“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.

2
 QUALITY

POSITIONING

TASTE &
ADMIRING

DEPENDENT VARIABLE

PRICE

INDEPENDENT VARIABLE

3
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.

4
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 non-
contrived 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:

5
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.

6
 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?

7
 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?

8
 Good

Better

Best

11. BEING A NESCAFE CONSUMER, YOU ARE…

Fully satisfied

Fairly satisfied
Not satisfied

12. COMMENTS:

9
10
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

10
Frequency

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.

11
2. GENDER

Frequency Percent

Male 21 52.5

Female 19 47.5

Total 40 100.0

GENDER
30

20

10
Frequency

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.

12
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

4
Frequency

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.

13
4. YOU GIVE PREFERENCE TO COFFEE, BECAUSE IT:

Frequency Percent

Makes you feel

20 50.0
refreshed
Remove dizziness 9 22.5
Warms you up 11 27.5
Total 40 100.0

REASON
30

20

10
Frequency

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.

14
5. DO YOU USE NESCAFE?

Frequency Percent
Daily
4 10.0

Occasionally 18 45.0

Only in winters 18 45.0

Total 40 100.0

USAGE
20

10
Frequency

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.

15
6. IS NESCAFE AVAILABLE AT?

Frequency Percent
Every general store 23 57.5

Super stores 14 35.0

Selected/Big stores 3 7.5

Total 40 100.0

AVAILABL
30

20

10
Frequency

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.

16
7. WHAT FACTORS CAN COMPEL YOU TO GIVE UP USE OF
NESCAFE?

Frequency Percent

It contains high ratio of

13 32.5
caffeine
It is harmful for blood
22 55.0
pressure
It is very costly 5 12.5
Total 40 100.0

FACTORS
30

20

10
Frequency

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.

17
8. YOU LIKE NESCAFE DUE TO?

Frequency Percent
Its quality
14 35.0
Its unique taste 22 55.0
Its popularity 4 10.0
Total 40 100.0

LIKING
30

20

10
Frequency

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.

18
9. WOULD YOU LIKE USING OTHER BRANDS INSTEAD OF
NESCAFE?

Frequency Percent
No 20 50.0
If another brand is
12 30.0
low priced
Advertised broadly 8 20.0
Total 40 100.0

BRANDS
30

20

10
Frequency

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.

19
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

10
Frequency

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.

20
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

10
Frequency

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.

21
22
“AGE v/s USAGE Cross Tabulation”

USAGE Total

Only in
Daily Occasionally
winters
AGE 20-35 1 11 11 23

36-50 2 4 2 8

Over 50 1 3 5 9

Total 4 18 18 40

12

10

4 USAGE

Daily
2
Occasionally
Count

0 Only in w inters
20-35 36-50 Over 50

AGE

23
 “GENDER v/s PREFERENCE Cross Tabulation”

PREFER Total
Yes No Sometimes

GENDER Male 11 3 7 21

Femal
4 7 8 19
e
Total 15 10 15 40

12

10

PREFER

4 Yes

No
Count

2 Sometimes
Male Female

GENDER

24
 “LIKING v/s CONSUMER SATISFACTION Cross Tabulation”

CONSUMER Total

Fairly Not
Fully satisfied
satisfied satisfied
LIKING Its quality 7 6 1 14

Its unique taste 18 3 1 22

Its popularity 2 2 4

Total 27 11 2 40

20

10

CONSUMER

Fully satisfied

Fairly satisfied
Count

0 Not satisfied
Its quality Its unique taste Its popularity

LIKING

25
26
 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 CONSUMER Proportion%

Its quality, and taste. More 36 0.9
Fewer 4 0.1
Total 40 1.0

1. HO : P ≥ 0.5

HA: P ≤ 0.5

2. 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)

27
 = 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.

28
 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 PEOPLE Proportion%

As good and best Less 18 0.45
More 22 0.55
Total 40 1.0

1. HO : P ≥ 0.5

HA : P ≤ 0.5

2. 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

29
 = 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.

30
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.

31