‘A STUDY ON CUSTOMER SATISFACTION OF

BRU AND NESCAFE – A COMPARATIVE

STUDY’
Project Report submitted to the University of Calicut in partial fulfillment

Of the requirements for the award of the Degree of

Bachelor of Commerce,

By
Name ANANNYA T T
(Reg. No: PGAUBCM033)

Under the guidance

Asst Prof. Kadambari P G

Post Graduate and Research Department of

Commerce
Panampilly Memorial Government College, Potta

Chalakudy-2023
 Under Graduate and Research Department of
Commerce
Panampilly Memorial Government College,
Potta, Chalakudy, 680722

Ref: B.Com/2023/Reg No .PGAUBCM033 Date: 31/03/2023

CERTIFICATE
This is to certify that this Project Report entitled ‘Customer satisfaction of bru and nescafe –
a comparative study’ is a bona-fide record of original work done independently by Ms.
ANANNYA T T (Reg.No:PGAUBCM033) under my supervision and guidance during the
year 2023 in partial fulfilment of the requirements for the award of the Degree of Bachelor of
Commerce of University of Calicut. It is also certified that she has not copied from any other
records of similar nature.

KADAMBARI P G

Assistant Professor of Commerce

Recommended for Submission:

 DECLARATION

I, ANANNYA T T , (Reg.No: PGPGAUBCM033) , Sixth semester B.Com student of

Panampilly Memorial Government College, Chalakudy, do hereby declare that this dissertation
entitled ‘CUSTOMER SATISFACTION OF BRU AND NESCAFE – A COMPARATIVE
STUDY’ submitted to the University of Calicut, in partial fulfilment of the requirements for the
award of the Degree of Bachelor of Commerce, is a record of original work done independently
by me under the supervision and guidance kadambari p g during the year 2023. It is also
certified that I have not copied from any other records of similar nature. It is further certified
that this has not been formed the basis for the award of any other degree, diploma, fellowship
or titles of similar nature.

Chalakudy, ANANNYA T T
31/03/2023. (Reg No: PGAUBCM033)
 Acknowledgement

It gives me immense pleasure to express my sincere love and obligation to all those
who have been helpful in making this project a reality. Right from the conceptualization of
the idea, till its end in the form of a record of this kind, there are many who have contributed
their ideas, knowledge, insights, thoughts and vision. There are still many who have kindled
my thoughts with constructive criticisms, timely interventions and sarcastic provocations.
Today, having finalized its work, I stand here with a heart full of satisfaction, gratitude and
sense of obligation to all those who have stretched their helping hand to shape this work to
success.
I remember with gratitude the contributions of my Project Guide and Asst Prof.
Kadambari P G, Department of Commerce for his inspiring guidance and supervision which
helped me to complete this project work successfully in time. I would like to thank respected
Principal Dr. (Prof).Jojomon N.A, and other staff members of the Post Graduate Department
of Commerce, friends & classmates for their valuable support and assistance extended to
accomplish the study in a meaningful way.

I take this opportunity to extend my immense thanks to the Managers and other staff
members for their helps and favors and constant support in its work. I express my thanks to
respondents who have helped me by providing the information needed for the study. I also
thank all others who have directly and indirectly helped me for completion of this work. Last
but not to the least I am also indebted to my parents, brother and friends and above all to the
God Almighty for his constant blessing showered on me during its preparation.

Chalakudy,

31/03/2023 ANANNYA T T
 Table of Contents

Chapter Page
Title
No. No.

I. Introduction

II. Review of Literature

III. Theoretical Framework

IV. Data Analysis and Interpretations

V. Findings, Suggestions and Conclusion

Bibliography

Appendix
List of Tables
Chapter No. Title Page No.

4.1 Gender classification of respondents

4.2 Annual income of respondents
4.3 Present favorite brand of respondents
4.4 Attracting factor of respondents to prefer coffee brand
4.5 Prefer mode of payment
4.6 Came to know about this brand
4.7 Longevity of brand usage
4.8.1 Satisfaction level on quality of the product
4.8.2 Satisfaction level on price of the product
4.8.3 Satisfaction level on price of the product
4.8.4 Satisfaction level on quantity of the product
4.8.5 Satisfaction level on availability in outlets
4.8.6 Satisfaction level on offers of the product
4.8.7 Satisfaction level on advertisement of the product
4.8.8 Satisfaction level on promotion of the product
4.8.9 Satisfaction level on packing of the product
4.9 Off take of the product
4.10 Health issues while using this brand
4.11 Utilization of customer care service
4.12 Using customer care service
4.13 Preferred places to drink coffee
4.14 Availability of the product
4.15 Suggestion of brand to others
4.16.1 The taste of the product is really good
4.16.2 The offers provided by the brand are acceptable
4.16.3 The promotional activities are acceptable
4.16.4 The packing of the product is attractive
4.16.5 The change adopted in this brand are acceptable
List of Tables
Chapter No. Title Page No.

4.1 Gender classification of respondents

4.2 Annual income of respondents
4.3 Present favorite brand of respondents
4.4 Attracting factor of respondents to prefer coffee brand
4.5 Prefer mode of payment
4.6 Came to know about this brand
4.7 Longevity of brand usage
4.8.1 Satisfaction level on quality of the product
4.8.2 Satisfaction level on price of the product
4.8.3 Satisfaction level on price of the product
4.8.4 Satisfaction level on quantity of the product
4.8.5 Satisfaction level on availability in outlets
4.8.6 Satisfaction level on offers of the product
4.8.7 Satisfaction level on advertisement of the product
4.8.8 Satisfaction level on promotion of the product
4.8.9 Satisfaction level on packing of the product
4.9 Off take of the product
4.10 Health issues while using this brand
4.11 Utilization of customer care service
4.12 Using customer care service
4.13 Preferred places to drink coffee
4.14 Availability of the product
4.15 Suggestion of brand to others
4.16.1 The taste of the product is really good
4.16.2 The offers provided by the brand are acceptable
4.16.3 The promotional activities are acceptable
4.16.4 The packing of the product is attractive
4.16.5 The change adopted in this brand are acceptable
 CHAPTER I

INTRODUCTION
 CHAPTER 1
1.1 INTRODUCTION

Coffee plantation India use traditional methods and cultivation .Coffee production is the
industrial process of converting the raw fruit of the coffee plant in to the finished coffee. Coffee
production is a major source of income, especially for developing countries where coffee is
grown. By adding value, processing the coffee locally, coffee farmers and countries can
increase the revenue from coffee. People most commonly drink coffee to increase mental
alertness. Coffee is also used for cancer, diabetes, heart disease, high blood pressure, dementia,
and many other conditions, but there is no good scientific evidence to support most of these
uses.

Consumer satisfaction plays a vital role in increasing the company‘s goodwill, sales volume
and profit. It is very important to every organizations to purchase product the customer will go
through a process of buying behavior. Consumer perception is a generic response to the brand
about its strength, weakness, opportunity and threat. It is primarily the belief of the consumer
on a particular brand or a product.

