PROJECT REPORT

ON
“A STUDY ON CUSTOMER SATISFACTION
& MARKETING TECHNIQUES USED BY DIFFERENT
TEA COMPANIES

Submitted in partial fulfillment of the requirement for the award

Of

MASTER OF BUSINESS ADMINISTRATION

To

Maharishi Dayanand University, Rohtak

Under Supervision of: Submitted by:

Prof. M.S MEENU VISHAL

Management Department, MBA, 4thSEM
World College of Technology REG. NO.- 1412720489
& Management (WCTM),
Farrukhnagar, Gurugram CLASS ROLL NO.-20430

WORLD COLLEGE OF TECHNOLOGY AND MANAGEMENT,

Farrukhnagar, Gurugram

2020-2022
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 ACKNOWLEDGEMENT

―A drop of ink makes million think

Any research work is never an individual effort. It is contributory effort of many hearts & heads.
I take this opportunity to express my appreciation & gratitude to all those, with whom I worked,
interacted and whose insides and thoughts help me in furthering my knowledge and completion
of my project report.

I would like to acknowledge the support of my faculty guide Prof. M.S MEENU for his constant
guidance and co-operation in this project. Without his help I would not be able to complete this
project.

Also, I would like to thank my all faculties in WCTM for their valuable guidance throughout the
tenure of my work.

Last but not least, I would like highly thanks to my family and all of them who help me directly
and indirectly in accomplishment of my report and give highly cooperation in this project.

VISHAL SHARMA

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 WORLD COLLEGE OF TECHNOLOGY AND MANAGEMENT (WCTM)

CERTIFICATE BY THE GUIDE

This is to certify that Mr. Vishal sharma Reg. No.1412720489, a student of Master of Business
Administration (MBA) Final Year of World College of Technology and Management (WCTM),
Farrukhnagar, Gurugram (an affiliated Institution under Maharshi Dayanand University (MDU),
Rohtak) has worked under my guidance on the project entitled “A Study on Customer
Satisfaction& Marketing Techniques used by different Tea Companies.
in partial fulfillment for the requirement of the degree of Master of Business Administration
(MBA).

I certify that this project report is a record of the work done by the candidate himself and that to
the best of my knowledge the contents of this project did not form a basis of award of any
previous degree of anybody else.

Prof. M.S MEENU

Management
Department, WCTM,
Farrukhnagar,
Gurugram

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 WORLD COLLEGE OF TECHNOLOGY AND MANAGEMENT

CERTIFICATE OF HOD

Mr. Vishal Sharma , Reg. No.1412720489 a student of Masters of Business Administration,

World College of Technology & Management (WCTM), Gurugram, an affiliated Institution of
Maharshi Dayanand University, Rohtak, has carried out the Project Report on “A Study on
customer Satisfaction& Market Techniques used by different Tea Companies”.
in partial fulfillment of the requirements for the Degree of Master of Business Administration.

I certify that this project report is a record of the work done by the candidate himself and that to
the best of my knowledge the contents of this project did not form a basis of award of any
previous degree of anybody else.

DR. PARUL AGGRAWAL

HOD
Department of Management
WCTM, Gurugram

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 DECLARATION

I hereby declare that the Project Report titled “A Study on Customer Satisfaction&
Marketing Techniques used by different tea companies”
under the guidance of Prof. M. M. CHANDA is submitted in partial fulfillment of the
requirements for the Degree of MASTER OF BUSINESS ADMINISTRATION to MAHARSHI
DAYANAND UNVERSITY, ROHTAK

This is my original work and the same has not been submitted earlier for the award of any other
Degree/ Diploma/ Fellowship or other similar titles or prizes.

Student signature

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 SUMMARY
The work undertaken for preparing the Project Report is titled: “A Study on customer
satisfactions & marketing techniques used by different tea companies.
It is always an important aspect for every company to do this type of analysis before opening a
new business or expanding the existing business. It tells why capital budgeting is important for
an organization as well as for the individual to evaluate the project. This project tells us about the
feasibility of whether the expansion of metro kiosk business is profitable for the company or not.

This project helps the company to get relevant funds required by the company for its expansion.
Further, this research study also helps to identify whether the project is accepted or rejected.

This project report tells us what are the benefits of capital budgeting for the company and how
the project earns the expected profit, how much amount of capital is required for setting metro
kiosk at different metro stations and also what will be the EBITA and the payback period of the
investment project.

