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ttributes might have similar effect on the consumer preference. Therefore we conduct a factor analysis to find out the factors to which one or more of the above variables belong.

Q9 asks the respondents to rate the Sources of Information influencing the Purchase Decision. The following sources were considered:

a) Advertisement

b) Children

c) Doctor

d) Family

e) Past experience

f) Retailer

g) Word of mouth

The respondents were asked to rank the factors in order of importance.

Q10 ask the respondents to score each of the brands on the various product attributes on a scale of 1 - 5.

Five major selling brands were tested on the various product attributes mentioned. The brands included in the test were:

a) Boost

b) Bournvita

c) Complan

d) Horlicks

e) Milo

Q11 and Q12 are used to determine the brand loyalty of the respondent towards the health drink, thus asking the switching pattern of the users.

Q13 in the Questionnaire attempts to find the Brand Personality by asking customers the perceived traits of each of the leading brands of health drinks available in the market today. It is very important to realize that these are not the attributes that the drink claims to possess, via its advertisements and other promotional activities. For e.g. Boost in it's campaign claims that “Boost is the secret of my energy”, but rather the attributes the customer feels that the drink possesses. 

Therefore, if respondents identify spiritedness with Boost it would imply that Boost is successful in its Marketing strategy. The responses to this question would also be important to other players in this segment, as they would realize that their promotions are not being effective and hence this would encourage them to redirect their marketing efforts. Apart from spiritedness, the other important traits have been identified as Modesty, Honesty, Cheerfulness, Boldness, Spiritedness, Reliability, Sophistication, Toughness, and Ruggedness.

5.2 Methodology

Questionnaire Checking/Editing: The questionnaire is checked for completion and interviewing quality. Editing is the review of the questionnaire with the objective of increasing accuracy and precision.

Collation of Data: The data is collated in the excel sheet and prepared for statistical analysis. An SPSS view of the data was also taken for further analysis.

Choice of Statistical Analysis Techniques:

T-statistic: A t-test was conducted on the results of the survey in order to compare the means of the ranks for the factors or sources of information to find out the most important influencing the purchasing decision. T-test was also conducted on the various product attributes for different brands.

Anova: It is carried to study the variance of the factors or product attributes that influence the most among the various demographic groups by conducting the one way Anova test on the scores of these 8 factors.

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