INTRODUCTION

Tea is an aromatic beverage commonly prepared by pouring hot or boiling

water over cured leaves of the Camellia sinensis, an evergreen shrub (bush)
native to Asia. After water, it is the most widely consumed drink in the world.
There are many different types of tea; some, like Darjeeling and Chinese greens,
have a cooling, slightly bitter, and astringent flavour, while others have vastly
different profiles that include sweet, nutty, floral or grassy notes. Tea originated
in Southwest China, where it was used as a medicinal drink. It was popularized
as a recreational drink during the Chinese Tang dynasty, and tea drinking spread
to other East Asian countries. Portuguese priests and merchants introduced it to
Europe during the 16th century. During the 17th century, drinking tea became
fashionable among Britons, who started large-scale production and
commercialization of the plant in India to bypass the Chinese monopoly.

Milk
The addition of milk to tea in Europe was first mentioned in 1680 by the
epistolist Madame de Sévigné. Many teas are traditionally drunk with milk in
cultures where dairy products are consumed. These include Indian masala chai
and British tea blends. These teas tend to be very hearty varieties of black tea
which can be tasted through the milk, such as Assams, or the East Friesian
blend. Milk is thought to neutralise remaining tannins and reduce acidity. The
Han Chinese do not usually drink milk with tea but the Manchus do, and the
elite of the Qing Dynasty of the Chinese Empire continued to do so. Hong
Kong-style milk tea is based on British colonial habits. Tibetans and other
Himalayan peoples traditionally drink tea with milk or yak butter and salt. In
Eastern European countries (Russia, Poland and Hungary) and in Italy, tea is
commonly served with lemon juice.

1
 Tea is generally divided into categories based on how it is processed. At
least six different types are produced:

 Milk tea
 Lemon tea
 Black tea
 Green tea
 Flowering tea
 Cold brew and sun tea

Serving

To preserve the pretannin tea without requiring it all to be poured into

cups, a second teapot may be used. The steeping pot is best unglazed
earthenware; Yixing pots are the best known of these, famed for the high-
quality clay from which they are made. The serving pot is generally porcelain,
which retains the heat better. Larger teapots are a post-19th century invention, as
tea before this time was very rare and very expensive.

Production

In 2003, world tea production was 3.21 million tonnes annually. In 2010,
world tea production reached over 4.52 million tonnes after having increased by
5.7% between 2009 and 2010. Production rose by 3.1% between 2010. In 2013,
world tea production reached over 5.34 million tonnes after having increased by
6.17% between 2012 and 2013. The largest producers of tea are the People's
Republic of China, India, Kenya and Sri Lanka.

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 COMPANY PROFILE
History

In 1871 Thomas Lipton (1848–1931) of Glasgow, Scotland used his

small savings to open his own shop, and by the 1880s the business had grown to
more than 200 shops. In 1929 the Lipton grocery retail business was one of the
companies that merged with Home and Colonial Stores, Maypole Dairy
Company, Vyes & Boroughs,Templetons, Galbraiths & Pearks to form a food
group with more than 3,000 stores. The group traded in the high street under
various names, but was registered on the UK stock market as Allied Suppliers.
Lipton's became a supermarket chain focused on small towns, before Allied's
acquisition by Argyll Foods in 1982. The supermarket business was rebranded
as Prestoduring the 1980s.

Tea

Sir Thomas Lipton began travelling the world for new items to stock in
this store. One such item was tea, since sales had doubled from £40 million from
the late 1870s to £80 million by the mid-1880s. However, he believed the price
was far too high, so in 1890 he purchased his own tea gardens in Ceylon, now
Sri Lanka, and packaged and sold the first Lipton tea. Staying true to this vision,
he arranged packaging and shipping at low costs and sold his tea in packets by
the pound (454g), half pound (227g), and quarter pound (113g), with the
advertising slogan: "Direct from the tea gardens to the teapot." Lipton teas were
an immediate success in the United States. The Lipton tea business was acquired
by consumer goods company Unilever in a number of separate transactions,
starting with the purchase of the United States and Canadian Lipton business in
1938 and completed in 1972 when Unilever bought the remainder of the global

3
Lipton business from Allied Suppliers.
In 1991, Unilever created a first joint venture with PepsiCo, the Pepsi
Lipton Partnership, for the marketing of ready to drink (bottled and canned) teas
in North America. This was followed in 2003 by a second joint venture, Pepsi-
Lipton International (PLI), covering many non-United States markets. PLI was
expanded in September 2007 to include a number of large European markets.
PepsiCo and Unilever each control 50 per cent of the shares of these joint
ventures.

