Study of Customer’s Preference towards Carbonated/ Non-Carbonated Beverages in India

Astha Sharma *

Narsee Monjee Institute of Management Studies, Maharashtra, India.

Bhumika Shinde

Narsee Monjee Institute of Management Studies, Maharashtra, India.

*Author to whom correspondence should be addressed.


Abstract

Aims: The research paper aims to understand the trends in consumer beverage consumption, explicitly examining the shift towards healthier options such as juices and smoothies. The study seeks to understand the level of health consciousness among consumers and whether it impacts their choice of beverage.

Study Design: A survey was conducted with a sample size of 313 respondents across different age groups and demographics. Research design was conclusive and non -probability convenience sampling was used to collect data from different states of India.

Methodology: The descriptive study was conducted by interviewing 313 respondents from India, mainly from cities like - Pune, Mumbai,  Dhule, Delhi, Surat, Nashik, Jaipur, and Indore. The method adopted for conducting this survey was a structured questionnaire. Nonprobability convenience sampling was used to gather information from respondents. Excel and SPSS was used to perform  further analysis.

Results:  66.9% of respondents belonged to the age category of 20-30 years. 21.5% were below 20 years, and the rest, 11.6% of respondents, were from 30-40 years. It was found that 33.7% of the respondents prefer carbonated drinks, while high majority of 80.4% prefer non-carbonated drinks. Few respondents enjoy both types of beverages.

Conclusion: It was found that there is a huge shift towards health-consciousness among people these days, involving high preference for non-carbonated drinks such as juices and smoothies. Some significant factors that influence consumers' preference towards healthy beverages are home delivery, good packaging, and product customization.

Keywords: Beverages, health consciousness, consumption, nutrition, carbonated, non carbonated


How to Cite

Sharma, A., & Shinde, B. (2023). Study of Customer’s Preference towards Carbonated/ Non-Carbonated Beverages in India. Asian Research Journal of Arts & Social Sciences, 19(4), 26–32. https://doi.org/10.9734/arjass/2023/v19i4435

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