Packaged Juice survey at HCT campus

8/10/2019 Packaged Juice survey at HCT campus

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2014

Shivam GoyalIIM Indore - UAE

3/31/2014

Survey Report on Packaged Juice

Preference in DMC campus


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Survey Report on Packaged Juice Preference in DMC campus

Shivam Goyal

IIM Indore- UAE campus

2013-15

2

Table of Contents

Introduction ....................................................................................................... 3

Methodology ..................................................................................................... 3

Demographics .................................................................................................... 5

Consumption pattern of packaged juices ........................................................... 6

Flavour Preference ............................................................................................. 6

Monthly expenditure on Packaged Juice ............................................................ 6

Brand Preferences ............................................................................................. 8

Sensitivity .......................................................................................................... 8

Conclusion ......................................................................................................... 9


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Introduction

The share of packaged juices in the Beverages segment has been on a upward direction. This

report shares the result of a market survey conducted in and around the Dubai Mens College,

Dubai, UAE regarding the juice preferences of the responders inside the campus. Many

packaged juice brands are present in the campus namely Al rabie, Al Rawabi, Almarai, Lacnor,

Masafi, Rani, etc. The major objective of the survey was to garner the information on packaged

juice preference of consumers present in the campus.

Methodology

The market research was conducted as a survey. The survey contained both quantitative and

qualitative type of questions so as to gather most appropriate information about our consumer

and their preference so that this survey could be extrapolated to represent the bulk of 2,000

students studying in the campus. A sample market survey form has been provided below.

Period of the study and capacity:The study was conducted in March 2014 and the responses

were recorded online from 12 thMarch 2014 to 17thMarch 2014. The survey was shared with the

students through online medium like emails and official social media groups. The survey is a

strong indicator of the preferences of most of the students in the campus.

Number of respondents:we recorded a total of 89 responses from students both employed

and non- employed under various age groups from 18 to 40 years of age.


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Demographics

As shown below, the respondents from both the genders and various age groups both employed

and non-employed have recorded their responses. Along with educational courses, campus also

runs many professional courses being attended by many employed professionals also. Being a

mens campus, the female population attends classes of professional courses being run in the

campus. Thus, the survey had been successful in capturing the appropriate gender mix.

We also see an appropriate age mix with majority of the respondents being students across

various courses fall under 18 to 24 year and 24 to 30 year of age.

Student Female

6%

Student Male

66%

Employed Female

3%

EmployedMale

25%

18 to 24

31%

24 to 30

61%

30 to 40

6%

older

than 40

2%

Age


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Consumption pattern of packaged juices

Packaged juices dontseem to be the preferred choice of students for quenching their thirst. As

per the survey results, we saw that most of the responders are consuming juices on an occasional

basis.

Flavour Preference

Based on the responses received we can conclude that Orange, Mango followed by Mix fruits is

the most preferred flavour of the students here with approx. 27%, 17% and 10% responses.

However, we have almost 14% responses which are indifferent to flavour.

Monthly expenditure on Packaged Juice

As per the chart shown below, we see majority of people spend a very less amount of money on

packaged juices with approx. 65% responses recorded for less that AED 40 per month expense

on packaged juices.

Daily

10%

2 to 4 times a week

35%Occasionally

53%

Never ever

2%

Consumption pattern


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27%

17%

10%7%

4%

4%

17%

14%

Flavor preference

Orange Mango Mix Fruit Guava

Apple Lemon Other flavors* Indifferent

*Other flavors like Berries, Chocolate, Kiwi, Lichi, Pineapple, Strawberry, blue, Melon, etc

Percentage

150+ 4%

80 to 150 8%

40 to 80 26%

0 to 40 65%

Monthly expense on Packaged Juice


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Brand PreferencesAccording to the survey, most popular brands among the students are Almarai, Al Rawabi and

Masafi with collectively 85% of responses in their favour.

SensitivityWhen asked about what is the most vital factor to students while buying a packaged juice,

flavour became most sensitive with 61% response, followed by brand sensitivity(26%). Students

seems to be least sensitive to prices while purchasing packaged juices.

Almarai

39%

Al Rawabi

30%

Masafi

16%

Lacnor

8%

Al Rabie

4%Rani

3%Brand Preference

26%

13%

61%

Brand Price Flavor

Sensitivity


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ConclusionAs per the following chart we can conclude that however Almarai is the most preferred brand

among the masses, but Al Rawabi seems to be more preferred among daily consumers of

packaged juice.

Almarai Al Rawabi Masafi Lacnor Al Rabie Rani

Never ever 0% 1% 0% 1% 0% 0%

Occasionally 21% 14% 9% 3% 1% 3%

2 to 4 times a week 16% 8% 6% 3% 2% 0%

Daily 2% 7% 1% 0% 0% 0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Most preferred brand

Documents

Packaged Juice survey at HCT campus