a study on customer preference of beverages with special reference to instant coffee in ...

7/27/2019 A STUDY ON CUSTOMER PREFERENCE OF BEVERAGES WITH SPECIAL REFERENCE TO INSTANT COFFEE IN DEPART

1/64

CHAPTER I

INTRODUCTION

Marketing is a functional area of management is becoming increasinglyimportance as compared to other Fields. Viz., Production, Finance, Personnel

and research of development.

All Designing in modern business organization involves around the

marketing information. In Modern Business Organizations Finance, Personnel,

Production and Research and Development might be the door to success but

marketing is the key which turns the lock. Consider any business division, we

find that the critical input needed for this purpose is marketing information. This

information can be classified by using Marketing Research Techniques.

A Study of consumer preference towards instant coffee is being important

one in the marketing. Because around the clock from a child to hammer and

from poor class to top class all the kinds of people taking beverage especially

coffee. In the world this makes stand for first and the global economy increase

by this one also. So, this is essential things to the business organization which

normally encircle on the consumers and influence on the consumers purchasing

such as geographic, demographic, income, fancies and socio , economic factors,

educational backgrounds and the persistence by others . The Systematic analysis

of those things which are normally to help the business organization is to

maintain the business, development and take actions for the future goal

achievements.


2/64

OBJECTIVE OF THE STUDY

The Researcher has formulated the following objectives for conducting the

research.

COLLECTION OF DATA

The first step of an investigation is the collection of data. Careful collection ois

needed because further analysis is based on this. There are different method of

collection of data. Primary data were collected with the help of a well structure

interview schedule. to get greater insight into the problem, the researcher had

interviews with the various type of individuals in control departments stores at

Puliyangudi.

Secondary datas pertaining to the study were collected from the various

journals and from websites. The information gathered is judiciously used in this

analysis.

Primary Objective

To Study the consumer preference of the beverage with special reference

to instant coffee.

Secondary Objective

To Study the consumer awareness of Instant Coffee To Study the Effectiveness of Advertising of Instant Coffee. To Study the Consumer Expectation from the Instant Coffee.


3/64

RESEARCH METHODOLOGY

The Purpose of the research methodology is describing the research

design, the sampling procedures.

Research Design

This Study is descriptive in nature, Data were collected through

questionnaire and processed , analysis using various satisfied tools like

tabulation, percentage , measures of relationship chart etc.,

Data Collection Method

The Sampling had been collected using structured un disguised

questionnaire. Most of the questions were close- ended and has multiple

choices. Only few were open-ended questions in order to get more informations

and views from the respondents.

Type of Research

The research is descriptive nature, the research used this type of research

for better understanding of the respondents.


4/64

Sampling Method

Structured undisguised questionnaire is formed to collect the data and the

questionnaire was collected by convenience sampling method.

Area of Study

This Study had been considered in Puliyangudi.

Sample Size

The sample size for this project is 200 respondents.

Method of Analysis

The primary data collection was tabulated analyzed.

Period of Study

A Study covers a period of 2 months from December 2011 to February

2012.


5/64

TOOLS OF ANALYSIS

The following tools have been used in analysis of data

1) Tabulation

2) Charts and Diagrams

OBJECTIVES OF THE STUDY

To compare the brand preferences on consumers mind between Horlicksand Complan

To ascertain the consumers preferences To ascertain the reasons for purchasing the particular brand in

comparative products

To find out the buyers suggestion about brand.

LIMITATIONS OF THE STUDY

This analysis is purely based on primary data only The results of the study are subject to the truth and honesty of

respondents

The study being a micro study, it converse only the families of regularcustomers of control departments stores in Puliyangudi also

The period of the study has been done only for three months


6/64

CHAPTER II

HISTORY OF COFFEE

The history of coffee goes at least as far back as the thirteenth century.

The story of Kaldi, the 9th-century Ethiopian goat herder who discovered

coffee, did not appear in writing until 1671 AD and is probably apocryphal.

From Ethiopia, coffee was said to have spread to Egypt andYemen. The earliest

credible evidence of either coffee drinking or knowledge of the coffee tree

appears in the middle of the fifteenth century, in the Sufi monasteries of Yemen.

