2.

Working definition of the product:

Technical definition:

 In order to manage schedules, instant tea premixes are capturing the market across the
globe.
 Instant tea premixes contain tea extract powder along with milk powder with added
spices or other flavours and sugar.
 It is an instant solution for tea consumers who have preference for this beverage.
 Ingredients such as ginger powder, cardamom, saffron, lemongrass etc. are added to
instant tea premixes which are proven to be healthier.
 This factor is expected to facilitate the growth of instant tea premixes market in
upcoming years.

Industry definition:

Tea is one of the most frequently consumed beverages across the world. The medical benefits
– it contains phytochemicals, flavonoids and antioxidants which help to maintain a healthy
functioning of the human body- associated with tea have kept its demand high over time. The
pool of tea consumers has been witnessing a continuous rise, globally, owing to which, the
global tea market is anticipated to experience a high growth over the forthcoming years

Dictionary definition:

Tea is an aromatic beverage commonly prepared by pouring hot or boiling water over cured
leaves of the Camellia sinensis , an evergreen shrub native to East Asia.

4. Research purpose:

Problem to be studied:

 To know what factors, influence people to buy instant tea premixes.

 How do people see Instant tea as a product and what they like and dislike about the
product?
 To understand the customer’s perception with respect to the advertising campaign &
the product.
5. Scope, User & Research boundary:

 Boundary:- Geography boundary in city of Mysore market.

 Users:-

6. Research objectives:

 To understand the cost range of the product.

 Buying behaviour based on the brand name or the extra features of the products.
 To understand the preference of the consumer.

7. Research questions:

8. Research Approach: