Professional Documents
Culture Documents
ON
PREFERENCE TOWARDS
COFFEE
Submitted to
PUNJAB TECHNICAL University, JALANDHAR
in the partial fulfillment of requirement for the
degree of
1
(2008-2010)
INSTITUTE
JALANDHAR
ACKNOWLEDGEMENT
It gives me immense pleasure and satisfaction to categorically
state that Project is not a solo effort. So many people have
contributed there bit to it. It is very difficult to individualize my
gratefulness, here, to all whose contribution has blossomed into
this project. Still my first and foremost gratitude and thanks
exist for those who have given me the insight to do the job. The
task of completing this project would have been difficult if it
was not for timely help, support and encouragement given to
me by numerous people.
The project would not have taken shape without the
constant guidance, advice and insight of Mr. Ramandeep
Gautam whom I express my sincere thanks for his guidance.
Date:
Place: Subhash
Chand
2
DECLARATION
This is to state that the Project titled “PREFERENCE
TOWARDS COFFEE ” is based on the original work carried
out by me and is being submitted towards partial fulfillment of
the requirement for the MBA program of the Punjab Technical
University, Jalandhar. This has not been submitted for the
award of any other degree or diploma.
3
CERTIFICATE –I
4
help received during course of investigation has been fully
acknowledged.
Mr.
Divakar Joshi
HOD
CERTIFICATE –II
5
Project Guide
Mr. Ramandeep
Gautam
CERTIFICATE –III
6
approved by student advisory after an oral examination
of same in collaboration with external examiner.
External
Examiner
CONTENTS
CHAPTER I INTRODUCTION
1-5
1.1 Introduction of Coffee in India
1.2 Coffee Cultivation
1.3 Growth & Development of Industry
1.4 Present Status of the Industry
7
CHAPTER II BACKGROUND OF THE STUDY
6-13
2.1 Marketing
2.2 Importance of Marketing
2.3 Consumer Behavior
2.4 Determinant of Consumer Behaviour
2.5 Marketing and Consumer Behaviour
8
LIST OF TABLES AND GRAPHS
CHAPTER 1
9
INTRODUCTION
10
1.1 INTRODUCTION OF COFFEE IN INDIA
11
leave the country unless they had first keen steeped in boiling
water or parched so as to destroy their power of germination.
12
CLIMATIC REQUIREMENT
13
The original architect of the coffee industry are said to be
Ethiopians before 1200 its consumption at spread along the red
sea to Adhen and Cairo by 1300, coffee was known to Persia
and by 1500 to Turqui. Shortly thereafter coffee was being sold
to Venues across the Mediterranean sea. Most pilgrims had
started to cultivate coffee in India by 1600 AD. Coffee was
under large-scale cultivation for the first time on 1729. Brazil
was producing 200.000 bags annually by 1850 - 3 Millions
bags annually by 1850.
14
Brazil coffee history had been complicated by surpluses
of coffee in 1930's and 1860's, equivalent to several year
crops. These surplus were caused due to large extend by Brazil
uncontrolled production and cultivation of coffee.
IN INDIA
15
to Arabica and the remaining 60% is dedicated to robusta.
CHAPTER 2
BACKGROUND
OF THE STUDY
16
2.1 MARKETING
17
control that covers goods services and ideas, that it rests on the
notion of exchange, and that the goal is to produce satisfaction
for the parties involved.
18
2.2 IMPORTANCE OF MARKETING
19
an individual.
CULTURAL FACTORS
Culture represents an overall social heritage, a distinctive
form of environment or adaptation by a whole society of
people, it includes a set of learned beliefs, values, attitudes,
morals, customs, habits and forms of behavior that are shared
by a society.
SOCIAL FACTORS
This includes :
References group
Family
20
Most consumers belong to a family group. The family
can exert considerable influence in the shaping the patterns of
consumption and indicating the decision making roles.
21
Roles and Status
Roles are activities of the person in a group. Each role
carries a status. People will choose the products that will
communicate their status to the society.