It also provides a detailed study of different expenditures required to be incurred to set up a

metro kiosk and at what amount the metro authority will provide the space for opening the metro
kiosk at different metro stations where the company can earn higher profits and able to capture
the lager market share in terms of sale of its product.

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 TABLE OF CONTENT

TOPIC PAGE NO.

CHAPTER- I 1-9

 INTRODUCTION
 Introduction
 About the industry
CHAPTER- II 10-15

 LITERATURE REVIEW

CHAPTER- III 16-25

 RESEARCH METHODOLOGY

CHAPTER –IV 21-31

 DATA ANALYSIS & INTERPRETATIONS

CHAPTER- V 32-33
 FINDINGS & CONCLUISIONS

CHAPTER- VI 34-35

 SUGGESTIONS& RECOMMENDATIONS

REFERENCES 36-41

 ANNEXURE 42-44

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CHAPTER-I

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 INTRODUCTION

TO TEA INDUSTRY

 The tea industry in Assam is about 172 years old. It occupies an important place and plays a very useful
part in the national economy. Robert Bruce in 1823 discovered tea plants growing wild in upper
Brahmaputra Valley. A tea garden was started by the Government in 1833 in erstwhile district. With the
arrival in London of the fine quality tea from this garden in 1938,the commercial circle of the city took
a keen interest in tea plantations in Assam and a company known as the Assam Company was formed in
1839 to take over the experimental holdings of the East India Company's Administration over the tea
gardens established in Assam till then. This was the first company in India to undertake the commercial
production of tea and was, in fact, the direct successor of the East India Company. Tea cultivations were
once the domain of aristocrats with hardnosed British sahibs on horseback supervising them. But tea
plantation in Assam has come a full circle as hundreds of small farmers have taken to growing the crop.

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 HISTORY OF TEA

 Tea is nearly 5000 years old and was discovered, as legend has it, in 2737 B.C. by a Chinese Emperor,
when some tea leaves accidentally blew into a pot of boiling water. In the 1600s, tea became popular
throughout the Europe and the American colonies. Since colonial days, tea has played a role in American
culture and custom. Today American school children learn about the famous Boston Tea Party protesting
the British tea tax- one of the acts leading to the revolutionary wars. During this century, during this
century, two major Americans contributions to the tea industry occurred. In 1904, ice tea was created at
the World’s fair in St. Louis, and in 1908, Thomas Sullivan of New York developed the concept of tea in
a bag. Tea breaks down in a three basic types.
 Black, Green and Oolong. In the U.S. 90% of the tea consumed is black tea, which has been fully oxidized
or fermented and yields a heartyflavoured, amber brew. Some of the popular black teas include English

 Breakfast (good breakfast choice since its hearty flavour mixes well with milk). Darjeeling (a blend of
Himalayan teas with a flowery bouquet suited for lunch) and Orange Pekoe (a blend of Ceylon teas that is
the most widely used of the tea blends). Green tea skips the zing oxidizing steps. It has a more delicate
taste and is light green/golden in colour. Green tea a staple in the Orient, is gaining popularity in the U.S.
due in, part to recent, scientific studies linking green tea drinking with reduced cancer risk. Oolong tea,
popular in china, is partly oxidized and is a cross between black and green tea in colour and taste.

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LITERAT

URE

REVIEW

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2.1 Literature review

Bhowmik (2015)1 in his study focused on the class formation of tribal workers of West Bengal. The study
reflected on the migrated workers of outside of Bengal, especially from the Chotonagpur region and their
indigenous occupations. Earlier they were agricultural labour and some of them were the poor cultivators.
The modes of traditional activities of such labours were changed. Study also reflected that the methods of
recruitment, activities and movement of trade unions, social norms of tribes, etc. of those days.

Griffiths (2015) made a laudable work about tea industry of India. In his book, he stated that tea industry of
India emerged in early 1830s. This study further revealed that problems of labour in the early stage were
prevailed and multifarious problems were also confronted by the planters. The study further elaborately
narrated about the labour recruitment, plantation associations, movement of unions, etc. in a lucid manner.

Guha (2015) studied on the two distinct dimensions of tea plantation economy of Assam; the planteraj and
the swaraj. The special focus of this study was on the freedom struggle of tea cultivation workers of Assam.
The study linked up economic problems and exploitations of tea workers by planters with political
development of Assam. The study also dealt with issues such as indentures, agrarian problems, opium,
exploitation conducts, etc. of Europian capitalists and planters during the colonial India.

