1. MARKET RESEARCH ON HEALTH DRINKS IN INDIA
PRESENTED BY,
GROUP NO-01
ANIMESH AMAL (01)
MADHURA JAGTAP (10)
SHAFAATALI (18)
BHAVIKA SACHDEV (23)
BOSCO JAMES (15)
2.
INTRODUCTION
MAJOR PLAYERS IN INDIA
RESEARCH METHODOLOGY
PIMARY INVESTIGATION
COLLECTION OF QUANTITATIVE DATA
SAMPLING PROCESS
FIELD WORK
DATA ANALYSIS PLAN
FINDINGS
CHI-SQUARE ANALYSIS
CONCLUSION
REFERENCES
CONTENTS
3.
People are turning more health conscious these days.
Because of this the non-carbonated beverage
segment has become one of the fastest growing and
most exciting businesses at the moment.
Consumers today have better tasting and more
healthy alternatives
Since the year 2007, the country has seen numerous
product launches in the field of
nutraceuticals/functional foods and beverages that
cater to distinct consumer brackets and ages.
Introduction
4.
To study the market potential of health drinks
To evaluate the consumer preference and consumer
behaviour towards health drinks
Objectives
10.
This phase involved preliminary investigation of the
various factors which could possibly affect the
consumer’s perception about the various brands and
in turn influence the purchase decisions of the
consumer. The secondary data gathered was
analysed to understand the current scenario of the
health drinks segment.
Conti…..
29.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 3.635a 4 .458
Likelihood Ratio 4.438 4 .350
Linear-by-Linear Association .147 1 .701
N of Valid Cases 164
a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is .88.
Here Sig value is >0.05
So Null hypothesis is accepted,
There is no relationship between Brand and Gender
30.
Age * Brand Crosstabulation
Brand Total
Bournvita Boost Complan Horlicks Other
Age
Less than 20
Count 6 0 2 1 0 9
Expected
Count
4.4 .1 .8 1.3 2.4 9.0
20-23
Count 45 1 5 9 20 80
Expected
Count
39.5 1.0 6.8 11.7 21.0 80.0
23-25
Count 24 1 6 11 13 55
Expected
Count
27.2 .7 4.7 8.0 14.4 55.0
More than 25
Count 6 0 1 3 10 20
Expected
Count
9.9 .2 1.7 2.9 5.2 20.0
Total
Count 81 2 14 24 43 164
Expected
Count
81.0 2.0 14.0 24.0 43.0 164.0
Brand Vs Age
31.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 15.479a 12 .216
Likelihood Ratio 16.851 12 .155
Linear-by-Linear Association 7.950 1 .005
N of Valid Cases 164
a. 11 cells (55.0%) have expected count less than 5. The minimum expected count is .11.
Here Sig value is >0.05
So Null hypothesis is accepted,
There is no relationship between Brand and Age.
33.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 15.743a 12 .203
Likelihood Ratio 18.928 12 .090
Linear-by-Linear Association .028 1 .866
N of Valid Cases 164
a. 11 cells (55.0%) have expected count less than 5. The minimum expected count is .06.
Here Sig value is >0.05
So Null hypothesis is accepted,
There is no relationship between Brand and Education.
34.
Income * Brand Crosstabulation
Brand Total
Bournvita Boost Complan Horlicks Other
Income
Less than 1lac
Count 43 1 5 10 14 73
Expected
Count
36.1 .9 6.2 10.7 19.1 73.0
1-3lac
Count 19 0 5 6 17 47
Expected
Count
23.2 .6 4.0 6.9 12.3 47.0
3-5lac
Count 10 1 1 4 6 22
Expected
Count
10.9 .3 1.9 3.2 5.8 22.0
More than 5lac
Count 9 0 3 4 6 22
Expected
Count
10.9 .3 1.9 3.2 5.8 22.0
Total
Count 81 2 14 24 43 164
Expected
Count
81.0 2.0 14.0 24.0 43.0 164.0
Brand Vs Income
35.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 10.618a 12 .562
Likelihood Ratio 10.539 12 .569
Linear-by-Linear Association 2.514 1 .113
N of Valid Cases 164
a. 9 cells (45.0%) have expected count less than 5. The minimum expected count is .27.
Here Sig value is >0.05
So Null hypothesis is accepted,
There is no relationship between Brand and Income.
36.
Using health drinks is a popular practice among people for a
variety of reasons.
consumer consume one health drink with a frequency of once
in a day, twice in a day or more than twice in a day.
Future research should identify if people of age group 20-25
will continue to consume health drinks.
Their perception about health drinks regarding taste, nutrition.
Now a days the awareness about Biotech product are not very
well.
There are 9% market of biotech products share , it means it has
good potential to increase its market share for biotech product
such as Yakult.
Conclusion