PERSONAL FACTORS
A buyer1s decision is also influenced by personal
characteristics, notably the life cycle stage, occupation,
economic, circumstances, lifestyle and personality and self-
concept.
22
purchase action. Motivation that is, set into motion to take
action to fulfill the need or wants. A human being is motivated
by want when these needs are backed by purchasing power it
becomes a want. Motivation is mental phenomenal.
PERCEPTION
LEARNING
BELIEFS
ATTITUDE
23
Attitude describes as a person's emotionalized inclination
to respond positively or negatively to an object or class of
objects. Attitude affects both perception and behavior to have
an attitude means to be involved emotionally and ready for
action.
24
2.5 MARKETING AND CONSUMER BEHAVIOR
25
Finally Phillip Kotler and authority on marketing states,
although it only takes a semester to learn marketing it takes a
lifetime to master it.
CUSTOMERS
C - Care for the customers
U - Understand the customers
S - Study the customers
T - Trust the customers
O - Oblige the customers
M - Meet the customers
E - Evaluate the customers
R - Response the customers
S - Sell and win the customers
26
CHAPTER 3
PROFILE OF THE
ORGANIZATION
27
3.1
28
The main purpose for the government of India to set up
the board was to develop the growth of Indian coffee industry.
29
3.2 GROWTHS AND DEVELOPMENT OF THE
ORGANIZATION
30
On the recommendation of fourth coffee control
conference convened by the government in April 1946, the
Government placed the life of the Act on a permanent basis. In
fact the unit system of selling coffee by the pool marketing
themselves to enable the board to tackle the problem of control
of coffee, Government passed an amendment Act of 1954 & the
amendment Act was brought into force in 1955. One of the
important changes of the Act was to appoint a full time
chairman to coffee board, as a chief executive of the board with
33 members including the chairman.
31
industry by following the pool marketing system. This system
was followed for nearly 50 years i.e., up to the year 1992-93
after which an area of liberalization started were new policies
like ISQ & FSQ were introduced.
32
3.3 PRESENT STATUS OF THE ORGANIZATION
A. SECRETARIAT
33
domain of the any other department. A part from the personal
and general matters one of the major functions dealt with by the
secretariat pertains to the labour welfare. The board which had
only two departments at the beginning has at present the
following department apart from the secretariat viz.
34
3. Representatives of other coffee growing state
4. Coffee growers - 10 (3 large growers, 7 small growers)
5. Coffee traders - 3
6. Coffee Curers - 2
7. Coffee Consumers - 2
8. Labour - 4
9. Instant Coffee manufactures – 1
10. Eminent personalities in the field of research / marketing
of coffee - 1. The term of the board is for 3 years. The present
Chairman of the Board is Mr. G.V. Krishna Rau.
These are :
1. Executive committee.
2. Marketing committee.
3. Propaganda committee
4. Development committee
5. Research committee
Or
6. coffee quality committee
35
The Promotion Department as a department constitutes of
the Board, is charged with the responsibility of increasing the
sales in the consumption of Indian coffee both within the
country and abroad. To fulfill this responsibility which is best
owned on the department
under the coffee Act.
36
The department has been undertaking several
promotional endeavors which can be broadly classified as under
:
1) Generic promotion that is promotion of the image of
the coffee industry and of the coffee as an ideal
beverage.
2) Market Promotion for the sale of the coffee seeds,
coffee powder and the coffee on the cup from units run
by the Board, through agencies etc., in India.
3) Media Promotion through advertisement in
newspapers,
publications of special reports, pamphlets, Board's own
periodicals.
MARKETING DEPARTMENT
DEVELOPMENT DEPARTMENT
37
The important function-of the development department is
to render financial assistance coupled with the technical
assistance to the coffee growers for the overall development
and improvement of their estates through increase in
production. In this section the board is implementing 6 types of
loan schemes and 3 types of subsidy schemes.
