Nistha varma. Highly dissatisfied bru...

CUSTOMER BUYING PERCEPTIVE FOR
BRU COFFEE
Research project submitted in the Partial Fulfilment of the
Requirements for the degree of
B.COM [HONOURS]
3rd
Year
To the
DEPARTMENT OF COMMERCE
THE BHOPAL SCHOOL OF SOCIAL SCIENCE
APRIL 2021
SUBMITTED BY: GUIDED BY:
NISHTHA VERMA Dr. RASMEET KAUR

CERTIFICATE
It is certified that the work contained in the project report titled “Customer buying
perceptive for Bru coffee” By “Nishtha Verma” has been carried out under my
supervision and this work has not been submitted elsewhere for a degree.
Signature of the Supervisor:
Name:
Department Commerce
The Bhopal School of Social Science
April 2021

ACKNOWLEDGEMENT
I would like to thank my research guide Dr. RASMEET KAUR MAM for giving me the
opportunity to complete my research report. Thank you for all the ideas, advices, moral
support and patience in guiding me through project. Your wealth of knowledge in this
field in particular is inspiring, for your continuous support and guidance, keeping me
motivated throughout the writing report. It was a great privilege and honour to study and
work under her guidance. I am extremely grateful for what she has offered me. Special
thanks should also be given to MRS. SMITHA PILLAI MAM thank you for introducing
me to the study of research.

DECLARATION
I hereby declare that this project report entitled “Consumer buying perceptive for Bru
coffee” was carried out by me for the degree of B.com {honours} under the guidance and
supervision Dr. RASMEET KAUR of Department of Commerce BSSS College. The
interpretation put forth are based on my reading and understanding of the original texts
and they are not published anywhere in any form. The other books, articles and websites
which I have made use of are acknowledged in the respective place in the text. This
research report is not submitted in any other university for any diploma or degree.
Place: Bhopal
Name of the student: Nishtha Verma
Class and Section: B.com [hons] 3rd
year
Date:

INDEX
S.NO CONTENTS PAGES
1 INTRODUCTION 6-12
2 LITERATURE REVIEW 13-15
3 RESEARCH METHODOLOGY 16-17
4 DATA ANALYSIS AND INTERPRETATION 18-31
5 RESULTS AND CONCLUSION 32
6 REFRENCES 35
7 ANNEXURE 36-39

CHAPTER 1
INTRODUCTION
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers,
customer perception is seen as a key differentiator and increasingly has become a key
element of business strategy.
"Within organizations, customer perception ratings can have powerful effects. They
focus employees on the importance of fulfilling customers' expectations. Furthermore,
when these ratings dip, they warn of problems that can affect sales and profitability.
These metrics quantify an important dynamic. When a brand has loyal customers, it gains
positive word-of mouth marketing, which is both free and highly effective."
Therefore, it is essential for business as to effectively manage customer perception. To be
able do this, firms need reliable and representative measures of satisfaction.
Customer perception definition: “Marketing concept that encompasses a customer’s
impression, awareness, or consciousness about a company or its offerings.”
Customer collects information about a product and interprets the information to make a
meaningful image about a particular product. This is called as customer perception. When
a customer sees advertisements, promotions, customer reviews, social media feedback,
etc. relating to a product, they develop an impression about the product.
The entire process of customer perception starts when a consumer sees or gets
information about a particular product. This process continues until the consumer starts to
build an opinion about the product.
Everything that a company does affects customer perception. The way the products are
positioned in a retail store, the colors, and shapes in your logo, the advertisements that
you create, the discounts that you offer, everything impacts the customer perception.

