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Consumer Buying Behaviour On Nutritional Health Drinks

The document discusses consumer buying behaviour for nutritional health drinks in India. It provides background on common health drinks including Horlicks, Complan and Bournvita. It outlines the history and key facts about each brand. The document also includes a questionnaire to collect data from consumers ages 20-25 on their consumption habits, brand preferences, and factors that influence their purchasing decisions for health drinks.

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174 views

Consumer Buying Behaviour On Nutritional Health Drinks

The document discusses consumer buying behaviour for nutritional health drinks in India. It provides background on common health drinks including Horlicks, Complan and Bournvita. It outlines the history and key facts about each brand. The document also includes a questionnaire to collect data from consumers ages 20-25 on their consumption habits, brand preferences, and factors that influence their purchasing decisions for health drinks.

Uploaded by

Smita_1005
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CONSUMER BUYING BEHAVIOUR ON

NUTRITIONAL HEALTH DRINKS

Group Members
Anish Jain MBA/1021/09
Sagar Prasad Sahu MBA/1039/09
Amit Kumar MBA/1007/09
Shankar Prasad MBA/1043/09
Pradeep Kr. Sinha MBA/1030/09
Annie A. Topno MBA/1044/09
Shruti Shree MBA/1017/09
Smita Paswan MBA/1026/09
Nidhi Sinha MBA/1020/09
Swati Saboo MBA/1050/09
MAJOR HEADINGS
Introduction
 What are Nutritional health drinks?
 History of :
 Horlicks
 Complan
 Bournvita
 Market Share, Strategies of these three and others
 Comparative study of Horlicks with rest of the health
drinks
Purpose of study
Need for Nutritional health drinks(why we have chosen this
topic)

Consumer Buying Behaviour


Theory related to consumer buying behaviour
Objectives
Research Methodology
Hypothesis
Analysis and Findings

Sjbt Introduction
Why nutritional health drinks?
Health drinks are a part of the functional food and drinks category
which also includes such beverages as energy foods and drinks, sports
drinks, health soft drinks, etc. The category of health drinks also
includes such drinks as soy milk and other soy based drinks, fruit
juices, targeted health drinks, such as calcium rich drinks for the
bones, and any other new age drink with health benefit such as many
herb and berries that are coming into the international markets from
Asia and South America. Over a dozen health drinks promising
weight loss, cell-damage-reducing antioxidants and natural energy
have reached supermarket shelves in 2007, while many more still in
the pipeline

History
Horlicks, complan, bournvita come under functional foods. Functional
foods and beverages are products that make a distinct, written health
claim; may be enhanced in some way with added ingredients like
calcium to have beneficial effects. They produce a specific health
benefit and may bear FDA approved claims.

Horlicks

Horlicks is the leading Health Food Drink in India and as the ‘Most
Trusted Drinks Brand’ (Economics Times Survey, 2004) in India,
enjoys more than half of the food health drink market.

Although it has been a popular brand in the Indian market since the
1930s, Horlicks underwent a revamp in 2003 to further increase its
relevance. The modern & contemporary Horlicks offers 'pleasurable
nourishment' with a delicious range of flavours including Vanilla,
Toffee, Elaichi and Chocolate.

With revitalized packaging synergistic with the new brand


personality, it is a favourite with both mothers for its nourishment and
kids for its great taste and variety.
Horlicks is sold in a number of countries across the world. In different
countries, the product has different formulations in order to cater to
varying consumer segments and serve different consumer needs.

In India, the Horlicks available has been scientifically developed and


specifically caters to the nutritional needs of the Indian diet. It helps
meet the requirements of essential nutrients in children, such as iron
and vitamins that aid iron absorption. From the available data, it has
been seen that children in India are not getting enough of these
vitamins and minerals from their daily diet. Research shows that these
nutrients are very important for school age children for their attention,
concentration and memory as well as their physical performance and
growth. Thus, Horlicks is a beneficial supplement for children to aid
not only their growth, but also enhanced attention and concentration.
In fact, we have established this through a large clinical trial among
school going children.

Complan
Heinz came to India in 1994 by taking over the Family Products
Division of Glaxo with powerful brands such as Complan, Glucon-D,
Nycil and Sampriti
Complan- The complete planned Food- is a premium health beverage
fortified with 23 vital nutrients in balanced proportion including
100% Milk Protein to help children maximise their growth potential.
Complan is a nutrition expert in the category and it’s formulation is
designed as per Indian RDA. 

Complan has 18% protein, which is very critical for the growth of
your child. All the protein is Milk Protein (100% Milk protein) which
is one of the best protein for growth. Complan’s 23 vital nutrients
include key nutrients such as essential fatty acids, iron and iodine
which help in your child’s mental development. 
So give your child the power of Complan thrice a day and see him/her
grow twice as fast.
Bournvita

Cadbury was incorporated in India on July 19th, 1948 as a private


limited company under the name of Cadbury-Fry (India). Cadbury
Bournvita was launched during the same year. 
It is among the oldest brands in the Malt Based Food / Malt Food
category with a rich heritage and has always been known to provide
the best nutrition to aid growth and all round development.

Throughout it's history, Cadbury Bournvita has continuously re-


invented itself in terms of product, packaging, promotion &
distribution. The Cadbury lineage and rich brand heritage has helped
the brand maintain its leadership position and image over the last 50
years.

Questionnaire for youth ( 20 – 25)


Name :
Age :
Place :

1. Do you consume nutritional health drinks


regularly?
o Yes
o No

2. How many times do you consume in a day?


o Once
o Twice
o More than two

3. Which brand do you use?


o Horlicks
o Complan
o Bournvita
o Others

4. Why do you like the brand?


o Taste/Flavour
o Advertisement
o Brand Ambassador
o Freebies
o Nutritional facts
o Ingredients
5. Does price of the brand affects your preference?
o Yes
o No
6. Arrange these according to your priorities?
o Price
o Taste
o Ingredients
o Nutritional facts
7. Do you think that the brand you are using needs
any upgradation?
o Yes
o No
If yes, then in what perspective?
o Price
o Taste
o Ingredients
o Nutritional facts
8. Are you a loyal user?
o Yes
o No
9. If other brand upgrades its products,then will you
switch over to it?
o Yes
o No
10.Before switching over to another brand,which
factor/s you will look after?
o Price
o Taste
o Ingredients
o Nutritional facts

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