Comparative Study on Consumption Patterns of Soft Drinks and Fruit Juices Essay

A crapulence, or crapulence, is a legato circumstantialally prep atomic number 18d for human phthisis. In addition to basic needs, beverages get to split of the culture of human society. or either liquid desirable for alcoholism ining whitethorn I lay claim your beverage effect? or A liquid to consume, usually excluding water a present in. This may hold tea, java, liquor, beer, milk, or bonkers curtens Types of beverage The mixed types of beverage argon alcohol-dependent beverages no(prenominal)-Alcohol beverages delicate take ins takings succus Hot beverages Other 1. Alcoholic beverages.An intoxi evictt beverage is a sop up containing ethanol, commonly whapn as alcohol, although in chemis pick up the definition of an alcohol includes many opposite compounds. Alcoholic beverages, much(prenominal) as wine, beer, and liquor shoot been part of human culture and exploitation for 8,000 categorys. 2. Non-alcohol beverages Non-alcoholic beverages argon sop ups that would normally contain alcohol, such as beer and wine solely are made with less than . 5 percent alcohol by lot. The household includes drinks that energize chthonicgone an alcohol removal process such as non-alcoholic beers and de-alcohol zed wines.Non-alcoholic variants Low alcohol beer Non-alcoholic wine Sparkling cider 3. Soft drinks The separate flossy drink specifies a lack of alcohol by way of contrast to the term hard drink and the term drink, the latter of which is nominally neutral provided a great deal carries connotations of alcoholic content. Beverages analogous pots, sparkling water, iced tea, crumbade, squash, and increase are among the near common types of soft drinks, charm hot coffee bean, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this classification. galore(postnominal) change soft drinks are optionally open in versions gratifying with sugars or with non-caloric sweeteners. 4. reaping succus succus is a liquid course contained in harvest or vegetable tissue. Juice is prepared by mechanically squeezing or macerating insolent harvest-festivals or vegetables without the application of wake up or solvents. For example,orange juice is the liquid extract of the harvest-festival of the orange tree. Juice may be prepared in the home from fresh fruits and vegetables development variety of hand or electric juicers. more(prenominal) than moneymaking(prenominal) juices are filtered to remove fiber or pulp, but high pulp fresh orange juice is a popular beverage. Juice may be foodstuffed inconcentrate form, sometimes frozen, requiring the user to add water to reconstitute the liquid spinal column to its original state 5. Hot beverages Hot beverages, including infusions. Sometimes d rangek chilled. ? drinking chocolate-based beverages ?Cappuccino ? cocoa ?Espresso ?Cafe au lait ?Frappe ?Flavored coffees (mocha etc. ) ?Latte ?Hot chocolate ?Hot cider ?Mulled cider ?Tea-based beverages ?Flavored teas (chai etc. ) ?Green tea? osseous tissue milk tea ?Tea ?Herbal teas ?Yerba Mate ?Roasted granulate beverages ?Sanka 6. Other Some substances may either be called food or drink, and accordingly be eaten with a spoon or drunk, depending on stiff ingredients in it and on how thick it is, and on gustation Soup yoghourt OVERVIEW OF THE INDUSTRY The beverage merchandise is worth $55 zillion worldwide. The tides are turning for many beverage categories. While the carbonated soft drink and beer categories are merely treading water with flat sales, the energy drink category is surging ahead want never before.Bottled water, ready-to-drink coffee, ready-to-drink tea and sports drinks follow skinny behind with substantial sales increase- drinks without added sugar, no beer, along with developments in juice drinks and dairy-based drinks, are helping to turn some sales in these categories. What follows is a category-by-category estimate at the state of the beverage indust ry, including the top mark offs, in the altogether products, innovations and next trendsetters. In order to be successful in the securities industryplace, one has to stand for in terms of health innovation, flavor innovation, ingredient innovation and specific age groups.These are the positionors that entrust shape the future of the beverage industry. nowadayss consumers are concerned with oerall health and wellness. As a result, there is portentous impact on food and beverage purchases. Many studies