Consumer Insights on Health Drinks: A Satisfaction Analysis

Consumer Insights on Health Drinks: A Satisfaction Analysis

Ms. Sangeerthana G Nair,

MBA student, Faculty of Management Studies, CMS Business School, Bengaluru

 Email: sangeerthana_g23@cms.ac.in

Mr. Naveen Kumar V,

Assistant Professor, Faculty of Management Studies, CMS Business School, Bengaluru

Email: naveenkumar_v@cms.ac.in

ABSTRACT

The health beverage sector has expanded considerably as a result of increasing consumer awareness regarding nutrition and wellness. This research investigates consumer preferences, levels of satisfaction, and brand loyalty toward health drinks in the Palakkad Municipality, concentrating on leading brands such as Horlicks, Boost, Bournvita, and Complan. The study assesses various factors that affect brand selection, including taste, nutrition, pricing, advertising, and packaging.

A descriptive research approach was utilized, gathering primary data from 200 participants through structured surveys. Statistical methods like correlation, regression, and chi-square tests were applied to evaluate the connections between perceived quality, price sensitivity, and the marketing effect on consumer loyalty. The results reveal that Boost is the most favored brand (64. 3%), followed by Horlicks (22. 9%), with taste being the most critical factor (67. 1%). Findings indicate that taste is the most critical factor influencing brand preference, while price sensitivity plays a key role in brand-switching behavior. Recommendations include improving nutritional value, enhancing advertising transparency, and focusing on consumer engagement strategies to improve brand retention.