BRM Report PGDM'10

8/9/2019 BRM Report PGDM'10

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1 Group 5/BRM/ Final Report/ Section D/IMT-N/2009-11

IMT NagpurPGDM 2009-2011

Feasibility of a Tea Experience Retail in Nagpur

Final Report

Date of Submission: 26th March, 2010

Group: 5

Section: D

Submitted By:

Satyam Joshi 2009223

Rahul Thakur 2009206

Sarita Bhutani 2009222

Rani Treasa Joseph 2009209

Revati Naik 2009211

Sampath R 2009253


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CONTENTS:

1. Introduction.32. Research Methodology83. Questionnaire Design .124. Data Analysis.. .16Annexure 1 .32

Annexure 2... .35

Bibliography .38


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Introduction

Contents:

1. Introduction2.

Problem to be studied3. Background of the problem

4. Research gap identified from past research5. Relevance of the studyoutcome of the research project6. Limitations of the study


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1. IntroductionThe world's largest producer of tea, India is a country where tea is popular all over as a breakfast

and evening drink. It is often served with milk and sugar, and is sometimes even scented with

spices.

A research on the tea consumption behavior is highly significant since in a culture of mainstream

commercialism where a retail tea outlet has the scope of turning into the next happening

teenage hangout. A specific research on the attitudinal and perceptive study of a tea experience

provider in Nagpur provides a replicable model for many Tier 1 and Tier 2 cities. Further, the

concept of a tea experience stall or a tea hangout is not well conceived as of now, as compared

to that of Caf Coffee day, Barista or any other caf chains around the country - despite the fact

that India is the world's largest tea-drinking nation.

2. Problem to be studiedTo check the feasibility of the idea of a tea junction that provides an exclusive tea experience in

Nagpur.

3. Background of the problem3.1. Scope

The scope of the research will include identifying the feasibility of an exclusive tea

experience at a tea junction.

The problem statement as mentioned above cites an opportunity that can be exploredsuccessfully especially in an as yet untapped market like Nagpur. However for the

success of this Agro processing venture, extensive and systematic research regarding the

possible existence of a demand and the viability of the idea is a must. The process must

begin with the question: is it feasible to make this product, will it possibly attractrepeated visits from a Customer, can we make money from such a venture and, if so,

how much?

Without market research there is a risk that consumers might not need or want theproduct, or might not like it or the way it is packaged and presented.


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3.2. Market ResearchIt will focus on the following aspects:

Secondary research for retrieving the existing product details and consumer attitudes tothose products

Primary research involving questions to identify the opinions and expectations which would involve a perceptional and attitudinal study of the respondents regarding the

attractiveness of the idea among these prospective customers.

3.3. Market Trend The world's largest producer of tea, India is a country where tea is popular all over as a

breakfast and evening drink where per capita consumption of tea is almost 701 grams(2008 Tea Board of India) and is very popular amongst all sections of the Indian

society.

Furthermore in a recent study commissioned by the Tea Board of India, Maharashtra hasemerged as the Indian state that consumes the most tea.

In such a scenario of a definitive demand, research on the viability of setting up a teajunction is worth an extensive study.

4. Research gap identified from past researchExisting Research data related to Tea retail were identified as following, quoting its major sources:

Source 1:

1. Yearly Production and area wise consumption of Tea

2. Tea and Health

3. National Tea Research Foundation (NTRF) on biotechnical aspects of tea

4. Tea Research Association on distribution channels

5. DTR & DC on Net work program on automation and integration in manufacture of tea.

6. Development of technology for product diversification and value added items in tea.


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Source 2

1. Database of tea types, qualities and content

2. Research on Development of technology for product diversification and value added

items of tea: namely, like: Tea tablets of different taste and flavor, canned tea (soft drinks)

from different sources developed for commercialization, flavored instant tea, Herbal tea,

decaffeinated tea, Confectionary items like tea toffee and candy, tea biscuits, tea cakes.

3. Categorization of tea on the basis of its flavor % by weight of Vanillin, Cardamom,

Ginger, Bergamot, Lemon, Cinnamon, Mixture of flavors.

