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Introduction
1.1. History
Tea is an aromatic stimulant, containing various polyphenols, essential oils, and caffeine.
The beverage is of the same genus as the important horticultural plant, Camellia, anevergreen prized for its particularly beautiful flowers.
The tea plant itself is Camellia sinensis, a native of Southeast Asia. The tea brewed from
the dried leaves of this plant has been drunk in China probably for thousands of years and
certainly since the 10th century BC, from which time written records of its use survive.
After the introduction of tea in 1657, Britain became the only European country of tea
drinkers rather than coffee drinkers. In recent years, however, coffee has gained in
popularity, challenging tea's status. Tea was introduced into North America by early
settlers but was heavily taxed by the British, eventually resulting in the well-known Boston
Tea Party of 1773. Tea is drunk by about half of the world's population. China, India,
Indonesia, Sri Lanka, and Japan are the main producers.
Leaf buds and young leaves (the 'tips') are used in making tea, the age of the leaves
determining the taste and name of the particular commercial variety. Orange pekoe is made
from the youngest leaves and souchong from the fourth leaves. After picking, the leaves
either are dried immediately and completely to produce green teas, such as gunpowder, or
are partially dried and then allowed to ferment to produce various kinds of black teas, such
as orange pekoe and souchong. Oolong tea is partially fired and then steamed, thus being
intermediate between green and black teas.
After being sorted on the basis of size, all grades of tea are packed in foil-lined chests to
prevent the absorption of odors or the loss of aroma during shipment. Tea is sometimes
allowed to absorb the scent from various flowers; jasmine and mango are particular
favourites.
1.2. Current scenario of the Indian Tea Sector
At present, tea is grown in more than 50 countries around the world. Countries in Asia and
Africa are the major tea growers and to a very small extent the crop is cultivated in Europe,
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South America and Australia. Among the tea producing countries of the world, China has
the largest area under the crop (1.26 million hectares orphan), followed by India (0.52
mha), and Sri Lanka (0.19 million ha). India is the largest producer of tea in the world
accounting for almost 27% of the global production. In India, tea is primarily grown in
Assam, West Bengal, Tamil Nadu and Kerala. Tea is also grown on a small scale in a few
other states viz., Tripura, Karnataka, Himachal Pradesh, Uttaranchal, Sikkim, Bihar,
Manipur, Orissa, Nagaland and Arunachal Pradesh. Tea is a plantation crop with high
degree of labour-intensity. The sub-tropical climate of North-eastern and parts of Southern
India is favorable to the cultivation of many plantation crops, such as tea and coffee. Tea is
basically a rain-fed crop, and is usually grown in areas where annual rainfall varies from
1,150-6,000 mm. Humidity conditions also have an impact on tea production and yield,
with relative humidity (RH) of 80-90% being considered favorable during the growth
period of tea plants. However, productions adversely impacted with RH of below 50%. The
tea-plant is initially trained into a small bush by centering low within a few months of
planting, by removing the central leader stem in order to encourage development of lateral
branches. The lateral branches are cut toad convenient height of 40 to 50 cm and the
growth above this is periodically cut. Thus small, compact bushes formed. New shoots are
allowed to grow unhampered and these shoots are tipped, leaving a growth of 20-30
centimeters (cm) above the pruning cut, depending on that kind of plant. The crop is then
harvested at regular intervals.
India is the largest producer of tea in the world with annual production of over 900 million
kgs, representing over 28% of the world production of 3.2 billion kgs. The Indian Tea
Industry was in recession for the last few years due to high level of taxes, very high social
cost, low labour productivity, no commensurate change in wages to changes in productivity
or realizations and unavailability of adequate funds for replanting and rejuvenation of old
tea bushes. During the last few years, exports from India have been languishing owing to
the low international prices particularly for tea imported from Africa and Vietnam. This
also resulted in cheap imports into India for re-exports thus impacting domestic prices.
However, after seven years of recession, the Indian Tea Association (ITA) hopes to regain
the growth momentum, which it enjoyed in the mid-nineties.
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1.3. Recent Developments in the Tea Industry:
Tea has been the most common drink in the rural India due to its affordability and
healthiness. The Tea Board is taking various health awareness programs to push the
demand. We expect the robust demand from the rural market to continue. Tea suffers from
staid and non-contemporary image. In order to counter the non-contemporary image
of tea consumption in India, the Tea Board and Ministry of Commerce has launched
promotion campaigns for communicating tea as a healthy and lifestyle beverage and
making it more appealing and contemporary. These campaigns have been targeting
customers from various age groups.
Recently, Cabinet Committee on Economic Affairs (CCEA) gave the go-ahead to set up a
Special Purpose Tea Fund (SPTF) under the Tea Board to fund re-plantation and
rejuvenation activities aimed at improving the age profile of tea plantations. This is going
to benefit the companies having finance constrains but potential to improve. The CCEA
also gave its approval for providing budgetary support towards outstanding statutory due
Salary/wages in respect of defaulting CPSEs under the department of heavy industry. The
move expected to motivate employees for better output and prepare them to achieve the
goal of revival companies.
The Tea Industry both in Assam and West Bengal have discussed with the Trade Unions
for the Implementation of productivity inked wage rates for the tea workers with a view o
partially regain the Industry's competitiveness in the global market. With the
implementation of the above policy the operating margins for the companies in the industry
is expected to improve. The recent developments in the industry give an early signal for the
revival of Industry, but the effect of all will be gradual.
1.4. Promotion of Tea as a Health Drink
Because of low growth in domestic consumption in major producing countries, and the
higher prevalence of coffee consumption in some major tea importing countries such as
US, the tea industry has increasingly focused on promoting tea as a `health drink'.
As per the researches , it has been determined that the different types help in different types
of ailments. Few of them are cured to some extent. Few of them are mentioned:-
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Heart disease
Cancer
Liver disease
Decaffeinated tea act as Herbal teas
1.5. Extent of Competition
Competitive intensity in the Indian tea industry is high because of the high number of
players. However, while around 5,000 big growers have an annual output of 800-825 mkgs,
the estimated 0.12 million small growers have an annual output of only around 100-125
mkgs. In India, smallholders coexist with large corporate holdings and medium proprietary
gardens in the North and South of India. Traditionally small growers were concentrated in
South India with some distribution in Himachal Pradesh and the Kumaon region of
Uttaranchal. However, buoyant tea prices in the mid-1990s encouraged an expansion in
both the North and the South of India, either through conversion from other crops or
plantings in new areas.