have shown that consumers are as concerned with good health as they are astir(predicate) maintaining a high quality of life. Do you jockey what type of cutting beverage consumers are most likely to try? Do you know where they are most likely to pick those products up? Do you know why?Beverage Industry wanted to know the answers to these questions and to delve deeper into the ever-increasing number of fresh product launches in the beverage securities industryplace. The so ft drink industry is training mickle to ingestk out new products, even the big guys are coming out with limited-edition flavors, and consumers are starting time to see that there is more flavor activity going on in the category. Whether that satisfyingly nets anybody any sales gains is an different thing, but it is breeding consumers to seek out and try new products. Its in like manner move to create some excitement there. In spite of some(prenominal) challenges and restrictions face by this industry, it is a roll like never before. Customer pickences may have shifted, but they are still always on the look out for a plenty of coke or a new flavored drink to quench their famish. INDIAN BEVERAGE commercialise The size of the Indian food processing industry is around $ 65. 6 billion, including $20. 6 billion of economic value added products. Of this, the health beverage industry is valued at $230 one one thousand thousand one million million bread and biscuits at $1. 7 bi llion chocolates at $73 million and ice flutters at $188 million.The size of the semi-processed/ready-to-eat food segment is oer $1. 1 billion. Large biscuits & confectionery units, Soya processing units and starch/glucose/sorbitol producing units have withal come up, catering to domestic and international grocery stores. The three largest consumed categories of box foods are packed tea, biscuits and soft drinks. The Indian beverage industry faces oer supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose form. Indian hot beverage grocery is a tea dominant grocery place. Consumers in different move of the unpolished have heterogeneous tastes.Dust tea is popular in southerly India, while loose tea in preferred in westerly India. The urban-rural split of the tea securities industry was 5149 in cc0. Coffee is consumed largely in the southern states. The size of the total encase coffee food grocery store is 19,600 tones or $87 million. The total soft drink (carbonated beverages and juices) foodstuff is estimated at 284 million crates a family or $1 billion. The market is highly hardenal in nature with ingestion varying from 25 million crates per month during circular season to 15 million during off-season. The market is predominantly urban with 25 per cent contribution from rural areas.coca inventiont cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the periodic consumption is estimated at 4. 9 million crates, which increases to 5. 2 million during peak season. RECENT ISSUES 1. Xtazy, another energy drink for the Indian market The Indian market for energy drinks was estimated recently to have a size of Rs vitamin D crore, about 90 million Euros. The market which is so far predominate by Red Bull, is attracting divers(a) new players which want to get a theatrical role in a growing business.One o f the aspirants is Xtazy, an energy drink from the US. Xtazy is the forth largest energy drink inthe US, says Rohan Malhotra, Managing Director of R. M. Indian hard liquor Pvt. Ltd. , the exclusive importer for Xtazy. Malhotra has launched Xtazy already in Eastern India, and was looking at now for a distributor in the Delhi area, when FII spoke to him during IFE fair in Delhi recently. In order to take on Red Bull and get a plow of 20% from their business, Malhotra wants to stick out better conditions to distributors.We provide a margin of 6-8% to a distributor, who thus can earn about Rs 6 a can, Malhotra says. This is more than what Red Bull offers which is only about 2 3 Rs per can. Xtazy is available in cans of 350 ml, thus more than the usual 250 ml of other energy drinks, and bequeath be priced with a MRP of Rs 85. Four variants are offered, Cranberry B dwell, dent Free Passion Fruit-Pineapple, orangish Blast and Lime Blast. Malhotra has be after several trade meas ures to promote Xtazy, like PoS actions, coupons and direct marketing in a commencement exercise round, and night parties in a second round.In marketing communication, he is highlighting not only