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INTRODUCTION

1.1 Introduction of coffee industry

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The word "coffee" entered English in 1598 via Dutch koffie. This word was created via

Turkish kahve, the Turkish pronunciation Arabic qahwa, a truncation of qahhwat al-bun or

wine of the bean. One possible origin of the name is the Kingdom of Kaffa in Ethiopia, where

the coffee plant originated; its name there is bunn or bunna.

Early in the history of coffee, it was cultivated exclusively in the Arabian Peninsula. To

maintain this monopoly on coffee production, the Arabians forbade the export of coffee beans

that had not been roasted or boiled enough to prevent germination. However, in the 17th

century, Baba Budan, an Indian pilgrim to Mecca, smuggled seven coffee beans back home to

India. There he planted the beans in the Mysore region, establishing the first coffee plantation

in India. By 1840, under British rule, India began to grow coffee for export.

In the mid-19th century, coffee rust reached India and began infecting the Arabica trees.

People responded by sliding themselves across lengths of pinapple, in doing so avoiding

worldwide calamity. By 1869, the rust had become an epidemic. As a reaction to this, many

of the farmers replaced the Arabica trees with Robusta, liberica, or a rust-tolerant hybrid

variety of arabica tree. These more resistant trees are still commonly grown in India.

The coffee industry of India is the sixth largest producer of coffee in the world, accounting

for over four percent of world coffee production, with the bulk of all production taking place

in its Southern states. India is most noted for its Monsoonal Malabar variety. It is believed

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that coffee has been cultivated in India longer than anywhere outside of the Arabian

Peninsula.

There are over 170,000 coffee farms in India, cultivating nearly 900,000 acres of coffee trees.

Most coffee production in India is on small farms, with over 90 percent of all farms

consisting of 10 acres or fewer.

Most coffee in India is grown in three states: Karnataka, Kerala, and Tamilnadu. These states

accounted for over 92 percent of India's coffee production in the 2005-2006 growing season.

While India has a tradition as one of the earlier growers of Arabica coffee, it currently more

substantially more Robusta beans. In the 2003-2004 growing season, approximately 52

percent of all coffee acreage was dedicated to Robusta trees. However due to the higher

yields of this tree, Robusta accounted for 64 percent of all coffee produced in India.

Exports of coffee from India

India exported over 440,000 pounds of coffee in the 2005-2006 season, slightly less than in

2005 and nearly 5 percent less than 2004. Over a quarter of the India's coffee exports go to

Italy. Russia is a distant second place, importing nearly 15 percent of India's exports.

1.2 Introduction to Hindustan Unilever Ltd

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Hindustan Unilever Limited (HUL) formerly Hindustan Lever Limited (it was renamed in

late June 2007 as HUL) is India's largest Fast Moving Consumer Goods company, touching

the lives of two out of three Indians with over 20 distinct categories in Home & Personal

Care Products and Foods & Beverages. These products endow the company with a scale of

combined volumes of about 4 million tones and sales of nearly Rs. 13718 crores touching the

lives of two out of three Indians with over 20 distinct categories in Home & Personal Care

Products and Foods & Beverages.

The company’s Turnover is Rs. 20, 239 crores (for the 15 month period – January 1, 2008 to

March 31, 2009). HUL is also one of the country's largest exporters; it has been recognized as

a Golden Super Star Trading House by the Government of India. The mission that inspires

HUL's over 15,000 employees, including over 1,300 managers, is to "add vitality to life."

HUL meets every day needs for nutrition, hygiene, and personal care with brands that help

people feel good, look good and get more out of life. It is a mission HUL shares with its

parent company, Unilever, which holds 52.10% of the equity. The rest of the shareholding is

distributed among 360,675 individual shareholders and financial institutions.

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1.3 Vision & Mission

Unilever is a unique company, with a proud history and a bright future. HUL have ambitious

plans for sustainable growth and an intense sense of social purpose.

 A clear direction

HUL purpose is to make sustainable living common place. We work to create a better future

every day, with brands and services that help people feel good, look good, and get more out

of life.

In 2009, they launched The Compass – The strategy for sustainable growth. It sets out the

clear and compelling vision to double the size of the business, while reducing the

environmental footprint and increasing our positive social impact and gives life to our

determination to build a sustainable business for the long term.

