27-11-2012, 05:31 PM
A STUDY ON CONSUMER PERCEPTION ABOUT MAA FRUIT DRINKS with special reference TO SALEM CITY
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GENERAL INTRODUCTION
SOFT DRINKS
The term soft drinks was originated to distinguish between non alagalic beverage from hard liquor. Soft drinks are non algalic carbonated or non carbonated beverage usually containing a sweetening agent, edible acid and natural of artificial flavour. Soft drinks include cola beverages, fruit flavoured drinks and ginger are and root beer, coffee, tea, milk etc.
The non corborated beverages sector can be classified as fruit dinks, nector and juices. The classification is based on the percentage of the fruit pulp content in the beverage. Fruit drinks has to have minimum fruit pulp content of 10% while nector needs to have a minimum fruit pulp content of 25% the total size of the branded non corborated beverages in the organized segment is estimated at rs500 crores.
For Indians, drinking juices is not a new concept. Fruit drinks in the unorganized segment are considered cheaper and fresher by consumers, even though they are unhygienic. The organized natural juice market in is currently in a nascent stage –though it is growing at a healthy 35% to 40% per annum. The market has had high entry barrier. Few customers are convinced about packet juices, being preservative free and as healthy as freshly squeezed juice, the drinks market is relatively more mature and growing at 20-25%.
INTRODUCTION TO THE COMPANY
MAA fruits were started in 1997 by Mr. N.E.Kumar, he is the Managing Director of MAA fruits.
The name of the firm is MAA Fruits India pvt.ltd. and its brand name is MAA fruits. Initially the operation was started in India. After a successful run in India the company expanded its operations to other parts of the world. At present the company has 10 branches all of them being efficiently managed.
INTRODUCTION TO THE STUDY
Business is all around us and it is the main spring of modern life, only few people under stand its true nature and its role in the society. The study in any one of the fields of business is essential for training one self in that field for their carrier in their future. More over it helps in under standing the events in the right perspective and tackling different situations effectively.
It is quite but usual that during scorching summer, people do crave for some cool item. If such cool items are in the form of cool drinks, they receive more importance. The cool drinks manufacturers are giving importance to the quality that is why some cool drinks manufacturers are increasingly making progress in the current markets.
Perception:
Perception is defined as the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world.
Perception has strategy implications for marketers, because consumers make decisions based on what they perceive, rather than on the basis of objective reality.
The interpretation of stimuli is highly subjective and is based on what the consumer expects to see in light of previous experience, on the number of plausible explanations he or she can envision, on motives and interests at the time of perception, and on the clarity of the stimulus itself. Influences that tend to disfort objective interpretation include physical appearances, stereotypes, halo effects, irrelevant cures, first impressions, and the tendency to jump to conclusions.
Just as individuals have perceived images of themselves, they also have perceived image of Products and brands. The perceived image of a product or service (i.e., its symbolic meaning) is probably more important to its ultimate success than are its actual physical characteristics. Products and services that are perceived favorably have a much better chance of being purchased than products or services with unfavorable or neutral images.
CONCLUSION:
This study leads to the conclusion that fruit drinks market is an emerging market having a huge growth potential. Especially after the Coke, Pepsi controversy, people have a preference shift towards fruit drinks in comparison to aerated soft drinks.
Even in the fruit drinks market particularly, the local brands have been seen to have an edge over the branded drinks when it comes to semi-urban and rural market. The local brands have the capacity to penetrate deep in the market and thus score over the branded ones.
Wide spread availability of the product and promotional efforts to be in the minds of the consumers are found to be the major factors in successful marketing of the fruit drinks.