MARKET SHARE

OF
HEALTH DRINKS
SUBMITTED
TO
CALICUT UNIVERSITY
BY
JINO JOY
AS PART FULFILLMENT OF
B.Com (3RD YEAR)
MARCH, 2014
YUVAKSHETRA INSTITUTE,
MUNDUR - 678631
CONTENTS
Chapter No.
Title
Declaration
Guide Certificate
Acknowledgement

Page No.
3
4
5

Executive Summary

II

Research Design

8-31

2.2
2.3
2.4
2.5
2.6

Introduction
Statement of Problem
Objectives of the Survey
Scope of the Study
Limitation
Methodology

9-22
23
24
25
26
27-31

III

Conceptual Background

32-34

IV

Organizational Profile

35-36

Analysis, Presentation, Interpretation

37-52

VI

Major Findings, Recommendations,

Conclusion

53-57

VII

Annexure, Questionnaire, Bibliography

58-61

2.1

DECLARATION
2

6-7

I hereby declare that this Market Share Report

Titled Health drinks
Submitted towards fulfilment of BCom Degree of Calicut University, is
an original work done by me.

JINO JOY

Date

Place: PALAKKAD

CERTIFICATE

This is to certify that Project Report titled Health drinks is a bonafide

work carried out by JINO JOY of BCom-III of Yuvakshetra Institute of
Management Studies towards fulfilment of BCom degree of University of
Calicut. He has worked under our guidance and direction.

-------------------------

------------------------

Tomy Antony

Prof. Uppathu

(Principal)

(Project Guide)

Date:

Date:

Place:

Place:

Acknowledgement

First of all, I wish to express deep sense of gratitude to Prof. Uppathu

who was my project guide during my project. I thank him for his personal
involment in my project finding and helping me through the thick and
thin of various aspects of the project.
I am also thankful to Mr.Tomy Antony who is our principal for giving
opportunity to make this project a success.
Last but not the least, I would like to express my heartfelt gratitude
towards my friends who helped me lot during my project report.

JINO JOY

Date:

Chapter No.: I

EXECUTIVE SUMMARY

I. Executive Summary
My study was carried out on HEALTH DRINK consumption of
people carried out in Mundur region. This region includes
Kanjikulam, MLA Road, Velikkad.
After data collection, it was analyzed with different charts and graph,
which is very important to find observation and findings. On the basis
of this work, suggestions were made which were very helpful for
analyzing project report.
It was observed that Bournvita got major share among all health drink.
The survey was conducted to analyze the prospective customer
awareness for various health drinks in market. Questionnaire method
was used along with interview to obtain the required information.
After the survey was completed the data was first sorted then analyzed
and this analyzed data was later converted in to form of graphs. This
makes result to understand easily by everyone.

Chapter No.: II
Research Design
2.1
2.2
2.3
2.4
2.5
2.6

Introduction.
Statement of Problem.
Objectives of the Survey.
Scope of the Study.
Limitation.
Methodology.

2.1

Introduction.

Product An overview
Universally, in bringing up their children, mothers attach a lot of
emotional importance to nourishment. There is an ever-growing need for
nourishment and energy in todays fast-paced world. Who can resist a
steaming, hot drink which promises to energize, nourish and refresh? The
need for nutritional supplementation is all the more relevant for kids.
Coupled with the fact that kids love the delicious taste of these drinks,
once they have tried them, lies the basic tale of milk additives and the
growth and development of the Health Food Drink (HFD) category. No
one can be sure of when and how the category evolved but, today, in
India the HFD market is valued at approximately Rs. 13, 000 million and
nearly 50,000 tones.
Health food drinks provide nourishment for the family, particularly
growing children and serve as energy providers for adults. The market for
malted milk powders in India is huge as the product is widely used as a
nutrition and energy supplement by children and adults. The size of the
market is estimated at Rs. 10,170 million.

Available Health Food Drink in market can be considered as

follows:
Bournvita

Horlicks
Boost
Complan
Product Profile: Bournvita
History and Achievements:
Cadbury was incorporated in India on
July 19th, 1948 as a private limited
company under the name of CadburyFry

(India).

company

Soon
launched

thereafter

the

Bournvita.

