The International journal of analytical and experimental modal analysis ISSN NO: 0886-9367

A STUDY ON BRAND PREFERENCES OF TEA AMONG CONSUMERS

IN NILGIRIS DISTRICT

Dhanya.C.Mathai1, M.Com,M.Phil,B.Ed.,Research Scholar in Commerce,

Bharathidasan University, Tiruchirappalli.
Dr.U.Rajan (Retired)2,M.Com,M.Phil,Ph.D., Associate Professor, P.G. and Research Department of Commerce,
A.V.V.M. Sri Pushpam College (Autonomous), Poondi, Thanjavur.

ABSTRACT

There isn’t anyone who isn’t addicted to something. Tea is one such addiction. Call them the tea
addicts or tea lovers but their mere survival depends on tea. It is a verity that the taste of the
people aren’t static. It changes over time. Changes can be internal as well as external. External
changes can happen when another new tea has come into the market or can be due to offers and
freebies offered by another company. Internal change can be due to personal psychological
factors like change of mind but there always extant a reason that would have kindled the desire
for change. This study analyzes and sifts through the possible reasons that could be contributing
or influencing the brand preference and is limited to consumers in Nilgiri district.

Keywords: Brand Preference, Tea, Nilgiris District, Tea Consumers, Preference of Tea

1. INTRODUCTION:

Be it any brand, be it any product – it is wise to take a survey to get a perspective of

which brand or product the consumers are more inclined to. It is the first step towards identifying
where a product lags, what its best aspect is and where it lies at with the competition of other
brands. Amongst other products that need this analyzing, tea is indispensible in everyone’s life,
which makes it an important product to be analyzed. It is no secret that 80% of the world’s
population drinks tea. This aromatic beverage is considered as a quick fix to relieve the body
from stress, relax the mind from anxiety and leave people refreshed. This antioxidant drink is
supposed to prevent the body from getting its own version of rust and reduces the risk rate of
heart attack and stroke. Some studies prove that tea helps lose weight and helps protect bones.
Tea being an evergreen shrub, native to East Asia – it has brought upon a harmless addiction
among people that they can’t go a day without it. As much as people are addicted to tea, there is

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also a threat that people can switch brands. This can be due to a variety of reasons ranging from
price, flavor or aroma, offers and discounts, change of mind arising from interest in a new brand,
attractive advertisements and packaging etc.,. Since there a lot of brands of tea and their
advertisements keep bombarding the consumers, it is difficult for them as well to find a brand
that they’d love sipping and settle down with one brand. Brands play their part in the market but
consumers are the judge. If any brand needs ameliorating, it is better to analyze where they are at
with their consumers. This can prevent the consumers from becoming churn and if done right
might lure in prospects too.

1.1 REVIEW OF LITERATURE:

R.Mohana and DR.K.Kamalakannan (2018), the study is destined to identify the brand desire
of the consumer towards tea brands in Thoothukudi City. The study is survey based and has used
65 respondents. The study banks on both primary and secondary data. The study has revealed
that most of the respondents are inclined towards Tajmahal Tea and has agreed that they prefer
green tea for diet support but the price of green tea is high. The study perorates with a suggestion
that the companies could reduce the price of green tea.

Satnam Kour Ubeja and Dhara Jain (2013) ,the study is subjective to Indore city to uncover if
the consumers are more inclined towards branded or loose tea. The study states that the tea
industry has been growing up to 30% every year. The study is based on structured questionnaire.
The study has proved that the consumers are more inclined towards branded ones and has
revealed that out of 110 consumers, 90 consumers went for the branded ones. The study has
perorated suggesting that the marketers could offer more quantity for the same price.

Satnam Ubeja and Sopanmayee Acharya (2018), the study has made a contrast on Lipton
Green tea and organic India tea. Data is collected through questionnaire. The study has revealed
that the consumers prefer Lipton Green tea over the Indian Organic tea. This might be due to the
fact that natural sustenance market in India is still in its beginning stage and people always have
an aversion when it comes to trying something new. The study draws the inference that the
researchers could use this to find the factors that contribute when a consumer is buying a
particular tea brand.

