CONTENTS

CHAPTER 1

Introduction
Company Profile
Product Profile

CHAPTER 2

Introduction of consumer
Steps in consumer buying process

CHAPTER 3

Objectives
Research Methodology
Limitations

CHAPTER 4
Finding and Analysis

CHAPTER 5

SWOT Analysis
Conclusion and Suggestions

CHAPTER 6

Annexure

Dept of Management Dr.J.D.C

1
 CHAPTER 1
• IN TRODUCTION

• COMPANY PROFILE

• PRODUCT PROFILE

Dept of Management Dr.J.D.C

2
 WHAT’S MARKETING?

Our marketing experiences come in a variety of forms. Of course,you

participate in the marketing process every time you buy goods and services.
And odds are that you have had a job that included some aspects of dealing
with customers. You also engage in a form of marketing when you join a
campus organization, support a seat in the class.

Ordinary, marketing is considered as an activity performed by business

firms.However, other types of organization and even firms can also carry out
the marketing by individuals. Marketing has defined in various ways. The
definition of marketing applicable in business or a non-profit organization is as
follows:

“Marketing is a total system of business activities designed to plan, price

promotes and distributes want satisfying to target to achieve organization
objectives.

Dept of Management Dr.J.D.C

3
 This definition of marketing has two
significance implications:

 The entire system of business activities should be customer oriented

customer wants to be recognized and satisfied.

 Marketing should start with an idea about a want satisfying product and
should not end until the

 Customer’s wants are completely satisfied which may be sometime after

the exchange is made.

Another definition that serves pour

purpose best is as follows:

“Marketing is a social and managerial process by which individuals and Groups

obtain what they need want through creatig, offering and exchanging products
of value with others”.

This definition of marketing rests upon the following core concepts

needs, Want,demand,products(Goods & Services and Ideas),value cost and
satisfaction, Exchange and transportation, relationship and networks, marketing
and marketers and prospectus.

Dept of Management Dr.J.D.C

INTRODUCTION
4
 Health is wealth. In olden days environment was clean and there was on
problem of ill health. Now a days due to the evaluation of industrialization the
atmosphere is polluted and man also has become materialistic and busy with his
routine life. Thus he doesn’t have proper time to take care of his health.

“He is not able to take a proper diet also”

Thus he needs to maintain good health. Recognizing this he doesn’t care

to spend considerable amounts on health.

Cadbury’s could this point, where consumer need was good health and
developed health drinks. But people Continued to consume milk for good
health. The company took some more efforts to educate people about health
drinks through some effective ads emphasizing more on school going children.

Dept of Management Dr.J.D.C

5
Dept of Management Dr.J.D.C

COMPANY PROFILE
6
 The Cadbury story is a fascinating study of industrial and social
developments covering well over a century and a half. It shows how a small
family business developed into an international company combining the most
sophisticated technology with the highest standards of quality, technical skills
and innovational established by the founders.

A one-man business opened in 1824 by a young Quaker, John Cadbury,

in bull street Birmingham was to be the foundation of Cadbury limited, now
one of the work’s largest producer of chocolate.

By 1831 the business had changed from a grocery shop and Cadbury had
become a manufacturer of drinking chocolate and cocoa. This was the star of
the Cadbury manufacturing business, as it is know today.

Now the leader in the UK confection market. Cadbury limited is

confectionery division, of a major force in the confectionery and soft drinks
international market.,

Quality has been the focus of the Cadbury business from the beginning as
generations have worked to produce chocolate with that very special taste,
smoothness and snap, so characteristics of Cadbury’s more forward to extend
their business by introducing Health drinks. Now Cadbury’s is the brown drinks
(Cocoa based) segment.

