no

1. 1
Post Graduate Diploma in
Management
IIMT SCHOOL OF MANAGEMENT
(ISM)
Summer Internship Programme
Project Title:
“A Comparative Study of Rasna Ju-C in relation to other
competitors: Understanding Consumer Behavior Approach in
Bhopal city”
Submitted By:
Name: Rishabh Shukla
Registration No.: 0301014

2. 2
Acknowledgement s
A project work is never a work of an individual. We owe a sense of gratitude to the intelligence
and co-operation of those people who had been so easy to let us understand what we needed
from time to time for completion of this exclusive project.
It is to great pleasure for me to express my hearty and sincere gratitude to my faculty guide,
Ms.Neetu Ahmed (Faculty of ISM IIMT School of Management, Gurgaon) under whose genuine
and inspiring guidance the present piece of investigation could get its present shape within such a
limited range of time.
I am highly thankful to Mr. Debashish Barua (Marketing Executive Rasna Beverages) who guide
me in the survey the area and to management of Rasna Beverages Company for the permitting to
carry out the present research work.
Special thanks also due to Mr. Kamal Sahu (TSM Bhopal) and all the employee, customer,
retailers and distributors related to Rasna Ju-C Company for their precious co-operation provided
to the investigator during the period of data collection.
Place: Gurgaon Rishabh Shukla

3. 3
Executive Summary
“A Comparative Study of Rasna Ju-C in relation to other competitors: Understanding Consumer
Behavior Approach in Bhopal city”
1- To study the brand awareness towards the Rasna Ju-C and other brands.
2- To study the consumer behavior different brands and satisfaction level toward the Rasna
Ju-C and other brand.
3- To study a competition between Rasna Ju-C and other brand.
The whole study or research explains about the consumer’s buying behavior and their preference
regarding Rasna Ju-C and fruit drinks. Consumer buying behavior is a generic term explains
about the consumer choice or preference that they have for a particular product. Consumer’s
buying behavior tells the companies about the modification or features of the products. For this
research some of the main features were taken into consideration like flavor, availability, price,
packaging and the most important awareness. Because during research I come to know that there
are so many people who even don’t know about the Rasna Ju-C that there is such kind of fruit
juice available in the market. So I am tried to focus on the awareness of the consumer. After this
there are so many competitors in the market like Real, Tropicana etc. but the competition
become tougher when we talk about the local juice makers and sellers.
This study helps to find out the strength, weakness, opportunity and threats of Rasna Ju-C with
the help of retailers and consumer. We find out the weakness of Rasna Ju-C and opportunity to
increase the sales of Rasna Ju-C in Bhopal city. This study is very important for Rasna Ju-C in
Bhopal city to increase the sales of Rasna Ju-C.
The strategy for the product can be changed by comparing the different factors that has obtained
from the research. Allocation of largest consumer is the important work for the producer so they
can match their product nature with the preference of the consumer who is more willing to buy
fruit juice.

4. 4
Table of content
C ontent Page No.
1. Introduction to the Industry / Company overview 5-9
2. Project Objectives 10
3. Theoretical Framework and Background 11-18
4. Review of Literature
19-21
5. Research Methodology 22-24
6. Data Analysis, Results and Interpretation 25-34
7. Findings 35
8. Conclusions
35
9. Limitations of the project
35
10. Recommendations
36
11. References 37
12. Que s t ionna ire 38

5. 5
Introduction to the Industry/ Company overview
The Indian food processing industry in India has a total around a USD 65 billion. Which they are
included a value added products around 20.6 billion. The Indian beverages industry around a
USD 230 million. Tea and Coffee is a major sector in beverage industry in India. They are not
only sold in India but they are also exported to an overseas market. Fruit juice, pulp and
concentrates and sauces are doing very well in the Indian beverages market.
Beverage industry is included a nonalcoholic and alcoholic items. Today time beverage industry
is growing very well so many of the company are better compete and gaining a share. According
to the many of the report consumption of non alcoholic beverages is increased by 16.5-19 % in
the next 3 years. According to the Indian beverages association non alcoholic beverages are grow
up a 16.5% per year and non corporate manufacture are grow up a 19% per year. Indian
beverages market is unorganized. Here 75% of the demand of serviced by companies in
unorganized market. But today time many of the company are invested money to building
capacity and developing bottling infrastructure in country. According to the another report
published by a different researcher non alcoholic Indian beverage market comprising a juices,
bottled water, carbonated drinks, tea and coffee is touch a $5.18 billion in 2015. According to the
S.R. Goenka non alcoholic industry are hold a many type of advantages such as large consumer
base, abundant supply of raw materials, pool of low cost and skilled labour. Beverage industry in
India currently contributing a 1% in India’s GDP.
Soft Drinks in India industry profile provide top-line qualitative and quantitative summary
information including: market size (value, and forecast to 5). The profile also contains
descriptions of the leading players including key financial metrics and analysis of competitive
pressures within the market. Essential resource for top-line data and analysis covering the India
soft drinks market. Includes market size data, textual and graphical analysis of market growth
trends, leading companies and macroeconomic information. In 2012, soft drinks registered a
stronger double digit off-trade value growth rate than the CAGR for the review period. This
growth was attributable to strong double-digit performances in categories, such as bottled water
and fruit/vegetable juice, which had a good year due to rising mercury levels. Long summers and
higher disposable incomes continue to be the main growth drivers of soft drinks. The soft drink
market consists of retail sale of bottled water, carbonates, concentrates, functional drinks, juices,
RTD tea and coffee, and smoothies. However, the total market volume for soft drinks market
excludes the concentrates category. The market is valued according to retail selling price (RSP)
and includes any applicable taxes. Any currency conversions used in the creation of this report
have been calculated using constant 2010 annual average exchange rates.
-The Indian soft drinks market generated total revenues of $3.8 billion in 2010, representing a
compound annual growth rate (CAGR) of 11% for the period spanning 2006-2010.
-Carbonates sales proved the most lucrative for the Indian soft drinks market in 2010, generating
total revenues of $1.9 billion, equivalent to 50.5% of the market's overall value.
-The performance of the market is forecast to decelerate, with an anticipated CAGR of 9.1% for
the five-year period 2010-2015, which is expected to lead the market to a value of $5.9 billion by
the end of 2015. The market for fruit and vegetable juice has grown at a steady rate over the last

