Comparative Study Between Fruit Juice Brand With Special Context of Tropicana and Real Brand

7/31/2019 Comparative Study Between Fruit Juice Brand With Special Context of Tropicana and Real Brand

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Comparative study between fruit juice brand with special

context of Tropicana and real brand Document

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1. SUMMER TRAINING PROJECT REPORT ON Comparative study between fruitjuice brands in Dehradun city with special context of Tropicana and real fruit juice brandAT VARUN BEVERAGE LTD PEPSICO DEHRADUN IN PARTIAL FULFILLMENTOF THE REQUIREMENTS FOR THE AWARD OF DEGREE OF MASTER OFBUSINESS ADMINISTRATION M.B.A (2009-2011) UNDER THE GUIDANCE OFInternal guide Mr. Krishna gopal External guide Mr. Pavan gaur SUBMITTED BYMOHD ASHAD REG N. 10901750 SUBMITTED TO LOVELY PROFESSIONALUNIVERSITY PHAGWARA LOVELY PROFESSIOAL UNIVERSITY Page 1lo

2. DECLARATION I Mohd Ashad declaring that all the information given in this reportis correct and all the data is given by me in this report are true as far as I know. I am alsodeclaring that all the work in this report is my real work and I did not copy it from

anywhere. Mohd Ashad MBA 3rd SEM.(LPU) RT1901B43 REG N. 10901750 LOVELYPROFESSIOAL UNIVERSITY Page 2lo

3. COMPANY GUIDE CERTIFICATE This is to certify that the summer project titledComparative study between fruit juice brand in dehradun city with special context ofTropicana and Real fruit juice brand at Varun beverage Ltd.. PepsiCo is an originalwork of Mr. Mohd Ashad, student of Lovely Institute of management, Phagwara and isbeing submitted for partial fulfillment of the award of the Master of BusinessAdministration (MBA) degree of Lovely Professional University, Phagwara. The finalcompilation of the report was also done under my guidance and it has not been submittedearlier to anywhere else. Place: Dehradun Mohd Ashad Date: Regd. No. 10901750MBA Pavan Gaur (ME), PepsiCo Name & Signature of the guide LOVELY

PROFESSIOAL UNIVERSITY Page 3lo 4. CERTIFICATE OF THE INSTITUTE GUIDE This is to certify that the project titled

Comparative study between fruit juice brand in dehradun city with special context ofTropicana and Real fruit juice brand is an original work of Mr. Mohd Ashad bearingUniversity Registration Number 10901750 a student of Lovely Institute of management,Phagwara and is being submitted in partial fulfillment of the requirements for the awardof the degree of Master of Business Administration of Lovely Professional University,Phagwara. The summer project report has not been submitted earlier to this University orto any other University / Institution for the fulfillment of the requirement of a course ofstudy. . Date: Mr. Krishna Gopal Name and signature of the guide LOVELYPROFESSIOAL UNIVERSITY Page 4lo

5. ACKNOWLEDGEMENT It is great pleasure for me to express my hearty and sinceregratitude to my faculty guide, Mr. Krishna go pal (faculty of lovely professionaluniversity Punjab) under whose genuine and inspiring guidance the present piece ofinvestigation could get its present shape within such a limited range of time. I am highlythankful to Mr. BP Chauhan (territory development manager), Mr. Pavan gaur (marketingexecutive), Mr. Vishal khosla (customer executive) who guide me in the survey the areaand to management of PepsiCo for permitting me to carry out the present research work.Special thanks are also due to all the employees, customers, retailers and distributors


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related to PepsiCo company for their precious co-operation provided to the investigatorduring the period of data collection. Place: Dehradun Mohd Ashad LOVELYPROFESSIOAL UNIVERSITY Page 5lo

6. EXECUTIVE SUMMARY Comparative study between fruit juice brand in Dehraduncity with special context of Tropicana and Real fruit juice brand. At Varun beverage

limited, PEPSICO in Dehradun city (1) To study the brand awareness toward theTropicana and Real fruit juice brand. (2) To study the parameters which mostly affectwhile purchasing the Tropicana and Real Fruit juice brand. (3) To study the satisfactionlevel toward the Real and Tropicana fruit juice brand. (4) To compare the Tropicana andReal fruit juice brand. This study help to find out the strength, weakness ,opportunity, andthreats of real and Tropicana with the help of retailer and consumer . We find out theweakness of Tropicana fruit juice brand and the opportunity to increase the sale ofTropicana in dehradun city. This study is very important for PepsiCo in Dehradun city toincrease the Tropicana sale by overcoming from the threats of PepsiCo. This study iscompleted in Dehradun city and I contacted the retailer and consumer, and found out theproblem in Tropicana sale. I have selected 100 respondents from consumer group and

100 respondents from retailer group of different area of Dehradun city.I have used SPSSfor data analysis and interpretation and find many strength, weakness, opportunity andthreats of Tropicana and I gave many suggestion to increase Tropicana sale. On 14th ofJune I started my project under the guidance of Mr. BP Chauhan(TDM) /Mr.Pavan Gaur(M.E.) Dehradun. I have been allocated the area for survey in Dehradun and collect thedata. LOVELY PROFESSIOAL UNIVERSITY Page 6lo

7. CONTENT Chapter 1 Introduction Chapter 2 Objective of the study Chapter 3Review of literature Chapter 4 Research methodology Chapter 5 Data analysis and

interpretation Chapter 6 Findings Suggestion Chapter 7 Reference AnnexureLOVELY PROFESSIOAL UNIVERSITY Page 7lo

8. INTRODUCTION Fruit juice Juice is the liquid that is naturally contained in fruit orvegetable tissue. Juice is prepared by mechanically squeezing or macerating fresh fruitsor vegetables flesh without the application of heat or solvents. For example, orange juiceis the liquid extract of the fruit of the orange tree. Juice may be prepared in the homefrom fresh fruits and vegetables using a variety of hand or electric juicers. Manycommercial juices are filtered to remove fiber or pulp, but high-pulp fresh orange juice isa popular beverage. Juice may be marketed in concentrate form, sometimes frozen,requiring the user to add water to reconstitute the liquid back to its "original state".However, concentrates generally have a noticeably different taste from that of their"fresh- squeezed" counterparts. Other juices are reconstituted before packaging for retailsale. Common methods for preservation and processing of fruit juices include canning,pasteurization, freezing, evaporation and spray drying . Labeling Most nations define a

standard purity for a beverage to be considered a "fruit juice." This name is commonlyreserved for beverages that are 100% pure fruit juice. In the United Kingdom the name ofa fruit or fruits followed by juice can only legally be used to describe a product which is100% fruit juice, as required by the Fruit Juices and Fruit Nectars (England) Regulationsand the Fruit Juices & Fruit Nectars (Scotland) Regulations 2003. However a juice madeby reconstituting concentrate can be called juice. A product described as the "nectar" of afruit must contain a minimum of juice between 25% and 50% for different fruits. A juiceor nectar including concentrate must state that it does. The term "juice drink" is not


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defined in the Regulations and can be used to describe any drink which includes juice,however little. Comparable rules apply in all EU member states in their respectivelanguages. In the USA fruit juice can only legally be used to describe a product which is100% fruit juice. A blend of fruit juice(s) with other ingredients, such as high-fructosecorn syrup, is called a juice cocktail or juice drink. According to the Food and Drug

Administration (FDA), the term "nectar" is generally accepted in the U.S. and ininternational trade for a diluted juice to denote a beverage that contains fruit juice orpuree, water, and which may contain artificial sweeteners. In New Zealand and Australiaparticularly (and others) juice denotes a sweetened fruit extract, whereas nectar denotes apure fruit or vegetable extract. Fruit juice labels may be misleading, with juice companiesactively hiding the actual content. "No added sugar" is commonly printed on labels, butthe products may contain large amounts of naturally occurring sugars; however, sugarcontent is listed with other carbohydrates on labels in many countries. Some carbonatedLOVELY PROFESSIOAL UNIVERSITY Page 8lo

9. beverages, not described as fruit juice, contain fruit juice (such as Mountain Dew,which contains orange juice. Health effects Juices are often consumed for their perceived

health benefits. For example, orange juice is rich in vitamin C, folic acid, potassium, is anexcellent source of bio available antioxidant phytochemicals and significantly improvesblood lipid profiles in people affected with hypercholesterolemia .Prune juice isassociated with a digestive health benefit. Cranberry juice has long been known to helpprevent or even treat bladder infections, and it is now known that a substance incranberries prevents bacteria from binding to the bladder. The high sugar content of fruitjuices is often not realizedmany fruit juices have a higher sugar (fructose) content thansweetened soft drinks; e.g., typical grape juice has 50% more sugar than Coca Cola. Fruitjuice consumption overall in Europe, Australia, New Zealand and the USA has increasedin recent years, probably due to public perception of juices as a healthy natural source ofnutrients and increased public interest in health issues. Indeed, fruit juice intake has beenconsistently associated with reduced risk of many cancer types, might be protectiveagainst stroke and delay the onset of Alzheimers disease. The perception of fruit juice asequal in health benefit to fresh fruit has been questioned, mainly because it lacks fiberand has often been highly processed. High-fructose corn syrup, an ingredient of manyjuice cocktails, has been linked to the increased incidence of type II diabetes. Highconsumption of juice is also linked to weight gain, but fruit juice consumption inmoderate amounts can help children and adults meet daily recommendations for fruitconsumption, nutrient intake and calories. Introduction of fruit Juice Company in IndiaIndia is a market of diversity diverse with regards to incomes, price points of products,culture and preferences and a marketer has to get use to these diverse characteristics ofthe market. Drinking juice is not a part of our culture. We drink water with our meals butin the West one starts the day with breakfast and a glass of juice. Juice is to a great extentconsidered as a luxury not a necessity in our society, surely but slowly things arechanging mainly in the urban and semi urban areas, where the population is getting moreand more health conscious and are realizing the important nutrient values of fruit and aremaking them a part of their daily diet. The companies in this Rs. 100 crore industry willhave to organize various promotional activities from time to time mainly to increasesampling and to educate the consumers about packaged fruit juice that it is as pure andnutritious as fresh juice which is perceived as fresh as it is extracted in their presence i.e.