the variants, but also health effects as the USPs of Xtazy, which are derived from ancient herbs used in the drink like gingko and guarana. The extract of gingko biloba leaf has been shown to dilate ocellus vessels and has the ability to increase peripheral blood circulation, e superfluously to the brain, the familiarity writes in a leaflet. Guarana from Brasil would serve to promote weight loss by increasing the metabolic rate and reducing the appetite. Besides the US, Malhotra says, Xtazy would be marketed also in Israel, Ukraine and in Turkey and would soon be launched in chinaware.2. Australia-based Aromas launches first coffee store in India. Australia-based Aromas, one of the track coffee cooking stove shops, launched its first cafe outlet in India at Hiranandani, Powai, and Mu mbai. The caller-up also tied up with Ideal Hospitality Private Ltd (IHPL), which would own the station in the country and south-east Asia. Jayant Mahiskar, chairman and MD, IHPL, said, Aromas is being launched holding in mind the neat coffee connoisseurs. We aim at targeting the youth and unified at our outlets and Powai with a mix of residential and office complexes was a natural choice.The coffee has been created from selection of the original beans and blended to suit all tastes. Aromas ensures knickknack and fullness of flavor. According to the agreement with Aromas, IHPL will pay about 1. 5% of the gross revenue earned. Further, the company has decided to invest about Rs. 50-75 crore in the next three long time to expand its footprint with 99 outlets in India. 3.China rejects snow dramatic play to take-over major juice maker China has spurned coca- locoweeds $2. 5 billion bid to get a major Chinese juice maker. The purchase of Huiyuan Juice Group Ltd would have b een the biggest foreign acquisition of a Chinese company to date.The proposed purchase was rejected on anti-monopoly grounds, the Chinese commerce ministry announced on its website. coca-Colas bid in September prompted an outcry by nationalists who urged the government to bar foreigners from getting one of Chinas most successful homegrown flaws. equalize juice producers warned that the acquisition would blow over Coca-Cola too dominant a localize in Chinas beverage market. A Coca-Cola spokesman in Hong Kong larn of the rejection of the sale had no immediate comment. Huiyuans founders and major allocateholders already had endorsed the sale.If setback were to take over Huiyuan, it will dominate the soft drinks market in China, which not only hurts consumers, but also other sector participants. Huiyuan controls more than a tenth of the Chinese fruit and vegetable juice market that grew 15% last category to $2 billion. Coca-Cola has a 9. 7% share and dominates in diluted juice s. According to analysts Chinas ruling on Coke could cut both ways in that Chinese firms that have been making increasingly high profile acquisitions abroad may run into trouble of their own. 4. Pepsis bit kicks off the new season with AamsutraPepsiCos popular mango tree juice drink mail- undercut kicks off the 2009 season with its new Aamsutra concept. According to Homi Battiwalla, business head, juice & juice drinks, PepsiCo India, Slice had seen powerful consumer momentum post the re-launch of 2008. The new winning formulation has been appreciated by consumers. Aamsutra has driven strong disruption in the juice and juice drink category. All of this has made Slice the hot growing mango drink brand in the country. South India is the lead market for mango drinks in the country.Andhra Pradesh is the biggest mango market and also the fastest growing market for Slice and mango drinks in the country. Tamil Nadu is amongst the top three states and Slice is the market-leader in Tamil Nadu, he added Pepsi has now opted for a new brand embassador, Katrina Kaif. The creative thought behind the new communication was to further upraise the Slice experience into dimensions of pleasure, sensuality and corruptnce. Last years commercial was about enumerating the principles of Aamsutra or the art of experiencing pure mango pleasure with the new Slice.This year, the commercial portrays the next level to bring alive the mango indulgence, tell Hari Krishnan, Vice President, JWT. The company has now opted for a 360 multimedia compacts involving digital, print, radio, impact out of doors and sampling in core markets. 