Citation:

Jarita Das, Parag Shil. "Exploring Consumer Preferences for Fruit Juice Brands in Barak Valley: A Statistical Analysis" International Research Journal of Economics and Management Studies, Vol. 3, No. 1, pp. 482-488, 2024.

Abstract:

This study aims to analyze consumer preferences toward fruit juice brands in the Barak Valley region of Assam, India, through statistical analysis. The study conducted a mixed-mode survey on a sample size of 400 consumers using a structured questionnaire to collect primary data on their demographics, consumption patterns, and brand preferences. The data collected was analyzed using descriptive and inferential statistics, including frequency distributions, correlation matrix, and chi-square test with the Monte Carlo method. The research aims to identify the leading fruit juice brands in the Barak Valley region and to determine the factors influencing consumer brand preference. The findings of the study reveal that Tropicana and Real are the major players in the region's fruit juice market. Brand preference is found to be significantly associated with demographic parameters such as consumers' educational qualifications and income. The study revealed that brand image, price, and availability are significant factors affecting brand preference, whereas quality and taste do not have a significant impact. These findings of the study provide valuable insights into the fruit juice market in Barak Valley that can aid the fruit juice industries and marketers in improving their market position and sustainability.

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Keywords:

Fruit juice, Consumer preference, Brand preference, Packaged Juice.