Source 3:

1. Current Retail, Total, Food service Sales of Tea: by % Volume, Growth, by Sector,Distribution Format and by Rural-Urban %.

2. Forecasted Retail, Total, Food service Sales of Tea: by % Volume, Growth, by Sector,Distribution Format and by Rural-Urban %

3. Penetration of Private Label by Sector 2004-2008Source 4:

1.

Consumption growth, Tea drinking population growth, price, global demand, Domesticdemand-supply Per capita consumption growth.

2. Industry structure, Size of the industry, Industry segmentation, Industry characteristics,Products and process, Product classification and Market classification.

3. Domestic branded tea market - Growth in the packaged tea market, Key brands, Playermarket shares, Player strategies in the branded tea market.

The historical research has the followinggaps which this project proposes to address:

1. Taste preferences of the Indian consumer of Tea in a Tiered 2 city like Nagpur2. Attitudinal and perceptive study of the Nagpur Respondent on the different flavors/

product varieties proposed to be offered

3. Attitudinal and perceptive study of the Nagpur Respondent on the tea experienceproposed to be offered


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5. Relevance of the studyoutcome of the research projectThe main objective of the study is to gauge the feasibility of a tea boutique in Nagpur. The research

would concentrate on various aspects as listed below

To identify the expectations of the Respondent s with regard to the product which wouldgive us a lead on the kind of products to develop

To evaluate the different options available in developing the product. Data regarding the various segments of the market based on the demographic characteristics Establish the attitude of the Respondent s towards different varieties of tea across different

sectors of the Respondent s.

This research data can be used by the retailers to develop their products and position their products

across segments based on the demographics and various psychographic characteristics.

6. Limitations of the studyThe following are the Limitations of the Study:

1. Lack of disciplinary knowledge:The attitudinal and perception study which is proposed to be conducted would require high

level of disciplinary knowledge of the psychological aspects of human attitude andperception

2. Time:Considering the magnitude of the research which can be carried out in the project, a time

period of 3 months is considerably short for deriving an extensive study outcome.

3. Budgetary constraints:Gathering and processing data can be very expensive.

4. Reliability of the data:The value of any research findings depend critically on the accuracy of the data collected.

Data quality can be compromised via a number of potential routes, e.g., leading questions,

unrepresentative samples, biased interviewers etc.


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Research Methodology

Contents:

1. Research methods2. Sampling plan3. Measurement scales4. Hypothesis


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1. Research methods:

1.1. Exploratory Research TechniqueExploratory research is basically used when there is relatively limited amount of knowledgeabout the given research topic. In this case, the introduction of a tea junction is a new

concept, hitherto unexplored in Nagpur. The data got will mostly be from secondary sources

regarding similar outlets in different parts of the country. Therefore the exploratory research will

aid in diagnosing the situation, screening product alternatives and go a long way in discovering

new ideas about peoples perceptions regarding the tea junction.

The following are the exploratory research methods identified:

1.1.1. Primary Data Collection Technique:i. Pilot Survey

This technique involves data collection in the form of a questionnaire from a pilot/small

group of respondents. The questionnaire includes both open-ended as well as close-

ended questions in order to glean/extract information regarding the respondents

perception of a tea experience, their preferences, likes and dislikes with regard to the

topic under research.

Advantages of using Surveys:

i. They are relatively inexpensive (especially self-administered surveys)- Can becarried out at different tea shops or in front of CCDs or coffee house.

ii. Consequently, very large samples are feasible, making the results statisticallysignificant even when analyzing multiple variables. Like the attitude towards

the theme of opening such a tea junction, how they will like it to be etc.

iii. Standardized questions make accurate measurements possibleiv. Usually, high reliability is easy to obtain and relatively lower response error

1.1.2. Secondary Data Collection technique


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The secondary data like the annual tea consumption, varieties of tea and their quality,

health benefits and the state wise production can be obtained from the website of Tea

Board of India. This is especially useful in clarifying issues in the early stages and

providing a platform for further research.

