Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
PGDM 2009-2011
Final Report
Date of Submission: 26th March, 2010
Group: 5
Section: D
Submitted By:
Satyam Joshi 2009223
Rahul Thakur 2009206
Sarita Bhutani 2009222
Rani Treasa Joseph 2009209
Revati Naik 2009211
Sampath R 2009253
1. Introduction………………………………………………………………………….3
2. Research Methodology………………………………………………………………8
3. Questionnaire Design……………………………………………………………….12
4. Data Analysis………………………………………………………………………...16
Annexure 1……………………………………………………………………………….32
Annexure 2……………………………………………………………………………....35
Bibliography…………………………………………………………………………….38
The world's largest producer of tea, India is a country where tea is popular all over as a breakfast
and evening drink. It is often served with milk and sugar, and is sometimes even scented with
spices.
A research on the tea consumption behavior is highly significant since in a culture of mainstream
commercialism where a retail tea outlet has the scope of turning into the next “happening
teenage hangout”. A specific research on the attitudinal and perceptive study of a tea experience
provider in Nagpur provides a replicable model for many Tier 1 and Tier 2 cities. Further, the
concept of a tea experience stall or a tea hangout is not well conceived as of now, as compared
to that of Café Coffee day, Barista or any other café chains around the country - despite the fact
that India is the world's largest tea-drinking nation.
2. Problem to be studied
To check the feasibility of the idea of a tea junction that provides an exclusive tea experience in
Nagpur.
The scope of the research will include identifying the feasibility of an exclusive tea
experience at a “tea junction”.
The problem statement as mentioned above cites an opportunity that can be explored
successfully especially in an as yet untapped market like Nagpur. However for the
success of this Agro processing venture, extensive and systematic research regarding the
possible existence of a demand and the viability of the idea is a must. The process must
begin with the question: “is it feasible to make this product, will it possibly attract
repeated visits from a Customer, can we make money from such a venture and, if so,
how much?”
Without market research there is a risk that consumers might not need or want the
product, or might not like it or the way it is packaged and presented.
Secondary research for retrieving the existing product details and consumer attitudes to
those products
Primary research involving questions to identify the opinions and expectations which
would involve a perceptional and attitudinal study of the respondents regarding the
attractiveness of the idea among these prospective customers.
Existing Research data related to Tea retail were identified as following, quoting its major sources:
Source 1:
5. DTR & DC on Net work program on automation and integration in manufacture of tea.
6. Development of technology for product diversification and value added items in tea.
5 Group 5/BRM/ Final Report/ Section D/IMT-N/2009-11
Source 2
Source 3:
1. Current Retail, Total, Food service Sales of Tea: by % Volume, Growth, by Sector,
Distribution Format and by Rural-Urban %.
2. Forecasted Retail, Total, Food service Sales of Tea: by % Volume, Growth, by Sector,
Distribution Format and by Rural-Urban %
3. Penetration of Private Label by Sector 2004-2008
Source 4:
1. Consumption growth, Tea drinking population growth, price, global demand, Domestic
demand-supply Per capita consumption growth.
2. Industry structure, Size of the industry, Industry segmentation, Industry characteristics,
Products and process, Product classification and Market classification.
3. Domestic branded tea market - Growth in the packaged tea market, Key brands, Player
market shares, Player strategies in the branded tea market.
The historical research has the following gaps which this project proposes to address:
1. Taste preferences of the Indian consumer of Tea in a Tiered 2 city like Nagpur
2. Attitudinal and perceptive study of the Nagpur Respondent on the different flavors/
product varieties proposed to be offered
3. Attitudinal and perceptive study of the Nagpur Respondent on the tea experience
proposed to be offered
The main objective of the study is to gauge the feasibility of a tea boutique in Nagpur. The research
would concentrate on various aspects as listed below
To identify the expectations of the Respondent s with regard to the product which would
give us a lead on the kind of products to develop
To evaluate the different options available in developing the product.
Data regarding the various segments of the market based on the demographic characteristics
Establish the attitude of the Respondent s towards different varieties of tea across different
sectors of the Respondent s.
This research data can be used by the retailers to develop their products and position their products
across segments based on the demographics and various psychographic characteristics.
The value of any research findings depend critically on the accuracy of the data collected.
Data quality can be compromised via a number of potential routes, e.g., leading questions,
unrepresentative samples, biased interviewers etc.
Contents:
1. Research methods
2. Sampling plan
3. Measurement scales
4. Hypothesis
Exploratory research is basically used when there is relatively limited amount of knowledge
about the given research topic. In this case, the introduction of a “tea junction” is a new
concept, hitherto unexplored in Nagpur. The data got will mostly be from secondary sources
regarding similar outlets in different parts of the country. Therefore the exploratory research will
aid in diagnosing the situation, screening product alternatives and go a long way in discovering
new ideas about people‟s perceptions regarding the “tea junction”.
2. Sampling plan
Sampling Technique:
Convenience Sampling:
In Nagpur the nearby colleges or malls will give us a good amount of respondents. The
researcher using such a sample cannot scientifically make generalizations about the total
population from this sample because it would not be representative enough. However
this type of sampling is most useful for pilot testing where we can get good response
rates from individual passers-by and relatively more accurate and complete responses to
the questionnaire.
