Vitamin B2, Vitamin Help in optimal utilization of oxygen by
B6. the body important for stamina.

Help in maintenance of optimal bone and

Vitamin D, Calcium, Protein muscle health for strength.

Helps to protect from excessive cell

Vitamin A, Copper, Zinc damages due to oxidative stress.

13
2.3 Bourn Vita
Bourn Vita is a tasty and high nutritional supplement drink. It is
specially enriched with Vitamin D to help better growth for children’s.
Cadburry India ltd, offer Bourn Vita health drink. It provides the nutrition to
aid growth and all round development especially for the kids. It can increase
the physical endurance of a child and enhance the immune system of the body.
It is one of the oldest brand in the malted beverages segment.

2.3.1 Types of Bourn Vita

 Bourn Vita 5 Star Magic
 Bourn Vita Lil Champs

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15
2.3.2 Nutrition Contents and Benefits

Nutrition Benefits

Vitamin B1, Vitamin B2, Vitamin B3, Aids metabolism and helps release energy
Vitamin B5, Biotin. from food.

Vitamin B9, Vitamin B12 Helps in maintaining healthy blood

Vitamin A Necessary for normal vision

Helps to protect the body cells from

Vitamin C, Manganese damage.

For healthy functioning of the immune

Copper, Selenium, Zinc system.

Aids development of strong bones and

Vitamin D, Calcium, Phosphorous teeth.

Potassium Controls balance of body fluids

16
 Nutrition Benefits

Iodine Necessary for mental development

Iron Necessary for formation of hemoglobin.

Energy, Protein, Carbohydrate, Sugar, Total

fat. Source of energy to keep the body active.

2.4 Complan
Complan is an ideal food for growing children and provide
balanced and adequate nutrition to help them active their maximum growth
potentiality. It prevents unintentional weight loss and under nutrition. It serves
as an ideal nutrition supplement for adult also. It is packet with 24 Vitamins
and minerals that are essential and hence, used as a meal supplement diet.
Complan is a key player in malted food drink category. To extend the goodness
of complan and make it available to children any time. The brand was also
conceived in a biscuit form.

2.4.1 Types of Complan

 Complan NutriGro
 Complan Memory

17
2.4.2 Nutrition Contents and Benefits
18
 Nutrition Benefits

Essential for rapid growth development

Milk Protein and maintenance of body.

Concentrated source of energy and mental

Fat alertness.

Carbohydrate, Sugar ( Sucrose ) Source of energy

Iodine, Iron, Vitamin B12, Folic Acid. Keep mentally sharp, alert and physically
alert.

Vitamin A, Vitamin E, Vitamin C, Zinc. Develop body resistance to fight

infection.

Vitamin B1, Vitamin B2, Vitamin B6, Efficient conversion of food to energy,
Calcium. keeping nervous system healthy.

Nutrition Benefits

19
Calcium, Phosphorus, Vitamin D, Sodium, Strong, healthy bones and healthy
Potassium, Chloride. muscles. Maintenance of water balanced
in the body.

20
 CHAPTER-3
ANALYSIS AND INTERPRETATION

x
 Table 3.1

Showing gender of the respondents

Particulars No. of Percentage

respondents

Female 60 63.6 %
Male 40 36.4 %
Total 100 100 %
Source: Primary Data

The table 3.1 shows that 63.6 % of the respondents are female and
36.4% of the total respondents are males. The majority of the respondents are
females.

21
 Figure 3.1

Showing gender of the respondents

70.00%

60.00%

50.00%

40.00%

AGE
30.00%

20.00%

10.00%

0.00%
Female Male

22
 Table 3.2

Showing age group of the respondent

Particulars No. of Percentage

respondents
Below 15 2 1.9 %
15-20 58 52.7 %
20-25 38 34.5 %
Above 25 12 10.9 %
Total 110 100 %
Source: Primary Data

The table 3.2 shows that majority of the respondents are within the
age group of 15-20 (52.7 %), followed by the respondents within the age group
of 20-25 (34.5 %), thereby the respondents below the age group of 15 (1.9 %) ,
And finally, the respondents above 25(10.9 % ).

