A

CONSUMER BUYING BEHAVIOUR

RESEARCH PROJECT REPORT ON

CONSUMER ATTITUDE TOWARDS TEA

PREPARED BY: GROUP NO.

NAMES ROLL NO.

PRIYANSHU SINGH PM2123-E294

YASH GUPTA PM2123-D201

AYUSHI PATEL PM2123-D205

AZRA QURESHI PM2123-D208

MOHIT NIKAM PM2123-D221

SUBMITTED TO

DR. PROF. BAISAKHI MITRA

 INDEX

S.NO CONTENT PAGE NO.

ABSTRACT & INTRODUCTION OF THE

1. 3
STUDY

3. OBJECTIVES & SCOPE OF THE STUDY 4

4. RESEARCH METHODOLOGY 5

TOOLS OF DATA COLLECTION &

5. 6
LITERATURE REVIEW

7. ANALYSIS OF QUESTIONNAIRE DATA 12

8. SUMMARY OF FINDINGS 17

9. CONCLUSION 18

10. BIBLIOGRAPGHY 19

11. ANNEXURE 21

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 ABSTRACT
This study helps in understanding the consumer Attitude towards tea in the region of
Mumbai. Since, India is one of the largest tea directors in the world, although 70 per cent of
the produced tea is consumed within India itself. In this study we have used questionnaire as
a data collection tool.

In this study we have targeted different age groups as Indians of different age groups are in
the habit of getting up from bed and starting the day with drafts of tea in the morning. Having
tea in the morning is part of their diurnal routine. In Indian homes, mostly women, or sisters
perform the duty of making morning tea as a habitual action and a commemorative of
affection for the family members. Findings of this study would be the brand awareness
among consumers, consumption purpose of tea of consumers etc.

This study has several limitations that should be addressed in future research. This study is
conducted in the context of consumers who belongs to Mumbai. Future research should
collect data from other cities like of India to further explain consumer Attitude in tea
industry.

INTRODUCTION
UNDERSTANDING CONSUMER ATITTUDE TOWARDS TEA IN INDIA
In the early 1820s, the British East India Company began large-scale production of tea in
Assam, India, of a tea variety traditionally brewed by the Singpho people. (2) In 1826, the
British East India Company took over the region from the Ahom lords through the Yandaboo
Treaty. In 1837, the first English tea theatre was established at Chabua in Upper Assam; in
1840, the Assam Tea Company began marketable tea products in the region. Beginning in the
1850s, the tea assiduity fleetly expanded, consuming vast tracts of land for tea colonies. By
the turn of the century, Assam came the leading tea-producing region in the world.

India is one of the largest tea directors in the world, although 70 per cent of the produced tea
is consumed within India itself. Several famed teas, similar to Assam and Darjeeling, also
grow simply in India. Indian tea has grown to enjoy numerous global tea brands and has
evolved into one of the most technologically equipped tea diligence in the world. Tea
product, instrument, exportation, and all other factors of the tea trade in India are controlled
by the Tea Board of India. India’s tea culture has evolved a lot in the post period. After
independence, original tea brands helped to introduce the libation to the millions. Indian tea
evolved uniquely, by adding milk and spices to the traditional boiled tea that the rest of the
world preferred. This, in turn, led to further fissionability of this cherished drink in the Indian
population.

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The love for tea isn't only because of the
brilliant taste and flavours but also
because it's seen as the ultimate remedy
for all feathers of stresses, whether
internal or physical. Tea helps to relax the
mind and soul. It's also seen as a manual
drug for numerous affections ranging
from the common deep freeze to severe
headaches. Tea in India is seen as a
herbal remedy for seasonal coughs and
snap.

This hot libation is a regular imitator, a

source of living, a stimulating drink, an
reason for conversations, a part of gossip
culture and a ménage tradition in India.
It's thick from the socio-artistic and socio-profitable being of the country.

Indians of different age groups are in the habit of getting up from bed and starting the day
with drafts of tea in the morning. Having tea in the morning is part of their diurnal routine. in
Indian homes, mostly women, or sisters perform the duty of making morning tea as a habitual
action and a commemorative of affection for the family members. The timber of tea by them
is a sign of their love and care for the other members of the ménage.

OBJECTIVES & SCOPE OF THE STUDY

Objectives of the study:

• To study the consumer attitude towards Tea in the region of Mumbai.

