“To study the positioning and“To study the positioning and brand admiring of Nescafe”.brand admiring of Nescafe”.

‘The positioning and brand admiration of the Nescafe’ is the dependent variable, in which variances are taken place due to the following independent variables:

1. Quality 2. Taste3. Price

If we talk about the quality, the low quality of coffee will develop a negative perception among the consumers that will result in a decreasing demand.

Price is another important independent variable that can affect consumers’ demand. Since the price of Nescafe is high as compared to other brands, therefore, the lower class people are not been able to consume Nescafe. It reveals that the high will be the price, the more decline in consumption and people will start preferring other brands which are less expensive.

The co-ordination of taste and quality increases the loyalty and sales of the brand. Therefore, taste can also influence the positioning and admiration level of Nescafe. Fluctuating quality and varying taste can compel consumers to give up use of it.

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DEPENDENT VARIABLE

INDEPENDENT VARIABLE

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QUALITY

TASTE

PRICE

POSITIONING

&ADMIRING

Following statement or hypothesis can be drawn from the theoretical framework of the formulated theory:

1. If the quality is increased, then more people as compare to other brands will prefer the Nescafe.

2. Taste has great influence to take attention of consumers to buy Nescafe.

3. The high price of the product will decrease the interest of the consumers.

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1. PURPOSE OF THE STUDY:

The nature of the study is exploratory since some facts are known but only some information is required to form theoretical framework by observation and questionnaire, and further the study goes beyond the exploratory to hypothesis testing.

2. STUDY SETTING:

The study is carried out in natural environment and hence it is carried out in non-contrived setting.

3. UNIT OF ANALYSIS:

Unit of analysis is individual because the data is gathered from individuals.

4. SAMPLING DESIGN:

The data were not collected from a particular field of people rather it has been gathered from the cross section of the society. A sample of 40 people was taken for the purpose of study.

5. TIME HORIZON:

In this case study the data is gathered once over a period of the day so that is why this study is cross-sectional study or one-shot study.

6. TYPE OF INVESTIGATION:

It’s a co-relational study as it is delineating the important variables associated with the problem.

7. EXTENT OF THE INTERFERENCES:

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The interference is minimal because the data is collected from individuals outside organization buyers, its not disturbing the normal activities of organization as well as consumers.

8. DATA COLLECTION:

The data is collected by questionnaire.

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Date:

PROBLEM STATEMENT

“TO STUDY THE POSITIONING AND BRAND ADMIRING OF NESCAFE”

1. AGE:

2. GENDER:

3. DO YOU PREFER COFFEE INSTEAD OF TEA?

4. YOU GIVE PREFERENCE TO COFFEE, BECAUSE IT:

5. DO YOU USE NESCAFE?

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20-35

36-50

Over 50

Male

Female

Yes

No

Makes you feel refreshed

Remains dizzies

Warms you up

Sometimes

6. IS NESCAFE AVAILABLE AT?

7. WHAT FACTORS CAN COMPEL YOU TO GIVE UP USE OF NESCAFE?

8. YOU LIKE NESCAFE DUE TO:

9. WOULD YOU LIKE USING OTHER BRANDS INSTEAD OF NESCAFE?

10. WHAT IS YOUR RANKING ABOUT THE OVERALL PRODUCT STATUS

OF NESCAFE?

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Daily

Occasionally

Only in winters

Every general store

Super stores

Selected/Big stores

It contains high ratio of Caffeine

It is harmful for blood pressure

It is very costly

Its quality

Its unique taste

Its popularity

No

If another brand is low priced

Advertised broadly

11. BEING A NESCAFE CONSUMER, YOU ARE…

12. COMMENTS:

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Good

Better

Best

Fully satisfied

Fairly satisfied

Not satisfied

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1. AGE

Frequency Percent

20-35 23 57.5

36-50 8 20.0

Over 50 9 22.5

Total 40 100.0

ANALYSIS:

The above schedule and graph reveal that 23 (57.5%) out of 40 respondents were from age group of 20-35 years. The remaining respondents were above 36 years and so on.

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2. GENDER

Frequency Percent

Male 21 52.5

Female 19 47.5

Total 40 100.0

ANALYSIS:

The above statistics show that the proportion of male and female respondents is almost equal. However, further analysis demonstrates that coffee is more popular in Females as compare to Male since the majority of female respondents prefer to consume coffee on a regular basis.

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3. DO YOU PREFER COFFEE INSTEAD OF TEA?

Frequency Percent

Yes 15 37.5

No 10 25.0

Sometimes 15 37.5

Total 40 100.0

ANALYSIS:

The table and graph reveal that 15 (37.5%) respondents prefer to use coffee instead of tea. These 15 respondents belong to the age group of 20-35 years as there is general trend of drinking coffee in our young generation. However, 10 (25%) respondents do not prefer to consume coffee.

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4. YOU GIVE PREFERENCE TO COFFEE, BECAUSE IT:

Frequency Percent

Makes you feel refreshed

20 50.0

Remove dizziness 9 22.5

Warms you up 11 27.5

Total 40 100.0

ANALYSIS:

The above statistics reveal that majority of respondents are agreed upon the fact the coffee make them feel refreshed. Besides this, few respondents prefer to use coffee since it warm them up especially in winters.

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5. DO YOU USE NESCAFE?

Frequency Percent

Daily4 10.0

Occasionally 18 45.0

Only in winters 18 45.0

Total 40 100.0

ANALYSIS:

The above table and graph show that 45% of respondents occasionally use Nescafe and another 45% drink Nescafe only in winters.

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6. IS NESCAFE AVAILABLE AT?

