A Project Report on

“Examining Consumer Preferences & Health Perceptions of Cold Beverages”

Undertaken in
“KANTAR”

By
“VINIT V SUSAR”
MM2426483

In partial fulfilment of the requirements for the award of the degree

Master of Business Administration (MBA)

SPECIALISATION- MARKETING

Sri Balaji University Pune (SBUP)

S.No.55/2-7, Tathawade, Off Mumbai-Bangalore, bypass, Pune, Maharashtra 411033
(2025-26)
 A PROJECT REPORT ON
“Examining Consumer Preferences & Health Perceptions of Cold Beverages”
Undertaken in
KANTAR

By
VINIT V SUSAR
MM2426483

Under the Guidance of

DR. NEHA KUMARI
Sri Balaji University Pune (SBUP)
In partial fulfilment of the requirements for the award of the degree
Master of Business Administrative (MBA)
SPECIALISATION
Sri Balaji University Pune (SBUP)
S.No.55/2-7, Tathawade, Off Mumbai-Bangalore, bypass, Pune, Maharashtra 411033
(2025-26)

DECLARATION
I the undersigned Vinit V Susar hereby declare that the work embodied in this project work
titled “Examining Consumer Preferences & Health Perceptions of Cold Beverages”
forms of my own contribution to the research work carried out under the guidance of Dr.
Neha Kumari.

Whenever reference has been made to previous works of others, it has been clearly indicated
as such and included in the bibliography.

I, here by further declare that all information of this document has been obtained and
presented in accordance with academic’s rules and ethical conduct.

Date: 11/07/2025 Name

Place: Pune Vinit V Susar

ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous, and the depth is so
enormous.
I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.
I would like to take this opportunity to acknowledge and thank Sri Balaji University for
providing me this highly coveted opportunity to associate my summer internship project with
the organization.
I convey my thanks to Director (Write Full name), Deputy Director (Write full name) for
their support and guidance during entire journey of internship.
My special thanks and heartiest gratitude flow to my corporate mentor Mr. Rohit Bezalwar,
Kantar. His help in various capacities towards making me familiar with the research problem
and preparing the report is invaluable. His knowledge, nature and judgement along with
experience were an immense source of inspiration in completing this project.
I am very thankful to my Research Guide Dr. Neha Kumari, for constant support and
encouragement as well as the valuable guidance and direction. It was indeed an enriching
experience for me as a management student for getting chance to do a project in an
organizing like Kantar

Date: 11/07/2025 Name

Place: Pune Vinit V Susar

TABLE OF CONTENTS
Sr. No Content Page No

Certificate by the Company

Certificate by the Institute

Declaration by the student

Certificate of Originality

Acknowledgement

1 Executive Summary

2 Contextual background

(a) Industry scenario

(b) Market scenario
(c) Competitor analysis
(d) Company genesis
(e) Product and services
(f) Department profile: (Add profile
of Department where you have
worked)
(g) Role in the company

3 Research Problem

4 Project Objectives
5 Research Methodology

6 Data Analysis

7 Findings

8 Recommendations

9 Limitations

10 Conclusion

11 References

Executive Summary
This report details my summer internship experience and all the work I completed between
May and June of 2024 at Kantar IMRB (previously IMRE International"). The division in
Pune, primarily concentrates on carrying out the following tasks: hiring, managing, and
ensuring the quality of survey responses, all of which are done in accordance with the
research plans created by different Kantar IMRB divisions.

This report presents the summary of my two-month internship at Kantar undertaken as a part
of the MBA program. The project titled “Examining Consumer Preferences & Health
Perceptions of Cold Beverages” focused on understanding the changing landscapes of
consumer preferences and health perceptions regarding cold beverages. With rising health
awareness, the market is witnessing a shift from traditional carbonated drinks towards
healthier alternatives such as fruit-based drinks, sugar-free beverages, and herbal coolers.
Through primary research involving surveys and interactions with consumers across various
age groups, the study identifies key factors influencing purchase decisions– such as taste,
price, brand, ingredients, and perceived health benefits.

