Satisfaction of Tea

A
Project report

On

“Consumer behavior towards consumption of tea”

Submitted by:
VAGHELA VIJAY J.
Roll no. 47
TYBBA (marketing)

Guided by:
Mr. Zakir A. Patel
Assistant professor

Submitted to:
Naranlala College of Commerce & Management, Navsari
Veer Narmad South Gujarat University, Surat

In partial fulfillment of the requirement for award of degree of BBA

Year- 2010-2011

CERTIFICATE

This is to certify that the project report on “Consumer behaviour towards consumption of tea” is submitted by Mr. Vaghela Vijay J. (T.Y.BBA, marketing) Roll no. 47 to the Naranlala College of Commerce & Management, Navsari in partial fulfillment of degree of bachelor of business administration from the veer Narmad South Gujarat university, surat.

Mr. Zakir a. Patel Dr. R.C. Gandhi
(HOD, marketing) Director, NLCCM

CERTIFICATE

This is to certify that Mr. Vijay J. vaghela student of Naranlala College of commerce & management, navsari had done his survey work on “Consumer behaviour towards consumption of tea” at navsari area. For this survey work, he has taken almost two months (dec.15 to march 10, 2011) during his tenure whatever assigns to him, was carried out successfully by him. We gave him our best wishes or his bright future and success in his carrier ahead.

Place: signature
Date:

Acknowledge

An Acknowledgement is meant to facilitate all those people who have lent support and help for the successful of the project and I take this opportunity to greatly acknowledge those who have directly or indirectly helped and made this project happen

Firstly, I wish to thank Naranlala College of commerce & management and take this opportunity to thank to our director, Dr. R.C. Gandhi and to our professor Mr. Z.A. Patel (HOD, marketing), who guided me and gave his valuable suggestions and guidance while preparing the project report. It was nice experience for me to work with able guidance; they not only gave information but refined my knowledge about subject

I also want to thanks to the teaching and non teaching staff of the institution for their help to complete my project.

In the end, but not the least I want to give a word of thanks of all my colleagues who were a constant source of inspiration in successful completion in my work.

Declaration

I, the undersign Mr. Vaghela Vijay j., here by declare that this project work entitled “Consumer behaviour towards consumption of tea” is my own work and is not submitted to any other university or institution for any other purpose.

PLACE: VIJAY J. VAGHELA

DATE:

Table of contents:-

NO. PARTICUTARS PAGE NO.
1 executive summary
2 literature review
3 introduction to tea
4 history of tea
5 research methodology
6 data analysis & interpretation
7 findings
8 recommendation
9 conclusion
10 list of table
11 list of figure
12 questionnaires
13 bibliography

Executive summary

Today the importance of project work is increased in business world. Field work is useful tool together information through which various decisions can be taken

My topic for study is “Consumer behaviour towards consumption of tea”. This survey will focus on attitude towards tea. I have selected Naranlala College as the case study the topic. I selected tea as it is one of the most used and familiar product which is used by people for relaxing themselves. The interest of people in using this product becomes even more important as it is a daily use product. Hence my interest to study Consumer behaviour towards consumption of tea became quite a more pressing. Tea has become one of the most common needs of the consumers. More and more people using tea, so it will be easier to collect information within the limited time and lees cost

The primary data will be collected by survey through personal interview. A structured questionnaire will be prepared. Other secondary data will be collected through internet. Sampling method to be used is of non-probability type as it is easiest and simplest way to conduct survey, then an analysis of collected data will be done by percentage and graphically method. On that basis conclusion will be derived.

With the help of this survey, I will come to know about the factors which affect the consumers’ attitude towards consumption of tea and about the brand that has significant market share in industry. Even the purchasing frequency, place from where they prefer to buy, usage rate etc. shall be studied in this project. An appropriately designed project report shall be prepared on the basis of the work done during the project study.

Literature review

My topic is on “Consumer behaviour towards consumption of tea”. I had taken the data or other information regarding my topic through the website, magazines or through the news paper

I had taken the research methodology from the book “marketing research”.

I had taken the information of the project from the websites.
I had taken history of the tea – www.Google.com

I had taken the different information of different brands of tea from the different websites likes-

- www.waghbakaritea.com

-www.jivrajtea.com

-www.tatatea.com I had done the analysis from the navsari and near by the village.

