1

SECTION 1
APOORV SAXENA DM15109
HARSH KETUMAN PANDYA DM15119
MALHAR DIVYANG LAKDAWALA DM15129
RASHMI RAM MANOHAR DM15139
SEJAL MANGAL DM15149



2

INTRODUCTION
Mango is the king of fruits. It is one of the most popular fruits in our country. Generally when people want to
select a flavor in fruit juices they choose mango as flavor. Nowadays the preferences of people are shifting
towards healthier choices. This is creating issues for cola drink marketers. People generally tend to believe that
fruit juices have nutritional value, they are healthy. Colas are generally associated with high calorie levels,
being bad for health, containing artificial flavors.
India is known as a country crazy behind cricket, music, movies and mangoes. Maaza a product marketed by
Coca-cola has captured this craze for mangoes in our country very well. Its message Maaza Lao Aam Ki Pyaas
bhujhao has attracted the attention of many. All their advertisements portray people being crazy for mangos.
Their wish for having mangos all year round is fulfilled by Maaza which gives mangos in the form of juice.
Maaza to quite some extent has been successful in becoming synonymous with mango. It focuses on providing
authentic mango experience for its consumers.
The total size of non-carbonated, packaged fruit drinks in India is estimated around Rs 2, 500 crore, which
includes fruit drinks (below 20 per cent fruit pulp), nectars (between 25-85 per cent fruit pulp) and juices (above
85 per cent fruit pulp). Mango flavored drinks poses the highest share within the packaged fruit drinks
category1.
1
As per independent industry estimates in the juice segment, Maaza has a chunky market share of 37%, followed
by Slice at 22% and Frooti at 13%.
2
Thus we can see that Maaza is the undisputed market leader. Let us look at
Maazas two major competitors frooti and slice. Frooti is still considered as a kids drink. It has tried to re-
position its product as a drink for all ages but it hasnt been very successful. On the hand if you see Slice it is
generally considered as a drink for elders. Maaza focuses on providing genuine mango juice experience hence it
captures both the market for children and elders equally well.

OBJECTIVE OF OUR SURVEY
We have conducted this survey to understand the pre-purchase consumer behavior. In total we have interviewed
26 people. Through this survey we are trying to understand the factors that consumers consider when they buy
Maaza. Our questionnaire contains close ended questions. Also in our sample we have tried to include people of
all ages to get a better view.











3

Following is our questionnaire which we have used for our survey
This questionnaire is part of a marketing project being conducted by us (students of Great Lakes Institute
Management of Studies) on Maaza fruit juice. Kindly tick your responses.
Name (not mandatory)
Age
o Under 15
o 15-20
o 20-30
o 30-40
o 40 and above
Gender
o Male
o Female
What is your Occupation?
o Student
o Self employed
o Working
o Homemaker
o Others
Do you consume fruit juices?
o Yes
o No
Kindly rate the following brands of mango fruit juices on a scale of 1 to 5 (1 being best and 5 being poor)
Brands 1 2 3 4 5
Maaza
Slice
Frooti
Tropicana
Real

How do you know about Maaza?
o Family
o Friends
o TV Commercials
o Radio
o Internet
o Newspaper/Magazine Advertisements
o Others
4

Rate Maaza on the below mentioned factors on a scale of 1 to 5 (5 being the highest and 1 being the
lowest)
Qualities 1 2 3 4 5
Taste
Flavour
Packaging
Advertisement
Value for money
Is Maaza a health drink?
o Strongly agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
Are of the belief that Maaza is made from real mangoes?
o Yes
o No
o Cannot Say
Do you believe that the Maaza advertisements have influenced your decision to consume it?
o Yes
o No
What kind of packaging do you prefer Maaza to be in?
o Glass
o Tetra Pack
o Pet bottle
o Doesnt matter
How often do you consume Maaza?
o Daily
o Once a week
o Occasionally
Is Maaza easily available?
o Yes
o No
How satisfied are you with Maaza?
o Extremely Satisfied
o Satisfied
o Neutral
o Dissatisfied
o Extremely Dissatisfied
5

ANALYSIS
Age
o Under 15
o 15-20
o 20-30
o 30-40
o 40 and above
In %

We have tried to cover all types of age groups in our survey. We noticed that the children who are under the age
of 15 years were excited to answer all the questions. They were more aware about the product and information
related to it compared to the people were above 40.
Gender
o Male
o Female
In %

We have tried to represent both males and females in our sample to get a better understanding.


