Factors influencing consumers’ purchase of fruit beverages

In India fruit drink consumption has been increasing day by day. It is growing at the rate of 12 per cent per annum. This study aims to define the preference factors and satisfaction of consumer towards branded fruit drinks in Coimbatore city of Tamil Nadu. The primary data were collected from 30 urban sample respondents through wellstructured, pre-tested interview schedule. Factor and percentage analyses have been employed to analyse the data. Majority of consumers belonged to the age class of less than 25 years and were males and graduates. Majority of them (36.67%) had family income of less than Rs 20, 000. The promotional and quality factors which highly influenced the urban consumers were advertisement, brand ambassador, thickness, aroma, friends and attractive packing with rotated component matrix.906,.870,.803,.704,.668 and.645 respectively.