A COMPREHENSIVE STUDY TO ANALYSE CONSUMER PERCEPTION AND PURCHASE BEHAVIOUR TOWARDS HEALTH AND WELLNESS DRINKS IN INDIA

Abstract

The Indian soft drink market has undergone a big change with health and wellness drinks becoming buzz words capturing preference of the younger consumers. The Indian youth today is investing time, effort and money for a healthier lifestyle. This has accelerated growth of wellness market in India which is ever exploring newer ways of catering to the preferences of Indian youth. The present study examines and analyses the perception of consumers in accordance to the growing market of healthy beverages in India. The main focus of this study is to draw an interface based on various factors influencing consumer perception like advertising strategies, product price and packaging. Thus, the study explores a combination of multiple factors indicating to map the success of health and wellness drinks.