Analysis of Health Drinks : What is Satisfying Consumer's Thirst ?
DOI:
https://doi.org/10.17010/ijom/2018/v48/i9/131441Keywords:
Health Drinks
, Purchase Intention, Factor Analysis, Regression.Paper Submission Date, July 12, 2018, Paper sent back for Revision, August 13, Paper Acceptance Date, August 16, 2018Abstract
The ever - raising dynamics in the Indian market place and the extensive competition has emphasized on the significance in identification of factors behind the consumers' consumption of health drinks to quench the thirst of the marketers with solutions. This study identified 32 different underlying reasons as factors for a consumer to prefer health drinks. The study analyzed survey responses of 432 respondents from South Bengaluru. Furthermore, the study examined the significance of each factor with its impact on purchase intentions of health drinks using exploratory factor analysis. The interpretation was then carried out to analyze how each factor - Advertisement, Support-Drink, Influence, Lifestyle, Relaxation, Activeness, Arousal, Health-Consciousness, Taste, Price, and Packaging impacted the purchase intentions. The results of the regression analysis further revealed that Activeness, Relaxation, Packaging, Arousal, Advertisement, Health - Consciousness, and Taste had a significant impact on consumer purchase intentions about health drinks. The study revealed that 'Activeness' was the utmost preferred attribute for the preference of health drinks by the consumers.Downloads
Published
How to Cite
Issue
Section
References
Acosta, G. (2016, November). Healthy juice drink drive dollar growth: Natural beverages, consumables. Drugstorenews.com, p.64.
Ali, E. M., & Mohamed, G. H. (2015). Consumer satisfaction towards selected health drinks in Tiruchirappalli town. International Journal of Management, 6 (1), 226-232.
Ali, S. S., & Ahmad, F. (2010). Flexible approach to satisfaction index : An Indian case study of health drink seector. Int. J. Indian Culture and Business Management, 3 (3), 260-284.
Armitstead, A. (1998). The national health survey-consumer attitudes to health and food.
Nutrition and Food Science, 98 (2), 95-98.
Atwal, G., & Williams, A. (2008). Marketing in Postmodern India: Bulgari meets Bollywood.Indian Journal of Marketing, 38 (1), 3-7.
Badaam, K. M., & Masroor, S. S. (2013). A study of energy drinks consumption practices among football players in Aurangabad district of Maharashtra in India. IOSR Journal of Dental and Medical Sciences, 4 (5), 24-27.
Bedi, M., & Paul, R. (2013). An analysis of Indian consumers attitude towards health drinks. International Journal on Customer Relations, 1 (2), 16-24.
Buxton, C., & Hagan, J. E. (2012). A survey of energy drinks consumption practices among student-athletes in Ghana : Lessons for developing health education intervention programmes. Journal of the International Society of Sports Nutrition, 9 (1), p. 9.
Craford, E. (2015, September 28). More Americans are reaching for green tea, consumer survey reveals. Food Navigator-USA.com. Retrieved from https://www.foodnavigatorusa. com/Article/2015/09/29/More-Americans-are-reaching-for-green-tea-consumersurveyreveals
Duffey, K. J., & Popkin, B. M. (2006). Adults with healthier dietary patterns have healthier beverage patterns. The Journal of Nutrition, 136 (11), 2901-2907.
Euromonitor International. (2018, May). Better for you beverages in India. Retrieved from http://www.euromonitor.com/better-for-you-beverages-in-india/report
Gebely, T. (2012). What is green tea ? American Specialty Tea Alliance. Retrieved from https://worldoftea.org/what-is-green-tea/
Haque, A., Ahmed, K., & Jahan, S. I. (2009). Advertising practices and promotion in the Islamic world under the Shariah observation : A case study on Bank Islam in Malaysia. Indian Journal of Marketing, 39 (5), 35-40.
Hawkes, C. (2010). Food packaging: The medium is the message. Public Health Nutrition, 13 (2), 297-299.
Hofferth, S., & Curtin, S. (2003, November). Food programs and obesity among U.S. children.
In Annual Meeting of the Association for Public Policy Analysis.
Hough, G., & Sánchez, R. (1998). Descriptive analysis and external preference mapping of powdered chocolate milk. Food Quality Preference, 9 (4), 197-204.
