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论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-07-16编辑:felicia点击率:22584
论文字数:10264论文编号:org201407151339137518语种:英语 English地区:中国价格:免费论文
关键词:代乳食品麦芽饮料malt-based drinks marketretail volume salesmilk substitutes
摘要:健康食品饮料分为白色饮料和褐色饮料。印度南部和东部为这些饮料销售提供了广阔的市场,白色饮料占市场份额近三分之二。本文以印度食品饮料销售业的发展特点和发展现状出发,分析食品饮料安全的重要性,探索加强食品健康管理的意义所在。
* Cluster 2: All the members in this cluster are less than the age of 32 yrs, with the majority being less than 20 yrs. Around 90% of the members were either single or couple thus suggesting that the members were either students, or bachelor/newly-married young working professionals. The cluster size is 30 respondents.
* As the consumption in cluster 2 would be lower than the large families comprising kids & older persons because of less health concerns and preference for alternative beverages, the price sensitivity of cluster 2 would be low while cluster 1 is concerned about economy.
(For output of cluster analysis, refer to Exhibit 9).
Thus, cluster 1 could be termed as ‘value-seekers' while cluster 2 could be termed as ‘quality-seekers'.
Different Brands on Product Attributes
Five major selling brands were tested on the various product attributes mentioned. The brands included in the test were:
f) Boost
g) Bournvita
h) Complan
i) Horlicks
j) Milo
The respondents were asked to score each of the brands on the various product attributes on a scale of 1 - 5. T-test was conducted on the various product attributes for different brands. The results have been shown in Exhibit 11.
The number of respondents who were consuming the various brands is as shown in the pie chart. As we can observe from the graph, Bournvita is found to be the leading brand closely followed by Horlicks, while the other brands do not have a large taking from our survey.
The results of the various brands on different attributes are as follows:
a) Nourishment: Horlicks scores well above all the brands as far as the nourishment attribute of the product is concerned. The second brand surprisingly turns out to be Complan above Bournvita although there are not many takers for the brand in our survey.
b) Colour: The two brands with highest main scores are again Bournvita and Horlicks. This means that the dark brown shining colour of Bournvita is the most liked.
c) Palatability: Bournvita scores much higher than others going with the traditions of Cadburys tradition of taste. The second brand is Horlicks.
d) Economy: Bournvita scores the highest on the economy aspect closely followed by Horlicks. This means that the price being offered for the product is perceived as being competitive in the health food drink market.
e) Shelf presence: The mean score of this aspect of Horlicks is the best followed by Bournvita. This has to do with the distribution of the brands which appears to be the best for Horlicks
f) Packaging: Horlicks and Bournvita score again above the rest of them on the packaging aspect perception. This may be due to the range of SKU's available and also with the different types of packaging containers
g) Brand Image: The mean score for brand image is the highest for Bournvita followed by Horlicks. This means the advertising and image associati本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。