I had done the data analysis of percentage, average and graphical.

I had study restrict itself to the analysis of the consumers’ preference, percentage and consumption of different type of tea.

Despite of the fact that learning is all pervasive in our life, psychologies do not agree on how learning takes place, how individual learn is a matter of interest to marketers.

Introduction to tea

Tea is a caffeinated hot beverage, an infusion made by steeping the dried leaves or buds of the shrub camellia sinensis in hot water. In addition, tea may also include other herbs, spices, or fruit flavours.

The word “tea” is also used, by extension, for any fruit or herb infusion; for example, “rosehip tea” or “camoline tea”. In cases, where they contain no tea leaves, some people prefer to call these beverages “tisanes” or “herbal teas” to avoid confusion. This article is concerned with the “true” tea, camellia sinensis.

The tea plants are one of the camellia family (camellia sinensis) which is indigenous to china and India. The leaves are stiff, shiny and pointed, and the flowers, which resemble the buttercup in shape, are white with golden stems. The plant requires a warm, wet climate with at least so inches (135mm) of rain a year and well-drained soil. It grows at varying altitudes up to 7,000 feet.

The quality of tea depends on climatic conditions. At higher altitudes the growth of the plants is slower and the crops smaller, but the quality will generally be better only the bud and two top leaves from each stalk are picked for processing.

Like win, each crop reflects the character of the region in which it is grown soil, climate, the amount of rain and time of year the tea is plucked influences its character. China is credited with originating tea cultivation, and tea plants now grow in about 30 countries. However the best quality teas come from India.

History of tea

According to Chinese my theology, in 2737 BC the Chinese emperor, shen nung, scholar and herbalist, was sitting beneath a tree while his servant boiled drinking water. A leaf from the tree dropped in to the water and shen nung decided to try the brew. The tree was a wild tea tree

Conversely the Indian and Japanese legends both attribute and discovery of tea to bodhidharma the devout Buddhist priest who founded Zen Buddhism. The Indian legend tells how in the fifth year of a seven year sleepless contemplation of Buddha he began to feel drowsy. He immediately plucked a few leaves from a nearby bush and chewed them which dispelled his tiredness. The bush was a wild tea tree.

From the earliest times tea was renowned for its properties as a healthy, refreshing drink. By the third century AD many stories were being told and some written about tea and the benefits of tea drinking, but it was not until the tang dynasty (618AD-906AD) that tea become china’s national drink and the word ch’a was used to describe tea

The first book on tea “ch’s ching”, circa 780AD, was written by the chines author Lu yu. It comprises three volumes and covers tea from its growth through to its making and drinking, as well as covering a historical summary and famous early tea making utensils and some say that the book inspired the Buddhist priests to create the Japanese tea ceremony. The spread of cultivation throughout china and Japan is largely accredited to the movement of Buddhist priests throughout the region. The modern term “tea” drives from early Chinese dialect words-such as tchai, cha and tay- used both to describe the beverage and the leaf known as camellia sinensis to western botanists, tea is an evergreen plant of the camellia family

Brook bond:-

Brook bond was brand name tea retailer in the United Kingdom.

In 1869, Arthur Brooke opened his first shop with his £400 savings called “brook bond & company” there was no ‘Mr. Bond ’: the name “seemed to him to sound well”. His shop opened at 29 market street, Manchester, England.

The most famous brand of brook bond is PG tips, launched in1930. Brook bond is a part of unilever. The brook bond name has been dropped for all external communication and, in the UK, is used only internal corporate communication

Tata Tea:-

set up in 1964 as a joint venture with UK-based James finlay and company to developed value added tea, the tata tea group of companies, which includes tata tea and the UK-based Tetley group, today represent the world’s second largest global branded tea operation with product and brand presence in 40 countries. Among India’s first multinational companies. The operations of tata tea and its subsidiaries focus on branded product offerings in tea but with a significant presence in plantation activity in India and Sri Lanka. The company is headquartered in kolkata and owns 27 tea estates in the states of Assam and west Bengal in eastern India, and kerala in south.

Jivraj tea:- Shri sureshbhai jivraj founder of the jivraj group has started his journey since 1925 & than expanded the business in 1960. Opening the 10 retail outlets in span of 10 years.