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Thiyagaraj .v. (2015), this study is restricted to Tiruppur city. The study is set out to perceive
which branded tea is most preferred in Tiruppur. The data is analyzed using percentage analysis
and chi square. The study has proved that there extant a disparity betwixt the age and the
preference of the tea brand. The study propounds that the tea brands could offer more quantity
for the same or lesser price. The study concludes by stating that the marketers should focus more
the quality and also the services they offer.

Mahavir Singh and Dr. Anita (2012), the burden of the study is to identify the consumer’s
buying behavior of tea. The study has made it writ large that tea penetration on an average is up
to 77.2%. The study also has made it conspicuous that price, gifts, consumption times, attractive
facilities, brand, quality standard, packaging are the factors that contribute to the buying behavior
of tea. The study draws the inference by putting forward that the companies should adopt
strategies that would combat against the competitors.

1.2 OBJECTIVES OF THE STUDY:

1. To get a perception of brand preference of Tea among consumers of Nilgiri District.

2. To understand the contributing factors that give into buying the preferred brand
3. To understand why people are inclined towards a particular brand
4. To identify the level of cognizance the consumers have about different types of tea.
5. To understand the rationale behind the buying behavior.
1.3 SCOPE OF THE STUDY
1. Understanding the consumer’s attitude towards tea and their brand decisions.
2. Understanding the complacency of the consumers and the rationale behind them.
3. Finding the rationale behind the reason why people prefer a brand.
4. Understanding the rationale behind what evoked their change of taste.
5. Understanding the steps to be taken to turn prospects into consumers and retain them.
2. RESEARCH METHODOLOGY
Research Methodology supposedly solves the research problems. It may be understood as an art
of scientific investigation. The methodology of the study would include conducting research with
target audience as the tea consumers of Nilgiris district. This includes primary data collection by
person administered survey for analysis and final interpretation of data.

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2.1 TYPE OF RESEARCH

It is descriptive type of research. Meaning that this research is to undergo research question,
analysis of data and design.

2.1.1 SOURCES OF PRIMARY DATA

The result of the project depends on the accuracy of the data. It is important that the data
is appropriate within the researcher’s bandwidth and context. There are two types of data
collection methods available:-

1) Primary Data Collection Method.

2) Secondary Data Collection Method.

 Primary Data Collection Method.

Primary data are those that are obtain by the user for fulfillment their purpose. This
research includes primary data collected through personal visit with the consumers of various tea
brands inside Nilgiris district. The study also has used data collected from handing out
questionnaires.
 Secondary Data Collection Method.
The Secondary Data is that which is already collected and stored or we can say already saved
or ready data by others. I got secondary data from the journals, records, newspapers, magazines,
articles, internet etc. I collect secondary data by referring some specimen of company and by
referring some books and web sites of company from internet.

2.2 TYPE OF SAMPLING:Convenience sampling is a technique which attempts to restrict the

possible samples to those which are ``less extreme'' by ensuring that all parts of the population
are represented in the sample in order to increase the efficiency (that is to decrease the error in
the estimation).

2.3 NO. OF SAMPLE SIZE: 117

2.4 SOURCES OF DATA:In and Around Nilgiris District.

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2.5 STATISTICAL TOOLS USED: Percentage analysis, Chi-square analysis and Descriptive
Statistics

3. ANALYSIS AND INTERPRETATION

TABLE 3.1 GENDER

Gender No. of respondents Percent

Male 63 53.8
Female 54 46.2
Total 117 100.0
Interpretation:
The above table categorizes the respondents in gender. Male respondents are by 53% and female
by 46%. It is inferred from the above table that there Male respondents are by 53%.

TABLE 3.2 AGE GROUP

Age Group No. of respondents Percent
Below 25 years 27 23.1
26 to 35 years 34 29.1
36 to 45 years 29 24.8
Above 45 years 27 23.1
Total 117 100.0

Interpretation:
The above table catalogues the respondents in age group. 23.1% are ‘Below 25 years’, 29.1% are
between ‘26 to 35 years’, 24.8% are between ‘36 to 45 years’ and 23.1% are ‘Above 45 years’.
It is inferred from the above table 29.1% are between ‘26 to 35 years’.