3. Measurement scales
Scaling Technique
- Nominal Scale
Nominal scale is used for the demographic and Hang out pattern questions
- Likert Scale
Here a statement is made and the respondents indicate their degree of agreement or
disagreement on a five point scale. Once the attributes have been identified a batch of
samples would be prepared and the group would be asked to rate the samples individually.
This method will help in identifying the attitude of the consumers towards the individual
samples and a balanced scale would be chosen for the group to rate the samples on.
Depending on the ratings we can identify those samples which are preferred the most. We
can also gauge the attitude towards the samples across different sectors which could be later
used to position the product across different segments. The likert scale is most effective in
extracting information related the respondent perceptions.
Hypothesis: There exists a significant positive attitude and perception for the Respondent s of
Nagpur towards the idea of an exclusive tea experience.
Significance: Will Prove/disprove that the consumers of Nagpur favor the idea of a tea
junction provide an exclusive tea experience.
Contents:
1. Preliminary Decisions
2. Design
3. Response format
4. Question Sequence
The questions emphasized on the feasibility, and being an exploratory pilot survey, it had to
accommodate a considerable number of descriptive questions.
1. Preliminary Decisions:
a. Objectives: The questionnaire is framed around 4 sub- objectives of the main feasibility
objective, which are:
1. To obtain the demographics to obtain the respondent profiling
2. To obtain the current „Hangout Place‟ pattern of the respondents
3. To obtain the Attitude towards the different features offered at the tea junction
4. To obtain the perceptions about the exclusive tea experience
b. Target respondents: College students and Mall goers
c. Method of communication: Email survey, Personal: Mall Intercept
2. Design:
a. Question Content
Part 1: Demographics
3. Response format
Part 4: Perceptions about the exclusive tea experience – Likert Rating Scale
4. Question Sequence
Demographics (direct answers) > Hang out pattern (current information) > Perceptions (Thought
creating, but rating scale) > Attitude (Full thought mapping through Descriptive questions)
Content:
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 7.958a 3 .047
Likelihood Ratio 8.195 3 .042
Linear-by-Linear Association 2.448 1 .118
N of Valid Cases 114
Here, we observe that majority of males(30) would like to spend 15-30
minutes while majority of females(21) would like to spend 30-60 minutes
at a tea junction.
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 50.341a 6 .000
Likelihood Ratio 55.810 6 .000
Linear-by-Linear 19.525 1 .000
Association
N of Valid Cases 114
People willing to spend up to Rs 50 per visit, would stay for 15-30
minutes. People willing to spend send above Rs 50 would stay for 30-60
minutes. This probably implies that the duration of time spent is
positively related to the amount of money people will spend.
c. RsSpent – PrevAwareness
Count
PrevAwareness
1.00 2.00 Total
RsSpent 1.00 15 24 39
2.00 33 21 54
3.00 18 3 21
Total 66 48 114
Chi-Square Tests
One-Way ANOVA
95% Confidence
Std. Std. Interval for Mean
Age N Mean Minimum Maximum
Deviation Error Lower Upper
Bound Bound
<20 12 3.8333 0.93744 0.27061 3.2377 4.4290 3.00 5.00
21-25 59 3.5085 0.93538 0.12178 3.2647 3.7522 1.00 5.00
26-35 13 3.1538 1.28103 0.35529 2.3797 3.9280 1.00 5.00
36-50 14 4.1429 1.16732 0.31198 3.4689 4.8168 1.00 5.00
>50 16 3.1250 1.02470 0.25617 2.5790 3.6710 1.00 5.00
Total 114 3.5263 1.04932 0.09828 3.3316 3.7210 1.00 5.00
This table shows the age of the respondents and their perceptions about importance of menu
pricing, the number of respondents corresponding to the age, the mean and standard deviation of
the responses. The responses range from a value of 1-5, where 1-least important; 2-not so
important; 3-neutral; 4- important; 5-most important. This table shows that the age-group 36-50
considers the menu pricing as least important and the age group greater than 50 years
a. ANOVA
Sum of Mean
Squares df Square F Sig.
Between Groups 10.852 4 2.713 2.604 0.040
The Sig value or P-value less than 0.05 signify that the Null hypothesis is rejected in this case again
and hence the factor or independent variable Age has significant impact on the dependent variable
Importance of Menu pricing.
b. MANOVA
Sum of Mean
Squares df Square F Sig. Interpretation
Importance Between
19.934 4 4.984 8.726 0.000
of Service Groups Sig<0.05, hence
Within the feasibility
62.250 109 0.571
Groups influences the
Total 82.184 113 Imp of service
Importance Between
14.117 4 3.529 4.557 0.002
of Hygiene Groups Sig<0.05, hence
Within the feasibility
84.409 109 0.774
Groups influences the
Total 98.526 113 Imp of Hygiene
Importance Between Sig<0.05, hence
11.140 4 2.785 2.763 0.031
of Prompt Groups the feasibility
Service Within influences the
109.886 109 1.008
Groups Imp of Prompt
Total 121.026 113 Service
Good staff Between Sig>0.05, hence
6.016 4 1.504 1.803 0.133
Groups the feasibility
Within does not
90.932 109 0.834
Groups influence Good
Total Staff
96.947 113
requirements
Quality of Between
6.249 4 1.562 2.876 0.026
food Groups Sig<0.05, hence
Within the feasibility
59.199 109 0.543
Groups influences the
Total 65.447 113 Quality of food
This table shows the impact of the factor variable, Feasibility on dependent variables which the
respondents were asked to rate in a scale of 1-5 with 5 being the most important and 1 being the
least important. It shows that the factor variables influences most of these variables except three of
them viz Importance of Add-ons, location and good-staff.
