CHAPTER 5 ANALYSIS OF THE CONSUMER BEHAVIOUR IN PURCHASING TEA

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1 CHAPTER 5 ANALYSIS OF THE CONSUMER BEHAVIOUR IN PURCHASING TEA 5.1 INTRODUCTION In recent decades, one of the key problems of manufacturing companies is the knowledge of how the consumers will respond to various factors that they will use in order to achieve their ultimate goal the biggest profit. The study of consumer behaviour has become a concern of marketing specialists, because they can learn how buyers choose their goods and services required to meet their multiple needs, which are the stimuli that influence their choice. Consumer behaviour analysis aims to ultimately improve business performance through an understanding of past and present consumers so as to determine and identify future consumers and their behaviour. It is therefore essential to mine large databases of consumer behaviour information to understand historic behaviour and predict the likelihood of behaviour in the future in order to consequentially meet the needs and desires of potential consumers. The consumer behaviour in purchasing tea is studied by the researcher and the same is analyzed in several dimensions in order to arrive at fruitful results. This chapter presents the analysis and interpretation of the study. 5.2 AGE WISE CLASSIFICATION OF CONSUMERS One of the first variables of demographic segmentation is age. Age influences consumer behaviour in a rather direct way. Consumer needs and wants change with age although they may still wish to consume the same types of product. It is a well

2 known fact that a person s buying behaviour and habits undergo a drastic change with the passage of time. A family life-cycle consists of different stages ranging from young singles, married couples to retired people. So the marketers design, package and promote products differently to meet the wants of different age groups. This helps marketers to produce appropriate commodities for each stage. Consumer needs are basic in childhood but become complex in teenage and middle ages. In old age, consumer needs go back to basic. In this study, the researcher has classified the consumers on the basis of their age Table 5.1 Age wise classification of consumers Age (in years) of respondents Percentage 1. Below Above Source: Primary data Total Majority of the consumers (3.8 percent) belong to the age group of 20 to 40 years, 35.3 percent consumers belong to the age group of 40 to 60 years, 15.1 percent consumers belong to the age group of 60 to 80 years,.8 percent consumers are below 20 years and the remaining 4 percent consumers are above 80 years.

3 5.3 GENDER-WISE CLASSIFICATION OF CONSUMERS Among all the factors that influence consumers decision making behaviour, one of the major factor is the gender. Men and women due to their different upbringing and socialization, along with various other social, biological and psychological factors depict different types of behaviour at various situations. Whether it is decision making in personal life or professional life, whether it is about shopping or eating, both the genders are completely different at every stage of decision making. Right from need recognition through the evaluation of alternatives to the post purchase behaviour, men and women work differently with different types of stimuli and different parameters of evaluations. Women seem to have satisfaction and find pleasure while they shop whereas men appear to be more disdain towards shopping. While the target market for a given product can include females and males, one gender may represent a larger share of a company's target market. Businesses can segment their markets by gender, and come up with variations of their products devoted to serving a specific gender or alter their marketing campaigns to appeal to the male or female segment. Males and females want different products and they are likely to have different ways of liking in obtaining these. As the differences between men and women about expectation, want, need, life-style etc. reflect their consumption behaviour, every marketer today has realized the fact that gender has become one of the major factors and basis of segmenting a market and targeting the consumers. The following Table presents the gender based classification of the consumers

4 Table 5.2 Gender-wise classification of consumers Gender No. of respondents Percentage 1. Male Female Source: Primary data: Total Out of the 550 consumers selected for the study, 55.3 percent are female and 44. percent are male. 5.4 EDUCATION WISE CLASSIFICATION OF CONSUMERS Highly educated consumers always behave differently when compared to less educated consumers. The educated consumers are generally aware of various trends of the market and they react instantly according to the changes in trends. As such the researcher felt that it would be worth classifying the consumers on the basis of their education. Table 5.3 Education wise classification of consumers Education Level No. of respondents Percentage 1. SSLC Higher Secondary Graduate Post graduate Illiterate Source: Primary data Total

5 Majority of the consumers (25.1 percent) are Graduates, 24.4 percent consumers are educated at Higher Secondary level, 20. percent consumers are Post Graduates, 16.5 percent consumers are educated at SSLC level and 13.3 percent consumers are illiterates. 5.5 OCCUPATION WISE CLASSIFICATION OF CONSUMERS An individual s nature of job has a direct influence on the products and brands he picks for himself/herself. The occupation of an individual plays a significant role in influencing his/her buying decision. Today people are very much concerned about their image and the status in the society which is a direct outcome of their material prosperity. The profession or the occupation a person has an impact on the products they consume. The type of tea preferred, the brand of tea preferred, the quantity of tea purchased, the form of package preferred, the frequency of purchasing tea and so many attributes may be influenced by the occupation of the consumers. The following Table shows the occupation based classification of the consumers selected for the study.

