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CHAPTER I INTRODUCTION

Marketing is a functional area of management is becoming increasingly importance as compared to other Fields. Viz., Production, Finance, Personnel and research of development. All Designing in modern business organization involves around the marketing information. In Modern Business Organizations Finance, Personnel, Production and Research and Development might be the door to success but marketing is the key which turns the lock. Consider any business division, we find that the critical input needed for this purpose is marketing information. This information can be classified by using Marketing Research Techniques. A Study of consumer preference towards instant coffee is being important one in the marketing. Because around the clock from a child to hammer and from poor class to top class all the kinds of people taking beverage especially coffee. In the world this makes stand for first and the global economy increase by this one also. So, this is essential things to the business organization which normally encircle on the consumers and influence on the consumers purchasing such as geographic, demographic, income, fancies and socio , economic factors, educational backgrounds and the persistence by others . The Systematic analysis of those things which are normally to help the business organization is to maintain the business, development and take actions for the future goal achievements.

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OBJECTIVE OF THE STUDY

The Researcher has formulated the following objectives for conducting the research. COLLECTION OF DATA The first step of an investigation is the collection of data. Careful collection ois needed because further analysis is based on this. There are different method of collection of data. Primary data were collected with the help of a well structure interview schedule. to get greater insight into the problem, the researcher had interviews with the various type of individuals in control departments stores at Puliyangudi. Secondary data’s pertaining to the study were collected from the various journals and from websites. The information gathered is judiciously used in this analysis. Primary Objective To Study the consumer preference of the beverage with special reference to instant coffee. Secondary Objective • To Study the consumer awareness of Instant Coffee • To Study the Effectiveness of Advertising of Instant Coffee. • To Study the Consumer Expectation from the Instant Coffee.

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RESEARCH METHODOLOGY

The Purpose of the research methodology is describing the research design, the sampling procedures.

Research Design

This Study is descriptive in nature, Data were collected through questionnaire and processed , analysis using various satisfied tools like tabulation, percentage , measures of relationship chart etc.,

Data Collection Method

The Sampling had been collected using structured un disguised questionnaire. Most of the questions were close- ended and has multiple choices. Only few were open-ended questions in order to get more informations and views from the respondents.

Type of Research

The research is descriptive nature, the research used this type of research for better understanding of the respondents.

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4 . Sample Size The sample size for this project is 200 respondents.Sampling Method Structured undisguised questionnaire is formed to collect the data and the questionnaire was collected by convenience sampling method. Area of Study This Study had been considered in Puliyangudi. Method of Analysis The primary data collection was tabulated analyzed. Period of Study A Study covers a period of 2 months from December 2011 to February 2012.

LIMITATIONS OF THE STUDY • This analysis is purely based on primary data only • The results of the study are subject to the truth and honesty of respondents • The study being a micro study.TOOLS OF ANALYSIS The following tools have been used in analysis of data 1) Tabulation 2) Charts and Diagrams OBJECTIVES OF THE STUDY • To compare the brand preferences on consumer’s mind between Horlicks and Complan • To ascertain the consumer’s preferences • To ascertain the reasons for purchasing the particular brand in comparative products • To find out the buyer’s suggestion about brand. it converse only the families of regular customers of control departments stores in Puliyangudi also • The period of the study has been done only for three months 5 .

and northern Africa. the 9th-century Ethiopian goat herder who discovered coffee. and to the Americas. From Ethiopia. It is believed that coffee has been cultivated in India longer than anywhere outside of the Arabian peninsula. with the bulk of all production taking place in its Southern states. to Indonesia. it was cultivated exclusively in the Arabian peninsula. accounting for over four percent of world coffee production. The coffee industry of India is the sixth largest producer ofcoffee in the world. HISTORY OF COFFEE IN INDIA The first record of coffee growing in India is following the introduction of coffee beans from Yemen by Baba Budan to the hills of Chikmagalurin 1670. the Arabians forbade the export of coffee beans that had not been roasted or boiled enough to 6 . The story of Kaldi. Early in the history of coffee. Coffee then spread to Italy. extending south to Kodagu. coffee was said to have spread to Egypt andYemen. By the 16th century. it had reached the rest of the Middle East. in the Sufi monasteries of Yemen. The earliest credible evidence of either coffee drinking or knowledge of the coffee tree appears in the middle of the fifteenth century. and to the rest of Europe. Since then coffee plantations have become established in the region. To maintain this monopoly on coffee production. Persia.CHAPTER II HISTORY OF COFFEE The history of coffee goes at least as far back as the thirteenth century. did not appear in writing until 1671 AD and is probably apocryphal. India is most noted for its Indian Kathlekhan Superior variety. Turkey.

