A PROJECT REPORT

ON

A STUDY ON MARKET ANALYSIS AND PROMOTIONAL ACTIVITY

OF
MANPASAND BEVERAGES PVT. LTD. AT VADODARA REGION

SUBMITTED BY

MISS KOMAL V. PUNJABI

(ROLL NO. MF-16-52)
In Partial Fulfillment For The Award Of The Degree
OF

MASTER OF COMMERCE
(SPECIALIZATION IN MRKETING MAANAGEMENT)

Under The Guidance Of

Dr. SANDIPKUMAR G. PRAJAPATI

Commerce and Business Management,
Faculty of Commerce,
THE MAHARAJA SAYAJIRAO UNIVERSITY OF BARODA,
VADODARA.
APRIL 2017.
 BONAFIDE CERTIFICATE
Date:

This is to certify that this project report entitled “A STUDY ON MARKET ANALYSIS
AND PROMOTIONAL ACTIVITY OF MANPASAND BEVERAGES PVT. LTD. AT
VADODARA REGION”. Which is to be submitted to the office of the registrar
(examination), The Maharaja Sayajirao University of Baroda, Baroda has been prepared by
KOMAL V. PUNJABI (roll no. MF-16-52) as a partial fulfillment of the award of master of
commerce in marketing management for the academic year 2016- 17 for the evaluation in
lieu of the annual examination to be held in March / April, 2017.hbjbhjbjhbjhcbhjbj

He / She has carried out this work under my personal supervision and guidance.

(Signature of the Guide)

Dr. Sandipkumar G. Prajapati
Department of Commerce and Business Management
Faculty of Commerce,
The Maharaja Sayajirao University of Baroda,
Vadodara.
 ACKNOWLEDGEMENT

There are few word of gratitude for the individual without whom this study would not have
been possible.

My first and foremost knee down gratitude goes to almighty for his divine help throughout
this project work.

I was fortunate to have a guide like Dr. Sandipkumar G. Prajapati, without whose guidance
and support the project would not have been possible so my first and foremost thanks goes to
him.

I express my sincere thanks to the course director, Dr. Umesh R. Dangarwala sir, who
permitted me to carry out my research work on this topic.

I would like to offer my sincere thanks to staff of Hansa Mehta library, the M.S.University of
Baroda, for extending their cooperation by providing us with the necessary information and
related magazines and books.

I would like to thank to all respondent, who gave me their precious time and their view in
filling the questioner. I am also grateful to all the people who help me in every possible way
to take of the study.

However, inadvertently whatever shortcoming may be detected, we are sorely responsible for
that.
 CERTIFICATE OF ORIGINALITY

Date:

I, KOMAL V. PUNJABI (Roll No. MF-16-52), the undersigned hereby declare that the
project report entitled , “ A STUDY ON MARKET ANALYSIS AND PROMOTIONAL
ACTIVITY OF MANPASAND BEVERAGES PVT. LTD. AT VADODARA REGION”
submitted in partial fulfillment for the award of Post Graduate Diploma in Business
Administration for the academic year 2016- 17 for the evaluation in lieu of the Annual
Examination to be held in March/ April, 2017 is my own work and has been carried under the
guidance of Dr. Sandipkumar G. Prajapati.

The work is an original one and has not being submitted earlier to this university or to any
other institution/ organization for fulfilment of the requirement of a course or for award of
any Degree/ Diploma? Certificate. All the sources of information used in this Project Report
have been duly acknowledged in it.

(Signature of the Student)

Komal V. Punjabi
Roll No. MF-16-52
Master of commerce (specialization in marketing management)
Department of commerce and business management,
Faculty of commerce,
The Maharaja Sayajirao University of Baroda,
Vadodara.
 INDEX
CHAPTER INTRODUCTION

1 INTRODUCTION

2 COMPANY PROFILE

3 REVIEW OF LITERATURE

4 SCOPE AND COVERAGE OF THE PROPOSED RESEARCH STUDY

5
OBJECTIVE OF THE PROPOSED RESEARCH STUDY

6 RESEARCH DESIGN OF THE PROPOSED RESEARCH STUDY

7 RESEARCH METHODOLOGY OF THE PROPOSED RESEARCH

STUDY

8 DATA ANALYSIS AND DATA INTERPRETATION OF THE PROPOSED

RESEARCH STUDY

9 SIGNIFICANCE OF THE PROPOSED RESEARCH STUDY

10 CONCLUSION, FINDINGS AND RECOMMENDATION

11 LIMITATION OF THE PROPOSED RESEARCH STUDY

12 SELECTED REFERENCES

13 QUESTIONNAIRE (HARD COPY TO ATTACHED)

 CHAPTER - 1

INTRODUCTION

UNDERSTANDING OF THE TOPIC

Soft Drinks were common preference among all the individuals before juices were being
introduced, with the changing lifestyle and income levels, people are shifting their
consumption patterns and have therefore become more health conscious thus leading to
increase in demand of juices.

Market Research is based on some underlying parameters like:

• Changing consumption pattern
• Health factor
• Status consciousness
• Varying lifestyle

The basic subject matter of the research, comparative analysis of Soft Drinks and Fruit
Juices are focused to study the mind/taste of different age group of people. The study starts
with determining the major players in the soft drinks and the juices market, their overall
consumption pattern among the people and ends up with the conclusion as per the state of
mind of the average rational human being.

EXECUTIVE SUMMARY:

The report is prepared based on “Market Analysis and Promotional Activity of Manpasaand
Beverages Pvt. Ltd.” To prepare this report, I have followed the Research Methodology from
different group of segment. The information, on which the total market analysis stands, was
the collection of data from the questionnaire made to know the product market. To see the
market need and wants. The survey took place inside of Vadodara.
Through the questionnaire, we can analyse preference of consumer about the product quality,
product’s price, channel of distribution, Product Promotion, Marketing Strategy. So the
company can improve product quality as compared to other competitive product, keep the
price relatively lower than other soft drink and fruit juice, increase the awareness of the
product through the internet, advertisement, hoardings, magazines and also distribute the
product at every location of rural and urban area so the consumer can get product easily.
UNDERSTNDING OF THE INDUSTRY

The beverage market is worth $55 billion worldwide. The tides are turning for many
beverage categories. While the carbonated soft drink and beer categories are merely
treading water with flat sales, the energy drink category is surging ahead like never before.
Bottled water, ready-to-drink coffee, ready-to-drink tea and sports drinks follow close
behind with substantial sales increase- drinks without added sugar, no beer, along with
developments in juice drinks and dairy-based drinks, are helping to turn around sales in
these categories. What follows is a category-by-category look at the state of the beverage
industry, including the top brands, new products, innovations and future trendsetters. In
order to be successful in the marketplace, one has to think in terms of health innovation,
flavour innovation, ingredient innovation and specific age groups. These are the factors
that will shape the future of the beverage industry.

