A PROJECT REPORT ON STUDY ON FACTORS INFLUENCING BUYING BEHAVIOUR OF DEL MONTE

FRUIT DRINKS

SUBMITTED BY: RAJESH GUPTA REGESTRATION NO: 11000194 ROLL NO.RQ3003A19 IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE IN MASTER OF BUSINESS ADMINISTRATION

INTERNAL GUIDE Mr. VIVEK CHATURVEDI MBA DEPARTMENT,

EXTERNAL GUIDE Mr. VIJAY KUMAR (ASM) Mr. NITHIN RAJAGOPAL (MARKETING MANAGER)

LOVELY PROFESSIONAL UNIVERSITY

LOVELY PROFESSIONAL UNIVERSITY

CERTIFICATE

This is to certify that RAJESH GUPTA, student of M.B.A. (3rd semester) Regd. No. 11005485, Section Q3003, Roll No. RSQ3003A19, Lovely School of Management, has successfully completed the Summer Internship Project titled Study on FACTORS INFLUENCING BUYING BEHAVIOUR OF DEL MONTE FRUIT DRINKS at Field Fresh Foods Pvt. Ltd., Bangalore as a part of partial fulfillment of the curriculum of M.B.A. This project had being done under my guidance for a period of two months during the year 2011.

Mr. VIVEK CHATURVEDI

FACULTY GUIDE SCHOOL OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY

ACKNOWLEDGMENT

It gives me great pleasure to acknowledge with thanks, my respectful and beloved ones for helping me to bring out this report successfully. Firstly and foremost I would like to thank with immense gratitude Mr.VIVEK CHATURVEDI SIR the professor of lovely professional university and MR.DEVDHAR SHETTY SIR the HOD & professor of MBA (LSM) department for helping to undertake this study. I express my heartfelt thanks to Mr. VIJAY KUMAR (ASM) and Mr. NITHIN RAJAGOPAL (SOUTH MARKETING MANAGER) for being my external guide and helping me to avail the opportunity to carry out this study. His constant guidance during my stay in the company was great help to me. I would also like to thank the department heads for extending their undivided support and co-operation. I have immense pleasure in expressing my deep sense of gratitude to Mr. SONU DUA and Mrs. MANNU KALIA faculty of MBA department for his

valuable guidance, time, co- operation and support without which this report would not have been completed.

RAJESH GUPTA Reg. no. 11000194 Roll no. RSQ3003A19

TABLE OF CONTENTS

EXECUTIVE SUMMARY TITLE AND DESCRIPTION OF PROJECT OBJECTIVES OF THE PROJECT LITERATURE REVIEW RESEARCH METHODOLOGY SAMPLING FRAME INTRODUCTION INDUSTRIAL PROFILE COMPANY PROFILE COMPANY LIFE CYCLE COMPETITIVE ANALYSIS SWOT ANALYSIS OF COMPANY ANALYZING BHARTI DEL MONTE ON THE BASIS OF ANSOFFS MATRIX MARKET SEGMENTATION LEARNING EXPERIENCE FACTOR ANALYSIS FINDINGS AND CONCLUSION SUGGESTION AND RECOMMENDATION BIBLIOGRAPHY QUESTIONNAIRE SURVEY REPORT OF BANGLORE (JAYANAGAR)