Through the years, Bournvita has been

a market leader in the Health Drinks
market as well as have a dominant
share of the Chocolates market.
Cadbury Bournvita was introduced in
1948. Since then, it has always been
the leading brown MFD brand in the country and the second largest MFD
brand as a whole. Bournvita has worked towards achieving this status by
never remaining motionless. Throughout its history, Bournvita has
constantly endeavoured to re-invent its product, packaging, promotion
and distribution. Each has been aimed at improving the value proposition
to the consumer.
The brand was re-launched in 1999 with a new fortified Recommended
Dietary Allowance (RDA) balanced formula. The message sent out
through communication as well as packaging simply stated that the new
10

Bournvita would meet the nutritional needs of children and make up for
any deficiencies in nutrition as a result of improper food intake. At the
same time, the company strongly promoted the practice of consuming
two cups of Bournvita to ensure that this happened. The effort enabled the
brand to create greater relevance for the category and hence the brand
amongst plain milk drinkers. It was a winning formula that yielded
double digit growth over the next two years and significantly contributed
to the brands development.
An energetic brand, Bournvita went through another change in 2001, with
a complete overhaul of branding, packaging and communication. This relaunch had two clear objectives: to make the brand contemporary and
reinforce the equity with its loyal consumers. An assessment post the
successful re-launch, showed that Bournvita had further strengthened its
leadership position in the West and had attained market leadership in the
North.
Product:
Bournvita has a unique taste which combines the
goodness of malt and chocolate. It gives the child
physical and mental alertness resulting in a healthy body
and an active mind. In turn this gives the child the
confidence to succeed in life.
In 2001 Bournvita, complete with new packaging and
design was re-launched. It had many firsts. Bournvita
introduced a pet jar (shifting from the old glass bottle). It
introduced shrink-sleeved packaging (from the old jar labels). There was
11

a complete re-design of the logo. A loyalty programme, in the form of a

Bournvita Nutrition Centre, dedicated to counselling mothers on her
child's daily nutritional needs was opened. It was Bournvita's way of
showing it cared.
Brand Values:
The core values of the brand have been mental alertness and physical
fitness for children who consume Bournvita daily. This layered with the
great Cadbury chocolate taste has made the brand distinct from other
offerings in the consumers mind.
Facts:
Cadbury Bournvita won an
ABBY for its press campaign
- 'No Bournvita. No Milk'.
Bournvita was the official
health drink for the Indian
team for the 1980 Moscow
Olympics.
The Bournvita Quiz Contest
is India's longest running
national school quiz.

12

Product Profile: Horlicks

History and Achievement:
Some malted barley, pinches
of wheat flour with a dash of
evaporated

milk.

That's

Horlicks recipe for success.

James Horlicks, after whom
the brand is named, was a
chemist who worked for a
company

which

produced

dried infant food. He became

ambitious

after

inventing

some recipes of his own. So along with his brother William, they found J
and W Horlicks of Chicago.
Up until the 1960s Horlicks was positioned as an adult restorative drink
that gave extra energy, especially during convalescence. The 1970s saw
its position shift to The Great Nourisher. It was in this phase that the
brand saliency shot up. The next decade saw Horlicks face an immense
external challenge. Thanks to Operation Flood, there was availability of
milk and the raison dtre for buying the brand became weaker. Horlicks
fought back. In 1984, Horlicks aimed at growth by growing the consumer
base. By 1994, it had created Ideal Horlicks and improved product
formulation that also brought back the taste people reminisced about. In
2002, Horlicks was relaunched on the immunity platform.
13

Horlicks has a significant presence in over fifteen countries. Today

Horlicks is the best known brand in the health foods category in India.
The brand enjoys the trust of generations of Indian mothers and this
relationship has been nurtured by the brand by fortifying the product from
time to time. In 1998, Horlicks was fortified with Smart Nutrients a
unique combination of vitamins and minerals intended to imbibe
growing children with mental agility and physical fitness. Junior Horlicks
was relaunched with extra nutrients to build the immunity of little
children. Today, Junior Horlicks contributes 11% to Horlicks total sales
turnover and has been one of the fastest growing product extensions to
the Horlicks brand.
But it isn't just product development that Horlicks has concentrated upon.
It has also created new attractive packaging options including jars, refill
packs and sachets. Horlicks was the first brand in India to introduce a
refill pack option and also the first to shrink-wrap bottles. In a way,
theres a Horlicks pack for every occasion and mood.
Product:
Put a couple of tablespoons full
into a mug. Add warm water or
milk and youre ready to enjoy
a

drink

thats

tasty

and

nourishing. Add ice cubes, cold

milk or water to reconstituted
Horlicks and it turns into a
delicious, thirst quenching drink on a hot afternoon. That is why Horlicks
14