TABLE 3.3 EDUCATIONAL QUALIFICATION

Educational
Qualification No. of respondents Percent
School Level 25 21.4
Diploma 22 18.8
Under Graduate 29 24.8
Post Graduate 32 27.4
others 9 7.7
Total 117 100.0

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Interpretation:
The above table has depicted the educational qualification of the respondents. 21.4% have
‘School Level’ education, 18.8% has their ‘Diploma’, 24.8% has their ‘Under Graduate’, 27.4%
has their ‘Post Graduate’ and 7.7% has ‘Other’ educational qualification.
It is inferred from the above table that 27.4% has their ‘Post Graduate’.

TABLE 3.4 OCCUPATION

Occupation No. of respondents Percent
Worker 23 19.7
House Wife 25 21.4
Student 20 17.1
Private Employee 17 14.5
Government Employee 13 11.1
Others 19 16.2
Total 117 100.0
Interpretation:
The above table has shown the occupation of the respondents. 19.7% are ‘Workers’, 21.4% are
‘House Wife’, 17.1% are ‘Students’, 14.5% are ‘Private Employees’, 11.1% are ‘Government
Employee’ and 16.2% belong ‘Others’ category.
It is inferred from the above table that 21.4% are ‘House Wife’.

TABLE 3.5 LOCALITY OF LIVING

Locality of Living No. of respondents Percent
Rural 63 53.8
Urban 54 46.2
Total 117 100.0
Interpretation:
The above table has categorized the locality of living of the respondents. 53.8% are living in
‘Rural’ and 46.2 are living in ‘Urban’.
It is inferred from the above table that 53.8% are living in ‘Rural’.

TABLE 3.6 MONTHLY INCOME

Monthly Income No. of respondents Percent
Below Rs.7000 38 32.5
Rs.7000 to Rs.12000 29 24.8
Rs.12001 to Rs.20000 20 17.1
Rs.20001 to Rs.35000 16 13.7
Above Rs.35000 14 12.0
Total 117 100.0

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Interpretation:
The above table has categorized the monthly income of the respondents. 32.5% have salary
‘Below Rs.7000’, 24.8% have salary between ‘Rs.7000 to Rs.12000’, 17.1% have salary
between ‘Rs.12001 to Rs.20000’, 13.7% have salary between ‘Rs.20001 to Rs.35000’ and 12.0%
have salary ‘Above Rs.35000’.
It is inferred from the above table that 32.5% have salary ‘Below Rs.7000’.

TABLE 3.7 NUMBER OF MEMBERS IN THE FAMILY

Number of members in the
family No. of respondents Percent
2 20 17.1
3 34 29.1
4 39 33.3
Above 4 24 20.5
Total 117 100.0
Interpretation:
The above table has the deets of the number of members in the family of the respondents. 17.1%
have ‘2 members’, 29.1% have ‘3 members’, 33.3% have ‘4 members’ and 20.5% have ‘above 4
members’.
It is inferred from the above table that 33.3% have ‘4 members’.

TABLE 3.8 AVERAGE MONTHLY EXPENDITURE OF TEA

Average Monthly Expenditure on tea No. of respondents Percent
Below Rs.200 58 49.6
Rs.201 to Rs.400 40 34.2
Above Rs.400 19 16.2
Total 117 100.0
Interpretation:
The above table has the deets of the average monthly expenditure of tea. 49.6% spend ‘Below
Rs.200’, 34.2% spend ‘Rs.201 to Rs.400’ and 16.2% spend ‘Above Rs.400’.
It is inferred from the above table that 49.6% spend ‘Below Rs.200’.

