A STUDY ON BRAND PREFERENCE OF HEALTH DRINKS WITH SPECIAL REFERENCE TO COIMBATORE CITY

Nithya mani, Dr. Thirumagal vijaya

Abstract


Marketing research is essential to get the correct information about the consumers’ needs and their changing preferences. The evaluation of the Consumer Behaviour, attitude, perception and satisfaction level has been the subject of the market research very frequently. Health Drinks indeed are essential for every individual. The quantity of intake may vary according to the age, occupation, income level, size of the family, but everyone accepts that in order to cope up with the energy demands of the day-to-day life,  and to defend oneself from the polluted  environment, one should definitely consume any health drink supplementary to the food intake. Preferences get converted into a habit which is hard to change. It is evidenced from the study that certain health drinks are being consumed through generations that the customers develop a high degree of brand loyalty towards that brand.

 

Keywords: Consumer, Health drink, Brand.


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ISSN : 2251-1547