6 Table 5.4 Occupation wise classification of consumers Occupation No. of respondents Percentage 1. Government employees Private employees Professionals Businessmen Unemployed/ retried/ house wife Total Source: Primary data Majority of the consumers (28.2 percent) are unemployed/retired/housewife, 20.2 percent consumers are private employees, 19.3 percent consumers are businessmen, 16.5 percent consumers are professionals and the remaining 15.8 percent consumers are Government employees. 5.6 FAMILY INCOME OF CONSUMERS The buying tendency of an individual is directly proportional to his income/earnings per month. Income affects the consumer buying behaviour because if the person is rich he can buy anything which he wants to buy but for a poor person it is not easy to buy the things which are beyond his pocket.individuals with high income would buy expensive and premium products as compared to individuals from middle and lower income group who would spend mostly on necessary items. When companies develop pricing strategies for their brands and products, they consider the income levels of their target markets. The following Table shows the family income of the consumers.

7 Table 5.5 Family income of consumers Income (in per month) No. of respondents (in Rupees) Percentage 1. Less than Above Source: Primary data Total Out of the 550 consumers selected for the study, 40. percent consumers earn less than Rupees per month, 34.9 percent consumers earn Rupees to Rupees per month 16.2 percent consumers earn Rupees to per month 4.4 percent consumers earn Rupees to per month and the remaining 3.8 percent consumers earn above Rupees per month. 5. FAMILY SIZE OF CONSUMERS The family size of the consumers may have an influence on their behaviour in purchasing tea. In other words, a consumer having more number of family members may have a different purchasing behaviour when compared to a consumer having less number of family members. Hence the researcher intended to find out the family size of the consumers.

8 Table 5.6 Family size of consumers No. of members No. of respondents Percentage 1. Up to More than Total Source: Primary data The study reveals that majority of the consumers (51.6 percent) have up to 3 family members, 31.8 percent consumers have 3 to 4 family members, 11.8 percent consumers have 4 to 5 family members and only 4.8 percent consumers have more than 5 family members. 5.8 SOURCE OF INFORMATION OF CONSUMERS A marketer might influence a consumer information search through several information sources include personal sources (family, friends, neighbours, acquaintances), commercial sources (advertising, salespeople, dealer Web sites, packaging, displays), public sources (mass media, consumer rating organizations, Internet searches), and experiential sources (Handling, examining, using the product). The relative influence of these information sources varies with the product and the buyer. Generally, the consumer receives the most information about a product from commercial sources where those controlled by the marketer. The most effective sources, however, tend to be personal sources. Commercial sources normally inform

9 the buyer, but personal sources legitimize or evaluate products for the buyer. The following Table shows the source of information of the consumers in purchasing tea Table 5. Source of information of consumers Source No. of respondents Percentage 1. Personal sources Commercial sources Public sources Experiential sources Total Source: Primary data Majority of the consumers (53.8 percent) have personal source of information, 2.5 percent consumers have commercial source of information, 15.4 percent consumers have experiential source of information and only 3.3 percent consumers have public source of information in purchasing tea. 5.9 TYPE OF TEA PREFERRED BY CONSUMERS Though there are different types of tea available in the market, the most common types of tea used by consumers in Tirunelveli District are Black tea, Green tea and Flavoured tea. Hence the researcher has classified the consumers on the basis of the type of tea preferred by them.

10 Table 5.8 Type of tea preferred by consumers No Type of Tea No. of respondents Percentage 1 Black Tea Green Tea Flavoured Tea Total Source: Primary data The study shows that majority of the consumers (98.4 percent) prefer Black tea, 0.9 percent consumers prefer Flavoured tea and the remaining 0. percent consumers prefer Green tea. Black tea is most commonly used by the consumers of Tirunelveli District BRAND OF TEA PREFERRED BY CONSUMERS Brand is usually described as a unique name or trademark given to a product or service, or can be either is a term, symbol, design for a particular firm which is identified a good or service, or a firm to distinguish form its competitors. Consumers feel value and trust towards that brand if a firm's brand marketed well. The marketers are very careful while introducing a new brand as the success or failure of a brand entirely lies on the hands of consumers. In this study the consumers are classified by the researcher on the basis of the brand of tea preferred by them.

11 Table 5.9 Brand of tea preferred by consumers Brand No. of respondents Percentage 1. Taj Mahal Roses AVT Red Label Chakra Gold Yellow Label Ooty Tea Darjeeling Tea 4 0. Total Source: Primary data The study reveals that majority of the consumers (33.3 percent) prefer 3 Roses tea, 20. percent consumers prefer Chakra Gold tea 1.9 percent consumers prefer AVT tea, 12.5 percent consumers prefer Taj Mahal tea, 9.3 percent consumers prefer Ooty tea, 4. percent consumers prefer Red Label tea, 0.9 percent consumers prefer Yellow Label tea and 0. percent consumers prefer Darjeeling tea. It was found that 3 Roses tea brand has caught a major market share in Tirunelveli District.

