Study on Consumer Perception among youth in Bhubaneswar for Dabur Real Juice vis-a-vis its Competitors

1. MARKETING MANAGEMENT-2
Project Report
“Study on Consumer Perception among Youth
in Bhubaneswar for Dabur Real Juice vis-à-vis
its Competitors”
Guided By- Prof. D.D. Swain
Submitted By- Swati Sikha Behera (17dm020)
L. Kumar (17dm025)
Pratikshya Parida (17dm026)
Soumya Panigrahi (17dm051)
Arvind Kumar Thakur (17dm075)

2. INTRODUCTION
Juice Industry
The fruit juice market is one of the fastest growing categories in the
beverages segment growing at a CAGR (Compound Annual Growth
Rate) of over 25- 30 per cent over the past decade. India is known to be
a fruit basket of the world and has been considered as the second largest
producer of fruits after China. The fruit juice market is roughly around
10 per cent of the Indian non-alcoholic beverages market and is
expected to grow by 35-40 per cent in the near future.
At present, the Indian packaged juices market is valued at INR 1100
crore (~USD 200 million) and is projected to grow at a CAGR of ~15%
over the next three years.
Current Scenario
Rise In The Disposable Income, People Adapting The Western Culture,
Health Awareness And Import Of Fruits To India Are Among The Top
Most Factors To Drive The Juice Business In India.
The juice business in India is highly dominated by unorganised players
with over 75 per cent market share. The organised retail which has only
25 per cent of the business comprises of juice bars, juice cafes and
packaged juice players.
About Dabur India Ltd.
Dabur India Ltd. is one of India’s leading FMCG Companies with Revenues of
over Rs 7,680 Crore & Market Capitalisation of over Rs 48,800 Crore. Building
on a legacy of quality and experience of over 133 years, Dabur is today India’s
most trusted name and the world’s largest Ayurvedic and Natural Health Care
Company.
Dabur Real Juice
Dabur is the market leader in the Indian packaged juices market, with
its brands Real and Real Active having 55 per cent share in the
packaged juices market followed by PepsiCo with a 30 per cent share.

3. Dabur India has different products positioned for different segments —
Real Fruit Juice for mothers and children and Real Active Juice for
adults.
Research Methodology
Exploratory research on the topic ‘Study on Consumer Perception among Youth
in Bhubaneswar for Dabur Real Juice vis-à-vis its Competitors’ helped us to
formulate problems more precisely, develop hypotheses, establish priorities for
research and eliminate impractical ideas.
The process used to collect data for the survey is through questionnaire. The
Sample Size is 70 and Sample Frame is Institute ofManagement and Information
Science, Bhubaneswar.
Consumer Buying Behaviour
Consumer buying behaviour is the sum total of a consumer's attitudes,
preferences, intentions, and decisions regarding the consumer's behaviour in the
marketplace when purchasing a product or service.
The starting point of Consumer Buying Behaviour is the stimulus-response
model. Marketing and environmental stimuli enter the buyer’s consciousness.
The buyer’s characteristics and decision process lead to certain purchase
decisions. The marketer’s task is to understand what happens in the buyer’s
consciousness between the arrival of outside stimuli and the buyer’s purchase
decision.
A consumer’s buying behaviour is influenced by cultural, social, and personal
factors. Culture is the fundamental determinant of a person’s wants and
behaviours. Each culture consists of smaller subcultures that provide more

4. specific identification and socialization for their members. Subcultures include
nationality religion, racial groups, and geographic region. In addition to cultural
factors, a consumer’s behaviour is influenced by such social factors as reference
groups, family, and social roles and status. A person’s reference group consists
of all the groups that have a direct (face-to-face) or indirect influence on his/her
attitudes or behaviour.
Buying roles and buying decisions constitute consumer decision-making
behaviour. A customer can adopt various buying roles like initiator, influencer,
decider, buyer, preparer, maintainer and disposer. A buyer’s decisions are also
influenced by personal characteristics.

5. SURVEY REPORT

10. FINDINGS (according to our survey of 70 respondents)
1. 98.6% of the respondents are consuming juice regularly.
2. Real juice and Tropicana, both are preferred equally and mostly.
(i.e. 55.7%)
3. Preference according to Taste (71.9%), Flavour (54.7%),
Packaging (18.8%), Price (14.1%), Quantity (7.8%) respectively.
RECOMMENDATIONS (according to our survey of 70 respondents)
1. According to our survey, most of the customers are switching to
other brands (i.e. Tropicana, Minute Maid) due to unavailability
of your product, so it is recommended that it should expand its
retail networks for better accessibility.
2. For advertisement of the products, social media (Facebook,
Instagram, Twitter, etc.) are not being utilised properly, so there
is a greater chance of advertising through social networking sites.
3. Tetra small packs are mostly preferred, so the production of Tetra
small packs should be increased.

11. CONCLUSION
Popular as a breakfast staple in homes across the Bhubaneswar, Real
juice gained much brand loyalty. Consumers are becoming more health
conscious, and with rising awareness of the benefits of consuming juice
there has been a rise in consumption. However given the large amount
of competitors entering the juice market, Dabur need to strengthen its
position by increasing number of variants with affordable price and
focus more on advertisements as well.
REFERENCES
1. https://www.franchiseindia.com/restaurant/How-juicy-is-juice-
business-in-India.6277
2. https://www.dabur.com/in/en-us/products/real
3. https://study.com/academy/lesson/what-is-consumer-buying-
behavior-definition-types-quiz.html