The branded tea sector in India has two major players. Hindustan Lever Ltd. (HLL) leads
this segment with a market share of followed by Tata Tea. Unilever/HLL owns Lipton
Yellow Label (the world's most popular tea brand). Lipton Ice Tea (the world's most
popular ready-to-drink tea brand), Brisk (number one selling ready-to-drink tea brand in
the US). Tata Tea owns Tetley (second biggest tea bag brand worldwide; brand leader in
the UK and Canada; well-established major brand in the US and Australia). Duncans Tea is
the number three players in the branded tea market and Goodricke. There are also some
well-known regional players like the Jivaraj and Wagh Bakri. Some of the small regional
brands, which pose a major threat to the majors, are Lasa, Isaphani, Manmouji, Sugnadh,
Marvel, Mohani, Tulsi, Mansook etc. Some of the companies like HLL are introducing
new products that target the health conscious consumers. With the entry of new players and
brands in the market combined with the stepping in of foreign brands like Dilmah into the
sector, the sector is expected to moderate growth at 5-6% per annum and healthy
competition in the near future.
1.6 Major Brands in Indian Tea Industry
Unilever:
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Brooke Bond:-
1. Red label
2. Taj Mahal
Lipton:-
1. Yellow Label
2. Green Label.
Tata Tea
1. Tata Tea (Gold)
2. Taaza
3. Tetley
4. Agni.
Duncun
1. Double Diamond
Goodrike
1.7 Tea Tasting
Like any other industrial product, tea is also assessed for its quality and value. The tea
maker in the factory to ensure of the quality of the product and to prevent defects if any is
doing this in the first instance.The made tea of an estate, is also tested by the commercial tasters (generally known as
broker) for determining the quality and its value. The term taste is used here in its general
sense and includes aroma.
Tea tasting is aimed at describing and evaluating teas in the form of individual grades or as
blended product. The description and evaluation include the appearance of the dry tea, of
the infused leaf and of the infusion obtained by brewing the tea with boiling water, the taste
characteristics of the infusion, commonly called the liquor, etc. During tasting the various
characteristics that make up a tea liquor viz. briskness, strength, colour, body, quality and
aroma or flavour, are assessed individually.
In assessing the characteristics of a tea the taster first examines the dry tea for colours,
uniformity, twist, tip and aroma and then passes on to the infused leaf. Ideally, this should
be of a bright copper colour and substantially devoid of the green tinge of unchanged
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chlorophyll. From the colour and evenness of the infused leaf the taster forms his opinion
about the quality of the fermentation. The brightness of the infused leaf is correlated with
brightness of liquor and both are indicative of briskness.
1.8 MARKETING:
The process of growing and manufacturing tea and its subsequent marketing involves
complexities and distinguishing factors not associated with any other commodities. Options
are limited in the business of tea at every stage and this in turn brings some of the
constraints necessitating careful attention.
Tea is a perennial crop. Newly planted tea bushes require at least three years to attain
maturity and start yielding green leaves for manufacture of made tea. The life of the tea
bush is more than 100 years and the economic age of tea bush is also around 100 years
although it depends upon the type of tea plant, climatic condition and the care received
from the planters during the life time. Therefore tea grower cannot turn to crop rotation
when the prices are weak nor can he increase output in a short time to take advantage of
higher ruling prices. Tea is also a perishable goods and cannot be stored for indefinite
period without affecting the quality. So decision of the tea growers to regulate the
marketing of tea within six to eight months from the date of manufacture to fetch
maximum price is an important one. Although tea can be stored with proper arrangements
for a period of six to eight months, the general intention of tea growers is to market their
teas within four to six weeks from the time of its manufacture in order to recoup the
liability towards cost involved in the tea field, estate factory or in trading factory. Only
financially sound tea producer/manufacturer is perhaps able to take risk of delayed
marketing of their produce and can avail any possible opportunity arising out of upward
price movement in the tea market.
There are two well defined stages in the marketing of any product including tea. These are
Primary and Secondary. In the primary marketing teas grown in the tea estates reaches to
the traders of either domestic or of importing countries. In the secondary stages of
marketing teas from the traders reaches to consumers of either domestic or overseas.
1.9 GOVERNMENT POLICIES
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Regulation on Production, Marketing and Distribution
The tea industry in India is highly regulated. Under the Tea Act, 1953, the Tea Board has
been constituted by the Government of India (GoI) to regulate the production and extent of
cultivation of tea; improve the quality of tea; promote cooperative efforts among growers
and manufacturers of tea; secure better working conditions and the provisions and
improvement of amenities and incentives for workers; etc. Permission has to be obtained
from the Tea Board for planting of tea on any land not planted with tea; replacement of tea
area by planting tea on area not planted with tea. The Tea Board also regulates and controls
the total area of land under cultivation. The Tea (Marketing) Control Order, 2003 regulates
tea sales and stipulates that a defined percentage of tea produced from each garden be sold
through the auction system. The Tea (Distribution and Export) Control Order, 2005
provides that no distributor shall carry on the business of distributing imported tea and no
exporter shall export tea or export imported tea except under a business licence obtained in
accordance with the provisions of the Order. In order to ensure the supply of genuine
Darjeeling tea and check labeling of other teas as Darjeeling Teas, the Government has
incorporated a compulsory system of certifying the authenticity of exported Darjeeling tea
into the Tea Act. This system makes it compulsory for all the dealers in Darjeeling tea to
enter into a licence agreement with the Tea Board of India on payment of an annual licence
fee. The terms and conditions of the agreement provide, inter alia, that the licensees must
furnish information relating to the production and manufacture of Darjeeling tea and its
sale, through auction or otherwise. The Tea Board is thus able to compute and compile the
total volume of Darjeeling tea produced and sold in the given period. No blending with teas
of other origin is permitted. The customs authorities in India have instructed, by circular,
all customs checkpoints to check for the certificates of origin accompanying the Darjeeling
tea consignments and not to allow the export of any tea as Darjeeling without this
certificate. This ensures the sale-chain integrity of Darjeeling tea until consignments leave
the country.
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1.10. Need of the study
The purpose of the research is to analyze the consumption pattern of hot tea among the tea
consumers. In the study consumption pattern is analyzed and which varies according to
age, sex and in general, we can say that consumption pattern on gender basis. Female
shows upward trend towards consuming hot tea as to their counter part male. To check the
satisfaction level of consumer with their changing trends of consuming tea. The study also
states that the consumer preference towards the branded and unbranded tea. In the study the
retailers testimonials also effects during the consumer buying decision in Tea.