12 Taj Mahal 3 Roses Figure 5.1 Brand of tea preferred by consumers AVT Red Label Chaakra Red Yellow Label Ooty Tea Darjeeling Tea Brand No. of consumers

13 Table 5.10 Age of consumers Vs Brand of tea preferred by consumers Brand preference Below 20 years % years % Age of consumers years % years % Above 80 % Total 1. Taj Mahal Roses AVT Red Label Chakra Gold Yellow Label Ooty Tea Darjeeling Tea Total Source: Primary data

14 Table 5.11 Gender of consumers Vs Brand of tea preferred by consumers Brand preference Gender of consumers Male % Female % Total 1. Taj Mahal Roses AVT Red Label Chakra Gold Yellow Label Ooty Tea Darjeeling Tea Total Source: Primary data

15 Table 5.12 Education of consumers Vs Brand of tea preferred by consumers Brand preference SSLC % Higher Secondary Education of consumers % Graduate % Post Graduate % Illiterate % Total 1. Taj Mahal Roses AVT Red Label Chakra Gold Yellow Label Ooty Tea Darjeeling Tea Total Source: Primary data

16 Table 5.13 Occupation of consumers Vs Brand of tea preferred by consumers Brand preference Government Employees % Private Employees Occupation of consumers % Professionals % Businessmen % Retired / unemployed % Total 1. Taj Mahal Roses AVT Red Label Chakra Gold Yellow Label Ooty Tea Darjeeling Tea Total Source: Primary data

17 Family income Brand preference Less than 10000( ) % 1. Taj Mahal Roses AVT Red Label Chakra Gold Yellow Label Ooty Tea Darjeeling Tea Total Source: Primary data Table 5.14 of consumers Vs Brand of tea preferred by consumers Income of consumers (per month) to 20000( ) % to 30000( ) % to 40000( ) % Above 40000( ) % Total

18 Age Vs Brand of tea preferred by consumers Majority of the consumers who are less than 20 years of age (55.9 percent), majority of the consumers between 40 to 60 years of age (29.4 percent) and majority of the consumers between 60 to 80 years of age (60.3 percent) prefer 3 Roses tea when compared to other brands of tea. Meanwhile, majority of the consumers who are between 20 to 40 years (31.2 percent) highly prefer Chakra Gold tea and majority of the consumers who are above 80 years (45.5 percent) highly prefer AVT tea. Gender Vs Brand of tea preferred by consumers Majority of male consumers (3 percent) and majority of female consumers (30.3 percent) prefer 3 Roses tea when compared to other brands of tea. Education Vs Brand of tea preferred by consumers Majority of the consumers who are SSLC holders (26.4 percent), majority of the Higher Secondary Certificate holders (4.8 percent), majority of the Graduates (32.6 percent), majority of the Post Graduates (22.8 percent) and majority of the Illiterates (32.9 percent) prefer 3 Roses tea when compared to other brands of tea. Occupation Vs Brand of tea preferred by consumers Majority of the Government employees (2.6 percent), majority of the Private employees (30.6 percent), majority of the Professionals (32.9 percent), majority of the Businessmen (2.4 percent) and majority of the Retired/ Unemployed (42.6 percent) prefer 3 Roses tea when compared to other brands of tea.

19 Income Vs Brand of tea preferred by consumers Majority of the consumers earning less than Rupees per month (30.4 percent) prefer Chakra Gold tea, majority of the consumers earning Rupees to Rupees per month (43.8 percent) and Rupees to Rupees per month (41.6 percent) prefer 3 Roses tea, majority of the consumers earning Rupees to Rupees per month equally prefer Taj Mahal tea (20.8 percent), Red Label tea (20.8 percent) and Chakra Gold tea (20.8 percent) tea and majority of the consumers earning above Rupees per month equally prefer 3 Roses tea (23.8 percent) and AVT tea (23.8 percent) DECISION MAKERS IN PURCHASING TEA Decision making plays a major role in purchasing a product. The consumers may buy a product based on the decision taken by house wife, husband, jointly by husband and wife, elders in the family or by all members. Generally, the marketers focus their advertisements towards the major decision makers in the family so that they may able to capture the market easily. The following Table presents the decision makers in the family of consumers in purchasing tea.

20 Table 5.15 Decision makers in purchasing tea No Decision makers No. of respondents Percentage 1 Wife Husband Husband and Wife jointly Elders in Family All members Source: Primary data Total The study discloses the fact that in most of the families, the decision regarding purchase of tea is made by wives (65.6 percent), followed by Husband and Wife jointly (16.6 percent), Husband 10. percent, All members (3.8 percent) and Elders in Family (3.3 percent). It is clear that wife is the main decision maker in majority of the families in purchasing tea MANUFACTURER-WISE CLASSIFICATION OF THE BRAND OF TEA PREFERRED BY CONSUMERS There are several brands of tea available in the market. Each brand is manufactured by a manufacturer with unique characteristics to compete in the market and to satisfy the consumers to the best possible extent. The reputation of the manufacturer reflects the worthiness of the brand of tea offered and hence the researcher felt that it would be apt to classify the consumers on the basis of the manufacturers of the brands of tea preferred by them. The following Table indicates the same.

21 Table 5.16 Manufacturer-wise classification of the brand of tea preferred by consumers Brand Manufacturer Percentage share 1. Taj Mahal (69) 2. 3 Roses (183) Red Label (26) Yellow Label (5) Hindustan Unilever Limited (28) Darjeeling Tea (4) 6. AVT Assam (98). Chakra Gold (114) 8. Ooty Tea (51) Abishek Tea production Limited (98) Tata Global Beverage Limited (114) The Tamilnadu Small Tea Growers Industrial Cooperative Tea Factories Federation Limited (51) Total Source: Primary data *Figures given in parentheses denote number of respondents The researcher intended to find out which manufacturer of tea is able to capture the market of tea in Tirunelveli District. The study reveals that a major market share of tea in Tirunelveli District is captured by Hindustan Unilever Limited (52.2 percent) followed by Tata Global Beverage Limited (20. percent), Abishek Tea Production Limited (1.8 percent) and The Tamilnadu Small Tea Growers Industrial Cooperative Tea Factories Federation Limited (9.3 percent).

