International Journal of Scientific Research and Review ISSN NO: 2279-543X

A STUDY ON CUSTOMER SATISFACTION OF TOP 10

GREEN TEA BRANDS WITH SPECIAL REFERENCE TO
SALEM TOWN

P.Kokila1
1
M.Phil Scholar,
Department of Commerce
Padmavani arts and science college for women, salem-11
E-Mail: [email protected]

Abstract: The customers are showing interest towards healthy food and beverages in the
present world. The tea industry is biggest industry in the world because almost 90 percent
of people consume tea. The consumption of green tea had become popular in the recent
years. The purpose of this paper is to understand the factors which influence customer
satisfaction with regard to green tea. The independent variable is customer satisfaction
and the dependent variables are price, health and weight. This paper also explains how
consumers have gained information about green tea. The statistical techniques like
descriptive statistics, percentage analysis and chi-square analysis have been implemented
for data analysis. It is found from the study that significant relationship exists between the
dependent and independent variables.

Key Words: customer satisfaction, green tea, healthy beverages, sustainable tea, tea.

1. Introduction
Tea is one of the most widely consumed beverages in the world, next to water and well
ahead of coffee and carbonated soft drinks. Tea was first discovered in China around 2700
BC; Tea has long been promoted for having variety of positive health benefits. There are
varieties of tea available like these days like green tea, black tea and organic tea etc. The
people across the world are consuming tea from thousands of years and it is a leading
beverage. Green tea is consumed as a popular beverage worldwide, particularly in Asian
countries like China, Korea and Japan. Green tea is non - fermented and it contains more
catechism than black tea. The consumption of green tea had a positive impact on oral
health but still there is need for more clinical and biological studies to prove this.

2. Scope of the study

Nearly 80 percent of the global consumption of tea is black tea but in the recent years
the interest towards green tea had increased. The green tea had many health benefits for
example the antioxidants in green tea lowers the risk of cancer, diabetes and obesity etc.
There are many brands of green tea in the present market.

3. Need for the study

The demand for green tea is constantly growing therefore it is essential to understand
the consumer satisfaction towards green tea especially in India. The manufacturers and
marketers in tea industry can offer appropriate green tea for attaining customer
satisfaction. At present there is no specific study with regard to customer satisfaction
towards green tea especially in Salem.

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4. Objective of the study

[1] To examine the awareness and brand preference among the customers about the green
tea.
[2] To study the factors influencing to purchase green tea.
[3] To know the satisfaction level of customers towards green tea.
[4] To understand the impact of various factors on customer satisfaction with regard to
green tea.
[5] To identify source of information for green tea consumers.

5. Research methodology
Research design

Descriptive research design includes survey & fact finding inquires of different kinds.
The major purpose of descriptive research is descriptive of state of affairs as it exists at
present.

Sampling technique

Sampling is defined as the selection of some part of an aggregate or totality on the

basis of which judgment or inference about the aggregate is made. This study is confined
to Salem city. Salem city is comprised of eight lakhs people. Among them 110
respondents are taken as sample at random. The data were collected by segmenting the
consumers on the basis of sex, age, income and occupation. The random sampling
technique is being used for the study.

Statistical Tools Used

The data collected were analyzed using simple percentage analysis, and Chi-Square
Test to establish the relationship between level of significance.

Level of significance

The probabilities indicate the extent of reliance that we can place in conclusion. The
same technique is used in case of Chi-Square test and the table values of χ2 are available
at various probabilities level. These levels are called level of significance. Usually the
value of Chi-Square is at 5% level of significance.

6. Limitation of the study

The following are the important limitation of the study.

[1] The time limit is one of the main factors to conduct the study effectively.
[2] The data collection is applicable in Salem city only.
[3] The respondent may not be true in filling up the questionnaire.
[4] The study was only confined to 110 respondents.

7. Review of literature
According to Hazarika (2012) Indian Journal of Marketing Management the taste and
color are the most important factors which influence tea consumption among Indian
consumers. According to Monirul & Han (2012) Retail Consumer Market in India pp. 68
consumer attitude towards tea and coffee varies. The factors like freshness, status and
flavor have an impact on the attitude of consumers towards tea and coffee. Verma (2013)
Journal of Retailing and Consumer satisfaction pp. 101-106 had stated that tea

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International Journal of Scientific Research and Review ISSN NO: 2279-543X

consumption is ordinary whereas coffee consumption is celebratory. The consumption of

tea is more common in home but coffee is outside drink. The coffee consumption is
associated with status and emotion of consumers.

Chi-Square Analysis - 1

Null hypothesis H0: There is no relationship between place of drink a green tea to the
quantity of drink a green tea per day.

Alternative hypothesis H1: There is a relationship between place of drink a green tea to
the quantity of drink a green tea per day.