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actual or assumed .There are two main brands in this segment of noncarbonated drinkmarkets; they are Real from Dabur and Tropicana from PepsiCo. These two playerscommand around 80% market share in the organized sector. We can observe this industrygrowing and new players entering the market. In recent times we have seen the entries ofsome international brands, like Berri [Australia], Ballantyne [Australia], and Tipco

[Thailand], with the intention to strengthen their hold in India and to grow with themarket India is the second largest for foods and vegetables in the world. The totalproduction of food and vegetables is estimated to be around 148.5 million tones, out ofwhich fruit account for only 48.5 million tones and the rest 100 million tones isaccounted for by vegetables. However, the LOVELY PROFESSIOAL UNIVERSITYPage 9lo

10. fruit juice market has not been fully tapped because of poor infrastructure, poorstorage facility, and highly unorganized market, chiefly constituted by road side vendors.Consumer still prefers to buy juice from road side vendors even if juices are unhygienic.The major growth drivers in fruit juice market are, increase in health consciousnessamong consumers, increase in disposable incomes, and more sophisticated cocktail

culture. Major Player and their brands: Pepsi with its brand Tropicana. Dabur foodswith its brand Real. Coca Cola India with its brand Maaza. Leading Manufacturers ofFruit Beverages in India: Company Brand Flavours 1. Parle Agro Frooti Mango, Guava,Pineapple, Strawberry & Orange Appy Apple 2. PepsiCo Ltd. Tropicana Orange, NatureSweet, Apple, Grape Pineapple, Tomato Mixed fruit Slice Mango, Litchi, Orange &Guava. 3. Dabur Real Grape, Guava, Orange, Pineapple Tomato Mixed Fruit, Litchi,Mango. Real Active Orange, Apple 4, Godrej Foods Jumpin Orange, Apple Re Orange,Apple Xs Orange, Apple 5. Coca Cola Maaza Mango 6. BBI. II Tree Top Mango 7.Voltas Volfruit Mango 8. Hindustan Grapy Red Grapes, Litchi, etc. 9. HP Agri HPMCApple Marketing LOVELY PROFESSIOAL UNIVERSITY Page 10lo

11. 10. North East AgroMkt. Ltd. NERAMAC Pineapple 11. Kerala Milk Mkt. MilmaMango, Pineapple 12. Salstar Foods Regold Mango, Apple Mixed 13. Mohan MeakinsGold Coin Apple Juice 14. Modern Foods Rasika Mango, Guava 15. Eastern Fruit EfilMango, Litchi 16. NAFEED Nafed Apple, Mango, Processed Guava, Pineapple, orange17. Vadilal IndustriesLtd. Vadilal Mango, Pineapple, Orange 18. Himgiri Foods HimgiriMango, Pineapple, Orange 19. Lakhanpal Foods VAFA Mango, Pineapple, Orange 20.WIMCO Ltd. Sunsip Tropical Fruits Kioces 21. Tims Products TIMS Mango, Pineapple,Orange, Guava 22. BEC foods ROLZ Mango, Mixed Fruit Juices 23. TheMaharashtraInds. NOGA Pineapple Agro DevelopmentCorp. Ltd. . The above mentionedlist consists of the brands noticeable in metros and as such there are a large number ofsmall canning units scattered all over the country catering to niche markets. Industryanalysis: The Rs 100 crore packaged fruit juice market is estimated to be growing at 20%to 25% annually, with Tropicana and Real holding 40% market share each. The marketcan be categorized in terms of product content and there are three major product contentsavailable. Drinks: Juice with pulp content less than 40%, Nectars: Juice with pulpcontent between 40 - 80%, Juices: Juice with pulp content more than 80%, The cannedjuice market initially covered brands like NAFED, Noga, Midland, Gold Coin and Druk.These were fruit juices and nectars and not drinks. But they did not make a mark in theLOVELY PROFESSIOAL UNIVERSITY Page 11lo


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12. market due to reasons such as high price, unattractive packaging and lack of rightpromotion programme. Parle Agros Frooti, a mango drink, was introduced in the tetrapack in 1985 and since then has been a leader in its segment. The market has suddenlypicked up since 1994-95 and a few players have emerged as market leaders Marketsegmentation There has been no general acceptance of the product forms in the fruit

beverage market. The consumer is basically concerned if it is a fruit juice or syntheticallyconstituted product. Product segmentation, therefore, should be clearly delimited. Underthe fruit drinks the first segmentation is between real fruit drinks and synthetic drinks.

The real fruit drinks are based on natural fruit pulp or juice. The synthetic drinks aresynthetic products with fruit or other flavors. Broad taste preferences could be anotherway to define the market. The market is at present also segmented on the basis of fruitpulp content. For the purpose of segmentation, on the basis of fruit pulp content. For thepurpose of segmentation, on the basis of fruit pulp content, market can be segmented as:

Fruit juice with pulp content more than 80%. Brands falling in this category are Onjus,

Real, Tropicana, etc. Fruit Nectar with pulp content between 40% to *0%. Life and Xs

come in this category. Fruit Drinks with pulp content less than 40%. Frooti and Jumpin

are the popular brands in this category. Segmentation could also be on the basis of thebenefits provided to the consumer: One benefit could be the nutrition content it gives

to the consumer so one market could be the health-conscious segment. Second benefit

is thirst quenching, so the other segment could be those buying the drink or nectar forsatisfying the thirst. Another very broad segmentation can be on the type of situation in

which the drink or nectar is used: People who are on the move i.e. Outdoor use e.g.

those traveling. People who are using it on the breakfast table as a part of their menui.e. in-house use. Players very often choose one or more of such segmentations todifferentiate their product and target market and accordingly plan their distribution andpromotion patterns. Target Markets: The women of the house Children The teenagers In-home consumption Out of home consumption The women of the house and children

are an important influencing factor in todays scenario. As the KiwiJoos contains lots ofhealth benefits, the women who care for her family wants her family to be healthy and soare they are targeted. The children are attracted to the beautiful ads and demand for theproducts as they want to experiment things just for the sake of it or for their selfsatisfaction. The teens are the most who like to try out new and different products.Todays teens are the most health conscious and put in lots of efforts to be healthy. Soeven they are an important target audience. In- home consumption: LOVELYPROFESSIOAL UNIVERSITY Page 12lo

13. This group of people buys fruit juices for home consumption and in many case treatedas grocery item and is on the shopping list and forms an important part of their diet. Foran average Indian population juice consumption is seen as a luxury and is a very urban

phenomena as people in the urban are getting more and more health conscious andrelating and accepting juices as a healthy social drink. These people are typicallysophisticated and are exposed to the idea of healthy living and are concerned of the wellbeing of their families. Usually the lady of the house takes the buying decision but she isinfluenced by her offsprings many times to the extent of brands and flavours. One of thestrong characteristics features which is common throughout our target audience is that itis considered that juice is fresh only when it is extracted on the spot for consumptionpurpose and it is considered to be better than the packaged ones available in the market.


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This mind set will have to be changed and the customers will have to be convinced thatKiwiJoos is fresh, has all the nourishments intact and is available without the hassle ofextraction for consumption. Out of home consumption: This consumption pattern isusually observed in people who feel the need to quench their thirst, get refreshed or both.These types of people are important of Kiwi Joos as they are the people who will try the

product in small quantity and give us an in road in the home for in home consumption,which is our focus area. If this segment is satisfied then they will start personal use ofKiwiJoos and they will also act as a source of mouth - to - mouth publicity, which isconsidered to be one of the best in its kind. This segment is challenging one as there is adual pattern of consumption which mainly exists here i.e. firstly an individual decides ifhe/she would like to have a fruit juice or a substitute like carbonated soft drinks, water,flavoured milk, etc. then if he/she chooses fruit juice, they have to chose from theavailable alternatives then he makes a choice among the available brands with respect tothe perceived value and its cost. Such type of consumption is usually seen; On roads i.e.in front of the general stores, railway stations, bus stands, airports etc. Entertainmentzones like amusement parks, cinemas, parks, theaters, etc. Eating-places like restaurants,

college canteens, hotels, etc. Working places like offices, aerobics classes, gymnasiums,places of worship etc. The key to serving this segment would be to be available andvisible at points of purchase and including the person to buy, with effectivelycommunicating to them that KiwiJoos is a healthy alternative to satisfy the thirst ensuringtaste, fun and good health. It is positive that fruit juices are being perceived as anytimebeverage. Generation now is as much inclined to sipping fruit juices as colas, withteenagers driving the maximum trials. Substitute Fruit juice companies have to face a twolevel competition i.e. on the first level with the substitutes and the then the players withinthe industry. Thesip war is comprised of the following players with respect to India. Soft Drinks (both carbonated and Non- carbonated soft drinks) Soft Drinks are dividedinto carbonated and Non- carbonated drinks. While Cola, lemon and oranges arecarbonated drinks mango drinks come Noncarbonated category. Flavoured Milk(energy, N-Joy etc.) Just like fruit drinks Flavoured milk is also positioned on the healthplatform. Companies are trying to project it as a fun drink with added flavours andinnovative packaging. LOVELY PROFESSIOAL UNIVERSITY Page 13lo

14. Mineral Water Fruit drink sellers consider even mineral water as substitute to theirofferings. The main assumption is that packs ensure quality delivery. Other productsMilk by- products like buttermilk and lassi also serve as major substitutes. They competein terms of low price as well as easy availability. These drinks are also consideredimportant from the health perspective. Main Competitors :A host of brands are jostlingfor thirst space. Not just colas but beverage sand fruit juices of all hues are adorning shopshelves. From bottled iced-tea to branded chhaas, fruit-based drinks and flavoured milk,beverage makers have gone berserk with product innovation as new variants continue toflood the market. Fruit drinks are high on the swig list in summers as it is part of thehealth fad sweeping the nation. Health conscious consumers are increasingly givingaerated drinks the go by and making a beeline for fruit-based concoctions. Moreover,sporadic controversies about pesticide-infested cola drinks are said to be drivingconsumers towards fruit-based drinks as a safer alternative. That is why even existingplayers are going all out to pour out new flavours. DABUR Dabur derived from DaktarBurman is Indias largest Ayurvedic medicine manufacturer. Daburs Ayurvedic


