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Market research on Consumer preferencefor Tetley Green tea on student circle in Chennai



SUBMITTED BY: Vignesh B

REG !: RSB1501026

C!URSE "#CU$TY: Fundamental Marketing Research

"#CU$TY: Dr. Tapan Sarker

SUBMISSI! D#TE: 15022016



Tetley Green tea

Mar%et research on consumer preference for Tetley &reen tea on student circle in Chennai

Title

Consumer preference for Tetley Green tea on student circle in Chennai

!ntr"ducti"n

Tetley is an En&lish 'e(era&e manufacturer) and the *orld+s second lar&est

manufacturer and distri'utor of tea, Tetley+s manufacturin& and distri'ution 'usiness is spread

across -. countries and sells o(er /. 'randed tea 'a&s, It is the lar&est tea company in the United

0in&dom and Canada and the second lar&est in the United States 'y (olume, It is a *holly

o*ned su'sidiary of Tata Glo'al Be(era&es

1Tetley Green Tea The easy *ay to stay healthy2



Green tea is one of the fastest3&ro*in& se&ments of the &lo'al tea industry, It is prepared from

the lea(es from camellia Sinensis that ha(e under&one minimal o4idation durin& processes,

Generally) people ta%e &reen tea due to its health 'enefits purpose, The concept of &reen tea *as

ori&inated from China and later spread all o(er the *orld,

Situati"n

While green tea is not a brand new segment, it is one that has tea

majors, Tata Global Beverages (Tata) with Tetley and Hindustan Unilever (HUL)

with Lipton and Taj ahal, rooting !or us to go green" #n the pro$ess, they have beaten the

erstwhile leader, London%based Twining&s, and are going ne$' and ne$' with ea$h other"

The steady rise in $ompetition indi$ates the segments signi!i$an$e"

The ubiuity o! tea has made !o$us on new segments inevitable to obtain !urther growth"

With near%$omplete mar'et penetration, bla$' tea is saturating" The total branded tea

mar'et is about *s +,-- $rore, growing at about per $ent" But the branded green tea

mar'et, in $ontrast, is at about *s .- $rore, growing !aster at /. per $ent"

With retail margins that $an be - per $ent more than that o! bla$' tea, a$$ording to Te$hno

0a' $onsultants, the stir in the green tea mar'et is hardly a surprise"

#r"$lem statement

Traditional 'lac% tea dominates the *hole tea mar%et) 'ut no* Green tea has a hi&her &ro*th

rate compared to 'lac% tea

5ithin the tea industry) the &reen tea is one of the fastest &ro*in& se&ments due to increasin&

health consciousness alon& *ith enhancin& consumer a*areness a'out the health 'enefits of

&reen tea,

Research pr"cess

"irst *e defined the pro'lem Refer the pro'lem statement a'o(e, e4t *e declared our research

o'6ecti(e refer the ne4t section, The third step *as to de(elop the 7uestionnaire to &ather the data

*e needed to achie(e our o'6ecti(e, "orth) *e launched the sur(ey and &athered the result)

determined the conclusions) and prepared the research report

Research "$%ecti&e

The specific o'6ecti(e of the research is to ans*er the follo*in& 7uestion,

To understand the consumer preference for Green tea8

To understand the purchasin& 'eha(ior of customers for &reen tea

To understand ho* much conscious is there amon& student circle8 In terms of health and

fitness,

Meth"d



This section co(ers the method used to conduct the research for the pro6ect

Research 'ppr"ach

My &eneral approach *as to tar&et a num'er of student *ith specific 7uestion that I 'elie(ed*ould satisfied our research o'6ecti(e, To speed up the data collection process) I conduct a

sur(ey on hard copy amon& student to identify the potential opportunities and ris%s on &reen tea

product

("llecti"n

I &athered my research data usin& a 7uestionnaire on hard copy) I used to collect data personally)

one on one inter(ie* *ith sample participants for ma%in& it easy for student,

)uesti"nnaire

I desi&ned a sur(ey that included a total of 9 7uestions) I or&ani;ed the 7uestions into the

follo*in& cate&ory:

<roduct a*areness

<roduct preference

Reason and fre7uency of usa&e

<roduct name: Tetley Green tea

Instructions:

92 Tic% the 'o4 *hich 'est suits your ans*er

2 "ill in the 'lan%s in the space pro(ided

=2 Circle or tic% the num'er that you rate

*ame+ >>>>>>>>>>>>>>>>>>>>

May I contact you a'out your input at a later date8

If so) please pro(ide your e3mail address: >>>>>>>>>>>>>>>>>>>>>>

1 5hat is your Gender8



a2 Male

'2 "emale

2 ?o* much you a*are of this product

a2 @ery much

'2 Moderate

c2 Una*are

, ?o* often *ould li%e to drin% &reen Tea8

a2 Rarely

'2 !nce or t*ice a *ee%c2 !nce or t*ice a month

d2 !nce a day

- 5hen *ould you li%e to drin% &reen Tea8

a2 Mornin&

'2 #fternoonc2 i&ht

d2 !thers >>>>>>>>>>>>>>>>

5 E4pect &reen tea) *hat you li%e to drin%8

a2 Mil%

'2 Cool drin%s

c2 Coffee

d2 !thers>>>>>>>>>>>>>>>>>

6 5hat is your fa(orite 'rand of Tea8

a2 Tata tea '2 $ipton

c2 Ta6 mahal

d2 !thers >>>>>>>>>>>>>>>>

Ran% these factors) 'ased on importance) in decidin& on your purchase of &reen tea,