22 Figure 5.2 Manufacturer-wise classification of the brand of tea preferred by consumers Number of consumers

23 5.13 AWARENESS OF CONSUMERS REGARDING MANUFACTURERS OF TEA The consumers should be aware of the manufacturing companies of tea and the reputation of those companies because the brand of tea offered by a company may depend upon the fundamental principles and regulations of the company. Table 5.1 Awareness of consumers regarding manufacturers of tea Awareness No. of respondents Percentage 1 Aware Not Aware Total Source: Primary data The study reveals that 96 percent consumers are not aware of the manufacturers of tea and only 4 percent consumers are aware of it GENDER VS AWARENESS OF CONSUMERS OF MANUFACTURERS OF TEA The awareness of consumers regarding manufacturers of tea may be influenced by the gender of the consumers. Hence the researcher has studied the relationship, if any, existing between the gender of the consumers and their awareness regarding manufacturers of tea. The following Table presents the same.

24 Table 5.18 Gender of consumers Vs Awareness of consumers of manufacturers of tea Awareness Gender Male % Female % Total 1. Aware Not Aware Total Source: Primary data Hypothesis There is no relationship between gender of consumers and awareness of consumers of manufacturers of tea:. E = RT X CT where N E = Expected Frequency, RT = Row Total, CT = Column Total, N = Total number of respondents. Table 5.19 Chi square calculation - Gender of consumers and Awareness of consumers of manufacturers of tea O E (O-E) (O-E) 2 E

25 (O-E) 2 ² = = E = (r-1) (c-1) (2-1) (2-1) = 1 x 1 = 1 Chi. Square Table value = 1 ² 0.05 = 3.84 Inference The calculated value of chi square (0.0042) is lesser than the Table value (3.84). Hence the hypothesis is accepted. There is no relationship between Gender of consumers and Awareness of consumers of manufacturers of tea 5.15 FREQUENCY OF PURCHASING TEA The researcher wanted to know the frequency with which consumers purchase tea. The frequency of purchasing tea differs due to several reasons like quantity of tea purchased, number of members in the family and income of the family. The following Table classifies the consumers on the basis of frequency of purchasing tea. Table 5.20 Frequency of purchasing tea Frequency No. of respondents Percentage 1. Daily Weekly Fortnightly Once in a month Total Source: Primary data

26 The study shows that 85.6 percent of the consumers purchase tea once in a month,.1 percent consumers purchase tea once in a fortnight, 5.8 percent consumers purchase tea once in a week and the remaining 1.5 percent consumers purchase tea daily. Majority of the consumers have the habit of purchasing tea once in a month. Monthly purchase of tea is highly preferred by the consumers of Tirunelveli District. Figure 5.3 Frequency of purchasing tea No. of consumers Daily Weakly Fortnighly Once in a month Frequency

27 Table 5.21 Age of consumers Vs Frequency of purchasing tea Frequency Below 20 years years Age of consumers years years Above 80 years Total 1. Daily 2 (4.) 2 (1.0) 1 (0.5) 1 (1.2) 2 (9.1) 8 2. Weekly (16.3) 9 (4.3) 5 (2.6) 5 (6.0) 6 (2.3) Fortnightly 8 (18.6) 11 (5.3) 5 (2.6) (8.4) 8 (36.3) Monthly 26 (60.4) 186 (89.4) 183 (94.3) 0 (84.4) 6 (2.3) 41 Source: Primary data Total Majority of the consumers below 20 years of age (60.4 percent), majority of the consumers between 20 to 40 years (89.4 percent), majority of the consumers between 40 to 60 years (94.3 percent) and majority of the consumers between 60 to 80 years (84.4percent) prefer to purchase tea once in a month. Only a few consumers who are above 80 years of age (36.3 percent) prefer to purchase tea once in a fortnight.

28 Table 5.22 Gender of consumers Vs Frequency of purchasing tea Frequency Gender of consumers Male % Female % Total 1 Daily Weekly Fortnightly Monthly Total Source: Primary data Majority of male consumers (83.8 percent) and majority of female consumers (8.2 percent) prefer to purchase tea once in a month. Daily purchase of tea is not much preferred by most of the consumers.

29 Table 5.23 Education of consumers Vs Frequency of purchasing tea Frequency Education of consumers SSLC HSC Graduate Post Graduate Illiterate Total 1. Daily 2 (2.2) 4 (3.0) (2.) 8 2. Weekly 6 (6.6) 5 (3.) 3 (2.2) 8 (.0) 10 (13.) Fortnightly 8 (8.8) 6 (4.5) 11 (8.0) (6.1) (9.6) Monthly 5 (82.4) 119 (88.8) 124 (89.8) 99 (86.9) 54 (4.0) 41 Total Source: Primary data Majority of the consumers who are SSLC holders (82.4 percent) majority of Higher Secondary holders (88.8 percent), majority of Graduates (89.8 percent), majority of Post Graduates (86.9 percent) and majority of illiterates (4 percent) prefer to purchase tea once in a month.