A structured questionnaire was developed to guide the research, a google form was floated on
WhatsApp groups and to my friends and family, also the responses were collected during my
ongoing internship while doing field work for other projects of the company. The respondents
were divided into 4 main age segments viz. (a) 15-24 years (b) 25–34 years (c) 35–44 years
and (d) 45+ years.

This report consolidates the market observations into key findings and will help the company
gain a clear understanding of consumer behaviour related to cold beverages. By analysing
preferences, consumption frequency, and health perceptions, the company can align its
products more closely with what customers actually want. Also, if the research reveals
concerns about sugar content, artificial ingredients, or lack of nutritional value, the company
can improve labelling transparency and build consumer trust. Overall, the insights from this
project will enable better product development, marketing, and customer engagement—
giving the company a competitive edge in the market.

Moreover, the internship provided a valuable platform for practical learning, allowing me to
bridge theoretical concepts from my MBA coursework with on-ground realities of market
operations. It sharpened my skills in stakeholder engagement, adaptive research
methodologies, and strategic thinking under dynamic market conditions.

Industry scenario
Kantar operates within India’s evolving market research and consumer insights industry,
which has become increasingly vital to business strategy in recent years. The demand for
real-time, data-backed decision-making has grown significantly, driven by digital
transformation, rising consumer expectations, and heightened market competition.
Companies across industries—ranging from FMCG and retail to finance and media—are
relying heavily on advanced research to understand consumer behavior, track brand
performance, and evaluate communication effectiveness.

In this dynamic environment, Kantar has emerged as a leading research and analytics firm,
offering a comprehensive suite of services that combine traditional survey techniques with
modern digital tools and behavioral analytics. The industry has shifted from purely
quantitative studies to more integrated approaches involving data modelling, sentiment
analysis, and mobile-based research. Kantar has remained responsive to these trends by
investing in scalable digital platforms, agile research delivery models, and real-time insights
generation.

As the industry continues to grow, research agencies are expected to provide faster, deeper,
and more actionable insights. Kantar's expertise in managing complex, large-scale studies
while maintaining data accuracy and strategic relevance positions it as a reliable partner for
both multinational corporations and Indian businesses. Its ability to navigate cultural,
linguistic, and demographic diversity across Indian markets adds further strength to its role in
the research ecosystem. The overall industry trajectory points toward increased reliance on
analytics-led insights, and Kantar remains well-positioned to lead in this direction.

Market Scenario
The Indian market research industry has evolved rapidly over the past decade, driven by
digital transformation, growing competition, and the increasing need for consumer-centric
strategies. Businesses across sectors are placing a higher emphasis on data-driven decision-
making, making research and analytics a core part of their strategic planning. This trend has
led to a growing demand for timely, accurate, and actionable consumer insights. The industry
has moved beyond traditional survey models and now incorporates tools such as mobile-
based research, online panels, sentiment analysis, and AI-powered data analytics.

In this changing landscape, Kantar holds a prominent position as a full-service insights and
consulting firm. The company operates across multiple sectors including FMCG, personal
care, retail, healthcare, media, and technology. It offers both qualitative and quantitative
research services tailored to dynamic market needs. With its strong presence across urban and
semi-urban markets in India, Kantar has developed the ability to deliver region-specific
insights while maintaining global research standards.

The Indian consumer market is diverse and ever-changing. Urbanization, increasing

disposable income, and digital penetration have altered how consumers engage with brands.
Companies are now looking beyond basic demographic data and are focusing on behavioral
segmentation, cultural trends, and real-time consumer feedback. Research agencies are
therefore expected to provide deeper insights and faster turnaround times.

Kantar meets this expectation through a combination of technology and experience. Tools
like Kantar Marketplace enable clients to test concepts, evaluate campaigns, and gather
feedback quickly. Moreover, the company’s widespread field network ensures broad and
inclusive representation across different regions of India. This has become especially
important as brands expand into Tier 2 and Tier 3 cities and seek localized strategies.

