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chapter 1

1.1 introduction of coffee in india

the province of kaffa in ethiopia is considered to be the original habitat

of coffee arabia (arabica) and central africa is recognized to be the home
of coffee conephora .

the history of coffee dates back to 575 ad when the first1

cultivation was started in yemen. this was the period when persian
invasion put an end to the ethiopia rules of negus celeb that conquered
the country in 525 ad.

certainly, the discovery of beverage resulted in cultivation of the

plant in abyssians and arabia but its progress was slow until 15 th and 16th

the arabians were jealous of their new found lucrative industry' and
for a time successfully prevented its spread to other country by not
permitting any of the precious berries to leave the country unless they had
first keen steeped in boiling water or parched so as to destroy their
power of germination.

however, it was not practically possible to watch every avenues of

transport, with thousands of pilgrims journeying to and from mecca every
year and this explains as how coffee was introduced in india.

according to the mythology, arabica coffee was introduced in india

sometime during 1600 ad by a muslim pilgrim, baba budan. he is reported
to have brought seven seeds from yemen, presumably mecca and raised
seedlings on his hermitage on the hills near chickmagalur coffee seeding
gradually came to be planted in the backyard and gardens of most of
neighboring villages specially in attigundi. it is from these gardens that
seedlings were introduced to nalakand in coorg, which subsequently gave
raise to luxuriant coorg plantation of today.

1.2 coffee cultivation

area under cultivation

coffee cultivation is mainly confined to the states of karnataka,

kerala, tamilnadu and andra pradesh and on limited scale to arunachal
pradesh, assam, madya pradesh, manipur, meghalaya, mizoram, nagaland,
orissa, karnataka accounts for about 53 percent of planted area.

climatic requirement
a well distributed annual rain fall is preferable for coffee major
areas growing coffee experience south west monsoon as in the states of
karnataka, kerala, all of the north east, seekim west bengal and
maharastra it is also grown in areas which receive predominant north. east
monsoon as in tamilnadu, andrapradesh and orissa the south west
monsoon is normally active from june to september with showers during
july-august. the north east is received in spells usually caused by
depression in bay of bengal during october -december, december to
march is normally dry months. summer showers are important for
flowering in coffee and are received during march april certain areas in
tamilnadu were north east monsoon is prevalent, blossom occurs more
than once. failure of blossoms leads to crop loss.
arabica coffee requires a cool and equable climate wile robusta
thrives well in hot humid conditions the temperature, rain fall, shade, soil
condition and elevation are some of the important factors and which
influence growth of coffee plant. elevation influences species cultivated
and therefore quality of coffee arabica grown well at elevation between
900 and 1200 meters wile robusta comes up well at lower elevation.

1.3 growth and development of the industry in the world

the original architect of the coffee industry are said to be ethiopians

before 1200 its consumption at spread along the red sea to adhen and
cairo by 1300, coffee was known to persia and by 1500 to turqui. shortly
thereafter coffee was being sold to venues across the mediterranean sea.
most pilgrims had started to cultivate coffee in india by 1600 ad. coffee
was under large-scale cultivation for the first time on 1729. brazil was
producing 200.000 bags annually by 1850 - 3 millions bags annually by

the first significant export from brazil was made about 1809 i.e. 80
years after their first planting. it took another of brazil's coffee exported
to reach 4 million bags.

soluble coffee was first produced in usa on 1867. coffee cultivation

was first developed after 1800 in brazil. parallel development occurred
after 1850 in most latin america countries and as late as 1900 ad in
brazil coffee history had been complicated by surpluses of coffee
in 1930's and 1860's, equivalent to several year crops. these surplus were
caused due to large extend by brazil uncontrolled production and
cultivation of coffee.

in india

coffee, which was brought in india by a muslim pilgrim, baba

budan on his return from mecca, remained as a backyard plant until
sometime. later, it was developed into gardens. however, it was in 1820's
that the commercial plantation was opened in south india with british
enterprises and investment. the cultivation of coffee rapidly progressed
during next 40 years. in 1856 there were only 7 british planters in mysore.
by 1869, their numbers had increased to 662 owing 8094 hectares of the
total cultivated area of 58670 hectares. indian coffee soon established
itself as outstanding in quality and became a commodity 2nd to none in
the world market. india at present has about 350000 hactares of cultivated
land of which arabica accounts for 40% and robusta for 60%

