Introduction 1.1. History Tea is an aromatic stimulant, containing various polyphenols, essential oils, and caffeine.

The beverage is of the same genus as the important horticultural plant, Camellia, an evergreen prized for its particularly beautiful flowers. The tea plant itself is Camellia sinensis, a native of Southeast Asia. The tea brewed from the dried leaves of this plant has been drunk in China probably for thousands of years and certainly since the 10th century BC, from which time written records of its use survive. After the introduction of tea in 1657, Britain became the only European country of tea drinkers rather than coffee drinkers. In recent years, however, coffee has gained in popularity, challenging tea's status. Tea was introduced into North America by early settlers but was heavily taxed by the British, eventually resulting in the well-known Boston Tea Party of 1773. Tea is drunk by about half of the world's population. China, India, Indonesia, Sri Lanka, and Japan are the main producers. Leaf buds and young leaves (the 'tips') are used in making tea, the age of the leaves determining the taste and name of the particular commercial variety. Orange pekoe is made from the youngest leaves and souchong from the fourth leaves. After picking, the leaves either are dried immediately and completely to produce green teas, such as gunpowder, or are partially dried and then allowed to ferment to produce various kinds of black teas, such as orange pekoe and souchong. Oolong tea is partially fired and then steamed, thus being intermediate between green and black teas. After being sorted on the basis of size, all grades of tea are packed in foil-lined chests to prevent the absorption of odors or the loss of aroma during shipment. Tea is sometimes allowed to absorb the scent from various flowers; jasmine and mango are particular favourites. 1.2. Current scenario of the Indian Tea Sector At present, tea is grown in more than 50 countries around the world. Countries in Asia and Africa are the major tea growers and to a very small extent the crop is cultivated in Europe,

South America and Australia. Among the tea producing countries of the world, China has the largest area under the crop (1.26 million hectares orphan), followed by India (0.52 mha), and Sri Lanka (0.19 million ha). India is the largest producer of tea in the world accounting for almost 27% of the global production. In India, tea is primarily grown in Assam, West Bengal, Tamil Nadu and Kerala. Tea is also grown on a small scale in a few other states viz., Tripura, Karnataka, Himachal Pradesh, Uttaranchal, Sikkim, Bihar, Manipur, Orissa, Nagaland and Arunachal Pradesh. Tea is a plantation crop with high degree of labour-intensity. The sub-tropical climate of North-eastern and parts of Southern India is favorable to the cultivation of many plantation crops, such as tea and coffee. Tea is basically a rain-fed crop, and is usually grown in areas where annual rainfall varies from 1,150-6,000 mm. Humidity conditions also have an impact on tea production and yield, with relative humidity (RH) of 80-90% being considered favorable during the growth period of tea plants. However, productions adversely impacted with RH of below 50%. The tea-plant is initially trained into a small bush by centering low within a few months of planting, by removing the central leader stem in order to encourage development of lateral branches. The lateral branches are cut toad convenient height of 40 to 50 cm and the growth above this is periodically cut. Thus small, compact bushes formed. New shoots are allowed to grow unhampered and these shoots are tipped, leaving a growth of 20-30 centimeters (cm) above the pruning cut, depending on that kind of plant. The crop is then harvested at regular intervals. India is the largest producer of tea in the world with annual production of over 900 million kgs, representing over 28% of the world production of 3.2 billion kgs. The Indian Tea Industry was in recession for the last few years due to high level of taxes, very high social cost, low labour productivity, no commensurate change in wages to changes in productivity or realizations and unavailability of adequate funds for replanting and rejuvenation of old tea bushes. During the last few years, exports from India have been languishing owing to the low international prices particularly for tea imported from Africa and Vietnam. This also resulted in cheap imports into India for re-exports thus impacting domestic prices. However, after seven years of recession, the Indian Tea Association (ITA) hopes to regain the growth momentum, which it enjoyed in the mid-nineties.

1.3. Recent Developments in the Tea Industry: Tea has been the most common drink in the rural India due to its affordability and healthiness. The Tea Board is taking various health awareness programs to push the demand. We expect the robust demand from the rural market to continue. Tea suffers from staid and non-contemporary image. In order to counter the non-contemporary image of tea consumption in India, the Tea Board and Ministry of Commerce has launched promotion campaigns for communicating tea as a healthy and lifestyle beverage and making it more appealing and contemporary. These campaigns have been targeting customers from various age groups. Recently, Cabinet Committee on Economic Affairs (CCEA) gave the go-ahead to set up a Special Purpose Tea Fund (SPTF) under the Tea Board to fund re-plantation and rejuvenation activities aimed at improving the age profile of tea plantations. This is going to benefit the companies having finance constrains but potential to improve. The CCEA also gave its approval for providing budgetary support towards outstanding statutory due Salary/wages in respect of defaulting CPSEs under the department of heavy industry. The move expected to motivate employees for better output and prepare them to achieve the goal of revival companies. The Tea Industry both in Assam and West Bengal have discussed with the Trade Unions for the Implementation of productivity inked wage rates for the tea workers with a view o partially regain the Industry's competitiveness in the global market. With the implementation of the above policy the operating margins for the companies in the industry is expected to improve. The recent developments in the industry give an early signal for the revival of Industry, but the effect of all will be gradual. 1.4. Promotion of Tea as a Health Drink Because of low growth in domestic consumption in major producing countries, and the higher prevalence of coffee consumption in some major tea importing countries such as US, the tea industry has increasingly focused on promoting tea as a `health drink'. As per the researches , it has been determined that the different types help in different types of ailments. Few of them are cured to some extent. Few of them are mentioned:-

Heart disease Cancer Liver disease Decaffeinated tea act as Herbal teas 1.5. Extent of Competition Competitive intensity in the Indian tea industry is high because of the high number of players. However, while around 5,000 big growers have an annual output of 800-825 mkgs, the estimated 0.12 million small growers have an annual output of only around 100-125 mkgs. In India, smallholders coexist with large corporate holdings and medium proprietary gardens in the North and South of India. Traditionally small growers were concentrated in South India with some distribution in Himachal Pradesh and the Kumaon region of Uttaranchal. However, buoyant tea prices in the mid-1990s encouraged an expansion in both the North and the South of India, either through conversion from other crops or plantings in new areas. The branded tea sector in India has two major players. Hindustan Lever Ltd. (HLL) leads this segment with a market share of followed by Tata Tea. Unilever/HLL owns Lipton Yellow Label (the world's most popular tea brand). Lipton Ice Tea (the world's most popular ready-to-drink tea brand), Brisk (number one selling ready-to-drink tea brand in the US). Tata Tea owns Tetley (second biggest tea bag brand worldwide; brand leader in the UK and Canada; well-established major brand in the US and Australia). Duncans Tea is the number three players in the branded tea market and Goodricke. There are also some well-known regional players like the Jivaraj and Wagh Bakri. Some of the small regional brands, which pose a major threat to the majors, are Lasa, Isaphani, Manmouji, Sugnadh, Marvel, Mohani, Tulsi, Mansook etc. Some of the companies like HLL are introducing new products that target the health conscious consumers. With the entry of new players and brands in the market combined with the stepping in of foreign brands like Dilmah into the sector, the sector is expected to moderate growth at 5-6% per annum and healthy competition in the near future. 1.6 Major Brands in Indian Tea Industry Unilever:

Brooke Bond:1. Red label 2. Taj Mahal

Lipton:1. Yellow Label 2. Green Label.

