33835101 Health Care Project

8/14/2019 33835101 Health Care Project

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4eclaration

I declare that the project entitled A ST-42 ON A HEA0TH CARE PRO4-CTS

(Conducted on behalf of COS!M"# $"%&VIO!#) under the guidance of %r& 5i$hyat

Sin6hal 7Sr. Lecturer)'ubitted in partial fulfillent of the reuireent for the a*ard of the

degree of %aster of Business Administration to -ttar Pradesh Technical -niversity3

0uc$nowi' y original *ork + carried out during The Session 20103 and not 'ubitted for

the a*ard of any other degree, diploa, fello*'hip or other 'iilar or pri-e to any other

in'titute, organi-ation or unier'ity by any other per'on.

Pulkit Mittal

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Ac$nowled6ement

In preparation of thi' report by e, I feel great plea'ure becau'e it gie' e e0ten'ie

practical kno*ledge in y career. I get idea about %ealth Care Indu'try by thi' project.

I a thankful to Mr. Vikhyat Singhal (Sr. Lecturer) for hi' aluable in'piration and guidance

proided e throughout the cour'e of thi' project. %e ha' patience and critically gone

through the 'ubject atter.

I *ould like to take opportunity to e0pre'' y gratitude to*ard' all of the *ho hae

contributed directly or indirectly in y project *ork.

&t la't I *ould like to e0tend y deep 'en'e of gratitude to y friend', colleague' and each

indiidual *ho directly or indirectly help e during the project *ork.

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Ta!le of Contents "#

. E8ecutive summary333333.333333333333.45

)& Research O!9ective333333333333333333..6

,& 0iterature Review 333333333333333333....24

:& Research %ethodolo6y 33333333333333333/1

;& 4ata Analysis < .nter=retation3333333333333.../7

>& Conclusion33333333333333333333..3...76

+& Su66estions or Recommendations333333333333..84

(& 0imitations33333333333.............................................82

*& Bi!lio6ra=hy333333333333333333333...81

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E8ecutive Summary

Consumer Behaviour"#

4efinition" 9he official definition of con'uer behaiour i' gien by the &erican

Marketing &''ociation a': the dynaic interaction of the affect and cognition, the behaiour

and enironent through *hich people carry out tran'action' in their life.

Con'uer behaiour reflect' con'uer'; deci'ion' *ith re'pect to:

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the acui'ition, con'uption, and di'po'ition

of good' and 'erice', tie, and idea'

$y (huan) deci'ion aking (oer tie).

(euen', Con'uer $ehaiour, ???)

Con'uer receie' 'tiuli *hich affect on hi' con'uing behaiour. 9hi' 'tiuli coe'

fro:

9he financial enironent (faourable or oinou' financial condition').

9he political enironent ('oothly or foggy political 'etting).

9he technological enironent (technological progre'' or rece''ion).

9he copany;' arketing i0 a' for the product, the price, the place and the

prootion. (".g. a telei'ion aderti'ing 'pot or a handing@oer in the price of

product).

/ive#Sta6e %odel of the !uyin6 =rocess"

(Aotler ??/, p. 62)

9hi' odel iplie' that con'uer' pa'' through all fie 'tage' in buying a product. 9hi' ay

be the ca'e in high@inoling purcha'e'. In lo*@inoleent purcha'e', con'uer' ay 'kip

or reer'e 'oe of the'e 'tage'. 9hi' odel 'ho*' the full range of con'ideration' that ari'e

*hen a con'uer face a highly inoling ne* purcha'e.

9hrough the 'tudying of con'uer behaiour 'oe fundaental ue'tion' coe' abroad 'uch

a':

Bhy doe' con'uer buy a product

%o* doe' con'uer buy the product

%o* doe' con'ue' or u'e the product

%o* doe' con'uer deelop a product after buying it

%o* con'uer e0epted fro the product (or hi' packing) after it' u'age

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(euen', Con'uer $ehaiour, ???)

9ho'e ue'tion' find an'*er' through the 'tudy of the factor' that influence' con'uer;'

behaiour. 9ho'e factor' are 'eparated in four categorie': 'ocial, cultural, deographical and

p'ychological. 9ho'e factor' and it' categorie' are the follo*ing:

1. CULTURAL FACTORS

Culture: Culture (or ciili-ation) i' the highe't entity of per'onal identification *ith the

'ociety. 9he'e entitie' *ere in the pa't the nation' and could be in the future the ciili-ation'

(Be'tern, Mu'li, %indi, Chine'e). %uan behaiour i' largely learned. 9he gro*ing child

acuire' a 'et of alue', perception', preference' and behaiour' through a proce'' of

'ociali-ation inoling the faily and other education in'titution'.

Subculture: "ach culture con'i't' of 'aller 'ubculture' that proide ore 'pecific

identification and 'ociali-ation for it' eber'. Be can di'tingui'h 'eeral 'ubculture' in the

different countrie'. Be can di'tingui'h:

D ational group' (iigrant', "uropean' and non@"uropean')

D #eligiou' group' (Catholic',


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2. SOCIAL FACTORS

Social class !Social classes are relati"el# ho$o%eneous an& en&urin% &i"isions in a

societ#' (hich are hierarchicall# or&ere& an& (hose $e$bers share si$ilar "alues

interests an& beha"iour) Social classes sho( &istinct *ro&uct an& bran& *re+erences

in such areas as clothin%' ho$e +urnishin%' leisure acti"ities' auto$obiles' an& +oo&

an& be"era%es. ,-OTLR' 2000' *. 1/1

Social roles an& statuses: & per'on participate' in any group' throughout life 'uch a'

faily, club', and organi-ation'. 9he per'on;' po'ition in each group can be defined in ter'

of role and 'tatu'. & role con'i't' of the actiitie' that a per'on i' e0pected to perfor

according to the per'on' around hi or her. "ach role carrie' a 'tatu' reflecting the e'tee

accorded to it by 'ociety. #ole' and 'tatu'e' are at the 'ae tie dynaic and 'tatic

phenoena:

9hey change *ith the econoic and 'ocial progre'' (land o*ner, entrepreneur)


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Sel+5conce*t 9he picture or the perception that each indiidual ha' for hi' e0terior

appearance, hi' ental facultie', hi' character and generally 'peaking *hat concern' the

indiidual a' a 'ocial being.

