PROJECT REPORT ON CUSTOMER PREFERENCE WITH RESPEPCT TO (NESCAFE AND BRU COFFEE) NESCAFE SKPIMCS Page 1CERTIFICATE This is to certify that GROUP NO-8, Div- 8, MBA SEM 1 of Management and have submitted their Project Report On CUSTOMER PREFERENCE WITH RESPEPCT TO (NESCAFE AND BRU COFFEE) for the subject of “Managerial Communication” in the year 2012-2013 in partial fulfillment requirements for the award of the title of Master of Business Administration. Date: /12/2012 SKPIMCS Page 2ACKNOWLEDEMENT itis indeed a great pleasure and privilege for us to present “CUSTOMER PREFERENCE WITH RESPEPCT TO (neSCAFE AND BRU COFFEE), We would also like to thanks to the potential customers of Nescafe and Bru coffee who helped us giving needed information and their full co-operation towards us to give time to us from his busy schedule for filling our questionnaire. OO SKPIMCS Page 3PREFACE “Learning categories you and practicing on that learning specializes you” Prac | aspect gives more knowledge and experience than the theory and no learning can be completed without practical aspects. Projects are one of the most important parts of our curriculum for management students, its basic idea is to strengthen the students concept and make them equipped with recent development. In days when it was business as usual companies could succeed by there new products with concept and supported by hard selling and good advertisement and consider that customer exhibit varying diverse requirement for product/Services combinations and price consider that they have high and rising expectations of quality and services. In the face of their vast choices. Customers will gravitate to the offering that best meet their individual needs and expectation value and all this will come out as the positioning of the brand in the market. SKPIMCS Page 4TABLE OF CONTENT SRNO. NAME PAGE NO. 1 History of the Company 6 1) Nescafe 6 2) Bru 9 2 Scope and Objectives of the study 12 3 Research Methodology 13 4 | Sources of Data collection 14 5 Research Design 15 6 | Data analysis 16 7 Research Findings 26 8 | Limitations Of Report 27 9 | Conclusion 28 10 | Bibliography 29 11 Questionnaire 30 OOO SKPIMCS Page 5HISTORY OF COMPANY NASCAFE The beginnings of Nescafe can be traced all the way back to 1930, when the Brazilian government, first approached Nestlé. The agency, Brazilian Coffee Institute seeks Nestle to preserve the huge coffee surpluses, by develop coffee that was soluble in hot water. Coffee guru, Max Mergenthaler, and his team set out immediately to find a way of praducing a quality cup of coffee that could be made simply by adding water, yet would retain the coffee’s natural flavor. ‘After seven long years of research in Nestle Swiss laboratories, they found the answer. The new product was named Nescafe —a combination of Nestlé and café. Nestle introduced Nescafe, the first commercially successful soluble coffee, in Switzerland, on April 1st, 1938. The company applied the technology at its Hayes factory, west London. Instant coffee processing was not a new idea; it was invented by a Japanese chemist in 1901 and had been marketed and sold by other companies without success. Nestle revolutionized the way instant coffee was made. Nestle developed a new process for SKPIMCSdehydrating the concentrated coffee which vastly improved the quality. In entailed spraying a fine mist of the solution into a heated tower where the droplets turned to powder almost instantly. For the first half of the next decade, however, World War II hindered its success in Europe. Nescafe was soon exported to France, Great Britain and the USA. Its popularity grew rapidly through the rest of the decade. It was so popular that the entire production of its US plant was reserved for military use. By the 1950s, coffee had become the beverage of choice for teenagers, who were flocking to coffeehouses to hear the new rock ’n’ roll music. Over the years the company has kept the emphasis on innovation, introducing pure soluble coffee (1952) solely using roast coffee beans, freeze dried soluble coffee (1965) and coffee granules (1967). In 1994 Nestle invented the full aroma process, which improved the quality of instant coffee. Such innovations have made sure that Nescafe has remained the world’s leading coffee. It is also the third most valuable brand in the entire drinks sector. OO SKPIMCS Page 7To bring Nescafe to people around the globe, providing a Nescafe to satisfy every aspect of needs. Nescafe provides good test, aromatic smells of coffee to people, providing “1 Nescafe with 1 unique moment” so that everyone can enjoy. Wherever you are, you will be able to find Nescafe around, whether in shopping complexes, supermarkets/hypermarkets or even grocery stalls. GOALS/ ACHIEVEMENTS: Giving people the unique moments (comfort, relaxations) through Nescafe. Stress, pressures, working overtime has led the people to have at least a cup of Nescafe coffee to relax them, having chit-chat with