PERCEPTION OF CONSUMERS

TOWARDS TAPAL TEA

SAIMA ZULFIQAR 11404

NABEELA MATLOOB 11405
MUTAL UR RAHIM 14026
SHIRAZ ALAM 14132

MANAGEMENT SCIENCE PROJECT

Iqra University Islamabad Campus

Fall 2011

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 ACKNOWLEDGEMENT

All praises for almighty Allah to let us accomplish this final project.

We would like to express a genuine gratefulness to our instructor Mr. Hammad Bashir
for his knowledge, instructions and support in making this project.

Also, we would likely be grateful to our classmates for their knowledge, suggestions and
appreciation in making this report.

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Table of Contents Pages

1. Introduction .................................................................................................................. 4

2. Consumer Behavior ....................................................................................................... 6

3. Analysis of Execution ..................................................................................................... 7

4. Conclusion ..................................................................................................................... 8

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 INTRODUCTION
Tapal is a tea company that is locally possessed in Pakistan. Tapal is also working
internationally and is the first national tea company to export tea to other countries.

In early eras, more than 5,000 years back, people became happy with tea in China. An
arts supporter stated that all drinking water be boiled as a hygienic precaution. 1
summer day while visiting a remote region, his servants began steaming the water.
Dried leaves from a nearby plant fell into the pot, and a brown fluid was suffused. Shen
Nung was schemed on being a scientist. He drank some of the strange liquid and found
it cool. He stated the drinking of tea was born as its result. In this way, because of the
legendary stars such as Shen Nung, the tea history is full of discovery, modernization,
practice and pleasure that are full of meaning.

At this moment in time, utilizing tea has become similarly important as compared to
utilizing drinking water.

The industry of Pakistans hot drinks is resolutely established. Pakistan is a highest tea
consumer worldwide.

According to recent investigations tea industry will not slow down soon.

For more than the few number of years, the market share of tea bags has been growing
gradually.

Tapal Tea Background

Tapal is a 100% tea company that is locally possessed in Pakistan. It is the leading tea
company in Pakistan. It has modern industrial units for blending and packaging of tea.
Their depots are outfitted with up-to-the-minute equipment. It has team of highly
dedicated and dynamic experts. The voyage of Tapal started back in 1947 from its retail
venture in Jodia Bazaar in Karachi under the custody of its founder Adam Ali Tapal.

Tapal is the primary trademark in tea industry and is acknowledged for its quality and
taste, and therefore has left many competitors at the back in the tea industry. Lipton is
the leading international competitor of Tapal separately from some of the local
competitors Isphani, Tetley, Brooke Bond, etc. Tapal has different brands such as
Danedar, Family Mixture, Safari Chai, Mezban Premier Dust, Chenak Dust, Special Tea

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Bags, Jasmine Green Tea and Gulbahar Green Tea. They had also introduced Ice Tea just
recently, which has grown very popular in the foreign market.

Problem Account
Our aim of doing this project is to learn about the perception of consumers, especially
those living abroad, towards the taste of Tapal Tea. While dealing with this topic, we are
mainly concerned with the entrance of Tapal Tea on the basis of the perception of its
consumers living abroad, for its taste.

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 CONSUMER BEHAVIOR
Consumer behavior is the learning of the inference of development when dispersed or
groups prefer, acquire, or draw on the goods, army, or practices to persuade wants and
needs.

In the process of consumption, the consumer identifies the demand or desire, then
purchases and finally arranges the product stage by stage while consuming it.

When marketers identify the consumer behaviors on purchase then possibly they may
fulfill the consumers needs better.

In the case of Tapal Tea, consumer behavior is generally not the same because each
consumer has a different buying behavior.

Consumers of this brand select, organize and interpret information regarding the
consumption of its tea to form a significant image of the globe.

The superficial value, risk or quality is the aspect of this brand through which the
consumer can be influenced towards it specifically. It is attractive through using a devise
as the competitive gain related to the market and declares value in the product.

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 ANALYSIS OF EXECUTION
On the basis of often drinking Tapal Tea, most males consume on the occasional basis,
while the minority of male consumers consume on the monthly basis. Unlike the males,
most females consume on daily and occasionally basis, while the minority consume on
the monthly basis, just like the males.

Most of the males choose and purchase this product for its taste than its price and
brand, both. Conversely, the majority of females choose the product for its delicious
taste, while the minority chooses for its brand.

While comparing Tapal with other brands of tea, majority of teenagers prefer Tapal Tea
while most of those who are living in their thirties prefer the other brands such as
Lipton, Tetley, etc.

In case of purchasing on the basis of price, those who are living in their twenties like
Tapal Tea for its value while the teenagers think that it is unaffordable for them.

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 CONCLUSION
To conclude, in the real world where we live, most consumers like flavored tea as
compared to any other type of taste. They choose taste over price and brand, as well. In
this way, the beverages market is likely to supply such products with great taste.
Therefore, the advantage of the Tapal Tea is that its taste is good and excellent
correspondingly. Many consumers find out the taste of this brand better than others, as
well.

To the extent that stuffing is concerned many consumers use tea bags than loose tea
nowadays, which they used in the past. Also, such brand-loyal consumers of today are
not really concerned about the price as far as acquisition of Tapal Tea is concerned.

According to our consideration, we always observe in our real life that the beverages
market has the prospective to sell tea despite not being much larger in scale, because
the consumers prefer good taste over price and brand of Tapal Tea. So it would be good
for the company to enter every type of market because it has good and different taste
due to which they are also popular in Pakistan and other countries.

According to our perception, the tea-consumers mostly prefer flavored tea. So Tapal Tea
should be advised to try to promote their products with their absolute variety, including
the tastes of ancient and emerald nature, etc.

It is also wiser for Tapal Tea to bring their different varieties of tea in tea bags, which are
mostly being used nowadays, because this type of stuffing is mostly preffered inside and
outside the coutry, both.