ABSTRACT

The project entitled A STUDY ON CONSUMER PERCEPTION

ABOUT MAA FRUIT DRINKS UNDER CAVINKARE was carried out for
CAVINKARE PVT. LTD., CHENNAI. The duration of the study was on two
months. The study was undertaken with the objective of finding consumer
perception and to find out the market potential for MAA fruits in Chennai city.
The study was supported by 14 respondents.Choice of fruit drinks! factors
influencing choice of fruit drinks! consumption pattern of fruit drinks were studied.
The data Collected were analy"ed using percentage analy"e and chi#s$uare test.
%ased on the analysis of data! it was found that slice Maa"a and &rootnik are
dominating in the tetra pack fruit juice market. Also advertisement in the tetra pack
fruit juice market and promotional schemes were found to be not satisfactory. The
study put forth few suggestions like improved advertisement! more promotional
offers! focus on mango flavor etc.! for increased sales and growth of the
organi"ation.
1
C'A(T)* + ,
-).)*A/ ,.T*012CT,0.
SOFT DRINKS
The term soft drinks was originated to distinguish between non alagalic
beverage from hard li$uor. 3oft drinks are non algalic carbonated or non carbonated
beverage usually containing a sweetening agent! edible acid and natural of artificial
flavour. 3oft drinks include cola beverages! fruit flavoured drinks and ginger are and root
beer! coffee! tea! milk etc.
The non corborated beverages sector can be classified as fruit dinks!
nector and juices. The classification is based on the percentage of the fruit pulp content in
the beverage. &ruit drinks has to have minimum fruit pulp content of 145 while nector
needs to have a minimum fruit pulp content of 65 the total si"e of the branded non
corborated beverages in the organi"ed segment is estimated at rs44 crores.
&or ,ndians! drinking juices is not a new concept. &ruit drinks in the
unorgani"ed segment are considered cheaper and fresher by consumers! even though they
are unhygienic. The organi"ed natural juice market in is currently in a nascent stage +
though it is growing at a healthy 75 to 445 per annum. The market has had high entry
barrier. &ew customers are convinced about packet juices! being preservative free and as
healthy as freshly s$uee"ed juice! the drinks market is relatively more mature and
growing at 64#65.
The juice category is the fastest growing segment at the present estimated
to be growing by 64 to65 per annum. The fruit drinks category as sluggish growth. The
juice drinking habits in ,ndia are not as strong as in west. %ut slowly! the category has
been growing. people are slowly forming a habit of buying juices and stocking it at home
and serving it at breakfast are other times of day.
6
INTRODUCTION
%usiness is all around us and it is the main spring of modern life! only few people
understand its true nature and its role in the society. The study in any one of the fields of
business is essential for training one self in that field for their carrier in their future. More
over it helps in under standing the events in the right perspective and tackling different
situations effectively.

,t is $uite but usual that during scorching summer! people do crave for some cool
item. ,f such cool items are in the form of cool drinks! they receive more importance. The
cool drinks manufacturers are giving importance to the $uality that is why some cool
drinks manufacturers are increasingly making progress in the current markets.

7
TITLE OF THE STUDY
A STUDY ON CONSUMER PERCEPTION ABOUT MAA FRUIT DRINKS
Under CavnKare !"# $%e&a' re(eren&e ") CHENNAI CITY
4
COMPANY INTRODUCTION
3uccess is a journey not a destination. Cavin8are began with a young mind choosing
the road less taken. ,n 19:7 with a single product! Cavin8are started out as a small
partnership firm. The Company that began its journey as Chik ,ndia /td was renamed as
Cavin8are (vt. /td ;C8(/< in 199:. =ith innovative )ntrepreneur C.8. *anganathan at
the helm! Cavin8are emerged into a successful business enterprise.
3mart marketing and clear product positioning not only ensured Cavin8are>s growth but
also helped the company broaden its product portfolio e?tensively. The company now
markets ten major brands. 0ver the years! Cavin8are has achieved a competitive edge
with sound understanding of mass marketing dynamics. The company offers $uality
(ersonal care ;hair care! skin care! home care< and &ood products borne out of a keen
understanding of consumer needs and keeping up company>s the values of innovation and
customer satisfaction.
Today! Cavin8are! having established a firm foothold in the national market! is
increasing its popularity in the international arena. A dedicated *esearch @ 1evelopment
centre! e$uipped with latest e$uipment and technologies! constantly supports the various
divisions in their endeavour. The Company! which primarily relied on contract
manufacturing for many years has now set up its own world class plant at 'aridwar to
cater to the demand of both domestic and international market.
Cavin8are -roup has crossed a turnover of ::19 million ,.* in 6449#6414. The
Company has employee strength of AB! an all ,ndia network of 1744 3tockists catering
to about 6 lakh outlets nationally. Cavin8are>s astute professionalism! innovative
products and consistent $uality are results of its significant corporate practice.
C To succeed we believe that we need total commitment and highest standard of ethical
and corporate behaviour in order to provide the best for our consumers, stakeholders
and employees".

