Exploring customers demands and habits of drinking fruit juice in hcm city vietnam master project in business and marketing management

HCM UNIVERSITÉ LIBRE DE BRUXELLES UNIVERSITÉ LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL SOLVAY BRUSSELS SCHOOL MB MBMMM

TRƯỜNG ĐẠI HỌC MỞ TP HCM

TRƯỜNG ĐẠI HỌC MỞ TP HCM UNIVERSITÉ LIBRE DE BRUXELLES UNIVERSITÉ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL SOLVAY BRUSSELS SCHOOL

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MBMMMMMM4444

NGUYỄN THỊ THIÊN HƯƠNG

NGUYỄN THỊ THIÊN HƯƠNG

EXPLORING CUSTOMERS’ DEMANDS AND HABITS OF DRINKING FRUIT JUICE IN HOCHIMINH CITY

DRINKING FRUIT JUICE IN HOCHIMINH CITY –––– VIETNAM VIETNAM VIETNAM

MAST

MASTER PROJECT ER PROJECT ER PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s NameTutor’s Name:::: Dr Nguyen Ngoc Hoa Dr Nguyen Ngoc Hoa Dr Nguyen Ngoc Hoa

Ho Chi Minh City

Ho Chi Minh City

((((20 20 2011110000))))

DECLARATION

This thesis contains no material that has been accepted for the award of any other degree of diploma in any university or other institution and to the best of my knowledge contains no material previously published or written by another person, except where due reference is made in the text of this thesis

In this study, the survey is conducted by professional interviewers, observed by

an independent quality controller and the author of this thesis Thus, it has high level of trust, confidence and agreement

This information source is strictly warned by the research company to use for limited purposes and not allowed to be spread out excepting for the jury of Solvay Business School and some marketing professionals including the MBMM tutor

I owe the greatest debt to my tutor, Prof Dr Nguyen Ngoc Hoa, his intellectual support and advice, continuous guidance, full of patience and enthusiasm, has kept me carrying out my thesis and writing up my thesis In spite of being very busy with his plentiful plans, Prof Dr Nguyen Ngoc Hoa has been very generous with his time, comments, suggestions and corrections on the draft of my thesis Without such guidance and assistance, I could not have finished my research and writing up this thesis on time

My utmost thanks go to my study group in MBMM4 class, who gave me endless experienced and mental support Also to my family, other colleagues and friends, who listened to my ideas and encouraged me in completing this thesis

I am ever more indebted to all Professors of Solvay Business School, my school, who gave me very interesting and great lectures This course gives me a lot useful and interesting knowledge that helps me much in my future career path Especially thanks

to Prof Bayern, chairman of the program, for his enthusiasm, support, and professionalism

TUTOR’S COMMENTS

TUTOR’S COMMENTS

Ms Nguyen

Ms Nguyen ThThThiiii ThThThiiiienenen HHHuuuuongongong tries her best to conducted the thesis on the topic

“Exploring Customers Demands and Habits of Drinking Fruit Juice In Hochiminh City”

The author has had a lot of efforts to gather information as well as to conduct a research to understand the demand and habit of consumers in drinking fruit juice The results and conclusions of the thesis with applicable recomendations are useful information for the people who want to enter the fruit juice shop business in Ho Chi Minh City

The thesis meets requirements of MBA thesis I suggest the committee should allow the author to present it to your kind perusal and consideration

Hochiminh city, Vietnam, December 10, 2010

Regards,

Dr Nguyen Ngoc Hoa

3 Overall BackgroundOverall BackgroundOverall Background 44

6 Data Analysis & ResultData Analysis & ResultData Analysis & Result 1616

16 Chart of Buying Fruit to process at home in field of leisure activities p.26

1111 EXECUTIVE SUMMARY: EXECUTIVE SUMMARY:

Despite fruit juice has been available for some time; it has never been as popular as other soft drinks, such as carbonates And despite fruit juice shop has been appeared several years ago, it also haven’t created interest to customers as other shops like restaurants, coffee shop, etc This study was concluded to find out if there is a demand of fruit juice shop in Hochiminh City and the drinking habits of customer This thesis is limited to Hochiminh City only because of some geographical, climate reasons that may affect to the demand of drinking fruit juice more than other locations