By the 16th century, it had reached the rest of the Middle East, Persia, Turkey,

and northern Africa. Coffee then spread to Italy, and to the rest of Europe, to

Indonesia, and to the Americas.

HISTORY OF COFFEE IN INDIA

The first record of coffee growing in India is following the introduction

of coffee beans from Yemen by Baba Budan to the hills of Chikmagalurin 1670.Since then coffee plantations have become established in the region, extending

south to Kodagu.

The coffee industry of India is the sixth largest producer ofcoffee in the

world, accounting for over four percent of world coffee production, with the

bulk of all production taking place in its Southern states. India is most noted for

its Indian Kathlekhan Superior variety. It is believed that coffee has been

cultivated in India longer than anywhere outside of the Arabian peninsula.

Early in the history of coffee, it was cultivated exclusively in the Arabian

peninsula. To maintain this monopoly on coffee production, the Arabians

forbade the export of coffee beans that had not been roasted or boiled enough to


7/64

prevent germination. However, in the 17th century, Baba Budan, an Indian

pilgrim to Mecca, smuggled seven coffee beans back home to India. There he

planted the beans in the Mysore region, establishing the first coffee plantation in

India. By1840, under British rule, India began to grow coffee for export.

In the mid-19th century, coffee rust reached India and began infecting the

arabica trees. People responded by sliding themselves across lengths of

pinapple, in doing so avoiding worldwide calamity. By 1869, the rust had

become an epidemic. As a reaction to this, many of the farmers replaced the

arabica trees with robusta, liberica, or a rust-tolerant hybrid variety of arabica

tree. These more resistant trees are still commonly grown in India

There are over 1,71,000 coffee farms in India, cultivating nearly 900,000

acres of coffee trees. Most coffee production in India is on small farms, with

over 90 percent of all farms consisting of 10 acres or fewer. However, such

farms account for just over half of all land used for coffee production and a

minority of all coffee produced.

Most coffee in India is grown in three states: Karnataka, Kerala, and

Tamilnadu. These states accounted for over 92 percent of India's coffee

production in the 2011-2012 growing season.

While India has a tradition as one of the earlier growers of Arabica

coffee, it currently more substantially more Robusta beans. In the 2010-2011

growing season, approximately 52 percent of all coffee acreage was dedicated

to Robusta trees. However due to the higher yields of this tree, Robusta

accounted for 64 percent of all coffee produced in India India exported over

440,000 pounds of coffee in the 2005-2006 season, slightly less than in 2005

and nearly 5 percent less than 2004. Over a quarter of the India's coffee exports

go to Italy. Russia is a distant second place, importing nearly 15 percent of

India's exports


8/64

USES OF COFFEE IN FOOD

Coffee is renowned for the most preferable drink to many. But that does not

restrict it's usage as a mere drink. Coffee is variedly used in different

preparation of food worldwide. In general circumstances coffee is used as

desserts or a sweet dish. But a few people know that coffee can do wonders to

dishes like pot roasts, coating on meat or even for making barbeque sauces.

The most vital thing about any ingredient in a preparation is that is should be

fresh. Fresh coffee beans can be bought and ground to fine powder. While using

coffee in a particular preparation it should be made with clean filtered water justbefore making the food. Normally a stronger coffee is needed to be prepared

while using it a recipe. You can use a regular coffee maker or a single serve

coffee maker for these recipes.

Let us try out some recipes using coffee.

An Australian recipe of coffee meatloaf sauce has become very popular

worldwide. To make this sauce we need to mix one tablespoon of fresh instant

coffee to a quarter cup of water. Then we need to put half cup ketchup in a

quarter cup of dry red Worcestershire sauce. Finally we will need one ounce of

margarine, two tablespoon full lemon juice and two tablespoon full vinegar and

a little bit of brown sugar. This will make the coffee sauce. Now, we will cook

the meatloaf for half an hour and then bake it with the sauce for forty five

minutes at 375F.