6. five years. This is largely due to increasing importance of leading a healthy life of India. The
market has grown from just Rs. 1200 Crore to over Rs. 3200 Crore over the last 5 years. This
indicates a CAGR of 21.67%.
6
The fruit juice market can be classified on the basic of various product segments as follows.
Fruit Drinks (Maximum Fruit content- 30%)
Nectar drinks (Fruit content between 25 % & 90 %)
Fruit juice (100% fruit content)
Fruit drinks are the largest market with an estimated market share of close to 50-60%. Mango is
the most popular flavor and account of 90% of volume across all the players. Other flavors
include orange (3%), pineapple (2%), and fusion of one or two flavor. Parle agro is the market
leader for this segment with its brand Frooti commanding a market share of 75%.
Fruit juice market share is estimated to be close to 30%. It is expected to grow at 20-25%
annually. Rising number of health conscious and use of juice for breakfast with white spirits are
the key factor that will drive growth. Dabur real fruit juice is the market leader with a share of
55%. Pepsi co’s Tropicana with a share of 30-35%. Other players include Godrej which launched
juice under the x category and mother dairy which also ventured into this segment under the safal
brand.
Nectar is the smallest category with an estimated market share of close to 10%. Godrej is the
leading player with its x brands. Dabur enjoys presence in this segment under the brand name
coolers. Pepsi has also entered this segment under the brand name Tropics with mango, guava,
and litchi flavor.

7. 7
COMPANY OVERVIEW
Rasna is a one of the soft drink concentrate brand. Rasna Company owned by Pioma industries
which is located in Ahmadabad, India. In 2009 Rasna had a 93% market share in soft drink
concentrate in India. And 2011 company had a 3.5 Billion Rs. Turnover. Company most of the
business operation are operated in India so it 5 manufacturing unit in Gujarat and 1 in Himachal
Pradesh. Its manufacturing units also operated in outside India in Bangladesh, Dubai, Saudi
Arabia and Egypt. Company are manufactured a soft drink concentrate in different flavors. In
2000 company are launched a fruit drink Oranjlot. But this is failed in market because this drink
required a refrigerated at all of the time but most of the retailers are switch off their refrigerators
in night. Company are also launched a juice product in market in 2002 and 2010. Company is
entering a health drink segment.
Rasna Pvt. Ltd. is a proudly family owned ISO 9002 & HACCP certified company. Rasna
philosophy rests on producing and marketing the best of products and developing long term
relationship in the market. Rasna Pvt. Ltd. holds steadfastly to its commitment to excellence, a
commitment to being one of the largest Soft drink concentrate manufacturing company in the
world. Rasna has over the last 10 year successfully spread its wings with its export division,
offering the extremely successful soft drink concentrates, instant drink powder and ethnic range
of products to the global markets. Rasna has extended its range to include other products,
synergetic, to its basic activities, by introducing a variety of processed fruit product for the
global consumer. Rasna has gained 1st rank in the soft drink beverage category. Rasna has also
received the 1st FMCG award in the soft drink concentrate category. Currently Rasna holds close
to 93% market share in the soft drink concentrate market in India. As a tribe in action it promise
to deliver, with individual performance and economy enhancement, substantial gain in its
products for consumers at a large to relish at every moment of their lives. Rasna has always been
a brand that every Indian knows of as standing tall, vis-à-vis quality flavor and enjoyment in the
in-house market of soft drinks. Its background integration ensures that most of the raw materials
are made by Rasna directly or through job work. It has the largest capacity in Asia to make
powder concentrate. Rasna has always been among the trusted brand in the soft drink market and
has managed in creating opportunities through best international practice benchmarks.
After being in the powder concentrate business for years, Rasna has forayed into the ready-to-drink
category. The company said it has carved a separate beverages division to give a fillip to
the category. Rasna is also mulling to introduce a slew of products, including flavored water and
energy drinks, to stay ahead of competition. Rasna chairman and managing director Piruz
Khambatta said the company may also look setting up its own manufacturing facility for the
ready-to-drink category. We have contract manufacturing arrangement for juices. In the next six
months, we plan to come up with own plant at an investment of around Rs. 50-60 Crore.