Conceptual frameworks was built in researches about usage of fruit juice all over the worlds, then develop to their economic value together with Stimuli – Response Model of Customer Behavior from Sandhusen, Richard L Therefore defining problems and create hypothesis for the demand and habit

of drinking fruit juice in Hochiminh City The research samples method is the mix of qualitative and quantitative with 200 to be delivered out and filled in

by 200 respondents which get 112 positive feedbacks with using fruit juice Descriptive and frequency analysis are used to analyze data

The result was found out that demands of fruit juice in Hochiminh City are obvious and customer’s drinking habit is very multiform Two kinds of shops are preferred by respondents and follow those are factors that customers require to the products Base on these readers will get recommendations for those who want to invest in this area

2 INTRODUCTION: INTRODUCTION:

We live in Hochiminh City, the largest city in Vietnam, where provide lots of work and attract many young people Ho Chi Minh City is the most important economic center in Vietnam as it accounts for a high proportion of Vietnam's economy With a population now 7,162,864 (as of Census 2009 on April 1, 2009) Ho Chi Minh City is in need of vast increase in public infrastructure Transportation here is extremely crowded and the environment is polluted with lots of vehicle The city has a tropical climate, specifically a tropical wet and dry climate The weather is usually hot can lead people to using of drink to refresh

These days our bodies need more vitamins and minerals than ever before This is because we work longer hours, are exposed to more toxic fumes from pollution and are under more stress than we used to be Eating fruit every day is a simple way of providing your body with these nutrients to ensure you are well equipped to deal with the stresses of daily life, and possibly protect you from illnesses in the future

It is no secret that eating fruit is good for you and has plenty of health benefits Generally, people who eat more fruit as part of a healthy diet are less likely to develop diseases such as diabetes, heart disease, Alzheimer’s and cancer, and they provide your body with all the nutrients it needs to fight other infections and repair cells, too

A diet involving regular amounts of fruit will provide your body with antioxidants to help prevent free radicals from attacking the body

There are some products from fruit, one of them is fruit juice 100% fruit juices are a smart addition to any well-balanced diet, providing vitamins and

minerals like potassium, vitamin C and foliate Fruit juice is also a convenient way for adults and children to help reach the recommended number of daily servings of fruits and vegetables

Despite fruit juice having been available for some time, it has never been as popular as other soft drinks, such as carbonates In 2009, with increasing awareness

of local consumers over health problems and attempts to control their calorie intake

by cutting down on carbonated drinks, this is a very good chance for other healthier drinks to step up Fruit juice is said to contain a lot of vitamins and added minerals which are very good for the heart and the skin

The demand and consumption of fruit juice in Hochiminh City is real There are many people, esp female using fruit juice in coffee shop, juice booth in shopping mall or even vendors in the streets Beside, % of people using fruit juice bottle like Minute Maid Teppy, Dr Thanh … are also increase The success of fruit juice brand such as Tan Hiep Phat, VFresh from Vinamilk is the evidence for that need

However, juicy juice shops where provide fresh juices are not too much and play no important role in consumer’s mind When talking about drinking shop, even with a fruit juice lovers they mostly remember coffee shops, bubble tea chains, street vendors or juicy bottles brands… but not a fruit juice shop

Knowing that situation, we start a project about Exploring Customers’ demands and habits of drinking fruit juice in Hochiminh City – Vietnam This project has ambitious to find demands and fruit juice drinking habit of customers in HCMC, which factors affect them most Therefore we can help enterprise who wants to invest in this area to find the best segmentation and plan for their business

3 OVERALL BACKGROUND OVERALL BACKGROUND::::

3.1 Scientific Research on Use of Fruit Juice:

If you enjoy a glass of 100% juice as part of your daily routine, chances are you also have fewer risk factors for several chronic diseases when compared to your non juice-drinking peers New research presented today at the Experimental Biology (EB) 2009 meeting highlights this association among adult men and women, with evidence showing that 100% juice drinkers were leaner, had better insulin sensitivity and had lower risk for obesity and metabolic syndrome - a cluster of conditions that increases risk for stroke, heart disease and diabetes From the National Health and Nutrition Examination Survey (NHANES) 1999-2004 - an ongoing data collection initiative through the Centers for Disease Control and Promotion

We all know how fruit mean good to us Fruit juices, as another step, are the development of drinking habit, from eating fruit to drinking fruit juice There are many studies about the uses of fruit juices overseas, from a French scientist who declares that fruit juice may have benefits over whole fruit, according to their research in the April 2008 issue of Molecular Nutrition and Food Research

The researcher hypothesized that juicing might affect the content of phenolic compounds, which are powerful antioxidants contained in fruits To test their theory, along with a control group, hamsters were fed either grapes, grape juice, apples, apple juice or water, along with a high fat diet known to promote atherosclerosis in these animals (Atherosclerosis is the buildup of fatty plaque deposits in the arteries that can lead to heart attacks or strokes)

About the research, Decorde's team writes that it, "provide encouragement that fruit and fruit juices may have a significant clinical and public health relevance."