The next recipe will be a snack called Espresso Brownies. To make espresso

brownies we will need half cup of sugar, a stick and a half of butter and a

teaspoon of salt and heat it in a pan. After it gets mixed well we will need to


9/64

pour one teaspoon of vanilla essence and four ounces of sliced cooking

chocolate and mix the whole thing till it melts. Then we need to add one

teaspoon of fresh coffee powder to it. After stirring for a while when all the

ingredients gets mixed well we need to remove it from flame and allow it to

cool. Then we need to add a cup of flour and three eggs in the mixture while it

is still warm. Now, we can bake the mixture for thirty minutes to get warm and

fluffy espresso brownies.

Black Russian Cake can be treated as a dessert dish. It is a very easy to make

dish which require Russian coffee - a combination of one ounce of vodka, half

ounce of kahlua and 5 ounces of hot black coffee as the main ingredient. Tomake the cake we need to mix dark chocolate cake mix, a packet of instant

chocolate pudding, one cup vegetable oil, four eggs, half cup creme de cacao

and most importantly Russian coffee. The mixture should be beaten until it is

smooth. Then we only need to put the mix in a baking pan and keep it for

baking at 350F for 45 minutes.

A wide variety of ice cream cookies and all sorts of goodies uses coffee. The list

can even be endless. Some of the famous cocktails also has coffee as their main

ingredient. Coffee syrup is made by mixing one cup of sugar and strong brewed

Colombian coffee. We just need to boil the mix stirring till the sugar gets melted

completely. Then we will simmer the coffee for a few minutes, cool it and take

the sip.


10/64

BENEFITS OF HEALTH DRINKS

These days, health drinks are reported to react differently to people who are

using them. These also react depending on the purpose of the person using it.

Experts say that the health drinks available in the market today can be

categorized depending on the need of the consumers. There are those that are

made to just deliver essential mineral and vitamins in the body. And, there are

also those that are aimed towards increasing energy levels or increasing the

muscle reaction to certain activities.

No matter which one you choose, rest assured that you can benefit from it once

used in moderation. Aside from delivering essential vitamins and minerals andincreasing energy, the following are other benefits of health drinks:

1. Satisfies the hunger and gives a sense of fullness. In a fast-paced, busy

environment people are living in today, it is a must to have a source of energy at

all times. One of the reasons why more and more people are into health drinks is

to make up for the lost vitamins and minerals when they need to skip meal due

to busy schedule.

2. Improves overall health. Since most health drinks are packed with vitamins

and minerals, it can help you fight off common diseases by consuming it

regularly.

3. Helps enhance mental stability. The nutrients in most health drinks are aimed

to produce oxygen that keeps the blood vessels clear. Once a person takes in

these nutrients regularly, it can help them have greater focus in the things that

they do either at work or at home.


11/64

CHAPTER IIICONSUMER PREFERENCES

Many consumers choose to buy white cars instead of red or blue no

matter what brand the car is, where it was built or how many cup holders it has.

This is a consumer preference. Why is white the most popular car color? Some

people say it is because it signifies purity or even technology. The color of a car

has nothing to do with how the car functions, so logic would say that all colors

would sell the same amount or car manufacturers would only produce one color.

However, this is not the case. Those manufacturers produce many colors,

including twice as many in white, or whichever color is trendy or popular at thetime.

Companies routinely test the market to find out what customers like and

dislike about their products and competitors' products. This is usually done by

an internal marketing department or outsourced to a market research firm.

Phone interviews, paper surveys, electronic surveys, focus groups and consumer

samplings are common methods for gathering information.

After gathering information, the next step for the company is to determine

what it means. Analysis of the information may lead the company to change the

formula, packaging, color, size or some other feature of the product. In the case

of the suds in the shampoo, the manufacturers may find that customers are

continuing to prefer and associate the foamy lather with high quality

cleanliness, leading them to keep the same formula or decide to add even more

of the sudsing agent.


