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Tropicana Group7

Group 7 conducted research on consumer behavior regarding the purchase of Tropicana orange juice. They interviewed 10 individuals and found that most purchases were made with little involvement or search effort due to the product satisfying the basic need of hydration with perceived health benefits. While taste was important, convenience and habit also factored in. One individual conducted extensive research due to being health-conscious, but most relied on past experience and awareness of Tropicana as a healthy option when making purchases.

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Manish Goyal
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466 views6 pages

Tropicana Group7

Group 7 conducted research on consumer behavior regarding the purchase of Tropicana orange juice. They interviewed 10 individuals and found that most purchases were made with little involvement or search effort due to the product satisfying the basic need of hydration with perceived health benefits. While taste was important, convenience and habit also factored in. One individual conducted extensive research due to being health-conscious, but most relied on past experience and awareness of Tropicana as a healthy option when making purchases.

Uploaded by

Manish Goyal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Group Project

Consumer Behavior Study

Submitted By:
Group 7
Akshit Bhuwalka (H15065)
Gaurav Sharma (H15082)
Manish Goyal (H15091)
Richa Agarwal (H15105)
Vikash Goyal (H15120)

Consumer Behavior Analysis


Need Recognition
The first step in the process is called need recognitiona need that a consumer has and
wishes to satisfy. For example, thirst is something that a consumer might want to satisfy and
thus, realizes that he needs to purchase a beverage to do so. Need recognition can be
divided into two parts, functional and psychological. A functional need is related to the
capacity of a product while a psychological need deals with the consumers gratification in
relation to a product. However, more often than not, orange juice wouldnt be considered a
psychological need as it isnt considered a luxury product and doesnt satisfy those needs.

Characterization of decision making


After a need is recognized, often a thirst for orange juice; the next step pertains to the search
for information. This is the stage where consumers gather information as to how they can
satisfy their need. Once again, there are two types, internal and external. An internal search
occurs when a consumer examines what they know about a certain productthis can be
gathered over years from past experiences. On the other hand, external research involves
searching for information outside oneself, which can be done by reading articles, talking with
other individuals, etc.
If a consumer is thirsty, they might remember their past experiences with Tropicana orange
juice and base their decision by that information. On the flipside, if theyve never tasted
Tropicana, they might go online and conduct external researchlooking at consumer
reviews of the product and reading information about orange juice in general or if the product
is recommended by some known person.
The third step in the consumer decision process consists of the evaluation of alternatives.
Instead of buying Tropicana per se, a consumer might recognize Real juice as an alternative
for they offer the same product but differ slightly. However, if a consumer was unsure of the
product to purchase, simply concerned with satisfying their thirst, they might all consider all
the drinks they know about and begin to narrow down the choices.
The fourth step consists of the actual purchase and consumption of the product. Retailers
want to make sure that they are able to turn the intentions of the customer into an actual
purchase by using a method called the conversion rate. In this step the purchase of a carton
of orange juice would be made.

Customer satisfaction
Post-purchase consists of customer satisfaction, post-purchase dissonance, and customer
loyalty. Customer satisfaction refers to the fulfillment or gratification that buyer has after
purchaseit can be either negative or positive and firms make efforts to let consumers know
that they care.

Consumer Behavior Research


After interviewing ten individuals, we found that consumers did not have too much
involvement in their purchase but realized that a need must be met for the most part.
Devraj, a freshman who purchased Tropicana often but did not consider himself to be a loyal
customers said, Everyone associates the drink with breakfastand so do I. I usually buy it
because I have a need, and that is to hydrate myself in a healthy way. Orange juice contains
vitamin C and is a much better alternative to sugary sodas and lemonade. He then went on
to describe how he wasnt involved with his purchase a great extent but rather, used
information and shortcuts (decision heuristics) to choose his purchase.

Many others that were interviewed, such as Ravleen, a club level distance runner, had
similar views. Being an athlete, she stated that her health was very important and when she
wants to quench his thirst, shes concerned with finding a healthy solution. While she knew
that Tropicana orange juice was considered to be healthier than many alternatives, she said,
I dont put much effort into my search. Im aware that its a healthy product and so Im not
too concerned with spending much time deciding whether or not I should buy it.
After additional interviews with Anup and Ankit, it appeared that most individuals were
motivated to purchase Tropicana because of the health benefits they received. Although no
one seemed to put in much time or effort into the purchasing process, there was one
exceptionnutrition major, Sneha. Having a passion for nutrition and fitness, Sneha said
that she was always concerned with her health and decided to turn vegan a few years back.
In doing so, she experienced a drastic change in her health, physique, and energy levels.
When I asked her what it would take before she would actually purchase a carton of
Tropicana, she replied by saying Im still very skeptical of the whole thing. Im not sure if it is
100% natural but if I were to actually buy the drink, I would spend a lot of time researching
the potential risks and benefits online. I typically do this with every food item before I make a
purchase since I am very health conscious. After this research had concluded, it became
evident that the health benefits associated with Tropicana orange juice was a primary factor
that drew customers in. They were motivated to quench their thirst with this drink because it
satisfied their need and also provided the additional healthy aspect.

For how long is the brand used


0%
40%

less than 1 year


50%
10%

more than one year


more than 3 years
never used

Purchased any other brand in last


few months
30%
Yes
70%

No

Awareness of varieties of
Tropicana
20%
Yes
No

80%

From which source you know


about Tropicana
0%
10%

0%
Advertisment

10%

Relatives
Peer Groups
80%

Retailers
Any other

Does Tropicana completely


satisfy your requirement
10%
Yes
No

90%

According to you what are the


factors that make purchasing of
Tropicana
0%
20%

40%

Taste
Quality

40%

Variety
Any Other

Summary of Research
The consumers themselves were the primary decision-maker when it came to purchasing
juice. Role of others, like their flatmates, friends and relatives were restricted to providing
suggestions when trying out new flavors. Availability of different flavors with the vendors
influenced the consumer greatly. Some of them, who were loyal Tropicana customers had
already tried all the flavors that were available and had a favourite one.
The subjects consumed fruit juice primarily for the taste. They preferred freshly squeezed
juice but the lack of time and the non-availability of certain flavors made them consume
packaged juice. Therefore, convenience was also a factor. Other attributes which they
claimed were of importance were calorific value and shelf-life. Their decisions were also
influenced by the weather. In hot summers cold packaged juice was preferred over fresh
juice. They also acted as a substitute to tea and coffee. Availability of packaged juice in
smaller quantities also helped in decision making. Consumers were happy to consume 200
ml at a time.
Ease of carrying the product made them buy more than one pack at a given time.

They characterized their decision as a fairly casual one. Most of them never actively sought
out information and all information-search were limited to browsing through the labels on the
packaging. Others consumed Tropicana because of the unavailability of other options.
The need for a tasty fruit juice was their main motivation for the purchase. They claimed that
they could distinguish between the tastes of different brands and settled on Tropicana as
their favorite after sampling other competitors like Real, Del Monte and Minute Maid, which
was primarily based on ease of availability. TV and print ads did not play a role as they could
not recall the brand of the ad they enjoyed the most.
The subjects had no preference for any specific retailer since the product was packed and
sealed. They were not particularly brand-loyal and stated that they would buy some other
brand if Tropicana was not available.

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