Behavioural Study On Children Health Drinks - A Demographic Perspective

AEIJST - September 2016 - Vol 4 - Issue 9 ISSN - 2348 - 6732
Behavioural Study on Children Health Drinks A Demographic Perspective

*Dr.K.Ramakrishna
** Dr.T.Srinivas
*Professor & Head, Department of Management Studies, Sridevi Institute of Technology,
Tumkuru, Karnataka.
**Dean, Faculty of Commerce, Law and Management, Yogi Vemana University, Kadapa,
Andhra Pradesh.
Introduction
Consumer behaviour is stated as the behaviour that consumer display in searching for,
purchasing, using, evaluating and disposing of products, services and ideas that they expect
to will satisfy their needs. The study of consumer behaviour is concerned not only with what
the consumers buy, but also with why they buy it, when and how they buy it, and how often
they buy it. It is concerned with learning the specific meanings that products hold for the
consumers. Consumer research takes place at every phase of the consumption process, before
the purchase, during the purchase and after the purchase.
Consumer behaviour has been always of great interest to marketers. The knowledge of
consumer behaviour helps the marketer to understand how the consumers think, feel and
select from alternatives like products, brands and the like and how the consumers are
influenced by their environment, the reference groups, family, and salespersons and so on. A
consumer buying behaviour is influenced by cultural, social, personal and psychological
factors. Most of these factors are uncontrollable and beyond the hands of marketers, but they
have to be considered while trying to understand the complex behaviour of the consumers. It
is concerned with learning the specific meanings that products hold for consumers. The term
consumer is used to denote two different kinds of consumers, entitled those are personal or
individual consumer and organizational consumer. The personal consumer is the individual
who buys goods and services for his own use or for his household usage. They buy goods for
ultimate consumption; hence they are called as end users, or Ultimate users. The 1990s
have borne witness to dramatic shifts in the marketplace triggered by sharp changes in the
lifestyle patterns of the past and present and the radical revolution in the communication
technology. Time tested concepts of brand loyalty and mass marketing, are being turned on
their heads as they fail to gauge the behaviour of new-generation customers. The behaviour is
characterized by the uniqueness of individual expectations, the preference for multiple
options, propensity to abandon brand loyalty and switch to competitor brands that give higher
(perceived) value. The new breed is even willing to import to satisfy specific requirement.
It is difficult to classify this generation by conventional demographic factors and unless their
thought process and buying behaviour are fully understood, decisions on product designs and
packaging, branding and distribution channel is likely to be misplaced.
Reviews on Consumer Buying Behaviour
According to Kotler and Armstrong (2001), consumer buying behaviour refers to the
buying behaviour of the individuals and households who buy the goods and services for
personal consumption. Consumers around the world are different in various factors such as
age, income, education level and preferences, which may affect the way they avail of goods and
services. This behaviour then impacts how products and services are presented to the different
consumer markets. There are many components, which influence consumer behaviour
namely: cultural, social, personal and psychological (Kotler and Armstrong, 2001). These
characteristics cannot be controlled by the companies; therefore, a need to assess these
elements in order to create an effective marketing plan.Many people do consume a wide range
of products every day, from basic necessities to high-valued collectables. Owing to the
proliferation of products in the market, such a phenomenon is one of the most interesting and
hence heavily investigated topics in the marketing field.
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Environmental factors are influencing more for buying behaviour (Kotler and
Armstrong, 2001). According to Schiffman and Kanuk (2000), consumer behaviour is about
how people make their decisions on personal or household products with the use of their
available resources such as time, money and effort. Gabbott and Hogg (1998) and Blackwell et
al., (2006) further provides a holistic view that defines consumer behaviour as the activities
and the processes in which individuals or groups choose, buy, use or dispose the products,
services, ideas or experiences. The study of consumer buying behaviour is of utmost
importance in a number of aspects.
Consumer decision making is based on the resources like time, money and effort of a
consumer (Schiffman and Kanuk, 2000). For instance, tailor-made products can be made to
enhance customer value and thus facilitate repeat purchase (Gabbott and Hogg, 1998).
Moreover, present consumer behaviour studies regard consumers as important determinants
of organizational success, and it is found that the most successful organizations are
customer-centric (Blackwell et al., 2006). The notion the consumer is king should be deeprooted in every business peoples mind that they should try to please these kings using their
innovative methods. Peter and Olson, (1993) mention that interactions between the peoples
emotions, moods, affection and specific feelings is called consumer behaviour, in other words,
in environmental events which they exchange ideas and benefits are called consumer
behaviour.
