MINOR PROJECT REPORT

On

Name of the Topic

A Comparative Study on The Consumer Preference between
Nescafe
and Bru Coffee Brands

Submitted in partial fulfilment of the requirements

for the award of the degree of

Bachelor of Business Administration (BBA)

Semester-II (Paper Code-BBA 114)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by
Name of Guide: Name of Student: Tushti Malhotra
Dr. Puja Chopra Roll no: 75450601723
Batch: 2023-26

NEW DELHI INSTITUTE OF MANAGEMENT New Delhi – 110062

2020-23

1
 Certificate

I, Ms. Tushti Malhotra, Roll No. 75450601723 certify that the

Minor Project Report (Paper Code BBA 114) entitled

“A Comparative Study on The Consumer Preference between Nescafe

and Bru Coffee Brands” is completed by me by collecting the material from the

referenced sources. The matter embodied in this has not been submitted earlier for

the award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Minor Project Report (Paper Code BBA-114) entitled “A

Comparative Study on The Consumer Preference between Nescafe and Bru Coffee

Brands” done by Ms. Tushti Malhotra, Roll No. 75450601723 is completed under

my guidance.

Signature of the Guide

Name of the Guide: Dr. Puja Chopra
Designation: Professor
Date:

Countersigned

Director/Project Coordinator

2
 ACKNOWLEDGEMENT
for imparting us very valuable professional training in BBA.

I pay my gratitude and sincere regards to Dr. Puja Chopra my project Guide for giving me the
cream of his knowledge. I am thankful to him/her as he/she has been a constant source of
advice,
motivation and inspiration. I am also thankful to him/her for giving his suggestions and
encouragement throughout the project work.

I take the opportunity to express my gratitude and thanks to our computer Lab staff and
library
staff for providing me opportunity to utilize their resources for the completion of the project.
I am also thankful to my family and friends for co
I offer my sincere thanks and humble regards to New Delhi Institute of Management,
GGSIP University, New Delhi instantly motivating me to complete the project and
providing
me an environment, which enhanced my knowledge.

Date:
Name: Tushti Malhotra
Enrolment No.: 75450601723
Course: BBA

(Signature of the Student)

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 INDEX
S.no. Contents Page no.
1 CERTIFICATE 2
2 ACKNOWLEDGEMENT 3
CHAPTER -1
(INTRODUCTION)

3 OVERVIEW OF THE INDUSTRY 6-8

4 Company Profile (Nescafe) 9-16
5 Company Profile (Bru) 17-23
CHAPTER -2 (REVIEW OF
LITERATURE)

8 LITERATURE REVIEW 24-27

CHAPTER -3 (RESEARCH
METHODOLOGY)

9 RESEARCH METHODOLOGY 28-30

10 SCOPE OF THE STUDY 30
11 OBJECTIVES OF THE STUDY 30
CHAPTER -4
(DATA ANALYSIS AND INTREPRETATION)
12 DATA ANALYSIS AND INTREPRETATION 31-46
CHAPTER - 5
(FINDING, LIMITATION, SUGGESTIONS & CONCLUSION)
13 FINDINGS OF THE STUDY 48
14 LIMITATIONS OF THE STUDY 49
15 SUGGESTIONS 49
16 CONCLUSION 49
CHAPTER - 6
(BIBLIOGRAPHY)

17 BIBLIOGRAPHY 51
18 Questioner Used 52-54

LIST OF TABLES

4
Table No Title Page No
1 Responses for Age of participants 31
2 Responses for Male and Female participants 32
3 Responses for which state the respondent is from 32
4 Responses for the education level of the respondent 33
5 Responses for income group 33
6 Responses for work profile 34

7 Table for people of age group 18-20 in Delhi who are 35

graduates and prefer coffee
8 Table for people of age group 18-20 in Delhi who are high 35
school graduates and prefer coffee
9 Table for people of age group 21-30 in Delhi who are post- 35
graduates and prefer coffee
10 Table for people of age group 31-40 in Delhi who are post- 36
graduates and prefer coffee
11 Table for people of age group 31-40 in Delhi who are high 36
school graduates and prefer coffee
12 Table for people of age group 41-50 in Delhi who are 36
graduates and prefer coffee
13 Table for people of age group 41-50 in Delhi who are post- 37
graduates and prefer coffee
14 Table for people of age group Below in Delhi who are high 37
school graduates and prefer coffee
15 Table for people of age group 18-20 outside Delhi who are 38
high schooler and prefer coffee
16 Table for people of age group 18-20 Outside Delhi who are 38
graduates and prefer coffee
17 Table for people of age group 21-30 Outside Delhi who are 38
graduates and prefer coffee
18 Table for people of age group 41-50 outside Delhi who are 39
post graduates and prefer coffee
19 Table for people general consumption of coffee in a day 40

20 Table for people got to know able coffee 41

21 Table for peoples preferred coffee brand 41

LIST OF FIGURES

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Figure No Title Page No
1 Sales of Nescafé 15
2 Sales of Bru 17

LIST OF GRAPHS

Graph No Title Page No

1 Age Group of respondents of the form 31
2 Gender of respondents 32
3 State of respondents 32
4 Education level of respondents 33
5 Income Group of respondents 33
6 Work Profile of respondents 34
7 Drink Preference 40
8 Coffee consumption 40
9 Knowledge of Coffee 41
10 Preferred coffee brand 41
11 Graph on the factors for choosing bru 42
12 Graph on where do they buy coffee powder (Bru) 42
13 Graph on bru brand Influence 43
14 Graph on where they will again be like to be a part of the 43
study
15 Graph on the factors for choosing Nescafe 44
16 Graph on where do they buy coffee powder (Nescafe) 44
17 Graph on Nescafe brand Influence 44
18 Graph on whether they have tried other coffee brands 45
19 Graph on where they will again be like to be a part of the 45
study