1.11. Objectives:-
1. To study the consumer habits regarding consumption of tea.
2. To study the consumer buying behavior regarding un-branded and branded tea.
3. To study the impact of Retailer on consumer tea buying decision.
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Chapter- 2
Review of literature
Wazlawik et al (2008), has studied that the study investigated the effects of the
consumption of green tea (GT) for 7 d on biomarkers of oxidative stress in young men
undergoing resistance exercise. In the control group, exercise did not affect the values of
LH, thiobarbituric acidreactive substances, and FRAP, although it did reduce the levels of
GSH (P < 0.05). In addition, exercise increased CK, AST, and XO activities, although it
did not change the values for hypoxanthine or UA. Green tea reduced the postexercise
concentration of LH and increased the values of total polyphenols, GSH, and FRAP. GT
also inhibited a significant rise in CK and XO activities induced by exercise. Furthermore,
GT decreased the AST activity and hypoxanthine and UA concentrations before and after
exercise. The assessment of food consumption revealed that the participants had an
unbalanced diet, particularly in relation to vitamin E and carotenoids. Consumption of
GT, a beverage rich in polyphenols, may offer protection against the oxidative damage
caused by exercise, and dietary guidance for sports participants should be emphasized.
Sarins & barrows (2006), conducted research study was on an examination of current
food and beverages trends in India and an assessment of potential products. Implication for
managers, this paper provides an overview of Indian business environment, the Indian
consumer and the factors affect in drinking change. Further, this paper examines food and
beverages trends on India and identifies the premium food and beverage product. Finally, it
evaluates the potential for future demand for luxury food and beverages products in the
food service environment and make recommendation for felicitating growth in this area.
Jolliffe (2006), studied on tea relates to hospitality in both the home and commercial
contexts. Tea, when taken out of the home situation, represents a service product with a
resultant revenue stream that has the potential to be more than a cuppa. The main finding
of the project is Identifies from a practitioner viewpoint the possibilities for using tea to
increase profits within the hospitality business.
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Aroyeun & Olubamiwa (2005), studied on tea and herb teas are popular beverages with
potential health benefits. This study evaluates the potential for the development of wine
using infused tea leaves as a raw material. The taste of the wines produced from tea leaves
and the aroma compared favourably with other commercially known tropical fruit wines
used in the assessment, although there is need for further work on the improvement of the
colour of the tea wines.
Rastogi (2005), conducted his research study on a study of consumption pattern for tea
with regard to income. The study tells that there is a strong relation of tea consumption
pattern with the income. Low-income and rural consumers drink less tea. There are more
likely to buy tea in loose forms and are more willing to substitute tea with others drinks. In
recent years, overall tea consumption by this group has declined, and there has been shift tocheaper brands.
Maheshwari (2005), conducted her research was on the study of drinking habit of tea on
eastern region. This research provided an insight of culture and drinking habits of eastern
people. Tea is a cultural symbol in this part. These people use different method and variety
for tea drinking.
Chander (2005), Studied the antioxidants and lipid lowering activities of Indian black tea.
Indian black tea, CTC, Leaf and dust produced by Tata Tea Ltd., Kolkata ,(India), was
studied in virtue as potential scavenger of oxygen free radicals. Feeding with black tea in
normal rats for sixty days increased their antioxidants activities and their lever microsomes
were shown to be protected against per oxidation of lipid as stimulated by metal ions with
enzymic or non enzymic reactants. The antioxidants and lipid lowering activities of both
extracts from CTC leaf and dust tea was comparable and may be due to the presence of
natural products like catechin and others.
Sharma (2003), did his research on the impact of tea drinking on the health. It was the
secondary research & the finding of the research was that all though there are several myth
associated with the tea drinking related to gastric problems & heart disease also but
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drinking has also some benefits related to health like tea drinking is good for heart disease
prevent cancer and keep body active and energetic.
ocused on caffeine. This report deals with caffeine its chemical identity and dietary
sources, its intake by individuals in the United States and its known biological effects.
CHAPTER-3
RESEARCH METHODOLOGY
A successful completion of any project and getting genuine results from that depends upon
the method used by the researcher. The plan or the methodology for this study is laid upon
the following basis:
1. Research design
2. Sources of data collection3. Research approach
4. Research instruments
5. Sampling plan
i. Framework of the population
ii. Sampling procedure
iii. Universe
iv. Population
v. Sampling unit
vi. Sampling size
6. Contact method
3.1 Research Design
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A research design is an arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
It constitutes the blueprint for collection, measurement and analysis of data.
The research design for my research is exploratory, as I will be exploring the consumption
pattern of hot tea with special reference to branded vs. unbranded tea in Chandigarh city.
3.2 Data sources
The task of data collection begins after a research problem had been defined and a research
design had been chalked out. While deciding about the method of data collection, the
researcher should keep in mind two types of data viz., primary and secondary.
The primary data are those, which are collected a fresh and for the first time and thus
happen to be original in character. The secondary data are those that have already been
collected by someone else and which have already been passed through the statistical
process. The methods of collecting primary data are to be originally collected, while in case
of secondary data the nature of data collection work is merely that of compilation.
This research mainly involved the primary sources of collecting the data with emphasis
given to the secondary data wherever it was required.
For primary data collection I adopted the structured schedule, which was filled by
hundred respondents who were consuming tea.
The secondary data of my research has been collected through newspapers,
magazine related to branding, some web sites, journals and some previous
researches.
3.3 Research approach
The approaches mainly opted by the researcher to get the results include behavioral,
survey, focus group, observational approaches etc.
For conducting this research the approach used was Survey approach (interview of the
people).
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3.4Research instruments
The primary data was obtained during the course of doing research in a systematic manner
with the help of schedule and interviewing people.
Schedule: The schedule used by me for the purpose of data collection was of structured
type (Non-disguised). The schedule was designed keeping in mind the research problem,
which included the closed and open ended questions.
3.5 Sampling plan
Framework of the population: Respondents of this survey had been the residents of
Chandigarh city and Retailers of Departmental store.
Sampling technique: In this research study, nonprobability convenience sampling
is opted for. Convenience sampling is done purely on the basis of convenience or
accessibility.
Sampling unit: Single individual who is consuming tea, retailer who is dealing in
tea and resident of Chandigarh.
Sample size: A sample size of 100 respondents was taken for conducting this
research and 25 Retailers.
Universe: It refers to all the eligible respondents of a particular research around the
world. The universe for my research is the consumers and traders in Chandigarh.
Population: It refers to part of universe from which the sample for conducting the
research is selected. Universe & population can be same in some researches. The
population for my research is the consumers and traders of tea in the Chandigarh
city.
3.6 Contact method
Each and every respondent was surveyed directly by meeting them personally and
interviewing them. This was done so that the actual behavioral and psychological responses
could be achieved. Moreover, the person feels free to respond when given a chance to
express his thoughts openly.