Dept of Management Dr.J.D.C

7
Dept of Management Dr.J.D.C

PRODUCT PROFILE
8
WHAT IS A BOURNVITA?
Bournvita is a much more than a nutritious drinking. It is a planned food
in deliciously flavored drink. Easy to prepare. Each cup of Bournvita contains a
balanced combination of all vita nutrients your body needs every day. It is their
fore and if deal supplement for those woth special nutritional needs Bournvita
works best when it take regularly, every

Nutrient %RDA Benefit

stamina iron 15 help build stamina by
super protien 40 aiding in metabolisim
charger vitamin B2 66 of food and building
vitamin B3 52 muscle and strong
calcium 100 bones
zinic 15
manganese 10
concentra help is improving
vitamin B1 65
tion super memory and
vitamin B6 40
chargers concentration
vitamin B12 85
folic acid 90
other
nutrients vitamin A 65 good vision
help growth and repair
vitamin C 40
of tissues

Dept of Management Dr.J.D.C

Bournvita for growing children:

Children need balance and adequate to help them to achieve their

maximum growth. Potential Bournvita with nutrients in planned proportion is
9
the ideal food supplement during these crucial years. It has milk protein, the
ideal for growth. Bournvita is also the ideal nutritional supplement for their
heightened physical activity like sports and games.

Activity people:
Bournvita meets the extra nourishment required by sportsmen and travelers.

Busy Executives:

Bournvita is a convenient and complete nutritional supplement when skipping a

meal.

Pregnant woman and lactating mothers:

It provides the additional nutrition required during these vital periods.

For aged people:

Bournvita is specially planned as a complete meal in a cup to provide all the

nourishment needed.

The ideal Bournvita programme:

At breakfast, after school (evening), at bedtime.

Dept of Management Dr.J.D.C

10
 INTRODUCTION OF CONSUMENT

STEPS IN CONSUMER BUYING PROCESS

Dept of Management Dr.J.D.C

CONSUMER BEHAVIOUR

11
 Consumer orientation stems from the company’s adoption and
implementation of the marketing concept-a philosophy of every business
unit, which has triple implications namely:

1. The victory of any business unit rests on consumers who are willing
to accept and pay for the products are services.
2. The firm must be aware of what the market wants well in advance of
production and.
3. Consumer wants must be monitored continuously for assured success
over competitors.

The consumer are the orbiters of fortune in business in highly

competitive economic system, survival and growth of firms warrants
accurate knowledge about the consumer behavior-how, why, where,
what, when they buy? Understanding consumer is the crucial task of
every marketing manger.

Definition:
Professor Walter C.G and Professor Paul G.W. it is “the process
where by individuals decide whether, what, when, where, how and from
whom to purchase goods and services”.

Dept of Management Dr.J.D.C

STEPS IN CONSUMER BUYING BUYING

PROCESS

12
 The following are the five steps generally followed by the consumer while
buy a product.

1. Need Recognition:
Need recognition is the awareness of the want or a desire or a
consumption problem with out which satisfaction the consumer feels restless
and tension-charged

2. Information search:
Consumer interest is indicated in the consumer’s willing to seek further
about the product or service. Since there are varieties of products and seeks to
have maximum satisfaction, he searches relevant information

3. Evaluation and Intension:

The evaluation stage is the stage of mental trail of the product or a service.

4.Purchase Decision:
Decision to purchase in lies consumer commitment for a product or a
service. Practically, it is the last stage in buying process because, it completes
the exchange process.

5.Post-purchasing reaction:
The post-purchasing experience may be a set of positive or negative
dealings. Positive feelings or service will result in repeats sales or at least
recommending the product or service creating anxiety and doubt.

Dept of Management Dr.J.D.C

13
  OBJECTIVES

 RESEARCH METHODOLOGY

 LIMITAIONS

Dept of Management Dr.J.D.C

14
 OBJECTIVES

1. To find the share of Bournvita in the market.

2. To know the consumer perception regarding the price of Bournvita.

3. To know about the consumer view regarding the packing, availability,

advertisements and promotional activities of Bournvita.

4. To find out the level of satisfaction of the consumers after using

Bournvita.

