A PROJECT REPORT ON

“STUDY ON FACTORS INFLUENCING BUYING BEHAVIOUR OF DEL MONTE

FRUIT DRINKS”

SUBMITTED BY: RAJESH GUPTA

REGESTRATION NO: 11000194

ROLL NO.RQ3003A19

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF

THE DEGREE IN

MASTER OF BUSINESS ADMINISTRATION

INTERNAL GUIDE EXTERNAL GUIDE

Mr. VIVEK CHATURVEDI Mr. VIJAY KUMAR (ASM)

MBA DEPARTMENT, Mr. NITHIN RAJAGOPAL

(MARKETING MANAGER)

LOVELY PROFESSIONAL UNIVERSITY

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LOVELY PROFESSIONAL UNIVERSITY

CERTIFICATE

This is to certify that RAJESH GUPTA, student of M.B.A. (3rd semester) Regd. No. 11005485, Section – Q3003, Roll No. RSQ3003A19, Lovely School of Management, has successfully completed the Summer Internship Project titled “Study on “FACTORS INFLUENCING BUYING BEHAVIOUR OF DEL MONTE FRUIT DRINKS”

at Field Fresh Foods Pvt. Ltd., Bangalore as a part of partial fulfillment of the

curriculum of M.B.A. This project had being done under my guidance for a period of two

months during the year 2011.

Mr. VIVEK CHATURVEDI

FACULTY GUIDE

SCHOOL OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

ACKNOWLEDGMENT

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It gives me great pleasure to acknowledge with thanks, my respectful and beloved ones for

helping me to bring out this report successfully.

Firstly and foremost I would like to thank with immense gratitude Mr.VIVEK

CHATURVEDI SIR the professor of lovely professional university and MR.DEVDHAR

SHETTY SIR the HOD & professor of MBA (LSM) department for helping to undertake

this study.

I express my heartfelt thanks to Mr. VIJAY KUMAR (ASM) and

Mr. NITHIN RAJAGOPAL (SOUTH MARKETING MANAGER) for being my

external guide and helping me to avail the opportunity to carry out this study. His constant

guidance during my stay in the company was great help to me. I would also like to thank

the department heads for extending their undivided support and co-operation.

I have immense pleasure in expressing my deep sense of gratitude to

Mr. SONU DUA and Mrs. MANNU KALIA faculty of MBA department for his valuable

guidance, time, co- operation and support without which this report would not have been

completed.

RAJESH GUPTA

Reg. no. 11000194

Roll no. RSQ3003A19

TABLE OF CONTENTS

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EXECUTIVE SUMMARY

TITLE AND DESCRIPTION OF PROJECT

OBJECTIVES OF THE PROJECT

LITERATURE REVIEW

RESEARCH METHODOLOGY

SAMPLING FRAME

INTRODUCTION

INDUSTRIAL PROFILE

COMPANY PROFILE

COMPANY LIFE CYCLE

COMPETITIVE ANALYSIS

SWOT ANALYSIS OF COMPANY

ANALYZING BHARTI DEL MONTE ON THE BASIS OF ANSOFF’S MATRIX

MARKET SEGMENTATION

LEARNING EXPERIENCE

FACTOR ANALYSIS

FINDINGS AND CONCLUSION

SUGGESTION AND RECOMMENDATION

BIBLIOGRAPHY

QUESTIONNAIRE

SURVEY REPORT OF BANGLORE (JAYANAGAR)

EXECUTIVE SUMMARY4

This paper studies the fruit juice market in the INDIA. The market has experienced

significant growth in recent years primarily owing to the craze toward health-food

consumption. However, the relatively higher prices of fruit juices compared to other types

of beverages have limited the consumer base to a small percentage of the population.

Furthermore, various factors such as high packaging costs, seasonality and unavailability

of raw materials, and inadequate transportation facilities have greatly affected the growth

of the fruit juice industry. Facing intense competition from imported products and other

types of beverages like carbonated drinks and bottled water, domestic manufacturers must

continuously find ways to improve quality or reduce costs in order to stay competitive

locally as well as globally. This is also very important to the export market as the country

is a net exporter of fruit beverages. Being an agricultural country, domestic producers must

capitalize on the country. As competitive edge of land availability, abundant supply and

variety of locally-grown tropical fruits and the adequate supply of skilled and competent

labor to tap the domestic and world market.