2. Sampling planSampling Technique:

Convenience Sampling:

In Nagpur the nearby colleges or malls will give us a good amount of respondents. The

researcher using such a sample cannot scientifically make generalizations about the total

population from this sample because it would not be representative enough. Howeverthis type of sampling is most useful for pilot testing where we can get good response

rates from individual passers-by and relatively more accurate and complete responses to

the questionnaire.

3. Measurement scalesScaling Technique

- Nominal ScaleNominal scale is used for the demographic and Hang out pattern questions

- Likert ScaleHere a statement is made and the respondents indicate their degree of agreement or

disagreement on a five point scale. Once the attributes have been identified a batch of

samples would be prepared and the group would be asked to rate the samples individually.

This method will help in identifying the attitude of the consumers towards the individual

samples and a balanced scale would be chosen for the group to rate the samples on.Depending on the ratings we can identify those samples which are preferred the most. We

can also gauge the attitude towards the samples across different sectors which could be later

used to position the product across different segments. The likert scale is most effective in

extracting information related the respondent perceptions.


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4. HypothesisThe following is the Hypothesis to be studied:

Hypothesis:There exists a significant positive attitude and perception for the Respondent s of

Nagpur towards the idea of an exclusive tea experience.

Significance: Will Prove/disprove that the consumers of Nagpur favor the idea of a tea

junction provide an exclusive tea experience.


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Questionnaire Design

Contents:

1. Preliminary Decisions2. Design3. Response format4. Question Sequence


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Questionnaire Design

The questions emphasized on the feasibility, and being an exploratory pilot survey, it had to

accommodate a considerable number of descriptive questions.

1. Preliminary Decisions:a. Objectives:The questionnaire is framed around 4 sub- objectives of the main feasibility

objective, which are:

1. To obtain the demographics to obtain the respondent profiling2. To obtain the current Hangout Place pattern of the respondents3. To obtain the Attitude towards the different features offered at the tea junction4. To obtain the perceptions about the exclusive tea experience

b. Target respondents:College students and Mall goersc. Method of communication:Email survey, Personal: Mall Intercept

2. Design:a. Question ContentPart 1: Demographics

S. No. Question Significance(s)

1 Name Identification of the respondent

2 Gender Demographics of the respondent

3 Income Demographics of the respondent

4 Profession Demographics of the respondent

5 Marital Status Demographics of the respondent

Part 2: Hang-Out pattern


1

Awareness of the

concept

The Profile of respondent

- Whether aware of the concept

-Whether has a preconception of the idea

-Whether has experienced the concept previously

2Time spend in a tea

hangout venue

Hangout pattern of the respondent


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3Amount spend in a

tea hangout venue


4With whom the visit

happens


Part 3:Attitude towards the features offered


4Importance of 12

listed feature

Provides the attitude of the respondents towards the

importance of the features mentioned

5Importance of 4 add-

on features

Provides the attitude of the respondents towards the

importance of the features mentioned

6Amount spend in a

tea hangout venue


Part 4: Perceptions about the exclusive tea experience


7

Chances that the

respondent becomes

a regular visitor

The overall perception of the customers about the new

idea

8

Few words that occur

at the thought of an

exclusive tea

experience

Direct Perception evaluation.

Thoughts and different perceptions created in the mind

of the Respondent

9

Difference of the new

concept from the

previously existing

ones


Thoughts and different perceptions created in the mind

of the Respondent

Expectations of the Respondent

10Least favored aspect

about the concept


Thoughts and negative perceptions created in the mind


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of the Respondent

11

Most favored aspect

about the concept


Thoughts and Positive perceptions created in the mind

of the Respondent

12Adjectives on

Different Tea Types

Perception about specific products

3. Response formatPart 1: DemographicsFill in the blanks/ Multiple Choice

Part 2: Hang-Out pattern- Multiple Choice

Part 4: Perceptions about the exclusive tea experienceLikert Rating Scale

Part 3:Attitude towards the features offeredDescriptive

4. Question SequenceThe sequence of the questions is in the order of increasing complication.

Demographics (direct answers) > Hang out pattern (current information) > Perceptions (Thought

creating, but rating scale) > Attitude (Full thought mapping through Descriptive questions)