Due to the 2008 Chinese milk scandal, food giant Unilever started
recalling its Lipton milk tea powder in Hong Kong and Macau on 30 September
2008. The tea powder, which used Chinese milk powder as its raw ingredient,
was recalled after the company's internal checks found traces of melamine in the
powder.
In 2011 PETA criticized Unilever for conducting and funding experiments
on rabbits, pigs and other animals in an attempt to make human health claims
about the tea’s ingredients. According to the animal rights organization,
Unilever decided to end the practice for Lipton products after receiving more
than 40,000 appeals from PETA supporters and days before PETA made plans
to launch its "Lipton CruelTEA" campaign Unilever no longer test their products
on animals unless required to by governments as part of their regulatory
requirements.

Soup mixes

Lipton produces instant soup mixes. In the 1950s in the United States,
Lipton ran an advertisement campaign promoting French onion dip prepared at
home using Lipton's French onion soup mix, thus helping to popularize chips
and dip. After this time, many new commercially produced varieties of dips

4
(numbering in the hundreds) were created and produced in the U.S.

Present day

Products target the mass market and are generally positioned in the
middle of the price spectrum for tea. Like most branded teas, Lipton teas are a
blend selected from many different plantations around the world, from well-
known producing countries like, Sri Lanka, India, Kenya, and China. Lipton
Yellow Label is blended from as many as 20 different teas.

Apart from black leaves tea (with the long-standing Lipton Yellow Label
brand), the company also markets a large range of other varieties, both in leaf
tea as well as ready-to-drink format. These include green teas, black flavoured
teas, herbal teas, Lipton Linea (a "slimming tea") in Europe and Lipton Milk
Tea in various Asian markets. Apart from Lipton Ice Tea, none of their
products are available for retail in the UK, as only caterers are supplied,
because Unilever sells PG-Tips in the UK.

In a number of markets, including Japan, Russia and Australia, the

company is advertising the benefits of theanine, which has psychoactive
properties.

Lipton still owns plantations in East Africa and Tanzania. In May 2007,
Unilever became the first company to commit to sourcing all its tea in a
sustainable manner. Working with the Rainforest Alliance, an international
environmental NGO, Lipton and its parent company, Unilever, announced all
Lipton Yellow Label tea bags sold in Western Europe would be certified by
2010 and all Lipton tea bags sold globally by 2015. Product bearing the
Rainforest Alliance seal appeared on Western European markets in 2008 and
started appearing in North America in 2009.
5
Brands

Lipton's main pillar brands are Lipton Yellow Label and Lipton Iced
Tea. Other product lines exist as well, like the Lipton pyramid range in Europe
and North America, and Lipton Milk Tea in East Asia. In 2008, the brand
launched Lipton Linea in Western Europe.

Lipton Yellow Label

Lipton Yellow Label has been sold since 1890, when Sir Thomas Lipton
created the first version of the Yellow pack with a red Lipton shield, which to
this day typifies the Lipton Yellow Label brand. It is sold in 150 countries
worldwide.[21] Lipton Yellow Label is a blend of several types of tea.

Lipton Yellow Label blend is available both in tea bags, the preferred
format in Western Europe, North America and Australia, as well as loose
packaged tea, the preferred format in much of the Middle East and throughout
Asia.

Lipton Iced Tea

Lipton Iced Tea, in many markets known as Lipton Ice Tea, is an iced tea
brand sold by Lipton.
Lipton Brisk

Brisk, formerly Lipton Brisk, is an iced tea brand distributed primarily in

North America as a joint venture between Lipton and PepsiCo. It differs from
Lipton's other iced tea brands in that phosphoric acid is added to the blend,
giving the beverage a distinctive tart flavor.

6
Lipton Pyramid Tea
Lipton also produces tea using the tetrahedral bag format as seen in other
tea brands.

Lipton Clear was also launched in five variants – Earl Grey Tea, English
Breakfast Tea, Peach Mango Tea, Green Tea Mandarin Orange, Mint and
Camomile Tea.

Pure Leaf

Pure Leaf is an iced tea brand distributed primarily in North America by

the PepsiCo-Lipton joint venture. As opposed to Lipton Iced Tea and Brisk,
both of which use a freeze-dried instant tea powder for a base, Pure Leaf is
brewed in liquid form.