Li+est#leIt e0pre''e' the alue' that an indiidual ha' in their life. It con'titute' iportant

ariable of arket 'egentation.

Moti"ation.

Perce*tion9he proce'', *ith *hich an indiidual 'elect', organi'e' and it interpret' incoe'

of inforation *ith an ai to create a rea'onable picture for the *orld.

6elie+s an& attitu&es9he total kno*ledge fro aderti'e' or other prootion energie', but

al'o per'onal e0perience', that the indiidual @ con'uer acuire' and aintain' in hi'

eory. Configuration of 'pecific belief' and attitude' for 'pecific product', 'pecific brand',

'pecific retailer', een though for 'pecific production countrie'.

4. PERSONAL FACTORS.

A%e an& li+e5c#cle sta%e"


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&ttitude to*ard 'pending and 'aing.

9o 'u up, *e can conclude that con'uer;' behaiour in interaction *ith the factor' that

influenced it can be attributed conci'ely *ith the follo*ing diagra:

Health Care Product %eanin6"


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!3ealth Care Pro&ucts are those (hich hel* the *eo*le to re5%ain their ener%# an& also

hel*+ul in $akin% their health %oo& enou%h.)

9hrough health care product', people are able to *ork effectiely and efficiently and their

iuno 'y'te *ork' better.

Consumers Behaviour towards various health care =roducts"

Hollo*ing of the'e are the ariou' health care product' related to con'uer;' need':@

?& Chyawan=rash

In chya*anpra'h the'e t*o are the leader' in the arket, and the con'uer' 'ay that *e u'e it

to a0ii-e the re'i'tance po*er of our body and to preent ariou' 'ypto' again't our

health.

)& 1lucose 4

It i' u'ed by the con'uer' to gain energy in'tantly and they beliee that they 'hould buy big@

'i-e of it becau'e a' an aerage price i' le'' and they u'e it o'tly in 'uer 'ea'on and

o't of the like >lucon@= ore in copari'on of =abur >luco'e.

,& Honey

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Con'uer' u'e it to reduce fat a' *ell a' gaining of fat, and it al'o u'ed in ariou' type' of

ayuredic edicine' and they 'ay that purcha'ing of priate brand;' honey i' better than

=abur;' %oney due to le'' price and they 'aid that *e like to purcha'e in big packaging' due

to ore con'uption.

:& Revital

#eital i' a coprehen'ie eery day food 'uppleent that ha' a balanced i0ture of

itain', ineral' and gin'eng. >in'eng i' a herbal e0tract, norally u'ed to added energy

and *ell being. #eital;' balanced i0ture rejuenate' and 'trengthen' body organ' and

help' aintain e0cellent health. 9he do'age of nece''ary nutrient' including itain' &, $

@cople0, C, = and ", ineral' and other trace eleent' coer the eery day reuireent' of

a per'on and con'uer' 'ay that they like to buy it' bottle becau'e there are /4 cap'ule' in

that and on behalf of aerage price, price i' le''.

;& Eno

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%elp reliee' up'et 'toach and the after@ effect' of too uch food, and eerybody i' a*are

by it and o't of the urban cu'toer' like to buy it' bottle due to le'' aerage price in

copari'on of 'achet.

>& Ha9mola

"a'e' condition of flatulence, Control' =y'pep'ia, Increa'e' appetite, %elp' in proper

dige'tion and reliee' indige'tion and o't con'uer' like to purcha'e it' 'achet due to le''

price and al'o ea'y to bring eery@*here.

+& Body 1row Su==lements

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&ll of the'e are the choice of the youth' *ho do the *eight@lifting.

&ll of the'e are 44 pure pharaceutical grade iproe' your u'cle'J perforance duringhigh inten'ity actiitie' 'uch a' *eight training, running and any opther aerobic or &naerobic

e0erci'e and o't of the like Creatine on fir't priority due to it' brand nae and al'o for it'

uality. Con'uer' 'ay that if you *ant to build@up your body then you u't hae the'e

'uppleent'.

(& Pudin Hara

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Mo't of the con'uer' 'ay that =abur pudin hara gie' uick relief fro 'toach ache, ga'

and indige'tion. It' i' a tru'ted fa't action reedy for 'toach di'order'.


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Hollo*ing of the'e are the ain chocolate health drink' for the children aailable in the

arket:@

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9here $ournita i' the leader of the arket and each and eery child like the'e chocolate

drink'.

Con'uer' 'ay that aong't all of the'e drink', $ournita i' be't and they purcha'e it' big

packaging due to ore con'uption and al'o adantage of econoically le'' price.

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RESEARCH

[email protected]

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O!9ectives of the Research

The main motto of the =resent study accom=lishes the followin6 o!9ectives "#

. 9o analy-e the behaior of con'uer' to*ard' ariou' %ealth@Care


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0iterature Review

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Revital as ener6y !ooster






a per'on.

Eno

%elp reliee' up'et 'toach and the after@ effect' of too uch food, and "erybody i' a*are

by it.

Ha9mola


dige'tion and reliee' indige'tion and o't con'uer' like it.

Body 1rowth Su==lements


&ll of the'e are 44 pure pharaceutical grade iproe' your u'cle'J perforance during

high inten'ity actiitie' 'uch a' *eight training, running and any opther aerobic or &naerobic

e0erci'e.

Pudin Hara


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1atorade ener6y drin$

1atoradei' a brand of flaored non@carbonated'port' drink'anufactured by the Kuaker

Oat' Copany, no* a dii'ion of


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India, the *orld;' large't alt@ba'ed drink' arket, account' for 22 of the *orld;' retail

olue 'ale'. 9he'e drink' are traditionally con'ued a' ilk 'ub'titute' and arketed a' a

nutritiou' drink, ainly con'ued by the old, the young and the 'ick.