EXECUTIVE SUMMARY
This paper studies the fruit juice market in the INDIA. The market has experienced significant growth in recent years primarily owing to the craze toward health-food consumption. However, the relatively higher prices of fruit juices compared to other types of beverages have limited the consumer base to a small percentage of the population. Furthermore, various factors such as high packaging costs, seasonality and unavailability of raw materials, and inadequate transportation facilities have greatly affected the growth of the fruit juice industry. Facing intense competition from imported products and other types of beverages like carbonated drinks and bottled water, domestic manufacturers must continuously find ways to improve quality or reduce costs in order to stay competitive locally as well as globally. This is also very important to the export market as the country is a net exporter of fruit beverages. Being an agricultural country, domestic producers must capitalize on the country. As competitive edge of land availability, abundant supply and variety of locally-grown tropical fruits and the adequate supply of skilled and competent labor to tap the domestic and world market. This project is an attempt to explore the consumer dynamics: consumer taste and preference role of these fruits drinks in the lives of people, perception of various brands of nutritional fruits drink among consumers, their knowledge level about the product s and the effect of 4 Ps ( product ,price ,place and promotion) on them. This project includes industry profile, company profile, SWOT analysis, ansoff matrix and learning experience and deal with the statement of the problem. Analysis and finding of the survey. A sample size of 100 respondents was taken for the studies, whose responses were studied and interpreted. A simple random method is used for sampling purpose. The process of analysis was done through spss; excel work sheets, frequency table, percentage analysis etc, A structured questionnaire is used for interviewing the respondents. We have used continuous rating scale in order to rate the choices for purchase considerations and the source of purchase decisions. Bangalore (jayanagar) is the target area for the survey.

Title of the Study :

SURVEY ON FACTORS INFLUENCING BUYING

BEHAVIOUR OF DEL MONTE FRUIT DRINKS

DESCRIPTION OF THE PROJECT Bharti Delmonte (field fresh pvt.ltd) processed food division which has been launched in highly volatile market condition, in an unpredictable market like India, needs to identify its Target customer and understand their reason for using packaged drinks efficiently, to stand the competition from existing players. It also has to plan its communication strategy basing on customer need and their prospective. Bharti Delmonte processed food division which has been launched in highly volatile market condition, in an unpredictable market like India, needs to identify its Target customer and understand their reason for using packaged drinks efficiently, to stand the competition from existing players. It also has to plan its communication strategy basing on customer need and their prospective.

The project majorly includes the study under following headings keeping in mind the key Areas of consideration which are relevant to the project: A) Competitive analysis: For the fulfillment of pertinent study and to understand effectiveness of marketing program, competitive analysis of various market players in FMCG tinned foods division is an essential as well as effective tool to generate and improve various analytical and innovative ideas required to differentiate the organization from other market players. B) Consumer Behaviour The behavior exhibited buy consumer during the different stages like pre buying, buying, post buying is important to understand for companies in order to place its product properly and to target right kind of market.
C) Promotions:

Promotions deals with how a company promotes itself or its Products via 1) Advertising

OBJECTIVES OF THE PROJECT

Research objective To check the awareness of Del monte fruit drinks at jayanagar(Bangalore).
To determine the factors influencing the buying behavior of Del Monte fruit drinks.

To determine the reasons for consuming various fruit drink brands.

LITERATURE REVIEW

Gluckman.V (1986) studied the factors influencing consumption and preference for fruit drinks. The explicit factors identified were, the familiarity with brand name, the price of fruit drinks, quality or the mouth feel of the liquid, taste with regards to its sweetness or dryness and the suitability for all tastes. Some of the implicit factors identified through extensive questioning were, color and appearance. Packaging, appearance, colour, , use of different taste and graphics were taken as important clues for quality and price. Consumers preferred existent brand fruits drinks .Kumar et al. (1987) examined the factors influencing the buying decision making of 200 respondents for various food products. Country of origin and brand of the products were cross-tabulated against age, gender and income. Results revealed that the considered factors were independent of age, education and income. The brand image seemed to be more important than the origin of the product, since the consumers were attracted by the brands. Jorin (1987) examined changes in spending power and buying habits of Swiss consumers since the beginning of the 20th century and in the more recent past. Current trends include greater emphasis on health and safety of foodstuffs and less attention to price, increased demand for low calorie light products and increased demand for organically grown foods. For young people, more concern with enjoyment and less for health, with more meals eaten away from home, and generally an increased demand for convenience foods. The Prospects for high quality branded products are seen to be good.