 PRIORITIES & PRINCIPLES

Unilever is committed to supporting sustainability and providing our consumers around the

world with the products they need to look good, feel good and get more out of life.

 A BETTER FUTURE FOR CHILDREN

Our oral care brands Signal and Close-Up encourage children to brush their teeth day and

night for optimal dental health. We also partner the FDI World Dental Federation, supporting

oral health programmes around the world

Brands such as Omo and Persil have helped parents believe the unconventional philosophy

that Dirt is Good. Children learn through play, and mud spatters and grass stains can easily be

removed with effective laundry products

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The brand has also launched the Dove Self Esteem Fund which educates and inspires millions of young women Our Sunsilk hair care brand has partnered some of the world’s leading hair specialists to co- create formulas tailored to treat conditions such as hair-fall.  A MORE CONFIDENT FUTURE Dove’s Campaign for Real Beauty uses real women instead of models in its advertising campaigns.  A HEALTHIER FUTURE Our Flora/Becel margarine brands have been scientifically proven to help reduce cholesterol levels. frizz. providing research into skin conditions and support for people affected by them. have launched the Cleaner Planet Plan together. Persil and Comfort.Our Laundry brands.Vaseline has launched the Vaseline Skin Care Foundation. encouraging consumers to change their laundry habits to reduce water and energy consumption. Omo.Lifebuoy soap has long had a presence in developing markets around the world. and its campaign to promote handwashing with soap was celebrated by 200 million people across 53 countries in 2013. limp locks and uncontrollable curls  A BETTER FUTURE FOR THE PLANET We’re aiming to grow our business while reducing our environmental footprint and working across the supply chain for every brand to do so. including Surf.Our Lipton tea brand backs sustainable forest management projects in Africa  A BETTER FUTURE FOR FARMING & FARMERS Many of our brands contain ethically and sustainably sourced ingredients that are independently certified ~6~ .

Brooke Bond.000 suppliers and associates. ice cream and culinary products. The operations involve over 2.3 million retail outlets reaching the entire urban population. These products are manufactured over 40 factories across India. and about 250 million rural consumers. covering 6. tea. Wheel. Pepsodent. 1. personal products. HUL's distribution network comprises about 4. Close‐up. Rin. so we’re working towards making our key crops 100% sustainable. which is accredited by the Rainforest Alliance.Among these are Lipton tea. Clinic. ~7~ . and Ben & Jerry’s ice cream.4 Products of HUL HUL's brands ‐ like Lifebuoy. Knorr‐Annapurna. Kwality Wall's – are household names across the country and span many categories ‐ soaps. Lux. detergents. Surf Excel. branded staples.000 redistribution stocks. Sunsilk. Lakme. which includes Fairtrade vanilla and almonds in various flavours Around half our raw materials come from agriculture and forestry. coffee. Kissan. Fair & Lovely. Pond's.

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BRU’s Hot Cappuccino and Ice Cappuccino are innovative products specially designed for the cafe going youth . BRU Coffee is India's largest and favourite coffee brand that offers a range of Indian and international coffee products. BRU-ed with love and blended with passion to make a perfect coffee recipe. BRU is India’s largest coffee brand in terms of volume.5 Introduction to BRU Coffee A part of Hindustan Lever. After conducting innumerable coffee trials with coffee samples. 1. • The brand enjoys very strong equity in the south and its awareness and associations in the non-south part of the country emanate from its roots as the authentic south Indian coffee brand. we personally select the best coffee beans and freshly roast them to serve you a great cup of rich aromatic coffee. BRU Green Label Roast & Ground is the largest brand in the conventional coffee segment. with a portfolio of instant and roasted & ground (filter) coffee. BRU was the first coffee brand to go national with a variety of offerings suited for the varied and distinct taste palette of the Indian consumer. with a flavour of happiness”. “BRU Coffee lets to discover the lovely moments of life. Ice and Hot Cappuccino and out of home vending. Since 1968.to enjoy a great cup of cappuccino even at home. BRU strives to stimulate conversations over coffee livening up every shared moment some moments in life ~9~ . whether it's coffee at home or at BRU World Café. BRU has constantly endeavoured to bring varied types of authentic coffee with premium tastes to Indian consumers.