friends/colleagues as well, to prevent from emotional influences. SKPIMCS Page 8BRU Some moments in life are special and close to heart. Bru makes these moments with loved ones even more magical... It Is India's largest coffee brand that offers a range of coffee products. Its rich aroma and unique blend makes every moment. come alive. Ever since its inception, Bru has been on a constant Endeavour to bring better products and formats to the consumer with every passing year. With the launch of Cappuccino in 2007, Bru pioneered the launch of instant coffee premixes in India for the youth. Then in 2010, a premium filter coffee with a blend of 85% coffee and 15% chicory was introduced under the brand name BRU Select. Pp) In 2011, BRU Lite, a light-tasting coffee with classic Mocha flavor, was launched for people who avoid coffee because of its bitter taste. In the same year BRU Exotica was launched which is premium freeze dried coffee sourced from some of the world’s best coffee-producing regions like Colombia, Brazil and Kilimanjaro, With BRU Exotica, Bru brought in ‘the world’s finest coffee experience’ for the discerning Indian consumer. Later, in the same year, BRU Gold - a 100% pure granulated coffee with an uplifting aroma and superior taste - was launched. Bru’s specially selected and freshly roasted coffee beans offer a great cup of aromatic coffee to the consumers, which makes their moments of genuine warmth and happiness even more special. Bru also has opened cafes in Mumbai under the name BRU World Cafe with world coffee experiences to be enjoyed out of home. —_— SKPIMCS Page 9KEY FACTS Number 1 Coffee brand in India Unilever's only Coffee brand Enjoys a rich heritage, came into existence in 1962 under the brand name Deluxe Green Label Consistently offering better and newer products to the consumer through improved packaging solutions and innovative product formats Enjoys a strong presence at various out of home locations To earn the loyalty of customers and grew the business by developing and marketing coffee products that are leaders in quality and customer enthusiasm. VISION We envision Bru to become the coffee supplier of excellence to its customers throughout the region, by consistently delivering exciting products, sensation and experiences to an increasing number of admirers Page 10SCOPE AND OBJECTIVE OF THE STUDY SCOPE: Generally scope can be considered among two parts: 1) Regional Scope 2) Functional Scope Here our regional scope is limited up to Gandhinagar (Sector 23) OBJECTIVES: There are mainly two types of objectives: 1) Primary Objective :- > To analyze the customers preference with respect to (Nescafe and Bru coffee) 2) Secondary Objectives :- ® To know customers suggestions and recommendation about (Nescafe and Bru coffee) » To Study the Consumer Perception about the taste and availability of product. SKPIMCS Page 11RESEARCH METHODOLOGY INTRODUCTION OF RESEARCH: Research is done to gain some knowledge so it may aid in understanding the information gathered on specific topic. It is a scientific and systematic way of understanding information on specific and particular subjects, It is a scientific investigation to understand the cause and effect as well as the reasons through investigation. It is an academic activity. Research is a process in which the researcher wishes to find out the result fora given problem and thus the solution helps in future course of action. SKPIMCS Page 12SOURCES OF DATA COLLECTION = PRIMARY DATA SOURCE: The primary data means the data gathering for first time for the problem solution directly from the sample or population as per the requirement. ¥ Interviews ¥ Questionnaires ~ Observation * SECONDARY DATA SOURCE: The secondary data consists of information that has been already exists somewhere and has been collected for some specific purpose. ¥ Books ¥ Website ¥ Journal v Annual Report For this research, we used Primary data (Questionnaires} as well as secondary data (Books, Website) OO SKPIMCS Page 13RESEARCH DESIGN “ RESEARCH INSTRUMENT: Questionnaire- ¥ Face-to-face ¥ Close ended ¥ Open ended f SAMPLE SIZE: Sample Size is taken 50 out of which 8 questionnaires had been rejected due to different choice of respondent as per our research. —__—_———__—_ ee eee SKPIMCS Page 14DATA ANALYSIS Q1. What do you prefer? Particular | Respondents Coffee 18 Tea 8 Both 24 TOTAL 50 30 as 20 +—— 15 10 34 o+— — Coffee Tea Both SKPIMCS. Page 15Q2. How many times in a day would you prefer it? Particular Respondents ‘One time 20 2 times 16 More than 2 times. 6 TOTAL a2 pepe 20 i 10. 