CONSUMER SATISFACTION TOWARDS SELECTED HEALTH DRINKS IN TIRUCHIRAPPALLI TOWN

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1 INTERNATIONAL JOURNAL OF MANAGEMENT (IJM) International Journal of Management (IJM), ISSN (Print), ISSN (Online), ISSN (Print) ISSN (Online) Volume 6, Issue 1, January (2015), pp IAEME: Journal Impact Factor (2014): (Calculated by GISI) IJM I A E M E CONSUMER SATISFACTION TOWARDS SELECTED HEALTH DRINKS IN TIRUCHIRAPPALLI TOWN Dr. E. Mubarak Ali Associate Professor in Commerce Jamal Mohamed College (Autonomous), Trichy Dr. G. Hadi Mohamed Assistant Professor in Commerce Jamal Mohamed College (Autonomous), Trichy ABSTRACT Indian health drinks market is one of the fastest growing markets in the world. India has the second largest population in the world, with diversified food habits. Such a vast population and diverse eating habits make India one of the most attractive retail destinations across the globe. Increasing purchasing power, changing lifestyle, growing nuclear families and influence of western culture are the key drivers of the Indian food and drinks market. Universally, in bringing up their children, mothers attach a lot of emotional importance to nourishment. There is an ever-growing need for nourishment and energy in today s fast-paced world. Who can resist a steaming, hot drink which promises to energize, nourish and refresh? The need for nutritional supplementation is all the more relevant for kids. Coupled with the fact that kids love the delicious taste of these drinks, once they have tried them, lies the basic tale of milk additives and the growth and development of the Health Food Drink (HFD) category. No one can be sure of when and how the category evolved but, today, in India the HFD market is valued at approximately Rs. 13, 000 million and nearly 50,000 tones. Another key trend in beverage industry is the increasing preference for healthy products. Consumers have become increasingly aware of health and fitness-related issues. Additionally, due to greater disposable incomes, particularly in urban areas, consumers are seeking healthier beverages even if they are relatively more expensive. 226

2 INTRODUCTION India, the world s largest malt-based drinks market, accounts for 22% of the world s retail volume sales. These drinks are traditionally consumed as milk substitutes and marketed as a nutritions drink, mainly consumed by the old, the young and the sick. The Health Drinks category consists of white drinks and brown drinks. South and East India are large markets for these drinks, accounting for the largest proportion of all India sales. The total market is placed about 90,000 ton and is estimated to be growing about 4%. These malt beverages, though, are still an urban phenomenon. Health Drinks provide nourishment for the family, particularly growing children and serve as energy providers for adults. The market for malted milk powders in India is huge as the product is widely used as a nutrition and energy supplement by children and adults. The size of the market is estimated as Rs 10,170 million. Available Health Drinks in market can be considered as follows: Horlicks, Boost, Viva, Maltova, Complan, Glucon-D, Bourn vita, Amul, Pedi sure. CONSUMER SATISFACTION CRITERIA OVER THE HEALTH DRINKS Consumer behavior and attitude helps to determine effective technique and strategies by the marketers for attaining great competition advantage in the market. Consumer behaviors make Yesterday s luxuries are today s necessaries. In the modern and competitive world people must do heavy work both mentally and physically to survive successfully. So they require more energy and stamina, for that they want nutritious and health drinks. Health is man s precious possession. It influences all his activities and shapes his destiny. An understanding of health is the basis of all health care. Health is wealth. This indicates the importance of health. Health, in fact is a key to education, success, good citizenship and happy life. Without good health an individual cannot perform efficiently. A healthy individual is like a pillar of a society. The health of an individual by keeping himself free from disease helps in stopping the spread of disease in one s own community and the society at large. Essential there are Three factors that influence out food choices. i) Taste: The most obvious factor that makes you choose one food over another is its taste. Food that tastes good is understandably appealing, although what is considered tasty may vary widely from individual to individual. People often tend to feel hungry for and thus seek out foods which they subjectively find appealing. ii) Market and Advertising: In fact, many food choices are heavily influenced by advertising and media marketing, specifically designed to make consumer s choose one food or brand of food over another. iii) Health: Concerns over health and fitness can also influence food choices. An overweight person trying to lose weight by dieting will usually choose different foods than some of them whose metabolism allows them to eat whatever they want without concerns of weight gains. SIGNIFICANCE OF THE STUDY The relevance and importance of understanding consumer satisfaction is a must for the market because its helps to solve the basic problems of consumer. The need of two consumers is not 227