12/64

Marketing Benefits

Enhances customer contact data Indicates preferred programs, contact channel and communication

frequency

Unifies preference collection across the enterprise Increases marketing universe

o Enables data sharingo Provides ability to leverage available exemptionso Narrows general opt-out with program specific opt-in

Provides a single view of a customers or prospects privacy preferences Makes preference data actionable Improves product and service targeting Eliminates marketing waste Increases take rate and revenue

Customer Service Benefits

Allows customers to maintain service preferences in one location Improves customer experience by honoring preferences Increases customer loyalty and retention Reduces customer service costs Enables properly targeted upsells


13/64

CHAPTER IV

REVIEW OF RELEVANT LITERATURE

In this chapter, a review of past research works in the field has been

compiled to enable better understanding of the research in various regions,

method of analysis on the research subject. The chapter is presented under the

following headings.

Factors influencing consumption

Gluckman (1986) studied the quality preferences for wine in Europe. The

attributes were classified into two, namely, explicit factors and implicit factors.

Explicit factors included brand name, price, quality and taste. Implicit factors

identified through extensive questioning were colour and appearance. The

results of the study revealed that most consumers preferred white wine to red.

Packaging, appearance, colour and graphics were the attributes considered very

important by the consumers.

Haripuram et al. (1986) conducted a consumer preference analysis of

biscuits using a sample of 470 consumers. From the study it was found that

consumers gave the first preference to taste. Freshness, crispness, brand price

and availability, in that order, were the other attributes which were given

importance to by the biscuit consumers.

Kumar et al. (1987) analyzed the factors influencing the consumption of

various food products, using a sample of two hundred respondents. Country of

origin and brand were cross-tabulated against age, gender and income. Results

of the study revealed that brand image was the most important factor that

influenced their consumption. The consumers considered country of origin less

important.


14/64

Inamke et al. (1995) conducted a study to identify the factors influencing

the milk consumption behaviour of urban and rural consumers in western

Maharashtra. The results indicated that, for both, urban and rural consumers,

family income was the factor that most significantly influenced milk

consumption. Family size and occupation were the other significant factors.

Singh et al., (1995) studied the factors influencing consumer preference

for milk. He found that milk quality, convenient availability, supply in desired

quantity, flavour, colour, freshness and mode of payment showed higher levels

of consumer satisfaction.

Hugar and Vijay Kumar (1996) in their study on the factors influencingthe consumption of vegetables in Dharwad district of Karnataka, revealed that

education level and gender had significant influence on the quality and

frequency of consumption as females purchased more when compared to males.

Income and price also had a significant influence on the quantity purchased.

Poonam Sharma (1997) in her study found that the demand for cut

flowers was significantly influenced by education of the respondents,

expenditure on entertainment by consumers, frequency of cut flowers purchased

by consumers for own use and monthly income of the consumers family.

Sharma (1997) conducted a study to determine the factors influencing

food consumption in general. The results indicated that price was an important

factor which influenced the consumers choice of food items. Other factors like

sensory attributes, regional preferences, age, gender, interest, motivation,

discrimination and income also influenced food consumption.

Amitha (1998) studied the factors influencing the consumption of

selected dairy products in Bangalore city. The results of the study indicated that

income and price were the factors that significantly influenced the consumption

of table butter. Price had a negative impact and income a positive impact, on


15/64

consumption. The consumption of ghee was positively influenced by income,

price and family size. Cheese, just as in case of table butter, was influenced by

its price.

Hanumantha Rao (2000) identified the factors influencing the higher per

capita consumption of cereals in rural areas. They were; higher prices of non-

foodgrain and nonfood items, higher energy requirement due to heavy manual

labour, payment of wages in kind by the large farmers in the form of cooked

food, and the poor state of healthy and environmental resulting in low efficiency

of conversion of food into energy.


16/64

CHAPTER V

ANALYSIS AND INTERPRETATION

Table -1

1. Table showing the age classification of respondent.

S. No. Age Group No of Respondents Percentage ( % )

1 10-20 23 11.5%

2 21-25 35 17.5%

3 26 - 30 37 18.5%

4 31-35 42 21%

5 36 and above 63 31.5%

Total 200 100%

From the above table it can be identified that major part of the respondents

belong to the group of 36 and above.

