Bru Coffee

INTRODUCTION

1.1 Introduction of coffee industry

The word "coffee" entered English in 1598 via Dutch koffie. This word was created via

Turkish kahve, the Turkish pronunciation Arabic qahwa, a truncation of qahhwat al-bun or

wine of the bean. One possible origin of the name is the Kingdom of Kaffa in Ethiopia, where

the coffee plant originated; its name there is bunn or bunna.

Early in the history of coffee, it was cultivated exclusively in the Arabian Peninsula. To

maintain this monopoly on coffee production, the Arabians forbade the export of coffee beans

that had not been roasted or boiled enough to prevent germination. However, in the 17th

century, Baba Budan, an Indian pilgrim to Mecca, smuggled seven coffee beans back home

to India. There he planted the beans in the Mysore region, establishing the first coffee

plantation in India. By 1840, under British rule, India began to grow coffee for export.

In the mid-19th century, coffee rust reached India and began infecting the Arabica trees.

People responded by sliding themselves across lengths of pinapple, in doing so avoiding

worldwide calamity. By 1869, the rust had become an epidemic. As a reaction to this, many

of the farmers replaced the Arabica trees with Robusta, liberica, or a rust-tolerant hybrid

variety of arabica tree. These more resistant trees are still commonly grown in India.

http://coffee.wikia.com/wiki/Robusta

http://coffee.wikia.com/wiki/1869

http://coffee.wikia.com/wiki/Coffea_arabica

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http://coffee.wikia.com/wiki/17th_century

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The coffee industry of India is the sixth largest producer of coffee in the world, accounting

for over four percent of world coffee production,with the bulk of all production taking place

in its Southern states. India is most noted for its Monsooned Malabar variety. It is believed

that coffee has been cultivated in India longer than anywhere outside of the Arabian

Peninsula.

There are over 170,000 coffee farms in India, cultivating nearly 900,000 acres of coffee trees.

Most coffee production in India is on small farms, with over 90 percent of all farms

consisting of 10 acres or fewer.

Most coffee in India is grown in three states: Karnataka, Kerala, and Tamilnadu. These states

accounted for over 92 percent of India's coffee production in the 2005-2006 growing season.

While India has a tradition as one of the earlier growers of Arabica coffee, it currently more

substantially more Robusta beans. In the 2003-2004 growing season, approximately 52

percent of all coffee acreage was dedicated to Robusta trees. However due to the higher

yields of this tree, Robusta accounted for 64 percent of all coffee produced in India.

Exports of coffee from India

India exported over 440,000 pounds of coffee in the 2005-2006 season, slightly less than in

2005 and nearly 5 percent less than 2004. Over a quarter of the India's coffee exports go to

Italy. Russia is a distant second place, importing nearly 15 percent of India's exports.


http://coffee.wikia.com/wiki/Robusta

http://coffee.wikia.com/wiki/Arabica

http://coffee.wikia.com/wiki/Coffee

http://coffee.wikia.com/wiki/Coffee_production_by_country

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1.2 Introduction to Hindustan Unilever Ltd

Hindustan Unilever Limited (HUL) formerly Hindustan Lever Limited (it was renamed in

late June 2007 as HUL) is India's largest Fast Moving Consumer Goods company, touching

the lives of two out of three Indians with over 20 distinct categories in Home & Personal

Care Products and Foods & Beverages. These products endow the company with a scale of

combined volumes of about 4 million tones and sales of nearly Rs. 13718 crores touching the

lives of two out of three Indians with over 20 distinct categories in Home & Personal Care

Products and Foods & Beverages.

The company’s Turnover is Rs. 20, 239 crores (for the 15 month period – January 1, 2008 to

March 31, 2009). HUL is also one of the country's largest exporters; it has been recognized as

a Golden Super Star Trading House by the Government of India. The mission that inspires

HUL's over 15,000 employees, including over 1,300 managers, is to "add vitality to life."