Entry of the second generation in business has pioneered the modernization process and launched the packed tea in 1991. Amazing skill of tea testing by the group of professionals results into quality products and helped the company to achieve 80% market share in southern Gujarat area. We are even successfully growing in other edges of the country like maharastra; north Gujarat etc. jivraj no. 9 tea is also popular in USA, UK & CANADA, due to its rich tastes, aroma, & colors. We have special blend for gulf countries known as La Jawab tea.

Wagh bakri:-

Sir Narndas Desai started wagh bakri Tea Company which then was represented by small company retail shop at Ahmadabad, wagh bakri house markets various tea brands in loose leaf cartons and tea bags for tea lovers all over thee globe the finest certified black teas from Darjeeling tea estates, Assam & nilgiri. The company sells organic black and green tea for the health conscious. Today wagh bakri tea house is a fast expanding tea house with over an ever increasing retail base of one hundred thousand consumers outlets that retail the companies popular tea brands.

Shri pankaj desai, managing director the company has gained repute for its unique tea blends that help retain and increase of market share in the tea world. he tends to the financial matters of the company as well.

Research methodology The aim of methodology section is to describe the research procedure. The following figure shows the marketing research process: 1. identification of problems & research objectives
2. Research design
3. data collection & sampling
4. research report preparation
5. data analysis & interpretation

1. Identification of problems & research objectives: The objective to study conducted by me was to analyze consumers buying behaviour towards tea.

Objectives:-

This project is worked on taking into consideration some of the objective they are as follows-

1. The objective of this project is to know consumers attitude towards tea consumers

2. To know consumption pattern of tea

3. To identify the most preferred brand of tea

4. To determine the critical factors affecting tea consume

2. Research design: “Research design is the plan structure & strategy of investigation to obtain answer to the marketing problem”. It indicates the methods and procedures for conducting a research study. There are three types of research design:
a.) exploratory research design
b.) descriptive research design
c.) causal or experimental research design The research design carried out in this project was descriptive in nature

3. Data collection & sampling: Data collected may be two methods
1. primary data
2. secondary data

1. Primary data: When secondary data is not sufficient for research purpose than first hand data. I.e. primary data is to be collected. In this project collection of data is direct by interviewing consumers. I have collected data through questionnaire. 2. Secondary data: This data has been collected from the literature available in college library like books, annual reports & through internet.

Sampling:
Sampling units: all consumers
Sample size: 110 consumers
Instrument: questionnaire
Type of chart: column charts
Statistical method: percentage & graphical method
Field area: navsari district

4. Research report preparation: Once the data have been tabulated; interpreted and analyzed it is require to prepare research report based on findings of research study and recommendation.

5. Data analysis & interpretation: Once the field survey is over the questionnaire has been received from respondent the data collected has to be properly tabulated. I have analysis the data with the help of graphs, tables & charts.

Limitation of report:-

There are certain limitations to every activity taken up by human being. I also faced some certain limitation during project & research work. The limitations are as follows:

1. The project was conducted in limited time span

2. The field area was restricted to navsari city only

3. A sample size of 110 consumers is inadequate to measure the consumer’s attitude towards tea consumption

4. The response of the questionnaire is as per the understanding of the respondent. I had conducted analysis for the project work as per my limited understanding of the project.

DEMOGRAPHIC:

AGE:
AGE NO. OF CONSUMERS
46 20

OCCUPATION:
OCCUPATION NO. OF CONSUMERS student 43 house wife 37 govt. servant 8 businessman 22

FAMILLY MEMBERS:
FAMILY MEMBERS NO. OF CONSUMERS two 4 three 19 four 49 five 35 more 3

INCOME:
INCOME NO. OF CONSUMERS
< 1.6 lacks 11
1.6 to 5 lacks 35
5 to 10 lacks 53
>10 lacks 11

Question -1 Do you drink tea?
Purpose: -
The main purpose of ask the above question is to tea know about that customers drink tea or not.

Response: -

OPTION NO. OF CONSUMERS PERCENTAGE yes 100 100% no 10 10%

Table 1.1: - showing customers drink tea or not.

Figures 1.1: - showing customers drink tea or not.

Analysis: -
From the above table, we can say that 110 consumers, in that 100% consumers drink tea and other 10% consumers not drink the tea.

Question -2 how many times do you have tea in a day?

Purpose: -
The main purpose of ask the above question is to know about consumers drink tea in a per day.