“Today’s consumers are concerned with overall health and wellness. As a result, there is
significant impact on food and beverage purchases. Many studies have shown that
consumers are as concerned with good health as they are about maintaining a high quality
of life.”

Do you know what type of new beverage consumers are most likely to try? Do you know
where they are most likely to pick those products up? Do you know why? Beverage
Industry wanted to know the answers to these questions and to delve deeper into the ever-
increasing number of new product launches in the beverage market. “The soft drink
industry is training people to seek out new products, even the big guys are coming out with
limited-edition flavours, and consumers are beginning to see that there is more flavour
activity going on in the category. Whether that really nets anybody any sales gains is
another thing, but it is teaching consumers to seek out and try new products. It’s also
trying to create some excitement there.” In spite of several challenges and restrictions
faced by this industry, it is a ‘roll’ like never before. Customer preferences may have
shifted, but they are still always on the lookout for a can of ‘coke’ or a new ‘flavoured’
drink to quench their thirst.
INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 65.6 billion, including $20.6
billion of value added products. Of this, the health beverage industry is valued at $230
million; bread and biscuits at $1.7 billion; chocolates at $73 million and ice creams at
$188 million. The size of the semi-processed/ready-to-eat food segment is over $1.1
billion. Large biscuits & confectionery units, Soya processing units and
starch/glucose/sorbitol producing units have also come up, catering to domestic and
international markets.

The three largest consumed categories of packaged foods are packed tea, biscuits and soft
drinks. The Indian beverage industry faces over supply in segments like coffee and tea.
However, more than half of this is available in unpacked or loose form. Indian hot
beverage market is a tea dominant market. Consumers in different parts of the country
have heterogeneous tastes. Dust tea is popular in southern India, while loose tea in
preferred in western India. The urban-rural split of the tea market was 51:49 in 2000.
Coffee is consumed largely in the southern states. The size of the total packaged coffee
market is 19,600 tonnes or $87 million. The total soft drink (carbonated beverages and
juices) market is estimated at 284 million crates a year or $1 billion.

The market is highly seasonal in nature with consumption varying from 25 million crates
per month during peak season to 15 million during off-season. The market is
predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi
dominate the Indian soft drinks market. Mineral water market in India is a 65 million
crates ($50 million) industry. On an average, the monthly consumption is estimated at 4.9
million crates, which increases to 5.2 million during peak season.


MAJOR PLAYERS IN SOFT DRINKS SEGMENT:

1. COCA COLA: Thanda Matlab Coca-Cola!!!

Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now
become the flagship brand of largest manufacturer, distributor of non-alcoholic beverages
in the world. In India, coca cola was the leading soft drink till 1977 when govt. policies
necessitated its departure. Coca cola has made its return to the country in 1993.and made
significant investment to ensure that the beverage is available to more and more people in
remote as well as inaccessible parts of the world. Coca cola returned to India in 1993 and
over the past ten years has captured the imagination of the nation, building strong
association with cricket, the thriving cinema industry, music etc. coca cola has been very
strongly associated with cricket, sponsoring the world cup in 1996.
In 2002, coca cola launched the campaign,”Thanda Matlab coca cola”. In 2003, coke
Was available for just Rs.5 crores in the country.

2. FANTA: GHOONTH BHAR SHARARAT KAR LEY!!!

Fanta introduced in1940. Fanta is the 2nd oldest brand of The Coca–Cola Company and
2nd largest brand outside the US. Orange is the leading flvor but almost every fruit grown
is available as a Fanta flavour somewhere. Fanta entered the Indian market in year 1996
under the coca cola brand. Consumed more than 130 million times every day around the
world, Consumers love Fanta for its great, fruity taste. Over the years, Fanta has occupied
a strong market place and is identified as “the fun catalyst”. Fanta stands for its vibrant
colour, tempting taste and tingling bubbles that not just uplifts feelings but also helps free
spirit thus encouraging one to indulge in the moment.
3. LIMCA: LIME AND LEMONI!!!

Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has
been the original thirst choice, of millions of consumers for over three decades. Limca is a
popular soft drink available in refreshing lemon and lime flavour. It is carbonated soft drink
made majority in India and a few parts of the U.S. The soft drink is manufactured by the
Coca-Cola Company. Limca is pleasing the customer with its refreshing flavor and holds a
strong position in lemon drink segment.

The brand has been displaying healthy volume growing year on year and Limca Continues to
be leading flavouring soft drinks in the country.

Dive into the zingy refreshment of limca and walk away a new person

4. SPRITE: SPRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!!

Worldwide sprite ranked as no.4 soft drink and is sold in more than 190 countries In
India, Sprite is a colourless, caffeine-free, lemon and lime flavoured soft drink created by
The Coca-Cola Company. sprite was launched in year 1999 and today it has grown to be
one of the fastest growing soft drinks, leading clear lime category. Today sprite is
perceived as a youth icon. With strong appeal to youth sprite has stood for a straight
forward and honest attitude. Its clear crisp hingtaste encourages today’s youth to trust
their instincts, influence them to be true who they are and to obey their thirst. Today
Sprite is one of the top two sparkling soft drink in the country.

5. THUMPS UP: TASTE THE THUNDER!!!

Strong cola taste, exciting personality.
A thump up is a leading carbonated soft drink and most trusted brand in India. Originally
Introduced in 1977, thumps up were acquired by the coca cola company in 1993.
Thumps up, is, known for strong, fizzy taste and its confident, mature and uniquely
Masculine attitude.