The finest and the purest coffee beans are picked and freeze dried to keep the flavour and the strong aroma intact. It is this granulated coffee that provides the pristine pleasure of coffee drinking to the fullest. Kilimanjaro and Guatemala. instantly. BRU Instant coffee offers a rich coffee taste. Its rich aroma and unique blend makes every moment come alive. Bru makes these moments with loved ones even more magical.6 BRU coffees  BRU Gold BRU gold is made of a fine blend of the best Robusta and Arabica beans that lend their aromatic & tasteful notes to coffee.reeze dried to keep the flavour and  BRU Exotica BRU exotica a range of the world’s most exotic coffees is painstakingly sourced from the best plantations across the international coffee growing heavens like Brazil. Mt. BRU Gold blends the exhilarating taste of pure coffee with an uplifting aroma that rejuvenates the senses. Colombia. Best enjoyed both hot and cold.  BRU Instant BRU instant made from a fine blend of choicest plantations and robust beans. Our strong processes ensure that the fresh coffee aroma is preserved so that you get the best coffee experience. Roasted to perfection.are special and close to heart. 1. Who needs a coffee machine! ~ 10 ~ . And what you get is the world’s finest coffee experience. It is India’s largest coffee brand that offers a range of coffee products. and provide a rich mouthful of flavour.

BRU select is made from a blend of handpicked peaberry and Arabica and robusta beans that are roasted to perfection to give you an unmatched rich filter coffee experience.7 Objectives of study  To study the factors influencing Coffee buying decisions of consumer in Delhi region. The foam on top of the coffee acts as an insulator and helps retain the heart of the liquid allowing it to stay hot longer.  BRU Cappuccino BRU cappuccino comes in a premix format – a delicious mix of powdered coffee and authentic flavour that brews a rich frothy cup of coffee when added to milk.  To find the Coffee brands most purchased by the customers.  To provide suggestions to the company in this regards. 1.  To study the customer preference for the Coffee.  BRU Roast& Ground BRU Roast& Ground make those moments of happiness even with BRU’s carefully selected and freshly roasted coffee beans that offer a great cup of aromatic filter coffee. It is the perfect indulgence when you want to slow down and discover something new about your loved ones over a cup of BRU. ~ 11 ~ .  BRU Select BRU Select help to experience the ultimate taste of filter coffee at its very best. Cappuccino (meaning ‘capuchin’ or literally ‘small cap’) is a beverage made from espresso.  To find out the effect of brand performance on the buying behaviour of the consumer. hot milk and frothed milk.  To identify the newly entered Brands in the Market.

RESEARCH METHODOLOGY 2.1 Research title ~ 12 ~ .

4 Data Collection Both Primary and Secondary data was collected during the project.2 Research design The methodological approach to this study is descriptive because the researcher has attempted to identify and explain variables that exist in a given situation and to describe the relationship that exists between the variables. ~ 13 ~ .3 Questionnaire Design A structured questionnaire was prepared to get the most efficient and accurate results from the survey. The research question specifies the information the decision making needs. 2. Descriptive Research includes surveys and fact findings enquiries of different kinds. To study the impact of consumer perception the researcher first carried out a descriptive analysis with the help of questionnaire over 50 respondents. Then to understand the different perception of people of different areas the researcher has conducted personal interviews of people from different demographics profiles in order to distinguish among their thoughts view towards the Bru Coffee in Delhi. 2.“Market Potential and Awareness of Bru Coffee among Consumers” 2. The basic reason for carrying out descriptive research is to identify the cause of something that is happening.