They are :
1) Intensive cultivation loan
2) Replanting loan
3) Extensive cultivation loan
4) Special purpose loan
5) Hire purchase loan
6) Crop hypothecation loan
7) Replanting subsidy
8) Interest subsidy
9) Expansion subsidy
C. EXTENSION DEPARTMENT
38
targets fixed for the industry & to have effective administration,
the entire traditional areas has been divided into 5 regions
headed by officer of the rank of the deputy director (Extension),
who in turn is assisted by the senior liaison officers at the
district level & junior director (E) at Bangalore. The traditional
coffee growing areas includes Karnataka, kerala, and Tamil
Nadu, which account for 98% of the area under coffee.
39
Presently the extension services in traditional areas cover
an area of 2.35 lakhs hectares owned by 1.15 Lakhs growers.
Out of these, 98% of the growers who own around 61.7% of
the area form the small growers sector (10 HA & below).
Today the extension services of the coffee board are quite
unique in transfer of technology in the entire country.
E. RESEARCH DEPARTMENT
40
Promotion of agriculture and technology in coffee for the
benefit of the coffee industry has been one of the primary
functions of the coffee board. The research department for
achieving this objective is dressing itself at central research
institute, central research station research station at central
research substation, Chetalli, Coorg, Karnataka, Chundale,
Kalpetta, kerala, Raghavendranagar, Chintapali, Andhra
Pradesh, Tandigudi, Tamilnadu, Diphu, Assam.
F. FINANCE DEPARTMENT
This department has been divided into two (2): Pool
Fund and General Fund.
POOL FUND:
41
e. Accounting of stock accounts showing receipts
and disposal.
GENERAL FUND;
BORROWING POWER
42
In pursuance thereof, the state bank has been allowed a
credit limit for 1989 (as requested by the board) of 205 crores.
The entire' amount carries the export packaging credit interest
rate of 9.5% p.a. the rate of interest has been reduced to 7.5%
p.a. JBrom: 1-3-1989. any withdrawal in excess of the export
packaging credit attract interest rate at 16.5% p.a.
43
CHAPTER 4
RESEARCH
METHODOLOGY
44
4.1 TITLE OF THE STUDY
Analysis of consumer perception towards different
brands of coffee in jalandhar city.
45
growing city in Asia viz Bangalore, about their attitudes and
behavior towards different factors.
B. SAMPLING PLAN
Sampling plan can be classified into 3 sections as
mentioned
below :
Sampling unit
Sample Size
46
This refers to the total number of people included in the
sampling plan.
Sampling procedure
i. PRIMARY DATA
C. SOURCES OF DATA
47
48
SOURCES OF DATA
PRIMARY DATA SECONARY DATA
AQUESTIONNARIES 1) BOOKS
2) JOURNALS
3) BOARDS PUBLICATIONS &
REPORTS
4) MANAGEMENT REVIEW
5) NEWSPAPERS
D. FIELD WORK
49
recommendation.
CHAPTER 5
DATA ANALYSIS AND
INTERPRETATION
50
TABLE. 1
NO.
OF
ANALYSIS:
0100090000037800000002001c0000000000040000000301080
0050000000b0200000000050000000c029b08db0a040000002e
0118001c000000fb021000070000000000bc020000000001020
22253797374656d0008db0a0000c0fc0000ac5d110004ee83397
86221000c020000040000002d01000004000000020101001c00
0000fb029cff0000000000009001000000000440001254696d65
73204e657720526f6d616e00000000000000000000000000000
51
TABLE -2
AGE GROUP OF RESPONDENTS
ANALYSIS:
52
47
50
45
36
40
30
25
17
20
15
10
0
15 -30 years 30-45 years Above - 45
Age Group
TABLE-3
ANALYSIS:
Out of total number of respondents surveyed about 21%
belongs to the business class, about 40% belongs to the worker
class, and about 10%
53
40
40
35
29
30
20
15 10
10
0
Bus iness Worker class Housewives Students
class
Occupation
TABLE-4
CONSUMPTION OF COFFEE
ANALYSIS:
Out of 100 respondents surveyed 76% of them are daily
Coffee drinkers and 24% of them are occasionally Coffee
drinkers.
