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    Literature Review of Consumption Pattern

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    This document provides an introduction and literature review on consumption patterns of cold drinks and fruit juice in India. It discusses how consumption patterns are changing in India with people drinking more cold drinks than fruit juice despite health concerns. The literature review covers research showing that fruit juice consumption is rising due to health consciousness, but cold drinks are still preferred for taste. The purpose is to compare consumption of Coca-Cola versus Tropicana mango juice.

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    Literature Review of Consumption Pattern

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    kumarsaurav47
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    This document provides an introduction and literature review on consumption patterns of cold drinks and fruit juice in India. It discusses how consumption patterns are changing in India with people drinking more cold drinks than fruit juice despite health concerns. The literature review covers research showing that fruit juice consumption is rising due to health consciousness, but cold drinks are still preferred for taste. The purpose is to compare consumption of Coca-Cola versus Tropicana mango juice.

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    This document provides an introduction and literature review on consumption patterns of cold drinks and fruit juice in India. It discusses how consumption patterns are changing in India with people drinking more cold drinks than fruit juice despite health concerns. The literature review covers research showing that fruit juice consumption is rising due to health consciousness, but cold drinks are still preferred for taste. The purpose is to compare consumption of Coca-Cola versus Tropicana mango juice.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    2K views5 pages

    Literature Review of Consumption Pattern

    Uploaded by

    kumarsaurav47
    This document provides an introduction and literature review on consumption patterns of cold drinks and fruit juice in India. It discusses how consumption patterns are changing in India with people drinking more cold drinks than fruit juice despite health concerns. The literature review covers research showing that fruit juice consumption is rising due to health consciousness, but cold drinks are still preferred for taste. The purpose is to compare consumption of Coca-Cola versus Tropicana mango juice.

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    Attribution Non-Commercial (BY-NC)
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    Download as doc, pdf, or txt
    of 5

    A Comparative Analysis on Consumption Pattern of

    Cold Drink and Fruit Juice

    Introduction

    Consumption may be defined as use of final goods by a consumer until disposal. final
    goods are goods that are ultimately consumed rather than used in the production of
    another good.A pattern is the repeated or regular way in which something happens or is
    done.The research is regarding consumption pattern of cold drink and fruit juice.In cold
    drink specially Coca cola is taken into consideration and in fruit juice specially Tropicana
    of mango flavour is taken into consideration.A far as beverages is concerned
    consumption pattern of Indian people are changing day by day .In spite of awareness by
    different groups that consuming cold drink is not good for health,people specially
    youngesters prefer cold drink to fruit juice.There are many youngesters and middle and
    old age group person give importance to fruit juice because of rising level of health
    consciousness.The purpose of writing this literature review is to make comparision
    between coca cola and tropica of mango flavour as far as consumption is concerned.

    Literature Review

    Fruit drinks are popularly used in most urban households.If we go in history then we see
    the use of fruit juices began with consumption of orange juice, as a source of vitamin C to
    prevent scurvy disease. However, today markets are flooded with a large variety of juices
    e.g., mango, apple, guava, litchi, grape, pineapple, etc. The main reason for increased
    consumption of fruit juices is changing lifestyles and rising level of health consciousness
    among consumers and parents. They believe that these drinks provide superior nutrition
    because of their fortified status and high beverage cost. Child preference, easy
    availability, convenience, naturalness and marketing strategies have given fruit drink
    industry a booming growth. Few months before it was in news that cold drinks possesses
    pesticides which further augmented sales of fruit drinks.Indian Pediatrics 2008; 45: 215-
    217.Fruit drinks, if consumed in appropriate quantity, can be a part of balanced diet for
    children, and are not always harmful. Studies have shown that vitamin C and flavinoids
    in juices have beneficial long term health effects like decreasing the risk of cancer and
    heart disease.Vitamin C by increasing iron absorption to almost double can reduce the
    incidence of anemia in population consuming diet with low iron content and
    bioavailability. However, the awareness and education of these details is lacking among
    general population.Brand persona is most effective factor that affects brand preference.
    Brand persona deals with personality aspects or the external attributes of brand. Many
    people think only cold drink quenches thirst fruit juice is just for health.When we talk
    about taste and preferences people normally prefer cold drink to fruit juice. Consumers
    prefer any beverage by looking at external attributes of a product. (Journal of IMS,Vol 5,
    No.1,Jan-June 2008) The intensity of colour (43%) and the flavour (32%) are the key
    drivers behind consumer acceptance of beverages. As far as cold drink is concerned
    people give first preference to brand ambassador then taste and finally give importance to
    health. Various sources it has been proved that cold drink is not good for health inspite of
    that people especially young generation prefer cold drinks first then fruit juice especially
    mango in flavor. (Food quality & preference, Volume 19,Issue 8,Pages 719-726 By
    Stephen Daniells,07-Oct-2010)Consumer gave first preference to degree of liking,
    saltiness, drinks flavour and greasiness. Consumer gave second preference to health.