This project is an attempt to explore the consumer dynamics: consumer taste and

preference role of these fruits drinks in the lives of people, perception of various brands of

nutritional fruits drink among consumers, their knowledge level about the product s and the

effect of 4 Ps ( product ,price ,place and promotion) on them.

This project includes industry profile, company profile, SWOT analysis, ansoff matrix and

learning experience and deal with the statement of the problem. Analysis and finding of the

survey.

A sample size of 100 respondents was taken for the studies, whose responses were studied

and interpreted. A simple random method is used for sampling purpose. The process of

analysis was done through spss; excel work sheets, frequency table, percentage analysis

etc, A structured questionnaire is used for interviewing the respondents. We have used

continuous rating scale in order to rate the choices for purchase considerations and the

source of purchase decisions. Bangalore (jayanagar) is the target area for the survey.

Title of the Study : SURVEY ON FACTORS INFLUENCING BUYING

BEHAVIOUR OF DEL MONTE FRUIT DRINKS

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DESCRIPTION OF THE PROJECT

Bharti Delmonte (field fresh pvt.ltd) processed food division which has been launched in

highly volatile market condition, in an unpredictable market like India, needs to identify its

Target customer and understand their reason for using packaged drinks efficiently, to stand

the competition from existing players. It also has to plan its communication strategy basing

on customer need and their prospective.

Bharti Delmonte processed food division which has been launched in highly volatile

market condition, in an unpredictable market like India, needs to identify its Target

customer and understand their reason for using packaged drinks efficiently, to stand the

competition from existing players. It also has to plan its communication strategy basing on

customer need and their prospective.

The project majorly includes the study under following headings keeping in mind the key

Areas of consideration which are relevant to the project:

A) Competitive analysis:

For the fulfillment of pertinent study and to understand effectiveness of marketing

program, competitive analysis of various market players in FMCG tinned foods division is

an essential as well as effective tool to generate and improve various analytical and

innovative ideas required to differentiate the organization from other market players.

B) Consumer Behaviour

The behavior exhibited buy consumer during the different stages like pre buying, buying,

post buying is important to understand for companies in order to place its product properly

and to target right kind of market.

C) Promotions:

Promotions deals with how a company promotes itself or its

Products via

1) Advertising

OBJECTIVES OF THE PROJECT

Research objective

To check the awareness of Del monte fruit drinks at jayanagar(Bangalore).6

To determine the factors influencing the buying behavior of Del Monte fruit drinks.

To determine the reasons for consuming various fruit drink brands.

LITERATURE REVIEW

Gluckman.V (1986) studied the factors influencing consumption and preference for fruit

drinks. The explicit factors identified were, the familiarity with brand name, the price of

fruit drinks, quality or the mouth feel of the liquid, taste with regards to its sweetness or

dryness and the suitability for all tastes. Some of the implicit factors identified through

extensive questioning were, color and appearance. Packaging, appearance, colour, , use of

different taste and graphics were taken as important clues for quality and price. Consumers

preferred existent brand fruits drinks

.Kumar et al. (1987) examined the factors influencing the buying decision making of 200

respondents for various food products. Country of origin and brand of the products were

cross-tabulated against age, gender and income. Results revealed that the considered

factors were independent of age, education and income. The brand image seemed to be

more important than the origin of the product, since the consumers were attracted by the

brands.

Jorin (1987) examined changes in spending power and buying habits of Swiss consumers

since the beginning of the 20th century and in the more recent past. Current trends include

greater emphasis on health and safety of foodstuffs and less attention to price, increased

demand for low calorie light products and increased demand for organically grown foods.

For young people, more concern with enjoyment and less for health, with more meals eaten

away from home, and generally an increased demand for convenience foods. The Prospects

for high quality branded products are seen to be good.

Puri and Sangera (1989) conducted a survey to know the consumption pattern of

processed products in Chandigarh. Jam was found to be most popular irrespective of

income. Orange squash consumption was maximum in high and middle-income families.

