1

G L BAJAJ INSTITUTE OF MANAGEMENT AND RESEARCH

GREATER NOIDA

SUMMER INTERNSHIP REPORT

ON
“Study on the factors affecting the purchasing of branded tea products in B&I channel”

Submitted in partial fulfilment of the requirements for the

TWO YEAR POST GRADUATE DIPLOMA

In

MANAGEMENT

Submitted By: Submitted To:

Student Name – Devender Mahawar 1. Mentor (Faculty): Prof. Atul Arora

GLBIMR Roll No – GM21083 2. Mentor (Industry): Mr. Abhinav Sharma

Batch – 2021-23 Designation – Zonal Manager

 2

G L BAJAJ INSTITUTE OF MANAGEMENT AND RESEARCH

GREATER NOIDA

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Devender Mahawar a student of PGDM (2021-23 Batch), at

GLBIMR, Greater Noida, has undertaken the project on “Study on the factors affecting the

purchasing of branded tea products in B&I channel” under the guidance of Mr. Abhinav

Sharma (Industry Mentor’s Name) for a duration of 6 weeks, from 15thJuly to 15th august 2022.

During her tenure with us, we found her sincere in her outlook towards professional work.

We wish her all the very best for future endeavours.

Signature

Name

Designation

Organization seal
 3

G L BAJAJ INSTITUTE OF MANAGEMENT AND RESEARCH

GREATER NOIDA

CERTIFICATE

This is to certify that Mr. Devender Mahawar a student of PGDM (2021-23 Batch), at

GLBIMR, Greater Noida, has undertaken the project on “Study on the factors affecting the

purchasing of branded tea products in B&I channel”. The survey, data collection, &

analysis work for preparing the project has been carried out by the student in partial fulfilment

of the requirements for the Award of Post Graduate Diploma in Management under my

guidance and supervision.

I am satisfied with the work of Mr. Devender Mahawar.

Date:

Faculty Mentor(s) Name: …………

(Signature)
 4

G.L. Bajaj Institute of Management & Research

Approved by A.I.C.T.E., Ministry of HRD, Govt. of India

Plot No. 2, Knowledge Park-III, Greater Noida

ACKNOWLEDGEMENT
I owe my gratitude to many people who helped and supported me during the entire Summer
Training. My deep sense of gratitude is due to Mr. Abhinav Sharma Zonal Manager at
Goodricke Group Ltd. for allowing me to carry out the Summer Internship and this Project at
the organization and to be constantly available to me for the period, for guidance. He/ She also
helped me to see the subject of study in its proper perspective. Thanks, and appreciation is also
due to the officials, employees and respondents of Goodricke Group Ltd., for their support.

I am highly thankful to DIRECTOR Dr. Sapna Rakesh, Director of the Institute for her support,
motivation and continuous efforts in providing us the better learning environment and
opportunities to groom ourselves as per the expectations of the corporate world.

I am also thankful to CRC Head for providing me the opportunity for SIP in Goodricke Group
Ltd. My sincere thanks to Atul Arora, the Faculty Guide of the project, for initiating and
guiding the project with attention and care. He/ She has always been available for me to put
me on track from time to time to bring the project at its present form. I also thank all faculty
members without whom this project would have been a distant reality.

Signature

(Name of the Student)

Place:

Date:
 5

ABSTRACT

The Main purpose of this study is to identify the factors influencing on consumers' purchasing

decisions for branded tea in Greater Noida & Noida. This study find out the relationship

between the factors influencing a consumer's buying decision on branded tea and the

consumer's loyalty towards the company. The study concentrated primarily on the

socioeconomic factors that influence consumer loyalty towards brands of the tea.

Primary data were used in the study. Primary data were mainly collected from a survey using

a pre-tested, structured questionnaire. Descriptive analytical techniques, factor analysis, and

binary logistic regression analysis were used for data analysis. Statistical analysis was

performed using bar graph & column chart. Results: According to the factor analysis, three

main factors were recognized, such as product, taste & offers.

