ITM – WARANGAL

13-04-12

BRAND PREFRANCE SURVEY- TEA
The Indian tea is an epitome of taste, warmth and happiness. Tea brings cheers and this fact is well known to tea lovers all over the world being the largest producer of tea in the world India also consumes large amount of tea. "Chai" as tea beverage is known in India has become an essential part of daily life.

BY:
Bishwajeet Jha 22 Geethika Reddy 23 Kunal Manek 47 Moumita Datta 48 Maneesh Mallam 44

MENTOR:
P.Satish Chandra

4/11/2012

for providing a great support. I take the opportunity to convey my sincere gratitude to my research mentor SATISH CHANDRA sir for his helpful guidance during my survey period. I am highly thankful and immensely obliged for his constant guidance and words of inspiration. I do not have adequate words to convey my emotion rather than feeling of gratitude. . Director of ITM Business school. I specially wish all my friends a vote of thanks as without their valuable supports this report would have not been possible.T. The success of my survey work is the amalgamation of my hard work and co-operation of respondents.ACKNOWLEDGEMENT Nothing can be gained or acquired without hard work which leads to success. who delivered their precious time without any hesitation. First of all I would like to thank god and my parents who showered their blessing upon me in each step of my survey & I express my deep sense of gratitude DR. for the people who helped me in making my survey report purposeful. Last but not the least.DAYAKAR RAO.

SUBJECT of the PROJECT 3. METHODOLOGY USED 5. CONCLUSIONS 8. SUGGESTION 7. APPENDIX . ANALYSIS & FINDINGS 6.CONTENTS 1. OBJECTIVES of the PROJECT 4. INTRODUCTION 2. LIMITATIONS 9.

green tea. Robert Bruce(1823) – discovered wild tea plants growing in Upper Brahmaputra Valley. Though consumption of the black tea leaf is wide spread. Assam and Nilgiri tea are becoming very popular all over. black tea. the strong Assam tea leaf and brisk Nilgiri tea from Southern India. May 1838 – Tea from Assam sent to England for public sale for 1st time. India produces finest tea leaf in the World and the Darjeeling. Organized agro industry Provides gainful direct employment to backward and socially weaker section of the society. • • • In 1780 – Tea cultivation experimented in India with seeds from China by Robert Kyd. The range of teas in India consists of premium much in demand Darjeeling tea leaf from Darjeeling tea estates in West Bengal. "Chai" as tea beverage is known in India has become an essential part of daily life.INTRODUCTION INDIAN TEA The Indian tea is an epitome of taste. . Tea brings cheers and this fact is well known to tea lovers all over the world being the second largest producer of tea in the world India also consumes large amount of tea.  The famous specialty flavors are Darjeeling tea and Assam Tea from the north and Nigeria tea from the south. and organic tea. the green tea is also becoming popular for its taste and healthy properties. The varieties in India are the white tea leaf. Each of the tea producing regions in India has their unique and distinct taste of which the tea drinkers know best. warmth and happiness.  Some of the features of Tea Industry are mentioned below:     • Labor intensive Productivity and quality Long gestation period Perishable in nature and demand is relatively inelastic to price.  India ---produces some of the world's finest teas. INDUSTRY OVERVIEW India ---the second largest tea producer and consumer in the world.

To understand the various factors that contributes to purchase of particular brand.    To know the preference of particular tea brand by consumer.• Tea plantations in India -mainly located in rural hills and backward areas of North-eastern and Southern States India has dual manufacturing base-produces both CTC and Orthodox teas in addition to green tea.  To understand the reasons for consumption of tea by people. To know about the various methods of consumption of tea in India. • MAJOR PLAYERS IN INDIAN TEA INDUSTRY SUBJECT OF THE PROJECT .BRAND PREFRANCE SURVEY OF TEA OBJECTIVES OF THE PROJECT RESEARCH OBJECTIVE:- Complete overview of Tea Industry in India. .

Questionnaires & Interviews STATISTICAL TOOLS USED    Graph Bar Diagram Tabular Form DATA OBTAINED   Respondents were of the AGE GROUP between 20-50 Income – pm <10.Analytical and Descriptive DATA COLLECTION METHOD: .000 10000-25000 >25000 19 44 37 19% 44% 37% once a day twice a day more than twice a day occasionally/rarely never 6 51 38 4 1 6% 51% 38% 4% 1% . To understand the satisfaction level of the brand used by the consumer.Primary Data by Survey Method SOURCES OF DATA: . METHODOLOGY USED TYPE OF RESEARCH: .

 Reason for consumption Its a regular habbit Its good for health Its refreshing Other 38 21 51 4 38% 21% 51% 4%  Brand Specific yes no 59 41 59% 41%  Preference of Tea Flavored Plain Green Tea Herbal Tea 45 44 19 12 45% 44% 19% 12% .

.Loose Tea.Pataka.Waghbakri..Waghbakri...others 31 31% 12 12% 26 26% 18 18% 11 11% 9 9%  Alternate Brand Tata Tea Gold Brooke Bond Taj Mahal Brooke Bond Red Label Tetley Tea Lipton Tea Taaza.Loose Tea.others 16 16% 23 23% 26 26% 13 13% 10 10% 18 18%  Role of Social Status yes no 49 51 49% 51% . Preferred Brand Tata Tea Gold Brooke Bond Taj Mahal Brooke Bond Red Label Tetley Tea Lipton Tea Taaza.Pataka.