• To study the factors influencing the consumers to prefer Tea in this region.

• To identify the brand preference of the tea users in this region.

Scope of the study:

The Present study is an attempt to analyze the consumers attitude towards Tea in the region
of Mumbai City.

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 RESEARCH METHODOLOGY

Parameter’s selection –

In order to examine the consumer behavior towards Tea, we have included the questions like
consumption purpose of consumer, Brand awareness related questions, questions like
consumers are open for experimenting with different Brand or not, Does advertisement
influences the choice of brand of consumers, Do consumers find price while purchasing a tea
a important factor or not, In What form consumers prefers tea, total monthly expenditure on
tea etc. in the Questionnaire in order to get better clarity about the same.

Selecting the Respondents in the region of Mumbai-

In this study we have targeted each and every member irrespective of their age, here age is not
the restriction.

We have kept this questionnaire open for all age groups members. The only restriction in this
study is that we have given the opportunity to participate in survey to the people of Mumbai
city only. The questionnaire was made and floated and consumers are conveniently asked to
complete the questionnaire. The questionnaires were randomly delivered to consumers. We
have floated the questionnaire between friends and relatives of our group members and asked
them to fill. Since it is very difficult to target the audience who can fill the questionnaire, so
we have randomly picked the consumers.

Nature of study-

This study is based on descriptive research as we have made the questionnaire and floated. The
reason behind using the descriptive research, so that the information collected can be defined
properly. Everything was pre planned and structured in design so the best option is descriptive
research.

The main idea behind using this type of research is to better define an opinion, attitude, or
behaviour held by a group of people on a given subject. Consider your everyday multiple-
choice question. Since there are predefined categories, a respondent must choose from, it is
considered descriptive research. These questions will not give the unique insights on the issues
like exploratory research would. Instead, grouping the responses into predetermined choices
will provide statistically inferable data. This allows you to measure the significance of your
results on the overall population you are studying, as well as the changes of your respondent’s
opinions, attitudes, and behaviours over time.

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 TOOLS OF DATA COLLECTION

Data collection sources-

In this study the data collection sources that have been used are both primary and
secondary. This study is based more on primary data than on secondary data. More on
primary data because of its authenticity, specific nature, up to-date information and
reliability factor as it is collected directly from the original source.
In primary data, Quantitative methodology have been used and the secondary data
have been collected from many websites.

Data collection Instruments-

In this study, we have used the questionnaire method for collecting the data in the
region of Mumbai city. Here, we have made the questionnaire with 10 questions and
floated and consumers are conveniently asked to complete the questionnaire. A total
of 100 questionnaires were randomly delivered to consumers out of which 89
questionnaires were returned with a valid response.

LITERATURE REVIEW

Dr. Surendra Kumar Chauhan (2020) in his research paper on THE STUDY OF
CONSUMER BEHAVIOR AND PREFERENCE TOWARDS THE MARKETING OF TEA
BRAND writes that in the present day, it is essential to know for the companies who are
offering the products and services the demographic profile of consumers in terms of
Education, Income and Size of the Family as well as at The Psychology level of the
consumers. Conclude about how they feel, think and behave in the rapidly changing
environment of the business. The marketing strategies must adapt to the changing situations
and must offer a quality product to its consumers. This can make possible by encouraging
effective marketing penetration strategies and improving product innovation techniques.
Through the present study, the consumer’s perceptions towards brands like Tata Tea were
analysed, to determine the success of the brand in terms of sales increase of the company.
The psyche of the consumers who are being targeted and their behaviour towards the brand.
This type of regional study on the consumer behaviour is relevant to give an insight and
understanding of the attitude of the consumers toward the product They buy and consume.
The consumption pattern of Tata Tea in Lucknow reveals that the large majority of the
respondents were found, ardent tea drinkers. In terms of brand preference analysis, it was
found that the Tata Tea was preferred by the majority of the respondents in Lucknow city.
Based on ranking Tata Tea occupied the first rank followed by the Taaza, Red Label, Marvel,
Lipton, Taj Mahal and Pataka chai respectively. The Tata Tea and Taaza have mostly
Captured the tea market, which is an indication for other tea marketers to increase their
Strategies and come Out with a more focused strategy to compete with the major market
players.