6. MAAZA: YAARI DOSTI TAAZA MAAZA!!!

The most popular drink is Maaza mango. Maaza was launched in 1976. In 1993, maaza
was acquired by coca cola India. Maaza currently dominates the fruit drink category.
Over the years, maaza has become synonymous with mango.
“Taaza Mango, Maaza mango, Bottle meiaam, maazahainaam.” Consumers regard maaza
as wholesome, natural, fun loving drink real experience of fruit. The campaign builds on
the existing equity of the brand and delivers a relevant emotional benefit to the moms
rightly captured in tagline, “yaaridosti, and taazamaaza”. Other product of Maaza
includes Maaza guava, Maaza Apple, Maaza Lychee, Maaza Orange, Maaza Bits, Maaza
Fruit mix and Maaza Mango-Peach. The Fruit pulp, fruit concentrate and other
ingredients to manufacture these are mainly sourced from India, Europe and Far East.

7. PEPSI: YEH DIL MAANGE MORE!!!

Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co. It is
sold in stores, restaurants and from vending machines. The drink was first made in the
1890’s in North Carolina.
The brand was trademarked on June 16, 1903.There have been many Pepsi variants
Produced over the years.
• Diet Pepsi
• Crystal Pepsi
• Pepsi twist
• Pepsi max
• Pepsi samba
• Pepsi blue
• Pepsi gold
• Pepsi holiday spice
• Pepsi jazz
• Pepsi x (available in Finland & brazil)
• Pepsi next (available in Japan & south Korea)

MAJOR PALAYERS IN THE FRUIT DRINK SEGMENT

1. DABUR REAL:
Dabur’s flagship brand real fruit juice is a market leader in packaged fruit juice category.
Real was launched in 1996 and the brand has carved a niche for itself by claiming to be
the only fruit juice in packaged form .i.e.100% preservative free. Real offer your kids not
just great taste, but also Fruit Power – The power of fruits….The power to stay ahead.
Real is voted by consumer as the most trusted fruit juice brand for four year in a row.
Real awarded the Reader’s Digest Trusted Brand Gold Award 2009 in the food and
beverage category.
Real, with market share of 57% comes in nine flavours:
• Orange • Guava
• Mango • Litchi
• Pineapple • Tomato
• Mix fruit • Cranberry
• Grape
Real Active is 100%fruit juice with no added sugar and is available in following variants:
• Orange
• Apple
• Orange- carrot

2. GODREJ-JUMPIN & “xs”:

The food division of Godrej industry manufactures fruit drink under the brand name of
Jumpin. It produces and market fruit drinks, fruit nectar and
Soft soymilk. Godrej’s brand JUMPIN comes in the following four flavour:
• Mango • Pineapple
• Apple • Orange
It comes in a baseline pack design that is trendy nd easy to hold. Flavor Retention is high.
Jumpin available in slim packs of 200 ml in trays of 27. Also available in 1000 ml packs.

3. PEPSI’S TROPICANA:
Tropicana was founded in Bradenton, Florida, USA in 1947. Tropicana brand fruit juice
enjoys a market share of 25% and has registered a double digit growth and has outpaced
the growth of fruit juice market in India. Tropicana has matured into one of the most
respected Beverage Brand. Tropicana is 1st brand in packaged 100% juice in the world in
2011 in off-trade volume. It is today available in 63 countries. It is available in following
flavours:
• Orange
• Apple
• Grape
• Cranberry

4. PARLE’S FROOTI AND APPY:

Frooti was launched back in 1985 and enjoys market dominance with 85% of market
share. This was the first tetra pack drink India had ever seen. Juice is made of real mango
pulp with no preservatives and protected by the Tetra pack. Appy Fizz is the champagne
of the fruit drink. In 1986, Appy Fizz was launched as India’s first sparkling apple juice
drink. It is a refreshing beverage that’s made from the freshest of apples. Bubbly, sweet
and tangy, with a light refreshing taste, Appy Fizz quickly became a favourite amongst
youth as a healthier alternative to colas.
 CHAPTER – 2

COMPANY PROFILE OF
MANPASAND BEVERAGES PVT. LTD.

Manpasand Beverages was established in 1998 by Dhirendra Singh. Mr. Singh leased a
factory formerly run by Mahananda Dairy in Mumbai to produce Mango Sip, and began
selling it in smaller tier-2, semi-rural, and rural markets that were ignored by the existing
large beverage companies.Manpasand Beverages Limited is a limited liability company in
India.

Manpasand Beverages limited is engaged in the business of manufacturing of juices in the

beverages segment. The Company is engaged in the business of manufacturing of fruit drink
products with a primary focus on mango fruit. The Company offers mango-based fruit drink
under the Mango Sip brand. It also offers its products in other brands, including fruits up,
Manpasand Oral Rehydrating Salts, Pure Sip and Coco Sip. Under the Fruits Up brand, The
Company offers fruit drinks and carbonated fruit drinks in various flavors and under the
Manpasnd Oral Rehydrating Salts brand, it offers fruit drinks with energy replenishing with a
primary focus on North East India. It offers fruit drinks in various packaging types and sizes.
Under the Manpasand Oral Rehydrating Salts brand, it offers the product, such as Manpasand
ORS Apple Drink and Manpasand ORS Orange Drink. Its Mango Sip brand was 2 nd largest
selling mango drink in India in 2014.

The Company’s plants are located at Vadodara, Gujarat; Varanasi, Uttar Pradesh; and
Dehradun, Uttaranchal, and it has a capacity of 60000 cases per day at present, which it plans
to expand up to 150000 cases per day. One case is 24 bottles. Singh had said earlier that “The
beverages industry is expected to see 35 per cent growth in foreseeable future. In next five
years, we expect the size of fruit drink industry to more than double to around Rs.12000 crore
to 15000 crore.”