1.4 present status of the industry

the indian coffee market is very small. total market is smaller than
portugal, which is a country of 9 million people. india offers an
opportunity for market development. at present, only 8.8% of the
population consumes coffee. in the urban areas the figure is mr17.1% and
5.6% in rural areas.
at present, the only coffee plantation areas are dedicated to arabica
and the remaining 60% is dedicated to robusta.
chapter 2
of the study
2.1 marketing

marketing has it's origin in the fact that humans are creatures of
needs and wants. people need food, air, water, clothing, and a strong
desire for recreation, education and other services. they have strong
preferences for particular versions and brands of basic good and services.

the concept of marking brings us full circle to the concept of


marketing means human activity-taking place in relation to market.

marketing means working with market to actualize potential

exchanges for the purpose of satisfying human needs and wants.

american marketing association approved a definition for

marketing management in the year 1985, "marketing management is. the
process of planning and executing the conception, prizing, promotion and
distribution of goods, services and ideas to create an exchange with target
groups that satisfy the customers and organizational objectives".

this definition recognizes that marketing management is a process

involving analysis planning, implementation and control that covers
goods services and ideas, that it rests on the notion of exchange, and that
the goal is to produce satisfaction for the parties involved.
2.2 importance of marketing

i. importance of marketing to the society

1. marketing helps to achieve, maintain and raise the standard of

living of the society.
2. marketing increases employment opportunities.
3. marketing helps to increase the national income.
4. marketing helps to maintain the economy marketing is a
connecting links between the customer and the producers.
5. marketing helps in creating of utilities.

ii. importance of marketing to the business firms

1. marketing generates revenue to the firm.

2. marketing acts as a basis for marketing decisions.
3. marketing helps the top management to manage innovation
and changes.

2.3 consumer behaviour

consumer behavior is defined as "all psychological, social and
physical behaviors of potential costumers as they become aware of
evaluate, purchase, consume, and tell others about product and services".

in a simple word buyer behavior is the process by which an


whether, what, when, where, how, and from whom to purchase

goods and services.

2.4 determinants of consumer behavior

a buyer's purchase decisions are highly influenced by buyer's

culture, social, personal, psychological factors.

cultural factors
culture represents an overall social heritage, a distinctive form of
environment or adaptation by a whole society of people, it includes a set
of learned beliefs, values, attitudes, morals, customs, habits and forms of
behavior that are shared by a society.

social factors
this includes :
references group

consumers accept information provided by their peer groups on the

quality, performance, style, etc. these groups influence the person's
attitude, expose them to new behaviors and' life style, and create a
pressure on the individual.

most consumers belong to a family group. the family can exert
considerable influence in the shaping the patterns of consumption and
indicating the decision making roles.
roles and status
roles are activities of the person in a group. each role carries a
status. people will choose the products that will communicate their status
to the society.

personal factors
a buyer1s decision is also influenced by personal characteristics,
notably the life cycle stage, occupation, economic, circumstances,
lifestyle and personality and self-concept.

the lifecycle of a person begins with die child birth, shift to

dependent infancy, adolescence, teenage, adult, middle aged, old then
ends with death. under each stage people's buying behavior is different.
person's behavior depends up on his occupation. his need satisfaction
depends on his occupation, which provides him the means.

personality is defined as the person's distinguishing psychological

characteristics that lead to relatively consistent and enduring responses to
his or her environment. personality is described in terms of such trades as
self-confidence, dominance, autonomy, difference, sociability,
defensiveness and adaptability.

psychological factor motivation

motivation acts as a driving force in the floor towards purchase
action. motivation that is, set into motion to take action to fulfill the need
or wants. a human being is motivated by want when these needs are
backed by purchasing power it becomes a want. motivation is mental

perception is operationally critical. perception causes the behavior

in a certain way. perception gives the direction or part to be taken by the
buyer. to perceive is to see, to hear, to touch, to taste, to smell and to
sense something or event or relation and to organize, interpret and find
the meaning in the experience.


learning describes changes in an individual's behavior arising from

experience. learning reference to change in the behavior brought about by
practice or experience. almost everything one does or things his learned.


believe is a descriptive though that a person holds about something.

these beliefs may be based on knowledge, opinion or faith.


attitude describes as a person's emotionalized inclination to

respond positively or negatively to an object or class of objects. attitude
affects both perception and behavior to have an attitude means to be
involved emotionally and ready for action.
2.5 marketing and consumer behavior

the term consumer behavior refers to the behavior that consumers

display in searching for purchasing, clothing, evaluating and disposing of
product and services that may expects will satisfy their needs. study of
consumer behavior is the study of how individual make decisions to
spend their available (time, money, and efforts) on consumption related

the field of consumer behavior is rooted in the marketing concept, a

marketing strategy that involves in the late 1950. the marketing concept
refers to the consumer needs and wants that are to be given prime
importance rather than more profit making. the marketing concept is
based on premises that a marketer should make what it can sell instead of
trying to sell what it has made.- while the selling concept focus on the
needs the seller, the marketing concept focus on the need of the buyer.