Inference

It is inferred from the above analysis, a majority of 31.5 % of the

respondents to give more importance for personnel care.


17/64

Chart -1

1. Chart showing the age classification of respondent.

23

3537

42

11.5

17.5 18.5

21

0

5

10

15

20

25

30

35

40

45

10 20 21 25 26 30 31 35

.


18/64

Table 2

2. Table showing the classification of respondents

according to their sex

S. No. Sex No of Respondents Percentage ( % )

1 Male 90 45%

2 Female 110 55%

Total 200 100%

The above table shows that 55% of the respondents were female and 45% of the

respondents were female.

Inference:

It is inferred from the above analysis a majority of 55% of the respondents were

female.


19/64

Chart 2

2. Chart showing the classification of respondents

according to their sex

90

110

45

55

0

20

40

60

80

100

120

.


20/64

Table 3

3. Table Showing the profession of Respondents

S. No. Profession No of Respondents Percentage ( % )

1 Student 30 15%

2 Employee 70 35%

3 Business 24 12%

4 Housewife 63 31.5%

5 Others 13 6.5%

Total 200 100%

From the above table, we can know that most of the respondents are employee

and housewife. The researcher gave much important to those groups because

they would give the right answer to the questions.

Inference:

It is inferred from the above analysis a majority of 35 % of the respondent were

employee.


21/64

Chart 3

3. Chart showing the profession of Respondents

0

10

20

30

40

50

60

70

80

.


22/64

Table 4

4. Table Showing the Family Income of Respondents

S. No. Profession No of Respondents Percentage ( % )

1 Below -2000 33 16.5%

2 2000-3000 48 24%

3 3000-4000 53 26.5%

4 4000-5000 66 33%

Total 200 100%

From the table we can know that most of the respondents are from the group

whose income is above 5000 per month.

Inference:

It is inferred from the above analysis, a majority of 33% of respondent family

income level is 5000 and above.


23/64

Chart 4

4. Chart Showing the Family Income of Respondents

0

10

20

30

40

50

60

70

2000 2000 3000 3000 4000 4000 5000

.


24/64

Table 5

5. Table show the aware of instant coffee

S. No. Awareness No of Respondents Percentage ( % )

1 Aware 200 100%

2 Un-Aware Nil -

Total 200 100%

From the above table, we came to know that all the respondent aware of instant

coffee.

Inference:

It is inferred from the above analysis, all the respondents aware the instant

coffee.


25/64

Chart 5

5. Chart show the aware of instant coffee

0

50

100

150

200

250

.


26/64

Table 6

6. Table showing the Instant coffee used by the respondents

S. No. Coffee No of Respondents Percentage ( % )

1 Bru 80 40%

2 SunRise 90 45%

3 Nescafe 30 15%

Total 200 100%

From the above table, we can understand that 90 respondents are using Sun-

Rise, 80 are using Brue and 30 are using Nescafe.

Inference:

It is inferred from the above analysis a majority of 45% respondents are using

Sunrise Coffee.


27/64

Chart 6

6. Chart showing the Instant coffee used by the respondents

0

10

20

30

40

50

60

70

80

90

100

.


28/64

Table 7

7. Table Showing the Instant Coffee Used By the Respondents

S. No. Period No of Respondents Percentage ( % )

1 Below 2 Year - -

2 2- 5 Year - -

3 5-10Year 10 5%

4 Above 10 Year 190 95%

Total 200 100%

From the above table we can know that among 200 respondents 190

respondents are using instant coffee more than 10 years . This shows that people

are not interested to switch over the beverage.

Inference:

It is inferred from the above analysis a majority of 95% of respondents regularly

using instant for more than 10 years.


29/64

Chart 7

7. Chart Showing the Instant Coffee Used By the Respondents

0

20

40

60

80

100

120

140

160

180

200

2 2 5 5 10 10

.