Lipton worldwide

Available in over 110 countries, Lipton is particularly popular in Europe,

North America, Africa and the Middle East, parts of Asia and Australasia
(Australia and New Zealand) as well as Latin America, Canada, and the
Caribbean. Despite its British origins, Lipton black tea (such as Yellow Label) is
not marketed in the UK and is not found in mainstream British stores, because
Unilever sells PG-Tips in the UK. However, Lipton Ice Tea and fruit teas are
available in the UK.

Marketing and advertising

In 1914 Lipton's tea were one of the sponsors for the first flight from
Melbourne to Sydney by French aviator Maurice Guillaux, This was, at the
time, the longest air mail and air freight flight in the world. Guillaux wrote, "I
found it the most delicious tea I have ever tasted....I found it very soothing to the
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nerves". Lipton printed 250,000 facsimile copies of the letter, and these could be
had by sending to Lipton a one-penny stamp. For a threepenny stamp, Lipton
would send out a quarter-pound pack of tea.

In an attempt to change the negative perception of Lipton Ice Tea in the

United Kingdom – as 60% claimed they do not like the taste before even trying
it – Lipton underwent a London-based summer experiential marketing
campaign in 2010 under the slogan "Don't knock it 'til you’ve tried it!".
Roaming demonstrators handed out 498,968 samples over the 58-day run. After
the campaign, 87% of consumers claimed to enjoy Lipton Ice Tea, while 73%
said they were more likely to purchase in the future.

Product quality controversy

In November 2011, the General Administration of Quality Supervision,

Inspection and Quarantine of China found high levels of toxins in one variety of
Lipton tea. Unilever responded by clearing the shelves of all affected products.
In April 2012, the non-governmental organization Greenpeace raised questions
about Lipton products once again, after two varieties of Lipton tea the group
purchased in Beijing supermarkets failed safety tests, with the results allegedly
failing to meet regulations as those enforced in the European Union.
Additionally, the group stated, "Some of the detected pesticides are also banned
for use in tea production by the Chinese Ministry of Agriculture." Unilever
China denied the findings, stating all Lipton products within the country were
safe.

8
 PRODUCT PROFILE

Green tea is a type of tea that is made from Camellia sinensis leaves that
have not undergone the same withering and oxidation process used to make
oolong and black tea. Green tea originated in China, but its production has
spread to many countries in Asia.

Several varieties of green tea exist, which differ substantially because of

the variety of C. sinensis used, growing conditions, horticultural methods,
production processing, and time of harvest.

History

The tea fields in the foothills of Gorreana, Azores Islands, Portugal: the
only European region other than Georgia to support green tea production.

Tea consumption has its legendary origins in China during the reign of
Emperor Shennong.

A book written by Lu Yu in 600-900 AD (Tang Dynasty), "Tea Classic",

is considered important in green tea history. The Kissa Yojoki ,written by Zen
priest Eisai in 1191, describes how drinking green tea may affect five vital
organs, the shapes of tea plants, flowers and leaves, and how to grow and
process tea leaves.

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Brewing and serving

Steeping, or brewing, is the process of making tea, generally using two

grams of tea per 100 ml of water or about 1 teaspoon of green tea per 150 ml
cup. Higher-quality teas, like gyokuro, use more tea leaves and are steeped
multiple times for short durations.

Steeping temperatures range from 61°C (142°F) to 87°C (189°F) and

times from 30 seconds to three minutes.

Generally, lower-quality green teas are steeped hotter and longer while
higher-quality teas are steeped cooler and shorter, but usually for multiple times
(2-3 typically). Steeping too hot or for too long results in the release of
excessive amounts of tannins, leading to a bitter, astringent brew, regardless of
initial quality. The brew’s taste is also affected by the steeping technique. Two
important techniques are to warm the steeping container beforehand to prevent
the tea from immediately cooling down and to leave the tea leaf in the pot and
gradually add more hot water as you drink the tea.

Extracts

Green tea extracts have been used in traditional Chinese and Indian
medicine for a variety of uses.
Green tea leaves are initially processed by soaking in an alcohol solution,
which may be further concentrated to various levels; byproducts of the process
are also packaged and used. Extracts may be sold in liquid, powder, capsule, or
tablet form. Decaffeinated versions are also available.