The consumers would have their preferences in purchasing products from specific
retailers and hence the remaining retailers are selected using the rule of survival of the
fittest. Therefore, the consumers decisions can provide a clue for which industry to survive,
which companies to succeed, and also which products to excel. Second, through
understanding the reasons for the consumers to buy the products and their buying habits, the
firms can make use of such information to devise corresponding marketing strategies in
response to the consumers needs. Consumer behaviour can influence the economic health of
a nation. (Blackwell et al., 2006).
Consumer Satisfaction and Loyalty
Consumer Satisfaction
Cardozo (1965), was the most early proposed the customer satisfaction scholar, and he
pointed out the customer satisfaction increased the repeat purchase behaviour and purchase
other products. Howard and Sheth (1969), suggested customer satisfaction can be defined by
customer comparison and appraisal. He thought the customer satisfaction was one kind of
cognition condition that evaluated feedback whether suitable when they finished the
purchase. Churchill and Surprenant (1982) thought the customer satisfaction was one kind of
purchase and the use of product result, and it was produced by the buyer anticipated result
reward and the investment cost. Engel et al., (1984) thought the definition of customer
satisfaction that people used the product would evaluate consistency between the product
performance and belief before purchase. If there is consistency, the customer will satisfy;
otherwise, they will generate unsatisfied result.
Customer satisfaction depends on the cognition condition, appraisal about the product,
use of product result. Customer satisfaction is influencing the consumer to repeatedly buy the
product. Sun Hong et al., (2010), conducted a study in China to analyze the customers
emotion and satisfaction. The purpose was to examine the consumption emotions that
influence a consumer satisfaction in the Chinese context. A structured questionnaire was
used to collect the information from consumers in electrical shopping mall. The researchers
divided the product consumption emotions, into attribute-level emotions (ALE) and beyond
attribute-level emotions (BALE) and proposed a theoretical model to depict the relations
between ALE, BALE and satisfaction. ALE is defined as the quality of the product,
characteristics, appearance, style, colour, packaging, production, product attributes, such as
word-of-mouth caused by consumer sentiment and BALE is defined as advertising, sales
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promotion, public relations and other product attributes other than controllable factors
marketers of consumer sentiment. The structured equation model was applied in this study,
and the software applied was SPSS 11.58 and LISREL 8.5. Sample size of 600 consumers was
selected for the study. Reliability, validity, normality, SEC tools was used for analysis. The
results showed that attribute-level positive emotions and negative emotions, beyond an
attribute - level negative motions all have significant impact on satisfaction.
Objectives of the Study:
To find the impact of consumer profile on buying behaviour towards Children health drinks.
To find the impact of consumer profile on factors influencing buying behaviour
Table 1
Frequency Distribution of Consumer Profile Variable
The consumer profile variables are distributed under the different heads such as
gender, age, educational qualification, marital status, age group of children, family type,
family size, occupation, family income per month, earning members, Mode of local transport,
religion, community, mother tongue, food habit, mode of payment , status of residence and
grocery purchases.
S.No
1
Consumer Profile
Gender
Age
Frequency
Percent
Male
236
48.7
Female
249
51.3
Total
485
100.0
15-25
252
52.0
26-35
101
20.8
36-45
84
17.3
Above 45
48
9.9
485
100.0
70
14.4
Graduation
141
29.1
Post graduation
274
56.5
Total
485
100.0
Married
249
51.3
Unmarried
236
48.7
Total
485
100.0
187
38.6
62
12.8
236
48.7
Total
3
Educational Primary
qualification education
Marital
status
Mode
of Own Bike
Local
Own Car
Transport
Public Transport
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Total
485
100.0
Earning
One
248
19.2
Members
2 and above
237
17.9
Total
485
100.0
1-5 years
266
10.7
6-12 years
219
7.4
Total
485
100.0
Nuclear family
396
81.6
89
18.4
485
100.0
35
7.2
404
83.3
46
9.5
485
100.0
Own Business
69
7.2
Agriculture
65
7.2
Government
Service
39
8.0
Private Service
312
64.3
Total
485
100.0
102
21.0
218
44.9
116
23.9
49
10.1
Total
485
100.0
Yes
163
19.2
No
322
14.4
Total
485
100.0
106
21.9
139
28.7
Cash
240
49.5
Total
485
100.0
259
53.4
179
36.9
Age group
of children
Family type
Joint family
Total
9
Total family Below 3

members
3-6
Above 6
Total
10
11
Occupation
Family
Below 25000
income per
25001-50000
month
50001 100000
Above 100000
12
13
14
Extra
Income
Mode
of Credit
Payment
Credit Card
Status
your
of Rental
Own
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residence
Religion
15
Community
16
Food habit
17
Grocery
Purchases
18
Lease
47
9.7
Total
485
100.0
Hindu
346
71.3
Christian
80
16.5
Islam
59
12.2
Total
485
100.0
FC
164
33.8
BC
173
35.7
OBC
59
12.2
SC/ST
44
9.1
Others
45
9.3
Total
485
100.0
Vegetarian
172
35.5
Non-vegetarian
313
64.5
Total
485
100.0
Husband
116
23.9
Wife
151
31.1
119
24.5
99
20.4
485
100.0
Husband
wife
and
Others
Total
Table 4.1; provide the clear idea to the reader with regard to the distribution of the
consumer profile variable in the frequency table.