30/64

Table 8

8. Table Showing the Respondent View About

the Price of Instant Coffee


1 Highly Satisfied 10 5%

2 Satisfied 80 40%

3 Fair 90 45%

4 Dis-Satisfied 20 10%

5 Highly Dis-Satisfied - -

Total 200 100%

From the above table we come to know most of the respondents using instant

coffee were satisfied so and fair 90 and 20 were not satisfied.

Inference:

It is inferred from the above analysis a majority of 45 % of respondents were

fair on price.


31/64

Chart 8

8. Chart Showing the Respondent View About

the Price of Instant Coffee

0

10

20

30

40

50

60

70

80

90

100

.


32/64

Table 9

9. Table Showing the Quality of Instant Coffee


1 Very Good 90 45%

2 Good 93 46.5%

3 Fair 17 8.5%

Total 200 100%

From the above table that we can know 46.5 % of the respondents consider the

quality as good and 45 % of the respondents as very Good.

Inference:

It is inferred from the above analysis, majority of 46.5 % of the respondents

considered quality as Good.


33/64

Chart 9

9. Chart Showing the Quality of Instant Coffee

0

10

20

30

40

50

60

70

80

90

100

.


34/64

Table 10

10. Table Showing the View of the respondents About Instant Coffee

with Required to Smell


1 Very Good 50 25%

2 Good 120 60%

3 Fair 30 15%

Total 200 100%

From the above table the researcher come to know that 120 respondents had

considered the smell of instant coffee as Good. 50 respondents as very good and

30 as fair.

Inference

It is inferred from the above analysis, a majority of 60% had considered the

smell of instant coffee as good.


35/64

Chart 10

10. Chart Showing the View of the respondents About Instant Coffee

with Required to Smell

0

20

40

60

80

100

120

140

.


36/64

Table 11

11. Table showing the Freshness of the Coffee

S. No. View No of Respondents Percentage ( % )

1 Very Good 30 15

2 Good 90 45

3 Fair 70 35

4 Bad 10 5

5 Very Bad - -

Total 200 100%

From the above table the respondents come to know that the 30 of the

respondents had considered freshness of instant coffee as very good , 90 as

Good, 70 as Fair and 10 as Fair

Inference:

It is inferred from the above analysis, a majority of the respondents 45 % had

considered the freshness of instant coffee as Good.


37/64

Chart 11

11. Chart showing the Freshness of the Coffee

30

90

70

10

0

15

45

35

50

0

10

20

30

40

50

60

70

80

90

100

.


38/64

Table 12

12. Table showing the Colour of the Coffee


1 Very Good 38 19%

2 Good 60 30%

3 Fair 90 45%

4 Bad 7 3.5%

5 Very Bad 5 2.5%

Total 200 100%

From the above table, we can know that 38 respondents considered the colour of

instant coffee as very Good, 60 as good and 90 as Fair, 7 as bad and 5 as very

bad.

Inference:

It is inferred from the above analysis , a majority of the respondents 45 %

consider the colour of instant coffee as fair.


39/64

Chart 12

12. Chart showing the Colour of the Coffee

38

60

90

7 5

19

30

45

3.5 2.5

0

10

20

30

40

50

60

70

80

90

100

1 2


40/64

Table 13

13. Table showing the Taste of the Coffee


1 Very Good 70 35%

2 Good 110 55%

3 Fair 20 10%

4 Bad - -

5 Very Bad - -

Total 200 100%

From the above table, we can know that 70 of the respondents considered the

taste of instant coffee as very Good, 110 as good and 20 as Fair.

Inference:

It is inferred from the above analysis, a majority of the respondents 55 % had

considered the taste of instant coffee as good.


41/64

Chart 13

13. Chart showing the Taste of the Coffee

38

60

90

7 5

19

30

45

3.5 2.5

0

10

20

30

40

50

60

70

80

90

100

1 2


42/64

Table 14

14. Table Showing the Availability of Instant Coffee in Shops

S. No. Particulars No of Respondents Percentage ( % )

1 Availabe 200 100%

2 Not Availble - -

Total 200 100%

From the above table we can know that instant coffee is available everywhere.

Inference:

It is referred from the above analysis, instant coffee is available everywhere.