Green tea extract supplements are accessible over the counter in various
forms. Standardized green tea extract is 90 percent total polyphenols, and 1

10
capsule equals 5 cups of tea.
Regular green tea is 99.9% water, provides 1 Calorie per 100 mL serving,
is devoid of significant nutrient content (table) and contains phytochemicals,
such as polyphenols and caffeine. Polyphenols found in green tea include
epigallocatechin gallate (EGCG), epicatechin gallate, epicatechins and
flavanols, which have antioxidant, anticarcinogen, anti-inflammatory, and anti-
radiation biochemical effects in vitro. Other components include three kinds of
flavonoids, known as kaempferol, quercetin, and myricetin. A remarkably
higher content of myricetin is detected in tea and its extracts than in many other
plants, and this high concentration of myricetin may have some implications for
the experimentally- observed bioactivity of tea and its extracts in vitro.

Although numerous claims have been made for the health benefits of
green tea, human clinical research has not provided conclusive evidence of any
effects. In 2011, a panel of scientists published a report on the claims for health
effects at the request of the European Commission: in general they found that
the claims made for green tea were not supported by sufficient scientific
evidence. Although the mean content of flavonoids and catechins in a cup of
green tea is higher than that in the same volume of other food and drink items
that are traditionally considered to promote health, flavonoids and catechins
have no proven biological effect in humans.

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 OBJECTIVES OF THE STUDY

 To study about the health benefits of Green Tea.

 To study the buying Behaviour towards Green Tea in the study area.

 To find out the details of Green Tea consumer.

 To find out the awareness about Green Tea.

 To study the frequency of using varieties of Green Tea.

 To offer valuable suggestion based on the findings.

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 RESEARCH METHODOLOGY

Research is a scientific and systematic search for pertinent information.

The research is carried out to arrive at a conclusion in order to find a new
relationship by selecting representative subsets with the size of about 150
customers within a particular framework is called research methodology.

Research design

It is a conceptual structure within which research should be conducted.

Thus the preparation of such design facilities research to be as efficient as
possible and will yield maximum information.

Descriptive Research

Descriptive research studies are those studies which are concerned with
describing the characteristics of a particular individual or a group. The type of
research that’s done is descriptive.

Data Collection

The study uses both primary and secondary data collection of data is first
step in satiation treatment of a problem. The data pilot study was conducted and
the necessary correction user made in schedule after identifies and designing the
research problem and determining the specific information for the research can
collected through primary data and secondary data.

Primary Data

Primary Data source other data which are collected from the respondent
through the Questioner.

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Secondary Data

The secondary Data other data which are collected from some earlier
research work are printed Booklet, and company, websites, Magazines,
Newspaper and from libraries etc…

Research Design

It gives details about, the exploratory, explanatory or descriptive or

experimental nature of the research work. Why particular design is used and
what is its importance is also put in this section. According to David luck a
research design is defined as,

“A series of advanced decisions that taken together, comprise a master plan or

model for the conduct of an investigation.

Sampling

Sampling design is the process of selecting representative subsets of a

total population for obtaining data for the study of the whole population. The
subset is known as sample.

Sampling Unit

I choose my sampling area at Cumbum town for Market survey of Lipton

Green Tea.

Sampling Size

The sample size taken for the survey is 60 respondents.

Tools used for analysis

The collected data were interpreted using percentage analysis method.

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15
 DATA ANALYSIS AND INTERPRETATION

DATA INTERPRETATION
Interpretation refers to the task of drawing inference from the collected facts. After an
analytical our experimental study. For the survey the collected data are analyzed and interpreted by the
percentage analysis method. This attempt to organize and summaries data in order to increase results.

Usefulness in such a manner that enable the research to relate critical points with the study
objectives. Sometimes these organizing and summarizing of .data collected through the use of sample,
the reliability of the summery estimates is required to be determined. In this survey the collected data
are analyzed and interrelated by the percentage analysis method.

Percentage Analysis Method:

Percentage method to special kind of ratio percentage is used in making comparison between
two or more series of data percentage are used to describe relationship.

No. Of Respondents
Percentage = ———————————— x 100
Total respondents

16
 TABLE -1

RESPONDENTS OPINION ABOUT CONSUMING OF TEA

NO. OF
[Link]. PARTICULARS PERCENTAGE
RESPONDENTS

1 Yes 90 90

2 No 10 10

TOTAL 100 100

Sources : Primary Data

Among 100 Respondents

 90% of Respondents are consuming tea.
 10% of Respondents are not consuming tea.