Subramaniam (2015) studied on the need for development of human resource in plantations. The study
utterly pointed out that there was a need for excellence in managerial function in the plantations sector, since
the sector was growing tremendously in India. The training was extensively required to excel the industry.
The study identified some areas where training and development were urgently required. Study gave a
projected training and development curricular for all levels of employees of the industry. Study further
suggested that there was a need for establishment of institutions for this purpose.

Medhi, Hazarika and Mahanta (2015) conducted study on adolescents’ nutritional status of tea workers.
Study was conducted with a view to measure the nutritional status such as Body Mass Index (BMI) of
adolescent tea workers and teenage girls. The study concluded with that most of them were thin and stunted.
The study further reported that girls had less reproductive outcome.

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Khawas (2016) explained in his study on tea workers of Darjeeling Hills and their poor conditions in terms
of education, sanitation, housing and health. Study also stressed on the income, livelihood pattern, alternative
skills of garden labours. The study was conducted in three tea estates in Darjeeling. The study concluded that
the electricity connections varied from garden to garden and on an average around 50 per cent of the garden
household having electricity connections. Regarding the primary education, in maximum cases it was found
not satisfactory. For the case of health facility, the plantation management was not provided such facilities as
per the Act. The study also revealed that only 1.3 per cent population of tea garden community attained
graduation education.

Asopa (2016) highlighted that the demand has declined in the global market of Indian tea. Thus, Page | 66
the industry needs to be competitive in production, marketing, logistics and product forms. The study further
revealed that for being one of the chief producers of tea, India needed thoroughly organized production and
marketing systems where small tea growers could have been able to make sufficient space in the world
market.

Saikia (2017) studied that in Assam the trend of discontent of labour against trade unions was increased. The
study revealed that over the year, production of tea increased significantly but working conditions of tea
labour remained same. Welfare facilities were absolutely eroded, health facilities were not up to the standard
in majority of tea estates drinking water, electricity connection, and sanitation, etc. were worse. The study
wrapped up with to progress the condition of labour, compromise schedule tribe status was not satisfactory
rather amendment of the provision of the Act.

Sarkar (2017)explained about the process of transformation of formal labour market into informal in tea
industry of Bengal. In his study, he pointed out that globalization was the main reason for such
transformation of labour market. According to the study, due to the global economic changes, tea plantations
were not in a suitable position to overcome its costs, especially labour cost. Management of tea estates made
strategies of labour flexibility to minimize such costs but in reality it was not possible because of legislations.
However, management of the tea plantation restructured their manufacturing process similar to the small tea
growers system. Small growers have limited liability except payment of wage to the workers and
employment of labour done as per the requirement.

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Upadhyay and Sarma (2018) analyzed about the crisis of tea sector of Assam. Their study particularly
emphasized on the employment and production trend of tea sector in Assam. Page | 67 The study highlighted
that the productivity was declined across the state though there were trend of increasing of plantation area in
few districts. The employment of labour was found in decreasing trend. The study observed that since 1990s
the productivity of labour had come down. Employment elasticity was also in decreasing trend against the
eighties. Further, the study proposed suggestive measures to revive the industry, promising investment highly
needed to rejuvenate of the industry.

Mitra (2018) studied on globalization and industrial relations in tea plantations of Dooars region. The study
focused on comparison of variety of parameters of industrial relations relating to tea industry. The study used
paired sample t-test. The study finally concluded that globalization had an ill effect on the tea plantation
industry that has made the industry vulnerable in Dooars region.

Choudhary and Tayal (2018) focused on their study on the permanent labour recruitment by the plantation
management. The study was shown that unionization and labour legislation in tea plantation industry was not
functioning in an expected manner for improving the condition of labour. Study further revealed that tea
industry of Sri Lanka and India was facing stiff competition from Kenya and China. The study emphasized
that improvement of economical and social status of tea workers highly required to combat the competition
in international market.

Rahaman (2018) painted on the condition of living of tea garden workers in Bangladesh. The study
intended to showcase wage composition, sanitation and health, status of literacy of the workers and for their
family members. Study revealed that only 68 per cent of workers were contented with their accommodation
that was provided by the planters. Only the permanent workers were residing in accommodation provided by
the plantation management. 18 per cent of such accommodations were pucca and remaining was kutcha. For
the temporary workers, tine and bamboo accommodation were provided. The other facilities like sanitation,
health, education, electricity, etc. were reported moderate.

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National Labour Institute (2019) 14 studied elaborately on valuing the life of tea workers in Assam. The
article aimed at to estimate the existence of health hazards and deaths, the nature of various compensations
on account of such injuries and health. The study concluded that in the plantation sector, casual workforce
was high and the work performed by them was hazardous as well as risk prone. The wage compensation as
well as other compensations was inadequate, inadequate safety measures were also found down to the
standard.

