APPENDIX -A

CONSUMER ATTITUDE TOWARDS SELECT BRANDS OF COFFEE

(With special reference to Palani Town)
QUESTIONNAIRE

I. GENERAL INFORMATION
1.1 Name :
1.2 Age : a) Upto 25 years 
b) 26 – 50 years 
c) Above 50 years 
1.3 Gender : a) Male 
b) Female 

1.4 Educational Qualification : a) Upto Higher Secondary 

b) Degree / Diploma 
c) Post Graduate 
d) Professional 
e) Others (Specify) ____________________

1.5 Occupational Status : a) Student 

b) Employed 
c) Business 
d) Profession 
e) Agriculture 
f) Others (Specify) ____________________

1.6 Marital Status : a) Married 

b) Unmarried 

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1.7 Monthly Income (family) : a) Upto ` 5,000 
b) ` 5,001 to ` 10,000 
c) ` 10,001 to ` 15,000 
d) Above ` 15,000 

1.8 Type of family : a) Nuclear family 

b) Joint family 

1.9 Size of the family : a) Upto 4 members 

b) Above 4 members 

II. BRAND PREFERENCE

2.1 Which brand of coffee do you buy?
a) BRU 
b) Narasus Coffee 
c) Nescafe 
d) Green Lable 
e) Sunrise 
f) Red Lable 
g) Others (Specify) _____________________
2.2 State the reasons for using this brand
a) Colour 
b) Foam 
c) Fragrance 
d) Taste 
e) Prestige 
f) Others (Specify) _____________________

2.3 How long you are using this brand?

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 : a) Less than 1 year 
b) 1 to 2 years 
c) 2 to 5 years 
d) 5 to 8 years 
e) 8 to 10 years 
f) More than 10 years 
2.4 Sources of Awareness?
a) Own decision 
b) Advertisements 
c) Salesman 
d) Friends and Relatives 
e) Neighbours 
f) Print media 
g) Others (Specify) _____________________
2.5 Purchasing quantity (per month)
a) 50 gms 
b) 100 gms 
c) 250 gms 
d) 500 gms 
e) Above 500 gms 
2.6 Where do you purchase your brand?
a) Retail shop 
b) Wholesale shop 
c) Departmental Stores 
d) At market 
e) Others (Specify) _____________________

2.7 Why do you take coffee?

a) Refreshment 

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 b) Conventional habit 
c) Leisure 
d) Others (Specify) _____________________
2.8 How often do you take coffee?
a) Once a day 
b) Twice a day 
c) Thrice a day 
d) More than thrice a day 
2.9 Where do you like to take coffee?
a) At Office 
b) At Party 
c) At Hotel 
d) At Home 

e) Others (Specify) _____________________

2.9 Do you have the habit of purchasing special biscuits for babies?
a) Yes 
b) No 
2.10 If yes, specify the Biscuit name
a) Milk Bikis 
b) 50 – 50 
c) Treat 
d) Little hearts 
e) Others (Specify) _____________________
2.11 Do you know the number of varieties available in the market
a) Yes 
b) No 
2.12 If yes, which variety do you prefer?
a) Sweet variety 
b) Cream variety 

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 c) Special variety 
d) Salt variety 
e) Others (Specify) ________________________

2.13 Which occasions do you consume more biscuits?

a) Party / Function 
b) Ill – health 
c) Arrival of guest 
d) Travelling time 
e) Others (Specify) ________________________

III. LEVEL OF SATISFACTION

S. No. Factors HS S NO DS HDS

1. Quality

2. Quantity

3. Price

4. Taste

5. Discount

6. Package

7. Flavours

8. Ingredients

9. Colour

10. Varieties

11. Easy Availability

12. Crispiness

HS – Highly Satisfied , S – Satisfied, NO - No Opinion, DS- Dissatisfied,

HDS - Highly Dissatisfied

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IV. PLEASE GIVE ANY SUGGESTIONS
1.___________________________________
2.___________________________________
3.___________________________________

