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Market research on Consumer preferencefor Tetley Green tea on student circle in Chennai
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SUBMITTED BY: Vignesh B
REG !: RSB1501026
C!URSE "#CU$TY: Fundamental Marketing Research
"#CU$TY: Dr. Tapan Sarker
SUBMISSI! D#TE: 15022016
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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
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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
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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
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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
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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 $ess than a month
e2 e(er
5ho in your family drin%s &reen Tea 1you may select more than one 92
a2 Si'lin&s
'2 <arents
c2 Grandparentsd2 one
10 Do you %no* of any health 'enefits that come *ith &reen tea8
a2 Yes '2 o
11 5here do you purchase your &reen tea8
a2 Supermar%et
'2 ei&h'orhood pro(ision shopsc2 !thers >>>>>>>>>>>>>>>
12 Do *e share this data or you need to 'e pri(acy
a2 Yes) you can
'2 no
Sample plan
I selected a num'er of indi(iduals from my personal net*or% that I thou&ht *ere %no*led&e
a'out the space
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Sample sie
I conduct a sur(ey amon& 9.. indi(iduals
Target audience
Students and my friend circleSur&e peri"d
"e' .9/ 9 "e' .9/
'nalsis "&er&ie3
5e analy;ed the research data *ith the intention of applyin&) the information learned to*ards
my stated o'6ecti(e, That is) *e *anted to determine consumers attitude to*ards tea product)
and ho* to le(era&e that information to*ards information,
To accomplish the analysis) *e analysis usin& se(eral approaches) such as chart analysis and *e
especially interested in understandin& ho* &ender and &eneration affected attitude to*ards tea product
Findings
This section sho*s the sur(ey) result) analysis,
Result
The sur(ey result is sho*n 'elo*,
9 5hat is your Gender8
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male; 83%
Female; 17%
No of response
male Female
?o* much you a*are of this product
Very much; 45%
moderate ; 30%
unaare; !5%
No of response
Very much moderate unaare
, ?o* often *ould li%e to drin% &reen Tea
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"arely ; 40%
#nce or t$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$ht #thers
5 E4pect &reen tea) *hat you li%e to drin%8
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M$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
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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
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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 $th reen tea
9es
No
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11 5here do you purchase your &reen tea8
upermarket ; 44%
Ne$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