“BRAND PROMISE AND PRODUCT REPURCHASE

INTENTION OF HEALTH DRINKS.”

Project report submitted to

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA
In partial fulfillment of the requirements for the award of the degree of
Master of Commerce

Submitted by
ALEENA M THOMAS
(Reg. No: CCATMCM001)

Under the guidance of

Ms. NEELIMA P.A

POST GRADUATE DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA
UNIVERSITY OF CALICUT
MARCH 2021
 CERTIFICATE

This is to certify that the project entitled “BRAND PROMISE

AND PRODUCT REPURCHASE INTENTION OF HEALTH
DRINKS” by Ms. Aleena M Thomas is a bona-fide record of work
done under my guidance and supervision in partial fulfillment of
the requirement for the award of the degree in Master of
Commerce.

Dr. JOSHEENA JOSE Ms. NEELIMA P.A

(Head of the Department) (Project Guide)
 DECLARATION

I, Aleena M Thomas, hereby declare that the bona-fide record of

“BRAND PROMISE AND PRODUCT REPURCHASE
INTENTION OF HEALTH DRINKS.” done in partial fulfillment
of the M. Com degree program of Calicut University under the
guidance of MS. Neelima P A, Post Graduate Department of
Commerce, Christ College (Autonomous), Irinjalakuda

I also declare that the project has not formed the basis of reward of
any degree or any other similar title to any other University

Place: Irinjalakuda ALEENA M THOMAS

Date: 30-03-2021
 ACKNOWLEDGEMENT

First, I praise and thank God Almighty who showers his plentiful
blessings upon me, who guide, shield and strengthen me all the
time.
I wish to express my profound gratitude and heart-felt thanks to
our Principal Fr. Dr. Jolly Andrews CMI for his encouragement
and for giving me permission for the study.
I am thankful to Dr. Josheena Jose, our HOD and Ms. Neelima P
A, my Project Guide without whose guidance and encouragement,
I could not have completed my Project work. In spite of her busy
schedule, she spared some of her precious time to me for this work.
Her moral support besides the scholarly guidance in research is the
foundation of this Project. Thank you, for all the help and
guidance. I’m also thankful to the other faculties of the department
for their valuable advices and co-operation, rendered for the
successful completion of my project.
I am sincerely thankful to the students and teachers of schools who
helped me in getting data for analysis. Without their help it will be
more difficult for me to get my questionnaire filled.
I put forward my thankfulness to the Librarian and Non-Teaching
Staffs of Christ College Irinjalakuda (Autonomous) for their co-
operation. I also take this opportunity to thank my parents, friends
and classmates who have been a source of inspiration. Without
their encouragement, it would not have been possible for me to
complete my project successfully.

Place: Irinjalakuda

Date: 30-03-2021 ALEENA M THOMAS

 LIST OF CONTENT

SL.NO TITLE PG.NO

1 LIST OF TABLES

2 LIST OF FIGURES

3 CHAPTER 1 - INTRODUCTION 1-4

4 CHAPTER 2 – REVIEW OF 5-10

LITERATURE

5 CHAPTER 3 – THEORATICAL 11-14

FRAMEWORK

6 CHAPTER 4 – DATA ANALYSIS & 15-48

INTERPRETATION

7 CHAPTER 5- FINDINGS, 49-54

SUGGESTIONS & CONCLUSION

8 BIBLIOGRAPHY 55-56

9 APPENDIX 57-61
 LIST OF TABLES
TABLE TITLE PAGE
NO. NO.
4.1 Classification of students on the basis of their 16
classes
4.2 Classification of students on the basis of gender 17

4.3 Showing the name of the institution of students 18

4.4 Showing the level of study of students 19
4.5 Showing the type of family of students 20
4.6 Showing the parents occupation of the 21
respondents.
4.7 Showing the monthly income of the family 22
4.8 Showing the awareness of health drinks among 23
students.
4.9 Showing the source at which respondents get 24
information about health drinks.
4.10 Showing the media, which mostly influence students to 25
buy health drinks.
4.11 Showing the importance of brand name while 26
purchasing health drinks
4.12 Showing the brand preference of health drinks 27
among students.
4.13 Showing the presence of a celebrity help students 28
to recognize a brand
4.14 Showing average quantity of health drinks 29
consumed per month by students.
4.15 Showing the average amount of money spending 30
per month by the students for purchasing health
drinks.
4.16 Showing the matters examine by the students,
while purchasing health drinks. 31

4.17 Showing the reason for purchasing health drinks. 37

4.18 Showing the satisfaction level of students 38

4.19 Chi square Test 47

4.20 Mann-Whitney U Test 48
 LIST OF FIGURES
FIGURE TITLE PAGE
NO. NO.
4.1 Classification of students on the basis of their 16
classes
4.2 Classification of students on the basis of 17
gender

4.3 Showing the name of the institution of 18

students
4.4 Showing the level of study of students 19
4.5 Showing the type of family of students 20
4.6 Showing the parents occupation of the 21
respondents.
4.7 Showing the monthly income of the family 22
4.8 Showing the awareness of health drinks 23
among students.
4.9 Showing the source at which respondents get 24
information about health drinks.
4.10 Showing the media, which mostly influence 25
students to buy health drinks.
4.11 Showing the importance of brand name while 26
purchasing health drinks
4.12 Showing the brand preference of health drinks 27
among students.
4.13 Showing the presence of a celebrity help 28
students to recognize a brand
4.14 Showing average quantity of health drinks 29
consumed per month by students.
4.15 Showing the average amount of money 30
spending per month by the students for
purchasing health drinks.
4.16 Showing the matters examine by the students, 31
while purchasing health drinks.

4.17 Showing the reason for purchasing health 37

drinks.

