PROJECT REPORTON

CUSTOMER PREFERENCE WITH RESPEPCT TO

(NESCAFE AND BRU COFFEE)

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CERTIFICATE

This is to certify that GROUP NO-8, Div- B, MBA SEM 1 of Management and have submitted their Project Report On CUSTOMER PREFERENCE WITH RESPEPCT TO (NESCAFE AND BRU COFFEE) for the subject of “Managerial Communication” in the year 2012-2013 in partial fulfillment requirements for the award of the title of Master of Business Administration.

Date: /12/2012

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ACKNOWLEDEMENT

It is indeed a great pleasure and privilege for us to present “CUSTOMER PREFERENCE WITH RESPEPCT TO (neSCAFE AND BRU COFFEE).

We would also like to thanks to the potential customers of Nescafe and Bru coffee who helped us giving needed information and their full co-operation towards us to give time to us from his busy schedule for filling our questionnaire.

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PREFACE

“Learning categories you and practicing on that learning specializes you”

Practical aspect gives more knowledge and experience than the theory and no learning can be completed without practical aspects.

Projects are one of the most important parts of our curriculum for management students, its basic idea is to strengthen the students concept and make them equipped with recent development.

In days when it was business as usual companies could succeed by there new products with concept and supported by hard selling and good advertisement and consider that customer exhibit varying diverse requirement for product/Services combinations and price consider that they have high and rising expectations of quality and services. In the face of their vast choices. Customers will gravitate to the offering that best meet their individual needs and expectation value and all this will come out as the positioning of the brand in the market.

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TABLE OF CONTENT

SR NO. NAME PAGE NO.

1 History of the Company 6

1) Nescafe 6

2) Bru 9

2 Scope and Objectives of the study 12

3 Research Methodology 13

4 Sources of Data collection 14

5 Research Design 156 Data analysis 16

7 Research Findings 26

8 Limitations Of Report 27

9 Conclusion 28

10 Bibliography 29

11 Questionnaire 30

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HISTORY OF COMPANY

NASCAFE

The beginnings of Nescafe can be traced all the way back to 1930, when the Brazilian government, first approached Nestlé. The agency, Brazilian Coffee Institute seeks Nestle to preserve the huge coffee surpluses, by develop coffee that was soluble in hot water.

Coffee guru, Max Mergenthaler, and his team set out immediately to find a way of producing a quality cup of coffee that could be made simply by adding water, yet would retain the coffee’s natural flavor.

After seven long years of research in Nestle Swiss laboratories, they found the answer. The new product was named Nescafe – a combination of Nestlé and café. Nestle introduced Nescafe, the first commercially successful soluble coffee, in Switzerland, on April 1st, 1938. The company applied the technology at its Hayes factory, west London.

Instant coffee processing was not a new idea; it was invented by a Japanese chemist in 1901 and had been marketed and sold by other companies without success. Nestle revolutionized the way instant coffee was made. Nestle developed a new process for dehydrating the concentrated coffee which

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vastly improved the quality. In entailed spraying a fine mist of the solution into a heated tower where the droplets turned to powder almost instantly.

For the first half of the next decade, however, World War II hindered its success in Europe.

Nescafe was soon exported to France, Great Britain and the USA. Its popularity grew rapidly through the rest of the decade. It was so popular that the entire production of its US plant was reserved for military use.

By the 1950s, coffee had become the beverage of choice for teenagers, who were flocking to coffeehouses to hear the new rock ’n’ roll music.

Over the years the company has kept the emphasis on innovation, introducing pure soluble coffee (1952) solely using roast coffee beans, freeze dried soluble coffee (1965) and coffee granules (1967). In 1994 Nestle invented the full aroma process, which improved the quality of instant coffee. Such innovations have made sure that Nescafe has remained the world’s leading coffee. It is also the third most valuable brand in the entire drinks sector.

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MISSION STATEMENT:

To bring Nescafe to people around the globe, providing a Nescafe to satisfy every aspect of needs.

Nescafe provides good test, aromatic smells of coffee to people, providing “1 Nescafe with 1 unique moment” so that everyone can enjoy. Wherever you are, you will be able to find Nescafe around, whether in shopping complexes, supermarkets/hypermarkets or even grocery stalls.

GOALS/ ACHIEVEMENTS:

Giving people the unique moments (comfort, relaxations) through Nescafe. Stress, pressures, working overtime has led the people to have at least a cup of Nescafe coffee to relax them, having chit-chat with friends/colleagues as well, to prevent from emotional influences.

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BRU

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.

