CONSUMER BUYING BEHAVIOUR IN RELATION TO CONSUMPTION OF TEA A

STUDY OF PUNE CITY

MUNMUN GHOSH
1
& ARINDAM GHOSH
2

1
Assistant Professor, Indira School of Business Studies, Pune, India
2
Assistant Professor, MIT- COE, Pune, India

ABSTRACT
Tea is a part and parcel of Indian social, economic and cultural life. Indians cannot think of a day without
their favorite cup of tea. It is the most popular non-intoxicating beverage in the world enjoyed by the rich and poor
alike. Being most popular consumed beverage, in many cultures tea is consumed at elevated social events. But
regardless of its wide consumption consumer behavioral pattern changes from time and this behavior change is
influenced by many factors like popularity of a brand, loyalty, aroma, colour, price and many more. The present
paper focuses on issues that influence the behavior of various tea consumers. Samples were gathered across Pune
city of state Maharashtra to understand and pacify the actual need and behaviour of the consumer towards tea.
Firstly the attributes were analyzed with Chi-square test of independence (
2
) to validate the relation of the attributes
with the consumer tea consuming behaviour. Further to find out the most suitable attribute that dominates the
decision making of the consumer while selecting particular tea brand parametric method of estimation is used to
study the trend analysis using SPSS considering different brands and the attributes that affects the purchase of the
brands. Model is primed for studying the predictive ability of the attributes like popularity, loyalty, colour and price.
Thus the analysis establishes a strong platform where we can validate association of consumer behaviour with
consumption pattern undergoing diverse statistical test and focus on the area and aspects of different behavior of
consumer in relation to consumption of tea.
KEYWORDS: Consumer Behaviour, Attributes