A STUDY OF CONSUMER BUYING BEHAVIOUR IN

RELATION TO CONSUMPTION OF TEA IN

COIMBATORE CITY
by

CHINNARAJA T
(207MB106)
of
BANNARI AMMAN INSTITUTE OF TECHNOLOGY

(Autonomous Institution affiliated to Anna University, Chennai

Approved by AICTE, Accredited by NBA, New Delhi and

NAAC with ‘A+’ Grade) Sathyamangalam - 638 401.

UNDER THE SUPERVISION OF

Mr. M. Freddy Chris

(Assistant Professor)

A PROJECT REPORT

Submitted to the

SCHOOL OF MANAGEMENT STUDIES

In partial fulfilment of the

requirements for the award of a degree of

MASTER OF BUSINESS ADMINISTRATION

of

ANNA UNIVERSITY, CHENNAI

JUNE 2022
 BONAFIDE CERTIFICATE

Certified that this project report titled “A study of consumer buying behaviour in

relation to consumption of tea in Coimbatore city” is a work of Mr. T.

Chinnaraja (207MB106) who carried out the research under my supervision.

Certified further, that to the best of my knowledge the work reported herein does not

form a part of any other project report or dissertation on the basis of which a degree or

award was conferred on an earlier occasion to this or any other candidate.

____________________ ________________________
Signature of supervisor Signature of Director (SMS)

Submitted for the End Semester Examination (Viva-Voce) held on:

___________________________ ___________________________
Signature of Internal Examiner Signature of External Examiner

Place: Sathyamangalam

Date:

ii
PROJECT COMPLETION CERTIFICATE

iii
 DECLARATION

I, CHINNARAJA.T(207MB106) hereby declare that the thesis entitled “A study of

consumer buying behaviour in relation to consumption of tea in Coimbatore
city” submitted to the School of Management Studies, Bannari Amman Institute of
Technology, Sathyamangalam, in partial fulfilment of the requirements for the award
of the Degree of Master of Business Administration of Anna University, Chennai
is a record of original and independent research work done by me during the year
2020-2021 under the supervision and guidance of Mr.M.Freddy Chris, Assistant
Professor, Bannari Amman Institute of Technology, Sathyamangalam and it has not
formed the basis for the award of any Degree / Diploma / Associateship / Fellowship
or other similar titles to any candidate of any University.

Signature of the Candidate

iv
 BANNARI AMMAN INSTITUTE OF TECHNOLOGY
(Autonomous Institution affiliated to Anna University, Chennai Approved by AICTE,
Accredited by NBA, New Delhi and NAAC with “A+” Grade)
Sathyamangalam - 638 401

Plagiarism Declaration Form

I hereby declare that the project report entitled “A STUDY OF CONSUMER

BUYING BEHAVIOUR IN RELATION TO COMSUMPTION OF TEA
COIMBATORE CITY” submitted in partial fulfilment of the requirements for the
award of the Degree of Master of Business Administration of Anna University,
Chennai is a record of original work done by me and the report is in compliance with
the “Guidelines for Plagiarism Checking and Submitting Plagiarism-Free PG Project
Reports” currently in force. I also declare that the contents in Plagiarism Analysis
Report and submitted Project Report are identical.

Student Details:
Name:
Roll No:
Signature:

Supervisor Details:
Supervisor Name:
Designation:
Signature:

v
 ABSTRACT

Tea is ingrained in the social, economic and cultural life of India. A day without their
favourite cup of tea is unthinkable for Indians. It is the world's most popular non-
alcoholic beverage, enjoyed by both the rich and the poor. Tea is the most widely
consumed beverage, and it is consumed at high social gatherings in many countries.
However, despite its widespread use, consumer behaviour evolves with time, and this
behaviour is influenced by a variety of elements such as brand popularity, loyalty,
aroma, colour, price, and many more. The current paper focuses on factors that
influence the behaviour of different types of tea drinkers. Samples were collected
throughout the city of Coimbatore in the state of Tamil Nadu in order to better
understand and appease the true demand and behaviour of the people towards tea. To
begin, the qualities were tested using the Chi-square test of independence to see if
there was a link between them and consumer tea consumption behaviour.
Furthermore, to determine the most important factor that influences a consumer's
decision when choosing a certain tea brand. The parametric method of estimation is
used to investigate the trend analysis using SPSS, taking into account various brands
and the variables that influence brand buying. The model is designed to investigate
the predicting abilities of factors such as popularity, loyalty, colour, and price. As a
result, the research builds a robust platform on which we can confirm the relationship
between consumer behaviour and consumption patterns using a variety of statistical
tests and focus on specific areas and characteristics of consumer behaviour in
connection to tea consumption.

vi
 ACKNOWLEDGEMENT

I am indebted to Almighty God, who showed blessings upon me to conduct

and complete the project successfully.

I would like to thank the Management of Bannari Amman Institute of

Technology for all the facilities provided to me to complete the project successfully.

I wish and express my sincere thanks to Dr. S. Murugappan, Director,

School of Management Studies (SMS), Bannari Amman Institute of Technology
for his valuable advices and timely encouragements throughout this project.

I express my sincere gratitude to my Faculty Guide Mr. M. Freddy Chris,

Assistant Professor, School of Management Studies Bannari Amman Institute of
Technology for encouraging me throughout the project and guiding me in the
preparation of the project report.

It would be incomplete without thanking the project coordinator Mr. S

Nagarajan, Assistant Professor, SMS, Bannari Amman Institute of Technology
for giving me appropriate advice and guidance throughout project.

Last but not least, I would like to thank my Parents, Friends and Teachers for
all their moral support to complete the project during this entire period.

(CHINNARAJA T)

vii
TABLE OF CONTEN

T
CHAPTER-1.................................................................................................................1

1.1 HISTORY OF TEA..............................................................................................1

1.2 TEA INDUSTRY IN INDIA................................................................................2
1.3 MAJOR PLAYERS OF TEA...............................................................................2
1.4 TEA VARIETIES.................................................................................................3
CHAPTER-2.................................................................................................................5

2. REVIEW OF LITERATURE.................................................................................5

CHAPTER 3.................................................................................................................9

3.RESEARCH METHODOLOGY............................................................................9

3.1 RESEARCH.........................................................................................................9
3.2 TYPE OF RESEARCH........................................................................................9
3.3 DATA COLLECTION.........................................................................................9
3.4 PRIMARY DATA................................................................................................9
3.5 SAMPLING SIZE AND DESIGN.....................................................................10
3.6 TOOLS OF ANALYSIS....................................................................................10
3.7 NON-PROBABILITY SAMPLING..................................................................10
3.8 SAMPLING TECHNIQUE................................................................................10
CHAPTER 4...............................................................................................................11

