PROJECT REPORT

ON
CUSTOMER PREFERENCE WITH
RESPEPCT TO
(NESCAFE AND BRU COFFEE)

Submitted to Dr. Vikas Gautam

Submitted by
Aditya Agrawal
Abhishek Ray
Bandana Gautam
Disha Chugh
Lakshay Gupta
1

CERTIFICATE
This is to certify that as per best of my belief the project entitled
CUSTOMER PREFERENCE WITH RESPEPCT TO (NESCAFE AND
BRU COFFEE)is the bonafide research work carried out by GROUP
NO-11, Div- H, PGPM SEM 2, IBS-Gurgaon for the subject of Business
Research Methods in the year 2015-2017 in partial fulfillment requirements
for the award of the title of PGPM.

They have worked under my guidance.

Dr. Vikas Gautam

(Project Guide)
Date: 20/01/2016

ACKNOWLEDEMENT

It is indeed a great pleasure and privilege for us to present CUSTOMER

PREFERENCE WITH RESPEPCT TO (NESCAFE AND BRU COFFEE).
We would also like to thanks to the potential customers of Nescafe and Bru
coffee who helped us giving needed information and their full co-operation
towards us to give time to us from his busy schedule for filling our
questionnaire.

Preface
Learning categories you and practicing on that learning specializes you
Practical aspect gives more knowledge and experience than the theory and no
learning can be completed without practical aspects.
Projects are one of the most important parts of our curriculum for management
students, its basic idea is to strengthen the students concept and make them
equipped with recent development.
In days when it was business as usual companies could succeed by there new
products with concept and supported by hard selling and good advertisement and
consider that customer exhibit varying diverse requirement for product/Services
combinations and price consider that they have high and rising expectations of
quality and services. In the face of their vast choices. Customers will gravitate to the
offering that best meet their individual needs and expectation value and all this will
come out as the positioning of the brand in the market.

TABLE OF CONTENT

SR NO.
1

NAME

PAGE NO.

History of the Company

1) Nescafe

2) Bru

Scope and Objectives of the study

11

Research Methodology

12

Sources of Data collection

13

5
6

Research Design
Data analysis

14
15

Research Findings

29

Limitations Of Report

30

Conclusion

31

10

Bibliography

32

11

Questionnaire

33

HISTORY OF COMPANY
NESCAFE
The beginnings of Nescafe can be traced all the way back to 1930, when the
Brazilian government, first approached Nestl. The agency, Brazilian Coffee
Institute seeks Nestle to preserve the huge coffee surpluses, by develop coffee
that was soluble in hot water.
Coffee guru, Max Mergenthaler, and his team set out immediately to find a
way of producing a quality cup of coffee that could be made simply by adding
water, yet would retain the coffees natural flavor.

After seven long years of research in Nestle

Swiss laboratories, they found the answer.
The new product was named Nescafe a
combination of Nestl and caf. Nestle
introduced Nescafe, the first commercially
successful soluble coffee, in Switzerland, on
April 1st, 1938. The company applied the
technology at its Hayes factory, west London.

Instant coffee processing was not a new

idea; it was invented by a Japanese chemist
in 1901 and had been marketed and sold by
other companies without success. Nestle
revolutionized the way instant coffee was
made. Nestle developed a new process for
6

dehydrating the concentrated coffee which vastly improved the quality. In

entailed spraying a fine mist of the solution into a heated tower where the
droplets turned to powder almost instantly.

For the first half of the next decade, however, World War II hindered its
success in Europe.

Nescafe was soon exported to France, Great Britain and the USA. Its popularity
grew rapidly through the rest of the decade. It was so popular that the entire
production of its US plant was reserved for military use.
By the 1950s, coffee had become the beverage of choice for teenagers, who
were flocking to coffeehouses to hear the new rock n roll music.
Over the years the company has kept the emphasis on innovation, introducing
pure soluble coffee (1952) solely using roast coffee beans, freeze dried soluble
coffee (1965) and coffee granules (1967). In 1994 Nestle invented the full
aroma process, which improved the quality of instant coffee. Such innovations
have made sure that Nescafe has remained the worlds leading coffee. It is also
the third most valuable brand in the entire drinks sector.

