International Journal of Applied Research
Vol. 2, Issue 4, Part C (2016)
A study on consumer’s perception and buying pattern towards health drinks with special reference to rural areas of Coimbatore district
Dr. P Sekar, S Thangavel
This research is mainly dealt with the mindset of the consumers buying health drinks. This research also focuses on the changing preference of the customers because in today’s time, there are much more options in choosing the health drinks according to the consumers taste. In order to increase the customer’s satisfaction, marketers have developed various marketing programs derived Consumer behaviourable changes make “Yesterday’s luxuries are today’s necessaries”. The present study attempts to know the buyer behavior of health drink users. Seven brands of health drinks are available in the study area. Horlicks, Complan, Bournvita, Boost, Maltova, Viva and Milo. This study would bring to light which brand of health drink is mostly preferred by the consumers and why they choose a particular health drink. Questionnaires were designed and distributed to the consumers for the collection of primary data. The total sample size is 200 in total. From the Primary Data, the Percentage Analysis, Ranking Analysis and Chi-Square Test were derived.
How to cite this article:
Dr. P Sekar, S Thangavel. A study on consumer’s perception and buying pattern towards health drinks with special reference to rural areas of Coimbatore district. International Journal of Applied Research. 2016; 2(4): 187-191.