Brand Prefrance Survey

7/31/2019 Brand Prefrance Survey

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BRAND PREFRANCE SURVEY- TEA

The Indian tea is an epitome of taste, warmth and happiness. Tea brings cheers and this fact is well

known to tea lovers all over the world being the largest producer of tea in the world India also

consumes large amount of tea. "Chai" as tea beverage is known in India hasbecome an essential part

of daily life.

BY: MENTOR:

Bishwajeet Jha 22 P.Satish Chandra

Geethika Reddy 23

Kunal Manek 47

Moumita Datta 48

Maneesh Mallam 44

ITM WARANGAL 13-04-12


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ACKNOWLEDGEMENT

Nothing can be gained or acquired without hard work which leads to success. The success of my survey

work is the amalgamation of my hard work and co-operation of respondents, who delivered their precious

time without any hesitation. I do not have adequate words to convey my emotion rather than feeling of

gratitude, for the people who helped me in making my survey report purposeful. I take the opportunity to

convey my sincere gratitude to my research mentor SATISH CHANDRA sir for his helpful guidance during

my survey period.

First of all I would like to thank god and my parents who showered their blessing upon me in each step of

my survey & I express my deep sense of gratitude DR.T.DAYAKAR RAO, Director of ITM Business school,

for providing a great support.

I am highly thankful and immensely obliged for his constant guidance and words of inspiration. Last but not

the least, I specially wish all my friends a vote of thanks as without their valuable supports this report

would have not been possible.


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1. INTRODUCTION

2. SUBJECT of the PROJECT

3. OBJECTIVES of the PROJECT

4. METHODOLOGY USED

5. ANALYSIS & FINDINGS

6. SUGGESTION

7. CONCLUSIONS

8. LIMITATIONS

9. APPENDIX


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INDIAN TEA

The Indian tea is an epitome of taste, warmth and happiness. Tea brings cheers and this fact is well known

to tea lovers all over the world being the second largest producer of tea in the world India also consumes

large amount of tea.

"Chai" as tea beverage is known in India has become an essential part of daily life.

India produces finest tea leaf in the World and the Darjeeling, Assam and Nilgiri tea are becoming very

popular all over. The range of teas in India consists of premium much in demand Darjeeling tea leaf from

Darjeeling tea estates in West Bengal, the strong Assam tea leaf and brisk Nilgiri tea from Southern India.

Each of the tea producing regions in India has their unique and distinct taste of which the tea drinkers

know best. The varieties in India are the white tea leaf, black tea, green tea, and organic tea. Though

consumption of the black tea leaf is wide spread, the green tea is also becoming popular for its taste and

healthy properties.

In 1780

Tea cultivation experimented in India with seeds from China by Robert Kyd. Robert Bruce(1823) discovered wild tea plants growing in Upper Brahmaputra Valley.

May 1838 Tea from Assam sent to England for public sale for 1st time.

India ---the second largest tea producer and consumer in the world. India ---produces some of the world's finest teas.

Thefamous specialty flavors are Darjeeling tea and Assam Tea from the north and Nigeria tea from

the south.

Some of the features of Tea Industry are mentioned below:-

Labor intensive

Productivity and quality

Long gestation period

Perishable in nature and demand is relatively inelastic to price.

Organized agro industry

Provides gainful direct employmentto backward and socially weaker section of the society.


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Tea plantations in India -mainly located in rural hills and backward areas of North-eastern and

Southern States

India has dual manufacturing base-produces both CTC and Orthodox teas in addition to green tea.

MAJOR PLAYERS IN INDIAN TEA INDUSTRY

BRAND PREFRANCE SURVEYOF TEA

RESEARCH OBJECTIVE:-Complete overview of Tea Industry in India.

To know the preference of particular tea brand by consumer.

To understand the various factors that contributes to purchase of particular brand.

To know about the various methods of consumption of tea in India.

To understand the reasons for consumption of tea by people.


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To understand the satisfaction level of the brand used by the consumer.

TYPE OF RESEARCH: - Analytical and Descriptive

DATA COLLECTION METHOD: - Primary Data bySurvey Method

SOURCES OF DATA: - Questionnaires & Interviews

Graph

Bar Diagram

Tabular Form

Respondents were of the AGE GROUP between 20-50

Income pm

25000 37 37%

once a day 6 6%

twice a day 51 51%

more than twice a day 38 38%

occasionally/rarely 4 4%


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Reason for consumption

Brand Specific

Preference of Tea

Its a regular habbit 38 38%

Its good for health 21 21%

Its refreshing 51 51%

Other 4 4%

yes 59 59%

no 41 41%

Flavored 45 45%

Plain 44 44%

Green Tea 19 19%

Herbal Tea 12 12%


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Preferred Brand

Alternate Brand

Role of Social Status

Tata Tea Gold 31 31%

Brooke Bond Taj Mahal 12 12%Brooke Bond Red Label 26 26%

Tetley Tea 18 18%

Lipton Tea 11 11%

Taaza,Waghbakri,Pataka,Loose Tea...others 9 9%

yes 49 49%

no 51 51%

Tata Tea Gold 16 16%

Brooke Bond Taj Mahal 23 23%

Brooke Bond Red Label 26 26%

Tetley Tea 13 13%

Lipton Tea 10 10%

Taaza,Waghbakri,Pataka,Loose Tea...others 18 18%


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Satisfaction Levels

It tastes good 45 45%

It smells good 22 22%

It is relaxing/energetic 39 39%

It gives a social message 7 7%

I like it's Ad 5 5%

I don't give it much thought 14 14%

Higly Satisfied 33 %

Satisfied 52 %

Not so satisfied 13%

Not satisfied at all 2 %

Never- I'm Brand Loyal ! 24 %

Rarely/Seasonally 46 %

Quite Often 16 %

Frequently- I'm like to try new things! 14 %


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Just for change 32 %

This is better than previous one 13 %

Seasonal change e.g flavoured/ice tea in summers 23 %

This is less expensive 19 %This had an offer associated with it at the time of purchase 19 %