4.18 Showing the satisfaction level of students 38

 Chapter-1
INTRODUCTION
1.1 INTRODUCTION
Brand promise and the product repurchase intention has positive and significant
relationship with brand loyalty. in this paradox of choice, Customers are attracted
to companies not only based on what they deliver but also the purpose and values
they stand for. So good promise create trust and that leads brand loyalty which in
turn brings to repurchase intention
The healthy drink market is one of the rapidly growing market sectors in India.
Due to Increase in standard of living and changing lifestyle and high level of
consumerism backed by raising income levels, growing vision of Indian
consumers towards healthier foods and beverages by which Indian market become
an emerging trend of food industry that made positive impact on health drinks
market.
Health drinks in India are primarily malt-based milk drink that act as taste enhancer
along with nutritional fortification of milk. Earlier known as malted food drinks,
the category was introducing in India in 1950s launch of Horlicks and started
strengthening its position in 1960s with success launch of operation flood. The
current market for health food drinks can be clearly segmented by popular flavors-
chocolate, plain malted and vanilla
Malt drinks, meanwhile, are most popular in India, which accounts for 22 % of the
world retail volume sales. They are traditionally consumed as milk substitute and
marketed as a nutritional drink. More variety of taste and flavors, awareness
building efforts by the MNC's, increased acceptability of health drinks product.
Other factors of growth are better standard of living, increase health consciousness
among affluent people and affordability of price. Malted beverages have always
been positioned as regular health drink targeted at children and the elder population
India, the world's largest Malt base drink market, accounts for 22%of the world
retail volume sales. The health food drinks category consist of brown drinks and
white drinks, South and east India are largest market for these drinks, accounting
for largest proportion of all India sales. The total market is placed at 90,000 ton
and is expected to be growing at about 4%. These Malt Beverage, are still an urban
phenomenon. white drinks accounts for almost 2/3 of the market.
GlaxoSmithKline consumer Healthcare is the market leader in the white market
Kraft Heinz’s complan comes in second position. Market leader GSK also owns
other brands such as maltova,boost and viva. Currently, brown drinks continue to
grow at the expense of the white drinks like Horlicks and complan

1
Major players in the market
• Horlicks
• Complaint
• Boost
• Cadburys Bon vita
1.2 STATEMENT OF THE PROBLEM
The rapid rise in digitalization has put consumers in the driver’s seat and they are
power full now. The aim of market is not only meet and satisfy consumers needs
and wants but also tries to create trust and make them loyal, but knowing consumer
is difficult. Consumers are also varying with their income, age, sex or other
characteristics. Two competitive brands of health drinks are considered in this
study. They are Horlicks and boost. This research work has been carried out to
know the brand promise and product repurchase intention of customers about these
two health drinks.

1.3 SCOPE OF THE STUDY

The study helps to know brand promise and product repurchase intention of
consumers towards selected health drinks. It also records people choice or
preference among various health drinks and also the relationship between income
level and consumption level. This study attempts to analyze the product repurchase
intention criteria over health drinks. It may affect by the price, quality, packaging,
promotional factors and service provided by the company

1.4 SIGNIFICANTS OF THE STUDY

In this dynamic and competing world, everyone wants to make profit but it is not
so easy now. In this era customers facing a constant influx of information and
choice, so a clear sense of what a company stands for, the values, believes and
approaches can be a crucial point of differentiation which ultimately leads to
customer loyalty. So, the ultimate aim is to study the factors attracting consumers
to prefer a brand among various health drinks and examine the effect of brand
promise on brand repurchase intention
1.5 OBJECTIVE OF THE STUDY
• To study factors attracting consumers to prefer a brand among health drinks
• To examine the effect of customer satisfaction and brand preference on
repurchase intention

2
1.6 HYPOTHESIS OF THE STUDY
• H 1: Brand preference among male and female health drinks users are
different
• H 2: There is significant effect of brand promise on re purchase intention
among male and female
1.7 RESEARCH METHODOLOGY
1.7.1 DATA COLLECTION
Primary data were collected from respondents through systematically prepared
questionnaire in google forms then summarized electronically through SPSS.
1.7.2 RESEARCH DESIGN
Descriptive research has been undertaken in this research for finding effective
result. The major purpose of this study is to find out the brand preference among
female and male health drink users and to analyze the significant effect of brand
promise on repurchase intention among male and female users.
1.8 SAMPLE DESIGN
It was very difficult to collect data from the entire population. So representative
sample was drawn for the purpose of study.
1.8.1 SAMPLE POPULATION
Samples were selected from three schools in irinjalakuda sub district using
convenient sampling method. First school is the Government model higher
secondary school Nadavarambu, which is a government school. Second one is
National higher secondary school, Irinjalakuda, which is a government aided
school. Third school is Don Bosco higher secondary school, Irinjalakuda, which is
a private school.
1.8.2 SAMPLE FRAME
School what's app is taken to be the sample frame for collection of data.
1.8.3 SAMPLE TECHNIQUE
Due to covid 19, the researcher was unable to collect data directly. Therefor data
were collected through google forms, forwards in class what's app groups.
1.8.4 SAMPLE SIZE
Here 159 respondents were filled the google form during the period of data
collection, hence the researcher constitute the sample size to 159.

3
1.9 TOOL USED FOR ANALYSIS
Appropriate statistical tools were used for analysis via descriptive and inferential
tools.
• Percentage analysis
• Chi square test
• Man- Whitney test
1.10 Limitations
• The study is limited to number of respondents and the period of study is
also limited
• The present study is also conducted on the basis of secondary data. Hence,
the study would be affected the limitation of secondary data
• As study is based on primary and data collected through the questionnaire
filled on the basis of information supplied by respondents. There is
possibility that the information may not be true in some cases.
• Incomplete information supplied by respondents in some case become
another important obstacle in the way of proper analysis of the data.
1.11 Chapterization
• Chapter 1: Introduction
• Chapter 2: Review of literature
• Chapter 3: Theoretical framework
• Chapter 4: Data analysis and interpretation
• Chapter 6: Findings, suggestions and conclusion

4
 Chapter 2
REVIEW OF LITERATURE

5
2.1 EMPIRICAL REVIEW
Dr K.K Dave, Rachna Paliwal (2016) found out that bourn vita is having highest
market share among all brands available. It is mostly consumed by the age group
between 10 to 20 years. The aim of the research was to know the awareness and
availability of brands of malted health food drinks in Udaipur and to study
preference of malted health food drinks between all the age group with brand
characteristics and with other similar substitute of health food drinks and to study
buyer's perception in relevance with 5 p’s of marketing. The statical tool used are
percentage method and chi-square.
Dr P Sekar, S Thangavel (2016) found that majority 60% of the respondents are
in the age group of 41 and above 40% of respondents were aware through
advertisement. 68% of the respondents said that the reason behind choosing the
brand is taste. The study was conducted to light which brand of health drink is
mostly preferred by the consumers and why they choose a particular drink. For
this purpose, data was collected from rural areas of Coimbatore district. As the
population for the research work in the study area is numerous. The statistical tool
used are percentage analysis and chi square.
Ricardo (2008) concluded that color and shapes, important element of marketing
strategy and both are essential features of product packaging and design
communication message.
Kriti Bardhan Guptha (2009) emphasized on factors affecting purchase decision
major categories of food product. The study concluded that consumer behavior for
food product in different perspective cleanliness of the product, freshness, good
for health and clean place of sale gives important attributes values for money,
overall quality and good display of products nearby availability are important
parameters.
Jacoby and Chestnut (1978) Brand loyalty is a function of psychological
processes. Brands are chosen according to internal criteria resulting in a
consignment towards the brand, which is an essential element of brand loyalty.
This point of view is in line with the information processing paradigm, which is
the dominant point of view in consumer behavior.
Hoyer (1984) concluded that inert consumers have different motives; different
decision rules and requires other marketing action than brand loyal consumers. In
particular, they do not evaluate a large set of alternatives but use simple decisions
heuristics like “always buys the cheapest brand” or “always buys the same brand”
Shelina Visram, Stephen J. Crossley, Mandy Chatham, Amelia Lake (2017):
aimed for children and young people below the age of 20, perception and attitudes
towards health drinks in U.K. Children from schools were taken in England. Data

