Consumer Response And Behaviour Towards Nescafe: A Survey

Brand Value of Nescafe

It is very important to identify a research goal in order to progress with the research. It is essential for the research to be conducted in a proper manner. With regards to this research the goal is to identify and analyse the consumer response and behaviour towards Nescafe.

The preparation of a questionnaire is the primary part of conducting a research. It is essential for the collection of data and identifying and analysing the consumer behaviour towards the product.

The survey for identifying and analysing the consumer behaviour towards Nescafe has been conducted among 16 participants.

Question 1:

Options Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	Percentage (%) of response	No. of respondents
Strongly Agree	50%	8
Agree	18.75%	3
Neither Agree nor disagree	31.25%	5
Disagree	0%	0
Strongly disagree	0%	0

Table 1: Brand Value of Nescafe (Source: Self- developed)

Question 2:

Options	Percentage (%) of response	No. of respondents
Strongly Agree	18.75%	3
Agree	62.50%	10
Neither Agree nor disagree	6.25%	1
Disagree	12.50%	2
Strongly disagree	0%	0

Table 2: Taste awareness of Nescafe (Source: Self- developed)

Question 3:

Options	Percentage (%) of response	No. of respondents
Nescafe Gold Original	31.25%	5
Nescafe Gold Rich	18.75%	3
Nescafe Gold Smooth	12.50%	2
Nescafe Gold Short Black	12.50%	2
Nescafe Gold Black	12.50%	2
Nescafe Espresso	12.50%	2

Table 3: Product awareness of Nescafe (Source: Self- developed)

Question 4:

Options	Percentage (%) of response	No. of respondents
1 (Poor)	0%	0
2	12.5%	2
3	18.75%	3
4	43.75%	7
5 (Excellent)	25%	4

Table 4: Personal rating of Nescafe (Source: Self- developed)

Question 5:

Options	Percentage (%) of response	No. of respondents
Yes	25%	4
No	75%	12

Table 5: Awareness of nutritional value of Nescafe (Source: Self- developed)

Question 6:

Options	Percentage (%) of response	No. of respondents
Always	18.75%	3
Usually	18.75%	3
Sometimes	43.75%	7
Rarely	18.75%	3
Never	0%	0

Table 6: Recommendation of Nescafe to others (Source: Self- developed)

Question 7:

Options	Percentage (%) of response	No. of respondents
A great deal	12.50%	2
A lot	18.75%	3
A moderate amount	43.75%	7
A little	18.75%	3
None at all	6.25%	1

Table 7: Purchase of Nescafe in a month (Source: Self- developed)

Question 8:

Options	Percentage (%) of response	No. of respondents
Yes	6.25%	1
No	93.75%	15

Table 8: Nescafe’s effect on health (Source: Self- developed)

Question 9:

Options	Percentage (%) of response	No. of respondents
Taste	68.75%	11
Brand Value	31.25%	5
Nutritional Value	0%	0

Table 9: Appealing factor of Nescafe (Source: Self- developed)

Question 10:

Options	Percentage (%) of response	No. of respondents
A great deal	6.25%	1
A lot	6.25%	1
A moderate amount	31.25%	5
A little	37.50%	6
None at all	18.75%	3

Table 10: Nescafe’s role in a healthy lifestyle (Source: Self- developed)

The above survey provides a deep insight into the consumer behaviour towards Nescafe. Nescafe is one of the world-renowned coffee brands in the world from the house of Nestle (Winchester, Arding and Nenycz-Thiel 2015). However, it is important to know the consumer’s attitude towards Nescafe and how much they are aware of the coffee brand.

The following survey reflects that the brand value is quite evident from the consumer behaviour towards it. 50% of the interviewed consumers strongly agree to the fact that Nescafe is one of the most popular coffee brands in the world while another 18.75% also agrees to Nescafe’s popularity as a coffee brand. On the contrary only a 31.25% of the interviewees expressed mixed reaction about Nescafe being one of the top brands in the world. However, the most positive fact about the survey is that none of the interviewees disagreed upon the fact that Nescafe is one of the popular brands in the world.

All over the world, Nescafe is known for its rich taste and has a unique flavour for which it is popular among the consumers. A similar response has been gathered in the survey regarding the taste awareness of Nescafe. In the survey, 18.75% strongly agrees to the fact that Nescafe provides a richer taste experience than the other brands, while 62.50% also agrees to the same fact. On the other hand, 6.25% of the respondents were of mixed opinions and only 12.50 % of the respondents have disagreed to the fact of Nescafe providing a richer taste experience. The above figure highlights the fact that more than 81% of the consumers are more than satisfied with the rich taste of Nescafe.

Taste awareness of Nescafe

In the survey, six most popular Nescafe products have been used in order to determine which among them has the most popularity among the consumers and this can help the company to understand the necessary developments they need to make accordingly (Boztepe 2012). The flagship product Nescafe Gold Original has the maximum responses, which is 31.25%. The second popular product is Nescafe Gold Rich which has a popularity of 18.75%. This reflects that Nescafe has a more popularity in the original flavour of the coffee that it offers to the customers. This is so, because the other popular products of the Nescafe brand such as Nescafe Gold Smooth, Nescafe Gold Short Black, Nescafe Gold Black and Nescafe Espresso all have a similar response of 12.50%. Though these responses add up to be more than that of Nescafe Gold Original, but it can be considered that the flagship product has more popularity as a single entity.