5. To know the best media of advertisements according to the consumer.

6. To find out the factors which influence the consumer.

7. To know the consumer opinion regarding the quality of Cadbury’s.

Dept of Management Dr.J.D.C

REASEARCH METHODOLOGY

15
 In the present study the required data was collected using random sample
method, care was taken to sec that the selected sample is a small specimen (or)
an isolated part of the whole population representing us general objectives.

Data Source:

Primary data collection is more costly but data is usually more relevant to
the issue at hand. The normal procedure is to interview some people
individually (or) in groups.

Approach:

Selection of the respondents was done on the basis of random sampling

method. This method was adapted because of the flexibility. The survey was
done through questionnaire. The sample size selected is 100.

For systematic collection of primary data, closed ended questionnaire

was used. The questionnaires were distributed to the selected customers
dwelling in different areas of Kurnool City.

The questionnaire consists of 20 questions relating to various aspect of

the
Study. The first part so the questionnaire was mainly prepared to get the
personal details of the customers & their extent of brand awareness. And the
later part of the questionnaire was prepared to identify the consumer’s attitude
towards the Health drink
Bournvita of price, quality, range, advertisements, brand name etc.

The last part of the questionnaire was prepared such that the consumers
were encouraged to give their valuable suggestions.

Dept of Management Dr.J.D.C

SECONDARY DATA

16
 Data pertaining the company is collected from the company’s status
report.

The company’s profile gives a detailed report of the past records of the
organization.

The data collected both from primary & secondary sources is tabulated
and presented in a systematic form prior to classification and interpretation.

Dept of Management Dr.J.D.C

LIMITATIONS

1. The survey was limited to Kurnool city only.

17
 2. Some respondents were so busy that they answer the questions in hurry-
burry and hence it cannot be considered as 100% accurate.

3. Due to shortage of time survey was limited 100 consumers only and
analysis is made overall on their response basis.

4. Some people answer casually, those may not be accurate.

5. The whole project is confined to Kurnool City only.

6. Time was not sufficient and the projected was restricted to keep within
limits.

7. Some customers were not ready to share with their information.

Dept of Management Dr.J.D.C

18
 FINDINGS AND ANALYSIS

Dept of Management Dr.J.D.C

CONSUMER PREFERENCE TOWARDS VARIOUS

BRANDS OF HEALTH DRINKS

19
Brand No. of consumers Percentage
Bournvita 56 56%
Horlicks 20 20%
Boost 14 14%
Complain 10 10%

No. of consumers Surveyed: 100

Source: Primary data (Questionnaire)

Bournvita is used by most of the consumers surveyed. There is an

improvement in the usages of Bournvita by people when compared to 2 year 3
back where Horlicks
And Boost were leading market. Other Milo, Maltova, viva, etc.

Dept of Management Dr.J.D.C

CONSUMER PREFERENCE TOWARDS

VARIOUS
BRANDS OF HEALTH DRINKS
20
 60% 56%

50%

40%

30%
20%
20% 14%
10%
10%

0%
Bournvita Horlicks Boost Complain

Dept of Management Dr.J.D.C

21
 ASPECT THAT CONSUMERS LOOKS IN THE
PRODUCT

Aspect No. of Consumers Percentage

Quality 56 56%
Price benefit 12 12 %
Brand Image 22 22 %
Ads 10 10%

Consumer looks for health factor while purchasing the health

drinks.
This is evident when observed that 56% of the consumers buying behavior is
based on the quality.

How ever brand image and price also influence consumer purchase
decision-making process.

Dept of Management Dr.J.D.C

22
 ASPECT THAT CONSUMERS LOOKS IN THE
PRODUCT

Ads 10%

Brand Image
22%
Quality
56%
Price benefit
12%

Dept of Management Dr.J.D.C

23
 PERIOD OF USING A
PARTICULAR BRAND

Period No. of Consumers Percentage

<1 Year 12 12%

2-3 Years 34 34%
>3 Years 54 54%

Consumer is loyal to their present brands.

This is clear from the above table 54 out of 100 consumers are using the
brand more than 3 years. Brand shifting is minimum in health drinks.