9he %ealth food drink' category con'i't' of *hite drink' and bro*n drink'. South and "a't

India are large arket' for the'e drink', accounting for the large't proportion of all India

'ale'. 9he total arket i' placed at about ?4,444 ton and i' e'tiated to be gro*ing at about

1. 9he'e Malt beerage', though, are 'till an urban phenoenon.

Bhite drink' account for alo't t*o@third' of the arket. >SA Con'uer %ealthcare i' the

arket leader in the *hite alt beerage' category *ith a 74.8 oerall arket 'hare.

%ein-;' Coplan coe' in 'econd (in thi' 'egent, third oerall) *ith a arket 'hare of 2@

/. Market leader >SA al'o o*n' other brand' 'uch a' $oo't, Maltoa and Via.

Currently, bro*n drink' (*hich are cocoa@ba'ed) continue to gro* at the e0pen'e of *hite

drink' like %orlick' and Coplan. 9he 'hare of bro*n drink' ha' increa'ed fro about /2

to /5 oer the la't fie year'. Cadbury;' $ournita i' the leader in the bro*n drink 'egent

*ith a arket 'hare of around 5.

Other 'ignificant player' are e'tl;' Milo and >CMMH;' utraul.

India i' a big country *ith 26 'tate', oer one billion people and 24 dialect'language'.

Hro the arket per'pectie, people of India copri'e different 'egent' of con'uer',

ba'ed on cla'', 'tatu', and incoe.

&n iportant and recent deelopent in India;' con'ueri' i' the eergence of the rural

arket for 'eeral ba'ic con'uer good'. 9hree@fourth' of India;' population lie' in rural

area', and contribute one@third of the national incoe. 9hi' rural population i' 'pread all oer

India, in clo'e to 4.7 illion illage'.

India i' a lucratie arket een though the per capita incoe in India i' lo* and it reain' a

huge arket, een for co'tly product'.

&ong the total 71.6 illion hou'ehold' in India, 64.8 illion hou'ehold' coe' under lo*

incoe group ( NI# 24,444 ), follo*ed by 54.1 illion lo*er iddle incoe hou'ehold'

( I# 24,444 to I# 14,444), ?.8 illion iddle incoe group (I# 14,444 to I#

54,444 ), 6.2 illion upper iddle incoe group (I# 54,444 to I# 64,444 ) and 5.6

illion high incoe group (I# 64,444).

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Characteristics of the .ndian Consumer Behaviour

9he Indian con'uer' are noted for the high degree of alue orientation. Such

orientation to alue ha' labeled Indian' a' one of the o't di'cerning con'uer' in the

*orld. "en, lu0ury brand' hae to de'ign a uniue pricing 'trategy in order to get a

foothold in the Indian arket.

Indian con'uer' hae a high degree of faily orientation. 9hi' orientation in fact,

e0tend' to the e0tended faily and friend' a' *ell. $rand' *ith identitie' that 'upport

faily alue' tend to be popular and accepted ea'ily in the Indian arket.

Indian con'uer' are al'o a''ociated *ith alue' of nurturing, care and affection.

9he'e alue' are far ore doinant that alue' of abition and achieeent.


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4ifferent Se6ments of .ndian Consumers

?& The Socialites "# Socialite' belong to the upper cla''. 9hey prefer to 'hop in 'pecialty

'tore', go to club' on *eekend', and 'pend a good aount on lu0ury good'. 9hey are al*ay'

looking for 'oething different. 9hey are the darling' of e0clu'ie e'tabli'hent'. 9hey go

for high alue, e0clu'ie product'. Socialite' are al'o ery brand con'ciou' and *ould go

only for the be't kno*n in the arket.

)& The Conservatives"# 9he Con'eratie' belong to the iddle cla''. 9he con'eratie

'egent i' the reflection of the true Indian culture. 9hey are traditional in their outlook,

cautiou' in their approach to*ard' purcha'e', 'pend ore tie *ith faily than in partyingand focu' ore on 'aing' than 'pending. Slo* in deci'ion aking, they 'eek a lot of

inforation before aking any purcha'e. 9hey look for durability and functionality but at the

'ae tie are al'o iage con'ciou'.

9hey prefer high alue con'uer product', but often hae to 'ettle for the ore affordable

one. 9he'e habit' in turn affect their purcha'ing habit' *here they are trying to go for the

iddle and upper iddle leel priced product'.

,& The wor$in6 omen"# 9he *orking *oan 'egent i' the one, *hich ha' 'een a

treendou' gro*th in the late ninetie'. 9hi' 'egent ha' opened the floodgate' for the Indian

retailer'. 9he *orking *oan today ha' gro*n out of her long@'tanding iage of being the

hoeaker. 9oday, 'he i' rubbing 'houlder' *ith en, proing her'elf to be eually good, if

not better. Borking *oen hae their o*n ind in deci'ion to purcha'e the product' that

appeal to the.

Pro!lem StatementPro!lem Statement

9he project had been undertaken *ith an objectie to under'tand the cu'toer behaiour in

the F%ealth Hood =rink (%H=)G product category. 9he objectie of the 'tudy al'o included

identifying the deterinant purcha'e factor', the cu'toer 'egent' and the 'ource' of

inforation they rely on. 9he e0i'ting po'itioning of proinent brand' and the perception'

aong different 'egent' *ere al'o coered under the 'tudy. 9he brand loyalty and

'*itching *ere al'o 'tudied. 9he brand per'onality *a' al'o 'tudied a' a part of the project.

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Nutrition .n .ndiaNutrition .n .ndia

&fter 1 year' of age, a childJ' energy need' per kilogra of body*eight are decrea'ing but

the actual aount of energy (calorie') reuired increa'e', a' the child get' older. Hro 5

year' to adole'cence, there i' a period of 'lo* but 'teady gro*th. =ietary intake' of 'oechildren ay be le'' than recoended for iron, calciu, itain' & and = and itain C,

although in o't ca'e' @a' long a' the energy and protein intake' are adeuate and a ariety

of food', including fruit and egetable', are eaten@ deficiencie' are unlikely.