The researchers also note that their findings suggest that the phenols contained in foods have a direct effect on its antioxidant properties, along with other antioxidant compounds such as vitamin C and carotenoids

There are other studies in cancer research, which found that eating fruit and drinking fruit juice help to defense cancer according to the nutritional components of fruit Cancer is proving to be a disease of lifestyle, environment, and culture, and not

a condition caused by a genetic factor, microbe or germ

A research by Joanna Verdan said that At least 70% or more of your nutrition should come from fresh fruits and vegetables eaten in their RAW state Juicing is a great way to easily add more vegetables to your diet - especially the green leafy vegetables, such as spinach, kale, lettuce, cabbage, parsley, celery, and other that are essential to our well being We must also limit consumption of acid-forming foods like cooked proteins, heated oils, fried foods, processed foods We cannot expect to be healthy and cancer-free if we regularly consume unhealthy foods, even

if we also eat large quantities of fruit and greens We all can achieve many health benefits of juicing by drinking green juices and smoothies

3.2 Business potential of Fruit Juice Market:

We are finding potential of fruit juice market, a report from MINTEL, a worldwide leader of competitive media, product and consumer intelligence, compare fruit juice market as an appealing squeeze This research based in Britain market, which shows a new era for fruit juices, as Britain's increasing demand for high quality, natural and healthy produce revolutionizes the market Fruit juice

market is more and more developing in Britain: “Trends towards healthier eating as well as an increasing interest in more natural, organic products are key reasons for the phenomenal growth we have seen in this market What is more, British consumers are now demanding more top quality, premium products and produce with added vitamins, minerals, and functional ingredients such as soy or omega-3 Healthy living is a growing trend and people just can't get enough of these kinds of products," comments James McCoy, senior market analyst at MINTEL

They also mentioned about Juice Bar can considered as The New Coffee Shop Revolution The off-trade (supermarkets etc.) still dominates sales of fruit juice and juice drinks, with 80% of the market, but the on-trade (pubs and restaurants) has experienced the stronger growth, having grown by over 30% between 2002 and

2004 The on-trade has benefited from increasing health concerns among consumers

in particular binge drinking There is also a greater awareness of the dangers of drink-driving (and of the stringent penalties for doing so), which have both contributed to the occasional drinking of fruit juices or juice drinks in preference to

an alcoholic beverage Juices are also often drunk as a mixer in alcoholic drinks

As these are research overseas and to apply for their country but we could use these theories for the model of Vietnam in general and Hochiminh City in specific, as HCMC is the most developed city and the most rapidly integrated with international trends in Vietnam

3.3 Overall Background about Fruit Juice Market in Vietnam:

Hot weather immediately drives away the gloomy market of soft drink The Number-1-position of carbonated drink is currently shaking, on the way being replaced by natural original drink

However, as a report by Vietnam Business Forum Fruit juice soft drink manufacturer just supplied 18% demand of the market; the rest is for other fruit juice

supplier With the low price advantages, fruit juice from street vendors are accepted

by consumers although they won’t have guarantee from any quality assurance organization

As one of the top 5 fastest developing market of non alcoholic drink in the world, each Vietnamese person use 3 liters of non alcoholic soft drink per year, whereas this number in Philippines is 50 liters per year According to the new research of Department of Research and Development of Chuong Duong Company, each year, Vietnamese consume more than 500 millions lit of soft drink

Fruit drink market at Vietnam increase a lot, meet nearly 30% / year The sales report from Bidrico Company show that, nearly 50% HCMC consumers are changing to fruit juice, vitamin with less sugar and natural flavors

According to TNS, demand of consume fruit juice with bring nutrition and healthy to customers are increasing in Vietnam This market has huge potential for investors to exploit and develop