MISSION STATEMENT:

To bring Nescafe to people around the globe, providing a Nescafe to satisfy

every aspect of needs.

Nescafe provides good test, aromatic smells of coffee to people, providing 1

Nescafe with 1 unique moment so that everyone can enjoy. Wherever you are,
you will be able to find Nescafe around, whether in shopping complexes,
supermarkets/hypermarkets or even grocery stalls.

GOALS/ ACHIEVEMENTS:
Giving people the unique moments (comfort, relaxations) through Nescafe. Stress,
pressures, working overtime has led the people to have at least a cup of Nescafe
coffee to relax them, having chit-chat with friends/colleagues as well, to prevent
from emotional influences.

BRU
Some moments in life are special and close to heart. Bru makes these
moments with loved ones even more magical It is Indias largest coffee brand
that offers a range of coffee products. Its rich aroma and unique blend makes
every moment come alive.

Ever since its inception, Bru has been on a

constant Endeavour to bring better products and
formats to the consumer with every passing year.
With the launch of Cappuccino in 2007, Bru
pioneered the launch of instant coffee premixes
in India for the youth. Then in 2010, a premium
filter coffee with a blend of 85% coffee and 15%
chicory was introduced under the brand name BRU Select.

In 2011, BRU Lite, a light-tasting coffee with classic Mocha flavor, was launched
for people who avoid coffee because of its bitter taste. In the same year BRU
Exotica was launched which is premium freeze dried coffee sourced from some
of the worlds best coffee-producing regions like Colombia, Brazil and
Kilimanjaro. With BRU Exotica, Bru brought in the worlds finest coffee
experience for the discerning Indian consumer. Later, in the same year, BRU
Gold - a 100% pure granulated coffee with an uplifting aroma and superior
taste - was launched.
Brus specially selected and freshly roasted coffee beans offer a great cup of
aromatic coffee to the consumers, which makes their moments of genuine
warmth and happiness even more special.
Bru also has opened cafes in Mumbai under the name BRU World Cafe with
world coffee experiences to be enjoyed out of home.

KEY FACTS

Number 1 Coffee brand in India

Unilever's only Coffee brand
Enjoys a rich heritage, came into existence in 1962 under the brand name
Deluxe Green Label
Consistently offering better and newer products to the consumer through
improved packaging solutions and innovative product formats
Enjoys a strong presence at various out of home locations

MISSION
To earn the loyalty of customers and grew the business by developing and
marketing coffee products that are leaders in quality and customer
enthusiasm.

VISION
We envision Bru to become the coffee supplier of excellence to its customers
throughout the region, by consistently delivering exciting products, sensation
and experiences to an increasing number of admirers

10

SCOPE AND OBJECTIVE OF THE

STUDY
SCOPE:
Generally scope can be considered among two parts:
1) Regional Scope
2) Functional Scope
Here our regional scope is limited up to specific region of Gurgaon.

OBJECTIVES:
There are mainly two types of objectives:
1) Primary Objective : To analyze the customers preference with respect to (Nescafe and
Bru coffee)
2) Secondary Objectives : To know customers suggestions and recommendation about
(Nescafe and Bru coffee)
To Study the Consumer Perception about the taste and availability of
product.

11

RESEARCH METHODOLOGY

INTRODUCTION OF RESEARCH:
Research is done to gain some knowledge so it may aid in understanding the
information gathered on specific topic. It is a scientific and systematic way of
understanding information on specific and particular subjects. It is a scientific
investigation to understand the cause and effect as well as the reasons through
investigation. It is an academic activity.
Research is a process in which the researcher wishes to find out the result for a
given problem and thus the solution helps in future course of action.

12

SOURCES OF DATA COLLECTION

PRIMARY DATA SOURCE:
The primary data means the data gathering for first time for the problem
solution directly from the sample or population as per the requirement.
Interviews
Questionnaires
Observation

SECONDARY DATA SOURCE:

The secondary data consists of information that has been already exists
somewhere and has been collected for some specific purpose.