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Specialities Division has over 260 medicines for treating a range of ailments and bodyconditions-from common cold to chronic paralysis. History The story of Dabur goes backto 1884, to a young doctor armed with a degree in medicine and a burning desire to servemankind. This young man, Dr. S.K. Burman, laid the foundations of what is today knownas Dabur India Limited. The brand name Dabur is derived from the words Da for

Daktar or Doctor and bur from Burman. From those humble beginnings, the companyhas grown into Indias leading manufacturer of consumer healthcare, personal care andfood products. Over its 125 years of existence, the Dabur brand has stood for goodnessthrough a natural lifestyle. An umbrella name for a variety of products, ranging from haircare to honey, Dabur has consistently ranked among Indias top brands. Its brands arebuilt on the foundation of trust that a Dabur offering will never cause anyone slightest ofharm. The trust levels that this brand enjoys are phenomenally high. Pharmacy CompanyDabur India Limited is the fourth largest FMCG Company in India and Dabur had aturnover of approximately US$ 750 Million (Rs. 3390.9 Crore FY 09-10) & MarketCapitalisation of over LOVELY PROFESSIOAL UNIVERSITY Page 14lo

15. US$ 3.5 Billion (Rs 15500 Crore), with brands like Dabur Amla, DaburChyawanprash, Vatika, Hajmola and Real. The company has kept an eye on newgenerations of customers with a range of products that cater to a modern lifestyle, whilemanaging not to alienate earlier generations of loyal customers.Dabur is an investorfriendly brand as its financial performance shows. The companys growth rate rose from10% to 40%. The expected growth rate for two years was two- fold. There is anabundance of information for its investors and prospective information including a dailyupdate on the share price (something that very few Indian brands do). Theres a greatsense of responsibility for investors funds on view. This is a direct extension of Dabursphilosophy of taking care of its constituents and it adds to the sense of trust for the brandoverall.The company, through Dabur Pharma Ltd. does toxicology tests and marketsayurvedic medicines in a scientific manner. They have researched new medicines whichwill find use in O.T. all over the country therein opening a new market.Dabur Foods, asubsidiary of Dabur India is expecting to grow at 25%. Its brands of juices, namely, Realand Active, together make it the market leader in the Fruit Juice Category Dabur Foodsthat was set up in 1997 has brands like Hommade, Lemoneez and Capsico in its basket.The Rs. 37 crore Dabur Foods ltd, a wholly owned subsidiary of Dabur India ltd ahs twobrands of juice in the market, they are; Real Real Active For its Real brand, Dabur isfocusing on increasing in home consumption by targeting mothers and children. It ispriced in the range of Rs. 60 to 65 [1 liter] and Rs 15 [200ml] except for Guava that issold in the range to Rs 65 to 70 and Grape that is sold for Rs. 70 to 75. Its ingredients arewater, fruit concentrate, sugar, citric acid and flavours of; Grape, Guava, Orange,Pineapple, tomato, Mixed Fruit, Litchi and Mango. The Real Active brand is targetedtowards fitness- crazy young consumers. The drink is positioned on the health plank. Itwas launched towards the end of 2002. At the same time, the company plans to positionReal Active as its premium juice brand, while Real would be targeted at consumersbelonging to socio economic categories B and C also. It contains only fruit concentrateand water. It is priced at Rs. 68 and 70. It is available in the Flavours of; Apple andorange. The company was eyeing a turnover of Rs. 60 crore in the year 2001 -02, whichis an increase of nearly 50%. According to the company it ahs seen a growth of 44% inthe financial year 2001-02 as compared to 34% in 2000- 01. The company plans to


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increase the advertising spends for the brand by nearly 40%. Today the advertising andmarketing budget for the brand by nearly Rs 8 Crore. The companys thrust is onincreasing in-home consumption therefore they are mainly targeting the mothers andchildren. However, the company has restricted its activities in the urban areas only andwishes to fully consolidate markets in the cities before looking at the small towns and

rural areas Dabur Foods claims to be the market leader in the pure juice category such asPunjab, Delhi, Haryana, etc. LOVELY PROFESSIOAL UNIVERSITY Page 15lo 16. PEPSICO PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, American

multinational corporation headquartered in Purchase, New York, with interests inmanufacturing and marketing a wide variety of carbonated and non-carbonatedbeverages, as well as salty, sweet and cereal-based snacks, and other foods. Besides thePepsi brands, the company owns the brands Quaker Oats, Gatorade, Frito-Lay, SoBe,Naked, Tropicana, Copella, Mountain Dew, Mirinda and 7 Up (outside the USA).IndraKrishnamurthy Nooyi has been the chief executive of PepsiCo since 2006. During hertime, healthier snacks have been marketed and the company is striving for a net-zeroimpact on the environment.[3] This focus on healthier foods and lifestyles is part of

Nooyis "Performance With Purpose" philosophy.Today, beverage distribution andbottling is undertaken primarily by associated companies such as The Pepsi BottlingGroup (NYSE: PBG) and Pepsi Americas (NYSE: PAS). PepsiCo is a SIC 2080(beverage) company. History Headquartered in Purchase, New York, with Research andDevelopment Headquarters in Valhalla, The Pepsi Cola Company began in 1898 by a NCPharmacist and Industrialist Caleb Bradham, but it only became known as PepsiCo whenit merged with Frito Lay in 1965. Until 1997, it also owned KFC, Pizza Hut, and TacoBell, but these fast-food restaurants were spun off into Tricon Global Restaurants, nowYum! Brands, Inc. PepsiCo purchased Tropicana in 1998, and Quaker Oats in 2001. InDecember 2005, PepsiCo surpassed Coca-Cola Company in market value for the firsttime in 112 years since both companies began to compete. PepsiCo in India PepsiCogained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This jointventure marketed and sold Lehar Pepsi until 1991, when the use of foreign brands wasallowed; PepsiCo bought out its partners and ended the joint venture in 1994. Othersclaim that firstly Pepsi was LOVELY PROFESSIOAL UNIVERSITY Page 16lo

17. banned from import in India, in 1970, for having refused to release the list of itsingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortlyafterwards. These controversies are a reminder of "Indias sometimes acrimoniousrelationship with huge multinational companies." Indeed, some argue that PepsiCo andThe Coca-Cola Company have "been major targets in part because they are well-knownforeign companies that draw plenty of attention." In 2003, the Centre for Science andEnvironment (CSE), a non-governmental organization in New Delhi, said aerated watersproduced by soft drinks manufacturers in India, including multinational giants PepsiCoand The Coca-Cola Company, contained toxins, including lindane, DDT, malathion andchlorpyrifos pesticides that can contribute to cancer, a breakdown of the immunesystem and cause birth defects. Tested products included Coke, Pepsi, 7 Up, Mirinda,Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsis softdrink products had 36 times the level of pesticide residues permitted under EuropeanUnion regulations; Coca Colas 30 times. CSE said it had tested the same products in the


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US and found no such residues. However, this was the European standard for water, notfor other drinks. No law bans the presence of pesticides in drinks in India.The Coca-ColaCompany and PepsiCo angrily denied allegations that their products manufactured inIndia contained toxin levels far above the norms permitted in the developed world. But anIndian parliamentary committee, in 2004, backed up CSEs findings and a government-

appointed committee, is now trying to develop the worlds first pesticides standards forsoft drinks. Coke and PepsiCo opposed the move, arguing that lab tests arent reliableenough to detect minute traces of pesticides in complex drinks.As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market share of soft-drink sales in India.PepsiCo has also been accused by the Puthussery panchayat in the Palakkad district inKerala, India, of practicing "water piracy" due to its role in exploitation of ground waterresources resulting in scarcity of drinking water for the panchayats residents, who havebeen pressuring the government to close down the PepsiCo unit in the village. In 2006,the CSE again found that soda drinks, including both Pepsi and Coca-Cola, had highlevels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintainthat their drinks are safe for consumption and have published newspaper advertisements

that say pesticide levels in their products are less than those in other foods such as tea,fruit and dairy products. In the Indian state of Kerala, sale and production of Pepsi-Cola,along with other soft drinks, was banned by the state government in 2006, but this wasreversed by the Kerala High Court merely a month later. Five other Indian states haveannounced partial bans on the drinks in schools, colleges and hospitals. The Pepsioperations in India are now the part of the new Asian division of PepsiCo BeveragesInternational formed by the merger of Pepsi Cola International, Tropicana and Gatorade,the sports beverage company acquired from Quaker Oates. Earlier, India was one of theeight business division of the beverage company that used to report to PepsiCoInternational in New York directly. Now it reports to PepsiCo Beverage InternationalAsia in Hong Kong. PepsiCo Beverage International is a division of PepsiCo Inc. Thismove has been prompted by the need to give greater regional focus to new products likeTropicana and Gatorade so that they become a key element of the overall portfolio of theUS beverage major. PepsiCo Inc. is one of the worlds largest food and beveragecompanies. The companys principle businesses include: Frito Lay snacks Pepsi-Cola beverages LOVELY PROFESSIOAL UNIVERSITY Page 17lo

18. Gatorade sports drinks Tropicana juices Quaker Foods Pepsi India is alreadyworking on a strategy to launch a bevy of Gatorade products in the country by the end ofthis year. These are as follows: Gatorade Thirst Quencher Gatorade Nutrition Shake Gatorade Energy Drink Propel Fitness Water Gatorade Energy Bar It is also planningto give a major thrust to the juice business through the launch of a host of new productsunder the Tropicana brand name i.e. on the health and energy platform. PepsiCo has sofar invested around Rs. 100 Crore inn ready to drink juice segment where the companyhas two brands Tropicana & Slice. It has 14 plants in India producing fruit juices & 2 ofthem work on tetra pack. Tropicana: Tropicana entered the country in 1998. Tropicana iscurrently imported in a concentrated form, which is later reconstructed at a plant inBaramati, near Pune and vacuum packed into tetra packs after paying an import duty. Itcovers around 18 cities of India. The factor of its success is that it has a tightly controlleddistribution system on top of an equally controlled production and this in turn helps itkeep its taste constant and the company boasts of it too. Tropicana Beverage Co. recently


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announced the companys inclination towards bringing in an entire series of juices andother health drinks from its international portfolio into India in the coming years. TheTropicana brand, per se, has been positioned on thehealth platform. Pepsi also plans togive its juice brand which has seen many hurdles in the nascent and niche juice market a renewed thrust in the coming days. A price revision of the brands is also on the anvil.