#egular eal' and healthy 'nack'that include carbohydrate@rich food', fruit' and egetable',

dairy product', lean eat', fi'h, poultry, egg', legue' and nut' 'hould contribute to proper

gro*th and deelopent *ithout 'upplying e0ce''ie energy to the diet.

Children need to drink plenty of fluid', e'pecially if it i' hot or they are phy'ically actie.

Bater i' obiou'ly a good 'ource of liuid and 'upplie' fluid *ithout calorie'. Variety i'

iportant in childrenJ' diet' and other 'ource' of fluid 'uch a' ilk and ilk drink', fruit

juice' can al'o be cho'en to proide needed fluid'.

In India, each State i' practically euialent to a country *ith it' 'pecific 'ocio@econoic

leel, different ethnic group', food habit', health infra'tructure' and counication facilitie'.

9hu', the nutritional 'tatu' of the population 'ho*' 'ignificant ariation bet*een 'tate' 'ince

it re'ult' fro a arying cobination of factor'.

In the la't 24 year', there ha' been an iproeent in the nutritional 'tatu' of the Indian

population. 9hi' iproeent re'ult' fro not only change' in food intake but al'o 'ocio@

econoic factor', increa'ed aailability of potable *ater, lo*er orbidity and iproeent

of health facilitie'.

In children under fie year' of age, the arked iproeent in nutritional 'tatu' i' 'ho*n by

the reduction of the prealence of under*eight fro 7/, in the ?85@8? period to 5/ in

the ?66@?4 period. 9he under@fie ortality rate (!5M#), an iportant indicator of the

'ocio@econoic deelopent, and health and nutritional 'tatu' of a 'ociety, declined fro

262 in ?72 to 5P in ??1. %o*eer, a ultitude of infectiou' di'ea'e' 'uch a'

re'piratory and inte'tinal infection' a' *ell a' alaria reain the ain cau'e of death in

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http://www.eufic.org/en/quickfacts/#53http://www.eufic.org/en/quickfacts/carbohydrates.htm#03http://www.eufic.org/en/quickfacts/#53http://www.eufic.org/en/quickfacts/carbohydrates.htm#03


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children under fie, *ith alnutrition being an aggraating factor. Mea'le', tetanu', typhoid

and hepatiti' are al'o freuent cau'e' of death during infancy and childhood.

In the la't 24 year', there hae been no 'ignificant change' in pattern' of dietary intake.

Cereal' reain the 'taple food in India proiding o't of the energy intake. Since the

'eentie' the con'uption of food' like pul'e', root' and tuber' ha' fallen, *hile tho'e of

other food' like 'ugar, QjaggeryQ (unrefined bro*n 'ugar), fat' and oil' and green leafy

egetable' hae 'lightly increa'ed. 9he aerage Indian diet reain' largely deficient in green

leafy egetable', eat, and fi'h, ilk and ilk product'. Moreoer, it al'o reain' deficient

in 'oe icronutrient' 'uch a' itain &, iodine and iron.

&dole'cent' *ho are undergoing rapid gro*th and deelopent are one of the nutritionally

ulnerable group' *ho hae not receied the attention they de'ere. In under@nouri'hed

children rapid gro*th during adole'cence ay increa'e the 'eerity of under@nutrition. "arly

arriage and pregnancy *ill perpetuate both aternal and child under@nutrition. &t the other

end of 'pectru aong the affluent 'egent of population, adole'cent obe'ity i' increa'ingly

becoing a proble.


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no health@guaranteeing enironent, and children 'uffer fro diarrhoeal di'ea'e', no aount

of food *ill help preent alnutrition.

Oer@nutrition, on the other hand, ean' either too any calorie' or the *rong type' of

calorie' 'uch a' 'aturated fat' or highly proce''ed 'ugar that lead to obe'ity, a'cular

di'ea'e', etc. Many deeloping countrie' hae under@nutrition and tho'e in "urope and orth

&erica hae oer@ nutrition proble'. 9here i' thi' in@bet*een category *ith countrie' like

India that 'till hae an enorou' aount of under@nutrition and 'ignificant oer@nutrition

proble'. In India, for in'tance, around 54 per cent of it' children under the age of fie are

undernouri'hed or alnouri'hed. $ut in urban area', the oer@nutrition proble i' 'hooting

up, thank' to the change in life'tyle and food habit'. &' a re'ult, health 'y'te' are under

huge 'tre''.

Bhen there i' alnutrition, there i' a higher leel of lo*er birth rate. One in three babie'

born in India *eigh 'ignificantly lo* becau'e their other' are undernouri'hed. Soe lo*@

*eight babie' die and 'oe 'urie and tho'e *ho 'urie adapt to alnutrition and 'carcity.

9hat i', the biological adaptation i' prograed to a0ii-e eery calorie the body get'.

9hi' adaptation that helped a alnouri'hed baby 'urie 'uddenly turn' out to be a al@

adaptation *hen the baby becoe' an adult. 9he adult, *ho *a' alnouri'hed in the pa't,

gain' e0tra *eight een *hen he take' only noral aount of food becau'e of the biological

adaptation.

Brand 0oyaltyBrand 0oyalty

Selling to brand loyalcu'toer' i' far le'' co'tly than conerting ne* cu'toer' (#eichheld

??7, #o'enberg and C-epiel ?6/)i. In addition, brand loyalty proide' fir' *ith

treendou' copetitie *eapon'. $rand loyal con'uer' are le'' price 'en'itie

(Ari'hnaurthi and #aj ??)ii. A strong consumer franchise gives manufacturers

leverage with retailers (Aaker 1991) 1. And, loyalty reduces the sensitivity of consumers

to marketplace offerings, which gives the firm time to respond to competitive moves

(Aaker 1991) 1. In general, brand loyalty is a reflection of brand euity, which for many

businesses is the largest single asset.

/4


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attribute'. 9hi' ha' iportant iplication', indicating that not only price, but al'o

'en'ory uality of health drink u't be con'idered in order to aintain repeated

purcha'e' by o't con'uer'.