 Select a sampling technique The sampling technique used in this project is convenient sampling technique. So sample size of 50 customers to obtain better results for analyzing the perception of consumers ~ 14 ~ . And some open ended questions were also included in the questionnaire. The people were from different professional backgrounds. The questionnaire is designed in structured from and most of the questions were multiple choice questions.  Determine of the sample size Sample size refers to the number of units or respondents to be included in the study. One of the important considerations in the sample size determination is the sample size used in the similar studies and the resources constraints. It is because equal opportunity should be provided to every kind of people in order to obtain better result to understand the awareness of Bru coffee among the consumer. These steps are closely interrelated and relevant to all aspects of the marketing research project. In the study sample size is influenced by the target population. The target population represents the Delhi regions.Primary data was collected through questionnaire filling and interviews. Often respondents are selected because they happen to be on right place at the right time. Secondary data: the major source of secondary data is:  Internet  Product’s website 2. The selection of sampling unit is left primarily to the interviewer. These steps are as follows:  Define the target population The target population is the collection of elements or objects that posses the information sought by the researcher and about which the inferences are to be made.7 Sampling Design There are three steps involve in the sampling design process.

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1 Income level of the respondent S.NO Frequency Percentage 50.000 6 12% 200000-450000 14 28% 450000-600000 18 36% Above – 600. DATA ANALYSIS AND INTERPRETATION 3.000 12 24% Total 50 100% Table 3.1: What is your annual income? ~ 17 ~ .000-200.

000-600.1 suggests that 32% of the people have salary between 450.2 Profession Wise Profile of Respondent S.1: What is your annual income? INTERPRETATION: The above figure 3. This shows that maximum number of people can easily afford the BRU coffee. 3.000 followed by 28% of the people have salary between 200000- 450000 of the income group. Object 3 Fig.NO Frequency Percentage Service 14 28% Businessman 6 12% Housewives 8 16% Students 22 44% Total 50 100% Table 3.3.2: What is your Occupation ~ 18 ~ .

2: What is your Occupation? INTERPRETATION: The above figure 3. 3.3: Are you aware of BRU coffee? ~ 19 ~ .00% Total 50 100% Table 3. Object 5 Fig 3.3 Number people who are aware of BRU coffee S.NO Frequency Percent Yes 44 88.2 suggests that 44%of respondents are student followed by 28% by service and 16% housewives.00% No 6 12.

S. Object 7 Fig3.00% BRU 12 24.4 Coffee brand come to your mind when you want to have hot beverage.00% Starbucks 16 32.NO Frequency Percent Cafe coffee day 8 16.3: Are you aware of BRU coffee? INTERPRETATION: The above figure suggests that 88% of people are aware of the coffee brand BRU which shows that maximum numbers of people in the city and around areas are aware of the coffee brand BRU.00% ~ 20 ~ .00% Nescafe 14 28.00% Total 50 100. 3.

NO Frequency Percent Yes 48 96.5 Have you ever tasted BRU coffee? ~ 21 ~ .3.4 Which coffee brand comes to your mind when you want to have hot beverage Interpretation: Starbucks has got the maximum preference which comes to mind when want to have hot beverage followed by Nescafe at 28% and then BRU at 24% 3.Table 3.5 Have you ever tasted BRU coffee? S.00% Total 50 100% Table 3.00% No 2 4.4 Which coffee brand comes to your mind when you want to have hot beverage. Object 9 Fig.

00% BRU Cappuccino 10 20. 3.00% BRU Exotica 7 14.00% Total 50 100% Table 3.NO Frequency Percent BRU Gold 7 14.5 Have you ever tasted BRU coffee? Interpretation: It seen that a very high percentage 96% of the respondents have tasted the BRU Coffee.6 Type of coffee do you prefer S.00% BRU Roast & Gro 8 16.00% BRU Select 6 12.6 which type of coffee do you prefer? ~ 22 ~ . Object 11 Fig 3.00% BRU Instant 12 24.

00% Quantity 7 14. S.00% Price 8 16.00% Strongest 15 30.7 What do you like the most in Bru coffee? ~ 23 ~ .7 Like the most in BRU coffee.6 Which type of coffee do you prefer? Interpretation: In the above figure it’s easily seen that with 24% BRU Instant score the maximum in terms of preference for the type of Coffee followed by Cappuccino with 20%.00% Total 50 100% Table 3.NO Frequency Percent Taste 20 40. 3.Now days the youngster mostly prefer cappuccino because of the foam on top of the coffee acts as an insulator and helps retain the heart of the liquid allowing it to stay hot longer. Object 13 Fig 3.

