Usage and Attitude Study of the Fruit Juice Industry, Dubai & Recommendations to Brand Rani Based on the U&a Findings

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USAGE AND ATTITUDE STUDY OF THE FRUIT JUICE INDUSTRY, DUBAI & RECOMMENDATIONS TO BRAND RANI BASED ON THE U&A FINDINGS

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ACKNOWLEDGEMENT

We would like to thank Dr. Anand Agarwal for giving the opportunity to do the research and also guiding us very nicely through the whole process. We also are grateful to you for clearing all the concepts required for research in a great way. The guidance helped us in doing this research and accomplish the objectives that we had identified.

We also majorly thank our respondents and industry experts who took time out to respond to survey questions and share their insights which provided us a good direction and a better clarity on the defined objectives.

Regards

Group 6

RAM KUMAR

RISHI BHARTIA

SAURAV KUMAR SINGH

SUBHAM KUMAR
SYED MURTUZA
UDAY BHAMBRI

YAMINI KOTHARI

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Table of Contents

1        Introduction        4

1.1        Topic Selection        4

1.2        Scope of Research        4

1.3        Research Objectives        5

2        Secondary Research        6

2.1        Global Industry        6

2.2        UAE Market        7

2.3        Dubai        9

2.4        Competitive Landscape        9

2.5        About Rani        11

2.6        SWOT Analysis for Rani        12

2.7        Academic Literature        12

2.8        Frameworks        14

3        Research Methodology        17

3.1        Qualitative        17

3.2        Quantitative        19

4        Analysis and Interpretation        20

4.1        Factor Analysis and Interpretation        21

4.2        Cluster Analysis and Interpretation        21

4.3        Brand Image Analysis        27

4.4        Brand Recall        36

4.5        Cross-tabulation        38

4.6        Inferences        43

5        Conclusion        45

5.1        Conclusions and key learning        45

5.2        Outcome and Managerial Recommendations        45

5.3        Future scope        54

6        Appendix        55

6.1        Discussion Guide        55

6.2        Discussion Guide for brand Rani        57

6.3        Discussion Guide (for Customers)        58

6.4        Questionnaire        59