Why is Customer Perception Important?
A happy customer is one who is satisfied with the experience that he has with a product
or a service. The customer perception is built around the experience that a customer has
with a product.
Consumer perception can make or break your brand. When customers had a pleasant
experience of getting their products delivered on time they form a perception. Getting the
products that were as described in the product description also creates a positive customer
perception. When customers experienced a great after-sale service it is going to develop a
positive opinion about the brand.
But when customers had a bad experience such as broken products, no returns, no after-
sales service, etc. the customers build a negative perception about the brand.
When companies work towards strengthening the bond between customers and the
company, customer perception improves, and this gives way for a better competitive
edge.
Customer perception or consumer perception plays a major role in buying behavior.
Hence companies are going the extra mile to create a pleasant and happy customer
experience for its customers. Companies are ready to spend money and effort to influence
customer perception and drive profitable consumer behavior.
FACTORS INFLUENCING CUSTOMER PERCEPTION
1. Personal experience:
Customer perception is highly influenced by the personal experience that a customer had
while buying and using a particular product. If the quality, customer service, price, logo,
color, discounts, etc. were able to make an excellent impression on the minds of the
customers, they would build a good perception of the brand. But in case they did not
enjoy the experience with the brand, it will leave an everlasting impression.
2. Advertising:

Customers get to see the products first through advertisements and therefore become one
of the biggest factors that influence customer perception. The advertisement and
campaigns that a company runs will help to build a positive customer perception.
3. Influencers:
People generally buy things when another person has tried and tested it. Such people who
have bought it first and tried the product become influencers. When people hear about the
great product that the influencer has tried out, it will influence the person to buy it and
test it out, as the recommendation has come from a known person whom they trust.
4. Customer reviews:
Many people look into the customer reviews before buying a product. This shows that
customer reviews are an important factor in defining customer perception. If the
consumers see that a product has a lower number of stars it means that product does not
have good customer reviews. The impression that it creates on the consumer’s mind is
negative.
5. Social media:
Social media has become the strongest medium to manage customer perception. When
social media audience gets consistent communication regarding a product, the users build
an image of the product. Social media can be used to post content, images, videos, etc.
which helps to build the kind of perception intended by the company.

BRU INTRODUCTION
Bru, Hindustan Unilever’s only coffee brand, is manufactured under the Brook Bond
label. The brand offers a varied range of Indian and international coffee products
including beans, instant coffee, premium beans etc. Bru is known for its rich aroma and
unique blend of coffee beans. Through its extensive marketing, the company has been
able to establish itself as a brand that makes every moment come alive through a cup. The
brand offers authentic coffee from the South Indian plantations of the country. Started in
1968, Bru has introduced various flavors to the Indian customers over the past years
which involve innumerable coffee trails and testings. (Staff-Mumbai, 2016)
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 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
 Bru Cappuccino- Hard flavour for actual coffee lovers
 Bru Gold – Is purely granulated with superior taste and uplifting aroma

 Bru Gold Coffee
 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.
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 packagings 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 are-
Happiness 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)

CHAPTER -2
LITERATURE REVIEW
 “Factors affecting consumer’s buying decision in the selection of a coffee brand”
by Tanja lautiainen in Saimaan ammattikorkeakoulu.
The purpose of this research was to study how different factors of consumer
behavior effect on decision-making during coffee brand selection. Consumer
behavior consists of four factors: cultural, social, personal and psychological. The
thesis was divided into a theory part and empirical part. The theoretical part
discusses the basics of factors affecting purchase, decision, decision making
process and brands. The empirical part of the thesis includes a survey that was
carried out through internet. Data were collected by a self-administered
questionnaire.
The result of the study has indications that social, personal and psychological
factors have effect on a consumer’s decision making process when selecting a
coffee brand.
 “Consumer perception on appearance, branding and pricing” by ZT Harith, CH
Ting, NNA Zakaria in international food research journal.
Consumer’s acceptance of any in the market, packaging appearance, branding and
pricing of the products are important. This study focused on consumer’s perception
towards the outlook of the coffee packaging which resulted in influencing their
purchasing decision through survey study. This current study was done on three
main issues namely appropriateness of appearance, branding and pricing as
reflected by the first impression towards the product’s packaging.
Results obtained shows that consumer notice the differences possessed by each
coffee packaging in the market and they purchase what they like based on their
perception. According to Pearson Correlation, respondents also have the opinion
that appearance, branding and pricing are correlated with each other.