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Galaxy Chakma, Shriya Singh and Nishi Rani (2020) revolves their research around
CONSUMER PURCHASE INTENTION TOWARDS TEA BRANDS WITHIN THE
NORTH-EASTERN REGION OF INDIA. There paper focuses on consumer purchase
intention towards Tea Brands within the North-Eastern region of India. The North-Eastern
states of India include eight states, Assam, Arunachal Pradesh, Meghalaya, Mizoram,
Manipur, Nagaland, Tripura and Sikkim. Tea is considered as the regular ordinary drink
which is served worldwide. Tea is also a huge part of Indian common households. India
accounts for a significant portion of the global tea production of the world. Between 2010-
2018, India observed a rise in tea production and consumption by consumers. The beverage
industry in India has observed a remarkable change in the early years. The beverage industry
has experienced a slight falling trend in 2018 and 2019. By comparing the first 6 months of
2018 and 2019, it can be seen that major parts of the North-Eastern region of India witnessed
a huge growth of tea production during that period. Consumer Purchase is the result of
various preferences, attributes, intentions and decisions of consumers before purchasing a
product at the marketplace. Generally, consumer purchase intention gets influenced by many
factors (cultural, social, psychological and demographics) which influence a buyer’s decision.
Samples of 1095 respondents were collected to understand and analyse the behaviour of the
consumer towards tea and their consumption habits using different demographics. Profiling
the choice of tea by their decision of consumer inclinations gives more significant approaches
to distinguish and comprehend different consumer sections and to focus on each section with
more well-developed marketing strategies.

Ramandeep Bawa and Dr Kavita Aggarwal (2018) presented a paper on CONSUMER

BUYING BEHAVIOUR IN RELATION TO CONSUMPTION OF TEA – A STUDY OF
JALANDHAR CITY(PUNJAB). Their research paper revolves around issues that impact the
conduct of different tea consumers particularly in the city of Jalandhar in Punjab. Also, this
paper is about finding the appropriate characteristics that determine a consumer’s tilt towards
purchasing a particular tea brand. The major objective of conducting this research was to find
out the factors responsible for settling on a decision of a tea brand and that customer
purchasing conduct is firmly connected with the social attributes. Also, the objective was to
find the behavioural attitude property that administers the dynamic of the buyer while
choosing a specific tea brand in Jalandhar. To execute this study both retailers and consumers
were taken into the sample size. It was found that 80% of the retailers surveyed keeps Society
Tea as the consumer interest and attitude towards this brand is exceptionally high and
positive and 65% of those 80% also keep Tata Tea. Additionally, it was found that Tata tea
interests 31% of the tea consumers in the market while Society Tea was preferred by 57% of
the tea consumers in spite of the cost being minimally high. All in all, 750 examples were
accumulated to come to this conclusion and the properties considered were Popularity of the
Brand, Brand Loyalty, Colour and Price and clearly Society Tea stood first in all parameters
with Tata Tea coming second on all parameters. So, this paper shows that a tea buyer relies
absolutely upon some whole factors before picking up a particular brand. There is scope for
further research since this research paper is restricted to Jalandhar city of Punjab only. Future
researchers can increase the sample size to include more people into the survey to present a
more holistic result where factors like packaging, availability, convenience can also be
considered.

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Sukhbir Singh (2015) presented a research paper on CONSUMER BEHAVIORS
TOWARDS VARIOUS TEA BRANDS -A STUDY OF ROHTAK CITY. His research was
done on a sample size of 100 tea consumers to find out the consumer behaviour towards
various tea brands in the city of Rohtak. The sample frame is only the city of Rohtak. The
sampling method used was convenience sampling and the sampling was done with the help of
Questionnaire. The objective of the study was to exclusively study and to gather information
toward various branded tea particularly in the city of Rohtak. The main objective was to
assess the attitude, tastes and preferences of various tea consumers. The major findings of this
study were that there are 21 percent respondents who prefer Broke Bond while 41 percent
respondents preferred Tata Tea brand whereas 17 percent preferred Tazza, 11 percent said
Taj Mahal and the rest 10 precent of the respondents preferred other Tea Brands. From here it
can be easily concluded that Tata Tea is the most preferred and liked tea brand by the tea
consumers of Rohtak city. It was also found that when their favourite tea brand is unavailable
then 30 percent responders were those who would search for their favourite tea brand. When
tea is not available then their favourite beverage is coffee. Consumers are also more likely to
get attracted to a tea brand with free gifts, coupons and extra quantity. Most of them cited
free gifts as the most attractive promotion scheme. It was revealed that most of the consumers
preferred branded tea and most responders gave first preference to brand name while
purchasing the tea. Most of them are satisfied with the price and due to variety of tea brands
many consumers shift from one brand to another. Most of them buy 250 gms or 1kg tea pack.
There is a scope for future research where the researchers can include other factors like
aroma, attractive packaging, various other promotion techniques etc., while at the same time
increasing the sample size to include more people. Research can be done in various other
cities simultaneously with same brands and their factors and then those results can be
compared with the result from Rohtak city.