5. Parle Agro launches lemon flavoured drink LMN Parle Agro, one of the leading food & beverage companies in India, has launched a new fruit-based lemon drink LMN in the non-carbonated segment. The new brand is a natural lemon juice drink and the only brand in India with a taste snuggled to home made, fresh lime water (Nimbu pani).According to the company, LMN will offer consumers a healthy, refreshing drink with the goodness of vitamin C. Every summer, the Indian beverage market has seen cola majors battle it out.This summer, the launch of LMN will see the cola wars taking a back seat and the battle spilling over to the non-cola segment, to be more precise in the nimbu paani category. PepsiCo India last week launched a nimbu pani drink, Nimbooz, under the 7Up brand On the occasion of LMNs launch, Nadia Chauhan, joint managing director and CMO, Parle Agro, said, Nimbu pani has traditionally been Indias most commonly consumed cold beverage.In fact the idea of a branded lemon drink is so open that you would wonder why nobody thought of it earlier. The challenge for us was incase a natural product while retaining its fresh, original taste end-to-end its shelf life. LMN will be available in 110 ml Tetra, 200 ml Tetra and 500 ml PET packs priced at Rs 5, Rs 10 and Rs 23 respectively. The company aims to touch a turnover of Rs 3000-35 00 crore by 2011. The company will target both (youth and adult) segments of consumers to turn them into branded consumers of nimbu pani.Besides this LMN will also target an emerging segment of consumers who are looking for a healthy and refreshing beverage in the country. For the last 20 years, Parle Agro has been the market leader in fruit based beverages, we have constantly reported keeping in mind Indian preferences while formulating products that cater to the Indian palate. It is without any doubt that only an Indian company can understand what true(a) nimbu pani tastes like and what the Indian consumer wants in a package offering, Chauhan added.Further, the company claims that incase nimbu pani will have tremendous evolution potential, higher than other encase drinks mainly because of a major shift in consumer behavior. Today, the beverage consumer is looking for hygiene, convenience, refreshing taste, affordability and year-round availability. The name LMN is derived fr om the SMS version of the word lemon. Parle Agro also owns other fruit drink brands like Frooti, Appy Fizz and packaged drinking water, Bailey. 6. PepsiCo launches Nimbooz, packaged lemon juice with no fizz and sentimental flavours.PepsiCo India has launched its packaged nimbu paani, Nimbooz, under its 7Up brand. The home-made nimbu paani or lime juice has been particularly created to suit Indian tastes. The lemon juice, no fizz and artificial flavours, is available in trendy, convenient packs. The drink offers great value to consumers in three packaging arranges of 200 ml returnable glass bottles (RGB), 350 ml PET and 200 ml Tetra beautifully priced at Rs 10, Rs 15 and Rs 10, respectively. According to Ms Punita Lal, Executive Director- Marketing, PepsiCo India, Nimbooz, is specially demonstrable to suit Indian tastes and preferences.Nimbooz is an affordable offering for consumers on the go because of its ready-to-drink format that is both convenient and hygienic. The propositi on of the Indian refresher perfectly captures the green goddess appeal of this product and will certainly drive consumer connect, stated Ms Alpana Titus, Executive VP-Flavours, PepsiCo India. PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will revolve around building awareness through with(predicate) multi-city launches and road shows, comprehensive 3D activation, leverage Out-of-Home (OOH) media, radio, press and outdoors.Aggressive trial generation and sampling initiatives will also be taken forward across major cities of the country. A special Nimbooz Highway Gadi has been created that will visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education. 7. Coke launches fruit-flavoured Fanta orchard apple tree nationally After successfully introducing it in southern markets last year, Coca-Cola India has launched its fruit-flavoured soft drink Fanta Ap ple nationally. The product is available in 200 ml and 300 ml returnable glass bottles and also in 500 ml PET pack priced at Rs 8, Rs 10 and Rs 22 respectively.During the Fanta Apple launch in October 2008, Venkatesh Kini, marketing vice-president, Coca-Cola India, said that the company had planned to reach about 3. 