cb minute maid project.docx

8/11/2019 CB MINUTE MAID project.docx

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PERCEPTION OF CONSUMERS

TOW RDS

MINUTE

M ID

PULPY

OR NGE

ASSIGNMENT-2Prepared By:-

Sarvjeet Kumar Dubey


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Umair Raza

Shekhar Jaiswal

FINDINGS AND ANALYSIS

GRAPH 1

This graph depicts the total number of consumers divided on the basis of the age

group they belong to. The age of consumers included in the sampling activity ranged

from 16 years to 60 or more years. Accordingly the age groups16 to 30, 31 to 45, 46

to 59 ,60 or more have been formulated. There is not set limit for the age of the

consumers mainly because Minute Maid Pulpy Orange is a fruit drink and it can be

consumed by people across different age groups with no restrictions being laid and

consumers of all ages enter food world on a given day, either individually and in the

case of children, with their parents. The consumers who were sampled with were

between 16 years and 60 or more years of age. The approximate age of the

consumers was to be guessed and noted down. Around more than 50% of consumers

fall in the 25 years to 35 years and 35 years to 45 years age groups and the other less

than 50% is distributed among the other age groups.GRAPH 1:


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Total No. Of Consumers Based On Age Group

16 -30 Years

31 - 45 years

45 - 59 years

60 or More years

23

22

19

5


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GRAPH 2

This graph makes a distinction between the number of males and number of females with

whom sampling was conducted. The percentage is almost the same in both categories, but thenumber of females i.e. 33 is a little less than the number of males i.e. 36.

GRAPH 2: TOTAL NUMBER OF CONSUMERS BASED ON GENDER

Total No. Of Consumers Based On Gender

Male

Female

36 33


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GRAPH 3

The following graph denotes the feedback of consumers irrespective of the age group they

belong to or their gender. This is an overall perception of the consumers towards Minute MaidPulpy Orange.

GRAPH 3: GENERAL REACTION OF CONSUMERS ABOUT MMPO

From the above graph, it can be seen that, more than half the people who tasted the

product liked the product, i.e. they gave positive feedback about the product and 27%

of the consumers did not like the product and also likes (Average) i.e. they had

reasons both to like and dislike the product and a small chunk of 13% of the total

consumers sampled with, said they did not like the drink too much, neither did they

love the drink.

General Reactions Of Consumers About

Minute Maid

Liked

Average

Disliked

59%27%

13%


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GRAPH 4

The following graph denotes the perception of consumers on the basis of the age

group they belong to. This kind of a classification becomes necessary, because

consumers of different age groups have different tastes and moreover, the ages of

consumers in the sample range from 16 years all the way to 60 or more years.

GRAPH 4: REACTION ANALYSED ON BASIS OF AGE GROUP

From the above graph, it is evident that, across all age groups, a major portion of

consumers liked the product. Further opinions received from different age groups could

be compared and analysed as follows:

Ranging from ages 16 to 30, it can be noticed that, in every age group, more

than 50% of the consumers have liked the product.

In the age group of 16 years to 30 years, 87% of the consumers have liked the

products. The main reason behind this is youth are fond of juices and sweet

substances. They crave to have anything that is cold and the product when

0

2

4

6

8

10

12

14

Liked Avearge Disliked

16-30 Years

30-45 Years

46-59 Years

60 or More


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sampled, was made sure was cold and the remaining 13% is divided between

average and disliked. There were no consumers who gave mixed reactions.

This could be due to the reason that children cannot come up with good

enough reasons as to why they like or dislike a product. They just give their

opinion.

In age groups 31 years to 45 years, 46 years to 59 years, the reactions were

almost the same. This age group mostly consisted of mature people, old people

, working people and house wives. The percentage of consumers who liked the

product ranged from 60 to 70%, so it could be said that, around 3 quarters of

consumers belonging to those age groups liked the products. The main reasons

for this could be that the most consumers belonging to these age groups are

health conscious and Orange juice is considered to be one of the most

nutritious and healthy juices. Almost 96% of the house wives who were spoken

to liked the product. House wives are home managers and they make decisions

when it comes to daily consumables and they wanted to buy the products

especially because they wanted their children and the rest of their family to

have it as it was safe and healthy.

Consumers belonging to age groups 60 or more years, almost have the same

perception about the product. Consumers jointly fell in Disliked, Average

categories mainly because consumers belonging to the age group of 60 or

more years are diabetics and they do not intake or they are not allowed to

intake excessive quantities of sugar; Minute Maid Pulpy Orange being a fruit

juice and have added sugar in it was a big no to them. Some of them were

even apprehensive about the Coca-Cola brand name attached to the product;

according to them Coca-Cola makes only carbonated soft drinks.


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GRAPH 5

The following graph is a representation of the comparison and analysis of the feedback

given by the consumers based on the gender they belong to. This kind of an analysis is

important due to the fact that males and females have different tastes, likes and

dislikes especially when it comes to choice of foods and beverages.

GRAPH 5: REACTION ANALYSED ON BASIS OF GENDER

On analysis of the above graph, it can be noted that, the gender of the consumer has

not made an impact on the reaction obtained from the consumers. Males and females

have shown the same kind of reaction towards the product.

