A study on health drinks buying and consuming practices of consumers

Good health is the most important thing in the life of every human being. Because, it is taught in Indian culture that “Health is Wealth” and “Health is man's precious possession”. Health influences all the individual's activities and shapes his or her destiny. Health is a key to education, success, good citizenship and happy life. Without good health an individual cannot perform efficiently. A healthy individual is like a pillar of a society. The health of an individual by keeping himself free from disease helps in stopping the spread of disease in one's own community and the society at large. Today there are number of malted food products are available in different brands of health beverages in India. Health drinks products are prominently sold in retail stores and super markets. The choice of selecting a product or brand is very difficult to the consumers. Thus, consumers take utmost care in selecting a particular brand of health drink product. In short, Indian consumers are showing a strong interest in new and good quality of health drink products. Consumers’ preference towards brands also varies with their sex, income, age and other characteristics.