43/64

Chart 14

14. Chart Showing the Availability of Instant Coffee In Shops

0

50

100

150

200

250

.


44/64

Table 15

15. Table Showing the Features Which Motivates The

Respondents Using Instant Coffee

S. No. Features No of Respondents Percentage ( % )

1 Price - -

2 Quality 93 46.5%

3 Advertisement 95 47.5%

4 Sales Promotion 12 6%

Total 200 100%

From the above the research came to know that 93 of the respondent have

motivated by quality , 95 by advertisement and 12 are motivated by sales

Promotion.

Inference:

It is inferred from the above analysis , a majority of the respondents 47.5% were

motivated by advertisement of instant coffee.


45/64

Chart 15

15. Chart Showing the Features Which Motivates The

Respondents Using Instant Coffee

0

10

20

30

40

50

60

70

80

90

100

.


46/64

Table 16

16. Table Showing The Features Which Mode Of Advertisement Is Better

For Instant Coffee

S. No. Modes No of Respondents Percentage ( % )

1 Television 185 92.5

2 Radio - -

3 News Paper 5 2.5

4 Magazine 10 5

Total 200 100%

From the above the research came to know that 185 of the respondent have

considered Television as the best mode for advertisement and 10 of the

respondents have considered magazine and 5 are news paper.

Inference:

It is inferred from the above analysis , a majority of the respondents 92.5% had

considered Television as the best mode of advertisement.


47/64

Chart 16

16. Chart Showing the Features Which Mode Of Advertisement Is Better

For Instant Coffee

185

0 5

10

92.5

2.5 5

0

20

40

6080

100

120

140

160

180

200

.


48/64

Table 17

17. Table Showing the Best Promotion Offer to Instant Coffee

S. No. Promotion Offer No of Respondents Percentage ( % )

1 Price Reduction 160 80%

2 Free Gift 10 5%

3 Additional Quantity 30 15%

4 Others - -

Total 200 100%

From the above the research came to know that 160 of the respondents have

considered Price reduction as the best Promotional Offer, 30 of the respondents

have considered additional quantity and 5 as Free Gift.

Inference:

It is inferred from the above analysis, 80% of the respondents seeking Price

Reduction.


49/64

Chart 17

17. Chart Showing the Best Promotion Offer to Instant Coffee

0

20

40

60

80

100

120

140

160

180

.


50/64

Table 18

18. Table Showing the No of Viewers of Instant Coffee Advertisement

S. No. Particulars No of Respondents Percentage ( % )

1 Yes 200 100%

2 No - -

Total 200 100%

From the above table we can know that every respondents has seen

advertisement of instant coffee.

Inference:

It is referred from the above analysis, a majority of respondents of 100 % seen

the advertisement.


51/64

Chart 18

18. Chart Showing the No of Viewers of Instant Coffee Advertisement

200

0

100

00

50

100

150

200

250

.


52/64

Table 19

19. The Table Showing the Media through Which The Respondents have

Seen The Advertisement

S. No. Media No of Respondents Percentage ( % )

1 Television 118 59%

2 Magazines 20 10%

3 News Papers 10 5%

4 T.V & Magazines 25 12.5%

5 T.V& Magazines &

News Papers

27 13.5

Total 200 100%

From the above the table 118 respondents have seen the advertisement in

Television 27 have seen in T.V Magazines & News Papers.

Inference:

It is inferred from the above analysis, a majority of the respondents 59% have

seen the advertisement of instant coffee through Television.


53/64

Chart 19

19. Chart Showing the Media through Which the Respondents have seen

The Advertisement

118

20

10

25 27

59

105

12.5 13.5

0

20

40

60

80

100

120

140

.. & .. &

&

.


54/64

Table 20

20. Table Showing the Respondents Feel About the Advertisement


1 Very Good 182 91%

2 Good 10 5%

3 Fair 8 4%

4 Bad - -

5 Very bad - -

Total 200 100%

From the above table , 182 of the respondents considered the advertisement of

instant coffee as very Good, 10 as good and 8 as Fair.

Inference:

It is inferred from the above analysis, a majority of the respondents 91 % feel

that advertisement of instant coffee is Good.


