In a country of more than a billion populations, there exist hug market for fruit-based drinks. India is the largest producer of fruits in the world at 46 million tons. The organized fruit juice (100%) and nectar market in India in terms of volumes is 20 million liters and value is worth Rs 120 cr. The market is experiencing a healthy growth at the rate of 25% per annum, which is driven by the use of health consciousness among the consumers. The Indian fruit juice market is growing exponentially and is slated to reach almost Rs 500 cr by 2008. Hence this report gives an overview of up to what extent the packaged juices have positioned themselves. To understand the ultimate consumer behavior towards packaged fruit juice-“Consumer Perception of packaged fruit juices” involved a study on the consumer perception of packaged fruit juice, their brand preferences, recall, buying behavior and media consumption.
Consumer Perception, consumer behavior, buying behavior and media consumption, Opinion Leaders