It i' *idely accepted that con'uer acceptance of drink' i' ainly deterined by their

'en'ory perception, *hile choice i' 'trongly influenced by the perceied alue for

oney. "thical factor' are iportant in 'oe ca'e', but they ay be oer'tated.

&lthough copari'on' bet*een organic and conentional drink' hae been reported

for a range of attribute', ea'ure' of the uality of health drink' a' perceied by

con'uer' u'ing objectie 'en'ory ealuation ethod', or the releance of any

preconception' in perception hae not been 'tudied. 9hi' 'tudy aied to ine'tigate

the relation'hip of objectie uality ea'ureent' including 'en'ory attribute' and

con'uer perception of organically and conentionally produced health drink

product'.

&bout t*o third' of the con'uer' that participated in the 'urey belieed that health

drink i' good for the enironent, and 55 thought that it i' healthier. %o*eer there

*a' 'oe confu'ion relating to the u'e of pe'ticide' and cheical' in that. He*

con'uer'; di'tingui'hed health drink' by appearance or ta'te. $uyer' of health drink'

*ere ore likely to indicate that the appearance and ta'te are better, but

enironental protection *a' 'till the doinant perceied benefit. $uyer' *ho

beliee that health drink i' better al'o think that it i' e0pen'ie (pN4.45). In thi' 'tudy,

64 of the con'uer' perceied health drink' to be too e0pen'ie (1? *ere non@

buyer' and / buyer')

APPROACH TO THE PROB0E%APPROACH TO THE PROB0E%

/2


33/77

O!9ective !ehind theoretical framewor$O!9ective !ehind theoretical framewor$9he objectie of thi' re'earch i' to identify the factor' that influence a per'on into aking a

deci'ion to buy a certain brand of alt@ba'ed health drink.

&' entioned in the Literature #eie*, according to indu'try analy't', thi' category ha'

gro*n only on prootion' and for no*, e0cept for prootion', nothing 'ee' to be *orking.

9herefore, ideally, thi' re'earch 'hould be able to bring to the fore, certain other factor' that

could lead to a gro*th of thi' 'egent.

&t the ery lea't, the re'earch 'hould corroborate the e0i'ting a''uption' regarding theinfluencing factor'. It 'hould be in a po'ition to erify that the 'tep' ariou' player' are

taking to 'tiulate olue' are in the right direction, and *ould eentually lead to an

increa'e in arket 'hare.

.dentification of information needed.dentification of information needed&fter fi0ing the objectie, *e 'tarted an e0ten'ie reading on the topic. 9he ery fir't

ue'tion *e needed to clear in our ind *a': FBhat doe' %ealth Hood =rink' eanG

9herefore *e narro*ed do*n to the alt@ba'ed %ealth drink' likeBournvita and Horlicks.

9he 'ub'euent reading' helped u' under'tand the con'uer pattern' and perceied need' of

the con'uer' fro a health drink.

9he 'tudy on FCon'uer $ehaiourG thro*' light on the prealent con'uer purcha'e

influencer' like


34/77


35/77


36/77

#e'earch al*ay' 'tart' *ith a ue'tion or a proble. It' purpo'e i' to ue'tion through the

application of the 'cientific ethod. It i' a 'y'teatic and inten'ie 'tudy directed to*ard' a

ore coplete kno*ledge of the 'ubject 'tudied. Marketing re'earch i' the function *hich

link' the con'uer, cu'toer and public to the arketer through inforation@ inforation

u'ed to identify and define arketing opportunitie' and proble' generate, refine, and

ealuate arketing action', onitor arketing action', onitor arketing perforance and

iproe under'tanding of arket a' a proce''.

Marketing re'earch 'pecifie' the inforation reuired to addre'' the'e i''ue', de'ign', and

the ethod for collecting inforation, anage and ipleented the data collection proce'',

analy'e' the re'ult' and counicate the finding' and their iplication.

I prepared y project a' E8=loratory Researchtype, a' the objectie of the 'tudy deand'

the an'*er' of the ue'tion'.

The %ar$etin6 Research Process

&' arketing re'earch i' a 'y'teic and forali-ed proce'', it follo*' a certain 'euence of

re'earch action. 9he arketing proce'' ha' the follo*ing 'tep':

. Horulating the proble'

2. =eeloping objectie' of the re'earch

/. =e'igning an effectie re'earch plan

1. =ata collection techniue'

5. "aluating the data and preparing a re'earch report

%ere, in thi' re'earch I u'ed Secondary 4ata&

RESEARCH+

"R


37/77

4ata Analysis

And

.nter=retation

/8


38/77


39/77

Statement )"# Con'uer $ehaiour to*ard' Chya*anpra'h&

/?


40/77

9oday in the pre'ent 'cenario the'e t*o are the leader' in the arket.

4a!ur Chyawan=rash" =abur *ith oer 44 year' e0perience of authentic &yureda bring'

you =abur Chya*anpra'h.

=abur Chya*anpra'h ha' &la @ one of the riche't 'ource' of Vitain C, Ae'ar along *ith

18 other tru'ted ingredient'.

It ha' anti@o0idant propertie' and 'trengthen' your bodyJ' internal defence echani', the

iune 'y'te. 9hereby, protecting you fro eeryday infection', cough and cold, 'tre''

etc. In addition, it al'o enhance' your 'taina along *ith general *ell being.

Make =abur Chya*anpra'h an eeryday habit and 'ee your faily healthy and happy.

&l*ay'.

.n6redients"

"ach 44g of =abur Chya*anpra'h &*aleha(Special) i' preparedderied fro: =a'hool@

/.?64g, $ala, Mudgaparni, Ma'hapai, Aarkat'hringi, $huialaki, Eianti, uruchi, Aatchur, Mu'tak, reen@?4 g, >[email protected] g, 9il [email protected], [email protected], $an'[email protected] g,

&bhrak $ha'a(#a'tarangini)@4.66 g, Mukta'ukti


41/77

4irections"

$e't *hen taken *ith ilk.

Sona Chandi Chyawan=rash" "ai offer' 'ona chandi chya*anpra'h. Sona

chandi chya*anpra'h *a' launched by hiani in ??? po'itioned around the concept

of Q'urak'hit tan, te- diagQ.

