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This study aims to investigate the consumption pattern of aerated drinks and examine its determinants among adolescents’ boys and girls (15–19 years) in India.

The fifth round of National Family Health Survey (2019-2021) data was examined applying sample weights. Pattern of consumption and its determinants was analysed separately for boys and girls using binary logistic regression and calculating adjusted odds ratio (AOR) at 95% confidence interval.

The daily, weekly and occasionally consumption of aerated drinks was 4.4%, 22.7%, 63% for boys and 2.9%, 14%, 70.8% for girls, respectively. Factors such as secondary/higher education [Boys AOR = 1.5, (1.2–1.9) (p = 0.001); Girls AOR = 1.2, (1.1–1.2) (p < 0.001)]; rich wealth index [Boys AOR = 1.8, (1.6–2.1) (p < 0.001); Girls AOR = 1.3, (1.3–1.4) (p < 0.001)]; fried food consumption [Boys AOR = 11.1, (9.5–12.9) (p < 0.001); Girls AOR = 11.5, (10.8–12.3) (p < 0.001)]; and watching television [Boys AOR = 1.5, (2.3–1.7) (p < 0.001); Girls AOR = 1.3, (1.3–1.4) (p < 0.001)] were found significant predictors of aerated drink consumption among adolescents.

The authors noted differences in consumption pattern between adolescents’ boys and girls. A shift to occasional consumption from weekly and daily was also observed. A further decrease in consumption may requires gender and region-specific health-promotion interventions. Rationalising sugar-sweetened beverages taxation adhering World Health Organisation’s recommendation to reduce affordability may be further researched in the Indian context. Furthermore, sale and consumption of traditional and locally available fruits, vegetables and healthy beverages may be warranted.

COCO TANG India is an innovation-driven company. It takes inspiration from the humble coconut water that all of us are very familiar with and have drunk right from our childhood. The founders of the company, Dr Neelima, a dentist by profession and her husband Chaitanya who is a pharmacist have hit upon the idea of a coconut-based drink quite by accident.

When Dr Neelima was pregnant with her first child, the doctor advised her to take fresh coconut water. It was then that Dr Neelima discovered that fresh coconut water was a paradox, the water from a tender coconut is supposed to be fresh but in many cases is not as fresh as it should be. Coconuts are harvested from remote farms in Andhra Pradesh and sent to Hyderabad. And to top it all, the nutrition value of the coconut past its ideal window of consumption leaves a lot to desire. The price factor too is a dampener. It costs Rs. 25 to have tender coconut water in a metropolis like Hyderabad.

Dr Neelima and her husband developed the product idea from their search for a nutritious, healthy drink. Fresh, tender coconut pulp-based shakes, packed with nutrition, taste, health and at the same time make an aspirational product for the young, bubbly and restless youth of India.

This case deals with the problems, the trials and tribulations that these young first-time entrepreneurs faced and details the marketing efforts the young company is putting into survive in the dog eat dog world of fruit drink industry.

The case details the specific marketing-related problems the company faces and examines what the promoters are doing to overcome these problems, specifically related to the four Ps, that is, product, price, place and promotion. It looks in depth at the innovative marketing practices that COCO TANG India is deploying, including the use of the social media that enabled the COCO TANG India’s founder to win Junior Chamber International – Business Excellence Award for the year 2017–2018.

COCO TANG India is also the recipient of the Telugu book of records ‘certificate of national record’ as being the first brand to introduce Tender Coconut-based Mocktails and Milkshakes (A1).