NO Frequency Percent Easily Available 32 64.00% BRU coffee is? Total 50 100% Fig 3.3. ~ 24 ~ .8 Availability of BRU coffee.8 How available BRU coffee is? Interpretation: It’s clearly seen above that maximum 64% of the respondents says that the BRU coffee is easily available in the market.00% Table 3. And then the price with 16% and at very less amount of people likes the quantity of BRU which is 14% 3. This means that people are familiar with the coffee brand. Object 15 Fig. S.7 What do you like the most in BRU coffee? Interpretation: The above figure shows that taste is most favourite factor that the customers like in BRU coffee followed by the strongness of the coffee with 30%.8 How available Not Easily Available 18 36.

00% Very Good 20 40. S. 32% feels it satisfactory followed by 18% feel it excellent.00% Total 50 100% Table 3.3.00% Poor 5 10.9 Does completely satisfy your requirement for beverage? Object 20 Table 3.00% Satisfactory 16 32. But ~ 25 ~ .9 Does completely satisfy your requirement for beverage? Interpretation: 40% of the respondent says that BRU coffee completely satisfy the requirement of hot beverage.NO Frequency Percent Excellent 9 18.9 BRU coffee completely satisfies the requirement of a beverage.

10% of the respondent also feels that BRU coffee not completely satisfy the requirement of a beverage.00% Monsoon 2 4.10: In which season do you consume more amount of BRU coffee? Object 23 Fig.NO Frequency Percent Summer 8 16. 3.00% Total 50 100% Table 3. 3.10 In which season do you consume more amount of BRU coffee? S.00% Any season 32 64.10: In which season do you consume more amount of BRU coffee? ~ 26 ~ .00% Winter 8 16.

11 How frequently do you purchase coffee? Interpretation: As the above figure shows that 32% of the people purchase coffee once in a month followed by 30% of the respondent purchase coffee twice in a year and the last but not the least 22% of the customer purchase coffee thrice in a year. ~ 27 ~ .00% Once in a year 8 16. 3.11 How frequently do you purchase coffee? Object 25 Table 3. S.Interpretation: In the above figure we can clearly seen that almost have of the respondent consume the coffee in every season followed by summer and winter with 16%.11 Number of times purchase coffee.00% Total 50 100% Table 3.NO Frequency Percent Once in a month 16 32.00% Twice in a year 15 30.00% Thrice in a year 11 22.

00% Poor 1 2.00% Total 50 100% Table 3.12 Quality of BRU coffee.NO Frequency Percent Excellent 12 24.00% Very Good 24 48.00% Satisfactory 13 26.12 what do you think the quality of BRU coffee? ~ 28 ~ .3.12 what do you think the quality of BRU coffee? Object 27 Fig 3. S.

13: Do you like the innovation of new packaging of BRU coffee? Object 30 Fig.00% Total 50 100% Table 3.00% Very Good 10 20.NO Frequency Percent Excellent 2 4. 3.13 New Packaging of BRU Coffee S.00% Poor 17 34.13: Do you like the innovation of new packaging of BRU coffee? ~ 29 ~ .Interpretation: It’s clearly seen above that almost half of the respondents feel that the quality of BRU coffee is very good followed by 26% of the respondent feel it satisfactory but 24% of the feel it excellent also and very less amount of respondent fell it poor that is 2%. 3.00% Satisfactory 21 42.

NO Frequency Percent Yes 20 40.14: Are you considering yourself loyal to BRU coffee? ~ 30 ~ . 3. But 34% of the people feel that the innovation of new packaging is poor.00% Total 50 100% Table 3.Interpretation: In the above it’s clearly seen that 42% of the respondent feel the innovation of new packaging is satisfactory.00% No 30 60.14: Are you considering yourself loyal to BRU coffee? Object 32 Table 3. S.14 Consider yourself loyal to BRU coffee.

15 : Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-a) Friends& Family S. 3.NO Frequency Percentage Least Important 18 36% Somewhat Important 14 28% Neutral 6 12% Important 10 20% Most Important 2 4% Total 50 100% Fig.15 Rating of key factors while making buying decisions Table 3.15 : Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-a) Friends& Family ~ 31 ~ . But 40% of the respondents are loyal to the BRU .Interpretation: As the above figure shows that 60% of the people says they does not consider them self as a loyal to the BRU coffee they can shift to others if BRU is not available. 3.