Buying behaviour describes any purchase that a consumer makes, through it was not planned

in advance. This paper is an attempt to find out the factors that affect consumer-buying

behaviour of tea. The impact of various variables like quality, aroma, flavour, taste, colour of

end product, brand image, value added tea, retailers influence, influenced by others, reasonable

price, timely availability, attractive packing, effective advertisement, celebrity endorsement

and gift/promotion/strategies on consumer buying behaviour, have been analysed. The study is

based on the primary data collected from both colleges and offices consumers in with the help

of structured questionnaire. Data analysis has been done using BAR graph & COLUMN chart.
 6

Table of content

Content Page no.

Sr. no.

1 Introduction

2 Company profile

3 Literature Review

4 Research Objectives

5 Research Methodology

6 Data Analysis and Interpretation and Findings

7 Conclusion

8 Suggestion and Recommendations

9 Bibliography

10 Questionnaire
 7

CHAPTER: 1

Introduction
 8

In India, the tea plantation industry was materially initiated and shaped by the European

entrepreneurs (Sarkar, 2008). Essentially, the requirement of seed capital to establish the tea

industry in India was injected by the UK. Thus, the industry was dominated in terms of

management and ownership by the colonials. However, World War II brought about

significant changes in the industry in the area of management and ownership patterns. The

war incited the Indian entrepreneurs to start new ventures. Dining the war, Indian

entrepreneurs produced a large variety of goods that were required for the war efforts. The

encouraged Indian entrepreneurs then entered into venturing in tea. There was another factor

behind it. During the war, a large number of workers and staff members were shifted from the

tea industry for the construction of bridges, airfields, roads, and also for assisting the aimed

forces. Thus, the industry faced a shortage of workers and staff to produce tea. All these

factors made a big challenge for foreign companies to maintain their business. Dining this

point of time, some foreign tea companies changed their ownership into Indian companies.

As per investment is concerned, the plantation sector offers more employment in India. The

tea industry has given direct employment to 12,57,610 workers (Tea Digest, 2004) and

several millions of people in an indirect way. One of the unique characteristics of the tea

industry is that it employs more women workers. In India, tea is grown in 5,79,353 hectares

areas which are around 16 percent of the total tea cultivation area in the world.

The tea industry occupies a predominant position in the Indian economy. Tea is the most

common and the cheapest beverage in India.

According to the recent report published by the Tea Boar d of India (TBI) in 2017, India

occupies the second position in the world in terms of tea production, which is just after

China. India produced around 23 percent and China produced 43 percent of the global

production of tea hi 2016 (Shown in Figure 1.1). India also occupies the fourth position as an
 9

exporter of tea and exported 12.19 percent of total tea export in tire world market in 2016

(Shown in Figure 1.2). It is important to recor d that around 80 percent of tea produced in

India is consumed within the country. Out of the entire tea production in India, die North

Indian tea industry produced 1008.56 million kilograms, whereas the production of North

Bengal, which comprises Terai, Dooars, and Darjeeling regions, were 329.70 million

kilograms in 2016.

However, in India, 97.36 percent tea is being produced by the four major tea-producing

states, viz. Assam (52.95 percent), West Bengal (26.73 percent), Kerala (4.59 percent), and

Tamil Nadu (13.09 percent). The other tea-growing states’ contribution is little (2.62

percent). These states are Arunachal Pradesh, Bihar, Himachal Pradesh, Manipur, Mizoram,

Nagaland, Sikkim, Tripura, and Uttarakhand. North Indian tea industry’s contribution is 82

percent, whereas the contribution of the South Indian tea industry is 18 percent during the

year 2016 (Shown in Table 1.1). In India, as per the geographical location, the tea industry

has been divided into two regions: the tea industry of Northern India and the tea industry of

Southern India. The northern parts of Bengal and Assam are the major tea-producing areas of

the North Indian tea industry. Doors, Terai, Darjeeling, Cachia; Darang, Dibnigarh, Sib

Sagar, etc., are the prime producing regions of tea in North India.