Tata Tea 1. Tata Tea (Gold) 2. Taaza 3. Tetley 4. Duncun 1. Double Diamond Goodrike 1.7 Tea Tasting Like any other industrial product, tea is also assessed for its quality and value. The tea maker in the factory to ensure of the quality of the product and to prevent defects if any is doing this in the first instance. The made tea of an estate, is also tested by the commercial tasters (generally known as broker) for determining the quality and its value. The term taste is used here in its general sense and includes aroma. Tea tasting is aimed at describing and evaluating teas in the form of individual grades or as blended product. The description and evaluation include the appearance of the dry tea, of the infused leaf and of the infusion obtained by brewing the tea with boiling water, the taste characteristics of the infusion, commonly called the liquor, etc. During tasting the various characteristics that make up a tea liquor viz. briskness, strength, colour, body, quality and aroma or flavour, are assessed individually. In assessing the characteristics of a tea the taster first examines the dry tea for colours, uniformity, twist, tip and aroma and then passes on to the infused leaf. Ideally, this should be of a bright copper colour and substantially devoid of the green tinge of unchanged Agni.

chlorophyll. From the colour and evenness of the infused leaf the taster forms his opinion about the quality of the fermentation. The brightness of the infused leaf is correlated with brightness of liquor and both are indicative of briskness. 1.8 MARKETING: The process of growing and manufacturing tea and its subsequent marketing involves complexities and distinguishing factors not associated with any other commodities. Options are limited in the business of tea at every stage and this in turn brings some of the constraints necessitating careful attention. Tea is a perennial crop. Newly planted tea bushes require at least three years to attain maturity and start yielding green leaves for manufacture of made tea. The life of the tea bush is more than 100 years and the economic age of tea bush is also around 100 years although it depends upon the type of tea plant, climatic condition and the care received from the planters during the life time. Therefore tea grower cannot turn to crop rotation when the prices are weak nor can he increase output in a short time to take advantage of higher ruling prices. Tea is also a perishable goods and cannot be stored for indefinite period without affecting the quality. So decision of the tea growers to regulate the marketing of tea within six to eight months from the date of manufacture to fetch maximum price is an important one. Although tea can be stored with proper arrangements for a period of six to eight months, the general intention of tea growers is to market their teas within four to six weeks from the time of its manufacture in order to recoup the liability towards cost involved in the tea field, estate factory or in trading factory. Only financially sound tea producer/manufacturer is perhaps able to take risk of delayed marketing of their produce and can avail any possible opportunity arising out of upward price movement in the tea market. There are two well defined stages in the marketing of any product including tea. These are Primary and Secondary. In the primary marketing teas grown in the tea estates reaches to the traders of either domestic or of importing countries. In the secondary stages of marketing teas from the traders reaches to consumers of either domestic or overseas.

1.9 GOVERNMENT POLICIES

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Regulation on Production, Marketing and Distribution The tea industry in India is highly regulated. Under the Tea Act, 1953, the Tea Board has been constituted by the Government of India (GoI) to regulate the production and extent of cultivation of tea; improve the quality of tea; promote cooperative efforts among growers and manufacturers of tea; secure better working conditions and the provisions and improvement of amenities and incentives for workers; etc. Permission has to be obtained from the Tea Board for planting of tea on any land not planted with tea; replacement of tea area by planting tea on area not planted with tea. The Tea Board also regulates and controls the total area of land under cultivation. The Tea (Marketing) Control Order, 2003 regulates tea sales and stipulates that a defined percentage of tea produced from each garden be sold through the auction system. The Tea (Distribution and Export) Control Order, 2005 provides that no distributor shall carry on the business of distributing imported tea and no exporter shall export tea or export imported tea except under a business licence obtained in accordance with the provisions of the Order. In order to ensure the supply of genuine Darjeeling tea and check labeling of other teas as Darjeeling Teas, the Government has incorporated a compulsory system of certifying the authenticity of exported Darjeeling tea into the Tea Act. This system makes it compulsory for all the dealers in Darjeeling tea to enter into a licence agreement with the Tea Board of India on payment of an annual licence fee. The terms and conditions of the agreement provide, inter alia, that the licensees must furnish information relating to the production and manufacture of Darjeeling tea and its sale, through auction or otherwise. The Tea Board is thus able to compute and compile the total volume of Darjeeling tea produced and sold in the given period. No blending with teas of other origin is permitted. The customs authorities in India have instructed, by circular, all customs checkpoints to check for the certificates of origin accompanying the Darjeeling tea consignments and not to allow the export of any tea as Darjeeling without this certificate. This ensures the sale-chain integrity of Darjeeling tea until consignments leave the country.

1.10. Need of the study

The purpose of the research is to analyze the consumption pattern of hot tea among the tea consumers. In the study consumption pattern is analyzed and which varies according to age, sex and in general, we can say that consumption pattern on gender basis. Female shows upward trend towards consuming hot tea as to their counter part male. To check the satisfaction level of consumer with their changing trends of consuming tea. The study also states that the consumer preference towards the branded and unbranded tea. In the study the retailers testimonials also effects during the consumer buying decision in Tea.

1.11. Objectives:1. To study the consumer habits regarding consumption of tea. 2. To study the consumer buying behavior regarding un-branded and branded tea. 3. To study the impact of Retailer on consumer tea buying decision.

Chapter- 2 Review of literature

Wazlawik et al (2008), has studied that the study investigated the effects of the consumption of green tea (GT) for 7 d on biomarkers of oxidative stress in young men undergoing resistance exercise. In the control group, exercise did not affect the values of LH, thiobarbituric acidreactive substances, and FRAP, although it did reduce the levels of GSH (P < 0.05). In addition, exercise increased CK, AST, and XO activities, although it did not change the values for hypoxanthine or UA. Green tea reduced the postexercise concentration of LH and increased the values of total polyphenols, GSH, and FRAP. GT also inhibited a significant rise in CK and XO activities induced by exercise. Furthermore, GT decreased the AST activity and hypoxanthine and UA concentrations before and after exercise. The assessment of food consumption revealed that the participants had an unbalanced diet, particularly in relation to vitamin E and carotenoids. Consumption of GT, a beverage rich in polyphenols, may offer protection against the oxidative damage caused by exercise, and dietary guidance for sports participants should be emphasized. Sarins & barrows (2006), conducted research study was on an examination of current food and beverages trends in India and an assessment of potential products. Implication for managers, this paper provides an overview of Indian business environment, the Indian consumer and the factors affect in drinking change. Further, this paper examines food and beverages trends on India and identifies the premium food and beverage product. Finally, it evaluates the potential for future demand for luxury food and beverages products in the food service environment and make recommendation for felicitating growth in this area.

