Brand Admiring Of Nescafe

“To study the positioning and brand admiring of Nescafe”.

‘The positioning and brand admiration of the Nescafe’ is the dependent variable, in which variances are taken place due to the following independent variables: 1. Quality 2. Taste 3. Price If we talk about the quality, the low quality of coffee will develop a negative perception among the consumers that will result in a decreasing demand. Price is another important independent variable that can affect consumers’ demand. Since the price of Nescafe is high as compared to other brands, therefore, the lower class people are not been able to consume Nescafe. It reveals that the high will be the price, the more decline in consumption and people will start preferring other brands which are less expensive. The co-ordination of taste and quality increases the loyalty and sales of the brand. Therefore, taste can also influence the positioning and admiration level of Nescafe. Fluctuating quality and varying taste can compel consumers to give up use of it.

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QUALITY

POSITIONING

&

TASTE

ADMIRING DEPENDENT VARIABLE

PRICE INDEPENDENT VARIABLE

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Following statement or hypothesis can be drawn from the theoretical framework of the formulated theory: 1.

If the quality is increased, then more people as compare to other brands will prefer the Nescafe.

2.

Taste has great influence to take attention of consumers to buy Nescafe.

3.

The high price of the product will decrease the interest of the consumers.

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1.

PURPOSE OF THE STUDY:

The nature of the study is exploratory since some facts are known but only some information is required to form theoretical framework by observation and questionnaire, and further the study goes beyond the exploratory to hypothesis testing. 2.

STUDY SETTING:

The study is carried out in natural environment and hence it is carried out in noncontrived setting. 3.

UNIT OF ANALYSIS:

Unit of analysis is individual because the data is gathered from individuals. 4.

SAMPLING DESIGN:

The data were not collected from a particular field of people rather it has been gathered from the cross section of the society. A sample of 40 people was taken for the purpose of study. 5.

TIME HORIZON:

In this case study the data is gathered once over a period of the day so that is why this study is cross-sectional study or one-shot study. 6.

TYPE OF INVESTIGATION:

It’s a co-relational study as it is delineating the important variables associated with the problem. 7.

EXTENT OF THE INTERFERENCES:

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The interference is minimal because the data is collected from individuals outside organization buyers, its not disturbing the normal activities of organization as well as consumers. 8.

DATA COLLECTION:

The data is collected by questionnaire.

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Date:

PROBLEM STATEMENT “TO STUDY THE POSITIONING AND BRAND ADMIRING OF NESCAFE” 1.

AGE: 20-35 36-50 Over 50

2.

GENDER: Male Female

3.

DO YOU PREFER COFFEE INSTEAD OF TEA? Yes No Sometimes

4.

YOU GIVE PREFERENCE TO COFFEE, BECAUSE IT: Makes you feel refreshed Remains dizzies Warms you up

5.

DO YOU USE NESCAFE?

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Daily Occasionally Only in winters

6.

IS NESCAFE AVAILABLE AT? Every general store Super stores Selected/Big stores

7.

WHAT FACTORS CAN COMPEL YOU TO GIVE UP USE OF NESCAFE? It contains high ratio of Caffeine It is harmful for blood pressure It is very costly

8.

YOU LIKE NESCAFE DUE TO: Its quality Its unique taste Its popularity

9.

WOULD YOU LIKE USING OTHER BRANDS INSTEAD OF NESCAFE? No If another brand is low priced

10. WHAT Advertised IS YOUR broadly RANKING ABOUT THE OVERALL PRODUCT STATUS OF NESCAFE?

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Good Better Best

11. BEING A NESCAFE CONSUMER, YOU ARE… Fully satisfied

Fairly satisfied Not satisfied

12. COMMENTS:

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1. AGE Frequency

Percent

20-35

23

57.5

36-50

8

20.0

Over 50

9

22.5

Total

40

100.0

AGE 30

20

Frequency

10

0 20-35

36-50

Over 50

AGE

ANALYSIS: The above schedule and graph reveal that 23 (57.5%) out of 40 respondents were from age group of 20-35 years. The remaining respondents were above 36 years and so on.

