CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

TABLE SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY GENDER
TABLE: 4.1

NO. OF

PERCENTAGE

RESPONDENTS

(%)

Male

24

48

Female

26

52

TOTAL

50

100

GENDER

Source: Primary data

INFERENCE
The above table shows that 48% of the respondents are male and 52% of the respondents
are female.
Thus the majority of the respondents are male.

CHART SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY GENDER

CHART: 4.1

TABLE SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY AGE

TABLE: 4.2
NO. OF

PERCENTAGE

AGE

RESPONDENTS

(%)

Below 20

21-30

30

60

14

28

Above 40

12

TOTAL

50

100

31-40

Source: Primary data

INFERENCE

The above table shows that 2% of the respondents come under the age group of
below 20 years,60% of the respondents come under the age group of 21-30 , 28% of the
respondents come under the age group of 31-40 and 12% of the respondents come under
above 40 years.
Thus the majority of the respondents come under the age group of 21-30 years.

CHART SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY AGE

CHART: 4.2

TABLE SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY

MARITAL STATUS
TABLE: 4.3

MARITAL

NO. OF

PERCENTAGE

STATUS

RESPONDENTS

(%)

Married

32

64

Unmarried

18

36

TOTAL

50

100

Source: Primary data

INFERENCE
The above table shows that 64% of the respondents are married
respondents are unmarried.
Thus the majority of the respondents are married.

and 36% of the

CHART SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY

MARITAL STATUS
CHART: 4.3

TABLE SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY

EDUCATIONAL LEVEL
TABLE: 4.4
NO. OF

PERCENTAGE

RESPONDENTS

(%)

18

26

52

Others

13

26

TOTAL

50

100

EDUCATION

Up to +2
Graduate
Post Graduate

Source: Primary data

INFERENCE
The above table shows that 2% of the respondents come under the up to +2 educational
category, 18% of the respondents come under the graduate educational category, 52% of the
respondents come under the post graduate educational category and 26% of the respondents
come under the others educational category.
Thus the majority the respondents come under the post graduate educational category.

CHART SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY

EDUCATIONAL LEVEL
CHART: 4.4

TABLE SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY

OCCUPATION
TABLE: 4.5
NO. OF

PERCENTAGE

OCCUPATION

RESPONDENTS

(%)

Business

14

28

Professional

13

26

Employed

12

Others

17

34

TOTAL

50

100

Source: Primary data

INFERENCE

The above table shows that28% of the respondents are business persons, 26% of
the respondents are professional, 12% of the respondents are employed and 34% of the
respondents are other peoples.
Thus the majority of the respondents are business peoples.

CHART SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY

OCCUPATION
CHART: 4.5

TABLE SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY

FAMILY SIZE
TABLE: 4.6
NO. OF

PERCENTAGE

FAMILY SIZE

RESPONDENTS

(%)

Only 2

13

26

2 to 4

28

56

4 to 6

14

Above 6

TOTAL

50

100

Source: Primary data

INFERENCE

The above table shows that 26% of the respondents having only 2 family
members, 56% of the respondents having 2-4 family members, 14% of the respondents
having 4-6 family members and 4% of the respondents having above 6 family members.
Thus the majority of the respondents having 2-4 family members.

CHART SHOWING THE CLASSIFICATION OF THE RESPONDENTS BY

FAMILY SIZE
CHART: 4.6

TABLE SHOWING THE RESIDENT LOCATION

TABLE: 4.7
NO. OF

PERCENTAGE

RESIDENCY

RESPONDENTS

(%)

Rural

21

42

Urban

16

32

Semi urban

Town

18

TOTAL

50

100

Source: Primary data

INFERENCE
The above table shows that 42% of the respondents resident location is rural, 32% of the
respondents resident location is urban, 8% of the respondents resident location is semi urban and
18% of the respondents resident location is town.
Thus the majority of the respondents resident location is rural.

CHART SHOWING THE RESIDENT LOCATION

CHART: 4.7

TABLE SHOWING THE RESPONDENTS INCOME

TABLE: 4.8
NO. OF

PERCENTAGE

INCOME

RESPONDENTS

(%)

Up to 10000

18

36

10001-15000

18

36

15001-20000

10

20

Above 20000

TOTAL

50

100

Source: Primary data

INFERENCE

The above table shows that 36% of the respondents income is up to Rs. 10,000,
36% of the respondents income is Rs.10,001 -15,000 , 20% of the respondents income is
Rs. 15,001- 20,000 and 8% of the respondents income is above Rs. 20,000.
Thus the majority of the respondents income is up to Rs, 10,000 and Rs. 10,00115,000.