    References

    1. American Academy of Pediatrics. The use and misuses of fruit juices in


    Pediatrics. Pediatrics 2001; 107: 1210-1213.

    2. Pompkin BM, Armstrong LE, Bray GM, Caballero B, Frei B, Willett WC. A new
    proposed guidance system for beverage consumption in the United States. Am J
    Clin Nut 2006; 83: 529-542.

    3. Journal of IMS, Vol 5, No.1,Jan-June 2008

    4. Food quality & preference, Volume 19,Issue 8,Pages 719-726 By Stephen Daniells,07-
    Oct-2010

    A dissatisfied customer will tell seven to 20 people about their


    negative experience. A satisfied customer will only tell three
    to five people about their positive experience (Kan 1995).
    It has been recognised that eco-efficiency improvements at production and product
    design level can be significantly reduced by ever increasing consumption levels
    (Khazzoom 1980),(Brookes 2000; Binswanger 2001; Haake and Jolivet 2001; OCSC
    2001). While companies are struggling to reduce material intensity of each production
    unit and each product, the total environmental impact of the economy is growing. In
    order to address this problem, some authors suggest that for long-term sustainability, we
    need a factor of 10 or even 20 in materials and energy efficiency use improvements
    (Factor 10 Club 1994; Schmidt-Bleek 1996; Bolund, Johansson et al. 1998; Ryan 1998).
    As a potential solution to the factor 10/20 vision, some authors propose that system level
    improvements have to be made, instead of just having products redesigned (Weterings
    and Opschoor 1992; Vergragt and Jansen 1993; Weizsäcker, Lovins et al. 1997; Ryan
    1998; Manzini 1999; Brezet, Bijma et al. 2001;Ehrenfeld and Brezet 2001).
    Sustainable consumption has been highlighted as an important constituent of sustainable
    development in Rio de Janeiro, 1992 at the United Nation Conference for Environment
    and Development and by the World Summit on Sustainable Development in
    Johannesburg, ten years later in 2002. One of the generally accepted definitions of
    sustainable consumption is the following: “sustainable consumption is the use of goods
    and services that satisfy basic needs and improve quality of life while minimizing the
    usage of irreplaceable natural resources and the by-products of toxic materials, waste, and
    pollution” (Sierra Club 2002). It highlights the need to provide value to people, while
    reducing the environmental impact associated with producing and delivering this value.
    In other words, there is a need to de-link consumption of goods and services from
    material consumption. Many authors call for simplifying lifestyles and reducing
    consumption, associating the management of consumption with the so-called sufficiency
    revolution, which considers how much is enough for a good life. Our comprehension of
    this approach is still in its initial stage (Sachs 1999), but what is clear already is that it is a
    challenging task to reduce consumption levels, as the entire economic system is based on
    presumption of economic growth linked to the increased use of material resources and
    products. What is needed instead is consumption that is based on economic growth,
    which is decoupled from material resources. We propose the following definition of
    sustainable consumption: sustainable consumption is consumption that provides value by
    decoupling material-based growth from economic growth and environmental
    impact. Following this definition, more value needs to be provided with fewer materials
    involved and less environmental impact associated with the production and total delivery
    of that value.
    The product service system (PSS) concept has been suggested as a way to contribute to
    the system level improvement that tries to de-link economic and environmental growth
    (Goedkoop, van Halen et al. 1999; Mont 2000). The concept proposes that the
    environmental impacts of products and associated services should be addressed already at
    the product and service design stage, with special focus on the use phase by providing
    alternative system solutions to owning products.
    A number of examples (mainly from the business-to-business area) exist that confirm the
    potential of PSS for reducing life cycle environmental impact. It is, however, increasingly
    evident that these examples are difficult to directly apply to the market of private
    consumers, mainly because business customers often prefer services to product
    ownership (Alexander1997), while according to some studies it is a formidable challenge
    for private customers to adopt “ownerless consumption” (Schrader 1996; Littig 1998). In
    addition, the environmental impacts of such offers depend to a large extent on user
    behaviour. To address this problem, changes are needed in consumption behaviour;
    consumption patterns and levels; and ultimately a change in lifestyles towards more
