A STUDY ON CONSUMER AWARENESS ABOUT HEALTH HAZARDS IN CONSUMPTION OF SOFT DRINKS- IN DINDIGAL

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1 A STUDY ON CONSUMER AWARENESS ABOUT HEALTH HAZARDS IN CONSUMPTION OF SOFT DRINKS- IN DINDIGAL G.VIGNESH 1 M. KAVITHA 2 1 Research Guide & Head- PG Department of International Business, NGM College, Pollachi 2 Research Student, II MIB, NGM College, Pollachi ABSTRACT The beverages sector in India has undergone significant of soft drinks, started with analyzing the concept of a product with is soft drink some basic idea about our project. Soft drinks are part of beverage industry, and researcher has selected 200 respondents as a sample in a Coimbatore. Data have been collected from both the primary and secondary source. For the primary researcher has used questionnaire. Author has also formulated few hypothesis and chi square to find out the major findings. Finally researcher could able to found the reasons and consumer awareness about health hazards in consumption. INTRODUCTION Soft drinks are called soft in contrast to hard drinks (alcoholic beverages). Small amounts of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the total volume if the drink is to be considered non-alcoholic. Fruit juice, tea and other such non-alcoholic beverages are technically soft drinks by this definition but are not generally referred to as such. Over 1,500 U.S. patents were filled for a cork, cap, or lid for the carbonated drink bottle tops during the early days of the bottling industry. Carbonated drink bottles are under a lot of pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide or bubbles from escaping. In 1892, the Crown Cork Bottle Seal was patented by William Painter, a Baltimore machine shop operator. It was the first very successful method of keeping the bubbles in the bottle. Soft drinks appeared in the 17 th century as a mixture of water and lemon juice sweetened with honey. In 1676 the compagnie des limonadiers was formed in Paris and granted a monopoly for the sale of its product. REVIEW OF LITERATURE Dr. Zeeshan Amir & Asma Farooque done research about the Perception of Soft Drinks Its Impact on Youth Lifestyle and eating Habits (July 2009). The main objective of the study to find out whether ads promote undesirable and unethical values in youth in subliminal way which affects their lifestyle and eating habits. The find that have strong motivational and affective interface with youth as regards to their consumption pattern & style. The finally conclude that to the motives behind the soft drinks otherwise Indians will pay a very high cost for a low cost meal. Dr. Neeraj Gour done & Mr. Dhiraj Srivastava done research about the Assess the Prevalence of Soft Drinking and Its Determinants Among the School Going Children of Gwalior City (June 2010). The main objective of the study to find out the prevalence soft drinking consumption among the students and to assess the determinants of soft drink consumption among the students. Chi square test, association, mean, SD, are used as a tool in this study. The finally conclude that they are the future of any country so there should be effective intervention from both sides govt as well as parents to get rid of it at earliest icmrrjournal@gmail.com

2 Dr. D. Goutam done research about the Influence of Brand Ambassadors on Buying Behavior of Soft Drinks (Sep 2013). The main objective of the study to find out whether celebrity endorsement constitutes for brand recall and brand awareness. The tool used in this are T-test. The finally conclude that brand ambassadors or celebrity endorsement is the order of the day, and it depends on the company or a brand how effectively to use it and establish brand recall brand awareness. Dr. M. O. Naghiu done research about the Perception Towards Pepsi-Cola Soft Drinks (March 2012). The main objective of the study to find out the perception about the health issue regarding the investigated soft drinks. The finally conclude in the future is for more research on the perception, experience and attitude of persons regarding these two external competitor. Mrs. Arunee Nakmongkol done research about the Consumers Attitudes Behaviors Towards Carbonate Soft Drinks (June 2009). The main objective of the study to consumers attitudes towards carbonate soft drinks. The tool used in this are mean, standard deviation. The finally conclude it has been able to provide a set of recommendations to both carbonated soft drinks. Dr. Satnam Ubeja & Ranjana Patel done research about the Consumer Preference Towards Soft Drinks (March 2014). The main objective of the study to identify the factors affect on consumer preference towards carbonated and non-carbonated drinks. The tools used in this are ANOVA. The finally conclude that indore city in our sample was not very conscious about carbonated or non carbonated drinks, but gender wise they are also not conscious about any types of consumer preferences factors. SCOPE OF THE STUDY The scope of the study about is consumer awareness in health hazards in soft drinks. It confined with special reference to Coimbatore. The vital purpose of the study has been conducted to identify the consumer awareness about soft drink and evaluate their awareness and find out the factors in which it decides and analyze the satisfaction level of consumer awareness. OBJECTIVES OF THE STUDY To explore the personal profile of soft drink consumers. To find the customer awareness on health hazards in soft drinks.. RESEARCH METHODOLOGY The research objective of the project is to determine the demographic variables of the consumers awareness in soft drinks of different brands, to examine the customer awareness in soft drink about the satisfaction level of consumer awareness. It was a descriptive study. The statistical tools used are simple percentage and chi square weighted average. The primary data has been collected and analyzed. LIMITATION Time constraint. Results are purely based on primary data. The data is restricted to Coimbatore icmrrjournal@gmail.com