8. 8
Rasna Product Line
1976 – Introduced SDC under the brand name “JAFFE”.
1979 – Brand name change to “RASNA”
1980-1990 – Ruled the market by the tag line “I LOVE U RASNA”
1991 – Decline in sales due to the entry of competitors i.e. Coca cola, Pepsi etc.
1993 – Launch product of 2 categories at global level i.e. “Rasna Beverages, Food and Rasna
ethnic basket”
1996 – Launched Rasna international and Rasna royal as pre sweetened mix drink.
1999 – Launched 2 new flavor “Rasna Parker & Rasna aqua fun”
2000 – Launched ORANJOLT aerated drink but soon fail.
2001 – Company name changed to Rasna Ltd.
2002-: Launched RASNA UTSAV & RASNA ROJANA as juice products
2013-: Rasna enter ready to drink beverage segment with the brand name "RASNA JU-C"
Mission of the company
“We aim to establish ourselves as the country's leading source of healthy energy in the form of
naturally blended juices, beverages and derivatives, through constant innovation and a
commitment to forge long lasting relationships”
Rasna Beverage Division
Moving on to new pursuits with the continuing commitment of hard work and consumer
research, Rasna has launched Rasna Beverages Division. Under this, the first brand to be
launched is Rasna Ju-C. Rasna JU-C was launched about a year back in Delhi and slowly spread
their wings in other parts of North and west India. Rasna Ju-C is a brand new and innovative
addition to Rasna existing portfolio and is to fulfill the need gaps for consumers, basis their
tastes and preferences. The introduction of the new category signifies the acknowledgment that
company has developed an innovative product and believes in offering the best products to their
customer’s products that are enriched with natural taste, more nutritional value and a variety of
flavors albeit at very competitive prices.

9. 9
About Rasna Ju-C
The company has started a separate division of Rasna beverages to manufacturing a Rasna Ju-C.
Rasna has planned to invest a 40-50 Crore in the next two years on gaining a foothold in the
beverages segment. Rasna beverages division is an independent business unit, based out of Delhi
and Mr. Arshad Siddiqui is a president and CEO. Rasna Ju-C is a ready-to-drink product with a
100% vitamin C. Rasna Ju-C is basically targeted for 8-14 years children. Rasna Company
formally known for creating the soft drink concentrate category in beverages is targeting at
achieving a turnover of Rs. 400 Cores and a market share of 4.5% at the end of the three years.
 Rasna Ju-C launched in 2012.
 Rasna Ju-C is a nutritionally health beverage product with a 100% of vitamin C.
 Rasna Ju-C is contained a 20% fruit pulp.
 Rasna Ju-C available in PET bottle in different quantity such as 200 ml, 250 ml, 300 ml,
500 ml, and 1 liter.
 Rasna Ju-C available in orange, mango, guava, apple, pineapple, mix fruit, Neebu Pani
and Masala Shikanji flavors.

10. 10
Project Objectives
1- To study the brand awareness towards the Rasna Ju-C and other brands.
2- To study the consumer behavior different brands and satisfaction level toward the Rasna
Ju-C and other brand.
3- To study a competition between Rasna Ju-C and.

11. 11
Theoretical Framework and Background
Consumer Behavior
Consumer behavior is a consists of a different types of action which is taken by a consumer in
regarding to purchasing a various goods and services. A study we are focused on a psychological
and other factor which are motivate a people to either buy a product or reject a product. Creating
a successful marketing campaign we are a need to understand a theme of the factor and utilize a
factor and motivate to consumer to purchasing a product. Cultures are always playing a major
role in shaping a consumer behavior. Social pressure is a major factor which affects a consumer
behavior. Consumers are motivated to purchasing a specific brand because many of the people
are admire to purchasing a same product. Education is also play a major role in determining a
consumer behavior.
Consumer behavior we are know the psychology of how the consumer is influenced by his or her
environment for example culture, family, signs, media etc. We know a behavior of consumer
while shopping or making other marketing decision. Know a limitation of consumer knowledge
and information processing abilities. These all of the issue providing a help for adopting
strategies by taking the consumer in consideration. Consumer behavior involves a use and
disposal of products as well as study of how they are purchased a product. Consumer behaviors
are involving a service, idea and tangible products.
Awareness- Awareness means know an existence of the product in the market. This is a first
stage of an adoption process. Consumers are exposed to product innovation. In this stage
consumer are not interested to know a more information for product.
Perception- Perception is defined as a process by which an individual select, organize and
interprets stimuli into a meaningful and coherent of the world. Perception we are study what we
subconsciously add to or subtract from raw sensory to produce own private picture of the world.
Attitude- Attitude is a way of thinking is learned predisposition to behave in a consistently
favorable and unfavorable way with respect to a given object.
The study of consumers helps firms and organizations improve their marketing strategies by
understanding issues such as how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or
her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping
or making other marketing decisions; Limitations in consumer knowledge or information
processing abilities influence decisions and marketing outcome; How consumer motivation and
decision strategies differ between products that differ in their level of importance or interest that
they entail for the consumer; and how marketers can adapt and improve their marketing
campaigns and marketing strategies to more effectively reach the consumer. Understanding these
issues helps in adapting strategies by taking the consumer into consideration. For example, by

12. understanding that a number of different messages compete for our potential customers’
attention, one learns that to be effective, advertisements must usually be repeated extensively. It
is also learnt that consumers will sometimes be persuaded more by logical arguments, but at
other times will be persuaded more by emotional or symbolic appeals. By understanding the
consumer, the company will be able to make a more informed decision as to which strategy to
employ.
The "official" definition of consumer behavior given in the text is "The study of individuals,
groups, or organizations and the processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society.
Behavior occurs either for the individual, or in the context of a group (e.g., friend’s influence
what kinds of clothes a person wears) or an organization (people on the job make decisions as to
which products the firm should use). Consumer behavior involves the use and disposal of
products as well as the study of how they are purchased. Product use is often of great interest to
the marketer, because this may influence how a product is best positioned or how we can
encourage increased consumption. Since many environmental problems result from product
disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage
piling up at landfills) this is also an area of interest. Consumer behavior involves services and
ideas as well as tangible products.
The impact of consumer behavior on society is also of relevance. For example, aggressive
marketing of high fat foods, or aggressive marketing of easy credit, may have serious
repercussions for the national health and economy. There are four main applications of consumer
behavior:
The most obvious is for marketing strategy—i.e., for making better marketing campaigns. For
example, by understanding that consumers are more receptive to food advertising when they are
hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that
new products are usually initially adopted by a few consumers and only spread later, and then
only gradually, to the rest of the population, we learn that
(1) Companies that introduce new products must be well financed so that they can stay afloat
until their products become a commercial success and
(2) It is important to please initial customers, since they will in turn influence many subsequent
customers’ brand choices. As a final benefit, studying consumer behavior should make us better
consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of
laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In
practice, however, you often pay a size premium by buying the larger quantity. In other words, in
this case, knowing this fact will sensitize you to the need to check the unit cost labels to
determine if you are really getting a bargain. There are several units in the market that can be
analyzed.
12

13. 13
STP Analysis of Rasna Ju-C
Market segmentation
There has been no general acceptance of the product forms in the fruit beverage market. The
consumer is basically concerned of it is a fruit juice or synthetically constituted product. Product
segmentation, therefore should we clearly delimit.
Target Markets
The woman of the house and children are an important influencing factor in today’s scenario. As
the Kiwijoos contains lots of health benefits, the women who care for her family wants her
family to be healthy and so are they are targeted. The children are attracted to the beautiful ads
and demand for the products as they want to experiment things just for the sake of it or for their
self satisfaction. The teens are the most who like to try out new and different products. Today
teens are the most health conscious and put in lots of efforts to be healthy. So even they are an
important target audience. Most of the person are purchase a fruit drinks for home. For an
average Indian population juice consumption is seen as a luxury and is a very urban phenomena
as people in the urban are getting more and more health conscious and relating and accepting
juices as a healthy social drinks. Most of the people are use a fruit drinks in out of home. We are
seen such type of consumption is usually seen:
 On roads i.e. in front of the general stores, railway station, bus stand, airports etc.
 Entertainment zones like park, cinemas etc.
 Eating place like restaurants, college canteens, hotels etc.
 Working place like offices, aerobics classes, places of worship etc.
Positioning
Rasna Ju-C positioned in a market as a nutritional and healthy drinks for a children.
SWOT Analysis of Rasna Ju-C
Strength Weakness
1. Strong parent company.
2. Convenient packaging.
3. Large distribution network.
4. Brand equity of Rasna.
5. Competitive pricing.
1. Distribution channel is improper and
irregular.
2. Seasonal product.
3. Target segmented- only kids.
4. Lack of advertising.
Opportunity Threat
1. Increasing a demand of the other
flavors like Apple, pineapple etc.
2. Increase a health consciousness
product.
3. Premium pricing.
1. Compete with a local juice vendor.
2. Many of the competitors in the market.

14. 14
Marketing Mix of Rasna Ju-C
Product
Rasna Ju-C is available in a fruit beverage with a health benefits product. Rasna Ju-C is for both
of the person kids and adults. Rasna Ju-C is available in a different flavor such as orange, mango,
apple, mixed fruit, pineapple, guava, nibu pani and litchi flavors. Rasna Ju-C is available in a
different quantity such as 1 liter, 500 ml, 300 ml, 250 ml, 200 ml. 300 ml of bottle available in a
spill proof cap.
Price
Rasna Ju-C is available on a different price range. Ju-C 1 liter bottle available in Rs. 75 and
mango flavor bottle available in a Rs. 65/-.
Rasna Ju-C 500 ml bottle available in 38/- and Mango bottle available in 34/-.
300 ml bottle available in a Rs.25/-
250 ml bottle available in Rs. 20/- and mango flavor is available in Rs. 18/-
200 ml bottle are available in a 15/- in a mango flavor.
Rate list of the Rasna Ju-C different Flavors
S.
No.
Products Quantity MRP
1 Orange 1Ltr. 75.00
2 Guava 1Ltr. 75.00
3 Mix 1Ltr. 75.00
4 Apple 1Ltr. 75.00
5 Pineapple 1Ltr. 75.00
6 Mango 1Ltr. 65.00
7 Orange 500ml 38.00
8 Guava 500ml 38.00

