Study on Consumer Satisfaction Level towards Branded and Unbranded Items in Indore City

Authors: Dr.Lalit Kumar Dubey

Certificate: View Certificate

Abstract

The comparative study in respect of measuring satisfaction level of consumer after use of branded and unbranded tea is showing an increasing trend of consumption of branded tea as compared to unbranded. Among high income groups in rural areas there is huge scope for branded tea company to capture the markets by increasing the supply of tea. The marketing agencies are advised to organise awareness programs by educating the people about the need to use the health care tea leaf to arrest hyper tension and diabetes. significant difference between the price of Tata Agni and Brooke Bond tea is , difference in mixed ingredients and promotional schemes are significantly different from each other. different is significance in relevance to Brooke Bond ,Tata Agni and unbranded tea is price of tea, packaging ,smell of tea, freshness of tea,colour,test,availability and advertise of tea.The most effective and acceptable variables to take the decision while purchasing the particular brand of tea from the market is its test ,smell colour and feeling of freshness after its use. The result of overall study says that most popular brand of tea among the customer is BrookeBond.Tata-Agni-Tea stands after Brookebond and satisfaction level of customers of unbranded tea is very less as compared to these two of the Branded tea.

Introduction

Customer satisfaction, like any other aspect of a business, is a practiced art that takes time and effort to develop. Taking the time to build trust and developing a good image of product in the mind of buyers is the foundation towards building a relationship with them. While the factors determining customer satisfaction differ per product and or service, per industry, per sector and per country, there are a few factors that are specifically responsible for difference in customer satisfaction level .In this study the difference between the satisfaction level of customer for same kind of branded and unbranded product is assessed. The tea is the most common thing which is utilised by most of the Indian customer. So satisfaction of customer towards branded and unbranded tea is measured.

Conclusion

The comparative study in respect of branded and unbranded tea is showing an increasing tendency of liking of branded tea as compared to unbranded. Most of the people prefer branded tea with the belief that quality is assured as the manufacturers are reputed companies .People are not worried about the price of the tea but they are showing willingness to spend higher price when they realize that they can afford to spend. Since the usage of branded tea of reputed companies will change in the attitude to spend more on the highly priced branded products among high income groups in rural areas that clearly suggests there is an ample scope for branded tea company to capture the markets in this areas by increasing the supply of tea. The marketing agencies are advised to conduct health awareness programs by educating the people about the need to use the health care tea leaf to arrest hyper tension and diabetes.