Table 2
Frequency Distribution for Children Health Drinks
The table given below explains the percentage of reason for choosing CHDs, Nutrients
expected from CHD, Perceived users of CHDs, Information sources for CHDs, Influencer for
buying decision, consumption of health drinks in quantity, purchasing stores, Kids are
attracted by free gifts or toys, Kids are attracted by celebrity or cricketer, Favorite brand, Tried
any other brand, packaging preference, Amount spend for CHDs (monthly in Rs), Reason for
love to get your purchase.
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S.No
Children Health Drinks
1
Reason for choosing Nutrients
CHDs
Flavor
Nutrients
from CHD
Perceived
CHDs
Information
for CHDs
Cost
Availability
Total
expected Vitamins
Minerals
users
of
sources
Influencer for buying

decision
Consumption
Health
drinks
quantity
Purchasing stores
of
in
No
Particular
Nutrients
Total
As
a
taste
enhancer for milk
For its nutritional
values
On the demand of
others(children or
other
family
members)
Because
others
are buying
Total
Advertisement
Sales promotion
by the companies
Tele marketing
Word of mouth
Total
No
Total
Children
Family members
Health advisor
Media
Friends
Teachers
Total
200
250
500
1kg
Total
Shopping malls
Super stores
Frequency
173
145
79
92
485
252
148
Percent
27.2
19.6
12.4
13.2
100.0
40.0
12.2
67
13.8
485
100.0
173
27.2
145
19.6
79
12.4
92
13.2
485
116
100.0
23.9
151
31.1
119
99
485
230
485
60
262
69
32
31
31
485
179
128
78
100
485
164
173
24.5
20.4
100.0
47.4
100.0
12.4
56.0
14.2
6.6
6.4
100.0
36.9
27.0
16.1
20.0
100.0
33.8
35.7
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10
11
12
General stores
Shop near to your
homes
Super markets
Total
50-100
above 100
Total
Kids are attracted by Yes
free gifts or toys
No
Total
Kids are attracted by Yes
celebrity or cricketer
No
Total
Tried any other brand Yes
No
Total
Packaging preference
Pet jars
Glass bottles
Refill packs
Shrlimnkl-sleeved
packaging
Total
Reason for love to get Any gift
your purchase
Discount
Free
extra
quantity
Total
59
12.2
44
9.1
45
485
214
38
485
352
133
485
256
229
485
256
229
485
116
151
119
9.3
100.0
44.1
7.8
100.0
72.6
27.4
100.0
52.8
47.2
100.0
52.8
47.2
100.0
23.9
31.1
24.5
99
20.4
485
259
179
100.0
53.4
36.9
47
9.7
485
100.0
Table 3
Impact of consumer profile on buying behaviour towards Children Health Drinks
Profile of the consumer is a main criterion in developing marketing strategy. Consumer profile
variables are strongly influencing the buying behaviour and consumption pattern of people.
The significant difference between consumer profile and buying behaviour towards Children
Health Drinks are analysed by using one way ANOVA analysis. This is explained in the table
given below.