is considered to be the great nourisher for the entire family. The medical
credentials and heritage of the brand have reinforced the image of the
brand for years.
Junior Horlicks, a specialist brand for little children. Mothers Horlicks, a
special nourisher for pregnant and breast feeding mothers, and Horlicks
Biscuits are the other forms in which the brand is available. A selection of
flavours including chocolate, vanilla and honey allow consumers to
enjoy the nourishing goodness of Horlicks in a variety of delicious ways.
Brand values:
Horlicks has always been a brand that stands for good health and
nourishment through a wholesome, natural product. A commitment
towards product quality and reinforcement of essential nutrients has won
over the trust of generations of mothers.
The brand gives them the reassurance that they seek in caring for their
family. Family bonding is at the heart of Horlicks brand values. This, in
turn reinforces Horlicks image as a caring and trusted brand.
Facts:
Horlicks was first invented to substitute milk as baby food.
In India, 2 billion cups of Horlicks are drunk every year.
People on special diet, including liquid diet or any diet devised
for gastric disorders, can benefit from the nutritional
convenience of Horlicks.

15

Product Profile: Boost

History and Achievements:
Boost was developed by the
companys

Indian

R&D

team in 1974 and launched

in

Kerala

in

1975/76.

Positioned as the 'energy

fuel',

the

brand

soon

generated great consumer pull and was subsequently launched at a

national level.
Around 1984, however, Boost sales seemed to plateau. This led to a
complete re-think about the brand strategy. A deeper understanding of
purchase dynamics of the category revealed that by the latter half of the
1980s, children had come to become strong influencers in a family's
purchase of these HFD products. What was also observed was that this
section of the population had the highest requirement for supplementary
energy and was also the most enthusiastic about sports - cricket, in
particular.
Infused with this insight, Boost was consequently repositioned. It pushed
forward the association of kids of this age group with cricket. This has
since remained a winning strategy.
GlaxoSmithKline plc. is recognized as one of the leading health and
pharmaceutical companies in the world. Its powerful combination of
16

skills and resources has enabled it to offer frontline health products to the
consumer. These traits are amply evident in the Boost brand. But brands
are not built by formulation alone. They require strategic thinking and a
strong positioning platform. Success for Boost has come as a result of
constant brand building efforts and the proven positioning platform of
energy. The brand had the courage of conviction to make a paradigm
shift in targeting the child in its communication. Today, Boost is the
secret of my energy is the most recalled sign-off in its product segment
and has defined the brand's identity. Also, Boost is the first HFD to have
ever used celebrity endorsement to convey its proposition and has
successfully carved out the Energy HFD market in India. In recognition
of these achievements, Boost has won prestigious awards such as the
World Star for its packaging and the finalists position in the Effie
Awards, 2000, for effective communication.
Product
Boost is a malt-based drink in
chocolate flavour, with the
brand

philosophy

continuously
pioneer

being

innovate

changes

in

to
and
the

category. In 2002, the brand

created history by re-launching
Boost with 'Power Boosters',
a

completely different product

from any other HFD. The New
Boost contains copper and
biotin, in addition to its extant
17

composition of vitamins and minerals. Two serves of New Boost

(approximately 30 gms) as per the CODEX Alimentarius Commission of
the World Health Organisation, 1995, provide 50% of the daily
requirement of Vitamin B1, B2, B6, B12, A, C, D, Niacin, Pantothenic
acid, Biotin, Folic acid, Copper and Iron and 25% of Calcium. The
vitamins and minerals not only provide adequate energy for the consumer
they also help in the efficient working of body cells (by releasing energy
from food), formulation of healthy blood and make bones stronger. This
re-launch has helped Boost capture the position of number one brown
HFD in India.
Brand values:
The personality of the Boost brand is distinctly sporty and energetic and
everything - from the tone of communication to packaging - is done to
reflect this vibrant energy. Today, the colour red and 'Boost is the secret
of my energy' have become synonymous with the brand.
Facts:
Boost has a household penetration of 40%-45% in several cities
and towns in South India, the brand's stronghold. In towns like
Chennai and Madurai this penetration exceeds 50% among SEC
A and B households and 40% among all households. Sachin
Tendulkar appeared in a Boost advertisement for the first time
at the age of seventeen.
The kid, who starred in the Boost advertisement with Kapil
Dev, went on to become a member of the Indian cricket team Nikhil Chopra.
18

There is a range of interesting products prepared with Boost

which cater to local tastes: the Boost 'barfis', for example, in
certain parts of South India.
Boost has the highest frequency of purchase among all brown
powders in India (Source: IMRB Household Panel).Boost is the
fastest growing brand (2003 over 2002) among the top five
Health Food Drinks in India.