17
 CHART -1

RESPONDENTS OPINION ABOUT CONSUMING OF TEA

100
90
90

80

70

60

50

40

30

20
10
10

0
Yes No

18
 TABLE -2

RESPONDENTS OPINION ABOUT TO USE DIFFERENT BRAND OF TEA

NO. OF
S. NO PARTICULARS PERCENTAGE
RESPONDENTS
1 Lipton Green Tea 60 66

2 AVT 20 22

3 3 Roses 5 6

4 Others 5 6

Total 90 100

Source: Primary data

Among 90 respondents:
 66% of the respondents are using Lipton Green Tea.
 22% of the respondents are using AVT Tea.
 6% of the respondents are using 3 Roses Tea.
 6% of the respondents are using in others.

19
 CHART -2

100

90

80

70 66

60

50

40

30
22
20

10 6 6

0
Lipton Green Tea AVT 3 Roses Others

RESPONDENTS OPINION ABOUT TO USE DIFFERENT BRAND OF TEA

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 TABLE - 3

RESPONDENTS OPINION ABOUT USING TIME OF

LIPTON GREEN TEA

NO. OF
[Link] PARTICULARS PERCENTAGE
RESPONDENTS

1 Morning 30 50

2 Evening 25 42

3 Afternoon 2 4

4 Dinner 3 4

Total 60 100

Source: Primary data

Among 60 respondents:
 50% of the respondents are drinking at morning time.
 42% of the respondents are drinking at evening time.
 4% of the respondents are drinking at afternoon time.
 4% of the respondents are drinking at dinner time.

21
 CHART - 3

100

90

80

70

60
50
50
42
40

30

20

10
4 4
0
Morning Evening Afternoon Dinner

RESPONDENTS OPINION ABOUT USING TIME OF

LIPTON GREEN TEA

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 TABLE -4

RESPONDENTS OPINION ABOUT CONSUMING OF

LIPTON GREEN TEA PER DAY

NO. OF
[Link] PARTICULARS PERCENTAGE
RESPONDENTS

1 Daily once 20 33

2 Daily twice 35 58

3 Daily thrice 3 5

4 Above three 2 4

Total 60 100

Source: Primary data

Among 60 respondents:
 33% of the respondents are consuming of Lipton Green Tea in daily once.
 58% of the respondents are consuming of Lipton Green Tea in daily twice.
 5% of the respondents are consuming of Lipton Green Tea in daily thrice.
 4% of the respondents are consuming of Lipton Green Tea in above three.

23
 CHART -4

RESPONDENTS OPINION ABOUT CONSUMING OF

LIPTON GREEN TEA PER DAY

100

90

80

70

60 58

50

40
33
30

20

10 5 4
0
Daily once Daily twice Daily thrice Above three

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 TABLE - 5

RESPONDENTS OPINION ABOUT TO PURCHASE THE QUALITY LEVEL

NO. OF
S. NO. PARTICULARS PERCENTAGE
RESPONDENTS

1 100gm 20 33

2 250gm 25 42

3 500gm 10 17

4 Above 500gm 5 8

Total 60 100

Source: Primary data

Among 60 respondents:
 33% of the respondents are purchase in 100gm
 42% of the respondents are purchase in 250gm
 17% of the respondents are purchase in 500gm
 8% of the respondents are purchase in above 500gm.

25
 CHART - 5

100

90

80

70

60

50
42
40
33
30

20 17

10 8

0
100gm 250gm 500gm Above 500gm

RESPONDENTS OPINION ABOUT TO PURCHASE THE QUALITY LEVEL

26
 TABLE-6

RESPONDENTS INFLUENCED ABOUT TO BUY OF

LIPTON GREEN TEA

NO. OF
S. NO PARTICULARS PERCENTAGE
RESPONDENTS
1 TV Advertisement 30 50

2 Magazines 10 17

3 News papers 15 25

4 Friends &relative 5 8

Total 60 100

Source: primary data

Among 60 respondents:
 50% of the respondents are influenced to buy from TV advertisement.
 17% of the respondents are influenced to buy from magazines.
 25% of the respondents are influenced to buy from newspapers.
 8% of the respondents are influenced to buy from friends & relative.