People responded by sliding themselves across lengths of pinapple. Kerala.prevent germination. slightly less than in 2005 and nearly 5 percent less than 2004. Robusta accounted for 64 percent of all coffee produced in India India exported over 440. in the 17th century. the rust had become an epidemic. While India has a tradition as one of the earlier growers of Arabica coffee. or a rust-tolerant hybrid variety of arabica tree. many of the farmers replaced the arabica trees with robusta. By 1869. However due to the higher yields of this tree. smuggled seven coffee beans back home to India. with over 90 percent of all farms consisting of 10 acres or fewer. There he planted the beans in the Mysore region. an Indian pilgrim to Mecca. cultivating nearly 900. These states accounted for over 92 percent of India's coffee production in the 2011-2012 growing season. In the 2010-2011 growing season. and Tamilnadu. approximately 52 percent of all coffee acreage was dedicated to Robusta trees.000 coffee farms in India. liberica.000 pounds of coffee in the 2005-2006 season. establishing the first coffee plantation in India. in doing so avoiding worldwide calamity. Most coffee in India is grown in three states: Karnataka. However. Most coffee production in India is on small farms. such farms account for just over half of all land used for coffee production and a minority of all coffee produced. Russia is a distant second place. India began to grow coffee for export. These more resistant trees are still commonly grown in India There are over 1.71. By1840. Baba Budan. As a reaction to this. under British rule.000 acres of coffee trees. coffee rust reached India and began infecting the arabica trees. importing nearly 15 percent of India's exports 7 . In the mid-19th century. Over a quarter of the India's coffee exports go to Italy. it currently more substantially more Robusta beans. However.

USES OF COFFEE IN FOOD

Coffee is renowned for the most preferable drink to many. But that does not restrict it's usage as a mere drink. Coffee is variedly used in different preparation of food worldwide. In general circumstances coffee is used as desserts or a sweet dish. But a few people know that coffee can do wonders to dishes like pot roasts, coating on meat or even for making barbeque sauces.

The most vital thing about any ingredient in a preparation is that is should be fresh. Fresh coffee beans can be bought and ground to fine powder. While using coffee in a particular preparation it should be made with clean filtered water just before making the food. Normally a stronger coffee is needed to be prepared while using it a recipe. You can use a regular coffee maker or a single serve coffee maker for these recipes.

Let us try out some recipes using coffee.

An Australian recipe of coffee meatloaf sauce has become very popular worldwide. To make this sauce we need to mix one tablespoon of fresh instant coffee to a quarter cup of water. Then we need to put half cup ketchup in a quarter cup of dry red Worcestershire sauce. Finally we will need one ounce of margarine, two tablespoon full lemon juice and two tablespoon full vinegar and a little bit of brown sugar. This will make the coffee sauce. Now, we will cook the meatloaf for half an hour and then bake it with the sauce for forty five minutes at 375F.

The next recipe will be a snack called Espresso Brownies. To make espresso brownies we will need half cup of sugar, a stick and a half of butter and a teaspoon of salt and heat it in a pan. After it gets mixed well we will need to
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pour one teaspoon of vanilla essence and four ounces of sliced cooking chocolate and mix the whole thing till it melts. Then we need to add one teaspoon of fresh coffee powder to it. After stirring for a while when all the ingredients gets mixed well we need to remove it from flame and allow it to cool. Then we need to add a cup of flour and three eggs in the mixture while it is still warm. Now, we can bake the mixture for thirty minutes to get warm and fluffy espresso brownies.