Despite increased digitization, the market also faces challenges such as data privacy
concerns, respondent fatigue, and the need for transparent data collection practices. However,
firms like Kantar continue to lead by investing in research innovation and ethical
methodologies.

Overall, the market scenario reflects a strong and growing reliance on structured research.
Kantar’s ability to integrate traditional rigor with modern agility places it in a strong position
within the competitive research ecosystem in India.
 Competitor Analysis

Kantar operates in a competitive and evolving landscape within the Indian market research
and consumer insights industry. As businesses become increasingly dependent on data-driven
strategies, several research firms compete to offer fast, reliable, and strategic insights. Among
Kantar’s primary competitors in India are NielsenIQ, Ipsos, Hansa Research, YouGov, and
GfK. Each competitor brings distinct capabilities and market strengths, leading to a diverse
but closely contested research environment.

NielsenIQ is one of the most established players in India and a global leader in retail
measurement and consumer panel data. It holds a dominant position in FMCG retail audit and
point-of-sale data, which are crucial for tracking brand and category performance. While
Kantar also operates in this space, Nielsen’s long-standing partnerships with retailers and
proprietary store-level data give it a unique competitive edge.

Ipsos is another strong contender, particularly in the areas of social research, public opinion,
and customized research services. Known for its robust fieldwork and statistical modelling,
Ipsos has steadily grown its presence in India. It competes closely with Kantar in political and
policy research, healthcare studies, and consumer perception tracking. However, Kantar
differentiates itself through its behavioral insights frameworks and integration of advanced
analytics.

Hansa Research, a homegrown Indian research firm, is recognized for its strength in media
research and audience measurement. It conducts projects like the Indian Listenership Track
(ILT) and Television Audience Measurement (TAM). Hansa competes more regionally and
on specialized projects, whereas Kantar holds a broader portfolio and a more globalized
research infrastructure.

YouGov has emerged as a digital-first research firm focusing on online polling, brand
tracking, and digital behavior. It provides quick insights primarily through online panels and
is known for its ease of access and cost-effective solutions. While YouGov excels in rapid
opinion polling and topical consumer sentiment, it often lacks the depth and multi-layered
methodologies that firms like Kantar offer for strategic brand decisions.

GfK, although smaller in scale in India, competes in technology and durable goods research.
It is well-known for its data solutions in consumer electronics and e-commerce behavior.
Kantar often competes with GfK when it comes to innovation research and product lifecycle
studies in tech-related sectors.
Despite this competitive environment, Kantar continues to maintain a strong market position
due to its methodological rigor, regional presence, global knowledge systems, and investment
in innovation. Its ability to deliver strategic, context-rich insights across sectors gives it a
sustainable competitive advantage. Moreover, its blend of qualitative expertise, advanced
analytics, and behavioral science distinguishes it from firms focused solely on data collection
or digital panels.

In conclusion, while the market is saturated with capable players, Kantar’s integrated
approach, adaptability, and sectoral depth enable it to retain its leadership position in India’s
insights and analytics domain.

COMPANY GENESIS

Kantar India is a part of the global Kantar Group, one of the world’s foremost data, insights,
and consulting companies. It was established with the goal of helping organizations
understand consumer behavior, market trends, and brand performance through structured,
research-driven decision-making. Over the years, Kantar has emerged as a trusted name in
the Indian business ecosystem, known for its deep analytical capabilities, sectoral knowledge,
and methodological integrity.

Kantar’s presence in India reflects a strategic focus on building research capabilities suited to
the country’s complexity and diversity. With operations across metropolitan cities and
regional markets, the company has developed a robust infrastructure for fieldwork, data
collection, and local insight generation. This geographic spread ensures that the data Kantar
collects is inclusive, representing the socioeconomic and cultural variety of Indian
consumers. The company’s growth in India has been fueled by its ability to adapt global
standards to local market realities.