Puri and Sangera (1989) conducted a survey to know the consumption pattern of processed products in Chandigarh. Jam was found to be most popular irrespective of income. Orange squash consumption was maximum in high and middle-income families. Pineapple juice consumption increased with a rise in the income. Shanmugasundaram (1990) studied about soft drink preference in Vellore town of north Arcot district in Tamil Nadu. The study revealed that, the most preferred soft drink among respondents as Gold Spot (26%), followed by Limca (24.80%). It was found that taste was the main factor for preference of particular brand and among the media; television played a vital role in influencing consumer to go for particular brand. Because of convenience in carrying, tetra pack was most preferred one. Ali (1992) studied the brand loyalty and switching pattern of processed fruit and vegetable products in Bangalore city by using Markov Chain analysis. The result of study revealed that Kissan brand of jam and Maggi brand of ketchup had a maximum brand loyalty among consumers, and less amount of brand switching occurred for these brands. Sabeson (1992) in his study stated that, high quality, price and taste of the product were the major criteria based on which the consumers selected a brand of processed fruits and vegetable products. Rees (1992), in his study revealed that factors influencing the consumers choice of food are flavour, texture appearance, advertising a reduction in traditional cooking, fragmentation of family means and an increase in snacking. etc. Demographic and household role changes and the introduction of microwave ovens have produced changes in eating habits. Vigorous sale of chilled and other prepared foods is related to the large numbers of working wives and single people, who require and value convenience. Development in retailing with concentration of 80% of food sales in supermarkets is also considered to be important. Consumers are responding to messages about safety and health eating. They are concerned about the way in which food is produced and want safe, natural, high quality food at an appropriate price. Beverland (2001) analyzed the level of brand awareness within the New Zealand market for ZESPRI kiwi fruit. The effectiveness of this branding strategy employed by kiwi fruit, New Zealand was studied. The implications of the findings for agribusiness in general using the data collected from surveys of kiwi fruit consumers (n=106) outside three major super market chains in Auckland, New Zealand, the results suggested that the level of brand awareness for ZESPRI is low among consumers. It is indicated that brand

awareness could be increased through a relationship-making programme involving targeted marketing and supply chain management. Nandagopal and Chinnaiyan (2003) concluded that the level of awareness among the rural consumers about the brand of fruit drinks was high which was indicated by the mode

Importance of Information to Company

This report aims to generate information on various factors influencing consumer decision while purchasing a fruit drink. Company can evaluate their positioning and promotion strategies based on the factors influencing the choice of a particular fruit drink brand. Companies can also utilize the factors influencing the choice of SKU for managing their portfolio of different SKUs in the fruit drink category. The information on factors influencing the choice of a channel can be used to focus on the growing channels and also in managing existing channels. This report also contains broad based trends on consumer profile, awareness levels, usage patterns and fruit drink category as a whole which can be utilized to make inferences about the future.

of purchase of the soft drinks by Brand Name. The major source of brand awareness word of mouth followed by advertisements, family members, relatives and friends.

RESEARCH METHODOLOGY Primary Research- Primary data was collected through questionnaires, which were filled by consumers. 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. Sampling frame:Target Population:Age targeted between 15 years to 55 years. Location jayanagara(Big bazaar), Banglore.

Sample design:Sampling method:Simple random sampling, convenience sampling. Samples The aim is to collect 100 samples for the analysis. The main demographics targeted were the younger age group as they are more health conscious and aware of such health drinks. Buyers who have been consuming fruit drinks were better able to answer the questions regarding the influencing factors and the reasons for their consumption and purchase.

Analysis Techniques The analysis techniques to be used have been on SPSS and the tests will be performed to ascertain the factors influencing the consumer decision while buying fruit drinks. Factor analysis will be conducted to find main factor influencing the buying behavior of DelMonte fruit drinks.
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INTRODUCTION
The packaged fruit drink industry in India have a history of 24 years,it all started in 1984 with launch of Parle Frooti in tetra pack, but the real surge in packaged fruit drink industry came in 1996 when Dabur captured the imagination of young Indian consumer with the launch of Real Fruit juices-a new concept in the India food market. Since then the industry have been developing gradually and seeing entry of numerous new player with varied flavours and promotions to lure ever growing Indian consumers. The branded fruit juice market in India is estimated to be worth Rs 1200 crore organized fruit beverage market (nectars, drinks and juices combined).

