Consumer preference on branded fruit drinks at BoP market: An empirical analysis

In India fruit drink consumption has been increasing day by day and the production is accounted for about 9 MT every year. It is growing at the rate of 12 per cent per annum. This study aims at analysing the factors influencing buying behaviour of branded fruit drinks (BFDs). The primary data were collected from 30 rural bottom of pyramid (BoP) sample respondents through well-structured and pre-tested interview schedule in Coimbatore district of Tamil Nadu. Most of the sample respondents were above 30 years of age (43.33%) and males (86.67%). For majority of the respondents the distance of the source of BFDs was 2–3 km from their home (36.67%), consumed BFDs once a week (50.00%), quantity consumed per take was 500 ml (30.00%), visited small grocery shops for taking BFDs (43.33%) and Brand A was the attraction of advertisement (50.00%). The store loyalty (0.0885) was the most preferred under loyalty whereas offers given by the company (0.733) under offer factor. Most influencing factor in food quality was quality/value for money (0.798) and under promotion, packing size (0.900) was the main factor. Friends (0.786), sales promotion (0.677), additional benefits (0.873) and price (0.884) factors were more important among availability, need, awareness and value for money factors respectively.