Pineapple juice consumption increased with a rise in the income. 7

Shanmugasundaram (1990) studied about soft drink preference in Vellore town of north Arcot district in Tamil Nadu. The study revealed that, the most preferred soft drink among respondents as Gold Spot (26%), followed by Limca (24.80%). It was found that taste was the main factor for preference of particular brand and among the media; television played a vital role in influencing consumer to go for particular brand. Because of convenience in carrying, tetra pack was most preferred one.

Ali (1992) studied the brand loyalty and switching pattern of processed fruit and vegetable products in Bangalore city by using Markov Chain analysis. The result of study revealed that Kissan brand of jam and Maggi brand of ketchup had a maximum brand loyalty among consumers, and less amount of brand switching occurred for these brands.

Sabeson (1992) in his study stated that, high quality, price and taste of the product were

the major criteria based on which the consumers selected a brand of processed fruits and

vegetable products.

Rees (1992), in his study revealed that factors influencing the consumer’s choice of food

are flavour, texture appearance, advertising a reduction in traditional cooking,

fragmentation of family means and an increase in ‘snacking’. etc. Demographic and

household role changes and the introduction of microwave ovens have produced changes

in eating habits. Vigorous sale of chilled and other prepared foods is related to the large

numbers of working wives and single people, who require and value convenience.

Development in retailing with concentration of 80% of food sales in supermarkets is also

considered to be important. Consumers are responding to messages about safety and health

eating. They are concerned about the way in which food is produced and want safe,

‘natural’, high quality food at an appropriate price.

Beverland (2001) analyzed the level of brand awareness within the New Zealand

market for ZESPRI kiwi fruit. The effectiveness of this branding strategy employed by

kiwi fruit, New Zealand was studied. The implications of the findings for agribusiness in

general using the data collected from surveys of kiwi fruit consumers (n=106) outside three

major super market chains in Auckland, New Zealand, the results suggested that the level

of brand awareness for ZESPRI is low among consumers. It is indicated that brand

awareness could be increased through a relationship-making programme involving targeted

marketing and supply chain management.

Nandagopal and Chinnaiyan (2003) concluded that the level of awareness among the

rural consumers about the brand of fruit drinks was high which was indicated by the mode

of purchase of the soft drinks by “Brand Name”. The major source of brand awareness

word of mouth followed by advertisements, family members, relatives and friends.

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Importance of Information to Company

This report aims to generate information on various factors influencing consumer

decision while purchasing a fruit drink. Company can evaluate their positioning and

promotion strategies based on the factors influencing the choice of a particular fruit drink

brand. Companies can also utilize the factors influencing the choice of SKU for managing

their portfolio of different SKUs in the fruit drink category. The information on factors

influencing the choice of a channel can be used to focus on the growing channels and also

in managing existing channels. This report also contains broad based trends on consumer

profile, awareness levels, usage patterns and fruit drink category as a whole which can be

utilized to make inferences about the future.

RESEARCH METHODOLOGY

Primary Research- Primary data was collected through questionnaires, which were filled

by consumers.

Secondary Research-External secondary data has been generated to obtain volume of

sales regarding beverage markets, fruit drinks, each of the brands and the positioning of

each of the brands.

Sampling frame:-

Target Population:-

Age targeted between 15 years to 55 years.

Location

jayanagara(Big bazaar), Banglore.

Sample design:-

Sampling method:-

Simple random sampling, convenience sampling.

Samples9

The aim is to collect 100 samples for the analysis.

The main demographics targeted were the younger age group as they are more health

conscious and aware of such health drinks.

Buyers who have been consuming fruit drinks were better able to answer the questions

regarding the influencing factors and the reasons for their consumption and purchase.

Analysis Techniques

· The analysis techniques to be used have been on SPSS and the tests will be performed to

ascertain the factors influencing the consumer decision while buying fruit drinks. Factor

analysis will be conducted to find main factor influencing the buying behavior of Del-

Monte fruit drinks.

INTRODUCTION

The packaged fruit drink industry in India have a history of 24 years,it all started in 1984

with launch of Parle Frooti in tetra pack, but the real surge in packaged fruit drink industry

came in 1996 when Dabur captured the imagination of young Indian consumer with the

launch of Real Fruit juices-a new concept in the India food market. Since then the industry

have been developing gradually and seeing entry of numerous new player with varied

flavours and promotions to lure ever growing Indian consumers.