54
24%
76%
Daily Occasionally
TALBE-5
ANALYSIS:
55
NO. of Respondents (%)
Out of total number of respondents about 41 of them
consume Tea, then about 22 of them consume Milk, about 18 of
them consume Soft drink, and the remaining 19 does not
consume at all.
0100090000037800000002001c0000000000040000000301080
0050000000b0200000000050000000c029b08db0a040000002e
0118001c000000fb021000070000000000bc020000000001020
22253797374656d0008db0a0000c0fc0000ac5d110004ee83397
86221000c020000040000002d01000004000000020101001c00
0000fb029cff0000000000009001000000000440001254696d65
73204e657720526f6d616e00000000000000000000000000000
00000040000002d010100050000000902000000020d00000032
0a5a0000000100040000000000dd0a980820582d00040000002
d010000030000000000
TABLE-6
56
ANALYSIS:
14%
50%
36%
TABLE - 7
PERCENTAGE OF CONSUMPTION OF FILTER COFFEE
INSTANT COFFEE OR BOTH
57
Total 100 100
ANALYSIS:
45
40
35
No. of Respondents(%)
30
25
20
15
10
0
Filter Instant Both
Particulars
TABLE-8
PERCENTAGE OF CONSUMPTION OF COFFEE
THROUGH OUT THE YEAR
58
Uniform 79 79
Not uniform 21 21
Total 100 100
ANALYSIS:
Out of total number of respondents about 79% of them
say that their coffee consumption is uniformed through out the
year, and the rest about 21% opl for change which is not
Uniformed through out the year.
21%
79%
TABLE - 9
THE SEASON IN WHICH THE SURVEYED
59
RESPONDENTS CONSUME MORE COFFEE
ANALYSIS:
Out of number of respondents surveyed about 8% of
them take coffee in the summer season, about 35% of them take
coffee in the winter season, about 42% of them take coffee in
the Rainy season, and the remaining 15% of them have no idea.
42
45
40 35
35
No. of Respondents (%)
30
25
20
15
15
8
10
0
Summer Winter Rainy Can't say
Season
TABLE-10
60
DIFFERENT BRANDS OF COFFEE RESPONDENTS
ARE AWARE OF
NAME OF BRAND NO OF
RESPONDENTS
Nescafe 94
Bru 91
Brooke Bond Green Lable 62
Diacafe 12
Indian coffee 27
Cothas 68
Coffee Day 65
Kwality 12
Coorg 56
Tata Kaapi 25
ANALYSIS:
The response given by the respondents exceeds the
sample size because of the multiple choices given by the
respondents out of which 94 of the respondents opt for Nescafe:
91 respondents opt for Bru; 68 opt for Cothas; 65 for Coffee
Day; 62 for Brooke Bond Green Level; 56 for Coorg; 27 for
Indian Coffee; 25 for Tata Kaapi and remaining 12 for Diacafe
& Kwality.
61
100
94
91
90
80
Tata Kaapi
Coorg
Cothas
Nescafe
Bru
Diacafe
Coffee Day
Indian coffee
Kwality
Name of Brand
62
TABLE 11
ATTRIBUTES OF COFFEE RESPONDENTS
PERCEPTION
ATTRIBUTES NO OF RESPONDENTS
Taste 46
Quality 25
Flavor 18
Aroma 20
Energy 6
Price 40
Packaging 2
Manufacturer's Name 2
ANALYSIS:
63
50
46
45
40
40
35
No. of Respondents (%)
30 25
25
20
18
20
15
10 6
5 2 2
0
Packaging
Taste
Price
Flavor
Quality
Energy
Aroma
Manufacturer's
Name
Attributes
64
TABLE 12
REASONS NO OF RESPONDENTS
Refreshing 79
Reduce fatigue 14
Habit 33
Daily Routine 35
Family Trend 18
Fighting Headache 16
To Prevent Sleep 11
To Promote Sleep 1
ANALYSIS:
65
79
80
70
60
No. of Respondents (%)
50
35
40 33
30
18 16
20 14
11
10 1
0
Family Trend
To Promote Sleep
Daily Routine
Fighting Headache
To Prevent Sleep
Habit
Refreshing
Reduce fatigue
Reasons
66
TABLE-13
PURCHASE ONCE QUALITY OF COFFEE
POWDER THE RESPONDENTS IN A WEEK
ANALYSIS:
67
50
50
45
40
30
25 18
17
20 15
15
10
50gm – 100gm
25 gm – 50 gm
Grams
TABLE-14
ANALYSIS:
Out of the total respondents about 45% of them rated the
quality of a branded coffee as good, about 40% of them rated as
very good, about 10% of them rated as medium and the rest
about 5% rated as poor.