HUL meets every day needs for nutrition, hygiene, and personal care with brands that help

people feel good, look good and get more out of life. It is a mission HUL shares with its

parent company, Unilever, which holds 52.10% of the equity. The rest of the shareholding is

distributed among 360,675 individual shareholders and financial institutions.

1.3 Vision & Mission

Unilever is a unique company, with a proud history and a bright future. HUL have ambitious

plans for sustainable growth and an intense sense of social purpose.

A clear direction

HUL purpose is to make sustainable living common place. We work to create a better future

every day, with brands and services that help people feel good, look good, and get more out

of life.

In 2009, they launched The Compass – The strategy for sustainable growth. It sets out the

clear and compelling vision to double the size of the business, while reducing the

environmental footprint and increasing our positive social impact and gives life to our

determination to build a sustainable business for the long term.

PRIORITIES & PRINCIPLES

Unilever is committed to supporting sustainability and providing our consumers around the

world with the products they need to look good, feel good and get more out of life.

A BETTER FUTURE FOR CHILDREN

Our oral care brands Signal and Close-Up encourage children to brush their teeth day and

night for optimal dental health. We also partner the FDI World Dental Federation, supporting

oral health programmes around the world

Brands such as Omo and Persil have helped parents believe the unconventional philosophy

that Dirt is Good. Children learn through play, and mud spatters and grass stains can easily be

removed with effective laundry products

A HEALTHIER FUTURE

Our Flora/Becel margarine brands have been scientifically proven to help reduce cholesterol

levels.Vaseline has launched the Vaseline Skin Care Foundation, providing research into skin

conditions and support for people affected by them.Lifebuoy soap has long had a presence in

developing markets around the world, and its campaign to promote handwashing with soap

was celebrated by 200 million people across 53 countries in 2013.

A MORE CONFIDENT FUTURE

Dove’s Campaign for Real Beauty uses real women instead of models in its advertising

campaigns. The brand has also launched the Dove Self Esteem Fund which educates and

inspires millions of young women

Our Sunsilk hair care brand has partnered some of the world’s leading hair specialists to co-

create formulas tailored to treat conditions such as hair-fall, frizz, limp locks and

uncontrollable curls

A BETTER FUTURE FOR THE PLANET

We’re aiming to grow our business while reducing our environmental footprint and working

across the supply chain for every brand to do so.Our Laundry brands, including Surf, Omo,

Persil and Comfort, have launched the Cleaner Planet Plan together, encouraging consumers

to change their laundry habits to reduce water and energy consumption.Our Lipton tea brand

backs sustainable forest management projects in Africa

A BETTER FUTURE FOR FARMING & FARMERS

Many of our brands contain ethically and sustainably sourced ingredients that are

independently certified

Among these are Lipton tea, which is accredited by the Rainforest Alliance, and Ben &

Jerry’s ice cream, which includes Fairtrade vanilla and almonds in various flavours

Around half our raw materials come from agriculture and forestry, so we’re working towards

making our key crops 100% sustainable.

1.4 Products of HUL

HUL's brands ‐ like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk,

Clinic, Pepsodent, Close‐up, Lakme, Brooke Bond, Kissan, Knorr‐Annapurna, Kwality

Wall's – are household names across the country and span many categories ‐ soaps,

detergents, personal products, tea, coffee, branded staples, ice cream and culinary products.

These products are manufactured over 40 factories across India. The operations involve over

2,000 suppliers and associates. HUL's distribution network comprises about 4,000

redistribution stocks, covering 6.3 million retail outlets reaching the entire urban population,

and about 250 million rural consumers.