Goowalla (2019) studied on the practices of labour relations of tea industry in Assam. The study was
conducted to compare labour relations practices among private, public and government tea estates. The study
covered a period of 10 years i.e. 2000-2010. A total 300 respondents were selected by applying simple
random sampling techniques, 100 respondents from each category of the tea estates. The study finally
revealed that almost for each and every category of workers were dissatisfied with recruitment and selection
system, wages payment system, and working environment was also a matter of dissatisfaction. The activity
and role of the trade union was found below to the expected level and even the grievance redressal procedure
was not found suitable by the workers.

Biswas (2020) 16 explained a detail account on trade unions’ growth and history of tea plantation in Dooars.
The study fairly explained about the origin of trade union just after the independence of India and a detail
count of trade unions. Study concluded with that the movement of trade union was a greater impact on the
sustainability and revival of the industry. Study further Page | 69 exposed that trade union should play two
distinct roles; for sustain and revival of industry, for the grievances and livelihood of workers.

Borgohain (2020) studied on occupational health and hazards of workers of tea estates of Assam. Study was
conducted to examine on occupational health and hazards confronted by the workers of Marangi and Hajua
tea estates of the state. Study was conducted by interviewing 70 workers including male and female workers.
Study exposed that tea estates have a longer way to go on to mitigate such health hazards. The study
suggested that the status of hazard and health could be enhanced through the better practices of health and
hygiene, environmental sanitation, making aware the workers about health and balanced nutrition,
improvement of economic condition, etc.

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Majumder (2021) studied in his book on issues of forest dwellers verses tea garden workers in Dooars. The
study revealed that the lives of forest dwellers were less affected by the market force but tea workers those
residing in the forest village were affected largely. Status of food consumption was comparatively good for
the forest dwellers than the tea workers who also residing in the forest. Rate of participation in National
Rural Employment Guarantee Act (NREGA) program was higher in case of forest dweller but in case of the
tea workers those were residing in the forest village was negligible. Finally, from the study it was observed
that the living conditions of forest dwellers tea workers were worse.

Hzarika (2021) observed in her study that tea workers in Assam was the most affected worker class in
India. Social security measures were seen most conflicted and struggling issues. The needy foundations that
is human right, was also violating here in tea industry of Assam. Study unveiled that more or less every tea
plantation was violating the constitutions of India in different ways. Further, the study suggested that the
level of wage for workers needed to revise urgently. The status of workers reached to the extent that they
were become bonded labour. Tea workers had put a lot of efforts from multi aspects to enhance their existing
condition but they failed and their condition remains same day after day.

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 CHAPTER

– 3 RESEARCH

METHODOLOG

Y
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 Meaning of Research
Research Definition. Research is a careful and detailed study into a specific problem, concern, or issue
using the scientific method. ... This is best accomplished by turning the issue into a question, with the intent
of the research to answer the question.
Some of the features of the Research:
1. Integral part of the process that set the objective. Researchers need to practice ethics and a code of conduct
while making observations or drawing conclusions.
2. Research is based on logical reasoning and involves both inductive and deductive methods.
3. The data or knowledge that is derived is in real time from actual observations in natural settings.
4. There is an in-depth analysis of all data collected so that there are no anomalies associated with it.
5. Research creates a path for generating new questions. Existing data helps create more opportunities for
research.
6. Research is analytical in nature. It makes use of all the available data so that there is no ambiguity in
inference.
7. Accuracy is one of the most important aspects of research. The information that is obtained should be
accurate and true to its nature. For example, laboratories provide a controlled environment to collect data.
Accuracy is measured in the instruments used, the calibrations of instruments or tools, and the final result
of the experiment.

Objective of study
 To know the factors influencing the satisfaction level of customers
 To suggest measures to improve customer satisfaction
 To know different marketing techniques used.

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 Scope of the study

 Tea is the largest manufacturer unit and most consumed. The customer’s Satisfaction is one of the key
factors that affect different firms growth and different marketing techniques used by them.
 A detail study on this topic will help Tea to measure the satisfaction level of customers in different aspects.
 • Based on the satisfaction level of the customers Tea can make changes in its product and service.