Satnam Kour Ubeja and Dhara Jain (2013) on study of CONSUMERS' PREFERENCE
TOWARDS BRANDED & LOOSE TEA: WITH REFERENCE TO INDORE CITY—has
presented this paper. Their paper is about a study of consumer preference towards branded
and loose tea with a special focus on Indore City. A branded tea is those tea brands that are
known on a national level and are performing very well in the market, whereas a loose tea
simply means that all tea brands which are not well known nationally but those that are well
known in the regional market and are performing really well with competing in local market
in every city. The major objective of this paper is to study the consumer preference with
focus on age and income and to find out the factors of consumer preference towards branded
and loose tea in Indore City. The major findings of this study were that when consumers buy
a particular product, they normally consider certain factors or certain factors play major role
like family & friend influence, family taste, product availability, paying for design etc., It was
found that consumers had a net favourable attitude towards their respective brands. It was
found that loose tea consumers were not happy with the packaging of their tea and they
would suggest companies to concentrate more on this area. One striking finding was that
consumers were more willing to go with loose tea if they were more taste and quality
conscious. Also, it was found that most people know about their tea through market
information or salesperson. So, if a salesperson reaches a consumer first, he/she maybe
willing to buy/try that tea for the first time. Availability and convenience also played a major
role in deciding between loose tea or branded tea. Coming to income, consumers may go with
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loose tea if they want more quantity of tea in lesser price as loose tea is available for lesser
price than compared to branded one. There is scope for further research by expanding the
pool of population to other major cities and then doing a thorough comparison of the impact
of other marketing channels on consumer preference for loose tea and branded tea. Also, two
brands having same price of each loose and branded tea can be taken and then research can
be done to find out the reason behind consumers picking one over another.

K.C. Prakash and P. Paramasivam (2013) in their paper on FACTORS AFFECTING

BUYING BEHAVIOR OF TEA IN NILGIRIS DISTRICT OF TAMIL NADU have made an
attempt to find out the factors that affect the consumer-buying behaviour of Tea particularly
in the region of Nilgiris district of Tamil Nadu. This study was conducted so that an analysis
can be done to find out the impact of various variables like quality, aroma, flavour, taste,
colour of end product, brand image, value added tea, retailers influence, influenced by others,
reasonable price, timely availability, attractive packing, effective advertisement, celebrity
endorsement and gift/promotion/strategies on consumer buying behaviour. There are multiple
research papers that focus on identifying the general factors responsible for influencing
consumer buying behaviour so the main objective of this paper was to find the major factors
responsible for the consumer buying behaviour in the urban and the rural consumers in
Nilgiris district of Tamil Nadu. The major findings of this research were that when Urban
consumers who consumed tea were more interested in the quality, aroma, flavour and taste
rather than the influence of retailers, influence by others and gift/promotion strategies.
Whereas, the rural tea consumers were more likely to buy lose tea dust over any branded tea
mostly because of price considerations therefore brand image, advertisement, gift/promotion
strategies did not make any difference in the eyes of rural tea consumers. The future
researchers can further this research by asking the rural tea consumers about the ideal price
and quantity that they would be willing to pay to purchase a branded tea. There is also scope
for broadening this research to include a large sample size which covers semi-urban areas as
well across the nation.

