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. www.icmrr.org 74 icmrrjournal@gmail.com
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.. www.icmrr.org 75 icmrrjournal@gmail.com
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, 21-30 years, and 31-40 years, 41-50 years and above 51. TABLE 1 AGE AGE NO OF RESPONDENTS PERCENTAGE Below 20 36 18 21-30 51 25.5 31-40 42 21 41-50 28 14 Above 51 43 21.5 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 21-30 years of age, 42 (21%) consumers in the age group 31-40 years of age, 28 (14%) consumers in the age group of 41-50 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 21-30 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 95 47.5 Female 105 52.5 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 35 17.5 Employee 47 23.5 Employer 23 11.5 Professional 22 11 Business 50 25 Others 23 11.5 www.icmrr.org 76 icmrrjournal@gmail.com
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 125 62.5 Unmarried 75 37.5 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 85 42.5 Nuclear 115 57.5 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 3 33 16.5 3-5 80 40 5-7 25 12.5 Above 7 62 31 www.icmrr.org 77 icmrrjournal@gmail.com
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.10001-20000, Rs. 20001-30000, Rs.30001-40000, above Rs.40001. TABLE 7 MONTHLY INCOMES MONTHLY INCOME NO OF RESPONDENTS PERCENTAGE Below 10000 15 7.5 10001-20000 44 22 20001-30000 40 20 30001-40000 39 19.5 Above 40001 62 31 The above table infers that out 200 consumers, 15 ( 7.5%) consumers belong to the income below Rs.10000 are, 44 (22%) consumers belong to the income Rs.10001-20000 are, 40 (20%) consumers belong to the income Rs.20001-30000 are, 39 (19.5%) consumers belong to the income Rs.30001-40000 are, 62 (31%) consumers belong to income above Rs.40001.The maximum 62 (31%) consumers are in the monthly earn with above Rs.40001. It shows that maximum consumers earn above 30001-40000 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 120 60 Rural 80 40 Total 200 100 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. www.icmrr.org 78 icmrrjournal@gmail.com
TABLE 9 EDUCATION QUALIFICATION EDUCATION NO OF RESPONDENTS PERCENTAGE QUALIFICATION School 47 23.5 UG 49 24.5 PG 31 15.5 Professional 37 18.5 Others 36 18 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 48 24 Digestion 61 30.5 Substituting beverages 28 14 To overcome hot climate 37 18.5 Others 26 13 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, 11-20 years, 21-30 years, above 30 years. TABLE 11 PARTICULARS NO OF RESPONDENTS PERCENTAGE Below 10 36 18 11-20 92 46 21-30 31 15.5 Above 30 41 20.5 www.icmrr.org 79 icmrrjournal@gmail.com
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 11-20 years, 31 (15.5%) consumers are 21-30 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 11-20 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. 20-40, Rs. 40-60, Rs.60-80, Rs 80-100, Above Rs.100. TABLE 12 PARTICULARS NO OF RESPONDENTS PERCENTAGE Rs.20-40 48 24 Rs.40-60 52 26 Rs.60-80 24 12 Rs.80-100 30 15 Above Rs.100 46 23 The above table infers that out 200 consumers, 48(24%) consumers are you spend on per week Rs. 20-40, and 52 (26%) consumers are spend on per week Rs. 40-60, 24 (12%) consumers are spend on per week Rs. 60-80, 41(20.5%) consumers are spend on per week Rs. 80-100,46(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. 20-40 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 46 230 24 96 32 96 59 118 39 39 579 IV Price 21 105 29 116 34 102 44 88 72 72 483 V Advertisement 43 215 39 156 49 147 33 66 36 36 620 III Brand 35 175 62 248 45 135 30 60 28 28 646 II Taste 55 275 46 184 40 120 34 68 25 25 672 I www.icmrr.org 80 icmrrjournal@gmail.com
TICK THE FOLLOWING NO OF RESPONDENTS Aware (%) Not aware (%) Neutral (%) 11.5 6.5 Consumption of soft drinks cause health hazards 164 82 23 13 40 10 Sweetness increase weight 100 50 80 20 29.5 19.5 Caffeine cause negative effect in brain 102 51 59 39 43.5 16.5 Soft drinks cause bone disease 80 40 87 33 35.5 20 Soft drinks cause diabetes 88 44 71 40 31.5 27 Soft drinks will increase blood sugar 83 41.5 63 54 37.5 20.5 Soft drinks cause Hypertension 84 42 75 41 30 17.5 Soft drinks cause cancer 105 52.5 60 35 25.5 21 Soft drinks affect liver 107 53.5 51 42 22 22.5 Soft drinks affect teeth 111 55.5 44 45 www.icmrr.org 81 icmrrjournal@gmail.com
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 30001-40000 monthly income. Maximum the urban people consume soft drink. Maximum under graduates utilize consume soft drink. Maximum digestion utilize consume soft drink. Maximum 11-20 years utilize consume soft drink. Maximum Rs. 20-40 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. www.icmrr.org 82 icmrrjournal@gmail.com
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. www.icmrr.org 83 icmrrjournal@gmail.com