The Company plans to invest over Rs.100 crore in next one year to more than double its
manufacturing capacity as well as distribution network nd targets to touch a Rs.1000 crore in
the coming three years from a current turnover of just over Rs.300 crore. It has over 200000
retailers, over 2000 distributors and 200 plus super stockists.
Vadodara-based Manpasand Beverages was incorporated in 1997. Mango-based fruit drink
‘Mango Sip’ is its flagship brand contributing around 97 per cent to its total revenue. The
Company realized the potential its flagship brand Mango Sip had after succeeding in Uttar
Pradesh. The same distribution formula helped them to grow the number of distributors
steadily in other parts of India. The Company also offers fruit drinks in apple flavor (Apple
Sip). In order to diversity its revenue the company launched ‘Fruits Up’ brand in July 2014,
which offers differentiated carbonated fruit drinks with relatively higher fruit content. The
Company also offers bottled water under the ‘Pure Sip’ brand. At Vadodara located plant
Manpasand Beverages employs 555 employees.

Manpasand Beverages has four manufacturing facilities located across Vadodara, Varanasi
and Dehradun. As of March 2015, Manpasaand Beverages had a distribution network of 73
consignee agents and 654 distributors spread across 24 states in India to whom it sell directly.
The Company also sell directly to Indian Railway Catering and Tourism Organisation
(“IRCTC”) approved vendors.
PRODUCT AND SERVICE OVERVIEW

PRODUCTS

CSD(Carbonated
FRUIT BASED
Soft Drinks)

● Mango sip ● Cola

●Apple Sip ● Orange

● Guava Sip ● Lime

● Litchi Sip

MANGO SIP: Sip India Sip, Mango Sip

The Mango Sip brand was established by first generation
entrepreneur Dhirendra Singh. Vadodara-based Manpasand
Beverages has signed up Hindi film actor Sunny Deol as the brand
ambassador for its flagship brand ‘Mango Sip’. The Company
claimed that the Mango Sip brand has grown to become one of the
leading mango drink in India. Dhirendra Singh, Chairman and
managing director, Manpasand Beverages said, “We are confident
that Sunny Deol’s association will help in significantly increasing
the per capita consumption of mango drinks in the country. With a
strong presence in tier-2 and tier-3 markets, our network is spread
across 200000 plus retail outlets and over 2000 dealers. Our aim is
to double these numbers in a few years and make Mango the most
loved beverage product in India. We will be starting a full 360 degree media campaign
shortly.”

FRUITS UP: Fruits Up for India

Generally fruit beverages are sold worldwide in major 3 categories which are drinks, nectars
and juices. Looking at our Country’s growth and the growing ambition of our people at large,
to make available a high quality fruit beverage at most affordable prices so that now every
individual gets access to best quality beverages. Fruits Up is a beverage brand which is made
up of specially sourced premium fruits and packed in tetra packs and pet containers. It
contains the goodness of whole fruit which helps in refreshing oneself.

This is the first time that premium beverages drink will be marketed and made available in
mass market segments in small packings like 125 ml pet bottles and tetra packs.Made with
real fruit juices and pulps it contains high amount of fructose and carbohydrates. Fruits Up
empower everyone to uncap and sip the most premium quality beverages.

Eying a greater share in the fruit beverages in the country, Vadodara-based Manpasand
Beverages launched Fruit Juice-based ‘Fruits Up’ premium category beverage. The Fruits Up
line of premium fruits drinks includes varieties such as Guava, Litchi, Mango, Apple, Orange
and Mixed Fruits. The Company also produce Carbonated Soft Drinks such as Cola, Orange,
Lime.

Dhirendra Singh, MD, Manpasand Beverages said, “We launched our premium product
‘Fruits Up’ which has perfect five per cent blend of fruit juice. It can compete with
international brands in the market

Fruits Up which is launched in the market is the answer to debate of having healthy drink in
the market.” The Fruit Juice-based Fruits Up also launched in Godhra and Surat. In 2014,
The Company has turnover of over Rs.300 crore and target to touch Rs.1000 crore mark in
the next two years.

PRODUCT PORTFOLIO:
PROMOTIONAL ACTIVIES OF MANPSAND BEVERAAGE PVT. LTD.

 Objective of the company is to create brand awareness through informative

advertisng.
 Use of print media, Radio Advertisement, Hoardings, Hoardings in public sports,
sample distribution, organizing events, T.V. commercial etc.
 Tie up with major cinema halls to promote companies product during intervals in
film.
 In Web Marketing:
On Facebook: Creating a community on facebook
Creating a fan page on facebook

On Twitter: Creating an active account where regular tweets on product and event
updates to ensure interactivity.

SWOT ANALYSIS:
A SWOT analysis is the tool, used in management & strategy formulation. SWOT
analysis is a useful instrument for helping managers to identify internal Strengths and
Weaknesses of a business and external opportunities and Threats. SWOT is an acronym:
S = Strengths, W = Weaknesses, O = Opportunities, T = Threats. of the particular
company. In which, two are Internal factors viz. Strength and Weakness where as other
two are External factors viz. Opportunity and Threat.

Strength Weakness

SWOT
Opportunit Threats
y

STRENGTH:

 Adequate availability of raw material

 Good Reputation among the Customer
 Natural Product
 Covered a large market in short span of time
 Adequate Manpower
 Market Demand
 Price, Competitive Adavntage
 Variety of Product Flavour
WEAKNESSES:

 Seasonal availability of fruit

 Brand Acknowledgement
 Dependence on Monsoon

OPPORTUNITIES:

 Participation of growing Industry

 Great scope of covering fruit juice market

 Competitive advantage over carbonated soft drinks
 Good value pricing

THREATS:

 Emergence of substitute products.

 Increased Trade Barriers
 Competition with the giants
 Shifts in consumer tastes away from the firm’s products
 Public Opinion
 Unstable government policies

CHAPTER – 3

REVIEW OF LITERATURE
“Marketing Management” by Philip Kotler, Kelvin Lane Keller, Abraham Koshy,
MithileshwarJha(13th Edition)

Philip Kotler observed that satisfaction is a person's feelings of pressureor

disappointment resulting from product's perceived performance (outcome) in relation to
his or her expectations.

Individualized CRM is particularly relevant to companies using multiple channels

(Wilson, Street, and Bruce 2008)
Here, integrating customer data across channels is especially important when delivering
a consistent customer experience. Sophisticated systems allow customer information to
instantly feed back into the main operational systems so that it is readily accessible
regardless of channel.