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2. GENDER

Frequency

Percent

Male

21

52.5

Female

19

47.5

Total

40

100.0

GENDER 30

20

Frequency

10

0 Male

Female

GENDER

ANALYSIS: The above statistics show that the proportion of male and female respondents is almost equal. However, further analysis demonstrates that coffee is more popular in Females as compare to Male since the majority of female respondents prefer to consume coffee on a regular basis.

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3. DO YOU PREFER COFFEE INSTEAD OF TEA? Frequency

Percent

Yes

15

37.5

No

10

25.0

Sometimes

15

37.5

Total

40

100.0

PREFER 16 14 12 10 8 6

Frequency

4 2 0 Yes

No

Sometimes

PREFER

ANALYSIS: The table and graph reveal that 15 (37.5%) respondents prefer to use coffee instead of tea. These 15 respondents belong to the age group of 20-35 years as there is general trend of drinking coffee in our young generation. However, 10 (25%) respondents do not prefer to consume coffee.

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4. YOU GIVE PREFERENCE TO COFFEE, BECAUSE IT:

Frequency

Percent

Makes you feel refreshed

20

50.0

Remove dizziness

9

22.5

Warms you up

11

27.5

Total

40

100.0

REASON 30

20

Frequency

10

0 Makes you feel refre

Remove dizziness

Warms you up

REASON

ANALYSIS: The above statistics reveal that majority of respondents are agreed upon the fact the coffee make them feel refreshed. Besides this, few respondents prefer to use coffee since it warm them up especially in winters.

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5. DO YOU USE NESCAFE?

Frequency

Percent

4

10.0

Occasionally

18

45.0

Only in winters

18

45.0

Total

40

100.0

Daily

USAGE 20

Frequency

10

0 Daily

Occasionally

Only in w inters

USAGE

ANALYSIS: The above table and graph show that 45% of respondents occasionally use Nescafe and another 45% drink Nescafe only in winters.

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6. IS NESCAFE AVAILABLE AT?

Every general store

Frequency 23

Percent 57.5

Super stores

14

35.0

Selected/Big stores

3

7.5

Total

40

100.0

AVAILABL 30

20

Frequency

10

0 Every general store

Super stores

Selected/Big stores

AVAILABL

ANALYSIS: The above information is focused on the distribution of Nescafe. Majority of respondents are of view that Nescafe is easily available on every general store.

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7.

WHAT FACTORS CAN COMPEL YOU TO GIVE UP USE OF NESCAFE? Frequency

Percent

It contains high ratio of caffeine

13

32.5

It is harmful for blood pressure

22

55.0

It is very costly

5

12.5

Total

40

100.0

FACTORS 30

20

Frequency

10

0 It contains high rat

It is harmful for bl

It is very costly

FACTORS

ANALYSIS: According to 13 (32.5%) respondents, Nescafe contains high ratio of caffeine and for this reason they can give up use of it. Another factor which can compel majority of our respondents is that Nescafe or any other coffee is harmful for blood pressure and it must not be consumed by heart patients.

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8. YOU LIKE NESCAFE DUE TO?

Frequency

Percent

14

35.0

Its unique taste

22

55.0

Its popularity

4

10.0

Total

40

100.0

Its quality

LIKING 30

20

Frequency

10

0 Its quality

Its unique taste

Its popularity

LIKING

ANALYSIS: According to 35% respondents, they prefer to use Nescafe due to its superior quality. However, majority of the respondents use Nescafe due to its unique taste which ensures that every cup is a delicious part of their day.

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9. WOULD YOU LIKE USING OTHER BRANDS INSTEAD OF NESCAFE? Frequency

Percent

No

20

50.0

If another brand is low priced

12

30.0

Advertised broadly

8

20.0

Total

40

100.0

BRANDS 30

20

Frequency

10

0 No

If another brand is

Advertised broadly

BRANDS

ANALYSIS: The above statistics reveal that 50% respondents are strictly brand loyal and would not use another brand instead of Nescafe. Besides the majority vote, 30% respondents would change their brand if another brand is low priced.

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10. WHAT IS YOUR RANKING ABOUT THE OVERALL PRODUCT STATUS OF NESCAFE?

