Description
A consumer is a person or group of people who are the final users of products and or services generated within a social system. A consumer may be a person or group, such as a household. The concept of a consumer may vary significantly by context, although a common definition is an individual who buys products or services for personal use and not for manufacture or resale.
PREFERENCE FOR TEA AMONG CONSUMERS AND RETAILERS
FM - 216
THE TOPIC
• PREFERENCE - USED IN SOCIAL SCIENCES - “CHOICE” BETWEEN ALTERNATIVES - RANK ORDERING OF ALTERNATIVES • REASONS TO CHOOSE THE TOPIC - VAST TEA MARKET IN INDIA - LARGE NUMBER OF COMPETITORS
COMPANY PROFILE EVEREADY INDUSTRIES INDIA LIMITED
• ESTABLISHED IN 1905
• SUPERIOR PRODUCT QUALITY AND WORLD – CLASS PERFORMANCE
• No. 1 BRAND OF BATTERIES AND TORCHES
• TAGLINE – „GIVE ME RED? – PROMISES EMPOWERMENT TO YOUNG CONSUMERS
• PRODUCTS i) DRY CELL BATTERIES ii) FLASHLIGHTS iii) PACKET TEA iv) MOSQUITO REPELLENT
PRODUCT PROFILE
• A BEVERAGE
• PACKET TEA – „GREENDALE?
• TWO KINDS – i) DUST ii) LEAF • 4 VARIANTS – i) TEZ ii) PREMIUM GOLD iii) JAAGO iv) CLASSIC
OBJECTIVES
• TO DETERMINE THE PREFERRED BRAND OF TEA CONSUMERS AND RETAILERS • TO DETERMINE THE FACTORS THAT INFLUENCE THE PREFERENCES
• TO ANALYSE THE FACTORS AND FIND OUT THE MOST IMPORTANT FACTOR
METHODOLOGY
• DISCRIPTIVE STUDY • SAMPLE SIZE – i) CONSUMERS – 100 ii) RETAILERS – 30 • POPULATION i) CONSUMERS – INFINITE ii) RETAILERS – FINITE • SAMPLING TECHNIQUE – i) CONVENIENT SAMPLING ii) RANDOM SAMPLING
DATA COLLECTION TOOL
• TOOLS – i) PRIMARY DATA ii) SECONDARY DATA • PRIMARY DATA COLLECTION TOOL - QUESTIONNAIRE - FOR CONSUMERS AND RETAILERS - CONSUMER – 20 QUESTIONS - RETAILERS – 23 QUESTIONS
• SECONDARY DATA COLLECTION TOOLS - COMPANY REPORTS - INTERNET
LIMITATIONS
• TIME CONSTRAINT • COST CONSTRAINT • RELUCTANCE OF RESPONDENTS • RETAILERS – TIME CONSUMING
ANALYSIS
• CONSUMERS
AGE
AGE (in years)
0-20 21-40 41-60
KIND OF TEA
No: of respondents Kind of tea
2 39 47
leaf 13 powder 87
No: of respondents
61-80 Total
12 100
Total 100
CONTD….
TYPE OF TEA
BRAND PREFERRED
Type of tea
No: of respondents
Brand preferred to buy Kannan Devan
No: of respondents 50 22 24 4 100
packet
99
AVT Brooke Bond
loose
1 Others
Total
100
Total
CONTD……..
PLACE
PRICE
No: of respondents
21
Place you buy tea from
discount stores shopping malls neighbourhood retail stores Market Total
No: of respondents
24 50
Price
Never
Sometimes 25 1 100 Always
34
45
Total
100
CONTD……..
QUALITY
No: of respondents
3 5 92 100
BRAND NAME
No: of respondents
8 49 43 100
Quality
never sometimes always Total
Brand Name
never sometimes always Total
CONTD……..
ADVERTISEMENTS OFFERS
Advertisements
never
No: of respondents
60
Offers
No: of respondents
never
61
sometimes
36
sometimes
30
always
4
always
9
Total
100
Total
100
CONTD…..
