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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:22624
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。
h) Promotional schemes: Bournvita scores the highest on this aspect. The other closely following brand Horlicks seems to be lagging on this aspect. Boost on the other hand scores high on this attribute.
Thus we can well say that the market leaders are the brands who are scoring high on all of the above attributes.
Though the above analysis reveals the relative performance of the brands on different parameters, ‘attribute-based Multi Dimensional Scaling (MDS)' would indicate the overall positioning of these brands. These results are discussed hereunder.
Attribute-Based MDS
The tool used for this analysis is MDSX. The analysis was performed on the overall samples as well as on the 2 segments individually so as to gauge the difference in their perceptions.
The MDS on overall sample suggests that
Brand
Positioning Attributes
Horlicks
Brand, Nourishment, Shelf-presence
Bournvita, Complan
Palatability, Shelf-presence
Milo, Boost
Promotion, Economy, Colour
While the analysis on ‘value-seekers' Cluster 1 suggests that
Concerns
Brand
Positioning Attributes
Strength
Economy, Value-for-money
Complan, Horlicks
Brand, Shelf-presence, Packaging, Nourishment
Weak
Bournvita
Palatability, Brand
Weak
Milo, Boost
Economy, Colour, Promotion
Strong
The above table summarizes the existing positioning in minds of ‘value-seekers' and also indicates the relative strength of brands on the basis of match between the segment concerns and the positioning attributes.
While the analysis on ‘quality-seekers' Cluster 2 suggests that
Concerns
Brand
Positioning Attributes
Strength
Quality, Little concern for economy
Horlicks
Brand, Nourishment
Somewhat Strong
Bournvita
Shelf-presence, Palatability
Somewhat Strong
Boost
Colour
Weak
Milo, Complan
Promotion
Weak
The above table summarizes the existing positioning in minds of ‘quality-seekers' and also indicates the relative strength of brands on the basis of match between the segment concerns and the positioning attributes. None of the brands is perceived to be better on ‘economy' and ‘packaging'.
Brand Loyalty Among Customers
The respondents in the survey were asked whether they switched brands often or stick to one brand. We observe from the pie chart given that a vast majority of people never switch brands of the health food drink. Only about 20 - 25 % people change brands sometimes.
Another question which was asked was that of the action when a retailer does not have a brand that the consumer wants. This again indicates that only about 20 - 25% of the customers actually buy another brand when the desired brand i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。