COMPANY PROFILE
(rofile of Cavin8are (vt. /T1
V$)n
To produce enormous varieties of products based on food and to promote all over the
world.
The banker of Cavin8are fruit is ICICI
Adver"$e*en" a+en&e$
Dignesh advertisement agencies in Chennai.
Bran&#e$,
1. C')..A, ,. TAM,/.A12
6. T'*,C2* ,. 8)*A/A
7. %A.-A/0*) ,. 8A*.ATA8A
4. *AEAM212*, A.1 D,EFA=A1A ,. A.1'*A
. MA/AF3,A
B. 3,.-A(0*)
A. 12%A,
:. MA/A1,DA3
9. (0*T %/A,* ,. A.1'AMA.
De'ver- )( +))d$
=eekly once in season time
0nce in two weeks during off season
B
C)*%e"")r$
&rooti
3lice
Maa"a
8issan
&ruitnik
Eumpin
*eal
Appy
Sa'e$ %er)d
3easonal sales G April! May and Eune
0ff season sale G Euly to March
A.)/" C#enna .ran&#
,t covers 4444 shops in :B areas where two stockists are appointed to carry over the
business activities.
'ighest sales G Andhra! 8erala and Andamans
Fearly turn over G 4 crores.
Pr)d/&" %r)('e
MAA fruit drinks comes in 7 flavor which are as follows.
Mango
(ine apple
(ink guava
A
CHAPTER 0 II
REVIE1 OF LITERATURE,
NEED FOR THE STUDY,
Consumer perception has strategy implication for marketers because consumers make
decisions based on what they perceive rather on the basis of objective reality.
Thus a study on consumer perception about MAA fruit drinks will help the marketer to
know how the product is being perceived by the consumer and what changes the marketer
need to make in their marketing strategy.
:
OB2ECTIVES
1. To find out the consumer perception towards MAA fruit drinks
6. To find out the reasons for preference of MAA fruit drinks
7. To analy"e the opinion of consumer on MAA fruit drinks advertisement
9
SCOPE OF THE STUDY,
The scope of the project is confined to Chennai city.
The survey has been made with the consumers of different categories like employees!
housewifeHs and students.
The study will be useful for the company to know their position in the market and to
make necessary changes in their marketing strategy.
14
LIMITATIONS OF THE STUDY,
1. The observation may not be applicable to other areas! other than the
survey field.
6. The accuracy of the figure and data are subject to the respondents view.
7. Consumer behavior trends keep changing because of innumerable factors
like change in season! taste and income! thus the results of this study may
not have a long term value.
4. The study is limited to Chennai city only.
11
THEORITICAL BACK3ROUND
Per&e%")n,
(erception is defined as the process by which an individual selects! organi"es and
interprets stimuli into a meaningful and coherent picture of the world.
(erception has strategy implications for marketers! because consumers make
decisions based on what they perceive! rather than on the basis of objective reality.
The interpretation of stimuli is highly subjective and is based on what the
consumer e?pects to see in light of previous e?perience! on the number of plausible
e?planations he or she can envision! on motives and interests at the time of perception!
and on the clarity of the stimulus itself. ,nfluences that tend to disfort objective
interpretation include physical appearances! stereotypes! halo effects! irrelevant cures!
first impressions! and the tendency to jump to conclusions.
Eust as individuals have perceived images of themselves! they also have perceived
image of (roducts and brands. The perceived image of a product or service ;i.e.! its
symbolic meaning< is probably more important to its ultimate success than are its actual
physical characteristics. (roducts and services that are perceived favorably have a much
better chance of being purchased than products or services with unfavorable or neutral
images.
Consumers often judge the $uality of a product or services on the basis of a
variety of information cuesI some are intrinsic to the product ;e.g.! color! si"e! flavor!
aroma<!while others are e?trinsic ; e.g.! price! store images! brand image! service
environment <. ,n the absence of direct e?perience or other information! consumers often
rely on price as an indicator of $uality.The images of retail stores influence the perceived
$uality of products they carry! as well as the decisions of consumers as to where to shop.
Manufactures who enjoy a favorable image generally find that their new products
are accepted more readily than those of manufactures with less favorable or even neutral
images.
16
CHAPTER 0 III
RESEARCH METHODOLO3Y
RESEARCH METHODOLO3Y,
*esearch methodology is a systematic way to solve research problem. ,t may be
understood as a science of studying how the research is done scientifically. This includes
geographical area covered! period of study! research design! method of data and analysis
of data.
3e)+ra%#&a' Area,
The geographical area of the study is with in C#enna C"-.
Per)d )( $"/d-,
The period of the study is 6.4.6414 to 1A.4A.6414.
Re$ear&# de$+n,
De$&r%"ve re$ear&# is used in this study. This research design simply describes the
accurate description of customers who use the products. The descriptive study is typically
concerned with determining the fre$uency with which something occurs.
Sa*%'n+ De$+n,

