DEVI AHILYA VISHWAVIDYALAYA, INDORE MAJOR RESEARCH PROJECT On A study of working women’s perception towards branded tea and non branded tea --------------------------------------------------------------------------------- A Research Dissertation Submitted in Partial Fulfillment for the Award of the Degree of Masters of Business Administration (2009-2011) Submitted to: Submitted by: Prof. Neha Saxena Brajesh Kumar Padriya MBA IV SEM 1111202411 1
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DEVI AHILYA VISHWAVIDYALAYA, INDORE
MAJOR RESEARCH PROJECT
On
A study of working women’s perception towards branded tea
and non branded tea---------------------------------------------------------------------------------
A Research Dissertation Submitted in Partial Fulfillment for the
Award of the Degree of Masters of Business Administration
(2009-2011)
Submitted to: Submitted by:
Prof. Neha Saxena Brajesh Kumar PadriyaMBA IV SEM
1111202411
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CERTIFICATE FROM INTERNAL & EXTERNAL EXAMINER
This is to certify that “Brajesh Kumar Padriya” of MBA (Full Time) Semester IV in Sanghvi
Institute of Management and Science, Indore has carried out a Major Research Project titled “ A
study of working women’s perception towards branded tea and non branded tea”. The work done
by him/her is genuine and authentic.
The work carried out by the student was found satisfactory. We wish him/her all the success in
career.
Internal Examiner External Examiner
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CERTIFICATE FROM CHAIRPERSON & FACULTY GUIDE
This is to certify that “Brajesh Kumar Padriya” of MBA (Full Time) Semester IV in Sanghvi
Institute of Management and Science, Indore has carried out a Major Research Project titled “A
study of working women’s perception towards branded tea and non branded tea”.
The work carried out by the student was found satisfactory and it is as per the guidance of faculty
guide.
Signature of Chairperson Signature of Faculty Guide
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DECLARATION
I, “Brajesh Kumar Padriya”, a student of School of Management, Sanghvi Institute of
Management & Science, Indore, hereby declare that the work done by me to do the Major
Research Project titled “A study of working women’s perception towards branded tea and non
branded tea” is genuine and authentic.
Signature of the Student
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ACKNOWLEDGEMENT
I sincerely and religiously devote this folio to all the gem of persons who have openly or
silently left an ineradicable mark on this research so that they may be brought into consideration
and given their share of credit, which they genuinely and outstandingly deserve.
This expedition of research encountered many trials, troubles and tortures along the way. I
am essentially indebted to my guide “Prof. Neha Saxena” for this sweating learning experience.
He/She overlooked my faults and follies, constantly inspired and mentored via his proficient
direction. It was a privilege to work under his/her sincere guidance.
I express my thanks to Dr. Prashant Gupta, Director (MBA / PGDM.), Sanghvi Institute of
Management and Science, Indore for his considerate support whenever and wherever needed. I
honestly acknowledge the support provided by the Chairperson, Prof. Gaurav Singh. I express
my indebtedness to the management of Sanghvi Institute of Management and Science, for
inspiring us to grab and utilize this opportunity.
With profound sense of gratitude, I would like to truthfully thank a recognizable number of
individuals whom I have not mentioned here, but who have visibly or invisibly facilitated in
transforming this research into a success saga.
Above all, I would like to conscientiously thank the Omnipotent, Omnipresent and
Omniscient God for His priceless blessings!
Signature of Student
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TABLE OF CONTENT
S.NO. Chapter Page No.
1. Introduction 8
Introduction of tea
History of tea industry
Introduction of working women’s buying behavior
2. Review of Literature 20
3. Rationale of study and 27
4. objectives 28
5. Methodology 29
Research Design
Data Collection
Data Analysis Tools
Sampling Plan
6. Data Analysis & interpretation 37
7. Results & findings 49
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8. Limitations 50
9. Conclusion 51
10. References 52
11. Bibliography 53
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INTRODUCTION
TEA
Tea is the agricultural product of the leaves, leaf buds, and internodes of various cultivars and
sub-varieties of the Camellia sinensis plant, processed and cured using various methods. "Tea"
also refers to the aromatic beverage prepared from the cured leaves by combination with hot or
boiling water, and is the common name for the Camellia sinensis plant itself. After water, tea is
the most widely consumed beverage in the world. It has a cooling, slightly bitter, astringent
flavour which many enjoy.
The term herbal tea usually refers to infusions of fruit or herbs containing no actual tea, such as
rosehip tea or chamomile tea. Alternative terms for this are tisane or herbal infusion, both
bearing an implied contrast with tea. This article is concerned exclusively with preparations and
uses of the tea plant, Camellia sinensis, the Minnan word for which is the etymological origin of
the English word tea.
