BOURN VITA A BRAND POPULAR PRODUCT AND ITS EFFECTS ON SCHOOL GOING CHILDREN

1
The Lady of Grace Trust
St. Gonsalo Garcia College of Arts & Commerce
A PROJECT
ON
DATA INTERPRETATION ITS EFFECTS OF HEALTH DRINK(BOURN VITA) ON
SCHOOL GOING CHILDREN
in the course of RESEARCHMETHODOLOGY
SUBMITTED TO
UNIVERSITY OF MUMBAI,
FOR SEMESTER –IV OF
MASTER OF COMMERCE
BY
SHERIN VINCENT
ROLL NO.21
UNDER THE GUIDANCE OF
Prof.SEBASTIAN REBELLO
YEAR - 2014 – 15

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St. Gonsalo Garcia College of Arts & Commerce
Behind Cricket Ground, Vasai, Thane (Dist) - 401202.
DECLARATION BY THE STUDENT
I, SHERIN VINCENT student of M Com Part-II Roll Number 21 hereby
declare that the project for _ _RESEARCH METHODOLOGY_ the title, “-
_________________________________________________________________” submitted by
me for Semester –IV during the academic year 2014-15, is based on actual work carried out by
me under the guidance and supervision of Prof._SEBASTIAN REBELLO__
I further state that this work is original and not submitted anywhere else for any examination.
Signature of Student
EVALUATION CERTIFICATE
This is to certify that the undersigned have assessed and evaluated the project on
“_________________________________________________________________________”
submitted by SHERIN VINCENT Student of M Com Part-II.
This project is original to the best of our knowledge and has been accepted for Internal
Assessment.
Internal Examiner External Examiner Principal
Prof.SEBASTIAN REBELLO Prof. Dr.CICILIA CARVALHO

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St. GonsaloGarciaCollegeof Arts& Commerce
Internal Assessment: Project 40 Marks
Name of the Student Class Division Roll
Number.
First name : SHERIN
Father’s Name: VINCENT
Surname : JOSEPH
M COM
PART II A
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Subject: RESEARCH METHODOLOGY
Topic for the Project: DATA INTERPRETATION ITS EFFECTS OF HEALTH DRINK(BOURN VITA) ON
SCHOOL GOING CHILDREN
MarksAwarded Signature
DOCUMENTATION
Internal Examiner
(Out of 10 Marks)
External Examiner
(Out of 10 Marks)
Presentation
(Out of 10 Marks)
Viva and Interaction
(Out of 10 Marks)
TOTAL MARKS (Out of 40)

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CONTENT
TITLENAME/ TOPICNAMES PG.NOs
1. HISTORY AND ACHIEVEMENTS OF BOURNVITA 5
2. OBJECTIVES OF THE SURVEY 6
3. SCOPE OF THE STUDY 7
4. LIMITATION 8
5. METHODOLOGY 9
6. METHODS OF DATA COLLECTION 10
7. QUESTIONNAIRE 11
8. ANALYSIS AND DATA INTERPRETATION 17
9. MAJOR FINDINGS AND RECOMMENDATIONS 26
10.CONCLUTIONS 28
11.BIBILIOGRAPHY 30

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HISTORY AND ACHIEVEMENTS OF BOURNVITA:
In Indian company was incorporated on July 19th 1948 as a private limited company under
the name of Cadbury- Fry (India). Soon thereafter the company launched Bourn vita.
Through the years, Bourn vita has been a market leader in the Health Drinks market as well
as has a dominant share of the Chocolates market. Cadbury Bourn vita was introduced in
1948. Since then, it has always been the leading brown MFD brand in the country and the
second largest MFD brand as a whole. Bourn vita has worked towards achieving this status
by never remaining motionless. Throughout its history, Bourn vita has constantly
endeavored to re-invent its product, packaging, promotion and distribution. Each has been
aimed at improving the value proposition to the consumer. The message sent out through
communication as well as packaging simply stated that the ‘new Bourn vita would meet the
nutritional needs of children and make up for any deficiencies in nutrition as a result of
improper food intake’. At the same time, the company strongly promoted the practice of
consuming two cups of Bourn vita to ensure that this happened. The effort enabled the brand
to create greater relevance for the category – and hence the brand –amongst plain milk
drinkers. It was a winning formula that yielded double digit growth over the next two years
and significantly contributed to the brands’ development .An energetic brand, Bourn vita
went through another change in 2001, with a complete overhaul of branding, packaging and
communication. To make the brand contemporary and reinforce the equity with its loyal
consumers. An assessment post the successful re-launch, showed that Bourn vita had further
strengthened its leadership position in the West and had attained market leadership in the
North. Bourn vita has a unique taste which combines the goodness of malt and chocolate. It
gives the child physical and mental alertness resulting in a healthy body and an active mind.
In turn this gives the child the confidence to succeed in life. In 2001 Bourn vita, complete
with new packaging and design was re-launched. It had many firsts. Bourn vita introduced a
pet jar (shifting from the old glass bottle). It introduced shrink-sleeved packaging (from the
old jar labels). There was a complete re-design of the logo. A loyalty program me, in the
form of a Bourn vita Nutrition Centre, dedicated to counseling mothers on her child’s daily
nutritional needs was opened. It was Bourn vitas way of showing it cared. The core values
of the brand have been mental alertness and physical fitness for children who consume
Bourn vita daily. This layered with the great Cadbury chocolate taste has made the brand
distinct from other offerings in the consumers mind.

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OBJECTIVES OF THE SURVEY
1. To find out the different products ofhealth drink.
2. To find out the market share of Bourn vita.
3. Study of people choice among various health drinks.
4. To find out the customers satisfaction about the health drink Bourn vita.
5. To find out the availability of the productBourn vita.
6. To find out the effect of advertisement on people.
7. To find out the difference in price structure of various health drinks
available in market.

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SCOPE OF THE STUDY
1. Various companies offering Health Drinks such as Bournvita, Complan,
Horlicks, Boost.
2. The project was done to identify the issue of decision making, taste,
prefrence, awarness, etc.
3. The survey was in the region VASAI
4. The time duration for the research work was one month.

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LIMITATION
Every study conducted may have certain shortcoming and this project is
also a similar case. A few errors have crept in despite of bestefforts to
avoid them but this is expected that still study and findings are very much
relevant:-
• The first limitation is that the accuracy of the project and
conclusion is totally dependent on the accuracy of data collected
and data analysis.
• Due to time constraint the survey is confirmed to measures.
• The respondents were selected randomly and therefore might not
be a true representation of total consumers due to such a large
universe.
• Over projections by the respondent to impress the surveyor is also
possible.
• The recommendation is given totally based on the information
collected through questionnaires and personal interviews.
• Each child defers from another.

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METHODOLOGY
Research Design Research design is arrangement of condition of collection and analysis of
data in a manner that companies relevance of data to be collected. The sample to be selected
in a manner in which the data so collected is to be organized. It constitutes the main body of
the research design. The present study conducted through a survey method using a well-
formed and framed questionnaire. Research design is the plan and structure of investigation
so conceived as to obtain answers to research questions.
Types of Data Primary Data:
Primary data:-The primary data are those which are collected afresh and for the first time,
and thus happens to be original in character. Primary data for this project was collected
through questionnaire.
Secondary Data:-The secondary data are those which have already been collected by
someone else and which have already been passed through the statistical process. Secondary
data for this project were collected from the internet and library.
Sources of Data- The primary and secondary source was used in the research. The
information gathered for this project is differing from person to person as there is
differences in each human being. So the observation and the survey of the people are the
primary sources of data from this project. As such secondary data are collected from internet
and library. Sample Plan Sample plan can be define as the selection of some part of an
aggregate or totality on the basis of which a judgment or inference about the aggregate or
totality is made. In other words it is the process of obtaining information about an entire
population by examining only a part of it. The sampling plan for this project would be
customer which includes School going children’s.

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METHODS OF DATA COLLECTION
The type of data collection begins after a research problem has been defined and research design
chalked out. While deciding about the method of data collection to be used for the study. The
researcher should keep in mind two types of data that are Primary Data and Secondary Data.
Methods of collecting primary data particularly in survey and descriptive researches are:
1. Observation Method.
2. Interview Methods.
3. Through Questionnaires.
4. Through schedules.
Methods of collecting secondary data particularly in survey and descriptive researches are:
1. Various publications of central, state, and local governments.
2. Various publications of foreign governments or of international bodies and their subsidiary
organizations.
3. Technical and trade journals.
4. Books, magazine, news papers.

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QUESTIONNAIRE
1. NAME:______________________________
1. Do you take any health drink?
( ) Yes ( ) No
2. Which health drink do you prefer? ( ) Bournvita ( ) Horlicks ( ) Boost ( ) Complan ( )
Any other
3. How often do you consume? ( ) Once a day ( ) Twice a day ( ) Weekly ( )
occasionally
4. What is your quantity of purchase for a month? ( ) 250 gm ( ) 500 gm ( ) 1 kg ( ) More
than 1 kg
5. How do you prefer your health drink? ( ) Cold ( ) Hot ( ) Moderate
6. How do you find the taste? ( ) Good ( ) Best ( ) Better ( ) Satisfactory
7. From where do you purchase your health drink? ( ) Retailer ( ) Wholesaler ( )
Cafeteria ( ) Others
8. At what age did you start taking health drink? ( ) 3-5 ( ) 5- 10 ( ) 10 - 15 ( ) 15 and
above
9. What is the availability of product? ( ) Regular ( ) Irregular ( ) Not available at all 59
10.How do you come to know about the product? ( ) Television ( ) News Paper ( )
Magazine ( ) Family and Friends ( ) Display at retail outlet ( ) Any other
11.How do you find the advertisement of the company for production of product? ( )
Good ( ) Better ( ) Best ( ) Satisfactory
12.Are you influenced by advertisement? ( ) Yes ( ) No
13.What is the general quantity that you take in a health drink? ( ) 1 Tea-Spoon ( ) 2
Tea-Spoon ( ) 3 Tea-Spoon ( ) more than 3 Tea-Spoon
14.What improvement do you want? ( ) Reduction in price ( ) Attractive Packing ( )
Change in Taste ( ) None
15.Are you satisfied with your drink? ( ) Yes ( ) No
2. NAME:______________________________
( ) Yes ( ) No
Any other
occasionally
than 1 kg

12
above
3. NAME:______________________________
( ) Yes ( ) No
2. Which health drink do you prefer? ( ) Bourn vita ( ) Horlicks ( ) Boost ( ) Complan ( )
Any other
occasionally
than 1 kg
above
4. NAME:______________________________
( ) Yes ( ) N
2. Which health drink do you prefer? ( ) Bourn vita ( ) Horlicks ( ) Boost ( ) Complan ( )
Any other

13
occasionally
than 1 kg
above
5. NAME:______________________________
( ) Yes ( ) No
Any other
occasionally
than 1 kg
above

14
6. NAME:______________________________
( ) Yes ( ) No
Any other
occasionally
than 1 kg
above
7. NAME:______________________________
( ) Yes ( ) No
Any other
occasionally
than 1 kg
above

15
8. NAME:______________________________
( ) Yes ( ) No
Any other
occasionally
than 1 kg
above
9. NAME:______________________________
( ) Yes ( ) No
Any other
occasionally

16
than 1 kg
above
10. NAME:______________________________
( ) Yes ( ) No
Any other
occasionally
than 1 kg
above

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ANALYSIS AND DATA INTERPRETATION
1. DO YOU TAKE ANY HEALTH DRINK?
ANSWER NO. OF RESPONDANTS PERCENTAGE
YES 26 92%
NO 4 8%
TOTAL 30 100%
2. WHAT HEALTH DRINK DO YOU PREFER?
BOURNVITA 20 60%
HORLICKS 3 12%
BOOST 2 10%
COMPLAN 4 14%
ANY 1 4%
TOTAL 30 100%
HEALTH DRINKS
YES
NO
PREFERANCE
BOURNVITA
HORLICKS
BOOST
COMPLAN
ANY

