Impact of different factors on consumer buying behaviour of malt-based health drinks

Abstract

Through this project we have tried to analyze how different factors impact the consumer behaviour towards purchasing of malt-based drinks. Our analysis was dependent on the primary survey questionnaires. With the responses from the survey, it was observed that among different functional parameters such as Brand, Quality, Taste, Packaging and Nutrient value, Taste emerged as impactful parameter for purchasing decision. Among different flavors of the drink available in the market, Chocolate flavor was seen to be most favorable of all. With the help of the hypothesis, we were able to conclude that preference of brand 1s indifferent of gender. Based on the conclusions, we recommend that Brands should focus on Chocolate flavor and can introduce more variants of chocolate flavor. Also, it was observed that there is a significant amount of emotional recall when choosing a particular brand of malt-based health drink. Therefore, brands can advertise the products in such a way which connect the consumer with the brand.