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TABLE 3.9 PERIOD OF TEA CONSUMPTION IN A DAY

Period of tea consumption in a day No. of respondents Percent
Occasionally 17 14.5
One time 18 15.4
Two times 20 17.1
Three times 30 25.6
Four times 2 1.7
Five times 15 12.8
More than five times 15 12.8
Total 117 100.0
Interpretation:
The above table has depicted the period of tea consumption in a day. 14.5% consume
‘Occasionally’, 15.4% consume ‘one time’, 17.1% consume ‘Two times’. 25.6% consume
‘Three times’, 1.7% consume ‘Four times’, 12.8% consume ‘Five times’ and 12.8% consume
‘More than five times’.
It is inferred from the above table that 25.6% consume ‘Three times’.

TABLE 3.10 PERIOD OF BUYING TEA

Period of Buying tea No. of respondents Percent
Weekly once 8 6.8
Fortnightly 43 36.8
Once in a month 23 19.7
Once in two months 31 26.5
When required 12 10.3
Total 117 100.0
Interpretation:
The above table depicts the period of buying tea. 6.8% buys tea ‘Weekly once’, 36.8% buys tea
‘Fortnightly’, 19.7% buys tea ‘Once in a month’, 26.5% buys ‘Once in two months’ and 10.3%
buys ‘When required’.
It is inferred from the above table that 36.8% buys tea ‘Fortnightly’.

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TABLE 3.11 SOURCE OF MEDIUM INFLUENCED TO BUY BRANDED TEA

Source of medium influenced to buy branded
tea No. of respondents Percent
Salespeople 10 8.5
Word of mouth 30 25.6
Own experience 19 16.2
T.V. commercials 20 17.1
Display at shop 8 6.8
Digital Advertisements 10 8.5
Youtube Ads 10 8.5
Others 10 8.5
Total 117 100.0
Interpretation:
The above table depicts the source of medium influenced to buy branded tea. 8.5% through
‘Salespeople’, 25.6% through ‘Word of mouth’, 16.2% through ‘Own experience’, 17.1%
through ‘T.V. commercials’, 6.8% through ‘Display at shop’, 8.5% through ‘Digital
Advertisements’ and ‘Youtube Ads’. 8.5% through ‘Others’.
It is inferred from the above table that 25.6% through ‘Word of mouth’.

TABLE 3.12 FACTORS INLFLUENCED TO BUY THE BRANDED TEA

Descriptive Statistics
Factors N Minimum Maximum Mean Std. Deviation
Aroma 117 1.00 5.00 3.0769 1.39057
Flavour 117 1.00 5.00 2.6838 1.36867
Taste 117 1.00 5.00 2.3932 .71868
Colour of end product 117 1.00 5.00 2.4872 1.16423
Brand image 117 1.00 5.00 3.1880 1.32569
Value added tea 117 1.00 5.00 3.5897 1.40905
Retailers influence 117 1.00 5.00 2.5641 1.47031
Influenced by others 117 1.00 5.00 2.3419 .76747
Reasonable price 117 1.00 5.00 2.7350 1.03718
Timely availability 117 1.00 5.00 3.2564 1.34006
Attractive packing 117 1.00 5.00 3.4872 1.51780
Effective advertisement 117 1.00 5.00 2.9829 1.48546
Celebrity endorsement 117 1.00 5.00 2.9573 1.05367
Gift/Promotion/Strategies 117 1.00 5.00 2.4615 .93346
Valid N (listwise) 117

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Interpretation:
‘Value added tea’ has the first stance, ‘Attractive packing’ has the second stance, ‘Timely
availability’ has the third stance, ‘Brand image’ has the fourth stance, ‘Aroma’ has the fifth
stance, ‘Effective advertisement’ has the sixth stance, ‘Celebrity endorsement’ has the seventh
stance, ‘Reasonable price’ has the eighth stance, ‘Flavour’ has the ninth stance, ‘Retailers
influence’ has the tenth stance, ‘Colour of end product’ has the eleventh stance,
‘Gift/Promotion/Strategies’ has twelfth stance, ‘Taste’ takes the thirteenth stance and
‘Reasonable price’ takes the fourteenth stance.
It is inferred from the above table that ‘Value added tea’ has the first stance and ‘Reasonable
price’ takes the fourteenth stance.