Since 2001, Tropicana roped in celebrities in the field of nutrition and health to sell itsbrands. Under which they got renowned people in the field of health to recommend theirclients to use their brand. The list of names included the likes of Anjali Mukherji, SabinaSehgal Saikia and Vandana Luthra, who promote the brand, positioned as a health drink,to their upwardly mobile clientele. Even celebrity doctors and pharmacists wereincludedin its list of marketers. Tropicana is also sold through various health clubs likeTalwalkars, Personal Point, etc. in Mumbai and Delhi. In the past as a part of itspromotional activities, the company had conducted aTropicana Health Run in thecapital, slated for World Health Day, which was on April 7, 2001. Tropicana also runs aprogramme calledThe Tropicana Club under which every time one buys a pack ofTropicana heearns points which he can collect and exchange for a wide range of gifts and

also, as a member he gets unique offers, exciting gifts and interesting information onkeeping fit and looking good. The company is seen to intensify its distribution network,with a greater thrust on large institutions. Apart from retail and consumer levelpromotions, Tropicana is being promoted through health bulletins and health leaflets. Thecompany intends to continue with itsunconventional retailthrust. Apart from the20,000 to 25,000 outlets across 18 citiesthat Tropicana has a presence in, the brand isbeing placed across gymnasiums, fitness centers in 5- star hotels, coffee shops, airlines,hospitals, offices and health stores. These points of consumption are not consequential inproviding high volumes, but important from the imagery point of view. Typically, non-retail stores have been contributing 12 15 % of the brands LOVELY PROFESSIOALUNIVERSITY Page 18lo

19. sales. Tropicana evokes a high brand loyalty among health conscious middle andupper-middle class segments. The company is seeking to project itself on the healthplatform and has an ad spend of around 20% of its sales. The brands existing tagline ofTaste of Good Health has now got an extension statement of Dont forget the juice,Tropicana 100% pure fruit juice is packaged in a 200 ml slim pack [which replaces its

250 ml pack] and 1-liter in a flat pack tetra pack. The company is seen to run promotionsin coordination with its other offering like a scheme where 16 gm pack of Lays MagicMasala that comes free with a 200 ml pack of Tropicana. Worldwide, Tropicana has ahost of juice brands under its belt. Brands like Twister, Dole, Looza, Fruvita and JuiceBowl, which could find their way into the Indian market in the coming years. It hasdecided to make changes in the composition of its juices to suit the Indian taste buds.Forinstance, realizing that Indians like a sweet flavour, it decided to launch a separatesweet orange juice product specifically for the Indian market. Since it could not dilute itsjuice content, it decided to substitute part of it with grape juice to make it sweeter. Evenits launched tomato and mixed fruit juices have been altered to suit the Indian palate.Currently, in terms of market share, Tropicana is believed to trail behind rival Real(Dabur) but is not far behind and also has close to 40% market share of the estimated Rs100 crore branded juice market. Pepsi sets the pace for backward integration ofTropicana, as a first step towards backward integration for its pure juice business


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Tropicana is foraying into contact farming of citrus fruits like oranges and Keanu.Punjab- Jallowal has been chosen as the location for the project. The 3phase projectinvolving trials, nursery and contract farming, is being pursued jointly by Pepsi and thePunjab Agro Export Corporation. Through in its infancy at the moment, the project visionhowever is of about seven years. If successful, it would mean 100% localization of

orange juice and it becomingthe supply center to other regions .A present Tropicana hasthe following flavours: Orange, Nature Sweet, Apple, Grape, Pineapple, Tomato, MixedFruit. Slice: PepsiCo in 2002 poised to make deep inroads into juice drink segment inIndia with seven new variants of itsSlice brand. For the first time in companyshistory, aLitchi variant of Slice was introduced. Apart from that, a guava and Orangeflavours was also being offered. Apart from 200 ml slim line cartons priced at Rs 10each, Slice juice drinks is subsequently made available in 250 ml returnable glass bottlesas well. The company invested significantly to bolster the Slice brand in the year 2002and plans to invest heavily through the year while Slice is now available in litchi, orange,mango and Guava flavours, they are expected to be soon joined by Slice Cocktails.PepsiCo is sourcing litchis from Muzaffarpur, guavas from Karnataka and Allahabad, and

mangoes from Ratnagiri. Comparative analysis of the marketing mix of Dabur Real andPepsi Tropicana Can Dabur Real Foods put more juice in the juice market? The companywhich has turned fruit juices into a Rs 60-crore business has been turning on the taps inrecent months and it hasnt been afraid to innovate. Its heading off in untesteddirections by launching a new range called Coolers which includes traditional recipes likeAam Ka Panna (a green mango drink). It has also launched a pomegranate juice and awater melon drink. A jamun variant will soon follow. Or, look at Pepsi Foods that hasrecently launched Tropics, a new range of what are called LOVELY PROFESSIOALUNIVERSITY Page 19lo

20. nectars in the fruit juice business. Pepsi has started out with a relativelyunadventurous mango flavour but it will soon be putting guava and litchi on the shelves.If thats not enough, Pepsi Foods is also aiming at customers with more exotic tastes withan orange-apple combination and a tropical fruit fusion drink (a mix of mango, guava,pineapple, orange and apple juices). Dabur and Pepsi Foods arent the only companiesthat are moving into overdrive in the juice business. As Indians take bigger swigs thanever before of packaged juices a slew of companies are hoping to grab a share of theaction. The result is that players like Dabur Foods, Pepsi Foods, Godrej Industries FoodsDivision, Mother Dairy and even the small Ladakh Foods are betting big money on thismarket by flooding it with new fruit beverages. Its a huge market with its potentialstill to be tapped, says Sanjay Sharma, head of marketing at Dabur Foods. The resultsare on show to anyone who steps into a neighbourhood supermarket. There are now racksfilled with fruit juices, nectars and drinks (the difference lies in the pulp content juicesare 100 per cent while drinks are below 20 per cent and nectars fall in between). Theswift growth in the market is attracting newcomers like Mother Dairy which recentlylaunched the Safal brand of juices. Safal is currently available in orange, mixed fruit,grape and an orange-apple combination. Ladakh Foods, makers of the Leh Berryseabuckthorn berry drink, has now also launched an apple-peach combination juice and amixed fruit variant. Even Godrej Industries Foods Division has introduced fruit juicesunder the Xs brand (which earlier only consisted of nectars) and a soya milk fruit juicebased drink called Sofit this year. Parle Agro of Frooti and N-joi fame too is


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rumoured to be on the verge of new launches. To add to the buzz, players are nowlooking at different pack sizes and price points. New entrants are also expected to join thefray in the Rs 500-crore organised fruit beverage market (nectars, drinks and juicescombined). One newcomer is likely to be Ahmedabad-based Pioma Industries makersof the Rasna brand of soft drink concentrates, which test marketed a diluted mango juice

in Andhra Pradesh, but dropped the launch plan after a lacklustre response. Industryexperts predict that the company may try again either this year or the next. Whatsmaking all these players gung-ho about fruit beverages? For one, the fruit drink market(juice accounts for 30 per cent, nectar is 10 per cent and fruit drinks are 60 per cent of themarket today) has grown at a 20 per cent to 25 per cent rate. Obviously, some segmentsare doing better than others. Fruit-based milk drinks (market size Rs 20 crore to Rs 25crore) like N-joi are currently stagnating. But fruit-based soya milk, another emergingsegment reckoned to be worth about Rs 15 crore to Rs 20 crore is expected to growrapidly. Godrej, which recently launched the Sofit brand, is experimenting with thismarket for the second time. Ten years back, its soya milk brand Great Shakes failedmiserably because of its taste. LOVELY PROFESSIOAL UNIVERSITY Page 20lo

21. But its not just the health fad that has led to the growth spurt. Cola sales felldramatically after the pesticide controversy and this seems to have benefited the fruitbeverage industry. POSITIONING OF THE FRUIT JUICE AS A HEALTH PRODUCTSoft carbonated drinks (colas) grew 17 per cent in 2002 but fell 15 per cent in 2003. SaysAlaka Bhosle, marketing consultant with ad agency Percept H, Its one of the keyfactors that has led to the kind of growth that we have seen in the last year. But thisgrowth will continue since consumers are now hooked on.What also made themarket work is the fact that tetrapaks offered a solution to provide fruit juice practicallyfresh and preservative free, says M P Pusalkar, executive director & president, GodrejIndustries, Foods Division. The proliferation of supermarkets and malls in metros andmini-metros (key markets for this category), added to the growth story as well. And then

there is the income factor. The other factors that have helped are the different pack sizesthat players started offering in the last year. Tropicana launched a 500 ml pack at Rs 25compared to a one litre pack for Rs 76. Says Subroto Chattopadhyay, executive director,Pepsi Foods, These new price points and packs are aimed at getting more consumers totry the new product, and in turn increase the consumer base. All of this has resulted inincreased in-home consumption of juices which has gone up from 30 per cent three yearsbackto almost 80 per cent today. Says Daburs Sharma, Consumers perceive this asthe next best thing to having a fresh fruit. Convenience is no longer the selling point, the

naturalness is. Everyone now has big plans for the future. Dabur, which currently has a55 per cent market share, wants to launch more Indian fruits and even fruit and vegetablejuice combinations in the near future. It is also trying to bring down prices. So, it haslaunched Coolers 15 per cent cheaper than Real because it has a lower pulp content. Andby setting up a food processing plant in Siliguri, West Bengal, Sharma says Dabur willsource fruits directly from farmers and cut down raw material or pulp costs whichcomprise almost 30 per cent of the finished product. Similarly, other players like Godrejare also looking at launching new variants including combinations by year end. ParleAgro, which has been experimenting with sugarcane juice for sometime now, haslaunched mango Frooti in 65 ml packs in Pune, Gurgaon and Mumbai for Rs 5. A yearback, it extended the Frooti brand into pineapple and orange variants as well as launching


