CHAPTER I

INTRODUCTION TO THE STUDY

PROFILE OF COFFEE
Coffee is a widely consumed beverage prepared from the roasted
seeds

commonly referred to as beans of the coffee plant. It can be

consumed cold or hot. A typical 200ml ( 7 fluid UUNCES ) Cup of coffee

contains 80-140 milligrams of caffeine ,depending on the bean and method
of roasting and preparation .Some people drink coffee black (plain),
while others sweeten their coffee or add milk, cream ,or non-dairy
(reamer .The majority of all caffeine consumed worldwide comes from
coffee, as much as 85% in some countries. coffee, along with tea and water
is one of the most popular beverages world wide its volume amounting
to about a third of that of tab water in north America and Europe .In 2003
coffee was the worlds sixth largest legal agricultural export in value,
behind wheat maize soybeans , palm oil sugar .
ETYMOLOGY
The English word coffee first came in to use in the early to mid
1600s , but early forms date back to the last decade of the 1500s. The
English term stems from the Italian coffee and the French , Portuguese and
Spanish caf These words were borrowed from the ottoman Turkish
kahveh a derivation of the Arabic Rahway.

The origin of the Arabic Rahway is uncertain .It is either derived

from the name of the Kafka region in southern Ethiopia where was
cultivated ,or by a truncation of Rahway al- burn, meaning wine of the
bean in Arabic.
HISTORY
Over the door of a Leipzig coffee shop

, is a sculptural

representation of a man in Turkish dress receiving a cup of coffee from a

boy.
The history of coffee can be traced to at least as early as the 9th
century , When it appeared in the high lands of Ethiopia .Shepherds were
the first to observe the influences of caffeine from the coffee beans when ,
after their goats consumed some naturally occurring coffee beans in the
pasture , the goats appears to dance and have an increased level of
energy .from Ethiopia ,It spared to Egypt and vermin, and by the fifteenth
century had reached Persia , Turkey , and nor them Africa.
In 1583 , Leon hard runoff , a germen physician , after vesturing
from a ten year trip to the near east , gave this description of coffee :[7]
[8]
A beverage as black as ink useful against numerous illnesses
particularly those of the stomach .its consumers take it in the morning
quite frankly , in a porcelain quite frankly , in a porcelain cup that is
passed around and from which each one drinks a cupful .It is composed of
water and the fruit from a called bonny.
From the Muslim world , coffee spread to Italy , according to
historic sources. The vibrant trade between the Italian city of Venice and

the Muslims in north Africa , Egypt, and the east brought a large variety of
African goods , including coffee to this port. Merchants introduced coffee
to the wealthy in Venice , charging them heavily for the beverage , and
introducing coffee to Europe ,coffee became more widely accepted after it
was deemed an acceptable Christian beverage by pope clement VII

in

1600 despite appeals to ban the Muslim drink .The first European coffee
house opened in Italy in 1645 .The Dutch were the first to import it large
scale into Europe , and eventually smuggled seedlings into Europe in
1690, defying the Arab prohibition on exporting the plants or on roasted
seeds . The punch later grew the crop in save and Ceylon [10]. Through the
efforts of the British east India company , it became popular in England as
well .It was introduced in France in 1657, and in austral and Poland
following the battle of Vienna , When coffee was captured from supplies
of the defeated tocks
.
When coffee reached the American colonies it was initially not as
successful as it had been it future Europe , as colonists .Found it a poor
substitute for alcohol. How ever , during the revolutionary war, the demand
for coffee increased so much that dealers had to their scare supplies and
raise prices dramatically this was partly owing to the reduced availability
of tea from British merchants .After the war of 1812, in which Britain had
temporarily cut off access to tea imports , the Americans taste for coffee
grew during the early nineteenth century and high demand during the
American civil war together with the advancements of brewing technology
secured the position of coffee as an everyday in the united states. Today
coffee is a common beverage of the north American break fast and
morning

