CHAPTER – 3

RESEARCH METHODOlOGY

❖ Research problem:-

Some potential research problems in the study of consumer satisfaction with Organic
India tea products could include:

Lack of prior research: There may be limited prior research on consumer satisfaction
with Organic India tea products, which could make it difficult to determine which
theoretical frameworks to use, which research methods to employ, and which
variables to measure.Limited sample size: Depending on the scope of the study, it
may be difficult to recruit a large enough sample of Organic India tea consumers to
draw meaningful conclusions from the data.Bias in sample selection: It may be
difficult to select a representative sample of Organic India tea consumers that
accurately reflects the diversity of the consumer population, which could lead to
biased results.Variability in consumer preferences: Consumers may have different
expectations and preferences when it comes to organic tea products, which could
make it challenging to identify specific factors that influence satisfaction.Limited
generalizability: Findings from a study of Organic India tea consumers may not be
generalizable to other brands of organic tea or to tea products in general.
 ❖ Objective of the study:-

The main purpose of research is to discover answer to the meaningful questions

though scientific procedure and systematic attempt. The hidden truths which are not
discovered yet can easily come to light by research.

The main objectives of research are:

• To evaluate the customer satisafaction level with Organic India -Tea products.
• To study the consumer satisfaction about the taste and availability of products.
• To know customer suggestion and recommendation of organic India -Tea
products.
• To find the market share of organic India -Tea products.
❖ Research Design:-

The research Design adopted for the Present study is exploratory literature true
reviews as it aims to analyse the factor influencing the perception of consumer
and to assess the consumers preference purchase intentions and attitude
towards organic India -Tea products. Primary data required for the study was
collected via convenience sampling using structured questionnaire. The study
was conducted in the region of Delhi -NCR it being one of the most affluent
and developed area with more educated and working professional situated in
consideration with the objectives both secondary and primary data collection
techniques have been employed. The data was collected surely method using
the questionnaire and analysed further using M.S excel.
A descriptive research study on customer satisfaction with Organic India tea
products would aim to describe the level of satisfaction of customers who have
purchased and consumed the company’s tea products. The study would likely
involve distributing a survey to a sample of Organic India’s customers, asking
them to rate their satisfaction with the taste, quality, packaging, and overall
experience of using the tea products.
The survey may also ask customers if they have experienced any benefits from
using the tea products, such as improved digestion or relaxation. Demographic
information about the customers, such as age, gender, and location may also
be collected to help identify any patterns in satisfaction levels.
The data collected from the survey would be analyzed using descriptive
statistics, such as frequencies, averages, and percentages. This would help to
identify the most common opinions and experiences among customers and
provide an overall picture of their satisfaction with Organic India’s tea
products.
 ❖ Sampling:-

It is a process of selecting a few respondents or sample from a bigger or larger groups.

A sample is the sub group of population. Sampling is a process of selecting an
adequate number of elements from the population. The sample help us to estimate or
predict the information from the large or entire population.

Population – all tea takers in kanpur

Sample area- different locations in Kanpur

Sampling Techniques – convenience sampling Techniques

Sample size – 105

Sample unit – Tea takers in India

Research Hypothesis ….

H0 : customers do not prefer organic India -Tea products.

H1 : customers prefer organic India -Tea products.

Data collection

Data type : Every kind of data has a rare quality of describing things after
assigning a specific value to it. For analysis, you need to organize these values,
processed and presented in a given context, to make it useful. Data can be in different
forms, here are the primary data types.

1. Quantitative data

When the data presented has words and descriptions, then we callit qualitative data.
Although you can observe this data, it is subjective and harder to analyze data in
research, especially for comparison. Example: Quality data represents everything
describing taste, experience, texture, or an opinion that is considered quality data.
This data is usually collected through focus groups, personal interviews, or using
open-ended questions in surveys.

2. Qualitative Data

Any data expressed in numbers of numerical figures are called quantitative data. This
type of data can be distinguished into categories, grouped, measured, calculated, or
ranked. Example: questions such as age, rank, cost, length, weight, scores, etc.
everything comes under this type of data. You can present such data in graphical
format, charts, or apply statistical analysis methods to this data. The (Outcomes
Measurement Systems) OMS questionnaires in surveys are a significant source of
collecting numeric data.
In this report both qualitative and quantitative data is used. Qualitative data is
collected throughOpen ended questions and quantitative data is collected through
graphs, charts etc.

Sources of data

• Primary data source - The primary data the data gathering for first time
for the problem solution directly from the sample or population as per the
requirement.
➢ Interviews
➢ Questionnaire
➢ Observation

• Secondary data - The secondary data consist of information that has been
already examined somewhere and has been collected for some specific
purpose.
➢ Books
➢ Website
➢ Journal
➢ Annual report

For this research we used Primary data (Questionnaire) and Secondary data (
Books & Website).
 Description of the Questionnaire

Questionnaires are the tea Intakers from Kanpur to Collect the primary data about
their attitudes towards the all variables in this research Survey is conducted to
understand the right target and approach towards Close-end questions are used in
this field of study, which limited the respondents the research, questionnaires are
used as the surveys for this research given to answer the question in a specific way
by selecting the closest option from the given alternative the questionnaires were
designed in English in this research. The questionnaire will be divided into two
parts: The Part one is managed to plan in exploring demographic dealing with
marketing mix; and making decision towards customer satisfaction and awareness
variables; whereas the Part two will explore the impact of 4P such as product,
price, place and promotion as well as preference of the product towards making
decision to buy whether Normal tea or Organic India tea . The last part is overall
satisfaction of consuming the best tea . Questions are elementary on demographic
and the impact of post-consumer behaviour mix strategy variables, including
gender, age, marital status, occupation, income and education level. Questions
were related to the most significance of the consumer behaviour strategy and
Comparative study on customer preference towards Organic India tea products.