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3.7 Statistical tools
Classification and Tabulation transforms the raw data collected through schedules and
personal interviews into useful information by organizing and compiling the bits of data
contained in each of the 100 schedules of tea consumer and 25 Retailers(Dealing in Tea)
i.e., observations and responses are converted into understandable and orderly statistics for
further analysis and interpretation.
Following applications of statistics are used to organize and analyze the data:
Simple tabulation of data using tally marks.
Calculating the percentage of the responses.
Formula used:
Percentage= (Number of responses/Total responses)*100
Graphical analysis by means of bar graphs etc.
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Chapter 4
4.1. Data Analysis and Interpretation of consumer
Table No.: 4.1.1: Consumption of Tea
Options Respondents
Yes 45
No 5
Graph No.: 4.1.1. Consumption of Tea.
Analysis: The Graph No. 4.1.1 shows that all the 50 respondents consume tea and there is
no such respondent who do not consume tea.
Interpretation: From the above table we can interpret that the whole of community
consume tea either occasionally or regularly. Thus it is the well accepted beverage in thesociety. Tea is the kind of beverage which every body can get every where. There are Tea
kiosks which are available in every street.
Table No.: 4.1.1.1: Span of consuming Tea
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Class Intervals Respondents
05 5
610 5
1120 15
21-40 22
> 41 3
Graph No.: 4.1.1.1. Span of consuming Tea
Analysis: The Graph No.4.1.1.1. show that the 22 respondents are consuming tea from the
last 21-40 yrs, where as 15 respondents are taking tea from the last 11-20 yrs. 20
Respondents are taking below 10 yrs. Rest of the respondents are consuming tea from more
than 40 yrs.
Interpretation: From the above figure, as we can see that the majority of the people are
consuming tea from the last 30 or 40 yrs. Therefore they become habitual of tea. The main
scope which we can find out that the people would consume tea in the long run.
Span of consuming Tea
15; 30.00%
22; 44.00%
5; 10.00%
5; 10.00%
3; 6.00%
0--5
6--1011--20
21-40
> 41
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Table No.: 4.1.2.: People preference towards the Tea and Coffee
First Preference First Preference
Tea Coffee
37 13
Graph No.: 4.1.2. People preference towards the Tea and Coffee
Analysis: The Graph No.4.1.2 shows that the 38 Respondents prefer Tea to Coffee and 12
Respondents prefer Coffee to Tea.
Interpretation: We can say that the first preference of consumer is still the Tea rather than
the Coffee. Tea is the kind of beverage which every body can get everywhere. Availability
of product makes the impact on choice of consumer. In research I found that the people are
loyal towards the tea even some are consuming tea for the long.
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Table No.: 4.1.3. Different kind/variety of Tea consumed by consumer.
Options Branded Unbranded Both
CTC 30 4 7
Leaf Tea 2 0 0
Both 6 1 0
Graph No.: 4.1.3. Different kind/variety of Tea consumed by consumer.
Analysis: The Graph No.4.1.3 shows that 76% of the people prefer branded tea and 10%
prefer unbranded tea whereas 14% prefer both of the branded as well as unbranded tea.
Figure shows that Out of 76 respondents, 78.9473% people consume Branded CTC,
5.2671% consume Branded Leaf Tea and 15.7894% consume both branded CTC and Leaf
Tea. In case of unbranded Tea, Out of 10 respondents, 80% consume CTC and 20% Both
CTC & leaf tea. Out of 14 respondents 100% consuming branded & unbranded tea.
Interpretation: In this we can conclude that from branded tea, Day by day people are
becoming brand conscious regarding any product. Thus majority of the people now a day
are opting for the branded tea. we can say that from branded tea, maximum community
consuming CTC instead of leaf tea or both. The major brands in CTC are Tata Tea, Brook
Bond, Lipton and many others. In this the scope of Branded CTC is bright for new entrants
in the market. One more thing the companies can do for the promotion of leaf tea is to
present as a health tea and status symbol.
Different varieties of Tea
30 47
2 0
03 1
0
0%10%
20%30%
40%50%
60%
70%80%
90%100%
Branded Unbranded Both
Resp
ons
es
Both
Leaf TeaCTC
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Table No.: 4.1.4. Brand preferences of people
Brands Respondents
Taj Mahal 22
Yellow label 4Red label 20
Tata tea 26
Tetley 7
Taaza 4
Marvel 1
Green Label 3
Any Other 3
Choice Of Brand
22; 24.44%
4; 4.44%
20; 22.22%
3; 3.33%
3; 3.33%
1; 1.11%
7; 7.78%
4; 4.44%
26; 28.89%
Taj Mahal
Yellow label
Red label
Tata tea
Tetley
Taaza
Marvel
Green Label
Any Other
Graph No.: 4.1.4. Brand preferences of people
Analysis: The Graph No.4.1.4 shows that 28.89% of the people prefer drinking Tata tea
(gold).Thus Tata tea is the most preferred brand of tea. The second next prefer brand is Taj
Mahal with 24.44%. followed by red label at the third place with 22.22%, Tetley at forth
place with 7.78%.
Interpretation: The above table shows that Tata tea is having very good name amongconsumers. People prefer Tata Tea because of excellent taste (providing little amount of
tea leaves in packing for flavour). People also prefer Taj Mahal, Red Label and Tetley as
these are having very good brand name and providing consistent quality. People are now
starting prefers Tea bags.
Table No.: 4.1.5. Frequency of consuming tea
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Frequency of consuming tea
8; 8.00%
52; 52.00%
24; 24.00%
16; 16.00%Occasionally
1-2 cups/day
3-5 cups/day
>5 cups/day
Graph No.: 4.1.5. Frequency of consuming tea
Analysis: The Graph No.4.1.5 shows that the 52.00% people take Tea 1-2 cups daily.
24.00% the Second most preferred frequency of consuming tea is 3-5 cups daily. Others arelike 16.00%like more than 5 cups/day and 8.00% like to take tea occasionally.
Interpretation: We can say that most of the community takes 1-2 cups of tea daily which
shows people prefer drinking tea every day whether it is single cups a day. Thus we can say
the market potential will definitely good in Chandigarh for tea. After having a cup of tea
people feel that they are relaxed and getting more energy for work. There are very few
people in community who consume tea occasionally.
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Table No.: 4.1.6. Timing of consuming Tea.
Time of having tea
54; 34.1772%
18; 11.3924%
58; 36.7089%
0; 0.0000%
28; 17.7215%
Morning
Afternoon
Evening
Night
Any time
Graph No.: 4.1.6. Timing of consuming Tea.
