Pre Purchase Behaviour of Maaza

8/12/2019 Pre Purchase Behaviour of Maaza

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SECTION 1

APOORV SAXENA DM15109HARSH KETUMAN PANDYA DM15119MALHAR DIVYANG LAKDAWALA DM15129RASHMI RAM MANOHAR DM15139SEJAL MANGAL DM15149


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INTRODUCTION

Mango is the king of fruits. It is one of the most popular fruits in our country. Generally when people want toselect a flavor in fruit juices they choose mango as flavor. Nowadays the preferences of people are shiftingtowards healthier choices. This is creating issues for cola drink marketers. People generally tend to believe thatfruit juices have nutritional value, they are healthy. Colas are generally associated with high calorie levels,

being bad for health, containing artificial flavors.

India is known as a country crazy behind cricket, music, movies and mangoes. Maaza a product marketed byCoca-cola has captured this craze for mangoes in our country very well. Its message Maaza Lao Aam Ki Pyaas

bhujhao has attracted the attention of many. All their advertisements portray people being crazy for mangos.Their wish for having mangos all year round is fulfilled by Maaza which gives mangos in the form of juice.Maaza to quite some extent has been successful in becoming synonymous with mango. It focuses on providingauthentic mango experience for its consumers.

The total size of non-carbonated, packaged fruit drinks in India is estimated around Rs 2, 500 crore, whichincludes fruit drinks (below 20 per cent fruit pulp), nectars (between 25-85 per cent fruit pulp) and juices (above85 per cent fruit pulp). Mango flavored drinks poses the highest share within the packaged fruit drinkscategory1. 1

As per independent industry estimates in the juice segment, Maaza has a chunky market share of 37%, followed by Slice at 22% and Frooti at 13%. 2 Thus we can see that Maaza is the undisputed market leader. Let us look atMaazas two major competitors froot i and slice. Frooti is still considered as a kids drink. It has tried to re -

position its product as a drink for all ages but it hasnt been very successful. On the hand if you see Slice it isgenerally considered as a drink for elders. Maaza focuses on providing genuine mango juice experience hence itcaptures both the market for children and elders equally well.

OBJECTIVE OF OUR SURVEY

We have conducted this survey to understand the pre-purchase consumer behavior. In total we have interviewed

26 people. Through this survey we are trying to understand the factors that consumers consider when they buyMaaza. Our questionnaire contains close ended questions. Also in our sample we have tried to include people ofall ages to get a better view.


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Following is our questionnaire which we have used for our survey

This questionnaire is part of a marketing project being conducted by us (students of Great Lakes InstituteManagement of Studies) on Maaza fruit juice. Kindly tick your responses.

Name (not mandatory)

Age

o Under 15

o 15-20

o 20-30

o 30-40

o 40 and above

Gender

o Male

o Female

What is your Occupation?o Student

o Self employed

o Working

o Homemaker

o Others

Do you consume fruit juices?

o Yes

o No

Kindly rate the following brands of mango fruit juices on a scale of 1 to 5 (1 being best and 5 being poor)

Brands 1 2 3 4 5MaazaS ceFrootTrop canaRea

How do you know about Maaza?

o

Familyo Friends

o TV Commercials

o Radio

o Internet

o Newspaper/Magazine Advertisements

o Others


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Rate Maaza on the below mentioned factors on a scale of 1 to 5 (5 being the highest and 1 being thelowest)

Qualities 1 2 3 4 5TasteF avourPac ag ngA vert sementVa ue or moneyIs Maaza a health drink?

o Strongly agreeo Agree

o Neutral

o Disagree

o Strongly Disagree

Are of the belief that Maaza is made from real mangoes?

o Yes

o No

o Cannot Say

Do you believe that the Maaza advertisements have influenced your decision to consume it?

o Yes

o No

What kind of packaging do you prefer Maaza to be in?

o Glass

o Tetra Pack

o

Pet bottleo Doesnt matter

How often do you consume Maaza?

o Daily

o Once a week

o Occasionally

Is Maaza easily available?

o Yes

o No

How satisfied are you with Maaza?

o Extremely Satisfied

o Satisfied

o Neutral

o Dissatisfied

o Extremely Dissatisfied


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ANALYSIS

Age

o Under 15

o 15-20

o 20-30

o 30-40

o 40 and above

In %

We have tried to cover all types of age groups in our survey. We noticed that the children who are under the ageof 15 years were excited to answer all the questions. They were more aware about the product and informationrelated to it compared to the people were above 40.

Gender

o Male

o Female

In %

We have tried to represent both males and females in our sample to get a better understanding.