TABLE 3.13 CULTURAL AND PSYCHOLOGICAL FACTORS

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Attitude and behavior 117 1.00 5.00 2.9829 1.11404
Personality and Lifestyle 117 1.00 5.00 3.6410 1.36749
Need and Motives 117 1.00 5.00 2.6752 1.23755
Quantity of the product 117 1.00 5.00 2.3248 1.14341
To follow the Celebrity 117 1.00 5.00 2.5641 .90387
Price of the Product 117 1.00 5.00 3.0940 1.27970
Climate/Environment 117 1.00 5.00 2.7778 1.13039
Life of the product 117 1.00 5.00 3.1026 1.40433
Culture 117 1.00 5.00 2.8632 1.19558
Valid N (listwise) 117

Interpretation:
‘Personality and Lifestyle’ has taken the first stance, ‘Life of the product’ has taken the second
stance, ‘Price of the Product’ has taken the third stance, ‘Attitude and behavior’ has taken the
fourth stance, ‘Culture’ has taken the fifth stance, ‘Climate/Environment’ has taken the sixth
stance, ‘Need and Motives’ has taken the seventh stance, ‘To follow the Celebrity’ has taken the
eighth stance and ‘Quantity of the product’ has taken the ninth stance.
It is inferred from the above table that ‘Personality and Lifestyle’ has taken the first stance and
‘Quantity of the product’ has taken the ninth stance.

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TABLE 3.14 SOCIAL FACTORS

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Out dated 117 1.00 5.00 3.0598 1.15438
Defective Products 117 1.00 5.00 2.8462 1.23606
Trial 117 1.00 5.00 2.6923 1.30292
New Ingredient 117 1.00 5.00 2.4103 1.44529
Availability of the product 117 1.00 5.00 2.5385 .83603
Reference Group 117 1.00 5.00 2.7265 1.11899
Non-availability of the
117 1.00 5.00 3.1026 1.29578
expected brand
Taste Change 117 1.00 5.00 3.2479 1.51945
Brand Loyalty 117 1.00 5.00 2.1709 1.45205
Occasion 117 1.00 5.00 2.4872 .78362
Valid N (listwise) 117

Interpretation:
‘Taste Change’ has taken the first stance. ‘Non-availability of the expected brand’ has taken the
second stance. ‘Out dated’ has taken the third stance. ‘Defective Products’ has taken the fourth
stance. ‘Reference Group’ has taken the fifth stance. ‘Trial’ has taken sixth stance. ‘Availability
of the product’ has taken the seventh stance. ‘Occasion’ has taken the eighth stance. ‘New
Ingredient’ has taken the ninth stance and ‘Brand Loyalty’ has taken the tenth stance.
It is inferred from the above table that ‘Taste Change’ has taken the first stance and ‘Brand
Loyalty’ has taken the tenth stance.

TABLE 3.15 DEMOGRAPHIC FACTORS

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Locality 117 1.00 5.00 2.7607 1.03931
Family 117 1.00 5.00 2.9573 1.27572
Age 117 1.00 5.00 3.0855 1.48308
Income 117 1.00 5.00 2.6154 1.56935
Social class/status 117 1.00 5.00 2.8974 1.06175
Valid N (listwise) 117
Interpretation:
‘Age’has taken the first stance. ‘Family’ has taken the second stance. ‘Social class/status’ has
taken the third stance. ‘Locality’ has taken the fourth stance and ‘Income’ has taken the fifth
stance.

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It is inferred from the above table that ‘Age’has taken the first stance and ‘Income’ has taken the
fifth stance.

TABLE 3.16 SELF-CONCEPTS

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Labeling of the product 117 1.00 4.00 2.3932 1.09038
Quality of the product 117 1.00 5.00 2.7179 1.01579
Packaging of the product 117 2.00 5.00 3.1111 1.29174
Valid N (listwise) 117
Interpretation:
‘Packaging of the product’ has taken the first stance, ‘Quality of the product’ has taken the
second stance and ‘Labeling of the product’ has taken the third stance.
It is inferred from the above table that ‘Packaging of the product’ has taken the first stance and
‘Labeling of the product’ has taken the third stance.