15. 9 Mix 500ml 38.00
10 Apple 500ml 38.00
11 Pineapple 500ml 38.00
12 Mango 500ml 34.00
13 Orange 300ml 25.00
14 Guava 300ml 25.00
15 Mix 300ml 25.00
16 Apple 300ml 25.00
17 Pineapple 300ml 25.00
18 Mango 300ml 25.00
19 Orange 250ml 20.00
20 Guava 250ml 20.00
21 Mix 250ml 20.00
22 Apple 250ml 20.00
23 Pineapple 250ml 20.00
24 Mango 250ml 18.00
25 Mango 200ml 15.00
Place
Rasna Company is a very strong distribution network. Rasna Company has 35 depots, 2500
stockiest, 1.8 million retail outlets and a strong sales force. Rasna Company is following a
different distribution channel according to the market condition. Rasna Ju-C is a product of
Rasna Company so this provided a strong distribution and market for Rasna Ju-C.
Promotion
Rasna Ju-C is a positioned in a market as a healthy drink concentrate. Rasna Ju-C launched by a
famous boll wood actress Karishma Kapoor and the new Rasna girl Avan Khambatta the
daughter of Rasna Chairman. Rasna Ju-C is a introducing stage in today time. Rasna Ju-C not
promoted in today time through a TV ads. Rasna Ju-C is trying to capture a all of the kids and
teenage people.
15

16. Competitive analysis
In our research we are also include a competitive analysis so firstly I am defined what
competitor’s analysis. Competitor analysis in marketing and strategic management is an
assessment of the strengths and weaknesses of current and potential competitors. This analysis
provides both an offensive and defensive strategic context to identify opportunities and threats.
There are many of the players are available in a market. There are some major players are
available in a market such as Pepsi with its brand Tropicana, Dabur foods with its brand Real,
Coca Cola India with its brand Maaza etc. There we are including a some of the leading
manufacturing food beverages company in India.
16
Company Brand Flavors
Parle Agro Frooti
Appy
Mango, Guava, Pineapple,
Strawberry & Orange
Apple
PepsiCo Ltd Tropicana
Slice
Orange, Nature Sweet, Apple,
Grape, Pineapple, Tomato
mixed fruit, Litchi, Orange &
Guava.
Dabur Real
Real Active
Grape, Guava, Orange,
Pineapple, Tomato mixed
fruit, Litchi, Mango, orange,
Apple.
Godrej Foods Jumpin
Re
Xs
Orange & Apple
Coca Cola Maaza Mango
There are many of the competitors are available in a market. Dabur is a biggest player in juice
market. Dabur are available in a two brands Real and Real Active. Dabur is a 55% of market
share. PepsiCo is a second largest competitor with a 30% of share. There are some others players
are available in a market such as Parle, fresh Gold, Godrej, Frooti, Appy, Mazza, Minute Maid,
Slice, Fresh gold etc. As per the studies, the most of the person are preferred an individual pack
because it is convenient and easy to carry and consume. Tetra Packs are most popular among
manufacturers as well as consumers. Some of the companies are offering an also offering their
products in Tins and PET bottles.
Dabur Real Fruit Juice in 9 Flavors
Dabur flagship brand Real fruit juice is a market leader in the packaged fruit juice category. Real
was launched in 1996 and the brand has carved out niche for itself by claiming to be the only
fruit juice in packaged form that is 100% preservative free. Real with a market share of 55%

17. offers its consumers the largest range of 9 juices that comprise orange, mango, pineapple, mixed
fruit, grape, guava, tomato, litchi and cranberry.
Real Junior, available in 125 ml packs, targets children below six years. It has two favorite
flavors of mango and apple enriched with calcium. Real Active, 100% fruit juice with no added
sugar, gives the goodness of fruit without adding extra calories. Today it is available in orange,
apple, and orange-carrot variants. Real Active orange carrot juice, India’s fist packaged
vegetable juice, is a combination of juicy orange and sweet carrots.
Dabur Food producers around 50 million liters of juice annually through its state-of-the-art
facility at Birganj, Nepal. In august 2004, the company commissioned a multi-fruit processing
facility in Siliguri, in West Bengal, set up by Pasadena Foods, a wholly owned subsidiary of
Dabur Foods Ltd. Spread over 11 acres and geared to process 150 tons of fruit per day, it has the
capacity to produce 192 tons of pulp/concentrate. The plant procures fruit worth Rs 6 Crore from
West Bengal, North-East, Bihar, Uttar Pradesh, Maharashtra, and Andhra Pradesh. It has the
highest capacity utilization by processing pineapple, litchi, guava, mango and grape round the
year.
17
Godrej Xs Fruit Juice
Xs range of fruit nectar has more fruit making it thick and tasty. Also the vitamins and
carbohydrates present in it provide extra energy for fit and healthy living. Available in orange,
litchi, mango, and pineapple flavors, Xs comes in tetra Pack of 200 ml and 1000ml.
Pepsi’s Tropicana
Pepsi’s Tropicana brand fruit juice has registered double digit growth and has outpaced the
growth off the packaged fruit juices market in India. India is a very important market for
Tropicana and is among the top 10 biggest markets for the brand. The company sources orange
juice concentrates from Brazil. Tropicana is available in orange, apple, grape and cranberry
flavors and a cocktail in Ruby red. They come in Tetra packs of one liter and PET bottles of 500
ml and one liter.