There are at least six varieties of tea: white, yellow, green, oolong, black, and post-fermented
teas of which the most commonly found on the market are white, green, oolong, and black. Some
varieties, such as traditional oolong tea and Pu-erh tea, a post-fermented tea, can be used
medicinally.
A tea's type is determined by the processing which it undergoes. Leaves of Camellia sinensis
soon begin to wilt and oxidize, if not dried quickly after picking. The leaves turn progressively
darker as their chlorophyll breaks down and tannins are released. This enzymatic oxidation
process, known as fermentation in the tea industry, is caused by the plant's intracellular enzymes
and causes the tea to darken. In tea processing, the darkening is stopped at a predetermined stage
by heating, which deactivates the enzymes responsible. In the production of black teas, the
halting of oxidization by heating is carried out simultaneously with drying.
Without careful moisture and temperature control during manufacture and packaging, the tea
may become unfit for consumption, due to the growth of undesired molds and bacteria. At
minimum it may alter the taste and make it undesirable.
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Type of tea
1. White tea: Wilted and unoxidized
2. Yellow tea: Unwilted and unoxidized, but allowed to yellow
3. Green tea: Unwilted and unoxidized
4. Oolong: Wilted, bruised, and partially oxidized
5. Black tea: Wilted, sometimes crushed, and fully oxidized
6. Post-fermented tea: Green tea that has been allowed to ferment/compost
Origin and history
Tea plants are native to East and South Asia and probably originated around the point of
confluence of the lands of northeast India, north Burma, southwest China, and Tibet. Although
tales exist in regards to the beginnings of tea being used as a beverage, no one is sure of its exact
origins. The usage of tea as a beverage was first recorded in China, with the earliest records of
tea consumption with records dating back to the 10th century BC. It was already a common drink
during Qin Dynasty (around 200 BC) and became widely popular during Tang Dynasty, when it
was spread to Korea and Japan. Trade of tea by the Chinese to Western nations in the 19th
century spread tea and the tea plant to numerous locations around the world.
Tea was imported to Europe during the Portuguese expansion of the 16th century, at which time
it was termed chá. In 1750, tea experts traveled from China to the Azores Islands, and planted
tea, along with jasmines and mallows, to give the tea aroma and distinction. Both green tea and
black tea continue to grow in the islands, that are the main supplier to continental Portugal.
Catherine of Braganza, wife of Charles II, took the tea habit to Great Britain around 1660, but it
was not until the 19th century Britain that tea became as widely consumed as it is today. In
Ireland, tea had become an everyday beverage for all levels of society by the late 19th century,
but it was first consumed as a luxury item on special occasion such as religious festivals, wakes,
as non working women. No two people are similar as physiological factors, cultural forces,
economic considerations, interpersonal relationships, personality, self-concept, and learning are
variables that shape goals and influence.
However consumers can be put into groups if they have similar characteristics, i.e. if they come
from the same social class, background, age, lifestyle. Working and non-working women can be
segmented in two separate groups. They are different because of many influences. Some are
external due their social environment. What they do with these social stimuli involves a
psychological process that differs from each other. These social influences and internal processes
may evolve into a decision by the consumer to make a purchase or not. (refer to table 1). (Engel
et al, 1968). As both groups possess different characteristics, it is necessary for marketers tounderstand that they will have different wants and needs.
2. Mr. Sachen Verma, Senior Vice President – Marketing of JV Gokal &
Co.Pvt Ltd
The Indian branded tea market is highly vibrant and full of challenges. This article looks at someof the interesting aspects constituting the branded tea market in India in the packed, tea bag and
flavored tea segments.
Branded tea market of India: not everybody’s cup of tea
India is a vast country of 1.2 billion populations spread out in 5000 plus towns and
6 lakh villages. It not only has a wide geographical spread but also has complex demographics,
which lead to varied regional taste preferences creating challenges for any tea marketer. At least
6 months understanding and planning of the markets from a macro perspective is required to plan
the market of any branded tea across India. Things are more difficult with most of the branded
tea retail market in India being highly unorganized and being catered through 2.5 million
grocery/kirana outlets.
Industry segmentation and players
Packet tea market is highly proliferated, matured market with more than 300 brands in the
country though dominated by HLL and Tata tea which have presence in all pack size and price
variants and jointly control a market share of 40 per cent of the packet tea industry. The next
major players – Duncan’s, Eveready, Goodricke,
GPI, Waghbakri, Girnar, Sapat, Dhunseri,Mohini, Society, Marvel etc. have strong regional
presence. In this segment there are 40 mid-size players having 80 brands among them. The
remaining market is far more fragmented and shared between numerous small players. Tata Tea
has Agni brand as key growth driver in the economy segment within packaged tea. Hindustan
Lever has brands such as Taj Mahal, Red Label,Taaza, A1 and 3 Roses, which are all popular.