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The above chart shows that most people like Bourn vita.
3. HOW OFTEN DO YOU CONSUME?
ANSWER NO. OF RESPONDANTS PERCENTAGES
ONCE IN A DAY 15 60%
TWICE IN A DAY 3 6%
WEEKLY 2 14%
OCCASSIONALY 10 20%
TOTAL 30 100%
4. WHAT IS YOUR QUANTITY OF PURCHASE FOR A MONTH?
ANSWERS NO. OF RESPONDAND PERCENTAGE
250gm 8 20%
500gm 9 21%
1kg 11 51%
More than 1kg 2 8%
TOTAL 30 100%
ONCE IN DAY
TWICE IN DAY
WEEKLY
OCCASSIONALLY

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5. HOW DO YOU PREFER YOUR HEALTH DRINK?
ANSWERS NO. OF RESPONDANTS PERCENTAGES
COLD 14 48%
HOT 10 30%
MODERATE 6 22%
TOTAL 30 100%
6. HOW DO YOU FIND THE TASTE?
ANSWERS NO. OF RESPONDANTS PERCENTAGE
GOOD 9 22%
BETTER 7 20%
BEST 11 50%
SATISFACTORY 3 8%
TOTAL 30 100%
QUANTITY PURCHASED
250gm
500gm
1kg
more than 1kg
COLD
HOT
MODERATE

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7. FROM WHERE DO YOU PURCHASE YOUR HEALTH DRINK?
RETAILERS 19 70%
WHOLESAILERS 5 12%
CAFETERIA 4 10%
OTHERS 2 8%
TOTAL 30 100%
0
10
20
30
40
50
60
GOOD BETTER BEST SATISFACTORY
TASTE
TASTE
PURCHASES
RETAILERS
WHOLESAILERS
CAFETERIA
OTHER

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8. AT WHAT AGE DID YOU START TAKING HEALTH DRINK?
3-5years 15 60%
5-10years 10 34%
10-15years 3 4%
15 and above 2 2%
TOTAL 30 100%
9. WHAT IS THE AVAILABILITY OF THE PRODUCT?
REGULAR 12 64%
IRREGULAR 10 30%
NOT AVAILABLE AT ALL 8 6%
TOTAL 30 100%
AGE
3-5YEARS
5-10YEARS
10-15YEARS
15 & ABOVE

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10. HOW DO YOU COME TO KNOW ABOUT THE PRODUCT?
ANSWERS NO.OF RESPONDANTS PERCENTAGES
TELEVISION 11 54%
NEWS PAPER 3 6%
MAGAZINES 2 4%
FMLY & FRNDS 4 8%
DISPLAY 9 26%
ANY 1 2%
TOTAL 30 100%
AVAILABILITY
REGULAR
IRREGULAR
NOT AVAILABLE

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11. HOW DO YOU FIND THE ADVERTISEMENT OF THE COMPANY PRODUCT?
GOOD 5 17%
BETTER 7 23%
BEST 8 27%
SATISFACTORY 10 33%
TOTAL 30 100%
0
10
20
30
40
50
60
Series 1
0
5
10
15
20
25
30
35
GOOD BETTER BEST SATISFACTORY
ADVERTISEMENT
Series 1

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12. WHAT IS THE GENERAL QUANTITY THAT YOU TAKE IN YOUR HEALTH
DRINK?
1 TEE SPOON 5 17%
2 TEE SPOON 15 50%
3 TEE SPOON 7 23%
MORE THAN 3 SPOON 3 10%
TOTAL 30 100%
13. WHAT IMPROVEMENT DO YOU WANT?
REDUCTION IN PRICE 11 36%
ATTRACTIVE PACKAGING 10 33%
CHANGE IN TASTE 7 23%
NONE 2 8%
Series 1
0
20
40
60
1 TEE SPOON
2 TEE SPOON
3 TEE SPOON
MORE THAN 3
QUANTITY INTAKE
Series 1