Dept of Management Dr.J.D.C

24
 PERIOD OF USING A
PARTICULAR BRAND

>3 Years
60%

50%
2-3 Years
40%

30%

<1 Year
20%

10%

0%
<1 Year 2-3 Years >3 Years

Dept of Management Dr.J.D.C

25
 QUANTITY OF PURCHASE OF HEALTH
DRINKS

Quantity No. Of Consumers percentage

200grms 28 28%

500grms 52 52%

1kg 20 20%

Dept of Management Dr.J.D.C

26
 QUANTITY OF PURCHASE OF
HEALTH DRINKS

60%

50%

40%

30%
52%

20%
28%

10% 20%

0%
200grms 500 grms 1 kg

Dept of Management Dr.J.D.C

27
 MODE OF AWARENESS OF
BOURNVITA

Mode No. Of Consumers Percentage

Dealers 20 20%

Friends & Relatives 30 30%

Ads 40 40%

Others 10 10%

Advertisements, friends and relatives play vital role.

In creating awareness regarding Bournvita. Dealers and others play a

part of role in awareness of Bournvita.

Dept of Management Dr.J.D.C

28
 MODE OF AWARENESS OF
BOURNVITA

dealers 20%

friends & relatives 30%

ads 40%

others 10%

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

Dept of Management Dr.J.D.C

29
 CUSTOMER SATISFACTION AFTER
USING THE PRODUCT

Mode No. of Consumers percentage

Excellent 28 28%

Good 60 60%

Satisfactory 12 12%

Poor 0 0%

60% of consumers satisfaction is good, 28% excellent and remaining

12% are satisfactory with the health drinks.

Dept of Management Dr.J.D.C

30
 CUSTOMER SATISFACTION AFTER USING
THE PRODUCT

Dept of Management Dr.J.D.C

31
 EFFECTIVENESS OF ADS OF BOURNVITA

Effectively No. of consumers percentage

Very Impressive 20 20%

Nice 58 58%

Reasonable 14 14%

Not effective 8 8%

58% of consumers feel Bournvita ads to be nice and 20% are very much
impressed. Thus Bournvita ads are to be still improved to impress and induce
consumers.

Dept of Management Dr.J.D.C

32
 EFFECTIVENESS OF ADS OF
BOURNVITA

Dept of Management Dr.J.D.C

33
 AVAILABILITY OF THE PRODUCT

Mode No. Of consumers percentage

Very comfortable 76 76%

Satisfactory 24 24%

Poor 0 0%

76% of consumers feel very comfortable on the availability of the

product, 24% feels satisfactory.

Dept of Management Dr.J.D.C

34
 AVAILABILITY OF THE PRODUCT

Dept of Management Dr.J.D.C

35
 PRICE PERCEPTION OF
CONSUMER
TOWARDS THE PRODUCT

Perception No. of Consumers percentage

Very high 6 6%

High 16 16%

Reasonable 68 68%

Less 10 10%

Price perception toward the product represents that 68% of consumers

feel reasonable, 16% feel very high and remaining 10% feel less.

Dept of Management Dr.J.D.C

36
PRICE PERCEPTION OF CONSUMER
TOWARDS THE PRODUCT

Dept of Management Dr.J.D.C

37
 TYPE OF PACK CONSUMERS
PREFER

Type of pack No. of Consumers Percentage

Jar 66 66%

Refill 26 26%

Sachet 8 8%

Most of the consumers prefer jars, and 26% of people prefer refill remaining
8%
Prefer sachet.

38
Dept of Management Dr.J.D.C

TYPE OF PACK CONSUMERS

PREFER

39
Dept of Management Dr.J.D.C

SOWT ANALYSIS

CONCLUSION & SUGGESTIONS

40
Dept of Management Dr.J.D.C

SWOT ANALYSIS

Strengthness:
Bournvita is a multinational product, which is backed by adequate
financial resources. So it can go for wide promotional activities. It is a
product of
Cadbury India Ltd., its sales are more. It is the commercial health drink
being offerd by the doctors. It has more chances of Bournvita “confidence
kuchkar Dikaneka”Inspires all age groups by this the market can be grapped
much more.

