2. Introduction to the Industry
Beverage is any potable liquid with or without alcohol that may
satisfy thirst or hunger, or may even provides pleasure to the drinker.
The group of product categories that includes Tea, Coffee,
Cocoa, Still and Carbonated Beverages, Alcoholic Products,
Vegetable Drinks, Alcoholic Industry, Alcoholic Mixers, Isotonic
Beverages, Bottled Waters, Milk Based Beverages, and Belly
wash.
Growing at a CAGR of about 35 percent annually.
Non-carbonated markets are growing at a double-digit growth rate.
http://timesofindia.indiatimes.com
3. Contd.
Branded fruit beverage market in India is estimated to be
worth Rs. 1,100 crore. (nectars, drinks and juices combined)
The juice and juice drink category is among the fastest
growing segments.
Fruit drinks as a category is growing at 15 per cent,
carbonated soft drinks are growing at 6-8 per cent.
It’s the fastest growing liquid beverage category.
More than 90 % of sales happen through the unorganized
route - juice centers, street corner shops and so on.
4. Company overview
Chairman & M.D. : Mr. Piruz Khambatta
Establishment Year : 1984
Nature of Business : Manufacturer &
Exporters
Rasna is a soft drink concentrate brand owned
by Pioma Industries which is based in Ahmadabad, India.
Rasna claims 92.7% market share in non carbonated soft
drinks concentrate powder.
www.rasnainternational.com
5. Rasna Ju-C
Rasna Ju-C launched in 2012.
Rasna Ju-C is a nutritionally health beverage product
with a 100% of vitamin C.
Rasna Ju-C is contained a 20% fruit pulp.
Rasna Ju-C available in PET bottle in different quantity
such as 200 ml, 250 ml, 300 ml, 500 ml, and 1 liters.
Rasna Ju-C available in orange, mango, guava, apple,
pineapple, mix fruit and lemon flavors.
6. Project Objective
To study the consumer behavior and satisfaction level
toward the Rasna Ju-C and other brand.
To comparison between Rasna Ju-C and different
brands.
To study the brand awareness towards the Rasna Ju-C
and other brands.
7. Theoretical Framework and
Background
What is consumer behavior- Buying behavior is the
decision process and acts of people involved in buying
and used product.
Factor influenced a consumer buying behavior
1- Cultural
2- Social
3- Personal
4- Psychological.
www.market&research.com
8. Contd.
Competitor analysis in marketing and strategic
management is an assessment of the strengths and
weaknesses of current and potential competitors. This
analysis provides both an offensive and defensive strategic
context to identify opportunities and threats.
9. Research Methodology
Research Methodology- Research Methodology is a way to
systematically solve the research problem. It may be
understood as a science of studying how the research is
done scientifically.
Research Design- Descriptive
Data Collection
Primary - The primary data is collected by a structured
questionnaire.
Secondary- Internet, E-Journals etc.
Size of Sample- 100
10. Data Analysis, Results and
Interpretation
Gender
Male
62%
Female
38%
Interpretation- In this study 62% male and 38% female
respondent are part of my target population and they help
me to fulfill my questionnaire from different area of Bhopal
city.
11. Age
Below 16 years
6%
16-25 years
24%
above 40 years
17%
25-40 years
53%
Interpretation- In this study 6% of respondent are of
below 16 years, 24% respondent are between 16-25,
53% respondent 25-40 and 17% respondent are above
40.
12. Monthly consumption (Average)
0-3 Liters
50%
10 and above Liters
7%
7-9 Liters
14%
4-6 Liters
29%
Interpretation- In this study 50 % of the person are consumed a
0-3 liters fruit juice in per month, 29% consumed a 4-6 liters,
14% consumed a 7-9 liters and 7% users are consumed a 10 and
an above of fruit juice in monthly.
13. Pack size of the juice generally
preferred by a consumer
Individual
57%
Family Pack
43%
Interpretation- In this study 57% of person prefers a
Individual pack or small pack and 43% person are prefer a
Family pack.
14. Favorite flavor preferred by a
consumer
Orange
31%
Apple
3%
Pineapple
3%
Mango
58%
Guava
2%
Mix Fruit
3%
Interpretation- In this study 58% person like a Mango flavor,
31% like a Orange flavor and rest of the like a some other
flavor.
15. The juice which consumers prefer
Loose
38%
Packed
62%
Interpretation – 38% prefer a loose juice and 62% like a
packed juice.
16. Factor affect a consumer buying
behavior
Price
19%
Taste
31%
Brand
46%
Others
4%
Factor
Interpretation- 46% preferred a brand, 31% preferred a
taste, 19% preferred a price and 4% preferred a others.
17. Competitors Analysis
45
40
35
30
25
20
15
10
5
0
25
42
25
2
6
Real Tropicana Fresco Rasna Ju-C Any other
Interpretation- 42% person are like a Tropicana, 25% Like
Real, 25% Fresco and 8% like a some other product.
18. Liking of flavors of Rasna Ju-C
Like
85%
Dislike
15%
Interpretation- 85% of the person are like a Rasna Ju-C
flavors.
19. Conclusions
After conducting the survey and analysis the data
collected, it can be concluded that:-
Most of the person preferred a mango and orange
flavor.
42% person are liked Tropicana in Bhopal city.
According to the study today time person are preferred
a brand and quality of the product.
20. Limitations of the project
Many of the respondents were busy in their work so
they have not given proper time to answer the
question. So sample size remained small.
Best efforts were made to consider all important
variables of the study. Chance of some of the variable
not appearing in the study are also their.
Shortage of time is also reason for
incomprehensiveness.
21. Recommendations
Company will be not sold a expiry product its creates a
negative image of the company.
Company should be a need to supply a product in
timely.
22. Referencing
www.euromonitorinternational.com as on
09/07/2014
www.indiainfoline.com as on 10/07/2014
www.rasnainternational.com as on 10/07/2014
www.datamonitor.com as on 10/07/2014
www.iift.edu.in as on 10/07/2014