4. ANALYSIS & INTERPRETATION....................................................................11

4.1 RELIABILITY TEST.........................................................................................11

4.2 MANN- WHITNEY U TEST............................................................................12
4.3 KRUSKAL WALLIS TEST...............................................................................19
4.4 FREQUENCIES...................................................................................................25

4.5 SPEARMAN RANK CORRELATION TEST..................................................36

CHAPTER 5...............................................................................................................40

5.FINDINGS, SUGGESTIONS AND CONCLUSION...........................................40

5.1 FINDINGS.........................................................................................................40

viii
 5.2 SUGGESTION...................................................................................................41
5.3 CONCLUSION..................................................................................................42
REFERENCE.............................................................................................................43

PLAGARISM REPORT............................................................................................44

APPENDIX.................................................................................................................45

ix
 LIST OF TABLES
Table 3. 1 Method Used...............................................................................................10

Table 4. 2 Ranks Level of opinion towards the cash discount offer for buying a tea in
a store based on gender................................................................................................12
Table 4. 3 Test Statistics Level of opinion towards the cash discount offer for buying a
tea in a store based on gender......................................................................................12
Table 4. 4 Ranks Level of opinion towards the cashback offer for buying a tea in a
store based on gender...................................................................................................13
Table 4. 5 Test Statisticsa Level of opinion towards the cashback offer for buying a tea
in a store based on gender............................................................................................14
Table 4. 6 Ranks Level of opinion towards the Contests/Games/Prize offers for
buying a tea in a store based on gender........................................................................15
Table 4. 7 Test Statisticsa Level of opinion towards the Contests/Games/Prize offers
for buying a tea in a store based on gender..................................................................15
Table 4. 8 Ranks Level of opinion towards the Free offers for buying a tea in a store
based on gender............................................................................................................16
Table 4. 9 Test Statisticsa Level of opinion towards the Free offers for buying a tea in
a store based on gender................................................................................................17
Table 4. 10 Ranks Level of opinion towards the Seasonal Prize Reduction offers for
buying a tea in a store based on gender........................................................................18
Table 4. 11 Test Statisticsa Level of opinion towards the Seasonal Prize Reduction
offers for buying a tea in a store based on gender........................................................18
Table 4. 12 Ranks Frequent Visit for Shopping Based on Income..............................19
Table 4. 13 Test Statisticsa, b Frequent Visit for Shopping Based on Income...............20
Table 4. 14 Ranks Consumption of Tea Based on Income..........................................20
Table 4. 15 Test Statisticsa, b Consumption of Tea Based on Income...........................21
Table 4. 16 Ranks Preference of Tea Brand Based on Income....................................21
Table 4. 17 Test Statisticsa, b Preference of Tea Brand Based on Income....................22
Table 4. 18 Ranks Source of Awareness About Tea Based on Education Qualification
......................................................................................................................................23

x
Table 4. 19 Test Statistics a, b Source of Awareness About Tea Based on Education
Qualification.................................................................................................................23
Table 4. 20 Ranks Factors Influence to Buy Tea Based on Income............................24
Table 4. 21 Test Statisticsa, b Factors Influence to Buy Tea Based on Income.............24
Table 4. 22 Age............................................................................................................25
Table 4. 23 Gender.......................................................................................................26
Table 4. 24 Income.......................................................................................................27
Table 4. 25 Marital Status............................................................................................28
Table 4. 26 Education Qualification............................................................................29
Table 4. 27 Frequently visiting for purchasing............................................................31
Table 4. 28 Source of Awareness about the Tea products...........................................32
Table 4. 29 Consumption of Tea in a day....................................................................33
Table 4. 30 Tea brand you preferred the most.............................................................34
Table 4. 31 Factors influenced to buy a branded Tea..................................................35
Table 4. 32 Correlations Factors Influence to Buy Tea and Preference of Tea Brand 37
Table 4. 33 Correlation Consumption of Tea in A Day and Preference of Tea Brand 37
Table 4. 34 Correlation Source of Awareness About Tea Product and Preference of
Tea Brand.....................................................................................................................38
Table 4. 1 Reliability Statistics....................................................................................11

xi
 LIST OF FIGURES
Figure 1. Age................................................................................................................26
Figure 2 Gender............................................................................................................27
Figure 3 Income...........................................................................................................28
Figure 4 Marital Status.................................................................................................29
Figure 5 Education Qualification.................................................................................30
Figure 6 Frequency Visit Shop for Purchasing............................................................31
Figure 7 Source Awareness about the Tea Product.....................................................32
Figure 8 Consumption of Tea in a Day........................................................................33
Figure 9 Tea Brand you preferred the most.................................................................34
Figure 10 Factor Influenced to buy a branded Tea......................................................35

xii
 CHAPTER-1
1. INTRODUCTION

Tea is the most generally consumed refreshment in the United States. India and China
are the world's biggest and second-biggest makers and purchasers of tea, separately.
These nations represent half of the world's tea creation. In any case, in light of the
greatest homegrown interest, they send out considerably less than one-fourth of their
assembling. As per a beverage utilization study, tea represents 90% of all beverages
consumed. Channel Coffee Malted wellness drinks with a 4 percent liquor content 2%
immediately Coffee represents 2% of all out consumption, with carbonated sodas
representing simply more than 1%. Squashes, concentrates, and mineral water
represent an insignificant part of the admission. In India, tea manors are amassed in
the North East (Upper Assam and West Bengal) and the South (Kerala and Tamil
Naidu). 75% of the populace lives in the North East.

1.1 HISTORY OF TEA

Tea is north of 5000 years of age, having been found in 2737 BC, as per folklore. At
the point when some tea accidently caused a bubbling water dish, by a Chinese ruler.
Tea became famous in Europe and the American provinces during the 1600s. Tea has
been a piece of American culture and customs since pioneer times. Today, American
schoolchildren are finding out about the well-known Boston casual get-together. One
of the demonstrations that prompted progressive contentions was the burden of a tea
charge by the British. The two incredible commitments to the tea business by the
United States happened in this century. Chilled tea was first served at the St. Louis in
1904, and tea sacks were designed by Thomas Sullivan of New York in 1908. There
are three essential sorts of tea. Dark, green, and oolong teas are generally accessible.
Darjeeling (a combination of Himalayas tea with an appropriate bouquet for lunch)
and Pekoe orange (Ceylon tea blend is the most generally utilized tea combination).
Green tea bounces Zing the oxidation steps. It has a more sensitive taste and clear
green/yellow. Green tea cuts in the east, acquiring prevalence in the United States,
halfway for ongoing logical investigations connecting green tea utilization with the

1
gamble of disease. Oolong, famous tea in China is somewhat oxidized and is a hybrid
of dark and green tea and taste. While seasoned teas create from these three essential
teas, home grown teas don't contain genuine tea leaves, natural teas and "medication"
home grown teas are made from blossoms, bars, cases, and seeds., leaves and
underlying foundations of different plants.

