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HORLICKSA CONSUMER BEHAVIOUR REPORT

SHIVAM BHARDWAJ & SHUBHAM AGARWAL | CONSUMER BEHAVIOUR | 11/08/2017


INTRODUCTION
The Great Family Nourishing Health drink
Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks
Brand' (Economics Times Survey, 2004) in India. Horlicks enjoys more than half of the
Health Food Drink market.

Horlicks has been a popular brand in Indian market since 1930s. Horlicks went through a
revamp to increase its relevance. The modern Horlicks offers pleasurable nourishment
with different range flavors like Vanilla, Elaichi, Toffee and Chocolate.

It is prepared from wheat, milk and malted barley. It is also known widely as an easy to
prepare malted food drink. It contains iron and eight essential vitamins with twice as
much calcium as in pure milk. Horlicks is worlds most widely consumed malted milk
product. For 50 years, generations after generations of children wakeup to a mug of
Horlicks prepared by their
mother in their own special way,
yet providing the same
nourishment unrivaled by any
competitive product.

Horlicks is a nourishing malted


food drink which combines the
wholesome goodness of malted
barley, wheat and dairy
ingredients. The malting of
barley through the natural
process of germination releases
enzymes. These enzymes break down complex carbohydrates to simple sugars that are
easily assimilated by the body, making Horlicks easily digestible.

Horlicks is sold in a number of countries across the world. In different countries, the
product has different formulations in order to cater to varying consumer segments and
serve different consumer needs.

In India, the Horlicks available has been scientifically developed and specifically caters to
the nutritional needs of the Indian diet. It helps meet the requirements of essential
nutrients in children, such as iron and vitamins that aid iron absorption. From the
available data, it has been seen that children in India are not getting enough of these
vitamins and minerals from their daily diet. Research shows that these nutrients are very
important for school age children for their attention, concentration and memory as well
as their physical performance and growth. Thus, Horlicks is a beneficial supplement for
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children to aid not only their growth, but also enhanced attention and concentration. In
fact, we have established this through a large clinical trial among school going children.

OBJECTIVE
To identify the opinion of Indian
mothers on Horlicks and whether it
makes their child taller, stronger and
sharper

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RESEARCH
METHODOLOGY USED
Research Type: Descriptive research have been used which describes data and
characteristics about the population or phenomenon being studied. Descriptive research
methodology describes situations, they do not make accurate predictions, and they do
not determine cause and effect relationships.

In this research, we have used Survey method of Descriptive research methodology to


conduct our research where we talked about customers perception on

Sample size and survey: A total of 15 people from four categories of age groups such
as 21-30, 31-40 were selected as our sample for research. We included Convenience
sampling [ CITATION Cas09 \l 1033 ] which is a non-probability sampling technique for
our research. This is because it is not possible to survey every individual among the age
groups provided in our questionnaire.

Questionnaire Design: For the data collections purpose, a close ended


questionnaire was designed. Appropriate numbers of research questions were arranged
with numerous variables to get satisfactory response from the respondents. Also, the
questions were designed according to the need of the research. This was done to
overcome the respondents unwillingness to give a response.

The questionnaire began with questions reflecting their personal information and
gradually started with questions related to the general perception on the subject of our
research.

Data collection: Data was collected from primary and sources for conducting the
research. The survey was used as the primary data source.

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QUESTIONNAIRE
1) What is your name?

2) Which area do you belong?

a) Urban
b) Semi-Urban
c) Rural

3) What is your educational Qualification?

4) Is your family?

a) Dual Earner
b) Single Earner

5) Are you the earner of your family?

6) What is the annual income of your family?

a) 1 lac - 5 lacs
b) 5 lacs - 10 lacs
c) 10 lacs - 20 lacs
d) 20 lacs - 35 lacs
e) 35 lacs - 50 lacs
f) 50 lacs or higher

7) Do you have kids?

a) Yes
b) No

8) How do you prefer giving milk to your children?

a) With a protein powder


b) Without a protein powder

9) Which protein do you use?

a) Horlicks
b) Bournvita
c) Boost
d) Complan
e) Others

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10) For how long you have been using Horlicks? (Answer this if your above answer is
Horlicks)

11) Do you believe that Horlicks makes your child "Taller, Stronger and Sharper"?

a) Yes
b) No

12) Why are you using Horlicks? What is your opinion about it? (Answer this if your above
answer is no)

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DATA ANALYSIS
NAME AREA EDUCATION NO. OF FAMILY KIDS HOW PROTEIN NO. OF
EARNERS INCOME THEY POWDER YEARS OF
GIVE USED USING
MILK TO HORLICKS
THEIR
CHILD
SONALI SEMI- INTERMIDIATE SINGLE 5L 10L YES WITH HORLICKS 5 YEARS
TRIPATHI URBAN PROTEIN
POWDER
SUNITA URBAN GRADUATE SINGLE 10L 20L YES WITH HORLICKS 10 YEARS
KUMAR
PROTEIN
POWDER
SHREYA DAS SEMI- GRADUATE SINGLE 10L 20L YES WITH BOURN- ----------
URBAN VITA
PTOTEIN
POWDER
SEJAL MEHTA URBAN POST DUAL 35L 50L YES WITH HORLICKS 6 YEARS
GRADUATE PROTEIN
POWDER
ANJALI SEMI- POST DUAL 20L 35L YES WITHOUT ----------- -----------
BHISHT URBAN GRADUATE PROTEIN
POWDER
MAMTA URBAN MARTICU- SINGLE 10L 20L YES WITHOUT ------------ ------------
AGARWAL LATION PROTEIN
POWDER
BABITA RANI RURAL 8TH PASS DUAL 1L 5L YES WITH HORLICKS 4-5 YEARS
PROTEIN
POWDER
ARUNA DEVI SEMI- MARTICU- SINGLE 5L 10L YES WITH COMPLAN -------------
URBAN ATION PROTEIN
POWDER
BHAVNA SEMI- GRADUATE SINGLE 10L 20L YES WITH BOURN- -------------
SHARMA URBAN VITA
PROTEIN
SHARMISHTA SEMI- GRADUATE DUAL 10L 20L YES WITH HORLICKS 10 YEARS

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BANNERJI URBAN PROTEIN
POWDER

DEMOGRAPHICS OF SAMPLE POPULATION

EDUCATION QUALIFICATION OF SAMPLE POPULATION

ANNUAL FAMILY INCOMES OF SAMPLE POPULATION

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PROTEIN POWDER USED BY SAMPLE POPULATION FOR THEIR
KIDS

DOES HORLICKS REALLY MAKE


KIDS TALLER, STRONGER AND
SHARPER?

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CONCLUSION
By studying the entire research results on consumer behavior, we can say
that :

Mothers from semi-urban areas mostly prefer horlicks as a protein


powder just because they think it makes their child Taller, Stronger &
Sharper and the good taste of horlicks makes them to store as health
drink for their children.
Important insights will help company to make changes in order to
overcomes shortcomings.
Will be able in understanding psyche in rural areas better way for
future products or schemes.
Research information will help in competing with other brands
offering somewhat same product in same market.

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