6
analyzed using constant comparative approach. Their findings seek to change the
behavior and many as well as in consumers.
Dongmun Ha,Inmyung song,Gyeongil Jang, Eui- kyung Lee,Ju-young Shin
(2017): designed at the use of highly other additives.The study is conducted among
833 Korean adolescents, and has responded to the Questionnaire. The study is
about the benefit and about the risk involved in it.
Danadip G. Prajapati (2017) has found that television advertisements have
increased the consumption levels for Health drinks and have taken from 200
samples in Vadodara city, The concludes that children are addicted to it more.
Wiggers D Ried JL White CM,Hammond(2017) has analyzed the usage of
energy drinks by the customers. The study was conducted 12-24 years age group.
chi square and Anova Was used in the study. Identified that the consumption of
health Drinks has gone high.
Sara M. Seifert, Judith L, Schaechter, Eugene R Hershorin Steven E
Lipshultz (2016) has taken a survey of the impacts results, degree of energy drinks
utilization by adolescents. An investigation of 1265 young people were taken. The
author concluded saying that regulations of health drink deal and utilization levels
in clients ought to be founded on proper research.
Subin Park, Yeeun Lee, Jung Hyun H.Lee (2016) aimed investigated energy
drink intake and mental health problems among Korean adolescents. A sample of
68,043 aged 12-18 years, data was collected from 2015, Korean youth risk
behavior web-based survey were analyzed. Their data suggest that, it has effects
related to stress, isolation etc.
Dr K.K Dave, Rachna Paliwal (2016) identified that Malted health food drink is
among best substitute of a complete food according to their study. 400 respondents
were interviewed from Udaipur city. The researcher used Kruskal Wallis test using
SPSS were used to interpret the results. The study shows that mostly are preferred
through advertisements.
Farouk El Sabban (2016) founded that manufacturers and Advertising Strategies
are targeting teenagers for the consumption of health drinks. consumption of health
drinks has gone high in among the school children. concluded that a great societal
effort should be carried on to know adverse effects.
Ahmed Abdul Alsunni (2015) has identified that energy drinks boost to improve
cognitive and physical performances in children.

7
2.2 CONCEPTUAL FRAMEWORK
Market
The term market means an area where you will buy and sold. It's an area where
buyers and sellers gather to exchange goods and services. Market may be place,
where people with money to spend and desire to spend it.
A market is defined because the sum total of all the buyers and sellers in the area
or region into account. The thought could also be the world or countries regions
states or cities. The values, cost and price of item traded are as per forces of supply
and demand within the market. The market could also be a physical entity or even
virtual. It's going to be local or global, perfect or imperfect.
Marketing
It comprises of all activities performed by firms to direct and facilitate flow of
products and services from producers to buyers. It is a two-way exchange process
during which needs and wants of both buyers and sellers are satisfied. It's the
exchange useful between buyer and seller.
Product
A product is that the item offered sale. A product is often a service or an item. It
may be tangible or intangible form. Every product is formed at the value and every
is sold at a price. The worth which will be charged depends on the market, the
standard of marketing and therefor the segment that is targeted.
Consumer
Consumer are purchaser of product and services for immediate use and
consumption. consumers are people who consume or use a product. Thus,
consumer is an foremost user of a product.
Consumer behavior
Behavior simply refers to doing of anything. consumer behavior is a study of why
people buy. It is the behavior of the consumer at the time of buying or using goods
or services. Consumer behavior is a process whereby individuals decide what,
when, were, how and from whom to purchase goods and services. Does consumer
behavior is the study of how people buy, what they buy, when they buy, and why
they buy products or services. Consumer behavior means the method on how
consumers make their purchase decision to satisfy their needs.

8
Buying motive
A sale is formed within the minds of a buyer, but not within the minds of a
salesman. An individual does not simply purchase. A buyer is induced to buy a
product by some reason. He takes a choice to buy only when an inner feeling or
urge arouses interest in him to buy a commodity or enjoy a service at a price. Thus,
buying motive is a strong feeling instinct desire or emotion that make them to buy
a product.
Customer satisfaction
customer satisfaction may be measurement used to quantify the degree to which
a customer is proud with a product, service or experience. If you don't measure
customer satisfaction you can't identify unsatisfied customers you can't analyze
their feedback, make changes to our products or services to make them happy.
customer is very important. if they are unsatisfied with the product, they will not
purchase it. In this highly competitive marketplace, business compete for
customers. customer satisfaction is seen as a key factor and increasingly has
become a key element of business strategy.
A customer’s expectation about a product tells us how he or she anticipates how
that product will perform. It is considered that customer judge products on a
limited set of norms and attributes.
Customer satisfaction factors
• Convenience: It is an important element of a positive customer experience.
Its influence how customer make decision about what to buy what service
to use where to go and with whom to engage.
• Accessibility: You need to ensure that customers are able to find and access
your product and service efficiently without barriers and frictions on their
preferred channel.
• Choice: The more choices you give your customers during the buying
process the more likely they are feeling in control of the experience that
they have with your brand.
• Community: Today customers are research about everything before they
make a purchase. it's important to consider the community exist around your
brand. The best solution to create your brand reputation is to make sure that
you engage with your community whenever possible. Even when someone
has something bad to say about your business, learn how to respond from a
positive perspective by offering a solution to problem.

9
Brand
Brand means a product, service or concept that is publicly different from other
products, service or concept. So, it can be easily presented and marketed. Branding
is a process that create an identity to a product or service.
By using trademarks, brands are protected from the use of others. Trademark can
be accessed from an authorized agency, usually a government agency. Brands are
expressed in the form of logos.
Brand loyalty
Brant loyalty occurs when a consumer buys product or service repeatedly overtime
rather than buying from multiple suppliers within the same category. Therefore,
brand loyal customers are important source of value for companies.
Brand promise
Brand promise is a statement, that made by an organization to its consumers stating
what they can expect from organizations products and services. This is related with
the benefits and experience that they can enjoy from the use of the product or
service. It represents the uniqueness of the brand. These promises are presented
through advertisements and other marketing campaigns. It helps to establish brand
equity and improve brand image. If it delivered efficiently to customers, can lead
to long term customer loyalty and benefits.
• The brand promise should be simple
• The brand promise should be credible
• The brand promise should be varying
• The brand promise should be memorable
• The brand promise should be inspiring
Repurchase intention
Repurchase intention indicates a person's willingness to make another purchase
from an equivalent firm and the reason for the purchase is the past experiences. In
short customer statement about the intention to purchase again from the same
seller. It is connected with Factors such as service quality, equity and values,
customer satisfaction, past loyalty, expected switching cost and brand preferences.