TABLE 3.17 RANK THE INFLUENCING FACTORS FOR BUYING DECISION

TOWARDS FAST MOVING CONSUMER GOODS.

Ranks
Factors Mean Rank
Utility 3.08
Quality 3.09
Cost 3.03
Promotional 2.91
Brand 2.89

Interpretation:
‘Quality’ has the first stance, ‘Utility’ has the second stance, ‘Cost’ has the third stance,
‘Promotional’ has the fourth stance and ‘Brand’ has the fifth stance.
It is inferred from the above table that‘Quality’ has the first stance and ‘Brand’ has the fifth
stance.

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TABLE 3.18 LEVEL OF SATISFACTION TOWARDS THE BRANDED TEA

Descriptive Statistics
Satisfactional Factors N Minimum Maximum Mean Std. Deviation
Low cost 117 1.00 5.00 3.3932 1.36431
Necessity 117 1.00 5.00 3.4615 1.60569
Easy Availability 117 1.00 5.00 2.3504 1.03654
More Brands 117 1.00 4.00 1.6667 1.04221
Attractive Ingredients 117 1.00 4.00 2.6923 .81433
Convenient Packs 117 1.00 5.00 2.8974 1.33510
Other Reasons 117 1.00 5.00 2.8462 1.47751
Valid N (listwise) 117

Interpretation:
‘Necessity’ has the first stance, ‘Low cost’ has the second stance, ‘Convenient Packs’ has the
third stance, ‘Other Reasons’ has the fourth stance, ‘Attractive Ingredients’ has the fifth stance,
‘Easy Availability’ has the sixth stance and ‘More Brands’ has the seventh stance.
It is inferred from the above table that ‘Necessity’ has the first stance and ‘More Brands’ has the
seventh stance.

TABLE 3.19 CHI-SQUARE ANALYSIS

Factors\ Demographics Gender Age Group Locality of

Living
C.V T.V H0 C.V T.V H0 C.V T.V H0
Aroma 33.66 9.49 S 12.01 21.03 NS 33.66 9.49 S

Flavour 9.14 9.49 NS 14.79 21.03 NS 9.14 9.49 NS

Taste 3.36 9.49 NS 8.41 21.03 NS 3.36 9.49 NS

Colour of end product 17.34 9.49 S 32.25 21.03 S 17.34 9.49 S

Brand image 18.42 9.49 S 18.08 21.03 NS 18.42 9.49 S

Value added tea 32.78 9.49 S 28.89 21.03 S 32.78 9.49 S

Retailers influence 19.07 9.49 S 10.09 21.03 NS 19.07 9.49 S

Influenced by others 19.62 9.49 S 14.81 21.03 NS 19.62 9.49 S

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Reasonable price 0.95 9.49 NS 7.55 21.03 NS 0.95 9.49 NS

Timely availability 11.92 7.82 S 5.58 16.92 NS 11.92 7.82 S

Attractive packing 21.15 9.49 S 14.05 21.03 NS 21.15 9.49 S

Effective advertisement 13.50 9.49 S 9.31 21.03 NS 13.50 9.49 S

Celebrity endorsement 51.55 9.49 S 13.83 21.03 NS 51.56 9.49 S

Gift/Promotion/Strategies 36.58 9.49 S 11.50 21.03 NS 36.58 9.49 S

(C.V  Calculated Value, T.V  Table Value, S – Significant (Null Hypothesis Rejected), NS-
Not Significant (Null Hypothesis Accepted)

INFERENCE:
From the table 3.19 result inferred that,
 There is a significant relationship between Gender with Aroma, Colour of end product,
Brand image, Value added tea, Retailers influence, Influenced by others, Timely
availability, Attractive packing, Effective advertisement, Celebrity endorsement and
Gift/Promotion/Strategies.
 There is a significant relationship between Age Group with Colour of end product and
Value added tea.
 There is a significant relationship between Locality of living with Aroma, Colour of end
product, Brand image, Value added tea, Retailers influence, Influenced by others, Timely
availability, Attractive packing, Effective advertisement, Celebrity endorsement and
Gift/Promotion/Strategies.