The need of fruit juice in Vietnam is obvious A report from www.foodbycountry.com provides that climate influence in cuisine and also drinking habit of citizen What people eat / drink is influenced a lot by environment and climate According to that website, we found that: “The south, where the climate is conducive to a long growing season and where more ingredients are available, the typical diet contains a wide variety of fruits and vegetables In the south, sugar and sugarcane are used more often than in the north.” The website also shows that Lemon Soda is one of the typical drinks of Vietnam besides Vietnamese coffee

Then the researcher also come to study about trends of using fruit juice in Vietnam in general and HCMC in specific, as HCMC is the most developing city and there are many manufacturers, business enterprises located here The most

imposing project considered from Euromonitor which help us to have the overview

of Fruit / Vegetable Juice Market in Vietnam This report is cover all the fruit products include: 100 juice, nectars, juice drinks, and fruit flavored drinks There are some blue chips on bottled fruit juice mentioned such as: Tan Hiep Phat, Vinamilk, Tribeco, to prove that fruit juice play more and more important role in recently market

Figure of Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2004 – 2009

Euromonitor, May 2010

Figure of Company Share of Fruit Juice in by Off-trade volume 2005 – 2009 – Euromonitor, May 2010

Smaller projects are thesis of oversea master program from Vietnamese students Ms Do Thanh Huong, University of Zwickau, Gernany had a research about fruit juice in Vietnam The research base in ages, monthly income and relaxing habit to find customer’s frequency of buying fruit juice The research has more coverage in juice drink when focus in brands of fruit like VFresh, Number 1,

Le Fruit, Wonderfarm This research also indicates that Vietnamese people are more and more interested in nutrition juice which is natural and helps to have good health1

In retails fields, the market is very crowded An article from Vietnamet showed the new trend of market which the rising of non carbonated soft drink The report showed quotes from some big brands in Vietnam such as Coca Cola, Pepsi,

Tribeco, Tan Hiep Phat, provided that juicy market have developed recently In the past few years most of our soft drink is carbonated Nowadays, aware that market tendency move to fruit juice, because of its benefit to health and beauty, enterprises are investigating in this field Coca Cola has Minute Maid Teppy, Tribeco has Canxi Somilk, Vinamilk has VFresh, Tan Hiep Phat has Dr Thanh, O2, C2 … With the change of market’s demand, local soft drink manufacturers immediately change a produce structures The big players like Vinamilk, Tribeco, Wonderfarm have launched to market many kinds of fruit juice: apple, mango, grapes, etc … to meet customers’ need Currently, soft drink enterprises already increased production to 20% in comparison with last years Vinamilk increase 30% production of VFresh, Pepsi also up to 30% production for non-carbonated soft drink The importers also diversify products with mass of brands like Ligo, Welch’s, Regain, Berri, Dwritt … Other companies also promised to invest in fruit juice products, esp ones which have refresh use like artichoke, dwarf sugarcane, ginseng, waky pumpkin

Many of them are very successful which means the market are accepting that kinds of products This is a huge and blooming market these years

4444 LITERATURE REVIEW LITERATURE REVIEW::::

Exploring demands of customer needs to find customer buying behavior Consumer behavior is the study of when, why, how, and where people do or do not buy a product It blends elements from psychology, sociology, social anthropology and economics It attempts to understand the buyer decision making process, both individually and in groups It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants

It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general As you might guess, factors affecting how customers make decisions are extremely complex Buyer behavior is deeply rooted

in psychology with dashes of sociology thrown in just to make things more interesting Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made But those who have spent many years analyzing customer activity have presented us with useful “guidelines”

in how someone decides whether or not to make a purchase

Below is the Model of Customer Behavior from Sandhusen, Richard L.: Marketing (2000, S 218)

With this kind of products, we don’t need much technology and political is also not a problem, then we will analyze customer buying attitude through 4Ps and Economic, Social Factors

4.1 DEFINING PROBLEMS:

Although the market is huge, fruit juice drink seem not to have much market share in HCMC First of all, as state above: “In the south, sugar and sugarcane are used more”, people usually like vitamin juice, that called “sinh tố”, a kind of fruit juice but added some milk and sugar Leaving the healthy aspect behind, some customers stated the natural juice isn’t delicious like others products made by juice Then the recipe of 100% natural food drink have problem also