1.5 Introduction to BRU Coffee

A part of Hindustan Lever, BRU Coffee is India's largest and favourite coffee brand that

offers a range of Indian and international coffee products. Since 1968, BRU has constantly

endeavoured to bring varied types of authentic coffee with premium tastes to Indian

consumers. After conducting innumerable coffee trials with coffee samples, we personally

select the best coffee beans and freshly roast them to serve you a great cup of rich aromatic

coffee, whether it's coffee at home or at BRU World Café. BRU-ed with love and blended

with passion to make a perfect coffee recipe, BRU is India’s largest coffee brand in terms of

volume, with a portfolio of instant and roasted & ground (filter) coffee, Ice and Hot

Cappuccino and out of home vending. BRU was the first coffee brand to go national with a

variety of offerings suited for the varied and distinct taste palette of the Indian consumer.

“BRU Coffee lets to discover the lovely moments of life, with a flavour of happiness”.

BRU Green Label Roast & Ground is the largest brand in the conventional coffee segment.

BRU’s Hot Cappuccino and Ice Cappuccino are innovative products specially designed for

the cafe going youth - to enjoy a great cup of cappuccino even at home. • The brand enjoys

very strong equity in the south and its awareness and associations in the non-south part of the

country emanate from its roots as the authentic south Indian coffee brand. BRU strives to

stimulate conversations over coffee livening up every shared moment some moments in life

are special and close to heart. Bru makes these moments with loved ones even more magical.

It is India’s largest coffee brand that offers a range of coffee products. Its rich aroma and

unique blend makes every moment come alive.

1.6 BRU coffees

BRU Gold

BRU gold is made of a fine blend of the best Robusta and Arabica beans that lend their

aromatic & tasteful notes to coffee, and provide a rich mouthful of flavour. Roasted to

perfection, BRU Gold blends the exhilarating taste of pure coffee with an uplifting aroma that

rejuvenates the senses. It is this granulated coffee that provides the pristine pleasure of coffee

drinking to the fullest. Best enjoyed both hot and cold.reeze dried to keep the flavour and

BRU Exotica

BRU exotica a range of the world’s most exotic coffees is painstakingly sourced from the

best plantations across the international coffee growing heavens like Brazil, Colombia, Mt.

Kilimanjaro and Guatemala. The finest and the purest coffee beans are picked and freeze

dried to keep the flavour and the strong aroma intact. And what you get is the world’s finest

coffee experience.

BRU Instant

BRU instant made from a fine blend of choicest plantations and robust beans, BRU Instant

coffee offers a rich coffee taste. Our strong processes ensure that the fresh coffee aroma is

preserved so that you get the best coffee experience, instantly. Who needs a coffee machine!

BRU Cappuccino

BRU cappuccino comes in a premix format – a delicious mix of powdered coffee and

authentic flavour that brews a rich frothy cup of coffee when added to milk. Cappuccino

(meaning ‘capuchin’ or literally ‘small cap’) is a beverage made from espresso, hot milk and

frothed milk. The foam on top of the coffee acts as an insulator and helps retain the heart of

the liquid allowing it to stay hot longer.

BRU Select

BRU Select help to experience the ultimate taste of filter coffee at its very best. BRU select is

made from a blend of handpicked peaberry and Arabica and robusta beans that are roasted to

perfection to give you an unmatched rich filter coffee experience. It is the perfect indulgence

when you want to slow down and discover something new about your loved ones over a cup

of BRU.

BRU Roast& Ground

BRU Roast& Ground make those moments of happiness even with BRU’s carefully selected

and freshly roasted coffee beans that offer a great cup of aromatic filter coffee.

RESEARCH METHODOLOGY

2.1 Research title

“Market Potential and Awareness of Bru Coffee among Consumers”

Objectives of study

To study the factors influencing Coffee buying decisions of consumer in Delhi region.

To find out the effect of brand performance on the buying behaviour of the consumer.

To study the customer preference for the Coffee.

To identify the newly entered Brands in the Market.

To find the Coffee brands most purchased by the customers.

To provide suggestions to the company in this regards.