The Report states that the population of Queensland continues to increase. In January 1947 it was estimated to be just over a million. There was an increase of 57,785. The population of Brisbane at the same time was 400,000 and the increase was 46,400. From these figures it seems that while the population of the State, excluding Brisbane, increased by less than 6 per cent the population of the capital city increased by more than 11 per cent. The Report remarks “ it is disturbing to find such a drift to the city as in the past Queensland had the lowest proportion of metropolitan population of any State except Tasmania.” “ Drift ” is the keyword to the statement just quoted. It suggests a sort of haphazard migration by twos and threes into the city with a corresponding decrease in the population of the countryside. This is surely not what the State of Queensland wishes to encourage. Queensland has an area of some six hundred and seventy thousand square miles and a population of a million and a half all told. Apart from mining and existing primary and secondary industries the State has unlimited pastoral and agricultural possibilities. With regard to agriculture, after allowing for districts difficult of access by present means of transport or naturally unsuitable, there remain great areas of excellent land only waiting for the plough to turn—things hoped for into things done. It is said in the Report that Queensland is “ the only place in the world where large numbers of white men continually perform hard manual labour without any coloured help whatsoever in a tropical climate.” Queensland is therefore a white man's country. It wants men who will go on the land and make good in some capacity or another. We judge that those who hanker after a town life are somewhat out of focus. Coloured labour is not wanted. Men from these islands would be welcome if suited by physique and by temperament for life on the land. Moreover they are followers of the political and social traditions common to the Australians and ourselves. In a word they would fit readily into the conditions of life they would find in Queensland. The alternative is to look for immigrants from Europe. From what the writer has seen in Europe and in the United States of such people, it seemed to him that they would require in many cases a good deal of licking into shape before they conformed to the social and other requirements of Anglo‐Saxon civilisation. It would in fact become a matter for the close attention of the Public Health Authorities. The administration of the Health Acts, 1937–46, and the local regulations based thereon, has always been limited in its scope due to the great area to be administered and with a staff, energetic and efficient as they undoubtedly are, are numerically unequal to the task. Thus in one case journeys of 4,000 miles had to be taken ; in another 7,700 miles and both by means of train, car, and boat. A mere recitation of the mileage covered is not the main point. Anyone living ten miles out of London and whose daily work takes him into London travels about the same distance every year, but the conditions of travel in the two are too obviously different to need more than passing mention. Hence visits by the health inspectors to the townships are short and “ in the country settled farming districts and small mining communities are entirely neglected and never receive assistance, advice, or any supervision.” It may be remarked that to the disadvantages arising from the shortage of technical help in the field must be added those due to shortage of labour and of materials of all kinds. The rat nuisance, perhaps danger is the better word, is always present. Control may be obtained here and there, but eradication is impossible. The Brisbane river frontages have had no rat proofing from 1941 to 1947. It is “ a big engineering job.” The war and shortages already referred to are the cause of the delay. Mosquito control is quite as urgent. The Government subsidy inaugurated in 1943 on a 50–50 basis by approved schemes of concreting, draining and so forth has up to date cost the Treasury £216,000—Brisbane has had about 70 per cent of this. The figure just given is a measure of the need for adequate control. The apparently high prevalence of malaria in the medical returns is largely due to the contraction of the disease by troops during their period of active service overseas.

The President of the Board of Agriculture has introduced in the House of Commons his long‐promised Bill for preventing the sale of butter containing large amounts of water, and the proposed measure appears to have been received with general approval on both sides of the House.

The way of thought and vision and memory is that they often come upon you unexpectedly, presenting nothing new but usually with a clarity and emphasis that it all seems new. This will sometimes happen after a long period of indecision or when things are extremely difficult, as they have long been for the country, in most homes and among ordinary individuals. Watching one's life savings dwindle away, the nest‐egg laid down for security in an uncertain world, is a frightening process. This has happened to the nation, once the richest in the world, and ot its elderly people, most of them taught the habit of saving in early youth. We are also taught that what has been is past changing; the clock cannot be put back, and the largesse—much of it going to unprincipled spongers—distributed by a spendthrift Government as token relief is no answer, not even to present difficulties. The response can only come by a change of heart in those whose brutal selfishness have caused it all; and this may be a long time in coming. In the meantime, it is a useful exercise to consider our assets, to recognize those which must be protected at all costs and upon which, when sanity returns, the future depends.

Diseases due to nutritional deficiencies might well be considered something from the poverty and grime of Victorian times and unknown to the people of this affluent society. It may come as a shock to many people, therefore, to learn that the rising incidence of rickets among the young in some of our big cities is causing grave concern; that iron deficiency anaemia, not altogether uncommon in women and in the undernourished but rarely of any great severity, is being found in a much more severe form in a great many West Indian infants, the hæmoglobin frequently not amounting to 50%; and that among the many skin lesions of coloured children there is at least the suggestion of riboflavin and perhaps other vitamin deficiencies. All this despite the blessings of the welfare state and a half‐century of local authority personal health services. It casts no reflection on these services, however; their work has resulted in vastly improved child health in this country, which speaks for itself.