Research Design
This report is based on secondary data, however primary data collection was given more importance since
it is overhearing factor in attitude studies. One of the most important users of research methodology is that
it helps in identifying the problem, collecting, analyzing the required information data and providing an
alternative solution to the problem .It also helps in collecting the vital information that is required by the
top management to assist them for the better decision making both day to day decision and critical ones.
Some of the types of the research
Basic research: A basic research definition is data collected to enhance knowledge. The main motivation
is knowledge expansion. It is a non-commercial research that doesn’t facilitate in creating or inventing
anything. For example: an experiment to determine a simple fact.

Applied research: Applied research focuses on analyzing and solving real-life problems. This type refers
to the study that helps solve practical problems using scientific methods. Studies play an important role in
solving issues that impact the overall well-being of humans. For example: finding a specific cure for a
disease.

Problem oriented research: As the name suggests, problem-oriented research is conducted to understand
the exact nature of a problem to find out relevant solutions. The term “problem” refers to multiple choices
or issues when analyzing a situation.

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Exploratory research is a type of research conducted because a problem has not been clearly defined.
Exploratory research helps determine the best
research design, data collection method and selection of subjects. Given its fundamental nature, exploratory
research often concludes that a perceived problem does not actually exist.
Exploratory research often relies on secondary research such as reviewing available literature and/or data,
or qualitative approaches such as informal discussions with consumers, employees, management or
competitors, and more formal approaches through in-depth interviews, focus groups, projective methods,
case studies or pilot studies.
The results of exploratory research are not usually useful for decision making by themselves, but they can
provide significant insight into a given situation. Although the results of qualitative research can give some
indication as to the "why", "how" and "when" something occurs, it cannot tell us "how often" or "how
many."

Data sources:

Research is totally based on Secondary data can be used only for the reference. Research has been done by
secondary data collection, and primary data has been collected by interacting with various customers. The
secondary data has been collected through various journals,websites, newspaper, annual report of the
company , and with the help of internet as well.

Sampling
Sampling helps a lot in research. It is one of the most important factors which determines the accuracy of
your research/survey result. If anything goes wrong with your sample then it will be directly reflected in the
final result. There are lot of techniques which help us to gather sample depending upon the need and situation.
This blog post tries to explain some of those techniques.

Sample Size
The sample size was limited to 100 consumers only
.
Sampling Technique
Data has been presented with the help of bar graph, pie charts, line graphs etc.

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 CHAPT
ER –4
DATA ANALYSIS AND
INTERPRETATION

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Table 1
1. HOW OFTEN CUSTOMER TAKE THE TEA?

Table 1
2. HOW OFTEN CUSTOMER TAKE THE TEA?

articulars ercentage
nce in a day 0
wice in a day 0
wice in a week 0

Interpretation:
 50% of customer is taking tea twice in a day. 40% of customer is taking tea once in a day and 10% of
customers is taking twice in a week.

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Table 2
3. ARE CONSUMERS SATISFIED WITH THE STRONGNESS OF THE TEA?

Particulars Percentage
Highly Satisfied 30
Satisfied 30
Neither Satisfied Nor Dissatisfied 30
Dissatisfied 10
Highly Dissatisfied 0

Interpretation:
 30% of customers are highly satisfied. 30% of customers are satisfied, 30% of are neither satisfied

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 Table 3
4. WHAT ARE CUSTOMERS OPINION ABOUT THE TASTE OF TEA?

Particulars Percentage
Highly Satisfied 20
Satisfied 40
Neither satisfied nor dissatisfied 20
Dissatisfied 20
Highly Dissatisfied 0

Interpretation:
 20% of customers are highly satisfied with taste of the tea. 40% of customers are satisfied, 20% of
customers neither satisfied nor dissatisfied. 20% of customers dissatisfied.

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 Table 4
5. WHAT IS THE SATISFACTION LEVEL OF THE CUSTOMERS?

Particulars Percentage
Highly Satisfied 30
Satisfied 40
Neither satisfied nor dissatisfied 20
Dissatisfied 10
Highly Dissatisfied 0

Interpretation:
 30% of customers are highly satisfied with tea. 40% of customers satisfied and 20% of customers
neither satisfied nor dissatisfied.10% of customers dissatisfied.

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 Table 5
6. HOW IS THE QUALITY OF THE TEA?

Particulars percentage
Highly Satisfied 30
Satisfied 50
Neither satisfied nor dissatisfied 20
Dissatisfied 0
Highly Dissatisfied 0

Interpretation:
 30% of customers are highly satisfied with quality. 50% of customers are satisfied and 20% of people
neither satisfied nor dissatisfied.

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 Table 6
7. ARE THE AVAILABILITY OF THE TEA IS EASILY PROVIDED?