Row Total x Column Total

Expected Frequency = ------------------------------------------
Total Frequency

Home,
place Tea Tot
Home Office Office & tea
shop al
shop
Quantity
One cup 4 6 9 1 20
Two cup 20 30 4 2 56
Three cup 6 5 4 2 17
More than three
2 1 3 1 7
cup
Total 32 42 20 6 100

Ʃ(Oi -Ei)2
2
Oi Ei (Oi -Ei) ---------
Ei
4 6.4 5.76 0.9

6 8.4 5.76 0.6857

9 4 25 6.25

1 1.2 0.04 0.0333

20 17.92 4.3264 0.2414

30 23.52 41.9904 1.7853

4 11.2 51.84 4.6285

2 3.36 1.8496 0.5504

6 5.44 0.3136 0.0576

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5 7.14 4.5796 0.6414

4 3.4 0.36 0.1058

2 1.02 0.9604 0.9415

2 2.24 0.0576 0.0257

1 2.94 3.7636 1.2801

3 1.4 2.56 1.8285

1 0.42 0.3364 0.8009

Ʃ(Oi -Ei)2
--------- =20.7561
Ei
Table value: χ2 = (r-1) (c-1) d.f = (4-1) (4-1) d.f = (3) (3) d.f = 9 d.f = 16.919

Inference: χ2 calculated value is > χ2 tabulated value. So we Rejected H0 .

H1: There is a relationship between place of drink a green tea to the quantity of drink a
green tea per day.

Chi-Square Analysis - 2

Null hypothesis H0: There is no relationship between level of satisfaction to various

brands of green tea.

Alternative hypothesis H1: There is a relationship between level of satisfaction to various

brands of green tea.

Row Total x Column Total

Expected Frequency = ------------------------------------------
Total Frequency

LEVEL OF
SATISFACTION
BRANDS
Highly Satisfie Dissatisfie Highly
Neutral
satisfied d d dissatisfied Total

Organic India 6 7 4 0 1 18
24 Mantra 6 4 1 1 0 12
Basilur 6 6 0 2 2 16
Typhoo 4 3 3 3 1 14
Golden tips 9 4 3 1 0 17
Twinings 2 3 1 0 1 7
Happy valley 3 2 1 1 2 9
Tetley 1 0 1 0 1 3
Laplant 1 1 1 0 1 4
Total 38 30 15 8 9 100

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International Journal of Scientific Research and Review ISSN NO: 2279-543X

Ʃ (Oi -Ei)2
Oi Ei ---------
Ei
6 6.84 0.10
7 5.4 0.47
4 2.7 0.62
0 1.44 1.44
1 1.62 0.23
6 4.56 0.45
4 3.6 0.04
1 1.8 0.35
1 0.96 0.0001
0 1.08 1.08
6 6.08 0.0001
6 4.8 0.3
0 2.4 2.4
2 1.28 0.40
2 1.44 0.21
4 5.32 0.32
3 4.2 0.34
3 2.1 0.38
3 1.12 3.15
1 1.26 0.05
9 6.46 0.99
4 5.1 0.23
3 2.55 0.07
1 1.36 0.09
0 1.53 1.53
2 2.66 0.16
3 2.1 0.38
1 1.05 0.0002
0 0.56 0.56
1 0.63 0.21
3 3.42 0.05
2 2.7 0.18
1 1.35 0.09
1 0.72 0.1
2 0.81 1.74
1 1.14 0.1
0 0.9 0.9
1 0.45 0.67
0 0.24 0.24
1 0.27 1.97
1 1.52 0.17
1 1.2 0.03
1 0.6 0.26
0 0.32 0.32
1 0.36 1.13

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∑(Oi -Ei)2
_________ = 24.50
Ei

Table value: χ2 = (r-1) (c-1) d.f = (10-1) (5-1) d.f = (9) (4) d.f = 36 d.f = 50.998

Inference: χ2 calculated value is less than the χ2 tabulated value. So we accepted

H0 .

Hence the result is there is no relationship between level of satisfaction to various

brands of green tea.

8. Findings of the study

[1] The majority of 60% of the respondents are female, and 40% of the respondents are
male.

[2] The majority of 32% of the respondents are below 20 years of age group, and lowest
20% of the respondents are 40-60 years of age group.

[3] In this study the majority of 30% of the respondents are graduates, 25% of the
respondents are completed SSLC, 20% of the respondents are postgraduates, 18% of
the respondents are completed higher secondary, and 7% of the respondents are
illiterate.

[4] In our study the majority of respondents are business men, 23% of the respondents are
Government employee, 22% of the respondents are housewives, 18% of the
respondents are professionals, and 12% of the respondents are private employees.

[5] The table 4.5 clearly reveals that the majority of 25% of the respondents getting
highest income to Rs.30,000-40000, 23% of the respondents income level is above
40,000, 22% of the respondents income level is Rs.20000-30000, 20% of the
respondents income level is Rs.10000-20000 and 10% of the respondents income is
less than 10,000.

[6] The highest 26% of the respondents have 3-4 members in their family, again 26% of
the respondents have more than 5 members in their family, 25% of the respondents
have 4-5 members in their family, and 23% of the respondents have below 3 members
in their family.