In the financial year 2015-16, India produced the highest tea production hi its history which is

1,233 million kilograms and exported around 232 million kilograms which valued at Rs.

4,493 crores. This record quantity of export was observed after 35 years. Earlier, in 1980-81,

India exported 231.7 million kilograms of tea.

 10

“Study on the factors affecting the purchasing of branded tea products in B&I channel”

With s large network of tea producers, dealers, distributors, auctioneers, exporters, the tea

industry in India is one of the most significant sources of income for the nation.

The tea market has expanded over time, and numerous tea brands have been released by well-

known enterprises both locally and regionally.

Customers can now select a premium tea brand based on their preferences thanks to this.

The variety of the retail industry makes it easier to access various tea brands.

Particularly in India, the growth of the supermarkets channel has made it possible for

customers to compare and choose the necessary tea brand.

Nearly a quarter of all tea sales in India take place in supermarkets.

There are several well-known grocery chains in India, with the majority of them centred in

the Western province. Furthermore, as a result of retail companies implementing various

marketing strategies, the local tea market in India today is vibrant and cutthroat.

As a result, in order for the current businesses to remain competitive, they must both grow the

ir base of loyal customers and cut down on the number of customers that migrate to a differen

t brand.

For a business to gain market share and power, it must prioritise customer pleasure.

The basic objective of a company's marketing initiatives is to increase, maintain, or develop

client loyalty to its goods and services.

Consumers who consistently repurchase their favoured brands demonstrate brand loyalty,

which is the key factor in determining which brand of tea they would choose.

Customer loyalty management is therefore essential for retaining customers in marketing.

To boost brand loyalty and lesson the propensity to move to other brand, tea companies

should understand and employ these tactics.

 11

Therefore, the businesses must determine both the elements that are crucial for developing cu

stomer loyalty and those that could result in a transition to a competing brand.

There is an increasing need to understand changes in consumer purchase decisions since cons

umer behaviour patterns change over time.

Numerous studies have been conducted to look into the variables that can affect customers' d

ecisions to buy different goods.

Size, number, quality, and price are just a few variables that Kotler et al. claim have an impac

ts on consumer purchasing decisions.

Porter has demonstrated that lowering pricing and setting the company apart from rivals can

boost its worth.

 12

CHAPTER: 2

Company Profile
 13

India-based Goodricke group limited is a tea-producing business with its main office in west

Bengal.

It is a component of Camellia PLC UK, the biggest tea producer in the world's private sector.

Goodricke Group Limited, Stewart Holl (India) Limited, Amgoorie India Limited, and Koom

ber Tea Co. Pvt. Limited are the four tea-producing businesses under its umbrella.

The Group has 27 tea factories and 30 gardens located throughout Darjeeling, the Dooars, As

sam, and Cacher.

The Goodricke Group recently purchased two estates from the McLeod firm in Assam while t

hey were having financial issues.

Major Darjeeling brands include Goodricke Castleton, Roasted, and Margaret's Hope, while

Goodricke Khaas, Goodricke Zabardast, and Goodricke Chai are among the top Black (CTC)

brands.

Here we see a small introduction about the tea-

The most popular beverage in the nation is tea.

The greatest and second-largest producer and consumer of tea, respectively, are India and

China.

Together, these two nations produce half of the world's tea.

However, because domestic demand is so great, they only export around 25% of what they pr

oduce.

According to a poll on beverage consumption, tea is the most popular beverage.

Since most customers chose tea as their main beverage, tea is the second most popular bever-

age after water.

Despite being one of the oldest beverages, tea continues to rule the market in terms of sales, e

xpansion, and appeal.

 14

There are about 1000 different kinds of tea, which are frequently divided into black tea, white

tea, oolong tea, and green tea.