30 Table 5.24 Occupation of consumers Vs Frequency of purchasing tea Frequency Government Employee Occupation of consumers Private Employee Professional Businessman Retired / Unemployed Total 1. Daily (1.9) 6 (3.9) 8 2. Weekly 6 (6.9) 9 (8.1) 3 (3.3) 8 (.5) 6 (3.9) Fortnightly 5 (5.) (6.3) 8 (8.8) 11 (10.4) 8 (5.2) Monthly 6 (8.4) 95 (85.6) 80 (8.9) 85 (80.2) 135 (8.0) 41 Total Source: Primary data The study makes it clear that majority of the consumers belonging to all categories of occupation viz., Government Employees (8.4 percent), Private Employees (85.6 percent), Professionals (8.9 percent), Businessmen (80.2 percent), Retired / Unemployed (8 percent) prefer to purchase tea once in a month. Irrespective of the occupation, consumers prefer to purchase tea once in a month.

31 Table 5.25 Family Income of consumers Vs Frequency of purchasing tea Frequency Less than 10,000 Family Income per month (in Rupees) 10,000 20,000 20,000 30,000 30,000 40,000 Above 40,000 Total 1. Daily 8 (3.6) Weekly 26 (11.6) 6 (3.1) Fortnightly 6 (2.) 5 (2.6) 19 (21.3) 5 (20.8) 4 (19.1) Monthly 184 (82.1) 181 (94.3) 0 (8.) 19 (9.2) 1 (80.9) 41 Total Source: Primary data Majority of the consumers belonging to all income categories viz., less than Rupees (82.1 percent), Rupees to Rupees (94.3 percent), Rupees to (8. percent), Rupees to (9.2 percent) and above Rupees (80.9 percent) prefer to make monthly purchase of tea.

32 Table 5.26 Family size of consumers Vs Frequency of purchasing tea Frequency Up to 3 members Family size of consumers 3 4 members 4 5 members More than 5 members Total 1. Daily 2 (0.) 6 (3.4) Weekly 8 (2.8) 9 (5.1) 5 (.) 10 (38.4) Fortnightly 19 (6.) 4 (2.3) (10.8) 9 (34.6) Monthly 255 (89.8) 156 (89.2) 53 (81.5) (2.0) 41 Total Source: Primary data Majority of the consumers having up to 3 family members (89.8 percent), majority of the consumers having 3 to 4 family members (89.2 percent) and majority of the consumers having 4 to 5 family members (81.5 percent) prefer to purchase tea once in a month. Besides majority of the consumers with more than 5 family members (38.4 percent) prefer to purchase tea once in a week SIZE OF PACKAGE PREFERRED BY CONSUMERS OF TEA The commodities are to be packed in specified quantities as per Standard Packages Rules. Accordingly, tea is available in the market in different package sizes

33 viz., 25 grams, 50 grams, 100 grams, 200 grams, 500 grams, 1 kilogram and thereafter in multiples of 1 kilogram. The type of package preferred by consumers may depend upon size of the family, income of the family, frequency of purchase, convenience of handling, attractiveness of the package etc. The package preferred by the consumers is studied by the researcher and presented in the following Table. Table 5.2 Size of package preferred by consumers of tea Quantity No. of respondents Percentage 1 25 grams grams grams grams grams kilogram Source: Primary data Total Majority of the consumers (34. percent) prefer 250 grams package, 29.6 percent consumers prefer 100 gram package, 20.5 percent consumers prefer 500 grams package, 11.2 percent consumers prefer 50 grams package, 2.4 percent consumers prefer 1 kilogram package and only 1.6 percent consumers prefer 25 grams package of tea. The study shows that 250 grams package of tea is highly preferred by most of the consumers.

34 Figure 5.4 Size of package preferred by consumers of tea No. of respondents Size of package

35 Table 5.28 Family size of consumers Vs Size of package preferred for tea Size of package Up to 3 members % 3 4 members Family size of consumers % 4 5 members % More than 5 members % Total grams grams grams grams grams kilogram Total Source: Primary data

36 Table 5.29 Family income of consumers Vs Size of package preferred for tea Quantity Less than % Family Income of consumers per month (in Rupees) % % % Above % Total gram gram gram gram gram kilogram Total Source: Primary data

37 Family size of consumers Vs Size of package preferred for tea The study makes it clear that majority of the consumers having up to 3 family members (35.2 percent) prefer 250 grams of tea package, majority of the consumers having 3 to 4 family members (51.4 percent) prefer 100 grams of tea package, majority of the consumers having 4 to 5 family members (53.8 percent) prefer 500 grams of tea package and majority of the consumers having more than 5 family members (42.4 percent) prefer 250 grams of tea package. Family income of consumers Vs Size of package preferred for tea The study makes it clear that majority of the consumers earning less than Rupees per month (42 percent) prefer 100 grams of tea package, majority of the consumers earning Rupees to per month (4.4 percent) prefer 250 grams of tea package, majority of the consumers earning Rupees to per month (40.4 percent) prefer 250 grams of tea package, majority of the consumers earning Rupees to per month (3.5 percent) prefer 500 grams of tea package, and majority of the consumers earning above Rupees per month (42.9 percent) prefer 250 grams of tea package. 5.1 TYPE OF PACKAGE PREFERRED BY CONSUMERS OF TEA Package plays a significant role in attracting the consumers towards a product. Though the content of a package is of high quality, the product may tend to fail in the market, if the package is not attractive and appealing, It is true in the case of tea also.tea is available in different types of packages including poly-pack, carton, containers and tea bags. The type of package preferred by the consumers is tabulated as follows:

