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.

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.

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 companys 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

Doves 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 worlds leading hair specialists to cocreate formulas tailored to treat conditions such as hair-fall, frizz, limp locks and
uncontrollable curls

A BETTER FUTURE FOR THE PLANET

Were 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 &
Jerrys ice cream, which includes Fairtrade vanilla and almonds in various flavours
Around half our raw materials come from agriculture and forestry, so were 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, Closeup, Lakme, Brooke Bond, Kissan, KnorrAnnapurna, 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 Caf. BRU-ed with love and blended
with passion to make a perfect coffee recipe, BRU is Indias 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.
BRUs 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 Indias 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 worlds 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 worlds 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 BRUs 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
Products 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

12%

200000-450000

14

28%

450000-600000

18

36%

Above 600,000

12

24%

50

100%

Total

Table 3.1: What is your annual income?

50,000-200,000; 12%
Above 600,000; 24%
200000-450000; 28%
450000-600000; 36%

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
S.NO

Frequency

Percentage

Service

14

28%

Businessman

12%

Housewives

16%

Students

22

44%

50

100%

Total

Table 3.2: What is your Occupation

Service; 28%
Students; 44%
Businessman; 12%
Housewives; 16%

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

12.00%

Total

50

100%

Table 3.3: Are you aware of BRI coffee?

NO; 12%

YES; 88%

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.

S.NO

Frequency

Percent

Nescafe

16.00%

Day

12

24.00%

BRU

14

28.00%

Starbucks

16

32.00%

Total

50

100.00%

Cafe

Coffee

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

Starbucks; 16%
BRU; 32%
Cafe Coffee Day; 24%
Nescafe ; 28%

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?

S.NO

Frequency

Percent

Yes

48

96.00%

No

4.00%

Total

50

100%

Table 3.5 Have you ever tasted BRU coffee?

No; 4%

Yes; 96%

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

S.NO

Frequency

Percent

BRU Gold

14.00%

BRU Exotica

14.00%

BRU Instant

12

24.00%

BRU Cappuccino

10

20.00%

BRU Select

12.00%

BRU Roast & Gro

16.00%

Total

50

100%

Table 3.6 which type of coffee do you prefer?

BRU Gold; 14%

BRU Roast & Ground; 16%
BRU Exotica; 14%
BRU Select ; 12%
BRU Instant; 24%
BRU Cappuccino; 20%

Fig 3.6 Which type of coffee do you prefer?

Interpretation: In the above figure its 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.

S.NO

Frequency

Percent

Taste

20

40.00%

Strongest

15

30.00%

Quantity

14.00%

Price

16.00%

Total

50

100%

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

Price; 16%
Taste ; 40%

Quantity; 14%

Strongest; 30%

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.

S.NO

Frequency

Percent

47

94.00%

Easily
Available
Not

Easily

Table 3.8 How available

BRU coffee is?

Available

6.00%

Total

50

100%

Fig 3.8 How available BRU

coffee is?

Interpretation: Its 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.

S.NO

Frequency

Percent

Excellent

18.00%

Very Good

20

40.00%

Satisfactory

16

32.00%

Poor

10.00%

Total

50

100%

Table 3.9 Does completely satisfy your requirement for beverage?

Poor; 10% Excellent ; 18%

Satisfactory ; 32%
Very Good ; 40%

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?

S.NO

Frequency

Percent

Summer

16.00%

Winter

16.00%

Monsoon

4.00%

Any season

32

64.00%

Total

50

100%

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

Summer; 16%
Winter; 16%
Any season; 64%

Monsoon ; 4%

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.

S.NO

Frequency

Percent

Once in a month

16

32.00%

Once in a year

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?

Thrice in a year; 22%

Twice in a year ; 30%

Once in a month; 32%

Once in a year ; 16%

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.

S.NO

Frequency

Percent

Excellent

12

24.00%

Very Good

24

48.00%

Satisfactory

13

26.00%

Poor

2.00%

Total

50

100%

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

Poor; 2%
Excellent ; 24%
Satisfactory ; 26%

Very Good ; 48%

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

Interpretation: Its 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

S.NO

Frequency

Percent

Excellent

4.00%

Very Good

10

20.00%

Satisfactory

21

42.00%

Poor

17

34.00%

Total

50

100%

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

Poor; 34%

Excellent ; 4%
Very Good ; 20%

Satisfactory ; 42%

Fig. 3.13: Do you like the innovation of new packaging of BRU coffee?
Interpretation: In the above its 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.

S.NO

Frequency

Percent

Yes

20

40.00%

No

30

60.00%

Total

50

100%

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

Yes; 40%
No; 60%

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
S.NO

Frequency

Percentage

Least Important

18

36%

Somewhat Important

14

28%

Neutral

12%

Important

10

20%

Most Important

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

Most Important; 4%
Important; 20%

Least Important; 36%

Neutral; 12%
Somewhat Important; 28%

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
S.NO

Frequency

Percentage

Least Important

8%

Somewhat Important

12

24%

Neutral

10

20%

Important

16

32%

Most Important

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 Important; 8%
Most Important; 16%

Somewhat Important; 24%

Important; 32%
Neutral; 20%

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
S.NO

Frequency

Percentage

Least Important

16%

Somewhat Important

12%

Neutral

8%

Important

20

40%

Most Important

12

24%

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

Most Important; 24%

Least Important; 16%

Somewhat Important; 12%
Neutral; 8%

Important; 40%

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
S.NO

Frequency

Percentage

Least Important

4%

Somewhat Important

10

20%

Neutral

12%

Important

14

28%

Most Important

18

36%

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 Important; 4%
Somewhat Important; 20%

Most Important; 36%

Neutral; 12%
Important; 28%

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
S.NO

Frequency

Percentage

Least Important

12%

Somewhat Important

15

30%

Neutral

12%

Important

14%

Most Important

16

32%

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 Important; 12%

Most Important; 32%
Somewhat Important; 30%
Important; 14%

Neutral; 12%

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
S.NO

Frequency

Percentage

Least Important

16%

Somewhat Important

12%

Neutral

8%

Important

22

44%

Most Important

10

20%

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

Most Important; 20% Least Important; 16%

Somewhat Important; 12%
Neutral; 8%
Important; 44%

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
S.NO

Frequency

Percentage

Least Important

14

28%

Somewhat Important

12%

Neutral

20

40%

Important

12%

Most Important

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

Important; 13%
Least Important; 30%

Neutral; 43%

Somewhat Important; 13%

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
Friends
S.NO

&Famil
y

Easy
availabl
e

Brand &
reputatio
n
Price

Past
experience

Packaging

Popularit
y

36%

8%

16%

4%

12%

16%

28%

24%

12%

20%

30%

12%

12%

Least
Importan
t

Somewha 28%
t

Important
Neutral

12%

20%

8%

12%

12%

8%

40%

Important 20%

32%

40%

28%

14%

44%

12%

16%

24%

36%

32%

20%

8%

Most
Importan
4%

Table 3.22: Factors Rating

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

least important
Somewhat Important

Po
pu
la
rit
y

Ex
pe
rie
nc
e

Important
Most Important

Pa
st

re
pu
ta
tio
n
Br
an
d&

ily

Neutral

fa
m
&
fri
en
ds

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 BRUs 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

2.

coffee more than the other drink.

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 BRUs 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.