These are several coffee brands like BRU, Nescafe, Starbucks, Tata coffee, rage coffee, country
bean etc. Among them I am taking a comparative analysis on “BRU AND NESCAFE”. The
main difference between BRU and Nescafe is that BRU is an Indian product, Nescafe is an
international product, launched in 1938 in Switzerland and is available in many countries all
over the world.

Bru instant coffee was launched in 1968 and was India’s first coffee chicory mix instant coffee.
It has remained India’s no. 1 coffee brand since then. Bru coffee is one of the brands of
Hindustan Unilever (HUL) which pioneered the instant coffee category in 1969 in India
market. Initially, there were many coffee brands under HUL. Brands like Dilkush, deluxe,
green label, cafe and cafe gold and Bru instant but later HUL decided to aggregate all these
brands under the master brand Bru. Bru is one of the India‘s largest and Favorite coffee brand
that provides a wide range of Indian and international coffee products. Bru selects the best
coffee beans and roasts them fresh to serve consumers a cup of great aromatic and tasty coffee.

Nescafe is a brand of instant coffee made by nestle. The name is combination of words nestle
and cafe. Nestle is an international product. When the first launch of Nescafe in Switzerland
on 1st April 1938, it was predicted to be a huge success, but then 2 nd world war started in 1939.
During the war, Nescafe was staple in the food rations of the US forces, and they loved it.
Quick easy and delicious coffee. After the war Nescafe was exported to France, UK, US, and
the American troops became their brand ambassadors spreading their love of Nescafe during
rest of 1940s the popularity of Nescafe grew. Today Nescafe enjoyed in over 180 countries and
has become the world’s favorite coffee.

This study is carried out to know the consumer satisfaction and preference among
“BRU AND NESCAFE”.
1.2 STATEMENT OF THE PROBLEM
In current competitive scenario, the main aim of all companies are achieving the goal of higher
customer satisfaction. The project helps to study the customer satisfaction and preference of
various coffee brands among BRU AND NESCAFE at MATTATHUR GRAMA
PANCHAYATH. Difference consumers have different tastes so their satisfaction and
preference are different. There are many factors which influences the buying behavior of the
consumers. So this study mainly focuses on analyzing the brand perception of the consumer
with special reference to the brand- BRU AND NESCAFE.
The India exports over 70 percentage of its production. In 2021-22, the total exports recorded
a 42 percentage rise to US$ 1.04 billion from the previous year, in MARCH 2022, exports of
coffee were valued at US$ 114.7 million a 22 percentage growth from February 2022.
BRU AND NESCAFE are two brands of coffee popular in India. Bru is an Indian product,
while NESCAFE is not a strictly Indian product. Moreover, BRU is the second bestselling
coffee brand, the first being NESCAFE. Thus this is the main difference between BRU AND
NESCAFE.
BRU AND NESCAFE today, have an almost equal 35 percentage share each of the market for
coffee in the strangest rivalries in Indian business has been nearly 60 year-long battle for the
affections of the country’s coffee drinkers.

1.3 IMPORTANCE OF THE STUDY

The customer preference is changing day by day, which as lead to the increase in the
competition of difference brands in the market. So there will be a great competition among
various coffee brands for better production and more profit. This study reveals the consumers
which brand is more better these finding may help the service providers to copying up the
competitions in the market.
This paper measures a study on what factors consumers are deciding to buy
coffee products among BRU AND NESCAFE brands. BRU is an Indian product. NESCAFE
is an international product. This study helps to know which brand is more acceptable to the
consumers and it has its own importance in the present scenario.

1.4 SCOPE OF THE STUDY

The study is conducted to analyses the usage of BRU AND NESCAFE. The study aims to scan
the consumer preference among BRU AND NESCAFE IN MATTATHUR GRAMA
PANCHAYATH. 50 samples are collected conveniently for the study. The period of study is
…
 1.5 OBJECTIVES OF THE STUDY
The main objectives of the research is:
 To study the customer satisfaction for coffee.
 To evaluate the factors effecting the satisfaction.
 To compare the coffee brands bru and nescafe on different criteria.
 To understand the coffee drinking habits of the respondents.

1.6 RESEARCH METHODOLOGY

1.6.1 POPULATION

Population is taken in mattathur kunnu grama panchayath.

1.6.2 SAMPLE DESIGN
Descriptive research design is conducted for studying and analyzing customer satisfaction of
bru and Nescafe (comparative study) from the users of bru and nescafe at mattathur kunnu
grama panchayath
1.6.3 SAMPLING METHOD
Convenience sampling method is adopted for the collection of data of consumers.
1.6.4 SAMPLING SIZE
The sampling size of the study is 50 individuals from the users of bru and nescafe at
mattathur kunnu grama panchayath.
1.6.5 DATA COLLECTION
Both primary and secondary data through structured questionnaire. Secondary data collected
from books, websites.
1.6.6 TOOLS FOR ANALYSIS
Tools for analysis is to be taken percentage (%)
1.6.7 PERIOD OF STUDY
The period of the study is February 2023.
1.6.8 TOOLS FOR PRESENTATION
The major tools are used in the analysis process has been graphs, tables, and pie charts, etc.
for interpreting the data collected

1.7 LIMITATIONS
 Some of the information may refused to corporate with questionnaire.
 Information may not be accurate
 The information collected from the selected samples may not be taken conclusive.
 Opinion of the population as whole.
 1.8 CHAPTERIZATION
THE STUDY INCLUDE 5 CHAPTERS;
CHAPTER 1 - INTRODUCTION
CHAPTER 2 - REVIEW OF LITERATURE
CHAPTER 3 - THEORETICAL FRAME WORK
CHAPTER 4 - DATA ANALYSIS AND INTERPRETATION CHAPTER 5
– FINDINGS, SUGGESTIONS AND CONCLUSIONS.
 CHAPTER II
REVIEW OF LITERATURE
 CHAPTER 2
REVIEW OF LITERATURE
INTRODUCTION
Literature review is a comprehensive of previous research on a topic. It should give a
theoretical base for research and helps the author do determine the nature of the research. The
literature review acknowledge the work of previous researcher’s and in so doing, assures the
reader that work has been well conceived.
A comparative analysis, analysis the customer satisfaction and preference towards the coffee
brand and products: - BRU AND NESCAFE. There are several articles related with the same
topic and deckled their own findings. The below mentioned reviews commonly focused on the
affecting customer’s satisfaction and preference towards BRU AND NESCAFE brands. And
this study makes it different by trying to find out the most used coffee brands among the people
in a certain community.

