1. Presented By
MARKET RESEARCH
ON HEALTH DRINKS IN INDIA.

2. Introduction
 A Health Drink is an item that, when used, will
restore a small amount of health.
 Indian health drinks market is still in its infancy
due to the lack of awareness among the
population.
 GlaxoSmithkline (GSK) with four brands -
Horlicks, Boost, Viva and Maltova - is the leader
in Indian health drink market. Complan, GluconD
from Heinz India and Cadbury India's Bournvita
are also popular among the Indian health drink
brands.

3.  South and East India are large markets for these
drinks, accounting for the largest proportion of all
India sales. The total market is placed at about
90,000 ton and is estimated to be growing at
about 4%.
 This paper deals with the customers' behavior
towards the Health Food Drinks category.

4. Major Players In The Indian Market

5. Research methodology
 Research design- To analyze the buying behavior of
customer’s descriptive research design was used.
Primary data was collected with the help of close
ended questionnaire.
 Sample Design- Our target population involves the
users, deciders and buyers of Health Drinks. The
users include the young population with age group
ranging from 21-25 years. The total sample size is
101 included students and employed population.

6. Analysis & Interpretations
 Age :
For market survey of health drink age group was taken
from 20 years to 25 years.
 Gender :
63 of respondents were male
and 38 female out of 101. MALE
62%
FEMALE
38%

7. Maximum number
of respondent
(50%) were PG
and rest were
Graduate or
undergraduate.
• Education :
HSC
24
UG
4
Graduate
23
PG
50

8. • Factors affecting selection :
Analysis of
survey data
shows that most
of the
respondent were
affected by
brand and taste.
42
21
18
19
0%
Brand Taste Benefit composition

9. • Income
14%
11%
25%
50%
0 - 1,00,000
1,00,000—3,00,000
3,00,000—5,00,000
5,00,000 and
above.
Out of the total
respondents
14% were of
income below 1
lakh , 11% were
of 1 to 3 lakh
25% were of 3
to 5 lakh and
rest i.e 50 %
were having
income about 5
lakh or more.• Advertisemen
t
YES
45%
NO
33%
MAY
BE
22%
45 % of the
respondent agrees
that advertisement
has impact on their
choice of selection of
brand.

10. • Occupation
65%
25%
2%
8%
Student
Employed
Hosewife
Other
As age group
was
defined, most of
the respondent
were students
(65%) , 25% was
employed , 2%
housewives and
rest were others.

11. • Buying Location
21%
10%
32%
37%
SUPER
MARKET
MEDICAL
STORE
GENERAL
STORE
ANY STORE
We asked for the
buying location
preference of
respondent , result
of survey shows
that most of
customer buys
health drink from
any store (37%) or
general store (32%).

12. • Brand Preference
40%
22%
12%
16%
10%
BOURNVITA
COMPLAN
BOOST
HORLICKS
OTHERS
Among all the top five
brands i.e.
Boost, Bournvita, Compl
an, Horlicks etc; the
brand at first place is
Bournvita with the
largest market share
40%.Complan is at the
second place with market
share 22 % and Horlicks
and Boost are at next
positions with 16% and
12 % respectively.

13.  The findings of the study of customer buying behavior
in Health Drink states that among all the five
brands, the brand at first place is Bournvita with the
largest market share 41%.Complan is at the second
place with market share 22 % and Horlicks and Boost
are at next positions.The result shows that there is no
significant impact of factor such as gender and
education on purchase of health drinks but there is
impact of income on choice of health drinks. Age
taken in survey for sampling size was 21 to 24.
 Health drink are useful for health and most of the
respondent consumes health drinks of different
brands.
.
Conclusion

14.  There should be more awareness about health
drinks through advertisements since respondents
were not sure about concept of health drink.
 New entrant can occupy considerable market share
in health drink market.
 Aggressive advertisement can increase market
share.
 Effective rural marketing can also increase the
consumption of health drink in India as most of the
population lives in rural areas.
Recommendations

15. References
 Reichheld, Frederick (1966). The Loyalty Effect. Boston, MA:
Harvard Business School Press.
 Day, G.S. (1969). "A Two-Dimensional Concept of Brand
Loyalty," Journal of Consumer Research 2, 4, 241-258.
 Schiffman & Kanauk , Consumer Behaviour -Prenticehall of
India Private Limited (3rd edition)
 ww.expresshealthcaremgmt.com/20030815/ events6.shtml
 www.fao.org/es/ESN/nutrition/ind-e.stm
 www.expresshealthcaremgmt.com/20030430/convers.shtml
 http://www.cadburyindia.com/brands/bev1.asp
 http://en.wikipedia.org/wiki/Horlicks
 http://www.complanfoods.com/complan_overview.php
 http://en.wikipedia.org/wiki/Milo_(drink)
 h t t p : / / w w w . b o o s t . c o m / P r o d u c t s
/ourproducts_boostdrink.asp