Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CONSUMER PREFERENCES TOWARDS LIPTON GREEN TEA IN MADURAI CITY

K.M.MOHAMED AHNAF, G.SANJEEVI, DR.M.DINESHKUMAR

Abstract

This study explores consumer preferences for Lipton Green Tea in Madurai City, focusing on awareness, perception, and demographic influences. Using a descriptive research design, data was collected through structured surveys, in-depth interviews, and focus group discussions from a sample of 100 respondents selected through stratified random sampling. The study reveals that factors such as age, gender, education, and occupation significantly impact consumer choices. The analysis of consumer preferences highlights that brand reputation (mean score: 51.650), recommendations from friends and family (51.360), and health benefits (50.990) are the top three determinants influencing purchasing decisions. This underscores the importance of consumer trust, peer influence, and health consciousness in driving product choices. The Garrett Ranking Analysis further indicates that online reviews (50.290) and availability (50.060) are key factors, while price (49.790) and taste (49.390) rank lower, suggesting that consumers prioritize brand perception over cost and flavor. Packaging (49.390) and flavor variety (48.820) hold lesser significance, and marketing efforts (47.260) have the least impact, implying that advertising alone is insufficient to influence purchase behavior. The ANOVA analysis confirms that demographic factors significantly affect consumer preferences, emphasizing the need for targeted marketing strategies

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