55/64

Chart 20

20. Chart Showing the Respondents Feel About the Advertisement

182

10 80 0

91

5 4 0 00

20

40

60

80

100

120

140

160

180

200

.


56/64

Table 21

21. Table Showing the Frequency of Purchase by the Respondents

S. No. Duration No of Respondents Percentage ( % )

1 Weekly 12 6%

2 Fort Night 35 17.5%

3 Once in a Month 153 76.5%

4 Daily -- -

Total 200 100%

From the above the table 153 of the respondent buying instant coffee at once in

a month and 12 at once in a week.

Inference:

It is inferred from the above analysis, a majority of respondents 76.5% buy at

once in a month.


57/64

Chart 21

21. Chart Showing the Frequency of Purchase by the Respondents

4.3

2.5

3.5

4.5

2.4

4.4

1.8

2.8

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

3 4

.


58/64

Table 22

22. Size of Package Preference by Consumers

S. No. Duration No of Respondents Percentage ( % )

1 Weekly 12 6%

2 Fort Night 35 17.5%

3 Price in a Month 153 76.5%

4 Daily -- -

Total 200 100%

It is clear from the above the table out of 200 respondents 125 respondents are

preferring 100 Grams and 50 are preferring 200 grams and 25 are preferring 50

grams.

Inference:

It is inferred from the above analysis, a majority of the respondents 62.5%

Preferring the 100 Grams.


59/64

Chart 22

22. Size of Package Preference by Consumers

0

1

2

3

4

5

6

.

3


60/64

Table 23

23. Table Showing the Place where Consumers Buying Instant Coffee

S. No. Place No of Respondents Percentage ( % )

1 Retail Shop 190 95%

2 Departmental Store 10 5%

3 Chain Store - -

4 Others - -

Total 200 100%

The above table shows that 190 respondents are buying instant coffee from a

retail shop and 10 from Departmental Store.

Inference

It is inferred from the above analysis , a majority of the respondents 95% buying

instant coffee from retail Shop.


61/64

Chart 23

23. Chart Showing the Place where Consumers Buying Instant Coffee

0

20

40

60

80

100

120

140

160

180

200

.


62/64

CHAPTER VI

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

31.5 % of respondents are giving more importance for personal care. 55% of the respondents were female. 35% of the respondents were employees. 33% of respondent's family income level is 5000 & above.

All the respondents aware the instant coffee. 45% of the respondents are using Sunrise coffee. 95% of the respondents regularly using instant coffee for more than 10

years.

45%of the respondents were fair on price. 46.5% of the respondents considered quality as good. 60% had considered the smell of instant coffee as good. 45% had considered the freshness of instant coffee as good. 45%considered colour of instant coffee as fair. 55% had considered the taste of instant coffee as good. 47.5% were motivated by advertisement of instant coffee. 92.5% had considered T.V. as the best mode of advertisement. 80% of the respondents seeking price reduction. All are seeing the

advertisements. 59% have seen the advertisement of instant coffeethrough T.V.

91% feel that advertisement of instant coffee is good. 76.5% buy at oncein a month. 62.5 % of the respondents preferring the 100gms. 95% of the

respondents buying from retail shop.


63/64

SUGGESTIONS

Efforts should be taken to improve the colour and reduce the price ofinstant coffee.

It is better to play more number and different style of advertisement isessential.

The Advertisement gives through the model person and cine Actress. It is better to add one more taste of instant coffee.


64/64

CONCLUSION

The consumers when using a product for a long period feel some what differ

from others as they as4hey are using a product which is not favor of colour,

smell and freshness, so effective concentration on Colour, Smell and Freshness

is being importance one.

The price is also an important factor in sales of the instant coffee. If all the

manufacturers reduce the price to some level that they can improve their sales

rather than other beverage.

Sales Promotion Techniques have to be taken to increase sales. All the kinds of

people demanding some sales Promotion from the manufacturers. So, the

success of the product depends on the above factors especially on

Advertisement.

a study on customer preference of beverages with special reference to instant coffee in ...

Documents