 Tarun Jain, Reetesh Shukla, 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.
 Dr Savita Hanspal,(2010), Consumer Survey on Sustainable Tea & Coffee
consumption, The survey revealed that most consumers drank both tea & coffee but
men Consumed more tea and coffee as compared to women. The consumption of coffee
in cups per day was comparatively less than consumption of tea. The article survey
discovered that most consumers drank both tea & coffee but men consumed more tea
and coffee as compared to women. The consumption was usually less Than two cups
per day and rarely outdid four cups per day. The consumption of coffee in cups per day
was relatively less than consumption of tea. The largest consumers of tea and coffee
were found in the age group of 18-36 years, but the intake of both the beverages
declined with age. Consumption of tea & coffee was the maximum amongst those who
worked in the Private sector, professionals and students. The consumption of tea was
higher as compared to Consumption of coffee even amongst consumers reporting high
family incomes.
 Satish Y. Deodhar, Vivek Pandey, (2006), Degree of Instant Competition: Estimation
of Market Power in India’s Instant Coffee Market, states that the market is a Practical
duopoly of Nestlé and Hindustan Lever for decades. The companies have branded their
products and product differentiation exits. At the same time, however, Tata Coffee
seems to offer potential competition to the incumbents. In fact, instant coffee can be
considered as a part of a larger beverage market with numerous competing products.
The new competition policy of the Government of India that replaced MRTP, seeks to
promote competition to protect consumer interests and increase market efficiency. It
becomes imperious; therefore, that one knows the degree of competition in numerous
domestic industries. In fact, the degree of price diffusion between farmers and final
consumers also depends on the degree of competition in the processing sector.
 Eugene Jones, (2014), An Empirical Assessment of Consumers‟ Preferences for
Coffee, states that the purchased shares of coffee across the twelve categories show
inner-city shoppers more inclined to purchase lower-priced, private labels and instant
coffee. This research is rooted in the statement that inner-city shoppers have higher
levels of price-sensitivity for all brands, diversities, and categories of coffee.
Economics serves as the foundation for this premise and this researcher has confirmed
its validity for products such as cheese, cheese, breakfast cereals, milk, and orange
juice. Results from this study provide limited support for this principle, as nine of
twelve own-price elasticity’s showed inner-city shoppers to have price-sensitivity
levels statistically insignificant from those of suburban shoppers.
 Monirul I. & Han J. H., (2012), Perceived Quality and Attitude toward Tea & Coffee
by Consumers, states that the when consumers buy a product they normally consider
different types of attributes. The product examined in this research study was Coffee
and Tea. This paper focused on Korean consumers‟ attitudes toward Coffee vs. Tea.
Korean consumers had an overall more positive attitude toward Coffee over Tea. When
consumers buy a product they usually consider different types of traits which we saw
the same in case of drinks item also. The product inspected in this research study was
Coffee and Tea. This paper concentrated on Korean consumers‟ attitudes toward
Coffee vs. Tea. Korean consumers had a complete more positive attitude toward Coffee
over Tea. Findings from this study should support in filling the large knowledge
shortage that exists regarding Coffee and Tea research in marketing or business field.
 Satnam Kour Ubeja, Dhara Jain (2013), A Study of Consumers' Preference towards
Branded & Loose Tea: With Reference to Indore City, States that „Market brands that
have provided utilities and presented alternatives to consumers, manufacturer and
marketer must be evaluated accurately. Consumers before make a purchase decision
normally consider different types of attributes. Consumers had a positive attitude
towards respective preferred brand in the product class over the others. Finding from
this study assist in filling the substantial knowledge deficit that exists regarding tea
Research in marketing or business field. Market brands that have delivered utilities and
presented alternatives to consumers, manufacturer, and marketer must be estimated
accurately.
In addition, because of low per capita income and weakened distribution of income in
Indore, it is expected that the share of loose tea merchant will be increased in the future
in respect of Indore city.
 Eugene Jones, (2015), Consumer Preferences for Coffee: Hot and Wet, or Quality and
Flavor? States that the purchasing patterns and levels of price-sensitivity suggest
alternative marketing strategies for retailers. The article depicts the econometric model
which develops and estimates all the brands of coffee that are sold in the retail
supermarkets in Columbus, Ohio. Where the brands are segmented into 24 categories
which are further classified into four stores and two group. Using estimated results they
show the different purchasing patterns and different levels of price sensitivity for sub-
urban and inner city shoppers. Further for which they suggest alternative marketing
strategies for retailers. It also says that the private label coffee brands are competitive
with national brands, and command a market share which is more than double to that
of the nation.
 Amit Ahuja, (Feb5, 2016), The New Culture of coffee in India, states that the new cafe
culture compared with the traditional coffee bars of the southern states? The two venues
are really quite different: The traditional coffee bars offer standing room only, and the
idea is to drink up and make room for the next customer. With the new style of café,
the space is as important a product as the coffee itself, and a big reason for the success
of these businesses. Cafés are much more expensive than kaapi bars, but for the price
you also get a valuable “living” space where you can meet with friends and colleagues.
Perhaps the traditional coffee bars will find a way to adapt their delicious product to
this style of venue, offering the best of both worlds.
 Krystal D'Costa(August 11, 2011), The Culture of coffee Drinkers, states that the
newfound freedom to choose and the taste and discrimination he cultivates, have been
shaped by traders and marketers responding to a long-term decline in sales with a move
toward market segmentation along class and generational lines. This is not, of course,
to say we enter the market as mere automatons; clearly, they have and exercise choices,
and they (apparently) have more things to choose from than they once did. But they
exercise those choices in a world of structured relationships, and part of what those
relationships structure (or shape) is both the arena and the process of choice itself.
Coffees offer us a way to look at our relationship to the larger world and see that
sometimes our choices are not really our own, to think about how brands and larger
market forces can help create what appear to be stable icons in our lives. The 'me' that
we have come to emphasize may be less personal than we realize.
 Ramesh V Bhat (July-August 2005), Review of Coffee Quality / Safety Management
and Control in India, states that A series of measures are needed to be undertaken
mostly by the Coffee Board for improving the Quality and Safety of Coffee in totality.
The measures suggested include i) ensuring that farmers harvest correctly, traders don’t
buy wet coffee , curing works check quality of incoming lots, processors/ exporters have
GMP programme, adequate storage facilities are available ii) programmer to control
moisture throughout the coffee chain iii) prescribing limits for Ochratoxins in Coffee
under the PFA Act iv) organizing Awareness and training programmer for stockholders
v) Introducing mandatory and voluntary programs for regulation of coffee quality and
safety VI) Enforcing and assisting in enforcement of Food Safety/ Standardization Bill
as applicable to coffee. All stakeholders need to be involved in prevention, control and
participating in Codex matters.
 “Jacob Hantla (Handler, AZ United States) he made a research on Great Cappuccino!
Easy to Make, Fine-tune to your taste, on April 28, 2009 The cappuccino and the Latte
Macchiato are where the Dolce Gusto machine really shines. On the cappuccino, I get
a great cup of cappuccino with perfect foam, perfect flavor. I did not expect such quality
when I got the machine. The plain espresso &coffee lived up to those expectations; the
cappuccino and macchiato blew them away. I have begun to fine-tune the drink to my
flavor preference. A little less milk, a little more espresso for some extra strength. Or
for a little later in the afternoon, when I want a lighter beverage, I can do more milk
less espresso. I like the free that Dolce Gusto gives to make me feel like a barista and
have some control over my drink. The cost, since each beverage takes 2 pods, is about
a dollar a piece .A bargain, considering the great taste, convenience, and ease of
preparation.”
 “A. Kyle” researcher of USA had made research on AWASOME INSTANT COFFEEs
on December 31st, 2011. He find out in his research that coffee is only in the market
which can instantly prepared. There is no comparison for this product. It saves time.”
 “Greg Márquez (OC, California) has made a research on cappuccino delicious on
December 30, 2010. I have both a Dolce Gusto "Piccolo" machine, and the Tassimo
coffee maker. I have tried making cappuccinos on both machines, and by far I prefer
the Dolce Gusto. For my palate, it has a much more authentic cappuccino taste. I think
that this is because the Dolce Gusto machine uses a high pressure, 15 bar system and
the Tassimo does not. The Tassimo does make a delicious drip style coffee, especially
from the Starbucks selections. I generally do not like sweetened coffee drinks, and again
for me, the main difference between the Dolce Gusto "Cappuccino" and the "Skinny
Cappuccino" seems to be the sweetener added to the milk capsule of the regular
cappuccino. I really look forward to my daily Dolce Gusto Skinny Cappuccino and
highly recommend this product.”
 EddieE” (2011) from Geecheeland had made research on Amazon Verified Purchase.
In that he found that it has a very good flavor. Researcher has ratted this very well.
Researcher also research that when he need a cup and do not want to brew an entire pot
but want a I've gotten myself into while preparing the drink, and then push another few
seconds worth of espresso out of the capsule. Does this make a world of difference in
strength? I doubt it...but it gives me just that much darker of a drink and it makes me
feel like I'm getting the most bang for my buck.”
 “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,
and 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 nontraditional
markets. There is evidence that coffee consumption may have beneficial health effects.
Consumer’s beliefs in the health benefits of coffee are unclear. The study aimed at
analyzing consumer’s 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 Social 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 of instant coffee price and quality in consumer
preference and purchasing decision.
Results shows that the price 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 He Lee, Mark A Bonn,
Meehan 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 considered 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