23
 Figure 3.2

Showing age group of the respondents

AGE

60.00%

50.00%

40.00%
AGE

30.00%

20.00%

10.00%

0.00%
Below 15 15-20 20-25 Above 25

24
 Table 3.3

Showing monthly income of the family

Particulars No. of Percentage

respondents
Below 10,000 24 21.8 %
10,000-20,000 42 38.2 %
20,000-30,000 11 10 %
Above 30,000 33 30 %
Total 110 100 %
Source: Primary Data

The table 3.3 shows that majority (38.2%) of the total respondents
have a monthly income between 10,000-20,000, followed by (21.8%) having an
income less than 10,000, then by 10% having an income between 20,000-
30,000, then by 30% having an income above 30,000.

25
 Figure 3.3

Showing monthly income of the family

INCOME
40.00%
35.00%
30.00%
25.00%
INCOME
20.00%
15.00%
10.00%
5.00%
0.00%
Below 10,000- 20,000- Above
10,000 20,000 30,000 30,000

26
 Table 3.4

Showing currently consuming health drink

Particulars No. of Percentage

respondents
Horlicks 59 53.6%
Boost 39 35.5%
Complan 6 5.4%
Bourn Vita 6 5.5%
Total 110 100%
Source: Primary Data

The table 3.4 shows that there are mainly 4 major brands currently
consuming in the selected area. The majority of the respondents currently
consume Horlicks (53.6%), followed by Boost (35.5%), followed by complan
(5.4%), and finally by Bourn Vita (5.5%).

Figure 3.4
27
 Showing currently consuming health drinks

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Horlicks Boost Complan Bournvita

Table 3.5

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 Showing frequency of consuming health drinks

Particulars No. of Percentage

respondents
Once a day 60 54.5 %
Twice a day 21 19.1%
Weekly 14 12.7 %
Occasionally 15 13.6 %
Total 110 100 %
Source: Primary Data

The table 3.5 shows that all the respondents either consume health
drinks once a day or twice a day or weekly or occasionally. Majority of the
respondents consume health drinks once a day (54.5%), followed by the
respondents consuming health drinks twice a day (19.1%), then by the
respondents consuming health drinks weekly (12.7 %), finally by the
respondents consuming health drinks occasionally (13.6%).

Figure 3.5

29
 Showing frequency of consuming health drinks

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Once a day Twice a day Weekly Occasionally

Table 3.6

30
 Showing frequency of purchase of health drinks

Particulars No. of Percentage

respondents
Weekly 8 7.3%
Monthly 68 61.8%
Once in a while 34 30.9%
Total 110 100%
source: Primary Data

The table 3.6 shows that the respondents purchase health drinks
either weekly or monthly or once in a while. Majority of the respondents
purchase health drinks monthly (61.8%), followed by the respondents
purchasing once in a while (30.9%), and finally by the respondents purchasing
weekly (7.3%).

31
 Figure 3.6

Showing frequency of purchase of health drinks

70.00%

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Weekly Monthly Once in a while

Table 3.7

32
 Showing quantity of purchase of health drinks

Particulars No. of Percentage

respondents
200 gm 37 5.00%
500gm 48 35.00%
1 kg 23 45.00%
More than 1kg 1 1.67%
Sachet packs 1 13.33%
Total 110 100%
source: Primary Data

The table 3.7 shows that majority of the respondents usually

purchases 1kg (45 %), Followed by the respondents purchasing 500 gm (35 %),
then by the respondents purchasing sachet packs (13.33%), Then by the
respondents purchasing 200gm (5%), and finally by the respondents purchasing
more than 1kg (1.67%).

Figure 3.7

33
Showing quantity of purchase of health drinks

Quantity of purchase

200 gm
500gm
1 kg
More than 1kg
Sachet packs

Table 3.8

34
 Showing opinions of the respondents on sachet packs increasing
the popularity and sales of health drinks

Particulars No. of Percentage

respondents
Agree 61 55.5%
Disagree 3 2.6%
Neutral 31 28.2%
Highly agree 14 12.7%
Highly disagree 1 1.00%
Total 110 100%
Source: Primary data

The table 3.8 shows the respondents opinion on sachet packs

increasing the popularity and sales. The majority of the respondents of agree
(55.5%), Then by the respondents of the neutral (28.2%), then by the
respondents of the highly agree (12.7%), and then by the respondents of the
disagree (2.6%), finally the respondents of the highly disagree (1.00%).

