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A Study On Consumer Behaviour With Special Reference To Consumption of Tea in Ariyalur Town
A Study On Consumer Behaviour With Special Reference To Consumption of Tea in Ariyalur Town
ABSTRACT
Tea is a part and parcel of Indian social, organic teas & supplements for a healthy
economic and cultural life. Indians cannot lifestyle.
think of a day without their favorite cup of tea. KEYWORDS: Consumer Behaviour,
It is the most popular non-intoxicating Attributes,Organic Tea, health awareness,
beverage in the world enjoyed by the rich and Environment.
poor alike. Being most popular consumed 1.1 INTRODUCTION
beverage, in many cultures tea is consumed at Consumption of Tea has always been a social
and more of a habitual concept for most of the
elevated social events. But regardless of its
wide consumption consumer behavioral Indian consumers. However, increasing health
pattern changes from time and this behavior awareness and prevalent diseases will mark a
boom to the newer variants such as Organic
change is influenced by many factors like
popularity of a brand, loyalty, aroma, colour, Tea and Green Tea with more natural flavors,
price and many more. The present paper Fruits and Herbal Infusions. It plays a very
focuses on issues that influence the behavior vital role in the national economy through
of various tea consumers. Samples were export earning, trade balancing and as well as
gathered across ariyalur town of state in employment generation. It produces 2% of
TamilNadu to understand and pacify the actual world production and exports 3% of world
need and behaviour of the consumer towards export. It is providing direct employment to
tea. The present study aims at analyzing about 0.11 million ethnic minority people,
factors effecting consumer awareness levels 50% of whom are women and their civic needs
and buying perception regarding Organic Tea and amenities are provided by the industry free
of cost along with about 0.4 million
with the help of an Exploratory study using a
structured survey of 100 respondents in dependents of the permanent workers.
Ariyalur through pre-tested Questionnaires Furthermore, another 0.6 million people are
using convenience sampling. This paper also dependent on tea in its export, packing,
attempts to investigate the demand status of broking and local trade, supporting factories
Organic Tulsi Tea as people residing in and workshops chest manufacturing and
Ariyalur as they are more conscious about transport industry etc. It gives 200 million taka
their health and lifestyle and maximum of as interest against production and development
loan from the tea industry
them are working professionals. The
Consumers in Metro cities have a good There are different factors that directly or
purchasing power to pay premium prices for indirectly affect consumer buying behaviour.
organic products so they prefer to include consumer.
1.2 Market Participants:
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International Journal of commerce Volume 1(July 2017)
The marketing system of tea is well organized and after purchase they mix the different types
and is different from that of other farm of tea that are purchased from different estates.
products. The parties involved in various They try to make a grade which might have
stages of tea marketing must need some the high market demand. The Blenders also
special qualification. The participants involved pay VAT. They also need a valid license from
in the tea marketing system are the tea estates, BTB and must have the bidder license
brokers, bidders, blenders, wholesalers and photocopy.
retailers. 1.3 OBJECTIVE OF THE STUDY
Tea estate: The estate produces tea and after To conclude behavioral factors are
processing it sells the tea by two different accountable for making a choice of a tea
ways. The estate may send tea for sale to the brand
auction market or it may directly sell tea to the To know which brand is preferred by the
manufacturers. The manufacturers directly sell customer to purchase.
tea to the consumers through their own To study the effect of various promotional
distributors. schemes given by the companies.