Liu, Yuping, Journal of Marketing (Oct2007, Vol. 71 Issue 4, p19-35, 17p)

Researcher found out the Long-Term Impact of Loyalty Programs on Consumer

Purchase Behaviour and Loyalty. Using longitudinal data from a convenience store
franchise, the study found out that consumers who were heavy buyers at the beginning
of a loyalty program were most likely to claim their qualified rewards, but the program
did not prompt them to change their purchase behaviour. In contrast, consumers whose
initial patronage levels were low or moderate gradually purchased more and became
more loyal to the firm. For light buyers, the loyalty program broadened their
relationship with the firm into other business areas. Thus there is a need to consider
patronage to decide rewards for loyalty programmes.

1) A literature review is a body of text that aims to review the critical points of current
knowledge. Literature review are secondary sources and as such, do not report any
new experimental work.

2) Kretter Kadekova et al (2010) “country of the origin of food and consumer

preference in segment of university students” consumers prefer the attributes like
freshness, flavour and also the price. Consumer prefers fruit juices because of their
flavour and freshness.
 3) Charles (2009) “market news service: fruit juices report” in his studies discussed
that
the fruit juice market is presently relatively quiet, provided one ignores the
continued
collapse in the price of FCOJ.

4) Bharadwaj (2008) “consumer behaviour in health drink” discussed that consumer

behaviour is divided into three sub categories, consumption behaviour and purchase
behaviour and attitude perception. The consumer behaviour differs with age and the
life style. For kids health drink is a supplement with added calciums, minerals and
vitamins.

5) Gupta & Gupta (2008) “ fruit drinks: how healthy and safe” discussed that fruit
drinks are popularly used in most urban households today markets are flooded with
a large variety of juices e.g.; mango, apple, guava, litchi the main reason for
increased consumption is changing lifestyles & rising level of health consciousness
among consumers and parents. They believe that these drinks provide superior
nutrition because of their status & high beverage cost.

6) Gupta parul (2003) studied the Coke & Pepsi’s rural drive to push sales. Soft drink
giants Coca-Cola & Pepsi have signed on thousands of new retailers in a drive into
rural India that has pushed up sales steeply. Coca-Cola has made its beverages
available in 40,000 additional villages in the last 3 years.

7) Jyoti k arun (2002), studies the Coca-Cola india’s marketing plan for the summer
peak sales season is vested with a rural thrust & rides on the back of its newly
launched 200-ml bottle, priced between Rs.5 to Rs.6 across the country. While the
soft drinks sales showed flat growth last year, sales in that year are up by 80% for
the company.

8) As per study made by P Raegrt, W Verbeke, F Devieleghere, sales of packaged fruit

juices is rapidly increasing because of its convenience and healthiness. The
 likelihood of buying fresh fruit juices is more among educated consumers and
among consumers with young children. Though consumer perception of price,
quality and value are considered as pivotal determinants of consumers buying
behavior and drink choice (bishop 1984, Doyle 1984, Jacoby Olson
1985).Difference in information effects due to interaction with juice type, consumer
background attitudes and socio – demographics. Consumers with a high neophobia
reported a lower liking for unfamiliar fruit juices. Health –oriented consumers were
more likely to comprise on taste for an eventual health benefit, though they still
preferred the best tasting juice.Consumer background attitudes and socio –
demographic of fruit juices influenced consumer acceptance.

9) (Sara Sabbe, Wim Verbeke, Rosires Deliza)

Today there is increasing demand for healthy and nutritional products as a
consequence of consumers being better educated and more demanding which leads
to a need for new products and a more differentiated food product assortment

10) Linnerman et al; 1999). Health, nutrition, taste, price convenience are some of the
criteria consumers use to determine Which product is more attractive (Bech-larsem
et al 1999). According to hutching (2013) package and color of fruit juice influences
consumers perception. The increase in consumption of fruit juice is likely the result
of change in lifestyle, convenient access to large number of brands options(Albott
1990),as per the study made in china the consumers are influenced by factors other
than income, change in lifestyle play a major role in structural changes in consumer
perception.

11) According to (Granato et al 2010), with rapid pace of life more consumers will
chose to substitute fresh fruit with more convenient products such as fruit juices.
The possible variable that influence buying behavior of consumers are price of the
fresh fruit juices, price of substitute beverages, household income ,seasonality,
brands, demographics, and advertising (Andrew et al.2008, Pollack 2001,Pollack et
al.2013,Brown and Lee1999,Kinnucan et al.2001,Dooley et al 2000).
12) In a study conducted by Pollack et all 2003 U.S.A, the outcome showed that males
consume a larger share of all kinds of fruit juices as compared to females. Those in
age group of 20 to 29 accounted the larger share of fruit juices and drinks
consumption. They also concluded that there was an obvious difference among the
consumers ‘preferences for fruit juices corresponding to their income.
Gupta and Gupta (2008) discussed that fruit juices are mostly used in urban
households. Today markets are flooded with large variety of fruit juices e.g.; mango,
apple, fruit juice. The main reason for it is changing lifestyle and health
consciousness among consumers.
 CHAPTER – 4

SCOPE AND COVERAGE OF THE PROPOSED RESEARCH

STUDY

Consumer are the focal point of any Business. Marketers therefore need to know what their
customers need and want. They also need to know how their customers make their decisions
about buying and using the product.

The study focuses mainly on the consumer behavior towards select fast moving juice in
Vadodara. But with the prevailing trend, it is necessary to focus on the essence and
emergence of vibrant in marketing efforts from the juice companies.

Thus with more no. of companies entering into rural and urban market with variety of
products, it is must for the companies to study a rural and urban consumer behavior. This
study will highlight the consumer behavior before purchase, at the time of purchase, post
purchase and factor influences the consumer behavior towards purchase of fruit juice
products.

