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introduction
1.1 introduction of coffee in india
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.
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.
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.
in india
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.
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
family
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.
learning
beliefs
attitude
customers
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
3.1
origin of
the
organisation
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
plantations.
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.
a. secretariat
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
or
6. coffee quality committee
marketing department
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
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.
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
board.
e. research department
f. finance department
this department has been divided into two (2): pool fund and
general fund.
pool fund:
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
crores.
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.
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
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
sampling procedure
this refers to the method incurred for choosing the samples. in this
project study the sampling procedure undertaken is the random sampling
method.
i. primary data
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. field work
no.
of
male
and
analysis:
0100090000037800000002001c000000000004000000030108000500000
00b0200000000050000000c024e046f05040000002e0118001c000000fb0
21000070000000000bc02000000000102022253797374656d00046f0500
00527b0000d03c120004ee8339f88720000c020000040000002d01000004
000000020101001c000000fb02ceff000000000000900100000000044000
1254696d6573204e657720526f6d616e000000000000000000000000000
0000000040000002d010100050000000902000000020d000000320a2d00
table -2
age group of respondents
analysis:
45
36
40
30
25
17
20
15
10
0
15 -30 years 30-45 years Above - 45
Age Group
table-3
analysis:
out of total number of respondents surveyed about 21% belongs to
the business class, about 40% belongs to the worker class, and about 10%
40
40
35
29
30
20
15 10
10
0
Business Worker class Housewives Students
class
Occupation
table-4
consumption of coffee
analysis:
out of 100 respondents surveyed 76% of them are daily coffee
drinkers and 24% of them are occasionally coffee drinkers.
24%
76%
Daily Occasionally
talbe-5
analysis:
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.
0100090000037800000002001c000000000004000000030108000500000
00b0200000000050000000c024e046f05040000002e0118001c000000fb0
21000070000000000bc02000000000102022253797374656d00046f0500
00527b0000d03c120004ee8339f88720000c020000040000002d01000004
000000020101001c000000fb02ceff000000000000900100000000044000
1254696d6573204e657720526f6d616e000000000000000000000000000
0000000040000002d010100050000000902000000020d000000320a2d00
000001000400000000006f054c04201c1600040000002d0100000300000
00000
table-6
analysis:
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.
14%
50%
36%
table - 7
percentage of consumption of filter coffee instant coffee or both
analysis:
45
40
35
No. of Respondents(%)
30
25
20
15
10
0
Filter Instant Both
Particulars
table-8
percentage of consumption of coffee through out the year
analysis:
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.
21%
79%
table - 9
the season in which the surveyed respondents consume more
coffee
analysis:
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.
42
45
40 35
35
No. of Respondents (%)
30
25
20
15
15
8
10
0
Summer Winter Rainy Can't say
Season
table-10
analysis:
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 &
kwality.
100
94
91
90
80
Tata Kaapi
Coorg
Cothas
Nescafe
Bru
Diacafe
Coffee Day
Indian coffee
Kwality
Name of Brand
attributes no of respondents
taste 46
quality 25
flavor 18
aroma 20
energy 6
price 40
packaging 2
manufacturer's name 2
analysis:
35
No. of Respondents (%)
30 25
25
20
18
20
15
10 6
5 2 2
0
Packaging
Taste
Price
Flavor
Quality
Energy
Aroma
Manufacturer's
Name
Attributes
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
analysis:
70
60
No. of Respondents (%)
50
35
40 33
30
18 16
20 14
11
10 1
0
Family Trend
To Promote Sleep
Daily Routine
Fighting Headache
To Prevent Sleep
Habit
Refreshing
Reduce fatigue
Reasons
analysis:
45
40
No. of Respondents (%)
35
30
25 18
17
20 15
15
10
0
500 gm and more
10 gm – 500 gm
50gm – 100gm
25 gm – 50 gm
Grams
analysis:
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%
42%
48%
taste conscious 43 43
brand conscious 9 9
analysis:
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.
48
50 43
45
40
35
No. of respondents (%) 30
25
20
15 9
10
5
0
Price conscious Taste conscious Brand conscious
Particulars
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.
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
nothing.
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.
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.
questionnaire
questionnaire
dear sir, madam,
2] age groups:
15-30 years: []
30-30 years: []
above 45 years: []
4] occupation:
a]student: []
b] business: []
c] housewife: []
d] worker class: []
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?
__________________________________________________
yes: [ ] no: []
14] if no:
15] is there any particular reason for taking more coffee in that
season?
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: []
20] how would you rate the overall quality of branded coffee?
a] good: [] b] very good: []
c] medium: [] d]poor: []
**thank you**
bibliography
bibliography
1. marketing by
phillip kotler
2. principles marketing
p.njreddy,
s.a.sherlekar
3. consumer behavior by
leen g.schiffman,
leslie lazar kanuki