Jolliffe (2006), studied on tea relates to hospitality in both the home and commercial contexts. Tea, when taken out of the home situation, represents a service product with a resultant revenue stream that has the potential to be more than a cuppa. The main finding of the project is Identifies from a practitioner viewpoint the possibilities for using tea to increase profits within the hospitality business.

Aroyeun & Olubamiwa (2005), studied on tea and herb teas are popular beverages with potential health benefits. This study evaluates the potential for the development of wine using infused tea leaves as a raw material. The taste of the wines produced from tea leaves and the aroma compared favourably with other commercially known tropical fruit wines used in the assessment, although there is need for further work on the improvement of the colour of the tea wines. Rastogi (2005), conducted his research study on a study of consumption pattern for tea with regard to income. The study tells that there is a strong relation of tea consumption pattern with the income. Low-income and rural consumers drink less tea. There are more likely to buy tea in loose forms and are more willing to substitute tea with others drinks. In recent years, overall tea consumption by this group has declined, and there has been shift to cheaper brands. Maheshwari (2005), conducted her research was on the study of drinking habit of tea on eastern region. This research provided an insight of culture and drinking habits of eastern people. Tea is a cultural symbol in this part. These people use different method and variety for tea drinking. Chander (2005), Studied the antioxidants and lipid lowering activities of Indian black tea. Indian black tea, CTC, Leaf and dust produced by Tata Tea Ltd., Kolkata ,(India), was studied in virtue as potential scavenger of oxygen free radicals. Feeding with black tea in normal rats for sixty days increased their antioxidants activities and their lever microsomes were shown to be protected against per oxidation of lipid as stimulated by metal ions with enzymic or non enzymic reactants. The antioxidants and lipid lowering activities of both extracts from CTC leaf and dust tea was comparable and may be due to the presence of natural products like catechin and others. Sharma (2003), did his research on the impact of tea drinking on the health. It was the secondary research & the finding of the research was that all though there are several myth associated with the tea drinking related to gastric problems & heart disease also but

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drinking has also some benefits related to health like tea drinking is good for heart disease prevent cancer and keep body active and energetic.

ocused on caffeine. This report deals with caffeine its chemical identity and dietary sources, its intake by individuals in the United States and its known biological effects.

CHAPTER-3
RESEARCH METHODOLOGY
A successful completion of any project and getting genuine results from that depends upon the method used by the researcher. The plan or the methodology for this study is laid upon the following basis: 1. Research design 2. Sources of data collection 3. Research approach 4. Research instruments 5. Sampling plan i. Framework of the population ii. Sampling procedure iii. Universe iv. Population v. Sampling unit vi. Sampling size 6. Contact method 3.1 Research Design

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A research design is an arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. It constitutes the blueprint for collection, measurement and analysis of data. The research design for my research is exploratory, as I will be exploring the consumption pattern of hot tea with special reference to branded vs. unbranded tea in Chandigarh city. 3.2 Data sources The task of data collection begins after a research problem had been defined and a research design had been chalked out. While deciding about the method of data collection, the researcher should keep in mind two types of data viz., primary and secondary. The primary data are those, which are collected a fresh and for the first time and thus happen to be original in character. The secondary data are those that have already been collected by someone else and which have already been passed through the statistical process. The methods of collecting primary data are to be originally collected, while in case of secondary data the nature of data collection work is merely that of compilation. This research mainly involved the primary sources of collecting the data with emphasis given to the secondary data wherever it was required. For primary data collection I adopted the structured schedule, which was filled by hundred respondents who were consuming tea. The secondary data of my research has been collected through newspapers, magazine related to branding, some web sites, journals and some previous researches. 3.3 Research approach The approaches mainly opted by the researcher to get the results include behavioral, survey, focus group, observational approaches etc. For conducting this research the approach used was Survey approach (interview of the people).

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3.4 Research instruments The primary data was obtained during the course of doing research in a systematic manner with the help of schedule and interviewing people. Schedule: The schedule used by me for the purpose of data collection was of structured type (Non-disguised). The schedule was designed keeping in mind the research problem, which included the closed and open ended questions. 3.5 Sampling plan Framework of the population: Respondents of this survey had been the residents of Chandigarh city and Retailers of Departmental store. Sampling technique: In this research study, nonprobability convenience sampling is opted for. Convenience sampling is done purely on the basis of convenience or accessibility. Sampling unit: Single individual who is consuming tea, retailer who is dealing in tea and resident of Chandigarh. Sample size: A sample size of 100 respondents was taken for conducting this research and 25 Retailers. Universe: It refers to all the eligible respondents of a particular research around the world. The universe for my research is the consumers and traders in Chandigarh. Population: It refers to part of universe from which the sample for conducting the research is selected. Universe & population can be same in some researches. The population for my research is the consumers and traders of tea in the Chandigarh city. 3.6 Contact method Each and every respondent was surveyed directly by meeting them personally and interviewing them. This was done so that the actual behavioral and psychological responses could be achieved. Moreover, the person feels free to respond when given a chance to express his thoughts openly. 13

3.7 Statistical tools Classification and Tabulation transforms the raw data collected through schedules and personal interviews into useful information by organizing and compiling the bits of data contained in each of the 100 schedules of tea consumer and 25 Retailers(Dealing in Tea) i.e., observations and responses are converted into understandable and orderly statistics for further analysis and interpretation. Following applications of statistics are used to organize and analyze the data: Simple tabulation of data using tally marks. Calculating the percentage of the responses. Formula used: Percentage= (Number of responses/Total responses)*100

Graphical analysis by means of bar graphs etc.

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Chapter 4 4.1. Data Analysis and Interpretation of consumer

Table No.: 4.1.1: Consumption of Tea
Options Yes No Respondents 45 5

Graph No.: 4.1.1. Consumption of Tea. Analysis: The Graph No. 4.1.1 shows that all the 50 respondents consume tea and there is no such respondent who do not consume tea. Interpretation: From the above table we can interpret that the whole of community consume tea either occasionally or regularly. Thus it is the well accepted beverage in the society. Tea is the kind of beverage which every body can get every where. There are Tea kiosks which are available in every street.