The scope of these research to identify the buying behavior of consumers of Manpasand
Beverage Pvt. Ltd. This based on Primary Data and Secondary Data. This study only focuses
on urban buying behavior of customer. The study does not say anything about the rural
buying behavior of customers because rural norms, status, attitude and acceptance of the rural
customer differ from urban customer. It aim to understand the area like technological,
advancement, competition in management in the Vadodara city. The project study is based on
Promotional activity of Manpasand Beverage Pvt. Ltd.
 CHAPTER – 5

OBJECTIVES OF THE PROPOSED

RESEARCH STUDY

 To analysis the market of Manpasand Beverage’s Fruit Juice in Vadodara city.

 To know the awareness level and preferences of the consumer about the Manpasand’s
fruit juice.
 To check out the satisfaction level and expectation of consumers.
 To analyse Growth and Development trends of proposed company’s product in
Vadodara city.
 To identify the performance evaluation parameters of the company’s product.
 To identify key area and shortcomings to focus in order to improve the performance
of fruit juice in Vadodara city.
 To find out Brand awareness of Manpasand Beverages fruit juice on the basis of
Product Quality, Product Varieties and Company Image
 To find out effective medium of Publicity.
 To study the different promotional activities of the product.
 To analysis effectiveness of the Promotional Activities of Manpasand Beverage’s
Product in Vadodara.

CHAPTER – 6
 RESEARCH DESIGN OF THE PROPOSED
RESEARCH STUDY

A research design is a framework or blueprint for conducting the marketing research project.
It specifies the detail of procedures necessary for obtaining the information needed to
structure and solve marketing research problem.

On the basis of fundamental objectives of the research we can classify research design into

1) EXPLORATORY
2) CONCLUSIVE RESEARCH

1) EXPLORATORY

Exploratory Research is one type of research design, which has its primary objective the
provision of insights into, and comprehension of, the problem situation confronting the
researcher.

2) CONCLUSIVE RESEARCH

Conclusive Research is designed to assist the decision maker in determining, evaluating and
selecting the best course of action to take in a given situation.

Conclusive Research can be further divided into two types:

 Descriptive
 Experimental

The research Design used in project is a Descriptive Design.

Descriptive Study as the name implies is designed to described something-for example the
characteristics of user of a given product, the degree to which the product use the varies with
income, age etc

CHAPTER – 7
 RESEARCH METHODOLOGY OF THE PROPOSED
RESEARCH STUDY

7.1 RESEARCH METHODOLOGY:

Every project work is based on certain methodology. Which is a way to systematically solve
the problem or attain its objectives.

7.2 DATA COLLECTION

As it is already to be known that there are two types of Data Collection methods which are as
following :- Primary Research and Secondary Research

7.2.1 Primary Research:

Primary Research involves the collection of data that does not already exist. This can be
through numerous forms, including Questionnaire amongst others. The following type of
question asked in the questionnaire

1. Rank Questions
2. Multiple choice questions

7.2.2 Secondary Research:

Secondary Research involves the summary, collation and synthesis of existing research rather
than primary research, where data is collected from, for example, Research Subjects or
Experiments.

 In doing this research the both methods are being used.

 The Questionnaire are being prepared and filled through the selected sample size from
the selected fields.
 The Secondary data is being collected from different magazines and newspapers, for
the Literature of Review certain online journals has also been collected.
7.3 RESEARCH INSTRUMENT

The research will put to use structured non-disguised questionnaire as a research instrument.
Open ended questions, close questions and multiple choice questions.

7.4 SAMPLING DECISIONS

7.4.1 Representative Sample:

The Primary data from the customer who would prefer the compny’s fruit juice in Vadodara
shall be collected and he/she shall be regarded as are presentative sample unit in this research
study.

7.4.2 Sampling Frame:

The representative sampling in appropriate and justified size would be conveniently drawn
from different customer across various ge-roup, occupation, education, gender and income
from the selected respondent.

7.4.3 Sample Size:

The appropriate number from the customers surveyed from the study is selected. Minimum
100 representative samples are considered.

7.4.4 Sampling Design and Methods:

Non-probability sampling design based on convenient sampling method is used for the
research study.

7.4.5 Sampling Media:

Sampling Media is in the form of Filling up of Questionnaire.

 CHAPTER – 8

SIGNIFICANCE OF THE PROPOSED

RESEARCH STUDY

The significance of the proposed research study is to know the different promotional
strategies adopted by the company.

This will help in understanding various Promotional Activities held by different area of
Vadodara.

CHPTER – 9

DATA ANALYSIS AND DATA INTERPRETATION OF

PROPOSED RESEARCH STUDY

Preference of Packed fruit juice

Analysis of Data:

Table 1. No of respondents who prefer to drink Fruit juice.

No of respondents Percentage

Those person who like 62 62%

packed juice
Those person who don’t like 38 38%
packed juice

Interpretation:
Majority of respondent (62%) are prefer fruit juice.

70

60

50

40

30

20

10

0
Peopl e who l i ke Pa cked Jui ce Peopl e who don't l i ke Pa cked Jui ce

Analysis of Data:

Table 2. No of Respondents who prefer Products of Manpasand Beverages pvt ltd.

No of respondent Percentage
No of guys who prefer juice 25/62(100) 40%
of manpasand pvt ltd.

No of guys who prefers 37/62(100) 60%

juices of brans like real,
Tropicana etc

Interpretation: Majority respondent (25%) prefer to purchase Manpsand beverages fruit juice.

40

60

No of Guys who prefer mango s ip& fruits up

No of Guys who prefer other jui ce l i ke Rea l , Tropi cana

Analysis of data:

Table 3. No. of Respondent who consume company’s fruit juice in a week.