1.2 TEA INDUSTRY IN INDIA

India is both the best customer and maker of tea on the planet. Tea creation represents
30% of worldwide result in the country. The main nation produces both CTC and
customary teas in significant amounts. It represents 15% of all tea sends out in the
globe. The Federation of All India Tea Traders Association appraises that creation
would arrive at 850 million kilograms this year (FAITTA). Creation hit an
unsurpassed high of 810 million kg in 1997, up from 780 million kg the earlier year.
As far as creation, South India alone delivered very nearly 180 million kg, dwarfing
Turkey and Indonesia. Darjeeling is additionally turning out to be more intrigued by
natural tea cultivating. Natural agrarian practices utilize just normal manures and
herbicides. Aside from acquiring better commodity bargains in European business
sectors, natural cultivating has likewise benefited in the maintenance of top soil and
keeping it buzzing with microorganisms, as per grower who have changed to natural
rural practices. The reception of such cycles is on the ascent as product markets like
Germany develop more tough on the quality element of premium teas. With natural
tea sends out on the ascent, most tea cultivators are thinking about changing over their
tea fields to natural cultivating. In Darjeeling, 11 nurseries have gone totally bio-
natural.

1.3 MAJOR PLAYERS OF TEA

Hindustan Lever overwhelms the bundle tea industry with a piece of the pie of north
of 45%, trailed by Tata Tea with a piece of the pie of Production hit an unsurpassed
high of 810 million kg in 1997, up from 780 million kg the earlier year. As far as
creation, South India alone delivered right around 180 million kg, dwarfing Turkey
and Indonesia. Darjeeling is additionally turning out to be more inspired by natural tea
cultivating. Natural rural practices utilize just regular composts and herbicides. Aside
from acquiring better product bargains in European business sectors, natural

2
cultivating has likewise benefited in the maintenance of top soil and keeping it
buzzing with microorganisms, as indicated by grower who have changed to natural
rural practices. The reception of such cycles is on the ascent as commodity markets
like Germany develop more tough on the quality element of premium teas. 28%. The
rest of the market is incredibly divided. Goodricke, Godfrey Phillips, and Duncan,
among others, are the absolute most unmistakable public players. Tester Choice Tea,
an exceptional item from Nestlé, has a miniscule portion of the overall industry.
Creek Bond, Red Label, and Brook Bond A1 are two of HLL's most well-known
individual brands. Creek Bond, Red Label, is focused on the exceptional market,
while Brook Bond A1 is focused on the lower market. Lipton Yellow Label, Green
Label, Taaza and Brook Bond A-1, 3 Roses, Super Dust, Top Star, Ruby Dust, and
other HLL brands are accessible in an assortment of evaluating ranges. The lead brand
of Tata Tea has a piece of the pie of 12%. Kannan Devan, Chakra Gold, Gemini,
Agni, Lucky Cup, and other Tata tea brands are accessible. The southern market is the
place where the greater part of Tata Tea's brands has a more grounded presence. Its
Agni image has seen extraordinary volume advancement, selling more than 1 million
kilograms every month. Duncan's most notable brands are twofold precious stone,
Rangeeli, Gold Cup, Diamond Dust, Shakti, and Sargam, among others. In the bundle
tea region, Duncan has a 9% portion of the overall industry. Duncan’s has a huge
presence in India's northern and western states. Godfrey Phillip started selling free
mixed tea in an upmarket Delhi store named Tea City. In both the homegrown and
global business sectors, the organization currently sells bundle tea under the Tea City
brand name. The tea delivered by GPI is essentially traded to Oman where it has a 3%
piece of the pie around here. The organization likewise expects to make a big
appearance its image in the United Arab Emirates. GPI sells tea under the Super Cup,
Utsav and Symphony, and Swan Lake brands in the homegrown market. At any point
prepared (previously McLeod Russell) has been forcefully advertising its Tez image
and has helped its media financial plan. Waugh Bakri, AVT, Girnar, Society,
Hasmukhri, and other notable tea brands are among them.

1.4 TEA VARIETIES

Depending on the apparent colour, tea can be distinguished as Green or Black.
Synthetic black tea has a stronger flavour and liquor due to the deliberate

3
fermentation of leaf juice. Green tea, which is made synthetically by stopping
fermentation, is gentle and appears to have therapeutic properties. Leaf tea can be
processed in two ways: conventional or CTC (crush, tear, and curl), which involves a
higher level of fermentation. Tea quality is determined by factors such as liquid,
aroma/flavour, and leaf appearance. Tea is also labelled according to its growing
region. Darjeeling Tea, Assam Tea, Dooars Tea, Ceylon Tea, Chinese Tea, and
Kenyan Tea are the most common location types. Six sections have been created for
the gift observe. The Survey of Literature is the focus of the second segment. The
observer's intentions are narrated in the 0.33 portion. The study's methodology was
described in the fourth segment. The fifth segment discusses the appraisal of the facts.
In the sixth part, the significant findings arising from the observation are presented.

4
 CHAPTER-2

2. REVIEW OF LITERATURE

With the disclosure of wild tea plants in Assam in the early piece of the nineteenth
century, the Indian Tea industry was conceived. Tea was bit by bit developed,
neighbourhood tea markets emerged, and tea organizations emerged. Prior to being
unloaded, the tea is at long last pressed into wooden chests or jute packs for
conveyance to distribution centres. Tea from the nurseries is additionally bundled and
delivered to wholesalers in customer parcels. India acquires a major organization of
tea makers, dealers, wholesalers, barkers, exporters, and packers as one of the world's
top tea makers. India's tea business utilizes one of the country's biggest labour forces.
Tea is one of the world's most famous and charming refreshments. India is one of the
world's biggest tea makers on the planet. Tea is being developed high reach in
northern and southern India.

Tea report (2006) The consumption pattern of tea in the country was briefly
discussed, as well as customer perceptions of tea consumption. It looked at brand
loyalty and individual perceptions when it came to buying and drinking tea. It also
highlighted the impact of advertising on consumers and retailers, as well as the
availability of various products.
brands available on the market

Ramanuj Majumder (2010) The need of understanding the buyer to help advertisers
was featured long, and a few live instances of urban areas where advertisers in India
have utilized information on shopper conduct to develop their it was referred to
showcase procedures. He additionally talked about navigation and the hypothetical
underpinnings of customer conduct, as well as giving various common-sense bits of
knowledge into the Indian market.

Ronald A. Fullerton (1994) One episode of purchaser conduct research was

investigated, with extraordinary centre devoted to their review, "Tea and the

5
Viennese." The review coordinated quantitative and subjective examinations, showing
a phenomenally elevated degree of ability in assessing customer experience.

