Declaration by student

We, the undersigned, hereby declare that I am a Postgraduate

MBA student of the University of Kalyani in the session 2009-
2011. In fact the Project entitled ‘Consumer behavior on

purchase of health drink ”. There is nothing denying the fact

that the project submitted is absolutely an original one having
expression of my hard work and endeavour to the best of my
sincerity and capability.

Subhadeep Paul

Shatabdi Roy

Swati Sarkar

Diptiman Som

Subhankar Dutta

Prithwiraj Paul.
 Executive Summery

We have made a project entitled ‘Consumer behavior on purchase of

health drinks ‘, which is a part of our MBA program. The project report is
based on the satisfaction or dissatisfaction of consumers, the taste and
preferences of consumers as far as Health Drinks are concerned. We have
collected the data of 60 consumers and prepare our project on the Consumer
behavior. The objective of our study is to see and analyze the test and
preference, characteristics of purchase of consumers as far as Health Drinks
are concerned. We have selected a sample size of 60 randomly and make the
necessary data analysis, graphical representation, & interpretation of them.
We have used statistical tools such as , median, Chi squire test,paired
Comparison, and some other as far it is applicable. We have shown their
responses by Bar graph & Pie graph, & also make necessary interpretation.
The result we have got by this survey is quite satisfactory. These activities
give us better understanding of marketing;
Method to understand consumer behavior:
 Research Methodology

Research Design: We have done our project work on the basis

of a sample size of 60. We have followed the random sampling method.

Data collection Method: We have prepared questionnaires and

gathered the primary data from the consumers through it,and make the

necessary data analysis, graphical representation, & interpretation of them.

Analytical tool Used: We have used statistical tools such as median, Chi

squire test ,paired Comparison, ANOVA as far it is applicable.

Limitations of the Study

We Have to face certain limitations in our project work,

Firstly, We have done the data analysis part based on a sample size of 60,

which is a part of infinite population. So the sample size can face some error

in fulfilling the two laws i.e the results obtained from the sample cannot be

expected to represent the characteristics of population in toto.

 Data Analysis and Graphical Representation

1.No. of members in a family

Family members Frequency

1 to 3 33
3 to 6 24
6 to 9 2
more than 9 1
N 60

Numberdof member infamily

35
30
25
20
15 Series1

10
5
0
1 to 3 3 to 6 6 to 9 more than 9

2.Consumpsion of Health drinks?

Response Frequency
Yes 54
No 6
N 60
 Consumer of health drink

No
10%

Yes
90%

3.Investment on Health Drinks.

Investment pattern Frequency

0-50 5
50-100 30
100-150 13
more than 150 6
N 54

MonthlyExpenditureonhealthdrink
100-150
24%
morethan150
11%

0-50
9%

50-100
56%

5.Influencing Factor on Purchase

Factors Frequency
Price 14
Taste 15
Nutritional
Quality 12
Advertisement 11
Others 2
N 54
 15

10
14 15
12 11
5
Series1
2
0

t
y

en

s
e
e

lit

er
st
ic

em
ua

th
Ta
Pr

O
is
rt
al

ve
on

Ad
iti
tr
Nu

6.Children consuming Health Drinks

Responses Frequency
Yes 34
No 20
N 54

Children Consuming Health

Drink
No
37%

Yes
63%

7.Consumption of Health Drink by all the Family Member

Responses Frequency
Yes 19
No 35
N 54
 19

Yes
No

35

8.Brand Loyalty of consumers

Responses Frequency
Yes 36
No 18
N 54

33%

Yes
No

67%

9.Rating of Advrtisement influence

Ratings No. of people

1 3
2 10
3 20
4 15
 5 6
N 54

Influence of Advertisement
20
20

15
15

10
10 No. of people
6
5
3

0
1 2 3 4 5

10. Influence of new Health Drinks on Consumer

Responses Frequency
Yes 24
No 13
Sometimes 17
N 54

31%

45%
Yes
No
Sometimes

24%

11.Income Group
Income Slab Frequency
0-15k 8
15-30k 43
30-45k 7
above45k 2
N 60

IncomeGroup
above45k
30-45k 0-15k
3%
12% 13%

15-30k
72%

12.Age Group

Age Group Frequency

0-20yr 12
20-40yr 30
40-60yr 17
above60yr 1
N 60

Ag e Group
above60yr
2% 0-20yr
20%
40-60yr
28%

20-40yr
50%
Statistical Analysis of Data