10
 Chapter-3
THEORATICAL FRAMEWORK

11
3.1 INDUSRY PROFILE
Universally, in mentioning their children, mothers attach tons of emotional
importance to nourishment. There is an ever-growing need for nourishment and
energy in today's fast paced world. Who can resist a steaming, hot drink which
promises to energize, nourish and refresh? The need for nutritional
supplementation is all the more relevant for kids. Coupled with fact that kids love
delicious taste of these drinks, once they have tried them, lies the basic tale of milk
addictive and grown and development of health food drinks category. No one can
be sure of when and how the category evolved buy, today, in India the HFD market
is valued at approximately RS 13000 million and 50000 tones.
The malted health drink market is one of the rapidly growing dynamic market in
food service sector in India. Due to increase standard of living and changing
lifestyle, growing inclination of Indian consumers towards healthier food and
beverages by which Indian market become an emerging trend of food industry that
make positive impact on malted health drinks. The various malted health drinks
products are Horlicks, boost, complan, bourn vita, etc.
The report gives a detailed segmental analysis with the value for the malted health
drinks market in India. According to India malted health drinks overview; Indian
malted market is expected to grow with a CAGR of 17.4% for next six years, owing
to urbanization and increased income of people. South India has the most
important market share in malted health drinks, followed by east and north. The
malted health drink market divided into white and brown powder, which means
without cocoa powder and with cocoa powder consisting Barley or corn malt.
Nowadays manufacturing have range of brands placing separate to kids, adults and
the entire family.
Understanding the inner strength is crucial to the wellbeing of any person.
Consumers seek malted drinks which will help to manage healthiness for day-to-
day challenging life. Manufacturers are trying to combine the best raw material
with innovative product concept. The manufacturers are bringing new package
trends, which will attract the consumers to buy it. Thus, Indian consumers moving
towards suitable and healthier lifestyle thus making the malted health drinks as a
crucial category in food and beverage industry.

12
3.2 COMPANY PROFILE
1.Horlicks
Horlicks involves India with British army, some malted barley, pinches flour with
a clash of milk is the Horlicks recipe for success. James Horlicks, after whom the
brand is known as, was a chemist who worked for a corporation which produces
dried infant food. He became ambitious after inventing some recipe of his own.
So, along with his brother William, they found J&W Horlicks of Chicago.
Until 1960’s Horlicks was positioned as an adult restorative drink that gave extra
energy especially during convalescence. In 1970’s saw its position shift to “The
general nutritionary.” It had been during this phase that brand saliency shot up.
Subsequent decade saw Horlicks face an immense external challenge. By 1994, its
had create ideal Horlicks and improve product formulation that also brought back
the trust of people. In 2002, Horlicks was re launched.
Horlicks features a significant presence in over fifteen countries. Today Horlicks
is that the best-known brand in the health food category in India. The brand enjoys
the trust of generations of Indian mothers and this relationship has been nurtures
by the brand by fortifying the production from time to time. Junior Horlicks was
re launched with extra nutrients to build the immunity of little kids. Today Junior
Horlicks contribute 11% to Horlicks total sales turnover and has one of the fastest
growing product extensions to the Horlicks brand.
But it isn't just a product development that Horlicks has concentrated upon, it has
also created new attractive packaging option including jars, refill pack option and
also the first to shrink wrap bottles. In a way, there’s a Horlicks pack for every
occasion and mood.
Brand value: Horlicks has always been a brand that stands for good health and
nourishment through a whole some natural product. A commitment towards
product quality and reinforcement of essential nutrients has won over the trust of
generation on of mothers. Family bond is at the heart of Horlicks brand value.
Facts:
• Horlicks was first invented to substitute milk as baby food
• In India, 2 billion cups of Horlicks drunk every year.
• People on special diet, including liquid diet devised for gastric disorder, can
benefit from the nutritional convenience of Horlicks.

13
2. Boost
Boost was developed by the company's R&D team in 1974 and launched in Kerala
in 1975/76 positioned as the “energy food” the brand soon generated great
consumer pull and was subsequently launched at a national level.
Around 1984, however boost sales appeared to plateau. This led to an entire rethink
about the brand strategy. A deeper understanding of purchase dynamics of the
category revealed that by the latter half of the 1980’s, children had come to become
strong influence during a family’s purchase of MFD products. What was also
observed was that this section of the population has the highest requirements for
supplementary energy and was the foremost enthusiastic about sports cricket in
particular.
Infused with this insight, boost was consequently repositioned. It pushed forward
the association of youngsters of this age bracket with cricket. This has since
remained a winning strategy. Today “Boost is the secret of my energy” is the most
recalled sign off in its product segment and has defined brand's identity.
Boost is that the first HFD to possess ever used celebrity endorsement to convey
its propositions and has successfully carved out the energy HFD market in India.
In recognition of these achievements, boost has won prestigious award like the
world star for packaging and the finalist position in Effic award 2000, fir effective
communication.
Brand value: The personality of the boost brand is distinctly sporty and energetic
and everything from the tone of communication to packaging is completed to
reflect thus vibrant energy. Today the color red and “boost is the secret of my
energy” have become synonymous with the brand.

14
 Chapter-4
DATA ANALYSIS AND
INTERPRETATION
4.1 Descriptive statistical
analysis
4.2 Inferential Statistical
Analysis

15
Data analysis and Interpretation
4.1 Descriptive Statistical Analysis
The collected data was processed and analyzed within the time bounded of
the research plan. The data collected from 159 samples are analyzed
carefully and interpretations are made accordingly. Diagrams such as pie
chart and bar charts are used for this purpose.
Table 4.1
Classification of students on the basis of their classes
Class No. of respondents Percentage
5th 15 9.43
6th 24 15.09
7th 32 20.13
8th 27 16.98
9th 18 11.32
10th 43 27.04
Total 159 100
Source: primary data
Table no. 4.1 reveals the classification of students on the basis of their classes.
Among 159 sample, 9.43% students are studied in 5th standard, 15.09% students
are in 6th standard, 20.13% students are in 7th standard, 16.98% students are in 8th
standard, 11.32% students are in 9th standard and 27.04% students are in 10th
standard.
Figure 4.1

16
 Table 4.2
Classification of students on the basis of gender

Gender No. of respondents Percentage

Male 74 46.54
Female 85 53.46
Total 159 100
Source: primary data
Table No. 4.2 reveals the classification of students on the basis of gender.
Among 159 samples, 46.54% of students are male and 53.46% students are
females.
Figure 4.2

17
 Table 4.3
Showing the name of the institution of students
Name of the institution No. of respondents Percentage
National higher secondary
school, Irinjalakuda 48 30.18
Don Bosco higher
secondary school,
Irinjalakuda 55 34.6
Gov. Model higher
secondary school,
Nadavarambu 56 35.22
Total 159 100
Source: primary data
Table No. 4.3 reveals the name of the institution of students. Among 159
samples, 30.18% students are from National higher secondary school, 34.6%
students are from Don Bosco higher secondary school and 35.22% of students
are from Government model higher secondary school, Nadavarambu.