3 DATA ANALYSIS AND SIMPLE PERCENTAGE The following table (1) shows the classification of consumers based on their age. The age of the consumers has been classified into five categories. They are below 20 years, years, and years, years and above 51. TABLE 1 AGE AGE NO OF RESPONDENTS PERCENTAGE Below Above The above table infers that out 200 consumers, 36 (18%) consumers are in the age group of below 20 years, followed by 51 (25.5%) consumers in the age group of years of age, 42 (21%) consumers in the age group years of age, 28 (14%) consumers in the age group of years of age,43 (21.5%) consumers in the age group above 51 years of age. Maximum 51 (25.5%) consumers are in the age group of years. It shows that adults consume more soft drinks. The following table (2) shows the classification of consumers based on their gender. The classifications are male and female respectively. TABLE 2 GENDER GENDER NO OF RESPONDENTS PERCENTAGE Male Female INTERERETATION The above table infers that out 200 consumers, 95 (47.5%) consumers are in the male are, 105 (52.5%) consumers are in the female.the maximum 105 (52.5%) consumers are in the gender of female. It shows that maximum female consumer utilizes soft drinks. The following table (3) shows the classification of consumers based on their occupation. They are student, employee, employer, professional, business, and others. TABLE 3 OCCUPATIONS OCCUPATION NO OF RESPONDENTS PERCENTAGE Student Employee Employer Professional Business Others icmrrjournal@gmail.com

4 The above table infers that out 200 consumers, 35 (17.5%) consumers are student, 47 ( 23.5%) of the consumers are employee, 23 (11.5%)consumers are employer, 22 (11%) are consumers Professional, 50 (25%) consumers are own business, 23 (11.5%) consumers are others. The maximum 50 (25%) consumers are in the doing business. It infers that maximum business person utilize soft drinks. The following table (4.4) shows the classification of consumers based on their marital status. The classification is married, unmarried. TABLE 4 MARITAL STATUS MARITAL STATUS NO OF RESPONDENTS PERCENTAGE Married Unmarried The above table infers that out 200 consumers, 125 (62.5%) consumers are in the married, 75 (37.5%) of the consumers are in the unmarried.the maximum 125 (62.5%) consumers are in the marital status. It shows that maximum married consumers utilizes soft drinks. The following table (5) shows the classification of consumers based on their type of the family. The classification is a joint family, and nuclear family. TABLE 5 TYPE OF THE FAMILY TYPE OF THE FAMILY NO OF RESPONDENTS PERCENTAGE Joint Nuclear The above table infers that out 200 consumers, 85 (42.5%) of the consumers are joint, 115 (57.5%) consumers are nuclear.the maximum 115 (57.5%) consumers are in the of nuclear family. It shows that maximum nuclear families are utilizing soft drink. The following table (6) shows the classification of consumers based on their size of the family. The classification 3 members, 3-5 members, 5-7 members, and above 7members. TABLE 6 SIZE OF THE FAMILY SIZE OF THE FAMILY NO OF RESPONDENTS PERCENTAGE Below Above icmrrjournal@gmail.com

5 The above table infers that out 200 consumers, 33 (16.5%) consumers are below 3 members and, 80 (40%) consumers are in the 3-5, 25 (12.5%) consumers are in the 5-7members, 62 (31 %) consumer are above7 members. The maximum 80 (40%) consumer are in the size of the family of 4-5 members. It shows that maximum 3-5 members of the family utilizing soft drink. The following table (7) shows the classification of consumers based on their monthly income of the family. The classification are are below Rs.10000, Rs , Rs , Rs , above Rs TABLE 7 MONTHLY INCOMES MONTHLY INCOME NO OF RESPONDENTS PERCENTAGE Below Above The above table infers that out 200 consumers, 15 ( 7.5%) consumers belong to the income below Rs are, 44 (22%) consumers belong to the income Rs are, 40 (20%) consumers belong to the income Rs are, 39 (19.5%) consumers belong to the income Rs are, 62 (31%) consumers belong to income above Rs The maximum 62 (31%) consumers are in the monthly earn with above Rs It shows that maximum consumers earn above monthly income. The following table (8) shows the classification of consumers based on their place of residence. Place of living is classification into two categories, that are place urban, and rural. TABLE 8 PLACE OF RESIDENCE PLACE OF RESIDENCE NO OF RESPONDENTS PERCENTAGE (%) Urban Rural Total The above table infers that out 200 consumers, 120 (60%) consumers are urban people, 80 (40%) consumers are rural people. The maximum 120 (60%) consumers are in the place of residence of urban. It shows the urban people consume soft drink. The following table (9) shows the classification of consumers based on their educational qualification. The classification are school, UG, PG, Professional, and others qualification icmrrjournal@gmail.com