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Standard
1.Age
Consumer profile
Mean
15-25
252
407.44
209.071
26-35
101
432.93
188.872
36-45
84
493.69
153.542
45&above
48
476.92
Total
485
group
4.Age
children
of 3.Number
married
of
years 2.Educational
Qualification
Primary
education
Graduation
Postgraduation
Total
Below
years
5.Status of respondent
df
144878.847
168.456
Within
Groups
5780054.749
481
434.56
194.950
Total
5924933.596
484
37066.753
70
386.39
62.991
Between
Groups
141
410.06
88.459
144878.847
72439.424
5780054.749
482
274
433.76
127.109
Within
Groups
485
420.03
110.642
Total
5924933.596
484
419.85
171.763
Between
Groups
362030.248
5751752.402
245
5
94
457.59
151.110
11-15 years
23
485.13
165.609
69
513.30
120.595
Within
Groups
Total
249
461.33
157.011
Total
6113782.651
248
None
61
511.51
153.458
1-5 yrs
52
417.54
194.120
Between
Groups
332509.022
6-12 yrs
36
488.17
155.170
13-15 yrs
31
526.71
137.376
Within
Groups
4743665.556
245
Total
180
482.31
168.400
Total
5076174.578
248
173
397.78
40.244
Between
Groups
22409.444
481
1338238.255
Above
years
Mean
square
Between
Groups
63
Own
business
income
Source
5-10 year
Private
employee
7.Family 6.Occupation
Deviation
Sum of
squares
15
F
value
Sig
188491.779
11991.815
5.085*
*
.002
6.041*
*
.003
5.140*
*
.002
4.112*
*
.008
120676.749
23476.540
110836.341
26952.645
7469.815
65
394.95
29.892
Student
150
384.77
76.209
Home
maker
97
381.97
37.792
Within
Groups
Total
485
390.21
53.021
Total
1360647.699
484
Manager
35
434.94
119.730
Associate
35
373.37
116.063
Between
Groups
135816.438
169
Lecturer
64
443.41
118.798
Others
39
398.51
117.278
Within
Groups
2357167.238
Total
173
417.40
120.391
Total
2492983.676
172
13947.735
Below
25000
102
399.72
31.536
25000-
218
395.38
30.058
Between
Groups
7069.635
3534.818
2.685*
.046
2782.200
45272.146
3.246*
.023
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10.Status of house 9.Status of house in 8.Social class

in current
native
50000
Above
50000
116
388.53
26.524
Within
Groups
377405.016
Total
436
394.57
29.730
Total
384474.651
Lower class
34
388.29
100.810
Middle
class
400
434.42
94.152
Between
Groups
69229.894
4425333.087
482
11.Religion
12.Community
435
51
438.29
105.164
Total
485
431.59
96.365
Total
4494562.981
484
Rental
58
415.31
187.868
Own
388
437.48
191.560
Between
Groups
24818.545
39
434.10
238.242
Within
Groups
18369764.91
1
485
434.56
194.950
Total
18394583.45
6
484
38111.545
Rental
259
421.10
117.196
Own
179
424.83
101.583
Between
Groups
31900.079
15950.040
Lease
47
395.85
105.566
Within
Groups
5893033.516
482
Total
485
420.03
110.642
Total
5924933.596
484
12226.211
Hindu
346
519.48
124.805
80
241.40
188.913
Between
Groups
8768439.185
4384219.59
3
59
198.47
157.181
Within
Groups
9626144.270
482
18394583.45
6
484
19971.254
Between
Groups
435114.775
108778.694
480
Total
Islam
Total
9181.189
FC
164
431.26
197.982
BC
173
431.47
208.850
MBC
59
482.58
181.278
SC/ST
44
361.95
210.039
Others
45
472.22
191.858
Within
Groups
19313990.41
3
485
435.09
202.000
Total
19749105.18
8
484
108778.694
Kannada
213
427.34
193.981
Malayalam
30
479.07
180.336
Tamil
74
429.35
195.384
565677.250
113135.450
Telugu
45
430.13
191.420
Hindi
82
485.46
176.695
Others
41
351.95
222.519
17828906.20
5
.326
.722
1.305
.272
219.52
7**
194.950
Within
Groups
.024
482
434.56
Between
Groups
3.770*
12409.272
485
Total
Total
.018
34614.947
Upper class
Lease
4.056*
871.605
Within
Groups
Christian
13.Mother tongue
433
2.703*
.000
.030
479
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16.Current residence
485
434.56
194.950
Total
English
106
379.49
206.695
Hindi
139
436.98
205.625
Between
Groups
240
457.48
178.621
Others
Total
place
15.Native
14.Movie preference
Total
Within
Groups
18394583.45
6
484
37221.099
448388.097
224194.048
17946195.35
9
482
18394583.45
6
484
31007.188
485
434.56
194.950
Total
Metropolita
n
116
418.31
119.522
Between
Groups
Municipalit
y
151
413.95
109.753
Town
panchayat
119
416.56
107.635
Others
99
435.48
104.841
Within
Groups
5893926.408
481
Total
485
420.03
110.642
Total
5924933.596
484
Metropolita
n
297
461.66
166.648
Between
Groups
723052.117
Municipalit
y
74
427.81
205.636
Town
panchayat
75
371.28
251.077
Others
39
362.72
211.470
485
434.56
194.950
Total
37232.770
3.040*
.010
6.021*
*
.003
10335.729
.471
10335.729
0.843
241017.372
Within
Groups
Total
17671531.33
8
18394583.45
6
Sig-significance
481
484
36739.150
6.560*
*
.000
df-degree of freedom
Note: *Significant at 5 percent level (p value <0.05), **significant at 1 percent level (p value<
0.01)
The result obtained in table 3; indicates that there is statistically significant difference
between buying behaviour towards Children Health Drinks and consumer profile. There is
significant difference existing between age, educational qualification, number of years married,
age group of children, total family members, status of the respondent, occupation, family
income per month, social class, religion, community, mother tongue, movie preference and
current residence and buying behaviour towards Children Health Drinks.