4. FINDINDS
4.1 SIMPLE PERCENTAGE ANALYSIS

 Male respondents are by 53%.

 29.1% of the respondents are between ‘26 to 35 years’.
 27.4% of the respondents have their ‘Post Graduate’.
 21.4% of the respondents are ‘House Wife’.
 53.8% of the respondentsare living in ‘Rural’.
 32.5% of the respondentshave salary ‘Below Rs.7000’.

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 33.3% of the respondents have ‘4 members’.

 49.6% of the respondents spend ‘Below Rs.200’ for tea in a month.
 25.6% of the respondentsconsume tea ‘Three times’ a day.
 36.8% of the respondentsbuys tea ‘Fortnightly’.
 25.6% of the respondents through ‘Word of mouth’.

4.2 DESCRIPTIVE STATISTICS

 ‘Value added tea’ has the first stance and ‘Reasonable price’ takes the last stance in terms
of factors influenced to buy the branded tea.
 ‘Personality and Lifestyle’ has taken the first stance and ‘Quantity of the product’ has
taken the last stance in terms of cultural and psychological factors.
 ‘Taste Change’ has taken the first stance and ‘Brand Loyalty’ has taken the last stance in
terms of social factors.
 ‘Age’has taken the first stance and ‘Income’ has taken the last stance in terms of
demographic factors.
 ‘Packaging of the product’ has taken the first stance and ‘Labelling of the product’ has
taken the last stance in terms of self-concepts.
 ‘Quality’ has the first stance and ‘Brand’ has the last stance in terms of influencing
factors for buying decision towards fast moving consumer goods.
 ‘Necessity’ has the first stance and ‘More Brands’ has the the last stance in terms oflevel
of satisfaction towards the branded tea.

4.3 CHI-SQUARE ANALYSIS

 There is a significant relationship between Gender with Aroma, Colour of end product,
Brand image, Value added tea, Retailers influence, Influenced by others, Timely
availability, Attractive packing, Effective advertisement, Celebrity endorsement and
Gift/Promotion/Strategies.
 There is a significant relationship between Age Group with Colour of end product and
Value added tea.
 There is a significant relationship between Locality of living with Aroma, Colour of end
product, Brand image, Value added tea, Retailers influence, Influenced by others, Timely

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availability, Attractive packing, Effective advertisement, Celebrity endorsement and

Gift/Promotion/Strategies.
5. SUGGESTIONS
There is no term extant specifically coined for tea addicts and tea lovers but its buzz isn’t
down. The findings affirm that the respondents give more of preference to Word of mouth than
any other forms of endorsing. It is quite important that the tea companies keep up their quality in
a reasonable boundary of price for the consumers to act the word of mouth endorsers. It doesn’t
come as a shock that people drink tea three times a day and buy it every 2 weeks and that the
average amount spent on tea per month is 200, it is crucial for the tea manufacturers to set their
price within that boundary. People are bound to tea in such a way that they even compare the tea
they prefer to their personality and lifestyle and that they want the quantity of the product to be
reasonable. It is not novelty that people’s taste is dynamic. It is the abundance of choice that
gives them the power - power to switch over to brands. Brand loyalty isn’t something that is
instilled with the generation y and z. It can be propounded that the tea manufacturers could
excite the consumers with offers and freebies to lure in the prospects as well as prevent churns. It
is also clear that age plays a crucial role in the habit of consuming tea. It is a safe bet that the
consumption of tea is get elevated with the age. The findings have made it transparent that the
packaging of the product invites the prospects and retains the extant ones and that the labelling
should be improved. It is also a verity that it is not the brand that’s important, it’s the quality and
necessity.
6. CONCLUSION
As tea is an important aspect with people’s everyday lives, it is important to know what are the
contributing factors that help them decide brands. It is no secret that when deciding brands
people get swayed either by endorsements or by someone they know. There can be number of
reasons for the person to stick with a brand and there can be a number of reasons for the same
person to ditch the brand and switch brands. The reason can be psychological, demographical or
sometimes based on endorsements of new brands and offers. The study has analyzed and found
the reasons possible for a consumer to be swayed when deciding brands.

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