Weakness:
Promotional activities concentrated only one segment that is children
other
Age groups are neglected. Flavors should be introduced. Not having much
more effective ads.

Opportunities:
There is a market waiting in a from of sachets and refill packs, which
Can be explanted profitable. Market can be expand by extending
promotional activities towards introducing flavor and concentrating age
groups.

Introducing of super charges make Bournvita more affordable than even

before.

Threats:

It is a product from the Cadbury its main competitors is complan a

product from Heinz and also it got more competition from other health drink
like Horlicks,
Boost, Milo, Viva etc.

41
Dept of Management Dr.J.D.C

CONCLUSIONS

Consumers are becoming more and more aware of Health drinks. Health
consciousness among people had grown eventually.

Bournvita is presently leading market and the next one is Horlicks and
Boost from Simth line beecham. The consumers are aware of all the offers
introduced by Cadburys Bornvita.

Promotional activities concentrate only on children and ignore other

viable market segments such as Housewife’s and old age people.

Advertisement of Bournvita are influencing the purchase decision of

people.

People are satisfied only up to 75% by using Bournvita by this survey.

So the taste and quality to be enhanced.

Many of the consumers want to introduce much more flavors regarding

Bournvita.

42
Dept of Management Dr.J.D.C

SUGGESTIONS (AS PER THE

CONSUMER)

Many of the customers ask for to display more impressive advertisement

on television.

Majority of Bournivita users demand to improve sale promotional

activities by introducing flavors.

Some customers wish to have Bournvita in sachet and Refill Pack in fewer
prices.

It should be increase quantity rather than improvement in package. The

taste of Bournvita is to enhance with some changes.

Finally promotional activities are to be extended in introducing flavor

and increasing quantity and should concentrate on viable market segments such
as house wife’s working men and old age people.

43
Dept of Management Dr.J.D.C

SUGGESTIONS

(DRAWN FROM THE STUDY)

Promotional activities should be taken to introduce flavors. Bournvita

should be introduced in trail packs.

Advertisements to be made much more impressive to with stand in the

market by other competitive Health Drinks. Middle class people are unable to
afford the product because it is costly so Bournvita should be provided in refill
packs at low price.

Brand image has to enhance to with stand the market situations and its
competitors.

44
Dept of Management Dr.J.D.C

 ANNEXURE

 QUESTIONNAIRE

 BIBLIOGRAPHY

45
Dept of Management Dr.J.D.C

QUESTIONNAIRE

1. NAME:

2. AGE:

3. GENDER:

4. OCCUPATION:

5. Name the Health drinks which you are aware of? [ ]

a) Bournvita b) Complan c) Horliks d) Boost

6. Out of the above health drinks which one do you prefer?

7. What factors do you consider while purchasing health drinks[ ]

a) Quality b) Price Benefit c) Brand Image d) Advertisement
e) Others

8. How are you aware of this Drinks [ ]

a) Advertisements b) Friends c) Dealers d)Relatives
e) Others

9. How long have you been using this particular Brand? [ ]

a) <1Year b) 2-3 Year c) More than 3 Year

ABOUT BOURNVITA (BOURNVITA USERS ONLY)

10. Why do you prefer this particular health Drinks? [ ]

a) Quantity b) Taste c) price d) Packing e) Advertisements

11. How do you perceive the price of Bournvita? [ ]

a) Very High b) High c) Reasonable d) Less

12. How do you feel the availability of Bournvita? [ ]

a) Very Comfortable b) Satisfactory c) Poor

Dept of Management Dr.J.D.C

46
 13. How do perceive the quality of Bournvita? []
a) Excellent b) Good c)Satisfactory d) Poor

14. How do you feel regarding the ads of Bournvita? [ ]

a) Very Impressive b) Nice c) Reasonable d)Not Effective

15. Are you aware of the recent offer Made by Cadbury’ for
Bournvita(Twisters)?
Yes\No

16. In what Quantities Do you buy?

a) 50 Gms b) 200 Gms c) 500 Gms d) 1 Kg

17. What type of Pack do you prefer?

a) Jar b) Refill c) Sachet

18. Would you like to shift from the present Brand to a New Health Drink?
Yes\No

19. Which one would you prefer ………………………….

20. Please give your valuable suggestions if any

………………………........