the primary purpose for studying the consumer behavior as a part

of marketing curriculum is to understand why and how consumers make
their purchase decisions. these insights enable marketers to design more
effective strategies.

on the other hand an in depth understanding gives marketers and

unfair advantage over sensitive element like price, quality, etc., the
solution to such practice can curbed by keeping consumer's well informed
about the product itself.
finally phillip kotler and authority on marketing states, although it
only takes a semester to learn marketing it takes a lifetime to master it.

c - care for the customers
u - understand the customers
s - study the customers
t - trust the customers
o - oblige the customers
m - meet the customers
e - evaluate the customers
r - response the customers
s - sell and win the customers
chapter 3
profile of the organization
origin of


coffee board is a statutory organization constituted under the coffee

act vii of 1942 and comes under the administrative control of the ministry
of commerce, government of india. coffee board was established to
perform the following function.

1. promotion of the sale and consumption in india and

elsewhere of coffee product in india.
2. promotion of agriculture and technological research in interest
of the coffee industry.
3. assistance to coffee estates for their development.
4. securing better working condition and improvement of
amenities and incentive for workers.
5. working of the measures enumerated in coffee act elating to co-
operation of the surplus pool.
the main purpose for the government of india to set up the board
was to develop the growth of indian coffee industry.

increasing coffee production internal marketing, export marketing,

quality control, research and promotion are all activities of the board.
3.2 growths and development of the organization

indian coffee was mainly depending upon export in the first quarter
of the country. coffee industry was almost ruined due to damage by pests
& disease and the general depression of thirties. planters found the coffee
industry to be a losing proposition and some practically abandoned the

government of india passes coffee cess act xiv of 1935 and set up
the first indian coffee committee in november 1935 with the main
objective of promoting the sale and increasing the consumption of indian
coffee at home & abroad.

one the outbreak of the ii world war the industries export outlet was
blocked, resulting in loss of european market. the industry received
setbacks and faced unprecedented crisis. the indian coffee market
expansion board was set up in 1940. indian coffee board succeeded the
indian coffee cess committee in 1942 under the coffee act vii of 1942.

this act brought, within its preview, all estates of 5 acres and above
and reduced the iso to 10% of the crop in 1942-43. further notification
dated 28-08-43 every estate under its preview irrespective of acreage. no
isq was declared after 1943 till 1992-93 seasons. every planter was
obliged to deliver his entire crop to except such quantity as were
permitted by the board to retain for his domestic seed purposes.

on the recommendation of fourth coffee control conference

convened by the government in april 1946, the government placed the life
of the act on a permanent basis. in fact the unit system of selling coffee
by the pool marketing themselves to enable the board to tackle the
problem of control of coffee, government passed an amendment act of
1954 & the amendment act was brought into force in 1955. one of the
important changes of the act was to appoint a full time chairman to coffee
board, as a chief executive of the board with 33 members including the

for overseas promotion, an indian coffee market expansion a board

was organized in london. the coffee commenced works on 20th july, 1936
under the stewardship of a director of indian coffee propaganda in

the external promotion work was done in the uk in close co-

operation with the wholesalers, distributors, institutions and government
departments by interesting them in indian coffee and removing prejudices
against it. indian coffee was brought to the notice of public and retailers
through exhibition and displays.

today external publicity of indian coffee is largely through

participation in international trade fares and exhibition and displays. since
its inception in the year 1942 the coffee board had maintained its
monopolistic position over the industry by following the pool marketing
system. this system was followed for nearly 50 years i.e., up to the year
1992-93 after which an area of liberalization started were new policies
like isq & fsq were introduced.
3.3 present status of the organization

unitil 1992-93 the marketing was regulated by the coffee board.

the era of liberalization started with the introduction of internal sale quota
(isq) allowing the growers to sell 30% of their output directly in the
domestic market. the isq was replaced by free sale quota (fsq) scheme in
1993-1994 allowing the growers in 1994-95 in the season fsq was
increased to 100% for all.

the coffee board which was administrating and regulating the

market fully till 1992-93, has oriented itself for better research, assistance
to industry and training. it also provides market information and
intelligence activities. last but not the least it aims at strengthening the
existing auctioning system.
finally the coffee board is strongly emphasizing on establishing the
future markets for the coffee commodity.