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Data Analysis

Content:

1. Current Hang out Pattern Analysis2. Perception Analysis: Feasibility of the New Idea3. Perception Analysis: Significant Features(factors) of the New idea4. Attitude Analysis : General5. Attitude Towards The Kind Of Items Planned To Offer


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1. Current Hang out Pattern AnalysisCross Tab Analysis

Correspondence analysis is a descriptive/exploratory technique designed to analyze simple two-

way and multi-way tables containing some measure of correspondence between the rows and

columns.

The cross tab is evaluated on the basis of:: Pearson Chi-square. This tests the statistical

significance. A chi-square probability of .05 or less is interpreted as a justification for rejecting

the null hypothesis that the row variable is unrelated to the column variable.

In all the following tables, we see that the value of Pearsons coefficient is high, the value of df

(degree of freedom) low and the 2-sided significance level below 0.05.

This implies that there is a high association between the following survey items.(The below given test results are the ones where the significance has been tested and has come p > 0.05)

1.1. Analysisof Cross Tabulationa. GenderTimeCount

Time

Total1.00 2.00 3.00 4.00

Gender Male 6 30 27 6 69

Female 6 9 21 9 45

Total 12 39 48 15 114

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 7.958a 3 .047

Likelihood Ratio 8.195 3 .042

Linear-by-Linear Association 2.448 1 .118

N of Valid Cases 114

Here, we observe that majority of males(30) would like to spend 15-30

minutes while majority of females(21) would like to spend 30-60 minutes

at a tea junction.


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b. Rs SpentTimeCount

Time

Total1.00 2.00 3.00 4.00

RsSpent 1.00 12 18 6 3 39

2.00 0 18 24 12 54

3.00 0 3 18 0 21

Total 12 39 48 15 114

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)Pearson Chi-Square 50.341a 6 .000


Linear-by-Linear

Association

19.525 1 .000


People willing to spend up to Rs 50 per visit, would stay for 15-30

minutes. People willing to spend send above Rs 50 would stay for 30-60

minutes. This probably implies that the duration of time spent is

positively related to the amount of money people will spend.

c. RsSpentPrevAwarenessCount

PrevAwareness

Total1.00 2.00

RsSpent 1.00 15 24 39

2.00 33 21 54

3.00 18 3 21

Total 66 48 1

Chi-Square Tests


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Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 12.938a 2 .002


Linear-by-Linear Association 12.814 1 .000


Here we see that people who are previously aware of a similar concept are willing to

spend more.

2. Perception Analysis: Feasibility of the New IdeaOne-Way ANOVA

Descriptive Statistics of the Total Data:

Age N MeanStd.

DeviationStd.

Error

95% ConfidenceInterval for Mean

Minimum MaximumLowerBound

UpperBound

50 16 3.1250 1.02470 0.25617 2.5790 3.6710 1.00 5.00 Total 114 3.5263 1.04932 0.09828 3.3316 3.7210 1.00 5.00

This table shows the age of the respondents and their perceptions about importance of menu

pricing, the number of respondents corresponding to the age, the mean and standard deviation of

the responses. The responses range from a value of 1-5, where 1-least important; 2-not so

important; 3-neutral; 4- important; 5-most important. This table shows that the age-group 36-50

considers the menu pricing as least important and the age group greater than 50 years

a. ANOVASum ofSquares df

MeanSquare F Sig.