Books
Website
Journal
Annual Report
For this research, we used Primary data (Questionnaires) as well as
secondary data (Books, Website)

13

RESEARCH DESIGN
RESEARCH INSTRUMENT:
Questionnaire Face to face
Close ended
Open ended

SAMPLE SIZE:
Sample Size is taken 50 out of which 14 questionnaires had been
rejected due to different choice of respondent as per our research.

14

DATA ANALYSIS
Q1. What kind of drink do you prefer?
o Caffeinated
o De- Caffeinated

Count of Q1. What kind of drink do you

prefer?
Row Labels
Caffeinated
De- Caffeinated
Grand Total

Age
16
2

17
2

19
1

20
2
1
3

21
15
3
18

22
13
4
17

23
4
1
5

24
1
2
3

30
1

Grand
Total

16
14

16

12

17
19

10

20
8

21

22

23
24

30
0
Caffeinated

De- Caffeinated

Interpretation: Major of the sample size use to prefer

caffeinated drinks especially the sample aged 21-22
years

15

41
11
52

2. How many times in a day would you prefer it?

o One times
o 2 Times
o More than 2 times
Count of Q3. How many times in a day
would you prefer it?
Row Labels
2 Times
More than 2 times

Ag
e
16
2

One times
Grand Total

1
7

1
9

2
0
1

2
1
4
2
1
2
1
8

2
2
7
6

2
3
2

2
4
1
1

4
1
7

3
0
1

Grand
Total
18
9
25

52

14
16

12

17

10

19

20
21

22
4

23

24

30
0
2 Times

More than 2 times

One times

Interpretation: Major of the sample size use to prefer

caffeinated drinks one time in a day or at most two
times.

16

Q3. How many members of your family prefer to have coffee?

o 1
o 2
o 3
o All
Count of Q4.How many members of your
family prefer to have coffee?
Row Labels
1
2
3
All
Grand Total

Age
16

17

19
1

20
1
1
1

1
2
1
2

21
4
6
2
6
18

22
2
7
1
7
17

23
2
1
1
1
5

24
1
1
1
3

30
1

Grand
Total
12
17
7
16
52

8
7

16

17
19

20
4

21

22

23
24

30
0
1

All

Interpretation: On average all the members of the family

prefer to have coffee.

17

Q4. Which coffee brand do you prefer?

o Nescafe
o Bru
o Other_____________

Count of Q5. Which coffee brand do

you prefer?
Row Labels
Bru

Age
16

1
7

1
9

2
0
1

Nescafe

Grand Total

2
1
1
1
7
1
8

2
2
4
1
3
1
7

2
3

2
4

3
0

Grand
Total
6

46

52

18
16

16

14

17

12

19

10

20

21

22
23

24

30

0
Bru

Nescafe

Interpretation: About 85% of sample population

prefers Nescafe over BRU.

18

Q5. How do you come to know about this product?

o Advertisement
o Own Experience
o References
Count of Q6. How do you came to
know about this product?
Row Labels
Advertisement
Own Experience
References
Grand Total

Age
16
1
1

17
1
1

19
1

20
2
1

21
9
7
2
18

22
9
6
2
17

23
3

24
2

30
1

2
5

1
3

Grand
Total
29
16
7
52

10
9

16

17

19

20

21

22

23

24

30

0
Advertisement

Own Experience

References

Interpretation: 56% of sample population came to

know about product through advertisement, 31%
through own experiences and rest through references.

19

Q6. Are you satisfied with this product and advertisement?

o Yes
o No
Count of Q7.Are you satisfied with this
product and advertisement?

Age

Row Labels
Yes
Grand Total

16
2
2

17
2
2

19
1
1

20
3
3

21
18
18

22
17
17

23
5
5

24
3
3

30
1
1

Grand
Total
52
52

20
18

16

16

17

14

19

12

20

10

21

22

23

24

30

0
Yes

Interpretation: All the respondents are satisfied with

product and advertisement.