38 Table 5.30 Type of package preferred by consumers of tea No Type No. of respondents Percentage 1 Poly pack Box pack ( carton) Containers Tea Bags Source: Primary data Total The study shows that majority of the consumers (5.1 percent) prefer cartons, 21.5 percent consumers prefer poly-packs, 2.9 percent consumers prefer containers and only 0.5 percent consumers prefer tea bags HABIT OF CONSUMERS IN READING THE LABEL OF TEA PACKAGE Label on a tea package provides information like net weight, price, manufacturer s name manufacturing date, ingredients and other details regarding the contents of the package. But whether the consumers read the label or not remains a question mark. The following Table shows the same. Table 5.31 Habit of consumers in reading the label of tea package Habit No. of respondents Percentage 1. Yes No Source: Primary data Total

39 The study shows that majority of the consumers (92 percentage) donot have the habit of reading the label of the tea package TYPE OF SHOP PREFERRED BY CONSUMERS FOR PURCHASING TEA There are different types of Shops from where the consumers purchase tea. It may be a local store, departmental store, ration shop or any other type of Shop. The type of Shop preferred by the consumers for purchasing tea is analyzed by the researcher and the same is presented in the following Table. Table 5.32 Type of shop preferred by consumers for purchasing tea Type of shop No. of respondents Percentage 1. Local Shop Departmental Store Super Market Ration Shop Any other - - Source: Primary data Total The study shows that 8. percent of the consumers prefer to purchase tea from Local Shops, 12 percent consumers prefer Super Market and the remaining 9.3 percent consumers prefer Ration Shop for purchasing tea.

40 5.20 PLACE PREFERRED BY CONSUMERS FOR DRINKING TEA The behaviour of consumers in purchasing tea may be influenced by the place where they drink tea. As such the consumers are classified by the researcher on the basis of the place where they drink tea. The following Table presents the same. Table 5.33 Place preferred by consumers for drinking tea Place No. of respondents Percentage 1. Home Home & Office Office and Tea Shop Home & Tea Shop Home, Office & Tea Shop Source: Primary data Total Out of the 550 consumers selected for the study, 32.4 percent drink tea at Home and Tea Shop, 28. percent at Home and Office, 2.1 percent at Home, 9.5 percent at Home, Office and Tea Shop and the remaining 2.3 percent at Office and Tea Shop TIME PREFERRED BY CONSUMERS FOR DRINKING TEA The consumers may prefer to drink tea during morning, noon, afternoon, evening or at night. The occupational status of consumers, physical health conditions, habits, companions and other factors influence the time preferred for drinking tea. The

41 researcher has studied the time preferred by the consumers and the same is presented in the following Table: Table 5.34 Time preferred by consumers for drinking tea No Time No. of respondents Percentage 1. Morning Noon Afternoon Evening Night Total Source: Primary data Majority of the consumers (49.3 percent) prefer to drink tea in the morning, 33. percent consumers prefer to drink tea in the evening, 12.9 percent consumers prefer to drink tea at night, 2.5 percent consumers prefer to drink tea at noon and 1.6 percent consumers prefer to drink tea in the afternoon FREQUENCY OF DRINKING TEA The frequency of drinking tea may influence the behaviour in purchasing tea. The frequency of purchasing tea may depend on the family size of the consumers, family income of the consumers, occupational status of the consumers and other related reasons. Hence the consumers are classified into three categories viz., Light drinkers (1 to 2 cups of tea per day), Medium drinkers (3 cups of tea per day) and Heavy drinkers (4 or more cups of tea per day) and the classification is presented in the following Table:

42 Table 5.35 Frequency of drinking tea Frequency No. of respondents Percentage 1. Light Drinkers Medium Drinkers Heavy Drinkers Total Source: Primary data: The study shows that majority of the consumers (40 percent) are medium drinkers of tea, 35.3 percent are light drinkers, and 24. percent are heavy drinkers of tea BRAND AWARENESS OF CONSUMERS IN PURCHASING TEA Brand awareness consists of recognition of a particular brand which allows a potential consumer to recognize about the existence of a specific product or service existence, and confirms that he or she has previously been exposed to it. Awareness of a particular brand can change a consumer's consumption and the involvement level for a specific product or service through a sense of familiarity. The brand awareness is not the simple acknowledgment of a brand. More the brand is well-known, than more consumers are inclined to buy its products. In this sense, the awareness is not just concerning the fact that a brand exists; it includes knowing and recognizing its image and product range. The recognition does not involve necessarily the place and the reason a person remembers a brand; it also does not concern the brand merchandise or product range. The recognition of a brand