$a'ed on year' of re'earch by hiani ayureda 'cience foundation, 'ona chandi

chya*anpra'h i' fortified *ith the 'uper po*er of gold T 'iler along *ith 52 rare

herb' T ineral'.

Scientific *ay of herb collection, late't production ethod' en'ure that the natural

goodne'' of the herb' reain pre'ered. #ich in itain' a, c, d/, calciu, iron,

protein, carbohydrate', 'ona chandi chya*anpra'h i' an e0cellent iunity builder, it

fortifie' the entire 'y'te. >old, 'iler T 'affron the prie coponent', gie 'ona

chandi a di'tinct copetitie edge. Other highly effectie herb' like brahi, haritaki,

ala, arjuna, apple juice, pippali etc. Make thi' chya*anpra'h a true Qeli0ir of lifeQ.

1


42/77

Between these ) sale of 4a!urs =roduct is more and we can see it

6ra=hically in the followin6 manner"#

Dabur Chyawanprash

(62%)

Himani Sona-ChandiChyawanprash (!%)

12


43/77

Statement , "# Con'uer behaiour to*ard' >luco'e =.

1/


44/77

4a!ur 1lucose 4"

"0tra refine, %igh grade =abur >luco'e @= enriched *ith itain @= and calciu for ea'y

a''iilation and repleni'hent of e''ential itain' and body 'alt. =abur >luco'e@= *ork a'

:@ & #epleni'he': Hor uick recoery of energy lo't due to fatigue. &n "nergi-er: &n energy

boo't for that e0tra effort that 'et' the *inner apart. & natural Choice of a *inner. &

>uardian: luco'e@ = i' a ready 'ource of energy

for the body ti''ue'. =rink =abur >luco'e@= regularly and get your'elf the po*er to *in. It i'

e'pecially good for children and 'port'en

1lucon 4"

>lucon@= *a' introduced in ?// and ha' been the category creator and doinant arket

leader eer 'ince.

>lucon@= i' a gluco'e ba'ed beerage and i' aailable in po*der for. Bith ??.1 of pure

gluco'e it i' ea'ily ab'orbed by the body and i' aailable for energy in'tantly.

>lucon@= *a' adjudged a' the 7th o't tru'ted brand in the $rand "uity Surey 2446. It

'tood at o./ aong't beerage'

>lucon@= con'uption cut' acro'' Socio "conoic Cla''e', &ge group' and geographie'

and reache' out to ore than 1 Crore %ou'ehold' today.

11


45/77

Between !oth of them consumers say that HeinDs 1lucon#4 is !etter than 4a!ur

1lucose and we can see it 6ra=hically in the followin6 manner"#

"#ucon D (6$%)

Dabur "#ucos D (&%)

15


46/77

Statement :"# Con'uer $ehaiour to*ard' %oney.

17


47/77

18


48/77

16


49/77

&ll of the'e are the ariou' 'ource' for 'ho*ing the aailability of %oney in the arket.

%oney ha' been u'ed for it' edicinal and therapeutic alue for centurie' in India. 4a!ur

.ndia 0imited saw the =otential of honey !eyond its remedial value, helping eery

hou'ehold ibibe the goodne'' of thi' natural *onder liuid in their day@to@day life

=abur %oney launched a' a food product

Large't player in the branded honey arket, coanding oer 85 of the total 'hare

#ecently launched in conenient, ea'y@to@u'e 'ue-ee pack

Hocu'ing on prooting food@led u'age

uality Advanta6e

&' the large't player in the branded honey arket, =abur ha' the back@up of *idely 'pread

'ourcing and 'tringent uality control ea'ure'4a!ur honey sourced selectively from the

Himalayas, the Nil6iris and the Sunder!ans forests

Collection proce'' follows strin6ent Fuality chec$s to en'ure een ra* unfiltered honey i'

of be't uality.

#a* honey i' filtered < cleaned of im=urities 'uch a' du't, pollen and *a0 at 'tate@of@the@art

facilitie'

"ntire proce'' i' echani-ed and untouched !y hands to en'ure hygienic condition'

=abur %oney conforms 'trictly with all statutory reFuirements of A6mar$, the P/A and

international nor' for purity

=abur %oney scored the hi6hest on the main =arameters of honey =urity in a recent analy'i'

of all Indian branded and unbranded honey

&S%CO Certification for Kuality

=abur %oney ranked J$e't $uyJ by C"#S ("0pre'' e*' Serice, &hedabad, =eceber 27)

%&CC< certification.

"ery con'uer *ant' to u'e %oney in hi' or her life for preenting any type of health di'ea'e.

1?


50/77

Seletion of =urchase decision of Honey !y Consumers"#

Dabur Hony ($5%)

'hr brands Hony

(5%)

*rom 'pn Sourcs

(5+%)

Mo't of the con'uer' like to pucha'e it in loo'e fro ariou' retail 'tore' or priate 'eller'.

&nd, the 'elling of =abur i' le'' becau'e price' are 'o uch high and o't of the con'uer'

are unable to afford it.

54


51/77

Statement ;"# Con'uer behaiour to*ard' #eital.

5


52/77

4escri=tion"






a per'on.

Revital hel=s"

Bith the help of gin'eng, itain' and ineral', #eital increa'e' the utili-ation of o0ygen in

your body to the 'tandard leel'. &' an outcoe, you *on;t e0perience the 'ituation that i'

typical to tiredne'', *eakne'' and fatigue. ou *ill, in fact, feel 'harp and actie all day

long. >in'eng ha' been actiely re'earched in different part' of the *orld *here it i' taken a'

food 'uppleent for iproing the 'trength of 'y'te' in the body.

How can Revital hel= youG

Bith the help of gin'eng, itain' and ineral', #eital increa'e' the utili-ation of o0ygen in

your body to the noral leel'. &' a re'ult, you *onJt e0perience the condition that are

tipical to tiredne'', *eakne'' and fatigue. ou *ill, in fact, feel 'harp and actie all day

long. >in'eng ha' been actiely re'earched in ariou' part' of the *orld *here it i' taken a'

food 'uppleent for iproing the itality of 'y'te' in the body.

