A Study on

SATISFACTION LEVEL OF THE

RETAILERS AND PERCEPTION OF
CUSTOMERS ABOUT RED LABEL
DUST TEA

Presented by,
Subhransu Sekhar Acharya
MBA, RCMA, Bhubaneswar
Roll No: 0906247033
PRODUCT PROFILE
Red Label Dust is a brand extension of the original Red label Leaf
Variant. This is targeted to those customers who prefer dust tea. The
product has the following features which differentiates it from the
competitors.
Brought by Broke Bond’s Blending
expertise.
Juicy leaves for the unique rich
color.
Medium sized grains for the correct
strength.
Top leaves for the irresistible
aroma.
Punch Line:
In the perfect proportion to give that unmatchable taste in every single cup.
 OBJECTIVE OF THE STUDY
1. To measure the level of satisfaction and explore different
factors of satisfaction of retailers.
2. To explore the level of awareness among the customers
and reach of the promotional campaign.
3. To make a comparative analysis between Red Label Dust
Tea and its competitors, especially Tata Tea Dust which is
the market leader in dust tea segment.
4. To find out the factors that gives the market leader an
edge over the product under consideration.
5. To understand the challenges faced by a newly launched
product, more importantly, in the case of brand extension.
6. To find out different ways to penetrate into the market
leaded by a product that has turned into a Generic Brand.
RESEARCH METHODOLOGY
Type of Research: Descriptive Research
It is also known as statistical research that describes data and
characteristics about the population or phenomenon being studied.
Descriptive research answers the questions who, what, where, when
and how.
Research Approach
Personal interview, questionnaire method.
Sampling Area
Bhubaneswar and its nearby regions.
Sample size
100 retailers and 100 customers
Sampling Technique
Probability- Simple random Sampling.
 COLLECTION OF DATA
Primary Data I. Closed-end questions
II. Open-ended questions
Secondary Data: I. Company records
II. Previous research reports
III. Government records
IV. Internet
Research Instrument:
Two sets of structured questionnaire.
Statistical Tools:
Percentage method, Chi square Test, bar diagrams and pie diagrams.
HYPOTHESIS

Null Hypothesis:

H0 : Promotion by retailers and TV has a higher impact on the

purchase decision of customers.

Alternative Hypothesis:

H1 : There is no significant role of Retailers and TV in the purchase

decision of customers.
DATA ANALYSIS & INTERPRETATION:
Availability of the Red Label Dust in the market:

86

14

Available Not Available

REASONS FOR AVAILABILITY:

Demand High Margin

20% 6%
Salesman Visit
24%

Brand Name
50%
REASONS FOR NON-AVAILABILITY

Less Margin Irregularity of Unawareness

7%
Salesman 14%
14%

Less Demand
64%
QUANTITY OF RED LABEL DUST SOLD FOR EVERY 10KG
SALE OF TATA TEA PREMIUM.

5-6 7-8
9% 1%
3-4
20%

1-2
70%
FACTORS FOR UNSATISFACTION OF CUSTOMERS
45 42
40

35 31
30

25

20
15
15 12
10

5
0
0
Quality Price Taste Packaging Advertisement
COMPARISON WITH TATA TEA PREMIUM.
Tata Tea Premium Red Label Dust Indifferent
57
53
51
47
44 43
38
35 35

28
22

15
12 11
9

CONSUMER TRADE SALESMAN AVAILABILITY OF CREDIT PERIOD

PROMOTION PROMOTION RELATIONSHIP PRODUCT
RANKS GIVEN TO RED LABEL DUST
38

31 31

0
1 2 3 4
ANALYSIS AND INTERPRETATION OF RESPONSES OF
CUSTOMERS.
Age Group Wise Tea Variant Preference
Leaf Tea Dust Tea None
30

15
13
12
11

4 4 4
2 2 2
1

Upto 18 19-30 31-50 Above 50

FAMILIARITY WITH RED LABEL DUST

40

35 9

30

25 14

20

10 28
15

10 15 0
9 8
5

0
Never Heard Heard But Never Used Buy Occasionally Regular Basis

Dust Tea Consumer Leaf Tea Consumer

FACTORS INFLUENCING PURCHASE.
Quality
4%
Suggested by Retailor Taste
13% 11% Packaging
Unavailability of Tata Tea 11%
9%

Advertisement
15%

Price
37%
REASONS FOR NOT PURCHASING
DUST TEA CONSUMERS LEAF TEA CONSUMERS

11
10

7 7 7

3
2
1
0 0 0 0

Unawareness It is expensive Don't Like The No attractive Never Thought Leaf Tea
Product offer of Switching Consumer
SOURCE OF INFORMATION
People
12%

Television
Shopkeeper 43%
21%

Newspaper
17%
Magazine
7%
 CHI SQUARE TEST
Symmetric Measures

    Value Approx. Sig.

Nominal by Nominal Phi .399 .162

Cramer's V .282 .162

Contingency .371 .162

Coefficient

N of Valid Cases 74  

Since the Phi value is 0.162, the null hypothesis is accepted.

 FINDINGS AND SUGGESTIONS
• Retailors are maintaining the stock due to brand name of Red Label
Leaf.
• Red Label Dust had to increase the customer pull by building a
strong brand image.

 Unavailability in 14.28% of the outlets surveyed.

 Toll Free order booking number

 The average sale of Red Label Dust Tea for every 10kg Sale of Tata
Tea Premium dust is 2.27kg.
 Incentives must be given to the potential retailers.
• The major factor for the unsatisfaction of the customers is
Advertisement and Taste.
• Quality and taste must be improvised to retain the customers.

 Tata Tea has an edge over Red Label in Consumer Promotion, trade
Promotion and credit Period.
 A longer credit period and higher margin should be provided to the
retailers till the product becomes popular in the market

 28 respondents said that they buy Red Label Dust occasionally.

 Better quality and taste will lead to customer satisfaction.
• The Success Factor of retailer as the source of information is much
higher than the other sources.
• Non financial benefits such as “Certificate of Best Seller” from
HUL can be given to the retailers to motivate them.
 Flexible Credit Policy of Tata Tea Premium.
 A flexible credit policy must be adopted by HUL in order to
increase its good will in the market.
 Lock System of HUL
 There are two options to redress this grievance.
 The item for which the retailer has not paid the bill should
be locked; not other items.
 Single bill for all the items kept by a retailer. If the retailer
fails to pay the bill, then the supplies will be suspended.
• Packaging of Red Label Dust
• Properly distinguishable color must be used for packaging
 Continuous Monitoring
 Use of feedback form
 Developing a Better Salesman-Retailer Relationship.
 It would be better if one sales man visits an outlet as long
as possible
 BIBLIOGRAPHY
Books Referred:
1. Kothari C.R., Research Methodology
2. Kotler Philip, Marketing Management
3. The Marketing White Book 2009-10
4. Carvens, Hills, Woodruff Marketing Management.
5. Havaladar, Cavale, Sales and Distribution Management.
6. S.L Gupta, , Sales and Distribution Management.
 
Web Sites:
7. www.google.co.in
8. www.wikipedia.com
9. www.hul.co.in
10. www.marketingreserch.com
11. www.economictimes.com
THANK
YOU