The next survey question focuses on a very concise but important aspect that can determine the overall popularity of Nescafe among the general public (Hosany and Martin 2012). Instead of specific questions, about different about the different aspects of Nescafe, this question asks the respondents to give Nescafe a rating from 1 to 5, where 1 represents poor quality and 5 represents excellent quality. Out of the 16 respondents, 25% have rated Nescafe 5 and 43.75% have rated Nescafe 4. On the contrary, 18.15% of the respondents have rated Nescafe 3 and only 12.5% have rated Nescafe with 2 points. But the most important factor is that none of the respondents have rated Nescafe with 1 point. The above data reflects that Nescafe has a huge popularity among the customers owing to its rich brand value and good taste. This aspect is reflected as almost 68.75% of the people have given good reviews of Nescafe. But it is also important to reflect on the fact that 31.25% of the customers have provided lower ratings.

It is important to understand what aspect of Nescafe appeal to the customers; whether the nutritional value or the taste (Mullen and Johnson 2013). In the survey question which questions the respondents whether they are aware of the nutritional value of Nescafe while they are purchasing it, 75% of the respondents denied that they know about the nutritional fact of Nescafe, while a minimum 25% of them accepted that they try to know the nutritional value of the Nescafe coffee. This data reflects that most of the consumers are drawn towards Nescafe on the basis of its brand value or for its taste. The nutritional value of the Nescafe coffee has a very little role to play in the sales and customer satisfaction as well (Paul and Rana 2012).

Product awareness of Nescafe

Consumer recommendations are one of the prime factors affecting sales of any product. It is seen that when a consumer is satisfied with the product, it is like that the product would be recommended to others by the customer (Reed II, Forehand,  Puntoni and Warlop 2012). Of the respondents who were questioned during the survey 18.75% of the respondents highly recommend the Nescafe products to their peers while another 18.75% also usually recommends the products to their peers. There are a large percentage of the respondents comprising of almost 43.75% who sometimes recommend it to their peers. Only a minimum of 18.75% people rarely recommends Nescafe to their peers. However, the most important reflection from the data is that no respondent has said that they do not recommend Nescafe to their peers. On a positive note it can be seen that recommendation plays a very important part for Nescafe’s promotion, as most of its customers after using the products recommends to their peers at one time or the other.

It is important to understand how much of the product a consumer purchases in a month. This factor is important to assess the sales and its corresponding revenue generation activities. It is also highly helpful in identifying the factors which can be improved in order to increase the sales in the future (Rucker, Galinsky and Dubois 2012). In the survey, it has been reflected from the collected data that 12.50% of the respondents buy a great deal of Nescafe in a month and 18.17% of the respondents also buy a lot of Nescafe in a month. These data reflects that almost 30.67% of the respondents buy Nescafe and consume them in greater quantities. On the other hand, 43.75% of the respondents buy a moderate amount of coffee throughout a month. This data is a good reflection as coffee being a beverage can be consumed in moderate amounts. Only 18.75% of the respondents buy a little amount of Nescafe products in a month while a minimum of 6.25% of the respondents consume Nescafe but do not buy the products every month. This data again reflects that Nescafe is highly popular among its consumers and make it to the list of their daily groceries.

A highly popular item like Nescafe which is consumed by many people should be aware of the fact that whether their products are having an adverse effect on the health of the consumers (Solomon, Dahl, White, Zaichkowsky and Polegato 2014). The data reflects that of the total respondents interviewed only 6.25% of the respondents claim to have been affected by Nescafe while 93.75% of the respondents believe that their health is not affected by Nescafe. This data is very important as it shows that Nescafe should not be very much concerned with the health issues as most of the people are not affected by the Nescafe products.

In the survey, it is also essential to determine the appealing factors of the Nescafe products. The survey reflects that 68.75% of the respondents agree on the fact they are attracted to Nescafe because of the rich taste of the coffee that the company offers. On the contrary, the brand value of the Nescafe plays a secondary role as it can be seen from the survey that only 31.25% of the respondents are attracted to the brand value of Nescafe. The results reflect both positive and negative aspects. The positive aspect is that Nescafe should be assured that they do not require much improvement in the taste of the products but at the same time should maintain the quality in the future in order to attract customers. The negative factor that is reflected in the survey is that very few people are attracted by the brand value and hence the company should develop their brand value for future importance.

The last survey question reflects the fact about how the Nescafe products can affect the healthy lifestyle of a family. It can reflect that this survey has a very mixed reaction as the consumers are not sure about how Nescafe affects the healthy lifestyle of the family. The reaction has been distributed among the options and it is difficult to determine the actual result.

References:

 Boztepe, A., 2012. Green marketing and its impact on consumer buying behavior. European Journal of Economic & Political Studies, 5(1).

 Hosany, S. and Martin, D., 2012. Self-image congruence in consumer behavior. Journal of Business Research, 65(5), pp.685-691.

 Mullen, B. and Johnson, C., 2013. The psychology of consumer behavior. Psychology Press.

 Paul, J. and Rana, J., 2012. Consumer behavior and purchase intention for organic food. Journal of consumer Marketing, 29(6), pp.412-422.

 Reed II, A., Forehand, M.R., Puntoni, S. and Warlop, L., 2012. Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), pp.310-321.

 Rucker, D.D., Galinsky, A.D. and Dubois, D., 2012. Power and consumer behavior: How power shapes who and what consumers value. Journal of Consumer Psychology, 22(3), pp.352-368.

Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.

 Winchester, M., Arding, R. and Nenycz-Thiel, M., 2015. An exploration of consumer attitudes and purchasing patterns in fair trade coffee and tea. Journal of food products marketing, 21(5), pp.552-567.