Market Analysis report (2010) was ordered utilizing information from an assortment
of sources. Its significant objective is to give information about Peruvian shopper
conduct and mentalities, as well as their impression of food merchandise. This
information could be important in helping Canadian organizations with their
commodity designs and acquiring a strategic advantage in Peruvian business sectors.

Khawas (2006) stated in his study on Darjeeling tea workers and their inadequate
educational, sanitary, housing, and health conditions. Garden labourers' income,
livelihood patterns, and alternative skills were also highlighted in the study. The
research was carried out at Darjeeling's three tea farms. According to the findings,
electrical connections varied from garden to garden, with roughly half of the garden
households having access to electricity. Primary schooling was determined to be
unsatisfactory in the majority of situations. The plantation management was not
supplied with health-care facilities as required by the Act. Only 1.3 percent of the tea
garden community's inhabitants received a high school diploma, according to the
report.

Sarkar (2008) In the tea business of Bengal, the process of transitioning from a
formal to an informal labour market was discussed. He stated in his analysis that
globalisation was the primary cause of such changes in the labour market. According
to the report, tea plantations were unable to overcome their costs, particularly labour
costs, as a result of global economic shifts. Tea estate management devised labour
flexibility solutions to reduce such costs, however this was not practicable due to
legislation. The tea plantation's management, on the other hand, rebuilt their
manufacturing process in a manner comparable to that of small tea growers. Except
for the payment of wages to employees and the engagement of labour as needed,
small farmers have limited obligation. As a result of this practise the informal labour
market is directly linked to casual workforces.

6
Choudhary and Tayal (2010) They concentrated their research on the plantation
management's permanent labour recruitment. According to the findings, unionisation
and labour legislation in the tea plantation industry are not performing as predicted in
terms of improving labour conditions. According to the study, Kenya and China are
putting a lot of pressure on Sri Lanka's and India's tea industries. The study stressed
the importance of improving the economic and social status of tea workers in order to
compete in the global market.

Medok and Goowalla (2015) The main reasons of industrial disputes in the tea
business were investigated, as well as how to build good relations between workers
and employers. Thirteen tea estates were chosen for the study, with ten members
picked from each tea estate. Wages and allowances, bonus, working conditions,
retrenchment, political influences, and poor grievance redress methods were identified
as the key causes of poor industrial relations in the tea estates, according to the study.
According to the findings, there are generally bad interactions between management
and employees.

Srinivasan (2016) The varied difficulties of labourers in the tea estates in Tamil
Nadu's Nilgiris district were investigated. The investigation focused on their
deplorable living conditions and low wages. According to the study, 77.1 percent of
workers are not protected by social security, and 94.7 percent of workers earn
between Rs. 3000 and Rs. 4000. The Plantation Labour Act, as well as the Tamil
Nadu Plantation Labour Act, did not cover all of the workers. The study also
recommended that the Act be revised and adopted quickly, that the industry be
brought under a single comprehensive legislation, that a separate committee be
formed, and that thorough research and development be conducted.

Moonesha Pachauri (2002) fabricated a structure for concentrating on shopper

conduct, and it's really smart to begin by pondering the development of buyer
research and the different ideal models of thought that have affected the subject.
Generally speaking, it is expressed that buyer conduct research is quick advancing as

7
scholastics find and apply new methodologies and cross-disciplinary perspectives to
all the more likely get the idea of procurement and utilization conduct. This expansive
point of view tries to get buyer conduct with regards to quickly evolving lives, values,
objectives, and social circumstances.

8
 CHAPTER 3

3.RESEARCH METHODOLOGY

3.1 RESEARCH
In this chapter we are going to discuss on the research methodology which has
research design, sample design, population, sample unit, sample size, sample frame,
sampling technique, statistical tool and tools of analysis. We are going to use
frequency analysis, reliability analysis, Mann Whitney, Kruskal Wallis test and
correlation were all used in the study. In statistics, of responses are referred to
frequencies. The normality test determines whether or not the data is naturally
distributed. The Kruskal Wallis test is a non-parametric test for determining whether
samples are drawn from the same distribution. Correlation analysis is used to
determine the strength of relationship between two quantitative variables. The basic
idea is that it gives an idea of how often specific responses occur in a population.

3.2 TYPE OF RESEARCH

In this study, the descriptive analysis method was applied. Descriptive research
includes surveys and many types of truth-finding inquiries. In social and business
technology studies, the time period is frequently used. T the researcher has no control
over the variables, he does have control over the file, which is the most significant
component of the procedure. What has happened or is happening now. Data from the
present and past, as well as analysis of publications, interviews, surveys, and other
research methods, may be used in the analysis.

3.3 DATA COLLECTION

The information is gathered from a primary source. On the subject of Consumer
buying behaviour of Tea, data is gathered.

3.4 PRIMARY DATA

Initial statistics that we collect ourselves are primary knowledge. Primary for the
compilation of information is also completed together by sending the google forms
(using mails and WhatsApp)

9
3.5 SAMPLING SIZE AND DESIGN
A sample of 103 responses were collected to the primary data and the data were
collected using the standard questionnaire by sending the google forms (using mails
and WhatsApp).

3.6 TOOLS OF ANALYSIS

The primary data for research is collected using the questionnaire as a survey in which
the respondents were requested to answer to the question asked. The questionnaire
was divided into two sections. Demographic data which includes name, age, gender
and location. The next section is to known about the consumer buying behaviour of
tea.

3.7 NON-PROBABILITY SAMPLING

Non-probability sampling is a type of sampling in which the researcher chooses
samples based on personal preferences rather than random selection. The survey does
not represent the entire population.

3.8 SAMPLING TECHNIQUE

Sampling technique used in this study is simple random sampling, in which
respondents are chosen random in Coimbatore city.

Table 3. 1 Method Used

Research design Descriptive Research

Method of sampling Non-Probability
Sample design Simple Sampling
Population From age 18 to above 50
Sampling size 103
Data collection Primary Data
Data Analysis Frequency, Reliability Analysis, Mann –
Whitney Test, Kruskal Wallis Test,
Correlation

10
 CHAPTER 4

4. ANALYSIS & INTERPRETATION

4.1 RELIABILITY TEST

Hypothesis formulation

Null Hypothesis(H0): There is no deviation in the normal distribution of the data.

(>0.05)

Alternate Hypothesis (H1): There is deviation in the normal distribution of the data.
(<0.05)

Decision Rule

For this society study the researcher adopts α = 5%.

If the asymptotic significance value for the test statistic is less than α = 5% then

accept H0

Test Statistic: Reliability test – Explore using SPSS

Cronbach's Alpha N of Items

.564 14

Table 4. 1 Reliability Statistics

INTERPRETATION

To obtain a high-quality research result, valid instruments and reliable research are
needed. Reliability is a criterion for determining whether or not a data collection
instrument is accurate. As a result, the study's data must be checked for reliability and
validity. Cronbach's alpha is a scale reliability metric. It is a function of the number of
items in a test, the average covariance between the pair of items and the variance of
the table. Cronbach's alpha is a number that ranges from 0 to 1, with higher values

11
suggesting more data consistency and reliability and lower values indicating less data
consistency and reliability.