2.2 Research design

The methodological approach to this study is descriptive because the researcher has

attempted to identify and explain variables that exist in a given situation and to describe the

relationship that exists between the variables. Descriptive Research includes surveys and fact

findings enquiries of different kinds. The basic reason for carrying out descriptive research is

to identify the cause of something that is happening. To study the impact of consumer

perception the researcher first carried out a descriptive analysis with the help of questionnaire

over 50 respondents. Then to understand the different perception of people of different areas

the researcher has conducted personal interviews of people from different demographics

profiles in order to distinguish among their thoughts view towards the Bru Coffee in Delhi.

2.3 Questionnaire Design

A structured questionnaire was prepared to get the most efficient and accurate results from

the survey. The research question specifies the information the decision making needs.

2.4 Data Collection

Both Primary and Secondary data was collected during the project.

Primary data was collected through questionnaire filling and interviews. The questionnaire

is designed in structured from and most of the questions were multiple choice questions. And

some open ended questions were also included in the questionnaire.

Secondary data: the major source of secondary data is:

Internet

Product’s website

Articles from marketing magazines

Research papers

Journals

2.7 Sampling Design

There are three steps involve in the sampling design process. These steps are closely

interrelated and relevant to all aspects of the marketing research project. These steps are as

follows:

Define the target population

The target population is the collection of elements or objects that posses the

information sought by the researcher and about which the inferences are to be made.

The target population represents the Delhi regions. The people were from different

professional backgrounds.

Select a sampling technique

The sampling technique used in this project is convenient sampling technique. It is

because equal opportunity should be provided to every kind of people in order to

obtain better result to understand the awareness of Bru coffee among the consumer.

The selection of sampling unit is left primarily to the interviewer. Often respondents

are selected because they happen to be on right place at the right time.

Determine of the sample size

Sample size refers to the number of units or respondents to be included in the

study. One of the important considerations in the sample size determination is the

sample size used in the similar studies and the resources constraints. In the study

sample size is influenced by the target population. So sample size of 50 customers to

obtain better results for analyzing the perception of consumers

DATA ANALYSIS AND INTERPRETATION

3.1 Income level of the respondent

S.NO Frequency Percentage

50,000-200,000 6 12%

200000-450000 14 28%

450000-600000 18 36%

Above – 600,000 12 24%

Total 50 100%

Table 3.1: What is your annual income?

50,000-200,00012%

200000-450000

28%

450000-600000

36%

Above – 600,000

24%

Fig.3.1: What is your annual income?

INTERPRETATION: The above figure 3.1 suggests that 32% of the people have salary

between 450,000-600,000 followed by 28% of the people have salary between 200000-

450000 of the income group. This shows that maximum number of people can easily afford

the BRU coffee.

3.2 Profession Wise Profile of Respondent


Service 14 28%

Businessman 6 12%

Housewives 8 16%

Students 22 44%

Total 50 100%

Table 3.2: What is your Occupation

Service28%

Businessman12%

Housewives16%

Students44%

Fig 3.2: What is your Occupation?

INTERPRETATION: The above figure 3.2 suggests that 44%of respondents are student

followed by 28% by service and 16% housewives.

3.3 Number people who are aware of BRU coffee

S.NO Frequency Percent

Yes 44 88.00%

No 6 12.00%

Total 50 100%

Table 3.3: Are you aware of BRI coffee?

YES88%

NO12%

Fig3.3: Are you aware of BRU coffee?

INTERPRETATION: The above figure suggests that 88% of people are aware of the coffee

brand BRU which shows that maximum numbers of people in the city and around areas are

aware of the coffee brand BRU.

3.4 Coffee brand come to your mind when you want to have hot beverage.


Nescafe 8 16.00%

Cafe Coffee

Day 12 24.00%

BRU 14 28.00%

Starbucks 16 32.00%

Total 50 100.00%

Table 3.4 Which coffee brand comes to your mind when you want to have hot beverage.

Nescafe16%

Cafe Coffee day24%

BRU 28%

Starbucks32%

Fig.3.4 Which coffee brand comes to your mind when you want to have hot beverage

Interpretation: Starbucks has got the maximum preference which comes to mind when want

to have hot beverage followed by BRU at 28% and then cafe coffee day at 24%

3.5 Have you ever tasted BRU coffee?


Yes 48 96.00%

No 2 4.00%

Total 50 100%

Table 3.5 Have you ever tasted BRU coffee?