CHART SHOWING THE RESPONDENTS INCOME

CHART: 4.8

TABLE SHOWING THE MOST LIKABLE AND USING BRAND

TABLE: 4.9

BRAND

NO. OF

PERCENTAGE

RESPONDEN

(%)

TS
Chakra Gold Tea

38

76

Broke Bond 3 Roses Tea

10

Tajmahal

Others

12

TOTAL

50

100

Source: Primary data

INFERENCE
The above table shows that 76% of the respondents now using Chakra gold tea brand, 10
of the respondents now using Broke Bond 3 Roses Tea brand, 2 of the respondents now using
Tajmahal tea brand and 12% of the respondents now using other brands.
Thus the majority of the respondents now using Chakra gold tea brand.

CHARTSHOWING THE MOST LIKABLE AND USING BRAND

CHART: 4.9

TABLE SHOWING THE SOURCES OF KNOW ABOUT THIS TEA

TABLE: 4.10
NO. OF

PERCENTAGE

OPTIONS

RESPONDENTS

(%)

Television

25

50

Magazine

12

Newspaper

10

20

Relation

18

TOTAL

50

100

Source: Primary data

INFERENCE
The above table shows that 50% of the respondents know about this tea via television,
12% of the respondents know about this tea via magazine, 20% of the respondents know about
this tea via newspaper and 18% of the respondents know about this tea via relation.
Thus the majority of the respondents know about this tea via television.

CHART SHOWING THE

CHART SHOWING THE SOURCES OF KNOW ABOUT THIS TEA

CHART: 4.10

TABLE SHOWING THE USING PERIOD OF THIS TEA

TABLE: 4.11
NO. OF

PERCENTAGE

USING PERIOD

RESPONDENTS

(%)

Below 2 years

11

22

2-3 years

16

32

3-4 years

17

Above 4 years

16

32

TOTAL

50

100

Source: Primary data

INFERENCE

The above table shows that 22% of the respondents are using the product in below
2 years, 32% of the respondents are using the product in 2-3, 17% of the respondents are
using the product in 3-4 years and 32% of the respondents are using the product in above
4 years.
Thus the majority of the respondents are using the product in 2-3 years and above
4 years.

CHART SHOWING THE USING PERIOD OF THIS TEA

CHART: 4.11

TABLE SHOWING USING MONTHLY QUANTITY OF CHAKRA GOLD TEA\

TABLE: 4.12

QUANTITY

NO. OF

PERCENTAGE

RESPONDENT

(%)

S
Below 150 Gram

16

200 Gram

20

40

250 Gram

18

Above 250 Gram

13

26

TOTAL

50

100

Source: Primary data

INFERENCE
The above table shows that 16% of the respondents are using below 150 Gram per month,
40% of the respondents are using 200 Gram per month, 18% of the respondents are using 250
Gram per month and 26% of the respondents are using above 250 Gram per month.
Thus the majority of the respondents are using 200 Gram per month.

CHART SHOWING USING MONTHLY QUANTITY OF CHAKRA GOLD TEA

CHART: 4.12

TABLE SHOWING THE SATISFACTION OF DRINKING CHAKRA GOLD TEA

TABLE: 4.13

SATISFACTION
LEVEL

NO. OF

PERCENTAGE

RESPONDENT

(%)

High satisfied

11

22

Satisfied

33

66

Normal

Dissatisfied

TOTAL

50

100

Source: Primary data

INFERENCE

The above table shows that 22% of the respondents are highly satisfied with
drinking chakra Gold Tea, 66% of the respondents are satisfied with drinking chakra
Gold Tea, 8% of the respondents are normal with drinking chakra Gold Tea and 4% of the
respondents are dissatisfied with drinking chakra Gold Tea.
Thus the majority of the respondents are satisfied with drinking chakra Gold Tea.

CHART SHOWING THE SATISFACTION OF DRINKING CHAKRA GOLD TEA

CHART: 4.13

TABLE SHOWING THE SATISFACTION WITH PRICE

TABLE: 4.14
NO. OF

PERCENTAGE

RESPONDENTS

(%)

High satisfied

21

42

Satisfied

20

40

Normal

16

Dissatisfied

TOTAL

50

100

SATISFACTION
LEVEL

Source: Primary data

INFERENCE

The above table shows that 42% of the respondents are highly satisfied with price,
40% of the respondents are satisfied with price, 16% of the respondents are normal with
price and 4% of the respondents are dissatisfied with price of Chakra Gold Tea.
Thus the majority of the respondents are highly satisfied with price of Chakra
Gold Tea.