The estimated size of the global tea market in 2019 was $55,144 million, and by 2027, it is

anticipated to increase to $68,950 million, with a CAGR of 66%.

Herbal tea is increasing popularity but black and green tea continue to dominate the market.

With $16,362 million in revenue in 2019 and a forecasted increase to $26,110 million by 202

7, the green tea category contributes the most to the global tea market, with a CAGR of 9.8%.

Tea has gone from being a luxury good to a necessity as a result of improved lifestyles and alt

ered consumption patterns.

The variables that affect tea intake behaviour were outlined by Natalie (2009).

One of the key influencing the rise in tea consumption is cultural change.

Consumers now strive to "natural, healthy, natural regression" and the major qualities of tea a

re summarised as "low calories, low sugar, and low fat," which meet the demands of modern

living.

One of the key justifications for include tea in a diet list is the presence of antioxidants and m

inerals including potassium, manganese, magnesium, and calcium.

There is scientific evidence to support the claims that drinking tea regularly helps with weight

loss and lowers the risk of Parkinson's disease.

People who enjoy drinking tea can persuade their social networks to do the same, which leads

to a rise in tea consumption.

Younger generation with extra money perceives tea as more “cool and fashionable” and cost-

effective.

Once consumers start loving tea, psychological factors like brand loyalty lead them to buy it f

requently.
 15

Increased attention on weight management among wealthy individuals has had a significant i

mpact on the growth of tea consumption.

India's tea plantations are primarily located in the north-

eastern states of higher Assam, west Bengal, south Kerala, and Tamil Nadu.

75% of production comes from the North East, and the remaining 25% comes from the South

Although North East tea quality is better, yield per acre is lower.

For a very long time, the former USSR used to pay artificially high prices to Indian tea produ

cers under a bilateral agreement.

The value of the debris was manipulated.

The industry has suffered greatly as a result of the fall of the USSR.

Contrary to popular belief, India is not an internationally competitive producer of high-

quality, labor-intensive tea.

Rival nations Kenya and India was underdeveloped, had considerably more lenient rules, and

had labour costs that were lower in comparison.

In India, tea bushes are generally older than normal, which results in decreased productivity.

Companies that sell tea must determine their own particular income tax obligations.

The state government taxes 60% of pre-tax profit as firm income, while 97+ business

earnings are taxed as corporate profits.

It turns out that the effective tax rate is much higher.

History

1800- 17 tea estates the sterling tea companies possessed in India, 12 were Jalpaiguri area, 3

in Darjeeling and 2 in assam.

In the late 1800s, they started tea gardens, and over time, they expanded into India.
 16

In accordance with the Foreign Exchange Regulation Act (FERA 1973), the Reserve Bank of

India (RBI) authorised the company to conduct business with the Sterling Tea Group.

On June 14, 1977, a public limited company was established in West Bengal, India.

The goal is to grow, produce, handle, mix, develop, process, buy, exchange, and deal with tea

in a variety of ways.

On June 27, 1977, the Registrar of Companies issued a certificate of entitlement in accordanc

e with the provisions of the Companies Act of 1956.

The permission was granted for the commencement of the business.

1 January 1978 – The 8 Sterling Companies merged with the Goodricke Group Limited.

Gardens

• Darjeeling

• Assam

• Dooars

Products

Bulk Tea- Both Orthodox and CTC tea from the Assam, Doors and Darjeeling gardens are

sold in volumes. They are packed in tea chests, paper sacks and jute bags, and are marketed

mostly through the public auction System, private and consignment sales, Exports and Direct

Sales either in original or blended form.

 17

Darjeeling- Some of the most popular tea variants of Goodricke Tea come from its Darjeeling

Tea gardens. The gardens include Margaret's Hope, Castleton, Badamtam, Barnesbeg and

Thurbo. The teas from these gardens are usually sold to buyers from Japan, Europe and the

United States.