• RETAILERS TYPE OF TEA SOLD
No. of respondents
TYPE OF SHOP
Type of shop
Type of tea you sell
packet
No. of respondents
17 8 5
retail wholesale retail and wholesale Total
16 3
loose
11 30
packet and loose
Total
30
CONTD…..
BRAND PREFERRED
INFLUENCING FACTORS
Preferred brand Kannan Devan
No. of respondents
Percent
Factors influencing brand name
No. of respondents 2
Percent 6.67
25
83.33
quality
avt Brooke bond 4 13.33 demand for the product profitability Total 30 100 Total
6
15 7 30
20
50 23.33 100
1
3.33
FINDINGS
• CONSUMERS – KANNAN DEVAN
• FACTORS – i) PRICE ii) QUALITY iii) BRAND NAME iv) ADVERTISEMENTS v) OFFERS
• IMPORTANT FACTOR – QUALITY • LEAST CONSIDERED FACTOR – OFFERS
CONTD….
• RETAILERS – KANNAN DEVAN
• FACTORS – i) BRAND NAME ii) QUALITY iii) DEMAND FOR THE BRAND iv) PROFITABILITY
• IMPORTANT FACTOR – DEMAND FOR THE BRAND • LEAST CONSIDERED FACTOR – BRAND NAME
SUGGESTIONS
CONSUMERS • QUALITY MORE IMPORTANT • INFLUENCE OF ADVERTISEMENTS AND OFFERS – LOW • POLY-POUCH – LOW PRICED • EASY REACH • PLACING THE PRODUCT – SHOPPING MALLS RETAILERS • TRADE PROMOTION OFFERS – CASH DISCOUNTS
CONCLUSION
THERE IS A VAST MARKET FOR TEA INDIA AND THERE ARE A LARGE NUMBER OF COMPANIES CATERING TO THIS MARKET. OVERALL KANNAN DEVAN TEA IS THE MARKET LEADER IN ERNAKULAM. OTHER ESTABLISHED COMPETITORS HAVE TO DO MUCH MORE IN TERMS OF MARKETING STRATEGIES AND QUALITY TO BRIDGE THE GAP BETWEEN THEM AND THE MARKET LEADER.
doc_711591277.ppt
A consumer is a person or group of people who are the final users of products and or services generated within a social system. A consumer may be a person or group, such as a household. The concept of a consumer may vary significantly by context, although a common definition is an individual who buys products or services for personal use and not for manufacture or resale.
PREFERENCE FOR TEA AMONG CONSUMERS AND RETAILERS
FM - 216
THE TOPIC
• PREFERENCE - USED IN SOCIAL SCIENCES - “CHOICE” BETWEEN ALTERNATIVES - RANK ORDERING OF ALTERNATIVES • REASONS TO CHOOSE THE TOPIC - VAST TEA MARKET IN INDIA - LARGE NUMBER OF COMPETITORS
COMPANY PROFILE EVEREADY INDUSTRIES INDIA LIMITED
• ESTABLISHED IN 1905
• SUPERIOR PRODUCT QUALITY AND WORLD – CLASS PERFORMANCE
• No. 1 BRAND OF BATTERIES AND TORCHES
• TAGLINE – „GIVE ME RED? – PROMISES EMPOWERMENT TO YOUNG CONSUMERS
• PRODUCTS i) DRY CELL BATTERIES ii) FLASHLIGHTS iii) PACKET TEA iv) MOSQUITO REPELLENT
PRODUCT PROFILE
• A BEVERAGE
• PACKET TEA – „GREENDALE?
