Market research on Consumer preference

for Tetley Green tea on student circle in Chennai

SUBMITTED BY: Vignesh B

REG NO: RSB1501026
COURSE FACULTY: Fundamental Marketing Research
FACULTY: Dr. Tapan Sarker
SUBMISSION DATE: 15-02-2016

Tetley Green tea

(Tetley Green Tea The easy way to stay healthy)

Market research on consumer preference for Tetley green tea on student circle in Chennai

Title
Consumer preference for Tetley Green tea on student circle in Chennai
Introduction
Tetley is an English beverage manufacturer, and the world's second largest
manufacturer and distributor of tea. Tetley's manufacturing and distribution business is spread
across 40 countries and sells over 60 branded tea bags. It is the largest tea company in the United
Kingdom and Canada and the second largest in the United States by volume. It is a wholly
owned subsidiary of Tata Global Beverages

Green tea is one of the fastest-growing segments of the global tea industry. It is prepared from
the leaves from camellia Sinensis that have undergone minimal oxidation during processes.
Generally, people take green tea due to its health benefits purpose. The concept of green tea was
originated from China and later spread all over the world.
Situation
While green tea is not a brand new segment, it is one that has tea
majors, Tata Global Beverages (Tata) with Tetley and Hindustan Unilever (HUL)
with Lipton and Taj Mahal, rooting for us to go green. In the process, they have beaten the
erstwhile leader, London-based Twinings, and are going neck and neck with each other.
The steady rise in competition indicates the segment's significance.
The ubiquity of tea has made focus on new segments inevitable to obtain further growth.
With near-complete market penetration, black tea is saturating. The total branded tea
market is about Rs 9,500 crore, growing at about 5 per cent. But the branded green tea
market, in contrast, is at about Rs 150 crore, growing faster at 21 per cent.
With retail margins that can be 50 per cent more than that of black tea, according to Techno
Pak consultants, the stir in the green tea market is hardly a surprise.

Problem statement
Traditional black tea dominates the whole tea market, but now Green tea has a higher growth
rate compared to black tea
Within the tea industry, the green tea is one of the fastest growing segments due to increasing
health consciousness along with enhancing consumer awareness about the health benefits of
green tea.
Research process
First we defined the problem Refer the problem statement above. Next we declared our research
objective refer the next section. The third step was to develop the questionnaire to gather the data
we needed to achieve our objective. Forth, we launched the survey and gathered the result,
determined the conclusions, and prepared the research report

Research objective
The specific objective of the research is to answer the following question.
To understand the consumer preference for Green tea?
To understand the purchasing behavior of customers for green tea
To understand how much conscious is there among student circle? In terms of health and
fitness.
Method

This section covers the method used to conduct the research for the project

Research Approach
My general approach was to target a number of student with specific question that I believed
would satisfied our research objective. To speed up the data collection process, I conduct a
survey on hard copy among student to identify the potential opportunities and risks on green tea
product
Collection
I gathered my research data using a questionnaire on hard copy, I used to collect data personally,
one on one interview with sample participants for making it easy for student.
Questionnaire
I designed a survey that included a total of 12 questions, I organized the questions into the
following category:
Product awareness
Product preference
Reason and frequency of usage

Product name: Tetley Green tea

Instructions:
1) Tick the box which best suits your answer
2) Fill in the blanks in the space provided
3) Circle or tick the number that you rate

Name: ____________________

May I contact you about your input at a later date?

