Brand preference of tea among consumers-a study in Coimbatore

Abstract
Tea is the common scientific name of the herb Came
llia Sinensis. It has been cultivated in China and the Asian region for thousand
s of years, and today, tea is the second most popular drinks, served both hot an
d cold. Many health benefits are said to be gained by consuming tea. The health
benefits include weight loss, curing diabetes, cancer, asthma and different all
ergies and affections, such as flews and other viruses. Tea has gained popularit
y with all age groups and the market s is flooded with numerous brands. Hence, t
his paper aims to identify the brand preference of tea among customers. The pape
r also examines the factors influencing consumers in preferring various brands o
f tea. The data was collected in Coimbatore city of Tamilnadu, India among 75
survey respondents.
Introduction
Tea is a caffeinated hot beverage, an infusio
n made by steeping the dried leaves or buds of the shrub Camellia sinensis in ho
t water. In addition, tea may also include other herbs, spices, or fruit flavour
s. There are hundreds of types of tea in the World. The most famous ones are Gre
en Tea, Black Tea, White Tea, Cinamon tea, Lemon Tea, Japanese Tea and Chinese T
ea. Other tea types are chamomile tea, mint tea, and many varieties of teas prep
ared for a single and specific health purpose. Many health benefits are said to
be gained by consuming tea. Recently, the Green tea, White Tea, herbal tea and J
apanese and Chinese Teas have been described as strong antioxidants. Other healt
h benefits include weight loss, curing diabetes, cancer, asthma and different al
lergies and affections, such as flews and other viruses. Health benefits from te
a also include better digestion, concentration, relaxation, and many more, depen
ding on the type of tea, the health benefit is different.

Objectives
1. To find out the brand preference for tea in Coimbatore city
2. To study the factors influencing brand preference for tea
3. To identify the source of awareness for tea
Research Methodology
Primary data has been collected for the research study in Coimbatore city of Tam
ilnadu, India. The research design involves descriptive style. Consumers of v
arious age groups have been conducted with the research survey. The sample size
was 75 and the sampling technique used is random sampling. The research instru
ment used was questionnaire and it comprises both open and close-ended questions
. Personal interview has been conducted among the target respondents.
Hypotheses
1. There exists no a relationship between age and brand of tea
2. There exists no relationship between income and brand of tea
Limitations
Chances of respondents' bias are involved in the research. Limited number of r
espondents has been chosen due to time constraint and this could affect the accu
racy of result to certain extent.

Analysis and Interpretation

Table No: 1
Classification of tea users based
on gender
gender No. of Respondents % of Respondents
Male
Female 50
25 66.67
33.33
Total 75
Source: survey data
From the above table it can be inferred that more than 60 percent of the respond
ents who consume tea were 'males'.

Table No: 2
Factors influencing brand preference
Factors No. of Respondents % of Res
pondents
Taste
Quality
Low price
Gift
Fragrance
30
25
10
2
8 40
33
13
3
11
total 75
Source: survey data
It can be inferred from the above table that, taste appears to be the supreme f
actor influencing the consumersâ preference for tea brand followed by quality.

Table No: 3
Source of Awareness
Source of Awareness No. of Respondents % of Respondents
Friends / relatives
Family members
Point of purchase
television 15
19
7
34 20
25
10
45
total 75
Source: survey data
From the above table it can be inferred that 45% percent of the respo
ndents are aware of the brand through television, as it plays an important role
in creating awareness towards various brands.
Table No: 4
Consumer intention towards replacing their existing brand of tea
Consumer Intention No. of Respondents % of Respondents
To replace
Not to replace 5
70 6.67
93.33
Total 75
Source: survey data
It can be inferred from the above table that more than 90 percent of the respo
ndents are not interested in replacing their existing brand of tea. This shows
their 'brand loyalty' towards existing brand of tea.
Table No: 5
Classification according to age
Age No. of Respondents % of Respondents
Less than 25
25 â 35
35 â 45
More than 45 15
30
20
10 20
40
27
13
Total 75
Source: survey data
From the above table it can be inferred that 40%of the respondents belong to the
age group of '25 â 35' and 27 percent of them belong to the age group of 35-45.

Testing of hypotheses: 1.There exists no relationship between age and choice of

brand of tea.
The calculated chi-square value 17.7122 at 15 degree of freedom
(24.996) showed that there was no significant relationship between age and brand
of tea.
Table No: 6
Classification of tea users based on Edu
cation
Education No. of Respondents % of Respondents
School
Under graduation
Post graduation
Professional
Diploma 1
26
3
43
2 1.33
34.67
4
57.33
2.67
Total 150
Source: survey data
It can be inferred from the above table that nearly 60 percent of the responden
ts have professional. It can also be inferred that nearly 35 percent of them ha
ve under graduation.
Table No: 7
Classification of tea users based on Annual Income
Annual Income No. of Respondents % of Respondents
Less than Rs. 1lakh
Rs. 1 â 3 lakhs
Rs. 3 â 5lakhs
Above. Rs 5lakhs 15
36
18
6 20
48
24
8
Total 75
Source: survey data
From the above table it can be inferred that majority o
f the respondents have an annual income of Rs.1 lakh to 3 lakhs.
Testing of hypotheses: 1.There exists no relationship between income and choice
of brand of tea.
The calculated chi-square value 22.28 at 15 degree of freedom (2
4.996) showed that there was no significant relationship between income and bran
d of tea.
Table No: 8
Classification according to brand preference of tea
Brand Preferred No. of Respondents % of Respondents
Three roses
Red label
Taj Mahal
Chakra gold
Kannan devan 21
15
6
25
8 28
20
8
33
11
Total 75
Source: survey data
From the above table it can be inferred that 33% of the responde
nts prefer chakra gold brand followed by three roses brand.20% of the respondent
s prefer Red label.
Findings
It has been found out that,
1. Taste appears to be the supreme factor influencing the consumersâ preference f
or tea followed by quality.
2. Television plays an important role in creating awareness towards
various brands.
3. Majority of the respondents are loyal towards their existing bra
nd.
4. Majority of the respondents prefer chakra gold brand followed by
three roses brand.
Suggestions
1. In order to capture a large share in the market the brand of tea could
be manufactured with more taste and good colour, and also in an attractive packa
ging.
2. The companies have to give importance for television as most of the cons
umers were remembering the advertisement.
3. In order to attract the consumers useful gift articles, free samples sho
uld be used in the product.
Conclusion
Manufacturer must pay attention to the quality; since customers have a wide rang
e of brands to select from otherwise the business would be ruined if quality is
not maintained. Majority of the consumers are influenced by television advertise
ment, producers has to pay more attention to this aspect.
Bibliography
1. http://www.tea-darjeeling.com
2. http://www.bestteabrand.com
3. www.jayateas.com
4. www.teauction.com
Mrs.s.shameem, Lecturer in commerce,
Cauvery college for women, trichy-18,
Mobile-9994302300
e-mail-shameem.aslam@yahoo.com
&
Ms.s.najma, Faculty in management studies,
Roever institute of management,
perambalore