P)%/'a")n
(opulation is the set of all objects that possess some common set of
characteristics with respect to a marketing research problem.
,n this research! the population is the general public.
Sa*%'n+ Un",
3ample unit is any type of element making a sample.
The sample unit in this study is E*%')-ee$, S"/den"$ and H)/$e!(e$.
17
Sa*%'e $4e,
The total number of sample units selected for the study makes up the
sample si"e. ,n this research the sample si"e is 567 re$%)nden"$.
Sa*%'n+ "e&#n8/eG JC)nvenen&e $a*%'n+ K

Convenience sampling refers to the collection of information from
members of the population who are conveniently available to provide it.
Da"a &)''e&")n *e"#)d,
1ata collection is an act of collecting relevant and ade$uate data re$uired
for the research from the sample si"e.

3enera''- "!) *e"#)d$ are /$ed ()r da"a &)''e&")n, "#e- are9
(rimary data
3econdary data
Pr*ar- da"a,
The primary data are those which are collected for the first time. &or the
study! $"r/&"/red 8/e$")nnare through direct personal interview method was
used to collect data from fruit drinks consumers.
Se&)ndar- da"a,
The data collected from the industry profile! company profile etc.
S)/r&e )( da"a,
The sources of primary data are the )mployees! 3tudents and 'ousewife.
14
STATISTICAL TOOLS FOR ANALYSIS,
C#:$8/are ana'-$$,
8arl (earson first used this test in the year 1994. The chi s$uare values describes
the magnitude of discrepancy between theory and observation.
I" $ de(ned a$

;O 0 E<
= > :::::::::::::
E
R)! ")"a' ? C)'/*n ")"a'
E > ::::::::::::::::::::::::::::::::::
3rand ")"a'
1#ere,
0i + *efers to the observed fre$uencies.
)i L *efers to the e?pected fre$uencies.
1
CHAPTER 0 IV
ANALYSIS AND INTERPRETATION
TABLE NO.5
3ENDER PREFERENCE OF FRUIT DRINKS
3)MNCAT)-0*,)3 )M(/0F)) '023)
=,&)
3T21).T3 0T')*3 T0TA/
MA/) 4 44 67 14 :7
&)MA/) 6B 67 14 7 B6
T0TA/ AB 67 77 17 14
S)/r&e , (rimary 1ata
In(eren&e,
The above table shows that A.65 of the respondents are male and 46.A5 are &emale.
0ut of this in the employee category!74.5 male prefer MAA fruit drinks and 1A.95
females prefer MAA fruit drinks ! 1.95 of house wife prefer MAA fruit drinks !in
students category 1.95male and B.95 female prefer MAA fruit drinks and in other
category B.95 male and 6.15 female prefer MAA fruit drinks.
1B
CHART NO 1
GENDER PREFERENCE OF FRUIT DRINKS
26
23
10
3
0
10
20
30
40
50
60
EMPLOYEE HOUSE WIFE STUDENTS OTHERS
CATEGORIES
N
O