Assam- In Assam, the Orthodox tea from the gardens of Nonaipara, Harmutty, Orangajuli and

Dejoo is sold in bulk in the Middle East, the UK and Germany markets. The handpicked CTCs

come from the gardens of Borbam and Amgoorie and sold in bulk across India and abroad.

Doors- This part of the Himalayan region offers CTC tea. The tea from the Leesh River and

Danguajhar gardens is quite popular and, thus, sold in bulks all across.

Ready to Drink Tea

The Ready to Drink Tea is readily available in HWS (Hot Water Soluble) and CWS (Cold

Water Soluble) form. The concept of instant tea prepared from green leaf has made a mark in

the development of Indian Tea Industry. As per the customers’ specifications, instant tea is

made from raw materials like green and black leaf tea. Following are the currently available

Goodricke ready to drink tea variants:

• Ready to drink Darjeeling Roasted Tea

• Ready to drink Barnes beg Green Tea

Brands

Darjeeling Tea

• Castleton Premium: Blue Caddy

 18

• Castleton Vintage: Black Caddy

• Barnes beg-Leaf and Teabags

• Roasted

• Thurbo

• Premium Darjeeling Tea

Black [CTC] Tea

• Khaass

• Goodricke Chai

• Zabardast

Gift Packs

• Badamtam leaf tea

• Season's 3 in 1

Major competitors

Tata tea is the main competitor of the Goodricke tea.

As Tata tea has offer many different varieties in the market that are:

• Tata Agni

• Tata Premium

• Tata Premium Gold

In my region where I conduct my research Tata is the biggest competitor for the Goodricke

Group ltd. Because they had covered most of the market. And to overcome their market share

in the region it will take time but with better efforts the company will get the market share

from them.
 19

The main thing for the Goodricke is that they are also offering a huge variety of products.

Brand marks

Single estate teas & blends for discerning consumers

Goodricke Tea owns brands that are both, iconic and have a strong heritage value. It owns the

most iconic gardens in Darjeeling and produces the finest orthodox teas, heralded and coveted

by blenders and connoisseurs alike. Fresh CTC Teas from Goodricke also enjoy wide

popularity.
 20

CHAPTER: 3

Literature Review
 21

Environmental concern has grown over the past three decades (Yeon shin Kim and Sejong

marina choi, 2005), and ecological issues are now of the utmost importance and are

frequently discussed (Gupta, Ogden, 2009:376).

To demonstrate this, consider the numerous pieces about ecology that can be found in reputab

le publications like Dagan's Nyheter, Le Monde, or Los Angeles Times, covering everything

from agriculture to transportation.

According to Chandra Kumar et al. (2016), the majority of respondents chose tea over other b

everages, with its refreshing qualities being the main factor.

The majority of respondents, both in rural and urban areas, were also reported to have used th

e same tea brand for at least two years.

D. C (2020) examined the factors influencing tea drinker brand selection.

According to the study, customers in the Nilgiris district have few brand preferences. Demogr

aphic and psychological characteristics are the main determinants of brand preference for tea,

according to the study.

As additional factors in choosing tea brands, offers and endorsements of new brands were

also included.

According to A (2020), the demand for packet tea may be met by diversifying tea goods, such

as flavouring tea, and raising the quality.

Although sales and market share are used to gauge a company's present performance, consu-

mer contentment with a particular brand of tea helps drive future sales.

The discovery of wild tea plants in Assam during the first half of the 19th century led to the

establishment of the Indian tea industry.

Tea was gradually grown, local tea markets emerged, and tea businesses were established.

The final step is to pack the tea into jute bags or wooden chests for transport to storage faciliti

es before auction.
 22

Additionally, tea from the gardens is bundled into consumer packs and sent to retailers.

India develops a vast network of tea producers, retailers, distributors, auctioneers, exporters,

and packers as one of the world's top tea producers.

One of India's largest labour forces is employed by the tea industry.

One of the world's most popular and refreshing drinks is tea.

India is one of the world’s top producer of tea.

The best tea in the world is from India.

In the high mountains of Northern and Southern India, tea is grown.