Particulars percentage
Highly Satisfied 20
Satisfied 30
Neither satisfied nor dissatisfied 20
Dissatisfied 30
Highly Dissatisfied 0

Interpretation:
 20% of customers are highly satisfied with the availability of the tea. 30% of the customers are
satisfied and 20% of customers are neutral. 30% of the customers dissatisfied.

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Table 7

Particulars percentage
Highly Satisfied 20
Satisfied 50
Neither satisfied nor dissatisfied 30
Dissatisfied 0
Highly Dissatisfied 0

Interpretation:
 20% of customers are highly satisfied with price of the tea. 50% of customers are satisfied and 30% of
the customers are neither satisfied nor dissatisfied.

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 Table 8
8. DOES ENERGY PROVIDED BY THE TEA IS HELPFUL TO THE CUSTOMERS ?

Particulars Percentage
Highly Satisfied 20
Satisfied 30
Neither satisfied nor dissatisfied 25
Dissatisfied 25
Highly Dissatisfied 0

Interpretation:

 20% of customers are highly satisfied with the energy provided by the tea. 30% of customers are
satisfied and 25% of the customers neither satisfied nor dissatisfied and 25% are dissatisfied with
the energy provided by the tea.

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Table 9
9. DOES CUSTOMERS RECOMMEND TEA TO OTHERS AS WELL ?

Particulars percentage
Highly Satisfied 20
Satisfied 50
Neither satisfied nor dissatisfied 20
Dissatisfied 10
Highly Dissatisfied 0

Interpretation:

 20% of customers are highly satisfied with recommending this tea to others. 50% of customers are
satisfied and 20% of customers neither satisfied nor dissatisfied. 10% of customers are dissatisfied
to recommend this tea to others.

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Table 10
Particulars percentage 10.HOW
Highly Satisfied 20 CUSTOMERS
Satisfied 50 REACT TO THE
Neither satisfied nor dissatisfied 10 OVERALL SERVICE
Dissatisfied 20 PROVIDED BY
Highly Dissatisfied 0 THE TEA?

Interpretation:
 20% of customers are highly satisfied with overall service of the high range tea. 50% of customers are
satisfied and 10% of customers neither satisfied nor dissatisfied. 20% of the customers are dissatisfied.

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TABLE 11
11. DOES CUSTOMERS LIKE MARKETING TECHNIQUES USED TO SELL THE TEA?

Particulars Percentage
Highly Satisfied 30
Satisfied 30
Neither Satisfied Nor Dissatisfied 30
Dissatisfied 10
Highly Dissatisfied 0

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Interpretation:
 20% of customers are highly satisfied with taste of the tea. 40% of customers are satisfied, 20% of
customers neither satisfied nor dissatisfied. 20% of customers dissatisfied.

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TABLE 12
12. ARE CUSTOMERS SATISFIED WITH THE ADVERTISMENT USED FOR THE PROMOTION OF
THE TEA?

Particulars percentage
Highly Satisfied 20
Satisfied 30
Neither satisfied nor dissatisfied 25
Dissatisfied 25
Highly Dissatisfied 0

Interpretation:
20% of customers are highly satisfied with promotion skills used for tea. 40% of customers are satisfied, 20%
of customers neither satisfied nor dissatisfied. 20% of customers dissatisfied.

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TABLE 13
13. DOES CUSTOMERS LIKE TO SHOP WHEN THEY GET OFFERS ON THE TEA PACKS?

Particulars Percentage

YES 83

NO 17

YES NO

17%

83%

Interpretation:
83% of customers love to shop with different schemes offered to them while shopping for tea. 17%of customers
does not prefer any discount or offer they believe they will shop when need arises.

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TABLE 14
14. ARE THE CUSTOMERS SATISFIED WITH THE TEA BRAND THEY USE?
Particulars Percentage
Highly Satisfied 20
Satisfied 50
Neither satisfied nor dissatisfied 20
Dissatisfied 10
Highly Dissatisfied 0

Interpretation:
 20% of customers are highly satisfied with tea brand they use.50% of customers are satisfied, 20% of
customers neither satisfied nor dissatisfied. 10% of customers dissatisfied.

TABLE 15
15. DOES TEA HEPLS CUSTOMERS TO MAINTAIN A HEALTHY LIFESYTLE?

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 articulars ercentage

es 0
o 0

Healthy Lifestyle

yes no

Interpretation:
 70% of customers believe that tea helps to maintain a healthy lifestyle. 17% of customers does not
prefer any tea or they believe that tea helps them to maintain a healthy lifestyle.