While packet tea segment has more than 300 brands and is characterized by severe price
competition, the teabag segment is a product category, which is not a mass product yet. The
largest tea bag manufacturer in India which packs several of the leading tea bag brands –
Lipton, Taj Mahal, Tetley, Nestle, Double diamond etc estimates 7000 tons/annum as the tea bag
The product diversification strategy by big players in tea industry has also lead to pep
in flavoured tea production in last ten years. Tata Tea, Taj mahaland Twinings have
introduced flavoured teas in the market. The differentflavours that are available in Indian market
are that of ginger, cardamom, lemon, earl grey (with bergamot
essence), ashwaghandha, mulethi(yashtimadhu), and tulsi. On the other hand green teas sales
have picked up on health grounds. Though Indians are hard-core black tea consumers, their
interest in flavoured tea can be attributed to their curiosity to test new products and the change in
trend in consumption. Flavoured tea market in India is growing at the rate of 25 per cent
annually.
State No. of Household(in millions)
Branded Teapenetration per cent
Delhi 2.6 m 91 per cent
Ahmadabad 1.0 m 90 per cent
Bangalore 1.4 m 69 per cent
Chennai 1.4 m 72 per cent
Kolkata 2.9 m 20 per cent
Mumbai 3.7 m 72 per cent
Hyderabad 1.2 m 59 per cent
Pune 0.9 m 64 per cent
3. Chacko SM, Thambi PT, Kuttan R, Nishigaki I. Beneficial effects of green tea for
women: a literature review. Chinese Medicine. 2010;5:13-21.
Tea (Camellia sinensis, Theaceae), which is usually consumed as green (unfermented), black
(fully fermented), or Oolong (partially fermented) tea, is associated with many health benefits.The most significant beneficial effects have been reported with the consumption of green tea. 1
Among those health benefits are the risk reduction and prevention of several types of cancer and
prevention of cardiovascular diseases, as well as anti-inflammatory, antiarthritic, antibacterial,
antiangiogenic, antioxidative, antiviral, neuroprotective, and cholesterol-lowering effects. The
authors of this article researched the available literature to highlight the efficacy, mechanisms of
action, and adverse side effects of green tea and its constituent catechins.
Green tea is composed of proteins (15-20% dry weight), amino acids (1-4% dry weight),
carbohydrates (5-7% dry weight), minerals and trace elements (5% dry weight), and trace
amounts of lipids, sterols, vitamins, xanthic bases, pigments, and volatile compounds. The health
benefits of green tea are attributed primarily to its polyphenol content. Most of the polyphenols
are flavonols, commonly known as catechins (epicatechin, epigallocatechin, epicatechin-3-
gallate, and (-)-epigallocatechin-3-gallate [EGCG]).
For this review, the authors searched PubMed, EMBASE, AMED, and China Academic Journals
Full Text Database. They included articles about green tea’s health benefits in humans and
animals, absorption of metal ions and drug-metabolizing enzymes, antioxidation and inhibition
of oxidative stress, carbohydrate metabolism and diabetes mellitus, and adverse effects. The
authors selected 105 peerreviewed articles in English for this review.
(Swift 1765: 199)
Tea had been consumed by the working women’s classes since the eighteenth century, as is
indicated by a tract written in 1765 against the usage of tea, as it created much expense for the
kingdom in that it was, "...the common luxury of every chambermaid, sempstress andtradesman's wife, both in town and country...". However, tea did not become widely available
and affordable to the working classes until the middle to late nineteenth century. By the 1830's
tea was a necessary "luxury" for many of the working class
(Harrison 1971: 38).
The 1870's and 1880's marked the introduction of cheap black tea from Sri Lanka on the market
in Britain. This tied with the increase in trade due to the tea clipper ships that began in the 1830's
and 1840's, meant that the price of tea was relatively low. A new emphasis on morality included
a popular temperance movement in the middle of the nineteenth century, and the working classes
needed to find a cheap substitute for alcohol. Inexpensive tea arrived at exactly the right moment
After collecting the data from the various sources there is a need to data analysis andinterpretation. This data obtained from the various primary and secondary sources while doing
the study need to be analyze. This can be done with the help of various tables and charts.
For the purpose of the analyzing the data percentage has been calculated and this is shown with
the help of tables and charts.
Question 1:- what type of tea do you purchase?
Interpretation:-
According to this pie chart 89% working women prefer to purchase branded tea &remaining 11% purchase non branded tea.