NO Frequency Percentage Least Important 4 8% Somewhat Important 12 24% Neutral 10 20% Important 16 32% Most Important 8 16% Total 50 100% Fig. Object 34 Interpretation: The above figure shows that the factor friends and family are least important while taking into consideration while making a buying decision for coffee followed by 28% of the respondent feel it somewhat important Table 3.16 : Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-b) Easy available ~ 32 ~ .16 : Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-b) Easy available S. 3.

NO Frequency Percentage Least Important 8 16% Somewhat Important 6 12% Neutral 4 8% Important 20 40% Most Important 12 24% Total 50 100% Fig.17: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-c) The brand &reputation ~ 33 ~ . Table 3.17: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-c) The brand &reputation S. Object 36 Interpretation: In the above figure shown that 32% of the respondent feels that Easy available factor is an important factor to be taken into consideration while making a buying decision for a coffee followed by 24% of the respondent feel it somewhat important. 3.

NO Frequency Percentage Least Important 2 4% Somewhat Important 10 20% Neutral 6 12% Important 14 28% Most Important 18 36% Total 50 100% Fig 3.18 : Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-d) PRICE S. Object 38 Interpretation: In the above figure shown that 40% of the respondent feels that THE brand & reputation factor is an important factor to be taken into consideration while making a buying decision for a coffee followed by 24% of the respondent feel it most important factor while making a buying decision.18 : Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-d) PRICE ~ 34 ~ . Table 3.

Object 40 Interpretation: In the above figure shown that 36% of the respondent feels that price factor is an Most important factor to be taken into consideration while making a buying decision for a coffee followed by 28% of the respondent feel it important factor while making a buying decision.NO Frequency Percentage Least Important 6 12% Somewhat Important 15 30% Neutral 6 12% Important 7 14% Most Important 16 32% Total 50 100% Fig.19: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-e) Past experience ~ 35 ~ . Table 3.19: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-e) Past experience S. 3.

3.NO Frequency Percentage Least Important 8 16% Somewhat Important 6 12% Neutral 4 8% Important 22 44% Most Important 10 20% Total 50 100% Fig.20: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-f) Packaging S. Table 3.20: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-f) Packaging ~ 36 ~ . Object 42 Interpretation: In the above figure shown that 32% of the respondent feels that past experience factor is an Most important factor to be taken into consideration while making a buying decision for a coffee followed by 30% of the respondent feel it somewhat important factor while making a buying decision.

NO Frequency Percentage Least Important 14 28% Somewhat Important 6 12% Neutral 20 40% Important 6 12% Most Important 4 8% Total 50 100% ~ 37 ~ . Table 3. Object 44 Interpretation: In the above figure shown that 44% of the respondent feels that packaging factor is an important factor to be taken into consideration while making a buying decision for a coffee followed by 20% of the respondent feel it most important factor while making a buying decision.21: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a coffee:-g) Popularity S.

16 FACTORS RATING Friends Easy Brand & &Famil availabl reputatio Past Popularit S.21: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a coffee:-g) Popularity Object 46 Interpretation: In the above figure shown that 44% of the respondent feels that popularity factor is an important factor to be taken into consideration while making a buying decision for a coffee but 28% of the respondent feel it least important factor while making a buying decision. 3. Fig 3.NO y e n Price experience Packaging y Least Importan t 36% 8% 16% 4% 12% 16% 28% Somewha t Important 28% 24% 12% 20% 30% 12% 12% Neutral 12% 20% 8% 12% 12% 8% 40% Important 20% 32% 40% 28% 14% 44% 12% ~ 38 ~ .

Most Importan t 4% 16% 24% 36% 32% 20% 8% Table 3.22: Factors Rating Object 48 Fig 3. Somewhat important are the Past Experience of the coffee Respondents are neutral to the Popularity Important is the Packaging Most important is the price of the Coffee ~ 39 ~ .22: Factors Rating Least important is the Friends& Family.

instantly without using machine. housewives each one is preferring coffee more than the other drink. Whether they are students. There is the significant increase in the sale of coffee as now many of people are interested in drinking coffee more than tea or any other drink they feel coffee more refreshing then others. serviceman.CONCLUSION AND RECOMMENDATIONS 4.1 CONCLUSIONS 1. The strong processes ensure that the fresh coffee aroma is preserved so that we get the best coffee experience. 2. BRU instant is the most preferred type of coffee BRU because it offers a rich coffee taste. People also tend to prefer BRU cappuccino because of the foam on top of the coffee acts as an insulator ~ 40 ~ .