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TOTAL 30 100%
15.ARE YOU SATISFIED WITH THE HEALTH DRINK?
ANSWERS NO. OF RESPONDANTS PERCENTAGE
YES 25 83
NO 5 17
TOTAL 30 100
0
5
10
15
20
25
30
35
40
CHANGE IN
TASTE
ATTRACTIVE
PACKAGING
REDUCTION IN
PRICE
NONE
Series 1
Series 1
SATISFACTION
YES
NO

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MAJOR FINDINGS AND RECOMMENDATIONS
THE MAJOR FINDINGS OF THE REPORT ARE AS FOLLOWS:-
1. It is found that 92% people take health drink
2. It is seen that most people like bournvita and complan.
3. 60% of people drink health drink once a day while 20% take occasionally.
4. It is seen that 50% of people purchase 500 gm packet while 22% purchase 1 kg.
5. It is observed that 48% respondent like to have the health drink Cold while 30% take it Hot
and remaining 22% take it in Moderate manner.
6. It is analyzed that 50% respondent rank their drink as under best category while 22%, 20%,
and 8% are ranked as good, Better and last satisfactory.
7. It is observed that most of people ie.70% purchases their health drink from retailer while 12%
from wholesaler, 10% from Cafeteria and remaining 8% from other sources.
8. It is found that 64% people start taking health drink from the age 3yrs- 5 yrs and rest are 30%
at 5 yrs- 10 yrs, 4% for 10 yrs- 15 yrs and 2% for 15 yrs and above.
9. 64% respondent says that their product is regular while 30% says it is irregular and 6% says
the product is not available at all.
10. Television and Display at Retail Outlay are two important media for the awareness of
product.
11. It is seen that 36% of people is satisfied with the advertisement of the drink.
12. It is seen that 72% of respondent are not influenced while only 28% are influenced by
advertisement.
13. It is observed that 60% consume 2 Tea-Spoon of health drink.
14. Majority i.e. 32% of them wants reduction in price and 28% want attractive packing.

27
15. It is clearly seen that 70% of respondent are satisfied with their health drinks while 30% are
not satisfied.
Recommendation:
• I would recommend that the companies should strength its distribution channel especially
at cafeteria and local retailer, which is the biggest market for health drink.
• The companies should make use of more advertising media like T.V., Display at various
outlets, Hoardings etc. that are very useful to increase the awareness regarding the product.
• The companies should come up with new types of schemes which would attract more
number of people toward their product.
• The feedback of the retailer should be collected regularly so that the companies can come
to know that were they are standing.
• Design some attractive scheme for retailer, which can differentiate from competitors and
interesting for retailer.
• Try to build a good image of the company

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CONCLUSIONS
As the customer is considered to be the king of the market, this fact is very much true for
the liquid food drink industries. It is very important on the part of the organization to
learn customer behavior in order to increase their sale and create a good brand image in
the minds of the customer. Bourn vita has always been the leading brown MFD(Milk
Food Drink) brand in the country with Market share -17%.
An assessment post the successful re-launch, showed that Bourn vita had further
strengthened its leadership position in the West and had attained market leadership in the
North. From the survey carried out and after data analyses of the information obtain it
can be concluded that people are aware of different brands of health drink. Most of the
customers prefer to use 1 glass a day as it is convenient in both way in terms of quantity
and notorious. Brand name is consider as an important factor while purchasing a health
drink and in which Bourn vita of health drink is most preferred brand name among the
customer. It is also concluded that Television has played a vital role in spreading
awareness of various health drink brands. Many people also consider the quality and
hygiene maintain by the company. It is also found that price plays an important role in
any product but service also plays equal importance in success of any product. All the
information gathered during this survey and after analyzing it properly one come to only
one conclusion that liquid food drink industries has a great scope in future.

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BIBILIOGRAPHY
 WWW.GOOGLE.COM
 WWW.YAHOO.COM
 WWW.SCRIBED.COM
 WIKIPEDIA
 ADVERTISING BOOKS
 RESEARCHMETHODOLOGY
MAGAZINES

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