Response: -

OPTION NO. OF CONSUMERS PERCENTAGE
ONE 13 13%
TWO 41 41%
THREE 20 20%
FOUR 11 11%
INDIFINITE 15 15%

Table 2.1: - showing consumers drink tea in a day

Figures 2.1: - showing consumers drink tea in a day

Analysis: - from the above table, we can say that 13% consumers drink tea in a day by one time, 41% consumers drink tea in a day by two time, 20% consumers drink tea in a day by three time and 15% consumers drink tea in a day by indefinite.

Question -3 which brand of tea do you prefer most?

Purpose: -

The main purpose of ask the above question is to know to identify the most preferred brand of consumers

Response: -

OPTION NO. OF CONSUMERS PERCENTAGE
BROKE BOND 4 4%
WAGH BAKARI 19 19%
RED LABEL 14 14%
TATA TEA 33 33%
JIVRAJ 22 22%
OTHERS 8 8%

Table 3.1: - showing preferred brand of consumers

Figures 3.1: - showing preferred brand of consumers

Analysis: - From the above table, we can say that 33% consumers preferred brand most tata tea, 22% consumers preferred brand of jivraj tea,14% consumers preferred brand of wagh bakari, 8% consumers preferred brand of other tea likes Patel, tulsi, etc.

Question -4 who influence your buying decision?

Purpose: -

The main purpose of ask the above question is to study the influence of various surrounding influence group while purchasing tea.

Response: -

OPTION NO. OF CONSUMERS PERCENTAGE
FAMILY 41 41%
FRIENDS 25 25%
NEIGHBOURS 23 23%
NONE 11 11%

Table 4.1: - showing various reference groups to consumers while purchasing tea.

Figures 4.1:- showing various reference groups to consumers while purchasing tea.

Analysis: - From the above table, we can say that from the above table, we can say that 41% consumers influence your purchasing decision by family, 25% consumers influence your purchasing decision by friends, 23% consumers influence your purchasing decision by neighbors and 11% consumers influence your purchasing decision by none

Question -5 generally in how much quantity do you purchase tea?

Purpose: -

The main purpose of ask the above question is to know that by which quantity consumers are influenced most while purchasing tea.

Response: -

OPTION NO. OF CONSUMERS PERCENTAGE
100GMS 10 10%
250GMS 21 21%
500GMS 14 14%
1KG 41 41%
UNCERTAIN 14 14%

Table 5.1: - showing consumers purchasing tea by quantity

Figures 5.1: - showing consumers purchasing tea by quantity

Analysis: - From the above table, we can say that 41% consumers purchasing tea by 1kg quantity, 21% consumers purchasing tea by 250gms quantity, 14% consumers purchasing tea by 500gms, 14% consumers may be uncertain of their purchasing tea quantity

In that purchasing tea by quantity compare to consumers income as below table

INCOME/QUANTITY 100GMS 250GMS 500GMS 1KG UNCERTAIN TOTAL 10 LACKS 0 2 4 1 4 11
TOTAL 11 21 14 40 14 100

Table 5.2: - showing comparison of income and quantity of purchasing tea

Analysis: - From the above table, we can say that 20 consumers income 1.6 to 5 lacks its Purchasing tea of 1kg quantity and also 16 consumer’s income 5 to 10 lacks its Purchasing tea of 1kg quantity and other income groups and quantity of purchasing tea above table may be study easily.

Question -6 from where do you normally buy tea?

Purpose: -
The main purpose of ask the above question is to know about consumers purchase tea from which shop.

Response: -

option no. of consumers percentage retail shops 41 41% whole sale shops 28 28% departmental store 19 19% others 12 12%

Table 6.1: - showing consumers purchase tea from which shop

Figures 6.1: - showing consumers purchase tea from which shop

Analysis: -

from the above table, we can say that 41% consumers normally purchasing tea by retail shops, 25% consumers purchasing tea by whole sale shop, 19% consumers purchasing tea by departmental stores, 12% consumers purchasing tea by others shop

Question -7 if you don’t find the preferred brands at a particular place, what will you do?