From the above output table, the Cronbach’s alpha is 0.564 which basically indicates
a higher level of reliability and consistency of data used for this study

4.2 MANN- WHITNEY U TEST

Mann Whitney U test is used to compare difference between two independent groups
when the dependent variable is either ordinal or continuous, but not normally
distributed.

4.2.1 Level of opinion towards the cash discount offer for buying a tea in a store
based on gender

Mann-Whitney Test

Gender N Mean Rank Sum of Ranks

Male 80 52.88 4230.00

Level of opinion towards the
offers for buying Tea in a Female 23 48.96 1126.00
store [Cash Discount]
Total 103

Table 4. 2 Ranks Level of opinion towards the cash discount offer for buying a
tea in a store based on gender

Level of opinion
towards the offers
for buying Tea in a
store [Cash
Discount]

Mann-Whitney U 850.000

Wilcoxon W 1126.000

Z -.608

Asymp. Sig. (2-tailed) .543

12
 Table 4. 3 Test Statistics Level of opinion towards the cash discount offer for
buying a tea in a store based on gender

Formulation of Hypothesis

Null Hypothesis: There is no statistical difference between Cash discount offers for
buying a tea based on gender.

Alternate Hypothesis: There is a statistical difference between cash discount offers

for buying a tea based on gender.

Level Of Significance: For social studies mostly, the researchers keep the level of
significance as alpha=0.05

INTERPRETATION

Based on the Man Whitney test result, we found that the P value is > 0.05 i.e., 0.543,
So we Accept Null hypothesis. Which means that the cash discount offers for buying
a tea and gender are same.

4.2.2 Level of opinion towards the cashback offer for buying a tea in a store
based on gender

Gender N Mean Rank Sum of Ranks

Male 80 53.71 4297.00

Level of opinion towards the
offers for buying Tea in a store Female 23 46.04 1059.00
[Cash Back Offer]
Total 103

Table 4. 4 Ranks Level of opinion towards the cashback offer for buying a tea in
a store based on gender

13
 Level of opinion
towards the offers
for buying Tea in a
store [Cash Back
Offer]

Mann-Whitney U 783.000

Wilcoxon W 1059.000

Z -1.139

Asymp. Sig. (2-tailed) .255

Table 4. 5 Test Statisticsa Level of opinion towards the cashback offer for buying
a tea in a store based on gender

Formulation of Hypothesis

Null Hypothesis: There is no statistical difference between Cash back offers for
buying a tea based on gender.

Alternate Hypothesis: There is a statistical difference between cash back offers for
buying a tea based on gender.

Level Of Significance: For social studies mostly, the researchers keep the level of
significance as alpha=0.05

INTERPRETATION

Based on the Man Whitney test result, we found that the P value is > 0.05 i.e., 0.255,
So we Accept Null hypothesis. Which means that the cash back offers for buying a tea
and gender are same.

14
4.2.3 Level of opinion towards the Contests/Games/Prize offers for buying a tea
in a store based on gender

Gender N Mean Rank Sum of Ranks

Level of opinion towards the Male 80 51.79 4143.00

offers for buying Tea in a store

Female 23 52.74 1213.00
[Contests/Games/Prize
Schemes] Total 103

Table 4. 6 Ranks Level of opinion towards the Contests/Games/Prize offers for

buying a tea in a store based on gender

Level of opinion
towards the offers
for buying Tea in a
store
[Contests/Games/Pr
ize Schemes]

Mann-Whitney U 903.000

Wilcoxon W 4143.000

Z -.141

Asymp. Sig. (2-tailed) .888

Table 4. 7 Test Statisticsa Level of opinion towards the Contests/Games/Prize

offers for buying a tea in a store based on gender

Formulation of Hypothesis

Null Hypothesis: There is no statistical difference between Contest/Games/Prize

offers for buying a tea based on gender.

15
Alternate Hypothesis: There is a statistical difference between Contest/Games/Prize
offers for buying a tea based on gender.

Level Of Significance: For social studies mostly, the researchers keep the level of
significance as alpha=0.05

INTERPRETATION

Based on the Man Whitney test result, we found that the P value is > 0.05 i.e., 0.888,
So we Accept Null hypothesis. Which means that the Contest/Games/Prize offers for
buying a tea and gender are same.

4.2.4 Level of opinion towards the Free offers for buying a tea in a store based on
gender

Gender N Mean Rank Sum of Ranks

Male 80 50.86 4069.00

Level of opinion towards the
offers for buying Tea in a store Female 23 55.96 1287.00
[Free offer]
Total 103

Table 4. 8 Ranks Level of opinion towards the Free offers for buying a tea in a
store based on gender

16
 Level of opinion
towards the offers
for buying Tea in
a store [Free offer]

Mann-Whitney U 829.000

Wilcoxon W 4069.000

Z -.804

Asymp. Sig. (2-tailed) .422

Table 4. 9 Test Statisticsa Level of opinion towards the Free offers for buying a
tea in a store based on gender

Formulation of Hypothesis

Null Hypothesis: There is no statistical difference between Free offers for buying a
tea based on gender.

Alternate Hypothesis: There is a statistical difference between Free offers for buying
a tea based on gender.

Level Of Significance: For social studies mostly, the researchers keep the level of
significance as alpha=0.05

INTERPRETATION

Based on the Man Whitney test result, we found that the P value is > 0.05 i.e., 0.422,
So we Accept Null hypothesis. Which means that the Free offers for buying a tea and
gender are same.

4.2.5 Level of opinion towards the Seasonal Prize Reduction offers for buying a
tea in a store based on gender

17
 Gender N Mean Rank Sum of Ranks

Male 80 50.63 4050.50

Level of opinion towards the
offers for buying Tea in a store Female 23 56.76 1305.50
[Seasonal prize Reduction]
Total 103

Table 4. 10 Ranks Level of opinion towards the Seasonal Prize Reduction offers
for buying a tea in a store based on gender

Level of opinion
towards the offers
for buying Tea in
a store [Seasonal
prize Reduction]

Mann-Whitney U 810.500

Wilcoxon W 4050.500

Z -.899

Asymp. Sig. (2-tailed) .368

Table 4. 11 Test Statisticsa Level of opinion towards the Seasonal Prize

Reduction offers for buying a tea in a store based on gender

Formulation of Hypothesis

Null Hypothesis: There is no statistical difference between Seasonal Prize Reduction

offers for buying a tea based on gender.