11.5
19.2
34.6
19.2
15.4
Age
Under 15 15 to 20 20 to 30 30 to 40 40 and above
65.4
34.6
Gender
Male
Female
6

What is your occupation?
o Student
o Self employed
o Working
o Homemaker
o Others

Do you consume fruit juices?
o Yes
o No

Almost everyone whom we surveyed consume fruit juices. Nowadays a lot of people are being health
conscious. They believe that consuming juices is good for health. Only 1 person in our survey has couldnt
answer this question.
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 22 84.6 88.0 88.0
No 3 11.5 12.0 100.0
Total 25 96.2 100.0
Missing 99.00 1 3.8
Total 26 100.0
38.5
26.9
19.2
7.7
7.7
Occupation
Student
Self employed
Working
Homemaker
Others
84.6
11.5
Consumption of fruit juices
Yes
No
7

How do you know about Maaza?
o Extremely Satisfied
o Satisfied
o Neutral
o Dissatisfied
o Extremely Dissatisfied
In %

As we can see that maximum people are aware about Maaza through TV commercials. Maaza sends the
message of true mango experience even in mango off season. On surveying these people we realized that a lot
of people confuse the Slice advertisement for Maaza. When we mention Maaza they relate it to the Slice
advertisement. Thus Maaza benefits from its own advertisements and also Slices advertisements.
Frequency Percent Valid Percent Cumulative
Percent
Valid
Family 1 3.8 3.8 3.8
Friends 1 3.8 3.8 7.7
TV Commercials 19 73.1 73.1 80.8
Newspaper/Magazine Ad 1 3.8 3.8 84.6
Others 4 15.4 15.4 100.0
Total 26 100.0 100.0
Are of the belief that Maaza is made from real mangoes?
o Yes
o No
o Cannot Say
In %

3%
4%
70%
4%
4% 15%
Sources of Information
Family
Friends
TV Commercials
Radio
Internet
Newspaper/Magazine
Others
8







A lot of people are of the belief that Maaza is made from real mangoes. There were a few children who believed
that maaza is flavored with artificial color.
Belief
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 13 50.0 50.0 50.0
No 9 34.6 34.6 84.6
Can't Say 4 15.4 15.4 100.0
Total 26 100.0 100.0


Is Maaza a health drink?
o Strongly agree
o Agree
o Neutral
o Disagree
o Strongly Disagree

30.77
19.23
23.07
19.23
7.69
Is Maaza a health drink
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
50
34.6
15.4
Is Maaza made from real mangoes?
Yes
No
Can't say
9

When we asked if maaza is a health drink 30% of the people strongly agreed. The children we asked were of the
belief that maaza is not a health drink. Otherwise overall the perception of maaza is that it is healthy. Nowadays
people are becoming more conscious of their health. They consider juices to be a healthy alternative compared
to cola drinks. Cola drinks are generally associated with being unhealthy, high on calories etc.
Health * Gender Crosstabulation
Count
Gender Total
Male Female
Health
Strongly Agree 5 3 8
Agree 3 2 5
Neutral 4 2 6
Disagree 3 2 5
Strongly Disagree 2 0 2
Total 17 9 26

Do you believe that the Maaza advertisements have influenced your decision to consume it?
o Yes
o No
In %

When we asked this question a lot of people were confusing the Slice Katrina Kaif advertisement with Maaza.
Hence Maaza has an advantage here. They are benefitting because of Slice. Also Maazas own advertisements
are very effective. They send the message of true mango experience in their advertisement. They promote
mango experience in all seasons.