LIST OF SYMBOLS

S No Symbol Nomenclature & Meaning

1 i.e. That is

6
 Chapter 1
Introduction

OVERVIEW OF THE INDUSTRY

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Coffee is one of the favorite and temping beverages for many of us. Its rich aroma will
always attract the people. India is now considered as the home of coffee, where we can
see 16 varieties of coffee is grown in 13 distinct widespread regions.
Coffee is a brewed drink prepared from roasted coffee beans, which are the seeds of
berries from the Coffea plant. The genus Coffea is native to tropical Africa, and
Madagascar, the Comoros, Mauritius and Réunion in the Indian Ocean. The plant was
exported from Africa to countries around the world and coffee plants are now cultivated
in over 70 countries, primarily in the equatorial regions of the Americas, Southeast Asia,
India, and Africa. The two most commonly grown are the highly regarded arabica, and the
less sophisticated but stronger and more hardy robusta. Once ripe, coffee berries are
picked, processed, and dried. Dried coffee seeds (referred to as beans) are roasted to
varying degrees, depending on the desired flavour. Roasted beans are ground and brewed
with near boiling water to produce coffee as a beverage.
Coffee is slightly acidic and can have a stimulating effect on humans because of its
caffeine content. Coffee is one of the most popular drinks in the world. It can be prepared
and presented in a variety of ways (e.g., espresso, French press, cafe latte, etc.). It is
usually served hot, although iced coffee is also served. Clinical studies indicate that
moderate coffee consumption is benign or mildly beneficial in healthy adults, with
continuing research on whether long-term consumption inhibits cognitive decline during
aging or lowers the risk of some forms of cancer.
The earliest credible evidence of coffee-drinking appears in the middle of the 15th
century in the Sufi shrines of Yemen. It was here in Arabia that coffee seeds were first
roasted and brewed in a similar way to how it is now prepared. Coffee seeds were first
exported from East Africa to Yemen, as the coffeaarabica plant is thought to have been
indigenous to the former. Yemeni traders took coffee back to their homeland and began
to cultivate the seed. By the 16th century, it had reached Persia, Turkey, and North
Africa. From there, it spread to Europe and the rest of the world.
Coffee is a major export commodity: it is the top agricultural export for numerous
countries and is among the world's largest legal agricultural exports. It is one of the most
valuable commodities exported by developing countries. Green (unroasted) coffee is one
of the most traded agricultural commodities in the world. Some controversy is associated
with coffee cultivation and the way developed countries trade with developing nations
and the impact of its cultivation on the environment, in regards to clearing of land for
coffee-growing and water use. Consequently, the markets for fair trade coffee and organic
coffee are expanding.

8
COFFEE PRODUCTION IN INDIA

Coffee production in India is dominated in the hill tracts of South Indian states, with the state
of Karnataka accounting 71% followed by Kerala 21% and Tamil Nadu 5% of production of
8,200 tonnes. Indian coffee is said to be the finest coffee grown in the shade rather than direct
sunlight anywhere in the world. There are approximately 250,000 coffee growers in India;
98% of them are small growers. As of 2009, the production of coffee in India was only 4.5%
of the total production in the world. Almost 80% of the country's coffee production is
exported. Of that which is exported, 70% is bound for Germany, Russian federation, Spain,
Belgium, Slovenia, United States, Japan, Greece, Netherlands and France, and Italy accounts
for 29% of the exports. Most of the export is shipped through the Suez Canal.

Coffee is grown in three regions of India with Karnataka, Kerala and Tamil Nadu forming the
traditional coffee growing region of India, followed by the new areas developed in the non-
traditional areas of Andhra Pradesh and Orissa in the eastern coast of the country and with a
third region comprising the states of Assam,
Manipur, Meghalaya, Mizoram, Tripura, Nagaland and Arunachal

Pradesh of Northeastern India, popularly known as “Seven Sister States of India". Indian
coffee, grown mostly in southern India under monsoon rainfall conditions, is also termed as
“Indian monsooned coffee". Its flavour is defined as: "The best Indian coffee reaches the
flavour characteristics of Pacific coffees, but at its worst it is simply bland and uninspiring”.
The two well known species of coffee grown are the Arabica and Robusta. The first variety
that was introduced in the Baba BudanGiri hill ranges of Karnataka in the 17th century was
marketed over the years under the brand names of Kent and S.795.

9
COMPANY PROFILE

Nescafe

Nescafe is most famous and also one of the oldest coffee brand in India. It has a strong
hold over the Indian market. This brand is renowned for its rich taste and aroma. It was
introduced in 1938 in Switzerland. This brand belongs to Nestle India Limited. This
coffee brand has lot of manufacturing units and coffee machines set up at across the
country. It marketing around 700 million cups of coffee every day.

Nescafe a brand introduced by the Nestlé Company, can be traced back to the
1930s. In the United States, the Nescafé name was used on its products until the
1960s. Later, Nestlé introduced a new brand in the US called “Taster’s Choice”, which
supplanted Nescafé for many years. Nescafé is a brand of instant coffee made by Nestlé.
It comes in many different product forms. The name is a portmanteau of the words
“Nestlé” and “café.
NESTLÉ India is a subsidiary of NESTLÉ S.A. of Switzerland. With eight factories and a
large number of co-packers, Nestlé India is a vibrant Company that provides consumers in
India with products of global standards and is committed to long-term sustainable growth
and shareholder satisfaction.

The Company insists on honesty, integrity and fairness in all aspects of its business and
expects the same in its relationships. This has earned it the trust and respect of every
strata of society that it comes in contact with and is acknowledged amongst India's 'Most
Respected Companies' and amongst the 'Top Wealth Creators of India'.