Table No.: 4.1.1.1: Span of consuming Tea 15

Class Intervals 05 610 1120 21-40 > 41

Respondents 5 5 15 22 3

Span of consuming Tea

22; 44.00% 3; 6.00% 5; 10.00%

0--5 6--10 11--20 21-40 > 41

15; 30.00%

5; 10.00%

Graph No.: 4.1.1.1. Span of consuming Tea Analysis: The Graph No.4.1.1.1. show that the 22 respondents are consuming tea from the last 21-40 yrs, where as 15 respondents are taking tea from the last 11-20 yrs. than 40 yrs. Interpretation: From the above figure, as we can see that the majority of the people are consuming tea from the last 30 or 40 yrs. Therefore they become habitual of tea. The main scope which we can find out that the people would consume tea in the long run. 20 Respondents are taking below 10 yrs. Rest of the respondents are consuming tea from more

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Table No.: 4.1.2.: People preference towards the Tea and Coffee

First Preference Tea 37

First Preference Coffee 13

Graph No.: 4.1.2. People preference towards the Tea and Coffee Analysis: The Graph No.4.1.2 shows that the 38 Respondents prefer Tea to Coffee and 12 Respondents prefer Coffee to Tea. Interpretation: We can say that the first preference of consumer is still the Tea rather than the Coffee. Tea is the kind of beverage which every body can get everywhere. Availability of product makes the impact on choice of consumer. In research I found that the people are loyal towards the tea even some are consuming tea for the long.

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Table No.: 4.1.3. Different kind/variety of Tea consumed by consumer.

Options CTC Leaf Tea Both Branded 30 2 6 Unbranded 4 0 1 Both 7 0 0

Different varieties of Tea 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 3 2 0 1 0 7 30 4 Both Leaf Tea CTC

Graph No.: 4.1.3. Different kind/variety of Tea consumed by consumer. Analysis: The Graph No.4.1.3 shows that 76% of the people prefer branded tea and 10% prefer unbranded tea whereas 14% prefer both of the branded as well as unbranded tea. Figure shows that Out of 76 respondents, 78.9473% people consume Branded CTC, 5.2671% consume Branded Leaf Tea and 15.7894% consume both branded CTC and Leaf Tea. In case of unbranded Tea, Out of 10 respondents, 80% consume CTC and 20% Both CTC & leaf tea. Out of 14 respondents 100% consuming branded & unbranded tea. Interpretation: In this we can conclude that from branded tea, Day by day people are becoming brand conscious regarding any product. Thus majority of the people now a day are opting for the branded tea. we can say that from branded tea, maximum community consuming CTC instead of leaf tea or both. The major brands in CTC are Tata Tea, Brook Bond, Lipton and many others. In this the scope of Branded CTC is bright for new entrants in the market. One more thing the companies can do for the promotion of leaf tea is to present as a health tea and status symbol.

R es p o ns es

Branded

Unbranded

Both

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Table No.: 4.1.4. Brand preferences of people

Brands Taj Mahal Yellow label Red label Tata tea Tetley Taaza Marvel Green Label Any Other Respondents 22 4 20 26 7 4 1 3 3

Choice Of Brand
3; 3.33% 3; 3.33% 1; 1.11% 20; 22.22% 4; 4.44% 7; 7.78% 26; 28.89%

22; 24.44% 4; 4.44%

Taj Mahal Yellow label Red label Tata tea Tetley Taaza Marvel Green Label Any Other

Graph No.: 4.1.4. Brand preferences of people Analysis: The Graph No.4.1.4 shows that 28.89% of the people prefer drinking Tata tea (gold).Thus Tata tea is the most preferred brand of tea. The second next prefer brand is Taj Mahal with 24.44%. followed by red label at the third place with 22.22%, Tetley at forth place with 7.78%. Interpretation: The above table shows that Tata tea is having very good name among consumers. People prefer Tata Tea because of excellent taste (providing little amount of tea leaves in packing for flavour). People also prefer Taj Mahal, Red Label and Tetley as these are having very good brand name and providing consistent quality. People are now starting prefers Tea bags. Table No.: 4.1.5. Frequency of consuming tea 19

Frequency of consuming tea

8; 8.00% 52; 52.00%

16; 16.00%

Occasionally 1-2 cups/day 3-5 cups/day >5 cups/day

24; 24.00%

Graph No.: 4.1.5. Frequency of consuming tea Analysis: The Graph No.4.1.5 shows that the 52.00% people take Tea 1-2 cups daily. 24.00% the Second most preferred frequency of consuming tea is 3-5 cups daily. Others are like 16.00% like more than 5 cups/day and 8.00% like to take tea occasionally. Interpretation: We can say that most of the community takes 1-2 cups of tea daily which shows people prefer drinking tea every day whether it is single cups a day. Thus we can say the market potential will definitely good in Chandigarh for tea. After having a cup of tea people feel that they are relaxed and getting more energy for work. There are very few people in community who consume tea occasionally.

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Table No.: 4.1.6. Timing of consuming Tea.

Options Morning Evening Afternoon Night Any time

Responses 54 58 18 0 28

Time of having tea

58; 36.7089%

0; 0.0000% 18; 11.3924% 28; 17.7215%

Morning Afternoon Evening Night Any time

54; 34.1772%

Graph No.: 4.1.6. Timing of consuming Tea. Analysis: The Graph No.4.1.6 shows that the 36.7089% respondents are like to take Tea in Evening. The second most preferable time to have a cup of Tea is Morning with 34.1773%. Rests are the 17.7215% in anytime and 11.3924% in Afternoon. Interpretation: We can interpret this as a majority of community is consuming tea in Evening which shows people consume tea for relaxation as tea is a known for energy drink. The second most preferred time i.e. morning. It shows that people they are habitual of consuming tea as it is the general psyche of the people that they do not feel fresh in the morning until and unless they have a cup of Tea. Table No.: 4.1.7. Liking towards flavored tea. 21

Option Yes No

Respondents 34 16

Liking of flavored tea

16; 32.00% Yes No 34; 68.00%

Graph No.: 4.1.7. Liking towards flavored tea. Analysis: The Graph No.4.1.7 shows that the 34 respondents (68.00%) like to have a flavored tea and 16 respondents (32.00%) do not like the flavored tea. Interpretation: We interpret from the above table that majority of the people have their liking towards their flavoured Tea. The various flavour are added to the tea these days in the form of Cardamom, Ginger, Clove and masalas.

Table No.: 4.1.7.1. Flavors liked by the people.