Black Russian Cake can be treated as a dessert dish. It is a very easy to make dish which require Russian coffee - a combination of one ounce of vodka, half ounce of kahlua and 5 ounces of hot black coffee as the main ingredient. To make the cake we need to mix dark chocolate cake mix, a packet of instant chocolate pudding, one cup vegetable oil, four eggs, half cup creme de cacao and most importantly Russian coffee. The mixture should be beaten until it is smooth. Then we only need to put the mix in a baking pan and keep it for baking at 350F for 45 minutes.

A wide variety of ice cream cookies and all sorts of goodies uses coffee. The list can even be endless. Some of the famous cocktails also has coffee as their main ingredient. Coffee syrup is made by mixing one cup of sugar and strong brewed Colombian coffee. We just need to boil the mix stirring till the sugar gets melted completely. Then we will simmer the coffee for a few minutes, cool it and take the sip.

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BENEFITS OF HEALTH DRINKS These days, health drinks are reported to react differently to people who are using them. These also react depending on the purpose of the person using it. Experts say that the health drinks available in the market today can be categorized depending on the need of the consumers. There are those that are made to just deliver essential mineral and vitamins in the body. And, there are also those that are aimed towards increasing energy levels or increasing the muscle reaction to certain activities. No matter which one you choose, rest assured that you can benefit from it once used in moderation. Aside from delivering essential vitamins and minerals and increasing energy, the following are other benefits of health drinks: 1. Satisfies the hunger and gives a sense of fullness. In a fast-paced, busy environment people are living in today, it is a must to have a source of energy at all times. One of the reasons why more and more people are into health drinks is to make up for the lost vitamins and minerals when they need to skip meal due to busy schedule. 2. Improves overall health. Since most health drinks are packed with vitamins and minerals, it can help you fight off common diseases by consuming it regularly. 3. Helps enhance mental stability. The nutrients in most health drinks are aimed to produce oxygen that keeps the blood vessels clear. Once a person takes in these nutrients regularly, it can help them have greater focus in the things that they do either at work or at home.

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including twice as many in white. packaging. This is a consumer preference. the manufacturers may find that customers are continuing to prefer and associate the foamy lather with high quality cleanliness. where it was built or how many cup holders it has. Why is white the most popular car color? Some people say it is because it signifies purity or even technology. Those manufacturers produce many colors. Analysis of the information may lead the company to change the formula. 11 . After gathering information. color. focus groups and consumer samplings are common methods for gathering information. Phone interviews. the next step for the company is to determine what it means. In the case of the suds in the shampoo. However. Companies routinely test the market to find out what customers like and dislike about their products and competitors' products. or whichever color is trendy or popular at the time. paper surveys. This is usually done by an internal marketing department or outsourced to a market research firm. this is not the case. size or some other feature of the product. leading them to keep the same formula or decide to add even more of the sudsing agent. so logic would say that all colors would sell the same amount or car manufacturers would only produce one color. electronic surveys. The color of a car has nothing to do with how the car functions.CHAPTER III CONSUMER PREFERENCES Many consumers choose to buy white cars instead of red or blue no matter what brand the car is.

Marketing Benefits • • Enhances customer contact data Indicates preferred programs. contact channel and communication frequency • • Unifies preference collection across the enterprise Increases marketing universe o o o Enables data sharing Provides ability to leverage available exemptions Narrows general opt-out with program specific opt-in • • • • • Provides a single view of a customer’s or prospect’s privacy preferences Makes preference data actionable Improves product and service targeting Eliminates marketing waste Increases take rate and revenue Customer Service Benefits • • • • • Allows customers to maintain service preferences in one location Improves customer experience by honoring preferences Increases customer loyalty and retention Reduces customer service costs Enables properly targeted upsells 12 .