From its inception, Kantar has invested in expanding its service offerings across core
business verticals, including fast-moving consumer goods (FMCG), healthcare, retail,
technology, media, and finance. Its growth has been both organic and strategic, driven by an
emphasis on innovation, digitization, and client partnership. The company built its reputation
by not only delivering accurate data but by transforming that data into actionable strategies
for brand development, communication, and product innovation.

One of the defining characteristics of Kantar’s journey in India is its ability to combine
traditional research techniques with modern analytical tools. While it has always maintained
rigorous face-to-face and quantitative research capabilities, Kantar has also pioneered the use
of mobile surveys, digital panels, and real-time dashboards in India. Its platforms like Kantar
Marketplace have further enabled agile testing of concepts and faster delivery of insights,
making the firm relevant in today’s fast-paced business environment.

Kantar’s growth has also been supported by its commitment to hiring and nurturing local
talent, which has helped it stay attuned to regional consumer sentiments and preferences. Its
teams comprise experts in sociology, psychology, statistics, business strategy, and digital
analytics — enabling a multidisciplinary approach to solving business problems through
research.
Today, Kantar India is regarded as one of the leading firms in the market research domain,
offering a balanced mix of global expertise and local execution. Its evolution reflects not only
the transformation of the research industry but also the growing importance of consumer
intelligence in shaping sustainable business practices. As markets become more competitive
and consumer choices more complex, Kantar continues to evolve as a forward-thinking
research partner committed to delivering value through insights.

Product and services

Kantar India offers a comprehensive suite of research, data analytics, and consulting services
designed to help organizations make informed and strategic decisions. Its core offerings span
across consumer insights, brand health tracking, media measurement, innovation testing,
customer experience, and marketing effectiveness. These services are tailored to a wide range
of sectors, including fast-moving consumer goods (FMCG), retail, personal care, technology,
healthcare, media, and financial services.

One of Kantar’s flagship offerings is Brand Tracking, which enables companies to monitor
brand performance over time, evaluate market positioning, and understand shifts in consumer
perception. Through continuous or wave-based tracking studies, Kantar provides insights into
brand awareness, consideration, loyalty, and equity across different consumer segments. This
helps organizations adapt their branding and marketing strategies to stay competitive in
dynamic markets.

In the area of Usage & Attitude (U&A) Studies, Kantar helps brands understand how, when,
and why consumers use specific products or services. These insights are critical for
identifying emerging needs, optimizing product portfolios, and improving customer
satisfaction. Kantar also provides Concept and Product Testing, allowing brands to validate
new ideas, packaging, formulations, or campaigns before full-scale launch. By using
predictive analytics and real-time feedback tools, companies can minimize risk and improve
go-to-market strategies.

Kantar is also known for its expertise in Media and Advertising Research, helping clients
assess the effectiveness of advertising campaigns across television, digital, print, and social
media. Through tools such as ad pre-testing, creative diagnostics, and ROI measurement,
Kantar assists in refining messaging and maximizing media investments. In addition,
Customer Experience (CX) Programs are designed to help businesses map customer
journeys, identify pain points, and improve loyalty through actionable feedback.

A significant advantage of Kantar’s service portfolio is its technology-driven platforms such

as Kantar Marketplace, which provides automated, quick-turnaround research solutions.
Clients can test advertisements, product concepts, and brand ideas in real time, accessing
high-quality results within hours. This self-serve tool is particularly valuable for agile
marketing teams and product managers operating in fast-paced environments.

Furthermore, Kantar offers Advanced Analytics and Behavioral Science Solutions that go
beyond traditional surveys. These include segmentation modeling, demand forecasting,
shopper behavior analysis, and price sensitivity testing. By integrating structured research
with behavioral data and machine learning models, Kantar helps clients uncover deeper
patterns and develop more effective business strategies.

