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A Study of Consumer Awareness and Distribution Strategy for the Premium Functional Beverage Segment
Survey Description
Dear Respondent, 
I am an MBA student conducting research on consumer awareness and distribution channels for premium functional beverages (kombuchas, cold pressed juices, probiotic drinks, etc.) as a part of my On the Job Training. 
Your responses are kept completely confidential and will be used solely for academic purposes.
This questionnaire will take 3-5 minutes to complete.
Thank you sincerely for your time.
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A Study of Consumer Awareness and Distribution Strategy for the Premium Functional Beverage Segment

*
Which of the following functional beverage categories are you aware of ?[Checkboxes]
Kombucha (fermented probiotic tea drink)
Raw juices
Probiotic drinks (other than Kombucha)
Protein shakes
Ayurvedic/herbal drinks
Energy drinks 
Other: (Specify)
*
How did you first come to know about functional/health beverages ?[Checkboxes]
Social Media
Friends/family/word of mouth
Blogs/websites/podcasts
Cafe/restaurant/hotel
Supermarket/retail store shelf
Quick commerce (Blinkit,Instamart,Zepto,etc)
Other: (Specify)
*
How would you describe your general awareness about health and functional beverages ?
Totally Unaware
Totally aware
*
Which of the following functional beverage brands have you heard of ?[Checkboxes]
Borecha
Toyo Kombucha
Raw Pressery
Jimmy's cocktails
Paper boat
Other: (Specify)
*
On a scale of 1 to 5, how well informed do you feel about the health benefits of functional beverages ?
Not at all informed
Extremely informed
*
How frequently do you purchase premium health/functional beverage ?
Daily
2-3 times a week
Once a week
2-3 times a month
Rarely
Never
*
What is your average spend for purchase on a premium functional beverage ?
Below ₹50
₹51 – ₹100
₹101 – ₹200
₹201 – ₹350
Above ₹350
*
What are the primary factors that influence your decision to purchase a functional beverage ?[Checkboxes]
Health benefits/probiotic value
Taste and flavour
Price/affordability
Brand reputation/trust
Attractive packaging 
Recommendations from friend/family
Social media influence
Availability/easy to find
Other:(Specify)
*
In what type of situation do you most commonly consume a functional/health beverage ?
As a daily health routine
As a meal accompaniment
Post workout/physical activity
When eating out at a cafe or restaurant 
As a party/social occasion drink
When travelling
Other:(Specify)
*
From where do you most commonly purchase your functional/health beverages ?
Supermarket/hypermarket
Modern trade/Specialty store
Online-brand website/app
Online (E-commerce)
Local kirana/general store
Cafe/restaurant/bar
Hotel/resort
Gym/fitness centre
Do not purchase
*
In your opinion, how important is the availability of the functional beverage in your preferred location ?
Not Important
Very Important
*
Which of the following communication channels most effectively makes you aware of a new health beverage brand ?
Instagram / YouTube Reels / Influencer posts
Television advertisements
In-store display / sampling at outlet
Health blogs / podcasts / articles
Word of mouth from friends / family
Email or WhatsApp promotions
Doctor / nutritionist recommendation
Outdoor advertising (hoardings, transit ads)
*
Select from the following attributes what you prefer more in a functional/health beverage brand ? [Checkboxes]
Natural / organic ingredients
Clear labelling of health benefits
Low sugar / no artificial preservatives
Variety of flavours
Affordable price point
Made in India / local brand identity
Sustainable / eco-friendly packaging
Probiotic / gut-health benefit
*
Would you recommend a functional beverage brand you like to your friends or family ?
Not at all
Definitely Will
*
What is your age group ?
Below 18
18-24
25-34
35-44
45 and above
*
What is your gender ?
Female 
Male
Other
Prefer not to say
*
What is your current city of residence ?
Metro city
Tier 1 city
Tier 2/Tier 3 city
Town/Rural area
*
What is your occupation ?
Student
Working professional
Business owner
Freelancer
Homemaker
Other:(Specify)
*
What is your highest educational qualification ?
Higher secondary
Graduation
Post graduation
Doctoral degree
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