Revital has manifold !enefits "

. It increa'e' phy'ical *ork capacity by countering fatigue and helping o0ygen tran'port to

ti''ue (for producing energy) during phy'ical e0ertion.

. It iproe' endurance, tolerance and copatibility during 'tre''ful 'tate'.

. It iproe' perforance in actiitie' *hich reuire 'kill, coordination, concentration,

learning and eory.

. It repleni'he' itain' and ineral' (e''ential con'tituent' of a balanced diet) and help'

aintain good health.

52


53/77

hat is the recommended dose of revitalG

Eu't one cap'ule a =ay.

9he intake 'hould be at the o't 2 cap'ule' a day. #eital i' copletely 'afe and can be

con'ued daily. It can be con'ued for 2@/ onth' at a 'tretch and can one' again be 'tarted

after 5@24 day'.

How should Revital !e ta$enG

#eital can be taken after the eal' any tie during the day but preferably 'hould be taken

after breakfa't. Inca'e you find it difficult to '*allo* the cap'ule *ith a liuid, you ay cut it

open, pre'' the content' on the 'poon and i0 a little ja or honey before taking it. #eital

can be taken by both ale and feale' oer 2 year' of age. #eital i' 'uitable for diabetic'

a' it doe' not contain 'ugar

hat are the =ossi!le side effects with RevitalG

#eital i' ery *ell tolerated by all adult' in recoended do'e'. If #eital i' taken on an

epty 'toach, rare 'ide effect' 'uch a' indige'tion, heartburn or nau'ea ight occur.

hen should you not ta$e RevitalG

#eital i' not indicated for treatent of any 'pecific itain or ineral deficiency a' *ell a'

during pregnancy and lactation. Indiidual' *ho are hyper'en'itie to any of the ingredient'

of #eital 'hould not take it.

How should you store RevitalG

#eital 'hould be 'tored belo* 25 degree centigrade and protected fro light and oi'ture.

5/


54/77

Com=osition"

"ach cap'ule' contain appro0iately:

>in'eng "0tract po*er (%ighly Concentrated,

'tandardi-ed >in'eng e0tract corre'ponding to

22.5 g of root to


55/77

,op# us .ia#

(52%)

Don us (4!%)

#e't 16 of the people u'e another 'ub'titute product' offered by other copanie'.

Statement >"# Option u'e by the people for 'toach pain relief bet*een "no and =abur;'


56/77

"no help reliee' up'et 'toach and the after@ effect' of too uch food, and eerybody i'

a*are by it.

=abur pudin hara gie' uick relief fro 'toachache, ga' and indige'tion. It' i' a tru'ted

fa't action reedy for 'toach di'order'.


57/77


dige'tion and reliee' indige'tionand most consumers like it.

uss ($5%)

us ohr subsiu

(!5%)

Mo't of the people u'e other 'ub'titute' by *hich 'ale of %ajola i' le''.

Statement ("#Con'uer behaiour to*ard' body gro* 'uppleent'.

58


58/77


&ll of the'e are 44 pure pharaceutical grade iproe' your u'cle'J perforance during

high inten'ity actiitie' 'uch a' *eight training, running and any opther aerobic or &naerobic

e0erci'e.

Crain (45%)

/ndura (+%)

0ody-"row (25%)

Creatine i' ore tru'ted brand aong't the con'uer *ho u'e the'e body 'uppleent'.

Statement *"# outh con'uer;' ie* to*ard' >atorade energy drink.

56


59/77

1atoradei' a brand of flaored non@carbonated'port' drink'anufactured by the Kuaker

Oat' Copany, no* a dii'ion of atorade;' le'' 'ale i' lack of con'uer;' a*arene'' and high price.

Statement ?'"# Con'uer $ehaiour to*ard' Chocolate %ealth =rink in re'pect of$ournita, %orlick', Coplan, $oo't, Milo.

5?
http://en.wikipedia.org/wiki/Carbonationhttp://en.wikipedia.org/wiki/Sports_drinkshttp://en.wikipedia.org/wiki/Quaker_Oats_Companyhttp://en.wikipedia.org/wiki/Quaker_Oats_Companyhttp://en.wikipedia.org/wiki/PepsiCohttp://en.wikipedia.org/wiki/PepsiCohttp://en.wikipedia.org/wiki/Carbohydratehttp://en.wikipedia.org/wiki/Carbohydratehttp://en.wikipedia.org/wiki/Electrolyteshttp://en.wikipedia.org/wiki/Carbonationhttp://en.wikipedia.org/wiki/Sports_drinkshttp://en.wikipedia.org/wiki/Quaker_Oats_Companyhttp://en.wikipedia.org/wiki/Quaker_Oats_Companyhttp://en.wikipedia.org/wiki/PepsiCohttp://en.wikipedia.org/wiki/Carbohydratehttp://en.wikipedia.org/wiki/Electrolytes


60/77

9here, $ournita i' the leader of the arket and each and eery child like the'e chocolate

drink'.

&ll of the'e are the ajor health drink' in chocolate aailable in the arket.

o* by the follo*ing graph *e can 'ee their hold in the arket:@

74


61/77

Comp#an (24%)

0ourn.ia (4+%)

i#o ($35%)

0oos (!35%)

Hor#ics (26%)

7


62/77

Sourc!s o" #n"or$ation in"lu!ncin% t! Purcas! &!cisionSourc!s o" #n"or$ation in"lu!ncin% t! Purcas! &!cision

a) &derti'eent

b) Children

c) =octor

d) Haily

e)


63/77

g) $rand Iage

h)


64/77

&' factor II encopa'' the palatability and brand alue of the product, it can be tered a'

0i$ea!ility&

&' factor III encopa'' the nutritional alue and colour, an indicator of uality, of the

product, it can be tered a' -tility&

&i""!r!nt Brands on Product Attribut!s&i""!r!nt Brands on Product Attribut!s

Hie ajor 'elling brand' *ere te'ted on the ariou' product attribute' entioned.