Explicit factors included brand name. colour and graphics were the attributes considered very important by the consumers. Packaging. method of analysis on the research subject. namely. explicit factors and implicit factors. (1986) conducted a consumer preference analysis of biscuits using a sample of 470 consumers. brand price and availability. The chapter is presented under the following headings.CHAPTER IV REVIEW OF RELEVANT LITERATURE In this chapter. Factors influencing consumption Gluckman (1986) studied the quality preferences for wine in Europe. The results of the study revealed that most consumers preferred white wine to red. were the other attributes which were given importance to by the biscuit consumers. gender and income. quality and taste. 13 . appearance. in that order. Kumar et al. Freshness. crispness. using a sample of two hundred respondents. a review of past research works in the field has been compiled to enable better understanding of the research in various regions. The attributes were classified into two. The consumers considered country of origin less important. Implicit factors identified through extensive questioning were colour and appearance. price. Results of the study revealed that brand image was the most important factor that influenced their consumption. (1987) analyzed the factors influencing the consumption of various food products. From the study it was found that consumers gave the first preference to taste. Haripuram et al. Country of origin and brand were cross-tabulated against age.

He found that milk quality. Sharma (1997) conducted a study to determine the factors influencing food consumption in general. family income was the factor that most significantly influenced milk consumption.Inamke et al. Singh et al. Income and price also had a significant influence on the quantity purchased. (1995) studied the factors influencing consumer preference for milk.. flavour. Amitha (1998) studied the factors influencing the consumption of selected dairy products in Bangalore city. urban and rural consumers. The results indicated that price was an important factor which influenced the consumers’ choice of food items. freshness and mode of payment showed higher levels of consumer satisfaction. The results of the study indicated that income and price were the factors that significantly influenced the consumption of table butter. frequency of cut flowers purchased by consumers for own use and monthly income of the consumer’s family. discrimination and income also influenced food consumption. regional preferences. (1995) conducted a study to identify the factors influencing the milk consumption behaviour of urban and rural consumers in western Maharashtra. gender. supply in desired quantity. Poonam Sharma (1997) in her study found that the demand for cut flowers was significantly influenced by education of the respondents. Other factors like sensory attributes. colour. Family size and occupation were the other significant factors. motivation. revealed that education level and gender had significant influence on the quality and frequency of consumption as females purchased more when compared to males. The results indicated that. on 14 . Hugar and Vijay Kumar (1996) in their study on the factors influencing the consumption of vegetables in Dharwad district of Karnataka. for both. interest. age. Price had a negative impact and income a positive impact. expenditure on entertainment by consumers. convenient availability.

and the poor state of healthy and environmental resulting in low efficiency of conversion of food into energy. just as in case of table butter. They were.consumption. The consumption of ghee was positively influenced by income. 15 . was influenced by its price. Hanumantha Rao (2000) identified the factors influencing the higher per capita consumption of cereals in rural areas. Cheese. higher prices of nonfoodgrain and nonfood items. price and family size. higher energy requirement due to heavy manual labour. payment of wages in kind by the large farmers in the form of cooked food.

16 .CHAPTER V ANALYSIS AND INTERPRETATION Table -1 1. Table showing the age classification of respondent.5 % of the respondents to give more importance for personnel care.5% 18.5% 21% 31.5% 17.30 31-35 36 and above Total No of Respondents 23 35 37 42 63 200 Percentage ( % ) 11. a majority of 31.5% 100% From the above table it can be identified that major part of the respondents belong to the group of 36 and above. S. Inference It is inferred from the above analysis. 1 2 3 4 5 Age Group 10-20 21-25 26 . No.

45 40 35 35 30 25 20 15 10 5 0 10 to 20 21 to 25 No.5 23 17.Chart -1 1. of Respondents 26 to 30 Percentage 11.5 18. Chart showing the age classification of respondent.5 37 42 21 31 to 35 17 .

18 . Inference: It is inferred from the above analysis a majority of 55% of the respondents were female.Table 2 2. Table showing the classification of respondents according to their sex S. 1 2 Sex Male Female Total No of Respondents 90 110 200 Percentage ( % ) 45% 55% 100% The above table shows that 55% of the respondents were female and 45% of the respondents were female. No.

Chart showing the classification of respondents according to their sex 120 100 80 60 45 40 20 0 Male No. of Respondents 110 90 55 Female Percentage 19 .Chart 2 2.