The branded fruit juice market in India is estimated to be worth Rs 1200 crore organized

fruit beverage market (nectars, drinks and juices combined).

INDUSTRIAL PROFILE

Food processing industry in India

India is one of the world’s major food producers but accounts for less than 1.5 per cent of international food trade. This indicates vast scope for both investors and exporters. Food exports in 1998 stood at US $5.8 billion whereas the world total was US $438 billion.

The industry requires about Rs 29,000 crore in investment over the next five years to 2005 to create necessary infrastructure, expand production facilities and state-of-the-art-technology to match the international quality and standards.

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The Indian food industry’s sales turnover is Rs 140,000 crore (1 crore = 10 million) annually as at the start of year 2000.

India’s food processing sector covers fruit and vegetables; meat and poultry; milk and milk products, alcoholic beverages, fisheries, plantation, grain processing and other consumer product groups like confectionery, chocolates and cocoa products, Soya-based products, mineral water, high protein foods etc.

Propelled by the increasing disposable income, the food sector has been witnessing a marked change in consumption pattern. Currently, India is the world’s second largest producer of food in the world and the food processing industry is the one of the largest industries in India. In terms of production, consumption, export and expected growth, India is ranked fifth in the world.

India’s food industry is valued at US$ 180 billion of which the food processing industry is estimated at US$ 67 billion, according to a report ‘Food Processing and Agri Business’, done by KPMG.

The industry size has been estimated at US$ 70 billion by the Ministry of Food Processing, Government of India.

The food processing industry contributed 6.3 per cent to India’s GDP in 2003 and had a share of 6 per cent in total industrial production.

The industry employs 1.6 million workers directly. The industry is estimated to be growing at 9-12 per cent during the period 2002 to 2007. Value addition of food products is expected to increase from the current 8 per cent to 35 per cent by the end of 2025.

Fruit & vegetable processing, which is currently around 2 per cent of total production will increase to 10 per cent by 2010 and to 25 per cent by 2025.

The highest share of processed food is in the dairy sector, where 37 per cent of the total produce is processed, of this only 15 per cent is processed by the organized sector. The food processing industry in the country is on track to ensure profitability in the coming decades. The sector is expected to attract phenomenal investments of about Rs 1,400 billion in the next decade.

Exports

Food Park, the government has also extended several fiscal incentives Exports of agricultural products from India are expected to cross around US$ 22 billion mark by 2014 and account for 5 per cent of the world’s agriculture exports, according to the Agricultural and Processed Food Products Export Development Authority (APEDA).

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Exports of floriculture, fresh fruits and vegetables, processed fruits and vegetables, animal products, other processed foods and cereals stood at Rs 17728.71 from September 2010-2011, according to DGCIS annual data published by APEDA.

India will be setting up a global platform for spice trade. The organization named World Spice Organisation (WSO) will be headquartered in the Kochi, Kerela. Spice related organizations across the world will be coordinating prices across the world and address the issue of food safety regulations through WSO.

Food Processing

FDI inflows to Food Processing Industries have set a target of USD 25.07 billion to be achieved by 2015.

Food processing industry is accounts for 32 per cent share in the entire food industry. It comprises of 2 per cent of fruits and vegetables and 15 per cent of processed milk. This industry contributes to 6.3 per cent of the GDP and about 13 per cent to export production. The food processing industry is expected to witness a growth of 10 per cent in the recent years to come.

The food processing sector attracted US$ 130 million of foreign direct investment (FDI) in the first eight months of the fiscal as compared to total FDI of US$ 1.2 billion.

Besides attracting FDI through schemes like mega during this financial year to enhance FDI in food processing sector, including full exemption from excise duty for specified equipments to preserve, store or transport apiary, horticultural, dairy, poultry, aquatic and marine produce and meat and its processing products.

COMPANY PROFILE

HISTORY

Our heritage is as rich and vibrates as our products .Dedication to quality, commitment to consumers and a focus on innovation are deeply embedded in the Del Monte foods culture.