Figure 4.3

18
 Table 4.4
Showing the level of study of students
Level of study No. of respondents Percentage
Upper primary 71 44.65
High school 88 55.35
Total 159 100
Source: primary data

Table No. 4.4 reveals the level of study of students. Among 159 sample, 44.65%
students are upper primary and 55.35%are high school students.

Figure 4.4

19
 Table 4.5
Showing the type of family of students
Type of family No. of respondents Percentage
Nuclear family 129 81.13
Joint family 30 18.87
Total 159 100
Source: primary data

Table no. 4.5 reveals the type of family. Among 159 samples, 81.13% students
are from nuclear family and 18.87% students are from joint family.

Figure 4.5

20
 Table 4.6
Showing the parents occupation of the respondents.
Occupation of parents No, of respondents Percentage
Government employee 15 9.43
Private employee 76 47.80
Self employed 59 37.11
Service 9 5.66
Total 159 100
Source: primary data

Table No. 4.6 reveals that most of the students' parents are private employees.
They constitute about 47.80%. 37.11% are self-employed, 9.43% are government
employees and 5.66% are service oriented employees.

Figure 4.6

21
 Table 4.7
Showing the monthly income of the family

Monthly income No. of respondents Percentage

Below 20000 109 68.55
20000 to 60000 39 24.53
Above 60000 11 6.92
Total 159 100
Source: primary data
Table no. 4.7 reveals that the monthly income level of the student's family.
Among 159 sample, 68.55% families are earning below 20000. 24.53% student's
family earn 20000 to 60000 and 6.92% student's family earn above 60000.

Figure 4.7

22
 Table 4.8
Showing the awareness of health drinks among students.
Awareness No. of respondents Percentage
Yes 122 76.73
No 8 5.03
Maybe 28 18.24
Total 158 100
Source: primary data
Table 4.8 reveals that 76.73% of students are aware about the benefits and uses
of health drinks. 18.24% students are not well known about health drinks. But it
is clear that 5.03% students are not much aware about any health drinks which
are available in our markets.

Figure 4.8

23
 Table 4.9
Showing the source at which respondents get information about health
drinks.

Source No of respondents Percentage

Advertisements 77 48.43
Friends 22 13.84
Family members/relatives 43 27.04
Retail shops 3 1.89
Doctors advise 14 8.80
Total 159 100
Source: primary data
Table 4.9 reveals the source at which consumers got information about the health
drink. From this table we can clear that 48.43% of students are aware about
health drinks through advertisement. Among 159 samples, 13.84% of students
are aware about health drinks through friends, 27.04% are aware through family
members, 1.89% are aware through retailors and 8.80% are aware through
doctors.
Figure 4.9

24
 Table 4.10
Showing the media, which mostly influence students to buy health drinks.
Influencing media No. of respondents Percentage
Television 118 74.21
Newspaper 10 6.30
Internet 27 16.98
Posters 1 0.63
Banners 3 1.88
Total 159 100
Source: primary data
Table No. 4.10 reveals the media which mostly influence students to buy health
drinks. Among 159 samples, 74.21% students are influenced by
television,16.98% students are influenced by internet, 6.30% of students are
influenced by newspaper, 1.88% students are influenced by banners and .63%
students are influenced by posters.

Figure 4.10

25
 Table 4.11
Showing the importance of brand name while purchasing health
drinks
Brand name No. of respondents Percentage
Yes 101 63.52
No 22 13.84
Maybe 36 22.64
Total 159 100
Source: primary data

Table 4.11 reveals that the importance of brand name while purchasing health
drinks. Among 159 samples, 63.52% of students give importance to brand name
and 22.64% of students not give too much importance to brand name and 13.84%
students are not considering brand name.

Figure 4.11

26
 Table 4.12
Showing the brand preference of health drinks among students.

Brand No. of respondents Percentage

Horlicks 58 36.48
Boost 101 63.52
Total 159 100
Source: primary data

Table 4.12 reveals the brand preference of health drinks among students. Among
159 samples, most proffered brand is Boost, which constitute 63.52% students.
Next comes Horlicks which constitute 36.48% students.

Figure 4.12

27
 Table 4.13
Showing the presence of a celebrity help students to recognize a brand
Particulars No. of respondents Percentage
Yes 62 38.99
No 68 42.77
Maybe 29 18.24
Total 159 100
Source: primary data
Table 4.13 reveals that the presence of a celebrity help students to recognize a
brand. Among 159 sample, 38.99% students reveals that the presence of a celebrity
help them to recognize a brand. But 42.77% students are reveals that the presence
of a celebrity should not help them to recognize their brand. 18.24% students
reveals that the presence of a celebrity may or may not help them to recognize their
brand.

Figure 4.13

28
 Table 4.14
Showing average quantity of health drinks consumed per month by
students.

Consumption No. of respondents Percentage

Below 500 gm 104 65.41
500gm to 1Kg 47 29.56
Above 1Kg 8 5.03
Total 159 100
Source: primary data
Table No. 4.14 reveals that the average quantity of health drinks consumed per
month by students. Among 159 samples, 65.41% of students are consuming
below 500 gm per month. 29.56% of students are consuming 500 gm to 1 kg.
Only 5.03% students are consuming health drinks above 1 kg.

Figure 4.14

29
 Table 4.15
Showing the average amount of money spending per month by the
students for purchasing health drinks.
Money spends No. of respondents Percentage
Less than 500 139 87.42
500 to 1000 17 10.69
More than 1000 3 1.89
Total 159 100
Source: primary data
Table 4.15 reveals that the average money spends per month by the students for
purchasing health drinks. Among 159 samples, 87.42% of students are spending
less than 500 rupees for purchasing health drinks, 10.69% of students are
spending 500 to 1000 rupees for purchasing health drinks and 1.89% are
spending more than 1000 rupees for purchasing it.
Figure 4.15

30
 Table 4.16
Showing the matters examine by the students, while purchasing health
drinks.
Table 4.16.1
Manufactures name
Manufactures name No of respondents Percentage
Yes 106 66.67
No 53 33.33
Total 159 100
Source: primary data
Table 4.16.1 reveals that the factors examine by the students, while they
purchasing health drinks. This table shows that 66.67% students give importance
to manufactures name and 33.33% of them not give importance to it.
Figure 4.16.1

31
 Table 4.16.2
Price
Price No of respondents Percentage
Yes 139 87.42
No 20 12.58
Total 159 100
Source: primary data
Table 4.16.2 reveals that the factors examine by the students, while they
purchasing health drinks. In this table we can clear that 87.42% students giving
importance to price and balance 12.58% students are not giving importance to
price.

