It is the most popular non-intoxicating beverage in the world enjoyed by the rich and poor alike. Being most popular consumed beverage, in many cultures tea is consumed at elevated social events. But regardless of its wide consumption consumer behavioral pattern changes from time and this behavior change is influenced by many factors like popularity of a brand, loyalty, aroma, color, price and many more. The present paper focuses on issues that influence the behavior of various tea consumers.
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Samples were gathered across Pun city of state Maharajah’s to understand and pacify the actual need and behavior of the consumer towards tea. Firstly the attributes were analyzed with Chi- square test of independence (V) to validate the relation of the attributes with the consumer tea consuming behavior. Further to find out the most suitable attribute that dominates the decision making of the consumer while selecting particular tea brand parametric method of estimation is used to study the trend analysis using SPAS considering different brands and the attributes that affects the purchase of the brands.
Model is primed for studying the predictive ability of the attributes like popularity, loyalty, color and price. Thus the analysis establishes a strong platform here we can validate association of consumer behavior with consumption pattern undergoing diverse statistical test and focus on the area and aspects of different behavior of consumer in relation to consumption of tea. KEYWORDS: Consumer Behavior, Attributes INTRODUCTION Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer.
Research has shown that consumer behavior is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behavior analysis as it as a keen interest in the rediscovery of the true meaning of marketing through the re-formation of the importance of the customer or buyer. Buying pattern of consumer varies accordingly based on type of products. There are different factors that directly or indirectly affect consumer buying behavior.
Information from Variety of Sources – It includes information through advertisement in news paper and television that attracts the consumer in a lucrative way through their offers and presentations and provides the consumer with an option to select a particular brand. Group Influence Affecting the Consumer Buying Behavior – Buying behavior of a consumer is affected through group as in of friends, neighbors family members etc. Region – Buying and consumption of consumer varies across the region.
Muumuu Gosh & Random Gosh The present paper focuses on consumer behavior regarding consumption of tea. Tea is indigenous to India and is an area where the country can take a lot of pride. This is mainly because of its pre-eminence as a foreign exchange earner and its contributions to the country’s GNP it is considered for our study. In all aspects of tea reduction, consumption and export, India has emerged to be the world leader, mainly because it accounts for 31% of global production.
It is perhaps the only industry where India has retained its leadership over the last 150 years. Tea production in India has a very interesting history to it. The range of tea offered by India – from the original Orthodox to CT and Green Tea, from the aroma and flavor of Adrenaline Tea to the strong Assam and Inkling Tea- remains unparalleled in the world. Since independence tea production has grown over 250% . There has been a considerable increase in export too in the past few years. Total net foreign exchange earned per annum is around RSI. 847 scores. The total turnover of the tea industry is around RSI. 10, 000 scores. The labor intensive tea industry directly employs over 1. 1 million workers and generates income for another 10 million people approximately. Women constitute 50% of the workforce. India is the world’s largest producer of tea producing about 950 million Kegs. Per annum. Domestic consumption of India grows @ 3. 3% and per capita consumption comes to about 750 grams Thus a lot of room is available for the growth in consumption of tea in the domestic market.
Due to large oration and wider adaptability of tea all across the country an effort is made to relate consumer behavior with tea consumption which is reflected in the study. The present research is a sincere effort to establish relation between consumer behavior and consumption pattern and to statistically establish the interrelation between consumer behavior and consumption pattern with respect to tea. LITERATURE REVIEW The Indian Tea industry was founded in the first half of the 19 the century with the discovery of wild tea plants in Assam.
Gradually, tea was cultivated, local tea markets came up and tea companies were formed. Tea is finally packed into wooden chests or jute bags for delivery to warehouses before being auctioned. Tea from the gardens is also packed into consumer packs and sent to distributors. Being one of the world’s largest producers of tea, India acquires a large network of tea producers, retailers, distributors, auctioneers, exporters and packers. The tea industry of India acts as one of the largest workforces in the country. Tea is one of the most refreshing and popular beverages of the world.
India is one the largest tea producer in the world. Indian tea is the finest quality in the world. Tea is being cultivated in the high ranges f Northern and Southern India. Tea report (2006) discussed briefly about the consumption pattern of tea in the country and consumer’s insight towards the consumption of the beverage. It focused on the aspect of brand loyalty and individual perception while buying and consuming tea. It also emphasized on impact of advertisement on consumer and retailer and the availability of different brands in the market.
Ramadan Majored (2010) discussed in detail about the importance of understanding the consumer for the benefit of marketers and cited many live examples of the cities how marketers in India have utilized the knowledge of nonuser behavior to evolve it marketing strategies. He also focused on issues of decision making and the theoretical foundations of consumer behavior and offered many practical insights of Indian Market. Ronald A. Fullerton (1994) examined one episode on the consumer behavior research and particular attention is paid to their study, “ Tea and the Viennese”.