If so, please provide your e-mail address: ______________________

1 What is your Gender?

a) Male
b) Female

2 How much you aware of this product

a) Very much
b) Moderate
c) Unaware
3 How often would like to drink green Tea?
a)
b)
c)
d)

Rarely
Once or twice a week
Once or twice a month
Once a day

4 When would you like to drink green Tea?

a)
b)
c)
d)

Morning
Afternoon
Night
Others ________________

5 Expect green tea, what you like to drink?

a) Milk
b) Cool drinks
c) Coffee
d) Others_________________

6 What is your favorite brand of Tea?

a)
b)
c)
d)

Tata tea
Lipton
Taj mahal
Others ________________

7 Rank these factors, based on importance, in deciding on your purchase of green tea.
(1 -most important to 5-least important)

a)
b)
c)
d)

Price
Taste
Health benefits
Brand

1
1
1
1

2 3 4 5
2 3 4 5
2 3 4 5
2 3 4 5

8 How often will you buy the green tea

a)
b)
c)
d)
e)

3 times in a week
1-3 times in a week
Monthly
Less than a month
Never

9 Who in your family drinks green Tea (you may select more than one 1)
a)
b)
c)
d)

Siblings
Parents
Grandparents
None

10 Do you know of any health benefits that come with green tea?
a) Yes
b) No
11 Where do you purchase your green tea?
a) Supermarket
b) Neighborhood provision shops
c) Others _______________

12 Do we share this data or you need to be privacy

a) Yes, you can
b) no
Sample plan
I selected a number of individuals from my personal network that I thought were knowledge
about the space

Sample size
I conduct a survey among 100 individuals
Target audience
Students and my friend circle
Survey period
2 Feb 2016 12 Feb 2016
Analysis overview
We analyzed the research data with the intention of applying, the information learned towards
my stated objective. That is, we wanted to determine consumers attitude towards tea product,
and how to leverage that information towards information.
To accomplish the analysis, we analysis using several approaches, such as chart analysis and we
especially interested in understanding how gender and generation affected attitude towards tea
product
Findings
This section shows the survey, result, analysis.
Result
The survey result is shown below.

1 What is your Gender?

No of response
Female; 17%

male; 83%

male

Female

2 How much you aware of this product

No of response

unaware; 25%

Very much; 45%

moderate ; 30%

Very much

moderate

3 How often would like to drink green Tea

unaware

No of response

Once in a day; 35%

Rarely ; 40%

Once or twice a month; 4%

Once or twice a week ; 21%
Rarely

Once or twice a week

Once or twice a month

Once in a day

4 When would you like to drink green Tea?

No of response
Others; 2%
Night ; 15%

Morning; 83%

Morning

Afternoon

5 Expect green tea, what you like to drink?

Night

Others

No of response
Milk; 22%
Others; 31%

Cool drinks ; 7%

Coffee ; 40%
Milk

Cool drinks

Coffee

Others

6 What is your favorite brand of Tea?

No of response
Tata tea; 13%

Others; 36%
Lipton; 18%

Taj mahal ; 33%

Tata tea

Lipton

Taj mahal

Others

7 Rank these factors, based on importance, in deciding on your purchase of green tea.
(1 -most important to 5-least important)

No of response
(1 -most important to 5-least important); 13%

Price

Taste

; 8%

; 79%

(1 -most important to 5-least important)

Price

Taste

Health benefits

8 How often will you buy the green tea

No Response
Less than a month; 8%
3 times in a week; 14%

1-3 times in a week ; 26%

Monthly; 52%

3 times in a week
Monthly

1-3 times in a week

Less than a month

9 Who in your family drinks green Tea

No Response
Siblings; 2%
Parents ; 11%

Grandparents; 7%

None; 80%

Siblings

Parents

Grandparents

None

10 Do you know of any health benefits that come with green tea?

No Response
Yes; 2%

Do you know of any health benefits that come with green tea? ; 98%
Do you know of any health benefits that come with green tea?
Yes
No

11 Where do you purchase your green tea?

No Response
Others; 6%

Supermarket ; 44%

Neighborhood provision shops; 50%

Supermarket

Neighborhood provision shops

Others

12 Do we share this data or you need to be privacy

No Response
no; 2%

Yes, you can; 98%

Yes, you can

no

Analysis and visual

In this section, we analyze the data, with the intent of discovering insights into the market

Conclusions and Recommendation

Bibliography and references