Awareness, Perception and Satisfaction towards Neera Health Drink: Consumers Perspective

Health and wellness trend is booming both in Global and Indian markets. As Indian consumers are becoming more and more educated, they are showing more concerns about their health. Neera, an unfermented sweet sap from coconut flowers, is turning out to the latest organic food trend in Kerala. Neera is a delicious health juice containing sugar, vitamins and minerals. As the consumers have so many health drinks choices, Neera will need to fight very hard in order to achieve their share of throats. In this context the present study tries to analyse the customer?s attitude towards this innovative product in terms of their awareness, perception and satisfaction. The study is based on simple random sampling method whereby the data is collected from 45 consumers through a comprehensive structured questionnaire. The study also analyses the influence of demographic factors on Neera consumption. Analysis involves descriptive statistics, reliability analysis and various parametric tests. The findings obtained from the study will be useful for Neera manufactures to formulate new marketing strategies or to modify existing drink based on consumers? preference.