Alternate Hypothesis: There is a statistical difference between Seasonal Prize

Reduction offers for buying a tea based on gender.

18
Level Of Significance: For social studies mostly, the researchers keep the level of
significance as alpha=0.05

INTERPRETATION

Based on the Man Whitney test result, we found that the P value is > 0.05 i.e., 0.368,
So we Accept Null hypothesis. Which means that the Seasonal Prize Reduction offers
for buying a tea and gender are same.

4.3 KRUSKAL WALLIS TEST

Kruskal Wallis Test is a non-parametric test which have been used when the
assumptions for one-way Anova is not been met. Both these tests are done to find out
the statistical difference between the continuous dependent variable by categorical
independent variable. For Kruskal Wallis the independent variables group must be 51
more than two. Kruskal Wallis can be used for both continuous and ordinal dependent
variable. The P-Value for Kruskal Wallis is 0.05

4.3.1 FREQUENT VISIT FOR SHOPPING BASED ON INCOME

Income N Mean Rank

RS 10000 - Rs 20000 35 53.10

Rs 21000 - Rs 30000 36 50.83

frequently you visit shop for

Rs 31000 - Rs 40000 24 47.58
purchasing

Above 40000 8 65.69

Total 103

Table 4. 12 Ranks Frequent Visit for Shopping Based on Income

19
 frequently you
visit shop for
purchasing

Chi-Square 2.743

Df 3

Asymp. Sig. .433

Table 4. 13 Test Statisticsa, b Frequent Visit for Shopping Based on Income

Formulation of Hypothesis

Null Hypothesis: There is no statistical difference between Frequent visit for

shopping based on income.

Alternate Hypothesis: There is a statistical difference between Frequent visit for

shopping based on income.

INTERPRETATION:

As per output the asymptotic significant value is greater. Hence, we accept the null
hypothesis. From this we conclude that there is no statistical difference of Frequent
visit for shopping and Income.

4.3.2 CONSUMPTION OF TEA BASED ON INCOME

20
 Income N Mean Rank

RS 10000 - Rs 20000 35 41.36

Rs 21000 - Rs 30000 36 54.11

Consumption of Tea in a day Rs 31000 - Rs 40000 24 59.73

Above 40000 8 65.88

Total 103

Table 4. 14 Ranks Consumption of Tea Based on Income

Consumption of
Tea in a day

Chi-Square 8.972

Df 3

Asymp. Sig. .030

Table 4. 15 Test Statisticsa, b Consumption of Tea Based on Income

Formulation of Hypothesis

Null Hypothesis: There is no statistical difference between Consumption of Tea

based on income.

Alternate Hypothesis: There is a statistical difference between Consumption of Tea

based on income.

INTERPRETATION:

As per output the asymptotic significant value is greater. Hence, we accept the null
hypothesis. From this we conclude that there is no statistical difference of
Consumption of Tea and Income.

4.3.3 PREFREENCE OF TEA BRAND BASED ON INCOME

21
 Income N Mean Rank

RS 10000 - Rs 20000 35 45.99

Rs 21000 - Rs 30000 36 55.90

Tea brand you preferred the most Rs 31000 - Rs 40000 24 50.29

Above 40000 8 65.88

Total 103

Table 4. 16 Ranks Preference of Tea Brand Based on Income

Tea brand you

preferred the most

Chi-Square 4.400

Df 3

Asymp. Sig. .221

Table 4. 17 Test Statisticsa, b Preference of Tea Brand Based on Income

Formulation of Hypothesis

Null Hypothesis: There is no statistical difference between Preference of Tea brand

based on income.

Alternate Hypothesis: There is a statistical difference between Preference of Tea

brand based on income.

INTERPRETATION:

As per output the asymptotic significant value is greater. Hence, we accept the null
hypothesis. From this we conclude that there is no statistical difference of Preference
of Tea brand and Income.

22
4.3.4 SOURCE OF AWARENESS ABOUT TEA BASED ON EDUCATION
QUALIFICATION

Education Qualification N Mean Rank

SSLC 5 50.90

HSC 17 52.53

Source of Awareness about the

UG 36 52.71
Tea products

PG 45 51.36

Total 103

Table 4. 18 Ranks Source of Awareness About Tea Based on Education Qualification

Source of
Awareness about
the Tea products

Chi-Square .057

Df 3

Asymp. Sig. .996

Table 4. 19 Test Statisticsa, b Source of Awareness About Tea Based on Education

Qualification

Formulation of Hypothesis

Null Hypothesis: There is no statistical difference between Source of Awareness

about Tea based on Education Qualification.

Alternate Hypothesis: There is a statistical difference between Source of Awareness

about Tea based on Education Qualification.

INTERPRETATION:

23
As per output the asymptotic significant value is greater. Hence, we accept the null
hypothesis. From this we conclude that there is no statistical difference of Source of
Awareness about Tea based on Education Qualification.

4.3.5 FACTORS INFLUENCE TO BUY TEA BASED ON INCOME

Income N Mean Rank

RS 10000 - Rs 20000 35 58.89

Rs 21000 - Rs 30000 36 48.03

Factors influenced to buy a

Rs 31000 - Rs 40000 24 52.73
branded Tea

Above 40000 8 37.56

Total 103

Table 4. 20 Ranks Factors Influence to Buy Tea Based on Income

Factors influenced
to buy a branded
Tea

Chi-Square 4.584

Df 3

Asymp. Sig. .205

Table 4. 21 Test Statisticsa, b Factors Influence to Buy Tea Based on Income

Formulation of Hypothesis

24
Null Hypothesis: There is no statistical difference between Factor Influence to buy
Tea based on income.

Alternate Hypothesis: There is a statistical difference between Factor Influence to

buy Tea based on income.

INTERPRETATION:

As per output the asymptotic significant value is greater. Hence, we accept the null
hypothesis. From this we conclude that there is no statistical difference of Factor
Influence to buy Tea based on income.

4.4 FREQUENCIES

Frequency Analysis is a component of descriptive statistics. Frequency refers to how

many times an event happens. The analysis becomes a vital area f statistic which
considers with the count of event and it studies the measure of dispersion, central
tendency, percentiles.

4.4.1 AGE

Frequency Percent Valid Percent Cumulative

Percent

21-30 79 76.7 76.7 76.7

31-40 16 15.5 15.5 92.2

Valid 41-50 6 5.8 5.8 98.1

Above 50 2 1.9 1.9 100.0

Total 103 100.0 100.0

Table 4. 22 Age

25
 Figure 1. Age

INTERPRETATION:

Out of the 103 respondents, 76.7% are in the age group of 20-30 years. 15.5% are in
the age group of 31-40 Years. 5.8% are in the age group from 41-50 years. 1.9% are
in the age group from the 50 years above.