I like the social message it gives 4 %

Other 3 %


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The questions asked in the survey were related to our research work regarding the

brand preference of tea. The aim was to know that which brand is preferred mostlyby the people and we also tried to understand various aspects related toconsumption of tea. We took the sample size of 100 people and with the help ofquestionnaire prepared we tried to find out necessacary information. The detailedanalysis of the findings is as follows.

Respondents were of age 20-50 and they supported us in getting the answers.Through the analysis of the data obtained that people mostly like to consume teatwice daily and even most of them is not sure about the reason of consumption of

tea.

Through the analysis we came to know that the most preferred brand is TATA teagold and in the absence of visibility people switches over Brooke bond Red Labeltea and most of them agreed over the point that social status doesnt play any majorrole in purchase of tea.

Most of the people using the preferred brand is satisfied from it and the reasons forsatisfaction is the good taste given by the brand they use and mostly due toseasonal effect or non availability is the reason for switching on to another brand.The reason given by the people for shifting to another brand varied between just fora change to seasonal effect and offer associated with the alternate brands. Peoplealso agreed that they like having tea mostly at home and next best option was at


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Office and cafeteria. The people going for cafeterias were mostly young people andthey agreed tea is the best for passing the time. The ratings given by people on thefactor related to purchase of tea like price, visibility, offers associated, taste andimpact of ads helped us to understand maximum about the factors influencingpurchase and consumption.

One of the most important for going for a particular brand is taste given by the tea ofthat brand and at the same time price was not considered as important factor at thetime of purchase. This helped us to infer that people give more preference to qualitythan on pricing.

Next thing was that the visibility of product at the time of purchase plays a key roleand generally people find the impact of advertisements on their buying behaviour.From this we can infer that the messages given by the advertisements of different

brand helps the people to decide for a particular brand and affects their buyingbehaviour.

Next thing was the offer given by different brands also motivates the people toswitch to alternate brand at the point of purchase.

Although the survey was done with a limited number of people but it helped us infinding a lot many things related to our research. On the basis of our findings andanalysis we would like to suggest the following points.

We can go for a wide base of population as sample for more accurate results.

We can go for other methods of survey instead of questionnaire like onlinemethod as well as telephonic methods of survey for faster and accurateresults.

We can take a wider area into consideration to reach a large mass of people.


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With the help of the research conducted by our team we were able to understand various

facts related to tea. We were not only able to understand about the most preferred brand butalso were able to unearthen various facts related to purchase and consumption of tea. We

came to know about the various reasons which led to switching of people to alternate brands

and also we were able to know about factors like price, offers, visibility of product in the

purchase of product.

At last we can say that whatever is the pattern of consumption and whichever be the

proffered brand tea is considered as the best alternative for refreshment as well as for time

pass. It is consumed by every section of the society and its fragrance has dissolved in all

parts of the country.

Though this study provides better knowledge about the tea industry but still it has somelimitations.

Following are the main limitations:-

1. Due to lack of knowledge, study could not be so deep.

2. Due to short time span, study could not be so deep.

3. Due to data collected much earlier of submission of project report, the mostCurrent data could not be well presented.

4. Only questionnaires have been used as a source of data.

5. Some data are not available for some companies.

6. Due to lack of interest of some participants exact data cant be inferred.


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BIBLIOGRAPHY:

1. Questionnaire prepared by we people based on need of situation.

2. People views has been given preference.

QUESTIONNAIRE

Name *

Age

Income

How often do you consume tea? *


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Why do you consume tea *

Its a regular habbit

Its good for health

Its refreshing

Other:

Are you specific about the brand of Tea you consume *

Which type of tea do you prefer *

Flavoured

Plain

Green Tea

Herbal Tea

Which is your most prefered brand *

Tata Tea Gold

Brooke Bond Taj Mahal

Brooke Bond Red Label

Tetley Tea

Lipton Tea

Taaza,Waghbakri,Pataka,Loose Tea...others

Which is your alternate brand *

Tata Tea Gold

Brooke Bond Taj Mahal

Brooke Bond Red Label

Tetley Tea

Lipton Tea

Taaza,Waghbakri,Pataka,Loose Tea...others

Does social status play a part in selection of your tea brand *

Why do you prefer your favourite brand *

It tastes good

It smells good

It is relaxing/energetic

It gives a social message

I like it's Ad

I don't give it much thought

How frequently do you alter/shift from your regular brand *


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Why would you shift to another brand? *

Just for change

This is better than previous one

Seasonal change e.g flavoured/ice tea in summers

This is less expensive

This had an offer associated with it at the time of purchase

I like the social message it gives

Other:

Where do you usually drink your tea? *

At Home

At Work

At a Cafe

Traveling & Everywhere in between

How satisfied are you with your present brand *

How do you rate the following factors important in your buying pattern *

1 - Veryimp

2 - Imp3 Not a Factor at

all

Taste

Price

Visibilty/Availability ofProduct

Impact of Ads

Offers/Others

Documents

Brand Prefrance Survey