Analysis: The Graph No.4.1.6 shows that the 36.7089% respondents are like to take Tea in
Evening. The second most preferable time to have a cup of Tea is Morning with 34.1773%.
Rests are the 17.7215% in anytime and 11.3924% in Afternoon.
Interpretation: We can interpret this as a majority of community is consuming tea in
Evening which shows people consume tea for relaxation as tea is a known for energy drink.
The second most preferred time i.e. morning. It shows that people they are habitual of
consuming tea as it is the general psyche of the people that they do not feel fresh in the
morning until and unless they have a cup of Tea.
Table No.: 4.1.7. Liking towards flavored tea.
Options Responses
Morning 54
Evening 58
Afternoon 18
Night 0
Any time 28
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Option Respondents
Yes 34
No 16
Graph No.: 4.1.7. Liking towards flavored tea.
Analysis: The Graph No.4.1.7 shows that the 34 respondents (68.00%) like to have a
flavored tea and 16 respondents (32.00%) do not like the flavored tea.
Interpretation: We interpret from the above table that majority of the people have their
liking towards their flavoured Tea. The various flavour are added to the tea these days in
the form of Cardamom, Ginger, Clove and masalas.
Table No.: 4.1.7.1. Flavors liked by the people.
Liking of flavored tea
34; 68.00%
16; 32.00%
Yes
No
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Flavors Responses
Cardamom 48
Fennel 12
Clove 10
Ginger 44
Any other 8
Consumer flavour preference
48; 39.3443%
12; 9.8361%10; 8.1967%
44; 36.0656%
8; 6.5574%
Cardamon
Fennel
Clove
Ginger
Any other
Graph No.:4.1.7.1. Flavors liked by the people.
Analysis: The Graph No.4.1.7.1.shows that the 48 respondents (39.3443%) like
Cardamom, 44 respondents (36.0656%) like Ginger, 12 respondents (9.8361%) like fennel
and further 10(8.5574%), 8(6.5574%) like clove and any other.
Interpretation: From the above graph, we can say that the Cardamom is the most
preferred additional ingredient in Tea. It helps to increase the aroma of Tea as well as taste.
The second best ingredient is Ginger as it helps in improving the digestive
And throat system. In any other people like the tulsi, tea masala, mulathi etc
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Table No.: 4.1.8. Reasons for consuming tea.
Purpose Responses
Habitual 62
Medical purpose 4
Get together 14
Relaxation 48
Any other 2
Purpose of consuming Tea
62; 47.6923%
48; 36.9231%
2; 1.5385%
4; 3.0769%
14; 10.7692%
Habitual
Medical purpose
Get together
Relaxation
Any other
Graph No.: 4.1.8. Reasons for consuming tea.
Analysis: The Graph No.4.1.8 shows that the 62 respondents (47.6923%) take tea for
habitual, 48 respondents (36.9231%) have tea for relaxation, 14 respondents (10.7692%)
take tea for get together, and further are 4 and 2 respondents (3.0769%) & (1.5385%).
Interpretation: It shows that the majority of community is habitual and also feel relax to
consume tea. So this shows that people become habitual after they start taking tea for the
relaxation purpose. Others are following with fewer shares in consuming tea.
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Table No.: 4.1.9. Change in current consumption in last 2 yrs.
Option Respondents
Increased 12
Decreased 10
Neutral 28
Graph No.:4.1.9. Change in current consumption in last 2 yrs.
Analysis: The Graph No. 4.1.9 shows that the 28 respondents (56.00%) have neutral
consumption, 12 respondents (24.00%) have increased consumption and 10 respondents
(20.00%) have decreased in their consumption in last 2 yrs.
Interpretation: The above table shows that majority of community consumption of tea is
neutral i.e. fixed amount of cups are consumes per day which were consumed 2 yrs back.
The increasing trend shows that there is a market potential for new entrants. The net result
comes in increasing the consumption of tea instead of decreasing.
Change of consumption in last 2 years
12; 24.00%
10; 20.00%
28; 56.00%
Increased
Decreased
Neutral
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Reason for change in the consumption of Tea
Increase:
1. Feel energetic
2. Feel alert and focused
3. Release the stress of work
4. Passing for leisure time
5. Aid in digestion
Decrease:
1. Due to acidity
2. Doctor Recommendation
3. Belief that tea is having alien components
4. Sugar problem
5. Incline towards milk intake
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Table No.: 4.1.10. Factors influencing purchase.
Factors Responses
Taste 90
Color 26Quality 52
Price 20
Availability 10
Brand name 42
Advertisement 4
Schemes 10
Packing 6
Friends 4
Factors inf luen cing Tea p ur
90; 34.0909
26; 9.8485
52; 19.6970
10; 3.7879 20; 7.5758
42; 15.9091
4; 1.5152
10; 3.7879
6; 2.2727
4; 1.5152Taste
Color
Quality
PriceAvailability
Brand nam e
Adve rtis em e
Schemes
Packing
Friends
Graph No.4.1.10. Factors influencing purchase.
Analysis: The Graph No. 4.1.10 shows that the 90 responses (34.0909%) are in the favor
of taste, 52 respondents (19.6970%) are in favor of quality, 42 respondents (15.9091%) are
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in the favor of brand name, 26 respondents (9.8485%) are in the favor of color and further
are followed by these respondents for 20 (7.5758%)for price,10 (3.7879%) for availability,
10 (3.7879%) for schemes, 6 (2.2727%) for packing, 4 (1.5252%) for friends.
Interpretation: We can say that the taste of tea is the most preferable attribute to affect the
customer purchase. The taste attribute is such a big factor that people become habitual to
that particular brand. The second best attribute is quality of product on that nobody do
compromise with quality attribute. People can spend thriftily for taste and quality. The
third one is Brand name which gives the feeling to associate themselves with credibility of
the company.
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Table No.: 4.1.11. Consumer satisfaction level with kind/brand of tea.
Options Respondents
Highly dissatisfied 0Dissatisfied 0
Neutral 3
Satisfied 35
Highly satisfied 12
Satisfaction level Highly dissatisfied Dissatisfied Neutral Satisfied Highly satisfied
Ranking -2 -1 0 1 2
Satisfaction level Highly dissatisfied Dissatisfied Neutral Satisfied Highly satisfied Total
Mean score 0*-2=0 0*-1=0 6*0=0 70*1=70 24*2=48 100/118=1.18
Graph No.:4.1.11. Consumer satisfaction level with kind/brand of tea.