The researcher gave much important to those groups because they would give the right answer to the questions. No.5% 100% From the above table. 1 2 3 4 5 Profession Student Employee Business Housewife Others Total No of Respondents 30 70 24 63 13 200 Percentage ( % ) 15% 35% 12% 31. Table Showing the profession of Respondents S.5% 6. 20 .Table 3 3. we can know that most of the respondents are employee and housewife. Inference: It is inferred from the above analysis a majority of 35 % of the respondent were employee.

of Respondents Percentage 21 .Chart 3 3. Chart showing the profession of Respondents 80 70 60 50 40 30 20 10 0 Student Employee Business Housewife Others No.

No. a majority of 33% of respondent family income level is 5000 and above.Table 4 4. 22 .5% 24% 26.5% 33% 100% From the table we can know that most of the respondents are from the group whose income is above 5000 per month. Inference: It is inferred from the above analysis. 1 2 3 4 Profession Below -2000 2000-3000 3000-4000 4000-5000 Total No of Respondents 33 48 53 66 200 Percentage ( % ) 16. Table Showing the Family Income of Respondents S.

Chart 4 4. Chart Showing the Family Income of Respondents 70 60 50 40 No. of Respondents 30 20 10 0 Below 2000 2000 to 3000 3000 to 4000 4000 to 5000 Percentage 23 .

Inference: It is inferred from the above analysis. all the respondents aware the instant coffee. 24 . we came to know that all the respondent aware of instant coffee. No. 1 2 Awareness Aware Un-Aware Total No of Respondents 200 Nil 200 Percentage ( % ) 100% 100% From the above table. Table show the aware of instant coffee S.Table 5 5.

of Respondents 100 Percentage 50 0 Aware Un-Aware 25 .Chart 5 5. Chart show the aware of instant coffee 250 200 150 No.

26 . 1 2 3 Coffee Bru SunRise Nescafe Total No of Respondents 80 90 30 200 Percentage ( % ) 40% 45% 15% 100% From the above table. 80 are using Brue and 30 are using Nescafe. Inference: It is inferred from the above analysis a majority of 45% respondents are using Sunrise Coffee.Table 6 6. No. Table showing the Instant coffee used by the respondents S. we can understand that 90 respondents are using SunRise.

of Respondents Percentage 27 .Chart 6 6. Chart showing the Instant coffee used by the respondents 100 90 80 70 60 50 40 30 20 10 0 Bru Sunrise Nescafe No.

1 2 3 4 Period Below 2 Year 2. Inference: It is inferred from the above analysis a majority of 95% of respondents regularly using instant for more than 10 years. No. Table Showing the Instant Coffee Used By the Respondents S.5 Year 5-10Year Above 10 Year Total No of Respondents 10 190 200 Percentage ( % ) 5% 95% 100% From the above table we can know that among 200 respondents 190 respondents are using instant coffee more than 10 years . 28 .Table 7 7. This shows that people are not interested to switch over the beverage.

Chart Showing the Instant Coffee Used By the Respondents 200 180 160 140 120 100 80 60 40 20 0 Below 2 Year 2 .10 Year Above 10 Year No. of Respondents Percentage 29 .5 Year 5 .Chart 7 7.

No. Inference: It is inferred from the above analysis a majority of 45 % of respondents were fair on price. 1 2 3 4 5 Period Highly Satisfied Satisfied Fair Dis-Satisfied Highly Dis-Satisfied Total No of Respondents 10 80 90 20 200 Percentage ( % ) 5% 40% 45% 10% 100% From the above table we come to know most of the respondents using instant coffee were satisfied so and fair 90 and 20 were not satisfied. Table Showing the Respondent View About the Price of Instant Coffee S.Table 8 8. 30 .

of Satisfied Percentage 31 .Chart 8 8. Chart Showing the Respondent View About the Price of Instant Coffee 100 90 80 70 60 50 40 30 20 10 0 Highly Satisfied Satisfied Fair Dis-Satisfied Highly DisSatisfied No.

32 .5% 8.5% 100% From the above table that we can know 46. majority of 46.5 % of the respondents consider the quality as good and 45 % of the respondents as very Good.5 % of the respondents considered quality as Good. No. 1 2 3 Period Very Good Good Fair Total No of Respondents 90 93 17 200 Percentage ( % ) 45% 46. Table Showing the Quality of Instant Coffee S. Inference: It is inferred from the above analysis.Table 9 9.