 “Coffee consumption and purchasing behavior review” by Antonella Samoggia,
Bettina Riedel in Appetite.
This paper presents a systematic literature review of consumer research towards
coffee with the objective to identify and categories motives, preferences and
attributes of coffee consumption and purchasing behavior
Results provide a model of key determinants for coffee consumption that can be
grouped into categories (1) Personal preferences, (2) Economic contributes, (3)
Product attributes, (4) context of consumption, and (5) social-demographics. The
finding also show that there is a strong focus on coffee sustainability.
 “Consumers perception of coffee health benefits and motives for coffee
consumption and purchasing” by Antonella Samoggia, Bettina Riedel in Nutrients.
Coffee is popular worldwide and consumption is increasing, particularly in non-
traditional markets. There is evidence that coffee consumption may have beneficial
heath effects. Consumers beliefs in the health benefits of coffee are unclear. The
study aimed at analyzing consumers perception of coffee health benefits,
consumption and purchasing motives of coffee consumers with positive perception
of coffee health benefits, and willingness to pay for coffee with associated health
claims.
Results were elaborated with factor analysis and logistic regression analysis.
Findings revealed that a relevant minority of consumers believed that coffee could
have positive health effects. The consumer with a positive perception of coffee
health benefits is mostly male, young, works, is familiar non-espresso-based
coffee, consumers a limited amount of coffee.
 “The analysis of the role of instant coffee price and quality in consumer preference
and purchasing decision” by Imam Santoso in WACANA, Journal Sosial Dan
Humaniora
Consuming instant coffee has become a culture in various major cities. This can be
seen from the greatly increasing numbers of coffee shops as well as coffee drinkers
drinking coffee outside their homes. This research is to analyze the role od instant
coffee price and quality in consumer preference and purchasing decision.

Results shows that the proce of instant coffee has influence on consumer
preference, however the quality of instant coffee has no significant influence on
their preference.
 “Consumer motives for purchasing organic coffee” by Kyung Hee Lee, Mark A
Bonn, Meehe Cho in International Journal of Contemporary Hospitality
Management
This study aims to investigate consumer choice motives for purchasing organic
coffee by applying the Theory of Planned Behavior [TPB] approach and how those
are influenced by different degrees of ethical concern and price sensitivity to gain a
better understanding about consumer behavior related to the rapidly growing
demand for this unique product.
Results documented that health and environmental protection were predictors of
purchase attitude and subjective norm. Environmental protection was found to be a
predictor of perceived behavioral control. Ethical concern and price sensitivity
documented the significant moderation roles upon organic coffee purchasing
perception.
 “Coffee consumers during their buying decision process” by Fabiano Bento de Sa,
Ricardo Viana Carvalho de in Organizacoes Ruraus & Agroindustrials.
The aim of this study was to identify, categorize and evaluate the attributes
considerd by the consumer during their coffee buying decision. A descriptive and
quantitative survey with 459 coffee consumers was conducted in Belo Horizonte.
The result indicates that the attributes considered by the consumers can be grouped
into five factors based on importance (1) Product features-Organoleptic
Characteristics, (2) Brand and tradition, (3) Food safety, (4) Availability and
product offering, (5) Packaging. The theoretical contributions of this work are the
identification of attributes considered by the consumers for buying coffee, the
significance verification of these attributes, as well as the separation into factors,
which allows a better understanding of the decision-making process of coffee
consumers.

CHAPTER-3
RESEARCH METHODOLOGY
OBJECTIVES OF THE RESEARCH REPORT:
 To find out the popularity of Bru coffee.
 To determine consumer perception or consumer attraction towards the coffee.
 To determine the price charged in respect of quantity of product is worth for
consumer or not.
 To determine how consumer rate the quality and taste of the Nescafe coffee.
HYPOTHESIS:
There is no significant difference between both men and women regarding their choice
of coffee based on factor.
MATERIAL AND METHODS:
This study is based on MCQ questionnaire having 13 questions distributed among the
consumers.
SAMPLE SIZE:
50 sample unit are taken

SAMPLING TECHNIQUE:
Purposive non probability sampling
GEOGRAPHICAL AREA:
This research study was conducted in Bhopal
DURATION OF STUDY:
This study was completed in 1 month
SAMPLE SELECTION:
Coffee lovers
DATA COLLECTION PROCEDURE:
Primary data was collected using multiple choice questions.
DATA ANALYSIS PROCEDURE:
Graphical representation of data
DATA COLLECTION INSTRUMENT:
Google form are used for making questionnaire

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Q1] Gender?
Particulars No. of responses
Male 26
Female 24
Prefer not to say 0
Total 50
INTERPRETATION:
In this chart we see that the number of males is 26 (52%) and female respondents are 24
(48%). So, the number of males in this data is more than the females.