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 CHAPTER

– 5 FINDINGS

AND

CONCLUSION
38
FINDINGS:

 The study revealed that the majority (50%) of the customers are taking tea twice in a
day.
 The study shows that (60%) customers are satisfied with strongness of the tea.
 It is observed from the study 60% of the customers are satisfied with the taste of the tea.
 The study disclosed that majority (70%) of customers are satisfied.
 The study reveals that majority (80%) of customers are satisfied with the quality of the
tea.
 The study shows that the 50% of customers are dissatisfied with the availability of the
tea.
 In this study shows that majority (70%) of the customers are satisfied with the price of
the tea.
 It is observed from the study 50%of customers are satisfied with the energy provided by
the tea.
 The majority of the customers are satisfied with recommending High range tea to
others. But less percentage of customers are dissatisfied to recommend this tea to others.

39
 CONCLUSION

 The study was conducted with the major objective of finding out the Customer satisfaction
level after trying different tea brands. Different techniques used in the marketing of the
tea .

 The data required for the study has been collected through the questionnaire and secondary
data from the company website and other sources.

 The findings are explained with the help of charts and graphs. From the study it was found
out that the customers are satisfied with the product offered by different companies.

 Few complaints were made by the customers regarding the availability of the tea, package
& energy factors. The company has to consider this which will still improve the overall
satisfaction of the customers and what all different marketing techniques they can use.

40
SUGGESTIO
NS AND
RECOMMEND
ATIONS

41
SUGGESTIONS:

• Availability of the tea should be improved.

• Company should improve the packing quality of the tea.
• Company should concentrate on variety of the tea products.
• Company must concentrate on the improving marketing techniques.
• Try to improve the overall service of the tea.

LIMITATIONS
 Getting accurate responses from the respondents seemed to be difficult due to their
busy life.
 Customers were reluctant to fill the questionnaire.
 All the attributes of customer satisfaction are not included in the survey.

42
REFERENC
ES

43
 References

 Bhowmik, S. (2015). Class formation in the plantation system. New Delhi, India: People’s Publication
House.

 Griffiths, P. (2015). The history of the Indian tea industry. London, England: Weidenfeld and Nicolson.

 Guha, A. (2015). Planteraj and swaraj: Freedom struggle and electoral politics in Assam 1820-1947.
New Delhi, India: Delhi University Press.

 Subramaniam, C. (1993). Need for human resource development in plantation industry. ASCI Journal
of Management, 22 (1).

 Medhi, G. K., Hazarika, N. C., & Mahant, J. (2015). Nutritional status of tea adolescents among the
garden workers. Indian Journal of Pediatrics, 74(April), 343-347.

 Council for Social Development. (2015). Socio-economic condition of tea garden laborers in
Darjeeling hills. New Delhi, India: Khawas, V.

 Asopa, V. N. (2). Tea industry of India the cup that cheers has tears. Ahmadabad, India: IIMA-
Research and Publications.

 Saikia, B. (2015). Development of tea garden community and Adivasi identity politics in Assam. The
Indian Journal of Labour Economics, 51 (2), 307-322.

 Sarkar, K. (2016). Globalization, restructuring and labour flexibility in tea plantations in West Bengal.
The Indian Journal of Labour Economics, 51 (4), 643-654.

 Mishra, D. K., Upadhyay, V., & Sarma, A. (2016). ‘Crises’ in tea industry: A study of Assam tea
gardens. Indian Journal of Economics, 56 (3), 39-56.

 Mitra, D. (2016). Globalization and industrial relations in tea plantations. New Delhi, India: Abhijeet
Publication.

 Choudhary, N., & Tayal, D. (2017). A comparative study of the informal condition of the plantation
labours of India and Sri Lanka. The Indian Journal of Labour Economic, 53 (2), 339-357.

44
 Rahaman, A. (2017). An enquiry into the living condition of tea garden workers of Bangladesh: A
case study of khan tea estate (Master’s dissertation, BRAC Institute of Governance and Development,
BARC University, Dhaka, Bangladesh). Retrieved from
http://dspace.bracu.ac.bd:8080/xmlui/bitstream/handle/10361/7720/14272011_MAGD.pd
f?sequence=1
 V.V. Giri National Labour Institute. (2017). Valuing life in a regulated labour market: A study on tea
plantations in Assam (NLI Research Studies Series No. 095/2012). Noida, India: Das, K.
 Goowalla, H. (2018). Labour relation practice in tea industry of Assam: With special reference to
Jorhat district of Assam. IOSR Journal of Humanities and Social Science, 1 (2), 35-41.
 Biswas, D. (2019). History and growth of trade union movement in tea industry after independence
and prior to globalization with special reference to Dooars region in West Bengal, ABHINAVA, 1
(4), 71-77.