RESEARCH GAP
From the available literature it is learn that most of the studies were conducted in the areas of an
empirical assessment of coffee, perceived quality towards tea and coffee by the consumers,
review of coffee quality/safety management and control in India etc. The study on customer
satisfaction on bru and nescafe- a comparative study seems to be very few.
From such studies it is understood that most of the studies are in other areas. A comparative study
of Bru and nescafe has not been done so far in Mattathur kunnu grama panchayath. Therefore,
this study deserves more importance.
 CHAPTER III
THEORETICAL FRAMEWORK
 CHAPTER 3
THEORETICAL FRAMEWORK
THEORETICAL FRAMEWORK
A conceptual framework is an analytical tool with several variations and contexts. It can be
applied in different categories of work where an overall picture is needed. It is used to make
conceptual distinctions and organize ideas. Strong conceptual framework capture something
real and do this is easy to remember and apply.

CUSTOMER
A customer is a person who buys goods and services regularly from the seller and pays for it
to satisfy their needs. Many times when a customer who buys a product is also the customer,
but sometimes when a customer who buys a product is also the customer, but sometimes it’s
not. For example… when parents purchase a product for their children, the parent day is the
customer and the children are the consumer. They are also known as clients or buyers.

CONSUMER
A consumer is someone who purchased the product his or her own needs and consume it. A
consumer cannot resell the goods or services but can consume it to end his or her livelihood
and self-employment. In simple words, the end-user of the goods or services is termed as a
consumer.
CUSTOMER SATISFACTION
Customer satisfaction measures how customers feel after using a product or obtaining a
particular service. Complaint handling, communication, customer expectations, convenience,
product value and product quality determine how satisfied clients are after purchasing a
commodity.
A brand improves its consumer satisfaction, when recognize the needs of its customers and
meets their requirements. Satisfied customers convey various advantages to a business,
including improving a business’s loyalty, trust, attracting more clients through word of mouth.
And enabling a firm to increase its sales.
Consumer perception is a marketing concept that encompasses a customer’s
impression, awareness, and consciousness about a company or its offering. It is typically
affected by advertising reviews, public relations, and social media. Personal experience and
other channels. The factors influencing the consumer perception includes; factors-family, roles
and status, reference group. Economic factors-size of family, disposable income, propensity to
consume, consumers credit. Cultural factors-age, occupation, life style, personality.
Physiological factors-basic needs.
IMPORTANCE OF CUSTOMER SATISFACTION
Customer satisfaction should main focus of an organization because customers drive business.
Collecting customer satisfaction data can help your company determine what is working well
with your product, and internal processes and what you need to improve or charge completely.
Customer satisfaction consists of a customer perceived quality, value and expectations of your
company and what you offer.
Great customer satisfaction and a high customer retention are strongly linked. Customer
retention powers sales and helps business maintain sustainability.
Every brands, no matter how successful, wants to improve customer satisfaction. To do that,
they need to define two things are;
 Who their customers are
 What it take to satisfy them.
Customers trusts recommendations from others and the look at the reviews before deciding to
convert with a business.
High satisfaction means a customers is more likely to recommend your business and leave a
positive review. Unhappy customers are unlikely to keeping buying from your brand. What’s
more they are highly likely to tell people about negative customer experiences through review,
social posts and word of mouth, which can damage your reputation.
Factors affecting customer satisfaction
 Accessibility
 Empathy
 Convenience
 Response time
 Choice
 Appreciation
 Languages
 Loyalty programs
 Simplicity
 Quality
 Community
COFFEE INDUSTRY
Coffee production is the industrial process of converting the raw fruit of the coffee plant into
the finished coffee. Nevertheless, it is not what one would call a processed product. The cherry
has the fruit or pulp removed leaving the seed or bean which is then dried. While all green
coffee is processed. The method that is used varies and can have a significant effect on the
flavor of roasted and brewed coffee. Coffee production is a major source of income especially
for developing countries where coffee is grown. By adding value, processing the coffee locally,
coffee farmers and countries can increase the revenue from coffee.
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 tones.
Coffee is grown in three of Indian with Karnataka, Kerala and Tamil Nadu forming the
traditional coffee growing region of India, following by new areas developed in the none-
traditional areas of Andhra Pradesh and Orissa in the eastern coast of the country and with a
third region comprising the states Assam, Mizoram,
Tripura, Nagaland and Arunachal Pradesh of northeastern India, popularly known as “seven
sister states of India”.