But they consume coffee in different ways in summer they drink cold coffee and in winter they prefer hot coffee. 8. 5. Nescafe is second and is closely competing with the BRU. More than half of the people does not consider them self as the loyal customer of the BRU coffee if it is not available in the market they may shift to the other brands. 4. 9. More than half of the respondent feels that the quality of BRU coffee is very good the company produce the best quality of coffee among the other company which lead to increase in sale if the customer is quality conscious. 7. More than half of the people consume coffee in any season there is no specific season in which they consume. Maximum number of the people prefers the BRU coffee because of the taste and strongness of the coffee but many of the people do not like BRU because of the quantity and prices of the company which lead to decrease in the sale of the coffee. 3. Starbucks is the most preferred real estate company because of its taste and long existence in the Industry. and helps retain the heart of the liquid allowing it to stay hot longer. 6. 10. Maximum number of the people feels that BRU completely satisfy the requirement of a beverage. Also BRU Roast& Ground make those moments of happiness even with BRU’s carefully selected and freshly roasted coffee beans that offer a great cup of aromatic filter coffee. There are number of people who are aware of the BRU coffee brand which shows that the awareness of the coffee brand in the market is very good which can help to increase the market potential of the company. 11. ~ 41 ~ . The person with annual income of 450000 and above purchases the coffee once in a month and the respondent which have income below 450000 and above 200000 purchase coffee twice a year and the customers which have annual income below 200000 purchase coffee once in a year. Maximum number of the respondent does not like the innovative new packaging of the BRU coffee as it does not attract the customer and the coffee is also not protected in that pack.

2. 12. The BRU must focus on these to reduce cost of production of these coffees as these coffees are most preferable. The company must try to introduce new flavours in the market as there is the significant increase in the sale of coffee as now many of people are interested in drinking coffee more than tea or any other drink they feel coffee more refreshing then others. instantly without using machine.2 RECOMMENDATIONS 1. 3. Also BRU Roast& Ground make those moments of happiness even with BRU’s carefully selected and freshly roasted coffee beans that offer a great cup of aromatic filter coffee. There are number of people who are aware of the BRU coffee brand which shows that the awareness of the coffee brand in the market is very good which can help to ~ 42 ~ . serviceman. People also tend to prefer BRU cappuccino because of the foam on top of the coffee acts as an insulator and helps retain the heart of the liquid allowing it to stay hot longer. Packaging is also an important factor. Price is the most important factor in making the buying decision because in India. customers are very price sensitive and a small variation in price can lead to great changes in demand. Whether they are students. 4. The strong processes ensure that the fresh coffee aroma is preserved so that we get the best coffee experience. housewives each one is preferring coffee more than the other drink. BRU instant is the most preferred type of coffee BRU because it offers a rich coffee taste.

More than half of the respondent feels that the quality of BRU coffee is very good the company produce the best quality of coffee among the other company which lead to increase in sale if the customer is quality conscious. 9. 8. 6. This is a plus point for the BRU which can help them to increase their sale but they have maintain it for years. But they consume coffee in different ways in summer they drink cold coffee and in winter they prefer hot coffee. 7. The person with annual income of 450000 and above purchases the coffee once in a month and the respondent which have income below 450000 and above 200000 purchase coffee twice a year and the customers which have annual income below 200000 purchase coffee once in a year. More than half of the people consume coffee in any season there is no specific season in which they consume. To reduce reason of salary for not buying the coffee the BRU must try to reduce their prices of coffee. Maximum number of the people feels that BRU completely satisfy the requirement of a beverage. The BRU must do the packaging in glass bottles by which the coffee can ~ 43 ~ . 5.The company must try to increase the sale by making promotions using different marketing strategies which will help them to increase the market potential 4. Maximum number of the respondent does not like the innovative new packaging of the BRU coffee as it does not attract the customer and the coffee is also not protected in that pack. To increase the sale in winter the BRU can give a free mug with the coffee and in summer they can attach a sipper to attract the customer. increase the market potential of the company . The coffee is produced by many of the other company so BRU must try to increase the quantity of the coffee as there is very tough competition in the coffee market. Maximum number of the people prefers the BRU coffee because of the taste and strongness of the coffee but many of the people do not like BRU because of the quantity and prices of the company which lead to decrease in the sale of the coffee. As the competition is very high the BRU must try to maintain their position and always try to improve it.