1880-90

The Del Monte name premieres while the exact origin of “del Monte’’ is lost to lore ,the name was used in the 1880s by an Oakland, California, foods distributor to designate a premium blend of coffee prepared especially for the elegant hotel Del Monte on the Monterey peninsula .

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1920-30

The Delmont Guarantee Calpak establishes stringent quality specifications for its premium brand Del Monte .Early ads assure customers “Not a label, but a guarantee.”

1940-50

Glass packaging is introduced fruits and vegetables in glass introduced.

1960-70

Calpak Becomes Del Monte Corporation. Calpak changes its name to Del Monte Corporation.

2000-10

Sun Fresh Brand is acquired. Worldwide rights to the sunfresh brand of premium citrus and tropical fruits are acquired.

2011

KKR, Vestar and Center view complete Acquisition of Del Monte foods. An investors group led by funds affiliated with Kohilberg Kravis Roberts & CO. L.P Vestar Capital Partners and center view capital, L.P acquires Del Monte Foods.

Company:- Bharti Del Monte India Pvt Ltd.(FIELD FRESH PVT. LTD)

Bharti Del Monte India Private Limited incorporated in September 2004, is a joint venture

between Bharti Enterprises and Del Monte Pacific Limited., which offers fresh fruits &

vegetables and processed foods and beverages in the domestic as well as international

markets. Bharti Del Monte India Pvt Ltd., in the `fresh` foods category is the largest Indian

exporter of Babycorn and is also engaged in providing `safe`, fresh and hygienic fruits and

vegetables in `convenient` formats to food service and modern retail segments in the

domestic market under the Field Fresh brand. The company has recently entered in the

`processed` foods category by launching Del Monte brand in India with a promise to offer

the consumers innovative products in foods and beverages – combining great taste and

goodness of health.

BACKGROUND AND INCEPTION OF THE COMPANY

Field Fresh Foods is a joint venture between Bharti Enterprises and Del Monte Pacific

Limited to offer Del Monte branded processed food and beverage products in India and

field fresh branded fresh fruits and vegetables in India and other countries. With a range of

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superior tasting products and the synergy between Bharti’s dynamism and Del Monte

Pacific’s food business experience, Field Fresh Foods looks forward to becoming the

leading and most trusted food company in India.

NATURE OF THE BUSINESS CARRIED

Field fresh Pvt. Ltd is a fully integrated private LTD. Company.

Principle business lines include:

INFRASTRUCTURE:- BHARTI DEL MONTE PVT.LTD.COMPANY is a joint venture

between two company its head branch or office is in the Philippines where it enjoys

leading market shares for canned pineapple juice and juice drinks, canned pineapple and

tropical mixed fruits, tomato sauce, spaghetti sauce and tomato ketchup.

ON GOING PROJECTS

Operating under the brand name “Field fresh” the venture will also invest in research and

development (R&D) in a 300-acre company-owned land in Punjab.

VISION, MISSION AND QUALITY POLICY

VISION

To be one of the fastest growing global branded food and beverage companies.

MISSION

To bring to life health and wellness.

• We live up to our heritage of growing premium quality food and beverage brands which

are the top choice of all generations for enjoyable and healthy living.

• We leverage deep market knowledge coupled with technology and innovation to create

and deliver relevant health and wellness breakthroughs to our broad base of customers.

• We continuously build on our knowledge and experience in agriculture, while enhancing

the sustainability of the lands we cultivate.

• We adhere to the highest standards of corporate behavior in our relationships with our

employees, business partners, and the communities around us.

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• We are a benchmark in corporate social responsibility and the preservation of the

environment.

• We build a highly energized, high-performance organization with a strong commitment

to teamwork and to embracing better ways of doing things.

PRODUCT PORT FOLIO

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1) Fruit Drink

a. Pineapple Crush

b. Four season

c. Pineapple orange

2) Pineapple Slices

3) Fruit Fiesta

4) Pineapple tidbits

5) Olive(Black and Green)

6) Olive Oil(Extra Virgin)

7) Corn Kerne

TARGET PLACE OF INTRODUCTION

Bakeries, Super/Hyper Market, (Hotel, Restaurant,)

COMPANY’S LIFE CYCLE

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The Company Bharti Del Monte is in introductory stage of its PLC. This stage is marked

by high promotion expenses because company needs to-

(i) Inform the customers about the product.