O
F

R
E
S
P
O
N
D
E
N
T
S
MALE
FEMALE
1A
TABLE NO.=
FRE@UENCY OF CONSUMPTION OF FRUIT DRINKS
&*)O2).CF .0 0& *)3(0.1).T3 ()*C).TA-)
1A,/F 0.C) 64 17.:
6 T0 4 T,M)3 ,3 A =))8 19 17.1
=))8/F 0.C) B4 41.4
M0.T'/F 0.C) 6 1A.6
0CCA3,0.A//F 1 14.7
D)*F *A*)/F B 4.6
T0TA/ 14 144
S)/r&e, (rimary data
In(eren&e,
,t is inferred that out of 14 respondents about 41.45 of the respondents
consume fruit drinks weekly once!1A.65 consume monthly once! about 17.:5 consume
daily once! about 17.15 consume 6 to 4 times in a week! about 14.75 consume
occasionally and 4.65 consume very rarely.
1:
CHART NO 2
FREQUENCY OF CONSUMPTION OF FRUIT DRINKS
20
19
60
25
15
6
0
10
20
30
40
50
60
70
D
A
I
L
Y

O
N
C
E
2

T
O

4

T
I
M
E
S

I
S

A

W
E
E
K
W
E
E
K
L
Y

O
N
C
E
M
O
N
T
H
L
Y

O
N
C
E
O
C
C
A
S
I
O
N
A
L
L
Y
V
E
R
Y

R
A
R
E
L
Y
FREQUENTLY
N
O

O
F

R
E
S
P
O
N
D
E
N
T
S
19
TABLE NO.A
PREFERABLE BRAND OF FRUIT DRINKS
%*A.1 .0 0& *)3(0.1).T3 ()*C).TA-)
MAA 7 64.1
MAAPA 69 64
3/,C) B 7:.B
&*2,T .,8 6 1A.7
T0TA/ 14 144
S)/r&e , (rimary data
In(eren&e,
The above table shows the details about different brands of fruit drinks preferred
by consumers. 0ut of 14 respondents about 7:.B5 of respondents like 3lice! about
64.15 of respondents like MAA! 645 of respondents like Maa"a and 1A.75 of
respondents like &ruit nik.

64
CHART NO 3
PREFERABLE BRAND OF FRUIT DRINKS
35
29
56
25
0
10
20
30
40
50
60
MAA MAAZA SLICE FRUIT NIK
BRAND
N
O

O
F

R
E
S
P
O
N
D
E
N
T
S
61

TABLE NO.6
REASONS FOR PREFERENCE OF A PARTICULAR BRAND
CAT)-0*F .0 0& *)3(0.1).T3 ()*C).TA-)
.)A* %F ADA,/A%,/,TF : .
O2A/,TF 74 64.A
(*,C) 14 9.B
&*)3'.)33 9 44.A
1,&&)*).T
&/AD02*NDA*,A.T3
64 17.:
%*A.1 .AM) 7.
)&&)CT,D)
A1D)*T,C)M).T
4 6.A
TA3T) 7.
T0TA/ 14 144
S)/r&e, (rimary data
In(eren&e,
,t is inferred that out of 14 respondents about 44.A5 prefer fruit drinks for
freshness! about 64.A5 prefer fruit drinks for $uality! about 17.:5 prefer fruit drinks for
different flavorNvariants! about 9.B5 prefer fruits drinks for price! about .5 prefer fruit
drinks for near by availability! about 7.5 prefer fruit drinks for brand name and taste
and 6.A5 prefer fruit drinks for effective advertisement.
66
CHART NO 4
REASONS FOR PREFERENCE OF A PARTICULAR BRAND