4.4.2 GENDER

Frequency Percent Valid Percent Cumulative

Percent

Male 80 77.7 77.7 77.7

Valid Female 23 22.3 22.3 100.0

Total 103 100.0 100.0

Table 4. 23 Gender

26
 Figure 2 Gender

INTERPRETATION:

Out of the 103 respondents, 77.7% respondents are the male, 23.3% respondents are
the female.

4.4.3 INCOME

Frequency Percent Valid Percent Cumulative

Percent

RS 10000 - Rs 20000 35 34.0 34.0 34.0

Rs 21000 - Rs 30000 36 35.0 35.0 68.9

Valid Rs 31000 - Rs 40000 24 23.3 23.3 92.2

Above 40000 8 7.8 7.8 100.0

Total 103 100.0 100.0

Table 4. 24 Income

27
 Figure 3 Income

INTERPRETATION:

Out of the 103 respondents, 34.0% respondents’ income level is Rs 10000 – Rs

20000, 35.0% respondents’ income level is Rs 21000 – Rs 30000, 23.3% respondents’
income level is Rs 31000 – Rs 40000, 7.8% respondents’ income level is Rs 40000
and above.

4.4.4 MARITAL STATUS

Frequency Percent Valid Percent Cumulative

Percent

Single 73 70.9 70.9 70.9

Valid Married 30 29.1 29.1 100.0

Total 103 100.0 100.0

Table 4. 25 Marital Status

28
 Figure 4 Marital Status

INTERPRETATION:

Out of the 103 respondents, 70.9% respondents are the single (Unmarried), 29.1%
respondents are the Married.

4.4.5 EDUCATION QUALIFICATION

Frequency Percent Valid Percent Cumulative

Percent

SSLC 5 4.9 4.9 4.9

HSC 17 16.5 16.5 21.4

Valid UG 36 35.0 35.0 56.3

PG 45 43.7 43.7 100.0

Total 103 100.0 100.0

Table 4. 26 Education Qualification

29
 Figure 5 Education Qualification

INTERPRETATION:

Out of the 103 respondents, 4.9% respondents are completed SSLC, 16.5%
respondents are completed HSC, 35.0% respondents are completed UG, 43.7%
respondents are completed PG

30
4.4.6 FREQUENTLY VISIT SHOPPING

Frequency Percent Valid Percent Cumulative

Percent

Daily 24 23.3 23.3 23.3

Weekly 52 50.5 50.5 73.8

Valid
Monthly 27 26.2 26.2 100.0

Total 103 100.0 100.0

Table 4. 27 Frequently visiting for purchasing

Figure 6 Frequency Visit Shop for Purchasing

INTERPRETATION:

Out of the 103 respondents, 23.3% respondents are Frequently visit shopping Daily,
50.5% respondents are Frequently visit shopping Weekly, 26.2% respondents are
Frequently visit shopping Monthly.

31
4.4.7 SOURCE OF AWARENESS ABOUT TEA BRAND

Frequency Percent Valid Percent Cumulative

Percent

Friends & Relatives 27 26.2 26.2 26.2

Newspaper 25 24.3 24.3 50.5

Valid Television 29 28.2 28.2 78.6

Advertisement 22 21.4 21.4 100.0

Total 103 100.0 100.0

Table 4. 28 Source of Awareness about the Tea products

Figure 7 Source Awareness about the Tea Product

INTERPRETATION:

Out of the 103 respondents, 26.2% respondents are Source of Awareness through
Friends & Relatives, 24.3% respondents are Source of Awareness through
Newspaper, 28.2% respondents are Source of Awareness through Television, 21.4%
respondents are Source of Awareness through Advertisement.

32
4.4.8 CONSUMPTION OF TEA IN A DAY

Frequency Percent Valid Percent Cumulative

Percent

Once 17 16.5 16.5 16.5

Twice 47 45.6 45.6 62.1

Valid Thrice 22 21.4 21.4 83.5

More than thrice 17 16.5 16.5 100.0

Total 103 100.0 100.0

Table 4. 29 Consumption of Tea in a day

Figure 8 Consumption of Tea in a Day

33
INTERPRETATION:

Out of the 103 respondents, 16.6% respondents are consumption of tea in a day Once,
45.6% respondents are consumption of tea in a day Twice,21.4% respondents are
consumption of tea in a day Thrice, 16.5% respondents are consumption of tea in a
day More than thrice.

4.4.9 PREFERENCE OF TEA BRAND

Frequency Percent Valid Percent Cumulative

Percent

3 Roses 43 41.7 41.7 41.7

Tata 24 23.3 23.3 65.0

Valid
Avt 36 35.0 35.0 100.0

Total 103 100.0 100.0

Table 4. 30 Tea brand you preferred the most

Figure 9 Tea Brand you preferred the most

34
INTERPRETATION:

Out of the 103 respondents, 41.7% respondents are Preferred tea brand 3 Roses,
23.3% respondents are Preferred tea brand Tata, 35.0% respondents are Preferred tea
brand Avt.

4.4.10 FACTORS INFLUNENCED TO BUY TEA

Frequency Percent Valid Percent Cumulative

Percent

Taste 27 26.2 26.2 26.2

Brand Image 24 23.3 23.3 49.5

Price 19 18.4 18.4 68.0

Valid
Attractive Packing 17 16.5 16.5 84.5

Effective Advertisement 16 15.5 15.5 100.0

Total 103 100.0 100.0

Table 4. 31 Factors influenced to buy a branded Tea

Figure 10 Factor Influenced to buy a branded Tea

35
INTERPRETATION:

Out of the 103 respondents, 26.2% respondents are Factor influenced to buy Tea
based on Taste, 23.3% respondents are Factor influenced to buy Tea based on Brand
Image,18.4% respondents are Factor influenced to buy Tea based on Price, 16.5%
respondents are Factor influenced to buy Tea based on Attractive Packing, 15.5%
respondents are Factor influenced to buy Tea based on Effective Advertisement.

4.5 SPEARMAN RANK CORRELATION TEST

Spearman’s rank correlation measures the strength and direction of association
between two ranked variables. It basically gives the measure of monotonicity of the
relation between two variables i.e., how well the relationship between two variables
could be represented using a monotonic function.

4.5.1 FACTORS INFLUENCE TO BUY TEA AND PREFERENCE OF TEA

BRAND

Formulation of Hypothesis

Null hypothesis(H0) There is no significant association between Factors influence to

buy Tea and preference of Tea Brand.

Alternate hypothesis(H1) There is significant association between Factors influence to

buy Tea and preference of Tea Brand.

36
 Correlations

Factors Tea brand you

influenced to buy preferred the most
a branded Tea

Pearson Correlation 1 -.055

Factors influenced to buy a
Sig. (2-tailed) .581
branded Tea
N 103 103

Pearson Correlation -.055 1

Tea brand you preferred the

Sig. (2-tailed) .581
most
N 103 103

Table 4. 32 Correlations Factors Influence to Buy Tea and Preference of Tea

Brand

INTERPRETATION:

Since the significant value for spearman rank correlation value greater than 0.05 so
we accept null hypothesis and reject the alternate. Hence the Factors influence to buy
Tea and preference of Tea Brand.