(ii) Induce product trials.

(iii) Secure distribution in retail outlets.

Bharti Del Monte is generating awareness through sales, product trials and some point

of purchase display material. The main focus has been on introduction of product on

new places.

The products are high priced compared to other players and spending on promotions

are low which indicate that company is following Slow Skimming strategy.

COMPETITIVE ANALYSIS

Comparison within the major competitors

Dabur Real

Dabur's flagship brand Real fruit juice is a market leader in the packaged fruit juice

category.

Real with a market share of 35 % offers to its consumers the largest range of 9

juices that comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato,

litchi and cranberry.

Real Active orange carrot juice, India's first packaged fruit + vegetable juice.

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Real offers traditional 'cooling' recipes in a ready-to-drink format ie Aam panna,

pomegranate (anar) and watermelon .

Spread over 11 acres and geared to process 150 tonnes of fruit per day, it has the

capacity to produce 192 tonnes of pulp/concentrate.

Pepsi co’s Tropicana

Tropicana is a product of vast PEPSICO.

Pepsi's Tropicana brand fruit juice has outpaced the growth of the packaged

fruit juices market in India.

They come in Tetrapaks of one litre and PET bottles of 500 ml and one litre.

Pepsi also markets Gatorade an energy drink for the sports personnel which

is a sugar-free Diet Pepsi.

Parle Agro’s Frooti

Frooti from Parle Agro is the largest distributed fruit drink with 85 % market share

in India.

It reaches more than 10 lakh retail outlets.

Coca Cola’s Maaza

Maaza was acquired by Coca Cola India.Over the years, Maaza has become

synonymous with mango.The drink became a hit with successful advertisement

campaigns like "Taaza mango, maaza mango,' and 'Botal mein aam, maaza hain

naam.

It is available in 200 ml , 250 ml , 125 ml Tetrapak and 200 ml Tetrapak.

SWOT Analysis of company

Strengths

Del Monte has a history of 120 yrs and it is among the most reputed brand

internationally.

Bharti and Del Monte have strong financial position, investment not a big problem.

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Del Monte products scores very high on quality

Backward Integration- Del Monte grows its raw material, so raw material

availability is even an at cheaper rates.

Del Monte products are preserved only in natural preservatives.

Long shelf life i.e. 18 months- 24 months make it more favorable with retailers and

other vendors.

Weaknesses

Raw materials are fruits which are seasonal in nature so scarcity of raw material

can be faced.

Distribution Channel- Since company is new and sales is low, so distributors

are apprehensive about delivering such small quantity individually, therefore

deliveries are delayed.

Import- Products are being imported from Philippines, so import duty and

transportation cost increases overall price of products.

Late entrant- Bharti Del Monte has entered into market in which around 10

players are already operating with few big and established brands, like Dabur,

Tropicana etc.

External Factors-

Opportunities

Growing industry- Packaged Fruit juice industry in India growing at 30%

and market is ever expanding there is lot of potential in market to be tapped.

Competitive advantage over carbonated drink- With pesticide incident the

consumer preference has shifted towards fruit drink.

Wellness awareness among consumers- Today Indian consumer is very

health conscious and don’t mind spending extra money for a healthy

product

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Commonwealth games 2010 will attract lot of foreign tourist in India, these

people already know Del Monte brand so their presence towards same will

be high.

Threats

Cut throat competition

Global Warming- In future due to global warming the fertility of soil is

expected to deteriorate, which can cause scarcity of raw material.

Unstable government policies.

Analyzing Bharti Del Monte on Basis of Ansoff’s Matrix

Ansoff has proposed a useful frame work for detecting new intensive growth opportunities

through a four quadrant matrix.

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Through joint venture Del Monte is selling its existing product into a new market which is

a Market development strategy, while Bharti has entered a new market through new

products which comes under Diversification.

Market segmentation

For a proper market strategy, the right segmentation is very important in order to identify

the right target market and positioning. Nowadays a company cannot serve all customers

in a market, such as fruit drinks whereby there are numerous customers and each of them

does not have the same requirement. More it is too costly and require too much of

resources.

