The document summarizes the customer purchase process for tea. It involves the stages of need recognition through internal or external stimuli, information search through personal, commercial, public and experiential sources, evaluation of alternatives where different types and brands of tea are considered, purchase decision based on price, quality and type of tea, and finally post-purchase behavior where customer satisfaction and brand loyalty are important. The document also provides market research findings on tea consumption in India and segmentation of the tea market based on geographic, demographic, psychographic and behavioral factors. It discusses how different tea brands target and position themselves in the market.

1. TEA

2. CUSTOMER PURCHASE PROCESS
NEED RECOGNITION
INFORMATION SEARCH
EVALUATION OF
ALTERNATIVES
PURCHASE DECISION
POST PURCHASE
BEHAVIOR

3. NEED RECOGNITION
INTERNAL STIMULI:
Refreshment
Morning Kick
Addiction/ Habitual
EXTERNAL STIMULI:
Occasions
For Health Benefits

4. INFORMATION SEARCH
PERSONAL SOURCES
(Family, Friends, neighbours, etc.): Tea-parties
COMMERCIAL SOURCES
(Salespeople, websites, packaging, etc.): Tata
Global Beverages, HUL and Wagh Bakri have
highly informative and interactive websites

5. INFORMATION SEARCH
PUBLIC SOURCES (Mass media, Internet):
Strong advertisements on the television front by
all brands
EXPERIENTIAL SOURCES (handling, examining,
using the product)

6. EVALUATION OF ALTERNATIVES
In the market there are different types of tea
catering to various customer needs.
There are certain types of tea which are best in
aroma whereas some others have a superior
taste.
There are variants in the types of leaves used in
the making of tea

7. PURCHASE DECISION
After evaluating all the alternatives, one notices that
there are a variety of brands in the tea industry to
choose from
A customer can purchase a brand that best suits him
after taking the following elements into consideration:
Price
Quality
Type of tea, etc

8. PURCHASE DECISION
There are a variety of brands available in the market for
the customers to choose from

9. POST PURCHASE BEHAVIOUR
In the Tea Industry there is a high rate
of customer satisfaction
There is generally a good word of
mouth about the brand that a
customer uses
There is a high level of brand loyalty

10. MARKET RESEARCH
RESEARCH METHOD: Survey
SAMPLE SIZE: 60
SAMPLING UNIT: Household

11. DATA ANALYSIS AND FINDINGS
51 out of the 60 respondents are regular tea
drinkers
70
60
50
40
30
20
10
0
TEA COFFEE

12. DATA ANALYSIS AND FINDINGS
A) TOP OF MIND B) SECOND LEVEL
(On Second Recall)
BRAND PERCENT BRAND PERCENT
BROOKE BOND 80 GIRNAR 12
TATA TEA 62 WAGH BAKRI 9
SOCIETY 45

13. DATA ANALYSIS AND FINDINGS
CUSTOMER EXPECTATIONS:
70
These days
60 consumers are
50 becoming
increasingly
40
health conscious
30
so nutritional
20 value is another
10 expectation
0
AROMA TASTE COLOUR

14. EMERGING TRENDS
These days consumers are becoming increasingly health
conscious so they are now moving towards healthier
options like ‘herbal tea’
Teenagers prefer ‘ice tea’ over any other kind of tea
Tea is becoming popular with chefs and bar
tenders as tea can be used outside the cup as an
ingredient in dishes and drinks

15. SEGMENTATION
TARGETING
POSITIONING

16. SEGMENTATION
GEOGRAPHIC
• CLIMATE, REGION, CITY, ETC
DEMOGRAPHIC
• AGE, INCOME, ETC
PSYCHOGRAPHIC
• SOCIAL CLASS, LIFESTYLE, ETC
BEHAVIOURAL
• OCCASIONS, BENIFITS, ETC

17. SEGMENTATION
GEOGRAPHIC:
The type of tea all over India differs depending upon the region it
is cultivated in
Ex: Southern India: Dust Tea
Eastern India: Leaf Tea
Jammu & Kashmir: Kawa made up of traditional herbs
DEMOGRAPHIC:
Tea is generally consumed by the population which includes
adults and senior citizens
However, ice tea is reasonably in demand by the teenagers
and young adults

18. SEGMENTATION
PSYCHOGRAPHIC:
Tea consumed by people belonging to all classes of the society
irrespective of the social class, lifestyle
However, high priced tea like herbal tea, green tea is consumed
by the people belonging to the upper class and above
BEHAVIOURAL:
Some people might not be regular tea consumers but
during certain situations they wouldn’t mind consuming
tea. Ex: Tea-party, illness (ginger tea), etc.

19. TARGETING
According to the segmentation the various
players in the industry have targeted various
people through their products
Ex: 3 Roses (Brooke Bond) by HUL is sold more
in the southern parts of India wherein people
prefer dust tea. The sales of Wagh Bakri is more
in the western parts of India where the aroma
and taste is of a greater priority

20. POSITIONING
All the brands in the tea industry have a very strong position which is
firmly established in the mind of the consumers
TATA TEA BROOK BOND TAAZA
Strategy – Strategy-
Associating tea’s inherent quality Associating tea as an
to awake a person from his energizing drink which
slumber with social awakening gives women to go out and
work

21. Presented by
TANISHA BHANDARY (02)
ASAWARI CHIKALE (05)
LINNET DEVDAS (06)
DIVYA UNNIKRISHNAN (07)
DIVYA VIVEK (08)
RISHAD D’SOUZA (09)
MANSI GANGAR (10)

22. TOPIC: TEA (Stage 2)
SUBJECT: MARKETING AND
MANAGEMENT
UNDER THE GUIDANCE OF:
Prof. ROHIT BALAN