3.4 functional departments of the organisation

a. secretariat

the secretariat is in charge of the board. it seeks not only to

coordinate the activities of several department of the board but also deals
with those matters, which do not fall within the domain of the any other
department. a part from the personal and general matters one of the major
functions dealt with by the secretariat pertains to the labour welfare. the
board which had only two departments at the beginning has at present the
following department apart from the secretariat viz.

1. coffee promotion department

2. marketing department which has been realized from the'
activity of poor marketing due to liberalized marketing
policy of 100% fsq for all small and large growers.
3. development department
4. extension department
5. project planning
6. research, assistance and training.
7. accounts and finance.

the coffee board has 33 members including the chairman, who* is

the chief executive of the board except for 3 mps who are elected as
representative, all others are appointed by the government of india.
the board in each year, out of its own member's elects a person to be a
vice chairman for a period of 12 months.

the structure of the board is a follows :

1. members of parliament - 3 (lok sabha - 2, rajya sabha.
2. representative of the government of the growing state -
* 4 (karnataka, tamilnadu, kerala, andra pradesh).
3. representatives of other coffee growing state
4. coffee growers - 10 (3 large growers, 7 small growers)
5. coffee traders - 3
6. coffee curers - 2
7. coffee consumers - 2
8. labour - 4
9. instant coffee manufactures – 1
10. eminent personalities in the field of research / marketing of coffee -
1. the term of the board is for 3 years. the present chairman of the board is
mr. g.v. krishna rau.

the board functions through its size standing committees, which are
appointed by each year by election for a period of one year.

these are :
1. executive committee.
2. marketing committee.
3. propaganda committee
4. development committee
5. research committee
6. coffee quality committee

the members of the board are distributed accordingly in one or more of

the above - mentioned committees.

b. coffee promotion department

the promotion department as a department constitutes of the board,
is charged with the responsibility of increasing the sales in the
consumption of indian coffee both within the country and abroad. to
fulfill this responsibility which is best owned on the department
under the coffee act.
the department has been undertaking several promotional
endeavors which can be broadly classified as under :
1) generic promotion that is promotion of the image of the coffee
industry and of the coffee as an ideal beverage.
2) market promotion for the sale of the coffee seeds, coffee powder
and the coffee on the cup from units run by the board, through
agencies etc., in india.
3) media promotion through advertisement in newspapers,
publications of special reports, pamphlets, board's own

this department functions through its statutory committee's, viz.

propaganda committee and the board and is headed by the directors
of promotion (the charts showing the set up of the department

marketing department

since, the liberalization of the marketing structure during 1993-

1994 the marketing department, in the coffee board has been reduced to a
bare minimum where most of the staff opting for vrs (voluntary
retirement scheme) and few being employed at other departments.

development department
the important function-of the development department is to render
financial assistance coupled with the technical assistance to the coffee
growers for the overall development and improvement of their estates
through increase in production. in this section the board is implementing
6 types of loan schemes and 3 types of subsidy schemes.
they are :
1) intensive cultivation loan
2) replanting loan
3) extensive cultivation loan
4) special purpose loan
5) hire purchase loan
6) crop hypothecation loan
7) replanting subsidy
8) interest subsidy
9) expansion subsidy

development department organization chart

c. extension department

the extension wing is one of the vital links between the planning
committees on the one hand and the research on the other &
is in extension since 1948.

in order to achieve the various physical & financial targets fixed for
the industry & to have effective administration, the entire traditional areas
has been divided into 5 regions headed by officer of the rank of the
deputy director (extension), who in turn is assisted by the senior liaison
officers at the district level & junior director (e) at bangalore. the
traditional coffee growing areas includes karnataka, kerala, and tamil
nadu, which account for 98% of the area under coffee.
presently the extension services in traditional areas cover an area of
2.35 lakhs hectares owned by 1.15 lakhs growers. out of these, 98% of
the growers who own around 61.7% of the area form the small growers
sector (10 ha & below). today the extension services of the coffee board
are quite unique in transfer of technology in the entire country.