11.5

19.2

34.6

19.2

15.4

Age

Under 15 15 to 20 20 to 30 30 to 40 40 and above

65.4

34.6

Gender

Male

Female


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What is your occupation?

o Student

o Self employed

o Working

o Homemaker

o Others

Do you consume fruit juices?

o Yeso No

Almost everyone whom we surveyed consume fruit juices. Nowadays a lot of people are being healthconscious. They believe that consuming juices is good for health. Only 1 person in our survey has couldntanswer this question.

Frequency Percent Valid Percent Cumulative Percent

Valid

Yes 22 84.6 88.0 88.0

No 3 11.5 12.0 100.0

Total 25 96.2 100.0

Missing 99.00 1 3.8

Total 26 100.0

38.5

26.9

19.2

7.77.7

Occupation

Student

Self employed

Working

Homemaker

Others

84.6

11.5

Consumption of fruit juices

Yes

No


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How do you know about Maaza?


o Satisfied

o Neutral

o Dissatisfied


In %

As we can see that maximum people are aware about Maaza through TV commercials. Maaza sends themessage of true mango experience even in mango off season. On surveying these people we realized that a lotof people confuse the Slice advertisement for Maaza. When we mention Maaza they relate it to the Sliceadvertisement. Thus Maaza benefits from its own advertisements and also Slices advertisements.

Frequency Percent Valid Percent CumulativePercent

Valid

Family 1 3.8 3.8 3.8

Friends 1 3.8 3.8 7.7

TV Commercials 19 73.1 73.1 80.8

Newspaper/Magazine Ad 1 3.8 3.8 84.6

Others 4 15.4 15.4 100.0

Total 26 100.0 100.0

Are of the belief that Maaza is made from real mangoes?

o Yes

o No

o Cannot Say

In %

3% 4%

70%

4%

4% 15%

Sources of Information

Family

Friends

TV Commercials

Radio

Internet

Newspaper/Magazine

Others


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A lot of people are of the belief that Maaza is made from real mangoes. There were a few children who believedthat maaza is flavored with artificial color.

Belief

Frequency Percent Valid Percent Cumulative

Percent

Valid

Yes 13 50.0 50.0 50.0

No 9 34.6 34.6 84.6

Can't Say 4 15.4 15.4 100.0

Total 26 100.0 100.0

Is Maaza a health drink?

o Strongly agreeo Agree

o Neutral

o Disagree

o Strongly Disagree

30.77

19.2323.07

19.23

7.69

Is Maaza a health drink

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

5034.6

15.4

Is Maaza made from real mangoes?

Yes

No

Can't say


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When we asked if maaza is a health drink 30% of the people strongly agreed. The children we asked were of the belief that maaza is not a health drink. Otherwise overall the perception of maaza is that it is healthy. Nowadays people are becoming more conscious of their health. They consider juices to be a healthy alternative comparedto cola drinks. Cola drinks are generally associated with being unhealthy, high on calories etc.

Health * Gender Crosstabulation

Count

Gender Total

Male Female

Health

Strongly Agree 5 3 8

Agree 3 2 5

Neutral 4 2 6

Disagree 3 2 5

Strongly Disagree 2 0 2

Total 17 9 26

Do you believe that the Maaza advertisements have influenced your decision to consume it?

o Yes

o NoIn %

When we asked this question a lot of people were confusing the Slice Katrina Kaif advertisement with Maaza.Hence Maaza has an advantage here. They are benefitting because of Slice. Also Maazas own advertisementsare very effective. They send the message of true mango experience in their advertisement. They promotemango experience in all seasons.

57.7

42.3

Influence of Maazaadvertisement on consumption

decision

Yes

No


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Influence_Ad


Percent

Valid

Yes 15 57.7 57.7 57.7

No 11 42.3 42.3 100.0

Total 26 100.0 100.0

What kind of packaging do you prefer Maaza to be in?

o Glass

o Tetra Pack

o Pet bottle

o Doesnt matter

A lot of people prefer Maaza to be in Tetra packs as it is convenient to hold the bottle. Also it becomes easy forthem to travel with it.

Package_Preference


Percent

Valid

Glass 2 7.7 7.7 7.7

Tetra Pack 7 26.9 26.9 34.6

Pet Bottle 16 61.5 61.5 96.2

Doesn't Matter 1 3.8 3.8 100.0

Total 26 100.0 100.0

7.7

26.9

61.5

3.8

Preference in packaging

Glass

Tetra Pack

Pet Bottle

Doesn't Matter


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How often do you consume Maaza?

o Daily

o Once a week

o Occasionally

When we asked people this question we saw that these people do not consume Maaza frequently. They consumeit occasionally i.e. not frequently.