20

Q7. Why do you prefer this brand over other brands?

(You can select more than 1 option)
o Quality
o Service
o Taste
o Price
Count of Q8. Why do you prefer this brand
over other brands?
Row Labels
Quality
Quality, Service
Quality, Service, Taste
Quality, Service, Taste, Price
Quality, Taste
Quality, Taste, Price
Service, Taste
Taste
Taste, Price
Grand Total

Age
16

17

19

20

1
1
1

21
2
1
1
1
8

22
3

4
1
18

3
1
17

1
1
8

1
1

23

24
2

1
1
1
2

30

Grand
Total
7
1
2
3
19
3
1
14
2
52

9
8
7

16

17

19

20

21

22

23

24
Quality

Quality,
Service

Quality,
Service,
Taste

Quality,
Service,
Taste,
Price

Quality,
Taste

Quality,
Taste,
Price

Service,
Taste

Taste

Taste,
Price

Interpretation: Price customers are satisfied with the price of

product
Taste Customers like much better test of Nescafe then Bru any other
brand.
Qualities Customers are satisfied with the quality of Nescafe and they
are neutral at qualities
21

30

Q8. How frequently do you buy it?

o
o
o

Every day
15 days
1 month

Count of Q9. How frequently do you

buy it?

Age

Row Labels
1 month
15 days
Every day
(blank)

16
1
1

Grand Total

1
7
2

1
9
1

2
0
2
1

2
1
8
9

2
2
7
9
1

1
7

1
7

2
3
3
2

2
4
2
1

3
0

Grand
Total

26
24
1

51

10
9
8

16

17

19
20

21

22
23

24
2

30

1
0
1 month

15 days

Every day

(blank)

Interpretation: On an average majority of the sample

size buy coffee every 15 days.

22

Q9. Do you consider the price while purchasing this product?

o Yes
o No

Count of Q10. Do you consider the price while

purchasing this product?
Row Labels
No
Yes
Grand Total

Age
16
2
2

17
2

19
1

20
1
2
3

21
11
7
18

22
7
10
17

23
3
2
5

24
2
1
3

30
1
1

12

10
16
17

19
20

21
22

23
24

30

0
No

Yes

Interpretation: 54% of the respondents do not

consider price while purchasing coffee, rest of the
respondents considers the price.

23

Grand
Total
28
24
52

Q10. Is the product available to you at affordable prices?

o Yes
o No
Count of Q11. Is the product available to you
at affordable prices?
Row Labels

Age
16

17

No
Yes

Grand Total

19

Grand
Total

20

21

22

23

24

30

18

17

1
51

18

17

52

1
1

20
18
16

16

14

17
19

12

20
10

21

22

23
24

30
2
0
No

Yes

Interpretation: 99% of sample population agrees that

product is affordable.

24

Q 11. Is this product easily available in the market?

o Yes
o No
o Don't know
Count of Q12. Is this product easily available in the
market?

Age

Row Labels
Yes
(blank)
Grand Total

16
2

17
2

19
1

20
3

21
17

22
17

23
5

24
3

30
1

17

17

18
16
16

14

17

12

19

10

20
21

22

23

24

30

2
0
Yes

(blank)

Interpretation: All the respondents agree that

product is easily available in the market.

25

Grand
Total
51
51

Q12. Will you go for another brand if the brand of your preference is shortly
unavailable?
o Yes
o No
Count of Q13. Will you go for another brand if
the brand of your preference is shortly
unavailable?

Age

Row Labels

16

17

19

No

20

21

22

23

24

30

Grand
Total

13

Yes

15

12

Grand Total

18

17

39
1

16
14
16

12

17
19

10

20
8

21
22

23
4

24
30

2
0
No

Yes

Interpretation: About 75% of respondents are ready

to switch over other brands if there is shortage of
preferred brand.