30
14
20
5
4
5
59
0
10
20
30
40
50
60
70
N
E
A
R

!
Y

A
V
A
I
L
A
!
I
L
I
T
Y
"
U
A
L
I
T
Y
P
R
I
C
E
F
R
E
S
H
N
E
S
S
D
I
F
F
E
R
E
N
T

F
L
A
V
O
U
R
#
V
A
R
I
A
N
T
S
!
R
A
N
D

N
A
M
E
E
F
F
E
C
T
I
V
E

A
D
V
E
R
T
I
C
E
M
E
N
T
T
A
S
T
E
FACTORS
N
O

O
F

R
E
S
P
O
N
D
E
N
T
S
67
TABLE NO.7
CONSUMPTION OCCASION OF FRUIT DRINKS
0CCA3,0. .0 0& *)3(0.1).T3 ()*C).TA-)
&)3T,DA/ 3)A30. 66 1.6
(A*TFN-)T
T0-)T')*
67 1.9
MA**,A-)
*)C)(T,0.
76 66.1
=,T' &AM,/F 64 1B.
=,T' &*,).13 7B 64.:
.0 3()C,&,C
*)A30.
: .
T0TA/ 14 144
S)/r&e, (rimary data
In(eren&e,
&rom the above table it is inferred that out of 14 respondents! 64.:5 of the
respondents take fruit drinks along with friends! 66.15 during marriage reception! 1B.5
consume fruit drinks with family!1.95 take in parties and get together! 1.65 consume
during festival season! about ..5 consume fruit drinks for no specific reason.
64
CHART NO 5
CONSUMPTION OCCASION OF FRUIT DRINKS
22
23
32
24
36

0
5
10
15
20
25
30
35
40
F
E
S
T
I
V
A
L

S
E
A
S
O
N
P
A
R
T
Y
#
$
E
T

T
O
$
E
T
H
E
R
M
A
R
R
I
A
$
E

R
E
C
E
P
T
I
O
N
W
I
T
H

F
A
M
I
L
Y

W
I
T
H

F
R
I
E
N
D
S
N
O

S
P
E
C
I
F
I
C

R
E
A
S
O
N
OCCASION
N
O

O
F

R
E
S
P
O
N
D
E
N
T
S
6
TABLE NO.B
CONSUMPTION LEVEL OF MAA FRUITS
C0.32M(T,0. .0 0& *)3(0.1).T3 ()*C).TA-)
C0.32M)* 144 A1.A
.0. C0.32M)* 41 6:.7
T0TA/ 14 144
S)/r&e, (rimary data
In(eren&e,
&rom the above table it is inferred that A1.A5 of respondents out of 14 respondents
consumed MAA fruit drinks and 6:.75 have not consumed.
6B
CHART NO 6
CONSUMPTION LEVEL OF MAA FRUITS
104
41
CONSUMER
NON CONSUMER
6A
TABLE NO.C
FLAVOUR PREFERENCE OF FRUIT DRINKS
&/AD02* .0 0& *)3(0.1).T3 ()*C).TA-)
MA.-0 B 44.:
(,.) A((/) 4 74.
-2ADA 74 64.A
T0TA/ 14 144
S)/r&e, (rimary data
In(eren&e$,
The above table shows that out of 14 respondents about 44.:5 like mango flavor!
about 74.5 like pine apple flavour followed by guava flavour preferred by 64.A5.
6:
CHART NO 7
FLAVOUR PREFERENCE OF FRUIT DRINKS
65
50
30
0
10
20
30
40
50
60
70
MAN$O PINE APPLE $UAVA
FLAVOUR
N
O

O
F

R
E
S
P
O
N
D
E
N
T
S
69
TABLE NO.D
REASON FOR CONSUMPTION OF MAA FRUIT DRINKS
*)A30. .0 0& *)3(0.1).T3 ()*C).TA-)
1,&&)*).T &/AD02* 6B 1A.9
&*)3'.)33 46 69
O2A/,TF 6A 1:.B
O2A.T,TF 71 61.4
(*,C) 14 9.B
%*A.1 .AM) 7.
T0TA/ 14 144
S)/r&e, (rimary data
In(eren&e,
,t is inferred that out of 14 respondents about 695 consume fruit drinks for fresh
ness! about 61.45 consume because of $uantity! about 1:.B5 consume because of
$uality! about 1A.95 consume because of different flavours! about 9.B5 consume
because of price and 7.5 consume fruit drinks because of brand name.
74