Analysis: The Graph No.4.1.11 shows that the 70 respondents (70.00%) are satisfied with
their present brand. 24 respondents (24.00%) are highly satisfied and 6 respondents
(6.00%) are neutral. In neutral they are not having problem with their present brand. Other
Satisfaction level of Tea consumer
0; 0.00%
70; 70.00%6; 6.00%
0; 0.00%
24; 24.00%
Highly dissatisfied
Dissatisfied
Neutral
Satisfied
Highly satisfied
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respondents did not having problem (dissatisfied and highly dissatisfied) with their present
using problem. By calculating the mean score that is 1.18 represent the result are in the
favor of satisfied category.
Interpretation: It shows that the majority of people are satisfied with kind/brand of tea
which shows that people are loyal to the particular tea purchase. In this the stunning result
is that nobody even dissatisfied with their present buying. As in this research some fact
came out that the some people are taking tea for very long and faithful towards the
particular buying.
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Table No.: 4.1.12. Different age Group of respondents.
Age 71
Person 4 40 8 24 22 2 2
Respondents Age
8; 7.8431%
24; 23.5294%
4; 3.9216%
2; 1.9608%
22; 21.5686%
2; 1.9608%
40; 39.2157%71
Graph No.:4.1.12. Different age Group of respondents.
Analysis: The Graph No.4.1.12 shows that the 40 respondents (39.2157%) are in the age of
21-30, 24 respondents (23.5294%) are in the age of 41-50, 22 respondents (21.5686%) are in
the age of 51-60 and others are followed by 8 (7.8431%), 4 (3.9216%), 2 (1.9608%),
2(1.9608%) are in the age group of 31-40, 71.
Interpretation: The above graph shows that the majority of respondents are in the age group
of 20-30 which means that the younger generation is fond of taking tea. These are the
potential customer. They can be the target customer in upcoming days. The second age group
is 40-50 which shows that these people are the habitual and loyal customer of tea.
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Table No.: 4.1.13. Demographics of sample population
Gender Male Female
Respondents 58 42
Classification of population
58; 58.00%
42; 42.00%Male
Female
Graph No.:4.1.13. Demographics of sample population
Analysis: The Graph No.4.1.13 shows that out of 100 respondents, 58 respondents
(58.00%) were the male and 42 respondent (42.00%) were the female.
Interpretation: This is the demographic characteristics regarding respondents. In this the
male are more than the female respondents. In this study I found that female are more fond
of having tea than male. Female tea consumption is increasing in last 2 yrs and male are
lacking in tea consumption as compare to female consumption.
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Table No.: 4.1.14. Change in consumptions pattern
Options Branded Unbranded Both
Increase 20 2 2
Decrease 12 4 4
Neutral 44 4 8
Total Consumption
20 2 2
124
4
444
8
0%
20%
40%
60%
80%
100%
Branded Unbranded Both
Consumption of different type of tea
Neutral
Decrease
Increase
Graph No.:4.1.14. Change in consumptions pattern
Analysis: The Graph No.4.1.14 shows that 76 respondents (76.00%) of the people prefer
branded tea and 10 respondents (10.005%) prefer unbranded tea whereas 14 respondents
(14.00%) prefer both of the branded as well as unbranded tea. Out of 76 branded
respondents, the 20 respondents (26.3157%) consumption has been increased, 12
respondents (15.7894%) consumption has been decreased and 44 respondents (57.8947%)
consumption has been neutral. Out of 10 unbranded respondents, 2 respondents (20.00%)
consumption has been increased, 4 respondents (40.00%) consumption has been decreased
and 4 respondents (40.00%) consumption has been neutral. Out of the 14 respondents both
(branded & unbranded), 2 respondents (14.2857%) consumption has been increased, 4
respondents (28.5714%) consumption has been decreased and 8 respondents (57.1428%)
consumption has been neutral.
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Interpretation: The consumption of branded tea is mostly neutral. The net effect is that
the consumption of branded tea is increasing in rest of the respondents. In unbranded tea
the net effect is that the consumption of unbranded tea is decreasing. In both (Branded &
Unbranded) Tea, most of people consumption is neutral and the net effect is decreasing.
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Table No.: 4.1.15. Change in Male Tea consumption pattern
OptionsBranded Unbranded Both
Increase 8 0 2
Decrease 10 4 4
Neutral 24 0 6
Male Tea Consumption
8
02
10
4
4
24
0
6
0%
20%
40%
60%
80%
100%
Branded Unbranded both
Types of Tea
Neutral
Decrease
Increase
Graph No.:4.1.15. Change in Male Tea consumption pattern
Analysis: The Graph No.4.1.15 shows that the 58 Male Tea consumption respondents. In
branded tea there are 42 respondents (72.4137%) prefer branded tea and 4 respondents
(6.8965%) prefer unbranded tea whereas 12 respondents (20.6896%) prefer both of the
branded as well as unbranded tea. Out of 42 branded respondents, the 8 respondents
(19.0476%) consumption has been increased, 10 respondents (23.8095%) consumption has
been decreased and 24 respondents (57.1428%) consumption has been neutral. Out of 4
unbranded respondents, 4 respondents (100%) consumption has been decreased and there
is no increase or neutral consumption in this segment. Out of the 12 respondents both
(branded & unbranded), 2 respondents (16.6666%) consumption has been increased, 4
respondents (33.3333%) consumption has been decreased and 6 respondents (50.00%)
consumption has been neutral.
Interpretation: There is overall decrease in consumption of male respondents. There are
many reason for decrease might be the reason are coffee preference, cold beverages
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preference, doctor recommendation, health problem (Sugar, Acidity) etc. The net effect in
male tea consumption is decreasing in every type of tea. The consumption of branded tea is
mostly neutral. The net effect is that the consumption of branded tea is decreasing. There is
100% decrease in unbranded Male tea consumption. In both (Branded & Unbranded) Tea,
more than half of people consumption is neutral and the net effect is decreasing in tea
consumption.
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Table No.: 4.1.16. Change in female Tea consumption pattern
OptionsBranded Unbranded Both
Increase 12 2 0
Decrease 2 0 0
Neutral 20 4 2
Female Tea consumption
12 2
0
20
0
20 4
2
0%
20%
40%
60%
80%
100%
Branded Unbranded both
Types of Tea
Neutral
Decrease
Increase
Graph No.:4.1.16. Change in female Tea consumption pattern
Analysis: The Graph No.4.1.16 shows that the 42 female Tea consumption respondents. In
branded tea there are 34 respondents (72.4137%) prefer branded tea and 6 respondents
(6.8965%) prefer unbranded tea whereas 2 respondents (20.6896%) prefer both of the
branded as well as unbranded tea. Out of 34 branded respondents, the 12 respondents
(19.0476%) consumption has been increased, 2 respondents (23.8095%) consumption has
been decreased and 20 respondents (57.1428%) consumption has been neutral. Out of 6
unbranded respondents, the 2 respondents (1234%) consumption has been increased, thereis no decrease in consumption and the 4 respondents (3434%) consumption has been
neutral. Out of the 2 respondents both (branded & unbranded), 100% female tea
consumption is neutral.