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it in 250 ml and one litre PET bottles. Pepsis Tropicana has tied up with equestriansports and polo clubs to build bridges with the well-heeled young adults. Its recentsampling exercise included an interactive quiz reaching out to 200,000 students from 150schools in Delhi. But the big issue is that they are all playing with the same fruits. It hasto be seen how longconsumers can sip the same concoctions. RETAIL PRICING OF

PEPSI TROPICANA VIS A VIS OTHER SIMILAR PRODUCTS LOVELYPROFESSIOAL UNIVERSITY Page 21lo 22. The details about the product follows in the order Product Name, Unit, MRP, Our

Price: JUICE TROPICANA NATURE SWEET (ORANGE & GRAPE) 250ML 16.0015.68 JUICE TROPICANA PINEAPPLE 250ML 16.00 15.68 JUICE TROPICANAORANGE 250ML 16.00 15.00 DRINK GODREJ XS LITCHI PULP 250 ML 15.0014.70 DRINK GODREJ XS MANGO PULP 250ML 15.00 14.70 JUICE REAL MIXFRUIT 200 ML 15.00 14.50 JUICE TROPICANA APPLE 200 ML 15.00 14.50 JUICETROPICANA NATURE SWEET (ORANGE & GRAPE) 200 ML 14.00 13.70 JUICETROPICANA ORANGE 200 ML 14.00 13.70 JUICE REAL ORANGE 200 ML 13.0012.75 LOVELY PROFESSIOAL UNIVERSITY Page 22lo

23. OBJECTIVE OF THE STUDY (1) To study the brand awareness toward theTropicana and Real fruit juice brand. (2) To study the parameters which mostly affectwhile purchasing the Tropicana and Real? Fruit juice brand. (3) To study the satisfactionlevel toward the Real and Tropicana fruit juice brand. (4) To compare the Tropicana andReal fruit juice brand. LOVELY PROFESSIOAL UNIVERSITY Page 23lo

24. REVIEW OF LITERATURE Uwe Faesel, Roy (1995) Examines the development ofPolands fruit industry up to 1990, followed by the situation since that year, in whichlegislative reforms were introduced, mainly to break up state monopolies and to privatizestate assets. Analyses the Polish fruit industry in the light of the resultant shift from asellers to a buyers market, discussing the grower, wholesaling, processing and exportingsectors, and finally the role of marketing in exporting. Conducts a SWOT analysis of theindustry, as a result of which makes recommendations for: increasing growers influenceon exports; introducing a new wholesale marketing system; improving processingequipment; rationalizing exportprocedures to the advantage of domestic competition.Sees the current transport and communication set-ups as significant problems. Concludesthat, although the temptation is to follow the capitalist route and opt for the smallerenterprise as an exporting unit, the old Communist-style large state enterprise is still theideal vehicle for selling fruit of Polands calibre abroad. Nigel Poole, Laura (1996)Reports on research into the level of consumer awareness of the attributes of citrus fruit.Claims it is necessary to convert consumer attitudes towards healthy eating intoappropriate consumer behaviour. Hypothesizes that consumer knowledge of someimportant attributes of fruit and vegetable products is low, and that better informedconsumers might make better informed purchasing decisions. Describes the methodologyand results of the survey which finds evidence that consumers are largely ill- informedabout the attributes of the citrus fruit that they purchase. David Hughes (1996) Notes thatfresh fruit consumption in the UK is low, relative to most other EU countries, and static.Also that fruits which can be grown commercially in the UK, such as apples andstrawberries, show a declining trend. Observes that in an increasingly competitivemarket-place, fresh fruit does not meet the evolving wants of key consumer groups.concludes fruit marketing organizations must invest in research and development to


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produce strong consumer-orientated proprietary products and, then, provide them withthe promotional support that premium products warrant if they are to survive and prosperin markets which will come under increasing competitive pressure in the next decade andcentury. Rosemary Duff (1999) This paper discusses the findings of a market researchprogramme carried out by SMRC ChildWise on behalf of Tetra Pak UK Ltd, examining

use of and attitudes to soft drinks among children and mothers. This is a product field ofincreasing interest to children as they grow, and their appreciation develops from beingtotally product-focused, to include packaging and then brand considerations. The researchexamined behaviour across the key drinking occasions that make up the childs day,looking in detail at drinks consumed at school. It is at school that a childs freedom ofchoice develops, and awareness of peer group influences becomes increasingly important.Children are highly receptive to new brands and flavours, but also demand professionalpackaging and promotional input for brands to be credible. Younger children appreciatehaving their own individual carton with a straw but, for older boys, a can is preferred,whilst girls like the practicalities of resealable bottles. Alistair Mowat, Ray Collins(1999)Supply chains in new and emerging agricultural industries typically lack

information linking product quality with consumer behaviour. This case study of theemerging persimmon industry in Australia and New Zealand demonstrates how adoptinga supply chain orientation LOVELY PROFESSIOAL UNIVERSITY Page 24lo

25. can address this situation. Assessing and modelling consumer response to productquality provides information that demonstrates to supply chain stakeholders how betterproduct quality management can improve the performance of the whole chain. Emergingfruit industries, therefore, have more incentive to adopt a supply chain orientation if theyunderstand quality- related factors that drive consumer satisfaction and repeat buyingbehaviour. Soyeon Shim, Kenneth Gehrt, Sherry Lotz (2001)Examines the Japanese fruitmarket, which, as a result of production and distribution factors, represents a viable targetfor fruit exporters around the world. The study provides guidance for fruit exporters byidentifying three fruit-specific segments based on fruit-specific lifestyle factors. Theprocess of identifying the lifestyle factors relies on a cross-culturally validated theoreticalframework developed within the context of food consumption. Cluster analysis is used toidentify the segments: creative/highly involved; practical/moderately involved, andaesthetic/uninvolved. These three segments of the everyday fruit consumption market arecharacterized in terms of fruit shopping, fruit consumption, and socioeconomic factors.The creative/highly involved segment, older and more traditional, represents todaysheavy-consumer of fruit in Japan, followed closely by the practical/moderately involvedsegment. Although the aesthetic/uninvolved segment is composed of relatively lightconsumers, its demographics suggest that exporters need to develop this segment in orderto succeed in this market. Michael S. Donaldson (2001)Reports the results of a survey offollowers of the mostly raw, pure vegetarian, Hallelujah diet, which is promoted by theHallelujah Acres Foundation in the USA. Seven-day semi-quantitative dietary recordskept by 141 followers of the diet were collected and analyzed for nutrient intake. Claimsself-reported improvements in health and quality of life after adoption of the diet weresignificant (p < 1E-07). Mean daily consumption of fruits and vegetables was 6.6servings and 11.4 servings, respectively. Salads, fruits, carrot juice and grain productsprovided 60-88 per cent of most nutrients. The mean energy intake was 1,460kcal/day forwomen and 1,830kcal/day for men. Claims that, with some modifications, this diet


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pattern allows people to adopt a low calorie diet sufficient in most nutrients. Srini S.Srinivasan, Brian D. (2002) Previous researchers have established that brand names areimportant in determining perceptions of brand quality and attitude towards the product. Inthis research we investigate the role of brand name in shaping consumers evaluation ofsearch, experience, and credence attributes. The findings confirm that, prior to trial, brand

name increases consumers perception of experience and credence attribute performanceevaluations. However, prior to trial, brand name is found not to affect consumersperception of search attributes. Trial of the brand is found to reduce (and not eliminate)the advantage branded products have in enhancing consumers perception of experienceand credence attributes. Kenneth C. Gehrt, Soyeon Shim (2003) The study demonstratesthe viability of situational segmentation in a market outside the USA. A number ofsituational segmentation studies in the USA have examined the snacking market. Thisstudy examines situational segmentation opportunities in the context of the Japanesesnacking market. The study attempts to delineate a situationally-defined market structurefor a broadly defined array of snack products. This is done by characterizing 18 snacks interms of pertinent situational factors via dummy variable regression analysis; and

grouping the snacks in terms of the similarity of their situational characterizations viacluster analysis. The study reveals four multi-product snack segments, including solitarysnacking cluster, socializing ensemble cluster, high gravity socialization cluster, andmorning home snack. The results show that situational segmentation is as effective incomplementing more traditional segmentation approaches in Japan as it is in the USA.S.O. Aroyeun (2004) Cashew apple was used as a nutritional additive in the production ofLOVELY PROFESSIOAL UNIVERSITY Page 25lo