CHART NO 8
REASON FOR CONSUMPTION OF MAA FRUIT DRINKS
26
42
27
31
14
5
0
5
10
15
20
25
30
35
40
45
D
I
F
F
E
R
E
N
T

F
L
A
V
O
U
R
F
R
E
S
H
N
E
S
S
"
U
A
L
I
T
Y
"
U
A
N
T
I
T
Y
P
R
I
C
E
!
R
A
N
D

N
A
M
E
REASON
N
O

O
F

R
E
S
P
O
N
D
E
N
T
S
71
TABLE NO.E
EFFECTIVE CHANNEL FOR ADVERTISIN3
MAA FRUIT DRINKS
M)1,A .0 0& *)3(0.1).T3 ()*C).TA-)
TD 94 B4.:
MA-AP,.) 7B 64.:
.)=3 (A()* 1 14.4
T0TA/ 14 144
S)/r&e, (rimary data
In(eren&e,
,t is inferred that out of 14 respondents about B4.:5 of respondents suggest TD
channels to be more effective for advertisement! about 64.:5 suggest maga"ine! and
about 14.45 suggest news paper.
76
CHART 9
EFFECTIVE CHANNEL FOR ADVERTISING MAA FRUIT DRINKS
94
36
15
TV
MA$AZINE
NEWS PAPER
77
TABLE NO.5F
OPINION ON SUFFICIENCY OF PUBLICITY FOR
MAA FRUIT DRINKS
0(,.,0. .0 0& *)3(0.1).T3 ()*C).TA-)
32&&,C,).T 9A BB.9
.0T 32&&,C,).T 4: 77.1
T0TA/ 14 144
S)/r&e, (rimary data
In(eren&e,
0ut of 14 respondents! BB.95 feel that MAA fruit drinks have sufficient publicity
and 77.15 feel that present publicity is not sufficient.
74
CHART NO 1
OPINION ON SUFFICIENCY OF PUBLICITY FOR MAA FRUIT DRINKS
97
4
%&''()(*+,
+-,%&''()(*+,
7
TABLE NO. 55
SATISFACTION LEVEL FOR VARIOUS FACTORS REARDIN3
MAA FRUIT DRINKS
'ighly satisfied 3atisfied Moderate 1is satisfied
Ouality 77 ;66.A5< :9 ;B1.45< 64 ;17.:5< 7 ;6.15<
(rice 9 ;B.65< 4 ;74.5< :1 ;.95< ;7.45<
&lavor 9 ;B.65< 4: ;77.15< A4 ;4:.75< 1: ;16.45<
%rand name 11 ;A.B5< 6 ;7.95< B ;44.:5< 1A ;11.A5<
&resh ness 1 ;14.45< :B ;9.75< 44 ;6A.B5< 4 ;6.A5<
Taste 17 ;95< 14 ;A6.45< 64 ;1B.5< 7 ;6.15<
S)/r&e, (rimary datas
In(eren&e,
&rom the above table! it can be inferred that B1.45 of the respondents feel that Ouality
is satisfactory! .95 feel that price is moderate when compared to other %rands! 4:.75
are moderately satisfied with the flavor! 44.:5 have an opinion that the brand name is
moderately satisfying! 9.75 are satisfied with the feeling of &reshness after consuming
MAA fruit drinks and A6.45 are satisfied with the taste.

7B
CHART NO 11
SATISFACTIOM LEVEL FOR VARIOUS FACTORS READING MAA FRUIT
DRINKS
33
9 9
11
15
13
9
50
4
52
6
105
20
1
70
65
40
24
3
5
1
17
4
3
0
20
40
60
0
100
120
"&./(,0 P1()* F/.2-1 !1.+3 +.4* F1*%5 +*%% T.%,*
FACTORS
N
O

O
F

R
E
S
P
O
N
D
E
N
T
S
HI$HLY SATISFIED
SATISFIED
MODERATE
DIS SATISFIED
7A
TABLE NO.5=

CONSUMERS ABILITY TO RECOLLECT THE RECENT
ADVERTISEMENT OF MAA FRUIT DRINKS
*)C0//)CT,0. 0&
A1D)*T,3)M).T
.0 0& *)3(0.1).T3 ()*C).TA-)
A%/) 117 AA.9
2.A%/) T0 *)C0//)CT 76 66.1
T0TA/ 14 144