I'm Brand Loyal ! Rarely/Seasonally Quite Often Frequently.I'm like to try new things! 24 % 46 % 16 % 14 % .It tastes good It smells good It is relaxing/energetic It gives a social message I like it's Ad I don't give it much thought 45 22 39 7 5 14 45% 22% 39% 7% 5% 14% Satisfaction Levels Higly Satisfied Satisfied Not so satisfied Not satisfied at all 33 % 52 % 13 % 2% Never.

Just for change This is better than previous one Seasonal change e.g flavoured/ice tea in summers This is less expensive This had an offer associated with it at the time of purchase I like the social message it gives Other 32 % 13 % 23 % 19 % 19 % 4% 3% .

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We took the sample size of 100 people and with the help of questionnaire prepared we tried to find out necessacary information. The aim was to know that which brand is preferred mostly by the people and we also tried to understand various aspects related to consumption of tea. Through the analysis we came to know that the most preferred brand is TATA tea gold and in the absence of visibility people switches over Brooke bond Red Label tea and most of them agreed over the point that social status doesn’t play any major role in purchase of tea. Through the analysis of the data obtained that people mostly like to consume tea twice daily and even most of them is not sure about the reason of consumption of tea. Respondents were of age 20-50 and they supported us in getting the answers. People also agreed that they like having tea mostly at home and next best option was at . Most of the people using the preferred brand is satisfied from it and the reasons for satisfaction is the good taste given by the brand they use and mostly due to seasonal effect or non availability is the reason for switching on to another brand. The detailed analysis of the findings is as follows. The reason given by the people for shifting to another brand varied between just for a change to seasonal effect and offer associated with the alternate brands.ANALYSIS & FINDINGS The questions asked in the survey were related to our research work regarding the brand preference of tea.

 We can go for a wide base of population as sample for more accurate results.  We can take a wider area into consideration to reach a large mass of people. The people going for cafeterias’ were mostly young people and they agreed tea is the best for passing the time. offers associated. This helped us to infer that people give more preference to quality than on pricing. Next thing was that the visibility of product at the time of purchase plays a key role and generally people find the impact of advertisements on their buying behaviour. .  We can go for other methods of survey instead of questionnaire like online method as well as telephonic methods of survey for faster and accurate results. On the basis of our findings and analysis we would like to suggest the following points. SUGGESTIONS Although the survey was done with a limited number of people but it helped us in finding a lot many things related to our research. visibility.Office and cafeteria. One of the most important for going for a particular brand is taste given by the tea of that brand and at the same time price was not considered as important factor at the time of purchase. Next thing was the offer given by different brands also motivates the people to switch to alternate brand at the point of purchase. taste and impact of ads helped us to understand maximum about the factors influencing purchase and consumption. The ratings given by people on the factor related to purchase of tea like price. From this we can infer that the messages given by the advertisements of different brand helps the people to decide for a particular brand and affects their buying behaviour.

Following are the main limitations:1. We came to know about the various reasons which led to switching of people to alternate brands and also we were able to know about factors like price. study could not be so deep. Due to lack of knowledge. 3. 5. At last we can say that whatever is the pattern of consumption and whichever be the proffered brand tea is considered as the best alternative for refreshment as well as for time pass. Only questionnaires have been used as a source of data.CONCLUSION With the help of the research conducted by our team we were able to understand various facts related to tea. offers. Due to lack of interest of some participants exact data can’t be inferred. We were not only able to understand about the most preferred brand but also were able to unearthen various facts related to purchase and consumption of tea. 2. It is consumed by every section of the society and its fragrance has dissolved in all parts of the country. study could not be so deep. the most Current data could not be well presented. . 6. 4. Some data are not available for some companies. visibility of product in the purchase of product. Due to data collected much earlier of submission of project report. LIMITATIONS Though this study provides better knowledge about the tea industry but still it has some limitations. Due to short time span.

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People views has been given preference. Questionnaire prepared by we people based on need of situation. QUESTIONNAIRE “Brand Preference Survey” Name * Age Income How often do you consume tea? * .APPENDIX BIBLIOGRAPHY: 1. 2.

Waghbakri.Waghbakri.Pataka.Why do you consume tea *     Its a regular habbit Its good for health Its refreshing Other: Are you specific about the brand of Tea you consume * Which type of tea do you prefer *     Flavoured Plain Green Tea Herbal Tea Which is your most prefered brand *       Tata Tea Gold Brooke Bond Taj Mahal Brooke Bond Red Label Tetley Tea Lipton Tea Taaza.Pataka..Loose Tea.Loose Tea...others Does social status play a part in selection of your tea brand * Why do you prefer your favourite brand *       It tastes good It smells good It is relaxing/energetic It gives a social message I like it's Ad I don't give it much thought How frequently do you alter/shift from your regular brand * .others Which is your alternate brand *       Tata Tea Gold Brooke Bond Taj Mahal Brooke Bond Red Label Tetley Tea Lipton Tea Taaza..

Imp 3 – Not a Factor at all .Why would you shift to another brand? *        Just for change This is better than previous one Seasonal change e.Very imp Taste Price Visibilty/Availability of Product Impact of Ads Offers/Others 2 .g flavoured/ice tea in summers This is less expensive This had an offer associated with it at the time of purchase I like the social message it gives Other: Where do you usually drink your tea? *     At Home At Work At a Cafe Traveling & Everywhere in between How satisfied are you with your present brand * How do you rate the following factors important in your buying pattern * 1 .

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