d. project & planning department

the projects wing is headed by a joint director (planning &

project) at head office, bangalore. there are three deputy directors (vizag,
uwahaty & haflong) eight senior liaison officers (andhra pradesh, orissa,
runachal pradesh, assam, nagaland, mizonram, andtripura) and seven
junior liaison officers assisting the respective states in extension, training
and development of coffee. one senior liaison officer at the coffee board
regional office, guwahati, coordinates the activities in the north-east

the project wings formulate plan project and programs as per the
guidelines to achieve the perspective plan target on production and
marketing. it also functions as the co-ordinating department in monitoring
and evaluation of various plans programs pertaining to research,
extension development, promotion and marketing department of the

e. research department

promotion of agriculture and technology in coffee for the benefit of

the coffee industry has been one of the primary functions of the coffee
board. the research department for achieving this objective is dressing
itself at central research institute, central research station research station
at central research substation, chetalli, coorg, karnataka, chundale,
kalpetta, kerala, raghavendranagar, chintapali, andhra pradesh, tandigudi,
tamilnadu, diphu, assam.

f. finance department
this department has been divided into two (2): pool fund and
general fund.

pool fund:

according to the provisions of section 25 of the coffee act, the sale

proceeds of coffee are credited to a fund called pool fund. the pool fund
transactions involve major activities as under:
a. payment to growers whose number is more than a lakh, in 6-7
installments during a period of 6 months.
b. arrangements payment to pool agents with bank for keeping funds
at various places payment to growers through pool agents.
c. periodical payment to pool agents and collecting agents of the
d. payment of central excise duty, export duty as well as duty of
custom under the coffee act.
e. accounting of stock accounts showing receipts and

general fund;
section 30 of the coffee act prescribes general fund is
credited with :
i) all amounts paid to the board by the central government under
subsection 1) 13, (i.e., proceeds of duty of customs and duty of
excise under section 11 and 12 of the act reduced by the cost
of collection transferred).
ii) any sums transferred from the pool fund to general fund under
the provision to subsection (2)of section 32 (provided that
where, after the requirement of the clauses of the subsection
have been met, there remains any excess in the pool fund, the
board may, with the previous section of such excess to the credit
of the general fund).
iii) all fees levied and collected by the board under the act.

borrowing power

rule 38 of the coffee rules, 1955 has been amended with the effect
from 18-10-1988 to enable the board to have cash credit limit up to rs.275

in pursuance thereof, the state bank has been allowed a credit limit
for 1989 (as requested by the board) of 205 crores. the entire' amount
carries the export packaging credit interest rate of 9.5% p.a. the rate of
interest has been reduced to 7.5% p.a. jbrom: 1-3-1989. any withdrawal
in excess of the export packaging credit attract interest rate at 16.5% p.a.
chapter 4
research methodology
4.1 title of the study
analysis of consumer perception towards different brands of
coffee in bangalore city.

4.2 statement of the problem

poor consumption of indian coffee by the consumers in comparison

to consumption of various other brands of coffee.

4.3 objectives of the study

a. to find out the consumer behavior towards different. brands

of coffee in bangalore city.
b. to know the consumer's opinion to use coffee.
c. to recommend the new opportunities in the market for the
improvement of sales and consumer satisfaction towards
particular brands of coffee.

4.4 scope of the study

the marketing research in this context is concerned with one of its

several function namely marketing research which deals with the study of
the market for analyzing the consumer behavior and consumer attitude
towards different brands of coffee in bangalore city.

the result of the study helps coffee industry and coffee planters to
get feedback of the coffee consumers in the fastest growing city in asia
viz bangalore, about their attitudes and behavior towards different factors.
4.5 limitations of the study

1. it is confined to bangalore city

2. it is confined to coffee users only
3. the sample size is confined to 100 people.

a. research design of the study

this project is a descriptive research with seeks to find out "what

will be the coffee consumer towards different brands of' coffee".

b. sampling plan
sampling plan can be classified into 3 sections as mentioned
below :

sampling unit

sampling unit referrs to who are the sample target. in this project
study, the sample units are the business class, executives, professionals,
house wives, students and the worker class.

sample size

this refers to the total number of people included in the sampling


in this project study, sample size is 100 coffee consumers in

bangalore city.

sampling procedure

this refers to the method incurred for choosing the samples. in this
project study the sampling procedure undertaken is the random sampling

i. primary data

here first hand information is obtained by distributing printed

questionnaires .

ii. secondary data

here the information is obtained from the boards publication,

report, journals, books, magazines, and newspapers, management

c. sources of data

mainly two sources of data have been used in the making of this
project report.
sources of data
primary data seconary data

aquestionnaries 1) books
2) journals
3) boards publications & reports
4) management review
5) newspapers

d. data collection instruments

in this study conducted the foremost data collection instrument that

has been used is the questionnaires. the questionnaire has been designed
both open and closed ended questions.