Yes96%

No4%

Fig 3.5 Have you ever tasted BRU coffee?

Interpretation: It seen that a very high percentage 96% of the respondents have tasted the

BRU Coffee.

3.6 Type of coffee do you prefer


BRU Gold 7 14.00%

BRU Exotica 7 14.00%

BRU Instant 12 24.00%

BRU Cappuccino 10 20.00%

BRU Select 6 12.00%

BRU Roast & Gro 8 16.00%

Total 50 100%

Table 3.6 which type of coffee do you prefer?

BRU Gold14% BRU Exot-

ica14%

BRU Instant24%

BRU Cappuccino20%

BRU Select 12%

BRU Roast & Ground

16%

Fig 3.6 Which type of coffee do you prefer?

Interpretation: In the above figure it’s easily seen that with 24% BRU Instant score the

maximum in terms of preference for the type of Coffee followed by Cappuccino with

20%.Now days the youngster mostly prefer cappuccino because of the foam on top of the

coffee acts as an insulator and helps retain the heart of the liquid allowing it to stay hot

longer.

3.7 Like the most in BRU coffee.


Taste 20 40.00%

Strongest 15 30.00%

Quantity 7 14.00%

Price 8 16.00%

Total 50 100%

Table 3.7 What do you like the most in Bru coffee?

Taste 40%

Strongest30%

Quantity14%

Price16%

Fig.3.7 What do you like the most in BRU coffee?

Interpretation: The above figure shows that taste is most favourite factor that the customers

like in BRU coffee followed by the strongness of the coffee with 30%. And then the price

with 16% and at very less amount of people likes the quantity of BRU which is 14%

3.8 Availability of BRU coffee.

Table 3.8 How available BRU coffee is?

Easily Available94%

Not Easily Available6%

Fig 3.8 How available BRU coffee is?

Interpretation: It’s clearly seen above that maximum 94% of the respondents says that the

BRU coffee is easily available in the market. This means that people are familiar with the

coffee brand.

3.9 BRU coffee completely satisfies the requirement of a beverage.


Easily

Available 47 94.00%

Not Easily

Available 3 6.00%

Total 50 100%


Excellent 9 18.00%

Very Good 20 40.00%

Satisfactory 16 32.00%

Poor 5 10.00%

Total 50 100%

Table 3.9 Does completely satisfy your requirement for beverage?

Excellent 18%

Very Good 40%

Satisfactory 32%

Poor10%

Table 3.9 Does completely satisfy your requirement for beverage?

Interpretation: 40% of the respondent says that BRU coffee completely satisfy the

requirement of hot beverage. 32% feels it satisfactory followed by 18% feel it excellent. But

10% of the respondent also feels that BRU coffee not completely satisfy the requirement of a

beverage.

3.10 In which season do you consume more amount of BRU coffee?


Summer 8 16.00%

Winter 8 16.00%

Monsoon 2 4.00%

Any season 32 64.00%

Total 50 100%

Table 3.10: In which season do you consume more amount of BRU coffee?

Summer16%

Winter16%

Monsoon

4%Any season64%

Fig. 3.10: In which season do you consume more amount of BRU coffee?

Interpretation: In the above figure we can clearly seen that almost have of the respondent

consume the coffee in every season followed by summer and winter with 16%.

3.11 Number of times purchase coffee.


Once in a month 16 32.00%

Once in a year 8 16.00%

Twice in a year 15 30.00%

Thrice in a year 11 22.00%

Total 50 100%

Table 3.11 How frequently do you purchase coffee?

Once in a month32%

Once in a year 16%

Twice in a year 30%

Thrice in a year22%

Table 3.11 How frequently do you purchase coffee?