CONSUMPTION
TASTING
Coffee tasting also known as coffee cupping is the practice of
experiencing the taste and aromas of brewed coffee. Although it is a
professional practice , It can be done by anyone . The taster deeply shifts
the coffee and then loudly slurps it so that it spreads to the back of the
tongue . Then be attempts to measure aspects of the coffees taste
specifically the body I the texture or mouth feel such as oiliness ] acidity
[ a share and tangy feeling , like when biting in to an orange ] and balance
[ the harmony of flavors working together ] since coffee beans embody
telltale flavors of the region in which they were grown tasters may attempt
to determine the coffees origin .
COFFEE WITH FOOD
Coffee is generally served alongside an informal meal or as a part
of breakfast .In a more formal setting , Such as restaurant , coffee usually
is offered during the dresser course after the main course.
Coffee is sometimes served as refreshment between meals often
accompanied with a selection of cold sweet foods. popular choices include
pantries shortbread , cookies , muffins , and in north America , coffee [ so
named because it often accompanies coffee not because it contains
coffee]
COFFEE CONTENT
Depending on the type of coffee and method of preparation the
caffeine content of a cup of coffee can vary greatly .However , on average
the following amounts of caffeine can be expected in a single serving . A
serving is 7 fluid amounts [ about 207 milliliters ]except for espresso.
Drip coffee

;115-175 mg

 Espresso

: 100mg ( serving size : one shot,1.5-2.02)

Brewed

: 80-135 mg

Instant

: 65-100 mg

Decaf brewed : 3-4

mg

Decaf instant : 2-3

mg

COFFEE AND SOCIETY

See also : Coffee house for a social; history of coffee , and coffee for
specifically Italian traditions .
Main Article : Social aspects of coffee plays an important role in many
societies thought the world today . From the coffee house of the 16th
century to modern day cafes , coffee has had a profound effect on the
lifestyles of people from all walks of life .When it first appeared in ,
Africa and Yemen ,It was commonly used as a type of religious
intoxicant .This usage in religious vitas among the Sufi branch of Islam led
to it being put on trial in Mecca for being a heretic substance much as
wine was .it was briefly repressed and was later part of a larger ban in
ottoman turkey under an edict that led to the death of thousands of people.
Its early association in Europe with rebellious political activities led to its
binning in England among other places .
In India the Indian coffee became an icon of the workers struggle.
This restaurant chain is now owned by the workers of

ICH as a result

struggle performed by the thrown out workers from the coffee houses of

coffee board .This struggle was led by famed communist leader of India
A.K.GPALAN . The ICH s of became in India later .
In Nordic countries coffee parties are a popular , in formal kind of
home entertainment .In Swedish culture , coffee plays an extremely
important role as a social lubricant through a process known as fake , or a
leisurely coffee break perhaps even more so than in other coffee drinking
cultures .
COFFEE IN RELIGIONS
In ancient times , coffee was initially used for spiritual reasons. At
least 1,000 years ago traders brought coffee across the red sea into Arabia [
modern day Yemen ] where Muslim nooks began cultivating the shrubs in
their gardens .At first, the pulp of the fermented coffee berries. Thus
coffee became known as rahway which is the Arabic word for wine ,
from which the modern word of coffee derives .This beverage was known
as qishr ( Kisher in modern usage ] and was used during religious
ceremonies . Coffee became the substitute beverage in spiritual practice in
place of wine where wine was forbidden .
Coffee drinking was briefly prohibited to Muslims as harem in
the early years of the 16th century , but this was quickly overturned later ,
regarded as a Muslim drink It was prohibited to Ethiopian orthodox
Christians [ along with what and tobacco] up until as late as around 1900.
This fact is not widely known today, as it is now considered a national
drink of Ethiopia , For people of all faiths .