S)/r&e, (rimary data
In(eren&e,
&rom the above table! it is inferred that out of 14 respondents! about AA.95 of
*espondents are able to recollect the recent advertisement of MAA fruit drinks! 66.15
are unable to recollect the recent advertisement.
7:
CHART NO 12
CONSUMERS ABILITY TO RECOLLECT THE RECENT
ADVERTISEMENT OF MAA FRUIT DRINKS
113
32
A!LE
UNA!LE TO RECOLLECT
79
CHI 0 S@UARE TEST
A$$)&a")n !"# re&en" adver"$e*en"$ )( MAA (r/"$ drnG$ and &)n$/*%")n )(
MAA (r/" drnG$.
*ecent advertisements
Consumed
MAA fruit
drinks
Fes .o Total
Fes :A 66 149
.o 6B 14 7B
Total 117 76 14
'o G The consumption pattern of MAA fruit drinks are dependent upon its advertisement.
'1 G The consumption pattern of MAA fruit drinks are independent upon its
advertisement.
R)! T)"a' ?&)'/*n T)"a'
EH%e&"ed (re8/en&- > ::::::::::::::::::::::::::::::::::::::
N) )( re$%)nden"$
EH%e&"ed (re8/en&- "a.'e,
*ecent advertisement
Consumed
MAA fruit
drinks
Fes .o
Fes :4.9 64
.o 6: A.9

44
C#:$8/are "a.'e,
0bserved
;0<
)?pected
;)<
;0#)<6 N )
:A :4.9 4.4
66 64 4.1A
6B 6: 4.14
14 A.9 4.B
Total 4.96
Ca'&/'a"ed va'/e >F.E=
Ca'&/'a")n )( "#e "a.'e,

/evel of significance 5 level Q4.4
1egrees of freedom Q ;r#1< ;c#1<
Q ;6#1< ;6#1<
Q 1
Ta.'e va'/e > A.D65
Ta.'e va'/e $ +rea"er"#an &a'&/'a"ed va'/e $) !e a&&e%" HO ;N/'' #-%)"#e$$<
C)n&'/$)n,
The consumption pattern of MAA fruit drinks is independent upon its recent
advertisement.
CHAPTER : V
41
FINDIN3S
1. A1.A5 of the respondents have consumed MAA fruit drinks.
6. Majority of the fruit drinks consumers ; 64.:5 < are consuming fruit drinks
with their friends and they donHt have any specific reason. Most of them are
,nfluenced by friends circle.
7. Most of the consumers ; 41.45 <are seen to consume fruit drinks weekly once.
4. The over all opinion about the cost of fruit drinks was found to be moderate
among the different fruit drinks brand available.
. The#brand preference for fruit drinks is on the basis of freshness and $uality!
this was suggested by ; 44.A5 < of respondents.
B. TD advertisement of MAA fruit drinks is appreciated more by fruit drinks
Consumers ; B4.:5 <.
A. Among the different flavors available mango flavor is more preferred by the
Consumers; 44.:5 <.
:. Consumers feel that though the $uality of MAA products are good but the
advertisement is not very effective and the availability is poor.
9. Among the different brands of fruit drinks slice is found to be preferred by most
of the respondents ; 7:.B5 <.
14. According to ; 695 <respondents the reason for consumption of Maa fruit
drinks was found out to be freshness.
46
11. BB.95 of the respondents feel that there is sufficient publicity for Maa fruit
drinks.
16. AA.95 of respondents were able to recollect the recent ad of Maa fruit drinks.
17. B1.45 of respondents are satisfied with $uality of Maa fruit drinks.
14. .95 feel that price of Maa fruit drinks is moderate.
1. 4:.75 respondents are moderately satisfied with the flavour.
1B. 44.:5 respondents are moderately satisfied with the brand name of Maa fruit
drinks.
1A. 9.75 respondents are satisfied with the feeling of freshness in Maa fruit
drinks.
1:. A6.45 are satisfied with the taste of Maa fruit drinks.
47
SU33ESTIONS,
1. After the global competition in the fruit drinks market in ,.1,A! the ,ndian
manufacturer can improve the market share only by giving effective
advertisement.
6. 3o the company should improve the present advertisement in order to make it
more effective and to increase the sales and market share.
7. The company can sponsor college level competition of sports day! annual day etc
to increase publicity among students.
4. The company should introduce mini packs of MAA fruit drinks.
. The company should make the product available or display at more no of location
to increase the sales.
44
CONCLUSION,
This study leads to the conclusion that fruit drinks market is an emerging market
having a huge growth potential. )specially after the Coke! (epsi controversy! people have
a preference shift towards fruit drinks in comparison to aerated soft drinks.