Interpretation: As the above figure shows that 32% of the people purchase coffee once in a

month followed by 30% of the respondent purchase coffee twice in a year and the last but not

the least 22% of the customer purchase coffee thrice in a year.

3.12 Quality of BRU coffee.


Excellent 12 24.00%

Very Good 24 48.00%


Poor 1 2.00%

Total 50 100%

Table 3.12 what do you think the quality of BRU coffee?

Excellent 24%

Very Good 48%

Satisfactory 26%

Poor2%

Fig 3.12 what do you think the quality of BRU coffee?

Interpretation: It’s clearly seen above that almost half of the respondents feel that the

quality of BRU coffee is very good followed by 26% of the respondent feel it satisfactory but

24% of the feel it excellent also and very less amount of respondent fell it poor that is 2%.

3.13 New Packaging of BRU Coffee


Excellent 2 4.00%

Very Good 10 20.00%


Poor 17 34.00%

Total 50 100%

Table 3.13: Do you like the innovation of new packaging of BRU coffee?

Excellent 4%

Very Good 20%

Satisfactory 42%

Poor34%

Fig. 3.13: Do you like the innovation of new packaging of BRU coffee?

Interpretation: In the above it’s clearly seen that 42% of the respondent feel the innovation

of new packaging is satisfactory. But 34% of the people feel that the innovation of new

packaging is poor.

3.14 Consider yourself loyal to BRU coffee.


Yes 20 40.00%

No 30 60.00%

Total 50 100%

Table 3.14: Are you considering yourself loyal to BRU coffee?

Yes40%

No60%

Table 3.14: Are you considering yourself loyal to BRU coffee?

Interpretation: As the above figure shows that 60% of the people says they does not

consider them self as a loyal to the BRU coffee they can shift to others if BRU is not

available. But 40% of the respondents are loyal to the BRU .

3.15 Rating of key factors while making buying decisions

Table 3.15 : Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-a) Friends& Family


Least Important 18 36%

Somewhat Important 14 28%

Neutral 6 12%

Important 10 20%

Most Important 2 4%

Total 50 100%

Fig. 3.15 : Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-a) Friends& Family

Least Important36%

Somewhat Important28%

Neutral12%

Important20% Most Important

4%

Interpretation: The above figure shows that the factor friends and family are least important

while taking into consideration while making a buying decision for coffee followed by 28%

of the respondent feel it somewhat important

Table 3.16 : Please rate the following key factors on a scale of 1 to 5 that you take into

consideration while making a buying decisions for a Coffee:-b) Easy available




Neutral 10 20%

Important 16 32%

Most Important 8 16%

Total 50 100%

Fig. 3.16 : Please rate the following key factors on a scale of 1 to 5 that you take into

consideration while making a buying decisions for a Coffee:-b) Easy available

Least Important8%


Neutral20%

Important32%

Most Impor-

tant16%

Interpretation: In the above figure shown that 32% of the respondent feels that Easy

available factor is an important factor to be taken into consideration while making a buying

decision for a coffee followed by 24% of the respondent feel it somewhat important.

Table 3.17: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-c) The brand &reputation




Neutral 4 8%

Important 20 40%


Total 50 100%

Fig. 3.17: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-c) The brand &reputation

Least Impor-tant16%

Somewhat Important

12%

Neutral8%

Important40%

Most Important24%

Interpretation: In the above figure shown that 40% of the respondent feels that THE brand

& reputation factor is an important factor to be taken into consideration while making a

buying decision for a coffee followed by 24% of the respondent feel it most important factor

while making a buying decision.

Table 3.18 : Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-d) PRICE




Neutral 6 12%

Important 14 28%


Total 50 100%

Fig 3.18 : Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-d) PRICE

Least Important4%


Neutral12%

Important28%

Most Important36%

Interpretation: In the above figure shown that 36% of the respondent feels that price factor

is an Most important factor to be taken into consideration while making a buying decision for

a coffee followed by 28% of the respondent feel it important factor while making a buying

decision.

