Consumer Behavior with regards to Consumption of Tea in Hisar City, Haryana

Abstract

Tea is very important part in life of people of India. Tea is not just a beverage but considered as an emotion and represents the warmth in relationships and friendships. In this era of single click, perception of consumers is also changing within clicks and to understand this dynamic shifting consumer behavior study is very important. The present study was conducted in Hisar district of state Haryana among 200 households to provide insight into the major concerns of consumers and their attitudes towards the consumption of tea with the help of questionnaire. The study was conducted with the objectives to find out the influencers for tea brands, to examine the consumption habits and buying habits of consumers with regards to various tea brands. The study revealed that 45% of respondents consume tea 1-2 times and Tata tea is most preferred brand followed by Red Label, Malani and Tazza. The factors like quality, taste, reputed brand, advertisements, price, packaging influences the buying of tea. Most of consumers shift from one brand to other due to quality followed by gifts, schemes and availability of brand. All time is tea time in India.