Professional Documents
Culture Documents
1. Quality
2. Taste
3. 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.
2
QUALITY
POSITIONING
TASTE &
ADMIRING
DEPENDENT VARIABLE
PRICE
INDEPENDENT VARIABLE
3
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.
3. The high price of the product will decrease the interest of the consumers.
4
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:
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.
5
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:
6
Date:
PROBLEM STATEMENT
1. AGE:
20-35
36-50
Over 50
2. GENDER:
Male
Female
Yes
No
Sometimes
Remains dizzies
Warms you up
7
Daily
Occasionally
Only in winters
Super stores
Selected/Big stores
It is very costly
Its quality
Its popularity
No
8
Good
Better
Best
Fully satisfied
Fairly satisfied
Not satisfied
12. COMMENTS:
9
10
1. AGE
Frequency Percent
20-35 23 57.5
36-50 8 20.0
Over 50 9 22.5
Total 40 100.0
AGE
30
20
10
Frequency
0
20-35 36-50 Over 50
AGE
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.
11
2. GENDER
Frequency Percent
Male 21 52.5
Female 19 47.5
Total 40 100.0
GENDER
30
20
10
Frequency
0
Male Female
GENDER
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.
12
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
PREFER
16
14
12
10
4
Frequency
0
Yes No Sometimes
PREFER
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.
13
4. YOU GIVE PREFERENCE TO COFFEE, BECAUSE IT:
Frequency Percent
REASON
30
20
10
Frequency
0
Makes you feel refre Remove dizziness Warms you up
REASON
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.
14
5. DO YOU USE NESCAFE?
Frequency Percent
Daily
4 10.0
Occasionally 18 45.0
USAGE
20
10
Frequency
0
Daily Occasionally Only in w inters
USAGE
ANALYSIS:
The above table and graph show that 45% of respondents occasionally use Nescafe and
another 45% drink Nescafe only in winters.
15
6. IS NESCAFE AVAILABLE AT?
Frequency Percent
Every general store 23 57.5
Total 40 100.0
AVAILABL
30
20
10
Frequency
0
Every general store Super stores Selected/Big stores
AVAILABL
ANALYSIS:
16
7. WHAT FACTORS CAN COMPEL YOU TO GIVE UP USE OF
NESCAFE?
Frequency Percent
FACTORS
30
20
10
Frequency
0
It contains high rat It is harmful for bl It is very costly
FACTORS
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.
17
8. YOU LIKE NESCAFE DUE TO?
Frequency Percent
Its quality
14 35.0
Its unique taste 22 55.0
Its popularity 4 10.0
Total 40 100.0
LIKING
30
20
10
Frequency
0
Its quality Its unique taste Its popularity
LIKING
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.
18
9. WOULD YOU LIKE USING OTHER BRANDS INSTEAD OF
NESCAFE?
Frequency Percent
No 20 50.0
If another brand is
12 30.0
low priced
Advertised broadly 8 20.0
Total 40 100.0
BRANDS
30
20
10
Frequency
0
No If another brand is Advertised broadly
BRANDS
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.
19
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
RANKING
20
10
Frequency
0
Good Better Best
RANKING
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.
20
11. BEING A NESCAFE CONSUMER, YOU ARE…
Frequency Percent
CONSUMER
30
20
10
Frequency
0
Fully satisfied Fairly satisfied Not satisfied
CONSUMER
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.
21
22
“AGE v/s USAGE Cross Tabulation”
USAGE Total
Only in
Daily Occasionally
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
12
10
4 USAGE
Daily
2
Occasionally
Count
0 Only in w inters
20-35 36-50 Over 50
AGE
23
“GENDER v/s PREFERENCE Cross Tabulation”
PREFER Total
Yes No Sometimes
GENDER Male 11 3 7 21
Femal
4 7 8 19
e
Total 15 10 15 40
12
10
PREFER
4 Yes
No
Count
2 Sometimes
Male Female
GENDER
24
“LIKING v/s CONSUMER SATISFACTION Cross Tabulation”
CONSUMER Total
Fairly Not
Fully satisfied
satisfied satisfied
LIKING Its quality 7 6 1 14
Its popularity 2 2 4
Total 27 11 2 40
20
10
CONSUMER
Fully satisfied
Fairly satisfied
Count
0 Not satisfied
Its quality Its unique taste Its popularity
LIKING
25
26
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.
1. HO : P ≥ 0.5
HA: P ≤ 0.5
2. Confidence Level
X = 0.05
Correspondingly:
Zx = 1.64
Sx = √{p (1 – P)}/ (n – 1)
Sx = 0.08
4. X = XP
40 (0.5) = 20
5. Critical Value
P = Zx (Sx)
27
= 1.64 * 0.08
= 0.63
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.
28
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.
1. HO : P ≥ 0.5
HA : P ≤ 0.5
2. Confidence Level
X = 0.05
Correspondingly:
Zx = 1.64
Sx =√ {p (1 – P)}/ (n – 1)
Sx = 0.08
4. X = XP
40 (0.5) = 20
5. Critical Value
P = Zx (Sx)
= 1.64 * 0.08
29
= 0.63
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.
30
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.
31