26

52

Q13. Does this product meet your expectations?

o Yes
o No

Count of Q14. Does this product meet your

expectations?
Row Labels

Age
16

17

19

20

21

22

23

24

30

Grand
Total

No

Yes

18

16

49

18

17

51

(blank)
Grand Total

20
18
16

16

14

17
19

12

20
10

21

22

23
24

30
2
0
No

Yes

(blank)

Interpretation: 99% respondents say that the product

they prefer meets their expectation.

27

Q14. Where do you prefer drinking it?(You can select more than 1 option)
o Home
o Caf
o Roadside
Count of Q15.Where do you prefer
drinking it?
Row Labels
Caf
Cafe, Roadside
Home
Home, Cafe
Home, Cafe, Roadside
Home, Roadside

Age
16

1
7

1
1

1
9

Grand Total

2
0

1
1
1

2
1
1
1
5
6
4
1
1
8

2
2
1

2
3

5
4
6
1
1
7

2
4
1

3
0

Grand
Total
3
1
18
13
14
3

2
1

1
1
5

52

6
16
5

17
19

20
21

22
2

23
24

30

0
Cafe

Cafe, Roadside

Home

Home, Cafe

Home, Cafe,
Roadside

Home,
Roadside

Interpretation: Most of the respondents prefer to have

coffee either at home or at caf.

28

RESEARCH FINDINGS
On the basis of that research we find that in case of coffee people are
much influenced by taste rather than Advertisements and other things.

If the Buying decision of consumer is rated

1st preference will go to Taste,

2nd will go to Availability,
3rd preference will go to Price,
4th preference will go to likeness
5th preferences will go to Advertisement.

29

LIMITATIONS OF REPORT
We put our whole heart on this project. But still are certain limitations while
doing the research work. Some of the limitations are as follows.

As we did our project in limited area of our residents, so it becomes

difficult to conduct survey.
We take only 50 respondents it is too small for find out the consumer
perception.
There might have been tendencies among the respondents to amplifying
or filter their responses under the testing.
In some cases, the respondent was not giving us the proper reply.
He/she might think that this is only wastage of time or this might create
some problem etc. And as a result he/she has given some fake answers
and fills the questionnaire very casually.

30

CONCLUSION
Coffee is a major export commodity in developing country like India and is
largely demanded. People who prefer coffee prefer it for its taste and also
most of them can shift between good brands for its necessary consumption as
they find it affordable. At last we conclude that majority of our sample
population prefer Nescafe over BRU because of its rich taste and availability.
Nescafe is capturing customer base by opening their own kiosks so as to attract
more and more customer as compared to BRU.

31

BIBLIOGRAPHY
INTERNET:
www.nescafe.com
www.brucoffee.com

BOOKS:
Magazines
Research Methodology by C.R Kothari

32

QUESTIONNAIRE
Respected Sir/Madam
We are MBA student of IBS Gurgaon. As of the course of our curriculum, we
are doing the market research. Therefore, I need your valuable view for the
question given below. I will be highly grateful to you.

Q1. Which one does u prefer?

o Caffeinated
o De-caffeinated
Q2. How many times in a day would you prefer it?
o One time
o Two time
o More than two times
Q3. How many members of your family prefer to have coffee?
o 1
o 2
o 3
o All
Q4. Which coffee brand do you prefer?
o Nescafe
o Bru
o Others
Q5. How do you come to know about this product?
o Advertisement
o Own experience
o Reference
Q6.Are you satisfied with your product and advertisement?
o Yes
o No

33

Q7. Why do you prefer this brand over other brands?

You can select more than 1 option
o Quality
o Service
o Taste
o Price
Q8. How frequently do you buy it?
o Every week
o 15 days
o 1 month
Q9. Do you consider the price while purchasing this product?
o Yes
o No
Q10. Is the product available to you at affordable prices?
o Yes
o No
Q11. Is this product easily available in the market?
o Yes
o No
o Don't know
Q12. Will you go for another brand if the brand of your preference is shortly
unavailable?
o Yes
o No
Q13. Does this product meet your expectations?
o Yes
o No
Q14. Where do you prefer drinking it?
You can select more than 1 option
o Home
o Caf
o Roadside
34