Report on customer preference

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.

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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.

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.

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.

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

SCOPE AND OBJECTIVE OF THE STUDY

SCOPE:
Generally scope can be considered among two parts:
1) Regional Scope
2) 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.

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.

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)

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.

DATA ANALYSIS
Q1. What do you prefer?

Particular
Respondents
Coffee
18
Tea
8
Both
24
TOTAL
50

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

Particular
Respondents
One time

20
2 times

16
More than 2 times

6
TOTAL
42

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

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

Particular
Respondents
1
10
2
3
3
20
All
9
TOTAL
42

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

Q4. Which coffee brand do you prefer?

Particular
Respondents
Nescafe
35
Bru
5
Other
2
TOTAL
42

INTERPRETATION = Majority of choice about coffee is given to Nescafe. Q5. From where did u see our product?

Particular
Respondents
Advertisement
12
Own experience
22
Reference
18
TOTAL
42

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

Q6.Are you satisfied with your product and advertisement?

Particular
Respondents
Yes
35
No
7
TOTAL
42

INTERPRETATION = 75% people of our survey are satisfied with the product and its advertisement. Particular
Respondents
Yes
30
No
12
TOTAL
42
Q7.Where you influenced by the brand ambassador of our product and started drinking it?

Q8. How frequently do you buy it?

Particular
Respondents
Every week
17
15 days
20
1 month
5
TOTAL
42

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

Particular
Respondents
At home
20
In café
10
Roadside
12
TOTAL
42
Q9.Where do you prefer drinking it?

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

Particular
Respondents
Caffeinated
6
De- Caffeinated
36
TOTAL
42
Q10. Which one does u prefer?

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

NESCAFEE
BRU

HS
S
DS
NEU
HS
S
DS
NEU
price
5
20
17
8
2
2
1
1
taste
5
10
7
3
1
2
1
1
quality
10
13
10
6
3
2
3
2
quantity
15
1
8
7
3
3
1
1
healthiness
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 product
Taste – 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.

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.

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.

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.

BIBLIOGRAPHY

INTERNET:

www.nescafe.com
www.brucoffee.com
www.google.com
www.wikipidia.com

BOOKS:
Magazines
Research Methodology by C.R Kothari

QUESTIONNAIRE
Respected Sir/Madam
We 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?
Coffee
Tea
Both
Q2. How many times in a day would you prefer it?
One time
2 times
More than 2 times
Q3.How many members of your family prefer to have coffee?
1
2
3
All
Q4. Which coffee brand do you prefer?
Nescafe
Bru
Others
Q5. From where did u see our product?
Advertisement
Own experience
Reference
Q6.Are you satisfied with your product and advertisement?
Yes
No

Q7.Where you influenced by the brand ambassador of our product and started drinking it? Yes
No
Q8. How frequently do you buy it?
Every week
15 days
1 month
Q9.Where do you prefer drinking it?
At home
In café
Roadside
Q10. Which one does u prefer?
Caffeinated
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

Taste

Quality

Quantity

Healthiness