Chart 9 9. Chart Showing the Quality of Instant Coffee 100 90 80 70 60 50 40 30 20 10 0 Very Good Good Fair No. of Respondents Percentage 33 .

No. Table Showing the View of the respondents About Instant Coffee with Required to Smell S. 50 respondents as very good and 30 as fair.Table 10 10. 34 . Inference It is inferred from the above analysis. a majority of 60% had considered the smell of instant coffee as good. 1 2 3 Period Very Good Good Fair Total No of Respondents 50 120 30 200 Percentage ( % ) 25% 60% 15% 100% From the above table the researcher come to know that 120 respondents had considered the smell of instant coffee as Good.

Chart Showing the View of the respondents About Instant Coffee with Required to Smell 140 120 100 80 No.Chart 10 10. of Respondents 60 40 20 0 Very Good Good Fair Percentege 35 .

70 as Fair and 10 as Fair Inference: It is inferred from the above analysis.Table 11 11. Table showing the Freshness of the Coffee S. No. a majority of the respondents 45 % had considered the freshness of instant coffee as Good. 36 . 1 2 3 4 5 View Very Good Good Fair Bad Very Bad Total No of Respondents 30 90 70 10 200 Percentage ( % ) 15 45 35 5 100% From the above table the respondents come to know that the 30 of the respondents had considered freshness of instant coffee as very good . 90 as Good.

of Respondents 37 .Chart 11 11. Chart showing the Freshness of the Coffee 100 90 80 70 60 50 40 30 20 10 0 Very Good 15 30 90 70 45 35 10 5 0 Good Fair Percentage Bad 0 Very Bad No.

Table 12 12. a majority of the respondents 45 % consider the colour of instant coffee as fair. 60 as good and 90 as Fair. Table showing the Colour of the Coffee S. 1 2 3 4 5 View Very Good Good Fair Bad Very Bad Total No of Respondents 38 60 90 7 5 200 Percentage ( % ) 19% 30% 45% 3. Inference: It is inferred from the above analysis . No. 38 .5% 2. 7 as bad and 5 as very bad. we can know that 38 respondents considered the colour of instant coffee as very Good.5% 100% From the above table.

5 Bad 5 2.Chart 12 12. Chart showing the Colour of the Coffee 100 90 80 70 60 50 40 30 20 10 0 Very Good Good 19 38 30 60 90 45 7 3.5 Fair Series 1 Series 2 Very Bad 39 .

Table 13 13. Table showing the Taste of the Coffee S. 1 2 3 4 5 View Very Good Good Fair Bad Very Bad Total No of Respondents 70 110 20 200 Percentage ( % ) 35% 55% 10% 100% From the above table. No. a majority of the respondents 55 % had considered the taste of instant coffee as good. we can know that 70 of the respondents considered the taste of instant coffee as very Good. 40 . Inference: It is inferred from the above analysis. 110 as good and 20 as Fair.

5 Fair Series 1 Series 2 Very Bad 41 .5 Bad 5 2.Chart 13 13. Chart showing the Taste of the Coffee 100 90 80 70 60 50 40 30 20 10 0 Very Good Good 19 38 30 60 90 45 7 3.

instant coffee is available everywhere. Inference: It is referred from the above analysis. No. 42 . 1 2 Particulars Availabe Not Availble Total No of Respondents 200 200 Percentage ( % ) 100% 100% From the above table we can know that instant coffee is available everywhere.Table 14 14. Table Showing the Availability of Instant Coffee in Shops S.

Chart 14 14. Chart Showing the Availability of Instant Coffee In Shops 250 200 150 No. of Respondents 100 Perventage 50 0 Available Not Available 43 .