[7] Some respondents are getting information from personal sources, some respondents
are getting information from public sources, experimental sources, and some of the
respondents are getting information from commercial sources.

[8] In our study the majority of 42% of the respondents are prefer green tea, 30% of the
respondents are prefer milk tea, 15% of the respondents are prefer black tea, 9% of
the respondents are prefer peppermint tea, and 4% of the respondents are prefer herbal
tea.

[9] The majority of 18% of the respondents like Organic Indian green tea brand, 17% of
the respondents like Golden tips, 16% of the respondents like Basilur brand, 14% of
the respondents Typhoo green tea brand, 12% of the respondents like 24 Mantra
organic green tea brand, 9% of the respondents like Tetley brand, 7% of the
respondents Twinings green tea brand, 4% of the respondents like Laplant brand and
3% of the respondents like Happy valley green tea brand.

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[10] In our study the majority of 25% of the respondents are say that elders of the family is
the decision maker to purchase a green tea, 21% of the respondents are say that wife
is the decision maker to purchase a green tea, 20% of the respondents are say that
husband is the decision maker to purchase a green tea, 18% of the respondents are say
that husband and wife are to decide for the above, and 16% of the respondents are say
that all family members decide to purchase a green tea.

[11] Table 4.11 clearly explained the awareness of green tea manufacturers. In which the
majority of 85% of the respondents having awareness about the manufacturers of
green tea brands, whereas 15% of the respondents did not aware the same.

[12] In our study the majority of 38% of the respondents are daily purchase a green tea,
26% of the respondents are fortnightly purchase, 24% of the respondents are weekly
purchase, and 12% of the respondents daily purchase a green tea.

[13] We conclude that the majority of 22% of the respondents purchase 1kg of green tea,
21% of the respondents purchase 500gms of green tea, 19% of the respondents
purchase 250gms of green tea, 18% of the respondents purchase 100gms of green tea,
11% of the respondents purchase 25gms of green tea, and 9% of the respondents
purchase 50gms of green tea.

9. Suggestions
[1] The companies can reduce the cost of green tea and increase the quantity to attract
more customers.

[2] The companies should spread awareness among people about benefits of green tea.

[3] The companies must make availability of green tea at all shops since most of
respondents purchase only at department stores.

[4] The companies should try to satisfy all the customers by producing green tea varieties
depending on age and body weight.

[5] The marketers needs to adopt a more competitive strategy to push the sales of Organic
Tea as urban consumers have a higher buying potential and concern for health, safety
and environment.

[6] Robust Promotional activities needs to be carried out on a regular basis like Free Tea
Tasting, Sampling of Tea Bag and Organizing Health Camps. There is also a need to
introduce new offers such as Rewards cards, gift coupons to increase customers’
loyalty towards their brand & increase Sales.

10.Conclusion
Tea is a popular beverage and due to its extensive consumption worldwide
consumer becomes very fussy or particular about the brand and quality of the tea. The
consciousness about the beverage quality adds to many factors like popularity of the tea
brand, colour, aroma, price etc. All these attributes/traits are highly responsible with tea
consumption. Our study proves that while considering a particular tea brand things like
popularity of a particular tea brand, satisfaction towards specific brand and other
qualitative factors like colour, aroma etc are associated while choosing that particular
brand. A consumer depends totally on these entire factors for choosing a specific brand
of his/her need. The extensive study is done different regions of Salem city and a clear
conclusion can be drawn from the statistical analysis that all the behavioural traits highly
influence consumer’s tea consumption behaviour. Overall the study illustrates a clear

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insight in the area of consumer satisfaction. Green tea consumption is associated

with reduced mortality due to all causes and due to cardiovascular disease but not with
reduced mortality due to cancer. Tea is the most consumed beverage in the world aside
from water. Three billion kilograms of tea are produced each year worldwide. Because of
the high rates of tea consumption in the global population, even small effects in humans
could have large implications for public health. Tea is generally consumed in the forms of
green, oolong, and black tea, all of which originate from the leaves of the plant Camellia
sinensis. Among teas, green tea polyphenols have been extensively studied as
cardiovascular disease and cancer. The Market for Tea is demand driven and faces a cut-
throat competition hence to survive that the several Marketing strategies need to be
employed. It can be concluded that consumers are health conscious they give high priority
to their health and safety and consult the doctor and considers the specific health benefits
and medicinal qualities of Tea before purchase. Many respondents buy organic Tea once
in a month which depicts their positive attitude towards it.

11.Bibliography
[1] Aaker, D. A (1991). Managing brand equity. New York: Macmillan.
[2] Banerjee Mritunjoy: “Organisation Structure & Design” in organization Behaviour,
IIIrd Edition, New Delhi Allied Publishers, 1995.
[3] Banerjee, B (1993): Tea Production & Processing, New Delhi, Oxford & IBH
Publishing Company.
[4] Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2001). Consumer behavior. Orlando:
Harcourt College Publishers.
[5] Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2006). Consumer behavior. Mason:
Thomson.

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