Interpretation: The consumption of branded and unbranded tea has been increased.
Female tea consumption has been increased instead of Male tea consumer. Thus the women
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have higher consumption rate then men. In research most of the female did not able to
specify the particular reason for their increase but again there are some common reason i.e.
Work load, relaxation, freshness etc. there may be some another reason that they are having
time and resources for making tea for them.
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Table No.: 4.1.17. Tea consumption of different age groups.
Options 71
Increase 2 10 2 8 2 0 0
Decrease 0 4 2 6 6 2 0
Neutral 0 26 4 10 14 0 2
Graph No.:4.1.17. Tea consumption of different age groups.
Analysis: The Graph No.4.1.17 shows that the tea consumption of different age groups.
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group i.e. 61-70 & >71, In first one the 2 respondents (100%) consumption has been
decreased and second one the 2 respondents (100%) consumption has been neutral.
Interpretation: There are some reasons behind all the changes or remain same in tea
consumption. Youngsters and teenagers are known for a good consumer in any field. There
tendency is spend the money on drinks, eatables and attires. The above table shows that the
consumption of 21-30 is increasing as compare to other age groups. In this age group
respondents tea consuming habit rather increase or remains neutral. Respondent consumption
increase by 100% below 20 age group. In the age group of 61-70 the consumption of tea is
decreasing 100%. In the age group of above 71 the consumption is still constant. In old age
the consumption of any would be decrease or remain neutral. There is no chance in
increasing of consumption at this age level.
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Table No.: 4.1.18. Tea consumption pattern of Males age group
Options 71
Increase 0 4 2 2 2 0 0
Decrease 0 4 2 4 6 2 0
Neutral 0 14 4 2 8 0 2
Male Tea Consumption Pattern
04 2 2 2
0 00
4
2
4
6
2
00
144
2
8
0
2
0%
20%
40%
60%
80%
100%
71
Class Interval
NeutralDecrease
Increase
Graph No.:4.1.18. Tea consumption pattern of Males age group
Analysis: The Graph No.4.1.18 shows that the Male tea consumption of different age groups.
Below 71, In first one the 2
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respondents (100%) consumption has been decreased and second one the 2 respondents
(100%) consumption has been neutral.
Interpretation: In the early age or younger and teenager having the tendency of increasing
or stable in their consumption. Male tea consumption is still constant in early and middle age.
The above table shows that, though the total consumption of tea is increasing in age group of
21-30 but in the case of male the effect is nil. The consumption is decreasing in the age group
of above 40. When the male step into the old age, they are health conscious and stabilize or
decrease their consumption.
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Table No.: 4.1.19. Tea consumption pattern of Female age group
Options 71
Increase 2 6 0 6 0 0 0
Decrease 0 0 0 2 0 0 0
Neutral 0 12 0 8 6 0 0
Female Tea Consumption Pattern
2
6
0
6
0 0 0
0
0
0
2
0 0 0
0
12
0
8
6
0 00%
20%
40%
60%
80%
100%
71
Class Intervals
NeutralDecrease
Increase
Graph No.:4.1.19. Tea consumption pattern of Female age group
Analysis: Analysis: The Graph No.4.1.19 shows that the Female tea consumption of
different age groups. Below 71, there is no respondent.
Interpretation: The most astonishing result comes from this research is that the Female are
more fond of taking tea and their consumption level has been increased and neutral. In all the
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age group they like to take tea. From adolescence age till old age their consumption level
keep on increasing and even in the old age their consumption is 100% neutral. All most
negligible decrease has been recorded.
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4.2.Analysis and Interpretation
Table No.: 4.2.1. Retailers sell different types of Tea.
Option Respondents
Branded 10
Unbranded 0
Both 15
Graph No.: 4.2.1. Retailers sell different types of Tea.
Analysis: The Graph No. 4.2.1 shows that the retailers sell the different type of tea. The 10
respondents (40%) are dealing in the branded tea. There is no retailer who deals only in
unbranded tea .The 15 respondents (60%) are dealing in both (branded and Unbranded) tea
Interpretation: Maximum Retailers sell the both tea (branded & unbranded). There are
reasons for selling both branded and unbranded tea that the improve profit margin,
developing the relationship with customers, fear of loosing the customer (if some branded
product are not available at shop) and most common factor for branded tea is the market
demand.
Table no: 4.2.2. Retailer recommends Tea to their customer.
Retailers sell different type of Tea
10; 40.00%
0; 0.00%
15; 60.00%
Branded
Unbranded
Both
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Option Respondents
Yes 11
No 14
Graph No.: 4.2.2. Retailer recommends Tea to their customer.
Analysis: The Graph No.4.2.2 shows that the Retailer recommends tea to their customer.
The 11 respondents (44%) are recommend or giving suggestion to their customers and 14
respondents (56%) are not assisting in buying to the customers.
Interpretation: All the retailers who sell branded tea do not like to assist to their tea
customer in their buying. They feel that customers make their mind at home for tea
purchasing so there is very less scope of influencing to the customer for very less margin
product. And the retailers who recommend to their customer are those who sell the
unbranded tea. In unbranded tea, retailers are able to develop good relation with consumer
and it helps to increase the profitability of firm.
Retailer recommends Tea to their customer
11; 44.00%
14; 56.00%
Yes
No
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Table No.:4.2.2.1. Consumer influenced by Retailer tea purchasing suggestion.
Option Respondents
Yes 11
No 0
Graph No.: 4.2.2.1. Consumer influenced by Retailer tea purchasing suggestion.
Analysis: The Graph No. 4.2.2.1 shows that the consumer influenced by the retailer tea
purchasing suggestion. All the 11 respondents (100%) of this category said yes that the
customer get influenced by their suggestions. No one denied that the tea consumer do not
get influenced by their suggestion.
Interpretation: The unbranded tea consumer got influenced by the retailer suggestions.
There are some reasons that the consumers are having the trust, faith and relationship with
the retailer so they are easily convinced. In these even retailers are keeping main things in
their mind that the no compromise with quality and price must be less then the branded tea.
Customer influenced by Retailer Tea purchasing suggestion
11; 100.00% 0; 0.00%Yes
No
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Table no: 4.2.2.2. Factors on which customer accepted the Retailer suggestion.