Broker: Brokers are the very respectable To study whether the customers are brand
participants in the tea marketing system. There loyal or not.
are six brokers in Bangladesh. In Chittagong To study the reasons of being loyal to the
auction market brokers control all types of brand
buying and selling. They receive the tea chests To know the customers awareness
from the estate after fulfilling some regarding tea.
formalities. In the auction market tea is sold To examine consumers buying motives,
through brokers to three different parties. They preferences and attitude towards Organic
are exporters, bidders or local buyers and Tea
packet tea manufacturer. The Broker Company 1.4 AREA OF THE STUDY
must have ten million taka capital and one
million paid up capital. Ariyalur is the district head quarter
Bidder: Actually tea buying and selling starts and famous on cement arasu in the ariyalur
from bidders. Only the bidders can participate town .the area of ariyalur town is around 3
in the auction market for buying. They must kms with a population of 1 lakes. The area
have valid license from BTB and other selected for this study ariyalur town is not only
documents to be qualified as a bidder. famous for historical, greatness .but held’s all
Exporter: Exporters can purchase tea from the the facilities of the modern town viz., hospitals
auction market according to the foreign buyer facilities ,school,colleges,and court etc.,,
choice. After buying tea, the exporter exports 1.5 METHODOLOGY
the tea to the particular foreign country by ship
only from the Chittagong port. Research plan:
Manufacturer: Manufacturers also purchase
tea from the auction market by bidding. They The research plan is to developing the
also have to pay VAT to the authority. After most efficient plan for gathering the needed
purchase of tea they pack it and assign abrand information.
name. The manufacturers have their own
1.6 DATA SOURCES:
distributors and they sell tea to the wholesalers
through distributors. The research plan can call for
Blender: Blenders purchase open tea from the gathering secondary data. Primary data and
bidders. The Blenders have their own machine both.
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3 COMPANY PROFILE bodied. It was in Assam that the first tea estate
CONSUMER was established, in 1837.
Darjeeling
Consumer are people in families and The Darjeeling region is cool and wet, and
other kinds of households who and use tucked in the foothills of the Himalayas. The
products and services in order to satisfy their tea is exquisite and delicately flavored, and
personal needs and wants. considered to be one of the finest teas in the
CONSUMER BEHAVIOR world. The Darjeeling plantations have three
distinct harvests, and the tea produced from
Consumer behavior is defined as the each ‘flush’ has a unique flavour. First flush
acts of individuals in obtaining and using teas are light and aromatic, while the second
goods and services including the decision flush produces tea with a bit more bite. The
process that proceeds and determine the acts . third or autumn flush gives a tea that is lesser
in quality.
CONSUMER MARKET Nilgiri
This tea comes from an even higher part
Marketing is concerned with the
of India than Darjeeling. This southern Indian
creation of customer. Consumer research is the
region has elevations between 1,000 and
careful and systematic investigation of the
25,000 metres. The flavours of Nilgiri teas are
consumer attitudes ,actions, preference and
subtle and gentle. They are frequently blended
other reactions to the particular problems
with other, more robust teas.
under survey .for such research the customers
4.Data Analysis And Interpretation.
are grouped according to age ,sex
,caste,relgion,occupation ,class, education Table :1
,intelligence ,income ,material possession
Classification Of The Respondents Based
Indian Tea On Age Group
Tea had been known for millennia in India as a
medicinal plant, but was not drunk for pleasure Age No. of Percentage
until the British began to establish plantations group .respondents
in the 19th century. Darjeeling tea, from the
Below 20 12 12
Darjeeling region in West Bengal has
traditionally been prized above all other black 20-30 38 38
teas, especially in the United Kingdom and the
countries comprising the former British 30-40 21 21
Empire. The Chinese variety is used for Above 40 29 29
Darjeeling tea, and the Assamese variety,
native to the Indian state of Assam, Total 100 100
everywhere else. Indian tea companies have Sources: primary data
acquired a number of iconic foreign tea Interpretation:
enterprises including British brands Tetley and
Typhoo. It is very clearly says that out of 100
Assam respondents 38% of the consumer were
Assam tea comes from the north-eastern between the age group of 20 to 30 years 21%
region of the country. This heavily forested of responds in the age group of 30 to 40 years
region is home to much wildlife, including the 21% are the age group of above 40 years .