d. field work

questionnaire was distributed at office establishment,

colleges, and houses, colleges.

e. data processing and analysis of plan

processing and analysis of data-has been done by means of printed

questionnaires method and many statistical techniques that include
percentage analysis, pie chart, histograms, which are followed by
conclusion and recommendation.
chapter 5
data analysis and
table. 1


female respondents surveyed

particulars no. of respondaents percentage

male 53 53
female 47 47
total 100 100


out of 100 respondents surveyed 53% of them are male consumers

& 47% of them are female consumers.

table -2
age group of respondents

age group no of respondents percentage

15 -30 years 47 47
30-45 years 36 36
above - 45 17 17
total 100 100


out of total number of respondents surveyed majorities i.e. 47% of

the respondents belongs to the age group of 15-30 years, 36% of them
belongs to the age group in between 30-45 years and the rest i.e. 17% of
them belong to the age group 45 years and above,


No. of Respondents (%) 35





15 -30 years 30-45 years Above - 45
Age Group

15 -30 years 30-45 years Above - 45


occupation of the respondents

occupation no of respondents percentage

business class 21 21
worker class 40 40
housewives 10 10
students 29 29
total 100 100

out of total number of respondents surveyed about 21% belongs to
the business class, about 40% belongs to the worker class, and about 10%


No. of Respondents (%) 25 21


15 10


Business Worker class Housewives Students

Business class Worker class Housewives Students


consumption of coffee

category no of respondents percentage

daily 76 76
occasionally 24 24
total 100 100

out of 100 respondents surveyed 76% of them are daily coffee
drinkers and 24% of them are occasionally coffee drinkers.


Daily Occasionally


alternate choice among the respondents

alternatives no of respondents percentage

tea 41 41
milk 22 22
soft drink 18 18
nothing 19 19
total 100 100

out of total number of respondents about 41 of them consume tea,
then about 22 of them consume milk, about 18 of them consume soft
drink, and the remaining 19 does not consume at all.



percentage of consumption of branded: unbranded or both

particulars no of respondents percentage

branded 50 50
unbranded 36 36
both 14 14
total 100 100

out of total number of respondents surveyed about 50% of them
consume branded coffee, about 36% of them consume unbranded coffee,
about 14% of them consume both branded and unbranded.



Branded Unbranded Both

table - 7
percentage of consumption of filter coffee instant coffee or both

particulars no of respondents percentage

filter 43 43
instant 30 30
both 27 27
total 100 100


out of total number of respondents surveyed about 43% of them

consume filter coffee, 30% of them consume instant coffee, and about
27% of them consume both filter as well as instant coffee.



No. of Respondents(%)






Filter Instant Both

Filter Instant Both

percentage of consumption of coffee through out the year

particulars no of respondents percentage

uniform 79 79
not uniform 21 21
total 100 100

out of total number of respondents about 79% of them say that
their coffee consumption is uniformed through out the year, and the rest
about 21% opl for change which is not uniformed through out the year.


Uniform Not uniform

table - 9
the season in which the surveyed respondents consume more

season no of respondents percentage

summer 8 8
winter 35 35
rainy 42 42
can't say 15 15
total 100 100

out of number of respondents surveyed about 8% of them take
coffee in the summer season, about 35% of them take coffee in the winter
season, about 42% of them take coffee in the rainy season, and the
remaining 15% of them have no idea.


40 35

No. of Respondents (%)





Summer Winter Rainy Can't say

Summer Winter Rainy Can't say


different brands of coffee respondents are aware of

name of brand no of
nescafe 94
bru 91
brooke bond green lable 62
diacafe 12
indian coffee 27
cothas 68
coffee day 65
kwality 12
coorg 56
tata kaapi 25

the response given by the respondents exceeds the sample size
because of the multiple choices given by the respondents out of which 94
of the respondents opt for nescafe: 91 respondents opt for bru; 68 opt for
cothas; 65 for coffee day; 62 for brooke bond green level; 56 for coorg;
27 for indian coffee; 25 for tata kaapi and remaining 12 for diacafe &

No. of Respondnets (%)

70 68
60 56
30 27 25
12 12

Brooke Bond Green Lable

Tata Kaapi



Coffee Day
Indian coffee

Name of Brand

Nescafe Bru Brooke Bond Green Lable

Diacafe Indian coffee Cothas
Coffee Day Kw ality Coorg
Tata Kaapi
table 11
attributes of coffee respondents perception

attributes no of respondents
taste 46
quality 25
flavor 18
aroma 20
energy 6
price 40
packaging 2
manufacturer's name 2


out of the total number of the respondents 46 of them considered

taste as the top most attribute, followed by 40 of them going for price as
the second attribute 25 of them is quality conscious 20 of them going for
aroma, 18 of them going for flavor, 6 of them going for energy, and the
remaining 2 of them going for packaging and manufacturer's name as the
main attribute of coffee.