INDUSTRIAL PROFILE Food processing industry in India

India is one of the worlds major food producers but accounts for less than 1.5 per cent of international food trade. This indicates vast scope for both investors and exporters. Food exports in 1998 stood at US $5.8 billion whereas the world total was US $438 billion. The industry requires about Rs 29,000 crore in investment over the next five years to 2005 to create necessary infrastructure, expand production facilities and state-ofthe-art-technology to match the international quality and standards. The Indian food industrys sales turnover is Rs 140,000 crore (1 crore = 10 million) annually as at the start of year 2000. Indias food processing sector covers fruit and vegetables; meat and poultry; milk and milk products, alcoholic beverages, fisheries, plantation, grain processing and other consumer product groups like confectionery, chocolates and cocoa products, Soya-based products, mineral water, high protein foods etc. Propelled by the increasing disposable income, the food sector has been witnessing a marked change in consumption pattern. Currently, India is the worlds second largest producer of food in the world and the food processing industry is the one of the largest industries in India. In terms of production, consumption, export and expected growth, India is ranked fifth in the world.

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 Indias food industry is valued at US$ 180 billion of which the food processing industry is estimated at US$ 67 billion, according to a report Food Processing and Agri Business, done by KPMG. The industry size has been estimated at US$ 70 billion by the Ministry of Food Processing, Government of India. The food processing industry contributed 6.3 per cent to Indias GDP in 2003 and had a share of 6 per cent in total industrial production. The industry employs 1.6 million workers directly. The industry is estimated to be growing at 9-12 per cent during the period 2002 to 2007. Value addition of food products is expected to increase from the current 8 per cent to 35 per cent by the end of 2025.

Fruit & vegetable processing, which is currently around 2 per cent of total production will increase to 10 per cent by 2010 and to 25 per cent by 2025. The highest share of processed food is in the dairy sector, where 37 per cent of the total produce is processed, of this only 15 per cent is processed by the organized sector. The food processing industry in the country is on track to ensure profitability in the coming decades. The sector is expected to attract phenomenal investments of about Rs 1,400 billion in the next decade.

Exports
Food Park, the government has also extended several fiscal incentives Exports of agricultural products from India are expected to cross around US$ 22 billion mark by 2014 and account for 5 per cent of the worlds agriculture exports, according to the Agricultural and Processed Food Products Export Development Authority (APEDA). Exports of floriculture, fresh fruits and vegetables, processed fruits and vegetables, animal products, other processed foods and cereals stood at Rs 17728.71 from September 20102011, according to DGCIS annual data published by APEDA. India will be setting up a global platform for spice trade. The organization named World Spice Organisation (WSO) will be headquartered in the Kochi, Kerela. Spice related organizations across the world will be coordinating prices across the world and address the issue of food safety regulations through WSO.

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Food Processing
FDI inflows to Food Processing Industries have set a target of USD 25.07 billion to be achieved by 2015. Food processing industry is accounts for 32 per cent share in the entire food industry. It comprises of 2 per cent of fruits and vegetables and 15 per cent of processed milk. This industry contributes to 6.3 per cent of the GDP and about 13 per cent to export production. The food processing industry is expected to witness a growth of 10 per cent in the recent years to come. The food processing sector attracted US$ 130 million of foreign direct investment (FDI) in the first eight months of the fiscal as compared to total FDI of US$ 1.2 billion. Besides attracting FDI through schemes like mega during this financial year to enhance FDI in food processing sector, including full exemption from excise duty for specified equipments to preserve, store or transport apiary, horticultural, dairy, poultry, aquatic and marine produce and meat and its processing products.

COMPANY PROFILE

HISTORY
Our heritage is as rich and vibrates as our products .Dedication to quality, commitment to consumers and a focus on innovation are deeply embedded in the Del Monte foods culture.

1880-90
The Del Monte name premieres while the exact origin of del Monte is lost to lore ,the name was used in the 1880s by an Oakland, California, foods distributor to designate a premium blend of coffee prepared especially for the elegant hotel Del Monte on the Monterey peninsula .