Indian consumer market likely to be world’s largest by 2030. (2013, March, 3). The Economic Times. Retrieved from https://economictimes.indiatimes.com/news/economy/indicators/indian-consumermarketlikely-to-be-worlds-largest-by 2030/articleshow/18774548.cms
JežoviÄová, K., TurÄÃnková, J., & Drexler, D. (2016). The influence of package attributes on consumer perception at the market with healthy food. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 64(6), 1919-1926. DOI : http://dx.doi.org/10.11118/actaun201664061919
Johnson, B. (2002). Has the energy drinks market lost its fizz ? Marketing Week, 29, 18-19.
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39, 31-36.
Kaka, N., & Kshirsagar, A. (2016, September). India’s economy : Why the time for growth is now. McKinsey Global Institute. Retrieved from https://www.mckinsey.com/featuredinsights/ india/indias-economy-why-the-time-for-growth-is-now
Kumar, A. (2010). Brand preferences and customer satisfaction towards health drinks – A study in Coimbatore city (Thesis). Bharathiar University, Bharathiar, Tamil Nadu.
Lee, K. H., Bonn, M. A., & Cho, M. (2018). Green tea quality attributes: A cross-cultural study of consumer perceptions using importance-performance analysis (IPA). Journal of Foodservice Business Research, 21(2), 218-237.
Majumdar, R. (2007). Product management in India (3rd ed., pp.242-244). Delhi : PHI Learning Private Limited.
Motwani, D., & Agarwal, K. (2012). Customers' behavior in health food drink product category. Retrieved from https://ssrn.com/abstract=2433359
Mukherjee, P. K., Venkatesh, M., & Gantait, A. (2010). Ayurveda in modern medicine: Development and modification of bioactivity. In L. Mander & H.-W. Lui (eds.), Comprehensive natural products II (Vol. 3, pp. 479-507). Oxford : Elsevier Science.
Pappachan, M. J. (2011). Increasing prevalence of lifestyle diseases: High time for action.Indian Journal of Medicinal Research, 134(2), 143-145.
Prakash, C. (2011). Consumer preference to health drinks in Tiruvarur town. Asian Journal of Management Research, 2(1), 420-427.
PwC. (2017, September). Retail and consumer quarterly newsletter (Q1 FY 2018). Retrieved from https://www.pwc.in/assets/pdfs/industries/retail-and-consumer/newsletters/retailandconsumer-quarterly-newsletter-q1-fy-2018.pdf
Rukmini, S. (2013, July,18 ). Lifestyle diseases more common among poor than rich in India.
The Hindu. Retrieved from http://www.thehindu.com/scitech/health/lifestylediseasesmorecommon-among-poor-than-rich-in-india/article4924978.ece
Sekar, P., & Thangavel, S. (2016). A study on consumer’s perception and buying pattern towards health drinks with special reference to rural areas of Coimbatore district. International Journal of Applied Research, 2 (4), 187-191.
Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions : An exploratory study of the impact of involvement and time pressure. British Food Journal, 106 (8), 607-628.
Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: A conjoint analysis approach. European Journal of Marketing, 41 (11/12), 1495-1517.
Sloan, A. E. (2003). What, when, and where Americans eat. Food Technology, 57 (8), 48-66.
Srivastava, N., & Ghufran, A. (2013). Analysis of nutritional information disclosure on labels of milk based malted health drinks in India. Integral Review-A Journal of Management, 6 (1), 61-69.
Strailey, J. (2014, February 27). Juicy culture. Progressive Grocer. Retrieved from https://progressivegrocer.com/juicy-culture
Tamilselvi, J., & Kirubaharan, M. (2011). A study on consumer preference towards health food drinks in Trichy city. Cauvery Research Journal, 4 (1-2), 6-13.
Thangaraj, B., Prakash, M., & Nandhini, S. (2014). A study on consumer satisfaction towards health drinks with special reference to Coimbatore City. Global Journal for Research Analysis, 3 (1), 11-13.
Wells, A. (2000). Drinks for young children: The dental and nutritional benefits of milk. Nutrition and Food Science, 30 (2), 76-80.
Yanes, M., Durán, L., & Costell, E. (2002). Rheological and optical properties of commercial chocolate milk beverages. Journal of Food Engineering, 51 (3), 229-234.