Between Groups 10.852 4 2.713 2.604 0.040


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Within Groups 113.569 109 1.042

Total 124.421 113

The Sig value or P-value less than 0.05 signify that the Null hypothesis is rejected in this case againand hence the factor or independent variable Age has significant impact on the dependent variable

Importance of Menu pricing.

b. MANOVAIndependent Variable: Question 7, Probability of becoming a regular customer

Dependent variables: Question 8, Ratings of the features

Table: Feasibility (factor)

Other variables (dependent variable)

Sum ofSquares df

MeanSquare F Sig. Interpretation

Importanceof Service

BetweenGroups

19.934 4 4.984 8.726 0.000Sig


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GoodAmbience

BetweenGroups

14.481 4 3.620 3.925 0.005Sig


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3. Perception Analysis: Significant Features(factors) of the New ideaFactor Analysis

Factor Analysis: Round 1

(Note:NOT using Communalities to select Factors, using component Matrix)

Variable Key

Variable Name Variable Description

ImpQofServ Importance of Quality of Service

ImpHygiene Importance of Hygiene

ImpPromptServ Importance of Promptness of Service

ImpStaff Importance of Professionalism and friendliness of Staff

ImpQofFood Importance of the Quality of Food

ImpAmbience Importance of the Ambience

ImpSeating Importance of the Interiors and seating

ImpMenupricing Importance of Menu Pricing

ImpVarietyTea Importance of Variety of Tea

ImpVarietySnacks Importance of Variety of Snacks

ImpLocation Importance of Location

ImpAddOns Importance of Add-ons

Analysis Table 1: Descriptive Statistics

Variable Name Mean Std. Dev N Interpretation

ImpQofServ 4.4474 .85282 114 Mean is Close to Important

ImpHygiene 4.6316 .93376 114 Mean is Close toVery Important

ImpPromptServ 3.8684 1.03491 114 Mean is Close to Important

ImpStaff 3.7895 .92625 114 Mean is Close to Important

ImpQofFood 4.7105 .76104 114 Mean is Close toVery Important

ImpAmbience 3.8684 1.00893 114 Mean is Close to Important

ImpSeating 3.6842 1.00719 114 Mean is Close to Important

ImpMenupricing 3.5263 1.04932 114 Mean is Close to No difference

ImpVarietyTea 3.7105 1.10288 114 Mean is Close to Important

ImpVarietySnacks 3.4737 .99743 114 Mean is Close to No difference


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ImpLocation 3.4474 .99638 114 Mean is Close to No difference

ImpAddOns 2.9737 1.22987 114 Mean is Close to No difference

Analysis Table 2: KMO and Bartlett's Test

Interpretation

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .782 >than 0.5, sample adequate

Bartlett's Test of

Sphericity

Approx. Chi-Square 825.914

Df 66

Sig. .000


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2 1.447 12.061 59.605 1.447 12.061 59.605

3 1.070 8.920 68.525 1.070 8.920 68.525

4 .896 7.469 75.995

5 .756 6.297 82.292 Interpretation:

6 .548 4.570 86.861 3

7 .476 3.968 90.829 Components

8 .327 2.725 93.554 For Factors

9 .285 2.375 95.929 Generated

10 .226 1.887 97.817

11 .181 1.510 99.327

12 .081 .673 100.000

Analysis Table 4: Component MatrixComponent

Selection of Factors1 2 3

ImpQofServ .728 -.174 .387 Component> .7, Selected

ImpHygiene .771 -.405 .139 Component> .7, Selected

ImpPromptServ .573 -.412 -.140 Component .7, Selected

ImpQofFood .808 -.268 .305 Component> .7, Selected

ImpAmbience .775 .103 -.354 Component> .7, Selected

ImpSeating .771 .112 -.266 Component> .7, Selected

ImpMenupricing .468 -.409 -.359 Component


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Analysis Table 1: KMO and Bartlett's TestInterpretation

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .850 >than 0.5, sample adequate

Bartlett's Test of Sphericity Approx. Chi-Square 513.137

Df 21Sig. .000


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1 single component

ImpQofServ .772 Component value> .7, Selected

ImpHygiene .835 Component value> .7, Selected

ImpStaff .809 Component value> .7, Selected

ImpQofFood .833 Component value> .7, Selected

ImpAmbience .794 Component value> .7, Selected

ImpSeating .773 Component value> .7, Selected

ImpLocation .741 Component value> .7, Selected

All the factors selected for Significance.

4. Attitude Analysis:Analyzing the descriptive questions:

Technique used: Language Processing Technique

The most repeated ideas/ perceptions are plotted on a Pareto chart to quantify the

importance of that particular attitude towards the new concept.