19

Product Profile: Complan

History and Achievements:
Glaxo brought Complan to India in
1964 and marketed it through doctors
as a convalescence drink. After it went
OTC in 1969, Complan continued to
be perceived as an ethical product. In
those days its tag line Complan has
23 Vital Nutrients whereas Milk has 9
had established Complans superiority
over milk on nutritional delivery.
The brands next major milestone was
reached in 1975 when, in order to
expand its user base, Complan made a
strategic shift in its target market and
positioning.

Complan

was

now

repositioned as an ideal nutritional supplement for growing children.

Complans current consumer base runs into hundreds of thousands of
households across the country. It is retailed through more than 225,000
outlets and has an impressive 16.8% share across the entire MFD
category. Apart from India, Complan is also available in the UK,
Australia, Venezuela, Nepal and Sri Lanka.
Complans growth closely resembles its core consumers; it has been
growing over the last twenty years to register a constant upswing in its
20

market. In this period, it has doubled its market share while commanding
a price premium in excess of 40% over its nearest competitor.

Product:
Enriched with 23 vital

nutrients

in

balanced proportion Complan is an ideal

nutritional supplement for children in its
target segment of four to fourteen years. It
is Heinzs constant endeavour to upgrade
Complans formulation as per the latest d evelopments in nutritional
sciences and the changing requirements of growing children.
Complan the Complete Planned Food in a Drink is formulated as per
the World Health Organisation (WHO) guidelines suggested for growing
children.
Milk protein, which has superior digestibility properties, contains all
essential amino acids balanced to perfection and hence is the ideal engine
for growth. It is also a superior source of energy and meets the WHO
guidelines of energy requirement from proteins. It provides more energy
(429kcal/100 gms) than any other major brand in this category. 20% of
Complan is protein and 100% of it is derived form natural milk. No other
brand can match this claim.
To extend the goodness of Com plan and make it available to children any
time, the brand was also conceived in a biscuit form. Complan Crunch

21

Timers biscuits have nourishment sandwiched in their cream centres and

are a delightful anywhere bite.
Brand Values:
Complan, with a history going back half a century, is the Gold Standard
in childrens nutrition and one of Indias heritage brands. The brand takes
its job of delivering nutrition to growing children seriously and has built
enormous credibility over the years.
Heinz is committed to ensuring that Complan continues to meet the
stringent demands its consumers make on it. This perhaps, explains why
Complan continues to be the Gold Standard. It is one of the few brands in
the MFD category in India to have uniformly spread across the country
indicating its acceptability across regions and socio-economic strata.
Facts:
Complan was formulated in Britain, as an ideal nutritional
supplement for soldiers wounded on the frontlines in World
War II.
The brand name Complan is derived from the product
statement Complete Planned Food.
The current Bollywood heartthrob Aftab Shivdasani was a Complan Boy.

2.2

Statement of Problem.

22

Market Share of various Health Drinks is the project I am working for

Mansukhlal & Sons, Navsari. The survey was targeted on school going
students in Mundur. Feedback was taken from them through
questionnaire
and personal view.
After the survey was completed I analysed all the
details that I gathered through the survey and is represented
systematically with the help of :Bar Charts
Pie Graphs
Report.

2.3

Objectives of the Survey.

23

1. To find out the different products of health drink.

2. To find out the market share of health drink products.
3. Study of people choice among various health drinks.
4. To find out the customers satisfaction about the health drink
products.
5. To find out the availability of the product.
6. To find out the effect of advertisement on people.
7. To find out the difference in price structure of various health drinks
available in market.

2.4 Scope of the Study.

24

1. Various companies offering Health Drinks such as Bournvita,

Complan, Horlicks, Boost.
2. The project was done to identify the issue of decision making,
taste, preference, awareness, etc.
3. The survey was in the region of Navsari (GJ).
4. The time duration for the research work was one month.

2.5 Limitation.
25

Every study conducted may have certain shortcoming and this project is
also a similar case. A few errors have crept in despite of best efforts to
avoid them but this is expected that still study and findings are very much
relevant.
The first limitation is that the accuracy of the project and
conclusion is totally dependent on the accuracy of data collected
and data analysis.
Due to time constraint the survey is confirmed to measures. The
respondents were selected randomly and therefore might not be a
true representation of total consumers due to such a large universe.
Over projections by the respondent to impress the surveyor is also
possible.
The recommendation is given totally based on the information
collected through questionnaires and personal interviews.
Each man defers from another. A consumer not only defers from on
another, but also has varying degrees of feeling about the same
products, object or phenomenon from time to time. It thus becomes
very difficult to generalize the finding of any market research
study.

Hence

one

of

the

major

problems

GENERALIZATION.