Nowadays mass marketing is very difficult due to many competitions, a large number of

consumers, limited resources and numerous communication and distribution channel such

as television, radio, internet marketing and kiosk marketing. Thus companies have turn to

Micro marketing based on niche, region and individual and market segment. Before

starting segmentation of the market, we must range the consumers in a way that will be

easy to target. In a market, no consumers have the same preference. There are 3

preferences that are involved in the market:

Homogenous preferences, where all consumers tend to have roughly the same

needs.

Diffused preference, whereby all consumers are scattered in terms of their

preference having different and non-similar needs.

LEARNING EXPERIENCE

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IT was the remarkable experience, in terms of corporate exposure with regard to the

organisation as a whole. Those 8 week were really fruitful for me as gather in practical

exposure in the field of marketing. Company’s (ASM) Mr. Vijay Kumar and marketing

manager Mr. Nithin rajagopal sir had provided me the opportunity to understand the

working environment of the corporate and the field tasks relating to availability of products

in different general and modern trade outlets in Jayanagar, Bangalore, as a result of which I

was kept updated about the market latest development.

This exposure helped me to gain knowledge in the organization along with the practical

knowledge about the overall function of the firm. It has given me an opportunity to study

the consumer behavior to tackle different situation which I will be facing in the mere future

of my professional life.

While I was doing the project in the company I was able to relate the practical implication

of the theoretical concepts that I have studied in the classrooms. Hence I had learnt how to

get my work done on time in the firm. In the way of preparing the report, when I was doing

the consumer survey I had been learnt different moral values i.e. how to be patient in life

which is a key for success in real life.

On the first day I was introduced with Mr. Vijay Kumar and greeted well by my

guide.

For nearly two weeks I was asked to check the product availability of Del Monte in

Jayanagar. It helped me a lot to understand the entire demand and supply of the

product.

From third week onwards, I had started preparing my questionnaire for consumer

survey.

During the training period, I visited grocery shops, bakeries, outlets of Jayanagar

and record the availability of Del Monte products.

Conclusion- At Jayanagar I visited approximately 90 shops in which only 25 outlets

which had Del Monte products and some shop just told me that they know about Del

Monte brand but they were not selling it because the company did not have any sales man

who provides the Del Monte product from the company to their stores. That is why there

was some problem in distribution channel of the company.

In the fourth week I was sent to Big Bazaar to check the consumer behavior towards Del

Monte fruit drinks and to do interaction with the consumer and to get knowledge about

sales of the Del Monte fruits drinks.

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Conclusion

Del Monte provided their fruit drinks in canned(240ml of Rs 25) and in pet bottle(500ml

of Rs28) only but in market there are many competitors which provided fruits drinks in pet,

tetra pack, and in bottle. In Big Bazaar when I communicate with the people I came to

know that most of the people are not aware about the Del Monte Brand. and consumer

prefer more to buy tetra pack fruit drinks of (200ml,1 litre).because competitors are

provide the tetra pack fruits drinks at low cost to the consumer so that’s why its demand is

more in market.

Finally I would like to conclude that this training period provided me a valuable

opportunity to understand the consumer buying behavior.

Analysis and Interpretation

Do you know about Del Monte fruit drinks?

yes no0

102030405060

44

56

Series1

INTERPRETATION

This graph showing that only 44 consumer aware about Del Monte fruit drinks. And 56

were unaware about the fruit drinks. Which depict that consumer is not much more aware

about fruit drinks.

Q2. How do you know about Del Monte fruit drinks?

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advertisement friend retail shop sales promoter

02468

10121416 15

6

1211

Series1

INTERPRETATION

As per the graph show that 15 people are come to know about the brand through

advertisement, and 12 are come to know through the retail shop and 11 consumer through

the sales promoter.

Q3. Do you prefer cans, tetra pack or bottle of fruit drinks?

can tetra pack bottles 0

5

10

15

20

25

10

22

12Series1

INTERPRETATION

The above graph show that 22 consumer prefer tetra pack fruit drinks rather

than can fruit drinks and bottles.

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Q4.what are the factors which influencing the buying behaviour of Del

Monte fruit drinks?

taste quality brand name price02468

10121416 15

9

13

7Series1

INTERPRETATION

As per the above graph 15 of consumer prefer Del Monte fruit drinks due to the taste.