Furthermore, consumers seem to intend buying fruit juice to enjoy at home They can buy bottled fruit drink to put in frig, or buy fruit to make at home They might don’t like to gather in a shop just for enjoying fruit juice There are not much fruit juice shops in HCMC Besides, most of the juicy drinks are integrated in menu

of coffee shop or restaurant, some spend time in vendors As a drink, juicy fruit shop can have direct competitors from other fruit juice, or an indirect competitors like coffee shop, vendor in the market and natural soft water / drink like 02 green tea

Furthermore, as state above: “In the south, sugar and sugarcane are used more”, people usually like vitamin juice, that called “sinh tố”, a kind of fruit juice but added some milk and sugar Leaving the healthy aspect behind, some customers stated the natural juice isn’t delicious like others products made by juice Then the recipe of 100% natural food drink have problem also

In summary, the potential of fruit juice shop market in HCMC will bear the following problem: “Is the consumers want to have fruit drink at home and don’t want to join at a shop or just because the internal of products such as product is not delicious or these current shops don’t have much marketing plan to promote themselves.” This project is to solve the below hypothesis:

5 Does customer prefer a takeaway model for a fruit juice chain of shop?

6 Do we need to focus in the delicious aspects of products by adding more ingredients to fruit juice, wine, milk, sugar, etc

7 Are there any other benefits / added value to a fruit juice shop to make the project possible?

4.3 OBJECTIVES:

1 To analyze level of demands of fruit juice in HCMC

2 To find fruit juice’s customer drinking habits

3 This document provides an overview and basic suggestions to those who want to invest for a fruit juice shop

5555 RESEARCH DE RESEARCH DESIGN & SIGN & SIGN & METHODOLOGY METHODOLOGY METHODOLOGY

Base on hypothesis statement, a questionnaire with 20 questions is designed base on the following variables: Age, Knowledge, Professionals, Lifestyle, … and independent variables: price, services, ways of drinking, etc…

5.1 In-depth interview allows person to person discussion, these person are those who selected as they loves drinking fruit juice This interview leads to increased insight into people's thoughts, feelings, and behavior on this product This type of interview is often unstructured and therefore permits the interviewer to encourage an informant (respondent) to talk at length about the topic of interest We use this interview to find factors concern to the products, then insert to the questionnaire for an email and telephone surveys with a bigger quantities of respondents

5.2 A quantitative research is conducted from 200 samples in HCMC The respondents will fill in the questionnaires sheet by themselves

Convenience method of sampling is used in this quantitative research because this is the exploratory one where the researcher is interested in getting an inexpensive approximation of the truth As the name implies, the sample is selected because they are convenient This nonprobability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample Then we will define exactly who the one in our target respondents are Samples are 70% female and 30% male All of them are from 15 – 35 years old

200 sheets of questionnaires will be delivered to:

a Students from high schools, universities: 30%

b Executives from companies: 30%

c Random interview in stylish coffee shops, drink corners at shopping malls, supermarket, vendor: 30%

d Others: residential area, industrial park: 10%

As theory of customer buying habit, social factors affected in customer habit, then the samples are well-selected from the above categories of professional to define the need of products in these groups of customers

Fieldwork is conducted in one day of each categories of samples in order to avoid the overlap of respondents

With quantitative research, we just focus on demand of fruit juice, frequency

of using it and their knowledge about nutrition

5.3 A qualitative research continue after information have been collected for people interested in juicy fruit drinking to gain a better understanding aspects influence in their habit of drinking juice These samples are those who join the quantitative research and have positive feedback with the product The research is to define what is top of mind fruit shop brand in HCMC, what are the key factors in choosing a fruit juice shop and what are the add valued to compete with other drinking

Samples can be delivered through mail and telephone surveys Participants returned completed form to the researcher by replying email or answer to the interviewer through telephone Survey is also uploaded into this link https://spreadsheets.google.com/viewform?formkey=dG5uUUdUQV9WV2Jydm4xdFRtRUtGcFE6MAand submits to researcher

Research method process can be summary in chart below

Indepth Interview

- Find thoughts, feelings, behavio urs about products

Chart of level of research method process

Questionnaires: Attached in Index

6 DATA ANALYSIS & RESULTS DATA ANALYSIS & RESULTS

After in-depth interview, we found some main aspect respondents concerned about fruit juice They drink fruit juice because they know about advantages of it They do fruit juice at home They always order fruit juice whenever go to a drinking shop Most of them drink iced, no sugar fruit juice and sometime they like to mix fruits together

