Belch and Belch define consumer behavior as the process and activities people engage in when searching for,

selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. Consumer Buying Behavior refers to the buying behavior of final consumers individuals & households who buy goods and services for personal consumption.

 Dabur

Foods a 100% subsidiary of US $ 3 billion Dabur Group realized the potential of the processed & packaged food industry (4th largest in the world), began operations as a separate division in the year 1999. It established brands in a market where the barrier to accept packaged food is high, and the fledging processed food industry was in a nascent stage in India. Has more than 250 products sold through prescriptions as well as over the counter

 Dabur

Foods Limited (DFL) a business division of Dabur India Limited (DIL), operates on the naturals platform with a product portfolio consisting mainly of packaged fruit juices, cooking pastes, sauces and items for institutional food purchases. The primary growth drivers in this business are its two fruit juice brands - "Real" and "Real Activ". Both the brands combined under the Real equity today contributes to over Rs. 100 crores of turnover. The Company now has three distinct brands across the packaged fruit juice category - Real, Activ and Coolers.

 To

study the consumers buying behavior of packaged juices. To study the consumers preference towards different brands of packaged juices. To study the satisfaction level of consumers who consume packed juices.

 Survey

design: The study is exploratory and descriptive. Population: Any individual who consume packaged juices. Sampling Technique: Sample is taken on the basis of convenience. Sampling unit: An individual who lives in Fatehabad city and prefer to drink packed juices. Sample Size: A sample of 102 respondents is taken.

Data Collection: Primary Source: The primary data comprises information survey of Study of consumer behaviour towards packaged juices. The data has been collected directly from respondent with the help of structured questionnaires. Secondary Source: The secondary data was collected from Internet, References from the organizations. Data Analysis (Tools Used): The data collected is new and need processing to give useful information these data is tabulated and graphically presented.

Out of 102 respondents,50 were aware of Real and 25 Tropicana brand while only 20 are aware of fresh gold and 7 are aware of Minute-maid Minute maid and Freshgold brand of juices are less consumed by people as compared to Real and Tropicana brands. Mostly people likes to consume juices daily or once a week, which shows huge scope for juice market Real is the most preferred brand among consumers. Flavor/taste is the most important factor which influences purchase while ingredients and packaging are the least affecting features. Out of sample of 102 people mostly people prefferd by tetra pack . Small pack is mostly preferred by kids. 88 % people have the habit to check the expiry date while purchasing packed juices. Advertisement is the most important factor which influences the buyers behavior. While retailers, display or merchandising are the least affecting factors. Mostly people purchase packed juices mainly gifting and to serve the guests or to consume during breakfast. contd.,

Overall Real brand is associated by maximum number of consumers with most of the attributes like best taste, reasonable price, most popular etc. It gives the marketers a fairly clear positioning of different brands in the mind of consumers. On an average, people are highly satisfied with taste as compared to price and quantity. In paired comparison Real brand is ranked 1st followed by Tropicana and Minute Maid Pulpy Orange. Mostly people consume juices to feel refresh themselves and to feel healthy. Mostly people are loyal to the brand as in the absence of availability of their preferred brand mostly people like to search for it in the other shop.