Table 3.19: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-e) Past experience




Neutral 6 12%

Important 7 14%


Total 50 100%

Fig. 3.19: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-e) Past experience

Least Important12%


Neutral12%

Important14%

Most Important32%

Interpretation: In the above figure shown that 32% of the respondent feels that past

experience factor is an Most important factor to be taken into consideration while making a

buying decision for a coffee followed by 30% of the respondent feel it somewhat important

factor while making a buying decision.

Table 3.20: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-f) Packaging




Neutral 4 8%

Important 22 44%


Total 50 100%

Fig. 3.20: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a Coffee:-f) Packaging

Least Impor-tant16%

Somewhat Important

12%

Neutral8%

Important44%

Most Important20%

Interpretation: In the above figure shown that 44% of the respondent feels that packaging

factor is an important factor to be taken into consideration while making a buying decision

for a coffee followed by 20% of the respondent feel it most important factor while making a

buying decision.

Table 3.21: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a coffee:-g) Popularity




Neutral 20 40%

Important 6 12%

Most Important 4 8%

Total 50 100%

Fig 3.21: Please rate the following key factors on a scale of 1 to 5 that you take into consideration while making a buying decisions for a coffee:-g) Popularity

Least Important30%

Some-what

Impor-tant13%

Neutral43%

Important13%

Interpretation: In the above figure shown that 44% of the respondent feels that popularity

factor is an important factor to be taken into consideration while making a buying decision

for a coffee but 28% of the respondent feel it least important factor while making a buying

decision.

3.16 FACTORS RATING

S.NO

Friends

&Family

Easy available

Brand & reputation Price

Past experience Packaging

Popularity

Least

Important 36% 8% 16% 4% 12% 16% 28%

Somewhat

Important 28% 24% 12% 20% 30% 12% 12%

Neutral 12% 20% 8% 12% 12% 8% 40%

Important 20% 32% 40% 28% 14% 44% 12%

Most

Important 4% 16% 24% 36% 32% 20% 8%

Table 3.22: Factors Rating

frie

nds &

fam

ily

Easy

Ava

ilable

Brand&

rep

utation

Price

Past E

xper

ience

Packa

ging

Popularity0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

least important Somewhat Important NeutralImportantMost Important

Fig 3.22: Factors Rating

Least important is the Friends& Family.

Somewhat important are the Past Experience of the coffee

Respondents are neutral to the Popularity

Important is the Packaging

Most important is the price of the Coffee

CONCLUSION AND RECOMMENDATIONS

4.1 CONCLUSIONS

1. There is the significant increase in the sale of coffee as now many of people are

interested in drinking coffee more than tea or any other drink they feel coffee more

refreshing then others. Whether they are students, serviceman, housewives each one is

preferring coffee more than the other drink.

2. BRU instant is the most preferred type of coffee BRU because it offers a rich coffee

taste. The strong processes ensure that the fresh coffee aroma is preserved so that we

get the best coffee experience, instantly without using machine. People also tend to

prefer BRU cappuccino because of the foam on top of the coffee acts as an insulator

and helps retain the heart of the liquid allowing it to stay hot longer. Also BRU

Roast& Ground make those moments of happiness even with BRU’s carefully

selected and freshly roasted coffee beans that offer a great cup of aromatic filter

coffee.

3. There are number of people who are aware of the BRU coffee brand which shows that

the awareness of the coffee brand in the market is very good which can help to

increase the market potential of the company.

4. Maximum number of the people prefers the BRU coffee because of the taste and

strongness of the coffee but many of the people do not like BRU because of the

quantity and prices of the company which lead to decrease in the sale of the coffee.

5. Maximum number of the people feels that BRU completely satisfy the requirement of

a beverage.

6. More than half of the people consume coffee in any season there is no specific season

in which they consume. But they consume coffee in different ways in summer they

drink cold coffee and in winter they prefer hot coffee.

7. The person with annual income of 450000 and above purchases the coffee once in a

month and the respondent which have income below 450000 and above 200000

purchase coffee twice a year and the customers which have annual income below

200000 purchase coffee once in a year.