13 and 9 people prefer due to brand name and quality of the product.

Which factors are more responsible for purchasing the other brand of

fruit drinks?

price of the product

quality of the product

brand name different flavour

0

5

10

15

20

25

8

15

21

12

Series1

Brand name – 21, Different flavour-12

Quality - 15, Price- 8

Interpretation

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From the above bar graph it is clear that consumers are more satisfy with the brand name

in comparison to price. Quality and availability of fruit drink in different flavor is also one

of the major factor .

.

FINDINGS AND CONCLUSION

Brand is one of the major factors for influencing purchase of fruit drinks. Del

Monte should work on brand awareness. Being a new company in India, brand

awareness of Del Monte is low in Jayanagar.

Factors which influences buying decision of Del Monte fruit drinks are: brand

name, quality, price and availability of fruit drink in tetra pack .in the market.

As far as quality factor is concerned the taste of the product is highly important

along with number of flavors of fruit drinks so company should offered different

flavor of fruit drinks.

Today people prefer to use branded product either it is associated with fruit drink or

any grocery item. Various brand like PepsiCo or Dabur, Sil, provide tetra pack fruit

drink as well as in bottle so people prefer to use.

Consumer prefer different flavor of fruit drink as well as in Big Bazaar consumer

prefer tetra pack for the purchase of fruit drinks as most of the buying is done for

family usages and consumers are very much health conscious for their family.

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The most preferred flavors of Del Monte have important key products like four

seasons, mango splash and orange.

SUGGESTION AND RECOMMENDATION

I would recommend the company should introduce new flavors like grapes, apple,

orange, guava,litchi, etc.

As per the survey report consumer generally prefers tetra pack fruit drinks so as the

product should come in tetra pack as soon as possible.

Again it should have to update its advertisement of TV according to the changing

market demand and compete with its competitors.

As the major competitors are national brand, so as to survive in the market it should

strength its domestic media for promotion like the local news paper or it should

associates its name with some local events by sponsoring the event.

The feedback of the retailer should be collected regularly so that the companies

could come to know that where they are standing.

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BOBLIOGRAPHY

http://www.indiaonestop.com/foodprocessing.htm

http://www.indianfoodindustry.net/

http://www.ibef.org/industry/foodindustry.aspx

Kotler, Keller, Koshy & Jha, Marketing Management, 13th edition,

Pearson Education Asia

www.fieldfresh.in

QUESTIONNAIRE

SURVEY ON FACTORS INFLUENCING BUYING BEHAVIOUR OF DEL

MONTE FRUIT DRINKS

1. PERSONAL INFORMATION

Name Gender * Male Female

Age* Less than 15 Yrs 15-20 Yrs 21-26 Yrs

26-30 Yrs 31-40 Yrs More than 40 yrs

Profession* Student Businessman Service

House maker other...........................

2. A) Do you know about Del Monte fruit drinks?

YES NO

b) How do you come to know about this product?

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Advertisement Friends Retail shop

Sales promoter Any other (please Specify).......................

3. Do you prefer cans, tetra pack or bottle of fruit drinks?

Can Tetra pack Bottles

4. IF you are a customer of Del Monte fruit drinks, how long have you been buying it?

Less than 6 months 0-1 year 1-2 years

More than 2 year

5. Do advertisement of Del Monte fruit drinks influence your buying decision?

1. MOST INFLUENTIAL 2. AGREE 3.DISAGREE

4.STRONGLE DISAGREE 5. LEAST INFLUENTIAL

6. Please mark the following factors which influence your buying decision of Del Monte

fruit drinks.

7. Which factors are more responsible for purchasing the other brand of fruit

drinks?

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s. no Factors ( Tick )

1 taste of the product

2 Quality of the product

3 Brand name of the product

4 Price

S.No Factor ( tick )

1 Price of the product

2 Quality of the product

3 Brand name of the company

4 Different flavor

9. In case you do not get Del Monte fruit drinks, which other drink will be a perfect

substitute for satisfying your requirement?’ Please name the fruit drinks.

………………………………………………………………………………………………..

10. Any suggestions for improving upon Del Monte fruit drinks.

………………………………………………………………………………………………

……………………………………………………………………………………………….

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