1920-30
The Delmont Guarantee Calpak establishes stringent quality specifications for its premium brand Del Monte .Early ads assure customers Not a label, but a guarantee.

1940-50
Glass packaging is introduced fruits and vegetables in glass introduced.

1960-70
Calpak Becomes Del Monte Corporation. Calpak changes its name to Del Monte Corporation.

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2000-10
Sun Fresh Brand is acquired. Worldwide rights to the sunfresh brand of premium citrus and tropical fruits are acquired.

2011
KKR, Vestar and Center view complete Acquisition of Del Monte foods. An investors group led by funds affiliated with Kohilberg Kravis Roberts & CO. L.P Vestar Capital Partners and center view capital, L.P acquires Del Monte Foods.

Company:- Bharti Del Monte India Pvt Ltd.(FIELD FRESH PVT. LTD)
Bharti Del Monte India Private Limited incorporated in September 2004, is a joint venture between Bharti Enterprises and Del Monte Pacific Limited., which offers fresh fruits & vegetables and processed foods and beverages in the domestic as well as international markets. Bharti Del Monte India Pvt Ltd., in the `fresh` foods category is the largest Indian exporter of Babycorn and is also engaged in providing `safe`, fresh and hygienic fruits and vegetables in `convenient` formats to food service and modern retail segments in the domestic market under the Field Fresh brand. The company has recently entered in the `processed` foods category by launching Del Monte brand in India with a promise to offer the consumers innovative products in foods and beverages combining great taste and goodness of health.

BACKGROUND AND INCEPTION OF THE COMPANY

Field Fresh Foods is a joint venture between Bharti Enterprises and Del Monte Pacific Limited to offer Del Monte branded processed food and beverage products in India and field fresh branded fresh fruits and vegetables in India and other countries. With a range of superior tasting products and the synergy between Bhartis dynamism and Del Monte Pacifics food business experience, Field Fresh Foods looks forward to becoming the leading and most trusted food company in India.

NATURE OF THE BUSINESS CARRIED

Field fresh Pvt. Ltd is a fully integrated private LTD. Company. Principle business lines include: INFRASTRUCTURE:- BHARTI DEL MONTE PVT.LTD.COMPANY is a joint venture between two company its head branch or office is in the Philippines where it enjoys leading market shares for canned pineapple juice and juice drinks, canned pineapple and tropical mixed fruits, tomato sauce, spaghetti sauce and tomato ketchup.
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ON GOING PROJECTS Operating under the brand name Field fresh the venture will also invest in research and development (R&D) in a 300-acre company-owned land in Punjab.

VISION, MISSION AND QUALITY POLICY VISION To be one of the fastest growing global branded food and beverage companies. MISSION To bring to life health and wellness. We live up to our heritage of growing premium quality food and beverage brands which are the top choice of all generations for enjoyable and healthy living. We leverage deep market knowledge coupled with technology and innovation to create and deliver relevant health and wellness breakthroughs to our broad base of customers. We continuously build on our knowledge and experience in agriculture, while enhancing the sustainability of the lands we cultivate. We adhere to the highest standards of corporate behavior in our relationships with our employees, business partners, and the communities around us. We are a benchmark in corporate social responsibility and the preservation of the environment. We build a highly energized, high-performance organization with a strong commitment to teamwork and to embracing better ways of doing things.

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PRODUCT PORT FOLIO

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1) Fruit Drink a. Pineapple Crush b. Four season c. Pineapple orange 2) Pineapple Slices 3) Fruit Fiesta 4) Pineapple tidbits 5) Olive(Black and Green) 6) Olive Oil(Extra Virgin) 7) Corn Kerne

TARGET PLACE OF INTRODUCTION Bakeries, Super/Hyper Market, (Hotel, Restaurant,) COMPANYS LIFE CYCLE

The Company Bharti Del Monte is in introductory stage of its PLC. This stage is marked by high promotion expenses because company needs to(i) Inform the customers about the product.
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(ii) (iii)

Induce product trials. Secure distribution in retail outlets.