BRU
BRU Instant Coffee was launched in 1968 and was India’s first coffee- chicory mix instant
coffee. It has remained India’s No. 1 coffee brand since then. It is made from a fine blend of
the choicest plantation and Robusta beans. These coffee beans are first roasted to perfection
then our processes ensure that the fresh coffee aroma is preserved so that you get a rich coffee
taste beyond compare.
BRU Instant coffee can be used to make an aromatic cup of hot coffee and a refreshing glass
of cold coffee. With BRU Instant, you can now discover a great coffee experience with your
loved ones.
BRU Coffee is India's largest and favorite coffee brand that offers a wide variety of coffee
products. Since 1968, BRU has been a pioneer in bringing the authentic taste of coffee to Indian
consumers. The best coffee beans are selected from numerous coffee trails and freshly roasted
to serve a great cup of rich, irresistible coffee. BRU has four distinct offerings – BRU Instant
and BRU Gold in Instant coffee, BRU Green Label and BRU Select in Filter coffee. BRU with
love and blended with passion, BRU Coffee celebrates authenticity in coffee and relationships.
BRU comes under the banner of Brooke Bond Green Label. It has various products such as
BRU instant coffee, BRU Exotic, BRU Gold, BRU Select, BRU Roast and Ground. BRU
instant is India's first coffee-chicory mix instant coffee. BRU has four distinct offerings – BRU
Instant and BRU Gold in Instant coffee, BRU Green Label and BRU Select in Filter coffee
BRU has created and distributed a display of unique high-quality coffee blends since 1968. It
is an astounding 800crore instant coffee segment in India. From instant and conventional
coffees to a multiplicity of premixes, the rich aroma and exotic flavors of BRU coffees have
made it India’s number one coffee brand.
BRU’s market share as up to end of 2011 was 50.2% against Nescafe’s 49.2%. BRU-ad with
love and merged with passion to make a perfect coffee recipe, BRU Coffee lets you discover
the lovely moments of your life, with a flavor of happiness. Innovation in packaging was
another critical factor that aided BRU’s success.
The brand made the entry barrier low by launching small affordable SKUs. There are single
serve and large packs at different price points making the brand affordable .The brand although
is positioned as an aspirational brand is priced affordable thus making it a perfect example of
a Massive brand.
NESCAFE
Nescafé is a brand of instant coffee made by Nestlé. The name is a combination of the words
“nestle and “café”
Coffee specialist, Max Mergenthaler, was on a mission to create a delicious cup of coffee
simply by adding water. Max and his team worked hard to find a new way to make instant
coffee that would retain the coffee's natural flavor. In 1938, they found the answer, and
NESCAFÉ was born.
One of the world’s most loved and desired coffee brands- NESCAFÉ has made itself known to
as many as six generations! Be it our parents or us everyone has indulged into the experience of
having the red cup of hot coffee! It is a product older and hotter than the atomic bomb itself and
even pre dates modern inventions we use and use to use extensively and now is ruling the likes
of Twitter and Tumbler like a very hot scarlet vixen in the mindset of many generations.
The beginnings of NESCAFÉ can be traced all the way back to 1930 when the Brazilian
government first approached Nestlé to find a way to preserve its huge coffee surpluses and
using Nestlé’s expertise in milk processing to develop the instant coffee. The idea was to
produce a quality cup of coffee that could be made simply by adding water. Having developed a
way to make a quality cup of coffee simply by adding boiling water…Nescafe has been
successful in wading of competition successfully for more than 50 years of its presence in India.
It has been able to fend of major competition with launching very tastefully done commercials
over a period of time which aided in it grabbing more market share from its major competitor
BRU in instant coffee market. Apart from establishing numerous manufacturing units the
company has also gone a step ahead and installed many coffee machines in various public
places for its consumer to have ease of access and also to grab more market share. The company
has a record of selling almost 700m cups of hot and cold coffee per day. Enjoying almost a
monopoly status in the Indian coffee market, Nescafe accounts for 55% of the market share in
the Indian coffee.

COMPANY PROFILE
BRU
Parent company HUL
Category coffee
Sector food products
Tagline/slogan Bru se hoti he khushiyan shuru
USP India’s largest coffee brand
Founded 1968
Founder Bogdan krinitchko
Headquarters Mumbai
Area served world wide
Owner Ashish anand
Number of employees 51,200 employees
Revenue $ 29.6 million
Web site bru.com
Marketing mix of BRU coffee:
The 4ps of BRU instant coffee.
Products:
BRU coffee is leading brand in India and offers several varieties like:
 BRU lite
 BRU exotic
BRU cappuccino
 BRU gold
 BRU roast and ground
 BRU select
Promotion:
BRU coffee has established itself as a strong brand because of high advertising.
Such as:
 Television commercial advertisement
 Advertising campaigns
 Newspapers
 Print ads
 Public relation activity
Price:
BRU coffee has always maintained a reasonable pricing policy for its product that has resulted
in keeping affordable prices.
Place:
Availability:
 Retail stores
 Corporates and media houses
 BRU café world
Strength:
 Strong brand name
 Excellent advertising and visibility
 Good product distributed and availability
 Lots of flavors and varieties available
 Weakness:
 Coffee as a category still nascent in many countries like india
Opportunities:
 Tie-ups with corporate
 Cheaper packets for rural areas
Threats:
 Health conscious people avoiding coffee.

NESCAFE
Parent company Nestle
Category beverages
Sector food products
Tagline/slogan one Nescafe many coffee; good food good life
USP 100% pure instant coffee
Founded 1 April 1938
Founder max morgenthaler
Headquarters vevey,switzerland
Area served world wide
Owner nestle
Number of employees 291000
Revenue 147 billion
Web site nescafe.com

Marketing mix of Nescafe:

The 4p’s that make Nescafe’s marketing mix a success:
Products:
There are over 5000 different products within the Nescafe family. The following are a few brands
under the umbrella name:
 Nescafe original blend
 Nescafe classic
 Nescafe clasio
 Nescafe dolca
  Nescafe fine blend
 Nescafe black gold
 Nescafe blend 43
 Nescafe blend 37
 Nescafe decaff
And many more.
Promotion:
Nestle has used a number of advertising strategies throughout the years to make the product
Nescafe appealing.
Such as:
 Television commercials
 Advertising campaigns
 Newspaper/magazines
 Print ads
 Internet social networking sites
 Public relation activity
 Quantity discounts
 Etc.
Price:
Nestle has adopted the strategy of non-price competition. It ensures that traders don’t take
advantage and hike prices by maintaining uniform pricing for all its products, including
Nescafe. Different Nescafe brands come with different prices depending on how they are made.
Nescafe has estimated other cost factors such as labor and considered mass production in order
to reduce the price and make it more affordable in India. However, being one of the premium
brands it enjoys a high stature and acceptability at a relatively high cost than its nearest
competitors.

Place:
Nestle company follows the FMCG strategy of distribution. The two channels are;
 Manufacture –agents-distributers-retailers
 Manufacture-bulk buyers-consumers

Availability:
 Retail shops
 Malls
 Departmental stores
 Corporate and media house
Strength:
 Strong nestle brand name
 Excellent advertising and visibility
 Good product distribution and availability
 Lots of flavors and varieties available
Weakness:
 Health conscious avoid coffee as it contains caffeine
Opportunities:
 Tie-ups with corporate
 Cheaper packet for rural areas
Threat:
 Health conscious people avoid coffee.
 CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
4. DATA ANALYSIS AND INTERPRETATION
INTRODUCTION
The objective of this chapter is to make an analysis of “consumer satisfaction of bru and
nescafe”. Frequency, percentage, mean, standard deviation, etc… are used for proper
conclusion. The analysis made with the help of convenient sampling method like questionnaire.