About 70% of the both males and females liked the product. This may be due to the

fact that Orange juice is a universal favorite and people across the world, across both

genders love having orange juice. Around 20% of both males and females gave an

average rating to the products and the rest were confused.

0

5

10

15

20

25

Liked Average Disliked

Male

Female


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ADDITIONAL INFORMATION

The reasons given by consumers for having liked the product were:-

It tastes like fresh orange juice.

It is a good thirst quencher, especially in the summer season.

It is not bitter like other readymade juice products that are available in the

market.

It has got real pulp in it and when one can feel the pulp and this makes the

drink tastier.

It is a non-carbonated drink.

It is as sweet as natural oranges that one buys in the market.

Due to the natural orange pulp, the juice is healthier.

It is a ready-to-drink fruit juice.


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The reasons given by consumers for having disliked the product were:-

It is too sweet.

It is too watery i.e. the consistency is not good.

Fresh fruit juice is preferable.

Tropicana is preferred because that is not as sweet as Minute Maid Pulpy

Orange.

It is too bitter.

It is not as sweet as natural orange juice.

It was a product of the Coca-Cola Company and ever since the controversy,

consumers are a little apprehensive about the products of that company.

Preferred water to drinking juice.

It is not exactly a drink for adults; the taste is more to suit children rather than

adults.

It tastes more like Rasna/Tang.

The above points under categories liked and disliked are contradictory to each other.

Both categories have few same points like the bitterness and the sweetness of the

juice.


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This contradiction arises due to the following reasons:

Consumers belonged to different age groups ranging from as young as 16

years all the way to 60 or more years of age.

Consumers have different likes and dislikes.

Consumers have different tastes.

Level of health consciousness is different among different consumers.

CONCLUSION

The Sampling activity was a good first step into the area of Marketing and Sales. It

gave good amount of exposure mainly because after being trained, trainees were

given an opportunity to carry out the process ourselves. It helped in developing a

considerable amount of convincing skills, because, it took a lot of it to convince thecustomers to get reviews from them. This even helped in the polishing of

communication skills, a must-have to survive and make it big in the present world. It

even gave a good understanding of behavior of customers when placed in different

situations. It was a good opportunity to work on the skill of patience, as a large

number of customers were to be dealt with. It helped in developing the kind of

relations one needs to uphold in the corporate world and it helped in building up the

right attitude.

As all the points in the above mentioned paragraph, are the must-have skills for

anyone in the field of Marketing and Sales, the training period was a good experience

and a good stepping stone into the real business world.


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RECOMMENDATION & LIMITATIONS

Taking the above analysis into consideration, the following points can be regarded forfurther marketing of the product:

Advertisements should target the entire family, mainly because it has been

observed that irrespective of age and gender, more than 75% of the people

have liked the product and look forward to buy it again. Advertisements should

highlight the main features of the product that is the existence of pulp (which is

already made prominent in Advertisements); it should lay emphasis on the

health and nutrition value of the product and also on the fact that it is as good

as fresh fruit juice.

Due to the current prices, an eyebrow raiser for some, the product could be

sold in packs of 2 or more and there could be a price reduction.

At Modern Trade Outlets, where shoppers buy in bulk, Minute Maid Pulpy

Orange could be given away free, if the customer buys goods worth more than

a certain price line. This strategy is already being carried out at the Food World

outlets. It could be introduced even at Spencers Daily, Big Bazaar etc.

New flavors can be introduced into the market as early as possible because

around 30% of the consumers were eager to know if the drink would come in

more flavors and another 10% of the consumers did not like Orange juice so

they were anticipating the probable launch of other flavors.


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Smaller packs of Minute Maid Pulpy Orange like tetra packs of 200-300 ml can

be introduced as, when a customer wants a small amount of the drink just to

quench his thirst for that moment, he would not want to buy a bottle

containing 400 ml or 1litre of the juice. Therefore, smaller packs of the product

do come in handy.

APPENDIX

KeyM Male

F Female

T Total

L Liked

A Average

D Disliked

Table for Graph 1

Age Group Total No. of Consumers

16 to 30 23

31 to 45 22

46 to 59 19

60 or More 5

Total number of Consumers sampled and their opinion

Age Groups Gender OpinionM F T Liked Average Disliked

M F T M F T M F T

16 to 30 11 12 23 7 4 11 2 6 8 2 2 4

31 to 45 12 10 22 5 8 13 4 2 6 3 0 3

46 to 59 11 8 19 8 5 13 2 2 4 1 1 2

60 or More 2 3 5 1 3 4 1 0 1 0 0 0

36 33 69 21 20 41 9 10 19 6 3 9


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Table for Graph 2

Male 36

Female 33

Table for Graph 3

Liked 41

Average 19

Disliked 9

Table for Graph 4 (In Numbers)

Age Group Liked Average Disliked

16 to 30 11 8 4

31 to 45 13 6 3

46 to 59 13 4 2

60 or More 4 1 0

Table for Graph 4 (Rounded Up % ages used in Graph)

Age Group Liked Average Disliked

16 to 30 48 35 17

31 to 45 59 27 14

46 to 59 68 21 11

60 or More 80 20 00

Table for Graph 5 (In Numbers)

Gender Liked Average Disliked

Male 21 9 6

Female 20 10 3


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Table for Graph 5 (Rounded Up %ages)

Gender Liked Average Disliked

Male 58 25 17

Female 61 30 9

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