Nestlé S.A. (French pronunciation: [nɛsle]; English /ˈnɛsleɪ/, /ˈnɛsəl/, /ˈnɛsli/) is a

Swiss transnational food and drink company headquartered in Vevey, Vaud, Switzerland.
It has been the largest food company in the world, measured by revenues and other

10
metrics, for 2014, 2015, and 2016. It ranked No. 72 on the Fortune Global 500 in 2014
and No. 33 on the 2016 edition of the Forbes Global 2000 list of largest public companies.
Nestlé's products include baby food, medical food, bottled water, breakfast cereals, coffee
and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks.
Twenty-nine of Nestlé's brands have annual sales of over CHF1 billion (about US$1.1
billion), including Nespresso, Nescafé, Kit
Kat, Smarties, Nesquik, Stouffer's, Vittel, and Maggi. Nestlé has 447 factories, operates in
194 countries, and employs around 339,000 people. It is one of the main shareholders of
L'Oreal, the world's largest cosmetics company.
Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk Company,
established in 1866 by brothers George and Charles Page, and FarineLactée Henri
Nestlé, founded in 1866 by Henri Nestlé (born Heinrich Nestle). The company grew
significantly during the First World War and again following the Second World War,
expanding its offerings beyond its early condensed milk and infant formula products.
The company has made a number of corporate acquisitions, including Crosse &
Blackwell in 1950, Findus in 1963, Libby's in 1971, Rowntree Mackintosh in 1988,
and Gerber in 2007.
Nestlé has a primary listing on the SIX Swiss Exchange and is a constituent of the
Swiss Market Index. It has a secondary listing on Euronext. In 2011, Nestlé was listed
No. 1 in the Fortune Global 500 as the world's most profitable corporation. With a
market capitalisation of US$239.6 billion, Nestlé ranked No. 11 in the FT Global 500
2014.

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.

11
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 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.

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.

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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.

HISTORY

Nestlé's origins date back to 1866 when two separate Swiss enterprises were founded that
would later form the core of Nestlé. In the succeeding decades, the two competing
enterprises aggressively expanded their businesses throughout Europe and the United
States.
In August 1867, Charles (US consul in Switzerland) and George Page, two brothers
from Lee County, Illinois, USA, established the Anglo-Swiss Condensed Milk
Company in Cham, Switzerland. Their first British operation was opened at
Chippenham, Wiltshire, in 1873.
In September 1866, in Vevey, Henri Nestlé developed milk-based baby food and soon
began marketing it. The following year saw Daniel Peter begin seven years of work
perfecting his invention, the milk chocolate manufacturing process. Nestlé was the crucial
co-operation that Peter needed to solve the problem of removing all the water from the
milk added to his chocolate and thus preventing the product from developing mildew.
Henri Nestlé retired in 1875 but the company, under new ownership, retained his name as
SociétéFarineLactée Henri Nestlé.
In 1877, Anglo-Swiss added milk-based baby foods to their products; in the following
year, the Nestlé Company added condensed milk to their portfolio, which made the firms
direct and fierce rivals.
In 1879, Nestle merged with milk chocolate inventor Daniel Peter.

Quality coffee since 1938

The rich taste of your favourite coffee is reflected in its rich history. Nescafe products
are produced by Nestle. The beginnings of NESCAFÉ can be traced all the way back to
1930, when Nestlé was approached by the Brazilian Coffee Institute to seek a way to
preserve the huge coffee surpluses. Nestlé took up the challenges, coffee specialist, Max
Morgenthaler, and his team set out to find a way of producing a quality cup of coffee

13
that could be made simply by adding water, yet would retain the coffee’s natural flavour.
After seven long years of research in Swiss laboratories, they succeeded in producing
the world’s first fully soluble coffee extract and quickly gained popularity around the
world.
Today NESCAFÉ is the world’s leading coffee brand with more than 4,000 cups of
NESCAFÉ enjoyed every second throughout the world. The new product was named
NESCAFÉ – a combination of the Nes-root of Nestlé and the word café. NESCAFÉ was
first introduced in Switzerland, on April 1st, 1938. For the first half of the next decade,
however, World War II hindered its success in Europe. NESCAFÉ was soon exported to
France, Great Britain and the USA. American forces played a key role in re-launching
NESCAFÉ in Europe by virtue of the fact that it was included in their food rations. Its
popularity grew rapidly through the rest of the decade. By the 1950s, coffee had become
the beverage of choice for teenagers, who were flocking to coffee-houses to hear the
new rock ’n’ roll music. In 1965 NESCAFÉ continued to bring the world’s best cup of
coffee by introducing freeze-dried soluble coffee with the launch of Gold Blend. A few
years later, a new technology was invented to capture more aroma and flavour from
every single coffee bean. In 1994 the ‘full aroma’ process was invented to make the
unique quality and
character of NESCAFÉ even better.

Nestlé first introduced their flagship powdered coffee brand in Switzerland on April 1,
1938.Nestlé began developing an instant coffee brand in 1930, at the initiative of the
Brazilian government, to help to preserve the substantial surplus of the annual Brazilian
coffee harvest. Max Morgenthaler led the development project. Nestlé introduced the new
product under the brand name "Nescafé" on April 1, 1938. In 1965, Nestlé introduced a
freeze-dried coffee brand called "Nescafé Gold" in Europe. In the United States, Nestlé
used the Nescafé name on its products until the late 1960s. Later, Nestlé introduced a new
brand in the US and Canada called Taster's Choice, which supplanted Nescafé for many
years. The company continues to sell Taster's Choice as a separate product, branded as
superior to Nescafé and higher priced.

In the United Kingdom, a television advertisement campaign, the Gold Blend couple
starring Anthony Head and Sharon Maughan ran in 12 instalments between 1987 and
1993. The first 11 episodes were released as a promotional compilation video called Love
Over Gold in 1993. A novelisation of the same name written by Susan Moody (under the
pseudonym Susannah James) was released in the same year.

In 2003, the company reintroduced the Nescafé brand in Canada and the US, and the
product is now known as Nescafé Taster's Choice. It is sold in North American
supermarkets in both glass and plastic packaging.

14
While the Nescafé brand was created for soluble coffee, it has subsequently been used as
an umbrella brand on a number of instant coffee products, including, in the UK, Gold
Blend and Blend 37 freeze-dried coffees.