Question 8: Write down a few words that occur to you when you think of an exclusive tea experience?

The most import Overall perception of the customers: Different Experience

28

1716

15

119

8 87 7

54 4 4 4 4

0

5

10

15

20

25

30

Frequencyof the Word/ Idea: Question 8


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Question 9:How will an exclusive tea experience be different from the current hangout venues?

Most important differences: Unique and Cheaper Prices

20

1413

109 9

76

5 5 54 4

0

5

10

15

20

25

Frequencyof the Word/ Idea: Question 9


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Question 11: What did you like the most about the concept?

Most important Positive perceptions:

1. The expectation of Variety of Tea2. Expectation of Good Ambience

27

20

17

11

9

76

4

0

5

10

15

20

25

30

Variety oftea

GoodAmbience

One morehangout

place added

Low risk Can't say Exclusiveexperience

Interesting New concept

Frequency of the Word/ Idea: Question 11


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5. Attitude Towards The Kind Of Items Planned To OfferQuestion 12:

Write an adjective that you relate to the tea beverage that is described below:

1. Niche Category Items: Amaretto Tea Tangerine Tea Darjeeling Black Tea White tea

Adjective Frequency using, Language Processing Technique:

Positive adjectives, like Delicious, exotic, refreshing contribute maximum to the total frequency.

An overall Positive Attitude can be perceived in the responses.

2. Natural/ Refreshment items: Moroccan mint tea Green Tea Jasmine Tea

35

27

2119 18

12 11 119

7 7 6 6 6 65 4

0

5

10

15

20

25

30

35

40



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Adjective Frequency using, Language Processing Technique:

Positive adjectives, like Healthy, refreshing, exotic, contribute maximum to the total frequency.

A High degree of Positive Attitude can be perceived in the responses.

40

32

24

14 1311

6 6 5 5 5 4

05

10

15

20

25

30

35

40

45



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Annexure 1: Code Book

SlNo

Name of theVariable

Type Width Variable Description ValuesMissing

ValuesMeasurement

1 Name String 16 Name of the Respondent None -

2 Gender Numeric 8 Gender {1.00, Male}, {2.00, Female} None Nominal

3 Age Numeric 8 Age{1.00, 50 years}

NoneNominal

4 Family Income Numeric 8 Family Income{1.00, 50 lakhs}

NoneNominal

5 Profession String 17 Profession None None

6 MaritalStatus Numeric 8 Marital Status{1.00, Unmarried}, {2.00, Married

without Children}, {3.00, Married withChildren}

NoneNominal

7 PrevAwareness Numeric 8 Previous Awareness of the Idea {1.00, Yes}, {2.00, No} NoneNominal

8 Time Numeric 8Time liked to be spent in a Teaboutique

{1.00, 60 mins}

NoneNominal

9 RsSpent Numeric 8 Rupees spent in a Tea boutique{1.00, 250 Rs.}

NoneNominal

10 ImpQofServ Numeric 8Importance of the Quality ofService

{1.00, Least Important.}, {2.00, LessImportance}, {3.00, Unimportant},{4.00, Important}, {5.00, VeryImportant}

None Ordinal

11 ImpHygiene Numeric 8 Importance of Hygiene


None

Ordinal

12 ImpPromptServ Numeric 8 Importance of Prompt Service


None

Ordinal


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13 ImpStaff Numeric 8 Importance of Staff


None

Ordinal

14 ImpQofFood Numeric 8 Importance of the Quality of Food


None

Ordinal

15 ImpAmbience Numeric 8 Importance of the Ambience


None

Ordinal

16 ImpSeating Numeric 8Importance of the Interiors andSeating


None

Ordinal

17 ImpMenupricing Numeric 8 Importance of the Menupricing


None

Ordinal

18 ImpVarietyTea Numeric 8Importance of the Variety of Teaavailable


None

Ordinal

19 ImpVarietySnacks Numeric 8 Importance of the Variety ofSnacks

{1.00, Least Important.}, {2.00, Less

Importance}, {3.00, Unimportant},{4.00, Important}, {5.00, VeryImportant}

None

Ordinal

20 ImpLocation Numeric 8 Importance of the Location


None

Ordinal

21 ImpAddOns Numeric 8 Importance of Add-ons


None

Ordinal


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22 AddonImpBGMusic Numeric 8Importance of the Add-on, BackGround Music