43 happens especially thanks to the logo. Other efficient tools are layouts and packaging. The concept of brand recognition is strictly linked to brand associations. The brand awareness of consumers in purchasing tea is shown in the Following Table. Table 5.36 Brand Awareness of consumers in purchasing tea Awareness No. of respondents Percentage 1 Aware Not Aware Source: Primary data: Total It is clear from the study that 60.2 percent consumers have brand awareness in purchasing tea and 39.8 percent consumers have no brand awareness. Table 5.3 Age of consumers Vs Brand awareness of consumers in purchasing tea Brand Awareness Below 20 Age of consumers (in years) 20 to to to 80 Above 80 Total 1. Aware 12 (2.9) 10 (51.4) 2 (3.1) 16 (19.3) 12 (54.5) Not Aware 31 (2.1) 101 (48.6) 122 (62.9) 6 (80.) 10 (45.5) 331 Total Source: Primary data: *Figures in parentheses denote percentages

44 Majority of the consumers between 20 to 40 years (51.4 percent) and majority of the consumers above 80 years (54.5 percent) have brand awareness in purchasing tea. Besides majority of the consumers below 20 years of age (2.1 percent), majority of the consumers between 40 to 60 years (62.9 percent) and majority of the consumers between 60 to 80 years (80. percent) do not have brand awareness in purchasing tea. Hypothesis There is no relationship between age of consumers and brand awareness of consumers in purchasing Tea. E = RT X CT where N E = Expected Frequency, RT = Row Total, CT = Column Total, N = Total number of respondents. Table 5.38 Chi square calculation - Age of consumers Vs Brand awareness of consumers in purchasing tea O E (O-E) (O-E) 2 E

45 (O-E) 2 ² = = E = (r-1) (c-1) (2-1) (5-1) = 1 x 4 = 4 Table Value of Chi.square = 4 ² 0.05 = 9.48 Inference The calculated value of chi square (31.48) is greater than the Table value (9.48). Hence the hypothesis is rejected. There is relationship between age of consumers and brand awareness of consumers in purchasing tea. Table 5.39 Gender of consumers Vs Brand awareness of consumers in purchasing tea Awareness Gender Male % Female % Total 1. Aware Not aware Total Source: Primary data: Hypothesis There is no relationship between gender of consumers and brand awareness of consumers in purchasing tea.

46 E = RT X CT where N E = Expected Frequency, RT = Row Total, CT = Column Total, N = Total number of respondents. Table 5.40 Chi Square calculation - Gender of consumers Vs Brand awareness of consumers in purchasing tea O E (O-E) (O-E) 2 E (O-E) 2 ² = = 13.4 E = (r-1) (c-1) (2-1) (2-1) = 1 x 1 = 1 Table Value of Chi. Square = 1 ² 0.05 = 3.84 Inference The calculated value of chi square (13.4) is greater than the Table value (3.84). Hence the hypothesis is rejected. There is relationship between gender of consumers and brand awareness of consumers in purchasing tea.

47 Table 5.41 Education of consumers Vs Brand awareness of consumers in purchasing tea No Brand Awareness Education of consumers Post SSLC HSC Graduate Graduate Illiterate Total 1. Aware 12 (13.2) 14 (10.4) 91 (65.9) 89 (8.1) 13 (1.8) Not aware 9 (86.8) 120 (89.6) 4 (34.1) 25 (21.9) 60 (82.2) 331 Total Source: Primary data: Majority of the consumers who are Graduates (65.9 percent) and majority of the consumers who are Post Graduates (8.1 percent) have brand awareness in purchasing tea. Besides majority of the consumers who are SSLC holders (86.8 percent), majority of the consumers who are Higher Secondary holders (89.6 percent) and majority of the consumers who are illiterates (82.2 percent) do not have brand awareness in purchasing tea. Hypothesis: There is no relationship between education of consumers and brand awareness of consumers in purchasing Tea. E = RT X CT where N E = Expected Frequency, RT = Row Total, CT = Column Total, N = Total number of respondents.

48 Table 5.42 Chi square calculation - Education of consumers Vs Brand awareness of consumers in purchasing tea O E (O-E) (O-E) 2 E (O-E) 2 ² = = E = (r-1) (c-1) (2-1) (5-1) = 1 x 4 = 4 Table value of Chi. square = 4 ² 0.05 = 9.48 Inference The calculated value of chi square (198.84) is greater than the Table value (9.48). Hence the hypothesis is rejected. There is relationship between education of consumers and brand awareness of consumers in purchasing tea.

49 Table 5.43 Occupation of consumers Vs Brand awareness of consumers in purchasing tea Occupation of consumers No Brand Awareness Government Employees Private Employees Professionals Businessmen Retired / Unemployed Total 1. Aware 29 (33.3) 36 (32.4) 52 (5.1) 53 (50.0) 49 (31.6) Not aware 58 (66.) 5 (6.6) 39 (42.9) 53 (50.0) 106 (68.4) 331 Total Source: Primary data: The study makes it clear that majority of the Professionals (5.1 percent) have brand awareness in purchasing tea. But majority of the Government employees (66. percent) majority of the Private employees (6.6 percent) and majority of the Retired/Unemployed (68.4 percent) do not have brand awareness in purchasing tea. Furthermore, 50 percent of the businessmen have brand awareness and the remaining 50 percent businessmen do not have no brand awareness in purchasing tea. Hypothesis: There is no relationship between occupation of consumers and brand awareness of consumers in purchasing Tea.