• TWO KINDS – i) DUST ii) LEAF • 4 VARIANTS – i) TEZ ii) PREMIUM GOLD iii) JAAGO iv) CLASSIC
OBJECTIVES
• TO DETERMINE THE PREFERRED BRAND OF TEA CONSUMERS AND RETAILERS • TO DETERMINE THE FACTORS THAT INFLUENCE THE PREFERENCES
• TO ANALYSE THE FACTORS AND FIND OUT THE MOST IMPORTANT FACTOR
METHODOLOGY
• DISCRIPTIVE STUDY • SAMPLE SIZE – i) CONSUMERS – 100 ii) RETAILERS – 30 • POPULATION i) CONSUMERS – INFINITE ii) RETAILERS – FINITE • SAMPLING TECHNIQUE – i) CONVENIENT SAMPLING ii) RANDOM SAMPLING
DATA COLLECTION TOOL
• TOOLS – i) PRIMARY DATA ii) SECONDARY DATA • PRIMARY DATA COLLECTION TOOL - QUESTIONNAIRE - FOR CONSUMERS AND RETAILERS - CONSUMER – 20 QUESTIONS - RETAILERS – 23 QUESTIONS
• SECONDARY DATA COLLECTION TOOLS - COMPANY REPORTS - INTERNET
LIMITATIONS
• TIME CONSTRAINT • COST CONSTRAINT • RELUCTANCE OF RESPONDENTS • RETAILERS – TIME CONSUMING
ANALYSIS
• CONSUMERS
AGE
AGE (in years)
0-20 21-40 41-60
KIND OF TEA
No: of respondents Kind of tea
2 39 47
leaf 13 powder 87
No: of respondents
61-80 Total
12 100
Total 100
CONTD….
TYPE OF TEA
BRAND PREFERRED
Type of tea
No: of respondents
Brand preferred to buy Kannan Devan
No: of respondents 50 22 24 4 100
packet
99
AVT Brooke Bond
loose
1 Others
Total
100
Total
CONTD……..
PLACE
PRICE
No: of respondents
21
Place you buy tea from
discount stores shopping malls neighbourhood retail stores Market Total
No: of respondents
24 50
Price
Never
Sometimes 25 1 100 Always
34
45
Total
100
CONTD……..
QUALITY
No: of respondents
3 5 92 100
BRAND NAME
No: of respondents
8 49 43 100
Quality
never sometimes always Total
Brand Name
never sometimes always Total
CONTD……..
ADVERTISEMENTS OFFERS
Advertisements
never
No: of respondents
60
Offers
No: of respondents
never
61
sometimes
36
sometimes
30
always
4
always
9
Total
100
Total
100
CONTD…..
• RETAILERS TYPE OF TEA SOLD
No. of respondents
TYPE OF SHOP
Type of shop
Type of tea you sell
packet
No. of respondents
17 8 5
retail wholesale retail and wholesale Total
16 3
loose
11 30
packet and loose
Total
30
CONTD…..
BRAND PREFERRED
INFLUENCING FACTORS
Preferred brand Kannan Devan
No. of respondents
Percent
Factors influencing brand name
No. of respondents 2
Percent 6.67
25
83.33
quality
avt Brooke bond 4 13.33 demand for the product profitability Total 30 100 Total
6
15 7 30
20
50 23.33 100
1
3.33
FINDINGS
• CONSUMERS – KANNAN DEVAN
• FACTORS – i) PRICE ii) QUALITY iii) BRAND NAME iv) ADVERTISEMENTS v) OFFERS
• IMPORTANT FACTOR – QUALITY • LEAST CONSIDERED FACTOR – OFFERS
CONTD….
• RETAILERS – KANNAN DEVAN
• FACTORS – i) BRAND NAME ii) QUALITY iii) DEMAND FOR THE BRAND iv) PROFITABILITY
• IMPORTANT FACTOR – DEMAND FOR THE BRAND • LEAST CONSIDERED FACTOR – BRAND NAME
SUGGESTIONS
CONSUMERS • QUALITY MORE IMPORTANT • INFLUENCE OF ADVERTISEMENTS AND OFFERS – LOW • POLY-POUCH – LOW PRICED • EASY REACH • PLACING THE PRODUCT – SHOPPING MALLS RETAILERS • TRADE PROMOTION OFFERS – CASH DISCOUNTS
CONCLUSION
THERE IS A VAST MARKET FOR TEA INDIA AND THERE ARE A LARGE NUMBER OF COMPANIES CATERING TO THIS MARKET. OVERALL KANNAN DEVAN TEA IS THE MARKET LEADER IN ERNAKULAM. OTHER ESTABLISHED COMPETITORS HAVE TO DO MUCH MORE IN TERMS OF MARKETING STRATEGIES AND QUALITY TO BRIDGE THE GAP BETWEEN THEM AND THE MARKET LEADER.
doc_711591277.ppt