18. 18
Competitors of Rasna Ju-C

19. 19
Review of Literature
Consumer Behavior by Leslie Lazar and Schiffman: The authors suggested consumer
behavior as individual differs as from group. The family decision for a purchase decision is
entirely different from individual decision making. The authors discussed various variables that
affect consumer purchase decision. The book focused on family life cycle and various needs of
consumer during different life stages. The family decision making process as a group decision
making is elaborated and it is recommended to segment the market according to family need
hierarchy.
Factor affecting consumer behavior
There are four factors affecting consumer behavior-
1. Cultural factor
2. Social factors
3. Personal factors
4. Psychological factors
1. Cultural factors-: The set of basic values perception wants and behaviors learned by a
member of the society from family and other important institutions.
a) sub- culture – A group of people which share value system based on common life experiences
and situation.
B) Social class- Relatively permanent and order divisions in the society whose members shares
similar values, behavior & interest.
2. Social factors – A consumer behavior also is influenced by social factors such as the
consumers small groups, family& social roles.
A) Group- two or more people who interact to accomplish individual or mutual goals.

20. B) Family- family members can strongly influence by a buyer behavior. Family is the most
important buying organization in society and it has been researched extensively marketers are
interested in the role and influence of the husband wife and children on the purchased of
different products & services.
C) Role and status- a person belongs to many groups – family clubs and organizations. The
persons positions in a each groups can be defined in terms of both roles and status. A role
consists of the activity people are expected to perform according to the persons around them.
3. Personal factors-a buyer’s decisions also are influenced by personal characteristics such as
the buyer’s age & life cycle stage, occupations, economics situation, lifestyle and personality and
self concept.
A) Age and life cycle stage - people change the goods and services they buy over their lifetimes.
Marketers often define their target markets in terms of life-cycle stage & develop appropriate
products and marketing plans for each stage.
B) Occupation- a person’s occupation affects the goods and services bought. A company can
even specialize in making products needed by a given occupational group.
C) Economic situation – a person’s economic situation will affect product choice. Marketers of
income- sensitive goods watch trends in personal income, saving and interest rates.
20
D) lifestyle- a person’s pattern of living can be expressed in his or her
 Activities-(work, hobbies, shopping, sports, social)
 Interests-(food, fashion, family, recreation)
 Opinions–(about themselves, social issues, business, product)
4. Psychological factors- A person’s buying choices are further influenced by four major
psychological factors: motivation, perception, learning& beliefs and attitudes
A) motivation-a person has many needs at any given time .some are biological arising from
states of tension such as hunger ,thrust, or discomfort .a need becomes a motive when it is
aroused to a sufficient level of intensity.

21. B) Perception-a perception is the process by which people select, organize and interpret
information to form a meaningful picture of the world.
C) Learning-learning describes changes in an individual’s behavior arising from experiences.
Learning occurs thorough the interplay of drives, stimuli, cues, responses.
D) Belief &attitudes-belief is a descriptive thought that a person has about anything. Belief may
be based on real knowledge, opinion, and faith. Attitude describe a person’s relatively
consistence evaluations, feelings &tendencies toward an object
21

22. 22
Research Methodology
I am conducting a primary and secondary research. Primary research we are using a
questionnaires. Secondary research we are collecting a data through internet, books, articles and
some other previous surveys. Primary data we are collecting in Bhopal, Madhya Pradesh. The
study is conducted over 100 people with the questionnaires methods.
Broadly two types of methodologies here,
1. Qualitative Data
2. Quantitative Data
Qualitative research is most appropriate when:-
1. Qualitative research we are involve small group of people.
2. Qualitative research we are collect real information.
3. We are looking for a flexibility to move between subject dependent on how participant
react.
4. We are attempting to determine strengths of feelings of a certain topic.
5. We are trying to seek the connections between issues.
Quantitative research is most appropriate when:-
1. Large number of respondents needs to involve in the research.
2. Quantitative research needs to cover different subject.
3. It is important to have robust statistical figure.
4. It is important to comparison data between different groups.
5. It is important to evaluate performance against others.
(Kothari, 2007)
There are two types of data that can be used for a research.
a. Primary Data
b. Secondary Data
Primary Data
Primary data collected by a researcher. Primary data collected by different tools such as
questionnaires, personal interview, experimental and observational study. . Primary data were
collected by me at different places of Bhopal (Madhya Pradesh). I prepared a questionnaire
which consisted of 8 questions. I visited different places to get their feedback about the product.
Basically I tried to know how many people were there who even know about this product