27
 CHART-6

RESPONDENTS INFLUENCED ABOUT TO BUY OF

LIPTON GREEN TEA

100

90

80

70

60
50
50

40

30 25
20 17

10 8

0
TV Advertisement Magazines News papers Friends &relative

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 TABLE -7

RESPONDENTS OPINION ABOUT THE PURCHASING POINT OF

LIPTON GREEN TEA

NO. OF
S. NO PARTICULARS PERCENTAGE
RESPONDENTS
1 Wholesale 10 17

2 Retailer 20 33

3 Agencies 5 8

4 Department Store 25 42

Total 60 100

Source: Primary data

Among 60 respondents:
 17% of the respondents are purchasing from wholesale.
 33% of the respondents are purchasing from retailer.
 8% of the respondents are purchasing from agencies.
 42% of the respondents are purchasing from department store.


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 CHART -7

RESPONDENTS OPINION ABOUT THE PURCHASING POINT OF

100 LIPTON

90 GREEN
80 TEA
70

60

50
42
40
33
30

20 17

10 8

0
Wholesale Retailer Agencies Department Store

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 TABLE-8

RESPONDENTS REASON FOR PREFERRING LIPTON GREEN TEA

NO. OF
S. NO. PARTICULARS PERCENTAGE
RESPONDENTS

1 Energy 30 50

2 Refreshes 25 42

3 Advertisement 5 8

TOTAL 60 100

Source: Primary Data

Among 60 Respondents
 50% of respondents prefer Lipton Green Tea for Energy.
 42% of respondents prefer Lipton Green Tea for Refreshes.
 8% of respondents prefer Lipton Green Tea for Advertisement.

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 CHART-8

RESPONDENTS REASON FOR PREFERRING LIPTON GREEN TEA

100

90

80

70

60
50
50
42
40

30

20

10 8

0
Energy Refreshes Advertisement

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 TABLE - 9

RESPONDENTS OPINION ABOUT PREFERRING THE

PACKAGING OF LIPTON GREEN TEA

NO. OF
S. NO. PARTICULARS PERCENTAGE
RESPONDENTS

1 Jar 20 33

2 Pouch 40 67

TOTAL 60 100

Sources : Primary Data

Among the 60 Respondents

 33% of Respondents are prefers Jar packing for Lipton Green Tea.
 67% of Respondents are prefers Pouch packing for Lipton Green Tea.

33
 CHART -9

RESPONDENTS OPINION ABOUT PREFERRING THE

PACKAGING OF LIPTON GREEN TEA

100

90

80

70 67

60

50

40
33
30

20

10

0
Jar Pouch

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 TABLE-10

RESPONDENTS OPINION ABOUT TO PREFER OF

LIPTON GREEN TEA

NO. OF
S. NO PARTICULARS PERCENTAGE
RESPONDENTS

1 Satisfaction 58 97

2 Dissatisfaction 2 3

Total 60 100

Source: Primary data

Among 60 respondents:
 97% of the respondents are satisfaction with the Lipton Green Tea.
 3% of the respondents are dissatisfaction with the Lipton Green Tea.

35
 CHART-10

100 97

90

80

70

60

50

40

30

20

10
3
0
Satisfaction Dissatisfaction

RESPONDENTS OPINION ABOUT TO PREFER OF

LIPTON GREEN TEA

36
 TABLE-11

RESPONDENTS ABOUT LEVEL OF QUALITY OF

LIPTON GREEN TEA

NO. OF
[Link] PARTICULARS PERCENTAGE
RESPONDENTS

1 Good 30 50

2 Very Good 20 33

3 Average 10 17

4 Below Average 0 0

Total 60 100

Source: primary data

Among 60 respondents:
 50% of the respondents says that the Lipton Green Tea quality is good.
 33% of the respondents says that the Lipton Green Tea quality is very good.
 17% of the respondents says that the Lipton Green Tea quality is average.

37
 CHART- 11

RESPONDENTS ABOUT LEVEL OF QUALITY OF

LIPTON GREEN TEA

38
 100 TABLE - 12

90

80

70

60
50
50

40
33
30

20 17

10
0
0
Good Very Good Average Below Average

RESPONDENTS ABOUT TO CONSUMING YEAR OF

LIPTON GREEN TEA
NO. OF
[Link] PARTICULARS PERCENTAGE
RESPONDENTS
1 Below 3 months 8 14

2 6 months 20 33

3 1 year 20 33

4 Above one year 12 20

Total 60 100

Source: primary data

Among 60 respondents:
 14% of the respondents are consuming below 3 months.
 33% of the respondents are consuming for 6 months.
 33% of the respondents are consuming for 1 year.
 20% of the respondents are consuming above one year.

