Amit Fianl Project Tea

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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


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


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.

Documents

Amit Fianl Project Tea