In 2006, Nescafé launched the new coffee machine system "Dolce Gusto" ("sweet taste"
in Italian). The system allows consumers to make various styles of coffees themselves
(cappuccino, latte macchiato, espresso, lungo, etc.). Additionally, hot chocolate and cold
drinks can be prepared with the machine. The machines are now sold in more than 60
countries. Unlike other Nescafé products, most Dolce Gusto beverages use roasted and
ground coffee beans, instead of instant coffee.

Other marketing activity included experiential marketing/relationship marketing, which

led Nescafé to become the headline sponsor of Good Food Show 2008 at Birmingham
NEC as part of their campaign to drive awareness of the increased

Nescafé collection. About 95% of consumers at this popular event rated the
Nescafé Collection stand the best at the show. Nescafé used advanced 3D
technology to engage their consumers, led by iD Experiential.

In the UK in August 2009, Nescafé unveiled a £43 m ad campaign for Nescafé, focusing
on the purity of its coffee and featuring the strapline "Coffee at its brightest".

Nescafé was ranked 153rd among India's most trusted brands according to the Brand
Trust Report 2012, a study conducted by Trust Research Advisory. In the Brand Trust
Report 2013, Nescafé was ranked 230th among India's most trusted brands and
subsequently, according to the Brand Trust Report 2014, Nescafé was ranked 209th
among India's most trusted brands.

NESCAFE IN INDIA

• NESCAFE CLASSIC

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 • NESCAFE GOLD BLEND

• NESCAFE SUNRISE

• NESCAFE INSTA FILTER

• NESCAFE INSTANT COFFEE

• NESCAFE COLD COFFEE

RECENT DEVELOPMENT
In recent years, Nestlé Health Science has made several acquisitions. It acquired Vitaflo,
which makes clinical nutritional products for people with genetic disorders; CM&D
Pharma Ltd., a company that specialises in the development of products for patients with
chronic conditions like kidney disease; and Prometheus Laboratories, a firm specialising
in treatments for gastrointestinal diseases and cancer. It also holds a minority stake in
Vital Foods, a New Zealand-based company that develops kiwifruit-based solutions for
gastrointestinal conditions as of 2012.
Another recent purchase included the Jenny Craig weight-loss program, for US$600
million. Nestlé sold the Jenny Craig business unit to North Castle Partners in 2013. In

16
February 2013, Nestlé Health Science bought Pamlab, which makes medical foods
based on L-methylfolate targeting depression, diabetes, and memory loss. In February
2014, Nestlé sold its PowerBar sports nutrition business to Post Holdings, Inc. Later, in
November 2014, Nestlé announced that it was exploring strategic options for its frozen
food subsidiary, Davigel.
In December 2014, Nestlé announced that it was opening 10 skin care research centres
worldwide, deepening its investment in a faster-growing market for healthcare products.
That year, Nestlé spend about $350 million on dermatology research and development.
The first of the research hubs, Nestlé Skin Health Investigation, Education and Longevity
Development (SHIELD) centres, will open mid 2015 in New York, followed by Hong
Kong and São Paulo, and later others in North America, Asia, and Europe. The initiative
is being launched in partnership with the Global Coalition on Aging (GCOA), a
consortium that includes companies such as Intel and Bank of America.
Nestlé announced in January 2017 that it was relocating its U.S. headquarters from
Glendale, California, to Rosslyn, Virginia outside of Washington, DC.
In March 2017, Nestlé announced that they will lower the sugar content in Kit Kat, Yorkie
and Aero chocolate bars by 10% by 2018.
Nestlé Group's sales worldwide from 2005 to 2023
Fig.1

Company Profile of Bru

Under the brand name of Brooke Bond Green Label, the brand was pioneered. Brooke Bond
Green Label is India's first branded filter 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

17
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
Coffee lets you discover the lovely moments of your life, with a flavour of happiness. 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 make 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 flavour, 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.

18
Bru Sales Chart

Fig.2

HISTORY OF BRU

The beginnings of our famous coffee brand can be traced back to 1968. In 1962, Brooke
Bond Green Label was introduced as India’s first branded filter coffee. Then four years later
in 1968, Bru instant was launched as a chicory mix instant coffee. They soon became the
market leaders in southern India in the year 1977 and almost 10 years later Brooke Bond
Green Label became Deluxe Green Label. Ever since its inception, Bru has increased its
number of products bringing in more variants and flavours. It launched the Cappuccino in

19
2007, making a evolutionary change with instant coffee premixes targeted at the youth of the
country. Continuing on the endeavour to offer more to its customers, the company launched a
premium filter coffee with a blend of 85 per cent coffee and 15 per cent chicory. It was under
the brand name Bru Select, launched in 2010. Soon next year, Bru Lite was introduced as an
option to people who avoided coffee due to its bitter taste. Bringing in coffee from the
world’s best regions like Colombia, Brazil and Kilimanjaro, Bru launched Bru Exotica in the
same year. Later, Bru Gold, a 100 per cent pure granulated coffee with an uplifting aroma and
superior taste was launched. (Staff-Mumbai, 2016)

MARKET STRATEGY OF BRU

In order to create a stronghold as the most preferred brand, Bru launched Bru World Cafes in
Mumbai in 2011 – an experience to enjoy coffee out of home. The detailed menu exquisitely
lays out various food options that can be relished along with freshly brewed coffee. The cafes
are only present in Mumbai and offer premium coffee in the most authentic way with music,
coffee aroma and a pleasant ambience. Bru Gold is made of a fine blend of the best robusta
and arabica beans. The regional beans add special taste and aroma to the coffee. Bru Gold is
best enjoyed hot as well as cold. Another variant Bru roast and ground are the beans offered
by the brand. They are carefully selected and freshly roasted to prepare a cup of filer coffee.
One of the brand’s most talked about product, Bru Instant, is made from a fine blend of
choicest plantations and robust beans. This also serves as a reason why the instant coffee has
a rich taste as the strong process ensures and retains the fresh coffee aroma. This enables
people to enjoy coffee when there is no coffee machine around. Bru Select is made from a
blend of handpicked peaberry, arabica and robusta beans that are slow roasted to perfection,
to give an unmatched rich filter coffee experience. (Staff-Mumbai, 2016)