Table 15 15. Table Showing the Features Which Motivates The Respondents Using Instant Coffee S. No.5% 6% 100% From the above the research came to know that 93 of the respondent have motivated by quality . 44 . 95 by advertisement and 12 are motivated by sales Promotion.5% were motivated by advertisement of instant coffee. Inference: It is inferred from the above analysis . 1 2 3 4 Features Price Quality Advertisement Sales Promotion Total No of Respondents 93 95 12 200 Percentage ( % ) 46.5% 47. a majority of the respondents 47.

of Respondents Percentage 45 .Chart 15 15. Chart Showing the Features Which Motivates The Respondents Using Instant Coffee 100 90 80 70 60 50 40 30 20 10 0 Price Quality Advertisement Sales Promotion No.

Table Showing The Features Which Mode Of Advertisement Is Better For Instant Coffee S. No.5 2.5 5 100% From the above the research came to know that 185 of the respondent have considered Television as the best mode for advertisement and 10 of the respondents have considered magazine and 5 are news paper.Table 16 16. 1 2 3 4 Modes Television Radio News Paper Magazine Total No of Respondents 185 5 10 200 Percentage ( % ) 92. 46 . Inference: It is inferred from the above analysis .5% had considered Television as the best mode of advertisement. a majority of the respondents 92.

5 0 Television Radio No. of Respondents 5 2.Chart 16 16.5 10 5 News Paper Percentage Magazine 47 . Chart Showing the Features Which Mode Of Advertisement Is Better For Instant Coffee 200 180 160 140 120 100 80 60 40 20 0 185 92.

48 . Inference: It is inferred from the above analysis. No. 1 2 3 4 Promotion Offer Price Reduction Free Gift Additional Quantity Others Total No of Respondents 160 10 30 200 Percentage ( % ) 80% 5% 15% 100% From the above the research came to know that 160 of the respondents have considered Price reduction as the best Promotional Offer. Table Showing the Best Promotion Offer to Instant Coffee S. 80% of the respondents seeking Price Reduction.Table 17 17. 30 of the respondents have considered additional quantity and 5 as Free Gift.

of Respondents Percentage 49 . Chart Showing the Best Promotion Offer to Instant Coffee 180 160 140 120 100 80 60 40 20 0 Price Reduction Free Gift Additional Quantity Others no.Chart 17 17.

Table Showing the No of Viewers of Instant Coffee Advertisement S. Inference: It is referred from the above analysis. 50 . 1 2 Particulars Yes No Total No of Respondents 200 200 Percentage ( % ) 100% 100% From the above table we can know that every respondents has seen advertisement of instant coffee. No. a majority of respondents of 100 % seen the advertisement.Table 18 18.

of Respondents Percentage No 0 51 . Chart Showing the No of Viewers of Instant Coffee Advertisement 250 200 200 150 100 100 50 0 0 Yes No.Chart 18 18.

a majority of the respondents 59% have seen the advertisement of instant coffee through Television.Table 19 19.5% 13. The Table Showing the Media through Which The Respondents have Seen The Advertisement S. 52 . No.5 200 100% From the above the table 118 respondents have seen the advertisement in Television 27 have seen in T.V Magazines & News Papers.V& Magazines & News Papers Total No of Respondents 118 20 10 25 27 Percentage ( % ) 59% 10% 5% 12. Inference: It is inferred from the above analysis.V & Magazines T. 1 2 3 4 5 Media Television Magazines News Papers T.

V.Chart 19 19. & Magazines & News Paper 10 10 5 25 12.V.5 27 13. Chart Showing the Media through Which the Respondents have seen The Advertisement 140 120 100 80 59 60 40 20 20 0 Television Magazines News Paper T. of Respondents Percentage 53 .5 118 No. & Magazines T.

54 . 182 of the respondents considered the advertisement of instant coffee as very Good. a majority of the respondents 91 % feel that advertisement of instant coffee is Good.Table 20 20. 10 as good and 8 as Fair. Table Showing the Respondents Feel About the Advertisement S. No. Inference: It is inferred from the above analysis. 1 2 3 4 5 View Very Good Good Fair Bad Very bad Total No of Respondents 182 10 8 200 Percentage ( % ) 91% 5% 4% 100% From the above table .

Chart Showing the Respondents Feel About the Advertisement 200 180 160 140 120 100 80 60 40 20 0 182 91 10 5 8 Fair 4 0 Bad Percentage 0 0 0 Very Good Good Very Bad No.Chart 20 20. of Respondents 55 .