26. yogurt. The yogurt so produced (CAY-A) had a higher vitamin C content of53.70g/100ml than both samples B and C with values 14.1/100ml and 19.2g/100ml ofvitamin C respectively. The cashew apple fortified yogurt was evaluated forphysicochemical parameters like pH, refractive index, dpecific gravity, titratable acidity,ash, moisture, protein and fat and the values 4.10 (pH), 20 Brix soluble solid content,specific gravity 1.023, titratable acidity (0.78g/100ml lactic acid), 0.84 per cent ash, 77.0per cent moisture, 3.22 per cent protein and 3.2 per cent fat were obtained. The threeyogurts produced were presented to ten regular tasters of yogurt for sensory evaluationsusing Fan Milk yogurt as the reference sample C. Assessors were asked to identify theodd sample. This method was used to determine if ingredient substitution or some otherchange in the manufacturing process could result in a detectable difference in products.The result obtained indicated that the yogurt into which cashew apple had been addedcompared favorably with the reference sample in all the attributes evaluated and therewas no significant difference at p = 0.05.. Douglas Sorenson, Joe Bogue (2005) Theobjective of this study is to identify the optimal product design attributes for a range ofchilled probiotic orange juice beverages, and to evaluate the contribution of market-oriented research methodologies to the development and strategic marketing ofinnovative functional beverages. New product development (NPD) opportunities exist forprobiotic juice-based beverages, although functionality should not be relied on solely toleverage a competitive advantage. Dilber Ulas, H. Bader Arslan (2006) The purpose ofthis study is to present a broad view and analysis of brand switching attitudes of colaconsumers in Turkish cola market. Cola Turka, the new cola brand, has captured almostone-quarter of the market. It has the potential to create loyal consumers. Despite Coca-


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Cola preserving its dominance, Pepsi-Cola has been surpassed by this new product.Gunne Grankvist, Hans Lekedal, Maarit Marmendal (2007) The purpose of this article isto study whether preference for a product increased, or decreased, as a consequence ofinformation that the product was either eco- or fair trade labelled. An additional purposewas to investigate associations between importance attached to values and preference for

eco- and fair- trade labelled food products. No significant effects of the experimentalmanipulation were observed. Attaching greater importance to the value warmrelationships with others was associated with a more favourable rating of the taste ofboth eco- and fair-trade labelled juices. The value security was positively associatedwith an increased taste preference for the group exposed to the fair trade, but not the eco,label. Mehdi Seltene, Olivier Brunel (2008) The objective of this paper is to evaluatebrand extension from a consumer consumption perspective. The most relevant entitybecomes both the product and the choice vector. This provides a different aspect of theheterogeneity as it concerns brand extension. The results confirm the importance of theconsumption context in terms of evaluating a brand extension. The study shows that theeffects of the context fit and the typicality are more important when the category to which

the brand extension is found is sensitive to the consumption context. In contrast, theeffect of the association fit is more important when the category to which the brandextension is found is less sensitive to the consumption context. Marianela Fornerino,Franois dHauteville (2010) This experimental research seeks to offer a method formeasuring the respective product and brand contributions to the global perceived qualitydimension in the case of five brands of orange juices. Results indicate an assimilationeffect for the national brands, particularly strong with the most preferred brand, and anon-significant brand effect for the retailers brand, although both products were rated thesame in the blind evaluation LOVELY PROFESSIOAL UNIVERSITY Page 26lo

27. RESEARCH METHDOLOGY Sample data collection This survey is as conductingin the context of retailer and consumer of Tropicana and Real fruit juice in dehradun city.

Research design The research design is descriptive in nature with survey method beingused to complete the study. Because under this we already created the hypothesis and wesimply tried to find out that our taken variables of market of dehradun city Able to satisfytheir retailer and consumer. Sample technique I will use in this research randomsampling. Hypothesis formulation It is basically a presumption which researcher usewhen they do research they are two type Null Alternative Data collection The datacollection would be: PRIMARY DATA : Questionnaire SECONDARY DATA :Journals, Internet, news paper etc. Sample design Retailer and consumer of dehradun cityare including under this research and tell their satisfaction level. Sample size Sample sizeis going to be 100 respondents of retailer and 100 respondents of consumer. LOVELYPROFESSIOAL UNIVERSITY Page 27lo

28. Sample element Individual retailer and consumer are sampling element. Data sourceBoth Primary and Secondary source of data would be used .The major type ofinformation is used from primary data. Tool for data analysis We will be using theapplicable tools and techniques of SPSS as per required with time. LOVELYPROFESSIOAL UNIVERSITY Page 28lo

29. HYPOTHESIS For consumer Null hypothesis- 1) H0-Gender has no effect onconsumer satisfaction. 2) H0-Age group has no effect on consumer satisfaction. 3) H0-Quantity has no effect on consumer satisfaction. 4) H0-Preferred channel for purchasing


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has no effect on consumer satisfaction. 5) H0-Product quality has no effect on consumersatisfaction. 6) H0-Advertising has no effect on consumer satisfaction. Alternatehypothesis- 1) H1-Gender has a great effect on consumer satisfaction. 2) H1-Age grouphas a great effect on consumer satisfaction. 3) H1-Quantity has a great effect onconsumer satisfaction. 4) H1-Preferred channel for purchasing has a great effect on

consumer satisfaction. 5) H1-Product quality has a great effect on consumer satisfaction.6) H1-Advertising has a great effect on consumer satisfaction. For retailer Nullhypothesis- 7) H0-Time of selling has no effect on retailer satisfaction. 8) H0-Source ofinformation has no effect on retailer satisfaction. 9) H0-parameters have no effect onretailer satisfaction. 10) H0-Information of scheme has no effect on retailer satisfaction.11) H0-Product quality has no effect on retailer satisfaction. 12) H0-Type ofconveniences has no effect on retailer satisfaction. Alternate hypothesis- 7) H1-Time ofselling has a great effect on retailer satisfaction. 8) H1-Source of information has a greateffect on retailer satisfaction. 9) H1-parameters have a great effect on retailer satisfaction.10) H1-Information of scheme has a great effect on retailer satisfaction. 11) H1-Productquality has a great effect on retailer satisfaction. 12) H1-Type of conveniences has a great

effect on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 29lo 30. DATA ANALYSIS AND INTERPRETATION For consumer ONEWAY

CONSUMER SATISFACTION BY GENDER /MISSING ANALYSIS. /POSTHOC =SCHEFFE ALPHA (.05). ANOVA CONSUMER SATISFACTION Sum of Squares DfMean Square F Sig. Between Groups 230.670 1 230.670 11.863 .001 Within Groups1827.736 94 19.444 Total 2058.406 95 Null hypothesis Alternate hypothesis H0-genderhas no effect on consumer H1- gender has a great significance on satisfaction consumersatisfaction Interpretation: As per our null hypothesis and as per our alternate hypothesis,we applied our hypothesis formulation which came out with the following results: Onapplying ONE WAY ANOVA for checking effect of gender on consumer satisfaction ,we came up with conclusion that the significance level is less than the alpha value(.001 0.05). Thereforeaccepting NULL HYPOTHESIS due to lower significance of age group on CONSUMERsatisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 31lo

32. ONEWAY CONSUMER SATISFACTION BY QUANTITY /MISSINGANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMERSATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups 100.436 425.109 1.167 .331 Within Groups 1957.970 91 21.516 Total 2058.406 95 Null hypothesisAlternate hypothesis H0-Quantity has no effect on consumer satisfaction H1- Quantity


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has a great effect on consumer satisfaction Interpretation: As per our null hypothesis andas per our alternate hypothesis, we applied our hypothesis formulation which came outwith the following results: On applying ONE WAY ANOVA for checking effect ofquantity on consumer satisfaction , we came up with conclusion that the significancelevel is greater than the alpha value(.331 > 0.05). Therefore accepting NULL

HYPOTHESIS due to lower significance of quantity on consumer satisfaction. LOVELYPROFESSIOAL UNIVERSITY Page 32lo 33. ONEWAY CONSUMER SATISFACTION BY PREFERRED CHANNEL

/MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMERSATISFACTION Sum of Squares df Mean Square F Sig. Between Groups 100.436 425.109 2.157 .221 Within Groups 1957.970 91 21.516 Total 2058.406 95 Null hypothesisAlternate hypothesis H0-Preferred channel has no effect on consumer H1- Preferredchannel has a great effect on satisfaction consumer satisfaction Interpretation: As per ournull hypothesis and as per our alternate hypothesis, we applied our hypothesisformulation which came out with the following results: On applying ONE WAYANOVA for checking effect of Preferred channel on consumer satisfaction , we came up

with conclusion that the significance level is greater than the alpha value(.221 > 0.05).Therefore accepting NULL HYPOTHESIS due to lower significance of preferred channelon consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 33lo

34. ONEWAY CONSUMER SATISFACTION BY PRODUCT QUALITY /MISSINGANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMERSATISFACTION Sum of Squares df Mean Square F Sig. Between Groups 198.778 366.259 3.278 .024 Within Groups 1859.629 92 20.213 Total 2058.406 95 Null hypothesisAlternate hypothesis H0-product quality has no effect on consumer H1- product qualityhas a great significance on satisfaction consumer satisfaction Interpretation: As per ournull hypothesis and as per our alternate hypothesis, we applied our hypothesisformulation which came out with the following results: On applying ONE WAYANOVA for checking effect of product quality on consumer satisfaction , we came upwith conclusion that the significance level is less than the alpha value(.024 < 0.05).Therefore rejecting NULL HYPOTHESIS due to greater significance of product qualityon consumer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 34lo

35. ONEWAY CONSUMER SATISFACTION BY ADVERTISING /MISSINGANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMERSATISFACTION Sum of Squares df Mean Square F Sig. Between Groups 48.467 148.467 2.267 .136 Within Groups 2009.940 94 21.382 Total 2058.406 95 Null hypothesisAlternate hypothesis H0-advertising has no effect on consumer H1- advertising has agreat significance on satisfaction consumer satisfaction Interpretation: As per our nullhypothesis and as per our alternate hypothesis, we applied our hypothesis formulationwhich came out with the following results: On applying ONE WAY ANOVA forchecking effect of advertising on consumer satisfaction , we came up with conclusion thatthe significance level is greater than the alpha value(.136 > 0.05). Therefore acceptingNULL HYPOTHESIS due to higher significance of advertising on consumer satisfaction.LOVELY PROFESSIOAL UNIVERSITY Page 35lo

36. For retailer ONEWAY RETAILER SATISFACTION BY TIME OF SELLING/MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA RETAILERSATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups 230.670 1