Product in the Marketing Mix of Bru Coffee:

Bru has always believed in innovation and new offerings and one such was a cold coffee

variant that caught the imagination of consumers. Since its inception, Bru Coffee has

been launched with several variants like-

Bru Lite- Introduced in the year 2011 it is light-tasting and has classic-mocha flavour
 Bru Exotica- It is a premium-freeze-dried-coffee

20
 Bru Cappuccino- Hard flavour for actual coffee lovers
 Bru Gold – Is purely granulated with superior taste and uplifting aroma
 Bru Roast & Ground- Is aromatic filter coffee
 Bru Instant – Made from robust beans it ensures best and instant coffee with fresh aroma
 Bru Select- Filter coffee at its best that is roasted slowly with patience to guarantee
perfection

Place in the Marketing Mix of Bru Coffee:

Bru coffee is one of the most sought-out products and has occupied a prolonged presence in
Indian markets. Demand for ground and roasted coffee is on the rise and this has led to an
opportunity for the brand to spread its network in the global market. It has been involved in
corporate tie-ups to increase its consumer base. The company has a capable distribution
channel that includes intensive distribution to provide its customers with all products in an
efficient manner.

21
Its retail outlets are spread all across India. One can easily find its product in any corner shop,
discount stores, department stores, convenience stores, supermarkets, tie-ups with chain
stores and its own café outlets. Bru has opened a chain of cafes in Mumbai as BRU World
Café that provides a world-class experience of drinking the best beverage.

Price in the Marketing Mix of Bru Coffee:

Bru Coffee has always maintained a reasonable pricing policy for its product that has resulted
in keeping its prices low and affordable. Its penetration pricing policy has helped it to capture
urban markets and has resulted in high product sales. Bru has launched large and economic
packs, medium packs and single-serve packs that have allowed consumers to try it and later
purchase the products according to their necessity and prices. The company has kept its prices
knowingly lower than that of its main competitors under competitive pricing policy to take
over its consumer base. This has resulted in an increased number of customers and thus
bigger sales and higher profit margins.

Promotion in the Marketing Mix of Bru Coffee

Bru Coffee has established itself as a strong brand because of high standards in advertising. It
has been able to achieve maximum visibility amongst its consumers and has become a
pioneer of filter coffee because of aggressive promotional policies, customer-centric
innovation and regular and periodic product development. The company has been using
innovative and beneficial packaging’s like an aroma-lock package, zipper package and mini
packs that have resulted in locking flavour and aroma of the product and making them long
lasting.

Bru Coffee has created some wonderful advertisements that emphasis on invoking a sense of
belonging, happiness, good spirit and warmth. Some of its famous taglines areHappiness
begins with Bru; Ek cup Bru, aur mood bann jaye; Bru se hoti hain khushiyaan shuru.
Celebrities have been roped in from time to time to promote the brand and some of them are
Amrita Rao, Shahid Kapur, Karan Johar and Priyanka Chopra. (Bhasin, 2019).

22
SWOT Analysis of Bru Coffee
Bru coffee is one of the most favorite coffee brand in India which got established in the year
1968. Bru has been active in the coffee industry by bringing different tastes and flavors of
coffee to its customers. The company conducts various trials before finalizing the coffee
beans in order to deliver the best coffee to its customers. Bru coffee is owned by another big
brand called Unilever.

Strengths in the SWOT analysis of Bru Coffee

This helps in understanding the core areas of the business where it beats the competition and
have the competitive advantage in the market. Strengths are generally the core competency of
the business.

1. Strong Brand Name – Bru coffee has an established brand name in the market.
The brand equity is quite high owing to the quality of coffee it provides to the
customers.
2. Great Aroma – The aroma of the coffee is very much liked by the customers
and has a very loyal customer base. This has helped the brand to establish a
good brand recall and equity in the market.
3. Advertising is Excellent – Bru coffee is famous for its way of advertising the
coffee in the market. The TV ads it airs is absolutely aligned with the customer
behavior and hence it always have a great reception.
4. Distribution and Availability – Bru coffee has a very well
established distribution network owing to the fact that it is owned by Unilever.
Moreover, this has helped the brand to be available in the market which is a key
to success for any brand.

Weakness in the SWOT analysis of Bru Coffee

This is the pain area of the organization where it does not have the resources or skills.
Business has to work upon these areas so that they are not left behind from the competition.
Though there will be some or the other weakness but it should not be an area which takes the
business out of the market

1. Underdeveloped Industry – India is not very much developed in terms of

coffee adoption and at the same time increasing health consciousness has made
people avoid caffeine-containing drinks.
2. Product Line is not deep – Though there are different flavors and taste
available in this category but Bru coffee has not yet established the market for
different flavors and hence this has emerged as one of the weakness owing to
the fact that competition is providing customers with different varieties of
coffee.
3. High Dependence on Raw Materials which are costly – There is a high
dependence on the raw materials which are costly to cultivate in nature and
hence the non-availability of raw materials adds to the hindrance in the

23
 manufacturing of goods and also it adds to the cost of the coffee as the raw
materials need to be over cultivated and kept in storage to be preserved.

Opportunities in the SWOT analysis of Bru Coffee

This helps in understanding what other things a business can do with the current skills and
resources. It helps the business to know the areas where it can expand and take a lead in order
to diversify the business and expand the customer base

1. Tie up with offices – Bru can tie up with offices which will help in increasing
the customer awareness as well as the usage in the market. Office going people
are the major market for coffee industry and hence by letting people drink
coffee in the office would be the great opportunity for the brands to develop a
taste in people.
2. Penetration in the market – Bru can target rural markets in order to penetrate
more in the market enhance their customer base with reach as well.