Ever since its inception, Bru has been on a constant Endeavour to bring better products and formats to the consumer with every passing year. With the launch of Cappuccino in 2007, Bru pioneered the launch of instant coffee premixes in India for the youth. Then in 2010, a premium filter coffee with a blend of 85% coffee and 15% chicory was introduced under the brand name BRU Select.

In 2011, BRU Lite, a light-tasting coffee with classic Mocha flavor, was launched for people who avoid coffee because of its bitter taste. In the same year BRU Exotica was launched which is premium freeze dried coffee sourced from some of the world’s best coffee-producing regions like Colombia, Brazil and Kilimanjaro. With BRU Exotica, Bru brought in ‘the world’s finest coffee experience’ for the discerning Indian consumer. Later, in the same year, BRU Gold - a 100% pure granulated coffee with an uplifting aroma and superior taste - was launched.

Bru’s specially selected and freshly roasted coffee beans offer a great cup of aromatic coffee to the consumers, which makes their moments of genuine warmth and happiness even more special.Bru also has opened cafes in Mumbai under the name BRU World Cafe with world coffee experiences to be enjoyed out of home.

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KEY FACTS  

Number 1 Coffee brand in India Unilever's only Coffee brand Enjoys a rich heritage, came into existence in 1962 under the brand name

Deluxe Green Label Consistently offering better and newer products to the consumer through

improved packaging solutions and innovative product formats Enjoys a strong presence at various out of home locations

MISSION

To earn the loyalty of customers and grew the business by developing and marketing coffee products that are leaders in quality and customer enthusiasm.

VISION

We envision Bru to become the coffee supplier of excellence to its customers throughout the region, by consistently delivering exciting products, sensation and experiences to an increasing number of admirers

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SCOPE AND OBJECTIVE OF THE STUDY

SCOPE:

Generally scope can be considered among two parts:

1) Regional Scope2) Functional Scope

Here our regional scope is limited up to Gandhinagar (Sector 23)

OBJECTIVES:

There are mainly two types of objectives:

1) Primary Objective :- To analyze the customers preference with respect to (Nescafe and

Bru coffee)2) Secondary Objectives :-

To know customers suggestions and recommendation about (Nescafe and Bru coffee)

To Study the Consumer Perception about the taste and availability of product.

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RESEARCH METHODOLOGY

INTRODUCTION OF RESEARCH:

Research is done to gain some knowledge so it may aid in understanding the information gathered on specific topic. It is a scientific and systematic way of understanding information on specific and particular subjects. It is a scientific investigation to understand the cause and effect as well as the reasons through investigation. It is an academic activity.

Research is a process in which the researcher wishes to find out the result for a given problem and thus the solution helps in future course of action.

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SOURCES OF DATA COLLECTION

PRIMARY DATA SOURCE :

The primary data means the data gathering for first time for the problem solution directly from the sample or population as per the requirement.

Interviews Questionnaires Observation

SECONDARY DATA SOURCE:

The secondary data consists of information that has been already exists somewhere and has been collected for some specific purpose.

Books Website Journal Annual Report

For this research, we used Primary data (Questionnaires) as well as secondary data (Books, Website)

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RESEARCH DESIGN

RESEARCH INSTRUMENT:

Questionnaire- Face –to –face Close ended Open ended

SAMPLE SIZE:

Sample Size is taken 50 out of which 8 questionnaires had been rejected due to different choice of respondent as per our research.

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DATA ANALYSIS

Q1. What do you prefer?

Particular Respondents

Coffee 18

Tea 8

Both 24

TOTAL 50

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Coffee Tea Both0

5

10

15

20

25

30

Q2. How many times in a day would you prefer it?

Particular Respondents

One time20

2 times16

More than 2 times6

TOTAL 42

One time 2 times More than 2 times0

5

10

15

20

25

INTERPRETATION = Major of the sample size use to have coffee one time in a day.

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Q3.How many members of your family prefer to have coffee?

Particular Respondents

1 10

2 3

3 20

All 9

TOTAL 42

1 2 3 ALL0

2

4

6

8

10

12

14

16

18

20

INTERPRETATION = From the example size we find that 50% of the family members using coffee.

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Q4. Which coffee brand do you prefer?

Particular Respondents

Nescafe 35

Bru 5

Other 2

TOTAL 42

Nescafe Bru other0

5

10

15

20

25

30

35

INTERPRETATION = Majority of choice about coffee is given to Nescafe.

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Q5. From where did u see our product?

Advertisement Own experience Reference0

5

10

15

20

25

INTERPRETATION = Majority of people are choice Nescafe from their own experience.

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Particular Respondents

Advertisement 12

Own experience 22

Reference 18

TOTAL 42

Q6.Are you satisfied with your product and advertisement?