Figure 4.16.2

32
 Table 4.16.3
Special offers

Special offer No of respondents Percentage

Yes 108 67.92
No 51 32.08
Total 159 100
Source: primary data
Table 4.16.4 reveals that the factors examine by the students, while they
purchasing health drinks. In this table we can clear that 67.92% students are
considering special offer while they purchase it and 32.08% students are not
considered it.

Figure 4.16.3

33
 Table 4.16.4
Quantity
Quantity No of respondents Percentage
Yes 144 90.57
No 15 9.43
Total 159 100
Sources: primary data
Table 4.16.4 r reveals that the factors examine by the students, while they
purchasing health drinks. In this table we can clear that 90.57% students are
giving importance to quantity and 9.43% students are not giving importance to it.

Figure 4.16.4

34
 Table 4.16.5
Date of manufacture

Date of manufacture No of respondents Percentage

Yes 143 89.94
No 16 10.06
Total 159 100
Source: primary data
Table 4.16.5 reveals that the factors examine by the students, while they
purchasing health drinks. In this table we can clear that 89.94% students are
giving importance to manufacturing date and 10.06% students are not giving
importance to it.

Figure 4.16.5

35
 Table 4.16.6
Ingredients
Ingredients No of respondents Percentage
Yes 111 69.81
No 48 30.19
Total 159 100
Source: primary data

Table 4.16.6 reveals that the factors examine by the students, while they
purchasing health drinks. In this table we can clear that 69.81% students are
giving importance to ingredients and 30.19% students are not giving importance
to it.

Figure 4.16.6

36
 Table 4.17
Showing the reason for purchasing health drinks.
Reason for purchase No of respondents Percentage
name of the manufacturer 9 5.66
improves concentration 6 3.77
improve physical stamina 47 29.56
taste/flavor 75 47.17
casually as matter of
prestige 0 0
part of regular diet 2 1.26
medical advice 11 6.92
influence of others 6 3.77
offers and discounts 3 1.89
Total 159 100
Source: primary data
Table 4.17 reveals that the reason for purchasing health drinks. Among 159
samples, 47.17% of students are purchasing health drinks because of its taste.
29.56% of students are buying it for improving their physical stamina. 6.92%
students are purchasing it as per medical advice. 5.66% students are buying it
considering the name of the manufacture. Some of the users are buy it for
improving concentration and by the influence of others. Both the category
constitutes 3.77% students. 1.89% of students purchase it when offers and
discounts are available. There is no one using health drinks casually as a matter
of prestige.
Figure 4.17

37
 Table 4.18
Showing the satisfaction level of students
Table 4.18.1
Health improvement
Health improvement No. of respondents Percentage
Highly satisfied 38 23.90
Satisfied 61 38.36
Neutral 48 30.19
Dissatisfied 8 5.03
Highly dissatisfied 4 2.52
Total 159 100
Source: primary data
Table 4.18.1 reveals that the satisfaction level of students regarding health
improvement using health drinks. Among 159 samples, majority of respondents
comes under the category of satisfied. They constitute 38.36% of students.
23.90% of the students are highly satisfied and 30.19% of students are neutral.
5.03% of them are dissatisfied and 2.52% students are highly dissatisfied.
Figure 4.18.1

38
 Table 4.18.2
Improves concentration
Improves
concentration No. of respondents Percentage
Highly satisfied 20 12.58
Satisfied 69 43.40
Neutral 49 30.82
Dissatisfied 16 10.06
Highly dissatisfied 5 3.14
Total 159 100
Source: primary data
Table 4.18.2 reveals that the satisfaction level of students regarding
improvement of concentration using health drinks. Among 159 samples, majority
of respondents comes under the category of satisfied. They constitute 43.40% of
students. 30.82% students are neutral and 12.58% of students are highly satisfied.
10.06% of students are dissatisfied and 3.14% of students are highly dissatisfied.

Figure 4.18.2

39
 Table 4.18.3
Quality
Quality No. of respondents Percentage
Highly satisfied 47 29.56
Satisfied 79 49.69
Neutral 26 16.35
Dissatisfied 5 3.14
Highly dissatisfied 2 1.26
Total 159 100
Source: primary data
Table 4.18.3 reveals that the student's satisfaction level of health drinks regarding
quality. Among 159 samples, 49.69% students are satisfied with its quality.
29.56% are highly satisfied and 16.35% are neutral. 3.14% students are
dissatisfied and 1.26% of them are highly dissatisfied.
Figure 4.18.3

40
 Table 4.18.4
Availability
Availability No. of respondents Percentage
Highly satisfied 60 37.74
Satisfied 69 43.40
Neutral 23 14.46
Dissatisfied 4 2.52
Highly dissatisfied 3 1.88
Total 159 100
Source: primary data
Table No. 4.18.4 reveals that the satisfaction level of students using health drinks
regarding its availability. Among 159 samples, 49.69% students are satisfied with
its quality. 29.56% are highly satisfied and 16.35% are neutral. 3.14% students
are dissatisfied and 1.26% of them are highly dissatisfied.

Figure 4.18.4

41
 Table 4.18.5
Taste
Taste No. of respondents Percentage
Highly satisfied 69 43.40
Satisfied 70 44.03
Neutral 17 10.69
Dissatisfied 2 1.26
Highly dissatisfied 1 0.62
Total 159 100
Source: primary data
Table 4.18.5 reveals that the satisfaction level of students using health drinks
regarding its taste. Among 159 samples, 44.03% of students are satisfied with the
taste of health drinks. 43.40% are highly satisfied and 10.69% are neutral
position. 1.26% of them are dissatisfied and .62% of them are highly dissatisfied.
Figure 4.18.5

42
 Table 4.18.6
Price
Price No. of respondents Percentage
Highly satisfied 38 23.90
Satisfied 77 48.43
Neutral 34 21.38
Dissatisfied 5 3.14
Highly dissatisfied 5 3.15
Total 159 100
Source: primary data
Table 4.18.6 reveals that the satisfaction level of students using health drinks
regarding its price. Among 159 samples, 48.43% of students are satisfied with
the price of the product. 23.90% of them are highly satisfied and 21.38% of them
are neutral position. 3.15% of them are highly dissatisfied and 3.14% of them
are dissatisfied with the price of the product.

