A Comparative Study on Consumer Preference towards Carbonated and Dairy Beverages in the City of Lucknow

Abstract

The food and beverage industry are one of the many fastest-growing sectors in India. Rise in Income level and urbanization has led to a changed lifestyle and there has increased the demand for carbonated beverages across all ages and socio- economic groups of India. However, there is an increasing consciousness towards health, post-Covid. As a result, it has been observed that despite the overall increase in carbonated beverage demand, the preference is shifting towards natural drinks that include fruit juices and dairy-based beverages. Thus, this paper is an attempt to find out consumer preferences for carbonated and dairy-based beverages among the youth of Lucknow. This paper also tries to determine the factors that influence the consumption of carbonated or dairy-based beverages. The sample included 141 active respondents in the age group of 15 to 29. The consumer preferences were identified by a structured questionnaire and captured in 16 factors of preferences. This research found that people are accepting the negative effect of carbohydrate beverages on health, and they are shifting their choice to dairy-based Beverages.