Q2} Age Group?
INTERPRETATION:
A large majority of respondents belongs to the age group of 18-26 that is 48. As shown in
the above figure or chart there are 0 respondents in under18 so it is shown that below 18
years people do not consume much coffee, in 25-40 age group there are again 0
respondents and only 2 respondents are in the age group of above 40. So basically, its
shows that a large number of respondents belonging to the age group of 18-26 as
compared with other age groups.
Particulars Responses
Below 18 0
18-26 48
25-40 0
Above 40 2
Total 50

Q3] Since how long you are drinking coffee?
Less than a year 2
1-5 Years 18
5-10 Years 18
More than 10 years 12
Total 50
INTERPRETATION:
As shown by the above chart respondents who are consuming coffee for 1-5 years and 5-
10 years is same, and people drinking coffee for more than 10 years is 24% of the
sample, only 2 respondents are drinking coffee for less than a year. This shows that
majority of the people are inclined towards coffee from a long time.

Q4] How many times a day do you drink coffee?
1 time 36
2 times 12
More than 2 times 1
Total 49
INTERPRETATION:
A majority of the respondents belongs to the category of one time a day drinkers i.e.
73.5%. 12 respondents belong to two time in a day and only 1 respondent belongs to
more than 2 time so we can conclude that most people consume coffee only once in a
day.

Q5] In your family, how many members prefer to have coffee?
1 13
2 18
3 9
All 10
Total 50
INTEERPRETATION:
As shown by the above chart number of 2 members in a family get more respondents that
is 18. 13 respondents belong to 1 member in a family, 9 respondents belong to 3 members
in a family and 10 respondents belongs to all member in the family prefer coffee. So, it is
shown that only 2 members gets more respondents as compared to others.

Q6] Why do you like Bru coffee?
Particulars No. of responses Percentage
Affordable price 10 20.4%
Good quality 35 71.4%
Status 2 4.1%
Brand name 2 4.1%
Total 49 100%
INTERPRETATION:
As shown above in the bar graph majority of the people responds in good quality of
coffee i.e., 35 respondents prefer bru coffee because of its good quality. 10 respondents
prefer bru because of the affordable price, 2 respondents prefer it because of the status
symbol, 2 respondents prefer bru because of the brand name. People like Bru coffee
because it has good quality.

Q7] Are you satisfied with the price of the product?
Yes 42
No 8
Total 50
INTERPRETATION:
As shown in the above chart consumers are satisfied with the price of the product. 42
respondents are happy with the price, 8 respondents thinks that the price which the
company is charging is high. So, we can conclude that the price of the product is
reasonable.

Q8] Source through which you know about Bru coffee?
Friends 11
Relatives 1
Advertisements 34
Others 4
Total 50
INTERPRETATION:
As shown by the above chart through advertisements people know about the product. 34
respondents got to know about the product through advertisements. 11 respondents got to
know through friends, 1 respondent through relatives and 4 respondents through other
sources. So, it is shown that advertisement get high responses as compared to other.

Q9] How much quantity of coffee do you purchase?
Less than 20 grams 13
20-50 grams 11
50-100 grams 17
More than 100 grams 9
Total 50
INTERPRETATION:
As shown by the above chart 50-100 gram gets high responses. 17 respondents buy 50–
100-gram coffee, 13 respondents purchase less than 20-gram coffee, 11 respondents
purchase 20–50-gram coffee and 9 respondents purchase more than 100 grams. So, it is
shown that majority of the people purchase 50-100 gram of coffee.

Q10] Which are the factors that influence you to buy Bru coffee?
Particulars No. of responses Percentage
Price 2 4.1%
Quality 21 42.9%
Taste 22 44.9%
Brand name 1 1%
Advertisements 3 6.1%
Total 49 100%
INTERPRETATION:
As shown by the above graph taste plays a major role that force consumer to prefer Bru
coffee. 22 respondents prefer taste, 2 respondents prefer price, 21 respondents prefer
quality, 1 respondent prefer brand name and 3 respondents like bru coffee because of
advertisements. So, it is shown that taste get highly majority respondents as compared to
others.