No. of Respondents (%)

30 25



10 6

5 2 2






Taste Quality Flavor Aroma Energy Price Packaging Manufacturer's Name

table 12

the reson for why cofee is consumed most often

reasons no of respondents
refreshing 79
reduce fatigue 14
habit 33
daily routine 35
family trend 18
fighting headache 16
to prevent sleep 11
to promote sleep 1


the response given by the respondents exceeds the sample size

because of the multiple choices given by the respondents out of which 79
of the respondents consider refreshing as the main reason for consuming
coffee; about 35 of the respondents says drinking of coffee is a daily
routine; 33 as habit; 18 as family trend; 16 as fighting headache; 14 as
reduce fatigue.


No. of Respondents (%)

40 33

18 16
20 14

10 1

Family Trend

To Promote Sleep
Daily Routine

Fighting Headache

To Prevent Sleep

Reduce fatigue


Refreshing Reduce fatigue Habit Daily Routine

Family Trend Fighting Headache To Prevent Sleep To Promote Sleep
purchase once quality of coffee powder the respondents in a


out of the total number of respondents majority of respondents

about 50% of them buys coffee powder in the range between 100 gm -
500 gm, about 18% of them buys in between 50 gm - loogm, about 17%
of them buys in greater quality i.e., in between 500gm & more and the
rest about 15% of them buys in between 25gm - 50gm.
quality of coffee powder the respondents
purchase once in a week
grams no of respondents percentage
10 gm – 500 gm 50 50
50gm – 100gm 18 18
500 gm and more 17 17
25 gm – 50 gm 15 15
total 100 100


No. of Respondents (%)



25 18
20 15



500 gm and more
10 gm – 500 gm

50gm – 100gm

25 gm – 50 gm


10 gm – 500 gm 50gm – 100gm 500 gm and more 25 gm – 50 gm


respondents rated the overall quality of a branded coffee

particulars no of respondents percentage

very good 40 40
good 45 45
medium 10 5
poor 5 5
total 100 100

out of the total respondents about 45% of them rated the quality of
a branded coffee as good, about 40% of them rated as very good, about
10% of them rated as medium and the rest about 5% rated as poor.

5% 5%



Very good Good Medium Poor

table - 15

respondents consciousness while buying a brand

particulars no of respondents percentage

price conscious 48 48

taste conscious 43 43

brand conscious 9 9

total 100 100

out of the total number of the respondents about 48% of them are
price conscious, about 43% of them are taste conscious and the rest 9% of
them consider as brand conscious as the main factor while buying any
coffee brand.
50 43
No. of respondents (%) 30
15 9

Price conscious Taste conscious Brand conscious

Price conscious Taste conscious Brand conscious

chapter 6
6.1 findings

out of the total

number of the
surveyed about 53 of
them are male
consumers and about
47 of them are female
the total number of
surveyed consumers constitutes the sample size of 100 in which 47 of the
consumers belong to the group 15-30 years, then 36 are in the age group
30-45 years, and then the remaining 17 of them belongs to the age group
45 years and above.

the different classes in which the respondents falls are about 21%
of them belong to the business, about 40% of them belong to the worker
class, and then about 10% of them belong to the housewives, and the
remaining 29% of them belong to the students.

the percentage of daily coffee drinkers 76% and 24% of them are
occasionally coffee drinkers.

the best alternative given by the respondents, if they stop drinking

coffee are as follows:

35% of them opt for tea, 17% of them opt for milk, and then 15%
of them opt for soft drink, and the remaining 33% of them opt for

the percentage of consumption of branded coffee is about 50%

36% of them consume branded coffee and the rest 14% of them consume
both branded and branded coffee. 43% of the respondents consume filter
coffee, and 30% of them consume instant coffee and the remaining 27%
of them consume both filter as well as instant coffee.

out of the total number of the respondents 79% of them prefer to

consume coffee trough out the year which is uniform and then the rest
about 21% of them prefer to consume coffee occasionally.

surveyed respondents are 100 out of which 8% of them take coffee

in the summer season, then 35% of them take coffee in the winter season,
about 42% of them take more coffee in the rainy season, and the
remaining 15% of them have no idea.

