PROJECT PROPOSAL

PROJECT PROPOSED The project proposed is Diet Food Not Yet on Indians Menu, Taste Matters More.

DESCRIPTION OF THE PROJECT IN BRIEF The study is aimed to include all the aspects of Indian Taste and preferences currently prevailing in Indian market and also about test of preferred choice of Indian consumers for taste and diet conscious food. The project will be dealt as a part of marketing research where we will be trying to find out various factors that will affect consumers choice in food articles and hence a methodology will be conducted to arrive at some particular factors. PROBLEM STATEMENT As studied in Indian market the sale contribution of diet colas is only 2% as compared to the regular cola market, various other brands failed in Indian market after launch of diet conscious food and was not able to capture Indian market but if we look on to the changing preferences and lifestyle of consumers in India it has improved on a tremendous scale and hence a proper study needs to be conducted regarding the actual cause of Indians preferring taste over diet. MOTIVATION FOR THE STUDY We have observed here in campus and also in every corner of city the products which are specially launched considering the health aspect of people like the diet food products contributes to a lesser sale and also is not frequently shelved in stores for which the availability and visibility is low, also we came across an article mentioned in ET stating the failures of various diet product launches in India due to consumer taste preference over diet. Hence we felt it was of due importance to actually test for the reasons for such preferences.

RESEARCH OBJECTIVE To study the consumer preference for taste over health and to identify the factors which are driving such preferences. MARKETING OBJECTIVE 1. To study whether the companies should launch diet food products in India or should take a back seat. 2. Should the companies rethink about the target consumers? 3. Should the marketing agencies opt for more advertisement and promotion strategies for making people aware of such products? PROPOSED METHODOLOGY 1. Exploratory research : A focus group study is intended to be conducted for knowing the exact cause and the factors which should be involved as a part of study. 2. Descriptive research: A detailed study would be conducted with the help of questionnaire design which will further help in giving insights of consumer preference. 3. Blind test: A blind test will be conducted at the end of the study to understand the marketing objective and conclude regarding the result.

EXPECTED LIMITATIONS 1. Sampling error could happen because of the age and focus being paid only on the sample size being included in campus which includes only MBA students of IBS college. 2. Judge mental error might occur in concluding about focus group study. 3. Limited time period available.