CHART SHOWING THE SATISFACTION WITH PRICE

CHART: 4.14

TABLE SHOWING THECOMPARISION BETWEEN CHAKRA GOLD TEA

AND OTHER TEA BRANDS
TABLE: 4.15

SATISFACTION
LEVEL

NO. OF

PERCENTAGE

RESPONDENT

(%)

High satisfied

15

30

Satisfied

28

56

Normal

Dissatisfied

TOTAL

50

100

Source: Primary data

INFERENCE

The above table shows that 30% of the respondents are highly satisfied with
Chakra Gold Tea brand, 56% of the respondents are satisfied with Chakra Gold Tea
brand, 8% of the respondents are normal with Chakra Gold Tea brand and 6% of the
respondents are dissatisfied with Chakra Gold Tea brand compared to other tea brands.

Thus the majority of the respondents are satisfied with Chakra Gold Tea brand
compared to other tea brands.

CHARTSHOWING THECOMPARISION BETWEEN CHAKRA GOLD TEA

AND OTHER TEA BRANDS
CHART: 4.15

TABLE SHOWING THE REASONS TO CHOOSING CHAKRA GOLD TEA

TABLE: 4.16
NO. OF

PERCENTAGE

RESPONDENTS

(%)

18

Quality

28

56

Advertisement

12

Price

14

TOTAL

50

100

REASONS

Brand name

Source: Primary data

INFERENCE
The above table shows that 18% of the respondents are choosing Chakra Gold Tea by its
brand name, 56 % of the respondents are choosing Chakra Gold Tea by its quality, 12% of the
respondents are choosing Chakra Gold Tea by its advertisement and 14% of the respondents are
choosing Chakra Gold Tea by its price.
Thus the majority % of the respondents are choosing Chakra Gold Tea by its quality.

CHART SHOWING THE REASONS TO CHOOSING CHAKRA GOLD TEA

CHART: 4.16

TABLE SHOWING THE MAJOR INFLUENCE IN PURCHASE DECISION

TABLE: 4.17
NO. OF

PERCENTAGE

RESPONDENTS

(%)

Husband

12

Wife

15

30

Parent

20

40

Others

18

TOTAL

50

100

INFLUENCE
PERSON

Source: Primary data

INFERENCE
The above table shows that 12% of the respondents said that husband is the major
influence in purchasing decision, 30% of the respondents said that wife is the major influence in
purchasing decision, 40% of the respondents said that parent is the major influence in purchasing
decision and 18% of the respondents said that others is the major influence in purchasing
decision.
Thus the majority of the respondents said that parent is the major influence in purchasing
decision.

CHART SHOWING THE MAJOR INFLUENCE IN PURCHASE DECISION

CHART: 4.17

TABLE SHOWING THE IMPORTANT OF THIS TEA

TABLE: 4.18
NO. OF

PERCENTAGE

OPTIONS

RESPONDENTS

(%)

Very much

37

74

Moderate

11

22

Low

TOTAL

50

100

Source: Primary data

INFERENCE
The above table shows that 74% of the respondents giving very much important to this
tea, 22% of the respondents giving moderate important to this tea and 4% of the respondents
giving low important to this tea.
Thus the majority of the respondents giving very much important to this tea.

CHART SHOWING THE IMPORTANT OF THIS TEA

CHART: 4.18

TABLE SHOWING THE MONTHLY SPENT FOR BUYING CHAKRA GOLD TEA
TABLE: 4.19
NO. OF

PERCENTAGE

RESPONDENTS

(%)

Less than 150

18

36

150-200

20

40

Above 200

12

24

TOTAL

50

100

MONTHLY
SPENT

Source: Primary data

INFERENCE

The above table shows that 36% of the respondents are monthly spent less than Rs.150
for buying Chakra Gold Tea, 40% of the respondents are monthly spent Rs.150-200 for buying
Chakra Gold Tea and 24% of the respondents are monthly spent above Rs.200 for buying
Chakra Gold Tea.
Thus the majority of the respondents are monthly spent Rs.150-200 for buying Chakra
Gold Tea.

TABLE SHOWING THE MONTHLY SPENT FOR BUYING CHAKRA GOLD TEA
TABLE: 4.19

CHAPTER V
5.1 FINDINGS

52% of the respondents are female.

60% of the respondents come under the age group of 21-30.
64% of the respondents are married.
52% of the respondents come under the post graduate educational category.
34% of the respondents are other peoples.
56% of the respondents having 2-4 family members.42% of the respondents
resident location is rural.

36% of the respondents income is up to Rs, 10,000 and Rs. 10,001- 15,000.
76% of the respondents now using Chakra gold tea brand.
50% of the respondents know about this tea via television.
32% of the respondents are using the product in 2-3 years and above 4 years.
40% of the respondents are using 200 Gram per month.
66% of the respondents are satisfied with drinking chakra Gold Tea.
42% of the respondents are highly satisfied with price.
56% of the respondents are satisfied with Chakra Gold Tea brand.
56 % of the respondents are choosing Chakra Gold Tea by its quality.
40% of the respondents said that parent is the major influence in purchasing

decision.
74% of the respondents giving very much important to this tea.
40% of the respondents are monthly spent Rs.150-200 for buying Chakra Gold
Tea.