Kantar’s services are further strengthened by its commitment to data quality, ethical
standards, and contextual expertise. With localized research teams and a pan-India field
network, the firm is well-equipped to deliver insights that reflect the cultural and linguistic
diversity of Indian markets. Whether it’s helping brands expand into new regions, launch
innovative products, or redesign communication strategies, Kantar remains a preferred
research partner for data-driven decision-making.

Department Worked In: Field Operations / Primary Data Collection

During my internship at Kantar, I was part of the Field Operations Department, responsible
for conducting on-ground surveys as part of the company’s primary data collection process.
Using pre-designed questionnaires provided on tablets, my role involved engaging
respondents in structured interviews that typically lasted 25–30 minutes. Ensuring respondent
engagement throughout the interview was critical to maintaining quality and achieving valid
responses. Each interview had to meet a minimum duration requirement, and all
conversations were audio-recorded for quality checks. It was essential that the respondent's
voice was clearly audible, as the quality assurance team would audit the recordings and had
the authority to reject any interview deemed suspicious or incomplete. Additionally, our team
operated under daily and project-wise targets, with specific quotas of completed interviews to
be achieved within strict timelines. This required strong communication, ethical handling,
attention to detail, and effective time management.

My Role in the Company

During my internship at Kantar, I had the opportunity to work on multiple client-based
projects that enhanced my exposure to real-world market research operations. My role
primarily involved executing field-level surveys for diverse projects from clients across
various sectors.

The first assignment I was given was for PepsiCo, where the objective was to understand
user preferences for their energy drink brand, Sting, across different age groups. I conducted
structured, face-to-face interviews based on the company-designed questionnaire. This was
followed by a project from Lupin Pharmaceuticals, which focused on gauging market
presence and consumer perception of their product Softovac. Another key project
involved MYK Laticrete, where I helped assess their brand's leadership position in the tile
adhesive industry through structured consumer surveys.

Based on my performance and consistent approach, I was trusted with a larger responsibility
— attending a Plant Clinic for Mahindra & Mahindra in Jejuri. This project aimed to
determine the pricing strategy for a new, yet-to-be-launched tractor model. The survey was
targeted at three groups: future intenders of Mahindra tractors, buyers inclined toward
competitor brands like Swaraj and Sonalika, and current Mahindra users who were asked to
evaluate the new model. Interacting with both the Mahindra regional and national teams,
as well as directly engaging with farmers, was a major milestone in my internship experience.

Subsequently, I was assigned the Biostadt project, which aimed to assess the market
acceptance of their bio stimulant product ‘ Biozyme’. This required extensive field travel
across six talukas in the Pune district, where I conducted farmer interviews and gathered
feedback.

Toward the end of my internship, I was selected to attend a clinic in Ahmednagar for Nestlé
India, focused on evaluating pricing strategies for Maggi noodles, their flagship product.
This final project offered valuable exposure to brand-level pricing research.

Overall, my role encompassed on-ground data collection, respondent engagement, ethical

interviewing, and team-based target completion, all while adhering to strict quality
protocols. These experiences significantly enhanced my communication skills, confidence,
and adaptability, shaping a practical understanding of how field-level research contributes
to strategic business decisions.

Research Problem
In the evolving landscape of the Indian beverage industry, cold beverages have become an
integral part of modern consumer lifestyles. The rapid growth in urbanization, increased
disposable incomes, rising temperatures, and aggressive marketing strategies by beverage
companies have all contributed to the growing consumption of cold beverages across age
groups. Products such as soft drinks, energy drinks, fruit juices, flavored water, and other
ready-to-consume beverages are now widely accessible and consumed across rural, semi-
urban, and urban markets alike.

However, this surge in consumption has given rise to concerns about the nutritional and
health implications associated with frequent intake of cold beverages, especially those
with high sugar content, artificial additives, and low nutritional value. Increasing
awareness around health, fitness, and wellness—particularly in the post-pandemic era—has
triggered a noticeable shift in consumer behavior. People have begun paying more attention
to what they consume, leading to growing demand for healthier, low-calorie, or natural
alternatives.