23. because most of them were unaware of this product. During the survey I visited new market, TT
Nagar, Indrapuri, MP Nagar, Piplani, Habibganj, 10 no. Market etc. I visited around a 500 retail
shop to get feedback because almost all of the shopkeepers have denied filling any kind of form
so I got their views only by the conversation. They were having so much complains regarding to
supply and demand.
23
Secondary Data
Secondary data collected by someone else. Secondary data collected by different tools such as
censuses, surveys etc. Secondary data are collected from different secondary sources of
information Source of secondary data are the books, magazines, internet, television, news papers.
There is no particular or specific book where the complete information about consumer behavior
for fruit juices is available. In this case the information from different books is collector and
assimilated according to the study objective.
Sampling
We are collecting a data through a questionnaire. Our study we are included a 100 people. This
survey is a conducting in the context of retailers and consumer of Rasna Ju-C in Bhopal city.
Sampling Design
The researches design in descriptive in nature with survey method being used to complete the
study. Because under this we already created the hypothesis and we simply tried to find out that
our taken variables of market of Bhopal city able to satisfy their retailers and consumer.
The population for this research was stratified before sampling first by category of user or
originator and then by size. There were three primary strata in the design:
• Shops, Supermarkets etc.
• Individuals/Customers
Data Collection
Primary and Secondary data was collected. Documents, Presentation Slides and literature were
also obtained for review. Data gathered included the origin, technology, objectives and current
performance.
The survey questionnaires focused on types of different fruit juice brand, flavors and knowing a
consumer behavior.
(Khan, 2007)

24. 24
Questionnaires
We are conducted a survey on competitive analysis and consumer behavior. Where our main focus knows
a consumer behavior, taste. We are included some sample question here.
1. Demographic- Age, Sex etc.
2. Second part we are included some basic questions.
I am included a some of the questions here
1- Which flavor of juice do you generally prefer?
2- How much juice do you consume on an average in a month?
3- What pack size of the juice do you prefer to consume?
4- Which Rasna Ju-C flavor did u try?
5- What amongst the following is your favorite juice brand?
Validation of Data Received from Participants
We are collecting a data from primary sources whenever possible. We are reviewed a response
for consistency. In addition we are included some secondary data for our research. We are study
a different of research report for understanding electronic payment system.

25. 25
Data Analysis, Results and Interpretation
We are collecting a data for 100 respondents for our report. We are interoperating a data through
a pie chart and Diagrams.
1- Gender
Male 62%
Female 38%
Male
62%
Female
38%
Interpretation- In this study 62% male and 38% female respondent are part of my target
population and they help me to fulfill my questionnaire from different area of Bhopal city.

26. 26
2- Which age group do you belong to?
Below 16 years 6 %
16-25 years 24 %
25-40 years 53 %
Above 40 years 17 %
Below 16 years
6%
16-25 years
24%
above 40 years
17%
25-40 years
53%
Interpretation- In this study 6% of respondent are of below 16 years, 24% respondent are
between 16-25, 53% respondent 25-40 and 17% respondent are above 40.

27. 27
3- Which flavor of juice do you generally prefer?
Orange 65
Apple 2
Pine Apple 1
Mango 67
Litchi 5
Guava 10
Mix Fruit 6
Any other 3
Orange, 65
Mango, 67
Apple, 2 Pine Apple, 1
Litchi, 5
Guava, 10
Mix Fruit, 6
Others, 3
80
70
60
50
40
30
20
10
0
Orange Apple Pine Apple Mango Litchi Guava Mix Fruit Others
Interpretation- In this study most of the respondent are like a Orange and mango flavor in juice.

28. 28
4- How much juice do you consume on an average in a month?
0-3 Liters 50
4-6 Liters 29
7-9 Liters 14
10 and above Liters 7
0-3 Liters
50%
7-9 Liters
14%
4-6 Liters
29%
10 and above
Liters
7%
Interpretation- In this study 50 % of the person are consumed a 0-3 liters fruit juice in per month,
29% consumed a 4-6 liters, 14% consumed a 7-9 liters and 7% users are consumed a 10 and an
above of fruit juice in monthly.

29. 29
5- What pack size of the juice do you prefer to consume?
Individual 57
Family 43
Individual
57%
Family Pack
43%
Interpretation- In this study 57% of person prefers a Individual pack or small pack and 43%
person are prefer a Family pack.

30. 30
6- Which Rasna Ju-C flavor did u try?
Orange 46
Apple 1
Pineapple 2
Mango 48
Mixed Fruit 1
Guava 2
Orange
46%
Apple
1%
Guava
2%
Pineapple
2%
Mango
48%
Mixed
Fruit
1%
Interpretation- In a sampling and market research work 48% people are taste a mango flavor,
46% tastes an Orange flavor, 2% are trying a guava and pineapple flavor and 1% respondent are
trying a mixed fruit and apple flavor.

31. 31
7- Did you like the taste?
Yes 85
No 15
Yes
85%
No
15%
Interpretation- In the sampling work 85% person are like a Rasna Ju-C and only 15% person are
dislike a Rasna Ju-C.

32. 32
8- Would you like to buy the same?
Yes 85
No 15
Yes
85%
No
15%
Interpretation- according to the consumer feedback 85% say that they are preferred a buying to
Rasna Ju-C.

33. 33
9- What amongst the following is your favorite juice brand?
Real 25
Tropicana 42
Fresco 25
Rasna Ju-C 2
Any Other 6
45
40
35
30
25
20
15
10
5
0
25
42
25
2
6
Real Tropicana Fresco Rasna Ju-C Any other
Interpretation- According to the survey 42% person are like a Tropicana, 25% Like Real, 25%
Fresco and 8% like a some other product.

