HORLICKS A 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 world’s 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 PAGE 1
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’
PAGE 2
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.
PAGE 3
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) b) c) d) e) f)
1 lac - 5 lacs 5 lacs - 10 lacs 10 lacs - 20 lacs 20 lacs - 35 lacs 35 lacs - 50 lacs 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) b) c) d) e)
Horlicks Bournvita Boost Complan Others
PAGE 4
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)
PAGE 5
DATA ANALYSIS NAME
AREA
EDUCATION
NO. OF FAMILY KIDS HOW EARNERS INCOME THEY GIVE MILK TO THEIR CHILD
SONALI TRIPATHI
SEMIINTERMIDIATE SINGLE URBAN
5L – 10L
YES
WITH
PROTEIN POWDER USED
NO. OF YEARS OF USING HORLICKS
HORLICKS 5 YEARS
PROTEIN POWDER
SUNITA KUMAR
URBAN GRADUATE
SINGLE
10L – 20L
YES
WITH
HORLICKS 10 YEARS
PROTEIN POWDER
SHREYA DAS
SEMIGRADUATE URBAN
SINGLE
10L – 20L
YES
WITH PTOTEIN
BOURNVITA
----------
POWDER SEJAL MEHTA
URBAN POST
DUAL
35L – 50L
YES
GRADUATE
WITH
HORLICKS 6 YEARS
PROTEIN POWDER
ANJALI BHISHT
SEMIPOST URBAN GRADUATE
DUAL
20L – 35L
YES
WITHOUT -----------
-----------
PROTEIN POWDER
MAMTA AGARWAL
URBAN MARTICULATION
BABITA RANI
RURAL
ARUNA DEVI
SINGLE
10L – 20L
YES
WITHOUT -----------PROTEIN POWDER
DUAL
1L – 5L
YES
WITH PROTEIN POWDER
HORLICKS 4-5 YEARS
SEMIMARTICUURBAN ATION
SINGLE
5L – 10L
YES
WITH PROTEIN POWDER
COMPLAN -------------
BHAVNA SHARMA
SEMIGRADUATE URBAN
SINGLE
10L – 20L
YES
WITH PROTEIN
BOURNVITA
SHARMISHTA
SEMI-
DUAL
WITH
HORLICKS 10 YEARS
8TH PASS
GRADUATE
10L – 20L
YES
PAGE 6
------------
-------------
BANNERJI
URBAN
PROTEIN POWDER
DEMOGRAPHICS OF SAMPLE POPULATION
EDUCATION QUALIFICATION OF SAMPLE POPULATION
ANNUAL FAMILY INCOMES OF SAMPLE POPULATION PAGE 7
PROTEIN POWDER USED BY SAMPLE POPULATION FOR THEIR KIDS
DOES HORLICKS REALLY MAKE KIDS “TALLER, STRONGER AND SHARPER?”
PAGE 8
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.
PAGE 9