Another example of coffee prohibition can be found in the church of

Jesus Christ of latter-day saints [ Latter day saints or Mormons ], being
the only major religion in the world [ about 12.5 million followers world
wide ]that defines a doctrine of complete coffee abstinence. The church of
latter day saints claims that it is both physically and spiritually unhealthy
to consume coffee. The Mormon doctrine of health given February 27,
1833 does not specifically identify caffeine as the reason for avoiding hot
drinks , nor does it identify coffee by name , but was introduced by
Mormon founder Joseph smith , in a revelation called the word of wisdom
, which includes the statement that hot drinks are not for the belly
( Doctrine & covenants section 89 ] . This was later interpreted to mean
coffee or tea .
HEALTH AND PHARMACOLOGY OF COFFEE
Many studies have been performed on the relationship between
coffee consumption and many medical conditions ranging from labiates
and cardiovascular disease

to cancer

and cirrhosis. Studies are

contradictory as to whether coffee has any specific health benefits , and

results are similarly conflicting with respect to negative effects of coffee
consumption .While some health effects are those of the caffeine others
appear to be due to other components of the coffee.
One fairly consistent finding has been reduction of diabetes mellitus
type 2 in coffee consumers , an association that can not be explained by
the caffeine content alone and indeed may be stronger in decaffeinated
coffee.

Recently coffee was found to reduce the chances of developing

cirrhosis

of the liver : the consumption of 1 cup a day was found to

reduce the chances by 20% and 4 cups a day reduced the chances by 80 %
There exists research to suggest that drinking caffeinated coffee can
cause a temporary increase in the stiffening of arterial walls.
Excess coffee consumption may lead to a magnesium deficiency or
hypomagnesaemia which may contribute to, or explain many of the
diseases or effects caused by over consumption .

OBJECTIVES OF STUDY
To find the period of usage and frequency of purchase usage and
frequency of purchase.
To identify the influencing factors of Purchasing.
To know the customer satisfaction .
To find the consumer attitude about the Narasus coffee.

SCOPE OF THE STUDY

This study helps to know the factors that influence the customer to
buy the product.
To know the necessary change in product and customers feelings
about the product.
This study will be useful for the company to make necessary changes
in price , placement and promotional activities.

LIMITATION OF THE STUDY

The study has its internal and external limitations of its own:
The survey was conducted on the convenience of the researcher.
The data collection period spread only for and it cannot be
generalized as a conclusive one it is only a suggestive one.
Sampling procedure followed by the researcher itself has certain
limitation.

RESEARCH METHODOLOGY
This chapter deals with description of methodology and the steps
undertaken for collection and organization of data and presenting the
findings of investigation . The methodology of research indicates the
general pattern of organizing the procedure for gathering valid and reliable
data for purpose for investigation (kithara 1996)
The methodology of the study includes the description research
design . population, sample size , sampling technique , development and
description of tool data collection procedure and method of analysis
RESEARCH DESIGN
Research design refers to the researchers adopt to the develops
information that adequate ,accurate , objective, interpretable . research
design is a blue print study that maximizes control over factors that could
interfere with the study desired outcome.
POPULATION
The population is all elements that meet certain criteria inclusions
study .
SAMPLING AND SAMPLING SIZE
Sampling is a subject of the population selected for a particular
study and member of the sample are study subjects. The sample for this
study is in and around Salem. The sample size of the study is taken to be
50 respondents.

SAMPLING TECHNIQUE

The total population is initially divided into areas in and around

Salem .The members who are approximately 90,000 from these 50 samples
were selected by using simple random sampling technique.
QUESTIONNAIRE
By using structured questionnaire the questionnaire was prepared to
collect the secondary data.
TOOLS FOR RESEARCH
The tools consists of :
1.
2.

Demographic data
Questionnaire consists of 17 questions

PLANS FOR DATA ANALYSIS

Descriptive inferential statistics was used for data analysis .
METHODOLOGY OF ANALYSIS
Tool and techniques used for analysis gives the result of the
research. The following tools and representation techniques are used in this
study.
PERCENTAGE ANALYSIS
Percentage refers to a special kind of ratio in making
comparison between two or more data to describe relationship . percentage
can also be used compare the relative terms the distribution of to or more
series of data
Percentage =

Number of respondents
Total respondents

x 100