BACKGROUND
Company Overview
The client is a renowned tea brand known for its commitment to quality and innovation. It has built a strong reputation by offering a diverse range of premium tea that cater to varying consumer preferences. With a focus on authentic flavors and ethical sourcing, they continues to innovate, recently introducing a new tea variant to enhance the tea-drinking experience. Its dedication to quality and customer satisfaction has helped it stand out in a competitive market.
Research Overview
Maction Consulting Pvt. Ltd. conducted a comprehensive study to explore and analyze consumer perceptions of the client’s new tea variant. The study focused on comparing our client product with their competitors’ products, assessing consumer preferences, expectations, and the attributes they liked or disliked about the tea. The study also examined brand awareness, purchase intent, and factors influencing consumer decisions across different age groups and socio-economic classes.
OBJECTIVES
- To assess consumer perceptions of the client’s new tea compared to key competitors in the market.
- To evaluate consumer feedback on key product attributes, including taste, strength, tea color, aroma, mouthfeel, and aftertaste.
- To identify the factors that influence purchase decisions and the likelihood of consumers choosing the client’s brand over competing brands.
METHODOLGY
Research Design:
- Blind Product Comparison: Consumers were asked to taste anonymized samples of the client’s brand tea and competitor products.
- Sample Size: 300 participants across seven regions were selected using purposive sampling. The participants consisted of 40% male and 60% female, aged 26-46, primarily from socio-economic classes A1, A2, and A3.
- Data Collection: Structured quantitative surveys were conducted using the CAPI approach.
KEY FINDINGS
- The majority of respondents were women, aged between 26-35, from middle-class categories A2 and A3.
- The client’s new tea scored highly on purchase intention when discounts or free gifts were offered, achieving an impressive score of 4.60 out of 5, outperforming competitors.
- The client received a higher overall satisfaction score compared to competitors, indicating general consumer contentment with the product.
- The client led in purchase intent compared to the competitors’ average, showing consumer interest in trying the brand’s new tea in standard conditions.
- Consumers found the new aroma of The client tea to be pleasant and inviting, a positive attribute that contributed to its favorable reception.
For more detailed insights, strategic recommendations, or to conduct a similar in-depth market study, please contact info@maction.com. With expertise in tailored research solutions, Maction Consulting provides the insights needed to make data-driven decisions that elevate brand performance in the marketplace.
