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B. A. CHAITHANYA

1. Motivating Factors behind sale of cold drinks in South India Market
Rezumat:According to CAGR (2007-2011) Indian beverage market is 21% and Indian ranked 3rd largest beverage consumption after the USA and China. Indian every year beverage consumption is nearly 120 billion litters. In peak reason soft drinks consumption will be 25 million whereas in off season its consumption will be nearly 15 million.  Health/nutrition benefits, affordability, taste/freshness, functionality, product availability, and corporate responsibility (CR) issues are among other key consumer drivers. The industry has traditionally competed for market share instead of conditioning consumers to pay for the value they receive—that is, why they should perhaps pay more for certain things like convenience, nutritional benefits, functionality, availability, fair trade, etc. Healthy eating is another critically important consumer driver, a trend that will have considerable influence over company strategies in the next five years.  After going through the statistics that motivates the researcher to further study in this industry .The present study consists of two objectives. The first objective  is to find out  the major  factors  that influence customers to select one particular brand of cold drink among different brands  in the competitive market followed by the second objective to identify   the  influencing factors those have active role towards sale of cold drinks in south india Market. A total of 427 respondents involved in the survey process, after words that sample size reduced to 400 (200 for the present retailers and 200 for the new retail outlets) having 93.6 percent response rate. Convenience sampling method which is considered as non-probability sampling is used.Factor analysis followed by regression has been used to meet the objective of the study.
Autor(i):Debajani SAHOO, B. A. CHAITHANYA
Publicat în:Revista Română de Marketing 4/2014 [Volume 9, Issue 4] (octombrie-decembrie)
Cod citare:6794

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