Frequency Percent

Every general store 23 57.5

Super stores 14 35.0

Selected/Big stores 3 7.5

Total 40 100.0

ANALYSIS:

The above information is focused on the distribution of Nescafe. Majority of respondents are of view that Nescafe is easily available on every general store.

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7. WHAT FACTORS CAN COMPEL YOU TO GIVE UP USE OF NESCAFE?

Frequency Percent

It contains high ratio of caffeine

13 32.5

It is harmful for blood pressure

22 55.0

It is very costly 5 12.5

Total 40 100.0

ANALYSIS:

According to 13 (32.5%) respondents, Nescafe contains high ratio of caffeine and for this reason they can give up use of it. Another factor which can compel majority of our respondents is that Nescafe or any other coffee is harmful for blood pressure and it must not be consumed by heart patients.

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8. YOU LIKE NESCAFE DUE TO?

Frequency Percent

Its quality14 35.0

Its unique taste 22 55.0

Its popularity 4 10.0

Total 40 100.0

ANALYSIS:

According to 35% respondents, they prefer to use Nescafe due to its superior quality. However, majority of the respondents use Nescafe due to its unique taste which ensures that every cup is a delicious part of their day.

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9. WOULD YOU LIKE USING OTHER BRANDS INSTEAD OF NESCAFE?

Frequency Percent

No 20 50.0

If another brand is low priced

12 30.0

Advertised broadly 8 20.0

Total 40 100.0

ANALYSIS:

The above statistics reveal that 50% respondents are strictly brand loyal and would not use another brand instead of Nescafe. Besides the majority vote, 30% respondents would change their brand if another brand is low priced.

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10. WHAT IS YOUR RANKING ABOUT THE OVERALL PRODUCT STATUS OF NESCAFE?

Frequency Percent

Good 6 15.0

Better 18 45.0

Best 16 40.0

Total 40 100.0

ANALYSIS:

The above schedule and graph reveal that 6 (15%) respondents ranked Nescafe as a ‘Good’ product, 18 (45%) respondents in majority ranked that Nescafe is ‘Better’ than other brands available in the market. Finally, 16 (40%) respondents ranked Nescafe as the ‘Best’ coffee brand.

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11. BEING A NESCAFE CONSUMER, YOU ARE…

Frequency Percent

Fully satisfied 27 67.5

Fairly satisfied 11 27.5

Not satisfied 2 5.0

Total 40 100.0

ANALYSIS:

The above statistics show that the majority of 67.5% respondents, being Nescafe consumers, are fully satisfied of Nescafe. Apart from the majority opinion, 27.5% consumers are fairly satisfied of it.

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“AGE v/s USAGE Cross Tabulation”“AGE v/s USAGE Cross Tabulation”

USAGE Total

Daily Occasionally Only in winters

AGE 20-35 1 11 11 23

36-50 2 4 2 8

Over 50 1 3 5 9

Total 4 18 18 40

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““ GENDER v/s PREFERENCE Cross Tabulation”GENDER v/s PREFERENCE Cross Tabulation”

PREFER Total

Yes No Sometimes

GENDER Male 11 3 7 21

Female 4 7 8 19

Total 15 10 15 40

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““ LIKING v/s CONSUMER SATISFACTION Cross Tabulation”LIKING v/s CONSUMER SATISFACTION Cross Tabulation”

CONSUMER Total

Fully satisfiedFairly

satisfiedNot

satisfied

LIKING Its quality 7 6 1 14

Its unique taste 18 3 1 22

Its popularity 2 2 4

Total 27 11 2 40

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TEST # 1

Ho: 50% or more consumers like Nescafe due to its taste and quality.HA: 50% or fewer consumers like Nescafe due to its taste and quality.

LIKINGIts quality, and taste.

CONSUMER Proportion%More 36 0.9Fewer 4 0.1

Total 40 1.0

1. HO : P 0.5

HA: P 0.5

2. Confidence Level

X = 0.05

Correspondingly:

Zx = 1.64

3. Estimated Standard Error

Sx = {p (1 – P)}/ (n – 1)

Sx = {0.5 (0.5)} / (40 – 1)

Sx = 0.08

4. X = XP

40 (0.5) = 20

5. Critical Value

P = Zx (Sx)

= 1.64 * 0.08

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= 0.63

6. Observed Value = 0.1

RESULT

Since the observed value is less than critical value so we accept the null hypothesis and conclude that 50% or more consumers like Nescafe due to its taste and quality.

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TEST # 2

Ho: 50% or more people ranked the product as good and best.HA: 50% or less people ranked the product as good and best.

RANKINGAs good and best

PEOPLE Proportion%Less 18 0.45More 22 0.55

Total 40 1.0

1. HO : P 0.5

HA : P 0.5

2. Confidence Level

X = 0.05

Correspondingly:

Zx = 1.64

3. Estimated Standard Error

Sx = {p (1 – P)}/ (n – 1)

Sx = {0.5 (0.5)} / (40 – 1)

Sx = 0.08

4. X = XP

40 (0.5) = 20

5. Critical Value

P = Zx (Sx)

= 1.64 * 0.08

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= 0.63

6. Observed Value = 0.45

RESULT

Since the observed value is less than critical value so we accept the null hypothesis and conclude that 50% or more people ranked the product as good and best.

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Nescafe is known for its high quality and consumer satisfaction. It’s a mature and highly

uses product, prefer by people on the bases of its unique taste and quality.

The experience of conducting this research was very hard and time taking for me yet

found to be very interesting and knowledgeable. The research is equally useful for both

the producers of the brand as well as consumers and a cross section of the society.

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