Threats in the SWOT analysis of Bru Coffee

This analysis helps in understanding what are the areas which can impact the business in
future or right away. So business has to prepare itself to handle the threats in the market
landscape. Competition or increasing number of players in the market with same value
proposition is a threat to business as it directly lowers down the customer base and revenue

1. Direct & Indirect Competition – There is a high competition in the market

both from the direct coffee players as well as from other beverage players.
2. Problems with Cocoa- The produce is not easy to cultivate and farmers are
facing major issues and hence it creates problems for the industry.

24
 Chapter – 2
Literature Review

A literature review is a search and evaluation of the available literature in your given subject
or chosen topic area. It documents the state of the art with respect to the subject or topic you
are writing about. A literature review shows your readers that you have an in-depth grasp of
your subject; and that you understand where your own research fits into and adds to an
existing body of agreed knowledge. A literature review has four main objectives:

25
• It surveys the literature in your chosen area of study.

• It synthesises the information in that literature into a summary.

• It critically analysis the information gathered by identifying gaps in current knowledge; by

showing limitations of theories and points of view; and by formulating areas for further
research and reviewing areas of controversy.

• It presents the literature in an organised way.

Lukasz Wroblewski & Sylvia Makris – (2017)2 - have accomplished tasks to study the
consumer preferences, consumption patterns and history of consumption, consumption
frequency and knowledge of coffee bean brands and the usage in Poland and finally the
preferences towards a particular brand with respect to the types of coffee drunk. The study
employed conduction method and the results confirmed that the most popular type of coffee

26
consumption was ground and instant coffee which was drunk by almost half of the
respondents. It’s also seen that consumption of coffee has clearly increased though the
frequency of instant coffee consumption had seen a decreasing trend in favour of ground
coffee and coffee beans. Moreover, the flavours of instant coffee and cappuccinos are the
least consumed coffee types in terms of time. LAVAZZA and JACOBS KRONUNG were
found to be the leading brands when it comes to a coffee bean which proves the conservative
nature of Poland. Often the consumers take caution when it comes to the new products but
they show keen interest to try new flavours if only the new product was released by a well-
known and tested brand.

➢ Moura, Luiz Rodrigo (2017)3 - has attempted to identify, categorize & evaluate the
attributes which affects consumer’s decision towards buying coffee. The study also tried to
organize the attributes into factors to understand the nuances in consumer’s buying decision
making process. The outcomes found that brand, label and packaging were considered as
important factors by consumers. It also been noticed that consumers do get influenced by the
availability status of the coffee, supply of the product as well and equally by environmental
aspects.

➢ Arun Jain, Geetesh Shukla, (2017)4 - In their study, Branded Coffee market in India, the
growth and success of these brands have in turn stimulated the appetite of other international
players like Costa, Starbucks, and The Coffee Bean & Tea Leaf to venture into the Indian
market. The surge in the number of cafés has strongly contributed towards making India a
“coffee loving country”. He states that the emergence of cafés has elevated the urbane image
of coffee. With approximately 70% of the Indian population living in rural areas, it is vital
that players offering packaged brands stress on penetration into the rural market. The
encounter lies in generating plea among the rural consumers, who are traditionally tea
drinkers, and in creating scope for a shift in their preference. However, with the past, and
estimated, growth in this class, the future for packaged coffee brands is promisingly healthy.

➢ Budi Indra Satya, Harmonicon – (2018)5 - have conducted research to ascertain the
factors which affects the willingness to pay among coffee bean’s consumers. The study
results found that brand image of coffee bean was the most affecting factor towards the
willingness to pay. With correct and efficient product marketing strategy, the brand image of
coffee bean will get reach among the people positively and increase customer satisfaction and

27
enhances their desire to pay more. As a result, brand profitability and coffee bean equity get
stronger among customers.

28
 Chapter 3
Research Methodology

RESEARCH
Is defined as the creation of new knowledge and use of existing knowledge in a new and
creative way so as to generate new concepts, methodologies and understandings.

RESEARCH METHODOLOGY

29
Refers to a systematic study, defining a problem, formulating a Hypothesis, collecting and
analysing data and deduction and conclusion. In simple words it is a way to systematically
solve a research problem. It is a science of studying how research is done scientifically.
Essentially it is the procedure by which the researchers go about their work of describing,
evaluating and predicting phenomenon. It aims to give a work plan for research. It provides
training in choosing methods, materials, scientific tools and techniques relevant for the
solution of the problem.

For Example:
• What data to collect (and what data to ignore)
• Who to collect it from (in research this is called “Sampling Design”)
• How to collect it (this is called “data collection methods”)
• How to analysis it (this is called “data analysis method”)

RESEARCH DESIGN
A research design is a frame work of a blueprint for conducting the research project. It
specifies the details of the procedure necessary for obtaining the information needed to
structure or to solve the research problem. There are two approaches of research designs that
are used widely, namely, descriptive design and experimental design.

• Descriptive Design: This Designs help provide answers to the questions of who, what,
when, where and how associated with a particular research problem, a descriptive study
cannot conclusively ascertain answers to why. This is used to obtain information concerning
the current status of the phenomena and to describe “what exists” with respect to variables or
conditions in a situation.

• Experimental Design: A blueprint of the procedure that enables the researcher to maintain
control over all factors that may affect the result of an experiment. In this researcher attempts
to determine or predict what may occur. Is often used where there is time priority in a causal
relationship (cause precedes effect), there is consistency in a causal relationship (a cause will
always 34 lead, to the same effect). The classic experimental design specifies an experimental
group and a control group. The independent variable is administered to the experimental
group and not to the control group, and both groups are measured on the same dependent
variable. Subsequent Experimental designs have used more groups and more measurements
over longer periods. True Experiments must have control and manipulations.

