30-05-2012, 11:00 AM
HEALTH FOOD DRINKS
Health food drink report.pdf (Size: 422.16 KB / Downloads: 47)
Problem Statement
The project had been undertaken with an objective to understand the customer
behaviour in the “Health Food Drink (HFD)” product category. The objective of the
study also included identifying the determinant purchase factors, the customer
segments and the sources of information they rely on. The existing positioning of
prominent brands and the perceptions among different segments were also covered
under the study. The brand loyalty and switching were also studied. The brand
personality was also studied as a part of the project.
Nutrition In India
After 4 years of age, a child's energy needs per kilogram of bodyweight are
decreasing but the actual amount of energy (calories) required increases, as the child
gets older. From 5 years to adolescence, there is a period of slow but steady growth.
Dietary intakes of some children may be less than recommended for iron, calcium,
vitamins A and D and vitamin C, although in most cases -as long as the energy and
protein intakes are adequate and a variety of foods, including fruit and vegetables,
are eaten- deficiencies are unlikely.
India has enormous under-nutrition and over-nutrition problems
Asia has the largest number of malnourished children in the world. The Double
Burden of Malnutrition in Asia was inspired by the massive challenge that this
situation currently poses for Asia. It describes the main driving forces behind the
groundswell of under-nutrition, while shedding light on the emerging double burden
of co-existing underweight and overweight, and the linkages between these two
different forms of malnutrition.
Brand Loyalty
Selling to brand loyal1 customers is far less costly than converting new
customers (Reichheld 1996, Rosenberg and Czepiel 1983)i. In addition, brand
loyalty provides firms with tremendous competitive weapons. Brand loyal
consumers are less price sensitive (Krishnamurthi and Raj 1991)ii. A strong
consumer franchise gives manufacturers leverage with retailers (Aaker 1991) 1.
And, loyalty reduces the sensitivity of consumers to marketplace offerings,
which gives the firm time to respond to competitive moves (Aaker 1991) 1. In
general, brand loyalty is a reflection of brand equity, which for many businesses
is the largest single asset.