)ven in the fruit drinks market particularly! the local brands have been seen to
have an edge over the branded drinks when it comes to semi#urban and rural market. The
local brands have the capacity to penetrate deep in the market and thus score over the
branded ones.
=ide spread availability of the product and promotional efforts to be in the minds
of the consumers are found to be the major factors in successful marketing of the fruit
drinks.
4
A $"/d- )n &)n$/*er %er&e%")n a.)/" MAA (r/"$ n Sa'e* &"-
@/e$")nnare,
1. (lease tick the category which you belong to
a. )mployee J K b. 'ouse wife J K c. 3tudents J K
d. 0ther please! specify LLLLLLLLLLLL
6. 1o you consume soft drinks
a.Fes J K b. .o J K
,f yes !which category of soft drinks do you like
a. Aerated drinks J K b . &ruit drinks J K
c. %oth J K
7. 'ow fre$uently do you consume fruit drinks
a. 1aily once J K b. 6 to 4 times is a week J K
c. =eekly once J K d. Monthly once J K
e. 0ccasionally J K f. Dery rarely J K
4. =hich is your favourite brand in fruit drinks
a.MAA J K b. MAAPA J K c. 3/,C) J K
d. &*2,T .,8 J K
e. 0thersLLLLLLLLLLLLLLLLLLLLLL
. =hat made you to choose the above brand of fruit drink
a. .ear by availability J K b.Ouality J K c. (rice J K
d. &reshness J K e. 1ifferent flavourNvariants J K
f. %rand name J K g. )ffective advertisement J K h.Taste J K
i. 0thersLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
4B
B. 1uring what occasion you normally consume fruit drinks
a. &estival season J K b. (artyNget together J K
c. Marriage reception J K d. =ith family J K
e. =ith friends J K f. .o specific reason J K
g. 0thers please specifyLLLLLLLLLLLLLLLLLLL
A. 'ave you consumed MAA drinks
a.Fes J K b..o J K
:.=hat flavour of MAA fruits drinks you taste mostly
a. Mango J K b. (ine apple J K
c. -uava J K
9. =hat made you to consume MAA fruit drinks
a. 1ifferent flavour J K b. &reshness J K
c. Ouality J K d. Ouantity J K
e. (rice J K f. %rand name J K
g. 0ther please specifyLLLLLLLLLLLLLLLLLLLLLL
14. =hat is your opinion on following factors with regard to MAA
&ruit drinks
'ighly
satisfied
satisfied moderate 1is
satisfied
'ighly dis
satisfied
Ouality
(rice
&lavor
%rand name
&resh ness
Taste
0thers please
specify
4A
11. Can you recollect any of the recent advertisement of MAA fruit drinks
a.Fes J K b. .o J K
16. ,f yes specify the advertisement of MAA fruit drinks
a.Tv J K b.Maga"ine J K c. .ews paper J K
d. 0thers please specify LLLLLLLLLLLLLLLLLL
3pecify the media in which you have seen the advertisement
LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
17. =hich media do you think is most effective with reference to fruit drinks
advertisement
a.Tv J K b. Maga"ine J K c. .ews paper J K
d. 0thers please specifyLLLLLLLLLLLLLLLLLLL
14. =hy do you think the above mentioned media is effective
LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
1. 1o you think there is sufficient publicity for MAA fruit drinks
a. Fes J K b. .o J K
1B. ,f there is more publicity would you consume more MAA fruit drinks
a. Fes J K b. .o J K
1A. Any other suggestion regarding MAA fruit drinks
LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL LLLLLLLLLLLLLLLLLLLLLL

4:
PERSONAL DETAILS
1. .ame G
6. 3e? G
7. Address G
4. ,ncome G
. )ducation G
B. Age G
THANK YOU
49
BIBLIO3RAPHY,
1onald Cooper! R*esearch Methodology methods and techni$uesS!
second edition! Tools ,mplementation .pg.no 1B9
(hilip 8otler RMarketing researchS! thirthteenth edition! Analy"ing
the consumer market page no G 14
1e.$"e$ Re(erred
httpGNNen.wikipedia.orgNwikiN(erceptionL1igital ;july14!6414<
www.cavinkare.com
httpGNNwww.$uickmba.comNmarketingNresearchN ;july1B!6414<
www.bing.com
httpGNNmanagementhelp.orgNmrktngNmkLrsrchNmkLrsrch.htm ;july
1A!6414<

4