Despite this shift, there remains a significant gap in understanding the extent to which
health perceptions influence actual consumer preferences. While some consumers claim
to prioritize health, their purchase behavior may not always align with those values. This
contradiction raises important questions: Do consumers really understand the health impact
of the beverages they consume? Are they willing to pay more for healthier options? What
role do factors like taste, branding, price, and availability play in their decision-making
process? Is there a generational or gender-based difference in preferences and health
awareness?

Moreover, existing research in the Indian context is limited, often generalized, and does not
reflect region-specific or demographic-specific consumption patterns. This creates a
research gap that needs to be addressed through structured primary data collection and
analysis.

This study, therefore, attempts to explore and analyze consumer preferences for cold
beverages in relation to their health perceptions, particularly among individuals in and
around the Pune region. The aim is to identify key behavioral trends, motivations, concerns,
and barriers influencing consumption patterns. The insights derived from this research can
serve as a valuable reference for beverage manufacturers, marketers, and policymakers
seeking to align their product offerings with consumer expectations, especially in a health-
conscious and competitive market.

Project Objectives
 To analyze consumer preferences for different types of cold beverages such as soft drinks,
energy drinks, fruit juices, diet sodas, and plain water.

 To study the impact of health perceptions on consumer choices regarding cold beverage
consumption.

 To assess the importance of factors such as taste, price, availability, branding, and
nutritional value in influencing beverage selection.

 To examine differences in preferences and health awareness across age groups, gender,
and geographic segments within the Pune region.

 To evaluate the level of concern among consumers regarding health issues such as sugar
content, calories, artificial additives, and long-term effects of cold beverage consumption.

 To identify consumer willingness to pay a premium for healthier or more natural beverage
alternatives.

 To provide actionable insights that can guide beverage brands and marketers in aligning
their products and communication strategies with consumer expectations and health trends.
 Research Methodology

The research methodology adopted for this project is structured to ensure the systematic
collection, analysis, and interpretation of data related to consumer preferences and health
perceptions regarding cold beverages. Given the nature and scope of the study,
a quantitative research approach was most suitable to quantify patterns, opinions, and
behaviors of the target population.

Research Design

This study follows a descriptive research design, which aims to explore and describe the
existing preferences, awareness levels, and behavior patterns of consumers in relation to cold
beverages. It does not manipulate variables but instead captures a snapshot of real-world
behavior and perceptions.

Type of Research

This is a primary, quantitative research project. Data was gathered directly from
respondents through field surveys using a structured, close-ended questionnaire designed
with Likert scale-based responses to ensure statistical consistency and ease of interpretation.

Sampling Technique

The study employed a non-probability purposive sampling method, where respondents

were selected based on their relevance to the research objective (i.e., cold beverage
consumers across different age groups and genders). The research was conducted primarily in
and around Pune region, allowing for localized insights.

Sample Size

A sample of 50 respondents was chosen for the study. The sample included a mix of
demographics—students, working professionals, homemakers, and senior citizens—to ensure
balanced representation of consumer behavior and preferences.
 Data Collection Tool

A structured questionnaire was developed to guide the research, a google form was floated on
WhatsApp groups and to my friends and family, also the responses were collected during my
ongoing internship while doing field work for other projects of the company. The respondents
were divided into 4 main age segments viz. (a) 15-24 years (b) 25–34 years (c) 35–44 years
and (d) 45+ years.

Data Collection Method

Data was collected over a defined period through on-ground fieldwork, where direct
interaction with the respondents helped ensure authenticity and completeness of responses.
Care was taken to maintain minimum interview length and voice clarity, as responses were
quality-checked by the research agency.

Data Analysis Tools

Responses were coded numerically (1–5 Likert scale) and analyzed using MS Excel to
generate descriptive statistics, visualizations, and cross-tabulations. Analytical tools like
frequency distribution, mean score interpretation, and chi-square tests were applied where
relevant to draw meaningful insights.