 Timing, J. & Sarmah, J. (2019). Nutrition, health and hygiene practice of women tea plantation
workers of Assam. Asian Journal of Home Science, 8 (2), 421-424.
 Sarkar, S. C. (2019). The condition of tea garden workers of Jalpaiguri district in colonial India.
International Journal of Advance Research, 1(8), 14-25.
 Borgohain, P. (2020). Occupational health hazards of tea garden workers of Hajua and Marangi tea
estates of Assam, India. The Clario, 2 (1), 129-140.
 Hariharan, N. P. & Kuamr, S. S. (2020). A study on the economic status of workers in large tea
estates: With special reference to the Nilgiri district of Tamil Nadu in India. IJABER, 12 (3), 717-
727.
 Majumder, A. (2020). Capacity and well-being in the forest villagers and tea gardens in Dooars
region of North Bengal [E-Book]. Retrieved from http://hdl.handle.net/10419/110898
 Hzarika, F.Y. (2020). Status of welfare measures in the tea estates of Assam and its impact on the tea
plantation workers (Unpublished master’s dissertation). Tata Institute of Social Sciences, Mumbai,
India.
 Borah, P. (2020). The impact of trade unions on tea plantation workers: A study of Dibrugarh district
of Assam (Master’s thesis, Sikkim University, Gangtok, India). Retrieved from
http://14.139.206.50:8080/jspui/handle/1/3117 25. 26. Kamruzzaman. M., Islam, A., Rana, S., &
Rashid, M. (2020). Survival strategies of female workers: A study in tea garden of Bangladesh.
Universal Journal of Agricultural Research 3 (5), 150-154.
 27. Institute of Social Science and Economic Change. (2021). Locating the Historical past of the
Women Tea Workers of North Bengal (Working Paper 341). Bangalore, India: Dutta, P.
45
ANNEXURE
S

46
 QUESTIONNAIRE

 Name :
 Gender:

1. How often do you have tea?

a) Once in a day
b) Twice in a day
c) Twice in a week
d) Others

2. Are customers satisfied with strongness of the tea?

a) Highly satisfied
b) Highly dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied

3. What are the customers option regarding the taste of tea?

a) Highly satisfied
b) Highly dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied

4. What is the satisfaction level of the customers?

a) Highly satisfied
b) Highly dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied

47
5. How is the quality of the tea?
a) Highly satisfied
b) Highly dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied

6. Are the availability of the tea is easily provided?

a) Highly satisfied
b) Highly dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied

7. How customers are satisfied with the price of the tea?

a) Highly satisfied
b) Highly dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied

8. Does energy provided by the tea is helpful to the customers?

a) Highly satisfied
b) Highly dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied

9. Does customers recommend tea to others as well?

a) Highly satisfied
b) Highly dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied

48
10. How customers react to the overall service provided by the tea?
a) Highly satisfied
b) Highly dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied

11. Does customers like the marketing techniques used to sell the tea?
a) Highly satisfied
b) Highly dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied

12. Are customers satisfied with the advertisement used to sell the tea?

a) Highly satisfied
b) Highly dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied

13. Does customers like to shop more when they get offers on the tea bags?
a) Yes
b) No

14. Are customers satisfied with the tea brand they use?
a) Highly dissatisfied
b) Neither satisfied Highly satisfied
c) nor dissatisfied
d) Satisfied

49
 ATTENDENCE

SHEET NAME OF THE STUDENT :

CLASS :

ROLL NO. :
NAME OF THE SUPERVISOR :

DATE :
PROGRESS
SIGNATURE SIGNATURE
OF
S.NO. DATE TIME OF OF
REPORT
STUDENT SUPERVISOR
(REMARKS)
1

10
*Minimum (8 out of 10) 80% attendance required

Co-ordinator

50
 EVALUATION SHEET

STUDENT’S NAME :
ROLL NO. :

EVALUATOR, S FEEDBACK :

DID THE STUDENT CONTACT YOU :

REGULARLY FOR DISCUSSION : YES / NO (Please tick)

REPORT IS APPROVED / DISAPPROVED:

(To be ticked by Evaluator)

MARKS AWARDED :
(Out of 40)

SIGNATURE OF EVALUATOR

NAME:

DATE:

51
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