Figure 3.8

35
Showing opinion of the respondents on sachet packs increasing
the popularity and sales of health drinks

Sachet packs incrases the popular-

ity and sales

Agree
Disagree
Neutral
Highly agree
Highly disagree

Table 3.9

36
 Showing preferences on temperature of health drinks while
consuming

Particulars No. of Percentage

respondents
Cold 21 19.1%
Hot 60 54.5%
Moderate 29 26.4%
Total 110 100%
Source: Primary Data

The table 3.9 shows the preference of temperature oh health

drinks among respondents in consuming it. Majority (54.5%), of the total
respondents prefer to consume hot drinks. while (26.4%) prefer moderate health
drinks and (19.1%) prefer cold health drinks.

Figure 3.9

Showing preferences on temperature of health drinks while

consuming

37
 Preference in temperature

Cold
Hot
Moderate

Table 3.10

Showing sources of information about the health drinks

38
 Particulars No. of Percentage
respondents

Advertisements 61 55.5%
Newspaper 6 5.5%
Friends and family 38 34.5%
Others 5 4.5%
Total 110 100%
Source: Primary Data

The table 3.10 shows us the sources through which respondents

came to know about the brands. Majority (55.5%) of the total respondents
came to know about the health drinks through Advertisements, followed by
friends and family (34.5%)then by newspaper (5.5%), and finally by others
(4.5%).

Figure 3.10

Showing source of information about the health drinks

39
 Sources of information

Advertisements
Newspaper
Friends and family
Others

Table 3.11

Showing duration of taking health drink

40
 Particulars No. of Percentage
respondents
Less than 6 months 56 50.9%
6 months to 1 year 19 17.3%
More than 1 year 35 31.8%
Total 110 100%
Source: Primary Data

The table 3.11 shows that majority (50.9%) of the total

respondents have been consuming health drinks for less than 6 months followed
by 17.3% consuming health drinks for 6 months to 1 year and finally by 31.8%
consuming health drinks for more than 1 year.

Figure 3.11

Showing duration of taking health drink

41
 Duration of taking health drinks

Less than 6 months

6 months to 1 year
More than 1 year

Table 3.12

Factors that influences you to purchase health drinks

42
 Particulars No. of Percentage
respondents
Price 14 12.7%
Quality 41 37.3%
Durability 4 3.6%
Taste 51 46.4%
Total 110 100%
Source: primary Data

The table 3.12 shows the influence to purchase a health drinks are
the price, quality, durability, taste. The majority of the respondents are taste
(46.4%), then the respondents of the quality (37.3%), then the respondents of
the price (12.7%), and finally the respondents of the durability (3.6%).

Figure 3.12

Factors that influence you to purchase health drinks

43
 Influence of health drinks

Price
Quality
Durability
Taste

Table 3.13

Health drink is suitable Substitute for tea/coffee

44
 Particulars No. of Percentage
respondents
Yes 47 42.7%
No 23 20.9%
Maybe 40 36.4%
Total 110 100%
Source: Primary Data

The table 3.13 The majority of the respondents (42.7%) is suitable

substitute for tea /coffee. Then the respondents (20.9%) is not suitable
substitute for tea/coffee. And the respondents (36.4%) choose may be suitable
substitute for tea/coffee.

Figure 3.13

Health drinks are suitable substitute for tea/coffee

45
 Suitable substitute for tea/coffee

Yes
No
Maybe

Table 3.14

The product is as useful as promised in the advertisements and

promotions

46
 Particulars No. of Percentage
respondents
Agree 44 40%
Disagree 13 11.8%
Neutral 43 39.1%
Highly agree 6 4.5%
Highly disagree 4 4.5%
Total 110 100%
Source: Primary Data

The table 3.14 the product is useful for promised for

advertisements the majority of respondents has selected agree (40%).then the
respondents has selected neutral (39.1%). Then the respondents has selected
disagree (11.8%). Then the respondents has selected highly agree (4.5%). And
finally has selected highly disagree (4.5%).

