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Consumer Preference in Beverage Market Research Methodology

This document outlines the research methodology used to study consumer preferences for beverage consumption in India. It describes the exploratory research design which included secondary research, experience surveys, and questionnaires. 88 consumers were surveyed across age groups. Data analysis found fruit juices were preferred over carbonated drinks for health reasons. Packaging preferences included tetra packs. Higher pricing was found to influence purchase of aerated drinks more than health consciousness.

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Binay Tiwari
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479 views30 pages

Consumer Preference in Beverage Market Research Methodology

This document outlines the research methodology used to study consumer preferences for beverage consumption in India. It describes the exploratory research design which included secondary research, experience surveys, and questionnaires. 88 consumers were surveyed across age groups. Data analysis found fruit juices were preferred over carbonated drinks for health reasons. Packaging preferences included tetra packs. Higher pricing was found to influence purchase of aerated drinks more than health consciousness.

Uploaded by

Binay Tiwari
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Consumer Preference in Beverage

Market

RESEARCH METHODOLOGY

 
Flow of Presentation
• Introduction
• Research Purpose and Process
• Research Objective
• Research Design
• Data Analysis and Findings
• Limitations
• Conclusion
Introduction
• Beverage market in India is worth $2074.67
million
• Major portion of the market dominated by the
carbonated soft drinks but major shift towards
the Juice segment
• There was a growth of 31.52% in the Juice
segment from 2009 to 2010
• New brands have flooded the market
• Need to identify and evaluate the reasons for
the shift in the consumer purchasing pattern
Research Process
• Objective
• Research Design
• Concept, Proposition, Variables, Hypothesis
• Gathering of data
• Analysis of data
• Test, revising of hypothesis
• Conclusion, iteration if necessary
Research Objective
• To study the preferences of the people for soft drink beverages,
fruit juices, tea, coffee

• To find whether the consumers are aware regarding the adverse


effect of soft drinks concerning their health

• To find out the factor(s) that influences the consumer’s


consumption of soft drinks

• To test the know-how of the consumers regarding the various


existing flavors of soft drinks and fruit juices

•To determine the preference of the consumer in the beverage


consumption market
Research Design
Purpose of the Study

•The main aim of this research study is to analyze the preference


of people (of different age groups) on consumption patterns of
beverages and consumer awareness regarding the health
consciousness of consuming each of the beverages.

Concept

 1. Stimulus/Option
2. Consumers’ beverage preference
Research Design
Proposition
Perception about the beverage will result in change in
consumption of aerated soft drink beverages, Tea, Coffee, Fruit
Juices and health drinks.

Variables
•Number of consumers
•Age group
•Beverage Preference
•Monthly consumption
•Pricing

Hypotheses
Beverage preference of people change based on health
consciousness, price and packaging
Research Design
A research design is a framework or blueprint for conducting the
marketing research project. It specifies the details of the
procedures necessary for obtaining the information needed to
structure and/or solve marketing research problem.
On the basis of fundamental objectives of the research we have
used:

EXPLORATORY RESEARCH

 
EXPLORATORY RESEARCH

Secondary Research
External secondary data has been
generated to obtain volume of
sales regarding beverage
markets, fruit drinks, each of
the brands and the positioning
of each of the brands. 

Experience Survey
Through questionnaire
Conclusion of Exploratory
research
Tetra packing for the product

Selected Fruit Juices over carbonated drinks

Included Milk based Beverages for further


research
Sampling Technique
This research has used convenience sampling technique. 

Convenience sampling technique: Convenience sampling is used


in exploratory research where the researcher is interested in
getting an inexpensive approximation of the truth. As the name
implies, the sample is selected because they are convenient.