4.5.2 CONSUMPTION OF TEA IN A DAY AND PREFERENCE OF TEA

BRAND

Formulation of Hypothesis

Null hypothesis(H0) There is no significant association between Consumption of Tea

and preference of Tea Brand.

Alternate hypothesis(H1) There is significant association between Consumption of

Tea and preference of Tea Brand.

37
 Consumption of Tea brand you
Tea in a day preferred the most

Pearson Correlation 1 .313**

Consumption of Tea in a day Sig. (2-tailed) .001

N 103 103

Pearson Correlation .313** 1

Tea brand you preferred the

Sig. (2-tailed) .001
most

N 103 103

Table 4. 33 Correlation Consumption of Tea in A Day and Preference of Tea

Brand

INTERPRETATION:

Since the significant value for spearman rank correlation value greater than 0.05 so
we accept null hypothesis and reject the alternate. Hence the Consumption of Tea and
preference of Tea Brand.

4.5.3 SOURCE OF AWARENESS ABOUT TEA PRODUCT AND

PREFERENCE OF TEA BRAND

Formulation of Hypothesis

Null hypothesis(H0) There is no significant association between Source of Awareness

about Tea Product and preference of Tea Brand.

Alternate hypothesis(H1) There is significant association between Source of

Awareness about Tea Product and preference of Tea Brand.

38
 Correlations

Source of Tea brand you

Awareness about preferred the most
the Tea products

Pearson Correlation 1 .103

Source of Awareness about the

Sig. (2-tailed) .301
Tea products

N 103 103

Pearson Correlation .103 1

Tea brand you preferred the

Sig. (2-tailed) .301
most

N 103 103

Table 4. 34 Correlation Source of Awareness About Tea Product and Preference

of Tea Brand

INTERPRETATION:

Since the significant value for spearman rank correlation value greater than 0.05 so
we accept null hypothesis and reject the alternate. Hence the Source of Awareness
about Tea Product and preference of Tea Brand.

39
 CHAPTER 5

5.FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

 Most of the responds are weekly visit shop for purchasing

 Most of the responds are source of awareness about tea products through

Television

 Most of the responds are not interested in Newspaper promotion

 Most of the responds are like to drink tea twice a day

 Age 31-40 are like to drink tea thrice a day

 Most of the responds are preferred 3 Rosses tea

 Most of the responds are not interested in Tata tea

 Cash discount offers are most preferred by customers for buying tea

 Contest/Games offers are not preferred by consumer for buying tea

 Most of the responds are influenced to buy branded tea by taste

 Flavoured Tea is one of the most influenced to buy branded tea

 Most of the responds are not considered about price when there is Taste and

Flavoured tea

40
5.2 SUGGESTION

There is no term surviving explicitly authored for tea junkies and tea darlings yet its
buzz isn't down. The discoveries attest that the respondents give a greater amount of
inclination to Word of mouth than some other types of supporting. It is very critical
that the tea organizations keep up their quality in a sensible limit of cost for the buyers
to act the verbal exchange endorsers. It doesn't actually come as a shock that
individuals drink tea three times each day and get it like clockwork and that the
normal sum spent on tea each month is 200, it is pivotal for the tea producers to set
their cost inside that limit. Individuals are bound to tea so that they even look at the
tea they like to their character and way of life and that they believe the amount of the
item should be sensible. Not curiosity individuals' taste is dynamic. It is the wealth of
decision that empowers them - ability to switch over to brands. Brand reliability isn't
something that is imparted with the age y and z. It very well may be propounded that
the tea makers would be able energize the customers with offers and gifts to draw in
the possibilities as well as forestall agitates. It is additionally evident that age assumes
a vital part prone to consume tea. It is almost guaranteed that the utilization of tea is
get raised with the age. The discoveries have made it straightforward that the bundling
of the item welcomes the possibilities and holds the surviving ones and that the
naming bought to be moved along. It is additionally a verity that it isn't the brand that
is significant, it's the quality and need.

41
5.3 CONCLUSION

Tea is a famous drink and because of its broad utilization overall buyer turns out to be
exceptionally fastidious or specific about the brand and nature of the tea. The
awareness about the drink quality adds to many variables like notoriety of the tea
brand, variety, taste, cost and so forth. The whole review is made to see if this large
number of variables like notoriety of specific tea brand, variety, fragrance, cost and
brand steadfastness truly impacts tea utilization conduct of a purchaser. This
multitude of characteristics/qualities are exceptionally capable with tea utilization.
Our review demonstrates that while considering a specific tea brand things like
ubiquity of a specific tea brand, devotion towards explicit brand and other subjective
elements like tone, taste and so forth are related while picking that specific brand. A
shopper relies absolutely upon these whole factors for picking a particular brand of
his/her need. The broad review is done Coimbatore city and an unmistakable end can
be drawn from the measurable investigation that every one of the social characteristics
profoundly impact buyer's tea utilization conduct. This concentrate additionally
legitimizes a nearby relationship of shopper conduct with utilization design. The
essential overview depicts altogether the way that credits like brand steadfastness
exists especially in buyer and the concentrate additionally portrays brand
dependability as the ruling ascribes among all. Generally, the review shows an
unmistakable understanding in the space of shopper purchasing conduct.

42
 REFERENCE

 Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2010). Consumer behavior.

Orlando: Harcourt College Publishers.
 Majumder Ramanuj (2010). Consumer Behaviour: insights from Indian
Market.
 Misra Shib Narayan: Tea Industry in India, New Delhi, Ashish Publishing
House,2012.
 Monoharan S.: Indian Tea, New Delhi. S. Chand & Co. PVT LTD, 2011
 Moorthy, S., Ratchford, B. T. & Talukdar, D. (2009). Consumer information
search revisited: Theory and empirical analysis. Journal of Consumer
Research.
 Mukley & Sharma (ed): Tea Culture, Processing & Marketing, New Delhi,
Oxford University Press& B>H Publishing Co. PVT. Ltd.2010.
 Pachauri Moonesha (2002): Consumer Behaviour; The Marketing Review
 Tea Digest of Tea Board, 2008
 Fullerton Ronald A (1994). Tea and the Viennese": A Pioneering Episode in
the Analysis of Consumer Behaviour; Advances in Consumer Research; 2012,
Vol. 21 Issue 1, p 418.
 Gabbott, M. & Hogg, G. (2013). Consumers and services. Chichester: John
Wiley & Sons.

43
PLAGARISM REPORT

44
APPENDIX

45
46
47
48
49