Figure 3.14

Shows the product is as useful as promised in the advertisements

and promotions

47
 Agree
Disagree
Neutral
Highly agree
Highly disagree

Table 3.15

Satisfied with the currently consuming brand

48
 Particulars No. of Percentage
respondents

Yes 70 63.6%
No 13 11.8%
Maybe 27 24.5%
Total 110 100%
Source: Primary Data

The table 3.15 shows the satisfied with the currently consuming
brand, the majority of the respondents choose Yes (63.6%), then the
respondents can select May be (24.5%), And finally the respondents can select
No (11.8%).

Figure 3.15

Satisfied with the currently consuming brand

49
 Yes
No
Maybe

50
 CHAPTER – 4
Findings, Suggestions and Conclusion

xi
 Findings, Suggestions and Conclusion

4.1 Findings of the study

 It is found out that majority of the respondents are female

(63.6%).

 It is found out that most of the respondents were falls under

the age group of 15 – 20 years.

 It is found out that most of the respondents monthly income

of the family is 10,000 – 20,000.

 It is found out that majority of the respondents currently

consume Horlicks (53.6%).

 It is found out that majority of the respondents consume

health drinks once a day (54.5%).

 The study shows that majority of the respondents purchase

health drinks monthly (61.8%).

 The study shows that majority of the respondents purchase

health drink pack of 1kg (45%).

51
 The study reveals that majority of the respondents have an
opinion that sachet packs have increased popularity and sales
of health drinks among consumers (55.5%).

 More than half of the respondents prefer to consume hot

health drinks (54.5%).

 The study reveals that majority of the respondents came to

know about the health drink brand through Advertisements
(55.5%).

 Majority of the respondents have been consuming health

drinks for less than 6 months (50.9%).

 The study reveals that the main factor influencing the buying
behavior is taste of the health drinks and quality and price
and durability are of the least influencing.

 The respondents preferring health drinks over tea or coffee

and respondents who don’t are equal in numbers. But even
so, more than half of the respondents think that health drinks
are a suitable substitute for tea or coffee (42.7%).

 The study reveals that more than half of the respondents feel
that the product is as useful as promised in the
advertisements and promotions (40%).

52
  63.6% are highly satisfies with the brands they are
consuming.

4.2 Suggestions

Based on the above findings the following suggestions are

given:

 The Bourn Vita Company must try to create awareness about

the consumer.

 Advertisement in television is very effective. So, all

companies try to give advertisement via television.

 Majority of the respondents feel price and quality is good.

So, try to maintain it.

 Many of the respondents feel health drink improve our

health.

 Nowadays many of them were using internet always. So,

Health Drinks Company tries to give advertisement through
online.

53
4.3 Conclusion

The customer is the king of the market. It is essential for every

organization to learn consumer behavior in order to increase their sales and to
create a good brand imagine.

Nowadays there seems to be no vast difference between urban and

rural consumers in knowledge, awareness, brand, and quality and consumption
level of the products. This is because compared to urban area consumers people
in the rural areas also have raised their standards in acquiring high educational
level, use of social media like internet, whatsapp, etc. Few difference lie in the
earning capacity, lifestyle, standard of living etc. Among the rural and urban
areas. Even now many people are not consuming health drinks in these rural
areas. This is so because people are not aware that health drinks are useful for
increasing their nutritional value like to develop their physical and mental
health. More over people are not able to afford to pay high price for consuming
branded health drinks. Few brands which are slow moving which can increase
their turnover by introducing new flavors, offers and other promotional
strategies.

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55
BIBLIOGRAPHY

xii
 Bibliography

REFERENCES:
1. http://en.wikipedia.org/wiki/Boost
2. http://en.wikipedia.org/wiki/Horlicks
3. http://www.pacificbusinessinternational.org.in
4. http://www.shodhganga.com
5. http://www.googlescholar.com
6. http://bizfluent.com
7. http://www.sildeshare.net

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