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Flavors Cardamom Fennel Clove Ginger Any other

Responses 48 12 10 44 8

Consumer flavour preference

8; 6.5574%

48; 39.3443% 44; 36.0656%

Cardamon Fennel Clove Ginger Any other

10; 8.1967%

12; 9.8361%

Graph No.:4.1.7.1. Flavors liked by the people. Analysis: The Graph No.4.1.7.1.shows that the 48 respondents (39.3443%) like Cardamom, 44 respondents (36.0656%) like Ginger, 12 respondents (9.8361%) like fennel and further 10(8.5574%), 8(6.5574%) like clove and any other. Interpretation: From the above graph, we can say that the Cardamom is the most preferred additional ingredient in Tea. It helps to increase the aroma of Tea as well as taste. The second best ingredient is Ginger as it helps in improving the digestive And throat system. In any other people like the tulsi, tea masala, mulathi etc

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Table No.: 4.1.8. Reasons for consuming tea.

Purpose Habitual Medical purpose Get together Relaxation Any other Responses 62 4 14 48 2

Purpose of consuming Tea

62; 47.6923%
Habitual

4; 3.0769% 2; 1.5385% 14; 10.7692% 48; 36.9231%

Medical purpose Get together Relaxation Any other

Graph No.: 4.1.8. Reasons for consuming tea. Analysis: The Graph No.4.1.8 shows that the 62 respondents (47.6923%) take tea for habitual, 48 respondents (36.9231%) have tea for relaxation, 14 respondents (10.7692%) take tea for get together, and further are 4 and 2 respondents (3.0769%) & (1.5385%). Interpretation: It shows that the majority of community is habitual and also feel relax to consume tea. So this shows that people become habitual after they start taking tea for the relaxation purpose. Others are following with fewer shares in consuming tea.

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Table No.: 4.1.9. Change in current consumption in last 2 yrs.

Option Increased Decreased Neutral Respondents 12 10 28

Change of consumption in last 2 years

10; 20.00%
Increased

28; 56.00% 12; 24.00%

Decreased Neutral

Graph No.:4.1.9. Change in current consumption in last 2 yrs. Analysis: The Graph No. 4.1.9 shows that the 28 respondents (56.00%) have neutral consumption, 12 respondents (24.00%) have increased consumption and 10 respondents (20.00%) have decreased in their consumption in last 2 yrs. Interpretation: The above table shows that majority of community consumption of tea is neutral i.e. fixed amount of cups are consumes per day which were consumed 2 yrs back. The increasing trend shows that there is a market potential for new entrants. The net result comes in increasing the consumption of tea instead of decreasing.

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Reason for change in the consumption of Tea Increase: 1. Feel energetic 2. Feel alert and focused 3. Release the stress of work 4. Passing for leisure time 5. Aid in digestion

Decrease: 1. Due to acidity 2. Doctor Recommendation 3. Belief that tea is having alien components 4. Sugar problem 5. Incline towards milk intake

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Table No.: 4.1.10. Factors influencing purchase.

Factors Taste Color Quality Price Availability Brand name Advertisement Schemes Packing Friends

Responses 90 26 52 20 10 42 4 10 6 4

F ac to rs in flu e n cin g T ea p u rc h a se

4; 1.5152% 6; 2.2727% 10; 3.7879% 4; 1.5152% 42; 15.9091% 10; 3.7879%

90; 34.0909%

Tas te C olor Q uality

26; 9.8485%

P ric e Availability B rand nam e

52; 19.6970% 20; 7.5758%

Advertis em ent S c hem es P ac king Friends

Graph No.4.1.10. Factors influencing purchase. Analysis: The Graph No. 4.1.10 shows that the 90 responses (34.0909%) are in the favor of taste, 52 respondents (19.6970%) are in favor of quality, 42 respondents (15.9091%) are

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in the favor of brand name, 26 respondents (9.8485%) are in the favor of color and further are followed by these respondents for 20 (7.5758%)for price,10 (3.7879%) for availability, 10 (3.7879%) for schemes, 6 (2.2727%) for packing, 4 (1.5252%) for friends. Interpretation: We can say that the taste of tea is the most preferable attribute to affect the customer purchase. The taste attribute is such a big factor that people become habitual to that particular brand. The second best attribute is quality of product on that nobody do compromise with quality attribute. People can spend thriftily for taste and quality. The third one is Brand name which gives the feeling to associate themselves with credibility of the company.

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Table No.: 4.1.11. Consumer satisfaction level with kind/brand of tea.

Options Highly dissatisfied Dissatisfied Neutral Satisfied Highly satisfied

Respondents 0 0 3 35 12

Satisfaction level Highly dissatisfied Ranking -2

Dissatisfied Neutral -1 0

Satisfied 1

Highly satisfied 2

Satisfaction level Mean score

Highly dissatisfied 0*-2=0

Dissatisfied Neutral 0*-1=0 6*0=0

Satisfied 70*1=70

Highly satisfied 24*2=48

Total 100/118=1.18

Satisfaction level of Tea consumer

6; 6.00% 0; 0.00%

70; 70.00% Highly dissatisfied Dissatisfied Neutral Satisfied Highly satisfied 24; 24.00%

0; 0.00%

Graph No.:4.1.11. Consumer satisfaction level with kind/brand of tea. Analysis: The Graph No.4.1.11 shows that the 70 respondents (70.00%) are satisfied with their present brand. 24 respondents (24.00%) are highly satisfied and 6 respondents (6.00%) are neutral. In neutral they are not having problem with their present brand. Other

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respondents did not having problem (dissatisfied and highly dissatisfied) with their present using problem. By calculating the mean score that is 1.18 represent the result are in the favor of satisfied category. Interpretation: It shows that the majority of people are satisfied with kind/brand of tea which shows that people are loyal to the particular tea purchase. In this the stunning result is that nobody even dissatisfied with their present buying. As in this research some fact came out that the some people are taking tea for very long and faithful towards the particular buying.

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Table No.: 4.1.12. Different age Group of respondents.

Age Person <20 4 21-30 40 31-40 8 41-50 24 51-60 22 61-70 2 >71 2

Respondents Age
4; 3.9216% 40; 39.2157% 2; 1.9608%
<20 21-30 31-40 41-50 51-60

2; 1.9608% 24; 23.5294%

8; 7.8431%

61-70 >71

22; 21.5686%

Graph No.:4.1.12. Different age Group of respondents. Analysis: The Graph No.4.1.12 shows that the 40 respondents (39.2157%) are in the age of 21-30, 24 respondents (23.5294%) are in the age of 41-50, 22 respondents (21.5686%) are in the age of 51-60 and others are followed by 8 (7.8431%), 4 (3.9216%), 2 (1.9608%), 2(1.9608%) are in the age group of 31-40, <20, 61-70, >71. Interpretation: The above graph shows that the majority of respondents are in the age group of 20-30 which means that the younger generation is fond of taking tea. These are the potential customer. They can be the target customer in upcoming days. The second age group is 40-50 which shows that these people are the habitual and loyal customer of tea.