Marketing, strategy, and integrated marketing communication.

The case is suitable for analysis in an MBA level marketing communication course where the theories of hierarchy of effects (HoE) models, push vs pull strategies as well as positioning strategies can be introduced. The case is suitable for analysis in an MBA level marketing course for the module on marketing communications/advertising and promotions.

Sanjay, the regional head of PepsiCo India (eastern region), had been tasked with the preparation of a support plan for a new communication campaign of Mountain Dew, a yellow-coloured drink in PepsiCo's soft-drink portfolio. He had attended a meeting at the headquarters where he had been briefed on the new national campaign roll-out for Mountain Dew – for the first time with celebrity association. While Mountain Dew had been growing its market share in other regions of the Indian market, the Eastern region had been unresponsive to the mass media image building campaigns. During the meeting, the various aspects of Mountain Dew's performance were discussed and Sanjay was asked to prepare a support plan for the national campaign that will help to increase revenues and market share of the brand in the Eastern region.

To understand the complexities of differential impact of integrated nation-wide communications on various segments of the market due to cultural variations, to understand the role of push strategy vs pull strategy in marketing communications, to understand the role of consistency in image between the trade and consumers perception, to understand the impact of celebrity endorsements, an introduction to the HoE communication models and their applications, to understand limitations of the HoE and Think-Feel-Do models in objective setting and understanding the uses of alternative models, to build a communication plan based on pull vs push strategy.

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The 58th Annual Conference of the Sanitary Inspectors Association was held at Margate from September 10th to 14th. Mr. F. Willey, Parliamentary Secretary to the Ministry of Food, addressed delegates on September 12th, when discussions were devoted exclusively to clean food. He spoke of the valuable work being done by local authorities, and regarded education as more than half the battle. Referring to the Food and Drugs Acts he said it was now being considered whether wider powers were necessary in order to keep abreast of current trends in the food manufacturing and distributive industries, with advances in sanitary sciences and practice, and with enlightened public opinion.

Rumors about products and brands are common occurrence in the marketplace. Often these rumors are shared among consumers using the word of mouth channel. The spread of these rumors is fast and can lead to significant consequences to products and brands. The purpose of this paper is to explore the dynamics of such rumor sharing behavior among consumers. Specifically, this paper investigates the role of positive affect and negative affect in rumor sharing behavior. Three key rumor characteristics (valence, involvement and credibility) are explored as antecedents to positive affect and negative affect.

The paper collects data from 236 respondents using Amazon MTurk, and conducts a PLS–SEM analysis to explore the role of positive affect and negative affect in rumor sharing contexts.

Both positive affect and negative affect were found to be significant factors leading to rumor sharing, furthermore positive affect was found to have a stronger influence on rumor sharing as compared to negative affect. The study also delineates the role of valence, involvement and credibility in rumor sharing scenarios, all of which have a strong role in shaping positive affect and negative affect.

The study is novel in using cognitive appraisal theory to illustrate the formation of positive affect and negative affect in rumor encounters. The study conclusively illustrates the role of cognitive appraisal and emotional experiences in the rumor propagation context, and advances the marketing scholarship’s understanding significantly.

Food—national dietary standards—is a sensitive index of socio‐economic conditions generally; there are others, reflecting different aspects, but none more sensitive. A country that eats well has healthy, robust people; the housewife who cooks hearty, nourishing meals has a lusty, virile family. It is not surprising, therefore, that all governments of the world have a food policy, ranking high in its priorities and are usually prepared to sacrifice other national policies to preserve it. Before the last war, when food was much less of an instrument of government policy than now—there were not the shortages or the price vagaries—in France, any government, whatever its colour, which could not keep down the price of food so that the poor man ate his fill, never survived long; it was—to make use of the call sign of those untidy, shambling columns from our streets which seem to monopolize the television news screens—“out!” Lovers of the Old France would say that the country had been without stable government since 1870, but the explanation for the many changes in power in France in those pre‐war days could be expressed in one word—food!