19 3most important to A3least important2



a2 <rice 9 = - A

'2 Taste 9 = - A

c2 ?ealth 'enefits 9 = - Ad2 Brand 9 = - A

/ ?o* often *ill you 'uy the &reen tea

a2 = times in a *ee%

'2 93= times in a *ee%

c2 Monthlyd2 $ess than a month

e2 e(er

5ho in your family drin%s &reen Tea 1you may select more than one 92

a2 Si'lin&s

'2 <arents

c2 Grandparentsd2 one

10 Do you %no* of any health 'enefits that come *ith &reen tea8

a2 Yes '2 o

11 5here do you purchase your &reen tea8

a2 Supermar%et

'2 ei&h'orhood pro(ision shopsc2 !thers >>>>>>>>>>>>>>>

12 Do *e share this data or you need to 'e pri(acy

a2 Yes) you can

'2 no

Sample plan

I selected a num'er of indi(iduals from my personal net*or% that I thou&ht *ere %no*led&e

a'out the space



Sample sie

I conduct a sur(ey amon& 9.. indi(iduals

Target audience

Students and my friend circleSur&e peri"d

"e' .9/ 9 "e' .9/

'nalsis "&er&ie3

5e analy;ed the research data *ith the intention of applyin&) the information learned to*ards

my stated o'6ecti(e, That is) *e *anted to determine consumers attitude to*ards tea product)

and ho* to le(era&e that information to*ards information,

To accomplish the analysis) *e analysis usin& se(eral approaches) such as chart analysis and *e

especially interested in understandin& ho* &ender and &eneration affected attitude to*ards tea product

Findings

This section sho*s the sur(ey) result) analysis,

Result

The sur(ey result is sho*n 'elo*,

9 5hat is your Gender8



male; 83%

Female; 17%

No of response

male Female

?o* much you a*are of this product

Very much; 45%

moderate ; 30%

unaare; !5%

No of response

Very much moderate unaare

, ?o* often *ould li%e to drin% &reen Tea



"arely ; 40%

#nce or t$ce a eek ; !1%

#nce or t$ce a month; 4%

#nce $n a day; 35%

No of response

"arely #nce or t$ce a eek

#nce or t$ce a month #nce $n a day

- 5hen *ould you li%e to drin% &reen Tea8

Morn$n; 83%

N$ht ; 15%

#thers; !%

No of response

Morn$n &fternoon N$ht #thers

5 E4pect &reen tea) *hat you li%e to drin%8



M$lk; !!%

'ool dr$nks ; 7%

'o(ee ; 40%

#thers; 31%

No of response

M$lk 'ool dr$nks 'o(ee #thers

6 5hat is your fa(orite 'rand of Tea8

)ata tea; 13%

*$pton; 18%

)a+ mahal ; 33%

#thers; 3,%

No of response

)ata tea *$pton )a+ mahal #thers



Ran% these factors) 'ased on importance) in decidin& on your purchase of &reen tea,

19 3most important to A3least important2

-1 .most $mportant to 5.least $mportant/; 13%

r$ce ; 8%

)aste ; 7%

No of response

-1 .most $mportant to 5.least $mportant/ r$ce

)aste 2ealth enets

/ ?o* often *ill you 'uy the &reen tea

3 t$mes $n a eek; 14%

1.3 t$mes $n a eek ; !,%

Monthly; 5!%

*ess than a month; 8%

No "esponse

3 t$mes $n a eek 1.3 t$mes $n a eek

Monthly *ess than a month



5ho in your family drin%s &reen Tea

$l$ns; !%

arents ; 11%

6randparents; 7%

None; 80%

No "esponse

$l$ns arents 6randparents None

10 Do you %no* of any health 'enefits that come *ith &reen tea8

o you kno of any health enets that come $th reen tea ; 8%

9es; !%

No "esponse

o you kno of any health enets that come $th reen tea

9es

No



11 5here do you purchase your &reen tea8

upermarket ; 44%

Ne$horhood pro:$s$on shops; 50%

#thers; ,%

No "esponse

upermarket Ne$horhood pro:$s$on shops

#thers

12 Do *e share this data or you need to 'e pri(acy

9es you can; 8%

no; !%

No "esponse

9es you can no



'nalsis and &isual

In this section) *e analy;e the data) *ith the intent of disco(erin& insi&hts into the mar%et

Conclusions and Recommendation

Bi'lio&raphy and references

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