APPENDIX – B

CALCULATION OF MEAN TO STUDY THE LEVEL OF

SATISFACTION OF THE SAMPLE RESPONDENTS

S.No. Score (X) S.No. Score (X) S.No. Score (X)

1 44 26 57 51 41
2 41 27 51 52 55
3 41 28 48 53 30
4 35 29 53 54 40
5 60 30 46 55 41
6 43 31 49 56 44
7 38 32 52 57 43
8 40 33 50 58 46
9 50 34 56 59 43
10 43 35 55 60 45
11 44 36 45 61 37
12 44 37 45 62 51
13 48 38 32 63 39
14 25 39 30 64 39
15 46 40 43 65 51
16 45 41 51 66 50
17 53 42 48 67 43
18 42 43 58 68 40

75
 19 39 44 37 69 52
20 53 45 53 70 60
21 44 46 53 71 39
22 51 47 42 72 42
23 53 48 50 73 36
24 40 49 60 74 40
25 39 50 38 75 58

Calculation of Mean

N = 75

x = 3408
Total Scores
Mean = -------------------------
No. of respondents

X
X= ------
N

3408
= --------
75

X = 45.44

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 APPENDIX –C

CALCULATION OF STANDARD DEVIATION TO STUDY THE LEVEL OF

SATISFACTION OF THE SAMPLE RESPONDENTS

= X–X
S. No. Score (X) 2
(X - 45.44)
1 44 -1.44 2.07
2 41 -4.44 19.71
3 41 -4.44 19.71
4 35 -10.44 108.99
5 60 14.56 211.99
6 43 -2.44 5.95
7 38 -7.44 55.35
8 40 -5.44 29.59
9 50 4.56 20.79
10 43 -2.44 5.95
11 44 -1.44 2.07
12 44 -1.44 2.07
13 48 2.56 6.55
14 25 -20.44 417.79
15 46 0.56 0.31
16 45 -0.44 0.19
17 53 7.56 57.15

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18 42 -3.44 11.83
19 39 -6.44 41.47
20 53 7.56 57.15
21 44 -1.44 2.07
22 51 5.56 30.91
23 53 7.56 57.15
24 40 -5.44 29.59
25 39 -6.44 41.47

 = X–X
S. No. Score (X) 2
(X- 45.44)
26 57 11.56 133.63
27 51 5.56 30.91
28 48 2.56 6.55
29 53 7.56 57.15
30 46 0.56 0.31
31 49 3.56 12.67
32 52 6.56 43.03
33 50 4.56 20.79
34 56 10.56 111.51
35 55 9.56 91.39
36 45 -0.44 0.19
37 45 -0.44 0.19
38 32 -13.44 180.63
39 30 -15.44 238.39
40 43 -2.44 5.95
41 51 5.56 30.91
42 48 2.56 6.55
43 58 12.56 157.75
44 37 -8.44 71.23
45 53 7.56 57.15
46 53 7.56 57.15

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 47 42 -3.44 11.83
48 50 4.56 20.79
49 60 14.56 211.99
50 38 -7.44 55.35
51 41 -4.44 19.71
52 55 9.56 91.39
53 30 -15.44 238.39
54 40 -5.44 29.59

= X–X
S. No. Score (X) 2
(X - 45.44)
55 41 -4.44 19.71
56 44 -1.44 2.07
57 43 -2.44 5.95
58 46 0.56 0.31
59 43 -2.44 5.95
60 45 -0.44 0.19
61 37 -8.44 71.23
62 51 5.56 30.91
63 39 -6.44 41.47
64 39 -6.44 41.47
65 51 5.56 30.91
66 50 4.56 20.79
67 43 -2.44 5.95
68 40 -5.44 29.59
69 52 6.56 43.03
70 60 14.56 211.99
71 39 -6.44 41.47
72 42 -3.44 11.83
73 36 -9.44 89.11
74 40 -5.44 29.59
75 58 12.56 157.75

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 TOTAL 4122.21

Calculation of standard deviation

N = 75 x2 = 4122.21

Standard Deviation = /N

= = = 7.41

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