Purpose: - The main purpose of ask the above question is to know about the position of the preferred brand by consumers and to know the buying pattern of the consumers

Response: -

OPTION NO. OF CONSUMERS PERCENTAGE go to another shop & buy same brand 50 50%
Post pone buying at that time 32 32% buy tea of another brand 18 18%

Table 7.1: - showing consumers loyalty towards preferred brand

Figures 7.1: - showing consumers loyalty towards preferred brand

Analysis: - From the above table, we can say that 50% consumers will go to another shop & buy same brand, 32% consumers will Post pone buying at that time while18% consumers will shift to another brand of tea

Question -8 According to your opinion which medium influence you to buy tea?

Purpose: - The main purpose of ask the above question is to know that by which medium consumers are influenced most while buying tea

Response: -

OPTION NO. OF CONSUMERS PERCENTAGE television 46 46% news paper 34 34% megazines 15 15% others 5 5%

Table 8.1: - showing appropriate media to consumers while buying tea

Figures 8.1: - showing appropriate media to consumers while buying tea

Analysis: - From the above table, we can say that 46% consumers are influenced by television, 34% consumers are influenced by news paper and remaining 20% consumers are influenced by other media

Question -9 Do you prefer to buy the same brand of tea?

Purpose: - The main purpose of ask the above question is to know whether consumers are satisfied with their current brand and will repurchase it.

Response: -

option no. of consumers percentage yes 92 92% no 8 8%

Table 9.1: - showing whether consumers prefer same brand every time

Figures 9.1: - showing satisfaction level of consumers towards their preferred brand

Analysis: - from the above table, we can say that maximum 92% consumers are prefer its current brand and only 8% consumers not prefer their current brand

Question -10 Does all the family members use same brand?

Purpose: - The main purpose of ask the above question is to know about that consumers whole family members use same brand or not.

Response: -

option no. of consumers percentage yes 76 76% no 24 24%

Table 10.1 - showing consumers whole family members use same brand or not.

Figures 10.1 - showing consumers whole family members use same brand or not.

Analysis: - From the above table, we can say that maximum (76%) consumers use same brand of their product and only 14% consumers not use to same brand of their product

Question -11 if you find a new brand at a shop, what will you do?

Purpose: - The main purpose of ask the above question is to know about new brand at a shop and consumers expect from their new brand

Response: -

option no. of consumers percentage try it 23 23% ask & inquire it 50 50% ignore it 27 27%

Table 11.1 - showing reactions of consumers towards new brand

Figures 11.1- showing reactions of consumers towards new brand

Analysis: - From the above table, we can say that 23% consumers will purchase the new brand of tea and try it, 50% consumers will ask and inquire about the brand before purchasing and 27% consumers will ignore the new brand while purchasing

Question -12 According to your opinion, which kind of improvement should company bring in your brand?

Purpose: - The main purpose of ask the above question is to know which kind of improvement consumers expect from the company in their brand

Response: -

option no. of consumers percentage price 26 26% packing 31 31% taste 23 23% quality 20 20%

Table 12.1 - showing features of brand

Figures 12.1 - showing features of brand

Analysis: - From the above table, we can say that 26% consumers expect that company must bring change in the price of the brand, 23% consumers expect that company should change the taste of the brand, 31% consumers expect that company should improve packing of the brand , 20% consumers expect the quality of brand should be improved by company

Question -13 Are you satisfied with the price of your product?

Purpose: -
The main purpose of ask the above question is to know whether consumers are satisfied with the price of their preferred brand or not.

Response: -

option no. of consumers percentage yes 67 67% no 9 9% can't say 24 24%

Table 13.1 - showing price satisfaction for consumers regarding their preferred brand

Figures 13.1 - showing reaction of consumers towards the price of brand

Analysis: -
From the above table, we can say that maximum consumers accept its brand price will be satisfied. 67% consumers expect that price of your brand should be satisfied, 9% consumers not expect that price of your brand should be satisfied.

Question -14 which types of tea do you consume?

Purpose: -

The main purpose of ask the above question is to know about consumers expect or not to consume tea strong or normal to refresh their.

Response: -

option no. of consumers percentage strong 38 38% normal 62 62%

Table 14.1 - showing consumers’ consumption pattern of tea

Figures 14.1 - showing consumers consumption pattern of tea

Analysis: -
From the above table, we can say that 38% consumers consume a strong tea for drink and 62% consumers consume a normal tea for drink

Question -15 if the prices of your brand increase than other brand, what will you do?