TABLE 4.1
GENDER CLASSIFICATION OF RESPONDENTS
Year No of respondents Percentage
Male 20 60%
Female 30 40%
Total 50 100%

FIGURE 4.1

GENDER

40%

60%

female male

Interpretation: - From the table 4.1 and figure 4.1 represent gender classification of
respondents. In this 40% are male and 60% people are female.
 TABLE 4.2
ANNUAL INCOME OF RESPONDENTS
Family Income No of respondents Percentage
Below 10000 25 50%
10000-20000 9 18%
20000-50000 10 20%
Above 100000 6 12%

FIGURE 4.2

FAMILY INCOME

12%

20%
50%

18%

below 10000 10000-20000 20000-50000 above 100000

Interpretation: - Table 4.2 and figure 4.2 shows the family income of respondents.50% are
below 10000,18% are between 10000-20000,20% are between 20000-50000 and 12% of
respondents are above 100000.
 TABLE 4.3
PRESENT FAVORITE COFFEE BRAND OF RESPONDENTS
Coffee brand No of respondents Percentage
Bru 33 66%
Nescafe 17 34%

FIGURE 4.3

FAVORITE COFFEE BRAND

70%

60%

50%

40%

30%

20%

10%

0%
Bru nescafe
Coffee brand

Interpretation: - The table 4.3 and figure 4.3 shows the favorite coffee brand of
responents.66% people are using bru and 34% people are using nescafe.so most of the people
are using bru comparing with nescafe.
 TABLE 4.4
ATTRACTING FACTOR OF RESPONDENTS TO PREFER COFFEE
BRAND
Particulars No of respondents Percentage (%)
Taste 33 66%
Quality 14 28%
Quantity 2 4%
price 1 2%

FIGURE 4.4

ATTRACTING FACTOR
70%

60%

50%

40%
(%)

66%
30%

20%
28%
10%

4% 2%
0%
taste quality quantity price

Interpretation: - from the table 4.8 and figure 4.8, taste is the most attracting factor which
prefer customer to by this brand. 28% users attracted to the quality of the product, 4%
respondents attracted to the quantity of the product and remaining 2% of respondents attracted
to the price of the product.
 TABLE 4.5
PREFER MODE OF PAYMENT

Particulars No of respondents Percentage

Online 10 20%
Offline 40 80%

FIGURE 4.5

MODE OF PAYMENT
90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
online offline

Interpretation: - Table 4.5 and figure 4.5 shows that most of customers preferred offline
mode of payment. Only 10 responded for online mode of payment.
 TABLE 4.6
CAME TO KNOW ABOUT THIS BRAND
Particulars No of respondents Percentage
Television 23 46%
Social media 13 26%
Friends 12 24%
Newspaper 2 4%

FIGURE 4.6

50%

45%

40%

35%

30%
(%)

25%
46%
20%

15%
26% 24%
10%

5%
4%
0%
television social media friends news paper

Interpretation: - from the table 4.6 and figure 4.6 we can say that 46% of the customers came
to know about this brand through television. 26% through social media, 24% through friends
and remaining 4% from newspaper.
 TABLE 4.7
LONGEVITY OF THE BRAND USAGE
Particulars No of respondents Percentage
Less than 6 months 9 18%
1-3 years 18 36%
More than 4 years 23 46%

FIGURE 4.7

LONGEVITY OF THE BRAND USAGE

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
less than 6 months 1-3 years more than 4 years

Interpretation: - from the table 4.7 and figure 4.7 we can understand that 46% of the
customers are using this brand for more than 4 years, 36% of customers are using this brand for
1-3 years and remaining 18% are less than 3 years users.
SATISFACTION LEVEL OF RESPONDENTS
TABLE 4.8.1
SATISFACTION LEVEL ON QUALITY OF THE PRODUCT
Particulars No of respondents Percentage
Highly dissatisfied 5 10%
Dissatisfied 0 -
Neutral 5 10%
Satisfied 22 44%
Highly satisfied 18 36%

FIGURE 4.8.1

QUALITY
25

20

15

10

0
Highly Dissatisfied Neutral Satisfied Highly satisfied
dissatisfied

Interpretation: - Table 4.8.1 and Figure 4.8.1 shows that 44% of the respondents are satisfied
with the quality of the brand, 36% of the respondents are highly satisfied with the quality of
the product and remaining 10% of the respondents have neutral opinion about the quality of
the product.
 TABLE 4.8.2
SATISFACTION LEVEL ON PRICE OF THE PRODUCT
particulars No of respondents Percentage
Highly dissatisfied 6 12%
Dissatisfied 6 12%
Neutral 12 24%
Satisfied 16 32%
Highly satisfied 10 20%

FIGURE 4.8.2

PRICE
18
16
14
12
10
8
6
4
2
0
Highly
Dissatisfied Neutral Satisfied Highly satisfied
dissatisfied

Interpretation: - Table 4.8.2 and Figure 4.8.2 shows that 32% of the respondents are satisfied
with the price of the product. 24% of respondents have neutral opinion about the price of the
product, 20% of the respondents are highly satisfied with price of the product and remaining
12% of respondents are highly dissatisfied with the price of the product.
 TABLE 4.8.3
SATISFACTION LEVEL ON QUANTITY OF THE PRODUCT
particulars No of respondents Percentage
Highly dissatisfied 6 12%
Dissatisfied 6 12%
Neutral 11 22%
Satisfied 20 40%
Highly satisfied 7 14%

FIGURE 4.8.3

QUANTITY
25

20

15

10

0
Highly Dissatisfied Neutral Satisfied Highly satisfied
dissatisfied

Interpretation: - The table 4.8.3 and figure 4.8.3 shows that 40% of respondents satisfied
with the quantity of the product, 22% of respondents have neutral opinion about the quantity
of the product, 14% of respondents are highly satisfied with the quantity of the product and
12% of respondents are dissatisfied and high with the quantity of the product.
 TABLE 4.8.4
SATISFACTION LEVEL ON AVAILABILITY IN OUTLETS
Particulars No of respondents Percentage
Highly dissatisfied 5 10%
Dissatisfied 3 6%
Neutral 13 26%
Satisfied 22 44%
Highly satisfied 7 14%

FIGURE 4.8.4

AVAILABILITY IN OUTLETS
25

20

15

10

0
Highly Dissatisfied Neutral Satisfied Highly satisfied
dissatisfied

Interpretation:-The table 4.8.4 and figure 4.8.4 shows that 44% of respondents are satisfied
with the availability in outlets of the product, 26% of respondents have neutral opinion, 14%
of respondents are highly satisfied, 10% of respondents are highly dissatisfied with the
availability in outlets of the product and remaining 6% of respondents are dissatisfied with the
availability in outlets of the product.
 TABLE 4.8.5
SATISFACTION LEVEL ON OFFERS OF THE PRODUCT
Particulars No of respondents Percentage
Highly dissatisfied 4 8%
Dissatisfied 5 10%
Neutral 18 36%
Satisfied 18 36%
Highly satisfied 5 10%

FIGURE 4.8.5

OFFERS
20
18
16
14
12
10
8
6
4
2
0
Highly
dissatisfied Dissatisfied Neutral Satisfied Highly satisfied

Interpretation: - The table 4.8.5 and figure 4.8.5 shows that 36% of respondents are highly
satisfied with offers of the product, also 36% of respondents have neutral opinion about the
offers of the product, 10% of respondents are highly satisfied and dissatisfied with the offers
of the product and remaining 8% of the respondents are highly dissatisfied with the offers of
the product.
 TABLE 4.8.6
SATISFACTION LEVEL ON ADVERTISMENT OF THE PRODCUT
Particulars No of respondents Percentage
Highly dissatisfied 5 10%
Dissatisfied 2 4%
Neutral 10 20%
Satisfied 19 38%
Highly satisfied 14 28%