The age of a person is significant difference with buying behaviour towards Children
Health Drinks. Based on the mean value (493.69) obtained in table 4.5, the impact is found to
be high for age group 36-45. These age group people generally analyse the benefit and collect
more information about the product, just like that they will not buy any product. This is
supported by the views of Kotler. People change the goods and services they buy over their
lifetimes. Their preferences and likes change according to their age. (Kotler and Armstrong,
1996).
Educational qualification is significant difference with buying behaviour towards
Children Health Drinks. The mean value (433.76), the impact is found to be high for post
graduation people. Educational qualification of a person leads to collect more information
about a brand. Simply, they are not attracted by, promotional technique used by health
drinks companies. It differs from primary educated, graduated and post graduated people.
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Highly educated people analyze the benefit, quality, price, etc for buying children health
drinks.
Number of years married of a person is significant difference with buying behaviour
towards Children Health Drinks. The mean value (513.30) obtained in table 4.5 shows that the
impact is high for above 15 years of marriage. This is supported by the views of Schiffman and
Kanuk. Schiff man and Kanuk (1997) have noted that the relative influence of the husband
and the wife on a particular consumer decision depends, in part, on the familys orientation
regarding sex roles; and on the stage in the decision-making process. In later stage of
marriage husband and wife understand each other when compare to the earlier stage, so the
impact is high for above 15 years.
.
The age group of children is significant difference with buying behaviour towards
Children Health Drinks. Based on mean value (526.71) obtained in table 4.5, the age group
between 13-15 years influence the parents more for selecting Children Health Drinks. This is
similar to the study conducted by Cartoon network and NFO. A study conducted by Cartoon
Network and NFO across 14 A and B class cities in India with 6436 consumers, which
included kids in the age group of 7-14 years, and mothers reveals that children are now not
mute spectators in major purchase decisions. Now-a-days kids are independent and
influencing their parents to buy what they want, so the age group between 13-15 years
influencing their parents for buying Children Health Drinks.
The status of the respondent is significant difference with buying behaviour towards
Children Health Drinks. Based on the mean value (526.71), the impact is high for employee.
When compare other groups, employee collect more information for buying a product, because
of maintains a status in society. This is supported by the views of Kotler and Keller. Status, on
the other hand, is something that each role carries with it; a senior manager has more status
than a junior manager. People often choose products and services that reflect the roles they
have and their actual or desired status in a society. (Kotler and Keller, 2009).
Occupation is significant difference with buying behaviour towards Children Health
Drinks. Based on mean value (443.41), the impact is high for lecturer when compare to other
groups. Lecturer collect information and analyse the benefit for buying Children Health
Drinks, other group also analyzing the information and benefit, price etc but lecturer
involvement s high for buying Children Health Drinks. This is supported by the views of
Kotler. Marketers should research their different interests, and specialize in providing
products to satisfy different needs according to their occupation. (Philip Kotler et al. 2005).
Income of the consumer is significant difference with buying behaviour towards
Children Health Drinks. Based on the mean value (399.72), the impact is high for below
25000. This is supported by Lowenberg. The type of products and services people choose to
buy is greatly affected by their economic situation such as spendable income, savings and
assets, debts, borrowing power and attitudes toward spending and saving.