Sr. No. Opinion No. of Respondent Percentage
1 1-2 times 56%
14/25 (100)
2 2-5 times 9/25 (100) 36%
3 More than 5 times 2/25 (100) 8%
Total 25 100%
Interpretation:
Majority of the respondent (56%) are consuming fruit juice 1-2 times, 36% of respondent are
consuming 2-5 times and least 8% are consuming more than five times.
 Chart 3

Frequency of consumption of fruit juice in a week

60

50

40

30

20

10

0
1-2 times 2-5 times More than 5 times

Analysis of Data:
Table 4. Rank of Characteristics of Manpasnd Beverages fruit juice, which induces to
buy fruit juice.

options Mean Rank

Taste 1.2
Price 2.6
Brand 2.2
Quantity 3.4

Interpretation:
It is identified that from the above information taste is most preferred by respondents while
buying soft drink and quantity is least preferred while buying soft drink.
 Rank of characteristics of fruit juice

3.5

2.5

1.5

0.5

0
Ta ste Pri ce Bra nd Quantity

Analysis of Data:

Table 5. View of no. of respondents about canned juice as compared to fresh juice.
Options No. of respondents Percentage
Equivalent to fresh juice 19 19%
Have a artificial added 36 36%
flavor
Healthy with preservative 43 43%
Any other 2 2%
Total 100 100%

Interpretation:
From the above information, it is concluded that 43% people think that canned juices are
healthy. 36% think that canned juices have artificial flavor. 19% think that canned juices are
equivalent fresh as compared to fresh fruit juices. And 2% people have given other reasons.
 Chart 5
View of no. of respondents about canned juices compared to fresh juices

Any other

Heal thy wi th pres ervative

Have a artifici al added flavor

Equi val ent to fres h jui ce

0 5 10 15 20 25 30 35 40 45 50

Data Analysis:
Table 6. View of no. of respondent fruit juice of Manpasand Beverages Pvt. Ltd.
Options No. of Respondent Percentage

As a healthy drink 18/25 (100) 72%

As a status symbol 3/25 (100) 12%
As a aid to putt off thirst 4/25 (100) 16%
Total 25 100%

Interpretation:
It is clear that 72% respondents treat company’s fruit juice as a healthy drink, 16% treat Fruit
juice as aid to put off thirst and 12% treat Fruit juice as a status symbol.

Chart 6
 Respondent's View About Company's Fruit Juices

As heal thy dri nk As a status symbol As a a i d to putt off thi rst

Data analysis:
Table no.7 Different Flavor of Fruit Juice of Manpasand Beverages Pvt. Ltd. Which are liked
by respondents.

Options No. of Respondents Percentage

Mango 13/25 (100) 52%
Apple 7/25 (100) 28%
Litchi 2/25 (100) 8%
Guava 3/25 (100) 12%
Total 25 100%

Interpretation:
It is clear that 52% respondents prefer Mango fruit juice, 28% prefer Apple Fruit Juice, 12%
prefer Guava Fruit Juice and 8% prefer Litchi Fruit Juice of Manpasand Beverages Pvt. Ltd.

Chart 7
 Flavours of Fruit Juice which are liked by respondents

60

50

40

30

20

10

0
Ma ngo Appl e Li tchi Guava

Analysis of Data
Table 8. No. of respondent who know Manpasand Beverages Pvt. Ltd. Fruit Juice through
Particular Advertisement:
Options No. of Respondents Percentage
T.V 51 51%
Hoardings 26 26%
News Paper 19 19%
Any other 4 4%
Total 100 100%

Interpretation:
From the above information, It is concluded that 51% of respondents are known about the
The company’s fruit juice through T.V., 26% through the Hoardings, 19% through the
Newspapers and 4% of respondent know about the fruit juice through any other options may
be like Magazines, Radio etc

Chart 8
No. of Respondents who about the Compny's fruit juice through particular Advertisement

T.V Hoardings Newspaper Others

Analysis of Data:
Table 9. Affect of advertisements on buying behavior of respondents

Options No. of Respondents Percentage

Highly-agree 35 35%
Agree 41 41%
Neutral 20 20%
Disagree 3 3%
Highly-disagree 1 1%
100 100%
Interpretation:
It is conclude that 41% respondents are agree with advertisements affect the buying
behaviour, 35% respondents Highly agree, 20% respondents are think neutral, 3% respondent
disagree and least 1% respondent highly-disagree about that.

Chart 9
 Affect of Advertisement on no. of respondent

45

40

35

30

25

20

15

10

0
Hi ghl y-a gree Agree Neutral Di sa gree Hi ghl y-di s agree

Analysis of Data:
Table 10. No. of respondents who affected by the particular Promotional activities
Option No. of respondents Percentage
Free bottle 14/25 (100) 56%
Prize 3/25 (100) 12%
Discount crates 8/25 (100) 32%
Total 25 100%

Interpretation:
It is identified that due to free bottle of promotional activity, onsumption of product increase
56%, 32% due to Discount craates and least 12% due to prize
Chart 10
 60

50

40

30

20

10

0
Free bottl e

Prize

Di scount crates

Analysis of Data:
Table 11. No. of respondents who had faced problems from the company’s fruit juice
Option No. of respondents Percentage
Yes 37 60
No 25 40
Total 62 100

Interpretation:

With the help of information provided in the graph it is clear that 60%respondents faced
problems from Company’s fruit juice and 40% respondents had not faced problems from fruit
juice.

Chart 11
No. of respondents who haad faced the problemfrom Company's Fruit Juice

yes no

Analysis of Data:
Table 12. Proportion of Male And Female to prefer Fruit Juice:

Gender total Who prefer percentag Who don’t Percentage

e
Fruits up & prefer it
mango sip
Male 40 17 43% 23 57%
Female 22 8 37% 14 63%
Total 62 25 37
 100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Mal e Fema l e
who prefer to dri nk i t 0

Data Analysis:
Table no 13. Proportion of Age wise respondent who prefer to drink the Manpasand
Beverage’s Fruit Juice:

Age Who prefer to drink percentage

18-24 Year 9 36%

25-30 Year 8 32%
31-35 Year 5 20%
More than 35 Year 3 12%
Total 25 100%

Interpretation:
From the above information, it is clear that majority Youth (18-24 Year) (36%) are consume
the fruit juice of company, 32% consumed by 25-30 years, 20% consumed by 31-35 years
and 12% of More than 35 year of respondents consumed the fruit juice of the company.
 More than 35 years

31-35 years

25-30 years

18-24 years

0 5 10 15 20 25 30 35 40

Analysis of Data:
Table No 14. Proportion of occupation wise respondent who prefer the Manpsand
Beverage’s Fruit Juice;
Occupation No. of Respondent Percentage