Consumption_Pattern


Percent

Valid

Daily 3 11.5 12.5 12.5

Once a Week 7 26.9 29.2 41.7

Occasionally 14 53.8 58.3 100.0

Total 24 92.3 100.0

Missing 99.00 2 7.7

Total 26 100.0

Is Maaza easily available?

o Yes

o No

11.5

26.9

53.8

7.7

Consumption

Daily Once a week Occasionally Other


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The distribution strategy of Maaza is really good. Almost everyone agreed that Maaza was easily available.

Availability


Percent

Valid

Yes 24 92.3 92.3 92.3

No 2 7.7 7.7 100.0

Total 26 100.0 100.0

How satisfied are you with Maaza?


o Satisfied

o Neutral

o Dissatisfied


92.3

7.7

Availability

Yes

No

24%

36%

32%

8%

Satisfaction Level

Extremely Satisfied

Satisfied

Neutral

Dissatisfied


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Age * Taste Crosstabulation

Count

Taste Total

Lowest Neutral High Highest

Age

Under 15 0 0 1 1 2

15-20 0 0 0 4 4

20-30 1 2 4 2 9

30-40 0 0 0 3 3

40 and above 1 1 1 1 4

Total 2 3 6 11 22

From the Age-Taste cross-tabulation we have made, we can infer that out of 22 people who gave their views,11 people rated the taste of Mazza to the highest level whereas 6 people rated it to the high level. So we can saythat the general consensus regarding the taste of Mazza is positive.

Age * Flavour Crosstabulation

Count

Flavour Total

Low Neutral High Highest

Age

Under 15 0 0 2 0 2

15-20 0 0 2 2 4

20-30 0 3 4 2 9

30-40 0 1 1 1 3

40 and above 1 1 2 0 4

Total 1 5 11 5 22

Similarly from the Age-Flavour cross-tabulation, the general consensus tends positively towards Mazza with 16 people out of 22 rating its flavour in the high (11) and highest (5) category respectively. Just 1 person rated itsflavour in the low category


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Age * Packaging Crosstabulation

Count

Packaging Total

Lowest Low Neutral High Highest

Age

Under 15 0 0 0 0 2 2

15-20 0 0 1 1 2 4

20-30 1 1 4 2 1 9

30-40 0 1 0 2 0 3

40 and above 0 0 1 3 0 4

Total 1 2 6 8 5 22

From the Age-Packaging cross-tabulation, we can say that the packaging is an important factor as well in sellingMazza with 13 out of 22 people rating its importance in the high(8) and highest(5) category.3 people rated itsimportance in the low(2) and lowest(1) category.

Age * Advertisement Crosstabulation

Count

Advertisement Total


Age

Under 15 0 0 0 0 2 2

15-20 0 0 0 3 1 4

20-30 1 1 3 1 3 9

30-40 1 0 0 2 0 3

40 and above 0 1 0 0 3 4

Total 2 2 3 6 9 22

For the Age-Advertisement cross-tabulation that we made, 15 out of 22 people opined that the advertisementsinfluence their decision to buy Mazza. Here we can easily highlight the importance of marketing strategies fromthe companys point of view and how good marketing can influence the buying behaviour of the consumers.


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Age * Value_for_money Crosstabulation

Count

Value_for_money Total


Age

Under 15 0 0 2 0 2

15-20 1 1 0 2 4

20-30 2 2 4 1 9

30-40 0 0 3 0 3

40 and above 0 2 2 0 4

Total 3 5 11 3 22

In the Age-Value for money cross-tabulation, 15 people out of 22 have rated its value for money in the high &highest zone respectively which indicated that Mazza has a high utility value in the consumers mind.

Age * Awareness Crosstabulation

Count

Awareness Total

Family Friends TVCommercials

Newspaper/Magazine Ad

Others

Age

Under 15 0 0 3 0 0 3

15-20 0 0 5 0 0 5

20-30 1 0 5 1 2 9

30-40 0 0 4 0 1 5

40 and above 0 1 2 0 1 4

Total 1 1 19 1 4 26

In the Age-Awareness cross-tabulation, out of the 26 surveys that we conducted 73% i.e. 19 people haveasserted that TV commercials made them aware of Mazza as a brand.