Q11] How will you rate these features of Bru coffee?
Particulars Poor Average Good Very good Excellent Total
Price 3 12 28 5 2 50
Quality 2 7 19 15 7 50
Quantity 3 10 27 7 3 50
Taste 2 4 21 16 7 50
Brand name 1 6 23 13 7 50
Availability 1 6 26 12 5 50
INTERPRETATION:
1. Price: As shown by the above bar graph majority of the respondents think that
price of the product is good i.e., 28 people thinks that the price is good, 3 people
think that price is poor, 12 respondents thinks that price is average, 5 people think
that price is very good. So, it is shown that majority of the people prefer the price
is good as compared to others.
2. Quality: As shown by the above bar graph majority of the people thinks that the
quality of product is good. 2 people thinks that the quality is poor, 7 respondents
thinks that the quality is average, 15 respondents thinks that the quality is very
good and 7 respondents thinks that the quality of product is excellent. So, it is
shown that the quality is good.

3. Quantity: As shown by the above bar graph majority of the people thinks that the
quantity of the product is good that is 27 respondents, 3 people thinks that the
quantity of the product is poor, 10 respondents thinks that the quantity of product is
average, 7 respondents thinks that the quantity of product is very good, 3
respondents thinks that the quantity of the product is excellent. So, it is shown that
majority of the people are satisfied with the quantity of Bru coffee.
4. Taste: As shown by the above bar graph majority of the people thinks that the taste
of product is good that is 21 respondents, 2 people thinks that the taste of the
product is poor, 4 respondents thinks that the taste of the product is average, 16
respondents thinks that the taste of the product is very good and 7 respondents
thinks that the taste of the product is excellent. So, it is shown that majority of the
people are satisfied with the taste of Bru coffee.
5. Brand name: As shown by the above graph majority of the people thinks that the
brand name is good that is 23 respondents, 1 respondent thinks that the brand name
is poor, 6 respondents thinks that the brand name of the product is average, 13
respondents thinks that the brand name of the product is very good and 7
respondents thinks that the brand name of the product is excellent. So, it is shown
that majority of people have a good image about the Brand.
6. Availability: As shown by the above graph majority of the people thinks that the
availability of the product is good that is 26 respondents, 1 respondents thinks that
the availability of the product is poor, 6 respondents thinks that the availability of
the product is average, 12 respondents thinks that the availability of the product is
very good and 5 respondents thinks that the availability of the product is excellent.
So, it is shown that majority of people are happy with the easy availability of Bru
coffee.

Q12] How satisfied are you with the quantity of the product?
1 3
2 9
3 12
4 16
5 10
Total 50
INTERPRETATION:
As shown by the above chart 16 people satisfied with the quantity given for the price they
pay. 10 respondents are highly satisfied, 12 are neutral about the satisfaction, 9
respondents vote towards dissatisfied and 3 respondents are highly dissatisfied with the
quantity given. Majority of people are satisfied with the quantity.

Q13] Would you recommend Bru coffee to others?
Yes 34
No 3
Maybe 13
Total 50
INTERPRETATION:
As shown by the above chart 34 respondents they will suggest other people also to buy
Bru coffee. 3 respondents will not suggest it to others and 13 respondents may or may not
suggest to others. So, number of responses who will suggest others is high as compared
to others.

CHAPTER -5
RESULTS AND DISCUSSION
FINDINGS:
 Majority of the people consumed coffee only one time in a day whether they were
consuming coffee in morning or evening or night but they are consumed one time
in a day.
 Majority of the people prefer that the quality of the product is very good the taste
of the coffee is fantastic so that’s why they prefer Bru coffee because of its good
quality.
 Advertisements plays an important role because people get the knowledge about
the product through advertisements. There are different types of advertisements
like T.V, newspaper, radio or pamphlet. So, advertisement is very important for
the product, people get to know through the advertisements.
 People are not so much satisfied with the quantity given in the price they pay; they
think that the price is high and the quantity is quite less.
 Quantity, quality and price plays an important role in consumer perception.
Consumer wants that the quantity to be high, quality have to be good and the price
should also be reasonable. If the price is reasonable more people purchase coffee.
 Bru product price, quality, quantity, taste and brand name is good and the product
availability is very good. People get product very easily in the market so they are
very happy with the easy accessibility of the product.
 Some people are influenced by celebrities towards the product they don’t know
about the product they don’t know about the quantity, quality. They just want to
buy that product because their favourite celebrity is consuming/using that product
so that’s why they also want to consume/use that product.