Particular Respondents

Yes 35

No 7

TOTAL 42

Yes No0

5

10

15

20

25

30

35

40

INTERPRETATION = 75% people of our survey are satisfied with the product and its advertisement.

Q7.Where you influenced by the brand ambassador of our product and started drinking it?

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Particular Respondents

Yes 30

No 12

TOTAL 42

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Yes No0

5

10

15

20

25

30

Q8. How frequently do you buy it?

Every week15 days1 month

INTERPRETATION = The area which we have survey we found that 20 out of 50 are buying coffee in 15 days.

Q9.Where do you prefer drinking it?

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Particular Respondents

Every week 17

15 days 20

1 month 5

TOTAL 42

Particular Respondents

At home 20

In café 10

Roadside 12

TOTAL 42

INTERPRETATION = Most of the people are prefer to drink coffee at home.

Q10. Which one does u prefer?

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At home In café Roadside0

5

10

15

20

25

Particular Respondents

Caffeinated 6

De- Caffeinated

36

TOTAL 42

INTERPRETATION = Most of to people love to drink de-caffeinated coffee.

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Caffeinated De-caffeinated0

5

10

15

20

25

30

35

40

NESCAFEE BRU HS S DS NEU HS S DS NEUprice 5 20 17 8 2 2 1 1taste 5 10 7 3 1 2 1 1quality 10 13 10 6 3 2 3 2quantity 15 1 8 7 3 3 1 1healthiness 10 1 10 9 1 1 2 2

Q11. Why do u prefer specific brand, rank it on the following basis:

INTERPRETATION = The reason to chose Nescafe is on following basis

Price – customers are satisfied with the price of productTaste – Customers like much better test of Nescafe then Bru any other brand.Qualities – Customers are satisfied with the quality of Nescafe and they are neutral at quality.Healthiness – Preference to healthiness is satisfying to the customer.

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HS S DS NEU HS S DS NEUNESCAFEE BRU

0

5

10

15

20

25

pricetastequalityquantityhealthness

RESEARCH FINDINGS

On the basis of that research we find that in case of coffee people are much influenced by taste rather than Advertisements and other things.

If the Buying decision of consumer is rated -

1st preference will go to Taste, 2nd will go to Availability,3rd preference will go to schemes, 4th preference will go to likeness, and 5th preferences will go to Advertisement.

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LIMITATIONS OF REPORT

We put our whole heart on this project. But still are certain limitations while doing the research work. Some of the limitations are as follows.

As we did our project in limited area of our residents, so it becomes difficult to conduct survey.

We take only 50 respondents it is too small for find out the consumer perception.

There might have been tendencies among the respondents to amplifying or filter their responses under the testing.

In some cases, the respondent was not giving us the proper reply. He/she might think that this is only wastage of time or this might create some problem etc. And as a result he/she has given some fake answers and fills the questionnaire very casually.

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CONCLUSION

Coffee is a major export commodity in developing country like India liberalization of coffee market has given rise to competition and to survive in this competitive market newer and newer strategies are need to be formed to take the advantage of opportunities arising in this market. In Indian market there is a huge sector who using the Nescafe compare to Bru and other. On the basis of price, taste, quality, quantity, healthiness.

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BIBLIOGRAPHY

INTERNET :

www.nescafe.com www.brucoffee.com

www.google.com www.wikipidia.com

BOOKS:MagazinesResearch Methodology by C.R Kothari

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QUESTIONNAIRE

Respected Sir/MadamWe are MBA student of SKPIMCS. As of the course of our curriculum, we are doing the market research. Therefore, I need your valuable view for the question given below. I will be highly grateful to you.

Q1. What do you prefer?o Coffee o Teao Both

Q2. How many times in a day would you prefer it?o One timeo 2 timeso More than 2 times

Q3.How many members of your family prefer to have coffee?o 1o 2o 3o All

Q4. Which coffee brand do you prefer?o Nescafeo Bruo Others

Q5. From where did u see our product?o Advertisemento Own experienceo Reference

Q6.Are you satisfied with your product and advertisement?o Yes

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o No

Q7.Where you influenced by the brand ambassador of our product and started drinking it?

o Yeso No

Q8. How frequently do you buy it?o Every weeko 15 dayso 1 month

Q9.Where do you prefer drinking it?o At homeo In caféo Roadside

Q10. Which one does u prefer?o Caffeinatedo De-caffeinated

Q11. Why do u prefer specific brand, rank it on the following basis: Nescafe Bru Others

HS

S D.S Neutral

H.S. S D.S Neutral

H.S. S D.S Neutral

Price

TasteQuality

QuantityHealthiness

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