39
 CHART - 12

RESPONDENTS ABOUT TO CONSUMING YEAR OF

LIPTON GREEN TEA

100

90

80

70

60

50

40
33 33
30
20
20
14
10

0
Below 3 months 6 months 1 year Above one year

40
 TABLE-13

RESPONDENTS ABOUT PRICE LEVEL OF LIPTON GREEN TEA

NO. OF
S. NO PARTICULARS PERCENTAGE
RESPONDENTS
1 Costly 10 17

2 Reasonable 45 75

3 Low 5 8

Total 60 100

Source: Primary data

Among 60 respondents:
 17% of the respondents says that the Lipton Green Tea price is costly.
 75% of the respondents says that the Lipton Green Tea price is reasonable.
 8% of the respondents says that the Lipton Green Tea price is low.

41
 CHART-13

RESPONDENTS ABOUT PRICE LEVEL OF LIPTON GREEN TEA

42
 100 TABLE -14

90

80 75
70

60

50

40

30

20 17

10 8

0
Costly Reasonable Low

RESPONDENTS OPINION ABOUT NOT AVAILABLE OF

LIPTON GREEN TEA
[Link] PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Yes 30 50

2 No 30 50

TOTAL 60 100

Source: primary data

Among 60 respondents:
 50% of the respondents try to purchase of another brand.
 50% of the respondents not try to purchase of another brand.

43
 CHART -14

RESPONDENTS OPINION ABOUT NOT AVAILABLE OF

100 LIPTON

90 GREEN
80 TEA
70

60
50 50
50

40

30

20

10

0
Yes No

44
 TABLE -15

RESPONDENTS PREFERENCE TO TRY ANY OTHER BRANDS

[Link] PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 TATA Tea 15 25

2 Tajmahal 20 33

3 AVT 25 42

TOTAL 60 100

Source: primary data

Among 60 respondents:
 25% of the respondents are try to purchase of TATA Tea.
 33% of the respondents are try to purchase of Tajmahal Tea.
 42% of the respondents are try to purchase of AVT Tea.

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 CHART -15

100

90

80

70

60

50
42
40
33
30 25
20

10

0
TATA Tea Tajmahal AVT

RESPONDENTS PREFERENCE TO TRY ANY OTHER BRANDS

46
 TABLE -16

RESPONDENTS ABOUT TO RECOMMENDING OF

LIPTON GREEN TEA TO OTHERS

NO. OF
[Link] PARTICULARS PERCENTAGE
RESPONDENTS

1 Yes 50 83

2 No 10 17

TOTAL 60 100

Source: primary data

Among 60 respondents:
 83% of the respondents are recommending to others.
 17% of the respondents are recommending to others.

47
 CHART - 16

RESPONDENTS ABOUT TO RECOMMENDING OF

100 LIPTON
GREEN
90
83
TEA TO
80
OTHERS
70

60

50

40

30

20 17

10

0
YES NO

48
 TABLE -17

RESPONDENTS ABOUT TO FULLY SATISFACTION WITH

LIPTON GREEN TEA

NO. OF
[Link] PARTICULARS PERCENTAGE
RESPONDENTS

1 Yes 58 97

2 No 2 3

TOTAL 60 100

Source: Primary data

Among 60 respondents:
 97% of the respondents are fully satisfaction with Lipton Green Tea.
 3% of the respondents are not satisfaction with Lipton Green Tea.

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 TABLE -17

RESPONDENTS ABOUT TO FULLY SATISFACTION WITH

100 97 LIPTON
GREEN
90
TEA
80

70

60

50

40

30

20

10
3
0
YES NO

50
 FINDINGS
 90% of Respondents are consuming tea.
 66% of the respondents are using Lipton Green Tea.
 50% of the respondents are drinking at morning time.
 58% of the respondents are consuming of Lipton Green Tea in daily twice.
 42% of the respondents are purchase in 250gm
 50% of the respondents are influenced to buy from TV advertisement.
 33% of the respondents are purchasing from retailer.
 50% of respondents prefer Lipton Green Tea for Energy.
 67% of Respondents are prefers Pouch packing for Lipton Green Tea.
 97% of the respondents are satisfaction with the Lipton Green Tea.
 50% of the respondents says that the Lipton Green Tea quality is good.
 33% of the respondents are consuming for 6 months.
 33% of the respondents are consuming for 1 year.
 75% of the respondents says that the Lipton Green Tea price is reasonable.
 50% of the respondents try to purchase of another brand.
 50% of the respondents not try to purchase of another brand.
 42% of the respondents are try to purchase of AVT Tea.
 83% of the respondents are recommending to others.
 97% of the respondents are fully satisfaction with Lipton Green Tea.