57.7
42.3
Influence of Maaza
advertisement on consumption
decision
Yes
No
10

Influence_Ad
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 15 57.7 57.7 57.7
No 11 42.3 42.3 100.0
Total 26 100.0 100.0


What kind of packaging do you prefer Maaza to be in?
o Glass
o Tetra Pack
o Pet bottle
o Doesnt matter

A lot of people prefer Maaza to be in Tetra packs as it is convenient to hold the bottle. Also it becomes easy for
them to travel with it.
Package_Preference
Frequency Percent Valid Percent Cumulative
Percent
Valid
Glass 2 7.7 7.7 7.7
Tetra Pack 7 26.9 26.9 34.6
Pet Bottle 16 61.5 61.5 96.2
Doesn't Matter 1 3.8 3.8 100.0
Total 26 100.0 100.0

7.7
26.9
61.5
3.8
Preference in packaging
Glass
Tetra Pack
Pet Bottle
Doesn't Matter
11

How often do you consume Maaza?
o Daily
o Once a week
o Occasionally

When we asked people this question we saw that these people do not consume Maaza frequently. They consume
it occasionally i.e. not frequently.
Consumption_Pattern
Frequency Percent Valid Percent Cumulative
Percent
Valid
Daily 3 11.5 12.5 12.5
Once a Week 7 26.9 29.2 41.7
Occasionally 14 53.8 58.3 100.0
Total 24 92.3 100.0

Missing 99.00 2 7.7

Total 26 100.0



Is Maaza easily available?
o Yes
o No
11.5
26.9
53.8
7.7
Consumption
Daily Once a week Occasionally Other
12


The distribution strategy of Maaza is really good. Almost everyone agreed that Maaza was easily available.
Availability
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 24 92.3 92.3 92.3
No 2 7.7 7.7 100.0
Total 26 100.0 100.0


How satisfied are you with Maaza?
o Extremely Satisfied
o Satisfied
o Neutral
o Dissatisfied
o Extremely Dissatisfied

92.3
7.7
Availability
Yes
No
24%
36%
32%
8%
Satisfaction Level
Extremely Satisfied
Satisfied
Neutral
Dissatisfied
13

34.6% of the people were satisfied with the whole Maaza experience. They truly believe in the message given
by Maaza that it provides a unique mango experience.
SPSS Table
Frequency Percent Valid Percent Cumulative
Percent
Valid
Extremelly Satisfied 6 23.1 23.1 23.1
Satisfied 9 34.6 34.6 57.7
Neutral 8 30.8 30.8 88.5
Dissatisfied 2 7.7 7.7 96.2
99.00 1 3.8 3.8 100.0
Total 26 100.0 100.0


CROSS TABLE ANALYSIS

Age * Health Crosstabulation
Count
Health Total
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Age
Under 15 2 0 0 0 1 3
15-20 2 1 1 1 0 5
20-30 0 2 4 2 1 9
30-40 3 2 0 0 0 5
40 and above 1 0 1 2 0 4
Total 8 5 6 5 2 26
In our survey, we have inferred from the age-health cross-tabulation that most of the consumers have a
preconceived notion that Mazza is a health drink. Out the 26 samples that we have, 13 people believe that
Mazza is a health drink.6 people dont know whether its a health drink or not while 7 people disagreed to its
health benefits.


14


Age * Taste Crosstabulation
Count
Taste Total
Lowest Neutral High Highest
Age
Under 15 0 0 1 1 2
15-20 0 0 0 4 4
20-30 1 2 4 2 9
30-40 0 0 0 3 3
40 and above 1 1 1 1 4
Total 2 3 6 11 22

From the Age-Taste cross-tabulation we have made, we can infer that out of 22 people who gave their views,11
people rated the taste of Mazza to the highest level whereas 6 people rated it to the high level. So we can say
that the general consensus regarding the taste of Mazza is positive.
Age * Flavour Crosstabulation
Count
Flavour Total
Low Neutral High Highest
Age
Under 15 0 0 2 0 2
15-20 0 0 2 2 4
20-30 0 3 4 2 9
30-40 0 1 1 1 3
40 and above 1 1 2 0 4
Total 1 5 11 5 22

Similarly from the Age-Flavour cross-tabulation, the general consensus tends positively towards Mazza with 16
people out of 22 rating its flavour in the high (11) and highest (5) category respectively. Just 1 person rated its
flavour in the low category

15

Age * Packaging Crosstabulation
Count
Packaging Total
Lowest Low Neutral High Highest
Age
Under 15 0 0 0 0 2 2
15-20 0 0 1 1 2 4
20-30 1 1 4 2 1 9
30-40 0 1 0 2 0 3
40 and above 0 0 1 3 0 4
Total 1 2 6 8 5 22

From the Age-Packaging cross-tabulation, we can say that the packaging is an important factor as well in selling
Mazza with 13 out of 22 people rating its importance in the high(8) and highest(5) category.3 people rated its
importance in the low(2) and lowest(1) category.

Age * Advertisement Crosstabulation
Count
Advertisement Total
Lowest Low Neutral High Highest
Age
Under 15 0 0 0 0 2 2
15-20 0 0 0 3 1 4
20-30 1 1 3 1 3 9
30-40 1 0 0 2 0 3
40 and above 0 1 0 0 3 4
Total 2 2 3 6 9 22

For the Age-Advertisement cross-tabulation that we made, 15 out of 22 people opined that the advertisements
influence their decision to buy Mazza. Here we can easily highlight the importance of marketing strategies from
the companys point of view and how good marketing can influence the buying behaviour of the consumers.


16

Age * Value_for_money Crosstabulation
Count
Value_for_money Total
Low Neutral High Highest
Age
Under 15 0 0 2 0 2
15-20 1 1 0 2 4
20-30 2 2 4 1 9
30-40 0 0 3 0 3
40 and above 0 2 2 0 4
Total 3 5 11 3 22

In the Age-Value for money cross-tabulation, 15 people out of 22 have rated its value for money in the high &
highest zone respectively which indicated that Mazza has a high utility value in the consumers mind.

Age * Awareness Crosstabulation
Count
Awareness Total
Family Friends TV
Commercials
Newspaper/M
agazine Ad
Others
Age
Under 15 0 0 3 0 0 3
15-20 0 0 5 0 0 5
20-30 1 0 5 1 2 9
30-40 0 0 4 0 1 5
40 and above 0 1 2 0 1 4
Total 1 1 19 1 4 26

In the Age-Awareness cross-tabulation, out of the 26 surveys that we conducted 73% i.e. 19 people have
asserted that TV commercials made them aware of Mazza as a brand.


17


Age * Consumption_Pattern Crosstabulation
Count
Consumption_Pattern Total
Daily Once a Week Occasionally
Age
Under 15 0 0 2 2
15-20 2 2 1 5
20-30 0 2 7 9
30-40 1 2 1 4
40 and above 0 1 3 4
Total 3 7 14 24

From the Age-consumption cross-tabulation, we can conclude that only 12.5% of the people consume Mazza on
a daily basis. And a large chunk of people i.e. 14 consume Mazza occasionally. This outlines a grave concern as
in a very low consumption cycle which needs to be revamped to boost the sales. .














18

Factor Analysis
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
1 2.643 52.851 52.851 2.643 52.851 52.851
2 1.053 21.057 73.909 1.053 21.057 73.909
3 .755 15.102 89.011
4 .298 5.951 94.962
5 .252 5.038 100.000

Extraction Method: Principal Component Analysis.

Frequencies
Statistics
Taste Flavour Packaging Advertiseme
nt
Value_for_m
oney
N
Valid 22 22 22 22 22
Missing 4 4 4 4 4
Mean 4.0909 3.9091 3.6364 3.8182 3.6364
Median 4.5000 4.0000 4.0000 4.0000 4.0000
Std. Deviation 1.23091 .81118 1.09307 1.33225 .90214

Standard Deviation for Taste Packaging and Advertisement is between 1 to 1.3 it means 95% of the sample set
varies in the that attributes.



19

CHI-SQUARE TEST
Gender * Health Crosstabulation
Count
Health Total
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Gender
Male 5 3 4 3 2 17
Female 3 2 2 2 0 9
Total 8 5 6 5 2 26

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 1.221
a
4 .875
Likelihood Ratio 1.858 4 .762
Linear-by-Linear
Association
.326 1 .568
N of Valid Cases 26

a. 9 cells (90.0%) have expected count less than 5. The
minimum expected count is .69.

From the above table we can interpret that minimum value is 0.69 but actual value calculated is 0.875 so there is
no significant relationship between the two variables.
20



Gender * Taste
Crosstab
Count
Taste Total
Lowest Neutral High Highest
Gender
Male 2 2 3 7 14
Female 0 1 3 4 8
Total 2 3 6 11 22

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 1.637
a
3 .651
Likelihood Ratio 2.284 3 .516
Linear-by-Linear
Association
.670 1 .413
N of Valid Cases 22

a. 7 cells (87.5%) have expected count less than 5. The
minimum expected count is .73.
21

From the above table we can interpret that minimum value is 0.73 but actual value calculated is 0.651 so there is
significant relationship between the two variables

Gender * Flavour
Crosstab
Count
Flavour Total
Low Neutral High Highest
Gender
Male 1 4 7 2 14
Female 0 1 4 3 8
Total 1 5 11 5 22

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 2.357
a
3 .502
Likelihood Ratio 2.686 3 .443
Linear-by-Linear
Association
2.220 1 .136
N of Valid Cases 22

22

a. 7 cells (87.5%) have expected count less than 5. The
minimum expected count is .36.
From the above table we can interpret that minimum value is 0.36 but actual value calculated is 0.502 so
there is no significant relationship between the two variables

Gender * Packaging
Crosstab
Count
Packaging Total
Lowest Low Neutral High Highest
Gender
Male 1 1 5 4 3 14
Female 0 1 1 4 2 8
Total 1 2 6 8 5 22

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 2.410
a
4 .661
Likelihood Ratio 2.841 4 .585
Linear-by-Linear
Association
.599 1 .439
N of Valid Cases 22
23

From the above table we can interpret that minimum value is 0.36 but actual value calculated is 0.661 so there is
no significant relationship between the two variables

Gender * Advertisement
Crosstab
Count
Advertisement Total
Lowest Low Neutral High Highest
Gender
Male 1 1 3 3 6 14
Female 1 1 0 3 3 8
Total 2 2 3 6 9 22

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 2.554
a
4 .635
Likelihood Ratio 3.521 4 .475
Linear-by-Linear
Association
.033 1 .856
N of Valid Cases 22

24

a. 9 cells (90.0%) have expected count less than 5. The
minimum expected count is .73.
From the above table we can interpret that minimum value is 0.73 but actual value calculated is 0.635 so
there is significant relationship between the two variables


Regression Analysis

Linear regression is used when we want to predict the value of a variable based on the value of another variable.
The variable we want to predict is called the dependent variable (or sometimes, the outcome variable). The
variable we are using to predict the other variable's value is called the independent variable (or sometimes, the
predictor variable).
For example, we could use linear regression to understand whether exam performance can be predicted based
on revision time; whether cigarette consumptions can be predicted based on smoking duration; and so forth. If
you have two or more independent variables, rather than just one, you need to use multiple regressions.
https://statistics.laerd.com/spss-tutorials/linear-regression-using-spss-statistics.php



Variables Entered/Removed
a

Model Variables
Entered
Variables
Removed
Method
1 Awareness
b
. Enter
a. Dependent Variable: Influence_Ad
b. All requested variables entered.

25

In the model summary table, the values show the degree of correlation between the values. The table has the
values of R and R
2
. The Value of R is 0.588, which represents a simple correlation. The value of R
2
shows up
to what extent the value of dependant variable Influence_Ad can be explained by independent variable
Awareness. The value of R
2
is 0.346 i.e. the Influence_Ad and Awareness are 34.6% dependable on each other.

Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .588
a
.346 .319 .41589
a. Predictors: (Constant), Awareness

The ANOVA table shows the statistical significance of the regression model which was applied. Here the value
of Sig. is 0.02, which is less than 0.05, indicates that the model can predict statistically significant output
variables.

ANOVA
a

Model Sum of Squares df Mean Square F Sig.
1
Regression 2.195 1 2.195 12.690 .002
b

Residual 4.151 24 .173

Total 6.346 25

a. Dependent Variable: Influence_Ad
b. Predictors: (Constant), Awareness

The table below shows the value to predict. The following table shows the correlation between people seeing
TV Commercials and getting influenced to buy Maaza. We can see that Sig. Value is 0.002 which is less than
0.05. Thus it can be interpreted that the TV Commercials play a major role in influencing customers decision to
buy Maaza. By seeing the table we can formulate this equation.
Influence_Ad = 0.77 + 0.179(Awareness)

Coefficients
a

Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .774 .200

3.880 .001
Awareness .179 .050 .588 3.562 .002
a. Dependent Variable: Influence_Ad

26

This table shows us that Maaza should continue doing their TV Commercials which have influenced their
decision to buy the product.
One interesting thing to note over here is while taking the survey when asked about the advertisement people
recollected Katrina Kaifs Slice advertisement and connected it with Maaza. Thus Maaza needs to make its
advertisement more eye catching or they can enjoy the current situation.

Reliability Analysis
Reliability Analysis is used to see how reliable the data is. It is an indicator to see if the data is reliable enough
to ascertain the output.

The Case Processing Summary shows the number of valid entries taken. This analysis shows that there are 22 Valid Entries and 4
Invalid Entries. The 4 entries are excluded because the respondents do not drink any mango juice.

Case Processing Summary
N %
Cases
Valid 22 84.6
Excluded
a
4 15.4
Total 26 100.0
a. Listwise deletion based on all variables in the
procedure.

The Reliability Analysis has been done through Cronbach's Alpha method. Cronbach Alphass valued is
between 1 and 0. The variables are more reliable if the value of Cronbach Alphass coefficient is closer to 1.
To interpret the output, you can follow the rule of Cronbach Alphass
> .9 (Excellent) > .8 (Good) > .7 (Acceptable > .6 (Questionable)
> .5(Poor) < .5 (Unacceptable)

We have analysed 5 independent variables viz. Taste, Flavour, Packaging, Advertisement and Value for Money.
The index shows the value of 0.755, which indicates that value, is acceptable enough to do the analysis.
http://kb.iu.edu/data/bctl.html

Reliability Statistics
Cronbach's
Alpha
N of Items
.755 5

27

MARKET SURVEY

According to our analysis, Maazas advertising campaign has not been able to capture peoples
attention. People perceive Katrina Kaifs Slice ad as Maazas ad, and purchase Maaza. Their purchasing
decision is influenced by Slices ad. Maaza can create more eye-catching ads eyes or they can sit and
enjoy the current scenario.
Majority of people prefer having Maaza through pet bottle, rather than having it from glass or tetra pack.
They feel that the pet bottles are very handy and they need not worry for return of glass bottles or tetra
pack leakages. Also they use the bottles for their daily affair as they like the bottles design.
Availability of Maaza is not an issue. Since it is Coca-Colas product, which has a very good
Distribution Channel, Maaza is being able to penetrate in the rural markets too. Products like Parles
Frooti are not easily available here, which gives an edge to Maaza since it has only 1 strong competition
i.e. is from Slice.
Majority of the People who are having Maaza are satisfied with the product, and they are quite loyal to
the product.
One interesting thing to note is that most of the people believe that Maaza is made from Real Mangoes,
indicating that the advertisement campaigns run by Mango Juice manufacturers are having an impact on
the mass.
The majority people came to know about Maaza via TV Commercials. Majority of them consume
Maaza occasionally. So Maaza should broadcast commercials during festivals and occasions to attract
these people who buy occasionally.