CONCLUSION:
 If the price, quality and most important quantity is good than the consumer
attract towards the product and they will buy that product. If one of these
things is not good than t=consumer will not attract and will not buy that
product. So basically, these three things play an important role in consumer
buying perception.
 It is not necessary that the brand name can attract consumer to buy the
product. If the brand name is not so much popular but the product is good
consumer will buy that product.
 Advertisements is very important in today’s time because people know
about the product through advertisements so if the company wants to
increase the sales of the product. First, they have to advertise their product
through Television, newspapers, radio, social media and pamphlet with the
help of these, people get to know about the product.
 If the price of the product is high, then the demand of that product will be
low and vice versa. So basically if the price of the product is high and the
quantity is not so much then the consumer will not buy that product. But if
the price is reasonable and quantity is adequate then the consumer will buy
that product.
 Company has to make some changes in their product. Same thing, same
taste, same flavour using year by year will not be able to attract consumer or
to make new customers. So, in 6 to 7 months company have to change or
produce some new thing so that people will prefer that product.
SUGGESTIONS:
 Some people’s suggestion is “no”, they think right now the product is good no
need to change in price and quantity.

 While some people suggested that they would like increase in quantity because
they think the price of the coffee is high as compared to quantity and consumer
always like to buy things which cost less and have higher quantity.
 They want that Bru to bringing out some new flavours like walnut coffee etc.
 Quality of the product depends on the price paid for it. For example, if a consumer
buys 50 grams coffee it is better than 10 grams but a lot of coffee in 50 grams
packet gets wasted as it gets moisturize. Bru should work on maintaining same
quality irrespective of price.

REFRENCES
 https://www.hul.co.in/brands/food-and-drink/bru.html
 https://brandyuva.in/2018/09/the-success-brand-story-of-bru-coffee-indias-most-
loved-coffee.html
 https://www.bartleby.com/essay/Brief-History-Of-BRU-Coffee-PCPG4BANR

ANNEXURE
QUESTIONNAIRE:
CUSTOMER BUYING PERCEPTIVE FOR BRU COFFEE
1) Gender
Female
Male
Prefer not to say
Other:
2) Age
Below 18
18-26
26-40
Above 40
3) Since how long you are drinking coffee?
Less Than a year
1-5 years
5-10 years
More than 10 years
4) How many times a day do you drink coffee?
1 time

2 times
More than 2 times
5) In your family, how many members prefer to have coffee?
1
2
3
All
6) Why do you like Bru coffee?
Affordable price
Good quality
Status
Brand name
7) Are you satisfied with the price of the products?
Yes
No
8) Source through which you know about Bru coffee?
Friends
Relatives
Advertisements
Others
9) How much quantity of coffee do you purchase?
Less than 20 grams
20-50 grams

50-100 grams
More than 100 grams
10) Which are the factors that influence you to buy Bru coffee?
Price
Quality
Taste
Brand Name
Advertisement
11) How will you rate these features of Bru coffee? *
Poor Average Good Very Good Excellent
Price
Quality
Quantity
Taste
Availability
Brand Name
Price
Quality
Quantity
Taste
Availability
Brand Name
12) How satisfied are you with the quantity of the product?

Highly Satisfied
1
2
3
4
5
Highly dissatisfied
13) Would you recommend Bru coffee to others?
Yes
No
Maybe
Questionnaire link-
https://docs.google.com/forms/d/e/1FAIpQLSdwY2qnIXV3E-
LkWyUlCPppfUlCaEc874PwSivqRIxs4zPlyA/viewform?usp=sf_link

Nistha varma. Highly dissatisfied bru...

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