Subject/Topic for the project:

Market potential for Sports Drinks.

Research Objectives:

1. To determine consumer buying behavior for product categories of sports drinks in

India.

2. To determine the Market Potential for the product category of sports drinks in
India.

3. To analyze the marketing strategies of major players in India.

Deliverables of the project:

1. Consumer profiling and their behavior towards the product category of sports
drinks in India.

2. Market Size, Segmentation and future opportunities for the product categories of
sports drinks in India.

3. Marketing and sales and distribution strategies of major players in India.

Background:

Data Collection Method:

1) Primary Research
- Structured direct mail
- Structured direct personal
- Focus group discussion
2) Secondary Research

Measurement Techniques:
Questionnaire: Administered & scheduling

Sample:
A sample of 100 respondents is taken
Total Respondents 100
Sportsmen from Sport academy
Gym goers
Questionnaire

Screening questionnaire

1)Age-____________

2) Are you interested in playing sports

Yes No

3) How many days in a week do you go to gym.

0-2 3-5 everyday

4) Do you take any drink after playing or working out ( whichever is applicable)
Regularly Most of the times Sometimes Never

5) What do drink after playing or working out ( whichever is applicable)

Soft drink Fruit juice Sports drink

Factor analysis:

1) Taste matters when I buy a drink. (Taste)

2) I would like to try out quality drinks even if it comes at a higher price. (Price)
3) My drink should have natural ingredients. (Natural ingredients)
4) My choice of a drink depends on my friend’s recommendation. (Others opinion)
5) I will not buy a drink about which I have never heard.
6) When out in a group I tend to buy the drink which is taken by all in the group.
7) I will prefer to drink endorsed by a well known sportsmen.
8)