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230.670 11.863 .004 Within Groups 1827.736 94 19.444 Total 2058.406 95 Nullhypothesis Alternate hypothesis H0-Time of selling has no effect on retailer H1- Time ofselling has a great effect on retailer satisfaction satisfaction Interpretation: As per our nullhypothesis and as per our alternate hypothesis, we applied our hypothesis formulationwhich came out with the following results: On applying ONE WAY ANOVA for

checking effect of Time of selling on retailer satisfaction , we came up with conclusionthat the significance level is less than the alpha value(.004 < 0.05). Therefore rejectingNULL HYPOTHESIS due to greater significance of Time of selling on retailersatisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 36lo

37. ONEWAY RETAILER SATISFACTION BY SOURCE OF INFORMATION/MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA RETAILERSATISFACTION Sum of Squares df Mean Square F Sig. Between Groups .621 1 .621.028 .772 Within Groups 2057.785 94 21.891 Total 2058.406 95 Null hypothesisAlternate hypothesis H0-Source of information has no effect on H1- Source ofinformation has a great effect on retailer satisfaction retailer satisfaction Interpretation:As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis

formulation which came out with the following results: On applying ONE WAYANOVA for checking effect of Source of information on retailer satisfaction , we cameup with conclusion that the significance level is greater than the alpha value(.772 > 0.05).Therefore accepting NULL HYPOTHESIS due to lower significance of Source ofinformation on retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 37lo

38. ONEWAY RETAILER SATISFACTION BY PARAMETERS /MISSINGANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA RETAILERSATISFACTION Sum of Squares df Mean Square F Sig. Between Groups 100.436 425.109 1.167 .323 Within Groups 1957.970 91 21.516 Total 2058.406 95 Null hypothesisAlternate hypothesis H0-Parameters has no effect on retailer satisfaction H1- Parametershas a great effect on retailer satisfaction Interpretation: As per our null hypothesis and asper our alternate hypothesis, we applied our hypothesis formulation which came out withthe following results: On applying ONE WAY ANOVA for checking effect ofparameters on retailer satisfaction , we came up with conclusion that the significancelevel is greater than the alpha value(.323 > 0.05). Therefore accepting NULLHYPOTHESIS due to lower significance of parameters on retailer satisfaction. LOVELYPROFESSIOAL UNIVERSITY Page 38lo

39. ONEWAY RETAILER SATISFACTION BY INFORMATION OF SCHEME/MISSING ANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA RETAILERSATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups 100.436 425.109 2.157 .219 Within Groups 1957.970 91 21.516 Total 2058.406 95 Null hypothesisAlternate hypothesis H0-Information of scheme has no effect on retailer H1- Informationof scheme has a great effect on satisfaction retailer satisfaction Interpretation: As per ournull hypothesis and as per our alternate hypothesis, we applied our hypothesisformulation which came out with the following results: On applying ONE WAYANOVA for checking effect of information of scheme retailer satisfaction , we came upwith conclusion that the significance level is greater than the alpha value(.219 > 0.05).Therefore accepting NULL HYPOTHESIS due to lower significance of information ofscheme retailer satisfaction. LOVELY PROFESSIOAL UNIVERSITY Page 39lo


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40. ONEWAY RETAILER SATISFACTION BY PRODUCT QUALITY /MISSINGANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMERSATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups 198.778 366.259 3.278 .035 Within Groups 1859.629 92 20.213 Total 2058.406 95 Null hypothesisAlternate hypothesis H0-product quality has no effect on retailer H1- product quality has

a great effect on retailer satisfaction satisfaction Interpretation: As per our null hypothesisand as per our alternate hypothesis, we applied our hypothesis formulation which cameout with the following results: On applying ONE WAY ANOVA for checking effect ofproduct quality on retailer satisfaction , we came up with conclusion that the significancelevel is less than the alpha value(.035 < 0.05). Therefore rejecting NULL HYPOTHESISdue to greater significance of product quality on retailer satisfaction. LOVELYPROFESSIOAL UNIVERSITY Page 40lo

41. ONEWAY RETAILER SATISFACTION BY CONVINCES /MISSINGANALYSIS. /POSTHOC = SCHEFFE ALPHA (.05). ANOVA CONSUMERSATISFACTION Sum of Squares Df Mean Square F Sig. Between Groups 48.467 148.467 2.267 .223 Within Groups 2009.940 94 21.382 Total 2058.406 95 Null hypothesis

Alternate hypothesis H0-Convinces has no effect on retailer H1- Convinces has a greatsignificance on satisfaction retailer satisfaction Interpretation: As per our null hypothesisand as per our alternate hypothesis, we applied our hypothesis formulation which cameout with the following results: On applying ONE WAY ANOVA for checking effect ofConvinces on retailer satisfaction , we came up with conclusion that the significance levelis greater than the alpha value(.223 > 0.05). Therefore accepting NULL HYPOTHESISdue to higher significance of Convinces on retailer satisfaction. LOVELYPROFESSIOAL UNIVERSITY Page 41lo

42. For consumer (1) Gender of respondents A) Male B) Female Male Female Total No.of respondents 70 30 100 Percentage 70 30 100 30% 70% INTERPRETATION:- In thisstudy 70 % male and 30% female respondents are part of my target population and theyhelp me to fulfill my questionnaire from different area of Dehradun city. LOVELYPROFESSIOAL UNIVERSITY Page 42lo

43. (2) Your age group A) Below 18 B) 18-25 C) Above 25 Below 18 18-25 Above-25Total No. of respondents 10 60 30 100 Percentage 10 120 60 100 30% 10% 60%INTERPRETATION:- In this study 10% respondents are of below 18 age ,60%respondents are between 18-25 and 30% respondents are above 25 . LOVELYPROFESSIOAL UNIVERSITY Page 43lo

44. (3) Which type of fruit juice brands you are aware mostly? A) Tropicana B) Real C)Other Tropicana Real Other Total No. of respondents 40 35 25 100 Percentage 40 35 25100 25% 40% 35% INTERPRETATION:- In this study 40% respondents are aware aboutTropicana juice,35% are aware of Real and 25 % of other. Maximum respondents areaware about Tropicana juice so Tropicana have a good awareness in Dehradun city.LOVELY PROFESSIOAL UNIVERSITY Page 44lo

45. (4) Through which medium you come to know about your preferred fruit drink? A)Hording and banners B) News paper and magazine C) TV/Radio D) Any other H.&banners N.&magazine TV/Radio Any other Total No. of respondents 30 35 20 15 100Percentage 30 35 20 15 100 15% 30% 20% % 35% Interpretation:- 35% respondentsknow their fruit juice drink through news and magazine and 30% respondents haveknowledge through hoarding and banners so I found that distributor had capture on


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hoardings and banners and news and magazines for attracting the consumer in Dehraduncity. LOVELY PROFESSIOAL UNIVERSITY Page 45lo

46. (5) For Whom do you buy fruit drink? A) Myself B) Family C) Children D) Socialoccasion Myself Family Children Socical Occasion Total N of respondents 45 25 28 2100 Percentage 45 25 28 2 100 2% 28% 25% 45% INTERPRETATION:- 45%

respondents are buy juice for their self, 28% for children ,25% for family and 2% forsocial occasion so we find that most of consumer are buying juice for himself. LOVELYPROFESSIOAL UNIVERSITY Page 46lo

47. 6) What quantity do you usually prefer to buy? A) 200-250 B) 300 C) 500ml D) 1Lt.200-250 300 500 1lt. Other No of respondents 45 12 30 13 100 Percentage 45 12 30 13100 13% 45% 30% 12% INTERPRETATION:- 45% respondents are like to buy 200-250ml. juice pack ,12% like 300ml. So small pack is selling in big number in Dehradun city.LOVELY PROFESSIOAL UNIVERSITY Page 47lo

48. (7) Rank the following drinkon the scale of 1-5 you like most A) Tropicana B) RealC) Maaza D) Slice E) Appy F) Frooti G)Mangola H) Pulpy orange I) Twister J) OtherTropicana real Mazza slice appy frooyi Mangola Pulpy twiter other o. No. of respondents

18 1 2 3 4 5 12 2 1 3 4 5 16 3 2 1 4 5 10 5 2 3 4 1 19 4 1 3 2 5 7 5 4 3 1 2 8 2 1 3 5 4 7 4 12 3 5 3 5 3 2 1 4 100 LOVELY PROFESSIOAL UNIVERSITY Page 48lo 49. INTERPRETATION:- Mostly respondents are give rank 1 to Tropicana, real ,slice,

and Maaza, rank 2 has gone to real and frooty and rank 3 is for Appy. Other give theirresponse according to their taste. So I find that Tropicana is like the most people and afterthat Real, Slice, Maaza etc. LOVELY PROFESSIOAL UNIVERSITY Page 49lo

50. (9) Which is your most preferred channel for purchasing fruit drink ? A) Retailstore/grocery store B) Super market/hyper market C) Cine plexus D) Pan shop/kiosks E)Restaurant F) Travel Retail/g.store S,market/H.market Cine Pan Rest. travel Total plexusshop/K. No. of res. 35 20 5 15 20 5 100 percentage 35 20 5 15 20 5 100 5% 20%INTERPRETATION:- Most preferred channel for consumer is retail and generalstore.35% consumer expreessed that they purchase fruit drink from retail and generalstore. Whereas 40% sales is contributed by the super market and restaurant. Rest of thesales are from cine plexus, pan shop, travel etc. LOVELY PROFESSIOALUNIVERSITY Page 50lo

51. (10) Does advertising and promotion influence your purchasing decision? A) Yes B)No Yes no Total No of respondents 65 35 100 Percentage 65 35 100 35% 65%INTERPRETATION:- According to this data 65% respondents are influencing throughadvertisement, 35% respondents are not influencing through advertising. LOVELYPROFESSIOAL UNIVERSITY Page 51lo