Thanking you

Signature

Dept of Management Dr.J.D.C

47
 BIBLIOGRAPHY

Marketing Management - C.N.Sontakki

Consumer Behavior - Suja. R. Nair

Web Sites - www.google.com

- www.cadbury.com

www.cadburyindialtd.com

Dept of Management Dr.J.D.C

48
 PROJECT REPORT

A STUDY

ON

CONSUMER PREFERENCE DRINKS

WITH REFERENCE TO BOURNVITA.

In the partial fulfillment for award of

BACHELOR OF BUSINESS MANAGEMENT

BY

Mst. K. VISHWANATH

(8775012)

Under the effective guidance of

Mst. P.PAVANKUMAR
(M.B.A)

Department of management studies

Dr. JYOTHIRMAYI DEGREE COLLEGE

ADONI

Affiliated to SRI KRISHNADEVARAYA UNIVERSITY,

ANANTHAPUR

2009-2010.

49
 CERTIFICAT
E
This is to certify that is the bonafide Project Work

entitled………………………………………………………………………………

....................................................................................................................................

carried out by Mst…………………………………………………………………

Register No………….... Year ……………………………….. in Partial

fulfillment of the requirement for the award of Degree of Bachelor of

Business Management of Sri Krishnadevaraya University, Anantapur.

Principal

Examiner
Project Guide

50
 PROJECT GUIDE CRTIFICATE

This is to certify that the project work entitled “A study On

CONSUMER PREFERENCE TOWARDS HEALTH DRINKS WITH

REFERENCE TO BOURNVITA,” is a bonafide work down by

Mst. K.VISHWANATH ,B.B.M final year student of

Dr. JYOTHIRMAYIDEGREE COLLEGE ADONI carried out under my

supervision. Further to the best of my Knowledge the project work submitted

does not form part of any thesis or dissertations on the basis of which the

Degree was conferred on and earlier occasion on this any other candidate.

Place: ADONI

Date:

Mr. P. PAVAN KUMAR

MBA
Faculty, Dept. of Mgt. Studies

Dr. JYOTHIRMAYI DEGREE COLLEGE

ADONI.

51
 DECLARATION

I, Mr. K. VISHWANATH, a bonafide student of

Dr. JYOTHIRMAYI DEGREE COLLEGE , Adoni would like to declare

that the project entitled “ A STUDY ON CONSUMER PREFERENCE

TOWORDS HEALTH DRINKS WITH REFERENCE TO

BOURNVITA” Carried out for the partial fulfillment of B.B.M Degree

course of Sri KrishnaDevaraya University, Anantapur, is my Original.

Mr. K. VISHWANATH
FINAL B.B.M

52
 ACKNOWLEDGEMENT

A large number of individuals contributed or indirectly in bringing our

this project. I am thankfull to all them for their help and encouragement. I
express my heartfull and sincere gratitude to Mr. VENKATESHWARLU
Principal , Dr. JYOTHIRMAYIDEGREE COLLEGE ADONI, for the
excellent inspiration provided.

I express my spontaneous gratitude to my project gratitude

Mr.P. PAVANKUMAR lecturer in Marketing Management for his valuable
opinions.

I also thank to all the commerce department lecturers for their continuous
encouragement and suggestions.

I express my sincere thanks to my friends, parents and finally S.L.V

DIGITAL STUDIO, ADONI for their motivate constructive criticism.

Mr.K.VISHWANATH

53
54
55