55 a} ‘One time 2rimes More than 2 times INTERPRETATION = Major of the sample size use to have coffee one time in aday. SKPIMCS Page 16Q3,How many members of your family prefer to have coffee? Particular | Respondents 1 10 2 3 3 20 All 9 TOTAL a2 INTERPRETATION = From the example size we find that 50% of the family members using coffee. SKPIMCS. Page 17Q4. Which coffee brand do you prefer? Particular | Respondents Nescafe 35 Bru 5 Other 2 TOTAL a2 INTERPRETATION = Majority of choice about coffee is given to Nescafe. —————————_— eee SKPIMCS Page 18QS. From where did u see our product? Particular Respondents Advertisement 12 Own experience 2 Reference 18 TOTAL 42 INTERPRETATION = Majority of people are choice Nescafe from their own experience. SKPIMCS. Page 19Q6.Are you satisfied with your product and advertisement? Particular | Respondents Yes 35 No 7 TOTAL a2 INTERPRETATION = 75% people of our survey are satisfied with the product and its advertisement. SKPIMCS Page 20Q7.Where you influenced by the brand ambassador of our product and started drinking it? Particular | Respondents Yes 30 No 12 TOTAL 42 SKPIMCS. Page 21Q8. How frequently do you buy it? Particular | Respondents Every week 17 15 days 20 month 5 TOTAL a2 mevery week m5 days 1 month INTERPRETATION = The area which we have survey we found that 20 out of 50 are buying coffee in 15 days. oO eee SKPIMCS Page 22Q9.Where do you prefer drinking it? Particular | Respondents At home 20 In café 10 Roadside 12 TOTAL 42 28 2 | a5 10 7 s| a! Athome Incaté Roadside INTERPRETATION = Most of the people are prefer to drink coffee at home. SKPIMCS. Page 23Q10. Which one does u prefer? Particular Respondents Caffeinated 6 De- 36 Caffeinated TOTAL 42 Caffeinated De-caffeinated INTERPRETATION = Most of to people love to drink de-caffeinated coffee. SKPIMCS. Page 24Q11. Why do u prefer specific brand, rank it on the following basis: BRU NEU HS Ds NEU 8 2) 2 1 1 sf 1p al 4 1 & 3) 2 3 2 ‘quantity 7 3/3 1 a reathiness | 20] 1] 30 offal 2 2 15 10 ‘SB quality. ; ull. ol. -- ad w]e ]=|m]e]s Ne INTERPRETATION = The reason to chose Nescafe is on following basis Price — customers are satisfied with the price of product Taste — Customers like much better test of Nescafe then Bru any other brand. Qualities — Customers are satisfied with the quality of Nescafe and they are neutral at quality. Healthiness - Preference to healthiness is satisfying to the customer, SKPIMCS Page 25RESEARCH FINDINGS On the basis of that research we find that in case of coffee people are much influenced by taste rather than Advertisements and other things. > If the Buying decision of consumer is rated - I“ preference will go to Taste, 2" will go to Availability, ae preference will go to schemes, 4" preference will go to likeness, and Sth preferences will go to Advertisement. eee SKPIMCS Page 26LIMITATIONS OF REPORT We put our whole heart on this project. But still are certain limitations while doing the research work. Some of the limitations are as follows. ¥ As we did our project in limited area of our residents, so it becomes difficult to conduct survey. ¥ We take only 50 respondents it is too small for find out the consumer perception. ¥ There might have been tendencies among the respondents to ampli or filter their responses under the testing. Y In some cases, the respondent was not giving us the proper reply. He/she might think that this is only wastage of time or this might create some problem etc, And as a result he/she has given some fake answers and fills the questionnaire very casually. Page 27CONCLUSION Coffee is a major export commodity in developing country like India liberalization of coffee market has given rise to competition and to survive in this competitive market newer and newer strategies are need to be formed to take the advantage of opportunities arising in this market. In Indian market there is a huge sector who using the Nescafe compare to Bru and other. On the basis of price, taste, quality, quantity, healthiness. OO SKPIMCS Page 28BIBLIOGRAPHY INTERNET: www.nescafe.com www. www.google.com www.wikipidia.com ucoffee.com BOOKS: Magazines Research Methodology by C.R Kothari V—_—_—_—_—_—————————————_—_—eeeeeeeeeeo SKPIMCS Page 29QUESTIONNAIRE Respected Sir/Madam We are MBA student of SKPIIMCS. As of the course of our curriculum, we are doing the market research. Therefore, | need your valuable view for the question given below. | will be highly grateful to you. Qi. What do you prefer? © Coffee o Tea © Both Q2. How many times in a day would you prefer it? o Onetime © 2times © More than 2 times Q3.How many members of your family prefer to have coffee? of o2 o3 o All Q4. Which coffee brand do you prefer? © Nescafe o Bru © Others QS. From where did u see our product? © Advertisement © Own experience © Reference Q6.Are you satisfied with your product and advertisement? o Yes o No ere SKPIMCS Page 30Q7.Where you influenced by the brand ambassador of our product and started drinking it? o Yes 2 No Q8. How frequently do you buy it? o Every week © 15 days o 1month Q9.Where do you prefer drinking it? o Athome o Incafé o Roadside Q10. Which one does u prefer? © Caffeinated o De-caffeinated 11. Why do u prefer specific brand, ran on the following basis: Nescafe H DS Neutr al Bru H.S. DS Others Neut | H.S. ral BS Neut ral Price Taste Qualit y Quanti Health iness Page 31 SKPIMCS