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Consumer Behaviour Analysis - Nescafe: Approach

This document summarizes a consumer behavior analysis of Nescafe coffee drinkers in India. The analysis included interviews with 11 regular coffee drinkers ranging from age 20-30. Key findings include: 1) Taste and aroma were primary factors for first trying coffee, along with social influences and need for concentration. 2) After 5.6 average years of drinking coffee, brands like Nescafe and Bru had strongly loyal consumers due to taste consistency and price. 3) For frequent coffee drinkers, promotional offers and price did not impact purchases as much as taste and experience. The analysis provides insights into consumer decision making and brand loyalty toward Nescafe.

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Kumar Pawar
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163 views

Consumer Behaviour Analysis - Nescafe: Approach

This document summarizes a consumer behavior analysis of Nescafe coffee drinkers in India. The analysis included interviews with 11 regular coffee drinkers ranging from age 20-30. Key findings include: 1) Taste and aroma were primary factors for first trying coffee, along with social influences and need for concentration. 2) After 5.6 average years of drinking coffee, brands like Nescafe and Bru had strongly loyal consumers due to taste consistency and price. 3) For frequent coffee drinkers, promotional offers and price did not impact purchases as much as taste and experience. The analysis provides insights into consumer decision making and brand loyalty toward Nescafe.

Uploaded by

Kumar Pawar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CONSUMER BEHAVIOUR ANALYSIS- NESCAFE

Consumer behaviour is the study of individuals, groups, or organizations and all the
activities associated with the purchase, use and disposal of goods and services, and
how the consumer's emotions, attitudes and preferences affect buying behaviour. As
a part of our project, we decided to conduct a consumer behaviour analysis in order
to analyse the brand Nescafe.

Approach
For doing the consumer behaviour analysis and the decision making process, we
decided to conduct telephonic interviews with the regular/occasional coffee drinkers.
We managed to conduct the interviews with 11 people of the age ranging from 20 to
30. Most of the interview questions were pre-decided and the remaining questions
were asked as per the interview findings. The questions varied from being as basic as
asking if the respondents drink coffee to complex questions like the role of coffee in
their need to stay awake. Through our interviews, we were able to gain new insights
into the consumer behaviour and their decision making process pertaining to Coffee.

Key Findings
Factors affecting buying decision
We have observed a variety of factors ranging from personal preferences to social
circles which influence the decision to buy coffee. Primarily what attracts a new
consumer to try coffee is the taste and aroma of coffee. Besides, consumers also try
coffee to improve their concentration and stay awake for longer hours.

In our survey we found out that 2 out of 9 people tried coffee for the first time to have
a taste of it. 3 out of 9 people had their first coffee at some social gathering. This
highlights the fact that coffee is a popular social drink. Few had their first coffee while
hanging out with friends at a Cafe, while few tried the coffee at the roadside tea/coffee
vendor. People also consumed coffee to benefit from its properties of being high on
antioxidants and containing caffeine.

Brand loyalty and association


On an average, people have been consuming coffee for the past 5.6 years. Few
people find coffee to be an addictive drink and tend to drink coffee every day. It has
been observed that many young professionals develop a habit of drinking coffee at
their workplace coffee vending machines. Many teenagers and young adults visit cafes
to socialize, relax and have conversation over a cup of coffee. Out of 9 participants of
the study, 4 currently consume Nescafe and they prefer Nescafe due to its taste,
consistency in quality and choice of flavours it offers (20+). 3 people currently consume
Bru because they feel it tastes better than Nescafe and is cheaper in price and is easily
available in the market.

When questioned on how loyal the consumers are to the present brand of coffee they
consume, out of 9, 4 responded they strongly prefer Nescafe over any brand, while
remaining 3 strongly prefer Bru over others and the rest 2 are indifferent to the brand.
We can see consumers have a strong affinity to their current brand and they are very
loyal. When the coffee consumers were asked how long did it take for them to develop
loyalty towards a particular coffee brand, the responses varied from 1 week to 1 year
and some couldn’t set a number of how long it took to get used to a brand. So there’s
no one common ballpark time for consumers to develop a taste towards a brand

Impact of promotional offers


For the coffee connoisseurs i.e. 6 out of 9 people who drink coffee, the price and the
promotional campaigns associated with the brand do not matter. They seek
experience through their coffee and cannot compromise on the taste and richness of
the coffee. Interestingly, the statistics were an accurate result of our assumption that
purchase of coffee is driven based on the difference in the income level of the
consumers.

Other insights
Nescafe was described as a brand consumers were neutral about. Even though they
were aware of Nescafe, the brand held little significance to 50% of them. When coffee
drinkers were asked if coffee will be their main drink for the next five years, surprisingly,
more than 77% responded with a No. They are not fixated to only drinking coffee, and
want to have the flexibility of trying other beverages.

Way Forward
We are half way through understanding the consumer behaviour, study of the
decision-making process and other factors involved while choosing/rejecting Nescafe.
Our next step would be to analyse and dig deeper into the current marketing
and pricing strategy employed by Nescafe. Understand the STP, PLC, Product Line
and Mix Analysis in case of Nescafe. We will be working on the Product Branding and
Marketing strategies through digital revolution applied in the case of Nescafe.

Group 11: Apeksha Gupta - PGP36108, Kumar Pawar - PGP36132, Umesh Chandra -
ABM17018, Shatakshi Bansal - ABM17017 , Varun Teja GVV- PGP36120

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