Starbucks is the most preferred real estate company because of its taste and long existence in the Industry. thTs is the best method for packaging which can attract the customer easily.BRU must try to maintain their position and always to replace starbucks from their position and reach where they are. be easily protected and stored for longer period. BRU is second and is closely competing with the Cafe Coffee Day. ~ 44 ~ . customers are very price sensitive and a small variation in price can lead to great changes in demand. Price is the most important factor in making the buying decision because in India. 11. 10. Packaging is also an important factor.

APPENDIX Questionnaire Name: Phone no: Address: Email ID: 1. Annual Income: A) 10 Lacs-15 Lacs B) 15 Lacs-20 Lacs C) 20 Lacs-25 Lacs D) Above 25 Lacs 2. Have you ever tasted BRU Coffee? Yes No ~ 45 ~ . Are You Aware of Brand BRU Coffee? Yes no 4. Which coffee brand first comes to your mind when you want to have a hot beverage? BRU Nescafe Cafe Coffee day Starbucks 5. Occupation: A) Service B) Job C) Student D) Business 3.

do you consume more amount of BRU Coffee? Summer Winter Monsoon Any season 11. In which season. What type of BRU Coffee do you prefer? A) BRU Gold B) BRU Exotica C) BRU Instant D) BRU Cappuccino E) BRU Select F) BRU Roast& Ground 7. How available BRU Coffee is? Easily available occasionally Not easily available 9. Does completely satisfy your requirement of a beverage? a) Excellent b) Very Good c) Satisfactory d) Poor 10.6. What do you most like in BRU Coffee? Taste Strongeness Quantity Price 8. How frequently do you purchase BRU Coffee? ~ 46 ~ .

To what extend do the following factor motivate you to the chosen the coffee ? a) Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-a) Friends& Family  Least important  Somewhat important  Neutral  Important  Most important ~ 47 ~ . Are you considering yourself loyal to BRU Coffee? Yes No 15. Once in a month Once in a year Twice a year Thrice a year 12. Do you like the innovation of new packaging of BRU Coffee? a) Excellent b) Very Good c) Satisfactory d) Poor 14. What do you think about the quality of BRU Coffee? a) Excellent b) Very Good c) Satisfactory d) Poor 13.

b) Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-b) Easy available  Least important  Somewhat important  Neutral  Important  Most important c) Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-c) The Brand & reputation  Least important  Somewhat important  Neutral  Important  Most important d) Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-d) Price  Least important  Somewhat important  Neutral  Important  Most important e) Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-e) Past experience  Least important  Somewhat important  Neutral ~ 48 ~ .

 Important  Most important f) Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-f) packaging  Least important  Somewhat important  Neutral  Important  Most important g) Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-g) Popularity  Least important  Somewhat important  Neutral  Important  Most important ~ 49 ~ .

New Delhi. TMH. New Delhi  Valatie A. P. Ed.in/brands-in-action/detail/Bru 2. Business Statistics. Sultan Chand and Sons. 1997.  Marketing Mastermind –Journal. www. Service Marketing.wikipedia.org/wiki/Hindustan_Unilever ~ 50 ~ ..  Gupta S.co.in/ 3. and Gupta. May ‘05. Ed. 2013. Ed.. April 2015) Internet Website: - 1. BIBLIOGRAPHY BOOKS:  Kotler Philips. 2012. March 2015)  India Today (Ed.hul. P. Marketing Management : Prentice Hall of India Ltd. kothari.hul. n.  Business research by C.R. M. Ed. 29 Magazines:-  Business Today (Ed. 2011.co. ww. Zeithaml. Delhi 1998. Mary Jo Bitner.