5% 100% From the above the table 153 of the respondent buying instant coffee at once in a month and 12 at once in a week. 1 2 3 4 Duration Weekly Fort Night Once in a Month Daily Total No of Respondents 12 35 153 -200 Percentage ( % ) 6% 17.5% 76. Table Showing the Frequency of Purchase by the Respondents S.Table 21 21.5% buy at once in a month. a majority of respondents 76. Inference: It is inferred from the above analysis. 56 . No.

5 0 Weekly Fort Night No.5 1.3 4.5 4.4 4. Chart Showing the Frequency of Purchase by the Respondents 5 4.5 1 0.5 3 2. of Respondents Category 3 Percentage 2.5 4 3.5 2 1.8 2.4 3.Chart 21 21.8 Category 4 57 .5 2.

58 . Size of Package Preference by Consumers S. 1 2 3 4 Duration Weekly Fort Night Price in a Month Daily Total No of Respondents 12 35 153 -200 Percentage ( % ) 6% 17.Table 22 22.5% 100% It is clear from the above the table out of 200 respondents 125 respondents are preferring 100 Grams and 50 are preferring 200 grams and 25 are preferring 50 grams.5% 76.5% Preferring the 100 Grams. a majority of the respondents 62. No. Inference: It is inferred from the above analysis.

of Respondents Percentage 2 Series 3 3 1 0 Weekly Fort Night Once in a Month Daily 59 . Size of Package Preference by Consumers 6 5 4 No.Chart 22 22.

Table 23 23. 60 . Inference It is inferred from the above analysis . a majority of the respondents 95% buying instant coffee from retail Shop. No. 1 2 3 4 Place Retail Shop Departmental Store Chain Store Others Total No of Respondents 190 10 200 Percentage ( % ) 95% 5% 100% The above table shows that 190 respondents are buying instant coffee from a retail shop and 10 from Departmental Store. Table Showing the Place where Consumers Buying Instant Coffee S.

of Respondents Percentage 61 . Chart Showing the Place where Consumers Buying Instant Coffee 200 180 160 140 120 100 80 60 40 20 0 Retail Shop Departmental Store Chain store Others No.Chart 23 23.

• 45% of the respondents are using Sunrise coffee. • 95% of the respondents regularly using instant coffee for more than 10 years. • 45%of the respondents were fair on price. • 47.5% buy at once in a month. • 46.V. 62 . SUGGESTIONS AND CONCLUSION FINDINGS • 31. • 35% of the respondents were employees. • 55% had considered the taste of instant coffee as good. • 33% of respondent's family income level is 5000 & above.5% had considered T.V.5 % of respondents are giving more importance for personal care. 62. 59% have seen the advertisement of instant coffee through T. • All the respondents aware the instant coffee. • 45%considered colour of instant coffee as fair. as the best mode of advertisement.5% of the respondents considered quality as good. • 80% of the respondents seeking price reduction. • 92. • 45% had considered the freshness of instant coffee as good. 95% of the respondents buying from retail shop. • 55% of the respondents were female.5 % of the respondents preferring the 100gms. • 60% had considered the smell of instant coffee as good.CHAPTER VI FINDINGS. All are seeing the advertisements. 76. • 91% feel that advertisement of instant coffee is good.5% were motivated by advertisement of instant coffee.

• It is better to add one more taste of instant coffee.SUGGESTIONS • Efforts should be taken to improve the colour and reduce the price of instant coffee. • The Advertisement gives through the model person and cine Actress. 63 . • It is better to play more number and different style of advertisement is essential.

All the kinds of people demanding some sales Promotion from the manufacturers. If all the manufacturers reduce the price to some level that they can improve their sales rather than other beverage.CONCLUSION The consumers when using a product for a long period feel some what differ from others as they as4hey are using a product which is not favor of colour. 64 . So. the success of the product depends on the above factors especially on Advertisement. Smell and Freshness is being importance one. smell and freshness. so effective concentration on Colour. Sales Promotion Techniques have to be taken to increase sales. The price is also an important factor in sales of the instant coffee.