Name – Manish Asnani Roll no – 02 MMM 2nd Year Project - Consumer buying behavior towards Rooh afza

Short Interesting beginning It is not a cola and it is not endorsed by Shah Rukh Khan. It also lacks ready-to-drink convenience. Forty

years older than independent India, it is still going strong. Rooh Afza, the scarlet-hued refresher, was

founded by a drug maker called Abdul Majeed in Old Delhi in 1907. This classic summer sharbat has

survived Partition, the license raj, economic reforms, carbonated drinks and tetra-pack juices.

Consumer perception towards Rooh afza

Print Ads from 1950 till 2013

Perception - Since 1907, Rooh afza has perceived its brand as one of the summer refreshing

drink (sharbat) in the minds of the consumers. Since Launch, brand has maintained its core

values of using natural ingredients in the concentrated syrup.

The absence of artificial flavors, fat and cholesterol in the drink have become its USP in media

campaigns. Promoted as “the healthy alternative”, the print ads of the sharbat with “natural cooling herbs”

ask us to “enjoy it without any fear”. “Consumers’ consciousness towards natural products is increasing

and there are rising concerns about artificial preservatives in food products.

Consumer perception towards rooh afza is very high during summer season. If a consumer drinks any

other red sharbat, people still perceive as its rooh afza sharbat.

Personality – Since its launch, Consumer perceived rooh afza personality as a refresher, natural,

enjoyable & cool. It’s also been observed that in all print ads, roof afza has shown its bottle with same

size, shape & print of colors and fonts which consumer perceive as its constant taste in concentrated

syrup.

Exhibit 1 – Housewife (juhi chawla) looking her husband and kids tired, take the rooh afza bottle and

plays with bottle with background music of roohafza, pours the rooh afza syrup in milk, icecream and

water and serves to family and ending the commercial with “freshness ka naya sang” -

https://www.youtube.com/watch?v=TguFPa4daJU .

Thus it can be observe that consumer has perceived rooh afza as summer refreshing drink from last 100

years.