FIGURE 4.8.6

ADVERTISMENT
20
18
16
14
12
10
8
6
4
2
0
Highly Dissatisfied Neutral Satisfied Highly satisfied
dissatisfied

Interpretation: - Table 4.8.6 and figure 4.8.6 show that 38% of respondents are satisfied with
the advertisement of the product, 28% of respondents are highly satisfied, 20% of respondents
have neutral opinion about the advertisement of the product, 10% of respondents are highly
dissatisfied and remaining 4% of respondents are dissatisfied with the advertisement.
 TABLE 4.8.7
SATISFACTION LEVEL ON PROMOTION OF THE PRODUCT
Particulars No of respondents Percentage
Highly dissatisfied 4 8%
Dissatisfied 2 4%
Neutral 10 20%
Satisfied 20 40%
Highly satisfied 14 28%

FIGURE 4.8.7

PROMOTION
25

20

15

10

0
Highly Dissatisfied Neutral Satisfied Highly satisfied
dissatisfied

Interpretation: - The table 4.8.7 and figure 4.8.7 shows that 40% of the respondents are
satisfied with the promotional activities of the product, 28% of the respondents are highly
satisfied, 20% of the respondents have neutral opinion, 8% of the respondents are highly
dissatisfied and remaining 4% of the respondents are dissatisfied with the promotional
activities of the product.
 TABLE 4.8.8
SATISFACTION LEVEL ON PACKING OF THE PRODUCT
Particulars No of respondents Percentage
Highly dissatisfied 5 10%
Dissatisfied 1 2%
Neutral 7 14%
Satisfied 19 38%
Highly satisfied 18 36%

FIGURE 4.8.8

PACKING
20
18
16
14
12
10
8
6
4
2
0
Highly Dissatisfied Neutral Satisfied Highly satisfied
dissatisfied

Interpretation: - The table 4.8.8 and figure 4.8.8 38% of respondents are satisfied with the
packaging of the product, 36% are highly satisfied, 14% respondents have neutral opinion, 10%
are highly dissatisfied and remaining 2% are dissatisfied with the packaging of the product.
 TABLE 4.9
OFF TAKE OF THE PRODUCT
Particulars No of respondents Percentage
Daily 15 30%
Weekly 29 58%
Monthly 6 12%

FIGURE 4.9

OFF TAKE OF THE PRODUCT

35

30

25

20

15

10

0
Daily Weekly Monthly

Interpretation:- from the table 4.9 and figure 4.9 ,we can say that off take of the products by
the users weekly, where as 30% daily and 12 % monthly.
 TABLE 4.10
HEALTH ISSUES WHILE USING THIS BRAND
Particulars No of respondents Percentage
Yes 1 2%
No 40 80%
Not aware 9 18%

FIGURE 4.10

HEALTH ISSUES
45
40
35
30
25
20
15
10
5
0
Yes No Not aware

Interpretation: - the table 4.10 and figure 4.10 shows that majority of the respondents do not
face any health issues from this product, 2% of respondents are faced health issue while using
this product and some are not aware about the problem.
 TABLE 4.11
UTILIZATION OF CUSTOMER CARE SERVICE
Particulars No of respondents Percentage
Yes 5 10%
No 45 90%

FIGURE 4.11

CUSTOMER CARE SERVICE

Yes No

Interpretation:-the table 4.11 and figure 4.11 observed that 10% of respondents utilize
customer care service of this brand.
 TABLE 4.12
USING CUSTOMER CARE SERVICE
Particulars No of respondents Percentage
Never 42 84%
Whenever I have major 7 14%
complaints
Whenever I have minor 1 2%
complaints

FIGURE 4.12

USING CUSTOMER CARE SERVICE

45
40
35
30
25
20
15
10
5
0
Never Whenever I have Whenever I have
major minor
complaints complaints

Interpretation: - The table 4.12 and figure 4.12 represent 84% of the respondents never
utilized customer care service wherever 14% complaints only on major issues and the
remaining 2 % during minor complaints.
 TABLE 4.13
PREFERRED PLACES TO DRINK COFFEE
Particulars No of respondents Percentage
At home 34 68%
In café 12 24%
Roadside 4 8%

FIGURE 4.13

40

35

30

25

20

15

10

0
At home In café Roadside

Interpretation: - The table 4.13 and figure 4.13 show that 68% respondents drink coffee at
home.24% at café and remaining 8% respondents drink coffee at roadside.
 TABLE 4.14
AVAILABILITY OF THE PRODUCT
Particulars No of respondents Percentage
Easily available 49 98%
Difficult to approach 1 2%

FIGURE 4.14

AVAILABILITY OF THE PRODUCT

60

50

40

30

20

10

0
Easily available Difficult to approach

Interpretation: - from the table 4.14 and figure 4.14 most of the respondents says that the
product is easily available.
 TABLE 4.15
SUGGESTION OF BRAND TO OTHERS
Particulars No of respondents Percentage
Yes 46 92%
No 4 8%

FIGURE 4.15

SUGGESTION TO OTHERS

Yes No

Interpretation: - from the table 4.15 and figure 4.15 we can understand 92% of the
respondents are ready to suggest this brand to others.
 TABLE 4.16.1
TASTE OF PRODUCT IS REALLY GOOD
Particulars No of respondents Percentage
Strongly disagree 4 8%
Disagree 0 -
Neutral 7 14%
Agree 16 32%
Strongly agree 23 46%

FIGURE 4.16.1

25

20

15

10

0
Strongly disagree Disagree Neutral Agree Strongly agree

Interpretation:- The table 4.16.1 and figure 14.16.1 shows that 46% respondents are strongly
agree with the statement the taste of the product is really good.32% respondents are agree with
the statement ,14% respondents have neutral opinion about the statement and remaining 8%
respondents are strongly disagree with the statement.
 TABLE 4.16.2
THE OFFERS PROVIDED BY THE BRAND ARE ACCEPTABLE
Particulars No of respondents Percentage
Highly disagree 2 4%
Disagree 2 4%
Neutral 23 46%
Agree 15 30%
Highly agree 8 16%

FIGURE 4.16.2

25

20

15

10

0
Highly disagree Disagree Neutral Agree Disagree

Interpretation:- The table 4.16.2 and figure 4.16.2 shows that 16% respondents are highly
agree with the statement the offers provided by the brand are acceptable.30% are agree,46% of
respondents have neutral opinion about this statement and remaining 4% respondents are
disagree and agree.
 TABLE 4.16.3
THE PROMOTIONAL ACTIVITIES ARE APPLICABLE
Particulars No of respondents Percentage
Highly disagree 2 4%
Disagree 2 4%
Neutral 17 34%
Agree 17 34%
Highly agree 12 24%

FIGURE 4.16.3

18

16

14

12

10

0
Highly disagree Disagree Neutral Agree Highly agree

Interpretation:-The table 4.16.3 and figure 4.16.3 show that 24% respondents are highly agree
with the statement the promotional activities are applicable.34% are agree and neutral and 4%
of respondents are highly agree and agree.
 TABLE 4.16.4
THE PACKING OF THE PRODUCT IS ATTRACTIVE
Particulars No of respondents Percentage
Highly disagree 2 4%
Disagree 1 2%
Neutral 11 22%
Agree 23 46%
Highly agree 13 26%

