The promotion of health drinks and its impact on consumer brand preference; a special reference of Marathwada region of Maharashtra state

The explosion of various brands of health drinks in the country has led to aggressive competition for major market share being observed among the machinist in the food drink industry. When rivalry is intense and the consumers are faced with brand preference in the market, it becomes essential for the manufacturers to comprehend the major aspects that can attract the attention of buyers to his own brand. These then form the foundation for marketing and action. This study, which was based on a survey of 315 randomly selected consumers of food drinks in Nanded, Parbhani and Jalna, districts of Marathwada region of Maharashtra state, examined the role played by advertisement in persuading consumer's preference for Bournvita, which is one of the foremost food drinks in the Food and Beverage industry. The objective of the study was to analyze the impact of advertisement of food drinks on consumer behavior. Results revealed that both male and female of different age groups were equally influenced by advertising in their preference for the brand. 38.73% of the consumers’ demonstrated fondness for Bournvita out of a variety of brands of the food drink studied. The foremost motives advanced for the preference are its appealing advertising (42.62%) and rich quality (40.16%). TV advertising was most preferred by 71.43% of the respondents of all the media used in advertising Bournvita. The need for high predilection to advertising is therefore tinted for companies that want to not only keep hold of their market but take positive steps to augment their market share. Study is useful to the corporate professional, advertisers,’ distributors and consumers.