Consumer Study Of Paper Boat And Paper Boat Swing

BY:- ASHISH YADAV

UNDER THE GUIDANCE OF:- PARVESH DEBUKA
Project Objective and Deliverables
• To study the consumer behaviour of Paperboat Swing and Paperboat and find
out the difference and overlap between the consumers of both these product.
• Deliverables
• Set of common attributes between the consumers of both the Paperboat drinks
• Difference between the behaviour of Paperboat and Paperboat Swing Customers
• Paths to purchase and unplanned purchase pattern
Focus Area

Which brand are

Reasons for Buying Reasons for Buying
people leaving for
Paperboat Swing Paperboat
Paperboat Swing
Approach
• Consumer Age
• Consumer Buying Pattern
• Brand Awareness
• Other Factors for choosing
Market Visits
• Bangalore, Mysore, Mangalore, Manipal, Udupi
• General Trade, Modern Trade, Happy Patrol Session
• Bakery Shops
Total Consumer Interviewed:-
• Paper Boat Swing :- 203
• Paper Boat:- 230
Paper boat Swing
• Mango, Litchi and Apple are most liked flavours
• Lemon is the least liked flavour
• 17-29 is the most common age of Paper Boat Swing
• Out of 203 consumer, 127 were students and 76 were working professional
• Thirst ,Summer and weather were the most common reason for buying
• 4(102),5(79) were the most common rating , while 22 gave 3 rating
• 68 users liked Frooti,46 liked Appy, 43 liked Maaza
• Packaging, Colour and Price were the most common reasons
• 161 were Male, 42 were Female users of Paper Boat Swing
• People who have tasted Swing , tends to buy again.
• Brand Recall is low ,but it is increasing
Paper Boat
• Aamras,Litchi,Anar,Apple are the most liked flavours.
• AamPanna is the least liked flavour
• 24-36 is the common age of Paper Boat users
• Out of 230 customers, 184 were male and 46 were female
• 187 were working , and 43 were students
• 4(128),5(74) were the most common rating on a 1-5 scale
• Breakfast drink, Summer and thirst were the most common reason for buying
• Most of the consumers who bought Paperboat either liked its Taste, Flavour or
are looking for less sugar content like Anar.
Consumer Insights
• Taste and Flavour were the prime factors for Paperboat , unlike price, packaging
were for paper boat swing
• Presence Of 6 Flavours in Swing, is one of the driving factors for people liking
and buying it.
• Thickness and Fruit content of Paper Boat makes people like it
• People who are aware of the taste , tends to buy Paperboat again.
• Paperboat Swing is better in taste compared to other brands
available.(Frroti,Appy,Maaza)
Store Triggers and Path to Purchase(Swing)
• Consumers are often aware of their spending limits, doesn’t want to spend that
much on fruit drinks
• Before buying any Drinks, people tend to overlook other brands
• Price is the most important factor, and packaging and colour are the important
factors as it is mostly impulse buying.
Common Attributes between Swing and Paperboat
Consumers

Age
They use tech After the
Group(17-29 Working
savvy i.e they initial
Swing) Professionals
use social experience ,
(24-36 Paper are common
media for they focus on
boat) to both
information taste

They mostly
drink to
quench thirst,
and because of
Summer
Other Observations
• Places were Paperboat Swing and Paperboat are present, Swing is eating into
Paperboat business.
• Since most of the flavours are same, price is less than Paperboat , people tend to
buy Swing because of it.
• Customers/Shop owners are not aware of the difference between the content of
both the product.
Recommendations
• Marketing campaign which states about it fruit content and no concentrate used
• Leverage Social Media Presence.
• Visual Merchandising
• Search Engine Optimisation.
• Emotional Story of how Paperboat is helping Farmers
• Television advertising