6 TABLE 9 EDUCATION QUALIFICATION EDUCATION NO OF RESPONDENTS PERCENTAGE QUALIFICATION School UG PG Professional Others The above table infers that out 200 consumers, 47(23.5%) consumers are school level of education, and 49 (24.5%) are Under graduate holders, 31 (15.5%) consumers are Post graduate holders, 37( 18.5%) consumers are Professional, remaining 36(18%) consumers and other qualification.the maximum 49 (24.5%) consumers are in the education qualification of Under graduates.it means that maximum under graduates utilize consume soft drink. The following table (10) shows the classification of consumers based on their level of opinion do you drink soft drinks. The classification are taste, digestion, substituting beverages, to overcome hot climate. TABLE 10 PARTICULARS NO OF RESPONDENTS PERCENTAGE Taste Digestion Substituting beverages To overcome hot climate Others The above table infers that out 200 consumers, 48(24%) consumers are level of opinion soft drink taste, and 61 (30.5%) are opinion about soft drink digestion, 28 (14%) consumers are opinion about soft drink substituting beverages, 37( 18.5%) consumers are soft drink to overcome hot climate 26(13%) consumers are opinion about soft drinks others.the maximum 49 (24.5%) consumers are in the opinion about soft drink opinion 61(30.5%).It means that maximum digestion utilize consume soft drink. The following table (11) shows the classification of consumers based on their age you have a habit of drinking soft drink. The classification are below 10 years, years, years, above 30 years. TABLE 11 PARTICULARS NO OF RESPONDENTS PERCENTAGE Below Above icmrrjournal@gmail.com

7 The above table infers that out 200 consumers, 36(18%) consumers are what age you drink soft drink below 10 years, and 92 (46%) consumers are years, 31 (15.5%) consumers are years, 41(20.5%) consumers are above 30 years. The maximum 92 (46%) consumers are in the habit of soft drink what age.it means that maximum years utilize consume soft drink. The following table (12) shows the classification of consumers based on their how much you spend on soft drinks. The classification are Rs , Rs , Rs.60-80, Rs , Above Rs.100. TABLE 12 PARTICULARS NO OF RESPONDENTS PERCENTAGE Rs Rs Rs Rs Above Rs The above table infers that out 200 consumers, 48(24%) consumers are you spend on per week Rs , and 52 (26%) consumers are spend on per week Rs , 24 (12%) consumers are spend on per week Rs , 41(20.5%) consumers are spend on per week Rs ,46(23%)consumers are spend on per week Rs. above Rs.100. The maximum 48 2(4%) consumers are in spend on per week.it means that maximum Rs utilize consume soft drink spend on per week. RANKING OF FACTORS IN ORDER PREFERENCE Feature WS 2 WS 3 WS 4 WS 5 WS TWS Rank Availability IV Price V Advertisement III Brand II Taste I 80 icmrrjournal@gmail.com

8 TICK THE FOLLOWING NO OF RESPONDENTS Aware (%) Not aware (%) Neutral (%) Consumption of soft drinks cause health hazards Sweetness increase weight Caffeine cause negative effect in brain Soft drinks cause bone disease Soft drinks cause diabetes Soft drinks will increase blood sugar Soft drinks cause Hypertension Soft drinks cause cancer Soft drinks affect liver Soft drinks affect teeth

9 FINDINGS SIMPLE PERCENTAGE ANALYSIS It shows that adults consume more soft drinks. Maximum female consumer utilizes soft drinks. Maximum business person utilize soft drinks Maximum married consumers utilizes soft drinks. Maximum nuclear families are utilizing soft drink. Maximum 3-5 members of the family utilizing soft drink. Maximum consumers earn above monthly income. Maximum the urban people consume soft drink. Maximum under graduates utilize consume soft drink. Maximum digestion utilize consume soft drink. Maximum years utilize consume soft drink. Maximum Rs utilize consume soft drink spend on per week. SUGGESTION The manufacturers can produce some more health drinks which are not harmful to the society. They may give some more fruit juices which may attract more number of children They can attract rural consumers more by spreading their distribution channel till the rural areas. CONCLUSION The soft drinking consumption of sweetened beverages has increased dramatically in the past decades with increasing of overweight. Soft drink is creeping day by day amongst the children without knowing their hazards. This sort of irrational and injudicious use of soft drink is definitely putting them at the edge of sward and many factors are playing their role to ensure such a risk like lack of awareness icmrrjournal@gmail.com

10 REFERENCES 1. D. Goutam September 2013, Influence of Brand Ambassadors on Buying Behavior Soft Drinks. 2. Dr. Govind Shinde, Dr. Kumardatt Ganjre, Brand Building Strategies for Soft drinks. 3. Vasanti S Malik, Matthias B Schulze, Frank B Hu, Intake of Sugar Sweetened Beverages and Weight Gain. 4. Dr. Zeeshan Amir, Asma Farooque July 2008 A study on Perception of Soft Drinks. 5. Anne Marie Thow, Christine Quested, Taxing Soft Drinks in the Pacific. 6. Alexandra Garrison, Austin Lewis, February 2004 The Pepsi-Coke Challenge. 7. Lenny R. Vartanian, PhD, Marlene B. Schwartz, February 2007 Effects of Soft Drink Consumption on Nutrition and Health. 8. Dr. Sapna Johnson, Dr. H. B. Mathur, August 2003 Analysis of Pesticide Residues in Soft Drinks icmrrjournal@gmail.com