Scope and Limitations

While the study offers focused insights from the Pune region, the findings may not be fully
generalizable to the entire country due to regional and cultural differences. Moreover, as the
research is self-reported, the accuracy of responses is subject to respondent honesty and
awareness.

Component Details

Research Approach Quantitative (Descriptive)

Research Instrument Survey research questionnaire

Source Primary

Sample Size 50
 Data Analysis

1. Age Group Distribution of Respondents

Age Group Distribution of Respondents

25

20

15

10

0
18–29 30–44 45–59 60+

The majority of respondents were from the 18–25 age group, followed by 26–35.
Indicates a youth-dominated sample, suitable for analysing cold beverage preferences among
Gen Z and millennials.

2. Gender Distribution
 Gender

Male Female

Male Respondents formed 52% share, while female respondents made up around 48% of the
total.
3. Consumption Frequency vs. Age Group

Consumption Frequency vs. Age Group

10
9
8
7
6
5
4
3
2
1
0
18–29 30–44 45–59 60+

Daily Weekly Occasionally

Daily and weekly consumption is highest in the 18–25 age group. Older groups show less
frequent consumption, possibly due to health consciousness or changing preferences.

4. Occupation vs. Consumption Frequency

 Occupation vs. Consumption
Frequency
9
8
7
6
5
4
3
2
1
0
Student Employed Unemployed

Daily Weekly

Students show the highest frequency of daily and weekly consumption. Working
professionals and homemakers show lower frequencies—implying that lifestyle and
accessibility influence consumption patterns.

5. Willingness to Shift to Healthier Options

Willing to Shift to Healthier Options?

Yes No

Daily consumers are relatively less willing to shift, indicating strong brand loyalty or habitual
preference. A strong portion of respondents (especially weekly and occasional consumers)
express willingness to shift if healthier options are available.
 6. Price Sensitivity Analysis

Consumers preferring < ₹20 options are mostly daily buyers, price plays a crucial role in
consumption frequency.
 Findings

1. Youth Dominate the Cold Beverage Market

Marketing strategies should focus on young consumers aged 18–25, who form the bulk of
daily and weekly buyers.

2. Students Are the Core Consumer Group

The student segment shows higher daily and weekly consumption, making them the prime
target audience for product launches and promotional offers.

3. Price Plays a Vital Role in Daily Consumption

Lower price brackets (< ₹20) correlate with higher consumption, suggesting a need for
affordable SKUs or sachet packaging.

4. Health Perception Is Growing

Many consumers show a readiness to shift to healthier beverage options, especially those who
consume less frequently.

There is an opportunity to introduce and promote sugar-free, low-calorie or vitamin-enriched

cold drinks.

5. Gender Does Not Strongly Influence Preferences

Since responses are balanced, marketing campaigns can be gender-neutral while focusing
more on age and lifestyle.

6. Occupation Affects Accessibility and Habits

Students have more opportunities and peer influence to consume beverages frequently.
Working professionals may consume more purposefully—e.g., energy drinks or during
breaks.
 Recommendations

1.Diversify Product Range with Healthier Alternatives -

Introduce low-sugar, natural, or organic beverage variants to attract health-conscious

consumers, especially females and younger adults.

2.Targeted Pricing Strategy

Since daily consumers show high price sensitivity, introduce budget-friendly SKUs (under
₹20) and combo offers. Provide value packs or subscriptions for frequent buyers to increase
brand loyalty.

3. Youth-Centric Campaigns

Focus on the 18–25 age group through campus marketing, pop culture tie-ins, and influencer
collaborations. Use social media and memes to promote both regular and healthy variants.