Munmun Ghosh and Arindam Ghosh (2013) presented their study on CONSUMER
BUYING BEHAVIOUR IN RELATION TO CONSUMPTION OF TEA – A STUDY OF
PUNE CITY which is about studying issues that influence the behaviours of various tea
consumers. To complete this paper various samples were collected from across Pune city of
Maharashtra to properly understand the need, attributes and behaviour of people towards tea.
The major objective of writing this paper was to find out the most acceptable attribute that
helps the consumer in choosing a particular tea brand, and also to demonstrate that
consumer’s behavioural factors like brand loyalty, colour preference etc., influence their
choice of a particular tea brand. The major findings of this paper are that the most dominating
attribute that governs the consumer buying behaviour is the brand loyalty followed by
popularity of the brand, colour, and lastly the price. This study proves that while shopping for
a tea brand a consumer first looks for the brand that he/she is consuming for a long period of
time. The findings also demonstrates that tea drinker of Pune would not be much swayed by
the popularity of some other brand or price. Brand loyalty is that behavioural factor that to a

9
large extent determine their buying behaviour. Overall, this paper demonstrates a clear insight
into the buying behaviour in relation to consumption of tea in Pune city of Maharashtra.
Regarding the scope for further research, we can say that the scope of this paper can be
broadened to major cities of other states of India and the findings of those cities could then be
compared with the results from Pune city to find out whether the current insights hold true for
other cities also or not. There is also scope for other researchers to explore consumer buying
behaviour based on other behavioural factors apart from the ones explored in this paper.

Divya Khanna (2012) on a study on CONSUMER PERCEPTION TOWARDS TEA BARS

IN THE REGION DELHI NCR. Their research focuses on tea bars which are fashioned on
similar lines as coffee shops but offer tea as the main beverage instead. These have been
styled to appeal to the youth as a popular joint to hang out with friends. This report gives the
overview of a brief description of the current scenario, customer base and how these brands
segment, target and position themselves in the market. Also, why one particular brand is
more popular than the other. The profiling of emerging tea bars across the country, their
customer base, segmenting, targeting and positioning. India is the largest producer as well as
consumer of black tea in the world. Though tea is grown in 16 States of the country, four
states Assam, West Bengal, Tamil Nadu and Kerala account for about 98% of the total tea
production in India. The teas originating from Darjeeling, Assam and Nilgiris are known for
their distinctive quality the world over. India consumes the largest quantity of tea in the
world, accounting for nearly 14% of global retail volume sales. Geographically, tea is widely
consumed in the North, East and West of India, and is popular with a wide variety of social
classes and consumer age groups. However, it ranks 7th in value terms, due to relatively low
unit prices. Black standard tea constitutes nearly 80% of value sales, although green tea has
seen its popularity rise. Since tea is the most traditional and affordable beverage in India.
Tea is slated to score over coffee in the long run-in volume terms, on account of factors such
as economical pricing, new flavours and ‘healthy’ brand value, as new tea drinkers join the
brigade. It is exploratory research and an organized and systematic way of finding answers to
questions. As per the study, Consumers are more conscious of good quality products than
price. The Tea-Bar offered just as much variety at lower prices, and in a personal opinion,
equally good taste, it lacked because of not being able to create awareness for itself and not
having branded itself properly.

Md. Monirul Islam and Jang Hui Han (2012) in their study on PERCEIVED QUALITY
AND ATTITUDE TOWARD TEA & COFFEE BY CONSUMERS writes that Tea and
Coffee are considered to be the world's most popular self-control drinks. Everyday consumers
consume billions of cups of tea and coffee. Competition is fierce because of the huge
markets. Therefore, many companies insist on separating their product from their
competitors. Considered quality is one of the basics of this quality measured by consumers.
Therefore, it is sometimes necessary for some companies to improve the quality of their
product. Nowadays, large numbers of consumers are changing their choice of Tea to Coffee.
This is alarming in the tea industry Consumers’ Attitudes, opinions and beliefs: Consumers'
attitudes toward coffee quality differ from tea. From the model, we see that the general
attitude towards coffee is better than tea. This study shows (t counts, mean value, and relative
value) that there have been several reasons, firstly, in tea there is not enough variety of
flavours, different consumer preferences are different and they have different tastes and
tastes, but there is a limited option in the case of tea; the tea seller may have never considered
these features and since ancient times serves as it is, and they think, this is a traditional

10
beverage and should not make any experiment in it, and always serve with pure water. On the
other hand, coffee companies are well aware of consumer preferences and continually
introduce different types of flavours to consumers.