Bharti Del Monte is generating awareness through sales, product trials and some point of purchase display material. The main focus has been on introduction of product on new places. The products are high priced compared to other players and spending on promotions are low which indicate that company is following Slow Skimming strategy.

COMPETITIVE ANALYSIS Comparison within the major competitors Dabur Real Dabur's flagship brand Real fruit juice is a market leader in the packaged fruit juice category. Real with a market share of 35 % offers to its consumers the largest range of 9 juices that comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato, litchi and cranberry. Real Active orange carrot juice, India's first packaged fruit + vegetable juice. Real offers traditional 'cooling' recipes in a ready-to-drink format ie Aam panna, pomegranate (anar) and watermelon . Spread over 11 acres and geared to process 150 tonnes of fruit per day, it has the capacity to produce 192 tonnes of pulp/concentrate. Pepsi cos Tropicana Tropicana is a product of vast PEPSICO. Pepsi's Tropicana brand fruit juice has outpaced the growth of the packaged fruit juices market in India. They come in Tetrapaks of one litre and PET bottles of 500 ml and one litre.

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Pepsi also markets Gatorade an energy drink for the sports personnel which is a sugar-free Diet Pepsi. Parle Agros Frooti Frooti from Parle Agro is the largest distributed fruit drink with 85 % market share in India. It reaches more than 10 lakh retail outlets. Coca Colas Maaza Maaza was acquired by Coca Cola India.Over the years, Maaza has become synonymous with mango.The drink became a hit with successful advertisement campaigns like "Taaza mango, maaza mango,' and 'Botal mein aam, maaza hain naam. It is available in 200 ml , 250 ml , 125 ml Tetrapak and 200 ml Tetrapak.

SWOT Analysis of company

Strengths Del Monte has a history of 120 yrs and it is among the most reputed brand internationally. Bharti and Del Monte have strong financial position, investment not a big problem. Del Monte products scores very high on quality Backward Integration- Del Monte grows its raw material, so raw material availability is even an at cheaper rates. Del Monte products are preserved only in natural preservatives. Long shelf life i.e. 18 months- 24 months make it more favorable with retailers and other vendors.

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Weaknesses Raw materials are fruits which are seasonal in nature so scarcity of raw material can be faced. Distribution Channel- Since company is new and sales is low, so distributors are apprehensive about delivering such small quantity individually, therefore deliveries are delayed. Import- Products are being imported from Philippines, so import duty and transportation cost increases overall price of products. Late entrant- Bharti Del Monte has entered into market in which around 10 players are already operating with few big and established brands, like Dabur, Tropicana etc.

External FactorsOpportunities Growing industry- Packaged Fruit juice industry in India growing at 30% and market is ever expanding there is lot of potential in market to be tapped. Competitive advantage over carbonated drink- With pesticide incident the consumer preference has shifted towards fruit drink. Wellness awareness among consumers- Today Indian consumer is very health conscious and dont mind spending extra money for a healthy product Commonwealth games 2010 will attract lot of foreign tourist in India, these people already know Del Monte brand so their presence towards same will be high. Threats Cut throat competition Global Warming- In future due to global warming the fertility of soil is expected to deteriorate, which can cause scarcity of raw material. Unstable government policies.

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Analyzing Bharti Del Monte on Basis of Ansoffs Matrix

Ansoff has proposed a useful frame work for detecting new intensive growth opportunities through a four quadrant matrix.

Through joint venture Del Monte is selling its existing product into a new market which is a Market development strategy, while Bharti has entered a new market through new products which comes under Diversification.

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Market segmentation
For a proper market strategy, the right segmentation is very important in order to identify the right target market and positioning. Nowadays a company cannot serve all customers in a market, such as fruit drinks whereby there are numerous customers and each of them does not have the same requirement. More it is too costly and require too much of resources. Nowadays mass marketing is very difficult due to many competitions, a large number of consumers, limited resources and numerous communication and distribution channel such as television, radio, internet marketing and kiosk marketing. Thus companies have turn to Micro marketing based on niche, region and individual and market segment. Before starting segmentation of the market, we must range the consumers in a way that will be easy to target. In a market, no consumers have the same preference. preferences that are involved in the market: Homogenous preferences, where all consumers tend to have roughly the same needs. Diffused preference, whereby all consumers are scattered in terms of their preference having different and non-similar needs. LEARNING EXPERIENCE IT was the remarkable experience, in terms of corporate exposure with regard to the organisation as a whole. Those 8 week were really fruitful for me as gather in practical exposure in the field of marketing. Companys (ASM) Mr. Vijay Kumar and marketing manager Mr. Nithin rajagopal sir had provided me the opportunity to understand the working environment of the corporate and the field tasks relating to availability of products in different general and modern trade outlets in Jayanagar, Bangalore, as a result of which I was kept updated about the market latest development. This exposure helped me to gain knowledge in the organization along with the practical knowledge about the overall function of the firm. It has given me an opportunity to study the consumer behavior to tackle different situation which I will be facing in the mere future of my professional life. While I was doing the project in the company I was able to relate the practical implication of the theoretical concepts that I have studied in the classrooms. Hence I had learnt how to
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get my work done on time in the firm. In the way of preparing the report, when I was doing the consumer survey I had been learnt different moral values i.e. how to be patient in life which is a key for success in real life. On the first day I was introduced with Mr. Vijay Kumar and greeted well by my guide. For nearly two weeks I was asked to check the product availability of Del Monte in Jayanagar. It helped me a lot to understand the entire demand and supply of the product. From third week onwards, I had started preparing my questionnaire for consumer survey. During the training period, I visited grocery shops, bakeries, outlets of Jayanagar and record the availability of Del Monte products.

Conclusion- At Jayanagar I visited approximately 90 shops in which only 25 outlets

which had Del Monte products and some shop just told me that they know about Del Monte brand but they were not selling it because the company did not have any sales man who provides the Del Monte product from the company to their stores. That is why there was some problem in distribution channel of the company. In the fourth week I was sent to Big Bazaar to check the consumer behavior towards Del Monte fruit drinks and to do interaction with the consumer and to get knowledge about sales of the Del Monte fruits drinks.

Conclusion
Del Monte provided their fruit drinks in canned(240ml of Rs 25) and in pet bottle(500ml of Rs28) only but in market there are many competitors which provided fruits drinks in pet, tetra pack, and in bottle. In Big Bazaar when I communicate with the people I came to know that most of the people are not aware about the Del Monte Brand. and consumer prefer more to buy tetra pack fruit drinks of (200ml,1 litre).because competitors are provide the tetra pack fruits drinks at low cost to the consumer so thats why its demand is more in market. Finally I would like to conclude that this training period provided me a valuable opportunity to understand the consumer buying behavior.

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Analysis and Interpretation

Do you know about Del Monte fruit drinks?
60 44 40 20 0 yes no Series1 56

INTERPRETATION This graph showing that only 44 consumer aware about Del Monte fruit drinks. And 56 were unaware about the fruit drinks. Which depict that consumer is not much more aware about fruit drinks. Q2. How do you know about Del Monte fruit drinks?
16 14 12 10 8 6 4 2 0 15 12 11

Series1

advertisement

friend

retail shop

sales promoter

INTERPRETATION As per the graph show that 15 people are come to know about the brand through advertisement, and 12 are come to know through the retail shop and 11 consumer through the sales promoter.

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Q3. Do you prefer cans, tetra pack or bottle of fruit drinks?

25 20 15 10 10 5 0 can tetra pack bottles 12 Series1 22

INTERPRETATION

The above graph show that 22 consumer prefer tetra pack fruit drinks rather than can fruit drinks and bottles.

Q4.what are the factors which influencing the buying behaviour of Del Monte fruit drinks?
20 15 15 10 5 0 taste quality brand name price 9 7 Series1 13

INTERPRETATION As per the above graph 15 of consumer prefer Del Monte fruit drinks due to the taste. 13 and 9 people prefer due to brand name and quality of the product.