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Table No.: 4.1.13. Demographics of sample population

Gender Respondents Male 58 Female 42

Classification of population

42; 42.00% 58; 58.00%

Male Female

Graph No.:4.1.13. Demographics of sample population Analysis: The Graph No.4.1.13 shows that out of 100 respondents, 58 respondents (58.00%) were the male and 42 respondent (42.00%) were the female. Interpretation: This is the demographic characteristics regarding respondents. In this the male are more than the female respondents. In this study I found that female are more fond of having tea than male. Female tea consumption is increasing in last 2 yrs and male are lacking in tea consumption as compare to female consumption.

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Table No.: 4.1.14. Change in consumptions pattern

Options Branded Unbranded Both Increase 20 2 Decrease 12 4 Neutral 44 4

2 4 8

Total Consumption
100% 80% 60% 40% 20% 0% Branded Unbranded Consumption of different type of tea 12 20 4 4 2 2 Both 44 4 8

Neutral Decrease Increase

Graph No.:4.1.14. Change in consumptions pattern Analysis: The Graph No.4.1.14 shows that 76 respondents (76.00%) of the people prefer branded tea and 10 respondents (10.005%) prefer unbranded tea whereas 14 respondents (14.00%) prefer both of the branded as well as unbranded tea. Out of 76 branded respondents, the 20 respondents (26.3157%) consumption has been increased, 12 respondents (15.7894%) consumption has been decreased and 44 respondents (57.8947%) consumption has been neutral. Out of 10 unbranded respondents, 2 respondents (20.00%) consumption has been increased, 4 respondents (40.00%) consumption has been decreased and 4 respondents (40.00%) consumption has been neutral. Out of the 14 respondents both (branded & unbranded), 2 respondents (14.2857%) consumption has been increased, 4 respondents (28.5714%) consumption has been decreased and 8 respondents (57.1428%) consumption has been neutral.

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Interpretation: The consumption of branded tea is mostly neutral. The net effect is that the consumption of branded tea is increasing in rest of the respondents. In unbranded tea the net effect is that the consumption of unbranded tea is decreasing. In both (Branded & Unbranded) Tea, most of people consumption is neutral and the net effect is decreasing.

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Table No.: 4.1.15. Change in Male Tea consumption pattern

Options Branded Unbranded Both Increase 8 0 Decrease 10 4 Neutral 24 0

2 4 6

Male Tea Consumption

100% 80% 60% 4 40% 20% 8 0% Branded 0 Unbranded Types of Tea 2 both 10 4 24 0 6 Neutral Decrease Increase

Graph No.:4.1.15. Change in Male Tea consumption pattern Analysis: The Graph No.4.1.15 shows that the 58 Male Tea consumption respondents. In branded tea there are 42 respondents (72.4137%) prefer branded tea and 4 respondents (6.8965%) prefer unbranded tea whereas 12 respondents (20.6896%) prefer both of the branded as well as unbranded tea. Out of 42 branded respondents, the 8 respondents (19.0476%) consumption has been increased, 10 respondents (23.8095%) consumption has been decreased and 24 respondents (57.1428%) consumption has been neutral. Out of 4 unbranded respondents, 4 respondents (100%) consumption has been decreased and there is no increase or neutral consumption in this segment. Out of the 12 respondents both (branded & unbranded), 2 respondents (16.6666%) consumption has been increased, 4 respondents (33.3333%) consumption has been decreased and 6 respondents (50.00%) consumption has been neutral. Interpretation: There is overall decrease in consumption of male respondents. There are many reason for decrease might be the reason are coffee preference, cold beverages 35

preference, doctor recommendation, health problem (Sugar, Acidity) etc. The net effect in male tea consumption is decreasing in every type of tea. The consumption of branded tea is mostly neutral. The net effect is that the consumption of branded tea is decreasing. There is 100% decrease in unbranded Male tea consumption. In both (Branded & Unbranded) Tea, more than half of people consumption is neutral and the net effect is decreasing in tea consumption.

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Table No.: 4.1.16. Change in female Tea consumption pattern

Options Branded Unbranded Both Increase 12 2 Decrease 2 0 Neutral 20 4

0 0 2

Female Tea consumption

100% 80% 20 60% 40% 20% 0% Branded Unbranded Types of Tea 2 12 4 2 0 2 0 both Neutral Decrease Increase

Graph No.:4.1.16. Change in female Tea consumption pattern Analysis: The Graph No.4.1.16 shows that the 42 female Tea consumption respondents. In branded tea there are 34 respondents (72.4137%) prefer branded tea and 6 respondents (6.8965%) prefer unbranded tea whereas 2 respondents (20.6896%) prefer both of the branded as well as unbranded tea. Out of 34 branded respondents, the 12 respondents (19.0476%) consumption has been increased, 2 respondents (23.8095%) consumption has been decreased and 20 respondents (57.1428%) consumption has been neutral. Out of 6 unbranded respondents, the 2 respondents (1234%) consumption has been increased, there is no decrease in consumption and the 4 respondents (3434%) consumption has been neutral. Out of the 2 respondents both (branded & unbranded), 100% female tea consumption is neutral. Interpretation: The consumption of branded and unbranded tea has been increased. Female tea consumption has been increased instead of Male tea consumer. Thus the women 37

have higher consumption rate then men. In research most of the female did not able to specify the particular reason for their increase but again there are some common reason i.e. Work load, relaxation, freshness etc. there may be some another reason that they are having time and resources for making tea for them.

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Table No.: 4.1.17. Tea consumption of different age groups.

Options <=20 Increase Decrease Neutral 21-30 2 0 0 31-40 10 4 26 41-50 2 2 4 51-60 8 6 10 61-70 2 6 14 >71 0 2 0

0 0 2

Tea consumption of different age groups 100% 80% 60% 40% 26 2 4 10 2 2 0 4 10 14 6 8 6 2 2 2 Neutral Decrease Increase 0

Graph No.:4.1.17. Tea consumption of different age groups. Analysis: The Graph No.4.1.17 shows that the tea consumption of different age groups. Below <20 there are 2 respondents (100%) consumption has been increased. In the age group of 21-30, 10 respondents (25%) consumption has been increased, 4 respondents (10%) consumption has been decreased and 26 respondents (65%) consumption has been neutral. In the age group of 31-40, 2 respondents (25%) consumption has been increased, 2 respondents (25%) consumption has been decreased and 4 respondents (50%) consumption has been neutral. In the age group of 41-50, 8 respondents (33.33%) consumption has been increased, 6 respondents (25%) consumption has been decreased and 10 respondents (41.66%) consumption has been neutral. In the age group of 51-60, 2 respondents (9.0909%) consumption has been increased, 6 respondents (27.2727%) consumption has been decreased and 14 respondents (63.6363%) consumption has been neutral. In next two different age

Person in %

20% 0%

0 0 <=20 21-3031-40 41-50 51-6061-70 >71 Age Group

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group i.e. 61-70 & >71, In first one the 2 respondents (100%) consumption has been decreased and second one the 2 respondents (100%) consumption has been neutral. Interpretation: There are some reasons behind all the changes or remain same in tea consumption. Youngsters and teenagers are known for a good consumer in any field. There tendency is spend the money on drinks, eatables and attires. The above table shows that the consumption of 21-30 is increasing as compare to other age groups. In this age group respondents tea consuming habit rather increase or remains neutral. Respondent consumption increase by 100% below 20 age group. In the age group of 61-70 the consumption of tea is decreasing 100%. In the age group of above 71 the consumption is still constant. In old age the consumption of any would be decrease or remain neutral. There is no chance in increasing of consumption at this age level.