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 SUGGESTIONS

 Advertisement is an important promotional activity that can influence

on the homemakers. Nowadays Lipton Green Tea is not much
concentrating on advertisements, so much more efforts should be
made to advertise the product.

 Since Lipton Green Tea has majority of customers, the brand has
tight competition with Tajmahal Tea brand. Therefore, it is essential
for the management to take effective strategies to increase the brand
preference in future.

 The company management should have to provide better incentives

and trainings to the retailers because retailers have no influence on
the purchase behavior of customers.

 Promotional activities of Lipton Green Tea are comparatively less.

Other competitors are trying to incorporate new ideas to withstand in
the industry, so it has become a criterion to focus on promotional
activities.

 Homemakers should get awareness regarding the new technologies

and innovations provided by the Lipton Green Tea such as premium
bags, wending machines etc.

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 LIMITATIONS

 The study was limited to Cumbum town only.

 Customers are illiterate and they cannot analyse the questions put them

so, that time consumed in interview scheme.

 Attitudes and opinions are subject to change.

 The survey was conducted only among the size of 100 respondents.

 The product cannot purchase without pocket. All the product details must

not be reveals to others.

53
 CONCLUSION

From the field survey come to about the consumer’s preferences and their
needs of “Lipton Green Tea”. This survey method is the best method for
collecting information regarding the product and know inner fueling of the
consumers market survey is essential to start any Business. So each and every
graduate should have through knowledge about the market conditions. I have
gained a broad knowledge during this survey. I hope this survey will be a step
ahead to build up my career in future.

I gained a broad knowledge during this work. I hope training experience

will be a step to build up may carrier in the future.

54
 BIBLIOGRAPHY

MARKET RESEARCH - D.D. Sharma

MODERN MARKETING RESEARCH - Kulakarnipatil
MARKETING RESEARCH - G.C. Berri
RESEARCH METHODOLOGY
AND REPORT WRITING - [Link]

WEBSITES
[Link]
[Link]
[Link]
[Link]

55
 A MARKET SURVEY ON CONSUMER USAGE AND SATISFACTION REGARDING
LIPTON GREEN TEA IN CUMBUM TOWN
Name: Age:
Address: Mob.:

QUESTIONNAIRE

1) Do you take tea?

a) Yes b) No
2) Which brand of tea do you prefer?
a) Lipton b) AVT c) 3 Roses tea d) Others
3) When do you drink tea?
a) Morning b) Evening c) Afternoon d) Dinner
4) How many time do you consume tea?
a) Daily once b) daily twice
c) daily thrice d) above three
5) How much quality do you purchase in Lipton Green Tea?
a) 100gm b) 250gm c) 500gm d) Above 500gm
6) Which media influenced do you buy in Lipton Green Tea?
a) TV advertisement b) Magazines
c) Newspapers d) Friends & relative
7) Where do you purchase this particular brand of tea?
a) Whole sale b) Retailer c) Agencies d) Department store
8) Why do you purchase this product?
a) Energy b) Refreshness c) advertisement
9) Which type of packaging do you prefer during purchase?
a) Jar b) Pouch
10) What is your opinion about the product?
a) Satisfaction b) dissatisfaction

11) What is your opinion about the quality of the tea?

a) Good b) very good c) average d) below average
56
12) How many years are you consume the tea?
a) Below 3 months b) 6 months
c) One year d) above one year
13) What is your opinion about the price of the tea?
a) Costly b) reasonable c) low
14) If Lipton Green Tea is not available do you prefer any other tea?
a) Yes b) No
15) If yes, what is the next best preference will be for you?

a) Tata tea b) Tajmahal c) AVT

16) Are you recommending in Lipton Green Tea to others?
a) Yes b) No
17) Are you fully satisfaction with Lipton Green Tea?
a) Yes b) No

18). Give your valuable suggestions...

_____________________________________________________

57