Journal of International Business Operations and Trade Policy

Authors:-M. Prem Kumar^, Dr. B.Poongodi

Abstract:-Coffee is one of the most widely consumed beverages in India – over 35% of Indians claim to drink it regularly, a significant number of them consumes it at least once a day and as many as 16% have a few cups of coffee every day. In India, coffee is one of the most important products placed in the shopping trolley. This results in increased competition on the market, as well as an increasingly extensive product offer. This, in turn, means that the consumer is often spoilt for choice when choosing one product from among the many available on the market. The final decision as to the selection is determined by a complex set of factors such as the quality of the product, its brand, convenience and the method of preparation, as well as the price. The main aim of this research is to study the perception of the consumers in select coffee brands. For this purpose, with the help of convenient sampling method 120 respondents were selected and data were collected through structured questionnaire. It is found that most the consumers were choosing their brands with health and taste consciousness.