FIGURE 4.16.4
25

20

15

10

0
Highly disagree Disagree Neutral Agree Highly agree

Interpretation:-The table 4.16.4 and figure 4.16.4 shows that 46% of respondents are agree
with the statement the packing of the product is attractive.26% are highly agree,22% of
respondents have neutral opinion ,4% of respondents are highly disagree and 2% of
respondents are disagree with the statement.
 TABLE 4.16.5
THE CHANGE ADOPTED IN THIS BRAND ARE APPLICABLE
Particulars No of respondents Percentage
Highly disagree 2 4%
Disagree 2 4%
Neutral 12 24%
Agree 26 46%
Highly agree 8 16%

FIGURE 4.16.5

30

25

20

15

10

0
Highly disagree Disagree Neutral Agree Highly agree

Interpretation:- The table 4.16.5 and figure 4.16.5 shows that 46% of respondents are agree
with the statement the changes adopted in this brand are applicable.24% have neutral
opinon,16% are highly agree and remaining 4% of respondents are highly agree and disagree
with the statement.

CONCLUSION
Considering the objective of the study, analysis is completed with the help of collected data.
The findings, suggestion and conclusion will be narrated in the next chapter.
 CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS
 The data collected from 50 individuals at mattahur kunnu grama panchayath.
 In this survey, 40% of respondents are male and 60% of respondents are female
 50% of the respondents have an annual income of less than 10000.
 Majority of the respondent’s (66%) favorite coffee brand is bru.
 Most of the respondents (46%) get the information about their brand from television.
 According to this survey majority of the customers preferred offline mode of payment.
 The respondents are highly satisfied with the quality of the product.
 The taste and quality of the product are main factors which attracted the customers to
buy this brand.
 The respondents are also satisfied with the price, quantity, availability in outlets,
promotional activities and packaging of the product.
 Majority of the respondents (46%) are using particular for more than 4 years.
 Majority of the respondents (58%) preferred to drink coffee at home. Few respondents
preferred to drink coffee at café and roadside.
 Most of the respondents off take of the product is weekly.
 Most of the respondents are satisfied with their brand and they don’t face any health
issues while using product.
 From the survey, majority of the respondents are not utilize the customer care service.
 The product their brand are not complaint free, but majority of the customers has no
complaints.
 Majority (78%) of the respondents are agreeing with the taste of the product.
 Majority (58%) of the respondents are agreed with the promotional activities of the
brand.
 Majority (72%) of the respondents are agreeing with the packing of the product.
 Majority (68%) of the respondents are agreeing with the changes adopted by the brand.
 Majority (46%0of the respondents are agreeing with the offers of the product.
 The opinion of most of the respondents about the product, is easily available.
 Most of the customers (92%) are ready to recommend this particular brand to others.
 Attributes of the brand like experience, value and purchase experience have its own
importance for making the purchase decision.
 Majority of the consumers of this brand showing brand loyalty towards a particular
brand.
5.2 SUGGESTIONS

FOR NESCAFE:

 When compared to Bru, Nescafe is doing well when it comes to T.V commercial
advertising, it can work on improving their social media advertising on Facebook and
Twitter, and it can make its Print Ads more attractive in order to grab the attention of
its customers. Pricing should be designed based on the quantity offered. The product
needs to be made more easily available as we see that the customers easily switch
between brands due to non-availably of the product.
 Compared to bru, nescafe is very expensive. Make it affordable for the common people.
 Bru is available in the market in small packets. But Nescafe is not available in small
packets. If such small packets are launched in the market, the sales of the
product will be higher.
 Nescafe is a global brand, it is easily available in the metropolitan cities but, it's not
much aware in the rural part of India as a result of this Nescafe should increase their
awareness campaign towards rural customers.

FOR BRU:
 Bru is been more successful when compared to the nescafe according to our study, but
we also see that Nescafe is a close competitor of Bru, hence bru can innovate and work
on R&D in order to improve Quality and fluctuate its price for the quantity offered.
 Though Bru is leading brand compared to Nescafe according to our study, still Nescafe
is the close competitor. Because nescafe is a global brand, Bru can think over in
updating packaging design and quantity. Since they are competing with global product.
 5.3 CONCLUSION
When customers buy a product they normally consider different types of attributes which we saw
during are research study. The products examined in this research study were Nescafe and Bru
offered by Nestle and Hindustan Unilever Limited (HUL) respectively. This paper focused on
“a customer satisfaction of bru and nescafe- a comparative study”. The study conducted has
given an overview of the customer satisfaction of bru and nescafe – A comparative study
among mattathur kunnu grama panchayath.
Respondents had an overall positive attitude and preference towards their respective preferred
brand of coffee.
According to this research 33 respondents out of 50 respondents prefers bru, and 13 of them prefer
nescafe. One reason is that people mostly like Bru because its brand name, quality, taste and
importantly its easily available. Price and Advertisements are also very important factors that
influence to choose their preferred brand of coffee.
The customer preference changing day by day. Which as lead to the increase in the competition of
different brand in the market. So there will be great competition among the coffe brands bru and
nescafe.
From this study we can understand which brand is more acceptable to the customers and the
reasons for their acceptances.
BIBLOGRAPHY
BOOKS
 Philip Kotler, K. L. (2006). Promotional management, A South Asian Perspection
 G. Deepak Chawla, Research Methodology
 Customer satisfaction research management, Derek.R.Allen
 Measuring customer satisfaction and loyalty, Bob.E. Hayes
 Satisfaction: a behavioral perspective on the consumer, Richard .L.Oliver

ARTICLES
 Eugene Jones, An Empirical Assessment of Consumers' Preferences for Coffee, Journal
of Food Distribution Research Volume 45 Issue 2 (2014)
 Montrul I. & Han J. H., Perceived Quality and Attitude Toward Tea & Coffee by
Consumers, International Journal of Business Research and Management (UBRM),
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 Satnam Kour Ubeja, Dhara Jain, A Study of Consumers' Preference towards Branded
& Loose Tea: With Reference to Indore City, Pacific Business Review International,
Volumn o, Issue 5, (Nov 2013)
 Tarun Jain, Reetesh Shukla, Branded Coffee market in India
 Dr Savita Hanspal, Consumer Survey on Sustainable Tea & Coffee Consumption,
partners in Change, (2010)
 Satish Y. Deodhar, Vivek Pandey, Degree of Instant Competition: Estimation of
Market Power in India's Instant Coffee Market, Indian Institute of Management
Ahmedabad India (2006)
 Eugene Jones, Consumer Preferences for Coffee: Hot and Wet, or Quality and Flavor?,
(2015)
 Amit Ahuja, The New Culture of coffee in India,(Feb5,2016)
 Krystal D'Costa, The Culture of coffee Drinkers, (August 11, 2011)
 Ramesh V Bhat, Review of Coffee Quality / Safety Management and Control In India,
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WEBSITES:
 www.shodhganga.inflibnet.ac.in
 www.googlescholar.com
 www.wikipedia.com
 www.universityofcalicut.info
 www.rbi.org
 www.sebi.gov.in
 www.moneycontrol.com
APPENDIX