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es. This has important implications, indicating that not only price, but also sensory quality of health drink must be considered in order to maintain repeated purchases by most consumers.

It is widely accepted that consumer acceptance of drinks is mainly determined by their sensory perception, while choice is strongly influenced by the perceived value for money. Ethical factors are important in some cases, but they may be overstated. Although comparisons between organic and conventional drinks have been reported for a range of attributes, measures of the quality of health drinks as perceived by consumers using objective sensory evaluation methods, or the relevance of any preconceptions in perception have not been studied. This study aimed to investigate the relationship of objective quality measurements including sensory attributes and consumer perception of organically and conventionally produced health drink products.

About two thirds of the consumers that participated in the survey believed that health drink is good for the environment, and 55% thought that it is healthier. However there was some confusion relating to the use of pesticides and chemicals in that. Few consumers' distinguished health drinks by appearance or taste. Buyers of health drinks were more likely to indicate that the appearance and taste are better, but environmental protection was still the dominant perceived benefit. Buyers who believe that health drink is better also think that it is expensive (p<0.05). In this study, 80% of the consumers perceived health drinks to be too expensive (49% were non-buyers and 31% buyers)

II. Approach to the problem

Objective or theoretical framework

The objective of this research is to identify the factors that influence a person into making a decision to buy a certain brand of malt-based health drink.

As mentioned in the Literature Review, according to industry analysts, this category has grown only on promotions and for now, except for promotions, nothing seems to be working. Therefore, ideally, this research should be able to bring to the fore, certain other factors that could lead to a growth of this segment.

At the very least, the research should corroborate the existing assumptions regarding the influencing factors. It should be in a position to verify that the steps various players are taking to stimulate volumes are in the right direction, and would eventually lead to an increase in market share.

Research Questions

I. What are the different “Customer Segments” depending upon the preferences?

II. What is the perception of people towards the leading brands of Health Food Drinks?

III. What are different factors that influence the customer when He/She buys a Health Food Drink?

IV. Who are the major Influencers in the purchase decision of Health Food Drinks?

Identification of information needed

After fixing the objective, we started an extensive reading on the topic. The very first question we needed to clear in our mind was: “What does Health Food Drinks mean?” 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。