Salaried 9 36%
Businessman 3 12%
Professionals 6 24%
Students 7 28%
Total 25 100%
 Chart 14

Occupation wise proportion of no. of respondents prefer to drink Company's Fruit Juice

Salaried Businessman professional students

Data of Analysis:
Table No.15 Income wise proportion of respondent who prefer Manpasand Beverage’s
Fruit Juice:
Income No. of Respondent Percentage

Upto 20000 2 11.11%

20001 to 30000 3 16.67%
30001 to 40000 6 33.33%
More than 40000 7 38.89%

Total 18 100%
 Chart 15

40

35

30

25

20

15

10

0
Upto 20000 20001-30000 30001-40000 More tha an 40000
 CHAPTER – 10

CONCLUSION, FINDINGS AND RECOMMENDATION

CONCLUSION

After carrying out the research on consumers’ perception on Manpasand Beverage’s fruit
juices, we concluded that there are various factors that influence consumers buying behavior
for fresh juices. Taking into consideration all the previous studies made on the same topic we
conclude that age, income, gender, education, profession price, packaging and advertisement
are the factors that affect consumer perception. Through literature review and data collected
we understood that the preference for Company’s fruit juices is the same among genders.
Youth People 18-24 years of age consume fruit juices as compared to others. People above 35
years of age prefer consuming other juices may be fresh fruit juice. The consumption of fresh
fruit juices by various respondents is not dependent on their income. Majority of health
conscious people prefer consuming fruit juices.

Therefore markets can use this study to target their prospective consumers. Through this
project we conclude that Manpasand Beverage Pvt. Ltd. fruit juice is consumed by youth and
middle aged population and people who are health conscious. The companies dealing in
juices can develop their marketing strategies with the help of the study conducted.

FINDINGS

 62% People of Vadodara prefer to drink Fruit Juices.

 According to survey, 25% people of Vadodara prefer to drink Manpasand Beverages
Pvt. Ltd. Mango Sip and Fruits up.
 It is clear that 52% People like Mango Fruit Juice.
 Most of the Vadodara people prefer as a healthy drink.
 According to survey, 43% people of Vadodara consider Fruit juice as a healthy with
preservatives drink.
  Most of the people consume Fruit juice on 1-2 times.
 51% of People are affected by a T.V. advertisement.
 41% people of Vadodara agree with advertisement affect the consumer buying
behavior.

RECOMMENDATIONS AND SUGGESTIONS

1. It is clear from the survey that Fruit juice of Manpasand Beverages Pvt. Ltd. are
preferred by the people of Vadodara, so production of preferred Fruit juices should be
increased.

2. The huge impact of advertisement on buying behavior of people os Vadodara. So the

effectiveness of advertisement should be increased.

3. There are some people who had faced problem from fruit juice of the company. So the
company should increase their quality of product.

4. Most of people of Vadodara consume the company’s fruit juice as a healthy drink so
these drinks should be available in every shop.

LIMITATIONS

Due to time constraint only a reasonable sample size taken and analyzed. Still a larger sample
size could increase the accuracy in the result.

The area of study is limited to Vadodara only. Hense the result may not be true for other
geographical areas.

Quality of information highly dependent on the knowledge of the respondent.

ANNEXURE:

1. Do you prefer to drink Fruit Juice ?

(a) Yes (b) No
2. Do you prefer to drink Fruit Juice of Manpasand Beverages Pvt. Ltd?
(a) Yes (b) No

3. What is frequency of consumption your preferred fruit juice in a week ?

(a) 1-2 times
(b) 2-5 times
(c) More than 5 times
4. Rank the following Characteristics of Manpasand Beverages Fruit juice, which
induces you to buy fruit juice. (Give a rank of 1 for most preferred & give rank of 5
for least preferred)
(a) Price
(b) 1Quantity
(c) Taste
(d) Brand

5. How do you view canned juice as compared to Fresh juice? (please tick any obne
option)
(a) Equivalent to fresh juice
(b) Have artificial added flavour
(c) Healthy with preservatives
(d) Any other

6. How do you view Fruit Juice

(a) As a healthy drink
(b) As a status symbol
(c) As a aid to put off thirst.

If any other please specify

7. Which Flavour do you like most in fruit juice?

(a) Mango
(b) Apple
(c) Litchi
(d) Guava

8. Which source of advertisement do you know about the company’s product?

(a) T.V advertisement
(b) Hoardings
 (c) News Paper
(d) Others

9. What is your view on the mass-media advertisement of Manpasand Beverages fruit

juice affect your purchase?
(a) Highly –agree
(b) Agree
(c) Neutral
(d) Dis-agree
(e) Highly dis-agree

10. What kind of promotional activities affect your purchase mostly?

(a) Free bottle scheme (b) Prize
(b) Discount crates

11. Did you face any problem from fruit juice of the company?
(a) Yes
(b) No

If any, Please specify

12. Personal Information:

Name:

Gender:
a. Male b. Female

Age:

a. 18-24 years
b. 25-30 years
c. 31-35 years
d. More than 35 years

Occupation:

a. Salaried
b. Professional
c. Businessman
d. Student
 Income:

a. Upto 20000
b. 20001 to 30000
c. 30001 to 40000
d. More than 40000

BIBILOGRAPHY

BIBILOGRAPHY:

Books:

 “Marketing Management” by Philip Kotler, Kelvin Lane Keller, Abraham

Koshy,

MithileshwarJha (13th Edition)

 C.R.Kothari 2nd revised edition (New age international publishers

Web sites:
 http://www.rncos.com/report/im205.htm

 http://en.wikipedia.org/wiki/rural_markets
 http://www.google.co.in/#hl=en&source=hp&biw=1280&bih=586&q=indian+b
everage+industry&aq=f&aqi=g1&aql=&oq=&gs_rfai=&fp=dbefe777997d3915

 http://www.google.co.in/#hl=en&biw=1280&bih=586&q=major+players+of+so
ft+drinks&aq=f&aqi=&aql=&oq=&gs_rfai=&fp=dbefe777997d3915

 http://arrowpoint.blog.co.uk/2007/12/01/fruit_juice_industry_in_india~3379228
/

 www.google.co.in