Service Quality of Tea Town Kerala' - A Tea Tourism Initiative by Harrisons Malayalam LTD

SERVICE QUALITY OF ‘TEA TOWN
KERALA’ - A TEA TOURISM

INITIATIVE BY HARRISONS
MALAYALAM LTD.
By
CHITHRA A P
(2021-31-003)
MINU MOHAN
(2021-31-023)
MINOR PROJECT PROPOSAL
MBA (AGRIBUSINESS MANAGEMENT)
Faculty of Agriculture
Kerala Agricultural University
College of Co-operation Banking &

Management Vellanikkara, Thrissur -
680656
2022
1
Introduction
A brand exists as a promise a company makes to its consumers. The purpose of branding in
marketing is to establish trust within the consumers and create loyalty, the same implies for
agricultural products as well. This is very much applicable in case of beverages that we
usually consume in our day-to-day life, one such beverage that is prominent in this aspect is
tea. People all over the world have been drinking tea for thousands of years, and for good
reason. Numerous studies have shown that a variety of teas may boost your immune system,
fight off inflammation and even ward off cancer and heart disease. This makes tea the most
consumed drink in the world after water. Pertaining to this fact, there lies a huge competition
in the commercialization of tea in the business world.
Statement of the problem
A wide variety of brands that are similar in performance can make a company to find its
brand in a difficult position in the market place and at the same time it can create uncertainty
among the consumers causing them to switch from one brand to another. Due to which,
various marketing strategies have been brought up by the companies over the years in order
to bring their product into the limelight. In counterpart to this, new innovations like tea
tourism were also introduced. Tea tourism is emerging as a new type of cultural tourism
where people are exposed to the whole production process of tea and providing them with an
aesthetic value, through which they develop an inbuilt need for buying the product. Over the
years the company Harrisons Malayalam Ltd has been producing huge varieties of tea
making them the largest producer of tea in South India. The company has always been a
source of quality teas for all the big names in the tea industry. As part of promoting their
own tea brand Harrisons the company have envisaged a host of activities namely tea
plantation visit, tea factory visit, tea tasting and entertainment activities under the Tea Town
Kerala initiative. By providing these the tourists get the opportunity to avail all information
and experience related to Harrisons tea which in turn creates awareness about the brand
along with increasing its authenticity. This will also act as a means of racing revenue
through sideline business opportunity.
Keeping this in view, the purpose of this study is to identify how the activities proposed
under the initiative called Tea Town Kerala of Harrisons Malayalam Ltd has an influence on
creating consumer brand awareness.
2
Objective of the study
To study the influence of Tea Town Kerala initiative of Harrisons Malayalam Ltd on creating
consumer brand awareness.
Data source and methodology
a) Type of study
The study is analytical in nature and tries to find answers to quires relating to
the influence of recent Tea Tourism Initiative (Tea Town Kerala) of Harrisons
Malayalam Ltd in influencing consumer awareness.
b) Data source
The study shall be conducted using primary and secondary data.
c) Sampling Design
i. Selection of organization
Harrisons Malayalam Ltd is an agribusiness organization under RPG group
selected to fulfill the requirement of academic regulation for minor project.
ii. Selection of location
Harrisons Malayalam Ltd tea plantations Surianalle Munnar.
iii. Selection of respondents

The study will be conducted among 60 respondents from the area of
study. We are adopting convenient sampling method of non- probability
sampling.
Method of data collection

a) Primary data
Data will be collected using structured questionnaire. The responses will be
plotted on a 5-point Likert scale and scores from 5 to 1 will be assigned to responses
categorized as strongly agree, agree, neutral, disagree, strongly disagree respectively.
b) Secondary data
The required data will be collected from the organization at the stipulated time
period.
3
Variable selected for the study
a) Perception towards accommodation

b) Perception towards tea plantation visit
c) Perception towards tea factory tour
d) Perception towards tea tasting
e) Perception towards entertainment activities
f) Price
g) Buying intention
h) Brand awareness
Period of survey
The period of survey will be July 2022
Statistical tools proposed for the study
The collected data will be analyzed using descriptive statistical tools such as Indices,
Ranking method and Percentages and inferential statistical tools such as multiple regression.
Evaluation scales
Index Brand Awareness

More than 5 Extremely aware
4-5 Very aware
3-4 Moderately aware
2-3 Slightly aware
Less than 2 Not at all aware
The study proposes to use the following evaluation scale to interpret the results and to
draw conclusion
Operational definitions
a) Consumers: Consumer is an individual or family who purchases and consumes

the services under the Tea Town Kerala initiative.
b) Tea factory visit: The process of providing the customers insight into the various
production process of different variants of tea under the brand name Harrisons.
c) Tea plantation visit: The process of providing the customers the chance to visit the
4
plantations of Harrisons Malayalam Ltd.
d) Tea tasting: The process of providing tea to the customers at the tea factory and
providing them a chance for tasting the tea of Harrisons
e) Entertainment: This includes activities provided under the Tea Town Kerala which
includes mainly hiking, zipline, kayaking and camping.
Scope of the study
This study will provide an insight about the influence level of activities envisaged
under the Tea Town Kerala initiative of Harrisons Malayalam Ltd. The significance of the
study is to benefit the company in identifying the influence of Tea Town Kerala in creating
awareness about the brand among the consumers and thus leading them to buy the product.
Limitations of the study

There exist time constraints.
Chapterisation
Chapter 1: Design of the study
Chapter 2: Review of literature

Chapter 3: Harrisons Malayalam Ltd – a profile
Chapter 4: Tea Tourism as a tool for brand awareness– A Theoretical frame work
Chapter 5: Influence of Tea Town Kerala of Harrisons Malayalam Ltd in brand

awareness.
Chapter 6: Summary of findings, conclusion and suggestions
References
 Harrisons Malayalam Ltd. 1984?. Harrisons Malayalam Ltd home page [on-line]. Available:
https://harrisonsmalayalam.com. [23 June 2022].

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SERVICE QUALITY OF ‘TEA TOWN

KERALA’ - A TEA TOURISM

MINOR PROJECT PROPOSAL

MBA (AGRIBUSINESS MANAGEMENT)

Kerala Agricultural University

College of Co-operation Banking &

Statement of the problem

iii. Selection of respondents

Method of data collection

a) Perception towards accommodation

The period of survey will be July 2022

Statistical tools proposed for the study

Index Brand Awareness

a) Consumers: Consumer is an individual or family who purchases and consumes

Limitations of the study

Chapter 1: Design of the study

Chapter 2: Review of literature

Chapter 5: Influence of Tea Town Kerala of Harrisons Malayalam Ltd in brand

Chapter 6: Summary of findings, conclusion and suggestions

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