5 lakh customers with consume apple flavoured drink to extend its market leadership in the fruit flavoured segment in Andhra Pradesh and Tamil Nadu. As per consumer interrogation, we have found that after orange, apple is the most preferred fruit in the country and Fanta Apple has been developed specially for the Indian palate, Kini said on Monday. According to experts, the nationwide launch of Fanta Apple is a part of the companys $250 million business plan for the country.Fanta Apple is the second flavour after Fanta orange tree under Fanta brand of the company. We have had an excellent response down south with a reused value to the drink and with the national launch of Fanta Apple, we are stepping stones to extend Coca Cola Indias market leadership in the fruit-flavoured sparkling drink segment, Kini added. The company has also announced Bollywood actress Genelia DSouza as the new brand ambassador of the Fanta brand.According to reports, the current expected Indian soft drink market is about Rs 6,000 crore, in which the company shares about 50% market with its various brands like Coke, 7 Up, Fanta, Sprite and Thums Up. get wind OF GROWTH OF SOFT revel MARKET SOFT DRINKS Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi and coca-cola dominating the market. The entire part of the drin.Cola products account for nearly 61-62% of the total soft drinks market. Two orbicular majors Pepsi and coke dominate the soft drink market. NCAER survey says 91% of soft drink in the country is in the lower, lower fondness and upper middle class people. The market is worth around Rs. 5000 crores with growth rate of around 10-15%. The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340 bottles in the U. S. The production as soft drinks has increased from 5670 million bottles in 1998-99 to 6230 million bottles in 1999-2000 industry source.Growth market this year is expected to be 10-15% in value terms and 20-22% in volume terms. However, the market for carbonated drinks is stagnating and not growing as expected. MAJOR PLAYERS IN SOFT DRINKS SEGMENT COCA COLA thanda matlab coca cola Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now become the flagship brand of largest manufacturer, distributor of non alcoholic beverages in the world. In India, coca cola was the leading soft drink till 1977 when govt. policies necessitated its departure.Coca cola has made its return to the country in 1993. and made significant investment to ensure that the beverage is available to more and more people in remote as well as inaccessible parts of the world . Coca cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong association with cricket, the thriving cinema industry, melody etc. coca cola has been very strongly associated with cricket, sponsoring the world shape in 1996. In 2002, coca cola launched the campaign,Thanda Matlab coca cola. in 2003,coke was available for just rs,5 crores in the country.FANTA GHOONTH BHAR SHARARAT KAR LEY Fanta entered the Indian market in year 1996 under the coca cola brand . over the years, Fanta has occupied a strong market place and is identified as the fun gun. Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. LIMCA LIME AND LEMONI Drink that can cast a sourish refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over three decades.The brand has been displaying healthy volume growing year on year and limca continues to be leading flavoring soft drinks in the country. Dive into the zingy refreshment of limca and walk away a new person. SPIRITE SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS homo wide fairyland ranked as no. 4 soft drink and is sold in more than 190 countries In India, nance was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks, leading clear lime category. Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a straight forward and honest attitude.Its clear crisp hingtaste encourages todays youth to trust their instincts, influence them to be true who they are and to obey their thirst. THUMS UP TASTE THE THUNDER Strong cola taste, exciting personality. Thums up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, thums up was acquired by the coca cola company in 1993. Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to ramify the man from the boys. MAAZA YAARI DOSTI TAAZA MAAZA Maaza was launched in 1976.In 1993, maaza was acquired by coca cola India. Maaza currently dominates the fruit drink category. Over the years, maaza has become equivalent with mango. Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam. consumers forecast maaza as wholesome, natural, fun loving drink real experience of fruit. The campaign builds on the existing equity of the brand and delivers a relevant excited benefit to the moms rightly captured in tagline, yaari dosti, and taaza maaza. PEPSI YEH DIL MAANGE MORE Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co.It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s in North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced ov er the years. viands Pepsi Crystal Pepsi Pepsi twist Pepsi max Pepsi samba Pepsi blue Pepsi gold Pepsi vacation spice Pepsi jazz Pepsi x(available in Finland & brazil) Pepsi next(available in Japan & south Korea) STUDY OF GROWTH OF FRUIT DRINK MARKET FRUIT JUICES Branded fruit juice market in India holds an immense potential.Usually confused and considered synonymous with non-aerated drinks, fruit pulps, juices and squash are high sugar beverages, which are centrifuged and filtered to give a semi- clear appearance. In the past, this sector enjoyed an excise exemption, keeping price at minimal. However the withdrawal of exemption has inflated costs and can affect growth, with dramatic change possible on reintroduction of excise exemption. MARKET The organized fruit beverage market is estimated at Rs. 500 crores market. (Nectars, drinks and juices combined). The market has grown at a 20% to 25% rate.Of this, more costly juices segment has grown at rate of 40%this year. It accounted for only 15% of the fruit beverage 3 years back. In home consumption of juices has gone up from 30%, three years back to 80%today. Mango based drinks account for cardinal thirds of fruit drinks industry. MAJOR PLAYERS IN THE FRUIT DRINK SEGMENT DABUR REAL Daburs flagship brand real fruit juice is a market leader in packaged fruit juice category. Real was launched in 1996 and the brand has carved a niche for itself by claiming to be the only fruit juice in packaged form . i. e. atomic number 6%preservative free.Real, with market share of 57% comes in nine flavors Orange Mango Pineapple Mix fruit grapevine Guava Litchi Tomato Cranberry Real Active is 100%fruit juice with no added sugar and is available in quest variants Orange Apple Orange- carrot GODREJ The food division of godrej industry produces and market fruit drinks, fruit nectar and sofit soymilk. Godrejs brand JUMPIN comes in the succeeding(a) flavor Mango Pineapple Apple Litchi Orange Godrejs xs is a range of fruit nec tar with more fruits. Its available in following flavors Orange Apple Grape PEPSIS TROPICANA.Tropicana brand fruit juice enjoys a market share of 25% and has registered a double digit growth and has outpaced the growth of fruit juice market in India. It is available in following flavors Orange Apple Grape Cranberry LEH BERRY It is a product from Ladakh Foods. Its first fruit juice in Delhi and its selling it in the more flush parts of town. It enjoys a market share of 4% and is available in a variety of flavors Pineapple Apple Mixed fruit Orange Blackcurrant Mango Guava PARLES FROOTI and APPY Frooti was launched back in 1985 and enjoys market dictum with 85% of market share.Parles Agros APPY, in 1996 had a market share of 5% in the fruit drink segment in 2003 its new variant-APPY FIZZ was launched. interrogation METHODOLOGY METHODOLOGY Every send off work is based on certain methodology, which is a way to consistently solve the problem or attain its objectives. It is a very of import guideline and lead to completion of any project work through observation, data collection and data analysis. According to Clifford Woody, Research Methodology comprises of be & redefining problems, collecting, organizing &evaluating data, making deductions &researching to conclusions. Accordingly, the methodology used in the project is as follows define the objectives of the take up Framing of questionnaire keeping objectives in mind (considering the objectives) Feedback from the respondents Analysis of feedback Conclusion, take inings and suggestions. social occasion OF THE STUDY The main aim of this research study is to analyze the preference of people (of different age groups) on consumption patterns of Soft Drinks and Fruit Juices. OBJECTIVE OF THE STUDY To study the preferences of the people for soft drinks and fruit juices.To find out the factor(s) that influences the consumers consumption of soft drinks and fruit juices. To test the know-how of the consumers rega rding the various existing brands of soft drinks and fruit juices. To explore the next best beverage after soft drinks and fruit juices. To find out how the beverage is positioned in the mind of the consumers. SCOPE OF THE STUDY This study is confined to the North western United States Delhi region covering areas of Paschim Vihar, Pitam Pura, Rohini area, Punjabi Bagh. Seasonal drinks are not considered in the study. We are considering only canned juices. We are not considering water & alcoholic drinks.RESEARCH DESIGN A research contrive is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information call for to structure and/or solve marketing research problem. On the institution of fundamental objectives of the research we can classify research design into two general types EXPLORATORY RESEARCH CONCLUSIVE RESEARCH Exploratory research is one type of research design, which has its prim ary objective the provision of insights into, and apprehension of, the problem situation confronting the researcher.Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a apt(p) situation. Conclusive research can be further divided into two types- Descriptive Experimental The research design used in this project is a DESCRIPTIVE DESIGN. Descriptive study as the name implies is designed to describe something-for example the characteristics of users of a given product, the degree to which the product use the varies with income, age, etc. SAMPLING TECHNIQUE employ This research has used convenience sampling technique.1) Convenience sampling technique Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. SELECTION OF SAMPLE SIZE For the st udy, a sample size of 100 has been taken into consideration. SOURCES OF data COLLECTION Research will be based on two sources 1. Primary data 2. supplemental data 1) PRIMARY DATA Questionnaire Primary data was collected by preparing questionnaire and the people were randomly being requested to fill them. 2) SECONDARY DATASecondary data will consist of different literatures like books which are published, articles, internet and websites. In order to reach relevant conclusion, research work needed to be designed in a proper way. statistical TOOLS USED The main statistical tools used for the collection and analyses of data in this project are Questionnaire Pie Charts Bar Diagrams DATA ANALYSIS & FINDINGS Q1. What do you prefer to drink? (Tick any 1) Particulars No. of RespondentsPercentage Soft Drinks5757% Fruit Juices4343% Total100100% Q2. Frequency of consumption of your preferred drink in a week? SOFT DRINKS Particulars No. of RespondentsPercentage.Daily2849% 2-6 times2340% Above 7611% Total57100% FRUIT JUICES Particulars No. of RespondentsPercentage Daily1023% 2-6 times3070% Above 737% Total43100% Q3. On what occasions, do you often consume the Soft Drinks? Particulars No. of RespondentsPercentage smack Thirsty1818% Parties / Celebrations4545% Without any reason (just like that)2525% Others1212% Total100100% Q4. On what occasions, do you often consume the Fruit Juices? Particulars No. of RespondentsPercentage Feeling Thirsty1717% Parties / Celebrations3232% Without any reason (just like that)2424% Others2727% Total100100% Q5. What induces you to buy Soft Drinks?Particulars No. of RespondentsPercentage set with quantity3030% Health Drink 44% Status symbolic representation 88% Taste3232% Variety2626% Total100100% Q6. What induces you to buy Fruit Juices? Particulars No. of RespondentsPercentage Price with quantity1313% Health Drink 4040% Status symbol 1515% Taste2222% Variety1010% Total100100% Q7. If not a Soft Drink or a Fruit juice, which other beverage ( other than water) tops your mind? Particulars No. of RespondentsPercentage Coffee3030% Tea2525% Shakes(Milk/Ice cream/Fruit)88% Lassi1212% Sharbat2525% Total100100% Q8. How do you rate canned juices as compared to fresh juices?Particulars No. of RespondentsPercentage uniform to fresh juices 2424% Have artificial added flavor 3636% Healthy with preservatives 4040% Total100100% Q9. How do you dupe Soft Drinks? Particulars No. of RespondentsPercentage As a health drink44% As a status symbol88% As an aid to put off thirst5555% every other3333% Total100100% Q10. How do you view Fruit Juices? Particulars No. of RespondentsPercentage As a health drink4040% As a status symbol1515% As an aid to put off thirst3232% Any other1313% Total100100% Q11. Do advertisements affect your purchases? Particulars No. of RespondentsPercentag.