K Hazarika (2012) in his study on DOMESTIC CONSUMER MARKET FOR INDIAN TEA
—A SURVEY REPORT writes that the Indian Tea Board conducted a survey which reveals
that 89 per cent of people take tea as their habit, 8 per cent for refreshing their mind and 3 per
cent for appeasing hunger. Indian tea is losing its position in the international field and hence
it has to manage its sale in the domestic market only. The main reasons for this decline are the
emergence of new tea producers, increased global competition, higher production costs, global
level of pesticide control, low tea rate, inefficient auction system, etc. Therefore, packaging tea
has always been important and the value of tea products is growing in the markets. Another
important change in the tea market is that now manufacturers are trying to attract consumers
with the latest forms in packaging technology. Tea has a very strong consumer atmosphere. In
this study 215 (two hundred and fifteen) poor urban tea buyers between the ages of 20 and 60
were randomly selected from Assam; India's largest tea producer for discussion and
information gathered about their drinking habits, popular tea rate, tea budget, etc. The buying
trend for tea buyers is influenced by many factors. Information gathered from tea buyers shows
that consumers are more aware of their taste. They are willing to pay for a better product.
Colourful packaging and gift-giving can attract a very limited number of tea buyers. People
always choose the best quality. Their view is that National tea products work best. They also
find better local brands but according to them, Assam tea does not have a strong local brand,
which can compete with popular national brands like Tata, Hindustan Lever Limited, Tetley
etc. However, buyers expect such a kind of space.

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 ANALYSIS OF QUESTIONNAIRE DATA

Survey has been done to know the Consumers purchase intentions towards TEA, by using
questionnaire method.

Summary- The above analysis shows that out of 109 responses, 71 responses were from men
and rest 38 responses were from women.

Summary- From the responses it was found that, 74 respondents who consumed Tea were of
the age group of 15-25 Years. There were 24 responses from the age group of 26-35 Years.
The age group of 36-45 had 6 responses and the least response was from the age group of 46
& above stating that it had the minimal number of responses from the total.

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Summary- Yet from the total 109 responses, 66 respondents were actually a passionate tea
drinkers, from the rest of 43 respondents.

Summary- From the analysis, it was found that out of the total respondents, 76 were the ones
who consume 1-2 cups of tea daily. 26 of them consume about 3-4 cups and the rest 7 of
them consume more than 5 cups in a day.

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Summary- Considering the fact about expenditure on tea, the average monthly expenditure of
51 respondents were spending 100-300. 32 respondents spend around 300-600 on tea. 14 of
them spend somewhere 600-900 and only 8 of them spends 900 & above for consumption of
tea monthly. The number of monthly expenditures on tea is according the amount of tea
consumption of an individual.

Summary- It was seen that majority of the respondents preferred tea leaves instead of tea
bags. Only 15 choose tea bags rest all the 94 of them considered tea leaves as a better option.

Summary- Out of all the major tea brands, it was Tata Tea who had the maximum number of
responses of 26. Red Label got 24 responses, Wagh Bakri consisted of 18 responses and Taj
Mahal had 14 responses. About the Society Tea brand and Taaza, the responses were in
single digits of 7 & 5 respectively. Remaining number of responses opted for other local
brands as their choice.

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Summary- It was seen that, out of 109 responses, 52 of them prefer different taste while
consuming their tea, they liked experimenting with different brands yet the rest 57 of them
were loyal to the brands and stuck with the same for consumption of Tea.

Summary- From the above analysis, 56 of the respondents didn’t had any influence about the
advertisement of their choice of brand, their main focus was only on the taste. This shows
these consumers are loyal to the brand they prefer. The advertisement influence was only on
the remaining 53 of them, which would make them try consuming different brands of tea.

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Summary- One of the main analysing factors is the Pricing of the Product. From the above
responses it is seen that 69 respondents believe that the most important factor for purchasing
a particular brand of tea is its Price. They believe if the price is according to the expectations
of them, only then they might purchase the product or the particular brand. Rest of the 40
respondents were not into the pricing factor as much as the others.

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 SUMMARY OF FINDINGS

Tea is one product which is quite inelastic in nature. This study tried to understand the
consumer attitude towards Tea. It is looked upon as a common drink which is consumed on a
daily basis rather than being an aspirational drink. Tea is by and large a highly penetrated
product across the city of Mumbai. We surveyed a sample size of 109 people and our
respondents were majority male and belonged to the age range of 15-25 years. 60% or 66
people from the total sample size said that they are a passionate tea drinker which also
demonstrates that consumers are very much conscious about tea and they take pleasure in
drinking it. The majority of the consumers take pleasure and are conscious about tea is also
demonstrated by their response to the question of how many cups of tea do they drink daily.
Around 70% of the respondents said that they drink at least 1 or 2 cups of tea on a daily basis.