    sustainable patterns. Many authors recognize that “the health of our planet is inextricably
    dependent upon human behaviour” (Geller 1995), and therefore changing human
    behaviour may foster and maintain sustainability (Gudgion and Thomas 1991;
    McKenzie-Mohr, Nemiroff et al. 1995; Oskamp 2000). An increasing number of studies
    have been conducted in search for instruments that can potentially help facilitate the shift
    toward more sustainable patterns of consumption, e.g., (Goodwin,Ackerman et al. 1997);
    (OECD 1997); (Stern, Dietz et al. 1997); (Thøgersen and Ölander 2002).
    In order to initiate the change process, it is necessary to understand how consumer
    acceptance of more sustainable solutions is formed, influenced, or changed, what the
    influencing factors are and what the leverage points for best results with lowest costs are.
    A considerable body of literature exists on consumption, consumer behaviour, and
    consumer decision-making process. The range of disciplines that address these questions
    from different points of view is quite broad - economics, business and marketing, social,
    and psychological studies of consumer behaviour, to name just the major ones.
    According to Fine (1997), “for economists,consumption is used to produce utility;
    for sociologists, it is a means of stratification; for anthropologists, it is a matter of
    ritual and symbol; for psychologists, it is the means by which to satisfy or express
    physiological and emotional needs; and for business, it is a way of making
    money”(Fine 1997).
    There is a range of studies that address consumer acceptance and attitudes towards more
    environmentally sound consumer behaviour, mostly coming from studies of car use,
    waste sorting and minimisation practices, recycling and other similar industries, see for
    example Steg, et al (1995), Aragón-Correa and Llorens-Montes (1996), and Guerin
    (2001) (Steg, Vlek et al. 1995; Aragón-Correa and Llorens-Montes 1996; Guerin 2001).
    For more than a decade now, this wealth of literature has also been applied to studies of
    consumer acceptance of environmentally sound products and services, e.g. Gatersleben
    (2001) and Rowlands, et al (2002) (Gatersleben 2001), (Rowlands, Parker et al. 2002).
    However, very few studies evaluated consumer acceptance of the concept of product
    service systems, i.e. consumption that is not based on ownership of goods, see, for
    example, studies that investigated consumer acceptance of car sharing schemes (Schrader
    1999; Meijkamp 2000), ski rental and washing services (Hirschl, Konrad et al. 2001).
    The lack of studies that measure customer acceptance of PSS depends on two main
    reasons. First, there are still not many PSS schemes being developed that could serve as
    test grounds. Second, some of the research that studied consumer acceptance, focused on
    adopter categories, habits, attitudes and intentions, rather than on actually measuring the
    satisfaction level with the service. The reason is probably that eco-services and PSS ideas
    have been promoted by environmental management researchers, engineers and designers,
    environmental marketing researchers, and to a lesser extent by sociologists, who hold the
    banner of research in customer satisfaction.
    This report is a result of the feasibility study that is a part of the project on Life-Cycle
    Approach to Sustainable Consumption, initiated and funded by the National Institute for
    Advanced Industrial Science and Technology in Japan (AIST) and supported by UNEP,
    Sustainable Consumption Unit.

    Literature Review 2

    Fruits are important components of a healthy diet, since they have low energy
    density and are sources of micronutrients, fiber, and other components with
    functional properties,Van Duyn MA, Pivonka E. Overview of the health benefits of fruit and
    vegetable consumption for the dietetics professional: selected literature. J Am Diet Assoc.
    2000;100:1511–21.
    The estimated levels of current fruit intake vary considerably from less than 100
    grams per day in less developed countries to about 450 grams in Western Europe
    (4). Lock K, Pomerleau J, Causer L, Altmann DR, McKee M. The global burden of disease
    attributable to low consumption of fruit and vegetables: implications for the global strategy on diet.
    Bull World Health Organ. 2005;83:100–8
    The fruit and vegetable intake among the population in India is about 100 gram per
    capita per day or less, compared to 300 grams consumed in Australia, several
    European countries, and the USA. Even so, the fruit and consumption in these high
    income countries are still less than the WHO/FAO recommended level of 400 grams.
    Pollack SL. Consumer demand for fruits and vegetables:Washington DC: Economic Research
    Service, US Department of Agriculture; 2001.

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