5.2 SUGGESTIONS

Most of the respondents buy this product for its quality, so the TATA Tea industry
should maintain the same quality.

 The company should reduce the price of Chakra Gold Tea than other brands of
Tea. Surely, it will increase the sale.
The company may conduct a periodical survey about consumer behavior to know
the various opinions and suggestions of consumers. It will help to capture more
shares in the market.
Taste must be maintained.
To improve the advertisement through newspaper, banner is effectively.
To introduce offer and gifts of buying the product, it will be attract all types of
customers.

5.3 CONCLUSION
The study was carried out the consumer behavior towards Chakra Gold Tea special
reference to Velur Town provides an insight how consumers arrive at purchase decision
and the variable which influences their decision.
From this study the researcher concludes that the awareness of Chakra Gold Tea is
very high through attractive advertisement. The people due to good quality and taste
consume Chakra Gold Tea. The Chakra Gold Tea is one of the fast moving products in
Velur Town. Majority of the respondents are satisfied with the Chakra Gold Tea. The
manufacturer can easily capture the market but maintain the consumer for a long period is
a difficult one. Because the consumers taste and preferences are flexible one.

From this study is helpful for me to known about the consumer behavior, I have
present my findings, recommendations & suggestion regarding the consumer behavior. I
hope that the TATA tea indutry will take these considerations in future.

BIBLIOGRAPHY

Reference Books

Donald R Cooper Pamela S Schindler, Business Research Method, Tata Mc

Graw Hill Publishing Company Ltd., 8th edition, 2003.
Kazmi S.H.H & Satish K Batra, Advertising & Sales Promotion, Excel Books,
Second Edition, 2006.
Kothari C.R., Research Methodology, New age international Prakashan
Publishers, Second edition, 2004.

 Memoria. C.B. and Sathish Memoria (1985), Marketing Management, Ketab

Mahal, New Delhi.
Philip Kotler (2000), Marketing Management, Prentice Hall of India, New
Delhi.

Websites
www.marketingstrategies.org
www.google.com
www.tata.com
www.tataglobalbeverages.com

A STUDY ON CONSUMER BEHAVIOUR TOWARDS CHAKRA GOLD TEA WITH

SPECIAL REFERENCE TO VELUR TOWN

QUESTIONAIRE
1.Name of the Respondent :
2.Gender:
( a ) Male

( b ) Female

3.Age:
( a ) Below 20

( b ) 21-30

(c)

( d ) Above 40

31-40

4. Marital status :
( a ) Married

( b ) Unmarried

5. Educational Qualification
( a ) Up to +2

( b ) Graduate

( c ) Post Graduate

( d ) Others

6.Occupation
( a ) Business

( b ) Professional

( c ) Employed

( d ) Others

7.Family members
( a ) Only 2

( b ) 2 to 4

( c ) 4 to 6

( d ) Above 6

8. Nature of the resident location

( a ) Rural

(b)

Urban

( c ) Semi urban

( d ) Town

9. Income :
( a ) Up to Rs. 10,000

( b ) Rs. 10,000 - 15,000

( c ) 15,000 - 20,000

( d ) Above 20,000

10. Which brand tea most like able and using now?
( a ) Chakra Gold Tea

( b ) Broke Bond 3 Roses Tea

( c ) Tajmahal

( d ) Others

11. How do you know about this tea?

( a ) Television

( b ) Magazine

( c ) Newspaper

( d ) Relation

12. How long you have been using this tea?

( a ) Below 2 years

( b ) 2-3 years

( c ) 3-4 years

( d ) Above 4 years

13.Tell the quantity of Chakra Gold tea using a month?

( a ) Below 150 Gram

( b ) 200 Gram

( c ) 250 Gram

( d ) Above 250 Gram

14. Are you satisfied by drinking the Chakra Gold tea?

( a ) High satisfied

( b ) Satisfied

( c ) Normal

( d ) Dissatisfied

15. Are you satisfied with price?

( a ) High satisfied

( b ) Satisfied

( c ) Normal

( d ) Dissatisfied

16. Are you satisfied by Chakra Gold tea when compare with other tea?
( a ) High satisfied

( b ) Satisfied

( c ) Normal

( d ) Dissatisfied

17. What do you consider to be the most important while choosing this tea?
( a ) Brand name

(b)

Quality

( c ) Advertisement

( d ) Price

18. Who is the major influence in purchase decision?

( a) Husband

( b ) Wife

( c ) Parent

( d ) Others

19.How much important do you give to this tea?

( a) Very much

( b ) Moderate

( c ) Low

20. How much you spend on buying Chakra Gold tea for a month?
( a) Less than 150

( b ) 150-200

( c ) Above 200

21. Do you have any opinion and suggestion about the product?
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