The research combined quantitative and qualitative analyses and evinced an unusually high skill in interpreting consumer experience. Market Analysis report (2010) was prepared based on multiple sources of information. Its main purpose is to provide information on Peruvian consumer behavior and attitudes and their perception toward food products. This Consumer Buying Behavior in Relation to Consumption of Tea – A Study of Pun City 49 information may be useful in supporting Canadian companies in their export strategies and helping build competitive advantage in Peruvian markets.
Anemones Pushchair (2002) developed a framework for the study of consumer behavior and it is helpful to begin by considering the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline. Overall, it is argued that the study of consumer behavior is rapidly evolving as researchers recognize and implement new techniques and trans- disciplinary perspectives to understand the nature of purchase and consumption behavior. This wider view attempts to study consumer behavior in the light of rapidly evolving lifestyles, values, priorities, and social contexts.
OBJECTIVE OF THE STUDY To conclude behavioral factors are accountable for making a choice of a tea brand and consumer buying behavior is closely associated with the behavioral traits. To trace out the most acceptable attribute that governs the decision making of the consumer while selecting particular tea brand. METHODOLOGY A survey is conducted at Pun city to find out different behavioral pattern of tea consumers considering the following trait in mind like popularity of a brand, consumer satisfaction, brand loyalty, taste, aroma, color, price and availability of a specific brand.
The entire study aims to relate these behavioral traits with tea consumption and to statistically conclude that all these behavioral factors are truly responsible for making a decision while selecting a tea brand. The survey process is divided into two parts – Consumer view point. Retailer view point. Both consumer & retailer are considered in our survey to understand the consumer behavior pattern while choosing a specific tea brands for their consumption also retailers view point to understand consumer’s need and ensures availability of that particular brand in the market.
From consumer view point the selection and consumption of tea depends on several parameters Number of people aware of tea brands available in the market. People using branded tea. Most popular used tea. Bases on which people buy tea like Quality, Price, taste, aroma etc. From retailer view point a hypothetical study is performed concerning the selection and sale of tea. The retailer mainly focuses on the sale of tea as per demand its in the market. Extensive mixtures of branded as well as unbranded tea are available with the retailers.
From the survey it can be concluded that nearly 65% of the consumer select branded as well as unbranded tea and 35% of the consumer specifically prefers branded tea. The tea brands that are mostly available in retail shops are Data Gold, Data Again, Data tea Premium, Outlet, Tax Mall, Brooke Bond Red Label, Brooke Bond Red Label Nature Care, Society tea, Wage Baker Chaw, Usury Tea and Loose tea. The survey and interaction with the retailers 50 also validate that 80% of the retailer keeps Society tea as the demand for the reticular tea is very high and 65% of them includes Data Tea.
The various brands of Data tea are also dominating the market which covers 31% of the market share as per consumer preference while the leader is Society tea with a demand of 57% despite of the reason that the price of the tea is little high. It is found while doing the survey that brand loyalty is also an important aspect of Consumer Behavioral Study. Attractive advertisements and lucrative offers even fail to attract some population as 25% of the consumers when given a chance to change their tea are not willing to change their most preferable tea.
The reason is that they are too used to their favorite tea and are not convinced with the idea of switching over to any other brand. While 21% of consumers are ready to replace their preferred tea with fresh tea brand. Loose tea is also preferred by consumer but the fraction is low. As a whole 750 samples were gathered covering almost all the directions for our study and tested for establishing an association between behavior and consumption pattern. Statistical test such as Chi test of Independence (V) is applied to authenticate our findings.
To begin with our study we have prioritize the behavioral attributes that may influence tea consumption pattern of the consumer. The attributes considered are – Popularity of the Brand Brand Loyalty Color Price. The observations are classified simultaneously according to two attributes and the frequencies are shown in a two way table (known as contingency table). On the basis of cell frequencies it is required to test whether the two attributes are associated or not. Under the null hypothesis HO (Attributes are Independent).
It can 51 further be concluded that while choosing any tea brands from retailer outlets all these attributes plays an imperative role in taking a decision for selection of any brands. Since all these attributes are closely associated while choosing any particular tea brand the degree of correlation among the attributes and particular tea brand is also very high. From the above analysis it can be easily predicted that consumer buying behavior positively depends on various related behavioral traits. Graphical representation of attributes and the different tea brands is shown below.
Further study is done to find out the most suitable attribute that dominates the decision making of the consumer while selecting particular tea brand. Parametric method of estimation is used to study the trend analysis using SPAS considering different brands and the attributes that affects the purchase of the brands. Model is primed for studying the predictive ability of the attributes like popularity, loyalty, lour and price. Exponential model is applied for the study and the summary for all the attributes is listed in the table below and represented in graphs.
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It indicates that while purchasing tea the consumer will firstly prefer the brand which he/she is consuming from long time. The popularity of the brand, price etc will not influence his preference or his/ her loyalty towards that brand. The present paper evidently describe the close association of behavioral attributes with consumer buying behavior and also establishes the fact that brand loyalty is the dominating attribute that governs the decision making of the consumer while selecting particular tea