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Which factors are more responsible for purchasing the other brand of fruit drinks?
25 20 15 15 10 5 0 price of the quality of product the product brand name different flavour 8 12 Series1 21

Brand name 21, Different flavour-12 Quality - 15, Price- 8

Interpretation
From the above bar graph it is clear that consumers are more satisfy with the brand name in comparison to price. Quality and availability of fruit drink in different flavor is also one of the major factor .

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FINDINGS AND CONCLUSION

Brand is one of the major factors for influencing purchase of fruit drinks. Del Monte should work on brand awareness. Being a new company in India, brand awareness of Del Monte is low in Jayanagar. Factors which influences buying decision of Del Monte fruit drinks are: brand name, quality, price and availability of fruit drink in tetra pack .in the market. As far as quality factor is concerned the taste of the product is highly important along with number of flavors of fruit drinks so company should offered different flavor of fruit drinks. Today people prefer to use branded product either it is associated with fruit drink or any grocery item. Various brand like PepsiCo or Dabur, Sil, provide tetra pack fruit drink as well as in bottle so people prefer to use. Consumer prefer different flavor of fruit drink as well as in Big Bazaar consumer prefer tetra pack for the purchase of fruit drinks as most of the buying is done for family usages and consumers are very much health conscious for their family. The most preferred flavors of Del Monte have important key products like four seasons, mango splash and orange.

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SUGGESTION AND RECOMMENDATION

I would recommend the company should introduce new flavors like grapes, apple, orange, guava,litchi, etc. As per the survey report consumer generally prefers tetra pack fruit drinks so as the product should come in tetra pack as soon as possible. Again it should have to update its advertisement of TV according to the changing market demand and compete with its competitors. As the major competitors are national brand, so as to survive in the market it should strength its domestic media for promotion like the local news paper or it should associates its name with some local events by sponsoring the event. The feedback of the retailer should be collected regularly so that the companies could come to know that where they are standing.

BOBLIOGRAPHY

http://www.indiaonestop.com/foodprocessing.htm http://www.indianfoodindustry.net/ http://www.ibef.org/industry/foodindustry.aspx Kotler, Keller, Koshy & Jha, Marketing Management, 13th edition, Pearson Education Asia www.fieldfresh.in

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QUESTIONNAIRE SURVEY ON FACTORS INFLUENCING BUYING BEHAVIOUR OF DEL MONTE FRUIT DRINKS 1. PERSONAL INFORMATION Name Age* Less than 15 Yrs 26-30 Yrs Profession* Student House maker 15-20 Yrs 31-40 Yrs Businessman Gender * Male 21-26 Yrs More than 40 yrs Service Female

other...........................

2. A) Do you know about Del Monte fruit drinks? YES NO

b) How do you come to know about this product? Advertisement Sales promoter Friends Retail shop

Any other (please Specify).......................

3. Do you prefer cans, tetra pack or bottle of fruit drinks? Can Tetra pack Bottles

4. IF you are a customer of Del Monte fruit drinks, how long have you been buying it? Less than 6 months More than 2 year 0-1 year 1-2 years

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5. Do advertisement of Del Monte fruit drinks influence your buying decision? 1. MOST INFLUENTIAL 4.STRONGLE DISAGREE 2. AGREE 3.DISAGREE

5. LEAST INFLUENTIAL

6. Please mark the following factors which influence your buying decision of Del Monte fruit drinks.

s. no 1 2 3 4

Factors taste of the product Quality of the product Brand name of the product Price

( Tick )

7. Which factors are more responsible for purchasing the other brand of fruit

drinks?

S.No 1 2 3 4

Factor Price of the product Quality of the product Brand name of the company Different flavor

( tick )

9. In case you do not get Del Monte fruit drinks, which other drink will be a perfect substitute for satisfying your requirement? Please name the fruit drinks. .. 10. Any suggestions for improving upon Del Monte fruit drinks. .
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