68
5% 5%
42%
48%
TABLE - 15
Taste conscious 43 43
Brand conscious 9 9
ANALYSIS:
69
Out of the total number of the respondents about 48% of
them are price conscious, about 43% of them are taste
conscious and the rest 9% of them consider as brand conscious
as the main factor while buying any coffee brand.
48
50 43
45
40
35
No. of respondents (%)
30
25
20
15 9
10
5
0
Pric e cons c ious Tas te cons c ious Brand c onsc ious
Partic ulars
70
CHAPTER 6
FINDINGS
&
RECOMMENDATIONS
71
6.1
FINDINGS
Out of the
total number of
the respondents
surveyed about
53 of them are
Male consumers
and about 47 of
them are Female
consumers.
The total number of surveyed consumers constitutes the sample
size of 100 in which 47 of the consumers belong to the group
15-30 years, then 36 are in the age group 30-45 years, and then
the remaining 17 of them belongs to the age group 45 years and
above.
72
The best alternative given by the respondents, if they
stop drinking coffee are as follows:
35% of them opt for Tea, 17% of them opt for Milk, and
then 15% of them opt for Soft drink, and the remaining 33% of
them opt for nothing.
73
bond green label, 12 of the respondents aware of Diacafe an
Kwality, then 27 of the respondents aware of Indian coffee,
68% of the respondents aware of Cothas, 65 of the respondents
Aware of coffee day 56% of the respondents aware of Coorg,
then finally 25 of the respondents aware of Tata kaapi.
74
of them are taste conscious and the rest 9% of them consider
brand's name as the main factor while buying any coffee.
75
6.2 RECOMMENDATION:
76
QUESTIONNAIRE
77
QUESTIONNAIRE
Dear Sir,
Ramandeep Gautam, a Management student is doing a project
work on the “ANALYSIS OF CONSUMER PERCEPTION
TOWARDS DIFFERENT BRANDS OF COFFEE IN
Jalandhar CITY", in partial fulfillment of the requirement of
the MBA course of Punjab Technical University. I would be
greatful if you could kindly spare some time to answer these
questions. All the information given you will be strictly
confidential.
2] Age group:
15-30 years: []
30-45 years: []
above 45 years: []
4] occupation:
a] Student: [] b] Business:
[]
c] Housewife: [] d] Worker Class:
[]
e] Others []
78
5] Income per Month:
a]<Rs.5000: [] b] Rs.5000-Rs. 10000:
[]
c] Rs. 10000-15000: [] d]>Rs 15000:
[]
6] Do you consume coffee?
Yes: [] No: []
7] If yes:
a] Daily: [] b] Occasionally: []
when _______________
8] If No:
Mention other:
Alternatives: ____________________________
9) If yes
a] Branded coffee: [ ] b] Unbranded coffee: []
10] If branded
a] Filter coffee: [ ] b] Instant coffee: []
11] If unbranded,
Where do you buy coffee?
___________________________________________
79
__________________________________________________
14] If No:
In which season do you do you take Coffee more?
A] Summer: [] B] Winter: []
C] Rainy: [] D] Can't say: []
**THANK YOU**
80
BIBLIOGRAPHY
81
BIBLIOGRAPHY
1. Marketing by
Phillip Kotler
2. Principles Marketing
P.NJReddy,
S.A.Sherlekar
3. Consumer behavior by
Leen G.Schiffman,
Leslie Lazar Kanuki
82