Purpose: - the main purpose of ask the above question is to know about that if price of consumer’s brand increases then what will be their reaction and what action will they take in purchasing

Response: -

option no. of consumers percentage start consuming less quantity of same brand 47 47% change the brand 25 25% indifferent 7 7% none 21 21%

Table 15.1 - showing reaction of consumers when price of their brand increases

Figures 15.1 - showing reaction of consumers when price of their brand

Analysis: - From the above table, we can say that if price increases 47% consumers will start consuming less quantity of same brand, 25% consumers shift to another brand if price of their brand increases and 21% consumers will neither consume less quantity nor change the brand

Question -16 Do you buy brand, which have some kind of schemes?

Purpose: - The main purpose of ask the above question is to know whether schemes attract consumers to purchase tea or not

Response: -

options no. of consumers percentage yes 69 69% no 33 33%

Table 16.1 – showing response of consumers towards schemes

Figures 16.1 - showing response of consumers towards schemes

Analysis: -

From the above table, we can say that schemes do attract maximum 66% consumers and agreed with schemes whereas 34% consumers disagreed with schemes

66% consumers agreed with schemes, so they have to select various options of schemes

options no. of consumers percentage discount 22 22% buy 1 get 1 free 11 11% free gifts 20 20% some % extra 15 15%

Table 16.2 - showing different options of schemes to consumers for purchasing tea

Figures 16.2 - showing different options of schemes to consumers for purchasing tea

Analysis: -

from the above table, we can say that out of 66% consumers, 22% consumers agreed with discount schemes purchasing tea, 10% consumers agreed with buy one get one free schemes purchasing tea, 15% consumers agreed with some percentage extra schemes purchasing tea, 14% consumers agreed with free gifts schemes purchasing tea

Question -17 present your satisfaction level of your brand?

Purpose: - The main purpose of ask the above question is to know that attitude on consumers towards preferred brand and their satisfaction level

Response: -

options no. of consumers percentage highly satisfied 53 53% satisfied 35 35% neither satisfied nor dissatisfied 12 12%

Table 17.1: - showing satisfaction level of their brand

Figures 17.1: - showing satisfaction level of their brand

Analysis: -
From the above table, we can say that 53% consumers towards preferred brand or highly satisfied and 35% consumers towards preferred brand only satisfied

Findings:- • Most of consumers preferred brand wagh bakri, tata tea, jivraj tea.
• most of consumers satisfaction level of their brand higher
• In that many consumers family groups use same brand of tea.
• I have find that most of consumers expect better packing of their brand
• consumers satisfied with the price of their brand or product
• If price of their brand increase, most of consumers purchasing start for less quantity.
• Television media most influence of advertising.
• if new brand in shop, most of consumers ask & inquire it of new brand

Recommendation:-

1. Wagh bakari, tata tea, jivraj should increase their sales by having effective sales promotion whereas tulsi and Patel must retain its consumers.
2. company should bring improvement in packing of the brand
3. Most consumers are satisfied with the price of their preferred brand than company should maintain that.
4. Tata and jivraj has captured a considerable market share an navsari area so it should try to maintain its position in the market.
5. Company should produce a product at a lower price with some innovation in it.
6. Schemes like getting some discount attract more consumers. 7. Television should improve it’s advertisement to attract most consumers.

Conclusion:- With my sincere efforts in conducting this survey. I was successful in obtaining the required information with cooperation of respondent and my dedication at the time of investigation. This survey also helped me to conclude all aspects related to the product.

After conducting the survey on 100 consumers. we can following conclusions:

1. After analyzing all questions we can conclude that tata tea has highest demand in the market by consumers while other brand of tea.
2. It is found that mostly consumers bought same brand of tea and consumers are bought tea which have some kind of schemes.
3. When consumers purchased tea, we can conclude that they can give more importance to the packing than other factors of tea & if they found new brand while purchase they asked & inquire about a new brand.
4. After analyze is all question we can concluded that consumers are very much satisfied with their preferred brand of tea.