The type of research design used for the project is descriptive research design.

Data Collection
It is a term used to describe a process of preparing and collecting business data for example
as a part of process improvement or similar project.

There are two sources of data:

1. Primary Data: It used for making the questionnaire for the survey. This will also be used
in the study for the purpose of the statistical calculations

30
2. Secondary Data: This data under consideration will be collected from different secondary
sources namely newspapers, articles, reference books, internet, research papers etc.

It is to be noted that only Primary Data is used in this project.

SCOPE OF THE STUDY

 For research to understand people’s preference of coffee brand on the bases of price,
taste, convince, etc.

 Further research can also focus on collecting qualitative data for better understanding
of Consumers views. In addition, future research will provide more thorough
knowledge about ethical business strategy and its impacts on consumers’ buying
behaviour.

The main objective of this study is:

 To know how many consumers are regular consumer of Coffee (specifically Nescafe
and Bru)?

 How do they get to know about the products of Nescafe and Bru?

 The Objective of the study was to know about the customer ideas, preference, attitude
towards coffee brands and to list out the problems which consumer face during the
use of both Nescafe and Bru coffee brands and also factors including the consumers to
buy those products. This study measures the overall satisfaction and preference
towards both Nescafe and Bru coffee brands

31
 Chapter 4
Data Analysis and
Interpretation

Analysis and Interpretation of Data Analysis and interpretation of data is the process of
assigning meaning to collected information and determining the conclusion, significance
and implication of the findings.
It is an important and exciting step in the process of research. Analysis of data is a process
of inspecting, cleansing, transforming and modelling data with the goal of discovering
useful information, informing conclusion and supporting decision-making. Data analysis

32
is a process for obtaining raw data and converting it into information useful for decision
making buyers. Data are collected and analysed to answer question, test hypotheses or
disprove theories.
Statesian John Tukey defined Data analysis as “Procedure for analysing data, techniques
for interpreting the results of such procedures, ways of planning the gathering of data to
make its analysis easier, more precise or more accurate, and all the machinery and results
of statistics which apply to analysing data”.

Graphy 1.

Table 1.
Age Frequency
Below 18 10.6%
18-20 63.8%
21-30 4.3%
31-40 6.4%
50+ 0%

Graph 2.

33
Table 2.
Gender Frequency
Male 67.4%
Female 30.4%

Graph 3.

Table 3.
State Frequency
Delhi 82.2%
Haryana 4.4%
Uttar Pradesh 6.7%
Uttarakhand 2.2%
Bihar 2.2%
Chandigarh 2.2%

Graph4.

34
 Table 4.
Education Level Frequency
Below 10 6.7%
Intermediate 44.4%
Graduate 33.3%
Post Gradate 15.6%

Graph5.

Table 5.
Income Group Frequency
below 20,000 11.1%
20,000-50,000 8.9%
51,000- 1,00,000 4.4%
Student 64.4%

Graph6.

35
Table6.
Title Frequency
Student/Studying 25
Teaching/Lecturer/Tution 4
Sales marketing of amul 2
Business 1
Part time 1
CEO 1
Home maker 1
Professional 1
Office worker 1
Other 5
Nothing 2
N/A 1

The above table and graphs represent the basic information of the people that have filled up

36
the form, i.e., what is their age, gender, where are they from, their income group and what
they do for work.

Form better understanding please look at the table below

(this table has been made with the help of pivot tables in excel)

Table 7.

Table 8.

Table 9.

Table 10.

37
Table 11.

Table 12.

Table 13.

38
Table 14.

This is the data of people outside of Delhi.

39
Table 15.

Table 16.

Table 17.

Table 18.

40
Graph 7.

41
This Graph shows that 47.5% of people that filled the survey prefer coffee, our study is based
only on these 47.5% of the population.

Graph8.

Table 19.
More than one cup a day 26.3%
One cup a day 47.4%
Once every two days 15.8%
Once a week 10.5%
Once a month 0.0%

This shows that 26.3% of people that prefer coffee drink it more that 2 time a day a
47.4% of people drink coffee once a day.

Graph 9.

42
 Table 20.
Friends and family 63.2%
Television 21.1%
Newspaper 10.5%
Other 5.3%
This shows that most 63.2% of the people that prefer coffee got to know about it from
their friends and family , 21.1% got to know about it from television , 10.5% got to know
about it from newspaper and the rest 5.3% from other resourese.

Graph 10.

Table 21.
Bru 42.1%
Nescafe 47.4%
Tata coffee 0%
Blue Tokai 0%
Davidoff 5.3%
Starbuck 5.3%
The Flying Squirrel 0%
Continental Xtra Coffee 0%
This shows that people preferring coffee prefer the brand Bru and Nescafé more and since
our study is based on these two brands only we will analyse the consumers perception on
These two brands.

Loyalty towards bru

43
Graph 11.

This graph tells us the 77.8% of people that prefer coffee chose bru because of its taste
the rest 11.1% and 11.1% chose it for its price and convenience respectively.

Graph 12.

This graph shows that most of the most the have chosen bru get it from the grocery store
and as it is convenient (know to us by above graph)

Graph13.

44
This tells us that people have tried other coffee brands other than bru as well but still liked
bru more .

Graph 14.

45
Loyalty towards Nescafe
Graph 15.

Similar to bru, in we observe in the Nescafé that 66.7% of people prefer Nescafé because of
its taste and the remaining 11.1% and 22.2% prefer to for its brand reputations and other
reasons respectively.

Graph 16.

This graph shows that most of the most they have chosen Nescafe get it from the grocery
store and as it is convenient (known to us by above graph)
Graph17.

46
Graph18.

47
 Chapter 5
Findings, Suggestions,
Conclusion,
Recommendations

48
Findings

From the above data these are our findings,

1. People of ages 18-20 are more into coffee than the people form ages 21-40.

2. Our findings also tell us the most people in India prefer tea and juice over coffee and
it’s the younger generation the prefers coffee more.

