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- Title
A Study on Attitudes Towards Packaged Fruit Drinks Using Exploratory Factor Analysis.
- Authors
Reddy, D. Yella; Ramesh, A.
- Abstract
With the rising popularity of packaged fruit drinks, the cola wars might extend beyond the traditional boundaries as they face fierce competition from the former. India is the second largest producer of fruits and vegetables in the world. There is enormous potential to be tapped which will also be advantageous for both domestic and export markets. The youth market and the middle class provide exciting opportunities for market penetration and development. It becomes imperative to examine the attitude towards packaged fruit drinks, as attitude influences buying behavior. The study identifies the key factors that reflect attitude using factor analysis and examines their managerial implications.
- Subjects
INDIA; FRUIT juices; HORTICULTURAL crops; MARKETING strategy; PURCHASING
- Publication
ICFAI Journal of Consumer Behavior, 2007, Vol 2, Issue 4, p17
- ISSN
0973-3760
- Publication type
Article