2.5 Methodology.
26

is

that

of

Research Design
Research design is arrangement of condition of collection and analysis of
data in a manner that companies relevance of data to be collected. The
sample to be selected in a manner in which the data so collected is to be
organized. It constitutes the main body of the research design. The
present study conducted through a survey method using a well-formed
and framed questionnaire. Research design is the plan and structure of
investigation so conceived as to obtain answers to research questions.
Types of Data
Primary Data:
The primary data are those which are collected afresh and for the
first time, and thus happens to be original in character.
Primary data for this project was collected through questionnaire.
Secondary Data:
The secondary data are those which have already been collected by
someone else and which have already been passed through the
statistical process.
Secondary data for this project were collected from the internet and
library.

27

Sources of Data
The primary and secondary source was used in the research. The
information gathered for this project is differing from person to person as
there is differences in each human being. So the observation and the
survey of the people are the primary sources of data from this project. As
such secondary data are collected from internet and library.

Sample Plan
Sample plan can be define as the selection of some part of an aggregate or
totality on the basis of which a judgment or inference about the aggregate
or totality is made. In other words it is the process of obtaining
information about an entire population by examining only a part of it.
The sampling plan for this project would be customer which includes
School going childrens in, Navsari.
Universe:
From a statistical point of view, the term universe refers to the total of
the items or units in any field of inquiry or to the total of items about
which information is desired.
For the purpose of this study the universe has been defined as The set
consisting of School going childrens in, Navsari.

Sample Size:

28

Sample size means how many people should be surveyed. Large sample
size gives more reliable results than small one. Sampling is the method
and selecting sample for studying the position of universe in total.
The sample size selected for this survey is 50 school going childrens in,
Navsari. This sample size is selected on the basis of convenience to
administer and by way of judgment. Sample sizes selected in this project
are the people of Navsari city (GJ). A large sample size would have been
unmanageable in terms of time and cost.

Methods of Data Collection

The type of data collection begins after a research problem has been
defined and research design chalked out. While deciding about the
method of data collection to be used for the study. The researcher should
keep in mind two types of data that are Primary Data and Secondary
Data.
Methods of collecting primary data particularly in survey and descriptive
researches are:
1. Observation Method.
2. Interview Methods.
3. Through Questionnaires.
4. Through schedules.
Methods of collecting secondary data particularly in survey and
descriptive researches are:
1. Various publications of central, state, and local governments.

29

2. Various publications of foreign governments or of international

bodies and their subsidiary organizations.
3. Technical and trade journals.
4. Books, magazine, news papers.
Questionnaires:
This method of data collection is quite popular, particularly in case of big
enquiries. It is being adopted by private individual, research workers,
private and public organizations and even by governments. Questionnaire
is sent to the persons concerned with request to answer the questions and
return the questionnaire. A questionnaire consist of a number of questions
printed or typed in a definite order on a form or set of form.
The questionnaire is mailed to the respondents who are expected to read
and understand the questions and write down the reply in the space meant
for the purpose in the questionnaire it self. The respondent has to answer
the questions on their own.
In this project questionnaire were given to the 50 customer and
information collected form those questionnaires were used for data
processing and analysis.
Formation of Questionnaire:
Formation of questionnaire could be structured or un-structured
questionnaire. Structured questionnaire are those questionnaire in which
there are definite, concrete and pre-determined questions. The form of the
question may be either closed ended questions (giving option such as yes
or no) and open ended questions (inviting free response) but this should
be stated in advance and not during questioning. When this characteristics
are not present in a questionnaire it can be term as un-structured
questionnaire.

30

In this project structured questionnaire were used with closed ended

questions in it. As this form of questionnaire reduces the difficulty of the
respondent while answering the questions.

Field Work
Field work is defined as the place where you have conducted your survey
and with whose help you have taken. Field work for this project was
performed by me without the help of any people. My Field work consists
of questionnaire which I have circulated among 50 customers so that I
can get information that was required for the project.
Data Analysis Techniques
The data after collection has to be processed and analyses in accordance
with the outline laid down for the purpose at the time of developing the
research plan. By Analysis we mean the computation of certain indices or
measures along with searching for patterns of relationship that exist
among the data groups.
For this project percentage method is used for the analysis of the
available data. With the help of percentage method the data has been
converted into percentage and has been represented with the help of
graph.