3. Our findings tell us that the people of India prefer the brands Bru and Nescafé more as
compared to the other brands available in the market.

4. We found that peoples preference towards their preferred coffee brand is mostly
because of taste.

5. We also found that Bru and Nescafe both have a similar response rate and that both
are as equally properly, but according to grapy 10 we see that Nescafé has a higher
percentage as compared to bru so, we can say that Nescafe is just a little more popular
than Bru.

49
 LIMITATIONS OF THE STUDY

 Most of the contents collected were difficult to understand because it was new for me
to work in this field.

 It was time consuming study.

 We could have tried to get the bigger response rate but we were only able to get 47
responses, thus from our next study onwards we can try to reach a bigger audience.

Suggestions

Social media should be utilized for coffee brand promotion as TV ads are cost effective. On
the other hand, social media has wider reach with minimum investment. Need of enabling the
coffee products in online platforms like Amazon, Flipkart etc for wider reach. Better
approach is to have own website to sell and promote any new coffee brand and products.
Extensive efforts need to be taken to have free samples of coffee and hand notices to be
distributed in exhibitions and related events. One way to promote and get new market as well
as sale lead is approaching event organizers, hotels, restaurants and handles free coffee
sample distribution with them.

CONCLUSION

Coffee is still a hi-fi beverage compared to tea which is a predominantly consumed in India
despite the steady increases of its reach among the Indian residents. India is a culturally
charged nation where people still perceive coffee as a high-class beverage. Due to the
exposure from coffee cafes like Cafe Coffee Day, etc the above notion is still persisting. But
current generation is coming out of the perception and slowly amalgamating the coffee in
daily life. Various studies and scientific analysis on brand awareness, perceived quality, taste,
aroma, sense of belongingness along with extrinsic factors like price, availability, packing,
brand communication and brand reputation have invariably endowed the planters, marketers
and finally equip the end consumers with their various preferences to meet with respective
brands to satiate their palate and needs.

50
 Chapter 6
Bibliography
(Questioner Used)

51
1. http://ddbmudragroup.com/

2. https//en.wikipedia.org/wiki/Coffee_culture

3. https://en.wikipedia.org/wiki/Coffee_production

4. https://en.wikipedia.org/wiki/Economics_of_coffee

5. http://www.mbaskool.com/

6. http://www.marketing91.com/marketing-mix-bru-coffee/

7. http://www.marketing91.com/marketing-mix-nescafe/

8. http://www.nescafe.com/our-world

9. http://www.nestle.com/brands/allbrands/nescafe

10. http://www.scribd.com/doc/21248912/nescafe-brand-study

11. Satish Y. Deodar, Vivek Pandey, Degree of Instant Competition: Estimation of Market
Power in India’s Instant Coffee Market, Indian Institute of Management Ahmedabad India
(2006)
12. Lukasz Wroblewski & Sylvia Makris (2017), Consumer preference for Coffee types and
Coffee bean brands available on the polish market, Journal of Advances in Social Science and
Humanities, DOI: http://dx.org/10.15520/jassh310260 International Journal of Research
Publication and Reviews, Vol 4, no 5, pp 1945-1954 May 2023 1952
13. Moura (2017) Attributes considered by Coffee consumers during their buying decision
process: A study using factorial analysis, Loganiaceous Ruari’s & Agroindustry, June 2015 -
Vol. VII - No. 114 – 27 21 Tarun Jain, Geetesh Shukla, (2017) Branded Coffee market in
India
14. Tarun Jain, Geetesh Shukla, (2017) Branded Coffee market in India
15. Budi Indra Satya, Hartono Soni (2018), The effect of Brand Image and Product on
Customer Satisfaction and Willingness to Pay at Coffee Bean Surabaya, RJOAS, 1(73),
January 2018, DIO: http://doi.org/10.18551/rjoas.201801.19

52
Questioner Used

Screener Section
S1. What Age group Do you fall under? (ask all)
a) Below 18 (Terminate)
b) 18-20
c) 21-30
d) 31-40
e) 41-50
f) 50+
S2. What is you Gender (ask All)
a) Male
b) Female
S3. Which state are you from (ask All)
(open text)
S4. What is your Education level?
a) Matrix
b) Graduate
c) Post Graduate
S4. Which income group do you fall under
a) 20,000 – 50,000
b) 50,000 – 1,00,000
c) 1,00,000+
d) Unemployed
S5. What is your work profile?
(open text)

Main Question
Q1. What are your drink preferences?
a) Tea (terminate)
b) Coffee
c) Juice (terminate)
d) Soft drink (terminate)
e) Other (terminate)
Q2. How often do you consume coffee?

53
 a) More than one cup a day
b) One cup a day
c) Once every two days
d) Once a week
e) Once a month
Q3. How did you get to know about coffee?
a) Friends and family
b) Television
c) Newspaper
d) Other
Q4. Which Brand coffee you prefer the most?
a) Bru
b) Nescafe
c) Tata coffee
d) Blue Tokai
e) Davidoff
f) Starbuck
g) The Flying Squirrel
h) Continental Xtra Coffee
i) Lavazza
j) Hatti Kaapi
Q5. What factors are most important to you when choosing Q2_answer?
a) Taste/flavour
b) Price
c) Convenience (availability in stores or online)
d) Variety of options (different blends, flavors, etc.)
e) Brand reputation/quality
f) Sustainability/environmental impact
g) Packaging
h) Other (please specify): ________
Q6. Where do you usually purchase your preferred coffee brand?
a) Grocery store
b) Coffee shop
c) Online
d) Other (please specify): ________
Q7. Have you tried other coffee brands apart from your preferred one?
a) Yes
b) No
If yes, what motivated you to try different brands? (if_Q5_yes)
[Text box]

54
Q8. How likely are you to try a new coffee brand based on recommendations from friends,
family, or influencers?
a) Very likely
b) Somewhat likely
c) Not likely

55