Perception and purchase behaviour of Velan Kaappi's products in Coimbatore city

The non-carbonated beverages like coffee and tea give more refreshment to Indian people than the carbonated drinks like soda. The study was confined to Velan Kaappi and its products. The data were collected from 120 respondents. A detailed questionnaire was used to collect data from the consumers. For better understanding purchase behavior and percentage analysis were applied. To analyze the perception Likert scale was used. It was found that of the total respondents 80.83 per cent were males; most were in the age group of 20–29 years (37.50%); most of the respondents (42.50%) were undergraduates; self-employed (38.33%) with personal annual income of Rs 2, 00, 000-5, 00, 000 (44.17%). The consumers preferred coffee (69.17%) over tea (30.83%); morning and afternoon were their preferred time of taking tea/coffee. This was a daily routine for majority of the respondents (56.67%). It was found that 65.00 per cent respondents were willing to pay premium for the Velan Kaappi products. Most of them were not willing to pay premium (35.00%) followed by 28.33 and 20.00 per cent who were willing to pay 5 and 10 per cent premium respectively. Most of them strongly agreed (69.17%) that they liked the products as they were freshly prepared. On the basis of overall mean score it was found that most preference (mean score 4.68) was given to the perception that the products being freshly prepared followed by cleanliness of the shop (mean score 4.52) and products were prepared in front of the customers (mean score 4.50).