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Table No.: 4.1.18. Tea consumption pattern of Males age group

Options <=20 Increase Decrease Neutral 21-30 0 0 0 31-40 4 4 14 41-50 2 2 4 51-60 2 4 2 61-70 2 6 8 >71 0 2 0

0 0 2

Male Tea Consumption Pattern

100% 80% 60% 40% 20% 0% 0 <=20 4 4 21-30 2 31-40 2 41-50 14 2 4 4 2 6 2 51-60 8 Neutral 2 2 Decrease Increase 0

0 61-70

0 >71

Class Interval

Graph No.:4.1.18. Tea consumption pattern of Males age group Analysis: The Graph No.4.1.18 shows that the Male tea consumption of different age groups. Below <20 there is no respondents. In the age group of 21-30, 4 respondents (18.1818%) consumption has been increased, 4 respondents (18.1818%) consumption has been decreased and 14 respondents (63.6363%) consumption has been neutral. In the age group of 31-40, 2 respondents (25%) consumption has been increased, 2 respondents (25%) consumption has been decreased and 4 respondents (50%) consumption has been neutral. In the age group of 41-50, 2 respondents (25%) consumption has been increased, 4 respondents (50%) consumption has been decreased and 2 respondents (25%) consumption has been neutral. In the age group of 51-60, 2 respondents (12.5%) consumption has been increased, 6 respondents (37.5%) consumption has been decreased and 8 respondents (50%) consumption has been neutral. In next two different age group i.e. 61-70 & >71, In first one the 2

41

respondents (100%) consumption has been decreased and second one the 2 respondents (100%) consumption has been neutral. Interpretation: In the early age or younger and teenager having the tendency of increasing or stable in their consumption. Male tea consumption is still constant in early and middle age. The above table shows that, though the total consumption of tea is increasing in age group of 21-30 but in the case of male the effect is nil. The consumption is decreasing in the age group of above 40. When the male step into the old age, they are health conscious and stabilize or decrease their consumption.

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Table No.: 4.1.19. Tea consumption pattern of Female age group

Options <=20 Increase Decrease Neutral 21-30 2 0 0 31-40 6 0 12 41-50 0 0 0 51-60 6 2 8 61-70 0 0 6 >71 0 0 0

0 0 0

Female Tea Consumption Pattern

100% 80% 60% 2 40% 20% 0% <=20 21-30 0 6 0 31-40 6 0 51-60 0 61-70 0 >71 12 0 8 Neutral 2 6 Decrease Increase

41-50

Class Intervals

Graph No.:4.1.19. Tea consumption pattern of Female age group Analysis: Analysis: The Graph No.4.1.19 shows that the Female tea consumption of different age groups. Below <20 there are 2 respondents (100%) consumption has been increased. In the age group of 21-30, 6 respondents (33.33%) consumption has been increased, no decreased has been recorded and 12 respondents (66.66%) consumption has been neutral. In the age group of 31-40, there is no respondent in this age group. In the age group of 41-50, 6 respondents (37.5%) consumption has been increased, 2 respondents (12.5%) consumption has been decreased and 8 respondents (50%) consumption has been neutral. In the age group of 51-60, there is no increase or decrease has been recorded in this age group only 6 respondents (100%) consumption has been neutral. In next two different age group i.e. 61-70 & >71, there is no respondent. Interpretation: The most astonishing result comes from this research is that the Female are more fond of taking tea and their consumption level has been increased and neutral. In all the 43

age group they like to take tea. From adolescence age till old age their consumption level keep on increasing and even in the old age their consumption is 100% neutral. All most negligible decrease has been recorded.

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4.2. Analysis and Interpretation

Table No.: 4.2.1. Retailers sell different types of Tea.
Option Branded Unbranded Both Respondents 10 0 15

Retailers sell different type of Tea

10; 40.00% 15; 60.00% 0; 0.00%

Branded Unbranded Both

Graph No.: 4.2.1. Retailers sell different types of Tea. Analysis: The Graph No. 4.2.1 shows that the retailers sell the different type of tea. The 10 respondents (40%) are dealing in the branded tea. There is no retailer who deals only in unbranded tea .The 15 respondents (60%) are dealing in both (branded and Unbranded) tea Interpretation: Maximum Retailers sell the both tea (branded & unbranded). There are reasons for selling both branded and unbranded tea that the improve profit margin, developing the relationship with customers, fear of loosing the customer (if some branded product are not available at shop) and most common factor for branded tea is the market demand. Table no: 4.2.2. Retailer recommends Tea to their customer.

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Option Yes No

Respondents 11 14

Retailer recommends Tea to their customer

11; 44.00% 14; 56.00%

Yes No

Graph No.: 4.2.2. Retailer recommends Tea to their customer. Analysis: The Graph No.4.2.2 shows that the Retailer recommends tea to their customer. The 11 respondents (44%) are recommend or giving suggestion to their customers and 14 respondents (56%) are not assisting in buying to the customers. Interpretation: All the retailers who sell branded tea do not like to assist to their tea customer in their buying. They feel that customers make their mind at home for tea purchasing so there is very less scope of influencing to the customer for very less margin product. And the retailers who recommend to their customer are those who sell the unbranded tea. In unbranded tea, retailers are able to develop good relation with consumer and it helps to increase the profitability of firm.

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Table No.:4.2.2.1. Consumer influenced by Retailer tea purchasing suggestion.

Option Yes No Respondents 11 0

Customer influenced by Retailer Tea purchasing suggestion

11; 100.00%

0; 0.00%

Yes No

Graph No.: 4.2.2.1. Consumer influenced by Retailer tea purchasing suggestion. Analysis: The Graph No. 4.2.2.1 shows that the consumer influenced by the retailer tea purchasing suggestion. All the 11 respondents (100%) of this category said yes that the customer get influenced by their suggestions. No one denied that the tea consumer do not get influenced by their suggestion. Interpretation: The unbranded tea consumer got influenced by the retailer suggestions. There are some reasons that the consumers are having the trust, faith and relationship with the retailer so they are easily convinced. In these even retailers are keeping main things in their mind that the no compromise with quality and price must be less then the branded tea.