3 the same. Therefore, they buy only those products and services, which satisfy their needs and desires, service in the market, a firm has to maintain innovate and understand the latest consumers needs and taste. Also a study of consumer satisfaction is significant for regulating consumption of goods and thereby maintaining economic stability. It also helps in saving marketing problems in a more effective manner. SCOPE OF THE STUDY This study has a aim to find out the consumer satisfaction over the health drinks in Trichirappalli Town. Many factors are responsible to decide the consumer satisfaction over the health drinks. There are various influencing factors such as economic background of the user, cultural background, peer ground influences and marketing promotional activities for any people to select their Health Drinks. This study attempt to analyze the consumer satisfaction criteria over the health drinks. The price of the product, packaging and style, promotional factors, and hygiene or taste, are analyzed to find out the consumer satisfaction over the health drinks in Triuchirappalli Town. STATEMENT OF THE PROBLEM Goods are produced for the purpose of consumption. The further of marketing organization depends on the foundation of the consumer preference. The aim of marketing is to meet and satisfy consumer s needs and wants, perceptions, preferences and shopping and buying behavior. But knowing consumer is not simple. Consumer may state their needs and wants but act otherwise. Consumer s preference various from brand to brand on the basis of quality, price advertisement etc., Consumer s preference also varies with their income, age, sex or other characteristics. Three brands of health drinks are available in the study area. Horlicks, Boost, and Complan. The study covers all these brands of health drinks. This research work has been carried out to know why these health drinks are needed and what nutritional values are included. RESEARCH METHODOLOGY The methodology adopted for the present study regarding sources of data. Sample size, period of study, data analysis and research tools and techniques. SOURCES OF DATA The study is mainly based on the primary data. The required data were collected directly from the general public. The secondary data were also used in the study. They were collected from books, magazines, journals, and period study under source of data. SAMPLE SIZE AND PROCEDURE In this study, primary data is collected from the people who belong to Tiruchirappalli Town. In this selected of 150 respondents convenient sampling method is used. 228

4 OBJECTIVES OF THE STUDY To find out the consumer satisfaction in health drinks among people To find out the market share of health drinks products To study people s choice among various health drinks To study the problems faced by the consumer while using the health drinks LIMITATIONS OF THE STUDY The study is limited in Tiruchirappalli Town only. The findings of the study cannot be generalized due to demographical differences. Even though number of health drinks are available in the market, only seven leading health drinks products are taken up for the study. COLLECTION OF DATA Both primary and secondary data have been collected for the research work PRIMARY DATA A well structured questionnaire schedule was prepared for the purpose of collection of data. The questionnaire related towards the major satisfaction factors considered by the consumer while purchasing the Health Drinks. SECONDARY DATA Secondary Data was collected from the journals, magazines, research reports and from the companies websites. He also visited the dealer premises and had a discussion with the dealers, manager and consumer care executive regarding consumer preferences and satisfaction over the selection of Health Drinks. Their ideas are taken into consideration for drafting final questionnaire. DATA ANALYSIS TABLE S. No. Details of Respondents No. of Respondents Percentage Up to 20 years Age 20 to 30 years Above 30 years Male Gender Female

5 3 4 Educational Qualification Nature of Occupation 5 Income 6 Marital status 7 Type of Family 8 Sources 9 Brand 10 Suggested to Others Illiterate 3 2 School level College level Professional level Others 0 0 Agriculture 14 9 Private Employment Government Employment Business/Professional Others Up to 5, ,000 to 10, ,000 to 15, Above 15, Married Unmarried Joint Family Nuclear Family Friends Relatives Doctor s advice 9 6 Advertisement Others 2 1 Horlicks Complan Boost Any Other 11 7 Yes No

6 FINDINGS AND SUGGESTIONS The present study attempts to highlight the marketing of Health Drinks brand in Tiruchirappalli Town. The findings of the present study are summarized below. FINDINGS 79% of the respondents belong to the Age of above 30 years 59% of the respondents are Female 37% of the respondents having Qualified with Professional levels 39% of the respondents belong to the Employed category with monthly income level of 10,000 to 15,000 63% of the respondents are aware of various brands through advertisement 65% of the respondents have purchased Horlicks brands 53% of the respondents feel about the price level is moderate 74% of the respondents are buying the Health Drinks brand monthly ones 52% of the respondents like suggested to others 58% of the respondents are times consume the Health Drinks is daily one SUGGESTIONS It is suggested that manufactures has to give importance in maintaining quality. It is suggested that the producers should take the necessary steps to reduce the cost of product and improve the taste and variety of flavours. The manufacturers that they may try to give more information and attractive advertisement in order to make it useful to the consumers. The manufacturers of complan, boost and any other brand should concentrate in improving the features of their brand such as quality, taste, advertisement, variety of flavours, packages etc. CONCLUSION In modern marketing consumers are King. So the producer has take decision only in accordance with the consumer desire. Now it is a consumer world, the producer s should give their brand or product for the wants, and needs of consumers. Most of the sample respondents of Tiruchirappalli Town are well aware about various brands of Health Drinks. Consumers give more importance to the quality factors than that of other factors. They believe that the brand name tells that something about product, quality, utility and the like. The consumer prefers to purchase their Health Drinks which offer good quality and hygiene Health. Many people also consider the quality and hygiene maintain by the company. It is also found that price plays an important role in any product but service also plays equal importance in success of any product. Indian health drinks market is still in its infancy due to the lack of awareness among the population. India has the second largest population in the world, with diversified food habits. From the survey carried out and after 231

7 data analyses of the information obtain it can be concluded that people are aware of different brands of health drink. REFERENCE [1] Aaker, A.D and Day, S.G., Market Research, New York, John Wiler and Sons. [2] Kotler, P. and Keller, K.L., Marketing Management, New Delhi, Prentice Hall of India Private Limited. [3] S.A. Sherlaker, Marketing Management, Himalaya Publishing House, Mumbai. [4] R.L. Varshany & S.L. Gupta, Marketing Management, Sultan Chand & Sons, New Delhi. [5] C.R. Kothari, Research Methodology, International (P) Ltd., New Delhi. [6] Journal of International Marketing. [7] Indian Journal of Marketing. [8] Brand Management, Indian Journal of Marketing. [9] Varied Purchase Behaviour as a result of purchase history and brand similarity. [10] Journal of the Marketing Research Society. [11] [12] 232

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