rhinoceros. Tea from here is rich and full-
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Table :3 Surya 3 3
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Table:8
No. of Percentage
sources
.respondents Classification Of The Respondents Based
On Prefer Other Brand
Television 69 69
prefer
News paper 15 15 No. of Percentage
other
.respondents
Radio 9 9 brand
no 76 76
Total 100 100
Sources: primary data Total 100 100
Sources: primary data
Interpretation:
Interpretation:
From the above table it is clear that
69% of the respondents preferred TV and 15% 76% of the respondents have brand
of respondents preferred news paper to know loyality towards three roses 24% only
about the various brands. preferred other brand
Table : 9
Table : 7 Classification Of The Respondents Based
On Expenditure On Beverages
Classification Of The Respondents Based
On Drinking Frequency A Day
Expenditure No. of Percentage
per month .respondents
Drinking No. of Percentage
Frequency .respondents Below 50 10 10
one 15 15 50-100 30 30
Two 26 26 100-150 35 35
three 59 59 Above 150 25 25
Total 100 100 Total 100 100
Sources: primary data Sources: primary data
Interpretation: Interpretation:
59% of respondents drinking tea in 3 times in The table clearly indicates the majority of
a day and 26% drink twice a day and 15% of the respondents spend between Rs.100-150 per
the respondents have the habited drinking just month. Constitutes 35% of total but the same
in a day. time 30% of respondents depend Rs. 50-
100.35% of the respondents have purchase tea
only from any convenient shop
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Table: 10 others 2 2
Classification Of The Respondents Based Total 100 100
On Price Strategy
Sources: primary data
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Interpretation: SUGGESTION
Tea Powder is a segment which is liked by
Packing was not considered to be an most of the Indian consumers. There is a
important factor in determine the buyer choice need to devise a refinement of business
of particular brand. Majority of the person like classes during a distinctive product
three roses attractive packing of green lable do development based on its ingredients
not complete with three roses. focused towards health concept.
FINDINGS Girnar tea powder symbolizes quality,
health and great taste, followed by Society,
1. 56% of the respondents are male and Lipton, Taj and Tetley.
fall in age group of 20 to 30. The result of the analysis says that success
2. Business are of 38% among the of product in market is mainly due to brand
respondents. awareness factor. In terms of media
3. 45% of respondents are fall in the revelation, education, earnings, city and
income group of 6000 to 7000. village blend, huge gap does exist amongst
4. Most of the family among the 100 consumers of our country
consumer consists 4 to 7 members as the But the most surprising discovery in this
tea powder is selected according to the study is that the group of self-prepared
size of the family. drinks pays more attentions and concern on
5. Of the various meadia of adverision, the healthy and formula drinks than the
advertisement was the TV. The most group of bottle drink and handmade
eddectve and attractive meadia and TV beverage
has played a major role in influencing The group of self-prepared drinks don't like
the consumer toselect a particular brand. soft drink and tea beverage as much as the
6. The manufracture expected three roses other two groups.
must concentrate on the tase of the CONCLUSION
products rather then cicertating more on
In this section paper contains
the advertisement.
information relating to finding and
7. Drinking a frequency table-10 says that
suggestions of the study. The study reveals
only 15% of the respondents drink only
once a day but , 59% have a tea for 3 that the tea market is demand driven and
times in a day. facing cut throat
8. As the income by the consumers competition.
increased more consumption has been It has been found from the study that
given to superior quality brands majority of people consuming the tea 3-4
9. 76% of the respondents have stiff brand times in a day. Dark tea is also preferred by
large number of respondents. More than
loyality towards three rises.
10. Majority of the group consumer half of the respondents are unaware of the
expenditure fell under the expertidure ingredients of the tea. Majority of the
group of 100-150. samples did not check whether it is of
11. Majority of the repondents like tea for quality standard or not.
freshness , remaining 48% of the The primary survey portrays
respondents like tea to taste. significantly how attributes like brand
loyalty exists supremely in consumer and
the study also depicts brand loyalty as the
dominating attributes amongst all.
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BIBLIOGRAPHY
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