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Age * Consumption_Pattern Crosstabulation

Count

Consumption_Pattern Total

Daily Once a Week Occasionally

Age

Under 15 0 0 2 2

15-20 2 2 1 5

20-30 0 2 7 9

30-40 1 2 1 4

40 and above 0 1 3 4

Total 3 7 14 24

From the Age-consumption cross-tabulation, we can conclude that only 12.5% of the people consume Mazza ona daily basis. And a large chunk of people i.e. 14 consume Mazza occasionally. This outlines a grave concern asin a very low consumption cycle which needs to be revamped to boost the sales. .


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Factor Analysis

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings

Total % ofVariance

Cumulative%

Total % ofVariance

Cumulative%

1 2.643 52.851 52.851 2.643 52.851 52.851

2 1.053 21.057 73.909 1.053 21.057 73.909

3 .755 15.102 89.011

4 .298 5.951 94.962

5 .252 5.038 100.000

Extraction Method: Principal Component Analysis.

Frequencies

Statistics

Taste Flavour Packaging Advertisement

Value_for_money

NValid 22 22 22 22 22

Missing 4 4 4 4 4

Mean 4.0909 3.9091 3.6364 3.8182 3.6364

Median 4.5000 4.0000 4.0000 4.0000 4.0000

Std. Deviation 1.23091 .81118 1.09307 1.33225 .90214

Standard Deviation for Taste Packaging and Advertisement is between 1 to 1.3 it means 95% of the sample setvaries in the that attributes.


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CHI-SQUARE TEST

Gender * Health Crosstabulation

Count

Health Total

StronglyAgree

Agree Neutral Disagree StronglyDisagree

GenderMale 5 3 4 3 2 17

Female 3 2 2 2 0 9

Total 8 5 6 5 2 26

Chi-Square Tests

Value df Asymp. Sig.(2-sided)

Pearson Chi-Square 1.221 a 4 .875

Likelihood Ratio 1.858 4 .762

Linear-by-LinearAssociation

.326 1 .568

N of Valid Cases 26

a. 9 cells (90.0%) have expected count less than 5. Theminimum expected count is .69.

From the above table we can interpret that minimum value is 0.69 but actual value calculated is 0.875 so there isno significant relationship between the two variables.


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Gender * Taste

Crosstab

Count

Taste Total

Lowest Neutral High Highest

GenderMale 2 2 3 7 14

Female 0 1 3 4 8

Total 2 3 6 11 22

Chi-Square Tests





.670 1 .413

N of Valid Cases 22



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From the above table we can interpret that minimum value is 0.73 but actual value calculated is 0.651 so there issignificant relationship between the two variables

Gender * Flavour

Crosstab

Count

Flavour Total


Gender

Male 1 4 7 2 14

Female 0 1 4 3 8

Total 1 5 11 5 22

Chi-Square Tests





2.220 1 .136

N of Valid Cases 22


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From the above table we can interpret that minimum value is 0.36 but actual value calculated is 0.502 sothere is no significant relationship between the two variables

Gender * Packaging

Crosstab

Count

Packaging Total



Female 0 1 1 4 2 8

Total 1 2 6 8 5 22

Chi-Square Tests

Value df Asymp. Sig.

(2-sided)




.599 1 .439

N of Valid Cases 22


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From the above table we can interpret that minimum value is 0.36 but actual value calculated is 0.661 so there isno significant relationship between the two variables

Gender * Advertisement

Crosstab

Count

Advertisement Total



Female 1 1 0 3 3 8

Total 2 2 3 6 9 22

Chi-Square Tests





.033 1 .856

N of Valid Cases 22


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From the above table we can interpret that minimum value is 0.73 but actual value calculated is 0.635 sothere is significant relationship between the two variables

Regression Analysis

Linear regression is used when we want to predict the value of a variable based on the value of another variable.

The variable we want to predict is called the dependent variable (or sometimes, the outcome variable). The

variable we are using to predict the other variable's value is called the independent variable (or sometimes, the

predictor variable).

For example, we could use linear regression to understand whether exam performance can be predicted based

on revision time; whether cigarette consumptions can be predicted based on smoking duration; and so forth. If

you have two or more independent variables, rather than just one, you need to use multiple regressions.

https://statistics.laerd.com/spss-tutorials/linear-regression-using-spss-statistics.php

Variables Entered/Removed a

Model Variables

Entered

Variables

Removed

Method

1 Awareness b . Enter

a. Dependent Variable: Influence_Ad

b. All requested variables entered.
https://statistics.laerd.com/spss-tutorials/multiple-regression-using-spss-statistics.phphttps://statistics.laerd.com/spss-tutorials/linear-regression-using-spss-statistics.phphttps://statistics.laerd.com/spss-tutorials/linear-regression-using-spss-statistics.phphttps://statistics.laerd.com/spss-tutorials/linear-regression-using-spss-statistics.phphttps://statistics.laerd.com/spss-tutorials/multiple-regression-using-spss-statistics.php


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In the model summary table, the values show the degree of correlation between the values. The table has the

values of R and R 2. The Value of R is 0.588, which represents a simple correlation. The value of R 2 shows up

to what extent the value of dependant variable Influence_Ad can be explained by independent variable

Awareness . The value of R 2 is 0.346 i.e. the Influence_Ad and Awareness are 34.6% dependable on each other.

