BRAND PREFERENCE AND THE PURPOSE OF USING MALTED FOOD DRINKS: A FIELD STUDY IN KANYAKUMARI DISTRICT, SOUTH INDIA

S. Shiny; C.Eugine Franco

doi:10.29121/granthaalayah.v5.i4(SE).2017.1951

Authors

S. Shiny Research Scholar (PT) & Asst. Professor of Commerce, St. Xavier’s College, Palayamkottai, India
Dr.C.Eugine Franco Associate Professor of Commerce, St. Xavier’s College, Palayamkottai, India

DOI:

https://doi.org/10.29121/granthaalayah.v5.i4(SE).2017.1951

Keywords:

Health, Consumer, Human Being, Preference & Malted Food Drinks

Abstract [English]

Health is Wealth and is a valuable treasure of one’s life; hence it is the duty of every human being to safeguard his or her health very carefully to preserve health with nutritious food. Nutritious food is very much needed in order to maintain our body health. Health drinks are good nutrition drinks for all categories of people to maintain good health and the health food drinks are popularly used as a milk additive for better nutrition and taste. Health food drinks are added to the diet to boost overall health and energy, to provide immune System support and reduce the risk of illness and age related conditions, to improve performance in athletic and mental activities and to support the healing process during illness. In this context, this study is going to analyse Brand Preference and the Purpose of Using Malted Food Drinks: A Field Study in Kanyakumari District, South India.

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