The country's tea consumption patterns and consumer perceptions of tea consumption were

briefly covered in the Tea Report (2006).

It concentrated on the topic of consumer perception when purchasing and consuming tea.

It also placed emphasis on the effects of advertising on consumers and retailers, as well as the

accessibility of various brands on the market.

Ramanuj Majumder (2010) went into great length about the value of understanding consumer

for marketers and provided numerous real-world instances of how Indian marketers have

used this knowledge. marketing methods to reflect changes consumer behaviour.

He also concentrated on decision-making concerns and the theoretical underpinnings of

consumer behaviour and provide numerous useful insights into the Indian market.

Ronald A. Fullerton (1994) looked at one instance of consumer behaviour research, with

special focus on their study titled "Tea and the Viennese."

The research displayed an extraordinarily high level of skill in evaluating consumer experienc

e by combining quantitative and qualitative analysis.

The 2010 Market Analysis Report was created using data from several sources.

Its main objective is to disseminate knowledge about Peruvian consumer attitudes, behaviour,

and perceptions of food items.

 23

Information might aid Canadian businesses in developing their export strategy and giving the

m a competitive edge in Peruvian markets.

It is helpful to start by taking into account the development of the area of consumer research

and the various paradigms of thoughts that have influenced the discipline, as developed by

monachal pachauri (2002).

Overall, it is suggested that the field of consumer behaviour research is fast changing as

academics use cutting-edge methods and cross-disciplinary viewpoints to comprehend the

nature of consumer behaviour.

This broader perspective makes an effort to examine consumer behaviour in the context of

quickly changing social circumstances, beliefs, priorities, and lifestyles.

 24

CHAPTER: 4

Research objective
 25

Objectives:
1, To study the factors which affects the purchase behaviours of the canteen owners.
2, To study which brand is the leading brand available at the canteens.
3, To know the category of CTC used in canteens.
4, To study which offers of the brand attract the buyers.
5, Among between price and quality which factor is the leading factor.
6, To study how what is there purchasing pattern and from where they purchase.
 26

CHAPTER: 5

Research Methodology
 27

The study was conducted in Uttar Pradesh, where I conduct my research. For the study, Greater

Noida & Noida were chosen. The placement of the colleges and offices was taken into

consideration when choosing two different types of institutions. The offices, canteen, and

colleges were the institutions chosen. A large number of offices and colleges were sampled,

including 30 offices from Greater Noida and 40 offices from Noida. Additionally, 30 offices

from Greater Noida and 30 offices from Noida were chosen for the entire sample.

The current study is "descriptive" in nature because it looks for inspiration and knowledge to

develop fresh relationships.

The study’s primary goal is to identify the numerous approaches used to encourage customers

while also determining whether customers are happy or not.

ctured questionnaires, observations, and in-person interviews are used to gather data.

SAMPLE SIZE- 130

Data Collection

Primary data used in the study. Primary data were mainly collected from a survey using a pre-

tested, structured questionnaire. Besides, key personnel interviews were conducted to obtain

comprehensive information on the measured aspects.

For this research I had collected 130+ responses primarily.

 28

CHAPTER: 6

Data analysis and interpretation of

findings
 29

Interpretation:

About 89.2 % of the population says that they got to know about their current brand being used

is by personal selling followed by advertisement which is 7.7%. and word of mouth being the

lowest.

Interpretation:

During the research it was found that maximum no. of population (89.2%) were using their

current brand influenced by personal selling.

 30

Interpretation:

From the given graph it mentions that there is 250 gm of consumptions of tea daily.
 31

Interpretation:

The graph predicts that the population gives their importance majorly to the taste of the tea

rather than quality aroma health benefits.

And health benefits being the least importance factor to the population which unfortunately

should remains low.

 32

Interpretation:

By this graph we can predict that the target population prefer more to buy from retailer followed

by company salesman wholeseller and supermart.

