LIFESTYLE PROFILING OF THE USERS OF TAPAL TEA PVT.

LTD

Presented to the Faculty of the

Department of Management Sciences
KASBIT University

SMCHS Campus
In the fulfillment of the course
“Consumer Behavior”
“Project-Lifestyle Profiling”
Bachelors in Business Administration
Submitted to
Dr. Amir Adam

By
Hira Raza-15972
BBA 2 Years
December (2021)

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 LIFESTYLE PROFILING OF THE USERS OF TAPAL TEA PVT. LTD

LIFE STYLE AND PSYCOGRAPHICS:

One of the most important factors of consumer behavior to understand is lifestyle. It is generally defined as the
AIOs (activities, interest and opinions) of a potential customer. Life styling of a product is based on what
products do they like? The vicinity they live in, their gender, how do they spend their time? What are their
priorities, values, opinions, general outlook, where do they work? Who they like to interact to? What do they talk
about so and so forth?
Life style is a psychological variable which is very commonly known to influence buying decision process. Brand
marketing campaigns are designed with the intentions to align the product positioning with the target market’s
lifestyle characteristics.
Tapal Tea has positioned itself as an all-purpose quality brand with its advertisements directed towards traditions
and family values, togetherness, bond and unity with differentiating on the basis of quality mixture offering and
their deep-rooted links with tea and tea-time.
PRODUCT IDEA:
In the market of Pakistan has a huge demand of hot beverages (tea products). At present quite a no. of tea
products are available in the market and there is an idea that Asians/Pakistanis are high consumers of tea products.
So a lot of people do consume different brands of tea.
Tapal Tea is one of the largest selling tea brands of Pakistan. It is available in Jars, pouches, tea bags and hard
packs. The name Danedar is evocative and suggests a blend consisting of premium quality Kenyan granules.
These curled leaves are considered to be the most premium form of tea and the Danedar blend is especially
created to suit the local taste buds combining a lively flavor with a rich color and a distinct aroma making it a
nationwide best seller.

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 LIFESTYLE PROFILING OF THE USERS OF TAPAL TEA PVT. LTD

SEGMENT PROFILE AND CUSTOMER CHARACTERISTICS:

DEMOGRAPHICS
GEOGRAPHIC
Age 18-70
World RegionPSYCHOGRAPHICS
Asia Gender Male, Female
BEHAVIORAL
Family Size 1-2, 3-4, 5+ A
Country Middle,
Pakistanmiddle-upper, Regular
Social Class
Upper Family Life
Occasions Cycle Married,occasions,
Unmarried
Income parties
Rs. 10,000+
Cities All major
Trendy, cities
quality
Awareness through man,
Labor, Business
conscious, trying to
Density Urban Readiness ATL and BTL,
entrepreneurs,
differentiate Occupation
Life style interested.
youngsters, self-
themselves, family
Climate Hot and Drycultural
belongings, Very Strong,
employed, student etc.
Loyalty Status
and heritage value. committed.
prominent Lifestyle researcher, Joseph T. Plummer, summarizes the concept as follows:
“Life style patterns, combines the virtues of demographics with the richness and dimensionality of psychological
characteristics. Lifestyle is used to segment the marketplace because it provides the broad, everyday view of
consumer’s lifestyle segmentation and can generate identifiable whole persons rather than isolated fragments”

Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and
traits such as values, desires, goals, interests, and lifestyle choices.

Psychographics in marketing focus on understanding the consumer’s emotions and values, so you can market
more accurately.

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