Figure 4.18.6

43
 Table 4.18.7
Advertisement
Advertisement No. of respondents Percentage
Highly satisfied 40 25.16
Satisfied 70 44.03
Neutral 32 20.13
Dissatisfied 11 6.92
Highly dissatisfied 6 3.76
Total 159 100
Source: primary data
Table 4.18.7 reveals that the satisfaction level of students using health drinks
regarding its advertisement. Among 159 samples, 44.03% of students are
satisfied with the advertisement provided by the brands. 25.16% of them are
highly satisfied and 20.13% of them are neutral in position. 6.92% of them are
dissatisfied and 3.76% of them are highly dissatisfied.

Figure 4.18.7

44
 Table 4.18.8
Packaging
Packaging No. of respondents Percentage
Highly satisfied 51 32.07
Satisfied 78 49.06
Neutral 19 11.95
Dissatisfied 8 5.03
Highly dissatisfied 3 1.89
Total 159 100
Source: primary data
Table 4.18.8 reveals that the satisfaction level of students using health drinks
regarding its packaging. Among 159 samples, 49.06% of students are satisfied
with the packaging of the product and 32.07% are highly satisfied with it.
11.95% of them are neutral in position and 5.03% are dissatisfied with it. 1.89%
of students are highly dissatisfied with the product packaging.

Figure 4.18.8

45
 Table 4.18.9
Size
Size No. of respondents Percentage
Highly satisfied 34 21.38
Satisfied 83 52.20
Neutral 20 12.58
Dissatisfied 15 9.43
Highly dissatisfied 7 4.40
Total 159 100
Source: primary data
Table 4.18.9 reveals that the satisfaction level of students using health drinks
regarding its size. Among 159 samples, 52.20% of students are satisfied with the
size of the product. 21.38% of them are highly satisfied and 12.58% of them are
in neutral position. 9.43% of them are dissatisfied with the size of the product
and 4.40% of them are highly dissatisfied.

Figure 4.18.9

46
4.2 Inferential statistical Analysis
Inferential statistics are used to make inferences about the larger population
based on the sample. Typically, inferential statistics deals with analyzing two or
more variables using the samples. There is different type of inferential statistics
that are used. The type of inferential statistics used depends on the type of
variables used for the study.
H0: Brand preference among male and female health drink users are same
H1: Brand preference among male and female health drink users are
different.
Table 4.19
Chi square Test
Horlicks Boost
Male 24 50 74
Female 34 51 85
Total 58 101 159
P Value .978 Asymp. sig.(2- .323
sided)
Source: SPSS output
The chi square test is used to find out the brand preference among male and
female users. The difference is checked through SPSS, the result is showed
that the brand preference among male and female health drink users are
same. The P Value (.978) are greater than the significant level of 0.05.
Thus, null hypothesis accepted.

47
H0: There is no significant effect of brand promise on repurchase intention
among male and female users.
H1: There is significant effect of brand promise on repurchase intention
among male and female users.
Table 4.20
Ranks
Total Gender N Mean Rank Sum of Ranks
brand 1.0 74 81.55 6034.50
promise 2.0 85 78.65 6685.50
Total 159
Source: SPSS output
Mann-Whitney Test
Test statistics
Mann Whitney U 3030.500
Wilcoxon W 6685.500
Z -.397
Asymp. Sig. (2-tailed) .692
a. Grouping variable: Gender
The Mann –Whitney U test used for analyzing the significant effect of brand
promise on repurchase intention among male and female users. The difference of
variance is checked through SPSS, the result of analysis shows effect is not
significant in gender and brand promise on repurchase intention. The P value
(.692) are greater than the significant level of .05. Thus, the null hypotheses are
accepted. There is no significant effect of brand promise on repurchase intention
among male and female users.

48
 Chapter-5
FINDINGS, SUGGESTIONS AND
CONCLUSION

49
5.1 Findings
• The study is conducted to understand brand preference of health drinks
among students and to examine the effect of brand promise on repurchase
intention. Among 159 samples, 53.46% students are female and 46.54% are
male.
• Majority of the students that is 55.35% respondents are high school students
and 44.65% of them are upper primary students.
• Most of the student's family is nuclear, which consist 81.13% students and
18.87% student's family is joint family.
• Among 159 samples, 47.87% of students' parents have private job.37.11%
are self-employed and 9.43% of them have government job. Only 5.66% of
parents have job in service sector.
• Among 159 sample, 68.55% families are earning below 20000. 24.53%
student's family earn 20000 to 60000 and 6.92% student's family earn above
60000.
• Most of the students are aware about the benefits and uses of health drinks.
They constitute 76.73%. But 5,03% of students are not aware about the
health drinks.
• 48.43% of students are aware about health drinks through advertisement.
Among 159 samples, 13.84% of students are aware about health drinks
through friends, 27.04% are aware through family members, 1.89% are
aware through retailors and 8.80% are aware through doctors.
• Majority of the students reveals that television is the major source that help
them too aware about health drinks.
• Among 159 samples, 63.52% of students give importance to brand name,
while they purchase health drinks. But 13.84% of students not give any
importance to brand name while they purchase it.
• The majority of students reveal that the most preferred brand among them
is boost. They constitute 63.52% and 36.48% of students prefer Horlicks as
their health drink.
• Most of the students reveals that the presence of a celebrity does not help
them to choose a brand.
• Among 159 samples, 65.41% of students are consuming below 500 gm per
month. 29.56% of students are consuming 500 gm to 1 kg. Only 5.03%
students are consuming health drinks above 1 kg.
• 87.42% of students are spent only below 500/- for purchasing health drinks.
• Most of the students give importance to manufacture name while they
purchase health drinks.
• 87.42% of students giving importance to price, while they purchasing health
drinks.

50
• Most of the students give importance to offers and discounts provided by
the brand.
• 90.57% students are giving importance to quantity and 9.43% students are
not giving importance to it.
• Most of the students believes that date of manufacturing is an important
think while they purchase health drinks.
• 69.81% students are giving importance to ingredients and 30.19% students
are not giving importance to it.
• Among 159 samples, 47.17% of students are purchasing health drinks
because of its taste. 29.56% of students are buying it for improving their
physical stamina. 6.92% students are purchasing it as per medical advice.
5.66% students are buying it considering the name of the manufacture.
Some of the users are buy it for improving concentration and by the
influence of others. Both the category constitutes 3.77% students. 1.89% of
students purchase it when offers and discounts are available. There is no
one using health drinks casually as a matter of prestige.
• Majority of the students using health drinks are satisfied with the health
improvements.
• 43.40% of students are satisfied with the use of health drinks regarding
improvement of concentration. 30.82% students are neutral and 12.58% of
students are highly satisfied. 10.06% of students are dissatisfied and 3.14%
of students are highly dissatisfied.
• Among 159 samples, 49.69% students are satisfied with its quality. 29.56%
are highly satisfied and 16.35% are neutral. 3.14% students are dissatisfied
and 1.26% of them are highly dissatisfied.
• Among 159 samples, 49.69% students are satisfied with its quality. 29.56%
are highly satisfied and 16.35% are neutral. 3.14% students are dissatisfied
and 1.26% of them are highly dissatisfied.
• 44.03% of students are satisfied with the taste of health drinks. 43.40% are
highly satisfied and 10.69% are neutral position. 1.26% of them are
dissatisfied and .62% of them are highly dissatisfied.
• From the total number of students, 48.43% of students are satisfied with the
price of the product. 23.90% of them are highly satisfied and 21.38% of
them are neutral position. 3.15% of them are highly dissatisfied and 3.14%
of them are dissatisfied with the price of the product.
• Among 159 samples, 44.03% of students are satisfied with the
advertisement provided by the brands. 25.16% of them are highly satisfied
and 20.13% of them are neutral in position. 6.92% of them are dissatisfied
and 3.76% of them are highly dissatisfied.

51
• 49.06% of students are satisfied with the packaging of the product and
32.07% are highly satisfied with it. 11.95% of them are neutral in position
and 5.03% are dissatisfied with it. 1.89% of students are highly dissatisfied
with the product packaging.
• Among 159 samples, 52.20% of students are satisfied with the size of the
product. 21.38% of them are highly satisfied and 12.58% of them are in
neutral position. 9.43% of them are dissatisfied with the size of the product
and 4.40% of them are highly dissatisfied.
• The study reveals that the brand preference among male and female health
drink users are same
• The study concluded that there is no significant effect of brand promise on
repurchase intention among male and female health drink users.

52
5.2 Suggestions
• It is better to provide proper knowledge about health drinks to students
which help to find good nutrition for their health.
• The brands should make more attractive advertisements which result a
hike in its sales.
• The brands should try to engage with the community that it exists and
create trust among them, which give more value to the brand.
• The brand should try to introduce new scheme which attract more
consumers to their products
• The brand should do activities relates with social responsibility which
create good reputation to the company.
• To communicate with retailors regularly, which help company to find out
its drawbacks.

53
5.3 CONCLUSION
From this study, the brand preference among male and female users and the effect
of brand promise on repurchase intention are analyzed. Brand promise is related
with brand loyalty which can be established through providing good quality
products, availability of products, taste and colorful packaging and production of
good healthy products. Customers are attracted to companies not only based on
what they deliver but also the purpose and values they stand for. So good promise
create trust and that leads brand loyalty which in turn brings to repurchase
intention. From this study it is clear that Boost and Horlicks brands has a very good
brand loyalty among consumers which are top rated in the market. Hence brand
promise has been a part of the consumers in choosing the brands of their health
drinks.

54
BIBLIOGRAPHY

55
Bibliography
Journals:
I. Bernad Schmitt “Experiential Marketing”, Journal of marketing
management, volume 15, Issue 3, p.53-67,1999
II. Bernad Schmitt “Experiential Marketing”, Beijing: Tsinghua
University press, 2004.
III. Philip Kotler. P, “Marketing management”: 11th Edition Tata
McGraw-Hill, Newyork,2002.
IV. Dr. Sandip G Prajapati2017, International Journal of Management and
Social Science. Issn 2455-2267, Vol 007
Websites:
I. www.shodhganga.inflibnet.ac/in
II. www.researchgate.net
III. www.studentsbazar.in
IV. www.wikipedia.com
V. www.studentsbazaar.in

56
APPENDIX

57
 BRAND PROMISE AND PRODUCT REPURCHASE INTENTION

OF HEALTH DRINKS
I am Aleena M Thomas (Mom student, Christ College Irinjalakuda) as part
of my M com course, I am conducting a project to Analyze "brand promise
and product repurchase intention of health drinks". I request you to spend
some time to fill up the questions. I assure you that the information
provided will be highly confidential and only used for educational purpose.

Socio-economic profile of students

1.Name of the student
-----------------------------
2. Class
----------------------------
3. Gender
Female □ Male □ Other □

4. Name of the institution

Gov. Model higher secondary school, Nadavarambu □
National higher secondary school, Irinjalakuda □
Don Bosco higher secondary school, Irinjalakuda □

5.Level of study
Upper primary □ High school □

6. Type of family
Nuclear family □ Joint family □

58
7. Occupation of parents
Government employee □ Private employee □ Self employed □ Service □
8. Monthly income of the family
Below 20000 □ 20000 to 60000 □ Above 60000 □

Awareness of health drinks

9. Are you aware about health drinks?
Yes □ No □ Maybe □

10. How did you come to know about the health drinks?
Advertisement □ Friends □ Family members/relatives □ Retail shops □
Doctors' advice □

11. Which media of advertisement mostly influence you to buy health

drinks?
Television □ Newspaper □ Internet □ Posters □ Banners □

12. Will you keep brand name in your mind while purchasing health
drinks?
Yes □ No □ Maybe □

13, Please tick the one health drink which you have consumed mostly?
Horlicks □ Boost □

14. Does the presence of a celebrity help you to recognize a brand?

Yes □ No □ Maybe □

59
15. Average quantity of health drinks consumed per month?
Below 500 gm □ 500gm to 1kg □ Above 1kg □

16. Average amount of money spent per month for health drinks?
Less than 500 □ 500 to 1000 □ More than 1000 □

17. While you purchase your health drinks, the printed information you
examine is (please tick the relevant)
Yes No

Name of the
manufacturer
Price
Special offer
Quantity
Date of manufacture
Ingredients

18. Reason for purchasing your preferred health drinks?

Name of the manufacture □ Improves concentration □
Improves physical stamina □ Taste/flavors □
Casually as a matter of prestige □ Part of regular diet □ Medical advice □
Influence of others □ Offers and discounts □

60
19. satisfaction level of consumers with regard to attributes of the branded
health drinks?
Highly Satisfied Neutral Dissatisfied Highly
satisfied dissatisfied
Health
improvement
Improves
concentration
quality
availability
taste
price
advertisement
packaging
size

Questionnaire Link (Google form):

https://docs.google.com/forms/d/e/1FAIpQLSdlgU24DIuUeTv1LajKUCL
DhPYzCuHh51u7GQXy7Es1mLc_LQ/viewform?vc=0&c=0&w=1&flr=0
&gxids=7628

61
62