the nescafe brand is the top in the awareness of the coffee brand as
94 of the respondents are aware of it, 91 of the respondents aware of bru,
62 respondents aware of brooke bond green label, 12 of the respondents
aware of diacafe an kwality, then 27 of the respondents aware of indian
coffee, 68% of the respondents aware of cothas, 65 of the respondents
aware of coffee day 56% of the respondents aware of coorg, then finally
25 of the respondents aware of tata kaapi.

taste is the most attribute by [46 respondents] followed by the

price [40 respondents ] then quality coming in the third position [25]
other attributes are aroma by [20] and then flavor by [18] energy by [6]
then packaging and brand's name by [2],

the responses given by the respondents exceeds the sample size

because of the multiple choices given by the respondents out of which' 79
of the respondents consider that refreshing as the main reason for
consuming coffee, about 35 of the respondents say drinking coffee is a
daily routine, 33 of them say as a habit, 18 of them say as a trend 16 of
them say as fighting headache, 14 of them say as a reducing fatigue, 11 of
them say as opt for preventing sleep as the main factor for coffee

majority of the respondents about 50% of them buys coffee

powder in the range between 50gm-100gm, about 18% of them buys in
the range between 50gm-100gm, 17% of them buyes in greater quantity
i.e. in between 500gm and more and the rest about 15% of them buyes in
between 25gm-50gm:

45% of the respondents are price conscious, about 43% of them

are taste conscious and the rest 9% of them consider brand's name as the
main factor while buying any coffee.
6.2 recommendation:

 most of the people like good quality of coffee with nominal cost
hence the authorities / organizations / industries should make
available cost based coffee brand.
 coffee industry should create awareness among the rural population
for the benefit of coffee consumption.
 coffee industry should introduce to the extent the coffee bar or
units at all the public places example railway, station, industrial
centers, academic institutions, hospitals. etc.
 the coffee industry should introduce eco-friendly coffee, example :
the diacafe.
 promotion must be given to promote those unbranded coffee,
which are not popular in the market.
dear sir, madam,

i, kuleshwar sharma, a management student is doing a project work on

the “analysis of consumer perception towards different brands of
coffee in bangalore city", in partial fulfillment of the requirement of the
mba course of bangalore university. i would be greateful if you could
kindly spare some time to answer these questions. all the information
given you will be strictly confidential.

1] name of the consumer:______________________________

2] age groups:
15-30 years: []
30-30 years: []
above 45 years: []

3] sex: a] male: [ ] b] female: []

4] occupation:
a]student: []
b] business: []
c] housewife: []
d] worker class: []

5] income per month:

a]<rs.5000: []
b] rs.5000-rs. 10000: []
c]rs. 10000-15000:[ ]
d]>rs 15000: []

6] do you consume coffee?

yes: [] no: []

7] if yes:
a] daily: [] b] occasionally: []
when _______________

8] if no:
mention other:
alternatives :____________________________

9) if yes
a] branded coffee: [ ] b] unbranded coffee: []

10] if branded
a] filter coffee: [ ] b] instant coffee: []

11] if unbranded,
where do you buy coffee?
12] which brand of coffee are currently using?

13] is your consumption of coffee uniform through out the year?

yes: [ ] no: []

14] if no:

in which season do you do you take coffee more?

a] summer: [] b] winter: []
c] rainy: [] d] can't say: [ ]

15] is there any particular reason for taking more coffee in that

16] would you like to continue the same brand of coffee? [refer q.12].
yes: [ ] no: []

17] what are the different coffee brands you are aware of?
a] nescafe: [] b] bru: []
c] brook bond green label: [] d] diacafe: []
e] indian coffee: [] t] cothas: []
g] coffee day: [] h] kwality’s coffee:[ ]
18] what are the different characteristics you look for in coffee?
a] taste : [] f] price: []
b] quality: [] g] packing: []
c] flavor: [] h] brand's name []
d] energy: []

19] what quantity of coffee powder do you buy in one week?

a] 25gm-50 gm: [] b] 50gm- l00 gm: []
c] l00gm-500 gm: [] d] more than 500 gm: []

20] how would you rate the overall quality of branded coffee?
a] good: [] b] very good: []
c] medium: [] d]poor: []

21] while purchasing the coffee [any brand] are you?

a] price conscious: [ ] b] taste conscious: []
c] brand's name: []

**thank you**

1. marketing by
phillip kotler

2. principles marketing

3. consumer behavior by
leen g.schiffman,
leslie lazar kanuki