9he brand' included in the te't *ere:

a) $oo't

b) $ournita

c) Coplan

d) %orlick'

e) Milo

9he nuber of re'pondent' *ho *ere con'uing the ariou' brand' i' a' 'ho*n in the pie

chart. &' *e can ob'ere fro the graph, $ournita i' found to be the leading brand clo'ely

follo*ed by %orlick' and Coplan, *hile the other brand' do not hae a large taking fro

our 'urey.

9he re'ult' of the ariou' brand' on different attribute' are a' follo*':

a) Nourishment" %orlick' 'core' *ell aboe all the brand' a' far a' the nouri'hent

attribute of the product i' concerned. 9he 'econd brand 'urpri'ingly turn' out to be Coplan

aboe $ournita although there are not any taker' for the brand in our 'urey.

b) Colour" 9he t*o brand' *ith highe't ain 'core' are again $ournita and %orlick'. 9hi'

ean' that the dark bro*n 'hining colour of $ournita i' the o't liked.

c) Palata!ility" $ournita 'core' uch higher than other' going *ith the tradition' of

Cadbury' tradition of ta'te. 9he 'econd brand i' %orlick'.

d) Economy" $ournita 'core' the highe't on the econoy a'pect clo'ely follo*ed by

%orlick'. 9hi' ean' that the price being offered for the product i' perceied a' being

copetitie in the health food drink arket.

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65/77

e) Shelf =resence" 9he ean 'core of thi' a'pect of %orlick' i' the be't follo*ed by

$ournita. 9hi' ha' to do *ith the di'tribution of the brand' *hich appear' to be the be't for

%orlick'

f) Pac$a6in6" %orlick' and $ournita 'core again aboe the re't of the on the packaging

a'pect perception. 9hi' ay be due to the range of SA!;' aailable and al'o *ith the

different type' of packaging container' like p

g) Brand .ma6e" 9he ean 'core for brand iage i' the highe't for $ournita follo*ed by

%orlick'. 9hi' ean' the aderti'ing and iage a''ociation' *ith $ournita are ery 'trong.

h) Promotional schemes" $ournita 'core' the highe't on thi' a'pect. 9he other clo'ely

follo*ing brand %orlick' 'ee' to be lagging on thi' a'pect. $oo't on the other hand 'core'

high on thi' attribute.

9hu' *e can *ell 'ay that the arket leader' are the brand' *ho are 'coring high on all of the

aboe attribute'.

9hough the aboe analy'i' reeal' the relatie perforance of the brand' on different

paraeter', 7attribute5base& Multi 8i$ensional Scalin% ,M8S9*ould indicate the oerall

po'itioning of the'e brand'. 9he'e re'ult' are di'cu''ed hereunder.

Attribut!)Bas!d +&SAttribut!)Bas!d +&S

9he tool u'ed for thi' analy'i' i' M=SR. 9he analy'i' *a' perfored on the oerall 'aple'

a' *ell a' on the 2 'egent' indiidually 'o a' to gauge the difference in their perception'.

9he M=S on oerall 'aple 'ugge't' that

Brand Positionin6 Attri!utes

%orlick' $rand, ouri'hent, Shelf@pre'ence

$ournita, Coplan


66/77

Concerns Brand Positionin6 Attri!utes Stren6th

"conoy,

Value@for@oney

Coplan, %orlick' $rand, Shelf@pre'ence,


67/77

Brand switching

6%

2!%

5%

.r swi(ch brands

Som(ims swi(ch

brands

*r7un(#y swi(ch

brands

&nother ue'tion *hich *a' a'ked *a' that of the action *hen a retailer doe' not hae a

brand that the con'uer *ant'. 9hi' again indicate' that only about 24 + 25 of the

cu'toer' actually buy another brand *hen the de'ired brand i' not pre'ent in the 'hop. 9he

re'ult of the 'urey ($y 'econdary data) i' a' 'ho*n in the follo*ing pie chart.

Action if brand not present

5$%

2$%

2!%

"o (o ano(hr shop

0uy ano(hr brand

8s4 r(ai#r (o buy

..

Brand P!rsonalit'Brand P!rsonalit'

78


68/77

9he attribute@ba'ed M=S of the trait@brand atri0 'ugge't' that

Horlic$s < Bournvita are perceied to be Mode't;, %one't;, #eliable; T

Cheerful;. 9hu', the'e brand' can be per'onified a' a relia!le and hel=in6 friend.

Com=lan i' perceied to Sophi'ticated; thu' it can be per'onified a' a charmin63

suave and chivalrous 6entleman&

%ilo < Boostare perceied to be $old; T Spirited;. 9hu', the'e brand' can be

per'onified a' fun#lovin63 adventurous and darin6 youth.

one of the brand' i' perceied to be tough; T rugged; a' i' de'ired for a health

product.

76


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CO:CLUSIO:

&fter 'tudying the project I *ould like to conclude that:@

7?


70/77

Copany 'hould u'e the tool of aderti'ing for arketing the brand and the

product.

9he copany 'ho*' the po'itie trend in gro*th but it can be increa'ed ore if it

focu'e' on building the lo*er T iddle cla'' faily.

Con'uer' are '*itching fro one product to another due to change' in arketing

'trategie' adopted by ariou' copanie'.

Copany 'hould focu' on 'ea'onal deand of product'.

84


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Su66estions or

Recommendations

9he 'tudy ha' proided *ith the u'eful data fro the re'pondent'. 9here ha' a lot to be

recoended. Hollo*ing are the recoendation':@

8


72/77

9here i' a need for better prootion of the %ealth Care oernent 'hould ake 'oe effort' to ake people a*are about the health care

product'.


73/77

0imitations

0imitations"

8/


74/77

Soe of the difficultie' and liitation' faced by e during y training are a'

follo*':

Perce=tion of the =eo=le towards Health Care sector I


75/77

Bi!lio6ra=hy

Boo$s"#

85


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Aotler,


77/77

iii

iii

i

Documents

33835101 Health Care Project