31

Chapter No.: III

CONCEPTUAL BACKGROUND

32

III. Conceptual Background.

Market Share:The percentage of the total market for a product/service category that has
been captured by a particular product/service or by a company that offers
multiple products/services in that category. In the latter case, the company
may choose to look at share on both an individual product/service basis
and on a company-wide basis.
Share can be calculated either on a unit basis (i.e., If a company sells 1
million units in a total market of 10 million units, it has a 10 percent
share) or on a revenue basis (i.e., If a company sells $1 million worth of
widgets in a $10 million market, it has a 10% share). Obviously, if a
company is able to command a higher price for its product/service than its
competitors, it would show a higher market share when calculated on a
revenue basis than on a unit basis.
Market share numbers can vary greatly depending on how the market is
defined. For example, a company may have a 1 percent share of the
"widget" market, 15 percent of the "sports widget market", 45 percent of
the "luxury sports widget market" and 85% of a particular geograpically
defined luxury sports widget market.
All business activities focused on developing, expanding and facilitating
the profitable introduction and promotion of a company's products and/or
services. Traditionally, this is taken to include the "4Ps" -- Product, Price,
Promotion and Place.

33

"Product" refers to discovering market requirements and ensuring

that those requirements are reflected in the products and/or services
offered by the company.

"Price" is obvious -- determining and setting the most appropriate

prices for the products/services.
"Promotion" refers to all activities involved in making potential
customers aware of the company, its products and services and
their benefits -- and encouraging them to buy.
"Place" is a little less obvious. In addition to determining the best
geographic areas to sell in, it also refers to the dermination and
management of the best "channels" for reaching those markets -direct sales, distributors, resellers, etc.

Importance of Market share:1. Reputation :- The major market share of a company will help the
company earn goodwill in the market which is one of the most
important achievement for a company.
2. Easy Finance :- Market share helps the company in getting easy
finance from the market due to its majority market share and
reputation in the market.
3. Profitability :- Major market share increases the profit earnings
of the company, as many customers are attracted to purchase
companys products due to its reputation in the market.
4. Growth and Expansion :- When a company succeeds in attracting
more and more customers towards itself due to its market share it
definitely increases its profit and intern grows and expands.
5. Share holders :- Increase in companys market share intern
increases its share holders by winning the confidence of its
investors.

34

Chapter No.: IV
ORGANISATIONAL PROFILE

35

IV. Organisational Profile.

Est. 1946
Name of the firm: Manshuklal & Co.
Registered office: Opp Hanuman temple, Mota bazzar Navsari-396445
Type of organisation: Partnership firm
Turnover: 55 lacks
Profit: 1.5 lacks
Dealers of: Complan, Horlicks, Boost, Bournvita etc

36

Chapter No.: V

ANALYSIS, INTERPRETATION,
PRESENTATION.

37

V. Analysis, Interpretation, Presentation.

1. Do you take any health drink?
Table No.: 1
Answers
Yes
No
Total

No. of Respondents
46
4
50

Chart No.:1

38

Percentage
92.00%
8.00%
100.00%

The above chart shows 92% people take health drink.

2. Which health drink do you prefer?
Table No.: 2
Answers
Bournvita
Horlicks
Boost
Complan
Any
Total

No. of Respondents
30
6
5
7
2
50

Chart No.:2
39

Percentage
60.00%
12.00%
10.00%
14.00%
4.00%
100.00%

The above chart shows the percentage of choice of product. It is

seen that most people like Bournvita and Complan.

3. How often do you consume?

Table No.: 3
Answers
Once a day
Twice a day
Weekly
Occasionally
Total

No. of Respondents
30
3
7
10
50

Chart No.:3

40

Percentage
60.00%
6.00%
14.00%
20.00%
100.00%

The above chart shows the drinking frequency of people. 60%

of people drink health drink once a day while 20% take
occasionally.

4. What is your quantity of purchase for a month?

Table No.: 4
Answers
250 gm
500 gm
1 kg
More than 1 kg
Total

No. of Respondents
10
25
11
4
50

Chart No.:4

41

Percentage
20.00%
50.00%
22.00%
8.00%
100.00%

The above chart shows the percentage of average quantity of

purchasing health drink. It is seen that 50% of people purchase
500 gm packet while 22% purchase 1 kg.

5. How do you prefer your health drink?

Table No.: 5
Answers
Cold
Hot
Moderate
Total

No. of Respondents
24
15
11
50

Chart No.:5

42

Percentage
48.00%
30.00%
22.00%
100.00%

The above chart shows that 48% respondent like to have the
health drink cold while 30% take it hot and remaining 22% take
it in moderate manner.

6. How do you find the taste?

Table No.: 6
Answers
Good
Better
Best
Satisfactory
Total

No. of Respondents
11
10
25
4
50

43

Percentage
22.00%
20.00%
50.00%
8.00%
100.00%

Chart No.:6

The above chart shows that 50% respondent rank their drink as
under best category while 22%, 20%,and 8% are ranked as
good, better and last satisfactory.

