Analysis of Consumer Preference towards Packaged Fruit Juices
The growing consumers’ interest in healthful drinks raised the demand for fruit juices in the market which leads opportunities to the fruit juice industries. Brand is an important aspect of selecting a product from a varied number of options and thus has a vital role for success of a product in the market. With a view to compete and stand in the market as supplement of fruits, fruit juice brands such as Tropicana and Real have emerged into the market with a variety of packaged fruit juices. In this study, a semi-structured questionnaire was provided to 60 consumers of Barak Valley, the southern region of Assam. The study analyses brand preference of fruit juice consumers of Barak Valley with respect to various products in an analytical manner.
Keywords - Brand, Fruit juice, Brand Preference, healthy drinks