SAMPLE SIZE:
For the study, a sample size of 88 has been taken  

STATISTICAL TOOLS USED


Questionnaire
Pie Charts
Bar Diagrams
 
Data Source
SOURCES OF DATA COLLECTION:
Research will be based on two sources:
 
1)PRIMARY DATA:

Questionnaire: Primary data was collected by preparing


questionnaire and the people were requested to fill them
 

2) SECONDARY DATA:
Secondary data consists of articles, internet and websites
Data Analysis

According to the Data Analysis of people belonging to the


different age groups, gender, their beverage preferences,
and consumption habits has been carried out
Age Group (in Years)

08-15 0

16-21 70

22-30 16

31-50 2

51+ 0
Beverage Preference
Fruit juices 26
Aerated Soft
14
drinks
Tea/Coffee 20
Fruit &
4
Aerated
Fruit &
12
Tea/Coffee
Aerated &
4
Tea/Coffee
All three 6
Weekly Consumption

<5 32

5 to 10 18

10 to 15 18

15+ 20
Weekly Expense on Beverages
<50 8

50-100 20

100-200 30

200-300 6

300+ 24
Factors affecting purchase of Fruit
Juices
Package size preference for a single one-
time consumption for one individual
Aerated drinks causing Health
Problems
Beverages Packaging Preferences
Calculation
H0: Proportion of juice opting people for health conscious
reason is same as carbonated drink
H1: No, the proportion if different 

  chi square test      


         
Carbonated
  juices drinks    
health consciousness 45 3 48  
refreshing 15 25 40  
  60 28 88  
         
  Fo Fe ((Fo-Fe)^2)/Fe  
  45 24.54545 17.04545455  
  3 1.636364 1.136363636  
  15 6.818182 9.818181818  
  25 11.36364 16.36363636  
    X2 44.36363636  
         
Juices  
Health Consciousness 45
Refreshing 15
Total  60
   
Aerated Drinks  
Health Consciousness 3
Refreshing 25
Total  28
at 0.01 level of significance we have accepted H1 as value of chi square is
very high
NORMAL DISTRIBUTION TEST OF TWO SAMPLE TEST
                 
Health (hi- Price (pi-
wt hbar)^2 weight pbar)^2*
 hi “W” Price   weight h *W   ‘P’ P

1 1 3   1 6.306947   3 34.17188

2 10 4   20 22.8422   8 22.5625

3 31 12   93 8.106276   36 22.6875

4 35 7   140 8.356792   28 0.984375

5 11 62   55 24.37642   310 24.21875

  88 88   309 69.98864   385 104.625

      h bar 3.511364 0.804467 pbar 4.375 1.202586

        sig H 0.896921   sig P 1.096625


                 
sig of
      population 0.022807        

               
level of significance = (Calc Value)
    0.1900 0.1868          

      z= 1.322357        
H0:mean of pricing is same as that of health consciousness

H1:mean of pricing is greater than health consciousness


 
Based on the level of significance of 19% he have accepted
H1 as the value of Z is more than critical value of Z at 19% 
 
 
Suggestions

•Frequent consumption of aerated soft drinks will cause health


problems.

•From the survey almost half of the respondents suggested that


they prefer use of tetra-packs as packaging

•Advertisement acts as a very important role. So if heavy


advertisements are carried out it will definitely increase
purchase
Limitations of the Study
•The study was confined to city of Mumbai only

•Chances of some biasness could not be eliminated

•Time was the major constrain. Only limited sample size (88) was
possible for such a vast research in such a period of time

•Interaction with the respondents was also limited due to their


busy work

•Due to the changing life style and preferences, it was not


necessary that they will consume same soft drink every time

•There was a chance that respondent will make assumptions


while filling the questionnaire
Conclusion
•An important finding that emerged out of the survey was that
16% of people like to have soft drinks while 84% prefer juices
and other beverages

•A majority of the respondents consume fruit juices to put off


thirst or for refreshment

•About half of the respondent felt taking too much of aerated


soft drink would cause health problems

•Most of the respondents like non carbonated Maaza since they


like Mango flavor

•Price is more important consideration than health consiousness


BIBLIOGRAPHY
•http://en.wikipedia.org/wiki/Beverage
•www.foodindustryindia.com
•http://fnbnews.com/article/detarchive.asp?articleid=25105&sectionid=3
•http://fnbnews.com/article/detarchive.asp?articleid=24983&sectionid=3
•http://fnbnews.com/article/detarchive.asp?articleid=24965&sectionid=3
•http://fnbnews.com/article/detarchive.asp?articleid=24849&sectionid=3
•http://fnbnews.com/article/detarchive.asp?articleid=25039&sectionid=3
•http://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy,
%20another
•%20energy%20drink%20for%20the%20Indian%20market&id=598
•http://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About
%20Us#Food&b
•www.google.com
•Zickmund, William G., “Business Research Methods”, Cengage Learning

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