Frequency

Percent

Good

6

15.0

Better

18

45.0

Best

16

40.0

Total

40

100.0

RANKING 20

Frequency

10

0 Good

Better

Best

RANKING

ANALYSIS: The above schedule and graph reveal that 6 (15%) respondents ranked Nescafe as a ‘Good’ product, 18 (45%) respondents in majority ranked that Nescafe is ‘Better’ than other brands available in the market. Finally, 16 (40%) respondents ranked Nescafe as the ‘Best’ coffee brand.

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11. BEING A NESCAFE CONSUMER, YOU ARE…

Frequency

Percent

Fully satisfied

27

67.5

Fairly satisfied

11

27.5

Not satisfied

2

5.0

Total

40

100.0

CONSUMER 30

20

Frequency

10

0 Fully satisfied

Fairly satisfied

Not satisfied

CONSUMER

ANALYSIS: The above statistics show that the majority of 67.5% respondents, being Nescafe consumers, are fully satisfied of Nescafe. Apart from the majority opinion, 27.5% consumers are fairly satisfied of it.

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“AGE v/s USAGE Cross Tabulation” USAGE

AGE

Total

11

Only in winters 11

23

2

4

2

8

1

3

5

9

4

18

18

40

Daily

Occasionally

20-35

1

36-50 Over 50 Total

12

10

8

6

USAGE

4

Daily

Count

2 Occasionally 0

Only in w inters 20-35

36-50

Over 50

AGE

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“GENDER v/s PREFERENCE Cross Tabulation”

PREFER

GENDER

Total

Yes

No

Sometimes

Male

11

3

7

21

Femal e

4

7

8

19

15

10

15

40

Total

12

10

8

6

PREFER Yes

Count

4

No 2

Sometimes Male

Female

GENDER

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“LIKING v/s CONSUMER SATISFACTION Cross Tabulation”

CONSUMER

LIKING

Total

Fully satisfied

Fairly satisfied

Not satisfied

Its quality

7

6

1

14

Its unique taste

18

3

1

22

Its popularity

2

2

27

11

Total

4 2

20

10

CONSUMER

Count

Fully satisfied Fairly satisfied 0

Not satisfied Its quality

Its unique taste

LIKING

25

Its popularity

40

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TEST # 1 Ho: 50% or more consumers like Nescafe due to its taste and quality. HA: 50% or fewer consumers like Nescafe due to its taste and quality. LIKING Its quality, and taste. More Fewer Total 1.

2.

HO :

P ≥ 0.5

HA:

P ≤ 0.5

CONSUMER 36 4 40

Confidence Level X = 0.05 Correspondingly: Zx = 1.64

3.

Estimated Standard Error Sx = √{p (1 – P)}/ (n – 1) Sx = √{0.5 (0.5)} / (40 – 1) Sx = 0.08

4.

X = XP 40 (0.5) = 20

5.

Critical Value P = Zx (Sx)

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Proportion% 0.9 0.1 1.0

= 1.64 * 0.08 = 0.63 6.

Observed Value = 0.1

RESULT Since the observed value is less than critical value so we accept the null hypothesis and conclude that 50% or more consumers like Nescafe due to its taste and quality.

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TEST # 2 Ho: 50% or more people ranked the product as good and best. HA: 50% or less people ranked the product as good and best. RANKING As good and best

PEOPLE 18 22 40

Less More

Total 1.

2.

HO :

P ≥ 0.5

HA :

P ≤ 0.5

Confidence Level X = 0.05 Correspondingly: Zx = 1.64

3.

Estimated Standard Error Sx =√ {p (1 – P)}/ (n – 1) Sx = √{0.5 (0.5)} / (40 – 1) Sx = 0.08

4.

X = XP 40 (0.5) = 20

5.

Critical Value P = Zx (Sx) = 1.64 * 0.08

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Proportion% 0.45 0.55 1.0

= 0.63 6.

Observed Value = 0.45

RESULT Since the observed value is less than critical value so we accept the null hypothesis and conclude that 50% or more people ranked the product as good and best.

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Nescafe is known for its high quality and consumer satisfaction. It’s a mature and highly uses product, prefer by people on the bases of its unique taste and quality. The experience of conducting this research was very hard and time taking for me yet found to be very interesting and knowledgeable. The research is equally useful for both the producers of the brand as well as consumers and a cross section of the society.

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