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Table no: 4.2.2.2. Factors on which customer accepted the Retailer suggestion.
Factors Trust Brand value Quality Price Trial offer Any other Responses 7 2 3 6 7 0

Factors on which customer accepted retailers suggestion

6; 21.4286% 7; 25.0000%
Trust Brand value Quality

3; 10.7143% 3; 10.7143% 2; 7.1429% 7; 25.0000%

Price Trail offer Any other

Graph No.:4.2.2.2. Factors on which customer accepted the Retailer suggestion. Analysis: The Graph No. 4.2.2.2 shows that the factors on which customer accepted retailer suggestions. Respondents are 11. They gave 28 responses. Out of the 28 Responses, 7 each responses (25%) go to 2 main attributes i.e. Trust and Trial offer. 6 responses (21.4286%) go for price. 3 responses (10.7143%) go for quality and last 2 responses (7.1429%) go for brand value. Interpretation: The trust and trial offer plays the significance role in the marketing strategies. Even price is also followed these two attributes. All the retailers are able to convince the consumer on the behalf of having their good faith and relation with consumer.

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Table No. 4.2.3.1. Reason for selling the Branded Tea.

Options Profit Margin Market demand Customer relation Any other Branded 0 24 0 9

Reason for selling branded Tea

0; 0.0000%
Profit Margin

9; 27.2727%

Market demand

24; 72.7273%

Customer relation Any other

0; 0.0000%

Graph No.:4.2.3.1. Reason for selling the Branded Tea. Analysis: The Graph No. 4.2.3.1 shows that reason for selling branded tea. All the 25 respondents are dealing in branded tea. These 25 respondents gave the 33 responses for reason for selling the branded tea. The 24 responses (72.7273%) comes under the market demand. In the any other case, 9 respondents (Retailers) (27.2727%) are having the fear of loosing the customer, standard tea quality and easy to complaint handling. There is no response in the favor of profit margin and customer relation. Interpretation: Retailers sell the branded tea to avoid the tension of quality and promotion. There are other reasons to sell branded tea i.e. market demand and fear of loosing customer. Retailer do not want to put themselves in quality and standard specifications because if there is any problem occurred in tea attributes then customer would stop that retailer for further purchase. Table No.:4.2.3.2. Reason for selling the unbranded Tea 49

Options Profit Margin Market demand Customer relation Any other

Unbranded 10 0 12 4

Reason for selling Unbranded Tea

12; 46.1538%
Profit Margin Market demand Customer relation Any other

0; 0.0000%

4; 15.3846% 10; 38.4615%

Graph No.:4.2.3.2 Reason for selling the unbranded Tea Analysis: The Graph No. 4.2.3.2 shows that the reason for selling unbranded tea to customer. The total respondents are 15 in unbranded tea are having 26 responses. Out of the 26 responses, 12 responses (46.1538%) come under the customer relationship, 10 responses (38.4615%) comes under the profit margin and rest of the 4 responses comes under any other i.e. providing the best quality at less price. There is no response in the market demand. Interpretation: This shows that customer choice is effected by retailers sincere effort towards selling their unbranded tea. In this retailer are getting good margin and help to develop a good relation with customer. Retailers thought that if customer start liking to their unbranded tea then he/she would come to their shop for tea. By this they can sell other things with it. Table No.: 4.2.4. The particular brand display help to convince the particular purchase.

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Option Yes No

Respondents 11 14

Branded Tea display result in sales

11; 44.00%
Yes

14; 56.00%

No

Graph No.: 4.2.4.The particular brand display help to convince the particular purchase. Analysis: The Graph No. 4.2.4 shows that the branded tea display result in sales. The total respondents are 25. Out of these respondents 11 respondents (44%) said yes and another 14 (56%) said no. Interpretation: It helps to know about the consumer psychology about their buying behavior. The brand display is less effective in the case of tea selection. Most of the retailers denied the effect of tea display on shelves result in sales.

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Chapter-5
Results and Findings
Majority of the communities still prefer tea to coffee. Tata tea (Gold) is the most accepted brand of tea in the market. Maximum people drink 1-2 cups of tea per day on an average The most preferred time for consuming tea is in morning The Cardamom is the most preferred additional ingredient in Tea. It helps to increase the aroma of Tea as well as taste. The second best ingredient is Ginger as it helps in improving the digestive and throat system. Majority of the people become addicted to tea and thus they feel relax after consuming tea. Factors which have lead to the increase or decrease in consumption of tea

Increase: 1. Feel energetic 2. Feel alert and focused 3. Release the stress of work 4. Passing for leisure time 5. Aid in digestion Decrease: 1. Due to acidity 2. Doctor Recommendation 3. Belief that tea is having alien components 4. Sugar problem 5. Incline towards milk intake The taste of tea is the most preferable attribute to affect the customer purchase. The taste attribute is such a big factor that people become habitual to that particular brand. More customer loyalty has been seen in case of branded tea 52

Young generation now a days are fond of taking tea and these will be target groups for the marketers in the up coming days Reason for decrease in Male consumption of tea is the preference of juices and other cold beverages. The women have higher consumption rate then men. In the early age or youngster and teenagers have the tendency of increasing or stable in their consumption. Male tea consumption is still constant in early and middle age.

In all the age groups, Females like to take tea. In unbranded tea, retailers are able to develop good relation with consumer and it helps to increase the profitability of firm. The unbranded tea consumer got influenced by the retailer suggestions. There are some reasons that the consumers are having the trust, faith and relationship with the retailer so they are easily convinced.

The trust and trial offer plays the significance role in the marketing strategies. Retailers sell the branded tea to avoid the tension of quality and promotion. There are other reasons to sell branded tea i.e. market demand and fear of loosing customer.

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Chapter-6 Suggestions
From the survey of Consumers and Retailers, I would like to suggest few things to enhance the consumption of tea. People suggest that the company should launch the different kinds of flavours like vanilla, strawberry, lemon etc. Tea Board of India should take necessary steps to improve the tea quality by implementing standard quality measures. Major players and Tea Board of India should promote in opening up of tea contemporary bars. Better promotional tools should be used by various companies to make tea popular among youth and middle age people. Making people aware about the health benefits of tea. Companies should try to focus on female tea customer because their tea drinking have increased over a passage of time and also they are known for making major decision in kitchen commodities. Retailers can strengthen the Unbranded Tea Market with the help of their good relation with the customers. Retailers should project the unbranded tea as at par to branded one in quality and taste at lesser price as it is more profitable for them.

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