7. From where do you purchase your health drink?

Table No.: 7
Answers
Retailer
Wholesaler
Cafeteria
Others
Total

No. of Respondents
35
6
5
4
50

44

Percentage
70.00%
12.00%
10.00%
8.00%
100.00%

Chart No.:7

The above chart shows that most of people ie.70% purchase

their health drink from retailer while 12% from wholesaler, 10%
from cafeteria and remaining 8% from other sources.

8. At what age did you start taking health drink?

Table No.: 8
Answers
3 yrs - 5 yrs
5 yrs - 10 yrs
10 yrs - 15 yrs
15 and above
Total

No. of Respondents
32
15
2
1
50

45

Percentage
64.00%
30.00%
4.00%
2.00%
100.00%

Chart No.:8

The above chart shows that 64% people start taking health drink
from the age 3 yrs- 5 yrs and rest are 30% at 5 yrs- 10 yrs, 4%
for 10 yrs- 15 yrs and 2% for 15 yrs and above.

9. What is the availability of product?

Table No.: 9
Answers
Regular
Irregular
Not available at all
Total

No. of Respondents
32
15
3
50

Chart No.:9
46

Percentage
64.00%
30.00%
6.00%
100.00%

The chart shows that 64% respondent says that their product is
regular while 30% says it is irregular and 6% says the product is
not available at all.

10. How do you come to know about the product?

Table No.: 10
Answers
Television
News Paper
Magazine
Family and Friends
Display at retail outlet
Any other
Total

No. of Respondents
27
3
2
4
13
1
50

47

Percentage
54.00%
6.00%
4.00%
8.00%
26.00%
2.00%
100.00%

Chart No.:10

The above chart shows that Television and Display at Retail

Outlay are two important media for the awareness of product.

11.How do you find the advertisement of the company for

production of product?
Table No.: 11
Answers
Good
Better
Best
Satisfactory
Total

No. of Respondents
9
11
12
18
50

48

Percentage
18.00%
22.00%
24.00%
36.00%
100.00%

Chart No.:11

The above chart shows that the percentage of response of

advertisement of product. It is seen that 36% of people is
satisfied.
12. Are you influenced by advertisement?
Table No.: 12
Answers
Yes
No
Total

No. of Respondents
14
36
50

49

Percentage
28.00%
72.00%
100.00%

Chart No.:12

The above chart shows that the percentage of the response of the
influence by advertisement. It is seen that 72% of respondent are
not influenced while only 28% are influenced.

13.What is the general quantity that you take in a health

drink?
Table No.: 13
Answers
1 Tea-Spoon
2 Tea-Spoon
3 Tea-Spoon
More than 3 Tea-Spoon
Total

No. of Respondents
7
30
10
3
50

50

Percentage
14.00%
60.00%
20.00%
6.00%
100.00%

Chart No.:13

The above chart shows the quantity of health drink consumed. It

is clearly seen that 60% consume 2 Tea-Spoon.

14.What improvement do you want?

Table No.: 14
Answers
Reduction in Price
Attractive Packing
Change in Taste
None
Total

No. of Respondents
16
14
10
10
50

51

Percentage
32.00%
28.00%
20.00%
20.00%
100.00%

Chart No.:14

Majority i.e. 32% of them wants reduction in price and 28%

want attractive packing.

15.Are you satisfied with your health drink?

Table No.: 15
Answers
Yes
None
Total

No. of Respondents
35
15
50

Chart No.:15

52

Percentage
70.00%
30.00%
100.00%

The above chart shows the percentage of satisfaction level. It is

clearly seen that 70% of respondent are satisfied with their
health drink while 30% are not satisfied.

53

Chapter No.: VI

MAJOR FINDINGS,
RECOMMENDATIONS,
CONCLUSION.

54

VI. Major Findings, Recommendations, Conclusion.

The major findings of the report are as follows:1. It is found that 92% people take health drink.
2. It is seen that most people like Bournvita and Complan.
3. 60% of people drink health drink once a day while 20% take
occasionally.
4. It is seen that 50% of people purchase 500 gm packet while 22%
purchase 1 kg.
5. It is observed that 48% respondent like to have the health drink
Cold while 30% take it Hot and remaining 22% take it in Moderate
manner.
6. It is analyzed that 50% respondent rank their drink as under best
category while 22%, 20%, and 8% are ranked as good, Better and
last satisfactory.
7. It is observed that most of people ie.70% purchases their health
drink from retailer while 12% from wholesaler, 10% from
Cafeteria and remaining 8% from other sources.