Factors Responses
Trust 7
Brand value 2
Quality 3
Price 6
Trial offer 7
Any other 0
Factors on which customer accepted retailers
suggestion
7; 25.0000%
2; 7.1429%
3; 10.7143%
6; 21.4286%7; 25.0000%
3; 10.7143%
Trust
Brand value
Quality
Price
Trail offer
Any other
Graph No.:4.2.2.2. Factors on which customer accepted the Retailer suggestion.
Analysis: The Graph No. 4.2.2.2 shows that the factors on which customer accepted
retailer suggestions. Respondents are 11. They gave 28 responses. Out of the 28 Responses,
7 each responses (25%) go to 2 main attributes i.e. Trust and Trial offer. 6 responses
(21.4286%) go for price. 3 responses (10.7143%) go for quality and last 2 responses
(7.1429%) go for brand value.
Interpretation: The trust and trial offer plays the significance role in the marketing
strategies. Even price is also followed these two attributes. All the retailers are able toconvince the consumer on the behalf of having their good faith and relation with consumer.
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Table No. 4.2.3.1. Reason for selling the Branded Tea.
Options Branded
Profit Margin 0
Market demand 24
Customer relation 0
Any other 9
Reason for selling branded Tea
0; 0.0000%
24; 72.7273%
0; 0.0000%
9; 27.2727%
Profit Margin
Market demand
Customer relation
Any other
Graph No.:4.2.3.1. Reason for selling the Branded Tea.
Analysis: The Graph No. 4.2.3.1 shows that reason for selling branded tea. All the 25
respondents are dealing in branded tea. These 25 respondents gave the 33 responses for
reason for selling the branded tea. The 24 responses (72.7273%) comes under the market
demand. In the any other case, 9 respondents (Retailers) (27.2727%) are having the fear of
loosing the customer, standard tea quality and easy to complaint handling. There is no
response in the favor of profit margin and customer relation.
Interpretation: Retailers sell the branded tea to avoid the tension of quality and
promotion. There are other reasons to sell branded tea i.e. market demand and fear of
loosing customer. Retailer do not want to put themselves in quality and standard
specifications because if there is any problem occurred in tea attributes then customer
would stop that retailer for further purchase.
Table No.:4.2.3.2. Reason for selling the unbranded Tea
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Options Unbranded
Profit Margin 10
Market demand 0
Customer relation 12
Any other 4
Reason for selling Unbranded Tea
10;
38.4615%
0; 0.0000%
12;
46.1538%
4; 15.3846%
Profit Margin
Market demand
Customer relation
Any other
Graph No.:4.2.3.2 Reason for selling the unbranded Tea
Analysis: The Graph No. 4.2.3.2 shows that the reason for selling unbranded tea to
customer. The total respondents are 15 in unbranded tea are having 26 responses. Out of
the 26 responses, 12 responses (46.1538%) come under the customer relationship, 10
responses (38.4615%) comes under the profit margin and rest of the 4 responses comes
under any other i.e. providing the best quality at less price. There is no response in the
market demand.
Interpretation: This shows that customer choice is effected by retailers sincere effort
towards selling their unbranded tea. In this retailer are getting good margin and help to
develop a good relation with customer. Retailers thought that if customer start liking to
their unbranded tea then he/she would come to their shop for tea. By this they can sell other
things with it.
Table No.: 4.2.4. The particular brand display help to convince the particular purchase.
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Option Respondents
Yes 11
No 14
Branded Tea display result in sales
11; 44.00%
14; 56.00%
Yes
No
Graph No.: 4.2.4.The particular brand display help to convince the particular purchase.
Analysis: The Graph No. 4.2.4 shows that the branded tea display result in sales. The total
respondents are 25. Out of these respondents 11 respondents (44%) said yes and another 14
(56%) said no.
Interpretation: It helps to know about the consumer psychology about their buying
behavior. The brand display is less effective in the case of tea selection. Most of the
retailers denied the effect of tea display on shelves result in sales.
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Chapter-5
Results and Findings
Majority of the communities still prefer tea to coffee.
Tata tea (Gold) is the most accepted brand of tea in the market.
Maximum people drink 1-2 cups of tea per day on an average
The most preferred time for consuming tea is in morning
The Cardamom is the most preferred additional ingredient in Tea. It helps to
increase the aroma of Tea as well as taste. The second best ingredient is Ginger as it
helps in improving the digestive and throat system.
Majority of the people become addicted to tea and thus they feel relax after
consuming tea.
Factors which have lead to the increase or decrease in consumption of tea
Increase:
1. Feel energetic
2. Feel alert and focused
3. Release the stress of work
4. Passing for leisure time
5. Aid in digestion
Decrease:
1. Due to acidity
2. Doctor Recommendation
3. Belief that tea is having alien components
4. Sugar problem5. Incline towards milk intake
The taste of tea is the most preferable attribute to affect the customer purchase. The
taste attribute is such a big factor that people become habitual to that particular
brand.
More customer loyalty has been seen in case of branded tea
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Young generation now a days are fond of taking tea and these will be target groups
for the marketers in the up coming days
Reason for decrease in Male consumption of tea is the preference of juices and
other cold beverages.
The women have higher consumption rate then men.
In the early age or youngster and teenagers have the tendency of increasing or
stable in their consumption. Male tea consumption is still constant in early and
middle age.
In all the age groups, Females like to take tea.
In unbranded tea, retailers are able to develop good relation with consumer and it
helps to increase the profitability of firm.
The unbranded tea consumer got influenced by the retailer suggestions. There are
some reasons that the consumers are having the trust, faith and relationship with the
retailer so they are easily convinced.
The trust and trial offer plays the significance role in the marketing strategies.
Retailers sell the branded tea to avoid the tension of quality and promotion. There
are other reasons to sell branded tea i.e. market demand and fear of loosing
customer.
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Chapter-6
Suggestions
From the survey of Consumers and Retailers, I would like to suggest few things to enhance
the consumption of tea.
People suggest that the company should launch the different kinds of flavours like
vanilla, strawberry, lemon etc.
Tea Board of India should take necessary steps to improve the tea quality by
implementing standard quality measures.
Major players and Tea Board of India should promote in opening up of tea
contemporary bars.
Better promotional tools should be used by various companies to make tea popular
among youth and middle age people.
Making people aware about the health benefits of tea.
Companies should try to focus on female tea customer because their tea drinking
have increased over a passage of time and also they are known for making major
decision in kitchen commodities.
Retailers can strengthen the Unbranded Tea Market with the help of their good
relation with the customers.
Retailers should project the unbranded tea as at par to branded one in quality and
taste at lesser price as it is more profitable for them.