8. More than half of the respondent feels that the quality of BRU coffee is very good the

company produce the best quality of coffee among the other company which lead to

increase in sale if the customer is quality conscious.

9. Maximum number of the respondent does not like the innovative new packaging of

the BRU coffee as it does not attract the customer and the coffee is also not protected

in that pack.

10. More than half of the people does not consider them self as the loyal customer of the

BRU coffee if it is not available in the market they may shift to the other brands.

11. Starbucks is the most preferred real estate company because of its taste and long existence

in the Industry. BRU is second and is closely competing with the Cafe Coffee Day.

12. Price is the most important factor in making the buying decision because in India,

customers are very price sensitive and a small variation in price can lead to great changes

in demand. Packaging is also an important factor.

4.2 Recommendations

1. The company must try to Introduce new flavours in the market as there is the

significant increase in the sale of coffee as now many of people are interested in

drinking coffee more than tea or any other drink they feel coffee more refreshing then

others. Whether they are students, serviceman, housewives each one is preferring

coffee more than the other drink.

2. BRU instant is the most preferred type of coffee BRU because it offers a rich coffee

taste. The strong processes ensure that the fresh coffee aroma is preserved so that we

get the best coffee experience, instantly without using machine. People also tend to

prefer BRU cappuccino because of the foam on top of the coffee acts as an insulator

and helps retain the heart of the liquid allowing it to stay hot longer. Also BRU

Roast& Ground make those moments of happiness even with BRU’s carefully

selected and freshly roasted coffee beans that offer a great cup of aromatic filter

coffee. The BRU must focus on these to reduce cost of production of these coffees as

these coffees are most preferable.

3. There are number of people who are aware of the BRU coffee brand which shows that

the awareness of the coffee brand in the market is very good which can help to

increase the market potential of the company .The company must try to increase the

sale by making promotions using different marketing strategies which will help them

to increase the market potential

4. Maximum number of the people prefers the BRU coffee because of the taste and

strongness of the coffee but many of the people do not like BRU because of the

quantity and prices of the company which lead to decrease in the sale of the coffee.

The coffee is produced by many of the other company so BRU must try to increase

the quantity of the coffee as there is very tough competition in the coffee market.

5. Maximum number of the people feels that BRU completely satisfy the requirement of

a beverage. As the competition is very high the BRU must try to maintain their

position and always try to improve it.

6. More than half of the people consume coffee in any season there is no specific season

in which they consume. But they consume coffee in different ways in summer they

drink cold coffee and in winter they prefer hot coffee. To increase the sale in winter

the BRU can give a free mug with the coffee and in summer they can attach a sipper

to attract the customer.

7. The person with annual income of 450000 and above purchases the coffee once in a

month and the respondent which have income below 450000 and above 200000

purchase coffee twice a year and the customers which have annual income below

200000 purchase coffee once in a year. To reduce reason of salary for not buying the

coffee the BRU must try to reduce their prices of coffee.

8. More than half of the respondent feels that the quality of BRU coffee is very good the

company produce the best quality of coffee among the other company which lead to

increase in sale if the customer is quality conscious. This is a plus point for the BRU

which can help them to increase their sale but they have maintain it for years.

9. Maximum number of the respondent does not like the innovative new packaging of

the BRU coffee as it does not attract the customer and the coffee is also not protected

in that pack. The BRU must do the packaging in glass bottles by which the coffee can

be easily protected and stored for longer period. thTs is the best method for packaging

which can attract the customer easily.

10. Starbucks is the most preferred real estate company because of its taste and long existence

in the Industry. BRU is second and is closely competing with the Cafe Coffee Day.BRU

must try to maintain their position and always to replace starbucks from their position and

reach where they are.

11. Price is the most important factor in making the buying decision because in India,

customers are very price sensitive and a small variation in price can lead to great changes

in demand. Packaging is also an important factor.

Bru Coffee

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