34. 34
10- What is your favorite flavor of the above?
Orange 31
Apple 3
Pine Apple 3
Mango 58
Guava 2
Mix Fruit 3
Orange
31%
Apple
3%
Pineapple
3%
Mango
58%
Guava
2%
Mix Fruit
3%
Interpretation- According to the survey we are find that58% person preferred a Mango, 31%
prefer an Orange and rest of the person are prefer an other brands.

35. 35
Findings
 Our research we are finding that mango and orange is most favorite flavor in juice.
 50 % of people are 0-3 liters consumption in monthly.
 57% of the people prefer an Individual pack and 43% people prefer a family pack.
 85% of the people are like a Rasna Ju-C.
 Tropicana, real and fresco is a major competitors of Rasna Ju-C.
Conclusion
The objectives of this study are to analyze the consumer behavior with respect to Rasna Ju-C.
Tropicana, real, Saint, Fresh gold etc are the brand which I taken into consideration for study.
The trough study based on the consumer behavior analysis which serves a great idea regarding
consumer perception. In order to satisfy themselves consumer perceive many things before
buying which are analyzed in this research project is obtained. The whole study satisfies the
objectives of the study.
After conducting the survey and analysis the data collected, it can be concluded that:-
 Most of the person preferred a mango and orange flavor.
 42% person are liked Tropicana in Bhopal city.
 According to the study today time person are preferred a brand and quality of the product.
Limitations
 The sample we have considered is very low.
 The sample may not represent the entire population.
 We followed the judgmental sampling, so the results may be biased.
 Reliability of study depends on the honesty of the respondents.
 Many of the respondents were busy in their work so they have not given proper time to
answer the question. So sample size remained small.
 Best efforts were made to consider all important variables of the study. Chance of some
of the variable not appearing in the study is also there.
 Shortage of time is also reason for incomprehensiveness.

36. 36
Recommendations
 Company will be not sold an expiry product its creates a negative image of the company.
 Company should be a need to supply a product in timely.
 Company executives will be a need to visit the counter on monthly basic. Company
executives should take the feedback from the dealer about the service of the salesman and
the distribution.
 More and more research should we made to find new segment & more profitable market
for the product.
 Sometime absence of stock annoys retailers, so company will be a need to maintain a
availability of product.

37. 37
Reference
 Kotler, Philip. “Marketing Management” Prentice Hall of India Edition- 9
 Ramaswami, V.S. and Namakumari, S. “Marketing Management” Macmillan, Edition 2.
 Rasna soft drink and beverages- healthy and nutrition instant soft drink and beverages
from India 2014. [ONLINE] Available at: http://www.rasnainternational.com/ [Accessed
12 July 2014].
 Rasna enters ready-to-drink beverages segment- The Hindu 2014. Rasna enters ready-to-drink
beverages segment- The Hindu [ONLINE] available at:
http://thehindu.com/business/industery/rasna-enters-readytodrink-beverages-segment/
article4670247.ece. [Accessed 12 July 2014].
 Rasna forays into ready-to-drink fruit beverages| Business standard news. 2104
[ONLINE] Available at http://www.business-standard.com/article/companies/rasna-forays-
into-ready-to-drink- fruit-beverages-1130430008831.html. [Accessed 13 July
2014].
 Leading beverages companies in India 2014. Leading beverage companies in India.
[ONLINE] Available at: http://business.mapofindia.com/food- industery/beverages/
[Accessed 15 July 2014].
 Indian Beverage Association 2104. [ONLINE] Available at: http://www.in-beverage.org/
[Accessed 17 July 2014].
 Beverages industry to grow at 16.5-19% report- live mint 2104. [ONLINE] Available
http://www.livemint.com/industery/nycvxl2ex9nzgwe3zxpsk/beverages-industery-togrow-
at-16519-report.html. [Accessed 17 July 2014].
 Tropicana- 100% pure squeezed Florida sunshine. 2104. [ONLINE] Available at
http://www.tropicana.com/ [Accessed 18 July 2014].

38. 38
Questionnaire
Name_______________ Place_____________
Which Age group do you belong to?
 Below 16 years  16-25 years
 25-40 years  Above 40 years
What is your gender?
 Male
 Female
1. Which flavor of juice do you generally prefer?( You can choose more than 1)
 Orange  Apple
 Pine Apple  Mango
 Litchi  Guava
 Mixed Fruit  Others__________________(Please Specify)
2. How much juice do you consume on an average in a month?
 0-3 litres  4-6 litres
 7-9 litres  10 and above litres
3. What pack size of the juice do you prefer to consume?
 Individual(200/250 ml)
 Family(1 Lt)
4. Which Rasna Ju-C flavor did u try?
 Orange  Apple
 Pine Apple  Mango
 Mixed Fruit  Guava
5. Did you like the taste?
 Yes
 No
If No, why? _____________________________________________________
6. Would you like to buy the same?
 Yes
 No
7. What amongst the following is your favorite juice brand?
 Real  Tropicana
 Fresco
 Others_________________
 Rasna Ju-C
8. What is your favorite flavor of the above? ______________________