Lower income individuals were found to have higher levels of prejudice when trying newer
foods (Lowenberg et al., 1979). In this study also the impact is high for the income level of
below 25000. For low involvement goods like toothpaste generally low income group analyse
the price, benefit etc, so the impact level is high for below 25000.
Social class is significant difference with buying behaviour towards Children Health
Drinks. The mean value (438.29) obtained in table 4.5 shows that, the impact is high for
upper class. But it differs based on the nature of the product. Difference in social class is
explained by Halson and Baron, (1994). They identified distinctive cognitive styles in problem
solving and decision making, in that higher class individuals tend to use a more elaborated,
rational-analytic style. For upper class people price is not a consideration, but they give
importance to status, they buy only branded and prestigious goods.
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Religion of a person is significant difference with buying behaviour towards Children
Health Drinks. The mean value (519.48) obtained in table 4.5 shows that the impact is high
for the Hindus. This is supported by many researchers. Religious affiliations (e.g. Islam,
Judaism and Hinduism) may influence various aspects of the choice behaviour of its members
by the rules and taboos it inspires. Obvious examples are the food purchases, practices of
personal hygiene related to purchases of toiletries and cosmetics Jain, (1996). Ethics, values
and norms differs based on the religion of a person. The person personal behavior is affected
by religion of a person, so it affects the buying behaviour of people. In this study the impact is
high for Hindus when compare to other groups.
Community of the consumer is significant difference with buying behaviour towards
Children Health Drinks. The mean value (482.58) obtained in table 4.5 shows that the impact
s high for MBC when compare to other groups. This is supported by Broad Bridge and
Calderwood (2002). Local shops need to have commitment and willingness to cater to the
needs of local community. Understanding the local community is helpful for the companies to
develop marketing strategy.
The mother tongue is significant difference with buying behaviour towards Children
Health Drinks. Table 4.5 shows that the impact is high for Hindi language. This is supported
by Doole and Lowe. One of the most basic manifestations of culture, language difference easily
gives rise to cultural differences.
The importance of mother tongue is to communicate the messages in a correct form (Doole
and Lowe, 2008). The attraction is more for their own language, when compare to other
language, so the companies have to plan for developing communication strategy based on the
language spoke by the people in an area. The mean value (485.46) obtained in table 4.5 shows
that, the impact is high for Hindi language when compare to other languages. When compare
to other groups, Hindi language group get involved more in buying Children Health Drinks.
The movie preferred by the consumer is significant difference with buying behaviour
towards Children Health Drinks. When compared to the English movie and the Hindi movie,
the impact is high for the movie preferred in the other languages. The movie preferred based
on the mother tongue of a person. Understanding the mother tongue leads to analyse the
entertainment activity of a people, it leads to develop perfect marketing strategy. This is
supported by Nancy, (2009). Like movie other entertainment activity likes social media also
influencing the people. The use of social media has better reach and impact on younger
generation. Nancy (2009) found spending time on social networking sites appears to be part of
young adults' daily activities, and an average of 30 minutes face book usage has been
reported.
Current residence is significant difference with buying behaviour towards Children
Health Drinks. The mean value (461.66) shows that, the impact is high for metropolitan
group. This is supported by Tuorila et al. Individuals who lived in an urban setting were found
to be less neophobic than those who lived in a rural setting (Tuorila et al., and Lotti, 2001;
Flight et al., 2003).
The result obtained in table 4.5 shows that, status of house in native, status of house
in current residence, investment portfolios, and native place are not significant difference with
buying behaviour of Children Health Drinks. The factors like age of the consumer, educational
qualification, age group of children, occupation of the consumer, status of the respondent,
family income, social class, religion, community, mother tongue, movie preference, and
current residence influencing the buying behaviour towards Children Health Drinks. So the
companies have to plan for suitable marketing strategy.
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Conclusion
It is concluded that, consumer profile impact on buying behaviour towards Children Health
Drinks are tested with ANOVA. The important factors involved in buying behaviour towards
Children Health Drinks are analysed with ANOVA to test the current health drink purchase of
consumers. The important variables affecting the buying behaviour are family type,
occupation, religion, total family members, age group of children, number of years married,
age, and movie preference. Current CHD purchase of the consumer is affecting the buying
behaviour towards Children Health Drinks.
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Behavioural Study On Children Health Drinks - A Demographic Perspective

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AEIJST - September 2016 - Vol 4 - Issue 9 ISSN - 2348 - 6732