None

Ordinal

23 AddonImpLivePerf Numeric 8Importance of the Add-on, LiveMusic Performance


None

Ordinal

24 AddonImpLib Numeric 8 Importance of the Add-on, Library


None

Ordinal

25 AddonImpWLIC Numeric 8Importance of the Add-on,Wireless Internet conectivity


None

Ordinal

26AddonImpPartyRooms

Numeric 8Importance of the Add-on, PartyRooms


None

Ordinal


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Question 4

With whom would you prefer to visit such a place?

Friends Family Colleagues Girlfriend/Boyfriend

Question 5

How much importance do you assign to the following features (Tick beneath the rating, 5Most

important, 1Least important)?

Rating1Leastimportant

2 3 45-Most

Importanta. Quality of serviceb. Hygienec. Promptness of serviced. Professionalism and friendliness

of staffe. Freshness/quality of foodf. Ambience/Dcorg. Seating arrangement and Lightingh. Menu pricingi. Variety of teaj. Variety of Snacksk. Locationl. Quality of servicem.AddonsQuestion 6

Rate the following Add-ons according to the importance assigned to them

Rating1Leastimportant

2 3 45-Most

Important

a. Background musicb. MiniLibraryc. Wireless Internet connectivityd. Party room/ arrangements


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Question 7

If an Exclusive tea outlet opens up at Nagpur, what are the chances that you will become a regular

visitor of the place?

Highly Probable Mostly Probable Probable Mostly Improbable Highly Improbable

Question 8

Write down a few words that occur to you when you think of an exclusive tea experience?

_________________

_________________

_________________

_________________

_________________

Question 9

How will an exclusive tea experience be different from the current hangout venues?

_________________

_________________

_________________

_________________

_________________

Question 10

What did you like the least about the concept?

__________________________________

__________________________________


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__________________________________

__________________________________

__________________________________

Question 11

What did you like the most about the concept?

__________________________________

__________________________________

__________________________________

__________________________________

__________________________________

Question 12

Write an adjective that you relate to the tea beverage that is described below:

1. Amaretto Teacontains Added Almond liqueur to hot tea and topping with whipped cream______________

2. Tangerine Tea Made with black or orange pekoe tea and freshly squeezed juice withoptional addition of peach brandy or peach schnapps

______________

3. Jasmine TeaEnjoy this very floral Green Tea and experience why it is Chinas favorite andmost consumed exotic tea. Jasmine is harvested in the afternoon and stored until evening

when its fragrance is at its fullest.

______________

4. Green tea The freshness of tea with all possible health benefits______________

5. Moroccan mint tea This exotic tea consists of Chinese Gunpowder tea (high quality GreenTea hand rolled into small pellets) and the flavors of Spearmint and Peppermint.

______________

6. White teaThe combination of White Teas Yin Zhen buds and Ginger Root produces adelicate aromatic exotic tea with zest. White tea and Ginger is a wonderful combination and

this tea is often called The Pleasure of the Orient.

______________

7. Darjeeling Black tea Darjeeling Black Tea is considered the champagne of teas. Light incolor and thin-bodied this gourmet tea has a muscatel flavor and a slightly astringent after

taste. There are seasonal differences to note.

______________


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BIBLIOGRAPHY

- Tea Board of India- 54th ANNUAL REPORT 2007-2008,www.tocklai.net- A report by PricewaterhouseCoopers for IBEF- Fast Moving Consumer Goods CRISIL (A-Ii CRISIL RESEARCH TEA ANNUAL

REVIEW)
http://www.tocklai.net/http://www.tocklai.net/http://www.tocklai.net/http://www.tocklai.net/

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