As state below, there are not much fruit juice shops in HCMC Evidence is when being asked to show the name of fruit juice shop they come, most of respondents give a blank Some of them don’t remember exactly the name However, we still find 2 “brands” that were mentioned more than others It’s Juice Station in Nguyen Tri Phuong Street and a takeaway shop in Bui Thi Xuan Street I did spent some time to be in Juice Station, it’s mostly fruit juice, not 100%, designed

for teenagers, also deliver takeaway Drinks are so far so good In general it’s more like a bubble tea shop for teens cannot compare with coffee shop

Data was collected from 200 samples 21 of them did wrongly and added in more 21 for the lack Reject 88 samples said they didn’t use any fruit juice, don’t want to use and didn’t find interested in them This group is mainly below 15 (44%) and more than 35 years old (29.5%) Mainly reasons (81%) for not using these products is: They think it’s not delicious than other kinds of drink, although it’s healthy, they can find other ways get health, not by drinking fruit juice Another reason is: they don’t know, never try, and don’t have very interest to try in the future

112 other samples have neutral / positive thinking about fruit juice Details are 48% of them are from 15 – 25 years olds in comparison with 52% from 25 – 35 Most of them have diplomat or bachelor qualifications (76%), 10% have higher educations and 20% are students from high school or lower

Chart of level of education

Chart of level of professional

We are very selective when choosing respondent We are using method of convenience sampling as most of the people who know about fruit juice advantage need to have a little knowledge about nutrition They might be our target customers

in the future That’s why most of them are at least high school educated and have a stable work

And what our respondents do at leisure time They mostly spend their leisure time on gathering such as meeting friends at coffee, bar, etc … watch movie together, then fruit juice shop can be another chance to this kind of group They also read magazines to update information, chatting and surfing internet for networking Therefore, they should know about usage of fruit juice through these channels and spread out by these also

Chart of Things doing at Leisure Time

6.1 Demands of Fruit Juice:

83% of respondents said that they already use fruit juice more or less The other 17% not yet use but will try in the future Then, all the respondents are willing

to use fruit juice somehow

Resume talking about purchasing ratio, 75% of respondents said that besides them, there are also their siblings use fruit juice in some ways By any means this could create more chance for a fruit juice shop as they might need a place to go together This results define that there can be more customer besides those respondents

Reasons of using fruit juice are stated with 3 factors: Good and healthy products, Refresh products, Delicious products Respondents can choose more than 1 option 79% of them use it for healthy purposes 25% samples use it as refreshment, and delicious factors is the least choices Therefore, we know that people know the benefits from fruit juice They use it because of nutrition and healthy, not because

it’s delicious Refreshment purpose can be considered but just a secondary factor in comparison with good and healthy purpose

Chart of Purpose for Using Fruit Juice

6.2 Frequency of Buying / Using Fruit Juice:

Then we focus on 83% of respondents, who already using fruit juice more or less to analyze the level of fruit juice purchase and use This both elements are too fragmented Respondents don’t buy and use fruit juice usually when just 3% declare that they use it daily They also don’t use it least than once per month (13%) Regularly is 2 -3 times/weak which means 1 day use 1 day off (25%), or weekly, 2 -

3 times/month (20% each) As this result, we know that there are the demand of purchasing and using fruit juice, not much as daily, but frequently in average of once per week

Chart of Frequency of Buying / Using Fruit Juice

6.3 Types of Using Fruit Juice Glass (Products):

Now considering the elements from products, also customer’s habit of drinking fruit juice, we list out all the products specifications People can drink fruit juice with iced, or cold without iced by putting in refrigerator, without ice, mixed with wine, have some sugar, mixed with other flavors, mixed some fruit together, etc

… Nearly half of respondents wants to drink cold, with or without ice, but should be cold 30% wants to mixed fruit together 15% wants no ice, no ice, purity Others elements like mixed with wine, other flavor, more sugar are not major Then, we can concluded consumer expect a specification of fruit juice glass is iced, can mixed lots

of fruit together, flavors, wines or sugar are not the main taste

Chart of Attitute of Drinking Fruit Juice

Consumer’s habit of using fruit juice is a very important element 70% of respondent said that they use fruit juice whenever they want, other time frame such

as after a meal, afternoon or evening isn’t a matter Moreover, 30% of them stated that they use when thirsty So, there’s no specific time affects in drinking habit People drinking fruit juice whenever they want and when they’re thirsty Hence, the drinking time is not a strong element

Chart of Time for Drinking Fruit Juice