50 E = RT X CT where N E = Expected Frequency, RT = Row Total, CT = Column Total, N = Total number of respondents. Table 5.44 Chi square calculation - Occupation of consumers Vs Brand awareness of consumers in purchasing tea O E (O-E) (O-E) 2 E (O-E) 2 ² = = E = (r-1) (c-1) (2-1) (5-1) = 1 x 4 = 4 Table value of Chi. square = 4 ² 0.05 = 9.48

51 Inference The calculated value of chi square (24.399) is greater than the Table value (9.48). Hence the hypothesis is rejected. There is relationship between occupation of consumers and brand awareness of consumers in purchasing tea. Table 5.45 Family Income of consumers Vs Brand awareness of consumers in purchasing tea Income of consumers per month ( in Rupees) No Brand Awareness Less than 10,000 10,000 20,000 20,000 30,000 30,000 40,000 Above 40,000 Total 1. Aware 21 (9.4) 131 (68.2) 43 (48.3) 13 (54.2) 11 (52.4) Not aware 203 (90.6) 61 (31.8) 46 (51.) 11 (45.8) 10 (4.6) 331 Total Source: Primary data Majority of the consumers earning Rupees 10,000 to rupees 20,000 per month (68.2 percent), majority of the consumers earning Rupees 30,000 to Rupees 40,000 per month (54.2 percent) and majority of the consumers earning above Rupees 40,000 per month (52.4 percent) have brand awareness in purchasing tea. But majority of the consumers earning less than Rupees 20,000 per month (90.6 percent), and majority of the consumers earning Rupees 20,000 to Rupees 30,000 per month (51. percent) do not have brand awareness in purchasing tea.

52 Hypothesis There is no relationship between family income of consumers and brand awareness of consumers in purchasing Tea. E = RT X CT where N E = Expected Frequency, RT = Row Total, CT = Column Total, N = Total number of respondents. Table 5.46 Chi Square calculation - Income of consumers Vs Brand awareness of consumers in purchasing tea O E (O-E) (O-E) 2 E (O-E) 2 ² = = E = (r-1) (c-1) (2-1) (5-1) = 1 x 4 = 4 Table value of Chi. Square = 4 ² 0.05 = 9.48

53 Inference The calculated value of chi square (24.399) is greater than the Table value (9.48). Hence the hypothesis is rejected. There is relationship between income of consumers and brand awareness of consumers in purchasing tea BRAND LOYALTY OF CONSUMERS IN PURCHASING TEA Brand loyalty is the act of consumers consistently purchasing a product or patronizing a company. Companies typically build this loyalty through strong advertising and marketing campaigns that influence consumers as well as high-quality products or services. Marketing is necessary to entice consumers to purchase one company s goods over competing goods. The importance of brand loyalty leads to increased market share, higher profits and better goodwill among consumers. Companies will often go through a series of activities that improve their loyalty among customers..the brand loyalty of the consumers in purchasing tea is presented as follows. Table 5.4 Brand loyalty of consumers in purchasing tea Brand loyalty No. of respondents Percentage 1. Less than 2 years to 4 years to 6 years to 8 years More than 8 years Total Source: Primary data

54 The study reveals that 33.6 percent consumers are loyal towards a particular brand of tea for 6 to 8 years, 29.9 percent consumers are loyal for 4 to 6 years, 18 percent consumers are loyal for more than 8 years, 9.8 percent consumers are loyal for less than 2 years and the remaining 8. percent consumers are loyal for 2 to 4 years.

55 Figure: 5.5 Brand loyalty of consumers in purchasing tea

56 Table 5.48 Age of consumers Vs Brand loyalty of consumers in purchasing tea Brand Loyalty Below 20 years % years Age of consumers ( in years) % years % years % Above 80 years % Total 1. Less than 2 years to 4 years to 6 years to 8 years Above 8 years Total Source: Primary data:

57 Table 5.49 Gender of consumers Vs Brand loyalty of consumers in purchasing tea Span of loyalty Gender Male % Female % Total 1. Less than 2 years to 4 years to 6 years to 8 years Above 8 years Total Source: Primary data:

58 Table 5.50 Education of consumers Vs Brand loyalty of consumers in purchasing tea Education of consumers Brand Loyalty SSLC % Higher secondary % Graduate % Post Graduate % Illiterate % Total 1. Less than 2 years to 4 years to 6 years to 8 years More than 8 years Total Source: Primary data:

59 Table 5.51 Occupation of consumers Vs Brand loyalty of consumers in purchasing tea Brand Loyalty Govt. Employees % Private Employees Occupation of consumers % Professionals % Businessmen % Retired/ Unemployed % Total 1. Less than 2 years to 4 years to 6 years to 8 years More than 8 years Total Source: Primary data:

60 Table: 5.52 Family Income of consumers Vs Brand loyalty of consumers in purchasing tea Family Income per month ( in Rupees) Brand Loyalty Less than % to % to % to % Above % Total 1. Less than 2 years to 4 years to 6 years to 8 years Above 8 years Total Source: Primary data: