2014

Survey Report on Packaged Juice

Preference in DMC campus

Shivam Goyal
IIM Indore - UAE
3/31/2014

Survey Report on Packaged Juice Preference in DMC campus

Shivam Goyal
IIM Indore- UAE campus
2013-15

Table of Contents
Introduction ....................................................................................................... 3
Methodology ..................................................................................................... 3
Demographics .................................................................................................... 5
Consumption pattern of packaged juices ........................................................... 6
Flavour Preference............................................................................................. 6
Monthly expenditure on Packaged Juice............................................................ 6
Brand Preferences ............................................................................................. 8
Sensitivity .......................................................................................................... 8
Conclusion ......................................................................................................... 9

Survey Report on Packaged Juice Preference in DMC campus

Shivam Goyal
IIM Indore- UAE campus
2013-15

Introduction
The share of packaged juices in the Beverages segment has been on a upward direction. This
report shares the result of a market survey conducted in and around the Dubai Mens College,
Dubai, UAE regarding the juice preferences of the responders inside the campus. Many
packaged juice brands are present in the campus namely Al rabie, Al Rawabi, Almarai, Lacnor,
Masafi, Rani, etc. The major objective of the survey was to garner the information on packaged
juice preference of consumers present in the campus.

Methodology
The market research was conducted as a survey. The survey contained both quantitative and
qualitative type of questions so as to gather most appropriate information about our consumer
and their preference so that this survey could be extrapolated to represent the bulk of 2,000
students studying in the campus. A sample market survey form has been provided below.
Period of the study and capacity: The study was conducted in March 2014 and the responses
were recorded online from 12th March 2014 to 17th March 2014. The survey was shared with the
students through online medium like emails and official social media groups. The survey is a
strong indicator of the preferences of most of the students in the campus.
Number of respondents: we recorded a total of 89 responses from students both employed
and non- employed under various age groups from 18 to 40 years of age.

Survey Report on Packaged Juice Preference in DMC campus

Shivam Goyal
IIM Indore- UAE campus
2013-15

Survey Report on Packaged Juice Preference in DMC campus

Shivam Goyal
IIM Indore- UAE campus
2013-15

Demographics
As shown below, the respondents from both the genders and various age groups both employed
and non-employed have recorded their responses. Along with educational courses, campus also
runs many professional courses being attended by many employed professionals also. Being a
mens campus, the female population attends classes of professional courses being run in the
campus. Thus, the survey had been successful in capturing the appropriate gender mix.

Student Female
6%
Employed
Male
25%
Employed Female
3%

Student Male
66%

We also see an appropriate age mix with majority of the respondents being students across
various courses fall under 18 to 24 year and 24 to 30 year of age.

Age

30 to 40
6%

older
than 40
2%

18 to 24
31%

24 to 30
61%

Survey Report on Packaged Juice Preference in DMC campus

Shivam Goyal
IIM Indore- UAE campus
2013-15

Consumption pattern of packaged juices

Packaged juices dont seem to be the preferred choice of students for quenching their thirst. As
per the survey results, we saw that most of the responders are consuming juices on an occasional
basis.

Consumption pattern
Never ever
2%

Daily
10%

Occasionally
53%

2 to 4 times a week
35%

Flavour Preference
Based on the responses received we can conclude that Orange, Mango followed by Mix fruits is
the most preferred flavour of the students here with approx. 27%, 17% and 10% responses.
However, we have almost 14% responses which are indifferent to flavour.

Monthly expenditure on Packaged Juice

As per the chart shown below, we see majority of people spend a very less amount of money on
packaged juices with approx. 65% responses recorded for less that AED 40 per month expense
on packaged juices.

Survey Report on Packaged Juice Preference in DMC campus

Shivam Goyal
IIM Indore- UAE campus
2013-15

Flavor preference
Orange

Mango

Mix Fruit

Guava

Apple

Lemon

Other flavors*

Indifferent

*Other flavors like Berries, Chocolate, Kiwi, Lichi, Pineapple, Strawberry, blue, Melon, etc

14%
27%

17%

4%
17%

4%
7%

10%

Monthly expense on Packaged Juice

150+

Percentage
4%

80 to 150

8%

40 to 80

26%

0 to 40

65%

Survey Report on Packaged Juice Preference in DMC campus

Shivam Goyal
IIM Indore- UAE campus
2013-15

Brand Preferences
According to the survey, most popular brands among the students are Almarai, Al Rawabi and
Masafi with collectively 85% of responses in their favour.

Lacnor
8%

Al Rabie Rani
4%
3%

Brand Preference
Almarai
39%

Masafi
16%

Al Rawabi
30%

Sensitivity
When asked about what is the most vital factor to students while buying a packaged juice,
flavour became most sensitive with 61% response, followed by brand sensitivity(26%). Students
seems to be least sensitive to prices while purchasing packaged juices.

Sensitivity

61%

26%
13%
Brand

Price

Flavor

Survey Report on Packaged Juice Preference in DMC campus

Shivam Goyal
IIM Indore- UAE campus
2013-15

Conclusion
As per the following chart we can conclude that however Almarai is the most preferred brand
among the masses, but Al Rawabi seems to be more preferred among daily consumers of
packaged juice.

Most preferred brand

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Almarai

Al Rawabi

Masafi

Lacnor

Al Rabie

Rani

Never ever

0%

1%

0%

1%

0%

0%

Occasionally

21%

14%

9%

3%

1%

3%

2 to 4 times a week

16%

8%

6%

3%

2%

0%

Daily

2%

7%

1%

0%

0%

0%