52. (11) How do you rate about the fruit drink brand? TROPICANA A) Very poor B)Poor C) Good D) Excellent REAL A) Very poor B) Poor C)Good D) ExcellentTROPICANA Very poor poor Good Excellent Total No of 15 20 55 10 100 respondentpercentage 15 20 55 10 100 REAL Very poor poor Good Excellent Total No of 12 22 624 100 respondent percentage 12 22 62 4 100 LOVELY PROFESSIOAL UNIVERSITYPage 52lo

53. INTERPRETATION:- 55% respondents are with Tropicana juice brand,20% acceptthat it is a poor brand but 62% agree that real is a good juice brand. some people are notagree with real juice brand. LOVELY PROFESSIOAL UNIVERSITY Page 53lo


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54. (12) Do you want any improvement in the Tropicana fruit juice brand on the basic offollowing parameters? (Tick anyone) A) Price B) No. of flavor C) Taste D) AvailabilityPRICE NO. OF TASTE AVAILABILITY TOTAL FLAVOR NO. OF 13 15 54 18 100RESPONDENT PERCENTAGE 13 15 54 18 100 INTERPRETATION:- Most of 54%respondents are wants improvement in the taste of the Tropicana juice brand. LOVELY

PROFESSIOAL UNIVERSITY Page 54lo 55. For retailer (1) Since how long you are selling fruit juice brand ? A) Less than 6

months B) 6 months -1 year C) 1 year - 2 year D) More than 2 year Less than 6 6 months-1 1 year-2 year More then 2 Total month year year No. of 10 35 50 5 100 respondentPercenatge 10 35 50 5 100 5% 50% 10% 35% INTERPRETATION:- 50% respondentsare selling the juice brand from last 1-2 years,35% are selling juice brand from last 6-12month and 10% are selling from last 6 months and 5% are selling from less than 6months. LOVELY PROFESSIOAL UNIVERSITY Page 55lo

56. (2) What is the source of information about juice brand? A) Distributor B)Advertisement C) Friend D) Other Distributor Advertisement Friend Other Total No. of55 30 5 5 100 precentage percentage 55 30 5 5 100 5% 5% 55% 30%

INTERPRETATION:- 55% retailers get information through distributors about juicebrand,30% are know about the brand through advertisement. LOVELY PROFESSIOALUNIVERSITY Page 56lo

57. (3) What are the parameters that you take into consideration while taking fruit juicebrand? A) Goodwill B) Service C) Cost D) Demand Good will service cost DemandTotal No. of 10 15 30 45 100 respondent percentage 10 15 30 45 100 45% 15% 30%INTERPRETATION:- 45% retailer are consider demand factor to take juice brand,30%are consider to cost. somewhat consider to goodwill and service. but mostly demand andcost factor is consider by the retailers to take juice brand. LOVELY PROFESSIOALUNIVERSITY Page 57lo

58. (4) Rank the following drink on scale of 1-5 you most prefer to sell A) Tropicana B)Real C) Maaza D) Slice E) Appy F) Frooti G)Mangola H) Pulpy orange I) Twister J)Other Tropicana real Mazza slice appy frooyi Mangola Pulpy twiter other o. No. ofrespondents 18 1 2 3 4 5 12 2 1 3 4 5 16 3 2 1 4 5 10 5 2 3 4 1 19 4 1 3 2 5 7 5 4 3 1 2 8 21 3 5 4 7 4 1 2 3 5 3 5 3 2 1 4 100 LOVELY PROFESSIOAL UNIVERSITY Page 58lo

59. INTERPRETATION:- Retailers are preferred to all juice brand to sale. But everyretailer has their own choice to which brand he/she sell most. LOVELY PROFESSIOALUNIVERSITY Page 59lo

60. (5) Are you receiving the regular information about new scheme? A) Yes B) No YesNo Total No. of respondent 55 45 100 percentage 55 45 100 INTERPRETATION:- 55%retailers are receiving the regular information about new scheme. but 45% has not getwell.so mostly are receiving the regular information about new scheme. LOVELYPROFESSIOAL UNIVERSITY Page 60lo

61. (7) How do you rate about the service getting currently from Tropicana and real?Tropicana A) Very poor B) Poor C) Good D) Excellent Real A) Very poor B) Poor C)Good D) Excellent TROPICANA Very poor poor good Excellent Total No of 15 20 5510 100 respondent percentage 15 20 55 10 100 REAL Very poor poor good ExcellentTotal No of 12 22 62 4 100 respondent percentage 12 22 62 4 100 LOVELYPROFESSIOAL UNIVERSITY Page 61lo


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62. INTERPRETATION:- According to this data 62% retailers have given good rate forreal juice service and 55% for Tropicana. But rate poor and very poor retailers choice isalso real juice instead of Tropicana. then I find that Tropicana is the good in their serviceand its rate is also good. LOVELY PROFESSIOAL UNIVERSITY Page 62lo

63. (8) Do you have any complain regarding the service? TROPICANA A) No complainB) Once in a week C) fortnightly D) Once in a month REAL A) No complain B) Once ina week C) fortnightly D) Once in a month NO ONCE IN A FORTNIGHTLY ONCE INA TOTAL COMPLAIN WEEK MONTH NO. OF 12 25 34 29 100 REPONDENTSPERCENTAGE 12 25 34 29 100 NO ONCE IN A FORTNIGHTLY ONCE IN ATOTAL COMPLAIN WEEK MONTH NO. OF 8 45 23 24 100 REPONDENTSPERCENTAGE 8 45 23 24 100 LOVELY PROFESSIOAL UNIVERSITY Page 63lo

64. INTERPRETATION:- According to this data retailers have complaint regardingservice for both juice brand .but real juice brand has complaints once in a week,Tropicana has fortnightly complaints . LOVELY PROFESSIOAL UNIVERSITY Page64lo

65. (9) Do you call distributor? TROPICANA A) Yes B) No REAL A) Yes B) NoTROPICANA Yes No Total No of respondent 40 60 100 persantage 40 60 100 REALYes No Total No of respondent 55 45 100 persantage 55 45 100 LOVELYPROFESSIOAL UNIVERSITY Page 65lo

66. INTERPRETATION:- 40% retailers are call distributor for Tropicana juice brand and55% retailers for real juice brand in deharadun city. LOVELY PROFESSIOALUNIVERSITY Page 66lo

67. (10) Are you getting the solution of problem in time? TROPICANA A) Yes B) NoREAL A) Yes B) No Yes No Total No of respondent 65 35 100 persantage 65 35 100Yes No Total No of respondent 40 60 100 persantage 40 60 100 LOVELYPROFESSIOAL UNIVERSITY Page 67lo

68. INTERPRETATION:- 65% retailers are accept that they getting solution of problemin time from Tropicana juice brand and 40% in real juice brand. so mostly retailers arehappy with Tropicana juice brand. LOVELY PROFESSIOAL UNIVERSITY Page 68lo

69. (11) Do you feel that service provided by distributor match your expectation?TROPICANA A) Yes B) No REAL A) Yes B) No Yes No Total No of respondent 75 25100 persantage 75 25 100 Yes No Total No of respondent 40 60 100 persantage 40 60100 LOVELY PROFESSIOAL UNIVERSITY Page 69lo

70. INTERPRETATION:- 75% retailers are happy with Tropicana service but 25% saidthat service provided by distributor doesnt match their expectation. But in real juicebrand 40% retailers are happy but 60% said that service provided by distributor doesntmatch their expectation. so Tropicana is best as comparison to real. LOVELYPROFESSIOAL UNIVERSITY Page 70lo

71. (12) Which type of conveniences you want mostly for increasing the sales volume ofTropicana? (Tick any one) A) Price B) Scheme C) Service PRICE SCHEME SERVICETOTAL NO OF 45 35 20 100 RESPONDENTS PERCENTAGE 45 35 20 100INTERPRETATION:- 45% retailers accept that price is best convenience for increasingthe sales volume of Tropicana. some are preferred to scheme and service. But price is themain factor which play a crucial role in increasing the sales volume. LOVELYPROFESSIOAL UNIVERSITY Page 71lo


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72. FINDINGS For consumer On applying ONE WAY ANOVA for checking effect ofgender on consumer satisfaction , we came up with conclusion that the significance levelis less than the alpha value(.001 < 0.05). Therefore rejecting NULL HYPOTHESIS dueto greater significance of gender on consumer satisfaction. On applying ONE WAYANOVA for checking effect of age group on CONSUMER satisfaction , we came up

with conclusion that the significance level is greater than the alpha value(.867 > 0.05).Therefore accepting NULL HYPOTHESIS due to lower significance of age group onCONSUMER satisfaction. On applying ONE WAY ANOVA for checking effect ofquantity on consumer satisfaction , we came up with conclusion that the significancelevel is greater than the alpha value(.331 > 0.05). Therefore accepting NULLHYPOTHESIS due to lower significance of quantity on consumer satisfaction. Onapplying ONE WAY ANOVA for checking effect of Preferred channel on consumersatisfaction , we came up with conclusion that the significance level is greater than thealpha value(.221 > 0.05). Therefore accepting NULL HYPOTHESIS due to lowersignificance of preferred channel on consumer satisfaction. On applying ONE WAYANOVA for checking effect of product quality on consumer satisfaction , we came up

with conclusion that the significance level is less than the alpha value(.024 < 0.05).Therefore rejecting NULL HYPOTHESIS due to greater significance of product qualityon consumer satisfaction. On applying ONE WAY ANOVA for checking effect ofadvertising on consumer satisfaction , we came up with conclusion that the significancelevel is greater than the alpha value(.136 > 0.05). Therefore accepting NULLHYPOTHESIS due to higher significance of advertising on consumer satisfaction. In thisstudy 70 % male and 30% female respondents are part of my target population and theyhelp me to fulfill my questionnaire from different area of Dehradun city. In this study10% respondents are of below 18 age ,60% respondents are between 18-25 and 30%respondents are above 25 In this study 40% respondents are aware about Tropicanajuice,35% are aware of Real and 25 % of other. Maximum respondents are aware aboutT

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Comparative Study Between Fruit Juice Brand With Special Context of Tropicana and Real Brand