Consumers attitude when it comes to spending their disposable income on tea in a month is
somewhat mixed. There were around 47% respondents who spend an average monthly
minimum amount of 100-200 rupees on purchasing tea but then there were also around 5%
respondents who spend more than 900 rupees on tea alone. This shows that there are
consumers who are willing to spend more money on purchasing tea. Around 86% of the
respondents reported that they use tea leaf instead of tea bags. When it came to the most
preferred tea brand among the consumers, there were no clear winner here. Around 24% of
the respondents said they purchase Tata Tea whereas around an equal percentage of
respondents said that they purchase Red Label followed by 17% response for Wagh Bakri,
13% for Taj Mahal Tea, around 5% response in favour of Taaza Tea and the rest for others
including Society Tea etc.

When asked about experimenting with different brands then around 52% of the consumers
said that they were not open to experimenting with other Tea brands over their own preferred
choice of Tea. Similarly, around 51% of the consumers said that any kind of marketing
promotion or advertisement did not have much sway in their decision to purchase a particular
tea brand or that advertisement would not influence their choice of brand. When it came to
pricing, around 63% of the consumers said that price is an important factor while making a
purchase decision. This also corroborates why majority of the consumers purchase Tata Tea
and Red Label as opposed to Wagh Bakri or Taj Mahal Tea.

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 CONCLUSION

From the analysis and interpretation of the responses and the data studied and compiled from
various age groups of tea consumers, we can say that the consumer attitude towards tea is
quite varied. We can conclude that Tata Tea is the most preferred Tea Brand among the
consumers which is followed by Red Label, Wagh Bakri, Taj Mahal. From our analysis and
study, we have concluded that majority of the Tea drinkers are passionate about their choice
of beverage that is Tea. When asked for how many cups of tea do they drink then majority of
the answers were around 1 or 2 cups of tea daily which also corroborates our study that
consumers are passionate and conscious about their beverage choice.

When the consumers were asked whether price is an important factor while purchasing a Tea
brand then majority of them said that price does influence their purchasing behaviour. But
when we studied their response to advertisement influence to their buying behaviour or on
their choice of brand then majority of the consumers responded negatively. Here we can
conclude that marketing tools and techniques may not have much impact on the purchase
decision on the passionate tea drinkers of Mumbai region but price does play a crucial role in
their purchase decision.

The consumers we surveyed also said that they do not like experimenting with different
brands which shows their loyalty towards the brand and their known taste is preferred to them
over trying something different in the market therefore different brands and marketers will
have a tough time selling their products to these loyal customers.

In our analysis we have found that there is very less penetration of tea bags in market because
only 14% of total consumers said that they purchase tea bags. Therefore, there also an
opportunity for growth if ease of use and travel easiness can be targeted as a Unique Selling
Proposition in order to sell these tea bags and create a different market for this product.

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 BIBLIOGRAPHY

Dr. Chauhan, S.K. (2020). The study of consumer behaviour and preference towards the

marketing of tea brand. Journal of Emerging Technologies and Innovative

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 ANNEXURE

Below is the screenshot of the questionnaire we used in conducting the survey for our
research project:

A Survey on Consumer Purchase intention towards TEA

Name:

Gender:
• Male
• Female
• Prefer not to say

Your age group-

• 15-25
• 26-35
• 36-45
• 46 & above
Are you a passionate Tea Drinker?

• yes
• no

How Many Cups of Tea Daily?

• 1-2
• 3-4
• 5 and above

Average monthly expenditure on tea

• 100-300
• 300-600
• 600-900
• 900 and above
What Kind of Tea You Use?

• tea leaf
• tea bag

Which brand of tea do you prefer the most?

• Tata tea
• Taaza
• Tajmahal
• red label
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 • wagh bakri
• Other:

Do You Like Experimenting with Different Brand?

• yes
• no
Do you think Advertisement can Influence your choice of Brand?

• yes
• no
Do you think pricing is an important factor while purchasing?

• yes
• no

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