List of Table:- table no. contains page no.
Table 1.1 Showing customers drink tea or not.
Table 2.1 showing consumers drink tea in a day
Table 3.1 showing preferred brand of consumers
Table 4.1 Showing various reference groups to consumers while purchasing tea.
Table 5.1 showing consumers purchasing tea by quantity
Table 5.2 showing comparison of income and quantity of purchasing tea
Table 6.1 showing consumers purchase tea from which shop
Table 7.1 showing consumers loyalty towards preferred brand
Table 8.1 showing appropriate media to consumers while buying tea
Table 9.1 showing whether consumers prefer same brand every time
Table 10.1 Showing consumers whole family members use same brand or not.
Table 11.1 showing reactions of consumers towards new brand
Table 12.1 showing features of brand
Table 13.1 showing price satisfaction for consumers regarding their preferred brand
Table 14.1 showing consumers’ consumption pattern of tea
Table 15.1 showing reaction of consumers when price of their brand increases
Table 16.1 showing response of consumers towards schemes
Table 16.2 showing different options of schemes to consumers for purchasing tea
Table 17.1 showing satisfaction level of their brand

List of Figures:- figures no. contains page no. figure 1.1 Showing customers drink tea or not. figure 2.1 showing consumers drink tea in a day figure 3.1 showing preferred brand of consumers
Figures 4.1 Showing various reference groups to consumers while purchasing tea.
Figures 5.1 showing consumers purchasing tea by quantity
Figures 6.1 showing consumers purchase tea from which shop
Figures 7.1 showing consumers loyalty towards preferred brand
Figures 8.1 showing appropriate media to consumers while buying tea
Figures 9.1 showing satisfaction level of consumers towards their preferred brand
Figures 10.1 Showing consumers whole family members use same brand or not.
Figures 11.1 showing reactions of consumers towards new brand
Figures 12.1 showing features of brand
Figures 13.1 showing reaction of consumers towards the price of brand
Figures 14.1 showing consumers’ consumption pattern of tea
Figures 15.1 showing reaction of consumers when price of their brand
Figures 16.1 showing response of consumers towards schemes
Figures 16.2 showing different options of schemes to consumers for purchasing tea
Figures 17.1 showing satisfaction level of their brand

Questionnaires
Consumer behaviour towards consumption of tea

 AGE:
1) 45

 OCCUPATION:
1) Student 2) House wife 3) Govt. servant
4) Businessman 5) other………… (Specify)

 FAMILY MEMBERS:
1. Two 2.three 3.four
4. five 5.more

 INCOME:
1) < 1.5 lacks.
2) 1.5 to 5 lacks
3) 5 to 1o lack
4) > 10 lacks

1.) Do you drink tea? a) yes b) no

If yes, then continue
2.) How many times do you have tea in a day?
a) one b)two c)three d)four e)more f)indefinite g)depends on season

3.) Which brand of tea do you prefer most? a) broke bond b) wage bakri c) red label d) tata tea e) jivraj f)others…………..(specify)

4. Who influence your buying decision? a) family b) friends c) neighbours d) others e) none

5. Generally in how much quantity do you purchase tea?
a) 100gms b) 250gms c) 500gms d) 1 kg e) uncertain

6. From where do you normally buy tea?
a) retail shops (local) b) whole sale shop c) departmental store d) others (super market, big bazaar etc.)

7.) If you don’t find the preferred brand at a particular place, what will you do?
a) go to another shop & buy same brand
b) Post pone buying at that time
c) Buy tea of another brand

8.) According to your opinion which medium influence you to buy tea?
a) Television b) news paper c) megazins d) others (internet, BBS etc.)

9.) Do you prefer to buy the same brand of tea?
a) Yes b) no

10.) Does all the family members use same brand?
a) Yes b) no

11.) If you find a new brand at a shop, what will you do?
a) try it
b) ask & inquire it
c) ignore it

12.) According to your opinion, which kind of improvement should company bring in your brand? a) Price b) packing c) taste d) quality e) others…………. (Specify)

13.) Are you satisfied with the price of your product?
a) Yes b) no
c) Can’t say

14.) Which types of tea do you consume?
a) Strong b) normal

15.) If the prices of your brand increase than other brand, what will you do?
a) start consuming less quantity of same brand
b) change the brand
c) indifferent d) none

16.) Do you buy brand, which have some kind of schemes?
a) yes b) no

If yes then choose the option which you prefer most…..
a) discount b)buy 1 get 1 free c)free gifts d) some % extra e)0thers………..(specify)

17.) present your satisfaction level of your brand?
a) highly satisfied b) satisfied c) neither satisfied nor dissatisfied d) highly dissatisfied d) dissatisfied