4.Gender-Specific Messaging

Design health-driven messaging for female consumers, emphasizing benefits like hydration,
fitness support, or skin health. For male consumers, highlight taste, cooling effects, and
energy boost aspects.
5.Seasonal & Occasion-Based Promotions

Launch campaigns around summer months, exams, or festivals, when cold beverage
consumption spikes. Collaborate with gyms, colleges, or events to tap into situational buying
behavior.

6.Wider Retail Availability & Sampling

Increase availability in local kirana stores, canteens, and college cafés. Organize sampling
drives with healthier variants to educate and convert hesitant consumers.

7.Transparent Labelling & Packaging

Use clean, honest labelling that clearly communicates ingredients, calories, and health
benefits. Leverage eco-friendly packaging to appeal to the environmentally conscious
segment.

8.Consumer Education Campaigns

Run awareness programs or short video content that explains differences between carbonated
drinks and natural beverages. Highlight long-term impacts of sugar-laden drinks and promote
better choices.
 Limitations

1.Sample Size Constraint

The study was conducted with a limited number of respondents (50), which may not
comprehensively represent the broader population’s preferences and behavior.

2.Geographic Limitation
The responses were primarily collected from a specific locality or demographic group,
limiting the generalizability of the findings to other regions.

3.Age and Gender Imbalance

A majority of respondents belonged to the 18–25 age group, which may have biased the
results toward youth preferences. Additionally, gender distribution was not equal,
potentially influencing perception-based responses.

4.Self-Reported Bias
As the data was collected through self-administered questionnaires, there is a possibility
of social desirability bias or inaccuracy in responses due to lack of attention or
misunderstanding of the questions.

5.Limited Beverage Categories Covered

The survey did not include all types of cold beverages (e.g., energy drinks, dairy-based
options), which may have limited the depth and breadth of the analysis.

6.Time Constraint
The study was completed in a short duration, which restricted the ability to observe
changing trends or seasonal preferences in cold beverage consumption.

7.Lack of Income Data

The income levels of respondents were not captured, which could have provided further
insights into price sensitivity and brand preferences.
 Conclusion

The research study aimed to understand consumer preferences and health perceptions
regarding cold beverages, with a special focus on youth and young adults. Through the
analysis of the survey data, several important trends and insights have emerged, pointing
toward changing consumption habits and a growing awareness about health among
consumers.

One of the key findings is the dominance of the 18–25 age group in cold beverage
consumption. This age bracket not only forms the majority of consumers but also shows high
frequency of intake, especially on a daily or weekly basis. Their preferences are largely
driven by factors such as taste, affordability, brand recognition, and availability. This makes
them a crucial target segment for beverage companies aiming to expand their market share.
Moreover, marketing campaigns and peer influence play a strong role in shaping the choices
of this demographic.

In terms of gender distribution, the results show a fairly balanced representation of male and
female respondents. However, male participants displayed a slightly higher frequency of cold
beverage consumption. This suggests that gender-based marketing strategies may not need to
be sharply differentiated but can still benefit from small customizations to appeal to specific
tastes or concerns.

An encouraging observation is the increasing awareness of health among consumers. A large

portion of the sample expressed a willingness to shift to healthier beverage options,
particularly if these alternatives maintain appealing taste and fall within affordable price
ranges. This signals a shift in the traditional mindset that equates cold beverages with sugary
and carbonated drinks. Companies that can offer low-sugar, natural, or functional beverages
may find a receptive market among today’s youth.

The study also highlights the importance of price sensitivity. Daily consumers, who often
belong to the student or early working professional category, prefer beverages priced below
₹20. This underlines the need for companies to maintain cost-effective options or provide
value-added products at competitive prices.
In conclusion, the findings point to a dynamic consumer base that values taste and
affordability but is becoming increasingly health-conscious. Beverage brands that adapt to
these changing preferences—by offering healthier, affordable, and flavorful options—stand
to benefit the most. While the study presents relevant and timely insights, its scope is limited
to a specific sample size and region. Future research should consider a broader demographic
and include longitudinal data to validate trends and provide a more comprehensive picture of
evolving consumer behavior.
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