55

8. It is found that 64% people start taking health drink from the age
3yrs- 5 yrs and rest are 30% at 5 yrs- 10 yrs, 4% for 10 yrs- 15 yrs
and 2% for 15 yrs and above.
9. 64% respondent says that their product is regular while 30% says it
is irregular and 6% says the product is not available at all.
10.10. Television and Display at Retail Outlay are two important
media for the awareness of product.
11.11. It is seen that 36% of people is satisfied with the advertisement
of the drink.
12.It is seen that 72% of respondent are not influenced while only
28% are influenced by advertisement.
13.It is observed that 60% consume 2 Tea-Spoon of health drink.
14.Majority i.e. 32% of them wants reduction in price and 28% want
attractive packing.
15.It is clearly seen that 70% of respondent are satisfied with their
health drinks while 30% are not satisfied.

56

Recommendation:
I would recommend that the companies should strength its
distribution channel especially at cafeteria and local retailer, which
is the biggest market for health drink.
The companies should make use of more advertising media like
T.V., Display at various outlets, Hoardings etc. that are very useful
to increase the awareness regarding the product.
The companies should come up with new types of schemes which
would attract more number of people toward their product.
The feedback of the retailer should be collected regularly so that
the companies can come to know that were they are standing.
Design some attractive scheme for retailer, which can differentiate
from competitors and interesting for retailer.
Try to build a good image of the company.

57

Conclusion:
As the customer is considered to be the king of the market, this fact is
very much true for the liquid food drink industries. It is very important on
the part of the organization to learn customer behaviour in order to
increase their sale and create a good brand image in the minds of the
customer.
From the survey carried out and after data analyses of the information
obtain it can be concluded that people are aware of different brands of
health drink. Most of the customers prefer to use 1 glass a day as it is
convenient in both way in terms of quantity and notorious. Brand name is
consider as an important factor while purchasing a health drink and in
which Bournvita of health drink is most preferred brand name among the
customer. It is also concluded that Television has played a vital role in
spreading awareness of various health drink brands. Many people also
consider the quality and hygiene maintain by the company. It is also
found that price plays an important role in any product but service also
plays equal importance in success of any product.
All the information gathered during this survey and after analyzing it
properly one come to only one conclusion that liquid food drink
industries has a great scope in future.

58

Chapter No.: VII

ANNEXURE,
QUESTIONNAIRE,
BIBLIOGRAPHY.

59

VII. Annexure, Questionnaire, Bibliography.

Questionnaire
Name:
_________________________ Occupation:
Age:
_________________________ Sex:
Mobile No.: _________________________

_______________
M/F

1. Do you take any health drink?

( ) Yes

( ) No

2. Which health drink do you prefer?

( ) Bournvita
( ) Complan

( ) Horlicks
( ) Any other

( ) Boost

3. How often do you consume?

( ) Once a day
( ) Weekly

( ) Twice a day
( ) Occasionally

4. What is your quantity of purchase for a month?

( ) 250 gm
( ) 1 kg

( ) 500 gm
( ) More than 1 kg

5. How do you prefer your health drink?

( ) Cold

( ) Hot

( ) Moderate

6. How do you find the taste?

( ) Good
( ) Better

( ) Best
( ) Satisfactory

60

7. From where do you purchase your health drink?

( ) Retailer
( ) Cafeteria

( ) Wholesaler
( ) Others

8. At what age did you start taking health drink?

( ) 35
( ) 10 15

( ) 5- 10
( ) 15 and above

9. What is the availability of product?

( ) Regular
( ) Irregular
( ) Not available at all
10.How do you come to know about the product?
( ) Television
( ) Magazine
( ) Display at retail outlet

( ) News Paper
( ) Family and Friends
( ) Any other

11.How do you find the advertisement of the company for production

of product?
( ) Good
( ) Best

( ) Better
( ) Satisfactory

12.Are you influenced by advertisement?

( ) Yes

( ) No

13.What is the general quantity that you take in a health drink?

( ) 1 Tea-Spoon
( ) 3 Tea-Spoon

( ) 2 Tea-Spoon
( ) more than 3 Tea-Spoon

14.What improvement do you want?

( ) Reduction in price
( ) Change in Taste

( ) Attractive Packing
( ) None

15.Are you satisfied with your drink?

( ) Yes
( ) No
61

ANNEXURE
BIBLIOGRAPHY
BOOK REFERRED:1.

SEARCH ENGINES:1. www.google.com

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