Marketing Research Proposal Sample

Introduction: Indian fruit juice market is an unorganized and newly developing market. Only recently this sector is getting more organized and attracting more players in the market. Though the unorganized corner shop vendors dominate this market, Indian consumers are moving towards branded fruit juice because of their improvement in health consciousness. Indian fruit juice market is having a net-worth of 275 crores as of now and increasing at a rate of 35% to 40% per year. This study was conducted to identify the existing market structure, industry trends, existing players and their status in the market, growth possibilities and consumer behavior of existing fruit juice consumers. The study was conducted to understand the total market intelligence so that it can guide any new entrant in this sector in Indian market would get befitted. The study includes both primary and secondary research. Primary research was conducted across India. Primary research involves collecting information from both consumers and retailers so as to get better understanding about the market. This research report can serve as a guide for any new entrant who wants to enter in this fruit juice market in India. The report can also serve as a basic industry information resource. (https://www. reportbuyer. com/food_drink/country_overviews_food/indian_fruit_juice_market. html) Problem statement: Which factors influence the consumer purchasing decision for fruit drinks. Objective To determine the product attributes influencing purchase decision of fruit drink brands. * To determine the reasons for consuming various fruit drink brands. * To determine the most preferred SKU(quantity) in fruit drink category. * To determine the most preferred channel in the fruit drink category. * To determine most preferred fruit drink SCOPE * Study will be carried across different areas of Ahmedabad city. * People of different age groups will be considered in the Study. * Study is concentrated on Carbonated and Non-Carbonated fruit drinks. RESEARCH METHODOLOGY: Research Design: The research design to be used in our study would be exploratory research. The exploratory research would be done with the help of questionnaire so as to obtain relevant and important data. It is very important in our study and will help to achieve the required results. Data collection sources and the methods for collecting the data: a) Secondary data: * Secondary data will be collected from Internet, Periodicals, Magazines, Newspaper and the official websites of prominent retail players in India. ) Primary data: * Customers would be interviewed at different places such as Malls, supermarkets, college campuses, public places etc. * structured questionnaire will be administered to the respondents. Sample Design: a) Population – People residing in the city of Ahmedabad. b) Sample Unit – Consumers of fruit drinks. c) Sampling Method – Quota Sampling d) Sample Size – 500 Significance of the study * This report aims to generate information on various factors influencing consumer decision while purchasing a fruit drink. Companies can utilise this information for identifying the awareness levels of their respective brands in the fruit drink category. * Companies can also utilise 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. Schema map of the Samples Quotas will be formed on the basis of age group and geographics. On the basis of Age groupNo. of samples 06-11100 12-19100 20-34100 35 -49100 50+100

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