Factor Analysis
Variable Key
Interpretation
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .782 >than 0.5, sample adequate
Bartlett's Test of Approx. Chi-Square 825.914
Sphericity Df 66
Sig. .000 <0.0.5 Data set Significantly
correlated
4. Attitude Analysis:
The most repeated ideas/ perceptions are plotted on a Pareto chart to quantify the
importance of that particular attitude towards the new concept.
Question 8: Write down a few words that occur to you when you think of an exclusive tea experience?
25
20 17 16 15
15
11
10 9 8 8 7 7
5 4 4 4 4 4
5
20
20
15 14
13
10
10 9 9
7
6
5 5 5
5 4 4
15
15
10
10 9
8 8
6 6
5 5 5
5 4
25
20
20
17
15
11
10 9
7
6
5 4
0
Variety of Good One more Low risk Can't say Exclusive Interesting New
tea Ambience hangout experience concept
place added
Question 12:
„Write an adjective that you relate to the tea beverage that is described below:‟
30 27
25
21
19 18
20
15 12 11 11
9
10 7 7 6 6 6 6 5 4
5
Positive adjectives, like Delicious, exotic, refreshing contribute maximum to the total frequency.
35 32
30
24
25
20
14 13
15
11
10
6 6 5 5 5 4
5
Positive adjectives, like Healthy, refreshing, exotic, contribute maximum to the total frequency.
Dear Respondent,
Thank you for choosing to fill in this survey!
This survey intends to gather your opinion on the idea of an exclusive tea experience outlet.
It will provide you numerous tea variants and an elite ambience that will allow you to
indulge in the tea experience.
With warm regards,
Team 6D
IMT Nagpur.
Name:
Question 1
Are you aware of a similar concept (tea experience) from before? Yes/No
Question 2
< 15 minutes
16-30 minutes
30-60 minutes
More than an hour.
Question 3
<50
50 -150
150 – 250
>250
Friends
Family
Colleagues
Girlfriend/Boyfriend
Question 5
How much importance do you assign to the following features (Tick beneath the rating, 5 – Most
important, 1–Least important)?
1 –Least 5- Most
Rating 2 3 4
important Important
a. Quality of service
b. Hygiene
c. Promptness of service
d. Professionalism and friendliness
of staff
e. Freshness/quality of food
f. Ambience/Décor
g. Seating arrangement and Lighting
h. Menu pricing
i. Variety of tea
j. Variety of Snacks
k. Location
l. Quality of service
m. Add –ons
Question 6
1 –Least 5- Most
Rating 2 3 4
important Important
a. Background music
b. Mini – Library
c. Wireless Internet connectivity
d. Party room/ arrangements
If an Exclusive tea outlet opens up at Nagpur, what are the chances that you will become a regular
visitor of the place?
Highly Probable
Mostly Probable
Probable
Mostly Improbable
Highly Improbable
Question 8
Write down a few words that occur to you when you think of an exclusive tea experience?
_________________
_________________
_________________
_________________
_________________
Question 9
How will an exclusive tea experience be different from the current hangout venues?
_________________
_________________
_________________
_________________
_________________
Question 10
__________________________________
__________________________________
__________________________________
__________________________________
Question 11
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
Question 12
Write an adjective that you relate to the tea beverage that is described below:
1. Amaretto Tea contains Added Almond liqueur to hot tea and topping with whipped cream
______________
2. Tangerine Tea Made with black or orange pekoe tea and freshly squeezed juice with
optional addition of peach brandy or peach schnapps
______________
3. Jasmine Tea Enjoy this very floral Green Tea and experience why it is China‟s favorite and
most consumed exotic tea. Jasmine is harvested in the afternoon and stored until evening
when its fragrance is at its fullest.
______________
4. Green tea The freshness of tea with all possible health benefits
______________
5. Moroccan mint tea This exotic tea consists of Chinese Gunpowder tea (high quality Green
Tea hand rolled into small pellets) and the flavors of Spearmint and Peppermint.
______________
6. White tea The combination of White Tea‟s Yin Zhen buds and Ginger Root produces a
delicate aromatic exotic tea with zest. White tea and Ginger is a wonderful combination and
this tea is often called “The Pleasure of the Orient”.
______________
7. Darjeeling Black tea Darjeeling Black Tea is considered the champagne of teas. Light in
color and thin-bodied this gourmet tea has a muscatel flavor and a slightly astringent after
taste. There are seasonal differences to note.
______________