期刊名称：International Journal of Management and Business Studies
印刷版ISSN：2231-2463
电子版ISSN：2230-9519
出版年度：2013
卷号：3
期号：2-2
出版社：Cosmic Journals
摘要：The juice market in India is witnessing a plethora of activity. With the focus on a healthy diet, there has been an increase in demand for fresh fruit juices. According to data by Euro monitor, the soft drinks category in India shows trade volumes grow at a CAGR of around 18.04 percent from 2007 onwards to reach around 9.98 billion litres by 2013. In terms of market shares, Dabur's Real and Pepsi's Tropicana dominate the 100 percent juice category with market shares of 48.3 percent and 42.8 percent respectively (Euro monitor).The appearance plays an important role in influencing consumer perception and subsequent acceptance of the product. These trends are showing that there will be a healthy competition in juice market in India. Hence apart from the marketing strategies like targeting, distribution, segmenting and packaging, it is imperative to analyse the demand by finding the consumer perception towards Minute Maid Pulpy Orange and the level of acceptance for the product. The primary objective of the study is to find out whether Minute Maid Pulpy Orange is recognized in the districts of Puducherry. The research design employed for the present study is confined to Pudu cherry as it enjoys the mini mum area with moderate population. A sample of 400 people was selected at random in a span of 45 days across cities in Pu ducherry. An open ended questionnaire was admitted to the samples to record the opinion of people and their perceptions towards the product. The likes an d dislikes of t he product were recorded again st the socio economic characters like age, gend er, price and preference of taste and flavour. The analysis from the study concludes that Price was the major hindrance for consumers in Puducherry, who were willing to increase their frequency. Also it is understood that the advertisement should be more focused toward s differentiating qualities like pulp, health conscious and taste. The present study elaborates the consumer perception towards Minute Maid Pulpy Orange and concludes that quality and safety are central issues in today's food economics