 33

Interpretation:

The frequency of purchasing the tea by the population is 4-5 days and it goes maximum for

thirty days.
 34

Interpretation:

The graph predicts that the population gives their importance majorly to the taste of the tea

rather than quality aroma health benefits.

And price being the least importance factor to the population.

 35

Interpretation:

The pie chart show that a huge part of population never tried Goodricke tea.
 36

FINDINGS

➢ During the research it was found that maximum no. of population (89.2%) was using

their current brand influenced by personal selling.

➢ From the given data above, it mentions that there is 250 gm of consumptions of tea

daily.

➢ The population gives their importance majorly to the taste of the tea rather than quality

aroma health benefits.

➢ And health benefits being the least importance factor to the population which

unfortunately should remains low.

➢ The above Data predicts that the population gives their importance majorly to the taste

of the tea rather than quality aroma health benefits.

➢ And price being the least importance factor to the population.

 37

CHAPTER: 7

Conclusion
 38

Conclusion:

The study concludes that both income and education have a significant impact on brand loyalty

for tea, while product, marketing, and life-style attributes are the main factors influencing the

purchase decision of the branded tea by the consumer. As product-related attributes contribute

more to the purchase decision of branded tea, firms can increase their market share by planning

their marketing strategies, focusing mainly on product-related aspects.

Thus, firms can increase their market share by planning their marketing strategies, focusing

mainly on product-related aspects. To build a loyal customer base, companies should consider

injecting differentiated product attributes in terms of the blend of flavour, taste, colour, and

aroma of the final tea that ensure the superiority of the brand. This study provides further

insight into marketing research and can also be used as a guideline for business planning and

an efficient marketing strategy.

 39

CHAPTER: 8

Suggestion and recommendation

 40

Suggestion and recommendation

➢ Goodricke should focus on B&I channel more because there was no presence

Goodricke in the offices & colleges

➢ Goodricke should come up with the vending machines.

➢ Goodricke should do sales promotion through free sampling of CTC.

➢ Provide better offer then the competitors.

 41

Bibliography
➢ https://goodricketea.com/goodricke tea/online store
➢ https://www.ibef.org/exports/indian-tea-industry
➢ https://www.researchgate.net/publication/353603216_Factors_Affecting_tea_purch
asing
➢ www.worldatlas.com/articles/the-worlds-top-10-tea-producing-nations.html
 42

Questionnaire

Study on the factors affecting buying of tea in B&I Channel

Q.1 Name of organization

Q.2 Address

Q.3 Name of respondent

Q.4 Type of organization

Q.5 Are, you aware of Goodricke tea brand?

Yes

No

Q.6 Are you using vending machines?

Yes

No
 43

Q.7 Is tea being supplied by a caterer?

Yes

No

Q.8 Type of tea usually buy to consume?

Green

Black

Herbal

Other:

Q.9 Which tea brand you are using currently?

Tata

Waghbakri

Lipton

Goodricke

Other:

Q.10 How you got aware about the current brand you are using?

Advertisement

Newspaper/magazine

Word of mouth

Personal selling

Other:
 44

Q.11 Reason behind using the current tea?

Taste

Price

Loyalty

Aroma

Other:

Q.12 When I usually buy tea, I usually take these things into consideration: price, aroma,

friends’ opinions, promotion, offers?

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

Q. 13 On average, how much volume consumed daily?

Q.14 On average, how much we spend on tea every month?

 45

Q.15 On a scale of 1 to 4, in your opinion rank the importance of these elements regarding of

tea?

1 2 3 4

Taste

Quality

Aroma

Health benefits

Taste

Quality

Aroma

Health benefits

Q.16 Time interval b\w the purchase of the tea?

Q.17 From where you prefer to buy tea?

Company salesman

Retailer

Wholesaler

Metro

Super Mart
 46

Q.18 Have you ever tried Goodricke tea?

Yes

No

Maybe

Q.19 Feedback/suggestions-

Q.20 Any idea to promote Goodricke in your area?