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .588 a .346 .319 .41589

a. Predictors: (Constant), Awareness

The ANOVA table shows the statistical significance of the regression model which was applied. Here the value

of Sig. is 0.02, which is less than 0.05, indicates that the model can predict statistically significant output

variables.

ANOVA a

Model Sum of Squares df Mean Square F Sig.

1

Regression 2.195 1 2.195 12.690 .002 b

Residual 4.151 24 .173

Total 6.346 25


b. Predictors: (Constant), Awareness

The table below shows the value to predict. The following table shows the correlation between people seeing

TV Commercials and getting influenced to buy Maaza. We can see that Sig. Value is 0.002 which is less than

0.05. Thus it can be interpreted that the TV Commercials play a major role in influencing customers decision to

buy Maaza. By seeing the table we can formulate this equation.

Influence_Ad = 0.77 + 0.179(Awareness)

Coefficients a

Model Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

1(Constant) .774 .200 3.880 .001

Awareness .179 .050 .588 3.562 .002



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This table shows us that Maaza should continue doing their TV Commercials which have influenced theirdecision to buy the product.

One interesting thing to note over here is while taking the survey when asked about the advertisement peoplerecollected Katrina Kaifs Slice advertisemen t and connected it with Maaza. Thus Maaza needs to make itsadvertisement more eye catching or they can enjoy the current situation.

Reliability Analysis

Reliability Analysis is used to see how reliable the data is. It is an indicator to see if the data is reliable enoughto ascertain the output.

The Case Processing Summary shows the number of valid entries taken. This analysis shows that there are 22 Valid Entries and 4Invalid Entries. The 4 entries are excluded because the respondents do not drink any mango juice.

Case Processing Summary

N %

Cases

Valid 22 84.6

Excluded a 4 15.4

Total 26 100.0

a. Listwise deletion based on all variables in the

procedure.

The Reliability Analysis has been done through Cronbach's Alpha method. Cronbach Alphass valued is

between 1 and 0. The variables are more reliable if the value of Cronbach Alphass coefficient is closer to 1.

To interpret the output, you can follow the rule of Cronbach Alphass

> .9 (Excellent) > .8 (Good) > .7 (Acceptable > .6 (Questionable)

> .5(Poor) < .5 (Unacceptable)

We have analysed 5 independent variables viz. Taste, Flavour, Packaging, Advertisement and Value for Money.

The index shows the value of 0.755, which indicates that value, is acceptable enough to do the analysis.

http://kb.iu.edu/data/bctl.html

Reliability Statistics

Cronbach's

Alpha

N of Items

.755 5
http://kb.iu.edu/data/bctl.htmlhttp://kb.iu.edu/data/bctl.htmlhttp://kb.iu.edu/data/bctl.html


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MARKET SURVEY

According to our analysis, Maazas advertising campaign has not been able to capture peoplesattention. People perceive Katrina Kaifs Slice ad as Maazas ad, and purchase Maaza. Their purchasingdecision is influenced by Slices ad. Maaza can create more eye -catching ads eyes or they can sit and

enjoy the current scenario. Majority of people prefer having Maaza through pet bottle, rather than having it from glass or tetra pack.

They feel that the pet bottles are very handy and they need not worry for return of glass bottles or tetra pack leakages. Also they use the bottles for their daily affair as they like the bottles design.

Availability of Maaza is not an issue. Since it is Coca- Colas product, which has a very goodDistribution Channel, Maaza is being able to penetrate in the rural m arkets too. Products like ParlesFrooti are not easily available here, which gives an edge to Maaza since it has only 1 strong competitioni.e. is from Slice.

Majority of the People who are having Maaza are satisfied with the product, and they are quite loyal tothe product.

One interesting thing to note is that most of the people believe that Maaza is made from Real Mangoes,indicating that the advertisement campaigns run by Mango Juice manufacturers are having an impact onthe mass.

The majority people came to know about Maaza via TV Commercials. Majority of them consumeMaaza occasionally. So Maaza should broadcast commercials during festivals and occasions to attractthese people who buy occasionally.

Pre Purchase Behaviour of Maaza

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